In this week’s edition of Comscore Snapshots, we look at lifestyle media in the Asia-Pacific region. Our analysis includes statistics for Australia, Hong Kong, India, Indonesia, Malaysia, Singapore, and Taiwan.
Lifestyle media spans a wide range of topics. In this blog post we include online entities that focus on aspects of life such as beauty and fashion, dating, cooking, home decoration, DIY and architecture, religion and spirituality. Examples of such sites are listed in the table below.
Table 1. Examples of ‘Lifestyle’-related domains
Country
Entity
Australia
Recipetineats.com (Food) Goodhousekeeping.com (Home economics, women's interest)
Hong Kong
Ulifestyle.com.hk (Travel, beauty) Openrice.com (Food)
India
Zomato.com (Restaurant search and discovery service) Herzindagi.com (Women’s interest)
Indonesia
Dream.co.id (Women’s interest) Popbela.com (Fashion and beauty)
Malaysia
Iluminasi.com (Societal trends & life advice) Rasa.my (Food)
Singapore
Mothership.sg (Societal trends & life advice) 8days.sg (Food, movies, music, fashion, beauty, travel)
Taiwan
Beauty 321.com (Women’s interest) Walkerland.com.tw (Food)
Source: Comscore MMX Multi-Platform, Total Audience, Feb 2021, Asia-Pacific region.
Because it touches on so many topics, the lifestyle media reaches a large proportion of the digital population. This can be seen in the table below, where in some countries the reach exceeds 90%.
Table 2. Reach of lifestyle media in selected countries in the APAC region
% reach of total digital population
90.2
90.1
43.4
50.0
77.5
82.3
94.3
Source: Comscore MMX Multi-Platform, Total Audience, Feb 2020, Asia-Pacific region. (N.B. desktop only for all markets except India, Indonesia and Malaysia which include mobile)
For consumers, lifestyle media is a great way to navigate societal trends and stay abreast of news that impact their daily lives. For advertisers, it provides a vehicle to target highly engaged and well-defined audiences. As a result, the lifestyle media landscape is fairly fragmented and competitive.
Table 3. Market competitiveness and consumer adoption of online lifestyle-related sites and apps
Number of lifestyle-related websites or mobile apps that reach more than 1% of the total digital population
46
50
17
31
39
65