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Online Lead Generation in South East Asia

The Internet in South East Asia

South East Asia is a subcontinent located south of China, east of India and west of New Guinea. South East Asian countries are also north of Australia, have a combined population of 620 million people and cover an area of 1.9 million square miles. South East Asian economies have historically been keen suppliers of spices such as nutmeg, ginger, pepper and cloves but are now renowned for the manufacture of textiles, high-tech electronic goods such as microprocessors and automobiles. Indonesia is now the largest economy in South East Asia. In terms of internet users the Philippines lead with 24.9 million online followed by Indonesia with 22.2 million people online. In terms of internet penetration Singapore is way ahead of the other countries listed with a 70% penetration. Indonesia appears to be way ahead of the other South Asian countries in terms of Facebook penetration with a 143.53% penetration rate.

Internet Penetration in South East Asia Ranked by GDP (PPP) Per Capita


Country


Population


GDP
(PPP) Per Capita


Internet
Users


Internet
Pen.


Facebook
Penetration


FB

CPC


Singapore


5,183,700


$59,936


3,598,074


70%


70.78%


$0.39


Brunei


401,890


$49,517


197,514


50%


73.36%


$0.15


Malaysia


28,318,000


$15,578


15,635,925


55.3%


72.58%


$0.17


Thailand


64,964,000


$9,693


14,063,287


21.2%


78.27%


$0.14


Indonesia


240,271,522


$4,668


22,110,119


9.1%


143.53%


$0.14


Philippines


93,983,000


$4,111


24,975,044
               


25%


92.91%


$0.12

Facebook and Social Media in South East Asia

The top Facebook users in the South East Asian countries covered in terms of user engagement come from Thailand with 10.2 million unique visitors from the country visiting Facebook every day. This figure is 74.5% of the number of actual Facebook members in total indicating that the majority of Facebook users in Thailand check Facebook daily. Thai internet users also account for the highest number of You Tube visitors daily with 5 million unique visits to youtube.com every day. This figure appears even more impressive when one considers that Thailand is 4th in terms of absolute internet users. LinkedIn is dominated by Indonesia and the Philippines with 80k and 60k unique visitors every day. These two countries also lead in terms of Facebook penetration which may suggest they use Facebook for business networking purposes as LinkedIn is primarily a social network for professional profiles, especially regarding IT and internet related services.

Unique Daily Visits to Social Media Sites


Country


Facebook


Twitter


You
Tube


LinkedIn


Singapore


1.5
million


70,000


1
million


50,000


Brunei


55,000


n/a


30,000


n/a


Malaysia


5.2
million


100,000


2
million


45,000


Thailand


10.2
million


150,000


5
million


18,000


Indonesia


4
million


400,000


1.5
million


80,000


Philippines


5.2 million


150,000


1.5
million


60,000

Top Facebook Properties in South East Asia

Indonesia is 3rd in the world in terms of Facebook member numbers and well above saturation point regarding Facebook penetration (143.53%). Then top Facebook brands in Indonesia are Surfer Girl, Chocolatos and Blackberry. Surfer Girl is a girls-only clothing label and Chocolatos is a brand of chocolate snack. Blackberry is reported to be Indonesia’s preferred choice of smartphone and reports credited the surge in smartphone acquisition in Indonesia to highly active social media users needing mobile connectivity across all of the social media platforms. The top Facebook properties in Thailand are GTC and Blackberry. GTC is a Thai studio which produces local films in high quality. Top Facebook properties in the Philippines include Nescafe and Smart Communications, a popular wireless services provider specialising in mobile commerce systems and payment gateways as well as mobile device sales. An interest in the Starbucks coffee brand suggests a keen interest in hot beverages.

Search Engine Market Share and Search Trends in South East Asia


Country


Google


Yahoo


Bing


Other


Singapore


79%


14%


3%


4%


Brunei


88%


6%


4%


2%


Malaysia


86%


8%


3%


3%


Thailand


91%


1%


2%


6%


Indonesia


92%


4%


1%


3%


Philippines


85%


12%


1%


2%

Search engine market share in South East Asia is unsurprisingly dominated by Google with Singapore and the Philippines showing higher than average yahoo market share at 14% and 12% respectively.

Search trends in Singapore according to Google are “facebook” and “youtube” with the quickly rising search terms “groupon” and “iphone 5” demonstrating advanced internet consumers accustomed to group buying activity and an advanced mobile technology appetite. Top search terms in Indonesia are “facebook”, “download” and “lagu”, which means “song” in Indonesian. The downloading of songs is very popular in Indonesia especially for Indonesian music and mobile users often download music from there smartphones.

Smartphones and Mobile Internet

A recent Yahoo survey looking into internet access via smartphones reported that Vietnam spent the most in South East Asia on smartphone internet access, spending an average of $US24 a month. The average cost of the smartphones used were reported to be between $US96 and $US192, while mobile internet users in Vietnam are said to account for one-third of all internet users in Vietnam. According to Yahoo research Vietnamese smartphone users access the internet from their smartphones to chat, check emails and also browse the web. This is unlike most other countries in the region where smartphone users typically use smartphones to access social media sites. Google’s Android operating system in conjunction with mobile phone manufacturers have seen record sales growth in the South East Asian region with increases reported as high as 1000% during 2011. Android devices alone are reported to account for 40% of the smartphone market in the region. Malaysia has topped the number of web pages viewed by mobile devices in the region with more than 115 million page views every month and Malaysia passed mobile penetration saturation point in 2010.

Lead Generation Insights

Singapore leads South East Asia in terms of Broadband penetration with a broadband penetration rate of 21.8% while mobile penetration sits at 106% with 30,379,000 mobile subscribers. Since the browsing and product preferences of South East Asian internet users seem to revolve around the downloading of music videos and lyrics, telecoms advancement and clothing, it would be a good idea to explore lead generation in these areas. Lead generation campaigns should be heavily geared towards smartphone users by integrating mobile apps for each campaign with social media connectivity.

Spread the Word!

Internet Usage in Indonesia

Internet Population: 30,000,000
GDP Per Capita: $4,380
Internet Market Potential (GDP*Users/million): $131,400 million
Internet Advertising Market Size:

Search Engine Market Share in Indonesia

Search Engine Market Share: Google 95.99%, Yahoo 2.41%, Bing 1.03%, Ask Jeeves 0.49%, AVG Search 0.05%

Mobile Users in Indonesia

Mobile Users: 159.248 million

Social Media in Indonesia

Facebook Users: 36,604,760
Facebook Penetration: 15.07%
Average CPC on Facebook: $0.37
Worldwide share of Twitter Users: 2.34%

10 Most Popular Sites in Indonesia

1. Facebook.com
2. Google.co.id
3. Google.com
4. Blogspot.com
5. Yahoo.com
6. Kakus.us
7. Youtube.com
8. Wordpress.com
9. Twitter.com
10. 4shared.com

Online Marketing Resources in Indonesia

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia
http://www.jakartaupdates.com/1327-04/indonesian-business-spend-usd-40-million-a-year-in-online-advertising
http://www.admaxnetwork.com/news_press/259_online-ad-spend-in-asia-pacific.php