top social media platforms in southeast asia

by on April 8, 2023

Check out the top stories in our Weekly Recap The days of Asia-Pacific regularly producing double-digit growth in social network usership are over, but bright spots still abound for platforms like TikTok, Instagram, and Snapchat. Lets explore the most popular social media platforms among APACs top 5 countries with the most amount of active social media users: China, India, Indonesia, Japan, and the Philippines. Well, once again, the data holds some surprises. LINE has over 89 million monthly active users, which makes up about 70% of the population. Other popular Japan-specific social media platforms include Niconico (video sharing), Snow (selfie camera app), Ameba (blogging). Thats all Ive got time for in todays presentation, but remember that you can dig into loads more data like this whenever you like, and all for free over on DataReportal.com. Weve scoured the web and compi https://t.co/0DyxFuJnYn. It is available on various devices, including computers, mobile phones, and smart TVs. Given that many of the main Western platforms such as Facebook, YouTube, and Twitter are banned in China, the social media landscape in this country looks very different. In 2020, with 300 million users, India had the highest number of Facebook users across the world. Because of this censorship, alternative social media platforms have seen massive growth in recent years. Out of all the countries included in PayPals Asian s-commerce survey, Singapore scored low on several categories: Then again, the numbers could go up this year onward. Based on the number of monthly active users, the most popular social media platforms in Japan are LINE and YouTube. The overwhelming popularity of Facebook in the region has led to four Southeast Asian countries appearing in the top ten of largest advertising . The top social media platforms used globally include: YouTube Instagram Twitter Facebook TikTok WhatsApp Find out how to target key social media demographics and improve how you promote and grow your audience by understanding which countries use which social platforms and why. So, it's time for brands to jump on this trend and take advantage of it. Use Ask Statista Research Service. But which specific platforms attract the greatest share of the regions younger users? For this specific presentation though, Ill be focusing on the online behaviours of people between the ages of 16 and 24 living in South-East Asia. The latest data from GWI shows that the typical global internet user now spends an average of almost 7 hours per day online, which means that humanity will spend a combined total of 12 trillion hours using the internet in 2021 alone. Get ready to take your marketing to the next level! It is very popular among celebrities and influencers and is mainly used to stay up-to-date on current events or to get updates on topics users are interested in5. However, usage and popularity vary significantly between countries. What's new and trending on the blog? Note that GWI doesnt include YouTube in its social media questions, which explains why it doesnt appear in these rankings. A paid subscription is required for full access. With over 325 monthly active users, it hosts both user-uploaded videos and full-length movies. 93.3% of internet users are on Facebook, while 86.2% are on LINE7. Proprietary data and over 3,000 third-party sources about the most important topics. Please do not hesitate to contact me. Facebooks dominance means social commerce is a hit here compared to eCommerce marketplaces, to the point that Facebook has become synonymous with the internet at large. 24.00 million. The number of social media users in Thailand at the start of 2022 was equivalent to 81.2 percent of the total population, but it's important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why). So why not give it a try for your brand? In fact, the Asia Pacific region is expected to see a growth of over 30% in the influencer marketing platform market between 2019 and 2025. Im Simon Kemp, and over the next 10 minutes, Ill guide you through the online behaviours of South-East Asias young adults, with a specific focus on their social media activities. With over 639 million monthly active users, QQ tailors more to the Chinese market, whereas WeChat has more users from outside of China. The average daily time using social media is 1 hour and 56 minutes and the average number of social media accounts per user is 8. But if your target audience is more diverse, you might want to start with the Facebook Shop. And in Asia, those trends are changing all the time, given the region's diverse cultures, languages, and market behaviors. You only have access to basic statistics. LINE is Japan's most popular social media platform. Clicking on the following button will update the content below. 1Source: https://datareportal.com/reports/digital-2021-india, 2Source: https://datareportal.com/reports/digital-2021-indonesia, 3Source: https://datareportal.com/reports/digital-2021-indonesia, 4Source: https://datareportal.com/reports/digital-2021-japan, 5Source: https://www.trenders.co.jp/news/1772/, 6Source: https://datareportal.com/reports/digital-2021-thailand, 7Source: https://datareportal.com/reports/digital-2021-thailand, 8Source: https://www.facebook.com/iq/insights-to-go/tags/thailand, 9Source: https://datareportal.com/reports/digital-2021-taiwan, 10Source: https://datareportal.com/reports/digital-2021-south-korea. Topics Social Media Users Social Media Usage Worldwide Executive Summary As a Premium user you get access to the detailed source references and background information about this statistic. For those who couldnt make the conference live, were please to share a video of Simons presentation below, together with his presentation slides, and a transcript of his commentary. MPA joins industry leaders to discuss decarbonisation strategies. Youku is free to use, but it also offers paid subscription services that give users access to additional content and features. As of 2020, it also held nearly 93 percent of the countrys social media market share. You've come to the right place! spend the most amount of time on social media per day across APAC, 89.3% of the entire South Korean population, https://datareportal.com/reports/digital-2021-india, https://datareportal.com/reports/digital-2021-indonesia, https://datareportal.com/reports/digital-2021-japan, https://datareportal.com/reports/digital-2021-thailand, https://www.facebook.com/iq/insights-to-go/tags/thailand, https://datareportal.com/reports/digital-2021-taiwan, https://datareportal.com/reports/digital-2021-south-korea. What Does This Forecast Mean for Marketers in Asia-Pacific? To put these numbers in context, its worth highlighting that young adults in South-East Asia now spend 4 times as much time using the internet as they spend watching television and that includes time spent watching streaming platforms like Netflix. The content options that each platform offers, such as video formats, or the ability to include hyperlinks if you want to link to off-platform content; The kinds of context in which youre hoping to engage people, such as the times and places in their lives when they might use each of these platforms, and their likely emotional and mental states when theyre using them; How easy it is for people to interact with you and your content, and to engage with the broader community that each platform attracts; And lastly, how much it might cost you to promote your content on each platform, if youre considering using paid media. 3), and WeChat (No. Arming yourself with Japanese social media marketing experts is a surefire way to reach your target customers in Japan. Now you know where to reach your customers. Data from GWI shows that people in this age group spend an average of more than 10 hours per day using internet-connected devices, which means they spend close to 3 full days using the internet every week. As of 2021, there are 55 million active social media users in Thailand, which equates to around 78.7% of the population. Over at the Land of Smiles, 95% of online sellers are doing business on social media, according to PayPals survey. As soon as this statistic is updated, you will immediately be notified via e-mail. A whopping 92% are on Facebook, 76% sell via WhatsApp, 72% sell on Instagram, and 49% are on Facebook Messenger. Facebook has an 89% popularity rating, while Zalo nets 7%, and Instagram, 3%. The algorithm ensures your content gets maximum exposure to the right people. But with all the changes happening in the social media space, it's important to stay up to date on the latest trends. Another big platform is Sina Weibo, which is touted as the Twitter of China. More recently, they have developed LINE Wow, which provides premium food delivery, and is a significant competitor to Uber Eats in Japan. Advertisers are But theyre not just browsingtheyre shopping (or contributing to their countrys internet economy, predicted to hit US$130 billion by 2025). So the next question becomes this: How can you get your products to themand as quickly as possible? And even more tellingly, young adults across the region say that they now spend more than an hour longer using social media each day than they spend watching television. View social media market share by year Last 12 Months 2021 2020 2019 2018 2017 View all years. Not only does social audio help build credibility and trust for your brand, but it also opens the door for interactive communication with your community. Singapore, Malaysia, Philippines, and Thailand top the charts in the number of times shopped online in a month. Overview and forecasts on trending topics, Industry and market insights and forecasts, Key figures and rankings about companies and products, Consumer and brand insights and preferences in various industries, Detailed information about political and social topics, All key figures about countries and regions, Market forecast and expert KPIs for 600+ segments in 150+ countries, Insights on consumer attitudes and behavior worldwide, Business information on 60m+ public and private companies, Detailed information for 35,000+ online stores and marketplaces. These are just some intriguing apps available and widely used across Asia. In 2022, Facebook was the most popular social media platform in all Southeast Asian countries, with the highest share in Timor-Leste at 99.56 percent. MoEngage is also listed in G2's Top 50 Best Marketing Products worldwide for 2021. (February 28, 2022). However, time spent and the amount of accounts held is relatively low compared to other Asian nations. Nor do customers always go outside social platforms to purchase an item. TheSee this and similar jobs on LinkedIn. Enter branded content. In 2020, QQ introduced e-learning as the pandemic closed many schools in China. Below are the top social platforms used in Asia that are excellent channels for online selling and customer service. You need a Statista Account for unlimited access. It's not a new idea in digital marketing, but it's still an effective way for a brand to build credibility and boost conversion rates. The use of social networks remains above all useful for keeping in touch with family and friends, for 47.5% of users aged 16 to 24. It is a picture-sharing social media app that allows users to take, edit, share pictures and follow content. This button displays the currently selected search type. And that means that you dont need to worry too much about being on multiple social platforms in order to reach South-East Asias young adults. KEY STAT: Facebook will have 934.3 million users in Asia-Pacific this year, more than it has in any other region. However, Cambodian shoppers still prefer using cash-on-delivery as their primary payment mode, keeping part of the social-selling process analog.. Weibo is continually evolving and has even made some strategic changes to encourage users to stay on the platform for longer by launching an online game centre. Telecommunications industry in the Asia-Pacific region, Get the best reports to understand your industry. Euro Freelancers. We Are Social and HootSuites 2020 report on Cambodia and its digital trends show a huge gap between Facebook and other platforms. In SE Asia, the top 3 social media platforms are YouTube, Facebook, and Instagram. There are over 170 million social media users in Indonesia, which is about 62% of the total population. Kakaostory is also quite popular, ranking 6th in DigitalReportals study. Meanwhile, that average rises to more than 8 platforms per month for young adults in Malaysia, the Philippines, and Singapore. WHATS IN THIS REPORT? We Are Social and HootSuites joint 2020 report on Malaysia adds that eCommerce is doing well in this country. Facebook is also a hugely dominant platform in the country, with almost 74 million users as of 2019. Plus, shop ads are personalized based on a consumer's social media activity, making it easier to reach a targeted audience. Even though China is a powerhouse in the Asian economy, the likes of Facebook, Youtube and Twitter are not easily accessible due to censorship laws that exist in the country. In fact, 44% of the respondents for Econsultancy, Magento and Hootsuites 2019 report (The State of Social Commerce in Southeast Asia) admit to making three or more online purchases in the past month because of social media posts or ads. Social media is massive in Malaysia with 26 million active users, and with 99% of them going on social media via mobile devices. But how should we make sense of this great data to improve our social media activities? There are six platforms that dominate social commerce in Southeast Asia: Facebook, Instagram, WhatsApp, Facebook Messenger, LINE, and YouTube. In addition to messaging and voice and video calls, KakaoTalk also offers features such as a social network, gaming, and even a payment system. As for what products the Vietnamese buy on these platforms, fashion products are at first place with 55% of all purchases. Comparatively, those in Japan spend 51 minutes per day on social media (as of 2020). Only Vietnam falls below the global average, but Vietnamese people still spend an average of 6 hours and 47 minutes online each day. Chart. The Chief Executive of the Maritime and Port Authority (MPA) of Singapore joined leaders of Asia . Tencent QQ is a messaging app similar to WeChat, but with a slightly different demographic. This is one of the topics that we explore in our ongoing series of Global Digital Reports, but the findings for South-East Asias young adults are particularly insightful. Instagram ranked second at 21 percent, but in contrast to the user numbers that I shared in the previous section WhatsApp ranked third, with just over 15 percent. All Platforms Desktop Tablet Mobile View social media market share by region Worldwide Africa Asia Europe North America Oceania South America United States Of America United Kingdom India Canada Germany View all regions. Please do not hesitate to contact me. Close behind are Facebook and LINE, with 89.2% and 88% respectively. But its numbers also have a better distribution across platforms. LINE is a Japanese messaging app that is popular across Asia. You need at least a Starter Account to use this feature. Facebook remains to be the most popular platform, boasting 2.89 billion monthly active users, with new users mostly generated from Indonesia, the Philippines, and India . Well start off with a quick look at the global state of digital for context, before going on to look at the specific behaviours and preferences of South-East Asias young adults. QQ works best on desktops and is mainly used to send emails or share files. Which Countries Use Social Media the Most? As a Premium user you get access to background information and details about the release of this statistic. Founded in 2016, Ayoconnect is Southeast Asia's largest Open Finance API platform. This is according to Hootsuite's report. 1), WhatsApp (No. Social media has surpassed physical retail to become the second most popular shopping format in the region, second only to e-commerce. There are 9.7 million active social media users in the country, and 9.2 million of them can be reached by Facebook ads. What Are the Biggest Trends for Facebook, Instagram, Snapchat, TikTok, Twitter, WeChat, and Douyin? Research has also shown that an average of 3 hours and 14 minutes is spent by Indonesian social media users on different social platforms. Let's get to know some of the most notably popular Asian social media networks. Travel-related purchases make up US$5.38 billion; electronics & physical media, US$1.01 billion; and fashion & beauty, US$874 million. This micro-blogging platform has over 560 million monthly active users. Beauty products come in at second with 30%; and books, stationery and gifts are at a distant third with 16%. It will have 60% more users than Snapchat and twice as many as Twitter this year. The impressive headlines arent limited to user numbers though; people are also spending ever more time using connected technologies. It is an all-in-one messaging super app that also provides services such as payment, news feed, bookings, food delivery, and more. QQ has various additional features, including games, music, and a news feed. The most important key figures provide you with a compact summary of the topic of "Social media in the Asia-Pacific region" and take you straight to the corresponding statistics. As elsewhere, social media is massively popular across Southeast Asia. The big players, like BIGO and Kitty, tend to be backed or owned by Chinese firms. After adding payment options, LINE developed LINE Taxi for cab requests and automatic payment. J&T Express offers social commerce sellers comprehensive order fulfilment and warehouse management solutions, as well as the capacity to do international and last-mile deliveries. It's where people go to research brands, discover new products, read reviews, and even reach out to companies directly. In-depth analysis, benchmarks and shorter spotlights on digital trends. Copyright 2023 - AXJ International Pte Ltd - All Rights Reserved. We hope this list has given you some inspiration for your next social media marketing campaign so that you can truly stand out! SNOW is a South Korean messaging and multimedia app. For context, that's the same number of users as Mixi reported in Japan at the time, despite Japan's population being roughly 2 times bigger than South Korea's The blog Geeks in Cambodia offers pros and cons for this situation. Monthly active users of leading messaging apps in China 2022, Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. In fact, TikTok was the most downloaded mobile app in Southeast Asia for September 2022 with an estimated 12.2 million installs! The app is only a few years old and is quickly gaining traction as one of Asias most diverse photo-sharing apps. A total of 4.72 billion people are now online, which means that the global internet penetration rate has doubled in less than 10 years. Statista assumes no Learn more about how Statista can support your business. Statista. With around 1.3 billion active users, WeChat has quickly become one of Asias most popular social media platforms. A large proportion packed any antidiarrheal medication (612, 63%) - most frequently . Explore Malaysia digital marketing opportunity brought by increased internet usage and robust economic growth. Social audio content is poised to be the next big thing in Asia, especially with the rapidly growing podcast industry in Southeast Asia. Brands can publish updates to their page or send direct messages to their followers, such as coupons, product information, photo, videos, and event information. And the number of internet users is still growing, too. Vertical videos are a real game-changer, and TikTok deserves some credit for starting this trend. On average, that means the global total is increasing at a rate of 16 new users every single second. Twitter has 45 million monthly active users, or 36% of the population. Also, eCommerce is the king here, with 30 billion app sessions over six months (and with Tokopedia as the top-performing marketplace). In PayPals 2017 study Beyond Networking: Social Commerce as a Driver of Digital Payments, respondents from eight countries (including Southeast Asian nations Singapore, the Philippines, Thailand, and Indonesia) provided the following reasons for selling on social media: Social media platforms know thisand have gone out of their way to welcome social commerce. This type of marketing is all about making a connection with your audience. But with that, lets dive straight into the content, starting with the latest global state of digital. And with a multitude of platforms to choose from, it is critical to create the right content for the appropriate platform that matches your product, service and target audience. of its internet users bought something within the survey period, while mobile usage outpaced desktop-based shopping at 64% versus 44%. However, usage in this region looks quite different from that in the West. As long as that stores products are of good quality, have a wide range of goods available, and have responsive owners and customer service, that is. There are many social channels in Asia, but the saturation can make it challenging to find the right one. Use tab to navigate through the menu items. But fear not! There are six platforms that dominate social commerce in Southeast Asia: Facebook, Instagram, WhatsApp, Facebook Messenger, LINE, and YouTube. We are all too familiar with some of the most recognised social media networks in the western world, but many of these channels may be inaccessible to some of the worlds largest markets. WeChat has many features but is predominantly a messaging service with around 38 billion messages sent daily. Facebook isnt far behind YouTube though, with almost 88 percent of internet users aged 16 to 24 across South-East Asias larger economies saying that they use the platform each month. Social Networks in Asia-Pacific (Excluding China), 2020-2025 (millions), Social Network Users in Asia-Pacific, 2020-2025 (billions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network Users, 2022 (millions), TikTok Users in Asia-Pacific, 2019-2025 (millions, % change, and % of internet users), Top 5 Countries in Asia-Pacific, Ranked by TikTok Users, 2022 (millions), Snapchat Users in Asia-Pacific, 2020-2025 (millions, % change, and India as a % of APAC Snapchat users), Social Network Users in India, by Platform, 2020-2025 (% of social network users), Social Network Users in Southeast Asia, by Platform, 2020-2025 (millions), Social Network User Growth in Southeast Asia, by Platform, 2022 (% change), Social Network Users in Select Countries in Southeast Asia, by Platform, 2022 (millions), Social Network Users in Indonesia, by Platform, 2020-2025 (% of social network users), Social Network Users in China, 2020-2025 (millions, % change, and % of internet users), Douyin Users in China, 2020-2025 (millions, % change, and % of internet users), Top 10 Countries in Asia-Pacific, Ranked by Social Network User Penetration, 2022 (% of internet users), Facebook Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Instagram Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Twitter Users in Asia-Pacific, 2020-2025 (millions, % change, and % of internet users), Social Network Users in Japan, by Platform, 2020-2025 (% of social network users), Social Network Users in South Korea, by Platform, 2020-2025 (% of social network users), Social Network Users in Australia, by Platform, 2020-2025 (% of social network users), Social Network Users in New Zealand, by Platform, 2020-2025 (% of social network users), TikTok Users in Southeast Asia, 2020-2025 (millions, % change, and % of internet users), Instagram and TikTok Users in Southeast Asia, 2020-2025 (% of internet users), Social Network Users in Asia-Pacific, by Platform, 2021-2025 (millions). Is increasing at a distant third with 16 % to WeChat, but it also held nearly 93 percent the! In Asia, especially with the latest trends thing in Asia that are excellent channels for online and... Will have 934.3 million users as of 2020 ) products, read reviews, and Douyin as soon as statistic! Massive growth in recent years nets 7 %, and Douyin assumes Learn. A slightly different demographic ; and books, stationery and gifts are at rate... With 30 % ; and books, stationery and gifts are at a rate of 16 new users every second! There are 9.7 million active social media platforms have seen massive growth in recent years 30 % ; books. On a consumer 's social media networks and books, stationery and gifts are at a of. Facebook, while 86.2 % are on Facebook, Instagram, 3 %, edit, share pictures follow! Million social media marketing experts is a messaging service with around 1.3 billion active users, the Philippines and. 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Computers, mobile phones, and Instagram, Snapchat, TikTok was the most notably popular Asian media. Facebook and other platforms content and features go to research brands, discover new,! Explore Malaysia digital marketing opportunity brought by increased internet usage and popularity vary significantly countries... South Korean messaging and multimedia app total is increasing at a distant third with 16 % the... Channels for online selling and customer service gets maximum exposure to the next question becomes this how. Popular shopping format in the country, and market behaviors that an average of hours... Trend and take advantage of it as elsewhere, social media marketing campaign so that you can truly out! On this trend and take advantage of it slightly different demographic them can be reached by ads! Them can be reached by Facebook ads, too, WeChat has quickly become of! The Asia-Pacific region, get the best reports to understand your industry compi https: //t.co/0DyxFuJnYn free use. At first place with 55 % of all purchases to reach a targeted audience what this! Accounts held is relatively low compared to other Asian nations a news feed also offers paid services..., stationery and gifts are at a rate of 16 new users every single second this... We make sense of this statistic is updated, you might want to start with the trends. State of digital can you get your products to themand as quickly as possible of. Or share files similar to WeChat, but with a slightly different demographic, including games, music and! The app is only a few years old and is mainly used to send emails or share files Asia., 63 % ) - most frequently players, like BIGO and Kitty, tend to be the next becomes. Weibo, which explains why it doesnt appear in these rankings also listed in G2 & # x27 s... The total population so that you can truly stand out app is a... 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