Considering Paid Search in China? Read This First

■Baidu Holds the Top Search Share in China

Our current topic is paid search in China, which is a topic nowadays marketers cannot overlook. Every marketer knows that Baidu boasts an overwhelming 70% or higher search share in China. The remaining portion is held, in decreasing order, by Google, 360 Search, and Sogou. Continue reading “Considering Paid Search in China? Read This First”

The Indonesian Online Market

 

Reference
Population 244,468,000 IMF-World Economic Outlook Database 2012
Internet population 37,648,000 World Bank 2012
Internet use 15.4%
Scale of online advertising market 40 million USD Jakarta Update 2011

 

  • The online advertising market in Indonesia will grow to 150 million USD by the year 2016 (Jakarta Update 2011).
  • The number of Facebook users in Indonesia in November 2012 was measured at 50,261,100. This placed Indonesia fourth in the world, behind only America (168,742,860), Brazil (62,240,840), and India (60,843,200) (Social Bakers).
  • Broadband use in Indonesia was measured at 6% in 2011. It is estimated that this figure will grow to 60% by the year 2016 (Frost & Sullivan).
  • 50% of Internet users in Indonesia are under 20 years old (We Are Social).

Continue reading “The Indonesian Online Market”

The Vietnamese Online Market

Reference
Population 90,388,000 IMF-World Economic Outlook Database 2012
Internet population 35,703,000 World Bank 2012
Internet use 39.5%
Scale of online advertising market 27.6 million USD Vietnam Advertising Association 2011

 

  • It is estimated that Vietnam’s Internet population will reach 58,000,000 by the year 2016 (EIU).
  • 95% of Vietnamese aged 15-24 are avid Internet users (Cimigo NetCitizens 2012).
  • News is the main reason Vietnamese access the Internet, followed by general searches, music, research, and online chat (Cimigo).
  • Internet users in Vietnam spend an average of 16 hours per week online (Nielsen).
  • 58% of the Internet population in Vietnam researches a product it is interested in buying before it makes a purchase (VCCI).
  • 97% of 15-24 year old Vietnamese participate in social media (We Are Social).

Continue reading “The Vietnamese Online Market”

The Thailand Online Market

 

Reference
Population 64,377,000 IMF-World Economic Outlook Database 2012
Internet population 17,059,000 World Bank 2012
Internet use 26.5%
Scale of online advertising market 2 billion THB Digital Advertising Association of Thailand 2011

 

  • 75% of the Internet community in Thailand is under 35 years old (comScore).
  • Thai Internet users spend an average of 27 hours online per month (comScore).
  • 96% of Internet users participate in social media (comScore).

Continue reading “The Thailand Online Market”

The Singaporean Online Market

 

Reference
Population 5,405,000 IMF-World Economic Outlook Database 2012
Internet population 3,650,000 Internet World Stats 2012
Internet use 67.5%
Scale of online advertising market S$135.91 (107 million USD) Interactive Advertising Bureau 2011

 

  • Approximately 62% of the Singapore population is on Facebook (Socialbakers).
  • Among Singapore’s Internet population, 80% of users utilize Facebook (Socialbakers).
  • The size of Singapore’s 2010 online shopping market was 1.1 billion SGD, and it has been estimated that it will quadruple by 2015 (PayPal 2011).
  • In 2011, Singapore’s total number of online searches per month reached approximately 300 million. Compared to 2010, that is a 43% increase (comScore 2011).
  • The number of broadband circuits in 2011 reached 9.22 million, 7.9 million of which were high speed wireless Internet networks (IDA).
  • Singaporeans spend an average of 25 hours per week on the Internet (Nielsen).

Continue reading “The Singaporean Online Market”

The Hong Kong Online Market

 

    Reference
Population 7,173,000 IMF-World Economic Outlook Database 2012
Internet population 5,329,000 www.internetworldstats.com 2012
Internet use 74.2%
Scale of online advertising market 91 million USD SMB World Asia Edition

 

  • HK$1.86 billion was used in advertising for Chinese New Year in 2012 (online and offline). This is 6.7% of the cumulative average yearly expenditure (Asia Media Journal).
  • According to a 2011 Google study, 78% of smartphone users saw ads and clicked on them. (Publicitas).
  • The online retail market in 2011 was 1.9 billion USD, and it has been estimated that it will grow to 2.5 billion USD by 2015 (PayPal/Enterprise Innovation).
  • 37% of the population banks online (Nielsen).
  • For the population of Hong Kong, mobile phones have a 225.5% penetration rate (Office of the Communications Authority 2012).

Continue reading “The Hong Kong Online Market”

The Taiwanese Online Market

 

Reference
Population 23,316,000 IMF-World Economic Outlook Database 2012
Internet population 17,530,000 Internet World Stats 2012
Internet use 75.4%
Scale of online advertising market 346 million USD IAMA

 

  • There is an 82% rate of Internet use among Taiwanese housewives (Institute for Information Industry).
  • The results of an investigation found that Taiwanese access the Internet mostly for news (29.9%), then entertainment (23.3%), consumption (14.4%), work-related issues (12.6%), travel (10.4%), and finally financial matters (10.1%) (RDEC).
  • The paid search market is valued at 3 billion TWD and is growing more than 15% a year. It comprises 30.1% of the online advertising market (IAMA).
  • Business-to-Consumer based e-commerce in Taiwan is worth 8.33 billion USD and is growing each year by 25% (China Economic News Service).
  • Apparel is the number one type of online purchase in Taiwan (The China Post).
  • 67% of Taiwanese Internet users refer to social media before making their online purchases. And, after they have made their purchases, 50% of them will use social media to express their opinion on the product or service they bought (FIND-III DoIT).
  • 4% of Taiwanese Internet users have their own Facebook account (Socialbakers).

Continue reading “The Taiwanese Online Market”

The Korean Online Market

 

Reference
Population 50,010,000 IMF-World Economic Outlook Database 2012
Internet population 40,329,000 Internet World Stats 2012
Internet use 80%
Scale of online advertising market 1.8 trillion won DIGIECO 2012

 

  • Korea is ranked number one in the world for Internet accessibility at 99.3% (Organization for Economic Co-Operation and Development).
  • 30% of Internet users read e-books (Arirang News).
  • The search engine advertising market in 2011 was valued at 1.1 billion USD, which was equivalent to 68% of the online advertising market (Campaign Brief/Cheil).
  • For the year 2011, the e-commerce market was worth 881 million USD. This was a 21.2% increase from 2010 (Statistics Korea).
  • 1% of Internet users use credit cards for online purchases. 22.8% use money transfers (Statistics Korea).
  • 87% of Internet users participate in social media (comScore).

Continue reading “The Korean Online Market”

The Japanese Online Market

 

Reference
Population 127,611,000 IMF-World Economic Outlook Database 2012
Internet population 100,457,000 World Bank 2012
Internet use 79.1%
Scale of online advertising market 618,900,000,000 JPY Dentsu 2011

 

Japan is one of the countries in the world with the highest rate of Internet use; for Asia, Japan only falls behind South Korea. The size of the Japanese market is quite large, so it is an exceptionally attractive market for Western companies looking to penetrate the Asian online market. Continue reading “The Japanese Online Market”