The Best APAC Digital Marketing Stats from October 2016

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The continuing pre-eminence of mobile devices is a major theme of this month’s APAC statistics.

There are also stats on iOS app spend in China, ad tech adoption in Australia, and mobile adspend in India.

Mobile e-commerce in Southeast Asia

In H1 2016, 54% of all e-commerce transactions in Southeast Asia were conducted on a mobile device. That’s an increase of 19% year-on-year.

Criteo’s State of Mobile Commerce Report also finds that mobile accounted for 60% of e-commerce transactions in Taiwan over the same period.

The highest figure though was seen in Indonesia, where 83% of transactions were on smartphones.

Additionally, mobile apps saw higher order values than desktop and mobile web for the first time.

mobile-share-of-retail-ecommerce-transactions-by-country

Multi-screen usage on the rise in APAC

The number of people in APAC who use four or more screens increased 40% from H2 2015 to H1 2016. The figure now stands at 31%.

The Cross-Screen Behaviour Report from Appier includes some interesting device stats, including the chart below showing just by how much mobile devices dominate, with 520% more reachable mobile devices than desktops on weekends.

reachable-devices-in-asia-by-day

Ad tech adoption in Australia

Recent research by IAB Australia shows that attribution modelling, ad fraud detection and viewability tracking technology are seeing increased adoption by local clients and their agencies.

Attribution modelling was up 13% over the previous year. Ad viewability tracking and demand-side platform usage were up 12% each. Tag management saw 10% growth and data management platforms 9%.

Although agencies and their clients are focusing on driving better value with this technology, only half felt they were effectively using attribution modelling.

The study polled 200 senior respondents in the industry.

marketing-advertising-technology-2016

APAC retailers struggling to deal with consumer data

According to Criteo World Business Research, 55% of APAC retailers are struggling to segment unstructured data in order to personalise communications.

The study polled more than 400 senior retail marketing executives and found:

  • 50% admitted a lack of coordination between marketing, customer intelligence, and UX teams.
  • 55% are challenged by the skills gap in data analytics.
  • Display ads account for 28% of overall ad budgets and 29% of ad revenue.

Incompatible data sources and legacy systems were also cited as pain points.

Chinese iOS app spend overtakes US

China has overtaken both the US and Japan as the biggest iOS app store revenue generator.

App Annie’s Market Index Report for Q3 2016 showed China had generated more than $1.7bn in revenue, 15% more than US revenue.

top-3-countries-by-quarterly-ios-app-store-revenue

Australian TV habits

The Q2 2016 Australian Multi-Screen Report from OzTAM and Nielsen has revealed that an average 88.1% of Australians watch broadcast television on a home TV set every week.

Full data on time spent watching live and playback TV is seen below. Note that around 9.5 hours every month is spent watching playback TV.

aus tv figures

Using OzTAM’s Video Player Measurement (VPM) report data, the majority of catchup video player viewing (away from the TV set) is shown to be performed on a tablet (50%).

This is followed by desktop/laptops (32%) and then smartphones (18%).

Other interesting stats from the report include:

  • Household internet penetration is stable at 81%.
  • Active online Australians spend on average 54 hrs, 44 mins per month online.
  • 14m Australians watch some video on the internet each month: on average 12 hrs, 48 mins per viewer per month.

vpm-catch-up-viewing-on-connected-devices

India mobile adspend to double

India’s mobile adspend will double over the next two years, according to the Mobile Marketing Association’s Mobile Ecosystem and Sizing Report.

This growth will be driven by advertisers from e-commerce and financial services.

Total mobile advertising was estimated at Rs 4,200 crore ($629m) in 2016. This is expected to hit Rs 10,000 crore ($1.5bn) by the end of 2018.

The report also collates previous research showing that:

  • In the last five years, rural teledensity in India has increased 60%.
  • Rural mobile internet subscribers saw a 90% year-on-year growth in 2015.
  • 25% of total ad spend in 2015 was spent on video.
  • YouTube’s total watch-time in India grew 80% over the last year, out of which 55% is on mobile.

Source: Econsultancy

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