digital trend 2015

Trend 2015

MEETTODAY’SDIGITALCONSUMERToday’s consumer is moreconnected than ever, withmore access to and deeperengagement with contentand brands, thanks to theproliferation of digitaldevices and platforms.

WHAT’S POWERINGTHE NEW DIGITAL REALITY?

DEVICE OWNERSHIP = EMPOWERMENT

To put it simply, today’s consumer has alot of digital devices.In addition to more devices, consumersnow have more choices for how andwhen they access content.

the ownership of mobile devices isrevolutionizing the consumer shoppingexperience. Increasingly, consumers arerelying on mobile devices to researchpotential purchases and compare pricesfor goods and services.

Source : Nielsen Q2 - 2014

WHAT’S POWERINGTHE NEW DIGITAL REALITY?

THE DIGITAL LIVING ROOM

The rapid adoption of a second screen hastransformed the traditional TV viewingexperience.

ALL SOCIAL, ALL THE TIME

Social media usage is now standard practice inour daily lives. Almost two-thirds (64%) ofoverall social media users say they use socialmedia sites at least once a day via theircomputer, and almost half (47%) ofsmartphone owners visit social networksevery day.


A LOOK AT THEMEDIA UNIVERSEAPAC on average own four digital devices and ownership of many digital, mobile and connected devices has reached critical mass.

As a result of the explosion in digital and mobile device ownership,APAC consumers are connected with screens throughout the day andengage with media content for more than 60 hours per week.


Source : Adobe 2014

Source : AIMIA Inc, APAC Region

One billion Internet users in APAC

– Of which 623 million access via mobile

– More than half are in China

APAC = Asia PacificData : Asia Digital Marketing Association 2013

Remarkable diversity

Depending on location, income, age, availability

of broadband, use of a smartphone etc., one

user’s experience can be vastly different from

another’s.

Spread across more than 14 countries, with a

wide range of

Languages

Cultures

Online habits

Data : Asia Digital Marketing Association 2013

Top 4 Reasons APAC users go online

– Stay up to date on news & events

– Stay in touch with friends

– Research products to buy

– Research for work


530

67

2015

2010

Exploding Information In APAC*In Thousand Petabytes

If the average MP3 encoding for mobile is around 1MB per minute, and the average song

lasts about four minutes, then a PETABYTE of songs would last over 2,000 years playing

continuously


• By 2015, APAC users will be generating

530,000 petabytes of information a year.

From 67,000 in 2010

• Equivalent to every person on Earth

exchanging about 50 newspapers’ worth of

information every day.

Factors:

• Dropping costs of storage, new business

models

• Online audiences and media becoming

increasingly specialized and focused &

growing in scale.


• Online ad spend in APAC reached US$24.8

billion in 2011 Making it the region 2nd only

to US (US$34.5 billion)

• By 2015, APAC is expected to account

for 1/3 of all global mobile ad spend,

reaching US$6.92 billion

• India, China, Australia & Japan are

expected to generate US$258 billion in

commercial sales in 2012

• Mobile commerce is on the rise – 34% of

mobile internet users in China & Korea

transact via handheld devices

• Mobile app downloads reached 5 billion in

2013, generating US$871 million

24.826.7

34.537.2

2012 2013

APAC US

In Billion US$Data : Asia Digital Marketing Association 2013

What's Hot

Spending Time On Internet +45%

Listening To Music +40%

Using Mobile Phones +34%

Sending E-Mails +26%

Chatting +22%

Social Networks +11%

Spending Money On Music -11%

Watching TV -22%

Playing Games Console -24%

Hot

Not

How APAC Youth Spending Time

Data : Microsoft - 2013

Data : Microsoft - 2013

41.2% 58.8%

Education

Schooling until 16 2.04%

Schooling until 18 14%

Trade / Technical School or College 26.9%

University 46.6%

Post Graduate 10.3%

Work Sector

Financial 4.24%

Retail 5.1%

Professional 4.8%

Health 3.44%

Manufacturing / Engineering / Construction 15.8%

Education 4.36%

Government 3.5%

Police / Armed Forces 0.34%

Agriculture / Mining 1.08%

IT / Internet / Software / Computer Services 12.87%

Transport / Logistics / Distribution 4.2%

Travel / Tourism / Leisure Services 1.7%

Advertising / Marketing / Media 1.45%

Other 14.73%


14.3hrsOnline/month

14.7hrsOnline/month

38%Of the time

Engaging in online

discussions


63% 43% 42% 39%

Most confident in

branded websitesMost confident in

search engine ads

Most confident in

online video adsMost confident in

online banner ads

Before making a purchase online, 60% of APAC consumers will turn to

online product reviews first :

– 81% of Vietnamese online purchasers

– 77% of Chinese online purchasers

– 69% of Thai online purchasers

• India and China will lead APAC’s e-commerce growth over the next

few years

• APAC’s e-commerce powerhouses: India, Australia, Japan and

China, are expected to generate > US $317 billion in e-commerce

sales in 2015

Purchase % of Users

Desktop computer 6.28

Portable Media Player 4.46

Mobile Phone 16.01

Flat screen TV 4.28

Games console 3.47

DVD Player 2.90

Satellite/Cable TV 3.49

Broadband/Hi-Speed Internet 9.97

White goods (Fridge, washing machine) 4.54

Automobile 1.92

Motorcycle 1.44

Furniture/Home Equipment 5.88

Holiday (Domestic) 11.10

Holiday (Abroad) 3.75

Laptop (Bigger than 10 inch screen) 4.91

Netbook 2.72

Blue Ray Player 1.99

E-book/E-reader 2.65

Beer 14.69

Wine/Spirits 9.12

Sports equipment 5.40

Clothes 39.05

Shoes 29.21

Travel (Plane,tickets,hotel) 14.88

Music 12.47

Films 15.09

Books 26.27

Financial product (Insurance) 7.03

Personal items (Watches,handbags) 15.94

Healthcare and pharmaceutical products 11.67

A gift for someone 18.79

Tablet device (iPad etc.) 4.29

Others 16.93

Top Purchases

• Electronic goods

• Clothes

• Shoes

• Books

Countries with the highest mobile broadband penetration:

– Korea (91%)

– Japan (88%)

• Predicted to increase in India, China and Indonesia,

pushing penetration rates for APAC to 109% in 2017

• APAC users are generally more savvy and open to e-

commerce than their US & Europe counterparts

ASIA PACIFIC'S MOBILE SHOPPERS

% Of Mobile Users Who Ordered Products Or Services Via Mobile

AGE

25 to 34 15.00

35 to 44 14.49

45 to 54 11.46

55 to 64 9.01

JOB TITLE

Top Management 16.65

Non Top Management 15.78

MONTHLY HOUSEHOLD INCOME

US$ <2000 6.49

US$ 2000 to <4000 9.10

US$ 4000 to <6000 12.32

US$ 6000 to <8000 15.37

US$ 8000 + 21.35

MONTHLY PERSONAL INCOME

Below US$ 1000 8.24

US$ 1000 to <2000 16.14

US$ 2000 to <3000 14.66

US$ 3000 to <6000 16.38

US$ 6000 + 23.59

Source: Synovate Pax, Q3 2011 - Q4 2012

1. MOBILE DEVICE & TABLETS

Don’t think people will read a book on a phone and tablets? You’re wrong!

Recent studies have shown over 62% of people have done so, or would be willing to do so.

2. SUBSCRIBE! (Content Rent)

We rent homes, cars, offices, furniture, equipment, servers and domains. Why not rent your

content?

3. CREATIVITY CRAZY

Audiences of today and the future want information that isn’t dry and boring but in a form that

stimulates, educates, inspires and educates. Their standards are getting higher – good

information isn’t enough – you have to stand out.

4. VISUAL ORGASM

The use of images has skyrocketed as a key component to digital content creation.

Digital video is now used as a first choice for many digital publishers who may have opted to write articles

in the past.

Consumers are becoming conditioned to respond first to visual stimuli in order to commit to

consuming digital content.

Three shifts taking place that will increase the need for visual marketing:

• Itty-bitty screen sizes on mobile phones and tablets means you have to

grab their attention instantly and cut through the information clutter.

• High quality and attractive graphic design is becoming available to

everyone not just designers.

• Information overload – there is so much to choose from that readers will be

looking for ways to filter the information and those that provide it in

visually compelling and easy to read graphics WILL WIN the attention.

Why Digital Publication ?

• Building Digital Magazines & eBooks in All Formats

• Publish to Apps Stores

• Download for Offline Viewing

• Gain exposure via Social Sharing

• Tracking Performance

• No Printing Cost

• Apple Apps Store hit 1,21 million apps in Dec 2014• Google Play Store hit 1,7 million apps in Dec 2014• On average there are 25.000 – 30.000 apps added every month• Games is the leading category with 18% of total apps, followed

by other top apps such as education 11%, entertainment 8%, lifestyle 8%, business 7,7%, and books 5.6%

• 60% of the apps are free, but they can cost 1000$

Obviously we cannot download all of those apps.

• ¼ of those apps only used once• 1/5 of all FREE Android apps currently available have been downloaded

less than 100 times• ½ of all FREE Android apps have been downloaded less than 1000 times

Device Shipments by Operating System

Source : Google trends

10 tren pengguna perangkat mobile di tahun 2015:

1. Penggunaan mobile cloud, pertumbuhan tablet dan smartphone akan mentransformasikan

kegiatan perkotaan dalam berbentuk belanja online, informasi lalu-lintas maupun restoran,

bahkan monitoring anak.

2. Penggunaan password yang menggunakan bagian tubuh pada perangkat mobile.

3. Penggunaan perangkat "wearable" sebagai penunjang aktivitas sehari-hari seperti saat

berolah raga, komunikasi, bahkan pengantar tidur.

4. Kebutuhan Internet di mana saja dengan kulitas broadband.

5. Smartphone dan tablet akan mengurangi kesenjangan digital dalam melakukan akses

Internet. Baik dalam melakukan transaksi banking maupun ngobrol. Dengan perangkat

mobile pengguna tidak perlu menggunakan PC untuk mengenal Internet.

6. 93% informasi data pribadi dalam dunia maya akan meningkat. Untuk itu, perlu ada

pengetahuan mengenai keamanan bagi pengguna ponsel.

7. Video akan semakin banyak dibagikan dalam komunitas dan media sosial.

8. Pengguna akan semakin membutuhkan kecepatan akses data.

9. Sensor akan menjadi bagian dari penggunaan Internet dan perangkat mobile sehari-hari,

baik di rumah sakit, sarana transportasi, bahkan pintu gerbang.

10.TV streaming dan video on demand menjadi kebutuhan baik di rumah, restoran, maupun

sekolah. Konten-konten video akan banyak diunduh pengguna perangkat mobile.

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digital trend 2015

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