2011 Asia Pacific Digital Marketing Yearbook Now Available
Fifth annual edition has more data and insights for
marketers than ever
15 June 2011 -- The Asia Digital Marketing Association (ADMA), in cooperation with
leading digital marketing companies and researchers, has published the fifth
annual Asia Pacific Digital Marketing
Yearbook. This edition has expanded
market-by-market sections with the inclusion of social media, as well as more
information than ever before on online demographics, user behaviour, online advertising, mobile, and
e-commerce. The Yearbook is compiled for
use by marketers, advertisers, their 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 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 the 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 example:
- 65%
of consumers use online services to locate nearby products and brands.
- 26%
of mobile users say they will use their mobile device in-store to research
products and prices.
- 35%
of Asia Pacific consumers say that more than 10% of their 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 their customers.
The Yearbook, compiled by editor Rachel Oliver from government, industry,
company and research data, is the single most comprehensive source available.
About the Asia Digital Marketing
Association (ADMA)
The ADMA is a non-profit organisation with a membership base spanning the full range of the digital marketing ecosystem, from portals
and publishers, to advertisers, e-commerce platforms, device makers, games
companies, agencies, technology solutions providers, and research houses. The mission of the ADMA is to
grow the use of digital for effective marketing investment. This will be achieved by being an authoritative
source of insight and statistics, hosting networking events, and facilitating
professional development. In addition,
the ADMA engages with senior executives to gain consensus and provide a voice
on key industry issues. Learn more at www.asiadma.com.
Contact:
Kay Bayliss, Executive Director, ADMA
Email: director@asiadma.com
Tel: +852 8100 9987
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