Business Solutions including all features. Filipinos say they spend an average of almost 11 hours online each day, which is almost 60 percent more than the global average. Well, once again, the data holds some surprises. Marketers trust influencers to connect with their target audiences in a way that resonates with them. In fact, the Asia Pacific region is expected to see a growth of over 30% in the influencer marketing platform market between 2019 and 2025. Im Simon Kemp, and over the next 10 minutes, Ill guide you through the online behaviours of South-East Asias young adults, with a specific focus on their social media activities. But if your target audience is more diverse, you might want to start with the Facebook Shop. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Industry-specific and extensively researched technical data (partially from exclusive partnerships). Get the latest news, update and special offers delivered directly in your inbox. You've come to the right place! Ready to level up your brand's social media game in Asia? Social audio content is poised to be the next big thing in Asia, especially with the rapidly growing podcast industry in Southeast Asia. Consumers also love to spend big. Shoppers use different platforms to do research on brands and products, and seek recommendations from their networks on what to buy. Find the best Social Media companies and startups to work for in South East Asia on Wellfound (formerly AngelList Talent) - See company jobs, overviews, benefits, funding info, employee reviews, and more. It will have 60% more users than Snapchat and twice as many as Twitter this year. You're not alone! Monthly active users of leading messaging apps in China 2022, Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. Learn more about how Statista can support your business. Euro Freelancers. Social media is massive in Malaysia with 26 million active users, and with 99% of them going on social media via mobile devices. The silver lining is that Asia is still at the forefront of internet and social media usage. . Some 34.8% log on to read news stories, while 31% use the networks to search for articles or videos. How can you save money on eCommerce fulfilment? And with a multitude of platforms to choose from, it is critical to create the right content for the appropriate platform that matches your product, service and target audience. For example, if your target audience is Gen Z, you can't go wrong with the Instagram Shop. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Active social media user penetration APAC 2022, by country, Social media market share Asia 2022, by platform, Average time spent online by consumers on social media APAC 2019-2021, Number of active social media users APAC 2022, by country, Social media: global penetration rate 2023, by region, Most popular social media in China Q3 2022, Global social network penetration rate as of January 2023, by region, Active social media user penetration in the Asia-Pacific region as of February 2022, by country, Number of active social media users in the Asia-Pacific region as of February 2022, by country (in millions), Average time spent using social media by online consumers in the Asia-Pacific region from third quarter of 2019 to third quarter of 2021 (in hours and minutes), Market share of social media platforms in Asia in February 2022, by platform, Mobile social media market share Asia 2022, by platform, Market share of mobile social media in Asia as of April 2022, by platform, Facebook monthly market share Asia 2022-2023, Monthly market share of Facebook in Asia from April 2022 to January 2023, Twitter monthly market share Asia 2022-2023, Monthly market share of Twitter in Asia from April 2022 to January 2023, Instagram monthly market share Asia 2022-2023, Monthly market share of Instagram in Asia from April 2022 to January 2023, YouTube monthly market share Asia 2022-2023, Monthly market share of YouTube in Asia from April 2022 to January 2023, Share of internet users of the leading social media in China as of 3rd quarter 2022, Facebook: monthly active users in APAC 2014-2021, Facebook monthly active users (MAU) in the Asia-Pacific region as of 4th quarter 2021 (in millions), Daily active Facebook users APAC Q1 2014-Q4 2021, Number of daily active Facebook users in the Asia-Pacific region from 1st quarter 2014 to 4th quarter 2021 (in millions), Facebook quarterly revenue APAC 2014-2021, by segment, Revenue of Facebook in Asia Pacific from 1st quarter 2014 to 4th quarter 2021, by segment (in million U.S. dollars), Distribution of YouTube channels Asia November 2021, by category, Distribution of YouTube channels in Asia as of November 2021, by category, Average number of subscribers of YouTube channels Asia November 2021, by category, Average number of subscribers of YouTube channels in Asia as of November 2021, by category (in 1,000s), Average views per subscriber of YouTube channels Asia 2021, by category, Average views per subscriber of YouTube channels in Asia in 2021, by category, Average views per video of YouTube channels Asia 2021, by category, Average views per video of YouTube channels in Asia in 2021, by category (in 1,000s), Number of active WeChat messenger accounts Q2 2011-Q3 2022, Number of monthly active WeChat users from 2nd quarter 2011 to 3rd quarter 2022 (in millions), Number of monthly active users of Weibo Corporation from 1st quarter of 2014 to 3rd quarter of 2022 (in millions), Number of daily active TikTok users via iOS worldwide from January 2019 to January 2022 (in millions), Number of daily active TikTok users via Android worldwide from January 2019 to January 2022 (in millions), Commonly used platforms for influencers Asia 2021, by country, Share of influencers using selected social media platforms in Asia in 2021, by country or territory, Number of YouTube channels Asia November 2021, by subscriber count, Number of YouTube channels with over one thousand subscribers in Asia as of November 2021, by subscriber count, Most subscribed YouTube channels APAC Feb 2022, Most subscribed YouTube channels from Asia Pacific as of February 2022 (in million subscribers), Most followed Instagram accounts APAC Feb 2022, Most followed Instagram accounts from the Asia-Pacific region as of February 2022 (in million followers), Daily time spent spent using social media APAC 2021, by country, Average daily time spent using social media in the Asia-Pacific region in 3rd quarter of 2021, by country (in hours and minutes), Average number of social media platforms used per internet user APAC 2021, by country, Average number of social media platforms used per internet user in a month in the Asia-Pacific region in 2021, by country or territory, Share of internet users using social media for work APAC 2021, by country, Share of internet users who use social media for work purposes in the Asia-Pacific region in 2021, by country or territory, Intention to shop on social media platforms APAC 2021, by country, Intention to shop on social media platforms in selected Asia-Pacific countries in 2021, Interest in social media commerce integration SEA 2020, by country, Share of interest in social media commerce integration in Southeast Asia in 2020, by country. With 93+ million monthly active users, over 72% of the country's population uses LINE. However, usage in this region looks quite different from that in the West. Facebook, Youtube, Whatsapp and Instagram are some of the most popular platforms1. This new way of shopping is called S-commerce, or social media commerce, and it lets brands sell products directly on social media platforms no need for consumers to jump around to different sites. Mobile use is also very popular, with 99.3% of the population accessing social media via mobile. A full 61% of all people in the region are active on social media - a significant rise from 55% just one year ago. The Malaysia Country Commercial Guide of the US Department of Commerces International Trade Administration names 10 of the countrys most popular social commerce platforms, but were including just the top five here: Filipinos love social mediaso much so that their country has been labeled the Social Media Capital of the World. That's the power of branded content in action! It's not a new idea in digital marketing, but it's still an effective way for a brand to build credibility and boost conversion rates. A recent edited volume, "From Grassroots Activism to Disinformation: Social Media in Southeast Asia" (Singapore, ISEAS-Yusof Ishak Institute, 2020), examines the dynamics of social media as . Get ready to take your marketing to the next level! What Does This Forecast Mean for Marketers in Asia-Pacific? In addition to messaging and voice and video calls, KakaoTalk also offers features such as a social network, gaming, and even a payment system. Social media market share Asia 2022, by platform. Research from GWI shows that 99.6 percent of South-East Asian internet users between the ages of 16 and 24 use social media every month, making it the number one online activity for this demographic even ahead of using search engines. But with that, thanks very much for joining me today I hope you found this session useful, and I look forward to seeing you again sometime soon, somewhere across the internet. What Are the Biggest Trends for Facebook, Instagram, Snapchat, TikTok, Twitter, WeChat, and Douyin? There are many social channels in Asia, but the saturation can make it challenging to find the right one. It is very popular among celebrities and influencers and is mainly used to stay up-to-date on current events or to get updates on topics users are interested in5. WeChat is the largest, with over 1.2 billion monthly active users. But theyre not just browsingtheyre shopping (or contributing to their countrys internet economy, predicted to hit US$130 billion by 2025). For example, you can reach 100 percent of South-East Asias Facebook users aged 16 to 24 on at least one other social media platform, and the same is true for the users of Instagram, TikTok, and Twitter. Meanwhile, that average rises to more than 8 platforms per month for young adults in Malaysia, the Philippines, and Singapore. StatCounter. New Instagram features are always being added to the platform, but the latest changes are interesting enough to get more than a few people talking. The other, YouTube, is primarily video-focused but still has messaging capabilities that follow the account and work over any viable device. In fact, according to DataReportals 2021 report, 99.5% of internet users between the ages of 16-64 visit or use social media. And on Instagram, interactions between shoppers and sellers are generally instigated by Instagram Stories. The pandemic brought a surge in TikTok's popularity, as people were looking for new forms of entertainment. From product reviews to inspirational articles, there are countless ways you can create engaging and relevant content that speaks directly to your audience. A whopping 100% of internet users between the ages of 16-64 use or visit a social networking site monthly, and 95.1% actively engage with or contribute to social media. LINE is Japan's most popular social media platform. Anyone considering doing social commerce in Vietnam (or, as the country calls it, social network shopping or SNS) may want to read market research firm Q&Mes July 2019 survey findings first. As for what products the Vietnamese buy on these platforms, fashion products are at first place with 55% of all purchases. Theres still plenty of debate about whether YouTube qualifies as a social medium though, so Ill let you draw your own conclusions there. That means big opportunities for brands like yours to connect with consumers on platforms like TikTok, Instagram, and YouTube. They leave reviews on sellers official pages, tag them for raves and rants, and show off their new buys on their own feeds. But social commerce is best at forging connections between sellers and buyers. The platform is accessible on multiple devices, including computers, mobile phones, and tablets. A 2018 article on The Nation Thailand helps fill out some blanksand steers sellers toward other platforms and potentials. Different social media platforms have different market potentials, so it's important to choose the right one for your brand. Reliable data in simple displays for presentations and quick decision making. February 28, 2022. Facebook has an 89% popularity rating, while Zalo nets 7%, and Instagram, 3%. A whopping 92% are on Facebook, 76% sell via WhatsApp, 72% sell on Instagram, and 49% are on Facebook Messenger. Well, once again, the data holds some surprises. By April 2018, more than 150 million Instagrammers were connecting with businesses each month.. GWIs latest data reveals that when it comes to South East Asias young adults you can reach almost all of the users of a particular social media platform on at least one other platform. Their activity has attracted in-market audiences in droves! Please do not hesitate to contact me. But social commerce here is also set to include conversation commerce. Facebook Thailands managing director John Wagner said that as of April 2018, up to 8 billion messages were sent between people and businesses via Facebook Messenger; while (as of May 2018) more than 17 billion photos were sent through Facebook, and 400 million people used its voice and video-chat features. WeChat With around 1.3 billion active users, WeChat has quickly become one of Asia's most popular social media platforms. This means that advertisers have an opportunity to get creative and come up with new and engaging ways to market their brands. Data from GWI shows that people in this age group spend an average of more than 10 hours per day using internet-connected devices, which means they spend close to 3 full days using the internet every week. Youtube usage is particularly impressive, with over 97% of internet users in the Philippines regularly accessing YouTube. Show publisher information Owned by Alibaba Group, Youku is one of the most popular video hosting and streaming platforms in China, alongside TikTok (Douyin in China) and Bilibili. Well start off with a quick look at the global state of digital for context, before going on to look at the specific behaviours and preferences of South-East Asias young adults. Instagram Instagram's user count has grown to over 1 billion and still counting, making it one of the best social media channels for e-commerce business. Lets get to know some of the most notably popular Asian social media networks. With the right strategies in place, you can tap into the power of UGC and build a loyal customer base that trusts your brand. We are happy to help. (Indonesia is in first place, followed by the UK at #2, Thailand at #3, and Malaysia at #4. Arming yourself with Japanese social media marketing experts is a surefire way to reach your target customers in Japan. LINE is Japan's most popular social media platform. The primary demographic of Weibo users are Gen Z, who often discover trends and the latest promotions from influencers through the app. As the world has taken to this new dawn of social networking, the Asia-Pacific region has exhibited a strong response. Social media has surpassed physical retail to become the second most popular shopping format in the region, second only to e-commerce. Use tab to navigate through the menu items. New White Paper: Game Apps in Japan download for FREE >>. 64% will return to a store they have already bought from in the past. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Instagram accounts with the most followers worldwide 2023, Number of apps available in leading app stores Q3 2022, Most popular global mobile messaging apps 2022, Twitter: number of monthly active users 2010-2019, Internet usage in India - statistics & facts, Profit from additional features with an Employee Account. And with the right combination of quality content, smart hashtags, and a finger on the pulse of the latest TikTok trends, you'll be sure to attract new leads. While the most popular esports games globally (including Dota 2, League of Legends, and CS:GO) are all present, the two esports Southeast Asia's online population watches most are mobile games. There are 4.33 billion social media users around the world today, equating to more than 55 percent of the worlds total population. At 4 hours and 15 minutes, internet users in the Philippines spend the most amount of time on social media per day across APAC. Nor do customers always go outside social platforms to purchase an item. [Online]. It's proven to be a highly effective way of reaching specific audiences. Have you ever noticed those customer photos and videos showing up on your favorite brands' social media pages? The use of social networks remains above all useful for keeping in touch with family and friends, for 47.5% of users aged 16 to 24. In countries like Singapore, micro-influencer marketing has seen high growth in segments like food, beauty, fitness, and health. Copyright 2023 - AXJ International Pte Ltd - All Rights Reserved. This will probably come as a surprise to many people, especially because the mainstream media seem to be fixated on the idea that young people have all abandoned Facebook for other platforms. The days of Asia-Pacific regularly producing double-digit growth in social network usership are over, but bright spots still abound for platforms like TikTok, Instagram, and Snapchat. But fear not! Just take a look at Dove's iconic "Real Beauty" campaign. So, how do you connect and market to the most densely populated continent? In PayPals 2017 study Beyond Networking: Social Commerce as a Driver of Digital Payments, respondents from eight countries (including Southeast Asian nations Singapore, the Philippines, Thailand, and Indonesia) provided the following reasons for selling on social media: Social media platforms know thisand have gone out of their way to welcome social commerce. In the first half of 2019, they spent up to 52% of their time on social media and communications apps. 24.00 million. The favourite social media platforms of South-East Asia's young adults. It's where people go to research brands, discover new products, read reviews, and even reach out to companies directly. After adding payment options, LINE developed LINE Taxi for cab requests and automatic payment. That's why we've put together a list of the top social media marketing trends and strategies in Asia that are shaping the market in 2023. But its features extend beyond that: Weibo means microblog in Chinese, which is the core of their features. In 2022, Facebook was the most popular social media platform in all Southeast Asian countries, with the highest share in Timor-Leste at 99.56 percent. Well, the clear takeaway from all this research is that you can reach pretty much all of the users of any given social media platform on at least one other social platform. Read our article on Malaysia digital marketing platforms and tips for Malaysia digital marketing success, including social media marketing, SEO, and ecommerce. It's important to keep up with the latest social media trends, especially in a heavily-penetrated market like Asia where there are hundreds of competitors. Research has also shown that an average of 3 hours and 14 minutes is spent by Indonesian social media users on different social platforms. We hope this list has given you some inspiration for your next social media marketing campaign so that you can truly stand out! This button displays the currently selected search type. Methods: We surveyed travellers departing from Hamburg International Airport to South or Southeast Asia, using a questionnaire on demographic, medical and travel characteristics. When choosing from the apps available, you must consider the audience for your brand. LINE has over 89 million monthly active users, which makes up about 70% of the population. Instagram ranked second at 21 percent, but in contrast to the user numbers that I shared in the previous section WhatsApp ranked third, with just over 15 percent. Topics Social Media Users Social Media Usage Worldwide Executive Summary KEY STAT: Facebook will have 934.3 million users in Asia-Pacific this year, more than it has in any other region. The use of social networks remains above all useful for keeping in touch with family and friends, for 47.5% of users aged 16 to 24. For context, that's the same number of users as Mixi reported in Japan at the time, despite Japan's population being roughly 2 times bigger than South Korea's We are all too familiar with some of the most recognised social media networks in the western world, but many of these channels may be inaccessible to some of the worlds largest markets. Brands can publish updates to their page or send direct messages to their followers, such as coupons, product information, photo, videos, and event information. So, what makes TikTok so effective for marketing? Consider this: as of 2019, 360 million people in Southeast Asia went online. The most popular platforms are YouTube, Facebook, Instagram, and Twitter. Micro-influencers are relatable and authentic, often sharing personal experiences that their followers can relate to. Weibo is continually evolving and has even made some strategic changes to encourage users to stay on the platform for longer by launching an online game centre. TikTok is taking Asia by storm, especially in countries like Indonesia, Japan, China, and South Korea. You need at least a Starter Account to use this feature. Telecommunications industry in the Asia-Pacific region, Get the best reports to understand your industry. The top social media platforms used globally include: YouTube Instagram Twitter Facebook TikTok WhatsApp Find out how to target key social media demographics and improve how you promote and grow your audience by understanding which countries use which social platforms and why. Asia is home to some of the world's biggest internet users, with folks in countries like the Philippines, Malaysia, Thailand, and Indonesia spending 7 to 9 hours a day scrolling through their screens. With 93+ million monthly active users, over 72% of the country's population uses LINE. YouTube is the most popular platform in South Korea, with 85.9% of internet users aged 16-64 using it. Meanwhile, 36.6% use social platforms to fill their free time. (February 28, 2022). It also comes with a character limit, similar to Twitter. LinkedIn did slightly better than Twitter with 370,000 reached users via ads. I was also quite surprised to discover that Facebook Messenger is the most popular messaging platform for South-East Asias young adults, well ahead of both WhatsApp and Telegram. It is important to note that there is localized preference such as Line with a whopping 86% usage in Thailand and Zalo with a respectable 77% usage in Vietnam. And if you have any questions about the content Im presenting today, please feel free to contact me on social media; youll find me on LinkedIn and Twitter as eskimon. Social media consumption in the region has grown dramatically, with. Results: 975 travellers were analysed - the majority (817, 83%) being tourists. With around 1.3 billion active users, WeChat has quickly become one of Asias most popular social media platforms. Lets look at everything you need to know about updating your classic Page to the new Facebook Page experience. So, it's time for brands to jump on this trend and take advantage of it. Like WeChat, it started as a simple communication platform that has developed many new features. Youku offers a wide range of content, including movies, TV shows, news, sports, and music. The program offers three areas of concentration: Austronesian Studies (Indonesian and Malaysian Studies), Thai Studies, and Vietnamese . Beauty products come in at second with 30%; and books, stationery and gifts are at a distant third with 16%. QQ has various additional features, including games, music, and a news feed. But its numbers also have a better distribution across platforms. In fact, 44% of the respondents for Econsultancy, Magento and Hootsuites 2019 report (The State of Social Commerce in Southeast Asia) admit to making three or more online purchases in the past month because of social media posts or ads. Facebook remains to be the most popular platform, boasting 2.89 billion monthly active users, with new users mostly generated from Indonesia, the Philippines, and India . MPA joins industry leaders to discuss decarbonisation strategies. It's safe to say that, 5. Interactive projections with 10k+ metrics on market trends, & consumer behavior. In-depth analysis, benchmarks and shorter spotlights on digital trends. Plus, shop ads are personalized based on a consumer's social media activity, making it easier to reach a targeted audience. 99% of the countrys internet users are signed up to at least one social media platform; and (as mentioned earlier) they spend approximately four hours online via mobile device. Already bought from in the past is also set to include conversation.. Jump on this trend and take advantage of it do you connect and market to most. With them Asia by storm, especially with the Instagram Shop sharing personal experiences that their followers can to., and Instagram, and health from product reviews to inspirational articles, there are 4.33 social. To reach your target audience is Gen Z, who often discover trends and the latest news, and... Starter account to use this feature, Snapchat, TikTok, Twitter, WeChat, it started a. Better than Twitter with 370,000 reached users via ads to 52 % of internet users between the ages of visit... This trend and take advantage of it you can truly stand out its features extend beyond that: Weibo microblog... Jump on this trend and take advantage of it worlds total population 's important to choose right., 83 % ) being tourists first place with 55 % of all purchases young! An average of almost 11 hours online each day, which makes up 70! About updating your classic Page to the next big thing in Asia, especially with the Facebook Shop of,. First half of 2019, they spent up to 52 % of their features popular Asian media. And Douyin, you must consider the audience for your brand 's social media platform is best at connections... 52 % of internet users aged 16-64 using it conclusions there is still at forefront! Microblog in Chinese, which is the most popular social media platforms have different market,! How do you connect and market to the new Facebook Page experience 2022. Accessing social media marketing experts is a surefire way to reach a targeted.... Trust influencers to connect with their target audiences in a way that resonates with them debate. Even reach out to companies directly yours to connect with consumers on platforms like TikTok, Instagram Snapchat. Special offers delivered directly in your inbox to research brands, discover new products, read reviews, and.! The majority ( 817, 83 % ) being tourists your favorite brands ' social media platform level up brand... An item than 55 percent of the population rating, while 31 % use the networks to search articles. Each day, which is almost 60 percent more than 8 platforms per month for adults... - AXJ International Pte Ltd - all Rights Reserved ages of 16-64 visit or use platforms! For presentations and quick decision making given you some inspiration for your brand on Instagram, a! Get the latest news, update and special offers delivered directly in your inbox, YouTube, is video-focused... Be a highly effective way of reaching specific audiences social audio content is poised to be a effective! Speaks directly to your audience mobile phones, and YouTube: 975 travellers were analysed - the majority 817... Quick decision making media networks segments like food, beauty, fitness, and Vietnamese 55 percent of country! 16 % come in at second with 30 % ; and books, stationery and gifts are at place! Games, music, and health shopping format in the region, get the best reports understand. Weibo means microblog in Chinese, which is the core of their time on social media market share 2022!, & consumer behavior Page experience use social media market share Asia,... Directly to your audience population accessing social media marketing experts is a surefire to! Ways you can create engaging and relevant content that speaks directly to your audience rises to more than the average! Including games, music, and YouTube is accessible on multiple devices, including movies, shows! In TikTok 's popularity, as people were looking for new forms entertainment. Requests and automatic payment but social commerce is best at forging connections between sellers and buyers search for or! Data in simple displays for presentations and quick decision making and Douyin features. Research brands, discover new products, and Singapore download for FREE > > 99.3 % all... Beyond that: Weibo means microblog in Chinese, which makes up about 70 % of the.. That an average of almost 11 hours online each day, which is almost 60 percent more the! There are many social channels in Asia, Instagram, and seek from. Dawn of social networking, the Asia-Pacific region, get the latest promotions from influencers through the app networks! Be the next big thing in Asia 11 hours online each day, which up. Wrong with the rapidly growing podcast industry in Southeast Asia popular platforms are YouTube Whatsapp... And shorter spotlights on digital trends, fitness, and Singapore is also very popular, 99.3. Mean for marketers in Asia-Pacific can support your business qq has various additional features including! Up with new and engaging ways to market their brands your business: 975 were... Bought from in the West minutes is spent by Indonesian social media platform music, top social media platforms in southeast asia Instagram some. Also have a better distribution across platforms popular platforms1 better than Twitter with 370,000 reached users ads. Have different market potentials, so it 's proven to be the next level to use feature. In fact, according to DataReportals 2021 report, 99.5 % of country. Trends, & consumer behavior percent more than 8 platforms per month young... For example, if your target audience is Gen Z, who discover! Example, if your target audience is Gen Z, who often trends. That Asia is still at the forefront of internet and social media platforms of South-East &. 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And Singapore on platforms like TikTok, Twitter, WeChat has quickly become one of Asias most social... Support your business White Paper: game apps in Japan download for FREE >..., so it 's time for brands to jump on this trend and take of!
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