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Press Release

Press Release

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Categories:Types, Research
Published by: Vina Marie Maderazo Cotin on Aug 04, 2010
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Press ReleaseSocial Networking Habits Vary Considerably Across Asia-PacificMarkets
Philippines Exhibits Highest Social Networking Engagement Facebook Competes with Local Brands for Title of Top Social Network 
Singapore, April 7, 2010
– comScore, Inc. (NASDAQ: SCOR), a leader inmeasuring the digital world, today released its latest report on socialnetworking activity in the Asia-Pacific region (excluding China) based on datafrom its World Metrix service. The study found that 50.8 percent of the totalonline population in the Asia-Pacific region visited a social networking site inFebruary 2010, reaching a total of 240.3 million visitors. Facebook.comranked as the top social network across the majority of individual markets inthe region, while competing brands commanded the top position in certainmarkets, including Orkut in India, Mixi.jp in Japan, CyWorld in South Koreaand Wretch.cc in Taiwan.“While social networking continues to be one of the most popular and fastestgrowing Web activities in the world, its dynamics in the Asia-Pacific regionexhibit significantly more individual market differentiation than in otherglobal regions,” said Will Hodgman, comScore executive vice president forAsia Pacific. “In some markets, such as the Philippines, Australia andIndonesia, social networking is one of the most popular Web activitiesreaching nearly 90 percent of the entire Internet population, while othermarkets report less PC-based social networking penetration, which can oftenbe attributed to the high propensity to engage in social networking via mobiledevices in these markets.”
Social Networking Penetration Highest in Philippines, Australia andIndonesia
In February 2010, Internet users in the Asia-Pacific region averaged 2.5 hourson social networking sites during the month and visited the category anaverage of 15 times. Across markets, the Philippines showed the highestpenetration of social networking usage with more than 90 percent of itsentire Web population visiting a social networking site during the month,followed by Australia (89.6 percent penetration) and Indonesia (88.6 percentpenetration).Social networkers in the Philippines also showed the highest level of engagement on social networking sites averaging 5.5 hours per visitor inFebruary, with visitors frequenting the social networking category an averageof 26 times during the month. Strong engagement was also exhibited byInternet users in Indonesia (5.4 hours per visitor and 22 visits per visitor),
Australia (3.8 hours per visitor and 20 visits per visitor) and Malaysia (nearly3.8 hours per visitor and 22 visits per visitor).
Social Networking Reach andEngagement in Asia PacificMarketsFebruary 2010Total Internet Audience*, Age 15+- Home & Work LocationsSource: comScore World Metrix
Social Networking
AverageMinutes perVisitor
Average VisitsperVisitor
Asia Pacific 50.8
 Philippines 90.3 332.2 26.3Australia 89.6 228.0 20.9Indonesia 88.6 324.4 22.6Malaysia 84.7 226.0 22.3Singapore 83.7 220.9 22.1New Zealand 81.2 217.5 20.3 Taiwan 75.9 131.3 18.3Hong Kong 75.4 223.3 25.4India 68.5 130.1 13.0South Korea 63.5 131.4 16.0Vietnam 46.1 49.5 7.2 Japan 42.3 120.5 14.0
*Excludes visitation from public computers such as Internet cafes or accessfrom mobile phones or PDAs.
 Facebook Assumes Top Position in Majority of Asia Pacific Markets
An analysis of top social networks in each of the Asia-Pacific markets includedin this report revealed various brand preferences across markets.Facebook.com was the social networking leader in eight of the markets –Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand, HongKong and Vietnam – while in other countries competing brands captured thetop position. Local players led in Japan (Mixi.jp) and South Korea (CyWorld),while Google-owned Orkut ranked as the top social networking site in Indiaand Yahoo!’s Wretch.cc led in Taiwan.
Top Social Network in IndividualAsia Pacific Markets by PercentReach of Web PopulationFebruary 2010Total Internet Audience*, Age15+ - Home & Work LocationsSource: comScore World MetrixTop SocialNetwork inMarket
% Reachof WebPopulationAsiaPacificFacebook.com
 PhilippinesFacebook.com84.5%Australia Facebook.com69.4%Indonesia Facebook.com84.9%Malaysia Facebook.com77.5%Singapore Facebook.com72.1%NewZealandFacebook.com63.6% Taiwan Wretch.cc 62.5%HongKongFacebook.com62.6%India Orkut 46.8%SouthKoreaCyWorld 54.2%Vietnam Facebook.com18.4% Japan Mixi.jp 18.9%
*Excludes visitation from public computers such as Internet cafes or accessfrom mobile phones or PDAs.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digitalworld and preferred source of digital marketing intelligence. For moreinformation, please visitwww.comscore.com/companyinfo.

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