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

Wechat

• 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.

Facebook

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