Here are all of the posts tagged ‘SDMA’.
For the next report in our series on Social, Digital and Mobile around the world, we’re exploring the fascinating ecosystem of Cambodia.
The Southeast Asian state’s population is just short of 15 million, but 80% of Cambodians still live in rural areas with limited technological infrastructure.
However, with almost two thirds of the country’s population under the age of 30, it’s perhaps less surprising that digital connectivity is increasing at an impressive pace.
Internet penetration in Cambodia is still on the low side at just 16%, but the number of internet users in the country has leapt up by almost 550% in 2012 alone.
Part of this growth has been fuelled by a surge in the number of internet providers, along with a 33% jump in the number of internet cafés in just the past few months.
However, the most exciting story comes from the handheld arena: almost one quarter of all Cambodia’s internet activity comes from mobile phones – a figure that ranks the country 15th in the world in terms of mobile’s share of internet activity.
Social media is still far from widespread in the kingdom however, with barely one in twenty Cambodians registered on a social network.
More than 1,000 people in Cambodia are joining Facebook every day though, so it shouldn’t take long for penetration to reach double digits:
Cambodians appear to be spending more time engaging with brands on social media too, with technology brands offering 3 of the top 5 most ‘Liked’ Facebook pages in the country.
Unsurprisingly, we predict that mobile activity will fuel growth in this area over the coming months too. With the average Cambodian possessing 1.3 mobile subscriptions, and with 3G penetration already beyond 20%, mobile phones are the obvious device of choice for much of the country’s population.
Indeed, Cambodia was the first country in the world to claim more mobile phones that landlines, and even today, fixed-line telephony services barely register, with just 4% penetration.
Meanwhile, demand for mobile devices shows no sign of slowing, and with clear momentum building behind smartphones in 2012, we’re expecting many more impressive numbers from Cambodia in 2013.
Following the launch of our regional Social, Digital and Mobile in Asia report last week, today we’re delighted to launch our series of reports into individual countries.
The first of these reports covers one of Asia’s most exciting markets: Vietnam.
With a population in excess of 90 million and an economy that grew by 5.4% in the 3rd quarter of this year alone, Vietnam represents a huge opportunity for brands all over the world.
The country’s social, digital and mobile landscape is evolving at an astonishing rate too, with internet users in the country increasing by 5% since our last report on the country at the end of 2011.
Key figures in this new report include:
- Almost 31 million internet users, representing penetration of 34%;
- More than 8.5 million social media users, but penetration of just 9% shows plenty of potential for more rapid growth;
- A massive 129 million mobile subscriptions, representing penetration of 139%;
- 19 million mobile internet users, equating to penetration of around 21%.
As the figures above suggest, feature phones still dominate Vietnam’s mobile landscape, but smartphone use is definitely on the rise.
We also noted a reduction in the number of mobile subscriptions since our last report, but given that subscription penetration still sits at around 139%, this likely reflects a consolidation towards a single active subscription per user rather than a drop in mobile use.
However, the most dramatic change in the country’s digital landscape this year has been the shift in power in social media. Just 12 months ago, there were only 2.9 million Facebook users in Vietnam; today, there are more than 8.5 million – a growth of almost 200%.
Startlingly, data from Facebook itself suggests that the network’s user base in the country has grown by 500,000 in the past 2 weeks alone. This data is backed up by Facebook metrics experts SocialBakers, who present the following impressive chart:
Although sudden increases like this are more likely to reflect a correction in Facebook’s data than an actual single-day change, these new numbers are still significant.
We’ve also heard anecdotal reports that some of Vietnam’s restrictions on Facebook have been lifted recently, so Facebook’s recent growth may genuinely have been quite dramatic, as local netizens realise they have easier access to the world’s most popular network.
It’s not just the speed of this growth that’s important though.
Up until last week (and indeed as we reported in our regional report just a few days ago), the leader in the country’s social media scene was local network Zing, which claims around 8.2 million users.
Although these latest official user numbers for Zing are a few months old and actual users may have increased since, it appears that Facebook has taken the number 1 spot in Vietnam, meaning it may be another step closer to its quest for world domination, as this revised version of our Social Network Map of Asia shows:
Intriguingly though, there is evidence to suggest that interest in Zing has also picked up again in the past few days, as the Google Trends chart below highlights. Note the sharp uptick towards the right-hand side, which shows that Zing is currently experiencing its greatest volume of search traffic for the past 12 months:
We’re still waiting to hear back from a representative at Zing for more up-to-date user numbers, but either way it seems that Vietnam’s social scene is certainly hotting up.
And given that almost 4 in 5 social media users in Vietnam have ‘Liked’ or follow a brand in social media, we’ll be paying close attention to where things progress in the coming weeks and months.
Asia’s digital landscape continues to evolve at an astonishing rate, and staying up to date with the latest data and trends can be a challenge.
We have good news, though: today, we’re delighted to launch a new edition of our hugely popular #SDMW reports.
In the SlideShare presentation above you’ll find our Asian Overview report, with more than 100 slides of the latest facts and figures from around the region, including select highlights from each of the 24 countries we cover.
We’ll follow this overview with individual country reports over the coming weeks, each one packed with all the local stats and facts you need to understand the Social, Digital and Mobile landscapes and audience behaviours in the world’s most dynamic markets.
To start with, though, here are some highlights from the overview report:
- There are now well over 1 billion internet users around Asia;
- At least 811 million of these people use social media;
- 50% of the world’s social media users are in Asia;
- More than 10 million new people in Asia join Facebook every month;
- Asia is home to more than 3 billion mobile subscriptions.
All of these numbers are significantly higher than those we reported in the previous edition of the #SDMW series that we released back in November 2011:
- The number of internet users in the region has grown by almost 14%;
- Users of the top social network in each country around Asia have increased by more than 8%;
- Mobile subscriptions have seen growth of more than 12%.
It’s not just the growth in user numbers that are impressive, however; netizens in Asia spend almost 2 million years of combined time on the internet every month, watching almost 45 billion online videos.
That’s more than half a trillion videos every year.
We also noted a continued trend of diversity in behaviour around the region.
Despite becoming Facebook’s biggest region just a few weeks ago*, the world’s favourite social network ranks just 4th in Asia by user figures. However, Buddy Media found that Facebook is still the platform of choice for brands around the region, with almost 9 in 10 Asian companies giving it a ‘Like’. They also report that two thirds of Asian companies on social media have a presence on Twitter.
Most companies focus the majority of their social media efforts on marketing, but figures suggest an increasing number of Asian brands are adopting social media for customer service purposes too.
Meanwhile, the mobile opportunity is becoming increasingly important around Asia too, with 4 in 5 companies in the region stating that mobile social is “an important part” of their overall strategy.
Be sure to check out the full deck for many more insights. Meanwhile, if you’re looking for regular updates on Social, Digital and Mobile news around Asia, be sure to check our Singapore office’s Tuesday Tuneup and 5FF blog posts each week. Even better, you can sign up to have them delivered to your email.
And for those of you who are stuck behind a firewall and can’t view SlideShare, just send us an email and we’ll be happy to send you a copy of the report.
You’ll find the source for all the stats above at the bottom of the relevant slides inside the report itself. * Note that the countries included in SocialBakers’s classification of ‘Asia’ differs to the one used in our SDMW reports, so figures may not correlate between these reports.
Our latest research shows that the number of social network users is still growing rapidly across Asia, with platforms in South and Southeast Asian nations seeing the largest gains since our most recent Social, Digital and Mobile in Asia report just a few months ago:
With 27 million (9%) of the platform’s 300 million users checking in every day, and more than 100 million posts every 24 hours, it’s clear that Sina Weibo is one of the most active platforms in Asia.
Similarly, Tencent’s Weibo offering also claims around 300 million users, and is definitely up there in the world’s most important social networks.
Meanwhile, Facebook has added more than 20 million users across Asia in the past 6 months, and now claims more than 192 million users across the 24 SDMA markets.
Although it has now been nudged back into 3rd place on the global Facebook user rankings by Brazil, India has still added more than 7 million Facebook users in 2012, and its 46 million users account for more than 5% of the worldwide total.
Interestingly, despite being blocked in most of China, Facebook now counts more than half a million users on the mainland, in addition to the 15.5 million users across Taiwan, Hong Kong, and Macau.
Twitter also continues to be hugely popular across the region: it’s now the number one platform in Japan, with Japanese the second most used language on Twitter worldwide.
Twitter has maintained its popularity in Indonesia too, although Facebook is still the Southeast Asian country’s most popular platform.
For our final report in this edition of our series of reports on Social, Digital and Mobile across Asia, we’re exploring the world’s most ‘social’ country: The Philippines:
The Philippines has long been renowned for its highly sociable people, but there’s something magical about the way Filipinos have embraced social media.
Indeed, in its most recent survey, the GlobalWebIndex found that The Philippines leads the world in social media usage:
This may be surprising considering that only one third of Filipinos have access to the internet, but when you consider that more than 95% of these netizens use social networking sites – with more than 90% on Facebook alone – the rationale becomes a lot clearer.
Facebook is easily the most popular online destination in the country, and Filipinos spend considerable amounts of time on the site despite a large volume of access coming from simple feature phones. Indeed, at an average of 21.5 hours per week, Filipino netizens spend a lot of time on the internet in general, and are second only to Singaporeans in the Asian league of time spent online.
The average web user in the Philippines is just 23 years old, while almost 6 out of 10 social media users are below the age of 24.
However, it’s important to put these ages into local context. During a recent trip to the Philippines, we learnt that Facebook is particularly popular amongst housewives – many of whom are in their early to mid twenties – with this age group spending considerable amounts of time chatting on Facebook and posting simple updates about their daily activities.
Many of the women we spoke to stated that Facebook plays a central role in their lives, allowing them to stay in touch with friends and family, and providing a critical source of entertainment and relief from daily chores.
However, the world’s favourite social network takes on particular importance in situations where family members are overseas, with Facebook providing a cheap but constant way to stay in touch with loved ones in distant lands.
This has particular relevance for marketers; roughly 12% of Filipinos live outside the country, and these Overseas Foreign Workers – or OFWs, as they’re commonly known – provide a significant inflow of cash for those who remain at home. As a result, families supported by OFWs often have more disposable income than wholly domestic families, and therefore make an attractive audience for brands such as FMCG (CPG) products and telcos.
Social networking use is not restricted to the families of OFWs, however; many of the teenagers we spoke to talked about Facebook in similar ways to their Indonesian peers, and many said they’d happily sacrifice other luxuries to ensure they continued to enjoy access to Facebook.
This prioritisation of social connectivity is not a new phenomenon in the Philippines, however. Until recently, Filipinos were the world’s greatest users of SMS, with the country’s residents sending more than one billion messages per day. During those times, we’d often hear similar stories of families foregoing meals in order to ensure their phone had sufficient credit (or ‘load’, as Filipinos call it) to be able to send SMSes.
However, these sacrifices should soon be a thing of the past, with Facebook introducing a whole series of initiatives to provide free access to its platform in The Philippines. The free 0.facebook.com service has been available in the country for almost 2 years now, and Facebook looks to be taking free access even further, partnering with hardware manufacturers to develop special chipsets to ensure that its platform is available to users regardless of which handset or telco they choose.
The commercial justification for this becomes clearer when we consider the fact that almost two thirds of Filipinos have interacted directly with a brand via social media in the past 12 months. Furthermore, almost three quarters indicate that they have expressed personal opinions about brands – good and bad – via social media in the past year as well.
The nation’s love affair with social media seems to have propelled the internet into the top spot in terms of media preference, with Filipino web users spending almost twice as much time online as they do watching television.
Alongside chatting and sharing content, much of this time consists of gaming. More than half of the nation’s web users play online games on a regular basis, and social gaming is particularly popular.
Social media growth doesn’t show any signs of slowing either, with Filipinos setting up more than a quarter of a million new Facebook accounts in the past 30 days alone.
Meanwhile, it seems Filipinos are taking advantage of other social networks to provide a more efficient answer to SMS, with Twitter in particular citing considerable opportunities in the country.
However, the available data may fail to portray a key reality in Filipino web users’ behaviour.
The research we’ve found suggests that less than a quarter of the country’s netizens use mobile devices to access the web, but our own experiences in the country suggest that this figure is likely to be far higher, with the majority of Facebook’s users accessing at least some elements of the platform’s services via mobile devices.
The reason for this discrepancy may lie in the way that people access these mobile services, and the way they talk about doing so.
A number of Filipino telcos offer ‘free’ dedicated access to Facebook as part of overall telephony bundles, many of which do not include any other form of internet (or even basic data) access. As a result, many research survey respondents state that they don’t have internet access on their phones (technically true), even though they’re accessing Facebook from their handsets multiple times each day.
However, as mobile broadband becomes more widely available in The Philippines, we expect to see an explosion in the number of people accessing multimedia content via mobile devices.
Videos and music are already hot favourites amongst ‘fixed’ internet users, and many of the younger people we spoke with transfer considerable amounts of this content to their mobile devices.
As a result, we anticipate that The Philippines, along with Indonesia, will see some of the most interesting developments in digital behaviour in the world over the coming months.
Stay tuned to find out what they might be.
This post concludes this edition of our SDMA reports; we expect to publish the next edition in the final quarter of 2012.