This month’s APAC stats roundup extols the power of ecommerce in APAC and the rush for marketers to master marketing automation.
Other topics include Facebook in Southeast Asia, media use in Australia, car buying in Singapore and the continuing trouble with the display advertising model.
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Facebook numbers in Southeast Asia
Facebook has 241m users in Southeast Asia and 94% of them use Facebook on mobile, according to the network’s own internal data.
Thais and Singaporeans use Facebook to messages businesses at nearly twice the monthly global average.
APAC ecommerce revenue outstripping USA and Europe
A report from Forrester states that five markets in APAC (China, Japan, South Korea, India and Australia) already have combined ecommerce revenues surpassing US and Europe combined.
The forecast suggests that the revenue from these five markets is set to double by 2020, from $733bn in 2015 to $1.4tn.
Australia: the internet = entertainment
More than half of Australians over 16 years old consider the internet as their main source of entertainment.
Over 1,000 Australians were surveyed by Meltwater, reported by B&T Magazine, on their media consumption habits and use of digital technologies.
Other findings include:
- 35% of Australians go to Facebook or Twitter newsfeeds as a first stop for news.
- The over 65 demographic (perhaps traditionally viewed as laggards) are relying on online news just as much as print.
APAC warms to the internet of things
Indian and Chinese consumers are more enthusiastic about connected devices in the home than those in other international markets.
The survey by Mindshare (11,000 respondents across 19 countries, reported by Mumbrella) showed the proportion of those “very interested” from these two markets far exceeded the global average.
APAC respondents in general were also interested in connected consumables, perhaps surprisingly even food (40%) and drink (38%).
Despite this interest in connected devices, many were “concerned” about companies knowing how, when and how often they used their products (as high as 86% in India).
Products already exist in the market showing how much of certain foodstuffs remain in your fridge.
— Smarter Applications (@Smarter_AM) January 5, 2016
Australian’s believe the display ad model is broken
The majority (66%) of marketers and media buyers in Australia surveyed in Econsultancy’s People-Based Advertising report agree or strongly agree that the current model for display advertising is broken (based on 350 respondents).
What’s more, only 12% actively disagree that it is, with 72% of respondents fearing that ad blocking could put the current model in jeopardy.
Q: Agree of disagree: ‘The current model for display advertising is broken’
Women influence 90% of car buys in Singapore
Dentsu’s SenseAsia revealed data that suggests women are more thorough in the research phase, averaging a total of 33 channels in this phase.
Reported by Warc, women are also more likely to be influenced by their research than men, who often have pre-conceived ideas in the auto market.
China ad growth halved
Net advertising revenue growth slowed from 16% in 2014 to 7% in 2015, according to IHS Advertising (reported by CFO Innovation).
At a size of $64.1bn in 2015, the industry saw single-digit growth for the first time since 2010.
First-, second- and third- party data targeting in Australia
41% of Australian respondents (marketers and media buyers) in our People Based Advertising report were familiar with known user targeting through functionality such as Facebook’s Custom Audiences.
When it comes to use of different data types, understandably, first-party data was used most commonly for people-based targeting.
More than a quarter (27%) of respondents used real-time intent data to target media effectively.
Q: Do you purchase advertising using any of the following targeting mechanisms?
Marketing automation high up the priority list in South-East Asia…
In the Econsultancy report, State of Email and Marketing Automation in South-East Asia, respondents (more than 500 from clientside and agency) revealed their priorities for 2016.
Marketing automation was prominent in their thoughts, behind only content and social.
Email marketing showed itself to be evergreen, a priority above PPC, display, mobile and SEO for this sample.
..and in Australia (but it isn’t quite understood)
654 marketing and IT professionals were surveyed, with the majority coming from Australia and New Zealand.