Singapore digital ecosystem by LAtelier BNP Paribas

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SingaporeDigital Landscape

Overview

1. Internet and Mobile users2. Social Media3. E-Commerce

Source Photo : http://afphongkong.afpnet.org/


Singapore: Overview 2013

5.353,494 Million People

•4.015,121 Million Internet Users

• 86% Internet Penetration

• E-commerce Market Size : 3.08 Billion $

• M-commerce Market Size : 1.2 Billion $

Source: China internet stat Singapore 2013; PayPal report


Singapore: Overview%

Smartphone

85%

20122011 2012

23%

59%

2011

Desktop PC2011 2012

74%

Laptop

104%86% 93%79%

2011 2012

Tablet

Source: Nielsen Singapore report 2011


Singapore: Overview

32%

43%

53%

35%34%

45%

80%

15%

36%

52%

64%

31%

Daily several time per week

Frequency of Internet use

Indonesia Malaysia Philippin Singapore Thailand vietnam

Singapore is ranked 1st highest daily Internet frequentation in South East Asia 2011

How often Singaporeans connect themselves?



Singapore: Overview

Singaporeans are using their phone more than any other East Asian Country

Which device do they use to connect themselves?


82

92 90 8882

95

36

87

63

93

81

30

73 73

53

79

63

21

Indonesia Malaysia Philippines Singapore Thailand Vietnam

Device ever used to access internetDesktop PC Notebook/Laptop/Netbook Mobile phone


Singapore: Overview

As a result, Singapore is ranked first in both free and regular use of mobile phone applications

What about there app consumption?


35

8

61

72

50

71

54

8380

85

75

61

29

37

27

50

36

25

Indonesia Malaysia Philippines Singapore Thailand Vietnam

Use of Mobile Phone Applications

Regular Free Paid


I. Internet Users


I. Internet Users

Source: World Internet Statistic 2013

1

75%78%

79.5%82.5%

Greenland

Bermuda Canada SKorea Japan USA Brunei Singapore

2 3 4

90.1%88.3%

83%

5 6 7 8

Singapore is ranked 8th highest Internet Penetration Worldwide in 2012

0%

25%

50%

75%

100%

Internet Penetration Worldwide

How is Singapore doing in term of connection?


I. Internet Users

Source: World Internet Statistic 2013

24%

South Korea Japan Brunei Singapore Macao

2 4 53

63.4%

75%78%

79.5%82.5%

0%

25%

50%

75%

100%

Singapore is ranked 4th highest Internet Penetration in Asia in 2012

Internet Penetration in Asia

1

How is Singapore doing in term of connection?


I. Internet & Mobile Users

Source: rockpublicity 2013

Users age15-34 years old are the most engaged segment

Internet demographic breakdown

15-24

4.015,121

25-34 35-44

63.1%19.6%

7%

6%

50% 50%

Who are they?

45-55 55 +


67%

I. Internet UsersI. Internet Users

Singaporeans are mostly browsing there mails and checking for News

96%

86%

81%

70%

Top five online activities conducted on at least a weekly basis

E-mail

News

Search

IM

Private msg on SN sites

What are they doing?



I. Internet UsersI. Internet & Mobile Users

Trans-media Consumption

24%

37%

75%

@

@

Watch TV and Use Internet Use Internet and listen to the radio

Source: Nielsen

In the meantime?

Singaporeans combine most of the time Internet consumption with TV cunsumption


I. Internet & Mobile UsersWhat about Online Videos?

SINGAPORE OVERALL RANKING

Source: Comscore, Wikipedia

2/6At Reaching Web

population

3/6At Hours per Viewers

6/6At Unique Viewers &

Video per Viewer

PLAYERS RANKING6- Malaysia5- Singapore4- China3- Australia2- Hong Kong1- Japan

RANK

5/6

Singapore is ranked 5/6 in terms of online video streaming




0

25

24%

150

75

100

Online Video Viewing by Markets July 2010

2

3 4

200

Unique Viewers (000)

China Japan Australia Malaysia Hong Kong Singapore

What about Online Videos?

5 6




0

25

43%

24%

50

75

100


200

6 3 5 4 2


Singapore is still ranked 2nd at reaching web population


1

% ReachWeb Pop




0

25

43%

24%

50

75

100


200

5

2 34

6

Videos perviewers


Singaporeans watch less videos than other among Asian country


1



0

5

43%

24%

7.5

10

20

15


16.8

7.1 4.6

12.7 10.4

1st

2nd3rd

Source: Comscore Video Metrix 2010

Singapore is ranked 3rd in terms of hours per viewers


How long are they watching Videos?



Source: Comscore Video Metrix 2010

Singaporeans are streaming the longest videos

52 Min 49 Min 49 Min

44 Min 42 Min 42 Min

APAC Live, VOD time per play by country Q1 2013

Live Time per play



II. Social Media


II. Social MediaWhat are Social Media in Singapore?

Source: Comscore Media metric April 2012

SNS in

201374%

SNS in 201268.1%

When Singaporeansbuy things

42% research on SNS first

51.2%use SNS to

make a decision


II. Social Media

Source: Global Index

40%

30%

74%

64%

73%

66%

80%

61%

77%71%

65%61%

Ever Regular (monthly)

Proportion of digital consumers visiting forums: ever vs. monthly

Indonesia Malaysia Philippin Singapore Thailand vietnam

What about forums?

Singaporeans spend more time than other countries on forums


II. Social MediaWho are the top 5 Media Channels?

Facebook ,3.50 M Users

Youtube, 4.25M Users

Twitter, 2.79M Users

Source: Infographic.sg ; rockpublicity

Linkedin, 522 K Users

Pinterest, 197K Users

67.5%

53.8%

82%

12.5%

3.8%

2013


II. Social MediaWhat about top SNS Websites?

82.2%

74.4%

50.9%

50.7%

46.2% 54

123

Top 5 Websites (% Reach)

Source: Burson Marsteller Asia Pacific


III. E-commerceM-commerce


III. E/M-commerceHow is E/M-commerce doing in Singapore?

Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013”

86%

Mobile Penetration

151.8%

No:1Internet Penetration

Singapore is the most connected city-state in the world ( Ranked 1st).


Source: Paypal; l’Atelier

I. Internet Users

APAC E-commerce/M-commerce comparison

III. E/M-commerce

43%

E-commerce

M-commerce

China Japan South Korea

Singapore’s Ranking

5/6

Taiwan Singapore Hong Kong

3/6

Singapore is just behind the Asian big players

Where is Singapore compared to others?


III. E/M-commerce

812 Million $

3.1 Billion $

Source: rockpublicity.com

E-commerce

Mobile commerce

2012

M-commerce represent 26% of e-commerce, generating around 812 Million $ revenue in 2012

1.3 Billion $

4.4 Billion $

2013E-commerce

Mobile commerce

+37%

+29%

What is the forecast?


III. E-commerce

Source: Paypal

Online shopping is more than Traveling and Booking, it also is fashion and beauty purchases

SG onlineSALES

3.1 Billion $

What are they buying?

Travelling booking

FashionBeauty

Entertainment life style

IT/Electronic

General Insurance

Giftscollectibles Others

28%

13% 13% 11% 8% 7%

20%

$ 307 M 146 M 143 M 117 M 75 M83 M 229 M


III. E-commerce

Source: Techinasia

40% of Singaporeans are shopping on their local E-commerce platforms

SG onlineSALES

3.1 Billion $

37.4%Local

420 Million $

Where Are they shopping?

Most popular local E-com

LuxuryC

osmetic

BooksG

rocery


III. E-commerce

Source: Paypal

Despite the 60% overseas shopping trend, local merchants can benefit from the growth in domestic onlinespending by improving there product choice and selection of goods.

35%

42%

44%

48%

58%

Strong Singapore Dollar

Better discount

Less expensive

Greater choice

Unavailability

Why Shopping overseas?420

Million $Let room for local growth

Why shopping outside?

SG onlineSALES

3.1 Billion $

62.6% overseas

40%Local


SG onlineSALES

3.1 Billion $

III. E-commerce

Source: Paypal

Singapore most popular overseas E-retail are Amazon USA and Qoo10 from Korea

62.6% overseas

23% 14.7%

Which one is there favorite?

1st 2nd


SG onlineSALES

3.1 Billion $

III. E-commerce

Source: Paypal

The major trade destination for Singapore's online stores is China, then Hong Kong

China Hong Kong Japan Australia

+68% +55% +22% +20%

Where do Singapore online stores sells too?

62.6% overseas


III. M-commerce

Source: Experian Singapore report 2013

Nine out of ten Singaporeans own a Smartphone, and 39% of the population chose their mobileover a laptop to browse the Internet. To support this, the nation boasts a wireless broadbandpenetration rate of 162%, and a mobile penetration rate of 150%

Why is Mobile Marketing interesting in Singapore?

39%Use Smartphone over Laptop to access internet

9/10 SG have an Smartphone

39%

150%

9/10

162%

@

MOBILE MARKETING

150%Mobile

Penetrationrate

162%BroadbandPenetration

rate


III. M-commerce

Source: experian.com singapore 2013

11%

20%

20%

13%

36%

This is not part of our marketing plan

Discussing the idea internaly but no decision yet

Have a strategy but hasn't taken action yet

Have implemented one mobile or SMS campaign to test success

Have implemented a successful campaign and have incorporated mobile as a regular marketing channel

Testing the Water: Mobile marketing Who is doing it?

36% of Singapore’s marketer have implemented a successful mobile campaign

Company’s involvement into Mobile Marketing


III. M-commerce

Source: experian.com Singapore 2013

68%

50%

49%

46%

35%

31%

29%

22%

11%

4%

4%

QR codes

E-mail marketing optimised for mobile

M-commerce sales

SMS campaigns

Moblie-optimize website

MMS Campaigns

Location-based mobile services

Custom apps

In-app ads

Mobile tickets or barecodes

do not currently use any of these tactics

Testing the Water: Mobile marketing Who is doing it?

QR codes are most used among Mobile Marketing Tactics

QR code are most likely to

be abandoned in the

upcoming 12 month


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Singapore digital ecosystem by LAtelier BNP Paribas