JAPAC 12 Cities V5 - Near

www.near.co

J A P A CTRAVELLER REPORT

EXECUTIVE SUMMARY

The JAPAC traveller report analyses traveller behaviour across 12 airports in 9 countries in the JAPAC region. The analysis was done from the samples taken during the months of April, May and June. The airports studied were Melbourne & Sydney in Australia, Hong Kong and Macau in People's Republic of China, Tokyo in Japan, Delhi and Mumbai in India, and Singapore, Kuala Lumpur, Jakarta, Bangkok and Manila in South East Asia.

We analysed more than 1 million travellers in terms of demography, smartphone engagement, time spend, time of the day, day of the week and type of apps engaged across the 12 airports. The travellers have been segregated into various profiles like Students, Homemakers, Professionals and Affluent through proprietary AdNear technology. Some of the key insights from the study are presented below.

Though developed countries have a lower percentage of sharing location, there is a huge scope for players who can geographically target users through proprietary technologies.

We see higher engagement from males as compared to other age groups across all airports. Users between age group 25 to 36 were engaged the most as compared to other age groups.

Evenings saw highest number of engaged users across all airports. Sunday & Monday were the preferred days of travel in most airports.

Demography Location Intelligence

Time & Day trends

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KEY FINDINGS

Some interesting trends were seen across the airports in gender ratio, frequency of travellers, age group, peak travel time and more. A snapshot of some insights are below.

Australia has the highest % Female Traveller Engagement.

28%India has the lowest % Female Traveller Engagement.

17%Japan has the highest % engagement in 16 to 24 Age Group Travellers.

35%

SEA has the lowest % engagement in 16 to 24 Age Group Travellers.

17%Singapore has the highest % of Repeat Travellers.

69%India has high % of one time travellers.

40%

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Peak Period

Australia

Peak Day

Lowest Day

3 pm to 9 pm

Tuesday

Sunday

Indonesia

12 pm to 8 pm

Sunday

Thursday

Malaysia

8 pm to 2 am

Friday

Monday

Singapore

3 pm to 9 pm

Sunday

Tuesday

Thailand

11 am to 6 pm

Friday

Tuesday

Philippines

4 pm to 10 pm

Sunday

Thursday

India

9 am to 4 pm

Monday

Sunday

Hong Kong

2 pm to 9 pm

Monday

Saturday

Japan

12 pm to 5 pm

Monday

Tuesday

Sydney has the lowest time spent at the airports while Singapore has the highest time spent.

Australia has the highest per user engagement at the airports while India has the lowest.

India, Malaysia and Indonesia have the highest percentage of user engagement at the airports.

KEY FINDINGS

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01

SCREEN MINUTES ACROSS DEVICES IN JAPAC

Globally on an average, people spend around 7 hours a day viewing TV, Laptops, Smartphones and Tablets. TV and Laptop that were once the devices with major time spend are gradually being replaced by Smartphones and Tablets. This has been due to increase in internet speeds and improved processing capabilities of these devices.

TV SmartphoneLaptop Tablet

417

439

AP

AC

113

108

147

50

Glo

bal

104

115

159

61

Indo

nesi

a

132

117

181

110

Phili

ppin

es

9914

317

411

5

Thai

land

7896

167

95

Aus

tral

ia

125

102

132

37

Indi

a

3116

295

96

Japa

n

1513

568

125

Hon

g K

ong

4293

154

101

Sing

apor

e

3910

516

298

Indonesia and Philippines have highest Smartphone Screen Minutes across JAPAC, while Indians spend almost 40% of their time, highest in JAPAC, on Smartphones

Time spent on Smartphones in JAPAC is higher than the global average. 50% of the time is spent on mobile devices in JAPAC region as compared to the global average of 47%.

JAPAC TRAVELLER REPORTACROSS 12 AIRPORTS

https://www.millwardbrown.com/adreaction/2014/#/

https://www.millwardbrown.com/adreaction/2014/#/

Millward Brown

02

AD SPEND ACROSS MEDIUMS

40.1%Television Television

39.2%Mobile Internet2.7%

Only recently, Mobile as a medium has started to gain traction in global ad spends. Though the time spend in terms of the screen share of mobile is at least 30% globally, we can see that the present share of mobile ad spend is hardly 2.7%. This is expected to raise up to 7.6% over the next 2 years with the major share gain coming in due to the decrease in ad spends on Newspapers and Magazines.

16.9%Newspapers

18.1%Desktop Internet Desktop Internet

19.5%

7.9%Magazines

Mobile Internet7.6%

Newspapers13.7%

Magazines6.4%

One of the main drawback for mobile as compared to other devices has been the lack of right profiling and targeting for brands. With increase in audience profiling based on location data added with 3rd party data, marketers today are able to target users more precisely as compared to before.

Mobile ad spends to grow ~3X from 2013 to 2016


http://tinyurl.com/lfo7rog

03

MOBILE AD SPEND VS TIME SPENDIt has been seen that mobile users spend around 35% of their time on Facebook and Google. And time spent on other apps like gaming, chat apps and local apps make up around 65%.

Ad Spend on other apps expected to increase

18 %

49 %

17%18 %

65 %

33 %Time Spent

Google Facebook Others

Ad Spend

60 %

50 %

40 %

30 %

20 %

10 %

0%

Ad Spend is the highest on Google. Though the time spent on other apps is 1.8 times the time spent on Google and Facebook, the ad spend on the other apps is 1/3rd of the total pie.

This skew is expected to reduce with an increase in awareness of advertising options available on other apps and user profiling through other privacy safe methods in the next few years.


04

SMARTPHONE AND MOBILE INTERNET PENETRATION IN JAPAC

Singapore, Malaysia, Australia and Hong Kong have very high penetration of Smartphones whereas India, Philippines and Indonesia are amongst the countries with lowest smartphone penetration in the JAPAC region.

Mobile internet penetration is also in line with the smartphone penetration. Due to increasing competition and with more users now shifting towards smartphones, the penetration is expected to grow. This is expected to increase the mobile ad spend over the coming years.

49% 24%Thailand

87% 64%Singapore

80% 58%Malaysia

75% 59%Australia

51% 48%Japan

62% 67%Hong Kong

15% 31%Phillipines

23% 14%Indonesia

10% 11%India

Mob Internet Penetration

Smartphone Penetration

Singapore, Malaysia, Australia and Hong Kong are countries with very high smartphone and mobile internet penetration


http://www.emarketer.com/Article/Asia-Paci�c-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938http://www.slideshare.net/truongminhyen/2014-asia-paci�c-digital-overview

eMarketersocial.org

05

LOCATION BASED SERVICES SPREAD IN JAPAC

Though the smartphone penetration is lower in countries such as Thailand, India and Indonesia, the users were more likely to use location based services on their mobiles as compared to the high smartphone penetration countries in JAPAC.

For countries like Australia, Japan and Hong Kong where the usage of location based services is lower there is opportunity for players who can geographically target users through proprietary technologies.

AUSTRALIA14%

ID32%

PN29%

IND29%

SG18%

JAPAN5%HONG KONG

17%

MY28%

TH36%

Though developed countries have a lower percentage of users sharing location, there is a huge scope for players who can geographically target users through proprietary technologies


http://www.slideshare.net/truongminhyen/2014-asia-paci�c-digital-overviewsocial.org

06

REACH ACROSS JAPAC AIRPORTS

As part of our analysis for the JAPAC region and user engagement, we picked 12 airports across 9 countries and analyzed the kind of users, their age profiles and their engagement at these airports.

Airport Tra�c (mn)

0

10

20

30

40

50

60

7062

5

53

29

50

37

47 46

3034

28

36

of the users connected to the internet

Reaching

20% Requests / user

30 Avg Time Spent at Airports

65mins

Tokyo Macau HongKong Manila Jakarta Kuala

Lumpur Bangkok Singapore Mumbai Delhi Melbourne Sydney

Tokyo & SEA Airports, transit airports for the country and region, have the highest tra�c in terms of people.


http://tinyurl.com/kb�y2x

07

AUDIENCE ENGAGEMENT BY GENDER AT AIRPORTS

SEA

Hong Kong

Japan

Australia

India

x(28%) 2.5x(72%)

x(17%) 5x(83%)

x(23%) 3x(77%)

x(26%) 3x(74%)

x(24%) 3x(76%)

1.5x

4x

2x

2x

2x

The number of male travellers across all airports is higher than female travellers. Australia sees the highest amount of female travellers and India sees the lowest.


08

AUDIENCE ENGAGEMENT BY AGE GROUP AT AIRPORTS

SEA

Hong Kong Japan

Australia India24%

63%

11%

1%

21%

68%

10%

1%

25%

68%

5%

2%

17%

70%

10%

3%

35%

52%

12%

1% 16 - 24

25 - 36

37 - 50

Above 50

The 25 – 36 age group across all countries has higher engage-ment at airports. One of the factors would be that smartphone penetration in the 37 – 50 age group is lower compared to other age groups

The 16 – 24 Age group in Japan has signi�cantly higher engagement as compared to other countries.


09

FREQUENCY OF TRAVELLERSAT THE AIRPORTS

Once TwiceThrice

& More

30% 15% 55%Australia

38%22%40%India

25% 15% 60%SEA

43%23%32%Hong Kong

65% 23% 12%Japan

We split the users based on the number of times they were engaged with us during the course of the research as once, twice, thrice & more.

There are more number of repeat travellers in airports as compared to one time travellers. Australia and SEA have higher number of repeat travellers at their airports as compared to other airports.


10

TIME TRENDS FOR AUDIENCE ENGAGEMENT AT AIRPORTSAirport users were more engaged with their Smartphones during the later half of the day as compared to first half of the day.

0000 - 0600 Hrs 0600 - 1000 Hrs 1000 - 1400 Hrs 1400 - 1800 Hrs 1800 - 2359 Hrs

SEA

Hong Kong

Japan

Australia

India

1600 – 1800 hours was the peak engagement time across most airports.


11

DAY WISE TREND FOR AUDIENCE ENGAGEMENT AT AIRPORTS

Overall Monday is one of the busiest days across all airports.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

SEA

Hong Kong

Japan

Australia

India


28% 24% 63% 11% 1%72%

Melbourne

16-2425-36

37-50 above 50

SydneyAustralia

33% 16% 51% 5pm to 10pm

PeakPeriod

23% 25% 64% 10% 1%77%

16-2425-36

37-50 above 50

27% 14% 59% 5pm to 10pm

PeakPeriod

12

AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY

Australia has 2 major airports in Melbourne and Sydney. Sydney is the largest airport in Australia and Melbourne the second largest. Melbourne – Sydney is the 3rd most travelled route in the world. While Melbourne airport is 20 kms from the city, Sydney airport is 8 km from the city, one of the reasons why time spent at airports is lower in Sydney.

Lowest Number of Travellers on Sunday and highest on Tuesdays

Once TwiceThrice

& More Once TwiceThrice

& More


10% lower mobile engagement on Sunday as

compared to other Days

Sydney has 10% lower engagement on weekend as compared to weekdaysStudents are more engaged in Sydney as compared to MelbourneMore no. of repeat travellers as compared to Melbourne

Melbourne has 10% lower engagement on weekend as compared to weekdaysA�uent are more engaged in Melbourne as compared to SydneyMore no. of �rst time travellers as compared to Sydney

Top App Categories

3.2x x 2x 3x

Melbourne

Social Apps

Health & FitnessWeather

Social Apps Entertainment

Health & Fitness

SydneyAustralia

13

AUDIENCE ENGAGEMENT TRENDS FOR AUSTRALIA: MELBOURNE & SYDNEY

Affluent

ProfessionalHomemakers

StudentsAffluent


Students

2x x 1.2x 1.5x

35 Mins Average Time Spent

50 Mins Average Time Spent


15% 25% 68% 5% 2%85%

Delhi

16-2425-36

37-50 above 50

Mumbai

42% 22% 36% 9am to 4pm

PeakPeriod

17% 25% 69% 5% 1%83%

16-2425-36

37-50 above 50

39% 22% 39% 9am to 4pm

PeakPeriod

14

AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI

Delhi and Mumbai are India’s 2 largest airports. They are swanky, newly built, recently inaugurated airports with the Delhi airport being 16 km from the city and the Mumbai airport being around 12 km from the city.

Lowest Number of Travellers on Friday and highest on Monday

Lowest Number of Travellers on Sundays and highest on Saturday

India

Once TwiceThrice


& More


10% lower engagement on weekend as compared to

weekdays

Top App Categories

x 2x x 2.6x

Delhi Mumbai

15

AUDIENCE ENGAGEMENT TRENDS FOR INDIA: DELHI & MUMBAI

Affluent ProfessionalHomemakers

Students

AffluentProfessional

Homemakers

Students

x 2x x 2.5x

SocialApps Gaming

74 MinsAverage Time Spent


India

Entertainment Gaming Entertainment


Delhi & Mumbai has 10% lower engagement on Sunday as compared to other daysStudents are more engaged as compared to other pro�lesHigh 1 time travellers at 40%

21% 18% 72% 9% 1%79%

Macau

16-2425-36

37-50 above 50

Hong Kong

64% 24% 12% 4pm to 10pm

PeakPeriod

26% 21% 68% 10% 1%74%

16-2425-36

37-50 above 50

32% 23% 43% 2pm to 8pm

PeakPeriod

16

AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAUThe Hong Kong International Airport is also home to one of the world's largest passenger terminal. Hong Kong International Airport is one of the busiest airports in Asia. The airport is the world's busiest cargo gateway and one of the world's busiest passenger airports.

Macau International has been a common transfer point for people traveling between China and Taiwan, as well as a passenger hub for destinations in mainland China and Southeast Asia

Lowest Number of travellers on Thurs-day and highest on Monday

Lowest Number of travellers on Satur-day and highest on Monday

Once TwiceThrice


& More


15% lower mobile engagement on Saturday as compared to

other Days

30% lower mobile engagement on Thursday as compared to

other Days

Top App Categories

x 1.5x 1.6x x

17

AUDIENCE ENGAGEMENT TRENDS FOR HK & MACAU


Homemakers

StudentsAffluent


Students

1.5x 2.5x 3x x



SocialAppsGaming Entertainment

SocialApps Information Entertainment

ii

Macau Hong Kong


Travellers spend 96 minutes at the airports. Thursday has 30% lower mobile engagement as compared to other days. Highest number of travellers were seen on Monday.

15% lower engagement seen on Saturday as compared to other days. Information apps have higher usage compared to other airports. Users spend 75 mins at the airports.

21% 15% 69% 15% 1.70%79%

16-2425-36

37-50 above 50

19% 12% 69% 3pm to 9pm

PeakPeriod

97 mins

TimeSpent

Sunday Tuesday

PeakDay

LowestPeriod

18

AUDIENCE ENGAGEMENT TRENDS FOR SINGAPORE

Singapore Changi Airport is a major aviation hub in Southeast Asia. It is about 17.2 km from the commercial centre in Changi. Changi Airport serves more than 100 airlines operating 6,400 weekly flights connecting Singapore to over 250 cities in about 60 countries and territories worldwide.

Higher % of male travellers across SEA AirportsHas higher % of repeat travellers Has 15% of 37 to 50 Age Group travellers with higher engagement

Affluent

Professional

Homemakers

Students

2x x 5x 1.5x


Once TwiceThrice

& More


23% 18% 62% 15% 5%77%

16-2425-36

37-50 above 50

43% 25% 32% 11am to 6pm

PeakPeriod

91 mins

TimeSpent

Friday Tuesday

PeakDay

LowestPeriod

19

AUDIENCE ENGAGEMENT TRENDS FOR BANGKOKThe airport is currently the main hub for Thai Airways International, Bangkok Airways and Orient Thai Airlines. It also serves as regional gateway and connecting point for various foreign carriers. It is also a major air cargo hub with a total of 96 airlines.

Higher percentage of one time travellersHigher engagement seen by a�uent

Affluent Professional

HomemakersStudents

3x 2x x 1.5x


Once TwiceThrice

& More


25% 21% 73% 5% 0.5%75%

16-2425-36

37-50 above 50

34% 18% 48% 12pm to 8pm

PeakPeriod

63 mins

TimeSpent

Sunday Thursday

PeakDay

LowestPeriod

20

AUDIENCE ENGAGEMENT TRENDS FOR JAKARTA

Soekarno–Hatta International Airport, the main airport serving the greater Jakarta area on the island of Java, Indonesia. It is the 8th busiest airport in the world connecting various Islands of Indonesia.

Affluent

Professional Homemakers

Students

3.1x x x 1.4x


Has 25% of engagement from female travellersHas higher engagement with Gaming appsA�uent are more engaged as compared to other user pro�les

Once TwiceThrice

& More


21% 11% 77% 10% 1%79%

16-2425-36

37-50 above 50

32% 18% 50% 8pm to 2am

PeakPeriod

63 mins

TimeSpent

Friday Monday

PeakDay

LowestPeriod

21

AUDIENCE ENGAGEMENT TRENDS FOR KUALA LUMPUR

Kuala Lumpur International Airport is Malaysia's main international airport and one of the major airports of South East Asia. It acts as a major hub for Malaysian Airlines and Air Asia.

Affluent


Students

x 2.5x 2.2x 2x


Professionals are more engaged compared to other user pro�lesHigher percentage of users engaged in the 24 to 36 age groupHighest percentage of male users who are engaged at the airports

Once TwiceThrice

& More


27% 29% 56% 14% 2%73%

16-2425-36

37-50 above 50

38% 18% 44% 4pm to 10pm

PeakPeriod

77 mins

TimeSpent

Sunday Thursday

PeakDay

LowestPeriod

22

AUDIENCE ENGAGEMENT TRENDS FOR MANILAThe Manila International Airport, is the airport serving Manila and its surrounding metropolitan area. It is the main international gateway for travellers to the Philippines and serves as a hub for AirAsia Zest, Cebu Pacific, PAL Express, Philippine Airlines, Tigerair Philippines, and Philippines AirAsia.


Homemakers Students

2.1x 2.8x 1.7x x

SocialAppsWork Entertainment

Higher Engagement at airports by ProfessionalsWork apps are more popular Higher % of female travellers as compared to other airports in SEA

Once TwiceThrice

& More


24% 35% 52% 12% 1%76%

16-2425-36

37-50 above 50

65% 23% 12% 3pm to 5pm

PeakPeriod

65 mins

TimeSpent

Monday Tuesday

PeakDay

LowestPeriod

23

AUDIENCE ENGAGEMENT TRENDS FOR JAPAN: TOKYOTokyo International Airport is the primary international airport serving the Greater Tokyo Area of Japan. Narita handles the majority of international passenger traffic to and from Tokyo and Japan, and is also a major connecting point for air traffic between Asia and the Americas.


HomemakersStudents

x 1.7x 2x 3x

SocialAppsGaming

Tokyo has higher engagement from StudentsComparatively higher percentages of users from 16 to 24 Age Group

Informationii

Once TwiceThrice

& More


SOURCES

http://www.cnbc.com/id/101501665#,

http://www.adnews.com.au/adnews/answering-marketers-prayers-smartphone-penetration-hits-75,

http://www.emarketer.com/Article/Asia-Pacific-Emerging-Markets-Grab-Highest-Smartphone-User-Shares/1010938,

http://www.slideshare.net/fullscreen/wearesocialsg/social-digital-mobile-around-the-world-january-2014/29,

http://think.withgoogle.com/mobileplanet/en/,

http://www.theguardian.com/news/datablog/2012/may/04/world-top-100-airports#data,

Millward Brown Report

Adnews

Emarketer

Social.org

Google

Airports Council International

Data from Various Airports

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About Near:

Near is the largest location intelligence platform providing real-time information on places, people and products. The Near platform powers its flagship product to leverage historical location and context for data driven marketing. Founded in 2012, Near is headquartered in Singapore with a presence across Australia, South East Asia, Japan, India and Europe. To date, the company has more than 700 million profiled audiences and has put it to work for marquee brands such as P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota, Nike and Samsung.

Near is backed by investments from leading venture capitalists Sequoia Capital, JPM Private Equity Group, Telstra Ventures and Global Brain Japan.

Visit www.near.co to find out more.

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JAPAC 12 Cities V5 - Near