A fantastic roundup of stats from the APAC region this month, with data on luxury ecommerce, marketing automation, app usage and mobile payments.
If that’s not enough, subscribers can head over to Econsultancy’s Internet Statistics Compendium.
Aussies cannot remember a single ad
Apathy is writ large in the country – 57% of Australians cannot remember an advertisement they felt positive about, 66% couldn’t remember hating one either.
That’s according to a survey of 1,500 Aussies by agency Magnum Opus Partners in which the most-recalled ads by respondents came from Coles, Woolworths and ALDi.
Talking to B&T, Stephen Yolland, director of strategy, was damning about the impact of digital commented:
“We.. suspect that the big switch of media dollars into online has resulted in a fall in product and brand awareness from the days when the vast majority of media money was spent on TV. Nearly two billion Australian advertising dollars now go into online. That’s a huge switch in advertiser behaviour. Where that growth in online expenditure has replaced expenditure in other mediums, as opposed to supplementing it, there may well have been a fall in both ad and brand standout.
“Online ads might be useful – indeed they are, just as with any medium – but we think these findings suggest that they are pretty much useless in terms of creating brand positivity, as they are nearly always transactional in nature. And frankly, it is very hard to convey emotion in a banner ad or create an emotional connection with it, when all’s said and done.”
That’s that then.
Luxury brands slow to adopt direct-to-consumer ecommerce in Japan
Seventy three percent of luxury brands in Japan have adopted direct-to-consumer ecommerce in Japan, compared to 90% of the same brands in the US, according to L2’s Luxury Japan report.
Watches and jewellery brands have been particularly slow to embrace ecommerce – only 57% in the Japanese market sell from their websites.
The L2 report names Hugo Boss, Ralph Lauren, Tod’s, and Chanel as brands selling direct-to-consumer online in the US but not in Japan. Shopping in store is particularly popular in Japan, accounting for 98% of watch sales, for example.
Mobile payments in China hit $5.5 trillion in 2016
Paul Mozur writes in the New York Times this month about the increasing adoption of mobile payment in China.
Though he cites figures from iResearch which give the volume of smartphone payments through platforms such as WeChat and Alipay as totalling $5.5 trillion in 2016, it is Mozur’s anecdotal account of a cultural shift in Shanghai which strike home.
“..the attendant cultural shift was graspable only in person,” he writes, “I recently moved to Shanghai and felt the change with cash acutely because my first few weeks in the metropolis of more than 20 million were spent cut out of the system. Because of an issue with my bank, I couldn’t immediately link my account to WeChat, which has become a virtual wallet for so many.”
Mossier continues, “That meant I had to navigate China the way I would have three years ago: with a stack of red 100-renminbi notes. At coffee shops and restaurants, I held up lines as I fumbled out my wallet and peeled off the bills to give the cashier. If I was hungry I had to go outside and find a restaurant, while bowls of noodles, groceries and coffee materialized at our office, ordered by my colleagues and paid for on the phone. If I had to get somewhere, I couldn’t use my phone to unlock one of the ubiquitous bicycles that are a part of China’s bike-sharing craze.”
Majority of APAC consumers research online, buy offline
Google published a research study in July which examines how consumers in APAC research and buy products in the baby care and financial services markets.
- Baby care consumers use 6.4 sources of information and financial services consumers 5.2.
- Search is the most common source of information for baby care consumers and the second most for personal finance consumers.
- In both categories, consumers conducted an average of six searches before buying.
- The majority of APAC consumers prefer to buy in store (69% for baby care and 58% for personal finance).
- A large percentage of consumers conducted research online before converting in store (51% for baby care and 42% for personal finance).
- Seven in 10 buyers research online when in stores.
The survey of 26,000 respondents across 17 industries and 14 APAC countries was conducted by Kantar TNS Australia in March 2017.
Australians use 36 apps every month
Globally, smartphone users use 30 apps per month, and Australians 36 per month.
Australians also have more apps on their phones, on average, than Americans and Europeans (just under 100 apps compared with 90 apps). That’s according to App Annie’s ‘Spotlight on Consumer App Usage’ report for APAC.
Looking at daily usage, Australians use 10 apps per day, but in certain categories (music, navigation, finance and travel) they are loyal to less than one app per quarter (on average).
Australian app usage is increasing, from nearly 100 minutes per day in Q1 2015 to more than 130 minutes in Q1 2017. This puts the average smartphone-using Aussie level with the average American, but behind the average Indonesian who used a whopping 220 minutes per day in Q1 2017, according to App Annie data obtained by Warc.
Other observations include:
- Users in Singapore, South Korea and Japan played mobile games for roughly 80 minutes per day. For Australians this figure was only 30 minutes.
- Android users are more likely to use gaming apps than iOS users, who are more likely to use social networking apps.
One of the more noteworthy findings is shown below – dating apps see more action, in terms of sessions per day and minutes per day, than apps in categories such as travel, health, finance and education.
Marketing automation in Australia and New Zealand
Consultancy published its State of Marketing Automation in Australia and New Zealand report in July 2017, including the results of a survey.
Respondents were asked how they utilised their automation software, with triggered email unsurprisingly way out in front, utilised by 72% of respondents (see below).
What was perhaps surprising was the proportion of respondents using their software for lead nurturing (32%), compared to the larger figure of 44% that claimed this functionality was/is a reason for investment in the technology.
Invalid ad traffic declines in Oz
In the Australian market invalid digital ad inventory (that ‘seen’ by bots and hijacked devices but not by humans) has declined to 3% of all desktop inventory this year, from 4% in 2016. For smartphone inventory, this figure was also 4% in 2016, but only 2% this year (shown in two waves in the table below).
These stats come from the IAB/PwC Invalid Traffic Benchmarks (IVT) report, and were based on market-level aggregate data collected from Comscore, Integral Ad Science and Moat.