• Like
  • Save
Southeast Asia Digital Future In Focus 2013 - Comscore
Upcoming SlideShare
Loading in...5
×
 

Southeast Asia Digital Future In Focus 2013 - Comscore

on

  • 866 views

The 2013 Southeast Asia Digital Future in Focus, its report highlighting prevailing trends in web usage, online video, search, social media and e-commerce. Plus, a special country spotlight covers ...

The 2013 Southeast Asia Digital Future in Focus, its report highlighting prevailing trends in web usage, online video, search, social media and e-commerce. Plus, a special country spotlight covers detailed digital media trends from Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Key insights from the 2013 Southeast Asia Digital Future in Focus report include:

- More than 40 percent of global internet users are now based in Asia Pacific with an audience of 644 million. Southeast Asian markets account for approximately 10 percent of the Asia Pacific internet population.

- With 16.1 million monthly internet users, Vietnam now has the largest online population in Southeast Asia.

- Internet users in Vietnam and Thailand, driven in part by their younger skewing populations, spend the greatest amount of time online in the region.

- Multi-platform device usage in Southeast Asia varies significantly by time of day. Desktop internet usage dominates during work hours, while mobile phones and tablets are relatively more popular during the evening hours.

- Facebook continues to be the number one social network across markets in Southeast Asia. The region boasts 3 of Facebook’s top 15 markets ranked by market penetration.

- Twitter, LinkedIn and Tumblr are also gaining popularity in the region as the Social Networking category captures the largest percentage of consumers’ time in the region.

- YouTube ranked as the top Entertainment website in each of the Southeast Asian markets.


Source: Comscore

Statistics

Views

Total Views
866
Views on SlideShare
848
Embed Views
18

Actions

Likes
1
Downloads
48
Comments
0

3 Embeds 18

http://www.vietguys.biz 15
http://feeds.feedburner.com 2
http://translate.googleusercontent.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Southeast Asia Digital Future In Focus 2013 - Comscore Southeast Asia Digital Future In Focus 2013 - Comscore Presentation Transcript

    • Key Insights and Digital Trends from Southeast Asia © comScore, Inc. Proprietary. 26 July 2013
    • 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
    • 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
    • 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
    • #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • #FutureinFocus SOUTHEAST ASIAN ONLINE LANDSCAPE © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus SOCIAL NETWORKING © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus ONLINE RETAIL ON THE RISE © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus NEWS AND INFORMATION © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • #FutureinFocus ONLINE TRAVEL © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • #FutureinFocus ENTERTAINMENT AND ONLINE VIDEO © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus SEARCH © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • #FutureinFocus COUNTRY SPOTLIGHTS © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus CONCLUSION © comScore, Inc. Proprietary.
    • 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
    • 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
    • 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
    • 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
    • #FutureinFocus METHODOLOGY © comScore, Inc. Proprietary.
    • 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
    • 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
    • #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.