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Adma digital-marketing-yearbook-2010
1. ASIA PACIFIC
Digital Marketing Yearbook 2010
“ Stay engaged with your customer and flexibly “
follow the trends across multiple platforms.
Edited by Rachel Oliver
www.asiadma.com
3. Contents
❚ ASiA PACifiC 6 ❚ inDoneSiA 34 ❚ SinGAPoRe 54
Essential reading
❚ AUStR ALiA 12 ❚ jAPAn 38 ❚ SoUth KoReA 58
❚ ChinA 18 ❚ MALAySiA 42 ❚ tAiWAn 62
Anytime, anywhere
THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE ❚ honG KonG 26 ❚ neW ZeALAnD 46 ❚ thAiLAnD 66
The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering
unparalleled news and analysis through a variety of print, online and digital platforms.
Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that
target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com
and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow
as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from
the world's most trusted source for global news and analysis.
To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at
wsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.
❚ inDiA 30 ❚ the PhiLiPPineS 50 ❚ VietnAM 70
asia pacific digital marketing yearbook 3
4. • When it comes to making online purchases, Asians Another trend to watch is the balance of paid, owned
2010: Multiple Platforms,
across the board listen closely to their friends. Nearly and earned media. Paid media such as rich media, display,
half (48%) of South Korean internet users said they search and sponsored content remain the dominant forms
had bought something in the past because it was of online marketing expenditure. Companies and brands
continue to trust the control over the media plan and the
Infinite Choices
either discussed or recommended by one of their
online friends, as have 38.2% of Malaysians, 40.4% of content that paid media offers.
Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's Owned media such as corporate websites, brand
and one third of Filipinos. websites and microsites have always been an important
• Mobile shopping is taking hold of the region, with nearly component of the online marketing mix. Now increasingly
eight out of 10 Asian mobile users engaging in some social media such as Facebook pages and Twitter feeds
form of mobile shopping activity in the past year. are being added to the mix (except in China, where they
D
• The Koreans are the top shoppers, with 97% of internet are blocked, and marketers use other similar services).
igital marketing in Asia Pacific in 2010 users say they have shopped online. These owned media feeds provide both controlled content
offers an almost infinite combination of ways • Indians spent the least amount of time online of any distribution opportunities, as well as platforms for customer
to engage customers, participate in their Asian nation, at 11 hours per month. and community interaction.
communities, sell them products and services, • 63% of Singaporeans online watch TV at the same The dynamics of earned media are different, when
and build brands and corporate reputations. time. customers become the channel, and brands have no control
Content can be highly personalised, relevant • Japan leads the pack with mobile social media – more of what is said or shared. However, when brands get
and localised deeply to take into account than 75% of social network users only access the sites positive word of mouth from earned media, it is credible
factors such as language, location, time of via their mobiles. and powerful. Earned media, and to some extent the social
day, past behaviour and stated preferences. • The Filipinos lead the world in SMS, with two billion text media aspects of owned media, have more in common with
The range of available media is staggering, messages sent every day. public relations than traditional advertising.
value-priced, and offers exceptional • Hong Kong people take the instant message crown, After we waded through terabytes of statistics on
targeting. And this year the true "internet spending twice as much time IM'ing as anyone else in platform usage, media consumption, and broadband and
experience in the palm of your hand" is now the region. mobile penetration in order to compile this Yearbook,
available in many urban centres across the • More than half the Asia Pacific region's online population it's easy to see why some marketers lose sight of their
region, thanks to the spread of smartphones, 3G is Chinese, but they are the least prolific users of search customers and become pre-occupied with the technology.
networks, and the applications that run on them. in Asia Pacific. Our hope at the Asia Digital Marketing Association is that
There is a battle of epic proportions going on to • Australians spend more time on social networking this Yearbook helps you get beyond facts and figures, and
determine which platforms will host the majority of online sitesthan anyone else in the world (seven hours a provides you insights that will make you a better and more
users' activities. The days when a portal was a web month) and 27% of all Australians blog. successful marketer.
user's main access point to the internet are long over, At the end of the day, there really is no such thing as a
but it's not yet clear what will take its place. Will the Online advertising spending has rebounded, following digital strategy, just solid marketing strategies that happen
future be driven by search? Social networking? Mobilility? recovery from the recession, and continues to grow. to use digital channels. No one has a crystal ball into what
A device? An application? A browser? Microblogging? However, there is no consistent pattern across the region. devices, applications, web services, and sites tomorrow's
Google, Facebook, Twitter, Apple, Microsoft, Skype In 2009, Japan's online ad revenue grew just 1.2% over customer will use, so stay engaged with your customer and
and Yahoo! are just a few of the international players 2008, but hit a milestone: more money was spent on online flexibly follow the trends across multiple platforms.
experimenting with different mixtures of applications, media than on newspaper advertising for the first time. In
content and devices in their quest to be dominant. And Last year it seemed that social networking – and more China in 2009, 16.69% of all ad spend was online. Contrast David Ketchum is Chairman, Asia Digital Marketing
in Asia Pacific, some world-class companies are looking particularly Facebook – might take over as the dominant this statistic with the Philippines, where just 1% of total Association and President of Bite Communications,
to meet local needs or expand globally, such as Alibaba, "operating system" of the internet. Now it's clear there are advertising expenditure is online and SMS reigns supreme. Asia Pacific.
Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra multiple players. For example, people on Windows Mobile For reference, Singapore's percentage of online spending
and others. Of note: Tencent is now among the top five phones access Gmail. Someone is searching Baidu using stands at approximately 6%.
sites visited globally. a FireFox browser. A teenager is playing a Playfish game
These developments are exciting and empowering on Facebook. People are transferring money with Alipay. A
We're back!
for marketers, advertisers, and their agencies. The YouTube video is streaming through a Yahoo! site. Someone
consolidation of major players in the global internet is Skyping on an Apple laptop, while someone else is IM'ing
industry such as Google's purchase of DoubleClick on their Nokia. A Chinese teenager just connected with a
friend on RenRen with a 163.com email address.
T
and the Microsoft/Yahoo! search deal, offers scale, and
unprecedented reach and frequency for online marketing. The platform companies continuously refine their his is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital
That's matched with localised innovation that is bubbling revenue models and try to grab market share, which Marketing Association (ADMA) with the help of our members and supporters. Thanks to all
up and providing new, highly relevant opportunities for is healthy because their platforms interconnect and our contributors for this year's collection of information, insights and case studies. And, a huge
engagement. The reality is that no one platform is going produce hundreds of thousands of customer touchpoints
to win the markret outright, and whether each competitor for marketers to engage. How marketers deploy these
thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to
purports to be "open" or not, they all have the potential to platforms and what campaign ideas will be most successful designer Garry Tipping who once again made this mammoth project a reality.
overlap and underlie one another. To quote author David is far from universal and, as in past years we're seeing The Yearbook is produced by the ADMA as a service to marketing directors, agency
Weinberger's book title, the internet remains "Small Pieces increasing diversity in consumer habits across the region.
executives and business people who want to know what's happening online in the Asia Pacific
Loosely Joined" rather than a monolithic, consistent entity, Here's a look at some of the trends in Asia Pacific, and
despite various companies' attempts. The iPhone (and now of course there is much more detail in each of the country region.
the iPad) and its apps-and-content ecosystem as helped sections of this Yearbook. Printed copies of the complete Yearbook are available to full members of the ADMA, so join
blaze new trails in mobility, e-commerce and content. today if you are not yet a member at www.asiadma.com. As always, the PDF download
However, there are also plenty of other cutting edge • Internet users in Asia Pacific spent more than
version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com.
devices (30% of the world's smartphone market is in Asia 5.6 trillion minutes online in 2009, and bought
Pacific) and plenty of other platforms driving the trend. US$7 billion in virtual goods.
4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
5. ASiA PACifiC In September 2009 alone, the region's internet users made
38.6 billion searches, averaging up to 88 searches per user
Asian search engines now easily compete with the rest
of the world. Chinese site Baidu.com came third behind
in that month. Google and yahoo! in a ranking of top sites by search
(SoURCe: CoMSCoRe)
traffic in July 2009. While Google had 76.7 billion searches
that month, giving it 67.5% market share, yahoo! received
Nearly half of all search activity (44.1%) across the region
8.9 billion searches (7.8% market share) with Baidu very
in September 2009 took place on Google, representing
close behind with 8 billion searches and 7% market share.
17 billion searches. (SoURCe: CoMSCoRe)
(SoURCe: CoMSCoRe)
An Asian brand is now in the global top five online
how Long Asia Pacific Spent online in 2009
2009 AVeRAGe 2009 totAL 2009 AVeRAGe 2009 AVeRAGe properties ranked by time spent. Tencent joins Microsoft,
MonthLy UniqUe MinUteS SPent MonthLy MinUteS MonthLy Google, yahoo! and Facebook as the sites internet users
ViSitoRS ('000) onLine (MM) SPent PeR ViSitS PeR
ViSitoR ViSitoR spend their most time on. Globally, internet users spent
WoRLDWiDe 1,139,370 18,830,995 1,376.7 49.0 893 million minutes on Tencent in September 2009.
ASIA PACIFIC 465,291 5,641,870 1,008.4 40.8 (SoURCe: CoMSCoRe)
CHINA 211,684 2,374,432 858.3 44.6
JAPAN 66,176 887,023 1,114.5 42.4
INDIA 34,766 270,697 646.9 23.1 The average online user in Asia Pacific receives 170
SOUTH KOREA 28,606 618,618 1,797.8 59.2 promotional emails a week, nearly half as much as the
AUSTRALIA 12,444 178,922 1,198.0 38.5
TAIWAN 11,750 145,324 1,030.6 37.7
average North American (300 emails a week).
(SoURCe: ePSiLon inteRnAtionAL)
MALAySIA 9,271 94,742 851.6 29.8
HONG KONG 3,896 65,684 1,402.5 43.6
SINGAPORE 2,651 41,899 1,315.8 39.3 Special offers and discounts seem to work well across Asia,
NEW ZEALAND 2,543 28,303 926.1
(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
33.6 with 58% of Asian (ex Australia) internet users saying they
LoCAtionS)
made online purchases as a result of a coupon or offer
they received in an email.
Asia Pacific's online Gaming Usage in 2009 (SoURCe: ePSiLon inteRnAtionAL)
2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe
MonthLy MonthLy UniqUe MonthLy MinUteS MonthLy
ReACh (%) ViSitoRS ('000) SPent PeR ViSitoR ViSitS PeR Asia Pacific's top 50 Sites of 2009
ViSitoR Site 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)
WORLDWIDE 37.5 426,884 105.8 9.1 GOOGLE SITES 277,307
ASIA PACIFIC 30.9 143,636 51.9 7.1 yAHOO! SITES 225,320
SINGAPORE 41.2 1,093 66.5 7.2 MICROSOFT SITES 211,123
SOUTH KOREA 34.2 9,777 138.1 11.9 TENCENT 150,396
NEW ZEALAND 34.1 869 86.2 8.0 BAIDU 146,974
AUSTRALIA 33.9 4,230 72.2 7.7 SINA 104,565
CHINA 32.4 68,458 30.3 7.4 ALIBABA.COM 83,956
❚ DeMoGR APhiCS Asia Pacific's internet Users 2009 HONG KONG 29.5 1,151 118.5 7.9 NETEASE 78,509
MALAySIA 28.3 2,628 56.0 5.3 SOHU 77,641
CoUntRy inteRnet PenetRAtion USeR GRoWth % of USeRS
TAIWAN 26.6 3,133 24.9 4.5 WIKIMEDIA FOUNDATION SITES 77,374
USeRS (M) RAte (%) 2000-2009 (%) in ASiA
JAPAN 24.4 16,194 82.1 8.6 XUNLEI NETWORKING 70,454
The Asia Pacific region is easily home to the biggest ASIA PACIFIC 764.43 20.1 568.8 100
INDIA 17.6 6,117 45.0 4.1 CBS INTERACTIVE 67,693
internet audience on earth, with more than 764 million AUSTRALIA 17.03 80.1 158.1 – (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
FACEBOOK 66,339
CHINA 384.00 28.7 1,606.7 50.2 LoCAtionS)
internet users as of early 2010. To put this in context, the HONG KONG 4.87 69.2 113.7 0.6
TUDOU SITES 56,537
AMAZON SITES 53,115
rest of the world has around 995 million internet users INDIA 81.00 7.0 1,520 10.6
Asia Pacific's Social networking Users KUGOU 51,506
INDONESIA 30.00 12.5 1,400 3.9
between them. JAPAN 95.97 75.5 103.9 12.6
MARKet totAL inteRnet SoCiAL netWoRKinG % of inteRnet yOUKU 49,235
(SoURCe: inteRnetWoRLDStAtS) USeRS*('000) USeRS ('000) USeRS OAK PACIFIC INTERACTIVE SITES 48,418
MALAySIA 16.90 65.7 356.8 2.2
CHINA 215,460 105,379 49 APPLE 46,398
NEW ZEALAND 3.50 83.1 321.7 –
HONG KONG 3,921 2,502 64 PCONLINE.CN SITES 45,974
It's not only the biggest, it's the fastest growing too. Asia PHILIPPINES 24.00 24.5 1,100 3.1
INDIA 35,432 22,259 63 EBAy 40,479
SINGAPORE 3.37 72.4 180.8 0.4
Pacific now plays home to the fastest growing internet SOUTH KOREA 37.47 77.3 96.8 4.9
INDONESIA 6,014 5,074 84 RAKUTEN 39,079
population in the world. China, India and Japan were JAPAN 67,586 24,276 36 FC2 38,357
TAIWAN 15.14 65.9 141.9 2.0
MALAySIA 9,400 6,344 67 AOL 37,328
mainly to thank for Asia's 22% increase in usage in the THAILAND 16.10 24.4 600.0 2.1
PHILIPPINES 4,526 3,924 87 GMO INTERNET GROUP 36,849
VIETNAM 22.77 25.7 11,289.9 3.0
year up to September 2009, with China taking home (SoURCe: inteRnetWoRLDStAtS; APRiL 2010)
SINGAPORE 2,696 2,085 77 NTT GROUP 35,588
SOUTH KOREA 28,978 16,632 57 56 35,311
the prize for the fastest-growing country in Asia. China TAIWAN 11,932 7,565 63 ADOBE SITES 35,030
experienced a 31% surge of internet users in that period, VIETNAM 5,625 2,947 52 PPSTREAM 34,928
(SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL
bringing its own total audience to 220.8 million. LIVEDOOR 32,834
❚ USeR BehAVioUR
CoMPUteRS)
(SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe)
NHN 31,497
CyBERAGENT 31,059
WORDPRESS 30,961
Asia Pacific will also be the main driving force behind the The Asia Pacific region's internet users spent more than LyCOS SITES 30,665
global adoption of broadband moving forward. By 2013, 5.6 trillion minutes online between them in 2009. ❚ onLine ADVeRtiSinG THE MOZILLA ORGANISATION 29,560
(SoURCe: CoMSCoRe) NIFTy 29,425
the region is expected to be home to 49% of the global ASK NETWORK 27,656
broadband market. There are anticipated to be more than Half of the top 20 sites across the Asia Pacific region are PHOENIX TELEVISION 27,472
On average, internet users across the Asia Pacific region
640 million broadband users worldwide by 2013. There based in China. SONy ONLINE 27,260
each spent 1,008.4 minutes online per month in 2009, (SoURCe: CoMSCoRe) RECRUIT CO 25,738
are currently more than 160 million broadband subscribers lower than the world monthly average of 1,376.7 minutes. QIANQIAN 25,713
across Asia Pacific. (SoURCe: CoMSCoRe)
On a regional basis, Asia Pacific is now only slightly behind
KAKAKU 25,651
(SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS) PCPOP SITES 25,459
Europe and the Middle East (EMEA) in the spamming XINHUA NEWS AGENCy 25,028
Search is a considerably more popular activity today FOX INTERACTIVE MEDIA 24,732
Four out of the top 10 countries in the world ranked by stakes. In October 2009, nearly one quarter (23%) of all
amongst the region's internet users than it was a year CHINAByTE TECHNOLOGy CO. 23,536
home broadband use are from Asia. South Korea tops spam globally orginated from Asia, compared to the 28% SAKURA INTERNET 23,513
ago. In the space of one year (from September 2008 to
the list, with 95% of its homes now having access to that came from EMEA. TOM.COM 23,121
September 2009) the number of searches conducted by (SoURCe: SyMAnteC) KINGSOFT 22,587
broadband; followed by Singapore (88%) in second place; Asia Pacific users jumped by 33%. 4399 22,457
(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
with Taiwan and Hong Kong in joint fifth place (81%). (SoURCe: MeDiA/CoMSCoRe) LoCAtionS)
(SoURCe: AfP/StRAteGy AnALytiCS)
6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
6. Asia Pacific online Ad Spend: 2009-2012 Why Asians Unsubscribe from emails Money talks, particularly if it's made of plastic. Of the Mobile service revenues for the Asia Pacific region are
MARKet yeAR (US$ MiLLion) ReASon % of APAC % of noRth AMeRiCA region's internet users who do shop online, a sizeable 83% tipped to hit US$326.37 billion by the end of 2013, an
2009 2010 2011 2012 ReSPonDentS ReSPonDentS
AUSTRALIA 1,597 1,748 1,888 2,002 IRRELEVANT CONTENT 62 67 of them said in a survey that they would continue to do so increase of more than 16% from the end of 2009.
CHINA 3,271 4,089 5,152 6,594 RECEIVE TOO FREQUENTLy 56 64 with the aid of electronic payment cards. (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)
HONG KONG 138 146 157 169 THINK ADDRESS BEING SHARED/SOLD 30 50 (SoURCe: SinA.CoM/ViSA)
INDIA 101 117 134 154 DON'T RECALL SIGNING UP 20 48 Asia Pacific is the fastest growing market in terms of mobile
INDONESIA 0.9 1.0 1.4 1.8 PRIVACy CONCERNS 29 32
JAPAN 7,324 7,910 8,724 9,509 (SoURCe: ePSiLon inteRnAtionAL) When the region's internet users do shop online they don't multimedia revenue, and is expected to generate US$13.3
MALAySIA 26 34 41 48 just stick to local retailers. According to one survey, more billion in 2013, representing a CAGR of 13.8% from 2008.
NEW ZEALAND 214 251 343 349 Why Asians open Permission-Based emails (PBes) than one third (39%) of online users said they had shopped (SoURCe: ieMARKetReSeARCh)
SINGAPORE 16 17 18 19
tyPe of SUBjeCt % of APAC % of noRth AMeRiCA from overseas websites. The countries which showed the
SOUTH KOREA 1,236 1,397 1,536 1,690
Line Content ReSPonDentS ReSPonDentS Music is expected to drive the region's mobile multimedia
TAIWAN 208 229 252 277
DISCOUNT OFFER 66 59 biggest tendency towards shopping internationally are
THAILAND 7 7 7 8 market moving forward. Revenue generated from Asia
FREE PRODUCT OFFER 63 57 China and India.
VIETNAM 0.8 0.9 1.1 1.3
CONTAINS FAMILIAR BRAND NAME 60 50 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) Pacific's mobile music sector is expected to reach US$6.72
ASIA PACIFIC 14,142 15,949 18,258 20,827
(SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009)
BREAKING INFO/NEWS 49 34 billion by 2013, a significant leap from the US$2.27 billion
NEW PRODUCT ANNOUNCEMENT 48 29
FREE SHIPPING OFFER 42 36 What Asia Pacific is Doing online generated in 2008.
Asia Pacific's top Social networks in 2009 CONTAINS RECENT PURCHASE INFO 43 34 Key Site CAteGoRieS (% ReACh) (SoURCe: ieMARKetReSeARCh)
PRoPeRty 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000) LIMITED TIME OFFER 48 31 ENTERTAINMENT 71.2
TOTAL INTERNET: TOTAL AUDIENCE 465,291 CONTAINS My NAME 37 16 EMAIL 59.0 There were expected to be 1 billion mobile subscribers in
SOCIAL NETWORKING 254,209 OTHER 5 7 SOCIAL NETWORKING 56.1
FACEBOOK 66,339 (SoURCe: ePSiLon inteRnAtionAL) NEWS/INFORMATION 55.2 North Asia alone by the end of 2009, with 80% of them
BAIDU SPACE 48,212 RETAIL 54.4 living in China. Those subscribers were anticipated to
QQ.COM ALUMNI 28,410 BLOGS 48.5
WINDOWS LIVE PROFILE 22,792
What Asians do After opening PBes TECHNOLOGy 47.6
generate as much as US$183 billion in revenues for that
ORKUT 22,454
ACtion % of APAC % of noRth AMeRiCA COMMUNITy 47.5 year.
ReSPonDentS ReSPonDentS GAMES 47.1
CyWORLD 19,377 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)
CLICK ON A WEBSITE 87 69 BUSINESS/FINANCE 39.9
QQ.COM MINI WORLD 17,919
ENTER SWEEPSTAKES OR PROMOTION 57 67 PHOTOS 34.2
KAIXIN001 16,405
WATCH VIDEO CLIP 63 46 INSTANT MESSAGING 31.8
By 2014, the number of mobile subscribers in North Asia
HI5 15,886
FRIENDSTER 15,832
PURCHASE ONLINE 62 46 SPORTS 26.3 should exceed 1.37 billion, reflecting a CAGR of 7.7%
PURCHASE OFFLINE AT RETAIL STORE 58 48
(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK
LoCAtionS) SIGN UP FOR MORE INFORMATION 67 38
EDUCATION 23.6 (2008-2014). Mobile revenues meanwhile are expected to
TRAVEL 22.7
CLICK ON ADVERTISED LINK IN NEWSLETTER 62 34 CAREER SERVICES AND … 20.8 jump to US$229.8 billion by the end of that 2014 – a CAGR
Asia Pacific's top 20 Digital Brands of 2009 PLAy A GAME
(SoURCe: ePSiLon inteRnAtionAL)
55 39 AUTOMOTIVE 17.6 of 5.2% for the same period.
RAnK BRAnD HEALTH 14.8 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)
1 MCDONALD'S GOVERNMENT 10.1
(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)
2 NOKIA
3 KFC
There were expected to be as many as 453.3 million
4 COCA-COLA ❚ e-CoMMeRCe Asia Pacific's top online Retail Product Categories mobile subscribers in south east Asia by the end of 2009.
5 NIKE RetAiL SUBCAteGoRy (% ReACh) Currently just 6% of them – or 22.9 million people – are
6 SONy
7 SAMSUNG The "virtual goods" industry in Asia is worth US$7 billion, RETAIL 54.4 3G subscribers.
COMPARISON SHOPPING 21.4 (SoURCe: fRoSt & SULLiVAn/inteLLASiA)
8 ADIDAS putting the US$1 billion that is generated in the US BOOKS 17.8
9 PIZZA HUT
10 NESTLE considerably in the shade. Asia's top market, China, was COMPUTER HARDWARE 11.3
The south east Asian mobile market is currently valued at
CONSUMER ELECTRONICS 11.0
11 PEPSI expected to generate around US$5 billion in virtual goods COMPUTER SOFTWARE 9.2 US$32 billion. However, while the number of subscribers
12 CANON
13 TOYOTA
transactions in 2009 alone. Other markets leading Asia's APPAREL 8.9
rose at a rate of 18.4% over 2009, the billings rate for that
HEALTH CARE 5.1
14 HEINEKEN dominance in the virtual goods market include Japan and MALL 5.1 period rose by a more modest 13.6%. Much of this has
15 CITIBANK South Korea – both playing home to thriving online and FRAGRANCES/COSMETICS 3.8
to do with the newest batch of subscribers coming from
16 OLAy
17 HONDA mobile gaming industries. RETAIL-MUSIC 3.5
emerging markets such as Cambodia, Vietnam, Indonesia
(SoURCe: +8*/ViRtUALGooDSneWS.CoM) RETAIL-FOOD 3.0
18 PHILIPS
19 VISA
DEPARTMENT STORES 2.8 and the Philippines, all exhibiting lower ARPUs.
TICKETS 1.9 (SoURCe: fRoSt & SULLiVAn/inteLLASiA)
20 HEAD & SHOULDERS In a survey of six countries across Asia Pacific, an FLOWERS/GIFTS/GREETINGS 1.7
(SoURCe: tnS/DiGitAL MeDiA)
overwhelming proportion of the region's online population JEWELRy/LUXURy GOODS/ACCESSORIES 1.4
By the end of 2014, south east Asia could have as many as
CONSUMER GOODS 1.4
how Asia Pacific Defines Spam vs north America (89%) said they had shopped online in the past year. The SPORTS/OUTDOOR 1.4 606 million mobile subscribers, generating around US$36.2
Definition % of APAC % of noRth AMeRiCA Asian countries who show the biggest preference for online HOME FURNISHINGS 1.3
billion in mobile revenues in that year.
ReSPonDentS ReSPonDentS TOYS 1.2
shopping are South Korea (97% of respondents who said (SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009)
(SoURCe: fRoSt & SULLiVAn)
EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 67 83
EMAILS OF AN OFFENSIVE SUBJECT MATTER 69 71 they shopped online), China (94%), Japan (94%) and
ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 54 73 Australia (89%). Asians continue to lead the world when it comes to the
EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 52 76 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) love of mobile shopping. In a survey, almost eight out of
ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX
ANy EMAIL I RECEIVE THAT I DON'T WANT, REGARDLESS
42 45
❚ MoBiLe ten mobile users in Asia Pacific "reported some mobile
OF WHETHER I SUBSCRIBED 39 39 What are internet users across the region buying online? shopping activity", while nearly a quarter of them (23%)
ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT Much the same as always, according to one survey which Asia Pacific buys more phones than any other region on made some form of mobile purchase in the month of
ON My ADDRESS BOOK OR APPROVED SENDER LIST 29 45
AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO
found the most popular items purchased online over the earth. Nearly 480 million mobile devices were sold across December 2009.
SEND ME MAIL AT ONE TIME, BUT THAT I NO LONGER past year have been clothes (55%), books (50%) and Asia in 2009 (compared to less than 200 million in Western (SoURCe: MotoRoLA/eMARKeteR)
WISH TO RECEIVE 32 39 music downloads (49%). Europe). And this year, the number will surpass half a
EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)
billion, according to estimates, with nearly 547 million While Asia does not currently lead the world in terms
OFFLINE, BUT TO WHOM I NEVER GAVE PERMISSION TO CONTACT
ME VIA EMAIL 28 34 expected to be sold across the region. of mobile payments, it is showing strong growth in this
EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT And why do the region's internet users shop online (SoURCe: GARtneR) area, with payment transaction values estimated to reach
THAT COME TOO FREQUENTLy 23 31 anyway? According to the same survey, the most popular US$29.8 billion in 2013. Pre-paid top ups are expected
ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE,
EVEN IF I KNOW THE SENDER 27 26
reasons are the convenience of being able to shop anytime There are currently around 2.03 billion mobile subscribers to account for 50% of this amount, followed by money
(SoURCe: ePSiLon inteRnAtionAL) (80%); to be able to compare prices and get better deals in Asia Pacific. That's expected to increase to 2.53 billion transfers as the next largest mobile payment category.
(79%); to find and compare products (78%); and to hunt by the end of 2013, an increase of nearly 25%. China and (SoURCe: ieMARKetReSeARCh)
around for bargains (75%). India won't be the only countries to drive this growth – By 2012, it is expected that there will be around 123
(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)
Indonesia, the Philippines and Vietnam are expected to million mobile payment users in the Asia Pacific region.
(SoURCe: ieMARKetReSeARCh)
display subscriptions booms as well.
(SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)
8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9
