Hong Kong – Restaurants continue to recognise the critical role of food delivery platforms, with 93% acknowledging them as equally or increasingly essential to their business in the near future, according to a survey conducted by Deliveroo.

Deliveroo’s survey data highlights how food delivery services complement traditional dining during the festive season while also reflecting restaurants’ confidence in the market’s future outlook.

The survey revealed that the Restaurant Confidence Index rose from 5.1 in Q3 2024 to 6 in Q4 2024, reflecting growing optimism among restaurants heading into 2025. This positive outlook is largely driven by expectations of growth in both dine-in and takeaway business during the festive season.

During the Christmas and New Year period, the survey showed that 61% of restaurants reported stable or increased revenue from dine-in services, while 59% saw similar growth in takeaway. Compared to the previous quarter, around 60% of restaurants experienced stable or rising revenue in Q4 2024, with 65% for dine-in and 57% for takeaway.

Looking ahead to the mega events in Hong Kong during Q1 2025, 63% of restaurants expect Lunar New Year and Valentine’s Day to have a neutral or positive impact on their business, leading them to plan promotions and special offerings. Additionally, 28% of restaurants are preparing festival-specific menus, while 20% are organising special promotions or events.

Additionally, both locals and tourists are expected to immerse themselves in the upcoming mega events across Hong Kong, including the Hong Kong Sevens, major concerts, and cultural events. In fact, 83% of restaurants anticipate these events will have a neutral or positive impact on their business in the first quarter of 2025.

Nick Price, general manager of Deliveroo Hong Kong, said, “We are delighted to see our restaurant partners continue to view Deliveroo as an important partner of their business. Deliveroo has long been a support to restaurants to help generate additional revenue via online delivery in support of their traditional dine-in business. We are proud to provide such opportunities to this vital sector.” 

Singapore –  Only 10% of businesses in India, Singapore, ANZ, and North America have achieved the most advanced stage of becoming experience-orchestrated (X-O) enterprises, according to an IDC InfoBrief commissioned by Affinidi.

The report reveals that 58% of surveyed businesses aim to stand out by prioritising hyper-personalised products and services, surpassing traditional personalisation to meet real-time customer needs and enhance proactive experiences.

IDC predicts that Asian companies will prioritise personalisation to address rising competition, with 30% undergoing structural and technological changes by 2027 to focus on value outcomes and drive loyalty.

However, despite growing emphasis on leveraging customer data to enhance experiences, the report showed that only 33% of businesses can anticipate customer needs and deliver value-driven personalisation.

The gap stems largely from data collection challenges, cited by 56% of businesses amid rising cyberattacks and breaches. Customers, increasingly cautious, share data only with companies that have earned their trust.

Despite data protection regulations like GDPR in Europe, India’s DPDP Bill, and Singapore’s PDPA, 59% of businesses report ongoing customer security concerns during registration.

The report highlights that to stay competitive, businesses must become experience-orchestrated (X-O), leveraging data to integrate processes, applications, and channels for meaningful value exchange.

To become an X-O business, the report noted that companies must be transparent in data collection to build trust and ensure seamless data sharing through integrated systems. This transformation relies on key pillars: creating connections across systems and processes with a unified customer view; fostering an AI-driven culture focused on outcomes; interpreting data in context while maintaining trust; and actively engaging stakeholders by leveraging insights from integrated data.

The AI-driven era has heightened customer expectations, with the survey revealing that adapting to evolving demands is the biggest challenge for businesses in delivering value. To stay competitive, companies must embrace X-O practices to stay ahead.

 Recognising this, however, only 10% of businesses across India, Singapore, ANZ, and North America have reached advanced X-O maturity, hindered by fragmented customer data. A unified customer view is essential to unlock the full value of scattered data and drive meaningful engagement.

According to the report, key challenges in achieving a unified customer view include fragmented data across systems, complexities from evolving privacy laws, and scalability issues. Limited trust and real-time data gaps further hinder personalised experiences and secure data management.

To overcome these challenges and become X-O businesses, Affinidi and IDC recommend adopting holistic identity management solutions. These provide a secure, privacy-first approach to data collection and management, including identity verification, seamless onboarding, secure communication, and consent management. 

“Turning X-O will be pivotal for businesses to stay competitive in today’s digital landscape. It is no longer about just acquiring data but also knowing how best to utilise it to cater to customers’ needs and preferences. HI provides the scalability and flexibility businesses need to meet growing personalisation demands while ensuring their customers feel secure, valued, and in control of their personal information—fostering long-term customer loyalty and reducing data-related risks,” said Glenn Gore, CEO of Affinidi.

Philippines – ING Hubs Philippines has recently announced the appointment of Lana Macapagal as its new head of communications, brand and marketing communications, ushering in a fresh chapter for the organisation as it strengthens its brand presence in the Philippines. 

With over 14 years of experience in branding and marketing communications, Macapagal aims to steer the organisation’s branding and communication strategies, aligning them with global objectives while harnessing local opportunities.

In an exclusive interview with MARKETECH APAC, Macapagal discussed her new role and unveiled a strategic roadmap aimed at strengthening ING’s position as a premier global capability hub and a top of employer of choice in the Philippines.

Banking on stories to boost visibility

Before joining ING, Macapagal was the PR lead for Asia-Pacific at Rakuten Viber, where she significantly influenced the company’s public relations and communication strategies throughout the region. Over her more than five years at Rakuten Viber, Macapagal also took on business development responsibilities, forging strategic partnerships with some of the most prominent and respected companies in Asia-Pacific. Prior to her tenure in the tech industry, she launched nationwide campaigns and promotions for retail brands, which she credits with honing her marketing communication skills.

For Macapagal, effective storytelling is a powerful tool in shaping a brand’s reputation. Her goal is to craft messages that deeply resonate with audiences and stakeholders, leaving a lasting and meaningful impact. 

“By making sure our stories are authentic, compelling, and newsworthy, I aim to strengthen ING’s visibility and ensure our story reaches the right people in the most impactful way,” she expressed. 

In her new role at ING, Macapagal’s top priorities include developing a unified brand strategy, driving innovative marketing initiatives, and crafting compelling narratives to strengthen ING’s stakeholder connections.

“By thoroughly understanding our audience, crafting a clear brand message, and ensuring consistent communications across all platforms, we can build a cohesive and powerful brand identity,” she shared. 

Macapagal emphasised the importance of aligning the local brand strategy with ING’s global business strategy, ‘Growing the Difference.’ Through a deeper understanding of target audiences and a focus on consistent messaging across platforms, she aims to cultivate a cohesive and powerful brand identity.

She added, “In the past years, ING has already made the difference globally. How do we leverage this and continue grow the difference locally? This is one of the exciting challenges I am happy to take! “

Turning exits into opportunities

In 2022, ING announced its decision to exit the retail banking market in the Philippines, focusing solely on its wholesale banking business and global shared services operations in the country.

According to Macapagal, she views ING’s exit from retail banking not as a challenge but as an opportunity to re-establish the brand’s identity in the local market.

“ING Hubs Philippines started with only 27 employees in 2013 and is now at over 6,000 employees by the end of 2024. While shifting away from the very first digital retail banking in the Philippines may bring in some challenges, we’re in a strong position to succeed. Our strategic focus on shared services and wholesale banking positions us for more long-term success in the Philippines,” she stated. 

Furthermore, Macapagal sees this as an opportunity to shift public perception, positioning ING not just as a bank but as a global capability hub and a top employer in the shared services industry, highlighting its strengths and values.

“While there are many well-established players in the industry, ING Hubs Philippines is rapidly catching up. ING Hubs PH has a unique value proposition for our people that sets us apart, along with a corporate culture that differentiates us from the competition,” she explained.

The company is experiencing significant year-on-year growth, both in terms of headcount and the complexity of its services. Over the past 11 years, the company has evolved from offering a few banking services to providing over 280 diverse services, ranging from wholesale banking to tech engineering, data analytics, regulatory services, and more.

“As a shared services organisation, ING Hubs Philippines is a valuable partner in enabling ING Bank’s strategy to grow the difference for customers worldwide. We want to do more business, with more customers, in more ways, with customer value and sustainability at the centre,” she said. 

“Whether it’s developing an app to be used by customers worldwide or running operations on the foreign exchange markets, our work is transforming banking as we know it, touching the lives of millions and contributing to a safer financial system and society at large. It’s a great story to tell, and I am honoured and humbled to be part of shaping how we share it with the world,” Macapagal added. 

She shared that they are now rolling out a comprehensive campaign that highlights ING’s competencies, people, culture, and value proposition for Filipino talent. Macapagal proudly shares that apart from the remarkable growth of ING Hubs PH, the company has the best work culture and people offer.

Banking on change to power the future

Macapagal believes the financial services landscape in the Philippines is rapidly evolving, driven by digital transformation. Key advancements include fintech, mobile banking, online payments, cloud computing, and data analytics, alongside the rise of virtual and hybrid work environments, all of which are reshaping how financial services are delivered.

She highlighted that these advancements present key opportunities for ING. Their strength in wholesale banking allows them to support large-scale businesses with tailored, tech-driven solutions. Additionally, as a global shared services hub in the Philippines, ING is also expanding its digital capabilities to create efficient processes, innovative services, and impactful work that contributes sustainably to society.

“By staying at the forefront of these industry shifts, ING can continue to build on its legacy and drive growth in this dynamic market,” Macapagal stated. “Trends are fleeting, and public attention will always shift to the newer, brighter, and shinier things that are fun for several minutes, until the next thing comes along. Few things are everlasting: purpose and intentions.”

Looking ahead, Macapagal shared that ING’s growth ambitions over the next three to five years are not only to be a top employer of choice but also to become a world-class talent magnet. To achieve this, ING plans to attract diverse talent from all career stages and backgrounds through a deliberate, international strategy.

She emphasised that ING will always prioritise purpose-driven branding that reflects their Orange Culture values and behaviours, ensuring it remains authentic, responsible, and honest.

“We want to attract people who feel connected to our brand and our culture and can contribute meaningfully to our purpose. Empowering people to stay a step ahead in life and in business is the brand purpose and will always be our guiding principle in everything that we do,” Macapagal concluded. 

Indonesia – More than half of Indonesians (52%) identify as need-based shoppers, with brand-loyal consumers (38%), price-sensitive shoppers (34%), and quality-focused buyers (30%) following in distant second, third, and fourth places, according to YouGov.

YouGov categorised consumers into distinct personalities: minimalist, need-based, environmentally conscious, socially conscious, quality-focused, brand loyal, trend-driven, price-sensitive, convenience-driven, impulse buyer, early adopter, and experiential consumer—each reflecting unique behaviours and motivations.

YouGov’s data shows that Indonesian women surpass men in need-based consumption, with 54% of women identifying as necessity-driven compared to 49% of men. Women also lead in brand loyalty (40% vs. 37%), price sensitivity (39% vs. 29%), and quality focus (31% vs. 28%).

Indonesian men, on the other hand, are slightly more inclined towards minimalism, with 25% identifying as minimalist consumers compared to 23% of women. They also exhibit more impulsive buying behaviour, with 13% of men identifying as impulse buyers versus 10% of women. Additionally, men are more likely to consider themselves socially conscious consumers (15% vs. 11%).

Interestingly, YouGov’s data also highlights a segment of consumers striving for more mindful consumption, a group that may be driving the trend of underconsumption.

A quarter of respondents (25%) reported owning fewer possessions in the past 12 months and adopting mindful consumption, identifying as minimalist consumers according to the survey.

The survey also provided insights into overconsumption among Indonesian consumers, revealing that fewer Indonesians make purchase decisions driven by trends, impulse buying, or the desire to be the first to try new products.

According to the survey, only one in ten Indonesians (12%) consider themselves impulse buyers, with even fewer identifying as early adopters (7%) or being driven by trends (7%).

Meanwhile, pulse chasers (trend-driven shoppers, impulse buyers, and early adopters) are often scrutinised in discussions about overconsumption. However, they play a crucial role as brand advocates, driving positive word-of-mouth. YouGov’s data suggests that post-purchase regret and a more thoughtful approach to consumption may shape their shopper personality.

Half of pulse chasers (51%) report frequently regretting impulse-driven, trend-fueled purchases over the past year. More men (17%) than women (11%) experienced this regret very often. Among those without regrets, men lead women (10% vs. 7%).

Additionally, 37%  of pulse chasers report regretting their purchases somewhat often, while an equal 37% regret them not very often. However, women (43%) are more likely than men (32%) to feel regret somewhat often.

YouGov also explored the financial impact of these purchases on consumers. The survey revealed that over a quarter (27%) of respondents spent between Rp 200,001 and Rp 400,000 on impulse-driven, trendy purchases over the last year. More than two in ten (23%) spent under Rp 200,000, while 31% spent over Rp 600,000.

Nearly four in ten (39%) have reduced their spending and purchased fewer items in the last 12 months, while 38% report no change. About a quarter (23%) have increased their spending.

The data also revealed that pulse chasers who reduced their spending cited becoming more mindful of their purchases as a key reason.

Among pulse chasers who reduced their spending in the last 12 months, 44% cite being more thoughtful about their purchases and focusing on necessity. For 21%, budget-consciousness and deal-hunting were key factors, while 19% opted for buying fewer items in favor of higher quality.

Meanwhile, a smaller proportion (15%) are motivated by the desire to reduce the environmental impact of their purchases.

“Brands must recognise that even some of their most enthusiastic, vocal customers are evolving to be more discerning. As consumers sharpen their focus on the environmental impact of their purchases, product quality, and budget mindfulness, brands must adapt to these shifting expectations to remain relevant and trusted,” YouGov wrote. 

India – Only 18% of organisations in India are fully prepared to deploy and leverage AI-powered technologies, marking a decline from 26% a year ago, a report from Cisco revealed. 

The report found that all companies in India have increased urgency to deploy AI, driven mainly by CEOs and leadership teams. Additionally, 57% of companies are allocating 10% to 30% of their IT budgets to AI deployments.

Despite significant AI investments in areas like cybersecurity, IT infrastructure, and data analytics, many companies report that the returns are falling short of expectations.

According to the findings of the report, there is a decline in AI readiness across all pillars, with infrastructure identified as a key pain point, particularly in compute, data centre performance, and cybersecurity.

Only 21% of organisations have the necessary GPUs to meet current and future AI demands, while 36% have the capabilities to secure data in AI models with end-to-end encryption, security audits, continuous monitoring, and real-time threat response.

Despite prioritising AI investments, companies in India are also reporting underwhelming results. AI spending over the past year focused on cybersecurity (47% at advanced deployment), data analysis (44%), and data management (42%). However, half of respondents reported either no gains or returns falling short of expectations in enhancing, automating, or optimising operations.

With time pressing, Indian businesses are ramping up efforts and investments to embrace AI transformation. According to the report, 39% plan to allocate over 40% of their IT budgets to AI in the next 4–5 years, up from just 7% today.

Companies further recognise the need to strengthen AI readiness, with 55% in India prioritising scalability, flexibility, and manageability in IT infrastructure—highlighting key gaps that must be addressed for effective AI adoption.

“As companies accelerate their AI journeys, it’s critical they adopt a comprehensive approach to implementation and connect the dots to link AI ambition with readiness,” said Dave West, president for APJC at Cisco. 

“This year’s AI Readiness Index reveals that to fully leverage the potential of AI, companies need a modern digital infrastructure capable of meeting evolving power needs and network latency requirements from growing AI workloads. This must be supported with the right visibility to achieve their business objectives,” West added. 

Despite challenges unique to each pillar, the report highlights a common issue: a shortage of skilled talent. Companies identified this as the top challenge across infrastructure, data, and governance, underscoring the vital need for professionals to lead AI initiatives.

Anupam Trehan, VP of people and communities APJC at Cisco, said, “As the race to adopt AI picks up pace, talent will be a key differentiator for companies. There is already a shortage of skilled talent across various aspects of AI. This means companies will need to invest in their existing talent pool to meet the growing demand. At the same time, it is crucial that all stakeholders—the private and public sectors, educational institutions, and governments—work together to develop local talent so that the entire ecosystem can benefit from the immense potential that AI offers.”

Australia – Ad spending is set to pivot away from major platforms like Google and Meta in 2025 as more brands turn to owned media networks, according to a new report from Sonder.

The new report highlights a broad recognition of owned media as a powerful, untapped asset capable of generating profitable new revenue streams and creating expanded opportunities for partners and customers.

Key findings from the report reveal that over two-thirds of companies plan to increase their use of owned media in the next 12 months. Additionally, more than a third (36%) of companies are currently offering owned media value to partners at no cost or are not leveraging it at all.

The report further revealed that over half of respondents (60%) lack an owned media rate card.

Meanwhile, fewer than a third of respondents utilise audience targeting, ad-serving, campaign optimisation, and monetisation software platforms. In contrast, over half leverage their first-party data for customer targeting in collaboration with partner brands.

Sonder’s report further highlights that retail media continues to dominate, with global media spend expected to surpass US$150b by the end of 2024, outpacing the growth of most traditional advertising channels.

The United States remains the market leader, while Europe experiences rapid expansion and the Asia-Pacific region enters the early stages of growth, with several high-profile brands beginning to tap into the potential of media networks.

The report predicts that sectors such as finance, travel, telco, and convenience will emerge as key players in the market in 2025.

Interestingly, the report also notes that as owned media networks continue to proliferate, pressure will mount on major digital media companies like Google, Meta, and Amazon as brands increasingly seek cost-effective alternatives for their marketing budgets.

Jonathan Hopkins, founding partner of Sonder, said, “Owned media has long been overlooked in favour of traditional paid advertising channels. In the past few years, that has fundamentally changed as we enter a new era where any type of business can leverage their owned media networks both strategically and commercially.”

“Retail has embraced the commercial potential of the opportunity, and now other sectors are catching on. We expect to see more and more organisations launch owned media networks in 2025,” Hopkins added. 

Singapore – Southeast Asian countries lead globally in Chinese app install share, with Indonesia (22%), the Philippines (21%), Malaysia and Thailand (both 19%), and Vietnam and Singapore (both 18%) ranking among the top markets, according to a study by Adjust and Sensor Tower.

The study revealed that SEA countries lead in most verticals for Chinese app installs, particularly in the utility category, with Vietnam (36%), Cambodia (33%), and Indonesia (30%) showing the highest shares.

For entertainment apps, Singapore leads globally in installs, holding a 49% share, followed by Pakistan at 36%. In gaming apps, the Philippines and Indonesia each hold a 19% install share, with Singapore close behind at 17%, all just trailing South Korea’s 21% lead. 

Meanwhile, Malaysia dominates social app installs at 80%, followed by Indonesia (65%), Vietnam (64%), and the Philippines (54%).

Across the APAC region, India and South Korea rank among the top 10 countries for Chinese app installs, each holding an 18% share.

According to the report, the top downloaded Chinese apps in SEA are TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility), leading in popularity. For utility apps, Google One dominates revenue not only in Vietnam, Indonesia, and the Philippines but also in the US, UK, France, Germany, and Ireland.

Chinese shopping and finance apps continue to drive growth across Southeast Asia. The report shows that finance app installs in the region rose by 88% year-over-year (YoY) in Q3 2024, with sessions up 70% YoY. Shopping app installs saw a remarkable 184% YoY increase in Q3, despite an 18% decline in sessions. Social app installs grew by 27% YoY, alongside a 19% rise in sessions.

Furthermore, app-tracking transparency (ATT) opt-in rates are steadily rising across Southeast Asia, with overall rates increasing from 45% to 49%. Finance apps reached 53%, games 51%, and shopping apps rose notably from 33% to 44%, while social apps held steady at 44% and utility apps grew from 27% to 40%.

April Tayson, regional vice president for INSEAU at Adjust, said, “The rapid rise of Chinese apps worldwide underscores their influence in reshaping digital user experiences through gamification, artificial intelligence, and personalisation. Looking at how these apps have deeply integrated into our daily lives, Chinese apps’ momentum shows no signs of slowing down.”

The study shows strong adoption and engagement with finance and social apps across SEA, North America, and EMEA, highlighting growth opportunities for Chinese developers. Mobile-first platforms and rising smartphone use are driving this trend in SEA.

“These insights and data from our study will not only optimise marketers’ current strategies but also arm them with learnings from the success of Chinese apps in SEA to drive growth within their own digital offerings. The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits,” Tayson added. 

Hong Kong – With their frequent use of digital devices, more than half of Gen Z (51%) say they are the primary targets of fraud schemes, while Millennials report being the most frequently victimised, according to a new report by TransUnion.

The report indicates that 39% of adult respondents in Hong Kong reported being targeted by fraud attempts via online, email, phone, and text messaging over the past three months, with 5% stating they fell victim.

Across generations, Gen Z and Millennials reported the highest targeting rates. In particular, 51% of Gen Z respondents said they were targeted in the past three months—a six-point increase from TransUnion’s Q3 2023 study. 

The report suggests that Gen Z’s frequent use of digital devices, which heightens their susceptibility to fraud schemes, could be the reason for this elevated targeting rate compared to other generations.

Meanwhile, 41% of Millennials reported being targeted by fraud attempts, with 7%—the highest rate among generations—indicating they had fallen victim.

Additionally, among all generations who reported being targeted, vishing—fraudulent phone calls intended to extract personal information—was the most common scheme at 36%, followed closely by phishing (fraudulent emails, websites, social posts, QR codes, etc., aimed at data theft) at 33%.

TransUnion’s report also revealed that 5.7% of all attempted digital transactions involving consumers in Hong Kong were flagged as suspected digital fraud in the first half of 2024—10% higher than the global average of 5.2%.

In the first half of 2024, the community sector—encompassing online forums and dating sites—recorded the highest suspected digital fraud rate globally, with Hong Kong at an elevated rate of 15% compared to the global average of 11.5%. TransUnion noted that profile misrepresentation was the most common type of digital fraud encountered in this sector across its global customer base.

Furthermore, the report found that account creation was the highest fraud risk in Hong Kong’s digital communities sector, with 29% of attempted account creations flagged as suspected fraud in H1 2024—a 126% rise from H1 2023. This surge, likely driven by synthetic or stolen identities, aligns with recent Hong Kong police reports of over 500 fraudulent cases in fake compensated dating scams, totalling HK$243 million in losses.

In H1 2024, the retail sector in Hong Kong reported the second-highest suspected digital fraud rate at 9.5%, followed by financial services at 5.5%. Financial services experienced the largest year-over-year increase in suspected fraud at 29%. 

These initiatives are crucial in light of the significant year-over-year increase in financial losses during the first half of the year, as TransUnion reports a 78% surge in suspected digital fraud attempts in Hong Kong’s financial services from H1 2023 to H1 2024.

Jerry Ying, chief product officer at TransUnion Asia Pacific, said, “While digital fraud may fluctuate, the prevailing trends in data breaches and scams have an unmistakable impact on consumers. Despite Gen Z and Millennials being particularly vulnerable demographics in the digital era, all consumers rely heavily on businesses to ensure that they enjoy a secure digital experience.”

“It is therefore imperative for businesses across industries to employ a strategy of continuous innovation and friction-right fraud prevention through technologies such as identity verification, IP intelligence, device reputation, and synthetic identity detection that will all be conducive to enhancing consumer trust and delivering better business results,” Ying added. 

Singapore –Social media users make up 64.3% of Southeast Asia’s population, surpassing the global average of 63.8%, according to a report by We Are Social and Meltwater. 

According to the report, global social media users have reached 5.22 billion, accounting for 63.8% of the world’s population, with a growth rate of 256 million in the past year, marking a 5% annual increase. In Southeast Asia, usage is slightly higher at 64.3%, with Singapore ranking fourth globally, where 88.8% of the population is active on social media.

The report shows that globally, people spend an average of 2 hours and 19 minutes on social media daily, using 6.8 platforms each month. In Southeast Asia, users are more active than the global average, with Filipinos spending 3 hours and 33 minutes per day on social media and using 8.2 platforms monthly.

Meanwhile, in Indonesia, social media accounts for nearly half (44.3%) of internet users’ online time. The country also leads globally in brand discovery via social media, with 63.9% of users seeking out brands compared to 49.3% worldwide. Additionally, 65.2% of Indonesians use social media to research potential purchases.

The report further reveals that TikTok leads globally in average time spent per Android user, with users logging an impressive 34 hours and 15 minutes per month—over an hour daily. In Southeast Asia, usage is even higher, with Vietnamese users spending nearly 10 hours more than the global average each month on the platform.

After TikTok, YouTube ranks second globally, with the average user spending 29 hours and 21 minutes per month on its Android app. Thailand emerges as one of YouTube’s most active markets, where users log an impressive 46 hours and 25 minutes monthly. Malaysia, Singapore, Vietnam, and Indonesia also exceed the global average in time spent on the platform.

Interestingly, despite Instagram’s popularity in other regions, countries like Vietnam and the Philippines fall significantly below the global average for monthly app sessions per user. In Vietnam, the average is only 83.7 sessions, while the Philippines sees 135.8 sessions, compared to a global average of 351.1.

However, it is also worth noting that both Vietnam and the Philippines rank among Facebook’s most active markets. Users in Vietnam spend an average of 24 hours and 11 minutes per month on the Facebook Android app, while Filipinos spend 23 hours and 26 minutes—well above the global average of 18 hours and 44 minutes.

The report also highlighted how the region remains a hotspot for active messaging app users. In the Philippines, users are among the most engaged on Messenger, spending an average of 15 hours and 31 minutes per month with approximately 768.9 sessions. 

Indonesians follow closely as the second-highest users of WhatsApp, averaging just over 26 hours monthly with about 1,374.3 sessions. Additionally, Singapore boasts some of the most active Telegram users globally, accessing the app an average of 258.6 times compared to the global average of 186.6 sessions.

Australia – Australian marketers recognise the value of brand in marketing but are increasingly focused on performance marketing and sales promotions, especially in tough economic times, according to new Kantar research.

The report found that the shift toward performance marketing is driven by marketers’ ease in communicating returns (47%), its ability to deliver short-term gains over brand marketing (42%), pressure from the C-Suite to meet targets (38%), and its perceived cost-effectiveness (31%).

Kantar’s report highlights key traits distinguishing leading Australian organisations from their lagging counterparts. While 75% of high-performing businesses view marketing as a strategic partner in driving growth, only 48% of lagging companies share this perspective. However, the report also reveals that marketing effectiveness is often poorly defined and measured, with Australia lagging behind the global average of 84% for leaders.

According to Kantar, leading Australian businesses prioritise consumer centricity across all functions, maintain clarity in their positioning and portfolio, and effectively defend their differentiation and relevance. They implement robust measurement systems that provide evidence to build trust with senior leadership and crucially include brand metrics to reflect the full impact of marketing on sales. Furthermore, these organisations focus on optimising execution rather than merely testing strategies.

“But the biggest difference is that they prioritise marketing in any economic environment as an investment, not a cost. This prompts the need for marketing functions to ensure that they are speaking the same language as their financial decision-makers. Marketing needs more credibility to be seen as a growth engine. This requires honest conversations about what is and isn’t working (tactics, measurement) and transparency to allow other departments (finance) to verify effectiveness,” says Mark Kennedy, managing partner for consulting at Kantar in Australia.

“There is indisputable evidence that unbalanced brands struggle in the long term. Global Kantar studies show that if brands consistently favour performance marketing, baseline sales will erode, and this is leading to a decline in brand equity in Australia. Kantar BrandZ global data shows that brands grow by being ‘Meaningfully Different’ to more people with strong brand equity driving four times more value share, yet the number of Australian brands considered to be highly ‘Meaningfully Different’ has dropped 51 percent in the last decade.”

“Marketing is at an inflection point in an era of unprecedented change and must evolve to meet the needs of today and tomorrow by reframing its critical role in an organisation,” Kennedy further explained. 

He added, “Marketing must become much more deliberate about its commercial value and how this is interlinked and communicated throughout the business. Marketing must have proper conversations with the CFO, and to do this, the language of marketing needs to change. Reframing its commercial focus will go a long way to ensure that marketing can reclaim its rightful place at the board table and partner with the C-Suite to drive overall performance—in both the short- and long-term.”

The report also reveals that organisations with high levels of trust in marketing tend to perform better. However, a significant capability gap in measuring and demonstrating effectiveness is undermining confidence in the marketing function, particularly as economic pressures persist.

Jonathan Sinton, chief commercial officer for Kantar in Australia, explained, “While some marketing effectiveness opportunities are enduring, such as establishing the commercial credibility of marketing within an organisation, others are newly emerging, such as the impact of artificial intelligence on content creation, media buying, and measurement. All of this combines into a paradox where there is a heightened focus on effectiveness, alongside diminishing confidence in how to achieve it.”

Notably, only one-third of Australian organisations have cut marketing budgets, even though 57% report being affected by current economic conditions. Ultimately, the focus on capability rather than budget cuts is impacting resource allocation and effectiveness measurement.

“Times remain tough—from cash flow to confidence—and what hasn’t subsided since the start of the pandemic is the economic conditions in which we continue to operate. Some of the key challenges that continue to impact marketers are the need for instant results resulting in a continual move to short-termism, tightening marketing budgets that mean being brave and experimental is becoming riskier, and a subsequent lack of investment in brand building resulting in a sea of sameness. We may be at significant crossroads, but the opportunity is ripe to build a strong foundation—key to both short- and long-term sustainable growth,” he continued. 

“Overall, leading Australian organisations are less impacted by the economy and are seeing marketing budgets increase despite resourcing being compromised. They are also more holistic in their approach, and the C-Suite does see marketing as a strategic business partner. Overwhelmingly, they are in it for the long term. There is a lot to learn from those who have their marketing effectiveness roadmap aligned with their entire organisation—those with a holistic focus on organisational performance are set up for success,” Sinton concluded.