Mobile Advertising in China, Hong Kong, Taiwan and Japan

Marketing is a different animal in Asia, and you cannot assume the trend you see in US is also the norm in Asia. Mobile web and Mobile commerce have been widely adopted in Asian market a long before they became popular in US. According to the Taiwan mobile advertising market report published by Vpon Japan, there are some unique differences among Asian markets, too. Here are some of the data from China, Hong Kong, Taiwan, and Japan.

Mobile devices are very popular in Asia, but each market seems to have different preferences in screen size. This graph shows that Phablet is very popular in Hong Kong, and Tablet is popular in Taiwan.

Next graph shows the market share of iOS vs Android.

iOS is more popular in Japan than other 3 markets. The market share in China, Hong Kong, and Taiwan are very similar.

Each market also has different preferences with the mobile advertising models.

Ad network has majority of market share in Taiwan and Japan. DSP is more popular in Taiwan than other markets. The market share of individual app takes up 75% of Hong Kong mobile advertising market, and 45% of mobile advertising market share in China.

This graph shows that the banner ad is the main stream advertising type for mobile in all 4 markets. All types of advertising are used in Taiwan, but the mobile ads in China are pretty much limited to banner ads.

These data may seem simple, but it helps you to determine the best way to target the mobile users in these markets.

(Data source: 2014 Taiwan Mobile Advertising Market Report, Vpon Japan)

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Motoko Hunt

President, Search Marketing Consultant at AJPR

Since Motoko established AJPR in 1998, she has been providing the online marketing services targeting Japan and Asia to companies from around the world, helping them to enter Asian market using the Internet. Her search marketing consulting services with her extensive knowledge of Asia and Japanese market have been highly valued and made big impact on some of the world’s popular multi-national brands’ search marketing campaigns. A number of her articles have been published on industry websites and printed media, and she is a frequent speaker at search marketing conferences globally, and gives seminars and trainings about search marketing targeting Japan and Asia, In-house SEO, and Enterprise SEO. She has been serving as a chairman of SEMPO APAC Committee. She also served as a member of the SEMPO Board of Directors during 2010-2012.

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