Page 14 - index
P. 14
RESEARCH, ANALYSIS & TRENDS
Experian decoded the complexities of how
Asia’s digital consumers search, find and buy
Experian recently presented The Digital Consumer Internet users, according to Internet World Stats
View 2016 (Asia) report, with research and analysis (2016), and the assumption of IDC that digital com-
by International Data Corporation (IDC), to help merce in the Asia-Pacific (excluding Japan) region will
businesses better understand digital consumers in rise to US$17 trillion by 2019, up from US$7 trillion in
Asia. 2015, Experian’s report should get a lot of attention.
Besides, the combination of rising incomes, increased
The report maps significant differences in how consum- consumption, acceleration of internet use, and the pro-
ers research, locate, engage with and purchase prod- liferation of mobile broadband access continues to un-
ucts and services, based on surveys with over 1,200 lock tremendous opportunities for marketers across the
digital consumers from Singapore, Malaysia, Indonesia, continent.
Thailand, Hong Kong, and China. These differences
exist across channels (SMS, app notifications, email, Key findings on search and discovery, triggers of prod-
social media, chat apps), devices (smart phone, feature uct interest and purchase intent, origin of deals and
phone, Wi-Fi/cellular tablet, wearable) and content (ads brand engagement across channels include:
in email, ads in mobile apps, ads in social media, video
ads on websites, and search ads). The findings high- Search and discovery: Social media is the top
light the complexity of reaching digital consumers in
Asia across many channels, but also highlight how cru- channel in Singapore (31%), Malaysia (49%), Indo-
nesia (67%) and Thailand (58%). It’s equally im-
cial that is.
portant as chat apps in China (47%); in Hong Kong,
Jeff Price, Managing Director of Southeast Asia at Ex- video ads (63%) trump all.
perian, said, “Asia is in the midst of a great digital revo-
lution, with an explosion of smart devices, social media Triggering product interest: Social media, once
interactions and e-commerce transactions. The benefi- again, is the key driver in Singapore (28%), Malay-
ciary of this interconnectivity is clearly the digital con- sia (44%), Thailand (49%) and Hong Kong (25%).
sumer, but also businesses serving them. While this However, in Indonesia it’s SMS (62%), and in China
evolution has greatly enabled and empowered both it is chat apps (48%).
sides, it has also challenged businesses to be more
effective and targeted in the way they communicate and Triggering purchase intent: Email is the biggest
market to this modern, digital-savvy consumer. For driver of online to offline conversion in Singapore
companies to keep up with digital consumer behaviors (27%); SMS tops in Indonesia (57%); chat apps in
– how they act on information – it’s absolutely vital to China (45%); social media in Malaysia (44%) and
adopt and leverage what their consumers are providing Thailand (51%); and video ads tie with social media
them with every day – invaluable data. Businesses slow in Hong Kong (23%).
to act on this data will see their competitive advantage
erode.”
Considering that Asia comprises 49.6% of the world’s
14 Asian eMarketing - September 2016 - Search Analytics & Search Engine Optimization
Experian decoded the complexities of how
Asia’s digital consumers search, find and buy
Experian recently presented The Digital Consumer Internet users, according to Internet World Stats
View 2016 (Asia) report, with research and analysis (2016), and the assumption of IDC that digital com-
by International Data Corporation (IDC), to help merce in the Asia-Pacific (excluding Japan) region will
businesses better understand digital consumers in rise to US$17 trillion by 2019, up from US$7 trillion in
Asia. 2015, Experian’s report should get a lot of attention.
Besides, the combination of rising incomes, increased
The report maps significant differences in how consum- consumption, acceleration of internet use, and the pro-
ers research, locate, engage with and purchase prod- liferation of mobile broadband access continues to un-
ucts and services, based on surveys with over 1,200 lock tremendous opportunities for marketers across the
digital consumers from Singapore, Malaysia, Indonesia, continent.
Thailand, Hong Kong, and China. These differences
exist across channels (SMS, app notifications, email, Key findings on search and discovery, triggers of prod-
social media, chat apps), devices (smart phone, feature uct interest and purchase intent, origin of deals and
phone, Wi-Fi/cellular tablet, wearable) and content (ads brand engagement across channels include:
in email, ads in mobile apps, ads in social media, video
ads on websites, and search ads). The findings high- Search and discovery: Social media is the top
light the complexity of reaching digital consumers in
Asia across many channels, but also highlight how cru- channel in Singapore (31%), Malaysia (49%), Indo-
nesia (67%) and Thailand (58%). It’s equally im-
cial that is.
portant as chat apps in China (47%); in Hong Kong,
Jeff Price, Managing Director of Southeast Asia at Ex- video ads (63%) trump all.
perian, said, “Asia is in the midst of a great digital revo-
lution, with an explosion of smart devices, social media Triggering product interest: Social media, once
interactions and e-commerce transactions. The benefi- again, is the key driver in Singapore (28%), Malay-
ciary of this interconnectivity is clearly the digital con- sia (44%), Thailand (49%) and Hong Kong (25%).
sumer, but also businesses serving them. While this However, in Indonesia it’s SMS (62%), and in China
evolution has greatly enabled and empowered both it is chat apps (48%).
sides, it has also challenged businesses to be more
effective and targeted in the way they communicate and Triggering purchase intent: Email is the biggest
market to this modern, digital-savvy consumer. For driver of online to offline conversion in Singapore
companies to keep up with digital consumer behaviors (27%); SMS tops in Indonesia (57%); chat apps in
– how they act on information – it’s absolutely vital to China (45%); social media in Malaysia (44%) and
adopt and leverage what their consumers are providing Thailand (51%); and video ads tie with social media
them with every day – invaluable data. Businesses slow in Hong Kong (23%).
to act on this data will see their competitive advantage
erode.”
Considering that Asia comprises 49.6% of the world’s
14 Asian eMarketing - September 2016 - Search Analytics & Search Engine Optimization
