hong-kong digital ecosystem by l'atelier bnp paribas
DESCRIPTION
Social media, eCommerce, online population, usages : all you want to know about the relationship between these Asian islands and the digital waveTRANSCRIPT
Hong Kong:Digital Landscape
Overview
1. Internet and Mobile users2. Social Media3. E-Commerce
Source Photo : http://afphongkong.afpnet.org/
Hong Kong: Overview
7.153,5519 Million People
• 5.329,372 Million Internet Users • 74.5% : Internet Penetration
• E-commerce Market Size : 1.54 Billion Euros
• M-commerce Market Size : 0.63 Billion Euros
Source: Internetworldstats
%
Smartphone
62%
2013
2012
Hong Kong: Overview
Source: Nielsen
2013
Tablet
36%
58%
2012
Desktop PC
2012 2013
85%
Laptop
78%
67% 80%
89%
2012 2013
I. Internet and Mobile Users
I. Internet & Mobile UsersFew numbers
0
25%
43%
2
24%
31
South Korea
Japan
50%
75%
100%
Hong Kong
High broadband connectivity (>100 Mbps)
0
25%
43%
2
24%
1
South Korea
Japan
50%
75%
100%
Hong Kong
Average Peak Connection Speed by Country
4
Hong Kong is ranked 3rd highest broadband connectivity, and 1st average connection speed in the world.
Source: Akamai Technologies
I. Internet & Mobile UsersWho are they ?
17.3% 28.4% 26.4% 20.0% 7.8%
15 - 24
24-34 35-44 45-54 55+
AGE DEMOGRAPHIC % BREAKDOWN % of online Hong-Kongese
30% 27.2% 21.7% 14.2% 5.5%
2,552,769.02,776,602.0
52.1% 47.9% 51.7%
48.3%
Source: The Global Media Intelligence Report Asia Pacific: July 2011
I. Internet UsersWhy do they go online?
Express thereself
Meet new people
Organize their life
Play games
Update friends on their life
Education
Videos, TV Shows, Movies
Entertainment
Research for work
Research/find products to buy
News events
0 5 10 15 20 25 30 35 40 45 50
Why Hong Kongers go Online
I. Internet & Mobile Users
Source: Global Index
I. Internet UsersWhen are they using internet and mobile Apps?
I. Internet & Mobile Users
At home 35%
1
During transportation 17%
2
While Waiting 12%
3
Source: Nielsen
I. Internet UsersWhen are they using internet and mobile Apps?
0
40
30
20
10
43%
In transportation
24%
While Waiting
At work
11%
Watching TV at home
Free time at home
6%
Before sleep
5%
Other Free time
2%
Gathering with family/friends
Occasion of using internet mobile/tablet Apps
6%7%
6%7%
16%
30%
40%
9%
8%
9%
Mobile Apps
Tablet apps
I. Internet & Mobile Users
Source: Nielsen
I. Internet UsersWhat are they doing
Booking/buying travel items
Booking/buying event or movie tickets
Buying items online
Posting on forums
Banking/Bill payment
Playing games
Sporting news, information, results
Connecting/Interacting with companies via SN sites
Watching online video
Travel/transport info
Browsing other people's post, photos, messages
Updating SN profile
Maps/directions
Instant messaging
Weather
News
Conducting a search
29%
32%
45%
46%
42%
45%
43%
42%
62%
54%
64%
60%
59%
48%
58%
72%
68%
74%
21%
26%
31%
34%
35%
36%
39%
43%
48%
52%
67%
69%
69%
71%
76%
77%
78%
79%
Hong Kong Mobile and Tablet Users Online Activity
Mobile
Tablet PC
I. Internet & Mobile Users
Source: Nielsen
I. Internet UsersWhere are they looking ?
Hong Kong Top Sites
8.27%
Yahoo! Hong Kong
3.93%
2.05%
Yahoo search
4.74%
Youtube
2.58%
Google Hong Kong
1.56%
I. Internet & Mobile Users
Source: Experian Hitwise, jan 2012
I. Internet UsersWhat are they doing on their Mobile?
I. Internet & Mobile Users
SMARTPHONES
CELLPHONES
Cell phones uses:1:Play pre-installed games
2:Bluetooth3:Listening Radio
4:Organizer5:Surfing Web Pages
6:Text alert7:Taking Videos
Smartphone uses:1:Surfing Web Pages
2:access Social Network3:Play pre-installed games
4:Bluetooth5:Organizer
6: E-mail7:Listening Radio
Both uses1: Text
Messaging2: Photos
3: MP3
Source: 2010 Nielsen Media Index
I. Internet UsersIn the meantime?
I. Internet & Mobile Users
Transmedia Consumption
19%
24%
12%
37%
75%
@
@
Watch TV and Use Internet
Use Internet andlisten to the radio
Watch TV and Listen to the
Radio
Never in the same time
Source: Nielsen
I. Internet UsersHow often are they online ?
Video/Audio Video Audio0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Portion of digital consumers who access audio-visual content
Weekly or more oftenMonthly or more oftenLast 12 Months
I. Internet & Mobile Users
Source: Nielsen
I. Internet & Mobile UsersWhat about Online Videos?
1At Reaching Web
population
2 At Videos and
Hours per Viewers
5At Unique Viewers
HK OV RankingPLAYERS
ChinaJapan
AustraliaMalaysia
Hong KongSingapore 43
Source: Comscore, Wikipedia
“Online video viewing has become nearly synonymous with Internet usage in Hong Kong.” Victor Cheng, Comscore director for Hong Kong
I. Internet & Mobile UsersWhere is HK compared to other countries?
0
25
43%
24%1
Japan
50
75
100
Online Video Viewing by Markets July 2010
1
1 1 1 1
200
1 1 1 1 1 1
Australia Malaysia Hong Kong
SingaporeChina
Unique Viewers (000)
% Reach Web Pop
Videos per viewers
Source: Comscore, Wikipedia
I. Internet & Mobile UsersHow long are they watching videos?
0
5
43%
24%
7.5
Japan
10
20
15
Online Video Viewing by Markets July 2010
24
Australia Malaysia Hong Kong
SingaporeChina
Hours per viewers
16.8
7.14.6
12.7 10.4
1st
2nd3rd
Source: Comscore Video Metrix 2010
I. Internet & Mobile UsersWhich Channels are they using?
Major Video channels
Google sites Facebook.com
YoukuYahoo sites
Television broadcastTudou
Source: Comscore Video Metrix 2010
I. Internet UsersRandom Fact
Source : http://econsultancy.com
Internet usage in Hong Kong is particularly high among those aged 12 to 44 with over nine in ten accessing the Internet on a monthly basis.
There are more than 10,300 public Wifi Hotspots around Hong Kong.
Hong Kong fixed broadband penetration rate is among the highest in the world. The city is one of the leader in FIFTH technologies
I. Internet & Mobile Users
Photo: Traveling.org
Source: Comscore Video Metrix 2010
II. Social Media
II. Social MediaWhat are Social Media in Hong Kong?
54.5%of population on Facebook
3.5 Million Unique visitors on Youtube with a 67.4% Reach
5.1 Million Unique visitors on Linkedin with a 10.1% Reach
Less than 1% of population on Twitter
Source: Socialbakers, Marketingweek
II. Social MediaWho are the top 5 Media Channels?
Facebook ,5.300m pages views 77.1% Reach
Youtube, 650m pages views 63.4% Reach
Blogspot, 24m pages views 39.4% Reach
Wikipedia, 54m pages views 38.9% Reach
Twitter, 5.7m pages views 6.4% Reach
Source: Burson Marsteller Asia Pacific
II. Social MediaWhat about top SNS Websites?
84.5%
77.1%
63.4%
47.8%
39.4% 5
4
1
2
3
Top 5 Websites (% Reach)
Source: Burson Marsteller Asia Pacific
II. Social Media
Watching an online video about a product/service
Connect with/interacting with organisations/companies
Using sharing buttons to share content such as news articles
Reading blogs
Sending/sharing links via social networking sites
Posting on online forums/message boards
Posting/uploading/sharing photos
Reading online forums/discussion boards
Uploading photos on social networking sites
Clicking the facebook 'like' button for a brand or organization
Reading other people's comment about brands/products/services
Updating your social networking profiles
Wall posts/ status updates/group messages via social networking sites
Private messages via social networking sites
Brownsing other people's posts, photos, messages etc.
71%72%74%75%76%76%76%77%77%79%80%
86%87%87%87%
Top 15 activity driven by 15+ consumers
Going on Social Media, what for?
Source: Global Index
III. Social Media
28%
12%
8%7%
7%
6%
6%
4%
4%
4%
3%2%
2%2%1% 1% 1% 1% 1%Stay in touch with friendsShare my opinionFill up spare timeShare contentResearch to buyPromote somethingMeet new peopleEntertainmentUpdate friendsTalk about brandsExpress myselfResearch how to do thingsI feel like I have toResearch for workTake on different personalityNetworking for workEducationFind music
Why joining SNS?
Source: Comscore, Global Index
III. Social MediaInstant Messaging?
Hong Kong Internet Users Spend Twice as Much Time on Instant Messengers than counterparts in the Asia-Pacific Region.
Will Hodgman, comScore executive vice president for the Asia-Pacific region stated that “an average Hong Kong Internet user spends more than 25 hours online per month, making it one of the most engaged Internet markets globally. Although Hong Kong is a smaller Internet market in Asia, its highly engaged and affluent audience makes it especially valuable to advertisers and publishers.”
2 Top Popular Messaging
Source: Comscore
Messenger & Skype
III. Social MediaBlogs?
Male50%
Fe-male50%
2 Top Popular Blogs
From 2009 to 2010, there has been a 42% increase in the rate that Hong Kong Internet users from the 'Silver Hair' generation (those aged between 50 and 64) contributed to blogs and forums.
Source: Comscore Synovate
III. Social MediaWhat motivates Bloggers in Hong Kong?
Research how to do thingsI fell like I have to
Take on differnent personalitymeet new people
networking for workEducation
Find musicorganize my life
To talk about brands/productsResearch/find a new product to buy
Stay up to date on news/eventsPromote something
Research for workFill up spare time
EntertainmentShare my opinion
Express myselfShare Content
Keep my friends up to date with my lifeStay in touch with friends
0.00% 5.00% 10.00% 15.00% 20.00%
Drive to blogs in %
Source: Comscore
III. Social MediaExtra facts
The average internet user in Hong Kong watches more than 147 online videos per month = 12h of online video every month
50% of people in Hong Kong have made a purchase based on a Blog review
85% of Hong Kong’s Smartphone owners use Mobile apps while commuting
Time spent on Instant Messenger accounts for nearly 16% of total time online.
Source: Hong Kong BusinessPhoto: CK17
III. E-commerce
III. E-commerceHow is E-commerce doing in Hong
Kong?
Hong Kong is one of the most connected city in the world ( Ranked 2nd).
Paradoxically it is the smallest player in term of E-commerce and M-commerce in APAC (Ranked 5th)
Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013”
%74.4%
1.2%
M-commerce/ E-commerce penetration
Mobile / Internet Penetration
0.5%100%
No 2
By l’Atelier
I. Internet UsersWhere is Hong Kong compared to
others?
APAC E-commerce/M-commerce comparison
III. E-commerce
43%
9%
E-commerce
M-commerce
China
Japan
South Korea Taiwan
Hong Kong
Hong Kong Ranking
5/5
5/5
III. E-commerceWhy such a Lack of E-commerce in Hong Kong?
Local Attitude
Labor
Proximity
Source: Advits Digital
Condensed city= People like to be outside of there apartments
Proximity
HK is a small place, with one of the most efficient public transportation system in the world + Cheap taxis + Free delivery when offline shopping
Cheap labor cost = No need to reduce cost with e-commerce + Strong local employment
Labor
Local Attitude
99%
1%
Sales by format
OfflineOnline
III. E-commerceInteresting Online 2 Offline dynamic
Hong Kongers do not pay online, but search for online good deals that they can purchase offline.
Finding good deals online
Then go outside to meet the person, and
pay for the good
$$$$$
Online Offline
Source: CCN Travel Hong Kong
III. E-commerceExtra facts
Hong Kong ranks first as the most highly penetrated online banking market in the Asia Pacific region
Photo Source: www.gentside.com
Top online banking sites are HSBC, Bank of China (Hong Kong) and Standard Chartered
Source: Nielsen's research, Comscore
L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | ChinaT 86 21 62 81 85 33 | www.atelier.net | [email protected]