Here are all the best digital marketing APAC stats from last month.
I’m a bit late with these, but the quality of the stats more than makes up for it – plenty of lovely charts and infographics, too.
Remember, subscribers can head on over to the Internet Statistics Compendium for more insight.
Singapore leads the way in mobile commerce
For the fifth consecutive year, DigitasLBi has conducted its Connected Commerce survey of the online shopping habits of 1,000 web users (aged 18-64) in each of the 15 countries represented below.
There’s plenty in the report, but I’ve reproduced my two favourite charts.
The first shows the percentage of users that have bought on their smartphones against the daily usage of smartphones (I presume as a percentage of all device usage, though I can’t find clarification).
Singapore and India are notable for high scores on both counts; Belgium, France and Netherlands for low smartphone shopping penetration.
The next chart shows who influences purchases the most in each country.
China is notable for almost 95% of purchases influenced by “other users’ opinions”.
Germany has a more familial approach, with almost 44% of shoppers consulting friends and family before a purchase.
CRM is a focus in APAC
Here are the priorities in full…
And here’s a nice little infographic showing those priorities, and also the top five metrics that APAC marketers are using during their planning phase.
Aussie ecommerce driven by the ‘burbs
75% of Australia’s online purchases are made from the eastern seaboard states, showing that regional cities and growing suburbs are fuelling ecommerce.
The claim is made in Australia Post’s ‘Inside Australian Online Shopping’ report.
Dior best at engaging with ‘key opinion leaders’ in China’s luxury market
Dior, Gucci and Chanel are the most successful luxury fashion brands in China at engaging key opinion leaders (KOL).
Cause marketing in Singapore
81% of Singaporeans think brands should contribute to making society better, according to a study by Be An Idea.
54% of the 265 respondents had bought a product or service because the relevant brand supported a social cause.
However, corporate social responsibility is not something to be taken lightly and the report includes a word of caution.
38% of respondents had noted brand support for a cause they felt was not sincere.
Half of these respondents had then decided to stop purchasing that particular brand or service.
Netflix in APAC
A YouGov study of 15,580 respondents has revealed TV viewing and online streaming habits in APAC.
Points to consider:
- On average, people in APAC spend around six hours per week watching TV.
- 83% still watch TV via broadcast TV channels.
- 59% of respondents watch on-demand content via TV.
- 61% watch on-demand content via desktop / laptop computer.
- 56% watch on-demand content via mobile devices.
However, when it comes to online streaming, most people watch via smartphone at home (32%, with 31% using TV, 26% PC, and 11% tablet).
Netflix has been launched in many APAC countries earlier this year.
YouGov found the following:
- 55% are aware of Netflix, but in China this figure is only 30% (Netflix is not set to launch in China this year).
- 35% of APAC respondents are not sure whether they will subscribe to Netflix or not. 26% of APAC respondents say they will subscribe.
- 11% of APAC respondents say they have already subscribed to the service.
- In Indonesia, the Philippines, and interestingly, China, over 40% of respondents say they will subscribe to Netflix, much higher than other APAC countries.
Aussie online adspend jumps 30%
Online advertising spend has hit A$6.8bn for the year to July 2016, according to the Interactive Advertising Bureau (IAB) Australia.
That’s a 30% jump on the previous year’s figures.
Mobile and video is driving the increase. The year saw a 43% increase in display advertising spend.
Which channels trigger purchase intent?
The Digital Consumer View 2016 report by Experian, reported in Campaign Asia, looks at the online consumer behaviour of 1,200 respondents in key APAC markets.
Here are the most interesting findings.
- Social media is the key driver for triggering product interest in Singapore (28%), Malaysia (44%), Thailand (49%) and Hong Kong (25%). However, in Indonesia it’s SMS (62%), and in China it is chat apps (48%).
- Email is the biggest trigger for online-to-offline conversion in Singapore (27%). In indonesia it’s SMS again (57%) and chat apps again in China (45%).
- More than 70% of consumers reported receiving too many emails, up from 52% in 2015.