Estatísticas de marketing digital 20 + da APAC em junho 2015

It’s the start of a new month, so let’s cast an eye back over the past 30 days and enjoy the finest digital marketing stats that Asia-Pacific had to offer.

June’s roundup includes mobile apps, ecommerce, YouTube, social in India, online shopping in China, Aussie adspend and multichannel shopping in Singapore.

Economia de aplicativos para dispositivos móveis

Asia’s mobile app usage grew 77% last year, according to a novo estudo da Flurry Analytics.

Ao acompanhar dispositivos 610m, descobriu-se que o aumento no uso de aplicativos no ano até abril 2015 foi impulsionado por três categorias:

  • Sessões de aplicativos de compras e de estilo de vida aumentaram 278%.
  • Notícias e leitura aumentaram 134%.
  • Utilitários e produtividade aumentaram 89%.

Outras categorias também continuaram a crescer a uma taxa mais lenta, como social e mensagens (42%), jogos (25%) e música, mídia e entretenimento (40%).

Os jogos ainda dominam a situação geral, representando 25% do tempo gasto usando aplicativos.

Anúncios de TV mantêm sua influência na Malásia

A Estudo da Nielsen mostra que a TV mantém uma forte influência sobre as decisões de compra na Malásia.

10% dos malaios classificam a TV como sua principal fonte de informações sobre produtos e pouco menos da metade (46%) dizem que os anúncios de TV exercem maior influência sobre suas decisões de compra, colocando-a em segundo lugar por trás de recomendações de familiares e amigos.

Quais dessas fontes afetam suas decisões de compra?

E-commerce indiano se afasta das guerras de preços

As marcas de comércio eletrônico na Índia começaram a se concentrar mais na criação de marcas em vez de anúncios que enfatizam os preços baixos, de acordo com um ex-diretor de marketing da Diageo India.

Santosh Kanekar delineado uma progressão de três estágios em publicidade:

  1. Descontos
  2. Rational value proposition.
  3. Brand-led approach (e.g. Coca-Cola, Apple).

He suggested that India’s ecommerce firms were largely still stuck in phase one and had so far failed to build an emotional connection with their customers.

Rural Indians take to social

Social media usage in rural India has doubled in the past year, albeit from a very small base.

A study by the Internet and Mobile Association of India shows that 25m people in rural India now use social media, compared to 118m of those in the urban population.

College students make up 34% of the social media population, while six in ten users access social networks using a mobile device.

Chinese cross-border ecommerce predicted to grow

A new study by Accenture and AliResearch predicts that China’s cross-border ecommerce will increase more than ten-fold to $245bn by 2020.

Global cross-border ecommerce transactions are set to reach $994bn in the same period, a massive increase from $230bn in 2014.

The report also predicted that there will be 200m Chinese online shoppers by 2020 out of a global total of 900m.

Global cross-border B2C volume 2014-2020

Chinese look online

Um novo study from PwC shows that the internet has become the main engagement and transaction channel for Chinese people.

The survey found that 85% of Chinese consumers choose a digital channel as the first step for product research.

Furthermore 86% of Chinese respondents said they had showroomed – i.e. browsing in-store before buying online – compared to 68% globally.

Você recebe o que você paga

A survey of mobile users across APAC found that respondents were largely willing to pay extra for improved network performance.

Just over half of respondents (56% vs. 45% globally) said they would pay extra for better coverage and for faster downloads (56% vs. 42% globally).

Almost a third said they would pay for a time-limited speed increase in order to stream a film or watch a live event.

Internet to dominate Aussie adspend

A new report suggests that the internet will account for just over half (51%) of adspend in Australia by 2019, up from 34% in 2014.

This includes all forms of online media, such as display, search and video. In real terms this represents $8.2bn of adspend.

Thais load up YouTube

YouTube’s push into Thailand has already had a big impact, according to the country head of Google Thailand.

After launching a dedicated Thai homepage earlier this year, Ariya Banomyong said that watch time has increased by 110% and there has also been a 50% uplift in the number of videos being uploaded by partners and creators.

Furthermore, around half of YouTube usage in Thailand takes place on mobile.

Multichannel in Singapore

And finally, here’s an infographic from Flipit.com that gives an insight into Singaporean shopping habits…

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