Digital Marketing Yearbook 2010: Stay engaged across platforms

ASIA PACIFIC
Digital Marketing Yearbook 2010
Stay engaged with your customer and flexibly
follow the trends across multiple platforms.
“ “
www.asiadma.com
Edited by Rachel Oliver

asia pacific digital marketing yearbook 1
The ears, eyes
and voice of digital
marketing in Asia
The Asia Digital Marketing Association (ADMA)
is the voice of, and advocate for, the digital
marketing industry in Asia (excluding Japan).
The ADMA is guided by senior executives in the
industry and is charged with gaining consensus
and providing leadership on key industry issues.
The ADMA actively promotes the benefits of
using mobile and the Internet as channels to
communicate with consumers as well as lobbying
and public relations assistance for member
companies.
The ADMA is a non-profit organisation with a
membership base representing online publishers/
portals, agencies, research companies, technology/
service companies and marketers/advertisers.
❚❚ Why join the ADMA?
Being a member gives you access:
• Unified voice for the industry to promote the use of
digital and the Internet (in the media and with potential
customers)
• Forum for standards and best practice sharing
• Spokespeople to represent members and respond to
criticism
• Industry contacts and networking opportunities
• Sponsorship opportunities to raise awareness of your
brand
• Discounted rates for regional events
• Notification of relevant speaking opportunities
• Professional digital marketing qualifications – discounted
enrolment fees for members
• Entry in the online Membership Directory and annual
Asia Pacific Digital Marketing Yearbook
• Job matching service to help you find staff
❚❚ How to join the ADMA
Membership fees are set low enough to encourage
universal membership among industry players, and taken
together provide sufficient revenues to underwrite regular
activities. Other activities are funded by sponsorship (cash
and in kind) and by charging admission fees for some
events.
Visit www.asiadma.com/membership/join and
complete the online registration form.
ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION
Visit www.asiadma.com for more details.
The ADMA gives heartfelt thanks all our members for their support and contributions:
ADMA Patrons:
ADMA Corporate members:
ad:tech, Admax Network, AGENDA Group Asia, BBE, British Council, comScore, Coremetrics, draftFCB China, Dow Jones Publishing
Company (Asia), Edipresse, Experian Hong Kong, eyeblaster, Financial Times, Google Hong Kong, Hewlett Packard, Johnson & Johnson
Vision Care Asia Pacific, KatalystM, Lucini & Lucini, Mediaplex, MRM Worldwide, NDS Asia Pacific, Nielsen Online, Omnicom Group,
Omniture, PGi, Publicis Modem Singapore, Pulse Mediatech, SCMP.com, Singapore Press Holdings, SingTel Digital Media (inSing), The
Economist, The Hyperfactory, The Rubicon Project, The Upper Storey, TIME & Fortune, Universal McCann, Vocational Training Council,
Wunderman, wwwins Isobar, ZUJI
And all our Individual members.
©2010 FORTUNE is a registered trademark of Time Inc.
Making
tangible.
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With unrivaled access to the world’s most
inﬂuential leaders and companies.And the
trusted perspective you need to succeed.
Welcome to the new Fortune. Re-imagined,
reﬁned and re-focused to deliver the insight
you need now. In brief and in depth.

asia pacific digital marketing yearbook 3
❚❚ Asia Pacific 6
❚❚ Australia 12
❚❚ China 18
❚❚ Hong Kong 26
❚❚ India 30
❚❚ Indonesia 34
❚❚ Japan 38
❚❚ Malaysia 42
❚❚ NEW ZEALAND 46
❚❚ THE PHILIPPINES 50
❚❚ Singapore 54
❚❚ South Korea 58
❚❚ Taiwan 62
❚❚ Thailand 66
❚❚ Vietnam 70
Contents
Essential reading
Anytime, anywhere
THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE
The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering
unparalleled news and analysis through a variety of print, online and digital platforms.
Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that
target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com
and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow
as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from
the world's most trusted source for global news and analysis.
To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at
wsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.

4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
• When it comes to making online purchases, Asians
across the board listen closely to their friends. Nearly
half (48%) of South Korean internet users said they
had bought something in the past because it was
either discussed or recommended by one of their
online friends, as have 38.2% of Malaysians, 40.4% of
Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's
and one third of Filipinos.
• Mobile shopping is taking hold of the region, with nearly
eight out of 10 Asian mobile users engaging in some
form of mobile shopping activity in the past year.
• The Koreans are the top shoppers, with 97% of internet
users say they have shopped online.
• Indians spent the least amount of time online of any
Asian nation, at 11 hours per month.
• 63% of Singaporeans online watch TV at the same
time.
• Japan leads the pack with mobile social media – more
than 75% of social network users only access the sites
via their mobiles.
• The Filipinos lead the world in SMS, with two billion text
messages sent every day.
• Hong Kong people take the instant message crown,
spending twice as much time IM'ing as anyone else in
the region.
• More than half the Asia Pacific region's online population
is Chinese, but they are the least prolific users of search
in Asia Pacific.
• Australians spend more time on social networking
sitesthan anyone else in the world (seven hours a
month) and 27% of all Australians blog.
Online advertising spending has rebounded, following
recovery from the recession, and continues to grow.
However, there is no consistent pattern across the region.
In 2009, Japan's online ad revenue grew just 1.2% over
2008, but hit a milestone: more money was spent on online
media than on newspaper advertising for the first time. In
China in 2009, 16.69% of all ad spend was online. Contrast
this statistic with the Philippines, where just 1% of total
advertising expenditure is online and SMS reigns supreme.
For reference, Singapore's percentage of online spending
stands at approximately 6%.
Another trend to watch is the balance of paid, owned
and earned media. Paid media such as rich media, display,
search and sponsored content remain the dominant forms
of online marketing expenditure. Companies and brands
continue to trust the control over the media plan and the
content that paid media offers.
Owned media such as corporate websites, brand
websites and microsites have always been an important
component of the online marketing mix. Now increasingly
social media such as Facebook pages and Twitter feeds
are being added to the mix (except in China, where they
are blocked, and marketers use other similar services).
These owned media feeds provide both controlled content
distribution opportunities, as well as platforms for customer
and community interaction.
The dynamics of earned media are different, when
customers become the channel, and brands have no control
of what is said or shared. However, when brands get
positive word of mouth from earned media, it is credible
and powerful. Earned media, and to some extent the social
media aspects of owned media, have more in common with
public relations than traditional advertising.
After we waded through terabytes of statistics on
platform usage, media consumption, and broadband and
mobile penetration in order to compile this Yearbook,
it's easy to see why some marketers lose sight of their
customers and become pre-occupied with the technology.
Our hope at the Asia Digital Marketing Association is that
this Yearbook helps you get beyond facts and figures, and
provides you insights that will make you a better and more
successful marketer.
At the end of the day, there really is no such thing as a
digital strategy, just solid marketing strategies that happen
to use digital channels. No one has a crystal ball into what
devices, applications, web services, and sites tomorrow's
customer will use, so stay engaged with your customer and
flexibly follow the trends across multiple platforms.
David Ketchum is Chairman, Asia Digital Marketing
Association and President of Bite Communications,
Asia Pacific.
D
igital marketing in Asia Pacific in 2010
offers an almost infinite combination of ways
to engage customers, participate in their
communities, sell them products and services,
and build brands and corporate reputations.
Content can be highly personalised, relevant
and localised deeply to take into account
factors such as language, location, time of
day, past behaviour and stated preferences.
The range of available media is staggering,
value-priced, and offers exceptional
targeting. And this year the true "internet
experience in the palm of your hand" is now
available in many urban centres across the
region, thanks to the spread of smartphones, 3G
networks, and the applications that run on them.
There is a battle of epic proportions going on to
determine which platforms will host the majority of online
users' activities. The days when a portal was a web
user's main access point to the internet are long over,
but it's not yet clear what will take its place. Will the
future be driven by search? Social networking? Mobilility?
A device? An application? A browser? Microblogging?
Google, Facebook, Twitter, Apple, Microsoft, Skype
and Yahoo! are just a few of the international players
experimenting with different mixtures of applications,
content and devices in their quest to be dominant. And
in Asia Pacific, some world-class companies are looking
to meet local needs or expand globally, such as Alibaba,
Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra
and others. Of note: Tencent is now among the top five
sites visited globally.
These developments are exciting and empowering
for marketers, advertisers, and their agencies. The
consolidation of major players in the global internet
industry such as Google's purchase of DoubleClick
and the Microsoft/Yahoo! search deal, offers scale, and
unprecedented reach and frequency for online marketing.
That's matched with localised innovation that is bubbling
up and providing new, highly relevant opportunities for
engagement. The reality is that no one platform is going
to win the markret outright, and whether each competitor
purports to be "open" or not, they all have the potential to
overlap and underlie one another. To quote author David
Weinberger's book title, the internet remains "Small Pieces
Loosely Joined" rather than a monolithic, consistent entity,
despite various companies' attempts. The iPhone (and now
the iPad) and its apps-and-content ecosystem as helped
blaze new trails in mobility, e-commerce and content.
However, there are also plenty of other cutting edge
devices (30% of the world's smartphone market is in Asia
Pacific) and plenty of other platforms driving the trend.
Last year it seemed that social networking – and more
particularly Facebook – might take over as the dominant
"operating system" of the internet. Now it's clear there are
multiple players. For example, people on Windows Mobile
phones access Gmail. Someone is searching Baidu using
a FireFox browser. A teenager is playing a Playfish game
on Facebook. People are transferring money with Alipay. A
YouTube video is streaming through a Yahoo! site. Someone
is Skyping on an Apple laptop, while someone else is IM'ing
on their Nokia. A Chinese teenager just connected with a
friend on RenRen with a 163.com email address.
The platform companies continuously refine their
revenue models and try to grab market share, which
is healthy because their platforms interconnect and
produce hundreds of thousands of customer touchpoints
for marketers to engage. How marketers deploy these
platforms and what campaign ideas will be most successful
is far from universal and, as in past years we're seeing
increasing diversity in consumer habits across the region.
Here's a look at some of the trends in Asia Pacific, and
of course there is much more detail in each of the country
sections of this Yearbook.
• Internet users in Asia Pacific spent more than
5.6 trillion minutes online in 2009, and bought
US$7 billion in virtual goods.
We're back!
This is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital
Marketing Association (ADMA) with the help of our members and supporters. Thanks to all
our contributors for this year's collection of information, insights and case studies. And, a huge
thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to
designer Garry Tipping who once again made this mammoth project a reality.
The Yearbook is produced by the ADMA as a service to marketing directors, agency
executives and business people who want to know what's happening online in the Asia Pacific
region.
Printed copies of the complete Yearbook are available to full members of the ADMA, so join
today if you are not yet a member at www.asiadma.com. As always, the PDF download
version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com.
2010: Multiple Platforms,
Infinite Choices

❚❚ DEMOGRAPHICS
The Asia Pacific region is easily home to the biggest
internet audience on earth, with more than 764 million
internet users as of early 2010. To put this in context, the
rest of the world has around 995 million internet users
between them.
(SOURCE: INTERNETWORLDSTATS)
It's not only the biggest, it's the fastest growing too. Asia
Pacific now plays home to the fastest growing internet
population in the world. China, India and Japan were
mainly to thank for Asia's 22% increase in usage in the
year up to September 2009, with China taking home
the prize for the fastest-growing country in Asia. China
experienced a 31% surge of internet users in that period,
bringing its own total audience to 220.8 million.
(SOURCE: COMSCORE/MARKETING-INTERACTIVE)
Asia Pacific will also be the main driving force behind the
global adoption of broadband moving forward. By 2013,
the region is expected to be home to 49% of the global
broadband market. There are anticipated to be more than
640 million broadband users worldwide by 2013. There
are currently more than 160 million broadband subscribers
across Asia Pacific.
(SOURCE: INFORMATION WEEK/PARKS ASSOCIATES)
Four out of the top 10 countries in the world ranked by
home broadband use are from Asia. South Korea tops
the list, with 95% of its homes now having access to
broadband; followed by Singapore (88%) in second place;
with Taiwan and Hong Kong in joint fifth place (81%).
(SOURCE: AFP/STRATEGY ANALYTICS)
Asia Pacific's Internet Users 2009
Country Internet Penetration User Growth % of Users
Users (m) Rate (%) 2000-2009 (%) in Asia
Asia Pacific 764.43 20.1 568.8 100
Australia 17.03 80.1 158.1 –
China 384.00 28.7 1,606.7 50.2
Hong Kong 4.87 69.2 113.7 0.6
India 81.00 7.0 1,520 10.6
Indonesia 30.00 12.5 1,400 3.9
Japan 95.97 75.5 103.9 12.6
Malaysia 16.90 65.7 356.8 2.2
New Zealand 3.50 83.1 321.7 –
Philippines 24.00 24.5 1,100 3.1
Singapore 3.37 72.4 180.8 0.4
South Korea 37.47 77.3 96.8 4.9
Taiwan 15.14 65.9 141.9 2.0
Thailand 16.10 24.4 600.0 2.1
Vietnam 22.77 25.7 11,289.9 3.0
(Source: InternetWorldStats; April 2010)
❚❚ USER BEHAVIOUR
The Asia Pacific region's internet users spent more than
5.6 trillion minutes online between them in 2009.
(SOURCE: COMSCORE)
On average, internet users across the Asia Pacific region
each spent 1,008.4 minutes online per month in 2009,
lower than the world monthly average of 1,376.7 minutes.
(SOURCE: COMSCORE)
Search is a considerably more popular activity today
amongst the region's internet users than it was a year
ago. In the space of one year (from September 2008 to
September 2009) the number of searches conducted by
Asia Pacific users jumped by 33%.
(SOURCE: MEDIA/COMSCORE)
In September 2009 alone, the region's internet users made
38.6 billion searches, averaging up to 88 searches per user
in that month.
(SOURCE: COMSCORE)
Nearly half of all search activity (44.1%) across the region
in September 2009 took place on Google, representing
17 billion searches.
(SOURCE: COMSCORE)
How Long Asia Pacific Spent Online in 2009
2009 Average 2009 Total 2009 Average 2009 Average
Monthly Unique Minutes Spent Monthly Minutes Monthly
Visitors ('000) Online (MM) Spent per Visits Per
Visitor Visitor
Worldwide 1,139,370 18,830,995 1,376.7 49.0
Asia Pacific 465,291 5,641,870 1,008.4 40.8
China 211,684 2,374,432 858.3 44.6
Japan 66,176 887,023 1,114.5 42.4
India 34,766 270,697 646.9 23.1
South Korea 28,606 618,618 1,797.8 59.2
Australia 12,444 178,922 1,198.0 38.5
Taiwan 11,750 145,324 1,030.6 37.7
Malaysia 9,271 94,742 851.6 29.8
Hong Kong 3,896 65,684 1,402.5 43.6
Singapore 2,651 41,899 1,315.8 39.3
New Zealand 2,543 28,303 926.1 33.6
(Source: comScore World Metrix; Audience: All Persons 15+ at Asia Pacific Home/Work
Locations)
Asia Pacific's Online Gaming Usage in 2009
2009 Average 2009 Average 2009 Average 2009 Average
Monthly Monthly Unique Monthly Minutes Monthly
Reach (%) Visitors ('000) Spent per Visitor Visits Per
Visitor
Worldwide 37.5 426,884 105.8 9.1
Asia Pacific 30.9 143,636 51.9 7.1
Singapore 41.2 1,093 66.5 7.2
South Korea 34.2 9,777 138.1 11.9
New Zealand 34.1 869 86.2 8.0
Australia 33.9 4,230 72.2 7.7
China 32.4 68,458 30.3 7.4
Hong Kong 29.5 1,151 118.5 7.9
Malaysia 28.3 2,628 56.0 5.3
Taiwan 26.6 3,133 24.9 4.5
Japan 24.4 16,194 82.1 8.6
India 17.6 6,117 45.0 4.1
Locations)
Asia Pacific's Social Networking Users
Market Total Internet Social Networking % of Internet
Users*('000) Users ('000) Users
China 215,460 105,379 49
Hong Kong 3,921 2,502 64
India 35,432 22,259 63
Indonesia 6,014 5,074 84
Japan 67,586 24,276 36
Malaysia 9,400 6,344 67
Philippines 4,526 3,924 87
Singapore 2,696 2,085 77
South Korea 28,978 16,632 57
Taiwan 11,932 7,565 63
Vietnam 5,625 2,947 52
(Source: comScore Media Metrix Report, August 2009; * Home and Work users, 15+ on personal
computers)
❚❚ ONLINE ADVERTISING
Half of the top 20 sites across the Asia Pacific region are
based in China.
(SOURCE: COMSCORE)
On a regional basis, Asia Pacific is now only slightly behind
Europe and the Middle East (EMEA) in the spamming
stakes. In October 2009, nearly one quarter (23%) of all
spam globally orginated from Asia, compared to the 28%
that came from EMEA.
(SOURCE: SYMANTEC)
Asian search engines now easily compete with the rest
of the world. Chinese site Baidu.com came third behind
Google and Yahoo! in a ranking of top sites by search
traffic in July 2009. While Google had 76.7 billion searches
that month, giving it 67.5% market share, Yahoo! received
8.9 billion searches (7.8% market share) with Baidu very
close behind with 8 billion searches and 7% market share.
(SOURCE: COMSCORE)
An Asian brand is now in the global top five online
properties ranked by time spent. Tencent joins Microsoft,
Google, Yahoo! and Facebook as the sites internet users
spend their most time on. Globally, internet users spent
893 million minutes on Tencent in September 2009.
(SOURCE: COMSCORE)
The average online user in Asia Pacific receives 170
promotional emails a week, nearly half as much as the
average North American (300 emails a week).
(SOURCE: epsilon international)
Special offers and discounts seem to work well across Asia,
with 58% of Asian (ex Australia) internet users saying they
made online purchases as a result of a coupon or offer
they received in an email.
(SOURCE: EPSILON INTERNATIONAL)
Asia Pacific's Top 50 Sites of 2009
SITE 2009 Average Monthly Unique Visitors ('000)
Google Sites 277,307
Yahoo! Sites 225,320
Microsoft Sites 211,123
TENCENT 150,396
Baidu 146,974
SINA 104,565
Alibaba.com 83,956
NetEase 78,509
Sohu 77,641
Wikimedia Foundation Sites 77,374
Xunlei Networking 70,454
CBS Interactive 67,693
FACEBOOK 66,339
Tudou Sites 56,537
Amazon Sites 53,115
KuGou 51,506
Youku 49,235
Oak Pacific Interactive Sites 48,418
Apple 46,398
PConline.cn Sites 45,974
eBay 40,479
Rakuten 39,079
FC2 38,357
AOL 37,328
GMO Internet Group 36,849
NTT Group 35,588
56 35,311
Adobe Sites 35,030
PPStream 34,928
Livedoor 32,834
NHN 31,497
CyberAgent 31,059
WordPress 30,961
Lycos Sites 30,665
The Mozilla Organisation 29,560
Nifty 29,425
Ask Network 27,656
Phoenix Television 27,472
Sony Online 27,260
Recruit Co 25,738
QIANQIAN 25,713
Kakaku 25,651
PCPOP Sites 25,459
Xinhua News Agency 25,028
Fox Interactive Media 24,732
Chinabyte Technology Co. 23,536
Sakura Internet 23,513
TOM.COM 23,121
Kingsoft 22,587
4399 22,457
Locations)
ASIA PACIFIC

Asia Pacific Online Ad Spend: 2009-2012
Market Year (US$ million)
2009 2010 2011 2012
Australia 1,597 1,748 1,888 2,002
China 3,271 4,089 5,152 6,594
Hong Kong 138 146 157 169
India 101 117 134 154
Indonesia 0.9 1.0 1.4 1.8
Japan 7,324 7,910 8,724 9,509
Malaysia 26 34 41 48
New Zealand 214 251 343 349
Singapore 16 17 18 19
South Korea 1,236 1,397 1,536 1,690
Taiwan 208 229 252 277
Thailand 7 7 7 8
Vietnam 0.8 0.9 1.1 1.3
Asia Pacific 14,142 15,949 18,258 20,827
(Source: ZenithOptimedia, December 2009)
Asia Pacific's Top Social Networks in 2009
Property 2009 Average Monthly Unique Visitors ('000)
Total Internet: Total Audience 465,291
Social Networking 254,209
FACEBOOK 66,339
Baidu Space 48,212
QQ.COM Alumni 28,410
Windows Live Profile 22,792
Orkut 22,454
Cyworld 19,377
QQ.COM Mini World 17,919
KAIXIN001 16,405
HI5 15,886
FRIENDSTER 15,832
Locations)
Asia Pacific's Top 20 Digital Brands of 2009
Rank Brand
1 McDonald's
2 Nokia
3 KFC
4 Coca-Cola
5 Nike
6 Sony
7 Samsung
8 Adidas
9 Pizza Hut
10 Nestle
11 Pepsi
12 Canon
13 Toyota
14 Heineken
15 Citibank
16 Olay
17 Honda
18 Philips
19 Visa
20 Head & Shoulders
(Source: TNS/Digital Media)
How Asia Pacific Defines Spam vs North America
Definition % of APAC % of North America
Respondents Respondents
Emails that intend to trick me into opening them 67 83
Emails of an offensive subject matter 69 71
Any email I receive that I did not ask for or subscribe to 54 73
Emailers from senders who are unknown to me 52 76
All emails that are filtered into the junk mailbox 42 45
Any email I receive that I don't want, regardless
of whether I subscribed 39 39
Any email sent to me from a sender who is not
on my address book or approved sender list 29 45
An email from a company I may have given permission to
send me mail at one time, but that I no longer
wish to receive 32 39
Emails from companies I have a relationship with
offline, but to whom I never gave permission to contact
me via email 28 34
Emails from a company I have done business with but
that come too frequently 23 31
Any email that tries to sell me a product or service,
even if I know the sender 27 26
(Source: Epsilon International)
Why Asians Unsubscribe from Emails
Reason % of APAC % of North America
Irrelevant content 62 67
Receive too frequently 56 64
Think address being shared/sold 30 50
Don't recall signing up 20 48
Privacy concerns 29 32
Why Asians Open Permission-Based Emails (PBEs)
Type of Subject % of APAC % of North America
Line Content Respondents Respondents
Discount offer 66 59
Free product offer 63 57
Contains familiar brand name 60 50
Breaking info/news 49 34
New product announcement 48 29
Free shipping offer 42 36
Contains recent purchase info 43 34
Limited time offer 48 31
Contains my name 37 16
Other 5 7
What Asians do After Opening PBEs
Action % of APAC % of North America
Click on a website 87 69
Enter sweepstakes or promotion 57 67
Watch video clip 63 46
Purchase online 62 46
Purchase offline aT retail store 58 48
Sign up for more information 67 38
Click on advertised link in newsletter 62 34
Play a game 55 39
❚❚ E-COMMERCE
The "virtual goods" industry in Asia is worth US$7 billion,
putting the US$1 billion that is generated in the US
considerably in the shade. Asia's top market, China, was
expected to generate around US$5 billion in virtual goods
transactions in 2009 alone. Other markets leading Asia's
dominance in the virtual goods market include Japan and
South Korea – both playing home to thriving online and
mobile gaming industries.
(SOURCE: +8*/VIRTUALGOODSNEWS.COM)
In a survey of six countries across Asia Pacific, an
overwhelming proportion of the region's online population
(89%) said they had shopped online in the past year. The
Asian countries who show the biggest preference for online
shopping are South Korea (97% of respondents who said
they shopped online), China (94%), Japan (94%) and
Australia (89%).
(SOURCE: VISA ECOMMERCE CONSUMER MONITOR)
What are internet users across the region buying online?
Much the same as always, according to one survey which
found the most popular items purchased online over the
past year have been clothes (55%), books (50%) and
music downloads (49%).
And why do the region's internet users shop online
anyway? According to the same survey, the most popular
reasons are the convenience of being able to shop anytime
(80%); to be able to compare prices and get better deals
(79%); to find and compare products (78%); and to hunt
around for bargains (75%).
Money talks, particularly if it's made of plastic. Of the
region's internet users who do shop online, a sizeable 83%
of them said in a survey that they would continue to do so
with the aid of electronic payment cards.
(SOURCE: SINA.COM/VISA)
When the region's internet users do shop online they don't
just stick to local retailers. According to one survey, more
than one third (39%) of online users said they had shopped
from overseas websites. The countries which showed the
biggest tendency towards shopping internationally are
China and India.
What Asia Pacific is Doing Online
Key Site Categories (% Reach)
Entertainment 71.2
email 59.0
Social Networking 56.1
News/Information 55.2
Retail 54.4
Blogs 48.5
Technology 47.6
Community 47.5
Games 47.1
Business/Finance 39.9
Photos 34.2
Instant Messaging 31.8
Sports 26.3
Education 23.6
Travel 22.7
Career Services and … 20.8
Automotive 17.6
Health 14.8
Government 10.1
(Source: comScore World Metrix, August 2009)
Asia Pacific's Top Online Retail Product Categories
RETAIL Subcategory (% Reach)
Retail 54.4
Comparison Shopping 21.4
Books 17.8
Computer Hardware 11.3
Consumer Electronics 11.0
Computer Software 9.2
Apparel 8.9
Health Care 5.1
Mall 5.1
Fragrances/Cosmetics 3.8
Retail-Music 3.5
Retail-Food 3.0
Department Stores 2.8
Tickets 1.9
Flowers/Gifts/Greetings 1.7
Jewelry/Luxury Goods/Accessories 1.4
Consumer Goods 1.4
Sports/Outdoor 1.4
Home Furnishings 1.3
Toys 1.2
(Source: comScore World Metrix; % Reach of Retail Subcategories by Country; August 2009)
❚❚ MOBILE
Asia Pacific buys more phones than any other region on
earth. Nearly 480 million mobile devices were sold across
Asia in 2009 (compared to less than 200 million in Western
Europe). And this year, the number will surpass half a
billion, according to estimates, with nearly 547 million
expected to be sold across the region.
(SOURCE: GARTNER)
There are currently around 2.03 billion mobile subscribers
in Asia Pacific. That's expected to increase to 2.53 billion
by the end of 2013, an increase of nearly 25%. China and
India won't be the only countries to drive this growth –
Indonesia, the Philippines and Vietnam are expected to
display subscriptions booms as well.
(SOURCE: TELECOMPAPER/INFORMA TELECOMS & MEDIA)
Mobile service revenues for the Asia Pacific region are
tipped to hit US$326.37 billion by the end of 2013, an
increase of more than 16% from the end of 2009.
(SOURCE: TELECOMPAPER/INFORMA TELECOMS & MEDIA)
Asia Pacific is the fastest growing market in terms of mobile
multimedia revenue, and is expected to generate US$13.3
billion in 2013, representing a CAGR of 13.8% from 2008.
(SOURCE: IEMARKETRESEARCH)
Music is expected to drive the region's mobile multimedia
market moving forward. Revenue generated from Asia
Pacific's mobile music sector is expected to reach US$6.72
billion by 2013, a significant leap from the US$2.27 billion
generated in 2008.
There were expected to be 1 billion mobile subscribers in
North Asia alone by the end of 2009, with 80% of them
living in China. Those subscribers were anticipated to
generate as much as US$183 billion in revenues for that
year.
(SOURCE: NEWSWIRE TODAY/FROST & SULLIVAN)
By 2014, the number of mobile subscribers in North Asia
should exceed 1.37 billion, reflecting a CAGR of 7.7%
(2008-2014). Mobile revenues meanwhile are expected to
jump to US$229.8 billion by the end of that 2014 – a CAGR
of 5.2% for the same period.
(SOURCE: NEWSWIRE TODAY/FROST & SULLIVAN)
There were expected to be as many as 453.3 million
mobile subscribers in south east Asia by the end of 2009.
Currently just 6% of them – or 22.9 million people – are
3G subscribers.
(SOURCE: FROST & SULLIVAN/INTELLASIA)
The south east Asian mobile market is currently valued at
US$32 billion. However, while the number of subscribers
rose at a rate of 18.4% over 2009, the billings rate for that
period rose by a more modest 13.6%. Much of this has
to do with the newest batch of subscribers coming from
emerging markets such as Cambodia, Vietnam, Indonesia
and the Philippines, all exhibiting lower ARPUs.
(SOURCE: FROST & SULLIVAN/INTELLASIA)
By the end of 2014, south east Asia could have as many as
606 million mobile subscribers, generating around US$36.2
billion in mobile revenues in that year.
(SOURCE: FROST & SULLIVAN)
Asians continue to lead the world when it comes to the
love of mobile shopping. In a survey, almost eight out of
ten mobile users in Asia Pacific "reported some mobile
shopping activity", while nearly a quarter of them (23%)
made some form of mobile purchase in the month of
December 2009.
(SOURCE: MOTOROLA/EMARKETER)
While Asia does not currently lead the world in terms
of mobile payments, it is showing strong growth in this
area, with payment transaction values estimated to reach
US$29.8 billion in 2013. Pre-paid top ups are expected
to account for 50% of this amount, followed by money
transfers as the next largest mobile payment category.
By 2012, it is expected that there will be around 123
million mobile payment users in the Asia Pacific region.

The mobile phone is becoming the favoured device
for young Asians to connect to social networking sites
according to one survey. More than 50% of Chinese,
Indian, South Korean and Thai mobile users prefer to use
their handsets over their PCs for this purpose, it estimates.
(SOURCE: TELECOMASIA.NET/IDC)
Around 30% of the global market for smartphones lies in
the Asia Pacific region.
(SOURCE: MMA)
By 2015, there is expected to be around 347 million
smartphone users in Asia Pacific-ex Japan.
(SOURCE: CREDIT SUISSE)
With more smartphones on the market, it's predicted
that non-SMS wireless broadband data revenues in Asia-
ex Japan will be boosted from US$1.3 billion in 2009 to
$14.5 billion at the end of 2015. Of this revenue, 17.4% is
expected to be generated by non-SMS data use.
(SOURCE: TELECOMASIA.NET/CREDIT SUISSE)
Asia Pacific is surely home to the most prolific texters on
earth. It is estimated that a staggering 1.9 trillion SMS
messages were sent in 2009 alone, a 15.5% increase on
2008. And expectations are already set that mobile users
across Asia will send 2.1 trillion messages to each other in
2010, an increase of 12.7% on 2009.
(SOURCE: GARTNER)
The Asia Pacific mobile healthcare market could be worth
as much as US$1 billion by 2010.
(SOURCE: MMA/SOLIDIANCE)
Asia Pacific's Mobile Shopping Activities
Activity (% of respondents)
Asia Pacific Worldwide
Called to ask someone about a product I might purchase 51.6 30.8
Texted to ask someone about a product I might purchase 37.7 21.3
Sent a picture of a product I might purchase 29.3 16.3
Used mobile phone to access internet to look at product
reviews or other information 35.9 14.3
Used mobile phone to access internet to compare prices 34.5 14.2
Used mobile phone to access internet to get coupons or
special offers while shopping 28.0 8.5
Made an internet purchasedirectly on the mobile phone 23.0 6.9
Used mobile phone for at least one of the above
shopping-related activities 78.0 51.4
(Source: Emarketer/Motorola January 2010)
❚❚ CASE STUDY
Client: Bankee (Philippines), Funtastic (Australia), Wrigley
(India) and Taiwan Mobile (Taiwan)
Agency: Cartoon Network
Campaign: BEN 10 Game Creator
Objective: To open up a desirable platform for marketers
to effectively tap into a pool of a highly engaged audience
of young gamers and content creators.
Strategy: To effectively engage with today's digital
natives, Cartoon Network launched Ben 10 Game Creator
and Ben10 Alien Force MMOG to further enhance its user-
generated content offering. The projects provide a platform
for marketers in search of deeper interaction with their
target audiences. The strategy here was to leverage on
the immense popularity of the free, online gaming platform
that merges the popular animated action franchise with
user-generated content – the first game of its kind.
Details: By allowing BEN 10: Alien Force fans to access
tools and animations needed to easily build their own
action-adventure game around the series, Game Creator
is the online "destination" for young gamers. The highly
interactive element of Game Creator, which gives players
the power to create their own games and pass their
completed creation to their friends, was recognised by
the digital investments from our advertisers. With Ben 10
Game Creator, clients were
provided with four exciting
advertising placements
options: top leader-board,
a 15-second Flash game
pre-loader, sponsor logo
placement and game
page branding – allowing
maximum flexibility for
marketers to spread their
message to key audiences.
Results: Following the
launch in early March
2009 across eight Cartoon
Network Asia sites, the
platform saw the following
results:
- 384,405 games created.
- 70,000 unique users.
- More than 78 million
game plays.
Caroline Chan
General Manager
OMD Hong Kong
“Foodie”
Windows Live Messenger:
Ask friends for restaurant
recommendations.
Bing: Read restaurant reviews.
Internet Explorer: Find the
location & check the menu.
MSN: Blog about the food
& atmosphere.
Be part of their inner circle
Caroline is one of millions of professionals who continuously use our products, tools and
services to stay close to the things that matter most, things that are off limits to all but her
most trusted family, friends and associates.
If you want to talk to people like Caroline, talk to us.
C
M
Y
CM
MY
CY
CMY
K

How Australians Connect
Connection ‘000 %
Dial up
Analog 1,077 13
ISDN/other 10 0
Total dial-up 1,087 13
Non dial-up
DSL 4,171 50
Wireless
Fixed 160 2
Mobile 1,961 23
Total wireless 2,121 25
Satellite 90 1
Cable and fibre 931 11
ISDN/Other 20
Combined connections
Total non dial-up 7,333 87
Total all subscribers 8,420 100
Speed
Less than 256kbps 1,103 13
Broadband
256kbps to less than 512kbps 1,297 15
512kbps to less than 1.5Mbps 1,249 15
1.5Mbps to less than 8Mbps 2,529 30
8Mbps to less than 24Mbps 1,800 21
24Mbps or greater 443 5
(Source: ABS; June 2009)
When Australians log on at home, it's mainly for personal
reasons, with 96% of home users saying this was the case.
Less than half of them, meanwhile (46%) work online.
(SOURCE: ABS)
Australian internet users spent an average of 57 hours
online at home in 2Q 2009, racking up a total of 3,099
page views per person in that period.
(SOURCE: ACMA)
More than a quarter (27%) of Australians blog.
(SOURCE: ACMA)
Health clearly matters to online Australians. Nearly three
quarters of them (62%) have looked up health information
on the internet, with 50% of them using that information
to diagnose themselves.
(SOURCE: TNS)
More than one quarter of online Australians (27%) felt that
the internet allowed them to diagnose and treat themselves
without the aid of a doctor.
(SOURCE: TNS)
More Australians are logging on to social media, with more
than 70% of online users visiting social networking sites in
June 2009, an increase of 29% on 2008.
(SOURCE: COMSCORE)
More than 70% of Australian internet users paid a visit to
a social networking site in June 2009, representing nearly
9 million people. Facebook dominated the sector, attracting
more than 6 million visitors, a growth of 95% on 2008.
(SOURCE: MARKETINGVOX)
They may not be the biggest online audience in the world,
but when it comes to social networking, they can certainly
be the most dedicated. Australians spent more time on
social networking sites in December 2009 than anyone else
in the world, racking up nearly 7 hours on social media
sites, more so than their peers in countries such as the US,
UK or Japan.
(SOURCE: THE NIELSEN COMPANY)
How Often Australians go Online
Frequency of Connecting to the Internet
Everyday At Least At Least At Least
Weekly Monthly Yearly
'000 % '000 % '000 % '000 %
Age
15–17 511 68 226 30 – – – –
18–24 1,146 69 464 28 – – – –
25–34 1,558 65 742 31 70 3 10 0
35–44 1,266 51 1,024 42 155 6 14 1
45–54 1,117 52 842 39 181 8 21 1
55–64 774 56 508 36 95 7 16 1
65 or over 374 48 318 41 63 8 22 3
Gender
Male 3,431 59 1,988 34 342 6 48 1
Female 3,315 57 2,137 37 281 5 40 1
Personal income
Less than $40,000 3,206 60 1,875 35 277 5 29 1
$40,000–$79,999 1,845 56 1,211 37 192 6 22 1
$80,000–$119,999 559 60 322 34 46 5 7 1
$120,000 or over 344 65 162 31 16 3 6 1
Could not be determined 792 54 556 38 92 6 23 2
Employment status
Employed 5,002 58 3,093 36 486 6 61 1
Not employed 1,744 59 1,032 35 137 5 27 1
Indigenous status
Non indigenous 6,695 58 4,089 36 610 5 88 1
Indigenous 51 51 36 36 13 13 0 0
Education
Bachelor degree or above 2,031 68 846 28 94 3 16 1
Advanced diploma or diploma 805 59 458 34 83 6 16 1
Certificate 981 49 849 42 162 8 16 1
Year 12 or below 2,813 56 1,917 38 278 6 39 1
Total 6,746 58 4,125 36 624 5 88 1
(Source: ABS; Dec 2009; Selected findings)
A total of AU$1.87 billion was spent on online advertising in
Australia in 2009, a 9.4% increase ($161 million) on 2008.
(SOURCE: IAB/PWC)
The increase in online ad spend in 2009 was mainly due
to the 17% growth in search and directories advertising,
which brought in AU$944.25 million in 2009 compared to
$806.5 million in 2008. General display contributed $498
million, with the remaining $429 million coming from
classified advertising.
(SOURCE: IAB/PWC)
Search and directories dominated online ad spend taking
up 50.5% of expenditure in 2009; followed by general
display (26.6%); then classified (22.9%).
(SOURCE: IAB/PWC)
The biggest spenders on online advertising came from
the finance sector in 2009, taking up 19% of online
ad expenditure. The next top spenders came from the
computers & communication industry category, taking
up 12.72% of online ad spend, closely followed by
motor vehicles, with 12.46% of overall online ad spend.
The category that spent the least? Office and business
equipment, with just 0.21%.
(SOURCE: IAB/PWC)
The FMCG sector may not be the biggest online spenders in
Australia, but in the last year they have shown the biggest
increase in online ad expenditure, adding AU$7.1 million to
the amount they spent in 2009 compared to 2008.
(SOURCE: IAB/PWC)
While traditional media sectors recorded drops in
advertising spend in the first half of 2009, online actually
managed a 12% increase in ad revenues, generating
AU$892.5 million.
(SOURCE: MARKETING INTERACTIVE/CEASA)
❚❚ DEMOGRAPHICS
Australia currently has more than 17 million internet users
in the country, representing a penetration rate of 80.1%.
Australia's internet user base grew 158.1% between 2000
and 2009.
Nearly three quarters (72%) of Australian households now
have home internet access. In the last decade, household
access to the web has more than quadrupled.
(SOURCE: ABS)
Broadband access has now reached around two thirds
(62%) of Australian homes – or 5 million households – and
86% of homes with internet access now have broadband
connections. The Australian Capital Territory has the
highest proportion of broadband households (74% of all
homes) of any state in Australia.
(SOURCE: ABS)
Home is the favourite access location for 68% of Australian
internet users that are aged 15 and over.
(SOURCE: ABS)
Nearly all (96%) of home users mainly used the internet at
home for personal and private purposes. Less than half of
them (46%) tend to work online.
(SOURCE: ABS)
Australia's Internet Users 2009
Age ‘000
15–17 853
18–24 2,063
25–34 2,945
35–44 3,063
45–54 2,936
55–64 2,409
65 or over 2,66
Gender
Male 8,345
Female 8,593
Personal income
Less than $40,000 8,962
$40,000–$79,999 4,158
$80,000–$119,999 1,050
$120,000 or over 581
Not determined 2,187
Employment status
Employed 11,008
Not employed 5,930
Indigenous status
Non indigenous 16,747
Indigenous 190
Education
Bachelor degree or above 3,410
Advanced diploma or diploma 1,667
Certificate 2,867
Year 12 or below 8,685
State or Territory of usual residence
New South Wales 5,560
Victoria 4,272
Queensland 3,346
South Australia 1,277
Western Australia 1,694
Tasmania 392
Northern Territory 125
Australian Capital Territory 271
(Source: ABS Dec 2009; selected findings)
Uluru (Ayer's Rock) in the Australian Outback
AUSTRALIA

However, despite a 41% increase in the number of online
advertisers and a 19% increase in the number of banner
ads, general display online ad revenues in Australia at end
of Q3 fell by 5% compared to the same quarter in 2008.
(SOURCE: DIGITAL MEDIA/NIELSEN)
The drop in display ad revenue could be down to one
thing: Australians are among the least likely in the world
to actually click on general display ads, according to one
survey.
(SOURCE: DIGITAL MEDIA/NIELSEN)
Australians may not like clicking on many online ads, but a
lot of them remember them. One third of internet users are
able to recall the ad when asked and 41% of them can link
the brand to an un-branded ad.
(SOURCE: NIELSEN)
The search advertising market in Australia saw growth rates
of 30% in the year 2008/9 and is projected to grow at a
slower CAGR of 20% until 2014. Online directories revenue
grew by 21% in the same year, slightly lower than the 22%
growth rates seen in 2007/8. The online directories market
is expected to sustain CAGR of 15% between 2010 and
2014.
(SOURCE: FROST & SULLIVAN)
Australia's Top Sites for 2009
2009 Average Monthly Unique Visitors ('000)
Google Sites 10,547
FACEBOOK 6,648
Yahoo! Sites 5,731
eBay 4,953
Apple 4,185
Telstra 4,103
Fox Interactive Media 4,072
Wikimedia Foundation Sites 3,940
News Interactive 3,125
(Source: comScore World Metrix; Audience: All Persons 15+ at Australia Home/Work Locations)
Australia's Top Gaming Sites for 2009
Online Gaming 4,230
WildTangent Network 950
MINICLIP 803
Nickelodeon Casual Games 582
MSN Games 560
EA Online 383
Disney Games 362
Spil Games 269
World of Warcraft (App) 261
Universal Multiplayer Game Entertainment 256
AOL Games 226
Australia's Top Retail Sites for 2009
Retail 7,201
Amazon Sites 2,288
Apple Worldwide Sites 2,100
Coles Group 944
Shopping.com Sites 911
Woolworths 828
GETPRICE.COM.AU 515
Ticketek 490
AmericanGreetings Property 409
DEALSDIRECT.COM.AU 381
MYSHOPPING.COM.AU 343
Australia's Top Entertainment Sites for 2009
Entertainment 9,131
YOUTUBE 5,749
iTunes Software (App) 3,537
CBS Interactive 2,758
Viacom Digital 1,595
Vevo 1,347
IMDB 1,292
Gorilla Nation 1,229
Break Media Network 1,123
AOL Music 965
UGO Entertainment 944
Australian General Display Online Ad Spend 2009
Advertiser Industry Category AU$ ('000) % of Spend
Finance 94,654 19.01
Made up of:
- Business Banking 4,271 0.86
- Credit Cards 19,435 3.90
- Home Loans 27,160 5.45
- Superannuation 1,724 0.35
- Personal Banking 21,095 4.24
- Wealth Management 6,772 1.36
- Other 14,197 2.85
Computers & Communication 63,365 12.72
Made up of:
- Computer Hardware 21,543 4.33
- Computer Software 5,344 1.07
- Telecommunications 28,797 5.78
- Internet/ISP 7,681 1.54
Motor Vehicles 62,051 12.46
Made up of:
- Internet Sites 3,197 0.64
- Manufacturers 51,347 10.31
- Dealers 1,734 0.35
- Other 5,773 1.16
Travel/Accommodation 35,290 7.09
Made up of:
- Flights 13,098 2.63
- Accommodation 7,823 1.57
- Car Hire 1,044 0.21
- Holiday Packages/Agents 3,933 0.79
- Other 9,392 1.89
Entertainment & Leisure 38,882 7.81
Made up of:
- Music 1,901 0.38
- Movies 14,045 2.82
- Games/Consoles 4,439 0.89
- Other 18,497 3.71
Media 21,465 4.31
FMCG 26,604 5.34
Made up of:
- Food 12,786 2.57
- Beverages (non-alcoholic) 6,365 1.28
- Other 7,453 1.50
Real Estate 20,273 4.07
Retail 17,831 3.58
Insurance 15,917 3.20
Health, Beauty, Pharmaceuticals 22,938 4.61
Government 20,201 4.06
Other 25,858 5.19
Recruitment 7,081 1.42
Alcoholic Beverages 7,968 1.60
Education & Learning 8,366 1.68
Home Products & Services 3,459 0.69
Community/Public Service 4,762 0.96
Office & Business Equipment 1,035 0.21
(Source: IAB/PWC)
How Australians Define Spam
Definition % of Australian Respondents
Emails that intend to trick me into opening them 85
Emailers from senders who are unknown to me 76
Any email I receive that I did not ask for or subscribe to 77
Emails of an offensive subject matter 74
Any email sent to me from a sender who is not on my address
book or approved sender list 43
All emails that are filtered into the junk mailbox 46
An email from a company I may have given permission to send me
mail at one time, but that I no longer wish to receive 35
Any email I receive that I don't want, regardless of whether I subscribed 38
Emails from companies I have a relationship with offline, but to
whom I never gave permission to contact me via email 41
Emails from a company I have done business with but that come too frequently 31
Any email that tries to sell me a product or service, even if I know the sender 23
Why Australians Unsubscribe from Emails
Reason % of Australian Respondents
Irrelevant content 72
Receive too frequently 59
Think address being shared/sold 40
Don't recall signing up 38
Privacy concerns 29
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Why Australians Open Permission-Based Emails
Type of Subject % of Australian
Line Content Respondents
Free product offer 68
Discount offer 62
Contains familiar brand name 47
New product announcement 42
Contains recent purchase info 38
Free shipping offer 32
Contains my name 29
time offer 27
Breaking info/news 20
Other 6
❚❚ E-COMMERCE
Around 8 million internet users shopped online in 2009,
representing 64% of all Australians who accessed the
internet.
(SOURCE: ABS)
Australians are big on shopping online. Now, 85% of
online Australians shop for books, DVDs, technology, sports
and travel products mostly over the internet. That equals
around 11.98 million people.
(SOURCE: GETPRICE.COM.AU/COREDATA)
Why do Australians love online shopping so much? It's easy
and can avoid the crowds, that's why: 75% of online users
in a survey said that convenience turned them on to online
shopping; 78% cited the ability to make price comparisons;
and a solid 33% of them said they simply preferred the
opportunity to get away from people and to shop in peace.
More than half (51%) of online shoppers in Australia have
spent more than AU$200 online in the past year, with a
similar proportion of them saying they purchased online at
least once a month.
The more money you have, the more likely you are to
shop. As much as 82% of Australians in the top household
income bracket shopped online in 2009 compared to 42%
in the lowest earning category.
(SOURCE: ABS)
Australia's online gaming market is expected to be worth
AU$2.2 billion by 2013.
(SOURCE: B&T/PWC)
Australia's Online Shoppers in 2009
Used the internet to purchase Did not use the internet to
goods or services purchase goods or services
'000 % '000 %
Age group (years)
15–17 303 38 500 62
18–24 1,176 63 701 37
25–34 1,970 75 673 25
35–44 1,774 68 850 32
45–54 1,493 65 802 35
55–64 910 60 606 40
65 or over 366 45 453 55
Gender
Male 4,026 64 2,243 36
Female 3,966 63 2,341 37
Personal income
Less than $40,000 3,210 54 2,680 46
$40,000–$79,999 2,636 73 960 27
$80,000–$119,999 773 79 210 21
$120,000 or over 470 85 81 15
Could not be determined 902 58 652 42
Employment status
Employed 6,484 69 2,905 31
Not employed 1,508 47 1,679 53
Indigenous status
Non indigenous 7,940 64 4,516 36
Indigenous 51 43 68 57
Level of highest educational attainment
Bachelor degree or above 2,479 78 705 22
Advanced diploma or diploma 1,059 72 421 28
Certificate 1,377 63 813 37
Year 12 or below 2,951 53 2,575 47
State or Territory of usual residence
New South Wales 2,488 61 1,594 39
Victoria 2,031 63 1,198 37
Queensland 1,647 67 824 33
South Australia 570 63 335 37
Western Australia 829 64 458 36
Tasmania 183 68 85 32
Northern Territory 66 66 34 34
Australian Capital Territory 177 76 56 24
Total 7,992 64 4,584 36
(Source: ABS Dec 2009; selected findings; Persons 15 and over; Use of the internet to purchase
or order goods or services–for private purposes in the last 12 months–2008–09)
Top Online Retail Subcategories in Australia
Category % Reach
Retail 57.5
Books 21.1
Apparel 10.9
Health Care 2.6
Mall 2.4
Retail-Music 4.8
Retail-Food 3.6
Tickets 7.1
Jewelry/Luxury
Goods/Accessories 3.2
Consumer Goods 0.9
Sports/Outdoor 4.6
Toys 2.8
(Source: comScoreWorld Metrix, August 2009)
❚❚ MOBILE
Annual mobile ad revenues in Australia are expected to
reach AU$232 million by 2013.
(SOURCE:B&T/PCW)
SMS can now pretty much be called ubiquitous, with 99%
of Australians now text messaging each other.
(SOURCE: DIGITAL MEDIA/MICROSOFT)
More than 25% of all Australians aged 14 and over have
accessed the mobile internet at one point or another.
(SOURCE: SENSIS)
Australian mobile users are more targeted than their PC
predecessors, according to one survey. Mobile users there
like to get "straight down to business", with the top mobile
activities involving either researching products and services,
(41% of mobile internet users) or looking for the suppliers
of those products and services (36%).
(SOURCE: SENSIS)
Of Australia's mobile shoppers, 25% have bought a
ringtone; 25% have conducted mobile banking; 19% have
bought something with a credit card; 12% have ordered
a product or service over their phones; and 10% of them
have either bought or sold something on a mobile auction
site, according to one survey.
(SOURCE: SENSIS)
Other than shop, more than one quarter (27%) of mobile
Australians have downloaded videos via their phones; 25%
have downloaded games; 17% have watched mobile TV
and 12% have used their phone to scan a bar code.
(SOURCE: SENSIS)
Social networking for Australians isn't just conducted over
the PC – they are getting in on the act with their phones
too, with 40% of mobile Australians using their phone to
access a social networking site. More than one quarter
(27%) of them have read a blog via their mobiles; 12%
have actually written a blog using their phone; and 8%
have used Twitter specifically with their phones.
(SOURCE: SENSIS)
Young Australians are yet to get on board with mobile
social networking, however. According to one survey of
18-35 year olds who use social media, only 19% of them in
Australia are actually using their phones for this function.
(SOURCE: TELECOMASIA.NET/IDC)
The take-up of 3G services is driving the demand for more
sophisticated mobile services in the country, with 3G and
wireless broadband services posting a 162% increase in
June 2009 from the previous year. Now, wireless broadband
subscribers make up 25% of all internet subscribers in
Australia.
(SOURCE: MUMBRELLA/ACMA)
There were 12.28 million 3G services up and running in
Australia in June 2009, compared with 8.55 million in June
2008.
(SOURCE: MUMBRELLA/ACMA)
One third of Australians use SMS as a mechanism to alert
people to key events in their lives, such as the birth of a
baby or a promotion at work, according to one study. The
same study found that 44% of Australians send picture
messages while travelling, while 33% did so when buying
houses and at the birth of their children.
(SOURCE: TELECOMPAPER/TELSTRA)
How Australians Feel About Mobile Ads
Attitude towards Ads % of Mobile Users
Agree Disagree Don't know
I would accept ads on my mobile phone in
exchange for free mobile content or
special offers 39 50 11
I would accept ads on my mobile phone if I
could opt out 49 42 9
I would accept ads if they did not
impact on the performance of my phone 47 46 8
I would accept ads from companies
whom I've agreed to accept ads from 56 37 7
I would accept ads from companies with
whom I have pre-existing relationship 36 52 12
I would accept ads on my mobile phone 25 60 16
I would accept ads that offered me incentives 44 45 11
I would accept ads linked to my specific interests 41 48 11
I would accept ads for free or
discounted calls or text Messages 52 39 9
(Source: AIMIA)
What Australians do on the Mobile Internet
Activity % of Mobile Users Accessing Internet
Internet browsing 68%
Accessed news updates 50%
Accessed weather updates 48%
Sent or received email 44%
Accessed sport updates 32%
Streamed or downloaded music 23%
Made VoIP calls 22%
Streamed or downloaded videos 16%
Used Mobile TV 11%
None 8%
Other 6%
(Source: ACMA April 2009)
❚❚ CASE STUDY
Client: Lion Nathan
Agency: Holler Sydney
Campaign: Beck's üBERSELEKTOR
Objective: The challenge: bring Beck's positioning of
"Different by choice" to life across its sponsorship of the
Melbourne, Adelaide, Perth and Sydney Festivals. Take into
consideration that the audience is mostly out and about
and wants to enjoy the best their city has to offer during
each Festival.
Strategy: Rather than just filling online and offline
media placements, Holler devised an additional stream
of digital dialogue and content. Using the moniker of
üBERSELEKTOR, Beck's participated in many of the most
innovative communities online: Tumblr; Vimeo; Blip.fm;
SoundCloud; as well as the social media "standards" such
as Facebook; Flickr; YouTube and Twitter.
Details: Holler created event photos with a photo booth,
animations for VJaying, video art projected onto buildings
and interviewed participating music and video artists. We
offered real-time information from the venues, chatted
with influential punters on Twitter as well as gave away
VIP experiences via Facebook. All content was amplified
through the different Festival organisers and Beck's editorial
and music partners MTV, Modular Records, InTheMix,
FasterLouder and FutureClassic.
Results: - Googling the term "üBERSELEKTOR" led to ten
pages of brand-owned search results.
- A photo library of 3,500 event shots that Beck's holds the
rights to.
- 400 comments and 360 'Likes' on Facebook posts.
- 1,600 'Tweets' full of valuable local and international
content.

How the Chinese Connect
Place of Access % of Users
Home 83.2
Office 30.2
Internet cafe 35.1
Access equipment
Desktop 73.4
Mobile phone 60.8
Notebook 30.7
Other 0.5
(Source: CNNIC March 2010)
Chinese internet users spent on average 14.3 hours online
a month in 2009.
(SOURCE: COMSCORE)
The top three applications for Chinese internet users in
2009 were music (83.5% of users), news (80.1%) and
search (73.3%).
(SOURCE: CNNIC)
More than two thirds of Chinese respondents in a global
survey (68%) said they had downloaded a song online
without paying for it, 37% of them via a P2P service.
(SOURCE: SYNOVATE)
In 2009 the number of online gamers came to 265 million
people, an increase of 41.5% on 2008.
(SOURCE: CNNIC)
Around 124 million Chinese now use social networks.
(SOURCE: WEB2ASIA/CNNIC)
Nearly a quarter of a billion (244 million) of China's internet
users now use instant messaging.
(SOURCE: CNNIC/DIGITAL MEDIA)
Nearly 290 million Chinese internet users listen to music
online, while 222 million watch online video.
(SOURCE: CNNIC/DIGITAL MEDIA)
User-generated content is gathering pace in China, with
89.7 million Chinese now writing their own blogs and 41.5
million use microblogging services like Twitter.
(SOURCE: TRENDSTREAM/LIGHTSPEED/EMARKETER)
Chinese living in the country's top 60 cities spend more
than 70% of their leisure time on the internet.
(SOURCE: MCKINSEY)
Nearly half (49.7%) of Chinese internet users go online for
news and information.
(SOURCE: COMSCORE)
What Chinese Internet Users did Online in 2009
Activity Utilisation Users Growth
Rate (%) ('00,000) rate YOY (%)
Instant Messaging 70.9 27,233 21.6
Blog 57.7 22,140 36.7
Blog Update 37.7 14,477 37.9
Forum/BBS 30.5 11,701 28.6
Social Website 45.8 17,587 –
Email 56.8 21,797 29
Search Engine 73.3 28,134 38.6
Online News 80.1 30,769 31.5
Online Game 68.9 26,454 41.5
Online Video 62.6 24,044 19.0
Online Music 83.5 32,074 28.8
Online Literature 42.3 16,261 –
Online Shopping 28.1 10,800 45.9
Travel Booking 7.9 3,024 77.9
Online Payment 24.5 9,406 80.9
Online Banking 24.5 9,412 62.3
Online Trading 14.8 5,678 67.0
China's online advertising revenues reached RMB20.61
billion (US$3.02 billion) in 2009, a 21.2% increase on 2008.
(SOURCE: DIGITAL MARKETING INNER CIRCLE/IRESEARCH)
Baidu took home the biggest slice of the online ad pie
(21.3% of revenues), followed next by Google (11.1%),
Sina (7.5%), Tencent QQ (4.9%) and NetEase (1.5%).
China's online advertising market is expected to generate
RMB30.09 billion in 2010 and RMB99.37 billion by 2013.
Online currently accounts for 16.6% of overall ad spend in
China. By 2012, the Chinese internet market is expected to
take up 28.8% of overall ad revenues.
(SOURCE: ZENITH/CREDIT SUISSE)
Between January and November 2009, there were an
average number of 3,717 online advertisers in China on a
monthly basis, a 24% increase on 2008.
There may be more online advertisers – but that doesn't
mean they are spending more. Average monthly spend fell
13% year-on-year to RMB194,997 in 2009.
Ask the Chinese what type of advertising they mistrust and
they are likely to cite online ones, with ads in video games
coming out on top (47% of respondents saying they do not
trust). They are joined by ads in virtual worlds (47%) and
closely followed by SMS ads (46%), email ads (38%), pop-
ups (38%) and banner ads (28%).
(SOURCE: TNS/DIGITAL MEDIA)
All is not lost however – 84% of Chinese respondents
to the same survey said that a brand's presence online
"increased their interest in using it to some degree'".
(SOURCE: TNS/DIGITAL MEDIA)
And the Chinese would be more than happy to accept more
online advertising – if they were paid for it. More than 50%
of Chinese respondents in a survey said they would be
willing to accept more ads in exchange for payment.
(SOURCE: SYNOVATE)
SNS advertising acceptance levels are a mixed bag. Just
30% of SNS users in China say they will accept any form of
advertising, with 26.6% saying they accept targeted ads.
Nearly a third of SNS users (30.1%) say they have never
clicked on an ad in a social networking site.
The online gaming market in China was worth an estimated
RMB25.8 billion (US$3.7 billion) in 2009.
(SOURCE: MOC/XINHUA)
By 2013, online gaming revenues are projected to bring in
US$9.5 billion a year.
(SOURCE: BDA)
China's search market is now worth more than RMB7.5
billion and is expected to be worth more than RMB12 billion
by the end of 2010.
(SOURCE: IRESEARCH/ADCHINA.COM)
❚❚ DEMOGRAPHICS
More than half (50.2%) of Asia Pacific's internet users now
live in China.
At the end of 2009, there were 384 million internet users
in China. China now has a penetration rate of 28.9% – up
from 22.6% in 2008.
(SOURCE: CNNIC)
The majority of China's internet users – 346 million people –
are now broadband subscribers.
(SOURCE: CNNIC)
By 2014, China's broadband population is expected to be
more than 551 million-strong. Mobile broadband users are
expected to represent nearly 70% of this group.
(SOURCE: GLOBAL TIMES/OVUM)
The average Chinese internet user visits around 75
websites every month.
(SOURCE: DCCI/ADCHINA.COM)
In 2009, the average monthly income of internet users in
China was 62% higher than non-internet users.
Nearly two fifths (38.5%) of internet users in China are
aged 30 years or older.
(SOURCE: CNNIC)
The vast majority (72.2%) of all internet users in China live
in urban areas.
(SOURCE: CNNIC)
China's Internet Users 2009
% of users
Age
Age 10-19 31.8
Age 20-29 28.6
Age 30-39 21.5
Age 40-49 10.7
Age 50-59 4.5
Age 60 and above 1.9
Gender
Male 54.2
Female 45.8
Education
Primary school/below 8.8
Junior middle 26.8
High school 40.2
College 12.2
Master's degree/above 12.1
Profession
Others 0.8
Unemployed 9.8
Retirees 2.1
Agricultural, forestry, husbandry, fishery labourers 2.8
Freelancers/Self-employed 13
Industry/service industry workers 4.4
Migrant workers 2.4
Professionals 10.4
Non-managerial white collar 15
Managerial white collar 3.1
Party/government/institute employees 7.5
Students 28.8
Income (Yuan) per month
Above 8000 2.9
5001-8000 2.7
3001-5000 9.3
2001-3000 15.4
1501-2000 13.4
1001-1500 13.7
501-1000 14.5
500 or below 18
No income 10
Region
Rural 27.8
Urban 72.2
The Great Wall of China
CHINA

China's e-book market is expected to explode in 2010.
E-reader sales stood at around 800,000 units in 2009 and
are anticipated to grow to 3 million this year.
(SOURCE: CHINA DAILY/DISPLAY SEARCH)
Thanks to more Chinese booking flights, hotel and package
tours online, online travel revenue in China is expected
to reach US$695.8 million in 2010, an increase of 27%
on 2009. By 2013 the revenues are anticipated to reach
US$1.3 billion.
(SOURCE: IRESEARCH)
China's online games market generated US$3.57 billion in
revenues in 2009. That number is expected to increase to
US$4.5 billion in 2010 and US$9.2 billion by 2014.
(SOURCE: NIKO PARTNERS)
China's online gaming market is being driven by the
success of MMORPG which now accounts for 79% of
the online game market. The market scale of MMORPG
increased by 35.2% year on year to reach RMB20.38 billion
in 2009, while advanced casual games generated RMB3.55
billion.
(SOURCE: CHINATECHNEWS/MOC)
More than one quarter (26% or 87.88 million) of China's
internet users shopped online in the first half of 2009, an
increase of 38.9% on 1H 2008.
(SOURCE: CHINAINTERNETWATCH)
More than 85.7% Chinese online users searched for
product information online during the first half of 2009,
53.5% on B2C sites and 32.5% on C2C sites.
For Chinese internet users who shop online, C2C sites such
as Taobao and Paipai are the first choice for 85% of them,
rather than traditional B2C sites such as Amazon.
Nearly half of China's online users (48.7%) have become
aware of online shopping sites via their friends and family.
Top Online Retail Subcategories in China
Category % Reach
Retail 50.4
Books 14.5
Apparel 7.8
Health Care 7.0
Mall 3.8
Retail-Music 1.4
Retail-Food 0.5
Tickets 0.3
Jewelry/Luxury Goods/Accessories 1.0
Consumer Goods 0.2
Sports/Outdoor 0.1
Home FurnishingS 0.5
Toys 0.1
(Source: comScoreWorld Metrix, August 2009)
❚❚ MOBILE
There are now an estimated 739 million mobile users in
China, representing a penetration rate of 54.3%.
(SOURCE: MIIT/PEOPLE'S DAILY)
By the end of 2009, there were 233 million mobile internet
users in China, accounting for 60.8% of all internet users
in the country.
(SOURCE: CNNIC)
By the end of 2010 there will be more internet users in
China than the entire population of the United States, more
than 300 million people.
(SOURCE: EMARKETER)
By 2013, 41% of all mobile users will be mobile internet
users too.
(SOURCE: BDA)
3G is still in its infancy in China. There are currently just 15
million 3G subscribers in the country.
(SOURCE: IMEDIA CONNECTION)
That being said, the market is growing fast. New mobile
subscriptions (2G and 3G) numbered 9 million every month
in Q4 2009.
Half of all Chinese 3G users access the mobile internet five
times a day at least.
(SOURCE: IMEDIA CONNECTION/IRESEARCH)
Nearly half (46.5%) of all mobile phone users said they
would use 3G within six months, once it became available
to them.
(SOURCE: CNNIC)
Chinese mobile users sent 784.04 billion SMS messages to
each other in 2009.
(SOURCE: MIIT)
Chinese mobile users send an average of 2.1 billion SMS
messages to each other every day. Of these, 86% come
from China Mobile customers.
(SOURCE: CHINATECHNEWS/MIIT)
Two fifths (40.9%) of China's SNS users expect mobile
usage from their networks.
M-commerce revenues in China were expected to reach
RMB55 million in 2009, a 130% increase on 2008.
(SOURCE: TELECOMPAPER/IRESEARCH)
In 2009, 10.3% of online shopping transactions were made
by means of mobile payment.
During the first six months of 2009, there were a total of
62.69 million mobile payment transactions made in China,
worth US$2.49 billion in expenditure.
(SOURCE: TELECOMPAPER/INTERFAX CHINA)
Mobile entertainment is predicted to bring in US$18 billion
by 2013.
(SOURCE: RCR RESEARCH/JBB RESEARCH)
Legal mobile music downloads are beginning to take off
in China, with 16% of Chinese saying they have paid for
music applications on their phones. More than one quarter
of them (27%) have paid for a full length mobile music
track.
(SOURCE: SYNOVATE)
By the end of 2009 there were an estimated 12.3 million
mobile game players in China.
(SOURCE: PYRAMID RESEARCH)
By 2013, China's online search market should be generating
RMB22.7 billion (US$3.4 billion) a year.
(SOURCE: BDA)
China's online brand advertising market revenue came
to RMB7.97 billion in November 2009, and is expected to
grow by 35% year-on-year in 2010. China's overall online
advertising market is expected to grow by 44% in 2010.
Paid search is expected to grow at a rate of 55% year-on-
year in 2010.
Entertainment has a 63.8% reach in China, the lowest in
the region.
(SOURCE: COMSCORE)
The Chinese are the least prolific searchers in the region,
averaging 61.7 searches per searcher in August 2009, lower
than the regional average (84.5 searches per searcher).
(SOURCE: COMSCORE)
China's Top Portals by Brand Advertising Revenue
Site RMB million
Sina 1,421
Sohu 1,125
Tencent 885
Netease 307
MSN China 252
Soutun 240
Youku 212
Baidu 129
(Source: iResearch/Credit Suisse estimates)
China's Online Ad Revenues 2009-2012
(RMB million) 2009 2010 2011e 2012
Brand ad 10,853 14,595 18,918 23,271
Search 10,453 16,244 24,179 31,166
Others 1,639 2,186 3,087 4,014
Total 22,946 33,025 46,184 58,451
Breakdown (%)
Brand ad 47.9 44.7 41.5 40.3
Search 44.9 48.6 51.8 52.8
Others 7.2 6.7 6.8 7.0
YoY (%)
Brand ad 9.3 34 30 23
Search 61.7 56 49 29
Others -8.8 33 41 30
(Source: Credit Suisse estimates; * gross revenue – advertisers actual spending)
China's Online Brand Ad Market Revenues: 2009/10
Brand Ad Revenue Breakdown
(RMB million) (%) YoY (%) yoy (%)
industry 2009 2010 2009 2010 2010
IT 971 1,117 11 9 15
Electronics 348 400 4 3 15
Food & Beverage 495 693 6 6 40
Auto 1,422 1,849 16 15 30
Telecom & Handset 398 577 4 5 45
Personal Care 294 440 3 4 50
Internet Service 1,753 2,629 20 22 50
Real Estate 792 1,070 9 9 35
Finance 380 532 4 4 40
Others 2,090 2,765 23 23 32
Total 8,942 12,072 100 100 35
(Source: iResearch/Credit Suisse estimates)
Trust in Media Channels in China
Media channel % who trust the channel completely
Recommendations from friends and family 57
Independent reviews in publications 20
Manufacturers / brands websites 17
Consumer opinion in blogs 20
TV ads 12
Newspaper ads 11
Ads that appear on search engines 11
Banner ads on websites 9
Ads in virtual worlds 6
Ads in video games 7
Ads via mobile SMS 8
China's Top 10 Motivating Digital Brands
Rank Brand
1 Lenovo
2 Nokia
3 Haier
4 Nestle
5 Nike
6 ICBC
7 McDonald's
8 L'Oreal
9 Adidas
10 Wong Lo Kat Herbal Tea
Top 5 Online Advertisers in China in 2009
Advertiser Online Ad Spend (RMB million)
Jiayuan 520
VANCL 510
Lining 370
Nike 290
51job 260
(Source: ChinaInternetWatch/CR-Nielsen)
❚❚ E-COMMERCE
In 2010, revenues generated from online advertising,
games, shopping and other activities is expected to come
to RMB112.3 billion, a 51% growth on 2009.
China's online shopping market generated RMB250 billion
(US$36.6 billion) in 2009, representing 1.97% of all
domestic retail sales. It is thought that around 100 million
Chinese now shop online.
(SOURCE: IRESEARCH/XINHUA)
More than 87 million Chinese online users shopped online
in the first 6 months of 2009.
Of those online shoppers, 32.3% made no more than two
purchase transactions during the first six months of 2009.
However, a similar amount (30.5%) made between five and
ten online shopping transactions in that same period.
More than half (50.4%) of online Chinese have visited an
online retail site.
(SOURCE: COMSCORE)
Chinese online shoppers have a strong preference for C2C
sites, being the first choice for 85% of them. The top site
by far is Taobao, with 76.5% of online shoppers citing it as
their first choice.
Nearly half (48.7%) of online shoppers in China have
become aware of shopping sites through family and friends.
More than 85.7% of Chinese online users searched for
product information online in the first six months of 2009.
Breaking it down, 53.5% visited B2C sites and 32.5%
visited C2C sites to do this.
Comparison shopping is yet to take off in China, with
just 14.8% of online Chinese having visited a comparison
shopping site.
(SOURCE: COMSCORE)
China's virtual goods market was expected to generate
more than US$5 billion in sales in 2009.
(SOURCE: VIRTUALGOODSNEWS.COM/+8*)

China Mobile currently controls around 80% of China's
mobile games market via its Monternet platform.
Mobile internet users in China averaged 248 page views per
user in December 2009, 132.8% more than in December
2008.
(SOURCE: OPERA)
Smartphones now represent more than 20% of all handset
shipments to China.
A sizeable 77% of Chinese consumers say they cannot live
without their mobile phones.
(SOURCE: SYNOVATE)
However, 44% of Chinese say they are already receiving
too many ads on the mobile phones already, according
to the same survey. A similar amount, 42%, say they are
open to more ads – if they can make some money out of it
themselves.
(SOURCE: SYNOVATE)
China has more than 350 million accumulated mobile
instant messenger accounts, and 136.39 million active
accounts.
(SOURCE: ANALYSIS INTERNATIONAL)
Chinese Mobile Internet Users 2009
% of users
Age
Under 10 0.5
Age 10-19 37.9
Age 20-29 35.3
Age 30-39 17.1
Age 40-49 6.7
Age 50-59 1.8
Age 60 and above 0.7
Gender
Male 56
Female 44
Education
Primary school/below 8.1
Junior middle 26.9
High school 42.4
Associate college 11.4
College 10.3
Master's degree/above 0.9
Profession
Others 0.7
Unemployed 9.9
Retirees 0.4
Agricultural, forestry, husbandry, fishery labourers 3.1
Freelancers/Self-employed 12.2
Industry/service industry workers 4.9
Migrant workers 2.9
Professionals 9.9
Enterprise non-managerial 15.7
Enterprise managerial 2.8
Government-non managerial 4.1
Government-managerial 1
Students 32.3
Income (Yuan) per month
Above 8000 2.7
5001-8000 2.7
3001-5000 8.4
2001-3000 14.3
1501-2000 13
1001-1500 13.5
501-1000 16.5
500 or below 19.5
No income 9.3
Region
Rural 30.8
Urban 69.2
What Chinese Mobile Internet Users do Online
Activity % of users
Mobile Phone TV 16.5
Mobile Phone Email 18.4
Mobile Phone Online Game 19.3
Mobile Phone Online Community 22.8
Mobile Phone Online Music 50.4
Mobile Phone Search 55.2
Mobile Phone Reading 75.4
Mobile Phone Online Chatting 77.8
❚❚ CASE STUDY
Client: Coca-Cola China
Agency: wwwins Isobar China
Campaign: Coca-Cola Coke with Food Campaign
Objective: The key challenge was to create an association
between Coke and everyday meals, reinforcing how much
"Shuang" (Chinese character representing refreshment and
enjoyment) the consumer can experience at the dining
table when Coke is there to accompany the food.
Strategy: Instead of just showing "behind the scene"
footage of the TVC, we wanted to really place the
consumers "behind the scenes". An additional video of the
TVC was shot solely for the online campaign purpose to
create the unique digital experience.
Details: With the online video template, we created a
unique and exciting experience that allowed consumers be
part of the video for them to "show off" to their friends.
Under the theme of "Having Dinner with Fei-Lun-Hai" we
pushed the boundaries of Real-time Flash 3D Technology
to allow users to upload their face photos, which then were
converted into 3D faces then mapped onto a person who
dined with the Fei-Lun-Hai members in the video. In the
final video, consumers could see themselves dancing and
dining around the table with Fei-Lun-Hai. And with simple
share function, consumers could send the video link their
friends, or even paste the video on their blogs.
Results: The campaign generated the following response:
700,000 3D user-generated interactive videos successfully
generated, the viral effects that were tracked reached
exposure to more than 20 million people.
www.ad-tech.com
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What Hong Kong's Internet Users Earn
Monthly Household Income Total % of Users
HK$70,000+ Per month 218,424 5.5
HK$70,000-79,999 48,779 1.2
HK$60,000-69,999 96,370 2.4
HK$50,000-59,999 192,364 4.9
HK$40,000-49,999 518,419 13.1
HK$35,000-39,999 191,198 4.8
HK$30,000-34,999 311,904 7.9
HK$25,000-29,999 338,447 8.5
HK$20,000-24,999 595,502 15
HK$15,000-19,999 440,105 11.1
HK$13,000-14,999 228,786 5.8
HK$10,000-12,999 478,324 12.1
HK$8,000-9,999 185,600 4.7
HK$8,000 or less per month 165,998 4.2
(Source: Yahoo!/Synovate 2009 HK Media Atlas Q1'09-Q4'09)
There were around 2.5 million social networking users in
Hong Kong as of August 2009.
(COMSCORE)
Over 50% of online Hong Kongers have uploaded a video
to a video sharing site, according to one survey.
(SOURCE: UNIVERSAL MCCANN)
Hong Kong internet users spent an average of 156 minutes
a day online in 2009.
(SOURCE: NIELSEN)
Hong Kong internet users spent on average more than 25
hours online a month in 2009.
(SOURCE: COMSCORE)
What do Hong Kong internet users do when they are
online? In August 2009 it was mainly instant messaging
(15.9% share of minutes online), with Hong Kongers
spending twice as long as Asians across the region did on
the activity that month. Entertainment sites took up 11% of
their time (led by YouTube and TVB) and social networking
took up 8% of their time.
(SOURCE: COMSCORE)
Entertainment reach in the city was 72.7% in August 2009.
(SOURCE: COMSCORE)
Just over a third (37%) of Hong Kongers feel they could
not live without the internet.
(SOURE: SYNOVATE)
Why Hong Kongers go Online
Activity % of users
For getting information 80
Communication by text 30.3
Shopping/reservation 4.4
Leisure 41
Education 17.5
Financial activities 8.4
Online community 1.2
Downloading/upgrading software 5.1
(Source: APIRA)
How Long Hong Kongers Spend Online
Average Time Spent Using Internet ('000) % of Users
Less Than 30 Minutes 412 7.7
30 Minutes-Less Than 1 Hour 666 12.4
1 Hour-Less Than 2 Hours 924 17.2
2 Hours-Less Than 3 Hours 745 13.9
6 Hours Or More 517 9.6
(Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12 – 64)
What Hong Kongers do Online
Features Used ('000) % of Users
EMail 3,062 57
Search Goods/Services
Information 1,826 34
Instant messenger 1,757 32.7
Read Newspapers/Magazines 1,698 31.6
Social Networking 1,407 26.2
Play Online Games 1,388 25.8
Settle Payment 1,131 21
Use Online Banking Services 1,129 21
Listen To Songs/Radio Programs 1,046 19.5
Search Financial Information 1,007 18.7
Search/Download Information 995 18.5
Watch User-generated Video Online or Watch
Professionally Produced Video Online 1,124 20.9
Browse Blog 714 13.1
Download Free Songs/Music or Download Paid Songs/Music 754 14
Use Search Engines 682 12.7
Write Blog 662 12.3
Trade Stock 620 11.5
Download Software 609 11.3
Make Reservation/Book Tickets 529 9.8
Search Job Vacancies 494 9.2
Chat Room 441 8.2
Use Auction Services 433 8.1
Purchase/Order Goods/Services 402 7.5
Download Movies 359 6.7
Download TV Programs 255 4.7
Request Customer Services 243 4.5
Make Friends Online 242 4.5
Download Mobile Phone Ringtone 216 4
Internet Phone 209 3.9
Download Books/Comics 184 3.4
Download Mobile Phone Game/Wallpaper 138 2.6
Netmeeting 108 2
Others 511 9.5
(Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12-64)
Hong Kong online ad spend came to HK$869 million in
2009, a 17% increase on 2008 (HK$744 million).
Online ad spend in Hong Kong is expected to grow by 13%
in 2010.
(SOURCE: MEDIA/HK4As)
By 2012, online ad spend is expected to come to US$169
million.
(SOURCE: ZENITHOPTIMEDIA)
While Google reigns supreme across much of Asia as the
favoured search engine, in Hong Kong it is Yahoo! that
attracts the majority of searches, it taking 58.9% of Hong
Kongers' search queries.
(SOURCE: MEDIA/COMSCORE)
Hong Kong internet users are pretty loyal to the emarketing
programmes they sign up to, 80% of them saying they
always open and read emails they have subscribed to.
Equally a similar proportion, 70%, delete emails that have
been sent to them by unknown senders – unread.
(SOURCE: COMPUTERWORLD/RADICA)
Hong Kongers love bargains, which may be why 78% of
Hong Kong internet users in a survey said they find emails
offering discounts to be the most persuasive tactics to get
them to purchase what was offered in the emails. Discount
coupons are nearly as persuasive, say 72% of users, while
free gifts (65%) and cash rebates (50%) are also popular.
(SOURCE: COMPUTERWORLD/RADICA)
Nearly two-thirds (63%) of Hong Kong internet users in a
survey said that they forwarded promotional emails on to
their friends and relatives.
(SOURCE: COMPUTERWORLD//RADICA)
❚❚ DEMOGRAPHICS
There are currently more than 3.9 million active internet
users in Hong Kong, as of August 2009.
(SOURCE: COMSCORE)
Around 81% of Hong Kong homes have broadband.
(SOURCE: AFP/STRATEGY ANALYTICS)
More than two thirds (69.4%) of Hong Kongers aged 10 or
over accessed the internet in 2009.
(SOURCE: CENSUS & STATISTIC DEPARTMENT)
Hong Kong internet users on average spend 18 hours a
week online.
(SOURCE: APIRA)
There are around 8,825 public WiFi access points in
Hong Kong.
(SOURCE: YAHOO!/OFTA)
Hong Kong's Internet Users 2009
Total Users ('000) % of users
Gender
Male 1,903.04 48
Female 2,058.39 52
Age
15-19 432.68 10.9
20-24 455.49 11.5
25-29 511.61 12.9
30-32 476.65 12
35-39 478.16 12.1
40-44 454.08 11.5
45-49 403.72 10.2
50-54 271.79 6.9
55+ 226.20 5.7
Marital Status
Single 2,168.82 54.7
Married with Children aged 15 or below 854.44 21.6
Married without Children 274.09 6.9
Divorced, Widowed (with
children aged 15 or below) 13.78 0.3
Divorced, Widowed (without children) 6.74 0.2
Married with all Children aged 16 or above 607.72 15.3
Divorced, Widowed (with all children aged 16 or above) 16.94 0.4
Attained Education
No Formal Schooling 6.59 0.2
Primary School or beloW 197.44 5
Sec 2,436.78 61.5
Tert non-degree 421.90 10.7
tert degree+ 880.61 22.2
Employment Status
Working Full Time (30 hours above a week) 2,380.02 60.1
Working Part Time (Less than 30 hrs a week) 208.03 5.3
Retired 89.77 2.3
Unemployed 178.82 4.5
Student 814.65 20.6
Housewife 283.00 7.1
Refused 7.12 –
Occupation/Job Position
PMEB 812.26 20.5
skilled & unskilled white collar 716.13 18.1
Services workers & shop sales 261.05 6.6
Craft & related workers 165.48 4.2
Plant & machine operators and assemblers 76.70 1.9
Elementary occupations 157.70 4
Place of Access
At home 3,684.73 93
In office 1,280.94 32.3
At school 173.37 4.4
In Internet cafe 55.72 1.4
In other places (e.g. library, shopping mall) 198.41 5
(Source: Yahoo!/Synovate HK Media Atlas Q1-Q4 2009)
Hong Kong's Two IFC rising above the city
HONG KONG

❚❚ E-COMMERCE
While nearly all Hong Kong internet users (98.3%) had
used some form of e-business service in 2009, 15.9% used
"online purchasing services" for their personal means, an
increase on 2008 (10.3%).
(SOURCE: CENSUS & STATISTICs DEPARTMENT)
More than half of online Hong Kongers have visited a retail
site (51.3%).
(SOURCE: COMSCORE)
Comparison shopping is gaining some traction in Hong
Kong, with 13.8% reach, as of August 2009.
(SOURCE: COMSCORE)
In 2009, Hong Kong's online shopping adoption rate grew
at a CAGR of 144.8%.
(SOURCE: APIRA)
Top Online Retail Subcategories in Hong Kong
Category % Reach
Retail 51.3
Books 13.8
Apparel 7.6
Health Care 1.2
Mall 1.4
Retail-Music 6.6
Retail-Food 1.9
Tickets 2.9
Jewellery/Luxury
Goods/Accessories 2.2
Consumer Goods 0.3
Sports/Outdoor 0.9
Toys 2.3
(Source: ComsCore World Metrix, August 2009)
❚❚ MOBILE
Hong Kong's mobile subscriber penetration rate now stands
at 171.6%. Hong Kong, a city of 7 million people, had more
than 12 million mobile subscribers as of November 2009.
(SOURCE: OFTA)
Of Hong Kong's mobile population, more than 4.9 million
are 2.5G and 3G subscribers.
(SOURCE: OFTA)
As of the beginning of 2010, there were 8,826 public WiFi
spots in Hong Kong.
(SOURCE: OFTA)
Hong Kong's mobile data revenue is expected to increase
at a CAGR of 10.5% from 2009 to 2014, increasing from
US$557 million to $916 million.
In 2010, Valentine's Day and Chinese New Year Day both
fell on 14 February, perhaps prompting Hong Kongers to
send more than 28.3 million SMS messages and receive
36.8 million of them – a 54.19% and 42.08% increase
respectively compared to Valentine's Day 2009.
(SOURCE: OFTA)
More than half of Hong Kongers (59%) feel they could not
live without their mobile phone.
(SOURE: SYNOVATE)
Nearly half of Hong Kong mobile phone users (49%)
already feel they are receiving too many ads on their
phones.
(SOURE: SYNOVATE)
Unlike their peers across the Chinese border, Hong Kongers
are still resistant to the idea of mobile phone advertising –
even if they get paid for it (66% of users saying they are
resistant).
(SOURCE: SYNOVATE)
❚❚ CASE STUDY
Client: Anna Sui
Agency: Euro RSCG Hong Kong
Campaign: ANNA SUI SUPER BLACK MASCARA
Objective: In a crowded market place, the challenge
was to engage Anna Sui's 15-30 year old style-conscious,
digitally-connected consumers and communicate to them
the product's benefits – with the ultimate aim of increasing
traffic to Anna Sui counters.
Strategy: Super Black Mascara exaggerates the eyes, but
how could the brand communicate this in a playful and
flirtatious way online? Euro RSCG Hong Kong tapped into
the global reach of social networks to create an innovative
Facebook application which invited users to virtually
apply the new range of
mascara to their own photos.
The campaign brought the
product experience online, by
literally allowing users to apply
mascara to the eyes of their
online photos.
Details: This fun application
saw users playfully digitally
enhancing their facebook
photos with flirty long lashes,
and posting their glamourised
images.
Running to the tagline "Long
lashes that captivate – be the
Anna Sui Captivating Star", the
campaign ran across a range of
online and offline channels in
Hong Kong, Taiwan and Korea,
including a product mini-site, "how to" videos on YouTube,
eDM, SMS and in-store materials.
In order to maximise the viral potential of the application,
users were then invited to pass on the application to
friends in order to receive vouchers and win prizes to drive
traffic to Anna Sui counters.
Results: Within the first month the campaign generated:
- More than 6,000 Facebook users accessed the Super
Black Mascara Facebook application.
- More than 600 people become fans of the application
group.
- More than 500 vouchers were downloaded.
- The brand website saw an increase in visits of over 50%
during the campaign period.
Hong Kong online advertisers numbered 2,239 as of the
first half of 2009, running 7,158 campaigns between
them, a 22% increase on 2008. In total, 11.2 billion ad
impressions were served over that 1H 2009 period.
The most prolific online advertising category in Hong Kong
is not, surprisingly, finance representing HK$65 million
of ad value, followed by computers & electrical (HK$51
million) and education (HK$48 million)
In the first six months of 2009, social networking sites and
other friend-introducing sites increased their estimated ad
value tenfold (1,014%) compared to the first half of 2008.
Hong Kongers are amongst the most ad savvy internet
users out there, showing the highest propensity to avoid
sites with intrusive ads and pop ups – 46% of users, much
higher than the global average (28%).
(SOURCE: SYNOVATE)
More than one quarter (27%) of Hong Kongers would be
more recipient to online ads – if they were paid to do so.
(SOURCE: SYNOVATE)
More than one quarter (26%) of Hong Kongers are open to
behavioural marketing and the technology that facilitates it
– as long as no data is collected in the process that could
identify them.
(SOURCE: SYNOVATE)
Hong Kong's Top 10 Sites of 2009
Yahoo! Sites 3,184
Google Sites 2,594
FACEBOOK 2,004
DISCUSS.COM.HK 1,367
Uwants Sites 1,303
SINA 1,053
Wikimedia Foundation Sites 919
Television Broadcasts 903
PCCW 784
(Source: ComScore World Metrix; Audience: All Persons 15+ at Hong Kong Home/Work Locations)
Hong Kong's Top 10 Gaming Sites of 2009
Online Gaming 1,151
Yahoo! Games 233
Gamania Digital Entertainment 180
Travian Games 163
MSN Games 112
9YOU 102
GAMEBASE.COM.TW 85
WildTangent Network 74
Gameflier 74
TALESRUNNER.COM.HK 73
MINICLIP 56
Hong Kong's Top 10 Retail Sites of 2009
Retail 2,033
Alibaba.com 469
Apple Worldwide Sites 459
Amazon Sites 309
PRICE.COM.HK 210
THREE.COM.HK 174
DCFEVER 174
CITYLINE 164
RINGHK 121
Nissen Group 119
Hewlett Packard 116
Hong Kong's Top 10 Entertainment Sites of 2009
Entertainment 2,828
YOUTUBE 1,551
TVB 899
Yahoo! Music 822
Yahoo! Movies 550
iTunes Software (App) 478
Tudou Sites 438
PPStream 431
CBS Interactive 422
Youku 408
Sony Online 324
Hong Kong's Fastest Growing Online Ad Categories
Ranking Categories Growth by Ad Value(%)
1 Introductions/Social Networking 1014
2 Automotive 201
3 Sundry Service 194
4 Real Estate 180
5 Fashion 172
(Source: The Nielsen Company; 1H 2009)
Hong Kong's Online Ad Spend by Sector
Categories Market Gross Adspend on Internet (HK$m)
Banking & Investment Services 527.1
Education & Training 266.19
Computers & Internet Services 216.56
Telecommunication, Mobile Phones & Services 111.54
Entertainment 106.59
Transportation & Logistics 101.75
Travel & Tourism Services 96.58
Cosmetics & Skincare 75.85
Beauty, Slimming & Fitness 68.78
Hotels, Resorts & Service Apartments 58.04
Pharmaceuticals & Healthcare 57.24
Restaurants 54.01
Mass Media 51.61
Retail 48.56
Non-profit Organisation 45.66
Sports 41.34
Jewellery, Watches & Luxury Products 37.55
Camera, Photography & Optical Instruments 37.1
Toiletries & Household 35.69
Fashion, Accessories & Eyewear 34.9
Government 34.25
Business Services 33.68
Insurance 31.72
Beverages 30.78
Electrical Appliances 27.03
Automobile & Petroleum 26.61
Food 24.4
Toys & Hobbies 19.23
Property & Real Estate 11.7
Energy & Mining 8.66
Wine, Beer, Whisky & Liquor 6.97
Bridal 6.8
Construction 4.51
Books, Gifts & Stationery 3.62
Industry 2.4
Pets 1.68
Miscellaneous 1.53
Funeral Services 0.01
Tobacco 0
Unknown 0
Total 2,348.22
(Source: Yahoo!/admanGo; January-December 2009)
Hong Kong's Top 10 Website Brands in 2009
Brand Ad impressions ('000)
Total 23,927,360
Yahoo! HK 13,631,410
atnext 2,141,341
2000fun-HP 2,017,361
HKEPCHardware 1,860,722
Discuss 1,153,393
Mingpao 970,985
The Sun 712,127
AAStocks 533,116
MSN Hong kong 476,805
fotop 430,098
(Source: Yahoo!/Nielsen AdRelevance – 06/04/2010)

Digital Marketing Yearbook 2010: Stay engaged across platforms

Digital Marketing Yearbook 2010: Stay engaged across platforms

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