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India, Australia and China feature prominently in January 2016's APAC stats roundup.

Mobile payment, online retail growth, martech, ad spend and Netflix are all in the mix.

For more statistical fun, subscribers can download the Econsultancy Internet Statistics Compendium.

Payment going mobile

Asian consumers, using payment methods such as Japan's JCB, are driving up the global average of transactions made on mobile devices.

That's according to Adyen, which has published its latest Mobile Payments Index (MPI), looking at browser-based transactions on mobile. 

  • 34% of global browser-based online transactions are now mobile, as measured on Adyen's network.
  • This figure is up from 30% in the previous quarter.
  • JCB had the biggest percentage of mobile payments (54%).
  • Alipay is at 44% and UnionPay 31%.

mobile payment share

Chinese retail will boom

The Boston Consulting Group has released its predictions for China's total consumer market, which it expects to jump 50% to $6.5tn by 2020.

Online transactions stand to represent 42% of this $2.3tn growth.

Demand for services is set to grow (in sectors such as education and travel) and not just in the biggest cities, with the upper middle class growing outside of Beijing, Shanghai and Guangzhou.

The infographic below was taken from the BCG Perspectives blog.

china retail growth

Martech suprises

Econsultancy's own research next; The Rise of Marketing Technologists.

We surveyed almost 450 marketing, digital and ecommerce professionals based in Australia and New Zealand about their martech. 

One of the surprising findings is illustrated in the chart below.

For 15 different systems, we asked respondents: 

  • Were they (or their clients) investing in it?
  • How difficult did they find it?
  • How critical was it to their business? 

The size of the circle then corresponds to the investment made in the technology.

As you can see, there are certain technologies (mainly social listening and management) that seem to have large investment relative to their criticality.

how critical is tech and how easy to use (mapped with spend)

Oz advertising spend in good shape

Australia's advertising expenditure grew 4.5% in 2015 to reach A$7.9bn across all channels, with digital seeing 20% growth.

Standard Media Index gives this overall increase as A$338m.

Despite strong growth from digital (now a quarter of ad spend), it was Cinema that had a record year, spend up 37.2% (partly influenced by big releases such as Star Wars).

Out-of-home enjoyed a comeback in 2015, up 16% in spend, as digital screens proliferate.

Even good old radio was up 7.8%.

Indian retail also booming

It's not just Chinese retail that's set to boom, Indian retail will double in value by 2020, according to a Confederation of Indian Industry and BCG report.

The retail market will grow from $630bn in 2015 to between $1.1tn and $1.2tn in 2020.

Ecommerce currently accounts for just 2% of the market, according to the report, and this will grow at around 40% annually, from between $8bn and $12bn in 2015 to between $45bn and $50bn in 2020.

More figures are shown in the infographic below, published by Mint.

indian retail market

Australian newspaper readership changes

No surprise that smartphones are still growing as a platform for reading news in Australia. But the mix is still interesting.

New Enhanced Media Metrics Australia has released data that shows readership on smartphone devices increased 8% to 3.6m. This was the fastest growing medium.

  • However, a whopping 9.8m readers still access news content on laptop or desktop.
  • Tablet news apps have readership at 3m. 
  • The consolidated figure for digital readers is 11.6m, still a way behind the 13.8m that read print (a figure that's in decline). 

Netflix in India is for the upper middle classes

Netflix launched in India in January 2015, at a price point of 500 rupees, between five and ten times that of Indian service Eros.

The wealthier consumer is being targeted by Netflix, that will initially offer Western content, before adding more Indian entertainment.

Ben Davis

Published 2 February, 2016 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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