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ONLINE BEHAVIOR ANALYSIS FOR ASIA TRAVELERS 2015
|CHINA|HONG KONG|TAIWAN| S.E. ASIA |
Prepared by Hester Lam Date: 20 Aug 2015
96.3% inbound travelers in
Macau are leisure travelers
Among leisure traveler,
95% from Asia
_____Top 5 Markets_____
1. China (67%)
2. Hong Kong (20%)
3. Taiwan (3%)4. Korea (2%)
5. S.E Asia (4%)
ChinaHigh income groups in Beijing, Shanghai, Guangdong Regions
SOURCE: MACAU GOVERNMENT OURIST OFFICE, 2014
INSIGHT : INBOUND TRAVELERS IN MACAU
• Different countries have different online behaviors.
• Online behavior research would help to understand the target
customer, and formulate effective digital strategy to reach them
and create leads
• The analysis will cover 4 markets: China, HK, Taiwan, and S.E. Asia
• To explore 4 areas of online activities in different countries
• Communication Device
• Search Engine
• Social Media
• Online Behaviors
ONLINE BEHAVIOR RESEARCH
Target Market 1
China
INSIGHT : COMMUNICATION DEVICE |CHINA|
• Mobile would be the key channel for eCRM in China market. 519.7 million
active smartphone users, 386 million active Android users, 81% of Chinese
use mobile to go online
• Email marketing is not the effective promotional tool for China people, as
people rarely check their email as frequenct as HK and Taiwan people, except
for business travelers (Source: CNNIC, 2014). People in China use mobile SNS
(i.e. Wechat, QQ, Qzone) for daily communication with others.
• If we target at China travelers, the web / mobile sites have to support their local
browsers in China for user friendliness.
• Top 6 web browsers in China: IE, Chrome, Sougou, Cheetah, QQ Browser
and 2345. Among them, IE with a market share of 47.62% (Source: Baidu, Aug 2014).
• Top 3 mobile web browsers in China: Android mobile browser, UC browser
and QQ mobile browser (Source: CNZZ, Aug 2014).
INSIGHT : SEARCH ENGINE |CHINA|
• Search marketing places a key role for
brand awareness and acquisition. Search
engine users in China has reached 507
million in 2014
• Baidu is No. 1 search engine in China,
followed by 360, Google & Sogou. Baidu
with large user base and high web traffic
provides advertisers a broad reach of mass
market and optimal monetization results.
(Source: China Briefing, 2015; CNNIC,2014)
INSIGHT: ONLINE BEHAVIORS |CHINA|
• 71% of netizen live in cities, especially in 1st
tier cities, such as Beijing, Shanghai,
Guangdong region (Source: CNNIC, 2014)
• M-commerce is on a rise, Taobao & T-mall are
major ecommerce portal in China, most
shoppers aged <39
• The most active shoppers from Shanghai (12%
of the total) and Beijing (11% of the total),
followed by Hangzhou, Guangzhou, Shenzhen,
Chengdu, Nanjing, Wuhan, Tianjin and Suzhou.
• Among all online shoppers in China, mothers
groups are the most active buyers for baby
products (Source: TAOBAO,.COM, 2014).
Online Community of Professional & white collar
Source: http://www.tnooz.com/wp-content/uploads/2013/10/Chinese-travellers-
profile-analysis-4.png
INSIGHT: ONLINE BEHAVIORS |CHINA|
DAJIE LINKEDIN TIANJI
24M 4M 18M
INSIGHT : SOCIAL MEDIA |CHINA|
• There are many social media platforms in China, which are fragmented and sophisticated.
• Each media sub-category has at least 3 major players
• Social media has strong influent power on consumer communication and purchase decision.
• Social media user penetration vs. population in China are 45%
• Social media user penetration vs. netizens in China are 91%
INSIGHT : SOCIAL MEDIA |CHINA|
• Top 3 social platforms: Wechat, Sina Weibo, Qzone
• 46% of Chinese social network users use both
Weibo and Wechat
• Users of Sina Weibo is younger than WeChat users,
as the figures show that > 50% of Weibo’s users
were born after 1990 (now are aged 25+)
• SNS plays another key role for people’s daily
communication. Top 2 SNS players in China are QQ and
• Viral video campaign is an effective way for campaign
promotion to reach Chinese customers
• There are at least 428 million online video viewers
in China, 58% watched video via mobile
• Key online video channels: Youku, Tudou, QiY, Letv
• 200 millions monthly unique visitors of Douban (an
interest-based SNS), 1/3 of movie viewers in China are
Douban users
INSIGHT: SOCIAL MEDIA |CHINA|
Target Market 2
Hong Kong
INSIGHT : COMMUNICATION DEVICE |HK| • Tablet & Mobile would be key channels for eCRM in HK market.
• Hong Kong is one of the regions with highest internet & smartphone penetration rate.
• 6 in 10 people use smartphones, 55% subscribed to unlimited data plan, major of high data
users are aged 31-40
• As at Mar 2015, 12.25 millions were 3G/4G service customers, which can access the Internet
via mobile devices. (Source: HK OFCA, July 2015)
• HK people use mobile SNS such as WhatsApp, Facebook Messenger, & WeChat for communication
• Top 4 web browsers: IE, Chrome, Safari, Firefox ; Top 3 mobile web browsers: Android mobile
browser, Safari mobile browser, Chrome mobile browser
• Due to the growing trend of mobile usage, major growth in mobile apps are for photo sharing,
mobile chat and videos. In-app banner ads may be an effective way to reach target game players
• Increase demand for streaming videos on mobile, leading Hong Kong broadcaster TVB and pay TV
service providers, iCable and Now TV have launched their own app.
• 60% of Internet users are aged 35+, which is more mature than China.
INSIGHT: SEARCH ENGINE |HK|
• Top search engine are Yahoo, Google,
MSN, Baidu
• Compared with Yahoo search users, the
users of Google search is more mature
in age, well educated, executive or
professional
• Most common online search activities
are : online news, search information,
online music, video, and games
• Ecommerce is in the increasing trend, esp. for Group purchase, Booking
hotels and travel packages, and Taobao. 23% of interviewees claimed
having experience in purchasing online
• M-commerce, Social-ecommerce and mobile apps are new trends to
acquire & retain customers and covert sales
• Email marketing is still an effective way to reach HK people, over 80% of
Hong Kong Internet users have habits to browse online everyday, and
86% check emails everyday
INSIGHT: ONLINE BEHAVIORS |HK|
Male is more keen to shop
online for IT product and
digital content, active in
download activities, reading
online news as well as playing
online game chat room and
forum
Female is more keen to shop
online for fashion, beauty and
accessories, active in online
social network (e.g. blog ,
forum & web community) &
share news with friends.
INSIGHT: ONLINE MEDIA |HK| The Media ROI of digital, mobile ads and video advertising are
much higher than traditional media
High traffic online portals for target segment
• for Mass segment: Discuss & Uwants forum
• for Male-skewed segment: RingHK, Golden, Price.com
• for F&B lover: Open Rice.com, hk.asiatatler.com
• for Family with kids: babykingom.com, supermami.com.hk
• for OL & modern moms: She.com, Beauty Exchange
• for upscale male segment: CarPlus, Men Uno.com
• for well–education working adults: news & video portal / Media App of
TVB, NowTV, Oriental Daily & Apple Daily
Viral video campaign is proofed to be an effective mean to create a great market noise and lead conversions.
INSIGHT : SOCIAL MEDIA |HK|
• 4 major players of social platforms in HK: YouTube, Facebook, Instagram, WeChat
• 3 popular SNS: Facebook Messenger, WhatsApp, and WeChat play the key role are
popular for daily communication
• 64% of HK population are Facebook users among which 44% are aged 21-45 and
most users use mobile to check Facebook everyday
• Facebook combined with Instagram & YouTube are common used for commercial
promotion
Target Market 3
Taiwan
INSIGHT: SEARCH ENGINE |TAIWAN|
• Top 3 search engine: Yahoo, Google, MSN
• Local search portals with high traffic are
YAM.com, udn.com, PC Home
• Most common online search activities are :
search news, online shopping, games, videos,
music
• Compared with HK ,Taiwanese (47%) are more active for Ecommerce &
online shopping
• Email marketing is still an effective way to reach Taiwanese, 75.4% of
Internet users check emails
• Other common online activities are: browsing online, SNS, reading news,
blogging, watching video, playing games, shopping
• Taiwan people are addicted to mobile game, number of game apps
download is the top of Asia.
• Taiwanese love blogging, some popular local blogger platforms are
PIXNET, Wretch, Yahoo
INSIGHT: ONLINE BEHAVIORS |TAIWAN|
• An Internet user survey in Taipei (CAN June 17, 2014)
• 96.2 % of interviewees use social media weekly
• 54.7 % use multimedia sharing platforms
• 39.6% use discussion boards
• 28.9% use blogs
• 15.5% use micro blogging sites
• 13.8% use photo-sharing platforms.
• Most popular video sharing sites
1. YouTube (96.5%)
2. Tudou (23.6%)
3. PPStream (20.3%),
4. Yahoo Screen/Movies (19.5%)
5. Xuite Vlog (17.7%).
INSIGHT: ONLINE BEHAVIORS|TAIWAN|
• Top local community & blogger platforms:
1. Pixnet (20.7%)
2. Xuite (12.7%)
3. Plurk (8%)
• Most popular local forums
1. Mobile01 (51.4%)
2. PTT (51.2%)
3. Yahoo Knowledge (46.2%),
4. Eyny (35.5%)
5. CK101 (23.4%).
(Remark: The online survey was conducted over the month of March 2014 and collected
2,187 samples with a 95 % confidence level and a margin of error of 2.1 %)
INSIGHT : SOCIAL MEDIA |TAIWAN| • Top 2 social media : Facebook (41%
penetration rate), LINE (33% penetration
rate)
• Most popular video platform: YouTube;
Top blogger platform: PIXNET
• Reasons for Taiwanese users to use
online social networking platforms
1. keeping in contact (82.8%)
2. following online friends and
bloggers (46.4%)
3. following fan groups and other
pages (35.1%)
4. following their favorite brands
(33.1%)
5. finding information on celebrities
(28.4%)
INSIGHT : SOCIAL MEDIA |TAIWAN|
Top 10 Facebook page in
Taiwan for our reference
for content localization,
targeting, campaign
design and social ads
campaign to converts
these fans to be our fans
Target Market 4
S.E. Asia
OVERVIEW : ONLINE POPULATION |S.E. ASIA| Population in S.E. Asia
Except for Singapore which online users are more
mature, the rest of S.E. Asian countries have > 60%
within this age group (<35 years old).
Singapore, Malaysia, Thailand have higher internet and mobile
penetration rate, which is more feasible to implement eCRM campaign
to those markets. People who are connected to the Internet via mobiles,
in general, have higher spending power. In any case, online consumers
here still prefer to shop, order and pay online via desktop than mobiles
OVERVIEW: ONLINE BEHAVIORS |S.E. ASIA|
• The key activities of Internet users in different
countries are similar, however, the media channels
are different from country to country. e.g. Facebook
is a key player in HK, Taiwan, Singapore, Malaysia,
but it is not common in Korea & China.
• Common activities in S.E. Asia are blogging,
watching video, photo sharing, social networking.
• Facebook is No.1 social media in Asia in term of market share and no. of
active users. 421 million users from Asian Pacific region, 57% users use
Facebook daily
• Facebook is seeing “a strong growth in engagement around the world”
• Facebook channels are still a good media to develop fans engagement
and lead conversion.
# Facebook user
in S.E. Asia
OVERVIEW : SOCIAL MEDIA |S.E. ASIA|
INSIGHT: SOCIAL MEDIA & ECOMMERCE |S.E. ASIA|
KEY Social Media in S.E. ASIA
Southeast Asian are active in social media. Facebook is the most
popular social media channel in Asia. The second popular is
RenRen which is mainly used in China Market
Study by Expedia revealed that social media plays an important
role in the destination choice of Asians.
Although Southeast Asian are active in social media, conversion-
rate from social media to e-commerce is low (conversion rates
0.008%).
• Singapore, Malaysia, Thailand have higher Internet and
mobile penetration rates, thus it is more feasible to
implement eCRM campaigns in those markets.
• Singapore and Malaysia markets are more mature. They have
similar consumer environment as Taiwan. Consumers are
familiar with online shopping.
• Other S.E. Asia countries often face similar challenge in e-
commerce businesses where consumers do not know how to
buy online.
Users
INSIGHT: SOCIAL MEDIA & E-COMMERCE |S.E. ASIA|
To encourage people in S.E.
Asia people to shop online, it is
recommended to provide very
clear online shopping guides
and procedures and give e-
coupon or discount offer to
attract online booking for event
tickets, hotel & travel package.
It is revealed that social media plays an important role
in the destination choice of Asians.
Thailand, Malaysia & Singapore people indicate they
are strongly influenced by social media on holiday and
hotel choice (Source: Expedia Study, 2014).
REFERENCE• http://www.forbes.com/sites/davelavinsky/2014/03/18/how-to-increase-conversion-rates/
• http://www.ehow.com/facts_7489548_soft-lead-vs-hard-lead.html
• http://insightpool.com/marketing-glossary-hard-leads-vs-soft-leads/
• http://finance.people.com.cn/BIG5/n/2014/1230/c66323-26297137.html
• http://hm.people.com.cn/n/2014/1219/c230533-26235769.html
• http://info.localytics.com/blog/the-anatomy-of-a-successful-in-app-messaging-campaign
• http://www.wttc.org/-/media/files/reports/economic%20impact%20research/countries%202015/macau2015.pdf
• http://www.chinainternetwatch.com/8757/top-web-browsers-china/#ixzz3jCDDW1mf
• http://www.chinainternetwatch.com/8757/top-web-browsers-china/#ixzz3jCCMNPv1
• http://www.chinainternetwatch.com/14222/taobao-ten-year-report-online-shopping-overseas/#ixzz3jCGIIsFK
• http://www.chinainternetwatch.com/8214/online-video-survey/
• http://www.marketingprofs.com/5/syrett10.asp#ixzz3jFeGqboU
• http://media.corporate-ir.net/media_files/IROL/18/188488/Baidu_20F_20150327.pdf
• http://www.china-briefing.com/news/2015/03/31/using-baidu-chinas-largest-search-engine.html#sthash.rUrt0Z1X.dpuf
~ THANK YOU ~
Contact me at: https://hk.linkedin.com/in/hesterlam
