Facebook Releases New Data on South East Asian Market [Report]

 As part of their regular ‘People Insights’ research pieces, Facebook has released new data on how users in South East Asia are utilizing The Social Network and the role it plays in their day-to-day lives. With market research giant TNS commissioned to conduct the analysis, the report looks at media consumption habits across the region, an area with a combined population of more than 618 million across the Philippines, Thailand, Vietnam, Singapore and Malaysia. This is a particularly important market for the company – in their latest earnings report, Facebook reported that the Asia Pacific region saw the biggest increase in Daily Active Users (DAUs) in the last quarter, as well as a significant lift in ad revenue. In the wider future for Zuckerberg and Co., expanded take-up among these users will play a significant part.

And while the insights provided in this report seem relatively light on the surface, there are a few interesting data points to glean from this info – for those marketing to this region, most obviously, but also for Facebook marketers in a more general sense.

(First and) Second Screening

While correlations between Facebook activity and TV viewing habits have been pretty well established (‘second-screening’ is a fairly common term these days) researchers found that there’s a direct relationship between the Facebook and TV usage of South East Asian viewers in prime time (between 5pm and 8pm).  
Outside of that time block, however, Facebook usage remains steady, with more audience attention than TV. In Facebook’s view, this indicates that marketers should be looking to utilize Facebook advertising to reach people throughout the day, “during times when they can’t be reached by traditional media like TV”. After prime time (8pm onwards), TV and Facebook usage aligns pretty closely, an indicator of multi-screening – data marketers can use to better target their marketing in alignment with trending TV content.

The Key Source

The most interesting element of Facebook’s South East Asia research relates to the role Facebook plays in discovery for consumers in the region. From the report:

“Facebook is where people turn to learn new information. From new brands to games, movies and breaking news, many people across the 5 Southeast Asian countries studied say Facebook is where they first discover content.”

These findings somewhat align with a recent Pew Research study of American media consumption, which found that 63% of Americans now use social media as a source of news and events outside the realm of family and friends. But the numbers here are very interesting for marketers, both from a current and trending perspective.
Based on this data, the majority of people in South East Asia are hearing about new products, brands and news from Facebook first. If there were ever any doubt as to the power of The Social Network and whether you should be using it for advertising purposes, here’s your bottom line – this is where people are, increasingly, being informed about what’s happening in their world, across almost all fronts (though the researchers do note that take up is significantly less prominent in Singapore, where only 30% of people surveyed reported using Facebook as a discovery tool).  

Communicative Behaviors

The final element of Facebook’s South East Asian market research relates to how communications behaviors are changing in the region. According to the analysis, Facebook and Messenger are often being used to replace more traditional means of communication.
Now, that seems kinda’ obvious, right? Of course, people are using phones and e-mail less because of Facebook, but those figures seem a little unqualified – sure, you’re using them less, but how much less is what's important. Researchers found that:

“61% of people surveyed across the 5 Southeast Asian countries said they would rather talk to close friends on Facebook than on the phone or through email. This sentiment is most pronounced in Thailand, where 82% of surveyed people reported emailing less, 79% said they spend less time on the phone and 91% said they send fewer texts because they communicate via Facebook and Messenger.”

That’s a more indicative trend, and particularly relevant for those looking to reach audiences in Thailand.
Overall, the data highlights some interesting trends, made more interesting by the growing relevance of this particular region to Facebook’s overall plans. As social media networks expand, global market growth will become an increasingly important element - those that can appeal to new markets, and subsequently see significant audience take-up, will best position themselves to produce improved margins and continued strength. As we’re seeing with Twitter, user growth is a crucial metric that the market looks to as an indicator of future performance – one of the best ways to fuel that growth is by appealing to new markets. Facebook is clearly doing that in South East Asia, and it’ll be interesting to see what role this region plays in the continued evolution of the Facebook brand.

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