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ASIA PACIFIC
  Digital Marketing Yearbook 2010

“ Stay engaged with your customer and flexibly   “
  follow the trends across multiple platforms.




                                                     Edited by Rachel Oliver




                             www.asiadma.com
ABoUt the ASiA DiGitAL MARKetinG ASSoCiAtion


                                                Making                                                                                            The ears, eyes
                                                                                                                                                  and voice of digital
                                                                                                                                                                                                                       ❚ Why join the ADMA?

                                                                                                                                                                                                                     Being a member gives you access:




                             SUCCESS
                                                                                                                                                  marketing in Asia
                                                                                                                                                                                                                     •	 Unified	voice	for	the	industry	to	promote	the	use	of	
                                                                                                                                                                                                                        digital and the Internet (in the media and with potential
                                                                                                                                                                                                                        customers)
                                                                                                                                                                                                                     •	 Forum	for	standards	and	best	practice	sharing
                                                                                                                                                  The Asia Digital Marketing Association (ADMA)                      •	 Spokespeople	to	represent	members	and	respond	to	
                                                                                                                                                                                                                        criticism
                                                                                                                                                  is the voice of, and advocate for, the digital                     •	 Industry	contacts	and	networking	opportunities
                                                                                                                                                                                                                     •	 Sponsorship	opportunities	to	raise	awareness	of	your	
                                                                                                                                                  marketing industry in Asia (excluding Japan).                         brand
                                                                                                                                                                                                                     •	 Discounted	rates	for	regional	events
                                                                                                                                                  The ADMA is guided by senior executives in the
                                                                                                                                                                                                                     •	 Notification	of	relevant	speaking	opportunities


                                               tangible.                                                                                          industry and is charged with gaining consensus                     •	 Professional	digital	marketing	qualifications	–	discounted	
                                                                                                                                                                                                                        enrolment fees for members
                                                                                                                                                  and providing leadership on key industry issues.                   •	 Entry	in	the	online	Membership	Directory	and	annual	
                                                                                                                                                                                                                        Asia Pacific Digital Marketing Yearbook
                                                                                                                                                  The ADMA actively promotes the benefits of                         •	 Job	matching	service	to	help	you	find	staff
                                                                                                                                                  using mobile and the Internet as channels to
                                                                                                                                                  communicate with consumers as well as lobbying                       ❚ hoW to join the ADMA

                                                                                                                                                  and public relations assistance for member                         Membership fees are set low enough to encourage
                                                                                                                                                                                                                     universal membership among industry players, and taken
                                                                                                                                                  companies.                                                         together provide sufficient revenues to underwrite regular
                                                                                                                                                                                                                     activities. Other activities are funded by sponsorship (cash
                                                                                                                                                                                                                     and in kind) and by charging admission fees for some
                                                                                                                                                  The ADMA is a non-profit organisation with a                       events.

                                                                                                                                                  membership base representing online publishers/                    Visit www.asiadma.com/membership/join and
                                                                                                                                                                                                                     complete the online registration form.
                                                                                                                                                  portals, agencies, research companies, technology/
                                                                                                                                                  service companies and marketers/advertisers.


                                                                                                                                                  Visit www.asiadma.com for more details.
                                                                                                                                                  The ADMA gives heartfelt thanks all our members for their support and contributions:
                                                                                                                                                  ADMA Patrons:




Welcome to the new Fortune. Re-imagined,                                                              With unrivaled access to the world’s most
                                                                                                                                                  ADMA Corporate members:
refined and re-focused to deliver the insight                                                          influential leaders and companies. And the
                                                                                                                                                  ad:tech,	Admax	Network,	AGENDA	Group	Asia,	BBE,	British	Council,	comScore,	Coremetrics,	draftFCB	China,	Dow	Jones	Publishing	
you need now. In brief and in depth.                                                                  trusted perspective you need to succeed.    Company	(Asia),	Edipresse,	Experian	Hong	Kong,	eyeblaster,	Financial	Times,	Google	Hong	Kong,	Hewlett	Packard,	Johnson	&	Johnson	
                                                                                                                                                  Vision	Care	Asia	Pacific,	KatalystM,	Lucini	&	Lucini,	Mediaplex,	MRM	Worldwide,	NDS	Asia	Pacific,	Nielsen	Online,	Omnicom	Group,	
                                                                                                                                                  Omniture,	PGi,	Publicis	Modem	Singapore,	Pulse	Mediatech,	SCMP.com,	Singapore	Press	Holdings,	SingTel	Digital	Media	(inSing),	The	
                                                                                                                                                  Economist,	The	Hyperfactory,	The	Rubicon	Project,	The	Upper	Storey,	TIME	&	Fortune,	Universal	McCann,	Vocational	Training	Council,	
                                                                                                                                                  Wunderman,	wwwins	Isobar,	ZUJI

                                                                                                                                                  And all our individual members.


                                                                                                                                                                                                                                                    asia pacific digital marketing yearbook 1
                                               ©2010 FORTUNE is a registered trademark of Time Inc.
Contents

                                                                                                                        ❚ ASiA PACifiC    6   ❚ inDoneSiA         34   ❚ SinGAPoRe                          54




                                                Essential reading




                                                                                                                        ❚ AUStR ALiA     12   ❚ jAPAn             38   ❚ SoUth KoReA                        58




                                                                                                                        ❚ ChinA          18   ❚ MALAySiA          42   ❚ tAiWAn                             62




                                               Anytime, anywhere




                THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE                                        ❚ honG KonG      26   ❚ neW ZeALAnD       46   ❚ thAiLAnD                           66

        The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering
               unparalleled news and analysis through a variety of print, online and digital platforms.
     Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that
target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com
    and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow
    as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from
                              the world's most trusted source for global news and analysis.
    To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at
wsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.
                                                                                                                        ❚ inDiA          30   ❚ the PhiLiPPineS   50   ❚ VietnAM                            70




                                                                                                                                                                       asia pacific digital marketing yearbook 3
•	 When	it	comes	to	making	online	purchases,	Asians	                  Another trend to watch is the balance of paid, owned



       2010: Multiple Platforms,
                                                                                                                                          across	the	board	listen	closely	to	their	friends.	Nearly	     and earned media. Paid media such as rich media, display,
                                                                                                                                          half (48%) of South Korean internet users said they           search and sponsored content remain the dominant forms
                                                                                                                                          had bought something in the past because it was               of online marketing expenditure. Companies and brands
                                                                                                                                                                                                        continue to trust the control over the media plan and the


       Infinite Choices
                                                                                                                                          either discussed or recommended by one of their
                                                                                                                                          online friends, as have 38.2% of Malaysians, 40.4% of         content that paid media offers.
                                                                                                                                          Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's              Owned media such as corporate websites, brand
                                                                                                                                          and one third of Filipinos.                                   websites and microsites have always been an important
                                                                                                                                      •	 Mobile	shopping	is	taking	hold	of	the	region,	with	nearly	     component	of	the	online	marketing	mix.	Now	increasingly	
                                                                                                                                          eight out of 10 Asian mobile users engaging in some           social media such as Facebook pages and Twitter feeds
                                                                                                                                          form of mobile shopping activity in the past year.            are being added to the mix (except in China, where they




       D
                                                                                                                                      •		 The	Koreans	are	the	top	shoppers,	with	97%	of	internet	       are blocked, and marketers use other similar services).
                     igital marketing in Asia Pacific in 2010                                                                             users say they have shopped online.                           These owned media feeds provide both controlled content
                     offers an almost infinite combination of ways                                                                    •		 Indians	spent	the	least	amount	of	time	online	of	any	         distribution opportunities, as well as platforms for customer
                     to engage customers, participate in their                                                                            Asian nation, at 11 hours per month.                          and community interaction.
                     communities, sell them products and services,                                                                    •		 63%	of	Singaporeans	online	watch	TV	at	the	same	                  The dynamics of earned media are different, when
                     and build brands and corporate reputations.                                                                          time.                                                         customers become the channel, and brands have no control
       Content can be highly personalised, relevant                                                                                   •		 Japan	leads	the	pack	with	mobile	social	media	–	more	         of what is said or shared. However, when brands get
       and localised deeply to take into account                                                                                          than	75%	of	social	network	users	only	access	the	sites	       positive word of mouth from earned media, it is credible
       factors such as language, location, time of                                                                                        via their mobiles.                                            and powerful. Earned media, and to some extent the social
       day, past behaviour and stated preferences.                                                                                    •		 The	Filipinos	lead	the	world	in	SMS,	with	two	billion	text	   media aspects of owned media, have more in common with
       The range of available media is staggering,                                                                                        messages sent every day.                                      public relations than traditional advertising.
       value-priced, and offers exceptional                                                                                           •	 Hong	Kong	people	take	the	instant	message	crown,	                  After we waded through terabytes of statistics on
       targeting. And this year the true "internet                                                                                        spending twice as much time IM'ing as anyone else in          platform usage, media consumption, and broadband and
       experience in the palm of your hand" is now                                                                                        the region.                                                   mobile penetration in order to compile this Yearbook,
       available in many urban centres across the                                                                                     •	 More	than	half	the	Asia	Pacific	region's	online	population	    it's easy to see why some marketers lose sight of their
       region,	thanks	to	the	spread	of	smartphones,	3G	                                                                                   is Chinese, but they are the least prolific users of search   customers and become pre-occupied with the technology.
       networks, and the applications that run on them.                                                                                   in Asia Pacific.                                              Our hope at the Asia Digital Marketing Association is that
           There is a battle of epic proportions going on to                                                                          •	 Australians	spend	more	time	on	social	networking	              this Yearbook helps you get beyond facts and figures, and
       determine which platforms will host the majority of online                                                                         sitesthan anyone else in the world (seven hours a             provides you insights that will make you a better and more
       users' activities. The days when a portal was a web                                                                                month)	and	27%	of	all	Australians	blog.                       successful marketer.
       user's main access point to the internet are long over,                                                                                                                                              At the end of the day, there really is no such thing as a
       but	it's	not	yet	clear	what	will	take	its	place.	Will	the	                                                                        Online advertising spending has rebounded, following           digital strategy, just solid marketing strategies that happen
       future be driven by search? Social networking? Mobilility?                                                                     recovery from the recession, and continues to grow.               to	use	digital	channels.	No	one	has	a	crystal	ball	into	what	
       A device? An application? A browser? Microblogging?                                                                            However, there is no consistent pattern across the region.        devices, applications, web services, and sites tomorrow's
       Google,	Facebook,	Twitter,	Apple,	Microsoft,	Skype	                                                                            In	2009,	Japan's	online	ad	revenue	grew	just	1.2%	over	           customer will use, so stay engaged with your customer and
       and Yahoo! are just a few of the international players                                                                         2008, but hit a milestone: more money was spent on online         flexibly follow the trends across multiple platforms.
       experimenting with different mixtures of applications,                                                                         media than on newspaper advertising for the first time. In
       content	and	devices	in	their	quest	to	be	dominant.	And	            Last	year	it	seemed	that	social	networking	–	and	more	      China	in	2009,	16.69%	of	all	ad	spend	was	online.	Contrast	       David Ketchum is Chairman, Asia Digital Marketing
       in Asia Pacific, some world-class companies are looking        particularly	Facebook	–	might	take	over	as	the	dominant	        this statistic with the Philippines, where just 1% of total       Association and President of Bite Communications,
       to meet local needs or expand globally, such as Alibaba,       "operating	system"	of	the	internet.	Now	it's	clear	there	are	   advertising expenditure is online and SMS reigns supreme.         Asia Pacific.
       Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra   multiple	players.	For	example,	people	on	Windows	Mobile	        For reference, Singapore's percentage of online spending
       and others. Of note: Tencent is now among the top five         phones	access	Gmail.	Someone	is	searching	Baidu	using	          stands	at	approximately	6%.
       sites visited globally.                                        a FireFox browser. A teenager is playing a Playfish game
           These developments are exciting and empowering             on Facebook. People are transferring money with Alipay. A


                                                                                                                                        We're	back!
       for marketers, advertisers, and their agencies. The            YouTube video is streaming through a Yahoo! site. Someone
       consolidation of major players in the global internet          is Skyping on an Apple laptop, while someone else is IM'ing
       industry	such	as	Google's	purchase	of	DoubleClick	             on	their	Nokia.	A	Chinese	teenager	just	connected	with	a	
                                                                      friend	on	RenRen	with	a	163.com	email	address.

                                                                                                                                        T
       and the Microsoft/Yahoo! search deal, offers scale, and
       unprecedented	reach	and	frequency	for	online	marketing.	           The platform companies continuously refine their                   his is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital
       That's matched with localised innovation that is bubbling      revenue models and try to grab market share, which                     Marketing Association (ADMA) with the help of our members and supporters. Thanks to all
       up and providing new, highly relevant opportunities for        is healthy because their platforms interconnect and               our contributors for this year's collection of information, insights and case studies. And, a huge
       engagement. The reality is that no one platform is going       produce hundreds of thousands of customer touchpoints
       to win the markret outright, and whether each competitor       for marketers to engage. How marketers deploy these
                                                                                                                                        thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to
       purports to be "open" or not, they all have the potential to   platforms and what campaign ideas will be most successful         designer	Garry	Tipping	who	once	again	made	this	mammoth	project	a	reality.
       overlap	and	underlie	one	another.	To	quote	author	David	       is far from universal and, as in past years we're seeing            The Yearbook is produced by the ADMA as a service to marketing directors, agency
       Weinberger's	book	title,	the	internet	remains	"Small	Pieces	   increasing diversity in consumer habits across the region.
                                                                                                                                        executives	and	business	people	who	want	to	know	what's	happening	online	in	the	Asia	Pacific	
       Loosely Joined" rather than a monolithic, consistent entity,       Here's a look at some of the trends in Asia Pacific, and
       despite various companies' attempts. The iPhone (and now       of course there is much more detail in each of the country        region.
       the iPad) and its apps-and-content ecosystem as helped         sections of this Yearbook.                                          Printed copies of the complete Yearbook are available to full members of the ADMA, so join
       blaze new trails in mobility, e-commerce and content.                                                                            today if you are not yet a member at www.asiadma.com. As always, the PDF download
       However, there are also plenty of other cutting edge           •	 Internet	users	in	Asia	Pacific	spent	more	than	
                                                                                                                                        version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com.
       devices (30% of the world's smartphone market is in Asia          5.6	trillion	minutes	online	in	2009,	and	bought	
       Pacific) and plenty of other platforms driving the trend.         US$7	billion	in	virtual	goods.


4 asia pacific digital marketing yearbook                                                                                                                                                                                             asia pacific digital marketing yearbook 5
ASiA PACifiC                                                                                                                                                   In	September	2009	alone,	the	region's	internet	users	made	
                                                                                                                                                               38.6	billion	searches,	averaging	up	to	88	searches	per	user	
                                                                                                                                                                                                                                                              Asian search engines now easily compete with the rest
                                                                                                                                                                                                                                                              of the world. Chinese site Baidu.com came third behind
                                                                                                                                                               in that month.                                                                                 Google	and	yahoo!	in	a	ranking	of	top	sites	by	search	
                                                                                                                                                               (SoURCe: CoMSCoRe)
                                                                                                                                                                                                                                                              traffic	in	July	2009.	While	Google	had	76.7	billion	searches	
                                                                                                                                                                                                                                                              that	month,	giving	it	67.5%	market	share,	yahoo!	received	
                                                                                                                                                               Nearly	half	of	all	search	activity	(44.1%)	across	the	region	
                                                                                                                                                                                                                                                              8.9	billion	searches	(7.8%	market	share)	with	Baidu	very	
                                                                                                                                                               in	September	2009	took	place	on	Google,	representing
                                                                                                                                                                                                                                                              close	behind	with	8	billion	searches	and	7%	market	share.
                                                                                                                                                               17	billion	searches.                                                                           (SoURCe: CoMSCoRe)
                                                                                                                                                               (SoURCe: CoMSCoRe)


                                                                                                                                                                                                                                                              An Asian brand is now in the global top five online
                                                                                                                                                               how Long Asia Pacific Spent online in 2009
                                                                                                                                                                               2009 AVeRAGe     2009 totAL    2009 AVeRAGe                 2009 AVeRAGe       properties ranked by time spent. Tencent joins Microsoft,
                                                                                                                                                                             MonthLy UniqUe MinUteS SPent MonthLy MinUteS                      MonthLy        Google,	yahoo!	and	Facebook	as	the	sites	internet	users	
                                                                                                                                                                             ViSitoRS ('000)   onLine (MM)       SPent PeR                    ViSitS PeR
                                                                                                                                                                                                                    ViSitoR                      ViSitoR      spend	their	most	time	on.	Globally,	internet	users	spent	
                                                                                                                                                               WoRLDWiDe           1,139,370     18,830,995          1,376.7                         49.0     893	million	minutes	on	Tencent	in	September	2009.
                                                                                                                                                               ASIA	PACIFIC	 	        465,291	     5,641,870	         1,008.4	                       40.8     (SoURCe: CoMSCoRe)
                                                                                                                                                               CHINA	        	        211,684	     2,374,432	           858.3	                       44.6
                                                                                                                                                               JAPAN	        	         66,176	       887,023	         1,114.5	                       42.4
                                                                                                                                                               INDIA	        	         34,766	       270,697	           646.9	                       23.1     The	average	online	user	in	Asia	Pacific	receives	170	
                                                                                                                                                               SOUTH	KOREA	            28,606	       618,618	         1,797.8	                       59.2     promotional emails a week, nearly half as much as the
                                                                                                                                                               AUSTRALIA	 	            12,444	       178,922	         1,198.0	                       38.5
                                                                                                                                                               TAIWAN	       	         11,750	       145,324	         1,030.6	                        37.7
                                                                                                                                                                                                                                                              average	North	American	(300	emails	a	week).
                                                                                                                                                                                                                                                              (SoURCe: ePSiLon inteRnAtionAL)
                                                                                                                                                               MALAySIA	 	              9,271	        94,742	           851.6	                       29.8
                                                                                                                                                               HONG	KONG	 	             3,896	        65,684	         1,402.5	                       43.6
                                                                                                                                                               SINGAPORE	 	             2,651	        41,899	         1,315.8	                       39.3     Special offers and discounts seem to work well across Asia,
                                                                                                                                                               NEW	ZEALAND	             2,543	        28,303	           926.1	
                                                                                                                                                               (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
                                                                                                                                                                                                                                                     33.6     with	58%	of	Asian	(ex	Australia)	internet	users	saying	they	
                                                                                                                                                               LoCAtionS)
                                                                                                                                                                                                                                                              made online purchases as a result of a coupon or offer
                                                                                                                                                                                                                                                              they received in an email.
                                                                                                                                                               Asia Pacific's online Gaming Usage in 2009                                                     (SoURCe: ePSiLon inteRnAtionAL)

                                                                                                                                                                               2009 AVeRAGe     2009 AVeRAGe       2009 AVeRAGe            2009 AVeRAGe
                                                                                                                                                                                   MonthLy MonthLy UniqUe MonthLy MinUteS                      MonthLy
                                                                                                                                                                                  ReACh (%)    ViSitoRS ('000) SPent PeR ViSitoR              ViSitS PeR      Asia Pacific's top 50 Sites of 2009
                                                                                                                                                                                     ViSitoR                                                                  Site                                   2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)
                                                                                                                                                               WORLDWIDE	 	              37.5	         426,884	             105.8	                      9.1   GOOGLE	SITES	                                                              277,307
                                                                                                                                                               ASIA	PACIFIC	 	           30.9	         143,636	              51.9	                      7.1   yAHOO!	SITES	                                                              225,320
                                                                                                                                                               SINGAPORE	 	              41.2	            1,093	             66.5	                      7.2   MICROSOFT SITES                                                            211,123
                                                                                                                                                               SOUTH	KOREA	              34.2	            9,777	            138.1	                     11.9   TENCENT	                                                                   150,396
                                                                                                                                                               NEW	ZEALAND	              34.1	              869	             86.2	                      8.0   BAIDU	                                                                     146,974
                                                                                                                                                               AUSTRALIA	 	              33.9	            4,230	             72.2	                      7.7   SINA	                                                                      104,565
                                                                                                                                                               CHINA	        	           32.4	          68,458	              30.3	                      7.4   ALIBABA.COM	                                                                83,956

         ❚ DeMoGR APhiCS                                               Asia Pacific's internet Users 2009                                                      HONG	KONG	 	              29.5	            1,151	            118.5	                      7.9   NETEASE	                                                                    78,509
                                                                                                                                                               MALAySIA	 	               28.3	            2,628	             56.0	                      5.3   SOHU	                                                                       77,641
                                                                       CoUntRy              inteRnet       PenetRAtion      USeR GRoWth          % of USeRS
                                                                                                                                                               TAIWAN	       	           26.6	            3,133	             24.9	                      4.5   WIKIMEDIA	FOUNDATION	SITES	                                                 77,374
                                                                                            USeRS (M)         RAte (%)      2000-2009 (%)           in ASiA
                                                                                                                                                               JAPAN	        	           24.4	          16,194	              82.1	                      8.6   XUNLEI	NETWORKING	                                                          70,454
       The Asia Pacific region is easily home to the biggest           ASIA	PACIFIC	 	          764.43	            20.1	              568.8	             100
                                                                                                                                                               INDIA	        	           17.6	            6,117	             45.0	                      4.1   CBS	INTERACTIVE	                                                            67,693
       internet	audience	on	earth,	with	more	than	764	million	         AUSTRALIA	 	              17.03	            80.1	              158.1	               –   (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
                                                                                                                                                                                                                                                              FACEBOOK	                                                                   66,339
                                                                       CHINA	        	          384.00	            28.7	            1,606.7	            50.2   LoCAtionS)
       internet users as of early 2010. To put this in context, the    HONG	KONG	 	               4.87	            69.2	              113.7			           0.6
                                                                                                                                                                                                                                                              TUDOU	SITES	                                                                56,537
                                                                                                                                                                                                                                                              AMAZON	SITES	                                                               53,115
       rest	of	the	world	has	around	995	million	internet	users	        INDIA	        	           81.00	              7.0	             1,520	            10.6
                                                                                                                                                               Asia Pacific's Social networking Users                                                         KUGOU	                                                                      51,506
                                                                       INDONESIA	 	              30.00	            12.5	              1,400	             3.9
       between them.                                                   JAPAN	        	           95.97	            75.5	              103.9	            12.6
                                                                                                                                                               MARKet                 totAL inteRnet SoCiAL netWoRKinG                    % of inteRnet       yOUKU	                                                                      49,235
       (SoURCe: inteRnetWoRLDStAtS)                                                                                                                                                      USeRS*('000)        USeRS ('000)                         USeRS       OAK	PACIFIC	INTERACTIVE	SITES	                                              48,418
                                                                       MALAySIA	 	               16.90	            65.7	              356.8	             2.2
                                                                                                                                                               CHINA		                         215,460		          105,379		                          49	      APPLE	                                                                      46,398
                                                                       NEW	ZEALAND	               3.50	            83.1	              321.7	               –
                                                                                                                                                               HONG	KONG		                       3,921		             2,502		                         64	      PCONLINE.CN	SITES	                                                          45,974
       It's not only the biggest, it's the fastest growing too. Asia   PHILIPPINES	 	            24.00	            24.5	              1,100	             3.1
                                                                                                                                                               INDIA		                          35,432		           22,259		                          63	      EBAy	                                                                       40,479
                                                                       SINGAPORE	 	               3.37	            72.4	              180.8	             0.4
       Pacific now plays home to the fastest growing internet          SOUTH	KOREA	              37.47	             77.3	              96.8	             4.9
                                                                                                                                                               INDONESIA		                       6,014		             5,074		                         84	      RAKUTEN	                                                                    39,079
       population in the world. China, India and Japan were                                                                                                    JAPAN		                          67,586		           24,276		                          36	      FC2	                                                                        38,357
                                                                       TAIWAN	       	           15.14	            65.9	              141.9	             2.0
                                                                                                                                                               MALAySIA		                        9,400		             6,344		                         67	      AOL			                                                                      37,328
       mainly to thank for Asia's 22% increase in usage in the         THAILAND	 	               16.10	            24.4	              600.0	             2.1
                                                                                                                                                               PHILIPPINES		                     4,526		             3,924		                         87	      GMO	INTERNET	GROUP	                                                         36,849
                                                                       VIETNAM	      	           22.77	            25.7	           11,289.9	             3.0
       year	up	to	September	2009,	with	China	taking	home	              (SoURCe: inteRnetWoRLDStAtS; APRiL 2010)
                                                                                                                                                               SINGAPORE		                       2,696		             2,085		                         77	      NTT	GROUP	                                                                  35,588
                                                                                                                                                               SOUTH	KOREA		                    28,978		           16,632		                          57	      56	                                                                         35,311
       the prize for the fastest-growing country in Asia. China                                                                                                TAIWAN		                         11,932		             7,565		                         63	      ADOBE	SITES	                                                                35,030
       experienced a 31% surge of internet users in that period,                                                                                               VIETNAM		                         5,625		             2,947		                         52	      PPSTREAM	                                                                   34,928
                                                                                                                                                               (SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL
       bringing its own total audience to 220.8 million.                                                                                                                                                                                                      LIVEDOOR                                                                    32,834
                                                                         ❚ USeR BehAVioUR
                                                                                                                                                               CoMPUteRS)
       (SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe)
                                                                                                                                                                                                                                                              NHN	                                                                        31,497
                                                                                                                                                                                                                                                              CyBERAGENT	                                                                 31,059
                                                                                                                                                                                                                                                              WORDPRESS	                                                                  30,961
       Asia Pacific will also be the main driving force behind the     The Asia Pacific region's internet users spent more than                                                                                                                               LyCOS	SITES	                                                                30,665
       global adoption of broadband moving forward. By 2013,           5.6	trillion	minutes	online	between	them	in	2009.                                         ❚ onLine ADVeRtiSinG                                                                         THE	MOZILLA	ORGANISATION	                                                   29,560
                                                                       (SoURCe: CoMSCoRe)                                                                                                                                                                     NIFTy	                                                                      29,425
       the	region	is	expected	to	be	home	to	49%	of	the	global	                                                                                                                                                                                                ASK	NETWORK	                                                                27,656
       broadband market. There are anticipated to be more than                                                                                                 Half of the top 20 sites across the Asia Pacific region are                                    PHOENIX	TELEVISION	                                                         27,472
                                                                       On average, internet users across the Asia Pacific region
       640	million	broadband	users	worldwide	by	2013.	There	                                                                                                   based in China.                                                                                SONy	ONLINE	                                                                27,260
                                                                       each	spent	1,008.4	minutes	online	per	month	in	2009,	                                   (SoURCe: CoMSCoRe)                                                                             RECRUIT	CO	                                                                 25,738
       are	currently	more	than	160	million	broadband	subscribers	      lower	than	the	world	monthly	average	of	1,376.7	minutes.	                                                                                                                              QIANQIAN	                                                                   25,713
       across Asia Pacific.                                            (SoURCe: CoMSCoRe)
                                                                                                                                                               On a regional basis, Asia Pacific is now only slightly behind
                                                                                                                                                                                                                                                              KAKAKU			                                                                   25,651
       (SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS)                                                                                                                                                                                                            PCPOP	SITES	                                                                25,459
                                                                                                                                                               Europe and the Middle East (EMEA) in the spamming                                              XINHUA	NEWS	AGENCy	                                                         25,028
                                                                       Search is a considerably more popular activity today                                                                                                                                   FOX	INTERACTIVE	MEDIA	                                                      24,732
       Four out of the top 10 countries in the world ranked by                                                                                                 stakes.	In	October	2009,	nearly	one	quarter	(23%)	of	all	
                                                                       amongst the region's internet users than it was a year                                                                                                                                 CHINAByTE	TECHNOLOGy	CO.	                                                   23,536
       home broadband use are from Asia. South Korea tops                                                                                                      spam globally orginated from Asia, compared to the 28%                                         SAKURA	INTERNET	                                                            23,513
                                                                       ago. In the space of one year (from September 2008 to
       the	list,	with	95%	of	its	homes	now	having	access	to	                                                                                                   that came from EMEA.                                                                           TOM.COM                                                                     23,121
                                                                       September	2009)	the	number	of	searches	conducted	by	                                    (SoURCe: SyMAnteC)                                                                             KINGSOFT	                                                                   22,587
       broadband; followed by Singapore (88%) in second place;         Asia Pacific users jumped by 33%.                                                                                                                                                      4399	                                                                       22,457
                                                                                                                                                                                                                                                              (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
       with Taiwan and Hong Kong in joint fifth place (81%).           (SoURCe: MeDiA/CoMSCoRe)                                                                                                                                                               LoCAtionS)
       (SoURCe: AfP/StRAteGy AnALytiCS)




6 asia pacific digital marketing yearbook                                                                                                                                                                                                                                                                   asia pacific digital marketing yearbook 7
Asia Pacific online Ad Spend: 2009-2012                                                        Why Asians Unsubscribe from emails                                            Money talks, particularly if it's made of plastic. Of the                                    Mobile service revenues for the Asia Pacific region are
       MARKet                                          yeAR (US$ MiLLion)                             ReASon                                         % of APAC % of noRth AMeRiCA   region's internet users who do shop online, a sizeable 83%                                   tipped	to	hit	US$326.37	billion	by	the	end	of	2013,	an	
                                2009                2010               2011                   2012                                                ReSPonDentS        ReSPonDentS
       AUSTRALIA	 	             1,597	              1,748	             1,888	                 2,002   IRRELEVANT	CONTENT	                                   62	                67   of them said in a survey that they would continue to do so                                   increase	of	more	than	16%	from	the	end	of	2009.
       CHINA	        	          3,271	              4,089	             5,152	                 6,594   RECEIVE	TOO	FREQUENTLy	                               56	                64   with the aid of electronic payment cards.                                                    (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)

       HONG	KONG	 	               138	                146	               157	                   169   THINK	ADDRESS	BEING	SHARED/SOLD	                      30	                50   (SoURCe: SinA.CoM/ViSA)
       INDIA	        	            101	                117	               134	                   154   DON'T	RECALL	SIGNING	UP	                              20	                48                                                                                                Asia Pacific is the fastest growing market in terms of mobile
       INDONESIA	 	               0.9	                1.0	               1.4	                   1.8   PRIVACy	CONCERNS	                                     29	                32
       JAPAN	        	          7,324	              7,910	             8,724	                 9,509   (SoURCe: ePSiLon inteRnAtionAL)                                               When	the	region's	internet	users	do	shop	online	they	don't	                                  multimedia	revenue,	and	is	expected	to	generate	US$13.3	
       MALAySIA	 	                 26	                 34	                41	                    48                                                                                 just stick to local retailers. According to one survey, more                                 billion	in	2013,	representing	a	CAGR	of	13.8%	from	2008.	
       NEW	ZEALAND	               214	                251	               343	                   349   Why Asians open Permission-Based emails (PBes)                                than	one	third	(39%)	of	online	users	said	they	had	shopped	                                  (SoURCe: ieMARKetReSeARCh)

       SINGAPORE	 	                16	                 17	                18	                    19
                                                                                                      tyPe of SUBjeCt                                % of APAC % of noRth AMeRiCA   from overseas websites. The countries which showed the
       SOUTH	KOREA	             1,236	              1,397	             1,536	                 1,690
                                                                                                      Line Content                                ReSPonDentS        ReSPonDentS                                                                                                 Music is expected to drive the region's mobile multimedia
       TAIWAN	       	            208	                229	               252	                   277
                                                                                                      DISCOUNT	OFFER	                                       66	                59   biggest tendency towards shopping internationally are
       THAILAND	 	                  7	                  7	                 7	                     8                                                                                                                                                                              market moving forward. Revenue generated from Asia
                                                                                                      FREE	PRODUCT	OFFER	                                   63	                57   China and India.
       VIETNAM	      	            0.8	                0.9	               1.1	                   1.3
                                                                                                      CONTAINS	FAMILIAR	BRAND	NAME	                         60	                50   (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)                                                    Pacific's	mobile	music	sector	is	expected	to	reach	US$6.72	
       ASIA	PACIFIC	 	         14,142	             15,949	            18,258	                20,827
       (SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009)
                                                                                                      BREAKING	INFO/NEWS	                                   49	                34                                                                                                billion	by	2013,	a	significant	leap	from	the	US$2.27	billion	
                                                                                                      NEW	PRODUCT	ANNOUNCEMENT	                             48	                29
                                                                                                      FREE	SHIPPING	OFFER	                                  42	                36   What Asia Pacific is Doing online                                                            generated in 2008.
       Asia Pacific's top Social networks in 2009                                                     CONTAINS	RECENT	PURCHASE	INFO	                        43	                34   Key Site CAteGoRieS                                                             (% ReACh)    (SoURCe: ieMARKetReSeARCh)

       PRoPeRty                               2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)             LIMITED TIME OFFER                                    48                 31   ENTERTAINMENT		                                                                      71.2	
       TOTAL	INTERNET:	TOTAL	AUDIENCE		                                           465,291             CONTAINS	My	NAME	                                     37	                16   EMAIL		                                                                              59.0	   There were expected to be 1 billion mobile subscribers in
       SOCIAL	NETWORKING	                                                         254,209             OTHER	                                                 5	                 7   SOCIAL	NETWORKING		                                                                  56.1	
       FACEBOOK	                                                                   66,339             (SoURCe: ePSiLon inteRnAtionAL)                                               NEWS/INFORMATION	                                                                    55.2	   North	Asia	alone	by	the	end	of	2009,	with	80%	of	them	
       BAIDU	SPACE	                                                                48,212                                                                                           RETAIL	                                                                              54.4	   living in China. Those subscribers were anticipated to
       QQ.COM	ALUMNI	                                                              28,410                                                                                           BLOGS	                                                                               48.5	
       WINDOWS	LIVE	PROFILE	                                                       22,792
                                                                                                      What Asians do After opening PBes                                             TECHNOLOGy	                                                                          47.6	
                                                                                                                                                                                                                                                                                 generate	as	much	as	US$183	billion	in	revenues	for	that	
       ORKUT	                                                                      22,454
                                                                                                      ACtion                                         % of APAC % of noRth AMeRiCA   COMMUNITy	                                                                           47.5	   year.
                                                                                                                                                  ReSPonDentS        ReSPonDentS    GAMES	                                                                               47.1	
       CyWORLD	                                                                    19,377                                                                                                                                                                                        (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)
                                                                                                      CLICK	ON	A	WEBSITE	                                   87	                69   BUSINESS/FINANCE		                                                                   39.9	
       QQ.COM	MINI	WORLD	                                                          17,919
                                                                                                      ENTER	SWEEPSTAKES	OR	PROMOTION	                       57	                67   PHOTOS                                                                               34.2
       KAIXIN001	                                                                  16,405
                                                                                                      WATCH	VIDEO	CLIP	                                     63	                46   INSTANT	MESSAGING	                                                                   31.8	
                                                                                                                                                                                                                                                                                 By	2014,	the	number	of	mobile	subscribers	in	North	Asia	
       HI5	                                                                        15,886
       FRIENDSTER	                                                                 15,832
                                                                                                      PURCHASE	ONLINE	                                      62	                46   SPORTS	                                                                              26.3	   should	exceed	1.37	billion,	reflecting	a	CAGR	of	7.7%	
                                                                                                      PURCHASE	OFFLINE	AT	RETAIL	STORE	                     58	                48
       (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
       LoCAtionS)                                                                                     SIGN	UP	FOR	MORE	INFORMATION	                         67	                38
                                                                                                                                                                                    EDUCATION	                                                                           23.6	   (2008-2014). Mobile revenues meanwhile are expected to
                                                                                                                                                                                    TRAVEL	                                                                              22.7	
                                                                                                      CLICK	ON	ADVERTISED	LINK	IN	NEWSLETTER	               62	                34   CAREER	SERVICES	AND	…	                                                               20.8	   jump	to	US$229.8	billion	by	the	end	of	that	2014	–	a	CAGR	
       Asia Pacific's top 20 Digital Brands of 2009                                                   PLAy	A	GAME	
                                                                                                      (SoURCe: ePSiLon inteRnAtionAL)
                                                                                                                                                            55	                39   AUTOMOTIVE		                                                                         17.6	   of	5.2%	for	the	same	period.
       RAnK     BRAnD                                                                                                                                                               HEALTH                                                                               14.8    (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)

       1	       MCDONALD'S                                                                                                                                                          GOVERNMENT		                                                                         10.1
                                                                                                                                                                                    (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)
       2	       NOKIA
       3        KFC
                                                                                                                                                                                                                                                                                 There	were	expected	to	be	as	many	as	453.3	million	
       4        COCA-COLA                                                                               ❚ e-CoMMeRCe                                                                Asia Pacific's top online Retail Product Categories                                          mobile	subscribers	in	south	east	Asia	by	the	end	of	2009.	
       5	       NIKE                                                                                                                                                                RetAiL SUBCAteGoRy                                                             (% ReACh)     Currently	just	6%	of	them	–	or	22.9	million	people	–	are	
       6	       SONy
       7	       SAMSUNG                                                                               The	"virtual	goods"	industry	in	Asia	is	worth	US$7	billion,	                  RETAIL		                                                                             54.4	   3G	subscribers.
                                                                                                                                                                                    COMPARISON	SHOPPING		                                                                21.4	   (SoURCe: fRoSt & SULLiVAn/inteLLASiA)
       8        ADIDAS                                                                                putting	the	US$1	billion	that	is	generated	in	the	US	                         BOOKS		                                                                              17.8	
       9	       PIZZA	HUT
       10	      NESTLE                                                                                considerably in the shade. Asia's top market, China, was                      COMPUTER	HARDWARE		                                                                  11.3
                                                                                                                                                                                                                                                                                 The south east Asian mobile market is currently valued at
                                                                                                                                                                                    CONSUMER	ELECTRONICS		                                                               11.0	
       11       PEPSI                                                                                 expected	to	generate	around	US$5	billion	in	virtual	goods	                    COMPUTER	SOFTWARE		                                                                   9.2	   US$32	billion.	However,	while	the	number	of	subscribers	
       12	      CANON
       13       TOYOTA
                                                                                                      transactions	in	2009	alone.	Other	markets	leading	Asia's	                     APPAREL		                                                                             8.9	
                                                                                                                                                                                                                                                                                 rose	at	a	rate	of	18.4%	over	2009,	the	billings	rate	for	that	
                                                                                                                                                                                    HEALTH	CARE		                                                                         5.1	
       14	      HEINEKEN                                                                              dominance in the virtual goods market include Japan and                       MALL		                                                                                5.1	   period	rose	by	a	more	modest	13.6%.	Much	of	this	has	
       15	      CITIBANK                                                                              South	Korea	–	both	playing	home	to	thriving	online	and	                       FRAGRANCES/COSMETICS		                                                                3.8	
                                                                                                                                                                                                                                                                                 to do with the newest batch of subscribers coming from
       16	      OLAy
       17	      HONDA                                                                                 mobile gaming industries.                                                     RETAIL-MUSIC		                                                                        3.5	
                                                                                                                                                                                                                                                                                 emerging markets such as Cambodia, Vietnam, Indonesia
                                                                                                      (SoURCe: +8*/ViRtUALGooDSneWS.CoM)                                            RETAIL-FOOD                                                                           3.0
       18       PHILIPS
       19	      VISA
                                                                                                                                                                                    DEPARTMENT	STORES		                                                                   2.8	   and	the	Philippines,	all	exhibiting	lower	ARPUs.
                                                                                                                                                                                    TICKETS		                                                                             1.9	   (SoURCe: fRoSt & SULLiVAn/inteLLASiA)
       20	      HEAD	&	SHOULDERS                                                                      In a survey of six countries across Asia Pacific, an                          FLOWERS/GIFTS/GREETINGS		                                                             1.7	
       (SoURCe: tnS/DiGitAL MeDiA)
                                                                                                      overwhelming proportion of the region's online population                     JEWELRy/LUXURy	GOODS/ACCESSORIES		                                                    1.4
                                                                                                                                                                                                                                                                                 By the end of 2014, south east Asia could have as many as
                                                                                                                                                                                    CONSUMER	GOODS		                                                                      1.4	
       how Asia Pacific Defines Spam vs north America                                                 (89%)	said	they	had	shopped	online	in	the	past	year.	The	                     SPORTS/OUTDOOR		                                                                      1.4	   606	million	mobile	subscribers,	generating	around	US$36.2	
       Definition                                         % of APAC % of noRth AMeRiCA                Asian countries who show the biggest preference for online                    HOME	FURNISHINGS		                                                                    1.3	
                                                                                                                                                                                                                                                                                 billion in mobile revenues in that year.
                                                       ReSPonDentS        ReSPonDentS                                                                                               TOYS                                                                                  1.2
                                                                                                      shopping	are	South	Korea	(97%	of	respondents	who	said	                        (SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009)
                                                                                                                                                                                                                                                                                 (SoURCe: fRoSt & SULLiVAn)
       EMAILS	THAT	INTEND	TO	TRICK	ME	INTO	OPENING	THEM	           67	              83
       EMAILS	OF	AN	OFFENSIVE	SUBJECT	MATTER	                      69	              71                they	shopped	online),	China	(94%),	Japan	(94%)	and	
       ANy	EMAIL	I	RECEIVE	THAT	I	DID	NOT	ASK	FOR	OR	SUBSCRIBE	TO	 54	              73                Australia	(89%).                                                                                                                                                           Asians continue to lead the world when it comes to the
       EMAILERS	FROM	SENDERS	WHO	ARE	UNKNOWN	TO	ME	                52	              76                (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)                                                                                                                                  love of mobile shopping. In a survey, almost eight out of
       ALL	EMAILS	THAT	ARE	FILTERED	INTO	THE	JUNK	MAILBOX	
       ANy	EMAIL	I	RECEIVE	THAT	I	DON'T	WANT,	REGARDLESS	
                                                                   42	              45
                                                                                                                                                                                      ❚ MoBiLe                                                                                   ten mobile users in Asia Pacific "reported some mobile
       OF	WHETHER	I	SUBSCRIBED	                                    39	              39                What	are	internet	users	across	the	region	buying	online?	                                                                                                                  shopping	activity",	while	nearly	a	quarter	of	them	(23%)	
       ANy	EMAIL	SENT	TO	ME	FROM	A	SENDER	WHO	IS	NOT	                                                 Much the same as always, according to one survey which                        Asia Pacific buys more phones than any other region on                                       made some form of mobile purchase in the month of
       ON	My	ADDRESS	BOOK	OR	APPROVED	SENDER	LIST	                 29	              45
       AN	EMAIL	FROM	A	COMPANy	I	MAy	HAVE	GIVEN	PERMISSION	TO	
                                                                                                      found the most popular items purchased online over the                        earth.	Nearly	480	million	mobile	devices	were	sold	across	                                   December	2009.
       SEND	ME	MAIL	AT	ONE	TIME,	BUT	THAT	I	NO	LONGER	                                                past	year	have	been	clothes	(55%),	books	(50%)	and	                           Asia	in	2009	(compared	to	less	than	200	million	in	Western	                                  (SoURCe: MotoRoLA/eMARKeteR)

       WISH	TO	RECEIVE	                                            32	              39                music	downloads	(49%).                                                        Europe). And this year, the number will surpass half a
       EMAILS	FROM	COMPANIES	I	HAVE	A	RELATIONSHIP	WITH	                                              (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)
                                                                                                                                                                                    billion,	according	to	estimates,	with	nearly	547	million	                                    While	Asia	does	not	currently	lead	the	world	in	terms	
       OFFLINE,	BUT	TO	WHOM	I	NEVER	GAVE	PERMISSION	TO	CONTACT	
       ME VIA EMAIL                                                28               34                                                                                              expected to be sold across the region.                                                       of mobile payments, it is showing strong growth in this
       EMAILS	FROM	A	COMPANy	I	HAVE	DONE	BUSINESS	WITH	BUT	                                           And why do the region's internet users shop online                            (SoURCe: GARtneR)                                                                            area, with payment transaction values estimated to reach
       THAT	COME	TOO	FREQUENTLy	                                   23	              31                anyway? According to the same survey, the most popular                                                                                                                     US$29.8	billion	in	2013.	Pre-paid	top	ups	are	expected	
       ANy	EMAIL	THAT	TRIES	TO	SELL	ME	A	PRODUCT	OR	SERVICE,	
       EVEN	IF	I	KNOW	THE	SENDER	                                  27	              26
                                                                                                      reasons are the convenience of being able to shop anytime                     There are currently around 2.03 billion mobile subscribers                                   to	account	for	50%	of	this	amount,	followed	by	money	
       (SoURCe: ePSiLon inteRnAtionAL)                                                                (80%); to be able to compare prices and get better deals                      in	Asia	Pacific.	That's	expected	to	increase	to	2.53	billion	                                transfers as the next largest mobile payment category.
                                                                                                      (79%);	to	find	and	compare	products	(78%);	and	to	hunt	                       by	the	end	of	2013,	an	increase	of	nearly	25%.	China	and	                                    (SoURCe: ieMARKetReSeARCh)

                                                                                                      around	for	bargains	(75%).                                                    India	won't	be	the	only	countries	to	drive	this	growth	–	                                    By 2012, it is expected that there will be around 123
                                                                                                      (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)
                                                                                                                                                                                    Indonesia, the Philippines and Vietnam are expected to                                       million mobile payment users in the Asia Pacific region.
                                                                                                                                                                                                                                                                                 (SoURCe: ieMARKetReSeARCh)
                                                                                                                                                                                    display subscriptions booms as well.
                                                                                                                                                                                    (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)




8 asia pacific digital marketing yearbook                                                                                                                                                                                                                                                                                     asia pacific digital marketing yearbook 9
Adma digital marketing yearbook 2010
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Adma digital marketing yearbook 2010

  • 1. ASIA PACIFIC Digital Marketing Yearbook 2010 “ Stay engaged with your customer and flexibly “ follow the trends across multiple platforms. Edited by Rachel Oliver www.asiadma.com
  • 2. ABoUt the ASiA DiGitAL MARKetinG ASSoCiAtion Making The ears, eyes and voice of digital ❚ Why join the ADMA? Being a member gives you access: SUCCESS marketing in Asia • Unified voice for the industry to promote the use of digital and the Internet (in the media and with potential customers) • Forum for standards and best practice sharing The Asia Digital Marketing Association (ADMA) • Spokespeople to represent members and respond to criticism is the voice of, and advocate for, the digital • Industry contacts and networking opportunities • Sponsorship opportunities to raise awareness of your marketing industry in Asia (excluding Japan). brand • Discounted rates for regional events The ADMA is guided by senior executives in the • Notification of relevant speaking opportunities tangible. industry and is charged with gaining consensus • Professional digital marketing qualifications – discounted enrolment fees for members and providing leadership on key industry issues. • Entry in the online Membership Directory and annual Asia Pacific Digital Marketing Yearbook The ADMA actively promotes the benefits of • Job matching service to help you find staff using mobile and the Internet as channels to communicate with consumers as well as lobbying ❚ hoW to join the ADMA and public relations assistance for member Membership fees are set low enough to encourage universal membership among industry players, and taken companies. together provide sufficient revenues to underwrite regular activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for some The ADMA is a non-profit organisation with a events. membership base representing online publishers/ Visit www.asiadma.com/membership/join and complete the online registration form. portals, agencies, research companies, technology/ service companies and marketers/advertisers. Visit www.asiadma.com for more details. The ADMA gives heartfelt thanks all our members for their support and contributions: ADMA Patrons: Welcome to the new Fortune. Re-imagined, With unrivaled access to the world’s most ADMA Corporate members: refined and re-focused to deliver the insight influential leaders and companies. And the ad:tech, Admax Network, AGENDA Group Asia, BBE, British Council, comScore, Coremetrics, draftFCB China, Dow Jones Publishing you need now. In brief and in depth. trusted perspective you need to succeed. Company (Asia), Edipresse, Experian Hong Kong, eyeblaster, Financial Times, Google Hong Kong, Hewlett Packard, Johnson & Johnson Vision Care Asia Pacific, KatalystM, Lucini & Lucini, Mediaplex, MRM Worldwide, NDS Asia Pacific, Nielsen Online, Omnicom Group, Omniture, PGi, Publicis Modem Singapore, Pulse Mediatech, SCMP.com, Singapore Press Holdings, SingTel Digital Media (inSing), The Economist, The Hyperfactory, The Rubicon Project, The Upper Storey, TIME & Fortune, Universal McCann, Vocational Training Council, Wunderman, wwwins Isobar, ZUJI And all our individual members. asia pacific digital marketing yearbook 1 ©2010 FORTUNE is a registered trademark of Time Inc.
  • 3. Contents ❚ ASiA PACifiC 6 ❚ inDoneSiA 34 ❚ SinGAPoRe 54 Essential reading ❚ AUStR ALiA 12 ❚ jAPAn 38 ❚ SoUth KoReA 58 ❚ ChinA 18 ❚ MALAySiA 42 ❚ tAiWAn 62 Anytime, anywhere THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE ❚ honG KonG 26 ❚ neW ZeALAnD 46 ❚ thAiLAnD 66 The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms. Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from the world's most trusted source for global news and analysis. To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at wsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701. ❚ inDiA 30 ❚ the PhiLiPPineS 50 ❚ VietnAM 70 asia pacific digital marketing yearbook 3
  • 4. • When it comes to making online purchases, Asians Another trend to watch is the balance of paid, owned 2010: Multiple Platforms, across the board listen closely to their friends. Nearly and earned media. Paid media such as rich media, display, half (48%) of South Korean internet users said they search and sponsored content remain the dominant forms had bought something in the past because it was of online marketing expenditure. Companies and brands continue to trust the control over the media plan and the Infinite Choices either discussed or recommended by one of their online friends, as have 38.2% of Malaysians, 40.4% of content that paid media offers. Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's Owned media such as corporate websites, brand and one third of Filipinos. websites and microsites have always been an important • Mobile shopping is taking hold of the region, with nearly component of the online marketing mix. Now increasingly eight out of 10 Asian mobile users engaging in some social media such as Facebook pages and Twitter feeds form of mobile shopping activity in the past year. are being added to the mix (except in China, where they D • The Koreans are the top shoppers, with 97% of internet are blocked, and marketers use other similar services). igital marketing in Asia Pacific in 2010 users say they have shopped online. These owned media feeds provide both controlled content offers an almost infinite combination of ways • Indians spent the least amount of time online of any distribution opportunities, as well as platforms for customer to engage customers, participate in their Asian nation, at 11 hours per month. and community interaction. communities, sell them products and services, • 63% of Singaporeans online watch TV at the same The dynamics of earned media are different, when and build brands and corporate reputations. time. customers become the channel, and brands have no control Content can be highly personalised, relevant • Japan leads the pack with mobile social media – more of what is said or shared. However, when brands get and localised deeply to take into account than 75% of social network users only access the sites positive word of mouth from earned media, it is credible factors such as language, location, time of via their mobiles. and powerful. Earned media, and to some extent the social day, past behaviour and stated preferences. • The Filipinos lead the world in SMS, with two billion text media aspects of owned media, have more in common with The range of available media is staggering, messages sent every day. public relations than traditional advertising. value-priced, and offers exceptional • Hong Kong people take the instant message crown, After we waded through terabytes of statistics on targeting. And this year the true "internet spending twice as much time IM'ing as anyone else in platform usage, media consumption, and broadband and experience in the palm of your hand" is now the region. mobile penetration in order to compile this Yearbook, available in many urban centres across the • More than half the Asia Pacific region's online population it's easy to see why some marketers lose sight of their region, thanks to the spread of smartphones, 3G is Chinese, but they are the least prolific users of search customers and become pre-occupied with the technology. networks, and the applications that run on them. in Asia Pacific. Our hope at the Asia Digital Marketing Association is that There is a battle of epic proportions going on to • Australians spend more time on social networking this Yearbook helps you get beyond facts and figures, and determine which platforms will host the majority of online sitesthan anyone else in the world (seven hours a provides you insights that will make you a better and more users' activities. The days when a portal was a web month) and 27% of all Australians blog. successful marketer. user's main access point to the internet are long over, At the end of the day, there really is no such thing as a but it's not yet clear what will take its place. Will the Online advertising spending has rebounded, following digital strategy, just solid marketing strategies that happen future be driven by search? Social networking? Mobilility? recovery from the recession, and continues to grow. to use digital channels. No one has a crystal ball into what A device? An application? A browser? Microblogging? However, there is no consistent pattern across the region. devices, applications, web services, and sites tomorrow's Google, Facebook, Twitter, Apple, Microsoft, Skype In 2009, Japan's online ad revenue grew just 1.2% over customer will use, so stay engaged with your customer and and Yahoo! are just a few of the international players 2008, but hit a milestone: more money was spent on online flexibly follow the trends across multiple platforms. experimenting with different mixtures of applications, media than on newspaper advertising for the first time. In content and devices in their quest to be dominant. And Last year it seemed that social networking – and more China in 2009, 16.69% of all ad spend was online. Contrast David Ketchum is Chairman, Asia Digital Marketing in Asia Pacific, some world-class companies are looking particularly Facebook – might take over as the dominant this statistic with the Philippines, where just 1% of total Association and President of Bite Communications, to meet local needs or expand globally, such as Alibaba, "operating system" of the internet. Now it's clear there are advertising expenditure is online and SMS reigns supreme. Asia Pacific. Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra multiple players. For example, people on Windows Mobile For reference, Singapore's percentage of online spending and others. Of note: Tencent is now among the top five phones access Gmail. Someone is searching Baidu using stands at approximately 6%. sites visited globally. a FireFox browser. A teenager is playing a Playfish game These developments are exciting and empowering on Facebook. People are transferring money with Alipay. A We're back! for marketers, advertisers, and their agencies. The YouTube video is streaming through a Yahoo! site. Someone consolidation of major players in the global internet is Skyping on an Apple laptop, while someone else is IM'ing industry such as Google's purchase of DoubleClick on their Nokia. A Chinese teenager just connected with a friend on RenRen with a 163.com email address. T and the Microsoft/Yahoo! search deal, offers scale, and unprecedented reach and frequency for online marketing. The platform companies continuously refine their his is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital That's matched with localised innovation that is bubbling revenue models and try to grab market share, which Marketing Association (ADMA) with the help of our members and supporters. Thanks to all up and providing new, highly relevant opportunities for is healthy because their platforms interconnect and our contributors for this year's collection of information, insights and case studies. And, a huge engagement. The reality is that no one platform is going produce hundreds of thousands of customer touchpoints to win the markret outright, and whether each competitor for marketers to engage. How marketers deploy these thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to purports to be "open" or not, they all have the potential to platforms and what campaign ideas will be most successful designer Garry Tipping who once again made this mammoth project a reality. overlap and underlie one another. To quote author David is far from universal and, as in past years we're seeing The Yearbook is produced by the ADMA as a service to marketing directors, agency Weinberger's book title, the internet remains "Small Pieces increasing diversity in consumer habits across the region. executives and business people who want to know what's happening online in the Asia Pacific Loosely Joined" rather than a monolithic, consistent entity, Here's a look at some of the trends in Asia Pacific, and despite various companies' attempts. The iPhone (and now of course there is much more detail in each of the country region. the iPad) and its apps-and-content ecosystem as helped sections of this Yearbook. Printed copies of the complete Yearbook are available to full members of the ADMA, so join blaze new trails in mobility, e-commerce and content. today if you are not yet a member at www.asiadma.com. As always, the PDF download However, there are also plenty of other cutting edge • Internet users in Asia Pacific spent more than version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com. devices (30% of the world's smartphone market is in Asia 5.6 trillion minutes online in 2009, and bought Pacific) and plenty of other platforms driving the trend. US$7 billion in virtual goods. 4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
  • 5. ASiA PACifiC In September 2009 alone, the region's internet users made 38.6 billion searches, averaging up to 88 searches per user Asian search engines now easily compete with the rest of the world. Chinese site Baidu.com came third behind in that month. Google and yahoo! in a ranking of top sites by search (SoURCe: CoMSCoRe) traffic in July 2009. While Google had 76.7 billion searches that month, giving it 67.5% market share, yahoo! received Nearly half of all search activity (44.1%) across the region 8.9 billion searches (7.8% market share) with Baidu very in September 2009 took place on Google, representing close behind with 8 billion searches and 7% market share. 17 billion searches. (SoURCe: CoMSCoRe) (SoURCe: CoMSCoRe) An Asian brand is now in the global top five online how Long Asia Pacific Spent online in 2009 2009 AVeRAGe 2009 totAL 2009 AVeRAGe 2009 AVeRAGe properties ranked by time spent. Tencent joins Microsoft, MonthLy UniqUe MinUteS SPent MonthLy MinUteS MonthLy Google, yahoo! and Facebook as the sites internet users ViSitoRS ('000) onLine (MM) SPent PeR ViSitS PeR ViSitoR ViSitoR spend their most time on. Globally, internet users spent WoRLDWiDe 1,139,370 18,830,995 1,376.7 49.0 893 million minutes on Tencent in September 2009. ASIA PACIFIC 465,291 5,641,870 1,008.4 40.8 (SoURCe: CoMSCoRe) CHINA 211,684 2,374,432 858.3 44.6 JAPAN 66,176 887,023 1,114.5 42.4 INDIA 34,766 270,697 646.9 23.1 The average online user in Asia Pacific receives 170 SOUTH KOREA 28,606 618,618 1,797.8 59.2 promotional emails a week, nearly half as much as the AUSTRALIA 12,444 178,922 1,198.0 38.5 TAIWAN 11,750 145,324 1,030.6 37.7 average North American (300 emails a week). (SoURCe: ePSiLon inteRnAtionAL) MALAySIA 9,271 94,742 851.6 29.8 HONG KONG 3,896 65,684 1,402.5 43.6 SINGAPORE 2,651 41,899 1,315.8 39.3 Special offers and discounts seem to work well across Asia, NEW ZEALAND 2,543 28,303 926.1 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK 33.6 with 58% of Asian (ex Australia) internet users saying they LoCAtionS) made online purchases as a result of a coupon or offer they received in an email. Asia Pacific's online Gaming Usage in 2009 (SoURCe: ePSiLon inteRnAtionAL) 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe MonthLy MonthLy UniqUe MonthLy MinUteS MonthLy ReACh (%) ViSitoRS ('000) SPent PeR ViSitoR ViSitS PeR Asia Pacific's top 50 Sites of 2009 ViSitoR Site 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000) WORLDWIDE 37.5 426,884 105.8 9.1 GOOGLE SITES 277,307 ASIA PACIFIC 30.9 143,636 51.9 7.1 yAHOO! SITES 225,320 SINGAPORE 41.2 1,093 66.5 7.2 MICROSOFT SITES 211,123 SOUTH KOREA 34.2 9,777 138.1 11.9 TENCENT 150,396 NEW ZEALAND 34.1 869 86.2 8.0 BAIDU 146,974 AUSTRALIA 33.9 4,230 72.2 7.7 SINA 104,565 CHINA 32.4 68,458 30.3 7.4 ALIBABA.COM 83,956 ❚ DeMoGR APhiCS Asia Pacific's internet Users 2009 HONG KONG 29.5 1,151 118.5 7.9 NETEASE 78,509 MALAySIA 28.3 2,628 56.0 5.3 SOHU 77,641 CoUntRy inteRnet PenetRAtion USeR GRoWth % of USeRS TAIWAN 26.6 3,133 24.9 4.5 WIKIMEDIA FOUNDATION SITES 77,374 USeRS (M) RAte (%) 2000-2009 (%) in ASiA JAPAN 24.4 16,194 82.1 8.6 XUNLEI NETWORKING 70,454 The Asia Pacific region is easily home to the biggest ASIA PACIFIC 764.43 20.1 568.8 100 INDIA 17.6 6,117 45.0 4.1 CBS INTERACTIVE 67,693 internet audience on earth, with more than 764 million AUSTRALIA 17.03 80.1 158.1 – (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK FACEBOOK 66,339 CHINA 384.00 28.7 1,606.7 50.2 LoCAtionS) internet users as of early 2010. To put this in context, the HONG KONG 4.87 69.2 113.7 0.6 TUDOU SITES 56,537 AMAZON SITES 53,115 rest of the world has around 995 million internet users INDIA 81.00 7.0 1,520 10.6 Asia Pacific's Social networking Users KUGOU 51,506 INDONESIA 30.00 12.5 1,400 3.9 between them. JAPAN 95.97 75.5 103.9 12.6 MARKet totAL inteRnet SoCiAL netWoRKinG % of inteRnet yOUKU 49,235 (SoURCe: inteRnetWoRLDStAtS) USeRS*('000) USeRS ('000) USeRS OAK PACIFIC INTERACTIVE SITES 48,418 MALAySIA 16.90 65.7 356.8 2.2 CHINA 215,460 105,379 49 APPLE 46,398 NEW ZEALAND 3.50 83.1 321.7 – HONG KONG 3,921 2,502 64 PCONLINE.CN SITES 45,974 It's not only the biggest, it's the fastest growing too. Asia PHILIPPINES 24.00 24.5 1,100 3.1 INDIA 35,432 22,259 63 EBAy 40,479 SINGAPORE 3.37 72.4 180.8 0.4 Pacific now plays home to the fastest growing internet SOUTH KOREA 37.47 77.3 96.8 4.9 INDONESIA 6,014 5,074 84 RAKUTEN 39,079 population in the world. China, India and Japan were JAPAN 67,586 24,276 36 FC2 38,357 TAIWAN 15.14 65.9 141.9 2.0 MALAySIA 9,400 6,344 67 AOL 37,328 mainly to thank for Asia's 22% increase in usage in the THAILAND 16.10 24.4 600.0 2.1 PHILIPPINES 4,526 3,924 87 GMO INTERNET GROUP 36,849 VIETNAM 22.77 25.7 11,289.9 3.0 year up to September 2009, with China taking home (SoURCe: inteRnetWoRLDStAtS; APRiL 2010) SINGAPORE 2,696 2,085 77 NTT GROUP 35,588 SOUTH KOREA 28,978 16,632 57 56 35,311 the prize for the fastest-growing country in Asia. China TAIWAN 11,932 7,565 63 ADOBE SITES 35,030 experienced a 31% surge of internet users in that period, VIETNAM 5,625 2,947 52 PPSTREAM 34,928 (SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL bringing its own total audience to 220.8 million. LIVEDOOR 32,834 ❚ USeR BehAVioUR CoMPUteRS) (SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe) NHN 31,497 CyBERAGENT 31,059 WORDPRESS 30,961 Asia Pacific will also be the main driving force behind the The Asia Pacific region's internet users spent more than LyCOS SITES 30,665 global adoption of broadband moving forward. By 2013, 5.6 trillion minutes online between them in 2009. ❚ onLine ADVeRtiSinG THE MOZILLA ORGANISATION 29,560 (SoURCe: CoMSCoRe) NIFTy 29,425 the region is expected to be home to 49% of the global ASK NETWORK 27,656 broadband market. There are anticipated to be more than Half of the top 20 sites across the Asia Pacific region are PHOENIX TELEVISION 27,472 On average, internet users across the Asia Pacific region 640 million broadband users worldwide by 2013. There based in China. SONy ONLINE 27,260 each spent 1,008.4 minutes online per month in 2009, (SoURCe: CoMSCoRe) RECRUIT CO 25,738 are currently more than 160 million broadband subscribers lower than the world monthly average of 1,376.7 minutes. QIANQIAN 25,713 across Asia Pacific. (SoURCe: CoMSCoRe) On a regional basis, Asia Pacific is now only slightly behind KAKAKU 25,651 (SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS) PCPOP SITES 25,459 Europe and the Middle East (EMEA) in the spamming XINHUA NEWS AGENCy 25,028 Search is a considerably more popular activity today FOX INTERACTIVE MEDIA 24,732 Four out of the top 10 countries in the world ranked by stakes. In October 2009, nearly one quarter (23%) of all amongst the region's internet users than it was a year CHINAByTE TECHNOLOGy CO. 23,536 home broadband use are from Asia. South Korea tops spam globally orginated from Asia, compared to the 28% SAKURA INTERNET 23,513 ago. In the space of one year (from September 2008 to the list, with 95% of its homes now having access to that came from EMEA. TOM.COM 23,121 September 2009) the number of searches conducted by (SoURCe: SyMAnteC) KINGSOFT 22,587 broadband; followed by Singapore (88%) in second place; Asia Pacific users jumped by 33%. 4399 22,457 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK with Taiwan and Hong Kong in joint fifth place (81%). (SoURCe: MeDiA/CoMSCoRe) LoCAtionS) (SoURCe: AfP/StRAteGy AnALytiCS) 6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
  • 6. Asia Pacific online Ad Spend: 2009-2012 Why Asians Unsubscribe from emails Money talks, particularly if it's made of plastic. Of the Mobile service revenues for the Asia Pacific region are MARKet yeAR (US$ MiLLion) ReASon % of APAC % of noRth AMeRiCA region's internet users who do shop online, a sizeable 83% tipped to hit US$326.37 billion by the end of 2013, an 2009 2010 2011 2012 ReSPonDentS ReSPonDentS AUSTRALIA 1,597 1,748 1,888 2,002 IRRELEVANT CONTENT 62 67 of them said in a survey that they would continue to do so increase of more than 16% from the end of 2009. CHINA 3,271 4,089 5,152 6,594 RECEIVE TOO FREQUENTLy 56 64 with the aid of electronic payment cards. (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA) HONG KONG 138 146 157 169 THINK ADDRESS BEING SHARED/SOLD 30 50 (SoURCe: SinA.CoM/ViSA) INDIA 101 117 134 154 DON'T RECALL SIGNING UP 20 48 Asia Pacific is the fastest growing market in terms of mobile INDONESIA 0.9 1.0 1.4 1.8 PRIVACy CONCERNS 29 32 JAPAN 7,324 7,910 8,724 9,509 (SoURCe: ePSiLon inteRnAtionAL) When the region's internet users do shop online they don't multimedia revenue, and is expected to generate US$13.3 MALAySIA 26 34 41 48 just stick to local retailers. According to one survey, more billion in 2013, representing a CAGR of 13.8% from 2008. NEW ZEALAND 214 251 343 349 Why Asians open Permission-Based emails (PBes) than one third (39%) of online users said they had shopped (SoURCe: ieMARKetReSeARCh) SINGAPORE 16 17 18 19 tyPe of SUBjeCt % of APAC % of noRth AMeRiCA from overseas websites. The countries which showed the SOUTH KOREA 1,236 1,397 1,536 1,690 Line Content ReSPonDentS ReSPonDentS Music is expected to drive the region's mobile multimedia TAIWAN 208 229 252 277 DISCOUNT OFFER 66 59 biggest tendency towards shopping internationally are THAILAND 7 7 7 8 market moving forward. Revenue generated from Asia FREE PRODUCT OFFER 63 57 China and India. VIETNAM 0.8 0.9 1.1 1.3 CONTAINS FAMILIAR BRAND NAME 60 50 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) Pacific's mobile music sector is expected to reach US$6.72 ASIA PACIFIC 14,142 15,949 18,258 20,827 (SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009) BREAKING INFO/NEWS 49 34 billion by 2013, a significant leap from the US$2.27 billion NEW PRODUCT ANNOUNCEMENT 48 29 FREE SHIPPING OFFER 42 36 What Asia Pacific is Doing online generated in 2008. Asia Pacific's top Social networks in 2009 CONTAINS RECENT PURCHASE INFO 43 34 Key Site CAteGoRieS (% ReACh) (SoURCe: ieMARKetReSeARCh) PRoPeRty 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000) LIMITED TIME OFFER 48 31 ENTERTAINMENT 71.2 TOTAL INTERNET: TOTAL AUDIENCE 465,291 CONTAINS My NAME 37 16 EMAIL 59.0 There were expected to be 1 billion mobile subscribers in SOCIAL NETWORKING 254,209 OTHER 5 7 SOCIAL NETWORKING 56.1 FACEBOOK 66,339 (SoURCe: ePSiLon inteRnAtionAL) NEWS/INFORMATION 55.2 North Asia alone by the end of 2009, with 80% of them BAIDU SPACE 48,212 RETAIL 54.4 living in China. Those subscribers were anticipated to QQ.COM ALUMNI 28,410 BLOGS 48.5 WINDOWS LIVE PROFILE 22,792 What Asians do After opening PBes TECHNOLOGy 47.6 generate as much as US$183 billion in revenues for that ORKUT 22,454 ACtion % of APAC % of noRth AMeRiCA COMMUNITy 47.5 year. ReSPonDentS ReSPonDentS GAMES 47.1 CyWORLD 19,377 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn) CLICK ON A WEBSITE 87 69 BUSINESS/FINANCE 39.9 QQ.COM MINI WORLD 17,919 ENTER SWEEPSTAKES OR PROMOTION 57 67 PHOTOS 34.2 KAIXIN001 16,405 WATCH VIDEO CLIP 63 46 INSTANT MESSAGING 31.8 By 2014, the number of mobile subscribers in North Asia HI5 15,886 FRIENDSTER 15,832 PURCHASE ONLINE 62 46 SPORTS 26.3 should exceed 1.37 billion, reflecting a CAGR of 7.7% PURCHASE OFFLINE AT RETAIL STORE 58 48 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS) SIGN UP FOR MORE INFORMATION 67 38 EDUCATION 23.6 (2008-2014). Mobile revenues meanwhile are expected to TRAVEL 22.7 CLICK ON ADVERTISED LINK IN NEWSLETTER 62 34 CAREER SERVICES AND … 20.8 jump to US$229.8 billion by the end of that 2014 – a CAGR Asia Pacific's top 20 Digital Brands of 2009 PLAy A GAME (SoURCe: ePSiLon inteRnAtionAL) 55 39 AUTOMOTIVE 17.6 of 5.2% for the same period. RAnK BRAnD HEALTH 14.8 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn) 1 MCDONALD'S GOVERNMENT 10.1 (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 2 NOKIA 3 KFC There were expected to be as many as 453.3 million 4 COCA-COLA ❚ e-CoMMeRCe Asia Pacific's top online Retail Product Categories mobile subscribers in south east Asia by the end of 2009. 5 NIKE RetAiL SUBCAteGoRy (% ReACh) Currently just 6% of them – or 22.9 million people – are 6 SONy 7 SAMSUNG The "virtual goods" industry in Asia is worth US$7 billion, RETAIL 54.4 3G subscribers. COMPARISON SHOPPING 21.4 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 8 ADIDAS putting the US$1 billion that is generated in the US BOOKS 17.8 9 PIZZA HUT 10 NESTLE considerably in the shade. Asia's top market, China, was COMPUTER HARDWARE 11.3 The south east Asian mobile market is currently valued at CONSUMER ELECTRONICS 11.0 11 PEPSI expected to generate around US$5 billion in virtual goods COMPUTER SOFTWARE 9.2 US$32 billion. However, while the number of subscribers 12 CANON 13 TOYOTA transactions in 2009 alone. Other markets leading Asia's APPAREL 8.9 rose at a rate of 18.4% over 2009, the billings rate for that HEALTH CARE 5.1 14 HEINEKEN dominance in the virtual goods market include Japan and MALL 5.1 period rose by a more modest 13.6%. Much of this has 15 CITIBANK South Korea – both playing home to thriving online and FRAGRANCES/COSMETICS 3.8 to do with the newest batch of subscribers coming from 16 OLAy 17 HONDA mobile gaming industries. RETAIL-MUSIC 3.5 emerging markets such as Cambodia, Vietnam, Indonesia (SoURCe: +8*/ViRtUALGooDSneWS.CoM) RETAIL-FOOD 3.0 18 PHILIPS 19 VISA DEPARTMENT STORES 2.8 and the Philippines, all exhibiting lower ARPUs. TICKETS 1.9 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 20 HEAD & SHOULDERS In a survey of six countries across Asia Pacific, an FLOWERS/GIFTS/GREETINGS 1.7 (SoURCe: tnS/DiGitAL MeDiA) overwhelming proportion of the region's online population JEWELRy/LUXURy GOODS/ACCESSORIES 1.4 By the end of 2014, south east Asia could have as many as CONSUMER GOODS 1.4 how Asia Pacific Defines Spam vs north America (89%) said they had shopped online in the past year. The SPORTS/OUTDOOR 1.4 606 million mobile subscribers, generating around US$36.2 Definition % of APAC % of noRth AMeRiCA Asian countries who show the biggest preference for online HOME FURNISHINGS 1.3 billion in mobile revenues in that year. ReSPonDentS ReSPonDentS TOYS 1.2 shopping are South Korea (97% of respondents who said (SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009) (SoURCe: fRoSt & SULLiVAn) EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 67 83 EMAILS OF AN OFFENSIVE SUBJECT MATTER 69 71 they shopped online), China (94%), Japan (94%) and ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 54 73 Australia (89%). Asians continue to lead the world when it comes to the EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 52 76 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) love of mobile shopping. In a survey, almost eight out of ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX ANy EMAIL I RECEIVE THAT I DON'T WANT, REGARDLESS 42 45 ❚ MoBiLe ten mobile users in Asia Pacific "reported some mobile OF WHETHER I SUBSCRIBED 39 39 What are internet users across the region buying online? shopping activity", while nearly a quarter of them (23%) ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT Much the same as always, according to one survey which Asia Pacific buys more phones than any other region on made some form of mobile purchase in the month of ON My ADDRESS BOOK OR APPROVED SENDER LIST 29 45 AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO found the most popular items purchased online over the earth. Nearly 480 million mobile devices were sold across December 2009. SEND ME MAIL AT ONE TIME, BUT THAT I NO LONGER past year have been clothes (55%), books (50%) and Asia in 2009 (compared to less than 200 million in Western (SoURCe: MotoRoLA/eMARKeteR) WISH TO RECEIVE 32 39 music downloads (49%). Europe). And this year, the number will surpass half a EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) billion, according to estimates, with nearly 547 million While Asia does not currently lead the world in terms OFFLINE, BUT TO WHOM I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 28 34 expected to be sold across the region. of mobile payments, it is showing strong growth in this EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT And why do the region's internet users shop online (SoURCe: GARtneR) area, with payment transaction values estimated to reach THAT COME TOO FREQUENTLy 23 31 anyway? According to the same survey, the most popular US$29.8 billion in 2013. Pre-paid top ups are expected ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER 27 26 reasons are the convenience of being able to shop anytime There are currently around 2.03 billion mobile subscribers to account for 50% of this amount, followed by money (SoURCe: ePSiLon inteRnAtionAL) (80%); to be able to compare prices and get better deals in Asia Pacific. That's expected to increase to 2.53 billion transfers as the next largest mobile payment category. (79%); to find and compare products (78%); and to hunt by the end of 2013, an increase of nearly 25%. China and (SoURCe: ieMARKetReSeARCh) around for bargains (75%). India won't be the only countries to drive this growth – By 2012, it is expected that there will be around 123 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) Indonesia, the Philippines and Vietnam are expected to million mobile payment users in the Asia Pacific region. (SoURCe: ieMARKetReSeARCh) display subscriptions booms as well. (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA) 8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9