A tidy summary. All information adapted from http://www.asiadigitalmarketingyearbook.com/ Covers Internet usage trends Digital marketing trends Demographics of internet users in APAC Internet user behavior in APAC Top Sites E-commerce trends Mobile trends Social networking trends

1. Digital Marketing Yearbook 2012
http://www.asiadigitalmarketingyearbook.com
A summary by Stephanie Phua

2. Key Findings

3. Key Findings
• One billion Internet users in APAC
– Of which 623 million access via mobile
– More than half are in China

4. Key Findings
• Profusion of platforms
– Each attract their own
• Distinctive communities
• Patterns of behavior
– Have close to 90% reach
• Social networking sites – 72.2% reach
– More than 300 million users post 100 million
comments and messages every day on Sina Weibo

5. Key Findings
• Remarkable diversity
– Depending on location, income, age, availability of
broadband, use of a smartphone etc., one user’s
experience can be vastly different from another’s.
– Spread across more than 14 countries, with a wide
range of
• Languages
• Cultures
• Online habits

6. Key Findings
• Top 4 Reasons APAC users go online
– Stay up to date on news & events
– Stay in touch with friends
– Research products to buy
– Research for work

7. Key Findings
• Explosion of information
– By 2015, APAC users will be generating 530,000
petabytes of information a year.
• From 67,000 in 2010
• Equivalent to every person on Earth exchanging about 50
newspapers’ worth of information every day
• Factors:
– Dropping costs of storage, new business models
– Online audiences and media becoming increasingly
specialized and focused & growing in scale.

8. Digital Marketing Trends

9. Digital Marketing Trends
• Online ad spend in APAC reached US$24.8 billion in 2011
– Making it the region 2nd only to US (US$34.5 billion)
• Every marketing dollar spent online returns US$1.78
– Exceeding returns of all other marketing media

10. Digital Marketing Trends
• By 2015, APAC is expected to account for 1/3 of all
global mobile ad spend, reaching US$6.92 billion
• India, China, Australia & Japan are expected to
generate US$258 billion in commercial sales in 2012
=
US$258 billion

11. Digital Marketing Trends
• Mobile commerce is on the rise
– 34% of mobile internet users in China & Korea transact via
handheld devices
• Mobile app downloads reached 5 billion in 2011,
generating US$871 million

12. Demographics

13. Demographics Education
Schooling until 16 2.04%
Schooling until 18 14%
Trade / Technical School or College 26.9%
University 46.6%
Post Graduate 10.3%
Work Sector
Financial 4.24%
Retail 5.1%
Professional 4.8%
Health 3.44%
Manufacturing / Engineering / Construction 15.8%
Education 4.36%
Government 3.5%
41.2% 58.8% Police / Armed Forces
Agriculture / Mining
0.34%
1.08%
IT / Internet / Software / Comptuer Services 12.87%
Transport / Logistics / Distrubution 4.2%
Travel / Tourism / Leisure Services 1.7%
Advertising / Marketing / Media 1.45%
Other 14.73%

14. Demographics

15. Demographics

16. User Behavior
14.3hrs
Online / month
14.7hrs 38%
Online / month Of the time
Engaging in online
discussions

17. Trusted Opinions
94% had most confidence in
recommendations from people they knew
76% trusted views of
other’s opinions posted online

18. Trusting Brand Messages
63%
43%
42%
39%
Most confident in Most confident in Most confident in Most confident in
branded websites search engine ads online video ads online banner ads

19. Top Sites

20. E-commerce

21. E-commerce Trends
• Before making a purchase online, 60% of APAC
consumers will turn to online product reviews first
– 81% of Vietnamese online purchasers
– 77% of Chinese online purchasers
– 69% of Thai online purchasers
• India and China will lead APAC’s e-commerce
growth over the next few years
• APAC’s e-commerce powerhouses: India, Australia,
Japan and China, are expected to generate
> US $258 billion in e-commerce sales in 2012

22. Top
Purchases
• Electronic goods
• Clothes
• Shoes
• Books

23. Mobile

24. Mobile Trends
• Countries with the highest mobile broadband
penetration:
– Korea (91%)
– Japan (88%)
• Predicted to increase in India, China and
Indonesia, pushing penetration rates for APAC
to 109% in 2017
• APAC users are generally more savvy and open
to e-commerce than their US & Europe
counterparts

28. Social

29. Social Networking Trends
• 1/3 of the world’s social networkers are from APAC –
est 493.5 million in 2011
– China: 256.5 million
– India: 50.2 million
– Indonesia 34.3 million
– Japan: 39.5 million
– South Korea: 20.7 million
– Australia: 8.8 million
• Social networking penetration rates in APAC stand
at 59.8%, less than the global average of 79.9%

30. Social Networking Trends
• 94% of APAC’s social networkers acces and use
their social media outlets once or more times
every month
• Facebook has > 195 million users in APAC
– 57% of Facebook’s users in Asia come from SEA.
• 51% of APAC’s social networkers do not want to
be bothered by brands
– 34% say that the main reason for following brands
on social networks is to receive discounts /
promotions

31. Time spent
• 1/3 of the world’s social networkers are from APAC –
est 493.5 million in 2011
– China: 256.5 million
– India: 50.2 million
– Indonesia 34.3 million
– Japan: 39.5 million
– South Korea: 20.7 million
– Australia: 8.8 million
• Social networking penetration rates in APAC stand
at 59.8%, less than the global average of 79.9%

32. Time spent
2.7hrs
On social
networking /
day
In total, APAC users spend
about 11% of their time
online on social
networking sites
3.3hrs
On social
networking /
day

34. For more detailed information, please visit
http://www.asiadigitalmarketingyearbook.com