Admadigitalmarketingyearbook2009 091012042313 Phpapp01

www.asiadma.
com
Edited by Rachel Oliver
ASIA PACIFIC
Digital Marketing Yearbook 2009
The imperative for marketers now is to join networks and
interact directly with their communities of customers online.

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asia pacific digital marketing yearbook 1
The ears, eyes
and voice of digital
marketing in Asia
The Asia Digital Marketing Association (ADMA)
is the voice of, and advocate for, the digital
marketing industry in Asia (excluding Japan).
The ADMA is guided by senior executives in the
industry and is charged with gaining consensus
and providing leadership on key industry issues.
The ADMA actively promotes the benefits of
using mobile and the Internet as channels to
communicate with consumers as well as lobbying
and public relations assistance for member
companies.
The ADMA is a non-profit organisation with a
membership base representing online publishers/
portals, agencies, research companies, technology/
service companies and marketers/advertisers.
WHY JOIN THE ADMA?
Being a member gives you access:
Unified voice for the industry to promote the use of
digital and the Internet (in the media and with potential
customers)
Forum for standards and best practice sharing
Spokespeople to represent members and respond to
criticism
Industry contacts and networking opportunities
Sponsorship opportunities to raise awareness of your
brand
Discounted rates for regional events
Notification of relevant speaking opportunities
Professional digital marketing qualifications discounted
enrolment fees for members
Entry in the online Membership Directory and annual
Asia Pacific Digital Marketing Yearbook
Job matching service to help you find staff
HOW TO JOIN THE ADMA
Membership fees are set low enough to encourage
universal membership among industry players, and taken
together provide sufficient revenues to underwrite regular
activities. Other activities are funded by sponsorship (cash
and in kind) and by charging admission fees for some
events.
Visit www.asiadma.com/membership/join and
complete the online registration form.
ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION

Visit www.asiadma.com for more details.
The ADMA gives heartfelt thanks all our members for their support and contributions:
ADMA Patrons:

ADMA Corporate members:
ad:tech, Admax Network, Adobe Systems Hong Kong, AGENDA Group Asia, BBC.com, Coremetrics, draftFCB China,
Dow Jones Publishing Company (Asia), Edipresse, eyeblaster, G2 Hong Kong, Grif.inter@ctive, Google Hong Kong,
The Hyperfactory, ICLP, Johnson & Johnson Vision Care Asia Pacific, MRM Worldwide, NDS Asia Pacific, Nielsen Online,
OgilvyOne Worldwide, Omnicom Group, Omniture, Premiere Global Services, Profero, Responsys, SCMP.com,
SingTel Digital Media, Sohnar Software, TIME & Fortune, Travelzoo, Universal McCann, The Upper Storey, Wunderman,
wwwins Consulting, ZUJI.
And all our Individual members.
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0nllne, The wall Street 1curnal Dlgltal Netwcrk lnoludes an evergrcwlng netwcrk cf ^slaspeolflo cfferlngs that
target the reglcn's mcst lnfluentlal buslness deolslcn makers lnoludlng asla.wS1.ocm, lndla.wS1.ocm,
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enhanoed dellvery frcm the wcrld's mcst trusted scuroe fcr glcbal news and analysls.
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BBC.com is one of the worlds largest news websites, reaching a
passionate and engaged audience of 29 million unique users* outside
the UK. In Asia, BBC.com reaches 8.7 million unique users* per month
excluding UK more than twice the number of our closest competitor.
BBC.com users are afuent, professional, educated and international. They
are inuentual opinion formers with a global mindset who lead active and
cultured lives.
Join the list of over 800 great brands that have successfully advertised on
BBC.com since the introduction of advertising on the site in November 2007.
To nd out more about how you can reach your target audience on
BBC.com, please contact:
Sunita Rajan | VP Sales, Asia & Australasia
Work | +(65) 6296 0864
Mobile | + (65) 9836 4153
Email | sunita.rajan@bbc.com
Inez Albert, Digital Sales Director, Asia
Work | +(852) 2248 0060
Mobile | + (852) 9469 9540
Email | inez.albert@bbc.com
Cindy Tan, Regional Director, Asia
Work | +(65) 6296 7903
Mobile | +(65) 9836 4151 / +(65) 8100 0858
Email | cindy.tan2@bbc.com
Seema Mohapatra Regional Director, South Asia
Work | +(91) 22 3065 2121
Mobile | +(91) 98 2116 8167
Email | seema.mohapatra@bbc.com
John Williams Account Director, Australasia & Korea
Work | +612 8923 4203
Mobile | +61406 420 582
Email | john.williams@bbc.com
* comScore, Jan-March 2009 monthly average. comScore competitive set includes
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ADMA yearbook ad 2.indd 1 5/5/09 11:59:06
ASIA PACIFIC 6

AUSTRALIA 10

CHINA 16

HONG KONG 24

INDIA 30

INDONESIA 36

JAPAN 38

MALAYSIA 42

NEW ZEALAND 46

THE PHILIPPINES 50

SINGAPORE 54

SOUTH KOREA 58

TAIWAN 62

THAILAND 66

VIETNAM 70
Contents
4 asia pacific digital marketing yearbook
I
n the past year, the development of digital marketing
took some exciting new turns, reaching not only
new levels of growth and penetration, but also
new levels of sophistication. Marketers who started
with websites, banner ads and email now have an
increasingly wide choice of platforms on which to engage
their target customers. Search, social media, blogs,
sponsored content, mobile, email, and gaming all offer
opportunities for innovation and differentiation online.
Online media is increasingly gaining the trust of Asian
consumers. A recent TNS survey revealed that of the top
25 most trusted forms of media, 14 were online. And
increasingly, trusted online media includes user-generated
content. The third most trusted overall are expert product
reviews from websites, with consumer product reviews
from websites at #5 and consumer opinions on blogs and
message boards at #7 and #12 respectively.
In the early days of digital marketing, offline advertising
was used as the model: interruptive messages were placed
in front of (or disrupted) the content in ways that grabbed
the user's attention. Now we're seeing a truly interactive
model arise, in which brands engage their consumers
online, either by joining the conversation, or creating a
platform for a community to gather around the brand.
Some of this new online communication looks more like PR
than advertising, and clearly the lines are blurring between
sales promotion, CRM and brand-building. Whatever it will
eventually develop into, it's exciting.
It's clear that Internet users have adopted new
media faster than most advertisers trying to reach them.
Advertisers need to do some catching up. Although there
are some definitive case studies that demonstrate the
power of using social media, the ADMA 2009 Survey of the
region's advertisers, marketers and agencies uncovered
that most marketers and advertisers still predominantly
use websites, online ads and email. Why these relatively
conservative approaches when the Internet changes
continuously and offers so many opportunities for
innovation? In some cases, advertisers may be concerned
about the relative lack of control over their messaging
and positioning on social media platforms, and in other
cases they may not yet have discovered a credible way to
connect with their target customers online.
In any event, there is no doubt that 2009 is the year of
social media. Social media platforms have not figured out a
way to make money from the huge communities they have
created online, but even brands with no clear social media
strategy know that they must engage by joining networks
and conversations. Facebook, Twitter, Friendster, Bebo,
MySpace and LinkedIn have built large-scale user bases
in Asia Pacific but these global players don't dominate in
every market. New patterns of usage and local behaviour
are emerging across the region, with clear distinctions from
country to country where consumers spend time online,
and how they behave. For example, 48% of all South
Koreans have a Cyworld account, and the site has nearly
18 million users, of whom 30% are in their 20s. China's
51.com has 14 million average weekly unique browsers,
and 150 million Qzone users actively update their accounts
at least once a month. In the Philippines more than 74%
of the online population participates in social networking;
Friendster has 10.7 million subscribers and Facebook has
more than one million.
The imperative for marketers now is to join these
networks and interact directly with their communities of
customers online. Rich media, banner ads, pop-up ads,
sponsored content and search may continue to command
the lion's share of online ad dollars, but brands must now
It's here!
The third Asia Digital Marketing Association (ADMA) Yearbook has more pages
and more data and more insights than ever. It's also available without charge
online at www.asiadigitalmarketingyearbook.com.
We've had fantastic feedback on the usefulness of past editions from marketers, advertisers,
media buyers and people throughout the digital industry. Just about every marketing director, agency
executive or business executive has to develop digital strategies or give a presentation on what's
happening online in the Asia Pacific region. That's where the ADMA Yearbook comes in. We've
gathered a wealth of the most relevant information and insight available, some of which cannot
readily be found anywhere else, along with case studies that showcase some of the most innovative
and effective digital work being done now. The Yearbook covers demographics, user behaviour, online
advertising, mobile, online gaming, e-commerce, and much more. Many thanks are due to all the
companies that contributed data, to our editor Rachel Oliver, and to ADMA Director Kay Bayliss.
2009: Connections
Triumph Over
Interruption
master the art of connecting with consumers, as well as
-- or in many cases instead of -- interrupting their online
experience with advertising messages. Two years ago,
the big news in digital marketing was the scale of the
opportunity, as the number of users in Asia surpassed all
other regions for the first time. Last year the dominant
theme was putting the consumer back at the centre of
the equation, as marketers and advertisers refocused on
customers' profiles and needs, rather than the tools and
technologies available to reach them. In 2009, the focus is
on connecting brands and consumers, and deeply engaging
with target audiences across a wide variety of platforms.
Gaming too can be considered part of the social media
phenomenon: in a survey more than 50% of respondents
said "meeting other gamers online" was important for
their overall experience, and more than 60% of users said
they also kept in touch with these friends on other social
networking platforms. The numbers for online gaming
are big and growing. Games.com attracts nearly 200,000
unique visitors a month in Asia Pacific, each of whom
spends an average 86.8 minutes on the site, and QQ.com
in China draws more than 44,000 visitors monthly, each
spending an average of 46.5 minutes there.
Looking beyond social media, online advertising
continues to become more mainstream and sophisticated,
despite the recession. Yahoo! predicts Asia's annual online
ad spend will eclipse western Europe's by 2010 to reach
US$122 billion. According to the TNS survey, dedicated
websites (53%), sponsored content (50%), pop-up ads
(46%), banner ads (39%) and email (19%) are the most
common types of digital media seen being used in Asia.
Online branding efforts appear to be paying off, with nearly
a third of users saying that the brand advertising they have
seen significantly increased their interest in using the brand
in question.
China is number one in search, with 12.8 million
searches performed in a month by nearly 150,000 searchers
- that's 85 searches per searcher. Japan is the second
largest search market, with 5.9 million searchers. However,
Korea's searchers are most prolific, with 109 searches per
searcher, Singapore not far behind with 106.
Mobile continues to gain, both as a text messaging and
voice call channel, but also for Internet access. Asia Pacific
(ex Japan) has 97.6 million mobile online gamers, and
50% of them are in in China. There is 60% mobile phone
penetration in the Philippines. Filipinos send the highest
number of SMS messages per subscriber in the world.
Mobile site page views grew 1120% YOY. 2008 Asia Pacific-
wide mobile data revenues topped US$65 billion, and an
estimated 473 million handsets were sold.
With usage of all elements of the online marketing
mix growing and becoming more sophisticated, all the
stakeholders in the digital marketing industry -- from
marketers and advertisers to publishers, agencies,
hardware and technology solutions providers -- have a
unique opportunity in 2009 to pioneer new ways to engage
consumers and build their brands and sales online.
David Ketchum is Chairman, Asia Digital Marketing
Association and CEO Upstream Asia
l Asia Pacific is home to the majority of the world's
Internet users, with 41% of the total
l 32% of Asian users say the online advertising they saw
"significantly increased" their interest in using the brand
l Online advertising is expected to have compound
annual growth rates of 25% from 2007 to 2011
l 82% of Asia's online ad spending in 2008 was in
Japan, South Korea and China
l More than 450 million consumers across the region
participate in social media and Facebook's Asia Pacific
visitors to the site jumped 458% between mid-2007
and mid-2008
l 44% of Asia Pacific Internet users have shopped
online in the last three years, and 76% intend to shop
online again in the next six months
l More than half of the region's entire Internet traffic is
from users making repeat visits to gaming sites, and
online gaming is expected to account for 75% of the
US$9.2 billion premium and paid content market by
2013
l 17 trillion SMS messages originated in Asia Pacific in
2008 (74% of the world total)
The Yearbook is packed with relevant and sometimes surprising data.
Here's a sample of what you'll find inside:
DEMOGRAPHICS
The majority of the world's Internet users live in Asia,
which is now home to 41% of the world's online
population, as at the beginning of 2009. Out of the one
billion online visitors globally, more than 431 million of
them come from the Asia Pacific region.
(SOURCE: COMSCORE)
Other sources put Asia's online population at a much
higher number - as many as 530 million Asians could now
be actively online.
(SOURCE: DIGITAL ECONOMY FACTBOOK 2008/9)
Despite "rapid increases in broadband connectivity" and
the number of users coming online across the region,
Asia Pacific's Internet penetration rates still average out at
around 15% in comparison to 30% in the rest of the world.
(SOURCE: BTRAX )
Asia Pacific's online penetration rate is the second lowest in
the world on a regional basis, Africa being the lowest.
Asian markets possess the highest percentage of
households with broadband fibre connections, led by
South Korea with 31.4% of its households linked up to the
Internet via fibre-optic connections.
Asia Pacific Internet Population and Usage

INTERNET USERS PENETRATION USER GROWTH USERS (% OF)
LATEST DATA (% POPULATION) (2000-2008) IN ASIA
CHINA 298,000,000 22.4% 1,224.4% 45.8%
HONG KONG 4,878,713 69.5% 113.7% 0.8%
INDIA 81,000,000 7.1% 1,520.0% 12.5%
INDONESIA 25,000,000 10.5% 1,150.0% 3.8%
JAPAN 94,000,000 73.8% 99.7% 14.5%
SOUTH KOREA 36,794,800 76.1% 93.3% 5.7%
MALAYSIA 15,868,000 62.8% 328.9% 2.4%
PHILIPPINES 14,000,000 14.6% 600.0% 2.2%
SINGAPORE 3,104,900 67.4% 158.7% 0.5%
TAIWAN 15,140,000 66.1% 141.9% 2.3%
THAILAND 13,416,000 20.5% 483.3% 2.1%
VIETNAM 20,834,401 24.2% 10,317.2% 3.2%
TOTAL ASIA 650,361,843 17.2% 469.0% 100.0%
(SOURCE: INTERNETWORLDSTATS DECEMBER 2008)

How Long Asia Pacific Spends Online
TOTAL UNIQUE TOTAL MINUTES AVERAGE MINUTES AVERAGE VISITS
VISITORS (000) (M) PER VISITOR PER VISITOR
WORLDWIDE 1,078,911 1,442,534 1,337.0 44.3
ASIA PACIFIC 431,091 412,611 957.1 34.1
CHINA 187,822 155,039 825.5 34.2
JAPAN 62,052 60,777 979.5 36.1
INDIA 32,930 18,988 576.6 19.8
SOUTH KOREA 27,685 43,923 1,586.5 49.8
AUSTRALIA 11,921 13,561 1,137.5 35.3
TAIWAN 11,192 10,906 974.4 32.1
MALAYSIA 9,033 7,441 823.7 25.9
HONG KONG 3,814 4,234 1,110.1 35.9
SINGAPORE 2,523 3,144 1,245.9 35.5
NEW ZEALAND 2,414 2,004 830.2 29.2
SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT HOME/WORK
LOCATIONS)

ASIA PACIFIC


USER BEHAVIOUR
Social networking is big in Asia. More than 450 million
consumers across the region participate in social media.
(SOURCE: OGILVYONE)
Asia Pacific is the biggest region in the world for social
networking with 169 million unique visitors - and it's
growing the fastest too at a rate of 29%.
Such is the pull of social media in Asia that seven
out of the world's 10 top markets that "rely most on
recommendations from consumers" are in this region.
(SOURCE: OGILVYONE)
Social networking site Friendster has Asia to thank for its
popularity - out of its 30 million monthly visitors globally,
nearly 28 million of them are in the Asia Pacific region.
(SOURCE: TECHCRUNCH/FRIENDSTER)
Facebook's 153% visitor growth which it recorded between
mid-2007 and mid-2008 was higher than any other social
network in the world - and it had Asia Pacific to thank for
it, the number of the region's visitors to the site jumping
by 458% in that period.
(SOURCE: BRANDREPUBLIC)
More than half of the region's Internet traffic is down to
users making repeat visits to gaming sites: 51% of Asia
Pacific's online population visited gaming sites in August
2008 on average 11.5 times, each spending on average 87
minutes there. The keenest players of the lot? The South
Koreans, who spent around three hours per visit.
(SOURCE: COMSCORE)
A key motivating factor for Asian online gamers is
socialising. In a survey, more than 50% of respondents
said "meeting other gamers online" was important for their
overall experience. And these friendships can last - more
than 60% of users said they also kept in touch with these
friends on other online social networking platforms.
(SOURCE: IDC)
Asia Pacific's Online Gaming Usage
% REACH TOTAL UNIQUE AVERAGE MINUTES AVERAGE VISITS
VISITORS (000) PER VISITOR PER VISITOR
ASIA PACIFIC** 51.1 199,081 86.8 11.5
CHINA 54.9 90,292 69.8 13.0
SINGAPORE 49.6 1,172 140.0 13.0
AUSTRALIA 44.7 5,032 125.2 11.3
TAIWAN 42.4 4,465 151.0 15.5
NEW ZEALAND 41.1 926 134.5 9.9
SOUTH KOREA 40.5 10,715 189.6 13.0
MALAYSIA 40.2 3,463 130.8 11.9
JAPAN 39.8 22,830 76.1 10.0
HONG KONG 36.9 1,388 142.9 13.1
INDIA 27.4 8,295 45.4 4.3
(SOURCE: COMSCORE WORLD METRIX; AUGUST 2008; TOTAL ASIA-PACIFIC INTERNET AUDIENCE*, *EXCLUDES
SEARCHES FROM PUBLIC COMPUTERS SUCH AS INTERNET CAFES OR ACCESS FROM MOBILE PHONES OR PDAS.
AGE 15+ - HOME & WORK LOCATIONS)
Asia-Pacific's Search Usage Patterns
COUNTRY SEARCHES (M) UNIQUE SEARCHES PER
SEARCHERS (000) SEARCHER
ASIA PACIFIC 28,967 341,850 84.7
CHINA 12,758 149,219 85.5
JAPAN 5,879 61,130 96.2
KOREA 2,303 21,072 109.3
INDIA 1,169 22,931 51.0
AUSTRALIA 977 8,523 114.6
TAIWAN 618 9,735 63.5

MALAYSIA 405 6,207 65.2
HONG KONG 199 2,773 71.8
SINGAPORE 171 1,617 105.6
NEW ZEALAND 135 1,500 90.1
(SOURCE: COMSCORE QSEARCH; TOTAL ASIA-PACIFIC INTERNET AUDIENCE*, *EXCLUDES SEARCHES FROM
PUBLIC COMPUTERS SUCH AS INTERNET CAFES OR ACCESS FROM MOBILE PHONES OR PDAS; AGE 15+ - HOME &
WORK LOCATIONS; SEPTEMBER 2008)
Asia's Social Media Market
COUNTRY POPULATION FORECAST INTERNET INTERNET ESTIMATED
2008 USERS 2008 PENETRATION 2008 SOCIAL
MEDIA USERS
CHINA 1,330,044,605 253,000,000 19.0% 202,400,000
HONG KONG 7,018,636 4,878,713 69.5% 3,902,970
INDIA 1,147,995,898 60,000,000 5.2% 48,000,000
INDONESIA 237,512,355 25,000,000 10.5% 20,000,000
JAPAN 127,288,419 94,000,000 73.8% 75,200,000
SOUTH KOREA 49,232,844 34,820,000 70.7% 27,856,000
MALAYSIA 25,274,133 14,904,000 59.0% 11,923,200
PAKISTAN 167,762,040 17,500,000 10.4% 14,000,000
PHILIPPINES 92,681,453 14,000,000 15.1% 11,200,000
SINGAPORE 4,608,167 4,026,400 87.4% 3,221,120
TAIWAN 22,920,946 15,400,000 67.2% 12,320,000
THAILAND 65,493,298 13,416,000 20.5% 10,732,800
VIETNAM 86,116,559 20,159,615 23.4% 16,127,692
ASIA 3,363,949,353 571,625,328 - 456,883,782
(SOURCE: OGILVYONE)
Bloggers in Asia vs USA
% OF RESPONDENTS ASIA USA
MALE 73% 57%
AGES 18-34 73% 42%
AGES 35+ 27% 58%
SINGLE 57% 26%
EMPLOYED FULL-TIME 45% 56%
HOUSEHOLD INCOME >US$75,000 9% 51%
COLLEGE GRADUATE 69% 74%
AVERAGE BLOGGING TENURE (MONTHS) 30 35
MEDIAN ANNUAL INVESTMENT $30 $80
MEDIAN ANNUAL REVENUES $120 $200
% OF BLOGS WITH ADVERTISING 60% 52%
AVERAGE MONTHLY UNIQUE VISITORS 26,000 18,000
(SOURCE: EMARKETER; JULY/AUGUST 2008)
ONLINE ADVERTISING
Online advertising spending in Asia (ex-Japan) will
experience "dramatic growth" going forward, with compound
annual growth rates of 25.4% over the 2007-2011 period.
(SOURCE: IDC)
Online ads may be informing customers in Asia Pacific
about their choices - but it doesn't means they are
persuading them to buy anything. More than 60% of users
in one survey said they saw online ads as "informative" yet
TV ads were "more likely to make them want to buy the
product that was being advertised".
(SOURCE: IDC)
If advertisers do want to increase their persuasive abilities
online, the best thing to do is make them laugh. According
to one survey, nearly 70% of Asian online users watch
online video ads, with 60% of users saying they would be
"highly interested" if that ad was funny.
(SOURCE: IDC)
Together, Japan, South Korea and China took up nearly
82% of Asia's online ad spending in 2008.
(SOURCE: SOZON)
Asia's online ad spend should eclipse western Europe's by
2010 to reach US$122 billion.
(SOURCE: YAHOO!)

Online ad spend in south east Asia alone will net almost
US$200 million by 2010, led mostly by increases in display
advertising activities. And three markets - Vietnam,
Indonesia and the Philippines - will be responsible for
as much as 90% of the south east Asia region's market
growth over the next five years.
(SOURCE: MARKETING-INTERACTIVE/NIELSEN/YAHOO!)
Online branding efforts appear to be paying off in the
region, with nearly one third (32%) of users around Asia -
from Hong Kong, China, Taiwan, Singapore, Malaysia and
Thailand - saying the brand advertising they have seen
across all forms of digital media "significantly increased"
their interest in using the brand in question.
(SOURCE: TNS/MEDIA)
Nearly half - 45% - of Asia Pacific's advertisers and
marketers surveyed said they used online games as part of
their digital marketing strategies in 2008.
(SOURCE: ADMA DIGITAL MARKETING SURVEY 2008)
So much for the financial crisis - 59% of Asia Pacific
advertisers surveyed actually increased their digital
marketing budgets in 2008 while only 10% made cutbacks.
(SOURCE: ADMA DIGITAL MARKETING SURVEY 2008)
Internet Advertising Revenues Forecast by Region
REGION 2007 ($M) 2008 *($M) 2010 *($M)
NORTH AMERICA 188,415 194,990 207,570
WESTERN EUROPE 119,976 124,420 135,781
ASIA PACIFIC 102,807 111,534 127,916
CENTRAL & EASTERN EUROPE 31,563 37,041 48,424
LATIN AMERICA 26,329 30,924 38,920
REST OF WORLD 16,490 18,606 25,938
WORLDWIDE 485,580 517,515 584,550
(SOURCE: ZENITHOPTIMEDIA *PROJECTIONS)
Types of Digital Media Seen Being Used in Asia
MEDIA % OF USERS
DEDICATED WEBSITES 53%
SPONSORED CONTENT 50%
POP-UP ADS 46%
BANNER ADS 39%
EMAIL 29%
MOBILE PHONES 19%
ADS IN VIDEO GAMES 6%
ADS IN VIRTUAL WORLDS 4%
OTHER 11%
(SOURCE: TNS/MEDIA; REPRESENTS CHINA, HONG KONG, MALAYSIA, SINGAPORE, TAIWAN AND THAILAND)
Trust in Media Channels in Asia
MEDIA CHANNEL % WHO TRUST THE CHANNEL COMPLETELY
RECOMMENDATIONS FROM FRIENDS AND FAMILY 54%
INDEPENDENT REVIEWS IN PUBLICATIONS 25%
EXPERT PRODUCT REVIEW FROM WEBSITES 28%
PRODUCT LABELS ON PACKAGING 27%
CONSUMER PRODUCT REVIEW FROM WEBSITES 22%
MANUFACTURERS/BRANDS WEBSITES 22%
CONSUMER OPINION IN BLOGS 18%
TV ADS 18%
PRODUCTS/BRANDS THAT APPEAR IN MOVIES OR WITHIN TV PROGRAMMES 19%
MAGAZINE ADS 16%
NEWSPAPER ADS 16%
CONSUMER OPINION ON MESSAGE BOARDS 15%
EMAIL NEWSLETTERS 15%
CONSUMER OPINION IN CHAT ROOMS 15%
ADS ON POSTERS, BUSES/BUS SHELTERS 13%
ADS AT THE CINEMA BEFORE THE MOVIE STARTS 14%
RADIO ADS 12%
RECOMMENDATIONS FROM OTHER CONSUMERS WHO YOU DO NOT PERSONALLY KNOW 11%
ADS THAT APPEAR ON SEARCH ENGINES 12%
BANNER ADS ON WEBSITES 11%
ADS THAT HAVE BEEN SENT TO YOU BY EMAIL 9%
POP-UP OR POP-UNDER WEB ADS 7%
ADS VIA MOBILE SMS 6%
(SOURCE: TNS/MEDIA; REPRESENTS CHINA, HONG KONG, MALAYSIA, SINGAPORE, TAIWAN AND THAILAND)
MOBILE
An estimated 472.5 million mobile phones were sold in Asia
in 2008, a 17.9% increase on 2007.
(SOURCE: MARKETINGVOX)
By 2013 more than 50% of the world's projected 5.63
billion mobile connections will come from the Asia Pacific
region. Not surprisingly the two markets leading the charge
will be China and India.
(SOURCE: TRENDSNIFF/OVUM)
Excluding Japan, Asia now has around 97.6 million mobile
online gamers. More than half of them are in China.
(SOURCE: IDC)
Mobile data revenues in Asia Pacific in 2008 came to
US$65.1 billion - in 2003 they stood at just US$21.9 billion.
(SOURCE: FROST & SULLIVAN/ZDNETASIA)
On a regional basis, Asia Pacific is the largest mobile
gaming market on earth, generating an estimated US$2.3
billion in end-user spending in 2008, which is estimated to
rise to US$3.4 billion in 2011.
(SOURCE: GARTNER)
In 2008, 1.7 trillion out of an estimated 2.3 trillion mobile
SMS messages sent around the world came from Asia.
By 2012 more than US$880 million of Asia Pacific's mobile
music revenues will come from ad-supported business
models.
(SOURCE: EMARKETER)
By the end of 2008 there were an estimated 91.4 million
mobile social networking users in the world - 50% of them
living in the Asia Pacific region.
(SOURCE: INFORMA TELECOMS & MEDIA)
Asia Pacific's 3G population is set to explode. The region
was home to an estimated 158.4 million 3G subscribers in
2008. By 2013 that figure could mushroom to 564 million.
(SOURCE: INTELLASIA/FROST & SULLIVAN)
Mobile TV revenues in Asia Pacific (ex Japan) are
anticipated to reach US$1.88 billion by 2013, a dramatic
increase from the US$440 million earned in 2007.
(SOURCE: EMARKETER/FROST & SULLIVAN)
Mobile Data Revenues by Region
REGION MOBILE DATA % OF TOTAL MOBILE MONTHLY MOBILE
REVENUES (M) REVENUES DATA ARPU
ASIA PACIFIC $20,272.57 24.57% $4.74
WESTERN EUROPE $13,065.12 21.13% $7.92
NORTH AMERICA $8,636.30 19.76% $10.48
EASTERN EUROPE $2,866.93 15.70% $2.45
LATIN AMERICA $2,384.20 13.02% $1.84
MIDDLE EAST $927.63 8.21% $1.73
AFRICA $881.74 6.62% $0.93
TOTAL $49,034.48 19.68% $5.07
(SOURCE: EMARKETER; Q1 2008)

Mobile Advertising Spending in Asia Pacific
2007-2012
2007 2008 2009 2010 2011 2012
($M) ($M) ($M) ($M) ($M) ($M)
MOBILE MESSAGE ADS 700 1,229 1,827 3,100 4,309 5,320
MOBILE DISPLAY ADS 12 36 91 182 293 397
MOBILE SEARCH ADS 26 72 190 373 732 1,160
TOTAL 738 1,336 2,108 3,655 5,344 6,877
(SOURCE: EMARKETER)
Mobile Music Spending in Asia Pacific, by Format,
2007-2012
2007 2008 2009 2010 2011 2012
(M) (M) (M) (M) (M) (M)
MASTERTONES, RINGBACK TONES AND OTHER* $654 $843 $1,110 $1,579 $2,311 $3,450
FULL-TRACK DOWNLOADS $535 $747 $1,067 $1,644 $2,606 $4,216
TOTAL MOBILE MUSIC SPENDING $1,189 $1,590 $2,177 $3,223 $4,918 $7,666
OF WHICH: AD-SUPPORTED MOBILE MUSIC $42 $80 $142 $258 $566 $882
(SOURCE: EMARKETER; EXCLUDES MONOPHONIC AND POLYPHONIC RINGTONES; INCLUDES CHINA,
INDIA, JAPAN, SOUTH KOREA; *OTHER INCLUDES MUSIC VIDEOS AND STREAMS)
E-COMMERCE
Online shopping throughout Asia is a "growing trend", with
44% of users having shopped online for the past three
years; and 63% of respondents saying they now shop
online "at least occasionally". Over a three month period,
regional shoppers bought an average of 3.1 purchases
online, spending on average $612.40 on their purchases
over that period. More than three-quarters of them (76%)
intend to shop online again in the next 6 months.
(SOURCE: MASTERCARD WORLDWIDE INSIGHTS)
In general, online shopping seems to be a pleasurable
experience for Asia's consumers, with 71% finding it
convenient; 66% finding it easy; and 62% of users finding
it simpler than catalogue or telephone shopping.
Price and security matter to online shoppers across Asia.
A sizeable 87% of shoppers cite secure payment facilities
as an important factor affecting their online purchasing
decisions, with 87% also citing price and 85% noting
convenient payment methods. Equally, for those who are
less keen to shop online, the key reason is security again,
with 65% of online shoppers across the region fearing
online transactions are "unsafe". And when asked how
online shopping can be improved, almost three quarters of
the region's online consumers - 74% - said they "wanted
to see enhanced payment security".
Asia Pacific's (ex Japan) paid online content market was
expected to grow by 21% in 2008 from 2007 to reach
a market size of US$4.67 billion. By the end of 2013
that number is expected to grow to US$9.2 billion. The
key driver behind this growth is online gaming, which
is expected to represent 75.1% of all premium or paid
content revenues in 2013, representing US$6.9 billion.
(SOURCE: FROST & SULLIVAN)
Asia Pacific Online Shopping Revenues

COUNTRY 2007 (US$BN) 2010 (US$BN)
AUSTRALIA 27.2 37.3
CHINA 297.8 1415.7
HONG KONG 5.5 10
INDIA 70.8 734.3
JAPAN 168.9 185.3
SOUTH KOREA 82 114.7
SINGAPORE 4.5 6.6
THAILAND 5.9 20.8
(SOURCE: MASTERCARD WORLDWIDE)
Asia Pacific Online Shopping Market Outlook
COUNTRY ONLINE SHOPPING ONLINE SHOPPING
PENETRATION RATE POPULATION
2007 (%) 2010 (%) 2007 (M) 2010 (M)
AUSTRALIA 67 72.1 10.4 12
CHINA 70 74.8 147.1 480.4
HONG KONG 50 62.5 2.4 3.5
INDIA 47 59.2 28.1 203.1
JAPAN 83 83.1 72.7 75.1
SOUTH KOREA 83 88.9 29 33
SINGAPORE 60 67.7 1.5 1.8
THAILAND 43 57.5 3.6 10.5
(SOURCE: MASTERCARD WORLDWIDE)
CASE STUDY
Client: AirAsia
Agency: Yahoo! Mobile
Campaign: AirAsia brand building campaign
Objective: AirAsia wanted to increase awareness of the
company and its promotions throughout the region.
Strategy: Encourage interaction and allow users to
immerse themselves with the AirAsia brand. Evoke interest
in AirAsia's "Sleepless in 3 cities" and "Beautiful island
getaways" campaigns.
Details: Partner with Yahoo! Mobile to help drive traffic to
the AirAsia mobile website by placing ad banners on the
Yahoo! Mobile homepage, Yahoo! Mail, Yahoo! Messenger
and Yahoo! oneSearch. Engage users with a rich mobile
experience on the AirAsia mobile website.
Results: AirAsia became the first-ever company on
Yahoo! mobile in Malaysia.
In just 28 days AirAsia garnered 6,091,490 impressions
on mobile phones across Malaysia, Singapore, Thailand,
Indonesia, Philippines, Taiwan and Hong Kong.
108,405 clicks were obtained (CTR of 1.78%) from
mobile users.
Average CPC on market value was $0.56.

DEMOGRAPHICS
Nearly three quarters (73%) of Australian homes are now
connected to the Internet. At the end of June 2008 there
were 6.21 million active Internet households in the country.
(SOURCE: ABS/ACMA)
Broadband's popularity surged in Australia in 2008, with
household penetration rates rising to 97% last year, up
from 84% in 2007.
(NIELSEN ONLINE)
You can tell a lot about a person by their Internet
connection it appears - Australians with post-graduate
degrees are 83% more likely to have broadband access
than those without tertiary qualifications.
(SOURCE: ABS/ACMA)
The Internet also appears to be the domain of the wealthy
- households with an income of more than AU$2,000 or
more a week are three times more likely to have broadband
than those with less than AU$600 per week. Indigenous
households are around half as likely to have broadband.
(SOURCE: ABS/ACMA)
How Australians Connect
CONNECTION '000
DIAL-UP
ANALOG 1,298
ISDN/OTHER 13
ALL DIAL-UP CONNECTIONS 1,311

NON DIAL-UP (B)

ISDN/OTHER 19
DSL 4,208
FIXED WIRELESS 164
MOBILE WIRELESS 1,298
SATELLITE 80
CABLE 916
ALL NON DIAL-UP CONNECTIONS 6,685
TOTAL ACCESS CONNECTIONS 7,996

Download Speeds
SPEED '000
LESS THAN 256KBPS 1,319
BROADBAND
256KBPS TO LESS THAN 512KBPS 1,458
512KBPS TO LESS THAN 1.5MBPS 1,181
1.5MBPS TO LESS THAN 8MBPS 2,012
8MBPS TO LESS THAN 24MBPS 1,653
24MBPS OR GREATER 373
TOTAL BROADBAND (256KBPS+) 6,678
TOTAL DOWNLOAD SPEEDS 7,996
(SOURCE: ABS; Q4 2008)

USER BEHAVIOUR
Australians now spend more time consuming media and
this is largely thanks to the Internet: Australians were
spending 16.1 hours a week online in 2008, up from 13.7
hours in 2007.
(SOURCE: NIELSEN ONLINE)
The average Australian spends one and a half hours of
their leisure time online every day.
(SOURCE: TNS)

AUSTRALIA
Uluru (Ayer's Rock) in the Australian Outback
Australian men in general spend more time online than
their female counterparts - amongst heavy Internet users
62% are male and 48% are female.
(SOURCE: ABS/ACMA)
More media consumption means more multi-tasking: 61%
of online users watch TV while they are online and 50%
use the Internet while they listen to the radio. For all users
who do multi-task, the Internet is "most commonly cited as
the primary focus".
More Australians are using the Internet to make voice calls,
with traffic for Skype and other types of voice over Internet
protocol (VoIP) services increasing by 27% in the year
ending April 2008.
(SOURCE: AUSTRALIAN COMMUNICATIONS AND MEDIA AUTHORITY)
VoIP's growth potential in Australia is such that now nearly
half (47%) of all ISPs offer VoIP as part of their bundled
broadband packages.
Australians are high adopters of social networking sites -
65% of online users in the country use them.
(SOURCE: IBM INSTITUTE FOR BUSINESS VALUE)
The Internet is now "the preferred medium for
entertainment and leisure" in Australian homes. In a survey
of media habits of Australian gamers, 87% of them ranked
using the Internet first as their preferred media activity
ahead of watching TV, watching DVDs, reading books,
newspapers or magazines and listening to music.
(SOURCE: IEAA)

Perhaps because of their preference for the Internet as a
leisure activity, gamers are "more likely than non-gamers to
use newer online services": 23% of gamers blog compared
to 11% of non-gamers; 51% of gamers engage in social
networking against 37% of non-gamers; and 35% of
gamers download TV shows/movies compared to 18% of
non-gamers.
(SOURCE: IEAA)
Awareness of blogging in Australia is high, with 93% of
Australians aware of them, yet only 40% access them and
only 13% contribute to them.
(SOURCE: TNS)
Australian online users rate the Internet as their most
trusted source of information (27%), above newspapers
(20%) or the television (17%).
Australian Online Activities by Internet Connection
ACTIVITY BROADBAND DIAL UP
BANKING 75% 53%
MAPS/DIRECTIONS 64% 47%
NEWS, SPORTS OR WEATHER UPDATES 73% 58%
AUCTIONS 39% 25%
MAKING PAYMENTS FOR GOVERNMENT SERVICES 21% 8%
SUBSCRIBE/SIGN UP TO EMAIL NEWSLETTERS 37% 25%
ONLINE RADIO 13% 2%
STREAMING VIDEO 11% 0%
STREAMING AUDIO 10% 0%
READING BLOGS 17% 7%
DOWNLOADING VIDEO 22% 12%
AIRLINE TICKET PURCHASE 45% 35%
BILL PAYMENT 68% 58%
ONLINE SOCIAL NETWORKING (E.G. FACEBOOK, MYSPACE, LINKEDIN) 27% 18%
DIRECTORIES (YELLOW/WHITEPAGES) 60% 52%
SUBMITTING FORMS OR INFORMATION TO GOVERNMENT WEBSITES 29% 22%
VOICE OVER IP/INTERNET TELEPHONY 9% 2%
ACCOMMODATION BOOKINGS 39% 32%
ADULT SERVICES/WEBSITES 10% 3%
LOCAL/COMMUNITY INFORMATION 25% 18%
GAMBLING 10% 3%
INSTANT MESSAGING 39% 33%
HEALTH AND MEDICINE SITES 31% 25%
EDUCATION/STUDY SITES 29% 35%
(SOURCE: ACMA/NIELSEN ONLINE)
Australian Online Activities by Gender
ACTIVITY FEMALE MALE
ADULT SERVICES/WEBSITES 3% 20%
DOWNLOADING AUDIO 21% 35%
DOWNLOADING VIDEO 15% 28%
NEWS, SPORTS OR WEATHER UPDATES 67% 79%
STREAMING VIDEO 6% 15%
GAMBLING 6% 14%
MAKING PAYMENTS FOR GOVERNMENT SERVICES 17% 24%
STREAMING AUDIO 6% 13%
AUCTIONS 34% 41%
MAPS/DIRECTIONS 60% 65%
HEALTH & MEDICINE SITES 32% 27%
EDUCATION/STUDY SITES 31% 25%
(SOURCE: ACMA/NIELSEN ONLINE)
Activities of Australian Gamers vs Non-Gamers
ONLINE ACTIVITY % OF NON-GAMERS % OF GAMERS
SELF-PUBLISHING/BLOGGING 11% 23%
DOWNLOADING COMPUTER OR VIDEO GAMES 8% 43%
DOWNLOADING TV SHOWS OR MOVIES 18% 35%
OTHER 32% 32%
VOICE OVER INTERNET TELEPHONE 33% 33%
PLAYING COMPUTER OR VIDEO GAMES 0% 64%
SOCIAL NETWORKING 37% 51%
WATCHING STREAMING MEDIA 39% 60%
CHATTING 44% 57%
DOWNLOADING MUSIC 41% 63%
STUDY 56% 62%
WORK 66% 70%
BOOKING TRAVEL/HOLIDAYS 86% 81%
SHOPPING/BANKING/PAYING BILLS 90% 91%
READING THE NEWS 90% 90%
PRODUCT INFORMATION 93% 95%
BROWSING/SURFING 94% 97%
EMAIL 99% 100%
(SOURCE: IEAA)
ONLINE ADVERTISING
Expenditure on online advertising in Australia in 2008 came
to a sizeable $1.7 billion, representing a 27.1% increase on
2007, or an additional AU$364.25 million.
(SOURCE: IAB/PRICEWATERHOUSECOOPERS)
Of the AU$1.7 billion of Australia's online ad expenditure,
AU$465 million was spent on display advertising; $439
million on classified advertising; and $807 million on search
and directories.
Behind the increase in online ad spending in Australian
has been strong annual increases across all categories: a
30% increase in search and directories; a 27% increase
in general display advertising; and a 23% increase in
classified ads.
Most online Australians seem happy with ad-supported
online video content, with 75% of them saying they would
watch ads either before or after quality, free content. The
Uluru (Ayer's Rock) in the Australian Outback

remaining 25% of them however dislike ads so much that
they would actually pay to avoid advertising messages.
Australians are split straight down the middle when it
comes to how they feel about sharing information about
themselves with advertisers in exchange for something of
value - 50% of that said they were willing to do this.
Australians are becoming "less tolerant" of advertising
across social media, with 38% of users saying they
considered advertising "an intrusion", compared to 29%
who said the same in 2007. Equally while 51% said they
didn't mind advertising in 2007, a lower number - 47% -
now say that is the case.
Member community sites - including blogs and social
networking sites - now reach 59% of Australian online
users, compared to 55% in 2007.
Australia's Top Online Ad Spend Categories in 2008
CATEGORY ONLINE DISPLAY ALL MEDIA
AU$M SHARE % AU$M
FINANCE 85.6 14.1 606.3
COMMUNICATIONS 65.2 18.0 362.2
MOTOR VEHICLES 56.9 5.1 1,118.5
TRAVEL/ACCOMMODATION 35.4 6.7 525.3
MEDIA 25.8 8.1 319.8
RETAIL 21.9 1.1 2,084.3
ENTERTAINMENT & LEISURE 19.7 2.6 771.0
SERVICES 19.3 7.6 254.6
INSURANCE 18.4 6.6 278.8
COMPUTERS 17.7 20.9 84.6
TOTAL FOR ALL OTHERS
NOT IN TOP 10 84.1 11.2 112.5
TOTAL AD SPEND
ESTIMATES FOR 2008 450 4.5 10,063
(SOURCE: NIELSEN AIS AUSTRALIA)
Australia's Top 10 Sites
TOTAL UNIQUE % REACH TOTAL MINUTES (MM)
VISITORS (000)
GOOGLE SITES 9,708 81.4% 1,220
MICROSOFT SITES 9,071 76.1% 3,931
FACEBOOK.COM 5,331 44.7% 758
YAHOO! SITES 5,254 44.1% 370
EBAY 4,810 40.3% 340
FOX INTERACTIVE MEDIA 4,218 35.4% 565
NEWS INTERACTIVE PTY LIMITED 3,992 33.5% 186
TELSTRA CORPORATION LIMITED 3,877 32.5% 101
WIKIMEDIA FOUNDATION SITES 3,731 31.3% 53
APPLE INC. 3,624 30.4% 24
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT AUSTRALIA HOME/
WORK LOCATIONS)
Australia's Top Online Retail Sites
% REACH
AMAZON SITES 38.9%
APPLE.COM WORLDWIDE SITES 26.2%
SHOPPING.COM SITES 17.0%
COLES GROUP 16.0%
WOOLWORTHS 12.6%
AMERICANGREETINGS PROPERTY 7.7%
NINEMSN SHOPPING 7.3%
TICKETEK 7.2%
DEALSDIRECT.COM.AU 7.0%
GETPRICE.COM.AU 6.9%
WORK LOCATIONS; HEAVY INTERNET USERS)
Australia's Top Online Gaming Sites
SITE % REACH
WILDTANGENT NETWORK 6.9%
MINICLIP.COM 6.3%
MSN GAMES 4.6%
ADDICTINGGAMES.COM 3.3%
DISNEY GAMES 3.0%
WORK LOCATIONS)
Australia's Top Technology News Sites
% REACH
NETSHELTER TECHNOLOGY MEDIA 26.8%
CNET 22.9%
ABOUT.COM TECHNOLOGY NETWORK 5.8%
ZDNET 3.3%
BESTOFMEDIA GROUP 2.9%
GRAYSONLINE.COM.AU 2.5%
COMMENT CA MARCHE 2.4%
WIRED.COM 2.4%
SCIENTIFIC AMERICAN NETWORK 2.2%
SLASHDOT.ORG 2.2%
Australia's Top Entertainment Sites
% REACH
YOUTUBE.COM 74.1%
ITUNES SOFTWARE (APP) 45.1%
CBS INTERACTIVE 44.1%
VIACOM DIGITAL 27.4%
GORILLA NATION 23.9%
MSN VIDEO 23.3%
IMDB.COM 23.2%
ARTISTDIRECT NETWORK 20.1%
MYSPACE MUSIC 19.4%
BREAK MEDIA 17.6%
(SOURCE: COMSCORE SEGMENT METRIX; FEB 2009; AUDIENCE: ALL PERSONS 15+ AT AUSTRALIA HOME/WORK
LOCATIONS; HEAVY INTERNET USERS)
Online Advertising Expenditure - Total Spend by
Category by Period (AU$M)
12 MONTHS GENERAL CLASSIFIEDS SEARCH AND % YEAR/ YEAR
ENDED DISPLAY DIRECTORIES TOTAL GROWTH
DECEMBER 2008 $464.5 $439.2 $806.2 $1,710.2 27%
DECEMBER 2007 $367.0 $356.7 $622.2 $1,346.0 34%
DECEMBER 2006 $303.0 $299.0 $399.0 $1,001.0 61%
DECEMBER 2005 $194.0 $206.0 $220.0 $620.0 60%
Online Advertising Expenditure by Industry
ADVERTISER INDUSTRY CATEGORY 2008 2007 2006
FINANCE 20.82% 21.31% 23.15%
COMPUTERS & COMMUNICATIONS 15.13% 16.58% 16.96%
MOTOR VEHICLES 14.94% 14.47% 14.73%
TRAVEL/ACCOMMODATION 6.30% 6.93% 6.72%
ENTERTAINMENT & LEISURE 7.18% 6.15% 6.13%
MEDIA 4.00% 4.33% 5.09%
FMCG 4.20% 4.66% 3.33%
REAL ESTATE 2.91% 2.37% 2.53%
RETAIL 3.31% 3.10% 3.47%
INSURANCE 3.41% 3.70% 2.00%
HEALTH/BEAUTY/PHARMACEUTICALS 4.04% 3.18% 2.65%
GOVERNMENT 2.93% 3.47% 2.78%
OTHER 4.04% 4.01% 2.90%
RECRUITMENT 1.84% 1.81% 3.69%
ALCOHOLIC BEVERAGES 1.28% 1.15% 0.74%
EDUCATION & LEARNING 1.60% 1.17% 1.03%
HOME PRODUCTS & SERVICES 0.76% 0.72% 0.87%
COMMUNITY/PUBLIC SERVICE 0.88% 0.62% 0.85%
OFFICE & BUSINESS EQUIPMENT 0.43% 0.27% 0.38%
(SOURCE: IAB/PWC)
MOBILE
Mobile phone revenues in Australia increased by 6.9% in
the 2007-08 period generating AU$11 billion in revenues.
(SOURCE: AUSTRALIAN COMMUNICA TIONS AND MEDIA AUTHORITY)


Mobile phone penetration rates remain high in Australia
with 83% of adults using a mobile phone service. Other
sources place it much higher, as high as 108%.
(SOURCE: AUSTRALIAN COMMUNICATIONS AND MEDIA AUTHORITY/BUSINESS MONITOR)
By 2013 it is estimated there will be more than 25.8 million
subscribers in Australia, representing a penetration rate of
117.4%.
(SOURCE: BUSINESS MONITOR)
Nearly all Australian mobile phone user (97% of them)
use their mobile for more than just making phone calls. Of
those, 61% use their phones for information services; 57%
for "entertainment purposes"; 99% for "communication type
services"; while 31% used their phone to make purchases.
(SOURCE: MNET/TELECOMPAPER)
Nearly a third of Australians (31%) have now gone online
via their mobiles, on average doing this 1.9 times a week.
(SOURCE: MYSPACE.COM/SWEENEY RESEARCH)
The cost of using mobile data services is proving a
deterrent for Australian mobile phone users. A sizeable
69% of mobile users take photos with their phone, costing
them nothing, while only 39% forward them on to friends,
a service which they need to pay for. Equally, while 39% of
mobile users have gone down the 3G route, only 27% of
those people have used their phones to go online.
Mobile Internet activity is on the increase in Australia -
between September and December 2008, the number
of page views across mobile Internet sites increased by
17.3%, representing a compound annual growth rate of
89.3%.
(SOURCE: AIMIA)
For Australian mobile users, SMS is now as much of a "key
expenditure" each month as voice services with 84% of
users in each category saying this was the case, followed
by MMS (22%), buying content (9%) and email (7%).
(SOURCE: AIMIA)
More than a third (36%) of Australian mobile phone users
have purchased and/or subscribed to information services
via their mobiles in the past 12 months, while 33% had
purchased mobile content. More than 50% of them became
aware of new mobile content via the Internet.
(SOURCE: AIMIA)
Nearly half (48%) of mobile users bought content online via
their PC; 17% bought it from their mobile carrier's portal;
while 12% bought it from their mobile phone menu.
(SOURCE: AIMIA)
The most popular types of content purchased by Australian
mobile users are games (43%), true tones (42%) and
wallpapers (33%), the first two items having grown
significantly in popularity in the past two years - the
popularity of true tones growing by 173% and games by
171%. The number of mobile users purchasing digital music
downloads has jumped by 113% over the past two years.
(SOURCE: AIMIA)
Looking ahead, Australians want more of the same, with
"the most popular requests for future mobile content"
being digital music downloads (30%), games (27%) and
wallpapers (25%).
(SOURCE: AIMIA)
The key types of information Australian mobile Internet
users access are news (53%), weather (50%) and sport
(34%). Compared to last year's data the greatest growth
in the type of information accessed has been maps (347%
increase), restaurant/cafe guides (174%) and TV listings
(93%).
(SOURCE: AIMIA)

For mobile users who don't use their phones for anything
other than voice or SMS, 10% of them say they do this
because they "don't know what it does"; 26% meanwhile
say they "don't get any value out of it"; 10% don't know
how to connect to the Internet; 7% don't know how to
access content when connected; and a sizeable 60% of
users just "don't care".
(SOURCE: AIMIA)
For mobile users that share their mobile content, by far
and away the most popular type of content is photos with
96% of users saying they share this, compared to 41%
who share videos; 32% who share music; and just 3% that
share blog posts.
(SOURCE: AIMIA)
Half of those who share their content tend to do it once a
month or more. And users aged under 25 are more likely to
create content to share with other users.
(SOURCE: AIMIA)

The two main methods Australians use to share content are
MMS (63% of users) and Bluetooth (61%).
(SOURCE: AIMIA)
Community Services Used by Australian Mobile Users
% OF RESPONDENTS
SERVICE VIA PC VIA MOBILE
MSN MESSENGER 57% 8%
YOUTUBE 46% 2%
FACEBOOK 45% 5%
MYSPACE 28% 3%
YAHOO! MESSENGER 23% 2%
SKYPE 22% 2%
GOOGLE TALK 12% 2%
FLICKR 10% 1%
LINKED IN 7% 1%
CHAT ROOMS 7% 1%
RSS FEED READER 7% 2%
APPLE ICHAT 2% N/A
AOL MESSENGER 2% <1%
CYWORLD <1% <1%
(SOURCE: AIMIA)
Australians' Usage of Mobile Devices
TECHNOLOGY % OF DEVICE % OF DEVICE
ENABLED USED
CAMERA 82% 69%
MMS 66% 39%
MOBILE INTERNET 60% 27%
BLUETOOTH 57% 36%
VIDEO RECORDER 47% 25%
MP3 PLAYER 40% 23%
VIDEO CALLS 37% 10%
DOCUMENT READER 16% 5%
GPS 10% 4%
(SOURCE: NIELSEN ONLINE/ACMA)
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Content Australian Mobile Users Purchase
CONTENT % OF RESPONDENTS*
GAMES 43%
TRUE TONES 42%
WALLPAPERS 33%
POLY TONES 30%
SMS ALERTS 19%
SCREENSAVERS 15%
DIGITAL MUSIC DOWNLOAD 14%
VIDEO 7%
SOUND FX 5%
GREETING CARDS 3%
MONO TONES 3%
LOGOS 2%
(SOURCE: AIMIA; * AS % OF THOSE THAT PURCHASED CONTENT)
E-COMMERCE
E-commerce has now become a prevalent activity amongst
Australian online users - 80% of them now shop online.
(SOURCE: THE NIELSEN COMPANY)
When Australians shop online 37% of them choose online
payment system PayPal rather than Visa (22%) as their
preferred payment method.
Carrying on a trend from previous years, when Australians
shop online, it is mainly to book their travel arrangements,
with 37% of users booking airline tickets and 31% booking
accommodation. The next popular shopping item is book
purchases, with 29% of users typically making these
purchases.
When it comes to the online retailer who attracts the
most Australian shoppers, there is one "clear market
leader" - eBay, with 56% of online shoppers having bought
something from the site.
Australians spend on average half that of the Americans
online, spending on average US$37.86 per order against
US$77.94 in the U.S.
(SOURCE: EMARKETER)
Australia's B2C E-Commerce Sales: 2007-2011
YEAR SALES (AU$ BILLION) % CHANGE FROM PREVIOUS YEAR
2007 $18.1 (US$13.6) 45%
2008 $24.5 (US$20.4) 35%
2009 $30.6 (US$26.4) 25%
2010 $37.3 (US$28.7) 22%
2011 $44.8 (US$31.1) 20%
(SOURCE: EMARKETER)
What Australians Buy Online
ITEMS BOUGHT ONLINE % WHO BOUGHT A PRODUCT IN THIS
CATEGORY WITHIN LAST 3 MONTHS
TRAVEL (TICKETS/ACCOMMODATION) 28%
OTHER 17%
DVDS/VIDEOS 16%
BOOKS/MAGAZINES/NEWSPAPERS 16%
GIFTS 15%
NONE IN THE LAST THREE MONTHS 15%
TOYS OR GAMES 13%
COMPUTER SOFTWARE 13%
OTHER CLOTHING/SHOES 13%
OTHER ENTERTAINMENT (E.G. SHOWS, EVENTS) 13%
MUSIC TO DOWNLOAD 12%
SPORTS EQUIPMENT/CLOTHING 10%
CDS/TAPES 9%
COMPUTER HARDWARE 9%
COMMUNICATIONS EQUIPMENT
(E.G. MOBILE PHONE, FAX, PAGER) 4%
SHARES OR FINANCIAL INFORMATION 4%
SUPERMARKET SHOPPING 3%
ALCOHOL (E.G. WINE, BEER, SPIRITS) 2%
ADULT ENTERTAINMENT 2%
CANNOT SAY 1%
(SOURCE: ACMA/ROY MORGAN; ITEMS DIRECTLY BOUGHT ONLINE IN THE PREVIOUS THREE MONTHS, JANUARY
TO MARCH 2008)
Where Australians Shop Online
ONLINE RETAILER % OF USERS
EBAY 56%
DEALSDIRECT.COM.AU 23%
VIRGIN BLUE 15%
TICKETEK 12%
AMAZON 11%
QANTAS 12%
JETSTAR 12%
ITUNES (MUSIC) 6%
TICKETMASTER7 6%
FLIGHT CENTRE 6%
WOTIF 7%
DSTORE 5%
DOUBLEDAY BOOKS 4%
OO.COM.AU 7%
EZYDVD 5%
(SOURCE: THE NIELSEN COMPANY; 1H 2008)
CASE STUDY
Client: Hasbro Transformers
(Australia)
Agency: OMD
Campaign: Create the
Transformer Hero of your
Dreams
Objective: To establish a
wholly unique integrated
campaign enabling children
to have direct interaction
with the Transformers brand
and products.
Strategy: Capitalise on
Cartoon Network's popularity
among boys aged five to 12
by driving brand awareness
and interaction through an integrated on-air, online and on
the ground promotion.
Details: Cartoon Network developed a promotional micro-
site which included a drag and drop interaction that
allowed children to design their very own Transformer.
The campaign ran across three weeks on the Cartoon
Network Australia site, and was supported by additional
advertising banners linking to the micro-site and on-air
advertising. A panel of Cartoon Network and Hasbro judges
chose five of the best submissions, and the winners were
given the opportunity to meet Hasbro Transformer artist
Eric Seibenhaler in person at participating Kmart Stores.
Seibenhaler presented each of the winners a personalised
Transformer illustration based on their designs.
Results: More than 4,000 children participated in the
promotion.
The promotion generated over 45,000 page views over
the three-week campaign period.
Over a half million impressions were booked.

CHINA
DEMOGRAPHICS
In terms of unique visitors, China is the largest Internet
market on earth, representing 18% of the world's online
population.
(SOURCE: COMSCORE)
China currently is home to around 253 million Internet
users overall, an online population growth of 1,024.4%
from 2000.
(SOURCE: BTRAX)
That number could be higher however - as high as 298
million users, representing an annual growth rate of 41.9%.
(SOURCE: CNNIC)
And that number could mushroom to 389 million Internet
users in 2009.
(SOURCE: BDA)
More than two thirds (68.6%) of Chinese online users are
below the age of 30.
(SOURCE: TRENDSSPOTTING)
Despite the large numbers of Internet users in China,
Internet penetration rates are still proportionately low
ranging anywhere from 15.9% to 22.6% depending on
what source you believe. That being said, on the higher
side, that figure of 22.6% is above the world average level
of 21.9%.
(SOURCE: MASTERCARD WORLDWIDE INSIGHTS/CNNIC)
China is home to the highest number of broadband users
in the world - 270 million people, representing 90.6% of all
Chinese online users, and an increase of 100 million new
broadband users from 2007.
(SOURCE: CNNIC)
There were 84.76 million households with Internet
connections in China in 2008.
(SOURCE: BTRAX)
In terms of gender, China's online population is pretty
evenly balanced with 52.5% of users being male, 47.5%
female. The number of Chinese women going online has
increased from last year when only 42.8% of online users
were female.
(SOURCE: CHINAINTERNETWATCH.COM/CNNIC)
The most prolific Internet users in China are teenagers -
35.2% of the online population are aged between 11 and
19 years old.
One third of all Chinese Internet users (33.2%) are
students.
(SOURCE: CNNIC)
Time Spent Online Per Week
OVERALL TIME SPENT ONLINE TIME SPENT PER WEEK (HOURS)
LESS THAN A YEAR 12.7
1-2 YEARS 12.4
2-4 YEARS 13.8
4-6 YEARS 16.2
6-8 YEARS 19.9
MORE THAN 8 YEARS 26.4
(SOURCE: CNNIC)
The Great Wall of China
China's Internet Users 2008
AGE % OF USERS
UNDER 10 0.4%
AGE 10-19 35.2%
AGE 20-29 31.5%
AGE 30-39 17.6%
AGE 40-49 9.6%
AGE 50-59 4.2%
AGE 60 AND ABOVE 1.5%

EDUCATION
PRIMARY SCHOOL/BELOW 5.4%
JUNIOR MIDDLE 28%
SENIOR MIDDLE/TECHNICAL SCHOOL 39.4%
COLLEGE 12.2%
MASTER'S DEGREE/ABOVE 1%

PROFESSION
OTHERS 0.5%
UNEMPLOYED 5.5%
RETIREES 2%
AGRICULTURAL, FORESTRY, HUSBANDRY, FISHERY LABOURERS 2.3%
FREELANCERS 6.4%
SELF-EMPLOYED 7.3%
INDUSTRY/SERVICE INDUSTRY WORKERS 2%
RURAL MIGRANT WORKERS 2.6%
TECHNICAL PROFESSIONALS 8.7%
ENTERPRISE STAFF 15%
MANAGERS 4.5%
PARTY/GOVERNMENT/INSTITUTE EMPLOYEES 10.3%
STUDENTS 33.2%

INCOME (YUAN) PER MONTH
ABOVE 8,000 1.9%
5,001-8,000 2.9%
3,001-5,000 8%
2,001-3,000 13.7%
1,501-2,000 13.8%
1,001-1,500 16%
501-1,000 16.2%
UNDER 500 26%
NO INCOME 1.5%

PLACES OF ACCESS
HOME 78.4%
INTERNET CAFE 42.4%
OFFICE 20.7%
CAMPUS 11.3%
PUBLIC AREA 2.7%
OTHERS 1.3%

ACCESS EQUIPMENT
DESKTOPS 89.4%
LAPTOPS 27.8%
MOBILE PHONES 39.5%
PDA 1.4%
(SOURCE: CNNIC JAN 2009)
USER BEHAVIOUR
Chinese online users are spending more of their time
online, which is on average 16.6 hours per week.
(SOURCE: BDA)
China has the largest Internet audience in the world with
180 million regular viewers of online video content.
(SOURCE: CASBAA)
Chinese online users like to watch video content online
frequently too. When asked "how often do you use the
Internet to watch video clips", 33% of them said they do
pretty much every time they go online.
(SOURCE: CASBAA/SINA/CHINA YOUTH DAILY)
Social networking has formed a stronghold on the Chinese
online community, particularly so when it comes to video
content. Because of the country's "strong grassroots
culture" nearly two thirds of video content in China (63.7%)
is discovered through social connections. And 94.1% of this

content is shared via instant messaging tools like QQ and
MSN.
(SOURCE: CASBAA)
Chinese online users prioritise the Internet over TV as
their main source of entertainment, with more than 80%
of young Chinese saying they "placed the Web as their
primary source of entertainment".
(SOURCE: CASBAA/SINA/CHINA YOUTH DAILY)
Blogging is picking up in China - 107 million Chinese online
users say they "use blogs", representing 42.3% of the
overall Internet user population.
(SOURCE: OGILVYONE)
More Chinese actually have become bonafide bloggers
themselves however - as much as 162 million now consider
themselves bloggers.
Chinese broadband users love to express themselves online,
with more than nine out of 10 'broadbanders' contributing
"at least one kind of content" online every month.
(SOURCE: NETPOP)
Perhaps for this reason eight out of 10 'broadbanders'
see the Internet as "liberating, efficient, fulfilling, fun and
creative."
(SOURCE: NETPOP)
Of all China's Internet users, almost all of them read news
online - 234 million of them are online news users.
There might be a lot of news out there that the vast
majority of Chinese Internet users are reading but a lot of
them appear to feel wary of it: 70% of them think that "at
best only half the information retrieved on the Internet is
reliable".
(SOURCE: BDA/WORLD INTERNET PROJECT)
China was home to an estimated 202.4 million social media
users in 2008.
(SOURCE: OGILVYONE)
Bulletin Board Systems (BBS) "are at the heart of China's
social media" attracting 10 million posts every day, with
80% of all Chinese websites hosting their own BBS.
(SOURCE: OGILVYONE)
Such is the stronghold social media has on China's online
population that more than 50% of Chinese Internet users
are making new friends online.
(SOURCE: OGILVYONE)
When the Chinese want to connect with these friends, they
overwhelmingly choose instant messaging - 90% of them
use IM to do this.
(SOURCE: OGILVYONE)
The Chinese love listening to music online, with Internet
music usage rates of 84.5%, representing 214 million
people. The next favourite form of online entertainment
is online video with 71% usage rates; followed by online
gaming (58.3% usage rates).
(SOURCE: OGILVYONE)
The longer Chinese Internet users spend online, the longer
they spend online - those Internet users who have only
been online for less than a year spend on average 12.7
hours per week on the Internet, while those who have
been online for more than eight years spend on average
26.4 hours online a week.
(SOURCE: CNNIC)
China is renowned for its tight controls over Internet
content. The country's online users don't seem to mind
however - 85% of them approve of Internet censorship.
Perhaps the reason being is that 93% of them feel that
"much of Internet content to be unsuitable for children".
China's Web 2.0 market is expected to be worth US$645.8
million by 2011.
(S OURCE: IDC/TRENDSSPOTTING)
China MMORPG Market Forecast
2007 2008E 2009E 2010E 2011E
MMORPG GAMERS (M) 34.4 44.7 55.9 66.0 75.9
GAME USERS PENETRATION 19.7% 22.3% 25.3% 27.6% 29.4%
AVERAGE ARPU PER MONTH (RMB) 20.7 21.7 22.4 22.8 23.3
MARKET SIZE (RMB MILLION) 8,544 11,663 15,016 18,073 21,200
MMORPG MARKET SIZE (US$M) 1,124 1,535 1,976 2,378 2,789
GROWTH RATE 54% 37% 29% 20% 17%
(SOURCE: JP MORGAN)
China Casual Game Market Forecast
2007 2008E 2009E 2010E 2011E
CASUAL GAME PLAYERS (MILLION) 42.4 50.9 59.0 66.1 71.4
CASUAL PLAYERS PENETRATION 24.2% 25.4% 26.7% 27.7% 27.6%
ASSUMED RATIO OF PAYING USERS 25% 27% 29% 30% 31%
APRU PER MONTH (RMB) 12.2 13.5 14.5 15.6 16.7
MARKET SIZE (RMB MILLION) 1,563 2,227 2,996 3,714 4,435
CASUAL MARKET SIZE (US$M) 206 293 394 489 584
GROWTH RATE 56% 43% 35% 24% 19%
What Chinese Internet Users do online
(% of groups)
MIDDLE/PRIMARY COLLEGE OFFICE RURAL TOTAL
SCHOOL STUDENTS STUDENTS EMPLOYEES MIGRANT
WORKERS
NETWORK NEWS 68.1% 89.9% 83.1% 73.4% 78.5%
SEARCH ENGINES 63.5% 84.4% 71.9% 56.6% 68.0%
ONLINE RECRUITMENT 8.9% 29.5% 23.0% 23.7% 18.6%
EMAIL 52.2% 81.4% 60.4% 38.9% 56.8%
INSTANT MESSAGING 77.5% 91.1% 75.0% 66.5% 75.3%
HAVING BLOGS 64.0% 81.4% 50.9% 43.1% 54.3%
FORUM/BBS 24.1% 55.5% 34.6% 17.2% 30.7%
FRIEND-MAKING WEBSITES 16.8% 26.0% 20.2% 18.2% 19.3%
NETWORK MUSIC 86.9% 94.0% 83.4% 78.2% 83.7%
NETWORK VIDEO 67.4% 84.4% 68.1% 57.3% 67.7%
NETWORK GAMES 69.7% 64.2% 60.6% 55.5% 62.8%
ONLINE SHOPPING 16.2% 38.8% 29.4% 11.7% 24.8%
ONLINE SELLING 2.1% 5.2% 4.4% 0.8% 3.7%
ONLINE PAYMENT 9.6% 30.5% 22.4% 7.9% 17.6%
TRAVEL RESERVATION 2.0% 6.8% 6.8% 2.5% 5.6%
ONLINE BANKING 7.7% 29.9% 25.5% 7.4% 19.3%
ONLINE STOCK SPECULATION 4.7% 4.7% 15.5% 4.1% 11.4%
ONLINE EDUCATION 16.2% 25.6% 17.3% 7.8% 16.5%
(SOURCE: CNNIC)
Use of Online Apps by Chinese users: 2007 vs 2008
END OF 2007 END OF 2008 CHANGE GROWTH
USE RATE SIZE OF USE RATE SIZE OF INCREASE RATE
USERS USERS
(10,000) (10,000)
NETWORK NEWS 73.6% 15,500 78.5% 23,400 7,900 51.0%
SEARCH ENGINE 72.4% 15,200 68.0% 20,300 5,100 33.6%
NETWORK JOB SEEKING 10.4% 2,200 18.6% 5,500 3,300 150.0%
EMAIL 56.5% 11,900 56.8% 16,900 5,000 42.0%
INSTANT MESSAGING 81.4% 17,100 75.3% 22,400 5,300 31.0%
HAVING BLOGS - - 54.3% 16,200 - -
UPDATING BLOGS 23.5% 4,900 35.2% 10,500 5,600 114.3%
FORUM/BBS - - 30.7% 9,100 - -
FRIEND-MAKING WEBSITES - - 19.3% 5,800 - -
NETWORK GAMES 59.3% 12,500 62.8% 18,700 6,200 49.6%
NETWORK MUSIC 86.6% 18,200 83.7% 24,900 6,700 36.8%
NETWORK VIDEO 76.9% 16,100 67.7% 20,200 4,100 25.5%
ONLINE SHOPPING 22.1% 4,600 24.8% 7,400 2,800 60.9%
ONLINE SELLING - - 3.7% 1,100 - -
ONLINE PAYMENT 15.8% 3,300 17.6% 5,200 1,900 57.6%
TRAVEL RESERVATION - - 5.6% 1,700 - -
ONLINE BANKING 19.2% 4,000 19.3% 5,800 1,800 45.0%
ONLINE STOCK
SPECULATION 18.2% 3,800 11.4% 3,400 -400 -10.5%
ONLINE EDUCATION 16.6% 3,500 16.5% 4,900 1,400 40.0%
(SOURCE: CNNIC, JAN 2009)
How spending time online makes Chinese users feel
SENTIMENT
LEVEL OF ACCEPTANCE WITHOUT THE INTERNET, I CANNOT WORK OR STUDY 39.0%
WITHOUT THE INTERNET, MY ENTERTAINMENT LIFE WILL BE VERY MONOTONOUS 59.1%
HANDLING BUSINESS ONLINE SAVES ME A LOT OF TROUBLE FROM VISITING A PLACE
IN PERSON 69.3%
GENERALLY I READ MAJOR NEWS FIRST ON THE INTERNET 61.8%
WHEN ENCOUNTERING A PROBLEM, I WILL FIRST GO TO THE INTERNET TO SEEK ANSWERS 64.6%
I MAKE MANY NEW FRIENDS ON THE INTERNET 65.4%
THE INTERNET STRENGTHENS MY CONTACT WITH FRIENDS 82.5%
IN THE AGE OF THE INTERNET, I FEEL MORE LONELY 19.9%
THE INTERNET REDUCES MY TIME SPENT WITH MY FAMILY 29.0%
THE REGISTRATION INFORMATION I FILL IN ON THE INTERNET IS TRUE 47.5%
IT IS SAFE TO HAVE TRANSACTIONS ONLINE 27.6%
THE INTERNET IS MY PRIMARY CHANNEL FOR AIRING MY VIEWS 41.9%
AFTER HAVING ACCESS TO THE INTERNET, I AM MORE CONCERNED WITH SOCIAL
EVENTS THAN BEFORE 76.9%
(SOURCE: CNNIC)
ONLINE ADVERTISING
China's online advertising market was valued at RMB17
billion, or US$2.4 billion in 2008, representing year on
year growth of 53%. Online advertising is now the "fastest
growing advertising sector" in China.
(SOURCE: BDA)
Online advertising represented 5% of China's advertising
market in 2008.
(SOURCE: BDA)
China's online advertising market is expected to grow by
20% in 2009.
(SOURCE: BDA)
Online display advertising in China was expected to grow
by 41% year on year in 2008, generating RMB6.4 billion
in revenues. Growth is anticipated to slow down in 2009
however to around 18% year on year growth, representing
RMB7.58 billion in earnings.
(SOURCE: JP MORGAN)
By 2012 online ad revenues in China are expected to reach
US$3.4 billion.
(SOURCE: EMARKETER)
This growth has something to do with the increase in
number of online advertisers in the country, numbering
600,000 in 2008. In 2009 this number could reach 900,000.
(SOURCE: BDA)
The advertisers that will spur this growth are likely to come
from the top three industries for online advertising - IT,
automotives and real estate. Other sectors to watch out for
in 2009 are telecoms, online services and FMCG.
(SOURCE: BDA)

Economic hardships could actually prove a boon for the
online advertising market in China, with expectations of
28% year on year growth in 2009 for the online ad market,
and 37% year on year growth in 2010, representing
US$2.9 billion.
(SOURCE: JP MORGAN)
China currently has 2.87 million websites registered within
its territory, an increase of 91.4% from 2007. The total
number of web pages passed the 16 billion mark at the
end of 2008.
(SOURCE: CNNIC)
Half of the top 20 sites in Asia Pacific by traffic are based in
China, led by Baidu.com, Tencent, SINA.com and NetEase.
Of all advertisers in China using search engine marketing,
86% use Baidu and 60.2% use Google.
(SOURCE: CHINA INTERNET WATCH)
Baidu is the clear market leader in China's search market
with 64.4% market share, followed by Google with 25%
and Yahoo! with 8% share.
(SOURCE: COMSCORE/TRENDSSPOTTING)
Search advertising will experience strong growth in China's
online advertising market in 2009, generating an estimated
RMB6.61 billion, up from RMB4.66 billion in 2008.
(SOURCE: JP MORGAN)
User-generated content is very powerful in China, with
58% of all purchasing decisions being influenced by online
consumer reviews, rating sites, blogs, forums and bulletin
boards.
(SOURCE: NETPOP)
The most influential source for online Chinese when
making purchasing decisions is the search engine - 46%
of 'broadbanders' consult a search engine to make their
shopping decisions, compared to just 25% of American
'broadbanders'.
(SOURCE: NETPOP)
The Chinese online gaming market grew by 63% in 2008
making it worth US$2.8 billion - by 2012 it will be worth $5.5
billion.
(SOURCE: PEARL RESEARCH/BUSINESS INTERNET CHINA)
Forget Facebook, China's Qzone could be the largest
social network in the world. Ranked number one in China
(Facebook doesn't even make it into the top 15), Qzone
claims to have more than 200 million users, compared to
Facebook's 150 million.
(SOURCE: WEB2ASIA)
Not only is Qzone the biggest social networking site in the
world, it could also be the most active - 150 million of its
users actively update their accounts every month at least;
4 million users upload photos daily totalling on average
60 million photos a day; and 9.5 million new blog entries
appear on it each day.
(SOURCE: WEB2ASIA)
In China, the biggest search engine marketing advertisers
are in manufacturing (49.3% of advertisers); the next
biggest group being IT (12.5%); then Trade (10.3%);
Service Industries (6%); Pharmaceuticals (5%) and
Chemical Industry (5%).
(SOURCE: CHINA INTERNET WATCH)
Chinese online users respond well to viral messages,
particularly the 25-29 age group, 85% of which have
received viral messages containing an ad or a link to an ad
at one time, with 71% of them saying they had passed it
on.
(SOURCE: TNS/MEDIA)
Most Popular Chinese Sites
RANK SITE NAME UNIQUE VISITORS (000) MAJOR BUSINESS
1 QQ.COM 62,248 IM
2 BAIDU.COM 60,174 ONLINE AD
3 SINA.COM.CN 48,373 PORTAL (ONLINE AD)
4 163.COM 40,805 PORTAL (ONLINE GAME)
5 YAHOO.COM.CN 38,852 PAIDSEARCH
6 GOOGLE.CN 34,882 PAID SEARCH
7 SOHU.COM 31,184 ONLINE GAMES &MVAS
8 SOSO.COM 30,602 PAID SEARCH
9 MICROSOFT.COM 27,999 ONLINE AD, SNS
10 TAOBAO.COM 25,778 ONLINE AUCTION
(SOURCE: COMSCORE/TRENDSSPOTTING)
China Online Advertising Market Forecast
TYPE OF ADVERTISING (RMB M) 2007 2008E 2009E 2010E
BRAND ADVERTISING 4,559 6,428 7,585 10,013
SEARCH ADVERTISING 2,851 4,663 6,614 9,438
OTHER ONLINE FORMAT 122 135 148 163
TOTAL ONLINE AD MARKET (RMB M) 7,533 11,226 14,347 19,614
TOTAL ONLINE AD MARKET (US$ M) 999 1,627 2,092 2,860
GROWTH RATE 53% 49% 28% 37%
TOTAL CHINA AD MARKET 116,422 155,074 178,336 203,303
GROWTH RATE 10% 11.0% 15.0% 14%
AD MARKET AS % OF GDP 0.47% 0.49% 0.49% 0.50%
ONLINE AD AS % OF TOTAL AD MARKET 6.5% 8.0% 9.3% 11.0%
(SOURCE: JP MORGAN)
China Branded Ad Segment Forecast
2007 2008E 2009E 2010E
BRANDED ADVERTISING (RMB M) 4,559 6,428 7,585 10,013
BRANDED ADVERTISING (US$ M) 605 932 1,106 1,460
GROWTH RATE (RMB, %) 35% 41% 18% 32%
BRANDED AD AS % OF TOTAL AD MARKET 3.9% 4.6% 4.9% 5.6%
(SOURCE: JP MORGAN)
China Search Market Forecast
2007 2008E 2009E 2010E
AVG. INTERNET USERS (M) 174 239 295 348
NUMBER OF SEARCH (BN) 123 161 209 254
COVERAGE 21% 24% 26% 29%
CLICK THROUGH RATE 24.3% 25.5% 25.5% 26.2%
PRICE PER CLICK (RMB) 0.40 0.44 0.45 0.47
PPC MARKET (RMB M) 2,472 4,299 6,234 9,039
PPC MARKET (US$M) 328 623 909 1318
GROWTH RATE (RMB, %) 133% 74% 45% 45%
TOTAL SEARCH MARKET (RMB M) 2,851 4,663 6,614 9,438
TOTAL SEARCH MARKET (US$ M) 378 676 964 1,376
GROWTH RATE (RMB, %) 98% 64% 42% 43%
SEARCH AD AS % OF TOTAL AD MARKET 2.4% 3.3% 4.3% 5.3%
(SOURCE: JP MORGAN)
China's Most Popular Social Networks
RANK SOCIAL NETWORK AVERAGE WEEKLY UNIQUE BROWSERS IN
DECEMBER 2008 (MILLION)
1 51.COM 14.0
2 XIAONEI.COM 9.5
3 CHINAREN.COM 7.0
4 KAIXIN001.COM 3.5
5 MYSPACE.CN 2.0
6 5460.NET 1.0
7 WANGYOU.COM 1.0
8 IPART.CN 1.0
9 360QUAN.COM 0.9
10 CYWORLD.COM.CN 0.8
(SOURCE: CR-NIELSEN)
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Top 20 Advertisers Using Digital Media in China
ADVERTISER % OF USERS
KFC 80%
COCA COLA 77%
NIKE 76%
NOKIA 75%
LI NING 69%
CHINA MOBILE TELECOM 69%
LENOVO 68%
SONY 67%
MCDONALD'S 67%
ADIDAS 66%
VISA 65%
PIZZA HUT 64%
MOTOROLA 64%
HAIER 62%
SMARTONE-VODAFONE 62%
PEPSI-COLA 62%
OLAY 62%
TSINGTAO BEER 60%
PHILIPS 60%
SAMSUNG ELECTRONIC GROUP 59%
(SOURCE: TNS/MEDIA; Q: WHICH OF THE FOLLOWING BRANDS HAVE YOU SEEN ADVERTISED VIA DIGITAL
MEDIA?)
Trust in Media Channels in China
MAGAZINE ADS 13%
TV ADS 12%
NEWSPAPER ADS 10%
RADIO ADS 9%
ADS THAT HAVE BEEN SENT TO YOU BY E-MAIL 8%
(SOURCE: TNS/DIGITAL MEDIA)
MOBILE
In mid-2008, China had 595 million mobile phone
subscribers, representing mobile penetration rates of
44.7%.
(SOURCE: EMARKETER)
By the end of 2008 China was estimated to have had 640
million mobile users.
(SOURCE: ROA)
China currently has 85 million mobile Internet subscribers -
approximately 14.3% of all mobile phone subscribers in the
country.
(SOURCE: EMARKETER)
Other sources put China's mobile Internet population as
high as 117.6 million, marking a 133% jump from 2007.
There were 106.1 million 3G subscribers in China in 2008.
(SOURCE: BTRAX)

The most prolific mobile Internet users are students,

43.5% of them using their mobile devices to read the
news, download music and check their email.
(SOURCE: BBC/CNNIC)
Chinese Internet users have embraced their mobiles as
music devices, with nearly three quarters (73%) of all
digital music revenues being mobile generated.
(SOURCE: EMARKETER)
Chinese Internet users are more likely to access the
Internet via their mobile devices than their American
counterparts, with 58% of them using their phones for this
purpose.
(SOURCE: NETPOP)
Top 10 Mobile Sites
RANK SITE
1 KONG
2 BAIDU
3 GOOGLE
4 SINA
5 QQ
6 HAO123
7 XIAONEI
8 PAOJIAO
9 RUANJ
10 3G
(SOURCE: FRIENDSTER/OPERA)
Top Mobile Internet Website Categories
CATEGORY % MOBILE INTERNET USERS
ENTERTAINMENT 55%
GAMES 36%
MUSIC 31%
NEWS/POLITICS 26%
BUSINESS/FINANCE 18%
(SOURCE: NIELSEN)
Chinese Users' Preferred Mobile Content/
Applications
CONTENT/APP % OF USERS
NEWS 69%
DOWNLOADS 62.4%
IM 51.1%
SEARCH 44.5%
EMAIL 38.9%
GAMES 21%
SNS 20.5%
OTHERS 1.7%
(SOURCE: INSTAT)
E-COMMERCE
One third of China's Internet population engage in
e-commerce.
(SOURCE: JP MORGAN)

One brand rules China's e-commerce market - Taobao, with
a market share of 76%.
(SOURCE: JP MORGAN)
China generated US$297.8 billion in online shopping
revenues in 2007 - 44.9% of the region's total online
shopping revenue turnover. By 2010 it is expected to bring
in US$1,415.7 billion.

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China is home to the "largest potential online shopping
market in Asia/Pacific" representing 147.1 million people,
or 49.9% of the region's e-commerce population. By 2010
the country will be home to 480.4 million online shoppers,
representing 58.6% of the region's online shopping
community.
China may have low penetration rates but this small group
of people likes to spend - the country's online shopping
penetration rates are proportionately very high at 70%.
Chinese online users are no stranger to shopping online,
with 87% of them intending to make a purchase online in
the next 6 months.
Chinese online users may like shopping over the Internet
but that does not mean they like spending a lot of money,
averaging out at US$506.10 spent over a period of three
months.
That being said, "a significant and extraordinarily
large" amount of what the Chinese spend on personal
consumption (32.8%) goes on online purchases.
Security concerns are a major issue for Chinese online
shoppers, with 87% of them saying they are reluctant
to make online purchases because they believe online
transactions are unsafe.
For those Chinese who do make purchases online, only
25% of them prefer using credit cards as their online
payment method, compared to 35% who prefer debit cards
and 32% who prefer electronic transfers.
Online banking experienced very minor growth levels in
2008, rising to 19.3% penetration rates from 19.2% in
2007. And fewer Chinese online users are speculating on
stocks online, down to 11.4% of users compared to 18.2%
in 2007.
(SOURCE: CNNIC)
There may be a lot of people online in China, but that
doesn't mean they have a lot of money to spend online.
The biggest group of users by income happen to be the
lowest earners - 30.5% of Chinese Internet users earn less
than 500 Yuan (US$68.50) per month.
The majority of China's online gaming revenues come from
massively multiplayer online role playing games (MMORPG)
representing around 84% of the total online gaming
market.
(SOURCE: JP MORGAN)
CASE STUDY
Client: eLong.com
Agency: Netconcepts Web Technologies
Campaign: Sales-building
Objective: Increasing natural search traffic and sales by
increasing rankings of targeted keywords.
Strategy: Carry out overall optimisation site-wide,
including website structure, contents, and backlinks.
Increase natural search traffic and sales by increasing both
"head" keywords traffic, and "long tail" keywords traffic.
Reduce eLong's PPC cost. Increase natural search sales
through gaining more visibility generated from effective
keywords that are able to bring relevant clicks and sales.
Details: Netconcepts researched approximately 100,000
keywords, which can be differentiated into grades including
primary keywords, secondary keywords and long tail
keywords. Netconcepts carried out an overall audit and
provided improvement solutions including programming
and content related changes according to the keyword
research. Focus on the optimisation for homepage and
channel pages, integrating with the optimisation of hotel
and flight section pages. In the second stage, the plan
was to increase the amount of static pages by generating
approximately 100,000 HTML hotel pages. In the mean
time, keyword optimisation was continued and integrated
with the overall optimisation strategy. Regular updates
of page content were carried out periodically. The next
stage was to maximise the use of Google map data by
categorising the hotels further and generating more hotel
pages according to attractions, hospitals and businesses
etc. It also improved the presentation of integration
between Google Maps and tourism products. The fifth stage
was to release approximately 200,000 flights related static
pages. The last stage in the plan was to create strategies
for eLong around travel blogging, which would enhance the
link building strategy and brand image.
Results: Natural search traffic increased by 100%.
Hotel bookings from natural search increased by 88%;
PageRank increased from 5 to 8.
Almost 1 million pages have been indexed on Google
network.
Number of backlinks increased to approximate 8.5 million.
The keyword rankings for eLong.com have been
significantly improved. For example, among the top 100
hotel terms, over 50% of the keywords are gaining the
Page 1 Ranking on both Baidu and Google. Terms such as
" " ("hotel booking"), " "("hotels"), "
"("hotel search"), " "("Beijing hotels") and "
"("Shanghai hotel booking") are all ranked in the top
three position.
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DEMOGRAPHICS
Hong Kong has one of the highest Internet penetration
rates in the region at more than 72%.
(SOURCE: OGILVYONE)
Hong Kong currently is home to 3.8 million unique Internet
users.
(SOURCE: COMSCORE)
Hong Kong is a highly networked city with 83% of its
homes linked up to the Internet.
(SOURCE: HK INTERNET PROJECT 2000-2008)
Broadband is widespread in Hong Kong - at the end of
2008, 195 million homes had broadband Internet access,
representing penetration rates of 77.7%.
(SOURCE: OFTA HK)
More women were online in 2008, now representing 50%
of all Internet users compared to 48% in 2007.
More than half (53%) of Hong Kong Internet users are
aged between 31 and 50 years old.
The higher their education level the more likely Hong
Kongers are to be connected to the Internet - 97% of
degree holders or above are online compared to 29% with
middle school education.
Furthermore the money you have the more likely you are
to be an online user - 94% of Hong Kongers in the top
income bracket (HK$40,000 or more per month) have
Internet access compared with 53% of those in the lowest
(less than HK$20,000).
Hong Kong's Internet Users 2008
COMPOSITION OF PENETRATION IN
THE USERS POPULATION
SEX
MALE 50% 73%
FEMALE 50% 65%

AGE
18-24 15% 99%
25-30 14% 96%
31-35 13% 89%
36-40 14% 87%
41-50 27% 75%
51-60 14% 48%
61-74 4% 17%
STATUS
MARRIED 59% 61%
UNMARRIED 41% 85%

EDUCATION
MIDDLE SCHOOL OR BELOW 14% 29%
HIGH/TECHNICAL SCHOOL 42% 79%
ASSOCIATE DEGREE 13% 97%
UNIVERSITY DEGREE 27% 97%
POSTGRADUATE DEGREE 6% 95%

PROFESSION
CIVIL SERVANT 4% 86%
MANAGERIAL/PROFESSIONAL 17% 95%
WORKER/SHOP ASSISTANT 45% 77%
SELF EMPLOYED 4% 91%
STUDENT 10% 100%
RETIRED/UNEMPLOYED 21% 41%
HONG KONG
Hong Kong's tallest building Two IFC rising above the city
How Hong Kongers go Online
ACCESS POINT % OF USERS
HOME 94%
OFFICE 54%
SCHOOL 71%
INTERNET CAFE/LIBRARY/PUBLIC PLACES 9%
TELEPHONE DIALUP 6%
BROADBAND 82%
CABLE MODEM 14%
WIRELESS 22%
DESKTOP PC 92%
NOTEBOOK PC 37%
MOBILE PHONE 10%
PDA 5%
TV/OTHER APPLIANCES 0.2%
OTHER DEVICES 0.4%
Internet Use in Hong Kong
TOTAL HOMES (000) ONLINE HOME PCS DIAL-UP HOMES BROADBAND HOMES
(000) (000) (000)
2,298 1,910 40 1,870
% OF TOTAL HOMES 83% 2% 81%
% OF INTERNET HOMES 100% 2% 98%
Hong Kong Online Users, by Income
(000) (% OF USERS)
HOUSEHOLD INCOME LESS THAN HK$8000 PER MONTH 317 8.6%
HK$8,000-9,999 PER MONTH 187 5.1%
HK$10,000-12,999 PER MONTH 349 9.4%
HK$13,000 - 14,999 PER MONTH 108 2.9%
HK$15,000 - 19,999 PER MONTH 401 10.8%
HK$20,000 - 29,999 PER MONTH 732 19.8%
HK$30,000 - 39,999 PER MONTH 453 12.2%
HK$40,000 - 49,999 PER MONTH 302 8.2%
HK$50,000 - 69,999 PER MONTH 327 8.8%
HK$70,000+ PER MONTH 492 13.3%
HK$0 PER MONTH 30 0.8%
(SOURCE : NIELSEN MEDIA INDEX HONG KONG; BASE POPULATION: INDIVIDUALS AGED 12 - 64; RECENCY OF
USING INTERNET [PAST WEEK (CUM)])
Hong Kong Key 2009 Digital Indicators
SERVICES NO.
MOBILE SUBSCRIBERS 11.4 MILLION
2.5G AND 3G MOBILE SUBSCRIBERS 3.3 MILLION
MOBILE SUBSCRIBER PENETRATION RATE 163.1%
PUBLIC WI-FI ACCESS POINTS 7,987
HOUSEHOLD FIXED LINE PENETRATION RATE 99.2%
REGISTERED CUSTOMER ACCOUNTS WITH DIAL-UP ACCESS 959,703
REGISTERED CUSTOMER ACCOUNTS WITH BROADBAND ACCESS 1.9 MILLION
HOUSEHOLD BROADBAND PENETRATION RATE 77.8%
INTERNET SERVICE PROVIDERS 167
MOBILE NETWORK OPERATORS 5
(SOURCE: OFTA HK)
USER BEHAVIOUR
Online users in Hong Kong overwhelmingly favour word
of mouth when making purchasing decisions, with 93%
of them saying they rely most on recommendations from
consumers.
(SOURCE: OGILVYONE)
Nearly two thirds (65.8%) of Hong Kong's active Internet
population claim to have read a blog.
(SOURCE: OGILVYONE)
Hong Kong is home to some of the "biggest media junkies"
in the region with local youth aged up to 24 spending on
average 12.7 hours a day online, watching TV or DVD/VCD/
videos, reading newspapers/magazines and listening to the
radio.
(SOURCE: SYNOVATE)

Hong Kong's online youth is pretty familiar with social

networking, with 53.2% of active users having their own
social network profile.
(SOURCE: OGILVYONE)
Many Hong Konger's have also embraced blogging, with
57% of them saying they are into blogging; 43% of
them spending some of their time reading blogs but not
commenting; just over one third (34%) actively comment
on the blogs they read.
(SOURCE: SYNOVATE)
When it comes to online forums and discussion groups,
Hong Kong's online youth are the most active in the region
with 45% of them reading as well as contributing to them.
(SOURCE: SYNOVATE)
Hong Kong's online youth are amongst the most prolific
bloggers in the region, with 35% of them creating and
updating their blogs in the past 30 days.
(SOURCE: SYNOVATE)
Hong Kong's online youth like seeing what their friends are
up to online: 43% of the read others' social network pages
on a variety of different social networking sites.
(SOURCE: SYNOVATE)
As many as 3.9 million Hong Kongers are estimated to be
social media users, out of an overall population of 7 million
people.
(SOURCE: OGILVYONE)
Two social networking sites pretty much own the market in
Hong Kong - Xanga with 1.8 million users, and Facebook
with 1 milion.
(SOURCE: OGILVYONE)
Hong Kongers are number three in the region, behind
Taiwan and South Korea when it comes to the length of
time online user spend on gaming sites, averaging 143
minutes per visitor over a month, visiting sites on average
13 times.
(SOURCE: COMSCORE)
What Hong Kongers do Online
FEATURES USED (000) % OF USERS
EMAIL 2724 51%
SEARCH GOODS/SERVICES INFORMATION 2001 37.5%
READ NEWSPAPERS/MAGAZINES 1773 33.2%
INSTANT MESSENGER 1643 30.8%
PLAY ONLINE GAMES 1262 23.6%
SEARCH FINANCIAL INFORMATION 1117 20.9%
SEARCH/DOWNLOAD INFORMATION 1065 19.9%
LISTEN TO SONGS/RADIO PROGRAMS 1036 19.4%
USE ONLINE BANKING SERVICES 983 18.4%
SETTLE PAYMENT 936 17.5%
DOWNLOAD SONGS/MUSIC 843 15.8%
WATCH VIDEO PROGRAMS 842 15.8%
BROWSE BLOG 670 12.5%
WRITE BLOG 635 11.9%
DOWNLOAD SOFTWARE 619 11.6%
TRADE STOCK 534 10%
SEARCH JOB VACANCIES 471 8.8%
DOWNLOAD MOVIES 449 8.4%
MAKE RESERVATION/BOOK TICKETS 444 8.3%
USE AUCTION SERVICES 341 6.4%
PURCHASE/ORDER GOODS/SERVICES 309 5.8%
INTERNET PHONE 238 4.5%
DOWNLOAD MOBILE PHONE RINGTONE 234 4.4%
DOWNLOAD NOVEL/COMIC 200 3.7%
REQUEST CUSTOMER SERVICES 192 3.6%
Hong Kong's tallest building Two IFC rising above the city
DOWNLOAD MOBILE PHONE GAME/WALLPAPER 123 2.3%
NETMEETING 81 1.5%
OTHERS 783 14.7%
(SOURCE : NIELSEN MEDIA INDEX HONG KONG; BASE POPULATION: INDIVIDUALS AGED 12 - 64)
Why Hong Kongers go Online
PRIMARY PURPOSE % OF USERS
INFORMATION ACQUISITION (E.G. SEARCH AND WEB BROWSING) 85%
LEISURE AND ENTERTAINMENT 36%
COMMUNICATION (E.G. EMAIL, IM, SMS, CHAT, ETC.) 31%
STUDY 9%
ONLINE BANKING, TRADING, PAYMENT, ETC. 10%
GETTING FREE RESOURCES (E.G. FREE EMAIL ACCOUNTS, STORAGE, DOWNLOADS) 6%
MAKING FRIENDS (E.G. ALUMNI SITES) 1%
ONLINE SHOPPING 5%
OTHER 3%
How Long Hong Kongers Spend Online
AVERAGE TIME SPENT USING INTERNET (000) % OF USERS
LESS THAN 30 MINUTES 385 7.2%
30 MINUTES-LESS THAN 1 HOUR 697 13%
1 HOUR-LESS THAN 2 HOURS 905 16.9%
2 HOURS-LESS THAN 3 HOURS 699 13.1%
4 HOURS-LESS THAN 5 HOURS 269 5%
6 HOURS OR MORE 435 8.1%
ONLINE ADVERTISING
Online advertising spend came to HK$702 million in 2008.
(SOURCE: MARKETING-INTERACTIVE/NIELSEN)
The most prolific online sector in Hong Kong is finance,
which spent HK$36.6 million online in Q4 2008 - 17% of
overall online ad spend.
(SOURCE: MARKETING-INTERACTIVE/NIELSEN)
Hong Kong's spam rate - 87% for September 2008 - is both
higher than the global rate of 78%, and that of China's
which was just 70% in September.
(SOURCE: COMPUTERWORLD/MESSAGELABS)
Hong Kong's online ad revenues in Q4 2008 marked an
increase of 33% on Q3, representing more than HK$208
million.
During the October-December period, 1,060 advertisers ran
3,062 online ad campaigns in Hong Kong, attracting more
than 6.7 billion ad impressions.
Consumption of the Internet increased in 2008 - while it
still ranks third behind TV and newspapers as engaging
Hong Kongers the most, more of them - 60%, compared to
53% in 2007 - had logged on in the previous day.
Dedicated brand websites seem to still be the best media
channel to reach Hong Kong consumers in 2008 - as it was
in 2007 - with 50% of Hong Kongers recalling their use by
online advertisers. Sponsored content was the next most
recognised form of advertising with 43% of Hong Kong
online users recalling its use; followed closely by pop-up
ads (42%).
(SOURCE: TNS/MEDIA)
Digital marketing methods are proving themselves to be

persuasive in Hong Kong, but only to a degree, with 25%
of Hong Kong online users feeling digital media as a whole
"significantly increased" their interest in using the brand in
question, while 53% were "somewhat interested".
(SOURCE: TNS/MEDIA)
If you really want to get an advertising message across in
Hong Kong, go viral. Nearly three-quarters (73%) of Hong
Kong online user have received a viral message at some
point and more than half (54%) of them have passed it on.
(SOURCE: TNS/MEDIA)
The most active in the viral message community in Hong
Kong are aged between 30 and 34 - 84% of people in this
age group have received a viral message at some point,
and 69% of them have passed it on.
(SOURCE: TNS/MEDIA)
Top 10 Hong Kong Online Advertisers: Q4 2008
RANKING ADVERTISER BY AD IMPRESSIONS (IN 000'S)
1 CITICORP 441,133
2 GLOBAL BEAUTY 283,440
3 PCCW 262,585
4 SONY 189,858
5 DELL 177,758
6 EBAY 172,658
7 WALL STREET INSTITUTE 166,714
8 THE HONG KONG JOCKEY CLUB 147,070
9 HONG KONG GOVERNMENT 128,553
10 HSBC 127,140
Top 20 Advertisers Using Digital Media in Hong Kong
NIKE 69%
HSBC 69%
CATHAY PACIFIC 67%
NOKIA 67%
MCDONALD'S 67%
COCA COLA 66%
PIZZA HUT 65%
SONY ERICSSON 60%
PCCW 57%
ADIDAS 57%
SONY 56%
KFC 54%
HANG SENG BANK 52%
SAMSUNG 52%
CANON 51%
CITIGROUP 51%
VISA 48%
SK-II 45%
WELLCOME 45%
CARLSBERG 44%
MEDIA?)
Top 20 Motivating Online Advertisers in Hong Kong
ADVERTISER ADVERTISING SIGNIFICANTLY ADVERTISING SOMEWHAT
INCREASED INTEREST IN INCREASED INTEREST IN
USING BRAND (% OF USERS) USING BRAND (% OF USERS)
APPLE 40% 82%
PIZZA HUT 36% 92%
WELLCOME 35% 93%
KFC 33% 89%
SONY ERICSSON 33% 87%
NIKE 31% 81%
NOKIA 30% 91%
SONY 30% 85%
CANON 30% 86%
COCA COLA 30% 81%
MCDONALD'S 29% 86%
CATHAY PACIFIC 27% 85%
ADIDAS 25% 82%
SK-II 25% 73%
JOHNSON'S BABY 24% 78%
SAMSUNG 22% 83%
VISA 20% 64%
HSBC 18% 83%
CARLSBERG 18% 58%
DRAGONAIR 17% 93%
(SOURCE: TNS/MEDIA)
Trust in Media Channels in Hong Kong
TV ADS 17%
NEWSPAPER ADS 15%
MAGAZINE ADS 14%
RADIO ADS 13%
Media Channels Seen as Untrustworthy
in Hong Kong
MEDIA CHANNEL % WHO DO NOT TRUST THE CHANNEL
RECOMMENDATIONS FROM OTHER CONSUMERS 24%
WHO YOU DO NOT PERSONALLY KNOW 20%
MAGAZINE ADS 18%
RADIO ADS 18%
TV ADS 17%
NEWSPAPER ADS 16%
(SOURCE: TNS/MEDIA)
Types of Digital Media Seen Being Used
MEDIA % OF USERS
POP-UP ADS 42%
BANNER ADS 40%
EMAIL 31%
MOBILE PHONES 15%
OTHER 7%
(SOURCE: TNS/MEDIA)
Hong Kong's Top 10 Sites
TOTAL UNIQUE VISITORS (000) % REACH TOTAL MINUTES (MM)
YAHOO! SITES 3,077 80.7% 618
MICROSOFT SITES 2,487 65.2% 854
GOOGLE SITES 2,363 62.0% 255
FACEBOOK.COM 1,655 43.4% 195
DISCUSS.COM.HK 1,046 27.4% 16
UWANTS SITES 985 25.8% 19
SINA CORPORATION 928 24.3% 26
WIKIMEDIA FOUNDATION SITES 836 21.9% 11
HSBC 760 19.9% 31
PCCW 736 19.3% 18
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS AT HONG KONG HOME/WORK/
COLLEGE-UNIVERSITY LOCATIONS)
Hong Kong's Top Online Gaming Sites
% REACH
YAHOO! GAMES 6.2%
TRAVIAN GAMES 5.5%
TALESRUNNER.COM.HK 2.7%
MSN GAMES 2.1%
COLLEGE-UNIVERSITY LOCATIONS)
Hong Kong's Top Online Retail Sites
% REACH
AMAZON SITES 19.0%
ALIBABA.COM CORPORATION 18.3%
DELL 9.9%
THREE.COM.HK 9.5%
CITYLINE.COM 8.5%
DCFEVER.COM 8.2%
BOOKS.COM.TW 8.2%
SONY ELECTRONICS 7.4%
PRICE.COM.HK 6.7%
COLLEGE-UNIVERSITY LOCATIONS; HEAVY INTERNET USERS)
Hong Kong's Top Technology News Sites
% REACH
CNET 12.9%
HKEPC.COM 9.2%
HACKEN.CC 7.2%
PHONEHK.COM 5.2%
AOL TECH 3.1%
REVIEW33.COM 2.4%
NEWHUA.COM 1.6%
ZDNET 1.5%
Hong Kong's Top Entertainment Sites
% REACH
YOUTUBE.COM 68.8%
YAHOO! MUSIC 43.7%
TVB.COM 32.9%
YAHOO! MOVIES 30.0%
YOUKU 20.7%
TUDOU SITES 19.6%
SONY ONLINE 18.5%
RTHK.ORG.HK 17.7%
MOBILE
Hong Kong has the highest mobile penetration rate in the
world at 163.1%.
(SOURCE: OFTA HK)
Mobile phones are ubiquitous in Hong Kong - the number
of mobile subscribers now totals 11.37 million.
(SOURCE: OFTA HK)
Of the 11.37 million subscribers in Hong Kong, 2.81 million
are 3G or 3.5G users.
(SOURCE: OFTA HK)
Hong Kong youth love their mobile phones - 80% of them
own one, and typically are spending on average one hour
and 48 minutes every day chatting on them.
(SOURCE: SYNOVATE)
Hong Kongers up to the age of 24 do more than just chat
on their phones: 64% use them to listen to music; 63%
use them to take photos; and 50% play games on them.
(SOURCE: SYNOVATE)

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Hong Kongers have increased their love of texting, sending
almost 100 million additional SMS messages in the month
of December 2008 than in December 2007 - 436.6 million
compared to 334.7 million the previous year.
(SOURCE: OFTA HK)
Hong Kong leads the world in the take up of mobile instant
messaging (MIM) by its mobile phone users, with 23% of
its mobile Internet population using MIM.
(SOURCE: MARKETINGVOX.COM/TNS)
E-COMMERCE
Hong Kongers may not buy as much online as those in
other parts of the world but they tend to spend more.
Hong Kong visitors to online shopping sites on average
place 12.9 orders per 1,000 sessions, lower than the
global average of 29.6 orders - but they spend on average
US$191.76 on each order, much higher than the global
average of US$78.69.
(SOURCE: COREMETRICS)
Hong Kongers have traditionally spent less time making
their online purchases too, implying they are much more
targeted consumers. They typically spend nearly a minute
less (59 seconds) than the global average to browse, make
a purchase decision and then order. But in the period
October-December 2008 Hong Kongers spend more time
online than the global average, by 44 seconds.
(SOURCE: COREMETRICS)
As one of the world's leading financial centres it stands to
reason online banking would take off in Hong Kong. Here
the online banking market is "among the most advanced in
the world" with around 3.5 million banking customers, or
around 50% of the city's population.
(SOURCE: RESEARCHANDMARKETS.COM)
CASE STUDY
Client: Hong Kong Arts Festival Society Limited
Agency: wwwins Consulting Hong Kong
Campaign:The 37th Hong Kong Arts Festival Search
Engine Marketing Campaign
Objective: To increase traffic to Hong Kong Arts Festival
website among the major search engines in Hong Kong in
order to increase the online ticket reservations.
Strategy: As the leader of the performing arts industry,
Hong Kong Arts Festival was poised to become one of
the pioneers in the industry to leverage paid search
campaigns to generate public awareness and maximise
ticket reservations during the advanced booking and
counter booking periods. It was carried out by running an
integrated media campaign using traditional offline media,
as well as online search engines. To help the client achieve
their goals, wwwins/iProspect designed a search engine
marketing campaign to drive targeted visitors to the HKAF
website.
Details: Before the start of the paid search campaign,
the client provided wwwins/iProspect with detailed offline
marketing materials, as well as a media schedule in order

to help develop an integrated SEM strategy. Keyword lists
and ad copies were developed based on the early bird
discounts and promotional materials provided by HKAF.
They were centred around four key themes: performing
arts, events, musical, and family choice. The campaign
budget was allocated according to the booking period and
synchronised with the offline marketing strategies. The
paid search campaign was launched on both Google Hong
Kong and Yahoo! Hong Kong to help generate awareness
and momentum prior to the advanced booking period.
After the conclusion of the pre-booking period, targeted
keywords and ad copies were written to individually
highlight the eight selected programmes. The second
phase of the paid search campaign aimed to generate
online ticket sales during the advanced booking period
and ticket office sales during the counter booking period.
Throughout the entire campaign, wwwins/iProspect
provided day-to-day bid management for each keyword to
ensure maximum return-on-investment.
Results: Over 36,000 visits to the website in five
months.
Over 1,400 bookings were confirmed within one month
and achieved a stunning 4,000% return on investment.
As a result of keywords and ad copies optimisation, the
click-through-rate (CTR) increased by 380%, compared to
the initial campaign launch period.
DEMOGRAPHICS
In total India's online user base numbers 60 million people,
making it one of the biggest Internet markets on earth.
(SOURCE: BTRAX)
At the beginning of 2009 India had 32.9 million unique
Internet users in the country.
(SOURCE: COMSCORE MEDIA METRIX)
The vast majority of India's online users - 57 million of
them - live in urban areas.
(SOURCE: I-CUBE 2008)
Of India's urban Internet users, the biggest group of users
(30%) are "young males" aged 21-35, 27% are college
students, 14% are "older men", 12% are school children,
11% are working women and 6% non-working women.
Based on recent data, Indian online users on average
spend the least amount of time online compared to their
other counterparts around the region. In February 2009,
they spent on average 576.6 minutes online, the lowest
in Asia. South Koreans by comparison spent on average
1,586.5 minutes online that month.
(SOURCE: COMSCORE MEDIA METRIX)
India has the lowest Internet penetration rate in the Asia
Pacific region, at 5.3% - but that is forecast to increase to
28.1% by 2010.
More than two-thirds (67%) of India's active Internet users
go online at least 2-3 times a week, nearly a quarter (24%)
accessing the Internet daily.
Well over a third of India's active Internet users (37%)
log on from Internet cafes, with just over a quarter (26%)
accessing the Internet from home and slightly more (27%)
doing so from the office.
India currently has around 5.45 million broadband Internet
subscribers.
(SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA)
The Indian online community is primarily a young one, with
80% of all users aged between 19 and 35.
(SOURCE: JUXTCONSULT)
USER BEHAVIOUR
India has the third biggest social media user base in the
region, only ranking behind China and Japan with an
estimated 48 million social media users.
(SOURCE: OGILVYONE)
Finding a job seems to be high on the minds of Indian
online users - 73% of consumers use the Internet for this
reason, more than those who read the news online.
(SOURCE: OGILVYONE)
INDIA
Taj Mahal palace on sunrise
Indians are less keen on gaming than their Asian peers,
with the lowest penetration rates in the region - only
27.4% having visited a gaming site in August 2008.
(SOURCE: COMSCORE)
Indian bloggers like blogging more than the average
blogger, posting new material more than five times a week
on average, compared to three times a week.
(PULSE GROUP)
Why Indians go Online
PURPOSE % OF USERS
EMAIL 91%
GENERAL INFORMATION SEARCH 76%
EDUCATIONAL INFORMATION SEARCH 49%
TEXT CHAT 46%
ONLINE GAMING 41%
ONLINE JOBSITES 37%
MUSIC/VIDEO ON THE INTERNET 32%
FINANCIAL INFORMATION SEARCH 21%
BOOK RAILWAY TICKETS ON THE INTERNET 21%
ONLINE BANKING 20%
ONLINE NEWS 13%
INTERNET TELEPHONY/VIDEO CHAT/VOICE CHAT 13%
Indian Online Users' Top Activities
ACTIVITY % OF INTERNET USERS ENGAGING IN ACTIVITY
ENGLISH INFO SEARCH 49%
MATRIMONIAL SEARCH 49%
DATING/FRIENDSHIP 50%
DOWLOAD MUSIC/MOVIES 54%
SPORTS 57%
NEWS 63%
INSTANT MESSANGING/CHATTING 70%
JOB SEARCH 72%
EMAILING 91%
(SOURCE: JUXTCONSULT/DIGITAL ECONOMY FACTBOOK)

Most Used Websites by Indian Online Users
WEBSITE % USE IT THE MOST CHANGE FROM 2008
GOOGLE 35% +7%
YAHOO 25% -3%
GMAIL 11% +3%
ORKUTS 7% -1%
REDIFF 4% -5%
INDIATIMES 1% -0.1%
MONEYCONTROL 0.7% -0.1%
HOTMAIL 0.6% -0.4%
YOUTUBE 0.5% +0.3%
SIFY 0.5% -0.2%
What Sites Indians Most Use for Online Activities
ONLINE ACTIVITY TOP WEBSITE % USE MOST
EMAILING YAHOO/GMAIL 45%/44%
MATRIMONY BHARATMATRIMONY 37%
INSTANT MESSAGING YAHOO! 38%
FRIENDSHIP/DATING ORKUT 38%
JOB SEARCH NAUKRI 44%
SHARE PICTURES ORKUT 26%
ONLINE NEWS YAHOO 21%
SOCIAL NETWORKING ORKUT 53%
INFO SEARCH - ENGLISH GOOGLE 76%
PROFESSIONAL NETWORKING ORKUT/LINKEDIN 24%/24%
INFO SEARCH - OCAL LANGUAGE GOOGLE 34%
VIDEO SHARING YOUTUBE 32%
ONLINE TRAVEL BUY IRCTC 43%
NON-CRICKET SPORTS ESPNSTAR 19%
GAMES ZAPAK 41%
CRICKET CONTENT CRICINFO 27%
ONLINE BUYING (NON-TRAVEL) EBAY 25%
CINEMA CONTENT YOUTUBE/YAHOO! 18%/17%
REAL ESTATE MAKAAN 23%
LISTEN/STREAM MUSIC RAAGA 16%
BUSINESS & FINANCIAL NEWS MONEYCONTROL 22%
FINANCIAL INFO & QUOTES MONEYCONTROL 24%
ONLINE SHARE TRADING ICICIDIRECT 28%
BUY/RENT MOVIE CD REDIFF 27%
PC TO PC NET TELEPHONY YAHOO! 29%
MOBILE CONTENT YAHOO! 18%
PC TO TELEPHONE NET TELEPHONY YAHOO!/SKYPE 28%/26%
CINEMA TICKETS GOOGLE 19%
PC TO MOBILE MESSAGING (SMS) 160BY2 21%
ASTROLOGY ASTROLOGY 25%
NET BANKING ICICI BANK 31%
DOWNLOAD MOVIES TORRENTZ 35%
ONLINE ADVERTISING
India's online ad spend represents only 1.7% of overall ad
spend in the country - but it grew at a rate of 45% last
year.
(SOURCE: MEDIA)
In 2009 India's digital advertising market is expected to
generate Rs850.
(SOURCE: WARC)
India's online banner ad market was worth around Rs2,350
million in 2008 and is expected to reach Rs3,500 million in
2009.
(SOURCE: IAMAI/IMRB)
The online banner ad spend per user is currently US$1.20.
Banner ads in India attracted a high percentage of clicks,
with at least 80% of the online population having clicked
on one.
Nearly two thirds (64%) of Indian online users are happy
to watch ad messages in return for quality, free content.
A sizeable 36% of them however feel strongly enough
about advertising that they said they would would pay for
content to avoid seeing ads online.
Indian online users are highly willing to exchange
information about themselves in return for "something of
value", with 72% of them saying this was the case - more
than in the USA, UK or Japan.
India's search engine marketing market is currently worth
around US$112.5 million. Revenues are increasing 50%
year on year and are anticipated to reach US$225 million in
2009.
After email (used by 93% of online users) search is the
next most popular activity amongst active Internet users
(75%).
Google easily ranks as the top search property in India,
with 81.4% market share. It attracted more than one
billion searches in India in June 2008 alone.
(SOURCE: COMSCORE)
Indian online users however are the least prolific searchers
of the world's Internet population, ranking second to last
in a survey of 37 countries of search activity. India has
Taj Mahal palace on sunrise

53 searches per searcher in a month compared to the
global average of 93; and 14.7 search visits per searcher
compared to the world average of 23.6.
(SOURCE: COMSCORE)
Purchasing digital downloads is the most popular form of
B2C ecommerce in India with more than three quarters
(76%) of online Indians having purchased digital
entertainment in the past year. Digital music is the most
popular form of online purchased entertainment (63% of
users).
(SOURCE: INDIA PRWIRE/VISA)
Indian online shoppers average online spending in the past
year came to US$2,147 per shopper.
(SOURCE: INDIA PRWIRE/VISA)
India's Top 10 Sites
GOOGLE SITES 24,251 73.6% 5,240
YAHOO! SITES 20,623 62.6% 2,820
REDIFF.COM INDIA 8,705 26.4% 456
AOL 5,558 16.9% 72
TIMES INTERNET 5,408 16.4% 111
NETWORK 18 4,916 14.9% 170
INDIAN RAILWAYS 4,590 13.9% 144
FACEBOOK.COM 4,586 13.9% 352
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ INDIA HOME/WORK
LOCATIONS)
India's Top Online Retail Sites
% REACH
AMAZON SITES 22.5%
FLIPKART.COM 7.8%
HEWLETT PACKARD 6.6%
WARESEEKER.COM 6.1%
DELL 4.4%
BOOKMYSHOW.COM 4.0%
INDIATIMES SHOPPING 3.6%
India's Top Technology News Sites
% REACH
CNET 22.8%
EXPERTS-EXCHANGE.COM 4.6%
TECHTREE.COM 2.8%
ZDNET 2.0%
VELOCITYREVIEWS.COM 1.6%
India's Top Entertainment Sites
% REACH
YOUTUBE.COM 48.2%
METACAFE 19.8%
YAHOO! MOVIES 19.0%
AOL MUSIC 18.3%
REAL.COM NETWORK 15.1%
WINDOWSMEDIA 13.9%
SONGS.PK 13.7%
BOLLYWOODSARGAM.COM 12.5%
SANTABANTA.COM 11.4%
LOCATIONS; ; HEAVY INTERNET USERS)
India's Top Social Networking Sites
TOTAL UNIQUE VISITORS (000) DEC-07 DEC-08 % CHANGE
ORKUT 7,123 12,869 81%
FACEBOOK.COM 1,619 4,044 150%
BHARATSTUDENT.COM 1,736 3,269 88%
HI5.COM 714 2,012 182%
IBIBO.COM 1,970 990 -50%
MYSPACE SITES 352 741 110%
LINKEDIN.COM 293 513 75%
PERFSPOT.COM 2,106Q 433 -79%
BIGADDA.COM 515 385 -25%
FROPPER.COM 256 248 -3%
LOCATIONS *EXCLUDES VISITS FROM PUBLIC COMPUTERS SUCH AS INTERNET CAFES AND ACCESS FROM
MOBILE PHONES OR PDAS)
India's Top Online Gaming Sites
% REACH
YAHOO! GAMES 3.6%
ZAPAK.COM 3.3%
MINICLIP.COM 2.2%
GAMETOP.COM 1.2%
BIG FISH GAMES SITES 1.2%
LOCATIONS)
Top Indian Search Properties
SEARCHES SHARE OF (M) SEARCHES (%)
GOOGLE SITES 1,011 81.4%
YAHOO! SITES 117 9.4%
ASK NETWORK 24 1.9%
MICROSOFT SITES 22 1.7%
REDIFF.COM INDIA 18 1.5%
FACEBOOK.COM 10 0.8%
PEOPLE GROUP 9 0.8%
CNET NETWORKS 5 0.4%
WIKIPEDIA SITES 5 0.4%
AOL 3 0.2%
(SOURCE: COMSCORE QSEARCH; JUNE 2008; TOTAL INDIA-AGE 15+. HOME/WORK LOCATIONS)
Type of Advertisements Seen
CATEGORY % OF ACTIVE USERS
LOANS BY BANKS/FINANCIAL INSTITUTIONS 59%
JOB SITES 59%
EDUCATION/TRAINING RELATED 45%
MOBILE PHONE/INSTRUMENTS 45%
ENTERTAINMENT SITES 40%
COMPUTER/LAPTOP/PRINTER/SCANNER 38%
MATRIMONIAL ADVERTISEMENTS 37%
PERSONAL PRODUCTS 37%
INVESTMENT OPTIONS LIKE MUTUAL FUNDS 35%
INSURANCE ADS 34%
(SOURCE: IAMAI/IMRB/I-CUBE 2007)
Information Searched Subsequent to Seeing the Ads
JOB SITES 41%
EDUCATION/TRAINING RELATED 35%
INVESTMENT OPTIONS LIKE MUTUAL FUNDS 27%
MOBILE PHONE/INSTRUMENTS 24%
PERSONAL PRODUCTS 22%
ENTERTAINMENT SITES 22%
LOANS BY BANKS/FINANCIAL 21%
INSURANCE ADS 21%
AIR TICKETS ADS 17%
MATRIMONIAL ADVERTISEMENTS 17%
Products Bought After Seeing the Ad
HOTELS & HOLIDAY TOURS/PACKAGES 4.3%
LOANS BY BANKS/FINANCIAL 3.8%
COMPUTER/LAPTOP/PRINTER/SCANNER 1.4%
MOBILE PHONE/INSTRUMENTS 1.2%
ENTERTAINMENT SITES 1.0%
MATRIMONIAL ADVERTISEMENTS 1.0%
AIR TICKETS ADS 0.8%
ADS FOR JOB SITES 0.8%
AUTOMOBILE ADS 0.7%
PERSONAL PRODUCTS 0.7%
MOBILE
India is only second to China when it comes to the size of
it mobile market, with 413.47 million mobile subscribers at
end February 2009. More than 15 million mobile subscribers
were added in the month of January alone.
(SOURCE: TELECOMPAPER/TELECOM REGULATORY AUTHORITY OF INDIA)

Every hour around 10,000 mobile phones are sold in India.
(SOURCE: DIGITAL ECONOMY FACTBOOK)
By 2012 is estimates that nearly half a billion Indian youth
will own a mobile phone.
(SOURCE: MOBILE-YOUTH)
By 2012 there will be an anticipated 650 million mobile
subscribers in India, 60% of which will come from rural
India.
(SOURCE: TRENDSNIFF)
India's mobile value added services industry was worth
around Rs5,780 at the end of June 2008. Over the next
two years the market is expected to grow by 70% tor each
Rs9,760 by June 2009 and Rs16,520 by end June 2010.
India's MMS market was worth an estimated Rs5,930 in
June 2008.
SMS takes up nearly half (49%) of India's total mobile VAS
revenues.
Currently around 5% of India's mobile users have
3G-enabled handsets.
Only four million Indian Internet users go online using their
mobile phones.
India's mobile Internet penetration rate is low at 1.8%.
(SOURCE: NIELSEN)
Mobile ad spend in India is currently estimated to be worth
upto Rs300 million.
(SOURCE: DNA INDIA)
Mobile Internet traffic in India grew by more than 90% in
the last quarter of 2008. Content download sites accounted
for nearly half (47%) of all mobile Internet traffic.
(SOURCE: MKHOJ)
By 2012 India is expected to the fourth biggest market
in the world in terms of mobile data revenue, generating
estimated revenues of US$14.1 billion.
(SOURCE: PYRAMID RESEARCH/MKHOJ)
The number of mobile Internet users in India doubled in
a 12-month period, reaching 38 million users in October
2008.
(SOURCE: MKHOJ)
India's Top Mobile Internet Website Categories
RANK CATEGORY % OF MOBILE INTERNET USERS
1 GAMES (38%)
2 EMAIL (33%)
3 ENTERTAINMENT (21%)
4 MUSIC (18%)
5 SPORTS (15%)
(SOURCE: NIELSEN, MOBILE MEDIA MARKETPLACE REPORT - BRIC, US, EUROPE, Q1 2008)
E-COMMERCE
India's online retail market was expected to generate
Rs1,105 in 2008.
(SOURCE: EBS)
India has one of the lowest online shopping penetration
rates in Asia, with a probability of 47% that users will shop
online (Japan is 83% by comparison). Only one country's
citizens are less likely than India to purchase online -
Thailand.
The volume of products sold online in India was expected
to grow by 150% in 2008.
(SOURCE: EBS)
India currently has 28.1 million online shoppers in its
country, which is forecast to mushroom to 203.1 million
people come 2010.
Indian online shoppers are no different from the majority of
people when it comes to the one major factor preventing
them from making more online purchases - security. Nearly
three quarters (73%) of Indian consumers cited safety as
their "primary concern" making them reluctant to purchase
products online.
When Indian online users do shop online, they, like the
rest of the region's shoppers, overwhelmingly prefer to use
credit cards, with 60% of them saying they were their most
preferred form of online payment, the next popular method
being debit cards (24% of users)
India's online shopping market will generate US$734.3
billion in revenues by 2010, more than 10 times the
amount earned in 2007 (US$70.8 billion).
Indian online shoppers are more opportunistic than anyone
else in the region, with 30% of frequently making impulse
purchases, compared to around 10% in Singapore, South
Korea and Australia, for example. The items they tend to
snap up on impulse are home appliances and electronic
products (63% of users) and airline tickets (54%).
Indian shoppers spend on average US$2,517 per year
on online purchases - more so than the Japanese - and
representing around 11% of their personal income, which
is higher than the regional average of 9.8%.

By 2010-2011 India's online matrimonial industry is
expected to attract more than 20 million registrations,
generating revenues of US$63 million.
(SOURCE: CIOL.COM/EMPOWER RESEARCH)
Nearly two thirds (65%) of Indian online shoppers have
bought a travel product online.

A4_APAC_AD_3.indd 1 12/5/09 1:18:55 PM
CASE STUDY
Client: Unilever
Agency: Mindshare Fulcrum/ Microsoft
Advertising
Campaign: Lux Provocateur
Objective: Unilever wanted to differentiate its latest
offering by providing a unique experience to its consumers.
Strategy: Unilever worked with Microsoft
Advertising
and agency Mindshare Fulcrum to launch a campaign on
Windows Live Messenger and the MSN
India network.
Specially designed Windows Live Messenger Personal
Expressions and banner advertisements were created
to add a new online dimension to the Lux Provocateur
advertising campaign.
Mindshare Fulcrum created a range of Lux Provocateur
animated backgrounds, dynamic display images, winks
and emoticons on Windows Live Messenger. The Lux
Provocateur Personal Expressions allow users to personalize
their Windows Live Messenger sessions with a wide
selection of customisable options centred on the Lux
Provocateur animated ambassador, created specifically for
this campaign.
The online campaign ran from March to April 2008,
comprising banner and interactive rollover advertisements
on the MSN
India network and Windows Live Messenger,

in addition to the downloadable Personal Expressions.
With a wide and established community of Windows Live
Messenger users in India, Unilever could swiftly reach out
and communicate with its target audience.
Details: With the Lux Provocateur Personal Expressions,
users could use the fun and exclusive animated winks and
emoticons to interact with their Windows Live Messenger
contacts, further expanding the publicity and engagement
of Lux Provocateur.
Results: More than 150,000 downloads were recorded
within the month long campaign.
The boost in brand image also led to favourable sales
results for Unilever's Lux Provocateur.

CASE STUDY
Client: Idea Cellular
Agency: Pinstorm
Campaign: MyIdea
Objective: Against much larger rivals like Airtel and the
multinational Vodafone, Idea Cellular decided to talk to the
Indian consumer who is proud of their country and believe
that they can help build the country, change it for the
better. This resulted in a platform called "MyIdea" - which
involved the consumer in a form of participative democracy
- where Idea Cellular service empowered them to make
this happen.
Strategy: Pinstorm created a voting platform at MyIdea.
co.in, and turned it over to the consumers. They fed in
issues they were passionate about, and then used viral
marketing tools to generate support, votes and occasionally,
opposition for their ideas.
Details: The look of the website was a balance between
brand identity elements: yellow and the spokesperson -
and on the need for a fast voting platform.
Care was taken to track each vote with IP address,
geo-location through latitude/longitude and ensured that
multiple votes by the same person for the same idea were
recorded and discounted. Votes were live-reported and
ideas tallied.
Embedded viral marketing tools like auto-inclusion of GTalk,
MSN, Yahoo and other buddy lists made it easy for the
consumer to forward ideas to their contacts.
Virality was tested with closed user groups and then
opened it up for the public.
Once the campaign caught fire, oil was poured on it with
an integrated digital effort involving SEO, SEM, Display
Advertising, Social Media Optimisation and Email.
The theme was: "be part of this Indian democracy
movement by voting for what you believe in"
Results: MyIdea.co.in has had the fastest consumer
activation of any online campaign in Indian advertising
history, with over 130,000 votes gathered in just 3 weeks.
Over 2,200 ideas were submitted by the public, each was
moderated by the agency, each was viewed an average of
150 times, and each was voted on an average of 60 times.
The performance of the campaign so far is tracking
at twice over what was expected in terms of usage and
virality numbers. Many of the issues have become rallying
points for key topics: Supporting the girl child; Dealing with
terrorism; and India's superstar cricketers.
A4_APAC_AD_3.indd 1 12/5/09 1:18:55 PM

INDONESIA
Sunrise over Borobudur Temple on Java Island, Indonesia
DEMOGRAPHICS
Indonesia had 30 million Internet users in 2008.
(SOURCE: RESEARCH AND MARKETS)
Indonesia's online population grew by 1,450% since 2000.
(SOURCE: APJIII/SYNOVATE)
Despite high Internet population figures, this still only
represents a little more than 10% of Indonesia's total
population.
(SOURCE: OGILVYONE)
Broadband Internet users are "virtually non-existent" in
Indonesia, representing just 0.4% of the population.
(SOURCE: OGILVYONE)
Around 40% of all Internet users in Indonesia are aged
between 20 and 24.
(SOURCE: OGILVYONE)
Indonesia's Internet Users 2008
(000) % OF POPULATION
SEX
MALE 2,478 62.77%
FEMALE 1,469 37.21%
AGE (GROUP 1)
10-14 YEARS 630 15.96%
15-19 YEARS 1,256 31.81%
20-24 YEARS 703 17.81%
25-29 YEARS 483 12.23%
30-34 YEARS 443 11.22%
35-39 YEARS 228 5.78%
40-44 YEARS 124 3.14%
45-49 YEARS 56 1.42%
50-54 YEARS 23 0.58%
55+ YEARS 1 0.03%

AGE (GROUP 2)
10-14 YEARS 630 15.96%
15-19 YEARS 1,256 31.81%
20-29 YEARS 1,186 30.04%
30-39 YEARS 671 17%
40-49 YEARS 180 4.56%
50+ YEARS 24 0.61%
(SOURCE: NIELSEN MEDIA INDEX INDONESIA/MIX 2008 WAVE)
Indonesian Online Users, by Income
(000) % OF USERS
HOUSEHOLD EXPENDITURE
IR3,501 & OVER 618 15.65%
IR2,501 - 3,500 693 17.55%
IR1,751 - 2,500 1,077 27.28%
IR1,251 - 1,750 828 20.97%
IR901 - 1,250 454 11.5%
IR601 - 900 207 5.24%
IR600 & BELOW 71 1.8%

HOUSEHOLD INCOME
IR3,501 & OVER 1,387 35.13%
IR2,501 - 3,500 856 21.68%
IR1,751 - 2,500 830 21.02%
I R1,251 - 1,750 456 11.55%
IR901 - 1,250 212 5.37%
IR601 - 900 136 3.44%
IR600 & BELOW 53 1.34%
USER BEHAVIOUR
Indonesia has an estimated 20 million social media users.
(SOURCE: OGILVYONE)
Nearly half of Indonesia's social media population (9 million)
are registered users of Friendster.
(SOURCE: OGILVYONE)

How Long Indonesians Spend Online
30 MINUTES-LESS THAN 1 HOUR 1,700 16.27%
1 HOUR-LESS THAN 2 HOURS 2,031 31.39%
2 HOURS-LESS THAN 3 HOURS 1,305 20.17%
How Often Indonesians go Online
FREQUENCY OF USING INTERNET (000) % OF USERS
EVERY DAY 604 9.33%
A FEW TIMES A WEEK 1,725 26.66%
ONCE A WEEK 934 14.43%
A FEW TIMES A MONTH 837 12.93%
ONCE A MONTH 430 6.65%
LESS THAN ONCE A MONTH 1,940 29.98%
What Indonesians do Online: 2008
EMAIL 2,692 41.6%
DOWNLOAD SOFTWARE/FILES 1,484 22.93%
PRODUCT INFORMATION 1,404 21.7%
COMPANY INFORMATION 503 7.77%
BUY ANY PRODUCT 219 3.38%
PERFORM FINANCIAL SERVICES 231 3.57%
ACCESS INTERNATIONAL NEWS 996 15.39%
ACCESS LOCAL NEWS 1,216 18.79%
READ E-NEWSPAPER 749 11.57%
READ E-MAGAZINE 529 8.17%
LISTEN TO MUSIC 2,132 32.95%
WATCH A MOVIE 548 8.47%
PLAY GAMES 2,365 36.55%
BULLETIN BOARDS 97 1.5%
CHATTING 1,988 30.72%
GENERAL SURFING 2,136 33.01%
JOB HUNTING 778 12.02%
VIDEO CONFERENCE 146 2.26%
EDUCATION SERVICE 1,283 19.83%
CLASSIFED ADS 239 3.69%
PARTICIPATE IN AUCTIONS 60 0.9%
OTHER 450 6.95%
ONLINE ADVERTISING
Online display advertising in Indonesia came to US$21.85
million in 2008 and is projected to generate US$26.81
million in 2009. By 2010 online display ads should be
bringing in US$28.44 million.
(SOURCE: NIELSEN/YAHOO!)
Search advertising revenues in Indonesia came to US$4.68
million last year and are projected to reach US$12.65
million in 2009. By 2010 search revenues will almost hit
US$20.74 million.
MOBILE
Friendster represents more than 50% of Indonesians' total
usage of the mobile Internet.
(SOURCE:C:INSIGHTS)
There were 128 million mobile subscribers in Indonesia in
2008, set to increase to 159 million in 2009. By 2010 that
number is estimated to reach 233 million.
(SOURCE: MOBILE MONDAY INDONESIA)
Indonesia is ranked second in the world, only behind the

U.S. when it comes to serving up mobile ad impressions,
with more than 700 million ad requests made in March
alone.
(SOURCE: ADMOB)
An estimated 60% of all Indonesian mobile Internet traffic
goes to social media destinations.
(OGILVYONE)
Indonesia ranks number one out of nine countries surveyed
for the number of mobile page views per person, with each
mobile user browsing on average 358 pages in the month
of October 2008.
(SOURCE: OPERA)
Indonesia is showing large growth rates in mobile Internet
adoption with a 329.5% increase in users in this past year.
(SOURCE: OPERA)
Young Indonesians, aged from eight to 24 have some of
the highest levels of mobile phone ownership in the region,
at 80% penetration.
(SOURCE: SYNOVATE)
Indonesia's mobile market has one of the lowest ARPUs
in the world, at US$5.70 in 2Q 2008, and marking a 23%
decline on the previous year.
(SOURCE: WIRELESS FEDERATION)
Indonesia's mobile Internet users are overwhelmingly male,
representing 82% of the population.
(SOURCE: OPERA)
Indonesia's Top Mobile Sites
1. FRIENDSTER
2. YAHOO
3. GOOGLE
4. PEPERONITY
5. GETJAR
6. MIG33
7. MOCOSPACE
8. ITSMY
9. MOBILE9
10. KASKUS
(SOURCE: OPERA/FRIENDSTER; RANKED BY UNIQUE USERS)
E-COMMERCE
The vast majority of Indonesian online users (96.6%) buy
nothing at all over the Internet, ecommerce activity to date
limited to just 3.3% of the country's users.
(SOURCE: NIELSEN)
Indonesians' Online Shopping Activities
E-COMMERCE ACTIVITY (000) % OF USERS
COMPUTER SOFTWARE 47 0.73%
COMPUTER HARDWARE 26 0.4%
BOOKS 27 0.42%
RECORDED MUSIC 42 0.65%
TRAVEL-RELATED 33 0.51%
CLOTHING/APPAREL 40 0.62%
ENTERTAINMENT 5 0.08%
HOUSEHOLD APPLIANCES 1 0.02%
COLLECTIBLES 3 0.05%
GROCERIES 1 0.02%
OTHERS 54 0.83%
NEVER USE E-COMMERCE 6,251 96.6%
Sunrise over Borobudur Temple on Java Island, Indonesia

JAPAN
Shinjuku, Tokyo
DEMOGRAPHICS
There are 94 million online users in Japan.
(SOURCE: BTRAX)
Japan's Internet penetration rate was estimated to be
73.8% in 2008.
(SOURCE: OGILVYONE)
Japan has more than 62 million unique Internet users.
(SOURCE: COMSCORE)
Japanese Internet users spent on average 979.5 minutes
online in February 2009, averaging 36.1 visits per person.
(SOURCE: COMSCORE)
Japan's online population represents 6% of the total global
Internet audience, the third largest after China and the U.S.
(SOURCE: COMSCORE)
Japanese is the fourth most used language on the Internet,
behind English, Chinese and Spanish.
(SOURCE: BTRAX)
Japanese is the most used language in the "blogosphere".
(SOURCE: OGILVYONE)
Japanese broadband subscribers made up approximately
8.5% of the world's broadband population in 2009.
(SOURCE: TMCNET)
Japan's Email Users

TOTAL UNIQUE VISITORS (000) MINUTES PER VISITOR
NOV NOV NOV NOV
2007 2008 % CHANGE 2007 2008 % CHANGE
TOTAL AUDIENCE 26,493 32,396 22% 67.7 84.7 25%
PERSONS - AGE
PERSONS: 15-24 5,289 4,900 -7% 70.3 46.1 -34%
PERSONS: 25-34 7,307 7,557 3% 57.8 63.9 11%
PERSONS: 35-44 5,568 7,386 33% 63.8 80.0 26%
PERSONS: 45-54 4,576 5,511 20% 51.8 107.6 108%
PERSONS: 55+ 3,753 7,042 88% 108.7 120.6 11%
(SOURCE: COMSCORE WORLD METRIX; AUDIENCE: AGE 15+ HOME/WORK LOCATIONS)
E-COMMERCE
Japan is currently Asia's biggest consumer e-commerce
market, taking 62% of the region's online sales.
Japan's average annual ecommerce sales come to US$38.4
billion.
(SOURCE: BTRAX)
Japan's online shopping market is projected to generate
US$58.3 billion in revenues in 2010.
(SOURCE: BTRAX)
Nearly all Japanese Internet users shop online - the country
has an online shopping penetration rate of 97%.
(SOURCE: BTRAX)
Last year, Japanese online shoppers spent US$581 on
online purchases over a three month period.

More so than anyone else in Asia, the Japanese prefer
paying for goods online with their credit cards over any
other form of payment method, with 70% of them saying
that was the case.
Japan's online shopping population should represent 75.1
million people by 2010.
There are more than 147.6 million domains in Japan.
(SOURCE: BTRAX)
Japan is the world's number two digital music market, with
19% market share.
(SOURCE: IFPI)
Online shopping is the second most favoured online activity
in Japan, after email.
(SOURCE: MARSH RESEARCH/EMARKETER)
Almost 40% of Japanese online users paid a visit to a
music site in August 2008, spending on average 16 minutes
there each visit.
(SOURCE: MARKETINGVOX)
Japan's Top Gaining Site Categories
SITE CATEGORY TOTAL UNIQUE VISITORS (000)
SEP-2008 OCT-2008 % CHANGE
HEALTH 7,134 8,452 18%
COMMUNITY - FAMILY 3,400 3,982 17%
PERSONAL FINANCE 11,580 12,829 11%
BUSINESS/FINANCE 20,104 21,881 9%
Japan's Top Gaining Sites
PROPERTY TOTAL UNIQUE VISITORS (000)
SEP-2008 OCT-2008 % CHANGE
BELLEMAISON.JP 1,843 2,608 41%
DISNEY ONLINE 2,307 2,836 23%
SANKEI SHIMBUN 8,035 9,634 20%
ASAHI-NET.OR.JP 2,475 2,950 19%
TBS GROUP 4,677 5,481 17%
MYCOM.CO.JP 2,301 2,689 17%
MIZUHO FINANCIAL GROUP 3,236 3,642 13%
NTV.CO.JP 3,177 3,532 11%
COOKPAD.COM 3,089 3,429 11%
MAPION.CO.JP 5,069 5,562 10%
Digital Music Sales in Japan, by Format, Q1 2008
UNITS % CHANGE VALUE % CHANGE
(THOUSANDS) VS. 2007 (MILLIONS) VS. 2007
INTERNET
SINGLE TRACK 9,007 31% 1,360 43%
ALBUM 525 58% 613 58%
MUSIC VIDEO 386 145% 108 155%
INTERNET SUBTOTAL 9,917 34% 2,081 50%
MOBILE
RINGTONES 51,126 -16% 5,875 -13%
RINGBACK TONES 22,601 18% 1,876 47%
SINGLE TRACK 34,432 48% 11,401 58%
MUSIC VIDEO 2,420 0% 688 39%
OTHER 325 -63% 136 -17%
MOBILE SUBTOTAL 110,903 4% 19,977 26%
ONLINE SUBSCRIPTIONS - - 166 73%
MOBILE SUBSCRIPTIONS - - 109 21%
OTHER DIGITAL MUSIC 7 - 130 4%
TOTAL DIGITAL MUSIC 120,827 6% 22,463 28%
(SOURCE: EMARKETER)

ONLINE ADVERTISING
Online ad spend in Japan increased by 16.3% in 2008.
(SOURCE: DENTSU)
Japan's total online ad expenditure in 2008 came to
Y537.33 billion. When production costs are factored in,
total expenditure equals Y698.3 billion.
(SOURCE: DENTSU)
Online advertising represents 8% of overall ad expenditure
in Japan. When production costs are factored in,
expenditure comes to 10.4%
(SOURCE: DENTSU)
It is estimated that online advertising will take a 16.3%
share of overall ad spend in Japan by 2011.
(SOURCE: IDC)
Search engine advertising generated Y157.5 billion in
revenues in 2008, a year on year increase of 22.9%, which
represented the highest growth rate in the online ad sector.
(SOURCE: DENTSU)
There are more than a quarter of a million (244,000) blogs
coming out of Japan.
(SOURCE: BTRAX)
The biggest social networking site in Japan is Mixi, with a
market share of 80% and 10 million users who together
generate 11 billion page views a month.
(SOURCE: OGILVYONE)
Japanese online users have the highest levels of tolerance
for online ads, with 80% of them saying they would watch
an ad in exchange for quality free video content, while
20% saying they would be prepared to pay for online
videos to avoid being served ads.
The Japanese are fairly willing to provide information about
themselves in exchange for something of value, with 62%
of users claiming this.
Yahoo! Japan is the number 10 top website in the world.
(SOURCE: ALEXA/DIGITAL ECONOMY FACTBOOK)
In a survey of online users in Japan, 70% said they had
clicked on contextual search ads. But only 1% of them said
they found them "very useful".
(SOURCE: EMARKETER)
And while many Japanese Internet users may have clicked
on contextual ads in search results, an overwhelming 80%
of them said they had never bought any goods or services
as a result of doing so.
(SOURCE: EMARKETER)
Search advertising will take up 36% of online ad spend by
2011.
(SOURCE: DENTSU/SOZON)
Shinjuku, Tokyo
Japan's Top 10 Sites
YAHOO! SITES 51,453 82.9% 12,719
GOOGLE SITES 41,456 66.8% 6,126
DWANGO 11,488 18.5% 2,186
RAKUTEN 32,555 52.5% 1,374
MIXI 10,667 17.2% 1,217
CYBERAGENT 21,328 34.4% 806
FC2 29,687 47.8% 721
NTT GROUP 29,363 47.3% 489
(SOURCE: COMSCORE WORLD METRIX; FEBRUARY 2009; AUDIENCE: AGE 15+ HOME/WORK LOCATIONS)
Japan's Top Online Gaming Sites
% REACH
YAHOO! GAMES 7.1%
HANGAME.CO.JP 4.5%
WAZAP.COM 2.6%
NEXON CORPORATION 2.6%
GAMEPOT 1.3%
Japan's Top Online Retail Sites
% REACH
RAKUTEN.CO.JP 73.9%
AMAZON SITES 65.4%
YAHOO! SHOPPING 52.3%
KAKAKU.COM 42.2%
NISSEN.CO.JP 15.6%
ECNAVI.JP 15.3%
YAHOO! JAPAN STORES 14.7%
DHC 11.9%
OCNK.NET 11.0%
(SOURCE: COMSCORE WORLD METRIX; FEBRUARY 2009; AUDIENCE: AGE 15+ HOME/WORK LOCATIONS; HEAVY
INTERNET USERS)
Japan's Top Technology News Sites
% REACH
ITMEDIA.CO.JP 18.0%
CNET 6.6%
ATMARKIT.CO.JP 3.8%
ZDNET 3.0%
AOL TECH 1.8%
ASCII24.COM 1.4%
WIREDVISION.JP 1.3%
BETANEWS.COM 0.8%
HYPERDIA.COM 0.4%
INTERNET USERS)
Japan's Top Entertainment Sites
% REACH
YOUTUBE.COM 63.3%
SONY ONLINE 51.6%
NICOVIDEO.JP 37.8%
FUJI TELEVISION NETWORK 27.6%
ORICON 24.9%
YAHOO! ENTERTAINMENT 23.4%
YAHOO! MUSIC 23.0%
GYAO.JP 21.4%
TBS GROUP 16.9%
INTERNET USERS)
Japan's Top Search Properties
SEARCHES (MM) JAN-08 JAN-09 % CHANGE
YAHOO! SITES 3,096 3,489 13%
GOOGLE SITES** 2,481 2,596 5%
RAKUTEN 111 153 38%
MICROSOFT SITES 119 113 -5%
NTT GROUP 93 103 11%
AMAZON SITES 80 69 -14%
EXCITE JAPAN 11 52 362%
NEC 58 44 -25%
MIXI 40 23 -42%
NIFTY 19 22 14%
(SOURCE: COMSCORE QSEARCH; AUDIENCE: AGE 15+ HOME/WORK LOCATIONS)

Japan's Search Activities on Top Properties
SEARCHES (MM)*** SEARCHES PER SEARCHER SHARE OF SEARCHES
YAHOO! SITES 3,012 58.9 51.2%
GOOGLE SITES** 2,294 54.7 39.0%
RAKUTEN 120 7.6 2.0%
MICROSOFT SITES 90 10.5 1.5%
NTT GROUP 80 10.9 1.4%
AMAZON SITES 55 6.5 0.9%
EXCITE JAPAN 41 17.4 0.7%
NEC CORPORATION 37 18.2 0.6%
MIXI 32 6.9 0.5%
GMO INTERNET GROUP 19 4.5 0.3%
(SOURCE: COMSCORE QSEARCH; SEPTEMBER 2008; AUDIENCE: AGE 15+ HOME/WORK LOCATIONS)
USER BEHAVIOUR
Japan has an estimated 75.2 million social media users.
(SOURCE: OGILVYONE)
Nearly three quarters (74%) of Japanese Internet users
read blogs, a higher level than anywhere else in the world.
(SOURCE: OGILVYONE)
Member community websites had a 70% reach in Japan in
2008, up 2.7% on 2007.
More than 20 million Japanese Internet users visited online
gaming sites in August 2008.
(SOURCE: COMSCORE)
The Japanese are spending less time on gaming sites than
most of their Asian peers, with users spending on average
76.1 minutes per person on them in August 2008. South
Koreans by contrast spent 189.6 minutes on them.
(SOURCE: COMSCORE)
The vast majority - 92% - of Japan's Internet population
use search engines to find information.
(SOURCE: JAPAN MINISTRY OF AFFAIRS/SOZON)
What the Japanese do Online
ACTIVITY % OF USERS
WEBMAIL 88%
ONLINE SHOPPING 78%
VIDEO DELIVERY SERVICE 48.7%
INTERNET AUCTION 44.7%
BLOGS 31.7%
MUSIC DOWNLOAD 25%
SOCIAL NETWORKING SITES 23.7%
INSTANT MESSENGER 16.7%
ONLINE GAMING 15.7%
HOMEPAGE CREATION 15.3%
BULLETIN BOARDS 14%
VOIP 8%
FILE-SHAREING 5%
OTHER 11.7%
(SOURCE: EMARKETER/MARSH RESEARCH; APRIL-MAY 2008)
Time Spent on Online Entertainment Sites
TOTAL UNIQUE REACH AVERAGE MINUTES
VISITORS (000) PER VISITOR
YOUTUBE.COM 21,701 35.0% 187.0
SONY ONLINE 15,205 24.5% 10.6
ITUNES SOFTWARE (APP) 12,107 19.5% N/A
NICOVIDEO.JP 11,246 18.1% 192.9
FUJI TELEVISION NETWORK 7,454 12.0% 6.8
YAHOO! ENTERTAINMENT 7,443 12.0% 28.9
YAHOO! MUSIC 6,994 11.3% 16.1
ORICON 6,866 11.1% 5.0
GYAO.JP 6,214 10.0% 32.8
YAHOO! MOVIES 4,745 7.6% 7.5
TBS GROUP 4,550 7.3% 4.6
YAHOO! TV 4,451 7.2% 10.3
VEOH.COM 4,377 7.1% 54.8

NIPPON TELEVISION NETWORK 4,012 6.5% 5.3
NHK.OR.JP 3,821 6.2% 9.1
DAILYMOTION.COM 3,728 6.0% 45.5
WINDOWSMEDIA 3,546 5.7% 5.3
PANDORA.TV 3,514 5.7% 63.9
CBS INTERACTIVE 3,443 5.5% 4.5
TV-ASAHI.CO.JP 3,277 5.3% 4.9
MOBILE
There are 102 million mobile subscribers in Japan.
(SOURCE: INFINITA)
By 2011 the country is expected to have 121 million mobile
users, with a penetration rate of 95.4%.
(SOURCE: CELLULAR NEWS)
The mobile Internet is pervasive in Japan - 90% of mobile
users go online via their handsets.
(SOURCE: INFINITA)
Mobile advertising generated Y91.3 billion in revenues in
2008, representing year on year growth of 47%.
(SOURCE: DENTSU)
Mobile search engine advertising increased by 100% year
on year to reach Y17 billion in revenues in 2008.
(SOURCE: DENTSU)
Japan's mobile ad spend is estimated to reach US$2.7
billion by 2011.
(SOURC: BTRAX)
Mobile ad spend represents around 1% of overall ad
expenditure in Japan currently.
(SOURCE: DENTSU)
Nearly two thirds (65.8%) of Japan's mobile subscribers are
on a 3G network, the highest adoption rate in the world.
(SOURCE: DIGITAL ECONOMY FACTBOOK)
An overwhelming 91% of all digital music is sold via
mobiles in Japan.
(SOURCE: IFPI/DIGITAL ECONOMY FACTBOOK)
Mobile social networking site Mobage-Town is so popular
in Japan, its 11 million users generating up to 800 million
page impressions every day, that it is estimated that in
2008 the site generated more traffic than that of North
America and western Europe combined for the entire year.
(SOURCE: INFORMA)
The monthly mobile expenditure of an average 25 year old
in Japan is more than US$100.
(SOURCE: MOBILE-YOUTH)
Mobile search advertising will take up 40% of mobile ad
spend by 2011.
(SOURCE: DENTSU/SOZON)
In Japan, 40% of all emails are sent from mobile devices.
(SOURCE: EMARKETER)

There are currently 18 million mobile TV viewers in Japan.

(SOURCE: MOCONEWS.NET)
The majority of mobile users in Japan, 87%, use mobile
data services.
(SOURCE: RAWLINGS ATLANTIC)
How Long the Japanese Spend on Mobile Internet
TIME SPENT PER DAY ALL FEMALE MALE
(% OF USERS) (% OF USERS) (% OF USERS)
LESS THAN 3 HOURS 24% 33% 16%
2-3 HOURS 15% 17% 14%
1-2 HOURS 22% 21% 22%
30 MINS - 1 HOUR 16% 12% 20%
DAILY, LESS THAN 30 MINS 13% 9% 16%
LESS THAN DAILY 4% 3% 5%
I DON'T 3% 3% 3%
(SOURCE: INFINITA; APRIL 2008)
CASE STUDY
Client: Jetstar Japan
Agency: Ogilvy
Campaign: Jetstar
Japan Air Guitar
Campaign
Objective: To make
a splash in the Japan
market, communicate
JET's fresh Aussie
personality, and spread
awareness.
Strategy: Online
promotion centred
around air guitar
competition.
Details: The campaign
website contained: Mini
Youtube-like function to download 30 sec. JET music clip,
enter the competition by uploading guitar film, view, and
vote for favourites and Japanese comedian Dainoji - who
won the World Air Guitar Championship - giving air guitar
lessons.
JET Japan concert tour report as exclusive content.
Information about Jetstar and JET, details of Jetstar's
upcoming launch of flights between Japan and Australia,
and icon links to both parties' respective independent
websites.
Results: 125 performances uploaded and 1,200 new
Jetmail database signups.
More than 40,000 visits to the site.
200,000 page views of the site.
Topic of 123 blog articles, and 155 chat site topics with
estimated footprint of 200,000 users.
More than 106,000 individual film views on video portals
(Youtube, Google video, etc).
With 97% of site access from consumers in Japan,
the site was also accessed and viewed in more than 10
additional countries around the world.

DEMOGRAPHICS
Malaysia has a 62.8% Internet penetration rate up from
48.7% in 2007.
(SOURCE: INTERNET WORLD STATS)
Malaysia's broadband penetration rate was 21.1% as of Q4
2008, marking a sizable increase from Q3 when penetration
rates stood at 17.5%.
(SOURCE: THE MALAYSIAN COMMUNICATIONS AND MULTIMEDIA COMMISSION)
Malaysia has 15.9 million Internet users, 1.4 million of
which are broadband subscribers.
The number of Malaysian dedicated Internet subscribers is
expected to reach the 10 million mark by 2012.
(SOURCE: TELEKOM MALAYSIA)
While TV, radio and newspapers continue to dominate the
Malaysian media scene, Internet is catching up, penetration
rates doubling in the past five years to now reach two in
10 Malaysians.
Malaysians frequently log on outside of their own homes -
81% access the Internet in public Internet outlets, Internet
cafes, in the workplace or in school.
(SOURCE: OMNICOM MEDIA GROUP/YAHOO!)

Malaysia's Internet Users 2008

SEX
MALE 1,768 59.6%
FEMALE 1,199 40.4%
AGE 15-19 YEARS 661 22.3%
20-24 YEARS 645 21.7%
25-29 YEARS 479 16.1%
30-34 YEARS 357 12%
35-39 YEARS 248 8.4%
40-44 YEARS 196 6.6%
45-49 YEARS 170 5.7%
50-54 YEARS 120 4%
55-59 YEARS 49 1.7%
OVER 60 YEARS 42 1.4%

AVERAGE MONTHLY INCOME
RM1-1,000 166 5.6%
RM1001-2,000 453 15.3%
RM2001-3,000 648 21.8%
RM3001-4,000 400 13.5%
RM4001-5,000 298 10%
OVER RM5,000 998 33.6%
NOT DISCLOSED 4 0.1%
(SOURCE: NIELSEN MEDIA INDEX MALAYSIA; PAST WEEK INTERNET USERS AGED 15+ IN PENINSULAR
MALAYSIA)
E-COMMERCE
In Malaysia, more than 50% of the customers who shop
online tend to rely on personal recommendations to make
their purchasing decisions. Other main deciding factors are
search engine results (37%) and special offers (34%).
Creating that first positive shopping experience is key in
order to capture loyalty and money - Malaysian online
shoppers tend to stick to the shopping sites they are familiar
with, with 60% saying they buy mostly from the same site.
MALAYSIA
Kuala Lumpur
Nearly three quarters (70%) of Malaysian Internet users
have purchased something online, with 39% of online
users having made at least one purchase online.
Malaysian online shoppers mainly buy airline tickets or book
travel reservations over the Internet (55% of users), make
tour/hotel reservations (41%) and buy computer hardware
(22%).
ONLINE ADVERTISING
The Malaysian advertising market grew by 13% in 2008,
generating RM6.2 billion. Internet ad spend accounted for
just RM32.1 million of that.
Dedicated brand websites and sponsored content are the
best media channels to reach Malaysian online consumers,
with 54% and 53% of users respectively recalling their
use by online advertisers. The third most favoured media
channel is the banner ad, with 50% of Malaysian online
users recalling its use.
(SOURCE: TNS/MEDIA)
Malaysians are very receptive to viral messages, with 88%
of online users saying they have received a viral message
at some point and as much as 60% of them admitting to
have passed it on.
(SOURCE: TNS/MEDIA)
Online display advertising in Malaysia came to US$8.64
million in 2008 and is projected to generate US$9.9 million
in 2009. By 2010 online display ads should be bringing in
more than US$10 million.
Search advertising revenues in Malaysia came to US$6.3
million last year and are projected to reach US$9.3 million
in 2009. By 2010 search revenues will almost hit US$10
million (US$9.9 million).
Malaysia's Top 10 Sites
GOOGLE SITES 6,127 67.8% 721
YAHOO! SITES 5,897 65.3% 1,052
FRIENDSTER.COM 3,327 36.8% 328
FACEBOOK.COM 2,368 26.2% 185
AOL 1,380 15.3% 9
FOX INTERACTIVE MEDIA 1,371 15.2% 172
CBS INTERACTIVE 1,276 14.1% 12
WORDPRESS 1,211 13.4% 6
(SOURCE: COMSCORE SEGMENT METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT MALAYSIA HOME/
WORK LOCATIONS)
Malaysia's Top Online Gaming Sites
% REACH
YAHOO! GAMES 5.9%
TRAVIAN GAMES 3.5%
Y8.COM 3.2%
MSN GAMES 2.7%
MINICLIP.COM 2.6%
WORK LOCATIONS)
Malaysia's Top Online Retail Sites

% REACH
AMAZON SITES 17.7%
DELL 4.4%
WARESEEKER.COM 2.9%
ZOL.COM.CN 1.9%
ENET.COM.CN 1.8%
Malaysia's Top Technology News Sites
% REACH
CNET 21.9%
MOBILE88.COM.MY 2.5%
ZDNET 1.4%
NEWHUA.COM 1.2%
YAHOO! TECH 1.2%
SINA TECHNOLOGY 1.1%
IMAGINOVA NETWORK 1.0%
Malaysia's Top Entertainment Sites
% REACH
YOUTUBE.COM 60.9%
AOL MUSIC 16.6%
METACAFE 13.9%
REAL.COM NETWORK 13.2%
IMEEM 11.6%
WINDOWSMEDIA 11.6%
SONY ONLINE 10.0%
Top 20 Advertisers Using Digital Media in Malaysia
AIR ASIA 90%
NOKIA
DIGI TELECOMMUNICATION 76%
MAXIS COMMUNICATION 76%
KFC HOLDINGS 75%
CELCOM 72%
SONY 72%
MCDONALD'S 70%
COCA COLA 69%
NIKE 69%
PIZZA HUT 65%
CITIBANK 64%
SAMSUNG 64%
MASTERCARD 62%
VISA 62%
NESTLE 59%
ADIDAS 56%
HONDA MALAYSIA 54%
CANON MARKETING 52%
TM NET 52%
MEDIA?)
Trust in Media Channels in Malaysia
TV ADS 23%
NEWSPAPER ADS 22%
MAGAZINE ADS 21%
RADIO ADS 19%
Kuala Lumpur
USER BEHAVIOUR
It is estimated that there are around 12 million social
media users in Malaysia.
(SOURCE: OGILVY)
Friendster.com is the Number 1 social networking site in
Malaysia with 3.02 million unique visitors a month - more
than three times the size of its nearest competitor.
(SOURCE: OGILVY)
YouTube is the fastest rising search term in 2008 used by
51.7% of heavy Internet users.
(SOURCE: GOOGLE MALAYSIA ZEITGEIST/ OGILVY)

A sizeable 81% of Malay Internet users access the Internet
in public places Internet outlets, Internet cafes, workplaces
and schools, while 75% of Malaysia's Chinese Internet
users have access to the Internet at home.
Yahoo! is the most popular starting point on the Internet
for Malaysian online users - 55% typically start their
web journey with Yahoo! at home; 62% similarly at their
workplace.
49% of email users use Yahoo! Mail most often compared
to 30% for Hotmail and 7% for Gmail.
More than three quarters (77%) of Malaysian IM users
communicate on MSN/Windows Live Messenger and 57%
on Yahoo! Messenger. Yahoo! Messenger is also significantly
more popular amongst Malay Internet users with a 56%
reach.
(SOURCE: OMNICOM MEDIA GROUP/YAHOO)
Friendster is Malaysia's most popular social network site
with a 65% reach amongst social networking users.
Malaysians are a prime example of what are known as
'multisumers' - 81% of them like to surf the Internet and
watch TV at the same time.
Malaysians are seeking news on the Internet more than
ever before: online newspaper readership increased
35% last year, reaching one million readers. There is no
imminent threat of the Internet replacing mainstream
media though, 90% of readers still obtain their news via a
hard-copy.
(SOURCE: THE NIELSEN COMPANY/ OMNICOM MEDIA GROUP/YAHOO!)
Malaysians have a big appetite when it comes to consuming

digital media, with more than half of them (53%) having
streamed or played entertainment content such as full-
length movies, TV shows or music videos online.
More than two fifths (41%) of Malaysians have downloaded
the same variety of content from the Internet over the
last month. This ranks Malaysia in seventh and ninth place
respectively out of 52 countries when it comes to the
frequency of streaming and downloading entertainment
content from the Internet.
And Malaysia takes third placing globally in terms of those
who spend more than 20 hours a week watching streamed
or downloaded content from the Internet.
In Malaysia, while TV ownership (89%) is slightly ahead
of PC ownership (87%), PC usage rates (85%) compared
to TV (77%) shows that Malaysians are allowing the PC to
infiltrate their lives more.
Four in ten Malaysian online users spend between one to
two hours on the Internet every day. Apart from the more
common features such as email, surfing and information
gathering, the popular activities for netizens are online
TV/music/games (47%), followed by message/chat/
blogging (45%) and reading newspaper/magazines (35%).
While only a small amount of Malaysians may be blogging,
they do it regularly - 15% of Malaysians now blog daily.
(SOURCE: PULSE GROUP)
How Long Malaysians Spend Online
30 MINUTES-LESS THAN 1 HOUR 655 22.1%
(SOURCE: NIELSEN MEDIA INDEX MALAYSIA; INDIVIDUALS AGED 15+ IN PENNINSULAR MALAYSIA)
What Malaysians do Online: 2008
INTERNET FEATURES USED
EMAIL 2372 79.9%
DOWNLOAD SOFTWARE/FILE 1236 1.7%
GATHER INFO ABOUT PROD/SERVICE/COMPANY/RESEARCH 1601 54%
PURCHASE PRODUCT/SERVICE 281 9.5%
FINANCIAL SERVICES 425 14.3%
INTERNATIONAL NEWS/CURRENT AFFAIRS 487 16.4%
LOCAL NEWS/CURRENT AFFAIRS 1005 33.9%
READ ELECTRONIC MAGAZINE 246 8.3%
LISTEN TO MUSIC 815 27.5%
WATCH MOVIE/TV PROG 370 12.5%
PLAY GAMES 797 26.9%
USE ICQ/MESSAGING 1260 42.5%
EDUCATION SERVICES 463 15.6%
CLASSIFIED ADS 120 4%
PARTICIPATE IN AUCTION 66 2.2%
TO BLOG/READ BLOG 738 24.9%
(SOURCE: NIELSEN MEDIA INDEX MALAYSIA; INDIVIDUALS AGED 15+ IN PENNINSULAR MALAYSIA)
MOBILE
Malaysia has a total of 27.1 million mobile subscribers.
(SOURCE: THE MALAYSIAN COMMUNICATIONS AND MULTIMEDIA COMMISSION [MCMC)
Malaysia's wireless penetration level continues to increase
and is expected to reach 96.8% in 2010, which is a
forecasted 28.5 million subscribers.
(SOURCE: SYNOVATE)
Malaysians enjoy expressing themselves via their mobile
phones, one survey revealing 18% of them made video
clips on them.
(SOURCE: SYNOVATE)
More than 90% of Malaysians had a mobile service in 2008.
(SOURCE: BUDDECOMM)
While 3G numbers are growing quickly in Malaysia, they
still only represent 4% of the total mobile subscriber base.
(SOURCE: BUDDECOMM)
Malaysia currently has more than half a million mobile
Internet users.
Malaysians were the third most prolific texters in the region
over the Christmas and New Year period, sending more
than one billion SMS messages over a 2-day period. Only
texters in the Philippines and Indonesia sent more.
(SOURCE: MYSINCHEW/ACISION)
In 2008, Malaysia saw low growth levels in texting activity
against 2007 at only 13%, significantly lower than the likes
of Pakistan which experienced 253% growth in messaging
in the same period.
(SOURCE: ACISION)
Malaysians lead the south east Asia region in terms of its
mobile Internet adoption rates, with a 462.6% growth in
users since the beginning of 2008.
(SOURCE: OPERA)
Malaysian mobile Internet users are engaging more with
the mobile web's offerings too, with a 474.5% increase
in page views since the beginning of 2008, each user
averaging 11 page views each.
(SOURCE: OPERA)
Malaysia's Top 10 Mobile Sites
1. GOOGLE
2. FRIENDSTER
3. YAHOO
4. GAMEJUMP
5. FACEBOOK
6. MYSPACE
7. YOUTUBE
8. MY.OPERA
9. WIKIPEDIA
10. UTUSAN

CASE STUDY
Client: Maybank
Agency: Carat Media Sdn Bhd
Campaign: Agent M
Objective: Change the perception of Maybank2u.com to
be young and progressive. Alleviate 10 percent of enquiry
traffic from the Maybank call centre. Start conversations
with youth on banking products and other banking related
areas. Create a brand engagement for more than 30
seconds.
Strategy: Wanting to target a new generation of young
customers by engaging with them frequently on their
terms, in their time and with their language, Maybank2u.
com created an online persona called "Agent M": Asia's first
financial bot on Windows Live Messenger. With a distinct
personality, conversational skills and intelligence, Agent M
is able to chat instantly with people on a range of banking
and general topics using Windows Live Messenger.
Details: Maybank embarked on a campaign to encourage
young people to add Agent M as their friend on Windows
Live Messenger. Agent M's presence was announced
through a print campaign and by using MSN and other
Windows Live services such as Windows Live Messenger
and Windows Live Hotmail to target popular online
channels for youth. Viral word-of-mouth spread quickly
among users of Windows Live Messenger, with users
asking their friends to add Agent M as a friend on their
Windows Live Messenger simply by adding his email
address, m.m2u@maybank.com.my as a contact. Agent
M was armed with frequently asked questions from the
Maybank Customer Call Centre, 10 core Maybank products
and services, product complaints/resolutions, and even
knowledge on general subjects such as Earth Day. With 3.8
million registered Maybank2u.com users and 118,000 daily
users, Maybank used Agent M to reach a new breed of
consumers spending significant time online.
Results: Users engaged with Agent M as they would a
real person, asking day-to-day questions normally asked of
friends.
Overall, 69 percent of users were in the target audience.
Users achieved average engagement of almost three
minutes, well above the 30 second benchmark.

DEMOGRAPHICS
New Zealand has 3.4 million Internet users with an 80.5%
penetration rate. Nearly 60% use the Internet at least once
a day.
(SOURCE: INTERNET WORLD STATS/ OECD/ THE NIELSEN COMPANY)
The country had just over 2.4 million unique visitors in
February 2009, each spending on average 830.2 minutes
online, and paying 29.2 visits.
(SOURCE: COMSCORE)
There are 60 ISPs operating in New Zealand.
(SOURCE: STATISTICS NEW ZEALAND)
The Internet is certainly the domain of the young - 92%
of 10-19 year old Kiwis are regular Internet users. But it
is also highly frequented by 50-59 year olds (73%) who
would also call themselves regular Internet users.
New Zealand's Internet Users 2008
(000) % OF USERS
SEX
MALE 1,299 48.7%
FEMALE 1,371 51.3%

AGE
10-19 YEARS 541 20.3%
20-29 YEARS 465 17.4%
30-39 YEARS 475 17.8%
40-49 YEARS 496 18.6%
50-59 YEARS 361 13.5%
60-74 YEARS 276 10.3%
75+ YEARS 55 2.1%

HOUSEHOLD INCOME
UP TO $20,000 97 3.6%
$20,001 - $30,000 125 4.7%
$30,001 - $40,000 157 5.9%
$40,001 - $60,000 356 13.3%
$60,001 - $80,000 341 12.8%
$80,001 - $100,000 324 12.1%
$100,001 - $120,000 256 9.6%
$120,001 - $250,000 343 12.9%
$250,001+ 52 2%
REFUSED/NOT SPECIFIED 180 6.7%
DON'T KNOW 439 0.2%
(SOURCE : NIELSEN MEDIA INDEX NEW ZEALAND; ALL INDIVIDUALS 10+)

E-COMMERCE
New Zealanders have been slow to adopt to e-shopping
but that is swiftly changing - 42% of the online population
made an online purchase in 2008 (55% of regular Internet
users).
The New Zealand online shopping population grew 45% in
the fourth quarter of 2008 (up 39% from the same period
in 2007) and stands at a record 1.4 million people, out of a
total population of about 4.5 million.
New Zealanders have taken to the web with gusto when it
comes to buying and selling cars: over eight in ten (84%)
car buyers use the Internet to research and determine
which car to buy. Just over half of the country's car sellers
(52%) use it as a tool to actually sell the vehicle.
NEW ZEALAND
Lake Matheson, Mount Cook and Mount Tasman
On average New Zealand online shoppers spend five
minutes and 39 seconds online per session. They view 7.4
pages on average and spend US$38.79 per order, more
than their Australian neighbours.
(SOURCE: EMARKETER)
New Zealanders like to actively engage with the online
shopping community, with 822,000 of them submitting
product reviews online in 2008.
Products Researched, Compared or Bought Online
PRODUCT % OF USERS
AIRLINE TICKETS 43%
ACCOMMODATION 33%
CAR HIRE 9%
BOOKS/MAGAZINES 20%
MOVIE/EVENT TICKETS 19%
CDS/RECORDS/TAPES 15%
VIDEOS OR DVDS 15%
VIDEO/PC GAMES 15%
MP3 OR SIMILAR 9%
CONSUMER ELECTRONICS 31%
COMPUTER HARDWARE 22%
SOFTWARE DOWNLOADS 19%
SOFTWARE DISCS 9%
DVD PLAYER 6%
FURNITURE 18%
WHITE GOODS 18%
GARDENING ITEMS 14%
GROCERIES 14%
FLOWERS 5%
VEHICLES 18%
AUTO ACCESSORIES 13%
DIY HARDWARE 13%
CLOTHING/ACCESSORIES 34%
HEALTH/BEAUTY ITEMS 19%
TOYS 19%
ONLINE INFO/REPORTS 18%
FITNESS/SPORTING 18%
JEWELLERY 15%
ART 11%
INSURANCE 9%
STOCKS, SHARES, LOANS MORTGAGES 8%
MUSICAL INSTRUMENTS 8%
STATIONERY 6%
OTHER 9%
ONLINE ADVERTISING
New Zealand's online advertising market was worth
NZ$193.15 million in 2008.
(SOURCE: IAB NZ/ PWC)
The Internet was New Zealand's fastest-growing advertising
channel in 2008, up 42.9% from 2007.
(SOURCE IAB NZ/PWC)
However, online advertising still only accounts for around
5% of total ad spend in New Zealand.
New Zealand's Q2 2008 online ad spend - NZ$49.2 million -
represented a growth of 54% against Q2 2007.

The Internet could likely become the second largest
advertising channel by 2010, even though TV currently
represents roughly three-quarters of total advertising
spend.
Online advertising in New Zealand grew 55% in the first

half of 2008. While ad spend decreased significantly across
most advertising channels in the second half of 2008, the
Internet showed a similar level of spend compared with
2007 numbers (only a 0.5% decrease).
Amongst the different categories, search and directory ads
(representing 30.9% of total online ad spend) showed the
strongest growth of 75% to NZ$59.71 million. Display ads
(accounting for 30.1% of online ad spend) grew 38% to
$58.12 million. Classifieds grew 28% to NZ$75.32 million.
There was a 20% year on year increase in the number
of online display campaigns that ran in New Zealand in
October 2008.
New Zealand's Top 10 Sites
GOOGLE SITES 1,906 78.9% 217
FAIRFAX MEDIA 1,286 53.3% 184
YAHOO! SITES 1,138 47.2% 83
AOL 1,027 42.5% 150
FACEBOOK.COM 805 33.3% 78
APPLE 561 23.2% 3
CBS INTERACTIVE 424 17.6% 5
ANZ BANKING GROUP 421 17.5% 10
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS AT 15+ NEW ZEALAND HOME/
WORK LOCATIONS)
New Zealand's Top Online Gaming Sites
% REACH
MINICLIP.COM 6.5%
MSN GAMES 3.7%
JIMUNGO.COM 3.6%
ADDICTINGGAMES.COM 2.7%
WORK LOCATIONS)
New Zealand's Top Online Retail Sites
% REACH
AMAZON SITES 39.2%
SHOPPING.COM SITES 11.2%
WOOLWORTHS 9.5%
1-DAY.CO.NZ 8.0%
THEWAREHOUSE.CO.NZ 7.3%
TICKETEK 7.3%
ALIBABA.COM 5.5%
NOELLEEMING.CO.NZ 5.4%
WORK LOCATIONS)
New Zealand's Top Technology News Sites
% REACH
CNET 22.9%
GEEKZONE.CO.NZ 3.7%
WIRED.COM 2.9%
EXPERTS-EXCHANGE.COM 2.4%
AOL TECH 2.3%
PCWORLD.CO.NZ 2.2%

New Zealand's Top Entertainment Sites
% REACH
YOUTUBE.COM 73.7%
TVNZ SITES 28.2%
MSN ENTERTAINMENT CHANNEL 20.8%
IMDB.COM 20.7%
UGO ENTERTAINMENT 19.4%
BREAK MEDIA 19.4%

Belief in Media Channels in New Zealand
MEDIA CHANNEL % WHO BELIEVE THE CHANNEL
RECOMMENDATIONS FROM CONSUMERS 83%
NEWSPAPERS 71%
CONSUMER OPINION POSTED ONLINE 64%
BRANDS WEBSITES 53%
MAGAZINES 60%
TV 63%
RADIO 64%
EMAIL I SIGNED UP FOR 63%
BRAND SPONSORSHIPS 44%
ADS BEFORE MOVIES 41%
SEARCH ENGINE ADS 21%
ONLINE BANNER ADS 15%
TEXT ADS ON MOBILE PHONES 19%
USER BEHAVIOUR
New Zealand children are big media consumers and their
appetite is growing. Playing video games (84%) and using
the Internet (62%) is on the rise even though watching TV
(99%) is still the primary form of entertainment.
(SOURCE: ITU)
Blogging is becoming more popular in New Zealand. One
survey revealed that almost half (49%) of Internet users
aged 14 and older read blogs, and 17% have created their
own.
Half of New Zealand's online population, 1.7 million people,
read consumer reviews online.
In 2008, nearly half of all online users in the country - 1.6
million consumers - got involved in social networking.
Of that number, nearly half a million (451,000) created
a blog. The number of New Zealanders who will do this
in the next year is set to increase by 65%, which will
represent 28% of online users.
Nearly a million (926,000) New Zealanders visited online
gaming sites in August 2008, spending on average 134.5
minutes per person and averaging 9.9 visits per visitor, the
second lowest rate in the region.
(SOURCE: COMSCORE)
New Zealanders are keen social networkers, with 62% of
them having browsed online profiles; 45% of them having
created their own profile; and 48% of them saying they
have joined friend finder sites.
New Zealanders are mostly happy to use the Internet as

a central place to share their camera work with people
online: more than three quarters of them (77%) share
photos online while 61% of them upload photos, equaling
2 million and more than one million users respectively.
Less are currently prepared to share their entertainment
however, with a lower 39% sharing videos; 31% uploading
music; and less than a quarter uploading videos.
Video upload rates were expected to increase over 2008,
by 80% to reach 43% of the online population.
A sizeable 88% of New Zealand online users have at one
point shared or distributed content online.
Nearly all online New Zealanders regularly check their email
(95%) while 74% regularly catch up on the news.
How Long New Zealanders Spend Online
ZERO 270 9.7%
1- 15 MINUTES 68 2.4%
16-30 MINUTES 127 4.5%
31 MINUTES TO 1 HOUR 276 9.9%
1 HOUR 1 MINUTE - 2 HOURS 321 11.5%
2 HOURS 1 MINUTE - 4 HOURS 412 14.7%
4 HOURS 1 MINUTE - 7 HOURS 426 15.2%
7 HOURS 1 MINUTE OR MORE 888 31.8%
DON'T KNOW 1 0%
NOT USED NET LAST 4 WEEKS 0 0%
(SOURCE : NIELSEN MEDIA INDEX NEW ZEALAND; ALL INDIVIDUALS 10+; INTERNET USAGE PER WEEK)
What New Zealanders Do on Social Networking Sites
ACTIVITY % OF USERS WITH ONLINE PROFILES
STAY IN TOUCH WITH FRIENDS YOU RARELY SEE IN PERSON 63%
BUY SOMETHING 48%
LOOK FOR ADVICE OR INFORMATION 46%
LOOK FOR A NEW JOB 42%
STAY IN TOUCH WITH FRIENDS YOU SEE A LOT 40%
SELL SOMETHING 35%
MAKE PLANS WITH YOUR FRIENDS 28%
LOOK FOR A CAR 27%
MAKE NEW FRIENDS 26%
FIND A PLACE TO LIVE 22%
FLIRT WITH SOMEONE 19%
FIND SOMEONE TO DATE 17%
ADVANCE YOUR CAREER 10%
What New Zealanders do Online
ACTIVITIES IN LAST MONTH (000) % OF USERS
SENT/RECEIVED EMAIL 2,242 80.2%
PLAY INDIV/MULTI PLAYER GAMES 636 22.8%
ONLINE GAMBLING EG POKER, SPORTS 69 2.5%
DOWNLOADED SOFTWARE 493 17.6%
LISTENED TO MUSIC 694 24.8%
LISTENED TO RADIO STATIONS 204 7.3%
DOWNLOADED MUSIC 536 19.2%
WATCHED TELEVISION/MOVIES 329 11.0%
INTERNET BANKING 1,423 50.9%
ENTERED ONLINE COMPETITION 340 12.2%
GENERAL SURFING 1,716 61.4%
READ NZ ELECTRONIC NEWSPAPER 695 24.8%
READ INTERNATIONAL ELECTRONIC PAPER 356 12.7%
ACCESSED INFO ON PRODUCT/SERVICE 1,237 44.3%
ACCESSED NEWS/CURRENT AFFAIRS 620 22.2%
ACCESSED INFORMATION ON SPORTS 549 19.6%
ACCESSED INFORMATION ON TRAVEL 656 23.5%
ACCESSED INFO ON ENTERTAINMENT 712 25.5%
ACCESSED INFO FINANCE/LOAN/MORTAGE 260 9.3%
ACCESSED TELECOM YELLOW PAGES 449 16%
ACCESSED TELECOM WHITE PAGES 534 19.1%
ACCESSED STREET DIRECTORY EG. WISE 467 16.7%
VISITED NZ ONLINE SHOPPING SITE 795 28.4%
VISITED O/SEAS ONLINE SHOP SITE 426 15.2%
EDUCATION RESEARCH 544 19.5%
GENERAL RESEARCH E.G. HEALTH 629 22.5%
INSTANT MESSAGING 792 28.3%
JOINED CHAT/DISCUSSION GROUPS 232 8.3%
PARTICIPATED IN AN ONLINE AUCTION 523 18.7%
PAID A BILL 1,001 35.8%
DOWNLOADED PODCASTS 97 3.5%
MADE TELEPHONE CALL (VOIP) 181 6.5%
SEARCHED FOR JOBS ONLINE 430 15.4%
SEARCHED FOR PROPERTIES ONLINE 379 13.6%
SEARCHED FOR VEHICLES ONLINE 344 12.3%
READ NZ ELECTRONIC MAGAZINES 146 5.2%
READ INTL ELECTRONIC MAGAZINES 150 5.4%
SUBSCRIBED DIGITAL COPY OF MAGAZINE 39 1.4%
SUBSCRIBED TO DIG COPY OF NEWSPAPER 31 1.1%
OTHER 130 4.7%
READ A BLOG 447 16%
POSTED A BLOG 132 4.7%
UPLOADED CONTENT TO WEBSITES 381 13.6%
NOT SPECIFIED 152 5.5%
What Video/Audio Content New Zealanders Upload
TYPE OF CONTENT % OF ONLINE USERS
HAVE UPLOADED VIDEO/AUDIO VIDEO TOPICS
MUSIC VIDEO 41%
NEWS 41%
TRAVEL 29%
COMEDY 26%
SPORT 25%
HEALTH 24%
HOME VIDEO 19%

AUDIO TOPICS
NEWS 42%
TRAVEL 25%
SPORT 23%
COMEDY 22%
HEALTH 22%
EDUCATION 21%
POLITICS 20%
How New Zealanders Share Content Online
SHARING METHOD % OF USERS WHO SHARE CONTENT
VIDEO CLIP INTERESTING PHOTO SONG
LINK
SENT LINK TO CONTENT VIA EMAIL 68% 83% 78% 57%
SENT CONTENT THROUGH EMAIL 55% 39% 58% 42%
SENT LINK THROUGH IM 21% 32% 22% 20%
POSTED LINK ON THEIR ONLINE PROFILE 21% 29% 27% 22%
EMBEDDED CONTENT ON OWN
SOCIAL NETWORKING PROFILE 21% 17% 23% 27%
MOBILE
170,000 New Zealanders - about 5.9% of total mobile
subscribers - use the Internet (WAP) feature on their
phones.
A 3% mobile subscriber growth is expected for 2009-2010,
after which it is likely to fizzle out as the market has almost
reached saturation.
(SOURCE: BUDDECOMM)
Nearly half of the country's children (42%) use a mobile
phone.
(SOURCE: ITU)
Vodafone is the leader in New Zealand's mobile market
with a 52% share in subscribers and 66% share in terms
of mobile revenues.
(SOURCE: BUDDECOMM)
CASE STUDY
Client: Roadshow Films (Australia/New Zealand)
Agency: Clemenger Harvie Edge
Campaign: Star Wars: The Clone Wars movie
Objective: To drive the awareness of Star Wars: The
Clone Wars movie launch in Australia and New Zealand
while introducing the franchise to a core childrens' market
of five to 12 year olds.
Strategy: Deliver an integrated media solution within a
targeted childrens' on-air and online environment; leverage
on Cartoon Network's popularity both on-air and online
in both markets to solicit user-generated content within a
competition environment.
Details: Children were invited to upload short
videos of themselves to a Star Wars: The Clone Wars
competition micro-site across CartoonNetwork.com.au
and CartoonNetwork.co.nz. Demonstrating their best Jedi
Master Lightsaber moves, competitors had a chance to win
a "Star Wars Lightsaber Party," which included a private
screening for the winner and 21 of their friends. Cartoon
Network then selected the top five submissions from across
Australia and New Zealand, and incorporated the videos
with special lightsaber sounds and visual effects. Children
across the country were then asked to vote for their
favourite video. Additional online ad banners and floating
ad units further reinforced the call to action.
Results: Over 425,000 impressions were booked for
Australia and 225,000 for New Zealand.
Over 20,000 page views for the microsite.

DEMOGRAPHICS
The Philippines still has one of the lowest Internet
penetration rates in the world: only 15.4% of its population
is online.
(SOURCE: UNIVERSAL MCCANN/ INTERNET WORLD STATS)
Internet usage in the Philippines is expected to increase by
10% in 2009.
(SOURCE: NIELSEN/PHILSTAR)
The Philippines has around 14 million Internet users. Of
those, 967,600 are broadband subscribers.
(SOURCE: UNIVERSAL MCCANN/ INTERNET WORLD STATS)
According to another estimate, however, the Philippines
could have as much as 20 million Internet users.
(SOURCE: THE NIELSEN COMPANY/ YAHOO!)
By the end of 2008, the Philippines could have 21.5 million
Internet users.
(SOURCE: OGILIVY/IDC)
Young Filipinos log on more - 50% of Internet users below
the age of 20 have accessed the Internet in the past
month, showing a higher frequency than any other age
group.
(SOURCE: NIELSEN)
The Philippines' Internet Users 2008
(000) % OF USERS
SEX
MALE 4,554 25.69%
FEMALE 4,445 26.15%
AGE
10-14 4,249 45.39%
20-29 3,026 37.4%
30-39 1,033 15.82%
40+ 690 6.24%

HOUSEHOLD INCOME
PHP 10,000 & BELOW 1,769 13.03%
PHP 10,001 - 15,000 1,806 25.66%
PHP 15,001-20,000 639 34.56%
PHP 20,001 - 30,000 670 34.15%
PHP 30,001 - 40,000 295 45.6%
PHP 40,001 - 50,000 266 52.57%
PHP 50,001 & ABOVE 114 53.02%
(SOURCE : NIELSEN MEDIA INDEX PHILIPPINES)
USER BEHAVIOUR
Social media is becoming more prevalent in the Philippines
with an estimated 11.2 million users.
(SOURCE: OGILVY)
Friendster rules the Philippines social media market with
about 10.7 million subscribers - accounting for more than
38.8% of Friendster's worldwide users.
(SOURCE: OGILVY)
Filipinos prefer the Internet over television and print.
Internet usage increased to 28% in 2008 (up from 23% in
2007).
There are an estimated 35 million Filipinos in urban centres
nationwide - 28% of them have accessed the Internet in
the past month but only 5% have in the past day.
THE PHILIPPINES
Boats at Boracay beach
Internet cafs are the great equaliser for all social classes
in the Philippines: it is the only medium that allows Filipinos
to communicate, research and be entertained for just 10 to
15 pesos an hour.
It is of no surprise then that Internet cafs are the most
popular choice for Filipino netizens - one survey revealed
that 71% of Filipinos go online from Internet cafs; 27%
from home; 7% from the office; and 7% in school.
One in three Filipino Internet users have a blog.
The Filipino Internet base is quite young: at least 49% of
them are 10 to 19 years old, while 32% are between the
ages of 20 and 29.
Online gaming is becoming a mainstream activity in the
Philippines. 53% of all Filipino netizens have indulged in
them. The users often tend to be males and below the age
of 20.
In the Philippines, social networks have become an
important platform for friends and family to communicate.
Over half (51%) of all local Internet users said they access
social networking sites every month; 92% said that they
have a Friendster account.
Offline texting is moving online in the Philippines. Nearly
one quarter (23%) of Filipino Internet users regularly send
text messages via the Internet.
In a survey tracking the highest usage levels across a
range of devices, the Philippines came first out of 52
countries.
What Filipinos do Online
FEATURES USED PAST MONTH INTERNET USER PAST WEEK INTERNET USER
(000) % OF USERS (000) % OF USERS
MAKING A PURCHASE ONLINE 403 4.06% 395 4.39%
NEWSPAPER/NEWS 1,051 10.59% 994 11.05%
EMPLOYMENT OPPORTUNITIES 997 10.04% 927 10.3%
WEATHER FORECAST 324 3.26% 320 3.56%
TRAVEL (AIRLINE/RESORT BOOKING) 141 1.42% 137 1.52%
DOWNLOADING MUSIC/MP3
(I.E. LIMEWIRE) 1,603 16.14% 1,524 16.94%
DOWNLOADS - GAMES 1,934 19.48% 1,879 20.88%
DOWNLOADS - VIDEOS 1,254 12.63% 1,159 12.88%
DOWNLOADS - FILES/SOFTWARE 609 6.13% 590 6.56%
DOWNLOADS - PICTURES 2,104 21.19% 1,919 21.32%
SPORTS 1,049 10.57% 997 11.08%
ACADEMIC STUDY/RESEARCH 1,980 19.94% 1,866 20.74%
PERSONAL RESEARCH
(GENERAL BROWSING) 1,933 19.47% 1,841 20.46%
USING EMAIL 5,267 53.05% 4,796 53.29%
ONLINE BANKING 133 1.34% 127 1.41%
CHAT ROOMS/ONLINE DISCUSSION 5,073 51.09% 4,639 51.55%
PLAYING GAMES (ONLINE) 3,747 37.74% 3,495 38.84%
BUSINESS INFORMATION 460 4.63% 453 5.03%
HEALTH INFORMATION 861 8.67% 841 9.35%
CINEMA LISTINGS/EVENTS GUIDE 327 3.29% 319 3.54%
LISTENING TO ONLINE RADIO 1,293 13.02% 1,227 13.63%
INTERNET PHONE 709 7.14% 677 7.52%
INTERNET FAX 129 1.3% 124 1.38%
VIDEO CONFERENCING 1,334 13.44% 1,228 13.65%
SOCIAL NETWORKING
(FRIENDSTER, MULTIPLY, MYSPACE) 5,165 52.02% 4,907 54.53%
BLOGS/ONLINE JOURNAL 2,236 22.52% 2,041 22.68%
OTHERS 1,692 17.04% 1,565 17.39%
How Long Filipinos Spend Online
AVERAGE TIME SPENT USING INTERNET
(000) % OF USERS
PAST MONTH INTERNET USAGE
20 + HOURS 1,937 19.51%
10-19 HOURS 1,233 12.42%
5-9 HOURS 1,469 14.8%
LESS THAN 5 HOURS 5,227 53.25%

PAST WEEK INTERNET USAGE
20 + HOURS 1,925 21.39%
10-19 HOURS 1,139 12.66%
5-9 HOURS 1,378 15.31%
LESS THAN 5 HOURS 4,531 50.64%
ONLINE ADVERTISING
The online advertising industry in the Philippines will be
generating PHP1 billion in revenues by 2010.
(SOURCE: NIELSEN/PHILSTAR)
Online display advertising revenues in the Philippines
came to US$12.80 million in 2008. They are projected to
generate US$14.62 million in 2009, and by 2010 will reach
US$15 million.
Search advertising revenues in the Philippines came to
US$2.743 million last year and are projected to reach
US$6.89 million in 2009. By 2010 search revenues will
almost hit US$11 million.
The Philippines, along with Vietnam and Indonesia, will
be driving 90% of the south east Asia region's online ad
growth in the next five years
(SOURCE: YAHOO!/THE NIELSEN COMPANY)
MOBILE
Filipinos love chatting: they spend around two hours each
day talking on landlines and around one hour on their
mobiles.
(SOURCE: SYNOVATE)
Mobile penetration in the Philippines reached almost 60%
by early 2008 - a 20% growth from 2007. Subscribers are
continuing to increase despite expectations that the market
is saturated.
(SOURCE: BUDDECOMM)
The Philippines has 68.1 million mobile subscribers - the
sixth highest number of subscribers in the region.
(SOURCE: ITU)
The fixed-line market in the Philippines continues to be
problematic. Fixed teledensity stands at less than 5% with
no sign of an increase.
(SOURCE: BUDDECOMM)
Boats at Boracay beach

The Philippines telecom sector continues to contribute over
10% to the country's GDP.
(SOURCE: BUDDECOMM)
Mobile Internet users in the Philippines visit mobile sites
more than most, averaging 278 page views per visitor,
more than global average of 242 page views.
(SOURCE: FRIENDSTER/OPERA)
And Filipinos' visits are becoming more numerous, with
mobile site page views per user growing more than 1120%
in 2008.
(SOURCE: OPERA)
The Filipinos are prolific texters too, sending the highest
number of SMS messages per subscriber in the world.
(SOURCE: ITU)
The Philippines has experienced a 396.4% increase in new
mobile Internet users since January 2008.
(SOURCE: OPERA)
Mobile users in the Philippines sent out 2.36 billion SMS
messages over the 2008 Christmas and New Year Period,
more than a third of all SMS messages sent out globally
(6.37 billion).
(SOURCE: ACISION)
Messaging traffic grew by 65% year on year in the
Philippines in 2008.
(SOURCE: ACISION)
The Philippines' Top Mobile Sites
1. FRIENDSTER
2. GOOGLE
3. YAHOO
4. YOUTUBE
5. WIKIPEDIA
6. MY.OPERA
7. GAMEJUMP
8. SYMBIANIZE
9. MULTIPLY
10. PINOYWAP
E-COMMERCE
Filipinos aren't keen on Internet shopping or banking: only
3% of the population have made purchases or banked
online.

CASE STUDY
Client: Nike Philippines
Agency: Yahoo!
Campaign: PC & Mobile Campaign Philippines
Objective: Support the launch of the Nike Sportswear
Collection centered around Nike icons of sports. Evoke
interest in Nike 8 Mobizine (mobile magazine) which
highlights the stories behind each of the 8 Nike Sportswear
icons. To drive user awareness of the launch through
partnership with Yahoo! web and mobile teams.
Campaign Goal: Drive desktop and mobile traffic to Nike
Mobizine. Promote website that includes product stories,
athlete videos, as well as web downloads, building interest
in Nike 8 Mobizine.
Strategy: Nike partnered
with Yahoo!'s PC and
mobile teams to create
an integrated campaign
for the first two weeks
of the launch on: Yahoo!
PH PC Homepage; Yahoo!
PH Mobile Homepage
and Yahoo! PH Mobile
Messenger.
Details: Mobile: Yahoo!
Philippines mobile
homepage ran the Nike
Sportswear banners
for two weeks between
August and September
while banners ran on
Yahoo! Mobile Messenger
for a week.
Web: Standard LREC banners ran across Yahoo! Philippines
PC homepage for a week, driving traffic to switch to their
mobile sets to visit the Nike 8 Mobizine.
Results: Mobile Results: Over the campaign period of
two weeks, 22,000 clicks were sent to Nike Mobizine.
A remarkable CTR of 5.09% was achieved on the very
first day when banners ran across the Yahoo! Mobile
Homepage.
An overall average CTR of 1.86% was achieved across
the two week campaign
PC Results: Yahoo! Philippines Homepage delivered more
than 420,000 impressions in one week.
Achieved an above-industry standard CTR of 0.28%.

DEMOGRAPHICS
Singapore is now the most wired nation in the world, with
more broadband connections than homes - household
broadband penetration rates now stand at 102.1%.
(SOURCE: IDA)
Singapore had 2.52 million unique visitors online in
February 2009.
(SOURCE: COMSCORE)
Including business, wireless and all other broadband
connections, Singapore now has 4.8 million broadband
connections in total.
(SOURCE: IDA)
Almost half (49.6%) of Singapore's online population are
online gamers or have visited an online gaming site.
(SOURCE: COMSCORE)
Online Singaporeans spent on average 1,246 minutes
online in February 2009, averaging 35.5 visits per user.
(SOURCE: COMSCORE)
Singapore's Internet Users 2008
(000) % OF USERS
SEX
MALE 1,875 50.81%
FEMALE 1,815 49.19%
AGE
15-17 208 5.64%
18-19 111 3.01%
20-24 332 9%
25-29 381 10.33%
30-34 323 10.84%
35-39 307 10.43%
40-44 259 10.51%

45-49 356 9.65%
50-54 311 8.43%
55-59 258 6.99%
60+ 558 15.12%
HOUSEHOLD INCOME
LESS THAN S$750 PER MONTH 151 4.09
S$751-1,000 PER MONTH 131 3.55
S$1001-1,500 PER MONTH 156 4.23
S$1501 - 2,000 PER MONTH 240 6.5
S$2001 - 2,500 PER MONTH 220 5.96
S$2501 - 3,000 PER MONTH 279 7.56
S$3001 - 3,500 PER MONTH 230 6.23
S$3501 - 4,000 PER MONTH 309 8.37
S$4001 - 5,000 PER MONTH 440 11.92
S$5001 - 6,000 PER MONTH 305 8.27
S$6001 - 7,000 PER MONTH 237 6.42
S$7001 - 10,000 PER MONTH 477 12.93
S$10001 - 15,000 PER MONTH 241 6.53
MORE THAN S$15,000 PER MONTH 274 7.43
(SOURCE : NIELSEN MEDIA INDEX SINGAPORE; ALL PERSONS 15+)
How Singaporeans go Online at Home
ACCESS POINT % OF USERS
56K DIAL-UP/ISDN 1%
CABLE MODEM 44%
ADSL 48%
WIRELESS BROADBAND 8%
DON'T KNOW 2%
COMPUTER 100%
INTERNET-ENABLED MOBILE PHONE 11%
GAME MACHINE WITH INTERNET CONNECTION 4%
(SOURCE: IDA)
USER BEHAVIOUR
According to one survey, 51% of Singaporeans trust a blog
as much as they do traditional media. Google's Blogger
platform now ranks 5th in the top 100 most visited sites for
Singapore.
(SOURCE: OGILVYONE)
SINGAPORE
Cityscape showing the Merlion and the financial district
In Singapore 16% of bloggers are blogging daily.
Singaporeans are not particularly new to blogging, 17% of
them having blogged for three years or more.
The Lion City also boasts the highest reach in social
networking, with more than 74% of its online population
indulging in it. Singaporeans visit social networking sites on
average 19 times a month.
(SOURCE: BRAND REPUBLIC/ COMSCORE)
Social networking and forums dominate online activity in
Singapore, representing 10.2% of all Internet visits by
online users.
(SOURCE: OGILVYONE)
Facebook's ubiquity has reached more than 1 million
visitors in Singapore and ranked as the fourth most visited
site. Friendster ranked sixth with 838,000 visitors.
(SOURCE: COMSCORE)
Good news for digital marketers: in one survey, 24% of
Singaporeans said that the online presence of brands
"significantly increases their interest" in them.
(SOURCE: OGILVYONE)
More than 2.5 million Singaporeans over the age of 15
went online from home and work, consuming an average of
1,785 pages of web content and spending about 21 hours
per person.
(SOURCE: COMSCORE)
Singapore has the second highest online gaming
penetration (49.6%) in the region.
(SOURCE: COMSCORE)
Singaporean online gamers on average spend 140 minutes
a month on gaming sites.
(SOURCE: COMSCORE)
Google is Singapore's most popular online tool with 80%
of the population using it (2 million visitors). Microsoft's
entities come a close second with a 77% reach (1.9 million
visitors); Yahoo! sites ranked third with a 70% reach (1.8
million visitors).
(SOURCE: COMSCORE)
There are as many as 3.2 million Singaporean social media
users, out of an overall population of 4.6 million people.
(SOURCE: OGILVYONE)
Singaporeans spent an average of 21 hours online per
visitor mainly for online communication, entertainment, and
social networking. Instant messaging is the most popular
activity making up for 24% of total minutes, while web-
based email accounted for 6%.
(SOURCE: COMSCORE)
Singaporeans are most likely to juggle watching TV or
talking on their mobile phones while on the Internet.
(SOURCE: TNS/ MEDIA MAGAZINE)

Young Singaporeans use a wide variety of media and spend
a good 12.6 hours a day doing so. This covers time spent
surfing the web, playing video games, watching DVD/VCD/
videos, reading newspapers and magazines, talking or
texting on the phone, or listening to the radio.
(SOURCE: SYNOVATE)
According to another survey, social networking accounts
for 8% of Singaporeans' time spent online. Facebook is
the most popular social networking site with 48% using it,
followed by Friendster at 43% and Windows Live Spaces
(MSN spaces) at 27%.
(SOURCE: COMSCORE/ SYNOVATE)
What Singaporeans Do Online
EMAIL 2,051 55.58%
ACCESS ADULT SITES 52 1.41%
ACCESS CLASSIFIED ADS 240 6.5%
ACCESS EDUCATION SERVICES 400 10.84%
ACCESS NEWS/CURRENT AFFAIRS 673 18.24%
ACCESS NEWS GROUP/BULLETIN BOARD 97 2.63%
BLOGGING/POSTING ONLINE JOURNAL 335 9.08%
BUY PRODUCTS/SERVICES 406 11%
CHAT ROOMS/INTERNET RELAY CHATS 217 5.88%
DOWNLOAD MEDIA FILE 348 9.43%
DOWNLOAD SOFTWARE/FILES 560 15.18%
FINANCIAL SERVICES 690 18.7%
GATHER COMPANY RESEARCH 1019 27.62%
GATHER PRODUCTS/SERVICES INFO 1308 35.45%
GENERAL SURFING 1519 41.17%
INSTANT MESSAGING 857 23.22%
LISTEN TO MUSIC 796 21.57%
PARTICIPATE IN AUCTIONS 86 2.33%
PARTICIPATE IN SOCIAL NETWORKING PORTALS 430 11.65%
PLAY GAMES 676 18.3%
POST PHOTOS ONLINE 258 6.99%
READ E-MAGAZINES 126 3.41%
READ E-NEWSPAPERS 396 10.73%
VIDEO CONFERENCING 118 3.2%
WATCH MOVIE/TV/VIDEO 921 24.96%
OTHER 150 4.07%
(SOURCE : NIELSEN MEDIA INDEX SINGAPORE; ALL PERSONS 15+)
How Long Singaporeans Spend Online
30 MINUTES-LESS THAN 1 HOUR 400 10.84%
1 HOUR-LESS THAN 2 HOURS 549 14.88%
MORE THAN 7 HOURS 224 6.07%
(SOURCE : NIELSEN MEDIA INDEX SINGAPORE; ALL PEOPLE 15+)
ONLINE ADVERTISING
The type of digital formats that have made the biggest
impression on Singaporean consumers reliably continues
to be dedicated brands' websites with 54% of users saying
they had seen this used most often by advertisers. They
were followed by sponsored content (49% of users),
banner ads (46%) and pop-ups (33%).
(SOURCE: TNS/ MEDIA)

Singaporeans appear to be big fans of viral marketing. In
a survey asking Singaporean netizens if they had passed
on viral marketing messages, a sizable 70% said that they
had.
Cityscape showing the Merlion and the financial district


Singaporean viral recipients who are most likely to pass
on the messages are aged between 35-39, 78% of them
saying they have forwarded on viral messages at some
point before.
Display advertising, making up the majority of Singapore's
online ad market, generated US$23.99 million in revenues
in 2008, while search advertising brought in US$17.46
million. In 2009 those numbers are expected to increase
to US$24.63 million and US$23.46 million respectively and
signalling a closing of the gap between display and search
spending.
(SOURCE: YAHOO!/NIELSEN ONLINE)
Looking ahead, search advertising spend is expected to
reach US$25.47 million by 2010, while display advertising
spend is expected to go up to US$26.1 million.
Singapore is projected to experience a 20% or more
growth in search marketing spend in 2009.
(SOURCE: PURPLECLICK)
Singapore's Top 10 Sites
SITE TOTAL UNIQUE VISITORS (000) % REACH TOTAL MINUTES (MM)
GOOGLE SITES 2,009 79.6% 378
YAHOO! SITES 1,757 69.7% 162
FACEBOOK.COM 1,128 44.7% 132
FRIENDSTER.COM 838 33.2% 63
CBS INTERACTIVE 529 21.0% 9
APPLE 515 20.4% 3
ASK NETWORK 510 20.2% 5
WORDPRESS 475 18.8% 2
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT SINGAPORE HOME/
WORK LOCATIONS)
Singapore's Top Online Gaming Sites
SITE % REACH
Y8.COM 9.7%
NEXON CORPORATION 7.8%
TRAVIAN GAMES 7.8%
MINICLIP.COM 7.0%
WORK LOCATIONS)
Singapore's Top Online Retail Sites
SITE % REACH
AMAZON SITES 31.6%
SINGTELSHOP.COM 8.9%
DELL 4.3%
GMARKET.COM.SG 4.3%
SAMSUNG GROUP 4.2%

Singapore's Top Technology News Sites
SITE % REACH
CNET 27.8%
HARDWAREZONE.COM 3.7%
ZDNET 3.1%
AOL TECH 2.3%
IMAGINOVA NETWORK 1.7%
Singapore's Top Entertainment Sites
SITE % REACH
YOUTUBE.COM 79.0%
MEDIACORP 35.6%
IMEEM 32.9%
METACAFE 18.3%
MSN VIDEO 18.1%
YAHOO! MOVIES 17.7%
Top 20 Advertisers Using Digital Media in Singapore
SINGTEL 71%
NOKIA 66%
STARHUB 66%
CITIBANK 65%
MCDONALD'S 64%
SINGAPORE AIRLINES 62%
SONY 62%
DBS 61%
M1 59%
NIKE 59%
COCA COLA 59%
VISA 57%
HEWLETT PACKARD 57%
HSBC 56%
SAMSUNG 55%
OCBC 55%
KFC 54%
UOB/OUB 53%
MASTERCARD 53%
DELL 51%
MEDIA?)
Trust in Media Channels in Singapore
TV ADS 15%
NEWSPAPER ADS 15%
MAGAZINE ADS 14%
RADIO ADS 11%
Types of Digital Media Seen Being Used
MEDIA % OF USERS
BANNER ADS 46%
EMAIL 45%
POP-UP ADS 33%
MOBILE PHONES 23%
OTHER 12%
(SOURCE: TNS/MEDIA)
MOBILE
Nearly all Singaporeans, 96% of them, own a mobile
phone.
(SOURCE: SYNOVATE)
Singaporeans use their mobile phones almost equally for
making phone calls (40%) and texting (45%); MMS (2%)
and Internet access (3%) on mobile phones have yet to
take off in the country.
(SOURCE: UNIVERSAL MCCANN)
Singaporeans love talking on the phone: they spend around
two hours each day talking on the phone and around one
hour on their mobiles.
(SOURCE: SYNOVATE)
Affluent Singaporeans use their mobile phones as a 'third
screen'. 95% use them to send and receive text messages
(the region's highest) and 37% are likely to watch live
video on them.
(SOURCE: SYNOVATE)
Singaporeans are fans of convergence, preferring one
device that meets all needs: 9% own a hybrid mobile
phone, such as a PDA.
(SOURCE: TNS/ SYNOVATE)
Singaporeans are spending more time on the mobile
Internet, their average page views per user growing by
143.6% since January 2008.
(SOURCE: OPERA)
Singapore's Top 10 Mobile Sites
1. GOOGLE
2. FACEBOOK
3. YOUTUBE
4. WIKIPEDIA
5. YAHOO
6. FRIENDSTER
7. LIVE
8. MY.OPERA
9. CNN
10. GAMEJUMP
E-COMMERCE
Singaporeans love shopping: 80% of them have shopped
online.
Almost two fifths of them (39%) have bought something
online in the past month.
(SOURCE: PURPLECLICK)
Singaporeans are also amongst the highest online spenders
in Asia, spending on average US$3,480 online over the
period of one year, ahead of Japan, South Korea and Hong
Kong.
(SOURCE: VISA)

Around 10% of Singapore's online users bank over the
Internet.
(SOURCE: ZDNET)
Security is important for Singaporean online shoppers,

with more than three quarters (77%) of them considering
a secure online payment facility the most important factor
when making online purchases.
Singapore's online shopping population is expected to reach
1.8 million by 2010.
The city state's online shopping market is expected to
generate US$6.6 billion in revenues by 2010.
Singaporean online shoppers like to plan their purchases
rather than buy on a whim, with only 10% of them making
frequent opportunistic purchases.
CASE STUDY
Client: Coolserve
Agency: PurpleClick
Campaign: Tactical customer acquisition campaign
Objective: Increase traffic and leads.
Strategy: Kick off Yahoo! Search Engine Marketing (SEM)
in Jan 2008. After its success, PurpleClick was officially
appointed to manage COOLSERVE's Google Adwords
account. For a tactical customer acquisition campaign,
PurpleClick recommended banner ads on Yahoo! pages on
a cost-per-acquisition model, ensuring that COOLSERVE
pays only when user signs up for a free housecall.
Results: Yahoo! SEM: Over 5,000 leads generated in six
months, 20% increase in website hits & 100% increase in
website hits thereafter.
Google SEM: 13,995 leads generated in three months.
Through optimizing campaigns & using the same monthly
budget, cost-per-click of SEM is lowered by 40% & traffic
increased by 40%.
Yahoo! banner ads: More than 95% sales conversion
Increased salesperson productivity from online leads
Lowered operational costs for 24-hour shopfront.
DEMOGRAPHICS
South Korea is one of the most wired countries in the
world: 76.1% of its citizens are online. Of those connected,
97.17% access the Internet from home.
(SOURCE: INTERNET WORLD STATS/ WORLD BROADBAND STATISTICS REPORT)
More than 98% of South Koreans aged between 10 and
40 are Internet users - that's 99.9% of 10-19 year olds,
99.7% of those in their 20s and 98.6% of people in their
30s.
(SOURCE: NIDA)
South Korea had 36.8 million Internet users by the end of
2008, 15.3 million of which were broadband subscribers,
with the addition of 210,000 new subscribers in Q4 alone.
(SOURCE: INTERNET WORLD STATS/ WORLD BROADBAND STATISTICS REPORT)
There were 27.68 million unique online visitors in South
Korea in February 2009.
(SOURCE: COMSCORE)
South Korean spend the longest times online than any
other Asian nation, averaging 1586.5 minutes online during
February 2009.
(SOURCE: COMSCORE)
South Koreans also pay more online visits than anyone else
in the region, the average user going online 48.9 times
during February 2009.
(SOURCE: COMSCORE)

More than three quarters (78.4%) of South Korean Internet
users log on every day.
(SOURCE: NIDA)
South Korean Internet users spend on average 13.7 hours
online a week.
(SOURCE: NIDA)

South Korean Internet Users 2008
% OF USERS
SEX
MALE 81.64%
FEMALE 71.5%
AGE
3-9 82.2%
10S 99.9%
20S 99.7%
30S 98.6%
40S 82%
50S 48.9%
60S+ 19%

OCCUPATION
PROFESSIONALS/MANAGERS 98.7%
OFFICE WORKERS 99.6%
SERVICES/SALES 75.6%
PRODUCTION WORKERS 52.3%
STUDENTS 99.9%
HOUSEWIVES 63.4%

EDUCATION LEVEL (STUDENTS)
ELEMENTARY SCHOOL 99.8%
JUNIOR HIGH SCHOOL 99.9%
HIGH SCHOOL 99.9%
COLLEGE 100%

EDUCATION LEVEL (GRADUATES)
ELEMENTARY AND UNDER 28.4%
JUNIOR HIGH SCHOOL 34%
HIGH SCHOOL 78.2%
COLLEGE AND ABOVE 97.1%
(SOURCE: KCC)
SOUTH KOREA
Gyeongbok Palace (Gyeongbokgung), Seoul
USER BEHAVIOUR
Social networking - and blogs in particular - are no doubt
changing media consumption habits. In South Korea,
leading the world in digital trends, 77% of its online users
read blogs every week compared to just 58% that read the
mainstream press.
(SOURCE: SYNOVATE)
There were an estimated 27.85 million social media users
in South Korea in 2008.
(SOURCE: OGILVYONE)
South Koreans love going to vertical blog forums for
information-gathering and sharing. Portals like Naver (31
million visitors a month) and Daum (29 million visitors a
month) are most popular.
(SOURCE: OGILVYONE)
More than 10.7 million South Koreans visited online gaming
sites in August 2008.
(SOURCE: COMSCORE)
South Koreans are the most enthusiastic online gamers
in the region, visiting gaming sites on average 13 times
a month and staying for more than three hours (189.6
minutes) each time.
(SOURCE: COMSCORE)
In South Korea, 47% of Internet users had illegally
downloaded at least 55 movies a year, or more than one a
week.
(SOURCE: KOREAN FILM COUNCIL SURVEY 2008)
Bucking a global trend, South Koreans purchase digital
music (50%) more than they use PSP sites (45%) to obtain
music.
Online music (63%) accounts for most of South Korea's
digital music revenues - 37% comes from mobile music.
(SOURCE: EMARKETER)
Blogging has captured the imagination of South Koreans
- 84% of online users are blog users, with 99% of online
users in their 20s and 30s checking them out.
(SOURCE: KOREANCLICK/KOREA NATIONAL STATISTICAL OFFICE)
Game portals attract more than 12 million South Koreans
every month.
(SOURCE: PEARL RESEARCH)
What South Koreans Do Online
ACTIVITY (% OF USERS)
LEISURE ACTIVITIES (MUSIC, GAME, E-BOOK) 92.9%
GETTING INFORMATION OR DATA 89%
COMMUNICATING (EMAIL/MESSENGER) 85.2%
INTERNET SHOPPING AND SELLING 56.2%
EDUCATION AND LEARNING 55.2%
ONLINE CLUB/COMMUNITY 49.1%
MANAGING HOMEPAGE (INC BLOG) 43.1%
FINANCIAL TRANSACTION 35.4%
ELECTRONIC CIVIL AFFAIRS 10.4%
SOFTWARE DOWNLOAD/UPGRADE 9.3%
JOB SEARCH (ONLINE RESUME/JOB APPLICATION) 3.9%
(SOURCE: KCC; MULTIPLE RESPONSE)
Why South Koreans Use Instant Messenger

REASON (% OF USERS)
CHATTING FOR SOCIALIZING 75.1%
INFORMATION SEARCH 36.4%
SENDING/RECEIVING EMAILS 36.1%
VISTING BLOG/MINIHOMPY 35.1%
SENDING SMS 33.3%
FILE TRANSFER 25.5%
CHATTING FOR WORK 21.3%
SHOPPING 18.1%
NEWS ARTICLE 17.9%
GAME/FORTUNE TELLING ETC 16.4%
FINANCIAL SERVICES (BANKING/SECURITIES) 7.5%
(SOURCE: KCC; MULTIPLE RESPONSE)
Why South Koreans Read Blogs
REASON (% OF USERS)
PURPOSE OF USING BLOG SOCIALISING 64.2%
GETTING ON PERSONAL INTERESTS (HOBBY/LEISURE) 40.3%
WATCHING INTERESTING TEXT/PHOTO/VIDEO) 38.7%
GETTING DAILY INFORMATION 36.6%
GETTING SCHOOL/WORK RELATED INFORMATION 23.7%
FINDING OUT THE BLOG OWNER 8.1%
EXPRESSING/SHARING OPINION ON CURRENT ISSUES 7.6%
SHOPPING/SEARCHING FOR PRODUCTS/INFORMATION 6%
(SOURCE: KCC)
Why South Koreans Blog
PURPOSE OF HAVING BLOG % OF BLOGGERS
SOCIALISING 60.3%
RECORDING DAILY LIFE 49.8%
HOBBY/LEISURE OR SHARING PERSONAL INTERESTS 32.6%
UPLOADING INTERESTING TEXT/PHOTO/VIDEO 27.1%
SHARING WORK/SCHOOL RELATED INFORMATION 25.2%
SHARING DAILY INFORMATION 18.2%
SELF-EXPRESSION OR PR 10%
EXPRESSING OR SHARING OPINION ON CURRENT ISSUES 2.9%
ECONOMIC ACTIVITIES 0.5%
(SOURCE: KCC)
ONLINE ADVERTISING
South Korea's online advertising market was worth US$10
billion in 2007.
(SOURCE: ZENITH OPTIMEDIA)
Despite the high numbers, South Korea's online ad spend
actually dropped 20% end of 2008.
The Internet is expected to attract 10% of South Korea's
total ad spend by this year.
South Korea's Top 10 Sites
NHN 21,972 79.4% 6,159
LYCOS SITES 20,109 72.6% 3,100
SK GROUP 17,338 62.6% 1,100
CYWORLD 16,567 59.8% 4,992
GRETECH 13,570 49.0% 1,029
KT GROUP 11,792 42.6% 368
YAHOO! SITES 10,414 37.6% 1,249
JMNET (JOONGANG MEDIA NETWORK) 9,497 34.3% 61
EBAY 9,385 33.9% 331
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT HOME/WORK
LOCATIONS)
South Korea's Top Online Gaming Sites
SITE % REACH
NETMARBLE 13.6%
NEXON 13.2%
HANGAME.COM 12.8%
BUDDY GAME 2.6%
TRAVIAN GAMES 2.4%
LOCATIONS)
South Korea's Top Online Retail Sites

SITE % REACH
GMARKET.CO.KR 49.9%
NAVER.COM SHOPPING 47.9%
SAMSUNG GROUP 37.9%
11ST.CO.KR 31.7%
INTERPARK 28.8%
SHINSEGAE.COM 25.6%
ALADDIN.CO.KR 25.3%
GSESHOP.CO.KR 20.6%
LOTTEIMALL.COM 19.1%
LOTTE.COM 18.5%
South Korea's Top Entertainment Sites
SITE % REACH
GOMTV.COM 66.1%
PANDORA.TV 54.5%
TAGSTORY.COM 45.4%
SBS (SEOUL BROADCASTING SYSTEM) 40.3%
KBS (KOREAN BROADCASTING SYSTEM) 39.7%
CBS.CO.KR 39.5%
NAVER.COM MOVIE 37.4%
MBC (MUNHWA BROADCASTING CORP.) 37.0%
NAVER.COM VIDEO 35.6%
NOWCOM 31.7%
South Korea's Top News Media Sites
DOMAIN UNIQUE VISITOR (000) REACH (%)
JOINS.COM 17,382 53.8%
CHOSUN.COM 16,714 51.74%
HANKOOKI.COM 15,226 47.13%
MT.CO.KR 13,665 42.3%
SBS.CO.KR 13,148 40.7%
(SOURCE: KOREANCLICK; APRIL 2009)
South Korea's Top Auction/Shopping Sites
DOMAIN UNIQUE VISITOR (000) REACH (%)
AUCTION.CO.KR 17,999 55.71%
GMARKET.CO.KR 17,942 55.54%
11ST.CO.KR 11,595 35.89%
INTERPARK.COM 11,506 35.62%
GSESHOP.CO.KR 8,648 26.77%
(SOURCE: KOREANCLICK; APRIL 2009)
MOBILE
There are about 46 million mobile subscribers in the
country.
(SOURCE: ITU)
South Korea's estimated mobile penetration rate in 2008
was 93.4% and is forecast to reach 96% in 2009.
(SOURCE: RESEARCH ON ASIA)
Around 51% of South Korean mobile users go online via
their devices.
(SOURCE: JP MORGAN)
It is estimated that mobile ad spend in South Korea will
reach US$684 million by 2012.
(SOURCE: BTRAX)
South Koreans use their mobile phones mostly for making
phone calls (45%) and texting (45%); both MMS (5%) and
Internet access (5%) on mobile phones have yet to take
off in the country however.
Having said that, the South Koreans are always open to
using new technology on their mobile phones. About 18%
have used the mobile search function on their phones
and about 38% have used them for creating pictures and
videos.
South Korea is the second biggest market behind Japan for
electronic payments via mobile, with 19% having used their
phones for this purpose.
Other sources put that figure much higher, as many as
63% of South Korean mobile users could be using their
devices as payment mechanisms.
(SOURCE: 24/7 REAL MEDIA
Wealthy South Koreans use their mobile phones for
more than just making calls. One survey revealed 54%
used them to receive sports results and sports-related
information, 50% would watch live TV on them, 20%
enjoyed making video clips on them.
(SOURCE: SYNOVATE)
More than a quarter (25.3%) of the region's mobile gamers
live in South Korea.
(SOURCE: IDC)
Mobile TV has been embraced by the South Koreans, with
30% of mobile users having access to the service.
(SOURCE: OPEN WEB ASIA)
South Korean Mobile Internet Users 2008
% OF USERS
SEX
MALE 52.4%
FEMALE 48.6%
AGE
12-19 78.4%
20S 81.8%
30S 52.6%
40S 31.1%
50S 12.9%

OCCUPATION
PROFESSIONALS/MANAGERS 50.2%
OFFICE WORKERS 66%
SERVICES/SALES 42.6%
PRODUCTION WORKERS 36.8%
STUDENTS 81%
HOUSEWIVES 34.5%
EDUCATION LEVEL (STUDENTS)
ELEMENTARY/JUNIOR HIGH 72.3%
HIGH SCHOOL 83.5%
COLLEGE 86%
EDUCATION LEVEL (GRADUATES)
HIGH SCHOOL OR UNDER 35.4%
COLLEGE AND ABOVE 58%
(SOURCE: NIDA)
How South Koreans Use the Mobile Internet
ACTIVITY 2G SUBSCRIBERS 3G SUBSCRIBERS
(% OF USERS) (% OF USERS)
DOWNLOADING RINGTONES/WALLPAPERS 88.2% 89.7%
MMS 73.8% 69.4%
LISTENING TO/DOWNLOADING MUSIC (MP3) 56.6% 63%
MOBILE GAME 34% 43.5%
INFORMATION SEARCH 30.7% 30.2%
EMAILS 14.9% 15.5%
INFORMATION ON DAILY LIFE 8% 13.2%
ENTERTAINMENT/SPORTS 7.8% 9.4%
BLOG/MINIHOMPY 7.5% 12.6%
NEWS 6.3% 9.8%
MOBILE BANKING 5.2% 7.8%
CHATTING/MESSENGER 5% 8.4%
WATCHING/DOWNLOADING TV PROGRAMMES 4.8% 8.6%
MOBILE COUPON 3.4% 4.2%
FINDING FRIENDS SERVICES 3% 5.6%
NAVIGATION 3% 5.4%
MOBILE SHOPPING 2.4% 4.8%
(SOURCE: NIDA)
Why South Koreans Use the Mobile Internet
REASON (% OF TOTAL USERS)
AVAILABILITY OF INTERNET ACCESS ANYWHERE 77.1%
IMMEDIATE ACCESS TO INTERNET WHEN NEEDED 63.4%
RELIEVE BOREDOM DURING SPARE TIME 53.9%
USE SERVICES OF CONTENTS AVAILABLE ONLY IN THE MOBILE PHONE INTERNET 42.9%
OUT OF CURIOSITY ABOUT NEW SERVICE OR TECHNOLOGY 29.1%
NEEDED FOR STUDY OR WORK 9%
UNAVAILABILITY OF WIRED INTERNET 6.6%
(SOURCE: NIDA)
How Long South Koreans Spend on
the Mobile Internet
2G SUBSCRIBERS 3G SUBSCRIBERS
(% OF USERS) (% OF USERS)
FREQUENCY PER WEEK
LESS THAN 1 TIME 43.2% 36.9%
1-2 TIMES 18% 17.6%
2-5 TIMES 29.9% 30.8%
5-10 TIMES 5.9% 8.7%
10 TIMES AND OVER 3% 5.9%
LENGTH LESS THAN 3 MINUTES 13.6% 11.9%
3-5 MINUTES 16.9% 20.2%
5-10 MINUTES 35.1% 29.6%
10-20 MINUTES 27.3% 25.8%
20 MINUTES AND OVER 7.1% 12.5%
(SOURCE: NIDA)
E-COMMERCE
The online retail shopping market is expected to generate
US$114.7 billion in revenues in 2010.
South Koreans love to shop online. Among those who have
Internet access, 99.9% have used it to buy something -
the highest online shopping penetration rate in the world.
(SOURCE: BTRAX)
South Korean shoppers spent US$707.50 on average online
over a three month period in 2008.
While virtually all online South Koreans shop online, they
are not ones to buy things on impulse, with just 10% of
the online population making impulse purchases.
South Korea's Cyworld is the world's second largest music
and video retailer after iTunes.
(SOURCE: OGILVYONE)
South Korea's online music download market has grown
to such an extent that now more music is sold online than
traditional offline channels.
(SOURCE: OPEN WEB ASIA)
More than 50% of South Koreans use online banking.
(SOURCE: 24/7 REAL MEDIA)
More than two thirds (67%) of South Korean online users
in their 20s have paid for digital content. Of those, 91%
bought music and 39% bought community or avatar items.
(SOURCE: RESEARCH AND MARKETS)
The country's online games market will generate US$1.7
billion in 2009.
(SOURCE: PEARL RESEARCH)
South Korean Online Shoppers

% OF USERS WHO SHOP ONLINE
SEX
MALE 54.1%
FEMALE 68.2%
AGE
12-19 61%
20S 87.3%
30S 72.4%
40S 41.7%
50S 27%
60S+ 13.9%
(SOURCE: KCC)
What South Koreans Buy Online
ITEM % OF USERS WHO SHOP ONLINE
CLOTHING/FOOTWEAR/SPORTING GOODS 66.8%
MUSIC PRODUCTS 49.5%
COSMETICS/ACCESSORIES 32.7%
BOOKS/MAGAZINES/NEWSPAPERS 32.2%
BOOKINGS/RESERVATIONS 27%
MOVIES/TV PROGRAMMES/IMAGES 24.3%
COMPUTER/VIDEO GAMES 19.8%
COMPUTER SOFTWARE 16.3%
HOME APPLIANCES/ELECTRONICS 15.2%
FOOD/GROCERIES 12.9%
COMPUTER EQUIPMENT/PARTS 11.9%
TODDLER/CHILDREN PRODUCTS 9.8%
TRAVEL PRODUCTS 8.5%
FINANCIAL SERVICES 6.5%
AUTOMOBILE PRODUCTS 5%
PHOTOGRAPHIC/TELECOMMUNICATIONS/OPTICAL EQUIPMENT 3.9%
IT/TELECOMMUNICATIONS SERVICES 1.7%
(SOURCE: KCC)
CASE STUDY
Client: Canon
Agency: eMFORCE
Campaign: Canon
EOS 400D Launch
Objective: Drive
traffic to launch site
of Canon EOS 400D
digital camera and
build potential buyer
database.
Strategy: Use an
existing TVC as
effectively as possible.
Create interest among
25 to 34 year-olds.
Details: Expandable banners featuring the TVC ran on
Windows Live Hotmail. The banners were backed by text
ads and a half banner on Windows Live Messenger, and
premium text ads, box banners on the MSN homepage.
A competition on the launch site to win a camera asked
viewers to guess the identities of 13 silhouettes of
national celebrities who appeared in the TVC. Another
key placement of the campaign included the MSN User
Created Content (UCC) Channel. Users posted comments
on the identity of celebrities, which developed into a virtual
community of interested participants.
Results: Delivered more than 73 million impressions.
Returned a value per click of US$0.19, a three-fold
improvement on the average online campaign.
Encouraged more than 177,000 clickthroughs from the
clip.
Elicited more than 7,500 views of the TVC.

DEMOGRAPHICS
Taiwan has a 68.94% Internet penetration rate.
(SOURCE: TWNIC)
The number of Taiwan online users has now reached 15.8
million.
(SOURCE: TWNIC/ FIND)
By 2013 it estimated that there will be 14.47 million
broadband subscribers in Taiwan.
(SOURCE: MINDBRANCH)
The Taiwanese Internet population is quite young: 96.95%
of them are 16 to 20 years old; 90% are between the ages
12 and 35; those above 56 only account for 17.89% of
users.
(SOURCE: TWNIC)
Taiwan had 11.2 million unique online visitors in February
2009. On average they each spent 974.4 minutes online
that month, making an average number of 32.1 visits per
person.
(SOURCE: COMSCORE)
Taiwan's Internet Users 2008
(000) % OF USERS
SEX
MALE 5,341 53.3%
FEMALE 4,672 46.7%
AGE
12-19 2,339 23.4%
20-29 3,194 31.9%
30-39 2,428 24.3%
40-49 1,419 14.2%

50-65 633 6.3%
HOUSEHOLD INCOME
UNDER NT$20,000 263 2.6%
NT$20,000-NT$29,999 458 4.6%
NT$30,000-NT$39,999 821 8.2%
NT$40,000-NT$49,999 992 9.9%
NT$50,000-NT$59,999 1095 10.9%
NT$60,000-NT$69,999 950 9.5%
NT$70,000-NT$79,999 859 8.6%
NT$80,000-NT$89,999 675 6.7%
NT$90,000-NT$99,999 362 3.6%
NT$100,000-NT$109,999 701 7%
NT$110,000 OR ABOVE 755 7.5%
REFUSED/ DON'T KNOW 2,081 20.8%
(SOURCE : NIELSEN MEDIA INDEX TAIWAN)
USER BEHAVIOUR
Blogging has become mainstream in Taiwan: 86.6% are
reported to have a read a blog, and 70.9% have created a
blog themselves.
(SOURCE: OGILVY)
Taiwan is a nation of active social networkers, with an
estimated 12.32 million social media users in the country.
(SOURCE: OGILVYONE)
Of Taiwan's social media users, nearly two thirds (63.1%)
maintain their own social networking site. Top social
media activities include uploading photos (69% of users),
watching videos (89.25%) and downloading podcasts
(33%).
(SOURCE: OGILVYONE)
TAIWAN
Taipei 101 from street level
The Taiwanese are the second most enthusiastic online
gamers in the region, visiting gaming sites 15.5 times a
month and staying for an average of 151 minutes.
(SOURCE: COMSCORE)
What the Taiwanese Do Online
ACTIVITY (000) % OF USERS
EMAIL 8,130 46.4%
INSTANT MESSENGER 6,453 36.8%
VOICE OVER IP 779 4.4%
ONLINE SHOPPING 4,746 27.1%
ORDERING TICKETS 1,501 8.6%
AUCTION 4,388 25%
MMPOG 2,391 13.6%
ONLINE LEISURE GAME 3,650 20.8%
DOWNLOADING SOFTWARE 2,375 13.5%
DOWNLOADING MP3/MUSIC/VIDEO 3,288 18.8%
DOWNLOADING MOBILE GRAPHICS/RINGTONES 722 4.1%
INTERNET BANK/CREDIT CARD SERVICE 619 3.5%
INTERNET BROKER SERVICE 1,535 8.8%
SENDING MESSAGE TO MOBILE PHONE 414 2.4%
CHAT ROOM/MATING/MAKING FRIENDS 3,180 18.1%
BBS/ FORUM/COMMUNITY 3,080 17.6%
READING NEWS 6,745 38.5%
READING MAGAZINES 629 3.6%
SEEING MOVIES 1,651 9.4%
WATCHING WEB TV 335 1.9%
LISTENING TO ONLINE RADIO 401 2.3%
LISTENING TO ONLINE MUSIC 2,832 16.2%
SEARCHING STAFF/JOB 807 4.6%
E-CARD 272 1.6%
CREATING BLOGS/ALBUMS/UPLOADING VIDEOS 2,380 13.6%
BROWSING BLOGS/ALBUMS/ VIDEOS 5,668 32.3%
FORTUNE/HOROSCOPE/MENTAL TEST 2,260 12.9%
E-GOVERNMENT SERVICE 572 3.3%
SEARCHING OR COLLECTING INFORMATION 10,019 57.2%
SUBSCRIBING E-PAPER 348 2%
BROWSING 4,374 24.9%
READING NOVELS/COMIC BOOKS 1,275 7.3%
OTHER 19 0.1%
(SOURCE : NIELSEN MEDIA INDEX TAIWAN)
ONLINE ADVERTISING
Taiwan is the third largest online advertising market in the
region with annual sales averaging $1.1 billion.
(SOURCE: BTRAX)
The Internet is expected to attract 10% of Taiwan's ad
spend by the end of the year.
A total of 13,918 online ad banners were run by 1,144
advertisers in a total of 5,649 campaigns in Taiwan the
second quarter of 2008.
(SOURCE: THE NIELSEN COMPANY/ BRAND REPUBLIC)
Viral marketing techniques seem to work well in Taiwan.
Nearly four-fifths (79%) of Taiwanese online users have
received a viral message at some point and nearly half
(49%) of them have passed it on.
(SOURCE: TNS/MEDIA)
Top 20 Advertisers Using Digital Media in Taiwan
7-11 76%
MCDONALD'S 75%
COCA COLA 65%
NIKE 63%
KFC 63%
NOKIA 62%
CHUNGHWA TELECOM 61%
TAIWAN MOBILE 60%
CITIBANK 58%
HEINEKEN 58%
SONY 55%
PIZZA HUT 54%

HSBC 54%
VISA 52%
TOYOTA 51%
VIBO 51%
TSANN KUEN 49%
FAR EASTERN TELECOMMUNICATIONS 46%
LAY'S 46%
MITSUBISHI 46%
MEDIA?)
Taiwan's Top 10 Sites
YAHOO! SITES 9,248 82.6% 2,985
GOOGLE SITES 6,288 56.2% 446
PCHOME ONLINE 3,729 33.3% 82
CHUNGHWA TELECOM 3,365 30.1% 81
YAM.COM 3,047 27.2% 74
XUITE.NET 2,520 22.5% 25
PIXNET.NET 2,387 21.3% 19
MYFOXY.NET 2,235 20.0% 15
SINA 2,156 19.3% 44
(SOURCE: COMSCORE MEDIA METRIX; FEBRUARY 2009; AUDIENCE: ALL PERSONS 15+ AT TAIWAN HOME/WORK
LOCATIONS)
Taiwan's Top Online Gaming Sites
SITE % REACH
NEXON 5.3%
YAHOO! GAMES 4.5%
I-GAMER.NET 4.0%
MSN GAMES 2.2%
MINICLIP.COM 1.7%
LOCATIONS)
Taiwan's Top Online Retail Sites
PCHOME SHOPPING 29.5%
BOOKS.COM.TW 28.1%
PAYEASY.COM.TW 15.8%
PCHOME STORE 15.5%
AMAZON SITES 14.6%
MONDAY.COM.TW 10.3%
SHOPPING99.COM 9.8%
SOFTKING.COM.TW 9.4%
Taiwan's Top Entertainment Sites
% REACH
YOUTUBE.COM 47.9%
YAHOO! MOVIES 30.5%
IM.TV 22.3%
PCHOME PHOTO 22.2%
YAHOO! MUSIC 21.3%
PPSTREAM 17.6%
TUDOU SITES 16.8%
SONY ONLINE 15.4%
FUNP.COM 14.9%
Trust in Media Channels in Taiwan
TV ADS 13%
MAGAZINE ADS 12%
NEWSPAPER ADS 12%
RADIO ADS 8%
Taipei 101 from street level
MOBILE
Taiwan's mobile penetration has surpassed 110%.
(SOURCE: BUDDECOMM)
At the end of 2008, Taiwan had more than 25 million
mobile subscribers.
Of Taiwan's mobile population, 10.9 million own 3G devices.
More than two fifths (21.6%) of Taiwan's population over
the age of 12 have used mobile Internet services before,
with another 9.4% accessing the web via their PDAs.
(SOURCE: 2008 DIGITAL DIVIDE SURVEY)
For Taiwanese mobile Internet users, downloading
ringtones (38.36%) and browsing (21.14%) are the most
popular activities.
(SOURCE: OGILVYONE)
One survey revealed that the Taiwanese, aside from using
their mobile phones for chatting and instant messaging
(84%), more than half of the population (53%) would be
interested in watching live video on them.
(SOURCE: SYNOVATE)
Having said that, mobiles phones in Taiwan are still mostly
used for making phone calls (65%). SMS/MMS usage (3%),
and Internet access (2%) on mobile phones have yet to
take off in the country.
Taiwan's mobile sector earned NT$243 billion (US$7.2
billion) in 2008, with improved services and products from
operators. Mobile data services increased to over 20%, up
from only 2% in 2000.
(SOURCE: BUDDECOMM)
The ARPU (average revenue per user) for 3G services,
while dropping, was still 35% higher than for 2G.
(SOURCE: BUDDECOMM)
Taiwan's Mobile Internet Users
AGE % OF AGE GROUP USING MOBILE INTERNET
12-14 23.5%
15-20 43.7%
21-30 58%
31-40 48%
41-50 32.2%
51-60 26.7%
61-64 23.8%
65+ 17.7%
E-COMMERCE
Taiwan's e-commerce market was expected to be worth
NT$243 billion (US$7.29 billion) in 2008, up 32.3% from
2007.
(SOURCE: MARKET INTELLIGENCE CENTER)
Fashion and beauty are the two dominant segments in
Tawain's online shopping market, with compound average
growth rates of 88% (fashion) and 49% (beauty).
(SOURCE: MARKET INTELLIGENCE CENTER)
What the Taiwanese Buy Online
ITEM % OF INTERNET USERS
CLOTHES/ACCESSORIES/COSMETICS/CARE PRODUCTS 60.6%
BOOKS/MAGAZINES 49.7%
RESTAURANTS/PLANE TICKETS/TRAIN/BUS TICKETS, ETC 48.5%
HOUSEHOLD GOODS 36.3%
3C PRODUCTS 32.2%
COMPUTERS/PERIPHERAL PRODUCTS 30.9%
COMPUTER SOFTWARE/UPDATES 26.8%
FILM/MUSIC 18.5%
FOOD 17.5%
EXHIBITION TICKETS 15.3%
FINANCIAL/INSURANCE PRODUCTS 13.9%
NOT SHOPPED IN PAST YEAR 3.2%
VEHICLES/MOTORCYCLE PARTS 0.3%
How Much Taiwanese Online Shoppers Spend
AMOUNT SPENT OVER YEAR % OF INTERNET USERS
LESS THAN NTD 1,000 11.1%
NT$1,001-5,000 35.4%
NT$5,001-10,000 16.7%
NT$10,001-20,000 10.8%
NT$20,001-30,000 6.1%
NT$30,001-50,000 4.5%
NT$50,001-100,000 3.4%
ABOVE NT$100,000 2.6%
HAVE NOT SHOPPED IN PAST YEAR 3.2%
DO NOT REMEMBER CLEARLY 6.2%
CASE STUDY
Client: Intel
Agency: MRM Worldwide - Asia Pacific
Campaign: Intel
Centrino
2 Heart of The Matter

Objective: "Make the processor relevant again."
Strategy: MRM took the non-traditional approach of
creating an online-only feature film called "Heart of the
Matter".
Details: Starring two of Taiwan's biggest stars and
distributed exclusively online, the three-part "webisode"
series managed to engage and entertain our target
audience beyond typical advertising. Viewers were then
invited to enter a competition where they could win a
laptop.
Results: In just over two weeks, in excess of 50 million
ad impressions were served with a substantial click-through
rate.
The film pulled in over 200% higher traffic to the Intel
What's Inside You page located on Intel.com.
During the first two weeks, the videos were viewed by
more than 100,000 people.
The first week alone saw an impressive 239% growth
in Intel Corporate site visits and a 236% increase in page
views.
Over half of all visitors entered the contest, with an
overwhelming 84% getting the correct answer and 90%
submitting their emails to enter.

C
M
Y
CM
MY
CY
CMY
K
Micro_test.pdf 5/13/09 10:53:21 AM
DEMOGRAPHICS
In 2008 there were around 15 million Internet users in
Thailand, out of a total population of 63.39 million, giving
the nation an Internet penetration rate of around 23.7%.
(SOURCE: THE NATION)
Thailand's Internet penetration rate is expected to hit
27.9% by 2010.
Thailand's Internet Users 2008
(000) % OF USERS
SEX
MALE 4,076 49.58%
FEMALE 4,144 50.41%

AGE
12-14 1,125 13.68%
15-19 2,195 26.7%
20-24 1,205 14.66%
25-29 1,168 14.21%
30-34 683 8.31%
35-39 531 6.46%
40-44 417 5.07%
45-49 439 5.34%
50-54 263 3.2%
55-59 132 1.61%
60-64 36 0.44%
65-69 18 0.22%
70+ 7 0.09%
(SOURCE : NIELSEN MEDIA INDEX THAILAND; ALL PERSONS 12+)
Thailand's Online Users, by Income
(000) (% OF USERS)
HOUSEHOLD INCOME LESS THAN THB4,000 452 5.5%
THB4,000-4,999 PER MONTH 283 3.44%
THB5,000-5,999 PER MONTH 356 4.33%
THB6,000-6,999 PER MONTH 302 3.67%
THB7,000-7,999 PER MONTH 158 1.92%

THB8,000-8,999 PER MONTH 279 3.39%
THB9,000-9,999 PER MONTH 159 1.93%
THB10,000-12,499 PER MONTH 456 5.55%
THB12,500-14,999 PER MONTH 317 3.86%
THB15,000-17,499 PER MONTH 545 6.63%
THB17,500-1,999 PER MONTH 239 2.91%
THB20,000-22,499 PER MONTH 625 7.6%
THB22,500-24,999 PER MONTH 158 1.92%
THB25,000-29,999 PER MONTH 439 5.34%
THB30,000-34,999 PER MONTH 840 10.22%
THB35,000-39,999 PER MONTH 227 2.76%
THB40,000-49,999 PER MONTH 557 6.78%
THB50,000-74,999 PER MONTH 1139 13.85%
THB75,000+ PER MONTH 691 8.41%
USER BEHAVIOUR
Windows Live is popular with Thais. Nearly two thirds of
the country's online population use it (nine million users),
spending a cumulative 2.4 billion minutes online on MSN
messenger.
(SOURCE: MICROSOFT)
Thailand had an estimated 10.73 million social media users
in 2008.
(SOURCE: OGILVYONE)
More than half (55.3%) of Thais living in Bangkok go
online to look for news-related content.
(SOURCE: OGILVYONE)
THAILAND
Grand Palace, Bangkok
Blogs are also a significant part of the social media space
in Thailand with 84% of Internet users claiming to write or
participate in a blog.
(SOURCE: OGILVYONE)
Thailand has 2.4 million registered online social networkers,
growing at a rate of 20% per month. Of them, 78% are
aged between 18 and 34.
(SOURCE: OGILVYONE)
How Long Thais go Online
31 MINUTES-LESS THAN 1 HOUR 2,674 30.8%
2 HOURS-LESS THAN 3 HOURS 1,388 15.99%
MORE THAN 7 HOURS 193 2.22%
What Thais do Online
ACTIVITY (000) % OF USERS
EMAIL 6,782 78.12%
INTERNET TELEPHONE 106 1.22%
DOWNLOAD SOFTWARE/FILES 1,723 19.85%
PRODUCT INFO 1,131 13.03%
COMPANY INFO 642 7.4%
PURCHASE PRODUCT 179 2.06%
PERFORM FINANCIAL 234 2.7%
INTERNATIONAL NEWS 1,293 14.89%
LOCAL NEWS 1,702 19.61%
READ E-NEWSPAPER 1,656 19.08%
READ E-MAGAZINE 1,034 11.91%
LISTEN TO MUSIC 3,069 35.35%
WATCH MOVIE/TV PROGRAMME 861 9.92%
PLAY GAMES 2,840 32.72%
NEWS GROUP/BULLETIN BOARDS 316 3.64%
INTERNET RELAY CHAT 1,120 12.9%
VIDEO CONFERENCE 127 1.46%
EDUCATION SERVICES 2,721 31.34%
CLASSIFIED ADS 201 2.32%
AUCTIONS 90 1.04%
SMS 310 3.57%
TV ON DEMAND-DRAMA 262 3.02%
TV ON DEMAND-MUSIC 227 2.61%
FOR CHAT (MSN/YAHOO/SKYPE) 1,686 19.42%
OTHER 2 0.02%
ONLINE ADVERTISING
Online advertising is still in its infancy in Thailand,
accounting for just 1.1% of the total 92 billion baht (US$2.56
billion) ad market.
(SOURCE: 2008 MEDIA OUTLOOK/ GROUP M)
Despite the low numbers, Thai businesses do believe in
the Internet's advertising potential. In one survey, 61%
of them thought the Internet was worth considering for
their marketing needs. This sentiment is shared by both
big-sized firms (501-1000+ employees) and medium-sized
enterprises (50-500 employees).
(SOURCE: OGILVYONE/MSN/ BRAND AGE)
Thailand's overall online advertising expenditure is expected
to increase to 5% of total ad spend this year.
(SOURCE: MICROSOFT)
Online display ad spend in Thailand came to an estimated

US$8.77 million in 2008 and is expected to reach US$12.65
million this year. Search advertising spend meanwhile came
to just US$1.88 million last year, but is estimated it will
reach US$5.97 in 2009.
The online advertising market is still young but growing in
Thailand. Display advertising spend is expected to reach
US$15.94 million by 2010, while search advertising spend
is expected to more than double from 2009 to reach
US$11.63 million.
Viral marketing is a relatively safe bet in Thailand, with
84% of online users having received one at some point and
more than half of them (54%) passing it on. Those most
likely to forward viral messages are aged between 30 and
34, 86% of them having received one at some point, with
nearly two thirds of them (63%) having passed it on.
(SOURCE: TNS/MEDIA)
Top 20 Advertisers Using Digital Media in Thailand
NOKIA (THAILAND) 90%
SONY (THAILAND) 78%
TOYOTA MOTOR THAILAND 73%
THAI SAMSUNG ELECTRONICS 73%
A.P. HONDA 72%
PEPSI COLA (THAI) TRADING/SERMSUK 71%
KFC 71%
NIKE 71%
COCA COLA (THAILAND) 68%
CANON 68%
SIAM COMMERCIAL BANK 67%
PIZZA HUT 65%
KASIKORN BANK 63%
LAY'S 63%
VISA 62%
HEINEKEN 60%
CITIBANK 60%
MCDONALD'S 59%
DUTCH MILL (THAILAND) 58%
ADIDAS 58%
MEDIA?)
Trust in Media Channels in Thailand
TV ADS 29%
MAGAZINE ADS 22%
NEWSPAPER ADS 19%
RADIO ADS 12%
Grand Palace, Bangkok
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WARC OnlineA4Advert 22-04-09.indd 1 22.04.09 15:24:52
MOBILE
Thailand has had nearly 9 million new mobile connections
over the last year giving it a total of 61.9 million
subscribers.
(SOURCE: ITU)
Mobile penetration rates in Thailand are high at 82%.
(SOURCE: OGILVYONE)
The Thai youth love talking on their phones, accounting for
70% of mobile usage.
(SOURCE: OGILVYONE)
The Thais have embraced mobile technology with open
arms. According to one survey, 57% of elite Thais said that
they had used their mobile devices to watch live TV, while
18% enjoyed making video clips with them.
(SOURCE: SYNOVATE)
Thailand is in the top 10 countries in the world for data
usage on mobile phones through General Packet Radio
Services (GPRS) connections.
(SOURCE: MICROSOFT)
Bangkok has the greatest density of users of both
computers (40.2%) and the Internet (29.9%) in Thailand.
(SOURCE: MICT)
Mobile Internet in Thailand - a market worth US$798
million - continues to develop with the service now
available in main cities. Non-voice communications is set to
expand by 40% this year.
(SOURCE: OGILVYONE)
Thailand's mobile Internet population has grown by 116.3%
since January 2008.
(SOURCE: OPERA)
Thai mobile Internet users are spending more time on
mobile sites, their number of page views increasing by
217.9% since January 2008. Thai mobile Internet users
currently average 164 page views per visitor.
(SOURCE: OPERA)
Thailand's Top 10 Mobile Sites
1. HI5
2. GOOGLE
3. GAMEJUMP
4. LIVE
5. MANAGER
6. MY.OPERA
7. PANTIP
8. LIVESCORE
9. YOUTUBE
10. BLOGGANG
E-COMMERCE
Thailand has one of the lowest online shopping penetration
rates in the region, with 43% of the online population
showing a likelihood of making online purchases.
By 2010, Thailand's online shopping penetration rate should

reach 57.5%, representing 10.5 million people.
The Thais are the "least active" online shoppers in the
region, on average only making online purchases 1.8 times
in a three month period.
Thais spend the least amount on online purchases too,
compared to their Asian peers, totalling US$406.30 on
online shopping in a three month period.
Security could be the reason Thais are reticient about
shopping online - three quarters of them said they are
reluctant to shop online because they fear making online
transactions are unsafe.
Thailand's online shopping market should generate US$20.
billion by 2010, up from US$5.9 billion in 2007.
CASE STUDY
Client: Advanced Info Service (AIS)
Agency: Impaq Interactive
Campaign: MSN Campaign
Objective: Boost brand awareness and promote a new
bundled mobile phone solution to young business users.
Strategy: Generate interest among affluent Thais aged 25
years and older. Boost brand awareness among business
professionals. Drive potential customers to a promotional
microsite.
Details: AIS had used banner advertising in the past to
attract a wide audience. But with a specific demographic
in mind, a new approach was called for. At this point,
Microsoft Advertising entered the conversation. Already one
of the top ten sites in Thailand, MSN was a great location
for engaging tech-savvy Thais. Ads on the MSN homepage
directed traffic to a specially built Smart Solutions microsite,
packed with details of products and services and offering
a hotline for purchase enquiries. To maximise traffic,
supporting banners also ran on Windows Live Hotmail, and
Windows Live Messenger.
Results: The campaign generated 39 million impressions.
Registered more than 194,000 leads.
Boosted sales by 80%.
Drove down cost per lead by 66%.
Created strong brand awareness.

DEMOGRAPHICS
Vietnam has about 20.8 million Internet users.
By 2010 the country's online population is predicted to
have grown to 30 million people.
(SOURCE: SAIGON TIMES/YAHOO!)
More than 20% of the population living in major cities is
now online.
(SOURCE:TNS)
Vietnam's urban home Internet penetration rate was 34%
in 2008.
(SOURCE: TNS)
Vietnamese Internet users are fairly experienced too: seven
in every ten Vietnamese Internet users have been online
for more than three years.
(SOURCE: OGILVYONE)
Four in ten Vietnamese now go online every week. The
younger population makes up much of the numbers - eight
out of ten 15-24 year olds access the Internet weekly.
(SOURCE: INTELLASIA)
On average, Internet users in Vietnam spend between 2.5
and three hours per session.

While broadband services in Vietnam are still in their
early stages (7% penetration), the number of broadband
subscribers rose by 49% in the first 10 months of 2008 to
reach 1.9 million users.
(SOURCE: OGILVYONE/ MIC)
By the end of 2008 Vietnam was predicted to have two
million broadband subscribers.
(SOURCE: INTELLASIA
The Vietnam Post and Telecommunications Group (VNPT) is
set to spend US$1 billion in 2009 to develop its broadband
networks and expand its international bandwidth.
It is estimated that one in every three Vietnamese will be
online by 2012.
(SOURCE: OGILVYONE)
Out of 2.1 million ADSL Internet subscribers in Vietnam,
VNPT has 60% market share at 1.3 million customers,
while Viettel services 700,000 customers and FPT 600,000
subscribers; the rest are Netnam, SPT and EVN Telecom
subscribers.
By 2013 Vietnam is predicted to have 47 million Internet
users.
(SOURCE: VINAGAME)
VIETNAM
Rice fields on Cat Ba Island in Halong Bay, northern Vietnam
USER BEHAVIOUR
As Vietnam has only had Internet access since 1997,
coupled with the fact that the local population is very
young, there is a huge demand for trial and exploration
online. Teen-oriented websites in Vietnam get anywhere
from a few hundred thousand to a few million page views
a month. As a result, Internet usage in Vietnam has been
growing steadily at a rate of 30% a year on average.
(SOURCE: OGILVYONE)
In 2008 there was estimated to be as many as 16.12
million social media users in Vietnam.
(SOURCE: OGILVYONE)
Social networking is a favourite pastime amongst
Vietnamese online users. Nearly three quarters (72%) of
18 to 30 year olds, and 43% of the older population use
social networking sites to interact with their friends and
family.
(SOURCE: OGILVYONE)
Gaming is another trend taking over Vietnam. There are
various estimates of the number of online gamers in the
country, with some indicating that more than half (57%)
of the youth in urban cities are actively playing games on
sites like vinagame.vn.
(SOURCE: OGILVYONE)
News sites such as 24H.com.vn, dantri.com.vn, vnexpress.
net and vietnamnet.vn account for 6/10 of the most visited
destinations for Vietnamese Internet users.
(SOURCE: OGILVYONE)
Vietnamese Internet users are fans of video-sharing sites
such as Clip.vn and YouTube and ones that offer musical
search like Zing, Baamboo, and 7 sac.
(SOURCE: OGILVYONE)
By June 2008, Clip.vn had more than 1 million subscribers
and with an average of 100,000 hits per day, and over
1,500 videos uploaded daily.
(SOURCE: DIGITAL MEDIA ACROSS ASIA)
Blogging is taking hold in Vietnam - now more than half
(55%) of online users aged between 15 and 25 have their
own blogs.
Nearly 90% of Vietnamese online users living in the
country's biggest cities have read news on the Internet
and 82% have used search engines. Nearly three quarters
of them (73%) have used chat while more than two thirds
(67%) of them have listened to music or downloaded
music.
(SOURCE: VIETNAMNET/ICTNEWS/YAHOO!/TNS)
What the Vietnamese do Online: 2008
ACTIVITY % OF ONLINE USERS
NEWS 89%
SEARCH 82%
INSTANT MESSAGE 73%
MUSIC/VIDEO DOWNLOAD 67%
EMAIL 58%
COMMUNITY WEBSITES 50%

GAME ONLINE 46%
TV/VIDEO ONLINE 43%
BLOG SURFING 38%
PICTURE DOWNLOAD/UPLOAD 30%
SMS 29%
CHAT ROOM 27%
COMPOSE BLOG 26%
WEBCAM 21%
FORUMS 20%
INTERNET PHONE/VOIP 14%
SHOP ONLINE 4%
E-BANKING 3%
(SOURCE: YAHOO!/TNS; PAST MONTH INTERNET USERS AGED 15+)
ONLINE ADVERTISING
Vietnam's online advertising market is variously estimated
to be valued at anywhere from US$2.3 million to $8 million.
(SOURCE: YAHOO!)
It is estimated that Vietnam's ad and Internet market will
be generating US$31 million in revenues by 2010 (up from
US$10 million in 2007).
(SOURCE: MARKETING INTERACTIVE/VIETNAM ADVERTISING ASSOCIATION)
By 2014 the online advertising market could be generating
as much as US$75 million and will represent 9% of total ad
spend in the country.
(SOURCE: VINAGAME)
Paid search advertising is predicted to generate US$35
million in revenues by 2014.
(SOURCE: VINAGAME)
It is expected that Vietnam, Indonesia and the Philippines
will be driving 90% of the Internet ad growth in the South
east Asia region in the next five years.
Vietnam's online display advertising spend stood at US$2.31
million in 2008 and is projected to reach US$4.186 million
in 2009. By 2010 display advertising spend is expected to
come to US$6.4 million.
Search advertising spend in Vietnam was just US$495,000
in 2008 and is expected to reach US$897,000. By 2010
the search market is expected to be generating US$1.37
million.
MOBILE
Vietnam had 30 million new mobile connections in Q42008,
representing a total of 67.2 million subscribers - the
region's seventh largest.
(SOURCE: ITU)
Over 80 million mobile subscribers in Vietnam are
subscribed to Viettel (26 million) and VNPT's two
subsidiaries, MobiFone (26 million) and VinaPhone
(20 million).
Rice fields on Cat Ba Island in Halong Bay, northern Vietnam

Mobile penetration in Vietnam is predicted to grow by
270% to reach 46 million mobile users by 2010.
(SOURCE: OGILVYONE)
Vietnam's growing youth population with high disposable
incomes has been driving much of the demand for mobile
services in the country. The country's mobile subscriber
base has about 800,000 new additions each month.
The strong take-up of fixed lines is mainly due to reduction
in tariffs introduced in the country in June 2007. As of the
end of September 2008, there were about 13 million fixed-
lines in Vietnam, reflecting a growth rate of 17.1% from
the previous year.
(SOURCE: MIC)
Vietnam's mobile Internet population has grown by 303.2%
since January 2008.
(SOURCE: OPERA)
Vietnam's current mobile Internet users are becoming more
active too, with the number of page views increasing by
405.2% since January 2008.
(SOURCE: OPERA)
Mobile Internet users in Vietnam average 104 page views
per visitor.
(SOURCE: OPE RA)
There is a marked difference between mobile penetration
rates in urban and rural Vietnam - 84% of urban dwellers
have mobile phones, while only 33% of rural inhabitants
do.
(SOURCE: TNS)
Vietnam's Top 10 Mobile Sites
1. GOOGLE
2. DANTRI
3. VNEXPRESS
4. MY.OPERA
5. YAHOO
6. GAMEJUMP
7. VIETNAMNET
8. TRUYENVIET
9. THEGIOIDIDONG
10. TUOITRE
E-COMMERCE
Vietnam's online retail market is blossoming, with e-stores
now selling everything from motorbikes and mobile
phones to luggage and camping equipment. E-commerce
models like B2B (business to business), B2C (business to
customers), and C2C (customers to customers) are most
popular.
(SOURCE: VIETNAM BUSINESS NEWS/ VIETNAM NET BRIDGE)
Vietnam's answer to 123buy - 123mua.com.vn - has about
15,000 e-stores, each stocking more than 100 products.
(SOURCE: VIETNAM BUSINESS NEWS)
In one survey that polled 1600 companies in Vietnam,
75% said that they generated more than 5% of their total
revenue from e-commerce.
(SOURCE: VIETNAM MINISTRY OF INDUSTRY AND TRADE)
Only 4% of Vietnamese online users in the country's key

cities have banked or shopped online.
(SOURCE: VIETNAMNET/ICTNEWS/YAHOO!/TNS)
CASE STUDY
Client: Unilever Vietnam
Agency: WHO? Digital (with MindShare & JWT)
Campaign: Life Can't Wait (Sunsilk)
Objective: Develop a digitally-led activation campaign that
would invoke consumer engagement and participation with
Sunsilk's global re-branding initiative; "Life Can't Wait";
a campaign that aimed to convince women around the
world to find inspiration from the real life "Life Can't Wait"
moments of famous icons, Madonna, Marilyn Monroe and
local singer, Ho Ngoc Ha.
Strategy: A natural continuation of the "Icons" brand
campaign, the digital activation inspired 20-something girls
to come online and "Iconise" themselves by creating their
own "Life Can't Wait" Billboard. This was the first phase in
a nationwide search for Vietnam's next inspiring icon.
Details: Using a custom-built "Iconise Me!" application,
users created their billboard by uploading a photo of their
face, which was then transformed into an illustration.
Next, they chose
their ideal hairstyle,
expressed their Life
Can't Wait philosophy
in the form of a
headline, added their
photos and chose
their colours. The
result was a custom-
made poster that
resembled the poster
artwork from the ATL
campaign. Posters
were displayed in an online gallery on the site, and also
pulled to 3rd party sites as banner ads (media managed
by MindShare) to create deeper engagement and heighten
the sense of immediacy. Eight weekly finalists were chosen
and their Life Can't Wait story was embellished in the form
of a radio show (conceptualised by JWT). At the end of
the eight-week entry phase, the girls were flown to HCMC
to create their own TVC to complete their Life Can't Wait
campaign. In the final phase of entry, the three elements
(Billboard, TVC and Radio) came together on a blog page
for each of the finalists, and the public was invited to come
online and become a fan. Message boards and session-
based chat boxes enabled the finalists to converse with
their fan base in real time. The winning finalist (collectively
selected by the public and by Sunsilk) spent an indulgent
PR day with Ho Ngoc Ha.
Results: Over a quarter of a million people visited the
website during the campaign period.
Over 4,000 hopefuls registered to become an icon.
More than 9,500 people became a fan of the icons in the
final phase.
A substantial amount of online PR and word of mouth.

PATRONS
ADMA Membership Directory
Aha! Research
www.aharesearch.com
Tel: +852 3105 0313
Main Representative: Peter Steyn, Managing Director
Aha! Research is an independent full-service online market research
company delivering leading-edge solutions to our clients around the world.
We have extensive industry experience and apply the latest research
techniques and technology. Our data collection is primarily through online
consumer panels as well as via client provided email lists, and web-based
surveys. Aha! Research is a member, and follows the 'codes of ethical
practice' and professional standards, of the European Society for Opinion
and Marketing Research (ESOMAR) - a world body of market research
professionals and organisations.

DoubleClick International Asia
www.doubleclick.net
Tel: +852 3760 1888
Main Representative: Jayne Leung, Regional Director, Asia
Nicole Chou, Business Development Director, Asia
Cindy Burke, Account Director, Asia
Andrew Wong, Rich Media Sales Manager, APAC
DoubleClick is a premier provider of digital marketing technology and
services. The world's top marketers, publishers and agencies utilise
DoubleClick's expertise in ad serving, rich media, video, mobile, search and
affiliate marketing to help them make the most of the digital medium. From
its position at the nerve centre of digital marketing, DoubleClick provides
superior insights and insider knowledge to its customers.

Epsilon International
www.epsilon.com/international
Tel: +852 3589 6300
Main Representative: Dominic Powers, Senior Vice President, Asia Pacific
Adrian Hoon, Vice President, Asia
Cynthia Richmond, Vice President, Australia & New Zealand
Tony Cheung, Vice President, China
Regina Leung, Vice President, Marketing, Asia Pacific
Epsilon International is a leading provider of multi-channel, data-driven
marketing technologies and services that deliver measureable results
for clients. Through the combination of our vertical market expertise,
professional services and innovative technologies, we help marketers
acquire, grow and retain profitable customer relationships through highly
targeted and measurable email communication programmes. Our end-to-
end suite of industry-specific products and services includes scalable email
campaign technology, delivery and creative optimisation, database value
analysis, marketing automation tools, turnkey integration solutions and
other strategic digital marketing services that provide actionable analysis
throughout the customer lifecycle.
Globe7 Hong Kong
www.globe7.com
Tel: +852 37513292
Main Representative: Ling Kwan, Senior Business Development Manager,
Asia Pacific
Globe7 is a pioneer in digital information and online communications,
specialising in Voice-over-Internet-Protocol (VoIP) applications, hosting
video contents, sharing files, Instant Messaging, Games, and a Chinese-
language social networking website.

Microsoft Advertising
www.advertising.microsoft.com/asia
Tel: +852 2804 4200
Main Representative: Richard Dunmall, General Manager, Greater Asia
Pacific
Kenneth Andrew, Marketing Director, Greater Asia Pacific
Stephen Dolan, Specialist and Multinational Sales Director, Greater Asia
Pacific
Liam Walsh, Sales Director, Australia
Erik Johnson, General Manager, Greater China Region
Rathin Lahiri, Sales Director, India
Toshihiro Fukutoku, Sales Director, Japan
Min Ho Kan, Sales Director, Korea
Richard Huggins, Sales Director, South East Asia Region
Microsoft Advertising provides world-class advertising tools and solutions for
digital advertisers and publishers to drive brand and consumer engagement.
The portfolio includes all of our digital advertising businesses: our global
media network that includes MSN, Windows Live, Office Live, XBOX, Live
Search, Facebook and more, and our global technology platforms and tools
that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic,
which together create engaging digital advertising experiences for their
consumers. Microsoft Advertising helps make buying and selling media
simple, smart and more cost-effective across media and devices in the
Microsoft network of properties and beyond, which spans 42 markets
globally and 21 languages.
Orbit Media
www.orbitmedia.com.au
Tel: +61 2 9957 6533
Main Representative: Paul Campbell, Managing Director
Orbit Media Australasia ("OMA") is a digital media group that provides
expertise in the creation, production and delivery of interactive and online
media. Founded in 1996, OMA is owned by an experienced group of
marketing professionals, who are supported by highly skilled people in
Australia, Hong Kong, China, Korea and the United States to service a
client base throughout the Asia Pacific region. OMA creates interactive
sales, marketing and training products, builds sophisticated websites and
intelligent online marketing tools integrated with content management
systems. We invest heavily in our knowledge by employing specialist
people of various skills and disciplines to maintain our competitive edge.
Right Media
www.rightmedia.com
Tel: +1 212 710 3600 Tel: +852 2159 7745
Main Representative: Denise Colella, VP, International
Roger Williams, Director - International Marketing
Xiaoming Shao, Director, Strategic Accounts
Right Media, a Yahoo! company, operates the world's largest online
advertising exchange. Revolutionising how online media is bought and
sold, the Right Media Exchange removes many of the traditional trading
inefficiencies, replacing them with an automated auction-based platform.
With 100,000 global buyers and sellers conducting over eight billion daily
transactions, the Exchange enables advertisers, publishers, agencies
and networks to drive greater value and measurability from their online
advertising activities. Right Media has offices in Hong Kong, Singapore and
Tokyo as well as across the US and Europe.
Upstream Asia
www.upstreamasia.com
Tel: +852 2973 0222
Main Representative: David Ketchum, Chief Executive Officer
Paul Mottram, Chief Operating Officer
Upstream is a full service marketing and corporate communications
network ideally positioned to help companies make the most of business
opportunities in the Asia Pacific region. Our clients look to us to create
and manage multi-disciplinary campaigns, and we provide a full range of
off and online communications solutions, including strategic public relations
counselling, media relations, event management, digital marketing and
Web-based communications services. Upstream primarily works with
clients in three sectors: technology/ media/ telecommunications; consumer/
lifestyle/ travel; and corporate and financial.
Turner Entertainment Networks Asia
www.turner.com
Tel: +852 3128 3333
Main Representative: Benjamin Grubbs, Regional Director, Interactive
Media
Jeremy Carr, Vice President, Regional Entertainment Advertising Sales
Lucien Harrington, Vice President, Branding & Communication
Donald Anderson, Senior Business Manager, Interactive Media
Turner Entertainment Networks Asia, Inc. (TENA) is the entertainment arm
of Turner Broadcasting System Asia Pacific, Inc., a wholly-owned subsidiary
of Turner Broadcasting System. Established in 1994, TENA distributes
Cartoon Network, Turner Classic Movies, POGO and Boomerang as well
as interactive entertainment content in the Asia Pacific region. With these
established entertainment brands, Turner continues to be a leader in the
Asian television marketplace. TBS Inc., a Time Warner company, is a
major producer of news and entertainment product around the world and
the leading provider of programming for the basic cable industry.
CORPORATE MEMBERS

ad:tech
www.ad-tech.com
Tel: +65 9852 0150
Main Representative: Paul Beckley, Vice President -
Technology Sector
Julia Kwan, Project Manager, Asia Pacific
Jiang Na, Charis, Content Manager

Admax Network
www.admaxnetwork.com
Tel: +65 6532 2507
Main Representative: Russell Conrad, Regional
Managing Director
Mathew Ward, Managing Director, Singapore
Gilbert Lo, Regional Media Director
Eric Ngyyen, Regional Operation Director

Adobe Systems Hong Kong
www.adobe.com
Hong Kong Sales Hotline: +852 2916 2188
Hong Kong Marketing Hotline: +852 2916 2101
Main Representative: Priscilla Tan, Marketing Manager
HK/Taiwan
May Chan, Marketing & Communications Manager
Lok Wai Keung, Business Development Director

AGENDA Group Asia
www.agenda-asia.com
Tel: +852 2298 3888
Main Representative: Christine Grand,
Senior Strategic Planner
Steve Hsia, Group CEO
Eric Ng, Chief Innovation Officer
Clement Yip, Chief Creative Officer

BBC.com
www.bbc.com
Tel: +65 6296 8217
Main Representative: Sunita Rajan, Vice President,
Sales Asia & Australasia
Terri Seow, Head of Marketing APAC, BBC World News
Tom Bowman, VP International Ad Sales Digital
Justine Tate, Senior Marketing Manager, BBC.com

Coremetrics
www.coremetrics.com
Tel: +852 8201 0823
Main Representative: Tony Tsang, General Manager,
Greater China Region
Kevin Mackin, General Manager, Australia and New
Zealand

draftFCB China
www.draftfcb.com
Tel: +86 21 2411 0421
Main Representative: Gary Tse, Chairman
Patrick Ko, General Manager
Marble Zhang, Strategic Planner

Dow Jones Publishing Company
(Asia)/The Wall Street Journal
Digital Network
www.asia.wsj.com www.cn.wsj.com
Tel: +852 2573 7121
Main Representative: Olivier Legrand, General Manager,
Asia
Nellie Chan, Regional Digital Advertising Sales Director

Edipresse
www.edipresse.com
Tel: +852 2859 4406
Main Representative: Barrie Goodridge, Chief Executive
Officer
Michel Lamunire, General Manager, Taasty/BRG
Sebastien Lamunire, Regional Business Director

eyeblaster
www.eyeblaster.com
Tel: +61 2 8243 0000
Main Representative: Mick O'Brien, VP Operations,
APAC
Jordan Khoo, Sales Director, APAC
Martin Ross, Country Manager, Singapore
Griffin Tao, Business Director, Greater China

G2 Hong Kong
www.g2.com
Tel: +852 2510 6888
Main Representative: Tony Ip, Managing Director -
China & Hong Kong G2
Dennis Kuek, General Manager
Keith Ho, Executive Creative Director
Catherine Chan, Account Coordinator

Grif.inter@ctive
www.grifinteractive.com
Tel: +39 039 587343
Main Representative: Vessela Nikolova - Vice President
Europe, US & India Area Contact
Penny Wang Yuan Fen, Business Manager Asia
Sabrina Lucini, Business Manager Italy
Marit Curto, Business Manager Latin America

Google Hong Kong
www.google.com.hk
Tel: +852 3923 5400
Main Representative: Caroline Hsu, Head of Public
Communications, Hong Kong
Sharon Ng, Head of Marketing, Hong Kong
Stella Cheung, Account Director, Hong Kong

The Hyperfactory
www.thehyperfactory.com
Tel: +852 6331 1383
Main Representative: Geoffrey Handley, Co-Founder,
Director New Business Asia Pacific
Howard Hunt, Regional Business Development Manager

ICLP
www.iclployalty.com
Tel: +852 2803 8100
Main Representative: Melina Chan, Director, Digital
Marketing
Mary Ronan, Strategy Director
Stephen Hay, Regional Director, Asia Pacific

Johnson & Johnson Vision
Care Asia Pacific
www.acuvue.com.sg
Tel: +65 6827 6000
Main Representative: Li Ting Low, Senior Regional
Interactive Marketing Manager
Huang Zheng, Senior Regional Interactive Marketing
Specialist

MRM Worldwide
www.mrmworldwide.com
Tel: +852 2808 7888
Main Representative: Mark Cripps, sAPAC Region
Digital Director
Joan B. Deni, SVP, Managing Director - South Asia
Gloria Lam, Regional Business Development
Director - Asia Pacific
Mandeep Sharma, Vice President & General
Manager - India

NDS Asia Pacific
www.nds.com
Tel: +852 22019153
Main Representative: Jonathan Wong, Marketing
Manager, Asia Pacific
Vanessa Griffiths-Green, Director Marketing & New
Initiatives Asia Pacific

Nielsen Online
www. www.nielsen-online.com
Tel: +852 3161 5990
Main Representative: Joseph Kam, Commerical Director,
Hong Kong & Taiwan
Lisa Cousens, Regional Development Director, Asia
Pacific

OgilvyOne Worldwide
www.ogilvy.com
Tel: +852 2568 1177
Main Representative: Sean Rach, Managing Director
Kitty Wong, General Manager

Omnicom Group
www.omnicomgroup.com
Tel: +65 6876 6842
Main Representative: Jason Kuperman, Vice President,
Asia Pacific Digital Development
Louise Kristensen, Interactive Business Director, TBWA\
TEQUILA
Amanda King, President & Managing Partner, Asia
Pacific, Tribal DDB
Richard Fraser, Regional Managing Director, Proximity

Omniture
www.omniture.com
Tel: +61 2 8211 2707
Main Representative: Marc Gagne, Senior Director
Sales & Client Services, APAC
Andrew Lowe, Channel & Alliances Manager, APAC
Premiere Global Services
www.premiereglobal.com.hk
Tel: +852 2353 3500
Main Representative: Sandy Yu, Marketing Manager,
Greater China
Jasmine Lim, Marketing Manager, Singapore & Malaysia
Joanne Rigby, Marketing Director, Asia Pacific

Profero
www.profero.com
Tel: +852 2524 5188
Main Representative: Henry Wood, Business Director
(Hong Kong)

CORPORATE MEMBERS
INDIVIDUAL MEMBERS
1990 Media
www.sdm.vn
Representative: Kelvin To, President, SDN

AsiaPac Net Media
www.asiapac.com.hk
Representative: Daniel Chan, Business Director

Avary Chong
Representative: Avary Chong

Black Box Productions
www.hiphop2china.tv
Representative: Pierre Larochelle, General Manager

Compass Edge
www.compass-edge.com
Representative: Anita Chan, Managing Director

CultureFish Media
www.culturefishmedia.com
Representative: Lonnie Hodge, Chief Executive Officer

Digital River
www.digitalriver.com
Representative: Elisa Funck, Director of Marketing

Dow Jones Factiva
www.solutions.dowjones.com
Representative: Irene Leung, Marketing Manager, Dow
Jones Content Technology Solutions

Eight Partnership
www.eightpartnership.com

eMarketingEye
www.emarketingeye.com
Representative: Rajitha Dahanayake, Chief Executive Officer

Energy Media Networks
www.energy-web.biz
Representative: Jonathan Hardy, Managing Director

Eyeka
www.eyeka.asia
Representative: Alexandre Omedo, Chief Executive Officer

Forbes.com
www.forbes.com
Representative: Sunita Kaur, Regional Director, Asia Pacific
forumline
www.forumline.com
Representative: Meraj Huda, Founder/Principal Consultant

Frontiers Digital
www.frontiersdigital.com
Representative: Eddie Choi, Managing Director, Asia

Global Market Insite
www.gmi-mr.com
Representative: Stanley Lee, Director

Gravitas
www.gravitas.com.hk
Representative: Ricky Chu, Business Director

Heidrick & Struggles
www.heidrick.com
Representative: Steve Stine

Intel Semiconductor
www.intel.com
Representative: Stephanie Silvester, Retail & Channel
Marketing Director, Asia Pacific

iris Digital, Singapore
www.irisnation.com/digital
Representative: James Robbins, Digital Director

Javacatz
www. javacatz.com
Representative: Catherine Chin, Director

Media Explorer
www.me.com.hk
Representative: Davy Ma, Managing Director

Melanie Ker
Representative: Melanie Ker

MoniMedia
www.moni-media.net
Representative: David Franois, Managing Director

Netconcepts China
www.netconcepts.cn
Representative: Allen Qu, Chief Executive Officer

NetInfinium
www.netinfinium.com
Representative: Edwin Tay, Chief Executive Officer

Oriented Media
www.orientedmedia.com
Representative: Matt Harty, Managing Director

Pilot Simple Software
www.pilot.com.hk
Representative: Tim Hay-Edie, Managing Director

Pitchasia
www.pitchasia.com
Representative: Rita Vannithone, Director

Pixel Media
www.pixelmedia-asia.com
Representative: Kevin Huang, Chief Executive Officer

Popcorn Media Network
www.popcorn-network.com
Representative: Pannee Ng, Business Director

Quam (HK)
www.quamnet.com www.quamir.com
Representative: Chris Justice, Managing Director

Razorfish (e-Crusade)
www.razorfish.com.hk www.raxorfish.com.cn
Representative: Venus Lee, Co-Managing Director

SB Consulting
www.sbconsulting.com.hk
Representative: Steve Bruce, Managing Director

SPELL
www.spell.com.sg
Representative: Wendy Lee, Director

Synovate
www.synovate.com
Representative: Lindsay Main, Associate Director, Marketing
Communications

SynXis
www.synxis.com
Representative: Melpo Wong, Senior Account Manager,
APAC

Tektronix
www.tektronix.com
Representative: Stacy Lu, Marketing

Terramillem Capital
www.terramillem.com
Representative: Rupert Purser, Executive Director of New
Media Ventures
Theorem Inc.
www.theoreminc.net
Representative: Chandrakanth Nataraju, President

The Mobile Solutions THETMSWAY
www.thetmsway.com
Representative: Thibaud de Loynes, Asia Development
Director

USA Today
www.usatoday.com
Representative: Raymond Suen, Managing Director, Asia
Pacific

Virtual Village
www.virtualvillage.es
Representative: lexandre Torres Coll, Senior Account
Manager

Web Wednesday - Asia's Premier Internet Networking
Community
www.webwednesday.asia
Representative: Napoleon Biggs, Founder & Host

WHO? Digital
www.whodigital.com
Representative: Julie Fitzpatrick, Business Director

Zed Digital
www.zenithoptimedia.com
Representative: Ada Wong, General Manager
Pulse MediaTech
(previously "WebDNA Interactive")
www.pulsemediatech.com
Tel: +852 28388218
Main Representative: Leonard Chan, Director

Responsys
www.responsys-asia.com
Tel: +65 6327 6560
Main Representative: Rob Stanley, Managing Director,
Asia Pacific
Jos Birkin, Director
Sonia Tay, Principal Consultant

SCMP.com
www.scmp.com www.classifiedpost.com
Tel: +852 2565 2222
Main Representative: Kuok Hui Kwong, Managing
Director and Chief Executive Officer
Ross Settles, Director of Digital Business
Michael McComb, Director, Marketing and
Communications
Pen Kwok, Business Development Manager, SCMP.
com

SingTel Digital Media
www.singtel.com
Tel: +65 9728 6299
Main Representative: Xante Koh, Marketing Manager
Valerie Lim, Marketing Executive

Sohnar Software
www.sohnar.co.uk
Tel: +44 208 600 7520
Main Representative: Carl Witton, Sales Manager

TIME & Fortune
www.time.com www.fortune.com
Tel: +65 6393 3608
Main Representative: Andrew Butcher, Publishing
Director, Asia Pacific
Ang Khoon Fong, Associate Publishing Director, TIME
and Fortune, Asia
Michelle Quah, Marketing Director, TIME and Fortune,
Asia

Travelzoo
www.travelzoo.com.hk
Tel: +852 3180 9200
Main Representative: Wayne Chou, General Manager,
Greater China
Rainbow Lau, Advertising Sales Manager

Universal McCann
www.universalmccann.com
Tel: +852 2901 8400
Main Representative: Pete Mitchell, Regional Director
APAC, Digital
Anna Chan, Head of Search, APAC
Huang Zhe, Digital Director, Beijing
Patrick Xiao, Digital Director, Shanghai

The Upper Storey
www.upperstorey.com
Tel: +65 6732 8618
Main Representative: Prakash Kamdar, Managing
Director
Euan Wilcox, Business Director
Frederick Tong, Senior Account Manager

Wunderman
www.wunderman.com
Tel: +65 6295 2018
Main Representative: Michel Mommejat, Regional
Network Development Director, Asia
Stephane Faggianelli, President, Asia

wwwins Consulting
www.wwwins.com
Tel: +852 3962 4500
Main Representative: Chris Ryan, Managing Director
Dwayne Serjeant, Creative Director
Sarah Goh, Marketing & Communications Manager

ZUJI
www.zuji.com.hk
Tel: +852 2175 5772
Main Representative: Sean Seah, General Manager
Kitty Pang, Marketing Manager
cnnmoney_mobile_adma.indd 1 4/29/09 11:51:01 AM
The Asia Digital Marketing Association (ADMA) has produced this Yearbook to provide basic
information about the digital marketing environments across key Asian markets.
This Yearbook can also be downloaded as a PDF file from our dedicated mini site
www.asiadigitalmarketingyearbook.com
The ADMA has research, guidelines and case studies available for download on its Web site. Visit us at
www.asiadma.com where you can subscribe to our eNewsletter; keeping you appraised on digital
marketing from events around the region related to digital marketing to informative articles on
the industry to online research being undertaken.
Asia Digital Marketing Association
Tel: +852 8100 9987
Fax: +852 3011 9587
Email: contact@asiadma.com
Web site: www.asiadma.com
Asia Digital Marketing Association 2009
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www.asiadma.

ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION

Asia Pacific Internet Population and Usage

TAIWAN 618 9,735 63.5

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Asia Pacific Online Shopping Revenues

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NON DIAL-UP (B)

Uluru (Ayer's Rock) in the Australian Outback

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is discovered through social connections. And 94.1% of this

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The most prolific mobile Internet users are students,

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Want to know more

Hong Kong's online youth is pretty familiar with social

Digital marketing methods are proving themselves to be

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marketing materials, as well as a media schedule in order

Taj Mahal palace on sunrise

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India network and Windows Live Messenger,

A4_APAC_AD_3.indd 1 12/5/09 1:18:55 PM

55+ YEARS 1 0.03%

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Indonesia is ranked second in the world, only behind the

Sunrise over Borobudur Temple on Java Island, Indonesia

Japan's Email Users

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There are currently 18 million mobile TV viewers in Japan.

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Malaysia's Internet Users 2008

Malaysia's Top Online Retail Sites

Malaysians have a big appetite when it comes to consuming

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Online advertising in New Zealand grew 55% in the first

New Zealanders are mostly happy to use the Internet as

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Boats at Boracay beach

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40-44 259 10.51%

Cityscape showing the Merlion and the financial district

Security is important for Singaporean online shoppers,

Why South Koreans Use Instant Messenger

South Korea's Top Online Retail Sites

South Korean Online Shoppers

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40-49 1,419 14.2%

PIZZA HUT 54%

2 Heart of The Matter

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THB7,000-7,999 PER MONTH 158 1.92%

Online display ad spend in Thailand came to an estimated

By 2010, Thailand's online shopping penetration rate should

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COMMUNITY WEBSITES 50%

Rice fields on Cat Ba Island in Halong Bay, northern Vietnam

Only 4% of Vietnamese online users in the country's key

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