JAPAC 12 Cities V5.1
Transcription
JAPAC 12 Cities V5.1
JAPAC TRAVELLER REPORT www.adnear.com EXECUTIVE SUMMARY The JAPAC traveller report analyses traveller behaviour across 12 airports in 9 countries in the JAPAC region. The analysis was done from the samples taken during the months of April, May and June. The airports studied were Melbourne & Sydney in Australia, Hong Kong and Macau in People's Republic of China, Tokyo in Japan, Delhi and Mumbai in India, and Singapore, Kuala Lumpur, Jakarta, Bangkok and Manila in South East Asia. We analysed more than 1 million travellers in terms of demography, smartphone engagement, time spend, time of the day, day of the week and type of apps engaged across the 12 airports. The travellers have been segregated into various profiles like Students, Homemakers, Professionals and Affluent through proprietary AdNear technology. Some of the key insights from the study are presented below. Location Intelligence Though developed countries have a lower percentage of sharing location, there is a huge scope for players who can geographically target users through proprietary technologies. www.adnear.com Demography We see higher engagement from males as compared to other age groups across all airports. Users between age group 25 to 36 were engaged the most as compared to other age groups. Time & Day trends Evenings saw highest number of engaged users across all airports. Sunday & Monday were the preferred days of travel in most airports. KEY FINDINGS Some interesting trends were seen across the airports in gender ratio, frequency of travellers, age group, peak travel time and more. A snapshot of some insights are below. 28% Australia has the highest % Female Traveller Engagement. 17% SEA has the lowest % engagement in 16 to 24 Age Group Travellers. www.adnear.com 17% India has the lowest % Female Traveller Engagement. 69% Singapore has the highest % of Repeat Travellers. 35% Japan has the highest % engagement in 16 to 24 Age Group Travellers. 40% India has high % of one time travellers. KEY FINDINGS Sydney has the lowest time spent at the airports while Singapore has the highest time spent. Australia has the highest per user engagement at the airports while India has the lowest. India, Malaysia and Indonesia have the highest percentage of user engagement at the airports. Australia Indonesia Malaysia Singapore Thailand Philippines India Hong Kong Japan 3 pm to 9 pm 12 pm to 8 pm 8 pm to 2 am 3 pm to 9 pm 11 am to 6 pm 4 pm to 10 pm 9 am to 4 pm 2 pm to 9 pm 12 pm to 5 pm Peak Day Tuesday Sunday Friday Sunday Friday Sunday Monday Monday Monday Lowest Day Sunday Thursday Monday Tuesday Tuesday Thursday Sunday Saturday Tuesday Peak Period www.adnear.com SCREEN MINUTES ACROSS DEVICES IN JAPAC JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS 439 Millward Brown https://www.millwardbrown.com/adreaction/2014/#/ https://www.millwardbrown.com/adreaction/2014/#/ 417 01 39 105 Singapore 162 98 Hong Kong 101 Japan India 125 68 154 93 135 162 95 96 Australia 125 Thailand 96 78 Philippines 102 143 99 Indonesia 117 132 APAC 115 104 Global 108 113 Indonesia and Philippines have highest Smartphone Screen Minutes across JAPAC, while Indians spend almost 40% of their time, highest in JAPAC, on Smartphones 42 15 31 37 174 132 Tablet Smartphone 167 Laptop 147 TV 159 181 95 50 61 115 Time spent on Smartphones in JAPAC is higher than the global average. 50% of the time is spent on mobile devices in JAPAC region as compared to the global average of 47%. 110 Globally on an average, people spend around 7 hours a day viewing TV, Laptops, Smartphones and Tablets. TV and Laptop that were once the devices with major time spend are gradually being replaced by Smartphones and Tablets. This has been due to increase in internet speeds and improved processing capabilities of these devices. AD SPEND ACROSS MEDIUMS JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Only recently, Mobile as a medium has started to gain traction in global ad spends. Though the time spend in terms of the screen share of mobile is at least 30% globally, we can see that the present share of mobile ad spend is hardly 2.7%. This is expected to raise up to 7.6% over the next 2 years with the major share gain coming in due to the decrease in ad spends on Newspapers and Magazines. 2.7% Mobile Internet One of the main drawback for mobile as compared to other devices has been the lack of right profiling and targeting for brands. With increase in audience profiling based on location data added with 3rd party data, marketers today are able to target users more precisely as compared to before. 7.6% 40.1% Television 39.2% Television 13.7% 16.9% Newspapers Newspapers 7.9% Magazines Mobile Internet 6.4% 18.1% Desktop Internet 19.5% Magazines Desktop Internet Mobile ad spends to grow ~3X from 2013 to 2016 http://tinyurl.com/lfo7rog 02 MOBILE AD SPEND VS TIME SPEND JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS It has been seen that mobile users spend around 35% of their time on Facebook and Google. And time spent on other apps like gaming, chat apps and local apps make up around 65%. Ad Spend is the highest on Google. Though the time spent on other apps is 1.8 times the time spent on Google and Facebook, the ad spend on the other apps is 1/3rd of the total pie. This skew is expected to reduce with an increase in awareness of advertising options available on other apps and user profiling through other privacy safe methods in the next few years. 60 % 65 % 49 % 50 % 33 % 18 % 17% 18 % 40 % 30 % 0% Facebook Ad Spend 20 % 10 % Google Time Spent Ad Spend on other apps expected to increase Others 03 SMARTPHONE AND MOBILE INTERNET PENETRATION IN JAPAC Singapore, Malaysia, Australia and Hong Kong have very high penetration of Smartphones whereas India, Philippines and Indonesia are amongst the countries with lowest smartphone penetration in the JAPAC region. JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Mobile internet penetration is also in line with the smartphone penetration. Due to increasing competition and with more users now shifting towards smartphones, the penetration is expected to grow. This is expected to increase the mobile ad spend over the coming years. Australia Singapore Indonesia Thailand Malaysia Phillipines 75% 59% 87% 64% 23% 14% 49% 24% 80% 58% 15% 31% Mob Internet Penetration Japan Hong Kong India 51% 48% 62% 67% 10% 11% Smartphone Penetration Singapore, Malaysia, Australia and Hong Kong are countries with very high smartphone and mobile internet penetration eMarketer http://www.emarketer.com/Article/Asia-Pacific-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938 social.org http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview 04 LOCATION BASED SERVICES SPREAD IN JAPAC Though the smartphone penetration is lower in countries such as Thailand, India and Indonesia, the users were more likely to use location based services on their mobiles as compared to the high smartphone penetration countries in JAPAC. JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS For countries like Australia, Japan and Hong Kong where the usage of location based services is lower there is opportunity for players who can geographically target users through proprietary technologies. JAPAN 5% HONG KONG 17% IND 29% MY 28% TH 36% SG 18% Though developed countries have a lower percentage of users sharing location, there is a huge scope for players who can geographically target users through proprietary technologies PN 29% ID 32% AUSTRALIA 14% social.org http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview 05 REACH ACROSS JAPAC AIRPORTS As part of our analysis for the JAPAC region and user engagement, we picked 12 airports across 9 countries and analyzed the kind of users, their age profiles and their engagement at these airports. JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS 70 62 Airport Traffic (mn) 60 53 50 50 40 47 46 37 30 29 30 36 34 28 20 Tokyo & SEA Airports, transit airports for the country and region, have the highest traffic in terms of people. 5 10 0 Tokyo Macau Hong Kong Manila Jakarta Kuala Lumpur Bangkok Singapore Mumbai Delhi Melbourne http://tinyurl.com/kbfly2x Reaching 20% of the users connected to the internet 30 Requests / user 65mins Avg Time Spent at Airports 06 Sydney AUDIENCE ENGAGEMENT BY GENDER AT AIRPORTS SEA Hong Kong Japan 1.5x x(28%) Australia India JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS 4x x(17%) x(23%) x(26%) x(24%) 2.5x(72%) 2x 2x 2x 5x(83%) 3x(77%) 3x(74%) 3x(76%) The number of male travellers across all airports is higher than female travellers. Australia sees the highest amount of female travellers and India sees the lowest. 07 AUDIENCE ENGAGEMENT BY AGE GROUP AT AIRPORTS Australia JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS India 24% SEA 25% 17% 63% 68% 70% 11% 5% 10% 1% 2% 3% Hong Kong 21% Japan 35% 68% 52% 10% 12% 1% 1% 16 - 24 25 - 36 37 - 50 Above 50 The 25 – 36 age group across all countries has higher engagement at airports. One of the factors would be that smartphone penetration in the 37 – 50 age group is lower compared to other age groups The 16 – 24 Age group in Japan has significantly higher engagement as compared to other countries. 08 FREQUENCY OF TRAVELLERS AT THE AIRPORTS SEA Thrice & More Twice Once Australia JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS 30% 15% 25% 55% 15% 60% 23% 65% Japan Hong Kong 32% India 40% We split the users based on the number of times they were engaged with us during the course of the research as once, twice, thrice & more. 23% 12% 43% 22% 38% There are more number of repeat travellers in airports as compared to one time travellers. Australia and SEA have higher number of repeat travellers at their airports as compared to other airports. 09 TIME TRENDS FOR AUDIENCE ENGAGEMENT AT AIRPORTS JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Airport users were more engaged with their Smartphones during the later half of the day as compared to first half of the day. 0000 - 0600 Hrs 0600 - 1000 Hrs 1000 - 1400 Hrs 1400 - 1800 Hrs 1800 - 2359 Hrs Australia India SEA Hong Kong Japan 1600 – 1800 hours was the peak engagement time across most airports. 10 DAY WISE TREND FOR AUDIENCE ENGAGEMENT AT AIRPORTS Sunday Monday Tuesday JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Wednesday Thursday Friday Saturday Australia India SEA Hong Kong Japan Overall Monday is one of the busiest days across all airports. 11 AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Australia has 2 major airports in Melbourne and Sydney. Sydney is the largest airport in Australia and Melbourne the second largest. Melbourne – Sydney is the 3rd most travelled route in the world. While Melbourne airport is 20 kms from the city, Sydney airport is 8 km from the city, one of the reasons why time spent at airports is lower in Sydney. Australia Melbourne 25-36 16-24 28% 72% Once Twice 33% 24% 63% Thrice & More 16% 37-50 above 50 25-36 16-24 11% 1% Peak Period 51% Sydney 5pm to 10pm 23% 77% Once Twice 27% 25% 64% Thrice & More 14% 37-50 10% above 50 1% Peak Period 59% 5pm to 10pm Lowest Number of Travellers on Sunday and highest on Tuesdays 12 AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY Sydney Melbourne Affluent Homemakers JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Australia Students Affluent Homemakers Professional Professional 2x x Students 1.2x 1.5x 10% lower mobile engagement on Sunday as compared to other Days 3.2x x 2x 3x Top App Categories Social Apps Health & Fitness Weather 50 Mins Average Time Spent Melbourne has 10% lower engagement on weekend as compared to weekdays Affluent are more engaged in Melbourne as compared to Sydney More no. of first time travellers as compared to Sydney Social Apps Health & Fitness Entertainment 35 Mins Average Time Spent Sydney has 10% lower engagement on weekend as compared to weekdays Students are more engaged in Sydney as compared to Melbourne More no. of repeat travellers as compared to Melbourne 13 AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Delhi and Mumbai are India’s 2 largest airports. They are swanky, newly built, recently inaugurated airports with the Delhi airport being 16 km from the city and the Mumbai airport being around 12 km from the city. Delhi 25-36 16-24 15% 85% Once Twice 42% 25% 68% Thrice & More 22% Mumbai India 37-50 above 50 5% 2% Peak Period 36% 25-36 16-24 9am to 4pm Lowest Number of Travellers on Friday and highest on Monday 17% Once 39% 83% 25% 69% Thrice & More Twice 22% 37-50 5% above 50 1% Peak Period 39% 9am to 4pm Lowest Number of Travellers on Sundays and highest on Saturday 14 AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Mumbai Delhi India Students Students Affluent Professional Homemakers Affluent Professional Homemakers 10% lower engagement on weekend as compared to weekdays x 2x x x 2.6x 2x x 2.5x Top App Categories Social Apps Gaming Entertainment 74 Mins Average Time Spent Gaming Entertainment 81 Mins Average Time Spent Delhi & Mumbai has 10% lower engagement on Sunday as compared to other days Students are more engaged as compared to other profiles High 1 time travellers at 40% 15 AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS The Hong Kong International Airport is also home to one of the world's largest passenger terminal. Hong Kong International Airport is one of the busiest airports in Asia. The airport is the world's busiest cargo gateway and one of the world's busiest passenger airports. Macau International has been a common transfer point for people traveling between China and Taiwan, as well as a passenger hub for destinations in mainland China and Southeast Asia Hong Kong Macau 25-36 16-24 21% 79% Once Twice 64% 18% 72% Thrice & More 24% 37-50 above 50 16-24 9% 1% Peak Period 12% 25-36 4pm to 10pm Lowest Number of travellers on Thursday and highest on Monday 26% Once 32% 74% 21% 68% Thrice & More Twice 23% 37-50 10% above 50 1% Peak Period 43% 2pm to 8pm Lowest Number of travellers on Saturday and highest on Monday 16 AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU Hong Kong Macau Affluent Professional x 1.5x Homemakers Homemakers Students 1.6x x 30% lower mobile engagement on Thursday as compared to other Days 15% lower mobile engagement on Saturday as compared to other Days Affluent 1.5x Top App Categories Gaming JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Social Apps Entertainment 96 Mins Average Time Spent Travellers spend 96 minutes at the airports. Thursday has 30% lower mobile engagement as compared to other days. Highest number of travellers were seen on Monday. Social Apps Professional Students 2.5x i 3x Information x Entertainment 75 Mins Average Time Spent 15% lower engagement seen on Saturday as compared to other days. Information apps have higher usage compared to other airports. Users spend 75 mins at the airports. 17 AUDIENCE ENGAGEMENT TRENDS FOR SINGAPORE JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Singapore Changi Airport is a major aviation hub in Southeast Asia. It is about 17.2 km from the commercial centre in Changi. Changi Airport serves more than 100 airlines operating 6,400 weekly flights connecting Singapore to over 250 cities in about 60 countries and territories worldwide. Homemakers Affluent Students 25-36 16-24 37-50 above 50 Professional Time Spent 21% Once 19% 79% 15% 69% Thrice & More Twice 12% 15% 1.70% Peak Period 69% 3pm to 9pm 2x Peak Day x 5x 97 mins 1.5x Lowest Period Sunday Tuesday Gaming Social Apps Entertainment Higher % of male travellers across SEA Airports Has higher % of repeat travellers Has 15% of 37 to 50 Age Group travellers with higher engagement 18 AUDIENCE ENGAGEMENT TRENDS FOR BANGKOK JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS The airport is currently the main hub for Thai Airways International, Bangkok Airways and Orient Thai Airlines. It also serves as regional gateway and connecting point for various foreign carriers. It is also a major air cargo hub with a total of 96 airlines. Affluent 25-36 16-24 37-50 Professional Homemakers above 50 Students Time Spent 23% Once 43% 77% 18% 62% Thrice & More Twice 25% 15% 5% Peak Period 32% 11am to 6pm 3x Peak Day Friday 2x x 91 mins 1.5x Lowest Period Tuesday Gaming Social Apps Entertainment Higher percentage of one time travellers Higher engagement seen by affluent 19 AUDIENCE ENGAGEMENT TRENDS FOR JAKARTA JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Soekarno–Hatta International Airport, the main airport serving the greater Jakarta area on the island of Java, Indonesia. It is the 8th busiest airport in the world connecting various Islands of Indonesia. Affluent 25-36 16-24 37-50 Students Professional above 50 Homemakers Time Spent 25% Once 34% 75% 21% 73% Thrice & More Twice 18% 5% 0.5% Peak Period 48% 12pm to 8pm 3.1x Peak Day x x 63 mins 1.4x Lowest Period Sunday Thursday Gaming Social Apps Entertainment Has 25% of engagement from female travellers Has higher engagement with Gaming apps Affluent are more engaged as compared to other user profiles 20 AUDIENCE ENGAGEMENT TRENDS FOR KUALA LUMPUR JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Kuala Lumpur International Airport is Malaysia's main international airport and one of the major airports of South East Asia. It acts as a major hub for Malaysian Airlines and Air Asia. Professional Homemakers Affluent 25-36 16-24 37-50 Students above 50 Time Spent 21% Once 32% 79% 11% 77% Thrice & More Twice 18% 10% 1% Peak Period 50% 8pm to 2am x Peak Day Friday 2.5x 2.2x 63 mins 2x Lowest Period Monday Gaming Social Apps Entertainment Professionals are more engaged compared to other user profiles Higher percentage of users engaged in the 24 to 36 age group Highest percentage of male users who are engaged at the airports 21 AUDIENCE ENGAGEMENT TRENDS FOR MANILA JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS The Manila International Airport, is the airport serving Manila and its surrounding metropolitan area. It is the main international gateway for travellers to the Philippines and serves as a hub for AirAsia Zest, Cebu Pacific, PAL Express, Philippine Airlines, Tigerair Philippines, and Philippines AirAsia. Professional Affluent 25-36 16-24 37-50 Homemakers above 50 Students Time Spent 27% Once 38% 73% 29% 56% Thrice & More Twice 18% 14% 2% Peak Period 44% 4pm to 10pm 2.1x Peak Day 2.8x 1.7x 77 mins x Lowest Period Sunday Thursday Work Social Apps Entertainment Higher Engagement at airports by Professionals Work apps are more popular Higher % of female travellers as compared to other airports in SEA 22 AUDIENCE ENGAGEMENT TRENDS FOR JAPAN: TOKYO JAPAC TRAVELLER REPORT ACROSS 12 AIRPORTS Tokyo International Airport is the primary international airport serving the Greater Tokyo Area of Japan. Narita handles the majority of international passenger traffic to and from Tokyo and Japan, and is also a major connecting point for air traffic between Asia and the Americas. Homemakers 25-36 16-24 37-50 Affluent above 50 Students Professional Time Spent 24% Once 65% 76% 35% 52% Thrice & More Twice 23% 12% 1% Peak Period 12% 3pm to 5pm x Peak Day 1.7x 2x 65 mins 3x Lowest Period Monday Tuesday Gaming Social Apps i Information Tokyo has higher engagement from Students Comparatively higher percentages of users from 16 to 24 Age Group 23 SOURCES http://www.cnbc.com/id/101501665#, Millward Brown Report http://www.adnews.com.au/adnews/answering-marketers-prayers-smartphone-penetration-hits-75, Adnews http://www.emarketer.com/Article/Asia-Pacific-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938, Emarketer http://www.slideshare.net/fullscreen/wearesocialsg/social-digital-mobile-around-the-world-january-2014/29, Social.org http://think.withgoogle.com/mobileplanet/en/, Google http://www.theguardian.com/news/datablog/2012/may/04/world-top-100-airports#data, Airports Council International Data from Various Airports www.adnear.com AdNear is a leading location intelligence company that leverages historical location and context to power data driven marketing for advertisers. The company’s data platform is built on top of proprietary technology, giving it the strength of location awareness without the need for GPS or operator assistance. Founded in 2012, AdNear is now headquartered in Singapore with a presence across Australia, South East Asia, Japan and India. To date, the company has reached a massive 530+ million device users and works with marquee brands such as P&G, Woolworths, Audi, Unilever, BMW, Adidas, Ford, Samsung and IKEA. AdNear is backed by investments from leading venture capitalists Sequoia Capital, Canaan Partners, Telstra Ventures & Global Brain. Visit www.adnear.com to find out more