Thursday, November 8, 2012

KPop Analytics - Part 3

Picture 1. SM Town World Tour III in Jakarta

After the previous two studies (part 1, part 2) about KPop, this time another study will try to take on demographic side of KPop:

"Who are the people who are interested to KPop?"

Summary
Weighted average demographic data within the 3 samples presented below showed (weight is based on estimate viewer in the the countries studied):

1. Gender
  • KPop audiences consist of more females than males


2. Age
  • KPop audiences dominated by age 18 - 24 (especially in USA and France) and age 35 - 44 (especially in Japan)

Opinion
Market is still potentially growing. In part 1 the interest over time was still had a possibility for trending up further and the study this time also delivered consistent result. As an example, in USA, audience of www.MTV.com was also dominated by age 18 - 24 (similar to audience of www.ALLKPOP.com), however the unique visitors reached 2.6 M (about 4 times more). USA is huge and up to this point, KPop gained interest especially in the area where KPop concerts were held (e.g.: SM Town concerts were held in just Los Angeles and New York). Outside Korea and Japan, KPop still has room to grow.

Methodology
Since demographic data is not (widely) available in some countries, this time analysis will focus on three countries (developed countries which were ever visited by KPop concerts):
  • Japan (to represent Asia)
  • USA (to represent North America)
  • France (to represent Europe)
Tool (and data):
Google AdPlanner (viewed on 7 November 2012)
Analysis will be done by simulating ad placement in popular $GOOG partner in the three countries mentioned above. It is assumed that the popular news or forum site could represent the actual demographic.
Note: Demographic data is not available for every country, hence only limited countries can be analyzed as well

Step 1. Determine websites that will be used to measure the audience
Website as an indicator will be chosen based on Google rank in each country's local Google site (Source) using "K Pop music" translated in popular local language as the Search term. The result is as shown below:
CountrySourceSearch TermSelected Result
Japanwww.google.co.jpケイ ポップ 音楽 www.wowkorea.jp
USAwww.google.comK Pop musicwww.allkpop.com
Francewww.google.frK Pop musiquewww.soompi.fr

Step 2. Analyze demographic data of the websites
Demographic data taken from AdPlanner is as shown below:
GenderJapanUSAFrance
Male36%42%39%
Female64%58%61%

Age (year)JapanUSAFrance
0 - 170%0%0%
18 - 247%57%70%
25 - 3416%26%18%
35 - 4432%8%8%
45 - 5423%4%4%
55 - 6417%2%0%
65 or more6%2%0%

Additional Demographic Data is as shown below:
GenderJapanUSAFrance
The Site's Unique Visitors1.3M650K90K
Internet Penetration Rate
in 2011(1)
78.7%78.2%76.8%
Country's Population(2)127,817,277311,591,91765,436,552
Estimate viewer in the country1.6M830K117K
% Population1.3%0.27%0.18%

Other Sources:
  1. Internet Users
  2. Population

Monday, November 5, 2012

KPop Analytics - Part 2

Picture 1. SM Town World Tour III in Jakarta

Study from previous post found that there was a high possibility that KPop had impact to local music industry. This time a study will try to take on the following question:

"What possibly drove or driven by the growth of KPop popularity?"

Summary
In summary, KPop popularity is driven by:
  • Korean artists
    Some notable artists were:
    • Girls' Generation members: Seohyun (in Japan), Yoona (in Singapore), Jessica (Indonesia), Sooyoung (France)
    • Supernova (Japan)
    • 2PM (Indonesia)
    • Onew (France)
  • File/Media sharing services
    Some notable services were:
    • Dropbox and Soundcloud / youfeedme (various countries)
  • Social Networking services
    Some notable services were:
    • Gumtree (Singapore)
    • Airg (Philippines)
KPop popularity drove popularity of:
  • Other Korean artists
    Such as Supernova (Japan) and 2ne1 (Indonesia)
  • File/Media sharing services
    Such as Dropbox (globally) and $shared / 4shared (Indonesia)
  • Transport Information (Singapore and USA)
  • Korean-style products
    Such as blazer (Indonesia), samsung mobile phones and winged eyeliner (USA)
  • Payment solutions
    Such as OCBC Velocity (Singapore)
Opinion
All the factors studied actually played both roles, however each of them was subjectively categorized into lagging (drove) or keeping up (driven by) factors based on its tendency against K Pop interest trend in the area.
Factors that drive popularity of KPop are certainly the product itself: KPop songs and Hallyu Stars who delivered the songs. Role to spread the news and the songs were done by social networking and file/media sharing services.
Factors that were driven by KPop, beside its less popular songs and artists, are the file/media sharing services that act as the bridge to spread the songs around the globe. People/fans who followed the artists will relatively care about their personality (including fashion style and stuff used) and have willingness to see them in person. This may the reason of trending Korean-style products, transport information, and in the end payment solution to cover all of the expenses.

Methodology
Analysis will be based on search term which has similar trending interest pattern with K Pop (excluding search which include term K Pop). Higher correlation (r) terms is more favorable.
Previous post discovered top countries where interest about KPop emerged. One common thing that the countries had was that KPop concert was held in those countries. One of the notable concert was "SM Town Concert". Hence, this time two other countries which had experienced the concert will be added to the analysis: USA and France (China is excluded since Google/the tool used is not the main search engine in the area).
Selected search terms will be allocated subjectively into 3 categories: Keeping Up Terms, Lagging Terms, and Either. Keeping Up Terms are terms which are ahead of K Pop trends (keeping up), while Lagging Terms are terms which are behind K Pop trends (lagging). Either are terms which sometimes kept up, but in some other times those lagged as well.
Tool (and data provider): Google Correlate viewed on 4-5 October 2012.

Below are some findings in each region (selected terms only)
1. Japan (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
ソヒョン
(seohyun)
r=0.9515
ヤフー 路線
(yahoo route)
r=0.9519
超新星 ブログ
(supernova blog)
r=0.9461
soundcloud
r=0.9457
ドロップ ボックス
(drop box)
r=0.9457


ガーミン コネクト
(garmin connect)
r=0.9457


2. Singapore (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
yoona
r=0.9245
gothere.sg
r=0.9348
android phone
r=0.9174

bus timing
r=0.9275
shuttle bus
r=0.9225
gumtree
r=0.9210

ocbc velocity
r=0.9186


3. Malaysia (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither

soundcloud
r=0.9510
blackshot
r=0.9679


dropbox
r=0.9547


samsung galaxy
r=0.9484

4. Indonesia (correlate with term: Lagu Korea)
Keeping Up TermsLagging TermsEither
band korea
(korean band) 
r=0.9541
boy band korea
(korean boy band) 
r=0.9472
$shared 
r=0.9371
rambut korea
(korean hair)
r=0.9349
girls generation
r=0.9452
snsd
r=0.9269
 jessica snsd
r=0.9259
2ne1
r=0.9309
2 ne 1
r=0.9239

2pm
r=0.9250
blazer korea
(korean blazer)
r=9234


5. Philippines (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
airg
r=0.9459
soundcloud
r=0.9510


6. USA (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
www.dropbox.com
r=0.9603
winged eyeliner
r=0.9587
samsung galaxy phones
r=0.9512
download soundcloud
r=0.9522

pace bus tracker
r=0.9512

7. France (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
onew 
r=0.8984


feed me
r=0.8994
girl generation
r=0.8792

dropbox
r=0.8701
dropbox
r=0.8689
sooyoung
r=0.8698


Friday, November 2, 2012

KPop Analytics - Part 1

Picture 1. SM Town World Tour III in Jakarta

Korean Wave is the general term used to address growing popularity of Korean culture (mostly is about KPop) outside Korea (South Korea). A study was conducted to answer a simple question:

"Does Korean Wave have impact to the popularity of local music?"

Summary
In general, Korean Wave in the form of K Pop has impact to the popularity of local music. This is supported by the facts that:
  • There was search query of K Pop is increasing while it is decreasing for local songs.
  • It was started even before 2004 in Japan, but started to show growth on 2011.
  • Growing interest dominated particularly by South East Asia region.
  • Other than in Japan, K Pop hasn't surpassed the popularity of local music.
Opinion
Decreasing interest over local music is possibly an early indicator of dropping market share of local music and increasing market share of imported music (especially from Korea, India, and USA). KPop shows growing interest in countries, especially where KPop concerts were ever be held. A lot of Korean artists are regularly active in Japan, hence it's common to see high interest growth in Japan.

Methodology
Measurement was conducted through web-based approach using Google Trends (including the data)
Step 1. Analyzing popular search location for the following term: K Pop
Study found that Korea, Japan, Malaysia, Singapore, Indonesia, and Philippines came in the top 6.
Note: Since Korean Wave doesn't happen in its own country, so Korea was taken out from analysis.

Step 2. Analyzing search trends (limited by region) between K Pop (blue) and Local music (red) by comparing trend of interest of term "K Pop" (blue) and local music (red).

Japan Malaysia Singapore
N/A

Indonesia Philippines

Sunday, October 21, 2012

KPop in Indonesia

Picture 1. SM Town World Tour III in Jakarta

Korean wave hit Indonesia even harder this year. The Koreans seemed to aware of large fans-base in Indonesia and then more KPop artists visited Indonesia.

Ticket distribution which was previously dominated by direct ticket sales by the event organizer (or promotor). The event organizer would rent a space in a shopping mall or hotel to conduct a one day ticket sales. Currently multiple channels have been used to distribute tickets, as an example:
  • SM Town World Tour III: Pre sale ticket was done through multiple local fansites, then the tickets were redeemed during the one day ticket sale. Afterwards, the remaining tickets were sold through a web-based ticketing (MyTicket.co.id)
  • Wonder Girls Wonder World: Beside tiket sales through the one-day-ticket-sale, ticket was also distributed through a web-based ticketing (RajaKarcis.com) and a local mini-mart chain (Indomaret)
Other facts about KPop in Indonesia:

A. EVENTS
List of Korean-related event in Indonesia in 2012 (5,6):

DateArtistEventOrganizer
17MAR12B2STBeast Beautiful ShowMarygops Studios
28-29APR12Super JuniorSuper Show 4ShowMaxx Entertainment
16JUN12Junsu (JYJ)Xia Junsu 1st Asia TurJSK Enterprise
30JUN12MBLAQThe Blaq% TourDynamo Buzz, Gamma Live
22SEP12VASM Town World Tour IIIW Production
12-13OCT12Big BangBig Bang Alive TourBig Daddy Entertainment
31OCT124MinuteVolume Up PartyYS Media Entertainment
03NOV12Wonder GirlsWonder Girls Wonder World TourMarygops Studios
03NOV12Kim Jae Joong (JYJ)1st Fan MeetingSH Entertainment
04NOV12Lee Seung GiTonight with Lee Seung GiMunial Sport Group
24NOV122NE1New Evolution Global TourBig Daddy Entertainment
08DEC122PMWhat Time Is ItMarygops Studios

B. POOLING RESULTS
1. Most Popular KPop Girlband (4).
Data was retrieved from a pooling conducted on March 2010 in the most active forum in Indonesia. Voter is limited to members of the forum.

Girl Group Name
# Voter
Girls' Generation / SNSD
3
f(x)
1
KARA
3
Sistar
2
T-ara
1
Secret
1
2NE1
2
4Minute
-
Miss A
1
After School
2
Wonder Girls
-
TOTAL
16

In 2010, Girls' Generation and KARA seems popular among Indonesians. However, the sample size is considered to be too small to make a conclusion.

2. Most Popular Girls' Generation / SNSD Members
Data was retrieved from a pooling conducted from time to time in the most active forum in Indonesia. Voter is limited to members of the forum.

Name
November 2010 (1)
January 2011 (2)
June 2011 (3)
Taeyeon
1
11
186
Jessica
1
2
106
Sunny
-
4
89
Tiffany
1
8
171
Hyoyeon
-
-
53
Yuri
3
2
115
Sooyoung
2
2
115
Yoona
3
10
282
Seohyun
1
4
131
TOTAL
12
43
1248

Hence, from time to time, it's consistent that Yoona is the most popular one followed by Taeyeon and Tiffany.

Sources:
  1. Kaskus - [Vote] Member So Nyuh Shi Dae Favorit agan
  2. Kaskus - Vote snsd
  3. Kaskus - SNSD / Girls' Generation VOTE !!!
  4. Kaskus - most favorite kpop girls group
  5. RajaKarcis.com
  6. MyTicket.co.id

Sunday, October 14, 2012

CSR Activities in Indonesia

Picture 1. Walk for Sight 2012

Investment grade awarded to Indonesia gives impact to the nation. Companies from other countries are willing to keep their presence or investing in Indonesia. The investments come with the companies' culture carried from its originating country, including the culture to give back to local community which    is commonly referred to CSR (Corporate Social Responsibility). Now local companies also actively conduct CSR programs.

CASE STUDY 1: Cataract Surgery
Standard Chartered Bank launched "Seeing is Believing" (1), a global CSR program to help people with eye problems since 2003. The program was introduced in Indonesia as well. Activities held were:
  • free cataract surgery (in cooperation with Perdami, a local ophthalmologist association, and Hellen Keller International)
  • training for blind people and fund rising (in cooperation with PERTUNI, a local blind association)
  • others (like giveaway free glasses)
Since 2011 Sido Muncul, a local pharmaceutical company, funded free cataract surgery (in cooperation with Perdami as well). Another local pharmaceutical company, Soho (3), did the similar CSR program starting this year (2012).

CASE STUDY 2: Hand Wash

Unilever sponsored World Handwashing Day 2012 in public elementary school 003 - 005, Jakarta this October (6). The event was a joint collaboration with Bank Tabungan Pembangunan Nasional (BTPN), a local bank. This event promoted a habit to wash hands with soap to the students which was align with market proposition of Lifebuoy soap. Lifebouy was consistently advertised as a soap that  cleaned and killed germs. This event strengthened value proposition and brand image of the product to customers. It was also covered by local newspaper like Bisnis.com.

BACKGROUND
In 2007, Indonesian government introduced law number 40 on limited liability companies. Chapter V of Article 74 of the law regulates social and environmental responsibility, where companies which perform its business activities in sectors of and/or related to natural resources are required to undertake social and environmental responsibilities (4). This enforce companies to develop and execute CSR strategies.

A study was conducted by Universitas Negeri Semarang to analyze the correlation between CSR disclosure and share price movement in BEI (Indonesia Stock Exchange) (5).

Picture 2. Impact of CSR to Share Price

From 4 different types of CSR, two of them (community and environment) were proven to give positive correlation with share price increase.

OPINION
Indonesian consumers and shareholders have been more aware with social issues as
  • Number of companies initiated CSR activities is increasing
  • Local icons expressed their concern about social issues through social media
  • Companies actively published their CSR activities
Hence, to cope with the local competitors, CSR is important. Rather than viewed CSR activities as additional operational activities which required to be included in budget, CSR activities should be included in the DNA of the company.

Market drives the market price of company's share price. Hence, value of the company will be determined by demand from shareholders and potential shareholders (including consumers). The Hand Wash case above is one example of CSR activities implemented to the DNA of the company - integrated to marketing campaigns. The new formula of corporate value is:

wealth produced + value returned to the community

Hence, alignment between corporate strategy, image, and CSR activities is important. Furthermore, if the company is viewed to be more valuable as more value returned, not only to customers, but also to community and environment, its market value may be more resistant to drop because of external factors.

Sources:
  1. Seeing is Believing
  2. PT. SIDOMUNCUL ADAKAN BAKTI SOSIAL DI TOMPASO BARU MINAHASA SELATAN
  3. Soho Group Pharma Gelar Bakti Sosial Untuk Penderita Katarak
  4. Corporate Social Responsibility by Limited Liability Companies - Indonesia
  5. Pengaruh Indeks Pengungkapan Corporate Social Responsibility (CSR) Terhadap Harga Saham Pada Perusahaan Perbankan yang Terdaftar di Bursa Efek Indonesia Tahun 2006-2008
  6. Murid SD gelar peringatan CUCI TANGAN sedunia