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SOUTH-EAST ASIA’S 1 YEAR TREND:
SOCIAL MEDIA’S
GROWING PAINS
Social media gets bigger and more complicatedSocial media gets bigger and more complicatedSocial media gets bigger and more complicatedSocial media gets bigger and more complicated
More companies invested in managing their own social
media profiles
23% of digital time spent is social now
39m pages viewed monthly
Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are ready for social media)ready for social media)ready for social media)ready for social media)
Paradigm mall responds cheekily and got lashed out by public over it’s social response.
Lack of conscious understanding of language and maturity in response.
Clients are asking for more accountability on Social Clients are asking for more accountability on Social Clients are asking for more accountability on Social Clients are asking for more accountability on Social spacespacespacespace
click on a graph
to view it
(click on it again before
clicking on another)
TREND OF LIKES & COMMENTS FANS POST TRENDFAN TRENDPOST FORMAT SCORE TRENDKPIGENERAL PAGE INFO
MESSAGES TYPE OF ENGAGEMENTFANS LANGUAGEPEAK OF FANS FANS GENDER PROFILEPEAK OF POSTSPOSTS AVERAGE LIFE TIME
ACTIVE USERS
KEYWORDS
ENGAGEMENT RATE TREND
ENGAGEMENT RATE/CM POST
TALKING ABOUT TREND
QR CODE REWARDS
DIGITAL STAMPING
QR Code adoption is increasing, with Japan and Korea leading
Source: GWI (Wave 6)
Southeast Asia markets are slowly but surely embracing it.
QR codes in advertisements are increasing in Indonesia, Thailand and Singapore
QR codes are now gateway to collating loyalty points via mobile apps
Digitalised way of collecting loyalty points
Since Nov 2011, launch of apps like Perx, PointPal, Squiryl, GSpot and Hachicode record and consolidate loyalty points from selected merchants
Reputable merchants have come onboard, including Subway, Coffee Bean and Salad Stop
RETURN TO
NOSTALGIA
Revival of the pastThe tsunami in Japan, floods in Thailand and Philippines, typhoons in Taiwan… We just want to hide away to a happier more comforting time.
Communities forming to preserve sites either by protesting or taking photographs for archiving
Proliferation of photo apps that make photos look like days of yore, like Instagram, Nostalgio, 8mm Vintage Camera, PhotoBooth and Asia-created apps like Mei Tu
Resurgence of cycling and bicycles, with bike events and lifestyle shops popping up
Events centered around the 80s, featuring past toys, stationary and books.
Instagram’s popularity surged by 8,121% in Singapore and 132 % in Hong Kong.
CONTENTBECOMES CHEAPER
AND AUTHENTIC
Viral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funny
Source: Youtube, https://www.facebook.com/pages/Malaysia-Viral-Videos/335900156449595
My Generasi generated 1.74mil views so far
Only in Malaysia generated 2.84mil views so far KFC video generate 462k views
Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) generated 940k views
Everyone is Everyone is Everyone is Everyone is a producera producera producera producer
The good, the The good, the The good, the The good, the bad, the uglybad, the uglybad, the uglybad, the ugly
Content x Context x Technology:Content x Context x Technology:Content x Context x Technology:Content x Context x Technology:New spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about today
33 million views monthly
Technology multiplies passions
in Sports
Social spaces fuels rise of Indie Music scene
Leveraging on Celebrity influence
Growth of vernacular channels for race specific targeting
400k active users monthly
MEET ME OUTSIDE
THE BOX
Image credits: Inside Out Project/ via Time Out Kuala Lumpur
While long locks and fair legs are still expected at mainstream advertisements, people start to desire for more risque, unique, and out of the box campaigns.
The trend has started to show its existence at Pasar Seni, Kuala Lumpur. On the long stretch wall by Pasar Seni previously filled with artsy graffiti, are a series of pictures promoting interracial marriage – The Inside Out Project.
‘I want people to realise that we’re no different because of our physical attributes and that we’re all mixed as human beings,’ said Nadzirah Hashim, a young marketing graduate, writer and photographer who led the project (as quoted by Time Out Kuala Lumpur)
30th August, 1 Malaysia Jam Graffiti - Klang River, Central Market Kuala Lumpur. More than 20 groups/individual person participate this graffiti-jam
Malaysian Government hired Graffiti artists to paint the walls of PasarSeni Canal as part of the beautification process.
HONDA Malaysia hired Graffiti artists as part of its campaign “Naturally Driven” about Hybrid cars.
SOUTH-EAST ASIA’S 3-5 YEAR TREND:
THE NEW SHOPPING MALLMOBILE SHOPPING
Mobile shopping in Asia facilitated by existing comfort with online shopping and rapid mobile penetration
Source: http://www.masterintelligence.com/Mobileshopping.jsp
Explosive growth in smartphone and tablet ownership
Retail operations have to provide digital options in order not to be left behind
Shopping online on desktops have become commonplace
Global players and governments have been developing mobile wallets for a cashless and cardless world
Source: The Business Times, Singapore, 5 August 2012
Google Wallet, a virtual wallet that credit and debit cards, offers, and rewards cards is already available in USA.
Paypal also launched a mobile system connecting existing PayPal account to their mobile device and fund purchases by entering their phone number and PIN code into the retailer's point-of-sale terminal.
Singapore’s Information and Development Authorities is leading the mobile wallet project, with all the telcos, national bank (DBS) and transportation payment bodies (EZ-Link) part of the consortium
In Korea, commuters photograph the groceries they want on the subway walls. Tesco then delivers it to their homes.
DESIRE FOR
LUXURY
Emerging Asian markets growing in affluence
Urbanisation in developing markets influencing consumer demand. Urban dwellers are more brand-consciousHigher Disposable Income
Annual disposable incomeAnnual disposable incomeAnnual disposable incomeAnnual disposable income 2007200720072007 2011201120112011 % Diff% Diff% Diff% Diff
(Current Price) - Per HH 2007 vs 2011
Asia Pacific (US$) 8,412 12,416 48%
China (RMB) 39,630 63,520 60%
Hong Kong (HK$) 567,949 643,626 13%
India (Rs) 181,736 303,949 67%
Indonesia (Rp) 41,066,665 60,546,096 47%
Japan (¥ ) 6,318,012 6,051,114 -4%
Malaysia (RM) 53,175 66,594 25%
Philippines (Ps) 284,472 364,114 28%
Singapore (S$) 109,018 119,044 9%
South Korea (Won) 35,071,267 40,144,567 14%
Taiwan (NT$) 1,184,029 1,192,464 1%
Thailand (Bt) 307,661 357,934 16%
Vietnam (VND) 40,096,740 84,292,724 110%
Australia (A$) 88,234 107,829 22%
Vietnam, India, China and Indonesia seeing the most significant growth
THAILANDTHAILANDTHAILANDTHAILAND: Urban population increased from 32.6% of the total population in 2006 to 34% in 2010. The influence of urbanisation was seen in the growing demand for condominiums and apartments in contrast to traditional Thai homes.
INDONESIA: INDONESIA: INDONESIA: INDONESIA: Increasing urbanisation of Indonesia has resulted in many consumers leading busier, more fast-paced lifestyles
MALAYSIA: MALAYSIA: MALAYSIA: MALAYSIA: Between 1970 and 2010, the number of urban dwellers had grown from three million to 18.4 million. Urban consumers will be more prone to indulge in the purchase of luxury goods and premium services in order to project images of wealth
Source: Euromonitor
Stronger desire for luxury items, with Asian spending predicted to double
Source: Bain & Company Global Luxury Study, 15 May 2012
30% of global luxury sales now occur within emerging markets
Findings from Global Luxury Study:
Average age of Asian luxury consumers is decreasing steadily
Women are encroaching on traditional male purchases (business attire, luxury watches), as women’s spending becomes increasingly independent
Luxury product usage has crept in to more casual occasions
Source: http://www.asianconversations.com/AsianConsumer.php
Asia now: 28%of world’s middle classAsia in 2020: 56%Asia in 2030: 70%
Findings from Asian Consumer Study:
Asia now: Middle class just 23% of total consumer spending.
Asia in 2020: 42%Asia in 2030: 54%, more than five times
that of North America
FINDING LOVE ONLINE
LOVE 3.0
Asians are marrying later or not at all
The mean age of marriage has risen by 5 years in some countries in 30 years
% of unmarried women in their 30s in Japan, Taiwan, Singapore and Hong Kong has spiked.
Source: Asia Research Institue via The Economist 20 August 2011
Governments are actively trying to encourage lovewhilst young adults turn to social sites and apps
Government body created to matchmake singles in Japan, Singapore, Seoul and Taiwan, which have
some of the lowest birth rates globallyMthly Searches for 'Singles'Mthly Searches for 'Singles'Mthly Searches for 'Singles'Mthly Searches for 'Singles' Mthly Searches for 'Dating'Mthly Searches for 'Dating'Mthly Searches for 'Dating'Mthly Searches for 'Dating'
Global 20,400,000 7,480,000
Malaysia 165,000 22,200
Phillippines 49,500 301,000
Indonesia 22,200 90,500
Singapore 18,100 74,000
Taiwan 12,100 18,100
Taiwan 9,900 14,800
Hong Kong 8,100 33,100
Asians are going online to look for prospective partners
Source: Google AdWords for Asia 2012
VIDEO
SHAPE SHIFTING
Astro cable tv launches Astroon-the-go streaming video across multiple platforms
Google officially launches Youtube in Malaysia
Maxis launches IPtv
12am Previous night
on TV
1am Right before bedtime
830am On the way to
work
1230pm During lunch
break
730pm At friends place
Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all
the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of
content is now ubiquitously available across multiple content is now ubiquitously available across multiple content is now ubiquitously available across multiple content is now ubiquitously available across multiple
screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just
play…pause…play..pause…play.play…pause…play..pause…play.play…pause…play..pause…play.play…pause…play..pause…play.
Astro, a cable TV in Malaysia launches NJOI with one time set up fee offering free pay TV without Media Prima channels.
42% of digital consumers across Malaysia and SingaporewatchTV from unofficial sources.
Digital consumers in Malaysia spend more time accessing the internet than any other media at 20 hours per week. This is almost double the amount of time local consumers spend watching broadcast TV at 11 hours per week.
62% of digital consumers stream videos across multiple platforms on a weekly basis
Source: AC Nielsen digital consumer report, Press releases, Youtube research
Youtube Unique Visitors / month
7.7M7.7M7.7M7.7M
% Reach 66.3%66.3%66.3%66.3%
Avg Daily Visitors 1.5M1.5M1.5M1.5M
Avg time spent per day 25 minutes25 minutes25 minutes25 minutes
Avg time per session 13.5 minutes13.5 minutes13.5 minutes13.5 minutes
New platforms continues to dilute attention of New platforms continues to dilute attention of New platforms continues to dilute attention of New platforms continues to dilute attention of consumersconsumersconsumersconsumers