Wearesocial 2012

SOCIAL, DIGITAL
AND MOBILE IN
ASIA
OCTOBER 2012
we are social
COUNTRIES COVERED IN THIS REPORT

BANGLADESH
JAPAN
PAKISTAN
BHUTAN
LAOS
PHILIPPINES
BRUNEI
MACAU
SOUTH KOREA
CAMBODIA
MALAYSIA
SINGAPORE
CHINA
MALDIVES
SRI LANKA
HONG KONG
MONGOLIA
TAIWAN
INDIA
MYANMAR
THAILAND
INDONESIA
NEPAL
VIETNAM
2
FOR FURTHER INFORMATION AND OTHER

REPORTS IN THE #SDMW SERIES, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
WEARESOCIAL.SG
3
THE REGIONAL PICTURE

ASIA-WIDE DATA AND STATISTICS
CURRENT POPULATION OF ASIA:
3,784,644,000
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012)
THATS MORE THAN
12 TIMES
LARGER THAN THE TOTAL
POPULATION OF THE USA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU
54%
OF THE WORLDS
POPULATION LIVES IN ASIA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012)
57%
OF ASIAS POPULATION
LIVES IN RURAL AREAS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011)
63%
OF THE WORLDS RURAL
POPULATION LIVES IN ASIA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011)
MORE THAN HALF OF

ASIAS POPULATION IS
UNDER 30
SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011)
10
MEDIAN AGE OF
PEOPLE IN ASIA:
29.55
SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011)
11
26%
OF ASIAS POPULATION
IS BELOW THE AGE OF 15
SOURCE: BASED ON DATA FROM THE UN AND THE US CENSUS BUREAU
12
OCT
2012
ASIA REGIONAL OVERVIEW

3,784,644,000
TOTAL POPULATION
1,033,688,491
INTERNET USERS
811,641,680
USERS ON TOP SOCIAL NETWORKS
43%
57%
URBAN
RURAL
27%
INTERNET PENETRATION
21%
SOCIAL NETWORKING PENETRATION
3,110,235,171
MOBILE SUBSCRIBERS
82%
MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE: WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON THE US CENSUS BUREAU (ACCESSED SEP 2012); URBANISATION: UN
(2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT; SOCIAL NETWORKS: SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY
(LATEST AVAILABLE DATA, SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (2012), ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT
13
INTERNET USERS IN ASIA:
1,033,688,491
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE
14
OCT
2012
83%
79% 78%
75%
69% 68%
61%
53%
GLOBAL
AVERAGE
40%
34%
32%
29%
27%
22%
19%
17% 16%
15%
12% 11%
10%
8%
BANGLADESH
LAOS
INDIA
MONGOLIA
SRI LANKA
PAKISTAN
CAMBODIA
NEPAL
BHUTAN
INDONESIA
ASIA
MALDIVES
PHILIPPINES
VIETNAM
THAILAND
CHINA
MACAO
MALAYSIA
HONG KONG
TAIWAN
SINGAPORE
BRUNEI
JAPAN
S KOREA
3%
1%
MYANMAR
36%
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY
OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE
15
OCT
2012
PAKISTAN
15%
BANGLADESH
INDIA
10%
HONG KONG
3%
THAILAND
36%
MALDIVES
29%
12%
SRI LANKA
MALAYSIA
83%
79%
SOUTH KOREA
JAPAN
40%
CHINA
34%
68%
69%
TAIWAN
32%
PHILIPPINES
VIETNAM
61%
75%
SINGAPORE
INDONESIA
22%
16
OCT
2012
538.0
INTERNET USERS (MILLIONS)
ASIA TOTAL:
1,034 MILLION
5.5
5.0
4.9
4.0
2.5
2.5
0.5
0.5
0.4
0.3
0.3
0.1
0.1
NEPAL
HONG KONG
SINGAPORE
SRI LANKA
CAMBODIA
LAOS
MYANMAR
MONGOLIA
BRUNEI
MACAO
BHUTAN
MALDIVES
16.1
TAIWAN
BANGLADESH
17.7
MALAYSIA
29.1
PAKISTAN
24.0
30.9
VIETNAM
THAILAND
33.6
PHILIPPINES
S KOREA
INDONESIA
JAPAN
INDIA
CHINA
40.3
55.0
101.2
121.0
GLOBAL TOTAL:
2,294 MILLION
17
OCT
2012
INTERNET USERS
CHINA
PAKISTAN
29M
121M
HONG KONG
5.5M
THAILAND
24M
31M
MALDIVES
0.1M
2.5M
SRI LANKA
MALAYSIA
101M
SOUTH KOREA
JAPAN
538M
BANGLADESH
INDIA
40M
4.9M
16M
TAIWAN
34M
PHILIPPINES
VIETNAM
18M
4M
SINGAPORE
INDONESIA
55M
18
45%
OF THE WORLDS INTERNET
USERS LIVE IN ASIA
19
NEW INTERNET USERS IN ASIA IN 2012:
102,000,000
20
(!
THATS EQUIVALENT TO THE

POPULATION OF THE PHILIPPINES
)!
21
NEW INTERNET USERS

IN ASIA EVERY MONTH:
11,350,000
22
(!
THATS EQUIVALENT TO ADDING

THE ENTIRE POPULATION OF
BELGIUM EVERY FOUR WEEKS
)!
23
GROWTH IN INTERNET
USERS IN ASIA IN 2012:
14%
24
AVERAGE TIME INTERNET USERS IN

ASIA SPEND ONLINE EACH MONTH:
VS
14.7
HOURS!
14.3
HOURS!
SOURCE: COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012
25
COMBINED, THAT ADDS UP TO MORE THAN
1,700,000 YEARS
SPENT ON THE INTERNET EACH MONTH IN ASIA
SOURCE: BASED ON COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012
26
Q1
2012
AVERAGE CONNECTION SPEED (MBPS)
SOUTH KOREA
15.7
JAPAN
10.9
HONG KONG
9.3
SINGAPORE
5.3
TAIWAN
3.9
THAILAND
3.3
GLOBAL AVERAGE
2.6
MALAYSIA
CHINA
PHILIPPINES
INDIA
2.0
1.5
1.2
1.0
SOURCE: AKAMAI TECHNOLOGIES, STATE OF THE INTERNET REPORT Q1 2012
27
69%
OF ASIAS NETIZENS
WATCH ONLINE VIDEO
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012
28
INTERNET USERS IN
ASIA WATCHED ALMOST
45,000,000,000
ONLINE VIDEOS IN
JUNE 2012 ALONE
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)
29
IF THEY WATCHED JUST 10 SECONDS OF EACH

VIDEO, THAT WOULD ADD UP TO MORE THAN
14,200 YEARS
WATCHING ONLINE VIDEOS IN JUST ONE MONTH
SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012)
30
JUN
2012
ONLINE VIDEOS WATCHED PER NETIZEN

JAPAN
243
HONG KONG
181
GLOBAL AVERAGE
159
SINGAPORE
158
VIETNAM
137
TAIWAN
102
MALAYSIA
95
CHINA
78
INDIA
77
PHILIPPINES
INDONESIA
69
54
SOURCE: COMSCORE VIDEO METRIX (AUG 2012). FIGURES REPRESENT THE NUMBER OF VIDEOS WATCHED PER INTERNET USER IN JUNE 2012
31
61%
OF INTERNET USERS IN
ASIA PLAY ONLINE GAMES
SOURCE: COMSCORE MEDIA MATRIX, AS CITED IN THE ADMA YEARBOOK 2012
32
64%
OF INTERNET USERS IN ASIA HAVE
PURCHASED A PRODUCT ONLINE
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012
33
COUNTRIES IN ASIAPACIFIC ACCOUNT FOR
31%
OF GLOBAL
E-COMMERCE REVENUES
SOURCE: EMARKETER (AUG 2012)
34
SOCIAL NETWORK USERS IN ASIA:
811,641,680
SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012)
35
ASIA IS HOME TO
50%
OF ALL THE WORLDS
SOCIAL MEDIA USERS
SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012)
36
OCT
2012
SOCIAL MEDIA PENETRATION
62%
56% 56%
54% 53%
45%
41%
36%
34%
GLOBAL
AVERAGE
29%
25%
23%
21%
18%
14%
N/A
MYANMAR
2%
BANGLADESH
3%
LAOS
4%
PAKISTAN
4%
CAMBODIA
5%
INDIA
6%
NEPAL
7%
SRI LANKA
9%
VIETNAM
BHUTAN
MONGOLIA
INDONESIA
ASIA
JAPAN
THAILAND
PHILIPPINES
MALDIVES
MACAO
CHINA
MALAYSIA
S KOREA
SINGAPORE
TAIWAN
HONG KONG
BRUNEI
11%
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)
37
OCT
2012
SOCIAL NETWORK PENETRATION

CHINA:
QZONE
PAKISTAN:
FACEBOOK
INDIA:
FACEBOOK
5%
MALDIVES:
FACEBOOK
34%
FACEBOOK
OTHER PLATFORM
7%
SRI LANKA:
FACEBOOK
HONG KONG:
FACEBOOK
2%
THAILAND:
FACEBOOK
MALAYSIA:
FACEBOOK
23%
SOUTH KOREA:
CYWORLD
JAPAN:
TWITTER
41%
BANGLADESH:
FACEBOOK
4%
53%
25%
9%
56%
56%
TAIWAN:
FACEBOOK
29%
PHILIPPINES:
FACEBOOK
VIETNAM:
ZING
45%
54%
SINGAPORE:
FACEBOOK
INDONESIA:
FACEBOOK
18%
38
OCT
2012
552.0
SOCIAL NETWORK USERS (MILLIONS)
ASIA TOTAL:
812 MILLION
4.0
3.0
2.9
1.8
1.4
0.7
0.4
0.3
0.2
0.2
0.1
0.1
N/A
BANGLADESH
SINGAPORE
NEPAL
SRI LANKA
CAMBODIA
MONGOLIA
BRUNEI
LAOS
MACAO
MALDIVES
BHUTAN
MYANMAR
7.2
PAKISTAN
HONG KONG
8.2
12.9
TAIWAN
VIETNAM
13.1
MALAYSIA
THAILAND
S KOREA
INDONESIA
INDIA
CHINA
16.8
29.9
PHILIPPINES
26.0
29.9
JAPAN
43.8
56.7
GLOBAL TOTAL:
1,627 MILLION
39
OCT
2012
SOCIAL NETWORK USERS

CHINA:
QZONE
PAKISTAN:
FACEBOOK
INDIA:
FACEBOOK
55M
MALDIVES:
FACEBOOK
0.1M
FACEBOOK
OTHER PLATFORM
1.4M
SRI LANKA:
FACEBOOK
HONG KONG:
FACEBOOK
3.0M
THAILAND:
FACEBOOK
MALAYSIA:
FACEBOOK
30M
SOUTH KOREA:
CYWORLD
JAPAN:
TWITTER
552M
BANGLADESH:
FACEBOOK
7.2M
26M
16M
8.2M
4.0M
13M
TAIWAN:
FACEBOOK
29M
PHILIPPINES:
FACEBOOK
VIETNAM:
ZING
13M
2.9M
SINGAPORE:
FACEBOOK
INDONESIA:
FACEBOOK
44M
40
SEP
2012
SOCIAL MEDIA USERS: ACTIVE vs. TOTAL
99%
97%
88%
88%
98%
82%
98%
80%
96%
95%
96%
79%
77%
75%
97%
91%
92%
78%
72%
63%
65%
63%
50%
INTERNET USERS WITH A SOCIAL MEDIA ACCOUNT
INTERNET USERS WHO HAVE UPDATED THEIR SOCIAL MEDIA ACCOUNT IN THE PAST MONTH
JAPAN
S KOREA
HONG KONG
SINGAPORE
INDIA
TAIWAN
VIETNAM
THAILAND
MALAYSIA
PHILIPPINES
CHINA
INDONESIA
43%
SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)
41
OCT
2012
TOP SOCIAL NETWORKS IN ASIA (USERS)

QZONE
552 M
TENCENT WEIBO
337 M
SINA WEIBO
324 M
FACEBOOK
RENREN
229 M
147 M
SOURCES: TENCENT, SINA, FACEBOOK, TECHINASIA; FIGURES FOR SOME NETWORKS REPRESENT TOTAL REGISTERED USERS, AND MAY NOT BE INDICATIVE OF ACTIVE USER NUMBERS
42
ASIA IS HOME TO MORE

FACEBOOK USERS THAN
ANY OTHER CONTINENT
SOURCE: SOCIALBAKERS (SEP 2012)
43
FACEBOOK USERS IN ASIA:
229,000,000
SOURCE: FACEBOOK (OCT 2012)
44
OCT
2012
FACEBOOKS DEMOGRAPHICS IN ASIA

55-64:
1%
45-54:
4%
35--44:
10%
65+:
1%
13-17:
16%
FEMALE:
42%
25-34:
27%
MALE:
58%
18-24:
41%
SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)
45
NEW FACEBOOK USERS

IN ASIA EVERY MONTH:
10,000,000
SOURCE: BASED ON DATA FROM SOCIALBAKERS (SEP 2012)
46
(!
THATS ABOUT THE SAME AS

ADDING THE POPULATION OF
SWEDEN EVERY FOUR WEEKS
)!
47
HOWEVER, FACEBOOKS
PENETRATION IN ASIA IS ONLY
6%
SOURCE: BASED ON DATA FROM FACEBOOK (2012) AND THE US CENSUS BUREAU (2012)
48
SEP
2012
80%
FACEBOOK vs. TWITTER IN ASIA

77%
72%
69%
67%
61%
59%
58%
57%
41%
35%
27%
25%
32%
29%
26%
21%
20%
22%
16%
9%
INDONESIA PHILIPPINES
MALAYSIA
VIETNAM
6%
TAIWAN
INTERNET USERS WHO HAVE USED FACEBOOK IN THE PAST MONTH
THAILAND HONG KONG
INDIA
SINGAPORE
INTERNET USERS WHO HAVE USED TWITTER IN THE PAST MONTH
S KOREA
JAPAN
SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)
49
ASIAS FEMALE NETIZENS SPEND
38%
OF THEIR TIME ONLINE
ENGAGING IN ONLINE DISCUSSIONS
SOURCE: TNS, AS CITED IN THE AMDA YEARBOOK 2012
50
60%
OF INTERNET USERS IN ASIA USE SOCIAL
MEDIA TO INFORM PURCHASE DECISIONS
SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012
51
28%
OF INTERNET USERS IN ASIA WOULD BUY A BRAND
BECAUSE A FRIEND LIKES IT ON SOCIAL NETWORKS
SOURCE: IPSOS VIA EMARKETER (JUL 2012)
52
THATS ALMOST
DOUBLE
THE FIGURE FOR INTERNET
USERS IN NORTH AMERICA
SOURCE: IPSOS VIA EMARKETER (JUL 2012)
53
81%
OF ASIAS TOP BRANDS
USE SOCIAL MEDIA
SOURCE: BURSON MARSTELLER
54
JUN
2012
SOCIAL MEDIA USE BY ASIAN COMPANIES
FACEBOOK
89%
TWITTER
66%
YOUTUBE
64%
LINKEDIN
40%
BLOGS
39%
PINTEREST
GOOGLE+
OTHERS
21%
13%
47%
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012)
55
75%
OF BRANDS IN ASIA RAN SOCIAL MEDIA
MARKETING ACTIVITY IN THE PAST YEAR
SOURCE: BUDDY MEDIA (JUN 2012)
56
JUN
2012
COMPANY OBJECTIVES OF SOCIAL MEDIA
CONTENT REACH
& AWARENESS
80%
INCREASE TRAFFIC
TO WEBSITE
64%
BETTER CONSUMER
INSIGHTS
MORE EFFICIENT
MARKETING
SALES & LEAD
GENERATION
CUSTOMER SERVICE
EFFICIENCIES
62%
46%
44%
42%
57
JUN
2012
WHERE SOCIAL SITS IN BUSINESS IN ASIA
88%
33%
MARKETING
CORPORATE
COMMS
30%
PUBLIC
RELATIONS
18%
6%
3%
CUSTOMER
SERVICE
HUMAN
RESOURCES
OTHER
58
JUN
2012
SOCIAL MEASURES OF SUCCESS IN ASIA
FANS & FOLLOWERS
82%
ENGAGEMENT
72%
AWARENESS & BUZZ
68%
AMPLIFY
MARKETING GOALS
50%
SALES, LEADS &

CONVERSIONS
50%
REACH OF BRAND
CONTENT
45%
59
MOBILE PHONE SUBSCRIPTIONS IN ASIA:
3,110,235,171
SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY OF INFORMATION
& COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)
60
OCT
2012
MOBILE PENETRATION
234%
214%
147%
140% 139%
130%
124%
118% 117%
110% 109% 106%
100%
94% 93%
GLOBAL
AVERAGE
88%
83% 82%
78% 78%
70%
63% 62%
45%
MYANMAR
NEPAL
PAKISTAN
BANGLADESH
BHUTAN
INDIA
CHINA
ASIA
LAOS
SRI LANKA
MONGOLIA
PHILIPPINES
CAMBODIA
JAPAN
INDONESIA
S KOREA
THAILAND
MALAYSIA
TAIWAN
BRUNEI
VIETNAM
MALDIVES
SINGAPORE
HONG KONG
MACAO
5%
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)
61
OCT
2012
MOBILE PENETRATION
PAKISTAN
62%
BANGLADESH
INDIA
78%
HONG KONG
63%
THAILAND
117%
MALDIVES
140%
88%
SRI LANKA
MALAYSIA
110%
106%
SOUTH KOREA
JAPAN
78%
CHINA
139%
214%
124%
TAIWAN
VIETNAM
94%
PHILIPPINES
118%
147%
SINGAPORE
INDONESIA
109%
62
OCT
2012
934.1
1,047.0
MOBILE SUBSCRIPTIONS (MILLIONS)
ASIA TOTAL:
3,110 MILLION
2.9
2.8
1.4
0.5
0.5
0.5
MYANMAR
MACAO
MALDIVES
BRUNEI
BHUTAN
13.4
NEPAL
MONGOLIA
15.0
CAMBODIA
5.5
15.3
HONG KONG
LAOS
18.9
SRI LANKA
7.8
28.9
TAIWAN
SINGAPORE
34.5
MALAYSIA
53.6
S KOREA
78.7
THAILAND
97.1
PHILIPPINES
118.3
PAKISTAN
101.6
127.3
VIETNAM
BANGLADESH
134.6
JAPAN
INDONESIA
INDIA
CHINA
270.0
GLOBAL TOTAL:
6,300 MILLION
63
OCT
2012
MOBILE SUBSCRIPTIONS
CHINA
PAKISTAN
118M
934M
HONG KONG
102M
THAILAND
79M
127M
MALDIVES
0.5M
19M
SRI LANKA
MALAYSIA
135M
SOUTH KOREA
JAPAN
1,047M
BANGLADESH
INDIA
54M
15M
29M
TAIWAN
97M
PHILIPPINES
VIETNAM
35M
7.8M
SINGAPORE
INDONESIA
270M
64
TOGETHER, CHINA AND INDIA ADDED
60,000,000
NEW MOBILE SUBSCRIPTIONS IN Q2 2012
SOURCE: ERICSSON TRAFFIC AND MARKET REPORT (AUG 2012)
65
(!
THATS MORE THAN THE

TOTAL POPULATION OF ITALY
IN ONLY THREE MONTHS
)!
SOURCE: BASED ON DATA FROM THE ITALIAN CENSUS (2011)
66
SMARTPHONE
PENETRATION IN ASIA:
22%
SOURCE: EMARKETER (AUG 2012)
67
THAT EQUATES TO ROUGHLY
844,000,000
SMARTPHONE USERS IN ASIA
SOURCE: BASED ON DATA FROM EMARKETER (AUG 2012) AND THE US CENSUS BUREAU
68
NUMBER OF MOBILE INTERNET

USERS IN ASIA BY END 2012:
794,000,000
SOURCE: EMARKETER ESTIMATE (AUG 2012)
69
MOBILE INTERNET USERS OUTNUMBER

PC-BASED INTERNET USERS IN CHINA
VS
388,000,000!
380,000,000!
SOURCE: CNNIC (JUN 2012)
70
18%
OF ALL WEB TRAFFIC IN ASIA
COMES FROM MOBILE DEVICES
SOURCE: PINGDOM (MAY 2012)
71
USERS OF TENCENTS WECHAT

MOBILE INSTANT MESSAGING APP:
200,000,000
SOURCE: TENCENT, VIA TECHINASIA (SEP 2012)
72
82%
OF COMPANIES IN ASIA BELIEVE MOBILE SOCIAL
IS AN IMPORTANT PART OF THEIR STRATEGY
73
$!
43%
OF PEOPLE IN ASIA ARE WILLING TO MAKE

TRANSACTIONS ON THEIR MOBILE PHONES
SOURCE: NIELSEN (MAR 2012) AS CITED IN THE ADMA YEARBOOK 2012
74
JUN
2012
USE OF MOBILE WALLET SERVICES
31%
26%
26%
25%
15%
15%
7%
1%
1%
VIETNAM
1%
THAILAND
1%
PHILIPPINES
INDIA
INDONESIA
CHINA
TAIWAN
MALAYSIA
SINGAPORE
JAPAN
S KOREA
HONG KONG
2%
PAKISTAN
4%
SOURCE: TNS MOBILE LIFE (JUN 2012)
75
$!
85,000,000
PEOPLE IN ASIA WILL MAKE
MOBILE PAYMENTS IN 2012
SOURCE: GARTNER ESTIMATE (MAY 2012)
76
(!
THATS MORE THAN THE

POPULATION OF GERMANY
)!
77
COUNTRY BY COUNTRY
A CLOSER LOOK AT EACH ASIAN MARKET
OCT
2012
BANGLADESH
161,084,000
28%
72%
TOTAL POPULATION
URBAN
RURAL
5,501,609
3%
INTERNET USERS
2,987,820
USERS ON TOP SOCIAL NETWORK
101,574,000
MOBILE SUBSCRIBERS
2%
63%
MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
79
OCT
2012
BHUTAN
717,000
36%
64%
TOTAL POPULATION
URBAN
RURAL
139,593
19%
INTERNET USERS
79,080
11%
499,198
MOBILE SUBSCRIBERS
70%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012)
80
OCT
2012
BRUNEI DARUSSALAM
409,000
76%
24%
TOTAL POPULATION
URBAN
RURAL
318,900
INTERNET USERS
252,520
78%
62%
530,000
MOBILE SUBSCRIBERS
130%
MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU
(ACCESSED SEP 2012); URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BUDDE.COM.AU (FEB 2012)
81
OCT
2012
CAMBODIA
14,953,000
TOTAL POPULATION
2,466,305
INTERNET USERS
662,060
20%
80%
URBAN
RURAL
16%
4%
14,960,000
MOBILE SUBSCRIBERS
100%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: MINISTRY OF POST & TELECOMMUNICATIONS (MAR 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
82
OCT
2012
CHINA
1,343,240,000
TOTAL POPULATION
538,000,000
INTERNET USERS
552,000,000
51%
49%
URBAN
RURAL
38%
41%
1,047,000,000
MOBILE SUBSCRIBERS
78%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012); SOCIAL NETWORKS: TENCENT (APR 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
83
OCT
2012
HONG KONG
7,154,000
TOTAL POPULATION
100%
URBAN
4,894,913
INTERNET USERS
4,033,000
68%
56%
15,293,000
MOBILE SUBSCRIBERS
214%
MOBILE PENETRATION
84
OCT
2012
INDIA
1,205,074,000
TOTAL POPULATION
121,000,000
INTERNET USERS
56,675,740
31%
69%
URBAN
RURAL
10%
5%
934,100,000
MOBILE SUBSCRIBERS
78%
MOBILE PENETRATION
85
OCT
2012
INDONESIA
248,645,000
TOTAL POPULATION
55,000,000
INTERNET USERS
43,814,560
51%
49%
URBAN
RURAL
22%
18%
269,989,000
MOBILE SUBSCRIBERS
109%
MOBILE PENETRATION
86
OCT
2012
JAPAN
127,368,000
TOTAL POPULATION
91%
URBAN
101,228,736
INTERNET USERS
29,900,000
RURAL
79%
23%
134,600,000
MOBILE SUBSCRIBERS
9%
106%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: SEMIOCAST (AUG 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
87
OCT
2012
LAOS
6,586,000
TOTAL POPULATION
527,400
INTERNET USERS
224,700
34%
66%
URBAN
RURAL
8%
3%
5,481,000
MOBILE SUBSCRIBERS
83%
MOBILE PENETRATION
88
OCT
2012
MACAU
578,000
TOTAL POPULATION
100%
URBAN
308,797
53%
INTERNET USERS
210,740
36%
1,353,194
MOBILE SUBSCRIBERS
234%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
89
OCT
2012
MALAYSIA
29,180,000
TOTAL POPULATION
73%
27%
URBAN
RURAL
17,723,000
INTERNET USERS
13,063,600
61%
45%
34,533,000
MOBILE SUBSCRIBERS
118%
MOBILE PENETRATION
90
OCT
2012
MALDIVES
394,000
41%
59%
TOTAL POPULATION
URBAN
RURAL
114,100
INTERNET USERS
135,360
29%
34%
549,934
MOBILE SUBSCRIBERS
140%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012)
91
OCT
2012
MONGOLIA
3,180,000
TOTAL POPULATION
355,524
INTERNET USERS
438,940
69%
31%
URBAN
RURAL
11%
14%
2,942,313
MOBILE SUBSCRIBERS
93%
MOBILE PENETRATION
92
OCT
2012
MYANMAR
54,585,000
33%
67%
TOTAL POPULATION
URBAN
RURAL
500,000
<1%
INTERNET USERS
(N/A)
2,800,000
MOBILE SUBSCRIBERS
(N/A)
5%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (FEB 2012); SOCIAL NETWORKS: (N/A); MOBILE: MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (FEB 2012)
93
OCT
2012
NEPAL
29,891,000
TOTAL POPULATION
5,040,000
INTERNET USERS
1,824,380
13,354,477
MOBILE SUBSCRIBERS
17%
83%
URBAN
RURAL
17%
6%
45%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: NEPAL COMMUNICATIONS AUTHORITY (AUG 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
94
OCT
2012
PAKISTAN
190,291,000
TOTAL POPULATION
29,128,970
INTERNET USERS
7,221,900
118,317,000
MOBILE SUBSCRIBERS
36%
64%
URBAN
RURAL
15%
4%
62%
MOBILE PENETRATION
95
OCT
2012
THE PHILIPPINES
103,775,000
TOTAL POPULATION
33,600,000
INTERNET USERS
29,878,240
49%
51%
URBAN
RURAL
32%
29%
97,135,000
MOBILE SUBSCRIBERS
94%
MOBILE PENETRATION
96
OCT
2012
SINGAPORE
5,353,000
TOTAL POPULATION
100%
URBAN
4,002,048
INTERNET USERS
2,869,360
75%
54%
7,846,100
MOBILE SUBSCRIBERS
147%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY (SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
97
OCT
2012
SOUTH KOREA
48,861,000
TOTAL POPULATION
83%
17%
URBAN
RURAL
40,329,660
INTERNET USERS
26,000,000
83%
53%
53,609,000
MOBILE SUBSCRIBERS
110%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: CYWORLD VIA BLOTER.NET (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
98
OCT
2012
SRI LANKA
21,481,000
TOTAL POPULATION
2,503,194
INTERNET USERS
1,397,780
15%
85%
URBAN
RURAL
12%
7%
18,866,000
88%
MOBILE SUBSCRIBERS
MOBILE PENETRATION
99
OCT
2012
TAIWAN
23,235,000
TOTAL POPULATION
78%
22%
URBAN
RURAL
16,147,000
INTERNET USERS
12,937,760
69%
56%
28,917,000
MOBILE SUBSCRIBERS
124%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: TAIWAN NATIONAL STATISTICS (2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)
100
OCT
2012
THAILAND
67,091,000
TOTAL POPULATION
34%
66%
URBAN
RURAL
24,000,000
INTERNET USERS
16,834,140
36%
25%
78,667,910
MOBILE SUBSCRIBERS
117%
MOBILE PENETRATION
101
OCT
2012
VIETNAM
91,519,000
TOTAL POPULATION
31%
69%
URBAN
RURAL
30,858,742
INTERNET USERS
8,200,000
34%
9%
127,318,045
MOBILE SUBSCRIBERS
139%
MOBILE PENETRATION
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: ZING.ME (JAN 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
102
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WERE ALREADY HELPING MANY OF THE WORLDS
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTL, HEINZ, AND LOUIS VUITTON.
IF YOUD LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
WE ARE SOCIAL SINGAPORE

@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG

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SOCIAL, DIGITAL

COUNTRIES COVERED IN THIS REPORT

FOR FURTHER INFORMATION AND OTHER

THE REGIONAL PICTURE

CURRENT POPULATION OF ASIA:

THATS MORE THAN

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

MORE THAN HALF OF

SOURCE: BASED ON DATA FROM THE UN AND THE US CENSUS BUREAU

ASIA REGIONAL OVERVIEW

INTERNET USERS IN ASIA:

INTERNET USERS (MILLIONS)

NEW INTERNET USERS IN ASIA IN 2012:

THATS EQUIVALENT TO THE

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

NEW INTERNET USERS

THATS EQUIVALENT TO ADDING

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

AVERAGE TIME INTERNET USERS IN

COMBINED, THAT ADDS UP TO MORE THAN

SOURCE: BASED ON COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012

AVERAGE CONNECTION SPEED (MBPS)

SOURCE: COMSCORE VIDEO METRIX (AUG 2012)

IF THEY WATCHED JUST 10 SECONDS OF EACH

SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012)

ONLINE VIDEOS WATCHED PER NETIZEN

SOURCE: COMSCORE MEDIA MATRIX, AS CITED IN THE ADMA YEARBOOK 2012

COUNTRIES IN ASIAPACIFIC ACCOUNT FOR

SOURCE: EMARKETER (AUG 2012)

SOCIAL NETWORK USERS IN ASIA:

SOCIAL MEDIA PENETRATION

SOCIAL NETWORK PENETRATION

SOCIAL NETWORK USERS (MILLIONS)

SOCIAL NETWORK USERS

SOCIAL MEDIA USERS: ACTIVE vs. TOTAL

INTERNET USERS WITH A SOCIAL MEDIA ACCOUNT

SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)

TOP SOCIAL NETWORKS IN ASIA (USERS)

ASIA IS HOME TO MORE

SOURCE: SOCIALBAKERS (SEP 2012)

FACEBOOK USERS IN ASIA:

FACEBOOKS DEMOGRAPHICS IN ASIA

SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)

NEW FACEBOOK USERS

THATS ABOUT THE SAME AS

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

FACEBOOK vs. TWITTER IN ASIA

INTERNET USERS WHO HAVE USED FACEBOOK IN THE PAST MONTH

THAILAND HONG KONG

INTERNET USERS WHO HAVE USED TWITTER IN THE PAST MONTH

SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)

ASIAS FEMALE NETIZENS SPEND

SOURCE: TNS, AS CITED IN THE AMDA YEARBOOK 2012

SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012

SOURCE: IPSOS VIA EMARKETER (JUL 2012)

SOURCE: IPSOS VIA EMARKETER (JUL 2012)

SOURCE: BURSON MARSTELLER

SOCIAL MEDIA USE BY ASIAN COMPANIES

SOURCE: BUDDY MEDIA (JUN 2012)