Recent PWC Digital IQ survey results show that Asian businesses
have a more cohesive digital roadmap for their organizations compared to organizations
in others regions. 57% of survey respondents in Asia agree that they have a single,
multi-year enterprise roadmap, compared to 50% respondents in Western Europe
and 57% respondents in North America. Further ad spend in Asian markets is
expected to grow in double digits in several countries (India: 11.0% in 2015 and
+12.0% in 2016; Philippines: +10.2% in 2015 and +12.3% in 2016; Vietnam: +11.3%
in 2015 and +13.5% in 2016).
Further, Asian brands are investing in responding to
customers / potential customers on social media. Brands in the APAC region
answered on average 67% of all questions posed to them on social media in Q2
2014. That number has now increased to 82% according to Socialbakers latest
analysis of its brand data.
The rapidly growing mobile penetration in Asian markets
explains the emphasis on digital and social media. For most consumers in Asian
markets such as India, it is largely becoming a mobile first market where they
access internet and social media on mobile devices. Smartphone penetration is
expected to grow tremendous with 40.8% of the mobile population in Asia-Pacific
expected to use a smartphone in 2015, equating to just over 1bn this year.
China currently accounts for 28.3% of all smartphone users on the planet.
The mobile and social media usage of Asian consumers is
different from their American or European counterparts. Most smart phone users
are android users. Further, consumers are more likely to use Whatsapp and other
local apps for video and other content sharing. For e.g., in India Whatsapp
beats Facebook as preferred medium for video sharing. 51% of respondents shared
videos via Whatsapp, 45% on Facebook. Malaysia, like India, is seeing the
growing use of Whatsapp (46%) as a video sharing medium. In the Philippines, G+
and Instagram are more popular platforms for mobile video sharing than Whatsapp
and Twitter.
No comments:
Post a Comment