The document provides an overview of the Asian mobile landscape, highlighting several key points:
- APAC has the most mobile subscribers globally, with over 2.5 billion in 2014, and will have 4 times as many smartphone users as Western Europe by 2017.
- Mobile ad spending in APAC will increase to $5.4 billion in 2014, making it the second largest region for mobile internet ad spending after North America.
- Smartphone penetration has increased rapidly across Asia, surpassing many Western markets, though feature phones still dominate in emerging markets.
- Top mobile activities across Asian countries include social networking, messaging, gaming, and music/video. Mobile is also increasingly impacting e-commerce,
2. The world’s largest mobile agency network
Canada
USA
Latam
Mexico
Brazil
Chile
Argentina
Colombia
EMEA
UK
France
Spain
Portugal
Poland
Asia Pacific
India
Philippines
Singapore
Malaysia
Indonesia
China
Vietnam
HongKong
Sydney
The world’s largest mobile agency
network
5. APAC has the most mobile subscribers globally
2011 2012 2013 2014 2015 2016
Source: eMarketer Global Media Intelligence
Report, Sept 2013
• 2.56bn mobile users in 2014
• APAC will have 4x as many smartphone
users as the next largest region by that
measure, Western Europe
2017
6. Mobile Adspend will increase to $5.4 billion in 2014
• 26.2% of all mobile internet ad
spending in the world, making it 2nd
only to North America by this metric.
• Includes spend on mobile ads &
search, and not mobile messaging
8. Mobile Data Usage
Source: Ericsson Mobility Report, Q3 2013
Asia shows highest mobile data
usage due to the number of
subscriptions
9. Growth of apps: Asia shows highest app user base
and app revenue growth in the world
Source: Distimo, December 2013
http://www.distimo.com/publications
10. Smartphone vs Feature Phone penetration
• Developed APAC
nations have higher
smartphone
penetration than
Western markets
• Emerging markets’
smartphone share
increases every year
11. Source: Vserv.mobi and the Mobile Marketing Association
2013; n=3000
Demographics of APAC mobile web users