we are social’s guide to social, digital and mobile in asia (2nd edition, oct 2012)

we are social�

ASIA�SOCIAL, DIGITAL �AND MOBILE IN�

OCTOBER 2012 �

http://wearesocial.sg/

http://wearesocial.sg/blog/tag/sdmw/

COUNTRIES COVERED IN THIS REPORT�BANGLADESH �

BHUTAN�BRUNEI�

CAMBODIA�CHINA�

HONG KONG �INDIA�

INDONESIA�

JAPAN�LAOS �

MACAU �MALAYSIA�MALDIVES �MONGOLIA�MYANMAR �

NEPAL�

PAKISTAN�PHILIPPINES �

SOUTH KOREA�SINGAPORE �SRI LANKA�

TAIWAN�THAILAND �VIETNAM �

2 �

FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �

CONTACT SIMON KEMP AT WE ARE SOCIAL:�

[email protected] �

@WEARESOCIALSG �

+65 9146 5356 �

WEARESOCIAL.SG �

3 �

http://wearesocial.sg

http://wearesocial.sg/blog/tag/sdmw/

http://twitter.com/eskimon

mailto:[email protected]

http://twitter.com/wearesocialsg


THE REGIONAL PICTURE �ASIA-WIDE DATA AND STATISTICS�

3,784,644,000 �CURRENT POPULATION OF ASIA: �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) � 5 �

12 TIMES�LARGER THAN THE TOTAL �POPULATION OF THE USA�

THAT’S MORE THAN�

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU� 6 �

54%�OF THE WORLD’S �

POPULATION LIVES IN ASIA�

7 �SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) �

57%�OF ASIA’S POPULATION�LIVES IN RURAL AREAS �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) � 8 �

63%�OF THE WORLD’S RURAL �

POPULATION LIVES IN ASIA�

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) � 9 �

UNDER 30 �

MORE THAN HALF OF�ASIA’S POPULATION IS�

SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011) � 10 �

29.55 �

MEDIAN AGE OF�PEOPLE IN ASIA: �

SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011) � 11 �

26%�OF ASIA’S POPULATION�

IS BELOW THE AGE OF 15 �

SOURCE: BASED ON DATA FROM THE UN AND THE US CENSUS BUREAU� 12�

3,784,644,000�

1,033,688,491 �

811,641,680 �

3,110,235,171 �

TOTAL POPULATION�

INTERNET USERS�

USERS ON TOP SOCIAL NETWORKS�

MOBILE SUBSCRIBERS�

ASIA REGIONAL OVERVIEW�OCT�2012 �

URBAN�

INTERNET PENETRATION�

SOCIAL NETWORKING PENETRATION�

MOBILE PENETRATION�

RURAL �

43%�

27%�

21%�

82%�

57%�

COMPILED BY @WEARESOCIALSG. FOR MORE ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE: WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON THE US CENSUS BUREAU (ACCESSED SEP 2012); URBANISATION: UN

(2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT; SOCIAL NETWORKS: SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY

(LATEST AVAILABLE DATA, SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (2012), ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT� 13�

1,033,688,491 �INTERNET USERS IN ASIA: �

SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF�

COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE � 14�

COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY �

OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE �

INTERNET PENETRATION�OCT�2012 �

15 �

GLOBAL �AVERAGE �

83%�79%� 78%�

75%�

69%� 68%�

61% �

53%�

40%�36%� 34%� 32%�

29%� 27%�22%�

19% � 17% � 16% � 15% �12%� 11% � 10%� 8%�

3%� 1%�

S KOR

EA�

JAPA

N�

BRUN

EI�

SINGA

PORE�

TAIW

AN�

HONG

KONG�

MALA

YSIA�

MACA

O�

CHIN

A�

THAIL

AND�

VIETN

AM�

PHILI

PPIN

ES�

MALD

IVES�

ASIA�

INDO

NESIA�

BHUT

AN�

NEPA

L�

CAMB

ODIA�

PAKIS

TAN�

SRI L

ANKA�

MONG

OLIA�

INDI

A�

LAOS�

BANG

LADE

SH�

MYAN

MAR�

32%�

61% �

75%�

36%�10%�

40%�

34%�

79%�

69%�

83%�

68%�

12%�

3%�

15% �

22%�

29%�

THAILAND �

MALAYSIA�

INDONESIA�

SINGAPORE �

PHILIPPINES �

JAPAN�SOUTH KOREA�

TAIWAN�INDIA�

CHINA�

HONG KONG �

SRI LANKA�

BANGLADESH �

PAKISTAN�

MALDIVES �

VIETNAM �



INTERNET PENETRATION�OCT�2012 �

16 �



INTERNET USERS (MILLIONS) �OCT�2012 �

17 �

538.0

�

121.0�

101.2�

55.0�

40.3�

33.6�

30.9�

29.1�

24.0�

17.7�

16.1�

5.5�

5.0�

4.9�

4.0�

2.5�

2.5�

0.5�

0.5�

0.4�

0.3�

0.3�

0.1�

0.1�

CHIN

A�

INDI

A�

JAPA

N�

INDO

NESIA�

S KOR

EA�

PHILI

PPIN

ES�

VIETN

AM�

PAKIS

TAN�

THAIL

AND�

MALA

YSIA�

TAIW

AN�

BANG

LADE

SH�

NEPA

L�

HONG

KONG�

SINGA

PORE�

SRI L

ANKA�

CAMB

ODIA�

LAOS�

MYAN

MAR�

MONG

OLIA�

BRUN

EI�

MACA

O�

BHUT

AN�

MALD

IVES�

GLOBAL TOTAL:�2,294 MILLION�

ASIA TOTAL:�1,034 MILLION�

34M �

18M �

4M �

24M �121M �

538M �

31M �

101M�

16M �

40M �

4.9M �

2.5M �

5.5M �

29M �

55M �

0.1M �

THAILAND �

MALAYSIA�

INDONESIA�

SINGAPORE �

PHILIPPINES �


TAIWAN�INDIA�

CHINA�

HONG KONG �

SRI LANKA�

BANGLADESH �

PAKISTAN�

MALDIVES �

VIETNAM �



INTERNET USERS�OCT�2012 �

18�

45%�OF THE WORLD’S INTERNET�

USERS LIVE IN ASIA�


COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE � 19 �

NEW INTERNET USERS IN ASIA IN 2012:�

102,000,000 �



THAT’S EQUIVALENT TO THE POPULATION OF THE PHILIPPINES�

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU� 21�

(! )!

11,350,000 �

NEW INTERNET USERS�IN ASIA EVERY MONTH:�

�



THAT’S EQUIVALENT TO ADDING THE ENTIRE POPULATION OF

BELGIUM EVERY FOUR WEEKS�


(! )!

14%�

GROWTH IN INTERNET�USERS IN ASIA IN 2012:�

�


COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE � 24�

SOURCE: COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 � 25 �

AVERAGE TIME INTERNET USERS IN�ASIA SPEND ONLINE EACH MONTH: �

14.7 �HOURS!

14.3 �HOURS!

VS�

1,700,000 YEARS�SPENT ON THE INTERNET EACH MONTH IN ASIA�

COMBINED, THAT ADDS UP TO MORE THAN�

SOURCE: BASED ON COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 � 26 �

SOURCE: AKAMAI TECHNOLOGIES, STATE OF THE INTERNET REPORT Q1 2012 �

AVERAGE CONNECTION SPEED (MBPS) �Q1 �2012 �

27�

SOUTH KOREA�

JAPAN�

HONG KONG �

SINGAPORE �

TAIWAN�

THAILAND �

MALAYSIA�

CHINA�

PHILIPPINES �

INDIA�

15.7 �

10.9 �

9.3 �

5.3 �

3.9 �

3.3 �

2.0 �

1.5 �

1.2 �

1.0 �

2.6 �GLOBAL AVERAGE �

69%�OF ASIA’S NETIZENS �

WATCH ONLINE VIDEO �

SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 � 28 �

45,000,000,000 �ONLINE VIDEOS IN�JUNE 2012 ALONE �

INTERNET USERS IN�ASIA WATCHED ALMOST�

SOURCE: COMSCORE VIDEO METRIX (AUG 2012) � 29 �

14,200 YEARS �WATCHING ONLINE VIDEOS IN JUST ONE MONTH �

IF THEY WATCHED JUST 10 SECONDS OF EACH �VIDEO, THAT WOULD ADD UP TO MORE THAN�

SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012) � 30 �

SOURCE: COMSCORE VIDEO METRIX (AUG 2012). FIGURES REPRESENT THE NUMBER OF VIDEOS WATCHED PER INTERNET USER IN JUNE 2012 �

ONLINE VIDEOS WATCHED PER NETIZEN�JUN�2012 �

31�

JAPAN�

HONG KONG �

GLOBAL AVERAGE �

SINGAPORE �

VIETNAM �

TAIWAN�

CHINA�

INDIA�

PHILIPPINES �

INDONESIA�

243�

181�

159 �

158 �

137 �

102 �

78 �

77 �

69 �

54 �

95 �MALAYSIA�

61% �OF INTERNET USERS IN�

ASIA PLAY ONLINE GAMES �

SOURCE: COMSCORE MEDIA MATRIX, AS CITED IN THE ADMA YEARBOOK 2012 � 32 �

64%�OF INTERNET USERS IN ASIA HAVE �PURCHASED A PRODUCT ONLINE �

SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 � 33 �

31%�OF GLOBAL �

E-COMMERCE REVENUES �

COUNTRIES IN ASIA-�PACIFIC ACCOUNT FOR �

SOURCE: EMARKETER (AUG 2012) � 34 �

811,641,680 �SOCIAL NETWORK USERS IN ASIA: �

SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012) � 35 �

50%�OF ALL THE WORLD’S �SOCIAL MEDIA USERS �

ASIA IS HOME TO �

SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012) � 36 �

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE �

LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012) �

SOCIAL MEDIA PENETRATION�OCT�2012 �

37�

62%�

56%� 56%�54%� 53%�

45%�

41%�

36%�34%�

29%�

25%�23%�

21%�18%�

14%�11% �

9%�7%� 6%� 5%� 4%� 4%� 3%� 2%�

N/A�

BRUN

EI�

HONG

KONG�

TAIW

AN�

SINGA

PORE�

S KOR

EA�

MALA

YSIA�

CHIN

A�

MACA

O�

MALD

IVES�

PHILI

PPIN

ES�

THAIL

AND�

JAPA

N�

ASIA�

INDO

NESIA�

MONG

OLIA�

BHUT

AN�

VIETN

AM�

SRI L

ANKA�

NEPA

L�

INDI

A�

CAMB

ODIA�

PAKIS

TAN�

LAOS�

BANG

LADE

SH�

MYAN

MAR�


29%�

45%�

54%�

25%�5%�

41%�

9%�

23%�

56%�

53%�

56%�

7%�

2%�

4%�

18%�

34%�

THAILAND:�FACEBOOK�

MALAYSIA:�FACEBOOK�

INDONESIA:�FACEBOOK�

SINGAPORE:�FACEBOOK�

PHILIPPINES:�FACEBOOK�

JAPAN: �TWITTER �

SOUTH KOREA:�CYWORLD �

TAIWAN: �FACEBOOK�

INDIA:�FACEBOOK�

CHINA: �QZONE �

HONG KONG:�FACEBOOK�

SRI LANKA:�FACEBOOK�

BANGLADESH:�FACEBOOK�

PAKISTAN: �FACEBOOK�



SOCIAL NETWORK PENETRATION�OCT�2012 �

FACEBOOK�OTHER PLATFORM �

38 �

MALDIVES:�FACEBOOK�

VIETNAM: �ZING �



SOCIAL NETWORK USERS (MILLIONS) �OCT�2012 �

39 �

552.0

�

56.7�

43.8�

29.9�

29.9�

26.0�

16.8�

13.1�

12.9� 8.2

�

7.2�

4.0�

3.0�

2.9�

1.8�

1.4�

0.7�

0.4�

0.3�

0.2�

0.2�

0.1�

0.1�

N/A�

CHIN

A�

INDI

A�

INDO

NESIA�

JAPA

N�

PHILI

PPIN

ES�

S KOR

EA�

THAIL

AND�

MALA

YSIA�

TAIW

AN�

VIETN

AM�

PAKIS

TAN�

HONG

KONG�

BANG

LADE

SH�

SINGA

PORE�

NEPA

L�

SRI L

ANKA�

CAMB

ODIA�

MONG

OLIA�

BRUN

EI�

LAOS�

MACA

O�

MALD

IVES�

BHUT

AN�

MYAN

MAR�


ASIA TOTAL:�812 MILLION�

29M �

13M�

2.9M �

16M �55M �

552M �

8.2M �

30M �

13M�

26M �

4.0M �

1.4M �

3.0M �

7.2M �

44M�

0.1M �

THAILAND:�FACEBOOK�

MALAYSIA:�FACEBOOK�

INDONESIA:�FACEBOOK�

SINGAPORE:�FACEBOOK�

PHILIPPINES:�FACEBOOK�

JAPAN: �TWITTER �

SOUTH KOREA:�CYWORLD �

TAIWAN: �FACEBOOK�

INDIA:�FACEBOOK�

CHINA: �QZONE �

HONG KONG:�FACEBOOK�

SRI LANKA:�FACEBOOK�

BANGLADESH:�FACEBOOK�

PAKISTAN: �FACEBOOK�



SOCIAL NETWORK USERS�OCT�2012 �

FACEBOOK�OTHER PLATFORM �

40 �

MALDIVES:�FACEBOOK�

VIETNAM: �ZING �

INTERNET USERS WITH A SOCIAL MEDIA ACCOUNT INTERNET USERS WHO HAVE UPDATED THEIR SOCIAL MEDIA ACCOUNT IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) �

SOCIAL MEDIA USERS: ACTIVE vs. TOTAL �SEP �2012 �

41 �

99%� 97%� 98%� 98%� 96%� 95%� 96%� 97%�91%� 92%�

78%�

65%�

88%� 88%�82%� 80%� 79%� 77% � 75%�

72%�

63%� 63%�

50%�43%�

INDO

NESIA�

CHIN

A�

PHILI

PPIN

ES�

MALA

YSIA�

THAIL

AND�

VIETN

AM�

TAIW

AN�

INDI

A�

SINGA

PORE�

HONG

KONG�

S KOR

EA�

JAPA

N�

SOURCES: TENCENT, SINA, FACEBOOK, TECHINASIA; FIGURES FOR SOME NETWORKS REPRESENT TOTAL REGISTERED USERS, AND MAY NOT BE INDICATIVE OF ACTIVE USER NUMBERS �

TOP SOCIAL NETWORKS IN ASIA (USERS) �OCT�2012 �

42 �

552 M �

337 M �

324 M �

229 M �

QZONE �

TENCENT WEIBO�

SINA WEIBO�

FACEBOOK�

147 M �RENREN�

ASIA IS HOME TO MORE �FACEBOOK USERS THAN�ANY OTHER CONTINENT�

SOURCE: SOCIALBAKERS (SEP 2012) � 43 �

229,000,000 �FACEBOOK USERS IN ASIA: �

SOURCE: FACEBOOK (OCT 2012) � 44�

SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) �

FACEBOOK’S DEMOGRAPHICS IN ASIA�OCT�2012 �

45 �

18-24:�41%�

13-17:�16%�

25-34:�27%�

35--44:�10%�

45-54:�4%�

55-64:�1%�

65+:�1%�

MALE:�58%�

FEMALE:�42%�

10,000,000 �

NEW FACEBOOK USERS�IN ASIA EVERY MONTH:�

SOURCE: BASED ON DATA FROM SOCIALBAKERS (SEP 2012) � 46 �

THAT’S ABOUT THE SAME AS ADDING THE POPULATION OF SWEDEN EVERY FOUR WEEKS �


(! )!

HOWEVER, FACEBOOK’S�PENETRATION IN ASIA IS ONLY �

6%�

SOURCE: BASED ON DATA FROM FACEBOOK (2012) AND THE US CENSUS BUREAU (2012) � 48 �

INTERNET USERS WHO HAVE USED FACEBOOK IN THE PAST MONTH INTERNET USERS WHO HAVE USED TWITTER IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) �

FACEBOOK vs. TWITTER IN ASIA�SEP �2012 �

49 �

80%�77% �

72%�69%�

67%�

61% �59%� 58%� 57%�

32%�

22%�

41%�

35%�

25%�

9%�

20%�

27%�

6%�

29%�

16% �

21%�

26%�

INDONESIA� PHILIPPINES � MALAYSIA� VIETNAM � TAIWAN� THAILAND � HONG KONG � INDIA� SINGAPORE � S KOREA� JAPAN�

38%�OF THEIR TIME ONLINE �

ENGAGING IN ONLINE DISCUSSIONS�

ASIA’S FEMALE NETIZENS SPEND �

SOURCE: TNS, AS CITED IN THE AMDA YEARBOOK 2012 � 50 �

60%�OF INTERNET USERS IN ASIA USE SOCIAL �MEDIA TO INFORM PURCHASE DECISIONS �

SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012 � 51�

28%�OF INTERNET USERS IN ASIA WOULD BUY A BRAND

BECAUSE A FRIEND ‘LIKES’ IT ON SOCIAL NETWORKS�

SOURCE: IPSOS VIA EMARKETER (JUL 2012) � 52 �

DOUBLE �THE FIGURE FOR INTERNET�USERS IN NORTH AMERICA�

THAT’S ALMOST�

SOURCE: IPSOS VIA EMARKETER (JUL 2012) � 53 �

81%�OF ASIA’S TOP BRANDS �

USE SOCIAL MEDIA�

SOURCE: BURSON MARSTELLER � 54 �

SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) �

SOCIAL MEDIA USE BY ASIAN COMPANIES�JUN�2012 �

55 �

FACEBOOK�

TWITTER �

YOUTUBE �

LINKEDIN �

BLOGS �

PINTEREST�

GOOGLE+ �

89%�

66%�

64%�

40%�

39%�

21%�

13%�

47%�OTHERS �

75%�OF BRANDS IN ASIA RAN SOCIAL MEDIA �MARKETING ACTIVITY IN THE PAST YEAR �

SOURCE: BUDDY MEDIA (JUN 2012) � 56 �


COMPANY OBJECTIVES OF SOCIAL MEDIA�JUN�2012 �

57�

CONTENT REACH �& AWARENESS�

INCREASE TRAFFIC TO WEBSITE �

BETTER CONSUMER INSIGHTS �

MORE EFFICIENT MARKETING �

SALES & LEAD GENERATION�

CUSTOMER SERVICE EFFICIENCIES �

80%�

64%�

62%�

46%�

44%�

42%�

88%�

33%� 30%�

18%� 6%� 3%�


WHERE SOCIAL SITS IN BUSINESS IN ASIA�JUN�2012 �

58 �

MARKETING � CORPORATE �COMMS �

PUBLIC �RELATIONS�

CUSTOMER �SERVICE �

HUMAN�RESOURCES�

OTHER�


SOCIAL ‘MEASURES OF SUCCESS’ IN ASIA�JUN�2012 �

59 �

FANS & FOLLOWERS�

‘ENGAGEMENT’�

AWARENESS & BUZZ �

AMPLIFY MARKETING GOALS �

SALES, LEADS & CONVERSIONS�

REACH OF BRAND CONTENT�

82%�

72%�

68%�

50%�

50%�

45%�

3,110,235,171 �MOBILE PHONE SUBSCRIPTIONS IN ASIA:�

60 �SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY OF INFORMATION�

& COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012) �

COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY �

OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012) �

MOBILE PENETRATION�OCT�2012 �

61 �


234%�

214%�

147%�140%� 139% �

130% �124% �

118% � 117% �110% � 109%� 106%�

100%�94%� 93%� 88%� 83%� 82%� 78%� 78%�

70%�63%� 62%�

45%�

5%�

MACA

O�

HONG

KONG�

SINGA

PORE�

MALD

IVES�

VIETN

AM�

BRUN

EI�

TAIW

AN�

MALA

YSIA�

THAIL

AND�

S KOR

EA�

INDO

NESIA�

JAPA

N�

CAMB

ODIA�

PHILI

PPIN

ES�

MONG

OLIA�

SRI L

ANKA�

LAOS�

ASIA�

CHIN

A�

INDI

A�

BHUT

AN�

BANG

LADE

SH�

PAKIS

TAN�

NEPA

L�

MYAN

MAR�

94%�

118% �

147%�

117% �78%�

78%�

139%�

106%�

124%�

110% �

214%�

88%�

63%�

62%�

109%�

140%�

THAILAND �

MALAYSIA�

INDONESIA�

SINGAPORE �

PHILIPPINES �


TAIWAN�INDIA�

CHINA�

HONG KONG �

SRI LANKA�

BANGLADESH �

PAKISTAN�

MALDIVES �

VIETNAM �



MOBILE PENETRATION�OCT�2012 �

62 �



MOBILE SUBSCRIPTIONS (MILLIONS) �OCT�2012 �

63 �

1,047

.0�

934.1�

270.0

�

134.6

�

127.3�

118.3

�

101.6�

97.1�

78.7� 53

.6�

34.5�

28.9�

18.9�

15.3�

15.0�

13.4�

7.8�

5.5�

2.9�

2.8�

1.4�

0.5�

0.5�

0.5�

CHIN

A�

INDI

A�

INDO

NESIA�

JAPA

N�

VIETN

AM�

PAKIS

TAN�

BANG

LADE

SH�

PHILI

PPIN

ES�

THAIL

AND�

S KOR

EA�

MALA

YSIA�

TAIW

AN�

SRI L

ANKA�

HONG

KONG�

CAMB

ODIA�

NEPA

L�

SINGA

PORE�

LAOS�

MONG

OLIA�

MYAN

MAR�

MACA

O�

MALD

IVES�

BRUN

EI�

BHUT

AN�


ASIA TOTAL:�3,110 MILLION�

97M �

35M �

7.8M �

79M �934M �

1,047M �

127M �

135M �

29M �

54M �

15M �

19M �

102M�

118M �

270M �

0.5M �

THAILAND �

MALAYSIA�

INDONESIA�

SINGAPORE �

PHILIPPINES �


TAIWAN�INDIA�

CHINA�

HONG KONG �

SRI LANKA�

BANGLADESH �

PAKISTAN�

MALDIVES �

VIETNAM �



MOBILE SUBSCRIPTIONS�OCT�2012 �

64 �

60,000,000 �NEW MOBILE SUBSCRIPTIONS IN Q2 2012 �

TOGETHER, CHINA AND INDIA ADDED �

SOURCE: ERICSSON TRAFFIC AND MARKET REPORT (AUG 2012) � 65 �

THAT’S MORE THAN THE �TOTAL POPULATION OF ITALY�

IN ONLY THREE MONTHS�

SOURCE: BASED ON DATA FROM THE ITALIAN CENSUS (2011) � 66 �

(! )!

22%�

SMARTPHONE �PENETRATION IN ASIA: �

SOURCE: EMARKETER (AUG 2012) � 67 �

844,000,000 �SMARTPHONE USERS IN ASIA�

THAT EQUATES TO ROUGHLY �

SOURCE: BASED ON DATA FROM EMARKETER (AUG 2012) AND THE US CENSUS BUREAU � 68 �

NUMBER OF MOBILE INTERNET�USERS IN ASIA BY END 2012: �

794,000,000 �

SOURCE: EMARKETER ESTIMATE (AUG 2012) � 69 �

SOURCE: CNNIC (JUN 2012) � 70 �

MOBILE INTERNET USERS OUTNUMBER �PC-BASED INTERNET USERS IN CHINA�

VS�

388,000,000! 380,000,000!

18%�OF ALL WEB TRAFFIC IN ASIA�

COMES FROM MOBILE DEVICES �

SOURCE: PINGDOM (MAY 2012) � 71 �

200,000,000 �

USERS OF TENCENT’S WECHAT�MOBILE INSTANT MESSAGING APP:�

SOURCE: TENCENT, VIA TECHINASIA (SEP 2012) � 72 �

82%�OF COMPANIES IN ASIA BELIEVE MOBILE SOCIAL �

IS AN IMPORTANT PART OF THEIR STRATEGY �

SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) � 73 �

$!43%�OF PEOPLE IN ASIA ARE WILLING TO MAKE TRANSACTIONS ON THEIR MOBILE PHONES�

SOURCE: NIELSEN (MAR 2012) AS CITED IN THE ADMA YEARBOOK 2012 � 74 �

SOURCE: TNS MOBILE LIFE (JUN 2012) �

USE OF MOBILE WALLET SERVICES�JUN�2012 �

75 �

31%�

26%� 26%�25%�

15% � 15% �

7%�

4%�2%�

1%� 1%� 1%� 1%�

HONG

KONG�

S KOR

EA�

JAPA

N�

SINGA

PORE�

MALA

YSIA�

TAIW

AN�

CHIN

A�

INDO

NESIA�

INDI

A�

PAKIS

TAN�

PHILI

PPIN

ES�

THAIL

AND�

VIETN

AM�

$!85,000,000 �PEOPLE IN ASIA WILL MAKE �MOBILE PAYMENTS IN 2012 �

SOURCE: GARTNER ESTIMATE (MAY 2012) � 76�

THAT’S MORE THAN THE POPULATION OF GERMANY �


(! )!

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

161,084,000 �

5,501,609 �

2,987,820 �

101,574,000 �

TOTAL POPULATION�

INTERNET USERS�

USERS ON TOP SOCIAL NETWORK�


BANGLADESH �OCT�2012 �

URBAN�




RURAL �

28%�

63%�

72%�

3%�

2%�

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);

URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 79 �

717,000 �

139,593 �

79,080 �

499,198 �

TOTAL POPULATION�

INTERNET USERS�



BHUTAN�OCT�2012 �

URBAN�




RURAL �

36%�

19% �

70%�

64%�

11% �


URBANISATION: UN (2011); INTERNET: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012) � 80 �

409,000 �

318,900 �

252,520 �

530,000 �

TOTAL POPULATION�

INTERNET USERS�



BRUNEI DARUSSALAM �OCT�2012 �

URBAN�




RURAL �

76%�

130%�

78%�

62%�

24%�

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU �

(ACCESSED SEP 2012); URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BUDDE.COM.AU (FEB 2012) � 81�

14,953,000 �

2,466,305 �

662,060 �

14,960,000 �

TOTAL POPULATION�

INTERNET USERS�



CAMBODIA�OCT�2012 �

URBAN�




RURAL �

20%�

100%�

16% �

80%�

4%�


URBANISATION: UN (2011); INTERNET: MINISTRY OF POST & TELECOMMUNICATIONS (MAR 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 82 �

1,343,240,000 �

538,000,000 �

552,000,000 �

1,047,000,000 �

TOTAL POPULATION�

INTERNET USERS�



CHINA�OCT�2012 �

URBAN�




RURAL �

51%�

38%�

41%�

78%�

49%�


URBANISATION: UN (2011); INTERNET: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012); SOCIAL NETWORKS: TENCENT (APR 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 83 �

7,154,000 �

4,894,913 �

4,033,000 �

15,293,000 �

TOTAL POPULATION�

INTERNET USERS�



HONG KONG �OCT�2012 �

URBAN�




100%�

214%�

68%�

56%�



1,205,074,000�

121,000,000 �

56,675,740�

934,100,000 �

TOTAL POPULATION�

INTERNET USERS�



INDIA�OCT�2012 �

URBAN�




RURAL �

31%�

78%�

69%�

10%�

5%�



248,645,000 �

55,000,000 �

43,814,560 �

269,989,000 �

TOTAL POPULATION�

INTERNET USERS�



INDONESIA�OCT�2012 �

URBAN�




RURAL �

51%�

109%�

22%�

18%�

49%�



127,368,000 �

101,228,736 �

29,900,000 �

134,600,000 �

TOTAL POPULATION�

INTERNET USERS�



JAPAN�OCT�2012 �

URBAN�




RURAL �

91%�

106%�

79%�

23%�

9%�


URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: SEMIOCAST (AUG 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 87�

6,586,000 �

527,400 �

224,700 �

5,481,000 �

TOTAL POPULATION�

INTERNET USERS�



LAOS�OCT�2012 �

URBAN�




RURAL �

34%�

83%�

66%�

3%�

8%�



578,000 �

308,797 �

210,740 �

1,353,194 �

TOTAL POPULATION�

INTERNET USERS�



MACAU �OCT�2012 �

URBAN�




100%�

234%�

53%�

36%�


URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) � 89 �

29,180,000 �

17,723,000 �

13,063,600�

34,533,000 �

TOTAL POPULATION�

INTERNET USERS�



MALAYSIA�OCT�2012 �

URBAN�




RURAL �

73%�

118% �

61% �

45%�

27%�



394,000 �

114,100 �

135,360 �

549,934 �

TOTAL POPULATION�

INTERNET USERS�



MALDIVES �OCT�2012 �

URBAN�




RURAL �

41%�

140%�

29%�

34%�

59%�


URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012) � 91�

3,180,000 �

355,524 �

438,940 �

2,942,313 �

TOTAL POPULATION�

INTERNET USERS�



MONGOLIA�OCT�2012 �

URBAN�




RURAL �

69%�

93%�

31%�

11% �

14%�



54,585,000 �

500,000 �

(N/A) �

2,800,000 �

TOTAL POPULATION�

INTERNET USERS�



MYANMAR �OCT�2012 �

URBAN�




RURAL �

33%� 67%�

(N/A) �

<1%�

5%�


URBANISATION: UN (2011); INTERNET: MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (FEB 2012); SOCIAL NETWORKS: (N/A); MOBILE: MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (FEB 2012) � 93 �

29,891,000 �

5,040,000 �

1,824,380 �

13,354,477 �

TOTAL POPULATION�

INTERNET USERS�



NEPAL�OCT�2012 �

URBAN�




RURAL �

17% �

17% �

45%�

83%�

6%�


URBANISATION: UN (2011); INTERNET: NEPAL COMMUNICATIONS AUTHORITY (AUG 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) � 94�

190,291,000 �

29,128,970 �

7,221,900 �

118,317,000 �

TOTAL POPULATION�

INTERNET USERS�



PAKISTAN�OCT�2012 �

URBAN�




RURAL �

36%�

15% �

62%�

64%�

4%�



103,775,000�

33,600,000 �

29,878,240�

97,135,000 �

TOTAL POPULATION�

INTERNET USERS�



THE PHILIPPINES�OCT�2012 �

URBAN�




RURAL �

49%�

32%�

29%�

94%�

51%�



5,353,000 �

4,002,048 �

2,869,360 �

7,846,100 �

TOTAL POPULATION�

INTERNET USERS�



SINGAPORE �OCT�2012 �

URBAN�




100%�

147%�

75%�

54%�


URBANISATION: UN (2011); INTERNET: INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY (SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) � 97�

48,861,000 �

40,329,660 �

26,000,000 �

53,609,000 �

TOTAL POPULATION�

INTERNET USERS�



SOUTH KOREA�OCT�2012 �

URBAN�




RURAL �

83%�

110% �

83%�

53%�

17% �


URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: CYWORLD VIA BLOTER.NET (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 98 �

21,481,000 �

2,503,194 �

1,397,780 �

18,866,000 �

TOTAL POPULATION�

INTERNET USERS�



SRI LANKA�OCT�2012 �

URBAN�




RURAL �

15% �

88%�

85%�

7%�

12%�



23,235,000 �

16,147,000 �

12,937,760 �

28,917,000 �

TOTAL POPULATION�

INTERNET USERS�



TAIWAN�OCT�2012 �

URBAN�




RURAL �

78%�

124% �

69%�

56%�

22%�


URBANISATION: UN (2011); INTERNET: TAIWAN NATIONAL STATISTICS (2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 100 �

67,091,000 �

24,000,000 �

16,834,140 �

78,667,910 �

TOTAL POPULATION�

INTERNET USERS�



THAILAND �OCT�2012 �

URBAN�




RURAL �

34%�

117% �

36%�

25%�

66%�



91,519,000 �

30,858,742 �

8,200,000 �

127,318,045 �

TOTAL POPULATION�

INTERNET USERS�



VIETNAM �OCT�2012 �

URBAN�




RURAL �

31%�

139%�

34%�

69%�

9%�


URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: ZING.ME (JAN 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) � 102 �

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�

WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,

DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT [email protected].�

FIND OUT MORE AT WEARESOCIAL.SG.�




WE ARE SOCIAL SINGAPORE �@WEARESOCIALSG �

+65 9146 5356 �[email protected] �

WEARESOCIAL.SG �




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