20130912 taiwan digital landscape by l atelier

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20130912 taiwan digital landscape by l atelier

  1. 1. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 1 TAIWAN DIGITAL LANDSCAPE
  2. 2. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 2 2012, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 2 TABLE OF CONTENTS PART I: 4INTERNET & MOBILE INTERNET USERS PART II: SOCIAL MEDIA USERS PART III: E-COMMERCE USERS 13 17
  3. 3. Part I: Internet & Mobile internet users
  4. 4. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 4 23,237,010 people •17,530,000 internet users •75.44% internet penetration Source:TWNIC INTERNET USERS What many they are?
  5. 5. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 5 Who are they? INTERNET USERS 46%54% 21% 44% 35% Aged 12-19 Aged 20-29 Aged >30 Source:Digital Jungle
  6. 6. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 6 Where they go online? INTERNET USERS Taiwan Top 10 Sites Logo Name Type Facebook Social media Yahoo Portal YouTube Video Google TW Search engine Wretch Social media Eyny.com Social media Gamer.com Social media WindowsLive Social media Ruten.com E-commerce Udn.com News Source: http://www.bnext.com.tw
  7. 7. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 7 What many they are? MOBILE USERS 3% 22% 75% PHS 2G 3G Mobile phone subscriptions 29.13 million Mobile internet users 5.35million Mobile internet penetration 23.2% Personal Handy- phone System* Source: ecommerce.org.tw * The Personal Handy-phone System (PHS), also marketed as the Personal Access System (PAS) and commercially branded as Xiaolingtong (Chinese: 小灵通) in Mainland China, is a mobile network system operating in the 1880–1930 MHz frequency band, used mainly in Japan, China, Taiwan, and some other Asian countries and regions.
  8. 8. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 8 What they buy? MOBILE USERS Source: ecommerce.org.tw 1Q2011 2Q2011 3Q2011 4Q2011 1Q2012 2Q2012(f) Feather Phone 1168 1064 989 783 704 572 Smart Phone 784 806 934 1011 1234 1235 Feather Phone Share 59.80% 56.90% 51.40% 43.60% 36.30% 31.30% Smart Phone Share 40.20% 43.10% 48.60% 56.40% 63.70% 68.70% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 0 500 1,000 1,500 2,000 2,500 Sales of Mobile Phone
  9. 9. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 9 How often they go online? INTERNET USERS Source:TWNIC 38.44% 16.39% 11.79% 5.10% 5.46% 5.31% 3.51% 0.90% 12.01% 1.09% 62.33% 9.44% 6.67% 2.36% 2.02% 1.25% 3.10% 1.26% 11.41% 0.16% Everyday At least serveral times a week At least once a week At least once every two weeks At least once a month At least once three months At least once six months As least once a year Rarely used Others Internet Users Mobile Internet Users
  10. 10. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 10 How long they spend for each time? INTERNET USERS Source:TWNIC 8.07% 9.38% 12.49% 18.29% 22.60% 8.74% 5.74% 3.53% 2.23% 4.62% 4.31% 16.05% 16.47% 10.31% 20.99% 17.53% 4.09% 1.41% 1.52% 2.46% 2.09% 7.08% Less than 10 minutes 10-20 minutes 20-30 minutes 30-60 minutes 1-2 hours 2-3 hours 3-4 hours 4-5 hours 5-6 hours more than 6 hours Uncertain Internet Users Mobile Internet Users
  11. 11. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 11 What they do? INTERNET USERS Source:TWNIC Relative Frequency 5.14 3.74 3.72 13.84 11.39 17.86 18.51 21.12 25.39 47.94 98.00 2.19 5.65 5.71 6.88 9.91 13.35 14.64 17.84 24.11 38.24 96.99 100 80 60 40 20 0 20 40 60 80 100 Reading Online shopping Online booking and ordering Map and navigation Online game Chat Uploade and download documents Videos and musics Email Internet community Information searching Mobile Internet Users Internet Users E-commerce
  12. 12. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 12 Part II: Social media users
  13. 13. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 13 Where are they? SOCIAL MEDIA USERS Source:Alexa
  14. 14. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 14 Where are they? SOCIAL MEDIA USERS Top 10 brands on Taiwan Facebook 7-ELEVEN StarbucksTaiwan 7-ELEVEN Love the World MUJI McDonald's Groupon Taiwan Cathay Life Insurance KKBOX Cold Stone Creamery Source: https://wiki.smu.edu.sg An account to inform people of environment protection and post events and actions hold by 7-ELEVEN.This is a Japanese retail company which sells a wide variety of household and consumer goods. It’s a Taiwan based music site where users can listen and save the music online. At the same time, it finds the way to protect music copyright.
  15. 15. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 15 Some facts SOCIAL MEDIA USERS Source: https://wiki.smu.edu.sg 63.1% Taiwanese maintain their own social networking profiles and engage with various forms of social media. The higher educated they, the more likely the Taiwanese will interact with others online. In general, 78% of those who have completed a college education or higher have participated in online communities. More than 60% of those have high education actively look for answers and ask questions online.
  16. 16. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 16 Part III: E-commerce users
  17. 17. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 17 What they buy? E-COMMERCE USERS Source: https://wiki.smu.edu.sg Beauty and Personal Care 1% Apparel 36% Consumer Electronics 24% Consumer Appliances 6% Furnitures and Homewares 3% Media Products 8% Food and Drink 1% Others 21% E-commerce market size € 2.82 billion
  18. 18. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 18 E-COMMERCE USERS Source: www.weste.net Where are they? Top 5 E-commerce Sites Type What it sell? 露天拍卖 Ruten.com C2C All kinds of goods PChome Online B2C It mainly sells 3C products but also other kind goods momo富邦购物 B2C All kinds of goods 博客来 Books.com B2C Mostly Books, magazines and CDs/DVDs. It also sells other goods lativ B2C Clothing, shoes and accessories
  19. 19. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 19 Why they purchase online? E-COMMERCE USERS 0.2% 2.2% 8.8% 8.9% 11.4% 12.2% 12.4% 16.6% 17.9% 21.0% 35.3% 41.7% 47.0% 50.7% 57.6% 88.7% Others Recommend by relatives and friends Easy to reture goods Privilege of returing goods in 7 days Uniqueness No need to contact salesmen Keep up with fashion Various of payment Privacy Rarely to loss Various of products Discount offer Easy to transport Save time Cheap Convenient Relative Frequency Source: ecommerce.org.tw
  20. 20. 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 20 What influence their purchasing decision? E-COMMERCE USERS Relative Frequency0.8% 1.4% 1.5% 3.3% 6.5% 13.3% 13.7% 14.1% 16.2% 19.2% 20.8% 27.3% 51.0% 56.4% 62.9% Ads on redio Others Product placement Ads from text message Activities on brand's apps Ads on TV Ads from emails Recommendation form celebrities Ads online Ads on newspaper and magzines Activities post on social networks brand page Experience in the offline stores Share on Bolg and social networks Recommendation from friends Share on discussion forums Source: ecommerce.org.tw
  21. 21. L’Atelier Management Consulting (Shanghai) Ltd. Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | China T 86 21 62 81 85 33 | www.atelier.net

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