The Taiwanese Online Market


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).

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The Korean Online Market


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).

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The Chinese Online Market


Population 1,354,000,000 IMF-World Economic Outlook Database 2012
Internet population 538,000,000 CNNIC 2012
Internet use 39.9%
Scale of online advertising market 8.11 billion USD  China Internet Watch 2011
  • 90% of Chinese Internet users’ monthly income is under 5,000 RMB (790 USD) (CNNIC).
  • 4% of Internet users access the Internet via PC, while 69.3% prefer mobile (CNNIC).
  • Approximately 700 million Chinese (52% of the population) will be added to the online community by 2016 ( eMarketer).
  • In China, approximately 10 million people become part of the online community each month (We Are Social).
  • 5% of Internet users in China live in metropolitan areas (CNNIC).
  • 2% of Internet users in China access it at Internet cafes (CNNIC).
  • Chinese Internet users spend an average of 18.7 hours online per week (CNNIC).
  • 415,000,000 Chinese (77% of the Internet community) chat online (CNNIC).
  • 465,000,000 Chinese (86% of the Internet community) watch videos online ( China Internet Watch).
  • 63% of Internet users play online games (CNNIC).
  • Chinese aged 18-27 make up the largest group of Internet users. They spend an average of 5 hours online daily ( We Are Social).
  • In China, approximately 10,000 searches are performed on search engines every second (We Are Social).
  • The search engine marketing industry grew 3 billion USD from 2010 to 2011 (iResearch).
  • 61% of online shoppers ask for recommendations from friends or family before they make a purchase.
  • In 2011, the value of the Chinese e-commerce market was 1.1 trillion USD (iResearch).
  • The results of a survey of the most trustworthy sites in China were (1st), (2nd) 360 buy, and (3rd) Tmall (DCCI).
  • 319,000,000 Chinese (59% of Internet users) have their own blog (CNNIC).
  • Sina Weibo, the largest Chinese social networking service (SNS,) has 300,000,000 users, and 100,000,000 articles are posted online each day (CNNIC).
  • Due to Chinese government regulations, Facebook, Twitter, and YouTube are inaccessible in China.

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A Global View of SEM

World Advertising Expenditure by Medium

According to a 2012 Nielsen study, there was a 12.1% change in online advertisement spending when compared to 2011, which made it the only advertising form that surpassed 10% growth. Digging deeper and looking at the numbers by region, the Middle East and Africa increased by 35.2%, South America by 31.8%, and the European Union by 12.1%. While Africa and South America’s overall expenditure is still at a relatively small scale, the two regions saw significant increases in online advertising budgets. This and other data shows that in almost every continent Internet marketing is becoming an ever more indispensable form of advertising. Continue reading “A Global View of SEM”

Multilingual SEM: How to Succeed / Fundamentals of Multilingual PPC Advertising

If you are thinking about starting a multilingual SEM campaign, you will need to prepare yourself much more than you would for any domestic marketing campaign you’ve done. Everything from technical SEM to the process of keyword selection and copywriting needs to be considered within the framework of the new country in which you will be marketing. In this chapter, I will go over the essential points to remember when conducting multilingual SEM so that you can start your venture off on the right path. Continue reading “Multilingual SEM: How to Succeed / Fundamentals of Multilingual PPC Advertising”

Why Asia?


Did you know nearly half of the world’s Internet users reside in Asia? That’s right: 49.8% of the planet’s online community is in Asia. Numerous companies are increasing their investments in Asian economies, and it’s not just large corporations, but small and mid-sized businesses, too. In fact, it is becoming much more common to see Western companies with Asian language websites. By having an Asian language website, companies are able to market their business online in Asia via various channels, one of which is search engine marketing (SEM). SEM is a popular, global form of online marketing that many Western companies have started utilizing as a means of reaching customers in Asia. Continue reading “Why Asia?”