ADMA Digital Marketing Yearbook 2010

ASIA PACIFIC

Digital Marketing Yearbook 2010

Stay engaged with your customer and flexiblyfollow the trends across multiple platforms.

“ “

www.asiadma.com

Edited by Rachel Oliver

asia pacific digital marketing yearbook 1

The ears, eyes and voice of digital marketing in AsiaThe Asia Digital Marketing Association (ADMA)

is the voice of, and advocate for, the digital

marketing industry in Asia (excluding Japan).

The ADMA is guided by senior executives in the

industry and is charged with gaining consensus

and providing leadership on key industry issues.

The ADMA actively promotes the benefits of

using mobile and the Internet as channels to

communicate with consumers as well as lobbying

and public relations assistance for member

companies.

The ADMA is a non-profit organisation with a

membership base representing online publishers/

portals, agencies, research companies, technology/

service companies and marketers/advertisers.

❚ Why join the ADMA?

Being a member gives you access:

• Unifiedvoicefortheindustrytopromotetheuseofdigital and the Internet (in the media and with potential customers)

• Forumforstandardsandbestpracticesharing• Spokespeopletorepresentmembersandrespondto

criticism• Industrycontactsandnetworkingopportunities• Sponsorshipopportunitiestoraiseawarenessofyour

brand• Discountedratesforregionalevents• Notificationofrelevantspeakingopportunities• Professionaldigitalmarketingqualifications–discounted

enrolment fees for members• EntryintheonlineMembershipDirectoryandannual

Asia Pacific Digital Marketing Yearbook• Jobmatchingservicetohelpyoufindstaff

❚ hoW to join the ADMA

Membership fees are set low enough to encourage universal membership among industry players, and taken together provide sufficient revenues to underwrite regular activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for some events.

Visit www.asiadma.com/membership/join and complete the online registration form.

ABoUt the ASiA DiGitAL MARKetinG ASSoCiAtion

Visit www.asiadma.com for more details.

The ADMA gives heartfelt thanks all our members for their support and contributions:

ADMA Patrons:

ADMA Corporate members: ad:tech,AdmaxNetwork,AGENDAGroupAsia,BBE,BritishCouncil,comScore,Coremetrics,draftFCBChina,DowJonesPublishingCompany(Asia),Edipresse,ExperianHongKong,eyeblaster,FinancialTimes,GoogleHongKong,HewlettPackard,Johnson&JohnsonVisionCareAsiaPacific,KatalystM,Lucini&Lucini,Mediaplex,MRMWorldwide,NDSAsiaPacific,NielsenOnline,OmnicomGroup,Omniture,PGi,PublicisModemSingapore,PulseMediatech,SCMP.com,SingaporePressHoldings,SingTelDigitalMedia(inSing),TheEconomist,TheHyperfactory,TheRubiconProject,TheUpperStorey,TIME&Fortune,UniversalMcCann,VocationalTrainingCouncil,Wunderman,wwwinsIsobar,ZUJI

And all our individual members.

©2010 FORTUNE is a registered trademark of Time Inc.

Making

tangible.SUCCESS

With unrivaled access to the world’s most infl uential leaders and companies. And the trusted perspective you need to succeed.

Welcome to the new Fortune. Re-imagined, refi ned and re-focused to deliver the insight you need now. In brief and in depth.

Fortune redesign_success_adma.indd 1 4/27/10 7:23:54 AM


❚ ASiA PACifiC 6

❚ AUStRALiA 12

❚ ChinA 18

❚ honG KonG 26

❚ inDiA 30

❚ inDoneSiA 34

❚ jAPAn 38

❚ MALAySiA 42

❚ neW ZeALAnD 46

❚ the PhiLiPPineS 50

❚ SinGAPoRe 54

❚ SoUth KoReA 58

❚ tAiWAn 62

❚ thAiLAnD 66

❚ VietnAM 70

Contents

Essential reading

Anytime, anywhere

THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE

The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms.

Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com

and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from

the world's most trusted source for global news and analysis.

To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at [email protected] or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.

4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5

• Whenitcomestomakingonlinepurchases,Asiansacrosstheboardlistencloselytotheirfriends.Nearlyhalf (48%) of South Korean internet users said they had bought something in the past because it was either discussed or recommended by one of their online friends, as have 38.2% of Malaysians, 40.4% of Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's and one third of Filipinos.

• Mobileshoppingistakingholdoftheregion,withnearlyeight out of 10 Asian mobile users engaging in some form of mobile shopping activity in the past year.

• TheKoreansarethetopshoppers,with97%ofinternetusers say they have shopped online.

• IndiansspenttheleastamountoftimeonlineofanyAsian nation, at 11 hours per month.

• 63%ofSingaporeansonlinewatchTVatthesametime.

• Japanleadsthepackwithmobilesocialmedia–morethan75%ofsocialnetworkusersonlyaccessthesitesvia their mobiles.

• TheFilipinosleadtheworldinSMS,withtwobilliontextmessages sent every day.

• HongKongpeopletaketheinstantmessagecrown,spending twice as much time IM'ing as anyone else in the region.

• MorethanhalftheAsiaPacificregion'sonlinepopulationis Chinese, but they are the least prolific users of search in Asia Pacific.

• Australiansspendmoretimeonsocialnetworkingsitesthan anyone else in the world (seven hours a month)and27%ofallAustraliansblog.

Online advertising spending has rebounded, following recovery from the recession, and continues to grow. However, there is no consistent pattern across the region. In2009,Japan'sonlineadrevenuegrewjust1.2%over2008, but hit a milestone: more money was spent on online media than on newspaper advertising for the first time. In Chinain2009,16.69%ofalladspendwasonline.Contrastthis statistic with the Philippines, where just 1% of total advertising expenditure is online and SMS reigns supreme. For reference, Singapore's percentage of online spending standsatapproximately6%.

Another trend to watch is the balance of paid, owned and earned media. Paid media such as rich media, display, search and sponsored content remain the dominant forms of online marketing expenditure. Companies and brands continue to trust the control over the media plan and the content that paid media offers.

Owned media such as corporate websites, brand websites and microsites have always been an important componentoftheonlinemarketingmix.Nowincreasinglysocial media such as Facebook pages and Twitter feeds are being added to the mix (except in China, where they are blocked, and marketers use other similar services). These owned media feeds provide both controlled content distribution opportunities, as well as platforms for customer and community interaction.

The dynamics of earned media are different, when customers become the channel, and brands have no control of what is said or shared. However, when brands get positive word of mouth from earned media, it is credible and powerful. Earned media, and to some extent the social media aspects of owned media, have more in common with public relations than traditional advertising.

After we waded through terabytes of statistics on platform usage, media consumption, and broadband and mobile penetration in order to compile this Yearbook, it's easy to see why some marketers lose sight of their customers and become pre-occupied with the technology. Our hope at the Asia Digital Marketing Association is that this Yearbook helps you get beyond facts and figures, and provides you insights that will make you a better and more successful marketer.

At the end of the day, there really is no such thing as a digital strategy, just solid marketing strategies that happen tousedigitalchannels.Noonehasacrystalballintowhatdevices, applications, web services, and sites tomorrow's customer will use, so stay engaged with your customer and flexibly follow the trends across multiple platforms.

David Ketchum is Chairman, Asia Digital Marketing Association and President of Bite Communications, Asia Pacific.

Digital marketing in Asia Pacific in 2010 offers an almost infinite combination of ways to engage customers, participate in their communities, sell them products and services, and build brands and corporate reputations.

Content can be highly personalised, relevant and localised deeply to take into account factors such as language, location, time of day, past behaviour and stated preferences. The range of available media is staggering, value-priced, and offers exceptional targeting. And this year the true "internet experience in the palm of your hand" is now available in many urban centres across the region,thankstothespreadofsmartphones,3Gnetworks, and the applications that run on them.

There is a battle of epic proportions going on to determine which platforms will host the majority of online users' activities. The days when a portal was a web user's main access point to the internet are long over, butit'snotyetclearwhatwilltakeitsplace.Willthefuture be driven by search? Social networking? Mobilility? A device? An application? A browser? Microblogging? Google,Facebook,Twitter,Apple,Microsoft,Skypeand Yahoo! are just a few of the international players experimenting with different mixtures of applications, contentanddevicesintheirquesttobedominant.Andin Asia Pacific, some world-class companies are looking to meet local needs or expand globally, such as Alibaba, Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra and others. Of note: Tencent is now among the top five sites visited globally.

These developments are exciting and empowering for marketers, advertisers, and their agencies. The consolidation of major players in the global internet industrysuchasGoogle'spurchaseofDoubleClickand the Microsoft/Yahoo! search deal, offers scale, and unprecedentedreachandfrequencyforonlinemarketing.That's matched with localised innovation that is bubbling up and providing new, highly relevant opportunities for engagement. The reality is that no one platform is going to win the markret outright, and whether each competitor purports to be "open" or not, they all have the potential to overlapandunderlieoneanother.ToquoteauthorDavidWeinberger'sbooktitle,theinternetremains"SmallPiecesLoosely Joined" rather than a monolithic, consistent entity, despite various companies' attempts. The iPhone (and now the iPad) and its apps-and-content ecosystem as helped blaze new trails in mobility, e-commerce and content. However, there are also plenty of other cutting edge devices (30% of the world's smartphone market is in Asia Pacific) and plenty of other platforms driving the trend.

Lastyearitseemedthatsocialnetworking–andmoreparticularlyFacebook–mighttakeoverasthedominant"operatingsystem"oftheinternet.Nowit'scleartherearemultipleplayers.Forexample,peopleonWindowsMobilephonesaccessGmail.SomeoneissearchingBaiduusinga FireFox browser. A teenager is playing a Playfish game on Facebook. People are transferring money with Alipay. A YouTube video is streaming through a Yahoo! site. Someone is Skyping on an Apple laptop, while someone else is IM'ing ontheirNokia.AChineseteenagerjustconnectedwithafriendonRenRenwitha163.comemailaddress.

The platform companies continuously refine their revenue models and try to grab market share, which is healthy because their platforms interconnect and produce hundreds of thousands of customer touchpoints for marketers to engage. How marketers deploy these platforms and what campaign ideas will be most successful is far from universal and, as in past years we're seeing increasing diversity in consumer habits across the region.

Here's a look at some of the trends in Asia Pacific, and of course there is much more detail in each of the country sections of this Yearbook.

• InternetusersinAsiaPacificspentmorethan 5.6trillionminutesonlinein2009,andbought US$7billioninvirtualgoods.

We'reback!This is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital

Marketing Association (ADMA) with the help of our members and supporters. Thanks to all our contributors for this year's collection of information, insights and case studies. And, a huge thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to designerGarryTippingwhoonceagainmadethismammothprojectareality. The Yearbook is produced by the ADMA as a service to marketing directors, agency executivesandbusinesspeoplewhowanttoknowwhat'shappeningonlineintheAsiaPacificregion. Printed copies of the complete Yearbook are available to full members of the ADMA, so join today if you are not yet a member at www.asiadma.com. As always, the PDF download version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com.

2010: Multiple Platforms, Infinite Choices


❚ DeMoGRAPhiCS

The Asia Pacific region is easily home to the biggest internetaudienceonearth,withmorethan764millioninternet users as of early 2010. To put this in context, the restoftheworldhasaround995millioninternetusersbetween them.(SoURCe: inteRnetWoRLDStAtS)

It's not only the biggest, it's the fastest growing too. Asia Pacific now plays home to the fastest growing internet population in the world. China, India and Japan were mainly to thank for Asia's 22% increase in usage in the yearuptoSeptember2009,withChinatakinghomethe prize for the fastest-growing country in Asia. China experienced a 31% surge of internet users in that period, bringing its own total audience to 220.8 million.(SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe)

Asia Pacific will also be the main driving force behind the global adoption of broadband moving forward. By 2013, theregionisexpectedtobehometo49%oftheglobalbroadband market. There are anticipated to be more than 640millionbroadbandusersworldwideby2013.Therearecurrentlymorethan160millionbroadbandsubscribersacross Asia Pacific.(SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS)

Four out of the top 10 countries in the world ranked by home broadband use are from Asia. South Korea tops thelist,with95%ofitshomesnowhavingaccesstobroadband; followed by Singapore (88%) in second place; with Taiwan and Hong Kong in joint fifth place (81%).(SoURCe: AfP/StRAteGy AnALytiCS)

Asia Pacific's internet Users 2009 CoUntRy inteRnet PenetRAtion USeR GRoWth % of USeRS USeRS (M) RAte (%) 2000-2009 (%) in ASiAASIAPACIFIC 764.43 20.1 568.8 100AUSTRALIA 17.03 80.1 158.1 –CHINA 384.00 28.7 1,606.7 50.2HONGKONG 4.87 69.2 113.7 0.6INDIA 81.00 7.0 1,520 10.6INDONESIA 30.00 12.5 1,400 3.9JAPAN 95.97 75.5 103.9 12.6MALAySIA 16.90 65.7 356.8 2.2NEWZEALAND 3.50 83.1 321.7 –PHILIPPINES 24.00 24.5 1,100 3.1SINGAPORE 3.37 72.4 180.8 0.4SOUTHKOREA 37.47 77.3 96.8 4.9TAIWAN 15.14 65.9 141.9 2.0THAILAND 16.10 24.4 600.0 2.1VIETNAM 22.77 25.7 11,289.9 3.0(SoURCe: inteRnetWoRLDStAtS; APRiL 2010)

❚ USeR BehAVioUR

The Asia Pacific region's internet users spent more than 5.6trillionminutesonlinebetweenthemin2009.(SoURCe: CoMSCoRe)

On average, internet users across the Asia Pacific region eachspent1,008.4minutesonlinepermonthin2009,lowerthantheworldmonthlyaverageof1,376.7minutes.(SoURCe: CoMSCoRe)

Search is a considerably more popular activity today amongst the region's internet users than it was a year ago. In the space of one year (from September 2008 to September2009)thenumberofsearchesconductedbyAsia Pacific users jumped by 33%. (SoURCe: MeDiA/CoMSCoRe)

InSeptember2009alone,theregion'sinternetusersmade38.6billionsearches,averagingupto88searchesperuserin that month. (SoURCe: CoMSCoRe)

Nearlyhalfofallsearchactivity(44.1%)acrosstheregioninSeptember2009tookplaceonGoogle,representing 17billionsearches.(SoURCe: CoMSCoRe)

how Long Asia Pacific Spent online in 2009 2009 AVeRAGe 2009 totAL 2009 AVeRAGe 2009 AVeRAGe MonthLy UniqUe MinUteS SPent MonthLy MinUteS MonthLy ViSitoRS ('000) onLine (MM) SPent PeR ViSitS PeR ViSitoR ViSitoRWoRLDWiDe 1,139,370 18,830,995 1,376.7 49.0ASIAPACIFIC 465,291 5,641,870 1,008.4 40.8CHINA 211,684 2,374,432 858.3 44.6JAPAN 66,176 887,023 1,114.5 42.4INDIA 34,766 270,697 646.9 23.1SOUTHKOREA 28,606 618,618 1,797.8 59.2AUSTRALIA 12,444 178,922 1,198.0 38.5TAIWAN 11,750 145,324 1,030.6 37.7MALAySIA 9,271 94,742 851.6 29.8HONGKONG 3,896 65,684 1,402.5 43.6SINGAPORE 2,651 41,899 1,315.8 39.3NEWZEALAND 2,543 28,303 926.1 33.6(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS)

Asia Pacific's online Gaming Usage in 2009 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe MonthLy MonthLy UniqUe MonthLy MinUteS MonthLy ReACh (%) ViSitoRS ('000) SPent PeR ViSitoR ViSitS PeR ViSitoRWORLDWIDE 37.5 426,884 105.8 9.1ASIAPACIFIC 30.9 143,636 51.9 7.1SINGAPORE 41.2 1,093 66.5 7.2SOUTHKOREA 34.2 9,777 138.1 11.9NEWZEALAND 34.1 869 86.2 8.0AUSTRALIA 33.9 4,230 72.2 7.7CHINA 32.4 68,458 30.3 7.4HONGKONG 29.5 1,151 118.5 7.9MALAySIA 28.3 2,628 56.0 5.3TAIWAN 26.6 3,133 24.9 4.5JAPAN 24.4 16,194 82.1 8.6INDIA 17.6 6,117 45.0 4.1(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS)

Asia Pacific's Social networking Users MARKet totAL inteRnet SoCiAL netWoRKinG % of inteRnet USeRS*('000) USeRS ('000) USeRSCHINA 215,460 105,379 49HONGKONG 3,921 2,502 64INDIA 35,432 22,259 63INDONESIA 6,014 5,074 84JAPAN 67,586 24,276 36MALAySIA 9,400 6,344 67PHILIPPINES 4,526 3,924 87SINGAPORE 2,696 2,085 77SOUTHKOREA 28,978 16,632 57TAIWAN 11,932 7,565 63VIETNAM 5,625 2,947 52(SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL CoMPUteRS)

❚ onLine ADVeRtiSinG

Half of the top 20 sites across the Asia Pacific region are based in China.(SoURCe: CoMSCoRe)

On a regional basis, Asia Pacific is now only slightly behind Europe and the Middle East (EMEA) in the spamming stakes.InOctober2009,nearlyonequarter(23%)ofallspam globally orginated from Asia, compared to the 28% that came from EMEA.(SoURCe: SyMAnteC)

Asian search engines now easily compete with the rest of the world. Chinese site Baidu.com came third behind Googleandyahoo!inarankingoftopsitesbysearchtrafficinJuly2009.WhileGooglehad76.7billionsearchesthatmonth,givingit67.5%marketshare,yahoo!received8.9billionsearches(7.8%marketshare)withBaiduveryclosebehindwith8billionsearchesand7%marketshare.(SoURCe: CoMSCoRe)

An Asian brand is now in the global top five online properties ranked by time spent. Tencent joins Microsoft, Google,yahoo!andFacebookasthesitesinternetusersspendtheirmosttimeon.Globally,internetusersspent893millionminutesonTencentinSeptember2009.(SoURCe: CoMSCoRe)

TheaverageonlineuserinAsiaPacificreceives170promotional emails a week, nearly half as much as the averageNorthAmerican(300emailsaweek).(SoURCe: ePSiLon inteRnAtionAL)

Special offers and discounts seem to work well across Asia, with58%ofAsian(exAustralia)internetuserssayingtheymade online purchases as a result of a coupon or offer they received in an email.(SoURCe: ePSiLon inteRnAtionAL)

Asia Pacific's top 50 Sites of 2009Site 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 277,307yAHOO!SITES 225,320MICROSOFT SITES 211,123TENCENT 150,396BAIDU 146,974SINA 104,565ALIBABA.COM 83,956NETEASE 78,509SOHU 77,641WIKIMEDIAFOUNDATIONSITES 77,374XUNLEINETWORKING 70,454CBSINTERACTIVE 67,693FACEBOOK 66,339TUDOUSITES 56,537AMAZONSITES 53,115KUGOU 51,506yOUKU 49,235OAKPACIFICINTERACTIVESITES 48,418APPLE 46,398PCONLINE.CNSITES 45,974EBAy 40,479RAKUTEN 39,079FC2 38,357AOL 37,328GMOINTERNETGROUP 36,849NTTGROUP 35,58856 35,311ADOBESITES 35,030PPSTREAM 34,928LIVEDOOR 32,834NHN 31,497CyBERAGENT 31,059WORDPRESS 30,961LyCOSSITES 30,665THEMOZILLAORGANISATION 29,560NIFTy 29,425ASKNETWORK 27,656PHOENIXTELEVISION 27,472SONyONLINE 27,260RECRUITCO 25,738QIANQIAN 25,713KAKAKU 25,651PCPOPSITES 25,459XINHUANEWSAGENCy 25,028FOXINTERACTIVEMEDIA 24,732CHINAByTETECHNOLOGyCO. 23,536SAKURAINTERNET 23,513TOM.COM 23,121KINGSOFT 22,5874399 22,457(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS)

ASiA PACifiC


Asia Pacific online Ad Spend: 2009-2012MARKet yeAR (US$ MiLLion) 2009 2010 2011 2012AUSTRALIA 1,597 1,748 1,888 2,002CHINA 3,271 4,089 5,152 6,594HONGKONG 138 146 157 169INDIA 101 117 134 154INDONESIA 0.9 1.0 1.4 1.8JAPAN 7,324 7,910 8,724 9,509MALAySIA 26 34 41 48NEWZEALAND 214 251 343 349SINGAPORE 16 17 18 19SOUTHKOREA 1,236 1,397 1,536 1,690TAIWAN 208 229 252 277THAILAND 7 7 7 8VIETNAM 0.8 0.9 1.1 1.3ASIAPACIFIC 14,142 15,949 18,258 20,827(SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009)

Asia Pacific's top Social networks in 2009PRoPeRty 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)TOTALINTERNET:TOTALAUDIENCE 465,291SOCIALNETWORKING 254,209FACEBOOK 66,339BAIDUSPACE 48,212QQ.COMALUMNI 28,410WINDOWSLIVEPROFILE 22,792ORKUT 22,454CyWORLD 19,377QQ.COMMINIWORLD 17,919KAIXIN001 16,405HI5 15,886FRIENDSTER 15,832(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS)

Asia Pacific's top 20 Digital Brands of 2009RAnK BRAnD1 MCDONALD'S2 NOKIA3 KFC4 COCA-COLA5 NIKE6 SONy7 SAMSUNG8 ADIDAS9 PIZZAHUT10 NESTLE11 PEPSI12 CANON13 TOYOTA14 HEINEKEN15 CITIBANK16 OLAy17 HONDA18 PHILIPS19 VISA20 HEAD&SHOULDERS(SoURCe: tnS/DiGitAL MeDiA)

how Asia Pacific Defines Spam vs north AmericaDefinition % of APAC % of noRth AMeRiCA ReSPonDentS ReSPonDentSEMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 67 83EMAILSOFANOFFENSIVESUBJECTMATTER 69 71ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 54 73EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 52 76ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX 42 45ANyEMAILIRECEIVETHATIDON'TWANT,REGARDLESS OFWHETHERISUBSCRIBED 39 39ANyEMAILSENTTOMEFROMASENDERWHOISNOT ONMyADDRESSBOOKORAPPROVEDSENDERLIST 29 45ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTO SENDMEMAILATONETIME,BUTTHATINOLONGER WISHTORECEIVE 32 39EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITH OFFLINE,BUTTOWHOMINEVERGAVEPERMISSIONTOCONTACT ME VIA EMAIL 28 34EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUT THATCOMETOOFREQUENTLy 23 31ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE, EVENIFIKNOWTHESENDER 27 26(SoURCe: ePSiLon inteRnAtionAL)

Why Asians Unsubscribe from emailsReASon % of APAC % of noRth AMeRiCA ReSPonDentS ReSPonDentSIRRELEVANTCONTENT 62 67RECEIVETOOFREQUENTLy 56 64THINKADDRESSBEINGSHARED/SOLD 30 50DON'TRECALLSIGNINGUP 20 48PRIVACyCONCERNS 29 32(SoURCe: ePSiLon inteRnAtionAL)

Why Asians open Permission-Based emails (PBes)tyPe of SUBjeCt % of APAC % of noRth AMeRiCA Line Content ReSPonDentS ReSPonDentSDISCOUNTOFFER 66 59FREEPRODUCTOFFER 63 57CONTAINSFAMILIARBRANDNAME 60 50BREAKINGINFO/NEWS 49 34NEWPRODUCTANNOUNCEMENT 48 29FREESHIPPINGOFFER 42 36CONTAINSRECENTPURCHASEINFO 43 34LIMITED TIME OFFER 48 31CONTAINSMyNAME 37 16OTHER 5 7(SoURCe: ePSiLon inteRnAtionAL)

What Asians do After opening PBesACtion % of APAC % of noRth AMeRiCA ReSPonDentS ReSPonDentSCLICKONAWEBSITE 87 69ENTERSWEEPSTAKESORPROMOTION 57 67WATCHVIDEOCLIP 63 46PURCHASEONLINE 62 46PURCHASEOFFLINEATRETAILSTORE 58 48SIGNUPFORMOREINFORMATION 67 38CLICKONADVERTISEDLINKINNEWSLETTER 62 34PLAyAGAME 55 39(SoURCe: ePSiLon inteRnAtionAL)

❚ e-CoMMeRCe

The"virtualgoods"industryinAsiaisworthUS$7billion,puttingtheUS$1billionthatisgeneratedintheUSconsiderably in the shade. Asia's top market, China, was expectedtogeneratearoundUS$5billioninvirtualgoodstransactionsin2009alone.OthermarketsleadingAsia'sdominance in the virtual goods market include Japan and SouthKorea–bothplayinghometothrivingonlineandmobile gaming industries.(SoURCe: +8*/ViRtUALGooDSneWS.CoM)

In a survey of six countries across Asia Pacific, an overwhelming proportion of the region's online population (89%)saidtheyhadshoppedonlineinthepastyear.TheAsian countries who show the biggest preference for online shoppingareSouthKorea(97%ofrespondentswhosaidtheyshoppedonline),China(94%),Japan(94%)andAustralia(89%).(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)

Whatareinternetusersacrosstheregionbuyingonline?Much the same as always, according to one survey which found the most popular items purchased online over the pastyearhavebeenclothes(55%),books(50%)andmusicdownloads(49%).(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)

And why do the region's internet users shop online anyway? According to the same survey, the most popular reasons are the convenience of being able to shop anytime (80%); to be able to compare prices and get better deals (79%);tofindandcompareproducts(78%);andtohuntaroundforbargains(75%).(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)

Money talks, particularly if it's made of plastic. Of the region's internet users who do shop online, a sizeable 83% of them said in a survey that they would continue to do so with the aid of electronic payment cards.(SoURCe: SinA.CoM/ViSA)

Whentheregion'sinternetusersdoshoponlinetheydon'tjust stick to local retailers. According to one survey, more thanonethird(39%)ofonlineuserssaidtheyhadshoppedfrom overseas websites. The countries which showed the biggest tendency towards shopping internationally are China and India.(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)

What Asia Pacific is Doing onlineKey Site CAteGoRieS (% ReACh) ENTERTAINMENT 71.2EMAIL 59.0SOCIALNETWORKING 56.1NEWS/INFORMATION 55.2RETAIL 54.4BLOGS 48.5TECHNOLOGy 47.6COMMUNITy 47.5GAMES 47.1BUSINESS/FINANCE 39.9PHOTOS 34.2 INSTANTMESSAGING 31.8SPORTS 26.3EDUCATION 23.6TRAVEL 22.7CAREERSERVICESAND… 20.8AUTOMOTIVE 17.6HEALTH 14.8 GOVERNMENT 10.1(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

Asia Pacific's top online Retail Product CategoriesRetAiL SUBCAteGoRy (% ReACh)RETAIL 54.4COMPARISONSHOPPING 21.4BOOKS 17.8COMPUTERHARDWARE 11.3CONSUMERELECTRONICS 11.0COMPUTERSOFTWARE 9.2APPAREL 8.9HEALTHCARE 5.1MALL 5.1FRAGRANCES/COSMETICS 3.8RETAIL-MUSIC 3.5RETAIL-FOOD 3.0 DEPARTMENTSTORES 2.8TICKETS 1.9FLOWERS/GIFTS/GREETINGS 1.7JEWELRy/LUXURyGOODS/ACCESSORIES 1.4CONSUMERGOODS 1.4SPORTS/OUTDOOR 1.4HOMEFURNISHINGS 1.3TOYS 1.2 (SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009)

❚ MoBiLe

Asia Pacific buys more phones than any other region on earth.Nearly480millionmobiledevicesweresoldacrossAsiain2009(comparedtolessthan200millioninWesternEurope). And this year, the number will surpass half a billion,accordingtoestimates,withnearly547millionexpected to be sold across the region.(SoURCe: GARtneR)

There are currently around 2.03 billion mobile subscribers inAsiaPacific.That'sexpectedtoincreaseto2.53billionbytheendof2013,anincreaseofnearly25%.ChinaandIndiawon'tbetheonlycountriestodrivethisgrowth–Indonesia, the Philippines and Vietnam are expected to display subscriptions booms as well.(SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)

Mobile service revenues for the Asia Pacific region are tippedtohitUS$326.37billionbytheendof2013,anincreaseofmorethan16%fromtheendof2009.(SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)

Asia Pacific is the fastest growing market in terms of mobile multimediarevenue,andisexpectedtogenerateUS$13.3billionin2013,representingaCAGRof13.8%from2008.(SoURCe: ieMARKetReSeARCh)

Music is expected to drive the region's mobile multimedia market moving forward. Revenue generated from Asia Pacific'smobilemusicsectorisexpectedtoreachUS$6.72billionby2013,asignificantleapfromtheUS$2.27billiongenerated in 2008.(SoURCe: ieMARKetReSeARCh)

There were expected to be 1 billion mobile subscribers in NorthAsiaalonebytheendof2009,with80%ofthemliving in China. Those subscribers were anticipated to generateasmuchasUS$183billioninrevenuesforthatyear.(SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)

By2014,thenumberofmobilesubscribersinNorthAsiashouldexceed1.37billion,reflectingaCAGRof7.7%(2008-2014). Mobile revenues meanwhile are expected to jumptoUS$229.8billionbytheendofthat2014–aCAGRof5.2%forthesameperiod.(SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)

Therewereexpectedtobeasmanyas453.3millionmobilesubscribersinsoutheastAsiabytheendof2009.Currentlyjust6%ofthem–or22.9millionpeople–are3Gsubscribers.(SoURCe: fRoSt & SULLiVAn/inteLLASiA)

The south east Asian mobile market is currently valued at US$32billion.However,whilethenumberofsubscribersroseatarateof18.4%over2009,thebillingsrateforthatperiodrosebyamoremodest13.6%.Muchofthishasto do with the newest batch of subscribers coming from emerging markets such as Cambodia, Vietnam, Indonesia andthePhilippines,allexhibitinglowerARPUs.(SoURCe: fRoSt & SULLiVAn/inteLLASiA)

By the end of 2014, south east Asia could have as many as 606millionmobilesubscribers,generatingaroundUS$36.2billion in mobile revenues in that year.(SoURCe: fRoSt & SULLiVAn)

Asians continue to lead the world when it comes to the love of mobile shopping. In a survey, almost eight out of ten mobile users in Asia Pacific "reported some mobile shoppingactivity",whilenearlyaquarterofthem(23%)made some form of mobile purchase in the month of December2009.(SoURCe: MotoRoLA/eMARKeteR)

WhileAsiadoesnotcurrentlyleadtheworldintermsof mobile payments, it is showing strong growth in this area, with payment transaction values estimated to reach US$29.8billionin2013.Pre-paidtopupsareexpectedtoaccountfor50%ofthisamount,followedbymoneytransfers as the next largest mobile payment category.(SoURCe: ieMARKetReSeARCh)

By 2012, it is expected that there will be around 123 million mobile payment users in the Asia Pacific region.(SoURCe: ieMARKetReSeARCh)


The mobile phone is becoming the favoured device for young Asians to connect to social networking sites accordingtoonesurvey.Morethan50%ofChinese,Indian, South Korean and Thai mobile users prefer to use their handsets over their PCs for this purpose, it estimates.(SoURCe: teLeCoMASiA.net/iDC)

Around 30% of the global market for smartphones lies in the Asia Pacific region.(SoURCe: MMA)

By2015,thereisexpectedtobearound347millionsmartphone users in Asia Pacific-ex Japan.(SoURCe: CReDit SUiSSe)

Withmoresmartphonesonthemarket,it'spredictedthat non-SMS wireless broadband data revenues in Asia-exJapanwillbeboostedfromUS$1.3billionin2009to$14.5billionattheendof2015.Ofthisrevenue,17.4%isexpected to be generated by non-SMS data use.(SoURCe: teLeCoMASiA.net/CReDit SUiSSe)

Asia Pacific is surely home to the most prolific texters on earth.Itisestimatedthatastaggering1.9trillionSMSmessagesweresentin2009alone,a15.5%increaseon2008. And expectations are already set that mobile users across Asia will send 2.1 trillion messages to each other in 2010,anincreaseof12.7%on2009.(SoURCe: GARtneR)

The Asia Pacific mobile healthcare market could be worth asmuchasUS$1billionby2010.(SoURCe: MMA/SoLiDiAnCe)

Asia Pacific's Mobile Shopping ActivitiesACtiVity (% of ReSPonDentS) ASiA PACifiC WoRLDWiDeCALLEDTOASKSOMEONEABOUTAPRODUCTIMIGHTPURCHASE 51.6 30.8TEXTEDTOASKSOMEONEABOUTAPRODUCTIMIGHTPURCHASE 37.7 21.3SENTAPICTUREOFAPRODUCTIMIGHTPURCHASE 29.3 16.3USEDMOBILEPHONETOACCESSINTERNETTOLOOKATPRODUCT REVIEWSOROTHERINFORMATION 35.9 14.3USEDMOBILEPHONETOACCESSINTERNETTOCOMPAREPRICES 34.5 14.2USEDMOBILEPHONETOACCESSINTERNETTOGETCOUPONSOR SPECIALOFFERSWHILESHOPPING 28.0 8.5MADEANINTERNETPURCHASEDIRECTLyONTHEMOBILEPHONE 23.0 6.9USEDMOBILEPHONEFORATLEASTONEOFTHEABOVE SHOPPING-RELATEDACTIVITIES 78.0 51.4(SoURCe: eMARKeteR/MotoRoLA jAnUARy 2010)

❚ CASe StUDy

Client:Bankee(Philippines),Funtastic(Australia),Wrigley(India) and Taiwan Mobile (Taiwan)Agency:CartoonNetworkCampaign:BEN10GameCreatorobjective: To open up a desirable platform for marketers to effectively tap into a pool of a highly engaged audience of young gamers and content creators.Strategy: To effectively engage with today's digital natives,CartoonNetworklaunchedBen10GameCreatorandBen10AlienForceMMOGtofurtherenhanceitsuser-generated content offering. The projects provide a platform for marketers in search of deeper interaction with their target audiences. The strategy here was to leverage on the immense popularity of the free, online gaming platform that merges the popular animated action franchise with user-generatedcontent–thefirstgameofitskind.Details:ByallowingBEN10:AlienForcefanstoaccesstools and animations needed to easily build their own

action-adventuregamearoundtheseries,GameCreatoris the online "destination" for young gamers. The highly interactiveelementofGameCreator,whichgivesplayersthe power to create their own games and pass their completed creation to their friends, was recognised by thedigitalinvestmentsfromouradvertisers.WithBen10GameCreator,clientswereprovided with four exciting advertising placements options: top leader-board, a15-secondFlashgamepre-loader, sponsor logo placement and game pagebranding–allowingmaximum flexibility for marketers to spread their message to key audiences.Results: Following the launch in early March 2009acrosseightCartoonNetworkAsiasites,theplatform saw the following results:-384,405gamescreated.-70,000uniqueusers.-Morethan78milliongame plays.

Caroline ChanGeneral ManagerOMD Hong Kong

“Foodie”Windows Live Messenger:Ask friends for restaurant recommendations.

Bing: Read restaurant reviews.

Internet Explorer: Find the location & check the menu.

MSN: Blog about the food& atmosphere.

Be part of their inner circleCaroline is one of millions of professionals who continuously use our products, tools and services to stay close to the things that matter most, things that are off limits to all but her most trusted family, friends and associates.

If you want to talk to people like Caroline, talk to us.

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CM

MY

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210x297mmH_A4Caroline_03_CS.pdf 4/22/10 3:21:48 PM


how Australians ConnectConneCtion ‘000 %DiAL UP ANALOG 1,077 13ISDN/OTHER 10 0TOTALDIAL-UP 1,087 13non DiAL-UP DSL 4,171 50WiReLeSS FIXED 160 2MOBILE 1,961 23TOTALWIRELESS 2,121 25SATELLITE 90 1CABLEANDFIBRE 931 11ISDN/OTHER 20CoMBineD ConneCtionS TOTALNONDIAL-UP 7,333 87TOTALALLSUBSCRIBERS 8,420 100SPeeDLESSTHAN256KBPS 1,103 13BRoADBAnD 256KBPSTOLESSTHAN512KBPS 1,297 15512KBPSTOLESSTHAN1.5MBPS 1,249 151.5MBPSTOLESSTHAN8MBPS 2,529 308MBPSTOLESSTHAN24MBPS 1,800 2124MBPSORGREATER 443 5(SoURCe: ABS; jUne 2009)

❚ USeR BehAVioUR

WhenAustralianslogonathome,it'smainlyforpersonalreasons,with96%ofhomeuserssayingthiswasthecase.Lessthanhalfofthem,meanwhile(46%)workonline.(SoURCe: ABS)

Australianinternetusersspentanaverageof57hoursonlineathomein2Q2009,rackingupatotalof3,099page views per person in that period.(SoURCe: ACMA)

Morethanaquarter(27%)ofAustraliansblog.(SoURCe: ACMA)

HealthclearlymatterstoonlineAustralians.Nearlythreequartersofthem(62%)havelookeduphealthinformationontheinternet,with50%ofthemusingthatinformationto diagnose themselves.(SoURCe: tnS)

MorethanonequarterofonlineAustralians(27%)feltthatthe internet allowed them to diagnose and treat themselves without the aid of a doctor.(SoURCe: tnS)

More Australians are logging on to social media, with more than70%ofonlineusersvisitingsocialnetworkingsitesinJune2009,anincreaseof29%on2008.(SoURCe: CoMSCoRe)

Morethan70%ofAustralianinternetuserspaidavisittoasocialnetworkingsiteinJune2009,representingnearly9millionpeople.Facebookdominatedthesector,attractingmorethan6millionvisitors,agrowthof95%on2008.(SoURCe: MARKetinGVox)

They may not be the biggest online audience in the world, but when it comes to social networking, they can certainly be the most dedicated. Australians spent more time on socialnetworkingsitesinDecember2009thananyoneelseintheworld,rackingupnearly7hoursonsocialmediasites,moresothantheirpeersincountriessuchastheUS,UKorJapan.(SoURCe: the nieLSen CoMPAny)

how often Australians go online fReqUenCy of ConneCtinG to the inteRnet eVeRyDAy At LeASt At LeASt At LeASt WeeKLy MonthLy yeARLy '000 % '000 % '000 % '000 %AGe 15–17 511 68 226 30 – – – –18–24 1,146 69 464 28 – – – –25–34 1,558 65 742 31 70 3 10 035–44 1,266 51 1,024 42 155 6 14 145–54 1,117 52 842 39 181 8 21 155–64 774 56 508 36 95 7 16 165OROVER 374 48 318 41 63 8 22 3GenDeR MALE 3,431 59 1,988 34 342 6 48 1FEMALE 3,315 57 2,137 37 281 5 40 1PeRSonAL inCoMe LESSTHAN$40,000 3,206 60 1,875 35 277 5 29 1$40,000–$79,999 1,845 56 1,211 37 192 6 22 1$80,000–$119,999 559 60 322 34 46 5 7 1$120,000OROVER 344 65 162 31 16 3 6 1COULDNOTBEDETERMINED 792 54 556 38 92 6 23 2eMPLoyMent StAtUS EMPLOyED 5,002 58 3,093 36 486 6 61 1NOTEMPLOyED 1,744 59 1,032 35 137 5 27 1INDIGENOUSSTATUSNONINDIGENOUS 6,695 58 4,089 36 610 5 88 1INDIGENOUS 51 51 36 36 13 13 0 0eDUCAtion BACHELORDEGREEORABOVE 2,031 68 846 28 94 3 16 1ADVANCEDDIPLOMAORDIPLOMA 805 59 458 34 83 6 16 1CERTIFICATE 981 49 849 42 162 8 16 1yEAR12ORBELOW 2,813 56 1,917 38 278 6 39 1TOTAL 6,746 58 4,125 36 624 5 88 1(SoURCe: ABS; DeC 2009; SeLeCteD finDinGS)


AtotalofAU$1.87billionwasspentononlineadvertisinginAustraliain2009,a9.4%increase($161million)on2008.(SoURCe: iAB/PWC)

Theincreaseinonlineadspendin2009wasmainlyduetothe17%growthinsearchanddirectoriesadvertising,whichbroughtinAU$944.25millionin2009comparedto$806.5millionin2008.Generaldisplaycontributed$498million,withtheremaining$429millioncomingfromclassified advertising.(SoURCe: iAB/PWC)

Search and directories dominated online ad spend taking up50.5%ofexpenditurein2009;followedbygeneraldisplay(26.6%);thenclassified(22.9%).(SoURCe: iAB/PWC)

The biggest spenders on online advertising came from thefinancesectorin2009,takingup19%ofonlinead expenditure. The next top spenders came from the computers&communicationindustrycategory,takingup12.72%ofonlineadspend,closelyfollowedbymotorvehicles,with12.46%ofoverallonlineadspend.The category that spent the least? Office and business equipment,withjust0.21%.(SoURCe: iAB/PWC)

TheFMCGsectormaynotbethebiggestonlinespendersinAustralia, but in the last year they have shown the biggest increaseinonlineadexpenditure,addingAU$7.1milliontotheamounttheyspentin2009comparedto2008.(SoURCe: iAB/PWC)

Whiletraditionalmediasectorsrecordeddropsinadvertisingspendinthefirsthalfof2009,onlineactuallymanaged a 12% increase in ad revenues, generating AU$892.5million.(SoURCe: MARKetinG inteRACtiVe/CeASA)

❚ DeMoGRAPhiCS

Australiacurrentlyhasmorethan17millioninternetusersin the country, representing a penetration rate of 80.1%.(SoURCe: inteRnetWoRLDStAtS)

Australia'sinternetuserbasegrew158.1%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

Nearlythreequarters(72%)ofAustralianhouseholdsnowhave home internet access. In the last decade, household accesstothewebhasmorethanquadrupled.(SoURCe: ABS)

Broadband access has now reached around two thirds (62%)ofAustralianhomes–or5millionhouseholds–and86%ofhomeswithinternetaccessnowhavebroadbandconnections. The Australian Capital Territory has the highestproportionofbroadbandhouseholds(74%ofallhomes) of any state in Australia.(SoURCe: ABS)

Homeisthefavouriteaccesslocationfor68%ofAustralianinternetusersthatareaged15andover.(SoURCe: ABS)

Nearlyall(96%)ofhomeusersmainlyusedtheinternetathome for personal and private purposes. Less than half of them(46%)tendtoworkonline.(SoURCe: ABS)

Australia's internet Users 2009AGe ‘00015–17 85318–24 2,06325–34 2,94535–44 3,06345–54 2,93655–64 2,40965OROVER 2,66GenDeR MALE 8,345FEMALE 8,593PeRSonAL inCoMe LESSTHAN$40,000 8,962$40,000–$79,999 4,158$80,000–$119,999 1,050$120,000OROVER 581NOTDETERMINED 2,187eMPLoyMent StAtUS EMPLOYED 11,008NOTEMPLOyED 5,930INDIGENOUSSTATUSNONINDIGENOUS 16,747INDIGENOUS 190eDUCAtion BACHELORDEGREEORABOVE 3,410ADVANCEDDIPLOMAORDIPLOMA 1,667CERTIFICATE 2,867yEAR12ORBELOW 8,685StAte oR teRRitoRy of USUAL ReSiDenCe NEWSOUTHWALES 5,560VICTORIA 4,272QUEENSLAND 3,346SOUTHAUSTRALIA 1,277WESTERNAUSTRALIA 1,694TASMANIA 392NORTHERNTERRITORy 125AUSTRALIANCAPITALTERRITORy 271(SoURCe: ABS DeC 2009; SeLeCteD finDinGS)

Uluru(Ayer'sRock) intheAustralianOutback

AUStRALiA


However, despite a 41% increase in the number of online advertisersanda19%increaseinthenumberofbannerads, general display online ad revenues in Australia at end ofQ3fellby5%comparedtothesamequarterin2008.(SoURCe: DiGitAL MeDiA/nieLSen)

The drop in display ad revenue could be down to one thing: Australians are among the least likely in the world to actually click on general display ads, according to one survey.(SoURCe: DiGitAL MeDiA/nieLSen)

Australians may not like clicking on many online ads, but a lot of them remember them. One third of internet users are able to recall the ad when asked and 41% of them can link the brand to an un-branded ad.(SoURCe: nieLSen)

The search advertising market in Australia saw growth rates of30%intheyear2008/9andisprojectedtogrowataslowerCAGRof20%until2014.Onlinedirectoriesrevenuegrew by 21% in the same year, slightly lower than the 22% growthratesseenin2007/8.TheonlinedirectoriesmarketisexpectedtosustainCAGRof15%between2010and2014.(SoURCe: fRoSt & SULLiVAn)

Australia's top Sites for 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 10,547MICROSOFTSITES 9,668FACEBOOK 6,648yAHOO!SITES 5,731EBAy 4,953APPLE 4,185TELSTRA 4,103FOXINTERACTIVEMEDIA 4,072WIKIMEDIAFOUNDATIONSITES 3,940NEWSINTERACTIVE 3,125(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS)

Australia's top Gaming Sites for 20092009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)

ONLINEGAMING 4,230WILDTANGENTNETWORK 950MINICLIP 803NICKELODEONCASUALGAMES 582MSNGAMES 560EAONLINE 383DISNEyGAMES 362SPILGAMES 269WORLDOFWARCRAFT(APP) 261UNIVERSALMULTIPLAyERGAMEENTERTAINMENT 256AOLGAMES 226(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS)

Australia's top Retail Sites for 20092009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)

RETAIL 7,201AMAZONSITES 2,288APPLEWORLDWIDESITES 2,100COLESGROUP 944SHOPPING.COMSITES 911WOOLWORTHS 828GETPRICE.COM.AU 515TICKETEK 490AMERICANGREETINGSPROPERTy 409DEALSDIRECT.COM.AU 381MySHOPPING.COM.AU 343(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS)

Australia's top entertainment Sites for 20092009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)

ENTERTAINMENT 9,131yOUTUBE 5,749ITUNESSOFTWARE(APP) 3,537CBSINTERACTIVE 2,758VIACOMDIGITAL 1,595VEVO 1,347IMDB 1,292

GORILLANATION 1,229BREAKMEDIANETWORK 1,123AOLMUSIC 965UGOENTERTAINMENT 944(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS)

Australian General Display online Ad Spend 2009 ADVeRtiSeR inDUStRy CAteGoRy AU$ ('000) % of SPenDFINANCE 94,654 19.01MADEUPOF:-BUSINESSBANKING 4,271 0.86-CREDITCARDS 19,435 3.90-HOMELOANS 27,160 5.45-SUPERANNUATION 1,724 0.35-PERSONALBANKING 21,095 4.24-WEALTHMANAGEMENT 6,772 1.36-OTHER 14,197 2.85COMPUTERS&COMMUNICATION 63,365 12.72MADEUPOF:-COMPUTERHARDWARE 21,543 4.33-COMPUTERSOFTWARE 5,344 1.07-TELECOMMUNICATIONS 28,797 5.78-INTERNET/ISP 7,681 1.54MOTORVEHICLES 62,051 12.46MADEUPOF:-INTERNETSITES 3,197 0.64-MANUFACTURERS 51,347 10.31-DEALERS 1,734 0.35-OTHER 5,773 1.16TRAVEL/ACCOMMODATION 35,290 7.09MADEUPOF:-FLIGHTS 13,098 2.63-ACCOMMODATION 7,823 1.57- CAR HIRE 1,044 0.21 -HOLIDAyPACKAGES/AGENTS 3,933 0.79-OTHER 9,392 1.89ENTERTAINMENT&LEISURE 38,882 7.81MADEUPOF:-MUSIC 1,901 0.38-MOVIES 14,045 2.82-GAMES/CONSOLES 4,439 0.89-OTHER 18,497 3.71MEDIA 21,465 4.31FMCG 26,604 5.34MADEUPOF:-FOOD 12,786 2.57-BEVERAGES(NON-ALCOHOLIC) 6,365 1.28-OTHER 7,453 1.50REALESTATE 20,273 4.07RETAIL 17,831 3.58INSURANCE 15,917 3.20HEALTH,BEAUTy,PHARMACEUTICALS 22,938 4.61GOVERNMENT 20,201 4.06OTHER 25,858 5.19RECRUITMENT 7,081 1.42ALCOHOLICBEVERAGES 7,968 1.60EDUCATION&LEARNING 8,366 1.68HOMEPRODUCTS&SERVICES 3,459 0.69COMMUNITy/PUBLICSERVICE 4,762 0.96OFFICE&BUSINESSEQUIPMENT 1,035 0.21(SoURCe: iAB/PWC)

how Australians Define SpamDefinition % of AUStRALiAn ReSPonDentSEMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 85EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 76ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 77EMAILSOFANOFFENSIVESUBJECTMATTER 74ANyEMAILSENTTOMEFROMASENDERWHOISNOTONMyADDRESS BOOKORAPPROVEDSENDERLIST 43ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX 46ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOSENDME MAILATONETIME,BUTTHATINOLONGERWISHTORECEIVE 35ANyEMAILIRECEIVETHATIDON'TWANT,REGARDLESSOFWHETHERISUBSCRIBED 38EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITHOFFLINE,BUTTO WHOMINEVERGAVEPERMISSIONTOCONTACTMEVIAEMAIL 41EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUTTHATCOMETOOFREQUENTLy 31ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE,EVENIFIKNOWTHESENDER 23(SoURCe: ePSiLon inteRnAtionAL)

Why Australians Unsubscribe from emailsReASon % of AUStRALiAn ReSPonDentSIRRELEVANTCONTENT 72RECEIVETOOFREQUENTLy 59THINKADDRESSBEINGSHARED/SOLD 40DON'TRECALLSIGNINGUP 38PRIVACyCONCERNS 29(SOURCE:EPSILONINTERNATIONAL)

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Why Australians open Permission-Based emailstyPe of SUBjeCt % of AUStRALiAn Line Content ReSPonDentSFREEPRODUCTOFFER 68DISCOUNTOFFER 62CONTAINSFAMILIARBRANDNAME 47NEWPRODUCTANNOUNCEMENT 42CONTAINSRECENTPURCHASEINFO 38FREESHIPPINGOFFER 32CONTAINSMyNAME 29TIMEOFFER 27BREAKINGINFO/NEWS 20OTHER 6(SoURCe: ePSiLon inteRnAtionAL)

❚ e-CoMMeRCe

Around8millioninternetusersshoppedonlinein2009,representing64%ofallAustralianswhoaccessedtheinternet.(SoURCe: ABS)

Australiansarebigonshoppingonline.Now,85%ofonline Australians shop for books, DVDs, technology, sports andtravelproductsmostlyovertheinternet.Thatequalsaround11.98millionpeople.(SoURCe: GetPRiCe.CoM.AU/CoReDAtA)

WhydoAustraliansloveonlineshoppingsomuch?It'seasyandcanavoidthecrowds,that'swhy:75%ofonlineusersin a survey said that convenience turned them on to online shopping;78%citedtheabilitytomakepricecomparisons;and a solid 33% of them said they simply preferred the opportunity to get away from people and to shop in peace.(SoURCe: GetPRiCe.CoM.AU/CoReDAtA)

Morethanhalf(51%)ofonlineshoppersinAustraliahavespentmorethanAU$200onlineinthepastyear,withasimilar proportion of them saying they purchased online at least once a month.(SoURCe: GetPRiCe.CoM.AU/CoReDAtA)

The more money you have, the more likely you are to shop. As much as 82% of Australians in the top household incomebracketshoppedonlinein2009comparedto42%in the lowest earning category.(SoURCe: ABS)

Australia's online gaming market is expected to be worth AU$2.2billionby2013.(SoURCe: B&t/PWC)

Australia's online Shoppers in 2009 USeD the inteRnet to PURChASe DiD not USe the inteRnet to GooDS oR SeRViCeS PURChASe GooDS oR SeRViCeS '000 % '000 %AGe GRoUP (yeARS) 15–17 303 38 500 6218–24 1,176 63 701 3725–34 1,970 75 673 2535–44 1,774 68 850 3245–54 1,493 65 802 3555–64 910 60 606 4065OROVER 366 45 453 55GenDeR MALE 4,026 64 2,243 36FEMALE 3,966 63 2,341 37PeRSonAL inCoMe LESSTHAN$40,000 3,210 54 2,680 46$40,000–$79,999 2,636 73 960 27$80,000–$119,999 773 79 210 21$120,000OROVER 470 85 81 15COULDNOTBEDETERMINED 902 58 652 42eMPLoyMent StAtUS EMPLOyED 6,484 69 2,905 31NOTEMPLOyED 1,508 47 1,679 53

INDIGENOUSSTATUSNONINDIGENOUS 7,940 64 4,516 36INDIGENOUS 51 43 68 57LeVeL of hiGheSt eDUCAtionAL AttAinMentBACHELORDEGREEORABOVE 2,479 78 705 22ADVANCEDDIPLOMAORDIPLOMA 1,059 72 421 28CERTIFICATE 1,377 63 813 37yEAR12ORBELOW 2,951 53 2,575 47StAte oR teRRitoRy of USUAL ReSiDenCe NEWSOUTHWALES 2,488 61 1,594 39VICTORIA 2,031 63 1,198 37QUEENSLAND 1,647 67 824 33SOUTHAUSTRALIA 570 63 335 37WESTERNAUSTRALIA 829 64 458 36TASMANIA 183 68 85 32NORTHERNTERRITORy 66 66 34 34AUSTRALIANCAPITALTERRITORy 177 76 56 24TOTAL 7,992 64 4,584 36(SoURCe: ABS DeC 2009; SeLeCteD finDinGS; PeRSonS 15 AnD oVeR; USe of the inteRnet to PURChASe oR oRDeR GooDS oR SeRViCeS–foR PRiVAte PURPoSeS in the LASt 12 MonthS–2008–09)

top online Retail Subcategories in AustraliaCAteGoRy % ReAChRETAIL 57.5COMPARISONSHOPPING 18.2BOOKS 21.1 COMPUTERHARDWARE 22.4CONSUMERELECTRONICS 8.2COMPUTERSOFTWARE 12.1APPAREL 10.9HEALTHCARE 2.6MALL 2.4 FRAGRANCES/COSMETICS 2.7RETAIL-MUSIC 4.8RETAIL-FOOD 3.6DEPARTMENTSTORES 6.3TICKETS 7.1FLOWERS/GIFTS/GREETINGS 5.1JEWELRy/LUXURyGOODS/ACCESSORIES 3.2CONSUMERGOODS 0.9SPORTS/OUTDOOR 4.6HOMEFURNISHINGS 3.0TOYS 2.8 (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Annual mobile ad revenues in Australia are expected to reachAU$232millionby2013.(SoURCe:B&t/PCW)

SMScannowprettymuchbecalledubiquitous,with99%of Australians now text messaging each other.(SoURCe: DiGitAL MeDiA/MiCRoSoft)

Morethan25%ofallAustraliansaged14andoverhaveaccessed the mobile internet at one point or another.(SoURCe: SenSiS)

Australian mobile users are more targeted than their PC predecessors, according to one survey. Mobile users there like to get "straight down to business", with the top mobile activities involving either researching products and services, (41% of mobile internet users) or looking for the suppliers ofthoseproductsandservices(36%).(SoURCe: SenSiS)

OfAustralia'smobileshoppers,25%haveboughtaringtone;25%haveconductedmobilebanking;19%havebought something with a credit card; 12% have ordered a product or service over their phones; and 10% of them have either bought or sold something on a mobile auction site, according to one survey.(SoURCe: SenSiS)

Otherthanshop,morethanonequarter(27%)ofmobileAustralianshavedownloadedvideosviatheirphones;25%havedownloadedgames;17%havewatchedmobileTVand 12% have used their phone to scan a bar code.(SoURCe: SenSiS)

Social networking for Australians isn't just conducted over thePC–theyaregettinginontheactwiththeirphonestoo, with 40% of mobile Australians using their phone to accessasocialnetworkingsite.Morethanonequarter(27%)ofthemhavereadablogviatheirmobiles;12%have actually written a blog using their phone; and 8% have used Twitter specifically with their phones.(SoURCe: SenSiS)

Young Australians are yet to get on board with mobile social networking, however. According to one survey of 18-35yearoldswhousesocialmedia,only19%oftheminAustralia are actually using their phones for this function.(SoURCe: teLeCoMASiA.net/iDC)

Thetake-upof3Gservicesisdrivingthedemandformoresophisticatedmobileservicesinthecountry,with3Gandwirelessbroadbandservicespostinga162%increaseinJune2009fromthepreviousyear.Now,wirelessbroadbandsubscribersmakeup25%ofallinternetsubscribersinAustralia.(SoURCe: MUMBReLLA/ACMA)

Therewere12.28million3GservicesupandrunninginAustraliainJune2009,comparedwith8.55millioninJune2008.(SoURCe: MUMBReLLA/ACMA)

One third of Australians use SMS as a mechanism to alert people to key events in their lives, such as the birth of a baby or a promotion at work, according to one study. The same study found that 44% of Australians send picture messages while travelling, while 33% did so when buying houses and at the birth of their children.(SoURCe: teLeCoMPAPeR/teLStRA)

how Australians feel About Mobile AdsAttitUDe toWARDS ADS % of MoBiLe USeRS AGRee DiSAGRee Don't KnoW IWOULDACCEPTADSONMyMOBILEPHONEIN EXCHANGEFORFREEMOBILECONTENTOR SPECIALOFFERS 39 50 11IWOULDACCEPTADSONMyMOBILEPHONEIFI COULDOPTOUT 49 42 9IWOULDACCEPTADSIFTHEyDIDNOT IMPACTONTHEPERFORMANCEOFMyPHONE 47 46 8IWOULDACCEPTADSFROMCOMPANIES WHOMI'VEAGREEDTOACCEPTADSFROM 56 37 7IWOULDACCEPTADSFROMCOMPANIESWITH WHOMIHAVEPRE-EXISTINGRELATIONSHIP 36 52 12IWOULDACCEPTADSONMyMOBILEPHONE 25 60 16IWOULDACCEPTADSTHATOFFEREDMEINCENTIVES 44 45 11IWOULDACCEPTADSLINKEDTOMySPECIFICINTERESTS 41 48 11IWOULDACCEPTADSFORFREEOR DISCOUNTEDCALLSORTEXTMESSAGES 52 39 9(SoURCe: AiMiA)

What Australians do on the Mobile internetACtiVity % of MoBiLe USeRS ACCeSSinG inteRnetINTERNETBROWSING 68%ACCESSEDNEWSUPDATES 50%ACCESSEDWEATHERUPDATES 48%SENTORRECEIVEDEMAIL 44%ACCESSEDSPORTUPDATES 32%STREAMEDORDOWNLOADEDMUSIC 23%MADE VOIP CALLS 22% STREAMEDORDOWNLOADEDVIDEOS 16%USEDMOBILETV 11%NONE 8%OTHER 6%(SoURCe: ACMA APRiL 2009)

❚ CASe StUDy

Client: LionNathanAgency: Holler SydneyCampaign: Beck's üBERSELEKTORobjective: The challenge: bring Beck's positioning of "Different by choice" to life across its sponsorship of the Melbourne, Adelaide, Perth and Sydney Festivals. Take into consideration that the audience is mostly out and about and wants to enjoy the best their city has to offer during each Festival.

Strategy: Rather than just filling online and offline media placements, Holler devised an additional stream ofdigitaldialogueandcontent.UsingthemonikerofüBERSELEKTOR, Beck's participated in many of the most innovative communities online: Tumblr; Vimeo; Blip.fm; SoundCloud; as well as the social media "standards" such as Facebook; Flickr; YouTube and Twitter.Details: Holler created event photos with a photo booth, animations for VJaying, video art projected onto buildings andinterviewedparticipatingmusicandvideoartists.Weoffered real-time information from the venues, chatted with influential punters on Twitter as well as gave away VIP experiences via Facebook. All content was amplified through the different Festival organisers and Beck's editorial and music partners MTV, Modular Records, InTheMix, FasterLouder and FutureClassic.Results: - Googlingtheterm"üBERSELEKTOR" led to ten pages of brand-owned search results.-Aphotolibraryof3,500eventshotsthatBeck'sholdstherights to.-400commentsand360'Likes'onFacebookposts.-1,600'Tweets'fullofvaluablelocalandinternationalcontent.


how the Chinese ConnectPLACe of ACCeSS % of USeRSHOME 83.2OFFICE 30.2INTERNETCAFE 35.1ACCeSS eqUiPMentDESKTOP 73.4MOBILEPHONE 60.8NOTEBOOK 30.7OTHER 0.5(SoURCe: CnniC MARCh 2010)

❚ USeR BehAVioUR

Chinese internet users spent on average 14.3 hours online amonthin2009.(SoURCe: CoMSCoRe)

The top three applications for Chinese internet users in 2009weremusic(83.5%ofusers),news(80.1%)andsearch(73.3%).(SoURCe: CnniC)

More than two thirds of Chinese respondents in a global survey(68%)saidtheyhaddownloadedasongonlinewithoutpayingforit,37%ofthemviaaP2Pservice.(SoURCe: SynoVAte)

In2009thenumberofonlinegamerscameto265millionpeople,anincreaseof41.5%on2008.(SoURCe: CnniC)

Around 124 million Chinese now use social networks.(SoURCe: WeB2ASiA/CnniC)

Nearlyaquarterofabillion(244million)ofChina'sinternetusers now use instant messaging.(SoURCe: CnniC/DiGitAL MeDiA)

Nearly290millionChineseinternetuserslistentomusiconline, while 222 million watch online video.(SoURCe: CnniC/DiGitAL MeDiA)

User-generatedcontentisgatheringpaceinChina,with89.7millionChinesenowwritingtheirownblogsand41.5million use microblogging services like Twitter.(SoURCe: tRenDStReAM/LiGhtSPeeD/eMARKeteR)

Chineselivinginthecountry'stop60citiesspendmorethan70%oftheirleisuretimeontheinternet.(SoURCe: MCKinSey)

Nearlyhalf(49.7%)ofChineseinternetusersgoonlinefornews and information.(SoURCe: CoMSCoRe)

What Chinese internet Users did online in 2009ACtiVity UtiLiSAtion USeRS GRoWth RAte (%) ('00,000) RAte yoy (%)INSTANTMESSAGING 70.9 27,233 21.6BLOG 57.7 22,140 36.7BLOGUPDATE 37.7 14,477 37.9FORUM/BBS 30.5 11,701 28.6SOCIALWEBSITE 45.8 17,587 –EMAIL 56.8 21,797 29SEARCHENGINE 73.3 28,134 38.6ONLINENEWS 80.1 30,769 31.5ONLINEGAME 68.9 26,454 41.5ONLINEVIDEO 62.6 24,044 19.0ONLINEMUSIC 83.5 32,074 28.8ONLINELITERATURE 42.3 16,261 –ONLINESHOPPING 28.1 10,800 45.9TRAVELBOOKING 7.9 3,024 77.9ONLINEPAyMENT 24.5 9,406 80.9ONLINEBANKING 24.5 9,412 62.3ONLINETRADING 14.8 5,678 67.0(SoURCe: CnniC MARCh 2010)


China'sonlineadvertisingrevenuesreachedRMB20.61billion(US$3.02billion)in2009,a21.2%increaseon2008.(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)

Baidu took home the biggest slice of the online ad pie (21.3%ofrevenues),followednextbyGoogle(11.1%),Sina(7.5%),TencentQQ(4.9%)andNetEase(1.5%).(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)

China's online advertising market is expected to generate RMB30.09billionin2010andRMB99.37billionby2013.(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)

Onlinecurrentlyaccountsfor16.6%ofoveralladspendinChina. By 2012, the Chinese internet market is expected to take up 28.8% of overall ad revenues.(SoURCe: Zenith/CReDit SUiSSe)

BetweenJanuaryandNovember2009,therewereanaveragenumberof3,717onlineadvertisersinChinaonamonthly basis, a 24% increase on 2008.(SoURCe: CReDit SUiSSe)

Theremaybemoreonlineadvertisers–butthatdoesn'tmean they are spending more. Average monthly spend fell 13%year-on-yeartoRMB194,997in2009.(SoURCe: CReDit SUiSSe)

Ask the Chinese what type of advertising they mistrust and they are likely to cite online ones, with ads in video games comingoutontop(47%ofrespondentssayingtheydonottrust).Theyarejoinedbyadsinvirtualworlds(47%)andcloselyfollowedbySMSads(46%),emailads(38%),pop-ups (38%) and banner ads (28%).(SoURCe: tnS/DiGitAL MeDiA)

Allisnotlosthowever–84%ofChineserespondentsto the same survey said that a brand's presence online "increased their interest in using it to some degree'".(SoURCe: tnS/DiGitAL MeDiA)

And the Chinese would be more than happy to accept more onlineadvertising–iftheywerepaidforit.Morethan50%of Chinese respondents in a survey said they would be willing to accept more ads in exchange for payment.(SoURCe: SynoVAte)

SNSadvertisingacceptancelevelsareamixedbag.Just30%ofSNSusersinChinasaytheywillacceptanyformofadvertising,with26.6%sayingtheyaccepttargetedads.(SoURCe: WeB2ASiA/CnniC)

NearlyathirdofSNSusers(30.1%)saytheyhaveneverclicked on an ad in a social networking site.(SoURCe: WeB2ASiA/CnniC)

The online gaming market in China was worth an estimated RMB25.8billion(US$3.7billion)in2009.(SoURCe: MoC/xinhUA)

By 2013, online gaming revenues are projected to bring in US$9.5billionayear.(SoURCe: BDA)

China'ssearchmarketisnowworthmorethanRMB7.5billion and is expected to be worth more than RMB12 billion by the end of 2010.(SoURCe: iReSeARCh/ADChinA.CoM)

❚ DeMoGRAPhiCS

Morethanhalf(50.2%)ofAsiaPacific'sinternetusersnowlive in China.(SoURCe: inteRnetWoRLDStAtS)

Attheendof2009,therewere384millioninternetusersinChina.Chinanowhasapenetrationrateof28.9%–upfrom22.6%in2008.(SoURCe: CnniC)

ThemajorityofChina'sinternetusers–346millionpeople–are now broadband subscribers.(SoURCe: CnniC)

By 2014, China's broadband population is expected to be morethan551million-strong.Mobilebroadbandusersareexpectedtorepresentnearly70%ofthisgroup.(SoURCe: GLoBAL tiMeS/oVUM)

TheaverageChineseinternetuservisitsaround75websites every month.(SoURCe: DCCi/ADChinA.CoM)

In2009,theaveragemonthlyincomeofinternetusersinChinawas62%higherthannon-internetusers.(SoURCe: CReDit SUiSSe)

Nearlytwofifths(38.5%)ofinternetusersinChinaareaged 30 years or older. (SoURCe: CnniC)

Thevastmajority(72.2%)ofallinternetusersinChinalivein urban areas.(SoURCe: CnniC)

China's internet Users 2009 % of USeRS AGeAGE10-19 31.8AGE20-29 28.6AGE30-39 21.5AGE40-49 10.7AGE50-59 4.5AGE60ANDABOVE 1.9GenDeRMALE 54.2FEMALE 45.8eDUCAtionPRIMARySCHOOL/BELOW 8.8JUNIORMIDDLE 26.8HIGHSCHOOL 40.2COLLEGE 12.2MASTER'SDEGREE/ABOVE 12.1PRofeSSionOTHERS 0.8UNEMPLOyED 9.8RETIREES 2.1AGRICULTURAL,FORESTRy,HUSBANDRy,FISHERyLABOURERS 2.8FREELANCERS/SELF-EMPLOyED 13INDUSTRy/SERVICEINDUSTRyWORKERS 4.4MIGRANTWORKERS 2.4PROFESSIONALS 10.4NON-MANAGERIALWHITECOLLAR 15MANAGERIALWHITECOLLAR 3.1PARTy/GOVERNMENT/INSTITUTEEMPLOyEES 7.5STUDENTS 28.8inCoMe (yUAn) PeR MonthABOVE8000 2.95001-8000 2.73001-5000 9.32001-3000 15.41501-2000 13.41001-1500 13.7501-1000 14.5500ORBELOW 18NOINCOME 10ReGionRURAL 27.8URBAN 72.2(SoURCe: CnniC MARCh 2010)

TheGreatWallofChina

ChinA


China's e-book market is expected to explode in 2010. E-readersalesstoodataround800,000unitsin2009andare anticipated to grow to 3 million this year.(SoURCe: ChinA DAiLy/DiSPLAy SeARCh)

Thanks to more Chinese booking flights, hotel and package tours online, online travel revenue in China is expected toreachUS$695.8millionin2010,anincreaseof27%on2009.By2013therevenuesareanticipatedtoreachUS$1.3billion.(SoURCe: iReSeARCh)

China'sonlinegamesmarketgeneratedUS$3.57billioninrevenuesin2009.ThatnumberisexpectedtoincreasetoUS$4.5billionin2010andUS$9.2billionby2014.(SoURCe: niKo PARtneRS)

China's online gaming market is being driven by the successofMMORPGwhichnowaccountsfor79%oftheonlinegamemarket.ThemarketscaleofMMORPGincreasedby35.2%yearonyeartoreachRMB20.38billionin2009,whileadvancedcasualgamesgeneratedRMB3.55billion.(SoURCe: ChinAteChneWS/MoC)

Morethanonequarter(26%or87.88million)ofChina'sinternetusersshoppedonlineinthefirsthalfof2009,anincreaseof38.9%on1H2008.(SoURCe: ChinAinteRnetWAtCh)

Morethan85.7%Chineseonlineuserssearchedforproductinformationonlineduringthefirsthalfof2009,53.5%onB2Csitesand32.5%onC2Csites.(SoURCe: ChinAinteRnetWAtCh)

For Chinese internet users who shop online, C2C sites such asTaobaoandPaipaiarethefirstchoicefor85%ofthem,rather than traditional B2C sites such as Amazon.(SoURCe: ChinAinteRnetWAtCh)

NearlyhalfofChina'sonlineusers(48.7%)havebecomeaware of online shopping sites via their friends and family.(SoURCe: ChinAinteRnetWAtCh)

top online Retail Subcategories in ChinaCAteGoRy % ReAChRETAIL 50.4COMPARISONSHOPPING 14.8BOOKS 14.5COMPUTERHARDWARE 6.5CONSUMERELECTRONICS 9.9COMPUTERSOFTWARE 6.1APPAREL 7.8HEALTHCARE 7.0MALL 3.8 FRAGRANCES/COSMETICS 2.0RETAIL-MUSIC 1.4RETAIL-FOOD 0.5DEPARTMENTSTORES 1.5TICKETS 0.3FLOWERS/GIFTS/GREETINGS 0.4JEWELRy/LUXURyGOODS/ACCESSORIES 1.0CONSUMERGOODS 0.2SPORTS/OUTDOOR 0.1HOMEFURNISHINGS 0.5TOYS 0.1 (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Therearenowanestimated739millionmobileusersinChina,representingapenetrationrateof54.3%.(SoURCe: Miit/PeoPLe'S DAiLy)

Bytheendof2009,therewere233millionmobileinternetusersinChina,accountingfor60.8%ofallinternetusersin the country.(SoURCe: CnniC)

By the end of 2010 there will be more internet users in ChinathantheentirepopulationoftheUnitedStates,morethan 300 million people.(SoURCe: eMARKeteR)

By 2013, 41% of all mobile users will be mobile internet users too.(SoURCe: BDA)

3GisstillinitsinfancyinChina.Therearecurrentlyjust15million3Gsubscribersinthecountry.(SoURCe: iMeDiA ConneCtion)

Thatbeingsaid,themarketisgrowingfast.Newmobilesubscriptions(2Gand3G)numbered9millioneverymonthinQ42009.(SoURCe: iMeDiA ConneCtion)

HalfofallChinese3Gusersaccessthemobileinternetfivetimes a day at least.(SoURCe: iMeDiA ConneCtion/iReSeARCh)

Nearlyhalf(46.5%)ofallmobilephoneuserssaidtheywoulduse3Gwithinsixmonths,onceitbecameavailableto them.(SoURCe: CnniC)

Chinesemobileuserssent784.04billionSMSmessagestoeachotherin2009.(SoURCe: Miit)

Chinese mobile users send an average of 2.1 billion SMS messagestoeachothereveryday.Ofthese,86%comefrom China Mobile customers.(SoURCe: ChinAteChneWS/Miit)

Twofifths(40.9%)ofChina'sSNSusersexpectmobileusage from their networks.(SoURCe: WeB2ASiA/CnniC)

M-commerce revenues in China were expected to reach RMB55millionin2009,a130%increaseon2008.(SoURCe: teLeCoMPAPeR/iReSeARCh)

In2009,10.3%ofonlineshoppingtransactionsweremadeby means of mobile payment.(SoURCe: ChinAinteRnetWAtCh)

Duringthefirstsixmonthsof2009,therewereatotalof62.69millionmobilepaymenttransactionsmadeinChina,worthUS$2.49billioninexpenditure.(SoURCe: teLeCoMPAPeR/inteRfAx ChinA)

MobileentertainmentispredictedtobringinUS$18billionby 2013.(SoURCe: RCR ReSeARCh/jBB ReSeARCh)

Legal mobile music downloads are beginning to take off inChina,with16%ofChinesesayingtheyhavepaidformusicapplicationsontheirphones.Morethanonequarterofthem(27%)havepaidforafulllengthmobilemusictrack.(SoURCe: SynoVAte)

Bytheendof2009therewereanestimated12.3millionmobile game players in China.(SoURCe: PyRAMiD ReSeARCh)

By 2013, China's online search market should be generating RMB22.7billion(US$3.4billion)ayear.(SoURCe: BDA)

China's online brand advertising market revenue came toRMB7.97billioninNovember2009,andisexpectedtogrowby35%year-on-yearin2010.China'soverallonlineadvertising market is expected to grow by 44% in 2010.(SoURCe: CReDit SUiSSe)

Paidsearchisexpectedtogrowatarateof55%year-on-year in 2010.(SoURCe: CReDit SUiSSe)

Entertainmenthasa63.8%reachinChina,thelowestinthe region.(SoURCe: CoMSCoRe)

The Chinese are the least prolific searchers in the region, averaging61.7searchespersearcherinAugust2009,lowerthantheregionalaverage(84.5searchespersearcher).(SoURCe: CoMSCoRe)

China's top Portals by Brand Advertising RevenueSite RMB MiLLionSINA 1,421SOHU 1,125TENCENT 885NETEASE 307MSNCHINA 252SOUTUN 240yOUKU 212BAIDU 129(SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS)

China's online Ad Revenues 2009-2012(RMB MiLLion) 2009 2010 2011e 2012BRANDAD 10,853 14,595 18,918 23,271SEARCH 10,453 16,244 24,179 31,166OTHERS 1,639 2,186 3,087 4,014TOTAL 22,946 33,025 46,184 58,451BReAKDoWn (%) BRANDAD 47.9 44.7 41.5 40.3SEARCH 44.9 48.6 51.8 52.8OTHERS 7.2 6.7 6.8 7.0yoy (%) BRANDAD 9.3 34 30 23SEARCH 61.7 56 49 29OTHERS -8.8 33 41 30 (SoURCe: CReDit SUiSSe eStiMAteS; * GRoSS ReVenUe – ADVeRtiSeRS ACtUAL SPenDinG)

China's online Brand Ad Market Revenues: 2009/10 BRAnD AD ReVenUe BReAKDoWn (RMB MiLLion) (%) yoy (%) yoy (%)inDUStRy 2009 2010 2009 2010 2010IT 971 1,117 11 9 15ELECTRONICS 348 400 4 3 15FOOD&BEVERAGE 495 693 6 6 40AUTO 1,422 1,849 16 15 30TELECOM&HANDSET 398 577 4 5 45PERSONALCARE 294 440 3 4 50INTERNETSERVICE 1,753 2,629 20 22 50REALESTATE 792 1,070 9 9 35FINANCE 380 532 4 4 40OTHERS 2,090 2,765 23 23 32TOTAL 8,942 12,072 100 100 35(SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS)

trust in Media Channels in ChinaMeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLyRECOMMENDATIONSFROMFRIENDSANDFAMILy 57INDEPENDENTREVIEWSINPUBLICATIONS 20MANUFACTURERS/BRANDSWEBSITES 17CONSUMEROPINIONINBLOGS 20TV ADS 12NEWSPAPERADS 11ADSTHATAPPEARONSEARCHENGINES 11BANNERADSONWEBSITES 9ADSINVIRTUALWORLDS 6ADSINVIDEOGAMES 7ADS VIA MOBILE SMS 8(SoURCe: tnS/DiGitAL MeDiA)

China's top 10 Motivating Digital Brands RAnK BRAnD1 LENOVO2 NOKIA3 HAIER4 NESTLE5 NIKE6 ICBC7 MCDONALD'S8 L'OREAL9 ADIDAS10 WONGLOKATHERBALTEA(SoURCe: tnS/DiGitAL MeDiA)

top 5 online Advertisers in China in 2009ADVeRtiSeR onLine AD SPenD (RMB MiLLion)JIAyUAN 520VANCL 510LINING 370NIKE 29051JOB 260(SoURCe: ChinAinteRnetWAtCh/CR-nieLSen)

❚ e-CoMMeRCe

In 2010, revenues generated from online advertising, games, shopping and other activities is expected to come toRMB112.3billion,a51%growthon2009.(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)

China'sonlineshoppingmarketgeneratedRMB250billion(US$36.6billion)in2009,representing1.97%ofalldomestic retail sales. It is thought that around 100 million Chinese now shop online.(SoURCe: iReSeARCh/xinhUA)

Morethan87millionChineseonlineusersshoppedonlineinthefirst6monthsof2009.(SoURCe: ChinAinteRnetWAtCh)

Of those online shoppers, 32.3% made no more than two purchasetransactionsduringthefirstsixmonthsof2009.However,asimilaramount(30.5%)madebetweenfiveandten online shopping transactions in that same period.(SoURCe: ChinAinteRnetWAtCh)

Morethanhalf(50.4%)ofonlineChinesehavevisitedanonline retail site.(SoURCe: CoMSCoRe)

Chinese online shoppers have a strong preference for C2C sites,beingthefirstchoicefor85%ofthem.ThetopsitebyfarisTaobao,with76.5%ofonlineshopperscitingitastheir first choice.(SoURCe: ChinAinteRnetWAtCh)

Nearlyhalf(48.7%)ofonlineshoppersinChinahavebecome aware of shopping sites through family and friends.(SoURCe: ChinAinteRnetWAtCh)

Morethan85.7%ofChineseonlineuserssearchedforproductinformationonlineinthefirstsixmonthsof2009.Breakingitdown,53.5%visitedB2Csitesand32.5%visited C2C sites to do this.(SoURCe: ChinAinteRnetWAtCh)

Comparison shopping is yet to take off in China, with just 14.8% of online Chinese having visited a comparison shopping site.(SoURCe: CoMSCoRe)

China's virtual goods market was expected to generate morethanUS$5billioninsalesin2009.(SoURCe: ViRtUALGooDSneWS.CoM/+8*)


China Mobile currently controls around 80% of China's mobile games market via its Monternet platform. (SoURCe: PyRAMiD ReSeARCh)

Mobile internet users in China averaged 248 page views per userinDecember2009,132.8%morethaninDecember2008.(SoURCe: oPeRA)

Smartphones now represent more than 20% of all handset shipments to China.(SoURCe: iMeDiA ConneCtion)

Asizeable77%ofChineseconsumerssaytheycannotlivewithout their mobile phones.(SoURCe: SynoVAte)

However, 44% of Chinese say they are already receiving too many ads on the mobile phones already, according to the same survey. A similar amount, 42%, say they are opentomoreads–iftheycanmakesomemoneyoutofitthemselves.(SoURCe: SynoVAte)

Chinahasmorethan350millionaccumulatedmobileinstantmessengeraccounts,and136.39millionactiveaccounts.(SoURCe: AnALySiS inteRnAtionAL)

Chinese Mobile internet Users 2009 % of USeRSAGeUNDER10 0.5AGE10-19 37.9AGE20-29 35.3AGE30-39 17.1AGE40-49 6.7AGE50-59 1.8AGE60ANDABOVE 0.7GenDeRMALE 56FEMALE 44eDUCAtionPRIMARySCHOOL/BELOW 8.1JUNIORMIDDLE 26.9HIGHSCHOOL 42.4ASSOCIATECOLLEGE 11.4COLLEGE 10.3MASTER'SDEGREE/ABOVE 0.9PRofeSSionOTHERS 0.7UNEMPLOyED 9.9RETIREES 0.4AGRICULTURAL,FORESTRy,HUSBANDRy,FISHERyLABOURERS 3.1FREELANCERS/SELF-EMPLOyED 12.2INDUSTRy/SERVICEINDUSTRyWORKERS 4.9MIGRANTWORKERS 2.9PROFESSIONALS 9.9ENTERPRISENON-MANAGERIAL 15.7ENTERPRISEMANAGERIAL 2.8GOVERNMENT-NONMANAGERIAL 4.1GOVERNMENT-MANAGERIAL 1STUDENTS 32.3inCoMe (yUAn) PeR MonthABOVE8000 2.75001-8000 2.73001-5000 8.42001-3000 14.31501-2000 131001-1500 13.5501-1000 16.5500ORBELOW 19.5NOINCOME 9.3ReGionRURAL 30.8URBAN 69.2(SoURCe: CnniC MARCh 2010)

What Chinese Mobile internet Users do onlineACtiVity % of USeRSMOBILEPHONETV 16.5MOBILEPHONEEMAIL 18.4MOBILEPHONEONLINEGAME 19.3MOBILEPHONEONLINECOMMUNITy 22.8MOBILEPHONEONLINEMUSIC 50.4MOBILEPHONESEARCH 55.2MOBILEPHONEREADING 75.4MOBILEPHONEONLINECHATTING 77.8(SoURCe: CnniC MARCh 2010)

❚ CASe StUDy

Client: Coca-Cola ChinaAgency: wwwins Isobar ChinaCampaign: Coca-Cola Coke with Food Campaignobjective: The key challenge was to create an association between Coke and everyday meals, reinforcing how much "Shuang" (Chinese character representing refreshment and enjoyment) the consumer can experience at the dining table when Coke is there to accompany the food.Strategy: Instead of just showing "behind the scene" footage of the TVC, we wanted to really place the consumers "behind the scenes". An additional video of the TVC was shot solely for the online campaign purpose to createtheuniquedigitalexperience.

Details:Withtheonlinevideotemplate,wecreatedauniqueandexcitingexperiencethatallowedconsumersbepart of the video for them to "show off" to their friends.Underthethemeof"HavingDinnerwithFei-Lun-Hai"wepushed the boundaries of Real-time Flash 3D Technology to allow users to upload their face photos, which then were converted into 3D faces then mapped onto a person who dined with the Fei-Lun-Hai members in the video. In the final video, consumers could see themselves dancing and dining around the table with Fei-Lun-Hai. And with simple share function, consumers could send the video link their friends, or even paste the video on their blogs.Results: The campaign generated the following response: 700,0003Duser-generatedinteractivevideossuccessfullygenerated, the viral effects that were tracked reached exposure to more than 20 million people.

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What hong Kong's internet Users earnMonthLy hoUSehoLD inCoMe totAL % of USeRSHK$70,000+PERMONTH 218,424 5.5HK$70,000-79,999 48,779 1.2HK$60,000-69,999 96,370 2.4HK$50,000-59,999 192,364 4.9HK$40,000-49,999 518,419 13.1HK$35,000-39,999 191,198 4.8HK$30,000-34,999 311,904 7.9HK$25,000-29,999 338,447 8.5HK$20,000-24,999 595,502 15HK$15,000-19,999 440,105 11.1HK$13,000-14,999 228,786 5.8HK$10,000-12,999 478,324 12.1HK$8,000-9,999 185,600 4.7HK$8,000ORLESSPERMONTH 165,998 4.2(SoURCe: yAhoo!/SynoVAte 2009 hK MeDiA AtLAS q1'09-q4'09)

❚ USeR BehAVioUR

Therewerearound2.5millionsocialnetworkingusersinHongKongasofAugust2009.(CoMSCoRe)

Over50%ofonlineHongKongershaveuploadedavideoto a video sharing site, according to one survey.(SoURCe: UniVeRSAL MCCAnn)

HongKonginternetusersspentanaverageof156minutesadayonlinein2009.(SoURCe: nieLSen)

HongKonginternetusersspentonaveragemorethan25hoursonlineamonthin2009.(SoURCe: CoMSCoRe)

WhatdoHongKonginternetusersdowhentheyareonline?InAugust2009itwasmainlyinstantmessaging(15.9%shareofminutesonline),withHongKongersspending twice as long as Asians across the region did on the activity that month. Entertainment sites took up 11% of their time (led by YouTube and TVB) and social networking took up 8% of their time.(SoURCe: CoMSCoRe)

Entertainmentreachinthecitywas72.7%inAugust2009.(SoURCe: CoMSCoRe)

Justoverathird(37%)ofHongKongersfeeltheycouldnot live without the internet.(SoURe: SynoVAte)

Why hong Kongers go onlineACtiVity % of USeRSFORGETTINGINFORMATION 80COMMUNICATIONByTEXT 30.3SHOPPING/RESERVATION 4.4LEISURE 41EDUCATION 17.5FINANCIALACTIVITIES 8.4ONLINECOMMUNITy 1.2DOWNLOADING/UPGRADINGSOFTWARE 5.1(SoURCe: APiRA)

how Long hong Kongers Spend onlineAVeRAGe tiMe SPent USinG inteRnet ('000) % of USeRSLESSTHAN30MINUTES 412 7.730MINUTES-LESSTHAN1HOUR 666 12.41HOUR-LESSTHAN2HOURS 924 17.22HOURS-LESSTHAN3HOURS 745 13.93HOURS-LESSTHAN4HOURS 458 8.54HOURS-LESSTHAN5HOURS 257 4.85HOURS-LESSTHAN6HOURS 144 2.76HOURSORMORE 517 9.6(SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12 – 64)

What hong Kongers do onlinefeAtUReS USeD ('000) % of USeRSEMAIL 3,062 57SeARCh GooDS/SeRViCeS INFORMATION 1,826 34INSTANTMESSENGER 1,757 32.7READNEWSPAPERS/MAGAZINES 1,698 31.6SOCIALNETWORKING 1,407 26.2PLAyONLINEGAMES 1,388 25.8SETTLEPAyMENT 1,131 21USEONLINEBANKINGSERVICES 1,129 21LISTENTOSONGS/RADIOPROGRAMS 1,046 19.5SEARCHFINANCIALINFORMATION 1,007 18.7SEARCH/DOWNLOADINFORMATION 995 18.5WATCHUSER-GENERATEDVIDEOONLINEORWATCH PROFESSIONALLyPRODUCEDVIDEOONLINE 1,124 20.9BROWSEBLOG 714 13.1DOWNLOADFREESONGS/MUSICORDOWNLOADPAIDSONGS/MUSIC 754 14USESEARCHENGINES 682 12.7WRITEBLOG 662 12.3TRADESTOCK 620 11.5DOWNLOADSOFTWARE 609 11.3MAKERESERVATION/BOOKTICKETS 529 9.8SEARCHJOBVACANCIES 494 9.2CHAT ROOM 441 8.2USEAUCTIONSERVICES 433 8.1PURCHASE/ORDERGOODS/SERVICES 402 7.5DOWNLOADMOVIES 359 6.7DOWNLOADTVPROGRAMS 255 4.7REQUESTCUSTOMERSERVICES 243 4.5MAKEFRIENDSONLINE 242 4.5DOWNLOADMOBILEPHONERINGTONE 216 4INTERNETPHONE 209 3.9DOWNLOADBOOKS/COMICS 184 3.4DOWNLOADMOBILEPHONEGAME/WALLPAPER 138 2.6NETMEETING 108 2OTHERS 511 9.5(SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12-64)


HongKongonlineadspendcametoHK$869millionin2009,a17%increaseon2008(HK$744million).(SoURCe: the nieLSen CoMPAny)

Online ad spend in Hong Kong is expected to grow by 13% in 2010.(SoURCe: MeDiA/hK4AS)

By2012,onlineadspendisexpectedtocometoUS$169million.(SoURCe: ZenithoPtiMeDiA)

WhileGooglereignssupremeacrossmuchofAsiaasthefavoured search engine, in Hong Kong it is Yahoo! that attractsthemajorityofsearches,ittaking58.9%ofHongKongers'searchqueries.(SoURCe: MeDiA/CoMSCoRe)

Hong Kong internet users are pretty loyal to the emarketing programmes they sign up to, 80% of them saying they always open and read emails they have subscribed to. Equallyasimilarproportion,70%,deleteemailsthathavebeensenttothembyunknownsenders–unread.(SoURCe: CoMPUteRWoRLD/RADiCA)

HongKongerslovebargains,whichmaybewhy78%ofHong Kong internet users in a survey said they find emails offering discounts to be the most persuasive tactics to get them to purchase what was offered in the emails. Discount couponsarenearlyaspersuasive,say72%ofusers,whilefreegifts(65%)andcashrebates(50%)arealsopopular.(SoURCe: CoMPUteRWoRLD/RADiCA)

Nearlytwo-thirds(63%)ofHongKonginternetusersinasurvey said that they forwarded promotional emails on to their friends and relatives.(SoURCe: CoMPUteRWoRLD//RADiCA)

❚ DeMoGRAPhiCS

Therearecurrentlymorethan3.9millionactiveinternetusersinHongKong,asofAugust2009.(SoURCe: CoMSCoRe)

Around 81% of Hong Kong homes have broadband. (SoURCe: AfP/StRAteGy AnALytiCS)

Morethantwothirds(69.4%)ofHongKongersaged10oroveraccessedtheinternetin2009.(SoURCe: CenSUS & StAtiStiC DePARtMent)

Hong Kong internet users on average spend 18 hours a week online.(SoURCe: APiRA)

Therearearound8,825publicWiFiaccesspointsin Hong Kong.(SoURCe: yAhoo!/oftA)

hong Kong's internet Users 2009 totAL USeRS ('000) % of USeRSGenDeRMALE 1,903.04 48FEMALE 2,058.39 52AGe15-19 432.68 10.920-24 455.49 11.525-29 511.61 12.930-32 476.65 1235-39 478.16 12.140-44 454.08 11.545-49 403.72 10.250-54 271.79 6.955+ 226.20 5.7

MARitAL StAtUSSINGLE 2,168.82 54.7MARRIEDWITHCHILDRENAGED15ORBELOW 854.44 21.6MARRIEDWITHOUTCHILDREN 274.09 6.9DIVORCED,WIDOWED(WITH CHILDRENAGED15ORBELOW) 13.78 0.3DIVORCED,WIDOWED(WITHOUTCHILDREN) 6.74 0.2MARRIEDWITHALLCHILDRENAGED16ORABOVE 607.72 15.3DIVORCED,WIDOWED(WITHALLCHILDRENAGED16ORABOVE) 16.94 0.4AttAineD eDUCAtion NOFORMALSCHOOLING 6.59 0.2PRIMARySCHOOLORBELOW 197.44 5SEC 2,436.78 61.5TERTNON-DEGREE 421.90 10.7TERTDEGREE+ 880.61 22.2eMPLoyMent StAtUS WORKINGFULLTIME(30HOURSABOVEAWEEK) 2,380.02 60.1WORKINGPARTTIME(LESSTHAN30HRSAWEEK) 208.03 5.3RETIRED 89.77 2.3UNEMPLOyED 178.82 4.5STUDENT 814.65 20.6HOUSEWIFE 283.00 7.1REFUSED 7.12 –oCCUPAtion/joB PoSition PMEB 812.26 20.5SKILLED&UNSKILLEDWHITECOLLAR 716.13 18.1SERVICESWORKERS&SHOPSALES 261.05 6.6CRAFT&RELATEDWORKERS 165.48 4.2PLANT&MACHINEOPERATORSANDASSEMBLERS 76.70 1.9ELEMENTARyOCCUPATIONS 157.70 4PLACe of ACCeSS ATHOME 3,684.73 93INOFFICE 1,280.94 32.3ATSCHOOL 173.37 4.4ININTERNETCAFE 55.72 1.4INOTHERPLACES(E.G.LIBRARy,SHOPPINGMALL) 198.41 5(SoURCe: yAhoo!/SynoVAte hK MeDiA AtLAS q1-q4 2009)

Hong Kong's Two IFC rising above the city

honG KonG


❚ e-CoMMeRCe

WhilenearlyallHongKonginternetusers(98.3%)hadusedsomeformofe-businessservicein2009,15.9%used"online purchasing services" for their personal means, an increase on 2008 (10.3%).(SoURCe: CenSUS & StAtiStiCS DePARtMent)

More than half of online Hong Kongers have visited a retail site(51.3%).(SoURCe: CoMSCoRe)

Comparison shopping is gaining some traction in Hong Kong,with13.8%reach,asofAugust2009.(SoURCe: CoMSCoRe)

In2009,HongKong'sonlineshoppingadoptionrategrewataCAGRof144.8%.(SoURCe: APiRA)

top online Retail Subcategories in hong KongCAteGoRy % ReAChRETAIL 51.3COMPARISONSHOPPING 13.8BOOKS 13.8COMPUTERHARDWARE 16.9CONSUMERELECTRONICS 17.1COMPUTERSOFTWARE 8.6APPAREL 7.6HEALTH CARE 1.2MALL 1.4FRAGRANCES/COSMETICS 4.7RETAIL-MUSIC 6.6RETAIL-FOOD 1.9DEPARTMENTSTORES 0.9TICKETS 2.9FLOWERS/GIFTS/GREETINGS 1.9JEWELLERy/LUXURyGOODS/ACCESSORIES 2.2CONSUMERGOODS 0.3SPORTS/OUTDOOR 0.9HOMEFURNISHINGS 1.4TOYS 2.3(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Hong Kong's mobile subscriber penetration rate now stands at171.6%.HongKong,acityof7millionpeople,hadmorethan12millionmobilesubscribersasofNovember2009.(SoURCe: oftA)

OfHongKong'smobilepopulation,morethan4.9millionare2.5Gand3Gsubscribers.(SoURCe: oftA)

Asofthebeginningof2010,therewere8,826publicWiFispots in Hong Kong.(SoURCe: oftA)

Hong Kong's mobile data revenue is expected to increase ataCAGRof10.5%from2009to2014,increasingfromUS$557millionto$916million.(SoURCe: PyRAMiD ReSeARCh)

In2010,Valentine'sDayandChineseNewyearDaybothfell on 14 February, perhaps prompting Hong Kongers to send more than 28.3 million SMS messages and receive 36.8millionofthem–a54.19%and42.08%increaserespectivelycomparedtoValentine'sDay2009.(SoURCe: oftA)

MorethanhalfofHongKongers(59%)feeltheycouldnotlive without their mobile phone.(SoURe: SynoVAte)

NearlyhalfofHongKongmobilephoneusers(49%)already feel they are receiving too many ads on their phones.(SoURe: SynoVAte)

UnliketheirpeersacrosstheChineseborder,HongKongersarestillresistanttotheideaofmobilephoneadvertising–eveniftheygetpaidforit(66%ofuserssayingtheyareresistant). (SoURCe: SynoVAte)

❚ CASe StUDy

Client: Anna Sui Agency:EuroRSCGHongKongCampaign:ANNASUISUPERBLACKMASCARAobjective: In a crowded market place, the challenge wastoengageAnnaSui's15-30yearoldstyle-conscious,digitally-connected consumers and communicate to them theproduct'sbenefits–withtheultimateaimofincreasingtraffic to Anna Sui counters. Strategy: Super Black Mascara exaggerates the eyes, but how could the brand communicate this in a playful and flirtatiouswayonline?EuroRSCGHongKongtappedintothe global reach of social networks to create an innovative Facebook application which invited users to virtually

apply the new range of mascara to their own photos. The campaign brought the product experience online, by literally allowing users to apply mascara to the eyes of their online photos.Details: This fun application saw users playfully digitally enhancing their facebook photos with flirty long lashes, and posting their glamourised images. Running to the tagline "Long lashesthatcaptivate–betheAnna Sui Captivating Star", the campaign ran across a range of online and offline channels in Hong Kong, Taiwan and Korea,

including a product mini-site, "how to" videos on YouTube, eDM, SMS and in-store materials.In order to maximise the viral potential of the application, users were then invited to pass on the application to friends in order to receive vouchers and win prizes to drive traffic to Anna Sui counters.Results:Withinthefirstmonththecampaigngenerated:-Morethan6,000FacebookusersaccessedtheSuperBlack Mascara Facebook application.-Morethan600peoplebecomefansoftheapplicationgroup. -Morethan500vouchersweredownloaded.-Thebrandwebsitesawanincreaseinvisitsofover50%during the campaign period.

HongKongonlineadvertisersnumbered2,239asofthefirsthalfof2009,running7,158campaignsbetweenthem, a 22% increase on 2008. In total, 11.2 billion ad impressionswereservedoverthat1H2009period.(SoURCe: the nieLSen CoMPAny)

The most prolific online advertising category in Hong Kong isnot,surprisingly,financerepresentingHK$65millionofadvalue,followedbycomputers&electrical(HK$51million)andeducation(HK$48million)(SoURCe: the nieLSen CoMPAny)

Inthefirstsixmonthsof2009,socialnetworkingsitesandother friend-introducing sites increased their estimated ad value tenfold (1,014%) compared to the first half of 2008. (SoURCe: the nieLSen CoMPAny)

Hong Kongers are amongst the most ad savvy internet users out there, showing the highest propensity to avoid siteswithintrusiveadsandpopups–46%ofusers,muchhigher than the global average (28%).(SoURCe: SynoVAte)

Morethanonequarter(27%)ofHongKongerswouldbemorerecipienttoonlineads–iftheywerepaidtodoso.(SoURCe: SynoVAte)

Morethanonequarter(26%)ofHongKongersareopentobehavioural marketing and the technology that facilitates it –aslongasnodataiscollectedintheprocessthatcouldidentify them.(SoURCe: SynoVAte)

hong Kong's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)YAHOO! SITES 3,184MICROSOFTSITES 2,628GOOGLESITES 2,594FACEBOOK 2,004DISCUSS.COM.HK 1,367UWANTSSITES 1,303SINA 1,053WIKIMEDIAFOUNDATIONSITES 919TELEVISIONBROADCASTS 903PCCW 784(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS)

hong Kong's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 1,151yAHOO!GAMES 233GAMANIADIGITALENTERTAINMENT 180TRAVIANGAMES 163MSNGAMES 1129yOU 102GAMEBASE.COM.TW 85WILDTANGENTNETWORK 74GAMEFLIER 74TALESRUNNER.COM.HK 73MINICLIP 56(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS)

hong Kong's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 2,033ALIBABA.COM 469APPLEWORLDWIDESITES 459AMAZONSITES 309PRICE.COM.HK 210THREE.COM.HK 174DCFEVER 174CITyLINE 164RINGHK 121NISSENGROUP 119HEWLETTPACKARD 116(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS)

hong Kong's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 2,828yOUTUBE 1,551TVB 899yAHOO!MUSIC 822yAHOO!MOVIES 550ITUNESSOFTWARE(APP) 478TUDOUSITES 438PPSTREAM 431CBSINTERACTIVE 422yOUKU 408SONyONLINE 324(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS)

hong Kong's fastest Growing online Ad CategoriesRAnKinG CAteGoRieS GRoWth By AD VALUe(%)1 INTRODUCTIONS/SOCIALNETWORKING 10142 AUTOMOTIVE 2013 SUNDRySERVICE 1944 REAL ESTATE 1805 FASHION 172(SoURCe: the nieLSen CoMPAny; 1h 2009)

hong Kong's online Ad Spend by Sector CAteGoRieS MARKet GRoSS ADSPenD on inteRnet (hK$M)BANKING&INVESTMENTSERVICES 527.1EDUCATION&TRAINING 266.19COMPUTERS&INTERNETSERVICES 216.56TELECOMMUNICATION,MOBILEPHONES&SERVICES 111.54ENTERTAINMENT 106.59TRANSPORTATION&LOGISTICS 101.75TRAVEL&TOURISMSERVICES 96.58COSMETICS&SKINCARE 75.85BEAUTy,SLIMMING&FITNESS 68.78HOTELS,RESORTS&SERVICEAPARTMENTS 58.04PHARMACEUTICALS&HEALTHCARE 57.24RESTAURANTS 54.01MASSMEDIA 51.61RETAIL 48.56NON-PROFITORGANISATION 45.66SPORTS 41.34JEWELLERy,WATCHES&LUXURyPRODUCTS 37.55CAMERA,PHOTOGRAPHy&OPTICALINSTRUMENTS 37.1TOILETRIES&HOUSEHOLD 35.69FASHION,ACCESSORIES&EyEWEAR 34.9GOVERNMENT 34.25BUSINESSSERVICES 33.68INSURANCE 31.72BEVERAGES 30.78ELECTRICALAPPLIANCES 27.03AUTOMOBILE&PETROLEUM 26.61FOOD 24.4TOyS&HOBBIES 19.23PROPERTy&REALESTATE 11.7ENERGy&MINING 8.66WINE,BEER,WHISKy&LIQUOR 6.97BRIDAL 6.8CONSTRUCTION 4.51BOOKS,GIFTS&STATIONERy 3.62INDUSTRy 2.4PETS 1.68MISCELLANEOUS 1.53FUNERALSERVICES 0.01TOBACCO 0UNKNOWN 0totAL 2,348.22(SoURCe: yAhoo!/ADMAnGo; jAnUARy-DeCeMBeR 2009)

hong Kong's top 10 Website Brands in 2009BRAnD AD iMPReSSionS ('000)TOTAL 23,927,360yAHOO!HK 13,631,410ATNEXT 2,141,3412000FUN-HP 2,017,361HKEPCHARDWARE 1,860,722DISCUSS 1,153,393MINGPAO 970,985THESUN 712,127AASTOCKS 533,116MSNHONGKONG 476,805FOTOP 430,098(SoURCe: yAhoo!/nieLSen ADReLeVAnCe – 06/04/2010)


What indians do onlineACtiVitieS % of USeRS % ChAnGe UnDeRtAKinG fRoM 2008 SEARCHFORTRAVELPRODUCTS 84 –JOBSEARCH 71 -0.3SEARCHFORNON-TRAVELPRODUCTS 68 –INSTANTMESSAGING/CHATTING 67 -3CHECKGENERALNEWS 62 -1DATING/FRIENDSHIP 55 +5CHECKCRICKETCONTENT/SCORE 53 +3CHECKSPORTSOTHERTHANCRICKET 52 –MATRIMONIALSEARCH 49 +0.4ENGLISHINFOSEARCHENGINE 49 +0.6(SoURCe: jUxtConSULt)


OnlineadrevenuesinIndiain2008/09cametoRs3.25billion,38%higherthanthepreviousyear.By2009/10theyare expected to reach Rs4.3 billion.(SoURCe: iAMAi)

Ad spend on a per user basis is low in India, valued at Rs65peruser.ItisexpectedtoincreasetoRs68in2010.(SoURCe: iAMAi)

Online ad spend is expected to increase by 32% over the next four to five years, generating Rs20 billion by 2013.(SoURCe: PWC)

Currently online ad spend represents just 2.3% of overall adspend.By2013thatisexpectedtochangeto5.5%.(SoURCe: PWC)

India'stop500advertisersspentanestimatedRs278.15croreononlineadvertisingin2008/09,representingaround64%ofallonlineadspendbyIndianadvertisers.(SoURCe: WeBChUtney)

Three categories dominate online ad spend in India. The IT/online sector accounts for 23% of online ad spend amongIndia'stop500marketers;theconsumerdurablesindustryisestimatedtoaccountfor19%;andbanking,financialservicesandinsuranceaccountsfor17%.(SoURCe: WeBChUtney)

Morethanonequarter(26%)ofthetop500Indianadvertisers' digital spend goes on brand-specific websites.Just 2% goes on mobile advertising.(SoURCe: WeBChUtney)

OnlinespendbyIndia'stop500advertisersisexpectedtogrowby44%toreachRs399crorein2009/10.(SoURCe: WeBChUtney)

india's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 27,139yAHOO!SITES 23,527MICROSOFTSITES 13,068REDIFF.COMINDIA 9,427WIKIMEDIAFOUNDATIONSITES 7,922FACEBOOK 7,618TIMESINTERNET 6,113AOL 6,083ASKNETWORK 5,801NETWORK18 5,774(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)

india's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 6,117yAHOO!GAMES 1,061MINICLIP 979GAMETOP 626BIGFISHGAMESSITES 394SPILGAMES 377

MSNGAMES 355AOLGAMES 319NICKELODEONCASUALGAMES 315WILDTANGENTNETWORK 296EAONLINE 274(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)

india's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 13,404AMAZONSITES 3,542APPLEWORLDWIDESITES 1,667ALIBABA.COM 1,253HEWLETTPACKARD 993AMERICANGREETINGSPROPERTy 918WARESEEKER 883SAMSUNGGROUP 719DELL 712BOOKMySHOW 646FLIPKART 611(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)

india's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 21,991yOUTUBE 10,474CBSINTERACTIVE 5,154AOLMUSIC 4,005METACAFE 3,740SONGS.PK 2,956YAHOO! MOVIES 2,802REAL.COMNETWORK 2,227SANTABANTA 1,762GORILLANATION 1,693BEEMP3 1,680(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)

indian online Ad Market by industry SectorSeCtoR 2008/2009 2009/2010 % GRoWth (RS MiLLion) (RS MiLLion)BFSI 553 645 17AUTO 276 387 40FMCG 325 473 46CONSUMERDURABLES 260 344 32IT/TELECOM 488 688 41EDUCATION 195 344 76ONLINEPUBLISHERS 845 1,075 27ELECTRONICMEDIA 130 172 32PRINTMEDIA 49 86 76OTHERS 130 90 -31(SoURCe: AiMAi)

online Ad Performance in india, Basic MetricsSeCtoR iMP. With inteRACtion DWeLL USeR AVeRAGe CtR (RiCh CtR inteRACtion RAte RAte RAte DWeLL tiMe MeDiA) (StAnDARD (SeConDS) MeDiA)

APPAREL 9.7% 27.2% 12.4% 49.5 1.06% –AUTO 7.6% 12.6% 7.7% 25.5 0.43% –CONSUMERPACKAGEDGOODS 9.0% 17.5% 11.2% 77.8 0.70% 0.88%ELECTRONICS 7.8% 13.3% 8.6% 42.6 0.81% 0.46%ENTERTAINMENT 3.9% 7.5% 5.9% 29.9 0.44% 0.37%FINANCIAL 7.3% 12.2% 6.9% 27.0 0.16% –GOVERNMENT/UTILITIES 8.2% 14.1% 8.2% 47.0 0.44% –HEALTH/BEAUTy 7.1% 11.6% 6.0% 30.4 0.20% –NEWS/MEDIA – – – – – 0.16%RETAIL 10.6% 18.0% 9.4% 21.8 0.38% –SERVICES 7.6% 12.1% 10.0% 15.6 0.36% –TECH/INTERNET 7.6% 13.7% 9.2% 24.3 0.41% 0.21%TELECOM 5.7% 9.6% 6.3% 28.3 0.42% 0.30%TRAVEL 7.7% 14.6% 7.2% 31.5 0.25% 0.19%(SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009)

online Ad Performance in india, Video Metrics AVG. ViDeo StARteD 50% PLAyeD fULLy PLAyeD DURAtion (SeConDS) RAte RAte RAteAPPAREL – – – –AUTO 15.4 25.3% 43.0% 27.7%CONSUMERPACKAGEDGOODS 37.5 11.0% 82.0% 66.5%ELECTRONICS 154.8 27.2% 97.5% 42.4%ENTERTAINMENT 19.1 7.6% 65.0% 46.2%FINANCIAL 20.0 10.8% 49.3% 31.3%GOVERNMENT/UTILITIES 14.5 6.3% 56.1% 33.3%HEALTH/BEAUTy 7.3 4.7% 82.8% 75.8%NEWS/MEDIA – – – –RETAIL 19.8 28.0% 62.1% 52.0%SERVICES – – – –TECH/INTERNET 15.6 17.3% 47.9% 26.2%TELECOM 21.1 12.3% 60.5% 44.5%TRAVEL 8.7 0.6% 54.6% 42.0%(SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009)

❚ DeMoGRAPhiCS

Indianowhas71millioninternetusers,showingagrowthrateof42%through2009.Ofthisnumber,51millionofthem are active users.(SoURCe: eConoMiC tiMeS/iMRB/iAMAi)

The number of internet connections in India is still consideredtobeverylow,at14.6million.(SoURCe: eConoMiC tiMeS/iMRB/iAMAi)

India's current broadband penetration rate stands at less than 1%.(SoURCe: PyRAMiD ReSeARCh)

Four out of five PC users and English-speaking urbanites in India are now connected to the internet.(SoURCe: eConoMiC tiMeS/iMRB/iAMAi)

Morethanathird(37%)ofIndianinternetusersrelyoninternet cafes for access.(SoURCe: eConoMiC tiMeS/iMRB/iAMAi)

Morethanthreequarters(77%)ofIndia'sonlinepopulationisundertheageof35.(SoURCe: CoMSCoRe)

The average monthly family income of Indian online users is 3.2 times higher than the national average.(SoURCe: jUxtConSULt)

Indians spend the least amount of time online than any other Asian nation, with internet users spending 11 hours a monthonaverageonlinein2009.(SoURCe: CoMSCoRe)

india's internet Users 2009 % of USeRSGenDeRMALE 79FEMALE 21AGe15-24 4125-34 3635-44 1545-54 755+ 1ACCeSS LoCAtionHOME 88OFFICE 84SPenDS 2 hoURS oR MoRe onLineHOME-WEEKDAyS 43HOME-WEEKENDS 54OFFICE-WEEKDAyS 53(SoURCe: CoMSCoRe; WeBChUtney; SURVey of inDiA'S toP 500 ADVeRtiSeRS)

❚ USeR BehAVioUR

EntertainmentreachinIndiawas63.8%inAugust2009.(SoURCe: CoMSCoRe)

Newsandinformationreachwas41.8%inAugust2009.(SoURCe: CoMSCoRe)

A sizeable 88.8% of Indian search activity happens on Google,thehighestlevelsintheregion.(SoURCe: CoMSCoRe)

Thevastmajority(92%)ofIndia'sblogsarewritteninEnglish.(SoURCe: inDiBLoGGeR)

Morethanathird(37%)ofIndiansagedbetween18and25usetheirPDAsandsmartphonestoreceiveemails.(SoURCe: ePSiLon inteRnAtionAL)

Taj Mahal palace at sunrise

inDiA


In 2010 there are expected to be 12.1 million mobile internet users in India. The number of mobile internet users is expected to more than double every year to reach 114.2 million in 2013.(SoURCe: eMARKeteR)

Theremaybe127millionmobileinternetsubscribersinIndia, but there are only around 2 million active users.(SoURCe: inDiAPRWiRe/iAMAi/iMRB)

For those 2 million who do actively access the mobile internet,60%ofthemvisitsocialnetworkingsitesorblogs,while 23% use their mobile internet connections for search.(SoURCe: inDiAPRWiRe/iAMAi/iMRB)

ThemajorityofactivemobileinternetusersinIndia(70%)arecollegestudentsandmenagedbetween18and35.(SoURCe: inDiAPRWiRe/iAMAi/iMRB)

Currently, 20% of India's mobile users access the internet overthephone.Ofthosethatdo,morethan50%ofthemgo online every day.(SoURCe: jUxtConSULt)

A sizeable 80% of Indian mobile users are open or neutral to the idea of receiving ads over their phones.(SoURCe: jUxtConSULt)

Value-added services currently account for 12% of mobile revenues in India.(SoURCe: jAtAAyU)

The overall mobile VAS industry in India was estimated to beworthRs97,600millioninJune2009.ByJune2010thisfigureisexpectedtoreachRs162,500million.(SoURCe: iAMAi)

AtotalofUS$20.8millionwasspentonmobileadvertisingin2009.In2010thatnumberisexpectedtogrowto$35.4millionandby2012willhavemushroomedto$85.4million.(SoURCe: eMARKeteR)

In a survey, 38% of Indians had watched a music video over their mobile phone in the past month.(SoURCe: MiDeMnet/MUSiCMAtteRS)

Smartphones are expected to represent more than 20% of new mobile sales in 2014.(SoURCe: LiGhtReADinGASiA)

Close to one third of mobile internet users "engage with brands" that they see advertising. Of this group of ad-friendlypeople,asizeable72.5%ofthemwerealsolikelytovisitthebrand'swebsite,while17.5%saidtheywould buy the product.(SoURCe: inMoBi)

The majority of mobile internet users (42%) are upper middle class, while 38% are lower middle class and 20% are from the working class demographic.(SoURCe: inMoBi)

MobilemusicsalesareexpectedtohitRs3,600croresby2009/10,outofatotalmusicretailmarketworthRs4,100crores.(SoURCe: jAtAAyU/PWC/ifPi)

India is fourth in the world when it comes to the size of its mobilegamingcommunity,with15.3millionactivemobilegamersinJune2009.(SoURCe: LiGhtReADinGASiA)

india's top Mobile Site CategoriesSite % of USeRS Who ViSitSEARCHENGINES 54.7NEWS 51.3SOCIALNETWORKING 31.6NETBANKING 13.7BLOGS 12GAMING 8.5E-BOOKS 5.1ACADEMIC 3.4DATING/MATRIMONy 2.6OTHER 7.7(SoURCe: inMoBi)

❚ CASe StUDy

Client: TataNanoAgency: Rediffusiony&RCampaign: TataNanoobjective: Ever since Ratan Tata announced the Rs.1 Lakh car, the world has been obsessed with it. The Tata NanocreatedtremendousbuzznotjustinIndiabutinternationally too. The website had to capture the buzz around the car and engage visitors as well as those eagerly awaiting the car to be delivered.

Strategy:ApartfromseamlesslyintegratingtheNano'spresence in social media sites and providing essential information about the car and its variants, the site had three primary points of engagement.Details:DrivetheNano:SincetheNanocouldnotbetestdrivenlive,userscoulddrivetheNanoonline(onaGoogleMap interface after detecting their IP address) in their own neighbourhood. They could also invite their friends to driveingroupsandaccumulateNanoKms.Sitefeaturesincluded: BrowsetheNano:TheNanoispopularlyreferredtoasthePeople's Car. An application was created which aggregated anymentionoftheTataNanoontheinternet(videos,pictures, articles, blogs etc.) and made for rich reading and viewing content. The resulting virtual car was thus made by the people, for the people.NanoDiaries:ProudownersoftheNanocouldnowsharetheirstorieswiththeworld.NanoDiariesisablogforNanoowners to upload pictures of the car and other related experiences.Results: The campaign resulted in the following:- Traffic to the site shot up by 200%.- The average time spent per visit went up by 300%.

Why indians open Permission-Based emailstyPe of SUBjeCt % of inDiAn Line Content ReSPonDentSDISCOUNTOFFER 58CONTAINSFAMILIARBRANDNAME 58FREEPRODUCTOFFER 53NEWPRODUCTANNOUNCEMENT 48BREAKINGINFO/NEWS 45LIMITEDTIMEOFFER 39CONTAINSRECENTPURCHASEINFO 36FREESHIPPINGOFFER 36CONTAINSMyNAME 31OTHER 4(SoURCe: ePSiLon inteRnAtionAL)

how indians Define SpamDefinition % of inDiAn ReSPonDentSEMAILSOFANOFFENSIVESUBJECTMATTER 64EMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 63ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 60EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 55ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX 44ANyEMAILIRECEIVETHATIDON'TWANT,REGARDLESSOFWHETHERISUBSCRIBED 36ANyEMAILSENTTOMEFROMASENDERWHOISNOTONMyADDRESS BOOKORAPPROVEDSENDERLIST 32ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOSENDMEMAILATONE TIME,BUTTHATINOLONGERWISHTORECEIVE 26EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITHOFFLINE,BUTTO WHOMINEVERGAVEPERMISSIONTOCONTACTMEVIAEMAIL 22EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUTTHATCOMETOOFREQUENTLy 19ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE,EVENIFIKNOWTHESENDER 18(SoURCe: ePSiLon inteRnAtionAL)

❚ e-CoMMeRCe

Digitalmusicisexpectedtorepresent60%ofallmusicsales in India by 2013.(SoURCe: PWC)

Nearlytwofifths(39.9%)ofIndianinternetusersvisitedanonlineretailsiteinAugust2009.(SoURCe: CoMSCoRe)

Just6%ofIndianinternetusersvisitedacomparisonshoppingsiteinAugust2009.(SoURCe: CoMSCoRe)

WhydoIndiansshoponline?Becauseitgivesthemthefreedomtoshopanytime,say75%ofrespondentstoonesurvey. A similarly high amount said it allowed them to comparepricesandsavemoney(74%).Italsosavedthemtime(74%ofrespondents).(SoURCe: ViSA)

More than half of Indian internet users that shop on overseasshoppingsites(51%)dosobecauselocalsitesdonot stock the products or services they need.(SoURCe: ViSA)

Morethanhalf(51%)ofIndianinternetusersshoppingonoverseas sites say that most of their international online purchasestakeplaceonUSsites.(SoURCe: ViSA)

Indians are amongst the region's top spenders when it comes to overseas online purchases, spending an average ofUS$887intheyearendingMarch2009.(SoURCe: ASiAtRAVeLtiPS/ViSA)

Indians are more concerned about online security than theirpeersaroundAsia,with55%expressingtheconcerninIndia,comparedto45%onaverageregionally.Asizeable60%ofthemsaytheywouldfeelbetteriftheirbanks would reassure them they could use their payment cards on the internet, according to one survey.(SoURCe: ViSA)

Music downloads were the most popular types of online purchasesinIndiain2009(50%ofonlineshoppers),closelyfollowedbyairlinetickets(49%)andtravelinformation(49%).(SoURCe: ViSA)

Travel is the biggest B2C e-commerce category by spend, representing44%ofonlinespendin2009.(SoURCe: ViSA)

Nearlytwo-thirds(65%)ofIndianonlineshopperssaytheyhaveboughtatravelproductonline,comparedto50%who say they have bought a non-travel product.(SoURCe: jUxtConSULt)

top online Retail Subcategories in indiaCAteGoRy % ReAChRETAIL 39.9COMPARISONSHOPPING 6.5BOOKS 13.4COMPUTERHARDWARE 9.6CONSUMERELECTRONICS 7.6COMPUTERSOFTWARE 14.1APPAREL 2.5HEALTHCARE 1.9MALL 0.9FRAGRANCES/COSMETICS 0.6RETAIL-MUSIC 1RETAIL-FOOD 0.7DEPARTMENTSTORES 0.9TICKETS 1.1FLOWERS/GIFTS/GREETINGS 4.3JEWELLERy/LUXURyGOODS/ACCESSORIES 1.2CONSUMERGOODS 0.9SPORTS/OUTDOOR 0.6HOMEFURNISHINGS 0.7TOyS 0.5(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Thereisnow506millionmobilesubscribersinIndia.(SoURCe: teChWoRLD/tRAi)

India's current mobile penetration rate stands at 21%.(SoURCe: PyRAMiD ReSeARCh)

Indiaisexpectedtohavenearly500millionnewmobilesubscribersby2013,80millionofwhichwillbe3Gsubscribers.(SoURCe: PyRAMiD ReSeARCh)

By2014,3Gsubscribersareexpectedtoaccountfornearly20% of all mobile subscribers.(SoURCe: LiGhtReADinGASiA)

One in five Indian mobile users are female. One in three Indian men have mobiles, while only one in 10 Indian women do.(SoURCe: jUxtConSULt)

By 2013, the impact of falling handset prices, an increase in incomes, initiatives in infrastructure sharing and lower mobile tariffs are all expected to boost India's mobile penetrationrateto58%.(SoURCe: PyRAMiD ReSeARCh)

India's mobile users have 2.3 times the average monthly household income of non-mobile users.(SoURCe: jUxtConSULt)


how indonesians Spend their internet time, by AgeACCeSS Point % of USeRS/AGe totAL 15-19 20-24 25-29 30-39 40-50INTERNETCAFE 36 53 39 16 24 21OFFICE 21 – 11 44 49 47HOME 18 13 19 23 16 25MOBILEPHONE/PDA 11 19 8 9 6 7SCHOOL 7 10 12 – 2 –LAPTOP-WIFISPOT 4 1 7 7 2 –FRIEND'SHOUSE 9 4 4 1 2 –(SoURCe: yAhoo!-tnS net inDex inDoneSiA 2009; PASt 3 MonthS)

❚ USeR BehAVioUR

Indonesian internet users spent on average eight hours onlinepermonthin2009.(CoMSCoRe)

Entertainmentreachwas65.9%inAugust2009.(SoURCe: CoMSCoRe)

Indonesian internet users spend on average 1.4 hours per user on online entertainment.(SoURCe: CoMSCoRe)

Indonesianslovetoconnect,with46%oftheminasurveyciting communication and interaction with others being the key thing they value most about the internet.(SoURCe: BBC)

Morethan5millionIndonesianinternetusersaresocialnetwork users.(SoURCe: CoMSCoRe)

Nearlyhalf(45.5%)ofIndonesianonlineusersturnedtotheinternetfornewsandinformationinAugust2009.(SoURCe: CoMSCoRe)

More than a third (34%) of Indonesians say their main source of information is the internet.(SoURCe: SoRoS/oSi ReSeARCh)

There are more than 1 million bloggers in Indonesia.(SoURCe:VLiSA.CoM)

There are estimated to be around 8 million online gamers in Indonesia.(SoURCe: MMoRPG inDoneSiA)

What indonesians did online in 2009 totAL USeRS % of USeRSEMAIL 3,520 46.95INTERNETPHONE 119 1.59DOWNLOADSOFTWARE/FILES 2,325 31.01PRODUCTINFO 1,737 23.17COMPANyINFO 542 7.23BUyANyPRODUCT 227 3.03PERFORMFINANCIALSERVICES 291 3.88ACCESINTLNEWS 1,495 19.94ACCESLOCALNEWS 2,127 28.37READELECTRONPP 972 12.96READELECTROMAG 549 7.32LISTENTOMUSIC 2,817 37.57WATCHAMOVIE 677 9.03PLAyGAMES 2,960 39.48BULLETINBOARDS 227 3.03CHATING 2,449 32.66GENERALSURFING 2,875 38.34JOBHUNTING 970 12.94VIDEOCONFERENCE 194 2.59EDUCATIONSERVICE 1,756 23.42CLASSIFyADS 294 3.92PARTICIPATEINAUCTIONS 20 0.27OTHERS 733 9.78(SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4)

how frequently indonesians go onlinefReqUenCy totAL USeRS % of ('000) USeRSEVERyDAy 1,155 15.4FEWTIMESAWEEK 2,379 31.73ONCEAWEEK 1,067 14.23FEWTIMESAMONTH 886 11.82ONCEAMONTH 401 5.35LESSTHANONCEAMONTH 1,609 21.46(SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; USeD inteRnet in PASt 12 MonthS)

how Long indonesians Spend onlineAVeRAGe tiMe SPent USinG inteRnet ('000) VeRt%LESSTHAN30MINUTES 595 7.9430MINUTES-LESSTHAN1HOUR 1,974 26.331HOUR-LESSTHAN2HOURS 2,507 33.442HOURS-LESSTHAN3HOURS 1,440 19.213HOURS-LESSTHAN4HOURS 429 5.724HOURS-LESSTHAN5HOURS 165 2.25HOURS-LESSTHAN6HOURS 149 1.996HOURS-LESSTHAN7HOURS 58 0.777HOURSORMORE 181 2.4(SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; USeD inteRnet in PASt 12 MonthS)


OnlineadspendinIndonesiacametojustUS$900,000in2009andisprojectedtogrowslightlytoUS$1millionin2010.(SoURCe: ZenithoPtiMeDiA)

By 2012, Indonesian online ad spend is expected to reach US$1.8million.(SoURCe: ZenithoPtiMeDiA)

By the end of 2013, growth in digital and mobile advertising spend in Indonesia will surpass the global rate.Whilegrowthratesarepredictedtobestagnantin2009/10,onlinespendwillgrowarateof14.5%between2011 and 2013.(SoURCe: jAKARtA PoSt/PWC)

From 2012, ad spending on digital and mobile is expected to overtake other platforms.(SoURCe: jAKARtA PoSt/PWC)

Morethantwothirds(69%)ofIndonesian'strustbrandwebsites as advertising channels.(SoURCe: the nieLSen CoMPAny)

Indonesian internet users have relatively high levels of trust insearchenginesaspaidadvertisingchannels,with57%of respondents to a survey showing the most trust in them.(SoURCe: the nieLSen CoMPAny)

Indonesian mobile internet users served up more than 1.2 billionadrequestsinQ42009,thesecondhighestintheregion.(SoURCe: ADMoB)

indonesia's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 5,339FACEBOOK 5,274yAHOO!SITES 4,968WORDPRESS 2,463MICROSOFTSITES 2,092AOL 1,7964SHARED 1,675WIKIMEDIAFOUNDATIONSITES 1,559THEMOZILLAORGANISATION 1,410FRIENDSTER 1,266(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK LoCAtionS)

Sunrise over Borobudur Temple on Java Island, Indonesia

❚ DeMoGRAPhiCS

There are currently around 30 million Indonesian's online.(SoURCe: Point toPiC)

But taking internet subscriptions into account, Indonesia's online population is only around 2.4 million people. (SoURCe: RePoRtLinKeR)

Indonesia's current internet penetration rate stands at around 13%.(SoURCe: MCit)

By the end of 2010, it is estimated that Indonesia's internet user base will have grown to 80 million people.(SoURCe: Point toPiC)

Indonesia had the highest growth rate of broadband connectionsintheworldinQ32009,whenitadded163,000newconnectionstogiveitatotalofnearly300,000 broadband connections.(SoURCe: LiPA)

Broadband subscribers are expected to number 3.2 million bytheendof2013,whichwouldrepresent93.6%ofallinternet subscribers.(SoURCe: RePoRtLinKeR)

Morethantwothirds(70%)ofIndonesia'sinternetuserslive in Jakarta and other large cities.(SoURCe: DCi)

Indonesia'sinternetuseruniversegrewatarateof1,150%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

indonesia's internet Users 2009 totAL USeRS ('000) % of USeRSGenDeR MALE 2,968 56.59FEMALE 2,277 43.41AGe 10-14 875 16.6815-19 1,661 31.6720-24 1,091 20.825-29 659 12.5630-34 513 9.7835-39 214 4.0840-44 133 2.5445-49 56 1.0750-54 22 0.4255+ 21 0.4exPenDitURe IR600ORBELOW 96 1.83IR601-900 240 4.58IR901-1250 544 10.37IR1251-1750 927 17.67IR1751-2500 1,455 27.74IR2501-3500 1,030 19.64IR3501ORMORE 953 18.17inCoMeIR600ORBELOW 51 0.97IR601-900 109 2.08IR901-1250 304 5.8IR1251-1750 596 11.36IR1751-2500 1047 19.96IR2501-3500 1118 21.32IR3501ORMORE 2,003 38.19(SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; inCiDenCe of USinG inteRnet in PASt WeeK)

how indonesians go onlineACCeSS Point % of USeRSINTERNETCAFES 83MOBILEPHONE/PDA 22OFFICE 19SCHOOL 17HOME 16FRIENDSHOUSE 9LAPTOP-WIFISPOT 7(SoURCe: yAhoo!-tnS net inDex inDoneSiA 2009; PASt 3 MonthS)

inDoneSiA


Indonesia's mobile market has grown rapidly in the past couple of years, reaching 130 million mobile subscribers in early2009,90millionmoresothanin2008.(SoURCe: iMeDiAConneCtion/CnnWiRe)

Byend-March2009,therewerealready143.6millionmobile subscribers in the country.(SoURCe: RePoRtLinKeR)

MobilepenetrationratesinIndonesianowstandat62.7%.(SoURCe: RePoRtLinKeR)

Nearlythreequarters(72%)ofthe3Gmarket,madeupof9millionsubscribers,isownedbyIndonesia'sbiggestmobile operator, Telkomsel.(SoURCe: Point toPiC)

3GisstillinitsinfancyinIndonesia,withonly7%ofallmobilesubscribersbeing3Gsubscribers.(SoURCe: Point toPiC)

By2013,thecountryisexpectedtohave246.1millionmobilesubscribers,basedonaforecastedCAGRof12.3%.Thatwouldrepresentamobilepenetrationrateof97.8%.(SoURCe: RePoRtLinKeR)

By2013around44%ofIndonesianscouldbeusinga3Gdevice.(SoURCe: SoRoS/PyRAMiD ReSeARCh)

By the end of 2013, Indonesia is expected to the world's fourth largest mobile market.(SoURCe: RePoRtLinKeR)

Bytheendof2010,thatnumberisgoingtomushroom–to146million.(SoURCe: RCR WiReLeSS/inMoBi)

Today, 80% of all handsets sold in Indonesia are internet-enabled.(SoURCe: RCR WiReLeSS/inMoBi)

Indonesians are more enthusiastic at using the mobile internetthanmost,averaging591pageviewsperuser,comparedtotheglobalaverageof250pageviews.(SoURCe: RCR WiReLeSS/inMoBi)

Mobilepageviewsgrewatahighrateof641.9%in2009.(SoURCe: oPeRA)

After Vietnam, Indonesia leads the top nine countries in south east Asia in terms of the growth rate of the number ofuniquemobilewebusers–at419.7%in2009.(SoURCe: oPeRA)

Morethanhalf(53%)ofmobileinternetusersinIndonesiaareagedbetween18and27.(SoURCe: RCR WiReLeSS/inMoBi)

The majority (82%) of mobile internet users in Indonesia are male.(SoURCe: RCR WiReLeSS/inMoBi)

Indonesian mobile users sent more than 3.4 billion SMS messagestoeachotherover72hoursduringtheLebaranfestivalin2009,a244%increaseonthepreviousyear'sfestive season (1.4 billion messages).(SoURCe: ACiSion)

Facebookexperienceda1,625%growthrateinmobilewebusersin2009.(SoURCe: oPeRA)

By 2013, mobile payments in Indonesia are expected to reachUS$645million.(SoURCe: ie MARKet ReSeARCh)

AveragemonthlyARPUswereIp42,058in2009.TheyareexpectedtofalltoIp39,111in2014.(SoURCe: ie MARKet ReSeARCh)

Shipments of smartphones are expected to number 1.36millionunitsin2010,a17%increaseon2009.(SoURCe: MAniLA BULLetin/iDC)

❚ MoBiLe CASe StUDy

Client: Microsoft (Indonesia)Agency: AdMobCampaign:AdoptionofWindowsLiveMessenger(WLM)on Blackberry.objective: Microsoft wanted a cost-efficient method to driveusageandadoptionofWindowsLiveMessengerandHotmail among Blackberry users in Indonesia.Strategy: Microsoft worked with AdMob, making use of AdMob's advanced targeting ability, as well as the breadth of its coverage in Indonesia. Over the period of two weeks, Microsoft targeted specifically Blackerry users in Indonesia.Details: Targeted users were invited to click on an ad with the promised prize of a Samsung 40 inch plasma TV. Withaone-clicktapuser-action,theadbroughtuserstothe mobile page that AdMob had built. From there, AdMob captured the information of the users and shared it with Microsoft.Microsoft then balloted for the winner from the compiled listofmobileandonlinesubmissions.UserswouldwinaSamsung 40 inch plasma TV.Results: The campaign generated the following response: - Withinaspanoftwoweeks,AdMobdroveover10%oftotal sign-ups. -Campaigndelivereda96%overallCTR.- The more important part was in a span of two weeks, AdMob was able to drive over 10% of total sign-ups vs the other media which had been running for a longer period of time. - In addition, the overall conversion rate was twice as efficient as online.

indonesia's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 1,474SPILGAMES 457yAHOO!GAMES 217GAMETOP 129TRAVIANGAMES 100REALGAMES 97EAONLINE 95WILDTANGENTNETWORK 90NEXON 78AOLGAMES 68CPMSTAR 68(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK LoCAtionS)

indonesia's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 2,400INDONETWORK.CO.ID 551AMAZONSITES 544APPLEWORLDWIDESITES 459BHINNEKA 252ALIBABA.COM 172GETJAR 149WARESEEKER 122HEWLETTPACKARD 114AMERICANGREETINGSPROPERTy 104yAHOO!SHOPPING 84(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK LoCAtionS)

indonesia's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 4,236yOUTUBE 2,190AOLMUSIC 1,604CBSINTERACTIVE 957DETIKHOT 488METACAFE 459STAFABAND.INFO 45721CINEPLEX 452GORILLANATION 346ONEMANGA 329ITUNESSOFTWARE(APP) 319(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK LoCAtionS)

indonesian's trust in Advertising ChannelsChAnneL % tRUSt CoMPLeteLy % Don't tRUSt RECOMMENDATIONSFROMPEOPLEIKNOW 92 8ADSINMAGAZINES 74 26BRANDSPONSORSHIPS 71 29ADSINNEWSPAPERS 70 30ADSONTV 70 30BRANDWEBSITES 69 31CONSUMEROPINIONSPOSTEDONLINE 67 33BILLBOARDS/OUTDOORADVERTISING 65 35ADSBEFOREMOVIES 64 36ADSINRADIO 63 37EMAILSISIGNEDUPFORECASTING 62 38ADSSERVEDINSEARCHENGINERESULTS 57 43ONLINEVIDEOADS 45 55ONLINEBANNERADS 42 58TEXTADSONMOBILEPHONES 27 73(SoURCe: the nieLSen CoMPAny; APRiL 2009)

❚ e-CoMMeRCe

One thing possibly hampering Indonesian internet users uptake of e-commerce is their fear of fraud, with 44% of them in a survey saying this was the case. They are also the most concerned of all nationalities asked in the global survey, including other Asian groups.(SoURCe: BBC)

Morethanathird(36.3%)ofonlineIndonesiansvisitedanonlineshoppingsiteinAugust2009.(SoURCe: CoMSCoRe)

Comparison shopping online has yet to take off in Indonesia–thecategoryhasonly5.3%reach.(SoURCe: CoMSCoRe)

Digital music sales in Indonesia now account for more than 50%ofallmusicsales.(SoURCe: ifPi)

Indonesian internet users take friendly advice seriously, with nearly half of all respondents to a survey (48.4%) saying they had bought something in the past because it was either discussed or recommended by one of their online friends.(SoURCe: BRitiSh CoUnCiL)

indonesian's e-Commerce Activities in 2009 totAL USeRS % of USeRSe-finAnCe CHECKACCOUNT 157 2.09TRANSFERBETWEENACCOUNTS 129 1.72TRANSFERBETWEENBANKS 59 0.79PAyBILLS 16 0.21CHECKLOANSSTATUS 10 0.13APPLY CREDIT CARD 2 0.03REQUESTCHEQUE 0 –PAyUTILITIES 32 0.43RENEWDEPOSIT 0 –BUyREMITTANCES 0 –BUy/SELLOBLIGATION 2 0.03BUy/SELLFOREIGNCURR 29 0.39OPENACCOUNTS 1 0.01BUy/SELLSTOCKSONLINE 7 0.09BUyINSURANCE – –CHECKSTOCKPRICE 55 0.73ANyOTHERS 13 0.17NEVERUSE 7,206 96.11e-CoMMeRCe COMPUTERSOFTWARE 56 0.75COMPUTERHARDWARE 38 0.51BOOKS 22 0.29RECORDEDMUSIC 39 0.52TRAVEL-RELATED 37 0.49CLOTHINGAPPAREL 42 0.56ENTERTAINMENT 7 0.09FOOD/BEVERAGES – –H/HAPPLIANCES 4 0.05FLOWERS 1 0.01COLLECTIBLES 6 0.08GROCERIES 3 0.04OTHERS 52 0.69NEVERUSE 7,271 96.97(SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4)

top online Retail Subcategories in indonesiaCAteGoRy % ReAChRETAIL 36.3COMPARISONSHOPPING 5.3BOOKS 8.8 COMPUTERHARDWARE 12.6CONSUMERELECTRONICS 12.0COMPUTERSOFTWARE 11.8APPAREL 3.2 HEALTHCARE 0.6MALL 0.3 FRAGRANCES/COSMETICS 0.5RETAIL-MUSIC 1.6RETAIL-FOOD 0.2 DEPARTMENTSTORES 0.5TICKETS 0.3 FLOWERS/GIFTS/GREETINGS 1.9JEWELRy/LUXURyGOODS/ACCESSORIES 0.8CONSUMERGOODS 0.1SPORTS/OUTDOOR 1.2HOMEFURNISHINGS 0.5TOyS 0.9(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Therearecurrentlyestimatedtobearound9millionmobileinternet users in Indonesia.(SoURCe: RCR WiReLeSS/inMoBi)


NearlyonequarterofJapan'sonlineusersaregamers,numbering16.5millionpeople.(SoURCe: CoMSCoRe)

MorethantwothirdsofJapaneseinternetusers(67.5%)turn to the internet for news and information.(SoURCe: CoMSCoRe)

Japan has around 21.8 million social network users. Around half (10.2 million) of them actively manage their profiles.(SoURCe: UniVeRSAL MCCAnn)

Nearlyonefifth(18.66%)ofJapanesesocialnetworkershave uploaded a video on to a site.(SoURCe: UniVeRSAL MCCAnn)


In2009,Japan'sadvertisersspentmoreononline(US$7.77billion)thantheydidonnewspapers($7.4billion)–forthefirst time ever. The internet now only sits behind TV as the medium attracting the highest online ad spend in Japan.(SoURCe: ASiAjin/DentSU)

JapaneseadvertisersspentUS$1.80billiononsearchadvertisingin2009,andareexpectedtospendUS$2.04billion on search this year.(SoURCe: D2/DentSU)

In 2010, online ad spend in Japan is expected to come to morethanUS$7.9billion.By2012thatnumberisexpectedtojumpto$9.5billion.(SoURCe: ZenithoPtiMeDiA)

Japan's affiliate market is expected to generate ¥123.55billionby2012,agrowthrateof52%on2008.(SoURCe: MiC)

OnlinegamingsitesinJapandrewonaverage16.19millionuniquevisitorseverymonthin2009.Visitorsaveraged82.1minutesongamingsitesonamonthlybasisin2009,visitingthesites8.6timespermonth.(SoURCe: CoMSCoRe)

japan's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)yAHOO!SITES 55,393GOOGLESITES 46,764RAKUTENINC 35,830MICROSOFTSITES 33,902FC2 33,783NTTGROUP 33,266WIKIMEDIAFOUNDATIONSITES 28,261LIVEDOOR 26,992GMOINTERNETGROUP 25,872NIFTy 25,431(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS)

japan's top 10 Gaming Sites of 2009ONLINEGAMING 16,194yAHOO!GAMES 4,823HANGAME.CO.JP 3,153WAZAP 2,547NEXON 1,825GAMANIADIGITALENTERTAINMENT 897CHIBICON.NET 886GAMEPOT 742MSNGAMES 660GOOGAMES 586FUNNyGAME.JP 539(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS)

japan's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 49,009RAKUTEN.CO.JP 31,882AMAZONSITES 23,967yAHOO!SHOPPING 19,598KAKAKU 16,797APPLEWORLDWIDESITES 9,205ECNAVI.JP 4,084yAHOO!JAPANSTORES 3,556DMM 3,553OCNK.NET 3,539NISSENGROUP 3,433(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS

japan's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 50,416yOUTUBE 26,697SONyONLINE 16,754ITUNESSOFTWARE(APP) 15,011NICOVIDEO.JP 13,447yAHOO!JAPANGyAO! 9,772ORICON 8,054FUJITELEVISIONNETWORK 7,720yAHOO!MUSIC 6,971yAHOO!TV 5,454NHK.OR.JP 5,371(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS)

online Ad Performance in japan, Basic Metrics iMP. With inteRACtion DWeLL RAte USeR AVeRAGe CtR (RiCh CtR inteRACtion RAte RAte DWeLL tiMe MeDiA) (StAnDARD (SeConDS) MeDiA)

APPAREL 0.3% 0.5% 1.6% 26.0 0.08% –AUTO 4.1% 6.4% 6.6% 17.8 0.32% –CONSUMERPACKAGEDGOODS 0.6% 0.8% 2.4% 35.3 0.07% –CORPORATE 3.7% 4.9% 17.2% 9.8 0.46% 0.12%ELECTRONICS 1.5% 2.2% 6.7% 24.9 0.24% –ENTERTAINMENT 6.3% 27.9% 11.2% 45.5 0.29% –FINANCIAL 0.3% 0.5% 2.2% 36.5 0.06% –GAMING 3.5% 4.4% 4.4% 118.2 0.22% –HEALTH/BEAUTy 0.5% 0.7% 2.6% 18.9 0.20% –RETAIL 11.6% 15.0% 14.9% 16.5 0.77% –SERVICES 0.1% 0.2% 2.8% 24.3 0.08% –TECH/INTERNET 0.1% 0.1% 2.8% 20.2 0.08% –TRAVEL 1.0% 1.4% 3.8% 16.0 0.10% 0.07%(SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009)

how the japanese Define SpamDefinition % of jAPAneSe ReSPonDentSEMAILSOFANOFFENSIVESUBJECTMATTER 72EMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 57ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 53EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 71ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX 38ANyEMAILIRECEIVETHATIDON'TWANT,REGARDLESSOFWHETHERISUBSCRIBED 51ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOSENDME MAILATONETIME,BUTTHATINOLONGERWISHTORECEIVE 36ANyEMAILSENTTOMEFROMASENDERWHOISNOTONMyADDRESS BOOKORAPPROVEDSENDERLIST 29EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITHOFFLINE,BUTTOWHOM INEVERGAVEPERMISSIONTOCONTACTMEVIAEMAIL 25ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE,EVENIFIKNOWTHESENDER 12EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUTTHATCOMETOOFREQUENTLy 23(SoURCe: ePSiLon inteRnAtionAL)

Why the japanese open Promotional emailseMAiL offeR % of jAPAneSe ReCiPientSFREEPRODUCTOFFER 55LIMITEDTIMEOFFER 49DISCOUNTOFFER 49FREESHIPPINGOFFER 45NEWPRODUCTANNOUNCEMENT 40CONTAINSFAMILIARBRANDNAME 37BREAKINGINFO/NEWS 31CONTAINSRECENTPURCHASEINFO 17CONTAINSMyNAME 12OTHER 5(SoURCe: ePSiLon inteRnAtionAL)

Shinjuku, Tokyo

❚ DeMoGRAPhiCS

Therearemorethan95millioninternetusersinJapan.(SoURCe: inteRnetWoRLDStAtS)

Japan'sactiveonlinepopulationnumbered68.3millionpeopleinSeptember2009,18%morethantheyearbefore.(SoURCe: MARKetinG MAGAZine/CoMSCoRe)

The number of people accessing the internet from their homescametomorethan50millioninmid-2009.(SoURCe: CLiCKZ/nieLSen)

Japan's broadband internet revenues are expected to increaseataCAGRof8.2%totheendof2013.(SoURCe: PyRAMiD ReSeARCh)

Japanranks16thintheworldwhenitcomestobroadbandpenetrationwithahouseholdpenetrationrateof64%.(SoURCe: AUStRALiAn it/StRAteGy AnALytiCS)

japan's internet Users 2009 % of USeRSHOUSEHOLDSTHATOWNINTERNET-ENABLEDEQUIPMENT 67.1HOUSEHOLDSTHATDON'TOWNINTERNET-ENABLEDEQUIPMENT 32.5HOUSEHOLDSUSINGINTERNETEXCEPTI-MODE,EZWEB,yAHOO!-KEITAI 53.3HOUSEHOLDSTHATDON'TUSEINTERNETEXCEPTI-MODE,EZWEB,yAHOO!-KEITAI 13.3HOUSEHOLDTHATHOUSEHOLDMEMBER(S)USEDINTERNET 54.5ONE-PERSON 25.4TWO-OR-MORE-PERSONS 28.8ACCeSS PointSPC 59.0CELLPHONE/PHS 47.7TV 8.4OTHERS 1.7ConneCtion MethoDSXDSL(ADSLETC) 15.1FIBER-OPTICS 23.3CATV 9.1ISDN 2.4ANALOG 2.0OTHERS 0.8

AnnUAL hoUSehoLD inCoMeLESSTHAN¥1,999,999 21.2¥2,000,000-2,999,999 35.2¥3,000,000-3,999,999 50.1¥4,000,000-4,999,999 62.2¥5,000,000-5,999,999 70.4¥6,000,000-6,999,999 74.4¥7,000,000-7,999,999 79.3¥8,000,000-8,999,999 82.3¥9,000,000-9,999,999 82.8¥10,000,000-12,499,999 87.5¥12,500,000-14,999,999 86.9¥15,000,000-19,999,999 85.3¥20,000,000ANDABOVE 81.4(SoURCe: MiAC)

❚ USeR BehAVioUR

TheJapanesespentmorethan887billionminutesonlinebetweenthemin2009.(SoURCe: CoMSCoRe)

Japaneseinternetusersonaveragespent1,114.5minutesonlinepermonthin2009.(SoURCe: CoMSCoRe)

EntertainmentreachinJapanwas75.7%inAugust2009.(SoURCe: CoMSCoRe)

Japan ranks third in the world when it comes to the volume ofsearchesconductedbyitsinternetusers,numbering9.17billioninDecember2009,48%morethaninDecember2008.(SoURCe: CoMSCoRe)

Japaneseinternetusersareonaverageconducting110.7searchesonaperuserbasis.Nearlyhalf(47%)ofallsearchesareconductedonGoogle.(SoURCe: CoMSCoRe)

jAPAn


Morethanhalf(52%)ofallhandsetshipmentstoJapaninQ32009weresmartphones.(SoURCe: MoRGAn StAnLey)

Japan's mobile internet users are spending an average ofUS$425ayearperuseronmobileaccess,commerce,services and advertising.(SoURCe: MoRGAn StAnLey)

Todatearound42%ofJapanesecarrierARPUscomefrommobile data.(SoURCe: MoRGAn StAnLey)

Japan's mobile advertising expenditure came to nearly US$923millionin2009andisprojectedtoriseto$1.10billionin2010,anincreaseof19.4%.(SoURCe: D2/DentSU)

MobilespamisnotwelcomeinJapan.Morethanhalf(59%)of Japanese mobile users find mobile spam "completely unsettling",while26.2%findit"unsettling".(SoURCe: eMARKeteR/Goo ReSeARCh)

Japan'sannualmobileadvertisingARPUsfaroutweighthoseintherestoftheworld,totallingUS$176in2009comparedtotheworldaverageof$56.By2013itisestimatedthatJapan'smobileannualadvertisingARPUswillcometo$256comparedtotheworldaverageof$91.(SoURCe: MoRGAn StAnLey)

An estimated 23% of mobile internet ad spend went on searchin2009.Thisisexpectedtogrowto24%in2010and27%in2011.(SoURCe: MoRGAn StAnLey)

Japan's mobile e-book market is currently worth around US$30million.(CiRiUS teChnoLoGieS)

Japan's m-commerce industry was worth ¥868.9billionasofMay2009,a19%increaseyearonyear.Ofthis,thesales of goods generated ¥377billion(15%morethan2008), while the purchases of mobile services generated ¥349.7billion(25%morethanthepreviousyear).(SoURCe: MiC)

Japan's mobile content business was worth ¥483 billion as ofMay2009,a13%increaseyearonyear.(SoURCe: MiC)

Mobile coupons seem to work in Japan. More than twothirds(71.6%)ofrespondentstoasurveysaidthey subscribed to receive promotional discounts from businessesovertheirmobiles.Ofthose,43.5%receivetheir coupons from just two to four businesses. The most popularshoptodothiswith?McDonalds(78.3%ofusers).(SoURCe: AnALytiCA1St/UPDAte/MMD)

Mobile social gaming has gained ground in Japan. Around 70%ofrespondentstoasurveysaytheyhaveplayedsomeformofsocialgameand60%ofthosewhodidplaysaid they did so after a friend invited them to join. (SoURCe: AnALytiCA1St/CA MoBiLe/SPiRe)

The Japanese may have fondness for mobile social gaming but that doesn't mean they want to pay for it. Only 4.2% of respondents to a survey who were core social game players said they would be willing to pay for the service.(SoURCe: AnALytiCA1St/CA MoBiLe/SPiRe)

AsofQ22009therewere22.3millionmobilegamingusersin Japan. Japan has the second highest number of mobile gamers in the world. (SoURCe: PyRAMiD ReSeARCh)

japan's Mobile internet UsageSeRViCeS ACCeSSeD % of USeRSPROFILEPAGES 20.8EBOOK 22.6CHAKUMELO 22.6HOROSCOPES 23.6ONLINEDICTIONARy 25.8MANGA 30.2VIDEOSHARING 30.3CHAKUUTA 33.7DECOMAIL 35.1TRAFFIC/DIRECTIONS 36.3WEBBOARD 39NEWS 40.5SNS 40.6APPLICATIONS/GAMES 41.1WEATHER 41.5IDLESCREENCUSTOMISATION 44.2CHAKUUTAFULL 45HOMEBUILDINGSERVICE 49.7SEARCH 60.6BLOG 62.5(SoURCe: AnALytiC1St/MMD)

japan's Mobile internet Revenues (estimates) 2009 2010 ReVenUe StReAM US$ % yoy GRoWth US$ % yoy GRoWthJAPANMOBILEINTERNETREVENUE(M) 46,679 10 50,648 9JAPANMOBILEREVENUEPERUSER 482 7 511 6MOBILEDATAACCESSREVENUE(M) 29,580 6 30,901 4MOBILEONLINECOMMERCEREVENUE(M)10,356 16 11,828 14DIGITAL/VIRTUALGOODS 5,695 15 6,421 13PHySICALGOODS 4,661 18 5,407 16MOBILEPAIDSERVICESREVENUE(M) 5,634 16 6,451 14MOBILEADVERTISINGREVENUE(M) 1,109 22 1,468 32(SoURCe: MoRGAn StAnLey eStiMAteS)

❚ CASe StUDy

Client: DieselAgency:G2Tokyo

Campaign: Diesel Rockin' Dots campaignobjective: Offer preview of Diesel's Spring/Summer 2010 Collection.Strategy: Targeted at adults aged 20-30 years old, the campaign gave a preview to Diesel's Spring/Summer 2010 collection. Details: To express the rockin' spirit of the dots, G2Tokyocreatedatransitgraphic ad at Shipyard station in Japan. The dots

were in fact badges that could be easily removed from the wall by people passing by. The badges had QR codes inscribed on the back to direct consumers to the Diesel website.Results: The campaign generated the following response: -Injustthreedays,11,531badgeswiththeRockin'spiritdisappeared.

how often japanese Purchase Using email CouponsfReqUenCy % of jAPAneSe USeRSonLine PURChASeS With eMAiL CoUPonSFREQUENTLy 7OCCASIONALLy 43RARELY 33NEVER 17offLine PURChASeS With eMAiL CoUPonSFREQUENTLy 4OCCASIONALLy 17RARELY 41NEVER 38(SoURCe: ePSiLon inteRnAtionAL)

Why the japanese don't Respond to email offersReASon % of USeRSOFFERSNOTATTRACTIVEENOUGH 43SECURITy 29EMAILSTOOLONG 22COST–CANDOBETTEROFFLINE 20LACKOFHUMANINTERACTION 11EMAILSTOOSHORT 9NOTPERSONALISED 6NONEOFTHEABOVE 24(SoURCe: ePSiLon inteRnAtionAL)

❚ e-CoMMeRCe

The top three social networks in Japan generate more than US$1billioninvirtualgoodsrevenues,largelyrelatedtomobile games and services.(SoURCe: ViRtUALGooDSneWS/+8*)

Around 13% of all Japan's e-commerce revenues comes frommobilesources,representingUS$9billioninmobilecommerce sales.(SoURCe: MoRGAn StAnLey)

According to one survey, the Japanese are amongst the mostferventonlineshoppersintheregion,with94%ofrespondents saying they had shopped online in the past year.(SoURCe: ASiAtRAVeLtiPS/ViSA)

Online retail has a stronger presence in Japan than elsewhereintheregion,with73.7%reach.(SoURCe: CoMSCoRe)

The Japanese are the biggest fans of comparison shopping intheregion,with57.6%ofinternetuserssayingtheyhadvisited a comparison shopping site, more than any other country.(SoURCe: CoMSCoRe)

More than two fifths (40.4%) of Japanese respondents to a survey said they had bought something following a discussion with or recommendation from an online friend.(SoURCe: BRitiSh CoUnCiL)

The Japanese are one of the region's top spenders on online overseas products, with Japanese internet users spendingonaverageUS$1,827oninternationalshoppingsites.TheUS,normallydominatinginternationalonlineretailchoices,dolittlefortheJapanese,withonly16%ofthem,shoppingonUS-basedsites.(SoURCe: ASiAtRAVeLtiPS/ViSA)

japanese online Shoppers 2009 % of USeRSHOUSEHOLDWITHAMEMBER(S)THATORDEREDTHROUGHINTERNETONPURCHASING 25.5ONCE 10.3TWOTIMESORMORE 14.2AnnUAL hoUSehoLD inCoMe LESSTHAN¥1,999,999 10.2¥2,000,000-2,999,999 13.6

¥3,000,000-3,999,999 19.9¥4,000,000-4,999,999 26.6¥5,000,000-5,999,999 33.7¥6,000,000-6,999,999 34.3¥7,000,000-7,999,999 41.8¥8,000,000-8,999,999 40.9¥9,000,000-9,999,999 45.0¥10,000,000-12,499,999 50.1¥12,500,000-14,999,999 48.8¥15,000,000-19,999,999 50.3¥20,000,000ANDABOVE 51.5AUCtionS HOUSEHOLDWITHHOUSEHOLDMEMBER(S)WHOUSEDINTERNETAUCTIONONPURCHASING 6.0ONCE 2.8TWOTIMESORMORE 2.8AVeRAGe AMoUnt SPent on inteRnet AUCtionS LESSTHANy999 0.2¥1,000-2,999 0.8¥3,000-4,999 0.8¥5,000-9,999 1.2¥10,000-29,999 1.6¥30,000-49,999 0.4¥50,000ANDABOVE 0.5(SoURCe: MiAC)

top online Retail Subcategories in japanCAteGoRy % ReAChRETAIL 73.7COMPARISONSHOPPING 57.6BOOKS 41COMPUTERHARDWARE 23.6CONSUMERELECTRONICS 14.1COMPUTERSOFTWARE 10.5APPAREL 19.6HEALTHCARE 9MALL 14.4FRAGRANCES/COSMETICS 13.9RETAIL-MUSIC 14.1RETAIL-FOOD 15.2DEPARTMENTSTORES 4.5TICKETS 6.9FLOWERS/GIFTS/GREETINGS 1.9JEWELRy/LUXURyGOODS/ACCESSORIES 2.8CONSUMERGOODS 7.4SPORTS/OUTDOOR 5.5HOMEFURNISHINGS 4.5TOyS 5.1(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Therearearound113.7millionmobilesubscribersinJapan.(SoURCe: AnALytiCA1St)

Morethan75millionJapanesearemobileinternetusers.(SoURCe: MiC)

In2009,84.3%ofJapan'smobileusersbrowsedtheinternet via their mobile phones.(SoURCe: AnALytiCA1St/MiC)

The3GpenetrationrateinJapannowstandsat95%.(SoURCe: SoCiALMeDiAtoDAy/MMD)

Asizeable85%ofJapan'smobilesubscribershavedataplans attached to their contacts.(SoURCe: SoCiALMeDiAtoDAy/MMD)

The rising popularity of mobile data packages are expected toboostmobiledatarevenuesinJapanbyaCAGROF9.3%until the end of 2013.(SoURCe: PyRAMiD ReSeARCh)

Mobile multimedia revenues in Japan are expected to hit US$6.1billionin2013.(SoURCe: ie MARKet ReSeARCh)

SmartphonesalesinJapangrewbynearly80%in2008/09.(SoURCe: tGDAiLy/BCn)


EntertainmentreachinMalaysiastoodat71%,asofAugust2009.

(SoURCe: CoMSCoRe)

Therearearound11.9millionsocialnetworkusersinMalaysia.Ofthosesocialnetworkusers,9.4millionsaytheyactivelymanagetheirSNSaccounts.(SoURCe: UniVeRSAL MCCAnn)

Morethanonethird(36%)ofonlineMalaysianshavearranged a first date via text.(SoURCe: SynoVAte)

Morethantwo-fifths(41.9%)ofonlineMalaysiansvisitednewsorinformationsitesinAugust2009.(SoURCe: CoMSCoRe)

Malaysians averaged 83.1 searches per searcher in August 2009.(SoURCe: CoMSCoRe)

Morethan2.6milliononlineMalaysiansvisitedanonlinegamingsitein2009.Theyvisitedgamingsitesonaverage5.3timesamonthin2009.(SoURCe: CoMSCoRe)

Nearlytwofifths(38.26%)ofonlineMalaysianshaveuploaded a video to a video sharing site.(SoURCe: UniVeRSAL MCCAnn)

how Long Malaysians Spend onlineAVeRAGe tiMe SPent USinG inteRnet ('000) % of USeRSLESSTHAN30MINUTES 136 4.330MINUTES-LESSTHAN1HOUR 477 14.91HOUR-LESSTHAN2HOURS 1,227 38.52HOURS-LESSTHAN3HOURS 621 19.53HOURS-LESSTHAN4HOURS 244 7.64HOURS-LESSTHAN5HOURS 151 4.75HOURS-LESSTHAN6HOURS 84 2.66HOURS-LESSTHAN7HOURS 44 1.47HOURSORMORE 208 6.5(SoURCe : nieLSen MeDiA inDex MALAySiA; inDiViDUALS AGeD 15+ in PenninSULAR MALAySiA)

What Malaysians do onlinefeAtUReS USeD ('000) % of USeRSEMAIL 2,777 87INTERNETPHONE 349 10.9DOWNLOADSOFTWARE/FILE 1,019 31.9GATHERINFOABOUTPROD/SERVICE/COMPANy/RESEARCH 1,085 34PURCHASEPRODUCT/SERVICE 288 9FINANCIALSERVICES 468 14.7INTERNATIONALNEWS/CURRENTAFFAIRS 647 20.3LOCALNEWS/CURRENTAFFAIRS 1,261 39.5READELECTRONICMAGAZINE 187 5.9LISTENTOMUSIC 438 13.7WATCHMOVIE/TVPROGRAMME 530 16.6PLAyGAMES 939 29.4USEICQ/MESSAGING 1,793 56.2JOBHUNTING 213 6.7EDUCATIONSERVICES 357 11.2CLASSIFIED ADS 110 3.4PARTICIPATEINAUCTION 113 3.5TOBLOG/READBLOG 888 27.8DOWNLOADVIDEO/TVPROGRAMMES/MOVIES 505 15.8LISTENTOLOCALRADIOSTATIONS 150 4.7LISTENTOINTERNATIONALRADIOSTATIONS 73 2.3SOCIALNETWORKING 1,096 34.3USINGSEARCHENGINES 1,636 51.3(SoURCe : nieLSen MeDiA inDex MALAySiA; inDiViDUALS AGeD 15+ in PenninSULAR MALAySiA)


OnlineadspendinMalaysiain2009wasestimatedtocometoUS$26millionandisforecasttoreach$34millionin2010.By2012,itshouldreachUS$48million.(SoURCe: ZenithoPtiMeDiA)

Just0.6%ofoveralladspendinMalaysiain2009wasspent on digital.(SoURCe: the eDGe/nieLSen)

Morethantwofifths(41.9%)ofonlineMalaysiansvisitedanewsorinformationsiteinAugust2009.(SoURCe.CoMSCoRe)

Morethantwothirds(70.1%)ofsearchactivityinMalaysiatakesplaceonGoogle.(SoURCe: CoMSCoRe)

Morethanathird(35%)ofonlineMalaysianssaidonlinemarketing "significantly increased their interest in a brand".(SoURCe: DiGitAL MeDiA/tnS)

Malaysians are very receptive to online sponsored content, with61%recallingseeingitinasurvey.(SoURCe: DiGitAL MeDiA/tnS)

Malaysia's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 6,994yAHOO!SITES 6,404MICROSOFTSITES 4,941FACEBOOK 3,699FRIENDSTER 2,927WIKIMEDIAFOUNDATIONSITES 2,085AOL 1,636FOXINTERACTIVEMEDIA 1,623WORDPRESS 1,447CBSINTERACTIVE 1,431(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS)

Malaysia's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 2,628yAHOO!GAMES 511MINICLIP 282Y8 280TRAVIANGAMES 240WILDTANGENTNETWORK 229MSNGAMES 207SPILGAMES 181NICKELODEONCASUALGAMES 173EAONLINE 168NEXON 157(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS)

Malaysia's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 3,335AMAZONSITES 783APPLEWORLDWIDESITES 598ALIBABA.COM 488DELL 352HEWLETTPACKARD 194yAHOO!SHOPPING 182WARESEEKER 139AMERICANGREETINGSPROPERTy 138KASPERSKY-LABS 80SAMSUNGGROUP 63(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS)

Malaysia's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 6,458yOUTUBE 4,090CBSINTERACTIVE 1,431AOLMUSIC 1,198PPSTREAM 733METACAFE 725REAL.COMNETWORK 675VEVO 639DIGITALFIVE 626VIACOMDIGITAL 622GORILLANATION 575(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS

❚ DeMoGRAPhiCS

Therearecurrently16.9millioninternetusersinMalaysia.(SoURCe: inteRnetWoRLDStAtS/MCMC)

By 2012, Malaysia's online population is expected to number 20.4 million people.(SoURCe: the eDGe/iDC)

Malaysiahasaninternetpenetrationrateof65.7%.(SoURCe: APiRA)

Malaysia's household broadband penetration rate is between25-26%.(SoURCe: the eDGe)

By the end of 2010, household broadband penetration ratesareexpectedtoreach50%.(SoURCe: CoMMteCh ASiA/MiMoS)

Malaysia'sinternetuserpopulationgrewatarateof357%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

Malaysia's internet Users 2009 % of USeRSGenDeRMALE 53.4FEMALE 44.6AGe15-24 3825-34 2635-44 2345-54 955+ 5AGe By GenDeRMALE 15-24 20.125-34 13.6

35-44 12.145-54 4.755+ 2.9FEMALE15-24 17.625-34 11.935-44 10.645-54 4.155+ 2.3StUDentS 33.5NONSTUDENTS 66.5EDUCATIONELEMENTARySCHOOLANDBELOW 2.6HIGHSCHOOL 31.5COLLEGE 30.9MASTERSANDABOVE 35.1MonthLy hoUSehoLD inCoMeLESSTHANRM1,000 8RM1,001-3000 46.1RM3,001-5,000 27.5MORETHANRM5,000 18.4yeARS of inteRnet USAGeLESSTHAN12MONTHS 21.41-3yEARS 32.73-5yEARS 18.95yEARSANDABOVE 27(SoURCe: APiRA; CoMSCoRe)

❚ USeR BehAVioUR

Malaysian internet users spent an average of 14.1 hours onlinein2009,thesecondlowestamountoftimespentinthe region (India was the lowest with 11 hours).(SoURCe: CoMSCoRe)

Malaysians spend an average 2.8 hours on entertainment sitesinAugust2009.(SoURCe: CoMSCoRe)

MALAySiA

Kuala Lumpur


top online Retail Subcategories in MalaysiaCAteGoRy % ReAChRETAIL 35.8COMPARISONSHOPPING 6.1BOOKS 10.8COMPUTERHARDWARE 10.4CONSUMERELECTRONICS 4.2COMPUTERSOFTWARE 9.6APPAREL 3.8HEALTH CARE 1.1MALL 0.3FRAGRANCES/COSMETICS 0.9RETAIL-MUSIC 1.6RETAIL-FOOD 1.3DEPARTMENTSTORES 0.5TICKETS 0.5FLOWERS/GIFTS/GREETINGS 2.0JEWELRy/LUXURyGOODS/ACCESSORIES 0.8CONSUMERGOODS 0.3SPORTS/OUTDOOR 1.0HOMEFURNISHINGS 1.1TOYS 0.8(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

There are more than 30 million mobile phone subscribers inMalaysia,anincreaseof9.6%on2008.(SoURCe: RePoRt LinKeR)

Malaysia'smobilepenetrationrateisnowat107%.(SoURCe: LiGhtReADinG/PyRAMiD ReSeARCh)

By 2013, Malaysia's mobile penetration rate is expected to rise to 123.2%.(SoURCe: BMi)

Malaysiahasaround3.73million3Gsubscribers,representing 12.4% of the mobile market.(SoURCe: MiDA/BMi)

Bytheendof2009,therewere2.62millionmobilebroadband subscribers in Malaysia. By 2014, there are expected to be around 8 million of them, representing a penetrationrateof27%.(SoURCe: RePoRt LinKeR)

MobileadvertisingrevenuesareexpectedtoreachRM175.5million by 2012.(SoURCe: SKMM)

Malaysians are pretty receptive to mobile advertising, with 24% recalling mobile campaigns in a survey.(SoURCe: DiGitAL MeDiA/tnS)

Malaysian mobile internet users generated on average 322 mobilepageviewsperuserin2009,a280.7%increaseon2008.(SoURCe: oPeRA)

The prevalence of the pre-paid mobile phone culture (79%ofmobileusers)continuestodriveARPUsdowninMalaysia.By2013theyarepredictedtodroptoRM44.95,downfromRM56.82in2008.(SoURCe: RePoRt LinKeR)

Ringbacktonesaccountforapproximately90%ofdigitalmusic revenues in Malaysia. Ringbacks are the only legal downloadable music format available to Malaysian mobile subscribers.(SoURCe: MiDA)

Malaysianssenteachotheratotalof6.37billionSMSmessagesin2009–and9.54millionMMSmessages.(SoURCe: MiDA)

Malaysians sent more than 1 billion SMS messages to each otherovertwodaysduringthe2009Christmasperiod.(SoURCe: BMi/ACiSion)

Mobile phones are allowing Malaysians to "save face", with 48% of respondents to a survey saying they preferred using their phones when they had to communicate negative messages. (SoURCe: SynoVAte)

❚ CASe StUDy

Client: L'Oréal Agency: Compass Interactive, Carat Media Services and eyeblasterCampaign:DermaGenesisproductlaunch.objective: To promote brand awareness of Derma Genesis,anewproductlinefromL'Oréaldesignedtorevitalise and illuminate the skin. Strategy: Rather than "test the waters" with a minimum buy campaign, L'Oréal decided to pull out all the stops with DermaGenesisandteamedupwitheyeblaster,MSNandCarat Media in Malaysia. Free samples, a video contest and interactive product information were made available to connectconsumerstothefullDermaGenesisproductline.Details: The campaign utilised a premium brand format –theMSNHomepageskinner.ThepresenceofthebrandclearlycaughttheattentionofMSNHomepageandofWindowsLiveHotmailvisitors,withL'OréalspokesmodelPenelope Cruz prominently featured on the home page.Highlights of the campaign included: An auto initiated skinner, which branded the user's browser and created a full L'Oréal environment; information on the range of products was cleverly placed to maintain the look and feel of the brand while targeting the online audience suitable forL'OréalDermaGenesis;abroadcast of the L'Oréal TV commercial in the banner and an opportunity to gain a free sample for users using data capture. Results: The campaign genetrated the following response:- The campaign reached nearly 460,000users,targetinguserswho are more affluent and whoregularlyvisittheMSNHomepage as well as the audienceof25-34yearoldfemaleswhouseWindowsLiveHotmail. - The dwell time of users was recorded as up to nearly three fullminutesontheMSNHomepageandtwominutesonthe Hotmail banners. -Thecampaignattracted1,801,638impressions,reachingeachuseranaverageof3.96timeseach.-53,433onlinevideoviewsofTVcommercial.-Morethan52%ofthevideoswereviewedfully.-Usingfreesamplesasameanstocollectcontactdata,thecampaignprovided825qualityleadsoffuturecustomers who clearly expressed interest in their product.

trust in Media Channels in MalaysiaMeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLyRECOMMENDATIONSFROMFRIENDSANDFAMILy 47INDEPENDENTREVIEWSINPUBLICATIONS 28MANUFACTURERS/BRANDSWEBSITES 25CONSUMEROPINIONINBLOGS 22TV ADS 22NEWSPAPERADS 21ADSTHATAPPEARONSEARCHENGINES 12BANNERADSONWEBSITES 12ADSINVIRTUALWORLDS 6ADSINVIDEOGAMES 7ADSVIAMOBILESMS 7(SoURCe: tnS/DiGitAL MeDiA)

Malaysia's top 10 Motivating Digital Brands RAnK BRAnD1 SONy2 AIRASIA3 PIZZAHUT4 NOKIA5 HONDA6 KFC7 TMNET8 MCDONALD'S9 MALAyANBANKING10 CELCOM(SoURCe: tnS/DiGitAL MeDiA)

how Malaysians Define SpamDefinition % of MALAySiAn ReSPonDentSEMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 76ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 72EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 64ANyEMAILIRECEIVETHATIDON'TWANT,REGARDLESSOFWHETHERISUBSCRIBED 51EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITHOFFLINE, BUTTOWHOMINEVERGAVEPERMISSIONTOCONTACTMEVIAEMAIL 50ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX 50EMAILSOFANOFFENSIVESUBJECTMATTER 49ANyEMAILSENTTOMEFROMASENDERWHOISNOTONMyADDRESS BOOKORAPPROVEDSENDERLIST 42ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOSENDME MAILATONETIME,BUTTHATINOLONGERWISHTORECEIVE 39EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUTTHATCOMETOOFREQUENTLy 36ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE,EVENIFIKNOWTHESENDER 20(SoURCe: ePSiLon inteRnAtionAL)

Why Malaysians open Permission-Based emailstyPe of SUBjeCt % of MALAySiAn Line Content ReSPonDentSDISCOUNTOFFER 74FREEPRODUCTOFFER 71CONTAINSFAMILIARBRANDNAME 55NEWPRODUCTANNOUNCEMENT 53BREAKINGINFO/NEWS 50FREESHIPPINGOFFER 49CONTAINSRECENTPURCHASEINFO 39LIMITED TIME OFFER 31CONTAINSMyNAME 29OTHER 14(SoURCe: ePSiLon inteRnAtionAL)

What Stops Malaysians Responding to email offersReASon % of USeRSSECURITy 68OFFERSNOTATTRACTIVEENOUGH 57EMAILSTOOSHORT 50COST–CANDOBETTEROFFLINE 47EMAILSTOOLONG 44NOTPERSONALISED 36LACKOFHUMANINTERACTION 30NONEOFTHEABOVE 6(SoURCe: ePSiLon inteRnAtionAL)

Why Malaysians Unsubscribe from emailsReASon % of MALAySiAn ReSPonDentSIRRELEVANTCONTENT 71RECEIVETOOFREQUENTLy 61THINKADDRESSBEINGSHARED/SOLD 39PRIVACyCONCERNS 34DON'TRECALLSIGNINGUP 31(SoURCe: ePSiLon inteRnAtionAL)

❚ e-CoMMeRCe

HalfofMalaysia'sonlineusers–morethan8millionpeople–haveboughtsomethingonline.In2010thatnumberisexpectedtoincreaseto8.9million.(SoURCe: MALAySiA CRUnCh/iDC)

By2012,itisexpectedthat10.5millionMalaysianswillbeshopping online, out of a projected online population of 18.9million.(SoURCe: MALAySiA CRUnCh/iDC)

Onlineretailhasareachof35.8%inMalaysia,thelowestreach in the region.(SoURCe: CoMSCoRe)

Malaysians are the least enthusiastic comparison shoppers oftheregion,withjust6.1%ofusershavingvisitedacomparison shopping site.(SoURCe: CoMSCoRe)

The most popular online purchases for Malaysians are travel-related, with 82.2% of online shoppers saying this is what they have bought online. This is followed by books (69.4%ofshoppers);generalconsumergoods(59.4%)andmovietickets(57.3%).(SoURCe: MALAySiA CRUnCh/iDC)

Around 8% of Malaysians use online banking.(SoURCe: the eDGe/nieLSen)

One of the reasons why online banking has not yet taken offinMalaysiacouldbethis:morethanhalf(59%)ofrespondents to a survey said they didn't see the need for it.Nearlyonequarter(24%)meanwhilesimplydon'tseethemselves as web savvy enough to take online banking on.(SoURCe: the eDGe/nieLSen)

The entire Malaysian economy pretty much depends on SMEs,makingup99%ofMalaysianbusinesses–butonly6%ofthemhaveanykindofe-commercepresence.(SoURCe: the StAR)

Nearlytwofifths(38.2%)ofonlineMalaysianshaveboughtsomething because it was discussed with or recommended by an online friend.(SoURCe: BRitiSh CoUnCiL)

Malaysia's online Shoppers by AgeAGe % of onLine ShoPPeRS21ORBELOW 4.921-25 14.526-30 19.731-35 18.736-40 16.541-45 8.846-50 10.646-50 6.4(SoURCe: MALAySiA CRUnCh/iDC)

What Malaysians are Buying onlinePRoDUCt/SeRViCe % of inteRnet USeRSTRAVEL 82.21BOOKS 69.40GENERALCONSUMERGOODS 59.43MOVIETICKETS 57.30TECHNOLOGyGADGETS 54.45COMPUTERS 48.04CDS 46.62DVDS 44.84JEWELLERy/WATCHES 43.42(SoURCe: MALAySiA CRUnCh/iDC)


❚ USeR BehAVioUR

Nearlyhalf(48%)ofonlineKiwisaresocialnetworkusers.(SoURCe: WiPnZ)

EntertainmentreachinNewZealandstoodat70.1%,asofAugust2009.(SoURCe: CoMSCoRe)

Onaverage,internetusersinNewZealandspend15.4hours a week online.(SoURCe: CoMSCoRe)

OnefifthofNewZealand'sinternetusersspendatleast20hours a week online.(SoURCe: WiPnZ)

NewZealand'sinternetusersspentmorethan28.3billionminutesonlinein2009betweenthem.Kiwisdon'ttendtospend as much time online as the average user in Asia, averaging926.1monthlyminutespervisitor,comparedtothe regional average of 1,008.4 minutes. (SoURCe: CoMSCoRe)

TV is viewed as more of an entertainment medium than theinternetinNewZealand.Morethanhalf(56%)ofKiwisrateTVasanimportantsourceofentertainmentwhile35%currently say the same about the internet.(SoURCe: WiPnZ)

WhilejustoverathirdofonlineKiwisviewtheinternetas an important source of entertainment, a sizeable 83% of them spend time on entertainment-related browsing at least once a week.(SoURCe: WiPnZ)

Onlineentertainmenthasareachof70.1%inNewZealand.(SoURCe: CoMSCoRe)

Online entertainment has yet to capture the imagination ofNewZealandersonadailybasishowever,withjust10% of users downloading or watching videos daily; 11% downloading or listening to music daily; and 13% playing online games daily.(SoURCe: WiPnZ)

Nearlytwothirds(63%)ofonlineNewZealandersgoonline at least once a week for news and information. A similarproportion(65%)viewtheinternetasanimportantsourceofinformation–moresothanTV(55%ofusers),newspapers(53%)orradio(44%).(SoURCe: WiPnZ)

MorethanhalfofonlineKiwis(55%)useonlinebanking.(SoURCe: WiPnZ)

Nearlytwothirds(64%)ofonlineNewZealandershavebought something online. More than two fifths (41%) have sold something online.(SoURCe: WiPnZ)

MorethanhalfofNewZealand'sinternet-usingcitydwellers(53%)aremembersofasocialnetworkingsite,comparedto less than a third (31%) of rural dwellers.(SoURCe: WiPnZ)

Justoverathird(34.1%)ofNewZealand'sinternetusersareonlinegamers.Gamersonaveragevisitedgamingsites7.7timesamonthin2009.(SoURCe: CoMSCoRe)

NewZealandersspentanaverageof86.2minutesamonthpervisitorononlinegamingsitesin2009.(SoURCe: CoMSCoRe)

how Long new Zealanders Spend onlinetiMe SPent onLine PeR WeeK totAL USeRS % of USeRS ZERO 288 9.81-15MINUTES 56 1.916-30MINUTES 143 4.831MINUTES-1HOUR 242 8.21HOUR1MINUTE-2HOURS 317 10.82HOURS1MINUTE-4HOURS 419 14.34HOURS1MINUTE-7HOURS 474 16.17HOURS1MINUTEORMORE 987 33.6DON'TKNOW 3 0.1NOTUSEDINTERNETINLAST4WEEKS 0 0(SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009)

What new Zealanders do online ACtiVity in PASt Month totAL USeRS % of ('000) USeRSSENT/RECEIVEDEMAIL 2364 80.4PLAyINDIVIDUAL/MULTIPLAyERGAMES 687 23.4ONLINEGAMBLINGEG.POKER,SPORTS 73 2.5DOWNLOADEDSOFTWARE 477 16.2LISTENEDTOMUSIC 736 25LISTENEDTORADIOSTATIONS 242 8.2DOWNLOADEDMUSIC 463 15.8WATCHEDTV/MOVIES 453 15.4INTERNETBANKING 1597 54.3ENTEREDONLINECOMPETITION 364 12.4GENERALSURFING 1883 64.1READNZELECTRONICNEWSPAPER 769 26.2READINTERNATIONALELECTRONICNEWSPAPER 404 13.8ACCESSEDINFOONPRODUCTS/SERVICES 1302 44.3ACCESSEDNEWS/CURRENTAFFAIRS 799 27.2ACCESSEDINFOONSPORTS 574 19.5ACCESSEDINFOONTRAVEL 63 22.6ACCESSEDINFOONENTERTAINMENT 802 27.3ACCESSEDINFOONFINANCE/LOANS/MORTGAGES 316 10.7ACCESSEDTELECOMyELLOWPAGES 428 14.6ACCESSEDTELECOMWHITEPAGES 534 18.2ACCESSSTREETDIRECTORyEGWISES 507 17.2VISITEDNZONLINESHOPPINGSITE 851 29VISITEDOVERSEASONLINESHOPPINGSITE 373 12.7EDUCATIONRESEARCH 569 19.4GENERALRESEARCHEGHEALTH 676 23INSTANTMESSAGING 861 29.3JOINEDCHAT/DISCUSSIONGROUPS 272 9.3PARTICIPATEDINONLINEAUCTION 537 18.3PAID A BILL 1181 40.2DOWNLOADEDPODCASTS 107 3.7MADETELEPHONECALL(VOIP) 207 7.1SEARCHEDFORJOBSONLINE 536 18.3SEARCHEDFORPROPERTIESONLINE 456 15.5SEARCHEDFORVEHICLESONLINE 359 12.2READNZELECTRONICMAGAZINE 152 5.2READINTERNATIONALELECTRONICMAGAZINE 152 5.2SUBSCRIBEDTODIGITALCOPyOFMAGAZINE 51 1.7SUBSCRIBEDTODIGITALCOPyOFNEWSPAPER 25 0.9OTHER 186 6.3READABLOG 465 15.8POSTEDABLOG 169 5.8UPLOADEDCONTENTTOWEBSITES 421 14.3NOTSPECIFIED 154 5.2(SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009)


OnlineadspendinNewZealandcametoNZ$213.89millionin2009,a10.8%increaseon2008(NZ$193.15million).(SoURCe: iAB nZ)

Onlinenowrepresents10.5%ofoveralladspendinginNewZealand.(SoURCe: iAB nZ)

Despite a 12% decline in overall ad spend, online spend actuallygrewby10.8%in2009.OnlinewastheonlymediacategoryinNewZealandtoseeanyincreaseinspendlastyear.(SoURCe: iAB nZ)

❚ DeMoGRAPhiCS

NewZealandcurrentlyhas3.5millioninternetusers,representing a penetration rate of 83%.(SoURCe: inteRnetWoRLDStAtS)

There are more than 1.13 million broadband internet subscribersinNewZealand.(SoURCe: StAtiStiCS neW ZeALAnD)

NewZealand'sinternetuseruniversegrew321.7%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

NewZealandwasrankedeighthintheworldbylevelsofinternetusageinearly2009.(SoURCe: inteRnetWoRLDStAtS)

NearlyathirdofNewZealand'sinternetusers(31.7%)have an annual household income greater than NZ$100,000.(SoURCe: iAB nZ/nieLSen)

The more you earn, the more likely you are to be abroadbanduser–69%ofthoseearningbetweenNZ$25,000andNZ$40,000are,while90%ofthoseearningNZ$65,000ormorearealsohomebroadbandcustomers.(SoURCe: WiPnZ)

Morethanthreequarters(76%)ofhouseholdsearningNZ$100,000ormoreratetheinternetasimportantcomparedto42%ofhouseholdsearninglessthan$25,000.(SoURCe: WiPnZ)

The highest earners are also more likely to see the loss of theinternetasaproblem,with75%ofhouseholdsearningNZ$100,000ormoresayingthiswasthecase.(SoURCe: WiPnZ)

new Zealand's internet Users totAL USeRS ('000) % of USeRSGenDeRMALE 1,381 48.6FEMALE 1,458 51.4AGe 10-19 554 19.520-29 497 17.530-39 498 17.640-49 525 18.550-59 390 13.860-74 315 11.175+ 60 2.1hoUSehoLD inCoMeUPTO$20,000 104 3.6$20,000-$30,000 129 4.5$30,000-$40,000 193 6.8$40,000-$60,000 394 13.9$60,000-$80,000 366 12.9$80,000-$100,000 329 11.6$100,000-$120,000 264 9.3$120,000-$250,000 355 12.5$250,000+ 63 2.2REFUSED/NOTSPECIFIED 172 6.1DON'TKNOW 470 16.6(SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009)

new Zealand's internet Subscribers by Connection nUMBeR of SUBSCRiBeRS ConneCtion tyPe DIGITALSUBSCRIBERLINE 873,500CELLULAR,CABLE,ANDSATELLITE 219,500WIRELESS 36,000FIBRE OPTIC 2,200TOTALNON-ANALOGSUBSCRIBERS 1,131,000DoWnLoAD SPeeD LESSTHAN256KBPS 434,000BRoADBAnD 256KBPSTOLESSTHAN512KBPS 89,000512KBPSTOLESSTHAN1.5MBPS –1.5MBPSTOLESSTHAN24MBPS 911,00024MBPSTOLESSTHAN100MBPS –100MBPSORGREATER 700BROADBANDTOTAL 1,131,000TOTAL 1,565,000(SoURCe: StAtiStiCS neW ZeALAnD)

Lake Matheson, Mount Cook and Mount Tasman

neW ZeALAnD


ThemostprolificonlineshoppersinNewZealandareagedbetween25and44yearsold,with56%ofthisagegrouphaving bought something online in the past year.(SoURCe: StAtiStiCS neW ZeALAnD)

Morethanathird(35%)ofNewZealand'sonlineshoppersmade six or more online purchases in the past year.(SoURCe: GeeKZone/nieLSen)

Onlineretailhasareachof51.4%inNewZealand.(SoURCe: CoMSCoRe)

NewZealanders,likemanyoftheirpeersacrosstheregion,areyettoembracecomparisonshopping,withjust13.7%of users having visited a comparison shopping site.(SoURCe: CoMSCoRe)

Thatbeingsaid,onlineshoppersinNewZealandhavebecome more appreciative of the ability to compare prices ofproductsandservicesovertheinternet,with61%ofinternet users saying they find this easier to do online. (SoURCe: GeeKZone/nieLSen)

NearlyhalfofonlineNewZealanders(49%)saytheyfindonline shopping more convenient.(SoURCe: GeeKZone/nieLSen)

Morethan90%ofonlineshoppersinNewZealandsaytheyare generally happy with their online shopping experiences, according to one survey.(SoURCe: MASteRCARD)

Products new Zealanders Research, Compare or Buy online PRoDUCt % of onLine ShoPPeRS 2009 AIRLINETICKETS 51.1BOOKS/MAGAZINES 30.6ENTERTAINMENT(CONCERTS,TICKETS) 28.2CLOTHING/SHOES/ACCESSORIES 26.8TRAVEL-RELATED SERVICES (HOTEL/CAR HIRE) 23.8COMPUTERHARDWARE 13.4MUSICCD/VIDEO/DVD 13.0HEALTH&BEAUTy 12.4MOVIEDVDS/VIDEO(NOTDOWNLOADED) 11.8COMPUTERSOFTWARE(NOTDOWNLOADED) 10.3(SoURCe: the nieLSen CoMPAny)

top online Retail Subcategories in new ZealandCAteGoRy % ReAChRETAIL 51.4COMPARISONSHOPPING 13.7BOOKS 19.1COMPUTERHARDWARE 15.6CONSUMERELECTRONICS 9.1COMPUTERSOFTWARE 11.3APPAREL 10.1HEALTH CARE 2.2MALL 1.0FRAGRANCES/COSMETICS 2.3RETAIL-MUSIC 3.5RETAIL-FOOD 4.0DEPARTMENTSTORES 2.3TICKETS 4.4FLOWERS/GIFTS/GREETINGS 3.9JEWELLERy/LUXURyGOODS/ACCESSORIES 1.7CONSUMERGOODS 1.5SPORTS/OUTDOOR 3.4HOMEFURNISHINGS 1.2TOyS 1.9(SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Around13.4%ofNewZealand'sinternetusersaccesstheinternet via their mobile phones.(SoURCe: iAB nZ/nieLSen)

Nearlytwothirds(65%)ofonlineNewZealanderssendSMS messages every week or more.(SoURCe: WiPnZ)

The mobile internet has yet to take off in a real way in NewZealand.Just6%ofthosewhodoaccesstheinternetvia their mobiles spend between one and four hours on the mobile internet a week. More than 80% of internet users spend no time on the mobile internet at all.(SoURCe: WiPnZ)

❚ CASe StUDy

Client:MSNNZAgency: MSNNZCampaign: Recipe Finderobjective: WhenMSNlaunchedRecipeFinder,thedefinitive online cooking bible, it considered two broad approaches.Onewas'slowburn',pepperingtheMSNwebsite with targeted banners to build recognition and awareness over time. The other was what mights be termed a 'big bang' firing a concentrated 'blast' to grab attention and prompt clickthrough.Inweighingupitsoptions,MSNdecidedbrandlaunchwasbest supported by a strongly visual platform with sufficient presence to arrest attention and draw people away from the immediate content to the new offering. In the very sense of the word, advertising had to interrupt, though without causing irritation, enticing people to click and look. Strategy: Homepage Takeover advertising using an expandable full-page OTP (over the page) format. An expandable homepage billboard, capped at two 10-second exposuresperbrowsers,witha300x250'island'reminderfollow-on.

Details: Launch was a single day event, with advertising clickthrough transferring browsers to Recipe Finder. The intrusive nature of the format dictates shortened exposure. LaunchedfromMSNcontent,OTPadvertisingisfirstvettedandapprovedbyMSNcontentmanagers.Results: The campaign generated the following response:- Theone-daypromotionattracted0.9%clickthrough.-Launchdaycapturedapproximately4,000uniquebrowsers accounting for 18,000-plus page views. -Fiveweeksonpageviewsincreased69%anduniquedaily visitors hover between 1,000 and 2,000.

OnlineadspendinNewZealandisforecasttoreachUS$251millionin2010–andUS$349millionby2012.(SoURCe: ZenithoPtiMeDiA)

Therewere2,242onlineadvertisersinNewZealandin2009,15.30%morethanin2008.(SoURCe: iAB nZ/nieLSen)

Thecountryhosted8,517onlineadcampaignsin2009,just 1.20% more than in 2008. There was a sharper increaseinthenumberofbannersdeployed,with15.40%morein2009(21,235banners)thanin2008(18,406).(SoURCe: iAB nZ/nieLSen)

Searchanddirectoriesadspendgrewatarateof31.64%in2009toreachNZ$78.16million.Searchanddirectoriesnowaccountfor37%ofallonlineadspendinthecountry.(SoURCe: iAB nZ)

Displayadspendgrewatarateof7.67%toreachNZ$64.30millionin2009,representing30%ofallonlineadspendinNewZealand.(SoURCe: iAB nZ)

Spendononlineclassifiedsfellin2009toNZ$71.43million(downfromNZ$75.32millionin2008),reflectingastagnant jobs marketplace. Spend on classifieds represent 33%ofallonlineadspendinNewZealand.(SoURCe: iAB nZ)

Kiwismade113.8searchespersearcherinAugust2009.(SoURCe: CoMSCoRe)

Asizeable80.5%ofallsearchactivityinNewZealandtakesplaceonGoogle.(SoURCe: CoMSCoRe)

new Zealand's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 2,064MICROSOFTSITES 1,749FAIRFAXMEDIA 1,375yAHOO!SITES 1,255FACEBOOK 1,132AOL 1,045WIKIMEDIAFOUNDATIONSITES 725APPLE 653CBSINTERACTIVE 483ANZBANKINGGROUP 428(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK LoCAtionS)

new Zealand's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 869WILDTANGENTNETWORK 216MINICLIP 184NICKELODEONCASUALGAMES 124MSNGAMES 91DISNEyGAMES 80EAONLINE 71SPILGAMES 58UNIVERSALMULTIPLAyERGAMEENTERTAINMENT 57BIGFISHGAMESSITES 48FREEONLINEGAMES 45(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK LoCAtionS)

new Zealand's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 1,282AMAZONSITES 404APPLEWORLDWIDESITES 2961-DAy.CO.NZ 131THEWAREHOUSE.CO.NZ 128WOOLWORTHS 112SHOPPING.COMSITES 111NOELLEEMING.CO.NZ 67HEWLETTPACKARD 67TICKETEK 62MIGHTyAPE.CO.NZ 57(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK LoCAtionS)

new Zealand's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 1,768yOUTUBE 1,130ITUNESSOFTWARE(APP) 549CBSINTERACTIVE 483VIACOMDIGITAL 316TVNZSITES 311VEVO 304IMDB 220BREAKMEDIANETWORK 216GORILLANATION 208UGOENTERTAINMENT 187(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK LoCAtionS)

new Zealand's top online Advertisers in 2009ADVeRtiSeR onLine AD SPenD in 2009 (nZ$000)TELECOM 6,782AIRNEWZEALAND 3,499HOUSEOFTRAVELHOLDINGS 1,280EXPEDIANZ 1,143SEEKEMPLOyMENT 1,064TOyOTA(NZ) 1,012JOHNSON&JOHNSONNZ 987VODAFONENEWZEALAND 943SKyNETWORKTELEVISION 903BANKOFNEWZEALAND 809WESTPACBANK 634EMIRATESAIRLINES 628MASTERCARDINTERNATIONAL 603KIWIBANK 599NZLOTTERIESCOMMISSION 588VISANZ 542RETIREMENTCOMMISSION 528MCDONALD'SSySTEMOFNZ 505TELEVISIONNEWZEALAND 455COCA-COLAOCEANIA 419(SoURCe: nieLSen MeDiA ReSeARCh ADVeRtiSinG infoRMAtion SeRViCeS 2010)

new Zealand online Display Ad Spend by industry inDUStRy CAteGoRy 2009 2009 2008 2008 % of SPenD nZ$ MiLLion % of SPenD nZ$ MiLLionINVESTMENT,FINANCEANDBANKING 14 9.07 14 8.10TRAVEL&ACCOMMODATION 13 8.70 14 8.00GOVERNMENTDEPARTMENTS 12 7.76 12 7.13TELECOMMUNICATION 10 6.59 12 7.05LEISURE,ENTERTAINMENT&MEDIA 8 5.48 10 5.70AUTOMOTIVE 8 4.90 8 4.69FOOD&BEVERAGE 7 4.32 6 3.25RETAIL 5 3.00 3 1.89HEALTHy,BEAUTy&PHARMACEUTICALS 5 2.96 4 2.26OTHER 4 2.61 3 1.80BUSINESSSERVICES&OFFICEPRODUCTS 4 2.93 5 2.81COMPUTERS 4 2.67 4 2.52INSURANCE 3 1.67 2 1.26HOME&GARDEN 2 1.18 2 0.90REALESTATE 1 0.47 1 0.78(SoURCe: iAB nZ/PWC)

❚ e-CoMMeRCe

Therearenowaround1.5millionKiwiswhoshoponline.(SoURCe: SCooP/nieLSen)

Inthelastquarterof2009,morethan40%ofNewZealandersaged15oroverhaveboughtsomethingonlinein the past year.(SoURCe: StAtiStiCS neW ZeALAnD)


What filipinos did online in 2009, by GenderfeAtUReS eVeR USeD totAL % of MALeS feMALeS ('000) ('000) % ('000) %NEWSPAPER/NEWS 656 1.82 416 2.34 240 1.32EMPLOyMENTOPPORTUNITIES 676 1.88 384 2.16 292 1.61WEATHERFORECAST 306 0.85 195 1.1 111 0.61TRAVEL 165 0.46 58 0.33 107 0.59DOWNLOADINGMUSIC 1,671 4.65 943 5.3 728 4.01DOWNLOADS-GAMES 2,211 6.15 1,339 7.52 872 4.8DOWNLOADS-VIDEOS 1,292 3.59 700 3.93 592 3.26DOWNLOADS-FILES/SOFTWARE 772 2.15 412 2.31 361 1.99DOWNLOADS-PICTURES 1,828 5.08 867 4.87 961 5.29SPORTS 879 2.44 702 3.94 177 0.98ACADEMICSTUDy/RESEARCH 2,526 7.03 1,376 7.73 1,149 6.33PERSONALRESEARCH/ GENERALBROWSING 2,628 7.31 1,248 7.01 1,381 7.61USINGEMAIL 5,334 14.83 2,578 14.48 2,756 15.18ONLINEBANKING 253 0.7 117 0.66 136 0.75CHATTING 4,946 13.76 2,337 13.13 2,609 14.37PLAyINGGAMES(ONLINE) 4,369 12.15 2,921 16.41 1,448 7.98BUSINESSINFORMATION 512 1.42 274 1.54 238 1.31HEALTHINFORMATION 882 2.45 354 1.99 528 2.91CINEMALISTINGS/EVENTSGUIDE 222 0.62 126 0.71 96 0.53LISTENINGTOONLINERADIO 978 2.72 506 2.84 472 2.6INTERNETPHONE 349 0.97 178 1 172 0.95INTERNETFAX 102 0.28 63 0.35 39 0.21VIDEOCONFERENCING 637 1.77 276 1.55 360 1.98SOCIALNETWORKING 6,324 17.59 3,168 17.79 3,156 17.39BLOGS/ONLINEJOURNAL 989 2.75 544 3.06 444 2.45OTHERS 786 2.19 416 2.34 370 2.04NO 957 2.66 441 2.48 517 2.85CAN'TREMEMBER 1 0 1 0.01 – –USEDTHEINTERNET OVER12MONTHSAGO 3,501 9.74 1,819 10.22 1,681 9.26NEVERUSEDTHEINTERNET 20,652 57.44 9,858 55.37 10,794 59.47(SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS)

What filipinos did online in 2009, by AgefeAtUReS USeD AGe of inteRnet USeRS 10-19 20-29 30-39 40+ ('000) % ('000) % ('000) % ('000) %NEWSPAPER/NEWS 169 1.78 249 3.07 166 2.36 72 0.63EMPLOyMENTOPPORTUNITIES 72 0.76 318 3.93 231 3.29 55 0.48WEATHERFORECAST 26 0.27 136 1.68 117 1.67 27 0.24TRAVEL 17 0.18 46 0.57 70 1 32 0.28DOWNLOADINGMUSIC 756 7.97 652 8.05 228 3.25 35 0.31DOWNLOADS-GAMES 1,090 11.49 764 9.43 317 4.51 40 0.35DOWNLOADS-VIDEOS 578 6.09 470 5.8 225 3.2 18 0.16DOWNLOADS-FILES/SOFTWARE 277 2.92 304 3.75 143 2.04 48 0.42DOWNLOADS-PICTURES 696 7.34 735 9.08 328 4.67 69 0.61SPORTS 379 4 268 3.31 183 2.6 48 0.42ACADEMICSTUDy/RESEARCH 1,474 15.54 723 8.93 198 2.82 130 1.15GENERALBROWSING 967 10.2 920 11.36 504 7.17 238 2.1USINGEMAIL 1,836 19.36 1,895 23.4 959 13.65 644 5.68ONLINEBANKING 42 0.44 136 1.68 53 0.75 22 0.19CHATTING 1,923 20.27 1,736 21.44 868 12.35 419 3.69PLAyINGGAMES(ONLINE) 2,671 28.16 1,292 15.95 276 3.93 131 1.15BUSINESSINFORMATION 48 0.51 136 1.68 209 2.97 119 1.05HEALTHINFORMATION 204 2.15 271 3.35 232 3.3 175 1.54CINEMALISTINGS/EVENTSGUIDE 71 0.75 96 1.19 47 0.67 9 0.08LISTENINGTOONLINERADIO 524 5.52 308 3.8 128 1.82 18 0.16INTERNETPHONE 135 1.42 76 0.94 108 1.54 30 0.26INTERNETFAX 26 0.27 21 0.26 36 0.51 18 0.16VIDEOCONFERENCING 248 2.61 249 3.07 80 1.14 60 0.53SOCIALNETWORKING 3,120 32.89 2,217 27.38 759 10.8 228 2.01BLOGS/ONLINEJOURNAL 438 4.62 367 4.53 153 2.18 31 0.27OTHERS 417 4.4 232 2.86 67 0.95 69 0.61NO 445 4.69 345 4.26 87 1.24 81 0.71USEDTHEINTERNET OVER12MONTHSAGO 894 9.43 991 12.24 682 9.71 934 8.23NEVERUSEDTHEINTERNET 3145 33.16 3381 41.75 4,708 67.01 9,419 83.02(SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS)

how Long filipinos Spent online in 2009, by GendertiMe SPent GenDeR of inteRnet USeRS on inteRnet totAL % of MALeS feMALeS ('000) USeRS ('000) % ('000) %At hoMe in PASt Month LESSTHAN5HOURS 1,206 3.35 625 3.51 582 3.215-9HOURS 456 1.27 262 1.47 195 1.0710-19HOURS 594 1.65 288 1.62 306 1.6920+HOURS 1,202 3.34 486 2.73 715 3.94eLSeWheRe in PASt Month LESSTHAN5HOURS 4,439 12.35 2,527 14.19 1,912 10.535-9HOURS 1,493 4.15 798 4.48 696 3.8310-19HOURS 996 2.77 427 2.4 569 3.1320+HOURS 1,499 4.17 846 4.75 653 3.6(SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS)

how Long filipinos Spent online in 2009, by AgeTiMe SPent AGe of inteRnet USeRS on inteRnet 10-19 20-29 30-39 40+ ('000) % ('000) % ('000) % ('000) %At hoMe in PASt MonthLESSTHAN5HOURS 318 3.35 299 3.69 355 5.05 235 2.075-9HOURS 160 1.69 108 1.33 77 1.1 111 0.9810-19HOURS 234 2.47 189 2.33 113 1.61 57 0.520+HOURS 505 5.32 380 4.69 212 3.02 104 0.92eLSeWheRe in PASt Month LESSTHAN5HOURS 2,427 25.59 1,324 16.35 467 6.65 221 1.955-9HOURS 691 7.29 431 5.32 165 2.35 206 1.8210-19HOURS 413 4.35 371 4.58 181 2.58 31 0.2720+HOURS 757 7.98 532 6.57 165 2.35 45 0.4(SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS)


Online ad spend is estimated to take up just 1% of the Philippines'US$3billionadmarket.(SoURCe: CoMPUteRWoRLD PhiLiPPineS/iMMAP)

The Philippines is ranked eighth in the world in terms of the countries with the highest number of Facebook users. Thecountryhasmorethan10.64millionFacebookusers.(SoURCe: teChCRUnChieS/WeBSite MonitoRinG)

Filipinos are twice as likely to click on online banners advertising mobile phones than they are the ones advertising cars.(SoURCe: teChCRUnChieS/yAhoo!)

Friendster owes much of its success to the Philippines. More than 12 million Filipinos are active Friendster users every month.(SoURCe: thoMAS CRAMPton/fRienDSteR)

In a global survey, online Filipinos ranked fourth in terms of showing the most trust in search engines as a paid avertisingchannel,with56%showingthemosttrustinthem.(SoURCe: the nieLSen CoMPAny)

In the same survey, online Filipinos ranked fifth in terms of showing the most trust in online video ads as a paid avertisingchannel,with53%showingthemosttrustinthem.(SoURCe: the nieLSen CoMPAny)

the Philippines' top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)yAHOO!SITES 4,278GOOGLESITES 3,773FACEBOOK 3,514FRIENDSTER 2,892MICROSOFTSITES 1,538WIKIMEDIAFOUNDATIONSITES 1,494ASKNETWORK 1,137MULTIPLy 915AOL 914THEMOZILLAORGANISATION 895(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS)

the Philippines' top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 1,766y8 693yAHOO!GAMES 348LEVELUPGAMES.PH 283WILDTANGENTNETWORK 207CPMSTAR 146MINICLIP 120EAONLINE 114NICKELODEONCASUALGAMES 114SPILGAMES 100AOLGAMES 63(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS)

❚ DeMoGRAPhiCS

There are now 24 million internet users in the Philippines, representingapenetrationrateof24.5%.(SoURCe: inteRnetWoRLDStAtS)

BroadbandpenetrationislowinthePhilippines,atjust5%.(SoURCe: AfP/StRAteGy AnALytiCS)

There were expected to be around 2 million broadband usersinthePhilippinesbytheendof2009.(SoURCe: inqUiReR)

The number of internet users in the Philippines grew at a rateof1,100%between2000and2009.(SoURCe: CiMiGo/inteRnetWoRLDStAtS)

Fixed broadband service revenues are expected to grow at aCAGRof16.2%in2010.(SoURCe: PyRAMiD ReSeARCh)

the Philippines' internet Users 2009 totAL USeRS ('000) % of USeRSGenDeRMALE 6,127 34.41FEMALE 5,676 31.27AGe10-19 5,447 57.4320-29 3,727 46.0230-39 1,636 23.2840+ 993 8.75hoUSehoLD inCoMePHP10,000ANDBELOW 1,245 13.54PHP10,001-15,000 548 36.85PHP15,001-20,000 184 59.35PHP20,001-25,000ORPHP25,001-30,000 140 56.22PHP30,001-35,000ORPHP35,001-40,000 28 37.33PHP40,001-45,000ORPHP45,001-50,000 22 68.75PHP50,001&ABOVE 16 66.67(SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS)

❚ USeR BehAVioUR

EntertainmentreachinthePhilippinesstoodat78.2%asofAugust2009,withFilipinointernetusersspendinganaverageof2.5hoursonlineonentertainment.(SoURCe: CoMSCoRe)

Asizeable87%ofFilipinouniqueinternetusersaresocialnetworkusers,representing3.92millionpeople.(SoURCe: CoMSCoRe)

InternetusersinthePhilippinesspentanaverageof17.8hoursonlineinAugust2009.(SoURCe: CoMSCoRe)

More than two fifths of online users in the Philippines (42.8%) go online for news or information.(SoURCe: CoMSCoRe)

PrettymuchallonlineFilipinos(98%)havewatchedvideoonline.Morethantwothirds(67.61%)ofthemhaveuploaded a video to a sharing site.(SoURCe: UniVeRSAL MCCAnn)

Only 21% of online Filipinos would fail to cope without the internet, according to one survey.(SoURCe: BBC)

The main concern of Filipinos when engaging online is violentorexplicitcontent,with71%ofrespondentssayingthis was the case. (SoURCe: BBC)

Filipinos are comfortable with online dating, with 42% of them saying they felt the internet was a good place to meet that special someone.(SoURCe: BBC)

Boats at Boracay beach

the PhiLiPPineS


the Philippines' top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 1,870AMAZONSITES 621APPLEWORLDWIDESITES 422ALIBABA.COM 175yAHOO!SHOPPING 165HEWLETTPACKARD 95WARESEEKER 90AMERICANGREETINGSPROPERTy 86SAMSUNGGROUP 56ZAZZLE 47SHOPPING.COMSITES 42(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS)

the Philippines' top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 3,570yOUTUBE 2,597CBSINTERACTIVE 850AOLMUSIC 660VEVO 604ITUNESSOFTWARE(APP) 566VIACOMDIGITAL 456GORILLANATION 354TURNERSPORTS&ENTERTAINMENTDIGITALNETWORK 342LYRICSMODE 311BREAK MEDIA 308(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS)

❚ e-CoMMeRCe

Online retail has a 40.2% reach in the Philippines.(SoURCe: CoMSCoRe)

Comparison shopping has yet to take off in the Philippines, withjust8.5%reach.(SoURCe: CoMSCoRe)

One third of Filipino internet users have bought something because it had been discussed with or recommended by an online friend.(SoURCe: BRitiSh CoUnCiL)

Just 3% of Filipinos engage in online banking or e-commerce.(SoURCe: teChnoGRAPh/yAhoo!)

top online Retail Subcategories in the PhilippinesCAteGoRy % ReAChRETAIL 40.2 COMPARISONSHOPPING 8.5BOOKS 15.0COMPUTERHARDWARE 10.8CONSUMERELECTRONICS 4.8COMPUTERSOFTWARE 11.4APPAREL 5.4HEALTHCARE 1.7MALL 0.4FRAGRANCES/COSMETICS 0.9RETAIL-MUSIC 2.5RETAIL-FOOD 0.5DEPARTMENTSTORES 1.1TICKETS 0.4FLOWERS/GIFTS/GREETINGS 2.9JEWELRy/LUXURyGOODS/ACCESSORIES 1.5CONSUMERGOODS 0.5SPORTS/OUTDOOR 1.4HOMEFURNISHINGS 0.8TOYS 1.4(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Therearearound73millionmobilesubscribersinthePhilippines.(SoURCe: BUDDe.CoM)

MobilepenetrationratesinthePhilippinesarenowat87%.(SoURCe: PyRAMiD ReSeARCh)

The Philippines is ranked number one in the world for SMS usage.(SoURCe: BUDDe.CoM)

Mobile Filipinos send more than 2 billion SMS messages to each other every day.(SoURCe: CoMPUteRWoRLD PhiLiPPineS/iMMAP)

Overtwodaysduringthe2009ChristmasandNewyearperiod,Filipinossent2.63billionSMSmessagestoeachother.(SoURCe: BMi/ACiSion)

Mobile data revenues in the Philippines are projected to growataCAGRof9.6%in2010.(SoURCe: PyRAMiD ReSeARCh)

Mobile phones are allowing Filipinos to "save face", with almosthalfofrespondentsinthePhilippines(49%)sayingthey preferred using their phones when they had to communicate negative messages. (SoURCe: MeDiA/SynoVAte)

Filipinosmademorethan459millionmobileadrequestsontheAdMobnetworkoverQ42009.(SoURCe: ADMoB)

MobileinternetusersinthePhilippinesaveraged437pageviewsperuserinDecember2009,63%morethanDecember 2008.(SoURCe: oPeRA)

Shipments of smartphones to the Philippines are expected toreach1.36millionunitsin2010,17%upon2009.(SoURCe: iDC)

the Philippines' top Mobile SitesRAnK Site1 FACEBOOK2 GOOGLE3 FRIENDSTER4 YAHOO! 5 yOUTUBE6 WIKIPEDIA.ORG7 SyMBIANIZE8 ZEDGE.NET9 WIKIPEDIA.ORG10 PINOyWAP.NET(SoURCe: oPeRA SoftWARe)

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Online gaming sites have an average monthly reach of 41.2%inSingapore–thehighestintheregion.(SoURCe: CoMSCoRe)

Singaporeansspentmorethananhour(66.5minutes)permonthonaverageononlinegamingsitesin2009,visitingonaverage7.2timespermonth.(SoURCe: CoMSCoRe)

Morethanathird(37.46%)ofSingaporeanactiveinternetusers have uploaded a video to a video sharing site.(SoURCe: UniVeRSAL MCCAnn)

Nearlyhalf(49.3%)ofSingaporeansturntotheinternetfor news and information.(SoURCe: CoMSCoRe)

Nearlytwofifths(38%)ofSingapore'sbabyboomers(aged45+)goonline,around60%ofthemfornewsandinformation; 20% for online chat or instant messaging; 19%toshoponlineand11%forSNSvisits.(SoURCe: BUSineSS tiMeS/CoUnCiL foR the thiRD AGe)

What Singaporeans do onlinefeAtUReS USeD ('000) % of USeRS % of MALe % of feMALe USeRS USeRSEMAIL 2,150 56.64 53.72 46.28ACCESSADULTSITES 66 1.74 74.24 25.76ACCESSCLASSIFIEDADS 170 4.48 66.47 33.53ACCESSEDUCATIONSERVICES 404 10.64 47.77 52.23ACCESSNEWS/CURRENTAFFAIRS 891 23.47 59.82 40.07ACCESSNEWSGROUP/ BULLETINBOARD 99 2.61 64.65 35.35BLOGGING/POSTINGONLINEJOURNAL 381 10.04 45.14 54.86BUyPRODUCTS/SERVICES 414 10.91 56.28 43.72CHATROOMS/INTERNETRELAyCHATS 167 4.40 64.67 35.93DOWNLOADMEDIAFILE 385 10.14 62.60 37.40DOWNLOADSOFTWARE/FILES 552 14.54 65.22 34.78FINANCIALSERVICES 732 19.28 57.79 42.21GATHERCOMPANyRESEARCH 977 25.74 56.70 43.30GATHERPRODUCTS/SERVICESINFO 1,358 35.77 54.49 45.51GENERALSURFING 1,554 40.94 53.67 46.33INSTANTMESSAGING 997 26.26 53.46 46.54INTERNETPHONE 173 4.56 64.16 35.84JOBHUNTING 295 7.77 56.27 43.73LISTENTOMUSIC 882 23.23 55.10 44.90PARTICIPATEINAUCTIONS 83 2.19 77.11 22.89PARTICIPATEINSOCIAL NETWORKINGPORTALS 854 22.50 50.23 49.77PLAyGAMES 728 19.18 58.24 41.76POSTPHOTOSONLINE 317 8.35 45.43 54.57READE-MAGAZINES 159 4.19 64.78 35.85READE-NEWSPAPERS 495 13.04 61.62 38.38VIDEOCONFERENCING 142 3.74 69.72 30.28WATCHMOVIE/TV/VIDEO 1,173 30.90 54.90 45.01OTHERS 171 4.50 57.31 42.69(SoURCe: nieLSen MetRix SinGAPoRe; ALL PeRSonS 15+)

how Long Singaporeans Spent online in 2009tiMe SPent onLine totAL in AVeRAGe DAy ('000) % of USeRSLESSTHAN30MINUTES 179 4.7230MINUTES-1HOUR 348 9.171-2HOURS 593 15.622-3HOURS 462 12.173-4HOURS 346 9.114-5HOURS 176 4.645-6HOURS 134 3.536-7HOURS 44 1.16MORETHAN7HOURS 240 6.32(SoURCe: nieLSen MeDiA inDex SinGAPoRe; ALL ReSPonDentS)


Onlineadspendin2009wasestimatedatUS$16millionandisexpectedtoincreaseslightlyto$17millionin2010.By2010,onlineadspendisexpectedtocometoUS$19million.(SoURCe: ZenithoPtiMeDiA)

According to the IAB Singapore however, oline ad spend in 1H2009cametoS$30.2million(US$22.2million).(SoURCe: iAB SinGAPoRe)

Digital is expected to represent 20% of Singapore's overall marketing spend by 2020.(SoURCe: ADMAx/DMS)

Lessthanonefifth(19%)ofSingaporeanssaythatonlinemarketing has increased their interest in a particular brand, while 24% say it has not impacted their interest levels at all.(SoURCe: DiGitAL MeDiA/tnS)

Nearlyhalf(48%)ofonlineSingaporeansdonottrustpop-ups and pop-unders.(SoURCe: DiGitAL MeDiA/tnS)

Nearlythreequarters(72.3%)ofallsearchactivityinSingaporetakesplaceonGoogle.(SoURCe: CoMSCoRe)

Onlinetookupanestimated6%ofoveralladbudgetsinSingaporein2009.(SoURCe: iAB SinGAPoRe)

Singapore's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)GOOGLESITES 2,198MICROSOFTSITES 2,062yAHOO!SITES 1,871FACEBOOK 1,567WIKIMEDIAFOUNDATIONSITES 895APPLE 731SPHGROUP 637FRIENDSTER 632CBSINTERACTIVE 601ASKNETWORK 568(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS

Singapore's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 1,093Y8 242WILDTANGENTNETWORK 198NEXON 187MINICLIP 171MSNGAMES 124VIWAWA 110GAMANIADIGITALENTERTAINMENT 96yAHOO!GAMES 86IJJI 79NICKELODEONCASUALGAMES 74(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS)

Singapore's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 1,450APPLEWORLDWIDESITES 495AMAZONSITES 386ALIBABA.COM 166DELL 127HEWLETTPACKARD 84SINGTELSHOP 80GMARKET.COM.SG 65SAMSUNGGROUP 64AMERICANGREETINGSPROPERTy 57TyREPAC 54(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS

Singapore's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 2,110yOUTUBE 1,495CBSINTERACTIVE 601MEDIACORP 464ITUNESSOFTWARE(APP) 440VEVO 356VIACOMDIGITAL 338GORILLANATION 278IMEEM 269BREAKMEDIANETWORK 218METACAFE 213(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS

❚ DeMoGRAPhiCS

Singaporehasmorethan3.37millioninternetusers.(SoURCe: inteRWoRLDStAtS)

Singapore has more broadband accounts than homes however. Taking into consideration multiple accounts, the citystate'sbroadbandpenetrationrateisnowat148.9%,representingmorethan5.96millionsubscriptions.(SoURCe: iDA)

Singapore's internet user numbers have grown by 181% between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

Singapore's internet Users 2009USeD inteRnet in PASt 12 MonthS totAL USeRS % of (000) USeRSGenDeRMALE 1,334 52.92FEMALE 1,187 47.08AGe15-17 180 7.1418-19 122 4.8420-24 326 12.9325-29 370 14.6830-34 359 14.2435-39 340 13.4940-44 277 10.9945-49 224 8.8950-54 139 5.5155-59 82 3.2560+ 102 4.05MonthLy hoUSehoLD inCoMeS$750ANDBELOW 17 0.67S$751-1000 40 1.59S$1001-1500 49 1.94S$1501-2000 120 4.76S$2001-2500 114 4.52S$2501-3000 140 5.55S$3001-3500 146 5.79

S$3501-4000 172 6.82S$4001-5000 284 11.27S$5001-6000 238 9.44S$6001-7000 196 7.77S$7001-10000 497 19.71S$10001-15000 274 10.87MORETHAN15000 234 9.28(SoURCe: nieLSen MeDiA inDex SinGAPoRe; ALL ReSPonDentS)

❚ USeR BehAVioUR

Singaporeansspentanaverageof1,315.8minutesamonthonlinein2009,goingonlineanaverageof39.3timeseverymonth.(SoURCe: CoMSCoRe)

Morethanthreequarters(77%)ofSingaporeansaresocialnetwork users, numbering more than 2 million people.(SoURCe: CoMSCoRe)

OfSingapore'sactiveinternetuseruniverse,around1.6millionactivelymanagetheirSNSprofiles.(SoURCe: UniVeRSAL MCCAnn)

Singaporeans are amongst the keenest searchers in the region, averaging 124.8 searches per searcher, above the regional average (84.4 searches).(SoURCe: CoMSCoRe)

EntertainmentreachinSingaporestoodat79.2%,asofAugust2009.(SoURCe: CoMSCoRe)

Online Singaporeans like multitasking when they are online, withnearlytwothirdsofthem(62%)alsowatchingTVatthe same time offline.(SoURCe: DiGitAL MeDiA/tnS)

Cityscape showing the Merlion and the financial district

SinGAPoRe


trust in Media Channels in Singapore MeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLyRECOMMENDATIONSFROMFRIENDSANDFAMILy 49INDEPENDENTREVIEWSINPUBLICATIONS 25MANUFACTURERS/BRANDSWEBSITESCONSUMEROPINIONINBLOGS 15TVADS 17NEWSPAPERADS 18ADSTHATAPPEARONSEARCHENGINES 7BANNERADSONWEBSITES 7ADSINVIRTUALWORLDS 5ADSINVIDEOGAMES 4ADS VIA MOBILE SMS 8(SoURCe: tnS/DiGitAL MeDiA)

❚ e-CoMMeRCe

Morethanhalf(53.8%)ofSingaporeaninternetusershavevisited an online retailer.(SoURCe: CoMSCoRe)

Just9.6%ofonlineSingaporeanshavevisitedacomparisonshopping site.(SoURCe: CoMSCoRe)

IntheyearendedMarch2009,SingaporeaninternetusersspentonaverageUS$1,892peruserononlineshoppingoninternational sites.(SoURCe: ViSA)

Of those Singaporeans who do shop on international retail sites,61%shopmainlyatUSsites.(SoURCe: ViSA)

More than 40% of Singapore's online users (around 1.2 million people) visited an online travel site in January 2010, 44% more than the same time last year.(SoURCe: CoMSCoRe)

Morethanhalf(53.5%)ofSingaporeanvisitorstotravelsitesareagedbetween25-44.(SoURCe: CoMSCoRe)

What Singaporeans Buy online inteRnet USeR AGe (% of USeRS) iteMS PURChASeD 15-24 25-34 35-49 50-59 60+ 15+ TRAVELPRODUCTS 18 39 48 35 67 38CLOTHING,FOOTWEAR,SPORTING GOODSORACCESSORIES 56 36 21 12 – 33TICKETFORENTERTAINMENTEVENT 29 33 33 24 4 31BOOKS,MAGAZINES,NEWSPAPER (INPHySICALFORM) 7 11 15 12 7 11BOOKS,MAGAZINES,NEWSPAPER (INDIGITALFORM) 4 5 11 5 9 7COMPUTERSOFTWARE(INDIGITALFORM) 4 5 6 13 20 6COMPUTEREQUIPMENTORPARTS 4 4 6 9 43 5FOODORGROCERIES 3 7 5 3 6 5ITANDTELECOMMSERVICES 4 5 5 7 16 5OTHERS 2 6 5 8 – 5FINANCIALPRODUCTS 1 3 5 3 22 4MUSICPRODUCTS(INPHySICALFORM) 7 2 4 1 – 4COMPUTERORVIDEOGAMES (INDIGITALFORM) 3 1 3 4 – 3PHOTOGRAPHIC,TELECOMMUNICATION OROPTICALEQUIPMENT 4 3 3 2 – 3BOOKING(S)FORSPORTSFACILITy 2 1 1 3 – 2COMPUTERORVIDEOGAMES (INPHySICALFORM) 3 1 2 – – 2MOVIES,SHORTFILMSORIMAGES (INDIGITALFORM) 1 2 2 3 – 2MOVIES,SHORTFILMSORIMAGES (INPHySICALFORM) 2 2 3 – – 2MUSICPRODUCTS(INDIGITALFORM) 2 1 3 2 9 2HEALTHRELATED/FACIALPRODUCTS 1 2 3 6 – 2 COMPUTERSOFTWARE(INPHySICALFORM) 2 1 – 3 14 1ELECTRONICPRODUCTS 1 1 2 – – 1HAMPERS/FLOWERS – 1 1 3 – 1(SoURCe: iDA jUne 2009; PeRSonS Who hAVe PURChASeD onLine in LASt 12 MonthS)

❚ MoBiLe

Themobilepenetrationratenowstandsat137.9%.(SoURCe: iDA)

Singaporeans are as receptive to mobile advertising as theirMalaysianpeers,withnearlyonequarter(24%)ofSingaporeans saying they can recall mobile ad campaigns.(SoURCe: DiGitAL MeDiA/tnS)

Singaporeans sent more than 2 billion SMS messages to eachotherinQ42009.(SoURCe: iDA)

Nearlyonethird(32%)ofSingaporeansdonottrustmobileSMS ads.(SoURCe: DiGitAL MeDiA/tnS)

Singaporeans are keen users of mobile internet services, with60%sayingtheyregularlyusedmobilewebandmobile applications.(SoURCe: ACiSion)

SingaporehasoneofthelowestmobileSNStake-upsinAsia,with25%ofSingaporeansusingtheirmobiletovisitsocial media sites.(SoURCe: teLeCoMASiA/iDC)

SingaporeanslovetheirphonesmorethanmostinAsia–89%ofthemneverleavethehousewithouttheirtrustyphones,whilenearlyhalf(49%)ofthemsaythattheysimply cannot live without their mobiles.(SoURCe: MeDiA/SynoVAte)

MobileinternetusersinSingaporeaveraged257pageviewsperuserinDecember2009,426.2%morethaninDecember 2008.(SoURCe: oPeRA)

What Singaporeans do on their Mobiles AGe (% of USeRS)ACtiVity 15-24 25-34 35-49 50-59 60+ ALL ReSiDentS SENDINGORRECEIVINGSMS 98 96 88 65 40 82EMAIL 56 58 44 27 13 41WEBBROWSING 22 29 24 14 6 19PLAyINGORDOWNLOADING COMPUTERORVIDEOGAMES 37 16 8 4 – 19INSTANTMESSAGING 37 23 13 5 3 17SOCIALNETWORKS 33 20 6 1 – 13READINGONLINENEWSPAPERS 11 17 16 8 5 12MOBILEBANKING 5 17 14 8 3 10DOWNLOADINGORLISTENINGTO ONLINEMUSIC 22 10 5 2 1 9PAyINGFORGOODSORSERVICES 7 18 11 6 3 9ONLINEGOVERNMENTSERVICES 3 11 13 6 7 8DOWNLOADINGORWATCHING MOVIES,SHORTFILMSORIMAGES 16 9 3 2 – 6BLOGGING/READINGBLOGS CREATEDByOTHERS 17 8 2 1 1 6PEER-TO-PEER 12 10 6 2 1 6READINGONLINEMAGAZINES 3 6 5 2 1 4CHATROOMS 12 5 2 1 – 4SENDINGORRECEIVINGDIGITAL PHOTOGRAPH(S) 6 5 3 1 1 4SENDINGORRECEIVINGMMS 5 5 3 1 1 3CREATING/MAINTAININGOWNBLOGS 7 4 1 – – 3VOIP 5 5 3 2 1 3LISTENINGTOWEBRADIO 5 3 1 1 – 2DOWNLOADINGORUPLOADINGOTHER MEDIA(E.G.DIGITALPHOTOGRAPHS) 5 2 1 1 – 2WATCHINGWEBTELEVISION 4 2 1 – – 2FORUMDISCUSSION/POSTINGOF FEEDBACK, ADVICE (E.G.PRODUCTREVIEWS) 4 2 1 – – 2DOWNLOADINGRINGTONES,GAMES 2 1 – – – 1READINGELECTRONICBOOKS 2 2 1 – – 1(SoURCe: iDA jUne 2009

Untitled-1 1 4/30/2010 5:36:11 PM


❚ USeR BehAVioUR

WhyareSouthKoreansonline?Information.Themajorityof internet users in the country go online for this reason (89.4%ofusers),thenextmostpopularreasonbeingleisure activities (88.4%).(SoURCe: KCC/KiSA)

Nearlythreequarters(74.2%)ofonlineSouthKoreanswentonlinefornewsandinformationinAugust2009.(SoURCe: CoMSCoRe)

South Korean internet users collectively spent more than 618billionminutesonlinein2009.(SoURCe: CoMSCoRe)

South Koreans spend the longest time online than anyone elseinAsia,averagingnearly30hours(1,797.8minutes)ofonlinetimepermonthperuserin2009.Thatisfarabovethe regional average of 1,008.4 minutes and well past the globalaveragetoo(1,376.7minutes).(SoURCe: CoMSCoRe)

South Korea has the highest entertainment reach in the region,standingat83.8%inAugust2009andexceedingtheregionalaverageof71.2%.SouthKoreansaveraged2.7hoursonlineonentertainmentinAugust2009.(SoURCe: CoMSCoRe)

OnlinegamingreachinSouthKoreawas34.2%in2009.Atotalof9.77millionSouthKoreansplayedonlinegamespermonthin2009,withusersvisitingonlinegamingsitesonaverage11.9sitesamonth.(SoURCe: CoMSCoRe)

Morethanhalf(57%)ofSouthKoreaninternetusersareSNSusers,representingmorethan16.63millionpeople.(SoURCe: CoMSCoRe)

Justoverhalf(51%)ofSouthKorea'sinternetusershaveused instant messenger in the past year.(SoURCe: KCC/KiSA)

Nearlytwofifths(39.6%)ofinternetusersinthecountrywatch TV online and 80.4% of them do it at least once a week. Online TV is favoured most by users in their 20s, with64.6%ofusersinthisagerangedoingthis.(SoURCe: KCC/KiSA)

Nearlyhalfofallinternetusersinthecountry(46.2%)watchmoviesonlineand40.9%watchitatleastonceaweek. And again the most enthusiastic viewers are in their 20s(76.8%ofusersinthisagerange).(SoURCe: KCC/KiSA)

ThreequartersofSouthKorea'sjobhuntersgoonlineforleads, compared to just 13.3% who turn to the newspaper.(SoURCe: KCC/KiSA)

South Koreans collectively conducted more than 4 billion searchesinDecember2009,44%morethanin2008.(SoURCe: CoMSCoRe)

Nearlyhalf(49.3%)ofallsearchactivityinSouthKoreainSeptember2009tookplaceonsearchengineNaver.com.(SoURCe: CoMSCoRe)

South Koreans are the most enthusiastic searchers of the region,averaging133.1searchesperuserinAugust2009,wayabovetheregionalaverageof84.5searchesperuser.(SoURCe: CoMSCoRe)

how Long South Koreans Spend online % of inteRnet USeRSfReqUenCyATLEASTONCEADAy 77.2ATLEASTONCEAWEEK 22.1ATLEASTONCEAMONTH 0.4LESSTHANONCEAMONTH 0.3tiMe SPent onLine PeR WeeKLESSTHAN1HOURS 1.81-3HOURS 8.03-7HOURS 11.27-14HOURS 30.914-21HOURS 24.223-35HOURS 16.735HOURSANDMORE 7.4WEEKLyAVERAGEHOURS 13.9(SoURCe: KCC/KiSA noVeMBeR 2009)

Why South Koreans go online PURPoSe % of USeRSFORGETTINGINFORMATION 89.4LEISUREACTIVITIES 88.4COMMUNICATING 87.0INTERNETSHOPPING/SELLING 56.4EDUCATION/LEARNING 52.5MANAGINGHOMEPAGE 44.8ONLINECOMMUNITy 43.8FINANCIALTRANSACTION 36.9FILESHARINGSERVICE 19.8E-GOVERNMENTSERVICE 13.1SOFTWAREDOWNLOAD/UPGRADE 8.6JOBSEARCH 7.1(SoURCe: KCC/KiSA noVeMBeR 2009)


OnlineadspendinSouthKoreain2009wasestimatedtocometoUS$1.23billion.Thatnumberisexpectedtoriseto$1.39billionin2010.(SoURCe: ZenithoPtiMeDiA)

By 2012, online ad spend in South Korea is expected to cometoUS$1.69billion.(SoURCe: ZenithoPtiMeDiA)

South Korea's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)NHN 23,307LyCOSSITES 20,996SKGROUP 18,492CyWORLD 15,552GRETECH 14,066yAHOO!SITES 13,296MICROSOFT SITES 12,411GOOGLESITES 12,345KTGROUP 11,741JMNET(JOONGANGMEDIANETWORK) 11,085(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK LoCAtionS)

South Korea's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 9,777HANGAME 3,439NETMARBLE 3,317NEXON 3,183NATE.COMAPPSTORE 2,985GAMANIADIGITALENTERTAINMENT 1,114NATE.COMGAMES 549yAHOO!GAMES 531GAMETREE.CO.KR 528JOyCITy 336WEMADE 218(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK LoCAtionS)

❚ DeMoGRAPhiCS

Therearecurrentlyaround37.47millioninternetusersinSouthKorea,representingapenetrationrateof77.3%,thehighest in the region.(SoURCe: inteRnetWoRLDStAtS)

South Korea has the highest 'high broadband' penetration rateonearth–10%ofallbroadbandconnectionsinthecountryhavespeedsof25Mbpsormore.Overall,itisthirdin the world for overall broadband connections ranked by speed,with89%ofbroadbandconnectionsbeingdeliveredat 2 Mbps or more.(SoURCe: AKAMAi)

Thereareestimatedtonowbemorethan16millionbroadband subscribers in South Korea.(SoURCe: yonhAP)

SouthKorea'sinternetuserpopulationgrewby96%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

South Korea is number one in the world when it comes to homebroadbandconnections,with95%ofhomesinthecountry now broadband-connected.(SoURCe: AfP/StRAteGy AnALytiCS)

There are now around 2 million internet-TV subscribers in South Korea, just two years after the service was launched.(SoURCe: yonhAP)

Prettymuchallofthecountry'sinternetusers(99.3%)goonline more than once a week, the vast majority doing so fromhome(97.3%ofusers).(SoURCe: KCC/KiSA)

South Korea's internet Users 2009 % of USeRSGenDeRMALE 53.6FEMALE 46.4AGe15-24 18.425-34 22.035-44 22.545-54 14.055+ 6.3StUDyinG StAtUSSTUDENTS 31.2NONSTUDENTS 68.8eDUCAtion ELEMENTARySCHOOLANDBELOW 20.2HIGHSCHOOL 9.1COLLEGE 41.1MASTERSANDABOVE 29.6hoUSehoLD inCoMeLESSTHANKRW1MILLION 4.1KRW1-2MILLION 15.0KRW2-3MILLION 35.3MORETHANKRW3MILLION 47.5yeARS of inteRnet USAGeLESSTHAN12MONTHS 0.71-3yEARS 7.33-5yEARS 15.15yEARSANDABOVE 76.8ACCeSS LoCAtionHOME 98.5WORK/SCHOOL 40.3INTERNETCAFE 14.2OTHERS 38.0ACCeSS PointDESKTOP 98.8LAPTOP 24.0MOBILEPHONE 69.5INTERNET-ENABLEDTV 6.6OTHERS 5.8ConneCtion MethoDDIAL-UP 1.0BROADBAND 98.1OTHERS 70.2(SoURCe: APiRA)

GyeongbokPalace(Gyeongbokgung),Seoul

58 asia pacific digital marketing yearbook

SoUth KoReA


❚ MoBiLe

SouthKoreahasaround47millionmobilesubscribers.Ofthose,6millionaremobileinternetusers.(SoURCe: yonhAP)

SouthKoreacurrentlyhasa99%mobilepenetrationrate.(SoURCe: CoMPAnieSAnDMARKetS)

SouthKoreahasaround20million3Gsubscribers,representing around 44% of the mobile population.(SoURCe: yonhAP)

Around70%ofSouthKoreaninternetusersusetheirphones to go online.(SoURCe: KCC/KiDA)

South Korea's mobile subscriber base is expected to grow by6.7%in2010,drivenbythegrowingpopularityof3G.The3Gsectorisexpectedtogrowby15.3%thisyear.(SoURCe: CoMPAnieSAnDMARKetS)

South Korea's mobile internet services market is expected togrowby16.5%in2010.(SoURCe: yonhAP)

SouthKorea'sthreemobiletelephonycarriers–SKTelecom,KTandLGTelecom–togethernowgeneratearoundKRW2.8trillioninmobiledatarevenues.(SoURCe: KoReA tiMeS)

Nearly26millionSouthKoreanswatchmobileTV,nearly250,000ofwhicharesimultaneouslywatchingiteveryhour.(SoURCe: KoReA tiMeS)

Mobile TV may be popular, but it's early days in terms of revenues. Ad-based mobile TV revenues were not expected toexceedKRW40billionin2009,asin2008.(SoURCe: KoReA tiMeS)

SouthKoreansmadeanaverageof1.72millionmobilebankingtransactionseverydayin2009.(SoURCe: joonGAnG DAiLy/BAnK of KoReA)

Just1.6%ofmobilesubscriberscurrentlyusesmartphones.Thatisexpectedtoriseto4.5%in2010.By2012theyareexpectedtoaccountfor17.5%ofallmobileusage.(SoURCe: joonAnG DAiLy)

According to one survey, nearly one third (30%) of South Korean mobile users have downloaded a full music track on the phone, while 13% have paid for one or more music applicationsontheirphones.Nearlyonefifth(18%)ofmobile users, meanwhile, have watched a music video on their phone.(SoURCe: MiDeMnet/MUSiC MAtteRS/SynoVAte)

Two thirds of South Koreans have bought applications such as ringtones and wallpaper via their mobiles in the last year.(SoURCe: MiDeMnet/MUSiC MAtteRS/SynoVAte)

The emergence of smartphones in South Korea is leading its users to spend 20-30% less time on their PCs.(SoURCe: KoReA tiMeS/etRi)

South Korea's mobile gaming industry generated an estimatedKRW299billionin2009(6%ofthecountry'stotalgamemarket),whichisexpectedtorisetoKRW332billion in 2010.(SoURCe: CReDit SUiSSe/KoReA GAMe White BooK)

South Korean Mobile internet Users 2009inteRnet USeRS USinG MoBiLe AS ACCeSS DeViCe % of inteRnet USeRSGenDeRMALE 70.5FEMALE 69.5AGe10-19 76.120-29 99.230-39 96.340-49 57.750-59 42.360+ 36.2oCCUPAtionPROFESSIONALS/MANAGERS 79.4OFFICEWORKERS 89.4SERVICE/SALES 30.4PRODUCTIONWORKERS 51.6AGRICULTURE/FISHING 41.0STUDENTS 70.2HOUSEWIVES 64.4NOTEMPLOyED/OTHER 37.2eDUCAtionELEMENTARySCHOOLANDBELOW 37.2MIDDLESCHOOL 71.9HIGHSCHOOL 73.1COLLEGEANDABOVE 87.3hoUSehoLD inCoMeLESSTHANKRW1MILLION 64.8KRW1-2MILLION 68.1KRW2-3MILLION 68.7KRW3-4MILLION 71.3MORETHANKRW4MILLION 73.1(SoURCe: KCC/KiSA noVeMBeR 2009; % of inteRnet USeRS thAt ACCeSS the inteRnet ViA theiR MoBiLe)

❚ CASe StUDy

Client: Hachette Ein*s MediaAgency:IsobarKorea(IonGlobalKorea)Campaign: ELLEatZINE

objectives: To create a digital solution for Elle Magazine showcasing Elle's brand partners and connecting them to consumers. Strategy: To create a multi-use interactive platform to reach two audiences: Elle's brand base and the online fashion community such as online readers, bloggers, stylists, fashion lovers, etc.

Details: Isobar created a site that included: all Elle's content; uploaded content from its readers; and a virtual showroom for Elle's brand partners. All the content could be downloaded on to mobile phones. Consumers could purchase direct from the showroom. Consumers could also download an item (barcode) on to their mobile phone and take it to a brand outlet, so they get the exact item in the store that they saw in the magazine or on the site.Results: The campaign generated the following response:- 200,000 signed up members within 20 days.- 1,000,000 pages viewed per day within one month.-26virtualbrandshops,with100onthewaitinglist.-WecreatedanewrevenuegeneratingmodelforElle.- Elle became a direct link between advertisers and consumers.

South Korea's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 19,797GMARKET.CO.KR 9,921NAVER.COMSHOPPING 6,60911ST.CO.KR 5,579SAMSUNGGROUP 5,345INTERPARK 5,169GSESHOP.CO.KR 3,115SHINSEGAE 2,852LOTTE 2,758DNSHOP 2,654ALADDIN.CO.KR 2,311(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK LoCAtionS)

South Korea's top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 23,666GOMTV 13,880SBS(SEOULBROADCASTINGSySTEM) 6,798TAGSTORy 6,510PANDORA.TV 6,389KBS(KOREANBROADCASTINGSySTEM) 6,023MBC(MUNHWABROADCASTINGCORP.) 5,319CBS.CO.KR 5,307NOWCOM 3,604CBSINTERACTIVE 3,390yOUTUBE 3,386(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK LoCAtionS)

❚ e-CoMMeRCe

SouthKoreansmadeKRW166.90trillion'sworthofe-commercetransactions(US$133.82billion)inQ22009alone,11.3%morethanthepreviousquarter.Ofthosetransactions,KRW4.84trillionwereB2CandC2Csales.(SoURCe: joonAnG DAiLy/nSo)

More than half of South Korea's internet users went online tobuyorsellproductsorservices(56.4%)in2009,and62.3%onlypurchasedfromonlinesourcesinthepastyear.(SoURCe: KCC/KiSA)

RetailreachisstronginSouthKorea,at69.4%,thesecondhighest in the region.(SoURCe: CoMSCoRe)

Comparison shopping sites have a sold user based in South Korea, with 44.2% reach, the second highest in the region.(SoURCe: CoMSCoRe)

South Korea is one of three countries leading Asia's dominance in the virtual goods market (the others being ChinaandJapan)generatingaroundUS$1billioninvirtualgoodsrevenuesin2009.(SoURCe: +8*/ViRtUALGooDSneWS.CoM)

Online banking use in South Korea increased by 24.8% in2009.Therearenow59.2milliononlinebankingsubscribers registered in the country.(SoURCe: joonGAnG DAiLy/BAnK of KoReA)

South Koreans now make an average 28 million online bankingtransactionseveryday,representingsome29.5trillionwon(US$25.4billion)perdayin2009.(SoURCe: joonGAnG DAiLy/BAnK of KoReA)

SouthKoreaninternetuserslistentotheirfriends.Nearlyhalf of respondents to a survey (48%) said they had bought something in the past because it was either discussed or recommended by one of their online friends.(SoURCe: BRitiSh CoUnCiL)

Around9%ofSouthKorea'sinternetpopulation(agedabove 18) are online stock traders.(SoURCe: KCC/KiSA)

DigitalmusicsalesinSouthKorearoseby53%inthefirstninemonthsof2009.(SoURCe: ifPi)

South Korea's online Shoppers 2009 % of inteRnet USeRStotAL 62.3GenDeR MALE 55.6FEMALE 70.3AGe12-19 68.020-29 88.630-39 73.540-49 44.150-59 30.160+ 16.0fReqUenCy PeR Month of onLine ShoPPinGLESSTHAN1TIME 39.91-2TIMES 19.92-3TIMES 25.63TIMESANDOVER 14.6LASt tiMe ShoPPeD onLineINTHELASTWEEK 8.11WEEK-1MONTHAGO 15.31-6MONTHSAGO 25.96MONTHS-1yEARAGO 13MORETHAN1yEARAGO 8.3NEVERUSED 29.4MonthLy exPenDitURe on onLine ShoPPinGLESSTHANKRW10,000 15.8KRW10,000-20,000 10.5KRW20,000-30,000 13.5KRW30,000-50,000 20.1KRW50,000-100,000 28.4KRW100,000ANDOVER 11.7(SoURCe: KCC/KiSA noVeMBeR 2009)

What South Koreans Buy onlineiteM % of onLine ShoPPeRSCLOTHING,FOOTWEAR,SPORTINGGOODSANDACCESSORIES 63.7MUSICPRODUCTS 40.3VIDEO(MOVIES/TVPROGRAMMES) 31.7COSMETICS 30.4BOOKING/RESERVATIONS 27.5BOOKS,MAGAZINESORNEWSPAPERS 27.3FOOD/GROCERIES 13.2COMPUTERORVIDEOGAMES 12.1HOMEAPPLIANCES/ELECTRONICPRODUCTS 11.5COMPUTEREQUIPMENTSORPARTS 9.7TODDLERORCHILDRENPRODUCTS 9.4COMPUTERSOFTWARE(EXCL.COMPUTERGAMES) 5.8PHOTOGRAPHIC/TELECOMMUNICATIONSOROPTICALEQUIPMENTS 2.8(SoURCe: KCC/KiSA noVeMBeR 2009)

top online Retail Subcategories in South KoreaCAteGoRy % ReAChRETAIL 69.4COMPARISONSHOPPING 44.2BOOKS 8.2COMPUTERHARDWARE 11.9CONSUMERELECTRONICS 25.3COMPUTERSOFTWARE 10.1APPAREL 11.9HEALTHCARE 0.6MALL 15.2FRAGRANCES/COSMETICS 2.4RETAIL-MUSIC 2.1RETAIL-FOOD 1.9DEPARTMENTSTORES 16.1TICKETS 4.2FLOWERS/GIFTS/GREETINGS 1.5JEWELLERy/LUXURyGOODS/ACCESSORIES 0.6CONSUMERGOODS 0.0SPORTS/OUTDOOR 0.9HOMEFURNISHINGS 1.0TOyS 0.6S(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)


Taiwaninternetusersaveraged75.6searchespersearcherasofAugust2009.Nearlytwothirds(65.4%)ofallsearchactivity in Taiwan takes place on Yahoo! sites.(SoURCe: CoMSCoRe)

how Long the taiwanese Spend onlineAVeRAGe tiMe SPent USinG inteRnet WeeKDAyS WeeKenDS ('000) % of USeRS ('000) % of USeRSLESSTHAN30MINUTES 369 3.5 233 2.230MINUTES-LESSTHAN1HOUR 2,081 20 1,565 151HOUR-LESSTHAN2HOURS 3,262 31.4 2,666 25.62HOURS-LESSTHAN3HOURS 1,878 18.1 1,870 183HOURS-LESSTHAN4HOURS 957 9.2 1,287 12.44HOURS-LESSTHAN5HOURS 662 6.4 807 7.85HOURS-LESSTHAN6HOURS 370 3.6 510 4.96HOURS-LESSTHAN7HOURS 131 1.3 126 1.27HOURSORMORE 369 3.6 594 5.7DON'TUSEINTERNETONWEEKDAy 313 3 744 7.1DON'TKNOW 10 0.1 2 *(SoURCe : nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS)

Why the taiwanese go onlinePURPoSe ('000) % of USeRSEMAIL 7,842 75.4INSTANTMESSENGER 6,960 66.9VOICEOVERIP 835 8ONLINESHOPPING 4,888 47ORDERINGTICKETS 1,004 9.6AUCTION 4,264 41MASSIVELyMULTIPLAyERONLINEGAME 2,299 22.1ONLINELEISUREGAME 4,028 38.7DOWNLOADINGSOFTWARE 3,007 28.9DOWNLOADINGMP3/MUSIC/VIDEO 3,009 28.9DOWNLOADINGMOBILEGRAPHICS/RINGTONES 782 7.5INTERNETBANK/CREDITCARDSERVICE 620 6INTERNETBROKERSERVICE 1,465 14.1SENDINGMESSAGETOMOBILEPHONE 216 2.1CHATROOM/DATING/MAKINGFRIENDS 3,038 29.2BBS/FORUM/COMMUNITy 2,917 28READINGNEWS 7,027 67.6READINGMAGAZINES 583 5.6SEEINGMOVIES 1,363 13.1WATCHINGWEBTV 728 7LISTENINGTOONLINERADIO 356 3.4LISTENINGTOONLINEMUSIC 2,026 19.5SEARCHINGEMPLOyEESORJOB 1,071 10.3E-CARD 130 1.3CREATINGBLOGS/ALBUMS/UPLOADINGVIDEOS 2,997 28.8BROWSINGBLOGS/ALBUMS/VIDEOS 6,353 61.1FORTUNE/HOROSCOPE/MENTALTEST 2,007 19.3E-GOVERNMENTSERVICE 622 6SEARCHINGORCOLLECTINGINFORMATION 9,145 87.9SUBSCRIBINGE-PAPER 324 3.1BROWSING 3,880 37.3READINGNOVELS/COMICBOOKS 1,043 10OTHERS 2 *(SoURCe: nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS)


Onlineadspendin2009wasestimatedtocometoUS$208millionandisexpectedtoreach$229millionin2010.(SoURCe: ZenithoPtiMeDiA)

By2012,onlineadspendcouldreachUS$277million.(SoURCe: ZenithoPtiMeDiA)

Pay-per-clickadsaccountfor64.2%ofTaiwan'sonlineads.(SoURCe: finD)

Morethanhalf(50.8%)ofTaiwan'sadvertisershaveadvertised online in the past year.(SoURCe: finD)

An estimated 10% of all Taiwanese ad budgets are spent on digital.(SoURCe: MeDiA/iii)

taiwan's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)yAHOO!SITES 9,910GOOGLESITES 7,127MICROSOFTSITES 6,974CHUNGHWATELECOM 4,203PCHOMEONLINE 3,646yAM 3,500PIXNET.NET 3,192SINA 2,282MyFOXy.NET 2,235UNITEDDAILyNEWSGROUP 2,172(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS)

taiwan's top 10 online Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 3,133GAMANIADIGITALENTERTAINMENT 1,144yAHOO!GAMES 542NEXON 419GAMEFLIER 404I-GAMER.NET 336WAyIENTERTAINMENT 252CAyENNEENTERTAINMENT 249MSNGAMES 231CHINESEGAMER 203BETCITy.COM.TW 202(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS)

taiwan's top 10 online Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 6,532yAHOO!SHOPPING 3,616PCHOMESHOPPING 1,555BOOKS.COM.TW 1,326PAYEASY SITES 1,013PCHOMESTORE 784ALIBABA.COM 676MOMOSHOP.COM.TW 567AMAZONSITES 515APPLEWORLDWIDESITES 483SOGI.COM.TW 471(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS)

taiwan's top 10 online entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ENTERTAINMENT 7,786yOUTUBE 3,235PPSTREAM 1,901yAHOO!MOVIES 1,620yAHOO!MUSIC 1,208IM.TV 1,135CBSINTERACTIVE 926PCHOMEPHOTO 920TUDOUSITES 822QIANQIAN 776SONyONLINE 709(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS)

trust in Media Channels in taiwanMeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLyRECOMMENDATIONSFROMFRIENDSANDFAMILy 53INDEPENDENTREVIEWSINPUBLICATIONS 18MANUFACTURERS/BRANDSWEBSITES 14CONSUMEROPINIONINBLOGS 18TV ADS 12NEWSPAPERADS 9ADSTHATAPPEARONSEARCHENGINES 8BANNERADSONWEBSITES 7ADSINVIRTUALWORLDS 4ADSINVIDEOGAMES 5ADSVIAMOBILESMS 5(SoURCe: tnS/DiGitAL MeDiA)

taiwan's top 10 Motivating Digital Brands RAnK BRAnD1 KFC2 SONy3 MCDONALD'S4 BOOKS.COM.TW5 7-ELEVEN6 NIKE7 UNI-PRESIDENT8 VISA9 PIZZAHUT10 HEINEKEN(SoURCe: tnS/DiGitAL MeDiA)

Taipei 101 from street level

tAiWAn

❚ DeMoGRAPhiCS

Therearemorethan17.6millioninternetusersinTaiwan.(SoURCe: the nieLSen CoMPAny)

Taiwan'sindividualinternetpenetrationrateis69.9%,whilethehouseholdinternetpenetrationrateis78.7%.(SoURCe: finD)

Householdbroadbandpenetrationlevelsarenowat73.9%.(SoURCe: finD)

Taiwan'sinternetpopulationgrewby141.9%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

taiwan's internet Users 2009 totAL ('000) % of USeRSGenDeRMALE 5,600 53.8FEMALE 4,802 46.2AGe 12-19 2,341 22.520-29 3,202 30.830-39 2,569 24.740-49 1,560 1550-65 730 7MonthLy hoUSehoLD inCoMe UNDERNT$20,000 308 3NT$20,000-NT$29,999 609 5.9NT$30,000-NT$39,999 1,008 9.7NT$40,000-NT$49,999 1,056 10.2NT$50,000-NT$59,999 1,097 10.5NT$60,000-NT$69,999 1,027 9.9NT$70,000-NT$79,999 834 8NT$80,000-NT$89,999 737 7.1NT$90,000-NT$99,999 452 4.3NT$100,000-NT$109,999 644 6.2NT$110,000ORABOVE 619 6REFUSED/DON'TKNOW 2,010 19.3(SoURCe: nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS)

how the taiwanese ConnectLoCAtion % of USeRSHOME 90.7OFFICE 29.3SCHOOL/RESEARCHINSTITUTIONS 24.6INTERNETCAFES 14.4PUBLICSPACES 7.6STORESOFFERINGINTERNETSERVICES 4.9HOMESOFRELATIVES/FRIENDS 3.8HOTELS 2.7TRANSPORTATIONFACILITIES 2.0ConneCtion MethoD DIAL-UP 14.3BROADBAND 94.3OTHERS 46.0DON'TKNOW 4.9DESKTOP 93.7LAPTOP 35.7MOBILEPHONE 7.1INTERNETTV 2.8OTHERS 1.1(SoURCe: APiRA; finD)

❚ USeR BehAVioUR

Morethanhalf(54.3%)ofTaiwan'shomeinternetuserslog on every single day.(SoURCe:finD)

More than one fifth (22.2%) of Taiwanese internet users spend between seven hours and 14 hours online a week.(SoURCe: finD)

Around 40% of Taiwan's internet users are online gamers.(SoURCe: finD)

More than one third of Taiwanese are active social networkers, with22.5%writingablog,while3.5%aremicrobloggers.(SoURCe: finD)


❚ e-CoMMeRCe

Taiwan's online shopping market was expected to generate US$9.46billionin2009,30.4%morethanin2008.Ofthat,US$4.33billionwasexpectedtocomefromC2CsalesandUS$5.12billionfromB2Csales.(SoURCe: MiC)

E-commercesalesareexpectedtoriseby21.5%in2010.(SoURCe: MeDiA/iii)

Morethanhalf(55.2%)ofTaiwaneseinternetusershavevisited an online retail site.(SoURCe: CoMSCoRe)

Comparison shopping has established itself more in Taiwan thanelsewhereinAsia,with36.9%ofTaiwaneseinternetusers having visited a comparison shopping site, some way above the regional average of 21.4%.(SoURCe: CoMSCoRe)

ThemostpopularonlinepurchasesinTaiwanin2009wereexpectedtobetravelproducts(48.5%ofonlineshoppers);clothes and accessories (13%) and IT-related electronic products (10.2%). These three product categories account foraround71.6%ofTaiwan'sB2Cmarket.(SoURCe: MiC)

top online Retail Subcategories in taiwanCAteGoRy % ReAChRETAIL 55.2COMPARISONSHOPPING 36.9BOOKS 10.9COMPUTERHARDWARE 7.5CONSUMERELECTRONICS 12.4COMPUTERSOFTWARE 9.5APPAREL 8.0HEALTH CARE 1.0MALL 0.9FRAGRANCES/COSMETICS 7.0RETAIL-MUSIC 2.6RETAIL-FOOD 1.0DEPARTMENTSTORES 0.6TICKETS 1.8FLOWERS/GIFTS/GREETINGS 0.2JEWELRy/LUXURyGOODS/ACCESSORIES 0.8CONSUMERGOODS 0.3SPORTS/OUTDOOR 0.4HOMEFURNISHINGS 1.4TOyS 0.7(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

Therewerearound16.17millionmobileinternetusersinTaiwaninQ12009,representing63%ofmobileusers.(SoURCe: nCC)

Therewere25.67millionmobilesubscribersinQ12009,representing a penetration rate of 111.3%.(SoURCe: nCC)

Taiwan'scurrent3G/3.5Gpenetrationrateisaround6.6%.(SoURCe: finD)

More than two fifths (20.3%) of mobile internet users access the internet via their phones when in transit, or when waiting.(SoURCe: finD)

Themostpopularactivityamongst3G/3.5Gusersisinformation browsing (43% of users), followed by search (37%)andemailing(14.5%).(SoURCe: finD)

Nearlythreequarters(73.3%)ofmobileinternetsubscribersare3Gusers.(SoURCe: finD)

Only 8.4% of Taiwan's advertisers have run any ad campaigns on mobile phones.(SoURCe: finD)

Taiwanesemobileuserssent1.5billionSMSmessagestoeachotherinQ12009.Mobileuserssentanaverageof58.5messageseachinthatperiod.(SoURCe: nCC)

Mobile advertising has yet to make an impact on the Taiwanese customer, with only 14% of consumers in a study being able to recall a mobile ad campaign.(SoURCe: MeDiA/tnS)

Trust appears to be an issue for Taiwanese mobile users, withmorethanhalfofthem(59%)inasurveysayingtheydon'ttrustSMSads.Nearlyathirdofthemmeanwhile(32%) say they don't trust search ads either.(SoURCe: MeDiA/tnS)

What the taiwanese do on the Mobile internetACtiVitieS of 3G/3.5G % of USeRS MoBiLe inteRnet USeRSINFORMATIONBROWSING 43.0SEARCHING 37.0SENDING/RECEIVINGEMAILS 14.5DATAUPLOAD 11.5ONLINEENTERTAINMENT 9.0RINGTONESDOWNLOAD 7.1MOBILEGAMESDOWNLOAD 5.2MUSICDOWNLOAD 5.0ONLINECHAT 4.5ONLINESHOPPING 2.8GPS 2.7MMS 1.9FINANCIALTRANSACTION 1.9DATADOWNLOAD 0.9LIVEGAMEBROADCAST 0.6TICKETSERVICESRESERVATION 0.2(SoURCe: finD)

❚ CASe StUDy

Client: Paramount PicturesAgency: Microsoft AdvertisingCampaign: Transformers: Revenge of the Fallenobjective: To promote its new movie, ‘Transformers: Revenge of the Fallen' ahead of the release in Taiwan. Strategy: Paramount Pictures wanted to create an online advertising campaign for the movie's target audience, which ranged in age from 12 to 38 years old. They also wanted to showcase the audio and visual effects used in the movie, which were a major attraction for the audience. Details: Paramount Pictures and Microsoft Advertising created a campaign that included: a skin advertisement on theMSNhomepage,withembeddedpushdownvideoofthemovietrailer;anexpandable300x600advertisementonWindowsLiveMessenger,whichexpandedtoafullscreen view of the movie trailer; an expanding skyscraper bannerinWindowsLiveHotmail,showingthemovietrailer;andaTransformers2micrositeontheMSNentertainmentchannel, featuring the trailer and interactive options.Results: The campaign generated the following response:-Ahighclickthroughrateof1.49%.-Aninteractionrateof119.76%.-Outoftheadvertisementviewers,69.76%ofthemplayedthe full video trailer.


how Long thais Spend onlinetiMe SPent on inteRnet % of inteRnet ('000) USeRS30MINUTESORLESS 1,469 14.9331-60MINUTES 2,785 28.31-2HOURS 2,290 23.272-3HOURS 1,904 19.353-4HOURS 606 6.164-5HOURS 265 2.695-6HOURS 116 1.186-7HOURS 102 1.047HOURSORMORE 303 3.08(SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; inteRnet USAGe in the PASt WeeK)

What thais do onlineACtiVity % of inteRnet ('000) USeRSELECTRONICMAIL 7,746 78.72INTERNETTELEPHONE 92 0.93DOWNLOADSOFTWARE/FILES 2,193 22.29PRODUCTINFO 1,456 14.8COMPANyINFO 990 10.06PURCHASEPRODUCT 173 1.76PERFORMFINANCIAL 167 1.7INTERNATIONALNEWS 1,252 12.72LOCALNEWS 1,970 20.02READELECTRONICNEWSPAPER 1,713 17.41READELECTRONICMAGAZINE 805 8.18LISTENTOMUSIC 3,595 36.53WATCHMOVIE/TVPROGRAM 1121 11.39PLAyGAMES 3,022 30.71NEWSGROUP/BULLETINBOARDS 129 1.31INTERNETRELAyCHATIRC 542 5.51JOBHUNTING 816 8.29VIDEOCONFERENCE 100 1.02EDUCATIONSERVICES 3,311 33.65CLASSIFIEDADS 357 3.63AUCTIONS 92 0.93SMS 454 4.61TVONDEMAND:DRAMA 671 6.82TVONDEMAND:MUSIC 405 4.12FORCHAT(MSN/yAHOO!/SKyPE) 2,005 20.38OTHERS 7 0.07(SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; USeD inteRnet in the PASt yeAR


Onlineadspendin2009wasestimatedatUS$7millionandis expected to stay the same through 2010 and 2011.(SoURCe: ZenithoPtiMeDiA)

By 2012, online ad spend in Thailand is expected to rise slightlytoUS$8million.(SoURCe: ZenithoPtiMeDiA)

The internet currently accounts for around 2% of total ad spend in Thailand.(SoURCe: the nAtion)

Domestic online ad expenditure is expected to increase by 20% in 2010 to generate around THB2 billion.(SoURCe: the nAtion)

More than two fifths (41%) of Thais say that an online presence significantly increases their interest in brands.(SoURCe: MeDiA/tnS)

Nearlytwofifths(39%)ofThaiscompletelytrustown-brand websites, which is more than the number who feel the same about TV ads (32%).(SoURCe: MeDiA/tnS)

Thais put a lot of trust in search ads, more so than their peersaroundtheregion,accordingtoonesurvey.Nearlyaquarter(24%)ofThaissaytheycompletelytrustasearchad, compared to the regional average of 12%.(SoURCe: MeDiA/tnS)

trust in Media Channels in thailandMeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLyRECOMMENDATIONSFROMFRIENDSANDFAMILy 49INDEPENDENTREVIEWSINPUBLICATIONS 27MANUFACTURERS/BRANDWEBSITES 39CONSUMEROPINIONINBLOGS 19TV ADS 32NEWSPAPERADS 22ADSTHATAPPEARONSEARCHENGINES 24BANNERADSONWEBSITES 16ADSINVIRTUALWORLDS 12ADSINVIDEOGAMES 9ADSVIAMOBILESMS 9(SoURCe: tnS/DiGitAL MeDiA)

thailand's top 10 Motivating Digital Brands RAnK BRAnD1 SAMSUNG2 7-ELEVEN3 NOKIA4 SONy5 CANON6 HONDA7 PEPSI8 MCDONALD'S9 TOyOTA10 KFC(SoURCe: tnS/DiGitAL MeDiA)

online Ad Performance in thailand, Basic Metrics iMP. With inteRACtion DWeLL RAte USeR AVeRAGe CtR (RiCh CtR inteRACtionS RAte RAte DWeLL tiMe MeDiA) (StAnDARD (SeConDS) MeDiA)

APPAREL 17.2% 45.3% 14.4% 30.2 0.44% –AUTO 14.0% 33.2% 12.3% 35.7 0.54% –PACKAGEDGOODS 11.1% 23.6% 11.5% 51.9 0.41% –CORPORATE 15.5% 27.6% 18.7% 70.1 0.83% –ELECTRONICS 10.6% 18.1% 9.6% 58.6 0.26% –FINANCIAL 6.0% 13.5% 11.3% 23.5 0.55% 0.32%HEALTH/BEAUTy 11.3% 26.0% 10.6% 33.2 0.40% –RETAIL 10.8% 22.7% 8.7% 26.3 0.24% –SERVICES 11.2% 24.4% 10.4% 47.4 1.14% –TECH/INTERNET 8.1% 13.8% 13.4% 27.1 0.56% 0.27%TELECOM 13.7% 31.4% 12.5% 42.3 0.64% –TRAVEL 7.8% 14.2% 6.8% 36.7 0.25% –(SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009)

online Ad Performance in thailand, Video Metrics AVG. ViDeo DURAtion StARteD RAte 50% PLAyeD RAte fULLy PLAyeD RAte (SeConDS)

APPAREL 20.0 9.0% 7.3% 4.2%AUTO 9.0 9.7% 17.1% 10.2%PACKAGEDGOODS 19.8 10.2% 51.3% 34.8%CORPORATE – – – –ELECTRONICS 106.8 1.1% 88.5% 76.6%FINANCIAL 23.8 52.5% 75.7% 62.8%HEALTH/BEAUTy – – – –RETAIL – – – –SERVICES 31.0 1.7% 20.6% 11.5%TECH/INTERNET – – – –TELECOM 11.0 6.4% 15.6% 8.2%TRAVEL – – – –(SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009)

❚ e-CoMMeRCe

Morethantwofifths(43%)ofThaisshoponlineand69%of these users intend to shop online more in future.(SoURCe: the nAtion/MASteRCARD)

The preferred types of online shopping destinations for Thaisincludemusicdownloadsites(53%),clothingandaccessories(50%),cinemas(49%)supermarkets(43%)and sites selling books, CDs and DVDs (41%).(SoURCe: MASteRCARD)

The products or services Thais like buying most online includeclothingandaccessories(forwomen),with47%ofusers saying this was the case; followed by CDs, DVDs and VCDs (30%); cosmetics (30%); personal care and beauty products(29%);andairlinetickets(24%).(SoURCe: MASteRCARD)

GrandPalace,Bangkok

thAiLAnD

❚ DeMoGRAPhiCS

There are now 18.1 million internet users in Thailand, with 1.9millionofthembeingbroadbandsubscribers.(SoURCe: tRiDi)

Thailand has an internet penetration rate of 24.4%.(SoURCe: inteRnetWoRLDStAtS/itU)

Morethan9.92%ofallhouseholdsinThailand(1.8millionhouseholds) now have broadband.(SoURCe: tRiDi/ntC)

By 2013, the household broadband penetration rate in Thailandisexpectedtoreach15%.(SoURCe: GARtneR)

Thailand'sinternetuserpopulationgrewby600%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

thailand's internet Users 2009 % of inteRnet ('000) USeRSGenDeR MALE 4,789 50.19FEMALE 4,753 49.81AGe 12-14 1,358 14.2315-19 2,508 26.2820-24 1,673 17.5325-29 975 10.2230-34 914 9.5835-39 635 6.6540-44 526 5.5145-49 418 4.3850-54 299 3.1355-59 168 1.7660-64 37 0.3965-69 17 0.1870+ 14 0.15

MonthLy hoUSehoLD inCoMe LESSTHANTHB4,000 330 3.46THB4,000-4,999 271 2.84THB5,000-5,999 584 6.12THB6,000-6,999 621 6.51THB7,000-7,999 88 0.92THB8,000-8,999 369 3.87THB9,000-9,999 225 2.36THB10,000-12,499 680 7.13THB12,500-14,999 231 2.42THB15,000-17,499 566 5.93THB17,500-19,999 187 1.96THB20,000-22,499 829 8.69THB22,500-24,999 202 2.12THB25,000-29,999 445 4.66THB30,000-34,999 883 9.25THB35,000-39,999 251 2.63THB40,000-49,999 776 8.13THB50,000-74,999 1,140 11.95THB75,000+ 865 9.07(SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; inteRnet USAGe in the PASt WeeK)

❚ USeR BehAVioUR

MorethantwothirdsofThaiconsumers(69%)saytheinternet is their first stop for information.(SoURCe: the nieLSen CoMPAny)

An estimated 8 million Thais use social networks.(SoURCe: jonAthAn RUSSeLL/ReSeARCh in Motion)

After email, the second biggest reason Thais have for going onlineismusic.Morethanonethird(36.53%)ofthemaccess the internet to download their favourite tracks, while over 30% of them go online to play games.(SoURCe: the nieLSen CoMPAny)


Online impulse shopping is triggered amongst Thais by a gooddeal,with75%ofThaiscitingthisasthecase.Morethantwothirds(68%)ofThaismeanwhilereasonthatauniqueproductorserviceofferedonlineislikelytoalsoprovoke an impulse buy.(SoURCe: MASteRCARD)

The average online spend amongst Thai online shoppers standsataroundUS$550pershopperpermonth.(SoURCe: MASteRCARD)

❚ MoBiLe

Therearecurrently69millionmobileusersinThailand.(SoURCe: BAnGKoK PoSt/AiS)

There are now 12 million mobile internet users in Thailand, representing17.4%oftotalmobileusers.Byend-2010,there are expected to be 18 million mobile internet users.(SoURCe: BAnGKoK PoSt/AiS)

Thailand's mobile internet user universe has grown at a rate of 400% since 2008.(SoURCe: BAnGKoK PoSt/AiS)

The number of mobile broadband users in Thailand is expectedtogrowtoaround1.66millionin2010,upfrom595,000in2009.By2014,thatnumberisexpectedtoreach nearly 30 million.(SoURCe: the nAtion/oVUM)

Thailand's non-voice mobile data market is expected to generate THB30 billion in revenues in 2010, representing a growthrateof30%on2009.(SoURCe: BAnGKoK PoSt/AiS)

The number of smartphone sales in Thailand was expected toreach400,000unitsin2009,a35%increaseon2008.(SoURCe: the nAtion)

The total number of smartphones in circulation in Thailand wasexpectedtoreachbetween700,000and800,000unitsin2009.(SoURCe: the nAtion)

Smartphones account for 20% of Thailand's mobile market.In 2010, smartphones are expected to take up 33.2% of the market.(SoURCe: the nAtion)

MobiledatausageinThailandgrewby176%in2009.(SoURCe: the nAtion/iDC)

Thailand's mobile data market is expected to grow at a CAGRof34%continuouslyuntil2013.(SoURCe: the nAtion/iDC)

MobileinternetusersinThailandaveraged305pageviewsperuserinJune2009,238%morethaninJune2008.(SoURCe: oPeRA)

Morethan50%ofThaisaccesssocialnetworkingsitesviatheir mobile phones.(SoURCe: teLeCoMASiA/iDC)

Only 24% of Thais trust text ads on their mobile phones.(SoURCe: the nieLSen CoMPAny)

MorethantwothirdsofThais(70%)usetheirmobilephones to listen to music.(SoURCe: SynoVAte)

thailand's top Mobile SitesRAnK Site1 GOOGLE2 HI53 LIVE 4 FACEBOOK 5 HOTMAIL6 yOUTUBE7 My.OPERA8 LIVESCORE 9 PANTIP10 SANOOK(SoURCe: oPeRA SoftWARe)

❚ CASe StUDy

Client: DialUsNowAgency: massiveImpactCampaign: Esthemed Korean BB Creamobjective: DialUsNowwantedtomarketitscosmeticbrandEsthemedinanewcountry–Thailand–andwantedto break out of traditional advertising conventions used for introducing a brand into a new market.Strategy: To launch a mobile retail campaign across Thailand,connectinginterestedcustomerswithDialUsNowtelemarketers. MassiveImpact created a range of enticing ads with real time connections to sales and order entry. ThroughtheuniquetargetingandconversiontechniquehostedbymassiveImpact'sproprietaryplatform,DialUsNowwas able to get first hand market receptivity to the new brand and product, plus a direct ROI conversion as consumers were connected to telemarketers.The exclusive mobile campaign ran from March to early April 2010, comprising interactive SMS ads, a tailored user interaction and controlled daily lead generation.

Details: Selected users were given a new cosmetic product viaaneasyinteractiveexperience.WithmassiveImpact'stargeted platform, users could access a new cosmetic at their fingertips in real time.Results: The campaign generated the following response:-Thecampaignreachedmorethan4millionuniqueusers.- More than 18,000 interested user responses. - More than 30% sale conversion recorded in first month.

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COLLEGE/SCHOOL 5OTHER 4ACCeSS LoCAtion (WeeKenDS)HOME 73WORK 5INTERNETSHOP/CAFE 16COLLEGE/SCHOOL 0OTHER 3LenGth of USAGe (WeeKDAyS)LESSTHAN1HOUR 251-2HOURS 282-5HOURS 31MORETHAN5HOURS 15DON'TUSE 1LenGth of USAGe (WeeKenDS)LESSTHAN1HOUR 221-2HOURS 212-5HOURS 30MORETHAN5HOURS 15DON'TUSE 11FREQUENCyOFUSAGEEVERyDAy 67FEWTIMESAWEEK 24ONCEAWEEK 4LESSOFTEN 5(SoURCe: CiMiGo netCitiZenS)

❚ USeR BehAVioUR

EntertainmentreachinVietnamstoodat76.2%,asofAugust2009.(SoURCe: CoMSCoRe)

By 2011, there is expected to be as many as 10 million or more Vietnamese online gamers.(SoURCe: PeARL ReSeARCh)

Therearecurrentlymorethan50onlinegamestobeplayed in Vietnam. The most popular of these games can pullin200,000users–andmanyofthesegamersaremost likely to be found in internet cafes.(SoURCe: PeARL ReSeARCh)

Nearly90%ofinternetuserslogononceaweek.(SoURCe: CiMiGo)

Two thirds of Vietnam's internet users log on daily, spending an average of 2 hours and 20 minutes online during the weekdays and slightly less so at weekends.(SoURCe: CiMiGo)

The Vietnamese spend more time online than most of their Asianpeers,averaging19.9hoursperuserinAugust2009,higherthantheregionalaverage(16.9hours)andhigherthan all other Asian markets except Singapore and Hong Kong.(SoURCe: CoMSCoRe)

Like everyone else, the biggest reason for going online in the first place for the Vietnamese is simply information. Morethan90%ofVietnam'sinternetuserpopulationhavesearched online and read the news online regularly.(SoURCe: CiMiGo)

Morethanthreequarters(76%)ofVietnameseinternetusers have listened to music online, while 40% have watched films over the internet.(SoURCe: CiMiGo)

Morethan70%ofVietnameseinternetusershaveusedchatoremailsites,with40-45%havingvisitedforums,blogs and social network sites.(SoURCe: CiMiGo)

UptoaquarterofonlineVietnameseareIMusers.(SoURCe: CiMiGo)'

Entertainment is a popular online activity for the Vietnamese,with76.2%reach,higherthantheregionalaverageof71.2%.(SoURCe: CoMSCoRe)

Why the Vietnamese go onlinePASt onLine ACtiVitieS % of USeRSUSEFORNEWS 93USEASEARCHSITE(E.GGOOGLE) 91LISTENINGTOMUSIC 76RESEARCHFORSCHOOL\OFFICEWORK 73CHATTING 69EMAIL 68DOWNLOADINGMUSIC 59VISITINGFORUM 46WATCHINGMOVIES 43VISITINGBLOGS 40VISITINGASOCIALNETWORK 39SHOPPING\AUCTIONS 38PLAyINGGAMESONWEBGAME 35PLAyINGGAMESONONLINEAPPLICATIONS 25SENDINGSMS 24SEARCHINGFORAJOB 22INSTANTMESSAGING 22DOWNLOADING/UPLOADINGPICTURES 21DOWNLOADINGMOVIES 19WRITINGBLOGS 19POSTINGINFORUM 16E-BANKING 10(SoURCe: CiMiGo netCitiZenS)

frequency of online Usage in VietnamACtiVity fReqUenCy (% of USeRS) totAL eVeRDAy onCe A WeeK onCe A Month LeSS often oR MoRe oR MoReLISTENINGTOMUSIC 76 30 30 8 8DOWNLOADINGMUSIC 59 12 25 12 10WATCHINGMOVIES 43 5 17 9 12PLAyINGWEBGAME 35 10 13 5 6PLAyINGGAMESON ONLINEAPPLICATIONS 25 9 8 3 5DOWNLOADING/ UPLOADINGPICTURES 21 2 7 6 6DOWNLOADINGMOVIES 19 3 6 6 4CHATTING 69 30 24 6 8EMAIL 68 24 23 10 11SENDINGSMS 24 5 8 5 7INSTANTMESSAGING 22 6 8 3 4VISITINGFORUM 46 12 19 8 8VISITINGBLOGS 40 6 14 8 11VISITINGSOCIALNETWORK 39 13 12 6 8WRITINGBLOGS 19 2 6 4 7POSTINGINFORUM 16 2 6 4 4SHOPPING/VISITINGC2C SITES&AUCTIONSITES 38 5 15 8 10E-BANKING 10 – – – –(SoURCe: CiMiGo netCitiZenS)


OnlineadspendinVietnamin2009wasestimatedtocometoUS$0.8million.Thatnumberisexpectedtoriseto$0.9million in 2010. By 2012, online ad spend in Vietnam is expectedtocometoUS$1.3million.(SoURCe: ZenithoPtiMeDiA)

Data from the domestic market suggests online ad spend in Vietnam could be much higher. The size of the online ad marketinVietnamin2009reachedUS$15million,a71%increase on 2008.(SoURCe: CiMiGo)

By 2012, online ads in Vietnam are expected to generate asmuchasVND600billion(US$31.5million).(SoURCe: MiC)

Advertiserscurrentlyspendonly50centsayearononlineadvertising per internet user.(SoURCe: VCCi/iAB VietnAM)

❚ DeMoGRAPhiCS

Vietnam has nearly 30 million internet users, representing apenetrationrateof35%.(SoURCe: MiC)

Vietnam is now seventh in the world ranked by internet users.(SoURCe: VCCi)

Of those internet users, 3.1 million of them are broadband subscribers.(SoURCe: GSo)

Vietnam's internet user population grew at a staggering rateof10,882%between2000and2009.(SoURCe: inteRnetWoRLDStAtS)

Vietnam's fixed broadband penetration rate stood at 4% in 2009,butisexpectedtoincreaseto14%byend-2014.(SoURCe: PyRAMiD ReSeARCh)

Vietnam now has 100,000 .vn domain names.(SoURCe: DoMAinneWS)

Around50%ofVietnam'surbanitesareinternetusers.(SoURCe: CiMiGo)

ThreequartersofVietnam'sinternetusersgoonlineathome, 28% from the office and 21% from internet cafes.(SoURCe: CiMiGo)

One third of Vietnam's internet users are students.(SoURCe: CiMiGo)

Asmuchas70%ofVietnam'sPC-basedinternettrafficgoes through the country's internet cafes.(SoURCe: MeDiA)

Vietnam's internet Users 2009 % of USeRSGenDeRMALE 54FEMALE 46AGe15-24 3825-34 3635-49 1950-64 7eDUCAtion StAtUSPOSTGRADUATE 8UNIVERSITy/COLLEGE 46VOCATIONAL/TECHNICALCOLLEGE 11GRADE10-12 30GRADE1-9 5PRofeSSionSTUDENT 33OFFICES/EXECUTIVES-JUNIOR 15PROFESSIONAL(DOCTORETC) 10FACTORy/RETAIL/CONSTRUCTION/DOMESTICWORKER 9OFFICERS/EXECUTIVES-MIDDLE/SENIOR 6RETIRED/SEEKINGWORK 5HOUSEWIFE 5BUSINESSOWNER(LESSTHAN10EMPLOyEES) 4CLERICAL/SALES 3BUSINESSOWNER(SELFEMPLOyED) 3SMALL TRADER 3BUSINESSOWNER(MORETHAN10EMPLOyEES) 1SELF-EMPLOyEDPROFESSIONAL(DOCTORETC) 1SHOPOWNER 1SKILLEDTRADE/MACHINEOPERATOR 1(SoURCe: CiMiGo netCitiZenS)

how Vietnam's internet Users go onlineMethoD % of USeRSACCeSS LoCAtion (WeeKDAyS)HOME 75WORK 28INTERNETSHOP/CAFE 21

Rice fields on Cat Ba Island in Halong Bay, northern Vietnam

VIETNAM


MorethanonethirdofVietnameseinternetusers(35%)say they have occasionally clicked on an online ad. Just under one third (30%) say they don't really notice online ads,however,withanother15%admittingthey"totallyignore them".(SoURCe: CiMiGo)

The amount of spam generated from Vietnam increased rapidlyin2009.Vietnambecametheworld'sthirdmostspammingcountryinOctober2009,jumpingfromthe16thpositionitheldinJune2009.(SoURCe: SyMAnteC)

Vietnamesetrustsearchadsmorethanmost–62%ofonline users in Vietnam showed the most trust in search engine advertising as a paid ad channel in a global survey, more so than any other country in the world.(SoURCe: the nieLSen CoMPAny)

Equally,theVietnamesetrustonlinebanneradsandonlinevideo ads more than anyone else too. More than three quarters(67%)ofonlineVietnameseinaglobalsurvey,showed the most trust in banners as a paid ad channel while63%feltthesameaboutvideoads,moresothanany other country.(SoURCe: the nieLSen CoMPAny)

Vietnam's top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)yAHOO!SITES 5,190GOOGLESITES 5,183VINAGAME 3,915VNEXPRESS.NET 2,834DANTRI.COM.VN 2,402FACEBOOK 2,118VATGIA 1,91824H.COM.VN 1,906VIETBAO.VN 1,894MICROSOFTSITES 1,739(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At VietnAM hoMe/WoRK LoCAtionS)

Vietnam's top 10 Gaming Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)ONLINEGAMING 1,323TROCHOIVIET 554GAMEVUI 534ALOARCADE 511TROCHOIVUI 345yAHOO!GAMES 193GAMEFORGESITES 174NEXON 131Y8 131TROCHOITHOITRANG.NET 103MMO.VN 101(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At VietnAM hoMe/WoRK LoCAtionS)

Vietnam's top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS ('000)RETAIL 2,806VATGIA 1,9185GIAy.VN 663THEGIOIDIDONG 572AMAZONSITES 357TRAGOPLAPTOP 342VINABOOK 295AHA.VN 266SAMSUNGGROUP 246MAROFIN 238NAVA.VN 237(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At VietnAM hoMe/WoRK LoCAtionS

Vietnam's top 10 entertainment Sites of 2009ENTERTAINMENT 4,438NHACCUATUI 1,610yOUTUBE 1,586NGOISAO.NET 1,423CLIP.VN 1,339KENH14.VN 1,196VUI.VN 1,043TOP1.VN 803

CHANNELVN.NET 683VIETGIAITRI 643DAILyMOTION 600(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At VietnAM hoMe/WoRK LoCAtionS)

top Site CategoriesCAteGoRy % of USeRS ViSitinG in PASt MonthONLINENEWSPAPER 28MUSIC/ENTERTAINMENT 23SEARCHING 20SOCIALNETWORK 7GAME 5SHOPPING 4MOVIES 3OTHER 10(SoURCe: CiMiGo netCitiZenS)

Vietnam's top Sites by Visitor Age AGe of inteRnet USeRS (% of AGe GRoUP) Site totAL 15-24 25-34 35-49 50-64GOOGLE 46 53 45 39 34ZING 26 44 18 9 5yAHOO! 23 25 25 18 14DANTRI 19 15 24 20 20VNEXPRESS.NET 17 11 26 14 8TUOITRE.COM.VN 16 10 19 20 34NHACCUATUI 11 17 9 4 424H.COM.VN 11 11 13 9 5THANHNIEN.COM.VN 9 4 11 12 21FACEBOOK 8 13 7 1 0(SoURCe: CiMiGo netCitiZenS)

Vietnamese Attitudes towards online AdsAttitUDe % of USeRS Who AGReeIFINDSOMEOFTHEMQUITEENTERTAINING 10IHAVEOCCASIONALLyCLICKEDONTHEM 35IDON'TREALLyNOTICETHEM 30ITOTALLyIGNORETHEM 15IFINDTHEMVERyINTRUSIVE\IRRITATING 10(SoURCe: CiMiGo netCitiZenS)

❚ e-CoMMeRCe

Nearlytwofifths(38%)ofVietnameseinternetusershavevisited an online auction or shopping site.(SoURCe: CiMiGo)

Revenues from Vietnam's digital content market came to US$440millionin2009.(SoURCe: nSCiCt/MiC)

Aided by the growth in mobile services and broadband internet, Vietnam's digital content and online services industrywasexpectedtogenerateUS$700millionin2009,a58%increaseon2008.(SoURCe: inteLLASiA/MiC)

Vietnamese online gamers currently spend between VND60,000toVND100,000permonthonthisformofentertainment.(SoURCe: PeARL ReSeARCh)

TheVietnamesearenotquitereadyyetfore-commerce,withonly15%ofinternetuserssayingtheythinkitissafeto buy products online.(SoURCe: CiMiGo)

Retailssiteshavea46.7%reachinVietnam.(SoURCe: CoMSCoRe)

Online comparison shopping has not really taken off in Vietnamyet,withjust2.6%reach.(SoURCe: CoMSCoRe)

More than two fifths (42.2%) of Vietnamese internet users have bought something in the past after it had been discussed with or recommended by one of their online friends.(SoURCe: BRitiSh CoUnCiL)

top online Retail Subcategories in VietnamCAteGoRy % ReAChRETAIL 46.7COMPARISONSHOPPING 2.6BOOKS 10.4COMPUTERHARDWARE 5.5CONSUMERELECTRONICS 8.6COMPUTERSOFTWARE 8.8APPAREL 1.5HEALTHCARE 0.5MALL 0.1FRAGRANCES/COSMETICS 2.6RETAIL-MUSIC 0.4RETAIL-FOOD 0.8DEPARTMENTSTORES 0.3TICKETS 0.1FLOWERS/GIFTS/GREETINGS 0.8JEWELLERy/LUXURyGOODS/ACCESSORIES 0.9CONSUMERGOODS 0.1SPORTS/OUTDOOR 0.3HOMEFURNISHINGS 0.1TOyS 1.9(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)

❚ MoBiLe

There are currently an estimated 110 million mobile subscribers in Vietnam.(SoURCe: inteLLASiA)

As many as 22 million new mobile subscribers are expected to sign up in 2010.(SoURCe: inteLLASiA)

Vietnam currently has a mobile subscription penetration rate of 120%.(SoURCe: PyRAMiD ReSeARCh)

The Vietnamese are pretty open to advertising over their mobile phones. More than two fifths (42%) of online Vietnamese place the most trust in mobile text ads as a paid ad channel, according to one global survey, which ranked Vietnam third in the world in terms of the amount of trust shown.(SoURCe: the nieLSen CoMPAny)

The mobile internet is taking pace in Vietnam, which leads the top nine countries in south east Asia in terms of user growth.Thenumberofuniquemobilewebusersgrewatarateof846.9%in2009.(SoURCe: oPeRA)

MobilepageviewsinVietnamgrewatarateof1,316.4%in2009.(SoURCe: oPeRA)

Vietnam's top Mobile SitesRAnK MoBiLe Site1 GOOGLE2 DANTRI3 VNEXPRESS.NET4 MY.OPERA5 DIEMTIN6 VIETBAO.VN7 ZING.VN8 VIETNAMNET.VN9 yAHOO!10 WIKIPEDIA(SoURCe: oPeRA)

❚ CASe StUDy

Client:UnileverVietnamAgency:WHO?DigitalCampaign: Freestyle Challengeobjective: Tocommunicatewithayoung(18-35),activebunch of urban guys in a way that would engage and excite them, inspiring them to switch from their current shampoo brand. Strategy: Cristiano Ronaldo had just been contracted to be the brand ambassador for CLEARmen and, furthermore, the target audience revered him. To bring home the brand promise of "non stop performance," a CLEARmen Freestyle FootballChallengewasborn…Details: To enter, contestants uploaded videos of their best Freestyle football performance to the campaign site, which automatically synchronised with a dedicated YouTube channel. Local freestyle communities were approached to spearhead the contest entries and the famous Vietnamese Freestyler,Nam"theMan"flewinfromtheUKtojudgethefinals.

Other users could view, vote for, share and comment on the clips. Those who could not do the moves could enter the "Virtual Freestyler" clip making contest; by dragging and dropping a series of pre-recorded Freestyle moves onto a timeline and then customising with their own supers and background colours.UserscouldkeepupwiththecampaignonFacebookandTwitter, which was utilised as the "bite size" news channel. The contest culminated in a huge grand final/rock music event, where the ten finalists went head to head for the title of Vietnam's ultimate "non-stop performer". Event ticketscouldbeacquiredbypurchasingCLEARmen.Results: The campaign generated the following response duringthe7-weekcampaignperiod:-Thesitereceivedoverhalfamillionvisitsand2,673,000page views.-Anaverage5pagespervisitand3minutesspentonsite.- 280 Freestyle entry video clips were uploaded and almost 20,000 people registered to participate in the site.-15,000votesand3,500commentsweregenerated.- 14,200 pass-alongs made via Facebook, Twitter, etc.-TheCLEARmenyouTubeChannelreceived75,000views.-CLEARmensalesgrewby190%duringcampaignperiod.


ADMA Membership Directory

❚ CoRPoRAte MeMBeRS ❚ PAtRonS


Bite Communicationswww.bitecommunications.com Tel: +852 2973 0222Main Representative: David Ketchum, President, Asia PacificPaul Mottram, Executive Vice President, Asia PacificBite Communications is a 180-strong communications consultancy with offices in Beijing, Hong Kong, London, Los Angeles, New York, San Francisco, Shanghai, Singapore, Stockholm, Sydney and Toronto. Bite combines insight, expertise and passion to help its clients create points of view that shape valuable conversations. Our clients look to us to create and manage multi-disciplinary campaigns, and we provide a full range of off and online communications solutions, including strategic public relations counselling, media relations, event management, digital marketing and web-based communications services. Bite primarily works with clients in three sectors: technology/media/ telecommunications; consumer/lifestyle/ travel; and corporate and financial.

CCn / turner entertainment networks Asiawww.turner.com Tel: +852 3128 3333Main Representative: Benjamin Grubbs, Regional Director, Interactive MediaDonald Anderson, Senior Business Manager, Interactive MediaJeremy Carr, Vice President, Regional Entertainment Advertising SalesWilliam Hsu, Vice President, News Advertising Sales, Asia PacificJulia Leong, Associate Director, Digital Sales Development & Operations, Asia Pacific TBS Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry. CNN is the world's leading global 24-hour news network and one of the world's most respected and trusted sources for news and information. The CNN brand is available to two billion people via 18 CNN branded TV, internet and mobile services produced by CNN Worldwide, a division of Turner Broadcasting System Inc and a Time Warner company. The CNN websites* maintain the leading position among regional media websites, visited by at least twice as many Business Decision Makers, Top Management and C-Level Executives across a month than the next placed international media website**. *CNN.com, CNN.com International and CNN Money; ** Synovate PAX (Pan Asia-Pacific Cross Media Survey, Q1-Q4 ‘09, all 11 PAX markets) Turner Entertainment Networks Asia, Inc. (TENA) is the entertainment arm of Turner Broadcasting System Asia Pacific, Inc., a wholly-owned subsidiary of Turner Broadcasting System, Inc. Established in 1994, Turner Entertainment's portfolio in the region spans Cartoon Network, Boomerang, Pogo, truTV and Turner Classic Movies. In addition, the company continues to pioneer groundbreaking new channels and partnerships across Asia Pacific including Imagine TV and its brands, Imagine Showbiz and Lumiere Movies; MONDO21, QTV, Tabi and WB. The Turner Entertainment brands are available in interactive, non-linear formats, reflecting the company's innovative and industry-leading approach to delivering compelling content whenever, wherever.

epsilon internationalwww.epsilon.com/apac Tel: +852 3589 6300Main Representative: Dominic Powers, Senior Vice President, Asia PacificAdrian Hoon, Vice President, AsiaMichael Kustreba, Vice President, Australia & New ZealandTony Cheung, Vice President, ChinaRegina Leung, Vice President, Marketing, Asia PacificEpsilon International is the industry's leading provider of multi-channel, data-driven digital marketing technologies and services. Our fully integrated solutions combining advanced analytics, data modelling, database and loyalty technology with consulting services, help organisations measure, understand, manage and optimise their customer relationship, developing strategies that generate demonstrable returns throughout their customer lifecycles.

Microsoft Advertisingwww.advertising.microsoft.com/asia Tel: +852 2804 4200Main Representative: Richard Dunmall, General Manager, Greater Asia PacificKenneth Andrew, Marketing Director, Greater Asia PacificStephen Dolan, Sales Director, Greater Asia PacificMicrosoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes: MSN, Windows Live, Hotmail, Office Live, XBOX, Bing and more. Microsoft Advertising helps make buying and selling media simple, smart and more cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages.

orbit Mediawww.orbitmedia.com.au Tel: +612 9460 9644Main Representative: Paul Campbell, Managing DirectorOrbit Media is a leading digital agency specialising in interactive and rich media for online and mobile. Founded in 1996, Orbit Media has undertaken projects globally for a wide range of clients that include Accor, CB Richard Ellis, Columbia Tri-Star, Disney, Nortel Networks, Sony Pictures, 20th Century Fox and The Wiggles.We are a wholly owned subsidiary of Ondicom Group, an integrated media communications company that owns specialist businesses in digital media, online publishing, internet television and technology including software and managed web hosting solutions. Our businesses operate in Australia, Hong Kong, Singapore, Philippines and North America.

Right Mediawww.rightmedia.comMain Representative: Ken MandelRight Media, a Yahoo! company, operates the world's largest online advertising exchange. Revolutionising how online media is bought and sold, the Right Media Exchange removes many of the traditional trading inefficiencies, replacing them with an automated auction-based platform. With 100,000 global buyers and sellers conducting over eight billion daily transactions, the Exchange enables advertisers, publishers, agencies and networks to drive greater value and measurability from their online advertising activities. Right Media has offices in Hong Kong, Singapore and Tokyo as well as across the US and Europe.

British Council www.britishcouncil.org.hkTel: +852 2913 5510Main Representative: Nick Steel, ICT DirectorDoris Mak, E-Marketing ManagerRoger Smith, Director – Online Operations (East Asia)

comScorewww.comscore.com Tel: +65 9478 2100

Main Representative: Joe Nguyen, Vice President, South East AsiaWill Hodgman, Executive Vice PresidentVictor Cheng, Head of Market Development – Hong Kong & KoreaSamantha Oh, Account Manager

Coremetricswww.coremetrics.com Tel: +852 8201 0823 / +61 3 9653 7397Main Representative: Tony Tsang, General Manager, Greater China RegionKevin Mackin, General Manager, Australia & NZStephen Lam, Solution Consultant, Greater China RegionGerrard Te Brake, Solution Consultant, Australia & NZ

draftfCB Chinawww.draftfcb.com Tel: +86 21 2411 0421Main Representative: Patrick Ko, General ManagerBetty Zhu, Associate Account Director

Dow jones Publishing Company (Asia) / the Wall Street journal Digital networkwww.asia.wsj.com, www.cn.wsj.com Tel: +852 2573 7121Main Representative: Olivier Legrand, General Manager, AsiaNellie Chan, Regional Digital Advertising Sales Director

edipressewww.edipresse.com Tel: +852 2859 4406Main Representative: Barrie Goodridge, Chief Executive OfficerMichel Lamunière, General Manager, Luxedining.com and AsiaTatler.comSerge Aymon, Chief Financial Officer, Edipresse Asia

experian hong Kongwww.experian.com Tel: +852 2839 5388Main Representative: Margaret Lam, Vice President, Marketing, Asia PacificFanny Yuen, Director, Business Development, Hong Kong and Taiwan

eyeblasterwww.eyeblaster.com Tel: +61 2 8243 0000Main Representative: Jordan Khoo, Regional Director, APACAlvin Wong, Business Development Manager, APAC Sally Ng, Business Manager, Hong KongClement Tsang, Country Sales Director, China

financial timeswww.ft.com, www.money-media.comTel: +852 2230 5853Main Representative: Hiroko Hoshino, Regional Online Director, Asia Pacific – FTAzmar Sukandar, Head of Communications, Asia Pacific – FTMichael Salat, Head of Strategy & Development – Money-MediaDan Fink, Senior Vice President of Marketing – Money Media

Google hong Kongwww.google.com.hk Tel: +852 3923 5400Main Representative: Caroline Hsu, Head of Public Communications, Hong KongSharon Ng, Head of Marketing, Hong Kong

Stella Cheung, Sales Director, Hong Kong

hewlett Packardwww.hp.com Tel: +91 98 8605 2124Main Representative: Arnab Chakraborty, Analytics Service Delivery Leader – Decision Support & Analytics ServicesGirish Srinivasan, Analytics Manager – Decision Support & Analytics ServicesGanga Ganapathi, Analytics Manager – Decision Support & Analytics ServicesSameer Agarwal, Analytics Manager – Decision Support & Analytics Services

johnson & johnson Vision CareAsia Pacific www.acuvue.com.sg Tel: +65 6827 6000Main Representative: Li Ting Low, Senior Regional Interactive Marketing Manager

KatalystMwww.katalystm.com Tel: +65 6327 6560Main Representative: Rob Stanley, Managing Director, AsiaSonia Tay, Director of Client Success

Jos Birken, Director

Lucini & Luciniwww.lucinilucini.com Tel: +39 39 58575 / +39 39 894 3463Main Representative: Vessela Nikolova, Vice President Europe, US & India Area ContactPenny Wang Yuan Fen, Business Manager AsiaSabrina Lucini, Business Manager ItalyMarité Curto, Business Manager Latin America

Mediaplexwww.mediaplex.com Tel: +852 2907 7890Main Representative: Andrew Walker, Regional DirectorMatthew Ware, Account Director

MRM Worldwidewww.mrmworldwide.com Tel: +852 2808 7888Main Representative: Mark Cripps, APAC Regional DirectorJoan B. Deni, SVP, Managing Director – Singapore & South AsiaGloria Lam, Regional Marketing & CRM Strategy DirectorMandeep Sharma, Vice President & General Manager – India

nDS Asia Pacificwww.nds.com Tel: +852 2201 9153Main Representative: Tricia Stevenson, PR & Events Manager, Asia PacificElisa Yiu, Assistant Marketing & PR Manager, Asia Pacific

nielsen onlinewww.nielsen.com Tel: +852 2563 9688Main Representative: Joseph Kam, Commercial Director, Hong Kong & TaiwanLisa Cousens, Regional Development Director, Asia Pacific

omnicom Groupwww.omnicomgroup.com Tel: +65 6876 6842Main Representative: Jason Kuperman, Vice President, Asia Pacific Digital DevelopmentCharles Clapshaw, President TBWA\TEQUILA.digital Asia PacificAmanda King, President & Managing Partner, Asia Pacific, Tribal DDBRichard Fraser, Regional Managing Director, Proximity

omniturewww.omniture.com Tel: +65 6511 5500Main Representative: Imogen Riley, Head of Marketing Asia PacificMarc Gagne, Senior Director, Asia Pacific

PGiwww.pgi.com Tel: +61 2 9338 8800Main Representative: Joanne Rigby, Marketing Director, Asia PacificSandy Yu, Marketing Manager, Greater ChinaJasmine Lim, Marketing Manager, Singapore & MalaysiaClaudine Challita, Marketing Manager, Australia & New Zealand

Publicis Modem Singaporewww.publicismodem.com Tel: +65 6732 3212Main Representative: Sam Cassels, Chief Executive OfficerEarl Trevor Allan, General Manager

Pulse Mediatechwww.pulsemediatech.com +852 2581 2918Representative: Leonard Chan, Director

SCMP.comwww.scmp.com, www.classifiedpost.com Tel: +852 2565 2222Main Representative: Kuok Hui Kwong, Managing Director and Chief Executive OfficerAnne Wong, Director of MarketingElsie Cheung, Director of Advertising and Marketing ServicesStanley Suen, Director of Recruitment Services

ad:techwww.ad-tech.com Tel: +65 91096396Main Representative: Paul Beckley, Vice President – Technology SectorJulia Kwan, Project Manager, Asia Pacific

Admax networkwww.admaxnetwork.com Tel: +65 6532 2507Main Representative: Grant Watts, Chief Executive OfficerMathew Ward, Regional Sales DirectorGilbert Lo, Regional Media DirectorEric Nguyen, Regional Operations Director

AGenDA Group Asiawww.agenda-asia.com Tel: +852 2298 3888Main Representative: Christine Grand, Director of Strategic Planning (Shanghai)Steve Hsia, Group CEOEric Ng, Chief Innovation OfficerClement Yip, Chief Creative Officer

BBehttp://bbe.comTel: +852 2628 0733Main Representative: Steven Friedlander, Managing Director, Asia PacificLarry Siu, Director, Sales & Network DevelopmentPearl Liu, Director of Operations, BBE AsiaDoug McCurdy, EVP, Strategy & Finance/BBE

❚ CoRPoRAte MeMBeRS



❚ CORPORATE MEMBERS

❚ inDiViDUAL MeMBeRS

Singapore Press holdingswww.sph.com.sg Tel: +65 6319 8861Main Representative: Willy Tan, Head, Interactive Business Unit, New Media, Marketing Division

Singtel Digital Media (inSing)www.singtel.com Tel: +65 9728 6299Main Representative: Xante Koh, Marketing ManagerValerie Lim, Marketing Executive

the economist onlinewww.economist.com Tel: +852 2585 3271Main Representative: Sarah Green, Online Sales Manager Asia PacificAndrew Au, Trade Marketing Manager Asia PacificKelvin Yau, China Business DirectorHideki Watanabe, Advertising Manager Japan

the hyperfactorywww.thehyperfactory.com Tel: +852 6279 8700Main Representative: Geoffrey Handley, Co-Founder, Director New Business Asia Pacific

the Rubicon Projectwww.rubiconproject.com Tel: +61 2 8216 0828Main Representative: Kaylie Smith, Managing Director, APACJayne Leung, Director Publishers Development AsiaNicole Chou, Account Director Asia

Toby Ross, Business Development Director, APAC

the Upper Storeywww.upperstorey.com Tel: +65 6732 8618Main Representative: Prakash Kamdar, Managing DirectorEuan Wilcox, Business Director

tiMe & fortunewww.time.com, www.fortune.com Tel: +65 6393 3608Main Representative: Andrew Butcher, Publishing Director, Asia PacificAng Khoon Fong, Associate Publishing Director, Asia

Universal McCannwww.universalmccann.com Tel: +852 2901 8400Main Representative: Arun Kumar, Head of Digital, Mediabrands Asia PacificHerbert Lam, Regional Digital ManagerHuang Zhe, Digital Director of UM BeijingPatrick Xiao, Digital Director of UM Shanghai

Vocational training Councilwww.vtc.edu.hk Tel: +852 2919 1457Main Representative: Leah Chung, Head of External Relations OfficeFlorence Kwok, Marketing Manager of External Relations Office

Wundermanwww.wunderman.com Tel: +65 6295 2018Main Representative: Michel Mommejat, Regional Network Development Director, AsiaStephane Faggianelli, President, Asia

wwwins isobarwww.wwwins.com Tel: +852 3962 4500Main Representative: Dwayne Serjeant, Managing DirectorAntony Yiu, Managing Director – iProspectEdward Williams, Business Director

ZUjiwww.zuji.com.hk Tel: +852 2175 5772Main Representative: Kitty Pang, Marketing ManagerCharlie Wong, General ManagerJason Tsang, Manager, Partnership & Media Sales (Hong Kong, China & Taiwan)

Apsis www.apsis.com Representative: Jonas Blanck, Director, Asia AsiaPac Net Media www.asiapac.com.hk Representative: Daniel Chan, Business Director BizTech Connect Consulting Services www.biztechconnect.hk Representative: Kathleen Phillips, Managing Director Black Box Productions www.hiphop2china.tv Representative: Pierre Larochelle, General Manager Council for Advancement & Support of Education (CASE) www.case.org Representative: Krista Slade, Executive Director, Asia-Pacific CultureFish Media www.culturefishmedia.com Representative: Lonnie Hodge, Chief Executive Officer digitalConverse www.digitalconverse.com Representative: Saurabh Pandey, Chief Faculty Digital River www.digitalriver.com Representative: Elisa Funck, Director of Marketing. Eight Partnership www.eightpartnership.com Representative: Charles Brian-Boyes, Managing Partner eMarketingEye www.emarketingeye.com Representative: Rajitha Dahanayake, Chief Executive Officer Emerald Digital Marketing www.digitalmarketing.vn Representative: Nguyễn Khoa Hễng Thành, Managing Director

Energy Media Networks www.energy-web.biz Representative: Seth Hawthorne, Managing Director Forbes.com www.forbes.com Representative: Regional Director, Asia Pacific forumline www.forumline.com Representative: Meraj Huda, Founder/Principal Consultant Global Market Insite www.gmi-mr.com Representative: Stanley Lee, Director Gravitas www.gravitas.com.hk Representative: Ricky Chu, Director Hotel Press www.hotelpress.net Representative: Alan Lammin, President, Asia Pacific IBM Asia Pacific, Latin America & Eastern Europe www.ibm.com Representative: David Rainsford, Director Intel Semiconductor www.intel.com Representative: Stephanie Silvester, Retail & Channel Marketing Director, Asia Pacific iqi3 Trading Company www.iqi3.com Representative: Glenn Asano, Doctoral Candidate & Researcher Ketchup Communications www.ketchup.com.cn Representative: Paul Wong, Managing Director Media Explorer www.me.com.hk Representative: Davy Ma, Managing Director

MoniMedia www.moni-media.net Representative: David François, Managing Director Netconcepts China www.netconcepts.cn Representative: Allen Qu, Chief Executive Officer NetInfinium www.netinfinium.com Representative: Edwin Tay, Chief Executive Officer Pilot Simple Software www.pilot.com.hk Representative: Tim Hay-Edie, Managing Director Pixel Media www.pixelmedia-asia.com Representative: Kevin Huang, Chief Executive Officer Pixel Square www.pixel-square.com Representative: Kevin Lee, Marketing, APAC Popcorn Media Network www.popcorn-network.com Representative: Pannee Ng, Business Director PurpleClick Media www.purpleclick.com Representative: Leonard Tan, Chief Executive Officer Quam (HK) www.quamnet.com, www.quamir.comRepresentative: Chris Justice, Managing Director Razorfish (e-Crusade) www.razorfish.com.hk, www.razorfish.com.cn Representative: Venus Lee, Co-Managing Director Redmoomoo www.rautan.com Representative: Herman Kwok, Director Sabre Hospitality Solutions www.sabrehospitality.com Representative: Melpo Wong, Senior Account Manager to E-Marketing Manager, APAC

Saigon Digital Marketing Conference & Exhibition www.sdm.vn Representative: Kelvin To, President, SDN SB Consulting www.sbconsulting.com.hk Representative: Steve Bruce, Managing Director Sonney Media Networks www.sonneymedia.com Representative: Hemant Sonney, Managing Director Tektronix www.tektronix.com Representative: Stacy Lu, Marketing Terramillem Capital www.terramillem.com Representative: Rupert Purser, Executive Director of New Media Ventures Theorem Inc. www.theoreminc.net Representative: Chandrakanth Nataraju, Co-Founder and President TheTMSway www.thetmsway.com Representative: Thibaud de Loynes, Asia Development Director water&stone www.waterandstone.com Representative: Ric Shreves, Partner Web Wednesday – Asia's Premier Internet Networking Community www.webwednesday.asia Representative: Napoleon Biggs, Founder & Host WHO? Digital www.whodigital.com Representative: Julie Fitzpatrick, Strategy Director Zed Digital www.zenithoptimedia.com Representative: Ada Wong, General Manager

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ADMA ad_4May.pdf 5/4/10 5:47:25 PM

The Asia Digital Marketing Association (ADMA) has produced this Yearbook to provide basic information about the digital marketing environment across key Asian markets.

this yearbook can also be downloaded as a PDf file from our dedicated mini site

www.asiadigitalmarketingyearbook.comTheADMAhasresearch,guidelinesandcasestudiesavailablefordownloadonitsWebsite.Visitusat

www.asiadma.comwhereyoucansubscribetooureNewsletter;keepingyouappraisedondigital marketing–fromeventsaroundtheregionrelatedtodigitalmarketingtoinformativearticleson

the industry to online research being undertaken.

Asia Digital Marketing Association

Tel:+85281009987

Fax:+85230119587

Email: [email protected]

Website:www.asiadma.com

© Asia Digital Marketing Association 2010

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ADMA Digital Marketing Yearbook 2010

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