APAC is Spending More than 10+ Hours a Day Online, How Can Marketers Grab Their Attention?
June 6, 2019
Did you know that last year more than one million people per day visited the internet for the very first-time? In conjunction with Hootsuite, We Are Social presented its findings on the "Future of Digital in 2019", and I was lucky enough to preview Australia’s data, which had some interesting points for the Asia Pacific Region.
In North America and Europe, the internet has a 95% penetration rate. However for Asia Pacific, the region has a 50% penetration rate. To put this into perspective, 40% of people living in India have never heard of the internet, but this country added 100 million new Internet users just last year. The internet is becoming ubiquitous and as accessibility is getting easier, and the Asia Pacific region will continue to see large amounts of growth over the upcoming years.
Getting back to basics with Word of Mouth Marketing
It should not come as a huge surprise, but people are still spending most of their time on social media platforms like Facebook and YouTube.
In 2018 there was a lot of media coverage and Facebook posts on #deletefacebook, but people have not shifted away from the platform. In fact, Facebook continued to see its user base grow by 10% globally last year. The growth can be attributed to Facebook having three of the four top-ranking apps being Messenger, Instagram and Facebook.
This year with the introduction of stories to the full suite of Facebook’s apps, people started to share less content on the newsfeed. Instead they used stories as their primary way of sharing content. The content shared within stories is typically focused on the narration of their personal life and more in line with what we usually see within 1:1 communication.
Content that is produced with the purpose of viral activity is becoming increasingly harder to distribute. Going forward marketers will need to rely heavily on traditional marketing tactics, such as word of mouth, to drive engagement as people favour communicating through stories and privately in Messenger apps.
Is there really an attention deficit?
Despite our rumored short attention spans, more time is being spent online than ever before. In 2018 people spent 5 hours and 34 minutes compared to 6+ hours per day in 2019. When you dive deeper into the behaviour of certain countries around Asia Pacific the time spent online increases to 10+ hrs for people in the Philippines and 7+ hours for those in India. A contributing factor to time spent online is the demographics of the country: the younger the population, the more time they generally spend online.
What I found extremely interesting is that attention spans have decreased, but when consumers are faced with content that is of high quality and is relevant and engaging, there is no such thing as an attention deficit. People are actually creating more time to consume content and juggling life with less sleep just to consume more content: #netflixandchill.
To capture the attention span of consumers, Marketers need to create content that is educational, inspirational and informative. This type of content resonates at an emotional and personal level and helps trigger advocacy. Marketers need consumers to be advocates as this will help distribute their content in a world where people have shifted towards private communication over public sharing.
What are you doing about voice search?
Alexa and Google Home are helping normalise Voice Search. Increasingly these devices are making themselves comfortable within people's homes. Another exciting aspect of Voice Search is that it has provided accessibility for people that have low literacy levels or for people with languages that do not have compatible keyboards.
Increasingly, people are relying on the internet to be the "remote control of their lives," utilising the internet for all different aspects of thier lives from finance, tracking health, shopping and dating. A key focus of brands moving forward should be investing time (and budget) to explore how voice search and voice commands affect the brands being positioned to their target audience when searching for things through voice.
- Creating content that is engaging and relevant to the target audience is now more important than ever.
- Don't believe the mass media hype: focus marketing plans off actual statistics.
- Customer Experience throughout the lifetime of the buying journey is important as this is what will differentiate brands and create advocacy in a 1:1 environment.
- Voice Search will have a huge impact on how brands are positioned to consumers as there will be a lot of competition to be the first answer Alexa returns.
You can access the full report through this link.
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Originally posted here.