Vietnam Thinks Local & Excels In Online Video Use

A recent survey from comScore revealed some interesting data about the popularity and growth of online video in the East Asia region.

In June of this year 83.1 percent of the world’s online population watched online video from a home or work computer. That represents 1.2 billion people worldwide age 15 and older undertaking this activity.

In the same month 197.5 billion videos were viewed online globally.  The average viewer watched 159.4 videos in June of 2012 and it is a particularly popular past time in Asia.

A significant factor in this development has been increased broadband access and content availability which has resulted in higher online video viewing activity.

It should be noted though that these results only present part of the picture, as they relate to video watching using a PC and do not include other platforms or situations such as viewing a video in an Internet cafe, on a mobile phone or tablet.  Given the impact of mobile not having this data included is a flaw.  Where too are South Korean and Thailand both of which are heavy users of broadband & mobile technologies?

The key findings from the survey were:

• Vietnam has the strongest reach of online video viewers in the Asia-Pacific region
• Vietnam has the highest video viewing penetration (89.8 percent ) and  Indonesia  had the lowest (66.9 percent ).
• Vietnam, Hong Kong, Singapore, Japan and New Zealand all exceeded  the global average for online video penetration
• China was the leader when it came to the largest online video market by audience size.  It hads 266.2 million unique viewers (79.4 percent reach).  Next was Japan with 61.5 million viewers (83.7 percent reach) followed by India with 44.6 million viewers (73.1 percent reach).
• When it came to online video engagement, the average Japanese viewer watched 242.5 videos per month, Hong Kong viewers watched 180.7 videos, Singapore 158.1 videos and Australia 151.4.
• Google sites are the top video destination in Indonesia, Philippines, Taiwan and Vietnam thanks to its ownership of YouTube
• Facebook.com ranked as the second largest video viewing destination in the Philippines and the third ranked destination in Indonesia and Taiwan
• VEVO and Viacom Digital were in the top five  video viewing destinations in both Indonesia and the Philippines
• Yahoo! Sites are big in Taiwan, ranking second. Tudou Sites come in 4th ranked and Youku Inc.5th.
• Local providers always excel in Vietnam so it is no surprise that VnExpress, Vega Corporation (Clip.vn) and Tuoi Tre Online securing places were all in the top five in the rankings.

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'Nuff Churp In Your Tweets?

Putting bloggers and advertising in contact with each other and making money in the process of so doing is not a new occurrence.

EBuzzing does this quite successfully and now there is a Asia-Pacific equivalent, Nuffnang; the brainchild of a London School of Economics graduate, Cheo Ming Shen.

Mr Cheo has expanded his operation still further to promote similar advertising relationships using Twitter and Facebook.

Enter Churp Churp  which at this stage is only open to Singaporean and Malaysian residents.

In both cases the power of social media Influencers is being harnessed to deliver product information.

Not content with these two online platforms the entrepreneur and his company has also built Jipaban which claims to be South East Asia's largest online mall with 86 stalls and more than 3,000 products.

In a BBC Interview he says "he is fortunate to be able to do this and is wary of Singapore's attempts to create more self-starting entrepreneurs through government grants. He believes they could deter genuine business models with scope for development.

Instead, he fears that the schemes have the potential to "cultivate a group of people who just come up with ideas…for funding and they think: with this funding I can run off my crazy 're-invent the wheel' kind of ideas."

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The 2010 Asian Digital Marketing Association Handbook

Image via Wikipedia

Based in Hong Kong, this association produces one of the most valuable marketing resources in the Asia Pacific Region.Its annual yearbook contains a wealth of information . See the Boxnet file share at the bottom of this blog site to get a copy.

Some salient statistics to consider when developing your digital marketing strategy:

•  Asia Pacific internet uses spent more than 5.6 trillion minute online in 2009
• They bought an estimated $US7 billion dollars in virtual goods
• The influence of online friends when making a purchasing decision is notable
• Mobile shopping is undertaken by 80% of mobile users
• Australians spend more time on social networking sites than anyone else in the world
• The Asia Pacific region is home to the largest and fastest growing internet population in the world with 764 million users at the beginning of this year, compared to 995 million for the rest of the world combined.
• Search is an increasingly popular activity with the volume of searches rising 31% over the previous year.
• Half of the top twenty sites in the Asia Pacific region are based in China.

 Comscore's Data Passport for the first half of 2010 also supports these findings and the usage type varies quite markedly by region - charts below

Source: Comscore

Source: Comscore

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