Check-in Service Usage in Singapore

Check-ins @ Starbucks Singapore

We started an experiment this March to monitor the check-ins at eleven Starbucks stores in Orchard area. Today, I’m happy to share some findings:

  • There are in total 2,910 check-ins in 75 days since March 23
  • On average total 37 check-ins at 11 stores daily
  • Daily 3-4 check-ins on average per store
  • 95.5% (2,780) check-ins are from Foursquare
  • The Cathay Starbucks store received most check-ins (1,040, 35.74%)
  • More check-ins on weekends, the highest number of check-ins observed on Saturdays
  • The peak period for check-ins is between 4pm to 9pm
  • 17% are returning users

It’s not a scientific study but more an exploration to see the adoption of check-in services in Singapore. As seen from this study, check-in usage is low in Singapore and there is so far few campaign utilizing check-in services in Singapore. But, if the profile of targeted customers fits into active check-in service users, this also presents an opportunity for brands who’d like to be perceived as a bold and creative brand.

You can subscribe to our white paper here and you will receive more information via email.

46% Singapore Online Consumers Own A Smartphone

Smartphone Purchase Intent chart

Almost half of online consumers in Southeast Asian countries without owning a smartphone have the intent to buy a smartphone in 2011 according to an online survey from The Nielsen Company.

About a quarter (24%) of survey respondents said they already own a smartphone, up from 21% at the start of 2010.

Singapore led the region, with 46% of those surveyed saying they owned a smartphone, while Thailand and Malaysia posted the most aggressive growth in the sector, 47% and 35%, respectively.

Indonesian netizens, who don’t own a smartphone, appear to be the most likely to buy a smartphone, with 51% indicating that they “definitely/probably will purchase” the device in the next 12 months. In Singapore, where the penetration of smartphones is highest amongst netizens in the region, the number is about 38%.

Male netizens across the region are more likely to buy a smartphone, with 50% indicating an intention of buying, compared to 41% of female netizens. On the same count, half of online consumers aged 25-34 planned on buying the device.

You can find out more stats about Singapore here.

Does online advertising really drive offline sales?

Summit Racing Equipment Retail Store

Image via Wikipedia

You probably know the answer is yes and “online to store” experiments help uncover the effect online advertising has on offline sales.

In these controlled studies, Google partners with clients and vendors to test in-store sales lift, return on ad spend and other ad metrics.

This video below highlights a sample of findings that prove in-store sales for promoted products and categories and the halo effect this can have on general in-store sales.

The experiments were conducted by saturating test markets with online advertising for particular products. They then compared in-store sales with these products to in-store sales in control markets to determine whether online ads lifted in-store sales. The results show positive in-store sales lift and return on ad spend up to 15 times!

Groupon and its Competitors in Singapore

Groupon logoIf you are in Singapore, it’s hard to ignore Groupon’s online advertisement; it’s everywhere. Online display, search engines and social networks. Are there any dangerous competitors in Singapore?

We picked three Groupon clones in Singapore market and share some insights here.

Online Traffic

In terms of online traffic, there is no one close to Groupon. According to Google Trends, Deal.com.sg receives the second highest online traffic in daily deal category. Alexa’s data conform to the finding:

Daily Reach of Singapore Daily Deal Websites

Social Media

Social Media - Singapore Daily Deal Sites

At the time of writing this post, Deal.com.sg has significant number of Facebook Fans, outnumbered the second and third ones combined (Groupon.sg and BigDeal.sg). However on Twitter, BigDeal.sg looks like the most active one with over 3,500 followers.

Which one is the best?

In terms of total monthly revenue, Groupon is no doubt the winner. But, from the branding perspective, no one seems to stand out.

There is a lack of innovation in online daily deal sites in Singapore. LivingSocial, Groupon’s strong competitor in U.S., introduced Family Edition deals, focusing on family-friendly activities such as visits to zoos, aquariums, and art classes. Another start-up in the states LevelUp, which launched in early March, offers a sequence of increasingly better offers from the same merchant to repeat customers.

If you look at Singapore’s Groupon-like websites, you can hardly see much innovation yet. The progress of competition is so far a result of fierce online advertising and push promotions.

Should your business work with Groupon-like websites?

Daily deal websites with hundreds of thousands of subscribers will definitely boost your brand awareness. And, there is no cost if there is no results (sales). It’s a good way to promote new business and new products.

But companies need to keep in mind that, price promotions, more often than not, simply attract deal seekers or encourage consumers to stockpile items that are on sale.

Online Travel & Low-cost Airlines in APAC

According to comScore recently released travel report on Asia Pacific region, Internet users in Apac region represented 41% of the total global Internet population in Feb 2011, but only represented 26% of visitors to online Travel destinations. Still a lot of room for growth in Apac.

More than half of Internet users in Singapore visited a travel website during the month of February, the highest rate of visitation in Apac (and the tenth highest worldwide).

Travel site visitors in Asia Pacific are much younger than European and North American counterparts; more than half are under the age of 34.

Low-cost Airlines Website Traffic in APAC

In the Asia Pacific region, low-cost airlines have generated significant audience growth over the past year as attractive offers and promotions have prompted more consumers – and especially younger travelers – to consider these airlines.

Low-cost Airnline Site Traffic in Apac
Click here for a larger version.

Malaysian discount airline Air Asia grew its audience by an impressive 1.2 million visitors in the past year to help maintain its lead as the top-visited low-cost airline site in the Asia Pacific region.

Demographics of APAC Low-cost Airline Visitors

composition-of-visitors-to-low-cost-airlines-in-Apac

The comScore report also found that most of Asia Pacific’s low-cost airlines have online audiences that skew substantially younger than the regional averages.