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20110401   training - steal this deck
 

20110401 training - steal this deck

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    20110401   training - steal this deck 20110401 training - steal this deck Document Transcript

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    • Average  (me  spent  online  remains  stable  CNNIC’s  Jun-­‐10  survey  showed  users  spent  an  average  of  19.8  hours  per  week  online.  This  was  up  from  18.7  hours  per  week  six  months  earlier.  While  the  overall  average  online  Jme  per  user  remains  stable,  we  note  old  users  likely  spend  more  Jme  online  than  new  users.  We  also  note  that  internet  usage  has  more  than  doubled  compared  to  the  9.8  hours  per  week  spent  online  in  December  2002.  We  expect  the  rising  number  of  internet  users  and  increasing  Jmes  spent  on  the  internet  will  conJnue  to  drive  online  ad  allocaJon.  Lower  computer  prices,  declining  connecJon  fees,  higher  influence  of  online  media,  and  government  support  should  conJnue  to  drive  internet  growth  in  China.  Time  spent  on  internet  per  users  should  accelerate  from  the  increased  penetraJon  of  smartphones  and  tablets.   8  
    • Media  Time  Spent  vs.  Ad  Spend  SJll  Out  of  Whack    Internet/Mobile  (upside…)  vs.  Newspaper/Magazine/TV  (downside…)     9  
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    • Hong  Kong  and  Singapore  skew  older  even  than  the  global  average;  Malaysia,  Indonesia,  Vietnam  and  the  Philippines  have  significantly  younger  audiences   12  
    • • In  each  country,  15-­‐34  year  olds  spend  more  Jme  online  on  average  • Young  people  in  Hong  Kong  and  Singapore  spend  proporJonally  much  more  Jme  online  than  older  web  users  there;  young  web  users  in  Indonesia  spend  almost  the  same  amount  of  Jme  online  as  their  elders   13  
    • Social  Networking  the  Biggest  Gainer  in  terms  of  Share  of  Time  Spent  Online.  Instant  Messengers  and  Email  Lost  Share   14  
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    • • Sharing  photos  is  becoming  a  key  component  of  the  Social  Networking  experience.  The  high  growth  in  this  category  in  almost  every  country  is  being  driven  by  Facebook  Photos  • Ubiquity  of  digital  cameras  and  cell  phone  cameras,  coupled  with  large  youth  populaJons,  also  contribute  to  growth  in  this  category   16  
    • • Vietnam  shows  the  highest  year  over  year  growth  in  reach,  but  penetraJon  there  is  sJll  much  lower  than  in  other  countries  in  the  region  • Philippines,  Malaysia,  and  Indonesia  have  highest  reach,  driven  almost  exclusively  by  Facebook   17  
    • • The  Philippines,  Malaysia  and  Indonesia  are  among  the  top  10  countries  with  the  highest  Facebook  PenetraJon    • Though  Photo  and  IM  usage  is  also  above  average  in  the  Philippines,  FB  is  the  most  common  touchpoint  for  web  users  there:  FB  is  the  #1  site  there,  and  average  usage  is  7  hours  per  user   18  
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    • • 21  percent  of  Indonesian  web  users  visited  Twiier.com  in  January,  making  it  the  #4  site  in  terms  of  Twiier  reach   20  
    • • All  six  countries  outpaced  the  global  reach  of  Blogs  • The  growth  of  the  category,  however,  is  flat  in  Hong  Kong  and  Singapore  • Blogs  are  a  key  poliJcal  channel  in  some  countries;  higher  growth  in  the  Philippines  may  be  a  result  of  increased  poliJcal  acJvity  in  a  presidenJal  elecJon  year   21  
    • Social  games  in  China  are  quite  similar  to  the  popular  ones  on  Facebook.  For  most  of  the  popular  games  in  China  such  as  farm  and  aquarium  games,  the  concept  has  been  adapted  from  Facebook  and  other  English-­‐based  social  networking  websites.  However,  Chinese  social  games  are  supposed  to  be  more  compeJJve  and  have  some  added  features  like  stealing  items.  We  believe  the  social  gaming  trend  will  conJnue  to  pick  up  in  China  because  1)  community  features  add  to  the  sJckiness  of  social  games,  2)  social  games  airact  new  sets  of  users  who  were  tradiJonally  non-­‐gamers  or  did  not  have  Jme  to  do  heavier  games  (such  as  housewives),  3)  beier  sJckiness  and  moneJzaJon  vs.  casual  games.   22  
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    • 5  Countries  =  46%  of  Internet  Users  –  China,  USA,  Russia,  Brazil,  India    2009  –  1.8B  Global  Internet  Users,  +13%  Y/Y(1);  18.8T  Minutes  Spent,  +21%  Y/Y(2)     24  
    • Real-­‐Time  Social  Features  AcceleraJng  Mobile  Usage  Growth  -­‐  Sharing  +  LocaJon  +  Friending...     25  
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    • iTunes  Changed  the  Media  Industry…App  Store  Growth  Leaves  it  in  the  Dust   27  
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    • Internet  access  device  The  number  of  mobile  internet  users  increased  by  78%  Y/Y  to  277M  by  Jun-­‐10,  as  per  CNNIC.  The  number  of  mobile  internet  users  was  66%  of  all  internet  users  and  33%  of  all  mobile  users.  We  expect  mobile  internet  usage  to  increase  significantly  once  3G  penetraJon  increases  amongst  consumers.   29  
    • Japan  Social  Networking  Trends  Show  Importance  of  Mobile  –  Mixi  Mobile  Page  Views  =  85%  vs.  14%  4.5  Years  Ago    Mixi  is  one  of  Japan’s  leading  social  networking  sites  on  PC  and  mobile  with  20MM  registered  users  as  of  12/31/10.  It  moneJzes  mobile  usage  via  sales  of  avatars,  customized  homepages  and  other  premium  services.     30  
    • Since  CY’00  we  can  see  that  users  have  become  more  accustomed  to  surfing  the  net  via  both  PC  and  mobile.  In  April  2010  according  to  Nielsen  Online,  46%  of  users  accessed  the  net  in  this  manner;  back  in  April  2000  access  via  only  PC  stood  at  84%.  We  believe  that  with  greater  smartphone  penetraJon  going  forward,  this  trend  whereby  mobile  subsJtutes  for  PC  usage  will  conJnue.   31  
    • Mobile  RevoluJonizing  Commerce  –  With  Constant  Product  Improvements    • Loca%on-­‐Based  Services  –  Enable  real-­‐%me  physical  retail  /  service  opportuni%es    •Transparent  Pricing  –  Instant  local  +  online  price  comparison  could  disrupt  retailers    •Discounted  Offers  –  Deep  discounts  drive  foot  traffic  to  local  retailers    •Immediate  Gra%fica%on  –  OTA  (over-­‐the-­‐air)  instant  digital  product  +  content  delivery     32  
    • • Web  users  in  Southeast  Asia  are  rapidly  gaining  confidence  in  using  the  web  to  research  and  book  travel  • The  large  number  of  low  cost  airlines  servicing  the  region  is  a  primary  contributor  to  this  growth   33  
    • LCAs  Among  Most  Visited  &  Post  Highest  Growth  in  Each  Country   34  
    • • Among  the  three  markets  in  Southeast  Asia  where  comScore  measures  actual  video  consumpJon,  Malaysia  has  the  largest  number  of  online  video  viewers  but  the  lightest  average  usage  • The  average  Hong  Kong  web  user  who  watched  online  video  in  January  viewed  almost  12  hours  of  video  content  over  the  course  of  the  month   35  
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