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All you need to know about the digital usages in Singapore: commerce, social medias, internet players, consumer facts
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2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 1
SingaporeDigital Landscape
Overview
1. Internet and Mobile users2. Social Media3. E-Commerce
Source Photo : http://afphongkong.afpnet.org/
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 2
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 3
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 4
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?
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 5
Singapore: Overview
Singaporeans are using their phone more than any other East Asian Country
Which device do they use to connect themselves?
Source: Nielsen Singapore report 2011
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 6
Singapore: Overview
As a result, Singapore is ranked first in both free and regular use of mobile phone applications
What about there app consumption?
Source: Nielsen Singapore report 2011
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 7
I. Internet Users
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 8
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?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 9
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?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 10
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 +
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 11
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
News
Search
IM
Private msg on SN sites
What are they doing?
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 12
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 13
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 14
I. Internet & Mobile Users
Source: Comscore, Wikipedia
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 15
I. Internet & Mobile Users
Source: Comscore, Wikipedia
0
25
43%
24%
50
75
100
Online Video Viewing by Markets July 2010
200
6 3 5 4 2
China Japan Australia Malaysia Hong Kong Singapore
Singapore is still ranked 2nd at reaching web population
What about Online Videos?
1
% ReachWeb Pop
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 16
I. Internet & Mobile Users
Source: Comscore, Wikipedia
0
25
43%
24%
50
75
100
Online Video Viewing by Markets July 2010
200
5
2 34
6
Videos perviewers
China Japan Australia Malaysia Hong Kong Singapore
Singaporeans watch less videos than other among Asian country
What about Online Videos?
1
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 17
I. Internet & Mobile Users
0
5
43%
24%
7.5
10
20
15
Online Video Viewing by Markets July 2010
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
China Japan Australia Malaysia Hong Kong Singapore
How long are they watching Videos?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 18
I. Internet & Mobile Users
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
What about Online Videos?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 19
II. Social Media
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 20
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 21
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 22
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 23
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 24
III. E-commerceM-commerce
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 25
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).
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 26
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?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 27
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?
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 28
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 29
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 30
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 31
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 32
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 33
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 34
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 35
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
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 36
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