The State of the Internet - Comscore

About This Data Passport

From emerging markets to converging media, comScore digital business analytics provide clarity in a connected world. This data passport offers a brief glimpse into the vast array of vital insights that only comScore can reveal. 01 DIGITAL CONTENT CONSUMPTION WORLDWIDE02 THE POWER OF LIKE03 THE RISE OF GOOGLE+04 LOCATION-BASED CHECK-IN05 SMARTPHONE APPS06 UK MOBILE APPLICATIONS USAGE07 MOBILE RETAIL08 QR CODES09 ONLINE RETAIL10 COMMUNICATION MODES11 ONLINE ADVERTISING MEASUREMENT12 SOCIALLY-ENABLED ADVERTISING13 THE REACH OF BLOGS14 HOMETOWN NEWS15 ONLINE VIDEO16 VIDEO CONTENT 17 STREAMING MUSIC18 TRAVEL IN ASIA19 ONLINE BANKING 20 BANKING CUSTOMERS ABOUT COMSCORE

01. DIGITAL CONTENT CONSUMPTION WORLDWIDE

Markets Show Varying Levels of Device Usage, Driven Primarily by Mobile Phones

1.6%

3.1% 1.7%

2.3% 2.3%

1.5%

1.8%

1.3% 0.6% 1.2%

0.5%

0.3%

0.5% 0.2%

0.3%

3.1% 1.0%

2.3% 1.7%

0.8%

United States Singapore United Kingdom

Japan Australia

iPhone iPad iPod Touch Other Non-Computer Device Traffic

Share of Internet Page Views by Non-Computer Devices for Select MarketsJune 2011

Source: comScore Device Essentials

Apple Leads the Way for Non-Computer Device Traffic

iOS devices, which include iPhones, iPads and iPod Touches accounted for the majority share of non-computer device traffic in most markets.

Singapore, Australia and the United States have the highest share of total device traffic coming from iOS devices. 3.1% of total traffic in Singapore comes exclusively from iPhones, followed by traffic coming from iPads (1.8% of total traffic).

A look at the tablet market for each of the countries in this study reveals the iPad largely driving the share of total traffic from tablets. In 11 of the 13 markets, the iPad drove at least 95% of the traffic coming from tablets.

Android devices accounted for 2.4% of total traffic in the U.S., 1.5% of traffic in Japan, and 0.9% of traffic in the UK, making up a notable percentage of the rest of non-computer device traffic in these markets.

iOS Share of Non-Computer Device Internet Traffic for Select MarketsJune 2011

Source: comScore Device Essentials

6.7%

6.2%

5.7% 4.8%

4.7%

3.8%

3.3%

2.5%

2.3%

1.8%

1.5%

1.2%

0.7%

United States

Singapore

United Kingdom

Japan

Australia

Canada

India

Spain

Chile

Germany

France

Argentina

Brazil Non-Computer Device Traffic

The United States, Singapore and United Kingdom – all mature technological markets – lead in the share of total Internet page views coming from non-computer web-enabled devices such as mobile phones, tablets and handheld gaming consoles.

Mobile phones were second only to computers in driving digital traffic. In the U.S., mobile phones contributed 4.5% of total traffic or approximately two-thirds of non-computer traffic.

Among the markets analyzed, India stands out for having mobile phones account for the most significant share of non-computer device traffic. Whereas smartphones drove the majority of mobile traffic in the other markets analyzed, feature phones contributed 71.2% of non-computer device traffic in India.

Source: comScore Social EssentialsDownload The Power of Like, a comScore whitepaper, at comscore.com/like

02. THE POWER OF LIKE

Facebook.com Users in the U.S. Spend Most Time on Their Newsfeed

Within Facebook.com, users in the U.S. spend the most amount of time (27%) on their individual homepages or Newsfeeds. 21% of time is spent looking at other profiles or Fan pages and 17% of time is spent viewing photos. Usage of apps and tools only accounted for 10% of the total time on Facebook.

As a result, exposure to social media brand impressions – which include both paid and earned media – occurs throughout Facebook.com and not just on brands’ Fan pages. In order for brands to understand the value of their social media investment, they must first be able to quantify exposure to branded impressions throughout the site. Doing so enables the brand to evaluate its social media efforts in familiar media planning metrics, such as reach, frequency and GRPs, and consider this media channel as part of the broader marketing mix.

Share of Time Spent on Facebook.com by Content SectionMay 2011

Source: comScore Social EssentialsDownload The Power of Like, a comScore whitepaper, at comscore.com/like

Friends of Fans Significantly Increase the Reach of Brands on Facebook in the U.S.

On average, for every Fan acquired by a brand, there is the opportunity to reach 50 Friends of Fans, with significant variation among brands.

Friends of Fans are users who are not brand Fans but who can be exposed to social media brand impressions through friends who are Fans of a particular brand.

In the 3 brands analyzed in this study (Starbucks, Southwest Airlines, and Bing), the number of Friends of Fans reached through social media brand impressions exceeded the number of Fans reached.

In the cases of Starbucks and Bing, the total U.S. Internet reach of social media brand impressions among Friends of Fans was nearly double the reach of Fans alone.

Starbucks, Southwest Airlines & Bing: Number of Fans & Friends (000) Exposed to Brand ImpressionsMay 2011

Homepage/ Newsfeed

27%

Profiles 21% Photos

17%

All Other 25%

Apps & Tools10%

6,314

917 1,221

10,630

1,123 2,208

Starbucks Southwest Bing

Friends of Fans

Fans

03. THE RISE OF GOOGLE+

Google+ Attracted 25 Million Unique Visitors Worldwide Less Than a Month after Launch

In less than a month after it launched, Google+ drew 25 million unique visitors – the fastest any social networking site has ever grown. The greatest number of Google+ visitors in the first month came from the U.S., with 6.4 million unique visitors, followed by India with 3.6 million unique visitors.

A look at how regional audiences currently engage with all Google Sites gives a clue as to how robust the opportunity is for Google+ to take root in each of these markets. In June 2011, Google Sites accounted for 10% of all time spent online by worldwide audiences. In Brazil, audiences already spent more than 25% of their time on Google Sites, fueled by their use of Orkut. In India, audiences spent a similar percentage – more than 20% of their time – as well. Audiences in the rest of the top 15 markets, with the exception of Turkey, spent more than 10% of their time on Google Sites.

Google+ Top Countries by Cumulative Unique Visitors (000) Excluding MobileJune 29, 2011 – July 24, 2011

Source: comScore Media Metrix

04. LOCATION-BASED CHECK-IN

Nearly 1 in 10 UK Mobile Users Report Having Checked In with Location-Based Services

Although the U.S. is currently the largest market using mobile location-based check-in services, a slightly greater share of the UK mobile market used these services in June 2011.

4.4 million mobile users in the UK – comprising 9% of all mobile users – used check-in services such as Facebook Places, Foursquare and Gowalla. In the U.S., 18.6 million mobile users used these check-in services, accounting for 8% of the total U.S. mobile audience. Smartphone users, unsurprisingly, were more likely to use a check-in service across all regions. In both the UK and U.S., 18% of smartphone users reported having used a check-in service.

The remaining EU5 countries lagged slightly behind the UK and North America in the use of check-in services. Japan, which is also measured within the comScore MobiLens service, posted insignificant use of social networking check-in services.

Percent of Mobile and Smartphone Users Ages 13+ Using Any Social Networking Check-in Service, Select MarketsJune 2011

Source: comScore MobiLens

6,444 3,617

1,081 1,012

921 783

668 604

471 469

United States India

Canada United Kingdom

Germany Brazil

France Taiwan Turkey Spain

9%

8%

7%

5%

5%

4%

3%

UK

U.S.

Canada

Germany

Spain

France

Italy

All Mobile Users

Mobile UsersChecking In

(MM)

4.4

18.6

1.4

2.9

1.7

1.9

1.4

18%

18%

16%

13%

8%

9%

6%

UK

U.S.

Canada

Germany

Spain

France

Italy

Smartphone Users

In June 2011, 9.4 million UK mobile internet users accessed a recognized* connected mobile application. Data from the GSMA Mobile Media Metrics (MMM) reports show the first public census-level data from the GSMA.

The application accessed by the most unique visitors was Google Maps, reaching 6.4 million users or 73% of all UK app users. Yahoo! Weather ranked second with 3.9 million unique users. YouTube, another Google-published app, followed with 2.7 million users. Rounding out the top five applications were Facebook (2.4 million users) and Google Mobile (2.1 million users).

eBay, the only retail app among the top 10 applications, drew 1.3 million users. Other notable top applications accessed in June 2011 were news apps BBC News and Sky News, entertainment apps Sky+ and IMDb Movies & TV, real estate app Rightmove App, and Groupon.

* Mobile Applications are identified via their User Agents as observed in GSMA MMM operator logs and follow definitions established at the start of the month.

Source: GSMA Mobile Media Metrics

05. SMARTPHONE APPS


06. UK MOBILE APPLICATIONS USAGE

9.4 Million UK Mobile Internet Users Accessed a Connected Application in June 2011

Top Connected Mobile ApplicationsGSMA Mobile Media Metrics (MMM) Application Key MeasuresUK Mobile Internet Users (000)June 2011

Top 5 Categories are Common to Both U.S. and Japan, but Penetration Rates and Next Tier Categories Vary

Smartphone users in the U.S. and Japan rely on their mobile phones to access news and information needed for their daily activities. Weather is the top application category among smartphone users in both countries, used by approximately 41% of mobile users in each market.

Maps, Search, and News are also highly popular application categories in both markets, though a larger percentage of the Japanese smartphone audience accesses each of these categories

Mobile Social Networking, on the other hand, is clearly of more importance to the U.S. market, with 39% of that audience using a Social Networking app, compared to only 21% of Japanese smartphone users.

10 Most Popular Smartphone Application Categories, U.S. and JapanSmartphone Users Ages 13+3 Month Average Ending June 2011 (U.S.) and June 2011 (Japan)

41.7%

35.7%

27.3%

25.7%

21.1%

20.2%

18.3%

17.5%

15.9%

14.4%

Weather

Maps

Search

News

Social Networking

Traffic Reports

Entertainment News

Stock Quotes orFinancial News

Sports Information

Photo or Video SharingService

Top 10 Smartphone App Categories - Japan

41.2%

38.7%

33.6%

19.8%

19.3%

15.5%

14.9%

14.8%

13.0%

12.7%

Weather

Social Networking

Maps

News

Search

Sports Information

Bank Accounts

Photo or Video SharingService

Digital Books/Magazines

Restaurant Information

Top 10 Smartphone App Categories - U.S. 6,864

3,929 2,701

2,354 2,115

1,312 1,009

818 720 659

Google Maps Yahoo! Weather

YouTube Facebook

Google Mobile eBay

Yahoo! Stocks BBC News Sky News

Skype

07. MOBILE RETAIL 08. QR CODES

Mobile Retail Behaviors Grow Across U.S. and EU5

In the three month average period ending June 2011, 6.1% of all mobile users in the EU5 (France, Germany, Italy, Spain, and UK) reported using their mobile phones to access online retail content. This represented a 47% increase in the number of users accessing online retail sites from the previous year.

In the UK, the number of mobile retail visitors doubled to 10.0% from the previous year – showing the highest rate of penetration among the markets studied. In the U.S., a similarly high percentage – 8.0% – of mobile users also reported accessing mobile retail. Germany followed with 6.8% of its total mobile base accessing mobile retail, exhibiting a 51% growth in mobile retail penetration. Across the EU5, the UK also had the highest penetration for mobile auction sites. However, Italy had the highest penetration for access to shopping guides.

Penetration of Mobile Retail Activity Among Mobile SubscribersU.S. and EU5 Mobile Users Ages 13+, 3 Month Average Ending June 2011


12.2 Million U.S. Smartphone Users and 8.7 Million EU5 Smartphone Users Report Having Used QR Codes

In June 2011, 12.2 million smartphone users in the U.S. used QR codes, which are two-dimensional bar codes encoded with either a link or content that is read by a QR scanner. In the EU5 (France, Germany, Italy, Spain, and UK), 8.7 million smartphone users reported scanning QR codes as well.

The majority of these smartphone users reported having scanned QR codes while at home. A significant percentage in the U.S. also reported having scanned QR codes while at retail stores (40%) and grocery stores (23%), supporting reasons given by subscribers for using QR codes to gain additional product information and access special offers.

In the EU5, 23% of smartphone users reported using QR codes at work and 21% reported using them outside or on public transit.

*Percentages will not sum to 100% as respondents may select more than one location for scanning QR codes.

% of Smartphone Users’ Location When Scanning QR or Bar Codes*U.S. and EU5 Smartphone Users Ages 13+, June 2011


60%

40%

23%

18%

12%

7%

At home

Retail store

Grocery store

At work

Outside or onpublic transit

Restaurant

61%

17%

16%

23%

21%

5%

U.S. EU5

10.0%

8.0%

6.8%

5.8%

3.7%

3.5%

11.2%

7.1%

7.1%

5.9%

3.8%

4.3%

5.9%

6.2%

5.5%

6.8%

3.5%

4.6%

United Kingdom

United States

Germany

Italy

France

Spain

Accessed Online Retail

Accessed Auction Sites

Accessed Shopping Guides

Most Categories Show Strong Growth in Q2 2011 Versus Q2 2010

The top-performing online product categories were: Consumer Electronics (excluding PC peripherals), Computer Hardware, Computer Software, and Event Tickets. Each category grew at least 15% versus a year ago.

The top 25 online retailers accounted for 66% of dollars spent online, down from 68% a year ago and down from a peak of 70% in Q3 2010, as small and mid-sized retailers continue to regain lost market share.

The 14% growth in the quarter was primarily a function of an increase in the number of buyers (up 16%), with 70% of all Internet users making at least one online purchase in the quarter.

Source: comScore E-Commerce Measurement

09. ONLINE RETAIL

U.S. E-Commerce Growth Well Ahead of the Rate of Consumers’ Overall Spending

U.S. online retail spending reached $37.5 billion for the quarter, up 14% over the same time period last year. This growth rate represented the seventh consecutive quarter of positive year-over-year growth and third consecutive quarter of double-digit growth rates.

The second quarter of 2011 saw a continuation of this year’s solid double-digit growth trends in online spending, well ahead of the rate of growth in consumers’ overall spending (+4% in Q1 2011*). As a result, it’s clear that consumers are continuing to shift to the online channel, with almost $1 in every $10 of discretionary spending now occurring online. *U.S. Department of Commerce Quarterly Retail & Food Services Sales Growth, excluding autos, gas, and food/beverage.

U.S. E-Commerce Spending and Year-Over-Year Growth Rates2002 to Q2 2011 (YTD)


$42 $53 $67 $82 $102 $123 $130 $130 $142

$75 $30

$40 $51

$61 $69

$77 $84 $80

$85

$50

2002 2003 2004 2005 2006 2007 2008 2009 2010 Q1-Q2 2011

$72 $93

$117 $143 +29%

+26% +22%

+19%

+26%

+33%

+26%

+28%

+20%

+24% +24%

+13%

$171 $200 +17%

+20%

+12%

+6%

+9%

+7%

$214

0%

-5%

$209 -2%

U.S. E-Commerce Dollar Sales Growth ($ Billions) Source: comScore E-Commerce Measurement

+10%

+6%

+9%

$228

+12%

+13%

+11%

$125

Travel

Retail

Q2 2011 E-Commerce Sales Growth vs. YA by Retail Category

Q2 growth rates of 15% or higher

Q2 growth rates of 5% to 9%

Product Category Relative Chg

Growth Rate Q2 2011 vs. Q1 2011

Q2 2011 Growth vs. YA

Event Tickets Very Strong

Computers/Peripherals/PDAs Very Strong

Consumer Electronics (x PC Peripherals) Very Strong

Books & Magazines Strong

Flowers, Greetings & Misc. Gifts Strong

Jewelry & Watches Strong

Apparel & Accessories Strong

Consumer Packaged Goods Strong

Video Games, Consoles & Accessories Strong

Furniture, Appliances & Equipment Moderate

Home & Garden Moderate

Office Supplies Moderate

Sport & Fitness Moderate

Q2 growth rates of 10 to14%


75% of 18-24 Year Olds Text Almost Every Day

In the three month average period ending June 2011, 46% of the total U.S. mobile audience reported sending a text message to another phone almost every day. 75% of 18-24 year olds also texted almost every day – the highest percentage of any group.

The percentage of users texting frequently was smaller among older age groups, with only 10% of 65 year olds and older reporting having sent a text message almost every day. Instant messaging via major services, which includes the built-in BlackBerry Messenger, followed a similar trend, with younger groups reporting a higher percentage of frequent use.

Frequent email use, on the other hand, followed a more normal distribution, with the highest percentage of users in an age group appearing for 25-34 year olds (36%).

Frequent Mobile Email, Instant Messaging, and Text Usage by Age GroupU.S. Mobile Users, 3 Month Average Ending June 2011


Web-based email properties accessed from home and work computers saw declines in engagement for various age groups globally from the previous year. The most significant change in average time spent on email was seen among 15-24 year olds, who now spend 22% less time than they did in June 2010.

25-34 year olds followed suit, spending 11% less time on email than they did the previous year. 35-44 year olds showed 10% less engagement with email as well. 55 year olds and older showed the least decline in engagement with web-based email (-4%).This general downward trend indicates that younger users are communicating less via email, but it’s important to note that this does not suggest less overall communication activity. Mobile email use, mobile and computer instant messaging, and social networks are supplementing web-based email as other communication channels for younger age groups.

10. COMMUNICATION MODES

Web-Based Email Engagement Worldwide Sees a Decline from June 2010

Change in Average Time Spent per Visitor on Web-Based EmailInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2011


70%

75%

63%

54%

40%

23%

10%

13%

14%

17%

11%

6%

3%

1%

19%

30%

36%

29%

19%

10%

5%

Age 13-17

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

Text Almost Every Day

IM Almost Every Day

Email Almost Every Day

-22%

-11% -10%

-6%

-4%

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

Change in Average Minutes per Visitor

Source: comScore Ad Metrix Social

11. ONLINE ADVERTISING MEASUREMENT 12. SOCIALLY-ENABLED ADVERTISING

Ad Exposure Varies Depending on Site Content Socially-Enabled Ads Grow in Popularity Across Regions

A May 2011 analysis of nearly 7 billion ad impressions delivered globally found that the amount of time a consumer was exposed to a delivered ad varied greatly based on the site’s content.

The analysis found that the InView time (defined as the amount of time that 75% or more of the ad is visible within the user’s browser viewport) tended to be much higher than average on sites where consumers usually spend more time reading content, such as Education sites, News and Information sites and Social Networking sites. Conversely, sites where consumers were less engaged with content and usually more focused on a particular action, such as instant messaging or shopping, indexed below average.

*This includes a select list of site categories included in the study, and is not meant to be exhaustive of all categories or sites analyzed.

Index of InView Time for an Ad by Select Site Categories*comScore AdXpose Global, May 2011

Top Brands Using Socially-Enabled Advertising* in the U.S., UK and France*Driving Traffic to FacebookJune 2011

Source: comScore AdXpose

Socially-enabled display advertising, which incorporate social signals (such as the “Like” button) and links to branded social media properties, has seen increasing rates of adoption by major brands.

Among socially-enabled ads driving traffic to Facebook in June 2011, Kraft Foods, Nissan Motor Company and Mars delivered the most socially-enabled ad impressions in the U.S. Of the total ad impressions delivered by Kraft, 31% came from socially-enabled ads. In the UK, Shop Direct Home Shopping Ltd., AOL and Mars drove socially-enabled ad traffic, with socially-enabled ads comprising 81% of ad impressions for Shop Direct.

In France, General Mills, Kellogg Company and Lafayette Services LaSer S.A. ranked as the top advertisers delivering the most socially-enabled ad impressions. 84% of all ad impressions for General Mills and more than half (59%) of all ad impressions for Kellogg came via socially-enabled ads.

Education Sites

News and Information

Sites Social

Networking Sites

RetailSites

AuctionSites

Instant Messenger

Sites 0

20 40 60 80

100 120 140 160 180 200 31%

34%

29%

81%

8%

26%

84%

59%

14%

0% 20% 40% 60% 80% 100%

Kraft

Nissan

Mars

Shop Direct

AOL

Mars

General Mills

Kellogg

Lafayette

Total Display Ad Impressions Socially-Enabled Ad Impressions*

US

UK

France

14. HOMETOWN NEWS

Local Newspaper Sites Draw Significant Audiences Beyond their Borders


13. THE REACH OF BLOGS

Taiwan, Brazil and South Korea Show Highest Penetration for Blogs Worldwide

In June 2011, sites in the Blog category reached 86% of the Internet audience in Taiwan – the highest rate of penetration seen across markets. Brazil and South Korea followed closely with blogs reaching 85% of each country’s Internet audiences.

Interestingly, 8 out of the 10 top global markets penetrated by blog sites are in Asia and Latin America. South Korea, which is third on this list, is also among the top markets when it comes to engagement with blogs. On average, South Koreans spend 49.6 minutes on blogs in a month, second only to Japan, where users spend more than an hour on blogs. Another one of the top markets for blog penetration and engagement is Brazil, where users spend more than half an hour on average on blogs in a month.

In countries with large non-resident populations, a significant portion of traffic to local online newspapers is sourced from outside their home countries.

The top two newspaper properties in Israel and the Philippines draw more visitors from outside the country than from within. In the Philippines, visitors from outside the country also spend more time on the newspaper sites than local visitors: average usage on Philstar.com is 15.0 minutes per visitor from the Philippines, and 20.3 minutes per visitor from the rest of the world.

Top Global Markets by Percent Reach of BlogsInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2011

In- vs. Out-of-Country Audience for Top 2 Newspaper Properties in Select MarketsInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2011


86% 85% 85% 82%

81% 77% 76%

73% 73% 72%

62%

73%

72%

73%

38%

19%

33%

31%

38%

27%

28%

27%

62%

81%

67%

69%

The Times of India

HT Media Ltd

El Universal De Mexico

AEE Periodicos Network

Haaretz

NISWAN.NET

PHILSTAR.COM

INQUIRER.NET

In-country Audience Out-of-country Audience

10,869

4,961

4,207

2,487

793

941

721

775

India

Mexico

Israel

Philippines

WW Unique Visitors (000)

Source: comScore Video Metrix Source: comScore Video Metrix

15. ONLINE VIDEO

Heaviest Consumers of Online Video are in Japan and Germany; Lightest are in India and Malaysia

Average Time and Number of Videos per PC Video ViewerSelected Markets measured by comScore Video MetrixInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2011

Japanese online video consumers watched an average of 24.4 hours of online video in June, followed by Germany with an average of 21.4 hours. Japanese video viewers did not watch the most number of videos, however, indicating that they are more likely to watch longer videos than their counterparts in Canada and the U.S., for example.

Unsurprisingly, time spent watching online video is lowest in Malaysia and India, which are both regions with lower Internet and broadband penetration rates. New Zealand is also notable in its light viewing behavior – despite high broadband rates and a web-savvy population, Kiwis spend less time online in general.

24.421.421.1

19.719.018.518.217.7

16.114.6

13.511.6

10.610.09.89.28.98.8

6.36.2

JapanGermany

TurkeyCanada

UKSpain

USFrance

Hong KongItaly

SingaporeRussiaMexico

AustraliaChile

BrazilNew Zealand

ArgentinaMalaysia

India

Hours per Viewer

171205

182268

176160

229166

153123123

93115

104105

909394

7060

JapanGermany

TurkeyCanada

UKSpain

USFrance

Hong KongItaly

SingaporeRussiaMexico

AustraliaChile

BrazilNew Zealand

ArgentinaMalaysia

India

Videos per Viewer

16. VIDEO CONTENT

Google Sites, Driven by YouTube, Reaches 84% of the U.S. Audience for Online Video Content

Top Video Content Publishers by Total Unique Viewers (000)June 2011

Google Sites, driven primarily by YouTube, drew the most unique viewers for content videos in June 2011, with 149.3 million unique viewers – more than double the reach of the second-most popular video content property.

VEVO followed Google Sites, drawing 63.0 million unique viewers in June. Yahoo! Sites (52.7 million viewers), Microsoft Sites (50.7 million viewers), and Viacom Digital (49.5 million viewers) rounded out the top five destinations for online video content. Viacom Digital and VEVO exhibited the fastest growth among these entities over the previous year, with Viacom having increased its viewership by 54% and VEVO following closely with a 44% increase.

Google Sites also enjoyed one of the highest rates of engagement for video content properties, averaging 324.1 minutes (or 5.4 hours) per viewer.

149,281

63,003

52,665

50,663

49,493

47,687

43,915

30,063

26,701

20,204

Google Sites

VEVO

Yahoo! Sites

Microsoft Sites

Viacom Digital

Facebook.com

AOL, Inc.

Turner Digital

Hulu

Amazon Sites

Minutes per Viewer

324.1

112.0

34.8 32.8 76.8

20.7

49.3

46.2

184.8

8.3

Source: comScore Media Metrix Source: comScore Media Metrix

In June 2011, the Travel category saw typically high visitation in markets around the world, due to the onset of the summer season. Interestingly, many of the fastest growing Travel markets came from Southeast Asia.

A further look into the growth experienced by these markets reveals the popularity of Airline sites, particularly low-cost airlines, to be responsible for driving increased visitation. In Taiwan, which experienced the highest growth rate, Tiger Airways emerged as the leading driver for growth. Air Asia and Cebu Pacific also facilitated growth in the Travel industry by providing lower prices across the region.

Percent Reach of Travel Category in Select Asian MarketsJune 2011

17. STREAMING MUSIC

Spotify Leads the List of Personalized Streaming Music Sites to Watch in Europe

Selection of Most Popular Personalized Streaming Music Sites in EuropeEurope Unique Visitors (000) Ages 15+June 2011

In June 2011, Spotify attracted 10.5 million unique visitors in Europe (up 22% from the previous year), drawing the most number of visitors among streaming music sites.

French streaming site Deezer ranked second, with 7.7 million unique visitors, up 8% from the previous year. German music video streaming site Tape.tv followed with 4.5 million unique visitors.

Among the top streaming music sites, Tape.tv and MUZU.tv showed the most growth over the past year. Tape.tv grew a notable 195% in the previous year. Irish music video site MUZU.tv also exhibited a significant amount of growth (138%) from the previous year, now receiving 1.7 million unique visitors.

10,490

7,716

4,484

3,779

3,628

3,069

2,216

1,850

1,800

1,709

Spotify

Deezer

Tape.tv

Last.fm

Grooveshark

Yandex Music

Fizy

AOL Radio

Beezik

MUZU.tv

18. TRAVEL IN ASIA

Fastest Growing Travel Markets in Southeast Asia

26%

17%

38%

21%

28%

48%

26%

40%

24%

48%

26% 32%

54%

29%

Taiwan Vietnam Hong Kong Indonesia Malaysia Singapore Philippines

Jun-10 Jun-11

+50% +44% +27% +23% +14% +13% +13%

Source: comScore Banking Benchmarker

Facebook Reaches 3 out of 4 U.S. Online Banking Customers

Social networking sites reach a significant percentage of online banking customers and prospects in the U.S. In March 2011, Facebook reached 76% of online banking customers and 85% of prospects.

Compared to the average Internet user, online banking customers and prospects were more likely to engage with main social networks, with prospects overindexing for reach at a higher rate than customers. Prospects also spent more time and viewed more pages on social networks in general than customers.

As online banking customers and prospects engage more frequently with social media, these networks will become increasingly critical channels for banking institutions to reach.

*Direct Deposit Accounts**Includes individuals who visited a banking institution but did not log into an account in the specified time period

Percent Reach of Select Social Networks Among DDA* Customers and ProspectsInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerMarch 2011


19. ONLINE BANKING 20. BANKING CUSTOMERS

Top Online Banking Consumers are in Europe and North America

Top Ten Countries by Online Banking PenetrationInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2011

The Netherlands leads all countries in terms of its share of Internet users who access online banking sites at 64%, with Canada a close second at 61%. North American and European markets account for 9 out the top 10 markets, which is unsurprising given that these are developed economic markets where individuals are more likely to have bank accounts and regular Internet access.

Countries with the lowest online banking penetration include Indonesia, the Philippines, China, Japan and Vietnam, all with penetration rates below 15%.

76%

15%

14%

11%

85%

23%

18%

12%

Facebook

MySpace

Twitter

LinkedIn Reach Among DDA Customers

Reach Among DDA Prospects**

64%

61%

60%

53%

53%

52%

52%

48%

46%

46%

Netherlands

Canada

France

Sweden

New Zealand

United Kingdom

Finland

Poland

Belgium

United States

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