Insights & Events
Brands need a stronger mobile strategy this Ramadan
APAC MD, James Dutton, shares his insights on mobile strategies over the Ramadan period.
Insights & Events
16 April, 2018
With Asia-Pacific (APAC) making up more than half of the world’s digital population, advertisers can’t deny the opportunity this region holds. It is predicted that in 2018, mobile adoption will drive an 8% growth within the APAC audience, resulting in 70.1% of APAC internet users preferring a smartphone.
With this region being so fruitful for app advertisers, we explored what tech-forces and consumption habits are impacting mobile apps and mobile app advertising.
The use of mobile wallets has been on the rise globally since the launch of mobile wallet, Apple Pay, almost 4 years ago. The APAC region is leading the way with India, Thailand and Indonesia having the highest mobile wallet adoption rates with wallets such as PayTM and Mobikwik. This can be attributed to these markets being mobile-first regions allowing them to leapfrog traditional card infrastructures and usage patterns.
Source: ACI Worldwide, 2017
Singapore and Thailand have plans to connect their national digital payment systems to forge an unprecedented regional alliance. This government initiative works to encourage citizens to pay via mobile devices and internet-based channels, as they provide a more efficient and traceable payment process.
Recent data shows China alone has surpassed the US in mobile payments over a 10 month period with US$12.8 trillion in transactions compared to US$49.3 billion respectively. This has been powered by the fast adoption of online retail, financial and on-demand services, such as ride sharing activities.
APAC is leading the mobile transactions sector compared to other countries. Understanding how users interact online with payments, and how this behaviour differs regionally, is critical for mobile marketers to ensure that this is an option for their target users.
QR codes have made a comeback in APAC with the black and white code now playing a key role in digital behaviour across the region. Whilst QR codes have been around for years, with broader adoption of mobile payments and the increased sophistication of mobile marketing they are having a resurgence.
China is leading the QR code adoption, with 43% of Chinese consumers using them for payment through mobile wallets such as AliPay and WeChat Pay. Following this trend, Mastercard revealed its plan to broaden their payment solution to offer QR codes throughout the APAC region to meet the demands of this market.
QR codes aren’t just being used for convenient payment solutions. From big cities to remote villages, the QR code is used for a range of activities in China, from applying for jobs and identifying lost dogs to connecting the offline and online retail world.
QR codes are a key way that APAC countries are implementing the shift to mobile wallets and payments. However QR codes have far more capabilities that should be explored to reap the benefits of this market.
Virtual Reality (VR) and Augmented Reality (AR) technology are gaining traction across the APAC region. With the success of apps like Pokemon Go and Snapchat, developers are starting to experiment with VR/AR and the role it could play in retail.
Facebook, Google and Apple together with Alibaba, Baidu and Tencent are setting the foundation for AR-related initiatives. These initiatives will work to make it easier and faster for publishers to develop AR apps.
This interest in VR/AR technologies is driven by consumer demand. Chinese consumers are leading the way with 84% of Chinese respondents believing that VR/AR is the future of shopping and 92% would like to see more retail apps make use of VR/AR to improve retail experiences.
With the fast adoption of VR and AR technology in China and growing interest in other APAC countries, understanding how to integrate AR and VR as an omni-channel experience can give your APAC focused marketing strategy a leg up on the competition.
There’s no denying the powerful role that video plays in the marketing mix, with the average consumer spending twice as much time watching video content online than they do reading text. There are a number of social video marketing trends occurring in APAC currently, and brands are quickly adopting them.
In APAC, 88% of businesses include video in their content marketing strategy compared to 52.9% worldwide. Each day 8.4 billion videos are shared by APAC users, putting the region at the forefront of the social video revolution.
Source: Hootsuite, 2016
With APAC being primarily a mobile-first region, it means video consumption is much higher on mobile devices. According to Ooyala, APAC sees more video consumption on smartphones and tablets than any other part of the world.
Some brands are experimenting with live video to drive consumer engagement with their brand. For example, Adidas Indonesia recently used Periscope to share their search for the country’s most talented football player as a tactic to promote their new line of football boots. By live streaming the event and sharing it on the Periscope app, fans felt an emotional connection to the brand as it created a sense of VIP access.
Rewarded video ads have taken off in APAC with a recent survey revealing 82% of APAC publishers consider rewarded videos to be the most effective method of monetisation. Advertiser’s are also seeing success with the ad format, experiencing high opt-in rates, high retention rates and high click through rates.
While mobile video consumption is high in APAC with highly anticipated growth, quality and compelling content to capture user’s attention is key for ensuring an effective campaign.
Mobile consumption in APAC is much higher than other regions in terms of growth, percentage consumption and quantity of users making it a huge opportunity for app marketers. There are certain key behavioural opportunities to capitalise on when considering a mobile marketing strategy for this region. With APAC leading the world in mobile technology, understanding these trends will also help to future proof your mobile marketing strategies for other countries.
Join the Mpire to start reaching your future app users in the APAC region.