HONG KONG, CHINA - Asia's leading big data ad tech company, Vpon Big Data Group releases the '2017 H1 APAC Mobile Advertising Statistics and Trends Report' shedding the lights on the mobile behavior of tourists from Greater China traveling in Thailand. Additionally, the report reveals the latest trend of mobile ad market across Asia Pacific.
Contributing 20.6% of GDP in 2016, tourism is no doubt one of the key pillars of Thailand economy, while tourists from Greater China with high spending power are regarded as a goldmine of the industry in recent years. Nearly one-third of international visitors in Thailand came from Mainland China, Hong Kong, and Taiwan in last year. Based on the heat maps of tourists' digital footprints in the report, tourists from Greater China tend to cluster in some famous touristic cities, such as Bangkok, Phuket, and Chiang Mai in a descending order by popularity. Mainland Chinese tourists are the biggest contributor to Thailand tourism, and among all the cities in China, Shanghai and Guangzhou send the most tourists to Thailand. Those tourists spent an average of 5 days in Thailand, with logging onto apps (besides social media and messaging apps) up to 10 times a day. Hence, during the short period of trip, mobile becomes an instant channel to search for travel information and, on the other hand, an efficient channel for brands to reach potential customers.
Hong Kong people love to travel. The Census and Statistics Department and the Hong Kong 2016 Travel Show statistics show that the number of outbound travelers are as high as 12 times of the total population, of which the number of people traveling to Thailand and South Korea are on the rise. According to the report, Hong Kong tourists prefer to choose different cities such as Busan and Jeju in South Korea and Chiang Mai and Samui in Thailand, as opposed to the Taiwan tourists' choice of the capital as the main tourist destination. Compared with the Hong Kong tourists, Greater China tourists' footprints spread to more local cities, such as Krabi, Thailand. Hong Kong travelers still use mobile phones frequently while traveling. The average number of using mobile apps (excluding social media and instant messaging) is more than 12 times a day, slightly higher than that of Greater China tourists.
Revealing the Tracks of Domestic Tourist Behaviors in Japan
Japan's tourism industry is booming. Although Greater China tourists contribute a big growth momentum, the Japanese domestic tourists are still the mainstay to support the industry. According to the statistics of the Japan Tourism Agency, the domestic tourism expenditure accounts for 80% of the total, and still rising. In view of this, the report provides an in-depth analysis of the mobile behavior of domestic tourists in Japan on the behavior pattern on planning their trips.
The aircraft is one of the major modes of transport in Japan, with Tokyo being the center of Japan's traffic to a number of cities. The domestic routes cover about 40 cities, with an average of 250 flights per day. The report also explores the behavior of Japanese tourists using mobile phones to plan trips to domestic destinations. Domestic visitors travel to metropolitan cities such as Tokyo and Osaka, or famous tourist cities such as Sapporo and Okinawa. In addition, with Tokyo as the center, Japan's domestic travel to the metropolitan cities is shorter, an average of 2.9 days and only about a month to prepare for the journey. On the contrary, Japan's domestic travel to the tourist cities is about 3.5 days, spending nearly two months to prepare. Furthermore, most tourists tend to use mobile phones to search and plan their itineraries on Tuesday, Wednesday, and Thursday afternoon.
Victor Wu, CEO at Vpon Big Data Group, said, 'data drives transactions so that big data is the weapon to enhance competitiveness for all industries. With that being said, big data allows brands to gain a comprehensive understanding on customer behavior through mobile and to predict the trend. To gain such customer insights into tourists from Greater China and APAC, Vpon has long strived to build the biggest Asian tourist's mobile behavior database in the market through the continuous accumulation, consolidation, and data analysis over the years. Moreover, given the fact that the nature of data is interconnected, Vpon helps brands intersect and analyze the tourists' data through multiple dimensions in order to discover the underlying information and mobile behavior on a deeper level.'
He further explained that with the tourist database in hand, Vpon's Cross-border Marketing solutions can greatly enhance the precision of audience targeting on tourists. More importantly, by intersecting the mobile behavior data from tourists' 3-stage journey (before-, during-, after-trip), the advertisers could gain actionable insights to their marketing strategy.
The '2017 H1 APAC Mobile Advertising Statistics and Trends Report' also covers the observations on Japan domestic tourism and the mobile behavior analysis of domestic Japanese tourists, as well as the latest mobile ad market trends across APAC. Mobile advertising inventory has been dominated by two countries -- India and China and yet the biddable inventory from Southeast Asia countries, such as Vietnam and Thailand, surges significantly. Due to the abundant inventory, the effective cost per mille (eCPM) in India and China are relatively low compared with other countries in APAC.