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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.

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Southeast Asia Digital Future In Focus 2013 - Comscore

  • 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
  • 9. #FutureinFocus SOUTHEAST ASIAN ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  • 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
  • 14. #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR © 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 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
  • 26. #FutureinFocus ONLINE RETAIL ON THE RISE © comScore, Inc. Proprietary.
  • 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
  • 31. #FutureinFocus NEWS AND INFORMATION © comScore, Inc. Proprietary.
  • 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
  • 39. #FutureinFocus ENTERTAINMENT AND ONLINE VIDEO © comScore, Inc. Proprietary.
  • 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.