Cross Border Tourism Marketing Gold Mine - Chinese Traveler in APAC

1. HONG KONG MOBILE
ADVERTISING
STATISTICS & TRENDS
2015 Quarter 4

2. Vpon Ad Inventory in Asia Pacific
Vpon
reaches
more
than
12
billion
bid
inventory
per
day
in
Asia
Pacific.
In
China,
we
receive
7+
billion
daily
ad
requests,
reach
over
100,000+
Chinese
Apps
and
450
million
unique
devices
per
month.

3. Vpon - Leading Mobile Branding Advertising
Expert for More than 1,500 Advertisers

4. 360 Mobile Marketing Solution
Premium Media Resource, Best Coverage in Asia
More is coming…..

5. • Tourism
Goldmine
of
Chinese
Outbound
Travelers
Market
StaGsGcs
&
Case
Studies
• Hong
Kong
Mobile
Market
• Users
Behavioral
PaNern
Contents

6. 82.2M Outbound Chinese Travelers
When everyone is concerning the GDP growth in China, does it means that
Chinese Travelers’ spending is decreasing?
For Chinese travelers who can afford overseas travel, there is still an all-out shopping bonanza
that travel brands can plan on growing exponentially over the next five years.
By 2020, it’s predicted outbound Chinese business and leisure travelers will spend upwards of
$422 billion per year, and that’s only counting their retail purchases.

7. Exclusive Brand Message to the Outbound
Chinese Travelers on their Personal Screen

8. Due to the market characteristics and language barrier, most of our network publishers in
Simplified Chinese language are only available in Chinese fragmented 3rd party app stores..
That’s to say our origin of the apps defines the Chinese audience. Plus the condition that if
their traffic appear in outbound destination. The traffic is generated by the Chinese travelers
in Asia Pacific.
Identifying the Chinese Travelers
By Simplified Chinese App Portfolio

9. Chinese Inbound Travelers Dominate APAC Countries
Hong Kong is the most traveled destination among the 9 locations
*Chinese
traveler
arrivals
in
2015
is
projected
data
from
January
to
June
2015.
Source:
Discover
Hong
Kong,
Japan
NaGonal
Tourism
OrganizaGon,
Korea
Tourism
OrganizaGon
,
Thailand
Department
of
Tourism,
Singapore
Tourism
Board
and
Taiwan
Tourism
Bureau

10. *
Chinese
tourists’
total
spending
in
2015
is
projected
data
from
January
to
June
2015.
Chinese
Tourists’
total
spending
in
Hong
Kong
is
the
total
spending
of
overnight
tourists
and
one-­‐day
tourists.
Source:
Hong
Kong
Tourism
Commission
Chinese Travelers’ Total Spending*
Hong Kong, Thailand and Japan are popular destinations for wealthier outbound
Chinese travelers.

11. Remark:
The
Chinese
tourists’
spending
&
major
shopping
items
paNern
is
an
average
spending
paNern.
Each
country‘s
spending
paNern
may
be
slightly
different
from
the
presentaGon.
Chinese Travelers Major Shopping
Items

12. The
Overview
of
Chinese
Travelers
• Hong
Kong
• Macau
• Asia
Pacific
Understanding the Chinese
Travelers

13. Overview of Mainland Chinese
Travelers in Hong Kong
*All devices detected in Hong Kong
Source: CTR, Vpon

14. Overview of Mainland Chinese
Travelers in Macau
*All devices detected in Macau
Source: CTR, Vpon

15. Overview of Mainland Chinese
Travelers in Asia Pacific
Source: CTR, Vpon

16. Key
Factors
affecGng
Campaign
Performance
• FesGve
Season
• Mobile
OperaGng
System
(OS)
• CreaGve
Language
• Travel
DesGnaGon
Preference
Understanding the Chinese
Travelers

17. The Effect of Festive Season
Targeted Location: Hong Kong
Source: CTR, Vpon

18. The Effect of Mobile OSTargeted Location: Hong Kong
Source: CTR, Vpon

19. The Effect of Creative LanguageTargeted Location: Macau
Source: CTR, Vpon

20. The Effect of Travel Destination Preference
Targeted Location: Asia Pacific
Source: CTR, Vpon

21. The Complete Chinese Travelers
Targeting Strategies
BEFORE TRIP (Attention and Planning)
‧Deliver travel information to create interest
and attention
ON THE ROAD (Retail Traffic)
‧Drive sales conversion to stores at travel
destination
BACK HOME (Retargeting)
‧Retarget the audience to for continuous
purchase and create brand loyalty

22. Hong Kong Mobile Market

23. Unique Users Reached: 7.3M+
Number of active unique mobile users reached by Vpon grows rapidly with
more than 30% growth in 2015.
Source, UU Vpon

24. Source, UU Vpon
Android vs iOS: 70.2% Android
Hong Kong market is dominated by Android phones with steady growth quarterly

25. Source, UU Vpon
47.0% Phablet
Phablet (screen size between 5.3” to 6.9”) dominates among Android users.
More iOS users prefer phone screen size than phablet screen size.

26. Source, UU Vpon
Mobile Phone Brands: 44.2% Samsung
Samsung and iPhone takes nearly 70% of the market share among all the
mobile phone brands in Hong Kong, following by LG, Xiaomi & Sony.

27. Source, UU Vpon
Top 10 Devices: iPhone 6
iPhone 6 is the most popular phone model throughout the year. In 2015,
top 10 remains the battle field between Apple and Samsung, with LG and
Xiaomi as emerging competitors.

28. Top 10 Android Devices:
Samsung Galaxy Note3
Samsung
remains the market leader and 7 of its
phones hits top 10, with the Note product
line continues as the hero product.
Source, UU Vpon

29. Source, UU Vpon
iOS Devices: 61% iPhone 6/6+
iPhone 6 & 6 plus are the two most popular Apple
products in 2015. A rapid increase was observed
from Q1 to Q2. It is because online purchase was
available since Jan 2015 and it is easier for
customers to get the new model.

30. Mobile Browsers: Chrome 49.1%
Chrome is the most popular mobile browser among Android users.
Source, UU Vpon

31. Source, UU Vpon
Hong Kong LBS Traffic in 18 Districts
56%
New Territories
New Territories shares 56%
of the traffic, Kowloon shares
33% while Hong Kong Island
shares 11%.

32. Network Operators: csl. 38.2%
Hong Kong market is divided by the four strong players with csl. takes the
lead throughout the year.
Source, UU Vpon

33. Users Behavioral Pattern

34. Mobile Internet Access
In general, users slightly prefer
using WiFi than cellular, especially
for Video and Education related
apps. Cellular are used for Life
apps.
Source, UU Vpon

35. Source, UU Vpon
Hourly Traffic by Carriers
PEAK HOURS at 1pm, 6pm, 10pm
Android and iPhone traffic spikes at lunch time at 12 am - 2 pm and night time 8 - 10 pm

36. Source, UU Vpon
Android Apps Categories Traffic
On average, apps which are
videos, finance, entertainment &
News categories are popular
among Android users. Finance
apps are seen an significant
growth due to the fluctuation of
the stock market this year.

37. iPhone Apps Categories Traffic
On average, videos & finance
apps take the largest share with
news follows up. The popularity
of videos due to better user
experience brought by the newly
launched larger screen-size
iPhone 6 series in September
2014.
Source, UU Vpon

38. For publishers：bd.hk@vpon.com
For advertisers：sales.hk@vpon.com
Call
us
at
27487376
for
more
informaGon
www.vpon.com