q3 2013-update-trends
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Internet Audience in Thailand Q3 2013
Nuttakorn Rattanachaisit Managing Director Predictive Co., Ltd.
Digital Analytics User Experience Search Optimization
Local Representative for
INTERNET AUDIENCE LANDSCAPE
Overall Total Internet Audience Q3 2013
Total Internet Users (Home & Work) PC : 10.88 M (+1.21% from Q3) Total Visits : 494.98 M (+2.12% from Q1)
Based on comScore Thailand Data
55+ 45-54 35-44 25-34 15-24 19.8% 20.6%
11.9%
6.6%
3.6%
2.2%
11.6%
6.7%
3.9%
2.3%
Males are slightly more to be online than Females. Female age 35-55+ are growth segments.
(+1.34%)
(+4.42%)
(+1.57%)
(-1.99%)
(-0.25%)
(-4.15%)
(+3.35%)
(+0.20%)
(-1.85%)
(-0.14%)
Total Internet Audience Trends (000) Home & Work PC
9,600
9,800
10,000
10,200
10,400
10,600
10,800
11,000
Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013
Average Minutes Per Usage Day (Home & Work PC)
The trend of decline still remaining the same : average minutes per usage day on Home & Work PC due to emerging of mobile and tablet access.
0.0
20.0
40.0
60.0
80.0
100.0
120.0
Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013
Top 5 Categories by Growth % (YoY)
Category Q3 2012 Q3 2013 % Growth
Mall 175 846 384
Personals 532 1,524 187
Platform 2,742 6,396 133
Financial Information/Advice 611 1,053 72
Taxes 1 2 67
Q3 2012 VS Q3 2013
Top 5 Categories by Growth % (Quarter by Quarter)
Category Q1 2013 Q2 2013 % Growth
Platform 3,013 6,396 112
Job Search 11 23 101
Family & Youth Education 169 234 38
Politics 109 143 31
Green 444 544 23
Q3 2013 VS Q2 2013
Media Total Unique Visitors (000)
Aug-2012 Aug-2013 % Change Total Internet : Total Audience 10,086 10,821 7 Entertainment 9,884 10,604 7 Portals 9,884 10,604 7 Corporate Presence 9,884 10,604 7 Services 9,884 10,604 7 Social Media 9,884 10,576 7 Distributed Content 8,479 10,550 24 Multimedia 9,078 10,269 13 Search/Navigation 9,241 10,082 9 Social Networking 9,697 10,010 3 Publisher 8,272 9,960 20 Promotional Servers 8,878 9,104 3 Directories/Resources 6,870 8,511 24 News/Information 7,482 7,869 5 Lifestyles 7,686 7,574 -1 Blogs 7,986 7,279 -9 Retail 6,699 6,680 0 Technology 7,163 6,610 -8 Platform 2,742 6,396 133 Downloads 6,789 6,091 -10 Newspapers 5,233 5,893 13
Remark : Included Duplicate
MULTIMEDIA CONTENTS
Multimedia Contents
YouTube dominates the market share for multimedia contents
Platform
Total Unique Visitors (000)
Aug-2012 Aug-2013 % Change
Entertainment - Multimedia 9,078 10,269 13
YOUTUBE.COM 7,628 8,029 5
DAILYMOTION.COM 1,449 2,919 101
iTunes Software (App) 1,355 1,626 20
Gretech Corp. (GOM) 1,809 1,487 -18
Sanook Video 970 965 0
Media Total Unique Visitors (000)
Aug-2012 Aug-2013 % Change
YYCAST.COM 1 73 7,730
GUCHILL.COM 81 612 652
KEEK.COM 9 53 497
Naver.com Comics 11 51 340
SPOKEDARK.TV 117 396 240
Youku & Tudou 45 148 230
JIKGO.COM 9 18 98
SOHU.COM TV 8 16 93
LIVESTREAM.COM 26 51 92
SINA Video 8 15 87
Short video is emerging trend for multimedia content
• 8 Million Unique Visitors (+5% YoY) • 120 Million Visits (+2% YoY) • 2,057 Million Minutes Spent (+2% YoY) • 32.8 Average Minutes Per Day (+2.8% YoY)
VEVO @ YouTube
• 2 Million Unique Visitors Per Month • Majority of audience are 15-24
YouTube Homepage traffic is declining – people not start their journey on discover content from homepage but via Search (Google) and Facebook.
Google is #1 Source for YouTube traffic (37%) – Follow by Facebook (29%)
37%
6% 29%
9%
8%
3% 2%
5%
1%
Blogger
Viacom (MTV, Warner)
VEVO
Windows Live
Outlook.com
Pantip
Bloggang
BLOG
Platform
Total Unique Visitors (000)
Aug-2012 Aug-2013 % Change
Social Media - Blogs 7,986 7,279 -9
Blogger 5,618 5,929 6
BLOGGANG.COM 2,881 2,480 -14
WORDPRESS.COM 3,607 2,254 -38
EXTEEN.COM 2,782 1,888 -32
OKNATION.NET 2,521 1,781 -29
PLATFORM
Platform
Total Unique Visitors (000)
Aug-2012 Aug-2013 % Change
Disqus 4,622 5,571 21
Outbrain 1,335 1,564 17
Lijit Networks 572 409 -29
Meebo 1,593 65 -96
Justin.tv Media Platform 24 32 33
You need to plan your content strategies and distribute it at the right medium
Look beyond Thailand!
Free!
Key Takeaways • Desktop Women Users (35 or above) is important segment. • E-Commerce is significant growth in the market. • Short clip video is emerging trend for multimedia content. • Majority of blog platform unique visitor is declining except
Blogger • Use Content Analytics for measuring the success of campaign. • Understanding the insight of users and user journey is key
success. • Look beyond Thai market – there are huge opportunities
outside Thailand • Tag your content with comScore for standardizing your
benchmarking. It’s free!
Thank You
Contact : Nuttakorn Rattanachaisit Email : [email protected] Mobile : 0860023644 Twitter : @Nuttakorn http://www.facebook.com/PredictiveMKT