State of the Internet with a focus on Asia Pacific

November 2009

Joe Nguyen, Vice President for Southeast Asia, comScore, Inc.

Note: A copy of this presentation will be sent to all attendees within 24 hours of
today’s webinar
Our Story in Numbers

 Corporate headquarters: Reston,

The Only Global Measurement USA
of Audience and e-Commerce
– Offices in London, Paris,
Dusseldorf, Madrid, Tokyo, NYC,
Chicago, San Francisco, Seattle,
Toronto, Singapore
 Year founded: 1999
 Employees: 550
 Successful IPO (NASDAQ: SCOR) –
June 26, 2007
 2 million panelists WW
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38 Media Metrix Reported Countries Dictionary: 591,770

170+ Countries with Panel Presence  700 Servers + 1000 TB of Storage

© comScore, Inc. Proprietary and Confidential. 2

1,200 Customers and a 90%+ Subscription Repeat Rate

Telecom/
Media Agencies Financial Retail Travel CPG Pharma Technology
Mobile

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History of Leadership in Digital Marketing Measurement
To Meter
Cell Phones

To Provide Behavioral Ad
Effectiveness (Campaign Metrix)
To Measure Video Streaming
(Video Metrix)
To Deliver a Worldwide Internet Audience
Measurement (World Metrix)
To Measure the Search
Market (qSearch)
To Build and Project from
2M+ Longitudinal Panel
To Monitor and Report
eCommerce Data

External Recognition
WORLD ECONOMIC Top 100 World’s Largest
FORUM Innovative Companies Windows Database
Technology Pioneer December 2004 December 2001,
2007 2003, 2005
© comScore, Inc. Proprietary and Confidential. 4
Media Metrix Reporting Markets

Countries Currently Reporting Currently in Beta as of Q3 2009

 Australia  Indonesia
 China  Philippines
 Hong Kong  Vietnam
 India
 Japan
Other Regions Currently Reporting
 Malaysia
 New Zealand  Worldwide – 172 countries
 Singapore  North America
 South Korea  Latin America
 Taiwan  Asia Pacific
 Europe

© comScore, Inc. Proprietary and Confidential. 5

Asia is Fueling WW Internet Growth

 Global growth at 4%; tipped the 1 Worldwide Online Population

billion mark in the past year (Millions)

 Growth is flat in North America, +4%

European growth driven by Russia 1,165.2
960.2
 Latin America and Middle East/Africa
show rapid growth on a percentage
basis but Asia’s growth is on a much
larger base August 2008 August 2009

Online Population by Region Aug 2008

+22% (Millions) Aug 2009
477.2
+20%
389.6
325.6 +4%
271.1
183.8 191.0 +28% +79%
70.3 90.2 81.2
45.4

Asia Pacific Europe North America Latin America Middle East - Africa

© comScore, Inc. Proprietary and Confidential. 6 Source: comScore Media Metrix, August 2008 to August 2009
 China is Driving Regional Growth

■ China continues explosive growth, with many other countries in the region also continuing to
show expansion

Internet Users (MM) In Asia Pacific Region

164.6
China +31
215.5
57.4
Japan
67.6
+18

30.3
CNNIC estimates 298 MM
India
35.4
+17 total Internet users* in
26.5 China as of Dec 2008, up
South Korea +10
29.0 41.9 percent from 210 MM
11.3 a year earlier. The
Australia +12
12.6 increase of 88MM is
10.5 approximately twice the
Taiwan +13
11.9 size of the online
8.6 population in France!
Malaysia +9
9.4
* including ages 6+ and people
3.8 accessing the Internet from
Hong Kong +4
3.9 shared computers and Internet
2.4 cafes
Singapore +14
2.3
2.3
New Zealand
2.6
+15

Other Asia 72.1

Pacific 86.6
+20

Internet users ages 15+ accessing the internet from a Home or Work computer

© comScore, Inc. Proprietary and Confidential. 7 Source: comScore World Metrix, August 2009 vs. August 2008
Internet Usage in Asia

■ Users in Hong Kong, Singapore, and Average Time Online

Vietnam spend the most time online Hours per Visitor, August 2009

■ Countries with high broadband availability Asia Pacific 16.9

and penetration are more likely to have Hong Kong 25.6
heavier internet usage
Singapore 21.4
■ As broadband becomes more widely Vietnam 19.9
available in the region, usage will also
Australia 19.6
increase
Japan 19.2
■ 3G USB Modems are making headway into
South Korea 18.1
many Asian markets and increasing
broadband penetration Taiwan 18.1

■ Currently, however, the region’s usage is Philippines 17.8

below the global average of 22.4 hours per Indonesia 15.8

user in August 2009 New Zealand 15.4

China 14.9

Malaysia 14.1

India 11.0

© comScore, Inc. Proprietary and Confidential. 8 Source: comScore World Metrix, August 2009
The Global Audience is Vital to Top Properties

■ Though they are all based in the United Audience Geography

States, the Top 15 Global properties Worldwide Top 15 Properties
source the majority of their audience August 2009
from outside the U.S. However, the top World- % %
global sites’ appeal to the Asian Pacific Wide Non-US Asia
audience is below average UV Pacific
Total Internet 1,165,194 86% 41%
■ Global sites’ ability to develop or acquire Google Sites
Microsoft Sites
867,618
707,803
84%
84%
33%
30%
local channels is important to Yahoo! Sites 595,983 77% 38%
international growth, but is crucial in this Facebook.com 389,525 77% 18%
Wikimedia Foundation Sites 307,641 81% 25%
region AOL LLC 260,547 66% 14%
■ Tencent, Inc., the parent property of the eBay
Amazon Sites
243,335
200,671
74%
70%
16%
27%
very popular Instant Messenger CBS Interactive 194,036 76% 36%
application QQ, is the first Asian Ask Network 189,937 65% 15%
Apple Inc. 176,468 73% 26%
property to break into the Top 15. Fox Interactive Media 164,612 59% 15%
However, almost all of its traffic comes The Mozilla Organization 161,893 83% 20%
from Asia, particularly from mainland Adobe Sites 148,378 77% 26%
Tencent Inc. 145,701 100% 99%
China.

Asia Pac share for most sites

are below the Total Internet
average
© comScore, Inc. Proprietary and Confidential. 9 Source: comScore World Metrix, August 2009
 Global Sites’ appeal to Asian Audiences
■ The Asia Pacific region is extremely diverse
■ A strong global brand is not sufficient for success here, true localization is important; in
some markets, it is critical
Asia South Hong New
Non-US Pacific China Japan India Korea Australia Taiwan Malaysia Kong Singapore Zealand
Total Internet 85.6% 41.0% 18.5% 5.8% 3.0% 2.5% 1.1% 1.0% 0.8% 0.3% 0.2% 0.2%
Google Sites 98 80 50 95 103 65 114 82 103 87 111 109
Microsoft Sites 98 74 53 84 64 70 127 97 88 109 128 113
Yahoo! Sites 90 93 33 162 141 90 92 161 137 156 139 93
Facebook.com 90 45 0 12 69 22 164 24 116 160 196 143
Wikimedia Foundation
Sites 95 61 6 161 90 38 124 53 89 84 129 111
AOL LLC 77 33 4 24 75 14 98 26 78 42 66 186
eBay 86 40 18 18 44 151 186 41 50 41 88 87
Amazon Sites 82 66 28 212 60 15 105 27 52 48 90 100
CBS Interactive 89 87 97 41 86 79 128 50 93 62 131 119
Ask Network 76 36 3 17 118 17 148 10 84 35 141 102
Apple Inc. 85 65 15 179 50 45 216 52 52 121 155 171
Fox Interactive Media 69 36 19 34 35 20 220 9 120 20 77 98
The Mozilla
Organization 97 49 6 62 85 26 106 44 109 66 135 96
Adobe Sites 90 64 35 93 73 78 99 64 92 88 121 101
Tencent Inc. 116 242 507 4 0 26 7 52 26 110 35 5
Index = each country or region’s share of traffic to each site, compared to that country or region’s share of the worldwide internet population x 100

© comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, August 2009
 Audiences Worldwide Prefer to Consume Content
in their Native Languages

Europe Americas,
Asia Pacific UnitedKingdom MidEast &
Ireland
Africa
Australia
Denmark
Canada
NewZealand
Norway
PuertoRico
India
Sweden
Colombia
Singapore Portugal
Venezuela
Malaysia Finland

Switzerland Mexico
Hong Kong
Belgium Chile
South Korea
Netherlands Argentina
Taiwan
Austria
Brazil
Japan Italy
SouthAf rica
China Turkey
Israel
Spain

France English
Germany non-English Local Language
Russia Other

© comScore, Inc. Proprietary and Confidential. 11 Source: comScore Custom Analysis of Page Views by Language, May 2009
 Local Sites Lead in Asia Pacific Region – August 2009

■ Half of the Top 20 Properties for the ■ Particularly within China, Korea, and Japan,
region are Chinese sites majority of Top Domains are local sites or
localized versions of global sites
Unique Asia
Visitors Pacific Minutes/
in Asia Reach Visitor China Unique
Visitors
Korea Unique
Visitors
Google Sites 283,806 59.5 112.4 NAVER.COM 22,715
QQ.COM 133,796
Yahoo! Sites 227,182 47.6 182.6 DAUM.NET 21,957
BAIDU.COM 130,943
Microsoft Sites 214,008 44.8 152.4 SINA.COM.CN 96,739 NATE.COM 14,608
Tencent Inc. 144,302 30.2 315.4 SOSO.COM 88,013 GOMTV.COM 14,590
Baidu.com Inc. 143,458 30.1 65.1 163.COM 76,171 CYWORLD.COM 13,886
SINA Corporation 106,473 22.3 40.3 GOOGLE.CN 70,199 JOINS.COM 12,155
Alibaba.com Corporation 90,107 18.9 62.9 TAOBAO.COM 61,879 TISTORY.COM 11,167
XUNLEI.COM 61,520 GOOGLE.CO.KR 10,715
Sohu.com Inc. 81,992 17.2 35.3
SOHU.COM 60,789 GMARKET.CO.KR 10,370
NetEase.com Inc. 81,324 17.0 35.8
TUDOU.COM 52,752 YAHOO.CO.KR 10,039
Wikimedia Foundation Sites 77,365 16.2 13.8
Xunlei Networking 72,541 15.2 49.8
Facebook.com 71,153 14.9 152.7 Japan Unique
Visitors
CBS Interactive 69,490 14.6 8.8
Tudou Sites 57,866 12.1 27.0 YAHOO.CO.JP 54,887
GOOGLE.CO.JP 39,417
Amazon Sites 54,014 11.3 12.5
FC2.COM 34,146
Youku 51,308 10.8 47.4
RAKUTEN.CO.JP 33,307
Oak Pacific Interactive Sites 49,435 10.4 98.2
GOO.NE.JP 28,914
Apple Inc. 46,731 9.8 5.4
WIKIPEDIA.ORG 28,739
PConline.cn Sites 44,015 9.2 10.2 YOUTUBE.COM 28,009
eBay 40,140 8.4 39.7 GOOGLE.COM 25,476
AMAZON.CO.JP 24,125
NIFTY.COM 22,892

© comScore, Inc. Proprietary and Confidential. 12 Source: comScore World Metrix, August 2009
 Age Distribution of Asia Pacific Web Audience

■ On average, the Asia Pacific Internet Population

audience skews slightly younger Age Distribution by Country
than the average global Internet China 34% 32% 23% 8%
population
India 41% 36% 15% 7%
Asia Pacific 30% 29% 22% 11%
Malaysia 38% 26% 23% 9% 5%

Worldwide 28% 26% 22% 14% 10%

Japan 18% 23% 23% 17% 19%
Persons: 15-24 Persons: 25-34 Persons: 35-44
Persons: 45-54 Persons: 55+ South Korea 22% 26% 26% 18% 8%

■ China, India, and Malaysia skew Australia 21% 20% 21% 18% 19%
substantially young: 77% of India’s
web population is under 35, Taiwan 25% 29% 22% 15% 9%

compared to 54% of the global

Hong Kong 21% 24% 26% 20% 9%
population
Singapore 20% 25% 27% 19% 9%
■ Not surprisingly, countries with
higher internet penetration = more New Zealand 22% 23% 20% 16% 19%
mature web audiences
Persons: 15-24 Persons: 25-34 Persons: 35-44
© comScore, Inc. Proprietary and Confidential. 13 Persons: 45-54 Persons: 55+
How Does Asia Use the Internet?

■ Entertainment is most popular category

Key Site Categories
in Asia Pacific (includes Music, Movies, Asia Pacific Internet Audience % Reach
TV, Multimedia, Entertainment News,
Humor) Entertainment 71.2
e-mail 59.0
■ E-mail is still very important to web Social Networking 56.1
users, despite the contact that News/Information 55.2
alternatives provide (SMS, IM, SNs) Retail 54.4

■ Popularity of Social networks is Blogs 48.5

Technology 47.6
unsurprising, with more than half of all
Community 47.5
internet users visiting a Social
Games 47.1
networking site during the month
Business/Finance 39.9
■ Though e-commerce is certainly still in Photos 34.2
its infancy in this region, visiting to Retail Instant Messengers 31.8
sites is robust, with more than half of Sports 26.3
Apac web users visiting a Retail site Education 23.6
Travel 22.7
■ Diversity of this region means there is
Career Services and… 20.8
wide variation among individual Automotive 17.6
countries Health 14.8
Government 10.1

© comScore, Inc. Proprietary and Confidential. 14 Source: comScore World Metrix, August 2009
Entertainment Reach and Usage
■ Entertainment Reach is highest in South Korea, Singapore, and the Philippines
■ Web users in Singapore, Japan, and Hong Kong spend the most time on Entertainment
■ Entertainment consumption is closely linked to broadband penetration, due to high
bandwidth requirements of audio and video streaming and downloading

Entertainment Entertainment
% Reach Avg Hours/User

Asia Pacific 71.2 Asia Pacific 2.5

South Korea 83.8 South Korea 2.7
Singapore 79.2 Singapore 4.1
Philippines 78.0 Philippines 2.5
Vietnam 76.2 Vietnam 1.8
Japan 75.7 Japan 4.3
Australia 73.4 Australia 2.3
HK 72.7 HK 3.8
Malaysia 71.0 Malaysia 2.4
New Zealand 70.1 New Zealand 2.4
Indonesia 65.9 Indonesia 1.4
Taiwan 65.7 Taiwan 1.3
India 63.8 India 1.3
China 63.8 China 2.3

© comScore, Inc. Proprietary and Confidential. 15 Source: comScore World Metrix, August 2009
Top Entertainment Sites
■ With the exception of YouTube and a handful of others, the Top Entertainment Properties
in the region are predominantly Chinese sites

Top Entertainment Sites – Asia Pacific

Average
Total Unique
% Reach Minutes per
Visitors (000)
Visit
Total Internet : Total Audience 477,217 100.0 1,015.0
Entertainment 339,708 71.2 148.5
YOUTUBE.COM 97,658 20.5 142.3
CBS Interactive 69,490 14.6 8.8
QQ.COM Music 57,901 12.1 30.8
Tudou Sites 57,866 12.1 27.0
Youku 51,308 10.8 47.4
QQ.COM Entertainment 47,018 9.9 16.5
QQ.COM Show 45,614 9.6 5.5
iTunes Software (App) 34,396 7.2
KuGou Inc. 34,328 7.2 10.3
SINA Podcast 33,932 7.1 1.4
Baidu Top Music Albums 33,913 7.1 10.3
PPStream, Inc. 33,286 7.0 54.7
Sony Online 26,554 5.6 8.2
SINA Entertainment 25,312 5.3 7.1
Xunlei Movie 23,482 4.9 7.4
RENREN.COM 22,526 4.7 129.6
AOL Music 22,330 4.7 2.9
QIANQIAN.COM 22,041 4.6 8.2

© comScore, Inc. Proprietary and Confidential. 16 Source: comScore World Metrix, August 2009
YouTube Drives Entertainment Category in most Countries
■ With 340 million Unique Visitors in Asia Pacific, YouTube is certainly the most popular
Entertainment site in the region
■ In many countries, it takes a substantial share of all time spent on Entertainment content.
In countries where this is not the case, local providers were able to maintain early market
share
YouTube YouTube
% Reach Share of Entertainment Minutes
Asia Pacific 20.5 Asia Pacific 28%
Singapore 57.8 Singapore 60%
Philippines 55.6 Philippines 64%
Australia 47.0 Australia 60%
New Zealand 46.9 New Zealand 61%
Malaysia 45.0 Malaysia 59%
Japan 41.4 Japan 48%
Hong Kong 40.3 Hong Kong 44%
Indonesia 34.2 Indonesia 49%
India 30.4 India 46%
Taiwan 27.7 Taiwan 35%
Vietnam 25.0 Vietnam 16%
South Korea 12.3 South Korea 11%
China 0.1 China 0%

© comScore, Inc. Proprietary and Confidential. 17 Source: comScore World Metrix, August 2009
Facebook Takes Over in Most Asian Markets;
Friendster Loses Last Summer’s Lead
■ Facebook has more than Social Networks Asia Pacific % Reach YOY Aug ‘08
Increase SN Rank
doubled its share in Asia 6.4%
FACEBOOK.COM
14.9% +9% #8
Pacific to become the
11.7%
leading Social Network in Baidu Space
11.4% 0% #2
the region QQ.COM Alumni
1.3%
+7% N/A
8.0%

■ A number of social networks Windows Live Profile

4.7%
4.6% 0% N/A
are challenging Baidu Space QQ.COM Mini World
3.5%
+1% N/A
4.7%
for share of the Chinese 0.8%
market in this category KAIXIN001.COM
4.9% +4% N/A
4.3%
Orkut 0% #14
■ Friendster’s reach has 4.5%
4.8%
shrunk significantly, dropped CyWorld
3.8% -1% #12
its lead among the multi- 51.COM
4.9%
-1% #10
3.7%
regional Social Networks 3.9%
HI5.COM -1% #15
competing in this region 3.3%
4.4%
MySpace Sites
3.2% -1% #18
8.4%
FRIENDSTER.COM -6% #5
2.9%
3.7%
MIXI.JP -1% #16
2.5%
0.2%
TWITTER.COM +2% N/A
2.2%
0.6%
KAIXIN.COM +2% N/A
2.4%

© comScore, Inc. Proprietary and Confidential. 18 Aug-2008 Aug-2009

Concentrated strongholds for certain local SNs
… and Facebook almost everywhere else

Top Social Networks

■ Language considerations gave local
Social Networks in certain countries an Country Social Network Reach
early-mover advantage China Baidu Space 24%
■ Switching costs for Social Networking India Orkut 43%
Regional
users are relatively high, and the nature
Japan MIXI.JP 17% Social
of user recruitment (“friending”) lets
South Korea CyWorld 48% Networks
these sites maintain concentrated
strongholds Taiwan Wretch.cc 58%

■ Elsewhere, translation efforts by Hong Kong Facebook 53%

Facebook have allowed it to enter non- New Zealand Facebook 48%
English-speaking Asian markets, and to
Singapore Facebook 66%
overtake Friendster, which initially had a
strong presence in Southeast Asia Australia Facebook 55%
Facebook
Indonesia Facebook 80%

Malaysia Facebook 39%

Philippines Friendster 69%

Vietnam Facebook 40%

© comScore, Inc. Proprietary and Confidential. 19 Source: comScore World Metrix, August 2009
Half of Web Users in the Region Turn to the Web for News

■ 55.2% of web users in Asia Pacific visited a

News/Info site, and spent an average of 50 News/Information Sites
% Reach
minutes
Apac Reach 55.2
■ Though Japan is not the heaviest user of the
Vietnam 80.4
category overall, Japanese web users are more
likely to visit each of the subcategories, outpacing South Korea 74.2

the regional averages Japan 67.5

Taiwan 64.4

Asia Pacific Visiting to News/Info Categories HK 60.4

% Reach Time Spent (Minutes) Australia 51.5

China 49.7
News/Information 55.2 50.6 Singapore 49.3

General News 42.7 28.0 New Zealand 47.5

Indonesia 45.5
Newspapers 27.7 22.3
Philippines 42.8
Weather 8.6 7.3
Malaysia 41.9

Politics 3.5 4.7 India 41.8

© comScore, Inc. Proprietary and Confidential. 20 Source: comScore World Metrix, August 2009
 Search
■ China and Japan lead the region in total Search volume, due to the relative
rela size of their
markets, but Korea, Australia, and Singapore lead the region in search activity on a
normalized basis
■ Searches on Google account for two-thirds of global searches; in Asia-Pacific, Google
accounts for less than 45%

Search Intensity Asia vs WW Share of Searches

Average Searches per Searcher

Asia Pacific 84.5

South Korea 133.1

Australia 125.0

Singapore 124.8

Hong Kong 121.5

New Zealand 113.8

Japan 110.7

Malaysia 83.1

India 79.2

Taiwan 75.6

China 61.7

© comScore, Inc. Proprietary and Confidential. 21 Source: comScore qSearch, August 2009
Google Trails where Local Language is Dominant
and There is a Strong Local Challenger
■ In most Asian markets, Google takes the lion’s share of search activity, but in a few, it
takes second- or even third-seat to dominant local providers
■ Intuitive locally-focused, in-language results = strong local brand

China
Google Share of Search Share of Searches
Google Sites,
14%
% of Total Searches Conducted on Google
Baidu.com Alibaba.com
Inc., 64% Corporation,
Asia Pacific 44.9
7%
India 88.8
TENCENT
Australia 83.3 Inc., 6%

New Zealand 79.6 All Other, 9%

Singapore 71.1
South Korea Google
Malaysia 70.1 Sites, 9%
Share of Searches Yahoo!
Japan 47.0 NHN Sites, 8%
Corporation,
Hong Kong 30.7 50% SK Group,
3%
Taiwan 21.2
Lycos Sites,
China 14.0 24%

Korea 8.5 All Other,

31%

© comScore, Inc. Proprietary and Confidential. 22 Source: comScore qSearch, August 2009
Online Retail
■ Visiting to Retail sites is strongest in Japan and South Korea
■ E Commerce still certainly in its infancy in countries like Malaysia, Indonesia, and India;
■ Consumers visit retail/product sites and comparison shop online even when they are not
yet confident of the security of online transactions, or would otherwise prefer to make
their actual purchases offline
Retail Comparison Shopping
% Reach % Reach

Asia Pacific 54.4 Asia Pacific 21.4

Japan 73.7 Japan 57.6
South Korea 69.4 South Korea 44.2
Australia 57.5 Australia 18.2
Taiwan 55.2 Taiwan 36.9
Singapore 53.8 Singapore 9.6
New Zealand 51.4 New Zealand 13.7
Hong Kong 51.3 Hong Kong 13.8
China 50.4 China 14.8
Vietnam 46.7 Vietnam 2.6
Philippines 40.2 Philippines 8.5
India 39.9 India 6.5
Indonesia 36.3 Indonesia 5.3
Malaysia 35.8 Malaysia 6.1

© comScore, Inc. Proprietary and Confidential. 23 Source: comScore World Metrix, August 2009
 Retail Subcategories
■ Product categories that will lead online Retail will vary by country, depending on local
interest and presence of local providers
% Reach of Retail Subcategories by Country
Asia South New Hong
Japan Australia Taiwan Singapore China Vietnam Philippines India Indonesia Malaysia
Pacific Korea Zealand Kong

Retail 54.4 73.7 69.4 57.5 55.2 53.8 51.4 51.3 50.4 46.7 40.2 39.9 36.3 35.8
Comparison Shopping 21.4 57.6 44.2 18.2 36.9 9.6 13.7 13.8 14.8 2.6 8.5 6.5 5.3 6.1
Books 17.8 41.0 8.2 21.1 10.9 18.1 19.1 13.8 14.5 10.4 15.0 13.4 8.8 10.8
Computer Hardware 11.3 23.6 11.9 22.4 7.5 18.7 15.6 16.9 6.5 5.5 10.8 9.6 12.6 10.4
Consumer Electronics 11.0 14.1 25.3 8.2 12.4 11.6 9.1 17.1 9.9 8.6 4.8 7.6 12.0 4.2
Computer Software 9.2 10.5 10.1 12.1 9.5 12.9 11.3 8.6 6.1 8.8 11.4 14.1 11.8 9.6
Apparel 8.9 19.6 11.9 10.9 8.0 10.0 10.1 7.6 7.8 1.5 5.4 2.5 3.2 3.8
Health Care 5.1 9.0 0.6 2.6 1.0 2.3 2.2 1.2 7.0 0.5 1.7 1.9 0.6 1.1
Mall 5.1 14.4 15.2 2.4 0.9 0.8 1.0 1.4 3.8 0.1 0.4 0.9 0.3 0.3
Fragrances/Cosmetics 3.8 13.9 2.4 2.7 7.0 2.1 2.3 4.7 2.0 2.6 0.9 0.6 0.5 0.9
Retail - Music 3.5 14.1 2.1 4.8 2.6 3.0 3.5 6.6 1.4 0.4 2.5 1.0 1.6 1.6
Retail - Food 3.0 15.2 1.9 3.6 1.0 3.5 4.0 1.9 0.5 0.8 0.5 0.7 0.2 1.3
Department Stores 2.8 4.5 16.1 6.3 0.6 1.2 2.3 0.9 1.5 0.3 1.1 0.9 0.5 0.5
Tickets 1.9 6.9 4.2 7.1 1.8 4.0 4.4 2.9 0.3 0.1 0.4 1.1 0.3 0.5
Flowers/Gifts/Greetings 1.7 1.9 1.5 5.1 0.2 3.6 3.9 1.9 0.4 0.8 2.9 4.3 1.9 2.0
Jewelry/Luxury
Goods/Accessories 1.4 2.8 0.6 3.2 0.8 3.4 1.7 2.2 1.0 0.9 1.5 1.2 0.8 0.8
Consumer Goods 1.4 7.4 0.0 0.9 0.3 1.1 1.5 0.3 0.2 0.1 0.5 0.9 0.1 0.3
Sports/Outdoor 1.4 5.5 0.9 4.6 0.4 2.2 3.4 0.9 0.1 0.3 1.4 0.6 1.2 1.0
Home Furnishings 1.3 4.5 1.0 3.0 1.4 1.3 1.2 1.4 0.5 0.1 0.8 0.7 0.5 1.1
Toys 1.2 5.1 0.6 2.8 0.7 2.1 1.9 2.3 0.1 1.9 1.4 0.5 0.9 0.8

© comScore, Inc. Proprietary and Confidential. 24 Source: comScore World Metrix, August 2009
Summary of Key Findings

 Asia Pacific is the dominant regional audience and will be critical in the global
Internet competition
 Web penetration will continue to increase in emerging markets within Asia, and
even in markets where web usage is well-established, increased broadband
adoption will drive additional consumption
 Though Yahoo!, Google, MSN and other U.S. brands currently lead the Top
Property rankings in this region, there are a host of local sites that are already
carving out regional niches, and are poised to take market share
 Internet usage is distinct by market
– High broadband penetration drives increased Entertainment usage in Japan, Hong Kong, Singapore
– Social Networks in China, India, Korea, and Japan are holding Facebook off – for now. Elsewhere,
Facebook has overtaken Friendster and MySpace to be the dominant SN in the region
– E-commerce and online shopping is still in its infancy in Asia

 In this extremely diverse region, effective localization is critical: a strong global

brand is not sufficient for success. Language is important, but understanding and
catering to the online and offline culture is important as well

© comScore, Inc. Proprietary and Confidential. 25

Thank You

 If you have questions or comments on today’s presentation, please email

Joe Nguyen at jnguyen@comscore.com

 A copy of this presentation will be sent to all attendees within 24 hours of

today’s webinar

 An audio recording of today’s presentation will be available at

www.comscore.com/library

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© comScore, Inc. Proprietary and Confidential. 26