Digital Usage in Southeast Asia: Internet and Mobile Device Trends for Six Key Markets - eMarketer
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Digital Usage in Southeast Asia: Internet and Mobile Device Trends for Six Key Markets

eMarketer Report

By: eMarketer

Published: March 07, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

This report provides an overview of key digital usage trends in six markets in Southeast Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

  • Only 36.5% of the population in Indonesia will be internet users in 2016, the second-lowest level among the countries in Asia-Pacific tracked by eMarketer. Nevertheless, internet user penetration in that country is growing rapidly.
  • Internet use still falls short of a majority in Malaysia. eMarketer estimates the country will be home to 15.2 million internet users in 2016, representing 49.2% of the total population.
  • 2016 will be the first year in which a majority of the Philippines’ population are internet users. The number of internet users will climb another 10.1% in 2016.
  • Singapore will have 4.4 million internet users in 2016, representing 76% of the overall population. Internet penetration is projected to edge even higher over the next few years.
  • Far less than half of Thailand’s 68 million residents will be internet users in 2016. While the country’s internet penetration will grow over the next few years, eMarketer predicts it will remain below 50% through 2019.
  • 2016 will be the first year more than half of Vietnam’s residents access the internet at least once per month.

"Internet penetration rates in six key markets in Southeast Asia will range from just under 40% in Indonesia to more than 75% in Singapore in 2016, eMarketer predicts. But those rankings reverse when looked at by numbers of users, thanks to the respective population sizes involved."

Table of Contents

Indonesia

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Malaysia

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Philippines

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Singapore

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Thailand

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Vietnam

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84 charts are included in the full report:

Digital Usage in Southeast Asia: Internet and Mobile Device Trends for Six Key Markets

Internet Users and Penetration in Select Countries in Southeast Asia, 2014-2019 (millions and % of population)

Indonesia

Internet Users and Penetration in Indonesia, 2013-2019 (millions, % of population and % change)

Demographic Profile of Internet Users in Jakarta, June 2015 (% of respondents in each group)

Demographic Profile of Internet Users in Indonesia, Feb 2015 (% of total)

Mobile Users and Device Usage

Mobile Phone* and Smartphone** Users in Indonesia, 2014-2019

Devices Used to Access the Internet Among Internet Users in Indonesia, Feb 2015 (% of respondents)

Average Number of Mobile Connections per Internet User in Select Countries in Asia-Pacific, June 2015

Android vs. iOS Share of Smartphones/Tablets in Use in Asia-Pacific, by Country, H1 2015 (% of total)

Mobile Phone Shipment Share in Indonesia, by Brand, Q2 & Q3 2015 (% of total)

Digital Activities: Social Networking and Ecommerce

Digital Activities Conducted by Internet Users in Indonesia, Feb 2015 (% of respondents)

Digital Shoppers* and Buyers** in Indonesia, 2014-2019

Retail Ecommerce Sales in Select Countries in Asia-Pacific and Worldwide, 2014-2018 (billions)

Retail Ecommerce Sales Growth in Select Countries in Asia-Pacific and Worldwide, 2014-2019 (% change)

Top 10 Retail Sites in Indonesia, Ranked by Unique Visitors, July 2015 (millions)

Payment Method Used by Digital Buyers in Indonesia for Their Most Recent Digital Purchase, June 2015 (% of respondents)

Malaysia

Internet Users and Penetration in Malaysia, 2014-2019 (millions, % of population and % change)

Demographic Profile of Internet Users in Malaysia, Aug 2014 (% of total)

Average Weekly Time Spent Online Among Internet Users in Malaysia, by Demographic, 2011 & 2014 (hours)

Devices Accessible to Internet Users in Asia-Pacific, by Country, March 2015 (% of respondents)

Share of Households in Malaysia with Desktop, Laptop and Tablet Access, by State, 2014 (% of total)

Mobile Phone Users

Mobile Phone* and Smartphone** Users in Malaysia, 2014-2019

Smartphone Users and Penetration in Asia-Pacific, by Country, 2014-2019 (millions and % of mobile phone users)

Smartphone Connection Penetration in Select Countries in Asia-Pacific, 2014 & 2020 (% of total mobile connections)

Demographic Profile of Smartphone Users in Malaysia, by OS, Q3 2015 (% of total)

Smartphone Market Share in Malaysia, by Brand, H1 2015 (% of total)

Demographic Profile of Mobile Internet Users in Malaysia, Q4 2015 (% of total)

Digital Activities: Social Media, Messaging and Video

Social Network Users and Penetration in Malaysia, 2014-2019

Digital Activities of Internet Users in Malaysia, Aug 2014 (% of respondents)

Facebook Users and Penetration in Malaysia, 2014-2019

Internet Users in Select Countries in Southeast Asia Who Trust Social Media Ads, March 2015 (% of respondents)

Most Trusted Marketing Formats/Types Among Internet Users in Malaysia, March 2015 (% of respondents)

Preferred Method of Communicating with Friends According to Young Adult Internet Users in Malaysia, May 2015 (% of respondents)

Share of Daily Time Spent Viewing Video Among Mobile Users* in Select Countries in Asia-Pacific, by Device/Channel, July 2015 (minutes and % of total)

Ecommerce

Expected Change in Purchasing via Select Channels/Devices Among Internet Users in Malaysia, by Age, Aug 2014 (% of respondents in each group)

Philippines

Top 25 Countries, Ranked by Internet User Growth, 2014-2019 (% change)

Internet Users and Penetration in Asia-Pacific, by Country, 2014-2019

Demographic Profile of Internet Users in Manila, June 2015 (% of respondents in each group)

Mobile Phone Use and Preferences

Mobile Phone* and Smartphone** Users in the Philippines, 2014-2019

Smartphone Shipment Share in the Philippines, by Brand, 2014 (% of total)

Demographic Profile of Smartphone Users in the Philippines, by OS, Q3 2015 (% of total)

Digital Activities: Social Media and Ecommerce

Social Network Users and Penetration in Select Countries in Southeast Asia, 2014-2019 (millions and % of internet users)

Top 5 Social Networks/Messaging Apps for Sharing Content Among Internet Users in Asia-Pacific, by Country, March 2015 (% of respondents)

Digital Buyer Penetration in Select Countries in Asia-Pacific, Q4 2014 (% of population)

Digital Banking User Penetration in Asia-Pacific, by Country, 2014 (% of internet users)

Singapore

Internet Users and Penetration in Singapore, 2014-2019 (millions, % of population and % change)

Mobile Device Usage

Smartphone Users and Penetration in Asia-Pacific, by Country, 2014-2019 (millions and % of mobile phone users)

Device Ownership Among Internet Users in Singapore, April 2015 (% of respondents)

Demographic Profile of Smartphone Users in Singapore, by OS, Q3 2015 (% of total)

Digital Behavior

Social Network Users and Penetration in Singapore, 2014-2019

Leading Payment Methods Used for Digital Purchases by Digital Buyers in Select Countries in Southeast Asia, June 2015 (% of respondents)

Frequency with Which Digital Buyers Ages 15-35 in Singapore Browse vs. Purchase Products/Services Digitally, June 2015 (% of respondents)

Digital Buyers in Select Countries in Asia-Pacific Who Make Digital Purchases Domestically vs. Cross-Border, Oct 2015 (% of respondents)

Thailand

Internet Users and Penetration in Thailand, 2014-2019 (millions, % of population and % change)

Internet Users in Thailand, 2003-2015 (millions)

Average Weekly Time Spent Online Among Internet Users in Thailand, by Demographic, May 2015 (hours)

Devices Used to Access the Internet Among Internet Users in Thailand, 2011 & 2014 (% of respondents)

Mobile Usage

Mobile Phone* and Smartphone** Users in Thailand, 2014-2019

Usage and Awareness of Select Smartphone Brands Among Smartphone Users in Thailand, Oct 2015 (% of respondents)

Number of Smartphones Owned by Internet Users in Thailand, by Age, Oct 2015 (% of respondents)

Digital Activities: Entertainment and Social Media

Digital Activities of Internet Users in Thailand, March 2015 (% of respondents)

Social Network Users and Penetration in Thailand, 2014-2019

Facebook Users and Penetration in Thailand, 2014-2019

Digital Activities Conducted via Smartphone/Tablet According to Smartphone/Tablet Internet Users in Thailand, by Demographic, May 2015 (% of respondents in each group)

Online Activities Conducted via Desktop/Laptop According to Desktop/Laptop Internet Users in Thailand, by Demographic, May 2015 (% of respondents in each group)

Social Networks Used by Internet Users in Thailand, by Demographic, May 2015 (% of respondents in each group)

Digital Buyer Penetration in Select Countries in Asia-Pacific, Q4 2014 (% of population)

Device Used Most Frequently to Shop Digitally Among Digital Buyers in Thailand, April 2015 (% of respondents)

Ecommerce Sites Used to Make Digital Purchases Among Digital Shoppers in Thailand, April 2015 (% of respondents)

Vietnam

Internet Users and Penetration in Vietnam, 2014-2019 (millions, % of population and % change)

Demographic Profile of Internet Users in Vietnam, March 2015 (% of respondents in each group)

Demographic Profile of Mobile Internet Users in Vietnam, Q2 2015 (% of total)

Internet Access Devices Used and Languages Spoken by Internet Users* vs. Total Consumers in Vietnam, March 2015 (% of respondents)

Mobile Usage

Mobile Phone* and Smartphone** Users in Vietnam, 2014-2019

Mobile Connections in Vietnam, by Access Technology, Dec 2013-Dec 2015 (millions)

Digital Activities: Social Media and Ecommerce

Facebook Users and Penetration in Vietnam, 2014-2019

Social Network Users and Penetration in Vietnam, 2014-2019

Sites/Apps Used by Consumers in Vietnam, by Age, March 2015 (% of respondents in each group)

Leading Social Media Sites/Apps Used by Social Media Users in Vietnam, by Age, Sep 2015 (% of respondents in each group)

Preferred Method of Communicating with Friends According to Young Adult Internet Users in Vietnam, May 2015 (% of respondents)

Leading Content Categories Accessed via Mobile Device by Smartphone/Tablet Users in Vietnam, Oct 2015 (% of respondents)

Digital Buyer Penetration in Select Countries in Southeast Asia, June 2015 (% of internet users)

Ecommerce Site on Which Digital Buyers in Vietnam Most Frequently Make Purchases, July 2015 (% of repsondents)

Leading Product Categories Purchased* Digitally by Digital Buyers in Vietnam, by Age, July 2015 (% of respondents in each group)

Payment Methods Used for Digital Purchases Among Digital Buyers in Vietnam, April 2015 (% of respondents)