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EXPLORING THE ONLINE BEHAVIOURS OF PEOPLE AGED 16 TO 24 IN SOUTH-EAST ASIA
DIGITAL YOUTH IN
SOUTH-EAST ASIA
SIMON KEMP • • PUBLIC DIPLOMACY IN ASIA • JULY 2021
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
3 @ESKIMON
1.	ESSENTIAL GLOBAL DATA HEADLINES AND TRENDS
2.	THE MEDIA HABITS OF S.E. ASIA’S YOUNG ADULTS
3.	SOCIAL MEDIA USE AMONGST 16 TO 24S IN S.E. ASIA
4.	S.E. ASIAN YOUNG ADULTS’ FAVOURITE PLATFORMS
5.	IMPLICATIONS FOR SOCIAL MEDIA STRATEGIES
TODAY’S SESSION
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
SIMON KEMP
@ESKIMON
6 @ESKIMON
7 @ESKIMON
GLOBAL DIGITAL
OVERVIEW
#1
8 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
MORE THAN 60% OF THE WORLD’S TOTAL
POPULATION NOW USES THE INTERNET
9 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
4.72 BILLION
THE NUMBER OF INTERNET USERS AROUND THE WORLD IN APRIL 2021
10 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021), BASED ON DATA PUBLISHED IN THE GLOBAL DIGITAL REPORTS SERIES IN APR 2021 AND JAN 2012
GLOBAL INTERNET PENETRATION HAS
MORE THAN DOUBLED IN THE PAST 10 YEARS
x2
11 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
INTERNET USER NUMBERS ARE
STILL INCREASING STEADILY TOO
12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
+7.6%
GROWTH IN GLOBAL INTERNET USERS IN THE PAST 12 MONTHS
13 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
+332 MILLION
THE NUMBER OF PEOPLE WHO STARTED USING THE INTERNET IN THE PAST YEAR
14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
HOWEVER, THE NUMBER OF PEOPLE USING
SOCIAL MEDIA IS GROWING EVEN FASTER
15 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
+521 MILLION
THE GLOBAL NUMBER OF NEW SOCIAL MEDIA USERS IN THE PAST 12 MONTHS
16 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
16½
NEW SOCIAL MEDIA USERS EVERY SECOND
17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
THERE ARE 4.33 BILLION SOCIAL MEDIA
USERS AROUND THE WORLD TODAY
18 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021)
55%
SOCIAL MEDIA USERS vs. GLOBAL POPULATION
19 @ESKIMON
BUT THE IMPRESSIVE HEADLINES
AREN’T LIMITED TO USER NUMBERS
20 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q4 2020)
PEOPLE ARE ALSO SPENDING EVER MORE TIME
USING CONNECTED DEVICES AND SERVICES
21 @ESKIMON • SOURCE: GWI (Q4 2020)
THE TYPICAL GLOBAL INTERNET USER NOW
SPENDS ALMOST 7 HOURS PER DAY ONLINE
22 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021), BASED ON DATA FROM GWI (Q4 2020)
12 TRILLION HOURS
THE COMBINED AMOUNT OF TIME THAT PEOPLE WILL SPEND ONLINE IN 2021
23 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q4 2020)
SOUTH-EAST ASIANS SPEND MUCH LONGER
ONLINE EACH DAY THAN THE GLOBAL AVERAGE
24
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
10:56
10:08
10:07
10:06
09:39
09:17
09:01
08:52
08:44
08:08
08:07
07:57
07:52
07:45
07:36
07:27
07:26
07:24
07:20
07:15
07:11
06:54
06:47
06:44
06:39
06:36
06:30
06:26
06:26
06:22
06:15
06:13
06:11
05:46
05:40
05:37
05:37
05:28
05:28
05:26
05:22
05:16
04:25
PHILIPPINES
BRAZIL
COLOMBIA
SOUTH
AFRICA
ARGENTINA
MALAYSIA
MEXICO
INDONESIA
THAILAND
TAIWAN
SINGAPORE
TURKEY
RUSSIA
SAUDI
ARABIA
EGYPT
ISRAEL
ROMANIA
U.A.E.
PORTUGAL
HONG
KONG
U.S.A.
WORLDWIDE
VIETNAM
POLAND
NEW
ZEALAND
INDIA
IRELAND
CANADA
U.K.
ITALY
SWEDEN
AUSTRALIA
SPAIN
AUSTRIA
SWITZERLAND
FRANCE
SOUTH
KOREA
BELGIUM
NETHERLANDS
GERMANY
CHINA
DENMARK
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
25 @ESKIMON
BUT WHAT ARE SOUTH-EAST ASIA’S
YOUNG ADULTS DOING ONLINE?
26 @ESKIMON
27 @ESKIMON
THE MEDIA HABITS OF S.E.
ASIA’S YOUNG ADULTS
#2
28
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
SOUTH-EAST ASIA’S YOUNG ADULTS SPEND
ABOUT 60% OF THEIR WAKING LIVES ONLINE
29
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
10 HOURS PER DAY
AVERAGE TIME SPENT USING THE INTERNET BY SOUTH-EAST ASIANS AGED 16 TO 24
30
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
AVERAGE AMOUNT OF TIME EACH
DAY THAT MEN AGED 16 TO 24 IN
SOUTH-EAST ASIA SPEND ONLINE
AVERAGE AMOUNT OF TIME EACH
DAY THAT WOMEN AGED 16 TO 24
IN SOUTH-EAST ASIA SPEND ONLINE
9H 41M
10H 23M
vs
S.E. ASIA’S YOUNG ADULTS ARE ‘ALWAYS ON’
31
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
S.E. ASIA’S YOUNG ADULTS SPEND 4 TIMES AS
MUCH TIME ONLINE AS THEY DO WATCHING TV
32
JUN
2021
SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TV AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-
DEMAND SERVICES. PRESS INCLUDES ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT PLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENT USING THE
INTERNET (ALL DEVICES)
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
2H 01M 0H 28M 0H 52M 1H 28M
10H 01M 2H 23M 3H 45M 1H 35M
DAILY TIME SPENT WITH MEDIA: S.E. ASIA YOUNG ADULTS
THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 24 IN S.E. ASIA SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
33 @ESKIMON
SOCIAL MEDIA USE BY S.E.
ASIA’S YOUNG ADULTS
#3
34 @ESKIMON • SOURCE: GWI (Q1 2021)
99.6% OF INTERNET USERS AGED 16 TO 24 IN
S.E. ASIA USE SOCIAL NETWORKS EACH MONTH
35
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
SOCIAL MEDIA IS THE TOP ONLINE ACTIVITY
AMONGST SOUTH-EAST ASIA’S YOUNG ADULTS
36
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
S.E. ASIAN YOUTH SPEND NEARLY A QUARTER
OF THEIR WAKING HOURS USING SOCIAL MEDIA
37
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24
IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
BUT YOUNG ADULTS ACROSS S.E.A. USE A WIDE
VARIETY OF SOCIAL PLATFORMS EACH MONTH
38
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021). DATA FOR SOUTH-EAST ASIA BASED ON THE SELF-REPORTED BEHAVIOUR OF
INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM
AVERAGE NUMBER OF SOCIAL MEDIA
PLATFORMS USED PER MONTH: GLOBAL
INTERNET USERS AGED 16 TO 64
AVERAGE NUMBER OF SOCIAL MEDIA
PLATFORMS USED PER MONTH: INTERNET
USERS AGED 16 TO 24 IN SOUTH-EAST ASIA
6.3 PLATFORMS
7.4 PLATFORMS
vs
SOCIAL PLATFORMS USED PER MONTH
39
JAN
2021
SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
7.5
8.0 8.1 8.3
7.0
6.4
INDONESIA MALAYSIA PHILIPPINES SINGAPORE THAILAND VIETNAM
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED EACH MONTH BY INTERNET USERS AGED 16 TO 24
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED
40 @ESKIMON
BUT WHICH SPECIFIC PLATFORMS DO THE
REGION’S YOUNG ADULTS USE THE MOST?
41
JUN
2021
SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THE QUESTION RELATING TO YOUTUBE USE IS ASKED AT A DIFFERENT POINT IN GWI’S SURVEY COMPARED TO THE QUESTIONS RELATING TO USE OF ALL THE OTHER
PLATFORMS INCLUDED ON THIS CHART.
90.1%
87.7%
87.4%
68.2%
64.6%
61.3%
53.8%
49.8%
45.2%
38.1%
29.3%
25.0%
19.5%
15.7%
15.2%
15.0%
14.3%
YOUTUBE*
FACEBOOK
INSTAGRAM
FACEBOOK MESSENGER
TIKTOK
TWITTER
WHATSAPP
TELEGRAM MESSENGER
PINTEREST
LINE
DISCORD
SNAPCHAT
LINKEDIN
REDDIT
SKYPE
ZALO
APPLE IMESSAGE
PERCENTAGE OF INTERNET USERS AGED 16 TO 24 IN SOUTH-EAST ASIA WHO SAY THEY USED EACH SPECIFIC PLATFORM IN THE PAST 30 DAYS
SOCIAL PLATFORMS USED: YOUNG ADULTS IN S.E. ASIA
42 @ESKIMON
TAKEAWAY: DON’T RELY ON MEDIA HEADLINES
TO INFORM YOUR SOCIAL MEDIA STRATEGY
43 @ESKIMON
BUT THESE FINDINGS ONLY LOOK AT PLATFORM
USAGE; WHAT ABOUT PEOPLE’S PREFERENCES?
44 @ESKIMON
YOUNG S.E. ASIAN ADULTS’
FAVOURITE SOCIAL PLATFORMS
#4
45 @ESKIMON
46
JUN
2021
SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: YOUTUBE WAS NOT INCLUDED IN THE ANSWER OPTIONS FOR THIS QUESTION.
25.4%
21.0%
15.2%
11.2%
7.3%
7.1%
2.2%
2.1%
1.9%
1.6%
1.4%
1.1%
FACEBOOK
INSTAGRAM
WHATSAPP
TIKTOK
TWITTER
FACEBOOK MESSENGER
TELEGRAM
PINTEREST
DISCORD
LINE
ZALO
REDDIT
PERCENTAGE OF INTERNET USERS AGED 16 TO 24 IN SOUTH-EAST ASIA WHO SAY THAT EACH PLATFORM IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
‘FAVOURITE’ PLATFORMS: YOUNG ADULTS IN S.E. ASIA
47 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (JUN 2021)
BUT IF PEOPLE USE 7.4 PLATFORMS, THERE MUST
BE BIG OVERLAPS ACROSS SOCIAL AUDIENCES
48 @ESKIMON
THIS IS PARTICULARLY RELEVANT WHEN WE
LOOK AT YOUNG ADULTS IN SOUTH-EAST ASIA
49
JUN
2021
SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE,
THAILAND, AND VIETNAM. VALUES REPRESENT THE USERS OF THE PLATFORM IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IN THE ROW AT THE TOP OF EACH COLUMN.
PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO DO NOT USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
INSTAGRAM
ALSO USING
REDDIT
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
TIKTOK
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0% 100.0% 92.1% 87.1% 15.7% 25.6% 60.1% 57.0% 41.7% 21.1%
YOUTUBE USERS 0.2% 87.7% 100.0% 88.0% 17.4% 24.6% 64.2% 54.0% 45.1% 23.9%
INSTAGRAM USERS 0% 88.9% 93.2% 100.0% 15.2% 26.9% 65.6% 56.2% 45.1% 22.2%
REDDIT USERS 0% 92.1% 94.1% 87.2% 100.0% 40.6% 82.8% 51.8% 63.5% 39.0%
SNAPCHAT USERS 0% 92.0% 92.1% 94.7% 24.9% 100.0% 82.5% 78.6% 63.8% 32.7%
TWITTER USERS 0% 88.5% 93.0% 94.7% 20.8% 33.8% 100.0% 61.2% 53.5% 27.8%
TIKTOK USERS 0% 91.6% 91.3% 88.4% 14.2% 35.2% 66.7% 100.0% 47.8% 21.7%
PINTEREST USERS 0% 88.9% 94.8% 94.2% 23.1% 37.9% 77.4% 63.5% 100.0% 31.3%
LINKEDIN USERS 0% 89.9% 96.3% 92.6% 28.3% 38.7% 80.3% 57.4% 62.6% 100.0%
PERCENTAGE OF S.E. ASIAN USERS AGED 16 TO 24* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL AUDIENCE OVERLAPS: YOUNG ADULTS IN S.E.A.
50 @ESKIMON
BUT WHAT DO THESE FINDINGS MEAN
FOR YOUR SOCIAL MEDIA STRATEGIES?
51 @ESKIMON
REACHING AND ENGAGING
YOUNG ADULTS ON SOCIAL
#5
52 @ESKIMON
KEY TAKEAWAY
53 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (JUN 2021)
YOU CAN REACH ALMOST ALL OF A PLATFORM’S
USERS ON AT LEAST 1 OTHER SOCIAL PLATFORM
54 @ESKIMON
IMPLICATIONS
55 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021)
YOU DON’T NEED TO USE MULTIPLE PLATFORMS
IN ORDER TO REACH S.E. ASIA’S YOUNG ADULTS
56 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021)
TOP TIP: YOU CAN FOCUS YOUR EFFORTS ON 1 OR
2 BIG PLATFORMS AND STILL REACH MOST PEOPLE
57 @ESKIMON
SELECT YOUR SOCIAL PLATFORMS BASED ON THE
OPPORTUNITIES THEY OFFER FOR ENGAGEMENT
58 @ESKIMON
HOW MUCH WILL IT COST TO
AMPLIFY YOUR CONTENT, AND
HOW DOES THIS COMPARE TO
OTHER AVAILABLE OPTIONS?
HOW EASY IS IT FOR PEOPLE
TO ENGAGE WITH YOU AND
YOUR CONTENT, AND WITH
THE BROADER COMMUNITY?
WHERE AND WHEN DO PEOPLE
USE THE PLATFORM? WHAT ARE
THEIR ASSOCIATED MENTAL
AND EMOTIONAL STATES?
WHAT OPTIONS DOES
THE PLATFORM OFFER FOR
SHARING CONTENT AND
REDIRECTING AUDIENCES?
COST TO
PROMOTE
ENGAGEMENT
OPPORTUNITIES
USAGE
CONTEXTS
CONTENT
OPTIONS
SOCIAL PLATFORM SELECTION CONSIDERATIONS
59 @ESKIMON
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
Q&A
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

More Related Content

Digital Youth in South-East Asia

  • 1. EXPLORING THE ONLINE BEHAVIOURS OF PEOPLE AGED 16 TO 24 IN SOUTH-EAST ASIA DIGITAL YOUTH IN SOUTH-EAST ASIA SIMON KEMP • • PUBLIC DIPLOMACY IN ASIA • JULY 2021
  • 2. DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT
  • 3. 3 @ESKIMON 1. ESSENTIAL GLOBAL DATA HEADLINES AND TRENDS 2. THE MEDIA HABITS OF S.E. ASIA’S YOUNG ADULTS 3. SOCIAL MEDIA USE AMONGST 16 TO 24S IN S.E. ASIA 4. S.E. ASIAN YOUNG ADULTS’ FAVOURITE PLATFORMS 5. IMPLICATIONS FOR SOCIAL MEDIA STRATEGIES TODAY’S SESSION
  • 8. 8 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) MORE THAN 60% OF THE WORLD’S TOTAL POPULATION NOW USES THE INTERNET
  • 9. 9 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) 4.72 BILLION THE NUMBER OF INTERNET USERS AROUND THE WORLD IN APRIL 2021
  • 10. 10 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021), BASED ON DATA PUBLISHED IN THE GLOBAL DIGITAL REPORTS SERIES IN APR 2021 AND JAN 2012 GLOBAL INTERNET PENETRATION HAS MORE THAN DOUBLED IN THE PAST 10 YEARS x2
  • 11. 11 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) INTERNET USER NUMBERS ARE STILL INCREASING STEADILY TOO
  • 12. 12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) +7.6% GROWTH IN GLOBAL INTERNET USERS IN THE PAST 12 MONTHS
  • 13. 13 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) +332 MILLION THE NUMBER OF PEOPLE WHO STARTED USING THE INTERNET IN THE PAST YEAR
  • 14. 14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) HOWEVER, THE NUMBER OF PEOPLE USING SOCIAL MEDIA IS GROWING EVEN FASTER
  • 15. 15 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) +521 MILLION THE GLOBAL NUMBER OF NEW SOCIAL MEDIA USERS IN THE PAST 12 MONTHS
  • 16. 16 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) 16½ NEW SOCIAL MEDIA USERS EVERY SECOND
  • 17. 17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) THERE ARE 4.33 BILLION SOCIAL MEDIA USERS AROUND THE WORLD TODAY
  • 18. 18 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021) 55% SOCIAL MEDIA USERS vs. GLOBAL POPULATION
  • 19. 19 @ESKIMON BUT THE IMPRESSIVE HEADLINES AREN’T LIMITED TO USER NUMBERS
  • 20. 20 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q4 2020) PEOPLE ARE ALSO SPENDING EVER MORE TIME USING CONNECTED DEVICES AND SERVICES
  • 21. 21 @ESKIMON • SOURCE: GWI (Q4 2020) THE TYPICAL GLOBAL INTERNET USER NOW SPENDS ALMOST 7 HOURS PER DAY ONLINE
  • 22. 22 @ESKIMON • SOURCE: KEPIOS ANALYSIS (APR 2021), BASED ON DATA FROM GWI (Q4 2020) 12 TRILLION HOURS THE COMBINED AMOUNT OF TIME THAT PEOPLE WILL SPEND ONLINE IN 2021
  • 23. 23 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q4 2020) SOUTH-EAST ASIANS SPEND MUCH LONGER ONLINE EACH DAY THAN THE GLOBAL AVERAGE
  • 24. 24 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 10:56 10:08 10:07 10:06 09:39 09:17 09:01 08:52 08:44 08:08 08:07 07:57 07:52 07:45 07:36 07:27 07:26 07:24 07:20 07:15 07:11 06:54 06:47 06:44 06:39 06:36 06:30 06:26 06:26 06:22 06:15 06:13 06:11 05:46 05:40 05:37 05:37 05:28 05:28 05:26 05:22 05:16 04:25 PHILIPPINES BRAZIL COLOMBIA SOUTH AFRICA ARGENTINA MALAYSIA MEXICO INDONESIA THAILAND TAIWAN SINGAPORE TURKEY RUSSIA SAUDI ARABIA EGYPT ISRAEL ROMANIA U.A.E. PORTUGAL HONG KONG U.S.A. WORLDWIDE VIETNAM POLAND NEW ZEALAND INDIA IRELAND CANADA U.K. ITALY SWEDEN AUSTRALIA SPAIN AUSTRIA SWITZERLAND FRANCE SOUTH KOREA BELGIUM NETHERLANDS GERMANY CHINA DENMARK JAPAN AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE DAILY TIME SPENT USING THE INTERNET
  • 25. 25 @ESKIMON BUT WHAT ARE SOUTH-EAST ASIA’S YOUNG ADULTS DOING ONLINE?
  • 27. 27 @ESKIMON THE MEDIA HABITS OF S.E. ASIA’S YOUNG ADULTS #2
  • 28. 28 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM SOUTH-EAST ASIA’S YOUNG ADULTS SPEND ABOUT 60% OF THEIR WAKING LIVES ONLINE
  • 29. 29 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM 10 HOURS PER DAY AVERAGE TIME SPENT USING THE INTERNET BY SOUTH-EAST ASIANS AGED 16 TO 24
  • 30. 30 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM AVERAGE AMOUNT OF TIME EACH DAY THAT MEN AGED 16 TO 24 IN SOUTH-EAST ASIA SPEND ONLINE AVERAGE AMOUNT OF TIME EACH DAY THAT WOMEN AGED 16 TO 24 IN SOUTH-EAST ASIA SPEND ONLINE 9H 41M 10H 23M vs S.E. ASIA’S YOUNG ADULTS ARE ‘ALWAYS ON’
  • 31. 31 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM S.E. ASIA’S YOUNG ADULTS SPEND 4 TIMES AS MUCH TIME ONLINE AS THEY DO WATCHING TV
  • 32. 32 JUN 2021 SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TV AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON- DEMAND SERVICES. PRESS INCLUDES ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT PLAYING VIDEO GAMES ON A GAMES CONSOLE TIME SPENT USING THE INTERNET (ALL DEVICES) TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) 2H 01M 0H 28M 0H 52M 1H 28M 10H 01M 2H 23M 3H 45M 1H 35M DAILY TIME SPENT WITH MEDIA: S.E. ASIA YOUNG ADULTS THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 24 IN S.E. ASIA SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
  • 33. 33 @ESKIMON SOCIAL MEDIA USE BY S.E. ASIA’S YOUNG ADULTS #3
  • 34. 34 @ESKIMON • SOURCE: GWI (Q1 2021) 99.6% OF INTERNET USERS AGED 16 TO 24 IN S.E. ASIA USE SOCIAL NETWORKS EACH MONTH
  • 35. 35 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM SOCIAL MEDIA IS THE TOP ONLINE ACTIVITY AMONGST SOUTH-EAST ASIA’S YOUNG ADULTS
  • 36. 36 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM S.E. ASIAN YOUTH SPEND NEARLY A QUARTER OF THEIR WAKING HOURS USING SOCIAL MEDIA
  • 37. 37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021), BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM BUT YOUNG ADULTS ACROSS S.E.A. USE A WIDE VARIETY OF SOCIAL PLATFORMS EACH MONTH
  • 38. 38 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q1 2021). DATA FOR SOUTH-EAST ASIA BASED ON THE SELF-REPORTED BEHAVIOUR OF INTERNET USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED PER MONTH: GLOBAL INTERNET USERS AGED 16 TO 64 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED PER MONTH: INTERNET USERS AGED 16 TO 24 IN SOUTH-EAST ASIA 6.3 PLATFORMS 7.4 PLATFORMS vs SOCIAL PLATFORMS USED PER MONTH
  • 39. 39 JAN 2021 SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 7.5 8.0 8.1 8.3 7.0 6.4 INDONESIA MALAYSIA PHILIPPINES SINGAPORE THAILAND VIETNAM AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED EACH MONTH BY INTERNET USERS AGED 16 TO 24 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS USED
  • 40. 40 @ESKIMON BUT WHICH SPECIFIC PLATFORMS DO THE REGION’S YOUNG ADULTS USE THE MOST?
  • 41. 41 JUN 2021 SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THE QUESTION RELATING TO YOUTUBE USE IS ASKED AT A DIFFERENT POINT IN GWI’S SURVEY COMPARED TO THE QUESTIONS RELATING TO USE OF ALL THE OTHER PLATFORMS INCLUDED ON THIS CHART. 90.1% 87.7% 87.4% 68.2% 64.6% 61.3% 53.8% 49.8% 45.2% 38.1% 29.3% 25.0% 19.5% 15.7% 15.2% 15.0% 14.3% YOUTUBE* FACEBOOK INSTAGRAM FACEBOOK MESSENGER TIKTOK TWITTER WHATSAPP TELEGRAM MESSENGER PINTEREST LINE DISCORD SNAPCHAT LINKEDIN REDDIT SKYPE ZALO APPLE IMESSAGE PERCENTAGE OF INTERNET USERS AGED 16 TO 24 IN SOUTH-EAST ASIA WHO SAY THEY USED EACH SPECIFIC PLATFORM IN THE PAST 30 DAYS SOCIAL PLATFORMS USED: YOUNG ADULTS IN S.E. ASIA
  • 42. 42 @ESKIMON TAKEAWAY: DON’T RELY ON MEDIA HEADLINES TO INFORM YOUR SOCIAL MEDIA STRATEGY
  • 43. 43 @ESKIMON BUT THESE FINDINGS ONLY LOOK AT PLATFORM USAGE; WHAT ABOUT PEOPLE’S PREFERENCES?
  • 44. 44 @ESKIMON YOUNG S.E. ASIAN ADULTS’ FAVOURITE SOCIAL PLATFORMS #4
  • 46. 46 JUN 2021 SOURCE: GWI (Q1 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 24. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: YOUTUBE WAS NOT INCLUDED IN THE ANSWER OPTIONS FOR THIS QUESTION. 25.4% 21.0% 15.2% 11.2% 7.3% 7.1% 2.2% 2.1% 1.9% 1.6% 1.4% 1.1% FACEBOOK INSTAGRAM WHATSAPP TIKTOK TWITTER FACEBOOK MESSENGER TELEGRAM PINTEREST DISCORD LINE ZALO REDDIT PERCENTAGE OF INTERNET USERS AGED 16 TO 24 IN SOUTH-EAST ASIA WHO SAY THAT EACH PLATFORM IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM ‘FAVOURITE’ PLATFORMS: YOUNG ADULTS IN S.E. ASIA
  • 47. 47 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (JUN 2021) BUT IF PEOPLE USE 7.4 PLATFORMS, THERE MUST BE BIG OVERLAPS ACROSS SOCIAL AUDIENCES
  • 48. 48 @ESKIMON THIS IS PARTICULARLY RELEVANT WHEN WE LOOK AT YOUNG ADULTS IN SOUTH-EAST ASIA
  • 49. 49 JUN 2021 SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 24 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM. VALUES REPRESENT THE USERS OF THE PLATFORM IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO DO NOT USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE. UNIQUE TO PLATFORM ALSO USING FACEBOOK ALSO USING YOUTUBE ALSO USING INSTAGRAM ALSO USING REDDIT ALSO USING SNAPCHAT ALSO USING TWITTER ALSO USING TIKTOK ALSO USING PINTEREST ALSO USING LINKEDIN FACEBOOK USERS 0% 100.0% 92.1% 87.1% 15.7% 25.6% 60.1% 57.0% 41.7% 21.1% YOUTUBE USERS 0.2% 87.7% 100.0% 88.0% 17.4% 24.6% 64.2% 54.0% 45.1% 23.9% INSTAGRAM USERS 0% 88.9% 93.2% 100.0% 15.2% 26.9% 65.6% 56.2% 45.1% 22.2% REDDIT USERS 0% 92.1% 94.1% 87.2% 100.0% 40.6% 82.8% 51.8% 63.5% 39.0% SNAPCHAT USERS 0% 92.0% 92.1% 94.7% 24.9% 100.0% 82.5% 78.6% 63.8% 32.7% TWITTER USERS 0% 88.5% 93.0% 94.7% 20.8% 33.8% 100.0% 61.2% 53.5% 27.8% TIKTOK USERS 0% 91.6% 91.3% 88.4% 14.2% 35.2% 66.7% 100.0% 47.8% 21.7% PINTEREST USERS 0% 88.9% 94.8% 94.2% 23.1% 37.9% 77.4% 63.5% 100.0% 31.3% LINKEDIN USERS 0% 89.9% 96.3% 92.6% 28.3% 38.7% 80.3% 57.4% 62.6% 100.0% PERCENTAGE OF S.E. ASIAN USERS AGED 16 TO 24* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL AUDIENCE OVERLAPS: YOUNG ADULTS IN S.E.A.
  • 50. 50 @ESKIMON BUT WHAT DO THESE FINDINGS MEAN FOR YOUR SOCIAL MEDIA STRATEGIES?
  • 51. 51 @ESKIMON REACHING AND ENGAGING YOUNG ADULTS ON SOCIAL #5
  • 53. 53 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (JUN 2021) YOU CAN REACH ALMOST ALL OF A PLATFORM’S USERS ON AT LEAST 1 OTHER SOCIAL PLATFORM
  • 55. 55 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021) YOU DON’T NEED TO USE MULTIPLE PLATFORMS IN ORDER TO REACH S.E. ASIA’S YOUNG ADULTS
  • 56. 56 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUN 2021) TOP TIP: YOU CAN FOCUS YOUR EFFORTS ON 1 OR 2 BIG PLATFORMS AND STILL REACH MOST PEOPLE
  • 57. 57 @ESKIMON SELECT YOUR SOCIAL PLATFORMS BASED ON THE OPPORTUNITIES THEY OFFER FOR ENGAGEMENT
  • 58. 58 @ESKIMON HOW MUCH WILL IT COST TO AMPLIFY YOUR CONTENT, AND HOW DOES THIS COMPARE TO OTHER AVAILABLE OPTIONS? HOW EASY IS IT FOR PEOPLE TO ENGAGE WITH YOU AND YOUR CONTENT, AND WITH THE BROADER COMMUNITY? WHERE AND WHEN DO PEOPLE USE THE PLATFORM? WHAT ARE THEIR ASSOCIATED MENTAL AND EMOTIONAL STATES? WHAT OPTIONS DOES THE PLATFORM OFFER FOR SHARING CONTENT AND REDIRECTING AUDIENCES? COST TO PROMOTE ENGAGEMENT OPPORTUNITIES USAGE CONTEXTS CONTENT OPTIONS SOCIAL PLATFORM SELECTION CONSIDERATIONS
  • 61. Q&A