SOUTH-EAST ASIA’S 1 YEAR TREND:

SOCIAL MEDIA’S

GROWING PAINS

Social media gets bigger and more complicatedSocial media gets bigger and more complicatedSocial media gets bigger and more complicatedSocial media gets bigger and more complicated

More companies invested in managing their own social

media profiles

23% of digital time spent is social now

39m pages viewed monthly

Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are Hi Shameful, can you do magic? (Not all brands are ready for social media)ready for social media)ready for social media)ready for social media)

Paradigm mall responds cheekily and got lashed out by public over it’s social response.

Lack of conscious understanding of language and maturity in response.

Clients are asking for more accountability on Social Clients are asking for more accountability on Social Clients are asking for more accountability on Social Clients are asking for more accountability on Social spacespacespacespace

click on a graph

to view it

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clicking on another)

TREND OF LIKES & COMMENTS FANS POST TRENDFAN TRENDPOST FORMAT SCORE TRENDKPIGENERAL PAGE INFO

MESSAGES TYPE OF ENGAGEMENTFANS LANGUAGEPEAK OF FANS FANS GENDER PROFILEPEAK OF POSTSPOSTS AVERAGE LIFE TIME

ACTIVE USERS

KEYWORDS

ENGAGEMENT RATE TREND

ENGAGEMENT RATE/CM POST

TALKING ABOUT TREND

QR CODE REWARDS

DIGITAL STAMPING

QR Code adoption is increasing, with Japan and Korea leading

Source: GWI (Wave 6)

Southeast Asia markets are slowly but surely embracing it.

QR codes in advertisements are increasing in Indonesia, Thailand and Singapore

QR codes are now gateway to collating loyalty points via mobile apps

Digitalised way of collecting loyalty points

Since Nov 2011, launch of apps like Perx, PointPal, Squiryl, GSpot and Hachicode record and consolidate loyalty points from selected merchants

Reputable merchants have come onboard, including Subway, Coffee Bean and Salad Stop

RETURN TO

NOSTALGIA

Revival of the pastThe tsunami in Japan, floods in Thailand and Philippines, typhoons in Taiwan… We just want to hide away to a happier more comforting time.

Communities forming to preserve sites either by protesting or taking photographs for archiving

Proliferation of photo apps that make photos look like days of yore, like Instagram, Nostalgio, 8mm Vintage Camera, PhotoBooth and Asia-created apps like Mei Tu

Resurgence of cycling and bicycles, with bike events and lifestyle shops popping up

Events centered around the 80s, featuring past toys, stationary and books.

Instagram’s popularity surged by 8,121% in Singapore and 132 % in Hong Kong.

CONTENTBECOMES CHEAPER

AND AUTHENTIC

Viral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funnyViral appeal of the cheap, fast, authentic and funny

Source: Youtube, https://www.facebook.com/pages/Malaysia-Viral-Videos/335900156449595

My Generasi generated 1.74mil views so far

Only in Malaysia generated 2.84mil views so far KFC video generate 462k views

Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) Sexy & I Know It (Hakka) generated 940k views

Everyone is Everyone is Everyone is Everyone is a producera producera producera producer

The good, the The good, the The good, the The good, the bad, the uglybad, the uglybad, the uglybad, the ugly

Content x Context x Technology:Content x Context x Technology:Content x Context x Technology:Content x Context x Technology:New spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about todayNew spaces to tap into what Malaysians are excited about today

33 million views monthly

Technology multiplies passions

in Sports

Social spaces fuels rise of Indie Music scene

Leveraging on Celebrity influence

Growth of vernacular channels for race specific targeting

400k active users monthly

MEET ME OUTSIDE

THE BOX

Image credits: Inside Out Project/ via Time Out Kuala Lumpur

While long locks and fair legs are still expected at mainstream advertisements, people start to desire for more risque, unique, and out of the box campaigns.

The trend has started to show its existence at Pasar Seni, Kuala Lumpur. On the long stretch wall by Pasar Seni previously filled with artsy graffiti, are a series of pictures promoting interracial marriage – The Inside Out Project.

‘I want people to realise that we’re no different because of our physical attributes and that we’re all mixed as human beings,’ said Nadzirah Hashim, a young marketing graduate, writer and photographer who led the project (as quoted by Time Out Kuala Lumpur)

30th August, 1 Malaysia Jam Graffiti - Klang River, Central Market Kuala Lumpur. More than 20 groups/individual person participate this graffiti-jam

Malaysian Government hired Graffiti artists to paint the walls of PasarSeni Canal as part of the beautification process.

HONDA Malaysia hired Graffiti artists as part of its campaign “Naturally Driven” about Hybrid cars.

SOUTH-EAST ASIA’S 3-5 YEAR TREND:

THE NEW SHOPPING MALLMOBILE SHOPPING

Mobile shopping in Asia facilitated by existing comfort with online shopping and rapid mobile penetration

Source: http://www.masterintelligence.com/Mobileshopping.jsp

Explosive growth in smartphone and tablet ownership

Retail operations have to provide digital options in order not to be left behind

Shopping online on desktops have become commonplace

Global players and governments have been developing mobile wallets for a cashless and cardless world

Source: The Business Times, Singapore, 5 August 2012

Google Wallet, a virtual wallet that credit and debit cards, offers, and rewards cards is already available in USA.

Paypal also launched a mobile system connecting existing PayPal account to their mobile device and fund purchases by entering their phone number and PIN code into the retailer's point-of-sale terminal.

Singapore’s Information and Development Authorities is leading the mobile wallet project, with all the telcos, national bank (DBS) and transportation payment bodies (EZ-Link) part of the consortium

In Korea, commuters photograph the groceries they want on the subway walls. Tesco then delivers it to their homes.

DESIRE FOR

LUXURY

Emerging Asian markets growing in affluence

Urbanisation in developing markets influencing consumer demand. Urban dwellers are more brand-consciousHigher Disposable Income

Annual disposable incomeAnnual disposable incomeAnnual disposable incomeAnnual disposable income 2007200720072007 2011201120112011 % Diff% Diff% Diff% Diff

(Current Price) - Per HH 2007 vs 2011

Asia Pacific (US$) 8,412 12,416 48%

China (RMB) 39,630 63,520 60%

Hong Kong (HK$) 567,949 643,626 13%

India (Rs) 181,736 303,949 67%

Indonesia (Rp) 41,066,665 60,546,096 47%

Japan (¥ ) 6,318,012 6,051,114 -4%

Malaysia (RM) 53,175 66,594 25%

Philippines (Ps) 284,472 364,114 28%

Singapore (S$) 109,018 119,044 9%

South Korea (Won) 35,071,267 40,144,567 14%

Taiwan (NT$) 1,184,029 1,192,464 1%

Thailand (Bt) 307,661 357,934 16%

Vietnam (VND) 40,096,740 84,292,724 110%

Australia (A$) 88,234 107,829 22%

Vietnam, India, China and Indonesia seeing the most significant growth

THAILANDTHAILANDTHAILANDTHAILAND: Urban population increased from 32.6% of the total population in 2006 to 34% in 2010. The influence of urbanisation was seen in the growing demand for condominiums and apartments in contrast to traditional Thai homes.

INDONESIA: INDONESIA: INDONESIA: INDONESIA: Increasing urbanisation of Indonesia has resulted in many consumers leading busier, more fast-paced lifestyles

MALAYSIA: MALAYSIA: MALAYSIA: MALAYSIA: Between 1970 and 2010, the number of urban dwellers had grown from three million to 18.4 million. Urban consumers will be more prone to indulge in the purchase of luxury goods and premium services in order to project images of wealth

Source: Euromonitor

Stronger desire for luxury items, with Asian spending predicted to double

Source: Bain & Company Global Luxury Study, 15 May 2012

30% of global luxury sales now occur within emerging markets

Findings from Global Luxury Study:

Average age of Asian luxury consumers is decreasing steadily

Women are encroaching on traditional male purchases (business attire, luxury watches), as women’s spending becomes increasingly independent

Luxury product usage has crept in to more casual occasions

Source: http://www.asianconversations.com/AsianConsumer.php

Asia now: 28%of world’s middle classAsia in 2020: 56%Asia in 2030: 70%

Findings from Asian Consumer Study:

Asia now: Middle class just 23% of total consumer spending.

Asia in 2020: 42%Asia in 2030: 54%, more than five times

that of North America

FINDING LOVE ONLINE

LOVE 3.0

Asians are marrying later or not at all

The mean age of marriage has risen by 5 years in some countries in 30 years

% of unmarried women in their 30s in Japan, Taiwan, Singapore and Hong Kong has spiked.

Source: Asia Research Institue via The Economist 20 August 2011

Governments are actively trying to encourage lovewhilst young adults turn to social sites and apps

Government body created to matchmake singles in Japan, Singapore, Seoul and Taiwan, which have

some of the lowest birth rates globallyMthly Searches for 'Singles'Mthly Searches for 'Singles'Mthly Searches for 'Singles'Mthly Searches for 'Singles' Mthly Searches for 'Dating'Mthly Searches for 'Dating'Mthly Searches for 'Dating'Mthly Searches for 'Dating'

Global 20,400,000 7,480,000

Malaysia 165,000 22,200

Phillippines 49,500 301,000

Indonesia 22,200 90,500

Singapore 18,100 74,000

Taiwan 12,100 18,100

Taiwan 9,900 14,800

Hong Kong 8,100 33,100

Asians are going online to look for prospective partners

Source: Google AdWords for Asia 2012

VIDEO

SHAPE SHIFTING

Astro cable tv launches Astroon-the-go streaming video across multiple platforms

Google officially launches Youtube in Malaysia

Maxis launches IPtv

12am Previous night

on TV

1am Right before bedtime

830am On the way to

work

1230pm During lunch

break

730pm At friends place

Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all Rise and fast adoption of new gadgets have filled up all

the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of the space in between moments in life. A similar piece of

content is now ubiquitously available across multiple content is now ubiquitously available across multiple content is now ubiquitously available across multiple content is now ubiquitously available across multiple

screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just screens. There’s no more long breaks….it’s just

play…pause…play..pause…play.play…pause…play..pause…play.play…pause…play..pause…play.play…pause…play..pause…play.

Astro, a cable TV in Malaysia launches NJOI with one time set up fee offering free pay TV without Media Prima channels.

42% of digital consumers across Malaysia and SingaporewatchTV from unofficial sources.

Digital consumers in Malaysia spend more time accessing the internet than any other media at 20 hours per week. This is almost double the amount of time local consumers spend watching broadcast TV at 11 hours per week.

62% of digital consumers stream videos across multiple platforms on a weekly basis

Source: AC Nielsen digital consumer report, Press releases, Youtube research

Youtube Unique Visitors / month

7.7M7.7M7.7M7.7M

% Reach 66.3%66.3%66.3%66.3%

Avg Daily Visitors 1.5M1.5M1.5M1.5M

Avg time spent per day 25 minutes25 minutes25 minutes25 minutes

Avg time per session 13.5 minutes13.5 minutes13.5 minutes13.5 minutes

New platforms continues to dilute attention of New platforms continues to dilute attention of New platforms continues to dilute attention of New platforms continues to dilute attention of consumersconsumersconsumersconsumers