Internet and mobile trends in APAC, eCommerce stars, social media usage in Austrialia.

1. Australia :
Digital Landscape
Overview
1. Internet users
2. Mobile users
3. Social Media
4. E Commerce

2. Australia : Overview
22.32 million people
• 16.2 million Australians online
• 72.5% : Internet penetration
• Ecommerce market size : $37.1 billion
Source : Nielsen online landscape review january 2013.pdf

3. Australia : Overview
69%
50%
64%
35%
18%
4%
67%
53%
35%
60%
2011
54%
2012
46%
2013 2011 2012 2013
2011 2012 2013
2011
2012 2013
Desktop Tablet SmartphoneLaptop
Source : Nielsen online landscape review january 2013.pdf
Evolution of devices
penetration rate

4. I. Internet Users

5. 1. Who are they
2. Random Fact
I. Internet Users

6. Who are they ?
I. Internet Users

7. 8.9% 15.6% 17.9% 27.1% 30.6%
2-17 18-24 25-34 35-49 50+
AGE DEMOGRAPHIC % BREAKDOWN
% of online Australian
8,035,2008,164,800
50,4% 49.6%
I. Internet Users
Who are they ?
Source : Nielsen online landscape review January 2013

8. Random Fact
• The average Australian spends
approximately 44 hours using the internet
on PCs each month
• 60% of online Australians watching TV
and using the internet at the same time
• 52% of all Australians use the internet
every day
• 80% of Australians will check their emails
daily
• 56% of online savvy consumers research
products, services and retailers online
I. Internet Users
http://about.sensis.com.au/IgnitionSuite/uploads/docs/FinalYellow_SocialMediaReport_digital_screen.pdf

9. II. Mobile Users

10. Who are they ?
II. Mobile Users

11. II. Mobile Users
0
100
80
60
40
20
Who are they ?
76%
70%
64%
68%
30%
27%
53%
51%
18 - 29 30 - 49 50 + All
Age
http://www.thinkwithgoogle.com/mobileplanet/en/

12. How do they use their
Smartphones ?
II. Mobile Users

13. III. Mobile Users
General use
0
100
80
60
40
20
General Smartphone
Activities
75%
Browsed the
Internet
61%
Product
Search
31%
Purchased a
product /
service
73%
General search
65%
Accessed social
network
51%
Download
Mobile content
71%
Used an
application
http://www.thinkwithgoogle.com/mobileplanet/en/

14. II. Mobile Users
0
100
80
60
40
20
Social Media
Frequency of social
network visits on
smartphone
55%
Daily
16%
Weekly
7%
Monthly
6%
Less than
monthly
15%
Never
http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/40-australia?start=3

15. II. Mobile Users
And what about
Mobile Shopping?

16. II. Mobile Users
0
100
80
60
40
20
24%
72%
Yes
Mobile Shopping
Has ever purchased on
smartphone
28%
No
68%
36%
6%6%
11%
Barriers to purchasing on
smartphone
Too
complicated
Too
expensive
Prefer to use
computer/
laptop
Doesn’t
secure
Payment is
too complex
http://www.thinkwithgoogle.com/mobileplanet/en/

17. II. Mobile Users
0
50
40
30
20
10
24%
22%
19%
Smartphone Influence
on purchase decision
Intentionally take
smartphone to
research products
Changed
mind in store
purchase
Changed mind
about online
purchase
Mobile Shopping
Awareness of
advertising on
smartphone
11%
17%
31%
29%
13%
All the times
Most of
the time
Sometimes
Rarely
Never

18. •73% of Australian Smartphone
users having used their devices
for a general internet search
• Australian ranks 4th of the 25
countries with more than 8 million
smart phone customers, with only
Japan (65%) Korea (59%) and
Canada (55%) ahead. USA is at 48%.
• The number of social users
accessing sites on their smartphones
has grown from 53% to 67% in the
past 12 months, making it now the
most popular device for every age
category under 50.
• 67% penetration of smartphones
and 35% of homes have a tablet
II. Mobile Users
Random Fact
Source : Yellow social media Report

19. • 12% of mobile users directly
watch videos about products or
services.
• 21% of consumers check
product or service availability
from suppliers.
• 20% of mobile users read
online reviews via their handsets.
• 30% of consumers search for
the location of the nearest
store/supplier for specific
products and services.
II. Mobile Users
Random Fact
• 18% of consumers compare
prices directly using their phone.
Source : Yellow social media Report

20. III. Social Media

21. III. Social Media
Random Fact
68% of
Australia's online
consumers are
fans of Facebook
Brand Pages
The typical
Australian
Facebooker
spends more than
7h
on site a week
hours
95%
of Australian
social media
users are on
Facebook
67%
of Australian
users access
social sites on a
smartphone
Australian social
users have an
average of
258
fans or followers
34%
is the number of
social users that
access social
media at work

22. III. Social Media
Social media sites used
0
100
90
80
70
60
50
40
30
20
10
95%
97% 97%
16%
9%
20%
16%
15% 15%
7%
Facebook LinkedIn Instagram Twitter Google+ Pinterest
2013 2012 2011 2013 2012 2011 2013 2013 2013 2013

23. III. Social Media
Sites that social media users reported
to drop in 2012
0
50
40
30
20
10
Twitter Facebook MySpace LinkedIn Google +
45%
18%
12% 12%
9%

24. Social Media
• Facebook continues to dominate as Australia’s favorite social media site, being used by 95% of
social media participants, although this is down 2% from last year.
• Somewhat surprisingly LinkedIn was the second most popular social platform, reigning in 20% of
Australian social users, a rise of 4% from last year. This site was more popular with men than
women (25% vs 15%) and most heavily used by those 40 - 49 years old.
• Instagram followed as the third most popular social media site in Australia (16%) yet it is rarely
used by those over the age of 39, and not at all by those over 65 years.
Twitter (15%), Google+ (15%) and Pinterest (7%) followed as the three least popular sites. Twitter,
which saw a huge 45% of respondent report that they had stop using the platform in the past 12
months.
IV. Social Media
0
100
90
80
70
60
50
40
30
20
10
95%
20%
16%
Facebook
LinkedIn Instagram
16%

25. IV. E-Commerce

26. Random Fact
IV. E-Commerce
Value of ecommerce
• Online sales in Australia reached a record
high in the year to November 2012, with
Australian consumers spending some $12.6bn
online
• The value of online sales in Australia is
expected to reach more than $31.7bn during
2013.
http://econsultancy.com/us/blog/62132-australian-ecommerce-nine-stats-you-might-have-missed

27. IV. E-Commerce
Social commerce
• After Australians search for products via
social media, 40% then make a purchase.
• The biggest motivation for Australian
consumers to subscribe to social channels is
to receive discounts and money-off
promotions.
• 9.24% of Australian consumers say they use
social media to make purchase decisions
Australian ecommerce
marketplace
• 53% of Australian retailers have no online
sales channel.
• 74% of Australian retailers obtain less than
25% of their sales online.
• In Australia, 5% of total retail sales are
made online.
http://econsultancy.com/us/blog/62132-australian-ecommerce-nine-stats-you-might-have-missed
Random Fact

28. IV. E-Commerce
Australian consumers
• 71% of Australian consumers have made a
purchase online.
• In an average month, 26% of Australian
online shoppers spend between $200 and
$499 on products or services online.
• 30% of consumers search for the location of
the nearest store/supplier for specific
products and services
• 47% of Australians agree that they trust
domestic online stores more than
international ones.
Australian consumers
• 22% of Australians agree that they would
only buy from an online store which has a
physical presence in the country.
• In an average month, 41% of Australian
internet users buy one or two products or
services online.
• In an average month, 26% of Australian
online shoppers spend between $200 and
$499 on products or services online, while
13% spend over $500.
• 64% of Australian internet users agree or
strongly agree that they buy things online
because they can't find them in stores.
Random Fact

29. Ecommerce Sales
(in Billions)
IV. E-Commerce
$
$
$
$
$27.0
$30.2
$33.0
$37.1
2010 201320122011
http://mumbrella.com.au/infographic-australian-online-spending-trends-105318

30. Ecommerce Spending per Online consumer
IV. E-Commerce
$
$
$
$
$1,724 $1,749
$2,011
$2,108
2010 201320122011
http://mumbrella.com.au/infographic-australian-online-spending-trends-105318

31. Popular Categories purchased
Online
IV. E-Commerce
74%
54%
34%
31% 29%
21%
Travel /
Accommodation
CD/Music/
DVD
Clothes/
Jewelry
Computers/
Softwares
Sports/
Equipment Electrical
Goods
http://mumbrella.com.au/infographic-australian-online-spending-trends-105318

32. V. E-Commerce
Top Online barriers to Australian retailers.
Changes to supply chain management1
Integration of systems with existing business
model
2
Internal skill sets in e-commerce3
Physical distribution of goods4
Organizational resistance to change5
Franchise pressure6
Fulfillment management & customer
experience
7
Buying products that are conducive to
online selling
8
Warranty & returns management9
Measuring ROI10
Management Support11

33. Best ecommerce
websites
IV. E-Commerce
(Nielsen Online Ratings – Unique Audiences in February 2012. Visitors with multiple devices are not counted twice.
Catch of the Day
The principle is simple: One product per day.
At 12 Midday the product goes live and is
available for only 24 hours unless sold out
prior.
Unique visitors / month : 1.401 million
Big W
Big W only introduced an online component
relatively recently, but is fast becoming one
of the most popular Australian stores given its
focus on cheap goods and discounts.
Unique visitors / month : 1.138 million

34. Best ecommerce
websites
V. E-Commerce
Dick Smith
Dick Smith is an international electronics
retailer, available online. Website allowing
you to order, see which stores have how
many items of a particular product, and
contact details for each store are clearly
displayed, among other features.
Unique visitors / month : 955,000
DealsDirect
The country’s largest online department store.
The business positions itself as a discount
retailer targeting the Australian population in
general. The success of the business is based
primarily on the hypothesis that selling goods
online comes down to shoppers being
focused bargain-hunters.
Unique visitors / month : 923,000
http://www.smartcompany.com.au/retail/049029-australia-s-top-20-online-retailers-5.html

35. Most Popular Website
Without Social Media and Ecommerce website
V. E-Commerce
yahoo.com
wikipedia.org
live.com
google.com.au
news.com.au
commbank.com.au
1
2
3
4
5
6

36. What kind of website
V. E-Commerce
http://econsultancy.com/uk/blog/10572-analysis-of-australian-e-commerce-statistics-infographic

37. Online Payment
V. E-Commerce
http://econsultancy.com/uk/blog/10572-analysis-of-australian-e-commerce-statistics-infographic

38. L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 86 21 62 81 85 33 | www.atelier.net
asia@mail.atelier.net

39. THANKS !
If you want contact us :
Asia@mail.atelier.net
L'Atelier (Shanghai) Ltd.
BNP Paribas Group
9/F, Cloud Nine Plaza, The Longemont Shanghai
No. 1118 West Yan'An Road (near Panyu Road)
Shanghai 200052 – China