JAPAC 12 Cities V5.1

Transcription

JAPAC
TRAVELLER REPORT
www.adnear.com
EXECUTIVE SUMMARY
The JAPAC traveller report analyses traveller behaviour across 12 airports in 9 countries in the JAPAC region. The analysis was done from the
samples taken during the months of April, May and June. The airports studied were Melbourne & Sydney in Australia, Hong Kong and Macau
in People's Republic of China, Tokyo in Japan, Delhi and Mumbai in India, and Singapore, Kuala Lumpur, Jakarta, Bangkok and Manila in
South East Asia.
We analysed more than 1 million travellers in terms of demography, smartphone engagement, time spend, time of the day, day of the week
and type of apps engaged across the 12 airports. The travellers have been segregated into various profiles like Students, Homemakers,
Professionals and Affluent through proprietary AdNear technology. Some of the key insights from the study are presented below.
Location
Intelligence
Though developed countries have a
lower percentage of sharing location,
there is a huge scope for players who
can geographically target users
through proprietary technologies.
www.adnear.com
Demography
We see higher engagement from males
as compared to other age groups across
all airports. Users between age group 25
to 36 were engaged the most as
compared to other age groups.
Time &
Day trends
Evenings saw highest number of
engaged users across all airports.
Sunday & Monday were the preferred
days of travel in most airports.
KEY FINDINGS
Some interesting trends were seen across the airports in gender ratio, frequency of travellers, age group, peak travel time and more.
A snapshot of some insights are below.
28%
Australia has the highest
% Female Traveller Engagement.
17%
SEA has the lowest % engagement
in 16 to 24 Age Group Travellers.
www.adnear.com
17%
India has the lowest % Female
Traveller Engagement.
69%
Singapore has the highest
% of Repeat Travellers.
35%
Japan has the highest % engagement
in 16 to 24 Age Group Travellers.
40%
India has high % of
one time travellers.
KEY FINDINGS
Sydney has the lowest time spent at the airports
while Singapore has the highest time spent.
Australia has the highest per user engagement
at the airports while India has the lowest.
India, Malaysia and Indonesia have the highest
percentage of user engagement at the airports.
Australia
Indonesia
Malaysia
Singapore
Thailand
Philippines
India
Hong Kong
Japan
3 pm to 9 pm
12 pm to 8 pm
8 pm to 2 am
3 pm to 9 pm
11 am to 6 pm
4 pm to 10 pm
9 am to 4 pm
2 pm to 9 pm
12 pm to 5 pm
Peak Day
Tuesday
Sunday
Friday
Sunday
Friday
Sunday
Monday
Monday
Monday
Lowest Day
Sunday
Thursday
Monday
Tuesday
Tuesday
Thursday
Sunday
Saturday
Tuesday
Peak Period
www.adnear.com
SCREEN MINUTES ACROSS
DEVICES IN JAPAC
JAPAC TRAVELLER REPORT
ACROSS 12 AIRPORTS
439
Millward Brown
https://www.millwardbrown.com/adreaction/2014/#/
https://www.millwardbrown.com/adreaction/2014/#/
417
01
39
105
Singapore
162
98
Hong Kong
101
Japan
India
125
68
154
93
135
162
95
96
Australia
125
Thailand
96
78
Philippines
102
143
99
Indonesia
117
132
APAC
115
104
Global
108
113
Indonesia and Philippines have
highest Smartphone Screen Minutes
across JAPAC, while Indians spend
almost 40% of their time, highest in
JAPAC, on Smartphones
42
15
31
37
174
132
Tablet
Smartphone
167
Laptop
147
TV
159
181
95
50
61
115
Time spent on Smartphones in JAPAC is higher than the global
average. 50% of the time is spent on mobile devices in JAPAC
region as compared to the global average of 47%.
110
Globally on an average, people spend around 7 hours a day viewing
TV, Laptops, Smartphones and Tablets. TV and Laptop that were once
the devices with major time spend are gradually being replaced by
Smartphones and Tablets. This has been due to increase in internet
speeds and improved processing capabilities of these devices.
AD SPEND
ACROSS MEDIUMS
ACROSS 12 AIRPORTS
Only recently, Mobile as a medium has started to gain traction in
global ad spends. Though the time spend in terms of the screen share
of mobile is at least 30% globally, we can see that the present share of
mobile ad spend is hardly 2.7%. This is expected to raise up to 7.6%
over the next 2 years with the major share gain coming in due to the
decrease in ad spends on Newspapers and Magazines.
2.7%
Mobile Internet
One of the main drawback for mobile as compared to other
devices has been the lack of right profiling and targeting for
brands. With increase in audience profiling based on location
data added with 3rd party data, marketers today are able to
target users more precisely as compared to before.
7.6%
40.1%
Television
39.2%
Television
13.7%
16.9%
Newspapers
Newspapers
7.9%
Magazines
Mobile Internet
6.4%
18.1%
Desktop Internet
19.5%
Magazines
Desktop Internet
Mobile ad spends to grow
~3X from 2013 to 2016
http://tinyurl.com/lfo7rog
02
MOBILE AD SPEND
VS TIME SPEND
ACROSS 12 AIRPORTS
It has been seen that mobile users spend
around 35% of their time on Facebook and
Google. And time spent on other apps like
gaming, chat apps and local apps make up
around 65%.
Ad Spend is the highest on Google.
Though the time spent on other apps is
1.8 times the time spent on Google and
Facebook, the ad spend on the other
apps is 1/3rd of the total pie.
This skew is expected to reduce with
an increase in awareness of advertising
options available on other apps and
user profiling through other privacy
safe methods in the next few years.
60 %
65 %
49 %
50 %
33 %
18 %
17%
18 %
40 %
30 %
0%
Facebook
Ad
Spend
20 %
10 %
Google
Time
Spent
Ad Spend on other
apps expected to
increase
Others
03
SMARTPHONE AND MOBILE INTERNET
PENETRATION IN JAPAC
Singapore, Malaysia, Australia and Hong Kong have very
high penetration of Smartphones whereas India,
Philippines and Indonesia are amongst the countries with
lowest smartphone penetration in the JAPAC region.
ACROSS 12 AIRPORTS
Mobile internet penetration is also in line with the smartphone penetration.
Due to increasing competition and with more users now shifting towards
smartphones, the penetration is expected to grow. This is expected to increase
the mobile ad spend over the coming years.
Australia
Singapore
Indonesia
Thailand
Malaysia
Phillipines
75% 59%
87% 64%
23% 14%
49% 24%
80% 58%
15% 31%
Mob Internet
Penetration
Japan
Hong Kong
India
51% 48%
62% 67%
10% 11%
Smartphone
Penetration
Singapore, Malaysia, Australia and
Hong Kong are countries with very
high smartphone and mobile
internet penetration
eMarketer
http://www.emarketer.com/Article/Asia-Pacific-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938
social.org
http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview
04
LOCATION BASED
SERVICES SPREAD IN JAPAC
Though the smartphone penetration is lower in countries such as
Thailand, India and Indonesia, the users were more likely to use
location based services on their mobiles as compared to the high
smartphone penetration countries in JAPAC.
ACROSS 12 AIRPORTS
For countries like Australia, Japan and Hong Kong where the usage
of location based services is lower there is opportunity for players
who can geographically target users through proprietary
technologies.
JAPAN
5%
HONG KONG
17%
IND
29%
MY
28%
TH
36%
SG
18%
Though developed countries have a
lower percentage of users sharing
location, there is a huge scope for
players who can geographically target
users through proprietary technologies
PN
29%
ID
32%
AUSTRALIA
14%
social.org
http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview
05
REACH ACROSS
JAPAC AIRPORTS
As part of our analysis for the JAPAC region and user
engagement, we picked 12 airports across 9 countries
and analyzed the kind of users, their age profiles and
their engagement at these airports.
ACROSS 12 AIRPORTS
70
62
Airport Traffic (mn)
60
53
50
50
40
47
46
37
30
29
30
36
34
28
20
Tokyo & SEA Airports, transit airports
for the country and region, have the
highest traffic in terms of people.
5
10
0
Tokyo
Macau
Hong
Kong
Manila
Jakarta
Kuala
Lumpur
Bangkok Singapore
Mumbai
Delhi
Melbourne
http://tinyurl.com/kbfly2x
Reaching
20%
of the users
connected to
the internet
30
Requests /
user
65mins
Avg Time Spent
at Airports
06
Sydney
AUDIENCE ENGAGEMENT
BY GENDER AT AIRPORTS
SEA
Hong Kong
Japan
1.5x
x(28%)
Australia
India
ACROSS 12 AIRPORTS
4x
x(17%)
x(23%)
x(26%)
x(24%)
2.5x(72%)
2x
2x
2x
5x(83%)
3x(77%)
3x(74%)
3x(76%)
The number of male travellers across all airports is
higher than female travellers. Australia sees the highest
amount of female travellers and India sees the lowest.
07
AUDIENCE ENGAGEMENT
BY AGE GROUP AT AIRPORTS
Australia
ACROSS 12 AIRPORTS
India
24%
SEA
25%
17%
63%
68%
70%
11%
5%
10%
1%
2%
3%
Hong Kong
21%
Japan
35%
68%
52%
10%
12%
1%
1%
16 - 24
25 - 36
37 - 50
Above 50
The 25 – 36 age group across all countries has higher
engagement at airports. One of the factors would be
that smartphone penetration in the 37 – 50 age group
is lower compared to other age groups
The 16 – 24 Age group in Japan has significantly
higher engagement as compared to other countries.
08
FREQUENCY OF TRAVELLERS
AT THE AIRPORTS
SEA
Thrice
& More
Twice
Once
Australia
ACROSS 12 AIRPORTS
30%
15%
25%
55%
15%
60%
23%
65%
Japan
Hong Kong
32%
India
40%
We split the users based on the
number of times they were engaged
with us during the course of the
research as once, twice, thrice & more.
23%
12%
43%
22%
38%
There are more number of repeat travellers in
airports as compared to one time travellers. Australia
and SEA have higher number of repeat travellers at
their airports as compared to other airports.
09
TIME TRENDS FOR AUDIENCE
ENGAGEMENT AT AIRPORTS
ACROSS 12 AIRPORTS
Airport users were more engaged with their Smartphones during the later half of the day as compared to first half of the day.
0000 - 0600 Hrs
0600 - 1000 Hrs
1000 - 1400 Hrs
1400 - 1800 Hrs
1800 - 2359 Hrs
Australia
India
SEA
Hong Kong
Japan
1600 – 1800 hours was the peak
engagement time across most airports.
10
DAY WISE TREND FOR AUDIENCE
ENGAGEMENT AT AIRPORTS
Sunday
Monday
Tuesday
ACROSS 12 AIRPORTS
Wednesday
Thursday
Friday
Saturday
Australia
India
SEA
Hong Kong
Japan
Overall Monday is one of the
busiest days across all airports.
11
AUDIENCE ENGAGEMENT TRENDS FOR
AUSTRALIA: MELBOURNE & SYDNEY
ACROSS 12 AIRPORTS
Australia has 2 major airports in Melbourne and Sydney. Sydney is the largest airport in Australia and Melbourne the second largest.
Melbourne – Sydney is the 3rd most travelled route in the world. While Melbourne airport is 20 kms from the city, Sydney airport is 8
km from the city, one of the reasons why time spent at airports is lower in Sydney.
Australia
Melbourne
25-36
16-24
28%
72%
Once
Twice
33%
24%
63%
Thrice
& More
16%
37-50
above 50
25-36
16-24
11%
1%
Peak
Period
51%
Sydney
5pm to 10pm
23%
77%
Once
Twice
27%
25%
64%
Thrice
& More
14%
37-50
10%
above 50
1%
Peak
Period
59%
5pm to 10pm
Lowest Number of Travellers on
Sunday and highest on Tuesdays
12
AUDIENCE ENGAGEMENT TRENDS FOR
AUSTRALIA: MELBOURNE & SYDNEY
Sydney
Melbourne
Affluent
Homemakers
ACROSS 12 AIRPORTS
Australia
Students
Affluent
Homemakers
Professional
Professional
2x
x
Students
1.2x
1.5x
10% lower mobile
engagement on Sunday
as compared to other
Days
3.2x
x
2x
3x
Top App
Categories
Social
Apps
Health &
Fitness
Weather
50 Mins
Average Time Spent
Melbourne has 10% lower engagement
on weekend as compared to weekdays
Affluent are more engaged in
Melbourne as compared to Sydney
More no. of first time travellers as
compared to Sydney
Social
Apps
Health
& Fitness
Entertainment
35 Mins
Average Time Spent
Sydney has 10% lower engagement on
weekend as compared to weekdays
Students are more engaged in Sydney as
compared to Melbourne
More no. of repeat travellers as
compared to Melbourne
13
AUDIENCE ENGAGEMENT TRENDS
FOR INDIA: DELHI & MUMBAI
ACROSS 12 AIRPORTS
Delhi and Mumbai are India’s 2 largest airports. They are swanky, newly built, recently inaugurated airports with the Delhi airport being 16 km
from the city and the Mumbai airport being around 12 km from the city.
Delhi
25-36
16-24
15%
85%
Once
Twice
42%
25%
68%
Thrice
& More
22%
Mumbai
India
37-50
above 50
5%
2%
Peak
Period
36%
25-36
16-24
9am to 4pm
Friday and highest on Monday
17%
Once
39%
83%
25%
69%
Thrice
& More
Twice
22%
37-50
5%
above 50
1%
Peak
Period
39%
9am to 4pm
Sundays and highest on Saturday
14
AUDIENCE ENGAGEMENT TRENDS
FOR INDIA: DELHI & MUMBAI
ACROSS 12 AIRPORTS
Mumbai
Delhi
India
Students
Students
Affluent
Professional
Homemakers
Affluent
Professional
Homemakers
10% lower engagement
on weekend as compared
to weekdays
x
2x
x
x
2.6x
2x
x
2.5x
Top App
Categories
Social
Apps
Gaming
Entertainment
74 Mins
Average Time Spent
Gaming
Entertainment
81 Mins
Average Time Spent
Delhi & Mumbai has 10% lower engagement on Sunday as compared to other days
Students are more engaged as compared to other profiles
High 1 time travellers at 40%
15
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU
ACROSS 12 AIRPORTS
The Hong Kong International Airport is also home to one of the world's largest passenger
terminal. Hong Kong International Airport is one of the busiest airports in Asia. The airport is the
world's busiest cargo gateway and one of the world's busiest passenger airports.
Macau International has been a common transfer point for people traveling between China and
Taiwan, as well as a passenger hub for destinations in mainland China and Southeast Asia
Hong Kong
Macau
25-36
16-24
21%
79%
Once
Twice
64%
18%
72%
Thrice
& More
24%
37-50
above 50
16-24
9%
1%
Peak
Period
12%
25-36
4pm to 10pm
Lowest Number of travellers on
Thursday and highest on Monday
26%
Once
32%
74%
21%
68%
Thrice
& More
Twice
23%
37-50
10%
above 50
1%
Peak
Period
43%
2pm to 8pm
Lowest Number of travellers on
Saturday and highest on Monday
16
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU
Hong Kong
Macau
Affluent
Professional
x
1.5x
Homemakers
Homemakers
Students
1.6x
x
30% lower mobile
engagement on Thursday as
compared to other Days
15% lower mobile
engagement on Saturday as
compared to other Days
Affluent
1.5x
Top App
Categories
Gaming
ACROSS 12 AIRPORTS
Social
Apps
Entertainment
96 Mins
Average Time Spent
Travellers spend 96 minutes at the airports.
Thursday has 30% lower mobile
engagement as compared to other days.
Highest number of travellers were seen on
Monday.
Social
Apps
Professional
Students
2.5x
i
3x
Information
x
Entertainment
75 Mins
Average Time Spent
15% lower engagement seen on
Saturday as compared to other days.
Information apps have higher usage
compared to other airports.
Users spend 75 mins at the airports.
17
AUDIENCE ENGAGEMENT
TRENDS FOR SINGAPORE
ACROSS 12 AIRPORTS
Singapore Changi Airport is a major aviation hub in Southeast Asia. It is about 17.2 km from the commercial centre
in Changi. Changi Airport serves more than 100 airlines operating 6,400 weekly flights connecting Singapore to
over 250 cities in about 60 countries and territories worldwide.
Homemakers
Affluent
Students
25-36
16-24
37-50
above 50
Professional
Time
Spent
21%
Once
19%
79%
15%
69%
Thrice
& More
Twice
12%
15%
1.70%
Peak
Period
69%
3pm to 9pm
2x
Peak
Day
x
5x
97 mins
1.5x
Lowest
Period
Sunday Tuesday
Gaming
Social
Apps
Entertainment
Higher % of male travellers across SEA Airports
Has higher % of repeat travellers
Has 15% of 37 to 50 Age Group travellers with higher engagement
18
AUDIENCE ENGAGEMENT
TRENDS FOR BANGKOK
ACROSS 12 AIRPORTS
The airport is currently the main hub for Thai Airways International, Bangkok Airways and Orient Thai Airlines.
It also serves as regional gateway and connecting point for various foreign carriers. It is also a major air cargo
hub with a total of 96 airlines.
Affluent
25-36
16-24
37-50
Professional
Homemakers
above 50
Students
Time
Spent
23%
Once
43%
77%
18%
62%
Thrice
& More
Twice
25%
15%
5%
Peak
Period
32%
11am to 6pm
3x
Peak
Day
Friday
2x
x
91 mins
1.5x
Lowest
Period
Tuesday
Gaming
Social
Apps
Entertainment
Higher percentage of one time travellers
Higher engagement seen by affluent
19
AUDIENCE ENGAGEMENT
TRENDS FOR JAKARTA
ACROSS 12 AIRPORTS
Soekarno–Hatta International Airport, the main airport serving the greater Jakarta area on the island of Java,
Indonesia. It is the 8th busiest airport in the world connecting various Islands of Indonesia.
Affluent
25-36
16-24
37-50
Students
Professional
above 50
Homemakers
Time
Spent
25%
Once
34%
75%
21%
73%
Thrice
& More
Twice
18%
5%
0.5%
Peak
Period
48%
12pm to 8pm
3.1x
Peak
Day
x
x
63 mins
1.4x
Lowest
Period
Sunday Thursday
Gaming
Social
Apps
Entertainment
Has 25% of engagement from female travellers
Has higher engagement with Gaming apps
Affluent are more engaged as compared to other user profiles
20
AUDIENCE ENGAGEMENT
TRENDS FOR KUALA LUMPUR
ACROSS 12 AIRPORTS
Kuala Lumpur International Airport is Malaysia's main international airport and one of the major
airports of South East Asia. It acts as a major hub for Malaysian Airlines and Air Asia.
Professional
Homemakers
Affluent
25-36
16-24
37-50
Students
above 50
Time
Spent
21%
Once
32%
79%
11%
77%
Thrice
& More
Twice
18%
10%
1%
Peak
Period
50%
8pm to 2am
x
Peak
Day
Friday
2.5x
2.2x
63 mins
2x
Lowest
Period
Monday
Gaming
Social
Apps
Entertainment
Professionals are more engaged compared to other user profiles
Higher percentage of users engaged in the 24 to 36 age group
Highest percentage of male users who are engaged at the airports
21
AUDIENCE ENGAGEMENT
TRENDS FOR MANILA
ACROSS 12 AIRPORTS
The Manila International Airport, is the airport serving Manila and its surrounding metropolitan area. It is the main
international gateway for travellers to the Philippines and serves as a hub for AirAsia Zest, Cebu Pacific, PAL
Express, Philippine Airlines, Tigerair Philippines, and Philippines AirAsia.
Professional
Affluent
25-36
16-24
37-50
Homemakers
above 50
Students
Time
Spent
27%
Once
38%
73%
29%
56%
Thrice
& More
Twice
18%
14%
2%
Peak
Period
44%
4pm to 10pm
2.1x
Peak
Day
2.8x
1.7x
77 mins
x
Lowest
Period
Sunday Thursday
Work
Social
Apps
Entertainment
Higher Engagement at airports by Professionals
Work apps are more popular
Higher % of female travellers as compared to other airports in SEA
22
AUDIENCE ENGAGEMENT
TRENDS FOR JAPAN: TOKYO
ACROSS 12 AIRPORTS
Tokyo International Airport is the primary international airport serving the Greater Tokyo Area of Japan. Narita
handles the majority of international passenger traffic to and from Tokyo and Japan, and is also a major connecting
point for air traffic between Asia and the Americas.
Homemakers
25-36
16-24
37-50
Affluent
above 50
Students
Professional
Time
Spent
24%
Once
65%
76%
35%
52%
Thrice
& More
Twice
23%
12%
1%
Peak
Period
12%
3pm to 5pm
x
Peak
Day
1.7x
2x
65 mins
3x
Lowest
Period
Monday Tuesday
Gaming
Social
Apps
i
Information
Tokyo has higher engagement from Students
Comparatively higher percentages of users from 16 to 24 Age Group
23
SOURCES
http://www.cnbc.com/id/101501665#,
Millward Brown Report
http://www.adnews.com.au/adnews/answering-marketers-prayers-smartphone-penetration-hits-75,
Adnews
http://www.emarketer.com/Article/Asia-Pacific-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938,
Emarketer
http://www.slideshare.net/fullscreen/wearesocialsg/social-digital-mobile-around-the-world-january-2014/29,
Social.org
http://think.withgoogle.com/mobileplanet/en/,
Google
http://www.theguardian.com/news/datablog/2012/may/04/world-top-100-airports#data,
Airports Council International
Data from Various Airports
www.adnear.com
AdNear is a leading location intelligence company that leverages
historical location and context to power data driven marketing for
advertisers. The company’s data platform is built on top of
proprietary technology, giving it the strength of location
awareness without the need for GPS or operator assistance.
Founded in 2012, AdNear is now headquartered in Singapore
with a presence across Australia, South East Asia, Japan and India.
To date, the company has reached a massive 530+ million device
users and works with marquee brands such as P&G, Woolworths,
Audi, Unilever, BMW, Adidas, Ford, Samsung and IKEA. AdNear
is backed by investments from leading venture capitalists Sequoia
Capital, Canaan Partners, Telstra Ventures & Global Brain.
Visit www.adnear.com to find out more

JAPAC 12 Cities V5.1

Transcription

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