ComScore State of the Internet Asia Pac_July 2010

July 2010

State of the Internet with a focus on Asia Pacific

Joe Nguyen, Vice President for Southeast Asia, comS core, Inc.

Will Hodgman, Executive Vice President, comScore In c.

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

Powerful Platform: Global Panel of Almost 3 Million Consumers, Largest of Its Kind

The Only Global Measurementof Audience and e-Commerce

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Countries Currently Reporting Other Regions Currently Reporting

� Worldwide – 171 countries

� North America

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� Singapore

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Media AgenciesTelecom/Mobile

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Recent and exciting additions to comScore’s capabil ities in Asia…

Launched Media Planner Launched Video MetrixLaunched Measurement of 3 New Markets

Philippines


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.

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.Vietnam

Indonesia

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.

Worldwide Online Population (Millions)

Asia is Fueling WW Internet Growth

+11%

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

1,1221,244

May-2009 May-2010


Online Population by Region (Millions)+8%

11%

10%21% 16%

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

May-2009 May-2010

200.6

65.3

34.2

28.3

12.3

263.8

72.4

38.8

29.9

China

Japan

India

South Korea

China is Driving Regional Growth

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

CNNIC estimates 384 MM total Internet users* in China as of Dec 2009, up 29 percent from 298 MM a

+31%

Internet Users (MM) in Asia Pacific Region

+11%

+13%

+5%


12.3

11.6

9.3

3.9

2.6

2.5

13.1

13.1

9.7

6.0

7.2

5.1

4.1

2.8

2.7

Australia

Taiwan

Malaysia

Vietnam

Indonesia

Philippines

Hong Kong

Singapore

New Zealand

May-2009

May-2010

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

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

+7%

+14%

+5%

+7%

+8%

+9%

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

23.816.4

25.036.0

26.727.7

13.0

World-WideAsia Pacific

EuropeNorth AmericaLatin America

MidEast/Africa

China

Average Web Usage Low, But a Wide Range Between Cou ntries

Average Time OnlineAverage Hours per Visitor

■ 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


13.019.1

12.332.9

22.117.0

15.621.5

17.218.6

27.922.8

19.4

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam

IndonesiaPhilippinesHong KongSingapore

New Zealand

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

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

202.2

231.7

219.5

201.4

186.9

164.1

World-Wide

Western Europe

Eastern Europe

Asia Pacific

North America

Latin America

3,383

4,063

1,526

2,069

3,851

1,399

World-Wide

Western Europe

Eastern Europe

Asia Pacific

North America

Latin America

RAM and Storage Not a Limiting Factor in Asia Pacif ic

Average RAM Size (MB) Average Hard Drive Size (GB)

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


164.1

227.8

273.4

254.5

182.6

229.9

217.0

301.2

193.5

181.2

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

Latin America

Singapore

Australia

Hong Kong

Malaysia

Taiwan

New Zealand

Japan

Korea

China

Audience 15+ accessing Internet from Home or WorkSource: 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

18%

22%

21%

20%

20%

22%

25%

21%

23%

25%

23%

26%

21%

25%

27%

17%

18%

18%

21%

19%

20%

9%

19%

10%

9%

Japan

South Korea

Australia

Hong Kong

Singapore

Internet PopulationAge Distribution by Country

Internet Population% Women by Country


20%

20%

24%

33%

38%

38%

40%

40%

25%

21%

28%

30%

38%

26%

33%

30%

27%

19%

22%

23%

15%

23%

17%

20%

19%

17%

16%

9%

6%

9%

7%

8%

9%

23%

10%

5%

2%

5%

3%

2%

Singapore

New Zealand

Taiwan

China

India

Malaysia

Indonesia

Philippines

15-24 25-34 35-44 45-54 55+

42%44%

30%47%

50%47%47%

36%48%50%51%51%

ChinaJapanIndia

South KoreaAustralia

TaiwanMalaysia


New Zealand

% Women by Country

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

Audiences Worldwide Prefer to Consume Content in their Native Languages

Australia

NewZealand

India

Singapore

Malaysia

UnitedKingdom

Ireland

Denmark

Norway

Sweden

Portugal

Finland

Canada

PuertoRico

Colombia

Venezuela

Asia Pacific

Europe Americas, MidEast &

Africa

13© comScore, Inc. Proprietary and Confidential. Source: comScore Custom Analysis of Page Views by Language, May 2009

Malaysia

Hong Kong

South Korea

Taiwan

Japan

China

Switzerland

Belgium

Netherlands

Austria

Italy

Turkey

Spain

France

Germany

Russia

Mexico

Chile

Argentina

Brazil

SouthAfrica

Israel

English

non-English Local Language

Other

Facebook joins Google, Yahoo! And Microsoft as the OnlyGlobal Sites in the Top 10

Top 10 Properties: Asia Pacific% Reach

Top 10 Properties: Asia PacificAverage Minutes per User

The very large Chinese audience understandably has an outsize effect on regional rankings: 6 of the top 10 properties are based in C hina, and are focused almost exclusively on the Chinese audience. Google, Yahoo! and Microsoft maintain the Top 3 slots for the region, however, and Facebook t akes the #10 spot. TENCENT’s popular QQ application drives its usage statistics up, and Facebook’s ‘stickiness’ is well-documented.


54.9

41.0

39.8

35.2

35.2

22.2

21.6

17.8

16.9

16.5

Google Sites

Yahoo! Sites

Microsoft Sites

Baidu.com Inc.

TENCENT Inc.

SINA Corporation

Alibaba.com Corporation

Sohu.com Inc.

NetEase.com Inc.

FACEBOOK.COM

117.4

152.0

133.3

56.2

348.9

42.7

66.0

40.1

46.2

222.3

Google Sites

Yahoo! Sites

Microsoft Sites

Baidu.com Inc.

TENCENT Inc.

SINA Corporation

Alibaba.com …

Sohu.com Inc.

NetEase.com Inc.

FACEBOOK.COM

4.1%

9.1%

1.8%

2.7%

Search/Navigation

Entertainment

Directories/Resources

News/Information

77.2%

69.0%

62.3%

57.0%

Search/Navigation

Entertainment

Directories/Resources

News/Information

Retail

Key CategoriesShare of Time

Key Categories% Reach

How Does Asia Use the Internet?

Most web users in Asia Pacific use Search (led by G oogle and Baidu), but Social Networks and Entertainment sites capture the larges t share of users’ time online


3.5%

4.1%

9.5%

1.0%

1.9%

3.0%

1.5%

0.6%

1.9%

2.2%

0.5%

Retail

e-mail

Social Networking

Downloads

Community

Games

Blogs

Technology

Business/Finance

Auctions

Photos

55.9%

54.6%

50.5%

49.7%

47.7%

47.6%

45.8%

43.5%

40.5%

33.2%

27.0%

Retail

e-mail

Social Networking

Downloads

Community

Games

Blogs

Technology

Business/Finance

Auctions

Photos

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

Search is Uniformly Popular in Asia Pacific

109.589.0

126.2113.4

144.796.9



MidEast-Africa

83.7%77.2%

87.5%92.4%

86.9%81.3%



MidEast Africa

SearchAverage Searches per Searcher

Search/Directories% Reach

Most in Asia Pacific use Search, but average search volume varies considerably


66.8126.2

79.2136.9

129.285.892.4

72.191.4

140.2125.6122.7125.8

ChinaJapan

IndiaKorea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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

63%

38%

77%

62%

86%

83%

13% 64%

World-Wide

Asia Pacific

Europe

North America

Latin America

Mid East-Africa

China

Google Share of Total Searches Searches on Google account for two-thirds 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

Google Trails where Local Language is Dominant and There is a Strong Local Challenger


48%

86%

8%

80%

28%

70%

90%

80%

64%

33%

73%

77%

44%

51%

62%

54%

25%

Japan

India

Korea

Australia

Taiwan

Malaysia

Vietnam

Indonesia

Philippines

Hong Kong

Singapore

New Zealand

Taiwan, it has become the top search provider

Country Top Search Provider

China Baidu

Japan Yahoo! Japan

Korea NHN Corporation (Naver)Daum

Taiwan Yahoo! Taiwan

Hong Kong Yahoo!

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

77.5%69.0%

81.7%97.4%

74.9%64.8%



MidEast Africa

9.3%9.1%9.4%10.1%9.7%

7.5%



MidEast Africa

Entertainment is Extremely Popular in Asia Pacific

EntertainmentShare of Total Online Time

Entertainment% Reach

High-penetration, high-broadband countries spend th e most time on Entertainment


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


Japan watches the most Videos; Singapore is on YouT ube Most

YouTube Share of Videos WatchedTotal Unique Hours per

Videos per

Video viewers in Japan watched an average of 158.3 videos in May 2010, and viewers in Australia spent the most time watching videos, l ogging more than 14 hours in May

Hong Kong and Singapore have similarly high per-vie wer volume

The majority of videos seen in Singapore and Malays ia were on YouTube. YouTube’s share in Japan is still significant, but much small er – local providers there perhaps had first-mover advantage, and have the further adv antage of being local


63.3

62.6

55.0

51.4

44.0

Singapore

Malaysia

Australia

Hong Kong

Japan

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

Unique Viewers

(MM)

Hours per Viewer

per Viewer

China 199.4 13.4 51.8

Japan 61.1 6.9 158.3

Australia 10.9 14.3 94.0

Malaysia 8.1 7.0 74.4

Hong Kong 3.7 4.7 147.4

Singapore 2.5 11.5 145.7

69.8%50.5%

80.9%89.0%

82.7%72.6%



MidEast Africa

Social Networking Captures Significant Time in Cert ain Countries

13.9%9.5%

18.7%12.0%

16.4%14.5%



MidEast Africa

Social NetworkingShare of Total Online Time

Social Networking% Reach

No doubt that SNs have become very important in the region, but the extent varies


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


A few countries are holding on to local Social Netw orks, but usage does not approach Facebook levels

Country Social Network ReachShare of

Time

ChinaBaidu Space

Kaixin001.com16%7%

0.1%4%

IndiaOrkut

Facebook50%42%

6%7%

Japan MIXI.JP 19% 3%

South Korea CyWorld 56% 4%

Philippines, Indonesia, Malaysia Heaviest Facebook Users

Top Social Networks


South Korea CyWorld 56% 4%

Taiwan Wretch.cc 62% 5%

Philippines Facebook 92% 30%

Indonesia Facebook 87% 31%

Malaysia Facebook 83% 23%

Singapore Facebook 76% 15%

Australia Facebook 74% 16%

New Zealand

Facebook 70% 14%

Hong Kong Facebook 66% 12%

Vietnam Facebook 17% 2%Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, April 2010

Twitter’s Popularity Increasing in this Region

17.015.816

18

20

Indonesia

Japan

Philippines

Twitter % Reach

Globally, Twitter reach has doubled in the past yea r. Regionally, its increase has been 3-fold, and much higher in some countries: Jap an, India, Korea outpace that growth. Newly-reporting countries Philippines and I ndonesia also post high reach and rapid growth.


14.9

12.7

9.6

0

2

4

6

8

10

12

14Philippines

Singapore

India

New Zealand

Malaysia

Australia

South Korea

Hong Kong

Vietnam

Taiwan

China

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

0.9%0.5%

1.1%0.7%

1.0%1.5%



MidEast Africa

43.8%27.0%

53.0%60.1%

53.8%50.3%



MidEast Africa

Wide Range in Popularity of Photo sites among Asian Audience

PhotosShare of Total Online Time

Photos% Reach

Philippines, Indonesia, Malaysia have highest Photo s reach and share of time


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


3.7%3.0%

4.0%4.2%

2.7%4.2%



MidEast Africa

49.5%47.6%50.7%

58.1%47.2%

38.6%



MidEast Africa

Gaming Popularity Linked with Social Networking Use

GamesShare of Total Online Time

Games% Reach

For heaviest users in the Philippines, top Gaming s ites are linked to Facebook use


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


2.6%3.5%

2.2%3.3%

1.6%0.5%



MidEast Africa

64.1%55.9%

68.4%84.2%

64.4%45.9%



MidEast Africa

Visiting to Retail Sites Strong Despite Immature E- Commerce

RetailShare of Total Online Time

Retail% Reach

Above-average share of time on Retail driven by lar ge markets in China & Japan


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


Top Retail Sites: Japan% Reach

Top Retail Sites: JapanAverage Minutes per User

Comparison Shopping Sites are Key in Japan

Amazon is the #1 Retail site in Japan in terms of R each, but Rakuten has an audience that is almost as large, AND spends more t han twice as long on the site. Clearly, looking at the collection of sites that co mprise the Top 10 Retailers, consumers in this developed e-Commerce market are u sing multi-category retailers and comparison shopping sites to find the best sele ction and value online.


40.0

38.9

31.7

29.1

16.0

9.9

6.9

6.4

5.2

5.0

Amazon Sites

RAKUTEN.CO.JP

Yahoo! Shopping

Kakaku.com Inc.

Apple.com Sites

Rakuten Ichiba …

Rakuten Books

ValueClick Sites

OCNK.NET

DMM.COM

17.6

36.1

16.3

15.6

10.8

7.7

3.8

0.9

7.0

7.0

Amazon Sites

RAKUTEN.CO.JP

Yahoo! Shopping

Kakaku.com Inc.

Apple.com Sites

Rakuten Ichiba …

Rakuten Books

ValueClick Sites

OCNK.NET

DMM.COM


49.2%40.5%

51.8%80.3%

37.4%28.4%



MidEast Africa

1.6%1.9%

1.3%2.4%

0.7%0.4%



MidEast Africa

Business/Finance sites Frequented by Users from HK , Korea, S’pore

Business/FinanceShare of Total Online Time

Business/Finance% Reach

Banks dominate most countries’ Top Business/Finance site lists


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


Banks & Financial Portals areTop Business/Finance S ites in India

Top Business/FinanceSites: India% Reach

Top Business/FinanceSites: IndiaAverage Minutes per User

A number of banks are among the Top Business/Financ e sites in India, including both local and international banks. Financial porta ls 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 a verage of 71 minutes over the course of a month. Bombay Stock Exchange is a simil arly sticky site in the category.


12.6

8.9

7.4

5.0

4.9

4.5

3.2

3.2

2.6

2.3

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

27.6

23.1

19.8

13.6

5.4

71.4

12.9

17.5

19.1

83.0

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

2.7%2.7%

2.5%3.8%

1.7%1.2%



MidEast Africa

66.4%57.0%

67.1%98.1%

60.3%49.1%



MidEast Africa

News/Information a Key Content Category for this Au dience

News/InformationShare of Total Online Time

News/Information% Reach

Appetite for News, low connectivity demands make Ne ws/Info a key activity in Vietnam


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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand

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%

ChinaJapan

IndiaSouth Korea

AustraliaTaiwan

MalaysiaVietnam


New Zealand


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 emergi ng 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 link ed with Internet penetration rates: where Internet penetration is high, the popu lations 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 localiz ation is critical: a strong global brand is not sufficient for success. Language is im portant, but understanding and catering to the online and offline culture is impor tant as well

Thank You

� If you have questions or comments on today’s presen tation, please email Joe Nguyen at [email protected]

� A copy of this presentation will be sent to all att endees 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

ComScore State of the Internet Asia Pac_July 2010

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Transcript of ComScore State of the Internet Asia Pac_July 2010