20130912 taiwan digital landscape by l atelier
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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
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23,237,010 people
•17,530,000 internet users
•75.44% internet penetration
Source:TWNIC
INTERNET USERS
What many they are?
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Who are they?INTERNET USERS
46%54%
21%
44%
35%Aged 12-19
Aged 20-29
Aged >30
Source:Digital Jungle
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 6
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 7
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.
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What they buy?MOBILE USERS
Source: ecommerce.org.tw
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
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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
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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
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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
Internet community
Information searching
Mobile Internet Users Internet Users
E-commerce
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Part II:Social media users
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Where are they?SOCIAL MEDIA USERS
Source:Alexa
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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.
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Some factsSOCIAL MEDIA USERS
Source: https://wiki.smu.edu.sg
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.
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Part III:E-commerce users
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What they buy?E-COMMERCE USERS
Source: https://wiki.smu.edu.sg
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
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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
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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
Source: ecommerce.org.tw
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 20
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
Source: ecommerce.org.tw
L’Atelier Management Consulting (Shanghai) Ltd.Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | ChinaT 86 21 62 81 85 33 | www.atelier.net
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