Hk online media landscape apr 09 (general)
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1 Hong Kong Hong Kong Online Online Landscape Landscape
Transcript of Hk online media landscape apr 09 (general)
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Hong Kong Hong Kong Online Online LandscapeLandscape
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Has online taken off in Hong Kong?
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70% of the population is online
Source: ComScore
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Ranked #5 in Worldwide household broadband penetration at 86.91%
Source : Point Topic Worldwide broadband penetration by household Q2 2008
Internet ranks # 3 on media consumption
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%
Yet only approximately 4% of the media budget is
allocated to online in 2008 (according to admanGo)
Target: People aged 15-64Source: Synovate Media Atlas 2006 – 2008
Hong Kong consumers spend more time online
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Internet usage per day maintains at about 2 hours a day
7Target: People aged 15-64Source: Synovate Media Atlas 2006 – 2008
Minutes per day per user
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The Hong Kong Online Consumer
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Internet is a unisex media
48% 52%
Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
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Core internet population is concentrated among 15-39, but still…
…35% are 40 or above
%
Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
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What are they doing online?
Email and browsing are prevalent while IM and downloading are also popular
Top 10 features used on the internet
%
Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
Email, general browsing and using search engines are constantly popular tasks across all age groups
Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
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User-generated activities are the domain of youth
Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
%
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81% of Hong Kong consumers are more interested in a brand after seeing it advertised digitally
Email is the preferred way to pass on branded messages to peers
Advertising on branded website and online message forums are the most trusted source of online information
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Men are from Mars
Women are from Venus
Men spend more time online while women are more addicted to TV
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Internet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
Minutes per day per user
Women like socialising, men keep downloading!
%
Features used on the internet
General browsing
Using email
Using search engines
Instant messenger Downloading
Online games
Online banking
Social networking
Listening to music
Accessing forum
Blogging
Online auctions
Online purchase
Online travel bookingInternet Users - Accessed Internet Past Month P15-64Source: Synovate Media Atlas 2008
%
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Are Hong Kong consumers buying online?
Hong Kong consumers are not only browsing the web…
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For those online adults that buy online, 8.9% of their annual income is being allocated to online Transactions
66% of online transactions are made via credit cards
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Online Purchasing however is not yet mature
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Only 50% on online users have made an online transaction
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Are Advertisers Spending online?
Although online still accounts for a small % of the total media budget
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…it will continue to growSource: AdmanGo
•Although not monitored, the majority of ad spent is allocated towards display activity followed by
search engine marketing
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Below-the-line activities
Mean allocation on media
Media production
Above-the-line (media)20052004 2006
38.5
72.7% 76.4%76.6%
NA
Newspapers
Magazines
TV
Outdoor media
Internet
Radio
Mobile Phone SMS
35.7 36.1 28.6
2007
71.1%
Figures in %
Source: Ad Spend Projections for 2007 by HKAA (by Synovate Jan 2007)
Local ad budget allocation decreased for print with minor growth in TV, but with continuous positive growth for internet
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Online ad spend was dominated by the finance sector in 2008
Rank No. CategoriesOnline adspend
HK$ millionOffline Rank
No.Offline adspend
HK$ million
1 Banking & Investment Services 455.08 1 6,079.91
2 Education & Training 226.86 14 1,842.23
3 Computers & Internet Services 219.44 18 1,618.86
4 Telecommunication, Mobile Phones & Services 136.67 15 1,718.74
5 Travel & Tourism Services 95.92 8 2,809.64
6 Beauty, Slimming & Fitness 95.70 7 2,818.71
7 Entertainment 83.45 9 2,681.70
8 Cosmetics & Skincare 82.33 4 3,540.11
9 Mass Media 81.17 13 2,017.54
10 Transportation & Logistics 71.45 21 954.64
11 Pharmaceuticals & Healthcare 68.23 2 4,089.44
12 Restaurants 58.47 11 2,226.05
13 Hotels, Resorts & Service Apartments 54.49 28 491.78
14 Sports 45.37 26 563.31
15 Business Services 39.26 24 665.02
16 Non-profit Organization 37.78 20 987.77
17 Retail 37.23 6 3,260.93
18 Camera, Photography & Optical Instruments 36.87 23 786.38
19 Toiletries & Household 29.81 3 3,723.78
20 Insurance 29.11 27 516.75
Source: AdmanGo
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On advertiser level, beauty care company that leads the way
Rank No. CategoriesOnline adspend
HK$ millionOffline Rank
No.Offline adspend
HK$ million
1 Global Beauty International [Cosmetic Care Asia] 76.59 66 69.19
2 Citifinancial 68.01 55 89.31
3 Citibank 61.15 29 158.22
4 PCCW HKT / Pacific Century CyberWorks 43.93 5 409.88
5 HSBC 40.53 1 514.28
6 Travelzoo 39.49 344 1.59
7 EF Education First [EF Education] / EF Language School 32.64 303 12.58
8 Smartone-Vodafone 32.30 25 203.66
9 KBC Bank & Insurance Group 27.43 51 133.43
10 The Wall Street Institute 27.30 418 4.99
11 Sony 26.57 21 232.73
12 University of Liverpool 25.29 12 322.07
13 Hang Seng Bank 25.03 34 186.30
14 Nokia 24.50 124 67.08
15 Dell 23.70 48 149.39
16 Cathay Pacific 22.51 2 487.27
17 HK SAR Government 21.37 23 222.13
18 Samsung 21.36 41 159.82
19 Sing Tao 21.04 128 67.52
20 Octopus Cards 19.55 112 76.51
Source: AdmanGo
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Who are the major online players
Facebook and Yahoo lead the way in the Hong Kong online scene
30Source: Hitwise Hong Kong, April 2009, based on market share of visits
Portals or online services reach more then 80% of the active internet audience
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There are also an increase of performance based ad Networks
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We have seen an increase in performance based networks in 08
Although Ad Network spend is not monitored in HK; OMD advertisers are beginning to invest in performance based networks to drive ROI
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Demo
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Increasingly, Advertisers taking advantage of the limitless creative opportunities online
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Hong Kong Users use the internet for sending email more then any other nation in Asia Pacific
Source: *Synovate and ComScore
HK Internet users on average spend 1.4 hours per day checking their email*
However Hong Kong Consumers are less inclined to provide personal information to receive promotional messages
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We are moving into a ‘Searching’ lifestyle
There is on average of 199 million searches being contacted on a monthly basis by 2.8 million unique users
That is 42% of the population are performing 72 different searches per month
The Hong Kong Market is dominated by two major search engines
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We are seeing an increasing trend of consumers moving over to Google over time. Searches from Google have a higher propensity to transact
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Advertisings are beginning to place more emphasis on search as a capture channel
Canon Expo, Nov 07
Search : canon expo
Canon Photo Printer, Mar 08
Search : enjoy photo
Canon IXUS, Apr 08
Search : IXUS
Canon DV, May 08
Search : Canon DV
Online has become a centralized channel for entertainment
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Online as a medium for entertainment is highly linked with the maturity of broadband
within each Market
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20% of the Hong Kong online population are willing to share videos
More than any other APAC country
eMarketer April 2008
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IM is used by nearly half of online consumers in Hong Kong
49% of HK internet users used IM in past 3 months *
Market: Hong KongUniverse (Sample): Total population aged 15-64 – 5,102,800 (1,006) Source: Synovate AsiaBUS Survey Dec 2007 - Hong Kong
Young people spend near 140 minutes chit-chatting on IM everyday
Minutes per day per user
Internet Users - Accessed Internet Past Month P15-64 and participated in respective activitiesSource: Synovate Media Atlas 2008
Creative opportunities have also evolved
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• Teenagers added Hello Kitty as buddy. Chat and play
game with her through MSN messenger
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Social Networking
Source: *eMarketer
53% of online users have created a social profile
Popular Forum / Newsgroup in HK
Popular Blog sites in HK
Social Networking Sites
Social Networking Sites are Gaining Popularity
88% of HK people have read, commented or created a blog
52% have created a social network profile page or read others’ social network profile page
33% have shared/managed photos online
15% have shared/managed videos online
14% have read or participated in chat rooms/forums
Source: Synovate Media Atlas Hong Kong 2007Q4-2008Q3,Respondents who accessed Internet in the past 7 days (4,291 respondents)Source: Hitwise Hong Kong, April 2009, based on market share of visits
5 of the top 20 websites are Social Networking sites
Face book dominates the social networking environment in Hong Kong
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Social Networks are being increasingly seen as a platform to build brands
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Which of the following blog/social networking websites have you visited in past month?
Yahoo Blog is the most frequent used blogging/social networking websites in Hong Kong
Market: Hong KongUniverse (Sample): Total population aged 15-64 – 5,102,800 (1,006) Source: Synovate AsiaBUS Survey Dec 2007 - Hong Kong
The growth of mobile can not be ignored
High mobile penetration, but not a mature marketing platform due to high-cost data plan
11 Million mobile service subscribers; mobile penetration rate at 146%
Increasing 3G penetration driven by growth in iPhone ownership - Currently 2 Million subscribers
SMS still a key communication medium on mobiles
- SMS Sent 339 Million (Mar 08)
- SMS Received 476 Million (Mar 08)
After the introduction of iPhone, outdoor Wi-Fi access points, and cheaper data plans, more localized mobile WAP sits and applications are found
Watch Videos
Find Restaurants
Check Weather
Chat on Facebook
Play Games
Check Chinese Calendar
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Mobile as an online gaming platform is still relatively new when compared to other APAC markets
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The Net is ready……
so are you ready ???
