About This Data Passport

From emerging markets to converging media, comScore is the
global source of digital market intelligence that truly measures
the digital world. This data passport offers a brief glimpse into
the vast array of vital insights that only comScore can reveal.

01 GLOBAL INTERNET POPULATIONS
02 HOW THE WORLD USES THE WEB
03 GLOBAL TOP PROPERTIES
04 WEBSITES TO WATCH
05 SHARE GAINERS
06 SOCIAL NETWORKING
07 VIDEO & ENTERTAINMENT
08 VIDEO CROSS-MEDIA SURVEY
09 GLOBAL SEARCH
10 DISPLAY ADVERTISING
11 AD EFFECTIVENESS
12 E-COMMERCE
13 MOBILE INTERNET USAGE
14 MOBILE INTERNET DEMOGRAPHICS
ABOUT COMSCORE
Measuring the digital world.


01. GLOBAL INTERNET POPULATIONS
The Worldwide Internet Audience Has Grown and
Shifted Dramatically in the Past Decade
Majority of global Internet users are in Asia. China alone
comprises 19% of the global Internet population, and is
continuing to grow rapidly.
In 1996, two-thirds of the world’s Internet population was in the
United States. Today, Asia Pacifc is the largest region, with China and
India demonstrating particularly high growth. In most of Asia, Internet
penetration is still relatively low, leaving signifcant growth potential
over the coming years. Latin America, the Middle East and Africa have
also experienced rapid growth and similarly low penetration. Central
Europe and Russia are also high-growth areas.
Distribution of Worldwide Internet Audience
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
December 2009
Source: comScore Media Metrix
02. HOW THE WORLD USES THE WEB
Instant Messengers, Social Networking, Entertainment
and Email Take Up Most of the Average Web User’s
Time, But Proportions Vary Greatly by Region
Emerging regions’ Internet usage tends to be heavy on
communication, while mature Internet markets spend more
time on categories which demand high-bandwidth connections.
Instant messenger usage takes up almost a third of all online time
in Middle East-Africa, and more than a quarter of all online time in
Latin America. Higher available bandwidth in Europe, North America,
and parts of Asia allow users in those regions to spend more time
on Entertainment, News/Info, and Sports, categories which typically
include media and content that require faster connections.
Share of time spent on Retail sites is highest in North America,
unsurprising during the holiday season. Though they are far less likely
to make purchases online, web users in Asia Pacifc nonetheless
spend an above-average share of their time on Retail sites,
underscoring the importance of online research and comparison
shopping even when the actual purchase takes place offine.
Share of Regional Minutes on Key Online Categories
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
December 2009
Source: comScore Media Metrix
Worldwide Asia Pacific Europe
North
America
Middle East -
Africa
Latin
America
12.3% 7.4% 14.1% 5.6% 29.3% 26.5%
12.0% 7.8% 16.1% 11.5% 10.8% 15.6%
9.9% 10.7% 9.2% 10.9% 7.0% 9.9%
7.1% 4.4% 5.2% 12.3% 7.8% 8.5%
3.9% 2.9% 4.3% 4.7% 4.5% 3.4%
3.1% 3.6% 2.7% 4.4% 0.5% 1.6%
2.7% 2.4% 2.8% 3.6% 1.4% 1.4%
1.6% 1.9% 1.3% 2.2% 0.4% 0.7%
1.2% 0.8% 1.1% 2.0% 1.2% 0.6%
Instant Messengers
Social Networking
Entertainment
Email
Games
Retail
News/Information
Business/Finance
Sports
Travel 0.5% 0.4% 0.6% 0.6% 0.3% 0.2%
Asia
Pacific,
41%
Europe,
28%
North
America,
16%
Latin
America,
8%
Middle East -
Africa, 7%
03. GLOBAL TOP PROPERTIES
Facebook Continues to Climb Upward in Global
Ranking; Mozilla, Glam and NetShelter Technology
Make Impressive Gains
Facebook continues to extend its global reach and is now fourth,
just behind the major portals.
With China now comprising a ffth of the global online population,
it is unsurprising that a number of Chinese sites have quickly gained
frm footholds among the top web properties in the world. However,
two of the entities showing the most upward momentum in the top 20
are content aggregators—Glam Media (#14), specializing in women’s
content, and NetShelter Technology Media (#19), an aggregator of
technology content. Mozilla is also climbing, illustrating the increasing
global popularity of Firefox.
Top 20 Properties by Global Reach
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
December 2009
Source: comScore Media Metrix
04. WEBSITES TO WATCH
Free Entertainment is Always Popular; New Social
Networks Challenge Established Players
New Entertainment and Social Networking sites are still
emerging; Low-cost air carriers see a jump as economy slows.
Television Broadcasts Limited is a Chinese-language network that
provides video streams of its popular TV series on its website.
Argentinian site Taringa.net is a discussion site that has rapidly
gained popularity throughout Latin America. Mudah.my bills itself as
“Malaysia’s Marketplace”, where users can buy and sell new and used
goods. Kaixin001.com and Ibibo are social networks that continue to
post signifcant growth in markets (China and India, respectively) that
are not dominated by Facebook. Though most low-cost carriers in the
region (e.g. JetStar, SilkAir, Cebu Pacifc Air) have seen traffc growth
in the past year, Tiger Airways’ is the most signifcant. We7.com is a
music site in the U.K. featuring both free and paid content.
Percent Reach of Selected Sites and Regions
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
Dec 2009 vs. Dec 2008
Source: comScore Media Metrix
14.2%
10.6%
4.2%
3.7%
3.1%
3.9%
0.3%
28.0%
18.4%
13.7%
8.7%
8.3%
6.9%
2.0%
Television Broadcasts Limited in HK
Taringa.net in Latin America
Mudah.my in Malaysia
Kaixin001.comin China
Tiger Airways in Singapore
Ibibo in India
we7.com in the U.K.
Dec 2008 Dec 2009
+97%
+226%
+137%
+76%
+612%
+170%
+74%
% Reach
1 Google Sites 73.6
2 Microsoft Sites 59.5
3 Yahoo! Sites 48.6
4 Facebook.com 38.3
5 Wikimedia Foundation Sites 28.4
6 AOL LLC 21.9
7 eBay 21.5
8 Amazon Sites 19.7
9 Ask Network 17.7
10 CBS Interactive 17.3
% Reach
11 Apple Inc. 17.1
12 Fox Interactive Media 14.3
13 The Mozilla Organization 13.7
14 Glam Media 13.1
15 WordPress 13.1
16 TENCENT Inc. 12.5
17 Baidu.com Inc. 12.5
18 Adobe Sites 11.5
19 NetShelter Technology Media 10.0
20 Alibaba.com Corporation 9.2
05. SHARE GAINERS
Facebook and YouTube are the Largest Share Gainers
of Global Online Usage Over the Past 3 Years
Top sites’ total share of time is increasing—consumer share of
online time is consolidating, not diffusing to the long tail.
Facebook.com currently comprises 7% of total online consumption
globally. Along with YouTube, these two sites are the largest share
gainers of global online usage over the past 3 years. In comparison,
Amazon Sites, CBS Interactive, Turner Network and Viacom Digital
each command only 0.2% of total online time. Another recent, major
market entrant, Twitter, has enjoyed high reach and fast growth, but time
spent on the site is minimal—only 0.1% of global Internet time is spent
on the site.
Share of Global Minutes on Top Sites
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
June 2006 to October 2009
Source: comScore Media Metrix

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06
Sep
06
Dec
06
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0?
Sep
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Mar
08
1un
08
Sep
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Dec
08
Mar
09
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Yahoo.com Google.com YouTube.com MSN.com Facebook.com
06. SOCIAL NETWORKING
Social Networking Remains One of the Web’s Top
Activities in 2009
Two out of 3 global web users visited a social networking site in
December 2009.
After bypassing MySpace as the global leader among social networks
in 2008, Facebook has continued its rapid growth, more than doubling
(+111%) its global Unique Visitors in 2009. Twitter’s global growth in
the past year has been nothing short of phenomenal, posting a 14-fold
increase globally, and ending the year with 65 million visitors.
Globally, social networking accounts for 12% of the average user’s
time spent online. In Europe, however, social networking takes up
16.1% of all time online, and 15.6% in Latin America. The average
social networking user in Europe spends almost fve hours a month on
social networking sites.
Growth of Global Unique Visitors to Facebook, MySpace, Twitter
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
December 2008 to December 2009
Source: comScore Media Metrix
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
FACEBOOK.COM MySpace Sites TWITTER.COM
Global Unique Visitors (000) to Social Networking Sites
38.3%
85.3%
84.7%
84.2%
84.1%
83.1%
82.9%
78.8%
76.3%
WW
Indonesia
Chile
Colombia
Turkey
Philippines
Venezuela
Canada
United Kingdom
Social Connections and Communication are key components
of online usage in Latin America.
Latin Americans spent 15.6% of their total online time on Social
Networking sites, and an additional 34.9% on Email and IM.
In addition to high reach for Facebook in most Latin American
countries under measurement, the social network Orkut (a Google
property) enjoys a large and extremely loyal following in Brazil.
Facebook has overtaken Friendster to capture the avid social
networkers of Southeast Asia. Indonesia and the Philippines are
among the top 5 countries for Facebook reach. Friendster was the
early leader among social networks in Southeast Asia, but Facebook is
now the top social networking in every country in the region.
Source: comScore Media Metrix
SOCIAL NETWORKING – MOBILE EU5
17% of Facebook Users in EU5 are Accessing
Via Mobile
Europeans are among the heaviest users of Social Networking
sites on PCs, and their usage is spilling over onto Mobile
Among the countries in EU5, there are signifcant differences in
Facebook mobile usage, with 22% of U.K. Facebookers accessing via
mobile, compared to just 10% of German Facebook users.
Facebook usage is surprisingly similar on mobile and PC. Mobile
users spend 24 minutes on Facebook and average 3.3 visits per day.
PC users spend 27 minutes per day and average 2.3 visits.
Unique Users of Facebook on PC vs. Mobile, EU5
Three Month Average Ending November 2009
Source: comScore Media Metrix, comScore MobiLens
SOCIAL NETWORKING – EMERGING REGIONS
Indonesia, Chile and Colombia Lead All Countries
in Facebook Penetration, With More Than 84% of Web
Users in Those Countries Using the Social Network
Countries with Highest Facebook Penetration, December 2009
22%
11%
20%
17%
10%
5%
10%
15%
20%
25%
30%
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
United
Kingdom
France Italy Spain Germany
%
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PC Mobile % of Facebook Users Via Mobile
Facebook Reach Facebook Usage – PC vs. Mobile
07. VIDEO & ENTERTAINMENT
More Than Half of Time Spent Viewing Video Occurs
on Long Tail Video Sites
YouTube still takes majority share, but #2 Hulu continues to grow,
and the majority of online viewing is actually in the long tail.
An analysis of where Americans spend their time viewing online video
content revealed that top-ranked video site YouTube accounted for
more than a quarter (26%) of total time spent viewing video, more than
the combined time spent of video content sites ranked between #2
and #25 (22%). Meanwhile, the majority of online video viewing (52%)
occurred at video sites ranked outside of the top 25, suggesting the
increased fragmentation of online video and the emergence of sites in
the long tail.
U.S. Video Viewing Trend by Total Duration
December 2008 to December 2009
Source: comScore Video Metrix
0
40,000
80,000
120,000
160,000
Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09
T
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t
a
l
M
i
n
u
t
e
s
(
M
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)
YouTube.com Video Sites #2-25 Video Sites #26+ (long tail)
Demand for Entertainment in Asia is High, Even in
Countries Where Broadband Reach is Still Low
Entertainment is the most popular online category in Asia.
Entertainment reach is highest in South Korea and Singapore,
countries with broadband penetration rates that are on par with
Western Europe. We also see that Indonesia and India, countries
with broadband penetration in the single digits, have below average
Entertainment reach. However, several countries show high demand
for Entertainment content despite low broadband penetration rates.
In the Philippines and Vietnam, Entertainment reach is above the
global average. As broadband coverage increases in those areas, we
expect to see even higher rates of penetration and consumption of
Entertainment content.
Entertainment Reach in Asia Pacifc Countries
December 2009
Source: comScore Media Metrix
76%
70%
85%
82%
79%
79%
78%
77%
76%
74%
71%
71%
71%
68%
62%
Worldwide
Asia Pacific
South Korea
Singapore
Philippines
Japan
Vietnam
Australia
Malaysia
Hong Kong
New Zealand
Taiwan
Indonesia
India
China
Entertainment
09. GLOBAL SEARCH
Google Sites Accounts for Two-Thirds of 131 Billion
Searches Worldwide; Introduction of Bing Helps
Microsoft Post Signifcant Gains During the Year
Searches based on “expanded search” defnition, which includes searches at the top properties where search
activity is observed, not only the core search engines.
The global search market grew by 46% in the past year, with both
highly developed and emerging markets contributing
to the strong growth worldwide.
Google Sites ranked as the top search property worldwide with 87.8
billion searches in December, or 66.8% of the global search market,
and a 58% increase in search query volume over the past year. Yahoo!
Sites ranked second globally with 9.4 billion searches (up 13%),
followed by Chinese search engine Baidu with 8.5 billion searches
(up 7%). Microsoft Sites saw the greatest gains among the top fve
properties, growing 70% to 4.1 billion searches, on the strength of its
successful introduction of new search engine Bing. Russian search
engine Yandex also achieved considerable gains, growing 91% to 1.9
billion searches.
Top Ten Search Properties by Searches Conducted, Total Worldwide, Ages 15+ Accessing
the Internet from a Home or Work Computer, December 2009 vs. December 2008
Source: comScore qSearch
Searches (MM)
Dec. 2008 Dec. 2009 % Change
Worldwide 89,708 131,354 46%
Google Sites 55,638 87,809 58%
Yahoo! Sites 8,389 9,444 13%
Baidu.com Inc. 7,963 8,534 7%
Microsoft Sites 2,403 4,094 70%
eBay 1,327 2,102 58%
NHN Corporation 1,892 2,069 9%
Yandex 992 1,892 91%
Facebook.com 1,023 1,572 54%
Ask Network 1,053 1,507 43%
Alibaba.com Corporation 1,118 1,102 -1%
08. VIDEO CROSS-MEDIA SURVEY
The Online-Only TV Viewer Represents an
Opportunity for Incremental Audiences in the Valuable
18-34 Category
The opportunity in online video as a distribution platform cannot
be ignored. There is a new breed of digital consumer who is
choosing to tune in to his/her favorite shows online.
In terms of demographics, the online-only TV viewer skews
dramatically younger than the general video audience. 72% of those
who only watch TV online are between the ages of 18 and 34. That
age group comprises only 57% of the general online video audience.
Online is preferred by consumers for its convenience; the ability to
select specifc shows and watch them on their own time ranked high
among consumers’ reasons for choosing to watch TV online. TV is
preferred for sound and video quality and overall experience.
Demographic Distribution of Online Video Viewers
Survey Conducted December 2009
Source: comScore Video Cross-Media Study
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-49 50-64 65+
Online-only TV Viewers Online Video General YouTube Viewers
11. ADVERTISING EFFECTIVENESS
Cross Media Synergy Effect Helps Campaigns Drive
Brand Value For Many Categories of Advertisers
When consumers are exposed to a campaign in multiple
channels, it appears to be everywhere. This sense of omni-
presence drives up not only awareness measures but also moves
consumers to higher interest and intent to purchase the brand.
Data from the comScore AdEffx™ norms database clearly shows that
cross media campaigns, which utilize multiple marketing channels,
can deliver signifcant increases in brand metrics for many industries.
As an example, a major PC manufacturer saw using multiple mediums
in combination provided signifcant lifts over using a single medium
alone. This cross media synergy effect remains strong across many
categories of advertisers. Marketers who want to take advantage of
the power of this effect can spread budgets by selectively targeting
a specifc audience and blanketing them with messages in various
media. Then advertising effectiveness can be measured for both
attitudinal brand impacts as well as behavioral impacts such as sales,
site visitation and search to quantify the contributions of each medium
alone and in concert.
Lift Effects for Ad Awareness Metrics in Cross Media Campaigns
Source: comScore AdEffx Brand Survey Lift Cross Media Norms Database
Almost one quarter of all display ad impressions in December
2009 were in the Conversational Media category, which consists
of social networking and blogging sites.
Social networking and blogging sites, primarily Facebook and
MySpace, account for more ad impressions than the sum of the
major portals. This underscores the importance of understanding the
effectiveness of ads in the social networking ecosystem.
10. DISPLAY ADVERTISING
Social Networks and Blogs Account for More Than 23%
of All Display Ad Impressions
Top Content Categories by Share of Total Display Ad Impressions
December 2009
Source: comScore Ad Metrix
23.8%
21.1%
10.2%
7.3%
4.2% 4.1%
2.8%
2.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
= Lilt Signilicant at 90%+
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However, 2009 on the whole fared signifcantly worse than the
previous year with year-over-year growth rates remaining negative
throughout most of the year.
The 2009 holiday season represented a bright spot in this
predominantly negative year for e-commerce as it marked a return to
positive growth rates with both November and December showing
gains of a few percentage points. While some of this growth is
attributable to more favorable year-over-year comparisons versus
the disastrous 2008 holiday season, it does suggest that the tides of
consumer sentiment are beginning to turn and that 2010 may be a
healthier year for retail e-commerce.
Positive Growth U.S. Retail e-Commerce Categories in 2009
12%
7%
6%
4%
3%
3%
1%
Books & Magazines
Computer Software (excl. PC Games)
Sport & Fitness
Jewelry & Watches
Video Games, Consoles & Accessories
Consumer Electronics
Computers, Peripherals, & PDAs
Source: comScore e-Commerce Measurement
In this recessionary year, only a handful of retail e-commerce
categories experienced growth. Books & Magazines topped the list
of gaining categories with 12% growth, bolstered by category-wide
price-cutting and the release of numerous high-profle best-sellers.
Computer software (up 7%) ranked second, followed by Sport &
Fitness (up 6%) and Jewelry & Watches (up 4%), which rebounded
from an especially weak 2008. Other positive growth categories
included Video Games, Consoles & Accessories (up 3%), Consumer
Electronics (up 3%) and Computers, Peripherals & PDAs (up 1%).
12. E-COMMERCE
2009 Total Retail e-Commerce Sales Down 2%
vs. Year Ago, with Travel Sales Down 5% and
Non-Travel Flat
The U.S. e-commerce market in 2009 exhibited substantial
softness in the face of the global economic recession, which
exerted downward pressure on consumer discretionary spending
refected in the e-commerce market.
Total U.S. e-commerce spending reached $209.6 billion in 2009,
down 2% versus the previous year and the frst year on record with
negative growth rates. Travel e-commerce spending dropped 5% to
$79.8 billion, while retail (non-travel) e-commerce spending remained
virtually fat at $129.8 billion.
Throughout most of the decade, retail e-commerce spending saw
growth rates in excess of 20% annually, but 2008 showed signs of
softness as the economy frst began to weaken. While that year still
saw retail e-commerce grow at a rate of 6%, it was the frst time on
record of single-digit growth rates.
U.S. Online Consumer Dollar Sales Growth (in $ Billions)
Excluding Auctions, Autos, and Managed Travel
Source: comScore e-Commerce Measurement
2002
Travel
Non-Travel
2003 2004 2005 2006 200? 2008
S?2
S93
+33%
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+26%
+26%
+24%
+20%
+24%
+13%
+21%
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2009
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13. MOBILE INTERNET USAGE
Mobile Internet Services Continue to Boom in EU5
Mobile Browsing Audience
November 2008 to November 2009
Source: comScore MobiLens
Though it has been over a year since the launch of the iPhone 3G
and the resultant boom in mobile Internet services, the growth in
new users shows no signs of waning.
Social Networking and News and Information via Application
are showing the highest gains with 106% and 64% Y/Y growth,
respectively. While News and Information via Browser and Email
continue to be the most popular activities online, the rapid growth of
Social Networking via mobile may soon overtake those categories.
Most apps users in EU5 play games. Games is the top genre for apps,
followed by Functional Tools (e.g. Maps and Search), Communication
Services (Email, IM, Social Networking, Photo Sharing) and News.

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A
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K
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T
0%
2%
4%
8%
6%
12%
10%
14%
16%
18%
Nov
08
Dec
08
1an
09
Feb
09
Mar
09
Apr
09
May
09
1un
09
1ul
09
Aug
09
Sep
09
Oct
09
Nov
09
News and lnlo via Browser
News and lnlo via Application
Social Networking
Email (Work or Personal)
+64%
+33%
+29%
+106%
14. MOBILE INTERNET DEMOGRAPHICS
Mobile Internet Users Slightly Older Than PC
Internet Users
Mobile Browsing Audience
Three Month Average Ending November 2009
Source: comScore MobiLens
Device and access costs keep mobile Internet usage from
following ‘traditional’ early adopter age distributions.
Younger consumers are less likely to have the advanced devices and
unlimited data plans that are key drivers for mobile Internet usage.
Even for social networking, consumers who use their mobiles are more
likely to be older than those who access social networks via PC.
Mobile social networkers are more evenly distributed by gender than
mobile browsers for news and info. This provides an indication that
mobile social networking is helping move mobile Internet services out
of early adopter mode and into the mainstream.
PC –
Total Internet
PC –
Social Networking
Mobile –
News/Info Browsers
Mobile –
Social Networkers
30%
35%
40%
45%
50%
55%
60%
27.0 28.0 29.0 30.0 31.0 32.0 33.0
%
F
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m
a
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e
Median Age
Higher on Chart = More Female
Further to Right = Older
Size of Bubbles = # of Users
PC Internet vs. Mobile Internet Demographics Mobile Internet Trends
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Continued from previous page.
Explore the “who, what and how” of mobile users.
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Mobile
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