20130912 taiwan digital landscape by l atelier

2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 1

TAIWAN DIGITAL LANDSCAPE

2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 22012, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 2

TABLE OF CONTENTS

PART I: 4INTERNET & MOBILE INTERNET USERS

PART II: SOCIAL MEDIA USERS

PART III: E-COMMERCE USERS

13

17

Part I:Internet & Mobile internet users


23,237,010 people

•17,530,000 internet users

•75.44% internet penetration

Source：TWNIC

INTERNET USERS

What many they are?


Who are they?INTERNET USERS

46%54%

21%

44%

35%Aged 12-19

Aged 20-29

Aged >30

Source：Digital Jungle


Where they go online?INTERNET USERS

Taiwan Top 10 Sites

Logo Name Type

Facebook Social media

Yahoo Portal

YouTube Video

Google TW Search engine

Wretch Social media

Eyny.com Social media

Gamer.com Social media

WindowsLive Social media

Ruten.com E-commerce

Udn.com News

Source: http://www.bnext.com.tw


What many they are?MOBILE USERS

3%

22%

75%

PHS2G 3G

Mobile phone subscriptions29.13 million

Mobile internet users

5.35million

Mobile internet penetration23.2%

Personal Handy-phone System*

Source： ecommerce.org.tw

* The Personal Handy-phone System (PHS), also marketed as the Personal Access System (PAS) and commercially branded as Xiaolingtong (Chinese: 小灵通) in Mainland China, is a mobile network system operating in the 1880–1930 MHz frequency band, used mainly in Japan, China, Taiwan, and some other Asian countries and regions.


What they buy?MOBILE USERS


1Q2011 2Q2011 3Q2011 4Q2011 1Q2012 2Q2012(f)

Feather Phone 1168 1064 989 783 704 572Smart Phone 784 806 934 1011 1234 1235Feather Phone Share 59.80% 56.90% 51.40% 43.60% 36.30% 31.30%Smart Phone Share 40.20% 43.10% 48.60% 56.40% 63.70% 68.70%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

0

500

1,000

1,500

2,000

2,500

Sales of Mobile Phone


How often they go online?INTERNET USERS

Source：TWNIC

38.44%

16.39%11.79%

5.10% 5.46% 5.31% 3.51%0.90%

12.01%

1.09%

62.33%

9.44%6.67%

2.36% 2.02% 1.25% 3.10% 1.26%

11.41%

0.16%

Everyday At least serveral times a week

At least once a week

At least once every two weeks

At least once a month

At least once three

months

At least once six months

As least once a year

Rarely used Others

Internet Users Mobile Internet Users


How long they spend for each time?INTERNET USERS

Source：TWNIC

8.07%9.38%

12.49%

18.29%

22.60%

8.74%

5.74%

3.53%2.23%

4.62% 4.31%

16.05% 16.47%

10.31%

20.99%

17.53%

4.09%

1.41% 1.52%2.46% 2.09%

7.08%

Less than 10 minutes

10-20 minutes

20-30 minutes

30-60 minutes

1-2 hours 2-3 hours 3-4 hours 4-5 hours 5-6 hours more than 6 hours

Uncertain

Internet Users Mobile Internet Users


What they do?INTERNET USERS

Source：TWNIC Relative Frequency

5.14

3.74

3.72

13.84

11.39

17.86

18.51

21.12

25.39

47.94

98.00

2.19

5.65

5.71

6.88

9.91

13.35

14.64

17.84

24.11

38.24

96.99

100 80 60 40 20 0 20 40 60 80 100

Reading

Online shopping

Online booking and ordering

Map and navigation

Online game

Chat

Uploade and download documents

Videos and musics

Email

Internet community

Information searching

Mobile Internet Users Internet Users

E-commerce


Part II:Social media users


Where are they?SOCIAL MEDIA USERS

Source：Alexa


Where are they?SOCIAL MEDIA USERS

Top 10 brands on Taiwan Facebook

7-ELEVEN

StarbucksTaiwan

7-ELEVEN Love the World

MUJI

McDonald's

Groupon Taiwan

Cathay Life Insurance

KKBOX

Cold Stone Creamery

Source： https://wiki.smu.edu.sg

An account to inform people ofenvironment protection and postevents and actions hold by 7-ELEVEN.This is a Japanese retail company

which sells a wide variety ofhousehold and consumer goods.

It’s a Taiwan based music site whereusers can listen and save the musiconline. At the same time, it finds theway to protect music copyright.


Some factsSOCIAL MEDIA USERS


63.1% Taiwanese maintain their own socialnetworking profiles and engage with variousforms of social media.

The higher educated they, the more likely theTaiwanese will interact with others online. Ingeneral, 78% of those who have completeda college education or higher haveparticipated in online communities.

More than 60% of those have higheducation actively look for answers and askquestions online.


Part III:E-commerce users


What they buy?E-COMMERCE USERS


Beauty and Personal Care

1%

Apparel36%

Consumer Electronics

24%

Consumer Appliances

6%

Furnitures and Homewares

3%

Media Products8%

Food and Drink1%

Others21%

E-commerce market size

€ 2.82 billion


E-COMMERCE USERS

Source： www.weste.net

Where are they?

Top 5 E-commerce Sites Type What it sell?

露天拍卖 Ruten.com C2C All kinds of goods

PChome Online B2C It mainly sells 3C products but also other kind goods

momo富邦购物 B2C All kinds of goods

博客来 Books.com B2C Mostly Books, magazines and CDs/DVDs. It also sells other goods

lativ B2C Clothing, shoes and accessories


Why they purchase online?E-COMMERCE USERS

0.2%

2.2%

8.8%

8.9%

11.4%

12.2%

12.4%

16.6%

17.9%

21.0%

35.3%

41.7%

47.0%

50.7%

57.6%

88.7%

Others

Recommend by relatives and friends

Easy to reture goods

Privilege of returing goods in 7 days

Uniqueness

No need to contact salesmen

Keep up with fashion

Various of payment

Privacy

Rarely to loss

Various of products

Discount offer

Easy to transport

Save time

Cheap

Convenient

Relative Frequency



What influence their purchasing decision?E-COMMERCE USERS

Relative Frequency0.8%

1.4%

1.5%

3.3%

6.5%

13.3%

13.7%

14.1%

16.2%

19.2%

20.8%

27.3%

51.0%

56.4%

62.9%

Ads on redio

Others

Product placement

Ads from text message

Activities on brand's apps

Ads on TV

Ads from emails

Recommendation form celebrities

Ads online

Ads on newspaper and magzines

Activities post on social networks brand page

Experience in the offline stores

Share on Bolg and social networks

Recommendation from friends

Share on discussion forums


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20130912 taiwan digital landscape by l atelier

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