The Indonesian Online Market


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).

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The Hong Kong Online Market


Population 7,173,000 IMF-World Economic Outlook Database 2012
Internet population 5,329,000 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).

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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 Japanese Online Market


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”

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?”