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.”