Market sizing and addressable markets (Asia)
The interesting thing with some of the Asia countries is the difference between the overall population and the internet penetration rate. This is best demonstrated with India. Shown right is the population of five to nine year olds in Asia.
India has 63.6m boys and 57.9m girls. Mind you, China doesn’t do too badly either with 44.1m and 38.5m boys and girls respectively. Japan is in third place with European type levels of population.
However, once the internet penetration rates are applied to these numbers quite a different picture emerges, as shown in the graph below left.
The addressable market in India falls dramatically (but is still sizable) to 4.5m boys and 4.1m girls. So a question – where’s the virtual worlds targeting these guys? We’re only aware of a very small number of worlds in development covering this country/region.
The largest addressable market in this territory is China, unsurprisingly, with almost 10m boys and 9m girls. Japan holds its own with a combined market of almost 4.5m, followed by South Korea and then Australia.
Moving onto the 10 to 14 year olds, the graph right shows the internet penetration addressable marketplace. China has almost 11.5m boys in this age segment and just over 10m girls whilst India scores over 4m for both sexes.
Looking at the smaller groups, although Singapore for example only has sub 100k markets for 10 to 14 year olds, the propensity and ability to become paying users of virtual worlds shouldn’t be overlooked.
Last up, the 15 to 19 year olds. This is shown in the large graph below.
Here’s the headline numbers:
Boys aged 5 – 9 = 18.4m compared to 8.1m in North/South America and 8.3m in Europe
Girls aged 5 -9 = 15.5m compared to 7.8m in North/South America and 8m in Europe
Boys aged 10 -14 = 20.2m compared to 8.3m in North/South America and 8.6m in Europe
Girls aged 10 – 14 = 18.1m compared to 8m in North/South America and Europe
Boys aged 15 – 19 = 21.3m compared to 9.2m in North/South America and 9.6m in Europe
Girls aged 15 – 19 = 19.5m compared to 8.7m in North/South America and 9.1m in Europe
Total boys = 60m compared to 25.6m in North/South America and 26.6m in Europe
Total girls = 54.1m compared to 24.6m in North/South America and 25.3m in Europe
Total = 114m compared to 50.3min North/South America and 51.9m in Europe