ADMA Digital Marketing Yearbook 2012

“
Edited by Rachel Oliver
ASIA PACIFIC
Digital Marketing
Yearbook 2012
With one billion
internet users now in
Asia Pacific, marketers
need to get local and
personal.
www.asiadma.com

asia pacific digital marketing yearbook 1
The Asia Digital Marketing Association
(ADMA) is a non-profit organisation with a
membership base spanning the full range of
the digital marketing ecosystem, from portals
and publishers, to advertisers, e-commerce
platforms, agencies, technology solutions
providers, and research houses. The mission
of the ADMA is to grow the use of digital for
effective marketing investment. This will be
achieved by being an authoritative source
of insight and statistics, hosting networking
events, and facilitating professional
development. In addition, the ADMA engages
with senior executives to gain consensus and
provide a voice on key industry issues.
Being a member gives you access:
• 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
• Spokespeople to represent members and respond
to criticism
• Insights on what advertisers, agencies and publishers
are thinking
• Industry contacts and networking opportunities
• Sponsorship opportunities to raise awareness of
your brand
• Discounted rates for regional events
• Notification of relevant speaking opportunities
• Professional and entry level digital marketing
qualifications - discounted enrolment fees for members
• Company listing in the online Membership Directory and
annual Asia Pacific Digital Marketing Yearbook
• Job matching service to help you find staff
to join the ADMA
Membership fees are set low enough to encourage
universal membership among industry players and, taken
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 events.
To join, simply complete the online registration form at
www.asiadma.com/membership/join.
• ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION •
The ears, eyes and voice of digital marketing in Asia
Visit www.asiadma.com for more details.
The ADMA gives heartfelt thanks to all our members for their support and contributions:
ADMA Patrons:
ADMA Corporate members:
Acxiom Corporation, Adobe Systems, ad:tech, AGENDA Group Asia, Branded, Colgate-Palmolive, comScore, ConnectedGroup,
Digital Chameleon, eBay Classifieds Group, Econsultancy, E-Dialog, Edipresse, emailvision, emarsys, Experian Marketing Services,
Financial Times, Ignite Media Group, Innity, isobar Hong Kong, KatalystM, Lithium Technologies, LinkedIn, Message Systems,
OgilvyOne Worldwide, Philips Electronics Hong Kong, PUMA Asia Pacific, Rajah & Tann, SCMP.com, StarHub, The Economist online,
The Nielsen Company Hong Kong, The Wall Street Journal, UBM Asia, Universal McCann, Wunderman
And all our SME members.
©2012DowJones&Company,Inc.Allrightsreserved.
Reaching over 8 million unique visitors per month in Asia*
through a range of digital platforms
For integrated advertising solutions,
please contact us at wsja.advertising@dowjones.com
*comScore March 2012
360° Digital Advertising Opportunities

Contents
• Asia Pacific 6• Asia Pacific 6
• Australia 14• Australia 14
• CHINA 22• CHINA 22
• HONG KONG 30• HONG KONG 30
• INDIA 37• INDIA 37
• INDONESIA 42• INDONESIA 42
• JAPAN 48• JAPAN 48
• MALAYSIA 54• MALAYSIA 54
• NEW ZEALAND 62• NEW ZEALAND 62
• THE PHILIPPINES 66• THE PHILIPPINES 66
• SINGAPORE 70• SINGAPORE 70
• SOUTH KOREA 76• SOUTH KOREA 76
• TAIWAN 81• TAIWAN 81
• THAILAND 84• THAILAND 84
• VIETNAM 87• VIETNAM 87

4 asia pacific digital marketing yearbook
running throughout the web and, in China, QQ, Pengyou
and Sina Weibo have become major forces. More than 300
million users post 100 million comments and messages
every day on Sina Weibo. Social networking sites have
72.2% reach across the region, and hundreds of millions
of people connect on Facebook, LinkedIn, Cyworld (Korea),
Mixi (Japan), Qzone, Ren Ren, Kaixin (China) and other
localised equivalents. And in search Google and Baidu and
Bing and Yahoo! are helping users and marketers to find
the content and audiences they are seeking online.
Another trend is that internet users are using the web
in increasingly diverse and specific ways. Depending on
location, income, age, availability of broadband, use of a
smartphone and many other factors, one user's experience
can be almost totally different than another's. From a
lifestyle perspective, regionwide the top four reasons Asia
Pacific internet users go online are to stay up to date on
news and events, stay in touch with friends, research
products to buy, and to do research for work. In order from
high to low, they are most likely to send an email, watch
a video clip, do internet banking, purchase a product,
review a produce or brand online, connect via an instant
messenger, share photos or manage their social media.
But significantly, the "long tail" of what people are doing
online goes on and on, to include blogging, micro blogging,
gaming, using Cloud-based software and apps, posting on
websites/forums/BBS, or buying on a group buying service.
This fragmentation of online activities and communities
is matched with an explosion of information. By 2015, Asia
Pacific's internet users will be generating 530,000 petabytes
of information a year, up from 67,000 in 2010. That's the
equivalent of every person on Earth exchanging about 50
newspapers' worth of information every day. Dropping
costs of storage and new business models are facilitating
the storing and sharing of enormous amounts of data,
including an increasing amount of video. At the same time
that online audiences and media channels are becoming
increasingly specialised and focused, they are also growing
in scale. We saw a similar phenomenon when cable and
satellite TV channels chipped away at the dominance of the
TV networks, but the digital transformation is happening
on steroids, with growth rates and a scale that surpasses
television numbers.
So how are marketers reacting to the changes in
online behaviour and the opportunities large scale
communities offer? Here's a snapshot of trends and
data, and there is lots more detail in the Yearbook:
• Online advertising spend in Asia Pacific reached US$24.8
billion in 2011, making the region second only to the
US, with US$34.5 billion.
• Every marketing dollar spent online returns US$1.78,
exceeding the returns of all other marketing media
including TV, print, out of home and trade (according to
Nielsen).
• By 2015, Asia Pacific is expected to account for a third
of all global mobile ad spend, reaching US$6.92 billion.
• India, China, Australia and Japan are expected to
generate US$258 billion in commerce sales in 2012
between them, and mobile commerce is on the rise
with 34% of mobile internet users in China and Korea
transacting via handheld devices.
• Mobile app downloads reached 5 billion in 2011,
generating US$871 million.
David Ketchum is Chairman, Asia Digital Marketing
Association and President of Bite Communications,
Asia Pacific.
T
here are now more than one billion people online
across Asia Pacific (1.016 billion to be precise -
nearly 46% of the world's total), and 623 million
people access the web via mobile. Although this
enormous and growing addressable market seems to hold
boundless business potential for marketers, the reality is
more complicated - and more interesting. The headline one
billion user number is made up of hundreds of thousands
of communities of users, spread across a wide variety of
devices and platforms, languages and cultures, and who
use the web in a profusion of different ways.
The implications and opportunities for marketers
are far-reaching:
• Social media continues to gain in importance, but
brands have to proceed with caution. Although 60% of
social networkers say that social networks are a good
place to learn about brands, 50% also say they don't
want to be bothered by brands.
• Social commerce is on the rise, and marketers can
deploy sophisticated, personalised approaches,
depending on where they are in the sales funnel, to
build brand awareness and understanding, create brand
preference, make sales, and do CRM.
• Search remains vital to helping customers find your
brand and for you to find your audience. With crowd-
sourced curation of content, natural search rises
in importance and complexity, and paid search is
still effective for driving "last click" results. Search/
navigation properties in the region have 84.7% reach.
• Despite the rise of social media and user-generated
content, paid, owned and earned media all continue to
play important roles in achieving marketing goals.
• Although in this fragmented environment marketers
must work harder to understand and find their target
customers, analytics, behavioural targeting and big
data are providing more and more powerful tools for
marketers to reach and engage with internet users in
personalised ways.
The billion people online in Asia Pacific are spread across
more than 14 countries, with a wide range of languages,
cultures and online habits. More than half of them (513
million) are in China, which has its own media properties
and consumer dynamics. In fact, seven of the top eleven
sites in the region are in China. Across the rest of Asia
Pacific there is remarkable diversity; the way people use
the web and interact with content and with one another
differs significantly from Australia, to Korea, to Indonesia,
to India.
In addition to obvious geographic, language, and
cultural differences, the internet is increasingly host to a
profusion of platforms, many of which are interconnected
but which also attract their own distinctive communities
and patterns of behaviour. In Asia Pacific, portals are still
the top category of internet property, and have nearly 90%
reach, but the days when users went to one destination as
the entrance to their web experience are long gone.
With such a profusion of content, the primary ways to
make sense of the overwhelming amount of data, opinions
and options are to make it as easy as possible to connect
with like-minded users (social media), and to find and be
found (search).
Social media platforms have been a strong force to
help bring together fragmented media. Content from every
site and source is shared both widely and in targeted ways
via microblogs. Twitter globally has become a red thread
Welcome to the sixth edition of the Asia Digital
Marketing Association Yearbook. We are proud of the
reputation the Yearbook has earned as marketers'
go-to source for facts and insights about the web
and mobile usage in Asia Pacific. You will see ADMA
Yearbook statistics quoted frequently in marketing,
advertising and sales presentations and media. Feel
free to use the data, with a credit to the ADMA.
This edition is packed with statistics from every
market in the region, as well as data and case studies
on broadband, mobile, online advertising, search,
e-commerce, social media, demographics, user
behaviour and all aspects of the digital eco-system.
Many thanks to all companies that generously
contributed data, and to the Yearbook team: ADMA
executive director Kay Bayliss, editor Rachel Oliver
and designer Garry Tipping.
The Yearbook is available free online at
www.asiadigitalmarketingyearbook.com.
CHAIRMAN'S
MESSAGE
2012: One billion internet users
participating in many webs
Increasingly, internet usage patterns across
Asia Pacific are becoming localised. Here's a
look at some of the trends
• Nearly half of Australians online access TV, movie
and related entertainment content, in part thanks
to 90% broadband penetration.
• Group buying took China by storm in 2011, with
more than 65 million internet users participating -
an increase of almost 250% year-on-year.
• 80% of Thailand's internet users say they now
shop online.
• The desktop PC remains Vietnam's most widely
used device to access the internet (80% of users).
• Only 15% of Indian women have access to the
internet.
• Mobile internet access penetration rates in
Indonesia reached 57%, vs. less than 10% who
access the web via PC.
• The top three reasons people in Hong Kong go
online are for online banking, on-demand video,
and live video.
• 91% of Taiwan's internet users aged 20-29 are
looking at job placements.
• Travel is big in Japan, with online sales estimated
at US$31 billion in 2012.
• Malaysians aged 30-39 spend twice as much time
online as they do watching TV.
• Two thirds of internet users in The Philippines
visited internet cafes in 2011.
• 80% of Singapore's internet users go online every
day.
• More than 91% of South Korea's e-commerce
revenue is B2B.

6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
• DEMOGRAPHICS •• DEMOGRAPHICS •
The number of internet users in Asia Pacific has now
broken the one billion barrier. The region boasted 1.016
billion users in 2011.
(Source: Internet World Stats)
Asia Pacific's internet users now account for 45.9% of the
world's total internet user base, as of December 2011.
Despite being home to the most internet users on Earth,
Asia Pacific's internet penetration rates still remain low, at
only 26.2%, which is still significantly lower than the global
average of 41%.
More than three quarters (78%) of Asia Pacific's internet
users are under the age of 45.
(Source: Comscore)
Broadband continues to power its way through the Asia
Pacific region, reaching 212 million subscriptions in 2011.
Forecasts predict that this number will increase to 375
million in 2016.
(Source: Frost & Sullivan)
In 2011, the Asia Pacific region accounted for 52% of the
world's broadband subscriptions.
(Source: IHS iSuppli)
In Q1 2012 alone, Asia Pacific welcomed nearly 7 million
new broadband subscriptions, most of them originating
from China.
(Source: ABI Research)
By 2017, Asia Pacific broadband subscriptions will be valued
at US$92.3 billion.
(Source: ABI Research)
Household broadband connections in the Asia Pacific region
are projected to increase by 75% over the next five years.
(Source: PWC)
In terms of size, Asia Pacific's female internet users are still
in the minority - but only just - accounting for 43.6% of
the web population, compared to 46.4% of males.
(Source: comScore)
Asia Pacific's Internet Users
% Of Internet Users
Gender
Male 58.80
Female 41.20
Education
Schooling until age 16 2.04
Trade/technical school or college 26.90
University 46.60
Post graduate 10.30
Employment Status
Full-time worker 61.80
Part-time worker 5.25
Freelancer 5.85
Self-employed 4.66
Full-time parent 2.36
In education 13.18
Unemployed 2.28
Other 4.57
Main Shopper
Main 50.76
Joint 41.96
Do not do the shopping 7.28
Work Sector
Financial Services 4.24
Retail 5.10
Professional Services (Law, Accounting, Architect, etc.) 4.80
Healthcare/Medicine 3.44
Manufacturing, Engineering, Construction 15.80
Education 4.36
Government (excluding Education & Health) 3.50
Police or Armed Forces 0.34
Agriculture or Mining 1.08
IT, Internet, Software, Computer Services 12.87
Transport, Logistics, Distribution 4.20
Travel, Tourism, Leisure Services 1.70
Advertising marketing, media 1.45
Other 14.73
Current Position
Company Owner 4.57
Senior Manager 5.63
Mid-level Manager 14.29
Entry-level Manager 12.39
Team member 26.42
Support level 6.10
Other 8.21
Responsibility At Work
General management 38.47
Direct reports/team 21.30
Recruiting new employees 14.38
Purchasing IT, telecoms/technology PRODUCTS/services for co. 20.14
Purchasing all other PRODUCTS/services for co. 18.14
Managing budgets 15.78
Advertising and marketing 0.78
Company strategy 14.73
None of these 2.97
Decision Maker
Decision maker 20.26
Senior decision maker 5.78
Other 51.56
(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)
Asia Pacific's Internet Users By Country
Country Internet Penetration % Of Users
Users Rate (%)
Australia 19,554,832 89.80 81.70
China 513,100,000 38.40 50.50
Hong Kong 4,894,913 68.70 0.50
India 121,000,000 10.20 11.90
Indonesia 55,000,000 22.40 5.40
Japan 101,228,736 80.00 10.00
Korea, South 40,329,660 82.70 4.00
Malaysia 17,723,000 61.70 1.70
New Zealand 3,625,553 84.50 15.20
The Philippines 29,700,000 29.20 2.90
Singapore 3,658,400 77.20 0.40
Taiwan 16,147,000 70.00 1.60
Thailand 18,310,000 27.40 1.80
Vietnam 30,516,587 33.70 3.00
(Source: Internet World Stats, December 2011)
Asia Pacific's Fastest Broadband Countries
Global Rank Country % Above QoQ YoY
5 Mbps Change Change
1 South Korea 79 37% 10%
3 Hong Kong 60 2.7% 13%
5 Japan 57 3.0% -5.8%
24 Singapore 31 -7.2% 67%
31 Taiwan 28 11% -0.4%
35 New Zealand 23 23% 139%
40 Australia 18 -2.7% 56%
45 Thailand 11 61% 285%
53 Malaysia 4.6 23% 248%
61 China 1.0 78% 184%
62 India 0.6 46% 21%
- The Philippines 0.6 15% 79%
(Source: Akamai Technologies; High Broadband Connectivity, Fastest Asia Pacific Countries)
• USER BEHAVIOUR •• USER BEHAVIOUR •
The number of Asia Pacific's online gamers is set to
break the one billion mark by 2016. As a result, revenues
generated from online gaming are expected to reach
US$30.3 billion in 2016.
(Source: Ovum)
Asia Pacific is the largest region in terms of internet traffic,
and by 2015 it is projected that 42% of the world's internet
traffic will originate from it.
(Source: V2M / Informa)
The amount of time spent online per month by both
genders in the Asia Pacific region are pretty much even
these days, with females spending 14.7 hours online and
males 14.3 hours online.
(Source: comScore)
By 2015, Asia's internet users are expected to be
generating 530,000 petabytes between them (they only
consumed 67,000 in 2010). Exactly what is a petabyte?
One petabyte is equivalent to one million gigabytes.
(Source: V2M/Informa)
Asia Pacific's female internet users devote more than one
third (38%) of their digital time to engaging in online
discussions.
(Source: TNS)
Why Asia Pacific Internet Users Go Online
Motivation % of Internet Users Who Consider this Very Important
Research for work 50.70
Networking for work 43.41
Education 43.05
Stay in touch with friends 55.52
Update my friends with my life 28.43
Meet new people 25.40
Promote something 23.87
Entertainment 39.49
Research products to buy 52.00
Share my opinion 27.67
Share content 28.37
Find music 37.05
Find films/TV shows 35.19
Stay up to date on news/events 57.69
Research how to do things 45.02
Organise my life 26.70
Express myself 30.98
Take on a different personality 17.91
Fill up spare time 37.61
To get inspired/get ideas 41.05
Play games 21.24
Change other people's opinions 15.19
What Asia Pacific Internet Users Do Online
Activity % of Users
Uploaded Photos Online 55.92
Watched A Video Clip 69.38
Uploaded A Video Online 31.92
Manage Your Social Network Profile 51.74
Written Your Own Blog 40.13
Used A Micro blogging Service 37.73
Subscribed To An RSS Feed 14.93
Used An Aggregator 12.75
Used Instant Messenger 54.78
Made A Phone Call Online/Used VOIP 21.31
Used Webmail 70.86
Used Online Office Applications 47.82
Edited/Managed Own Website 32.27
Used Internet Banking 66.36
Left A Comment On A Story On A Website 44.47
Written A News Story/Article 25.54
Post Comment On Forum/BBS 43.30
Purchased A Product Online 63.93
Reviewed A Product Or Brand Online 61.48
Used A Social Bookmark Service 24.02
Asked/answered question on Q/A service 33.88
Bought product/service through group buying website 38.97
• ONLINE ADVERTISING •• ONLINE ADVERTISING •
The Asia Pacific region generated US$24.8 billion in online
ad spend in 2011, accounting for 29% of global online ad
spend last year. North America led all regions with US$34.5
billion in revenues. For 2012, it is predicted that the online
ad spend in the Asia Pacific region will hit US$31.4 billion.
(Source: GroupM)
The Asia Pacific region's share of the global online ad
spend is expected to be 26.2% by 2015, a modest growth
from 2010, when it had a 23.9% share of the pie.
(Source: eMarketer)
For every marketing dollar spent on online initiatives, the
return in Asia Pacific was $1.78, exceeding the returns
of all other formats including TV, print, out of home, and
trade.
(Source: Nielsen)
People trust the opinions of the ones they know over all
other methods of persuasion. In a survey on trust and
advertising, nearly all Asia Pacific recipients (94%) said
they had the most confidence (they "trust completely" or
"trust somewhat") in recommendations from people they
knew. After that they showed the most trust (76% said
this) in other's opinions posted online. When it came to
trusting brand messages, however, nearly two thirds (63%)
said they had the most confidence in branded websites.
Just over two fifths (43%) showed the same level of
confidence in ads served in search engine results, online
video ads (42%), while just under two fifths of them (39%)
placed the most trust in online banner ads.
(Source: Nielsen)
ASIA PACIFIC

Mobile advertising generated US$2.01 billion from Japan,
China and India alone in 2011. This amount is projected to
reach US$3.94 billion in 2015.
(Source: eMarketer)
As of the end of February 2012, Asia Pacific mobile users
were generating 122.87 billion mobile ad impressions on
a quarterly basis on the InMobi Network, representing a
growth rate of 25% over a 3-month period.
(Source: InMobi)
Asia Pacific's Top 20 Sites
Site Total Unique Visitors (000) % Reach
Google Sites 340,561 56.4
TENCENT 261,097 43.2
Baidu 256,624 42.5
Yahoo! Sites 235,896 39.1
Sohu 230,158 38.1
Microsoft Sites 229,610 38.0
Alibaba 188,038 31.1
SINA Corporation 165,320 27.4
FACEBOOK 155,081 25.7
Youku 115,668 19.2
NetEase 114,593 19.0
Wikimedia Foundation Sites 110,909 18.4
Amazon Sites 109,051 18.1
CBS Interactive 101,144 16.8
Tudou Sites 97,327 16.1
Apple 93,370 15.5
Xunlei Networking 89,496 14.8
NHN Corporation 75,893 12.6
Qihoo Sites 72,817 12.1
Oak Pacific Interactive Sites 71,371 11.8
(Source: comScore Media Matrix, March 2012; Total Audience)
Asia Pacific's Top Entertainment Sites
Entertainment 505,900 83.8
YOUTUBE 147,350 24.4
Youku 115,668 19.2
Tudou Sites 97,327 16.1
SOHU.com TV 93,238 15.4
XUNLEI 83,220 13.8
QQ.COM Video 77,400 12.8
iTunes Software (App) 71,196 11.8
QQ.COM Music 68,740 11.4
PPLive 65,318 10.8
Asia Pacific's Top Gaming Sites
Games 369,501 61.2
QQ.COM Games 91,992 15.2
QQ.COM Mini Game 44,770 7.4
Xiamen Youjia Network 26,821 4.4
PCGAMES.COM.CN 25,004 4.1
17173 25,003 4.1
KUAIWAN 20,817 3.4
QQ.COM Game VIP 20,495 3.4
QQ937 18,910 3.1
DUOWAN 17,016 2.8
SDO 16,179 2.7
Asia Pacific's Top Retail Sites
Retail 412,768 68.4
Alibaba Corporation 188,038 31.1
PAIPAI 69,866 11.6
360BUY 56,624 9.4
Apple Worldwide Sites 51,434 8.5
Rakuten 44,037 7.3
DANGDANG 32,919 5.5
Yahoo! Shopping 30,834 5.1
Kakaku 25,541 4.2
VANCL 20,866 3.5
Asia Pacific's Top Categories
Categories % Reach
Portals 89.8
Search/Navigation 84.7
Entertainment 83.8
Directories/Resources 72.3
Social Networking 72.2
News/Information 68.5
Retail 68.4
Games 61.2
Community 59.1
Technology 56.0
Asia Pacific's Trust In Media Channels
Channel % Who Trust % Who Trust % Who Do
Completely Somewhat Not Trust
Recommendations from friends and family 53 42 2
Expert review on websites 28 60 9
Product labels on packaging 26 62 9
Independent reviews in publications 23 67 7
Consumer review on websites 22 67 9
Manufacturers/brands websites 19 67 11
Consumer opinion in blogs 19 68 10
Products/brands that appear in movies
or within TV programmes 18 65 14
TV ads 16 67 14
Consumer opinion on message boards 15 66 15
Consumer opinion in chat rooms 14 63 18
Newspaper ads 14 67 16
Magazine ads 14 67 15
Email newsletters 14 65 16
Ads at the cinema before the movie starts 13 64 18
Ads on posters, buses/bus shelters 12 67 18
Recommendations from other consumers
who you do not personally know 11 61 22
Ads that appear on search engines 11 61 24
Radio ads 11 62 22
Banner ads on websites 9 61 26
Ads that have been sent to you by email 9 55 32
Popup or pop-under web ads 7 50 39
Ads via mobile SMS 7 45 45
Ads in virtual worlds 7 38 46
Ads in video games 6 39 48
(Source: TNS; QC1; Base - All Respondents - Asia)
• E-COMMERCE •• E-COMMERCE •
Before making an online purchase, 60% of Asia Pacific
consumers will turn to online product reviews first. The
Vietnamese turn to online product reviews the most (81%),
followed by the Chinese (77%), and then Thais (69%).
(Source: Nielsen)
India and China will be leading Asia Pacific's e-commerce
growth over the next few years, with them both expecting
to return the highest CAGRs of 57% and 25% respectively
between 2012 and 2016. By comparison, Japan, South
Korea and Australia are expected to grow at CAGRs of
between 11% to 12% over the same period.
(Source: Forrester)
Four of the Asia Pacific region's e-commerce powerhouses
- India, Australia, Japan and China - are expected to
generate more than US$258 billion in e-commerce sales
between them in 2012. By 2016, China will have exceeded
that number alone, generating US$356.1 billion in
e-commerce sales. Together, all four are expected to draw
in US$497.9 billion by then.
(Source: Forrester)
The Asia Pacific online travel market was expected to
generate US$51.6 billion in revenues in 2011, growing
30% to 40% in the coming year. Asia Pacific is expected to
account for 20% of the global online travel market in 2012.
(Source: New Media Trend Watch)
C
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Mobile commerce is gaining traction in the Asia Pacific
region. Interest in mobile shopping is becoming greater
with 34% of mobile internet users in China and South
Korea transacting via their handheld device.
(Source: TNS Digital Life)
For those who doubt the potential of mobile commerce,
forecasts predict that the transaction value for payments
being settled over a mobile device will reach US$267 billion
in 2016.
(Source: IW Market Research)
What Asia Pacific Internet Users Buy Online
Purchase % of Users
Desktop computer 6.28
Portable media player e.g. iPod 4.46
Mobile phone 16.01
Flat screen TV 4.28
Games console 3.47
DVD player 2.90
Satellite/cable TV 3.49
Broadband/hi-speed Internet 9.97
White goods E.G. Fridge, washing machine 4.54
Car/Automobile 1.92
Motorcycle 1.44
Furniture/home equipment 5.88
Holiday (in my own country) 11.10
Holiday (abroad) 3.76
Laptop (bigger than 10 inch screen) 4.91
Netbook (ultra portable laptop, smaller than 10 inch screen) 2.72
Blu ray player 1.59
E-book/E-reader 2.85
Beer 14.69
Wine/Spirits 9.12
Sports equipment 5.40
Clothes 39.05
Shoes 29.21
Travel e.g. plane tickets/hotel 14.98
Music 12.47
Films 15.09
Books 28.27
Financial product e.g. insurance 7.03
Personal items E.G. watches, handbags, etc. 15.94
Healthcare and Pharmaceutical products 11.67
A gift for someone 18.79
Tablet device e.g. iPad 4.29
None of the above 16.93
(Source: GlobalWebIndex Wave X. NB This table is run on the GlobalWebIndex total sample.)
• MOBILE •• MOBILE •
There were 2.9 billion mobile users in the Asia Pacific
region in 2011, representing a mobile penetration rate of
74%. Mobile broadband subscriptions reached 421 million,
representing a penetration rate of 11%. The two leading
countries for mobile broadband penetration were South
Korea (91%) and Japan (88%).
(Source: mobiThinking)
It is predicted that mobile subscription penetration rates for
Asia Pacific will reach 109% in 2017, due in large part to
the increase in subscribers in India, China and Indonesia.
(Source: Pyramid Research)
The number of mobile internet users in the region reached
623.3 million in 2011, with a 29.1% penetration rate. That
number is expected to almost double in 2015 to reach 1.22
billion, with a mobile internet penetration of 42.1%.
(Source: eMarketer)
Mobile application downloads were expected to reach
5 billion in 2011 in the Asia Pacific region, with paid
applications generating revenues of US$871 million, more
than double 2010 revenues (US$302 million). By 2016 that
number is expected to reach US$2.2 billion.
(Source: Ovum)
By 2015, Asia Pacific is expected to account for 33.6% of
global mobile ad spend, representing revenues of US$6.92
billion.
(Source: Gartner / Smaato)
Just over two fifths all Asia Pacific recipients (42%) say
they have the most confidence in display ads (video or
banner) on mobile devices, while 35% place the same level
of trust in SMS ads via mobile phones.
(Source: Nielsen)
Asia Pacific's Mobile Internet Users
% Of Mobile Users Who Access Internet Sites
Age
25 to 34 46.64
35 to 44 41.72
45 to 54 32.58
55 to 64 30.78
Job Title
Top Management 46.39
Non Top Management 46.65
Monthly Household Income
US$ <2000 19.79
US$ 2000 to <4000 32.32
US$ 4000 to <6000 38.75
US$ 6000 to <8000 48.11
US$ 8000+ 55.36
Monthly Personal Income
Below US$ 1000 28.23
US$ 1000 to <2000 46.31
US$ 2000 to <3000 43.36
US$ 3000 to <6000 51.14
US$ 6000+ 63.09
(Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets)
Asia Pacific's Mobile Shoppers
% Of Mobile Users Who Ordered Products Or Services Via Mobile
Age
25 to 34 15.00
35 to 44 14.49
45 to 54 11.46
55 to 64 9.01
Job Title
US$ <2000 6.49
US$ 2000 to <4000 9.10
US$ 4000 to <6000 12.32
US$ 6000 to <8000 15.37
US$ 8000+ 21.35
Below US$ 1000 8.24
US$ 1000 to <2000 16.14
US$ 2000 to <3000 14.66
US$ 3000 to <6000 16.38
US$ 6000+ 23.59
Asia's' Mobile Attitudes vs US & Europe
% Asia* % US & Europe
Agree That...
The mobile phone is more convenient than other forms
of payment 69 26
I welcome the day when I will make most of my payments
through my mobile phone 64 29
Using my mobile phone for payments makes me worry
about my privacy 79 69
Mobile phone payments increase the risk of identity
theft and other fraudulent activities 77 66
Would likely take advantage of a coupon...
Sent to your mobile phone - redeem digitally at store 90 69
Sent to your mobile phone while in store
- redeem digitally at checkout 87 72
Contained in a website or email promotion
- print to redeem at store 72 81
Printed in a newspaper or magazine
- clip to redeem at store 69 84
Contained in a coupon website that you have to search
for - print to redeem at store 56 64
Agree That...
I would be more likely to use money-off coupons if they
were delivered directly to my mobile phone 83 52
I would welcome receiving personalised mobile
phone money-off promotions based on my past purchases 72 48
I would welcome receiving personalised mobile phone ads when
I'm within a few steps of the promoted product or service 65 32
I would welcome receiving personalised mobile
phone ads based on my past purchases 59 32
I would gladly accept mobile phone ads
if it meant lower mobile phone usage fees 78 61
If received $10 gift card on mobile phone from a store where I do not
usually shop, would be likely to...
Go to the store that issued the gift card and apply
its full $10 value to a purchase 78 75
Use mobile phone to exchange the $10 gift card
for $7 credited to your digital wallet or bank account 76 64
Use your mobile phone to exchange the $10 gift card for a $7
reduction in your mobile phone bill or extra minutes 68 66
Use mobile phone to exchange the $10 gift card for a $7
gift card from a store you do shop at frequently 70 63
Not use the gift card 19 18
(Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4
networked devices and use at least 4 internet services; *China, India, Japan, South Korea)
Asia's Mobile Usages vs US & Europe
% Asia* % US & Europe
Have Used Mobile Phone To...
Check your bank account balance 62 33
Make a purchase at a store 41 11
Transfer money to or from another person 38 10
Check your brokerage account 34 6
Buy or sell stocks 31 4
Transfer a money-off coupon to or from another person 22 16
Transfer "cellphone minutes" to or from another person 16 9
Scan or photograph the barcode of an item in a store 38 16
to get additional info Display a "digital ticket" for
admission to an event, airport, etc. 36 11
Purchase an item or get a coupon from a "smart poster"
containing an electronic tag or barcode 31 5
(Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4
networked devices and use at least 4 internet services; *China, India, Japan, South Korea)
Asia Pacific's Mobile Activities
Applications Used In Past Months % Users**
Send/receive text messages (SMS) 72.2
Send/receive multimedia message e.g. photos and voice (3G/MMS) 35.0
Send/receive email 38.9
Access internet sites 39.2
Access/subscribe to news or business updates 18.9
Access/subscribe to financial information 13.0
Find shop/office locations 16.4
Search for information on products & services via mobile 21.8
Order products or services via mobile 13.1
Personal banking/pay bills via mobile 18.8
Access/subscribe to mobisodes (i.e. short movies/
video episodes viewed on mobile phones) 5.7
Use mobile messenger/mobile instant messenger 19.4
Map/Navigation 21.2
Personal Product Ownership
Smartphone 35.7
e-Readers e.g. Kindle, iPad, etc. 11.5
(Source: Synovate, PAX Q4 2012 - Q3 2011; **Table - 10 markets)
• SOCIAL •• SOCIAL •
One third of the the world's social networkers are in the
Asia Pacific region.
(Source: Comscore)
There were an estimated 493.5 million social network
users in the Asia Pacific region in 2011, with China leading
the pack with 256.5 million users alone, followed by India
(50.2 million users), Indonesia (34.3 million), Japan (39.5
million), South Korea (20.7 million) and Australia (8.8
million).
(Source: eMarketer)
This year, Asia Pacific's social networking family is expected
to represent 615.9 million people, with half of them (307.5
million) coming from China alone.
(Source: eMarketer)
By 2014, there are expected to be as many as 853.7 million
social networking users in the entire region, with China
contributing 414.5 million of them and India contributing
129.3 million.
(Source: eMarketer)
Social networking penetration rates in Asia Pacific stand at
59.8%, less than the global average of 79.9%.
(Source: Comscore)
On average, the typical social network visitor from the Asia
Pacific region spent 3.3 hours on the activity (if they are
female) and 2.7 hours (if they are male) in the month of
October 2011.
(Source: Comscore)
Asia Pacific's female internet users devote more than
one third (38%) of their digital time engaging in online
discussions.
(Source: TNS)
In total, Asia Pacific social networkers spend around 11%
of their online time on the activity.
(Source: Comscore)
Facebook has more than 195 million users in the Asia
Pacific region (ex-Australia and New Zealand).
More than half (57%) of Facebook's users in Asia come
from the Southeast Asia region.
(Source: Grey)
In a survey on trust and advertising, just over two fifths
all Asia Pacific recipients (42%) said they had the most
confidence (they "trust completely" or "trust somewhat") in
online ads hosted in social networks.
(Source: Nielsen)
Loyalty comes at a price - and a discounted one at that.
More than one third (34%) of Asia Pacific users say that
the main reason for following brands on a social network is
to receive discounts or promotions.
(Source: Nielsen)
Be careful about pestering Asia Pacific social networkers too
much though when they are being social online. According
to one study, more than half of them (51%) don't want
to be bothered by brands when they are engaging in this
online activity.
(Source: MediaBuzz / TNS)
And brands should look out too if they overstep the mark
in any way. More than half (59%) of Asia Pacific social
networkers comment about them online.
That being said, 60% of social networkers in the region do
admit that social networks are a good place to learn about
products.
Nearly all Asia Pacific's social networkers (93% of them)
access and use their social media outlets once or more
times every month.
(Source: Techwireasia / Forrester Research)

Malaysia 80 100 20 80
The Philippines 50 40 10 40
Singapore 30 30 - 50
Taiwan 20 40 - 30
Thailand 70 90 10 70
(Source: Burson Marsteller; Percentage of companies using the four major social media
channel types across Asia-Pacific in 2011)
Why Asia Pacific Internet Users Blog
Motivation % Of Bloggers
Education 1.45
Entertainment 1.39
Research/find products to buy 0.76
Share content 4.01
Find music 0.66
Express myself 5.27
I feel like I have to 0.58
To talk about brands/products 0.52
Why Asia Pacific Internet Users Join
Social Network Groups
Motivation % Of Internet Users Who Joined
A Social Network Group
Education 1.22
Entertainment 2.71
Share content 3.61
Find music 0.54
Express myself 2.82
Why Asia Pacific Internet Users Social Network
Motivation % Of Asia Pacific Social Network Users
Education 0.99
Entertainment 3.02
Share content 3.04
Find music 0.57
Express myself 2.63
• CASE STUDY •• CASE STUDY •
Client: Prudential Corporation Asia
Agency: Cartoon Network Asia
Campaign: Cha-Ching Money Smart Kids
Objective: Following the global financial crisis, financial
literacy became a significant concern for families and
governments in Asia. Existing programmes were too dry
or limiting so Prudential sought to address the need by
extending its commitment to financial literacy to reach a
younger audience aged 7-12.
Strategy: Prudential conducted independent research
into the needs of Asian parents and set out to apply an
'edu-tainment' approach that combined music, animation
and visual humour to create a programme that would
sustain the attention of children. Prudential partnered with
Cartoon Network to produce ten three-minute animated
music videos, with the educational approach devised by
renowned children's education specialist Dr Alice Wilder.
The programme was called "Cha-Ching".
Details: Cha-Ching was aired on Cartoon Network on
weekday afternoons and weekend mornings, with the
four key concepts of 'Earn, Save, Spend and Donate'
communicated through songs by the Cha-Ching band. The
Cha-Ching website www.cha-ching.com provided a host of
at-home activities for parents and video games to engage
children, while the mobile application brought the concept
of money management to life by encouraging children to
save and better manage their allowances. Cha-Ching was
also taken to schools in The Philippines and in Hong Kong
with the support of local governments and NGOs.
Results: Cha-Ching has reached 4.5 million Asian
households in seven Asian markets via TV and has received
overwhelmingly positive feedback from governments,
educators and NGOs in Asia and across the world. The
website has over 30 million pageviews to date, with each
visitor spending an average of 15 minutes on the site. On
Facebook, Cha-Ching has more than 25,000 fans and on
YouTube, the music videos have more than 250,000 views.
Asia Pacific's Top Social Networking Nations
Country % Of Online Population Engaging in Social Networking
Australia 96
China 53
Hong Kong 93
India 95
Indonesia 94
Japan 58
Malaysia 94
New Zealand 95
The Philippines 96
Singapore 94
South Korea 87
Taiwan 94
Vietnam 85
(Source: comScore Media Metrix, October 2011)
Asia Pacific's Social Networking Users
% of Social Networkers
Gender
Male 58.80
Female 41.20
Education
University 46.63
Post graduate 10.35
Employment
Freelancer 5.85
Self-employed 4.66
In education 13.18
Unemployed 2.28
Other 4.57
Work Sector
Retail 5.10
Education 4.36
Other 14.73
Current Position
Company Owner 4.57
Senior Manager 5.63
Team member 26.42
Support level 6.10
Other 8.21
Purchasing IT/telecoms/technology PRODUCTS/services for co. 20.14
None of these 2.97
Decision Maker
Other 51.56
Asia Pacific's Bloggers
% Who Have Written Their Own Blog
Gender
Male 60.70
Female 39.30
Education
University 50.26
Post graduate 11.01
Employment
Freelancer 6.90
Self-employed 4.26
In education 12.47
Unemployed 1.35
Other 2.80
Work Sector
Retail 5.18
Education 4.63
Other 14.48
Current Position
Company Owner 5.02
Senior Manager 6.89
Team member 27.22
Support level 5.19
Other 5.89
None of these 2.59
Decision Maker
Other 47.10
Asia Pacific's Top Social Networking Sites
Social Media - Social Networking 436,264 72.2
FACEBOOK 155,081 25.7
QQ.COM Micro blogging 119,560 19.8
PENGYOU 79,880 13.2
SINA Micro blogging 66,989 11.1
RENREN 56,424 9.3
TWITTER 46,793 7.7
Baidu Space 42,056 7.0
QZONEAPP 39,828 6.6
KAIXIN001 23,101 3.8
163.COM Micro blogging 20,683 3.4
Asia Pacific's Facebook Users
Country Number of Users
Australia* 10,721,020
China 447,460
Hong Kong 3,752,160
India 45,048,100
Indonesia 43,523,740
Japan 7,684,120
South Korea 6,376,160
Malaysia 12,365,780
New Zealand* 2,101,820
The Philippines 27,724,040
Singapore 2,602,880
Taiwan 11,877,620
Thailand 14,235,700
Vietnam 3,173,480
(Source: Internet World Stats, 31 March 2012; * 31 Dec 2011)
Asia Pacific's Companies' Social Habits
Country % Using % Using % Using % Using
Microblogs Social Corporate Video
Networks Blogs Sharing
Australia 90 50 - 50
China 80 90 50 30
Hong Kong 60 70 10 30
India 70 70 20 40
Indonesia 50 40 20 30
Japan 70 40 - 70
South Korea 90 70 90 60

Of the country's daily users, nearly three quarters of them
(69%) access the internet several times per day.
(Source: Nielsen)
The heaviest users when it comes to spending time on the
internet each week are males between the ages of 16 to
24. They surf an average of 26 hours and 12 minutes per
week.
(Source: Nielsen)
Nearly half (43%) of online Australians turn to the internet
to access TV, movie and related entertainment content.
(Source: Nielsen)
Australians are keen on downloading online videos. In the
12 months leading up to June 2011, the average online
Australian downloaded 132 hours of YouTube videos.
(Source: ACMA)
During the month of June 2011, it was found that 7.4
million Australians banked online (an increase of 4% from
June 2010), 6.8 million paid bills online (an increase of 7%),
while 2.4 million purchased goods and services online (an
increase of 12%).
(Source: ACMA)
In Q4 2011, Australians spent an average of 43 hours
and 54 minutes per month online via their PCs alone, and
of that time, 3 hours and 27 minutes were devoted to
watching online videos.
(Source: Nielsen / Regional Television Audience Measurement / Oztam Measuring Audiences)
More than half (55%) of online Australians are tapping into
devices other than desktop or laptop PCs when commuting
or travelling, up from 42% who did the same in 2010. One
third say going online is their favourite thing to do while
commuting and travelling.
(Source: Nielsen)
Just over half (52%) of surveyed Australians in one study
view the internet as their preferred information source,
while more than one third (34%) view it as their most
trusted information source.
(Source: Nielsen)
More than half (52%) of surveyed Australians in one study
view the internet as the best way for them to kill time,
while an equal amount (51%) see it as an ideal way to
gather opinions.
(Source: Nielsen)
How Often Australians Go Online
Frequency of Internet Usage % Who Access the Internet
Everyday 77
At least weekly 20
At least monthly 2
At least yearly -
Never 1
Don't know -
(Source: ABS, December 2011)
Online Australia's Digital Media Activities
Activities Number Of Online Users (000)
Streamed video (e.g. YouTube) 2,631
Downloaded feature-length movie 612
Streamed TV (e.g. ABC iView) 1,056
Downloaded TV programs 974
Downloaded audio/video podcasts 786
Downloaded video clips 1,580
Streamed music 1,202
Streamed radio 912
(Source: Roy Morgan, June 2011 (via ACMA); number of persons aged 14 years and over)
Information Sought Online By Australians
Information % Of Users Seeking Information Online
Maps or directions 52
Weather 46
Academic research 29
Read newspapers online 27
Accessed news 23
Searched for jobs/employment online 23
Sport 22
Real estate information 22
Business related research 21
Travel information and services 21
Government information and services 18
Searched for personal information 17
Traffic or public transport information 17
Health or medical information 16
Searched for entertainment/restaurants/what's on information 16
(Source: Roy Morgan, June 2011 (Via ACMA))
What Australia's Internet Users Do Online
Activity % of Users
Used Webmail 56.53
Bght prod/serv through group buying website 14.26
Australians' Media Activities
Media activity % Who Did % Who Did
In Past month In Past week
Watched free-to-air television (not online) 65 64
Listened to the radio (not online) 54 52
Visited a website of a news organisation 52 49
Undertook other social networking activities (e.g. browsing
others' profiles, staying in touch with friends) 49 48
Watched video content that you downloaded from the
internet from sites like YouTube 33 31
Played games on the internet (online games) 30 28
Watched pay TV (e.g. Foxtel, Austar) (not online) 26 25
Watched video content (video clips etc.) through
a social media website such as Facebook 25 22
Accessed the news though a social media website
(e.g. Facebook, Twitter, MySpace, Bebo - not YouTube) 22 20
Visited a TV broadcaster's or radio station's website
(but not to watch catch-up TV over the internet) 20 17
Watched catch-up TV over the internet
(e.g. iView, Plus7, FIXPlay, etc.) 17 15
Listened to an internet radio service 14 12
Watched video content that you downloaded from the internet from sites like
BitTorrent or Pirate Bay or other peer-to-peer networks 13 11
Created and uploaded video content to the
internet (E.G. YouTube, etc.) 6 5
Watched an IPTV service (e.g. FetchTV, etc.) 2 2
None of these 6 7
(Source: ACMA, Digital Australians online survey, 2011)
Australia's total online advertising expenditure reached
AU$2.66 billion as of the end of December 2011 and is
forecast to break the AU$3 billion mark in 2012. The online
advertising market grew overall by 17% last year.
(Source: IAB / PWC)
Australia is one of the world leaders when it comes
to internet penetration levels; it currently has a 90%
penetration rate, placing it at number five in the world in
terms of penetration levels.
(Source: Nielsen)
There were 11.596 million active internet users in Australia
as of December 2011, representing an increase of 11%
from December 2010.
(Source: ABS)
More than two thirds (68%) of Australia's internet users
are aged between 16 to 44 years.
(Source: Nielsen)
Australia is a broadband nation. As of December 2011,
95% of users overall were connected through broadband,
marking an increase of 12% from December 2010.
(Source: ABS)
Broadband has now infiltrated 73% of Australian
households, representing 6.2 million broadband-enabled
homes.
(Source: ABS)
More Australians are going online via their mobile phones.
Mobile wireless was the fastest growing internet access
technology category in 2011, representing 5.49 million
users in December 2011, an increase of 22% on December
2010.
(Source: ABS)
Australian Internet Users
% of users
Gender
Male 81
Female 78
Age groups (years)
15-17 95
18-24 96
25-34 93
35-44 90
45-54 85
55-64 71
65 or over 37
Equivalised household income
Lowest quintile 59
Second quintile 67
Third quintile 84
Fourth quintile 89
Highest quintile 94
Could not be determined 78
Personal income
Less than $40,000 72
$40,000-$79,999 89
$80,000-$119,999 95
$120,000 or over 97
Employment status
Employed 90
Not employed 60
Occupation
Managers 90
Professionals 97
Technicians and trades workers 85
Community and personal service workers 90
Clerical and administrative workers 94
Sales workers 93
Machinery operators and drivers 77
Labourers 77
Inadequately described 91
Country of birth
Born in Australia 81
Born overseas
Main English speaking countries 83
Other 71
Education
Bachelor degree or above 95
Advanced diploma or diploma 90
Certificate 81
Year 12 or below 70
State or Territory
New South Wales 79
Victoria 79
Queensland 79
South Australia 77
Western Australia 82
Tasmania 74
Northern Territory 79
Australian Capital Territory 89
Section of State
Urban 80
Rural 75
Remoteness area
Major Cities of Australia 82
Inner Regional Australia 75
Outer Regional Australia 74
Remote Australia 73
Area of usual residence
Capital city 82
Balance of State/Territory 75
Total Australia 79
Nearly all online Australians (93% of them) access the
internet daily and the average amount of time spent online
weekly now is 21 hours and 54 minutes, up 12 minutes
from 2010.
(Source: Nielsen)
AUSTRALIA

More than half (53%) of total online ad spend for 2011
went on search and directories, representing AU$1.4
billion, while general display advertising took up 23.8% of
spend, representing AU$632 million. Classifieds meanwhile
accounted for 23.1% of total online ad spend in Australia
last year, accounting for AU$615 million of the total.
(Source: IAB / PWC)
In terms of growth rates between 2010 and 2011, Search
and Directories grew by 25%, Classifieds by 16% and
General Display by 4%.
(Source: IAB / PWC)
Online video-based advertising grew 31% last year,
representing an increase of AU$43.7 million, while email-
based advertising increased 17% ($37.7 million).
(Source: IAB / PWC)
Motor Vehicles, Finance, Computers, and Communications
dominated the General Display advertising category for
2011, accounting for 39.3% of the expenditure. Motor
Vehicles represented 13% of this expenditure.
(Source: IAB)
By 2016, online video ad spending is expected to reach
AU$5.4 billion.
(Source: IAB / Forrester / Online Media Daily)
Google remains the leader in the search advertising market.
In 2011, it recorded an 88% revenue market share.
Between January 2011 and June 2011, online advertising
in Australia accounted for 18.5% of total ad spend, while
newspapers/magazines and free TV accounted for 29% and
24.9% respectively.
(Source: CEASA / IAB)
It is estimated that by 2014, Australia's online advertising
market will be worth around AU$3.9 billion. Mobile display
advertising excluding search, apps or subscriptions,
meanwhile, is projected to be worth AU$219 million in
2014.
(Source: IAB / PWC)
Facebook is the leading display ad publisher in Australia,
accounting for almost 25% of all monthly display ad
impressions (3.6 billion), reaching 10.3 million online users.
It is followed by Microsoft, with about 2.6 billion display
ads in January 2012, then Google, which recorded 943
million.
(Source: ComScore)
The Australian mobile advertising market is expected to
reach a market value of AU$82 million by 2016.
Australia's Top Online Ad Networks
Total Unique Visitors (000) % Reach
Google Ad Network 12,314 90.0
Adconion Media Group 9,118 66.7
ValueClick Networks 7,407 54.2
Tribal Fusion 6,836 50.0
Digital Network Sales 5,649 41.3
Adknowledge 1,800 13.2
RockYou 1,240 9.1
(Source: comScore Media Metrix; June 2011; Total Australia Age 15+Home/Work Locations)
Australia's Top 20 Online Properties
Total Unique Visitors (000) % Reach
FACEBOOK 10,226 74.8
Apple 5,975 43.7
eBay 5,666 41.4
Wikimedia Foundation Sites 5,294 38.7
Glam Media 4,601 33.6
News Interactive 4,275 31.3
Telstra Corporation 4,204 30.7
Ask Network 3,955 28.9
Fairfax Media 3,563 26.1
BitTorrent Network 3,302 24.1
Viacom Digital 3,300 24.1
VEVO 3,287 24.0
Demand Media 2,926 21.4
Answers.com Sites 2,720 19.9
New York Times Digital 2,693 19.7
(Source: comScore Media Matrix, JUNE 2011; Total Audience)
Australia's Top Entertainment Sites
Entertainment 13,426 95.9
YOUTUBE 8,264 59.0
iTunes Software (App) 5,871 41.9
VEVO 3,293 23.5
IMDb 2,505 17.9
Glam Entertainment 1,912 13.7
Yahoo! TV 1,664 11.9
Break Media 1,455 10.4
iTunes 1,307 9.3
Australia's Top Gaming Sites
Games 6,578 47.0
IGN Entertainment 1,105 7.9
EA Online 878 6.3
Intergi Entertainment And Games 755 5.4
GameSpot 689 4.9
Valve Corporation 674 4.8
GSN Games 661 4.7
Wikia Gaming 595 4.3
Lycos Gamesville 520 3.7
WildTangent Media 516 3.7
GREATWEBARCADE 432 3.1
Australia's Top Retail Sites
Retail 10,787 77.1
Apple Worldwide Sites 3,369 24.1
Coles Group 1,637 11.7
Woolworths 1,404 10.0
Ticketek 1,103 7.9
JB Hi-Fi 930 6.6
Ticketmaster 914 6.5
AVG 830 5.9
MYSHOPPING.COM.AU 612 4.4
Alibaba Corporation 563 4.0
(Source: comScore Media Matrix, March 2012; Persons 15+)
Australia's Top Site Categories
Site % Reach
Portals 98.3
Search/Navigation 97.2
Social Networking 96.3
Entertainment 95.9
News/Information 95.7
Community 87.9
Technology 77.1
Retail 77.1
Directories/Resources 77.0
Business/Finance 74.3
Australia's Top Online Ad Networks
% Reach Total Unique Visitors (000)
Google Ad Network 12,314 90.0
Adconion Media Group 9,118 66.7
ValueClick Networks 7,407 54.2
Tribal Fusion 6,836 50.0
Digital Network Sales 5,649 41.3
Adknowledge 1,800 13.2
RockYou 1,240 9.1
(Source: comScore Media Matrix, JUNE 2011; Total Audience)
Australia's Top Online Video Sites (By Videos)
Videos (000) Share of Videos
FACEBOOK 16,900 1.4
VEVO 16,405 1.4
DailyMotion 9,999 0.9
Blinkx 6,024 0.5
Australian Broadcasting Corp. 5,496 0.5
Justin.tv 5,158 0.4
Turner Digital 4,917 0.4
(Source: comScore Video Metrix; May 2011)
Australia's Top News/Information Sites
Videos (000) Videos Minutes
per Viewer per Viewer
Total Internet : Total Audience 1,171,564 108.8 611.5
News/Information 17,775 7.8 46.6
Australian Broadcasting Corp. 5,496 7.7 66.6
Yahoo! News Network 1,490 6.4 25.8
News.com.au Sites 1,464 3.4 4.8
CNN Network 1,382 7.2 37.2
HPMG News 714 3.9 22.3
(Source: comScore Video Metrix; May 2011)
Most Relevant Channels To Australia's Consumers
Channel Very Relevant (% Of Consumers)
Direct mail from the brand 13
Email newsletters from the brand 13
Mobile application 5
Blogs/discussion forums/review sites 12
Information on LinkedIn 4
Information on Wikipedia 12
Information on social media channel e.g. Facebook, Twitter, YouTube 10
Brand or company website 38
Sponsored search engine results/Search engine advertising 16
Print media 18
(Source: Experian 2011)
The daily peak period for online shopping in Australia
occurs from 6pm to 10pm, with more than one in five
browsing and buying during that time.
(Source: Nielsen)
In 2011, more than two thirds (68%) of Australian internet
users made purchases over the internet. The most favoured
types of purchases included travel, accommodation,
memberships or tickets, and CDs, DVDs, books or
magazines.
(Source: ABS)
In 2011, total retail e-commerce sales reached AU$10.5
billion, making Australians the fourth biggest online
spenders in the Asia Pacific region. Australian retail
e-commerce sales (ex online gaming revenues) are
expected to grow at CAGRs of 16.8% until 2015, reaching
AU$20 billion.
(Source: eMarketer)
According to Frost & Sullivan, Australians will be spending
AU$21.7 billion online by 2015.
Of Australia's total online expenditure in 2011, almost half,
or AU$6 billion, were expected to be spent on overseas
e-commerce sites. Two thirds of Australian internet users,
however, say they would rather shop on Australian sites.
(Source: PwC / Frost & Sullivan / CCI)
Let no one say that Australians don't do their homework
before they shop. Prior to making purchases online, a
decisive 95% of consumers will access the web for product
reviews, price comparisons and peer reviews.
(Source: PwC / Frost & Sullivan)
Almost 75% of Australians go online to pay their bills.
(Source: CCI)
Surprisingly, the main age category of online shoppers was
the 50-64 year old, as they had the highest expenditure
per month.
(Source:CCI)
Australia's Online Shoppers
% of users who purchased
or ordered goods or services online
Gender
Male 68
Female 68
Age groups (years)
15-17 42
18-24 67
25-34 78
35-44 74
45-54 69
55-64 64
65 or over 53
Equivalised household income
Lowest quintile 52
Second quintile 58
Third quintile 69
Fourth quintile 75
Highest quintile 82
Personal income
Less than $40,000 60
$40,000-$79,999 76
$80,000-$119,999 86
$120,000 or over 87
Employment status
Employed 74
Not employed 52
Country of birth
Born in Australia 69
Born overseas
Main English speaking countries 75
Other 59
Education
Bachelor degree or above 83
Advanced diploma or diploma 73
Certificate 68
Year 12 or below 58
State or Territory
New South Wales 68
Victoria 68
Queensland 68
South Australia 68
Western Australia 66
Tasmania 72
Northern Territory 73
Australian Capital Territory 82
Section of State
Urban 69
Rural 63
Remoteness area
Major cities of Australia 70
Inner Regional Australia 65
Outer Regional Australia 64
Remote Australia 65
Area of usual residence
Capital city 70
Balance of State/Territory 65

How Australia's Online Shoppers Spend Their Money
Product Or Service % of online shoppers who
purchased or ordered online
Access to paid sites such as genealogy or research sites 7
CDs, music, DVDs, videos, books or magazines 45
Clothes, cosmetics or jewellery 34
Computer software, computer hardware or Internet time 31
Electrical goods 21
Food, groceries or alcohol 13
Home furnishing 8
Lotteries or betting 9
Medical items or supplies 6
Shares or insurance 21
Sporting equipment, toys, collectibles or materials for hobbies 29
Travel, accommodation, memberships or tickets of any kind 74
Other 3
Key Online Shopping Statistics Indicator
% Of Online Shoppers
Internet users purchasing goods or services online 62
Payment channels used to purchase online* Credit card only 25
Money transfer services only (e.g. PayPal) 12
Both credit card and money transfer services 54
Neither 9
Access devices used to purchase online
Computer 97
Mobile 4
Other 2
Number of times purchased online
1-5 times 52
6 times or more 48
Top three items purchased online
Travel goods 60
Clothing, shoes and personal items 53
Event, concert and movie tickets 53
Location of online purchase
Mostly Australian websites 53
Mostly overseas websites 19
Australian and overseas websites equally 29
(Source: ACMA; Six Months To April 2011; *Relates to online purchases occurring in June 2011)
As of end-December 2011, there were 11 million mobile
handset subscribers in Australia. This marks an increase of
34% from end-December 2010.
(Source: ABS)
Of all mobile handset subscribers, 2.2 million subscribers
have enrolled to data subscription plans, while 8.8 million
subscribers have standard mobile plans.
(Source: ABS)
In Q4 2011, Australians downloaded 5,000 terabytes of
data, an 35.3% increase over the same period in 2010.
(Source: ABS)
Australians sent 36.3 billion SMS and MMS messages in
June 2011 alone, a 23% increase on June 2010, when 29.4
billion messages were sent.
(Source: ACMA)
In June 2011, 3.9 million Australians accessed the internet
via a mobile device, a 63% increase on June 2010.
(Source: ACMA / Nielsen)
Overall, the number of Australia's mobile users accessing
the internet via mobile increased by 83.9% in 2011.
(Source: ACMA / Nielsen)
During the 2011 Christmas holiday week, Australians
downloaded 28 million mobile applications.
(Source: Flurry)
A study conducted by ACMA for the month of June 2011
found that 1.55 million Australians used their mobile
phones for social networking, 751,000 for bill payments,
100,000 for online purchases, 550,000 for watching videos,
304,000 for listening to music, and 274,000 for making
VoIP calls.
(Source: ACMA)
From June to July 2011, apart from voice calls, Australian
mobile users who used their phones at least five times
per day were accessing their handsets for texting (40%),
accessing mobile applications (26%), emailing (23%),
sourcing information (22%), and surfing the internet (18%).
(Source: AIMIA)
More than half (55%) of Australia's mobile users
downloaded and installed an application on their mobile
handsets in the first half of 2011.
(Source: AIMIA)
The main types of mobile applications Australians
downloaded in 2011 were games (79%), news and weather
(57%), maps and navigation (55%), instant messaging and
social networking (46%), and photos, videos and movies
(39%).
(Source: AIMIA)
There was an increase in the number of Australian mobile
users choosing to pay for applications between 2010 and
2011. In 2010, 52% paid for them, while in 2011, 60%
did so. For those choosing to pay for them, the price
range that was most popular was $1.00 to $5.99, which
accounted for 74% of paying users.
(Source: AIMIA)
This year, an anticipated 5.7 million Australians will be
mobile internet users, 36% of Australia's 15.7 million
projected mobile phone population in 2012.
(Source: eMarketer / Nielsen)
Australia's Mobile Internet Users
% Of Users
Age
25 to 34 69.21
35 to 44 69.78
45 to 54 56.72
55 to 64 56.36
Job Title
USD <2000 -
USD 2000 to <4000 -
USD 4000 to <6000 64.04
USD 6000 to <8000 58.96
USD 8000+ 65.00
Below USD 1000 -
USD 1000 to <2000 -
USD 2000 to <3000 66.85
USD 3000 to <6000 64.01
USD 6000+ 66.88
Australia's Mobile Activities
Activities % Of Users
Made calls to mobiles 88
Received SMS 83
Sent SMS 81
Made local calls 75
Taking photos 46
Received voice mail 39
Playing games 25
Bluetooth functions 23
Made interstate calls 23
Picture messaging/MMS 23
Playing music/MP3s 22
Did one or more internet activities 21
Taking videos 15
Using as a personal organiser or PDA 12
GPS (global positional system) functions 10
Entered a competition or voted using SMS 10
Made overseas calls 10
Listening to the radio 9
Made video calls 3
Global roaming 3
Haven't used my main mobile phone in the last 4 weeks 2
Video messaging 2
Infra-red functions 2
Can't say -
(Source: Roy Morgan (via ACMA); June 2011; % of people aged 14 years and over)
Mobile Australians' Top News/Information Sites
Site Average Daily Page Impressions
Unique Browsers
Herald Sun - News 57,022 6,557,195
news.com.au 21,112 1,355,109
thetelegraph.com.au - News 20,279 2,461,839
BBC News 20,185 2,008,276
eldersweather.com.au 15,167 2,258,178
ninemsn 9 NEWS 14,856 1,020,618
Yahoo!7 News - 7News 13,552 1,320,488
smh.com.au 13,334 1,058,317
couriermail.com.au - News 12,606 1,321,581
perthnow - News 12,539 1,664,617
Fox Sports - News 11,574 1,395,419
Cricinfo 11,431 1,494,385
AdelaideNow - News 9,659 1,100,262
The Weather Channel [MCN] 6,356 385,007
The Age 4,643 531,606
(Source: Nielsen; February 2012)
Australia's Preferred Mobile Ad Types
Type of Business % Of Users Who Receive SMS/MMS texts
Banking-type businesses 44
"Other retail stores" - apart from department stores 32
Health and beauty providers 21
Travel shops 16
Nightclubs, pubs and bars 15
Department stores 15
Cinema and theatre 14
Group discount sites 11
Employment agencies 10
Other entertainment provider 10
Restaurants and cafes 9
Car dealers 6
(Source: AIMIA, October 2011)
Australia's Mobile Shoppers
% Of Mobile Users Who Ordered Products Or Services Via Mobile
Age
25 to 34 28.13
35 to 44 22.60
45 to 54 21.60
55 to 64 17.11
Job Title
USD <2000 -
USD 2000 to <4000 -
USD 4000 to <6000 30.81
USD 6000 to <8000 16.80
USD 8000+ 24.96
Below USD 1000 -
USD 1000 to <2000 -
USD 2000 to <3000 20.98
USD 3000 to <6000 20.32
USD 6000+ 26.82
• SOCIAL •• SOCIAL •
In 2011, 8.6 million Australians accessed social networking
sites from their homes, an increase of 8% on the previous
year.
(Source: ACMA)
In the month of June 2011 alone, Facebook was accessed
by 7.6 million Australians from home, YouTube by 5.7
million, Wikipedia by 4.3 million, Blogger by 2.7 million,
WordPress by 1.2 million, Twitter by 1.05 million, LinkedIn
by 735,000 and MySpace by 505,000.
(Source: ACMA)
Australians went on Facebook 6.2 billion times in 2011,
averaging 1.6 trips a day each and spending on average
26.49 minutes on each visit.
(Source: B&T / Experian Hitwise)
More than half (57%) of Australian social networkers have
clicked the "Like" button on Facebook about a brand or
company.
(Source: Nielsen)
More Australians are using social networks but that doesn't
mean they trust everything they interact with when they
are in them: only 18% rate social media as on their top
most trusted sources of information about a brand or
company.
By comparison, 25% rate Wikipedia as one of their top
three most trusted information channels.
Nearly two thirds (60%) of Australians will stop engaging
with brands if their communication is poorly targeted.
(Source: Econsultancy / Experian)
More Australians are sharing content they like that they
come across on social media sites, increasing from 39% of
them to 46% of them throughout 2011.
(Source: Nielsen)
More than two thirds (70%) of online Australians surveyed
in a study refer to consumer opinions on social networks,
blogs, forums and other social media platforms.
(Source: Nielsen)
During the month of June 2011, 1.55 million Australians
user social networking services via their mobile phones.
(Source: ACMA)
Nearly three quarters (74%) of Australian smartphone users
access social networking sites from their smartphones,
compared to 49% of other mobile users.
(Source: ACMA)
According to one study, out of the time Australians spend
on their mobile devices, 34% of that time is spent on
social media, ahead of gaming (26% of the time) and
entertainment (9%).
(Source: Econsultancy / InMobi)
YouTube was the biggest Australian social network growth
story of 2011, adding more than 4 million new users,
followed by Facebook (1.4 million), Blogspot (1.3 million),
LinkedIn (1.2 million) and Twitter (800,000 new users).
(Source: Social Media News)
Australia's Social Networking Users
% of Social Networkers
Gender
Male 50.27
Female 49.73
Education
University 19.60
Post graduate 7.47
Employment Status

Freelancer 1.46
Self-employed 6.93
In education 10.00
Unemployed 11.87
Other 15.07
Work Sector
Retail 8.53
Professional Services
(Law, Accounting, Architect, etc.) 2.40
Education 6.27
Other 13.87
Current Position
Company Owner 7.20
Senior Manager 2.13
Team member 26.13
Support level 4.80
Other 5.47
Purchasing IT, telecoms/technology
PRODUCTS/services for co. 10.80
None of these 6.27
Decision Maker
Decision maker 8.00
Other 40.93
Australia's Bloggers
% who have written their own blog
Gender
Male 63.98
Female 36.02
Education
University 30.67
Post graduate 10.69
Employment
Freelancer 4.02
Self-employed 13.32
In education 10.69
Unemployed 6.66
Other 7.98
Work Sector
Retail 9.30
Education 7.98
Travel, Tourism, Leisure Services -
Other 18.67
Current Position
Company Owner 14.64
Senior Manager 4.02
Entry-level Manager -
Team member 31.99
Support level 2.64
Other 5.34
None of these 9.30
Decision Maker
Other 39.97
Australia's Top Brands on Facebook
Facebook Page Name Number of Fans
Quiksilver 1,867,798
UGG Australia 1,337,568
Bubble O' Bill Ice Creams 1,174,479
Pringles Australia 858,754
Coca-Cola Australia 797,399
BONDS 721,864
Domino's Pizza - Australia 555,353
Queensland, Australia 488,760
[yellow tail] 479,947
KFC Australia 453,611
5 Gum Australia & NZ 448,653
V Energy Drink Australia 398,361
Dreamworld Australia 390,377
Lorna Jane 337,326
McDonald's Australia 335,862
Holden 283,819
Vegemite 283,673
McGrath Foundation 274,296
Slurpee Australia 248,017
7-Eleven Australia 247,830
(Source: Socialbakers, April 2012)
Why Australian Internet Users Social Network
Motivation % Of Users Who Joined
% Of Social Network Users A Social Network Group
Research for work 0.53 0.40
Networking for work 0.93 1.07
Education 0.26 1.33
Stay in touch with friends 26.67 17.46
Update my friends with my life 7.47 4.00
Meet new people 1.07 3.20
Promote something 0.67 1.07
Entertainment 1.74 4.40
Research/find products to buy - 0.93
Share my opinion 1.07 3.33
Share content 0.93 0.93
Find music 0.40 0.40
Stay up to date on news/events 0.80 3.46
Research how to do things 0.53 0.67
Organise my life 0.67 0.53
Express myself 1.07 1.87
Take on a different personality 0.13 -
Fill up spare time 2.67 2.27
I feel like I have to 1.07 1.07
To talk about brands/products 0.26 0.53
Astralia's Top Social Networking Sites
Site Total Unique
Visitors (000) % Reach
Social Media - Social Networking 13,473 96.3
FACEBOOK 10,258 73.3
LINKEDIN 2,334 16.7
TWITTER 1,457 10.4
TUMBLR 1,448 10.3
DEVIANTART 911 6.5
Myspace 827 5.9
GOODREADS 418 3.0
STEAMCOMMUNITY 417 3.0
PINTEREST 254 1.8
WEHEARTIT 241 1.7
Monetizing Sales Success
– Worldwide.
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On average, internet users spent 18.7 hours online per
week in 2011, an increase of 0.4 hours per week in 2010.
(Source: CNNIC)
The majority of China's internet users go online to chat (415
million of them doing this) and watch videos (325 million)
respectively.
(Source: CNNIC)
The most popular online activities in 2011 included instant
messaging (80.9%), searches (79.4%), listening to music
(75.2%), reading the news (71.5%), watching online
videos (63.4%), and playing online games (63.2%).
(Source: CNNIC)
There are 465 million online video viewers in China.
(Source: We Are Social / China Internet Watch)
In October 2011, 41.3% of online video viewers watched
four or more hours of online videos per day on the
weekend, compared to 12.7% for TV viewers.
(Source: eMarketer)
The number of online gamers increased by 6.6% in 2011
to reach 324 million people, representing a total internet
used base penetration rate of 63%.
(Source: CNNIC)
More than 50% of the country's internet users report that
they have played games with mobile devices while another
44% report having done the same via a game console.
(Source: Harris Interactive / Fleishman Hillard)
The heaviest users of the internet in China are aged
between 18 and 27, spending an average of five hours
daily surfing the world wide web.
(Source: We are Social)
There were 10,000 searches conducted per second in China
in 2011.
(Source: We are Social)
Why Chinese Internet Users Go Online
Motivation % of Users
Education 42.27
Entertainment 42.12
Research products to buy 52.29
Share content 32.05
Find music 40.48
Find films/TV shows 42.42
Express myself 37.24
To get inspired/get ideas 40.93
Play games 23.63
Change other people's opinions 16.90
What Internet Users Do Online
Activity % of Internet Users
Used Webmail 74.08
Bought product/service through. group buying website 49.55
Online Behaviours
Online Behaviours Number of % (of total % Change
users (m) online population) From June 2010
Search Engine 374.53 81.90 3.10
Instant Message 352.58 77.10 9.20
Online Music 362.18 79.20 5.40
Online Radio 353.04 77.20 2.60
Blog/QQzone 294.50 64.40 7.90
Online Game 304.10 66.50 2.40
Online Video 283.98 62.10 6.10
Email 249.69 54.60 0.80
Social Networking 235.05 51.40 -2.20
Online Books 194.81 42.60 0.10
Online Shopping 160.51 35.10 7.60
Online Payment 137.19 30.00 11.70
Online Bank 139.48 30.50 7.80
BBS 148.17 32.40 -2.80
Online Stock Trade 70.88 15.50 -20.60
(Source: Nielsen / Edelman June 2011)
China's online advertising spend reached US$8.11 billion
in 2011, representing an increase of 57.3% from 2010.
Online advertising also exceeded the traditional newspaper
print ad spend by more than US$7 billion. Research firms
are already projecting total internet advertising revenue in
excess of US$15 billion for 2013.
(Source: China Internet Watch / iResearch)
By 2015, China's online advertising market size is expected
to be worth US$11.3 billion, which will make it the largest
online ad market in Asia Pacific.
(Source: eMarketer)
Baidu dominates the Chinese online advertising market,
with a 30.5% market share in Q4 2011, followed by Alibaba
(17.4%) and Google China (6.5%).
(Source: Analysis International)
Revenues generated from mobile advertising in China
reached more than US$380 million in 2011. This year
it is expected to more than triple to reach US$1 billion.
By 2015, that number is expected to quadruple to US$4
billion.
(Source: iResearch / WARC)
Online video generated ad revenues of US$261.6 million
in Q4 of 2011. The two major players, Youku and Tudou,
combined accounted for 35.5% of market share. Online
video ad revenue more than doubled from 2010 to 2011
and it is projected to do the same for 2012.
(Source: emarketer)
There were 513 million internet users in China, the world's
biggest internet user population, in 2011, representing an
increase of 55.8 million from 2010. The internet penetration
rate has now reached 38.3%.
(Source: CNNIC)
There are slightly more male internet users in China (55.9%)
than female (44.1%).
(Source: CNNIC)
More than two thirds (80%) of the online population in
China is aged between 10 to 40 years.
(Source: CNNIC)
In 2011, there were 392 million internet users using
broadband to connect at home, which represents a
broadband penetration rate of 98.9%.
(Source: CNNIC)
More than 90% of internet users in China earn less than
RMB 5,000 (US$790) per month.
(Source: CNNIC)
While nearly three quarters (73.4%) of China's internet
users are going online via their PCs, more than two thirds
(69.3%) also do so from their mobile devices.
(Source: CNNIC)
China's students represent 30.2% of China's online
population.
(Source: CNNIC)
The rural areas of China account for 26.5% of the total
internet population, or 136 million internet users.
(Source: CNNIC)
China's online community is expected to exceed 700 million
by 2016, with a penetration rate of 52.1%.
(Source: eMarketer)
China's internet population grows by around 10 million
people every month.
(Source: We Are Social)
China Internet Users 2011
% of Users
GENDER
MALE 55.9
FEMALE 44.1
AGE
AGE 10-19 26.7
AGE 20-29 29.8
AGE 30-39 25.7
AGE 40-49 11.4
AGE 50-59 4.1
AGE 60 AND ABOVE 0.7
EDUCATION
PRIMARY SCHOOL/BELOW 8.5
JUNIOR MIDDLE 35.7
HIGH SCHOOL 33.3
JUNIOR COLLEGE 10.5
UNIVERSITY AND ABOVE 11.9
PROFESSION
OTHERS 1.3
UNEMPLOYED 8.6
RETIREES 1.8
LABOURERS (AGRICULTURAL, FORESTRY, HUSBANDRY, FISHERY) 4.0
MIGRANT WORKERS 3.0
FREELANCERS/SELF-EMPLOYED 16.0
PROFESSIONAL TECHNICIANS 8.3
ORDINARY STAFF WHITE COLLAR 9.9
MIDDLE MANAGEMENT WHITE COLLAR 3.2
SENIOR MANAGEMENT WHITE COLLAR 0.8
PARTY/GOVERNMENT/INSTITUTE EMPLOYEES 5.2
PARTY/GOVERNMENT/INSTITUTE LEADERS 0.7
STUDENTS 30.2
INCOME (YUAN) PER MONTH
ABOVE 8000 3.8
5001-8000 5.0
3001-5000 13.5
2001-3000 17.9
1501-2000 11.9
1001-1500 10.1
501-1000 12.5
500 OR BELOW 17.5
NO INCOME 7.9
REGION
RURAL 26.5
URBAN 73.5
PLACES OF ACCESS
HOME 88.8
OFFICE 27.9
INTERNET CAFE 33.2
SCHOOL 18.7
PUBLIC PLACE 13.6
ACCESS EQUIPMENT
DESKTOPS 73.4
MOBILE PHONES 69.3
NOTEBOOK 46.8
(Source: CNNIC, January 2102)
CHINA

The total value of B2C transactions in 2011 was RMB
240.07 billion (US$ 38.03 billion), an increase of 130%
compared to 2010.
(Source: China Internet Watch / Enfodesk)
It is estimated that B2C online sales will grow at a CAGR of
94.2% from now up to 2015. The only other country that
is growing so fast is India, but their CAGR over the same
period is expected to be well below that of China's, at
34.2%.
(Source: eMarketer)
According to one survey, the most trusted website in China
was Amazon.cn. Others that followed included 360buy,
Tmall, Yihaodian and Dangdang.
(Source: DCCI)
The online gaming market generated more than RMB 10
billion (US$1.5 billion) in Q4 of 2011 alone. The top three
players were Tencent (31%), Netease (17.8%) and SNDA
(16.7%).
(Source: Analysys International)
What Chinese Internet Users Buy Online
Purchase % of Users
Desktop computer 7.53
Portable media player e.g. iPod 5.48
Mobile phone 22.03
Flat screen TV 4.94
Games console 4.09
DVD player 3.14
Satellite/cable TV 4.29
Broadband/hi-speed Internet 13.91
White goods E.G. Fridge, washing machine 5.93
Car/Automobile 2.04
Motorcycle 1.40
Furniture/home equipment 7.03
Holiday (in my own country) 12.66
Holiday (abroad) 3.04
Laptop (bigger than 10 inch screen) 5.98
Netbook (ultra portable laptop, smaller than 10 inch screen) 3.49
Blu ray player 1.35
E-book/E-reader 3.74
Beer 21.44
Wine/Spirits 12.71
Sports equipment 5.53
Clothes 51.69
Shoes 40.98
Travel E.G. plane tickets/hotel 16.15
Music 12.46
Films 18.25
Books 33.00
Financial product E.G. insurance 9.27
Personal items E.G. watches/handbags, etc. 21.68
Healthcare and Pharmaceutical products 13.56
A gift for someone 23.18
Tablet device e.g. iPad 5.73
None of the above 8.23
How Chinese Online Shoppers Make Decisions
Online information source before purchase (%) % of Users
Search engine 77
Official website 66
Online shopping website 65
Q&A forum 57
Industry-specific website 55
Article written by user 49
Article written by professional 30
Others 16
(Source: Ipsos, November 2011)
Where Online Chinese Research
Brands And Products
Destination % Of Users
Use a search engine 90
Go to the brand or product website 63
Go to a product review site 53
Search a news site 38
Ask or post a question on a forum 42
Go to the brand or product's Facebook page 28
Go to the brand or product's Twitter feed 28
Search Twitter for user comments 22
Something else 5
Not applicable - I do not search for information about brands
or products on the Internet 5
(Source: Fleishman Hillard / Harris Interactive)
There were 999.7 million mobile subscribers as of February
2012. By the end of March, it had reached 1.013 billion.
(Source: Reuters)
The number of mobile internet users in China grew by
17.5% to reach 356 million in 2011. The mobile internet
penetration rate as of the end of 2011 was 36.5%.
(Source: CNNIC)
Mobile internet usage is dominated by individuals between
the ages of 10 to 39 (90%).
(Source: CNNIC)
The most popular mobile internet activities in 2011 were
instant messaging (83%), conducting searches (62%),
reading news (61%) and listening to music (46%).
(Source: CNNIC)
Nearly one third of them were online gaming (30%),
emailing (24%), watching videos (23%) and conducting
online payments (9%).
(Source: CNNIC)
The percentage of internet users that accessed online
services only from a mobile device increased 8% to 38% in
2011.
(Source: On Device Research)
As of November 2011, there were 118 million 3G users in
China.
(Source: mobithinking.com)
The Chinese mobile market (which includes value-added
services, m-commerce, advertisements, paid search and
games) generated a total of RMB 39.3 billion (US$6.2
billion) in 2011, almost double the amount posted in 2010.
With more and more devices and apps being launched, the
mobile market size is projected to reach RMB 425 billion
(US$67.5 billion) in 2015.
As of March 2012, the number of registered Taobao Mobile
users reached was more than 100 million. In 2011, Taobao
Mobile generated a turnover of RMB 11.88 billion (US$1.9
billion).
(Source: China Internet Watch)
The Chinese are paying on the go, with mobile payments
including fund transfers and purchases of goods and
services netting RMB 48.1 billion (US$7.6 billion) in 2011.
This is more than double the amount of 2010 and it is
anticipated that this number will grow to RMB 121 billion
(US$19.2 billion) in 2012 and RMB 218.6 billion (US$34.7
billion) in 2013.
It is estimated that by 2015, the number of mobile internet
users in China will reach 712 million.
(Source: WARC / iResearch)
The search engine market achieved a 70% growth from
2010 to 2011. The market is now worth RMB 18.78 billion
(US$3 billion).
(Source: iResearch)
China's Top 20 Digital Advertisers
Brand % Of Users Who Have
Seen Brands Advertised Via Digital Media
China Mobile 78
Dangdang 77
Coca-Cola 75
Nokia 73
Alibaba 73
Li-Ning 70
Haier 69
Nike 68
Samsung 68
Pepsi 67
Lenovo 67
VANCL 67
Midea 67
adidas 66
Head & Shoulders 66
Olay Wong 65
Lo Kat Herbal Tea 65
Mengniu 65
Master Kong 64
China Unicom 64
(Source: TNS; QC1; Base - All Respondents - China;)
China's Top Motivating Digital Advertisers
Brand % Of Users Who Said Ads Significantly
Increased Interest In Using Brand
Nokia 56
Haier 46
Nike 43
Xtep 40
Canon 40
China Construction Bank 39
Alibaba 39
Olay 39
Wong Lo Kat Herbal Tea 36
Mengniu 35
Master Kong 35
Li-Ning 35
Coca-Cola 34
Dangdang 33
China Unicom 33
Midea 33
Lays 33
adidas 33
China Telecom 32
ICBC 32
(Source: TNS; QC1; Base - All Respondents - China;)
Types of Digital Media Being Used
Media % Of Users Who Had Seen
Brands Use Digital Media Types
Sponsored content 51
Dedicated websites 49
Popup ads 48
Banner ads 38
Email 23
Mobile phones 21
Advertisements in video games 5
Advertisements in virtual worlds (e.g. Second Life) 3
Others 10
(Source: TNS; QC1; Base - All mentions of types of digital media seen being used - China)
China's Trust In Media Channels
Channel % Who Trust Completely
Recommendations from friends and family 61
Consumer review on websites 21
Independent reviews in publications 20
Consumer opinion in blogs 19
Product labels on packaging 17
Expert review on websites 16
Consumer opinion in chat rooms 14
Products/brands that appear in movies or within TV programmes 14
Consumer opinion on message boards 13
Manufacturers/brands websites 12
TV ads 11
Magazine ads 9
Ads that appear on search engines 8
Newspaper ads 8
Email newsletters 8
Recommendations from other consumers who you do not personally know 8
Radio ads 8
Ads at the cinema before the movie starts 8
Ads on posters, buses/bus shelters 7
Banner ads on websites 6
Ads that have been sent to you by email 6
Ads via mobile SMS 5
Ads in virtual worlds 5
Ads in video games 5
Popup or pop-under web ads 4
(Source: TNS; QC1; Base - 0 - China)
The size of the China e-commerce market size grew to
RMB 7 trillion (US$1.113 trillion) in 2011, representing an
increase of 46% over 2010.
(Source: iResearch)
China's online shopping revenues came to RMB 774 billion
(US$123 billion) in 2011, an increase of 68% from 2010.
The major buying platforms remained the same as in 2010
with Taobao leading the way followed by Paipao, Eachnet,
Tmall and 360Buy.
(Source: iResearch / them.pro)
It is forecast that China's online shopping community will
grow to 329 million by 2015.
(Source: Boston Consulting Group)
Group buying took China by storm in 2011, with 64.65
million internet users buying into this phenomenon, an
increase of almost 250% from 2010.
(Source: CNNIC)
The top five group buying sites in China in 2011 by number
of users were ju.taobao.com (9.89 million), lashou.com
(6.06 million), 55tuan.com (4.65 million), meituan.com (4.47
million) and 24quan.com (3.16 million).
(Source: iResearch)
Group buying sites generated RMB23.7 billion (US$3.7
billion) in 2011. The main players included Juhuasuan,
Lashou, Meituan and Dianping.
(Source: Analysis International)
Vancl, one of China's top-ten casual apparel brands,
generated RMB 8 billion (US$1.27 billion) in 2011, four
times more than their turnover in 2010.
China's online shopping population is expected to grow by
30 million people each year until 2015. With this type of
growth, it is expected that the online retail market, which
today represents 3.3% of the total retail market size, will
grow to represent 7.4% by 2015.
Within five years time, the average amount of money that
a Chinese online shopper will spend annually will reach
RMB 6,220 (US$990). This is double the amount that they
spend today and almost the same as the US$1,000 average
that Americans spend.
The e-commerce sales volume is estimated to grow by at
least 32% annually between 2011 and 2015, generating a
transaction volume of RMB 18 trillion (US$2.86 trillion) by
2015.
(Source: China Daily)

ADMA Digital Marketing Yearbook 2012

ADMA Digital Marketing Yearbook 2012

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