Growth of non-voice mobile share in Asia-Pacific (APAC) digital media market

With the continued dominance of the traditional media like TV and newspaper in the APAC countries, the print media and TV commercials dominate the share of the ad spend budget. The light at the end of the tunnel is visible if advertisers tend to break free from the conventional route and add more to their digital spending. The good news is that the recent 4G migration and inclusion of live LTE networks have enlightened the digital media market. 

 4G adoption began with China, Japan, and South Korea and they were the first runners to exclusively adopt 4G with adoption rates faster than Europe and US. As the 4G revolution began, so did the rise in the use of mobile device, as per GSMA Intelligence 2016 report, APAC had 2.5 billion unique mobile subscribers with a forecasted value of 3.1 billion by 2020 and 4.5 percent CAGR for the term 2015- 2020. GSMA expects that the connections will grow to 5 billion by 2020 bringing in $471 billion revenue for the mobile operators. 

 GSMA predicts that there will be 3 billion smartphones by 2020 and 70 percent of those will have a broadband connection. As the rise in mobile device adoption continues the biggest challenge remains is to understand its use and how to monetize on the technology. Article written by Christopher Blok reports that APAC has moved away from the basic functionality of mobile use and now is more tend towards data adoption. 

 Voice vs. Media consumption

eMarketer recently came out with a report for non-voice mobile consumption in APAC region. China leads the APAC with 34.7 percent of total time spent on mobile media consumption. South Korea, Japan, and India follow China with narrow margins. When it comes to individual time spent, an adult in Japan spends on an average 6 hours 58 minutes on a major media for a day. Japan leads South Korea by 7 minutes and China by 49 minutes, India falls way behind with 3 hours and 36 minutes. Though the average time seems to be impressive when compared to other APAC and few European countries, it remains a prosaic comparison to US average of 12 hours 5 minutes. 


Cisco Mobile VNI Forecast report states that video consumption on mobile media represented 54 percent of global world data in 2015 and it will rise to 72 percent by 2020. APAC stands close to global metrics, though China seems to surpass the US by 2020. The forecasted values for 2020 APAC including China opens up a new venture for brands to invest more in digital media. With that in mind for most companies, mobile advertisements through in-app videos would become a decisive growth driver of the future.

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