Evolution of Social Commerce in Asia

Mani Padmanabhan, Country Manager Singapore, SSI

Silvia Leiva, APAC Regional Insights Director, Carat

Agenda

#From Like to Buy

#System of Trust

7 markets 3,500

respondents

Generation X 1966 to 1980

Generation Y 1981 to 1995

Generation Z 1996 to 2001

Indonesia

Thailand

Japan

Singapore

Australia

China

Philippines

Carat’s APAC media agency insights

Voxpopme’s Video Response Technology

SSI Global Consumer Panel

Social Landscape + Social Application + Social Understanding

Methodology

A three step approach was used, combining digital capture of text, audio and video responses…

The Approach

Analyse Share

The Challenge To engage the 3500 respondents across APAC to tell their stories about and experiences with social media

Capture

Video in Numbers

Participation rates ranging from 3.4% to 10% + 5.8 hours of video collected across all territories in 60 second format. Average word count of 39+ calculated with instant transcription

Social Media Landscape in APAC

31% 82% 56% Internet Penetration 50% 43% 93% 91%

0%

20%

40%

60%

80%

100%

Indonesia Singapore Thailand China Philippines Australia Japan

Rarely Sometimes Often Always

Frequency of Social Media Usage (% Online Users)

#Social Presence

How do people consume information in social media?

% of Social Media Activities – Consumption

1. Watch videos 63%

2. Like an article or post 61% 3. Read an article or post by an

individual 57% 4. Check the profile page of an

individual 49% 5. Read an article or post by

a company 36% 6. Check the profile page by

a company 28% 7. Buy products or services 27%

1. Share photos 60%

2. Send instant messages 55%

3. Comment on an article or post 51%

4. Post status updates 50%

5. Share an article or post 48%

6. Send or post private tweets 26%

7. Sell products or services 16%

8. Send or post public tweets 7%

How do people share information in social media?

% of Social Media Activities – Sharing

Developing presence in social media

#Business application

#Many consumers spend a significant amount of time curating each form of expression they share in their online space

#Placing value on providing quality content to connect to multiple audience in their social network.

Social Presence

#Ensure that branded content affords the same care, detail and diligence – customized and curated to the right target in the right place

# Landing a strong social strategy amongst key influencers who are more likely to actively engage with content can positively impact many consumers

“Provide quality and relevant content in creating successful conversation” -H Paul Grice

Social Presence

#From Like to Buy

#42% of users turn to social media to inform their purchase decision

42%

How consumer’s appreciation of VALUE EXCHANGE is shaping

#42% of users turn to social media to inform their purchase decision

#56% of users reach a purchase decision with the help of the friends

56%

How consumer’s appreciation of VALUE EXCHANGE is shaping

30% 33%

40%

28% 30%

21%

10%

Indonesia Singapore Thailand China Philippines Australia Japan

Skincare

% of Social Media users who Purchased in Social Media

Social commerce gaining momentum in Asia

#Fashion clothing leads the social commerce race

#Work with key influencers that will help convert followers into buyers

#Tap into social media brand listening strategies

# Explore key consumer motivations and tailor your offers accordingly

From Like to Buy

#Be selective and ideally exclusive with your payment partners

#Factor in the growth of mobile by making social offerings device agnostic

From Like to Buy

#System of Trust

Concerns around social media privacy

#protect their relationships #safeguard their reputation

50% 45% 39% 50%

35% 47%

23%

Indonesia Singapore Thailand China Philippines Australia Japan

I have started to make conscious effort NOT to share everything on social media

#Overall the majority of consumers are choosing to stay connected, accepting the trade off with a lack of privacy.

#For marketers to cut through they need to use the data available to them to target consumers better through personalised promotions and even payment methods

System of Trust

#Reinforce the value of getting customer data

“The individual’s desire for privacy is never absolute, since participation in society is equally powerful desire..”

System of Trust

#Consumer’s open recognition and appreciation of the VALUE EXCHANGE ultimately builds CONSUMER EMPOWERMENT - driving growth of both social and commerce

#The immense value of social connectivity and evolution of social media provides new opportunities that both insight professionals and marketers need to tap into

Final Thoughts

Thank You!