Email still the best channel to promote products
Promotional content in email is most likely to correlate with purchasing habits, with 64% of Asian respondents having purchased something after receiving promotional content by email.
The data comes from Experian’s Digital Consumer View 2015 report, a study of 1,200 digital consumers from Singapore, Indonesia, Malaysia, Thailand, Hong Kong and Mainland China between the ages of 18 and 55.
Email is also way ahead as the consumers’ preferred channel for communication (76% across Asia), with social media (49%) the second preference.
Have you purchased something as a result of promotional content that you received from the following channels?
Social chat beats social media for sharing in China
The same Experian study revealed that social media is the channel most used on average across Asia to share content (63% of respondents repost here).
No surprise there, however Chinese consumers are more likely to share or reshare via social chat apps (66%) than social netwworks (52%).
Where do you normally (re)share content?
Mobile display set to decline as quickly as it grew?
The survey was sent to agencies and brand advertisers in May 2015, with 287 respondents from 17 countries across APAC.
As you can see from the table below, 70% of respondents chose display as one of the three most important mobile channels, up from 43% in 2014. However, respondents predicting this would be the case in 2020 was back down again to 44%.
The table also shows the decline in the importance of app development in APAC over the last two years, and the predicted continuing rise of content marketing.
Which mobile channels are you/your clients planning to use most in your marketing activities this year? Which do you expect to be most important in five years time (choose up to three)?
Mobile budgets are small but increasing
The same study showed that the proportion of businesses spending more than 10% of marketing budget on mobile has increased from one in five, to one in three.
Affordable 4G is growing the Indian smartphone market
According to International Data Corporation’s APAC Quarterly Mobile Phone Tracker, 28.3m smartphones were shipped to India in Q3 2015
That’s a 21.4% increase, year-on-year.
A third of these smartphones are 4G enabled, almost a 300% increase on the previous quarter, as Indian mobile habits are changing.
Samsung emerged as the most popular manufacturer of 4G devices in the quarter, with larger displays in demand.
“Almost one out of every two smartphones sold, had 5-inch plus displays,” Jaipal Singh from Client Devices told the IDC.
“This highlights the shift in consumer preference from a device mostly used for voice calling to an advanced multimedia experience.”
Indian consumers link brands to well-being
Results show that consumers in APAC have greater trust in brands (83% trust brands, compared to 50% globally).
Indian consumers in particular stand out, more inclined to believe that brands should play a role in improving quality of life, and more likely to believe brands are working hard to this end.
This data comes from Meaningful Brands, a Havas global study examining how our quality of life and well-being connects with brands.
The study involved 1,000 brands and 300,000 people in 12 industries across 34 countries.
Thai ecommerce is bigger and more mobile
Two thirds (66%) of internet users in Thaliand shop online at least once a month, with more than half (53%) having done so on mobile devices.
The Visa Consumer Payment Attitudes Study 2015 identifies trends in payments behaviour in six Southeast Asian countries.
32% of respondents stated that mobile was their preferred online shopping method.
Travel: Japan tops league for mobile bookings
Japanese travellers book more using smartphones (24% share) than any other country. APAC as a whole sees 18% of bookings via smartphone, 9% by tablet and 73% by desktop.
EMEA is way behind on the smartphone front (10% of bookings) and has a greater affinity for booking travel by tablets (11%).
Criteo’s travel report for September 2015 comes from the analysis of data collected from more than 500 travel advertisers worldwide.
Share of booking by device, across selected countries
Aussies to spend $7bn over Christmas
As reported in B&T, Adobe has analysed seven years of web transactions (a staggering 1tn) over 350m SKUs.
The analysis predicts December 7th will be the biggest sales day, with total sales over the period at $7bn.
Alibaba Singles Day
China’s Singles Day saw $14.3bn in sales, smashing the 2014 record by 60%. See 10 eye-watering stats from Alibaba’s Singles Day in China.
Brands important to Hong Kong Instagrammers
A study of Hong Kong Instagrammers by Nielsen found that more than half of users (53%) follow brands, with followers spending a longer average time scrolling their feed.
Brands rank third in the categories users are most interested in, below celebrities and friends but above family.
More than 70% of the platform’s users in Hong Kong are aged between 18-34 years old.