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In
December 2000, NetValue released its first wave of full data on Internet
usage behaviors for Asia.
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Singapore and Taiwan are nearly as much connected as
the US
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Koreans are addicted to the web; they spend 15.7
hours per user online!
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Hong Kong leads the way in Instant Messaging, with
more than 62% of users hooked on IM
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Korea is the all-out winner for audio and video, with
over three times as many people engaging in audio and video usage
than Americans
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E-commerce: Asia lagging behind the
West…
Household
Internet Connection: Denmark, USA, Singapore and Taiwan are leading.
*
Households connected to Internet in Mexico DF, Guadalajara &
Monterrey Socio-economic levels A&B, C+, C, D - November 2000.
**
China (Beijing, Guangzhou, Shanghai)
Time spent
online : Koreans addicted to the web ?
Koreans spend far more time on the web (15.7 hours per user)
compared to their Asian counterparts and the rest of the world
In
terms of hours spent surfing per user, China's Internet users (might
well be spending) the least amount of time compared to other Asian
markets (with 7.1 hours on average per user), but spend more time
surfing than the UK, France or Denmark.
Considering that Asian consumers are relative newcomers to the
Internet compared to global players such as the United States,
NetValue is finding remarkably sophisticated usage behaviors across
the region. Online consumers in the markets
of Hong Kong, Singapore, Korea and Taiwan use a larger number of
protocols than Internet users in the US or Europe.
Instant
Messaging: The market that talks
Hong Kong leads the way in this protocol, with more than 62% of
users hooked on instant messaging (IM). The reach for Hong Kong
(62.1%) and Singapore (50.7%) are markedly higher than the IM figure
for the US (34.4%). Koreans, at a 4.4% reach, seem to have the least
interest in using instant messaging compared to other markets.
Audio and
Video: Korea tunes in to the future
Korea is the all-out winner for this protocol, with over three times
as many people
engaging in audio and video usage than Americans. The high instance
of broadband penetration in Korea (38%) compared with other Asian
markets could account for this figure. In other Asian markets,
broadband penetration is less than 10% (11% in the US).
The
advanced usage of audio/video in Korea is a good indicator for those
moving into the broadband content. Marketers should keep a close
watch over the developments in Korea – here we're seeing a glimpse
of the future for the Internet market.
Email: Asia,
you've got mail
Singapore and Taiwan have the most important email activity in Asia,
with more than 54 emails either sent or received per Internet user
per month. On average, Asia falls short of the statistics seen from
the US (64.6 emails), but exceeds the statistics obtained for France
(32.5), UK (38.9 emails), or Germany (41.6).
E-commerce:
Asia lagging behind the West
Asian
markets have a consistent pattern when it comes to visiting
e-commerce sites (between 45-54%), but they are lagging behind the
US (73.1%) and Europe.
Asian
users do not appear to be as receptive as Western users when it
comes to shopping online.
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