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Facebook Advertisers Abuzz Over Asia Pacific

Written by: Laurie Cutts, Director of Marketing

Asia Pacific is the source of a massive user base for Facebook. Monthly active users increased 23% year-over-year in Q4 2013 and eMarketer predicts that it will continue to be the highest growth area until 2017, fueled by users from India, Japan and Indonesia.

global ecommerce sales by region

Asia Pacific is not only fastest growth market for Facebook but it also offers tremendous potential for advertisers. E-commerce is one of Facebook’s largest advertising verticals in Asia Pacific.

According to the latest predictions by eMarketer, for the first time ever, consumers in Asia-Pacific will spend more on e-commerce purchases ($525.2 billion) than those in North America ($482.6 billion) becoming the largest regional e-commerce market globally. The region is expected to make up more than 46% of digital buyers globally in 2014.

Here’s a quick overview of the latest trends in the region for India, Japan, Indonesia and Australia.

Facebook in India

Facebook India’s numbers are impressive. The Times of India reported on Facebook’s user activity and the numbers are as follows:

  • 93 million users, second only to the US.
  • The majority of users in India, 75 million, access the social network with their mobile device.
  • eMarketer predicts that India will overtake the US as the country with the most Facebook users in 2014, with total users forecasted to grow to more than 150 million.

What about e-commerce?

E-commerce in India is booming according to The Wall Street Journal India:

  • As more and more Indians use the internet, e-commerce companies revenues are predicted to triple over the next three years.
  • The younger generation is the driving force behind the growth of the e-commerce industry in India. Nearly 90% of online shoppers in India belong to the 18-35 age group.
  • Men dominate making up 65% of online shoppers as compared to 35% who are female.
  • The expectation for growth for online retail has attracted interest from venture firms who have invested in online retailers and  Plus foreign companies are expanding into India. Industry heavyweight Amazon launched its India website last June.
  • Online fashion retailer, Yepme, leveraged Facebook advertising in India and achieved a 4.5x ROI.

Facebook in Japan

Asia pacific fb users

Facebook has more than 21 million active users in Japan of which 72% are on the social network daily. They are primarily interested in receiving coupons and free products from brands.

What about e-commerce?

  • According to eMarketer, business-to-consumer e-Commerce sales in Japan are expected to grow by $50 million over the next five years to $175 million.
  • Online retailers are thriving in Japan as the population increasingly shops online. Japan has 75 million online shoppers with a population that rapidly adopts technology such as smartphones and tablets.
  • Rakuten, one of the largest internet companies in the world, is the e-commerce market leader in Japan followed by Amazon Japan.

Facebook in Indonesia

Indonesia has more than 64 million monthly active Facebook users of which the majority access the social network with their mobile devices. The availability of cheaper smartphones and tablets has rapidly expanded Facebook’s usage in recent years.

What about e-commerce?

  • Indonesia offers great potential for online retailers particularly when it comes to mobile transactions.
  • The Financial Times reports that e-Commerce in Indonesia moving towards an inflection point in terms of scale and profitability, despite challenges related to limited infrastructure and payment systems
  • A wide range of e-commerce companies are operating in the region from international market leaders like RakuteneBaySumitomoZalora to local companies like KaskusLazadaBhinneka and Blibli.

Facebook in Australia

Australians are actively engaged on Facebook.  According to the Sydney Morning Herald, Facebook is the biggest social media site in Australia.

  • 12 million monthly active users (desktop and mobile)
  • 9 million total daily active users (desktop and mobile)
  • 9.8 million mobile monthly active users (mobile only)
  • 7.3 million mobile daily active users (mobile)

What about e-commerce?

  • eMarketer estimates that e-commerce sales in Australia will increase at a 6.07% compound annual growth rate (CAGR) between 2011 and 2017, reaching $32.56 billion.
  • After Australians search for products via social media, 40% then make a purchase.
  • The biggest motivation for Australian consumers to subscribe to social channels is to receive discounts and promotions.
  • 24% of Australian consumers say they use social media to make purchase decisions.

Interested in Asia Pacific?

Nanigans is on the ground  in Asia Pacific with an office in Singapore and a local team. If you would like to learn more about historical marketing trends review our latest Facebook Global Benchmark Report or contact us. We’re excited to share our knowledge about Facebook advertising and how you can find and acquire your most valuable customers with Predictive Lifetime Value™.

Contact Us Today


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