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Singapore digital ecosystem by LAtelier BNP Paribas
- 2. Singapore: Overview 2013
5.353,494 Million People
•4.015,121 Million Internet Users
• 86% Internet Penetration
• E-commerce Market Size : 3.08 Billion $
• M-commerce Market Size : 1.2 Billion $
Source: China internet stat Singapore 2013; PayPal report
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
2
- 4. Singapore: Overview
How often Singaporeans connect themselves?
Singapore is ranked 1st highest daily Internet frequentation in South East Asia 2011
Frequency of Internet use
Indonesia
Malaysia
Philippin
Singapore
Thailand
vietnam
80%
64%
53%
52%
45%
43%
32%
34%
36%
35%
31%
15%
Daily
several time per week
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
4
- 5. Singapore: Overview
Which device do they use to connect themselves?
Singaporeans are using their phone more than any other East Asian Country
Device ever used to access internet
Desktop PC
92
82
73
Notebook/Laptop/Netbook
93
88
79
90
87
Mobile phone
95
82 81
73
63
63
53
36
30
21
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
5
- 6. Singapore: Overview
What about there app consumption?
As a result, Singapore is ranked first in both free and regular use of mobile phone applications
Use of Mobile Phone Applications
Regular
83
Free
Paid
85
80
75
72
71
61
61
54
50
37
35
29
50
36
27
25
8
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
6
- 8. I. Internet Users
How is Singapore doing in term of connection?
Singapore is ranked 8th highest Internet Penetration Worldwide in 2012
Greenla
nd
Bermuda
Canada
SKorea
Japan
USA
Brunei
Singapor
e
100%
90.1%
88.3%
83%
82.5%
79.5%
78%
75%
75%
50%
1
2
3
4
5
25%
6
7
8
0%
Internet Penetration Worldwide
Source: World Internet Statistic 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
8
- 9. I. Internet Users
How is Singapore doing in term of connection?
Singapore is ranked 4th highest Internet Penetration in Asia in 2012
South Korea
Japan
Brunei
Singapore
Macao
100%
82.5%
79.5%
78%
75%
75%
50%
2
4
%
1
63.4%
2
3
25%
4
5
0%
Internet Penetration in Asia
Source: World Internet Statistic 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
9
- 10. I. Internet & Mobile Users
Who are they?
Users age15-34 years old are the most engaged segment
Internet demographic breakdown
4.015,121
50%
15-24
63.1%
50%
25-34
35-44
19.
6%
45-55
7
%
55 +
6
%
Source: rockpublicity 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
10
- 11. I. Internet Users
What are they doing?
Singaporeans are mostly browsing there mails and checking for News
96%
E-mail
86%
81%
70%
67%
News
Search
IM
Private msg on SN
sites
Top five online activities conducted on at least a weekly basis
Source: Nielsen Singapore report 2011
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
11
- 12. I. Internet Users
I. Internet & Mobile Users
In the meantime?
Singaporeans combine most of the time Internet consumption with TV cunsumption
Trans-media Consumption
@
75%
@
24%
37%
Watch TV and Use Internet
Use Internet and listen to the radio
Source: Nielsen
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
12
- 13. I. Internet & Mobile Users
What about Online Videos?
Singapore is ranked 5/6 in terms of online video streaming
SINGAPORE OVERALL RANKING
RANK
5/6
2/6
At Reaching Web
population
3/6
At Hours per Viewers
6/6
At Unique Viewers &
Video per Viewer
PLAYERS RANKING
1- Japan
2- Hong Kong
3- Australia
4- China
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
Source: Comscore, Wikipedia
5- Singapore 6- Malaysia
13
- 14. I. Internet & Mobile Users
What about Online Videos?
China
Japan
Australia
Malaysia
Hong Kong
Singapore
200
Unique Viewers
(000)
100
75
1
50
24
%
2
25
0
3
4
5
6
Online Video Viewing by Markets July 2010
Source: Comscore, Wikipedia
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
14
- 15. I. Internet & Mobile Users
What about Online Videos?
Singapore is still ranked 2nd at reaching web population
China
Japan
Australia
Malaysia
Hong Kong
Singapore
200
43
%
100
% Reach
Web Pop
75
50
6
24
%
3
5
4
1
2
25
0
Online Video Viewing by Markets July 2010
Source: Comscore, Wikipedia
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
15
- 16. I. Internet & Mobile Users
What about Online Videos?
Singaporeans watch less videos than other among Asian country
China
Japan
Australia
Malaysia
Hong Kong
Singapore
200
Videos per
viewers
43
%
100
75
24
%
50
2
4
5
25
1
3
6
0
Online Video Viewing by Markets July 2010
Source: Comscore, Wikipedia
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
16
- 17. I. Internet & Mobile Users
How long are they watching Videos?
Singapore is ranked 3rd in terms of hours per viewers
China
Japan
43
%
20
Australia
Malaysia
Singapore
1st
15
2nd
24
%
10
5
Hong Kong
7.5
3rd
16.8
7.1
12.7
10.4
4.6
0
Online Video Viewing by Markets July 2010
Source: Comscore Video Metrix 2010
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
17
- 18. I. Internet & Mobile Users
What about Online Videos?
Singaporeans are streaming the longest videos
Live Time per play
52 Min
49 Min
49 Min
44 Min
42 Min
42 Min
APAC Live, VOD time per play by country Q1 2013
Source: Comscore Video Metrix 2010
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
18
- 19. II. Social Media
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
19
- 20. II. Social Media
What are Social Media in Singapore?
SNS in
2013
74%
SNS in
2012
68.1%
When Singaporeans
buy things
42%
research on
SNS first
51.2%
use SNS to
make a
decision
Source: Comscore Media metric April 2012
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
20
- 21. II. Social Media
What about forums?
Singaporeans spend more time than other countries on forums
Proportion of digital consumers visiting forums: ever vs. monthly
Indonesia
Malaysia
80%
74%
73%
Philippin
Singapore
Thailand
vietnam
77%
65%
64%
66%
71%
61%
61%
40%
30%
Ever
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
Source: Global Index
Regular (monthly)
21
- 22. II. Social Media
Who are the top 5 Media Channels?
2013
Facebook ,
3.50 M Users
67.5
%
Twitter, 2.79M Users
53.8
%
Youtube, 4.25M Users
82%
Linkedin, 522 K Users
12.5
%
Pinterest, 197K Users
3.8
%
Source: Infographic.sg ; rockpublicity
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
22
- 23. II. Social Media
What about top SNS Websites?
Top 5 Websites (% Reach)
1
82.2%
2
74.4%
50.9%
50.7%
46.2%
3
4
5
Source: Burson Marsteller Asia Pacific
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
23
- 25. III. E/M-commerce
How is E/M-commerce doing in Singapore?
Singapore is the most connected city-state in the world ( Ranked 1st).
No:1
Mobile Penetration
151.8
%
Internet Penetration
86%
Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013”
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
25
- 26. Internet Users
III.I.E/M-commerce
Where is Singapore compared to others?
Singapore is just behind the Asian big players
43%
China
Japan
South Korea
Taiwan
Singapore
Singapore’s
Ranking
5/6
Hong Kong
E-commerce
M-commerce
3/6
APAC E-commerce/M-commerce comparison
Source: Paypal; l’Atelier
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
26
- 27. III. E/M-commerce
What is the forecast?
M-commerce represent 26% of e-commerce, generating around 812 Million $ revenue in 2012
2012
2013
E-commerce
E-commerce
3.1 Billion $
+29%
4.4 Billion $
812
+37%
1.3
Mobile commerce
Mobile commerce
Billion $
Million $
Source: rockpublicity.com
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
27
- 28. III. E-commerce
What are they buying?
Online shopping is more than Traveling and Booking, it also is fashion and beauty purchases
Travelling
booking
Fashion
Beauty
Entertainme
nt life style
IT/
Electronic
General
Insurance
Gifts
collectibles
Others
SG online
SALES
3.1 Billion
$
28%
20%
13%
$
307 M
13%
11%
8%
7%
146 M
143 M
117 M
83 M
75 M
229 M
Source: Paypal
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
28
- 29. III. E-commerce
Where Are they shopping?
40% of Singaporeans are shopping on their local E-commerce platforms
Most popular local E-com
Grocery
Cosmetic
420
Million $
Luxury
37.4%
Local
SG online
SALES
3.1 Billion
$
Books
Source: Techinasia
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
29
- 30. III. E-commerce
Why shopping outside?
Despite the 60% overseas shopping trend, local merchants can benefit from the growth in domestic online
spending by improving there product choice and selection of goods.
40%
Local
420
Million $
SG online
SALES
3.1 Billion
$
62.6%
overseas
Why Shopping overseas?
Let room for local growth
Unavailability
58%
Greater choice
Less expensive
Better discount
Strong Singapore Dollar
48%
44%
42%
35%
Source: Paypal
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
30
- 31. III. E-commerce
Which one is there favorite?
Singapore most popular overseas E-retail are Amazon USA and Qoo10 from Korea
23%
SG online
SALES
3.1 Billion
$
14.7%
62.6%
overseas
1st
2nd
Source: Paypal
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
31
- 32. III. E-commerce
Where do Singapore online stores sells too?
The major trade destination for Singapore's online stores is China, then Hong Kong
SG online
SALES
3.1 Billion
$
62.6%
overseas
China
Hong Kong
Japan
Australia
+68%
+55%
+22%
+20%
Source: Paypal
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
32
- 33. III. M-commerce
Why is Mobile Marketing interesting in Singapore?
Nine out of ten Singaporeans own a Smartphone, and 39% of the population chose their mobile
over a laptop to browse the Internet. To support this, the nation boasts a wireless broadband
penetration rate of 162%, and a mobile penetration rate of 150%
9/10
SG have an
Smartphone
9/10
@
39%
Use Smartphone
over Laptop to
access internet
39%
150%
162%
Broadband
Penetration
rate
150%
Mobile
Penetration
rate
162%
MOBILE MARKETING
Source: Experian Singapore report 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
33
- 34. III. M-commerce
Testing the Water: Mobile marketing Who is doing it?
36% of Singapore’s marketer have implemented a successful mobile campaign
This is not part of our marketing
plan
13%
Discussing the idea internaly but
no decision yet
20%
36%
Have a strategy but hasn't taken
action yet
Have implemented one mobile
or SMS campaign to test success
20%
11%
Have implemented a successful
campaign and have
incorporated mobile as a
regular marketing channel
Company’s involvement into Mobile Marketing
Source: experian.com singapore 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
34
- 35. III. M-commerce
Testing the Water: Mobile marketing Who is doing it?
QR codes are most used among Mobile Marketing Tactics
do not currently use
any of these tactics
4%
Mobile tickets or
barecodes
4%
In-app ads
Custom apps
Location-based mobile
services
MMS Campaigns
QR code are
most likely to
be abandoned
in the
upcoming 12
month
11%
22%
29%
31%
Moblie-optimize
website
SMS campaigns
M-commerce sales
E-mail marketing
optimised for mobile
QR codes
35%
46%
49%
50%
68%
Source: experian.com Singapore 2013
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
35
- 36. L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 86 21 62 81 85 33 | www.atelier.net | red@mail.atelier.net
asia@mail.atelier.net
2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net
36