This is the Second Edition of We Are Social's exploration of Social, Digital and Mobile in Asia. This overview report contains high-level data for 24 countries across the region. Please see our individual country reports for in-depth details of specific countries. For more details, please contact @wearesocialsg on twitter.

1. SOCIAL, DIGITAL
AND MOBILE IN
ASIA
OCTOBER 2012
we are social

2. COUNTRIES COVERED IN THIS REPORT
BANGLADESH JAPAN PAKISTAN
BHUTAN LAOS PHILIPPINES
BRUNEI MACAU SOUTH KOREA
CAMBODIA MALAYSIA SINGAPORE
CHINA MALDIVES SRI LANKA
HONG KONG MONGOLIA TAIWAN
INDIA MYANMAR THAILAND
INDONESIA NEPAL VIETNAM
2

3. FOR FURTHER INFORMATION AND OTHER
REPORTS IN THE #SDMW SERIES, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
WEARESOCIAL.SG
3

4. THE REGIONAL PICTURE
ASIA-WIDE DATA AND STATISTICS

5. CURRENT POPULATION OF ASIA:
3,784,644,000
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) 5

6. THAT’S MORE THAN
12 TIMES
LARGER THAN THE TOTAL
POPULATION OF THE USA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 6

7. 54%
OF THE WORLD’S
POPULATION LIVES IN ASIA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) 7

8. 57%
OF ASIA’S POPULATION
LIVES IN RURAL AREAS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) 8

9. 63%
OF THE WORLD’S RURAL
POPULATION LIVES IN ASIA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) 9

10. MORE THAN HALF OF
ASIA’S POPULATION IS
UNDER 30
SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011) 10

11. MEDIAN AGE OF
PEOPLE IN ASIA:
29.55
SOURCE: BASED ON DATA FROM THE UNITED NATIONS (2011) 11

12. 26%
OF ASIA’S POPULATION
IS BELOW THE AGE OF 15
SOURCE: BASED ON DATA FROM THE UN AND THE US CENSUS BUREAU 12

13. OCT
2012 ASIA REGIONAL OVERVIEW
3,784,644,000 43% 57%
TOTAL POPULATION URBAN RURAL
1,033,688,491 27%
INTERNET USERS INTERNET PENETRATION
811,641,680 21%
USERS ON TOP SOCIAL NETWORKS SOCIAL NETWORKING PENETRATION
3,110,235,171 82%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE: WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON THE US CENSUS BUREAU (ACCESSED SEP 2012); URBANISATION: UN
(2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT; SOCIAL NETWORKS: SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY
13
(LATEST AVAILABLE DATA, SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (2012), ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) OR GOVT. STATISTICS WHERE MORE RECENT

14. INTERNET USERS IN ASIA:
1,033,688,491
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
14
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

15. OCT
2012 INTERNET PENETRATION
83%
79% 78%
75%
69% 68%
61%
53%
GLOBAL
40%
36%
AVERAGE
34%
32%
29%
27%
22%
19%
17% 16%
15%
12% 11%
10%
8%
3%
1%
JAPAN
BRUNEI
SINGAPORE
TAIWAN
HONG KONG
MACAO
THAILAND
BHUTAN
SRI LANKA
MONGOLIA
VIETNAM
PHILIPPINES
PAKISTAN
LAOS
BANGLADESH
ASIA
MALAYSIA
CHINA
MALDIVES
NEPAL
S KOREA
CAMBODIA
INDIA
MYANMAR
INDONESIA
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY
15
OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

16. OCT
2012 INTERNET PENETRATION
83% 79%
PAKISTAN CHINA 40%
SOUTH KOREA JAPAN
15% BANGLADESH
HONG KONG
INDIA 3% 68% 69% TAIWAN
10%
THAILAND 36% VIETNAM
34%
MALDIVES 32% PHILIPPINES
12%
MALAYSIA 61%
29%
SRI LANKA 75%
INDONESIA
SINGAPORE
22%
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY
16
OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

17. OCT
2012
538.0
INTERNET USERS (MILLIONS)
GLOBAL TOTAL: ASIA TOTAL:
121.0
2,294 MILLION 1,034 MILLION
101.2
55.0
40.3
17.7
16.1
33.6
30.9
29.1
24.0
5.5
4.9
5.0
4.0
2.5
2.5
0.5
0.5
0.4
0.3
0.3
0.1
0.1
INDIA
JAPAN
PHILIPPINES
HONG KONG
LAOS
BRUNEI
MACAO
BHUTAN
PAKISTAN
THAILAND
TAIWAN
BANGLADESH
MYANMAR
MALDIVES
INDONESIA
VIETNAM
SINGAPORE
SRI LANKA
MONGOLIA
MALAYSIA
CHINA
NEPAL
S KOREA
CAMBODIA
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY
17
OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

18. OCT
2012 INTERNET USERS
40M 101M
PAKISTAN CHINA 538M
SOUTH KOREA JAPAN
29M BANGLADESH
HONG KONG
INDIA 5.5M 4.9M 16M TAIWAN
121M
THAILAND 24M VIETNAM
31M
MALDIVES 34M PHILIPPINES
2.5M
MALAYSIA 18M
0.1M
SRI LANKA 4M
INDONESIA
SINGAPORE
55M
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY
18
OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

19. 45%
OF THE WORLD’S INTERNET
USERS LIVE IN ASIA
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
19
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

20. NEW INTERNET USERS IN ASIA IN 2012:
102,000,000
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
20
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

21. (! THAT’S EQUIVALENT TO THE
POPULATION OF THE PHILIPPINES )!
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 21

22. NEW INTERNET USERS
IN ASIA EVERY MONTH:
11,350,000
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
22
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

23. (! )!
THAT’S EQUIVALENT TO ADDING
THE ENTIRE POPULATION OF
BELGIUM EVERY FOUR WEEKS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 23

24. GROWTH IN INTERNET
USERS IN ASIA IN 2012:
14%
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS; MINISTRY OF INFORMATION & COMMUNICATIONS (BHUTAN); CHINA INTERNET NETWORK INFORMATION CENTRE; MINISTRY OF
24
COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR); MINISTRY OF POST & TELECOMS (CAMBODIA); NEPAL TELECOMMUNICATIONS AUTHORITY; INFO-COMMUNICATIONS DEVELOPMENT AUTHORITY OF SINGAPORE

25. AVERAGE TIME INTERNET USERS IN
ASIA SPEND ONLINE EACH MONTH:
VS
14.7 14.3
HOURS! HOURS!
SOURCE: COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 25

26. COMBINED, THAT ADDS UP TO MORE THAN
1,700,000 YEARS
SPENT ON THE INTERNET EACH MONTH IN ASIA
SOURCE: BASED ON COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 26

27. Q1
2012 AVERAGE CONNECTION SPEED (MBPS)
SOUTH KOREA 15.7
JAPAN 10.9
HONG KONG 9.3
SINGAPORE 5.3
TAIWAN 3.9
THAILAND 3.3
GLOBAL AVERAGE 2.6
MALAYSIA 2.0
CHINA 1.5
PHILIPPINES 1.2
INDIA 1.0
SOURCE: AKAMAI TECHNOLOGIES, STATE OF THE INTERNET REPORT Q1 2012 27

28. 69%
OF ASIA’S NETIZENS
WATCH ONLINE VIDEO
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 28

29. INTERNET USERS IN
ASIA WATCHED ALMOST
45,000,000,000
ONLINE VIDEOS IN
JUNE 2012 ALONE
SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 29

30. IF THEY WATCHED JUST 10 SECONDS OF EACH
VIDEO, THAT WOULD ADD UP TO MORE THAN
14,200 YEARS
WATCHING ONLINE VIDEOS IN JUST ONE MONTH
SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012) 30

31. JUN
2012 ONLINE VIDEOS WATCHED PER NETIZEN
JAPAN 243
HONG KONG 181
GLOBAL AVERAGE 159
SINGAPORE 158
VIETNAM 137
TAIWAN 102
MALAYSIA 95
CHINA 78
INDIA 77
PHILIPPINES 69
INDONESIA 54
SOURCE: COMSCORE VIDEO METRIX (AUG 2012). FIGURES REPRESENT THE NUMBER OF VIDEOS WATCHED PER INTERNET USER IN JUNE 2012 31

32. 61%
OF INTERNET USERS IN
ASIA PLAY ONLINE GAMES
SOURCE: COMSCORE MEDIA MATRIX, AS CITED IN THE ADMA YEARBOOK 2012 32

33. 64%
OF INTERNET USERS IN ASIA HAVE
PURCHASED A PRODUCT ONLINE
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 33

34. COUNTRIES IN ASIA-
PACIFIC ACCOUNT FOR
31%
OF GLOBAL
E-COMMERCE REVENUES
SOURCE: EMARKETER (AUG 2012) 34

35. SOCIAL NETWORK USERS IN ASIA:
811,641,680
SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012) 35

36. ASIA IS HOME TO
50%
OF ALL THE WORLD’S
SOCIAL MEDIA USERS
SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, SEP 2012) 36

37. OCT
2012 SOCIAL MEDIA PENETRATION
62%
56% 56%
54% 53%
45%
41%
36%
34%
GLOBAL
29%
25%
AVERAGE
23%
21%
18%
14%
11%
9%
7% 6% 5% 4% 4% 3% 2%
N/A
BRUNEI
HONG KONG
MONGOLIA
TAIWAN
SINGAPORE
MACAO
PHILIPPINES
THAILAND
JAPAN
BHUTAN
SRI LANKA
VIETNAM
PAKISTAN
LAOS
BANGLADESH
ASIA
MALAYSIA
CHINA
MALDIVES
NEPAL
S KOREA
CAMBODIA
INDIA
MYANMAR
INDONESIA
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
37
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)

38. OCT
2012 SOCIAL NETWORK PENETRATION
PAKISTAN: CHINA: 53% 23%
FACEBOOK QZONE 41%
SOUTH KOREA: JAPAN:
BANGLADESH: CYWORLD TWITTER
4% FACEBOOK
HONG KONG:
FACEBOOK
INDIA:
FACEBOOK
2% 56% 56% TAIWAN:
FACEBOOK
5% THAILAND: VIETNAM:
FACEBOOK 25% ZING
9% PHILIPPINES:
MALDIVES:
FACEBOOK
29% FACEBOOK
MALAYSIA:
7% FACEBOOK 45%
34%
SRI LANKA: 54% INDONESIA:
FACEBOOK FACEBOOK
FACEBOOK
OTHER PLATFORM SINGAPORE:
FACEBOOK
18%
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
38
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)

39. OCT
2012
552.0
SOCIAL NETWORK USERS (MILLIONS)
GLOBAL TOTAL: ASIA TOTAL:
56.7
1,627 MILLION 812 MILLION
43.8
29.9
29.9
26.0
16.8
8.2
7.2
13.1
12.9
4.0
3.0
2.9
N/A
1.8
1.4
0.7
0.4
0.3
0.2
0.2
0.1
0.1
INDIA
JAPAN
PHILIPPINES
BRUNEI
THAILAND
BANGLADESH
LAOS
MACAO
BHUTAN
TAIWAN
PAKISTAN
HONG KONG
MALDIVES
MYANMAR
INDONESIA
VIETNAM
SINGAPORE
SRI LANKA
MONGOLIA
MALAYSIA
CHINA
NEPAL
S KOREA
CAMBODIA
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
39
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)

40. OCT
2012 SOCIAL NETWORK USERS
PAKISTAN: CHINA: 26M 30M
FACEBOOK QZONE 552M
SOUTH KOREA: JAPAN:
BANGLADESH: CYWORLD TWITTER
7.2M FACEBOOK
HONG KONG:
FACEBOOK
INDIA:
FACEBOOK
3.0M 4.0M 13M TAIWAN:
FACEBOOK
55M THAILAND: VIETNAM:
FACEBOOK 16M ZING
8.2M PHILIPPINES:
MALDIVES:
FACEBOOK
29M FACEBOOK
MALAYSIA:
1.4M FACEBOOK 13M
0.1M
SRI LANKA: 2.9M INDONESIA:
FACEBOOK FACEBOOK
FACEBOOK
OTHER PLATFORM SINGAPORE:
FACEBOOK
44M
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
40
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)

41. SEP
2012 SOCIAL MEDIA USERS: ACTIVE vs. TOTAL
99% 97% 98% 98% 97%
96% 95% 96%
91% 92%
88% 88%
82% 80% 79% 77% 78%
75%
72%
63% 63% 65%
50%
43%
PHILIPPINES
THAILAND
VIETNAM
TAIWAN
SINGAPORE
HONG KONG
JAPAN
MALAYSIA
CHINA
S KOREA
INDIA
INDONESIA
INTERNET USERS WITH A SOCIAL MEDIA ACCOUNT INTERNET USERS WHO HAVE UPDATED THEIR SOCIAL MEDIA ACCOUNT IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) 41

42. OCT
2012 TOP SOCIAL NETWORKS IN ASIA (USERS)
QZONE 552 M
TENCENT WEIBO 337 M
SINA WEIBO 324 M
FACEBOOK 229 M
RENREN 147 M
SOURCES: TENCENT, SINA, FACEBOOK, TECHINASIA; FIGURES FOR SOME NETWORKS REPRESENT TOTAL REGISTERED USERS, AND MAY NOT BE INDICATIVE OF ACTIVE USER NUMBERS 42

43. ASIA IS HOME TO MORE
FACEBOOK USERS THAN
ANY OTHER CONTINENT
SOURCE: SOCIALBAKERS (SEP 2012) 43

44. FACEBOOK USERS IN ASIA:
229,000,000
SOURCE: FACEBOOK (OCT 2012) 44

45. OCT
2012 FACEBOOK’S DEMOGRAPHICS IN ASIA
55-64: 65+:
1% 1%
45-54:
4%
35--44: 13-17:
10% 16%
FEMALE:
42%
MALE:
25-34: 58%
27% 18-24:
41%
SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) 45

46. NEW FACEBOOK USERS
IN ASIA EVERY MONTH:
10,000,000
SOURCE: BASED ON DATA FROM SOCIALBAKERS (SEP 2012) 46

47. (! )!
THAT’S ABOUT THE SAME AS
ADDING THE POPULATION OF
SWEDEN EVERY FOUR WEEKS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 47

48. HOWEVER, FACEBOOK’S
PENETRATION IN ASIA IS ONLY
6%
SOURCE: BASED ON DATA FROM FACEBOOK (2012) AND THE US CENSUS BUREAU (2012) 48

49. SEP
2012 FACEBOOK vs. TWITTER IN ASIA
80%
77%
72%
69%
67%
61%
59% 58% 57%
41%
35%
32%
29%
27% 26%
25%
21% 22%
20%
16%
9%
6%
INDONESIA PHILIPPINES MALAYSIA VIETNAM TAIWAN THAILAND HONG KONG INDIA SINGAPORE S KOREA JAPAN
INTERNET USERS WHO HAVE USED FACEBOOK IN THE PAST MONTH INTERNET USERS WHO HAVE USED TWITTER IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) 49

50. ASIA’S FEMALE NETIZENS SPEND
38%
OF THEIR TIME ONLINE
ENGAGING IN ONLINE DISCUSSIONS
SOURCE: TNS, AS CITED IN THE AMDA YEARBOOK 2012 50

51. 60%
OF INTERNET USERS IN ASIA USE SOCIAL
MEDIA TO INFORM PURCHASE DECISIONS
SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012 51

52. 28%
OF INTERNET USERS IN ASIA WOULD BUY A BRAND
BECAUSE A FRIEND ‘LIKES’ IT ON SOCIAL NETWORKS
SOURCE: IPSOS VIA EMARKETER (JUL 2012) 52

53. THAT’S ALMOST
DOUBLE
THE FIGURE FOR INTERNET
USERS IN NORTH AMERICA
SOURCE: IPSOS VIA EMARKETER (JUL 2012) 53

54. 81%
OF ASIA’S TOP BRANDS
USE SOCIAL MEDIA
SOURCE: BURSON MARSTELLER 54

55. JUN
2012 SOCIAL MEDIA USE BY ASIAN COMPANIES
FACEBOOK 89%
TWITTER 66%
YOUTUBE 64%
LINKEDIN 40%
BLOGS 39%
PINTEREST 21%
GOOGLE+ 13%
OTHERS 47%
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 55

56. 75%
OF BRANDS IN ASIA RAN SOCIAL MEDIA
MARKETING ACTIVITY IN THE PAST YEAR
SOURCE: BUDDY MEDIA (JUN 2012) 56

57. JUN
2012 COMPANY OBJECTIVES OF SOCIAL MEDIA
CONTENT REACH
80%
& AWARENESS
INCREASE TRAFFIC
64%
TO WEBSITE
BETTER CONSUMER
62%
INSIGHTS
MORE EFFICIENT
46%
MARKETING
SALES & LEAD
44%
GENERATION
CUSTOMER SERVICE
42%
EFFICIENCIES
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 57

58. JUN
2012 WHERE SOCIAL SITS IN BUSINESS IN ASIA
88%
33%
30%
18% 6% 3%
MARKETING CORPORATE PUBLIC CUSTOMER HUMAN OTHER
COMMS RELATIONS SERVICE RESOURCES
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 58

59. JUN
2012 SOCIAL ‘MEASURES OF SUCCESS’ IN ASIA
FANS & FOLLOWERS 82%
‘ENGAGEMENT’ 72%
AWARENESS & BUZZ 68%
AMPLIFY
50%
MARKETING GOALS
SALES, LEADS &
50%
CONVERSIONS
REACH OF BRAND
45%
CONTENT
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 59

60. MOBILE PHONE SUBSCRIPTIONS IN ASIA:
3,110,235,171
SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY OF INFORMATION
60
& COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

61. OCT
2012 MOBILE PENETRATION
234%
214%
147%
140% 139%
130%
124%
118% 117% GLOBAL
110% 109% 106%
100%
AVERAGE
94% 93%
88%
83% 82%
78% 78%
70%
63% 62%
45%
5%
NEPAL
MACAO
BRUNEI
HONG KONG
SINGAPORE
S KOREA
JAPAN
PHILIPPINES
CHINA
BHUTAN
BANGLADESH
MALDIVES
TAIWAN
THAILAND
CAMBODIA
PAKISTAN
INDIA
MYANMAR
LAOS
INDONESIA
VIETNAM
SRI LANKA
MONGOLIA
ASIA
MALAYSIA
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY
61
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

62. OCT
2012 MOBILE PENETRATION
110% 106%
PAKISTAN CHINA 78%
SOUTH KOREA JAPAN
62% BANGLADESH
HONG KONG
INDIA 63% 214% 124% TAIWAN
78%
THAILAND 117% VIETNAM
139%
MALDIVES 94% PHILIPPINES
88%
MALAYSIA 118%
140%
SRI LANKA 147%
INDONESIA
SINGAPORE
109%
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY
62
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

63. OCT
2012
1,047.0
934.1
MOBILE SUBSCRIPTIONS (MILLIONS)
GLOBAL TOTAL: ASIA TOTAL:
6,300 MILLION 3,110 MILLION
270.0
134.6
127.3
118.3
53.6
101.6
97.1
34.5
28.9
78.7
18.9
15.3
15.0
13.4
5.5
2.9
2.8
0.5
0.5
0.5
7.8
1.4
INDIA
JAPAN
PAKISTAN
BANGLADESH
PHILIPPINES
THAILAND
TAIWAN
HONG KONG
LAOS
MACAO
BRUNEI
BHUTAN
MYANMAR
MALDIVES
INDONESIA
VIETNAM
SINGAPORE
SRI LANKA
MONGOLIA
MALAYSIA
CHINA
NEPAL
S KOREA
CAMBODIA
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY
63
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

64. OCT
2012 MOBILE SUBSCRIPTIONS
54M 135M
PAKISTAN CHINA 1,047M
SOUTH KOREA JAPAN
118M BANGLADESH
HONG KONG
INDIA 102M 15M 29M TAIWAN
934M
THAILAND 79M VIETNAM
127M
MALDIVES 97M PHILIPPINES
MALAYSIA 35M
0.5M 19M
SRI LANKA 7.8M
INDONESIA
SINGAPORE
270M
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY
64
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

65. TOGETHER, CHINA AND INDIA ADDED
60,000,000
NEW MOBILE SUBSCRIPTIONS IN Q2 2012
SOURCE: ERICSSON TRAFFIC AND MARKET REPORT (AUG 2012) 65

66. (! )!
THAT’S MORE THAN THE
TOTAL POPULATION OF ITALY
IN ONLY THREE MONTHS
SOURCE: BASED ON DATA FROM THE ITALIAN CENSUS (2011) 66

67. SMARTPHONE
PENETRATION IN ASIA:
22%
SOURCE: EMARKETER (AUG 2012) 67

68. THAT EQUATES TO ROUGHLY
844,000,000
SMARTPHONE USERS IN ASIA
SOURCE: BASED ON DATA FROM EMARKETER (AUG 2012) AND THE US CENSUS BUREAU 68

69. NUMBER OF MOBILE INTERNET
USERS IN ASIA BY END 2012:
794,000,000
SOURCE: EMARKETER ESTIMATE (AUG 2012) 69

70. MOBILE INTERNET USERS OUTNUMBER
PC-BASED INTERNET USERS IN CHINA
VS
388,000,000! 380,000,000!
SOURCE: CNNIC (JUN 2012) 70

71. 18%
OF ALL WEB TRAFFIC IN ASIA
COMES FROM MOBILE DEVICES
SOURCE: PINGDOM (MAY 2012) 71

72. USERS OF TENCENT’S WECHAT
MOBILE INSTANT MESSAGING APP:
200,000,000
SOURCE: TENCENT, VIA TECHINASIA (SEP 2012) 72

73. 82%
OF COMPANIES IN ASIA BELIEVE MOBILE SOCIAL
IS AN IMPORTANT PART OF THEIR STRATEGY
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 73

74. $!
43%
OF PEOPLE IN ASIA ARE WILLING TO MAKE
TRANSACTIONS ON THEIR MOBILE PHONES
SOURCE: NIELSEN (MAR 2012) AS CITED IN THE ADMA YEARBOOK 2012 74

75. JUN
2012 USE OF MOBILE WALLET SERVICES
31%
26% 26%
25%
15% 15%
7%
4%
2%
1% 1% 1% 1%
HONG KONG
JAPAN
SINGAPORE
TAIWAN
PAKISTAN
PHILIPPINES
THAILAND
VIETNAM
MALAYSIA
CHINA
S KOREA
INDIA
INDONESIA
SOURCE: TNS MOBILE LIFE (JUN 2012) 75

76. $!
85,000,000
PEOPLE IN ASIA WILL MAKE
MOBILE PAYMENTS IN 2012
SOURCE: GARTNER ESTIMATE (MAY 2012) 76

77. (! THAT’S MORE THAN THE
POPULATION OF GERMANY )!
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 77

78. COUNTRY BY COUNTRY
A CLOSER LOOK AT EACH ASIAN MARKET

79. OCT
2012 BANGLADESH
161,084,000 28% 72%
TOTAL POPULATION URBAN RURAL
5,501,609 3%
INTERNET USERS INTERNET PENETRATION
2,987,820 2%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
101,574,000 63%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
79
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

80. OCT
2012 BHUTAN
717,000 36% 64%
TOTAL POPULATION URBAN RURAL
139,593 19%
INTERNET USERS INTERNET PENETRATION
79,080 11%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
499,198 70%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
80
URBANISATION: UN (2011); INTERNET: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: MINISTRY OF INFORMATION & COMMUNICATION (JUN 2012)

81. OCT
2012 BRUNEI DARUSSALAM
409,000 76% 24%
TOTAL POPULATION URBAN RURAL
318,900 78%
INTERNET USERS INTERNET PENETRATION
252,520 62%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
530,000 130%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU
81
(ACCESSED SEP 2012); URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BUDDE.COM.AU (FEB 2012)

82. OCT
2012 CAMBODIA
14,953,000 20% 80%
TOTAL POPULATION URBAN RURAL
2,466,305 16%
INTERNET USERS INTERNET PENETRATION
662,060 4%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
14,960,000 100%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
82
URBANISATION: UN (2011); INTERNET: MINISTRY OF POST & TELECOMMUNICATIONS (MAR 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

83. OCT
2012 CHINA
1,343,240,000 51% 49%
TOTAL POPULATION URBAN RURAL
538,000,000 38%
INTERNET USERS INTERNET PENETRATION
552,000,000 41%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
1,047,000,000 78%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
83
URBANISATION: UN (2011); INTERNET: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012); SOCIAL NETWORKS: TENCENT (APR 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

84. OCT
2012 HONG KONG
7,154,000 100%
TOTAL POPULATION URBAN
4,894,913 68%
INTERNET USERS INTERNET PENETRATION
4,033,000 56%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
15,293,000 214%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
84
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

85. OCT
2012 INDIA
1,205,074,000 31% 69%
TOTAL POPULATION URBAN RURAL
121,000,000 10%
INTERNET USERS INTERNET PENETRATION
56,675,740 5%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
934,100,000 78%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
85
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

86. OCT
2012 INDONESIA
248,645,000 51% 49%
TOTAL POPULATION URBAN RURAL
55,000,000 22%
INTERNET USERS INTERNET PENETRATION
43,814,560 18%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
269,989,000 109%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
86
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (SEP 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)

87. OCT
2012 JAPAN
127,368,000 91% 9%
TOTAL POPULATION URBAN RURAL
101,228,736 79%
INTERNET USERS INTERNET PENETRATION
29,900,000 23%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
134,600,000 106%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
87
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: SEMIOCAST (AUG 2012); MOBILE: BASED ON BUSINESS MONITOR INTERNATIONAL (Q3 2012)