Loved Up: South East Asia’s Digital Landscape Awash With Couples

Over 49% of the region’s Internetpopulation is in a relationship

SINGAPORE,13 February 2012 - Effective Measure, the leading provider of digital media planning solutions in emerging markets, today released data reporting on the significance of the largemarket share of South East Asia’s (SEA) Internet audience who are in romantic relationships to Valentine’s Day. The data showed 49.2 percent of the overall SEA Internet audience are either married (41.4 percent) or in live-in relationships (7.7 percent) in the month of January and presented an opportunity for targeted online engagement over this celebrated season of love.

• Market Share of Couples per Country
73.1 million Internet users, attributing to 49.2 percent of the SEA online population, are either married or in a live-in relationship in the month ending January 2012. Malaysia had the greatest market share with 53.0 percent share, followed closely by Indonesia at 52.4 percent share,while Vietnam concluded at 30.7 percent share. Philippines had the lowest share of divorced or separated audience at 1.0 percent, while Thailand was largest with 4.2 percent market share.

Market Share of Couples per Country
Month Ending January 2012
Source: Effective Measure
SEA Countries Couples – Married or De Facto Single Other – Divorced or Separated
Indonesia 52.4% 45.8% 1.7%
Malaysia 53.0% 44.7% 2.2%
Philippines 39.5% 59.4% 1.0%
Thailand 50.0% 45.6% 4.2%
Vietnam 30.7% 67.4% 1.8%

With an encouraging 0.80 percent increase in unique browsers in the first week of February across SEA, advertisers and content producers looking to promote Valentine’s Day in the region may want to consider a stronger push online to optimize their campaign’s performance.
Notes
Information generated for this document is based on Effective Measure’s data on SEA’s online population in time specified. Advertisers used this targeted demographic data to increase reach and brand engagement.
The SEA countries measured included:
• Indonesia, Malaysia, Philippines, Thailand and Vietnam