Here are the most eye-catching digital marketing stats from APAC in April.
This month’s topics include WeChat, video advertising, Indian ecommerce, Chinese digital agencies and much more.
More stats are available in Econsultancy’s Internet Statistics Compendium.
31% of WeChat users have made purchases via the platform
We start with a McKinsey survey of Chinese ecommerce.
One of the most interesting parts of the wide-ranging study was WeChat. Of the WeChat users surveyed, 31% had initiated purchases on the platform – double the proportion of the previous year.
Purchases were defined as either those in WeChat, through brand accounts, or in other apps, but beginning with a link from WeChat.
The survey engaged more than 3,100 people across a range of income levels and household locations.
Chinese multiscreeners spend more than mobile-only users
The same McKinsey survey found that consumers who use two or three connected devices spend more online than mobile-only consumers. 17% to be precise.
These multi-device users also shop in 29% more categories and interact 14% more with businesses through social networks.
Two thirds of APAC consumers find ad tracking to be ‘creepy’
90% of APAC consumers would consider using ad blocking software.
67% find ads using tracking technology to be “creepy”, according to Unruly’s latest study.
3,200 people were surveyed globally about online video advertising. Other findings include:
- 86% of Southeast Asian consumers say if an ad feels fake they lose trust in the brand.
- This figure was 77% amongst Australians.
- 65% of Australians find pre-roll ads off-putting.
- Pre-roll deters only 45% of consumers in Southeast Asia.
64% of Chinese marketers want to work with integrated agencies
31%, though, would prefer to employ specialist agencies in each discipline.
These are the findings of R3’s Agency Scope study, based on interviews with 400 senior marketers.
Indian ecommerce to grow 700% by 2020
Gross merchandise value (GMV) of B2C ecommerce hit $16bn in 2015 and will rise to $102bn in 2020.
In the slower-growing B2B market, GMV was $300bn in 2014, estimated to rise to $700bn by 2020.
B2C growth is, fairly obviously, fuelled by an increase in online shoppers, up from 20m in 2013 to an estimated 140m in 2018.
The study comes from the Confederation of Indian Industry (CII).
The figure above includes only B2C ecommerce, excluding online travel and classifieds. *estimated numbers
77% of Australian marketers see email as their number one channel
An Economist and Marketo survey of 500 marketers’ ownership of customer experience revealed the following about Australia & New Zealand.
- 86% of marketers globally say they will own the end-to-end customer experience by 2020.
- In Australia, 77% of marketers see email as their number one channel. This was just 47% in Europe.
- Social media is the number one channel in New Zealand, ranking third in Australia.
- Only 13% of Australian & NZ respondents were focused on bringing in new skills, versus 20% in the rest of the world.
N.B. These findings were reported in Digital Market magazine, but I couldn’t find them in the survey itself (I presume Digital Market was briefed with additional data).
Digital to overtake traditional media consumption in China
Chinese consumers will spend more time on digital channels than traditional media in 2016, a first in the country.
eMarketer’s data predicts the average Chinese adult will spend 6hr 6mins a day consuming media, including an average of 3hrs 5mins on digital platforms.
31% of APAC marketers are currently using native advertising
- 69% of marketers and advertisers in APAC say they do not currently have a specific native advertising strategy in place.
- According to the data, 31% of marketers are currently using native advertising as part of their marketing mix.
- 39% recognise the opportunity and are working towards a strategy.
This data comes from Warc’s survey of 300 advertising and marketing professionals across 16 APAC markets.
14 APAC markets will see online video revenue grow 300% in next five years
Revenue in these markets is expected to grow from $13bn in 2016 to $35bn in 2021.
China’s annual growth rate of 22% has a big impact on regional growth, accounting for 76% of all online video revenue in Asia Pacific by 2021.
Japan, Australia, Korea and India will have an aggregate 17% share of APAC online video revenue.
The Media Partners study showed that online video will account for 22% of APAC adspend in 2020 ($22bn), up from 15% in 2015.