5th annual edition has more data and insights for marketers than ever
The Asia Digital Marketing Association (ADMA), in cooperation with
leading digital marketing companies and researchers, has published the
5th annual Asia Pacific Digital Marketing Yearbook. This edition has
expanded market-by-market sections with the inclusion of social media,
as well as online demographics, user behaviour, online advertising,
mobile and e-commerce. The Yearbook is compiled for use by marketers,
advertisers, agencies, and anyone looking to maximise the digital
potential of their business in the region..
The Yearbook is available now in an 98-page printed edition for
members, and as a free download at http://www.asiadigitalmarketingyearbook.com.
“The online opportunity in Asia Pacific in 2011 has reached scale, and
marketers can now deliver significant business results. Engaging
consumers online and joining conversations was only the start,” says
David Ketchum, ADMA Chairman. “Measuring impressions, ‘likes’
click-throughs, cost-per-click and email open rates are still useful
metrics, but marketers are increasingly actively influencing and
enabling purchases. Digital drives e-commerce and offline retail sales,
generates sales leads, increases a brand’s net promoter scores and
makes a significant contribution to CRM.”
Statistics and insights from the Yearbook reveal these trends :
In 2010, Asia Pacific had more than 825 million internet users, 42% of
the global total.
21.5% of the region’s total population is online, with 700 million more
to be added by 2015.
Massive mobile penetration and widespread broadband availability are
also significant growth factors.
The influence of the web on purchasing behaviour is growing. For
• 65% of consumers use online services to locate nearby products and
• 26% of mobile users say they will use their mobile device in-store
to research products and prices.
• 35% of Asia Pac consumers say that more than 10% of monthly shopping
expenditure is done online.
• Taiwanese internet users spent an average of US$4,041 online in the
past 12 months, and the Chinese were second with US$2,557.
• E-commerce sales (excluding travel) hit US$156.9 billion in the
region in 2010, and are expected to grow to over US$250 billion in 2012.
• The web’s travel sector is red hot, with US$15.4 billion in revenue
in China in 2011, and US$4 billion in India.
• Online music sales are up 28% YOY in the region to US$7 billion.
This Yearbook is designed to help marketers see beyond the use of
digital technologies and get real insights that will help them focus on
The Yearbook, compiled by editor Rachel Oliver, from government,
industry, company and research data, is the single most comprehensive
digital market source available.