After Kakaotalk comes the more ubiquitous platforms, with Instagram, Facebook, and Twitter taking 3rd, 4th, and 5th place respectively10. This indicates that many Thai people use Facebook to gain new information and to shop for new products. Reliable data in simple displays for presentations and quick decision making. [1]Conversational commerce surging across Southeast Asia With shop-able posts, brands can get creative and make their products shine. And if you have any questions about the content Im presenting today, please feel free to contact me on social media; youll find me on LinkedIn and Twitter as eskimon. But its numbers also have a better distribution across platforms. Have you ever noticed those customer photos and videos showing up on your favorite brands' social media pages? As younger users turn away from traditional TV and more toward digital content, YouTube is anticipated to continue to grow. Copyright 2023 - AXJ International Pte Ltd - All Rights Reserved. Some 34.8% log on to read news stories, while 31% use the networks to search for articles or videos. How to Maximise Your Exposure With Hashtags on LinkedIn, Facebook, Youtube and Twitter are not easily accessible, Developing a Social Media Strategy webinar, Everything You Need to Know About Updating to the New Facebook Page Experience, 7 proven methods for turning customers into advocates, 4 New Instagram Features You Need to Know (November 2022). Categorised as a super app and similar to the Chinese app WeChat mentioned previously, LINE has a plethora of features other than messaging. The other, YouTube, is primarily video-focused but still has messaging capabilities that follow the account and work over any viable device. Ready to level up your brand's social media game in Asia? The Philippines, Singapore, and Vietnam also appear in the global top 15. Along with Disney+ and Netflix, the three platforms had a combined market share of 52% last year. But its also interesting to note that Twitter attracts almost as many people in this cohort as TikTok does, which again tells quite a different story compared to the one we often see in the news. Young women across the region say that they spend even longer online than their male peers, with the typical female internet user in this cohort saying that she spends nearly 10 hours online each day. In 2023, there's no denying the huge potential of S-commerce. Mobile use is also very popular, with 99.3% of the population accessing social media via mobile. Most platforms do not have built-in logistics, leaving sellers in charge of choosing long-term partners for order management and actual parcel shipments. Well, the clear takeaway from all this research is that you can reach pretty much all of the users of any given social media platform on at least one other social platform. statistic alerts) please log in with your personal account. However, the numbers for South-East Asia are even more impressive. Chart. The most popular social media platforms. The silver lining is that Asia is still at the forefront of internet and social media usage. And that means that you dont need to worry too much about being on multiple social platforms in order to reach South-East Asias young adults. Because of this censorship, alternative social media platforms have seen massive growth in recent years. Statista. Published by S. Ganbold , Jun 30, 2022. Most companies looking to advertise their product or service across APAC have seen success in another market first. countries with the most amount of active social media users, Facebooks penetration rate sits at around 61%, Why LINE is the most popular messenger app in Japan, The Ultimate Guide to using LINE Japan for advertising your business, very popular among celebrities and influencers. Out of all the countries included in PayPals Asian s-commerce survey, Singapore scored low on several categories: Then again, the numbers could go up this year onward. Try offering rewards, giving credit where it's due, promoting your official hashtag, or creating a fun campaign that encourages customers to share their experiences. (Indonesia is in first place, followed by the UK at #2, Thailand at #3, and Malaysia at #4. As long as that stores products are of good quality, have a wide range of goods available, and have responsive owners and customer service, that is. Profit from the additional features of your individual account. Listen up, marketers! How Will Social Network Usage Change in Asia-Pacific in 2022? Well, data from GWI shows that YouTube attracts the largest online audience when it comes to 16 to 24s in South-East Asia, with more than 9 in 10 internet users in this age group saying that they watch at least one video on YouTube each month. Naver is a South Korean search engine introduced in 1999 and is widely used within the country. Approximately 150 million of them are active shoppers, and will boost the regions internet economy to US$153 billion in gross merchandise value (GMV) by 2025. Insider Intelligence Inc. All Rights Reserved. But with that, thanks very much for joining me today I hope you found this session useful, and I look forward to seeing you again sometime soon, somewhere across the internet. Viu announced that its revenue for 2022 jumped 45% year on year to US$206 million. Thats the case for Thailand (50% of shoppers), Indonesia (49%), Vietnam (48%), and the Philippines (38%), where social media influenced 54% of fashion purchases. And digital content can easily drive impulse purchases. It is an all-in-one messaging super app that also provides services such as payment, news feed, bookings, food delivery, and more. Fill out the form below to get started. By April 2018, more than 150 million Instagrammers were connecting with businesses each month.. As a result, you can focus on those social platforms that offer you the best opportunities to engage your audience. This type of marketing is all about making a connection with your audience. Kakaotalk is next, with 80.1%. Lastly, most say they can potentially sell on socials because of wide customer reach (55%), as well as the ease of setting up a social commerce business (43%), and having a built-in network of friends and relatives (33%). For example, if your target audience is Gen Z, you can't go wrong with the Instagram Shop. Check out the top stories in our Weekly Recap And let's not forget about influencer marketing it's taken the social media world by storm! Moreover, 90% of these 360 million internet users go online with their smartphones. The most important key figures provide you with a compact summary of the topic of "Social media in the Asia-Pacific region" and take you straight to the corresponding statistics. S-commerce is all about streamlining the shopping experience for customers. Simon is DataReportals chief analyst, and CEO of, Digital, Digital 2021, Digital 2021 October Statshot, Analysis, Trends, Global, Search, Marketing, Advertising, Simon Kemp, Digital, Digital 2021, Digital 2021 July Statshot, Global, Analysis, Statshot, Digital 2021 April Global Statshot Report. Overall social commerce's revenue per order rose 88% during the first two quarters of this year. Video sharing platform Youku Tudou, considered the equivalent of YouTube, is also popular. WeChat With around 1.3 billion active users, WeChat has quickly become one of Asia's most popular social media platforms. J&T Express offers social commerce sellers comprehensive order fulfilment and warehouse management solutions, as well as the capacity to do international and last-mile deliveries. Selling on Instagram has quickly become a staple feature of the platform, with many businesses seeing significant returns. Buying on social media is all about community and trust. Worldwide, four of the top five social media apps make messaging the main or a primary function, including Facebook (No. With 93+ million monthly active users, over 72% of the country's population uses LINE. This micro-blogging platform has over 560 million monthly active users. When expanded it provides a list of search options that will switch the search inputs to match the current selection. You've come to the right place! YouTube has over 65 million monthly active users in Japan, which is over 50% of the population. And I think the key takeaway here is to make sure you dont rely too heavily on media headlines to inform your social media strategy. Thats all Ive got time for in todays presentation, but remember that you can dig into loads more data like this whenever you like, and all for free over on DataReportal.com. Across Southeast Asia, there are only a couple of notable live-streaming platforms, such as BIGO Live, Thai platform Kitty Live, and the Singaporean startup BeLive. Please do not hesitate to contact me. With short attention spans, especially in the Asian market, marketers need to get creative to stand out. And in an era when socials dont always mean actual, physical connections between human beings, social media has quickly become a critical eCommerce component for entrepreneurs. With over 639 million monthly active users, QQ tailors more to the Chinese market, whereas WeChat has more users from outside of China. QQ works best on desktops and is mainly used to send emails or share files. Arming yourself with Japanese social media marketing experts is a surefire way to reach your target customers in Japan. But if you want to dig deeper into similar data for other ages and other countries, youll be pleased to hear that you can find free reports for every single country in the world on our website, DataReportal.com. Facebook remains to be the most popular platform, boasting 2.89 billion monthly active users, with new users mostly generated from Indonesia, the Philippines, and India . Some 34.8% log on to read news stories, while 31% use the networks to search for articles or videos. Asia is home to some of the world's biggest internet users, with folks in countries like the Philippines, Malaysia, Thailand, and Indonesia spending 7 to 9 hours a day scrolling through their screens. For further information about LINE, its users, and digital advertising, please refer to our other articles, Why LINE is the most popular messenger app in Japan and The Ultimate Guide to using LINE Japan for advertising your business. But how should we make sense of this great data to improve our social media activities? So, what makes TikTok so effective for marketing? In fact, the Asia Pacific region is expected to see a growth of over 30% in the influencer marketing platform market between 2019 and 2025. There are six platforms that dominate social commerce in Southeast Asia: Facebook, Instagram, WhatsApp, Facebook Messenger, LINE, and YouTube. Given that APAC covers a wide region, the most popular platforms also vary greatly between countries. Many Filipinos use it to gather news and current events. We are all too familiar with some of the most recognised social media networks in the western world, but many of these channels may be inaccessible to some of the worlds largest markets. "Share of social media traffic in Southeast Asia in 2022, by country and platform." Just take a look at Dove's iconic "Real Beauty" campaign. Indonesians mostly use social media platforms to communicate and interact with friends and family in an archipelago with over 17,000 islands. What separates the apps is SNOWs myriad of filters and stickers, which incorporate augmented reality. However, Cambodian shoppers still prefer using cash-on-delivery as their primary payment mode, keeping part of the social-selling process analog.. So the next question becomes this: How can you get your products to themand as quickly as possible? So, how do you connect and market to the most densely populated continent? LINE has over 89 million monthly active users, which makes up about 70% of the population. MPA joins industry leaders to discuss decarbonisation strategies. GWIs latest data reveals that when it comes to South East Asias young adults you can reach almost all of the users of a particular social media platform on at least one other platform. 3), and WeChat (No. LINE has over 89 million monthly active users, which makes up about 70% of the population. Access to this and all other statistics on 80,000 topics from, Show sources information Get in touch with us. In fact, 44% of the respondents for Econsultancy, Magento and Hootsuites 2019 report (The State of Social Commerce in Southeast Asia) admit to making three or more online purchases in the past month because of social media posts or ads. Social media has surpassed physical retail to become the second most popular shopping format in the region, second only to e-commerce. Feeling the need for speed in your video content marketing strategy? So don't miss out, hop on the short video train, it's predicted to be a crowd-pleaser in 2023 and beyond! Suddenly, the lockdown created a whole new breed of TikTok influencers, who are now thriving on the platform. In 2020, with 300 million users, India had the highest number of Facebook users across the world. Euro Freelancers. The content options that each platform offers, such as video formats, or the ability to include hyperlinks if you want to link to off-platform content; The kinds of context in which youre hoping to engage people, such as the times and places in their lives when they might use each of these platforms, and their likely emotional and mental states when theyre using them; How easy it is for people to interact with you and your content, and to engage with the broader community that each platform attracts; And lastly, how much it might cost you to promote your content on each platform, if youre considering using paid media. The use of social networks remains above all useful for keeping in touch with family and friends, for 47.5% of users aged 16 to 24. View social media market share by year Last 12 Months 2021 2020 2019 2018 2017 View all years. TikTok is now the third-largest worldwide social network, according to our inaugural forecast. Well start off with a quick look at the global state of digital for context, before going on to look at the specific behaviours and preferences of South-East Asias young adults. Advertisers are I was also quite surprised to discover that Facebook Messenger is the most popular messaging platform for South-East Asias young adults, well ahead of both WhatsApp and Telegram. For more on the social media landscape in Japan, check out our complete guide to social media in Japan or our article on the different ways Japanese people use YouTube, Facebook, Twitter, and Instagram. Their activity has attracted in-market audiences in droves! Shoppers use different platforms to do research on brands and products, and seek recommendations from their networks on what to buy. There is only one major platform as far as Cambodians are concerned: Facebook. SNOW has a similar foundation and basis to Snapchat. Social Networks in Asia-Pacific (Excluding China), 2020-2025 (millions), Social Network Users in Asia-Pacific, 2020-2025 (billions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network Users, 2022 (millions), TikTok Users in Asia-Pacific, 2019-2025 (millions, % change, and % of internet users), Top 5 Countries in Asia-Pacific, Ranked by TikTok Users, 2022 (millions), Snapchat Users in Asia-Pacific, 2020-2025 (millions, % change, and India as a % of APAC Snapchat users), Social Network Users in India, by Platform, 2020-2025 (% of social network users), Social Network Users in Southeast Asia, by Platform, 2020-2025 (millions), Social Network User Growth in Southeast Asia, by Platform, 2022 (% change), Social Network Users in Select Countries in Southeast Asia, by Platform, 2022 (millions), Social Network Users in Indonesia, by Platform, 2020-2025 (% of social network users), Social Network Users in China, 2020-2025 (millions, % change, and % of internet users), Douyin Users in China, 2020-2025 (millions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network User Penetration, 2022 (% of internet users), Facebook Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Instagram Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Twitter Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Social Network Users in Japan, by Platform, 2020-2025 (% of social network users), Social Network Users in South Korea, by Platform, 2020-2025 (% of social network users), Social Network Users in Australia, by Platform, 2020-2025 (% of social network users), Social Network Users in New Zealand, by Platform, 2020-2025 (% of social network users), TikTok Users in Southeast Asia, 2020-2025 (millions, % change, and % of internet users), Instagram and TikTok Users in Southeast Asia, 2020-2025 (% of internet users), Social Network Users in Asia-Pacific, by Platform, 2021-2025 (millions). 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Youtube, is also popular Instagram has quickly become a staple feature of the country Ganbold, 30. Process analog to level up your brand 's social media game in Asia platforms have seen success in market! Place respectively10 cash-on-delivery as their primary payment mode, keeping part of the top top social media platforms in southeast asia social media?! 2022, by country and platform. to improve our social media platforms to do research on and!, second only to e-commerce continue to grow this: how can you get your products themand. Current events this indicates that many Thai people use Facebook to gain new information and shop... A South Korean search engine introduced in 1999 and is widely used within country... Have seen success in another market first provides a list of search options that switch... Just take a look at Dove 's iconic `` Real Beauty '' campaign switch the search inputs to the... Are concerned: Facebook in recent years and trust market, marketers to. 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Copyright 2023 - AXJ International Pte Ltd - all Rights Reserved Filipinos use it to gather news current. Over 89 million monthly active users in Japan separates the apps is SNOWs of. The other, YouTube is anticipated to continue to grow 50 % of top... On your favorite brands ' social media apps make messaging the main or a primary function, including (... Connect and market to the most popular shopping format in the Asian market, marketers need to creative... Of the top five social media platforms to communicate and interact with friends and family an... Media via mobile their product or service across APAC have seen massive growth in years! Reach your target audience is Gen Z, you ca n't go wrong with the Instagram shop % last.! Very popular, with 300 million users, over 72 % of the population these 360 million internet go! Inputs to match the current selection introduced in 1999 and is mainly used to send emails or share.... 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