social, digital and mobile in asia nov 2011 overview by wearesocial

ASIA�SOCIAL, DIGITAL�AND MOBILE IN�

DECEMBER 2011 �we are social�

we are social�

COUNTRIES COVERED IN THIS REPORT�

BANGLADESH �BRUNEI�BHUTAN�

CAMBODIA�CHINA�

HONG KONG �INDIA�

INDONESIA�

JAPAN�SOUTH KOREA�

LAOS�MACAU �

MALAYSIA�MALDIVES �MONGOLIA�MYANMAR �

NEPAL�PAKISTAN�

PHILIPPINES �SINGAPORE �SRI LANKA�

TAIWAN�THAILAND �VIETNAM �

we are social�

we are social

FOR MORE INFO ON THIS REPORT, PLEASE �CONTACT SIMON KEMP AT WE ARE SOCIAL:�

[email protected] �

@WEARESOCIALSG �

+65 9146 5356 �

DJESKI�

HTTP://WEARESOCIAL.SG �

mailto:[email protected]

http://wearesocial.sg

http://twitter.com/wearesocialsg

we are social�

THE REGIONAL PICTURE �ASIA-WIDE DATA AND STATISTICS �

we are social�

3,715,000,O00�CURRENT POPULATION OF ASIA: �

SOURCE: UN, JUNE 2011 �

we are social�

53%�OF THE TOTAL �

WORLD POPULATION�

ASIAN COUNTRIES �ACCOUNT FOR �

SOURCE: UN, JUNE 2011 �

we are social�

58%�OF ITS POPULATION�

LIVING IN RURAL AREAS �

ASIA’S POPULATION IS STILL �MOSTLY RURAL, WITH AROUND �

SOURCE: UN DATA, JUNE 2011 �

we are social�

25%�OF PEOPLE LIVING IN ASIA�ARE BELOW THE AGE OF 15 �

SOURCE: UN DATA, JUNE 2011 �

we are social�

74% �

THE REGIONAL ASIAN PICTURE �

750,463,600 �

2,767,417,932 �MOBILE SUBSCRIBERS�

909,180,759 �INTERNET USERS�

3,714,544,017 �ASIA’S TOTAL POPULATION�

INTERNET PENETRATION�

MOBILE PENETRATION�

75%�

24%�

USERS OF TOP SOCIAL NETWORKS� SOCIAL NETWORK PENETRATION�

URBAN�

42%� 58%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

20%�

we are social�

909,000,000 �INTERNET USERS ACROSS ASIA: �

SOURCE: INTERNETWORLDSTATS.COM, NOVEMBER 2011 �

we are social�

24%�INTERNET PENETRATION�

ACROSS ASIA IS ROUGHLY �

SOURCE: INTERNETWORLDSTATS.COM, NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011 �

we are social�

INTERNET PENETRATION BY ASIAN COUNTRY �

82%�79%� 78%�

72%�70%� 69%�

59%�

50%�

36%� 34%� 34%�32%�

27%�24%�

17% �12%� 11% �

9%� 8%� 8%� 8%�4%� 2%� 1%� 0%�

SOUT

H KO

REA�

BRUN

EI�

JAPA

N�

SINGA

PORE�

TAIW

AN�

HONG

KONG�

MALA

YSIA�

MACA

U�

CHIN

A�

VIETN

AM�

MALD

IVES�

PHILI

PPIN

ES�

THAIL

AND�

[AVE

RAGE

]�

INDO

NESIA�

MONG

OLIA�

PAKIS

TAN�

SRI L

ANKA�

LAOS�

INDI

A�

BHUT

AN�

NEPA

L�

CAMB

ODIA�

BANG

LADE

SH�

MYAN

MAR�


GLOBAL!

AVERAGE!

we are social�

44%�OF THE WORLD’S�INTERNET USERS �

PEOPLE IN ASIA�ACCOUNT FOR �


we are social�

16.5 HOURS�PER MONTH USING THE INTERNET�

WEB USERS IN ASIA SPEND AN AVERAGE OF�

SOURCE: COMSCORE, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

we are social�

$ �89%�OF INTERNET USERS IN ASIA INTEND TO MAKE �ONLINE PURCHASES IN THE NEXT 6 MONTHS �

SOURCE: NIELSEN, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

we are social�

$ �65%�OF INTERNET USERS IN ASIA USE �

ONLINE PRICE COMPARISON SERVICES�

SOURCE: MICROSOFT ADVERTISING / AEGIS MEDIA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

we are social�

750,000,000 �SOCIAL MEDIA USERS ACROSS ASIA:�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS FOR THE MOST POPULAR SOCIAL NETWORK IN EACH COUNTRY, NOVEMBER 2011 �

we are social�

GLOBAL!

AVERAGE!

SOCIAL NETWORKING PENETRATION BY ASIAN COUNTRY �

55%� 54%�52%� 51%�

42%� 41%� 40%�37%� 36%�

28%�

20%� 19% � 19% �17% �

9%� 8%� 8%�5%� 5%�

3%� 3%� 3%� 2%� 1%�

BRUN

EI�

HONG

KONG�

SOUT

H KO

REA�

SINGA

PORE�

TAIW

AN�

MALA

YSIA�

CHIN

A�

MACA

U�

MALD

IVES�

PHILI

PPIN

ES�

[AVE

RAGE

]�

JAPA

N�

THAIL

AND�

INDO

NESIA�

BHUT

AN�

MONG

OLIA�

VIETN

AM�

SRI L

ANKA�

NEPA

L�

INDI

A�

PAKIS

TAN�

CAMB

ODIA�

LAOS�

BANG

LADE

SH�

MYAN

MAR�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS FOR THE MOST POPULAR SOCIAL NETWORK IN EACH COUNTRY, NOVEMBER 2011 �

N/A�

we are social�

LARGEST SOCIAL NETWORKS IN ASIA�

SOURCE: LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �

SINA�WEIBO�

TENCENT�WEIBO�

FACEBOOK�

QZONE �

250 M �

172 M �

536 M �

310 M �

we are social�

3 TIMES �BIGGER THAN FACEBOOK�

ACROSS ASIA�

QZONE IS MORE THAN�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS �

we are social�

THE ‘MOST SOCIAL’ COUNTRIES IN THE WORLD ARE IN ASIA�

SOURCE: GLOBAL WEB INDEX, JUNE 2011 �

RUSSIA�MALAYSIA� BRAZIL �PHILIPPINES �

75 %�

INDONESIA�

75 %�68 %�

64 %� 64 %�

we are social�

81%�OF ASIA’S TOP BRANDS�

USE SOCIAL MEDIA�

SOURCE: BURSON MARSTELLER �

we are social�

2,767,417,932 �MOBILE SUBSCRIBERS ACROSS ASIA:�

SOURCE: LATEST CARRIER-REPORTED REGISTERED SUBSCRIBERS, AS CITED IN WIKIPEDIA, NOVEMBER 2011 �

we are social�

THREE QUARTERS�OF ASIA’S POPULATION HAS A MOBILE PHONE �

SOURCE: LATEST CARRIER-REPORTED REGISTERED SUBSCRIBERS, AS CITED IN WIKIPEDIA, NOVEMBER 2011; COMPARED TO UN DATA, JUNE 2011 �

we are social�

MOBILE SUBSCRIPTION PENETRATION BY ASIAN COUNTRY �

SOURCE: LATEST CARRIER-REPORTED RESITERED SUBSCRIBER NUMBERS AS CITED IN WIKIPEDIA, NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011 �

GLOBAL!

AVERAGE!

161% � 158% �151% � 147%� 144%�

113% � 110% � 109%� 108%� 107%�100%�

94%�89%� 88%� 87%�

76%� 75%� 71% � 68%�61% � 60%� 57%� 56%�

42%�

2%�

MACA

U�

HONG

KONG�

VIETN

AM�

MALD

IVES�

SINGA

PORE�

MALA

YSIA�

TAIW

AN�

SOUT

H KO

REA�

BRUN

EI�

THAIL

AND�

JAPA

N�

PHILI

PPIN

ES�

INDO

NESIA�

MONG

OLIA�

SRI L

ANKA�

CAMB

ODIA�

[ASIA

N AV

ERAG

E]�

INDI

A�

CHIN

A�

PAKIS

TAN�

LAOS�

BHUT

AN�

BANG

LADE

SH�

NEPA

L�

MYAN

MAR�

we are social�

55%�OF THE WORLD’S�

MOBILE SUBSCRIBERS�

PEOPLE IN ASIA�ACCOUNT FOR �

SOURCE: LATEST CARRIER-REPORTED REGISTERED SUBSCRIBERS, AS CITED IN WIKIPEDIA, NOVEMBER 2011 �

we are social�

623,000,000 �MOBILE INTERNET USERS ACROSS ASIA: �

SOURCE: EMARKETER, MAY 2011 �

we are social�

69%�OF ASIA’S INTERNET USERS �

ACCESS VIA MOBILE DEVICES�

SOURCE: NIELSEN�

we are social�

$!US$ 139 BILLION�

THE VALUE OF MOBILE COMMERCE IN�ASIA IN 2012 IS EXPECTED TO EXCEED �

SOURCE: ZDNET ASIA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

we are social�

COUNTRY BY COUNTRY �A CLOSER LOOK AT EACH ASIAN MARKET�

we are social�

BANGLADESH �

2,110,720 �

79,677,000 �MOBILE SUBSCRIBERS�


142,319,000 �TOTAL POPULATION� URBAN�



1 %�

56 %�

USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�

1 %�

1 %�1 %�

25%� 75%�

RURAL �


we are social�

BHUTAN�

62,680 �

400,183 �MOBILE SUBSCRIBERS�

53,280 �INTERNET USERS�

708,265 �TOTAL POPULATION�



8 %�

57 %�


8 %�

9 %�

URBAN�

33%� 67%�

RURAL �


we are social�

BRUNEI DARUSSALAM �

224,240 �



406,000�TOTAL POPULATION�



79 %�

55 %�


100+ %�

URBAN�

72%� 28%�

RURAL �


we are social�

CAMBODIA�

412,360 �



13,395,682 �TOTAL POPULATION�



2 %�

3 %�

76 %�


2 %�

3 %�

URBAN�

20%� 80%�

RURAL �


we are social�

CHINA�

536,000,000�



1,339,724,852�TOTAL POPULATION�



67%�

40%�

36%�


URBAN�

50%� 50%�

RURAL �


we are social�

HONG KONG �

3,828,000 �






69 %�

54 %�


100+ %�

URBAN�

100%�


we are social�

INDIA�

38,045,000 �



1,210,193,422 �TOTAL POPULATION�



8 %�

3 %�

71 %�


8 %�

3 %�

URBAN�

29%� 71% �

RURAL �


we are social�

INDONESIA�

40,829,720 �






89 %�


17 %�

17 %�

URBAN�

43%� 57%�

RURAL �


we are social�

JAPAN�

24,700,000 �






78 %�

100 %�


19 %�

URBAN�

86%�

RURAL �

14%�


we are social�

LAOS�

109,180 �






8 %�

2 %�

60%�


8 %�

2 %�

URBAN�

27%� 73%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; LAOS NATIONAL AUTHORITY OF POST AND TELECOMS, NOVEMBER 2010 �

we are social�

MACAU �

208,580 �






50 %�

37 %�


100+ %�

URBAN�

100%�


we are social�

MALAYSIA�

11,816,200 �






59 %�

41 %�


100+ %�

URBAN�

64%� 36%�

RURAL �


we are social�

MALDIVES �

114,320�






34 %�

36 %�


100+ %�

URBAN�

35%� 65%�

RURAL �


we are social�

MONGOLIA�

236,520 �






8 %�

88 %�


12 %�

8 %�

URBAN�

61% � 39%�

RURAL �


we are social�

MYANMAR (BURMA) �

N/A�






0.23 %�

N/A�

2 %�


0.23 %�

2 %�

URBAN�

31%� 69%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �THERE ARE NO OFFICIAL REPORTS OF SOCIAL MEDIA USER NUMBERS FOR MYANMAR; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

we are social�

NEPAL�

1,296,600 �






4 %�

5 %�

42!%�


4 %�

5 %�

URBAN�

17% � 83%�

RURAL �


we are social�

PAKISTAN�

5,506,740 �






3 %�

61 %�


12 %�

3 %�

URBAN�

35%� 65%�

RURAL �


we are social�

THE PHILIPPINES�

26,752,000 �






32 %�

28 %�

94 %�


URBAN�

63%� 37%�

RURAL �


we are social�

SINGAPORE �

2,602,920 �






72 %�

51 %�


100+ %�

URBAN�

100%�


we are social�

SOUTH KOREA�

25,000,000 �






82 %�

52 %�


100+ %�

URBAN�

82%� 18%�

RURAL �


we are social�

SRI LANKA�

1,126,020 �






5 %�

87 %�


9 %�

5 %�

URBAN�

85%�

RURAL �

15% �


we are social�

TAIWAN�

11,163,900 �






70 %�

48 %�


100+ %�

URBAN�

78%� 22%�

RURAL �


we are social�

THAILAND �

12,881,800 �






27 %�

100+ %�


19 %�

URBAN�

31%� 69%�

RURAL �


we are social�

VIETNAM �

6,800,000 �USERS ON TOP SOCIAL NETWORK�





SOCIAL NETWORK PENETRATION�


34 %�

8 %�8 %�

100+ %�

URBAN�

30%� 70%�

RURAL �


we are social�

MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �



we are social�

SIMON KEMP �MANAGING DIRECTOR �

@ESKIMON�[email protected] �

HTTP://WEARESOCIAL.SG �

LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�[email protected] �HTTP://WEARESOCIAL.SG �

http://www.linkedin.com/in/eskimon

http://www.linkedin.com/in/caiyulam

http://twitter.com/eskimon

http://twitter.com/hicais





social, digital and mobile in asia nov 2011 overview by wearesocial

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