www.adnear.com Transit/Carrier Peak time for engagement Top engaged audience Repeat Travellers per month Tokyo Transit 3pm to 5pm Students Hardly Hong Kong Transit 2pm to 8pm Homemakers Usually Delhi Carrier 9am to 4pm Students Hardly Mumbai Carrier 9am to 4pm Students Sometimes Macau Carrier 4pm to 10pm Homemakers Hardly Bangkok Transit 11am to 6pm Affluent Hardly Kuala Lumpur Transit 8pm to 2am Affluent Usually Singapore Transit 3pm to 9pm Homemakers Usually Jakarta Transit 12pm to 8pm Affluent Usually Manila Carrier 4pm to 10pm Professionals Usually Melbourne Carrier 5pm to 10pm Affluent Usually Sydney Carrier 5pm to 10pm Affluent Usually Tokyo Hong Kong Melbourne Sydney Mumbai Delhi Macau Manila Singapore Kuala Lumpur Bangkok Jakarta JAPAC TRAVELLER REPORT 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
Transcript
www.adnear.com
Transit/Carrier
Peak time for engagement
Top engaged audience
Repeat Travellers per month
Tokyo
Transit
3pm to 5pm
Students
Hardly
Hong Kong
Transit
2pm to 8pm
Homemakers
Usually
Delhi
Carrier
9am to 4pm
Students
Hardly
Mumbai
Carrier
9am to 4pm
Students
Sometimes
Macau
Carrier
4pm to 10pm
Homemakers
Hardly
Bangkok
Transit
11am to 6pm
Affluent
Hardly
Kuala Lumpur
Transit
8pm to 2am
Affluent
Usually
Singapore
Transit
3pm to 9pm
Homemakers
Usually
Jakarta
Transit
12pm to 8pm
Affluent
Usually
Manila
Carrier
4pm to 10pm
Professionals
Usually
Melbourne
Carrier
5pm to 10pm
Affluent
Usually
Sydney
Carrier
5pm to 10pm
Affluent
Usually
Tokyo
Hong Kong
Melbourne
Sydney
Mumbai
DelhiMacau
Manila
SingaporeKuala Lumpur
Bangkok
Jakarta
J A P A CTRAVELLER REPORT
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
Tokyo
Hong Kong
Melbourne
Sydney
Mumbai
Delhi Macau
Manila
SingaporeKuala Lumpur
Bangkok
Jakarta
Transit 3pm to 5pm Students Hardly
Carrier 4pm to 10pmHomemakers Hardly
Transit 2pm to 8pm Homemakers Usually
Carrier 4pm to 10pmProfessionals Usually
Carrier 5pm to 10pmAffluent Usually
Carrier 5pm to 10pmAffluent Usually
Transit 3pm to 9pmHomemakers Usually
Transit 12pm to 8pmAffluent Usually
Transit 8pm to 2amAffluent Usually
Carrier 9am to 4pmStudents Sometimes
Carrier 9am to 4pmStudents Hardly
Transit 11am to 6pmAffluent Hardly
JAPAC TRAVELLER REPORT 2014
Transit/CarrierPeak time for engagementTop engaged audienceRepeat Travellers per month
www.adnear.com
J A P A CTRAVELLER 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.
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.
Demography Location Intelligence
Time & Day trends
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.
Australia has the highest % Female Traveller Engagement.
28%India has the lowest % Female Traveller Engagement.
17%Japan has the highest % engagement in 16 to 24 Age Group Travellers.
35%
SEA has the lowest % engagement in 16 to 24 Age Group Travellers.
17%Singapore has the highest % of Repeat Travellers.
69%India has high % of one time travellers.
40%
www.adnear.com
Peak Period
Australia
Peak Day
Lowest Day
3 pm to 9 pm
Tuesday
Sunday
Indonesia
12 pm to 8 pm
Sunday
Thursday
Malaysia
8 pm to 2 am
Friday
Monday
Singapore
3 pm to 9 pm
Sunday
Tuesday
Thailand
11 am to 6 pm
Friday
Tuesday
Philippines
4 pm to 10 pm
Sunday
Thursday
India
9 am to 4 pm
Monday
Sunday
Hong Kong
2 pm to 9 pm
Monday
Saturday
Japan
12 pm to 5 pm
Monday
Tuesday
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.
KEY FINDINGS
01
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.
TV SmartphoneLaptop Tablet
417
439
AP
AC
113
108
147
50
Glo
bal
104
115
159
61
Indo
nesi
a
132
117
181
110
Phili
ppin
es
9914
317
411
5
Thai
land
7896
167
95
Aus
tral
ia
125
102
132
37
Indi
a
3116
295
96
Japa
n
1513
568
125
Hon
g K
ong
4293
154
101
Sing
apor
e
3910
516
298
Indonesia and Philippines have highest Smartphone Screen Minutes across JAPAC, while Indians spend almost 40% of their time, highest in JAPAC, on Smartphones
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%.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
https://www.millwardbrown.com/adreaction/2014/#/
https://www.millwardbrown.com/adreaction/2014/#/
Millward Brown
02
AD SPEND ACROSS MEDIUMS
40.1%Television Television
39.2%Mobile Internet2.7%
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.
16.9%Newspapers
18.1%Desktop Internet Desktop Internet
19.5%
7.9%Magazines
Mobile Internet7.6%
Newspapers13.7%
Magazines6.4%
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.
Mobile ad spends to grow ~3X from 2013 to 2016
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
http://tinyurl.com/lfo7rog
03
MOBILE AD SPEND VS TIME SPENDIt 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 on other apps expected to increase
18 %
49 %
17%18 %
65 %
33 % Time Spent
Google Facebook Others
Ad Spend
60 %
50 %
40 %
30 %
20 %
10 %
0%
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.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
04
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.
49% 24%Thailand
87% 64%Singapore
80% 58%Malaysia
75% 59%Australia
51% 48%Japan
62% 67%Hong Kong
15% 31%Phillipines
23% 14%Indonesia
10% 11%India
Mob Internet Penetration
Smartphone Penetration
Singapore, Malaysia, Australia and Hong Kong are countries with very high smartphone and mobile internet penetration
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.
AUSTRALIA14%
ID32%
PN29%
IND29%
SG18%
JAPAN5%HONG KONG
17%
MY28%
TH36%
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
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.
Airport Traffic (mn)
0
10
20
30
40
50
60
7062
5
53
29
50
37
47 46
3034
28
36
of the users connected to the internet
Reaching
20% Requests / user
30 Avg Time Spent at Airports
65mins
Tokyo Macau HongKong Manila Jakarta Kuala
Lumpur Bangkok Singapore Mumbai Delhi Melbourne Sydney
Tokyo & SEA Airports, transit airports for the country and region, have the highest traffic in terms of people.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
http://tinyurl.com/kbfly2x
07
AUDIENCE ENGAGEMENT BY GENDER AT AIRPORTS
SEA
Hong Kong
Japan
Australia
India
x(28%) 2.5x(72%)
x(17%) 5x(83%)
x(23%) 3x(77%)
x(26%) 3x(74%)
x(24%) 3x(76%)
1.5x
4x
2x
2x
2x
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.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
08
AUDIENCE ENGAGEMENT BY AGE GROUP AT AIRPORTS
SEA
Hong Kong Japan
Australia India24%
63%
11%
1%
21%
68%
10%
1%
25%
68%
5%
2%
17%
70%
10%
3%
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.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
09
FREQUENCY OF TRAVELLERSAT THE AIRPORTS
Once TwiceThrice
& More
30% 15% 55%Australia
38%22%40%India
25% 15% 60%SEA
43%23%32%Hong Kong
65% 23% 12%Japan
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.
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
10
TIME TRENDS FOR AUDIENCE ENGAGEMENT AT AIRPORTSAirport users were more engaged with their Smartphones during the later half of the day as compared to first half of the day.
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.
Lowest Number of Travellers on Sunday and highest on Tuesdays
Once TwiceThrice
& More Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
10% lower mobile engagement on Sunday as compared to other
Days
Sydney has 10% lower engagement on weekend as compared to weekdaysStudents are more engaged in Sydney as compared to MelbourneMore no. of repeat travellers as compared to Melbourne
Melbourne has 10% lower engagement on weekend as compared to weekdaysAffluent are more engaged in Melbourne as compared to SydneyMore no. of first time travellers as compared to Sydney
Top App Categories
3.2x x 2x 3x
Melbourne
Social Apps
Health & FitnessWeather
Social Apps Entertainment
Health & Fitness
Sydney
Australia
13
AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY
Affluent
ProfessionalHomemakers
StudentsAffluent
ProfessionalHomemakers
Students
2x x 1.2x 1.5x
35 Mins Average Time Spent
50 Mins Average Time Spent
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
15% 25% 68% 5% 2%85%
Delhi
16-2425-36
37-50 above 50
Mumbai
42% 22% 36% 9am to 4pm
PeakPeriod
17% 25% 69% 5% 1%83%
16-2425-36
37-50 above 50
39% 22% 39% 9am to 4pm
PeakPeriod
14
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.
Lowest Number of Travellers on Friday and highest on Monday
Lowest Number of Travellers on Sundays and highest on Saturday
India
Once TwiceThrice
& More Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
10% lower engagement on weekend as compared
to weekdays
Top App Categories
x 2x x 2.6x
Delhi Mumbai
15
AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI
Affluent ProfessionalHomemakers
Students
AffluentProfessional
Homemakers
Students
x 2x x 2.5x
SocialApps Gaming
74 MinsAverage Time Spent
81 MinsAverage Time Spent
India
Entertainment Gaming Entertainment
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
Delhi & Mumbai has 10% lower engagement on Sunday as compared to other daysStudents are more engaged as compared to other profilesHigh 1 time travellers at 40%
21% 18% 72% 9% 1%79%
Macau
16-2425-36
37-50 above 50
Hong Kong
64% 24% 12% 4pm to 10pm
PeakPeriod
26% 21% 68% 10% 1%74%
16-2425-36
37-50 above 50
32% 23% 43% 2pm to 8pm
PeakPeriod
16
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAUThe 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
Lowest Number of travellers on Thursday and highest on Monday
Lowest Number of travellers on Saturday and highest on Monday
Once TwiceThrice
& More Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
15% lower mobile engagement on Saturday as
compared to other Days
30% lower mobile engagement on Thursday as
compared to other Days
Top App Categories
x 1.5x 1.6x x
17
AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU
AffluentProfessional
Homemakers
StudentsAffluent
ProfessionalHomemakers
Students
1.5x 2.5x 3x x
96 MinsAverage Time Spent
75 MinsAverage Time Spent
SocialAppsGaming Entertainment
SocialApps Information Entertainment
ii
Macau Hong Kong
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
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.
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.
21% 15% 69% 15% 1.70%79%
16-2425-36
37-50 above 50
19% 12% 69% 3pm to 9pm
PeakPeriod
97 mins
TimeSpent
Sunday Tuesday
PeakDay
LowestPeriod
18
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.
Higher % of male travellers across SEA AirportsHas higher % of repeat travellers Has 15% of 37 to 50 Age Group travellers with higher engagement
Affluent
Professional
Homemakers
Students
2x x 5x 1.5x
SocialAppsGaming Entertainment
Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
23% 18% 62% 15% 5%77%
16-2425-36
37-50 above 50
43% 25% 32% 11am to 6pm
PeakPeriod
91 mins
TimeSpent
Friday Tuesday
PeakDay
LowestPeriod
19
AUDIENCE ENGAGEMENT TRENDS FOR BANGKOKThe 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.
Higher percentage of one time travellersHigher engagement seen by affluent
Affluent Professional
HomemakersStudents
3x 2x x 1.5x
SocialAppsGaming Entertainment
Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
25% 21% 73% 5% 0.5%75%
16-2425-36
37-50 above 50
34% 18% 48% 12pm to 8pm
PeakPeriod
63 mins
TimeSpent
Sunday Thursday
PeakDay
LowestPeriod
20
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.
Affluent
Professional Homemakers
Students
3.1x x x 1.4x
SocialAppsGaming Entertainment
Has 25% of engagement from female travellersHas higher engagement with Gaming appsAffluent are more engaged as compared to other user profiles
Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
21% 11% 77% 10% 1%79%
16-2425-36
37-50 above 50
32% 18% 50% 8pm to 2am
PeakPeriod
63 mins
TimeSpent
Friday Monday
PeakDay
LowestPeriod
21
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.
Affluent
ProfessionalHomemakers
Students
x 2.5x 2.2x 2x
SocialAppsGaming Entertainment
Professionals are more engaged compared to other user profilesHigher percentage of users engaged in the 24 to 36 age groupHighest percentage of male users who are engaged at the airports
Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
27% 29% 56% 14% 2%73%
16-2425-36
37-50 above 50
38% 18% 44% 4pm to 10pm
PeakPeriod
77 mins
TimeSpent
Sunday Thursday
PeakDay
LowestPeriod
22
AUDIENCE ENGAGEMENT TRENDS FOR MANILAThe 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.
AffluentProfessional
Homemakers Students
2.1x 2.8x 1.7x x
SocialAppsWork Entertainment
Higher Engagement at airports by ProfessionalsWork apps are more popular Higher % of female travellers as compared to other airports in SEA
Once TwiceThrice
& More
JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS
24% 35% 52% 12% 1%76%
16-2425-36
37-50 above 50
65% 23% 12% 3pm to 5pm
PeakPeriod
65 mins
TimeSpent
Monday Tuesday
PeakDay
LowestPeriod
23
AUDIENCE ENGAGEMENT TRENDS FOR JAPAN: TOKYOTokyo 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.
AffluentProfessional
HomemakersStudents
x 1.7x 2x 3x
SocialAppsGaming
Tokyo has higher engagement from StudentsComparatively higher percentages of users from 16 to 24 Age Group
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.
