Key Insights and Digital Trends from Southeast Asia

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26 July 2013

Introduction

#FutureinFocus

Executive Summary
Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. The strong swelling of mobile audiences, devices and consumption habits have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:

A Singh worldpress@comscore.com

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2

Key Takeaways

More than 40% of internet users come from APAC Internet user numbers across APAC continue to grow at a much greater pace than any other market. Six countries from Southeast Asia is home to an online population in excess of 62 million.
Growth driven by younger power users Users from Thailand and Vietnam record the highest time spent online which is clearly explained by a significantly large percentage of population under the age of 35. E-commerce starts to make a move Local and regional online retail setups are beginning to capture the Southeast Asian online audience. In the online travel category, low cost airlines and meta-search platforms see healthy traffic.

Social networking still captures majority of screen time Social Networks capture the largest percentage of consumers’ time in the region. Facebook continues to be the number one social network with 3 of its top 15 markets by reach in Southeast Asia. Twitter, LinkedIn and Tumblr are the other established players in most markets. Entertainment and online video continues to grow The online video audience in Southeast Asia grew around 8 percent in the past year, YouTube continues to be the top video property in all markets. Music, movies and entertainment sites get more visitors and time spent than global averages.

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Content
SETTING THE SCENE Global Overview Southeast Asia Landscape 2013 SEA FUTURE IN FOCUS Digital Audience Behaviour Social Networking Online Retail News and Information Online Travel Entertainment and Online Video Search Country Spotlights Conclusion Tweet-bits Methodology About comScore 14 20 26 31 35 39 46 50 57 61 62 64 5 9

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#FutureinFocus

GLOBAL OVERVIEW

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Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe

34%
Outside US Middle East - Africa 9% North America 14%

Latin America 9% Asia Pacific 41%

87%
Outside US

66%

Europe 27%

13%
1996 2012

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

6

Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year
Total 604 MM
Rest of APAC, 13.9% Share of Asia Pacific Online Population Southeast Asia, 9.4% Japan, 12.2% India, 9.3%

Total 644 MM
Rest of APAC, 13.5%
Southeast Asia, 9.6% Japan, 11.4% India, 11.5%

China, 55.2%

China, 54.0%

Mar-12

Mar-13

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

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Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

Hours per Visitor

37.2 26.8 26.1 17.3

Global Average: 23.4 Hours a Month 17.2

North America +7% Unique Visitors (MM) 604 644

Europe

Latin America

Middle East - Africa

Asia Pacific

+5% 391 412 +1% 215 217 131 147 130 +12% +3% Mar-12 Mar-13

134

Asia Pacific

Europe

North America

Latin America

Middle East Africa

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

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#FutureinFocus

SOUTHEAST ASIAN ONLINE LANDSCAPE

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Online Audience in Southeast Asia High Growth in Developing Regions
18.0 16.0 14.0 12.0
14.1
12.4 16.1
Vietnam, the largest audience in the region, added 2 million internet users in the past year, a growth rate of 14%

13.6 11.8 11.8
The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March 2012.

10.0
8.0

8.9

9.5 7.4 6.1

Mar-12 Mar-13

6.0 4.0 2.0 Vietnam Indonesia Malaysia Thailand Philippines Singapore
10

3.3 3.4

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

Engagement Across Southeast Asian Audiences Users in Thailand and Vietnam Spent the Most Time Online

Average Time Spent Online (Hours) March 2013
Vietnam Thailand Singapore Philippines Malaysia Indonesia 16.6 16.4 16.0 26.2 27.2

13.5
Axis Title
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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

11

Demographic Distribution of Southeast Asian Audiences
Emerging Internet Markets in the Region Skew Very Young In Thailand and Vietnam, 74% of the audience is under 35

Vietnam
% of Online Population by Age

42% 45% 24% 40% 37% 43%
15-24 25-34

32% 29% 27% 31% 26% 27%
35-44

14%

8% 5%

Thailand
Singapore Philippines Malaysia Indonesia

14%

7% 4%

25%

17%

8%

16%

9%

5%

22%

10%

6%

19%

8% 4%

45-54

55+

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand

30.0 25.0 20.0 15.0

27.7 22.2

28.3 24.2

18.2 14.5

16.5 16.0

16.4

15.2

13.5 13.6

10.0
5.0 0.0 Vietnam Thailand Singapore Philippines Under 35 Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Malaysia

Indonesia

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#FutureinFocus

DIGITAL AUDIENCE BEHAVIOUR

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Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month
100%

95%

90%

85%

Non-PC Traffic: 15.4%

80%

Non-PC Traffic: 20.9%

75% Sep-12

Oct-12

Nov-12 PC

Dec-12 Mobile Tablet

Jan-13 Other

Feb-13

Mar-13

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Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13

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Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services (Email, IM) Also Significant
100% 90%

Share of Total Minutes Spent Online

80% 70%

14.5%
60%

Other

13.2%
50%

14.2%

17.5% 17.3% 19.5% 16.1% 17.7% 41.5%

Retail News/Information Entertainment Services Social Networking

19.3%
40% 30% 20% 10% 0%

13.2%

16.9%

21.9%
16.0% 15.4% 32.3%

19.7%

21.6%

25.4%

30.8% 16.1%

Worldwide Vietnam

Indonesia

Malaysia

Thailand Philippines Singapore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Males in the Region Spend More Time Online than Women Differences in Usage Largest in Vietnam, Thailand, and Singapore

Average Hours per Visitor

27.9 24.2

29.0 25.4 18.5 14.8 Males 17.1 15.6 16.8 Females

15.1

14.6 12.1

Vietnam

Thailand

Singapore

Philippines

Malaysia

Indonesia

Female Share of Internet Population

47%

49%
© comScore, Inc. Proprietary.

51%

49%

48%

44%
17

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology

(Highest)

(Lowest)

F-to-M Reach Index
Fragrances/Cosmetics Flowers/Gifts/Greetings Lifestyles - Food Department Stores Jewelry/Accessories Teens 168 152 140 137 137 133 Politics Technology - News Automotive Gaming Information Online Gambling Sports

F-to-M Reach Index
78 78 77 76 75 74

Family & Parenting

130

Online Trading

69

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

18

Device usage varies significantly by time of day PC’s take up work hours, while tablets rule evenings

PCs dominate working hours

Tablets popular at night
Share of Device Page Traffic on a Typical Workday

Mobiles brighten the commute

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Source: comScore Device Essentials, July 2013, Singapore

19

#FutureinFocus

SOCIAL NETWORKING

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Social Networking Category Captures the Largest Percentage of Consumers’ Time in Southeast Asia
All SEA Countries Index Higher than Worldwide average reach of Social Networking sites

Percent of Web Users Visiting a Social Networking Site
93.9
88.2 85.4 96.1

91.6 86.9

Vietnam

Thailand

Singapore Philippines Malaysia Mar-2013

Indonesia

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

21

The Philippines, Thailand, and Malaysia Among Top 15 Countries With the Highest Facebook Penetration Globally

Facebook Top 15 Markets by % Reach
Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan
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92.6 92.2 91.4 91.1 90.8 89.3 89.0 88.5 86.8 84.2 84.1 83.2 82.9 82.3 81.0
Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Facebook Reach in Vietnam Doubles, #1 Social Network Gains major share from Zing

80.0 75.0

70.0
65.0 60.0 55.0 50.0 45.0 40.0
Zing Me Facebook

35.0
30.0

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013

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Top Social Networks by Country After Facebook, Twitter, LinkedIn and Tumblr are Popular
Only Vietnam has Substantial Local Social Networks
Vietnam
FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Linkedin

Reach of Top 5 Social Networks Indonesia by Country FACEBOOK.COM 74.5
TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM

80.2

32.9 12.4 10.2 7.0

26.4 10.5 5.9 4.9

Malaysia
FACEBOOK.COM TWITTER.COM Linkedin TUMBLR.COM Tagged Inc.

Thailand
82.3
FACEBOOK.COM TWITTER.COM SOCIALCAM.COM Linkedin PANTOWN.COM

89.2 10.8 9.4 9.2 6.1

15.9 13.9 5.7 5.3

Philippines
FACEBOOK.COM TWITTER.COM TUMBLR.COM Linkedin Yahoo! Profile

Singapore
92.1
FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM

65.9 20.1 16.0 10.2 3.9

20.3 12.6 8.6 6.5

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region Thailand, Philippines and Singapore had Highest Reach for the Category
Percent Reach of Photos Category
Worldwide Vietnam Indonesia Malaysia 33.5% 27.3% 28.8% 32.0% 41.9% 35.6% 35.0%

Minutes Spent per Visitor on Photos Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 7.1 7.0 8.9 9.2 9.4 13.0 15.5

Thailand
Philippines Singapore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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#FutureinFocus

ONLINE RETAIL ON THE RISE

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Amazon and Lazada Among the Top Retailers in SEA Local Players Doing Well in Vietnam
Unique Visitors (000) Top 5 Retail Sites per Country

Vietnam
VATGIA.COM
Lazada Sites 5GIAY.VN ENBAC.COM THEGIOIDIDONG.COM

Indonesia
6,322
2,351 2,203 1,970 1,793

Malaysia
1,435
1,347 1,260 778 703

AVG.COM
Amazon Sites Lazada Sites INDONETWORK.CO.ID Apple.com Worldwide Sites

Amazon Sites
AVG.COM Alibaba.com Corporation Apple.com Worldwide Sites GROUPON.MY

1,497
1,050 935 840 640

Thailand
WELOVESHOPPING.COM Rakuten Inc AVG.COM Lazada Sites Apple.com Worldwide Sites 1,732 1,337 1,146 1,086 1,031

Philippines
Amazon Sites Apple.com Worldwide Sites AVG.COM Lazada Sites MULTIPLY.COM 1,094 730 693 628 515

Singapore
Amazon Sites Apple.com Worldwide Sites Giosis Group Alibaba.com Corporation AVG.COM 680 533 440 326 264

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

27

Spotlight: Retailer Lazada Shows Strong Growth in the Region Heavy Increases in Penetration Over Past Six Months
Unique Visitors (000) to Lazada Sites

+52% 2,351

Sep-2012 Mar-2013

1,550 +60% 1,086 +46% 679 430 328 +49% 628 490

+84%

1,260

684

Vietnam

Thailand

Philippines

Malaysia

Indonesia

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, September 2012 and March 2013 comScore began tracking the Lazada Sites Property in September 2012

28

Spotlight: International Leader Amazon, loses share Malaysia, Vietnam and Indonesia show biggest drop
Unique Visitors (000) to Amazon Sites
-28%

577

416 -20% 295 235 -5% 182 173 -18% 159 130

Apr-12 Mar-13

-5%

-26% 166 123

137

133

Indonesia

Malaysia

Philippines

Singapore

Thailand

Vietnam

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, April 2012 and March 2013

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Retail Category Provides Lots of Headroom for Growth Both in terms of Penetration and Time Spent
Percent Reach of Retail Category
Worldwide Vietnam 73.7% 76.7% 54.8% 54.4% 67.4% 53.3% 68.4%

Minutes Spent per Visitor on Retail Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 36.5 79.5

Indonesia
Malaysia Thailand Philippines Singapore

21.8
18.0 20.3 17.4 33.2

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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#FutureinFocus

NEWS AND INFORMATION

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Reach of News/Information Category is Highest in Singapore, but Visitors in Vietnam Spend the Most Time on Those Sites

Percent Reach of News/Information Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines 50.0% 92.3% 63.5% 73.0% 71.0% 76.1% 90.0%

Minutes Spent per Visitor on News/Information Category
Worldwide Vietnam Indonesia 75.9 37.4 32.9 25.9 55.7 69.7 194.8

Malaysia
Thailand Philippines Singapore

Singapore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

32

Large Nonresident Population Drives Visiting to Filipino News Sites Singapore’s News Channels Source Traffic from Within the Region
0
VIETNAM VnExpress DANTRI.COM.VN Bao Moi 0 MALAYSIA Malaysiakini Sites The Star Online THEMALAYSIANINSIDE… 0 PHILIPPINES INQUIRER.NET ABS-CBNNEWS.COM PHILSTAR.COM 500 1,000 1,500 2,000 63% SINGAPORE The AsiaOne Network CHANNELNEWSASIA.COM 500 1,000 1,500 2,000 THAILAND Sanook News Manager Media Group Nation Multimedia Group 0 5,000 74% 10,000

4,000

8,000

12,000
INDONESIA Kompas Gramedia detikcom Kapanlagi.com Sites

0

2,000

4,000

6,000

0

2,000

4,000

61%
63%

In-Country UV (000)

Out-of-Country UV (000)

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Blogs Form an Important Component of News Stream Reach of the Category is Highest in Indonesia and Thailand
Percent Reach of Blogs Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 49.7% 58.5% 53.3% 49.5% 71.6% 64.5% 71.3%

Minutes Spent per Visitor on Blogs Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 14.4 25.2 15.6 32.9 28.3 29.5

20.8

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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#FutureinFocus

ONLINE TRAVEL

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Well Traveled Singaporeans Have Highest Visitation to Travel Sites Users in Thailand also Visit at an Above-Average Rate, while Indonesians Spent the Most Time on the Category
Percent Reach of Travel Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 27.8% 45.7% 23.0% 22.9% 30.0% 37.7% 35.7%

Minutes Spent per Visitor on Travel Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 19.2 17.3 15.7 25.4 9.2 32.3 25.6

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

36

Visiting to Travel Subcategories Singapore and Thailand lead others in the travel segment
30.0%

% Reach of Travel Subcategories
25.0%

20.0%

15.0%

10.0%

5.0%

0.0% Travel - Information Online Travel Agents Hotels/Resorts Airlines

Vietnam

Indonesia

Malaysia

Thailand

Philippines

Singapore

Worldwide

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

37

Priceline Has Made Major Inroads in All Markets in Southeast Asia Local Low-Cost Airlines Prominent in Top Sites Lists Across Region
Unique Visitors (000) Top 5 Travel Sites per Country

Vietnam
Priceline.com Incorporated MYTOUR.VN VIETJETAIR.COM Vietnam Airlines Qantas Airlines 424 309 305 301 294

Indonesia
Priceline.com Incorporated LIONAIR.CO.ID AirAsia TripAdvisor Inc. GARUDA-INDONESIA.COM 970 561 513 396 381

Malaysia
Priceline.com Incorporated AirAsia Malaysia Airlines TripAdvisor Inc. Orbitz Worldwide 1,278 1,078 672 629 294

Thailand
Priceline.com Incorporated Sanook Travel AirAsia TripAdvisor Inc. CHIANGRAIFOCUS.COM 1,229 557 541 389 346

Philippines
Priceline.com Incorporated CEBUPACIFICAIR.COM TripAdvisor Inc. AirAsia Orbitz Worldwide 569 464 336 199 168

Singapore
STREETDIRECTORY.COM Priceline.com Incorporated TripAdvisor Inc. Tiger Airways Qantas Airlines 374 372 299 238 203

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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#FutureinFocus

ENTERTAINMENT AND ONLINE VIDEO

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Countries with More Young People Visit and Spend More Time on Entertainment Sites
Percent Reach of Entertainment Category
Worldwide Vietnam Indonesia Malaysia Thailand 88.0% 96.1% 79.8% 97.2% 99.1% 82.5% 96.3%

Hours Spent per Visitor on Entertainment Category
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 2.9 3.4 2.2 3.5 5.3

2.3
4.8

Philippines
Singapore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

40

Web Users in Vietnam Most Likely to Visit Music, Movies, and Entertainment News Sites in the Region
80%

% Reach of Entertainment Subcategories

63%

Multimedia

79%

94%
73% 82% 80%

Entertainment Music

41% 36% 41% 36% 36%

As in almost all markets, YouTube accounts for the lion’s share of visiting to Multimedia sites in this region

61%

Entertainment News

33% 23% 16% 25% 41% 59%

Local sites typically dominate the Entertainment News category

Entertainment Movies

16% 26% 47% 21% 36% 16% 18%

Vietnam
Indonesia Malaysia Thailand Philippines Singapore

TV

26% 32% 20% 44%

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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Most Top Entertainment Sites in SEA are International Properties
Unique Visitors (000) Top 5 Entertainment Sites per Country

Vietnam
YOUTUBE.COM ZING MP3 24h Online Advertising JSC KENH14.VN NHACCUATUI.COM 11,101 9,711 7,054 5,373 5,236

Indonesia
YOUTUBE.COM omg! from Yahoo! KAPANLAGI.COM CBS Interactive VEVO 7,171 2,172 2,133 1,808 1,636

Malaysia
YOUTUBE.COM CBS Interactive VEVO Viacom Digital DAILYMOTION.COM 7,339 2,152 1,884 1,730 1,329

Thailand
YOUTUBE.COM MTHAI.COM DAILYMOTION.COM VEVO iTunes Software (App) 7,289 3,329 2,491 2,053 1,589

Philippines
YOUTUBE.COM VEVO CBS Interactive Viacom Digital iTunes Software (App) 4,902 1,563 1,447 1,231 1,225

Singapore
YOUTUBE.COM iTunes Software (App) CBS Interactive MediaCorp Network VEVO 1,989 978 870 772 694

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

42

Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now
16,000 14,000 12,000 10,000 8,000
+18% +3% -2% +14%

6,000

4,000
2,000 0 Vietnam Indonesia Apr-2012 Malaysia Apr-2013 Philippines

+5%

Singapore

*Sum of 5 Countries Under Video Measurement by comScore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

43

But Videos Per-Viewer on PC moves in opposite direction

Videos Viewed per Visitor
-46%

192.6

-26%

160.6
-3% -41%

119.1 104.8
-29%

Apr-12 Apr-13

98.4 95.3

100.4

71.2 50.5 59.4

Vietnam

Indonesia
© comScore, Inc.

Malaysia
Proprietary.

Philippines

Singapore
44

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

Google Accounts for the Majority of Videos Viewed Overall in the Region, with Some Exceptions
No other major player dominates in Indonesia. 58% of videos viewed are on video properties, of which none comprise more than 2.5% of the total In the Philippines, 14.5% of Videos Viewed are on Facebook

All Others Google Sites

Share of Videos Viewed

36%

24%

23% 46%

58%
76% 42% Vietnam Indonesia
459 M

64%

77% 54%

Malaysia
931 M

Philippines
357 M

Singapore
353 M

Total Number of Videos Viewed

1.6 B

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

45

#FutureinFocus

SEARCH

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Number of People Using Search Continues to Grow Except for Singapore and Malaysia

Growth in Unique Searchers March 2012 to March 2013
+13%

Worldwide, the number of unique searchers grew by 6% over the same time period

Unique Searchers (MM)

15.3 13.6
+6% +7%

11.4

12.3

-2%

9.5

10.0

10.9 10.7
+19%

6.8 5.7
--

3.0 3.0

Vietnam

Thailand

Indonesia Mar-12

Malaysia Mar-13

Philippines

Singapore

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

47

Thai Internet Users the Heaviest Searchers Singapore, Malaysia, Indonesia Score Below Global Average
143.3 119.7 Searches per Searcher

122.1
97.3

120.8

91.1 83.9

World-Wide

Vietnam

Thailand

Singapore

Philippines

Malaysia

Indonesia

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

48

As is the Case Globally, Google Captures Vast Majority of Search Market in the Region
In Indonesia, Malaysia, the Philippines and Singapore, Yahoo! takes the #2 spot, but only accounts for less than 6% of searches in each of those countries

Google Share of Total Searches

96%

97%

88%

87%

84%

84%

Vietnam

Thailand

Indonesia

Malaysia

Philippines Singapore

Google Share of Searches

All Other

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

49

#FutureinFocus

COUNTRY SPOTLIGHTS

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SPOTLIGHT: INDONESIA Key Categories Indonesians More Likely to Visit Blogs and Social Networks Other Key Categories Have Growth Potential
Highest-Indexing Categories by Reach, Compared to WW Averages
72%
Blogs 44% 53% 87% Social Networking 67% 79% 86% 79% 87% 52% 53% 54% 80% 83% 88% News/Information 59% 54% 67% 29% 23% 33% 63% 67% 76% 53% 56% 65% 63% 74% 78% APAC WW

Lifestyles

Photos

Search/Navigation

e-mail

Games

Multimedia

Entertainment

Indonesia

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

51

SPOTLIGHT: MALAYSIA Key Categories Malaysian Web Users More Likely to Visit Blog Sites; Also More Likely to Visit Social Networks and Entertainment Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
64% Blogs 44% 53% 92% Social Networking 67% 79% 97% 83% 88% 95% Search/Navigation 79% 87% 95% 89% 93% Photos 32% 23% 33% APAC WW 79% 74% 78% 64% 56% 65% 74% 68% 76% 73% 67% 76%

Multimedia

e-mail

Directories/Resources

Entertainment

News/Information

Portals

Malaysia

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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SPOTLIGHT: PHILIPPINES Key Categories Filipino Web Users Among the Most Likely to Visit Social Networking and Photo Sharing Sites in the World
Highest-Indexing Categories by Reach, Compared to WW Averages
96% Social Networking 67% 79% 36% 23% 33% 55% 53% 54% 84% 79% 87% 73% 74% 78% 83% 83% 88% 50% 44% 53% 83% 89% 93% 56% 56% 65% 65% 68% 76% APAC WW

Entertainment

Photos

Blogs

Portals

Games

e-mail

Search/Navigation

Directories/Resources

Multimedia

Philippines

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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SPOTLIGHT: SINGAPORE Key Categories Wealthier, More Mature Web Audience in Singapore Focuses Visitation on Travel, Business/Finance, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
46% Travel 29% 36% 72% Business/Finance 52% 57% 92% News/Information 38% 26% 34% 59% 44% 53% 71% 56% 65% 96% 83% 88% 73% 54% 67% Singapore APAC WW

Education

Blogs

e-mail

67% 76%
73% Entertainment

Technology

51% 61% 44% Lifestyles

TV

23% 38%

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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SPOTLIGHT: THAILAND Key Categories Thai Web Users More Likely to Visit a Breadth of Web Categories Education, Blogs, and Photos Index Highest
Highest-Indexing Categories by Reach, Compared to WW Averages
47% Education 26% 34% 68% Blogs 44% 53% 40% Photos 98% 83% 88% 59% 53% 54% 98% 89% 93% 70% 54% 67% 91% 79% 87% APAC WW

Entertainment

Games

Portals

23% 33%
92% Lifestyles

Multimedia

74% 78% 94% Search/Navigation

Social Networking

67% 79% Thailand

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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SPOTLIGHT: VIETNAM Key Categories Web Users in Vietnam More Likely to Visit Instant Messengers, Education, Games, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
39% 30% 21% 50% Education 26% 34% 69% Games 73% 54% 67% 96% 83% 88% 95% 79% 87% 66% 51% 61% 98% 89% 93% APAC WW

Instant Messengers

Lifestyles

Entertainment

Search/Navigation

53% 54%
90% Technology

News/Information

67% 76% 88% Portals

Social Networking

67% 79% Vietnam

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Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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#FutureinFocus

CONCLUSION

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2013: Putting the Future in Focus

ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour.

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2013: Putting the Future in Focus

MULTI-PLATFORM TAKES CENTER STAGE
With the platform shift in full swing, businesses will be challenged in the coming year to stay ahead of consumers’ usage curve and deliver them with the content they want, when and where they want it. It will also be imperative to maintain revenue streams in the core digital channels while capturing market share and monetizing emerging channels. Doing so will require businesses to get even smarter in how they scale their content to other platforms by developing integration strategies that deliver unique offerings to advertisers. Integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers, simplify campaign management for agencies and foster greater pricing equilibrium between their content channels. As the bridge between traditional and digital platforms, online video will play an important leading role in how these integration strategies materialize.

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2013: Putting the Future in Focus

VALIDATION MATTERS
According to ZenithOptimedia's Advertising Expenditure Forecasts, APAC is already the largest advertising market outside North America. Internet ad expenditure is set to overtake that of newspapers by the end of 2014. By 2015, online advertising will account for 21.9% of all adspend. While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality – whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability. comScore’s vCE benchmark study about viewable impressions over 1000’s of campaigns, showed that an average of 54% ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend. Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year.

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Tweet-bits
• • • • • • • • • • • Asia Pacific accounts for 41% of the total online population, 644 million http://cmsc.re/hGKMc #FutureinFocus 16.1m, Vietnam has the largest online population in Southeast Asia http://cmsc.re/hGKMc #FutureinFocus Philippines is the fastest growing online audience in the region, grew almost 22% http://cmsc.re/hGKMc #FutureinFocus Non-PC traffic in South-East Asia zooms ahead, in excess of 20% http://cmsc.re/hGKMc #FutureinFocus 27.2 hours spent online by Thais in a month, highest average in SEA http://cmsc.re/hGKMc #FutureinFocus 74% of Vietnamese and Thai online population is under 35 yrs old http://cmsc.re/hGKMc #FutureinFocus 41.5% of PC screen time is spent on Social in the Philippines http://cmsc.re/hGKMc #FutureinFocus 3 of the top 15 Facebook markets by % reach are in SEA http://cmsc.re/hGKMc #FutureinFocus Non-resident Filipinos drive more than half of news website traffic in the Philippines http://cmsc.re/hGKMc #FutureinFocus Indonesia is the blogging capital of SEA, average 32.9 minutes spent on blogs per visitor http://cmsc.re/hGKMc #FutureinFocus 42 million Southeast Asians watch videos online http://cmsc.re/hGKMc #FutureinFocus

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#FutureinFocus

METHODOLOGY

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Methodology and Definitions
This report utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Video Metrix, comScore MobiLens, and comScore Device Essentials.

comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX

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ABOUT COMSCORE
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.

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#FutureinFocus

SEA Digital Future in Focus 2013
Key Insights from the last 12 months and the way forward

Email: Media Requests: worldpress@comscore.com

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