1. With one billion
ASIA PACIFIC internet users now in
Asia Pacific, marketers
Digital Marketing need to get local and
Yearbook 2012 personal.
www.asiadma.com
“
Edited by Rachel Oliver
3. Contents
• Asia Pacific 6 • INDONESIA 42 • SINGAPORE 70
• Austr alia 14 • JAPAN 48 • SOUTH KOREA 76
• CHINA 22 • MALAYSIA 54 • TAIWAN 81
• HONG KONG 30 • NEW ZEALAND 62 • THAILAND 84
• INDIA 37 • THE PHILIPPINES 66 • VIETNAM 87
asia pacific digital marketing yearbook 3
4. CHAIRMAN'S
MESSAGE
2012: One billion internet users Increasingly, internet usage patterns across
Asia Pacific are becoming localised. Here's a
participating in many webs
look at some of the trends
• Nearly half of Australians online access TV, movie lifestyle perspective, regionwide the top four reasons Asia
and related entertainment content, in part thanks Pacific internet users go online are to stay up to date on
T
to 90% broadband penetration. news and events, stay in touch with friends, research
here are now more than one billion people online The billion people online in Asia Pacific are spread across • Group buying took China by storm in 2011, with products to buy, and to do research for work. In order from
across Asia Pacific (1.016 billion to be precise - more than 14 countries, with a wide range of languages, more than 65 million internet users participating - high to low, they are most likely to send an email, watch
nearly 46% of the world's total), and 623 million cultures and online habits. More than half of them (513 an increase of almost 250% year-on-year. a video clip, do internet banking, purchase a product,
people access the web via mobile. Although this million) are in China, which has its own media properties • 80% of Thailand's internet users say they now review a produce or brand online, connect via an instant
enormous and growing addressable market seems to hold and consumer dynamics. In fact, seven of the top eleven shop online. messenger, share photos or manage their social media.
boundless business potential for marketers, the reality is sites in the region are in China. Across the rest of Asia • The desktop PC remains Vietnam's most widely But significantly, the "long tail" of what people are doing
more complicated - and more interesting. The headline one Pacific there is remarkable diversity; the way people use used device to access the internet (80% of users). online goes on and on, to include blogging, micro blogging,
billion user number is made up of hundreds of thousands the web and interact with content and with one another • Only 15% of Indian women have access to the gaming, using Cloud-based software and apps, posting on
of communities of users, spread across a wide variety of differs significantly from Australia, to Korea, to Indonesia, internet. websites/forums/BBS, or buying on a group buying service.
devices and platforms, languages and cultures, and who to India. • Mobile internet access penetration rates in This fragmentation of online activities and communities
use the web in a profusion of different ways. In addition to obvious geographic, language, and Indonesia reached 57%, vs. less than 10% who is matched with an explosion of information. By 2015, Asia
The implications and opportunities for marketers cultural differences, the internet is increasingly host to a access the web via PC. Pacific's internet users will be generating 530,000 petabytes
are far-reaching: profusion of platforms, many of which are interconnected • The top three reasons people in Hong Kong go of information a year, up from 67,000 in 2010. That's the
• Social media continues to gain in importance, but but which also attract their own distinctive communities online are for online banking, on-demand video, equivalent of every person on Earth exchanging about 50
brands have to proceed with caution. Although 60% of and patterns of behaviour. In Asia Pacific, portals are still and live video. newspapers' worth of information every day. Dropping
social networkers say that social networks are a good the top category of internet property, and have nearly 90% • 91% of Taiwan's internet users aged 20-29 are costs of storage and new business models are facilitating
place to learn about brands, 50% also say they don't reach, but the days when users went to one destination as looking at job placements. the storing and sharing of enormous amounts of data,
want to be bothered by brands. the entrance to their web experience are long gone. • Travel is big in Japan, with online sales estimated including an increasing amount of video. At the same time
• Social commerce is on the rise, and marketers can With such a profusion of content, the primary ways to at US$31 billion in 2012. that online audiences and media channels are becoming
deploy sophisticated, personalised approaches, make sense of the overwhelming amount of data, opinions • Malaysians aged 30-39 spend twice as much time increasingly specialised and focused, they are also growing
depending on where they are in the sales funnel, to and options are to make it as easy as possible to connect online as they do watching TV. in scale. We saw a similar phenomenon when cable and
build brand awareness and understanding, create brand with like-minded users (social media), and to find and be • Two thirds of internet users in The Philippines satellite TV channels chipped away at the dominance of the
preference, make sales, and do CRM. found (search). visited internet cafes in 2011. TV networks, but the digital transformation is happening
• Search remains vital to helping customers find your Social media platforms have been a strong force to • 80% of Singapore's internet users go online every on steroids, with growth rates and a scale that surpasses
brand and for you to find your audience. With crowd- help bring together fragmented media. Content from every day. television numbers.
sourced curation of content, natural search rises site and source is shared both widely and in targeted ways • More than 91% of South Korea's e-commerce So how are marketers reacting to the changes in
in importance and complexity, and paid search is via microblogs. Twitter globally has become a red thread revenue is B2B. online behaviour and the opportunities large scale
still effective for driving "last click" results. Search/ communities offer? Here's a snapshot of trends and
navigation properties in the region have 84.7% reach. data, and there is lots more detail in the Yearbook:
• Despite the rise of social media and user-generated Welcome to the sixth edition of the Asia Digital running throughout the web and, in China, QQ, Pengyou • Online advertising spend in Asia Pacific reached US$24.8
content, paid, owned and earned media all continue to Marketing Association Yearbook. We are proud of the and Sina Weibo have become major forces. More than 300 billion in 2011, making the region second only to the
play important roles in achieving marketing goals. reputation the Yearbook has earned as marketers' million users post 100 million comments and messages US, with US$34.5 billion.
• Although in this fragmented environment marketers go-to source for facts and insights about the web every day on Sina Weibo. Social networking sites have • Every marketing dollar spent online returns US$1.78,
must work harder to understand and find their target and mobile usage in Asia Pacific. You will see ADMA 72.2% reach across the region, and hundreds of millions exceeding the returns of all other marketing media
customers, analytics, behavioural targeting and big Yearbook statistics quoted frequently in marketing, of people connect on Facebook, LinkedIn, Cyworld (Korea), including TV, print, out of home and trade (according to
data are providing more and more powerful tools for advertising and sales presentations and media. Feel Mixi (Japan), Qzone, Ren Ren, Kaixin (China) and other Nielsen).
marketers to reach and engage with internet users in free to use the data, with a credit to the ADMA. localised equivalents. And in search Google and Baidu and • By 2015, Asia Pacific is expected to account for a third
personalised ways. This edition is packed with statistics from every Bing and Yahoo! are helping users and marketers to find of all global mobile ad spend, reaching US$6.92 billion.
market in the region, as well as data and case studies the content and audiences they are seeking online. • India, China, Australia and Japan are expected to
on broadband, mobile, online advertising, search, Another trend is that internet users are using the web generate US$258 billion in commerce sales in 2012
e-commerce, social media, demographics, user in increasingly diverse and specific ways. Depending on between them, and mobile commerce is on the rise
behaviour and all aspects of the digital eco-system. location, income, age, availability of broadband, use of a with 34% of mobile internet users in China and Korea
Many thanks to all companies that generously smartphone and many other factors, one user's experience transacting via handheld devices.
contributed data, and to the Yearbook team: ADMA can be almost totally different than another's. From a • Mobile app downloads reached 5 billion in 2011,
executive director Kay Bayliss, editor Rachel Oliver generating US$871 million.
and designer Garry Tipping.
The Yearbook is available free online at David Ketchum is Chairman, Asia Digital Marketing
www.asiadigitalmarketingyearbook.com. Association and President of Bite Communications,
Asia Pacific.
4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
5. ASIA PACIFIC Asia Pacific's Internet Users By Country
Country Internet Penetration % Of Users
Share content
Find music
28.37
37.05
Users Rate (%) Find films/TV shows 35.19
Australia 19,554,832 89.80 81.70 Stay up to date on news/events 57.69
China 513,100,000 38.40 50.50 Research how to do things 45.02
Hong Kong 4,894,913 68.70 0.50 Organise my life 26.70
India 121,000,000 10.20 11.90 Express myself 30.98
Indonesia 55,000,000 22.40 5.40 Take on a different personality 17.91
Japan 101,228,736 80.00 10.00 Fill up spare time 37.61
Korea, South 40,329,660 82.70 4.00 To get inspired/get ideas 41.05
Malaysia 17,723,000 61.70 1.70 Play games 21.24
New Zealand 3,625,553 84.50 15.20 Change other people's opinions 15.19
(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)
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 What Asia Pacific Internet Users Do Online
Thailand 18,310,000 27.40 1.80 Activity % of Users
Vietnam 30,516,587 33.70 3.00 Uploaded Photos Online 55.92
(Source: Internet World Stats, December 2011)
Watched A Video Clip 69.38
Uploaded A Video Online 31.92
Asia Pacific's Fastest Broadband Countries Manage Your Social Network Profile 51.74
Written Your Own Blog 40.13
Global Rank Country % Above QoQ YoY
Used A Micro blogging Service 37.73
5 Mbps Change Change
Subscribed To An RSS Feed 14.93
1 South Korea 79 37% 10%
Used An Aggregator 12.75
3 Hong Kong 60 2.7% 13%
Used Instant Messenger 54.78
5 Japan 57 3.0% -5.8%
Made A Phone Call Online/Used VOIP 21.31
24 Singapore 31 -7.2% 67%
Asia Pacific's Internet Users 31 Taiwan 28 11% -0.4%
Used Webmail 70.86
• DEMOGR APHICS • % Of Internet Users 35 New Zealand 23 23% 139%
Used Online Office Applications 47.82
Gender Edited/Managed Own Website 32.27
40 Australia 18 -2.7% 56%
Male 58.80 Used Internet Banking 66.36
45 Thailand 11 61% 285%
The number of internet users in Asia Pacific has now Female 41.20 Left A Comment On A Story On A Website 44.47
53 Malaysia 4.6 23% 248%
broken the one billion barrier. The region boasted 1.016 Education 61 China 1.0 78% 184%
Written A News Story/Article 25.54
Schooling until age 16 2.04 Post Comment On Forum/BBS 43.30
billion users in 2011. Schooling until age 18 14.00
62 India 0.6 46% 21%
Purchased A Product Online 63.93
(Source: Internet World Stats) - The Philippines 0.6 15% 79%
Trade/technical school or college 26.90 (Source: Akamai Technologies; High Broadband Connectivity, Fastest Asia Pacific Countries) Reviewed A Product Or Brand Online 61.48
University 46.60 Used A Social Bookmark Service 24.02
Asia Pacific's internet users now account for 45.9% of the Post graduate 10.30 Asked/answered question on Q/A service 33.88
Employment Status Bought product/service through group buying website 38.97
world's total internet user base, as of December 2011. Full-time worker 61.80 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)
(Source: Internet World Stats)
Part-time worker 5.25 • USER BEHAVIOUR •
Freelancer 5.85
Despite being home to the most internet users on Earth, Self-employed 4.66
The number of Asia Pacific's online gamers is set to
Asia Pacific's internet penetration rates still remain low, at Full-time parent 2.36 • ONLINE ADVERTISING •
In education 13.18 break the one billion mark by 2016. As a result, revenues
only 26.2%, which is still significantly lower than the global Unemployed 2.28
generated from online gaming are expected to reach
average of 41%. Other 4.57 The Asia Pacific region generated US$24.8 billion in online
Main Shopper US$30.3 billion in 2016.
ad spend in 2011, accounting for 29% of global online ad
(Source: Internet World Stats)
Main 50.76 (Source: Ovum)
Joint 41.96 spend last year. North America led all regions with US$34.5
More than three quarters (78%) of Asia Pacific's internet Do not do the shopping 7.28 Asia Pacific is the largest region in terms of internet traffic, billion in revenues. For 2012, it is predicted that the online
users are under the age of 45. Work Sector
(Source: Comscore) Financial Services 4.24 and by 2015 it is projected that 42% of the world's internet ad spend in the Asia Pacific region will hit US$31.4 billion.
Retail 5.10 traffic will originate from it. (Source: GroupM)
Professional Services (Law, Accounting, Architect, etc.) 4.80
Broadband continues to power its way through the Asia (Source: V2M / Informa)
Healthcare/Medicine 3.44 The Asia Pacific region's share of the global online ad
Pacific region, reaching 212 million subscriptions in 2011. Manufacturing, Engineering, Construction 15.80
The amount of time spent online per month by both spend is expected to be 26.2% by 2015, a modest growth
Forecasts predict that this number will increase to 375 Education 4.36
Government (excluding Education & Health) 3.50 genders in the Asia Pacific region are pretty much even from 2010, when it had a 23.9% share of the pie.
million in 2016. Police or Armed Forces 0.34
(Source: Frost & Sullivan)
Agriculture or Mining 1.08
these days, with females spending 14.7 hours online and (Source: eMarketer)
IT, Internet, Software, Computer Services 12.87 males 14.3 hours online.
For every marketing dollar spent on online initiatives, the
In 2011, the Asia Pacific region accounted for 52% of the Transport, Logistics, Distribution 4.20 (Source: comScore)
Travel, Tourism, Leisure Services 1.70 return in Asia Pacific was $1.78, exceeding the returns
world's broadband subscriptions.
(Source: IHS iSuppli)
Advertising marketing, media 1.45 By 2015, Asia's internet users are expected to be of all other formats including TV, print, out of home, and
Other 14.73
Current Position generating 530,000 petabytes between them (they only trade.
In Q1 2012 alone, Asia Pacific welcomed nearly 7 million Company Owner 4.57 consumed 67,000 in 2010). Exactly what is a petabyte? (Source: Nielsen)
Senior Manager 5.63
new broadband subscriptions, most of them originating One petabyte is equivalent to one million gigabytes.
Mid-level Manager 14.29 People trust the opinions of the ones they know over all
from China. Entry-level Manager 12.39
(Source: V2M/Informa)
(Source: ABI Research) Team member 26.42 other methods of persuasion. In a survey on trust and
Support level 6.10 Asia Pacific's female internet users devote more than one advertising, nearly all Asia Pacific recipients (94%) said
By 2017, Asia Pacific broadband subscriptions will be valued Other 8.21
Responsibility At Work
third (38%) of their digital time to engaging in online they had the most confidence (they "trust completely" or
at US$92.3 billion. General management 38.47 discussions. "trust somewhat") in recommendations from people they
(Source: ABI Research) (Source: TNS)
Direct reports/team 21.30 knew. After that they showed the most trust (76% said
Recruiting new employees 14.38
Household broadband connections in the Asia Pacific region Purchasing IT, telecoms/technology PRODUCTS/services for co. 20.14 Why Asia Pacific Internet Users Go Online this) in other's opinions posted online. When it came to
are projected to increase by 75% over the next five years.
Purchasing all other PRODUCTS/services for co. 18.14
Motivation % of Internet Users Who Consider this Very Important trusting brand messages, however, nearly two thirds (63%)
Managing budgets 15.78
(Source: PWC)
Advertising and marketing 0.78
Research for work 50.70 said they had the most confidence in branded websites.
Networking for work 43.41
Company strategy 14.73
Education 43.05
Just over two fifths (43%) showed the same level of
In terms of size, Asia Pacific's female internet users are still None of these 2.97
Stay in touch with friends 55.52 confidence in ads served in search engine results, online
Decision Maker
in the minority - but only just - accounting for 43.6% of Decision maker 20.26
Update my friends with my life 28.43
video ads (42%), while just under two fifths of them (39%)
Meet new people 25.40
the web population, compared to 46.4% of males. Senior decision maker 5.78
Promote something 23.87 placed the most trust in online banner ads.
(Source: comScore) Other 51.56 (Source: Nielsen)
(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)
Entertainment 39.49
Research products to buy 52.00
Share my opinion 27.67
6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
6. Mobile advertising generated US$2.01 billion from Japan, Asia Pacific's Top Categories
China and India alone in 2011. This amount is projected to Categories % Reach
Portals 89.8
reach US$3.94 billion in 2015. Search/Navigation 84.7
(Source: eMarketer)
Entertainment 83.8
Directories/Resources 72.3
As of the end of February 2012, Asia Pacific mobile users Social Networking 72.2
News/Information 68.5
were generating 122.87 billion mobile ad impressions on Retail 68.4
a quarterly basis on the InMobi Network, representing a Games 61.2
Community 59.1
growth rate of 25% over a 3-month period.
(Source: InMobi)
Technology 56.0
(Source: comScore Media Matrix, March 2012; Total Audience)
Asia Pacific's Top 20 Sites Asia Pacific's Trust In Media Channels
Site Total Unique Visitors (000) % Reach
Channel % Who Trust % Who Trust % Who Do
Google Sites 340,561 56.4
Completely Somewhat Not Trust
TENCENT 261,097 43.2
Recommendations from friends and family 53 42 2
Baidu 256,624 42.5
Expert review on websites 28 60 9
Yahoo! Sites 235,896 39.1
Product labels on packaging 26 62 9
Sohu 230,158 38.1
Independent reviews in publications 23 67 7
Microsoft Sites 229,610 38.0
Consumer review on websites 22 67 9
Alibaba 188,038 31.1
Manufacturers/brands websites 19 67 11
SINA Corporation 165,320 27.4
Consumer opinion in blogs 19 68 10
FACEBOOK 155,081 25.7
Products/brands that appear in movies
Youku 115,668 19.2
or within TV programmes 18 65 14
NetEase 114,593 19.0
TV ads 16 67 14
Wikimedia Foundation Sites 110,909 18.4
Consumer opinion on message boards 15 66 15
Amazon Sites 109,051 18.1
Consumer opinion in chat rooms 14 63 18
CBS Interactive 101,144 16.8
Newspaper ads 14 67 16
Tudou Sites 97,327 16.1
Magazine ads 14 67 15
Apple 93,370 15.5
Email newsletters 14 65 16
Xunlei Networking 89,496 14.8
Ads at the cinema before the movie starts 13 64 18
NHN Corporation 75,893 12.6
Ads on posters, buses/bus shelters 12 67 18
Qihoo Sites 72,817 12.1
Recommendations from other consumers
Oak Pacific Interactive Sites 71,371 11.8
(Source: comScore Media Matrix, March 2012; Total Audience)
who you do not personally know 11 61 22 C
Ads that appear on search engines 11 61 24
Radio ads 11 62 22 M
Asia Pacific's Top Entertainment Sites Banner ads on websites 9 61 26
Site Total Unique Visitors (000) % Reach Ads that have been sent to you by email 9 55 32 Y
Entertainment 505,900 83.8 Popup or pop-under web ads 7 50 39
YOUTUBE 147,350 24.4 Ads via mobile SMS 7 45 45 CM
Youku 115,668 19.2 Ads in virtual worlds 7 38 46
MY
CBS Interactive 101,144 16.8 Ads in video games 6 39 48
Tudou Sites 97,327 16.1 (Source: TNS; QC1; Base - All Respondents - Asia)
CY
SOHU.com TV 93,238 15.4
XUNLEI 83,220 13.8
CMY
QQ.COM Video 77,400 12.8
iTunes Software (App) 71,196 11.8
QQ.COM Music 68,740 11.4
• E-COMMERCE • K
PPLive 65,318 10.8
(Source: comScore Media Matrix, March 2012; Total Audience)
Before making an online purchase, 60% of Asia Pacific
Asia Pacific's Top Gaming Sites consumers will turn to online product reviews first. The
Site Total Unique Visitors (000) % Reach Vietnamese turn to online product reviews the most (81%),
Games 369,501 61.2
QQ.COM Games 91,992 15.2 followed by the Chinese (77%), and then Thais (69%).
(Source: Nielsen)
QQ.COM Mini Game 44,770 7.4
Xiamen Youjia Network 26,821 4.4
PCGAMES.COM.CN 25,004 4.1 India and China will be leading Asia Pacific's e-commerce
17173 25,003 4.1
KUAIWAN 20,817 3.4 growth over the next few years, with them both expecting
QQ.COM Game VIP 20,495 3.4 to return the highest CAGRs of 57% and 25% respectively
QQ937 18,910 3.1
DUOWAN 17,016 2.8
between 2012 and 2016. By comparison, Japan, South
SDO 16,179 2.7 Korea and Australia are expected to grow at CAGRs of
(Source: comScore Media Matrix, March 2012; Total Audience)
between 11% to 12% over the same period.
(Source: Forrester)
Asia Pacific's Top Retail Sites
Site Total Unique Visitors (000) % Reach Four of the Asia Pacific region's e-commerce powerhouses
Retail 412,768 68.4
Alibaba Corporation 188,038 31.1 - India, Australia, Japan and China - are expected to
Amazon Sites 109,051 18.1 generate more than US$258 billion in e-commerce sales
PAIPAI 69,866 11.6
360BUY 56,624 9.4
between them in 2012. By 2016, China will have exceeded
Apple Worldwide Sites 51,434 8.5 that number alone, generating US$356.1 billion in
Rakuten 44,037 7.3 e-commerce sales. Together, all four are expected to draw
DANGDANG 32,919 5.5
Yahoo! Shopping 30,834 5.1 in US$497.9 billion by then.
(Source: Forrester)
Kakaku 25,541 4.2
VANCL 20,866 3.5
(Source: comScore Media Matrix, March 2012; Total Audience)
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)
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