Digital Marketing Yearbook 2009

Transcription

ASIA PACIFIC
Digital Marketing Yearbook 2009
“
imperative for marketers now is to join networks and
“ The
interact directly with their communities of customers online.
www.asiadma.com
Edited by Rachel Oliver
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ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION
The ears, eyes
and voice of digital
marketing in Asia
The Asia Digital Marketing Association (ADMA)
is the voice of, and advocate for, the digital
marketing industry in Asia (excluding Japan).
The ADMA is guided by senior executives in the
industry and is charged with gaining consensus
and providing leadership on key industry issues.
The ADMA actively promotes the benefits of
❚ Why join the ADMA?
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
• Industry contacts and networking opportunities
• Sponsorship opportunities to raise awareness of your
brand
• Discounted rates for regional events
• Notification of relevant speaking opportunities
• Professional digital marketing qualifications – discounted
enrolment fees for members
• Entry in the online Membership Directory and annual
Asia Pacific Digital Marketing Yearbook
• Job matching service to help you find staff
using mobile and the Internet as channels to
communicate with consumers as well as lobbying
and public relations assistance for member
companies.
The ADMA is a non-profit organisation with a
membership base representing online publishers/
portals, agencies, research companies, technology/
❚ How 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.
Visit www.asiadma.com/membership/join and
complete the online registration form.
service companies and marketers/advertisers.
Visit www.asiadma.com for more details.
The ADMA gives heartfelt thanks all our members for their support and contributions:
ADMA Patrons:
ADMA Corporate members:
ad:tech, Admax Network, Adobe Systems Hong Kong, AGENDA Group Asia, BBC.com, Coremetrics, draftFCB China,
Dow Jones Publishing Company (Asia), Edipresse, eyeblaster, G2 Hong Kong, Grif.inter@ctive, Google Hong Kong,
The Hyperfactory, ICLP, Johnson & Johnson Vision Care Asia Pacific, MRM Worldwide, NDS Asia Pacific, Nielsen Online,
OgilvyOne Worldwide, Omnicom Group, Omniture, Premiere Global Services, Profero, Responsys, SCMP.com,
SingTel Digital Media, Sohnar Software, TIME & Fortune, Travelzoo, Universal McCann, The Upper Storey, Wunderman,
wwwins Consulting, ZUJI.
And all our Individual members.
asia pacific digital marketing yearbook One way to
reach millions
BBC.com is one of the worlds largest news websites, reaching a
passionate and engaged audience of 29 million unique users* outside
the UK. In Asia, BBC.com reaches 8.7 million unique users* per month
excluding UK – more than twice the number of our closest competitor.
BBC.com users are affluent, professional, educated and international. They
are influentual opinion formers with a global mindset who lead active and
cultured lives.
Join the list of over 800 great brands that have successfully advertised on
BBC.com since the introduction of advertising on the site in November 2007.
To find out more about how you can reach your target audience on
BBC.com, please contact:
Sunita Rajan | VP – Sales, Asia & Australasia
Work | +(65) 6296 0864
Mobile | + (65) 9836 4153
Email | [email protected]
Inez Albert, Digital Sales Director, Asia
Work | +(852) 2248 0060
Mobile | + (852) 9469 9540
Cindy Tan, Regional Director, Asia
Work | +(65) 6296 7903
Mobile | +(65) 9836 4151 / +(65) 8100 0858
Seema Mohapatra Regional Director, South Asia
Work | +(91) 22 3065 2121
Mobile | +(91) 98 2116 8167
John Williams Account Director, Australasia & Korea
Work | +612 8923 4203
Mobile | +61406 420 582
* comScore, Jan-March 2009 monthly average. comScore competitive set includes
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Contents
❚ Asia Pacific
6
❚ Indonesia36
❚ Singapore
54
❚ Australia10
❚ Japan38
❚ South Korea
58
❚ China16
❚ Malaysia
42
❚ Taiwan
62
❚ Hong Kong
❚ NEW ZEALAND
46
❚ Thailand
66
❚ THE PHILIPPINES
50
❚ Vietnam
70
24
❚ India30
asia pacific digital marketing yearbook It's here!
The third Asia Digital Marketing Association (ADMA) Yearbook has more pages
and more data and more insights than ever. It's also available without charge
online at www.asiadigitalmarketingyearbook.com.
We've had fantastic feedback on the usefulness of past editions from marketers, advertisers,
media buyers and people throughout the digital industry. Just about every marketing director, agency
executive or business executive has to develop digital strategies or give a presentation on what's
happening online in the Asia Pacific region. That's where the ADMA Yearbook comes in. We've
gathered a wealth of the most relevant information and insight available, some of which cannot
readily be found anywhere else, along with case studies that showcase some of the most innovative
and effective digital work being done now. The Yearbook covers demographics, user behaviour, online
advertising, mobile, online gaming, e-commerce, and much more. Many thanks are due to all the
companies that contributed data, to our editor Rachel Oliver, and to ADMA Director Kay Bayliss.
2009: Connections
Triumph Over
Interruption
I
n the past year, the development of digital marketing
took some exciting new turns, reaching not only
new levels of growth and penetration, but also
new levels of sophistication. Marketers who started
with websites, banner ads and email now have an
increasingly wide choice of platforms on which to engage
their target customers. Search, social media, blogs,
sponsored content, mobile, email, and gaming all offer
opportunities for innovation and differentiation online.
Online media is increasingly gaining the trust of Asian
consumers. A recent TNS survey revealed that of the top
25 most trusted forms of media, 14 were online. And
increasingly, trusted online media includes user-generated
content. The third most trusted overall are expert product
reviews from websites, with consumer product reviews
from websites at #5 and consumer opinions on blogs and
message boards at #7 and #12 respectively.
In the early days of digital marketing, offline advertising
was used as the model: interruptive messages were placed
in front of (or disrupted) the content in ways that grabbed
the user's attention. Now we're seeing a truly interactive
model arise, in which brands engage their consumers
online, either by joining the conversation, or creating a
platform for a community to gather around the brand.
Some of this new online communication looks more like PR
than advertising, and clearly the lines are blurring between
sales promotion, CRM and brand-building. Whatever it will
eventually develop into, it's exciting.
It's clear that Internet users have adopted new
media faster than most advertisers trying to reach them.
Advertisers need to do some catching up. Although there
are some definitive case studies that demonstrate the
power of using social media, the ADMA 2009 Survey of the
region's advertisers, marketers and agencies uncovered
asia pacific digital marketing yearbook
that most marketers and advertisers still predominantly
use websites, online ads and email. Why these relatively
conservative approaches when the Internet changes
continuously and offers so many opportunities for
innovation? In some cases, advertisers may be concerned
about the relative lack of control over their messaging
and positioning on social media platforms, and in other
cases they may not yet have discovered a credible way to
connect with their target customers online.
In any event, there is no doubt that 2009 is the year of
social media. Social media platforms have not figured out a
way to make money from the huge communities they have
created online, but even brands with no clear social media
strategy know that they must engage by joining networks
and conversations. Facebook, Twitter, Friendster, Bebo,
MySpace and LinkedIn have built large-scale user bases
in Asia Pacific but these global players don't dominate in
every market. New patterns of usage and local behaviour
are emerging across the region, with clear distinctions from
country to country where consumers spend time online,
and how they behave. For example, 48% of all South
Koreans have a Cyworld account, and the site has nearly
18 million users, of whom 30% are in their 20s. China's
51.com has 14 million average weekly unique browsers,
and 150 million Qzone users actively update their accounts
at least once a month. In the Philippines more than 74%
of the online population participates in social networking;
Friendster has 10.7 million subscribers and Facebook has
more than one million.
The imperative for marketers now is to join these
networks and interact directly with their communities of
customers online. Rich media, banner ads, pop-up ads,
sponsored content and search may continue to command
the lion's share of online ad dollars, but brands must now
master the art of connecting with consumers, as well as
-- or in many cases instead of -- interrupting their online
experience with advertising messages. Two years ago,
the big news in digital marketing was the scale of the
opportunity, as the number of users in Asia surpassed all
other regions for the first time. Last year the dominant
theme was putting the consumer back at the centre of
the equation, as marketers and advertisers refocused on
customers' profiles and needs, rather than the tools and
technologies available to reach them. In 2009, the focus is
on connecting brands and consumers, and deeply engaging
with target audiences across a wide variety of platforms.
Gaming too can be considered part of the social media
phenomenon: in a survey more than 50% of respondents
said "meeting other gamers online" was important for
their overall experience, and more than 60% of users said
they also kept in touch with these friends on other social
networking platforms. The numbers for online gaming
are big and growing. Games.com attracts nearly 200,000
unique visitors a month in Asia Pacific, each of whom
spends an average 86.8 minutes on the site, and QQ.com
in China draws more than 44,000 visitors monthly, each
spending an average of 46.5 minutes there.
Looking beyond social media, online advertising
continues to become more mainstream and sophisticated,
despite the recession. Yahoo! predicts Asia's annual online
ad spend will eclipse western Europe's by 2010 to reach
US$122 billion. According to the TNS survey, dedicated
websites (53%), sponsored content (50%), pop-up ads
(46%), banner ads (39%) and email (19%) are the most
common types of digital media seen being used in Asia.
Online branding efforts appear to be paying off, with nearly
a third of users saying that the brand advertising they have
seen significantly increased their interest in using the brand
in question.
China is number one in search, with 12.8 million
searches performed in a month by nearly 150,000 searchers
- that's 85 searches per searcher. Japan is the second
largest search market, with 5.9 million searchers. However,
Korea's searchers are most prolific, with 109 searches per
searcher, Singapore not far behind with 106.
Mobile continues to gain, both as a text messaging and
voice call channel, but also for Internet access. Asia Pacific
(ex Japan) has 97.6 million mobile online gamers, and
50% of them are in in China. There is 60% mobile phone
penetration in the Philippines. Filipinos send the highest
number of SMS messages per subscriber in the world.
Mobile site page views grew 1120% YOY. 2008 Asia Pacificwide mobile data revenues topped US$65 billion, and an
estimated 473 million handsets were sold.
With usage of all elements of the online marketing
mix growing and becoming more sophisticated, all the
stakeholders in the digital marketing industry -- from
marketers and advertisers to publishers, agencies,
hardware and technology solutions providers -- have a
unique opportunity in 2009 to pioneer new ways to engage
consumers and build their brands and sales online.
David Ketchum is Chairman, Asia Digital Marketing
Association and CEO Upstream Asia
The Yearbook is packed with relevant and sometimes surprising data.
Here's a sample of what you'll find inside:
lAsia Pacific is home to the majority of the world's
Internet users, with 41% of the total
l32% of Asian users say the online advertising they saw
"significantly increased" their interest in using the brand
lOnline advertising is expected to have compound
annual growth rates of 25% from 2007 to 2011
l82% of Asia's online ad spending in 2008 was in
Japan, South Korea and China
lMore than 450 million consumers across the region
participate in social media and Facebook's Asia Pacific
visitors to the site jumped 458% between mid-2007
and mid-2008
l44% of Asia Pacific Internet users have shopped
online in the last three years, and 76% intend to shop
online again in the next six months
lMore than half of the region's entire Internet traffic is
from users making repeat visits to gaming sites, and
online gaming is expected to account for 75% of the
US$9.2 billion premium and paid content market by
2013
l17 trillion SMS messages originated in Asia Pacific in
2008 (74% of the world total)
asia pacific digital marketing yearbook ASIA PACIFIC
❚ DEMOGR APHICS
The majority of the world's Internet users live in Asia,
which is now home to 41% of the world's online
population, as at the beginning of 2009. Out of the one
billion online visitors globally, more than 431 million of
them come from the Asia Pacific region.
(SOURCE: COMSCORE)
Other sources put Asia's online population at a much
higher number - as many as 530 million Asians could now
be actively online.
Asia Pacific Internet Population and Usage
Internet Users
Penetration Latest Data (% Population)
China 298,000,000
22.4%
Hong Kong 4,878,713
69.5%
India
81,000,000
7.1%
Indonesia
25,000,000
10.5%
Japan
94,000,000
73.8%
South Korea
36,794,800
76.1%
Malaysia
15,868,000
62.8%
Philippines
14,000,000
14.6%
Singapore
3,104,900
67.4%
Taiwan
15,140,000
66.1%
Thailand
13,416,000
20.5%
Vietnam
20,834,401
24.2%
TOTAL ASIA
650,361,843
17.2%
User Growth (2000-2008) 1,224.4%
113.7%
1,520.0%
1,150.0%
99.7%
93.3%
328.9%
600.0%
158.7%
141.9%
483.3%
10,317.2%
469.0%
Users (% of)
in Asia
45.8%
0.8%
12.5%
3.8%
14.5%
5.7%
2.4%
2.2%
0.5%
2.3%
2.1%
3.2%
100.0%
(Source: InternetWorldStats December 2008)
(SOURCE: DIGITAL ECONOMY FACTBOOK 2008/9)
Despite "rapid increases in broadband connectivity" and
the number of users coming online across the region,
Asia Pacific's Internet penetration rates still average out at
around 15% in comparison to 30% in the rest of the world.
(SOURCE: btrax )
Asia Pacific's online penetration rate is the second lowest in
the world on a regional basis, Africa being the lowest.
Asian markets possess the highest percentage of
households with broadband fibre connections, led by
South Korea with 31.4% of its households linked up to the
Internet via fibre-optic connections.
How Long Asia Pacific Spends Online
Total UniqueTotal Minutes Average Minutes Average Visits Visitors (000) (m) per Visitor per Visitor
WorldWide
1,078,911
1,442,534
1,337.0
44.3
Asia Pacific
431,091
412,611
957.1
34.1
China
187,822
155,039
825.5
34.2
Japan
62,052
60,777
979.5
36.1
India
32,930
18,988
576.6
19.8
South Korea
27,685
43,923
1,586.5
49.8
Australia
11,921
13,561
1,137.5
35.3
Taiwan
11,192
10,906
974.4
32.1
Malaysia
9,033
7,441
823.7
25.9
Hong Kong
3,814
4,234
1,110.1
35.9
Singapore
2,523
3,144
1,245.9
35.5
New Zealand
2,414
2,004
830.2
29.2
Source: comScore Media Metrix; February 2009; Audience: All Persons 15+ at Home/Work
Locations)
❚ USER BEHAVIOUR
Social networking is big in Asia. More than 450 million
consumers across the region participate in social media.
(SOURCE: OGILVYONE)
Asia Pacific is the biggest region in the world for social
networking with 169 million unique visitors - and it's
growing the fastest too at a rate of 29%.
Such is the pull of social media in Asia that seven
out of the world's 10 top markets that "rely most on
recommendations from consumers" are in this region.
(SOURCE: OGILVYONE)
Social networking site Friendster has Asia to thank for its
popularity - out of its 30 million monthly visitors globally,
nearly 28 million of them are in the Asia Pacific region.
Taiwan
Malaysia
Hong Kong
Singapore
New Zealand
618
405
199
171
135
9,735
6,207
2,773
1,617
1,500
63.5
65.2
71.8
105.6
90.1
(Source: comScore qSearch; Total Asia-Pacific Internet Audience*, *Excludes searches from
public computers such as Internet cafes or access from mobile phones or PDAs; Age 15+ - Home &
Work Locations; September 2008)
Asia's Social Media Market
Country Population Forecast InternetInternetEstimated 2008
Users 2008penetration
2008 Social
Media Users
China
1,330,044,605 253,000,000 19.0% 202,400,000
Hong Kong 7,018,636 4,878,713 69.5% 3,902,970
India 1,147,995,898 60,000,000 5.2% 48,000,000
Indonesia 237,512,355 25,000,000 10.5% 20,000,000
Japan 127,288,419 94,000,000 73.8% 75,200,000
South Korea 49,232,844 34,820,000 70.7% 27,856,000
Malaysia 25,274,133 14,904,000 59.0% 11,923,200
Pakistan 167,762,040 17,500,000 10.4% 14,000,000
Philippines 92,681,453 14,000,000 15.1% 11,200,000
Singapore 4,608,167 4,026,400 87.4% 3,221,120
Taiwan 22,920,946 15,400,000 67.2% 12,320,000
Thailand 65,493,298 13,416,000 20.5% 10,732,800
Vietnam 86,116,559 20,159,615 23.4% 16,127,692
Asia
3,363,949,353 571,625,328 -
456,883,782
(SOURCE: OgilvyOne)
(SOURCE: TECHCRUNCH/FRIENDSTER)
Bloggers in Asia vs USA
Facebook's 153% visitor growth which it recorded between
mid-2007 and mid-2008 was higher than any other social
network in the world - and it had Asia Pacific to thank for
it, the number of the region's visitors to the site jumping
by 458% in that period.
(SOURCE: BRANDREPUBLIC)
More than half of the region's Internet traffic is down to
users making repeat visits to gaming sites: 51% of Asia
Pacific's online population visited gaming sites in August
2008 on average 11.5 times, each spending on average 87
minutes there. The keenest players of the lot? The South
Koreans, who spent around three hours per visit.
Asia
73%
73%
27%
57%
45%
9%
69%
30
$30
$120
60%
26,000
USA
57%
42%
58%
26%
56%
51%
74%
35
$80
$200
52%
18,000
(SOURCE: EMarketer; july/august 2008)
❚ ONLINE ADVERTISING
(SOURCE: COMSCORE)
A key motivating factor for Asian online gamers is
socialising. In a survey, more than 50% of respondents
said "meeting other gamers online" was important for their
overall experience. And these friendships can last - more
than 60% of users said they also kept in touch with these
friends on other online social networking platforms.
(SOURCE: IDC)
Asia Pacific's Online Gaming Usage
% ReachTotal Unique
Average Minutes Average Visits Visitors (000) per Visitor per Visitor
Asia Pacific**
51.1
199,081
86.8
11.5
China
54.9
90,292
69.8
13.0
Singapore
49.6
1,172
140.0
13.0
Australia
44.7
5,032
125.2
11.3
Taiwan
42.4
4,465
151.0
15.5
New Zealand
41.1
926
134.5
9.9
South Korea
40.5
10,715
189.6
13.0
Malaysia
40.2
3,463
130.8
11.9
Japan
39.8
22,830
76.1
10.0
Hong Kong
36.9
1,388
142.9
13.1
India
27.4
8,295
45.4
4.3
(Source: comScore World Metrix; August 2008; Total Asia-Pacific Internet Audience*, *Excludes
searches from public computers such as Internet cafes or access from mobile phones or PDAs.
Age 15+ - Home & Work Locations)
Asia-Pacific's Search Usage Patterns
Country
Searches (m)
Asia Pacific
28,967
China
12,758
Japan
5,879
Korea
2,303
India
1,169
Australia
977
% of respondents
Male
Ages 18-34
Ages 35+
Single
Employed full-time
Household income >US$75,000
College graduate
Average blogging tenure (months)
Median annual investment
Median annual revenues
% of blogs with advertising
Average monthly unique visitors
Unique
Searchers (000)
341,850
149,219
61,130
21,072
22,931
8,523
Searches Per
Searcher
84.7
85.5
96.2
109.3
51.0
114.6
Online advertising spending in Asia (ex-Japan) will
experience "dramatic growth" going forward, with compound
annual growth rates of 25.4% over the 2007-2011 period.
(SOURCE: IDC)
Online ads may be informing customers in Asia Pacific
about their choices - but it doesn't means they are
persuading them to buy anything. More than 60% of users
in one survey said they saw online ads as "informative" yet
TV ads were "more likely to make them want to buy the
product that was being advertised".
(SOURCE: IDC)
If advertisers do want to increase their persuasive abilities
online, the best thing to do is make them laugh. According
to one survey, nearly 70% of Asian online users watch
online video ads, with 60% of users saying they would be
"highly interested" if that ad was funny.
(SOURCE: IDC)
Together, Japan, South Korea and China took up nearly
82% of Asia's online ad spending in 2008.
(SOURCE: SOZON)
Asia's online ad spend should eclipse western Europe's by
2010 to reach US$122 billion.
(SOURCE: YAHOO!)
asia pacific digital marketing yearbook Online ad spend in south east Asia alone will net almost
US$200 million by 2010, led mostly by increases in display
advertising activities. And three markets - Vietnam,
Indonesia and the Philippines - will be responsible for
as much as 90% of the south east Asia region's market
growth over the next five years.
❚ MOBILE
An estimated 472.5 million mobile phones were sold in Asia
in 2008, a 17.9% increase on 2007.
(SOURCE: MARKETINGVOX)
(SOURCE: MARKETING-INTERACTIVE/NIELSEN/YAHOO!)
Online branding efforts appear to be paying off in the
region, with nearly one third (32%) of users around Asia from Hong Kong, China, Taiwan, Singapore, Malaysia and
Thailand - saying the brand advertising they have seen
across all forms of digital media "significantly increased"
their interest in using the brand in question.
(SOURCE: TNS/MEDIA)
By 2013 more than 50% of the world's projected 5.63
billion mobile connections will come from the Asia Pacific
region. Not surprisingly the two markets leading the charge
will be China and India.
(SOURCE: TRENDSNIFF/OVUM)
Excluding Japan, Asia now has around 97.6 million mobile
online gamers. More than half of them are in China.
(SOURCE: IDC)
Nearly half - 45% - of Asia Pacific's advertisers and
marketers surveyed said they used online games as part of
their digital marketing strategies in 2008.
Mobile data revenues in Asia Pacific in 2008 came to
US$65.1 billion - in 2003 they stood at just US$21.9 billion.
(SOURCE: adma digital marketing survey 2008)
(SOURCE: FROST & SULLIVAN/ZDNETASIA)
So much for the financial crisis - 59% of Asia Pacific
advertisers surveyed actually increased their digital
marketing budgets in 2008 while only 10% made cutbacks.
On a regional basis, Asia Pacific is the largest mobile
gaming market on earth, generating an estimated US$2.3
billion in end-user spending in 2008, which is estimated to
rise to US$3.4 billion in 2011.
(SOURCE: adma digital marketing survey 2008)
(SOURCE: GARTNER)
Internet Advertising Revenues Forecast by Region
Region
North America Western Europe Asia Pacific Central & Eastern Europe Latin America Rest of World Worldwide 2007 ($m)
188,415
119,976 102,807 31,563 26,329 16,490 485,580 2008 *($m)
194,990 124,420 111,534 37,041 30,924 18,606 517,515 2010 *($m)
207,570
135,781
127,916
48,424
38,920
25,938
584,550
(Source: ZenithOptimedia *Projections)
Types of Digital Media Seen Being Used in Asia
Media % of users
Dedicated websites
53%
Sponsored content
50%
Pop-up ads
46%
Banner ads
39%
Email
29%
Mobile phones
19%
Ads in video games
6%
Ads in virtual worlds
4%
Other
11%
(Source: TNS/Media; represents China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand)
Trust in Media Channels in Asia
Media channel
% who trust the channel completely
Recommendations from friends and family
54%
Independent reviews in publications
25%
Expert product review from websites
28%
Product labels on packaging
27%
Consumer product review from websites
22%
Manufacturers/brands websites
22%
Consumer opinion in blogs
18%
TV ads
18%
Products/brands that appear in movies or within TV programmes
19%
Magazine ads
16%
Newspaper ads
16%
Consumer opinion on message boards
15%
Email newsletters
15%
Consumer opinion in chat rooms
15%
Ads on posters, buses/bus shelters
13%
Ads at the cinema before the movie starts
14%
Radio ads
12%
Recommendations from other consumers who you do not personally know
11%
Ads that appear on search engines
12%
Banner ads on websites
11%
Ads that have been sent to you by email
9%
Pop-up or pop-under web ads
7%
7%
Ads via mobile SMS
6%
Ads in video games
6%
(SOURCE: TNS/Media; represents China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand)
In 2008, 1.7 trillion out of an estimated 2.3 trillion mobile
SMS messages sent around the world came from Asia.
By 2012 more than US$880 million of Asia Pacific's mobile
music revenues will come from ad-supported business
models.
(SOURCE: EMARKETER)
By the end of 2008 there were an estimated 91.4 million
mobile social networking users in the world - 50% of them
living in the Asia Pacific region.
(SOURCE: INFORMA TELECOMS & MEDIA)
Asia Pacific's 3G population is set to explode. The region
was home to an estimated 158.4 million 3G subscribers in
2008. By 2013 that figure could mushroom to 564 million.
(SOURCE: INTELLASIA/FROST & SULLIVAN)
Mobile TV revenues in Asia Pacific (ex Japan) are
anticipated to reach US$1.88 billion by 2013, a dramatic
increase from the US$440 million earned in 2007.
(SOURCE: EMARKETER/FROST & SULLIVAN)
Mobile Data Revenues by Region
Region Mobile data % of total mobile Monthly mobile
revenues (m)revenuesdata ARPU
Asia Pacific
$20,272.57
24.57%
$4.74
Western Europe
$13,065.12
21.13%
$7.92
North America
$8,636.30
19.76%
$10.48
Eastern Europe $2,866.93
15.70%
$2.45
Latin America
$2,384.20
13.02%
$1.84
Middle East
$927.63
8.21%
$1.73
Africa
$881.74
6.62%
$0.93
Total
$49,034.48
19.68%
$5.07
(SOURCE: Emarketer; Q1 2008)
Mobile Advertising Spending in Asia Pacific
2007-2012
Mobile message ads
Mobile display ads
Mobile search ads
Total
2007
($m)
700
12
26
738
2008
($m)
1,229
36
72
1,336
2009
($m)
1,827
91
190
2,108
2010
($m)
3,100
182
373
3,655
Asia Pacific Online Shopping Revenues
2011
($m)
4,309
293
732
5,344
2012
($m)
5,320
397
1,160
6,877
(SOURCE: EMarketer)
Country
Australia
China
Hong Kong
India
Japan
South Korea
Singapore
Thailand
2007 (US$bn)
27.2
297.8
5.5
70.8
168.9
82
4.5
5.9
2010 (US$bn)
37.3
1415.7
10
734.3
185.3
114.7
6.6
20.8
(SOURCE: MasterCard Worldwide)
Mobile Music Spending in Asia Pacific, by Format,
2007-2012
2007 2008 (m) (m)
Mastertones, ringback tones and other* $654 $843 Full-track downloads
$535 $747 Total mobile music spending
$1,189 $1,590 of which: ad-supported mobile music
$42 $80 2009 (m)
$1,110 $1,067 $2,177 $142 2010 (m)
$1,579 $1,644 $3,223 $258 2011 (m)
$2,311 $2,606 $4,918 $566 2012
(m)
$3,450
$4,216
$7,666
$882
(SOURCE: EMarketer; excludes monophonic and polyphonic ringtones; includes China,
India, Japan, South Korea; *other includes music videos and streams)
❚ E-COMMERCE
Online shopping throughout Asia is a "growing trend", with
44% of users having shopped online for the past three
years; and 63% of respondents saying they now shop
online "at least occasionally". Over a three month period,
regional shoppers bought an average of 3.1 purchases
online, spending on average $612.40 on their purchases
over that period. More than three-quarters of them (76%)
intend to shop online again in the next 6 months.
Asia Pacific Online Shopping Market Outlook
Country
Australia
China
Hong Kong
India
Japan
South Korea
Singapore
Thailand
Online Shopping
Penetration Rate
2007 (%)
2010 (%)
67
72.1
70
74.8
50
62.5
47
59.2
83
83.1
83
88.9
60
67.7
43
57.5
Online Shopping
Population
2007 (m)
2010 (m)
10.4
12
147.1
480.4
2.4
3.5
28.1
203.1
72.7
75.1
29
33
1.5
1.8
3.6
10.5
(SOURCE: MasterCard Worldwide)
❚ CASE STUDY
(SOURCE: MASTERCARD WORLDWIDE INSIGHTS)
In general, online shopping seems to be a pleasurable
experience for Asia's consumers, with 71% finding it
convenient; 66% finding it easy; and 62% of users finding
it simpler than catalogue or telephone shopping.
Price and security matter to online shoppers across Asia.
A sizeable 87% of shoppers cite secure payment facilities
as an important factor affecting their online purchasing
decisions, with 87% also citing price and 85% noting
convenient payment methods. Equally, for those who are
less keen to shop online, the key reason is security again,
with 65% of online shoppers across the region fearing
online transactions are "unsafe". And when asked how
online shopping can be improved, almost three quarters of
the region's online consumers - 74% - said they "wanted
to see enhanced payment security".
Asia Pacific's (ex Japan) paid online content market was
expected to grow by 21% in 2008 from 2007 to reach
a market size of US$4.67 billion. By the end of 2013
that number is expected to grow to US$9.2 billion. The
key driver behind this growth is online gaming, which
is expected to represent 75.1% of all premium or paid
content revenues in 2013, representing US$6.9 billion.
(SOURCE: FROST & SULLIVAN)
Client: AirAsia
Agency: Yahoo! Mobile
Campaign: AirAsia brand building campaign
Objective: AirAsia wanted to increase awareness of the
company and its promotions throughout the region.
Strategy: Encourage interaction and allow users to
immerse themselves with the AirAsia brand. Evoke interest
in AirAsia's "Sleepless in 3 cities" and "Beautiful island
getaways" campaigns.
Details: Partner with Yahoo! Mobile to help drive traffic to
the AirAsia mobile website by placing ad banners on the
Yahoo! Mobile homepage, Yahoo! Mail, Yahoo! Messenger
and Yahoo! oneSearch. Engage users with a rich mobile
experience on the AirAsia mobile website.
Results: • AirAsia became the first-ever company on
Yahoo! mobile in Malaysia.
• In just 28 days AirAsia garnered 6,091,490 impressions
on mobile phones across Malaysia, Singapore, Thailand,
Indonesia, Philippines, Taiwan and Hong Kong.
• 108,405 clicks were obtained (CTR of 1.78%) from
mobile users.
• Average CPC on market value was $0.56.
asia pacific digital marketing yearbook AUSTRALIA
Uluru (Ayer's Rock) in the Australian Outback
❚ DEMOGR APHICS
Nearly three quarters (73%) of Australian homes are now
connected to the Internet. At the end of June 2008 there
were 6.21 million active Internet households in the country.
(SOURCE: ABS/ACMA)
Non dial-up (b)
ISDN/other
DSL
Fixed wireless
Mobile wireless
Satellite
Cable
All non dial-up connections
Total access connections
19
4,208
164
1,298
80
916
6,685
7,996
Download Speeds
Broadband's popularity surged in Australia in 2008, with
household penetration rates rising to 97% last year, up
from 84% in 2007.
Speed
Less than 256kbps
Broadband
256kbps to less than 512kbps
512kbps to less than 1.5Mbps
1.5Mbps to less than 8Mbps
8Mbps to less than 24Mbps
24Mbps or greater
Total broadband (256kbps+)
Total download speeds
(NIELSEN ONLINE)
You can tell a lot about a person by their Internet
connection it appears - Australians with post-graduate
degrees are 83% more likely to have broadband access
than those without tertiary qualifications.
'000
1,319
1,458
1,181
2,012
1,653
373
6,678
7,996
(SOURCE: abs; q4 2008)
(SOURCE: ABS/ACMA)
The Internet also appears to be the domain of the wealthy
- households with an income of more than AU$2,000 or
more a week are three times more likely to have broadband
than those with less than AU$600 per week. Indigenous
households are around half as likely to have broadband.
(SOURCE: ABS/ACMA)
❚ USER BEHAVIOUR
Australians now spend more time consuming media and
this is largely thanks to the Internet: Australians were
spending 16.1 hours a week online in 2008, up from 13.7
hours in 2007.
(SOURCE: NIELSEN ONLINE)
How Australians Connect
Connection
Dial-up
Analog
ISDN/other
All dial-up connections
10 asia pacific digital marketing yearbook
'000
1,298
13
1,311
The average Australian spends one and a half hours of
their leisure time online every day.
(SOURCE: TNS)
Australian men in general spend more time online than
their female counterparts - amongst heavy Internet users
62% are male and 48% are female.
(SOURCE: ABS/ACMA)
More media consumption means more multi-tasking: 61%
of online users watch TV while they are online and 50%
use the Internet while they listen to the radio. For all users
who do multi-task, the Internet is "most commonly cited as
the primary focus".
Airline ticket purchase Bill payment Online social networking (e.g. Facebook, MySpace, LinkedIn) Directories (Yellow/WhitePages) Submitting forms or information to government websites Voice over IP/Internet telephony Accommodation bookings Adult services/websites Local/community information Gambling Instant Messaging Health and medicine sites Education/study sites 45%
68%
27% 60%
29%
9% 39% 10% 25% 10% 39% 31% 29% 35%
58%
18%
52%
22%
2%
32%
3%
18%
3%
33%
25%
35%
(SOURCE: ACMA/Nielsen Online)
Australian Online Activities by Gender
VoIP's growth potential in Australia is such that now nearly
half (47%) of all ISPs offer VoIP as part of their bundled
broadband packages.
ActivityFemale
Adult services/websites
3%
Downloading Audio
21%
Downloading Video
15%
News, sports or weather updates
67%
Streaming Video
6%
Gambling
6%
Making payments for government services
17%
Streaming Audio
6%
Auctions
34%
Maps/directions
60%
Health & medicine sites
32%
Education/study sites
31%
(SOURCE: AUSTRALIAN COMMUNICATIONS AND MEDIA AUTHORITY)
(SOURCE: ACMA/Nielsen Online)
Australians are high adopters of social networking sites 65% of online users in the country use them.
Activities of Australian Gamers vs Non-Gamers
More Australians are using the Internet to make voice calls,
with traffic for Skype and other types of voice over Internet
protocol (VoIP) services increasing by 27% in the year
ending April 2008.
(SOURCE: IBM INSTITUTE FOR BUSINESS VALUE)
The Internet is now "the preferred medium for
entertainment and leisure" in Australian homes. In a survey
of media habits of Australian gamers, 87% of them ranked
using the Internet first as their preferred media activity
ahead of watching TV, watching DVDs, reading books,
newspapers or magazines and listening to music.
(SOURCE: IEAA)
Perhaps because of their preference for the Internet as a
leisure activity, gamers are "more likely than non-gamers to
use newer online services": 23% of gamers blog compared
to 11% of non-gamers; 51% of gamers engage in social
networking against 37% of non-gamers; and 35% of
gamers download TV shows/movies compared to 18% of
non-gamers.
online Activity
Self-publishing/Blogging
Downloading Computer or Video Games
Downloading TV Shows or Movies
Other
Voice Over Internet Telephone
Playing Computer or Video Games
Social Networking
Watching Streaming Media
Chatting
Downloading Music
Study
Work
Booking Travel/Holidays
Shopping/Banking/Paying Bills
Reading the News
Product Information
Browsing/Surfing
Email
% of Non-Gamers 11%
8%
18%
32%
33%
0%
37%
39%
44%
41%
56%
66%
86%
90%
90%
93%
94%
99%
Male
20%
35%
28%
79%
15%
14%
24%
13%
41%
65%
27%
25%
% of Gamers
23%
43%
35%
32%
33%
64%
51%
60%
57%
63%
62%
70%
81%
91%
90%
95%
97%
100%
(SOURCE: IEAA)
(SOURCE: IEAA)
Awareness of blogging in Australia is high, with 93% of
Australians aware of them, yet only 40% access them and
only 13% contribute to them.
Expenditure on online advertising in Australia in 2008 came
to a sizeable $1.7 billion, representing a 27.1% increase on
2007, or an additional AU$364.25 million.
(SOURCE: IAB/PRICEWATERHOUSECOOPERS)
(SOURCE: TNS)
Australian online users rate the Internet as their most
trusted source of information (27%), above newspapers
(20%) or the television (17%).
Of the AU$1.7 billion of Australia's online ad expenditure,
AU$465 million was spent on display advertising; $439
million on classified advertising; and $807 million on search
and directories.
Australian Online Activities by Internet Connection
Activity
Banking Maps/directions News, sports or weather updates Auctions Making payments for government services Subscribe/sign up to email newsletters Online radio Streaming video Streaming audio Reading blogs Downloading video Broadband
75% 64%
73% 39% 21% 37% 13%
11% 10% 17% 22% Dial up
53%
47%
58%
25%
8%
25%
2%
0%
0%
7%
12%
Behind the increase in online ad spending in Australian
has been strong annual increases across all categories: a
30% increase in search and directories; a 27% increase
in general display advertising; and a 23% increase in
classified ads.
Most online Australians seem happy with ad-supported
online video content, with 75% of them saying they would
watch ads either before or after quality, free content. The
asia pacific digital marketing yearbook 11
remaining 25% of them however dislike ads so much that
they would actually pay to avoid advertising messages.
Australians are split straight down the middle when it
comes to how they feel about sharing information about
themselves with advertisers in exchange for something of
value - 50% of that said they were willing to do this.
Australians are becoming "less tolerant" of advertising
across social media, with 38% of users saying they
considered advertising "an intrusion", compared to 29%
who said the same in 2007. Equally while 51% said they
didn't mind advertising in 2007, a lower number - 47% now say that is the case.
Australia's Top Online Gaming Sites
Site WildTangent Network
MINICLIP.COM
MSN Games
ADDICTINGGAMES.COM
Disney Games
% Reach
6.9%
6.3%
4.6%
3.3%
3.0%
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons 15+ at Australia Home/
Work Locations)
Australia's Top Technology News Sites
NetShelter Technology Media
CNET
About.com Technology Network
ZDNet
Bestofmedia Group
GRAYSONLINE.COM.AU
Comment Ca Marche
WIRED.COM
Scientific American Network
SLASHDOT.ORG
% Reach
26.8%
22.9%
5.8%
3.3%
2.9%
2.5%
2.4%
2.4%
2.2%
2.2%
Work Locations; heavy Internet users)
Member community sites - including blogs and social
networking sites - now reach 59% of Australian online
users, compared to 55% in 2007.
Australia's Top Entertainment Sites
Australia's Top Online Ad Spend Categories in 2008
Category
Finance Communications Motor Vehicles Travel/Accommodation Media Retail Entertainment & Leisure Services Insurance Computers Total for all Others
not in Top 10 Total Ad Spend
estimates for 2008
Online Display AU$m 85.6
65.2
56.9
35.4
25.8
21.9
19.7
19.3
18.4
17.7
All Media
Share %
AU$m
14.1 606.3
18.0 362.2
5.1 1,118.5
6.7 525.3
8.1 319.8
1.1 2,084.3
2.6 771.0
7.6 254.6
6.6 278.8
20.9 84.6
84.1
11.2 112.5
450
4.5 10,063
(SOURCE: Nielsen AIS Australia)
YOUTUBE.COM
iTunes Software (App)
CBS Interactive
Viacom Digital
Gorilla Nation
MSN Video
IMDB.COM
ARTISTdirect Network
MySpace Music
Break Media
% Reach
74.1%
45.1%
44.1%
27.4%
23.9%
23.3%
23.2%
20.1%
19.4%
17.6%
(SOURCE: COMSCORE SEGMENT METRIX; feb 2009; Audience: All Persons 15+ at Australia Home/Work
Locations; heavy Internet users)
Online Advertising Expenditure - Total Spend by
Category by Period (AU$M)
12 months
General Classifieds
ended Display
December 2008 $464.5
$439.2 December 2007 $367.0
$356.7 December 2006 $303.0 $299.0 December 2005 $194.0
$206.0 Search and % Year/ Year
Directories Total
Growth
$806.2 $1,710.2
27%
$622.2 $1,346.0 34%
$399.0 $1,001.0 61%
$220.0 $620.0 60%
Online Advertising Expenditure by Industry
Australia's Top 10 Sites
Total Unique
Visitors (000)
Google Sites
9,708
Microsoft Sites
9,071
FACEBOOK.COM
5,331
Yahoo! Sites
5,254
eBay
4,810
Fox Interactive Media
4,218
News Interactive Pty Limited
3,992
Telstra Corporation Limited
3,877
Wikimedia Foundation Sites
3,731
Apple Inc.
3,624
% ReachTotal Minutes (MM)
81.4%
76.1%
44.7%
44.1%
40.3%
35.4%
33.5%
32.5%
31.3%
30.4%
1,220
3,931
758
370
340
565
186
101
53
24
Work Locations)
Australia's Top Online Retail Sites
Amazon Sites Apple.com Worldwide Sites
Shopping.com Sites
Coles Group
Woolworths
AmericanGreetings Property
ninemsn Shopping
Ticketek
DEALSDIRECT.COM.AU
GETPRICE.COM.AU
% Reach
38.9%
26.2%
17.0%
16.0%
12.6%
7.7%
7.3%
7.2%
7.0%
6.9%
Advertiser Industry Category
Finance Computers & Communications
Motor Vehicles Travel/Accommodation
Entertainment & Leisure Media FMCG Real Estate Retail Insurance Health/Beauty/Pharmaceuticals
Government Other Recruitment Alcoholic Beverages Education & Learning Home Products & Services Community/Public Service Office & Business Equipment 2008 20.82% 15.13% 14.94%
6.30% 7.18% 4.00% 4.20% 2.91% 3.31% 3.41% 4.04%
2.93% 4.04% 1.84% 1.28% 1.60% 0.76% 0.88% 0.43% 2006
23.15%
16.96%
14.73%
6.72%
6.13%
5.09%
3.33%
2.53%
3.47%
2.00%
2.65%
2.78%
2.90%
3.69%
0.74%
1.03%
0.87%
0.85%
0.38%
(SOURCE: IAB/PwC)
❚ MOBILE
Mobile phone revenues in Australia increased by 6.9% in
the 2007-08 period generating AU$11 billion in revenues.
(SOURCE: AUSTRALIAN COMMUNICA TIONS AND MEDIA AUTHORITY)
2007 21.31% 16.58% 14.47% 6.93% 6.15% 4.33% 4.66%
2.37%
3.10% 3.70% 3.18% 3.47% 4.01% 1.81% 1.15% 1.17% 0.72% 0.62% 0.27% Mobile phone penetration rates remain high in Australia
with 83% of adults using a mobile phone service. Other
sources place it much higher, as high as 108%.
(SOURCE: AUSTRALIAN COMMUNICATIONS AND MEDIA AUTHORITY/BUSINESS MONITOR)
Looking ahead, Australians want more of the same, with
"the most popular requests for future mobile content"
being digital music downloads (30%), games (27%) and
wallpapers (25%).
(SOURCE: AiMiA)
By 2013 it is estimated there will be more than 25.8 million
subscribers in Australia, representing a penetration rate of
117.4%.
(SOURCE: BUSINESS MONITOR)
Nearly all Australian mobile phone user (97% of them)
use their mobile for more than just making phone calls. Of
those, 61% use their phones for information services; 57%
for "entertainment purposes"; 99% for "communication type
services"; while 31% used their phone to make purchases.
(SOURCE: MNET/TELECOMPAPER)
Nearly a third of Australians (31%) have now gone online
via their mobiles, on average doing this 1.9 times a week.
(SOURCE: MYSPACE.COM/SWEENEY RESEARCH)
The key types of information Australian mobile Internet
users access are news (53%), weather (50%) and sport
(34%). Compared to last year's data the greatest growth
in the type of information accessed has been maps (347%
increase), restaurant/cafe guides (174%) and TV listings
(93%).
(SOURCE: AiMiA)
For mobile users who don't use their phones for anything
other than voice or SMS, 10% of them say they do this
because they "don't know what it does"; 26% meanwhile
say they "don't get any value out of it"; 10% don't know
how to connect to the Internet; 7% don't know how to
access content when connected; and a sizeable 60% of
users just "don't care".
The cost of using mobile data services is proving a
deterrent for Australian mobile phone users. A sizeable
69% of mobile users take photos with their phone, costing
them nothing, while only 39% forward them on to friends,
a service which they need to pay for. Equally, while 39% of
mobile users have gone down the 3G route, only 27% of
those people have used their phones to go online.
(SOURCE: AiMiA)
(SOURCE: AiMiA)
Mobile Internet activity is on the increase in Australia between September and December 2008, the number
of page views across mobile Internet sites increased by
17.3%, representing a compound annual growth rate of
89.3%.
Half of those who share their content tend to do it once a
month or more. And users aged under 25 are more likely to
create content to share with other users.
(SOURCE: AiMiA)
The two main methods Australians use to share content are
MMS (63% of users) and Bluetooth (61%).
For Australian mobile users, SMS is now as much of a "key
expenditure" each month as voice services with 84% of
users in each category saying this was the case, followed
by MMS (22%), buying content (9%) and email (7%).
(SOURCE: AiMiA)
(SOURCE: AiMiA)
More than a third (36%) of Australian mobile phone users
have purchased and/or subscribed to information services
via their mobiles in the past 12 months, while 33% had
purchased mobile content. More than 50% of them became
aware of new mobile content via the Internet.
(SOURCE: AiMiA)
Nearly half (48%) of mobile users bought content online via
their PC; 17% bought it from their mobile carrier's portal;
while 12% bought it from their mobile phone menu.
(SOURCE: AiMiA)
The most popular types of content purchased by Australian
mobile users are games (43%), true tones (42%) and
wallpapers (33%), the first two items having grown
significantly in popularity in the past two years - the
popularity of true tones growing by 173% and games by
171%. The number of mobile users purchasing digital music
downloads has jumped by 113% over the past two years.
(SOURCE: AiMiA)
For mobile users that share their mobile content, by far
and away the most popular type of content is photos with
96% of users saying they share this, compared to 41%
who share videos; 32% who share music; and just 3% that
share blog posts.
(SOURCE: AiMiA)
Community Services Used by Australian Mobile Users
Service
MSN Messenger
YouTube
Facebook
MySpace
Yahoo! Messenger
Skype
Google Talk
FlickR
Linked In
Chat Rooms
RSS Feed Reader
Apple iChat
AOL Messenger
CyWorld
% oF Respondents
Via PC
Via Mobile
57%
8%
46%
2%
45%
5%
28%
3%
23%
2%
22%
2%
12%
2%
10%
1%
7%
1%
7%
1%
7%
2%
2%n/a
2%
<1%
<1%
<1%
(SOURCE: AiMiA)
Australians' Usage of Mobile Devices
Technology
Camera
MMS
Mobile Internet
Bluetooth
Video Recorder
MP3 Player
Video Calls
Document Reader
GPS
% of device % of device enabledused
82%
69%
66%
39%
60%
27%
57%
36%
47%
25%
40%
23%
37%
10%
16%
5%
10%
4%
(SOURCE: Nielsen Online/ACMA)
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Content Australian Mobile Users Purchase
Content
Games
True Tones
Wallpapers
Poly Tones SMS alerts
Screensavers
Digital Music Download
Video
Sound FX
Greeting Cards
Mono Tones
Logos
% of Respondents*
43%
42%
33%
30%
19%
15%
14%
7%
5%
3%
3%
2%
(SOURCE: AIMiA; * as % of those that purchased content)
❚ E-COMMERCE
E-commerce has now become a prevalent activity amongst
Australian online users - 80% of them now shop online.
(SOURCE: THE NIELSEN COMPANY)
Communications equipment
(e.g. mobile phone, fax, pager) Shares or financial information
Supermarket shopping
Alcohol (e.g. wine, beer, spirits)
Adult entertainment
Cannot say
4%
4%
3%
2%
2%
1%
(SOURCE: ACMA/Roy Morgan; Items directly bought online in the previous three months, January
to March 2008)
Where Australians Shop Online
Online retailer
eBay
Dealsdirect.com.au
Virgin Blue
Ticketek
Amazon
QANTAS
Jetstar
iTunes (Music)
Ticketmaster7
Flight Centre
Wotif
Dstore
Doubleday Books
OO.com.au
ezyDVD
% of users
56%
23%
15%
12%
11%
12%
12%
6%
6%
6%
7%
5%
4%
7%
5%
(SOURCE: The Nielsen Company; 1H 2008)
When Australians shop online 37% of them choose online
payment system PayPal rather than Visa (22%) as their
preferred payment method.
❚ CASE STUDY
Carrying on a trend from previous years, when Australians
shop online, it is mainly to book their travel arrangements,
with 37% of users booking airline tickets and 31% booking
accommodation. The next popular shopping item is book
purchases, with 29% of users typically making these
purchases.
When it comes to the online retailer who attracts the
most Australian shoppers, there is one "clear market
leader" - eBay, with 56% of online shoppers having bought
something from the site.
Australians spend on average half that of the Americans
online, spending on average US$37.86 per order against
US$77.94 in the U.S.
(SOURCE: EMARKETER)
Australia's B2C E-Commerce Sales: 2007-2011
Year 2007
2008
2009
2010
2011
Sales (AU$ billion)
$18.1 (US$13.6)
$24.5 (US$20.4)
$30.6 (US$26.4)
$37.3 (US$28.7)
$44.8 (US$31.1)
% change from previous year
45%
35%
25%
22%
20%
(SOURCE: EMarketer)
What Australians Buy Online
Items bought online
% who bought a product in this
category within last 3 months
Travel (tickets/accommodation)
28%
Other
17%
DVDs/videos 16%
Books/magazines/newspapers
16%
Gifts
15%
None in the last three months
15%
Toys or games
13%
Computer software
13%
Other clothing/shoes
13%
Other entertainment (e.g. shows, events) 13%
Music to download
12%
Sports equipment/clothing
10%
CDs/tapes
9%
Computer hardware
9%
Client: Hasbro Transformers
(Australia)
Agency: OMD
Campaign: Create the
Transformer Hero of your
Dreams
Objective: To establish a
wholly unique integrated
campaign enabling children
to have direct interaction
with the Transformers brand
and products.
Strategy: Capitalise on
Cartoon Network's popularity
among boys aged five to 12
by driving brand awareness
and interaction through an integrated on-air, online and on
the ground promotion.
Details: Cartoon Network developed a promotional microsite which included a drag and drop interaction that
allowed children to design their very own Transformer.
The campaign ran across three weeks on the Cartoon
Network Australia site, and was supported by additional
advertising banners linking to the micro-site and on-air
advertising. A panel of Cartoon Network and Hasbro judges
chose five of the best submissions, and the winners were
given the opportunity to meet Hasbro Transformer artist
Eric Seibenhaler in person at participating Kmart Stores.
Seibenhaler presented each of the winners a personalised
Transformer illustration based on their designs.
Results: • More than 4,000 children participated in the
promotion.
• The promotion generated over 45,000 page views over
the three-week campaign period.
• Over a half million impressions were booked.
CHINA
The Great Wall of China
❚ DEMOGR APHICS
In terms of unique visitors, China is the largest Internet
market on earth, representing 18% of the world's online
population.
China is home to the highest number of broadband users
in the world - 270 million people, representing 90.6% of all
Chinese online users, and an increase of 100 million new
broadband users from 2007.
(SOURCE: CNNIC)
(SOURCE: COMSCORE)
China currently is home to around 253 million Internet
users overall, an online population growth of 1,024.4%
from 2000.
(SOURCE: BTRAX)
That number could be higher however - as high as 298
million users, representing an annual growth rate of 41.9%.
(SOURCE: CNNIC)
There were 84.76 million households with Internet
connections in China in 2008.
(SOURCE: BTRAX)
In terms of gender, China's online population is pretty
evenly balanced with 52.5% of users being male, 47.5%
female. The number of Chinese women going online has
increased from last year when only 42.8% of online users
were female.
(SOURCE: CHINAInternetWATCH.COM/CNNIC)
And that number could mushroom to 389 million Internet
users in 2009.
(SOURCE: BDA)
The most prolific Internet users in China are teenagers 35.2% of the online population are aged between 11 and
19 years old.
More than two thirds (68.6%) of Chinese online users are
below the age of 30.
(SOURCE: TRENDSSPOTTING)
One third of all Chinese Internet users (33.2%) are
students.
Despite the large numbers of Internet users in China,
Internet penetration rates are still proportionately low
ranging anywhere from 15.9% to 22.6% depending on
what source you believe. That being said, on the higher
side, that figure of 22.6% is above the world average level
of 21.9%.
(SOURCE: CNNIC)
(SOURCE: MASTERCARD WORLDWIDE INSIGHTS/CNNIC)
Time Spent Online Per Week
Overall time spent onlineTime spent per week (hours)
Less than a year
12.7
1-2 years
12.4
2-4 years
13.8
4-6 years
16.2
6-8 years
19.9
More than 8 years
26.4
(SOURCE: CNNIC)
China's Internet Users 2008
Age
Under 10
Age 10-19
Age 20-29
Age 30-39
Age 40-49
Age 50-59
Age 60 and above
% of users
0.4%
35.2%
31.5%
17.6%
9.6%
4.2%
1.5%
Education
Primary school/below
Junior middle
Senior middle/technical school
College
Master's degree/above
5.4%
28%
39.4%
12.2%
1%
Profession
Others
Unemployed
Retirees
Agricultural, forestry, husbandry, fishery labourers
Freelancers
Self-employed
Industry/service industry workers
Rural migrant workers
Technical professionals
Enterprise staff
Managers
Party/government/institute employees
Students
0.5%
5.5%
2%
2.3%
6.4%
7.3%
2%
2.6%
8.7%
15%
4.5%
10.3%
33.2%
Income (Yuan) per month
Above 8,000
5,001-8,000
3,001-5,000
2,001-3,000
1,501-2,000
1,001-1,500
501-1,000
Under 500
No income
1.9%
2.9%
8%
13.7%
13.8%
16%
16.2%
26%
1.5%
Places of access
Home
Internet cafe
Office
Campus
Public area
Others
Access equipment
Desktops
Laptops
Mobile phones
PDA
78.4%
42.4%
20.7%
11.3%
2.7%
1.3%
89.4%
27.8%
39.5%
1.4%
(SOURCE: CNNIC Jan 2009)
is discovered through social connections. And 94.1% of this
content is shared via instant messaging tools like QQ and
MSN.
(SOURCE: CASBAA)
Chinese online users prioritise the Internet over TV as
their main source of entertainment, with more than 80%
of young Chinese saying they "placed the Web as their
primary source of entertainment".
(SOURCE: CASBAA/SINA/CHINA YOUTH DAILY)
Blogging is picking up in China - 107 million Chinese online
users say they "use blogs", representing 42.3% of the
overall Internet user population.
(SOURCE: OGILVYONE)
More Chinese actually have become bonafide bloggers
themselves however - as much as 162 million now consider
themselves bloggers.
Chinese broadband users love to express themselves online,
with more than nine out of 10 'broadbanders' contributing
"at least one kind of content" online every month.
(SOURCE: NETPOP)
Perhaps for this reason eight out of 10 'broadbanders'
see the Internet as "liberating, efficient, fulfilling, fun and
creative."
(SOURCE: NETPOP)
Of all China's Internet users, almost all of them read news
online - 234 million of them are online news users.
There might be a lot of news out there that the vast
majority of Chinese Internet users are reading but a lot of
them appear to feel wary of it: 70% of them think that "at
best only half the information retrieved on the Internet is
reliable".
(SOURCE: BDA/WORLD Internet PROJECT)
China was home to an estimated 202.4 million social media
users in 2008.
❚ USER BEHAVIOUR
Chinese online users are spending more of their time
online, which is on average 16.6 hours per week.
(SOURCE: BDA)
(SOURCE: OGILVYONE)
Bulletin Board Systems (BBS) "are at the heart of China's
social media" attracting 10 million posts every day, with
80% of all Chinese websites hosting their own BBS.
(SOURCE: OGILVYONE)
China has the largest Internet audience in the world with
180 million regular viewers of online video content.
(SOURCE: CASBAA)
Chinese online users like to watch video content online
frequently too. When asked "how often do you use the
Internet to watch video clips", 33% of them said they do
pretty much every time they go online.
(SOURCE: CASBAA/SINA/CHINA YOUTH DAILY)
Such is the stronghold social media has on China's online
population that more than 50% of Chinese Internet users
are making new friends online.
(SOURCE: OGILVYONE)
When the Chinese want to connect with these friends, they
overwhelmingly choose instant messaging - 90% of them
use IM to do this.
(SOURCE: OGILVYONE)
Social networking has formed a stronghold on the Chinese
online community, particularly so when it comes to video
content. Because of the country's "strong grassroots
culture" nearly two thirds of video content in China (63.7%)
The Chinese love listening to music online, with Internet
music usage rates of 84.5%, representing 214 million
people. The next favourite form of online entertainment
is online video with 71% usage rates; followed by online
gaming (58.3% usage rates).
(SOURCE: OGILVYONE)
The longer Chinese Internet users spend online, the longer
they spend online - those Internet users who have only
been online for less than a year spend on average 12.7
hours per week on the Internet, while those who have
been online for more than eight years spend on average
26.4 hours online a week.
(SOURCE: CNNIC)
Having blogs -
Updating blogs
23.5% Forum/BBS -
Friend-making websites - Network games
59.3% Network music
86.6% Network video
76.9% Online shopping
22.1% Online selling -
Online payment
15.8% Travel reservation
-
Online banking
19.2% Online stock
Speculation
18.2% Online education
16.6% (SOURCE: CNNIC, Jan 2009)
China is renowned for its tight controls over Internet
content. The country's online users don't seem to mind
however - 85% of them approve of Internet censorship.
Perhaps the reason being is that 93% of them feel that
"much of Internet content to be unsuitable for children".
China's Web 2.0 market is expected to be worth US$645.8
million by 2011.
(S OURCE: IDC/TRENDSSPOTTING)
China MMORPG Market Forecast
MMORPG gamers (m) Game users penetration
Average ARPU per month (RMB) Market size (RMB million) MMORPG Market size (US$M) Growth Rate 2007 34.4 19.7% 20.7 8,544 1,124 54% 2008E 44.7 22.3% 21.7 11,663 1,535 37% 2009E 55.9 25.3% 22.4 15,016 1,976 29% 2010E 66.0 27.6% 22.8 18,073 2,378 20% 2011E
75.9
29.4%
23.3
21,200
2,789
17%
2009E 59.0 26.7% 29% 14.5 2,996 394 35% 2010E 66.1 27.7% 30%
15.6
3,714 489 24%
2011E
71.4
27.6%
31%
16.7
4,435
584
19%
-
4,900 -
-
12,500 18,200 16,100 4,600 -
3,300 -
4,000 54.3% 35.2% 30.7% 19.3% 62.8% 83.7% 67.7% 24.8% 3.7% 17.6% 5.6% 19.3% 16,200 10,500 9,100 5,800 18,700 24,900 20,200 7,400 1,100 5,200 1,700 5,800 -
5,600 -
-
6,200 6,700 4,100 2,800 -
1,900 -
1,800 114.3%
49.6%
36.8%
25.5%
60.9%
57.6%
45.0%
3,800 3,500 11.4% 16.5% 3,400 4,900 -400 1,400 -10.5%
40.0%
How spending time online makes Chinese users feel
Sentiment
Level of Acceptance Without the Internet, I cannot work or study
39.0%
Without the Internet, my entertainment life will be very monotonous
59.1%
Handling business online saves me a lot of trouble from visiting a place
in person
69.3%
Generally I read major news first on the Internet
61.8%
When encountering a problem, I will first go to the Internet to seek answers 64.6%
I make many new friends on the Internet 65.4%
The Internet strengthens my contact with friends
82.5%
In the age of the Internet, I feel more lonely
19.9%
The Internet reduces my time spent with my family
29.0%
The registration information I fill in on the Internet is true
47.5%
It is safe to have transactions online 27.6%
The Internet is my primary channel for airing my views
41.9%
After having access to the Internet, I am more concerned with social
events than before
76.9%
(SOURCE: CNNIC)
(SOURCE: JP MORGAN)
China Casual Game Market Forecast
Casual game players (million) Casual players penetration Assumed Ratio of paying users
APRU per month (Rmb) Market size (RMB million) Casual Market size (US$M) Growth Rate 2007 42.4 24.2% 25% 12.2 1,563 206 56% 2008E 50.9 25.4% 27% 13.5 2,227 293 43% What Chinese Internet Users do online
(% of groups)
China's online advertising market was valued at RMB17
billion, or US$2.4 billion in 2008, representing year on
year growth of 53%. Online advertising is now the "fastest
growing advertising sector" in China.
(SOURCE: BDA)
Online advertising represented 5% of China's advertising
market in 2008.
(SOURCE: BDA)
Middle/primary
CollegeOffice Rural Total
school studentsstudents employeesmigrant workers
Network news 68.1% 89.9% 83.1% 73.4% 78.5%
Search engines 63.5% 84.4% 71.9% 56.6% 68.0%
Online recruitment 8.9% 29.5% 23.0% 23.7% 18.6%
Email 52.2% 81.4% 60.4% 38.9% 56.8%
Instant messaging 77.5% 91.1% 75.0% 66.5% 75.3%
Having blogs 64.0% 81.4% 50.9% 43.1% 54.3%
Forum/BBS 24.1% 55.5% 34.6% 17.2% 30.7%
Friend-making Websites
16.8% 26.0% 20.2% 18.2% 19.3%
Network music 86.9% 94.0% 83.4% 78.2% 83.7%
Network video 67.4% 84.4% 68.1% 57.3% 67.7%
Network games 69.7% 64.2% 60.6% 55.5% 62.8%
Online shopping 16.2% 38.8% 29.4% 11.7% 24.8%
Online selling 2.1% 5.2% 4.4% 0.8% 3.7%
Online payment 9.6% 30.5% 22.4% 7.9% 17.6%
Travel reservation 2.0% 6.8% 6.8% 2.5% 5.6%
Online banking 7.7% 29.9% 25.5% 7.4% 19.3%
Online stock speculation
4.7% 4.7% 15.5% 4.1% 11.4%
Online education 16.2% 25.6% 17.3% 7.8% 16.5%
China's online advertising market is expected to grow by
20% in 2009.
(SOURCE: CNNIC)
This growth has something to do with the increase in
number of online advertisers in the country, numbering
600,000 in 2008. In 2009 this number could reach 900,000.
Use of Online Apps by Chinese users: 2007 vs 2008
End of 2007 End of 2008 Change Growth Use rate Size of Use rate Size of Increaserate
users users
(10,000) (10,000)
Network news 73.6% 15,500 78.5% 23,400 7,900 51.0%
Search engine 72.4% 15,200 68.0% 20,300 5,100 33.6%
Network job seeking 10.4% 2,200 18.6% 5,500 3,300 150.0%
Email 56.5% 11,900 56.8% 16,900 5,000 42.0%
Instant messaging 81.4% 17,100 75.3% 22,400 5,300 31.0%
(SOURCE: BDA)
Online display advertising in China was expected to grow
by 41% year on year in 2008, generating RMB6.4 billion
in revenues. Growth is anticipated to slow down in 2009
however to around 18% year on year growth, representing
RMB7.58 billion in earnings.
(SOURCE: JP MORGAN)
By 2012 online ad revenues in China are expected to reach
US$3.4 billion.
(SOURCE: EMARKETER)
(SOURCE: BDA)
The advertisers that will spur this growth are likely to come
from the top three industries for online advertising - IT,
automotives and real estate. Other sectors to watch out for
in 2009 are telecoms, online services and FMCG.
(SOURCE: BDA)
Economic hardships could actually prove a boon for the
online advertising market in China, with expectations of
28% year on year growth in 2009 for the online ad market,
and 37% year on year growth in 2010, representing
US$2.9 billion.
In China, the biggest search engine marketing advertisers
are in manufacturing (49.3% of advertisers); the next
biggest group being IT (12.5%); then Trade (10.3%);
Service Industries (6%); Pharmaceuticals (5%) and
Chemical Industry (5%).
(SOURCE: JP MORGAN)
(SOURCE: CHINA Internet WATCH)
China currently has 2.87 million websites registered within
its territory, an increase of 91.4% from 2007. The total
number of web pages passed the 16 billion mark at the
end of 2008.
Chinese online users respond well to viral messages,
particularly the 25-29 age group, 85% of which have
received viral messages containing an ad or a link to an ad
at one time, with 71% of them saying they had passed it
on.
(SOURCE: CNNIC)
(SOURCE: TNS/MEDIA)
Half of the top 20 sites in Asia Pacific by traffic are based in
China, led by Baidu.com, Tencent, SINA.com and NetEase.
Of all advertisers in China using search engine marketing,
86% use Baidu and 60.2% use Google.
(SOURCE: CHINA Internet WATCH)
Baidu is the clear market leader in China's search market
with 64.4% market share, followed by Google with 25%
and Yahoo! with 8% share.
(SOURCE: COMSCORE/TRENDSSPOTTING)
Search advertising will experience strong growth in China's
online advertising market in 2009, generating an estimated
RMB6.61 billion, up from RMB4.66 billion in 2008.
(SOURCE: JP MORGAN)
User-generated content is very powerful in China, with
58% of all purchasing decisions being influenced by online
consumer reviews, rating sites, blogs, forums and bulletin
boards.
(SOURCE: NETPOP)
The most influential source for online Chinese when
making purchasing decisions is the search engine - 46%
of 'broadbanders' consult a search engine to make their
shopping decisions, compared to just 25% of American
'broadbanders'.
(SOURCE: NETPOP)
The Chinese online gaming market grew by 63% in 2008
making it worth US$2.8 billion - by 2012 it will be worth $5.5
billion.
(SOURCE: PEARL RESEARCH/BUSINESS Internet CHINA)
Forget Facebook, China's Qzone could be the largest
social network in the world. Ranked number one in China
(Facebook doesn't even make it into the top 15), Qzone
claims to have more than 200 million users, compared to
Facebook's 150 million.
(SOURCE: WEB2ASIA)
Not only is Qzone the biggest social networking site in the
world, it could also be the most active - 150 million of its
users actively update their accounts every month at least;
4 million users upload photos daily totalling on average
60 million photos a day; and 9.5 million new blog entries
appear on it each day.
(SOURCE: WEB2ASIA)
Most Popular Chinese Sites
Rank
1
2
3
4
5
6
7
8
9
10
Site Name
QQ.Com
Baidu.Com
Sina.Com.Cn
163.Com
Yahoo.Com.Cn
Google.Cn
Sohu.Com
Soso.Com
Microsoft.Com
Taobao.Com
Unique Visitors (000)
62,248
60,174
48,373
40,805
38,852
34,882
31,184
30,602
27,999
25,778
Major Business
IM
Online Ad
Portal (Online Ad)
Portal (Online Game)
PaidSearch
Paid Search
Online Games &MVAS
Paid Search
Online Ad, SNS
Online Auction
(SOURCE: ComScore/Trendsspotting)
China Online Advertising Market Forecast
Type of Advertising (RMB m)
Brand Advertising Search Advertising
Other Online Format
Total Online ad market (RMB M)
Total Online ad market (US$ M)
Growth Rate
Total China ad market
Growth Rate
Ad market as % of GDP
Online ad as % of total ad market 2007 4,559 2,851 122 7,533 999 53% 116,422 10% 0.47% 6.5% 2008E 6,428 4,663 135 11,226 1,627
49% 155,074 11.0%
0.49% 8.0% 2009E 7,585 6,614 148 14,347 2,092 28% 178,336 15.0% 0.49%
9.3% 2010E
10,013
9,438
163
19,614
2,860
37%
203,303
14%
0.50%
11.0%
2008E 6,428 932 41% 4.6% 2009E 7,585 1,106 18% 4.9%
2010E
10,013
1,460
32%
5.6%
2008E 239 161 24% 25.5% 0.44 4,299 623 74% 4,663 676 64% 3.3% 2009E 295
209 26% 25.5% 0.45 6,234 909 45% 6,614 964 42% 4.3% 2010E
348
254
29%
26.2%
0.47
9,039
1318
45%
9,438
1,376
43%
5.3%
(SOURCE: JP Morgan)
China Branded Ad Segment Forecast
Branded Advertising (RMB m) Branded Advertising (US$ m) Growth rate (RMB, %) Branded ad as % of total ad market 2007 4,559 605 35% 3.9% (SOURCE: JP Morgan)
China Search Market Forecast
Avg. Internet users (m) Number of search (bn) Coverage Click through rate Price per click (RMB) PPC Market (RMB m) PPC Market (US$m) Growth rate (RMB, %) Total Search Market (RMB m) Total Search Market (US$ m) Growth rate (RMB, %) Search ad as % of total ad market 2007 174 123 21% 24.3% 0.40 2,472 328 133% 2,851 378 98% 2.4% (SOURCE: JP Morgan)
China's Most Popular Social Networks
Rank
Social Network
Average Weekly Unique Browsers in
December 2008 (million)
1
51.com 14.0
2
xiaonei.com 9.5
3 chinaren.com 7.0
4 kaixin001.com 3.5
5 myspace.cn 2.0
6
5460.net 1.0
7 wangyou.com 1.0
8 ipart.cn 1.0
9
360quan.com 0.9
10 cyworld.com.cn 0.8
(SOURCE: CR-Nielsen)
Top 20 Advertisers Using Digital Media in China
Advertiser
KFC
Coca Cola
Nike
Nokia
Li Ning China Mobile Telecom
Lenovo
Sony
McDonald's Adidas
VISA
Pizza Hut
Motorola
Haier
Smartone-Vodafone
Pepsi-Cola
Olay
Tsingtao Beer
Philips
Samsung Electronic Group
% of users
80%
77%
76%
75%
69%
69%
68%
67%
67%
66%
65%
64%
64%
62%
62%
62%
62%
60%
60%
59%
(SOURCE: TNS/MEDIA; Q: Which of the following brands have you seen advertised via digital
media?)
Trust in Media Channels in China
Media channel
66%
29%
24%
22%
21%
21%
18%
18%
15%
Email newsletters
14%
Magazine ads
13%
TV ads
12%
12%
10%
Newspaper ads
10%
Radio ads
9%
9%
9%
9%
Ads that have been sent to you by e-mail
8%
8%
7%
Ads in video games
6%
Ads via mobile SMS
6%
5%
(Source: TNS/Digital Media)
❚ MOBILE
The most prolific mobile Internet users are students,
43.5% of them using their mobile devices to read the
news, download music and check their email.
(SOURCE: BBC/CNNIC)
Chinese Internet users have embraced their mobiles as
music devices, with nearly three quarters (73%) of all
digital music revenues being mobile generated.
(SOURCE: EMARKETER)
Chinese Internet users are more likely to access the
Internet via their mobile devices than their American
counterparts, with 58% of them using their phones for this
purpose.
(SOURCE: NETPOP)
Top 10 Mobile Sites
Rank Site
1
Kong
2
Baidu
3
Google
4
Sina
5
QQ
6
Hao123
7Xiaonei
8
Paojiao
9
Ruanj
10
3g
(SOURCE: Friendster/Opera)
Top Mobile Internet Website Categories
Category
Entertainment
Games
Music
News/Politics
Business/Finance
% Mobile Internet Users
55%
36%
31%
26%
18%
(Source: Nielsen)
Chinese Users' Preferred Mobile Content/
Applications
Content/App
News
Downloads
IM Search
Email
Games
SNS
Others
% of users
69%
62.4%
51.1%
44.5%
38.9%
21%
20.5%
1.7%
(SOURCE: InStat)
In mid-2008, China had 595 million mobile phone
subscribers, representing mobile penetration rates of
44.7%.
(SOURCE: EMARKETER)
❚ E-COMMERCE
By the end of 2008 China was estimated to have had 640
million mobile users.
One third of China's Internet population engage in
e-commerce.
(SOURCE: ROA)
(SOURCE: JP MORGAN)
China currently has 85 million mobile Internet subscribers approximately 14.3% of all mobile phone subscribers in the
country.
One brand rules China's e-commerce market - Taobao, with
a market share of 76%.
(SOURCE: JP MORGAN)
(SOURCE: EMARKETER)
Other sources put China's mobile Internet population as
high as 117.6 million, marking a 133% jump from 2007.
There were 106.1 million 3G subscribers in China in 2008.
China generated US$297.8 billion in online shopping
revenues in 2007 - 44.9% of the region's total online
shopping revenue turnover. By 2010 it is expected to bring
in US$1,415.7 billion.
(SOURCE: BTRAX)
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China is home to the "largest potential online shopping
market in Asia/Pacific" representing 147.1 million people,
or 49.9% of the region's e-commerce population. By 2010
the country will be home to 480.4 million online shoppers,
representing 58.6% of the region's online shopping
community.
❚ CASE STUDY
China may have low penetration rates but this small group
of people likes to spend - the country's online shopping
penetration rates are proportionately very high at 70%.
Chinese online users are no stranger to shopping online,
with 87% of them intending to make a purchase online in
the next 6 months.
Chinese online users may like shopping over the Internet
but that does not mean they like spending a lot of money,
averaging out at US$506.10 spent over a period of three
months.
That being said, "a significant and extraordinarily
large" amount of what the Chinese spend on personal
consumption (32.8%) goes on online purchases.
Security concerns are a major issue for Chinese online
shoppers, with 87% of them saying they are reluctant
to make online purchases because they believe online
transactions are unsafe.
For those Chinese who do make purchases online, only
25% of them prefer using credit cards as their online
payment method, compared to 35% who prefer debit cards
and 32% who prefer electronic transfers.
Online banking experienced very minor growth levels in
2008, rising to 19.3% penetration rates from 19.2% in
2007. And fewer Chinese online users are speculating on
stocks online, down to 11.4% of users compared to 18.2%
in 2007.
(SOURCE: CNNIC)
There may be a lot of people online in China, but that
doesn't mean they have a lot of money to spend online.
The biggest group of users by income happen to be the
lowest earners - 30.5% of Chinese Internet users earn less
than 500 Yuan (US$68.50) per month.
The majority of China's online gaming revenues come from
massively multiplayer online role playing games (MMORPG)
representing around 84% of the total online gaming
market.
(SOURCE: JP MORGAN)
Client: eLong.com
Agency: Netconcepts Web Technologies
Campaign: Sales-building
Objective: Increasing natural search traffic and sales by
increasing rankings of targeted keywords.
Strategy: Carry out overall optimisation site-wide,
including website structure, contents, and backlinks.
Increase natural search traffic and sales by increasing both
"head" keywords traffic, and "long tail" keywords traffic.
Reduce eLong's PPC cost. Increase natural search sales
through gaining more visibility generated from effective
keywords that are able to bring relevant clicks and sales.
Details: Netconcepts researched approximately 100,000
keywords, which can be differentiated into grades including
primary keywords, secondary keywords and long tail
keywords. Netconcepts carried out an overall audit and
provided improvement solutions including programming
and content related changes according to the keyword
research. Focus on the optimisation for homepage and
channel pages, integrating with the optimisation of hotel
and flight section pages. In the second stage, the plan
was to increase the amount of static pages by generating
approximately 100,000 HTML hotel pages. In the mean
time, keyword optimisation was continued and integrated
with the overall optimisation strategy. Regular updates
of page content were carried out periodically. The next
stage was to maximise the use of Google map data by
categorising the hotels further and generating more hotel
pages according to attractions, hospitals and businesses
etc. It also improved the presentation of integration
between Google Maps and tourism products. The fifth stage
was to release approximately 200,000 flights related static
pages. The last stage in the plan was to create strategies
for eLong around travel blogging, which would enhance the
link building strategy and brand image.
Results: • Natural search traffic increased by 100%.
• Hotel bookings from natural search increased by 88%;
• PageRank increased from 5 to 8.
• Almost 1 million pages have been indexed on Google
network.
• Number of backlinks increased to approximate 8.5 million.
• The keyword rankings for eLong.com have been
significantly improved. For example, among the top 100
hotel terms, over 50% of the keywords are gaining the
Page 1 Ranking on both Baidu and Google. Terms such as
"酒店预定" ("hotel booking"), "宾馆"("hotels"), "酒店查询
"("hotel search"), "北京酒店"("Beijing hotels") and "上海酒
店预定"("Shanghai hotel booking") are all ranked in the top
three position.
HONG KONG
Hong Kong's tallest building Two IFC rising above the city
❚ DEMOGR APHICS
Hong Kong has one of the highest Internet penetration
rates in the region at more than 72%.
(SOURCE: OGILVYONE)
Furthermore the money you have the more likely you are
to be an online user - 94% of Hong Kongers in the top
income bracket (HK$40,000 or more per month) have
Internet access compared with 53% of those in the lowest
(less than HK$20,000).
(SOURCE: HK Internet PROJECT 2000-2008)
Hong Kong currently is home to 3.8 million unique Internet
users.
(SOURCE: COMSCORE)
Hong Kong is a highly networked city with 83% of its
homes linked up to the Internet.
Broadband is widespread in Hong Kong - at the end of
2008, 195 million homes had broadband Internet access,
representing penetration rates of 77.7%.
(SOURCE: OFTA HK)
More women were online in 2008, now representing 50%
of all Internet users compared to 48% in 2007.
Hong Kong's Internet Users 2008
Sex
Male
Female
Composition of Penetration in
the Users population
50%
50%
73%
65%
Age
18-24
25-30
31-35
36-40
41-50
51-60
61-74
15%
14%
13%
14%
27%
14%
4%
99%
96%
89%
87%
75%
48%
17%
Status
Married
Unmarried
59%
41%
61%
85%
Education
Middle School or below
High/Technical School
Associate Degree
University Degree
Postgraduate Degree
14%
42%
13%
27%
6%
29%
79%
97%
97%
95%
Profession
Civil Servant
Managerial/Professional
Worker/Shop Assistant
Self Employed
Student
Retired/Unemployed
4%
17%
45%
4%
10%
21%
86%
95%
77%
91%
100%
41%
More than half (53%) of Hong Kong Internet users are
aged between 31 and 50 years old.
The higher their education level the more likely Hong
Kongers are to be connected to the Internet - 97% of
degree holders or above are online compared to 29% with
middle school education.
How Hong Kongers go Online
Access point
Home
Office
School
Internet Cafe/Library/public places
Telephone dialup
Broadband
Cable Modem
Wireless
Desktop PC
Notebook PC
Mobile Phone
PDA
TV/other appliances
Other devices
% of users
94%
54%
71%
9%
6%
82%
14%
22%
92%
37%
10%
5%
0.2%
0.4%
Internet Use in Hong Kong
Total Homes (000) Online Home PCs
(000) 2,298
1,910
% of Total Homes
83%
% of Internet Homes
100%
Dial-up Homes
(000)
40
2%
2%
Broadband Homes
(000)
1,870
81%
98%
Hong Kong Online Users, by Income
Household Income Less than HK$8000 Per Month
HK$8,000-9,999 Per Month
HK$10,000-12,999 Per Month
HK$13,000 - 14,999 Per Month
HK$15,000 - 19,999 Per Month
HK$20,000 - 29,999 Per Month
HK$30,000 - 39,999 Per Month
HK$40,000 - 49,999 Per Month
HK$50,000 - 69,999 Per Month
HK$70,000+ Per Month
HK$0 Per Month (000) 317
187
349
108
401
732
453
302
327
492
30
(% OF USERS)
8.6%
5.1%
9.4%
2.9%
10.8%
19.8%
12.2%
8.2%
8.8%
13.3%
0.8%
(Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12 - 64; Recency Of
Using Internet [Past Week (Cum)])
Hong Kong Key 2009 Digital Indicators
ServicesNo.
Mobile subscribers
11.4 million
2.5G and 3G mobile subscribers
3.3 million
Mobile subscriber penetration rate
163.1%
Public Wi-Fi access points
7,987
Household fixed line penetration rate 99.2%
Registered customer accounts with dial-up access
959,703
Registered customer accounts with broadband access
1.9 million
Household broadband penetration rate 77.8%
Internet service providers 167
Mobile network operators 5
(SOURCE: OFTA HK)
Hong Kong's online youth is pretty familiar with social
networking, with 53.2% of active users having their own
social network profile.
(SOURCE: OGILVYONE)
Many Hong Konger's have also embraced blogging, with
57% of them saying they are into blogging; 43% of
them spending some of their time reading blogs but not
commenting; just over one third (34%) actively comment
on the blogs they read.
(SOURCE: SYNOVATE)
When it comes to online forums and discussion groups,
Hong Kong's online youth are the most active in the region
with 45% of them reading as well as contributing to them.
(SOURCE: SYNOVATE)
Hong Kong's online youth are amongst the most prolific
bloggers in the region, with 35% of them creating and
updating their blogs in the past 30 days.
(SOURCE: SYNOVATE)
Hong Kong's online youth like seeing what their friends are
up to online: 43% of the read others' social network pages
on a variety of different social networking sites.
(SOURCE: SYNOVATE)
As many as 3.9 million Hong Kongers are estimated to be
social media users, out of an overall population of 7 million
people.
(SOURCE: OGILVYONE)
Two social networking sites pretty much own the market in
Hong Kong - Xanga with 1.8 million users, and Facebook
with 1 milion.
(SOURCE: OGILVYONE)
Hong Kongers are number three in the region, behind
Taiwan and South Korea when it comes to the length of
time online user spend on gaming sites, averaging 143
minutes per visitor over a month, visiting sites on average
13 times.
(SOURCE: COMSCORE)
❚ USER BEHAVIOUR
What Hong Kongers do Online
Online users in Hong Kong overwhelmingly favour word
of mouth when making purchasing decisions, with 93%
of them saying they rely most on recommendations from
consumers.
(SOURCE: OGILVYONE)
Nearly two thirds (65.8%) of Hong Kong's active Internet
population claim to have read a blog.
(SOURCE: OGILVYONE)
Hong Kong is home to some of the "biggest media junkies"
in the region with local youth aged up to 24 spending on
average 12.7 hours a day online, watching TV or DVD/VCD/
videos, reading newspapers/magazines and listening to the
radio.
(SOURCE: SYNOVATE)
Features Used
EMail
Search Goods/Services Information
Read Newspapers/Magazines
Instant messenger
Play Online Games
Search Financial Information
Search/Download Information
Listen To Songs/Radio Programs
Use Online Banking Services
Settle Payment
Download Songs/Music
Watch Video Programs
Browse Blog
Write Blog
Download Software
Trade Stock
Search Job Vacancies
Download Movies
Make Reservation/Book Tickets
Use Auction Services
Purchase/Order Goods/Services
Internet Phone
Download Mobile Phone Ringtone Download Novel/Comic
Request Customer Services
(000) % OF USERS
2724
51%
2001
37.5%
1773
33.2%
1643
30.8%
1262
23.6%
1117
20.9%
1065
19.9%
1036
19.4%
983
18.4%
936
17.5%
843
15.8%
842
15.8%
670
12.5%
635
11.9%
619 11.6%
534
10%
471
8.8%
449
8.4%
444
8.3%
341
6.4%
309
5.8%
238
4.5%
234
4.4%
200
3.7%
192
3.6%
Download Mobile Phone Game/Wallpaper Netmeeting
Others
123
81
783
2.3%
1.5%
14.7%
(Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12 - 64)
Why Hong Kongers go Online
Primary purpose
% of users
Information acquisition (e.g. search and web browsing)
85%
Leisure and entertainment
36%
Communication (e.g. email, IM, SMS, chat, etc.)
31%
Study
9%
Online banking, trading, payment, etc.
10%
Getting free resources (e.g. free email accounts, storage, downloads)
6%
Making friends (e.g. alumni sites)
1%
Online shopping
5%
Other
3%
Digital marketing methods are proving themselves to be
persuasive in Hong Kong, but only to a degree, with 25%
of Hong Kong online users feeling digital media as a whole
"significantly increased" their interest in using the brand in
question, while 53% were "somewhat interested".
(SOURCE: TNS/MEDIA)
If you really want to get an advertising message across in
Hong Kong, go viral. Nearly three-quarters (73%) of Hong
Kong online user have received a viral message at some
point and more than half (54%) of them have passed it on.
(SOURCE: TNS/MEDIA)
How Long Hong Kongers Spend Online
Average Time Spent Using Internet Less Than 30 Minutes
30 Minutes-Less Than 1 Hour
1 Hour-Less Than 2 Hours
2 Hours-Less Than 3 Hours
6 Hours Or More
(000) % OF USERS
385
7.2%
697
13%
905
16.9%
699
13.1%
436
8.2%
269
5%
121
2.3%
435
8.1%
Online advertising spend came to HK$702 million in 2008.
(SOURCE: MARKETING-INTERACTIVE/NIELSEN)
The most prolific online sector in Hong Kong is finance,
which spent HK$36.6 million online in Q4 2008 - 17% of
overall online ad spend.
(SOURCE: MARKETING-INTERACTIVE/NIELSEN)
Hong Kong's spam rate - 87% for September 2008 - is both
higher than the global rate of 78%, and that of China's
which was just 70% in September.
(SOURCE: COMPUTERWORLD/MESSAGELABS)
Hong Kong's online ad revenues in Q4 2008 marked an
increase of 33% on Q3, representing more than HK$208
million.
During the October-December period, 1,060 advertisers ran
3,062 online ad campaigns in Hong Kong, attracting more
than 6.7 billion ad impressions.
Consumption of the Internet increased in 2008 - while it
still ranks third behind TV and newspapers as engaging
Hong Kongers the most, more of them - 60%, compared to
53% in 2007 - had logged on in the previous day.
Dedicated brand websites seem to still be the best media
channel to reach Hong Kong consumers in 2008 - as it was
in 2007 - with 50% of Hong Kongers recalling their use by
online advertisers. Sponsored content was the next most
recognised form of advertising with 43% of Hong Kong
online users recalling its use; followed closely by pop-up
ads (42%).
(SOURCE: TNS/MEDIA)
The most active in the viral message community in Hong
Kong are aged between 30 and 34 - 84% of people in this
age group have received a viral message at some point,
and 69% of them have passed it on.
(SOURCE: TNS/MEDIA)
Top 10 Hong Kong Online Advertisers: Q4 2008
Ranking Advertiser
1
Citicorp
2
Global Beauty
3
PCCW
4
Sony
5
Dell
6eBay
7
Wall Street Institute
8
The Hong Kong Jockey Club
9
Hong Kong Government
10
HSBC
Top 20 Advertisers Using Digital Media in Hong Kong
Advertiser
Nike
HSBC
Cathay Pacific
Nokia
McDonald's
Coca Cola
Pizza hut
Sony Ericsson
PCCW
Adidas
Sony
KFC
Hang Seng Bank
Samsung
Canon
Citigroup
VISA
SK-II
Wellcome
Carlsberg
% of users
69%
69%
67%
67%
67%
66%
65%
60%
57%
57%
56%
54%
52%
52%
51%
51%
48%
45%
45%
44%
media?)
Top 20 Motivating Online Advertisers in Hong Kong
Advertiser
Advertising significantly
Advertising somewhat
increased interest in increased interest in
using brand (% of users)using brand (% of users)
Apple
40%
82%
Pizza hut
36%
92%
Wellcome
35%
93%
KFC
33%
89%
Sony Ericsson
33%
87%
Nike
31%
81%
Nokia
30%
91%
Sony
30%
85%
Canon
30%
86%
Coca Cola
30%
81%
McDonald's
29%
86%
Cathay Pacific
27%
85%
Adidas
25%
82%
SK-II
25%
73%
Johnson's Baby
24%
78%
Samsung
22%
83%
VISA
20%
64%
HSBC
18%
83%
Carlsberg
18%
58%
Dragonair
17%
93%
(SOURCE: TNS/MEDIA)
By Ad impressions (in 000's)
441,133
283,440
262,585
189,858
177,758
172,658
166,714
147,070
128,553
127,140
Trust in Media Channels in Hong Kong
Hong Kong's Top Online Gaming Sites
Media channel
56%
25%
24%
24%
20%
18%
18%
TV ads
17%
17%
16%
16%
Newspaper ads
15%
Email newsletters
15%
15%
Magazine ads
14%
Radio ads
13%
13%
12%
11%
11%
11%
Ads via mobile SMS
8%
8%
7%
Ads in video games
7%
Yahoo! Games
Travian Games
TALESRUNNER.COM.HK
MSN Games
WildTangent Network
Media Channels Seen as Untrustworthy
in Hong Kong
Media channel
% who do not trust the channel
53%
Ads in video games
48%
Ads via mobile SMS
42%
32%
28%
27%
24%
Recommendations from other consumers 24%
who you do not personally know
20%
18%
Magazine ads
18%
Radio ads
18%
18%
TV ads
17%
16%
Email newsletters
16%
Newspaper ads
16%
15%
14%
14%
12%
11%
10%
10%
8%
2%
% Reach
6.2%
5.5%
2.7%
2.1%
1.9%
(SOURCE: ComsCore Media Metrix; February 2009; Audience: All Persons at Hong Kong Home/Work/
College-University Locations)
Hong Kong's Top Online Retail Sites
Amazon Sites
Alibaba.com Corporation
Apple.com Worldwide Sites
Dell
THREE.COM.HK
CITYLINE.COM
DCFEVER.COM
BOOKS.COM.TW
Sony Electronics
PRICE.COM.HK
% Reach
19.0%
18.3%
13.5%
9.9%
9.5%
8.5%
8.2%
8.2%
7.4%
6.7%
College-University Locations; heavy Internet users)
Hong Kong's Top Technology News Sites
CNET
HKEPC.COM
HACKEN.CC
PHONEHK.COM
AOL Tech
REVIEW33.COM
NEWHUA.COM
ZDNet
% Reach
12.9%
9.2%
8.9%
7.2%
5.2%
3.1%
2.4%
1.7%
1.6%
1.5%
Hong Kong's Top Entertainment Sites YOUTUBE.COM
Yahoo! Music
TVB.COM
Yahoo! Movies
CBS Interactive
Youku
Tudou Sites
Sony Online
RTHK.ORG.HK
% Reach
68.8%
43.7%
32.9%
30.0%
25.2%
20.7%
19.9%
19.6%
18.5%
17.7%
❚ MOBILE
(SOURCE: TNS/MEDIA)
Hong Kong has the highest mobile penetration rate in the
world at 163.1%.
Types of Digital Media Seen Being Used
Media
Dedicated websites
Sponsored content
Pop-up ads
Banner ads
Email
Mobile phones
Ads in video games
Other
% of users
50%
43%
42%
40%
31%
15%
5%
2%
7%
(Source: TNS/Media)
(SOURCE: OFTA HK)
Mobile phones are ubiquitous in Hong Kong - the number
of mobile subscribers now totals 11.37 million.
(SOURCE: OFTA HK)
Of the 11.37 million subscribers in Hong Kong, 2.81 million
are 3G or 3.5G users.
(SOURCE: OFTA HK)
Hong Kong's Top 10 Sites
Total Unique Visitors (000)
Yahoo! Sites
3,077
Microsoft Sites
2,487
Google Sites
2,363
FACEBOOK.COM
1,655
DISCUSS.COM.HK
1,046
Uwants Sites
985
SINA Corporation
928
836
HSBC
760
PCCW
736
80.7%
618
65.2%
854
62.0%
255
43.4%
195
27.4%
16
25.8%
19
24.3%
26
21.9%
11
19.9%
31
19.3%
18
(SOURCE: COMSCORE MEDIA METRIX; February 2009; Audience: All Persons at Hong Kong Home/Work/
College-University Locations)
Hong Kong youth love their mobile phones - 80% of them
own one, and typically are spending on average one hour
and 48 minutes every day chatting on them.
(SOURCE: SYNOVATE)
Hong Kongers up to the age of 24 do more than just chat
on their phones: 64% use them to listen to music; 63%
use them to take photos; and 50% play games on them.
(SOURCE: SYNOVATE)
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Hong Kongers have increased their love of texting, sending
almost 100 million additional SMS messages in the month
of December 2008 than in December 2007 - 436.6 million
compared to 334.7 million the previous year.
(SOURCE: OFTA HK)
Hong Kong leads the world in the take up of mobile instant
messaging (MIM) by its mobile phone users, with 23% of
its mobile Internet population using MIM.
(SOURCE: MARKETINGVOX.COM/TNS)
marketing materials, as well as a media schedule in order
to help develop an integrated SEM strategy. Keyword lists
and ad copies were developed based on the early bird
discounts and promotional materials provided by HKAF.
They were centred around four key themes: performing
arts, events, musical, and family choice. The campaign
budget was allocated according to the booking period and
synchronised with the offline marketing strategies. The
paid search campaign was launched on both Google Hong
Kong and Yahoo! Hong Kong to help generate awareness
and momentum prior to the advanced booking period.
❚ E-COMMERCE
Hong Kongers may not buy as much online as those in
other parts of the world but they tend to spend more.
Hong Kong visitors to online shopping sites on average
place 12.9 orders per 1,000 sessions, lower than the
global average of 29.6 orders - but they spend on average
US$191.76 on each order, much higher than the global
average of US$78.69.
(SOURCE: COREMETRICS)
Hong Kongers have traditionally spent less time making
their online purchases too, implying they are much more
targeted consumers. They typically spend nearly a minute
less (59 seconds) than the global average to browse, make
a purchase decision and then order. But in the period
October-December 2008 Hong Kongers spend more time
online than the global average, by 44 seconds.
(SOURCE: COREMETRICS)
As one of the world's leading financial centres it stands to
reason online banking would take off in Hong Kong. Here
the online banking market is "among the most advanced in
the world" with around 3.5 million banking customers, or
around 50% of the city's population.
(SOURCE: RESEARCHANDMARKETS.COM)
❚ CASE STUDY
After the conclusion of the pre-booking period, targeted
keywords and ad copies were written to individually
highlight the eight selected programmes. The second
phase of the paid search campaign aimed to generate
online ticket sales during the advanced booking period
and ticket office sales during the counter booking period.
Throughout the entire campaign, wwwins/iProspect
provided day-to-day bid management for each keyword to
ensure maximum return-on-investment.
Results: • Over 36,000 visits to the website in five
months.
• Over 1,400 bookings were confirmed within one month
and achieved a stunning 4,000% return on investment.
• As a result of keywords and ad copies optimisation, the
click-through-rate (CTR) increased by 380%, compared to
the initial campaign launch period.
Client: Hong Kong Arts Festival Society Limited
Agency: wwwins Consulting Hong Kong
Campaign:The 37th Hong Kong Arts Festival Search
Engine Marketing Campaign
Objective: To increase traffic to Hong Kong Arts Festival
website among the major search engines in Hong Kong in
order to increase the online ticket reservations.
Strategy: As the leader of the performing arts industry,
Hong Kong Arts Festival was poised to become one of
the pioneers in the industry to leverage paid search
campaigns to generate public awareness and maximise
ticket reservations during the advanced booking and
counter booking periods. It was carried out by running an
integrated media campaign using traditional offline media,
as well as online search engines. To help the client achieve
their goals, wwwins/iProspect designed a search engine
marketing campaign to drive targeted visitors to the HKAF
website.
Details: Before the start of the paid search campaign,
the client provided wwwins/iProspect with detailed offline
INDIA
Taj Mahal palace on sunrise
❚ DEMOGR APHICS
In total India's online user base numbers 60 million people,
making it one of the biggest Internet markets on earth.
More than two-thirds (67%) of India's active Internet users
go online at least 2-3 times a week, nearly a quarter (24%)
accessing the Internet daily.
(SOURCE: I-CUBE 2008)
(SOURCE: BTRAX)
At the beginning of 2009 India had 32.9 million unique
Internet users in the country.
(SOURCE: COMSCORE MEDIA METRIX)
Well over a third of India's active Internet users (37%)
log on from Internet cafes, with just over a quarter (26%)
accessing the Internet from home and slightly more (27%)
doing so from the office.
The vast majority of India's online users - 57 million of
them - live in urban areas.
India currently has around 5.45 million broadband Internet
subscribers.
(SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA)
Of India's urban Internet users, the biggest group of users
(30%) are "young males" aged 21-35, 27% are college
students, 14% are "older men", 12% are school children,
11% are working women and 6% non-working women.
The Indian online community is primarily a young one, with
80% of all users aged between 19 and 35.
(SOURCE: JUXTCONSULT)
Based on recent data, Indian online users on average
spend the least amount of time online compared to their
other counterparts around the region. In February 2009,
they spent on average 576.6 minutes online, the lowest
in Asia. South Koreans by comparison spent on average
1,586.5 minutes online that month.
India has the third biggest social media user base in the
region, only ranking behind China and Japan with an
estimated 48 million social media users.
(SOURCE: COMSCORE MEDIA METRIX)
(SOURCE: OGILVYONE)
India has the lowest Internet penetration rate in the Asia
Pacific region, at 5.3% - but that is forecast to increase to
28.1% by 2010.
Finding a job seems to be high on the minds of Indian
online users - 73% of consumers use the Internet for this
reason, more than those who read the news online.
(SOURCE: OGILVYONE)
❚ USER BEHAVIOUR
Indians are less keen on gaming than their Asian peers,
with the lowest penetration rates in the region - only
27.4% having visited a gaming site in August 2008.
Astrology
Net banking
Download Movies
Astrology
ICICI Bank
Torrentz
25%
31%
35%
(SOURCE: COMSCORE)
Indian bloggers like blogging more than the average
blogger, posting new material more than five times a week
on average, compared to three times a week.
India's online ad spend represents only 1.7% of overall ad
spend in the country - but it grew at a rate of 45% last
year.
(PULSE GROUP)
Why Indians go Online
Purpose Email General information Search
Educational information Search
Text Chat
Online Gaming
Online jobsites Music/Video on the Internet Financial information search Book railway tickets on the Internet Online banking Online news Internet Telephony/Video Chat/Voice Chat
% of users
91%
76%
49%
46%
41%
37%
32%
21%
21%
20%
13%
13%
Indian Online Users' Top Activities
Activity
English info search
Matrimonial search
Dating/Friendship
Dowload music/movies
Sports
News
Instant messanging/chatting
Job Search
Emailing
% of Internet Users Engaging In Activity
49%
49%
50%
54%
57%
63%
70%
72%
91%
(SOURCE: JuxtConsult/Digital Economy Factbook)
% Use it the Most
35%
25%
11%
7%
4%
1%
0.7%
0.6%
0.5%
0.5%
Change from 2008
+7%
-3%
+3%
-1%
-5%
-0.1%
-0.1%
-0.4%
+0.3%
-0.2%
What Sites Indians Most Use for Online Activities
online activityTop Website
Emailing
Yahoo/Gmail
Matrimony
Bharatmatrimony
Instant Messaging
Yahoo!
Friendship/Dating
Orkut
Job Search
Naukri
Share Pictures
Orkut
Online News
Yahoo
Social Networking
Orkut
Info Search - English
Google
Professional Networking
Orkut/Linkedin
Info Search - ocal language
Google
Video Sharing
Youtube
Online Travel Buy
IRCTC
Non-cricket Sports
Espnstar
Games
Zapak
Cricket content
Cricinfo
Online Buying (Non-Travel)
Ebay
Cinema content
Youtube/Yahoo!
Real Estate
Makaan
Listen/stream Music
Raaga
Business & Financial News
Moneycontrol
Financial Info & Quotes
Moneycontrol
Online Share Trading
ICICIdirect
Buy/Rent Movie CD
Rediff
PC to PC Net Telephony
Yahoo!
Mobile content
Yahoo!
PC to Telephone Net Telephony
Yahoo!/Skype
Cinema Tickets
Google
PC to Mobile Messaging (sms)
160by2
(SOURCE: MEDIA)
In 2009 India's digital advertising market is expected to
generate Rs850.
(SOURCE: WARC)
India's online banner ad market was worth around Rs2,350
million in 2008 and is expected to reach Rs3,500 million in
2009.
(SOURCE: IAMAI/IMRB)
The online banner ad spend per user is currently US$1.20.
Banner ads in India attracted a high percentage of clicks,
with at least 80% of the online population having clicked
on one.
Nearly two thirds (64%) of Indian online users are happy
to watch ad messages in return for quality, free content.
Most Used Websites by Indian Online Users
Website
Google
Yahoo
Gmail
Orkuts
Rediff
Indiatimes
Moneycontrol
Hotmail
Youtube
Sify
% Use Most
45%/44%
37%
38%
38%
44%
26%
21%
53%
76%
24%/24%
34%
32%
43%
19%
41%
27%
25%
18%/17%
23%
16%
22%
24%
28%
27%
29%
18%
28%/26%
19%
21%
A sizeable 36% of them however feel strongly enough
about advertising that they said they would would pay for
content to avoid seeing ads online.
Indian online users are highly willing to exchange
information about themselves in return for "something of
value", with 72% of them saying this was the case - more
than in the USA, UK or Japan.
India's search engine marketing market is currently worth
around US$112.5 million. Revenues are increasing 50%
year on year and are anticipated to reach US$225 million in
2009.
After email (used by 93% of online users) search is the
next most popular activity amongst active Internet users
(75%).
Google easily ranks as the top search property in India,
with 81.4% market share. It attracted more than one
billion searches in India in June 2008 alone.
(SOURCE: COMSCORE)
Indian online users however are the least prolific searchers
of the world's Internet population, ranking second to last
in a survey of 37 countries of search activity. India has
53 searches per searcher in a month compared to the
global average of 93; and 14.7 search visits per searcher
compared to the world average of 23.6.
(SOURCE: COMSCORE)
Purchasing digital downloads is the most popular form of
B2C ecommerce in India with more than three quarters
(76%) of online Indians having purchased digital
entertainment in the past year. Digital music is the most
popular form of online purchased entertainment (63% of
users).
(SOURCE: INDIA PRWIRE/VISA)
ibibo.Com MySpace Sites
LinkedIn.com
PerfSpot.com BIGADDA.com
Fropper.com
1,970
352
293
2,106q
515
256
990
741
513
433
385
248
-50%
110%
75%
-79%
-25%
-3%
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons 15+ India Home/Work
Locations *Excludes visits from public computers such as Internet cafes and access from
mobile phones or PDAs)
India's Top Online Gaming Sites
Yahoo! Games
ZAPAK.COM
MINICLIP.COM
GAMETOP.COM
Big Fish Games Sites
% Reach
3.6%
3.3%
2.2%
1.2%
1.2%
Locations)
Indian online shoppers average online spending in the past
year came to US$2,147 per shopper.
(SOURCE: INDIA PRWIRE/VISA)
India's Top 10 Sites
Google Sites
24,251
Yahoo! Sites
20,623
Microsoft Sites
11,835
Rediff.com India
8,705
6,587
AOL
5,558
Times Internet
5,408
Network 18
4,916
Indian Railways
4,590
FACEBOOK.COM
4,586
73.6%
5,240
62.6%
2,820
35.9%
578
26.4%
456
20.0%
68
16.9%
72
16.4%
111
14.9%
170
13.9%
144
13.9%
352
Locations)
India's Top Online Retail Sites
Amazon Sites
FLIPKART.COM
Hewlett Packard
WARESEEKER.COM
Dell
BOOKMYSHOW.COM
Indiatimes Shopping
% Reach
22.5%
10.1%
7.8%
6.9%
6.6%
6.2%
6.1%
4.4%
4.0%
3.6%
India's Top Technology News Sites
CNET
EXPERTS-EXCHANGE.COM
Comment Ca Marche
TECHTREE.COM
Bestofmedia Group
ZDNet
VELOCITYREVIEWS.COM
% Reach
25.3%
22.8%
5.5%
4.6%
2.8%
2.8%
2.4%
2.0%
2.0%
1.6%
India's Top Entertainment Sites
YOUTUBE.COM
CBS Interactive
Metacafe
Yahoo! Movies
AOL Music
Real.com Network
WindowsMedia
SONGS.PK
BOLLYWOODSARGAM.COM
SANTABANTA.COM
% Reach
48.2%
31.3%
19.8%
19.0%
18.3%
15.1%
13.9%
13.7%
12.5%
11.4%
Locations; ; heavy Internet users)
India's Top Social Networking Sites
Orkut
Facebook.com
Bharatstudent.com hi5.com
Dec-07
7,123
1,619
1,736
714
Dec-08
12,869
4,044
3,269
2,012
% Change
81%
150%
88%
182%
Top Indian Search Properties
Searches Google Sites
Yahoo! Sites
Ask Network
Microsoft Sites
Rediff.com India
Facebook.com
People Group
CNET Networks
Wikipedia Sites
AOL
Share of (m) Searches (%)
1,011
81.4%
117
9.4%
24
1.9%
22
1.7%
18
1.5%
10
0.8%
9
0.8%
5
0.4%
5
0.4%
3
0.2%
(SOURCE: ComScore qSearch; June 2008; Total India-Age 15+. Home/Work Locations)
Type of Advertisements Seen
Category
Loans by Banks/Financial Institutions Job Sites Education/Training related Mobile Phone/Instruments Entertainment Sites Computer/Laptop/Printer/Scanner Matrimonial Advertisements Personal Products Investment options like Mutual Funds Insurance Ads % of Active Users
59%
59%
45%
45%
40%
38%
37%
37%
35%
34%
(SOURCE: IAMAI/IMRB/I-CUBE 2007)
Information Searched Subsequent to Seeing the Ads
Category
Job Sites Education/Training related Investment options like Mutual Funds Mobile Phone/Instruments Personal Products Entertainment Sites Loans by Banks/Financial Insurance Ads Air Tickets Ads Matrimonial Advertisements % of Active Users
41%
35%
27%
24%
22%
22%
21%
21%
17%
17%
Products Bought After Seeing the Ad
Category
Hotels & Holiday Tours/Packages Loans by Banks/Financial Computer/Laptop/Printer/Scanner Mobile Phone/Instruments
Entertainment Sites Matrimonial Advertisements Air Tickets Ads Ads for Job Sites Automobile Ads Personal Products % of Active Users
4.3%
3.8%
1.4%
1.2%
1.0%
1.0%
0.8%
0.8%
0.7%
0.7%
❚ MOBILE
India is only second to China when it comes to the size of
it mobile market, with 413.47 million mobile subscribers at
end February 2009. More than 15 million mobile subscribers
were added in the month of January alone.
(SOURCE: TELECOMPAPER/TELECOM REGULATORY AUTHORITY OF INDIA)
Every hour around 10,000 mobile phones are sold in India.
❚ E-COMMERCE
(SOURCE: DIGITAL ECONOMY FACTBOOK)
By 2012 is estimates that nearly half a billion Indian youth
will own a mobile phone.
India's online retail market was expected to generate
Rs1,105 in 2008.
(SOURCE: EBS)
(SOURCE: MOBILE-YOUTH)
By 2012 there will be an anticipated 650 million mobile
subscribers in India, 60% of which will come from rural
India.
(SOURCE: TRENDSNIFF)
India has one of the lowest online shopping penetration
rates in Asia, with a probability of 47% that users will shop
online (Japan is 83% by comparison). Only one country's
citizens are less likely than India to purchase online Thailand.
India's mobile value added services industry was worth
around Rs5,780 at the end of June 2008. Over the next
two years the market is expected to grow by 70% tor each
Rs9,760 by June 2009 and Rs16,520 by end June 2010.
The volume of products sold online in India was expected
to grow by 150% in 2008.
(SOURCE: EBS)
India's MMS market was worth an estimated Rs5,930 in
June 2008.
India currently has 28.1 million online shoppers in its
country, which is forecast to mushroom to 203.1 million
people come 2010.
SMS takes up nearly half (49%) of India's total mobile VAS
revenues.
Currently around 5% of India's mobile users have
3G-enabled handsets.
Indian online shoppers are no different from the majority of
people when it comes to the one major factor preventing
them from making more online purchases - security. Nearly
three quarters (73%) of Indian consumers cited safety as
their "primary concern" making them reluctant to purchase
products online.
Only four million Indian Internet users go online using their
mobile phones.
India's mobile Internet penetration rate is low at 1.8%.
(SOURCE: Nielsen)
When Indian online users do shop online, they, like the
rest of the region's shoppers, overwhelmingly prefer to use
credit cards, with 60% of them saying they were their most
preferred form of online payment, the next popular method
being debit cards (24% of users)
Mobile ad spend in India is currently estimated to be worth
upto Rs300 million.
(SOURCE: DNA INDIA)
Mobile Internet traffic in India grew by more than 90% in
the last quarter of 2008. Content download sites accounted
for nearly half (47%) of all mobile Internet traffic.
India's online shopping market will generate US$734.3
billion in revenues by 2010, more than 10 times the
amount earned in 2007 (US$70.8 billion).
By 2012 India is expected to the fourth biggest market
in the world in terms of mobile data revenue, generating
estimated revenues of US$14.1 billion.
Indian online shoppers are more opportunistic than anyone
else in the region, with 30% of frequently making impulse
purchases, compared to around 10% in Singapore, South
Korea and Australia, for example. The items they tend to
snap up on impulse are home appliances and electronic
products (63% of users) and airline tickets (54%).
(SOURCE: PYRAMID RESEARCH/MKHOJ)
The number of mobile Internet users in India doubled in
a 12-month period, reaching 38 million users in October
2008.
Indian shoppers spend on average US$2,517 per year
on online purchases - more so than the Japanese - and
representing around 11% of their personal income, which
is higher than the regional average of 9.8%.
(SOURCE: MKHOJ)
(SOURCE: MKHOJ)
India's Top Mobile Internet Website Categories
Rank
1
2
3
4
5
Category
Games Email Entertainment Music Sports % of mobile Internet users
(38%)
(33%)
(21%)
(18%)
(15%)
By 2010-2011 India's online matrimonial industry is
expected to attract more than 20 million registrations,
generating revenues of US$63 million.
(SOURCE: CIOL.COM/EMPOWER RESEARCH)
(SOURCE: Nielsen, Mobile Media Marketplace report - BRIC, US, Europe, Q1 2008)
Nearly two thirds (65%) of Indian online shoppers have
bought a travel product online.
❚ CASE STUDY
Client: Unilever
Agency: Mindshare Fulcrum/ Microsoft® Advertising
Campaign: Lux Provocateur
Objective: Unilever wanted to differentiate its latest
offering by providing a unique experience to its consumers.
Strategy: Unilever worked with Microsoft® Advertising
and agency Mindshare Fulcrum to launch a campaign on
Windows Live Messenger and the MSN® India network.
Specially designed Windows Live Messenger Personal
Expressions and banner advertisements were created
to add a new online dimension to the Lux Provocateur
advertising campaign.
Mindshare Fulcrum created a range of Lux Provocateur
animated backgrounds, dynamic display images, winks
and emoticons on Windows Live Messenger. The Lux
Provocateur Personal Expressions allow users to personalize
their Windows Live Messenger sessions with a wide
selection of customisable options centred on the Lux
Provocateur animated ambassador, created specifically for
this campaign.
The online campaign ran from March to April 2008,
comprising banner and interactive rollover advertisements
on the MSN® India network and Windows Live Messenger,
in addition to the downloadable Personal Expressions.
With a wide and established community of Windows Live
Messenger users in India, Unilever could swiftly reach out
and communicate with its target audience.
Details: With the Lux Provocateur Personal Expressions,
users could use the fun and exclusive animated winks and
emoticons to interact with their Windows Live Messenger
contacts, further expanding the publicity and engagement
of Lux Provocateur.
Results: • More than 150,000 downloads were recorded
within the month long campaign.
• The boost in brand image also led to favourable sales
results for Unilever's Lux Provocateur.
❚ CASE STUDY
Client: Idea Cellular
Agency: Pinstorm
Campaign: MyIdea
Objective: Against much larger rivals like Airtel and the
multinational Vodafone, Idea Cellular decided to talk to the
Indian consumer who is proud of their country and believe
that they can help build the country, change it for the
better. This resulted in a platform called "MyIdea" - which
involved the consumer in a form of participative democracy
- where Idea Cellular service empowered them to make
this happen.
Strategy: Pinstorm created a voting platform at MyIdea.
co.in, and turned it over to the consumers. They fed in
issues they were passionate about, and then used viral
marketing tools to generate support, votes and occasionally,
opposition for their ideas. Details: The look of the website was a balance between
brand identity elements: yellow and the spokesperson and on the need for a fast voting platform.
Care was taken to track each vote with IP address,
geo-location through latitude/longitude and ensured that
multiple votes by the same person for the same idea were
recorded and discounted. Votes were live-reported and
ideas tallied.
Embedded viral marketing tools like auto-inclusion of GTalk,
MSN, Yahoo and other buddy lists made it easy for the
consumer to forward ideas to their contacts.
Virality was tested with closed user groups and then
opened it up for the public.
Once the campaign caught fire, oil was poured on it with
an integrated digital effort involving SEO, SEM, Display
Advertising, Social Media Optimisation and Email.
The theme was: "be part of this Indian democracy
movement by voting for what you believe in" Results: • MyIdea.co.in has had the fastest consumer
activation of any online campaign in Indian advertising
history, with over 130,000 votes gathered in just 3 weeks.
• Over 2,200 ideas were submitted by the public, each was
moderated by the agency, each was viewed an average of
150 times, and each was voted on an average of 60 times.
• The performance of the campaign so far is tracking
at twice over what was expected in terms of usage and
virality numbers. Many of the issues have become rallying
points for key topics: Supporting the girl child; Dealing with
terrorism; and India's superstar cricketers.
INDONESIA
Sunrise over Borobudur Temple on Java Island, Indonesia
55+ Years
❚ DEMOGR APHICS
Indonesia had 30 million Internet users in 2008.
(SOURCE: RESEARCH AND MARKETS)
Indonesia's online population grew by 1,450% since 2000.
Age (Group 2)
10-14 Years
15-19 Years
20-29 Years
30-39 Years
40-49 Years
50+ Years
1
0.03%
630
1,256
1,186
671
180
24
15.96%
31.81%
30.04%
17%
4.56%
0.61%
(SOURCE: NIELSEN MEDIA INDEX INDONESIA/MIX 2008 WAVE)
(SOURCE: APJIII/SYNOVATE)
Indonesian Online Users, by Income
Despite high Internet population figures, this still only
represents a little more than 10% of Indonesia's total
population.
(SOURCE: OGILVYONE)
Broadband Internet users are "virtually non-existent" in
Indonesia, representing just 0.4% of the population.
(SOURCE: OGILVYONE)
Around 40% of all Internet users in Indonesia are aged
between 20 and 24.
(SOURCE: OGILVYONE)
Age (Group 1)
10-14 Years
630
15-19 Years
1,256
20-24 Years
703
25-29 Years
483
30-34 Years
443
35-39 Years
228
40-44 Years
124
45-49 Years
56
50-54 Years
23
Household Income
IR3,501 & Over
1,387
IR2,501 - 3,500
856
IR1,751 - 2,500
830
I R1,251 - 1,750
456
IR901 - 1,250
212
IR601 - 900
136
IR600 & Below
53
% of users
15.65%
17.55%
27.28%
20.97%
11.5%
5.24%
1.8%
35.13%
21.68%
21.02%
11.55%
5.37%
3.44%
1.34%
Indonesia's Internet Users 2008
(000)
Sex
Male
2,478
Female
1,469
(000)
Household expenditure
IR3,501 & Over 618
IR2,501 - 3,500
693
IR1,751 - 2,500
1,077
IR1,251 - 1,750
828
IR901 - 1,250
454
IR601 - 900
207
IR600 & Below
71
% of population
62.77%
37.21%
15.96%
31.81%
17.81%
12.23%
11.22%
5.78%
3.14%
1.42%
0.58%
❚ USER BEHAVIOUR
Indonesia has an estimated 20 million social media users.
(SOURCE: OGILVYONE)
Nearly half of Indonesia's social media population (9 million)
are registered users of Friendster.
(SOURCE: OGILVYONE)
How Long Indonesians Spend Online
6 Hours-Less than 7 Hours
7 Hours or More
(000)
568
1,700
2,031
1,305
404
200
142
55
66
% OF USERS
8.78%
16.27%
31.39%
20.17%
6.24%
3.09%
2.19%
0.85%
1.02%
(000)
604
1,725
934
837
430
1,940
% of users
9.33%
26.66%
14.43%
12.93%
6.65%
29.98%
An estimated 60% of all Indonesian mobile Internet traffic
goes to social media destinations.
Indonesia ranks number one out of nine countries surveyed
for the number of mobile page views per person, with each
mobile user browsing on average 358 pages in the month
of October 2008.
(SOURCE: OPERA)
Indonesia is showing large growth rates in mobile Internet
adoption with a 329.5% increase in users in this past year.
What Indonesians do Online: 2008
Features Used
Email
Internet Phone
Download Software/Files
Product Information
Company Information
Buy Any Product
Perform Financial Services
Access International News
Access Local News
Read e-Newspaper
Read e-Magazine
Listen to Music
Watch a Movie
Play Games
Bulletin Boards
Chatting
General Surfing
Job Hunting
Video Conference
Education Service
Classifed Ads
Participate in Auctions
Other
(SOURCE: ADMOB)
(OGILVYONE)
How Often Indonesians go Online
Frequency of Using Internet Every Day
A Few Times a Week
Once a Week
A Few Times a Month
Once a Month
Less Than Once a Month
Indonesia is ranked second in the world, only behind the
U.S. when it comes to serving up mobile ad impressions,
with more than 700 million ad requests made in March
alone.
(000)
2,692
124
1,484
1,404
503
219
231
996
1,216
749
529
2,132
548
2,365
97
1,988
2,136
778
146
1,283
239
60
450
% of users
41.6%
1.92%
22.93%
21.7%
7.77%
3.38%
3.57%
15.39%
18.79%
11.57%
8.17%
32.95%
8.47%
36.55%
1.5%
30.72%
33.01%
12.02%
2.26%
19.83%
3.69%
0.9%
6.95%
Online display advertising in Indonesia came to US$21.85
million in 2008 and is projected to generate US$26.81
million in 2009. By 2010 online display ads should be
bringing in US$28.44 million.
(SOURCE: NIELSEN/YAHOO!)
Search advertising revenues in Indonesia came to US$4.68
million last year and are projected to reach US$12.65
million in 2009. By 2010 search revenues will almost hit
US$20.74 million.
❚ MOBILE
Friendster represents more than 50% of Indonesians' total
usage of the mobile Internet.
(SOURCE:C:INSIGHTS)
There were 128 million mobile subscribers in Indonesia in
2008, set to increase to 159 million in 2009. By 2010 that
number is estimated to reach 233 million.
(SOURCE: OPERA)
Young Indonesians, aged from eight to 24 have some of
the highest levels of mobile phone ownership in the region,
at 80% penetration.
(SOURCE: SYNOVATE)
Indonesia's mobile market has one of the lowest ARPUs
in the world, at US$5.70 in 2Q 2008, and marking a 23%
decline on the previous year.
(SOURCE: WIRELESS FEDERATION)
Indonesia's mobile Internet users are overwhelmingly male,
representing 82% of the population.
(SOURCE: OPERA)
Indonesia's Top Mobile Sites
1. friendster
2. yahoo
3. google
4. peperonity
5. getjar
6. mig33
7. mocospace
8. itsmy
9. mobile9
10.kaskus
(SOURCE: Opera/Friendster; ranked by unique users)
❚ E-COMMERCE
The vast majority of Indonesian online users (96.6%) buy
nothing at all over the Internet, ecommerce activity to date
limited to just 3.3% of the country's users.
(SOURCE: NIELSEN)
Indonesians' Online Shopping Activities
E-commerce Activity
Computer Software
Computer Hardware
Books
Recorded Music
Travel-Related
Clothing/Apparel
Entertainment
Household Appliances
Collectibles
Groceries
Others
Never Use E-commerce
(000)
47
26
27
42
33
40
5
1
3
1
54
6,251
% of users
0.73%
0.4%
0.42%
0.65%
0.51%
0.62%
0.08%
0.02%
0.05%
0.02%
0.83%
96.6%
(SOURCE: MOBILE MONDAY INDONESIA)
JAPAN
Shinjuku, Tokyo
❚ DEMOGR APHICS
There are 94 million online users in Japan.
(SOURCE: BTRAX)
Japan's Internet penetration rate was estimated to be
73.8% in 2008.
(SOURCE: OGILVYONE)
Japan's Email Users
Minutes per Visitor
NovNovNovNov
2007
2008 % Change
2007 2008 % Change
Total Audience
26,493 32,396
22%
67.7 84.7
25%
Persons - Age Persons: 15-24
5,289
4,900
-7%
70.3 46.1
-34%
Persons: 25-34
7,307
7,557
3%
57.8 63.9
11%
Persons: 35-44
5,568
7,386
33%
63.8 80.0
26%
Persons: 45-54
4,576
5,511
20%
51.8 107.6
108%
Persons: 55+
3,753
7,042
88%
108.7 120.6
11%
(SOURCE: ComsCore World Metrix; Audience: Age 15+ Home/Work Locations)
Japan has more than 62 million unique Internet users.
(SOURCE: COMSCORE)
❚ E-COMMERCE
Japanese Internet users spent on average 979.5 minutes
online in February 2009, averaging 36.1 visits per person.
(SOURCE: COMSCORE)
Japan is currently Asia's biggest consumer e-commerce
market, taking 62% of the region's online sales.
Japan's online population represents 6% of the total global
Internet audience, the third largest after China and the U.S.
(SOURCE: COMSCORE)
Japan's average annual ecommerce sales come to US$38.4
billion.
(SOURCE: BTRAX)
Japanese is the fourth most used language on the Internet,
behind English, Chinese and Spanish.
(SOURCE: BTRAX)
Japan's online shopping market is projected to generate
US$58.3 billion in revenues in 2010.
(SOURCE: BTRAX)
Japanese is the most used language in the "blogosphere".
(SOURCE: OGILVYONE)
Nearly all Japanese Internet users shop online - the country
has an online shopping penetration rate of 97%.
Japanese broadband subscribers made up approximately
8.5% of the world's broadband population in 2009.
(SOURCE: BTRAX)
(SOURCE: TMCNET)
Last year, Japanese online shoppers spent US$581 on
online purchases over a three month period.
More so than anyone else in Asia, the Japanese prefer
paying for goods online with their credit cards over any
other form of payment method, with 70% of them saying
that was the case.
Online ad spend in Japan increased by 16.3% in 2008.
(SOURCE: DENTSU)
Japan's online shopping population should represent 75.1
million people by 2010.
Japan's total online ad expenditure in 2008 came to
Y537.33 billion. When production costs are factored in,
total expenditure equals Y698.3 billion.
(SOURCE: DENTSU)
There are more than 147.6 million domains in Japan.
Online advertising represents 8% of overall ad expenditure
in Japan. When production costs are factored in,
expenditure comes to 10.4%
(SOURCE: BTRAX)
Japan is the world's number two digital music market, with
19% market share.
(SOURCE: DENTSU)
(SOURCE: IFPI)
It is estimated that online advertising will take a 16.3%
share of overall ad spend in Japan by 2011.
Online shopping is the second most favoured online activity
in Japan, after email.
(SOURCE: IDC)
(SOURCE: MARSH RESEARCH/EMARKETER)
Search engine advertising generated Y157.5 billion in
revenues in 2008, a year on year increase of 22.9%, which
represented the highest growth rate in the online ad sector.
Almost 40% of Japanese online users paid a visit to a
music site in August 2008, spending on average 16 minutes
there each visit.
(SOURCE: DENTSU)
(SOURCE: MARKETINGVOX)
There are more than a quarter of a million (244,000) blogs
coming out of Japan.
Japan's Top Gaining Site Categories
(SOURCE: BTRAX)
Site Category
Health
Community - Family
Personal Finance
Business/Finance
Sep-2008
7,134
3,400
11,580
20,104
Oct-2008
% Change
8,452
18%
3,982
17%
12,829
11%
21,881
9%
Japan's Top Gaining Sites
Property
Sep-2008
BELLEMAISON.JP
1,843
Disney Online
2,307
Sankei Shimbun
8,035
ASAHI-NET.OR.JP
2,475
TBS Group
4,677
MYCOM.CO.JP
2,301
Mizuho Financial Group
3,236
NTV.CO.JP
3,177
COOKPAD.COM
3,089
MAPION.CO.JP
5,069
Oct-2008
2,608
2,836
9,634
2,950
5,481
2,689
3,642
3,532
3,429
5,562
% Change
41%
23%
20%
19%
17%
17%
13%
11%
11%
10%
The biggest social networking site in Japan is Mixi, with a
market share of 80% and 10 million users who together
generate 11 billion page views a month.
(SOURCE: OGILVYONE)
Japanese online users have the highest levels of tolerance
for online ads, with 80% of them saying they would watch
an ad in exchange for quality free video content, while
20% saying they would be prepared to pay for online
videos to avoid being served ads.
The Japanese are fairly willing to provide information about
themselves in exchange for something of value, with 62%
of users claiming this.
Digital Music Sales in Japan, by Format, Q1 2008
Units
% change (thousands) vs. 2007
Internet
Single track 9,007 31% Album 525 58% Music video 386 145% Internet subtotal 9,917 34% Mobile
Ringtones 51,126 -16% Ringback tones 22,601 18% Single track
34,432 48% Music video 2,420 0% Other 325 -63% Mobile subtotal 110,903 4% Online subscriptions -
-
Mobile subscriptions -
-
Other digital music 7
-
Total digital music 120,827 6% (SOURCE: Emarketer)
Value
% change
(millions) vs. 2007
¥1,360 ¥613 ¥108 ¥2,081 43%
58%
155%
50%
¥5,875 ¥1,876 ¥11,401 ¥688 ¥136 ¥19,977 ¥166 ¥109 ¥130 ¥22,463 -13%
47%
58%
39%
-17%
26%
73%
21%
4%
28%
Yahoo! Japan is the number 10 top website in the world.
(SOURCE: ALEXA/DIGITAL ECONOMY FACTBOOK)
In a survey of online users in Japan, 70% said they had
clicked on contextual search ads. But only 1% of them said
they found them "very useful".
(SOURCE: EMARKETER)
And while many Japanese Internet users may have clicked
on contextual ads in search results, an overwhelming 80%
of them said they had never bought any goods or services
as a result of doing so.
(SOURCE: EMARKETER)
Search advertising will take up 36% of online ad spend by
2011.
(SOURCE: DENTSU/SOZON)
Japan's Top 10 Sites
Yahoo! Sites
51,453
Google Sites
41,456
Dwango
11,488
Microsoft Sites
29,435
Rakuten 32,555
MIXI
10,667
CyberAgent
21,328
FC2
29,687
NTT Group
29,363
24,130
Japan's Search Activities on Top Properties
82.9%
12,719
66.8%
6,126
18.5%
2,186
47.4%
2,102
52.5%
1,374
17.2%
1,217
34.4%
806
47.8%
721
47.3%
489
38.9%
402
(SOURCE: ComsCore World Metrix; February 2009; Audience: Age 15+ Home/Work Locations)
Searches (MM)***
Yahoo! Sites
3,012
Google Sites**
2,294
Rakuten
120
Microsoft Sites
90
NTT Group
80
Amazon Sites
55
Excite Japan
41
NEC Corporation
37
MIXI
32
GMO Internet Group
19
Searches Per Searcher
58.9
54.7
7.6
10.5
10.9
6.5
17.4
18.2
6.9
4.5
Share of Searches
51.2%
39.0%
2.0%
1.5%
1.4%
0.9%
0.7%
0.6%
0.5%
0.3%
(SOURCE: ComsCore qSearch; September 2008; Audience: Age 15+ Home/Work Locations)
Japan's Top Online Gaming Sites
Yahoo! Games
HANGAME.CO.JP
WAZAP.COM
Nexon Corporation
Gamepot
% Reach
7.1%
4.5%
2.6%
2.6%
1.3%
Japan's Top Online Retail Sites
RAKUTEN.CO.JP
Amazon Sites
Yahoo! Shopping
Kakaku.com Apple.com Worldwide Sites
NISSEN.CO.JP
ECNAVI.JP
Yahoo! Japan Stores
DHC
OCNK.NET
% Reach
73.9%
65.4%
52.3%
42.2%
22.6%
15.6%
15.3%
14.7%
11.9%
11.0%
(SOURCE: ComsCore World Metrix; February 2009; Audience: Age 15+ Home/Work Locations; heavy
Internet users)
❚ USER BEHAVIOUR
Japan has an estimated 75.2 million social media users.
(SOURCE: OGILVYONE)
Nearly three quarters (74%) of Japanese Internet users
read blogs, a higher level than anywhere else in the world.
(SOURCE: OGILVYONE)
Member community websites had a 70% reach in Japan in
2008, up 2.7% on 2007.
More than 20 million Japanese Internet users visited online
gaming sites in August 2008.
(SOURCE: COMSCORE)
Japan's Top Technology News Sites
ITMEDIA.CO.JP
CNET
ATMARKIT.CO.JP
ZDNet
AOL Tech
ASCII24.COM
WIREDVISION.JP
BETANEWS.COM
HYPERDIA.COM
% Reach
18.0%
6.6%
3.8%
3.3%
3.0%
1.8%
1.4%
1.3%
0.8%
0.4%
Internet users)
Japan's Top Entertainment Sites
YOUTUBE.COM
Sony Online
NICOVIDEO.JP
FujI Television Network
Oricon
Yahoo! Entertainment
Yahoo! Music
GYAO.JP
TBS Group
% Reach
63.3%
51.6%
37.8%
29.4%
27.6%
24.9%
23.4%
23.0%
21.4%
16.9%
Internet users)
Japan's Top Search Properties
Searches (MM)Jan-08
Yahoo! Sites
3,096
Google Sites**
2,481
Rakuten
111
Microsoft Sites
119
NTT Group
93
Amazon Sites
80
Excite Japan
11
NEC 58
MIXI
40
Nifty
19
Jan-09
3,489
2,596
153
113
103
69
52
44
23
22
(SOURCE: ComsCore qSearch; Audience: Age 15+ Home/Work Locations)
% Change
13%
5%
38%
-5%
11%
-14%
362%
-25%
-42%
14%
The Japanese are spending less time on gaming sites than
most of their Asian peers, with users spending on average
76.1 minutes per person on them in August 2008. South
Koreans by contrast spent 189.6 minutes on them.
(SOURCE: COMSCORE)
The vast majority - 92% - of Japan's Internet population
use search engines to find information.
(SOURCE: JAPAN MINISTRY OF AFFAIRS/SOZON)
What the Japanese do Online
Activity
Webmail
Online shopping
Video delivery service
Internet auction
Blogs
Music download
Social networking sites
Instant messenger
Online gaming
Homepage creation
Bulletin Boards
VoIP
File-shareing
Other
% of users
88%
78%
48.7%
44.7%
31.7%
25%
23.7%
16.7%
15.7%
15.3%
14%
8%
5%
11.7%
(SOURCE: Emarketer/Marsh Research; April-May 2008)
Time Spent on Online Entertainment Sites
Total Unique
Reach
Average Minutes
Visitors (000)per Visitor
YOUTUBE.COM
21,701
35.0%
187.0
Sony Online
15,205
24.5%
10.6
12,107
19.5%
N/A
NICOVIDEO.JP
11,246
18.1%
192.9
Fuji Television Network
7,454
12.0%
6.8
Yahoo! Entertainment
7,443
12.0%
28.9
Yahoo! Music
6,994
11.3%
16.1
Oricon
6,866
11.1%
5.0
GYAO.JP
6,214
10.0%
32.8
Yahoo! Movies
4,745
7.6%
7.5
TBS Group
4,550
7.3%
4.6
Yahoo! TV
4,451
7.2%
10.3
VEOH.COM
4,377
7.1%
54.8
Nippon Television Network
NHK.OR.JP
DAILYMOTION.COM
WindowsMedia
PANDORA.TV
CBS Interactive
TV-ASAHI.CO.JP
4,012
3,821
3,728
3,546
3,514
3,443
3,277
6.5%
6.2%
6.0%
5.7%
5.7%
5.5%
5.3%
5.3
9.1
45.5
5.3
63.9
4.5
4.9
There are currently 18 million mobile TV viewers in Japan.
(SOURCE: MOCONEWS.NET)
The majority of mobile users in Japan, 87%, use mobile
data services.
(SOURCE: RAWLINGS ATLANTIC)
How Long the Japanese Spend on Mobile Internet
❚ MOBILE
There are 102 million mobile subscribers in Japan.
(SOURCE: INFINITA)
By 2011 the country is expected to have 121 million mobile
users, with a penetration rate of 95.4%.
Time Spent Per Day
Less than 3 hours
2-3 hours
1-2 hours
30 mins - 1 hour
Daily, less than 30 mins
Less than daily
I don't
AllFemale (% of users) (% of users)
24%
33%
15%
17%
22%
21%
16%
12%
13%
9%
4%
3%
3%
3%
Male
(% of users)
16%
14%
22%
20%
16%
5%
3%
(SOURCE: Infinita; April 2008)
(SOURCE: CELLULAR NEWS)
The mobile Internet is pervasive in Japan - 90% of mobile
users go online via their handsets.
(SOURCE: INFINITA)
Mobile advertising generated Y91.3 billion in revenues in
2008, representing year on year growth of 47%.
(SOURCE: DENTSU)
Mobile search engine advertising increased by 100% year
on year to reach Y17 billion in revenues in 2008.
(SOURCE: DENTSU)
Japan's mobile ad spend is estimated to reach US$2.7
billion by 2011.
(SOURC: BTRAX)
Mobile ad spend represents around 1% of overall ad
expenditure in Japan currently.
(SOURCE: DENTSU)
Nearly two thirds (65.8%) of Japan's mobile subscribers are
on a 3G network, the highest adoption rate in the world.
(SOURCE: DIGITAL ECONOMY FACTBOOK)
An overwhelming 91% of all digital music is sold via
mobiles in Japan.
(SOURCE: IFPI/DIGITAL ECONOMY FACTBOOK)
Mobile social networking site Mobage-Town is so popular
in Japan, its 11 million users generating up to 800 million
page impressions every day, that it is estimated that in
2008 the site generated more traffic than that of North
America and western Europe combined for the entire year.
(SOURCE: INFORMA)
The monthly mobile expenditure of an average 25 year old
in Japan is more than US$100.
(SOURCE: MOBILE-YOUTH)
Mobile search advertising will take up 40% of mobile ad
spend by 2011.
❚ CASE STUDY
Client: Jetstar Japan
Agency: Ogilvy
Campaign: Jetstar
Japan Air Guitar
Campaign
Objective: To make
a splash in the Japan
market, communicate
JET's fresh Aussie
personality, and spread
awareness.
Strategy: Online
promotion centred
around air guitar
competition.
Details: The campaign
website contained: Mini
Youtube-like function to download 30 sec. JET music clip,
enter the competition by uploading guitar film, view, and
vote for favourites and Japanese comedian Dainoji - who
won the World Air Guitar Championship - giving air guitar
lessons.
JET Japan concert tour report as exclusive content.
Information about Jetstar and JET, details of Jetstar's
upcoming launch of flights between Japan and Australia,
and icon links to both parties' respective independent
websites.
Results: • 125 performances uploaded and 1,200 new
Jetmail database signups.
• More than 40,000 visits to the site.
• 200,000 page views of the site.
• Topic of 123 blog articles, and 155 chat site topics with
estimated footprint of 200,000 users.
• More than 106,000 individual film views on video portals
(Youtube, Google video, etc).
• With 97% of site access from consumers in Japan,
the site was also accessed and viewed in more than 10
additional countries around the world.
(SOURCE: DENTSU/SOZON)
In Japan, 40% of all emails are sent from mobile devices.
(SOURCE: EMARKETER)
MALAYSIA
Kuala Lumpur
❚ DEMOGR APHICS
Malaysia has a 62.8% Internet penetration rate up from
48.7% in 2007.
(SOURCE: Internet WORLD STATS)
Malaysia's broadband penetration rate was 21.1% as of Q4
2008, marking a sizable increase from Q3 when penetration
rates stood at 17.5%.
(SOURCE: THE MALAYSIAN COMMUNICATIONS AND MULTIMEDIA COMMISSION)
Malaysia has 15.9 million Internet users, 1.4 million of
which are broadband subscribers.
The number of Malaysian dedicated Internet subscribers is
expected to reach the 10 million mark by 2012.
(SOURCE: TELEKOM MALAYSIA)
While TV, radio and newspapers continue to dominate the
Malaysian media scene, Internet is catching up, penetration
rates doubling in the past five years to now reach two in
10 Malaysians.
Malaysians frequently log on outside of their own homes 81% access the Internet in public Internet outlets, Internet
cafes, in the workplace or in school.
Malaysia's Internet Users 2008
Sex
Male
Female
Age 15-19 Years
20-24 Years
25-29 Years
30-34 Years
35-39 Years
40-44 Years
45-49 Years
50-54 Years
55-59 Years
Over 60 Years
Average Monthly Income
RM1-1,000
RM1001-2,000
RM2001-3,000
RM3001-4,000
RM4001-5,000
Over RM5,000
Not Disclosed
(000) % of population
1,768
1,199
661
645
479
357
248
196
170
120
49
42
59.6%
40.4%
22.3%
21.7%
16.1%
12%
8.4%
6.6%
5.7%
4%
1.7%
1.4%
166
453
648
400
298
998
4
5.6%
15.3%
21.8%
13.5%
10%
33.6%
0.1%
(SOURCE: Nielsen Media Index Malaysia; Past Week Internet Users aged 15+ in Peninsular
Malaysia)
❚ E-COMMERCE
In Malaysia, more than 50% of the customers who shop
online tend to rely on personal recommendations to make
their purchasing decisions. Other main deciding factors are
search engine results (37%) and special offers (34%).
(SOURCE: OMNICOM MEDIA GROUP/YAHOO!)
Creating that first positive shopping experience is key in
order to capture loyalty and money - Malaysian online
shoppers tend to stick to the shopping sites they are familiar
with, with 60% saying they buy mostly from the same site.
Nearly three quarters (70%) of Malaysian Internet users
have purchased something online, with 39% of online
users having made at least one purchase online.
Malaysian online shoppers mainly buy airline tickets or book
travel reservations over the Internet (55% of users), make
tour/hotel reservations (41%) and buy computer hardware
(22%).
Malaysia's Top Online Retail Sites
Amazon Sites
Yahoo! Shopping
Hewlett Packard
Dell
WARESEEKER.COM
ZOL.COM.CN
ENET.COM.CN
% Reach
17.7%
9.4%
9.0%
4.9%
4.6%
4.4%
4.0%
2.9%
1.9%
1.8%
(SOURCE: ComsCore Segment Metrix; February 2009; Audience: All Persons 15+ at Malaysia Home/
Malaysia's Top Technology News Sites
The Malaysian advertising market grew by 13% in 2008,
generating RM6.2 billion. Internet ad spend accounted for
just RM32.1 million of that.
Dedicated brand websites and sponsored content are the
best media channels to reach Malaysian online consumers,
with 54% and 53% of users respectively recalling their
use by online advertisers. The third most favoured media
channel is the banner ad, with 50% of Malaysian online
users recalling its use.
(SOURCE: TNS/MEDIA)
Malaysians are very receptive to viral messages, with 88%
of online users saying they have received a viral message
at some point and as much as 60% of them admitting to
have passed it on.
(SOURCE: TNS/MEDIA)
Online display advertising in Malaysia came to US$8.64
million in 2008 and is projected to generate US$9.9 million
in 2009. By 2010 online display ads should be bringing in
more than US$10 million.
Search advertising revenues in Malaysia came to US$6.3
million last year and are projected to reach US$9.3 million
in 2009. By 2010 search revenues will almost hit US$10
million (US$9.9 million).
Malaysia's Top 10 Sites
Google Sites
6,127
Yahoo! Sites
5,897
Microsoft Sites
4,858
FRIENDSTER.COM
3,327
FACEBOOK.COM
2,368
1,911
AOL
1,380
Fox Interactive Media
1,371
CBS Interactive
1,276
WordPress
1,211
67.8%
721
65.3%
1,052
53.8%
1,149
36.8%
328
26.2%
185
21.2%
20
15.3%
9
15.2%
172
14.1%
12
13.4%
6
Work Locations)
Malaysia's Top Online Gaming Sites
Yahoo! Games
Travian Games
Y8.COM
MSN Games
MINICLIP.COM
% Reach
5.9%
3.5%
3.2%
2.7%
2.6%
Work Locations)
CNET
MOBILE88.COM.MY
ZDNet
Bestofmedia Group
NEWHUA.COM
Yahoo! Tech
SINA Technology
Imaginova Network
% Reach
21.9%
17.2%
2.6%
2.5%
1.4%
1.4%
1.2%
1.2%
1.1%
1.0%
Malaysia's Top Entertainment Sites
YOUTUBE.COM
CBS Interactive
AOL Music
Gorilla Nation
Metacafe
Real.com Network
imeem
WindowsMedia
Viacom Digital
Sony Online
% Reach
60.9%
31.2%
16.6%
15.2%
13.9%
13.2%
11.6%
11.6%
11.5%
10.0%
Top 20 Advertisers Using Digital Media in Malaysia
Advertiser
Air Asia Nokia
DiGi Telecommunication Maxis Communication KFC Holdings
Celcom
Sony
McDonald's
Coca Cola
Nike
Pizza hut
Citibank
Samsung
MasterCard
VISA
Nestle
Adidas
Honda Malaysia Canon Marketing TM Net % of users
90%
76%
76%
75%
72%
72%
70%
69%
69%
65%
64%
64%
62%
62%
59%
56%
54%
52%
52%
media?)
Trust in Media Channels in Malaysia
Media channel
50%
33%
31%
26%
25%
TV ads
23%
Newspaper ads
22%
Magazine ads
21%
21%
21%
Radio ads
19%
18%
17%
Email newsletters
15%
13%
12%
12%
Ads in video games
Ads via mobile SMS
10%
10%
8%
8%
5%
5%
4%
4%
❚ USER BEHAVIOUR
It is estimated that there are around 12 million social
media users in Malaysia.
Malaysians have a big appetite when it comes to consuming
digital media, with more than half of them (53%) having
streamed or played entertainment content such as fulllength movies, TV shows or music videos online.
More than two fifths (41%) of Malaysians have downloaded
the same variety of content from the Internet over the
last month. This ranks Malaysia in seventh and ninth place
respectively out of 52 countries when it comes to the
frequency of streaming and downloading entertainment
content from the Internet.
(SOURCE: OGILVY)
Friendster.com is the Number 1 social networking site in
Malaysia with 3.02 million unique visitors a month - more
than three times the size of its nearest competitor.
And Malaysia takes third placing globally in terms of those
who spend more than 20 hours a week watching streamed
or downloaded content from the Internet.
(SOURCE: OGILVY)
YouTube is the fastest rising search term in 2008 used by
51.7% of heavy Internet users.
(SOURCE: GOOGLE MALAYSIA ZEITGEIST/ OGILVY)
In Malaysia, while TV ownership (89%) is slightly ahead
of PC ownership (87%), PC usage rates (85%) compared
to TV (77%) shows that Malaysians are allowing the PC to
infiltrate their lives more.
A sizeable 81% of Malay Internet users access the Internet
in public places Internet outlets, Internet cafes, workplaces
and schools, while 75% of Malaysia's Chinese Internet
users have access to the Internet at home.
Yahoo! is the most popular starting point on the Internet
for Malaysian online users - 55% typically start their
web journey with Yahoo! at home; 62% similarly at their
workplace.
Four in ten Malaysian online users spend between one to
two hours on the Internet every day. Apart from the more
common features such as email, surfing and information
gathering, the popular activities for netizens are online
TV/music/games (47%), followed by message/chat/
blogging (45%) and reading newspaper/magazines (35%).
While only a small amount of Malaysians may be blogging,
they do it regularly - 15% of Malaysians now blog daily.
(SOURCE: PULSE GROUP)
49% of email users use Yahoo! Mail most often compared
to 30% for Hotmail and 7% for Gmail.
More than three quarters (77%) of Malaysian IM users
communicate on MSN/Windows Live Messenger and 57%
on Yahoo! Messenger. Yahoo! Messenger is also significantly
more popular amongst Malay Internet users with a 56%
reach.
(SOURCE: OMNICOM MEDIA GROUP/YAHOO)
Friendster is Malaysia's most popular social network site
with a 65% reach amongst social networking users.
Malaysians are a prime example of what are known as
'multisumers' - 81% of them like to surf the Internet and
watch TV at the same time.
Malaysians are seeking news on the Internet more than
ever before: online newspaper readership increased
35% last year, reaching one million readers. There is no
imminent threat of the Internet replacing mainstream
media though, 90% of readers still obtain their news via a
hard-copy.
(SOURCE: THE NIELSEN COMPANY/ OMNICOM MEDIA GROUP/YAHOO!)
How Long Malaysians Spend Online
6 Hours-Less than 7 Hours 7 Hours or More
(000)% OF USERS
211
7.1%
655
22.1%
1,006
33.9%
507
17.1%
235
7.9%
124
4.2%
60
2%
30
1%
139
4.7%
(SOURCE: Nielsen Media Index Malaysia; Individuals aged 15+ in Penninsular Malaysia)
What Malaysians do Online: 2008
Internet Features Used
EMail
Internet Phone
Download Software/File
Gather info about prod/Service/company/research
Purchase Product/Service
Financial Services
International News/Current Affairs
Local News/Current Affairs
Read Electronic Magazine
Listen To Music
Watch Movie/Tv Prog
Play Games
Use Icq/Messaging
Job Hunting
Education Services
Classified Ads
Participate In Auction
To blog/Read blog
(000) % of population
2372
471
1236
1601
281
425
487
1005
246
815
370
797
1260
244
463
120
66
738
(SOURCE: Nielsen Media Index Malaysia; Individuals aged 15+ in Penninsular Malaysia)
79.9%
15.9%
1.7%
54%
9.5%
14.3%
16.4%
33.9%
8.3%
27.5%
12.5%
26.9%
42.5%
8.2%
15.6%
4%
2.2%
24.9%
❚ MOBILE
Malaysia has a total of 27.1 million mobile subscribers.
(SOURCE: THE MALAYSIAN COMMUNICATIONS AND MULTIMEDIA COMMISSION [MCMC)
Malaysia's wireless penetration level continues to increase
and is expected to reach 96.8% in 2010, which is a
forecasted 28.5 million subscribers.
(SOURCE: SYNOVATE)
Malaysians enjoy expressing themselves via their mobile
phones, one survey revealing 18% of them made video
clips on them.
(SOURCE: SYNOVATE)
More than 90% of Malaysians had a mobile service in 2008.
(SOURCE: BUDDECOMM)
While 3G numbers are growing quickly in Malaysia, they
still only represent 4% of the total mobile subscriber base.
(SOURCE: BUDDECOMM)
Malaysia currently has more than half a million mobile
Internet users.
Malaysians were the third most prolific texters in the region
over the Christmas and New Year period, sending more
than one billion SMS messages over a 2-day period. Only
texters in the Philippines and Indonesia sent more.
(SOURCE: MYSINCHEW/ACISION)
In 2008, Malaysia saw low growth levels in texting activity
against 2007 at only 13%, significantly lower than the likes
of Pakistan which experienced 253% growth in messaging
in the same period.
(SOURCE: ACISION)
❚ CASE STUDY
Client: Maybank
Agency: Carat Media Sdn Bhd
Campaign: Agent M
Objective: Change the perception of Maybank2u.com to
be young and progressive. Alleviate 10 percent of enquiry
traffic from the Maybank call centre. Start conversations
with youth on banking products and other banking related
areas. Create a brand engagement for more than 30
seconds.
Strategy: Wanting to target a new generation of young
customers by engaging with them frequently on their
terms, in their time and with their language, Maybank2u.
com created an online persona called "Agent M": Asia's first
financial bot on Windows Live Messenger. With a distinct
personality, conversational skills and intelligence, Agent M
is able to chat instantly with people on a range of banking
and general topics using Windows Live Messenger.
Details: Maybank embarked on a campaign to encourage
young people to add Agent M as their friend on Windows
Live Messenger. Agent M's presence was announced
through a print campaign and by using MSN and other
Windows Live services such as Windows Live Messenger
and Windows Live Hotmail to target popular online
channels for youth. Viral word-of-mouth spread quickly
among users of Windows Live Messenger, with users
asking their friends to add Agent M as a friend on their
Windows Live Messenger simply by adding his email
address, [email protected] as a contact. Agent
M was armed with frequently asked questions from the
Maybank Customer Call Centre, 10 core Maybank products
and services, product complaints/resolutions, and even
knowledge on general subjects such as Earth Day. With 3.8
million registered Maybank2u.com users and 118,000 daily
users, Maybank used Agent M to reach a new breed of
consumers spending significant time online.
Malaysians lead the south east Asia region in terms of its
mobile Internet adoption rates, with a 462.6% growth in
users since the beginning of 2008.
(SOURCE: OPERA)
Malaysian mobile Internet users are engaging more with
the mobile web's offerings too, with a 474.5% increase
in page views since the beginning of 2008, each user
averaging 11 page views each.
(SOURCE: OPERA)
Malaysia's Top 10 Mobile Sites
1. google
2. friendster
3. yahoo
4. gamejump
5. facebook
6. myspace
7. youtube
8. my.opera
9. wikipedia
10.utusan
Results: • Users engaged with Agent M as they would a
real person, asking day-to-day questions normally asked of
friends.
• Overall, 69 percent of users were in the target audience.
• Users achieved average engagement of almost three
minutes, well above the 30 second benchmark.
NEW ZEALAND
Lake Matheson, Mount Cook and Mount Tasman
❚ DEMOGR APHICS
New Zealand has 3.4 million Internet users with an 80.5%
penetration rate. Nearly 60% use the Internet at least once
a day.
(SOURCE: Internet WORLD STATS/ OECD/ THE NIELSEN COMPANY)
The country had just over 2.4 million unique visitors in
February 2009, each spending on average 830.2 minutes
online, and paying 29.2 visits.
Household Income
Up To $20,000 97
$20,001 - $30,000 125
$30,001 - $40,000 157
$40,001 - $60,000 356
$60,001 - $80,000 341
$80,001 - $100,000 324
$100,001 - $120,000 256
$120,001 - $250,000 343
$250,001+ 52
Refused/Not Specified 180
Don't Know 439
3.6%
4.7%
5.9%
13.3%
12.8%
12.1%
9.6%
12.9%
2%
6.7%
0.2%
(Source : Nielsen Media Index New Zealand; All individuals 10+)
(SOURCE: COMSCORE)
There are 60 ISPs operating in New Zealand.
❚ E-COMMERCE
(SOURCE: STATISTICS NEW ZEALAND)
The Internet is certainly the domain of the young - 92%
of 10-19 year old Kiwis are regular Internet users. But it
is also highly frequented by 50-59 year olds (73%) who
would also call themselves regular Internet users.
New Zealanders have been slow to adopt to e-shopping
but that is swiftly changing - 42% of the online population
made an online purchase in 2008 (55% of regular Internet
users).
New Zealand's Internet Users 2008
(000)
Sex
Male
1,299
Female 1,371
Age
10-19 Years 541
20-29 Years 465
30-39 Years 475
40-49 Years 496
50-59 Years 361
60-74 Years 276
75+ Years 55
% of users
48.7%
51.3%
20.3%
17.4%
17.8%
18.6%
13.5%
10.3%
2.1%
The New Zealand online shopping population grew 45% in
the fourth quarter of 2008 (up 39% from the same period
in 2007) and stands at a record 1.4 million people, out of a
total population of about 4.5 million.
New Zealanders have taken to the web with gusto when it
comes to buying and selling cars: over eight in ten (84%)
car buyers use the Internet to research and determine
which car to buy. Just over half of the country's car sellers
(52%) use it as a tool to actually sell the vehicle.
On average New Zealand online shoppers spend five
minutes and 39 seconds online per session. They view 7.4
pages on average and spend US$38.79 per order, more
than their Australian neighbours.
(SOURCE: EMARKETER)
Online advertising in New Zealand grew 55% in the first
half of 2008. While ad spend decreased significantly across
most advertising channels in the second half of 2008, the
Internet showed a similar level of spend compared with
2007 numbers (only a 0.5% decrease).
New Zealanders like to actively engage with the online
shopping community, with 822,000 of them submitting
product reviews online in 2008.
Products Researched, Compared or Bought Online
Product
Airline tickets
Accommodation
Car Hire
Books/Magazines
Movie/event tickets
CDs/Records/Tapes
Videos or DVDs
Video/PC games
MP3 or similar
Consumer electronics
Computer hardware
Software downloads
Software discs DVD player
Furniture
White goods
Gardening items
Groceries
Flowers
Vehicles
Auto accessories
DIY Hardware
Clothing/accessories
Health/Beauty items
Toys
Online info/reports
Fitness/Sporting
Jewellery
Art
Insurance
Stocks, shares, loans mortgages
Musical Instruments
Stationery
Other
% of users
43%
33%
9%
20%
19%
15%
15%
15%
9%
31%
22%
19%
9%
6%
18%
18%
14%
14%
5%
18%
13%
13%
34%
19%
19%
18%
18%
15%
11%
9%
8%
8%
6%
9%
New Zealand's online advertising market was worth
NZ$193.15 million in 2008.
(SOURCE: IAB NZ/ PWC)
The Internet was New Zealand's fastest-growing advertising
channel in 2008, up 42.9% from 2007.
(SOURCE IAB NZ/PWC)
However, online advertising still only accounts for around
5% of total ad spend in New Zealand.
New Zealand's Q2 2008 online ad spend - NZ$49.2 million represented a growth of 54% against Q2 2007.
Amongst the different categories, search and directory ads
(representing 30.9% of total online ad spend) showed the
strongest growth of 75% to NZ$59.71 million. Display ads
(accounting for 30.1% of online ad spend) grew 38% to
$58.12 million. Classifieds grew 28% to NZ$75.32 million.
There was a 20% year on year increase in the number
of online display campaigns that ran in New Zealand in
October 2008.
New Zealand's Top 10 Sites
Google Sites
1,906
Microsoft Sites
1,626
Fairfax Media
1,286
Yahoo! Sites
1,138
AOL
1,027
FACEBOOK.COM
805
653
Apple
561
CBS Interactive
424
ANZ Banking Group
421
78.9%
217
67.4%
349
53.3%
184
47.2%
83
42.5%
150
33.3%
78
27.0%
10
23.2%
3
17.6%
5
17.5%
10
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons at 15+ New Zealand Home/
Work Locations)
New Zealand's Top Online Gaming Sites
MINICLIP.COM
WildTangent Network
MSN Games
JIMUNGO.COM
ADDICTINGGAMES.COM
% Reach
6.5%
6.2%
3.7%
3.6%
2.7%
Work Locations)
New Zealand's Top Online Retail Sites
Amazon Sites
Shopping.com Sites
Woolworths
1-DAY.CO.NZ
THEWAREHOUSE.CO.NZ
Ticketek
Hewlett Packard
Alibaba.com NOELLEEMING.CO.NZ
% Reach
39.2%
23.7%
11.2%
9.5%
8.0%
7.3%
7.3%
6.1%
5.5%
5.4%
Work Locations)
New Zealand's Top Technology News Sites
CNET
GEEKZONE.CO.NZ
Bestofmedia Group
WIRED.COM
EXPERTS-EXCHANGE.COM
AOL Tech
PCWORLD.CO.NZ
% Reach
26.5%
22.9%
6.5%
3.7%
3.1%
2.9%
2.4%
2.4%
2.3%
2.2%
The Internet could likely become the second largest
advertising channel by 2010, even though TV currently
represents roughly three-quarters of total advertising
spend.
New Zealand's Top Entertainment Sites
YOUTUBE.COM
CBS Interactive
TVNZ Sites
Viacom Digital
Gorilla Nation
MSN Entertainment Channel
IMDB.COM
UGO Entertainment
Break Media
% Reach
73.7%
44.7%
39.3%
28.2%
27.4%
23.3%
20.8%
20.7%
19.4%
19.4%
New Zealanders are mostly happy to use the Internet as
a central place to share their camera work with people
online: more than three quarters of them (77%) share
photos online while 61% of them upload photos, equaling
2 million and more than one million users respectively.
Less are currently prepared to share their entertainment
however, with a lower 39% sharing videos; 31% uploading
music; and less than a quarter uploading videos.
Belief in Media Channels in New Zealand
Media channel
Recommendations from consumers
Newspapers
Consumer opinion posted online
Brands websites
Magazines TV Radio Email I signed up for
Brand sponsorships
Ads before movies
Search engine ads
Online banner ads
Text ads on mobile phones
Video upload rates were expected to increase over 2008,
by 80% to reach 43% of the online population.
% who believe the channel
83%
71%
64%
53%
60%
63%
64%
63%
44%
41%
21%
15%
19%
(Source: Nielsen Online)
A sizeable 88% of New Zealand online users have at one
point shared or distributed content online.
Nearly all online New Zealanders regularly check their email
(95%) while 74% regularly catch up on the news.
How Long New Zealanders Spend Online
❚ USER BEHAVIOUR
New Zealand children are big media consumers and their
appetite is growing. Playing video games (84%) and using
the Internet (62%) is on the rise even though watching TV
(99%) is still the primary form of entertainment.
(SOURCE: ITU)
Blogging is becoming more popular in New Zealand. One
survey revealed that almost half (49%) of Internet users
aged 14 and older read blogs, and 17% have created their
own.
Half of New Zealand's online population, 1.7 million people,
read consumer reviews online.
In 2008, nearly half of all online users in the country - 1.6
million consumers - got involved in social networking.
Of that number, nearly half a million (451,000) created
a blog. The number of New Zealanders who will do this
in the next year is set to increase by 65%, which will
represent 28% of online users.
Nearly a million (926,000) New Zealanders visited online
gaming sites in August 2008, spending on average 134.5
minutes per person and averaging 9.9 visits per visitor, the
second lowest rate in the region.
(SOURCE: COMSCORE)
New Zealanders are keen social networkers, with 62% of
them having browsed online profiles; 45% of them having
created their own profile; and 48% of them saying they
have joined friend finder sites.
Average Time Spent Using Internet Zero
1- 15 Minutes
16-30 Minutes
31 Minutes to 1 Hour
1 Hour 1 Minute - 2 Hours
2 Hours 1 Minute - 4 Hours
4 Hours 1 Minute - 7 Hours
7 Hours 1 Minute or More
Don't Know
Not Used Net Last 4 Weeks
(000) % OF USERS
270
9.7%
68
2.4%
127
4.5%
276
9.9%
321
11.5%
412 14.7%
426
15.2%
888
31.8%
1
0%
0
0%
(Source : Nielsen Media Index New Zealand; All individuals 10+; Internet usage per week)
What New Zealanders Do on Social Networking Sites
Activity
% of users with online profiles
Stay in touch with friends you rarely see in person
63%
Buy something
48%
Look for advice or information
46%
Look for a new job
42%
Stay in touch with friends you see a lot
40%
Sell something
35%
Make plans with your friends
28%
Look for a car
27%
Make new friends
26%
Find a place to live
22%
Flirt with someone
19%
Find someone to date
17%
Advance your career
10%
(SOURCE: Nielsen Online)
What New Zealanders do Online
Activities in Last Month Sent/Received Email
Play Indiv/Multi Player Games
Online Gambling eg Poker, Sports
Downloaded Software
Listened To Music
Listened To Radio Stations
Downloaded Music
Watched Television/Movies
Internet Banking
Entered Online Competition
General Surfing
Read NZ Electronic Newspaper
Read International Electronic Paper
Accessed Info On Product/Service
Accessed News/Current Affairs
Accessed Information On Sports
Accessed Information On Travel
Accessed Info On Entertainment
Accessed Info Finance/Loan/Mortage
Accessed Telecom Yellow Pages
Accessed Telecom White Pages
Accessed Street Directory Eg. Wise
(000) % of users
2,242
80.2%
636
22.8%
69
2.5%
493
17.6%
694
24.8%
204
7.3%
536
19.2%
329
11.0%
1,423
50.9%
340
12.2%
1,716
61.4%
695
24.8%
356
12.7%
1,237
44.3%
620
22.2%
549
19.6%
656
23.5%
712
25.5%
260
9.3%
449
16%
534
19.1%
467
16.7%
Visited NZ Online Shopping Site
Visited O/Seas Online Shop Site
Education Research
General Research e.g. Health
Instant Messaging
Joined Chat/Discussion Groups
Participated In An Online Auction
Paid A Bill
Downloaded Podcasts
Made Telephone Call (VOIP)
Searched For Jobs Online
Searched For Properties Online
Searched For Vehicles Online
Read NZ Electronic Magazines
Read Intl Electronic Magazines
Subscribed digital copy of Magazine
Subscribed to dig copy of Newspaper
Other
Read a blog
Posted a blog
Uploaded content to websites
Not Specified
795
426
544
629
792
232
523
1,001
97
181
430
379
344
146
150
39
31
130
447
132
381
152
28.4%
15.2%
19.5%
22.5%
28.3%
8.3%
18.7%
35.8%
3.5%
6.5%
15.4%
13.6%
12.3%
5.2%
5.4%
1.4%
1.1%
4.7%
16%
4.7%
13.6%
5.5%
❚ CASE STUDY
What Video/Audio Content New Zealanders Upload
Type of Content
have uploaded video/audio Video topics
Music video News Travel Comedy Sport Health Home video % of online users
41%
41%
29%
26%
25%
24%
19%
Audio topics
News Travel Sport Comedy Health Education Politics 42%
25%
23%
22%
22%
21%
20%
How New Zealanders Share Content Online
Sharing method
% of users who share content
Video ClipInteresting
Photo
Link
Sent link to content via email
68%
83%
78%
Sent content through email
55%
39%
58%
Sent link through IM
21%
32%
22%
Posted link on their online profile
21%
29%
27%
Embedded content on own Social networking profile
21% 17%
23%
Song
57%
42%
20%
22%
27%
❚ MOBILE
170,000 New Zealanders - about 5.9% of total mobile
subscribers - use the Internet (WAP) feature on their
phones.
A 3% mobile subscriber growth is expected for 2009-2010,
after which it is likely to fizzle out as the market has almost
reached saturation.
(SOURCE: BUDDECOMM)
Nearly half of the country's children (42%) use a mobile
phone.
(SOURCE: ITU)
Client: Roadshow Films (Australia/New Zealand)
Agency: Clemenger Harvie Edge
Campaign: Star Wars: The Clone Wars movie
Objective: To drive the awareness of Star Wars: The
Clone Wars movie launch in Australia and New Zealand
while introducing the franchise to a core childrens' market
of five to 12 year olds.
Strategy: Deliver an integrated media solution within a
targeted childrens' on-air and online environment; leverage
on Cartoon Network's popularity both on-air and online
in both markets to solicit user-generated content within a
competition environment.
Details: Children were invited to upload short
videos of themselves to a Star Wars: The Clone Wars
competition micro-site across CartoonNetwork.com.au
and CartoonNetwork.co.nz. Demonstrating their best Jedi
Master Lightsaber moves, competitors had a chance to win
a "Star Wars Lightsaber Party," which included a private
screening for the winner and 21 of their friends. Cartoon
Network then selected the top five submissions from across
Australia and New Zealand, and incorporated the videos
with special lightsaber sounds and visual effects. Children
across the country were then asked to vote for their
favourite video. Additional online ad banners and floating
ad units further reinforced the call to action.
Results: • Over 425,000 impressions were booked for
Australia and 225,000 for New Zealand.
• Over 20,000 page views for the microsite.
Vodafone is the leader in New Zealand's mobile market
with a 52% share in subscribers and 66% share in terms
of mobile revenues.
(SOURCE: BUDDECOMM)
THE PHILIPPINES
Boats at Boracay beach
❚ DEMOGR APHICS
The Philippines still has one of the lowest Internet
penetration rates in the world: only 15.4% of its population
is online.
(SOURCE: UNIVERSAL MCCANN/ Internet WORLD STATS)
Internet usage in the Philippines is expected to increase by
10% in 2009.
(SOURCE: NIELSEN/PHILSTAR)
Age
10-14
20-29
30-39
40+
4,249
3,026
1,033
690
45.39%
37.4%
15.82%
6.24%
Household Income
PhP 10,000 & Below
PhP 10,001 - 15,000
PhP 15,001-20,000
PhP 20,001 - 30,000
PhP 30,001 - 40,000
PhP 40,001 - 50,000
PhP 50,001 & Above
1,769
1,806
639
670
295
266
114
13.03%
25.66%
34.56%
34.15%
45.6%
52.57%
53.02%
(Source : Nielsen Media Index Philippines)
The Philippines has around 14 million Internet users. Of
those, 967,600 are broadband subscribers.
(SOURCE: UNIVERSAL MCCANN/ Internet WORLD STATS)
❚ USER BEHAVIOUR
According to another estimate, however, the Philippines
could have as much as 20 million Internet users.
Social media is becoming more prevalent in the Philippines
with an estimated 11.2 million users.
(SOURCE: THE NIELSEN COMPANY/ YAHOO!)
(SOURCE: OGILVY)
By the end of 2008, the Philippines could have 21.5 million
Internet users.
Friendster rules the Philippines social media market with
about 10.7 million subscribers - accounting for more than
38.8% of Friendster's worldwide users.
(SOURCE: OGILIVY/IDC)
(SOURCE: OGILVY)
Young Filipinos log on more - 50% of Internet users below
the age of 20 have accessed the Internet in the past
month, showing a higher frequency than any other age
group.
Filipinos prefer the Internet over television and print.
Internet usage increased to 28% in 2008 (up from 23% in
2007).
(SOURCE: NIELSEN)
The Philippines' Internet Users 2008
Sex
Male
Female
(000)
% of users
4,554
4,445
25.69%
26.15%
There are an estimated 35 million Filipinos in urban centres
nationwide - 28% of them have accessed the Internet in
the past month but only 5% have in the past day.
Internet cafés are the great equaliser for all social classes
in the Philippines: it is the only medium that allows Filipinos
to communicate, research and be entertained for just 10 to
15 pesos an hour.
Social Networking
(Friendster, Multiply, Myspace)
Blogs/Online Journal
Others
5,165
2,236
1,692
52.02%
22.52%
17.04%
4,907
2,041
1,565
54.53%
22.68%
17.39%
How Long Filipinos Spend Online
It is of no surprise then that Internet cafés are the most
popular choice for Filipino netizens - one survey revealed
that 71% of Filipinos go online from Internet cafés; 27%
from home; 7% from the office; and 7% in school.
Average Time Spent
Using Internet
(000)
% of users
Past Month Internet Usage
20 + Hours
1,937
19.51%
10-19 Hours
1,233
12.42%
5-9 Hours 1,469
14.8%
Less Than 5 Hours
5,227
53.25%
Past Week Internet Usage
20 + Hours 10-19 Hours
5-9 Hours
Less Than 5 Hours
One in three Filipino Internet users have a blog.
1,925
1,139
1,378
4,531
21.39%
12.66%
15.31%
50.64%
The Filipino Internet base is quite young: at least 49% of
them are 10 to 19 years old, while 32% are between the
ages of 20 and 29.
Online gaming is becoming a mainstream activity in the
Philippines. 53% of all Filipino netizens have indulged in
them. The users often tend to be males and below the age
of 20.
The online advertising industry in the Philippines will be
generating PHP1 billion in revenues by 2010.
Online display advertising revenues in the Philippines
came to US$12.80 million in 2008. They are projected to
generate US$14.62 million in 2009, and by 2010 will reach
US$15 million.
In the Philippines, social networks have become an
important platform for friends and family to communicate.
Over half (51%) of all local Internet users said they access
social networking sites every month; 92% said that they
have a Friendster account.
Offline texting is moving online in the Philippines. Nearly
one quarter (23%) of Filipino Internet users regularly send
text messages via the Internet.
(SOURCE: NIELSEN/PHILSTAR)
Search advertising revenues in the Philippines came to
US$2.743 million last year and are projected to reach
US$6.89 million in 2009. By 2010 search revenues will
almost hit US$11 million.
The Philippines, along with Vietnam and Indonesia, will
be driving 90% of the south east Asia region's online ad
growth in the next five years
In a survey tracking the highest usage levels across a
range of devices, the Philippines came first out of 52
countries.
(SOURCE: YAHOO!/THE NIELSEN COMPANY)
❚ MOBILE
What Filipinos do Online
Features Used
Past Month Internet User
(000) % of users
Making A Purchase Online
403
4.06%
Newspaper/News
1,051
10.59%
Employment Opportunities
997
10.04%
Weather Forecast
324
3.26%
Travel (Airline/Resort Booking) 141
1.42%
Downloading Music/Mp3
(I.E. Limewire)
1,603
16.14%
Downloads - Games
1,934
19.48%
Downloads - Videos
1,254
12.63%
Downloads - Files/Software
609
6.13%
Downloads - Pictures
2,104
21.19%
Sports
1,049
10.57%
Academic Study/Research1,980
19.94%
Personal Research
(General Browsing)
1,933
19.47%
Using Email
5,267
53.05%
Online Banking
133
1.34%
Chat Rooms/Online Discussion 5,073
51.09%
Playing Games (Online)
3,747
37.74%
Business Information
460
4.63%
Health Information
861
8.67%
Cinema Listings/Events Guide
327
3.29%
Listening To Online Radio
1,293
13.02%
Internet Phone
709
7.14%
Internet Fax
129
1.3%
Video Conferencing
1,334
13.44%
Past Week Internet User
(000) % of users
395
4.39%
994
11.05%
927
10.3%
320
3.56%
137
1.52%
1,524
1,879
1,159
590
1,919
997
1,866
16.94%
20.88%
12.88%
6.56%
21.32%
11.08%
20.74%
1,841
4,796
127
4,639
3,495
453
841
319
1,227
677
124
1,228
20.46%
53.29%
1.41%
51.55%
38.84%
5.03%
9.35%
3.54%
13.63%
7.52%
1.38%
13.65%
Filipinos love chatting: they spend around two hours each
day talking on landlines and around one hour on their
mobiles.
(SOURCE: SYNOVATE)
Mobile penetration in the Philippines reached almost 60%
by early 2008 - a 20% growth from 2007. Subscribers are
continuing to increase despite expectations that the market
is saturated.
(SOURCE: BUDDECOMM)
The Philippines has 68.1 million mobile subscribers - the
sixth highest number of subscribers in the region.
(SOURCE: ITU)
The fixed-line market in the Philippines continues to be
problematic. Fixed teledensity stands at less than 5% with
no sign of an increase.
(SOURCE: BUDDECOMM)
The Philippines telecom sector continues to contribute over
10% to the country's GDP.
(SOURCE: BUDDECOMM)
Mobile Internet users in the Philippines visit mobile sites
more than most, averaging 278 page views per visitor,
more than global average of 242 page views.
(SOURCE: FRIENDSTER/OPERA)
And Filipinos' visits are becoming more numerous, with
mobile site page views per user growing more than 1120%
in 2008.
(SOURCE: OPERA)
The Filipinos are prolific texters too, sending the highest
number of SMS messages per subscriber in the world.
(SOURCE: ITU)
The Philippines has experienced a 396.4% increase in new
mobile Internet users since January 2008.
(SOURCE: OPERA)
Mobile users in the Philippines sent out 2.36 billion SMS
messages over the 2008 Christmas and New Year Period,
more than a third of all SMS messages sent out globally
(6.37 billion).
(SOURCE: ACISION)
Messaging traffic grew by 65% year on year in the
Philippines in 2008.
(SOURCE: ACISION)
The Philippines' Top Mobile Sites
1. friendster
2. google
3. yahoo
4. youtube
5. wikipedia
6. my.opera
7. gamejump
8. symbianize
9. multiply
10.pinoywap
❚ E-COMMERCE
Filipinos aren't keen on Internet shopping or banking: only
3% of the population have made purchases or banked
online.
❚ case study
Client: Nike Philippines
Agency: Yahoo!
Campaign: PC & Mobile Campaign Philippines
Objective: Support the launch of the Nike Sportswear
Collection centered around Nike icons of sports. Evoke
interest in Nike 8 Mobizine (mobile magazine) which
highlights the stories behind each of the 8 Nike Sportswear
icons. To drive user awareness of the launch through
partnership with Yahoo! web and mobile teams.
Campaign Goal: Drive desktop and mobile traffic to Nike
Mobizine. Promote website that includes product stories,
athlete videos, as well as web downloads, building interest
in Nike 8 Mobizine.
Strategy: Nike partnered
with Yahoo!'s PC and
mobile teams to create
an integrated campaign
for the first two weeks
of the launch on: Yahoo!
PH PC Homepage; Yahoo!
PH Mobile Homepage
and Yahoo! PH Mobile
Messenger.
Details: Mobile: Yahoo!
Philippines mobile
homepage ran the Nike
Sportswear banners
for two weeks between
August and September
while banners ran on
Yahoo! Mobile Messenger
for a week.
Web: Standard LREC banners ran across Yahoo! Philippines
PC homepage for a week, driving traffic to switch to their
mobile sets to visit the Nike 8 Mobizine.
Results: • Mobile Results: Over the campaign period of
two weeks, 22,000 clicks were sent to Nike Mobizine.
• A remarkable CTR of 5.09% was achieved on the very
first day when banners ran across the Yahoo! Mobile
Homepage.
• An overall average CTR of 1.86% was achieved across
the two week campaign
• PC Results: Yahoo! Philippines Homepage delivered more
than 420,000 impressions in one week.
• Achieved an above-industry standard CTR of 0.28%.
SINGAPORE
Cityscape showing the Merlion and the financial district
Including business, wireless and all other broadband
connections, Singapore now has 4.8 million broadband
connections in total.
40-44
45-49
50-54
55-59
60+
Household Income
Less than S$750 Per Month
S$751-1,000 Per Month
S$1001-1,500 Per Month
S$1501 - 2,000 Per Month
S$2001 - 2,500 Per Month
S$2501 - 3,000 Per Month
S$3001 - 3,500 Per Month
S$3501 - 4,000 Per Month
S$4001 - 5,000 Per Month
S$5001 - 6,000 Per Month
S$6001 - 7,000 Per Month
S$7001 - 10,000 Per Month
S$10001 - 15,000 Per Month
More than S$15,000 Per Month
(SOURCE: IDA)
(Source : Nielsen Media Index Singapore; All persons 15+)
❚ DEMOGR APHICS
Singapore is now the most wired nation in the world, with
more broadband connections than homes - household
broadband penetration rates now stand at 102.1%.
(SOURCE: IDA)
Singapore had 2.52 million unique visitors online in
February 2009.
(SOURCE: COMSCORE)
Almost half (49.6%) of Singapore's online population are
online gamers or have visited an online gaming site.
(SOURCE: COMSCORE)
Online Singaporeans spent on average 1,246 minutes
online in February 2009, averaging 35.5 visits per user.
(SOURCE: COMSCORE)
259
356
311
258
558
10.51%
9.65%
8.43%
6.99%
15.12%
151
131
156
240
220
279
230
309
440
305
237
477
241
274
4.09
3.55
4.23
6.5
5.96
7.56
6.23
8.37
11.92
8.27
6.42
12.93
6.53
7.43
How Singaporeans go Online at Home
Access point % of users
56K Dial-up/ISDN
1%
Cable Modem
44%
ADSL
48%
Wireless Broadband
8%
Don't know
2%
Computer
100%
Internet-enabled mobile phone
11%
Game machine with Internet connection
4%
(SOURCE: IDA)
Singapore's Internet Users 2008
Sex
Male
Female
Age
15-17
18-19
20-24
25-29
30-34
35-39
(000) % of users
1,875
1,815
50.81%
49.19%
208
111
332
381
323
307
5.64%
3.01%
9%
10.33%
10.84%
10.43%
❚ USER BEHAVIOUR
According to one survey, 51% of Singaporeans trust a blog
as much as they do traditional media. Google's Blogger
platform now ranks 5th in the top 100 most visited sites for
Singapore.
(SOURCE: OGILVYONE)
In Singapore 16% of bloggers are blogging daily.
Singaporeans are not particularly new to blogging, 17% of
them having blogged for three years or more.
Young Singaporeans use a wide variety of media and spend
a good 12.6 hours a day doing so. This covers time spent
surfing the web, playing video games, watching DVD/VCD/
videos, reading newspapers and magazines, talking or
texting on the phone, or listening to the radio.
(SOURCE: SYNOVATE)
The Lion City also boasts the highest reach in social
networking, with more than 74% of its online population
indulging in it. Singaporeans visit social networking sites on
average 19 times a month.
According to another survey, social networking accounts
for 8% of Singaporeans' time spent online. Facebook is
the most popular social networking site with 48% using it,
followed by Friendster at 43% and Windows Live Spaces
(MSN spaces) at 27%.
(SOURCE: BRAND REPUBLIC/ COMSCORE)
(SOURCE: COMSCORE/ SYNOVATE)
Social networking and forums dominate online activity in
Singapore, representing 10.2% of all Internet visits by
online users.
(SOURCE: OGILVYONE)
Facebook's ubiquity has reached more than 1 million
visitors in Singapore and ranked as the fourth most visited
site. Friendster ranked sixth with 838,000 visitors.
(SOURCE: COMSCORE)
Good news for digital marketers: in one survey, 24% of
Singaporeans said that the online presence of brands
"significantly increases their interest" in them.
(SOURCE: ogilvyone)
More than 2.5 million Singaporeans over the age of 15
went online from home and work, consuming an average of
1,785 pages of web content and spending about 21 hours
per person.
(SOURCE: COMSCORE)
Singapore has the second highest online gaming
penetration (49.6%) in the region.
(SOURCE: COMSCORE)
What Singaporeans Do Online
Features Used
Email Access Adult Sites Access Classified Ads
Access Education Services Access News/Current Affairs
Access News Group/Bulletin Board Blogging/Posting Online Journal
Buy Products/Services
Chat Rooms/Internet Relay Chats
Download Media File
Financial Services
Gather Company Research
Gather Products/Services Info
General Surfing
Instant Messaging
Internet Phone
Job Hunting
Listen to Music
Participate in Auctions
Participate in Social Networking Portals
Play Games
Post Photos Online
Read E-Magazines
Read E-Newspapers
Video Conferencing
Watch Movie/TV/Video
Other
(000) % OF USERS
2,051 55.58%
52
1.41%
240
6.5%
400
10.84%
673
18.24%
97
2.63%
335
9.08%
406
11%
217
5.88%
348
9.43%
560
15.18%
690
18.7%
1019
27.62%
1308
35.45%
1519
41.17%
857
23.22%
174
4.72%
298
8.08%
796
21.57%
86
2.33%
430
11.65%
676
18.3%
258
6.99%
126
3.41%
396
10.73%
118
3.2%
921
24.96%
150
4.07%
(Source : Nielsen Media Index Singapore; All persons 15+)
How Long Singaporeans Spend Online
Singaporean online gamers on average spend 140 minutes
a month on gaming sites.
(SOURCE: COMSCORE)
Google is Singapore's most popular online tool with 80%
of the population using it (2 million visitors). Microsoft's
entities come a close second with a 77% reach (1.9 million
visitors); Yahoo! sites ranked third with a 70% reach (1.8
million visitors).
More than 7 Hours
(000) % OF USERS
246
6.67%
400
10.84%
549
14.88%
415
11.25%
263
7.13%
161
4.36%
97
2.63%
39
1.06%
224
6.07%
(Source : Nielsen Media Index Singapore; All People 15+)
(SOURCE: COMSCORE)
There are as many as 3.2 million Singaporean social media
users, out of an overall population of 4.6 million people.
(SOURCE: OGILVYONE)
Singaporeans spent an average of 21 hours online per
visitor mainly for online communication, entertainment, and
social networking. Instant messaging is the most popular
activity making up for 24% of total minutes, while webbased email accounted for 6%.
The type of digital formats that have made the biggest
impression on Singaporean consumers reliably continues
to be dedicated brands' websites with 54% of users saying
they had seen this used most often by advertisers. They
were followed by sponsored content (49% of users),
banner ads (46%) and pop-ups (33%).
(SOURCE: TNS/ MEDIA)
(SOURCE: COMSCORE)
Singaporeans are most likely to juggle watching TV or
talking on their mobile phones while on the Internet.
(SOURCE: TNS/ MEDIA MAGAZINE)
Singaporeans appear to be big fans of viral marketing. In
a survey asking Singaporean netizens if they had passed
on viral marketing messages, a sizable 70% said that they
had.
Singaporean viral recipients who are most likely to pass
on the messages are aged between 35-39, 78% of them
saying they have forwarded on viral messages at some
point before.
Display advertising, making up the majority of Singapore's
online ad market, generated US$23.99 million in revenues
in 2008, while search advertising brought in US$17.46
million. In 2009 those numbers are expected to increase
to US$24.63 million and US$23.46 million respectively and
signalling a closing of the gap between display and search
spending.
(SOURCE: YAHOO!/NIELSEN ONLINE)
Looking ahead, search advertising spend is expected to
reach US$25.47 million by 2010, while display advertising
spend is expected to go up to US$26.1 million.
Singapore is projected to experience a 20% or more
growth in search marketing spend in 2009.
(SOURCE: PURPLECLICK)
Singapore's Top 10 Sites
site Total Unique Visitors (000)
Google Sites
2,009
Microsoft Sites
1,929
Yahoo! Sites
1,757
FACEBOOK.COM
1,128
848
FRIENDSTER.COM
838
CBS Interactive
529
Apple 515
Ask Network
510
WordPress
475
79.6%
378
76.5%
837
69.7%
162
44.7%
132
33.6%
14
33.2%
63
21.0%
9
20.4%
3
20.2%
5
18.8%
2
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons 15+ at Singapore Home/
Work Locations)
Singapore's Top Online Gaming Sites
site
Y8.COM
Nexon Corporation
Travian Games
MINICLIP.COM
WildTangent Network
% Reach
9.7%
7.8%
7.8%
7.0%
6.3%
Work Locations)
Singapore's Top Online Retail Sites
site
Amazon Sites
SINGTELSHOP.COM
Hewlett Packard
Yahoo! Shopping
Dell
GMARKET.COM.SG
Samsung Group
% Reach
31.6%
23.2%
11.1%
8.9%
8.8%
5.8%
4.4%
4.3%
4.3%
4.2%
Singapore's Top Technology News Sites
SITE CNET
HARDWAREZONE.COM
ZDNet
Bestofmedia Group
AOL Tech
Imaginova Network
Comment Ca Marche
% Reach
27.8%
26.4%
5.0%
3.7%
3.1%
3.1%
2.3%
1.7%
1.7%
1.7%
Singapore's Top Entertainment Sites
SITE YOUTUBE.COM
CBS Interactive
MediaCorp
imeem
Gorilla Nation
Viacom Digital
Metacafe
MSN Video
Yahoo! Movies
% Reach
79.0%
43.1%
35.6%
32.9%
28.6%
28.1%
26.4%
18.3%
18.1%
17.7%
Top 20 Advertisers Using Digital Media in Singapore
Advertiser
Singtel
Nokia
Starhub
Citibank
McDonald's
Singapore Airlines
Sony
DBS
M1
Nike
Coca Cola
Visa
Hewlett Packard
HSBC
Samsung
OCBC
KFC
UOB/OUB
Mastercard
Dell
% of users
71%
66%
66%
65%
64%
62%
62%
61%
59%
59%
59%
57%
57%
56%
55%
55%
54%
53%
53%
51%
media?)
Trust in Media Channels in Singapore
Media channel
46%
30%
26%
22%
22%
17%
17%
TV ads
15%
Newspaper ads
15%
14%
Magazine ads
14%
14%
14%
Email newsletters
13%
13%
12%
12%
Radio ads
11%
10%
9%
7%
Ads in video games
6%
6%
Ads via mobile SMS
6%
6%
Types of Digital Media Seen Being Used
Media
Dedicated websites
Sponsored content
Banner ads
Email
Pop-up ads
Mobile phones
Ads in video games
Other
(SOURCE: TNS/Media)
% of users
54%
49%
46%
45%
33%
23%
5%
4%
12%
❚ MOBILE
Nearly all Singaporeans, 96% of them, own a mobile
phone.
Security is important for Singaporean online shoppers,
with more than three quarters (77%) of them considering
a secure online payment facility the most important factor
when making online purchases.
(SOURCE: SYNOVATE)
Singaporeans use their mobile phones almost equally for
making phone calls (40%) and texting (45%); MMS (2%)
and Internet access (3%) on mobile phones have yet to
take off in the country.
(SOURCE: UNIVERSAL MCCANN)
Singapore's online shopping population is expected to reach
1.8 million by 2010.
The city state's online shopping market is expected to
generate US$6.6 billion in revenues by 2010.
Singaporeans love talking on the phone: they spend around
two hours each day talking on the phone and around one
hour on their mobiles.
(SOURCE: SYNOVATE)
Singaporean online shoppers like to plan their purchases
rather than buy on a whim, with only 10% of them making
frequent opportunistic purchases.
Affluent Singaporeans use their mobile phones as a 'third
screen'. 95% use them to send and receive text messages
(the region's highest) and 37% are likely to watch live
video on them.
❚ CASE STUDY
(SOURCE: SYNOVATE)
Singaporeans are fans of convergence, preferring one
device that meets all needs: 9% own a hybrid mobile
phone, such as a PDA.
(SOURCE: TNS/ SYNOVATE)
Singaporeans are spending more time on the mobile
Internet, their average page views per user growing by
143.6% since January 2008.
(SOURCE: OPERA)
Singapore's Top 10 Mobile Sites
1. google
2. facebook
3. youtube
4. wikipedia
5. yahoo
6. friendster
7. live
8. my.opera
9. cnn
10.gamejump
❚ E-COMMERCE
Singaporeans love shopping: 80% of them have shopped
online.
Almost two fifths of them (39%) have bought something
online in the past month.
(SOURCE: PURPLECLICK)
Singaporeans are also amongst the highest online spenders
in Asia, spending on average US$3,480 online over the
period of one year, ahead of Japan, South Korea and Hong
Kong.
(SOURCE: VISA)
Around 10% of Singapore's online users bank over the
Internet.
(SOURCE: ZDNET)
Client: Coolserve
Agency: PurpleClick
Campaign: Tactical customer acquisition campaign
Objective: Increase traffic and leads.
Strategy: Kick off Yahoo! Search Engine Marketing (SEM)
in Jan 2008. After its success, PurpleClick was officially
appointed to manage COOLSERVE's Google Adwords
account. For a tactical customer acquisition campaign,
PurpleClick recommended banner ads on Yahoo! pages on
a cost-per-acquisition model, ensuring that COOLSERVE®
pays only when user signs up for a free housecall.
Results: • Yahoo! SEM: Over 5,000 leads generated in six
months, 20% increase in website hits & 100% increase in
website hits thereafter.
• Google SEM: 13,995 leads generated in three months.
Through optimizing campaigns & using the same monthly
budget, cost-per-click of SEM is lowered by 40% & traffic
increased by 40%.
• Yahoo! banner ads: More than 95% sales conversion
Increased salesperson productivity from online leads
Lowered operational costs for 24-hour shopfront.
SOUTH KOREA
Gyeongbok Palace (Gyeongbokgung), Seoul
❚ DEMOGR APHICS
South Korea is one of the most wired countries in the
world: 76.1% of its citizens are online. Of those connected,
97.17% access the Internet from home.
(SOURCE: Internet WORLD STATS/ WORLD BROADBAND STATISTICS REPORT)
More than three quarters (78.4%) of South Korean Internet
users log on every day.
(SOURCE: NIDA)
South Korean Internet users spend on average 13.7 hours
online a week.
(SOURCE: NIDA)
More than 98% of South Koreans aged between 10 and
40 are Internet users - that's 99.9% of 10-19 year olds,
99.7% of those in their 20s and 98.6% of people in their
30s.
(SOURCE: NIDA)
South Korea had 36.8 million Internet users by the end of
2008, 15.3 million of which were broadband subscribers,
with the addition of 210,000 new subscribers in Q4 alone.
(SOURCE: Internet WORLD STATS/ WORLD BROADBAND STATISTICS REPORT)
There were 27.68 million unique online visitors in South
Korea in February 2009.
(SOURCE: COMSCORE)
South Korean spend the longest times online than any
other Asian nation, averaging 1586.5 minutes online during
February 2009.
(SOURCE: COMSCORE)
South Koreans also pay more online visits than anyone else
in the region, the average user going online 48.9 times
during February 2009.
(SOURCE: COMSCORE)
South Korean Internet Users 2008
% of users
Sex
Male
81.64%
Female
71.5%
Age
3-9
82.2%
10s
99.9%
20s
99.7%
30s
98.6%
40s
82%
50s
48.9%
60s+
19%
Occupation
Professionals/Managers
Office Workers
Services/Sales
Production Workers
Students
Housewives
98.7%
99.6%
75.6%
52.3%
99.9%
63.4%
Education Level (Students)
Elementary School
Junior High School
High School
College
99.8%
99.9%
99.9%
100%
Education Level (Graduates)
Elementary and under
Junior High School
High School
College and Above
28.4%
34%
78.2%
97.1%
(SOURCE: KCC)
Why South Koreans Use Instant Messenger
❚ USER BEHAVIOUR
Social networking - and blogs in particular - are no doubt
changing media consumption habits. In South Korea,
leading the world in digital trends, 77% of its online users
read blogs every week compared to just 58% that read the
mainstream press.
(SOURCE: SYNOVATE)
There were an estimated 27.85 million social media users
in South Korea in 2008.
(SOURCE: OGILVYONE)
South Koreans love going to vertical blog forums for
information-gathering and sharing. Portals like Naver (31
million visitors a month) and Daum (29 million visitors a
month) are most popular.
(SOURCE: OGILVYONE)
Reason
Chatting for Socializing
Information Search
Sending/Receiving Emails
Visting Blog/Minihompy
Sending SMS
File Transfer
Chatting for Work
Shopping News Article
Game/Fortune Telling etc
Financial Services (Banking/Securities)
(% of users)
75.1%
36.4%
36.1%
35.1%
33.3%
25.5%
21.3%
18.1%
17.9%
16.4%
7.5%
(SOURCE: KCC; multiple response)
Why South Koreans Read Blogs
Reason
Purpose of Using Blog Socialising
Getting on Personal Interests (Hobby/Leisure)
Watching Interesting Text/Photo/Video)
Getting Daily Information
Getting School/Work related Information
Finding out the Blog Owner
Expressing/Sharing Opinion on Current Issues
Shopping/Searching for Products/Information
(% of users)
64.2%
40.3%
38.7%
36.6%
23.7%
8.1%
7.6%
6%
(SOURCE: KCC)
More than 10.7 million South Koreans visited online gaming
sites in August 2008.
(SOURCE: COMSCORE)
South Koreans are the most enthusiastic online gamers
in the region, visiting gaming sites on average 13 times
a month and staying for more than three hours (189.6
minutes) each time.
(SOURCE: COMSCORE)
Why South Koreans Blog
Purpose of Having Blog
Socialising
Recording Daily Life
Hobby/Leisure or Sharing Personal Interests
Uploading Interesting Text/Photo/Video
Sharing Work/School related Information
Sharing Daily Information
Self-Expression or PR
Expressing or Sharing Opinion on Current Issues
Economic Activities % of bloggers
60.3%
49.8%
32.6%
27.1%
25.2%
18.2%
10%
2.9%
0.5%
(SOURCE: KCC)
In South Korea, 47% of Internet users had illegally
downloaded at least 55 movies a year, or more than one a
week.
(SOURCE: KOREAN FILM COUNCIL SURVEY 2008)
Bucking a global trend, South Koreans purchase digital
music (50%) more than they use PSP sites (45%) to obtain
music.
South Korea's online advertising market was worth US$10
billion in 2007.
(SOURCE: ZENITH OPTIMEDIA)
Despite the high numbers, South Korea's online ad spend
actually dropped 20% end of 2008.
Online music (63%) accounts for most of South Korea's
digital music revenues - 37% comes from mobile music.
(SOURCE: EMARKETER)
The Internet is expected to attract 10% of South Korea's
total ad spend by this year.
Blogging has captured the imagination of South Koreans
- 84% of online users are blog users, with 99% of online
users in their 20s and 30s checking them out.
(SOURCE: KOREANCLICK/KOREA NATIONAL STATISTICAL OFFICE)
NHN 21,972
Lycos Sites
20,109
SK Group
17,338
CyWorld
16,567
gretech
13,570
KT Group
11,792
Yahoo! Sites
10,414
Microsoft Sites
10,140
JMnet (JoongAng Media Network)
9,497
eBay
9,385
Game portals attract more than 12 million South Koreans
every month.
(SOURCE: PEARL RESEARCH)
What South Koreans Do Online
Activity
Leisure Activities (Music, Game, e-Book)
Getting Information or Data
Communicating (Email/Messenger)
Internet Shopping and Selling
Education and Learning
Online Club/Community
Managing Homepage (inc Blog)
Financial Transaction
Electronic Civil Affairs
Software Download/Upgrade
Job Search (Online Resume/Job Application)
(SOURCE: KCC; multiple response)
(% of users)
92.9%
89%
85.2%
56.2%
55.2%
49.1%
43.1%
35.4%
10.4%
9.3%
3.9%
South Korea's Top 10 Sites
79.4%
6,159
72.6%
3,100
62.6%
1,100
59.8%
4,992
49.0%
1,029
42.6%
368
37.6%
1,249
36.6%
524
34.3%
61
33.9%
331
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons 15+ at Home/Work
Locations)
South Korea's Top Online Gaming Sites
site Netmarble
Nexon HANGAME.COM
buddy Game
Travian Games
% Reach
13.6%
13.2%
12.8%
2.6%
2.4%
Locations)
South Korea's Top Online Retail Sites
site GMARKET.CO.KR
Naver.com Shopping
Samsung Group
11ST.CO.KR
Interpark
SHINSEGAE.COM
ALADDIN.CO.KR
GSESHOP.CO.KR
LOTTEIMALL.COM
LOTTE.COM
% Reach
49.9%
47.9%
37.9%
31.7%
28.8%
25.6%
25.3%
20.6%
19.1%
18.5%
South Korea's Top Entertainment Sites
site GOMTV.COM
PANDORA.TV
TAGSTORY.COM
SBS (Seoul Broadcasting System)
KBS (Korean Broadcasting System)
CBS.CO.KR
Naver.com Movie
MBC (Munhwa Broadcasting Corp.)
Naver.com Video
NOWCOM
% Reach
66.1%
54.5%
45.4%
40.3%
39.7%
39.5%
37.4%
37.0%
35.6%
31.7%
and about 38% have used them for creating pictures and
videos.
South Korea is the second biggest market behind Japan for
electronic payments via mobile, with 19% having used their
phones for this purpose.
Other sources put that figure much higher, as many as
63% of South Korean mobile users could be using their
devices as payment mechanisms.
(SOURCE: 24/7 REAL MEDIA
Wealthy South Koreans use their mobile phones for
more than just making calls. One survey revealed 54%
used them to receive sports results and sports-related
information, 50% would watch live TV on them, 20%
enjoyed making video clips on them.
(SOURCE: SYNOVATE)
South Korea's Top News Media Sites
Domain Joins.com Chosun.com Hankooki.com Mt.co.kr Sbs.co.kr
Unique Visitor (000) 17,382 16,714 15,226 13,665 13,148 Reach (%)
53.8%
51.74%
47.13%
42.3%
40.7%
(SOURCE: KOREANCLICK; April 2009)
(SOURCE: IDC)
Mobile TV has been embraced by the South Koreans, with
30% of mobile users having access to the service.
(SOURCE: OPEN WEB ASIA)
South Korea's Top Auction/Shopping Sites
Domain Auction.co.kr Gmarket.co.kr 11st.co.kr Interpark.com Gseshop.co.kr More than a quarter (25.3%) of the region's mobile gamers
live in South Korea.
Unique Visitor (000)
17,999 17,942 11,595 11,506 8,648 Reach (%)
55.71%
55.54%
35.89%
35.62%
26.77%
(SOURCE: KOREANCLICK; April 2009)
❚ MOBILE
There are about 46 million mobile subscribers in the
country.
(SOURCE: ITU)
South Korea's estimated mobile penetration rate in 2008
was 93.4% and is forecast to reach 96% in 2009.
(SOURCE: RESEARCH ON ASIA)
Around 51% of South Korean mobile users go online via
their devices.
(SOURCE: JP MORGAN)
It is estimated that mobile ad spend in South Korea will
reach US$684 million by 2012.
(SOURCE: BTRAX)
South Koreans use their mobile phones mostly for making
phone calls (45%) and texting (45%); both MMS (5%) and
Internet access (5%) on mobile phones have yet to take
off in the country however.
Having said that, the South Koreans are always open to
using new technology on their mobile phones. About 18%
have used the mobile search function on their phones
South Korean Mobile Internet Users 2008
Sex
Male
Female
Age
12-19
20s
30s
40s
50s
% of users
52.4%
48.6%
78.4%
81.8%
52.6%
31.1%
12.9%
Occupation
Professionals/Managers
Office Workers
Services/Sales
Production Workers
Students
Housewives
Education Level (Students)
Elementary/Junior High
High School
College
Education Level (Graduates)
High School or Under
College and Above
50.2%
66%
42.6%
36.8%
81%
34.5%
72.3%
83.5%
86%
35.4%
58%
(SOURCE: NIDA)
How South Koreans Use the Mobile Internet
Activity
Downloading Ringtones/Wallpapers
MMS
Listening to/Downloading Music (MP3) Mobile Game
Information Search
Emails
Information on Daily Life
Entertainment/Sports
Blog/Minihompy
News
Mobile Banking
Chatting/Messenger
Watching/Downloading TV Programmes
Mobile Coupon
Finding Friends Services
Navigation
Mobile Shopping
(SOURCE: NIDA)
2G Subscribers3G Subscribers
(% of users)
(% of users)
88.2%
89.7%
73.8%
69.4%
56.6%
63%
34%
43.5%
30.7%
30.2%
14.9%
15.5%
8%
13.2%
7.8%
9.4%
7.5%
12.6%
6.3%
9.8%
5.2%
7.8%
5%
8.4%
4.8%
8.6%
3.4%
4.2%
3%
5.6%
3%
5.4%
2.4%
4.8%
Why South Koreans Use the Mobile Internet
South Korean Online Shoppers
Reason (% of total users)
Availability of Internet Access Anywhere
77.1%
Immediate Access to Internet When Needed
63.4%
Relieve Boredom During Spare Time
53.9%
Use Services of Contents Available only in the Mobile Phone Internet
42.9%
Out of Curiosity about New Service or Technology
29.1%
Needed for Study or Work
9%
Unavailability of Wired Internet
6.6%
Sex
Male
Female
Age
12-19
20s
30s
40s
50s
60s+
(SOURCE: NIDA)
How Long South Koreans Spend on
the Mobile Internet
Frequency per Week
Less than 1 Time
1-2 Times
2-5 Times
5-10 Times
10 Times and Over
Length Less than 3 Minutes
3-5 Minutes
5-10 Minutes
10-20 Minutes
20 Minutes and Over
2G Subscribers3G Subscribers
(% of users)
(% of users)
43.2%
18%
29.9%
5.9%
3%
13.6%
16.9%
35.1%
27.3%
7.1%
36.9%
17.6%
30.8%
8.7%
5.9%
11.9%
20.2%
29.6%
25.8%
12.5%
(SOURCE: NIDA)
❚ E-COMMERCE
% of users who shop online
54.1%
68.2%
61%
87.3%
72.4%
41.7%
27%
13.9%
(SOURCE: KCC)
What South Koreans Buy Online
Item
% of users who shop online
Clothing/Footwear/Sporting Goods
66.8%
Music Products
49.5%
Cosmetics/Accessories
32.7%
Books/Magazines/Newspapers
32.2%
Bookings/Reservations
27%
Movies/TV Programmes/Images
24.3%
Computer/Video Games
19.8%
Computer Software
16.3%
Home Appliances/Electronics
15.2%
Food/Groceries
12.9%
Computer Equipment/Parts
11.9%
Toddler/Children Products
9.8%
Travel Products
8.5%
Financial Services
6.5%
Automobile Products
5%
Photographic/Telecommunications/Optical Equipment
3.9%
IT/Telecommunications Services
1.7%
(SOURCE: KCC)
The online retail shopping market is expected to generate
US$114.7 billion in revenues in 2010.
❚ CASE STUDY
South Koreans love to shop online. Among those who have
Internet access, 99.9% have used it to buy something the highest online shopping penetration rate in the world.
Client: Canon
Agency: eMFORCE
(SOURCE: BTRAX)
South Korean shoppers spent US$707.50 on average online
over a three month period in 2008.
While virtually all online South Koreans shop online, they
are not ones to buy things on impulse, with just 10% of
the online population making impulse purchases.
South Korea's Cyworld is the world's second largest music
and video retailer after iTunes.
(SOURCE: OGILVYONE)
South Korea's online music download market has grown
to such an extent that now more music is sold online than
traditional offline channels.
(SOURCE: OPEN WEB ASIA)
More than 50% of South Koreans use online banking.
(SOURCE: 24/7 REAL MEDIA)
More than two thirds (67%) of South Korean online users
in their 20s have paid for digital content. Of those, 91%
bought music and 39% bought community or avatar items.
(SOURCE: RESEARCH AND MARKETS)
The country's online games market will generate US$1.7
billion in 2009.
(SOURCE: PEARL RESEARCH)
Campaign: Canon
EOS 400D Launch
Objective: Drive
traffic to launch site
of Canon EOS 400D
digital camera and
build potential buyer
database.
Strategy: Use an
existing TVC as
effectively as possible.
Create interest among
25 to 34 year-olds.
Details: Expandable banners featuring the TVC ran on
Windows Live Hotmail. The banners were backed by text
ads and a half banner on Windows Live Messenger, and
premium text ads, box banners on the MSN homepage.
A competition on the launch site to win a camera asked
viewers to guess the identities of 13 silhouettes of
national celebrities who appeared in the TVC. Another
key placement of the campaign included the MSN User
Created Content (UCC) Channel. Users posted comments
on the identity of celebrities, which developed into a virtual
community of interested participants.
Results: • Delivered more than 73 million impressions.
• Returned a value per click of US$0.19, a three-fold
improvement on the average online campaign.
• Encouraged more than 177,000 clickthroughs from the
clip.
• Elicited more than 7,500 views of the TVC.
TAIWAN
Taipei 101 from street level
❚ DEMOGR APHICS
Taiwan has a 68.94% Internet penetration rate.
(SOURCE: TWNIC)
The number of Taiwan online users has now reached 15.8
million.
(SOURCE: TWNIC/ FIND)
By 2013 it estimated that there will be 14.47 million
broadband subscribers in Taiwan.
40-49
50-65
Household Income
Under NT$20,000
NT$20,000-NT$29,999
NT$30,000-NT$39,999
NT$40,000-NT$49,999
NT$50,000-NT$59,999
NT$60,000-NT$69,999
NT$70,000-NT$79,999
NT$80,000-NT$89,999
NT$90,000-NT$99,999
NT$100,000-NT$109,999
NT$110,000 or above
Refused/ Don't Know
1,419
633
14.2%
6.3%
263
458
821
992
1095
950
859
675
362
701
755
2,081
2.6%
4.6%
8.2%
9.9%
10.9%
9.5%
8.6%
6.7%
3.6%
7%
7.5%
20.8%
(Source : Nielsen Media Index Taiwan)
(SOURCE: MINDBRANCH)
The Taiwanese Internet population is quite young: 96.95%
of them are 16 to 20 years old; 90% are between the ages
12 and 35; those above 56 only account for 17.89% of
users.
(SOURCE: TWNIC)
Taiwan had 11.2 million unique online visitors in February
2009. On average they each spent 974.4 minutes online
that month, making an average number of 32.1 visits per
person.
❚ USER BEHAVIOUR
Blogging has become mainstream in Taiwan: 86.6% are
reported to have a read a blog, and 70.9% have created a
blog themselves.
(SOURCE: OGILVY)
Taiwan is a nation of active social networkers, with an
estimated 12.32 million social media users in the country.
(SOURCE: OGILVYONE)
(SOURCE: COMSCORE)
Taiwan's Internet Users 2008
Sex
Male
Female
Age
12-19
20-29
30-39
(000)
% of users
5,341
4,672
53.3%
46.7%
2,339
3,194
2,428
23.4%
31.9%
24.3%
Of Taiwan's social media users, nearly two thirds (63.1%)
maintain their own social networking site. Top social
media activities include uploading photos (69% of users),
watching videos (89.25%) and downloading podcasts
(33%).
(SOURCE: OGILVYONE)
The Taiwanese are the second most enthusiastic online
gamers in the region, visiting gaming sites 15.5 times a
month and staying for an average of 151 minutes.
(SOURCE: COMSCORE)
What the Taiwanese Do Online
Activity
Email
Instant messenger
Voice over IP
Online shopping
Ordering tickets
Auction
MMPOG
Online leisure game
Downloading software
Downloading MP3/music/video
Downloading mobile graphics/ringtones
Internet bank/credit card service
Internet broker service
Sending message to mobile phone
Chat room/mating/making friends
BBS/ forum/community
Reading news
Reading magazines
Seeing movies
Watching web TV
Listening to online radio
Listening to online music
Searching staff/job
e-card
Creating blogs/albums/uploading videos
Browsing blogs/albums/ videos
Fortune/horoscope/mental test
E-government service
Searching or collecting information
Subscribing e-paper
Browsing
Reading novels/comic books
Other
(000) % of users
8,130
46.4%
6,453
36.8%
779
4.4%
4,746
27.1%
1,501
8.6%
4,388
25%
2,391
13.6%
3,650
20.8%
2,375
13.5%
3,288
18.8%
722
4.1%
619
3.5%
1,535
8.8%
414
2.4%
3,180
18.1%
3,080
17.6%
6,745
38.5%
629
3.6%
1,651
9.4%
335
1.9%
401
2.3%
2,832
16.2%
807
4.6%
272
1.6%
2,380
13.6%
5,668
32.3%
2,260
12.9%
572
3.3%
10,019
57.2%
348
2%
4,374
24.9%
1,275
7.3%
19
0.1%
(Source : Nielsen Media Index Taiwan)
Taiwan is the third largest online advertising market in the
region with annual sales averaging $1.1 billion.
(SOURCE: BTRAX)
The Internet is expected to attract 10% of Taiwan's ad
spend by the end of the year.
A total of 13,918 online ad banners were run by 1,144
advertisers in a total of 5,649 campaigns in Taiwan the
second quarter of 2008.
Pizza hut
HSBC
VISA
Toyota
Vibo
Tsann Kuen
Far Eastern Telecommunications
Lay's
Mitsubishi
54%
54%
52%
51%
51%
49%
46%
46%
46%
media?)
Taiwan's Top 10 Sites
Yahoo! Sites
9,248
Microsoft Sites
6,539
Google Sites
6,288
PChome Online
3,729
Chunghwa Telecom
3,365
YAM.COM
3,047
XUITE.NET
2,520
PIXNET.NET
2,387
MYFOXY.NET
2,235
SINA 2,156
82.6%
2,985
58.4%
1,700
56.2%
446
33.3%
82
30.1%
81
27.2%
74
22.5%
25
21.3%
19
20.0%
15
19.3%
44
(SOURCE: ComScore Media Metrix; February 2009; Audience: All Persons 15+ at Taiwan Home/Work
Locations)
Taiwan's Top Online Gaming Sites
site Nexon Yahoo! Games
I-GAMER.NET
MSN Games
MINICLIP.COM
% Reach
5.3%
4.5%
4.0%
2.2%
1.7%
Locations)
Taiwan's Top Online Retail Sites
Yahoo! Shopping
Pchome Shopping
BOOKS.COM.TW
PAYEASY.COM.TW
Pchome Store
Amazon Sites
MONDAY.COM.TW
SHOPPING99.COM
SOFTKING.COM.TW
52.1%
29.5%
28.1%
15.8%
15.7%
15.5%
14.6%
10.3%
9.8%
9.4%
Taiwan's Top Entertainment Sites
YOUTUBE.COM
Yahoo! Movies
IM.TV
Pchome Photo
Yahoo! Music
CBS Interactive
PPStream
Tudou Sites
Sony Online
FUNP.COM
% Reach
47.9%
30.5%
22.3%
22.2%
21.3%
21.0%
17.6%
16.8%
15.4%
14.9%
(SOURCE: THE NIELSEN COMPANY/ BRAND REPUBLIC)
Trust in Media Channels in Taiwan
Viral marketing techniques seem to work well in Taiwan.
Nearly four-fifths (79%) of Taiwanese online users have
received a viral message at some point and nearly half
(49%) of them have passed it on.
(SOURCE: TNS/MEDIA)
Top 20 Advertisers Using Digital Media in Taiwan
Advertiser
7-11
McDonald's
Coca Cola
Nike
KFC
Nokia
ChungHwa Telecom
Taiwan Mobile
Citibank
Heineken
Sony
% of users
76%
75%
65%
63%
63%
62%
61%
60%
58%
58%
55%
Media channel
56%
23%
20%
19%
19%
18%
17%
14%
14%
13%
TV ads
13%
13%
13%
Magazine ads
12%
Newspaper ads
12%
10%
Email newsletters
10%
10%
9%
Radio ads
8%
7%
Ads via mobile SMS
Ads in video games
7%
6%
5%
5%
❚ MOBILE
❚ E-COMMERCE
Taiwan's e-commerce market was expected to be worth
NT$243 billion (US$7.29 billion) in 2008, up 32.3% from
2007.
(SOURCE: MARKET INTELLIGENCE CENTER)
Taiwan's mobile penetration has surpassed 110%.
(SOURCE: BUDDECOMM)
Fashion and beauty are the two dominant segments in
Tawain's online shopping market, with compound average
growth rates of 88% (fashion) and 49% (beauty).
(SOURCE: MARKET INTELLIGENCE CENTER)
At the end of 2008, Taiwan had more than 25 million
mobile subscribers.
Of Taiwan's mobile population, 10.9 million own 3G devices.
More than two fifths (21.6%) of Taiwan's population over
the age of 12 have used mobile Internet services before,
with another 9.4% accessing the web via their PDAs.
(SOURCE: 2008 Digital Divide Survey)
For Taiwanese mobile Internet users, downloading
ringtones (38.36%) and browsing (21.14%) are the most
popular activities.
(SOURCE: OGILVYONE)
One survey revealed that the Taiwanese, aside from using
their mobile phones for chatting and instant messaging
(84%), more than half of the population (53%) would be
interested in watching live video on them.
(SOURCE: SYNOVATE)
What the Taiwanese Buy Online
Item
Clothes/Accessories/Cosmetics/Care Products
Books/Magazines
Restaurants/Plane Tickets/Train/Bus Tickets, etc
Household Goods
3C Products
Computers/Peripheral Products
Computer Software/Updates
Film/Music
Food
Exhibition Tickets
Financial/Insurance Products
Not Shopped in Past Year
Vehicles/Motorcycle Parts
% of Internet Users
60.6%
49.7%
48.5%
36.3%
32.2%
30.9%
26.8%
18.5%
17.5%
15.3%
13.9%
3.2%
0.3%
How Much Taiwanese Online Shoppers Spend
Amount Spent Over Year
Less than NTD 1,000
NT$1,001-5,000
NT$5,001-10,000
NT$10,001-20,000
NT$20,001-30,000
NT$30,001-50,000
NT$50,001-100,000
Above NT$100,000
Have Not Shopped in Past Year
Do Not Remember Clearly
% of Internet Users
11.1%
35.4%
16.7%
10.8%
6.1%
4.5%
3.4%
2.6%
3.2%
6.2%
Having said that, mobiles phones in Taiwan are still mostly
used for making phone calls (65%). SMS/MMS usage (3%),
and Internet access (2%) on mobile phones have yet to
take off in the country.
Taiwan's mobile sector earned NT$243 billion (US$7.2
billion) in 2008, with improved services and products from
operators. Mobile data services increased to over 20%, up
from only 2% in 2000.
(SOURCE: BUDDECOMM)
The ARPU (average revenue per user) for 3G services,
while dropping, was still 35% higher than for 2G.
(SOURCE: BUDDECOMM)
Taiwan's Mobile Internet Users
Age
12-14
15-20
21-30
31-40
41-50
51-60
61-64
65+
% of Age Group Using Mobile Internet
23.5%
43.7%
58%
48%
32.2%
26.7%
23.8%
17.7%
❚ CASE STUDY
Client: Intel
Agency: MRM Worldwide - Asia Pacific
Campaign: Intel® Centrino® 2 Heart of The Matter
Objective: "Make the processor relevant again."
Strategy: MRM took the non-traditional approach of
creating an online-only feature film called "Heart of the
Matter".
Details: Starring two of Taiwan's biggest stars and
distributed exclusively online, the three-part "webisode"
series managed to engage and entertain our target
audience beyond typical advertising. Viewers were then
invited to enter a competition where they could win a
laptop.
Results: • In just over two weeks, in excess of 50 million
ad impressions were served with a substantial click-through
rate.
• The film pulled in over 200% higher traffic to the Intel
What's Inside You page located on Intel.com.
• During the first two weeks, the videos were viewed by
more than 100,000 people.
• The first week alone saw an impressive 239% growth
in Intel Corporate site visits and a 236% increase in page
views.
• Over half of all visitors entered the contest, with an
overwhelming 84% getting the correct answer and 90%
submitting their emails to enter.
THAILAND
Grand Palace, Bangkok
❚ DEMOGR APHICS
In 2008 there were around 15 million Internet users in
Thailand, out of a total population of 63.39 million, giving
the nation an Internet penetration rate of around 23.7%.
(SOURCE: THE NATION)
Thailand's Internet penetration rate is expected to hit
27.9% by 2010.
Age
12-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65-69
70+
158
279
159
456
317
545
239
625
158
439
840
227
557
1139
691
(000) % of users
4,076
4,144
49.58%
50.41%
1,125
2,195
1,205
1,168
683
531
417
439
263
132
36
18
7
13.68%
26.7%
14.66%
14.21%
8.31%
6.46%
5.07%
5.34%
3.2%
1.61%
0.44%
0.22%
0.09%
❚ USER BEHAVIOUR
Windows Live is popular with Thais. Nearly two thirds of
the country's online population use it (nine million users),
spending a cumulative 2.4 billion minutes online on MSN
messenger.
(SOURCE: MICROSOFT)
Thailand had an estimated 10.73 million social media users
in 2008.
(SOURCE: OGILVYONE)
(Source : Nielsen Media Index Thailand; All persons 12+)
More than half (55.3%) of Thais living in Bangkok go
online to look for news-related content.
Thailand's Online Users, by Income
Household Income Less than THB4,000
THB4,000-4,999 Per Month
1.92%
3.39%
1.93%
5.55%
3.86%
6.63%
2.91%
7.6%
1.92%
5.34%
10.22%
2.76%
6.78%
13.85%
8.41%
Thailand's Internet Users 2008
Sex
Male
Female
THB75,000+ Per Month
(000) (% OF USERS)
452
5.5%
283
3.44%
356
4.33%
302
3.67%
(SOURCE: OGILVYONE)
Blogs are also a significant part of the social media space
in Thailand with 84% of Internet users claiming to write or
participate in a blog.
(SOURCE: OGILVYONE)
Thailand has 2.4 million registered online social networkers,
growing at a rate of 20% per month. Of them, 78% are
aged between 18 and 34.
(SOURCE: OGILVYONE)
How Long Thais go Online
More than 7 Hours
(000)
723
2,674
2,608
1,388
567
210
177
94
193
% OF USERS
8.33%
30.8%
30.04%
15.99%
6.53%
2.42%
2.04%
1.08%
2.22%
(000)
6,782
106
1,723
1,131
642
179
234
1,293
1,702
1,656
1,034
3,069
861
2,840
316
1,120
944
127
2,721
201
90
310
262
227
1,686
2
% OF USERS
78.12%
1.22%
19.85%
13.03%
7.4%
2.06%
2.7%
14.89%
19.61%
19.08%
11.91%
35.35%
9.92%
32.72%
3.64%
12.9%
10.87%
1.46%
31.34%
2.32%
1.04%
3.57%
3.02%
2.61%
19.42%
0.02%
What Thais do Online
Activity
Email
Internet Telephone
Product Info
Company Info
Purchase Product
Perform Financial
International News
Local News
Read e-Newspaper
Read e-Magazine
Listen to Music
Watch Movie/TV Programme
Play Games
News Group/Bulletin Boards
Internet Relay Chat Job Hunting
Video Conference
Education Services
Classified Ads
Auctions
SMS
TV on Demand-Drama
TV on Demand-Music
For Chat (MSN/Yahoo/Skype)
Other
Online display ad spend in Thailand came to an estimated
US$8.77 million in 2008 and is expected to reach US$12.65
million this year. Search advertising spend meanwhile came
to just US$1.88 million last year, but is estimated it will
reach US$5.97 in 2009.
The online advertising market is still young but growing in
Thailand. Display advertising spend is expected to reach
US$15.94 million by 2010, while search advertising spend
is expected to more than double from 2009 to reach
US$11.63 million.
Viral marketing is a relatively safe bet in Thailand, with
84% of online users having received one at some point and
more than half of them (54%) passing it on. Those most
likely to forward viral messages are aged between 30 and
34, 86% of them having received one at some point, with
nearly two thirds of them (63%) having passed it on.
(SOURCE: TNS/MEDIA)
Online advertising is still in its infancy in Thailand,
accounting for just 1.1% of the total 92 billion baht (US$2.56
billion) ad market.
(SOURCE: 2008 MEDIA OUTLOOK/ GROUP M)
Despite the low numbers, Thai businesses do believe in
the Internet's advertising potential. In one survey, 61%
of them thought the Internet was worth considering for
their marketing needs. This sentiment is shared by both
big-sized firms (501-1000+ employees) and medium-sized
enterprises (50-500 employees).
(SOURCE: OGILVYONE/MSN/ BRAND AGE)
Thailand's overall online advertising expenditure is expected
to increase to 5% of total ad spend this year.
Top 20 Advertisers Using Digital Media in Thailand
Advertiser
Nokia (Thailand)
Sony (Thailand)
Toyota Motor Thailand
Thai Samsung Electronics
A.P. Honda Pepsi Cola (Thai) Trading/SermSuk
KFC
Nike
Coca Cola (Thailand)
Canon
Siam Commercial Bank
Pizza hut
Kasikorn Bank
Lay's
VISA
Heineken
Citibank
McDonald's
Dutch Mill (Thailand)
Adidas
% of users
90%
78%
73%
73%
72%
71%
71%
71%
68%
68%
67%
65%
63%
63%
62%
60%
60%
59%
58%
58%
media?)
Trust in Media Channels in Thailand
Media channel
45%
47%
42%
36%
TV ads
29%
29%
28%
25%
22%
Magazine ads
22%
Email newsletters
21%
20%
20%
20%
19%
Newspaper ads
19%
19%
18%
15%
Radio ads
12%
11%
11%
10%
Ads via mobile SMS
9%
Ads in video games
8%
(SOURCE: MICROSOFT)
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❚ MOBILE
Thailand has had nearly 9 million new mobile connections
over the last year giving it a total of 61.9 million
subscribers.
(SOURCE: ITU)
Mobile penetration rates in Thailand are high at 82%.
By 2010, Thailand's online shopping penetration rate should
reach 57.5%, representing 10.5 million people.
The Thais are the "least active" online shoppers in the
region, on average only making online purchases 1.8 times
in a three month period.
(SOURCE: OGILVYONE)
The Thai youth love talking on their phones, accounting for
70% of mobile usage.
Thais spend the least amount on online purchases too,
compared to their Asian peers, totalling US$406.30 on
online shopping in a three month period.
(SOURCE: OGILVYONE)
The Thais have embraced mobile technology with open
arms. According to one survey, 57% of elite Thais said that
they had used their mobile devices to watch live TV, while
18% enjoyed making video clips with them.
Security could be the reason Thais are reticient about
shopping online - three quarters of them said they are
reluctant to shop online because they fear making online
transactions are unsafe.
(SOURCE: SYNOVATE)
Thailand is in the top 10 countries in the world for data
usage on mobile phones through General Packet Radio
Services (GPRS) connections.
Thailand's online shopping market should generate US$20.
billion by 2010, up from US$5.9 billion in 2007.
(SOURCE: MICROSOFT)
Bangkok has the greatest density of users of both
computers (40.2%) and the Internet (29.9%) in Thailand.
(SOURCE: MICT)
Mobile Internet in Thailand - a market worth US$798
million - continues to develop with the service now
available in main cities. Non-voice communications is set to
expand by 40% this year.
(SOURCE: OGILVYONE)
Thailand's mobile Internet population has grown by 116.3%
since January 2008.
(SOURCE: OPERA)
Thai mobile Internet users are spending more time on
mobile sites, their number of page views increasing by
217.9% since January 2008. Thai mobile Internet users
currently average 164 page views per visitor.
(SOURCE: OPERA)
Thailand's Top 10 Mobile Sites
1. hi5
2. google
3. gamejump
4. live
5. manager
6. my.opera
7. pantip
8. livescore
9. youtube
10. bloggang
❚ CASE STUDY
Client: Advanced Info Service (AIS)
Agency: Impaq Interactive
Campaign: MSN Campaign
Objective: Boost brand awareness and promote a new
bundled mobile phone solution to young business users.
Strategy: Generate interest among affluent Thais aged 25
years and older. Boost brand awareness among business
professionals. Drive potential customers to a promotional
microsite.
Details: AIS had used banner advertising in the past to
attract a wide audience. But with a specific demographic
in mind, a new approach was called for. At this point,
Microsoft Advertising entered the conversation. Already one
of the top ten sites in Thailand, MSN was a great location
for engaging tech-savvy Thais. Ads on the MSN homepage
directed traffic to a specially built Smart Solutions microsite,
packed with details of products and services and offering
a hotline for purchase enquiries. To maximise traffic,
supporting banners also ran on Windows Live Hotmail, and
Windows Live Messenger.
Results: • The campaign generated 39 million impressions.
• Registered more than 194,000 leads.
• Boosted sales by 80%.
• Drove down cost per lead by 66%.
• Created strong brand awareness.
❚ E-COMMERCE
Thailand has one of the lowest online shopping penetration
rates in the region, with 43% of the online population
showing a likelihood of making online purchases.
VIETNAM
Rice fields on Cat Ba Island in Halong Bay, northern Vietnam
❚ DEMOGR APHICS
Vietnam has about 20.8 million Internet users.
While broadband services in Vietnam are still in their
early stages (7% penetration), the number of broadband
subscribers rose by 49% in the first 10 months of 2008 to
reach 1.9 million users.
(SOURCE: OGILVYONE/ MIC)
By 2010 the country's online population is predicted to
have grown to 30 million people.
(SOURCE: SAIGON TIMES/YAHOO!)
By the end of 2008 Vietnam was predicted to have two
million broadband subscribers.
(SOURCE: INTELLASIA
More than 20% of the population living in major cities is
now online.
(SOURCE:TNS)
The Vietnam Post and Telecommunications Group (VNPT) is
set to spend US$1 billion in 2009 to develop its broadband
networks and expand its international bandwidth.
Vietnam's urban home Internet penetration rate was 34%
in 2008.
(SOURCE: INTELLASIA)
(SOURCE: TNS)
It is estimated that one in every three Vietnamese will be
online by 2012.
Vietnamese Internet users are fairly experienced too: seven
in every ten Vietnamese Internet users have been online
for more than three years.
(SOURCE: OGILVYONE)
(SOURCE: OGILVYONE)
Four in ten Vietnamese now go online every week. The
younger population makes up much of the numbers - eight
out of ten 15-24 year olds access the Internet weekly.
Out of 2.1 million ADSL Internet subscribers in Vietnam,
VNPT has 60% market share at 1.3 million customers,
while Viettel services 700,000 customers and FPT 600,000
subscribers; the rest are Netnam, SPT and EVN Telecom
subscribers.
On average, Internet users in Vietnam spend between 2.5
and three hours per session.
By 2013 Vietnam is predicted to have 47 million Internet
users.
(SOURCE: VINAGAME)
❚ USER BEHAVIOUR
As Vietnam has only had Internet access since 1997,
coupled with the fact that the local population is very
young, there is a huge demand for trial and exploration
online. Teen-oriented websites in Vietnam get anywhere
from a few hundred thousand to a few million page views
a month. As a result, Internet usage in Vietnam has been
growing steadily at a rate of 30% a year on average.
Community Websites
Game Online
TV/Video Online
Blog Surfing
Picture Download/Upload
SMS
Chat Room
Compose Blog
Webcam
Forums
Internet Phone/VoIp
Shop Online
E-Banking
50%
46%
43%
38%
30%
29%
27%
26%
21%
20%
14%
4%
3%
(SOURCE: Yahoo!/TNS; Past month Internet users aged 15+)
(SOURCE: OGILVYONE)
In 2008 there was estimated to be as many as 16.12
million social media users in Vietnam.
(SOURCE: OGILVYONE)
Social networking is a favourite pastime amongst
Vietnamese online users. Nearly three quarters (72%) of
18 to 30 year olds, and 43% of the older population use
social networking sites to interact with their friends and
family.
(SOURCE: OGILVYONE)
Vietnam's online advertising market is variously estimated
to be valued at anywhere from US$2.3 million to $8 million.
(SOURCE: YAHOO!)
It is estimated that Vietnam's ad and Internet market will
be generating US$31 million in revenues by 2010 (up from
US$10 million in 2007).
(SOURCE: MARKETING INTERACTIVE/VIETNAM ADVERTISING ASSOCIATION)
Gaming is another trend taking over Vietnam. There are
various estimates of the number of online gamers in the
country, with some indicating that more than half (57%)
of the youth in urban cities are actively playing games on
sites like vinagame.vn.
By 2014 the online advertising market could be generating
as much as US$75 million and will represent 9% of total ad
spend in the country.
(SOURCE: VINAGAME)
(SOURCE: OGILVYONE)
News sites such as 24H.com.vn, dantri.com.vn, vnexpress.
net and vietnamnet.vn account for 6/10 of the most visited
destinations for Vietnamese Internet users.
(SOURCE: OGILVYONE)
Vietnamese Internet users are fans of video-sharing sites
such as Clip.vn and YouTube and ones that offer musical
search like Zing, Baamboo, and 7 sac.
(SOURCE: OGILVYONE)
By June 2008, Clip.vn had more than 1 million subscribers
and with an average of 100,000 hits per day, and over
1,500 videos uploaded daily.
Paid search advertising is predicted to generate US$35
million in revenues by 2014.
(SOURCE: VINAGAME)
It is expected that Vietnam, Indonesia and the Philippines
will be driving 90% of the Internet ad growth in the South
east Asia region in the next five years.
Vietnam's online display advertising spend stood at US$2.31
million in 2008 and is projected to reach US$4.186 million
in 2009. By 2010 display advertising spend is expected to
come to US$6.4 million.
(SOURCE: DIGITAL MEDIA ACROSS ASIA)
Blogging is taking hold in Vietnam - now more than half
(55%) of online users aged between 15 and 25 have their
own blogs.
Search advertising spend in Vietnam was just US$495,000
in 2008 and is expected to reach US$897,000. By 2010
the search market is expected to be generating US$1.37
million.
Nearly 90% of Vietnamese online users living in the
country's biggest cities have read news on the Internet
and 82% have used search engines. Nearly three quarters
of them (73%) have used chat while more than two thirds
(67%) of them have listened to music or downloaded
music.
(SOURCE: VIETNAMNET/ICTNEWS/YAHOO!/TNS)
❚ MOBILE
Vietnam had 30 million new mobile connections in Q42008,
representing a total of 67.2 million subscribers - the
region's seventh largest.
(SOURCE: ITU)
What the Vietnamese do Online: 2008
Activity
News
Search
Instant Message
Music/Video Download
Email
% of online users
89%
82%
73%
67%
58%
Over 80 million mobile subscribers in Vietnam are
subscribed to Viettel (26 million) and VNPT's two
subsidiaries, MobiFone (26 million) and VinaPhone
(20 million).
Mobile penetration in Vietnam is predicted to grow by
270% to reach 46 million mobile users by 2010.
Only 4% of Vietnamese online users in the country's key
cities have banked or shopped online.
(SOURCE: OGILVYONE)
(SOURCE: VIETNAMNET/ICTNEWS/YAHOO!/TNS)
Vietnam's growing youth population with high disposable
incomes has been driving much of the demand for mobile
services in the country. The country's mobile subscriber
base has about 800,000 new additions each month.
The strong take-up of fixed lines is mainly due to reduction
in tariffs introduced in the country in June 2007. As of the
end of September 2008, there were about 13 million fixedlines in Vietnam, reflecting a growth rate of 17.1% from
the previous year.
(SOURCE: MIC)
Vietnam's mobile Internet population has grown by 303.2%
since January 2008.
(SOURCE: OPERA)
Vietnam's current mobile Internet users are becoming more
active too, with the number of page views increasing by
405.2% since January 2008.
(SOURCE: OPERA)
Mobile Internet users in Vietnam average 104 page views
per visitor.
(SOURCE: OPE RA)
There is a marked difference between mobile penetration
rates in urban and rural Vietnam - 84% of urban dwellers
have mobile phones, while only 33% of rural inhabitants
do.
(SOURCE: TNS)
Vietnam's Top 10 Mobile Sites
1. google
2. dantri
3. vnexpress
4. my.opera
5. yahoo
6. gamejump
7. vietnamnet
8. truyenviet
9. thegioididong
10.tuoitre
❚ E-COMMERCE
Vietnam's online retail market is blossoming, with e-stores
now selling everything from motorbikes and mobile
phones to luggage and camping equipment. E-commerce
models like B2B (business to business), B2C (business to
customers), and C2C (customers to customers) are most
popular. (SOURCE: VIETNAM BUSINESS NEWS/ VIETNAM NET BRIDGE)
Vietnam's answer to 123buy - 123mua.com.vn - has about
15,000 e-stores, each stocking more than 100 products.
(SOURCE: VIETNAM BUSINESS NEWS)
❚ CASE STUDY
Client: Unilever Vietnam
Agency: WHO? Digital (with MindShare & JWT)
Campaign: Life Can't Wait (Sunsilk)
Objective: Develop a digitally-led activation campaign that
would invoke consumer engagement and participation with
Sunsilk's global re-branding initiative; "Life Can't Wait";
a campaign that aimed to convince women around the
world to find inspiration from the real life "Life Can't Wait"
moments of famous icons, Madonna, Marilyn Monroe and
local singer, Ho Ngoc Ha.
Strategy: A natural continuation of the "Icons" brand
campaign, the digital activation inspired 20-something girls
to come online and "Iconise" themselves by creating their
own "Life Can't Wait" Billboard. This was the first phase in
a nationwide search for Vietnam's next inspiring icon.
Details: Using a custom-built "Iconise Me!" application,
users created their billboard by uploading a photo of their
face, which was then transformed into an illustration.
Next, they chose
their ideal hairstyle,
expressed their Life
Can't Wait philosophy
in the form of a
headline, added their
photos and chose
their colours. The
result was a custommade poster that
resembled the poster
artwork from the ATL
campaign. Posters
were displayed in an online gallery on the site, and also
pulled to 3rd party sites as banner ads (media managed
by MindShare) to create deeper engagement and heighten
the sense of immediacy. Eight weekly finalists were chosen
and their Life Can't Wait story was embellished in the form
of a radio show (conceptualised by JWT). At the end of
the eight-week entry phase, the girls were flown to HCMC
to create their own TVC to complete their Life Can't Wait
campaign. In the final phase of entry, the three elements
(Billboard, TVC and Radio) came together on a blog page
for each of the finalists, and the public was invited to come
online and become a fan. Message boards and sessionbased chat boxes enabled the finalists to converse with
their fan base in real time. The winning finalist (collectively
selected by the public and by Sunsilk) spent an indulgent
PR day with Ho Ngoc Ha.
Results: • Over a quarter of a million people visited the
website during the campaign period.
• Over 4,000 hopefuls registered to become an icon.
• More than 9,500 people became a fan of the icons in the
final phase.
• A substantial amount of online PR and word of mouth.
In one survey that polled 1600 companies in Vietnam,
75% said that they generated more than 5% of their total
revenue from e-commerce.
(SOURCE: VIETNAM MINISTRY OF INDUSTRY AND TRADE)
ADMA Membership Directory
❚ PATRONS
Aha! Research
Globe7 Hong Kong
Right Media
www.aharesearch.com
Tel: +852 3105 0313
www.globe7.com
Tel: +852 37513292
www.rightmedia.com
Tel: +1 212 710 3600 Tel: +852 2159 7745
Main Representative: Peter Steyn, Managing Director
Main Representative: Ling Kwan, Senior Business Development Manager,
Asia Pacific
Main Representative: Denise Colella, VP, International
Globe7 is a pioneer in digital information and online communications,
specialising in Voice-over-Internet-Protocol (VoIP) applications, hosting
video contents, sharing files, Instant Messaging, Games, and a Chineselanguage social networking website.
Xiaoming Shao, Director, Strategic Accounts
Aha! Research is an independent full-service online market research
company delivering leading-edge solutions to our clients around the world.
We have extensive industry experience and apply the latest research
techniques and technology. Our data collection is primarily through online
consumer panels as well as via client provided email lists, and web-based
surveys. Aha! Research is a member, and follows the 'codes of ethical
practice' and professional standards, of the European Society for Opinion
and Marketing Research (ESOMAR) - a world body of market research
professionals and organisations.
Roger Williams, Director - International Marketing
Right Media, a Yahoo! company, operates the world's largest online
advertising exchange. Revolutionising how online media is bought and
sold, the Right Media Exchange removes many of the traditional trading
inefficiencies, replacing them with an automated auction-based platform.
With 100,000 global buyers and sellers conducting over eight billion daily
transactions, the Exchange enables advertisers, publishers, agencies
and networks to drive greater value and measurability from their online
advertising activities. Right Media has offices in Hong Kong, Singapore and
Tokyo as well as across the US and Europe.
DoubleClick International Asia
Microsoft Advertising
Upstream Asia
www.doubleclick.net
Tel: +852 3760 1888
www.advertising.microsoft.com/asia
Tel: +852 2804 4200
www.upstreamasia.com
Tel: +852 2973 0222
Main Representative: Jayne Leung, Regional Director, Asia
Main Representative: Richard Dunmall, General Manager, Greater Asia
Pacific
Main Representative: David Ketchum, Chief Executive Officer
Kenneth Andrew, Marketing Director, Greater Asia Pacific
Upstream is a full service marketing and corporate communications
network ideally positioned to help companies make the most of business
opportunities in the Asia Pacific region. Our clients look to us to create
and manage multi-disciplinary campaigns, and we provide a full range of
off and online communications solutions, including strategic public relations
counselling, media relations, event management, digital marketing and
Web-based communications services. Upstream primarily works with
clients in three sectors: technology/ media/ telecommunications; consumer/
lifestyle/ travel; and corporate and financial.
Nicole Chou, Business Development Director, Asia
Cindy Burke, Account Director, Asia
Andrew Wong, Rich Media Sales Manager, APAC
DoubleClick is a premier provider of digital marketing technology and
services. The world's top marketers, publishers and agencies utilise
DoubleClick's expertise in ad serving, rich media, video, mobile, search and
affiliate marketing to help them make the most of the digital medium. From
its position at the nerve centre of digital marketing, DoubleClick provides
superior insights and insider knowledge to its customers.
Stephen Dolan, Specialist and Multinational Sales Director, Greater Asia
Pacific
Liam Walsh, Sales Director, Australia
Erik Johnson, General Manager, Greater China Region
Rathin Lahiri, Sales Director, India
Toshihiro Fukutoku, Sales Director, Japan
Paul Mottram, Chief Operating Officer
Min Ho Kan, Sales Director, Korea
Richard Huggins, Sales Director, South East Asia Region
Microsoft Advertising provides world-class advertising tools and solutions for
digital advertisers and publishers to drive brand and consumer engagement.
The portfolio includes all of our digital advertising businesses: our global
media network that includes MSN, Windows Live, Office Live, XBOX, Live
Search, Facebook and more, and our global technology platforms and tools
that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic,
which together create engaging digital advertising experiences for their
consumers. Microsoft Advertising helps make buying and selling media
simple, smart and more cost-effective across media and devices in the
Microsoft network of properties and beyond, which spans 42 markets
globally and 21 languages.
Epsilon International
Orbit Media
Turner Entertainment Networks Asia
www.epsilon.com/international
Tel: +852 3589 6300
www.orbitmedia.com.au
Tel: +61 2 9957 6533
www.turner.com
Tel: +852 3128 3333
Main Representative: Dominic Powers, Senior Vice President, Asia Pacific
Main Representative: Paul Campbell, Managing Director
Adrian Hoon, Vice President, Asia
Orbit Media Australasia ("OMA") is a digital media group that provides
expertise in the creation, production and delivery of interactive and online
media. Founded in 1996, OMA is owned by an experienced group of
marketing professionals, who are supported by highly skilled people in
Australia, Hong Kong, China, Korea and the United States to service a
client base throughout the Asia Pacific region. OMA creates interactive
sales, marketing and training products, builds sophisticated websites and
intelligent online marketing tools integrated with content management
systems. We invest heavily in our knowledge by employing specialist
people of various skills and disciplines to maintain our competitive edge.
Main Representative: Benjamin Grubbs, Regional Director, Interactive
Media
Cynthia Richmond, Vice President, Australia & New Zealand
Tony Cheung, Vice President, China
Regina Leung, Vice President, Marketing, Asia Pacific
Epsilon International is a leading provider of multi-channel, data-driven
marketing technologies and services that deliver measureable results
for clients. Through the combination of our vertical market expertise,
professional services and innovative technologies, we help marketers
acquire, grow and retain profitable customer relationships through highly
targeted and measurable email communication programmes. Our end-toend suite of industry-specific products and services includes scalable email
campaign technology, delivery and creative optimisation, database value
analysis, marketing automation tools, turnkey integration solutions and
other strategic digital marketing services that provide actionable analysis
throughout the customer lifecycle.
Jeremy Carr, Vice President, Regional Entertainment Advertising Sales
Lucien Harrington, Vice President, Branding & Communication
Donald Anderson, Senior Business Manager, Interactive Media
Turner Entertainment Networks Asia, Inc. (TENA) is the entertainment arm
of Turner Broadcasting System Asia Pacific, Inc., a wholly-owned subsidiary
of Turner Broadcasting System. Established in 1994, TENA distributes
Cartoon Network, Turner Classic Movies, POGO and Boomerang as well
as interactive entertainment content in the Asia Pacific region. With these
established entertainment brands, Turner continues to be a leader in the
Asian television marketplace. TBS Inc., a Time Warner company, is a
major producer of news and entertainment product around the world and
the leading provider of programming for the basic cable industry.
❚
CORPORATE MEMBERs
ad:tech
draftFCB China
Google Hong Kong
Nielsen Online
www.ad-tech.com
Tel: +65 9852 0150
www.draftfcb.com
Tel: +86 21 2411 0421
www.google.com.hk
Tel: +852 3923 5400
www. www.nielsen-online.com
Tel: +852 3161 5990
Main Representative: Paul Beckley, Vice President Technology Sector
Main Representative: Gary Tse, Chairman
Main Representative: Caroline Hsu, Head of Public
Communications, Hong Kong Main Representative: Joseph Kam, Commerical Director,
Hong Kong & Taiwan
Julia Kwan, Project Manager, Asia Pacific
Marble Zhang, Strategic Planner
Sharon Ng, Head of Marketing, Hong Kong
Stella Cheung, Account Director, Hong Kong
Lisa Cousens, Regional Development Director, Asia
Pacific
Dow Jones Publishing Company
(Asia)/The Wall Street Journal
Digital Network
The Hyperfactory
OgilvyOne Worldwide
www.thehyperfactory.com
Tel: +852 6331 1383
www.ogilvy.com
Tel: +852 2568 1177
Main Representative: Geoffrey Handley, Co-Founder,
Director New Business Asia Pacific
Main Representative: Sean Rach, Managing Director
Jiang Na, Charis, Content Manager
Admax Network
www.admaxnetwork.com
Tel: +65 6532 2507
Main Representative: Russell Conrad, Regional
Managing Director
Patrick Ko, General Manager
www.asia.wsj.com www.cn.wsj.com
Tel: +852 2573 7121
Mathew Ward, Managing Director, Singapore
Main Representative: Olivier Legrand, General Manager,
Asia
Gilbert Lo, Regional Media Director
Nellie Chan, Regional Digital Advertising Sales Director
Howard Hunt, Regional Business Development Manager
Kitty Wong, General Manager
Eric Ngyyen, Regional Operation Director
Adobe Systems Hong Kong
www.adobe.com
Hong Kong Sales Hotline: +852 2916 2188
Hong Kong Marketing Hotline: +852 2916 2101
Main Representative: Priscilla Tan, Marketing Manager
HK/Taiwan
May Chan, Marketing & Communications Manager
Lok Wai Keung, Business Development Director
ICLP
Omnicom Group
www.edipresse.com
Tel: +852 2859 4406
www.iclployalty.com
Tel: +852 2803 8100
www.omnicomgroup.com
Tel: +65 6876 6842
Main Representative: Barrie Goodridge, Chief Executive
Officer
Main Representative: Melina Chan, Director, Digital
Marketing
Main Representative: Jason Kuperman, Vice President,
Asia Pacific Digital Development
Michel Lamunière, General Manager, Taasty/BRG
Mary Ronan, Strategy Director
Sebastien Lamunière, Regional Business Director
Stephen Hay, Regional Director, Asia Pacific
Louise Kristensen, Interactive Business Director, TBWA\
TEQUILA
Edipresse
Amanda King, President & Managing Partner, Asia
Pacific, Tribal DDB
Richard Fraser, Regional Managing Director, Proximity
eyeblaster
www.agenda-asia.com
Tel: +852 2298 3888
www.eyeblaster.com
Tel: +61 2 8243 0000
Main Representative: Christine Grand,
Senior Strategic Planner
Main Representative: Mick O'Brien, VP Operations,
APAC
Steve Hsia, Group CEO
Jordan Khoo, Sales Director, APAC
Eric Ng, Chief Innovation Officer
Martin Ross, Country Manager, Singapore
Clement Yip, Chief Creative Officer
Griffin Tao, Business Director, Greater China
Huang Zheng, Senior Regional Interactive Marketing
Specialist
BBC.com
G2 Hong Kong
MRM Worldwide
Premiere Global Services
www.bbc.com
Tel: +65 6296 8217
www.g2.com
Tel: +852 2510 6888
www.mrmworldwide.com
Tel: +852 2808 7888
www.premiereglobal.com.hk
Tel: +852 2353 3500
Main Representative: Sunita Rajan, Vice President,
Sales Asia & Australasia
Main Representative: Tony Ip, Managing Director China & Hong Kong G2
Main Representative: Mark Cripps, sAPAC Region
Digital Director
Main Representative: Sandy Yu, Marketing Manager,
Greater China
Terri Seow, Head of Marketing APAC, BBC World News
Dennis Kuek, General Manager
Joan B. Deni, SVP, Managing Director - South Asia
Jasmine Lim, Marketing Manager, Singapore & Malaysia
Tom Bowman, VP International Ad Sales Digital
Keith Ho, Executive Creative Director
Joanne Rigby, Marketing Director, Asia Pacific
Justine Tate, Senior Marketing Manager, BBC.com
Catherine Chan, Account Coordinator
Gloria Lam, Regional Business Development
Director - Asia Pacific
Coremetrics
Grif.inter@ctive
NDS Asia Pacific
Profero
www.coremetrics.com
Tel: +852 8201 0823
www.grifinteractive.com
Tel: +39 039 587343
www.nds.com
Tel: +852 22019153
www.profero.com
Tel: +852 2524 5188
Main Representative: Tony Tsang, General Manager,
Greater China Region
Main Representative: Vessela Nikolova - Vice President
Europe, US & India Area Contact
Main Representative: Jonathan Wong, Marketing
Manager, Asia Pacific
Main Representative: Henry Wood, Business Director
(Hong Kong)
Kevin Mackin, General Manager, Australia and New
Zealand
Penny Wang Yuan Fen, Business Manager Asia
Vanessa Griffiths-Green, Director Marketing & New
Initiatives Asia Pacific
Sabrina Lucini, Business Manager Italy
Johnson & Johnson Vision
Care Asia Pacific
Omniture
AGENDA Group Asia
www.acuvue.com.sg
Tel: +65 6827 6000
Main Representative: Li Ting Low, Senior Regional
Interactive Marketing Manager
www.omniture.com
Tel: +61 2 8211 2707
Main Representative: Marc Gagne, Senior Director
Sales & Client Services, APAC
Andrew Lowe, Channel & Alliances Manager, APAC
Mandeep Sharma, Vice President & General
Manager - India
Marité Curto, Business Manager Latin America
❚
CORPORATE MEMBERS
Pulse MediaTech
SingTel Digital Media
Travelzoo
Wunderman
(previously "WebDNA Interactive")
www.singtel.com
Tel: +65 9728 6299
www.travelzoo.com.hk
Tel: +852 3180 9200
www.wunderman.com
Tel: +65 6295 2018
Main Representative: Xante Koh, Marketing Manager
www.pulsemediatech.com
Tel: +852 28388218
Main Representative: Leonard Chan, Director
Valerie Lim, Marketing Executive
Main Representative: Wayne Chou, General Manager,
Greater China
Main Representative: Michel Mommejat, Regional
Network Development Director, Asia
Rainbow Lau, Advertising Sales Manager
Stephane Faggianelli, President, Asia
Responsys
Sohnar Software
Universal McCann
wwwins Consulting
www.responsys-asia.com
Tel: +65 6327 6560
www.sohnar.co.uk
Tel: +44 208 600 7520
www.universalmccann.com
Tel: +852 2901 8400
www.wwwins.com
Tel: +852 3962 4500
Main Representative: Rob Stanley, Managing Director,
Asia Pacific
Main Representative: Carl Witton, Sales Manager
Main Representative: Pete Mitchell, Regional Director
APAC, Digital
Main Representative: Chris Ryan, Managing Director
Jos Birkin, Director
Anna Chan, Head of Search, APAC
Sonia Tay, Principal Consultant
Huang Zhe, Digital Director, Beijing
Sarah Goh, Marketing & Communications Manager
Dwayne Serjeant, Creative Director
Patrick Xiao, Digital Director, Shanghai
SCMP.com
TIME & Fortune
The Upper Storey
ZUJI
www.scmp.com www.classifiedpost.com
Tel: +852 2565 2222
www.time.com www.fortune.com
Tel: +65 6393 3608
www.upperstorey.com
Tel: +65 6732 8618
www.zuji.com.hk
Tel: +852 2175 5772
Main Representative: Kuok Hui Kwong, Managing
Director and Chief Executive Officer
Main Representative: Andrew Butcher, Publishing
Director, Asia Pacific
Main Representative: Prakash Kamdar, Managing
Director
Ross Settles, Director of Digital Business
Ang Khoon Fong, Associate Publishing Director, TIME
and Fortune, Asia
Euan Wilcox, Business Director
Main Representative: Sean Seah, General Manager
Michael McComb, Director, Marketing and
Communications
Pen Kwok, Business Development Manager, SCMP.
com
Michelle Quah, Marketing Director, TIME and Fortune,
Asia
Frederick Tong, Senior Account Manager
Kitty Pang, Marketing Manager
❚ INDIVIDUAL MEMBERS
1990 Media
www.sdm.vn
Forbes.com
www.forbes.com
Netconcepts China
www.netconcepts.cn
SynXis
www.synxis.com
Representative: Kelvin To, President, SDN
Representative: Sunita Kaur, Regional Director, Asia Pacific
Representative: Allen Qu, Chief Executive Officer
Representative: Melpo Wong, Senior Account Manager,
APAC
AsiaPac Net Media
www.asiapac.com.hk
Representative: Daniel Chan, Business Director
Avary Chong
Representative: Avary Chong
Black Box Productions
www.hiphop2china.tv
Representative: Pierre Larochelle, General Manager
Compass Edge
www.compass-edge.com
Representative: Anita Chan, Managing Director
CultureFish Media
www.culturefishmedia.com
Representative: Lonnie Hodge, Chief Executive Officer
Digital River
www.digitalriver.com
Representative: Elisa Funck, Director of Marketing
Dow Jones Factiva
www.solutions.dowjones.com
Representative: Irene Leung, Marketing Manager, Dow
Jones Content Technology Solutions
Eight Partnership
www.eightpartnership.com
eMarketingEye
www.emarketingeye.com
Representative: Rajitha Dahanayake, Chief Executive Officer
Energy Media Networks
www.energy-web.biz
forumline
www.forumline.com
Representative: Meraj Huda, Founder/Principal Consultant
Frontiers Digital
www.frontiersdigital.com
Representative: Eddie Choi, Managing Director, Asia
Global Market Insite
www.gmi-mr.com
Representative: Stanley Lee, Director
Gravitas
www.gravitas.com.hk
Representative: Ricky Chu, Business Director
Heidrick & Struggles
www.heidrick.com
Representative: Steve Stine
Intel Semiconductor
www.intel.com
Representative: Stephanie Silvester, Retail & Channel
Marketing Director, Asia Pacific
iris Digital, Singapore
www.irisnation.com/digital
Representative: James Robbins, Digital Director
Javacatz
www. javacatz.com
Representative: Catherine Chin, Director
Media Explorer
www.me.com.hk
Representative: Davy Ma, Managing Director
NetInfinium
www.netinfinium.com
Representative: Edwin Tay, Chief Executive Officer
Oriented Media
www.orientedmedia.com
Representative: Matt Harty, Managing Director
Pilot Simple Software
www.pilot.com.hk
Terramillem Capital
www.terramillem.com
Representative: Rupert Purser, Executive Director of New
Media Ventures
Theorem Inc.
www.theoreminc.net
Pitchasia
www.pitchasia.com
Representative: Chandrakanth Nataraju, President
Representative: Rita Vannithone, Director
The Mobile Solutions THETMSWAY
www.thetmsway.com
Pixel Media
www.pixelmedia-asia.com
Representative: Thibaud de Loynes, Asia Development
Director
Representative: Kevin Huang, Chief Executive Officer
Popcorn Media Network
www.popcorn-network.com
Representative: Pannee Ng, Business Director
Quam (HK)
www.quamnet.com www.quamir.com
Representative: Chris Justice, Managing Director
Razorfish (e-Crusade)
www.razorfish.com.hk
www.raxorfish.com.cn
Representative: Venus Lee, Co-Managing Director
SB Consulting
www.sbconsulting.com.hk
Representative: Steve Bruce, Managing Director
SPELL
www.spell.com.sg
Eyeka
www.eyeka.asia
Representative: Melanie Ker
Representative: Wendy Lee, Director
Representative: Alexandre Omedo, Chief Executive Officer
MoniMedia
www.moni-media.net
Synovate
www.synovate.com
Representative: David François, Managing Director
Representative: Lindsay Main, Associate Director, Marketing
Communications
Representative: Stacy Lu, Marketing
Representative: Tim Hay-Edie, Managing Director
Melanie Ker
Representative: Jonathan Hardy, Managing Director
Tektronix
www.tektronix.com
USA Today
www.usatoday.com
Representative: Raymond Suen, Managing Director, Asia
Pacific
Virtual Village
www.virtualvillage.es
Representative: Àlexandre Torres Coll, Senior Account
Manager
Web Wednesday - Asia's Premier Internet Networking
Community
www.webwednesday.asia
Representative: Napoleon Biggs, Founder & Host
WHO? Digital
www.whodigital.com
Representative: Julie Fitzpatrick, Business Director
Zed Digital
www.zenithoptimedia.com
Representative: Ada Wong, General Manager
The Asia Digital Marketing Association (ADMA) has produced this Yearbook to provide basic
information about the digital marketing environments across key Asian markets.
This Yearbook can also be downloaded as a PDF file from our dedicated mini site
www.asiadigitalmarketingyearbook.com
The ADMA has research, guidelines and case studies available for download on its Web site. Visit us at
www.asiadma.com where you can subscribe to our eNewsletter; keeping you appraised on digital
marketing – from events around the region related to digital marketing to informative articles on
the industry to online research being undertaken.
Asia Digital Marketing Association
Tel: +852 8100 9987
Fax: +852 3011 9587
Email: [email protected]
Web site: www.asiadma.com
Design by Sobercyber
© Asia Digital Marketing Association 2009

Digital Marketing Yearbook 2009

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