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  • Hi Joe, I am not sure about the 2nd and 3rd penetration of diendanbaclieu.net and kenhsinhvien.net in Vietnam. How is the data generated and analyzed, if you don't mind? (slide 24)
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Digital Landscape 2013 Digital Landscape 2013 Presentation Transcript

  • © comScore, Inc. Proprietary. Digital Landscape 7th Internet and Mobile Marketing Summit 2013 Joe Nguyen SVP APAC, comScore Inc. Twitter: @jnguyen Email: jnguyen@comscore.com
  • © comScore, Inc. Proprietary. 2 Agenda • Global Overview • Southeast Asian Landscape • Digital Multi-Platform Audience • Category Highlights • Does Viewability Matter?
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. GLOBAL OVERVIEW
  • © comScore, Inc. Proprietary. 4 Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 66% 13% 34% 87% 1996 2012 Outside US Asia Pacific 41% Europe 27% North America 14% Middle East - Africa 9% Latin America 9% Outside US Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 5 Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 China, 55.2% China, 54.0% India, 9.3% India, 11.5% Japan, 12.2% Japan, 11.4% Southeast Asia, 9.4% Southeast Asia, 9.6% Rest of APAC, 13.9% Rest of APAC, 13.5% Mar-12 Mar-13 ShareofAsiaPacificOnlinePopulation Total 604 MM Total 644 MM
  • © comScore, Inc. Proprietary. 6 37.2 26.8 26.1 17.3 17.2 North America Europe Latin America Middle East - Africa Asia Pacific HoursperVisitor Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Global Average: 23.4 Hours a Month 604 391 215 131 130 644 412 217 147 134 Asia Pacific Europe North America Latin America Middle East - Africa UniqueVisitors(MM) Mar-12 Mar-13 +7% +5% +1% +12% +3% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
  • © comScore, Inc. Proprietary. 7 Source: World Bank http://goo.gl/knFHZ and World Internet Stats http://goo.gl/eZObs Source: comScore Media Metrix, Total Unique visitors (000), May 2013, Home & Work Locations APAC Region Overview Region Countries GDP (m) GDP  (2011-12) Total Population (m) Online Population MMX (000)* ANZ Australia $1,520,608 3.30% 22 14,437 N. Zealand $159,710 2.20% 4.4 2,904 Greater China China $8,227,102 7.80% 1,373 350,127 Hong Kong $248,725 1.80% 7.3 4,602 Taiwan $466,830 1.30% 23.4 13,628 India India $1,841,717 6.50% 1,247 76,053 Japan Japan $5,896,794 0.20% 73.6 73,656 Southeast Asia (SEA) Indonesia $846,341 6.00% 239.8 13,628 Malaysia $287,934 4.50% 28.7 11,800 Philippines $250,265 6.60% 97.3 7,711 Singapore $245,024 1.30% 5.1 3,415 Thailand $345,672 5.50% 68.8 9,591 Vietnam $141,669 5.00% 91.2 16,413
  • © comScore, Inc. Proprietary. 8 Source: World Bank http://goo.gl/knFHZ Source: comScore Media Metrix, Total Unique visitors (000), May 2013, Home & Work Locations APAC Advertising Overview Region Countries Total Ad Spend (millions) Online Ad Spend (millions) Online Ad Spend Online Display Advertising ANZ Australia $12,512 $3,128 25% 21% N. Zealand $1,608 $285 17.7% 31% Greater China China $37,303 $6,640 17.8% Hong Kong $2,231 $56 2.5% Taiwan $1,890 $376 19.9% India India $4,817 $173 3.6% 56% Japan Japan $41,048 $8,620 21% Southeast Asia (SEA) Indonesia $388 $2 0.4% Malaysia $2,165 $65 3% Philippines $1,581 $51 3.2% Singapore $1,952 $146 7.5% 38% Thailand $3,757 $19 0.5% Vietnam $667 $8 1.2%
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SOUTHEAST ASIAN ONLINE LANDSCAPE
  • © comScore, Inc. Proprietary. 10 Online Audience in Southeast Asia High Growth in Developing Regions 14.1 12.4 11.8 8.9 6.1 3.3 16.1 13.6 11.8 9.5 7.4 3.4 - 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 Vietnam Indonesia Malaysia Thailand Philippines Singapore Mar-12 Mar-13 The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March 2012. Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
  • © comScore, Inc. Proprietary. 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 42% 45% 24% 40% 37% 43% 32% 29% 27% 31% 26% 27% 14% 14% 25% 16% 22% 19% 8% 7% 17% 9% 10% 8% 5% 4% 8% 5% 6% 4% Vietnam Thailand Singapore Philippines Malaysia Indonesia %ofOnlinePopulationbyAge 15-24 25-34 35-44 45-54 55+ Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 12 Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand 27.7 28.3 18.2 16.5 16.4 13.5 22.2 24.2 14.5 16.0 15.2 13.6 0.0 5.0 10.0 15.0 20.0 25.0 30.0 Vietnam Thailand Singapore Philippines Malaysia Indonesia Under 35 Over 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 13 (Lowest) F-to-M Reach Index Politics 78 Technology - News 78 Automotive 77 Gaming Information 76 Online Gambling 75 Sports 74 Online Trading 69 Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology (Highest) F-to-M Reach Index Fragrances/Cosmetics 168 Flowers/Gifts/Greetings 152 Lifestyles - Food 140 Department Stores 137 Jewelry/Accessories 137 Teens 133 Family & Parenting 130 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. DIGITAL MULTI-PLATFORM AUDIENCE
  • © comScore, Inc. Proprietary. 15 Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month 75% 80% 85% 90% 95% 100% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 15.4% Non-PC Traffic: 20.9% Source: comScore Device Essentials – Singapore, Malaysia, Thailand, Sep’12 – Mar’13
  • © comScore, Inc. Proprietary. 16 Non-PC traffic in Singapore Most mobile market in the region 75% 80% 85% 90% 95% 100% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 17.4% Non-PC Traffic: 23.3% Source: comScore Device Essentials – Singapore, Sep’12 – Mar’13
  • © comScore, Inc. Proprietary. 17 Non-PC traffic in Thailand Fastest growing market in the region 75% 80% 85% 90% 95% 100% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 10.4% Non-PC Traffic: 18.9% Source: comScore Device Essentials – Thailand, May’12 – May’13
  • © comScore, Inc. Proprietary. 18 A Day in the life of a Multi-platform User (UK) LATE NIGHT (12AM - 7AM) EARLY MORNING (7AM – 10AM) DAYTIME (10AM – 5PM) EARLY EVENING (5PM – 8PM) PRIME TIME (8PM – 12AM) Mobiles dominate morning commute time PCs dominate working hours Tablets most popular at night Source: comScore Custom Analytics based on 21st Jan 2013 UK data ShareofDevicePageTrafficonaTypicalWorkday
  • © comScore, Inc. Proprietary. 19 Tablets popular at night ShareofDevicePageTrafficonaTypicalWeekend Device Preferences Throughout the Day in Europe Most Weekend Tablet Usage Peaks at 9pm Mobiles peak late PCs during the day Source: comScore Device Essentials, Sunday, 17th February 2013, Europe
  • © comScore, Inc. Proprietary. 20 Device usage varies significantly by time of day (Singapore) PC’s take up work hours, while tablets rule evenings ShareofDevicePageTrafficonaTypicalWorkday Mobiles brighten the commute PCs dominate working hours Tablets popular at night Source: comScore Device Essentials, July 2013, Singapore
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SOCIAL NETWORKING #FutureinFocus
  • © comScore, Inc. Proprietary. 22 88.2 93.9 85.4 96.1 91.6 86.9 Vietnam Thailand Singapore Philippines Malaysia Indonesia Percent of Web Users Visiting a Social Networking Site Vietnam Thailand Singapore Philippines Malaysia Indonesia Social Networking Category Captures the Largest Percentage of Consumers’ Time in Southeast Asia Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 All SEA Countries Index Higher than Worldwide average (79%) reach of Social Networking sites
  • © comScore, Inc. Proprietary. 23 The Philippines and Thailand Among Top 10 Countries With the Highest Facebook Penetration Globally 92.6 92.2 91.4 91.1 90.8 89.3 89.0 88.5 86.8 84.2 84.1 83.2 82.9 82.3 81.0 Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan Facebook Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 24 Top Social Networks by Country After Facebook, Twitter, LinkedIn and Tumblr are Popular Only Vietnam has Substantial Local Social Networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 74.5 32.9 12.4 10.2 7.0 FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Linkedin Vietnam 80.2 26.4 10.5 5.9 4.9 FACEBOOK.COM TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM Indonesia 82.3 15.9 13.9 5.7 5.3 FACEBOOK.COM TWITTER.COM Linkedin TUMBLR.COM Tagged Inc. Malaysia 89.2 10.8 9.4 9.2 6.1 FACEBOOK.COM TWITTER.COM SOCIALCAM.COM Linkedin PANTOWN.COM Thailand 92.1 20.3 12.6 8.6 6.5 FACEBOOK.COM TWITTER.COM TUMBLR.COM Linkedin Yahoo! Profile Philippines 65.9 20.1 16.0 10.2 3.9 FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM Singapore Reach of Top 5 Social Networks by Country
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. NEWS AND INFORMATION
  • © comScore, Inc. Proprietary. 26 Reach of News/Information Category is Highest in Singapore, but Visitors in Vietnam Spend the Most Time on Those Sites 76.1% 90.0% 63.5% 73.0% 71.0% 50.0% 92.3% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of News/Information Category 69.7 194.8 75.9 37.4 32.9 25.9 55.7 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on News/Information Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 27 Large Nonresident Population Drives Visiting to Filipino News Sites Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 63% 61% 63% 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 INQUIRER.NET ABS-CBNNEWS.COM PHILSTAR.COM PHILIPPINES Singapore India Australia United Kingdom Malaysia Canada United States Top 7 International Markets
  • © comScore, Inc. Proprietary. 28 Blogs Form an Important Component of News Stream Reach of the Category is Highest in Indonesia and Thailand 53.3% 49.5% 71.6% 64.5% 71.3% 49.7% 58.5% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Blogs Category 29.5 15.6 32.9 28.3 20.8 14.4 25.2 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Minutes Spent per Visitor on Blogs Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ENTERTAINMENT AND ONLINE VIDEO
  • © comScore, Inc. Proprietary. 30 Countries with More Young People Visit and Spend More Time on Entertainment Sites 88.0% 96.1% 79.8% 97.2% 99.1% 82.5% 96.3% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Percent Reach of Entertainment Category 3.5 5.3 2.2 2.3 4.8 2.9 3.4 Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore Hours Spent per Visitor on Entertainment Category Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 31 Most Top Entertainment Sites in SEA are International Properties Malaysia YOUTUBE.COM 7,339 CBS Interactive 2,152 VEVO 1,884 Viacom Digital 1,730 DAILYMOTION.COM 1,329 Indonesia YOUTUBE.COM 7,171 omg! from Yahoo! 2,172 KAPANLAGI.COM 2,133 CBS Interactive 1,808 VEVO 1,636 Vietnam YOUTUBE.COM 11,101 ZING MP3 9,711 24h Online Advertising JSC 7,054 KENH14.VN 5,373 NHACCUATUI.COM 5,236 Unique Visitors (000) Top 5 Entertainment Sites per Country Thailand YOUTUBE.COM 7,289 MTHAI.COM 3,329 DAILYMOTION.COM 2,491 VEVO 2,053 iTunes Software (App) 1,589 Philippines YOUTUBE.COM 4,902 VEVO 1,563 CBS Interactive 1,447 Viacom Digital 1,231 iTunes Software (App) 1,225 Singapore YOUTUBE.COM 1,989 iTunes Software (App) 978 CBS Interactive 870 MediaCorp Network 772 VEVO 694 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • © comScore, Inc. Proprietary. 32 Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Vietnam Indonesia Malaysia Philippines Singapore Apr-2012 Apr-2013 *Sum of 5 Countries Under Video Measurement by comScore Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013 +14% +3% -2% +18% +5%
  • © comScore, Inc. Proprietary. 33 Google Accounts for the Majority of Videos Viewed Overall in the Region, with Some Exceptions 64% 42% 76% 54% 77% 36% 58% 24% 46% 23% Vietnam Indonesia Malaysia Philippines Singapore Share of Videos Viewed All Others Google Sites Total Number of Videos Viewed 1.6 B 459 M 931 M 357 M 353 M In the Philippines, 14.5% of Videos Viewed are on Facebook Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Does Viewability Matter?
  • © comScore, Inc. Proprietary. 35 If the ad was not seen, then everything else is irrelevant! Being seen matters more than being clicked
  • © comScore, Inc. Proprietary. Because of the complex daisy chain of ad delivery, the reality is that digital ad ecosystem can be really complicated. START AD SERVER AD EXCHANGE AD NETWORK AD NETWORK PUBLISHER PUBLISHER’S FRIEND WHO BORROWED THE AD TAGS
  • © comScore, Inc. Proprietary. APAC Study On Viewability in-view audience geography brand safe fraud
  • © comScore, Inc. Proprietary. The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery 10 campaigns 9 countries 347 million impressions 329,000 sites
  • © comScore, Inc. Proprietary. Study Objective: Quantify incidence of successful and sub-optimal ad delivery across key dimensions … VIEWABILITY GEOGRAPHY SAFETY LEVEL OF FRAUD TARGET AUDIENCE DELIVERY • Demographically • Behaviorally
  • © comScore, Inc. Proprietary. 40 • 1000s of campaigns • 290 billion impressions • Mix of advertisers • Mix of publishers • 10 campaigns • 347 billion impressions • Top tier advertisers • Mainly premium publishers 54% of Display Ads are Not Seen vCE™ APAC Charter Study (May 2012) vCE™ Benchmarks (June 2013) “best-case scenario” “real-world scenario” 46% 54% Not Viewable Viewable 46% Not Viewable Viewable 54%
  • © comScore, Inc. Proprietary. 41 Wrap Up • Global Overview • Southeast Asian Landscape • Digital Multi-Platform Audience • Category Highlights • Does Viewability Matter?
  • © comScore, Inc. Proprietary. Digital Landscape 7th Internet and Mobile Marketing Summit 2013 Joe Nguyen SVP APAC, comScore Inc. Twitter: @jnguyen Email: jnguyen@comscore.com