1、ASIAS DIGITAL MILLENNIALSMobile, social and borderlessSupported by:獲取報告1、2、3、每周群內(nèi)7+報告；當(dāng)日華爾街日報、4、行研報告均為公開利歸原作者所有，起點財經(jīng)僅分發(fā)做內(nèi)部學(xué)習(xí)。掃一掃關(guān)注 回復(fù)：加入“起點財經(jīng)”群。Contents2About the research4Executive summary7Introduction: Racing aheadAsias mobile leapfrogThe importance of infrastructure10Chapter 1: Connecting a gener

2、ation Chat and messenger services Engagement entwinedMobile gaming adoptionstreaming18Chapter 2: Confronting millennial preferences20: Drivers of a changing world© The Economist Intelligence Unit Limited 2019Asias digital millennials 1 Mobile, social and borderlessAbout the researchAsias digita

3、l millennials: Mobile, social and borderless is an Economist Intelligence Unit report, commissioned by the Singapore Economic Development Board. It is the first of a two-part research programme that explores how millennials are shaping the digital economy through their use of online and mobile techn

4、ologies for recreation and commerce. In particular, it examines the ways in which the consumer behaviour and digital habits of millennials in Asia converge or diverge from those in other parts of the world. This briefing paper is based upon two strands of research:In early 2018, The Economist Intell

5、igence Unit surveyed 826 millennials across 12 countries in the following geographies: South- east Asia (Indonesia, Singapore), East Asia (China, South Korea) and the West (Denmark, Finland, Germany, Iceland, Norway, Sweden, the UK and the US) to compare the different regions trends. The survey samp

6、le is divided evenly by gender and age groups, 18-26 and 27-35.826 millennials across 12 countriesIn addition to the survey, we conducted a series of in-depth interviews with experts. Our thanks are due to the following individuals for their time and insights:-Jiejing Chen, co-founder, CirclAndy Chu

7、n, regional director, technology innovation, Prudential Corporation AsiaGreg Day, vice-president and chief security officer, EMEA, Palo Alto NetworksBen Grossmann, co-founder and CEO, Magnopus-© The Economist Intelligence Unit Limited 20192Asias digital millennialsMobile, social and borderless3

8、-Shane Happach, executive vice-president and head of global e-commerce, WorldpayBabak Hodjat, co-founder and CEO, Sentient TechnologiesTimothy Lee, founder and CEO, CirclSoma Ramasamy, vice-president, cross-border markets and international business development, PayPalSergio Salvador, talent adviser

9、and executive coach, Egon ZehnderJoanne Waage, general manager, Crunchyroll-The report was edited by Charles Ross and Michael Gold. HuiQi Yow provided editorial support. The Economist Intelligence Unit bears sole responsibility for its content. The findings and views expressed in the report do not n

10、ecessarily reflect the views of the sponsor.Executive summaryThe worlds millennial generation is a major driving force behind the digital economy. Their consumption patterns and preferencesunderpin the growth of new interconnecting ecosystems of recreation and commerce. Relative to millennials in Eu

11、rope and the US, those in Asia are unique in that they are both digital and mobile natives, with many in the more recently developing markets of South-east Asia and China having gone online first through their mobile phones. This study highlights differences in their consumption habits borne out of

12、this unique experience. We found that Asian millennials are much more likely than their Western counterparts to:1.Be heavier users of chat/messenger services and use those and other social networks to influence their purchasing decisions and those of others.-When asked what their primary uses for mo

13、bile apps are, 67% of South-east Asian respondents and 61% of East Asian respondents say chat and messenger services, compared with 51% of Western respondents.When millennials were asked if they share their experiences with products and services on social media to help inform others, 69% and 64% in

14、South-east Asia and East Asia, respectively, agreed, compared with 48% in the West.-© The Economist Intelligence Unit Limited 2019The importance of chat to Asian millennials underlines its growth as a platform beyond messaging. This offers opportunities for companies to engage them through more

15、 advanced features, such as chatbots, both those driven by artificial intelligence (AI) and those withreal staff. The readiness of millennials to share their experiences provides opportunities for businesses to convert millennial customers into influencers.4Asias digital millennialsMobile, social an

16、d borderless52.Have adopted mobile e-payments faster, selecting it as their favoured means of payment (over debit cards, still the most popular method in the West).- Seven in ten and eight in ten respondents in South-east Asia and East Asia, respectively, agree that the availability of e-payment ser

17、vices have made them more comfortable in making mobile purchases, versus a corresponding figure in the West of only 53%.- When making online purchases of physical goods, the option of using a digital or mobile wallet for payment is important to 74% of millennials in South-east Asia and 72% in East A

18、sia, but only for 57% of millennials in the West.3.Have deeper and broader tastes, stretching from local and global, making their preferences both complex and unpredictable.- Access to a wide range of global content is the most importantfactor increasing the popularity ofstreaming for 46% and37% of

19、respondents in South-east Asia and East Asia, respectively, compared with 30% of respondents in the West.Millennials comfort with mobile payments offers opportunities for businesses to build better mobile experiences for their websites, and integrate both website and app with a smooth hand-off to a

20、broad range of payment options that encourage the mobile user to complete a purchase on the phone.-When asked if they expect to shop more frequently from international vendors in the next three years, 62% of millennials in South-east Asia and 72% of millennials in East Asia agreed, versus only 47% o

21、f millennials in the West.Access to a wide range of global content is the most important factor increasing the popularity ofstreaming for 46% and 37% of respondents in South-east Asia and East Asia, respectively, compared with 30% of respondents in the West.© The Economist Intelligence Unit Lim

22、ited 2019This embrace of international content and products offers companies in Asia a chance to both expand the range of internationally sourced goods and services they offer,and to reduce the friction and cost for obtaining those products. South-east Asian millennials, for example, are just as pic

23、ky about the cost of shipping as their Western counterparts (51% said it was very important in both groups), suggesting that theres room for businesses to find cheaper ways to ship goods around the region.6Asias digital millennialsMobile, social and borderless7Introduction: Racing aheadMillennials a

24、re a key consumer demographic, described by A.T. Kearney in a recentstudy as “fast becoming the worlds most important generational cohort for consumer spending growth, sourcing of employees and overall economic impact”.1 The millennial generationconsidered those born between roughly 1981 and 1997num

25、ber about 2bn, or a quarter of the worlds population. About 58% of them, according to A.T. Kearney,live in Asia. As young adults, they are key to understanding the consumption patterns of the future. But there are also key differences, particularly between millennials in Asia and those in other regi

26、ons, and between different Asian regions.The digital consumption habits of Asias millennials have been deeply informed by the contours of each markets recent economic growth. The forces at work are complex and include the pace and speed of development, internet and mobile phone access, regulatory en

27、vironments, income levels, and market competition dynamics, among other factors.However, two unifying trends remain consistent across Asia: a comparatively late digital start and a rapid pace of adoption. The “catch-up” speed alone has, in many ways, enabled the region to leapfrog the more mature ma

28、rkets of Europe and the US. Moreover, as the region continues gathering momentum in creating its own unique digital landscape, it is also propelling Asiasmillennials into the future. They are increasing their consumption habits of digital media at faster paces than their peers.For businesses operati

29、ng in the region, these trends mean they must both cater to the unique differences in the behaviour of Asias digital millennials as compared with the rest of the world, while being agile enough to respond to the rapid change that has become the norm in the digital landscape.Asias mobile leapfrogComp

30、ared with other regions, Asia was slow to embrace the internet and, even now, is some way behind Western Europe and North America in terms of reach. In 2007, while75% of the North American population and 60% of the EU population had access to the internet, only 21% of those living in East Asia and t

31、he Pacific and less than 4% of those living in South Asia did, according to International Telecommunication Union data. By 2016 the West (EU and North America) had reached at least 78% internet penetration, while East Asia sat at 56%.2Mobile, however, tells a different story: a wave of deregulation

32、in Asia in the 1990s allowed mobile carriers to roll out networks and leapfrog the cable-bound West. The gap in connectivity has duly narrowed. By 2013 East Asia and the Pacific had already caught up with North America in mobile subscriptions. Even South Asia, a slow starter in mobile,had 87 mobile

33、subscriptions per 100 people by 2017.3These figures conceal the room for even more growth in mobile users in Asia. While Asia will add 424m new subscribers by 20251 Erik R Peterson, Ari Sillman and Courtney Rickert McCaffrey, “Where are the Global Millennials?”, A.T. Kearny and the Global Business P

34、olicy Council,2 Individuals using the Internet (% of population), The World Bank based on International Telecommunication Union data, World Telecommunication/ ICT Development Report and database,3 Mobile cellular subscriptions (per 100 people), The World Bank based on International Telecommunication

35、 Union data, World Telecommunication/ ICT Development Report and database,Figure I. Get smartWhich of the following digital devices do you own?(% of respondents who own a smartphone) WestEast Asia (China, South Korea)South-east Asia (Singapore, Indonesia)Source: The Economist Intelligence Unitmore t

36、han half of the global growth in new subscriptionsit will still leave nearly 40% of South Asians, 24% of South-east Asians and 16% of East Asians without subscriptions.4For most of these mobile users, hand-held devices are now their access points to the internet. According to data from the China Int

37、ernet Network Information Center, of the countrys 802m internet users, 98% of them are accessing it via mobile.5 Nearly 100% of respondents in South-east Asia and East Asia said they owned a smartphone, compared with 92% in Western countries, according to our survey.already home to some of the world

38、s most advanced markets in terms of 4G adoption, such as South Korea, Japan and Australia; emerging markets like India, Bangladesh and Indonesia will be the key drivers of 4G growth over the next few years.By 2025A forecasts that5G connections will reach 675m across Asia-Pacific, accounting for more

39、 than half of the global total for 5G.More countries are also deploying even faster networks, with Ericsson, a Swedishtelecoms giant, expecting 10% of Asias mobile subscriptions to run on cutting-edge 5GThe importance of infrastructureAdvancements in mobile broadband maturity throughout the region w

40、ill also help itrush further ahead in terms of speed andnetworks by 2022. By 2025A forecaststhat 5G connections will reach 675m acrossbandwidth. According toA, a globalAsia-Pacific, accounting for more than half of the global total for 5G.association of telecom operators, Asia is4 The Mobile Economy

41、: Asia Pacific 2018,A,5 42次中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計報告, China Internet Network Information Center, August 20th 2018,hlwxzbg/hlwtjbg/201808/t20180820_70488.htm (in© The Economist Intelligence Unit Limited 2019) 8Asias digital millennialsMobile, social and borderlessChapter 1: Connecting a generationKey to th

42、e rapid growth of mobile in Asia is a sophisticated user base with a natural inclination to gravitate to new technology. Asia may have come to the internet late, but consumers there have quickly embraced and adapted the social tools of the West, or built their own. South Korea invented Cyworld, whic

43、h started as a virtual world in 1999 and added social networking features in 2001,6 while Mixi was launchedin Japan in 2004, and had over 10m users by 2007.7 Timothy Lee of Circl, an Asia-based food and beverage platform for consumers and retailers, recalls that his friend Michael Birch, who co-foun

44、ded social media site Bebo in early 2005,8 found that one of the earliest markets to embrace the platform was Singapore.retained a loyal following in South-east Asia and opened offices in Manila and Singapore in 2006 and 2007, respectively,9 hiring 70 people to handle regional sales and marketing.10

45、Eventuallyandedged outthese sites in the region, but the early embrace of social networking by digital consumers in Asia, alongside rapid mobile adoption, has continued to demonstrate rapid uptake. By 2012 Indonesias capital Jakarta was posting more tweets than any other city; after Tokyo, London, S

46、ão Paulo and New York, the next busiest was Bandung, one of Indonesias largest cities.11 Countries like Indonesia and the Philippines have now become some of the US platforms most successful adherents.Chat and messenger servicesThese factors have helped propel another significant difference bet

47、ween Asias millennials and the West: Asias digital consumers are heavier users of chat and messenger services,a trend driven by how multi-faceted local platforms have become. Chat and messenger services are the primary functions of mobile apps for more than 60% of users in Asia, compared with only 5

48、1% in Western countries.The popularity of chat-based platforms in Asia reflects the extensive reach of appssuchTheres a nature and a nurture component to the Asia-Pacific regions ability to adopt new technology.Timothy Lee, CirclUsers have been remarkably loyal, reflecting just how much they have in

49、tegrated these networks into their lives. By the late 2000s, although people elsewhere had already dumped Friendster, the first real socialas WeChatand Line in Japanthathave created powerful and engaging multi- functional platforms. These embed mobilenetworking platform, for, it6 Danah M Boyd and Ni

50、cole B Ellison, “Social Network Sites: Definition, History, and Scholarship”, Journal of Computer-Mediated Communication,October 2007,7 Guido Ghedin, “The story of Mixi in Japan: The Rise, the Fall and theTakeover”, Digital in the Round, April 3rd 2013,./8 Sara Kimberley, “Bebo founder invests in so

51、cial media start-up”, Campaign, May 19th 2010, invests-social-media-start-up/10043039 Ling Woo Liu, “Friendster moves to Asia”, Time, January 29th 2008,10 Benny Evangelista, “Friendster bets its future on Southeast Asia”, San Francisco Chronicle, October 2nd 2009, article/Friendster-bets-its-future-

52、on-Southeast-Asia-3216028.php11 “reaches half a billion accounts, More than 140 millions in the U.S.: Geolocation analysis ofaccounts and tweets by Semiocast”,Semiocast, July 30th 2012,© The Economist Intelligence Unit Limited 201910 Asias digital millennialsMobile, social and borderless11Figur

53、e II. Getting the messageWhat are your primary uses for mobile apps?(% respondents who answered “chat and messenger services”) ? South-east Asia (Singapore, Indonesia)East Asia (China, South Korea)WestSource: The Economist Intelligence Unitcommerce and online services like ride- sharing straight int

54、o the messaging app, further reducing barriers to working, spending an average of 22minutes a day on.13The success of the WeChat mhas inspiredWeChats success, says Andy Chunothers to follow a similar route, starting with Asia, where it has found the most success.Some are linking up wit

55、h WeChat directly. Japans Line, for example, announced anof Prudential Corporation Asia, can be partly attributed to its open application programme interfaces that have enabled it to providea richer set of functionalities and become a much more powerful platform than if it had tried to do everything

56、 itself.This makes WeChat a “Swiss Army Knifealliance with Tencent last November allowing Japanese outlets using its Line Pay terminal to process WeChat Pay transactions directly.14“Most of these chat platforms are looking tofor social media,” says Mr Chun.mthemselves closely on WeChat andWeChats mu

57、lti-functionality has led tobuild out,” says Joanne Waage of Crunchyroll,high engagementaccording to Penguin Intelligence, a research arm of Tencentastreaming platform., this “conversational commerce” orHoldings, thefirm that ownsWeChat, over a third of its users spend more than four hours a day on the service.12 In comparison, in 2016 US adults cite using mobile apps most often for trad