Expedia, Airbnb, Amazon most mobile ready brands in APAC
Expedia, Airbnb and Amazon took the top three spots for the most mobile ready brands in the global study MDEX released by IPG Mediabrands’ Ansible.
The global study, which spanned across four global regions and 15 major markets, was originally launched at Mobile World Congress in February 2017. At the time, over 2,000 brands were surveyed across Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, United States, United Kingdom and Uruguay.
The other brands in the top 10 ranking were Microsoft, Adidas, Agoda, Lazada, Google, Singapore Airlines and Twitter.
The updated global report, focusing on the Asia-Pacific region, shares the same construct and framework, with an additional seven key and emerging markets included. In May 2017, field studies began solely across the Asia-Pacific region, with 1,350 total brands surveyed across 12 markets including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand.
“The MDEX contains ground-breaking insights, and has redefined how global brand marketers leverage their mobile capabilities. Focusing on the emerging APAC region is a key part of the study’s evolution, and we’re excited to continue helping our clients navigate, and excel, in the mobile space,” said Travis Johnson, Global CEO, Ansible.
“Our partnership with Ansible, and the resulting MDEX report, has become a key transformation driver for brands in the mobile space. The study has continued to evolve, and I am excited to see how the MDEX continues facilitate growth opportunities for brands around the world,” said Jake Gammon Head of Omnibus, YouGov, which partnered with Ansible on the study.
The study’s evolution coincides with recent forecasting and trends around consumer behavior. In March 2017, MAGNA Intelligence, in partnership with UM China, released the China Report. The report found that mobile phones are the access point for 93 per cent of internet users in China. This compares to 65 per cent accessing via desktop and 39 per cent via notebooks. Moreover, with 710 million internet users in China, the report found that 70 per cent of them surf the web on a mobile device.
In addition, the rise of mobile has directly corresponded with internet penetration, as the majority of new internet users in China are mobile-first, and in some cases, mobile-only. On a global scale, nearly half of total digital advertising revenues are spent on mobile advertising, a figure that will increase to nearly 75 per cent of total digital advertising spend by 2021. These figures equate to over one-third of total advertising campaign budgets spent on mobile devices by 2021, up from today’s sub-20 per cent figure.
“The MDEX has already achieved incredible momentum due to its first-in-class research and insights. Now, with a focus on the APAC region, we’re certain that the MDEX will only strengthen our innovation and product services in the mobile space on behalf of clients,” said Leigh Terry, CEO, IPG Mediabrands APAC.
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