|
|
|
| |
CMO COUNCIL™ ASIA PACIFIC
FACTS AND STATISTICS
|
|
China  India Japan Indonesia Austrailia Singapore
|
- 55% of Asia Pacific marketers track the effectiveness of the marketing dollars they spend. However, for more than 80% of these marketers, tracking is done manually, whereby responses, results and/or data are captured, compiled and analysed by hand.2
- In the Asia Pacific region, referrals from friends and family members continue to be the number one way that people learn about new Web sites and content. 1
- Asia Pacific has the world’s highest use of search (45% of the total) and search accounts for the majority of advertising revenue, but is initiated by the user, not the advertiser.1
- Google leads in search Asia Pacific, except for in China, where Baidu’s enormous usage not only makes it top the list but also propels it into the top three search engines worldwide.1
- In APAC's high GDP growth markets, such as Greater China, India and Singapore, brand-building remains a priority. In these markets, our research found that 55% of marketers name growing brand awareness as their top reason for marketing spend, while growing the company's revenue and generating leads for future conversion come a distant second and third, with 12% and 10%, respectively.2
| Asian countries with most Internet users |
| China | 210 million |
| Japan | 87.5 million |
| India | 60 million |
| South Korea | 34.9 million |
| Indonesia | 20 million |
| Source: Miniwatts Marketing Group, 2008 |
| Asia-Pacific consumers using mobile devices to check email |
| Mainland Chinese | 34% |
| Hong Kong | 29% |
| Japan | 27% |
| Malaysia | 11% |
| Australia | 6% |
| Source: Epsilon International, 2008 |
|
 |
SINGAPORE
- Online ad spend in Singapore should overtake traditional media spend after 2010. 1
- Singapore’s 81.1% internet penetration is the highest in the region and perhaps the world. 1
- In Singapore, 62% of online users play games, 59% listen to music, 53% communicate with others, and 49% watch videos.1
|
|
INDIA
- Just 5.3% of India’s population is online, compared to the global average of 19.1%. 1
- 72% of Indians say they are likely to pass on promotional emails. 1
- More than half of all Indian internet users go online mainly to send email, with searching for information a distant second at 20% of users.1
- Just 9.63 million people in India actually subscribe to the Internet, with the number of broadband subscribers at 2.67 million.3
|
|
AUSTRALIA
- Almost three quarters of Australian internet users shop online, and more than a third have booked overseas holidays.1
- Australia has 75.9% Internet penetration. 1
- Austrailians spend more time online (13.7 hours per week) than watching TV (13.3 hours).4
- 92% of Australian internet users own a mobile phone, and 45% of those with web-enabled phone owners use their phones to go online.4
|
|
INDONESIA
- Indonesia’s online population has grown 900% since 2000, but still comprises only 8.5% of the total population. 1
- Indonesia's online travel sector is expected to grow by 70-83% a year from 2006 to 2010.5
- Online spending in Indonesia is growing at 12.6% annually.5
|
|
JAPAN
- The Japanese are the only people in Asia Pacific to use the internet as one of their main sources of news. 1
- In Japan, now around 10% of all ad budgets are spent online, and mobile comprises around 10% of that.1
- Half of all goods bought online in Japan are purchased using mobile phones.6
- 8% of Internet users worldwide speak Japanese.7
|
|
CHINA
| Top Five Digital Advertisers in China |
| Brand | Awareness |
| China Mobile | 76% |
| Coca-Cola | 74% |
| China Unicom | 70% |
| Samsung | 69% |
| Olay | 68% |
| Source: TNS/Digital Media |
- 74% of Chinese say they are likely to pass on promotional emails. 1
- China is now the third largest importer of goods and the seventh largest consumer market in the world, with a middle-class consumer segment numbering over 100 million. And while the global economy may be softening, average household income for this segment is growing by 12–15% per annum.8
- China’s online revenues are expected to top US$3 billion by 2010 - double 2007 levels. 1
- The Chinese have wholeheartedly embraced social networking, and 80% say being online is an essential part of how they live their lives. 1
- Hong Kong men spend more time online than they do watching television, but Hong Kong women are more likely to blog (21% vs. 14%) and to book travel online.1
- China has 42 million bloggers - more than the U.S. and Europe combined - and if the Chinese blogging community were a country, it would have a larger population than all of Argentina. 1
- Chinese expenditure on items such as mobile phones, flat screen televisions and personal computers increase 19 percent in 2007, with revenues expected to top $100 billion by 2009.9
- China recently passed the United States as having the world’s largest population online, but still has massive expansion potential ahead with just 16% of its total population online. 1
- Hong Kong has the world’s highest mobile messenger usage, with 23% of global users. 1
- Baidu dominates the Chinese search market, accounting for more than 60% of search-based revenues in the third quarter of last year, far ahead of Google's 24%.10
- Hong Kong is an important launch pad for marketing cosmetics and skincare products into the Mainland Chinese market; it acts as a showcase for the millions of Chinese tourists (15 million in
2007) that annually visit Hong Kong to shop. In 2007, the size of the cosmetics and toiletries market in Hong Kong was estimated to be worth US $815 million. The 28 million tourists that visited Hong Kong in 2007 (of which 15 million were from Mainland China) augmented demand in the local Hong Kong market of 6.9 million people. According to the Hong Kong Tourism Board, about 80% of the Mainland Chinese tourists who visited Hong Kong “went shopping” and cosmetic and skincare products were among their top 3 shopping
purchases.11
|
|
Sources
- Asian Digital Marketing Association
- Brand Strategy, 2008
- Telecom Regulatory Authority of India
- Marketingcharts.com/Nielsen Online
- Hotelmarketing.com
- Infinita/Wireless Watch
- Digital Economy Factbook 2007
- World Advertising Research Center
- Financial Times, 2008
- Analysys International
- US Department of Commerce 2008
|
|
|
|
cmo council apac 
