The month of June brought a wide variety of studies and reports into marketing and ecommerce in APAC.

Topics include media habits during Ramadhan, B2B sales tactics across APAC, video ad duration vs. popularity, Indian app security, proximity payments in China, and internet addiction in Singapore.

When you're finished reading, subscribers should check out the Econsultancy Internet Statistics Compendium for more insight.

Media habits change during Ramadhan in Indonesia 

61% of the Indonesian population uses mobile (for an eye-watering average of 5.5 hours per day), compared to only 17% on desktop.

Google and GfK data from 2015 showed mobile search increasing significantly in Indonesia in the week before Ramadhan, as people prepared prayer, food and travel.

  • Pre-sunrise search activity increased in Ramadhan - the period when Muslims are awake and eating.
  • Entertainment content was popular during this period, with video consumption up by 15% during the holiday.
  • Ecommerce traffic increased 152% between 3am and 6am during Ramadhan.

ramadhan searches

ecomm ramadhan traffic  

B2B sales expectations are not being met

It seems a little obvious to say that salespeople and prospects don’t always see eye-to-eye.

However, Hubspot did some research in APAC, surveying salespeople and customers in early 2016.

The disparity between subjects that each party wants to discuss during a first call is shown in the chart below.

hubspot study

Elsewhere in the report is possibly the funniest word cloud in marketing, which shows freeform answers clients have given when asked to describe salespeople on a first call.

Pretty clear.

sales word cloud

Longer video ads are surprisingly popular 

YouTube’s APAC MD, Gautam Anand, told the FT about a trend for longer video ads in the region.

  • The most popular ads from 2015 averaged more than four minutes.
  • Four of the top ten YouTube commercials were more than five minutes in duration.
  • The most viewed ad, from Malaysia Airlines, embedded below, is a whopping 12 minutes.

Though snappy video has always been thought of as more shareable on social media, brands now understand that if the content is good enough, consumers will seek out longer content, such as Nike’s The Switch.

See more on the future of video.

Indians happy to trade data for apps

Nearly half of Indian smartphone and tablet users have allowed access to personal data on their mobile in exchange for free apps.

Symantec-Norton polled more than 1,000 mobile consumers in India aged 16+ and discussed their results with the Times of India.

Nearly 40% had allowed access to their camera, bookmarks and browser history, with almost 30% doing the same for geolocation. Only 8% of mobile app users reject requests to access their data.

Ritesh Chopra, Norton country manager, told IANS that “36% of people grant the access to mobile data because the app they downloaded 'looked cool', regardless of its origin or reputation."

Singaporeans addicted to social networks

Outside of work, people in Singapore spend 23% more time online than the APAC average.

62% admitted to an ‘addiction’ to social networking and the internet, according to AIA’s 2016 Healthy Living Index Survey.

More than 10,000 interviews revealed that people across APAC spend an average of three hours a day online (outside of work). In Singapore the average was higher, at 3 hours 42 minutes.

China sees big growth in proximity mobile payments

Mobile payment at the point of sale more than doubled last year in China (by number of users), according to a new report from eMarketer.

195m consumers in China will use mobile proximity payment in 2016, a 46% growth on 2015. That makes China the largest and fastest growing market for mobile proximity payment.

As a proportion of smartphone users this is 38%, compared with just 19% using these payment methods (e.g. Apple Pay) in the US.

By 2020, the report predicts, half of Chinese will be using mobile payment.

mobile proximity payments

Indian ecommerce growth nearing inflection?

The Times of India reports on the gross merchandise value (GMV) run rate (predicted performance over the next year) of India’s biggest ecommerce firms from May 2015 to May 2016.

A total GMV run rate of $9bn in May 2015 rose to $10.5bn in December 2015, as expected over holidays, but has since slipped to $10.2bn in May 2016.

This 11% growth is seen as relatively modest and possibly hints at an inflection in growth.

Flipkart and Snapdeal make up a large proportion of Indian ecommerce ($3.8bn and $2.2bn GMV respectively in May 2015).

Amazon is going strongly, in India for only three years, the last 12 months saw its GMV rise from $1bn in May 2015 to $2.7bn in May 2016.

For more of the same, download Econsultancy’s China Digital Report, Q1 2016.

Ben Davis

Published 7 July, 2016 by Ben Davis @ Econsultancy

Ben Davis is Editor 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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