1、W W W.N A T I V E X.C O MAPAC MARKET SPOTLIGHTSOUTHEAST ASIAI.SEA,THE REGION OF HYPERGROWTH 02 The Mobile Internet Ecosystem 03 E-commerce Growth Trajectory 04II.MEET SEAS MOBILE SHOPPERS 05 Social Media&Mobile Shopping 06 The Rise of Micro-Influencers 07 Mobile Shoppers and Data Privacy 07III.TOP A

2、PPS&CATEGORIES IN SEA 08 Top 10 Most Downloaded Apps 09 Top E-commerce Apps 10 Hottest Video Apps 10 Most Popular Games 11 “Spiciest”Food Delivery Apps 11S O U T H E A S T A S I ATABLEOF CONTENTS01Across the past decade,Asia Pacific has enjoyed unprecedented and increasing economic prosperity and So

3、utheast Asia has made its mark as a significant contributor to this.In recent years,emerging markets such as Indonesia and Vietnam have come to the fore as key growth engines,with developments such as increasing urbanization imbuing a growing middle class with greater purchasing power.In 2020,COVID-

4、19 caused significant disruptions to life,but it also accelerated developments in other ways.Global movement restrictions and safe distancing measures compressed years of digital transformation into mere months with businesses and consumers alike forced to migrate to online platforms.Accompanying th

5、is was an increase in digital payments,e-commerce and digital entertainment,as consumers sought convenience and new ways to spend their time,all while keeping safe.With most consumer eyeballs now firmly glued to digital channels,our e-book takes a closer look at trends and opportunities to access au

6、diences in Southeast Asia.In tandem with the increasing array of social platforms,emerging formats also offer different ways to consume content online.In particular,live streaming has built a prominent following,especially over the past year.Part social media,part video platform,part KOL-driven,live

7、 streaming offers real-time interaction and engagement,connection with the community,and a highly immersive content experience,all bundled into one platform.Businesses,too,stand to build awareness and even increase sales through this medium,by showcasing their brands and products in an interactive a

8、nd immersive manner.One year on,post-pandemic recovery and rebound is no longer a remote possibility,but a looming reality.The digital landscape has shifted and will continue to do so in the foreseeable future.While purse strings were tightened,and brands had to clamp down on budgets and ad spend,di

9、versifying consumer preferences and increasing saturation present untapped potential and fresh challenges for all digital players.Looking ahead,true consumer engagement will only be possible by cutting through online clutter and connecting with personalised strategies.Finally,in the months to come,n

10、uance and authenticity in responding to broader issues,including the likes of DE&I and sustainability,will do much in setting brands apart from their competitors.FOREWORDSuki LinSenior Director,SEA&ANZS O U T H E A S T A S I A02I.SEA,THE REGION OF HYPERGROWTHSoutheast Asia is no doubt the region to

11、watch when it comes to mobile growth.Dubbed“the region of hypergrowth”,this markets internet economy reached over$100 billion in 2020,with the potential to grow even more over the next few years.This has resulted in unprecedented growth for brands and advertisers,both home-grown and international.Wi

12、th 11 countries and a wide range of geographic,economic,and cultural diversity,a one-size-fits-all approach wont work so well in Southeast Asia-in fact,brands who focused on localizing their marketing strategies have performed significantly better than the rest.S O U T H E A S T A S I ASOUTH EAST AS

13、IA MAPBurma(Myanmar)VletnamLaosPhilippinesThailandCambodiaMalaysiaSingaporeIndonesiaBruneiEast Timor0203The Mobile Internet EcosystemWhy is Southeast Asias mobile internet adoption so strong?S O U T H E A S T A S I ASome quick facts&stats about Southeast Asias mobile internet ecosystem:Total number

14、of internet users in the SEA regionMore affordable smartphonesIncreased network speedsDecreased mobile data costsGrowing Internet economySEA consumers are mobile internet usersAverage time spent online in the region400 Million+90%+4+Hours/daySource:Bain&Company,2020Source:Bain&Company,2020AVERAGE HO

15、URS SPENT ONLINE PER DAY(PERSONAL USE)Indonesia Malaysia Philippines Singapore Thailand Vietnam3.64.74.33.74.84.24.05.24.93.64.54.13.74.64.33.14.23.5BeforeDuringAfter04E-commerce trajectory?One word:UPThe e-commerce sector has seen incredible growth in Southeast Asia over the last few years,becoming

16、 the regions largest vertical in 2020.E-commerce giants like Shopee,Lazada,and Tokopedia,benefitted the most,as the SEA user base moved its shopping habits online.Another vertical worth mentioning is food delivery,which also ramped up significantly and saw popular ride-hailing apps like Grab focus t

17、heir attention on this area,as the travel sector slowed down significantly.Monthly Active User Growth in 2020Source:AppAnnie,2020Jan 2020Jan 2020Jan 2020Jan 2020Dec 2020Dec 2020Dec 2020Dec 202070M23M69M78M+57%+64%+17%+62%110M36M81M130M05II.MEET SEAS MOBILE SHOPPERSThe e-commerce industry in Southeas

18、t Asia can be considered the regions growth engine,as it grew 63%year-on-year to reach$62 billion in 2020.In fact,it was one of the key economic drivers that helped Southeast Asia grow its economy by 5%compared to 2019,and thats in a year affected by COVID-19.So what is the SEA mobile shopper profil

19、e?With a rapidly growing middle-class population,Southeast Asias spending power is looking to grow massively over the next few years.This is why global brands and advertisers will need to ensure they adapt their marketing strategies to include Southeast Asia.S O U T H E A S T A S I AMonthly active i

20、nternet shoppersMiddle-class consumers in SEA by 2022330 Million+350 Million+SEA population in Tier 1&2 cities by 2030Shopped online 3+times in the last 90 days57%44%+Source:B,BCG.com,E0506ConsumersBrands96%95%Facebook76%95%YouTube76%72%Instagram51%71%WhatsAPP47%48%Twitter39%32%Line38%32%Linkedln30%

21、21%Wechat25%15%PinterestSocial Media&Mobile Shopping:The Perfect ComboSocial media giants like TikTok,Facebook,and Instagram are key social commerce drivers in Southeast Asia.In fact,82%of consumers tend to share their purchases via social media,and 60%of them said that more than 25%of their online

22、shopping is influenced by social media-this shows just how powerful these channels are at driving sales.AFTER YOU HAVE BOUGHT AN ITEM ONLINE,ON WHAT NETWORK DO YOU SHARE THIS INFORMATION?SOCIAL MEDIA PLATFORMS USED BY CONSUMERS AND BRANDSConsumers:Which of the following soc lal med la platforms do y

23、ou use?Marketers:Whatsoclal networks does your brand use?65%41%26%23%16%12%7%3%2%18%FacebookInstagramWhatsAPPYouTubeTwitterLineWechatLinkedlnPinterestI dont sharepurchases on social07The Rise of Micro-InfluencersInfluencer marketing has become key to mobile marketing success across the globe,especia

24、lly in Southeast Asia.However,the SEA region plays the influencer game a bit differently:rather than relying on major celebrities and traditional advertising channels,consumers have switched their attention to micro-influencers(10k-100k followers).You should know that 80%of Southeast Asias influence

25、rs are micro-influencers.With better deals and more engaged audiences,micro-influencers are an ideal gateway for brands entering the SEA region.While social media is a major factor in how and what SEA consumers buy online,we are also seeing an increase in how users in the region treat data privacy&s

26、ecurity.A recent study showed that data misuse is the biggest source of distrust for consumers,which has resulted in 44%of respondents saying they have taken steps to reduce the amount of data they share online.While this might have an impact on certain industries,56%of respondents say digital techn

27、ologies will have a positive impact on society.The key message here is one of balance:brands and advertisers need to find a middle ground between data usage and personalization.Mobile Shoppers and Data Privacy08III.TOP APPS&CATEGORIES IN SEA:WHATS HOT AND WHATS NOT?2020 saw over 15 billion mobile do

28、wnloads happen in Southeast Asia.55%of them were apps,while the remaining 45%were games.To put this in perspective,about 12%of all app downloads in the world happened in Southeast Asia in 2020.The most popular non-gaming categories in 2020 were social media,e-commerce,online payments,and delivery se

29、rvices,with TikTok,Facebook,Shopee,and Lazada being among the most popular apps in the region.Also,since the digital workforce around the world moved from classic offices to home offices,apps like Zoom,Google Meet,and Microsoft Teams also saw a spike in downloads and usage.S O U T H E A S T A S I AS

30、outheast Asias Hottest Apps993M370M307M257MFacebookTikTokShopeeLazada0809Top 10 Most Downloaded Apps:Where the Downloads Happen IndonesiaPhilippinesThailandSingaporeTikTok:66.91MTikTok:66.91MTikTok:19.60MZoom:1.28MFacebook:61.03MFacebook:61.03MFacebook:16.81MSingPass:1.15MWhatsApp:48.49MFacebook Mes

31、senger:21.39MFacebook Messenger:14.11MShopee:0.98MInstagram:40.37MShopee:16.45MLINE:12.85MTikTok:0.97MShopee:38.01MGcash:14.29MShopee:11.99MTraceTogether:0.93MTelegram:33.63MZoom:13.63MInstagram:9.31MWhatsApp:0.87MZoom:32.99MGoogle Meet:11.02MLazada:9.14MTelegram:0.80MFacebook Messenger:31.78MSHAREi

32、t:10.81MWallet by Truemoney:7.54MFacebook:0.79MSnack Video:31.46MLazada:9.05MFoodpanda:7.15MMicrosoft Teams:0.70MSHAREit:30.18MInstagram:8.40MMyMo by GSB:6.51MFoodpanda:0.68M11112222333344445555666677778888999910101010S O U T H E A S T A S I A10Shop until You Drop:Top E-commerce AppsFor the Binge Wa

33、tchers:Hottest Video AppsS O U T H E A S T A S I AShopee and Lazada continued to dominate the e-commerce sector in Southeast Asia,showing strong and steady growth in 2020.In 2020,Shopee went from 78 million to over 130 million active users in the region,which is equivalent to a 62%year-on-year incre

34、ase.Lazada was another e-commerce app to show great results in 2020.Lazada went from 70 million in January 2020 to more than 110 million active users at the end of the year,boosting its active user base by 57%year-on-year.Video subscription services were also clear winners,growing strong in 2020 as

35、a result of more people spending more time at home.For example,Netflix grew its active SEA user base by 69.2%,from 24 million to over 44 million by the end of 2020.Another popular video streaming app in Southeast Asia is Viu,which also saw its active user base in the region grow 53.8%from 6.5 millio

36、n to 10 million in 2020.Interesting to note is that unlike Netflix,Viu had a peak around May at 10.5 million active users.Jan 2020Jan 2020Jan 2020Jan 2020Dec 2020Dec 2020Dec 2020Dec 202070M26M78M6.5M110M44M130M10M57%69%62%54%11For the Gamers:Most Popular GamesHungry?The“Spiciest”Food Delivery AppsS

37、O U T H E A S T A S I AMobile games were a massive success with the SEA crowd.Mobile Legends:Bang Bang peaked at around 65 million downloads in 2020,with about 64%of those players coming from Southeast Asia.With restaurants closing because of COVID,food delivery seized the opportunity and grew to in

38、credible levels in 2020.One such app was Foodpanda which grew its active user base in Southeast Asia from less than 9 million in January to over 22 million in December 2020.One very interesting story was Grab,which is basically the Uber of Southeast Asia.The ride-hailing app suffered significantly a

39、s traveling restrictions were placed in order to contain the COVID-19 pandemic,but Grab was quick to reorganize and focus its efforts on its food delivery and online payment services.This resulted in not only a quick bounce back but a new peak in terms of active users at over 87.8 million by the end

40、 of 2020.Jan 2020Jan 2020Dec 2020Dec 2020189M8.9M242M22M28%146%Total Downloads12At Nativex,our mission is to deliver sustainable growth and ROI to our clients through transparent and reliable solutions.With a wide range of mobile marketing solutions available,our team can help global brands and adve

41、rtisers reach their audiences in Southeast Asia and other key markets around the world.If youre looking to achieve success in Southeast Asias mobile market and beyond,then make sure you contact the Nativex team today.Our approach combines global expertise with local execution:Glocalization.Our appro

42、ach is dataled,powered by human intelligence.We ensure sustainable returns.We secure and protect data.We think like our customers.S O U T H E A S T A S I AWe Are NativexOur DNA1213Nativex End-to-End Mobile Marketing SolutionsS O U T H E A S T A S I ASuccessfully run your advertising campaigns in Chi

43、na with a team to bridge the gap.As a global team with roots in China,Nativex has the cross-cultural fluency required to successfully navigate any challenges and ensure your campaigns are relevant,accurate,and appropriate.Learn more about XploreChina.The TopWorks Creative Studio is a global creative

44、 network.With 14 teams established in over 30 countries across the world,TopWorks connects you with 200+creative studios worldwide.Our mission is to empower advertisers with excellent creatives that drive performance and enable visible returns.TopWorks is an official TikTok Marketing Partner.Learn m

45、ore about TopWorks.XMP by Nativex is the first multi-channel media buying tool that connects top channels across China and the West.Built by the Nativex media buying experts for media buyers,XMP allows you to streamline complex campaign workflows across platforms like Snapchat,Douyin,WeChat,Kuaishou

46、,and more.XMP is an official TikTok Marketing Partner.Learn more about XMP.As one of the top global TikTok performance ad agencies,we have the access and experience to help you expand your advertising channels,grow your business and bring awareness to a whole new segment of mobile users.Learn more about our TikTok solution.YOUR GATEWAY TO CHINAS MOBILE MARKETCREATIVE EXCELLENCE,VISIBLE RETURNSMEDIA BUYING MADE EASYADVERTISE ON THE WORLDS FASTEST-GROWING SOCIAL APPLearn more about Nativex at: Follow us on social:ENABLE VISIBLE RETURNS