Buying cars online in China, assessing Facebook video view metrics in Australia, remembering the power of the good old TV in rural India.
There’s plenty of interesting stuff in this month’s Asia Pacific stats roundup. Dig in, and do remember to check out the Internet Statistics Compendium if you are left wanting more.
Facebook no longer beating YouTube on video views in Aus?
Mumbrella has run an article stating that Australian Facebook video streams (using data from Nielsen NetRatings) dropped by 94% over the course of a single month from September 2016 to October 2016.
The drop follows Facebook’s change to the measurement methodology for video views, after it was revealed last year that average view length was being overstated (as views under three seconds were not being included).
Mumbrella’s article is slightly confusing as to which figures from October 2016 and September 2016 are being compared. After all, it was average view length, not total views that was affected by mismeasurement. But if the figures Mumbrella have obtained are correct, Facebook’s monthly video views in Australia are are now less than that of YouTube.
Mumbrella reports that Nielsen measured total Facebook streams of 9.9bn in September but that this fell to 560m in October.
77% of Chinese consumers ready to buy cars online
Though only Tesla sells cars directly from its own website, luxury international car manufacturers are increasingly turning to Alibaba’s Tmall online marketplace. A report by L2, a New York business intelligence firm, examined 18 luxury marques and found 10 to have flagship virtual stores on Tmall, with eight of these selling directly.
Volvo was the most successful as regards sales, with five of the 10 most popular models. The chart below shows Volvo sold more than 800 units on Tmall in December 2016.
The manufacturers are chiefly selling lower priced models on the platform, and reaching cities in which they lack a dealership presence. L2 also noted a Capgemini survey that found 77% of Chinese consumers would be willing to buy a new car online.
Rural India and a reminder of the power of TV
The Economic Times looks at data from the Broadcast Audience Research Council which estimates 422m individual TV viewers in rural India. 47% of these are aged 15-40.
Rural TV viewers spend an average of 3hrs 10mins watching TV each day. These figures for rural TV viewers are approximately equal to number of internet users across the entire country. Don’t forget about the humble tube for a long while yet.
Only 11% of APAC marketers have a well-developed CX strategy
When asked about their strategy for improving customer experience, 8% of APAC marketers effectively said ‘what strategy?’ and 44% said it was in development. That’s according to Econsultancy’s Understanding the Customer Journey in Asia Pacific report, in association with Emarsys.
This lack of CX strategy was seen in the respondents’ management of customer touchpoints. 29% of company respondents manage their customer touchpoints in isolation (in silos) and offer inconsistent delivery. A further 41% said there was ‘little management across touchpoints’.
7% have impressive ‘seamless integration of channels’, and the remaining 24% have ‘integrated touchpoints across channels’ but say this work is ‘channel-focused, not customer-focused’. This hints at missed opportunities.
Complexity and collaboration pose a CX challenge
Sticking with the same customer journey report, the survey asked respondents what the biggest barriers are to their understanding of the customer journey. The results were as follows:
- Complexity of customer experience (44%)
- Difficulty unifying different sources of data (34%)
- Silo-based organizational structure (34%)
- Lack of sharing between departments (28%)
- IT bottlenecks (26%)
- Lack of leadership (21%)
- Insufficient budget (12%)
- Competition between channels / company culture (10%)
- Low business priority (9%)
- Data privacy issues (6%)
- Tracking across mobile devices (6%)
Japan’s septuagenarians are taking to smartphones
Smartphone usage is growing among older Japanese consumers, according to the IPG Mediabrands’ Media in Mind study. Campaign Japan reports that of 2,400 internet users surveyed in Honshu, 28% of respondents aged between 70-74 owned a smartphone. This is up from 17% in 2015.
55% of men in this age group and 38% of women said they now do more online shopping. This was followed by online banking, which 41% of men and 19% of women said they were increasingly doing.
Online Japanese ad spend hits 1trn yen
Sticking with Japan, Dentsu reports that ad spend in the country rose by 1.9% year-on-year in 2016. Online spend hit 1.3trn yen (up 13%), with total spend at nearly 6.3trn. This growth was lower than expected, in an Olympic year, with many factors (e.g. natural disasters, threats from terrorisim and protectionism) contributing to the slow pace of growth.
Television saw a small increase in spend of 1.7%, radio a surprise increase of 2.5% and magazines a big fall of 9%.
Indian marketers intent on collaboration
Some more Econsultancy research now. Our Customer Experience Maturity in India survey report, in association with Epsilon, reveals marketers expect internal collaboration (75%) to be the most important factor in delivering great customer experiences in 2017.
This is followed by ‘using data to understand customer behaviours and marketing measures’ (67%). These traits of internal collaboration and data-informed design are synonymous with customer-led businesses. There’s plenty more in the report, so go and take a look.