Com score state of the internet southeast asia march 2011

State of the Internet with a Focus on Southeast Asi a9 March 2011

Joe Nguyen Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | email [email protected]

comScore is a Global Leader in Measuring the Digita l World

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Clients 1,600+ worldwide

Employees 1,000+

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Global Coverage170+ countries under measurement;43 markets reported

Local Presence 30+ locations in 21 countries

2© comScore, Inc. Proprietary and Confidential.

Local Presence 30+ locations in 21 countries

V0910

Global Coverage, Local Presence

comScore Locations

3© comScore, Inc. Proprietary and Confidential. V0910

comScore Leverages Rich Panel Data to Deliver Uniqu e and Broad Digital Business Analytics

The Only Global Measurementof Audience and E-commerce

2 Million Person Panel 360°°°°View of Person Behavior


170+ Countries Under Measurement43 Markets Reported

V0910

The Global Internet Audience


Asia Continues Audience Growth

� Growth is flat in North America, European growth mostly driven by Russia

� 30 million new Internet users were added in the Asia Pacific Region over the past year

� High percentage growth continues in MidEast/Africa and Latin America

December 2009 December 2010

+8%

Worldwide Online Population(Millions)

1,222 1,324


505.7

336.4

198.4

85.2 96.6

534.0

361.7

204.0 112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

MidEast/Africa and Latin AmericaDecember 2009 December 2010

+6%

+3%

+8%

+32% +15%

Dec 2010Dec 2009

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

Online Audience Sizes in Southeast Asia, 15+ Home & Work

� Indonesia shows the highest percentage growth over the past year, adding 2 million web users since December 2009

� Mature Internet markets posted significantly lower growth rates

Online Population Sizes (MM)Southeast Asia

10.4+11%

+32%

7© comScore, Inc. Proprietary and Confidential. Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 to December 2010

9.4

6.5 5.84.8

4.02.8

10.48.6

6.85.5

4.32.9

Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 2010

+32%+16%

+16%+8%

+3%

In Terms of Reach Worldwide, the Photos Category is Growing Fastest

Key CategoriesReach of WW Population, 2009 vs 2010

85.0%

70.5%

68.3%

66.8%

80.8%

67.6%

65.7%

63.0%

Search/Navigation

Social Networking

Directories/Resour…

Multimedia

52.7%

51.3%

50.0%

45.5%

42.6%

49.8%

49.8%

45.2%

Photos

Games

Blogs

Business/Finance

+24%

+3%

---

+1%

Growth: +5%

+4%

+4%

+6%

8© comScore, Inc. Proprietary and Confidential. Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010

63.9%

63.1%

60.3%

58.1%

56.9%

53.1%

63.0%

61.8%

65.8%

59.4%

55.8%

51.3%

54.3%

Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

34.7%

32.7%

31.5%

31.1%

29.7%

28.8%

45.2%

41.1%

31.9%

32.8%

33.6%

28.6%

30.4%

Instant Messengers

TV

Sports

Auctions

Travel

Education 2010

2009

-15%

+2%

-4%

-7%

+4%

-5%

+6%

+3%

-4%

+1%

+4%

+11%

-2%

Social Networking the Biggest Gainer in terms of Sh are of Time Spent Online. Instant Messengers and Email Lost Share

Key Categories: Share of Time Spent OnlineWW Population, 2009 vs 2010

3.1%

16.0%

2.2%

6.2%

3.0%

11.9%

1.9%

5.7%

Search/Navigation

Social Networking

Directories/Resources

Multimedia

2.6%

3.8%

0.9%

1.5%

0.7%

3.9%

0.8%

1.6%

Photos

Games

Blogs

Business/Finance


3.5%

6.6%

2.4%

1.9%

0.8%

0.6%

3.1%

7.2%

2.5%

2.0%

0.8%

0.6%

Retail

e-mail

News/Information

Community

Downloads

Technology

9.2%

0.6%

1.2%

1.6%

0.5%

0.7%

12.2%

0.5%

1.2%

1.7%

0.5%

0.7%

Instant Messengers

TV

Sports

Auctions

Travel

Education2010 Share2009 Share

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010

Southeast Asia Demographics & Internet Usage


� Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences

Emerging Internet Markets in Southeast Asia Skew Ve ry Young

Composition of Internet Audience 15+

27%

37%

40%

26%

26%

32%

22%

22%

17%

14%

9%

7%

11%

6%

WW

Malaysia

Indonesia

11© comScore, Inc. Proprietary and Confidential. Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

40%

38%

40%

19%

21%

32%

33%

30%

22%

24%

17%

15%

20%

25%

27%

7%

9%

8%

23%

19%

6%

12%

9%

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

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

Average Usage Highest in Mature Markets

� High levels of usage in Hong Kong and Singapore due to availability and ubiquity of fast internet connections

� Larger countries with lower web penetration rates have relatively lower consumption; size and relative heaviness of usage of younger web users have a large impact on these averages

Internet Users (Millions) Total Online Hours per Visitor


10.4

8.6

6.8

5.5

4.3

2.9

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

16.1

14.8

23.2

16.7

25.9

22.3

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

15-34 Year Olds Spend More Time Online; Difference Varies by Country

� In each country, 15-34 year olds spend more time online on average

� Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders

31.0

Average Hours Spent Online


16.814.8

24.4

17.1

25.4

15.0 14.6

20.1

15.8

22.419.7


Age 15-34

Age 35+

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

Composition and Usage by Gender is Even, with some Exceptions

� Average usage by males edged out females’ usage in Indonesia, Vietnam, and Singapore by 1-2 hours. Elsewhere, usage by gender is relatively even

� Male/Female 15+ web population is within a few points of an even split by gender in all countries with the exception of Indonesia

Average Hours Spent Online

23.625.9

22.822.625.9

21.8


16.0 15.3 16.516.213.8

17.0


Males 15+

Females 15+

47% 36% 46% 48% 51% 51%Female Share

of Internet Population

Topics

- Social Networking & Photos

- Travel & Low Cost Airlines

- Growth of Online Retail

- Online Banking on the Rise


- Video and Multimedia

- News and Blog Sites

- Search Snapshot

Strong Social Network Penetration in the Region

Growth in Reach: Social Networks

� Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region

� Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook


68%81% 89%

49%

90%68%

81%70%

91% 90%

66%

95%76% 82%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 Reach 2010 Reach

+4%

+13% +1%+35%

+6%+11% +1%

Philippines is the Top Facebook Market In the World

� The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebookpenetration

Facebook.com Top 15 Markets by % Reach

93.7

90.7

90.2

89.5

88.4

88.3

Philippines

Turkey

Israel

Chile

Malaysia

Argentina


penetration

� Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, January 2011

88.3

87.8

87.4

86.9

86.7

83.4

82.6

81.4

81.4

81.2

Argentina

Venezuela

Indonesia

Canada

Colombia

Peru

Mexico

United Kingdom

Puerto Rico

Finland

Indonesia and Singapore are Among Top Twitter Marke ts

� 21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach

26.023.4

22.021.0

NetherlandsBrazilJapan

Indonesia

Twitter Top 15 Markets by % Reach


21.019.4

15.114.013.813.613.6

13.113.0

12.512.5

10.7

IndonesiaVenezuela

CanadaUnited Kingdom

PhilippinesSingapore

TurkeyChile

United StatesArgentina

MexicoColombia


Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines

� Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos

� Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category

Growth in Reach: Photo Sites


68%81% 89%

49%

90%68%

81%70%91% 90%

66%

95%76% 82%



+24%

+47% +16%

+73%

+46%+23% +17%


Large Increases in Visiting to Travel Sites in Sout heast Asia

� Web users in Southeast Asia are rapidly gaining confidence in using the web to research and book travel

� The large number of low cost airlines servicing the region is a primary contributor to this growth

47%-1%

+14%Growth in Reach: Travel Sites


29%25%

15%8%

17%

32%

41%

30% 28%22% 20%

27%32%

47%



+4%+14%

+42% +159%+62%

-1%


LCAs Among Most Visited & Post Highest Growth in Ea ch Country

1,088

444

AirAsia

Malaysia Airlines

122

101

Qantas Airlines

Tiger Airways

151

75

Cathay Pacific Group

Tiger Airways

Malaysia Vietnam Hong Kong

-10%

Unique Visitors (000) & YOY Growth Top 3 Airline Sites per Country

+40%

+1,381%

+8%

+1,904%


223Firefly Airlines

375

311

193

Lion Air

AirAsia

Garuda Indonesia

92Vietnam Airlines 36AirAsia

276

150

145

Tiger Airways

Qantas Airlines

Singapore Airlines

Indonesia Philippines Singapore

+49%

+123%

+106%

+58%

+41%

+40%

-10%

---

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, January 2010 and January 2011

409

203

114

Cebu Pacific

Philippine Airlines

Air Phil Express

+3%+36%

+6%

Online Retail is Growing Rapidly in Southeast Asia

� Hong Kong and Singapore show relatively flat growth for Retail, still below the global average

� Emerging markets are showing signs of catching up, led by Vietnam with 69% reach and fastest year over year growth

Growth in Reach: Retail Sites


62%

41% 41%51%

43%

58% 59%64%

44% 50%

69%

48%62% 58%



+3%+9%

+20%

+36%

+11%

+6% -1%


Vietnam’s Top Retail Sites are Almost Exclusively L ocalIndonesia Also Has Local Representation Among Top S ites

MalaysiaAmazon Sites 1,110

Apple.com Worldwide Sites 777

Alibaba.com Corporation 663

AVG.COM 251

Hewlett Packard 207

VietnamVATGIA.COM 2,743

THEGIOIDIDONG.COM 740

5GIAY.VN 682

MUACHUNG.VN 524

DENTHAN.COM 469

Hong KongAlibaba.com Corporation 997


PRICE.COM.HK 446

Amazon Sites 445

DCFEVER.COM 315

Unique Visitors (000)Top 5 Retail Sites per Country


Hewlett Packard 207

IndonesiaAmazon Sites 761

INDONETWORK.CO.ID 659


BHINNEKA.COM 322

SMADAV.NET 320

DENTHAN.COM 469 DCFEVER.COM 315

PhilippinesAmazon Sites 991



Yahoo! Shopping 146

AVG.COM 127

SingaporeApple.com Worldwide Sites 575

Amazon Sites 423


GMARKET.COM.SG 150

SINGTELSHOP.COM 89


Online Banking on the Rise in Southeast Asia

� Visitation to Online Banking sites grew by double digits in all six countries

� Malaysia is the largest online banking market, with 2.7 million users in January

� Indonesia nearly doubled its online banking audience over the past year


Growth in Unique Visitors (000): Online Banking

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, January 2010 vs January 2011

2,360

435701

377

1,304779

2,746

749 949525

1,543

889


Jan-10 Jan-11

+16%

+72% +35% +39%

+18%

+14%

Local Banks Secure Top Ranking in Most Markets

� Besides Hong Kong, where HSBC led as the most-visited online bank, all other markets saw local brands secure the top spot

� Global banking brand Citigroup also secured positions within the top rankings of several countries

Country

#1 Online Banking Destination



Malaysia Maybank Group Cimbclicks.com.my Pbebank.com


Malaysia Maybank Group Cimbclicks.com.my Pbebank.com

Indonesia Bankmandiri.co.id BNI.CO.ID Citigroup

Vietnam Vietcombank.com.vn Acb.com.vn Dongabank.com.vn

Philippines Bpiexpressonline.com Citigroup HSBC

Hong Kong HSBC Bochk.comStandard Chartered PLC

Singapore Dbs.com.sgUnited Overseas Bank Group

Citigroup


+11% +17% 7%

A Clear Appetite for Multimedia in Southeast Asia

� With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average

� Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content

Growth in Reach: Multimedia Sites


63% 65%56%

49%

66% 61%72%67% 72%

55%67% 73% 72% 77%



+6% +11%

-1%+36% +11% +17% 7%


Average Video Viewer in High-Bandwidth Hong Kong an d Singapore Watched Twice as Much Video as Viewers in Malaysia

� Among the three markets in Southeast Asia where comScore measures actual video consumption, Malaysia has the largest number of online video viewers but the lightest average usage

� The average Hong Kong web user who watched online video in January viewed almost 12 hours of video content over the course of the month

Total Unique Video Viewers (000) Videos per Viewer Hours per Viewer


8,188.6

3,748.6

2,343.6

Malaysia

Hong Kong

Singapore

Viewers (000)

62

127

114

Malaysia

Hong Kong

Singapore

Videos per Viewer

5.0

11.9

10.7

Malaysia

Hong Kong

Singapore

Hours per Viewer

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, January 2011

Large Nonresident Population Drives Visiting to Phi lippine News

� Filipino News sites source the majority of their traffic from outside the country

� In Vietnam, local sites are preferred, but traffic from outside the country is minimal

78%VnExpress

Global UV (000)

5,254 37%INQUIRER.NET

Global UV (000)

765

Vietnam Philippines

Visitation to Local News/Info SitesIn-country vs Out-of-country Traffic


86%

76%

85%

83%

24H.COM.VN

Dan Tri

VietNamNet Bridge

VIETBAO.VN

Within Vietnam Outside Vietnam

3,722

3,721

2,903

2,615

41%

46%

33%

36%

GMANEWS.TV

PHILSTAR.COM

ABS-CBNNEWS.COM

MB.COM.PH

Within Philippines Outside Philippines

574

468

650

412


Blog Use is Also Robust in this Region

� All six countries outpaced the global reach of Blogs

� The growth of the category, however, is flat in Hong Kong and Singapore

� Blogs are a key political channel in some countries; higher growth in the Philippines may be a result of increased political activity in a presidential election year

Growth in Reach: Blog Sites


50% 54%63%

56%43%

56% 60%50%

58%68%

57% 51% 55% 55%



--+8%

+8%+1%

+18% -2% -9%

Search Snapshot for Southeast Asia

� Searchers in the Philippines had the highest average number of searches per searcher; Users in Hong Kong and Singapore were also heavy searchers

� Google accounts for 67% of all searches globally; in this region, with the clear exception of Hong Kong, users were more likely to use Google for their searches

960Malaysia 98.7Malaysia 76%Malaysia

Total Searches (MM) Avg Searches per Searcher Google Share of Searches


960

746

563

788

501

304

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

98.7

91.4

86.4

150.4

125.1

115.4

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

76%

85%

93%

69%

37%

77%

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore qSearch, January 2011

Country Overviews


Social Networking, Photos, Blogs Index High in Mala ysia

Key CategoriesReach in Malaysia vs WW Average

91%

88%

81%

72%

70%

85%

53%

67%

Social Networking

Search/Navigation

Photos

Multimedia

50%

48%

44%

39%

53%

60%

64%

46%

Technology

News/Information

Retail

Business/Finance

93

79

70

86

Index: 129

103

154

108

32© comScore, Inc. Proprietary and Confidential. Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010

58%

58%

57%

53%

53%

52%

67%

50%

68%

63%

57%

58%

51%

Blogs


e-mail

Downloads

Community

Games

36%

28%

20%

19%

15%

14%

46%

35%

30%

32%

33%

29%

31%

Instant Messengers

Travel

Sports

TV

Education

AuctionsMalaysia

Worldwide

104

95

63

59

54

44

117

85

91

93

91

102

Central Malaysia Accounts for Half of the Country’s Web Activity

� Web users in Negeri Sembilan, Selangor and Kuala Lumpur make up 54% of the country’s Internet population

27%

36%

25%

34%

Banking

Instant Messengers� Web users in the Central region

are more likely to visit Banking

Reach of Key Categories


59%

90%

27%

49%

43%

33%

57%

91%

27%

50%

45%

39%

e-mail

Social Networking

Travel

News/Information

Retail

Online Gaming

Central Region Rest of Malaysia

are more likely to visit Banking sites and to use IM and webmail

� Online Gaming sites are more likely to be visited by users outside Central Malaysia

� Highest-indexing categories are in fact location-specific categories such as Job Search, Maps, and Real Estate

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), January 2011

Online Video in Malaysia

Unique Viewers

Percent of 15+ Internet Audience

Percent of Total Population

8.2MM

45%

505

78%

34© comScore, Inc. Proprietary and Confidential. Malaysian Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, January 2011

41MM

Total Videos

Total Hours of Video

Videos per Viewer

Hours per Viewer

505MM

625.0

SNs, Photos, Blogs, News Most Popular in Indonesia

Key CategoriesReach in Indonesia vs WW Average

Index: 129

103

154

90%

85%

76%

68%

70%

85%

53%

50%

Social Networking

Search/Navigation

Photos

Blogs

50%

48%

43%

27%

64%

53%

51%

35%

Retail

Technology

Games

Instant Messengers

78

91

84

78

Index: 128

100

143

136


154

108

117

85

91

93

91

102

66%

56%

55%

55%

53%

50%

50%

60%

63%

67%

68%

58%

57%

News/Information

e-mail

Multimedia


Community

Downloads

25%

24%

23%

22%

18%

16%

35%

46%

29%

32%

30%

21%

33%

Business/Finance

Education

Sports

Travel

Health

TVIndonesia

Worldwide

56

85

73

73

83

49

109

89

83

81

91

88

Instant Messengers, News are Key Categories in Viet nam

Key CategoriesReach in Vietnam vs WW Average

Index: 129

103

154

Index: 128

100

143

136

91%

90%

72%

72%

85%

60%

58%

35%

Search/Navigation

News/Information

Community

Instant Messengers

57%

57%

56%

45%

57%

50%

51%

53%

Downloads

Blogs

Games

Photos

100

113

109

86

Index: 107

149

124

206


154

108

117

85

91

93

91

102

109

89

83

81

91

88

69%

67%

67%

66%

66%

60%

35%

64%

68%

67%

63%

70%

53%

Retail


Multimedia

e-mail

Social Networking

Technology

37%

37%

35%

35%

28%

23%

53%

46%

29%

32%

31%

24%

33%

Business/Finance

Education

Sports

Auctions

Automotive

TVVietnam

Worldwide

82

128

112

113

119

70

108

97

100

105

94

112

Photos, Social Networking and IM Index High in the Philippines

Key CategoriesReach in the Philippines vs WW Average

Index: 129

103

154

Index: 128

100

143

136

95%

88%

87%

73%

70%

53%

85%

67%

Social Networking

Photos

Search/Navigation

Multimedia

51%

48%

47%

43%

53%

64%

60%

35%

Technology

Retail

News/Information

Instant Messengers

95

75

79

123

Index: 135

167

102

109


108

117

85

91

93

91

109

89

83

81

91

88

63%

61%

60%

60%

52%

51%

67%

63%

68%

51%

57%

58%

50%

Multimedia

e-mail


Games

Downloads

Community

Blogs

27%

24%

23%

22%

19%

15%

35%

30%

46%

32%

29%

33%

21%

Instant Messengers

Travel

Business/Finance

Sports

Education

TV

HealthPhilippines

Worldwide

123

92

53

74

76

58

72

100

90

118

105

89

102

Business/Finance and News are Key in Hong Kong

Key CategoriesReach in Hong Kong vs WW Average

85%

76%

72%

71%

85%

70%

67%

60%

Search/Navigation

Social Networking

Multimedia

News/Information

55%

53%

51%

48%

50%

53%

51%

57%

Blogs

Technology

Games

Downloads

109

100

99

84

Index: 100

107

107

119


67%

66%

62%

61%

56%

55%

60%

63%

53%

64%

68%

46%

58%

e-mail

Photos

Retail


Business/Finance

Community

45%

40%

38%

32%

24%

19%

57%

35%

31%

33%

30%

29%

32%

Instant Messengers

Auctions

TV

Travel

Education

SportsHong Kong

Worldwide

130

129

115

107

83

60

106

125

97

90

122

95

Online Video in Hong Kong

Unique Viewers



3.7MM

60%

476

86%

39© comScore, Inc. Proprietary and Confidential. Hong Kong Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, January 2011

45MM

Total Videos


Videos per Viewer

Hours per Viewer

476MM

12711.9

Travel, IMs, Photos are Highest Indexing in Singapo re

Key CategoriesReach in Singapore vs WW Average

87%

82%

77%

68%

85%

70%

67%

53%

Search/Navigation

Social Networking

Multimedia

Photos

54%

52%

50%

48%

53%

51%

57%

35%

Technology

Games

Downloads

Instant Messengers

102

102

88

137

Index: 102

116

116

128


65%

65%

59%

58%

58%

55%

53%

63%

58%

68%

64%

60%

50%

e-mail

Community


Retail

News/Information

Blogs

47%

44%

27%

27%

24%

19%

35%

30%

46%

33%

32%

29%

31%

Travel

Business/Finance

TV

Sports

Education

AuctionsSingapore

Worldwide

157

96

84

85

83

60

103

112

87

91

96

110

Online Video in Singapore

Unique Viewers



2.3MM

58%

266

78%

41© comScore, Inc. Proprietary and Confidential. Singaporean Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, January 2011

25MM

Total Videos


Videos per Viewer

Hours per Viewer

266MM

11410.7

Thank You!


State of the Internet with a Focus on Southeast Asi a9 March 2011

Joe Nguyen Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | email [email protected]

Com score state of the internet southeast asia march 2011

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