Black Friday and Cyber Monday online conversations beats out Singles' Day in Southeast Asia

Meltwater has released its findings which tracked online reactions in Southeast Asia.

Eight in 10 conversations (82.92%) online were focused on Black Friday and Cyber Monday in Southeast Asia in the lead-up to and during Singles’ Day, Black Friday and Cyber Monday, according to newly-released findings by Meltwater.

The media intelligence company tracked online perceptions across Facebook, Twitter, Instagram, YouTube, blogs, forums, message boards and review sites from 28 October to 28 November 2017 and found that Indonesia led the way driving the highest volume of online chatter with 88.6% of conversations centered around Black Friday and Cyber Monday.

Meanwhile, Singapore generated the most social media buzz for Singles’ Day, accounting for 22.14% of the conversations, followed closely by Malaysia at 21.97%.

The findings noted that conversations across all countries revolved around finding good deals and offers from specific retailers, with Alibaba and Lazada together drawing the most amount online chatter thanks to its record breaking sales figures and Singles’ Day push.

“The rise of Singles’ Day in recent years has been astronomical, breaking records every year and drawing interest from around the globe. While it’s clear that Chinese consumers are spending and talking about Singles’ Day, this massive spend and conversation in China seems to have translated poorly to other markets in Southeast Asia,” said Neil Brennan, area director for Meltwater Japan and SEA.

“Black Friday and Cyber Monday still prevail, highlighting the fact that these markets have yet to be fully penetrated by the Chinese phenomenon.”

In terms of sales figures, retailers in the United States brought in a record $7.9bn in online sales on Black Friday and Thanksgiving, while Alibaba took in $17.8bn in sales on Singles' Day.

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Shawn Lim

Shawn Lim is a reporter at The Drum, covering industry news around the Asia Pacific region with a focus on Singapore and Southeast Asia. Based in Singapore, he has worked across photography, video and online, covering a range of subjects including current affairs and sports.

Before Game of Thrones, he was a huge Breaking Bad fan. He does CrossFit and yoga to stay healthy.

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