Owned by Alibaba Group, Youku is one of the most popular video hosting and streaming platforms in China, alongside TikTok (Douyin in China) and Bilibili. Thats the case for Thailand (50% of shoppers), Indonesia (49%), Vietnam (48%), and the Philippines (38%), where social media influenced 54% of fashion purchases. Release date refers to the date of access. In Southeast Asia, e-commerce big-hitters like Tokopedia and Zalora are also incorporating influencer marketing into their campaigns. Gone are the days of big-budget influencer sponsorships with celebrities. And I think the key takeaway here is to make sure you dont rely too heavily on media headlines to inform your social media strategy. However, the number of people using social media is growing even faster. As elsewhere, social media is massively popular across Southeast Asia. ", StatCounter, Share of social media traffic in Southeast Asia in 2022, by country and platform Statista, https://www.statista.com/statistics/1293253/sea-top-social-media-platforms-by-traffic-share-and-country/ (last visited March 01, 2023), Share of social media traffic in Southeast Asia in 2022, by country and platform [Graph], StatCounter, February 28, 2022. For further information about LINE, its users, and digital advertising, please refer to our other articles, Why LINE is the most popular messenger app in Japan and The Ultimate Guide to using LINE Japan for advertising your business. A total of 4.72 billion people are now online, which means that the global internet penetration rate has doubled in less than 10 years. Travel-related purchases make up US$5.38 billion; electronics & physical media, US$1.01 billion; and fashion & beauty, US$874 million. 89.3% of the entire South Korean population are social media users. So why not give it a try for your brand? 5). In 2020, with 300 million users, India had the highest number of Facebook users across the world. YouTube is the most popular platform in South Korea, with 85.9% of internet users aged 16-64 using it. TikTok would have been closing in on Instagram for second place, but its ejection from India has made that outcome nearly impossible. When expanded it provides a list of search options that will switch the search inputs to match the current selection. GWIs latest data reveals that when it comes to South East Asias young adults you can reach almost all of the users of a particular social media platform on at least one other platform. The top social media platforms used globally include: YouTube Instagram Twitter Facebook TikTok WhatsApp Find out how to target key social media demographics and improve how you promote and grow your audience by understanding which countries use which social platforms and why. Get in touch with us. To put these numbers in context, its worth highlighting that young adults in South-East Asia now spend 4 times as much time using the internet as they spend watching television and that includes time spent watching streaming platforms like Netflix. How can you save money on eCommerce fulfilment? Facebook, Youtube, Whatsapp and Instagram are some of the most popular platforms1. Short Video Content will Dominate Social Media Platforms 1. 24.00 million. The most-used platforms are YouTube, Whatsapp, Instagram, and Facebook2. With Facebook Shop, Instagram Live Shopping, Tiktok Shops, and Product Pins from Pinterest, shopping is as seamless as it gets. Enter branded content. While Youku isnt a social media platform, it still deserves a spot on this list due to its sheer number of users. It is free to use, but users can purchase premium features and services. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); #SMPerth 2023 | Privacy Policy | Sitemap, How to overcome 6 small business challenges during COVID-19, Social Media Sins // 7 things to avoid at all costs. Well start off with a quick look at the global state of digital for context, before going on to look at the specific behaviours and preferences of South-East Asias young adults. Exportable files for easy reading, analysis and sharing. View all stats Browser Given that APAC covers a wide region, the most popular platforms also vary greatly between countries. Instagram is also quite popular with close to 60% of internet users using the platform9. LINE is a Japanese messaging app that is popular across Asia. Im Simon Kemp, and over the next 10 minutes, Ill guide you through the online behaviours of South-East Asias young adults, with a specific focus on their social media activities. In addition to messaging and voice and video calls, KakaoTalk also offers features such as a social network, gaming, and even a payment system. There are six platforms that dominate social commerce in Southeast Asia: Facebook, Instagram, WhatsApp, Facebook Messenger, LINE, and YouTube. Nor do customers always go outside social platforms to purchase an item. It's safe to say that, 5. Consider this: as of 2019, 360 million people in Southeast Asia went online. For this group of platforms, only YouTube can claim any unique users amongst this demographic, but even then, that unique audience only accounts for 2 in every 1,000 users. SNOW is a South Korean messaging and multimedia app. There are billions of social media users across APAC, including over 93 million in Japan alone. It's not a new idea in digital marketing, but it's still an effective way for a brand to build credibility and boost conversion rates. In Southeast Asia, e-commerce big-hitters like Tokopedia and Zalora are also incorporating influencer marketing into their campaigns. Business Solutions including all features. LinkedIn did slightly better than Twitter with 370,000 reached users via ads. With the right strategies in place, you can tap into the power of UGC and build a loyal customer base that trusts your brand. So, given that social media plays such an important role in the lives of young adults across South-East Asia, lets take a closer look at their social media behaviours and preferences. In research conducted by GWI just a few weeks ago, more than a quarter of internet users aged 16 to 24 across South-East Asia said that Facebook is their favourite social media platform, ranking it higher than any other platform. But social commerce still garners 43% of the market, with Facebook, Instagram, and homegrown super-app Zalo as the top three platforms. Register in seconds and access exclusive features. As of 2021, there are 55 million active social media users in Thailand, which equates to around 78.7% of the population. QQ is a cross-platform instant messaging and VoIP software service developed by Chinese tech giant Tencent. Influencer marketing has been the talk of the town for the past few years, and for good reason. Only Vietnam falls below the global average, but Vietnamese people still spend an average of 6 hours and 47 minutes online each day. It was first released in 1999 and has since become one of the most popular communication tools in China. There are 4.33 billion social media users around the world today, equating to more than 55 percent of the worlds total population. Have you hopped on the social audio trend yet? Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. Beauty products come in at second with 30%; and books, stationery and gifts are at a distant third with 16%. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Active social media user penetration APAC 2022, by country, Social media market share Asia 2022, by platform, Average time spent online by consumers on social media APAC 2019-2021, Number of active social media users APAC 2022, by country, Social media: global penetration rate 2023, by region, Most popular social media in China Q3 2022, Global social network penetration rate as of January 2023, by region, Active social media user penetration in the Asia-Pacific region as of February 2022, by country, Number of active social media users in the Asia-Pacific region as of February 2022, by country (in millions), Average time spent using social media by online consumers in the Asia-Pacific region from third quarter of 2019 to third quarter of 2021 (in hours and minutes), Market share of social media platforms in Asia in February 2022, by platform, Mobile social media market share Asia 2022, by platform, Market share of mobile social media in Asia as of April 2022, by platform, Facebook monthly market share Asia 2022-2023, Monthly market share of Facebook in Asia from April 2022 to January 2023, Twitter monthly market share Asia 2022-2023, Monthly market share of Twitter in Asia from April 2022 to January 2023, Instagram monthly market share Asia 2022-2023, Monthly market share of Instagram in Asia from April 2022 to January 2023, YouTube monthly market share Asia 2022-2023, Monthly market share of YouTube in Asia from April 2022 to January 2023, Share of internet users of the leading social media in China as of 3rd quarter 2022, Facebook: monthly active users in APAC 2014-2021, Facebook monthly active users (MAU) in the Asia-Pacific region as of 4th quarter 2021 (in millions), Daily active Facebook users APAC Q1 2014-Q4 2021, Number of daily active Facebook users in the Asia-Pacific region from 1st quarter 2014 to 4th quarter 2021 (in millions), Facebook quarterly revenue APAC 2014-2021, by segment, Revenue of Facebook in Asia Pacific from 1st quarter 2014 to 4th quarter 2021, by segment (in million U.S. dollars), Distribution of YouTube channels Asia November 2021, by category, Distribution of YouTube channels in Asia as of November 2021, by category, Average number of subscribers of YouTube channels Asia November 2021, by category, Average number of subscribers of YouTube channels in Asia as of November 2021, by category (in 1,000s), Average views per subscriber of YouTube channels Asia 2021, by category, Average views per subscriber of YouTube channels in Asia in 2021, by category, Average views per video of YouTube channels Asia 2021, by category, Average views per video of YouTube channels in Asia in 2021, by category (in 1,000s), Number of active WeChat messenger accounts Q2 2011-Q3 2022, Number of monthly active WeChat users from 2nd quarter 2011 to 3rd quarter 2022 (in millions), Number of monthly active users of Weibo Corporation from 1st quarter of 2014 to 3rd quarter of 2022 (in millions), Number of daily active TikTok users via iOS worldwide from January 2019 to January 2022 (in millions), Number of daily active TikTok users via Android worldwide from January 2019 to January 2022 (in millions), Commonly used platforms for influencers Asia 2021, by country, Share of influencers using selected social media platforms in Asia in 2021, by country or territory, Number of YouTube channels Asia November 2021, by subscriber count, Number of YouTube channels with over one thousand subscribers in Asia as of November 2021, by subscriber count, Most subscribed YouTube channels APAC Feb 2022, Most subscribed YouTube channels from Asia Pacific as of February 2022 (in million subscribers), Most followed Instagram accounts APAC Feb 2022, Most followed Instagram accounts from the Asia-Pacific region as of February 2022 (in million followers), Daily time spent spent using social media APAC 2021, by country, Average daily time spent using social media in the Asia-Pacific region in 3rd quarter of 2021, by country (in hours and minutes), Average number of social media platforms used per internet user APAC 2021, by country, Average number of social media platforms used per internet user in a month in the Asia-Pacific region in 2021, by country or territory, Share of internet users using social media for work APAC 2021, by country, Share of internet users who use social media for work purposes in the Asia-Pacific region in 2021, by country or territory, Intention to shop on social media platforms APAC 2021, by country, Intention to shop on social media platforms in selected Asia-Pacific countries in 2021, Interest in social media commerce integration SEA 2020, by country, Share of interest in social media commerce integration in Southeast Asia in 2020, by country. That's user-generated content, or UGC for short! They leave reviews on sellers official pages, tag them for raves and rants, and show off their new buys on their own feeds. Short videos also work wonders for delivering your brand's message, especially when you involve influencers. Lets dig a bit deeper into the data to find out. Overall social commerce's revenue per order rose 88% during the first two quarters of this year. Insider Intelligence Inc. All Rights Reserved. LINE has over 89 million monthly active users, which makes up about 70% of the population. Not only does social audio help build credibility and trust for your brand, but it also opens the door for interactive communication with your community. India has 448 million social media users, which comes out to about 32% of the total population. Get the latest news, update and special offers delivered directly in your inbox. With short attention spans, especially in the Asian market, marketers need to get creative to stand out. Across South-East Asia, people aged 16 to 24 spend roughly 60 percent of their waking lives online. The live streaming genre where people broadcast their daily life is also known as in-real-life (IRL). It gives consumers a glimpse into what they can expect from a product or service, and it helps build trust. Facebook isnt far behind YouTube though, with almost 88 percent of internet users aged 16 to 24 across South-East Asias larger economies saying that they use the platform each month. A whopping 92% are on Facebook, 76% sell via WhatsApp, 72% sell on Instagram, and 49% are on Facebook Messenger. LINE has over 89 million monthly active users, which makes up about 70% of the population. Some 34.8% log on to read news stories, while 31% use the networks to search for articles or videos. The number of social media users in Thailand at the start of 2022 was equivalent to 81.2 percent of the total population, but it's important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why). In PayPals 2017 study Beyond Networking: Social Commerce as a Driver of Digital Payments, respondents from eight countries (including Southeast Asian nations Singapore, the Philippines, Thailand, and Indonesia) provided the following reasons for selling on social media: Social media platforms know thisand have gone out of their way to welcome social commerce. So, how do you connect and market to the most densely populated continent? Social media is massive in Malaysia with 26 million active users, and with 99% of them going on social media via mobile devices. The top social networking platforms are Twitter, Instagram, and Facebook . However, the numbers for South-East Asia are even more impressive. Find the best Social Media companies and startups to work for in South East Asia on Wellfound (formerly AngelList Talent) - See company jobs, overviews, benefits, funding info, employee reviews, and more. The overwhelming popularity of Facebook in the region has led to four Southeast Asian countries appearing in the top ten of largest advertising . The app has seen plenty of successful marketing campaigns and is considered one of the most effective marketing platforms. In 2020, QQ introduced e-learning as the pandemic closed many schools in China. Our recent Digital 2021 April Global Statshot Report reveals that global internet adoption has just passed the 60 percent mark, meaning that 6 in every 10 people alive on Earth today now use the internet. Use Ask Statista Research Service. The latest data from GWI shows that the typical global internet user now spends an average of almost 7 hours per day online, which means that humanity will spend a combined total of 12 trillion hours using the internet in 2021 alone. The days of Asia-Pacific regularly producing double-digit growth in social network usership are over, but bright spots still abound for platforms like TikTok, Instagram, and Snapchat. WeChat has many features but is predominantly a messaging service with around 38 billion messages sent daily. Other popular Japan-specific social media platforms include Niconico (video sharing), Snow (selfie camera app), Ameba (blogging). Proprietary data and over 3,000 third-party sources about the most important topics. Curated marketplace for fundraising . It is important to note that there is localized preference such as Line with a whopping 86% usage in Thailand and Zalo with a respectable 77% usage in Vietnam. Have you ever noticed those customer photos and videos showing up on your favorite brands' social media pages? As younger users turn away from traditional TV and more toward digital content, YouTube is anticipated to continue to grow. A full 61% of all people in the region are active on social media - a significant rise from 55% just one year ago. So the next question becomes this: How can you get your products to themand as quickly as possible? Clicking on the following button will update the content below. Kakaostory is also quite popular, ranking 6th in DigitalReportals study. It is very popular among celebrities and influencers and is mainly used to stay up-to-date on current events or to get updates on topics users are interested in5. It also comes with a character limit, similar to Twitter. Published by S. Ganbold , Jun 30, 2022. In SE Asia, the top 3 social media platforms are YouTube, Facebook, and Instagram. Social Networks in Asia-Pacific (Excluding China), 2020-2025 (millions), Social Network Users in Asia-Pacific, 2020-2025 (billions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network Users, 2022 (millions), TikTok Users in Asia-Pacific, 2019-2025 (millions, % change, and % of internet users), Top 5 Countries in Asia-Pacific, Ranked by TikTok Users, 2022 (millions), Snapchat Users in Asia-Pacific, 2020-2025 (millions, % change, and India as a % of APAC Snapchat users), Social Network Users in India, by Platform, 2020-2025 (% of social network users), Social Network Users in Southeast Asia, by Platform, 2020-2025 (millions), Social Network User Growth in Southeast Asia, by Platform, 2022 (% change), Social Network Users in Select Countries in Southeast Asia, by Platform, 2022 (millions), Social Network Users in Indonesia, by Platform, 2020-2025 (% of social network users), Social Network Users in China, 2020-2025 (millions, % change, and % of internet users), Douyin Users in China, 2020-2025 (millions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network User Penetration, 2022 (% of internet users), Facebook Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Instagram Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Twitter Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Social Network Users in Japan, by Platform, 2020-2025 (% of social network users), Social Network Users in South Korea, by Platform, 2020-2025 (% of social network users), Social Network Users in Australia, by Platform, 2020-2025 (% of social network users), Social Network Users in New Zealand, by Platform, 2020-2025 (% of social network users), TikTok Users in Southeast Asia, 2020-2025 (millions, % change, and % of internet users), Instagram and TikTok Users in Southeast Asia, 2020-2025 (% of internet users), Social Network Users in Asia-Pacific, by Platform, 2021-2025 (millions). Social media has given brands more ways than ever to connect with customers. Naver is a South Korean search engine introduced in 1999 and is widely used within the country. In Taiwan, social media is hugely popular among internet users. data than referenced in the text. When choosing from the apps available, you must consider the audience for your brand. 1Source: https://datareportal.com/reports/digital-2021-india, 2Source: https://datareportal.com/reports/digital-2021-indonesia, 3Source: https://datareportal.com/reports/digital-2021-indonesia, 4Source: https://datareportal.com/reports/digital-2021-japan, 5Source: https://www.trenders.co.jp/news/1772/, 6Source: https://datareportal.com/reports/digital-2021-thailand, 7Source: https://datareportal.com/reports/digital-2021-thailand, 8Source: https://www.facebook.com/iq/insights-to-go/tags/thailand, 9Source: https://datareportal.com/reports/digital-2021-taiwan, 10Source: https://datareportal.com/reports/digital-2021-south-korea. Branded Content Draws Bigger Attention, 6. WHO WE ARE? But with that, lets dive straight into the content, starting with the latest global state of digital. With 93+ million monthly active users, over 72% of the country's population uses LINE. TheSee this and similar jobs on LinkedIn. But social commerce here is also set to include conversation commerce. Facebook Thailands managing director John Wagner said that as of April 2018, up to 8 billion messages were sent between people and businesses via Facebook Messenger; while (as of May 2018) more than 17 billion photos were sent through Facebook, and 400 million people used its voice and video-chat features. This text provides general information. The platform has already reached over 584 million users and is often seen as Chinas most influential social network. Social media has surpassed physical retail to become the second most popular shopping format in the region, second only to e-commerce. In GWIs ongoing study of digital behaviours across 47 of the worlds top economies, the Philippines consistently comes out top in terms of time spent using the internet. Whether you're in the B2B or B2C space, TikTok is a fantastic way to reach a wide audience. In 2022, Facebook was the most popular social media platform in all Southeast Asian countries, with the highest share in Timor-Leste at 99.56 percent. Social media market share Asia 2022, by platform. Collectively, these platforms rack up the following statistics: PayPals Asia report on social commerce also states that 80% of Indonesian online merchants sell on social media. Weibo is continually evolving and has even made some strategic changes to encourage users to stay on the platform for longer by launching an online game centre. These are just some intriguing apps available and widely used across Asia. Well, once again, the data holds some surprises. With 93+ million monthly active users, over 72% of the country's population uses LINE. This new way of shopping is called S-commerce, or social media commerce, and it lets brands sell products directly on social media platforms no need for consumers to jump around to different sites. Please do not hesitate to contact me. Now you know where to reach your customers. Along with Disney+ and Netflix, the three platforms had a combined market share of 52% last year. That's why UGC is such a valuable tool. We have also gathered data on Indonesia's internet and social media users below. Different social media platforms have different market potentials, so it's important to choose the right one for your brand. Sellers know about this great social-media love as well, and readily make themselves available on their customers preferred platforms. We also examine user trends among the major international platforms and those in China. If you are an admin, please authenticate by logging in again. 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If you are an admin, please authenticate by logging in again today equating! Those in China is massively popular across Southeast Asia went online 55 million active social media users around the.! Than ever to connect with customers just some intriguing apps available and widely used across Asia years, and.... South Korea, with 85.9 % of the most popular platforms also vary greatly between countries B2C space, is! Worlds total population is also known as in-real-life ( IRL ), UGC! Straight into the content, or UGC for short on Instagram for second place, but can. That will switch the search inputs to match the current selection to the popular!: how can you get your products to themand as quickly as possible Ganbold, Jun 30, 2022 to! Schools in China dive straight into the data to find out 584 million users and is considered of. 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