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ComScore - Southeast Asia Digital Future in Focus 2013
- 1. Key Insights and Digital Trends from Southeast Asia
© comScore, Inc.
Proprietary.
26 July 2013
- 2. Introduction
#FutureinFocus
Executive Summary
Media fragmentation is occurring at light speed in
today’s multi-platform environment, which features
not only computers, but smartphones, tablets,
gaming platforms and a seemingly ever-increasing
number of emerging devices.
comScore has been preparing for a future
scenario where most people will consume content
on the go and PCs would no longer be the centre
of the digital universe. This future is quickly
becoming a reality.
The strong swelling of mobile audiences, devices
and consumption habits have shown us that
consumers have become more platform agnostic in
their digital media consumption and happily switch
devices throughout the day and into the night to stay
up to date on email, news, social media etc.
The following report examines how the latest
trends in web usage, online video, mobile and
search, social and shopping are currently shaping
the UK digital marketplace and what that means
for the coming year, as comScore helps bring the
digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:
A Singh
worldpress@comscore.com
© comScore, Inc.
Proprietary.
2
- 3. Key Takeaways
More than 40% of internet users come
from APAC
Internet user numbers across APAC continue
to grow at a much greater pace than any
other market. Six countries from Southeast
Asia is home to an online population in
excess of 62 million.
Growth driven by younger power users
Users from Thailand and Vietnam record the
highest time spent online which is clearly
explained by a significantly large percentage
of population under the age of 35.
E-commerce starts to make a move
Local and regional online retail setups are
beginning to capture the Southeast Asian
online audience. In the online travel category,
low cost airlines and meta-search platforms
see healthy traffic.
© comScore, Inc.
Proprietary.
Social networking still captures majority of
screen time
Social Networks capture the largest percentage of
consumers’ time in the region. Facebook
continues to be the number one social network
with 3 of its top 15 markets by reach in Southeast
Asia. Twitter, LinkedIn and Tumblr are the other
established players in most markets.
Entertainment and online video continues to
grow
The online video audience in Southeast Asia grew
around 8 percent in the past year, YouTube
continues to be the top video property in all
markets. Music, movies and entertainment sites
get more visitors and time spent than global
averages.
3
- 4. Content
SETTING THE SCENE
Global Overview
5
Southeast Asia Landscape
9
2013 SEA FUTURE IN FOCUS
Digital Audience Behaviour
14
Social Networking
20
Online Retail
26
News and Information
31
Online Travel
35
Entertainment and Online Video
39
Search
46
Country Spotlights
50
Conclusion
57
Tweet-bits
61
Methodology
62
About comScore
64
© comScore, Inc.
Proprietary.
4
- 6. Distribution of Worldwide Internet Audience
The US is no Longer the Center of the Online Universe
34%
Outside US
87%
Outside US
Middle
East - Africa
9%
North
America
14%
Latin
America
9%
Asia
Pacific
41%
Europe
27%
66%
13%
1996
2012
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
6
- 7. Southeast Asia online population in excess of 62 million
Grows at a healthy 9% in the last year
Total 644 MM
Rest of APAC,
13.9%
Share of Asia Pacific Online Population
Total 604 MM
Rest of APAC,
13.5%
Southeast Asia,
9.4%
Southeast Asia,
9.6%
Japan, 12.2%
Japan, 11.4%
India, 9.3%
India, 11.5%
China, 55.2%
China, 54.0%
Mar-12
Mar-13
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
7
- 8. Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
Hours per Visitor
37.2
26.8
Global Average:
23.4 Hours a Month
26.1
17.3
North America
Europe
Latin America
17.2
Middle East - Africa
Asia Pacific
Unique Visitors (MM)
+7%
604
644
+5%
391
412
+12%
+1%
215
217
131
Asia Pacific
Europe
© comScore, Inc.
Proprietary.
+3%
North America
147
Latin America
130
134
Mar-12
Mar-13
Middle East Africa
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
8
- 10. Online Audience in Southeast Asia
High Growth in Developing Regions
18.0
16.1
16.0
14.0
Vietnam, the largest audience in the region,
added 2 million internet users in the past
year, a growth rate of 14%
14.1
13.6
12.4
12.0
The internet audience in the Philippines is
the fastest-growing in the region, growing
by 22% since March 2012.
11.8 11.8
10.0
8.9
9.5
Mar-12
Mar-13
7.4
8.0
6.1
6.0
4.0
3.3 3.4
2.0
Vietnam
Indonesia
© comScore, Inc.
Malaysia
Proprietary.
Thailand
Philippines
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
10
- 11. Engagement Across Southeast Asian Audiences
Users in Thailand and Vietnam Spent the Most Time Online
Average Time Spent Online (Hours)
March 2013
Vietnam
26.2
Thailand
27.2
Singapore
16.6
Philippines
16.4
Malaysia
16.0
Indonesia
13.5
Axis Title
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
11
- 12. Demographic Distribution of Southeast Asian Audiences
Emerging Internet Markets in the Region Skew Very Young
In Thailand and Vietnam, 74% of the audience is under 35
% of Online Population by Age
Vietnam
42%
Thailand
Singapore
45%
24%
40%
26%
43%
15-24
© comScore, Inc.
Proprietary.
35-44
8% 5%
7% 4%
17%
16%
8%
19%
45-54
9%
5%
10%
22%
27%
25-34
14%
25%
31%
37%
Indonesia
14%
29%
27%
Philippines
Malaysia
32%
6%
8% 4%
55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
12
- 13. Youngest Web Users Are Heaviest Web Users
Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand
30.0
25.0
28.3
27.7
24.2
22.2
20.0
18.2
14.5
15.0
16.5 16.0
16.4
15.2
13.5 13.6
10.0
5.0
0.0
Vietnam
Thailand
Singapore Philippines
Under 35
© comScore, Inc.
Proprietary.
Malaysia
Indonesia
Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
13
- 15. Non-PC traffic in South-East Asia zooms ahead, in excess of 20%
This number is accelerating with each passing month
100%
95%
90%
85%
Non-PC
Traffic:
15.4%
80%
75%
Sep-12
Non-PC
Traffic:
20.9%
Oct-12
Nov-12
PC
© comScore, Inc.
Proprietary.
Dec-12
Mobile
Tablet
Jan-13
Feb-13
Mar-13
Other
Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13
15
- 16. Social Networking Captures Large Share of PC Screen Time in SEA
Share of Time Spent on Services (Email, IM) Also Significant
100%
Share of Total Minutes Spent Online
90%
80%
70%
14.5%
Other
60%
13.2%
14.2%
17.3%
50%
19.3%
40%
13.2%
16.0%
16.1%
Entertainment
Services
Social Networking
15.4%
17.7%
41.5%
20%
10%
News/Information
19.5%
16.9%
21.9%
30%
Retail
17.5%
19.7%
21.6%
25.4%
32.3%
30.8%
16.1%
0%
Worldwide Vietnam
Indonesia
© comScore, Inc.
Proprietary.
Malaysia
Thailand Philippines Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
16
- 17. Average Hours per Visitor
Males in the Region Spend More Time Online than Women
Differences in Usage Largest in Vietnam, Thailand, and Singapore
29.0
27.9
24.2
25.4
Males
18.5
17.1
14.8
15.6
16.8
15.1
Females
14.6
12.1
Vietnam
Thailand
Singapore
Philippines
Malaysia
Indonesia
48%
44%
Female Share of Internet Population
47%
49%
© comScore, Inc.
51%
Proprietary.
49%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
17
- 18. Globally, Women are More Likely to Visit Family, Home, and Retail
Sites; Men Gravitate Towards Sports, Auto, and Technology
(Highest)
(Lowest)
F-to-M
Reach
Index
F-to-M
Reach
Index
Fragrances/Cosmetics
168
Politics
78
Flowers/Gifts/Greetings
152
Technology - News
78
Lifestyles - Food
140
Automotive
77
Department Stores
137
Gaming Information
76
Jewelry/Accessories
137
Online Gambling
75
Teens
133
Sports
74
Family & Parenting
130
Online Trading
69
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
18
- 19. Device usage varies significantly by time of day
PC’s take up work hours, while tablets rule evenings
Tablets popular at
night
Share of Device Page Traffic on a Typical Workday
PCs dominate
working hours
Mobiles
brighten the
commute
© comScore, Inc.
Proprietary.
Source: comScore Device Essentials, July 2013, Singapore
19
- 21. Social Networking Category Captures the Largest Percentage of
Consumers’ Time in Southeast Asia
All SEA Countries Index Higher
than Worldwide average reach
of Social Networking sites
Percent of Web Users Visiting a
Social Networking Site
96.1
93.9
91.6
88.2
Vietnam
86.9
85.4
Thailand
Singapore Philippines Malaysia
Indonesia
Mar-2013
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
21
- 22. The Philippines, Thailand, and Malaysia Among Top 15 Countries
With the Highest Facebook Penetration Globally
Facebook Top 15 Markets by % Reach
Brazil
Philippines
Peru
Turkey
Argentina
Thailand
Colombia
Mexico
Chile
Venezuela
Portugal
Canada
Israel
Malaysia
Taiwan
92.6
92.2
91.4
91.1
90.8
89.3
89.0
88.5
86.8
84.2
84.1
83.2
82.9
82.3
81.0
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
22
- 23. Facebook Reach in Vietnam Doubles, #1 Social Network
Gains major share from Zing
80.0
75.0
70.0
65.0
60.0
55.0
Zing Me
Facebook
50.0
45.0
40.0
35.0
30.0
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 to March 2013
23
- 24. Top Social Networks by Country
After Facebook, Twitter, LinkedIn and Tumblr are Popular
Only Vietnam has Substantial Local Social Networks
Reach of Top 5 Social Networks
Indonesia
by Country
FACEBOOK.COM
74.5
Vietnam
FACEBOOK.COM
ZING Me
DIENDANBACLIEU.NET
KENHSINHVIEN.NET
Linkedin
32.9
12.4
10.2
7.0
TWITTER.COM
Linkedin
Yahoo! Profile
TUMBLR.COM
Malaysia
TWITTER.COM
Linkedin
TUMBLR.COM
Tagged Inc.
15.9
13.9
5.7
5.3
TWITTER.COM
TUMBLR.COM
Linkedin
Yahoo! Profile
SOCIALCAM.COM
Linkedin
PANTOWN.COM
10.8
9.4
9.2
6.1
Singapore
92.1
20.3
12.6
8.6
6.5
© comScore, Inc.
89.2
FACEBOOK.COM
TWITTER.COM
Philippines
FACEBOOK.COM
26.4
10.5
5.9
4.9
Thailand
82.3
FACEBOOK.COM
80.2
Linkedin
TWITTER.COM
TUMBLR.COM
GOODREADS.COM
Proprietary.
65.9
FACEBOOK.COM
20.1
16.0
10.2
3.9
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
24
- 25. Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region
Thailand, Philippines and Singapore had Highest Reach for the Category
Percent Reach of Photos Category
Worldwide
Vietnam
33.5%
15.5
41.9%
7.1
Malaysia
32.0%
Thailand
13.0
Indonesia
28.8%
Malaysia
Worldwide
Vietnam
27.3%
Indonesia
Minutes Spent per Visitor on Photos
Category
7.0
Thailand
8.9
Philippines
35.6%
Philippines
9.2
Singapore
35.0%
Singapore
9.4
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
25
- 27. Amazon and Lazada Among the Top Retailers in SEA
Local Players Doing Well in Vietnam
Unique Visitors (000)
Top 5 Retail Sites per Country
Vietnam
Indonesia
Malaysia
VATGIA.COM
6,322
AVG.COM
1,435
Amazon Sites
1,497
Lazada Sites
2,351
Amazon Sites
1,347
AVG.COM
1,050
5GIAY.VN
2,203
Lazada Sites
1,260
Alibaba.com Corporation
935
ENBAC.COM
1,970
INDONETWORK.CO.ID
778
Apple.com Worldwide Sites
840
THEGIOIDIDONG.COM
1,793
Apple.com Worldwide Sites
703
GROUPON.MY
640
Thailand
Philippines
Singapore
WELOVESHOPPING.COM
1,732
Amazon Sites
Amazon Sites
680
Rakuten Inc
1,337
Apple.com Worldwide Sites
730
Apple.com Worldwide Sites
533
AVG.COM
1,146
AVG.COM
693
Giosis Group
440
Lazada Sites
1,086
Lazada Sites
628
Alibaba.com Corporation
326
Apple.com Worldwide Sites
1,031
MULTIPLY.COM
515
AVG.COM
264
© comScore, Inc.
Proprietary.
1,094
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
27
- 28. Spotlight: Retailer Lazada Shows Strong Growth in the Region
Heavy Increases in Penetration Over Past Six Months
+52%
Unique Visitors (000) to Lazada Sites
Sep-2012
Mar-2013
2,351
1,550
+84%
+60%
1,260
1,086
+46%
+49%
679
628
684
490
430
328
Vietnam
Thailand
© comScore, Inc.
Proprietary.
Philippines
Malaysia
Indonesia
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2012 and March 2013
comScore began tracking the Lazada Sites Property in September 2012
28
- 29. Spotlight: International Leader Amazon, loses share
Malaysia, Vietnam and Indonesia show biggest drop
Unique Visitors (000) to Amazon Sites
-28%
577
Apr-12
416
Mar-13
-20%
295
-5%
235
182
173
-18%
159
130
Indonesia
Malaysia
© comScore, Inc.
Philippines
Proprietary.
Singapore
-5%
137
-26%
166
133
123
Thailand
Vietnam
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, April 2012 and March 2013
29
- 30. Retail Category Provides Lots of Headroom for Growth
Both in terms of Penetration and Time Spent
Percent Reach of Retail Category
Worldwide
73.7%
Vietnam
76.7%
Minutes Spent per Visitor on Retail
Category
Worldwide
Vietnam
Indonesia
54.8%
Indonesia
Malaysia
54.4%
Malaysia
Thailand
Philippines
67.4%
53.3%
Singapore
68.4%
© comScore, Inc.
Proprietary.
79.5
Thailand
Philippines
Singapore
36.5
21.8
18.0
20.3
17.4
33.2
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
30
- 32. Reach of News/Information Category is Highest in Singapore,
but Visitors in Vietnam Spend the Most Time on Those Sites
Percent Reach of
News/Information Category
Minutes Spent per Visitor on
News/Information Category
Worldwide
Vietnam
90.0%
Indonesia
92.3%
Proprietary.
75.9
37.4
32.9
Philippines
50.0%
© comScore, Inc.
194.8
Thailand
71.0%
Singapore
Vietnam
Malaysia
73.0%
Thailand
69.7
Indonesia
63.5%
Malaysia
Philippines
Worldwide
76.1%
Singapore
25.9
55.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
32
- 33. Large Nonresident Population Drives Visiting to Filipino News Sites
Singapore’s News Channels Source Traffic from Within the Region
4,000
8,000
12,000
0
INDONESIA
VIETNAM
0
VnExpress
DANTRI.COM.VN
Bao Moi
detikcom
0
The Star Online
500
4,000
Sanook News
Manager Media Group
1,000 1,500 2,000
INQUIRER.NET
63%
61%
0
SINGAPORE
0
2,000
Nation Multimedia Group
THEMALAYSIANINSIDE…
PHILIPPINES
6,000
Kompas Gramedia
1,000 1,500 2,000
THAILAND
MALAYSIA
500
Malaysiakini Sites
PHILSTAR.COM
4,000
Kapanlagi.com Sites
0
ABS-CBNNEWS.COM
2,000
The AsiaOne Network
5,000
10,000
74%
CHANNELNEWSASIA.COM
63%
In-Country UV (000)
© comScore, Inc.
Proprietary.
Out-of-Country UV (000)
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
33
- 34. Blogs Form an Important Component of News Stream
Reach of the Category is Highest in Indonesia and Thailand
Percent Reach of Blogs Category
Worldwide
Minutes Spent per Visitor on
Blogs Category
Worldwide
53.3%
Vietnam
Vietnam
49.5%
Indonesia
71.6%
Malaysia
71.3%
Philippines
49.7%
Singapore
58.5%
© comScore, Inc.
Proprietary.
15.6
Indonesia
32.9
Malaysia
64.5%
Thailand
29.5
28.3
Thailand
Philippines
20.8
14.4
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
25.2
34
- 36. Well Traveled Singaporeans Have Highest Visitation to Travel Sites
Users in Thailand also Visit at an Above-Average Rate, while Indonesians
Spent the Most Time on the Category
Percent Reach of Travel Category
Worldwide
Minutes Spent per Visitor on
Travel Category
Worldwide
35.7%
Vietnam
23.0%
Vietnam
Indonesia
22.9%
25.6
Indonesia
Malaysia
Thailand
Philippines
Malaysia
30.0%
37.7%
Philippines
27.8%
Singapore
45.7%
© comScore, Inc.
Proprietary.
Thailand
9.2
32.3
19.2
17.3
15.7
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
25.4
36
- 37. Visiting to Travel Subcategories
Singapore and Thailand lead others in the travel segment
30.0%
% Reach of Travel Subcategories
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Travel - Information
Vietnam
Indonesia
Online Travel Agents
Malaysia
© comScore, Inc.
Proprietary.
Thailand
Hotels/Resorts
Philippines
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
Airlines
Worldwide
37
- 38. Priceline Has Made Major Inroads in All Markets in Southeast Asia
Local Low-Cost Airlines Prominent in Top Sites Lists Across Region
Unique Visitors (000)
Top 5 Travel Sites per Country
Vietnam
Indonesia
Malaysia
Priceline.com Incorporated
424
Priceline.com Incorporated
970
Priceline.com Incorporated
1,278
MYTOUR.VN
309
LIONAIR.CO.ID
561
AirAsia
1,078
VIETJETAIR.COM
305
AirAsia
513
Malaysia Airlines
672
Vietnam Airlines
301
TripAdvisor Inc.
396
TripAdvisor Inc.
629
Qantas Airlines
294
GARUDA-INDONESIA.COM
381
Orbitz Worldwide
294
Thailand
Priceline.com Incorporated
Philippines
1,229
Singapore
Priceline.com Incorporated
569
STREETDIRECTORY.COM
374
Sanook Travel
557
CEBUPACIFICAIR.COM
464
Priceline.com Incorporated
372
AirAsia
541
TripAdvisor Inc.
336
TripAdvisor Inc.
299
TripAdvisor Inc.
389
AirAsia
199
Tiger Airways
238
CHIANGRAIFOCUS.COM
346
Orbitz Worldwide
168
Qantas Airlines
203
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
38
- 40. Countries with More Young People Visit and Spend More Time on
Entertainment Sites
Percent Reach of Entertainment
Category
Worldwide
88.0%
Vietnam
Indonesia
96.1%
79.8%
Hours Spent per Visitor on
Entertainment Category
Worldwide
3.5
Vietnam
5.3
Indonesia
2.2
2.3
Malaysia
97.2%
Malaysia
Thailand
99.1%
Thailand
Philippines
82.5%
Singapore
96.3%
© comScore, Inc.
Proprietary.
Philippines
Singapore
4.8
2.9
3.4
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
40
- 41. Web Users in Vietnam Most Likely to Visit Music, Movies, and
Entertainment News Sites in the Region
% Reach of Entertainment Subcategories
80%
63%
79%
Multimedia
94%
73%
82%
80%
41%
36%
41%
36%
36%
Entertainment Music
61%
Entertainment News
33%
23%
16%
25%
As in almost all
markets, YouTube
accounts for the lion’s
share of visiting to
Multimedia sites in this
region
Local sites typically
dominate the Entertainment
News category
41%
59%
Entertainment Movies
16%
26%
47%
21%
36%
26%
32%
20%
Proprietary.
Malaysia
Philippines
44%
© comScore, Inc.
Indonesia
Thailand
16%
18%
TV
Vietnam
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
41
- 42. Most Top Entertainment Sites in SEA are International Properties
Unique Visitors (000)
Top 5 Entertainment Sites per Country
Vietnam
Indonesia
Malaysia
YOUTUBE.COM
11,101
YOUTUBE.COM
7,171
YOUTUBE.COM
7,339
ZING MP3
9,711
omg! from Yahoo!
2,172
CBS Interactive
2,152
24h Online Advertising JSC
7,054
KAPANLAGI.COM
2,133
VEVO
1,884
KENH14.VN
5,373
CBS Interactive
1,808
Viacom Digital
1,730
NHACCUATUI.COM
5,236
VEVO
1,636
DAILYMOTION.COM
1,329
Thailand
Philippines
Singapore
YOUTUBE.COM
7,289
YOUTUBE.COM
4,902
YOUTUBE.COM
MTHAI.COM
3,329
VEVO
1,563
iTunes Software (App)
978
DAILYMOTION.COM
2,491
CBS Interactive
1,447
CBS Interactive
870
VEVO
2,053
Viacom Digital
1,231
MediaCorp Network
772
iTunes Software (App)
1,589
iTunes Software (App)
1,225
VEVO
694
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
1,989
42
- 43. Online Video Shows Steady Growth Over the Past Year
42 Million Online Video Viewers in the Region* Now
16,000
+14%
14,000
12,000
-2%
+3%
10,000
8,000
+18%
6,000
4,000
+5%
2,000
0
Vietnam
Indonesia
Malaysia
Apr-2012
Philippines
Singapore
Apr-2013
*Sum of 5 Countries Under Video Measurement by comScore
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013
43
- 44. But Videos Per-Viewer on PC moves in opposite direction
Videos Viewed per Visitor
-46%
192.6
-26%
160.6
-3%
-41%
119.1
104.8
-29%
98.4 95.3
Apr-12
Apr-13
100.4
71.2
59.4
50.5
Vietnam
Indonesia
© comScore, Inc.
Malaysia
Proprietary.
Philippines
Singapore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013
44
- 45. Google Accounts for the Majority of Videos Viewed Overall in the
Region, with Some Exceptions
No other major player dominates
in Indonesia. 58% of videos
viewed are on video properties, of
which none comprise more than
2.5% of the total
Share of
Videos
Viewed
In the Philippines,
14.5% of Videos
Viewed are on
Facebook
23%
24%
36%
46%
58%
77%
76%
64%
54%
42%
Vietnam
Total
Number of
Videos Viewed
All Others
Google Sites
Indonesia
1.6 B
459 M
© comScore, Inc.
Proprietary.
Malaysia
931 M
Philippines
Singapore
357 M
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013
353 M
45
- 47. Number of People Using Search Continues to Grow
Except for Singapore and Malaysia
Growth in Unique Searchers
March 2012 to March 2013
Worldwide, the number
of unique searchers
grew by 6% over the
same time period
Unique Searchers (MM)
+13%
15.3
+7%
13.6
+6%
9.5
11.4
12.3
-2%
10.9 10.7
10.0
+19%
6.8
5.7
--
3.0 3.0
Vietnam
Thailand
Indonesia
Mar-12
© comScore, Inc.
Proprietary.
Malaysia
Philippines
Singapore
Mar-13
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013
47
- 48. Thai Internet Users the Heaviest Searchers
Singapore, Malaysia, Indonesia Score Below Global Average
143.3
122.1
120.8
Searches per Searcher
119.7
97.3
91.1
83.9
World-Wide
Vietnam
© comScore, Inc.
Thailand
Proprietary.
Singapore
Philippines
Malaysia
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013
Indonesia
48
- 49. As is the Case Globally, Google Captures Vast Majority of Search
Market in the Region
Google Share of Total
Searches
In Indonesia, Malaysia, the Philippines and
Singapore, Yahoo! takes the #2 spot, but only
accounts for less than 6% of searches in each of
those countries
96%
97%
88%
87%
Vietnam
Thailand
Indonesia
Malaysia
Google Share of Searches
© comScore, Inc.
Proprietary.
84%
84%
Philippines Singapore
All Other
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013
49
- 51. SPOTLIGHT: INDONESIA
Key Categories
Indonesians More Likely to Visit Blogs and Social Networks
Other Key Categories Have Growth Potential
Highest-Indexing Categories by Reach, Compared to WW Averages
72%
Blogs
44%
53%
87%
Social Networking
67%
Photos
79%
86%
79%
87%
Search/Navigation
80%
83%
88%
Entertainment
Proprietary.
63%
67%
76%
News/Information
53%
56%
65%
63%
74%
78%
Multimedia
Indonesia
© comScore, Inc.
29%
23%
33%
e-mail
52%
53%
54%
Games
59%
54%
67%
Lifestyles
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
51
- 52. SPOTLIGHT: MALAYSIA
Key Categories
Malaysian Web Users More Likely to Visit Blog Sites; Also More Likely
to Visit Social Networks and Entertainment Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
64%
Blogs
44%
53%
92%
Social Networking
79%
74%
78%
Multimedia
67%
79%
64%
56%
65%
e-mail
97%
83%
88%
Search/Navigation
74%
68%
76%
95%
Entertainment
Directories/Resources
News/Information
73%
67%
76%
79%
87%
95%
89%
93%
Portals
Photos
Malaysia
© comScore, Inc.
Proprietary.
32%
23%
33%
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
52
- 53. SPOTLIGHT: PHILIPPINES
Key Categories
Filipino Web Users Among the Most Likely to Visit Social Networking
and Photo Sharing Sites in the World
Highest-Indexing Categories by Reach, Compared to WW Averages
96%
Social Networking
Photos
Games
67%
79%
36%
23%
33%
83%
83%
88%
Entertainment
50%
44%
53%
Blogs
55%
53%
54%
84%
79%
87%
Search/Navigation
73%
74%
78%
Multimedia
Proprietary.
56%
56%
65%
e-mail
65%
68%
76%
Directories/Resources
Philippines
© comScore, Inc.
83%
89%
93%
Portals
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
53
- 54. SPOTLIGHT: SINGAPORE
Key Categories
Wealthier, More Mature Web Audience in Singapore Focuses Visitation
on Travel, Business/Finance, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
46%
Travel
29%
36%
72%
Business/Finance
92%
71%
56%
65%
e-mail
67%
76%
73%
Technology
96%
83%
88%
Entertainment
51%
61%
44%
TV
59%
44%
53%
Blogs
52%
57%
News/Information
38%
26%
34%
Education
73%
54%
67%
Lifestyles
23%
38%
Singapore
© comScore, Inc.
Proprietary.
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
54
- 55. SPOTLIGHT: THAILAND
Key Categories
Thai Web Users More Likely to Visit a Breadth of Web Categories
Education, Blogs, and Photos Index Highest
Highest-Indexing Categories by Reach, Compared to WW Averages
47%
Education
26%
34%
68%
Blogs
59%
53%
54%
Games
44%
53%
40%
Photos
98%
83%
88%
Entertainment
98%
89%
93%
Portals
23%
33%
92%
Multimedia
70%
54%
67%
Lifestyles
74%
78%
94%
Social Networking
91%
79%
87%
Search/Navigation
67%
79%
Thailand
© comScore, Inc.
Proprietary.
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
55
- 56. SPOTLIGHT: VIETNAM
Key Categories
Web Users in Vietnam More Likely to Visit Instant Messengers,
Education, Games, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
Instant Messengers
39%
30%
21%
Entertainment
26%
34%
69%
Games
96%
83%
88%
Search/Navigation
50%
Education
73%
54%
67%
Lifestyles
95%
79%
87%
53%
54%
90%
News/Information
66%
51%
61%
Technology
67%
76%
88%
Social Networking
98%
89%
93%
Portals
67%
79%
Vietnam
© comScore, Inc.
Proprietary.
APAC
WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
56
- 58. 2013: Putting the Future in Focus
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise
in prominence as part of peoples’ personal lives
and in business environments. Consumers are
quickly becoming platform agnostic in their digital
media consumption and in today’s world they can
choose when and how they’d like to consume
content. It might be that they started watching a
film at home on their TV, continued watching it on
their smartphone on the way to work, and finished
watching it in bed at night on their tablet.
© comScore, Inc.
Proprietary.
It’s the pinnacle of convenience for consumers,
but an utter headache from an audience
measurement and advertising analytics
standpoint. comScore has adapted to this
changing digital world to become a trusted
resource for understanding cross-platform
consumer behaviour and enabling multi-platform
unification of all data.
Consumers have already adopted multiple
platforms and devices – 2013 is the year
businesses need to follow if they desire a unified,
platform-agnostic view of consumer behaviour.
58
- 59. 2013: Putting the Future in Focus
MULTI-PLATFORM TAKES CENTER STAGE
With the platform shift in full swing, businesses will
be challenged in the coming year to stay ahead of
consumers’ usage curve and deliver them with the
content they want, when and where they want it. It
will also be imperative to maintain revenue
streams in the core digital channels while
capturing market share and monetizing emerging
channels. Doing so will require businesses to get
even smarter in how they scale their content to
other platforms by developing integration
strategies that deliver unique offerings to
advertisers.
© comScore, Inc.
Proprietary.
Integration between delivery of content and the
ability to deliver campaigns in a multi-platform
fashion remains a challenge, but the companies
who facilitate this form of platform agnostic
strategy will enhance value to marketers,
simplify campaign management for agencies
and foster greater pricing equilibrium between
their content channels. As the bridge between
traditional and digital platforms, online video will
play an important leading role in how these
integration strategies materialize.
59
- 60. 2013: Putting the Future in Focus
VALIDATION MATTERS
According to ZenithOptimedia's Advertising
Expenditure Forecasts, APAC is already the
largest advertising market outside North America.
Internet ad expenditure is set to overtake that of
newspapers by the end of 2014. By 2015, online
advertising will account for 21.9% of all adspend.
While delivering advertising at scale remains
important, an increased premium on accountability
and performance means advertisers may be
sacrificing quantity for quality – whether that
means leveraging more rich media, experimenting
with larger ad units, or demanding ad viewability.
© comScore, Inc.
Proprietary.
comScore’s vCE benchmark study about
viewable impressions over 1000’s of
campaigns, showed that an average of 54%
ads were never actually seen by their target
audiences. It is more important than ever for
advertisers to evaluate campaign viewability to
improve optimisation and maximise the return
on their media spend.
Look for advertisers to demand more
accountability and publishers to reconfigure site
design and ad inventory to improve
performance in the coming year.
60
- 61. Tweet-bits
•
Asia Pacific accounts for 41% of the total online population, 644 million http://cmsc.re/hGKMc
#FutureinFocus
•
16.1m, Vietnam has the largest online population in Southeast Asia http://cmsc.re/hGKMc #FutureinFocus
•
Philippines is the fastest growing online audience in the region, grew almost 22% http://cmsc.re/hGKMc
#FutureinFocus
•
Non-PC traffic in South-East Asia zooms ahead, in excess of 20% http://cmsc.re/hGKMc #FutureinFocus
•
27.2 hours spent online by Thais in a month, highest average in SEA http://cmsc.re/hGKMc
#FutureinFocus
•
74% of Vietnamese and Thai online population is under 35 yrs old http://cmsc.re/hGKMc #FutureinFocus
•
41.5% of PC screen time is spent on Social in the Philippines http://cmsc.re/hGKMc #FutureinFocus
•
3 of the top 15 Facebook markets by % reach are in SEA http://cmsc.re/hGKMc #FutureinFocus
•
Non-resident Filipinos drive more than half of news website traffic in the Philippines http://cmsc.re/hGKMc
#FutureinFocus
•
Indonesia is the blogging capital of SEA, average 32.9 minutes spent on blogs per visitor
http://cmsc.re/hGKMc #FutureinFocus
•
42 million Southeast Asians watch videos online http://cmsc.re/hGKMc #FutureinFocus
© comScore, Inc.
Proprietary.
61
- 63. Methodology and Definitions
This report utilises data from the comScore suite of products, including
comScore MMX Multi-Platform (Beta), comScore qSearch, comScore
Video Metrix, comScore MobiLens, and comScore Device Essentials.
comScore MMX
The comScore MMX suite of syndicated products sets the standard for
digital audience measurement and media planning. Powered by Unified
Digital Measurement™, the revolutionary measurement approach that
bridges panel-based and website server-based metrics to account for 100
percent of a site’s audience, MMX delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.
MMX reports on more than 70,000 entities, with audience measurement for
43 individual countries and 6 global regions, as well as worldwide totals.
The comScore MMX product suite includes individual products utilised
within this report including comScore MMX Multi-Platform (Beta),
comScore qSearch, comScore Ad Metrix and comScore Video Metrix.
http://www.comscore.com/Products/Audience_Analytics/MMX
© comScore, Inc.
Proprietary.
63
- 64. ABOUT COMSCORE
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,
mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom
services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and
Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™
(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than
2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, ViaMichelin and Yahoo!.
STAY CONNECTED
www.comscore.com
www.facebook.com/comscoreinc
www.linkedin.com/company/comscore-inc
www.youtube.com/user/comscore
© comScore, Inc.
Proprietary.
64
- 65. #FutureinFocus
SEA Digital
Future in Focus 2013
Key Insights from the last 12 months and the way forward
Email:
www.comscore.com
Media Requests: worldpress@comscore.com
www.facebook.com/comscoreinc
www.facebook.com/comscoreinc
@comScoreEMEA
@comScore
© comScore, Inc.
Proprietary.