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Study helps advertisers understand the dominant profile of mobile users in India, Indonesia, Malaysia, Philippines, Thailand, and Vietnam
Shoppers, high-tech enthusiasts, gamers, and travellers are four of the most common and desirable audiences for advertisers. India, Australia, Vietnam, and Thailand had the most number of these audiences amongst the seven markets surveyed. (Image credit: Opera Mediaworks)
India leads a study of six Asia Pacific (APAC) countries and Australia in the share of mobile users who are shoppers.
The study is part of a State of Mobile Advertising report released yesterday. India, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam are part of the APAC Power 6 (or ‘P6′) countries who were subjects of the study.
Joining India as ‘Saavy Shoppers’ are Indonesia, Malaysia, and Vietnam, with Tokopedia, OLX, Lelong, and Chotot.vn, the most popular shopping sites in the four markets respectively.
Audience profile
Image credit: Opera Mediaworks
The ‘Saavy Shoppers’ are alongside ‘High-tech Enthusiasts’, ‘Travellers’, and ‘Gamers’ identified, in the study jointly conducted by Opera Mediaworks (a mobile ad platform for brands headquartered in California) and the Mobile Marketing Association, as the “most common and desirable” audience segments for advertisers. Australia, Vietnam, and Thailand led the three other segments respectively.
Gamers in the P6 (65 per cent of them) leaned towards Android-powered devices. They favoured (in terms of impressions registered) Cut the Rope, a series of physics-based puzzle video games developed by Russian entertainment and gaming company ZeptoLab, as their choice of mobile game.
Also Read: Mobile gaming advertising in Asia increases 459 per cent!
Popular mobile content
Image credit: Opera Mediaworks
While the identification of audience segments aids advertisers in directly meeting campaign objectives, measuring the performance of different mobile content categories helps “gauge audience size and interest”.
In this regard, mobile users in APAC used their phones most for social networking and mobile stores and carrier portals.
In four of the P6 countries, social networking websites and apps were amongst the top two most popular mobile content categories. The category is third most popular in Thailand, while it ranked outside the top three in Malaysia.
The popularity of mobile stores and carrier portals as a category was the result of feature-phone owners needing to access content and apps through these channels. According to the study, 88.5 per cent of unique users to mobile stores and carrier portals visit from feature phones.
Also Read: [Update] Mobile will be the next digital advertising frontier: Eric Eichmann
Increasing adoption of smartphones
With the share of impressions for mobile advertising via Android- and iOS-enabled smartphones topping a combined 70 per cent, the market share of feature phones is declining.
Even in markets where the transition from feature phones to smartphones has been slower, namely Vietnam, Indonesia, and the Philippines, about half of the mobile user base has moved to smartphones.
Also Read: 5 things that will shape mobile advertising in 2015
Mobile video offers highest advertising value in terms of eCPM
A graph of Index eCPM against percentage of total impressions in P6 and Australia for display, native, and video ads. (Image credit: Opera Mediaworks)
The report, based on this year’s third quarter data from the 400 million unique users that Opera has in the APAC and Oceania region, also found that India leads the region in overall revenue and traffic for advertisers, accounting for more than half (53 per cent) of the total impressions for mobile advertising.
Of the various advertising formats (including rich media display and native) contributing to revenue and traffic in the study, mobile video offers the most impact and value in terms of eCPM (Effective Cost Per Mille or Effective Cost Per Thousand Impressions) in nearly all of the countries. The only exception is Malaysia, where display ads are top.
But high eCPM does not necessarily translate into revenue. The monetisation potential of the Indian market, for example, is much lower due to the relatively high share (25 per cent) of feature phones, which have limited capacity for rich media ads such as video. Similarly for Thailand and Indonesia.
Also Read: 5 mobile advertising trends to watch out for in 2015
What increasing use of smartphones means for advertising
Commenting on the increasing adoption of smartphones in the region, and what it represents for the advertising industry, Opera Mediaworks Managing Director for Asia, Vikas Gulati, said, “The ability to serve high-impact — and therefore high-value — rich media and video ads on smartphones is what is truly powering the monetisation potential of the region.
“These ad types are effective at attracting, engaging, and ultimately converting mobile consumers, so, in markets like Australia where we see a high ratio of video impressions, brand advertisers are seeing strong results from the rich media campaigns.”
Also Read: RedMart and the case for performance-driven advertising
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