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Comscore report on Southeast Asia Digital future

Comscore report on Southeast Asia Digital future
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    Comscore - 2013 southeast-asia-digital-future-in-focus Comscore - 2013 southeast-asia-digital-future-in-focus Presentation Transcript

    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Key Insights and Digital Trends from Southeast Asia 26 July 2013
    • © comScore, Inc. Proprietary. 2 Introduction 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. 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. 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 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 #FutureinFocus
    • © comScore, Inc. Proprietary. 3 Key Takeaways 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. 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. 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.© comScore, Inc. Proprietary. GLOBAL OVERVIEW #FutureinFocus
    • © comScore, Inc. Proprietary. 6 Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 66% 13% 34% 87% 1996 2012 Outside US Asia Pacific 41% Europe 27% North America 14% Middle East - Africa 9% Latin America 9% Outside US Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 7 Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 China, 55.2% China, 54.0% India, 9.3% India, 11.5% Japan, 12.2% Japan, 11.4% Southeast Asia, 9.4% Southeast Asia, 9.6% Rest of APAC, 13.9% Rest of APAC, 13.5% Mar-12 Mar-13 ShareofAsiaPacificOnlinePopulation Total 604 MM Total 644 MM
    • © comScore, Inc. Proprietary. 8 37.2 26.8 26.1 17.3 17.2 North America Europe Latin America Middle East - Africa Asia Pacific HoursperVisitor Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Global Average: 23.4 Hours a Month 604 391 215 131 130 644 412 217 147 134 Asia Pacific Europe North America Latin America Middle East - Africa UniqueVisitors(MM) Mar-12 Mar-13 +7% +5% +1% +12% +3% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SOUTHEAST ASIAN ONLINE LANDSCAPE #FutureinFocus
    • © comScore, Inc. Proprietary. 10 Online Audience in Southeast Asia High Growth in Developing Regions 14.1 12.4 11.8 8.9 6.1 3.3 16.1 13.6 11.8 9.5 7.4 3.4 - 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 Vietnam Indonesia Malaysia Thailand Philippines Singapore Mar-12 Mar-13 The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March 2012. Vietnam, the largest audience in the region, added 2 million internet users in the past year, a growth rate of 14% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
    • © comScore, Inc. Proprietary. 11 Engagement Across Southeast Asian Audiences Users in Thailand and Vietnam Spent the Most Time Online 13.5 16.0 16.4 16.6 27.2 26.2 Indonesia Malaysia Philippines Singapore Thailand Vietnam Axis Title Average Time Spent Online (Hours) March 2013 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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 42% 45% 24% 40% 37% 43% 32% 29% 27% 31% 26% 27% 14% 14% 25% 16% 22% 19% 8% 7% 17% 9% 10% 8% 5% 4% 8% 5% 6% 4% Vietnam Thailand Singapore Philippines Malaysia Indonesia %ofOnlinePopulationbyAge 15-24 25-34 35-44 45-54 55+ Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 13 Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand 27.7 28.3 18.2 16.5 16.4 13.5 22.2 24.2 14.5 16.0 15.2 13.6 0.0 5.0 10.0 15.0 20.0 25.0 30.0 Vietnam Thailand Singapore Philippines Malaysia Indonesia Under 35 Over 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. DIGITAL AUDIENCE BEHAVIOUR #FutureinFocus
    • © comScore, Inc. Proprietary. 15 Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month 75% 80% 85% 90% 95% 100% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 15.4% Non-PC Traffic: 20.9% Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13
    • © comScore, Inc. Proprietary. 16 Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services (Email, IM) Also Significant 19.7% 21.6% 25.4% 32.3% 30.8% 41.5% 16.1% 16.0% 15.4% 21.9% 16.9% 16.1% 17.3% 17.7% 13.2% 19.3% 13.2% 14.2% 17.5% 14.5% 19.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore ShareofTotalMinutesSpentOnline Other Retail News/Information Entertainment Services Social Networking Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 17 Males in the Region Spend More Time Online than Women Differences in Usage Largest in Vietnam, Thailand, and Singapore 27.9 29.0 18.5 17.1 16.8 14.6 24.2 25.4 14.8 15.6 15.1 12.1 Vietnam Thailand Singapore Philippines Malaysia Indonesia AverageHoursperVisitor Males Females Female Share of Internet Population 47% 49% 51% 49% 48% 44% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 18 (Lowest) F-to-M Reach Index Politics 78 Technology - News 78 Automotive 77 Gaming Information 76 Online Gambling 75 Sports 74 Online Trading 69 Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology (Highest) F-to-M Reach Index Fragrances/Cosmetics 168 Flowers/Gifts/Greetings 152 Lifestyles - Food 140 Department Stores 137 Jewelry/Accessories 137 Teens 133 Family & Parenting 130 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 19 Device usage varies significantly by time of day PC’s take up work hours, while tablets rule evenings ShareofDevicePageTrafficonaTypicalWorkday Mobiles brighten the commute PCs dominate working hours Tablets popular at night Source: comScore Device Essentials, July 2013, Singapore
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SOCIAL NETWORKING #FutureinFocus
    • © comScore, Inc. Proprietary. 21 88.2 93.9 85.4 96.1 91.6 86.9 Vietnam Thailand Singapore Philippines Malaysia Indonesia Percent of Web Users Visiting a Social Networking Site Mar-2013 Social Networking Category Captures the Largest Percentage of Consumers’ Time in Southeast Asia Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 All SEA Countries Index Higher than Worldwide average reach of Social Networking sites
    • © comScore, Inc. Proprietary. 22 The Philippines, Thailand, and Malaysia Among Top 15 Countries With the Highest Facebook Penetration Globally 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 Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan Facebook Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 23 Facebook Reach in Vietnam Doubles, #1 Social Network Gains major share from Zing Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 Zing Me Facebook
    • © comScore, Inc. Proprietary. 24 Top Social Networks by Country After Facebook, Twitter, LinkedIn and Tumblr are Popular Only Vietnam has Substantial Local Social Networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 74.5 32.9 12.4 10.2 7.0 FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Linkedin Vietnam 80.2 26.4 10.5 5.9 4.9 FACEBOOK.COM TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM Indonesia 82.3 15.9 13.9 5.7 5.3 FACEBOOK.COM TWITTER.COM Linkedin TUMBLR.COM Tagged Inc. Malaysia 89.2 10.8 9.4 9.2 6.1 FACEBOOK.COM TWITTER.COM SOCIALCAM.COM Linkedin PANTOWN.COM Thailand 92.1 20.3 12.6 8.6 6.5 FACEBOOK.COM TWITTER.COM TUMBLR.COM Linkedin Yahoo! Profile Philippines 65.9 20.1 16.0 10.2 3.9 FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM Singapore Reach of Top 5 Social Networks by Country
    • © comScore, Inc. Proprietary. 25 Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region Thailand, Philippines and Singapore had Highest Reach for the Category 33.5% 27.3% 28.8% 32.0% 41.9% 35.6% 35.0% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Photos Category 13.0 15.5 7.1 7.0 8.9 9.2 9.4 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on Photos Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE RETAIL ON THE RISE #FutureinFocus
    • © comScore, Inc. Proprietary. 27Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 Amazon and Lazada Among the Top Retailers in SEA Local Players Doing Well in Vietnam Unique Visitors (000) Top 5 Retail Sites per Country Malaysia Amazon Sites 1,497 AVG.COM 1,050 Alibaba.com Corporation 935 Apple.com Worldwide Sites 840 GROUPON.MY 640 Indonesia AVG.COM 1,435 Amazon Sites 1,347 Lazada Sites 1,260 INDONETWORK.CO.ID 778 Apple.com Worldwide Sites 703 Vietnam VATGIA.COM 6,322 Lazada Sites 2,351 5GIAY.VN 2,203 ENBAC.COM 1,970 THEGIOIDIDONG.COM 1,793 Thailand WELOVESHOPPING.COM 1,732 Rakuten Inc 1,337 AVG.COM 1,146 Lazada Sites 1,086 Apple.com Worldwide Sites 1,031 Philippines Amazon Sites 1,094 Apple.com Worldwide Sites 730 AVG.COM 693 Lazada Sites 628 MULTIPLY.COM 515 Singapore Amazon Sites 680 Apple.com Worldwide Sites 533 Giosis Group 440 Alibaba.com Corporation 326 AVG.COM 264
    • © comScore, Inc. Proprietary. 28 1,550 679 430 328 684 2,351 1,086 628 490 1,260 Vietnam Thailand Philippines Malaysia Indonesia Unique Visitors (000) to Lazada Sites Sep-2012 Mar-2013 Spotlight: Retailer Lazada Shows Strong Growth in the Region Heavy Increases in Penetration Over Past Six Months +52% +84% +60% +46% +49% 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
    • © comScore, Inc. Proprietary. 29 295 577 182 159 137 166 235 416 173 130 133 123 Indonesia Malaysia Philippines Singapore Thailand Vietnam Unique Visitors (000) to Amazon Sites Apr-12 Mar-13 Spotlight: International Leader Amazon, loses share Malaysia, Vietnam and Indonesia show biggest drop -20% -26% -28% -5% -18% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, April 2012 and March 2013 -5%
    • © comScore, Inc. Proprietary. 30 Retail Category Provides Lots of Headroom for Growth Both in terms of Penetration and Time Spent 73.7% 76.7% 54.8% 54.4% 67.4% 53.3% 68.4% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Retail Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 79.5 36.5 21.8 18.0 20.3 17.4 33.2 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on Retail Category
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. NEWS AND INFORMATION #FutureinFocus
    • © comScore, Inc. Proprietary. 32 Reach of News/Information Category is Highest in Singapore, but Visitors in Vietnam Spend the Most Time on Those Sites 76.1% 90.0% 63.5% 73.0% 71.0% 50.0% 92.3% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of News/Information Category 69.7 194.8 75.9 37.4 32.9 25.9 55.7 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on News/Information Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 33 Large Nonresident Population Drives Visiting to Filipino News Sites Singapore’s News Channels Source Traffic from Within the Region Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 0 4,000 8,000 12,000 VnExpress DANTRI.COM.VN Bao Moi VIETNAM 63% 61% 63% 0 500 1,000 1,500 2,000 INQUIRER.NET ABS-CBNNEWS.COM PHILSTAR.COM PHILIPPINES 0 2,000 4,000 6,000 Kompas Gramedia detikcom Kapanlagi.com Sites INDONESIA 74% 0 5,000 10,000 The AsiaOne Network CHANNELNEWSASIA.COM SINGAPORE In-Country UV (000) Out-of-Country UV (000) 0 2,000 4,000 Sanook News Manager Media Group Nation Multimedia Group THAILAND 0 500 1,000 1,500 2,000 Malaysiakini Sites The Star Online THEMALAYSIANINSIDE… MALAYSIA
    • © comScore, Inc. Proprietary. 34 Blogs Form an Important Component of News Stream Reach of the Category is Highest in Indonesia and Thailand 53.3% 49.5% 71.6% 64.5% 71.3% 49.7% 58.5% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Blogs Category 29.5 15.6 32.9 28.3 20.8 14.4 25.2 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on Blogs Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE TRAVEL #FutureinFocus
    • © comScore, Inc. Proprietary. 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 35.7% 23.0% 22.9% 30.0% 37.7% 27.8% 45.7% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Travel Category 25.6 9.2 32.3 19.2 17.3 15.7 25.4 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on Travel Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 37 Visiting to Travel Subcategories Singapore and Thailand lead others in the travel segment Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Travel - Information Online Travel Agents Hotels/Resorts Airlines % Reach of Travel Subcategories Vietnam Indonesia Malaysia Thailand Philippines Singapore Worldwide
    • © comScore, Inc. Proprietary. 38 Priceline Has Made Major Inroads in All Markets in Southeast Asia Local Low-Cost Airlines Prominent in Top Sites Lists Across Region Malaysia Priceline.com Incorporated 1,278 AirAsia 1,078 Malaysia Airlines 672 TripAdvisor Inc. 629 Orbitz Worldwide 294 Indonesia Priceline.com Incorporated 970 LIONAIR.CO.ID 561 AirAsia 513 TripAdvisor Inc. 396 GARUDA-INDONESIA.COM 381 Vietnam Priceline.com Incorporated 424 MYTOUR.VN 309 VIETJETAIR.COM 305 Vietnam Airlines 301 Qantas Airlines 294 Unique Visitors (000) Top 5 Travel Sites per Country Thailand Priceline.com Incorporated 1,229 Sanook Travel 557 AirAsia 541 TripAdvisor Inc. 389 CHIANGRAIFOCUS.COM 346 Philippines Priceline.com Incorporated 569 CEBUPACIFICAIR.COM 464 TripAdvisor Inc. 336 AirAsia 199 Orbitz Worldwide 168 Singapore STREETDIRECTORY.COM 374 Priceline.com Incorporated 372 TripAdvisor Inc. 299 Tiger Airways 238 Qantas Airlines 203 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ENTERTAINMENT AND ONLINE VIDEO #FutureinFocus
    • © comScore, Inc. Proprietary. 40 Countries with More Young People Visit and Spend More Time on Entertainment Sites 88.0% 96.1% 79.8% 97.2% 99.1% 82.5% 96.3% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Entertainment Category 3.5 5.3 2.2 2.3 4.8 2.9 3.4 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Hours Spent per Visitor on Entertainment Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 41 Web Users in Vietnam Most Likely to Visit Music, Movies, and Entertainment News Sites in the Region 80% 80% 61% 59% 16% 63% 41% 33% 16% 18% 79% 36% 23% 26% 26% 94% 41% 16% 47% 32% 73% 36% 25% 21% 20% 82% 36% 41% 36% 44% Multimedia Entertainment - Music Entertainment - News Entertainment - Movies TV Vietnam Indonesia Malaysia Thailand Philippines Singapore 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 %ReachofEntertainmentSubcategories Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 42 Most Top Entertainment Sites in SEA are International Properties Malaysia YOUTUBE.COM 7,339 CBS Interactive 2,152 VEVO 1,884 Viacom Digital 1,730 DAILYMOTION.COM 1,329 Indonesia YOUTUBE.COM 7,171 omg! from Yahoo! 2,172 KAPANLAGI.COM 2,133 CBS Interactive 1,808 VEVO 1,636 Vietnam YOUTUBE.COM 11,101 ZING MP3 9,711 24h Online Advertising JSC 7,054 KENH14.VN 5,373 NHACCUATUI.COM 5,236 Unique Visitors (000) Top 5 Entertainment Sites per Country Thailand YOUTUBE.COM 7,289 MTHAI.COM 3,329 DAILYMOTION.COM 2,491 VEVO 2,053 iTunes Software (App) 1,589 Philippines YOUTUBE.COM 4,902 VEVO 1,563 CBS Interactive 1,447 Viacom Digital 1,231 iTunes Software (App) 1,225 Singapore YOUTUBE.COM 1,989 iTunes Software (App) 978 CBS Interactive 870 MediaCorp Network 772 VEVO 694 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 43 Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Vietnam Indonesia Malaysia Philippines Singapore Apr-2012 Apr-2013 *Sum of 5 Countries Under Video Measurement by comScore Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013 +14% +3% -2% +18% +5%
    • © comScore, Inc. Proprietary. 44 But Videos Per-Viewer on PC moves in opposite direction -46% -29% -3% -41% -26% Videos Viewed per Visitor 192.6 71.2 98.4 100.4 160.6 104.8 50.5 95.3 59.4 119.1 Vietnam Indonesia Malaysia Philippines Singapore Apr-12 Apr-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013
    • © comScore, Inc. Proprietary. 45 Google Accounts for the Majority of Videos Viewed Overall in the Region, with Some Exceptions 64% 42% 76% 54% 77% 36% 58% 24% 46% 23% Vietnam Indonesia Malaysia Philippines Singapore Share of Videos Viewed All Others Google Sites Total Number of Videos Viewed 1.6 B 459 M 931 M 357 M 353 M 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 In the Philippines, 14.5% of Videos Viewed are on Facebook Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SEARCH #FutureinFocus
    • © comScore, Inc. Proprietary. 47 13.6 9.5 11.4 10.9 5.7 3.0 15.3 10.0 12.3 10.7 6.8 3.0 Vietnam Thailand Indonesia Malaysia Philippines Singapore UniqueSearchers(MM) Growth in Unique Searchers March 2012 to March 2013 Mar-12 Mar-13 Number of People Using Search Continues to Grow Except for Singapore and Malaysia Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013 +13% +6% +7% -2% +19% -- Worldwide, the number of unique searchers grew by 6% over the same time period
    • © comScore, Inc. Proprietary. 48 119.7 122.1 143.3 97.3 120.8 91.1 83.9 World-Wide Vietnam Thailand Singapore Philippines Malaysia Indonesia SearchesperSearcher Thai Internet Users the Heaviest Searchers Singapore, Malaysia, Indonesia Score Below Global Average Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013
    • © comScore, Inc. Proprietary. 49 As is the Case Globally, Google Captures Vast Majority of Search Market in the Region Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013 96% 97% 88% 87% 84% 84% Vietnam Thailand Indonesia Malaysia Philippines Singapore GoogleShareofTotal Searches Google Share of Searches All Other 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
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. COUNTRY SPOTLIGHTS #FutureinFocus
    • © comScore, Inc. Proprietary. 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% 87% 86% 52% 80% 44% 67% 79% 53% 83% 53% 79% 87% 54% 88% Blogs Social Networking Search/Navigation Games Entertainment 59% 29% 63% 53% 63% 54% 23% 67% 56% 74% 67% 33% 76% 65% 78% Lifestyles Photos News/Information e-mail Multimedia Indonesia APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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% 92% 97% 95% 95% 44% 67% 83% 79% 89% 53% 79% 88% 87% 93% Blogs Social Networking Entertainment Search/Navigation Portals 79% 64% 74% 73% 32% 74% 56% 68% 67% 23% 78% 65% 76% 76% 33% Multimedia e-mail Directories/Resources News/Information Photos Malaysia APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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% 36% 55% 84% 73% 67% 23% 53% 79% 74% 79% 33% 54% 87% 78% Social Networking Photos Games Search/Navigation Multimedia 83% 50% 83% 56% 65% 83% 44% 89% 56% 68% 88% 53% 93% 65% 76% Entertainment Blogs Portals e-mail Directories/Resources Philippines APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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% 72% 92% 73% 44% 29% 52% 67% 51% 23% 36% 57% 76% 61% 38% Travel Business/Finance News/Information Technology TV 38% 59% 71% 96% 73% 26% 44% 56% 83% 54% 34% 53% 65% 88% 67% Education Blogs e-mail Entertainment Lifestyles Singapore APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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% 68% 40% 92% 94% 26% 44% 23% 74% 67% 34% 53% 33% 78% 79% Education Blogs Photos Multimedia Social Networking 98% 59% 98% 70% 91% 83% 53% 89% 54% 79% 88% 54% 93% 67% 87% Entertainment Games Portals Lifestyles Search/Navigation Thailand APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary. 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 39% 50% 69% 90% 88% 30% 26% 53% 67% 67% 21% 34% 54% 76% 79% Instant Messengers Education Games News/Information Social Networking 73% 96% 95% 66% 98% 54% 83% 79% 51% 89% 67% 88% 87% 61% 93% Lifestyles Entertainment Search/Navigation Technology Portals Vietnam APAC WW Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. CONCLUSION #FutureinFocus
    • © comScore, Inc. Proprietary. 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. 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.
    • © comScore, Inc. Proprietary. 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. 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.
    • © comScore, Inc. Proprietary. 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’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.
    • © comScore, Inc. Proprietary. 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.© comScore, Inc. Proprietary. METHODOLOGY #FutureinFocus
    • © comScore, Inc. Proprietary. 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. 64 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 ABOUT COMSCORE
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore SEA Digital Future in Focus 2013 #FutureinFocus Key Insights from the last 12 months and the way forward @comScoreEMEA www.comscore.com www.facebook.com/comscoreinc Email: Media Requests: worldpress@comscore.com