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State of The Internet Southeast Asia March 2011
State of The Internet Southeast Asia March 2011
9 March 2011
Joe Nguyen
Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com
V0910
V0910
comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics 2 Million Person Panel 360View of Person Behavior The Only Global Measurement of Audience and E-commerce
V0910
1,222
1,324
+8%
336.4 361.7
+3%
198.4 204.0
+32%
85.2 112.5
+15%
96.6 111.4
Asia Pacific
Europe
North America
Latin America
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
Malaysia
Indonesia
Vietnam 2009
Philippines 2010
Hong Kong
Singapore
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010
52.7% 42.6% 51.3% 49.8% 50.0% 49.8% 45.5% 45.2% 34.7% 41.1% 32.7% 31.9% 31.5% 32.8% 31.1% 33.6% 29.7% 28.6% 28.8% 30.4% 2010 2009
Games
Blogs
Business/Finance
Instant Messengers
TV
Sports
Auctions
Travel
Education
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Social Networking the Biggest Gainer in terms of Share of Time Spent Online. Instant Messengers and Email Lost Share
Key Categories: Share of Time Spent Online WW Population, 2009 vs 2010
Search/Navigation Social Networking 2.2% 1.9% 6.2% 5.7% 3.5% 3.1% 6.6% 7.2% 2.4% 2.5% 1.9% 2.0% 0.8% 0.8% 0.6% 0.6% 3.1% 3.0% 16.0% 11.9%
Photos Games Blogs Business/Finance Instant Messengers TV Sports Auctions Travel Education
2.6% 0.7% 3.8% 3.9% 0.9% 0.8% 1.5% 1.6% 9.2% 12.2% 0.6% 0.5% 1.2% 1.2% 1.6% 1.7% 0.5% 0.5% 0.7% 0.7% 2010 Share 2009 Share
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
10
22% 22%
14%
11% 9% 6%
7% 9% 6% 8% 12% 9%
27% 45-54
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
12
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
15-34 Year Olds Spend More Time Online; Difference Varies by Country
In each country, 15-34 year olds spend more time online on average Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders Average Hours Spent Online
31.0 24.4 20.1 16.8 15.0 17.1 14.8 14.6 15.8 25.4 22.4 19.7 Age 15-34 Age 35+
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
13
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
47%
36%
46%
48%
14
51%
51%
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
Topics
- Social Networking & Photos - Travel & Low Cost Airlines - Growth of Online Retail - Online Banking on the Rise - Video and Multimedia - News and Blog Sites - Search Snapshot
15
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
16
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user
Turkey Israel Chile Malaysia Argentina Venezuela Indonesia Canada Colombia Peru Mexico United Kingdom Puerto Rico Finland
17
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
18
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
19
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
20
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
LCAs Among Most Visited & Post Highest Growth in Each Country
Unique Visitors (000) & YOY Growth Top 3 Airline Sites per Country Malaysia
AirAsia Malaysia Airlines Firefly Airlines 1,088 444 -10% 223
+49%
Vietnam
Qantas Airlines Tiger Airways Vietnam Airlines
Hong Kong
Cathay 122 +40% Pacific Group 101 +1,381% Tiger Airways 92 151 +8% 75 +1,904% 36
AirAsia
Indonesia
Lion Air
Philippines
375 +123% Cebu Pacific 311 Philippine Airlines Air Phil Express 409 +58% 203 +41% 114
Singapore
Tiger Airways Qantas Airlines Singapore Airlines 276 +40%
150 -10%
---
193 +106%
145
21
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2010 and January 2011
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
22
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Vietnams Top Retail Sites are Almost Exclusively Local Indonesia Also Has Local Representation Among Top Sites
Unique Visitors (000) Top 5 Retail Sites per Country
Malaysia
Amazon Sites Apple.com Worldwide Sites Alibaba.com Corporation AVG.COM Hewlett Packard 1,110 777 663 251 207
Vietnam
VATGIA.COM THEGIOIDIDONG.COM 5GIAY.VN MUACHUNG.VN DENTHAN.COM 2,743 740 682 524 469
Hong Kong
Alibaba.com Corporation Apple.com Worldwide Sites PRICE.COM.HK Amazon Sites DCFEVER.COM 997 788 446 445 315
Indonesia
Amazon Sites INDONETWORK.CO.ID Apple.com Worldwide Sites BHINNEKA.COM SMADAV.NET 761 659 474 322 320
Philippines
Amazon Sites Apple.com Worldwide Sites Alibaba.com Corporation Yahoo! Shopping AVG.COM 991 571 173 146 127
Singapore
Apple.com Worldwide Sites Amazon Sites Alibaba.com Corporation GMARKET.COM.SG SINGTELSHOP.COM 575 423 227 150 89
23
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
Malaysia
Indonesia
Vietnam Jan-10
Philippines Jan-11
Hong Kong
Singapore
24
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2010 vs January 2011
25
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
26
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Average Video Viewer in High-Bandwidth Hong Kong and Singapore Watched Twice as Much Video as Viewers in Malaysia
Among the three markets in Southeast Asia where comScore measures actual video consumption, Malaysia has the largest number of online video viewers but the lightest average usage The average Hong Kong web user who watched online video in January viewed almost 12 hours of video content over the course of the month
Total Unique Video Viewers (000)
Malaysia
8,188.6
Hong Kong
3,748.6
Hong Kong
11.9
Singapore
2,343.6
Singapore
114
Singapore
10.7
27
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, January 2011
Philippines
INQUIRER.NET GMANEWS.TV PHILSTAR.COM ABSCBNNEWS.COM MB.COM.PH 37% 41% 46% 33% 36%
Global UV (000)
Outside Vietnam
comScore, Inc. Proprietary and Confidential. 28
Within Philippines
Outside Philippines
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
--
+18% 51%
50% 50%
Worldwide
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
2009 Reach
2010 Reach
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
29
30
Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, January 2011
Country Overviews
31
91% 70% 88% 85% 81% 53% 72% 67% 58% 50% 58% 68% 57% 63% 53% 57% 53% 58% 52% 51%
Technology
93 79 70 86 104 95 63 59 54 44
20% 32% 19% 33% 15% 29% 14% 31%
50% 53% 48% 60% 44% 64% 39% 46% 36% 35% 28% 30%
Search/Navigation
News/Information
Photos
Retail
Multimedia
Business/Finance
Blogs
Instant Messengers
Directories/Resources
Travel
Sports
Downloads
TV
Community
Education
Games
Auctions
Malaysia Worldwide
32
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
Web users in the Central region are more likely to visit Banking sites and to use IM and webmail Online Gaming sites are more likely to be visited by users outside Central Malaysia Highest-indexing categories are in fact location-specific categories such as Job Search, Maps, and Real Estate
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), January 2011
Rest of Malaysia
comScore, Inc. Proprietary and Confidential. 33
MM Unique %
Viewers
Percent of 15+ Internet Audience Percent of Total Population Total Videos Total Hours of Video Videos per Viewer Hours per Viewer
comScore, Inc. Proprietary and Confidential. 34
MM
MM
Malaysian Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, January 2011
Index: 128 100 Index: 129 143 103 136 154 109 108 89 117 83 85 81 91 91 93 88 91 102
53%
90% 70% 85% 85% 76% 68% 50% 66% 60% 56% 63% 55% 67% 55% 68% 53% 58% 50% 57%
Retail Technology Games Instant Messengers Business/Finance Education Sports Travel Health TV
78 91 84 78 56 85 73 73 83 49
27% 35% 25%
46% 24% 29% 23% 32% 22% 30% 18% 21% 16% 33% Indonesia Worldwide
35
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
Index: 128 Index: 107 149 100 Index: 129 143 124 103 206 136 154 108 109 108 97 89 117 100 83 85 105 81 91 94 91 93 112 88 91 102
35% 69% 64% 67% 68% 67% 67% 66% 63% 66% 70% 60% 53% 60% 72% 58% 72%
Vietnam Worldwide
36
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
Index: 128 Index: 135 100 Index: 129 167 143 103 102 136 154 109 109 108 100 89 117 90 83 85 118 81 91 105 91 93 89 88 91 102
95% 70% 88% 53% 87% 85% 73% 67% 63% 63% 61% 68% 60% 51% 60% 57% 52% 58% 51% 50%
Technology Retail News/Information Instant Messengers Travel Business/Finance Sports Education TV Health
95 75 79 123 92 53 74 76 58 72
51% 53% 48% 64% 47% 60% 43% 35% 27% 30% 24% 46% 23% 32% 22% 29% 19% 33% 15% 21% Philippines Worldwide
37
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
85% 85%
Blogs Technology Games Downloads Instant Messengers Auctions TV Travel Education Sports
55% 50% 53% 53% 51% 51% 48% 57% 45% 35% 40% 31% 38% 33% 32% 30% 24% 29% 19% 32% Hong Kong Worldwide
38
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
MM Unique %
Viewers
Percent of 15+ Internet Audience Percent of Total Population Total Videos Total Hours of Video Videos per Viewer Hours per Viewer
comScore, Inc. Proprietary and Confidential. 39
MM
MM
Hong Kong Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, January 2011
Technology
54% 53% 52% 51% 50% 57% 48% 35% 47% 30% 44% 46%
Social Networking
Games
Multimedia
77% 67% 68% 53% 65% 63% 65% 58% 59% 68% 58% 64% 58% 60% 55% 50%
Downloads
Photos
Instant Messengers
Travel
Community
Business/Finance
Directories/Resources
TV
Retail
Sports
News/Information
Education
Blogs
Auctions
Singapore Worldwide
40
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
MM Unique %
Viewers
Percent of 15+ Internet Audience Percent of Total Population Total Videos Total Hours of Video Videos per Viewer Hours per Viewer
comScore, Inc. Proprietary and Confidential. 41
MM
MM
Singaporean Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, January 2011
Thank You!
42
Joe Nguyen
Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com