DIGITAL

OUTLOOK
SRI LANKA
The Annual Market Insight Report

Thilina Kaluthotage

A Collaborative Project Between

DIGITAL
OUTLOOK
SRI LANKA
The Annual Market Insight Report

Citations:
The Asia Pacific Institute of Digital Marketing (APIDM) &
Department of Marketing Management, University of Kelaniya (2024),
Digital Outlook Sri Lanka 2024, http://apidm.asia/resources/digital-outlook-srilanka

Published by:
The Department of Marketing Management of the University of Kelaniya, Sri Lanka.
https://www.kln.ac.lk/

In collaboration with:

The Asia Pacific Institute of Digital Marketing (APIDM)

www.apidm.asia No.291/33, (3rd Floor),
[email protected] Havelock Gardens, Havelock Road,
Colombo 6, Sri Lanka
PREFACE
The digital landscape in Sri Lanka has seen significant evolution in recent years, presenting
numerous opportunities for businesses and individuals. In response to the economic
challenges, particularly post-Covid, the Sri Lankan government has prioritized expanding digital
technology access and enhancing digital literacy across sectors. This strategic focus is
expected to drive economic growth in the country.

Media consumption and internet usage have surged in Sri Lanka, with over 60% of the
population now online. This growth has encouraged increased activity on digital channels and
social media platforms, creating a wealth of opportunities for businesses nationwide.

Looking ahead to 2024, the AI revolution is prepared to reshape digital marketing in Sri Lanka
greatly. AI technologies have the potential to revolutionize how businesses utilize digital
platforms, particularly in influencing consumer decision-making processes. By connecting vast
customer data, AI algorithms can deliver personalized product recommendations, targeted
marketing messages, and tailored shopping experiences. Additionally, predictive analytics
powered by AI can anticipate consumer needs, while AI-driven chatbots offer instant support
across various channels, enhancing overall satisfaction and engagement. As AI continues to
advance, its impact on Sri Lanka's retail and e-commerce landscape is expected to be
transformative, driving innovation and shaping industry practices.

The Asia Pacific Institute of Digital Marketing (APIDM), in collaboration with the Department of
Marketing Management at the University of Kelaniya, publishes the annual Digital Outlook Sri
Lanka report. This report serves as a vital resource for marketing and business professionals,
providing the latest data and insights into the rapidly evolving digital sector.

Since its establishment in 2009, APIDM has played a pivotal role in providing digital training and
facilitating access to up-to-date research data, empowering Sri Lankan business professionals
to make informed decisions and drive innovation in the digital arena.

The Department of Marketing Management (DMM) has been an entity at the forefront of
academic innovation, demonstrating its commitment to providing cutting-edge education at
the University of Kelaniya (UoK). The department has spearheaded the introduction of the
Bachelor of Business Management in Digital Marketing in Sri Lanka, underscoring its role as a
trailblazer in shaping the future of marketing education in the country.
RESEARCH
METHODOLOGY

An empirical study was carried out as a quantitative survey, and the findings were supported by
industry and academic expertise unveiled through strategic discussions. The population for the
study was selected based on the Internet penetration and the social media penetration of Sri
Lanka. The sample was selected using the quota sampling technique. Quota sampling is a
non-probability sampling method that involves selecting a predetermined number or proportion
of units. The sample accounts for 2703, covering all the provinces in Sri Lanka, including 25
districts. The primary data collection tool was a questionnaire with scales, rankings, and
open-ended options to obtain brand-specific and industry-related insights. The study was based
on primary and secondary data, and descriptive statistical tools were used to analyse the
collected sample data. The report presents some vital strategic insights based on the findings of
the study.
ADVISORY BOARD

Prof. Ravi Dissanayake Prof. Bandara Wanninayake Amitha Amarasinghe

Department of Department of Marketing Management CEO & Co-founder
Marketing Management University of Kelaniya, Asia Pacific Institute of Digital Marketing
University of Kelaniya, Sri Lanka Sri Lanka (APIDM)

RESEARCH & EDITORIAL TEAM

Fazlan Marikkar Thilina DK Nipun Hewapathirana

Trainer & Lecturer Research Team Lead Lecturer
Asia Pacific Institute of Digital Marketing Senior Lecturer Department of Marketing Management
(APIDM) Department of Marketing Management University of Kelaniya Sri Lanka
University of Kelaniya Sri Lanka

Theja Bandara
Lecturer
Department of Marketing Management
University of Kelaniya Sri Lanka
PROJECT COORDINATION TEAM

Anupa Liyanage Abiy Lackshmana Janitha Kaushalya

Creative Designer Manager Program Development Digital Marketing Executive
Asia Pacific Institute of Digital Marketing Asia Pacific Institute of Digital Marketing Asia Pacific Institute of Digital Marketing
(APIDM) (APIDM) (APIDM)

INDUSTRY INSIGHTS PANEL

Sanjini Munaweera Dr. Dinesh Hamangoda Sujith Caldera

Regional Head South Asia General Manager – Sales CEO / Co-Founder
ADA Hemas Consumer Brands Commqube & 7 Needle Pvt Ltd

Siva Sivaharan Muhammed Gazzaly

Director - Client Leadership Head of Digital Marketing
Mindshare Dialog Axiata Group
Table of Contents
SURVEY SAMPLE 1
THE DIGITAL DEVICE OWNERSHIP IN SRI LANKA 2
MEDIA ACCESSIBILITY 4
MEDIA CONSUMPTION PATTERNS 6
TV Watch Time 7
Time Spent on Listening to The Radio 9
Mostly Used Pay TV Connection at Home 11
Key Media Sources of Receiving News Updates 12
Article:Anatomy of Video in 2024 15
SOCIAL MEDIA CONSUMPTION PATTERNS 16
Social Media Preferences 17
Sharing Updates/News 21
The Frequency of Updating Social Media Profiles 24
Tiktok Content Creators Vs. Content Watchers 27
Most Popular Video Content Platforms 30
Most preferred video content types 33
Video content watching time 36
The Preferred Times of Day for Watching Online Videos 39
The Most Popular Private Messaging Platforms 42
Article:Digital Marketing Trends for 2024 45
ONLINE PURCHASING BEHAVIOR 47
The Average Frequency of Online Purchases 48
The Most-purchased Products / Service Categories via Online Platform 52
Key Influencing Factors to Drive Online Purchase 56
The impact of social media review on online purchasing behavior 58
Applicability of checking online customer reviews before online purchasing 60
The Most Popular Online Payment Methods 63
Article:The Rise of Solopreneurship in Sri Lanka 66
Article:Small Island, Big Ambitions 67
WEB & MOBILE APP USAGE BEHAVIOR 68
App Installation Vs. Actual App Usage 69
Usage of Paid Subscription Services 71
Article:What is the most prominent digital trend you anticipate in 2024 73
Table of Contents
INTERNET USER BEHAVIOUR 75
The Current Internet Service Provider/s 76
Most Preferred Internet Service Provider . 78
Avg time spent on social media platforms 80
Article: Unveiling the Power of Data AI 81
LIVE STREAMING VIEWERS’ BEHAVIOR 82
The status of live streaming viewership 83
The Most Popular Live Streaming Video Platforms 85
The average live streaming watch time on social media 87
AI PLATFORM USAGE BEHAVIOUR 89
Mostly Used AI Platforms 90
Main Purpose of Using AI Platforms 94
Article:AI’s Rise in the Digital Marketing Arena 96
MOST VISIBLE BRANDS ONLINE 98
Fashion & Apparel 99
E- Commerce & Marketplace platforms 100
Food and Beverage 101
Electronics and Consumer Durables 102
Personal Care, Beaty & Cosmetics 103
Service Brands 104
Uncategorized 105
Article:Revolutionizing Performance Marketing 106
MOST POPULAR MOBILE APPS IN SRI LANKA 108
Most Popoular Mobile Apps In Sri Lanka-Local 109
Most Popoular Mobile Apps In Sri Lanka-Global 110
MOST POPULAR ONLINE SHOPPING SITES IN SRI LANKA 111
Most Popular Online Shopping Sites In Sri Lanka-Local 112
Most Popular Online Shopping Sites In Sri Lanka-Global 113
MOST POPULAR SRI LANKAN YOUTUBE CONTENT CREATOR 114
MOST POPULAR SRI LANKAN TIKTOK CONTENT CREATOR 116
Article:Unveiling the Dilemma 118
SURVEY SAMPLE
Monthly Active Users in Sri Lanka

2,703 Respondents GEOGRAPHICAL

COMPOSITION

4%
Gender % Northern
Province

45.9%
8%
North Central
Province

9% 4%
54.61% North Western
Province Eastern
Province
11%
Central
Province
32%
Western 8%
Province Uva
Province

Age %

13%
13-17 5.58% Southern
40.41%
Province
18-24

26.43%
10%
25-34

35-44 13.08%
Sabaragamuwa
45-54 7.76% Province
55-64 5.19%

65+ 1.54%

0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
THE DIGITAL DEVICE
OWNERSHIP IN SRI LANKA
In Sri Lanka, 93% of internet users possess smartphones, with 67% owning laptops, 20% owning desk-
top computers, 17.20% possessing smartwatches, and 14.46% owning tablets. The rising prevalence of
smartwatches indicates a notable trend in digital device ownership

Note: The data was collected through a Multiple Choice Question

Smart Phone 93.05%

Laptop 67.10%

Desktop 20.38%

Smart Watch 17.20%

Tab 14.46%

Others 3.30%
0 20 40 60 80 100
Age & Gender-Based Analysis
Tab Smart Watch Desktop

Laptop Smart Phone Others

13 18
to to
17 24
11.67% 15.05%
15% 22.68%
16.67% 28.25%
38.33% 75.88%
90% 93.61%
1.67% 4.54%

15.71% 12.91%
14.29% 12.04%
11.43% 17.29%
54.29% 75.71%
95.71% 93.65%
2.86% 1.75%
0 20 40 60 80 100 0 20 40 60 80 100

A Collaborative Project Between

THE DIGITAL DEVICE
OWNERSHIP IN SRI LANKA (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Tab Smart Watch Desktop

Laptop Smart Phone Others

25 35
to to
34 44
11.5% 15.59%
22.42% 15.05%
22.07% 24.73%
75.52% 59.68%
92.92% 91.4%
2.65% 1.61%

16.97% 15.97%
19.13% 16.81%
16.97% 16.81%
70.04% 61.34%
93.86% 94.12%
2.17% 2.52%
0 20 40 60 80 100 0 20 40 60 80 100

45 55
to to
54 64
17.53% 17.86%
13.4% 10.71%
18.56% 8.33%
57.73% 15.19%
86.6% 95.24%
5.15% 8.33%

11.9% 18.92%
14.29% 10.81%
9.52% 10.81%
44.05% 27.03%
96.43% 91.89%
3.57% 8.11%
0 20 40 60 80 100 0 20 40 60 80 100

65+
13.64%
4.55%
13.64%
22.73%
81.82%
9.09%

7.14%
7.14%
21.43%
28.57%
85.71%
21.43%
0 20 40 60 80 100

A Collaborative Project Between

MEDIA
ACCESSIBILITY

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
MEDIA ACCESSIBILITY

22million
Total Population
In Sri Lanka

67%
Source : statistics.gov.lk

14.68million
Internet Penetration
In Sri Lanka

Total Internet Users

In Sri Lanka
Source : statista.com

7 Million 8.4 Million 1.9 Million

Average Monthly YouTube Average Monthly Average Monthly Instagram
Users in Sri Lanka Facebook Users in Sri Lanka Users in Sri Lanka
Source: Internal YouTube Source: Meta Ads Manager, 2024 Source: Meta Ads Manager,
Data, Sri Lanka, Feb 2024 January 2024 January

4.4 Million 2.2 Million

Average Monthly Messenger Average Monthly Linkedin
Users in Sri Lanka Users in Sri Lanka
Source: Meta Ads Manager, Source: LinkedIn Ads Manager,
2024 January 2024 January

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 MEDIA
CONSUMPTION
PATTERNS

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
TV Watch Time
On average, 30.93% of Sri Lankan internet users spend 1-2 hours watching TV, while 20.38% spend
less than 30 minutes. Further, 29.13% of users reported not watching TV. In comparison to the previous
year, no significant changes have been observed.

Average Hours Spent Watching TV-Per Day

3.95% 1.24%

14.37%
29.13% I do not watch TV

Below than 30 Minutes

1-2 Hours

3-4 Hours

30.93% 5-6 Hours

More than 6 Hours

20.38%

Age & Gender-Based Analysis

More than 6 Hours 5 to 6 Hours 3-4 Hours

1 to 2 Hours Below 30 Minutes Do not watch TV

13 18
to to
17 24
1.67% 1.24%
5% 2.68%
20% 10.72%
30% 23.51%
18.33% 24.33%
25% 37.53%

0% 1.31%
0% 3.06%
21.43% 10.07%
38.57% 28.45%
10% 21.01%
30% 36.11%
0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 07
TV Watch Time (Cont’d)
Age & Gender-Based Analysis (Cont’d)

More than 6 Hours 5 to 6 Hours 3-4 Hours

1 to 2 Hours Below 30 Minutes Do not watch TV

25 35
to to
34 44
1.77% 1.61%
3.54% 5.91%
12.09% 20.43%
29.79% 38.17%
22.71% 20.43%
30.09% 13.44%

0% 1.68%
2.89% 5.04%
9.39% 15.13%
31.41% 35.29%
22.02% 16.81%
34.3% 26.05%
0 5 10 15 20 25 30 35 0 5 10 15 20 25 30 35 40

45 55
to to
54 64
1.03% 2.38%
4.12% 3.57%
22.68% 30.95%
41.24% 40.48%
17.53% 15.48%
13.4% 7.14%

1.19% 0%
8.33% 16.22%
20.24% 16.22%
41.67% 35.14%
13.1% 13.51%
15.48% 18.92%
0 10 20 30 40 50 0 10 20 30 40 50

65+
4.55%
13.64%
40.91%
27.27%
0%
13.64%

0%
14.29%
50%
21.43%
7.14%
7.14%
0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 08
Time Spent On Listening To The Radio
Average 55% of the Sri Lankan internet users have stated they do not listen to the Radio. 22% of the
users listen below 30 minutes, while 15 % of are listening only 1-2 hours per day on average.

More than 6 Hours 2%

5 - 6 Hours 2%

3 - 4 Hours 5%

1 - 2 Hours 15%

Below than 30 Minutes 22%

I do not listen to the radio 55%

0 10 20 30 40 50 60

Age & Gender-Based Analysis

More than 6 Hours 5 to 6 Hours 3-4 Hours

1 to 2 Hours Below 30 Minutes I do not listen to the radio

13 18
to to
17 24
0% 1.86%
0% 2.06%
0% 3.09%
18.33% 8.66%
26.67% 21.44%
55% 62.89%

1.43% 1.97%
0% 1.53%
5.71% 3.28%
11.43% 10.94%
20% 17.72%
61.43% 64.55%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 09
Time Spent On Listening To The Radio (Cont’d)
Age & Gender-Based Analysis (Cont’d)

More than 6 Hours 5 to 6 Hours 3-4 Hours

1 to 2 Hours Below 30 Minutes I do not listen to the radio

25 35
to to
34 44
0.88% 2.15%
2.06% 3.23%
5.01% 8.06%
12.98% 16.13%
24.19% 25.27%
54.87% 45.16%

2.17% 1.68%
1.08% 2.52%
1.81% 5.88%
14.44% 17.65%
25.63% 15.97%
54.87% 56.3%
0 10 20 30 40 50 60 0 10 20 30 40 50 60

45 55
to to
54 64
1.03% 1.19%
1.03% 3.57%
10.31% 4.76%
22.68% 32.14%
25.77% 27.38%
39.18% 30.95%

3.57% 8.11%
0% 8.11%
11.9% 8.11%
16.67% 27.03%
19.05% 18.92%
48.81% 29.73%
0 10 20 30 40 50 0 5 10 15 20 25 30 35

65+
4.55%
0%
9.09%
63.64%
9.09%
13.64%

0%
14.29%
7.14%
50%
21.43%
7.14%
0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 10
Mostly Used Pay TV Connection at Home
Provincial Analysis
Dialog TV Dialog Viu Mini Hub Dish TV

Not using SLT Peo TV SLT Peo TV Go

Central Province Eastern Province NorthCentral Province

48.43% 54.65% 50%

1.18% 2.33% 1.7%

0.79% 6.98% 2.27%

31.89% 25.58% 27.84%

15.35% 9.3% 14.2%

2.36% 1.16% 3.98%

0 10 20 30 40 50 0 10 20 30 40 50 60 0 10 20 30 40 50

Northern Province NorthWestern Province Uva Province

40.22% 47.51% 63.83%

1.09% 2.26% 0.53%

11.96% 1.81% 1.6%

39.13% 30.77% 20.74%

6.52% 16.29% 11.17%

1.09% 1.36% 2.13%

0 10 20 30 40 50 0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

Southern Province Sabaragamuwa Province Western Province

53.62% 56.47% 33.06%

0.99% 0.86% 1.22%

1.64% 0% 1.49%

24.67% 25.43% 32.11%

17.43% 16.38% 30.76%

1.64% 0.86% 1.36%

0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 5 10 15 20 25 30 35

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 11
Key Media Sources of Receiving
News Updates
Social media is the predominant source for news updates among Sri Lankan internet users, accounting
for 70%, a significant increase from the 56% reported last year. TV follows closely as the second most
utilized method, with 44%, compared to 34% in the previous year.

Note: The data was collected through a Multiple Choice Question

Social Media News Pages/ Profiles 70%

TV 44%
News mobile apps 30%
Newspaper 13%
Radio 12%
Gossip websites 11%
Messaging apps 8%
SMS subscriptions 8%
0 10 20 30 40 50 60 70 80
Age & Gender-Based Analysis
TV Social Media News Pages/ Profiles SMS subscriptions
Radio Newspaper News mobile apps
Messaging apps Gossip websites
13 18
to to
17 24
40% 35.26%
61.67% 79.59%
5% 7.22%
8.33% 9.28%
6.67% 6.8%
30% 29.69%
13.33% 8.66%
11.67% 14.43%

60% 31.95%
48.57% 79.21%
2.86% 8.53%
11.43% 10.28%
11.43% 9.63%
25.71% 32.6%
8.57% 7.66%
2.86% 10.5%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 12
Key Media Sources of Receiving
News Updates (Cont’d)
Age & Gender-Based Analysis (Cont’d)

TV Social Media News Pages/ Profiles SMS subscriptions

Radio Newspaper News mobile apps

Messaging apps Gossip websites

25 35
to to
34 44
41.89% 59.14%
78.76% 61.29%
8.85% 7.53%
8.26% 17.2%
11.21% 18.28%
32.45% 30.11%
8.26% 4.3%
13.57% 11.83%

36.82% 45.38%
77.98% 61.34%
5.78% 12.61%
9.03% 7.56%
9.75% 11.76%
28.88% 28.57%
6.5% 6.72%
7.58% 8.4%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
57.73% 80.95%
46.39% 47.62%
8.25% 3.57%
14.43% 33.33%
25.77% 33.33%
26.8% 28.57%
7.22% 14.29%
5.15% 3.57%

63.1% 72.97%
54.76% 40.54%
11.9% 8.11%
19.05% 43.24%
21.43% 27.03%
23.81% 18.92%
8.33% 5.41%
9.52% 5.41%
0 10 20 30 40 50 60 70 80 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 13
Key Media Sources of Receiving
News Updates (Cont’d)
Age & Gender-Based Analysis (Cont’d)

TV Social Media News Pages/ Profiles SMS subscriptions

Radio Newspaper News mobile apps

Messaging apps Gossip websites

65+
68.18%
22.73%
0%
45.45%
54.55%
18.18%
0%
4.55%

78.57%
14.29%
7.14%
35.71%
35.71%
0%
0%
0%
0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 14
Anatomy of Video in 2024

Mohenesh Chamith Buthgumwa

Vice President, dentsu communications
dentsu

Sri Lanka is a video wonderland. Recently, a survey was done, and out of 25,000 Sri Lankan internet users, a
staggering 90% said the number one thing they do on the internet is watch videos. This statistic is impressive,
yet it mirrors a trend that is widely recognised globally, reaffirming the significance of content marketing. The
accessibility of high-speed internet across urban and rural areas has democratised video consumption,
allowing a vast demographic to indulge in this visually captivating medium. This trend has become the
heartbeat of the nation's online activity, and as we step into 2024, understanding the anatomy of a video has
become even more crucial for marketers and creators.

Whether it's a quick burst of entertainment or a longer, more immersive experience, the goal is universal: keep
the audience captivated till the very end. From the video's opening moments, there's a need to hint at
something incredible that's yet to unfold, something that compels viewers to stay engaged. This anticipation,
this promise of excitement, is the secret sauce for retaining their attention. Interestingly, globally and in Sri
Lanka, watch time has become more important than traditional measures such as likes or comments. Local
content creators have embraced this shift, excelling in producing content that grips the audience for extended
periods.

Taking a closer look at the local scene, Sri Lankan creators have honed the art of crafting narratives that
resonate deeply with their audience. Their content is about weaving stories that strike a personal chord. Be it
heartwarming family dramas or gripping thrillers set amidst the island's picturesque landscapes, these stories
lure in viewers and keep them engrossed. Long-form content has surged in popularity as it allows for deeper
storytelling, catering to the audience's desire for substantial and engaging content.

Viral trends on the internet revolve around anticipation. Creators excel in building anticipation, gradually
escalating curiosity until the big reveal. It's akin to awaiting the thrilling climax of a captivating story—you're
hooked, invested, and unable to look away. Their strategy isn't solely about retaining viewers; it's about crafting
an experience, a journey that viewers willingly embark upon each time they hit 'play.'

The future of online content in Sri Lanka hinges on a straightforward yet powerful principle: grab attention,
keep it rapt, and leave the audience yearning for more. While metrics have shifted, storytelling remains the
constant. A compelling narrative—one that resonates and keeps viewers glued to their screens, eager for
what's next—is at the core. As the nation delves deeper into the digital realm, the symbiotic relationship
between creators, audiences, and brands continues to redefine the contours of online content, shaping an
immersive and captivating experience for all stakeholders involved. In this digital landscape, Sri Lankan
creators are leading the charge, and it’s high time that brands follow suit.

Cheers,
Mohenesh

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 15
SOCIAL MEDIA
CONSUMPTION
PATTERNS

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
Social Media Preferences
Facebook stands as the top choice for social media in Sri Lanka, commanding a significant 85.41% of
active users. Meanwhile, YouTube closely follows with 82.28%. Instagram and LinkedIn secure the third
and fourth spots, respectively, with 46.63% and 29% of active users

Note: The data was collected through a Multiple Choice Question

Facebook 85.41%
Youtube 82%
Instagram 47%
Tiktok 35.14%
Linkedin 29%
Snapchat 19.73%
Pinterest 12.96%
X(Twitter) 10%
Threads 4.85%
0 20 40 60 80 100
Age & Gender-Based Analysis
Facebook Instagram Linkedin

Pinterest Snapchat Threads

Tiktok X(Twitter) Youtube

13 18
to to
17 24
25.82% 23.85%
14.84% 16.43%
2.2% 9.51%
3.3% 3.22%
7.14% 5.05%
0.55% 1.9%
17.03% 12.67%
2% 5%
26.92% 21.64%

18.99% 22.32%
11.17% 15.02%
2.23% 8.56%
7.26% 5.8%
14.53% 8.98%
0.56% 1.44%
11.73% 11.73%
1% 2%
32.4% 23.58%
0 5 10 15 20 25 30 35 0 5 10 15 20 25

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 17
Social Media Preferences (Cont’d)
Age & Gender-Based Analysis (Cont’d)
Facebook Instagram Linkedin

Pinterest Snapchat Threads

Tiktok X(Twitter) Youtube

25 35
to to
34 44
26.82% 30.81%
17% 11.25%
9.57% 9.41%
2.56% 1.66%
4.37% 2.95%
1.32% 1.66%
10.73% 9.23%
4% 4%
23.1% 27.86%

24.97% 32.84%
13.31% 10.75%
10.32% 6.87%
6.09% 4.18%
7.02% 6.27%
1.65% 1.79%
10.32% 6.57%
2% 2%
23.1% 28.36%
0 5 10 15 20 25 30 0 5 10 15 20 25 30 35

45 55
to to
54 64
35.04% 34.04%
8.55% 4.4%
10.38% 10.44%
2.14% 1.65%
2.14% 1.1%
0% 0.55%
4.7% 4.95%
3% 3%
31.2% 38.46%

34.74% 37.14%
8.42% 8.57%
4.74% 4.29%
2.11% 0%
4.21% 4.29%
1.05% 0%
4.21% 5.71%
2% 1%
35.79% 34.29%
0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 18
Social Media Preferences (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Facebook Instagram Linkedin

Pinterest Snapchat Threads

Tiktok X(Twitter) Youtube

65+
3.25%
3.13%
6.25%
3.13%
3.13%
05
3.13%
0%
34.38%

18.75%
0%
0%
0%
0%
0%
0%
0%
56.25%
0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 19
Provincial Analysis
Social Media Preferences
Facebook Instagram Linkedin

Pinterest Snapchat Threads

Tiktok X(Twitter) Youtube

Central Province Eastern Province NorthCentral Province

81% 91% 88%
42% 33% 45%
25% 22% 32%
9% 9% 11%
17% 13% 17%
5% 2% 4%
36% 25% 41%
6% 10% 11%
79% 70% 82%
0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100

Northern Province NorthWestern Province Uva Province

78% 89% 86%
46% 45% 39%
20% 29% 29%
7% 12% 14%
20% 22% 18%
8% 4% 5%
41% 34% 36%
17% 11% 8%
75% 85% 76%
0 10 20 30 40 50 60 70 80 0 20 40 60 80 100 0 20 40 60 80 100

Southern Province Sabaragamuwa Province Western Province

86% 89% 84%
42% 45% 55%
24% 29% 34%
11% 12% 17%
17% 18% 23%
5% 3% 6%
34% 37% 34%
9% 11% 11%
85% 87% 84%
0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 20
Sharing Updates/News
The most popular platform for sharing news and updates with friends and others in Sri Lanka is
WhatsApp, accounting for 93.91%, it has increased from 73% last year. Sharing on Facebook Feed and
Facebook Messenger have become the second and third popular methods of sharing news / updates.
This shows the internet users in Sri Lanka use dark social channels to share the news updates with
friends and others.

Note: The data was collected through a Multiple Choice Question

Through WhatsApp 93.91%

Through Facebook 44.96%
Through Facebook Messenger 33.25%
Through Instagram 25.61%
Through Email 17.20%
Share on LinkedIn 7.85%
Through Viber 3.26%
Others 1.12%
0 20 40 60 80 100
Age & Gender-Based Analysis
Through WhatsApp Through Viber Through Instagram
Through Facebook Messenger Through Facebook Through Email
Share on LinkedIn Others

13 18
to to
17 24
100% 96.29%
0% 3.3%
21.67% 32.99%
21.67% 34.85%
28.33% 49.9%
3.33% 17.73%
0% 9.28%
0% 0.62%

98.57% 98.47%
1.43% 2.41%
12.86% 33.48%
8.57% 24.95%
14.29% 37.64%
2.86% 12.91%
0% 3.5%
1.43% 1.97%
0 20 40 60 80 100 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 21
Sharing Updates/News (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Through WhatsApp Through Viber Through Instagram

Through Facebook Messenger Through Facebook Through Email

Share on LinkedIn Others

25 35
to to
34 44
93.81% 90.32%
4.13% 6.99%
30.68% 17.74%
45.72% 39.78%
55.75% 51.61%
22.12% 24.19%
10.91% 9.14%
0.59% 0.54%

97.11% 94.12%
1.81% 2.52%
29.6% 15.97%
40.43% 38.66%
48.01% 45.38%
21.3% 16.81%
12.64% 5.04%
0.36% 0%
0 20 40 60 80 100 0 20 40 60 80 100

45 55
to to
54 64
89.69% 79.76%
5.15% 5.95%
10.31% 3.57%
30.93% 28.57%
43.3% 38.1%
26.8% 14.29%
12.37% 11.9%
0% 3.57%

84.52% 78.38%
1.19% 5.41%
10.71% 2.7%
26.19% 16.22%
45.24% 43.24%
13.1% 5.41%
4.76% 2.7%
1.19% 5.41%
0 20 40 60 80 100 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 22
Sharing Updates/News (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Through WhatsApp Through Viber Through Instagram

Through Facebook Messenger Through Facebook Through Email

Share on LinkedIn Others

65+
68.18%
0%
4.55%
18.18%
18.18%
9.09%
0%
9.09%

50%
0%
0%
0%
21.43%
0%
0%
7.14%
0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 23
The Frequency of Updating
Social Media Profiles
14.69% of internet users in Sri Lanka update their social media profiles multiple times a day, with an
additional 17.94% updating 2-3 times per week, and 19.42% are updating once a month.

14.69% 9.64%
Almost Never

Once a month
8.83% 19.42%
Multiple times per month
Once a week
4.46%
2- 3 times per week

4- 6 times per week

13.65% Once a day

17.94% Multiple times a day

11.36%

Age & Gender-Based Analysis

Multiple times a day Once a day 4- 6 times per week

2- 3 times per week Once a week Multiple times per month

Once a month Almost Never

13 18
to to
17 24
22.03% 16.02%
5.08% 9.31%
6.78% 5.41%
18.64% 16.88%
11.86% 11.9%
8.47% 16.02%
18.64% 16.88%
8.47% 7.58%

11.94% 12.95%
4.48% 8.93%
4.48% 5.13%
14.93% 19.2%
5.97% 10.49%
22.39% 15.63%
14.93% 21.21%
20.9% 6.47%
0 5 10 15 20 25 0 5 10 15 20 25

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 24
The Frequency of Updating
Social Media Profiles (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Multiple times a day Once a day 4- 6 times per week

2- 3 times per week Once a week Multiple times per month

Once a month Almost Never

25 35
to to
34 44
16.46% 16.09%
9.76% 5.75%
4.27% 4.6%
18.29% 21.26%
13.11% 14.37%
12.2% 11.49%
21.04% 18.97%
4.88% 7.47%

14.34% 16.38%
10.29% 10.34%
5.51% 0.86%
19.12% 18.97%
9.56% 9.48%
11.4% 15.52%
21.69% 19.83%
8.09% 8.62%
0 5 10 15 20 25 0 5 10 15 20 25

45 55
to to
54 64
14.29% 6.94%
10.99% 11.11%
2.2% 1.39%
16.48% 13.89%
10.99% 11.11%
10.99% 8.33%
17.58% 16.67%
16.48% 30.56%

17.57% 3.33%
4.05% 6.67%
1.35% 3.33%
12.16% 13.33%
10.81% 13.33%
12.16% 13.33%
24.32% 13.33%
17.57% 33.33%
0 5 10 15 20 25 0 5 10 15 20 25 30 35

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 25
The Frequency of Updating
Social Media Profiles (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Multiple times a day Once a day 4- 6 times per week

2- 3 times per week Once a week Multiple times per month

Once a month Almost Never

65+
6.25%
12.5%
0%
18.75%
0%
6.25%
18.75%
37.5%

0%
0%
10%
10%
40%
0%
0%
40%
0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 26
Tiktok Content Creators Vs.
Content Watchers
3.09% of the Sri Lankan Internet users stated that they create content on TikTok, while 31.66% stated
they watch content on TikTok. 12.44% of the users both create and watch content on TikTok. However,
52.81% of the users mentioned that they do not use TikTok, a decrease from 65% in the previous year.
This signifies a growth of approximately 12% in the number of TikTok users.

3.09%

A content creator
31.66%
A content Watcher
52.81% Both

I don't use TikTok

12.44%

Age & Gender-Based Analysis

I don't use TikTok Both A content Watcher A content creator

13 18
to to
17 24
35% 36.91%
16.67% 17.32%
43.33% 41.03%
5% 4.74%

61.43% 45.95%
5.71% 17.51%
31.43% 33.92%
1.43% 2.63%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 27
Tiktok Content Creators Vs.
Content Watchers (Cont’d)
Age & Gender-Based Analysis (Cont’d)

I don't use TikTok Both A content Watcher A content creator

25 35
to to
34 44
48.97% 60.75%
11.5% 9.14%
35.1% 26.34%
4.42% 3.76%

51.26% 72.27%
14.08% 5.04%
32.85% 21.85%
1.81% 0.84%
0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
72.16% 78.57%
4.12% 3.57%
20.62% 17.86%
3.09% 0%

80.95% 89.19%
3.57% 0%
13.1% 10.81%
2.38% 0%
0 20 40 60 80 100 0 20 40 60 80 100

65+
90.9%1
4.55%
4.55%
0%

100%
0%
0%
0%
0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 28
Provincial Analysis
Tiktok Content Creators Vs. Content Watchers

A content creator A content Watcher Both I don't use TikTok

Central Province Eastern Province NorthCentral Province

4.65% 6.82% 4.52%

31.78% 30.68% 31.64%

15.89% 9.09% 14.69%

47.67% 53.41% 49.15%

0 10 20 30 40 50 0 10 20 30 40 50 60 0 10 20 30 40 50

Northern Province NorthWestern Province Uva Province

4.17% 2.26% 6.35%

41.67% 37.56% 26.46%

12.5% 12.22% 13.23%

41.67% 47.96% 53.97%

0 10 20 30 40 50 0 10 20 30 40 50 0 10 20 30 40 50 60

Southern Province Sabaragamuwa Province Western Province

3.54% 2.14% 1.19%

27.65% 32.91% 31.31%

9.97% 14.53% 11.36%

58.84% 50.43% 56.14%

0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 29
Most popular video content platforms
80.87% of the Internet users in Sri Lanka have stated YouTube as their most preferred platform to
watch video content, while 52.47% of the users have stated Facebook as the preferred platform to
watch video content, which was 18% last year. A significant growth of Facebook as a preferred
platform for Video Content.

Note: The data was collected through a Multiple Choice Question

YouTube 80.87%
Facebook 52.47%
TikTok 29.34%
YouTube Shorts 26.30%
Instagram 18.96%
Instagram Reels 15.36%
Facebook Reels 12.14%
LinkedIn 3.73%
Twitter 1.76%
I don't prefer any platform 1.76%
Others 0.56%
0 20 40 60 80 100

Age & Gender-Based Analysis

YouTube Shorts YouTube Twitter
TikTok LinkedIn Instagram Reels
Instagram Facebook Reels Facebook
Others I don't prefer any platform

13 21.67%
75% 18 32.37%
83.09%
to to
17 0%
45%
24 3.3%
41.03%
0% 4.12%
15% 20.41%
13.33% 24.33%
8.33% 15.46%
36.67% 57.53%
1.67% 0.41%
0% 0.62%

30% 29.76%
81.43% 78.12%
0% 1.75%
30% 34.57%
0% 1.97%
8.57% 22.32%
11.43% 21.44%
1.43% 10.94%
20% 43.76%
0% 0.88%
1.43% 1.31%
0 20 40 60 80 100 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 30
Most popular video
content platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)

YouTube Shorts YouTube Twitter

TikTok LinkedIn Instagram Reels
Instagram Facebook Reels Facebook
Others I don't prefer any platform

25 26.25%
84.37% 35 24.19%
80.11%
to to
34 2.36%
33.04%
44 2.69%
19.35%
6.19% 6.45%
15.63% 9.14%
24.19% 16.67%
16.52% 11.83%
65.78% 62.37%
0.88% 0%
0.29% 1.61%

25.99% 20.17%
82.31% 78.99%
0.36% 0%
29.96% 16.81%
6.5% 0.84%
19.49% 10.92%
20.58% 15.97%
11.55% 8.4%
54.51% 52.1%
0% 0%
0.36% 3.36%
0 20 40 60 80 100 0 20 40 60 80 100

45 15.46%
81.44% 55 14.29%
82.14%
to to
54 1.03%
10.31%
64 1.19%
9.52%
3.09% 2.38%
2.06% 0%
10.31% 4.76%
8.25% 8.33%
49.48% 46.43%
1.03% 1.19%
3.09% 4.76%

17.86% 29.73%
84.52% 67.57%
1.19% 0%
8.33% 8.11%
1.19% 0%
1.19% 5.41%
5.95% 5.41%
9.52% 18.92%
50% 48.65%
0% 0%
4.76% 5.41%
0 20 40 60 80 100 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 31
Most popular video
content platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)

YouTube Shorts YouTube Twitter

TikTok LinkedIn Instagram Reels
Instagram Facebook Reels Facebook
Others I don't prefer any platform

65+ 9.09%
54.55%
0%
0%
0%
0%
0%
9.09%
31.82%
0%
27.27%

7.14%
71.43%
0%
0%
0%
0%
0%
0%
14.29%
7.14%
21.43%
0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 32
Most preferred video content types
Among Sri Lanka Internet users, 61.73% show a preference for video content related to Fashion
& Beauty, followed by 53.28% who favor educational videos, 48.69% opting for Comedy
content, and 39.85% expressing a preference for Food & Recipe videos.

Note: The data was collected through a Multiple Choice Question

Fashion & Beauty videos 61.73%
Educational 53.28%
Comedy Video 48.69%
Food & Recipe videos 39.85%
Life hacks 34.66%
Vlogs and Day-in-the-life videos 31.40%
Product & brand-related content 30.42%
Tutorial Videos 28.19%
Competition & challenges 24.80%
Celebrity Content 24.54%
Local Teledramas 15.10%
Others 4.50%
0 10 20 30 40 50 60 70 80
Age & Gender-Based Analysis
Vlogs and Day-in-the-life videos Tutorial Videos Product & brand-related content
Others Local Teledramas Life hacks
Food & Recipe videos Fashion & Beauty videos Educational
Competition & challenges Comedy Videos Celebrity Content

13 31.67%
30% 18 32.58%
32.58%
to to
17 15%
6.67%
24 35.67%
5.36%
8.33% 10.52%
21.67% 36.7%
13.33% 24.33%
56.67% 68.25%
36.67% 47.01%
20% 30.52%
66.67% 54.43%
18.33% 18.76%

32.86% 43.98%
21.43% 27.79%
14.29% 31.51%
1.43% 1.97%
10% 12.69%
31.43% 36.11%
60% 68.93%
75.71% 66.74%
65.71% 72.21%
22.86% 27.13%
41.43% 45.51%
30% 36.98%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 33
Most preferred video content types (Cont’d)
Age & Gender-Based Analysis (Cont’d)
Vlogs and Day-in-the-life videos Tutorial Videos Product & brand-related content
Others Local Teledramas Life hacks
Food & Recipe videos Fashion & Beauty videos Educational
Competition & challenges Comedy Videos Celebrity Content

25 32.74%
34.81% 35 21.51%
27.96%
to to
34 34.22%
4.42%
44 30.11%
4.84%
14.16% 15.05%
35.4% 34.95%
26.84% 11.29%
67.55% 52.69%
44.84% 37.1%
29.79% 22.04%
56.93% 53.23%
18.29% 15.59%

39.71% 25.21%
31.05% 18.49%
32.85% 25.21%
1.81% 3.36%
17.69% 24.37%
45.49% 27.73%
70.76% 51.26%
63.54% 55.46%
72.92% 55.46%
27.08% 18.49%
47.65% 42.02%
33.21% 31.09%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

45 13.4%
17.53% 55 15.48%
22.62%
to to
54 26.8%
8.25%
64 33.33%
10.71%
13.4% 28.57%
26.8% 21.43%
14.43% 11.9%
50.52% 47.62%
21.65% 25%
15.46% 19.05%
43.3% 38.1%
15.46% 13.1%

13.1% 8.11%
16.67% 21.62%
21.43% 18.92%
3.57% 5.41%
28.57% 18.92%
27.38% 32.43%
48.81% 29.73%
38.1% 40.54%
65.48% 51.35%
7.14% 5.41%
33.33% 29.73%
26.19% 21.62%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 34
Most preferred video content types (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Vlogs and Day-in-the-life videos Tutorial Videos Product & brand-related content
Others Local Teledramas Life hacks
Food & Recipe videos Fashion & Beauty videos Educational
Competition & challenges Comedy Videos Celebrity Content

65+ 0%
9.09%
0%
27.27%
31.82%
22.73%
0%
31.82%
18.18%
0%
18.18%
4.55%

0%
7.14%
7.14%
28.57%
14.29%
14.29%
7.14%
28.57%
50%
0%
21.43%
21.43%
0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 35
Video content watching time
46.07% of the Internet users in Sri Lanka report spending approximately 1-2 hours watching videos
online per day, compared to 25% the previous year. Additionally, 29% of the users are averaging 3-4
hours of a daily online video consumption

More than 6 Hours 4.93%

5 - 6 Hours 6.78%

3 - 4 Hours 29%

1 - 2 Hours 46.07%

Below than 30 Minutes 11.20%

I do not watch videos 1.63%

Others 0.39%

0 10 20 30 40 50
Age & Gender-Based Analysis
More than 6 Hours 5 - 6 Hours 3 - 4 Hours

1 - 2 Hours Below than 30 Minutes I do not watch videos

Others

13 18
to to
17 24
6.67% 4.74%
6.67% 8.45%
35% 29.9%
43.33% 45.15%
8.33% 10.72%
0% 0.62%
0% 0.41%

2.86% 7.22%
5.71% 8.1%
21.43% 35.23%
58.57% 38.73%
8.57% 9.41%
2.86% 0.44%
0% 0.88%
0 10 20 30 40 50 60 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 36
Video content watching time (Cont’d)
Age & Gender-Based Analysis (Cont’d)

More than 6 Hours 5 - 6 Hours 3 - 4 Hours

1 - 2 Hours Below than 30 Minutes I do not watch videos

Others

25 35
to to
34 44
5.31% 5.38%
7.08% 5.91%
30.68% 20.43%
48.38% 57.53%
8.26% 9.14%
0.29% 1.61%
0% 0%

5.78% 4.2%
5.42% 6.72%
34.3% 16.18%
46.57% 48.74%
7.22% 22.69%
0.72% 0.84%
0% 0%
0 10 20 30 40 50 0 10 20 30 40 50 60

45 54
to to
54 64
2.06% 1.19%
5.15% 3.57%
22.68% 15.48%
41.24% 61.9%
22.68% 13.1%
6.19% 4.76%
0% 0%

1.19% 0%
5.95% 0%
27.38% 24.32%
39.29% 40.54%
19.05% 27.03%
4.76% 5.41%
2.38% 2.7%
0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 37
Video content watching time (Cont’d)
Age & Gender-Based Analysis (Cont’d)

More than 6 Hours 5 - 6 Hours 3 - 4 Hours

1 - 2 Hours Below than 30 Minutes I do not watch videos

Others

65+
0%
4.55%
31.82%
36.36%
9.09%
18.18%
0%

0%
0%
21.43%
35.71%
14.29%
28.57%
0%
0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 38
The Preferred Times of Day
for Watching Online Videos
50.84% of the Internet users in Sri Lanka prefer watching online videos in the night time, 12.83% prefer
Evening and 11.33% preferred towards late night for watching online videos.
2.83% 2.83%
4.12%
5.45% Early Morning

Others
9.78% Morning
Afternoon
50.84%
Late- evening
11.33% Late Night
Evening

Night
12.83%

Age & Gender-Based Analysis

Others Night Morning

Late Night Late- evening Evening

Early Morning Afternoon

13 18
to to
17 24
3.33% 2.47%
48.33% 54.02%
3.33% 3.71%
6.67% 16.08%
6.67% 7.63%
18.33% 10.1%
8.33% 2.06%
5% 3.92%

2.86% 2.41%
27.14% 51.42%
5.71% 2.63%
5.71% 14.22%
22.86% 11.16%
28.57% 10.94%
2.86% 0.88%
4.29% 6.35%
0 10 20 30 40 50 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 39
The Preferred Times of Day
for Watching Online Videos (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Night Morning

Late Night Late- evening Evening

Early Morning Afternoon

25 35
to to
34 44
1.77% 4.3%
56.34% 53.23%
5.9% 3.76%
10.91% 6.45%
7.96% 8.6%
9.44% 15.59%
2.65% 4.84%
5.01% 3.23%

0.72% 2.52%
55.6% 53.78%
0.72% 6.72%
10.83% 10.92%
11.91% 7.56%
10.47% 12.61%
3.97% 1.68%
5.78% 4.2%
0 10 20 30 40 50 60 0 10 20 30 40 50 60

45 55
to to
54 64
5.15% 3.57%
42.27% 39.29%
7.22% 7.14%
8.25% 4.76%
14.43% 15.48%
9.28% 16.67%
8.25% 3.57%
5.15% 9.52%

5.95% 2.7%
42.86% 32.43%
7.14% 2.7%
9.52% 2.7%
4.76% 5.41%
22.62% 37.84%
0% 2.7%
7.14% 13.51%
0 10 20 30 40 50 0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 40
The Preferred Times of Day
for Watching Online Videos (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Night Morning

Late Night Late- evening Evening

Early Morning Afternoon

65+
9.09%
36.36%
9.09%
0%
4.55%
22.73%
9.09%
9.09%

28.57%
14.29%
7.14%
0%
7.14%
21.43%
0%
21.43%
0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 41
The Most Popular Private
Messaging Platforms
WhatsApp is the most used private messaging platforms, whereas 67% of the Internet users in Sri
Lanka are mostly using it. In addition, 23.05% of the users stated using Facebook Messenger and
20.21% of the users stated as IMO as the most used private messaging platforms.

I don't use any private 25.40%

messaging platform
IMO 20.21%

Telegram 15.87%

Viber 18.49%

Facebook Messenger 23.05%

WhatsApp 67.05%

0 10 20 30 40 50 60 70 80
Age & Gender-Based Analysis
Facebook Messenger WhatsApp Viber

Telegram IMO I don't use any private messaging platform

13 18
to to
17 24
22.41% 24.34%
81.67% 59.79%
13.33% 25.15%
16.67% 17.73%
15% 28.66%
26.67% 33.61%

16.92% 16.63%
78.57% 80.09%
11.43% 13.79%
12.86% 11.82%
14.29% 14.22%
30% 18.16%
0 20 40 60 80 100 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 42
The Most Popular Private
Messaging Platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)
Facebook Messenger WhatsApp Viber

Telegram IMO I don't use any private messaging platform

25 35
to to
34 44
23.97% 27.53%
61.65% 59.14%
23.89% 19.35%
19.76% 16.67%
27.14% 17.74%
27.73% 24.73%

23.17% 30.56%
76.53% 70.59%
14.8% 10.08%
13.36% 11.29%
16.61% 10.92%
22.74% 16.81%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
33.33% 25%
60.82% 65.48%
21.65% 19.05%
25.77% 15.48%
20.62% 17.86%
24.74% 27.38%

18.52% 22.86%
54.76% 37.84%
15.48% 10.81%
13.1% 10.81%
16.67% 21.62%
22.62% 21.62%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

65+
19.05%
40.91%
18.18%
18.18%
22.73%
31.82%

23.08%
35.71%
14.29%
14.29%
14.29%
35.71%
0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 43
Provincial Analysis
The Most Popular Private Messaging Platforms

WhatsApp Facebook Messenger Viber

Telegram IMO I don't use any private messaging platform

Central Province Eastern Province NorthCentral Province

65% 57% 60%

22% 24% 26%

21% 17% 29%

16% 15% 19%

22% 20% 30%

29% 22% 33%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 0 10 20 30 40 50 60

Northern Province NorthWestern Province Uva Province

61% 74% 64%

35% 21% 23%

20% 15% 19%

20% 12% 17%

22% 16% 21%

29% 23% 24%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Southern Province Sabaragamuwa Province Western Province

69% 68% 69%

22% 19% 20%

17% 17% 17%

14% 13% 17%

18% 15% 20%

21% 21% 26%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 44
Digital Marketing Trends for 2024:
Insights into the Evolving
Landscape - The Rise of Closed
Social Communities

Muhammed Gazzaly
Head of Digital Marketing
Dialog Axiata Group

In 2024, we anticipate several trends that will reshape the way brands engage with their audiences. These
trends are not just opportunities; they are the future of digital marketing.

One prominent trend anticipated in 2024 will be the resurgence of closed social communities, often referred
to as "Private social media channels" or “Dark Social”. Some examples are your WhatsApp groups, Facebook
groups, private Subreddits or personal profile content. These are invite-only, semiprivate, or fully private
spaces where consumers gather. Think of them as digital watering holes where real friends, internet
acquaintances, or even anonymous individuals come together for highly conversational interactions.

What Does this Mean for Brands in 2024?

Brands that embrace these trends can foster long-term relationships with their communities. Key elements
for success include consistent engagement, listening to feedback, personalization, offering exclusive
benefits, maintaining consistency in brand identity, providing relevant content, and continuously testing and
learning.

For brands looking to leverage closed social communities, two fundamental questions must be considered:

1. Are you genuinely dedicated to cultivating lasting brand loyalty through audience
engagement?

2. Is the investment required for consistent community engagement justified?

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 45
For those willing to commit resources to nurturing an authentic community, it is essential to practice patience
as relationships evolve. While quantitative metrics may not always be immediately accessible or directly
traceable to community-building efforts in these spaces, qualitative measures of success become apparent
through meaningful, high-quality interactions with dedicated enthusiasts.

Meta Groups, Instagram’s Close Friends, and WhatsApp Broadcast Channels are some examples of plat
forms and features built by social giants to support closed social communities:

Other than these brands can build their closed social communities as well. Brand-run private communities
take time and effort to manage but when done right, can provide huge ROI. Your dark social community is like
having a focus group ready to go 24/7. It’s a direct line to your most valuable customers.

In conclusion, 2024 promises exciting opportunities for brands in the digital marketing landscape. By
understanding and embracing the rise of closed social communities and adapting to changing consumer
expectations, brands can stay at the forefront of the digital marketing game. This evolving landscape presents
new avenues for meaningful engagement and brand building.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 46
 Online
Purchasing
Behavior

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
The Average Frequency
of Online Purchases
8.63% of the Internet users in Sri Lanka have stated that they are making online purchasing Daily, while
6.39% stated that they are making purchase once a week and 26.87% stated once a month

8.63%
17.42%
4.08% Never

6.39% Once in six months

Once in three months

6.22% Once a month
13.73%
Once in three weeks

Once a week
Twice a week

26.87% 16.65% Daily

Age & Gender-Based Analysis

Never Once in six months Once in three months

Once a month Once in three weeks Twice a week

Once a week Daily

13 18
to to
17 24
20% 12.58%
11.67% 10.31%
21.67% 17.11%
21.67% 28.87%
5% 7.84%
0% 5.57%
8.33% 8.45%
11.67% 9.28%

41.43% 12.91%
10% 20.13%
12.86% 16.19%
21.43% 28.45%
1.43% 6.56%
0% 3.28%
2.86% 4.6%
10% 7.88%
0 10 20 30 40 50 0 5 10 15 20 25 30

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 48
The Average Frequency
of Online Purchases (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Never Once in six months Once in three months

Once a month Once in three weeks Twice a week

Once a week Daily

25 35
to to
34 44
11.24% 13.44%
13.31% 13.44%
21.01% 20.43%
27.81% 23.12%
5.33% 4.3%
4.14% 5.38%
6.51% 9.14%
10.65% 10.75%

13.72% 14.29%
13.72% 15.13%
14.8% 15.97%
31.05% 32.77%
10.83% 5.04%
5.42% 2.52%
3.97% 8.4%
6.5% 5.88%
0 5 10 15 20 25 30 35 0 5 10 15 20 25 30 35

45 55
to to
54 64
26.8% 44.05%
13.4% 11.9%
14.43% 9.52%
16.49% 25%
4.12% 1.19%
6.19% 2.38%
7.22% 4.76%
11.34% 1.19%

27.38% 43.24%
8.33% 16.22%
17.86% 5.41%
22.62% 21.62%
5.95% 2.7%
2.38% 0%
3.57% 10.81%
11.9% 0%
0 5 10 15 20 25 30 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 49
The Average Frequency
of Online Purchases (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Never Once in six months Once in three months

Once a month Once in three weeks Twice a week

Once a week Daily

65+
59.09%
9.09%
4.55%
4.55%
0%
4.55%
9.09%
9.09%

85.71%
0%
0%
7.14%
0%
0%
0%
7.14%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 50
Provincial Analysis
The Average Frequency of Online Purchases
Never Once in six months Once in three months

Once a month Once in three weeks Once a week

Twice a week Daily

Central Province Eastern Province NorthCentral Province

22.87% 19.32% 12.43%

13.57% 7.95% 19.77%

14.34% 14.77% 16.95%

21.71% 27.27% 23.73%

5.04% 7.95% 5.65%

7.36% 6.82% 6.21%

3.49% 6.82% 2.26%

11.63% 9.09% 12.99%

0 5 10 15 20 25 0 5 10 15 20 25 30 0 5 10 15 20 25

Northern Province NorthWestern Province Uva Province

19.79% 15.84% 20.11%

9.38% 16.74% 8.47%

16.67% 12.67% 17.99%

19.79% 28.96% 23.81%

8.33% 5.88% 6.88%

3.13% 9.05% 8.99%

8.33% 3.62% 2.65%

14.58% 7.24% 11.11%

0 5 10 15 20 0 5 10 15 20 25 30 0 5 10 15 20 25

Southern Province Sabaragamuwa Province Western Province

16.4% 14.53% 17.33%

15.43% 14.96% 12.96%

18.97% 19.66% 16.53%

24.76% 25.21% 31.75%

3.86% 6.41% 7.14%

7.72% 6.41% 4.5%

4.5% 5.13% 3.84%

8.36% 7.69% 5.95%

0 5 10 15 20 25 0 5 10 15 20 25 30 0 5 10 15 20 25 30 35

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 51
The Most-purchased Products / Service
Categories via Online Platform
The top three online purchased products include clothing at 49.03%, showcasing a remarkable
increase from 22% last year, followed by electronic devices & accessories at 38.63%, up from 16% last
year, and personal care & beauty at 36.24%, marking a rise from 20% last year.

Note: The data was collected through a Multiple Choice Question

Clothing 49.03%
Electronic devices & accessories 38.63%
Personal care & beauty 36.24%
Food & beverages 26.50%
Home appliances 19.67%
Apps & software 11.42%
Automobile accessories & parts 9.02%
Groceries 8.56%
Kids toys & baby care products 5.86%
I do not buy anything via internet 2.40%
Others 1.48%
0 10 20 30 40 50
Age & Gender-Based Analysis
Others Personal care & beauty Kids toys & baby care products
I do not buy anything via internet Home appliances Groceries
Food & beverages Electronic devices & accessories Clothing
Automobile accessories & parts Apps & software

13 4.08%
16.33% 18 0.93%
18.84%
to to
17 8.16%
0%
24 2.56%
1.63%
24.49% 13.72%
0% 6.74%
20.41% 23.95%
42.86% 60%
32.65% 42.33%
12.24% 11.86%
16.33% 16.74%

0% 1.98%
46.67% 59.9%
4.44% 2.97%
6.67% 2.23%
0% 15.1%
4.44% 8.66%
2.22% 36.63%
20% 19.06%
57.78% 64.36%
3.96%
6.67 8.17%
0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 52
The Most-purchased Products / Service
Categories via Online Platform (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Personal care & beauty Kids toys & baby care products
I do not buy anything via internet Home appliances Groceries
Food & beverages Electronic devices & accessories Clothing
Automobile accessories & parts Apps & software

25 1.66%
21.85% 35 2.44%
19.51%
to to
34 5.96%
1.66%
44 9.15%
1.83%
19.54% 26.22%
7.62% 9.15%
24.83% 20.12%
54.64% 54.27%
40.4% 35.37%
15.56% 14.02%
17.22% 16.46%

0.41% 0.97%
68.18% 48.54%
8.68% 19.42%
2.48% 3.88%
21.9% 24.27%
9.5% 11.65%
26.45% 24.27%
21.49% 16.5%
65.7% 57.28%
4.13% 4.85%
4.96% 3.88%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

45 2.63%
10.53% 55 2.04%
12.24%
to to
54 5.26%
6.58%
64 8.16%
4.08%
26.32% 44.9%
6.58% 16.33%
21.05% 18.37%
35.53% 51.02%
39.47% 24.49%
11.84% 8.16%
6.58% 12.24%

1.59% 0%
33.33% 45.45%
6.35% 0%
3.17% 0%
34.92% 36.36%
15.87% 22.73%
25.4% 36.36%
20.63% 9.09%
46.03% 36.36%
1.59% 18.18%
3.17% 0%
0 10 20 30 40 50 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 53
The Most-purchased Products / Service
Categories via Online Platform (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Personal care & beauty Kids toys & baby care products
I do not buy anything via internet Home appliances Groceries
Food & beverages Electronic devices & accessories Clothing
Automobile accessories & parts Apps & software

65+ 0%
11.11%
0%
11.11%
11.11%
11.11%
22.22%
33.33%
11.11%
11.11%
0%

0%
0%
0%
0%
25%
0%
25%
0%
0%
0%
0%
0 5 10 15 20 25 30 35

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 54
Provincial Analysis
The Most-purchased Products / Service
Categories via Online Platform
Apps & software Automobile accessories & parts Clothing
Electronic devices & accessories Food & beverages Groceries
Home appliances I do not buy anything via internet Kids toys & baby care products
Personal care & beauty Others

Central Province Eastern Province NorthCentral Province

12% 11% 10%
10% 10% 13%
46% 61% 51%
38% 46% 35%
27% 21% 24%
5% 11% 7%
14% 23% 17%
2% 8% 1%
4% 6% 7%
36% 27% 37%
2% 0% 0%
0 10 20 30 40 50 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

Northern Province NorthWestern Province Uva Province

11% 11% 13%
0% 6% 10%
51% 52% 47%
44% 35% 36%
19% 27% 23%
8% 12% 7%
16% 24% 18%
5% 3% 5%
4% 9% 6%
37% 43% 35%
0% 1% 1%
0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50

Southern Province Sabaragamuwa Province Western Province

12% 13% 10%
10% 6% 10%
47% 49% 48%
38% 35% 41%
24% 23% 31%
8% 6% 10%
15% 24% 22%
3% 1% 1%
5% 4% 6%
28% 37% 39%
1% 1% 3%
0 10 20 30 40 50 0 10 20 30 40 50 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 55
Key Influencing Factors to Drive
Online Purchase
More than half of the people in Sri Lanka who shop online, around 56.29%, say they mainly buy things
online because of Price Discounts. 24.74% of the people stated having Product Varieties, and a smaller
group, around 8.68%, prefers being able to pay for their purchases in installments.

1.82% 3.48%
4.99%
Others
8.68% Celebrity endorsement

Expert opinions

Installment payments
52.29%
24.74% Product varieties
Price discounts

Age & Gender-Based Analysis

Others Product varieties Price discounts

Installment payments Expert opinions Celebrity endorsement

13 18
to to
17 24
0% 1.42%
12.5% 21.46%
68.75% 57.31%
4.17% 10.61%
6.25% 6.37%
8.33% 2.83%

0% 1.01%
21.95% 32.66%
58.54% 52.01%
4.88% 6.53%
12.2% 3.27%
2.44% 4.52%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 56
Key Influencing Factors to Drive
Online Purchase (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Product varieties Price discounts

Installment payments Expert opinions Celebrity endorsement

25 35
to to
34 44
2.33% 1.86%
23% 22.36%
56.33% 57.76%
10.67% 9.32%
4% 5.59%
3.67% 3.11%

2.93% 0.98%
27.62% 25.49%
58.16% 60.78%
7.53% 6.86%
2.93% 2.94%
0.84% 2.94%
0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 80

44 55
to to
55 64
4.23% 6.38%
19.72% 25.53%
47.89% 55.32%
9.86% 6.38%
15.49% 4.26%
2.82% 2.13%

0% 4.76%
22.95% 14.29%
59.02% 57.14%
6.56% 19.05%
3.28% 4.76%
8.2% 0%
0 10 20 30 40 50 60 0 10 20 30 40 50 60

65+
0%
0%
44.44%
22.22%
11.11%
22.22%

0%
0%
50%
0%
0%
50%
0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 57
The impact of social media
review on online purchasing behavior

A significant 83% of the online shoppers in Sri Lanka make their purchase based on reviews or
recommendations from friends on social media. Meanwhile, 17% choose not to reply on such
suggestions.

17%

Yes

No
83%

Age & Gender-Based Analysis

Yes No

13 18
to to
17 24
72.92% 85.38%

27.08% 14.62%

78.05% 85.18%

21.95% 14.82%

0 10 20 30 40 50 60 70 80 0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 58
The impact of social media review on
online purchasing behavior (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Yes No

25 35
to to
34 44
85.33% 78.26%

14.67% 21.74%

83.26% 87.25%

16.74% 12.75%

0 20 40 60 80 100 0 20 40 60 80 100

45 55
to to
54 64
80.28% 65.96%

19.72% 34.04%

81.97% 76.19%

18.03% 23.81%

0 20 40 60 80 100 0 10 20 30 40 50 60 70 80

65+

77.78%

22.22%

50%

50%

0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 59
Applicability of checking online customer
reviews before online purchasing
A majority of online shoppers in Sri Lanka, accounting for 61.39%, rely on online reviews when dealing
with unknown or small-scale companies/service providers. Additionally, 43.20% of users looking for
online reviews when making their purchase for a product first time.

Note: The data was collected through a Multiple Choice Question

I check online reviews when the company/ 61.39%
service provider is unknown or small in scale
I check online reviews when I purchase
a product for the first time 43.20%
I check online reviews
when the product is expensive 41.72%
I check online reviews only
if it is an online purchase 37.87%
I rarely check online customer reviews 17.35%
I do not check online customer reviews at all 3.85%
Others 0.62%
0 10 20 30 40 50 60 70 80

Age & Gender-Based Analysis

Others I rarely check online customer reviews I do not check online customer reviews at all

I check online reviews when I check online reviews when thecompany/service provider
the product is expensive is unknown or small in scale

I check online reviews when I purchase I check online reviews only if it is an online purchase
a product for the first time.

13 18
to to
17 24
0% 0.74%
23.81% 15.59%
0% 2.72%
45.24% 42.57%
40.48% 59.9%
45.24% 37.62%
28.57% 38.57%

0% 0.27%
13.51% 15.76%
5.41% 3.53%
45.95% 43.75%
62.16% 60.6%
54.05% 52.17%
37.84% 42.66%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 60
Applicability of checking online customer reviews
before online purchasing (Cont’d)
Age & Gender-Based Analysis (Cont’d)
Others I rarely check online customer reviews I do not check online customer reviews at all

I check online reviews when I check online reviews when thecompany/service provider
the product is expensive is unknown or small in scale

I check online reviews when I purchase I check online reviews only if it is an online purchase
a product for the first time.

25 35
to to
34 44
1.48% 0%
18.15% 20.29%
2.59% 7.25%
38.89% 44.93%
67.41% 66.67%
40.37% 36.23%
34.81% 42.75%

0.45% 0%
16.29% 18.56%
4.52% 5.15%
40.27% 32.99%
68.33% 54.64%
47.06% 45.36%
35.29% 37.11%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
1.67% 0%
16.67% 25%
3.33% 4.55%
46.67% 40.91%
60% 56.82%
31.67% 36.36%
28.33% 38.64%

1.82% 0%
16.36% 27.78%
7.27% 5.56%
41.82% 38.89%
43.64% 55.56%
54.55% 27.78%
36.36% 38.89%
0 10 20 30 40 50 60 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 61
Applicability of checking online customer reviews
before online purchasing (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others I rarely check online customer reviews I do not check online customer reviews at all

I check online reviews when I check online reviews when thecompany/service provider
the product is expensive is unknown or small in scale

I check online reviews when I purchase I check online reviews only if it is an online purchase
a product for the first time.

65+
0%
37.5%
12.5%
25%
50%
25%
25%

0%
50%
0%
50%
50%
0%
0%

0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 62
The Most Popular Online
Payment Methods
Almost half of online shoppers in Sri Lanka, specifically 48.23%, express a preference for the Cash on
Delivery method when buying products or services online, a slight decrease from 50% last year. Mean-
while, 39.66% of them favor Debit/Credit Cards, marking a significant increase from 27% the previous
year.

0.62% 1.14%
1.35%

8.99%
e-wallets/e-money apps
Installment payments

Paypal
48.23% Online Bank Transfers

39.66% Debit/credit card

Cash on Delivery

Age & Gender-Based Analysis

Paypal Online Bank Transfers Installment payments

e-wallets/e-money apps Debit/credit card Cash on Delivery

13 18
to to
17 24
2.08% 1.18%
6.25% 9.91%
0% 1.18%
0% 1.42%
14.58% 44.81%
77.08% 45.51%

0% 1.01%
4.88% 11.81%
0% 0.75%
0% 0.25%
29.27% 37.44%
65.85% 48.74%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 63
The Most Popular Online
Payment Methods (Cont’d)
Age & Gender-Based Analysis (Cont’d)
Paypal Online Bank Transfers Installment payments

e-wallets/e-money apps Debit/credit card Cash on Delivery

25 35
to to
34 44
0.33% 1.86%
7.67% 8.7%
1.33% 1.24%
1% 0%
45.67% 42.86%
44% 45.34%

1.26% 0.98%
7.53% 11.76%
0.84% 1.96%
0.42% 0%
37.24% 26.47%
52.72% 58.82%
0 10 20 30 40 50 60 0 10 20 30 40 50 60

45 55
to to
54 64
4.23% 6.38%
5.63% 4.26%
1.41% 4.26%
1.41% 0%
42.25% 38.3%
45.07% 46.81%

3.28% 0%
8.2% 0%
1.64% 0%
0% 0%
36.07% 33.33%
50.82% 66.67%
0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 80

65+
0%
11.11%
0%
0%
55.56%
33.33%

0%
0%
0%
0%
50%
50%
0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 64
Provincial Analysis
The Most Popular Online Payment Methods

Cash on Delivery Debit/credit card e-wallets/e-money apps

Installment payments Online Bank Transfers Paypal

Central Province Eastern Province NorthCentral Province

47.24% 38.03% 57.42%

39.2% 43.66% 30.97%

0% 1.41% 0.65%

1.51% 2.82% 0.65%

9.05% 11.27% 10.32%

3.02% 2.82% 0%

0 10 20 30 40 50 0 10 20 30 40 50 0 10 20 30 40 50 60

Northern Province NorthWestern Province Uva Province

50.65% 45.7% 44.37%

31.17% 39.25% 44.37%

1.3% 1.61% 0.66%

1.3% 0.54% 0%

11.69% 11.83% 10.6%

3.9% 1.08% 0%

0 10 20 30 40 50 60 0 10 20 30 40 50 0 10 20 30 40 50

Southern Province Sabaragamuwa Province Western Province

46.54% 56% 47.04%

38.46% 34.5% 43.68%

0.38% 1% 0.32%

1.15% 0.5% 1.6%

12.31% 7.5% 5.92%

1.15% 0.5% 1.44%

0 10 20 30 40 50 0 10 20 30 40 50 60 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 65
The Rise of Solopreneurship
in Sri Lanka

Udara Dharmasena
Vice President - Client Success
Meta ASP

In recent years, a transformative shift has unfolded in Sri Lanka, altering the career landscape as a growing
number of individuals recognize the immense potential of online income generation. This wave is propelling
talented individuals toward solopreneurship, with over 1001 avenues available for making money online. The
trend is not isolated; the nation's economic conditions are pivotal in driving individuals toward alternative paths
for financial success.

Sri Lanka, like many nations, grapples with economic challenges that impact traditional employment
opportunities. Factors such as government-enforced new taxes, inflation, unemployment, and global
economic fluctuations create uncertainty in the workforce. In this climate, solopreneurship becomes
increasingly appealing as people seek autonomy, flexibility, and the unlimited growth potential of the online
world.

A primary catalyst for the surge in solopreneurship is the realization that the Internet offers a vast marketplace.
From freelancing and e-commerce to content creation and digital marketing, opportunities abound. The digital
landscape levels the playing field, allowing individuals from diverse backgrounds to showcase their skills
without a traditional physical presence.

The rise of remote work and the gig economy further fuels the solopreneurial spirit. As traditional employment
structures evolve, individuals leverage their unique skills in the online marketplace, reshaping individual career
paths and contributing to the nation's economic resilience.

However, embarking on a solopreneurial journey in Sri Lanka poses challenges. Complex economic factors
such as currency fluctuations, access to reliable internet infrastructure, and the need for financial stability in an
uncertain climate impact the success of online ventures.

Despite challenges, the growing awareness of online opportunities and the desire for financial independence
drive many talented individuals to embrace solopreneurship. Tapping into a global market and the flexibility to
work on diverse projects provide an appealing alternative to traditional employment.

The rising tide of solopreneurship in Sri Lanka reflects the resilience and creativity of its people amid economic
challenges. As individuals discover diverse ways to make money online, the traditional career landscape
undergoes a profound transformation at the intersection of talent, technology, and economic conditions.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 66
Small Island, Big Ambitions:
Should all Local Brands Start to Integrate
AI within their Digital Marketing Strategy?

Stephan Johnson
Senior Manager – Digital
Hemas Consumer Brands

Artificial Intelligence, commonly known as AI, is one of the main buzzwords in digital marketing today and has
been quite a hot topic in the past few years. Should every local brand or company start using it?

With digital marketing growing to be a pivotal aspect of every marketing strategy for any brand or company,
the importance of it will only grow year on year. A common assumption by some companies and marketing
teams is that AI can play this role and should be the crowning glory of every campaign. The use of AI has
revolutionized digital marketing and enhanced digital marketers to execute effective and creative campaigns.
The common misconception is that AI is easy to access and easy to use. This is the opposite; AI is only as
effective and powerful as the inputs and commands that they are given and it’s not exactly a walk in the park.

In my opinion, I don’t think that every brand should always adopt and use AI within their digital marketing
strategy. Although AI will by far be one of the most prominent digital trends for 2024, this does not mean that
you should blindly integrate it with the strategy. It might make more sense to focus on general digital marketing
with a simple AI integration.

AI has completely transformed from what it was just a year back. There is an absolute abundance of outcomes
AI can bring into a strategy. Companies today are aiming to execute something that is “one of a kind”, “Unique”
and or mostly used “out of the box.” AI may not always be the answer to this. The use of AI should be seamlessly
integrated into one’s digital strategy, not with the intent to be solely dependent on it but to be incorporated in
a way that will help enhance and create a unique touchpoint that will create a personalized connection with
customers and brands.

Image and video generation sites and tools as we know have been popping up monthly and this is brilliant but
anyone who has dabbled with these also knows it’s not exactly a walk in the park easy to get the outcome that
we finally publish or use for a campaign. You still have an individual who is typing in maybe even more than 50
prompts to get the outcome and sometimes even at that it still needs a designer to adjust it to incorporate a
more brand-friendly output. Yes, it may save some time and help curate a lovely visual/video as the end result
but if this is not seamlessly integrated into one’s strategy and executed to the correct audience it will still sit as
another piece of everyday content.

Artificial Intelligence will help digital marketers think differently and push strategists to incorporate and create
more personalized consumer connections and this is what will help a brand stand out from the everyday digital
campaign.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 67
 WEB & MOBILE
APP USAGE
BEHAVIOR

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
App Installation Vs. Actual App Usage
(Note: Social Media Applications Are Not Considered)

On average 58.34% of the internet users in Sri Lanka stated using 1-5 Mobile apps, along with social
media apps, at least twice a week from their installed apps. Meanwhile, 27.46% use 6-10 mobile apps,
and 8.84% use 11-15 mobile apps. This data is similar to the behavior observed last year.

2.62% 2.75%

8.84%

01 to 05
06 to 10

58.34% 11 to 15
27.46%
16 - 20

More than 20

Age & Gender-Based Analysis

More than 20 16 - 20 11 to 15

06 to 10 01 to 05

13 18
to to
17 24
1.67% 4.54%
10% 3.3%
8.33% 11.13%
30% 34.23%
50% 46.8%

1.43% 2.41%
1.43% 2.63%
5.71% 9.41%
21.43% 23.85%
70% 61.71%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 69
App Installation Vs. Actual App Usage (Cont’d)
Age & Gender-Based Analysis (Cont’d)

More than 20 16 - 20 11 to 15

06 to 10 01 to 05

25 35
to to
34 44
2.36% 1.08%
2.95% 2.69%
11.8% 10.22%
26.84% 31.72%
56.05% 54.3%

2.17% 2.52%
1.81% 0.84%
7.94% 1.68%
27.44% 30.25%
60.65% 64.71%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
3.09% 2.38%
1.03% 1.19%
8.25% 2.38%
30.93% 19.05%
56.7% 75%

2.38% 5.41%
2.38% 0%
3.57% 10.81%
19.05% 10.81%
72.62% 72.97%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

65+
0%
4.55%
0%
13.64%
81.82%

7.14%
0%
0%
7.14%
85.71%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 70
Usage of Paid Subscription Services
The Analysis of Paid Subscription among Sri Lankan internet users: YouTube Premium Leads at
32.98%, Followed by 19.98% on Spotify and 17.75% on Netflix. Other Services Include Uber One
(11.19%), Apple Music (9.72%), and Amazon Premium (3.10%). Additionally, 12.54% of Internet Users
Have Yet to Subscribe to Any Paid Services

Note: The data was collected through a Multiple Choice Question

YouTube Premium 32.98%

Spotify 19.98%
Netflix 17.75%
PickMe Pass 13.65%
Not using any subscription 12.54%
Uber One 11.19%
Apple Music 9.72%
Other 6.44%
Amazon Premium 3.10%
0 5 10 15 20 25 30 35
Age & Gender-Based Analysis
Others YouTube Premium Uber One

Spotify PickMe Pass not using paid subcriptions

Netflix Apple Music Amazon Premium

13 18
to to
17 24
4.65% 9.17%
32.56% 32.22%
6.98% 10%
30.23% 31.67%
11.63% 10.83%
13.95% 8.61%
13.95% 19.44%
16.28% 11.94%
0% 4.72%

7.41% 4.18%
35.19% 35.52%
3.7% 11.94%
22.22% 19.4%
7.41% 15.82%
14.81% 7.46%
16.67% 17.01%
7.41% 7.46%
1.85% 1.49%
0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 35 40

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 71
Usage of Paid Subscription Services (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others YouTube Premium Uber One

Spotify PickMe Pass not using paid subcriptions

Netflix Apple Music Amazon Premium

45 55
to to
54 64
7.25% 6.78%
26.09% 25.42%
11.59% 3.39%
11.59% 15.25%
24.64% 20.34%
13.04% 28.81%
15.94% 15.25%
8.7% 3.39%
4.35% 0%

3.23% 10.53%
30.65% 15.79%
11.29% 5.26%
9.68% 15.79%
12.9% 26.32%
32.26% 42.11%
9.68% 10.53%
11.29% 0%
1.61% 5.26%
0 5 10 15 20 25 30 35 0 10 20 30 40 50

65+
6.67%
20%
0%
6.67%
13.33%
46.67%
6.67%
0%
0%

0%
30%
0%
0%
10%
50%
10%
0%
0%
0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 72
What is the most prominent digital
trend you anticipate in 2024?

Gamika De Silva
Group Cheif Marketing Officer
Janashakthi Group

To begin with, it's crucial to emphasize that I am unequivocally a brand marketer. Frankly, I am a proponent of
transitioning from the notion of 'Digital Marketing' to 'Marketing in a Digital Era.' I firmly believe that marketing
should embrace a holistic approach that goes beyond the mere utilization of digital platforms.

2024 will be a pivotal year for marketers, marked by numerous trends influencing how brands engage with their
audiences. We already have three powerful tools; Social Media, Web and Digital, which will continue to evolve.

The social media landscape of course will change with neo-demographics and evolving user behaviours. It is
not just about likes and shares anymore. Also, Marketers now have to adopt strategies for each platform,
ensuring brands stay relevant and engaging across the digital social sphere.

The web, particularly through SEO and SEM, plays a crucial role in brand discovery. It serves as one of the
primary gateways for consumers searching and learning about brands. A robust, optimized web presence has
become vital for strategically positioning brands. Sometimes, a strong search engine presence is also
associated with a sense of respect for the brand.

The third is ‘digital’ or digital tools that enhance marketing efforts, and it is rapidly advancing with AI: This
technology can provide unparalleled insights into consumer behaviour for precise targeting and
personalization. Brands aiming to stay ahead in the competitive market must embrace AI-driven strategies and
leverage big data analytics.

Now with the evolution of these key areas, I anticipate three main trends that will become prominent this year:

#1 - The blend of technology with creativity

Currently, marketing in the digital space is dominated by algorithmic communications. However, relying solely
on algorithm-based strategies is no longer sufficient. Brands are now harnessing the power of creativity more
and more, as evidenced by the growing investment in Creative Directors by digital marketing agencies. Striking
the right balance between data-driven insights and innovative storytelling will be crucial.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 73
#2 - More synergy between Big Data and AI
The synergy between Big Data and AI is set to redefine and enhance the precision of marketing efforts.
Despite being a controversial subject, recent advancements in AI, including voice recognition, have
significantly evolved. Combining AI capabilities with insights from consumer behavioural patterns through Big
Data will allow marketers to engage with customers personally.

#3 Privacy, Data Protection, and Regulatory Enhancements

As digital capabilities expand, the demand for robust privacy and data protection measures will also increase.
Marketers will need to navigate the evolving landscape of regulations and proactively implement measures to
safeguard consumer data. There will be a push for more ethical and transparent practices in data collection as
well.

In conclusion, we exist in an environment where people's attention spans are shrinking, and the abundance of
noise can be overwhelming. Consequently, traditional one-sided communications are no longer effective.
Marketers must break through the noise through an integrated communications.

plan that utilizes digital tools while harnessing the power of creativity and technology to ensure their brand
remains relevant. Ultimately, a brand's relevancy will determine its success or failure.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 74
 INTERNET
USER
BEHAVIOUR

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
The Current Internet Service Provider/s
The majority of internet users in Sri Lanka, approximately 63.41%, use Dialog as their internet service
provider. Following closely, 47.06% use SLT Mobitel, 14.29% opt for Hutch, 9.22% choose Airtel, and
1.07% utilize Lanka Bell.

Note: The data was collected through a Multiple Choice Question

Dialog 63.41%

SLT Mobitel 47.06%

Hutch 14.29%

Airtel 9.22%

Lanka Bell 1.07%

0 10 20 30 40 50 60 70 80

Age & Gender-Based Analysis

SLT Mobitel Lanka Bell Hutch

Dialog Airtel

13 18
to to
17 24
30% 44.54%
1.67% 1.03%
16.67% 21.65%
65% 65.15%
10% 12.78%

45.71% 44.42%
0% 0.44%
12.86% 12.91%
52.86% 64.11%
2.86% 10.94%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 76
The Current Internet Service Provider/s (Cont’d)
Age & Gender-Based Analysis (Cont’d)

SLT Mobitel Lanka Bell Hutch

Dialog Airtel

25 35
to to
34 44
49.26% 48.92%
2.36% 1.08%
13.86% 13.98%
62.83% 68.28%
11.5% 7.53%

51.26% 47.06%
1.08% 1.68%
11.91% 5.88%
57.04% 64.71%
7.58% 4.2%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
51.55% 57.14%
1.03% 0%
15.46% 10.71%
62.89% 72.62%
3.09% 4.76%

42.86% 48.65%
0% 2.7%
11.9% 5.41%
65.48% 67.57%
5.95% 8.11%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

65+
36.36%
0%
4.55%
59.09%
4.55%

85.71%
0%
0%
21.43%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 77
Most Preferred Internet Service Provider
Dialog emerges as the preferred internet service provider for 47.83% of internet users in Sri Lanka,
followed by SLT Mobitel with a 37.02% preference. Hutch claims an 8.67% share, while Airtel secures a
6.13% preference among users.

6.13%

Airtel
Dialog
37.02%
Hutch
47.83%
Lanka Bell

SLT Mobitel
0.34%
8.76%

Age & Gender-Based Analysis

SLT Mobitel Lanka Bell Hutch

Dialog Airtel

13 18
to to
17 24
23.33% 32.78%
0% 0.21%
11.67% 12.58%
56.67% 46.39%
8.33% 8.04%

48.57% 36.11%
0% 0.44%
7.14% 8.32%
44.29% 48.14%
0% 7%

0 10 20 30 40 50 60 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 78
Most Preferred Internet Service Provider (Cont’d)
Age & Gender-Based Analysis (Cont’d)

SLT Mobitel Lanka Bell Hutch

Dialog Airtel

25 35
to to
34 44
37.46% 34.95%
0.59% 0%
8.26% 6.99%
45.72% 52.69%
7.96% 5.38%

40.43% 42.02%
0.72% 0%
8.3% 4.2%
44.4% 51.26%
6.14% 2.52%

0 10 20 30 40 50 0 10 20 30 40 50 60

45 55
to to
54 64
38.14% 45.24%
1.03% 0%
7.22% 5.95%
50.52% 46.43%
3.09% 2.38%

29.76% 43.24%
0% 0%
5.95% 10.81%
59.52% 49.95%
4.76% 0%

0 10 20 30 40 50 60 0 10 20 30 40 50

65+
40.9%1
0%
4.55%
50%
4.55%

85.71%
0%
0%
14.29%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
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Page 79
Avg time spent on social
media platforms
The below Data shows the average time Sri Lankan internet users spend on various social media
platforms. According to our research, users spend approximately 46.1 minutes per day on Facebook,
54.3 minutes on Instagram, 18.7 minutes on YouTube, and 28.1 minutes on TikTok. It's remarkable that
Instagram surpasses other platforms in terms of user engagement.

147.5 2.45
Minutes per day Hours per day

46.1 18.7
Minutes Minutes

Average Daily Minutes Average Daily Minutes

Spent On Facebook Spent On YouTube

54.3 28.1
Minutes Minutes

Average Daily Minutes Average Daily Minutes

Spent On Instagram Spent On Tiktok

Digital Outlook Sri Lanka 2024 - AnnualAnnual Market

Market Insight
Insight Report
Report
by the Asia Pacific Institute of Digital Marketing
the Department of Marketing Management,
Marketing in
in collaboration
Management, University
collaboration with
University of
with
of Kelaniya
Kelaniya
Page
Page 95
80
Unveiling the Power of Data AI:
Anticipated Trends in Sri Lanka for 2024

Eranda Adikari
Head – Data Insight, ICT BU,
Dialog Enterprise

Embarking on 2024, the intersection of data and artificial intelligence (AI) takes on a distinct spotlight in the
global as well as Sri Lankan context.

AI's evolution is intricately linked with unlocking the potential of data and anticipating breakthroughs in natural
language processing, predictive analytics, and prescriptive analytics. The integration of AI with big data is set
to revolutionize decision-making processes, enabling organizations to extract deeper, culturally relevant
insights from their data repositories.

In addition, the anticipated adoption of 5G technology in Sri Lanka for 2024 converges with the data AI
narrative. Beyond faster connectivity, 5G's low latency and high bandwidth capabilities will catalyze the
seamless exchange of data, fostering AI applications in real time. This synergy marks a new era, where data is
not only abundant but instantly accessible, aligning with Sri Lanka's digital aspirations.

On the other hand, businesses are gearing up to leverage data AI for competitive advantages, aligning with
the country's economic goals. Industries are witnessing a paradigm shift where the synergy between data and
AI is not just a global trend but a strategic imperative for the digital future.

However, the data AI renaissance in Sri Lanka comes with its set of challenges. Ensuring ethical data use, and
data quality, overcoming biases in AI algorithms with local relevance, and navigating the country's regulatory
landscape are critical considerations. Striking between innovation and responsible data practices becomes
imperative as Sri Lanka embraces the data AI surge.

To cater for the demand for Data & AI, it’s required to build the skills and capabilities among the workforce.
New job roles like data scientists, data translators, ML engineers, and data analysts have emerged in the
market during the last few years to cater for the analytics requirements in the market.

On the other hand, it’s quite important to drive digitization to capture quality data to make the right decision
at the right time. Organizations should not limit their data space to internal datasets and should be exposed to
the 2nd party and 3rd party data to increase the accuracy of the decision-making processes.

In the data-driven AI renaissance of 2024, the anticipated trends pave the way for a transformative digital
narrative in Sri Lanka. Insights become sharper, connections faster, and innovation aligns seamlessly with the
country's goals. As Sri Lanka steps into this era, the convergence of data and AI unfolds as a powerful force,
shaping a dynamic digital landscape tailored for the nation's unique context.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 81
 Live
Streaming
Viewers’
Behavior

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
The status of live
streaming viewership
Almost half of the internet users in Sri Lanka 49.46%, now watch live streaming videos, a bit less than
last year's 56%. On the other side, 50.44% don't watch live videos, which is up from 44% last year.

No

Yes

49.46% 50.54%

Age & Gender-Based Analysis

Yes No

13 18
to to
17 24
66.67% 65.15%

33.33% 34.85%

37.14% 41.36%

62.86% 58.64%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 83
The status of live
streaming viewership(Cont’d)
Age & Gender-Based Analysis (Cont’d)

Yes No

25 35
to to
34 44
61.36% 51.08%

38.64% 48.92%

38.63% 48.74%

61.37% 51.26%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

45 55
to to
54 64
47.42% 34.52%

52.58% 65.48%

26.19% 29.73%

73.81% 70.27%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

65+

22.73%

77.27%

7.14%

92.86%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 84
The Most Popular Live Streaming
Video Platforms
More people are into live streaming now, with 71% watching on Facebook (up from 47% last year) and
70.16% watching in on YouTube live (from 27% last year). It's a big jump for both! Also, users are
watching out live videos on TikTok, Instagram, and LinkedIn

Note: The data was collected through a Multiple Choice Question

Facebook Live 71.03%

YouTube Live 70.16%

TikTok Live 17%

Instagram Live 14.40%

LinkedIn Live 1.91%

0 10 20 30 40 50 60 70 80

Age & Gender-Based Analysis

YouTube Live TikTok Live LinkedIn Live

Instagram Live Facebook Live

13 18
to to
17 24
75% 73.1%
35% 20.89%
0% 1.9%
7.5% 16.14%
57.5% 73.1%

73.08% 67.72%
19.23% 15.87%
0% 0%
11.54% 22.22%
53.85% 62.43%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 85
The Most Popular Live Streaming
Video Platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)
YouTube Live TikTok Live LinkedIn Live

Instagram Live Facebook Live

25 35
to to
34 44
70.67% 66.32%
19.71% 13.68%
2.4% 5.26%
13.46% 12.63%
81.73% 81.05%

66.36% 70.69%
14.95% 10.34%
3.74% 3.45%
18.69% 6.9%
62.62% 70.69%

0 20 40 60 80 100 0 20 40 60 80 100

45 55
to to
54 64
63.04% 86.21%
0% 6.9%
0% 0%
0% 0%
76.09% 58.62%

59.09% 72.73%
13.64% 0%
0% 0%
13.64% 0%
77.27% 54.55%

0 10 20 30 40 50 60 70 80 0 20 40 60 80 100

65+
60%
0%
0%
0%
60%

100%
0%
0%
0%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 86
The average live streaming watch
time on social media
The majority of live streaming viewers, accounting for 54.99%, prefer live videos under 15 minutes.
Additionally, 25.50% watch for 15-30 minutes, and 12.75% extend their viewing time between 30
minutes to 1 hour

25.50%
Below 15 minutes
More than 2 hours

1 hour - 2 hours
54.99%
30 minutes - 1 hour
12.75%
15 - 30 minutes

4.08%
2.69%

Age & Gender-Based Analysis

More than 2 hours 1 hour - 2 hours 30 minutes - 1 hour

15 - 30 minutes Below 15 minutes

13 18
to to
17 24
2.5% 1.27%
2.13% 25.53%
5% 8.86%
27.5% 27.85%
62.5% 58.23%

7.69% 5.29%
4.26% 34.04%
19.23% 21.69%
23.08% 24.87%
42.31% 39.68%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 87
The average live streaming watch time
on social media (Cont’d)
Age & Gender-Based Analysis (Cont’d)
More than 2 hours 1 hour - 2 hours 30 minutes - 1 hour

15 - 30 minutes Below 15 minutes

25 35
to to
34 44
1.44% 1.05%
6.38% 4.26%
10.1% 9.47%
25% 28.42%
62.02% 58.95%

7.48% 1.72%
12.77% 6.38%
17.76% 12.07%
27.1% 18.97%
42.06% 62.07%

0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

45 55
to to
54 64
2.17% 0%
2.13% 2.13%
6.52% 17.24%
23.91% 13.79%
65.22% 65.52%

0% 0%
0% 0%
27.27% 0%
22.73% 9.09%
50% 90.91%

0 10 20 30 40 50 60 70 80 0 20 40 60 80 100

65+
0%
0%
20%
20%
60%

0%
0%
0%
100%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 88
 AI PLATFORM
USAGE
BEHAVIOUR

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
Mostly Used AI Platforms
50,74% of the internet users in Sri Lanka is using ChatGPT 3.5 (Free), while 13.79% of the users are
using Google Bard, 6.68% of the users are using paid ChatGPT 4. However, 23.85% of the internet
users are not any AI Based Platforms.
0.61% 1.56%
2.34%
0.43%
6.68%
Others

DALL E2

13.79% Midjourney

Ai-powered Microsoft Bing

50.74%
ChatGPT 4 (Paid)

Google Bard
I am not using any
23.85%
ChatGPT 3.5 (Free)

Age & Gender-Based Analysis

Others Midjourney I am not using any

Google Bard DALL E2 ChatGPT 4 (Paid)

ChatGPT 3.5 (Free) Ai-powered Microsoft Bing

13 18
to to
17 24
0% 1.58%
0% 3.8%
45% 11.39%
15% 15.19%
2.5% 0.63%
0% 8.23%
37.5% 56.33%
0% 2.85%

0% 0%
0% 0%
42.31% 15.34%
7.69% 13.23%
0% 0.53%
0% 3.17%
46.15% 66.14%
3.85% 1.59%
0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 90
Mostly Used AI Platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Midjourney I am not using any

Google Bard DALL E2 ChatGPT 4 (Paid)

ChatGPT 3.5 (Free) Ai-powered Microsoft Bing

25 35
to to
34 44
0% 0%
1.92% 1.05%
23.08% 32.63%
13.94% 10.53%
0.96% 0%
8.65% 14.74%
47.12% 40%
4.33% 1.05%

0% 0%
0.93% 0%
26.17% 36.21%
15.89% 15.52%
0% 0%
6.54% 5.17%
47.66% 43.1%
2.8% 0%
0 10 20 30 40 50 0 10 20 30 40 50

45 55
to to
54 64
0% 0%
0% 0%
43.48% 51.72%
8.7% 17.24%
0% 0%
2.17% 0%
45.65% 27.59%
0% 3.45%

0% 0%
0% 0%
40.91% 63.64%
9.09% 0%
4.55% 0%
4.55% 0%
40.91% 36.36%
0% 0%
0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 91
Mostly Used AI Platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Others Midjourney I am not using any

Google Bard DALL E2 ChatGPT 4 (Paid)

ChatGPT 3.5 (Free) Ai-powered Microsoft Bing

65+
0%
0%
40%
40%
0%
0%
20%
0%

0%
0%
0%
0%
0%
100%
0%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 92
Provincial Analysis
Mostly Used AI Platforms
Ai-powered Microsoft Bing ChatGPT 3.5 (Free) ChatGPT 4 (Paid)

DALLE 2 Google Bard I am not using any

Midjourney Others

Central Province Eastern Province NorthCentral Province

2.33% 2.04% 2.47%

47.29% 51.02% 46.91%

6.2% 8.16% 11.11%

0.78% 0% 0%

19.38% 14.29% 14.81%

21.71% 20.41% 22.22%

1.55% 4.08% 2.47%

0.78% 0% 0%
0 10 20 30 40 50 0 10 20 30 40 50 60 0 10 20 30 40 50

Northern Province NorthWestern Province Uva Province

1.96% 1.8% 0%

64.71% 59.46% 51.46%

13.73% 5.41% 11.65%

0% 0% 0.97%

9.8% 14.41% 15.53%

7.84% 18.02% 17.48%

1.96% 0% 1.94%

0% 0.9% 0.97%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 0 10 20 30 40 50 60

Southern Province Sabaragamuwa Province Western Province

1.86% 2.42% 3.49%

52.8% 49.19% 47.38%

4.35% 7.26% 4.36%

1.86% 0% 0.58%

14.29% 12.9% 11.34%

24.22% 25.81% 30.81%

0.62% 1.61% 1.74%

0% 0.81% 0.29%
0 10 20 30 40 50 60 0 10 20 30 40 50 0 10 20 30 40 50

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 93
Main Purpose of Using AI Platforms
47.09% of the internet users in Sri Lanka are using AI Platforms for educational purpose, while 11.71% of
the users are using only for office purpose, 17.17% of the users are using for Personal purpose

0.09%
11.71%

Personal and official

For office purposes
17.17%
47.09% For personal purposes

I am not using any

For educational purposes

32.94%

Age & Gender-Based Analysis

Personal and official For educational purposes For personal purposes

For office purposes I am not using any

13 18
to to
17 24
0% 0%
37.5% 56.33%
25% 19.62%
2.5% 11.39%
35% 12.66%

0% 0%
50% 69.31%
7.69% 9.52%
0% 6.35%
42.31% 14.81%

0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
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Page 94
Main Purpose of Using AI Platforms (Cont’d)
Age & Gender-Based Analysis (Cont’d)

Personal and official For educational purposes For personal purposes

For office purposes I am not using any

25 35
to to
34 44
0% 0%
40.87% 21.05%
17.31% 27.37%
16.83% 17.89%
25% 33.68%

0% 0%
49.53% 36.21%
19.63% 8.62%
5.61% 17.24%
25.23% 37.93%

0 10 20 30 40 50 0 5 10 15 20 25 30 35 40

45 55
to to
54 64
0% 3.45%
23.91% 17.24%
21.74% 17.24%
19.57% 6.9%
34.78% 55.17%

0% 0%
31.82% 27.27%
4.55% 0%
22.73% 9.09%
40.91% 63.64%

0 10 20 30 40 50 0 10 20 30 40 50 60 70 80

65+
0%
0%
40%
20%
40%

0%
100%
0%
0%
0%

0 20 40 60 80 100

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 95
AI’s Rise in the
Digital Marketing Arena

Vachintha Piyadasa
Manager – Digital Communications
Nestle Lanka Ltd.

Artificial Intelligence will continue its growth at a significant rate not just as a stand-alone technology, but as an
integrated tool into many aspects of our daily lives. The application of AI can be clearly seen in virtual assistants
to autonomous vehicles, recommendation systems, medical diagnostic tools, and various aspects of Digital
Marketing.

AI is rapidly transforming and redefining Digital Marketing by injecting automation, personalization, and
generating powerful insights. This results in boosting efficiency and effectiveness to gain the ever-elusive
competitive edge.

How does AI redefine Digital Marketing?

Hyper-Targeted Advertising
This is a key aspect of personalization. This way, the content morph to resonate with each individual viewer. AI's
data-crunching abilities allow laser-sharp targeting, pinpointing your ideal customers based on demographics,
interests, online behaviour, and even real-time emotions. This means your ads are no longer broadcasted into
the void. But personalized to capture attention and drive conversions.

Content Creation and Curation

AI tools are now used to create content, saving time, money, and resources. Natural Language Processing
(NLP) allows AI to now create human-like, realistic content that could be used across platforms. Also, you can
consider this as having a tireless content creator at your disposal 24/7!

Campaign Optimization
Real-time analytics and generative AI is a great way to analyze performance data in real-time and optimize
campaigns by making data-driven decisions faster. Further to this, Automated bidding, ad placement, and
audience targeting enhance the efficiency of ad spend, ensuring better ROI.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 96
Search Engine Optimization
SEO is a key driver to maintain a healthy Share of Search (SOS) against competition. Share of Search shows
your brand’s visibility in Organic Search versus competition. Adopting AI-based approaches helps understand
search engine algorithms and optimize content for better rankings. Another state-of-the-art technique is
voice search and image recognition technologies, which also impact SEO strategies, requiring marketers to
adapt to new search trends.

Predicting the Unpredictable

Traditionally, the future was known to be unpredictable. Should it continue that way as we leap our way
forward? No. It should no longer be a mystery. With AI's advanced analytical prowess, we can now anticipate
customer behaviour, predict campaign performance, and even identify potential churn before it happens. This
foresight allows you to optimize your strategies on the fly and stay ahead of the curve.

Research in AI continues to advance. With topics like explainable AI, quantum computing, and reinforcement
learning, AI will heavily impact various industries and domains. Its role in Digital Marketing will bring further
innovations and improvements in how businesses connect with their audiences online. Marketers who embrace
and integrate AI technologies into their strategies are better positioned to stay competitive and achieve
measurable results.

AI is a tool, not a magic wand. Its effectiveness depends on how you leverage it. With the right approach, AI can
be your secret weapon in the digital marketing arena, helping you craft winning campaigns, forge deeper
customer connections, and dominate the ever-evolving online landscape.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 97
 MOST
VISIBLE
BRANDS
ONLINE

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
Most Visible Brands Online

Fashion & Apparel

1 2 3

Moose Clothing Carnage Gflock

4 5 6

Odel Kellyfeldera Chenara Dodgea

7 8 9

Zigzag Mimosa Chanel

10 10

Arienti Cool Planet

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Most Visible Brands Online

E- Commerce & Marketplace platforms

1 2 3

Daraz Ali Express Uber

4 5 6

Pickme Ebay Ikman

7 8 9

Uber Eats Kapruka Alibaba

10

Spotify

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Most Visible Brands Online

Food and Beverage

1 2 3

Pizza Hut Coca-Cola KFC

4 5 6

Maliban Munchee Maggi

7 8 9

Domino’s Pizza Mr.Koththu McDonald’s

10 10

ìl
Prima KottuMee Bika

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Most Visible Brands Online

Electronics and Consumer Durables

1 2 3

Apple Samsung Dell

4 5 6

Singer Abans Softlogic

7 8 9

Sony Asus CameraLK

10 10

Chama Computers MSI

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
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Page 102
Most Visible Brands Online

Personal Care, Beauty & Cosmetics

1 2 3

Spa Ceylon Janet Signal

4 5 6

Lux Dove Ezthera

7 8 9

Viana Oriflame Lifebuoy

10 10

Bilesma Luv Esence

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Most Visible Brands Online

Service Brands

1 2

Dialog SLT Mobitel

3 4

Airtel Hutch

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Page 104
Most Visible Brands Online

Uncategorized

1 2 3

Keells Unilever Nestle

4 5 6

Toyota DSI Cargills

7 8 9

Hiru TV Sirasa TV Atlas

10

Derana

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Page 105
Revolutionizing Performance Marketing:
The AI and Automation Paradigm
in Video Advertising

Gayathri Seneviratne
Country Director
3P Media, Sri Lanka
Google’s official media representative in Sri Lanka for Google & YouTube Ads

Video advertising has been traditionally positioned as a very effective platform for branding. Dynamic motion
video and visual elements really help bring brands to life and it was a pivotal moment in the history of the digital
advertising landscape.

Until they married it with AI. Now, it has become revolutionizing.

In the ever-evolving landscape of digital marketing, the convergence of performance marketing and video
advertising has become a catalyst for innovation. At the forefront of this revolution lies the integration of
artificial intelligence (AI) and automation, reshaping the way businesses connect with their target audience. As
we navigate this dynamic terrain, understanding the transformative role of AI in optimizing video advertising
campaigns is not just advantageous; it's imperative.

The Power of Personalization

AI has empowered marketers with the capability to tailor content with unprecedented precision. In video
advertising, this translates to creating personalized experiences that resonate with individual viewers. Machine
learning algorithms analyze vast datasets to decipher consumer preferences, allowing advertisers to deliver
content that is not just seen but genuinely appreciated. From recommended products to personalized
storytelling, AI-driven video advertising ensures that every viewer feels like the campaign was crafted
exclusively for them.

Precision Targeting for Maximum Impact

One of the game-changing aspects of AI in video advertising is its ability to enhance targeting strategies.
Automation tools powered by AI algorithms enable marketers to identify and reach highly specific audience
segments. By analyzing user behaviour, preferences, and demographics in real time, campaigns can be
optimized to target the right audience at the right moment. This precision targeting minimizes wasted ad
spend and maximizes the impact of each video advertisement.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 106
Optimizing Campaign Performance in Real-Time

The days of static, unyielding campaigns are behind us. With AI, video advertising becomes a dynamic and
responsive tool. Machine learning algorithms continuously analyze campaign performance, adjusting
parameters in real time to optimize results. Whether it's refining targeting parameters, adjusting bidding
strategies, or fine-tuning ad creatives, AI ensures that performance marketing goals are not just met but
exceeded.

The Future Unveiled

As we peer into the future of video advertising within the realm of performance marketing, AI will continue to
be a driving force. Innovations such as predictive analytics, automated A/B testing, and even more
sophisticated personalization techniques are on the horizon. The ability to predict user behaviour and
preferences with increasing accuracy will empower marketers to stay ahead of the curve, delivering impactful
video campaigns that resonate with their audience.

This is why measurement has become even more important for advertisers. Really understanding what to
measure and what data to analyze is what sets the edge for campaigns that evolve successfully and effectively.

The marriage of AI and automation with video advertising is ushering in a new era of performance marketing.
By harnessing the power of personalization, precision targeting, and real-time optimization, businesses can
elevate their video advertising strategies. As we embrace this paradigm shift, staying abreast of AI
advancements will be the key to unlocking the full potential of video advertising in the digital age.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 107
 MOST
POPULAR
MOBILE APPS
IN SRI LANKA

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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Page 01
MOST POPULAR MOBILE APPS IN SRI LANKA

Local

1 2 3

PickMe Helakuru Daraz

4 5 6

Ikman.lk MyDialog Mint pay

7 8 9

KOKO Combank Digital Sampath Vishwa

10

My SLT

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MOST POPULAR MOBILE APPS IN SRI LANKA

Global

1 2 3

Spotify Uber Capcut

4 5 6

Ali Express Zoom Lightroom

7 8 9

Netflix app Canva CricBuzz

10 10

Clash of Clans PUBG

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 MOST
POPULAR
ONLINE
SHOPPING
SITES IN
SRI LANKA

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

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the Department of Marketing Management, University of Kelaniya
Page 01
MOST POPULAR ONLINE SHOPPING SITES IN SRI LANKA

Local

1 2 3

Daraz Ikman Kapruka

4 5 6

Gflock Zigzag Carnage

7 8 9

Chenara Dodge Spa Ceylon Kelly Fleder

10

Mimosa Clothing

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MOST POPULAR ONLINE SHOPPING SITES IN SRI LANKA

Global

1 2 3

Ali Express eBay Amazon

4 5 6

Shein Ali Baba Adidas

7 8

Walmart Nike

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Page 113
 MOST
POPULAR
SRI LANKAN
YOUTUBE
CONTENT
CREATORS

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
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the Department of Marketing Management, University of Kelaniya
Page 01
MOST POPULAR SRI LANKAN YOUTUBE CONTENT CREATOR

1 2 3

Wild Cookbook Chanux Bro Vini Production

4 5 6

Shanudri Block & Dino Ape Amma

7 8 9

Travel with Wife Lochi Yash and Hass

10

Ratta

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 MOST
POPULAR
SRI LANKAN
TIKTOK
CONTENT
CREATORS

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

A Collaborative Project Between
by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 01
MOST POPULAR SRI LANKAN TIKTOK CONTENT CREATOR

1 2 3

Wild Cookbook Lochi Shanudri

4 5 6

Chanux Bro Vini kaali

7 8 9

Wasthi Ape Amma Block & Dino

10

Hiru FM

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Unveiling the Dilemma:
The Perspective of Influencer
and Creator Marketing

Thilina DK
Senior Lecturer
Department of Marketing Management
University of Kelaniya

The marketing landscape constantly changes, making it difficult for brand managers to keep up. New
techniques emerge regularly, such as influencer marketing and the use of social media personalities to
promote products. While these methods rely on personalities, they have subtle differences. To succeed in Sri
Lanka, marketers must understand the distinction between influencer and creator marketing. Navigating
these distinctions is essential for achieving brands' goals without falling into pitfalls. Influencer promotion
offers social proof but involves navigating influencers' agendas. Creator marketing involves opinions but
raises concerns about paying for posts. In Sri Lanka, marketers often focus on narrow visions and fail to
embrace innovation in the digital world.

Sri Lankan marketers seem blind to separating these approaches' differences. While both may seem akin, they
diverge in reach, engagement, and authenticity. Influencer marketing involves enlisting social media sailors
with large fleets to proclaim products to audiences. On the contrary, creator marketing focuses on befriending
storytellers who craft original stories for brands. This classification matters as it alters how each strategy
shapes trust. By distinguishing this, Sri Lankan marketers can navigate these strategies to fulfil their goals
better. As defined, influencers have vast crowds and can spread brands far and wide across the digital ocean.
Creators instead devote themselves single-mindedly to imagining new means for brands to tell their tales.
Brand perception and customer trust depend on marketers' understanding of whether they seek influencers
to broadcast products like town criers or creators to weave narratives like poets. Only by grasping this
difference between town criers and poets can Sri Lankan marketers optimize influencer and creator marketing
like captains guiding ships safely home to port.

Digital Outlook Sri Lanka 2024 - Annual Market Insight Report

by the Asia Pacific Institute of Digital Marketing in collaboration with
the Department of Marketing Management, University of Kelaniya
Page 118
 Contact Us
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Department of Marketing Management

Faculty of Commerce & Management Studies,
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ISBN 978-624-5507-59-7