Check Out Some Of APAC’s Hottest Digital Trends
Last year was an impressive year for all things digital in Asia-Pacific, with all key areas showing considerable growth, says Simon Kemp, regional manager for social media agency, We Are Social.
To help marketers get their heads around the impressive numbers – and to understand what they mean for brands – We Are Social has teamed up with the IAB in Singapore to produce an in-depth study of the world’s most populous region, including deep-dive analyses for 30 of its key markets.
You can read all 236 pages of the full report – and get a free download – by clicking here, but let’s start by looking at some of the more striking findings.
The Headlines
Well over one-third of APAC’s population now uses the internet, and more than one-quarter have used social media in the past 30 days.
Mobile continues its dramatic rise too, with the number of cellular connections in the region growing by more than 11% since January 2014.
As revealed in We Are Social’s recent global report, it’s mobile social that claims the best story, with the number of people using mobile social media across the region jumping a stunning 32% in the past year.
Data published since the global report in January show that the number of global internet users grew by 28 million in the past two months alone, although it’s important to stress that this is more likely due to more accurate and timely reporting than it is to do with growth in actual users.
People are doing more on the internet too, with video in particular seeing an impressive share of online activity.
The reported number of active social media accounts on the largest social network in each country shot up by more than 47 million since January too, with all of that growth attributable to Facebook (Tencent will report the latest numbers for China’s QZone, QQ and WeChat later this month).
These increases in Facebook use may be driven by the return of lapsed users as much as by new account sign-ups, but Facebook will still be pleased with growth of close to 10 additional active accounts every second since our global report.
There have been some impressive jumps in the number of active users reported for some other top social platforms too, with WhatsApp (+100 million), Baidu Tieba (+100 million) and Viber (+27 million) all reporting significantly higher global numbers since January.
However, based on a number of reports on Google+ in recent weeks – including Google’s own announcement that it plans to make some significant changes to the service – the report has revised the number of active users down by 43 million.
People are doing more with their social media time too, with the number of video views on Facebook and the number of messages shared on WhatsApp both showing some impressive growth in recent months.
GSMA Intelligence also reports impressive growth in the number of unique mobile phone users, with the global tally up by 30 million in the past two months.
Current global trends suggest that roughly half a million people gain access to a mobile handset every day.
The stand-out growth comes from mobile social media usage though, with growth of 68 million active user accounts in the past two months – that’s more than 1.1 million active accounts every day, or 13 every second.
Despite all these impressive numbers, digital, social and mobile still have plenty of room for growth in APAC, and the report predicts an acceleration in growth throughout 2015 as mobile connectivity brings internet access to hundreds of millions more people around the region.
Because of this, the vast majority of APAC’s ‘new wave’ of internet users will be mobile-first, and the report predicts that at least half of the next 500 million internet users will be mobile-only.
That means marketers will need to rethink much of their current approach to communications, especially in digital media. Mobile internet usage occurs more frequently, but in smaller ‘servings’ than fixed internet access, and marketers will need to adapt brand communications for this little-and-often behaviour.
Critically, audiences are fully in control of their mobile content experiences, so advertising’s key task must evolve from trying to find audiences – mobile data should make targeting very straightforward – to trying to find ways to keep audiences interested and engaged.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.