Comscore _State Internet

7/18/2019 Comscore _State Internet

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July 2010

State of the Internet with a focus on Asia Pacific

Joe Nguyen, Vice President for Southeast Asia, comScore, Inc.

Will Hodgman, Executive Vice President, comScore Inc.

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

Corporate headquarters: Reston,USA

– Offices in London, Paris,

Dusseldorf, Madrid, Tokyo, NYC,

Chicago, San Francisco, Seattle,

Toronto, Singapore

Year founded: 1999

2 © comScore, Inc. Proprietary and Confidential.

41 Media Metrix Reported Countries

170+ Countries with Panel Presence

Employees: 550

Successful IPO (NASDAQ: SCOR ) –June 26, 2007

Almost 3 million panelists WW

Number of Domains coded inDictionary: 1,000,000+

700 Servers + 1000 TB of Storage



Almost 3 Million comScore Panelists in Over 170 Countries




Media Metrix Reporting Markets

Australia

China

Hong Kong

Countries Currently Reporting Other Regions Currently Reporting

Worldwide – 171 countries

North America

Latin America

Singapore

South Korea

Taiwan


Japan

Malaysia

New Zealand

State/Region Level Data for China,India, Japan, Malaysia & Australia.

Launching in Q3 2010

Europe Philippines

Vietnam



1,400 Customers and a 90%+ Subscription Repeat Rate

Media AgenciesTelecom/

MobileFinancial Retail Travel CPG Pharma Technology




Recent and exciting additions to comScore’s capabilities in Asia…

Launched Media Planner Launched Video MetrixLaunched Measurementof 3 New Markets

Philippines


The leading source of transparent,end-to-end video measurement

intelligence, relied on by publishersand advertising agencies to ensurescalability, growth and success in

the online video marketplace.

A comprehensive media planningtool that allows you to seamlesslymove through planning – building

your campaign, calculating R/F andtinkering 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 industrywith unparalleled clarity on mobilebehaviors, demographics and keylandscape features so users can buildsolid mobile strategy, back their directionwith data, and execute on those planswith confidence.



Worldwide Online Population(Millions)

Asia is Fueling WW Internet Growth

+11%

The Asia Pacific region added 39 million newInternet users over the age of 15 in the pastyear

Latin America and Middle East – Africa postingthe highest growth rates on a percentage basis,but on a much smaller base

1,122

1,244


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

- -



200.6

65.3

34.2

28.3

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 countries in the region alsocontinuing to show expansion

CNNIC estimates 384 MMtotal Internet users* inChina as of Dec 2009, up

+31%

Internet Users (MM) in Asia Pacific Region

+11%

+13%

+5%


.

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

year earlier. The increaseof 86MM is approximatelytwice the size of theonline population inFrance!

* including ages 6+ and people

accessing the Internet fromshared 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



23.8

16.425.0

36.0

26.7

27.7

World-Wide

Asia PacificEurope

North America

Latin America

MidEast/Africa

Average Web Usage Low, But a Wide Range Between Countries

Average Time OnlineAverage Hours per Visitor

■ Average Internet usage in Asia Pacific isrelatively low when compared to otherregions

■ Users in South Korea, Hong Kong, andSingapore spend the most time online

■ Countries with high broadbandavailability and penetration are morelikel to have heavier internet usa e


.

19.112.3

32.9

22.1

17.0

15.6

21.5

17.2

18.6

27.9

22.8

19.4

na

JapanIndia

South Korea

Australia

Taiwan

Malaysia

Vietnam

Indonesia

Philippines

Hong Kong

Singapore

New Zealand

■ As broadband becomes more widelyavailable in the region, usage will alsoincrease

■ Users in India and China are the lightestusers, with the size of these developing

markets having disproportionate impacton the regional average of 16.4 hoursover 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

World-Wide

Western Europe

Eastern Europe

Asia Pacific

North America

3,383

4,063

1,526

2,069

3,851

World-Wide

Western Europe

Eastern Europe

Asia Pacific

North America

RAM and Storage Not a Limiting Factor in Asia Pacific

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


.

227.8

273.4

254.5

182.6

229.9217.0

301.2

193.5

181.2

Singapore

Australia

Hong Kong

Malaysia

TaiwanNew Zealand

Japan

Korea

China

,

1,875

1,796

1,753

1,602

1,5871,504

1,413

1,373

1,314

Singapore

Australia

Hong Kong

Malaysia

TaiwanNew 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 withhigher internet penetration = moremature web audiences

■

Australia, New Zealand, Singaporeand 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


20%

24%

33%

38%

38%

40%

40%

21%

28%

30%

38%

26%

33%

30%

19%

22%

23%

15%

23%

17%

20%

17%

16%

9%

6%

9%

7%

8%

23%

10%

5%

2%

5%

3%

2%

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%

China

Japan

India

South Korea

Australia

Taiwan

MalaysiaIndonesia

Philippines

Hong Kong

Singapore

New Zealand

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



Audiences Worldwide Prefer to Consume Contentin their Native Languages

Australia

NewZealand

India

Singapore

Malaysia

UnitedKingdom

Ireland

Denmark

Norway

Sweden

Portugal

Finland

Canada

PuertoRico

Colombia

Venezuela

Asia Pacific

EuropeAmericas,MidEast &

Africa

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

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 regionalrankings: 6 of the top 10 properties are based in China, and are focused almostexclusively on the Chinese audience. Google, Yahoo! and Microsoft maintain theTop 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’ iswell-documented.


54.9

41.0

39.8

35.2

35.2

22.221.6

17.8

16.9

16.5

Google Sites

Yahoo! Sites

Microsoft Sites

Baidu.com Inc.

TENCENT Inc.

SINA CorporationAlibaba.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

Key CategoriesShare of Time

Key Categories% Reach

How Does Asia Use the Internet?

Most web users in Asia Pacific use Search (led by Google and Baidu), but SocialNetworks and Entertainment sites capture the largest 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

BlogsTechnology

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

BlogsTechnology

Business/Finance

Auctions

Photos

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



Search is Uniformly Popular in Asia Pacific

109.5

89.0126.2

113.4

144.7

96.9

World-Wide

Asia PacificEurope

North America

Latin America

MidEast-Africa

83.7%

77.2%87.5%

92.4%

86.9%

81.3%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

SearchAverage Searches per Searcher

Search/Directories% Reach

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


66.8

126.2

79.2

136.9

129.2

85.8

92.4

72.191.4

140.2

125.6

122.7

125.8

China

Japan

India

Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

Vietnam

Indonesia

Philippines

Hong Kong

Singapore

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 afew, it takes second- or even third-seatto dominant local providers. In countrieswhere Yahoo! has done an effective jobof localization, such as in Japan and

Google Trails where Local Language is Dominantand 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

a wan, as ecome e op searc

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%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

9.3%

9.1%9.4%

10.1%

9.7%

7.5%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

Entertainment is Extremely Popular in Asia Pacific

EntertainmentShare of Total Online Time

Entertainment% Reach

High-penetration, high-broadband countries spend the 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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




Japan watches the most Videos; Singapore is on YouTube Most

YouTube Share of Videos WatchedTotalUni ue Hours er

Videos

Video viewers in Japan watched an average of 158.3 videos in May 2010, and viewersin 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’sshare in Japan is still significant, but much smaller – local providers there perhapshad first-mover advantage, and have the further advantage 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

Viewers

(MM)

Viewer

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%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

Social Networking Captures Significant Time in Certain Countries

13.9%

9.5%

18.7%

12.0%

16.4%

14.5%

World-Wide

Asia Pacific

Europe

North America

Latin America

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




A few countries are holding on to local Social Networks, but usage does notapproach Facebook levels

Country Social Network ReachShare of

Time

China

Baidu Space

Kaixin001.com

16%

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


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%

NewZealand

Facebook 70% 14%

Hong Kong Facebook 66% 12%

Vietnam Facebook 17% 2%




Twitter’s Popularity Increasing in this Region

17.0

15.816

18

20

Indonesia

Japan

Twitter % Reach

Globally, Twitter reach has doubled in the past year. Regionally, its increase hasbeen 3-fold, and much higher in some countries: Japan, India, Korea outpace thatgrowth. Newly-reporting countries Philippines and Indonesia also post high reachand rapid growth.


14.9

12.7

9.6

0

2

4

6

8

10

12

14Singapore

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%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

43.8%

27.0%

53.0%

60.1%

53.8%

50.3%

World-Wide

Asia Pacific

Europe

North America

Latin America

MidEast Africa

Wide Range in Popularity of Photo sites among Asian Audience

PhotosShare of Total Online Time

Photos% Reach

Philippines, Indonesia, Malaysia have highest Photos 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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




3.7%

3.0%4.0%

4.2%

2.7%

4.2%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

49.5%

47.6%50.7%

58.1%

47.2%

38.6%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

Gaming Popularity Linked with Social Networking Use

GamesShare of Total Online Time

Games% Reach

For heaviest users in the Philippines, top Gaming sites 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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




2.6%

3.5%2.2%

3.3%

1.6%

0.5%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

64.1%

55.9%68.4%

84.2%

64.4%

45.9%

World-Wide

Asia PacificEurope

North America

Latin America

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 large 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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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 Reach, but Rakuten has anaudience 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 retailersand comparison shopping sites to find the best selection 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%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

1.6%

1.9%1.3%

2.4%

0.7%

0.4%

World-Wide

Asia PacificEurope

North America

Latin America

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




Banks & Financial Portals areTop Business/Finance Sites in India

Top Business/FinanceSites: India% Reach

Top Business/FinanceSites: IndiaAverage Minutes per User

A number of banks are among the Top Business/Finance sites in India, includingboth local and international banks. Financial portals such as Moneycontrol.com andYahoo! Finance are also in the Top 10. Moneycontrol enjoys a high level ofpopularity 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.


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%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

66.4%

57.0%67.1%

98.1%

60.3%

49.1%

World-Wide

Asia PacificEurope

North America

Latin America

MidEast Africa

News/Information a Key Content Category for this Audience

News/InformationShare of Total Online Time

News/Information% Reach

Appetite for News, low connectivity demands make News/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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

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%

China

Japan

India

South Korea

Australia

Taiwan

Malaysia

VietnamIndonesia

Philippines

Hong Kong

Singapore

New Zealand




Summary of Key Findings

Asia Pacific is the dominant regional audience and will be critical in the globalInternet competition

Web penetration will continue to increase in emerging markets within Asia, andeven 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 penetrationrates: where Internet penetration is high, the populations look more like the globalaverage; 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 globalbrand is not sufficient for success. Language is important, but understanding andcatering to the online and offline culture is important as well



Thank You

If you have questions or comments on today’s presentation, please emailJoe Nguyen at [email protected]

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Documents

Comscore _State Internet