Here are all of the posts tagged ‘stats’.

Social, Digital & Mobile in APAC in 2014

by Simon Kemp in News

Following on from We Are Social’s hugely popular Social, Digital and Mobile Worldwide in 2014 report from earlier this month, we’re very pleased to share an even more detailed look at the online landscape around the Asia-Pacific region.

It also turns out that two weeks can make a big difference when it comes to online data; in the past 14 days, and with the help of some of the 200,000 people who’ve viewed our Global report, we’ve found some even fresher stats to the ones we published in our last report.

These new discoveries have had a particular impact on India’s stats, where figures for internet users have changed from 151 million to 213 million. Internet figures for Indonesia have also almost doubled, to 72.7 million.

These changes have had a significant impact on the regional and global totals too, so we’ll begin with a refreshed look at the stats from the very top.

The Global Picture
Following revisions to a number of countries, the number of worldwide internet users now exceeds 2.64 billion, representing global penetration of 37%:

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Following our last report, we also received a number of queries regarding the difference between mobile subscriptions and actual mobile users, so we’re delighted to be able include a new chart comparing the two in this report.

We’ve teamed up with the wonderful team at GSMA Intelligence for this, and they’ve been kind enough to let us share this valuable data in the report – here’s the APAC picture:

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In order to understand the context in which people use mobile devices, it’s also important to understand how people pay for their subscriptions (contracts), and whether they have access to potentially faster mobile data connections.

The chart below offers more detail on both these areas, detailing how many people have pre- vs post-paid contracts, and using 3G as a proxy for the likelihood people could access faster internet if they chose to take out a relevant mobile data plan:

APAC mobile contract type

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Asia-Pacific In Context
APAC is home to almost 3.9 billion people, accounting for just under 55% of the total world population. The region hosts just under half the world’s Internet users, and 52.2% of the world’s active social media users:

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apac global share

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Internet
Although internet user data for a number of countries around the region hasn’t been updated as recently as we’d hoped, APAC has still shown impressive growth in recent months, with Asian countries alone adding more than 150 million new users since our previous report in October 2012 – many of which were in India and Indonesia:

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However, internet access is still far from a universal reality around APAC, and penetration rates in some countries remain surprisingly low:

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It’s interesting to see how the average number of hours spent on the internet varies around the region too, both in terms of desktop / laptop access, as well as the time spent on the mobile web:

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It’s important to note that the figures in the chart above are based on claimed time spent on the internet, rather than on actual traffic. This has two important consequences:

  • The data will, in part, reveal the story that people choose to tell about their internet use, rather than the exact number of minutes they spend connected
  • However, in a similar way, this ‘claimed’ data helps to avoid over-counting internet usage when someone is connected to the internet, but not actually making use of it (e.g. the browser is open in the background while someone works on another, non-internet related application).
  • There may also be some variations across cultures in what people consider ‘internet’ access. For example, someone who streams music through a service like Spotify for the whole day may not consider this ‘time spent on the internet’, even if we could argue the opposite is also true.

Social Media
2013 was an impressive year of growth across almost every aspect of the social media world in APAC, with chat apps in particular seeing stunning growth thanks to platforms like WeChat, LINE, and Kakaotalk.

We’ve chose to focus on social networks for this report’s data though, as they continue to offer the greater opportunity for marketers.

User figures and penetration rates for social networks still vary hugely around the region, but the overall trend is definitely upwards (note that MAU stands for Monthly Active Users):

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It’s worth highlighting that the figures for social media penetration often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:

  • Social media stats are almost always more up to date than those for internet usage, largely because they are collected by a commercial entity on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
  • Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the figures (partly because they’re more difficult to identify). In many emerging markets – particularly places like Indonesia or Myanmar – mobile-only use can account for a significant proportion of internet use. People accessing social media through mobile devices will be counted, however, meaning social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
  • On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight skew in the data, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.

We’ve also changed the way we report user numbers in this year’s report compared to our previous report in 2012, and we now only report monthly active user numbers (MAUs) for any given platform. This ensures a more reliable and actionable data set, and ensures organisations using the data have the most up-to-date picture of people’s preferences and behaviour throughout the region.

Facebook’s MAUs continued to grow across the region over the past year, adding 54 million by January 2014 in Asian countries alone (excluding countries in Oceania like Australia and New Zealand).

China’s Qzone added 25 million MAUs too, meaning that overall growth around the region is somewhere in the region of 80 million new active users – almost 10% growth year-on-year.

We opted not to include chat apps like WeChat, WhatsApp, LINE and Kakaotalk in this year’s analysis for a couple of reasons:

  • The way that people use these platforms remains largely one-to-one, so they offer less of an obvious mass engagement channel for brands compared to platforms like Facebook, Twitter and Weibo (although we recongise that this is changing, especially with tweaks to WeChat’s platform);
  • The companies who operate these platforms tend not to publish monthly active user figures, and where they do, they aren’t broken down by country, making it very difficult for us to attribute usage by country.

However, for handy reference, the global user figures for each of the region’s largest chat apps are as follows:

  • WhatsApp: 400 million monthly active users worldwide
  • WeChat (Weixin): 270 million monthly active users worldwide
  • LINE: 300 million total registered users worldwide
  • Kakaotalk: 130 million total registered users worldwide

We’re pleased to offer time spent on social media for many of the region’s larger economies too, thanks to some great data from GlobalWebIndex’s Active Usage: Time Spent study, which they’ve kindly allowed us to share. You can find out more about this study here.

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As with the time spent on the internet chart above, this data is based on claimed usage rather than actual traffic information. This again means that data may be coloured by the story people wish to tell about themselves, but at the same time, it also helps to avoid over-counting time where people have social media open in the background.

Based on our qualitative research, many people keep social networks open throughout the day in a distinct browser tab or tool like Tweetdeck, but do not necessarily spend all that time actively engaging with the platform itself, so the data above should be used in conjunction with traffic-based numbers (where available) to paint a multi-dimensional picture of people’s behaviour.

It’s interesting to explore the above chart in the context of the societal norms of each country too; it appears that the time spent on social media is determined as much by a nation’s culture as it is by the speed or ease of internet access. In many countries where fast internet access is still a luxury, people still spend many hours engaging with social media, highlighting once again that social media are playing a huge part in the growth and evolution of the online landscape in APAC.

However, to enrich this story, it’s worth looking at the infrastructural elements too. Mobile devices play a huge role in Asia’s social media scene, so we’ve added an extra data set to this report to illustrate mobile social access in more detail:

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Mobile
The number of mobile subscriptions in APAC continue to grow steadily in the past 15 months, with Asian countries alone adding more than 200 million new subscriptions since our previous report in October 2012.

Although it’s likely that some of these new subscriptions constitute second subscriptions (e.g. an additional contract for work or personal use), the importance of mobile devices even in the region’s less developed nations highlights the critical role mobile plays in people’s daily lives in APAC.

While it can be tricky to identify the exact number of people accessing the internet through mobile devices, we have identified reliable data for two important indicators that offer valuable insights: mobile broadband subscriptions, and people accessing social media through mobile devices:

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It’s particularly interesting to note that the proportion of the population accessing social media through a mobile device is much higher than the penetration of mobile broadband, suggesting that many people continue to access social media through slower mobile connections.

You’ll find this data broken down for each country around the region in the full report.

The Individual Country Story
We’re delighted to announce that we now have social media and mobile data for every Asian country, as well as 4 key nations in Oceania.

Major additions to this year’s report are North Korea and Myanmar, and although the numbers aren’t likely to challenge China’s position as the dominant digital player in the region, it’s very exciting to see how online media are helping to open up some of the world’s most secretive nations.

In particular, Myanmar – or Burma, if you prefer – has surprised us with the sheer speed of growth, particularly when it comes to social media. From a country where Facebook was technically blocked barely 12 months ago, this Southeast Asian country now boasts well over 1 million Facebook users, and is still growing at an impressive rate:

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Despite these impressive numbers though, this still represents a social media penetration of just 2% in Myanmar, so there’s clearly plenty more potential for growth as the country continues its journey towards a fully open approach to the internet.

Even mobile subscriptions struggle to reach double-digit penetration, while the internet – albeit based mostly on fixed-line figures – languishes at just 1%.

However, 2014 looks like a promising year for Myanmar’s online landscape, and we’re looking forward to plenty more good news from them in the months to come.

The story in North Korea remains less clear; with the internet still officially blocked in the world’s most reclusive nation, it’s difficult to get a clear picture of what’s going on. However, Facebook themselves state that they now have 8,200 users within the North Asian state, 4,600 of whom access through mobile devices:

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It’s unclear how many of these users are actually North Korean citizens though, and we suspect that a significant proportion may be foreign nationals based in the country.

However, the fact that it is even possible for these people to access Facebook from within North Korea represents a step forward compared to the situation this time last year, so we’ll take that as a glimmer of hope for 2014.

We’ve also included data for Timor-Leste, which, although still small in absolute numbers, represents another reason for optimism, given the young country’s recent history.

East Timor’s social media population in particular is growing steadily, with 6% of the population – or 76,000 people – using Facebook at least once in the past month:

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As with many emerging economies, the numbers for internet usage in Timor-Leste are far lower than those for social media, mainly because it’s harder to measure the exact number of people accessing the internet.

Many people still access from shared devices in internet cafés or in places of work, and data is often collected by surveys that have taken quite some time to gather, analyse and publish.

Social media figures such as those made available by Facebook are almost real-time though, offering a more up-to-date and accurate picture of the online landscape within these fast-evolving digital ecosystems.

Excitingly, mobile phone subscriptions have already surpassed 50% penetration in Timor-Leste too, meaning many more people now have the opportunity to connect to the internet as soon as affordable mobile data plans become available.

Alongside figures for Australia and New Zealand, we’re also pleased to present some initial figures for Fiji and Papua New Guinea. Both nations play an important role in understanding the broader picture across Pacific nations, and the stories their data snapshots tell reveal some interesting insights:

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Fiji already demonstrates relatively strong internet and social media penetration figures, surpassing the regional average in both areas.

Meanwhile, Papua New Guinea still has plenty of potential for growth, with barely 4% of the population using Facebook in the past month. However, with mobile subscription penetration of 42%, it’s clear that Papuans have an increasing digital opportunity, and we’re confident these figures will all grow considerably during 2014.

We’re also pleased to share statistics on mobile social behaviour for all 30 countries in this study, ensuring marketers have a solid understanding of the opportunities to engage their audiences in a variety of settings and contexts – here are some example stats for Indonesia:

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As mobile increasingly becomes our predominant means of accessing online services and content, it’s likely that Asia-Pacific will continue to lead the world in defining the future of the online landscape.

The India Changes
Finally, given the major changes in its internet user numbers since our last report, here’s how the situation in India looks today:

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India Contract Type

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So there you have it – another week, another bumper collection of stats. However, given how quickly the data seems to be changing, it’s clear 2014 is going to be another vintage year for online growth. We’re already looking forward to next year’s APAC report!

Sources for all the above data are listed in the full report. We’d especially like to thank GlobalWebIndex and GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.

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The State of Social in Asia (March 2013)

by Simon Kemp in News

We Are Social - Active Social Network Users in Asia March 2013

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We’re pleased to share the latest of our SDMW snapshots for social media use around Asia.

Today’s snapshot offers a more comparable definition of ‘users’, and is based solely on active users*, rather than the overall user numbers we used for some countries in previous reports where active user data was not available.

Social Media Users
Despite this recalibration, the total number of social media users across the top network in each of our 24 SDMW Asia nations has increased to 874 million, reflecting 18% growth compared to our last full report in October.

This represents growth of more than 10 million new users of social media every month – a figure that’s all the more impressive considering Facebook’s recent clean up of ‘fake’ accounts.

Penetration
However, social media penetration has fluctuated around the region in the past few months, with a number of ‘mature’ markets – including Brunei, Singapore and Hong Kong – registering a drop in penetration as the frequency of Facebook usage begins to slow.

Overall though, regional penetration remained static at 23%, in line with the overall global average:

We Are Social - Active Social Network Penetration in Asia March 2013

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More importantly, the drop in penetration across mature markets has been balanced by on-going growth in markets like India and Indonesia, both of which continue to see social media usage expand at impressive rates.

Mobile Chat
However, the most interesting story comes from North Asia, where we’re seeing accelerating mass adoption of mobile chat applications.

Neither Japan nor Korea was a ‘Facebook market’ in our previous report – Korea’s primary social network was CyWorld, while Japanese social media users appeared to prefer Twitter – but the rapid growth of newer chat platforms may scupper the world’s favourite network’s plans to grow in these countries.

Indeed, KakaoTalk and Line already dominate the social media landscapes of South Korea and Japan respectively, with both platforms registering significantly more users than Facebook and microblogs.

Similarly, while Qzone continues to be the region’s largest social network by active users, we expect to see this situation change in the coming months as a result of the increased implementation of China’s real name rules for social media use, and the continued expansion of platforms like WeChat (Weixin).

Indeed, WeChat’s success beyond its home market of China looks set to be one of the biggest social media stories in Asia over the next few months.

At well over 300 million registered users, WeChat is already 15% bigger than Facebook in Asia, and its growth trajectory suggests that this gap will only increase further during 2013.

Given these trends, it’s clear that mobile’s role in the Asian social media landscape looks set to grow in importance, so look out for our upcoming post on using mobile to connect with Asian social audiences.

* Figures reflect monthly active users, except for Korea where we’ve used daily active user numbers. Note that user numbers for Japan and Korea have been extrapolated from available data.

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Social, Digital and Mobile Worldwide

by Simon Kemp in News

Continuing our series of data snapshots for Social, Digital and Mobile usage worldwide, we’re pleased to share the latest numbers for the different regions around the world.

All indicators show significant growth since last year’s worldwide report, with mobile clearly the driving force for all aspects of our connected lives.

Internet
Internet penetration adds an extra 3 points year-on-year to reach exactly one third of the world’s population, posting growth of a quarter of a billion new users in the past 12 months.

Much of this growth has come from ‘developing’ nations, with Asia accounting for a significant proportion of the global growth.

Social Media
Social media usage is up by almost the same volume, registering an additional 240 million new users in 2012.

However, in markets like China, the biggest shift we’ve been tracking is a change in usage patterns between different platforms, rather than growth in the absolute number of users of social networks.

Facebook continues to dominate the worldwide picture with close to a billion monthly active users, but Chinese platforms take the remaining 4 of the top 5 slots.

Sina and Tencent’s weibo offerings are clearly the biggest success stories over the past year, growing both their registered and active user bases by hundreds of millions.

Google+ has also made big gains since last year, although its 235 million monthly active users don’t quite give it enough weight to achieve ‘Global Top 5′ status. However, with more than 500 million registered users, it’s clear that Google+ has plenty more potential, and is surely one to watch in 2013.

Twitter continues its stellar growth too, passing 200 million active users a couple of months ago. The West’s favourite microblogging platform also passed the half-billion registered users milestone last year, and its popularity shows little sign of slowing.

Vkontakte continues to play an important role in Central and Eastern Europe, with the latest figures suggesting the platform has amassed just shy of 200 million registered users.

Meanwhile, the new breed of ‘Instant Messenger Plus’ platforms like WeChat (Weixin), Line and KakaoTalk look set to change the global social media landscape over the next few months, with Tencent’s WeChat already surpassing 300 million registered users.

Mobile
The mobile growth story continues to impress, with more than half a billion new subscriptions activated around the world in 2012.

Mobile subscription penetration now exceeds 91% of the world’s population, and although like-for-like data are hard to come by, it seems mobile now reaches at least as many people around the world as television.

The Future
All indicators suggest continued growth throughout 2013 too, so the critical question marketers need to answer now is,

How are we going to integrate all of these opportunities into a consistent and engaging approach that builds real brand value?

The answers to that question will be central to our posts in the coming months here on the We Are Social blog.

Stay tuned…

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Social, Digital and Mobile in Cambodia

by Simon Kemp in News

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:

Facebook Growth in Cambodia

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.

You can download a high-res PDF of this report here.

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Social, Digital and Mobile in Asia

by Simon Kemp in News

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.

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