April 2007
ASIA PACIFIC
Digital Marketing Yearbook
2007 will be remembered as the year the balance tipped. For the first time, Asia Pacific takes the global lead in some key aspects of the digital marketing mix. Both the total number of broadband users and market penetration is highest in Asia Pacific. The region boasts the largest number of Internet users, surpassing the US and Europe, and mobile penetration remains higher than anywhere else in the world.
www.asiadma.com
Edited by Rachel Oliver
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 using mobile and the Internet as channels
to communicate with consumers as well as
lobbying and public relations assistance for member companies.
Why join the ADMA?
Being a member gives you access: • Unified voice for the industry to promote the use of the Internet (in the media and with potential customers) • Forum for standards and best practice sharing Spokespeople to represent members and respond to criticism • Action-oriented committees to drive agendas • Events & training (speaking and networking opportunities) • Case studies and helpful data • Standardisation of practices • Professional code of conduct • Industry contacts • Regular eNewsletter • Entry in the online Membership Directory • Access to the Members’ only section of the ADMA Web site that allows you to share information with other members and post company information, news, events, case studies, research papers, job vacancies and tips.
How to join the ADMA
publishers / portals, agencies, research
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.
and marketers / advertisers.
Visit www.asiadma.com/membership/join and complete the online registration form.
The ADMA is a non-profit organisation with a membership base representing online
companies, technology / service companies
Visit www.asiadma.com for more details.
The ADMA gives heartfelt thanks all our members for their support and contributions:
ADMA Board Level members:
Yahoo! Asia
ADMA Corporate members: Adsperience, AGENDA Corporation, Axonus Asia, G2 Interactive, Google, HSBC Direct, The Hyperfactory, ICLP, Ion Global, Johnson & Johnson Vision Care Asia Pacific, OgilvyOne, Omniture, Premiere Global Services, Profero, SCMP.com, Think Partnership, Tribal DDB, WebDNA Interactive and ZUJI. And all our Individual members. asia digital marketing yearbook
Introduction
2
Australia
5
China
8
Hong Kong
12
India
15
Indonesia
18
Japan
18
Malaysia
22
Philippines
24
Singapore
25
South Korea
28
Sri Lanka
30
Taiwan
31
Thailand
33
Vietnam
35 asia digital marketing yearbook
The Year the Balance Tipped B yy DD aa vv ii dd KK ee tt cc hh uu m m B
in Hong Kong, mobile Internet marketing in China;
2007 will be remembered as the year the balance
and Australia.
tipped. For the first time, Asia Pacific takes the global lead in some key aspects of the digital marketing mix.
Both the total number of broadband users and
market penetration is highest in Asia Pacific. The
region boasts the largest number of Internet users, surpassing the US and Europe. According to the
latest data from Internet World Stats, 36% of the world’s online population now live in Asia.
Mobile penetration remains higher than anywhere
else in the world. According to Informa, Hong Kong,
and online communities and communication in India As would be expected from the year Time magazine named “you” as the person of the year, user-
generated content and the realisation that the consumer is in control have dominated the
strategies of marketers (according to new research
from Microsoft, nearly 50% of Asia’s Internet users
have their own blog). That being said, search is still an evolving game changer, and email and rich
media remain strong. Asia Pacific still posts the
highest email open rates in the world at 30.1%
(source: Epsilon International, Email Trends Update
and Benchmark Data Q3 2006 APAC), and
Australia and Taiwan are the world’s top three
broadband is fueling rich media innovation.
rates exceeding 100%. And for the first time the
In-Stat predicts the region’s online games revenues
their mobile phones exceeds the entire Internet
gambling also on the rise. Mobile and multimedia
markets in terms of penetration - the first two with number of Asian users accessing the Internet over connected population of the US.
Asia is driving the digital marketing industry too.
Merrill Lynch predicts that global online ad spend
Interactive games continue to grow in popularity -
will hit US$6.8 billion by 2010 - with online
continue their relentless growth, with lots of
excitement and creative activity while still
comprising a relatively small piece of the pie.
will reach US$14.5 billion in 2007. That represents
Speaking of pies, despite 30+ % annual growth
driving engine. The highest growth rates for 2007
of all advertising dollars in the region. This is in part
an increase of 24% from 2006 - and Asia will be the are predicted to come from China (50%), Australia (42.6%), South Korea (30.5%) and Japan (30%). But the passing of the torch to Asia Pacific is not
just about statistics and the growth of the Web – the region is also at the leading edge of many technologies and marketing techniques, and
showing bursts of creative work on par with that found anywhere. From the earliest days of the
Internet, Asia Pacific needed to look to the West to find best practice and fresh ideas. Now the level of
rates, digital marketing still captures only about 3% due to the fact that total media revenue including traditional outlets is also growing, and from a far
larger base than online and mobile. Still, 3% seems remarkably low, considering that the Web is among
the top three consumed media types (right up there with TV, print and outdoor) in most markets in the region. Especially within younger demographics,
users spend the majority of their media time online and on the mobile, often while simultaneously consuming other media.
the bar internationally is being set in the region.
That being said, ZenithOptimedia predicts that
social networking and viral marketing; 3G and IPTV
more than 10% of total ad spend in eight new
Some examples: Japanese e-commerce; Korea
2 asia digital marketing yearbook
come 2008, Web-based advertising will represent
global markets (not including the UK, Norway and
Internet Users and Penetration in Select
And four of them are right here in Asia: Australia,
2011 (millions and % of population)
Sweden which have already passed this milestone). Japan, South Korea and Taiwan.
For all its growth and vibrancy, digital marketing in the Asia Pacific region still has issues that threaten the relevance of the medium. After a decrease in
2006, spam is on the rise again, with threats from “image spam” that continues to outwit ever-
sophisticated technology, and the proliferation of
mass, unsolicited mobile and fax messages. A recent study by Symantec revealed that the nearly 70% of
all emails that come from Asia turn out to be spam, or unsolicited ads. Not only that, but more than
20% of all malicious activities on the Web in 2H 2006 came from the Asia Pacific region too.
Despite these threats, which are by no means
unique to the region, the year the balance tipped offers unprecedented business opportunities for
marketers and advertisers, and the entire digital
marketing “ecosystem” of portals, mobile operators, communications service providers, games and
entertainment companies, handset manufacturers, interactive agencies and the rest.
The Asia Digital Marketing Yearbook brings together
the most up-to-date and freely available data on Asia’s online population. In essence, we tell you
who they are and how they spend their time online. And where possible we have shown you examples of online advertising campaigns that have worked well with Asia’s online population.
We would like to thank all of our members and
those companies and organisations that provided information and insight.
Countries in the Asia-Pacific Region, 2005-
Australia
2005
12.5
2006
13.1
2007
13.6
2008
2009
14.0
14.4
2010
2011
14.8
15.3
%
62.2%
64.5%
66.7%
68.0%
69.2%
70.8% 72.5%
%
8.5%
10.2%
11.8%
13.6%
15.4%
16.9% 18.1%
China India
111.0 19.5
%
Japan %
1.8%
85.3
67.0%
South Korea 33.0 %
67.9%
133.5
156.2
181.2
206.6
25.5
33.2
41.5
50.6
87.2
89.1
90.9
92.5
36.5
37.2
2.3% 68.4% 34.4
70.5%
(Source: eMarketer)
2.9% 69.9% 35.6
72.7%
3.6% 71.4%
74.2%
4.3% 72.7%
75.3%
Top 20 Countries - Internet Users
227.3 60.7
5.1%
94.0
245.5 71.6
6.0% 95.4
73.9% 75.1% 37.8
38.4
76.2% 77.3%
Country
No. Users
% Penetration
% Total
2.
China
137,000,000
10.4 %
12.3 %
Germany
50,471,212
61.2 %
3.6 %
United Kingdom 37,600,000
62.3 %
1.
United States
3.
Japan
4.
5.
211,108,086 86,300,000
69.9 % 67.1 %
7.7 %
India
40,000,000
7.
Korea (South)
34,120,000
66.5 %
3.1 %
9.
France
30,837,592
50.3 %
2.8 %
11. Russia
23,700,000
16.5 %
6. 8.
Brazil
10. Italy
12. Canada
32,130,000 30,763,848
22,000,000
3.5 %
18.9 %
17.2 %
51.7 % 67.8 %
3.6 %
3.4 % 2.9 % 2.8 %
2.1 %
2.1 %
13. Mexico
20,200,000
19.0 %
1.8 %
15. Indonesia
18,000,000
8.0 %
1.6 %
14. Spain
16. Turkey
17. Vietnam
19,765,032
16,000,000 14,913,652
43.9 % 21.1 % 17.5 %
1.8 %
1.4 %
1.3 %
18. Australia
14,729,191
70.2 %
1.3 %
20. Argentina
13,000,000
34.0 %
1.2 %
Rest of the World
247,135,718
10.3 %
19. Taiwan
TOP 20 Countries
Total World - Users
14,500,000
867,138,708
1,114,274,426
63.0 % 20.8 %
16.9 %
(Source: Internet World Stats, 10 March 2007)
1.3 %
77.8 %
22.2 %
100.0 %
David Ketchum is Chairman, Asia Digital Marketing Association and CEO Upstream Marketing and Communications Inc.
asia digital marketing yearbook 3
The ADMA would like to thank all of the following who contributed to this Yearbook:
4 asia digital marketing yearbook
AUSTRALIA Demographics
There are currently 14.73 million Internet users in Australia, representing 70.2% of the population. (Source: Internet World Stats) There were 3.5 million broadband households in Australia in 2006, representing 45.4% of all online households. By 2010, it’s estimated that more than 70% of all Australian online households will subscribe to a broadband connection.
70 60 50
GROWTH IN BROADBAND CONNECTION
30 20 10 2006
(Source: eMarketer)
2010
In 1998, only a third of households with PC access had access to the Internet. In 2005-06, this stood at 86%, representing 4.7 million households. (Source: Australian Bureau of Statistics) In 2005-06, 66% of the population 15 years and older used the Internet – as did 89% of 12-to-14year-olds, 76% of 9-to-11-year-olds and nearly 40% of 5-to-8-year-olds. (Source: Australian Bureau of Statistics) There has been a 70% growth of mobile phones with Internet access in Sydney in the past two years. (Source: Synovate) Internet Users and Penetration in Australia 2005-2011 (millions and % of population) Year Total % 2005 12.5 million 62.2% 2006 13.1 million 64.5% 2007 13.6 million 66.7% 2008 14.0 million 68.0% 2009 14.4 million 69.2% 2010 14.8 million 70.8% 2011 15.3 million 72.5% (Source: eMarketer)
Location total 1,994,000 1,457,000 1,256,000 398,000 586,000 127,000 44,000 84,000
% 33% 25% 21% 7% 10% 2% 1% 1%
(Source: Australian Bureau of Statistics Internet Activity Survey, June 2006)
Internet Penetration by Demographic Profile and Access Location, July 2005-June 2006 (% of population in each group) % at-home % at-work % any location
%
40
0
Internet Subscribers by Location New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory Australian Capital Territory
Male Female Age 15-17 18-24 25-34 35-44 45-54 55-64 65+ Total
58% 55% 80% 68% 66% 67% 63% 48% 18% 57%
(Source: Australian Bureau of Statistics)
31% 28% 4% 28% 45% 40% 40% 25% 3% 29%
67% 65% 93% 85% 82% 77% 69% 54% 19% 66%
E-commerce
Total online spending in Australia totalled AUD$11.35 billion in the 12 months to June 2006. That’s around $1,900 annually per shopper. (Source: ACNielsen) The number of Australian consumers shopping online jumped by 13% in the past year to 5.9 million people. Of these online shoppers, 51% had made repeat purchases, 53% had purchased airline tickets, 47% had paid for accommodation and 38% had purchased concert/event tickets online. (Source: ACNielsen) Of all international tickets issued by ZUJI in Australia in Q3 2006, 54% of them were e-tickets. (Source: ZUJI) ACNielsen recently asked consumers what helped their final decision when it came to purchasing a variety of products. ‘Searching the Internet’ was the most popular decision influencer for Australian consumers when it came to purchasing holidays asia digital marketing yearbook 5
(66%), MP3 players (43%) and loans (41%). (Source: ACNielsen) 47% of Australian Internet users have accessed insurance information online in the past six months. (Source: ACNielsen) Australian online video revenues for 2006 were US$4 million. Estimates are that by 2009 the Australian online video market will generate $18.4 million and $48.6 million by 2012. (Source: Informa Telecoms & Media) 13% of mobile users in Sydney use their phones to do their personal banking; while 13% use them to search for information on products or services. (Source: Synovate PAX-Pan Asia Pacific Cross Media Survey 2006) Where Australians Like to Shop Online 50
% Retailer
10
Jetstar
Amazon
Ticketmaster
Ticketek
Qantas
Virgin Blue
eBay
0
%
50
Retailer
20 10
6 asia digital marketing yearbook
Jetstar
Amazon
Ticketmaster
Ticketek
Qantas
Virgin Blue
eBay
0
(Source: ACNielsen)
(Source: Nielsen//NetRatings, June 2006. *in the past 3 months)
Online Advertising
The Australian online advertising market grew 61.5% in 2006, generating AUD$1 billion in revenues. In the six months to 31 December 2006 online advertising spend totalled $580 million, a 62.5% increase on the corresponding 2005 period. (Source: Audit Bureau of Verification Services) By 2010, it is predicted that the Australian online advertising market will be bringing in AUD$2.95 billion in annual revenues. (Source: Frost & Sullivan)
1H2006
30
Frequency of Online Social Activities % of respondents Activity Used instant messengers in past 3 months 34% Used Web-based email services in past 3 months 70% Visited blogging/social networking Web sites in past 3 months 19%
Value-Added-Services used by Mobile Users* Service % Text Messaging/SMS 69 Competition via SMS/text 13 Photo/video messaging/MMS/PXT 13 Photo messaging/PXT 13 Downloading ringtones 8 Listening to radio 7
20
40
networking Web site in the past 3 months)
Digital Advertising Solutions. All people aged 15-64)
30
60
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
1H2005
40
Frequency of Blogging Activities Amongst Australia’s Users Write a blog or contribute to 68% other people’s blogs 1% - Several times a day 5% - Once a day 9% - Several times a week 5% - Once a week 12% - 2-3 times a month 12% - Once a month 5% - Once every 2 months 19% - Less often
A total of 64% of Australian advertisers have invested in online advertising in the past year, up 5% from January 2006. And 98% of all ad agencies have placed advertising online during the past 12 months, a 15% increase from January 2006. (Source: emitch/Roy Morgan, March 2007) Major advertisers in Australia say they will invest close to 22% of their total advertising dollars online in 2007, compared to 16% in 2006. (Source: emitch/Roy Morgan)
2006 Online Ad Revenues by Segment (% increase vs 2005) Segment % increase 105% Paid search 60% Directories 49% Classifieds 48% General Advertising (Source: Frost & Sullivan, eMarketer)
Strengths of Internet as Advertising Medium (according to advertisers) % of respondents Leading strengths 32% Cost effective 31% Targeting capabilities 25% High accountability 23% Customer reach 11% Interactive 10% Immediacy Ability to change quickly 8% Speed to market 7% Customers/clients online 6% Access to large amounts of information 6% (Source: emitch/Roy Morgan Research, August 2006)
Top Web Sites by Market Share Rank Web site Market 1. www.google.com.au 2. www.google.com 3. www.hotmail.com 4. ninemsn.com.au 5. www.ebay.com.au 6. www.myspace.com 7. au.yahoo.com 8. www.msn.com www.yahoo.com 9. 10. mail.myspace.com 11. www.bom.gov.au 12. mail.yahoo.com.au 13. www.netbank.commbank.com.au 14. images.google.com.au 15. news.ninemsn.com.au 16. www.youtube.com 17. www.wikipedia.org 18. mail.yahoo.com 19. www.news.com.au 20. www.gmail.com
Share 7.08% 3.89% 2.99% 2.5% 1.94% 1.89% 0.81% 0.73% 0.65% 0.65% 0.63% 0.62% 0.57% 0.55% 0.52% 0.52% 0.48% 0.45% 0.44% 0.43%
(Source: Hitwise, December, 2006 - based on market share of visits across
CH H II CC KK EE N N LL II TT TT LL EE CASE STUDY - C
CLIENT: Buena Vista International (BVI) AGENCY: MindShare CAMPAIGN: To promote film, Chicken Little OBJECTIVE: To promote animation movie Chicken Little, in December 2005, movie distributor Buena Vista International (BVI) wanted to engage people in a new way and encourage them to watch an online trailer of the film. STRATEGY: The company used special Windows Live™ Messenger Services Theme Packs; aligned with online advertising on Windows Live Hotmail®, the Windows Live Today homepage, and the nineMSN homepage. DETAILS: BVI ran its online promotional campaign for the entire month of December 2005. It used a Windows Live Messenger One-Click Theme Pack for users to download backgrounds, send Winks, use Chicken Little mood backgrounds, and send Dancing Chicken emoticons to other Windows Live Messenger users. The campaign also featured an editorial page with details of the movie, plus a direct link to the InCinemas.com.au Web site, which featured the Chicken Little movie trailer. In a network first, BVI placed an animated “premium expanding” button on the nineMSN Network homepage and in the Messenger ‘hockey stick’ zone. Both featured a dancing Chicken Little character that linked to the advertorial or the download screen. A chat window text link provided an additional theme download option. Supplementary promotion was provided by a Hotmail Inbox and nineMSN homepage banner adverts. BVI’s target was 250,000 downloads over the duration of the campaign. RESULTS: 1. The campaign saw record-breaking take-up, with 33 million impressions, and more than 301,000 downloads of the Theme Pack. 2. A target download figure exceeded by 60% in three weeks. 3. An unusually high 0.5% click-through rate. 4. Initial targets met with two weeks to go. 5. Excellent Dancing Chicken viral penetration across all age groups. 6. 40-50% extra value from viral distribution and editorial. The lowest client cost-per-click to date.
all Hitwise industries.)
asia digital marketing yearbook 7
CHINA Demographics
According to the CNNIC, 18-to-24-year-olds are nearly four times as likely to be Internet users than the general population. (Source: eMarketer) In 2006, there were 46.6 million broadband households in China, representing 12.6% of all online households. (Source: eMarketer) The number of Internet users in China has increased from 22.5 million in 2000 to 137 million at the end of 2006, representing a growth rate of 508%. Chinese Internet users now represent 34.4% of all Internet users in Asia. 140
million
120 100 80 60 40
508%
GROWTH
20 0
2000
2006
(Source: Internet World Stats)
China is now only behind the US for the overall number of users online. Prediction – at the current rate of growth, Chinese Internet users will exceed the 210 million US users by 2009. (Source: eMarketer)
User Behaviour
Out of China’s Internet users, around 38 million of them play online games. (Source: Palava Digital) The number of short message service (SMS) users in China is expected to reach 360 million by 2008, with an expected market value of RMB37 billion. (Source: Analysys International) Email is an important tool for collecting opinions from peers regarding purchase decisions. 75% of Hotmail®/Windows Live Mail users in China discuss music (MP3s, CDs, etc) via email prior to purchase; 8 asia digital marketing yearbook
61% of men discuss car purchases; 78% of men and 71% of women discuss electronics and gadgets prior to purchasing; 69% of men and 61% of women talk about mobile phone purchases on email before purchase; and 74% of women and 59% of men exchange their ideas on clothes and accessories purchases via email. (Source: Microsoft Digital Advertising Solutions) In a survey regarding email etiquette, in reply to the question: “which is the most impolite email habit?”, 64% of Chinese respondents said “sending chain emails”, while only 3% said “using a PDA while out with others”. (Source: Synovate) Electronics and gadgets (74%) is the most talkedabout topic via email in China, closely followed by education (73%), travel (72%) and social arrangements (72%). (Source: Microsoft Digital Advertising Solutions) In a survey regarding the effectiveness of different mediums, Chinese respondents said they found the Internet was the most effective in “delivering information” and “being a source of entertainment”. The Internet was not seen as being the most effective in “supporting purchase decisions”, “arousing interest” or “drawing attention”. (Source: Synovate) In a survey regarding the consumption of news, Chinese respondents said that when a major disaster or news story breaks, only 19% of them turn to the Internet. That’s compared to 60% of people who turn to the TV. In the past week 22% had gone online to read a blog; 18% had received news on their mobile phones; 13% had emailed some interesting news to a friend; 11% had received a regular, subscribed to news email; and 7% had accessed a news Web site that they had paid to use or subscribed to. (Source: Synovate) Out of all Chinese mobile Internet users, 72.2% of them use their mobile phones for sending or receiving email; 30.9% for reading news and information; 19.4% for downloading ringtones, movies and games; 6.3% for logging on to communities; 5.3% for their banking; 2.6% for their own blogs and 2.3% for watching online videos. (Source: CNNIC, January 2007)
Number of Chinese Internet Users 2005-2011 (millions and % penetration)
Government staff Non-profit staff Self-employed Peasants/farmers Unemployed Army/Others Monthly Income (RMB) Less than 500 501-1,000 1,001-1,500 1,501-2,000 2,001-2,500 2,501-3,000 3,001-4,000 4,001-5,000 5,001-6,000 6,001-10,000 Over 10,000 No income
4.3% 8.6% 9.6% 0.4% 7.2% 1.7% 25.3% 18.1% 13.6% 11.2% 6.1% 7.6% 4.8% 4.1% 1.6% 1.8% 1.6% 4.2%
(Source: China Internet Network Information Center (CNNIC), Jan 2007)
Internet Access Locations (% of users) Home 76.0% Work 33.4% Internet cafe 32.3% School 12.6% Public places 0.9% Others 0.2% (Source: CNNIC, Jan 2007)
(Source: Emarketer: Internet Users and Penetration in China, 2005-2011)
China’s Internet Users (% of total) Gender
Male
Female Marital Status Married Unmarried Age <18 18-24 25-30 31-35 36-40 41-50 51-60 60+ Education Below High School High School College Diploma Bachelor’s Degree Master’s Degree Doctoral Degree Profession Students Company staff Teachers/School staff
58.3%
41.7%
57.8% 42.2% 17.2% 35.2% 19.7% 10.4% 8.2% 6.2% 2.2% 0.9% 17.1% 31.1% 23.3% 25.8% 2.3% 0.4% 32.3% 29.7% 6.2%
Average Time Spent Online Per Week (hours) Average 16.9 Males 18.6 Females 14.8 Below 18 years-old 7.0 21.5 18-24 year-olds 25-30 year-olds 21.0 31-40 year-olds 16.7 40+ 15.8 (Source: CNNIC, January 2007)
Online Activities by Internet Users (% of respondents) Email News browsing Search engines Acquisition of information Forums, discussion groups Watching/downloading video Instant message Listening/downloading music Internet Games Blogging Online shopping Job-hunting Chat Telephone calls Online banking Online reservation (hotels etc) (Source: CNNIC, Jan 2007)
56.1% 53.5% 51.5% 41.0% 36.9% 36.3% 34.5% 34.4% 26.6% 25.3% 23.6% 20.8% 20.8% 11.2% 10.5% 8.6%
asia digital marketing yearbook 9
China’s Mobile Internet Users (% of total) Gender Male 67.7% 32.2% Female Marital Status 66.0% Married 34.0 Unmarried
Age
Under 18 18-24 25-30 31-35 36-40 40+
16.9% 41.7% 24.6% 8.2% 5.5% 3.1%
Students Company staff Teachers/School staff Government staff Non-profit staff Self-employed Peasants/farmers Unemployed Army/Others
30.9% 31.5% 3.3% 4.0% 8.2% 13.6% 0.2% 5.9% 2.4%
Profession
(Source: CNNIC, Jan 2007)
Frequency of Blogging Activities Amongst China’s Users Write a blog/contribute to other people's blogs 79% - Several times a day 2% - Once a day 5% - Several times a week 15% - Once a week 15% 12% - 2-3 times a month - Once a month 7% - Once every 2 months 3% - Less often 19% (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
networking Web site in the past 3 months)
Top Web Sites 1. Baidu.com 2. QQ.com 3. Sina.com.cn 4. Sohu.com Inc. 5. 163.com 6. Yahoo.com.cn 7. Taobao.com 8. Google 9. TOM.COM 10. Google.cn
(Source: Alexa.com, April 2007)
10 asia digital marketing yearbook
E-commerce
China’s retail e-commerce revenues were expected to increase from US$504.3 million in 2005 to US$700.1 million in 2006. (Source: Analysys International) China’s online travel market in Asia is expected to grow by 71% by 2010. (Source: Euromonitor)
Online Advertising
At end 2006, the market size of the online advertisement industry in China had reached RMB1.324 billion, representing an increase of 9.53% from Q3. Revenues from key word advertisements were RMB476 million, representing 36% of the total market and an increase of 14.4% from the Q3. Revenues from column-based advertisements were RMB751million, representing 56.7% of the total market size and an increase of 6.68% from the Q3. (Source: Analysys International) In May 2006, 587 online display advertisers ran nearly 1,500 campaigns consisting of more than 3,700 banners. In July 2006, 817 online display advertisers ran 2,276 campaigns consisting of 5,785 banners. (Source: Nielsen//NetRatings) During the May-September period of 2006, there was a total of 3,795 online advertisers in China, running 10,136 campaigns (at an average of 2.7 each), posting 25,023 banners and generating 285 billion ad impressions. The total ad expenditure in that period was RMB2.3 billion. Of that expenditure, 26% of it went on automotive advertisements; 23% on computers and electricals; and 10% on FMCG advertising. Just 7% of online ad spend went on fashion; 6% on auctions and classifieds; 4% on media; 3% on entertainment; and 3% on property. (Source: Nielsen//NetRatings) During the January-June period of 2006, out of the RMB2 billion spent on online advertising, 60% (RMB 1.25 billion) went on display advertising; 33% (RMB 697 million) on search engines; and 7% (RMB139 million) on classifieds and other forms of ads. (Source: Nielsen//NetRatings) In 1H 2006, Sina.com led the portals, owning 20% of China’s online advertisement market, worth RMB420 million in ad revenues; Sohu.com had 14% market share earning RMB290 million; Netease.com with 6% generated RMB130 million; QQ.com and its 5% earned RMB100 million; while Tom.com had 3% share worth RMB50 million. (Source: iADTracker 3.0, iResearch Consulting Group “China Online Advertising Research Report”)
Online Ad Spend by Brand (RMB millions) eBay.com 53.201 Lenovo 53.154 38.636 Samsung 28.609 Dell 24.67 Microsoft 23.723 Taobao.com 22.23 China Mobile 21.157 Toyota 19.106 HP 15.519 TCL (Source: iADTracker 3.0, iResearch Consulting Group “China Online
Advertising Research Report 1st Half of 2006”)
Online Advertisers by Sector (RMB millions) 800 700 600 500 400 300 200 100
Garments
Medical services
Financial services
Food and beverage
Consumable electronics
Communication services
Traffic
Online services
Reaal estate
IT products
0
(Source: iADTracker 3.0, iResearch Consulting Gourp “China Online Advertising Research Report, 1H 2006”)
Most Popular Ad Formats, 1H 2006 (number of insertions) Long horizontal banner large-size advertisement 189,340 Button advertisement 87,987 Retractable banner advertisement 64,378 Long vertical large size advertisement 50,758 Square large size advertisement 34,747 Suspending advertisement 12,228 Pop-up window advertisement 7,187 Couplet advertisement 6,806 Online software advertisement 1,426 Inserting rich media advertisement 1,077 (Source: iADTracker 3.0, iResearch Consulting Group “China Online
Advertising Research Report”)
CASE STUDY - ADIDAS
CLIENT: Adidas AGENCY: Outblaze/Palava Digital CAMPAIGN: To leverage off the Football World Cup 2006 STRATEGY: Designing two online games: The TUNiT Flash Game/Multi-level Flash Game and The
Impossible Team Online Game/Massively Multiplayer Online Game (MMOG) - The first massively multiplayer online game built entirely for a leading consumer brand. RESULTS: 1. The TUNiT Flash Game generated 8 million page views over six weeks. 2. TUNiT garnered 70,000 registrations (not obligatory). 3. Players spent a total of 72,300 minutes online playing the game; each spending on average 11 minutes each. (Standard Flash games generate 3-4 minutes playing time. High quality graphics, game play, multiple environments and mini-challenges within the TUNiT generated three times as much participation.) 4.The Impossible Team Online Game generated 1 million game logins and 60,000 registrations. 5. Gamers spent a total of 15 million minutes (258 hours) playing The Impossible Team Online Game; or 533 minutes (9 hours) per person on average spent immersed in the adidas virtual world. 6. 36 logins per registered member; 15 minutes per login per user. The top participant played for over 300 hours (12.5 days) while the top 30 players on average spent 126 hours playing in the adidas world. 7.The Impossible Team Online Game showed steep subscription growth similar to that of Dungeons & Dragons Online, an internationally renowned game.
CASE STUDY - NEUTROGENA
CLIENT Neutrogena Sensitive Skin Range AGENCY: Agenda CAMPAIGN: The Power of Word-of-Mouth OBJECTIVES: Deepen product appreciation. Collect database of sensitive skin consumers STRATEGY: Based on three pillars. 1. Establish and own a strong skincare image through a strong dermatologist presence. 2. Leverage WOM (word-ofmouth) as a key medium used by people with skin problems. 3. Positioning angle versus competitors know myths from facts. DETAILS: Developed a Skin Analyzer in 31 combinations, with intelligent content not limited to product information which was used by many consumers in their own blogs and forums. Leveraged word-of-mouth as a key medium used by people with skin problems by recruiting Net Journalists to be Neutrogena’s voice with skincare bloggers and skincare forum administrators. Product samples were sent for own and readers’ use and collaborated to get reviews. RESULTS: 1. Paid media generated awareness. 2. Word-of-mouth outperformed paid media and created tail effect. 3. Cost performance of word-of-mouth far better than paid media. 4. 15% point-of-sale lift. 5. No other media and PR used, hence conclusion can be made that the Web site and the word-of-mouth strategy contributed significantly to the sales lift. asia digital marketing yearbook 11
HONG KONG Demographics
There were an estimated 4.87 million Internet users in Hong Kong (68.2% of the population) in January 2007, up by 113.7% from 2000. Hong Kong’s Internet users represent 1.2% of Asia’s online population. (Source: Internet World Stats, Jan 2007) By the end of 2005, 65.6% of Hong Kong households were using broadband - making Hong Kong second in the world in terms of penetration. (Source: Hong Kong Yearbook 2005) At the beginning of 2006, there were 8.6 million mobile subscribers.That’s a 123% penetration level. (Source: Office of the Telecommunications Authority) Hong Kong’s broadband penetration rate - among the highest in the world - has facilitated the development of IPTV. As of June 2006, there were more than 700,000 IPTV subscribers in the territory. (Source: tdctrade.com)
User Behaviour
In a survey regarding the effectiveness of different mediums, Hong Kong respondents said they found the Internet was the most effective in “delivering information”, “being a source of entertainment” and “supporting purchase decisions”. They did not regard the Internet as being the most effective medium in “arousing interest” or “drawing attention”. (Source: Synovate) Hong Kong Internet users on average spend 1.4 hours per day checking their email; one hour a day on online community activities; and three hours a day on instant messaging applications. (Source: Synovate) In a survey regarding the consumption of news, Hong Kong respondents said that when a major disaster or news story breaks, only 8% of them turn to the Internet, compared to 71% which turn to the TV. In the past week 52% of them had read the weekend newspapers for over an hour; 19% had gone online to read a blog; 8% had received news on their mobiles; 14% had emailed some interesting news to a friend; 13% had received a regular, subscribed to news email; and 8% accessed a news Web site that they had paid to use or subscribe. (Source: Synovate) 12 asia digital marketing yearbook
In a survey regarding email etiquette, in reply to the question: “which is the most impolite email habit?”, only 19% of Hong Kong respondents said “sending chain emails”, while 55% said “copying irrelevant people”. (Source: Synovate) Internet Usage and Population Statistics Year Users 2000
2,283,000
2006
4,878,713
2005
4,878,713
Population % Pop.
Source
6,898,686
Nielsen//NetRatings
6,702,500
34.1 %
7,054,867
69.2 %
(Source: Internet World Stats)
70.7 %
ITU
Nielsen//NetRatings
Information Technology Penetration at Home 2005 2006 households with PC at home amongst all households in Hong Kong 70.1% 71.7% households with PC at home connected to Internet amongst all households with PC at home in Hong Kong 92.2% 93.6% households with PC at home connected to Internet amongst all households in Hong Kong 64.6% 67.1% (Source: Household Survey on Information Technology Usage and
Penetration 2006, Hong Kong Census and Statistics Department)
E-commerce
Hong Kong’s online travel market - in terms of the volume of retail sales - is expected to grow by 97.9% by 2010. (Source: Euromonitor) 44% of international air bookings made on ZUJI Hong Kong are made within two weeks of travel. (Source: ZUJI) 80% of international e-tickets issued by ZUJI are for travel from Hong Kong. (Source: ZUJI) Out of the Hong Kong Internet users who download music online, 75% of them don’t pay for it. (Source: Synovate) According to a 2005 ACNielsen survey, favourite items or services for Hong Kong online shoppers included books (35%), event tickets (23%), tours/hotels reservations (19%) and airline/tickets reservations (16%). The same survey indicated that the majority of Hong Kong online shoppers used credit cards to settle payment for their online
According to a recent survey, there has been a 70% growth in the number of mobile phones with Internet access in Hong Kong. According to the same survey, 21% of mobile users in the city use their mobile phones to do their personal banking; while 16% use them to search for information on products or services online. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) According to a government survey, nearly 9% of all Hong Kong users aged 15 and over had used one or more types of online purchasing services for personal matters in the previous 12 months. (Source: Household Survey on Information Technology Usage and Penetration 2006, Hong Kong Census and Statistics Department) Frequency of Social Activities Activity Used instant messenger in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
% 49% 65% 27%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
Frequency of Blogging Activities Amongst Hong Kongâ&#x20AC;&#x2122;s Users Write a blog or contribute to other peopleâ&#x20AC;&#x2122;s blogs 77% - Several times a day 8% - Once a day 9% - Several times a week 25% - Once a week 11% - 2-3 times a month 10% - Once a month 5% - Once every 2 months 3% - Less often 6% (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a social
networking Web site in the past 3 months)
How Hong Kong Online Users Consume News
Internet Television Newspaper Mobile
At least once a day 11%
81%
46%
6%
2-3 times a week
5%
11%
3%
4-6 times a week
3%
Once a week
4%
Once a month Seldom/Never Total
(Source: Synovate)
5%
2%
74%
100%
8%
2%
1%
3%
100%
11% 8%
3%
20%
100%
2% 3%
2%
84%
100%
Online Advertising
Online vs Total Advertising Spend in Hong Kong, 2000-2007 (US$millions) Online Total Year $0.0 $3,555 2000 $0.0 $3,800 2001 $0.0 $4,297 2002 $0.1 $4,644 2003 $0.1 $5,299 2004 $0.1 $5,874 2005 $0.2 $6,447 2006 $0.2 $7,125 2007 (Source: eMarketer.com)
Top 10 Hong Kong Media by Ad Spend 70
million
60 50 40 30 20 10 0
Adspend (HKD)
Yahoo! Hong Kong 56,749,263 Atnext.com 12,233,616 Ming Pao Online 10,821,396 Orisun.com 8,566,358 SCMP Online 6,070,849 MSN Hong Kong 5,633,647 Singtao.com 1,818,877 Sina Hong Kong 1,543,438 Uwants.com 1,309,419 ETNet 1,224,312
purchases, making Hong Kong the second highest in Asia Pacific and the third highest in the world for using credit cards in settling online purchases. (Source: tdctrade.com)
(Source: Admango, Jan 2007)
Top 20 Online Advertisers by Ad Spend Company $ 1. PCCW HKT 9,936,230 2. The Wall Street Institute 9,740,212 3. Dell 5,687,154 4. Citifinancial 4,789,931 5. Cosmetic Care Asia 4,756,399 6. eBay 3,641,911 7. Inchroy 2,630,385 8. Town Gas / TGC 2,389,276 9. South China Morning Post Publishers 2,339,980 10. Visa 2,212,438 11. Linguaphone 2,118,914 12. HKMA 1,918,819 13. EF Education First [EF Education] 1,782,998 14. Mei Ah Entertainment 1,715,663 15. Nokia 1,626,392 16. Fuji Xerox 1,584,446 17. Hitachi 1,445,603 18. Golden Scene Company 1,372,603 19. Hutchison 3G HK 1,245,903 20. Adidas 1,195,064 21. Nike 1,143,131 (Source: Admango, Feb 2007)
asia digital marketing yearbook 13
selectively pull relevant job listing content from the SCMP job database. DETAILS: This software was distributed via SCMP’s Web site as well as CD-ROMs cut to the shape of business cards, branded as the Job Hunting Card. RESULTS: The campaign ended in 2003; and now three years later, the system still tracks over 80% of the original installer base using the Hunting Card Software on a daily basis.
Top Web Sites 1. Yahoo! 2. Uwants.com 3. discuss.com.hk 4. Xanga 5. Microsoft Network (MSN) 6. YouTube 7. Atnext.com 8. Hkjc.com 9. Windows Live 10. Newsgroup.la
CASE STUDY - BIOTHERM
(Source: Alexa.com, April 2007)
Top Web Sites (% market share) Market Rank Web site hk.yahoo.com 1. www.xanga.com 2. search.hk.yahoo.com 3. 4. mail.yahoo.com.hk 5. www.google.com 6. www.youtube.com 7. www.hotmail.com 8. www.gofoxy.net 9. www.gmail.com 10. www.uwants.com 11. hk.knowledge.yahoo.com 12. geocities.yahoo.com 13. www.google.com.hk 14. hk.auctions.yahoo.com 15. hk.news.yahoo.com 16. hk.finance.yahoo.com 17. mail.yahoo.com 18. bet.hkjc.com/football 19. HKJC.com appledaily.atnext.com 20.
Share 8.15% 2.61% 2.52% 2.19% 1.74% 1.59% 1.55% 1.27% 1.14% 1.05% 0.94% 0.88% 0.88% 0.88% 0.86% 0.7% 0.68% 0.63% 0.57% 0.55%
(Source: Hitwise. Based on HK Internet usage for December, 2006, ranked
by market share of visits across all Hitwise industries.)
CASE STUDY - SCMP
CLIENT: South China Morning Post (SCMP) AGENCY: Tribal DDB Hong Kong CAMPAIGN: The SCMP Job Hunting Card OBJECTIVE: To develop an online campaign which would bring quality readers to SCMP’s job classified site during, and after, the campaign period. STRATEGY: Tribal DDB came up with an idea and a desktop software which allows readers to
14 asia digital marketing yearbook
CLIENT: BIOTHERM (owned by L’Oreal Hong Kong) AGENCY: Media Explorer (ME) CAMPAIGN: BIOTHERM Skin Loving Colors Spring Summer 2005; BIOTHERM AQUATRIO OBJECTIVE: To promote BIOTHERM’s skin care and make up products on the Internet in order to attract customer visiting their outlets. Enlarge their customer email database throughout the campaign. STRATEGY: ME developed two online promotional campaigns for the BIOTHERM Skin Loving Colors Spring Summer 2005 and BIOTHERM AQUATRIO projects. The scopes included design and production of mini Web site, banners, tell a friend, flash game, e-coupon, e-news subscription, and enewsletter and email broadcasting. DETAILS: ME proposed strategies on the bounce back mechanism for the campaign and enlarging the customer email database. The “Tell a Friend” module was recommended to help for broadcasting the Web site’s address by visitors. ME monitored, measured and reported on email open rates, clickthrough rates and hit-rates of the Web sites. Creative solutions included concept development, navigation and information presentation that covered graphic design, animation and user interface. Web applications development included Tell-a-Friend, bounce back mechanism and Flash game. RESULTS: 1. Biotherm’s management team has a better bridge on communicating with their members and visitors through online media. 2. New products and events were successfully promoted and the message was spread among members and Internet users. 3. The customer email database was enlarged. 4. The brand gained more exposure on the Internet and brand awareness was enhanced.
INDIA Demographics
There are 40 million Internet users in India, representing 3.5% of the population. This represents a 700% growth rate in users since 2000. (Source: Internet World Stats, January 2007). The Internet & Mobile Association of India (IAMAI) says Internet adoption is growing in India, and predicts there will be 100 million by end 2007. (Source: eMarketer) In 2006, there were 2.3 million broadband households in India, representing 1.2% of all online households. (Source: eMarketer) In June 2006, India passed Japan as the second largest mobile services market in Asia Pacific in terms of subscribers, after China. India currently has 142.7 million mobile subscribers - which is only a mobile penetration rate of 13%. (Source: eMarketer) The percentage of light Internet users are on the decline in India, dropping from 63% in 2001 to 26% in 2006. (Source: G2 Interactive) The number of mobile phone subscribers in India is nearly double that of landline subscribers. (Source: International Telecommunication Union) According to a recent survey, there has been a 47% growth rate over the past two years in the number of mobile phone users with Internet access in India. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) Total Internet Users by Access Location (%) Cyber
Schoolkids (12+)
-cafĂŠ 53
Home
28
Office
-
School
/College Other
15
4
College students
53
33
-
12
men (18-35)
36
26
35
1
2
(35-38)
18
39
41
-
2
(18-45)
25
34
38
2
1
Women (18-45)
45
47
-
2
5
Non-student Older men
Working women
Non-working, non-student
(Source: eMarketer, Internet & Mobile Association of India)
2
Internet Users and Penetration 2005-2011 (millions and % of population) 80 70
Million
60 50 40 30 20 10
0
1.8% 2.3% 2.9% 3.6% 4.3% 5.1% 6.0% 2005 2006 2007 2008 2009 2010 2011
(Source: eMarketer)
Active* Internet Users by Usage Light (less than 120 mins) Medium (121-450 mins) Heavy (450+ mins) Total (average hours)
Weekly Usage 2004 2006 54% 28% 23% 31% 20% 38% 6.1 8.2
(Source: eMarketer, Internet and Mobile Association of India, *used in the
past month)
User Behaviour
Contrary to popular belief email and chat are no longer the most popular activities on the Internet. 32% of users primarily rely on the Internet for information and research, up from 20% in 2001 to 32% in 2006. (Source: G2 Interactive) 39% of users still prefer to access the Internet from Cyber cafes but this scenario is set to change time spent in cyber cafes is reducing gradually and access from home is gaining steadily, rising from 21% in 2003 to 31% in 2006. (Source: G2 Interactive) Indiaâ&#x20AC;&#x2122;s Internet users on average spend 1.7 hours per day checking their email; 1.3 hours a day on online community activities; 2.3 hours a day on instant messaging applications; and 2.1 hours on other Internet activities. (Source: Synovate) In a survey regarding the consumption of news, Indian respondents said that when a major disaster or news story breaks, only 2% of them turn to the asia digital marketing yearbook 15
Internet, compared to 88% which turn to the TV. In the past week 1% had gone online to read a blog; 3% had received news on their mobiles; 4% had emailed some interesting news to a friend; 3% had received a regular, subscribed to news email; and 2% accessed a news Web site that they had paid to use or subscribe. (Source: Synovate) In a survey regarding the effectiveness of different mediums, Indian respondents said they found the Internet was the most effective in “delivering information”. They did not regard the Internet as being the most effective medium in “drawing attention”, “arousing interest”, “supporting purchase decision” or “being a source of entertainment”. (Source: Synovate) Main Applications Used by Indian Surfers Activity % (2004) % (2006) Email 50% 45% Information/Education 24% 33% Buy/Sell/Transact 1% 4% Text/Chat 12% 10% Entertainment 9% 7% (Source: I-Cube, Internet and Mobile Association of India)
Frequency of Blogging Activities Amongst India’s Users Write a blog or contribute to other people’s blogs 93% - Several times a day 19% - Once a day 23% - Several times a week 19% 13% - Once a week - 2-3 times a month 3% - Once a month 10% - Once every 2 months 2% - Less often 5% (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
networking Web site in the past 3 months)
Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
% 16% 16% 9%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
E-commerce
Online travel sales in India will nearly quadruple to reach revenues of US$2 billion in 2010. (Source: Euromonitor) India will be Asia’s fastest growing travel retail market by 2010. The volume of India’s online travel retail transactions is expected to increase by 271% between 2005 and 2010, generating more than US$2 billion in 2010 in that year alone. (Source: Euromonitor International) India’s market for mobile value added services (VAS) was estimated to be worth Rs.2850 crore (US$660 million) at the end of 2006 and is estimated to grow at 60% to reach Rs.4560 crore by the end of 2007. (Source: IMRB Research, November 2006) In 2006 India generated US$1.2 billion in B2C ecommerce sales. By 2010 it is forecast that the country will generate $6.4 billion which represents a compound annual growth rate (CAGR) of 50.7%. (Source: eMarketer) Breakdown of Mobile VAS P2P SMS Ringtone Download P2A & A2P Game & Data Others (MMS etc) (Source:IMRB Research)
Value Added Services Revenues % of total Rs. 1140 crore (40%) Rs. 1026 crore (35%) Rs. 428 crore (15%) Rs. 171 crore (7%) Rs. 86 crore (3%)
Online Advertising
The online advertising market has radically increased in size over the past 3-4 years. In 200304 it was worth Rs.420 million (US$9.8 million); in 2004-05 it was worth Rs.1,070 million; by 2005 it had reached Rs.1,620 million. By 2006 the online advertising market in India was worth Rs.2,180 million – or US$51 million. (Source: G2 Interactive) Advertising revenues in India 2006 vs 2005 60
% increase vs. prior year
50 40 30 20 10 0
Radio Internet
(Source: eMarketer)
16 asia digital marketing yearbook
Press
TV
Cinema
Medium
Share of Online Ad Revenue by Category (%) Category 2004-5 2005-6 Financial Services 27% 24% 13% 11% Technology 14% 12% Travel 9% 11% Automobile 8% 9% Consumer durables 7% 9% FMCG 12% 11% Online Services (P)* 4% 7% Entertainment 2% 6% Telecom
(Source: G2 Interactive; *stands for personal and includes matrimonial, job
placement, personalised travel verticals)
Online Ad Revenues of Top Sites (US$m) US$m Site 15 Rediff 12 Yahoo! Indiatimes 6 Web18 Group 3 MSN 2.5 Sify 2 Naukri 1.3 WebDunia 0.8 Others 5 (Source:G2 Interactive)
Top Web Sites 1. Yahoo! 2. Orkut.com 3. Google India 4. Google 5. Rediff.com 6. Microsoft Network (MSN) 7. YouTube 8. Naukri.com 9. Blogger.com 10. Windows Live
CASE STUDY - TIMES JOBS
CLIENT: TimesJobs AGENCY: Tribal DDB India CAMPAIGN: If you have a reason we have a job OBJECTIVES: TimesJobs wanted innovative yet cost effective ways of using the digital medium to increase the number of resumes added to their Web site daily and hence increase their current market share. STRATEGY: Completing forms can be very irritating and a time consuming experience. The idea was to create a simple banner that is a “one stop shop” for registration on TimesJobs - a single, end-to-end call for action within the banner itself. DETAILS: The banner developed allowed the user to “directly” upload his resume within the banner without undergoing the registration process. These resumes got captured directly onto a server. The campaign was carried over around 30 Web sites. RESULTS: 1. Over 50 million impressions served across the campaign Web sites. 2. 98% over delivery of leads as projected prior to deployment. 3. 48% efficiency in Cost per Acquisition. 4. Efficiency in deliveries led to client spending in the tune of 5 times the amount spent in the first phase. 5. Runaway success on Yahoo.co.in and Yahoo.com.
(Source: Alexa.com, April 2007)
asia digital marketing yearbook 17
INDONESIA Demographics
There are currently 2 million Internet subscribers in Indonesia with approximately 20 million users in total. Out of these, around 100,000 are broadband subscribers. (Source: Ministry of Communication and Information Technology) Indonesia currently has around 63 million mobile users, representing 28.64% of the population. Of these, there are 2 million 3G, edge and EV-DO subscribers. (Source: Ministry of Communication and Information Technology)
In the past week only 1% had gone online to read a blog; and just 2% had received news on their mobiles. (Source: Synovate) In a survey regarding the use of mobile applications, 17% of mobile users in Jakarta said that they used their phones for personal banking, while 14% said they used them for product or service information searching. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) Indonesian Internet Users 2004-2010
Indonesia’s online population has grown by 800% since 2000. Currently there is around 8% Internet penetration in the country. Indonesia’s Internet users represent 4.5% of Asia’s total online community. (Source: Internet World Stats)
80
There has been a 75% growth rate in the past two years in the number of consumers in Jakarta that have mobile phones with Internet access. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006)
30
E-commerce
Indonesia’s online travel market - in terms of its retail sales volumes - is expected to grow by 82.8% by 2010. (Source: Euromonitor) Indonesia’s Internet users on average spend 1.8 hours per day checking their email; 1.7 hours a day on online community activities; 2.4 hours a day on instant messaging applications; and 2.5 hours on other Internet activities. (Source: Synovate) In a survey regarding the effectiveness of different mediums, Indonesian respondents said they found the Internet was the most effective in “delivering information”. They did not regard the Internet as being the most effective medium in “arousing interest”, “supporting purchase decisions”, “drawing attention”, or “being a source of entertainment”. (Source: Synovate) Indonesian respondents said that when a major disaster or news story breaks, none of them turn to the Internet, compared to 94% who turn to the TV. 18 asia digital marketing yearbook
70
Users (millions)
60 50 40 20 10
0
2004
2005 2006 2007 2008 2009
2010
(Source: Ministry of Communication and Information Technology)
Indonesian Broadband Users 2004-2010 Year Users (millions) 2004 0.1 2005 0.2 2006 0.5 2007 0.9 2008 1.6 2009 2.0 2010 2.5 (Source: Ministry of Communication and Information Technology)
Top Web Sites 1. Yahoo! 2. Friendster 3. Google.co.id 4. Google 5. Microsoft Network (MSN) 6. Blogger.com 7. Megaupload 8. UserCash.com 9. Rapidshare.com 10. WikiPedia (Source: Alexa.com, April 2007)
JAPAN Demographics
There are currently 86.3 million Internet users in Japan, representing 67.1% of the population. (Source: Internet World Stats) In 2006, there were 23.7 million broadband households in Japan, representing 52.3% of all online households. (Source: eMarketer) There has been a 248.8% growth rate in the number of Internet users in Japan from 2000 to 2007. Japan’s Internet users represent 21.6% of Asia’s total online population. (Source: Internet World Stats) In February 2007, Japan passed the 100 million mark for mobile subscribers. The number of 3G subscribers for all carriers now exceeds 60 million. Japan is the world’s number one mobile market. (Source: eMarketer) By 2011, there will be 95.4 million Internet users in Japan - 75% of the population. Driving the growth is cheap and widespread high-speed access. (Source: eMarketer) Internet Users and Penetration 2005-2011 (millions vs % of population) 90 80 70 60 50 40 20 10
0
76.55 77.75 78.92 80.09 81.78 82.91 84.06
(Note: includes mobile phones and personal handy-phone systems (PHS)
Source: Ministry of Internal Affairs and Communications (MIC) - Japan,
January 2007/eMarketer)
E-commerce
In 2006 Japan generated US$33.5 billion in B2C ecommerce sales. Prediction: by 2010 it will generate $61.9 billion. (Source: eMarketer) 16% of Japanese mobile phone customers already use some kind of m-commerce. (Source: NPD Group) A recent report from analyst firm Juniper Research predicts that Broadcast Mobile TV will reach revenues of US$11.7 billion worldwide by 2011. Japan is predicted to lead the market with revenues reaching US$2.9 billion. (Source: Wireless Watch Japan) Japanese end-user mobile data spend will soar by nearly 60% in the next few years, from almost US$17 billion in 2005 to nearly $28 billion in 2010. (Source: Strategy Analytics)
100
30
Mobile Internet Subscribers Q1 2005-Q3 2006 (millions) 2005 Q1 2005 Q2 2005 Q3 2005 Q4 2006 Q1 2006 Q2 2006 Q3
67% 68% 70% 71% 73% 74% 75% 2005 2006 2007 2008 2009 2010 2011
(Source: eMarketer)
Internet Users by Access Platform Device Mobile devices PC Mobile devices and PC Total
70
million 69.2 66.0 48.6 85.3
million
60 50
(Source: Ministry of Internal Affairs and Communications (MIC) - Japan,
July 2006; InfoWorld, July 2006)
The Japanese retail e-commerce market was worth US$32.7 billion in 2005, according to the Nomura Research Institute. The figure is expected to reach $58.3 billion by 2010.
40
GROWTH
30 20 10 0
2005
(Source: eMarketer)
2010
asia digital marketing yearbook 19
The size of Japan’s mobile commerce market more than tripled from 2002 to 2005 to reach 407 billion yen (US$3.5 billion). The mobile commerce market in the United States and Canada combined is expected to reach only 75% of that size by 2009. (Source: Reuters) According to government data, 80% of e-commerce by teenagers aged 15-19 was done via mobile phones in 2005. (Source: Reuters) Japan’s online video revenues for 2006 were US$24.1 million. Estimates are that by 2009 the Japanese online video market will generate $155.1 million, and $510 million by 2012. (Source: Informa Telecoms & Media) Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
% 21% 46% 25%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
Online Activities in Japanese Households Activity % of households Internet shopping 17.8 Various reservations 10.8 Auction ( Sell ) 2.0 Auction ( Buy ) 5.5 6.1 Internet banking Participation in the auction 3.4 Maintenance of individual homepage 4.9 Gathering information 43.2 Online game 6.8 Application for prize 4.3 Email 29.4 Others 0.9 Gathered information through Internet for purchasing goods and services 31.6 Ordered through Internet on purchasing 21.1 Didn’t order through Internet on purchasing 28.0 Paid by credit card etc through Internet 12.6 Didn’t pay by credit card etc through Internet 36.4 (Source: Ministry of Internal Affairs and Communications: Utilization of
Internet by All Japan, Districts, and City Groups (Total Households), 2006
Yearly Average)
Frequency of Blogging Activities Amongst Japan’s Users Write a blog or contribute to other people’s blogs 67% - Several times a day 10% - Once a day 7% - Several times a week 18% 5% - Once a week 20 asia digital marketing yearbook
-
2-3 times a month Once a month Once every 2 months Less often
10% 5% 3% 9%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
networking Web site in the past 3 months)
Online Advertising
It is predicted that by 2008, Japan will be one of just eight markets globally where the Internet advertising share will exceed 10% of total ad budgets. (Source: ZenithOptimedia) In September, 2006 alone there were 1,254 advertisers, running 3,004 online ad campaigns, utilising 6,453 banners or creatives, generating 29.5 billion ad impressions – and representing an overall ad expenditure of 19.2 billion yen (US$160 million). (Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads) Internet advertising expenditures in Japan increased 29.3% in 2006 from the previous year. (Source: Dentsu) In 2005, 265 billion yen was spent on online advertising. That rose to 359 billion yen in 2006 and it is predicted to reach 643 billion yen in 2010. (Nomura Research Institute) Japan’s mobile advertising revenues in 2006 came to US$304 million and are predicted to increase to $389 million in 2007. By 2009, it is forecast that Japan will be generating $560 million in mobile advertising revenues. (Source: Yankee Group) Top 10 Online Display Advertising Sectors, September 2006 No. Sector Impressions Estimated ad spend (¥ m) 1. Beauty 1,229.8 1,945 2. Food 1,208.1 1,866 3. Finance 1,054.3 648 4. Mobile Comms 1,011.5 1,633 5. Personal Loans 991.7 2,246 6. Real Estate 868.5 1,120 7. Employment 835.6 2,506 8. Computers 803.6 1,157 9. Car Manufacturers 679.3 1,112 10. Others 671.1 1,189
(Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads)
Top 10 Online Display Advertisers, September 2006 Rank Advertiser Ad impressions % Share of Total ad (millions) impressions Vodafone 1,214 4.1% 1. MediaRights 941 3.2% 2. DHC 882 3.0% 3. Carview 598 2.0% 4. Kenkou 5. 515 1.7% Corporation SOFTBANK 6. 511 1.7% Human Capital ORIX Credit 453 1.5% 7. At-Loan 433 1.5% 8. Japan Airlines 401 1.4% 9. 391 1.3% 10. INTELLIGENCE (Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads)
Top 10 Online Display Vendors, September 2006 Rank Vendor Ad impressions (in millions) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Yahoo! Japan 13,298 mixi 3,319 MSN 1,159 goo 951 NikkeiNET 751 Infoseek 697 EC Navi 647 Excite Japan 551 Kakaku.com 528 Nikkansports.com 496
Share of total ad impressions 45.1% 11.3% 3.9% 3.2% 2.6% 2.4% 2.2% 1.9% 1.8% 1.7%
CASE STUDY - NISSIN CUP NOODLE CLIENT: Nissin Cup Noodle CAMPAIGN: 34th Anniversary Campaign OBJECTIVES: Promote the Nissin Cup Noodle
34th Anniversary Campaign. Raise awareness of the Nissin Cup Noodle brand among business computer users in their 20s and 30s. With over 6 million active users in Japan, Windows Live Hotmail was an ideal partner for Nissin. STRATEGY: As part of its 34th anniversary celebrations in 2005, Nissin Cup Noodle partnered with Microsoft Digital Advertising Solutions and Hotmail® launched a creative based on the Hotmail® Big Ad Expand ad format. This campaign aimed to raise awareness of the Nissin Cup Noodle brand among business computer users in their 20s and 30s. DETAILS: Nissin Cup Noodle used animated human shadows to show a celebratory party. This was achieved by employing the Hotmail® Big Ad Expand ad format and rich media. RESULTS: 1. 74% of viewers were interested in signing up for the campaign. 2. 51.1% said they noticed the words displayed in the remainder, 30% of which showed strong interest in the ad. 3. The number of Hotmail® users who signed up for the anniversary campaign was three times that of non-Hotmail® users.
Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads
Top Web Sites 1. Yahoo.co.uk 2. Google.co.jp 3. Mixi 4. FC2 5. YouTube 6. rakuten.co.jp - Site Info 7. Livedoor 8. Microsoft Network (MSN) 9. Goo 10. Google (Source: Alexa.com, April 2007)
asia digital marketing yearbook 21
MALAYSIA Demographics
There are currently 13.5 million Internet users in Malaysia, representing 47.8% of the population – and also representing a 265% growth rate from 2000, where there were only 3.7 million Malaysians online. Malaysia’s Internet users form 3.4% of Asia’s total online population. (Source: Internet World Stats)
represented an increase of 255% from 2004 – where 6.6 billion were sent.
Around 18.4% of Malaysia’s hand phone subscribers use their hand phone to access the Internet. (Source: Malaysian Communications and Multimedia Commission, Hand Phone Users Survey 2006) Profile of Malaysian Internet Users Category (% of users) Male 50.2% Female 49.8% Single 55.0% Married 44.3% Divorced/widowed 0.7% Below 15 6.5 % 15-19 18.6 % 20-24 17.2% 25-29 12.5 % 30-34 12.2% 35-39 9.9 % 9.6 % 40-44 45-49 5.1 % Above 50 8.4 % (Source: Malaysian Communications and Multimedia Commission,
Household Use of the Internet Survey 2005)
User Behaviour
As much as 42.3% of Malaysian hand phone subscribers said that they received some form of spam through their hand phone in the last three months. 76.3% of these received at least one spam a week. (Source: Malaysian Communications and Multimedia Commission, Hand Phone Users Survey 2006) In a survey regarding the effectiveness of different mediums, Malaysian respondents said they found the Internet was the most effective in “delivering information” and “supporting a purchase decision”. They did not regard the Internet as being the most effective medium in “drawing attention”, “arousing interest” or “being a source of entertainment”. (Source: Synovate) In the first nine months of 2006, Malaysians sent 23.4 billion SMS messages to each other. This 22 asia digital marketing yearbook
(Source: The Communications and Multimedia, Selected Facts and Figures
Q3 2006)
Malaysian Internet users on average spend 1.7 hours per day checking their email; 1.5 hours a day on online community activities; 3.2 hours a day on instant messaging applications; and 3.1 hours on other Internet activities. (Source: Synovate) In a survey regarding email etiquette, in reply to the question: “which is the most impolite email habit?”, only 31% of Malaysian respondents said “sending chain emails”. (Source: Synovate) Malaysians like texting. In a 2006 government survey, 46.1% of Malaysians said they sent more than five SMS/MMSs every day, compared to 6.4% who sent 5 or less; 4.7% who sent 4; 9% who sent 3; 9.9% who sent 2; 7.5% who sent 1; and 16.4% who sent none at all. (Source: Malaysian Communications and Multimedia Commission, Hand Phone Users Survey 2006) Currently 18.4% of Malaysian mobile users access the Internet through their mobile phones. (Source: Malaysian Communications and Multimedia Commission, Hand Phone Users Survey 2006) There has been a 85% growth in the number of mobile phones with Internet access in Kuala Lumpur. 12% of mobile users in the capital use their mobile phones to do their personal banking; 14% use them to search for information on products or services online. (Source:Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006)
E-commerce
Malaysiaâ&#x20AC;&#x2122;s online travel market - in terms of its retail sales volumes - is expected to grow by 82.1% by 2010. (Source: Euromonitor)
Preferred Purchases Online
M-commerce has yet to take off in Malaysia. Only 17.6% of all Malaysian mobile users have purchased anything through their phone. (Source: Malaysian Communications and Multimedia Commission, Hand Phone Users Survey 2006) How Much Malaysians Spend Online Value Less than RM500 RM500 but less than RM1,000 RM1,000 but less than RM1,500 RM1,500 but less than RM2,000 RM2,000 but less than RM2,500 * RM2,500 but less than RM3,000 * Rm3,000 but less than RM3,500 * RM3,500 but less than RM4,000 * RM4,000 but less than RM4,500 * RM4,500 but less than RM5,000 * RM5,000 and above *
(Source: Malaysian Communications and Multimedia Commission,
% 57.7 20.7 6.8 4.5 2.3 2.0 2.0 0.6 0.6 0.6 2.3
(Source: Malaysian Communications and Multimedia Commission,
Household Use of the Internet Survey 2005; Distribution of household
users of the Internet by type of products or services purchased online; *
Household Use of the Internet Survey 2005; Distribution of household
multiple choice)
Preferred Activities Online Activity Email Chat rooms Finding information about goods/services Government services Reading/downloading online newspapers/ magazines Playing/downloading games, music, software Other entertainment/pleasure Online banking/financial activities Purchasing/ordering goods or services Education/research activities Others
Top Web Sites 1. Yahoo! 2. Friendster 3. Microsoft Network (MSN) 4. Google.com.my 5. Google 6. YouTube 7. Myspace 8. Blogger.com 9. Windows Live 10. WikiPedia
users of the Internet by value of purchases via Internet; * multiple choice)
(Source: Malaysian Communications and Multimedia Commission,
% 73.7 25.9 40.5 12.7 20.2 19.9 7.0 12.2 2.4 46.8 1.3
(Source: Alexa.com, April 2007)
Household Use of the Internet Survey 2005; Distribution of household
users of the Internet by activity)
asia digital marketing yearbook 23
PHILIPPINES Demographics
In 2006 there were 13.5 million Internet users in the Philippines, a 15.4% penetration rate. Prediction: penetration rates will double by 2009. (Source: PANA) The online population has grown at a rate of 291% since 2000 when there were 2 million users. Internet users in the Philippines represent 2% of Asia’s total online population. (Source: Internet World Stats) Internet usage in the Philippines is expected to record a growth of 23% annually to reach 21.5 million users by 2008. (Source: IDC) Around 80% of Metro Manila Internet users access the Internet from their homes and 48% of them use prepaid Internet cards to access the Internet. (Source: Digital Filipino) The prepaid Internet market is worth 818 million pesos (US$17 million). Top prepaid ISPs: ISP Bonanza, Bl@st, Go, and SurfMaxx. (Source: Digital Filipino) Five million people are estimated to have Internet access through PCs at home, schools, corporate offices and Internet cafés. 80% of Filipino users still access the Internet through dial-up connections. (Source: National Telecommunications Commission) The Philippines has more cellular phones than fixed/wired phones. At the end of 2003, there were close to 22 million mobile phone subscribers. (Source: Digital Review 2005-06) Profile of Internet Users Characteristic Male Female 20-29 years old 30-49 years old (Source: ACNielsen, 2004)
User Behaviour
% 52% 48% 48% 44%
Philippines’ Internet users on average spend 2.3 hours per day checking their email; 1.6 hours on online community activities; 2.7 hours on instant messaging applications; and 3 hours on other Internet activities. (Source: Synovate) 24 asia digital marketing yearbook
Philippines’ users said that when a major disaster or news story breaks, only 1% of them turn to the Internet. In the past week 7% had gone online to read a blog; 9% had received news on their mobiles; 7% had emailed some news to a friend; 8% had received a news email; and 3% accessed a news Web site that they had paid for/subscribed to. (Source: Synovate) There has been a 109% growth in the number of mobile phones with Internet access in Manila. 14% of mobile users there use their phones to do their personal banking; while 16% use them to search for information on products or services online. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) In a survey that asked: “Have you ever used an online personal ad or online dating service to meet a potential romantic interest?”, a resounding 77% of respondents said “No”. (Source: Synovate) In 2005, mobile users in the Philippines sent an average of 250 million SMS text messages every day. (Source: National Telecommunications Commission)
E-commerce
Around 13% of Internet users purchased online in 2006, spending around US$312 million. (Source: Digital Filipino) The Philippine online gaming market was worth US$10 million with 350,000 subscribers in 2004. (Source: IDC) In 2004, thanks to online gaming, Internet Café revenues grew by an estimated 75%. (Source: Commission on Information and Communication Technology) Top Web Sites 1. Yahoo! 2. Friendster 3. YouTube 4. Google.com.ph 5. Google 6. Microsoft Network (MSN) 7. Multiply.com 8. WikiPedia 9. Blogger.com 10. Myspace (Source: Alexa.com, April 2007)
SINGAPORE Demographics
In 2006, there were 2.4 million Internet users in Singapore, representing 66.3% of the population. There has been a 101.8% growth rate in the number of Internet users in Singapore since 2000, when there were 1.2 million. Singapore’s Internet users represent 0.6% of Asia’s total online population. (Source: Internet World Stats) 65% of Singaporeans aged between 15-49 are at least moderately aware and are casual users of the Internet. The survey also found that 55% of 15-49 year olds are at least moderately able to analyse and discern information on the Internet; 33% of 15-49 year olds are at least moderately involved in producing content on the Internet, such as blogs, Webcasts, and podcasts; and 22% of 15-49 year olds at least moderately encourage or facilitate others in the use of the Internet. (Source: Media Development Authority of Singapore) In 2006, 71% of all Singaporean households had access to the Internet. Out of those, 66% of the households in public housing had access to the Internet at home, compared to 87% of households in private housing. (Source: Infocomm Development Authority of Singapore.The 2006 Annual Survey on Infocomm Usage in Households and by Individuals) Among households with home Internet access, almost all used computers (97%) as the mode of Internet access; 9% used Internet-enabled mobile phones; and 4% used a game console with an Internet connection. (Source: Infocomm Development Authority of Singapore.The 2006 Annual Survey on Infocomm Usage in Households and by Individuals) There are currently a total of 4.72 million mobile subscribers in Singapore (2G and 3G), giving the city a mobile penetration rate of 105.5%. (Source: Infocomm Development Authority of Singapore) Singapore has household broadband penetration rates of 64.1%. (Source: Infocomm Development Authority of Singapore)
User Behaviour
Singapore Internet users on average spend 1.8 hours per day checking their email; 1.1 hours a day on online community activities; 3.6 hours a day on instant messaging applications; and 3.2 hours on other Internet activities. (Source: Synovate) In a survey regarding the effectiveness of different mediums, Singapore respondents said they found the Internet was the most effective in “delivering information”. They did not regard the Internet as being the most effective medium in “drawing attention”, “arousing interest”, “supporting purchase decision” or “being a source of entertainment”. (Source: Synovate) In a survey regarding the consumption of news, Singaporean respondents said that when a major disaster or news story breaks, only 5% of them turn to the Internet, compared to 74% which turn to the TV. In the past week 16% had gone online to read a blog; 7% had received news on their mobiles; 16% had emailed some interesting news to a friend; 13% had received a regular, subscribed to news email; and 9% accessed a news Web site that they had paid to use or subscribe. (Source: Synovate) Singaporeans sent 911 million SMS text messages in the month of February 2007 alone. (Source: Infocomm Development Authority of Singapore) Frequency of Internet Usage by Age Frequency
15-29yrs 30-44yrs 45-59yrs 60yrs+
At least once a day
72%
73%
69%
At least once a month
4%
6%
6%
At least once a week
Less than once a month
22%
1%
19%
21%
2%
3%
74%
12% 10%
0%
(Source: Infocomm Development Authority of Singapore.The 2006 Annual
Survey on Infocomm Usage in Households and by Individuals)
Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
% 50% 66% 19%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
asia digital marketing yearbook 25
Frequency of Blogging Activities Amongst Singapore’s Users* Write a blog or contribute to 63% other people’s blogs 1% - Several times a day 5% - Once a day 11% - Several times a week 13% - Once a week 7% - 2-3 times a month 7% - Once a month 2% - Once every 2 months 17% - Less often (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. *Those who have visited/used a
blogging/social networking Web site in the past 3 months)
Usage of Internet Services by Age Group Activity Communicating Emails Instant messaging Social networks Chat rooms
Forum discussion Reading blogs Peer–to–peer
15-29 89% 89% 64% 43%
36%
17%
26%
11%
20%
22%
VoIP
12%
For getting information
77%
Own blogs
Information browsing
30-44 85% 85% 39% 15%
45-59 81% 80% 24% 12%
12%
60+ 61% 61% 6% 6%
6%
16%
13%
12%
9%
0%
5%
5%
12%
14%
8%
83%
81%
17%
6%
69%
72%
20% 59%
25%
68%
Reading online news
28%
39%
29%
11%
40%
24%
26%
0%
29%
16%
15%
0%
50%
27%
Playing/downloading computer or video games
45%
9%
Leisure activities
Downloading/listening to music
55%
65%
6%
23%
Downloading/watching movies, short films, images Downloading/uploading other media 26%
Reading online magazines 17%
16%
21%
12%
7%
9%
19%
7%
Watching Web television
10%
9%
6%
For online banking
29%
42%
27%
Making online payments For other activities
Downloading software Applying for jobs
17%
40%
37%
14% 30%
34%
31%
11%
2%
19%
12%
9%
15%
Listening to Web radio
Reading electronic books
31%
16%
21%
21%
2% 0% 5%
14% 2%
2%
18%
16%
9%
0%
24%
33%
21%
25%
Buying/ordering goods or services
(Source: Infocomm Development Authority of Singapore.The 2006 Annual
Survey on Infocomm Usage in Households and by Individuals)
E-commerce
45% of international air bookings made on ZUJI Singapore are made within two weeks of travel. Around a third of flight reservations (32%) are made a month or more before travel. (Source: ZUJI) Of all international tickets issued by ZUJI in Singapore in Q3 2006, 54% were e-tickets. Out of Singapore’s Internet users who download music online, 82% of them don’t pay for it. (Source: Synovate) In a survey that asked: “Have you ever used an online personal ad or online dating service to meet a potential romantic interest?”, a resounding 96% of Singaporean respondents said “No”. (Source: Synovate) According to a recent survey, there has been a 95% growth in the number of mobile phones with Internet access in Singapore over the past two years. According to the same survey, 8% of mobile users in Singapore use their mobiles to do their personal banking; while 9% use them to search for information on products or services online. (Source:Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) 40% of Singaporean online users said they have paid to download content from the Internet; 9% said they were likely to download new movies paid or unpaid; 13% said they would download TV shows/dramas; 6% said they would download exclusive celebrity interviews; and 38% said they would download music from the Internet. (Source: Mindshare, ADOI) A recent government survey of online shoppers found that only 27% of 15-29 year old Singaporeans had purchased online before, compared to 38% of 30-44 year olds and 34% of those 60 years and above. The least enthusiastic online shoppers were 45-59 year olds, where only 23% had made an online purchase in the past. (Source: Infocomm Development Authority of Singapore.The 2006 Annual Survey on Infocomm Usage in Households and by Individuals)
Online Advertising
A PricewaterhouseCoopers (PwC) study showed that Singapore’s total Internet advertising is expected to almost triple from US$91 million in 2004 to US$256 million in 2009. (Source: AsiaMedia) Industry watchers estimate that Singapore’s online advertising market is worth US$20 million to US$30 million (S$31 million to S$46.5 million) a year. (Source: AsiaOne)
26 asia digital marketing yearbook
Goods/Services Purchased Over the Internet 15-29yrs 30-44yrs 45-59yrs 60yrs+ Items
Value
15-29yrs 30-44yrs 45-59yrs 60yrs+
Top 20 Rank 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
SGD100 to SGD199
22%
Hitwise industries))
Travel products
Ticket(s)- Entertainment
36%
41%
39%
34%
31%
38%
22%
31%
15%
0%
Clothing/footwear
34%
20%
11%
Computer equipment
20%
19%
18%
0%
Tickets(s) - Sports
15%
11%
9%
0%
Shares/Unit Trusts
9%
8%
9%
0%
Entertainment
Computer software IT/Teleco services
32% 17% 12%
Food
8%
Insurance Products
4%
Photo/telco/optical equipment
Groceries Others
5%
4%
10%
16% 18% 10%
8%
6%
5%
3%
15%
18% 2%
7%
0%
0%
31%
0% 0% 0%
5%
0%
21%
69%
2%
0%
(Source: Infocomm Development Authority of Singapore.The 2006 Annual
Survey on Infocomm Usage in Households and by Individuals)
Value of Goods and Services Purchased Online Less than SGD100
SGD200 to SGD499 SGD500 to SGD999
33%
25%
16%
31%
20%
20%
34%
13%
7%
20% 12%
22% 10%
SGD1,000 to SGD1,999
9%
12%
10%
Total:
100%
101%
99%
SGD2,000 and above
9%
12%
7%
19% 0%
38% 0%
101%
(Source: Infocomm Development Authority of Singapore.The 2006 Annual
Survey on Infocomm Usage in Households and by Individuals)
Top Web Sites 1. Yahoo! 2. Microsoft Network (MSN) 3. Friendster 4. YouTube 5. Google.com.sg 6. Blogger.com 7. Google 8. Windows Live 9. WikiPedia 10. Megaupload
Popular Web sites - November, 2006 Web site Market Share www.yahoo.com 2.95% www.hotmail.com 2.91% www.google.com 2.68% sg.yahoo.com 2.67% www.google.com.sg 2.48% mail.yahoo.com 2.19% mail.yahoo.com.sg 1.76% www.msn.com 1.63% www.friendster.com 1.31% www.youtube.com 1.12% search.yahoo.com 1.06% www.gmail.com 0.92% sg.search.yahoo.com 0.91% www.msn.com.sg 0.76% address.yahoo.com 0.75% www.blogger.com 0.69% www.soccernet.com 0.62% www.dbs.com.sg 0.62% www.microsoft.com 0.57% www.poems.com.sg 0.54%
(Source: sg.hitwise.com, (ranked by market share of visits across all
CASE STUDY - ZUJI
CLIENT: ZUJI AGENCY: Epsilon Interactive/AllianceData CAMPAIGN: Regular Travel Tuesday newsletter OBJECTIVES: To increase relevancy for users, and improve ROI for this channel STRATEGY: Search Based Offer email. Subscribers who have made any searches in the past week will receive a custom newsletter. Best flights and best hotel deals will be highlighted for the three most recent searches. Dynamically assemble promos from over 200 destinations. RESULTS: 1. Open rate increased by 72%. 2. Click rate increased by more than 300%. 3. Unique clicks increased by more than 300%. 4. Conversions up by 84%.
(Source: Alexa.com, April 2007)
asia digital marketing yearbook 27
SOUTH KOREA Demographics
There were an estimated 34.1 million Internet users in South Korea (66.5% of the population) in January 2007, showing a growth rate in usage of 79.2% since 2000. South Korea’s Internet users represent 8.6% of Asia’s total online population. (Source: Internet World Stats) Nearly 100% of South Korean Internet users have Internet access at home, according to the South Korean Ministry of Information and Communication. (Source: eMarketer) eMarketer estimates that by 2011, 77% of the population in South Korea will be Internet users, up from 67.9% in 2005.
mediums, South Korean respondents said they found the Internet was the most effective in “delivering information”, “supporting purchase decisions” and “being a source of entertainment”. They did not regard the Internet as being the most effective in “arousing interest” or “drawing attention”. (Source: Synovate) 53.5% of online users spend more than 10 hours a week online; and 24.8% of them spend 4-10 hours a week online. (Source: Yahoo! National Internet Development Agency, July 2006)
In 2006, there were 12.7 million broadband households in South Korea, representing 78.8% of all online households. (Source: eMarketer)
There has been a 34% growth in the number of mobile phones with Internet access in Seoul. 11% of mobile users in the capital use their mobile phones to do their personal banking; while only 6% use them to search for information online. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006)
More than one-third of 3-year-olds in South Korea are Internet users; nearly two-thirds of 5-year-olds are Internet users. And 90% of all South Koreans under 40 are Internet users. (Source: eMarketer)
In a survey that asked: “Have you ever used an online personal ad or online dating service to meet a potential romantic interest?”, a resounding 88% of South Korean respondents said “No”. (Source: Synovate)
Internet Users and Penetration 2005-2011 Year millions % 2005 33.0 67.9% 2006 34.4 70.5% 2007 35.6 72.7% 2008 36.5 74.2% 2009 37.2 75.3% 2010 37.8 76.2% 2011 38.4 77.3%
Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
(Source: eMarketer)
Internet Usage Rate 6-19 20s 2004 95.5 95 2005 97.3 97.2 2006 98.1 98.1
by Age (%) 30s 40s 86.4 58.3 89.8 67.2 91.6 71
50s 27.6 34.7 37.5
60+ 7.3 11 15.2
(Source:Yahoo! National Internet Development Agency, July 2006)
User Behaviour
South Korean Internet users on average spend 1.3 hours per day checking their email; 0.9 hours on online community activities; 2.7 hours on instant messaging; and 3 hours on other Internet activities. (Source: Synovate) In a survey regarding the effectiveness of different 28 asia digital marketing yearbook
% 49% 66% 33%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
Frequency of Blogging Activities Amongst South Korea’s Users Write a blog or contribute to other people’s blogs 72% - Several times a day 2% - Once a day 7% - Several times a week 11% - Once a week 7% - 2-3 times a month 14% - Once a month 6% - Once every 2 months 1% - Less often 3% (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
networking Web site in the past 3 months)
Average Weekly Usage by Age Group (% of respondents in each group) <1 hour
1-2 hours 2-4 hours
6-19
1.9%
4.5%
12.6%
4-10 hours 32.5%
10+ hours 48.5% Total hours 11.0
20-29
1.0%
30-39 40-49 50-59 60+
4.7%
11.6% 13.1% 5.9%
1.4%
6.6%
18.9%
22.9% 20.6% 19.8% 19.2%
4.6%
74.1%
18.3
7.6%
7.5%
4.0%
10.9% 14.5% 13.9% 24.4%
55.0% 45.7% 45.7% 4 6.4%
13.8
(Source: eMarketer, December 2005)
11.0
10.2
9.2
E-commerce
South Korea’s online video revenues for 2006 were US$4.9 million. Prediction: by 2009 the market will generate $23.5 million, and $76.2 million by 2012. (Source: Informa Telecoms & Media) Out of the Internet users who download music online, 52% of them don’t pay for it. (Source: Synovate) In 2006 South Korea generated US$14 billion in B2C e-commerce sales. By 2010 it is forecast that it will generate $28.8 billion which represents a compound annual growth rate (CAGR) of 19.7%. (Source: eMarketer) Most Popular Online Services (%) Activity Male Female Search 67.2 62.5 Email 36.3 38.8 Community 31.0 31.6 News 36.6 22.2 Games 36.9 20.9 1.8 6.4 Blog Shopping 11.6 31.2 E-learning 1.1 1.7 Music 8.0 3.9 E-trade 9.8 0.7 (Source: Yahoo! 2006 Korea Netizen Profile research)
All 65.0 37.5 31.2 29.9 29.4 8.6 20.7 1.3 0.7 0.2
Online Advertising
By 2008, South Korea will be one of just eight markets globally where the Internet advertising share will exceed 10% of total ad budgets. (Source: ZenithOptimedia) The online advertising market will hit US$1.04 billion in 2007, according to keyword advertising company Korea Overture. Keyword advertising accounts for 60% of the total online ad market. (Source: Adotas.com) The online ad banner market in 2006 was worth US$385 million. In order of ad spend: the Entertainment sector (78.5%); Telco (58.9%); Retail (37.8%); Education (36.4%); CPF (31.1%); Transportation (22.4%); Health (21.3%); and Tech/PC (17.7%). (Source: Yahoo! Adram)
Advertising Market Share - Portals (%) Site Paran Empas Yahoo! Nate Daum Naver Share 37.5 4.5 5.6 8.6 12.8 21.5 (Source:Yahoo! KoreanClick, January 2007, Adram, January 2007)
Online Ad Spend by Advertiser (US$ million) Sector (US$m) Rank Advertiser SK Telecom Telco 18.5 1. Samsung Electronics Tech 9.8 2. CJ Entertainments Entertainment 7.8 3. Interpark G-Market Retail 7.7 4. Show Box Entertainment 7.4 5. Auction Retail 7.2 6. Lotte Shopping Cinema 7. 6.1 Entertainment JD Retail 4.6 8. KT Telco 4.5 9. 4.3 10. GS Home shopping Entertainment (Source: Yahoo! Adram 2006)
Top Web Sites 1. Naver.com 2. Daum 3. Nate.com 4 Yahoo! 5. TOM.COM 6. Netmarble.net 7. Internet Auction 8. Gmarket.co.kr 9. Hangame.com 10. Microsoft Network (MSN) (Source: Alexa.com, April 2007)
CASE STUDY- COCA-COLA
CLIENT: Coca-Cola AGENCY: D’KIMS OBJECTIVE: Global soft drinks company Coca-Cola wanted to establish a strong brand profile for its new green tea drink in South Korea. STRATEGY: The company launched a multi-media campaign using a celebrity, based on TV and Windows Live™ Messenger targeted at young female Internet users. To reinforce the product message, consumers could download a custom Windows Live™ Messenger environment to take part in online contests and win prizes. DETAILS: Microsoft delivered a compelling mix of creatives that included: Windows Live™ Messenger Theme Pack delivering a downloadable Messenger environment. Branded emoticons, a short video, and a celebrity endorsement. Competition that rewarded users with a series of special gifts RESULTS: Using the Windows Live HARU Messenger Contents Pack Coca-Cola achieved outstanding results from its campaign: 1. The target download figure was exceeded by almost 30%. 2.More than 130,000 Windows Live™ Messenger Theme Pack downloads were measured.
asia digital marketing yearbook 29
SRI LANKA Sri Lanka currently has just 280,000 Internet users, representing 1.4% of its population. That does represent, however, a growth rate of 130.5% against 2000 where there were only 121,500 people online. Sri Lanka’s Internet users represent 0.1% of Asia’s total online population. (Source: Internet World Stats) It is estimated about 90% of Sri Lanka’s Internet users are in the capital of Colombo. (Source: Gunawardana & Wattegama, 2004) As at the end of Q4 2006, there were 5,412,496 cellular mobile subscribers, equivalent to 27.1% penetration. (Source: Telecommunications Regulatory Commission of Sri Lanka) In Sri Lanka, 65% of Internet users have had tertiary education. (Source: Women’s Learning Partnership) As of 2004, there were only 500 Web sites in Sri Lanka in the national language compared to 25,000 which were in English. (Source: 1994-2004 Asia Pacific Networking Group) Out of Sri Lanka’s Internet users, 71% are male. (Source: 1994-2004 Asia Pacific Networking Group) Sri Lanka’s mobile market has been showing an overall annual growth rate of 50-60% for the last few years. Mobile penetration currently stands at around 27% coming into 2007. (Source: Paul Budde Communication) The Sri Lankan government’s targets for 2008 include creating an IT industry worth US$1 billion, with a pool of 220,000 IT professionals. It is also aiming for a PC penetration of 10%, and Internet penetration of 5% of the population. (Source: Inomy.com) There are currently 23 ISPs in Sri Lanka. (Source: The Sunday Times)
30 asia digital marketing yearbook
Sri Lanka’s Mobile Subscribers 2000-2006 6 5
Million Subscribers
4 3 2 1 0
2000
2001
2002
2003
2004
2005
2006
(Source: The Telecommunications Regulatory Commission of Sri Lanka)
Sri Lanka’s Internet and Email Subscribers Year Number 2000 40,497 2001 61,532 2002 73,468 2003 85,500 2004 93,444 2005 115,000 2006 130,000 (Source: The Telecommunications Regulatory Commission of Sri Lanka)
Top Web Sites 1. Yahoo! 2. Google.lk 3. Microsoft Network (MSN) 4. Google 5. Hi5 6. Cricinfo 7. Microsoft Corporation 8. Windows Live 9. YouTube 10. Megaupload (Source: Alexa.com, April 2007)
TAIWAN Demographics
There are currently 14.5 million Internet users in Taiwan, representing 63% of the population. That figure represents a 131.6% growth rate from 2000, where there were only 6.2 million Taiwanese online. Taiwan’s Internet users represent 3.6% of Asia’s total online population. (Source: Internet World Stats) The Internet penetration rate among Taiwanese male users in 2006 was 65%; and among female users it was 63%, up 7% and 5% respectively from 2005. (Source: FIND) The number of broadband subscribers in Taiwan reached 4.5 million by the end of 2006. The total number of Internet users with valid and active accounts in Taiwan reached 9.68 million at the end of June 2006, representing a year-on-year growth rate of 3%. (Source: FIND) As of September 2006, 79% of households in Taiwan owned PCs, 72% of households had Internet access, 62% of households had broadband access and 87% of online households were using broadband connections. (Source: FIND) There were a total of 22.98 million mobile phone subscribers in Taiwan at the end of September 2006. (Source: FIND) In 2006, 21.78% of the population aged 12 or above in Taiwan had used mobile handsets or WLAN to access the Internet. (Source: FIND) By the end of January 2007, Taiwan had 1.81 million mobile Internet users. Of those, 1.02 million were males and 0.78 million were females. (Source: TWNIC) In 2006, 94.38% of households in Taiwan with access to the Internet had an average income of NTD 100,001-150,000; 91.82% had an income of NTD 60,001-80,000, and 90.94% had an income of NTD 80,001-100,000. (Source: TWNIC)
Taiwan’s Internet Users Characteristics Under 12 yrs old Aged 12 and above Male Female (% of age group) 12-15 yrs old 16-20 yrs old 21-25 yrs old 26-35 yrs old 36-45 yrs old 46-55 yrs old 56+
millions 1.96 13.26 6.76 6.5 % 94.6% 94.7% 92.1% 87.8% 74.3% 57.1% 16.6%
(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report
of The Jan Survey of 2007)
Taiwan’s Mobile Internet Users % of age group 12-15 yrs old 16-20 yrs old 21-25 yrs old 26-35 yrs old 36-45 yrs old 46-55 yrs old 56+
% 9.15% 19.26% 15.69% 17.74% 8.76% 1.83% 0.62%
Taiwan’s Broadband Users % of age group Male Female 12-15 yrs old 16-20 yrs old 21-25 yrs old 26-35 yrs old 36-45 yrs old 46-55 yrs old 56+
% 64.46% 62.24% 85.29% 91.40% 87.90% 82.67% 69.85% 53.33% 13.59%
(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report
of The Jan Survey of 2007)
User Behaviour
Taiwan’s Internet users on average spend 1.6 hours per day checking their email; 1.2 hours a day on online community activities; 3.5 hours a day on instant messaging applications; and 3.4 hours on other Internet activities. (Source: Synovate) 900 million SMS messages were sent in Q1 2006, 17% up from Q4 2005. 340 million were sent in January alone, the highest ever in a single month. (Source: National Communications Commission) asia digital marketing yearbook 31
As of January 2007, the most frequently used mobile service was “Ringtones Download” used by 39.36% of users, followed by “Information Browsing” (21.14%) and “Email” (8.76% of users). (Source: TWNIC) There has been a 65% growth in the number of mobile phones with Internet access in Taipei over the past two years. 11% of mobile users in the capital now use their phones for personal banking; 17% use them to search for information on products or services online. (Source: Synovate) Frequency of Blogging Amongst Taiwan’s Users Write a blog or contribute to other 69% people’s blogs - Several times a day 4% - Once a day 7% - Several times a week 11% - Once a week 14% - 2-3 times a month 7% - Once a month 9% - Once every 2 months 2% - Less often 13% (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a social
% 58% 65% 39%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
Broadband Users’ Activities (% of responses*) 70
% 38.36% 8.76% 21.14% 8.17% 4.54% 3.05% 2.26% 1.16% 1% 0.68%
(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report
of The Jan Survey of 2007 *multiple choice)
E-commerce
62% of Taiwanese users have paid to download content from the Internet; 23% were likely to download new movies paid or unpaid; 25% would download TV shows/dramas; 12% would download exclusive celebrity interviews; and 56% would download music. (Source: Mindshare, ADOI) According to Gartner, mobile data service ARPUs in Taiwan in 2006 stood at US$2.10. (Source: FIND)
Online Advertising
networking Web site in the past 3 months)
Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
Mobile Internet Users’ Activities* Activity Ringtone download Email Information browsing Information search Game download Financial transactions News/Weather Application download Information upload Shopping
%
By 2008, Taiwan will be one of just eight markets globally where the Internet advertising share will exceed 10% of total ad budgets. (Source: ZenithOptimedia) The revenue from value-added mobile services only accounts for 5%-10% of the whole mobile market. (Source: FIND) Taiwan’s online video revenues for 2006 were US$0.9 million. Prediction: by 2009 the market will generate $3.3 million, and $16.6 million by 2012. (Source: Informa Telecoms & Media) In 2006 Yahoo! bagged nearly 70% of the NT$3.74 billion (US$112 million) online ad market. 97% of local Taiwanese users visit Yahoo! Taiwan. (Source: Commonwealth Magazine)
60 50 40 30 20 10
Watching videos
Watching TV
Newsgroups
Online banking
Online radio
Online shopping
Downloading software
Online game
Downloading music
Chat/ICQ
Web surfing
Information search
0
(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report of The Jan Survey of 2007 *multiple choice)
32 asia digital marketing yearbook
Top Web Sites 1. Yahoo! 2. Wretch.cc 3. PC home [Taiwan] 4. Yam 5. Gamer.com.tw 6. Microsoft Network (MSN) 7. HiNet 8. Google.com.tw 9. Wefong.com 10. Badongo (Source: Alexa.com, April 2007)
THAILAND Demographics
In 2006, there were 8.42 million Internet users in Thailand, representing 12.5% of the population. There has been a staggering 266.1% growth rate in the number of Internet users in Thailand since 2000, when there were just 2.3 million users. Thailand’s Internet users represent 2.1% of Asia’s total online population. 9 8
million people
(Source: National Statistics Office, 2003/2004)
User Behaviour
Thailand’s Internet users on average spend 1.7 hours per day checking their email; 1.5 hours a day on online community activities; 3.5 hours a day on instant messaging applications; and 3.3 hours on other Internet activities. (Source: Synovate)
7 6 5 4 3
266% GROWTH
2 1 0
Thailand’s Internet Users (% of users) 52.6% Male 47.4% Female 10% 6-14 yrs old 52% 15-24 yrs old 19.8% 25-34 yrs old 15% 35-49 yrs old 3% 50-59 yrs old 0.2% 60+
2000
(Source: Internet World Stats)
2006
According to the most recently available statistics, the household PC penetration rate in Thailand is around 11.1%. That is compared to an overall Internet penetration rate of 11.9%. (Source: NECTEC, Thailand ICT Indicators 2005) There were about 570,000 broadband subscribers in Thailand in 2005 and 3.18 million broadband users. That works out at about five users per subscription to ADSL. (Source: Bangkok Post) The PC penetration rate in Thailand is around 15% - but for mobile phones the penetration rate is closer to 50%. It is forecast that new mobile phone sales will account for 8-10 million units in 2007, with 1-2 million of these expected to be so-called “smart phones”. (Source: Bangkok Post) Local mobile data consumption, led by music downloads and Internet access, registered skyrocketing growth in the Q1 2007. The emerging non-voice communications market in Thailand is expected to grow by 40% this year in a market worth more than 26 billion baht (US$798 million). (Source: Bangkok Post)
In a survey regarding the consumption of news, Thai respondents said that when a major disaster or news story breaks, only 6% of them turn to the Internet, compared to 80% which turn to the TV. In the past week 45% of them had read the weekend newspapers for over an hour; 31% had gone online to read a blog; 16% had received news on their mobiles; 11% had emailed some interesting news to a friend; 15% had received a regular, subscribed to news email; and 4% accessed a news Web site that they had paid to use or subscribe. (Source: Synovate) In a survey regarding email etiquette, in reply to the question: “which is the most impolite email habit?”, 46% of Thai respondents said “sending chain emails”, while only 11% said “using a PDA while out with others”. (Source: Synovate) In a survey regarding the effectiveness of different mediums, Thai respondents said they found the Internet was the most effective in “delivering information” and “supporting purchase decision”. They did not regard the Internet as being the most effective medium in “arousing interest”, “being a source of entertainment” or “drawing attention”. (Source: Synovate)
E-commerce
According to a recent survey, there has been a 87% growth in the number of mobile phones with Internet access in Bangkok over the past two years. According to the same survey, 7% of mobile users asia digital marketing yearbook 33
in Bangkok use their mobile phones to do their personal banking; while 8% use them to search for information about products and services online. (Source: Synovate, PAX-Pan Asia Pacific Cross Media Survey 2006) Direct online travel reservations in Thailand now account for around 40% of total travel-related transactions. That represents an increase of 10% compared to five years ago, according to the Association of Thai Travel Agents. (Source: TravelWireNews, May 2006) Out of the Thai Internet users who download music online, 80% of them don’t pay for it. (Source: Synovate) The total value of e-commerce transactions covering B2B and B2C - in 2003 was estimated at 58,529 million baht (US$1.79 billion) of which 99% came from B2B.That year only 20.9% of Thais had bought anything online. (Source: NECTEC, Thailand ICT Indicators 2005) A recent study on the online gaming market in Asia/Pacific excluding Japan (APEJ) revealed that Thailand totalled US$32.9 million in subscription revenues in 2005, growing by approximately 44% over 2004. Thailand is the largest online gaming market in South East Asia, holding 2.4% market share of the APEJ region’s total subscription revenue of US$1.39 billion in 2005. (Source: IDC) Thais’ Preferred Online Activities (% of activities conducted online) Information search 31.9% Email 31.6% News 14.1% Chat/ICQ 7.1% Games 5.8% Download software 2.1% View products 1.3% Download music 1% Download game 0.5% (Source: NECTEC, Thailand ICT Indicators 2005)
Most Popular Sites by Category* Categories % of total visited Entertainment 29.6% Internet 26% Business 9.5% News 7% Personal 6% Games 5% Shopping 3.3% Government 2.4% Computer 2.4% Education 2.1% (Source: NECTEC, Thailand ICT Indicators 2005, * 2003 figures)
34 asia digital marketing yearbook
Frequency of Blogging Activities Amongst Thailand’s Users Write a blog or contribute to other 84% people’s blogs 5% - Several times a day 5% - Once a day 15% - Several times a week 15% - Once a week 18% - 2-3 times a month 12% - Once a month 7% - Once every 2 months 6% - Less often (Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. Those who have visited/used a blogging/social
networking Web site in the past 3 months)
Frequency of Social Activities Activity Used instant messengers in past 3 months Used Web-based email services in past 3 months Visited blogging/social networking Web sites in past 3 months
% 33% 45% 18%
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
Online Advertising
Thailand’s online advertising market is valued at around 80 million baht (US$2.4 million). (Source: Nation) Thailand’s online advertising spend is fragmented. Some experts estimate the figure is less than 1% of total media spend, estimated at 89 billion baht (US$2.7 billion) in 2006 by Nielsen Media Research. (Source: TMCNet) According to Truehits in August 2006, Google is the favourite amongst Thais when it comes to search engines. It has a market share of 88.4%, followed by Sanook which only has 9.75%, Yahoo! with 0.85% and MSN which has 0.61%. (Source: AsiaMedia) Top 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Web Sites (IP/day) www.sanook.com www.kapook.com www.manager.co.th www.mthai.com teenee.com www.playpark.com www.dek-d.com www.sf.in.th www.siamza.com www.yenta4.com
(Source: Truehits)
296,472 176,679 140,396 132,147 126,458 108,500 106,462 95,066 90,527 86,405
VIETNAM Demographics
There were an estimated 14,913,652 Internet users in Vietnam in January 2007, representing 17.5% of the population. Vietnam has shown incredible growth rates of 7,356.8% since 2000 when it had only 200,000 Internet users. Vietnam’s Internet users represent 3.7% of Asia’s online population. (Source: Internet World Stats) The number of Internet users in Vietnam is forecast to increase to around 30 million, according to the Ministry of Posts and Telecommunications. (Source: VietnamNet) The government has announced plans to increase the Vietnam’s Internet penetration rate to 35% by 2010 - and will invest VND100.5 trillion (US$6.3 billion) by 2010 to meet its target. (Source: Internet World Stats) In the last three years, Vietnam’s mobile phone market has boomed, exceeding the economy’s 8% average growth rate. The number of subscribers increased by 7 million - a 70% jump - last year to reach 17 million people. Prediction: Vietnam will have 46 million mobile users by 2010, growing at a rate of 270% from today’s level. (Source: Wireless Asia) Vietnam will see an GDP growth of 16% due to the growing ubiquity of mobiles in the next four years. (Source: Wireless Asia) Vietnam’s Internet Users Characteristics Male Female 18-30 31-40 42-50 Access Point At Internet café At work At home Internet service Usage a week Less than 30 min 31-60 min 1-2 hours 2-3 hours 3-4 hours 4-5 hours
(Source: ACNielsen Omnibus, Internet Usage in HCMC and Hanoi)
% 41% 24% 53% 23% 10%
E-commerce
Vietnam’s online travel market is expected to grow by a rate of 202.8% from now until 2010. (Source: Euromonitor) 45% of households in Vietnam have PCs, compared to 41% in 2005; and 72% of households have a mobile phone, up from 69% in 2005. (Source: ACNielsen) 10% of households across Vietnam are predicted to make their purchases online by 2010. (Source: NhanDhan) Internet Usage, by Activity, Age Activity 18-30 Chatrooms 72% News/current affairs 63% Play games 57% Email 38% Watching movies 33% Study/homework 15% Work 14% Dating online 11% Job search 5% Listening to music 3% Shopping online 3% 2% Checking the weather
(Source: ACNielesen, Uses of the Inetrnet in HCMC and Hanoi)
41-50 43% 81% 14% 34% 0% 3% 27% 0% 0% 0% 3% 2%
Online Advertising
Online advertising revenues in Vietnam are estimated to reach US$4 million at the end of 2006, a US$2.1 million year-on-year increase from 2005. (Source: VietnamNet) The 2005 turnover from online advertising was VND60 billion (US$3.7 million) - 0.5% of the market value of Vietnam’s domestic advertisement market. (Source: VietnamNet)
3% 15% 31% 50%
The online advertising market is estimated to grow at a rate of 70-100% by 2010, with expected revenues of VND500 billion (US$31 million). (Source: VietnamNet)
13% 40% 22% 15% 4% 1%
Top Web Sites 1. Yahoo! 2. Google.com.vn 3. VnExpress 4. Bao Khuyen hoc & Dan tri Online 5. 24h.com.vn (Source: Alexa.com, April 2007)
asia digital marketing yearbook 35
ADMA Membership Directory BOARD LEVEL MEMBERS
Cathay Pacific Airways www.cathaypacific.com Tel: +852 2747 3840
Main Representative: Harjeet Virdee, Commercial Manager, e-Business Department Dominic Purvis, General Manager, Cathay Pacific Loyalty Programmes
Cathay Pacific Airways is an international airline registered and based in Hong Kong, offering scheduled cargo and passenger services to over 90 destinations around the world. We are deeply committed to Hong Kong, where the Company was founded in 1946. We continue to make substantial investments to develop Hong Kong’s aviation industry and enhance Hong Kong’s position as a regional transportation hub. In addition to our fleet of aircraft, these investments include catering, aircraft maintenance and ground handling companies, as well as our corporate headquarters at Hong Kong International Airport.
DoubleClick International Asia www.doubleclick.net Tel: +852 3760 1888
Main Representative: Jayne Leung, Regional Director, Asia Nicole Chou, Account Director, Asia Andrew Wong, Rich Media Sales Consultant
DoubleClick provides tools and know-how, which enable marketers, agencies and publishers to make their marketing work better in an integrated, multi-channel world. In Asia Pacific DoubleClick has offices in Hong Kong, Beijing, Sydney and Singapore as well as channel partners in Tokyo and Seoul.
eBay www.ebay.com.hk Tel: +852 3550 8511
Main Representative: Kerry Wong, Managing Director, Hong Kong Ben Grubbs, Marketing Director, Hong Kong
Founded in September 1995, eBay is The World’s Online Marketplace for the sale of goods and services by a diverse community of individuals and small businesses. Today, the eBay community includes more than a hundred million registered members from around the world. People spend more time on eBay than any other online site, making it the most popular shopping destination on the Internet.
Epsilon International www.epsilon.com/international Tel: +852 3589 6308
Main Representative: Dominic Powers, Managing Director, Asia Pacific
36 asia digital marketing yearbook
Cindy Burke, Account Manager, Asia Pacific Rob Stanley, Regional Director, Asia Winnie Wong, Senior Marketing Manager, Asia Pacific
Epsilon International is a leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies worldwide. Through its combination of innovative technologies, professional services and vertical market expertise, Epsilon International helps marketers acquire, grow and retain profitable customer relationships through highly relevant and personalised email communications. The company’s end-to-end suite of industryspecific products and services includes scalable email campaign technology, delivery optimisation, marketing automation tools, turnkey integration solutions, strategic consulting, and creative expertise to produce email programs that generate measurable results throughout the customer lifecycle.
Microsoft Digital Advertising Solutions www.advertising.microsoft.com/asia/home Tel: +852 2804 4281
Main Representative: Gina Hertel, Regional Director of Marketing for Asia Pacific, Greater China, and Japan Karen Chia, Head of Multinational Sales, Asia Gregg Albright, Sales Directory, Asia Pacific Microsoft has built its business on an understanding of consumers’ changing relationship with technology. Now it is putting the full breadth of that understanding at the service of advertisers. Microsoft Digital Advertising Solutions offers a range of deeply targeted channels that reach across every element of the emerging digital lifestyle. With consumers now connecting to the Internet at all times, for many different reasons, and through various devices, Microsoft’s unbeatable reach and service are the keys to establishing an ongoing dialogue.
Nokia www.nokia.com Tel: +65 6723 2323
Main Representative: Ruhne Fiala, Marketing Director, Nokia Multimedia, Asia Pacific Jawahar Kanjilal, Director, Multimedia Experiences, Nokia Asia Pacific Alison Tan, Campaign Manager, Multimedia Marketing, Asia Pacific Yoong Leong Yan, Senior Manager, Music Experiences, Multimedia Experiences, Asia Pacific A leading player in mobile communications in the Asia Pacific, Nokia first started operations in the region in the early 1980s. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry in the region. Nokia’s regional corporate headquarters is located at Alexandra Technopark in Singapore. As the regional hub for Nokia, it is a base from which over 700 staff provide leadingedge technology, product and solutions support to the 20 diverse markets and Nokia offices in the Asia Pacific. As of January 2004, Nokia streamlined its global organisational structure to strengthen its focus on convergence, new mobility
markets and growth. To address emerging new business areas in the Mobility era while continuing to grow its leadership in mobile voice communications, Nokia has four business groups to best meet the unique dynamics of each business: Mobile Phones; Networks; and Enterprise Solutions.
Orbit Media www.orbitmedia.com.au Tel: +61 2 9957 6533
Main Representative: Paul Campbell, Managing Director
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 Web sites 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.
Upstream Asia www.upstreamasia.com Tel: +852 2973 0222
CORPORATE MEMBERS
Adsperience www.adsperience.com Tel: +852 2581 2919
Main Representative: Terry Iu, Business Development Manager
AGENDA Corporation www.agenda-asia.com Tel: +852 2298 3888
Main Representative: Magdalena Wszelaki, Regional VP, Strategic Planning Steve Hsia, Group CEO Eric Ng, Chief Innovation Officer Clement Yip, Chief Creative Officer
Axonus Asia www.axonusasia.com Tel: +852 2521 5455
Main Representative: Jay Jhaveri, Managing Partner Alastair Monteith-Hodge, Managing Director, Momentum 54 Strategic Communications Anthony Pettifer, Managing Partner, Brandstorm Kingsley Smith, Managing Director, MDA Management Development Asia-Pacific
Main Representative: David Ketchum, Chief Executive Officer Paul Mottram, Chief Operating Officer
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 Webbased communications services. Upstream primarily works with clients in three sectors: technology/ media/ telecommunications; consumer/ lifestyle/ travel; and corporate and financial. Yahoo! Asia http://advertising.yahoo.com Tel: +852 2882 3899
Main Representative: Ivy Wong, Senior Director, Asia Pacific Sales William Woo, Senior Manager, Asia Pacific Sales
Yahoo! is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! seeks to provide online products and services essential to users’ lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users around the world.
G2 Interactive G2 Interactive www.g2.com Tel: +852 2510 6888
Main Representative: Huen-yee Lee, General Manager Susan Reingold, VP, Corporate Development & Communications, Asia Pacific, Grey Global Group
Google www.google.com Tel: +852 2166 8702
Main Representative: Derek Callow, Marketing Manager, HK & SE Asia
HSBC Direct www.hsbcdirect.com Tel: +852 2822 3341
Main Representative: Rose Leng, Head of Direct Propositions Mike Zung
The Hyperfactory www.thehyperfactory.com Tel: +852 2179 5013
Main Representative: Geoff Handley, New Business Director, Asia Pacific Derek Handley, Managing Director Howard Hunt, Mobile Integration Manager Shannon Lam, Business Development Director, HK & South China
Method Media www.method.com.sg Representative: Martyn Tan, Media Director
Premiere Global Services www.premiereglobal.com.au Tel: +61 2 9338 8822
Main Representative: Joanne Rigby, Marketing Manager, Asia Pacific Becky Lai, SE Asia Marketing Co-ordinator Nigel Mendonca, Regional Sales Director, South East Asia
ZUJI www.zuji.com Tel: +852 2175 5233
Main Representative: Sean Seah, Country Manager, Hong Kong Albert Bagaman, Manager Partnerships & Media Sales
INDIVIDUAL MEMBERS
ICLP www.iclployalty.com Tel: +852 2803 8100
Main Representative: Etienne Maccario, Manager, Digital Marketing Stephen Hay, General Manager, Hong Kong Paul Smitton, General Manager, North Asia & Greater China
Ion Global www.ionglobal.com Tel: +852 2865 5880
Main Representative: Marcus Crowley, Managing Director, Hong Kong Cyrus Ma, Account Director Garland Mak, Marketing Manager Ginny Wong, Marketing Executive
Johnson & Johnson Vision Care Asia Pacific www.jnjvision.com Tel: +65 6827 6000
Gary Ho, Marketing Manager Li Ting Low, Regional Interactive Marketing Manager
OgilvyOne www.ogilvy.com Tel: +852 2568 1177
Main Representative: Sean Rach, Managing Director Jason Kwong, Head of Interactive, Business Director
Omniture www.omniture.com Tel: +61 4 2261 6398
Main Representative: Marc Gagne, Director Sales & Client Services APAC Anthony Lam, Technical Account Manager, Asia
Accoona www.accoona.cn Representative: John Fernandez, Director of Marketing
Profero www.profero.com Tel: +852 2524 5188
Main Representative: Patrick Ko, Director Amelie Cheng, Senior Client Service Executive Henry Wood, Business Director (Hong Kong)
Main Representative: Chris Axberg, Publisher Don Anderson, Manager, Marketing & Communications Pen Kwok, Business Development Manager David Savelson, Assistant Director, Multimedia
S
I
A
P
A
C
I
F
I
C
Think Partnership www.thinkpartnership.com Tel: +852 2166 8614
Main Representative: Phil Ingram Benjamin Condit
TribalDDB www.tribalddb.com Tel: +852 2828 0310
Main Representative: Adam Good, President, Greater China Jenny Williams, Managing Director Australia
WebDNA Interactive www.webdna.com Tel: +852 2581 2918
e-Crusade www.e-crusade.com Representative: Venus Lee, Director
Eight Partnership www.eightpartnership.com Representative: Louise Hammond, Online Business Director Emporio Asia www.emporioasia.com Representative: Vincent Kobler, Chief Executive Officer
SCMP.com www.scmp.com Tel: +852 2565 2222
A
AsiaPac Net Media www.asiapac.com.hk Representative: Daniel Chan, Marketing Manager
Main Representative: Leonard Chan, Chief Executive Officer
Eureka Group www.eureka-group.com Representative: Louis Yang, Director
Eureka Technology Partners www.eureka.lk Representative: Sanjay Mendis, AGM Marketing
Factiva www.factiva.com Representative: Irene Leung, Marketing Manager, Dow Jones & Co.
Fluid www.fluidhk.com Representative: Simon Squibb, Marketing Director
Forbes.com www.forbes.net Representative: Inez Albert, Regional Sales Director forumline www.forumline.com Representative: Meraj Huda, Principal Consultant Frenzoo www.frenzoo.com Representative: Simon Newstead, Managing Director
MRM Worldwide www.mrmworldwide.com Representative: Jennifer Faucon, Director Nielsen//NetRatings www.nielsen-netratings.com Representative: Joseph Kam, Director OneXeno www.onexeno.com Representative: Ralph Szeto, General Manager
Game Guru www.gameguru.biz Representative: Napoleon Biggs, Director Pilot Simple Software www.pilot.com.hk Representative: Tim Hay-Edie, Managing Director Pixel Media www.pixelmedia-asia.com Representative: Kevin Huang, Chief Executive Officer
Reuters Group www.reuters.com.cn Representative: Glenn Asano, General Manager, Consumer Services Shanghai Xianda Info Tech Representative: Minchu Mo, Director
Tektronix www.tektronix.com Representative: Gapun Tang, Marketing Program Manager, Asia Pacific Region
Tree & Me www.treeandme.com Representative: Andrew Harris, Director
USA Today www.usatoday.com.hk Raymond Suen, Managing Director, Asia Pacific WebPro www.eeplace.com Representative: Larry Kwang, Founder
Who Digital www.whodigital.com Representative: Julie Fitzpatrick, Business Director X.ON Communications www.thexon.com Representative: Felix Leung, Director
Yo-So Technologies www.yo-so.com Representative: Jeff Chui, Chief Search Engine Marketer
Gravitas www.gravitas.com.hk Representative: Ricky Chu, Sales & Marketing Director G S Quantum Multimedia www.gsqm.com Representative: Gary Gopinathan
iMagic Systems / MyClick Media www.myclick.hk Representative: Rupert Purser, Chief Executive Officer
Isobar Global www.isobar.net Representative: Barney Loehnis, Network Director, Asia Media Explorer www.me.com.hk Representative: Davy Ma, Director
asia digital marketing yearbook 37
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 Web site at www.asiadma.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 â&#x20AC;&#x201C; 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 2973 0222
Fax: +852 2973 6900
Email: contact@asiadma.com Web site: www.asidma.com
Š Asia Digital Marketing Association 2007