GLOBAL INTERNET POPULATIONS
The Worldwide Internet Audience Has Grown andShifted Dramatically in the Past Decade
Majority of global Internet users are in Asia. China alonecomprises 19% of the global Internet population, and iscontinuing to grow rapidly.
In 1996, two-thirds of the world’s Internet population was in theUnited States. Today, Asia Pacic is the largest region, with China andIndia demonstrating particularly high growth. In most of Asia, Internetpenetration is still relatively low, leaving signicant growth potentialover the coming years. Latin America, the Middle East and Africa havealso experienced rapid growth and similarly low penetration. CentralEurope and Russia are also high-growth areas.
Distribution of Worldwide Internet AudienceInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerDecember 2009Source: comScore Media Metrix
HOW THE WORLD USES THE WEB
Instant Messengers, Social Networking, Entertainmentand Email Take Up Most of the Average Web User’sTime, But Proportions Vary Greatly by Region
Emerging regions’ Internet usage tends to be heavy oncommunication, while mature Internet markets spend moretime on categories which demand high-bandwidth connections.
Instant messenger usage takes up almost a third of all online timein Middle East-Africa, and more than a quarter of all online time inLatin America. Higher available bandwidth in Europe, North America,and parts of Asia allow users in those regions to spend more timeon Entertainment, News/Info, and Sports, categories which typicallyinclude media and content that require faster connections.Share of time spent on Retail sites is highest in North America,unsurprising during the holiday season. Though they are far less likelyto make purchases online, web users in Asia Pacic nonethelessspend an above-average share of their time on Retail sites,underscoring the importance of online research and comparisonshopping even when the actual purchase takes place ofine.
Share of Regional Minutes on Key Online CategoriesInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerDecember 2009Source: comScore Media Metrix
Worldwide AsiaPacific EuropeNorthAmericaMiddleEast
12.3% 7.4% 14.1% 5.6% 29.3% 26.5%12.0% 7.8% 16.1% 11.5% 10.8% 15.6%9.9% 10.7% 9.2% 10.9% 7.0% 9.9%7.1% 4.4% 5.2% 12.3% 7.8% 8.5%3.9% 2.9% 4.3% 4.7% 4.5% 3.4%3.1% 3.6% 2.7% 4.4% 0.5% 1.6%2.7% 2.4% 2.8% 3.6% 1.4% 1.4%1.6% 1.9% 1.3% 2.2% 0.4% 0.7%1.2% 0.8% 1.1% 2.0% 1.2% 0.6%InstantMessengersSocial NetworkingEntertainmentEmailGamesRetailNews/InformationBusiness/FinanceSportsTravel 0.5% 0.4% 0.6% 0.6% 0.3% 0.2%
AsiaPacific,41%Europe,28%NorthAmerica,16%LatinAmerica,8%Middle East -Africa, 7%