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Online Lead Generation in Asia

Asia and the Internet

Asia is the largest continent in the world and has the largest population. Covering an area of 17.2 million miles Asia has a population of almost 3.9 billion people. Asia has the second largest economy in the world after Europe in terms of nominal GDP but the largest in the world in terms of purchase power parity. The continent of Asia contains more than half of the world’s total human population (56%) and 932 million internet users which represents 44.2% of all internet users worldwide. The largest Asian economies are widely accepted to be China, Japan, India, South Korea and Indonesia. The largest in terms of GDP (PPP) per capita is Singapore.

Internet Users in Top Asian Internet Markets Ranked by GDP (PPP) Per Capita


Countries


Population


GDP
(PPP) Per Capita


Internet
Users


Internet
Penetration


Mobile
Users


Singapore


5,183,700


$59,936


3,598,074


70.00%


7,289,000


Japan


127,960,000


$34’362


102,063,316


80.00%


121,246,700


South
Korea


48,875,000


$31,753


40,708,389


83.70%


47,000,000


China


1,336,718,015


$8’934


485,000,000


36.3 %


975,700,000


Indonesia


245,613,043


$4,657


39,600,000


16.1 %


250,100,000


India


1,189,172,906


$1’527


100,000,000


8.4 %


893,843,534

It appears that there is some kind of relationship between GDP and internet penetration suggesting lead generation content can achieve further reach in Asian markets with the highest GDP. However, there appears to be more internet and mobile users in the markets with a lower GDP although this can be explained by the higher total populations in these markets. Never the less, these markets provide much larger total exposure for any internet marketing campaigns and would suggest the promotion of high value low cost products and services.

Social Media Users in Asia

Indonesia and India have the highest Facebook penetration rates in the largest Asian markets with Indonesia well above saturation. The top Facebook brand in Indonesia is Surfer Girl, a female online surfing shop operating in Indonesia, Netherlands, Korea and Taiwan. Surfer Girl sells women’s summer clothing and accessories.


Country


Facebook
Users


Penetration
of Online Population


Facebook
CPC (average)


Singapore


2,588,680


70.76%


$0.37


Japan


6,767,860


6.83%


$1.22


South
Korea


5,701,820


14.46%


$0.47


China


485,340


0.12%


$0.23


Indonesia


43,060,360


143.53%


$0.16


India


43,497,980


53.70%


$0.26

The Facebook average CPC is much higher in Japan than in the other four countries quite possibly because of the sheer difference in GDP between Japan and the other Asian countries. Well planned lead generation campaigns in Japan could achieve great success if the products and services are relevant to consumer interest. Top Facebook brands in Japan are Honda and Satisfaction Guaranteed, a Japanese clothing line by Zazzle. Interest in Satisfaction Guaranteed appears to be very high with a fan growth of 4,924 Facebook users every day. Singapore appears to offer great value with Facebook CPC at just $US0.37 and with the highest GDP in the group.

Daily Unique Visitors to Social Media Sites in the Top Asian Markets

The Japanese appear to prefer You Tube to Facebook with more than double the number of daily unique visitors to You Tube than to Facebook. There appears to be some relationship between GDP and Linkedin use with the lower GDP countries visiting Linkedin much more often than Japan and South Korea. This is further supported by the fact than even though the Indian total population is higher than Japan there are 2 million less internet users in India than Japan. Linkedin is primarily used for business profiles and networking which suggests that Indian internet users are heavily into developing internet profiles and taking part in online jobs.


Countries


Facebook


Twitter


You
Tube


Linkedin


Singapore


1.5
million


70,000


1
million


50,000


Japan


5
million


3
million


12
million


30,000


South
Korea


1.5
million


300,000


1.2
million


15,000


China


100,000


35,000


80,000


70,000


Indonesia


4
million


400,000


1.5
million


75,000


India


11
million


300,000


7
million


600,000

China has become known for its internet censorship and internet user monitoring practices. The Golden Shield Project, otherwise referred to as the Great Firewall of China, is the government’s complex set of regulations and laws governing what is and what is not allowable on the internet in China. Consequently, you will see extremely low levels of activity across the main social media websites compared to other countries in the region, apart from Linkedin, even though China’s internet population is five times that of India.

Top Search Terms in Asia

The top search term in Japan is “ 動画”which translates from Japanese into “youtube”, followed by “yahoo” and then “youtube” spelt in English. It is important to note that the preferred search language appears to be Japanese which suggests that lead generation websites may benefit from being in both English and Japanese versions. Amongst the top search terms in Singapore are “facebook”, “youtube” and “download”. The top search term in South Korea is “Naver” and “torrent” spelt in Korean. Naver is a South Korean search portal, news and email service provider. Torrent is a file download service. South Korea has one of the fastest internet speeds in the world according to the majority of reports and real time speed tests which means they are able to consume a wide variety of rich media content. India appears to have an interest in network marketing and may respond well to lead generation content related to online opportunities and internet freelance work.

Search Engine Market Share in Asia


Country


Google


Yahoo


Bing


Baidu


Other


Singapore


79%


14%


3%


0%


4%


Japan


47%


46%


2%


0%


4%


South
Korea


85%


11%


0%


0%


4%


China


43%


2%


4%


41%


10%


Indonesia


92%


4%


1%


0%


4%


India


97%


1%


1%


0%


2%

Search engine market share is dominated by Google except in China and Japan where Baidu and Yahoo respectively are almost equal to Google in terms of market share. Yahoo also has a higher than average market share in South Korea and Singapore at 14% and 11% respectively.

Music Video Streaming in Asia

A recent report by the Nielsen Company revealed that consumers in South East Asia were prepared to view advertisements in exchange for free music on their PC or mobile device. The study also highlighted the higher than average consumption of music videos on social media sites such as Facebook and You Tube. An average of 39% of internet users claimed that they watched music on the two social media sites while the international average stands at 21%. This is helpful information for those wanting to embark on lead generation in Asia who can offer the free streaming of music while introducing lead generation content for topics of interest such as Honda or Tata motor car sales, clothing and internet based job opportunities. Mobile applications must be an integral part of any lead generation campaign and they must have the full complement of social media interactivity.

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