Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017 predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.
10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.
In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.
However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.
Digital growth accelerated over the previous 12 months in Asia Pacific, with internet users up 15% to pass the 1.9 billion mark. There are now also 4 billion mobile phone subscriptions across APAC, a penetration rate of 96%.
These findings have exciting implications for businesses, governments, and society, but they are also testament to the speed with which digital (and mobile) connectivity is changing the lives of people in the region.
More than 1.4 billion Asian consumers now use social media on a monthly basis, with 95% of them accessing platforms via mobile devices – the highest ratio in the world.
Digital in 2017: Southeast Asia
Digital in 2017: Eastern Asia
Digital in 2017: Southern Asia
Digital in 2017: Australia, New Zealand & The Pacific
Chinese internet users are more likely to be under the age of 30, have a higher education than previous generations and earn an average income.
These netizens are increasingly accessing the Internet though mobile devices. Not only is it more convenient for them, but the majority of Internet users find the experience comparable to or even better than desktop.
Experts at market researcher Euromonitor International recently released research providing a look ahead at key global consumer trends for in 2017.
These are the ten to watch:
55%: The percentage of the total global population that will live in cities in 2017, which is five points higher than it was in 2007, the year that urban population first surpassed rural population.
30.1: The median age of the global population in 2017, up from 27.9 a decade ago.
3.5 million: The number of additional people that will come online per week globally in 2017.
188,000: The number of single-person households that will be added globally each week.
44.1%: Percentage of payments made with cards – not cash – in 2016 measured by value, marking the first year cash (43%) was no longer the largest payment source. Card payments will continue to spike, reaching 49.1% of all value by 2021.
$711 billion: The value of the health and wellness industry in 2016. The industry is forecast to grow even larger in 2017, with demand surging for products such as meat substitutes and dairy milk alternatives.
2.7 million: Babies projected to be born each week globally in 2017.
2.3%: The percentage rise in consumer spending forecast for 2017.
$40 billion: Amount global consumers will spend each week.
$146 billion: Amount global consumers will save each week.
We Are Social Singapore have just released their latest report, with all the numbers you need to understand the state of the digital landscape in Southeast Asia in Q4 2015.
With total internet users up 12% since March it’s been a busy few months regionally. Much of this growth is attributable to increasing smartphone access, which is also impacting the shape of the social media landscape. Facebook remains the most popular social platform in all countries around the region, but only just with LINE registering almost as many monthly active users as Facebook in Thailand, and Viber hugely popular in the Philippines.
Digital, Social & Mobile in Southeast Asia in 2015
Covers the whole of South East Asia including Vietnam, Indonesia, Thailand, Singapore, Philippines.