Black Friday, Cyber Monday dominates online conversations

KUALA LUMPUR: Global media intelligence company, Meltwater, found that over eight in ten or 82.92 per cent online conversations were focused on Black Friday and Cyber Monday in reactions to and during the Singles’ Day, Black Friday and Cyber Monday sales.

Meltwater Japan and South East Asia’s area director, Neil Brennan, said while Singles’ Day hit a record US$25.3 billion in sales, it was Black Friday and Cyber Monday that dominated social media chatter in Singapore, Malaysia and Indonesia.

“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.

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

Meltwater tracked online perceptions across Facebook, Twitter, Instagram, YouTube, blogs, forums, message boards and review sites from Oct 28-Nov 28, 2017.

Regionally, Indonesia led the way in driving the highest volume of online chatter with 88.6 per cent of conversations centered around Black Friday and Cyber Monday. — Bernama