Key regions: United Kingdom, Japan, China, France, Germany
The Instant Messaging Advertising market in ASEAN is experiencing rapid growth and development due to several key factors. Customer preferences for instant messaging platforms, the increasing popularity of mobile devices, and the rise of social media are all contributing to the expansion of this market.
Customer preferences: Customers in ASEAN countries are increasingly using instant messaging platforms as their primary means of communication. These platforms offer convenience, speed, and a wide range of features that make them attractive to users. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through these channels. Additionally, customers in ASEAN countries are becoming more receptive to advertising on instant messaging platforms, as long as the ads are relevant, personalized, and non-intrusive.
Trends in the market: One major trend in the Instant Messaging Advertising market in ASEAN is the increasing use of chatbots. Chatbots are automated programs that can interact with users in a conversational manner. They can be used to provide customer support, answer queries, and even deliver targeted advertisements. Chatbots are particularly popular in ASEAN countries due to the high level of mobile phone penetration and the preference for instant messaging platforms. Another trend in the market is the integration of social media features into instant messaging platforms. Many instant messaging apps now allow users to share photos, videos, and status updates, similar to popular social media platforms. This integration has created new opportunities for advertisers to reach a wider audience and engage with users in a more interactive way.
Local special circumstances: ASEAN countries have unique cultural and linguistic characteristics that need to be considered when advertising on instant messaging platforms. Advertisers must tailor their messages to the specific preferences and tastes of each country. For example, in some countries, humor and creativity may be more effective in capturing the attention of users, while in others, a more formal and informative approach may be preferred.
Underlying macroeconomic factors: The rapid growth of the Instant Messaging Advertising market in ASEAN is also driven by underlying macroeconomic factors. The region has experienced strong economic growth in recent years, leading to an increase in disposable income and consumer spending. This has created a larger market for advertisers to target and has resulted in increased competition among brands to capture the attention of consumers. Furthermore, the high level of mobile phone penetration in ASEAN countries has created a fertile ground for the development of the Instant Messaging Advertising market. With more people accessing the internet and using instant messaging platforms on their mobile devices, advertisers have a larger audience to reach and engage with. In conclusion, the Instant Messaging Advertising market in ASEAN is experiencing significant growth and development due to customer preferences for instant messaging platforms, the integration of social media features, and the rise of chatbots. Advertisers must consider local special circumstances and tailor their messages to each country's cultural and linguistic characteristics. The underlying macroeconomic factors, such as strong economic growth and high mobile phone penetration, are also driving the expansion of this market.
Data coverage:
The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.Modeling approach:
Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.
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