Tài liệu Southeast asia digital future in focus 2013

Key Insights and Digital Trends from Southeast Asia © comScore, Inc. Proprietary. 26 July 2013 Introduction #FutureinFocus Executive Summary Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The strong swelling of mobile audiences, devices and consumption habits have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: A Singh [email protected] © comScore, Inc. Proprietary. 2 Key Takeaways More than 40% of internet users come from APAC Internet user numbers across APAC continue to grow at a much greater pace than any other market. Six countries from Southeast Asia is home to an online population in excess of 62 million. Growth driven by younger power users Users from Thailand and Vietnam record the highest time spent online which is clearly explained by a significantly large percentage of population under the age of 35. E-commerce starts to make a move Local and regional online retail setups are beginning to capture the Southeast Asian online audience. In the online travel category, low cost airlines and meta-search platforms see healthy traffic. © comScore, Inc. Proprietary. Social networking still captures majority of screen time Social Networks capture the largest percentage of consumers’ time in the region. Facebook continues to be the number one social network with 3 of its top 15 markets by reach in Southeast Asia. Twitter, LinkedIn and Tumblr are the other established players in most markets. Entertainment and online video continues to grow The online video audience in Southeast Asia grew around 8 percent in the past year, YouTube continues to be the top video property in all markets. Music, movies and entertainment sites get more visitors and time spent than global averages. 3 Content SETTING THE SCENE Global Overview 5 Southeast Asia Landscape 9 2013 SEA FUTURE IN FOCUS Digital Audience Behaviour 14 Social Networking 20 Online Retail 26 News and Information 31 Online Travel 35 Entertainment and Online Video 39 Search 46 Country Spotlights 50 Conclusion 57 Tweet-bits 61 Methodology 62 About comScore 64 © comScore, Inc. Proprietary. 4 #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary. Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 34% Outside US 87% Outside US Middle East - Africa 9% North America 14% Latin America 9% Asia Pacific 41% Europe 27% 66% 13% 1996 2012 © comScore, Inc. Proprietary. Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 6 Share of Asia Pacific Online Population Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year Total 604 MM Total 644 MM Rest of APAC, 13.9% Rest of APAC, 13.5% Southeast Asia, 9.4% Southeast Asia, 9.6% Japan, 12.2% Japan, 11.4% India, 9.3% India, 11.5% China, 55.2% China, 54.0% Mar-12 Mar-13 © comScore, Inc. Proprietary. Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 7 Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Hours per Visitor 37.2 26.8 Global Average: 23.4 Hours a Month 26.1 17.3 North America Europe Latin America 17.2 Middle East - Africa Asia Pacific Unique Visitors (MM) +7% 604 644 +5% 391 412 +12% +1% 215 217 131 Asia Pacific Europe © comScore, Inc. Proprietary. +3% North America 147 Latin America 130 134 Mar-12 Mar-13 Middle East Africa Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 8 #FutureinFocus SOUTHEAST ASIAN ONLINE LANDSCAPE © comScore, Inc. Proprietary. Online Audience in Southeast Asia High Growth in Developing Regions 18.0 16.1 16.0 14.0 Vietnam, the largest audience in the region, added 2 million internet users in the past year, a growth rate of 14% 14.1 13.6 12.4 12.0 The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March 2012. 11.8 11.8 10.0 8.9 9.5 Mar-12 Mar-13 7.4 8.0 6.1 6.0 4.0 3.3 3.4 2.0 Vietnam Indonesia © comScore, Inc. Malaysia Proprietary. Thailand Philippines Singapore Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 10 Engagement Across Southeast Asian Audiences Users in Thailand and Vietnam Spent the Most Time Online Average Time Spent Online (Hours) March 2013 Vietnam 26.2 Thailand 27.2 Singapore 16.6 Philippines 16.4 Malaysia 16.0 Indonesia 13.5 Axis Title © comScore, Inc. Proprietary. Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 11 Demographic Distribution of Southeast Asian Audiences Emerging Internet Markets in the Region Skew Very Young In Thailand and Vietnam, 74% of the audience is under 35 % of Online Population by Age Vietnam 42% Thailand Singapore 45% 24% 40% 26% 43% 15-24 © comScore, Inc. Proprietary. 35-44 8% 5% 7% 4% 17% 16% 22% 27% 25-34 14% 25% 31% 37% Indonesia 14% 29% 27% Philippines Malaysia 32% 19% 45-54 8% 9% 5% 10% 6% 8% 4% 55+ Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 12 Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand 30.0 25.0 28.3 27.7 24.2 22.2 20.0 18.2 14.5 15.0 16.5 16.0 16.4 15.2 13.5 13.6 10.0 5.0 0.0 Vietnam Thailand Singapore Philippines Under 35 © comScore, Inc. Proprietary. Malaysia Indonesia Over 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 13 #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR © comScore, Inc. Proprietary. Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month 100% 95% 90% 85% Non-PC Traffic: 15.4% 80% 75% Sep-12 Non-PC Traffic: 20.9% Oct-12 Nov-12 PC © comScore, Inc. Proprietary. Dec-12 Mobile Tablet Jan-13 Feb-13 Mar-13 Other Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13 15 Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services (Email, IM) Also Significant 100% Share of Total Minutes Spent Online 90% 80% 70% 14.5% Other 60% 13.2% 14.2% 17.3% 50% 19.3% 40% 13.2% 16.0% 16.1% Entertainment Services Social Networking 15.4% 17.7% 41.5% 20% 10% News/Information 19.5% 16.9% 21.9% 30% Retail 17.5% 19.7% 21.6% 25.4% 32.3% 30.8% 16.1% 0% Worldwide Vietnam Indonesia © comScore, Inc. Proprietary. Malaysia Thailand Philippines Singapore Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 16 Average Hours per Visitor Males in the Region Spend More Time Online than Women Differences in Usage Largest in Vietnam, Thailand, and Singapore 29.0 27.9 24.2 25.4 Males 18.5 17.1 14.8 15.6 16.8 15.1 Females 14.6 12.1 Vietnam Thailand Singapore Philippines Malaysia Indonesia 48% 44% Female Share of Internet Population 47% 49% © comScore, Inc. 51% Proprietary. 49% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 17 Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology (Highest) (Lowest) F-to-M Reach Index F-to-M Reach Index Fragrances/Cosmetics 168 Politics 78 Flowers/Gifts/Greetings 152 Technology - News 78 Lifestyles - Food 140 Automotive 77 Department Stores 137 Gaming Information 76 Jewelry/Accessories 137 Online Gambling 75 Teens 133 Sports 74 Family & Parenting 130 Online Trading 69 © comScore, Inc. Proprietary. Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 18 Device usage varies significantly by time of day PC’s take up work hours, while tablets rule evenings Tablets popular at night Share of Device Page Traffic on a Typical Workday PCs dominate working hours Mobiles brighten the commute © comScore, Inc. Proprietary. Source: comScore Device Essentials, July 2013, Singapore 19 #FutureinFocus SOCIAL NETWORKING © comScore, Inc. Proprietary.