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ComScore State of the Internet Asia Pac_July 2010

ComScore State of the Internet Asia Pac_July 2010

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State of the Internet with a focus on Asia Pacific

July 2010

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

Joe Nguyen, Vice President for Southeast Asia, comScore, Inc. Will Hodgman, Executive Vice President, comScore Inc.

Powerful Platform: Global Panel of Almost 3 Million Consumers,
Largest of Its Kind The Only Global Measurement of Audience and e-Commerce
Corporate headquarters: Reston, USA

– 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 Almost 3 million panelists WW 41 Media Metrix Reported Countries 170+ Countries with Panel Presence Number of Domains coded in Dictionary: 1,000,000+ 700 Servers + 1000 TB of Storage

© comScore, Inc. Proprietary and Confidential.

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Almost 3 Million comScore Panelists in Over 170 Countries

© comScore, Inc. Proprietary and Confidential.

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Media Metrix Reporting Markets

Countries Currently Reporting Australia China Hong Kong India Japan Malaysia New Zealand Singapore South Korea Taiwan Indonesia Philippines Vietnam

Other Regions Currently Reporting Worldwide – 171 countries North America Latin America Asia Pacific Europe Launching in Q3 2010 State/Region Level Data for China, India, Japan, Malaysia & Australia.

© comScore, Inc. Proprietary and Confidential.

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1,400 Customers and a 90%+ Subscription Repeat Rate
Media Agencies Telecom/ Mobile Financial Retail Travel CPG Pharma Technology

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Recent and exciting additions to comScore’s capabilities in Asia…
Launched Measurement of 3 New Markets Launched Media Planner Launched Video Metrix

Philippines

Indonesia

Vietnam

A comprehensive media planning tool that allows you to seamlessly move through planning – building your campaign, calculating R/F and tinkering to improve results – all within a single interface.
© comScore, Inc. Proprietary and Confidential. 6

The leading source of transparent, end-to-end video measurement intelligence, relied on by publishers and advertising agencies to ensure scalability, growth and success in the online video marketplace.

Coming soon…
State-level Geographic Reporting in Japan, China and Malaysia Mobile Measurement in Japan

MobiLens provides the mobile industry with unparalleled clarity on mobile behaviors, demographics and key landscape features so users can build solid mobile strategy, back their direction with data, and execute on those plans with confidence.
© comScore, Inc. Proprietary and Confidential. 7

Asia is Fueling WW Internet Growth
The Asia Pacific region added 39 million new Internet users over the age of 15 in the past year Latin America and Middle East – Africa posting the highest growth rates on a percentage basis, but on a much smaller base
Worldwide Online Population (Millions)
+11%
1,122 1,244

May-2009

May-2010

+8% 11%

Online Population by Region (Millions)

10% 21% 16%

© comScore, Inc. Proprietary and Confidential.

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Global Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2009 and May 2010

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
China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 65.3 72.4 +11% 200.6 263.8 +31%

34.2 +13% 38.8 28.3 +5% 29.9 12.3 +7% 13.1 11.6 +14% 13.1 9.3 +5% 9.7 6.0 7.2 5.1 3.9 4.1 2.6 2.8 2.5 2.7

CNNIC estimates 384 MM total Internet users* in China as of Dec 2009, up 29 percent from 298 MM a year earlier. The increase of 86MM is approximately twice the size of the online population in France!
* including ages 6+ and people accessing the Internet from shared computers and Internet cafes

+7% +8% +9% May-2009 May-2010

Internet users ages 15+ accessing the internet from a Home or Work computer
© comScore, Inc. Proprietary and Confidential. 9

Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2009 and May 2010

Average Web Usage Low, But a Wide Range Between Countries
■ Average Internet usage in Asia Pacific is relatively low when compared to other regions ■ Users in South Korea, Hong Kong, and Singapore spend the most time online ■ Countries with high broadband availability and penetration are more likely to have heavier internet usage ■ As broadband becomes more widely available in the region, usage will also increase ■ Users in India and China are the lightest users, with the size of these developing markets having disproportionate impact on the regional average of 16.4 hours over the month
Average Time Online Average Hours per Visitor
World-Wide Asia Pacific Europe North America Latin America MidEast/Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 23.8 16.4 25.0 36.0 26.7 27.7 13.0 19.1 12.3 32.9 22.1 17.0 15.6 21.5 17.2 18.6 27.9 22.8 19.4

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010

RAM and Storage Not a Limiting Factor in Asia Pacific
Computers in Asia are large enough and fast enough for Internet use. Cost, speed, and availability of Internet connections are a more common limiting factor
Average RAM Size (MB)
World-Wide Western Europe Eastern Europe Asia Pacific North America Latin America Singapore Australia Hong Kong Malaysia Taiwan New Zealand Japan Korea China 1,399 1,875 1,796 1,753 1,602 1,587 1,504 1,413 1,373 1,314 1,526 2,069 3,851 3,383 4,063

Average Hard Drive Size (GB)
World-Wide Western Europe Eastern Europe Asia Pacific North America Latin America Singapore Australia Hong Kong Malaysia Taiwan New Zealand Japan Korea China 193.5 181.2 182.6 229.9 217.0 301.2 202.2 231.7 219.5 201.4 186.9 164.1 227.8 273.4 254.5

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Tech Metrix Report, May 2010

Emerging Online Markets = Younger Audiences, Fewer Women
■ Not surprisingly, countries with higher internet penetration = more mature web audiences ■ Australia, New Zealand, Singapore and HK have gender parity online; elsewhere there are fewer women
Internet Population % Women by Country
China Japan India South Korea Australia Taiwan Malaysia Indonesia Philippines Hong Kong Singapore New Zealand 42% 44% 30% 47% 50% 47% 47% 36% 48% 50% 51% 51%

Internet Population Age Distribution by Country
Japan South Korea Australia Hong Kong Singapore New Zealand Taiwan China India Malaysia Indonesia Philippines 18% 22% 21% 20% 20% 20% 24% 33% 38% 38% 40% 40% 22% 25% 21% 23% 25% 21% 28% 30% 38% 26% 33% 30% 23% 17% 20% 19% 21% 25% 27% 17% 22% 23% 23% 26% 18% 21% 19% 23% 16% 10% 9% 5% 15% 6% 2% 17% 18% 20% 9% 19% 10% 9%

9% 5% 7% 3% 8%2%

15-24
© comScore, Inc. Proprietary and Confidential. 12

25-34

35-44

45-54

55+

Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Report, May 2010

Audiences Worldwide Prefer to Consume Content in their Native Languages
Europe Asia Pacific
Australia NewZealand
Norway UnitedKingdom Ireland Denmark

Americas, MidEast & Africa
Canada PuertoRico Colombia Venezuela Mexico Chile Argentina Brazil SouthAf rica

India Singapore Malaysia

Sweden Portugal Finland Switzerland Belgium

Hong Kong South Korea

Netherlands

Taiwan Japan China

Austria Italy Turkey Spain France Germany Russia

Israel English non-English Local Language Other

© comScore, Inc. Proprietary and Confidential.

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Source: comScore Custom Analysis of Page Views by Language, May 2009

Facebook joins Google, Yahoo! And Microsoft as the Only Global Sites in the Top 10
The very large Chinese audience understandably has an outsize effect on regional rankings: 6 of the top 10 properties are based in China, and are focused almost exclusively on the Chinese audience. Google, Yahoo! and Microsoft maintain the Top 3 slots for the region, however, and Facebook takes the #10 spot. TENCENT’s popular QQ application drives its usage statistics up, and Facebook’s ‘stickiness’ is well-documented.
Top 10 Properties: Asia Pacific
% Reach
Google Sites Yahoo! Sites Microsoft Sites Baidu.com Inc. TENCENT Inc. SINA Corporation Alibaba.com Corporation Sohu.com Inc. NetEase.com Inc. FACEBOOK.COM 54.9 41.0 39.8 35.2 35.2 22.2 21.6 17.8 16.9 16.5

Top 10 Properties: Asia Pacific
Average Minutes per User
Google Sites Yahoo! Sites Microsoft Sites Baidu.com Inc. TENCENT Inc. SINA Corporation Alibaba.com … Sohu.com Inc. NetEase.com Inc. FACEBOOK.COM 42.7 66.0 40.1 46.2 222.3 56.2 348.9 117.4 152.0 133.3

© comScore, Inc. Proprietary and Confidential.

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How Does Asia Use the Internet?
Most web users in Asia Pacific use Search (led by Google and Baidu), but Social Networks and Entertainment sites capture the largest share of users’ time online
Key Categories % Reach
Search/Navigation Entertainment Directories/Resources News/Information Retail e-mail Social Networking Downloads Community Games Blogs Technology Business/Finance Auctions Photos 77.2% 69.0% 62.3% 57.0% 55.9% 54.6% 50.5% 49.7% 47.7% 47.6% 45.8% 43.5% 40.5% 33.2% 27.0%

Key Categories Share of Time
Search/Navigation Entertainment Directories/Resources News/Information
Retail e-mail Social Networking Downloads Community Games Blogs Technology Business/Finance Auctions Photos 1.0% 1.9% 3.0% 1.5% 0.6% 1.9% 2.2% 0.5%

4.1% 9.1% 1.8% 2.7%
3.5% 4.1% 9.5%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Search is Uniformly Popular in Asia Pacific
Most in Asia Pacific use Search, but average search volume varies considerably
Search/Directories % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 83.7% 77.2% 87.5% 92.4% 86.9% 81.3% 67.3% 89.6% 84.9% 92.4% 91.5% 86.0% 88.2% 92.9% 84.2% 85.5% 85.1% 92.5% 88.9%

Search Average Searches per Searcher
World-Wide Asia Pacific Europe North America Latin America MidEast-Africa China Japan India Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 109.5 89.0 126.2 113.4 144.7 96.9 66.8 126.2 79.2 136.9 129.2 85.8 92.4 72.1 91.4 140.2 125.6 122.7 125.8

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix and qSearch, April 2010

Google Trails where Local Language is Dominant and There is a Strong Local Challenger
Google Share of Total Searches
World-Wide Asia Pacific Europe North America Latin America Mid East-Africa China 13% Japan India Korea 8% Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand
33% 73% 77% 64% 54% 28% 70% 90% 80% 48% 86% 51% 80% 62% 25% 38% 77% 62% 86% 83% 63%

Searches on Google account for twothirds of global searches; in Asia-Pacific, Google accounts for less than 45% 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. In countries where Yahoo! has done an effective job of localization, such as in Japan and Taiwan, it has become the top search provider Country China Japan Korea Taiwan Hong Kong
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64% 44%

Top Search Provider Baidu Yahoo! Japan NHN Corporation (Naver) Daum Yahoo! Taiwan Yahoo!

© comScore, Inc. Proprietary and Confidential.

Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix and qSearch, April 2010

Entertainment is Extremely Popular in Asia Pacific
High-penetration, high-broadband countries spend the most time on Entertainment
Entertainment % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 77.5% 69.0% 81.7% 97.4% 74.9% 64.8% 63.4% 75.3% 63.1% 81.8% 80.1% 90.4% 73.3% 92.2% 69.0% 73.8% 90.8% 91.7% 79.0%

Entertainment Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 9.3% 9.1% 9.4% 10.1% 9.7% 7.5% 7.1% 16.2% 8.1% 6.4% 9.6% 7.2% 9.5% 7.8% 5.4% 12.6% 11.8% 15.1% 11.9%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Japan watches the most Videos; Singapore is on YouTube Most
Video viewers in Japan watched an average of 158.3 videos in May 2010, and viewers in Australia spent the most time watching videos, logging more than 14 hours in May Hong Kong and Singapore have similarly high per-viewer volume The majority of videos seen in Singapore and Malaysia were on YouTube. YouTube’s share in Japan is still significant, but much smaller – local providers there perhaps had first-mover advantage, and have the further advantage of being local
Total Unique Hours per Viewers Viewer (MM) China Japan Australia Malaysia Hong Kong Singapore 199.4 61.1 10.9 8.1 3.7 2.5 13.4 6.9 14.3 7.0 4.7 11.5 Videos per Viewer 51.8 158.3 94.0 74.4 147.4 145.7
Australia 55.0

YouTube Share of Videos Watched
Singapore 63.3

Malaysia

62.6

Hong Kong

51.4

Japan

44.0

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, May 2010

Social Networking Captures Significant Time in Certain Countries
No doubt that SNs have become very important in the region, but the extent varies
Social Networking % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 69.8% 50.5% 80.9% 89.0% 82.7% 72.6% 38.4% 44.2% 71.8% 64.1% 82.4% 76.8% 86.5% 51.4% 87.0% 89.9% 75.4% 85.9% 81.5%

Social Networking Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 13.9% 9.5% 18.7% 12.0% 16.4% 14.5% 7.8% 4.4% 14.4% 5.4% 18.1% 11.3% 25.9% 2.3% 32.6% 33.1% 12.5% 16.8% 18.7%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Philippines, Indonesia, Malaysia Heaviest Facebook Users
A few countries are holding on to local Social Networks, but usage does not approach Facebook levels
Top Social Networks
Baidu Space Kaixin001.com Orkut Facebook MIXI.JP CyWorld Wretch.cc Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook 16% 7% 50% 42% 19% 56% 62% 92% 87% 83% 76% 74% 70% 66% 17% Country China India Japan South Korea Taiwan Philippines Indonesia Malaysia Singapore Australia New Zealand Hong Kong Vietnam
© comScore, Inc. Proprietary and Confidential. 21

Social Network

Reach

Share of Time 0.1% 4% 6% 7% 3% 4% 5% 30% 31% 23% 15% 16% 14% 12% 2%

Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Twitter’s Popularity Increasing in this Region
Globally, Twitter reach has doubled in the past year. Regionally, its increase has been 3-fold, and much higher in some countries: Japan, India, Korea outpace that growth. Newly-reporting countries Philippines and Indonesia also post high reach and rapid growth. Twitter % Reach
20 18 16 14 12 10 8 6 4 2 0 17.0 15.8 14.9 12.7 9.6 Indonesia Japan Philippines Singapore India New Zealand Malaysia Australia South Korea Hong Kong Vietnam Taiwan China

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, November 2008 to May 2010

Wide Range in Popularity of Photo sites among Asian Audience
Philippines, Indonesia, Malaysia have highest Photos reach and share of time
Photos % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 43.8% 27.0% 53.0% 60.1% 53.8% 50.3% 21.3% 19.3% 31.8% 17.1% 57.6% 32.9% 65.1% 32.0% 63.9% 71.4% 57.2% 61.2% 52.7%

Photos Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 0.9% 0.5% 1.1% 0.7% 1.0% 1.5% 0.2% 0.2% 0.8% 0.1% 1.4% 0.4% 2.8% 0.5% 3.5% 4.3% 1.2% 1.7% 1.3%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Gaming Popularity Linked with Social Networking Use
For heaviest users in the Philippines, top Gaming sites are linked to Facebook use
Games % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 49.5% 47.6% 50.7% 58.1% 47.2% 38.6% 53.8% 36.5% 26.1% 52.8% 42.9% 55.2% 42.2% 59.8% 44.6% 62.5% 57.9% 54.0% 43.0%

Games Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 3.7% 3.0% 4.0% 4.2% 2.7% 4.2% 3.0% 2.9% 1.9% 3.8% 3.4% 3.0% 2.8% 2.6% 2.9% 5.5% 3.5% 2.9% 5.0%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Visiting to Retail Sites Strong Despite Immature E-Commerce
Above-average share of time on Retail driven by large markets in China & Japan
Retail % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 64.1% 55.9% 68.4% 84.2% 64.4% 45.9% 49.4% 77.8% 47.5% 71.7% 69.0% 60.5% 44.4% 66.3% 49.8% 46.6% 58.6% 62.6% 65.3%

Retail Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 2.6% 3.5% 2.2% 3.3% 1.6% 0.5% 4.5% 5.7% 1.4% 2.5% 1.6% 2.3% 0.7% 1.4% 1.0% 0.7% 1.5% 1.1% 1.5%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Comparison Shopping Sites are Key in Japan
Amazon is the #1 Retail site in Japan in terms of Reach, but Rakuten has an audience that is almost as large, AND spends more than twice as long on the site. Clearly, looking at the collection of sites that comprise the Top 10 Retailers, consumers in this developed e-Commerce market are using multi-category retailers and comparison shopping sites to find the best selection and value online.
Top Retail Sites: Japan
% Reach
Amazon Sites RAKUTEN.CO.JP Yahoo! Shopping Kakaku.com Inc. Apple.com Sites Rakuten Ichiba … Rakuten Books ValueClick Sites OCNK.NET DMM.COM 9.9 6.9 6.4 5.2 5.0 16.0 31.7 29.1 40.0 38.9

Top Retail Sites: Japan
Average Minutes per User
Amazon Sites RAKUTEN.CO.JP Yahoo! Shopping Kakaku.com Inc. Apple.com Sites Rakuten Ichiba … Rakuten Books ValueClick Sites OCNK.NET DMM.COM 16.3 15.6 10.8 7.7 3.8 0.9 7.0 7.0 17.6 36.1

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Business/Finance sites Frequented by Users from HK, Korea, S’pore
Banks dominate most countries’ Top Business/Finance site lists
Business/Finance % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 49.2% 40.5% 51.8% 80.3% 37.4% 28.4% 36.6% 41.2% 46.5% 69.7% 59.7% 39.3% 38.2% 33.0% 24.8% 25.9% 56.3% 54.1% 61.8%

Business/Finance Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 1.6% 1.9% 1.3% 2.4% 0.7% 0.4% 2.2% 1.5% 3.8% 1.2% 1.9% 2.1% 1.4% 1.2% 1.1% 0.3% 3.3% 2.4% 1.9%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

Banks & Financial Portals areTop Business/Finance Sites in India
A number of banks are among the Top Business/Finance sites in India, including both local and international banks. Financial portals such as Moneycontrol.com and Yahoo! Finance are also in the Top 10. Moneycontrol enjoys a high level of popularity in India, keeping users on the site an average of 71 minutes over the course of a month. Bombay Stock Exchange is a similarly sticky site in the category.
Top Business/FinanceSites: India
% Reach
ICICI Bank HDFC Group State Bank of India Citigroup Indian Overseas Bank MONEYCONTROL.COM Yahoo! Finance Axis Bank Life Insurance Corp of India Bombay Stock Exchange

Top Business/FinanceSites: India
Average Minutes per User
12.6
ICICI Bank HDFC Group State Bank of India Citigroup Indian Overseas Bank MONEYCONTROL.COM Yahoo! Finance Axis Bank Lif e Insurance Corp of India Bombay Stock Exchange

27.6 23.1 19.8 13.6 5.4 71.4 12.9 17.5 19.1 83.0

8.9 7.4 5.0 4.9 4.5 3.2 3.2 2.6 2.3

© comScore, Inc. Proprietary and Confidential.

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News/Information a Key Content Category for this Audience
Appetite for News, low connectivity demands make News/Info a key activity in Vietnam
News/Information % Reach
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 66.4% 57.0% 67.1% 98.1% 60.3% 49.1% 49.8% 70.1% 50.7% 81.6% 69.1% 76.5% 48.0% 91.1% 63.1% 43.1% 79.9% 75.2% 79.4%

News/Information Share of Total Online Time
World-Wide Asia Pacific Europe North America Latin America MidEast Africa China Japan India South Korea Australia Taiwan Malaysia Vietnam Indonesia Philippines Hong Kong Singapore New Zealand 2.7% 2.7% 2.5% 3.8% 1.7% 1.2% 2.5% 3.2% 1.5% 2.9% 3.3% 3.8% 1.6% 8.5% 4.7% 0.7% 2.6% 2.2% 3.3%

© comScore, Inc. Proprietary and Confidential.

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, April 2010

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 Demographic profiles in the region are closely linked with Internet penetration rates: where Internet penetration is high, the populations look more like the global average; in mid- and low-penetration countries, the audiences skew younger Internet usage is distinct by market
– High broadband penetration drives increased Entertainment usage in Japan, Hong Kong, Singapore – Social Networking is emerging as THE key Internet activity in a few markets, particularly in

Southeast Asia. The heavy penetration of social media also has a multiplicative “viral” effect for other types of Web 2.0 content. This ranges from Photo sharing to Video and Online Gaming
– 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.

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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

Stay up to date on the latest comScore News:
– Follow us on Twitter: twitter.com/comScore – Join our mailing list: www.comscore.com/join

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