Tokyo JAPAC TRAVELLER REPORT Delhi Mumbai Hong Kong Macau Manila Bangkok Kuala Lumpur Singapore Jakarta Sydney Melbourne Tokyo Hong Kong Delhi Mumbai Macau Bangkok Kuala Lumpur Singapore Jakarta Manila Melbourne Sydney Transit/Carrier Transit Transit Carrier Carrier Carrier Transit Transit Transit Transit Carrier Carrier Carrier Peak time for engagement 3pm to 5pm 2pm to 8pm 9am to 4pm 9am to 4pm 4pm to 10pm 11am to 6pm 8pm to 2am 3pm to 9pm 12pm to 8pm 4pm to 10pm 5pm to 10pm 5pm to 10pm Top engaged audience Homemakers Homemakers Homemakers Professionals Repeat Travellers per month Hardly Usually Hardly Sometimes Hardly Hardly Usually Usually Usually Usually Usually Usually 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 www.adnear.com
2014 Transit 11am to 6pm Hardly Carrier 4pm to 10pm Homemakers Hardly Transit 3pm to 5pm Hardly Carrier 9am to 4pm Hardly Tokyo Transit 2pm to 8pm Homemakers Usually Carrier 9am to 4pm Sometimes Transit 8pm to 2am Usually Delhi Mumbai Kuala Lumpur Macau Hong Kong Bangkok Manila Singapore Carrier 4pm to 10pm Professionals Usually Jakarta Transit 3pm to 9pm Homemakers Usually Carrier 5pm to 10pm Usually Transit/Carrier Peak time for engagement Top engaged audience Repeat Travellers per month Transit 12pm to 8pm Usually Melbourne Sydney Carrier 5pm to 10pm Usually www.adnear.com
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, Homemakers, Professionals and through proprietary AdNear technology. Some of the key insights from the study are presented below. Location Intelligence Demography Time & Day trends 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. 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. Evenings saw highest number of engaged users across all airports. Sunday & Monday were the preferred days of travel in most airports. www.adnear.com
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% India has the lowest % Female Traveller Engagement. 35% Japan has the highest % engagement in 16 to 24 Age Group Travellers. 17% SEA has the lowest % engagement in 16 to 24 Age Group Travellers. 69% Singapore has the highest % of Repeat Travellers. 40% India has high % of one time travellers. www.adnear.com
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 Peak 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 www.adnear.com
417 SCREEN MINUTES ACROSS DEVICES IN JAPAC 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. 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%. TV Laptop Smartphone Tablet Indonesia and Philippines have highest Smartphone Screen Minutes across JAPAC, while Indians spend almost 40% of their time, highest in JAPAC, on Smartphones 113 108 147 50 Global 104 115 159 61 439 APAC 132 117 181 110 Indonesia 99 143 174 115 Philippines 78 96 167 95 Thailand 125 102 132 37 Australia 96 95 162 31 India 125 68 135 15 Japan 101 154 93 42 Hong Kong 98 162 105 39 Singapore https://www.millwardbrown.com/adreaction/2014/#/ Millward Brown https://www.millwardbrown.com/adreaction/2014/#/ 01
AD SPEND ACROSS MEDIUMS 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. 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. 2.7% Mobile Internet 40.1% Television 39.2% Television 7.6% Mobile Internet 16.9% Newspapers 13.7% Newspapers 7.9% Magazines 18.1% Desktop Internet 19.5% Desktop Internet 6.4% Magazines Mobile ad spends to grow ~3X from 2013 to 2016 http://tinyurl.com/lfo7rog 02
MOBILE AD SPEND VS TIME SPEND 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 % 33 % 18 % 17% 18 % Google Facebook Others 50 % 40 % 30 % 20 % 10 % 0% Time Spent Ad Spend Ad Spend on other apps expected to increase 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. 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 75% 59% Singapore 87% 64% Indonesia 23% 14% Thailand 49% 24% Malaysia 80% 58% Phillipines 15% 31% Mob Internet Penetration Smartphone Penetration Japan 51% 48% Hong Kong 62% 67% India 10% 11% Singapore, Malaysia, Australia and Hong Kong are countries with very high smartphone and mobile internet penetration http://www.emarketer.com/article/asia-pacific-emerging-markets-grab-highest-smartphone-user-shares/1010938 emarketer http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview social.org 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. 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. HONG KONG 17% JAPAN 5% IND 29% MY 28% TH 36% PN 29% 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 SG 18% ID 32% AUSTRALIA 14% http://www.slideshare.net/truongminhyen/2014-asia-pacific-digital-overview social.org 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. 70 60 50 62 53 50 47 46 Airport Traffic (mn) 40 30 29 37 30 34 28 36 20 Tokyo & SEA Airports, transit airports for the country and region, have the highest traffic in terms of people. 10 0 Tokyo 5 Macau Hong Kong Manila Jakarta Kuala Lumpur Bangkok Singapore Mumbai Delhi Melbourne Sydney http://tinyurl.com/kbfly2x Reaching 20% Requests / of the users user connected to the internet 65mins 30 Avg Time Spent at Airports 06
AUDIENCE ENGAGEMENT BY GENDER AT AIRPORTS Australia x(28%) 1.5x 2.5x(72%) India x(17%) 4x 5x(83%) SEA Hong Kong x(23%) x(26%) 2x 2x 3x(77%) 3x(74%) Japan x(24%) 2x 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 24% 63% 11% 1% India 25% 68% 5% 2% SEA 17% 70% 10% 3% Hong Kong 21% 68% 10% 1% Japan 35% 52% 12% 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 Once Twice Thrice & More Australia SEA Japan 30% 15% 55% 25% 15% 60% 65% 23% 12% Hong Kong 32% 23% 43% India 40% 22% 38% 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. 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 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 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 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. Melbourne Australia Sydney 16-24 25-36 37-50 above 50 16-24 25-36 37-50 above 50 28% 72% 24% 63% 11% 1% 23% 77% 25% 64% 10% 1% Once Twice Thrice & More Peak Once Twice Thrice & More Peak 33% 16% 51% 5pm to 10pm 27% 14% 59% 5pm to 10pm Lowest Number of Travellers on Sunday and highest on Tuesdays 12
AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY Melbourne Homemakers Professional Australia Sydney Homemakers Professional 2x x 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 Social Apps Health & Fitness Entertainment 50 Mins Average Time Spent Melbourne has 10% lower engagement on weekend as compared to weekdays are more engaged in Melbourne as compared to Sydney More no. of first time travellers as compared to Sydney 35 Mins Average Time Spent Sydney has 10% lower engagement on weekend as compared to weekdays 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 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 India Mumbai 16-24 25-36 37-50 above 50 16-24 25-36 37-50 above 50 15% 85% 25% 68% 5% 2% 17% 83% 25% 69% 5% 1% Once Twice Thrice & More Peak Once Twice Thrice & More Peak 42% 22% 36% 9am to 4pm 39% 22% 39% 9am to 4pm Lowest Number of Travellers on Friday and highest on Monday Lowest Number of Travellers on Sundays and highest on Saturday 14
AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI Delhi India Mumbai Professional Homemakers Professional Homemakers x 2x x 2.6x 10% lower engagement on weekend as compared to weekdays x 2x x 2.5x Top App Categories Social Apps Gaming Entertainment Gaming Entertainment 74 Mins Average Time Spent 81 Mins Average Time Spent Delhi & Mumbai has 10% lower engagement on Sunday as compared to other days are more engaged as compared to other profiles High 1 time travellers at 40% 15
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU 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 Macau Hong Kong 16-24 25-36 37-50 above 50 16-24 25-36 37-50 above 50 21% 79% 18% 72% 9% 1% 26% 74% 21% 68% 10% 1% Once Twice Thrice & More Peak Once Twice Thrice & More Peak 64% 24% 12% 4pm to 10pm 32% 23% 43% 2pm to 8pm Lowest Number of travellers on Thursday and highest on Monday Lowest Number of travellers on Saturday and highest on Monday 16
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU Macau Hong Kong Professional Homemakers 30% lower mobile engagement on Thursday as compared to other Days Professional Homemakers x 1.5x 1.6x x 15% lower mobile engagement on Saturday as compared to other Days 1.5x 2.5x 3x x Gaming Social Apps Entertainment Top App Categories i Social Apps Information 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. 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 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. 16-24 25-36 37-50 above 50 Professional Homemakers 21% 79% 15% 69% 15% 1.70% 2x x 5x 1.5x Time Spent 97 mins Once Twice Thrice & More Peak Peak Day Lowest 19% 12% 69% 3pm to 9pm 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 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. 16-24 25-36 37-50 above 50 Professional Homemakers 23% 77% 18% 62% 15% 5% 3x 2x x 1.5x Time Spent 91 mins Once Twice Thrice & More Peak Peak Day Lowest 43% 25% 32% 11am to 6pm Friday Tuesday Gaming Social Apps Entertainment Higher percentage of one time travellers Higher engagement seen by affluent 19
AUDIENCE ENGAGEMENT TRENDS FOR JAKARTA 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. 16-24 25-36 37-50 above 50 Professional Homemakers 25% 75% 21% 73% 5% 0.5% 3.1x x x 1.4x Time Spent 63 mins Once Twice Thrice & More Peak Peak Day Lowest 34% 18% 48% 12pm to 8pm Sunday Thursday Gaming Social Apps Entertainment Has 25% of engagement from female travellers Has higher engagement with Gaming apps are more engaged as compared to other user profiles 20
AUDIENCE ENGAGEMENT TRENDS FOR KUALA LUMPUR 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. 16-24 25-36 37-50 above 50 Professional Homemakers 21% 79% 11% 77% 10% 1% x 2.5x 2.2x 2x Time Spent 63 mins Once Twice Thrice & More Peak Peak Day Lowest 32% 18% 50% 8pm to 2am Friday 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 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. 16-24 25-36 37-50 above 50 Professional Homemakers 27% 73% 29% 56% 14% 2% 2.1x 2.8x 1.7x x Time Spent 77 mins Once Twice Thrice & More Peak Peak Day Lowest 38% 18% 44% 4pm to 10pm 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 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. 16-24 25-36 37-50 above 50 Professional Homemakers 24% 76% 35% 52% 12% 1% x 1.7x 2x 3x Time Spent 65 mins Once Twice Thrice & More Peak 65% 23% 12% 3pm to 5pm Peak Day Lowest Monday Tuesday Gaming Social Apps i Information Tokyo has higher engagement from 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