Com score state_of_social_networks_in_ap_with_focus_on_singapore_nov09

THE STATE OF SOCIAL NETWORKS ADMA EVENT – Social Media: Behind The Scenes Joe Nguyen – jnguyen@comscore.com Vice President, comScore, Inc.

Social Networking is a Global Phenomenon If Facebook was a country it would be the third largest in the world after China and India © comScore, Inc. Proprietary and Confidential. 2

Social Networking Continues to Capture and Engage Audiences on a Global Basis   More than 770 million people worldwide visited a social networking site in July 2009, increasing 18 percent from the previous year  Facebook: 370 million  MySpace: 123 million  Hi5: 59 million  Orkut: 55 million  Twitter: 52 million   Social networking sites reach nearly 70 percent of the total global online audience, ranking as one of the most popular destinations on the Web   Social networkers visited the category an average of 20 times during a month and spent a total of 4 hours on social networking sites © comScore, Inc. Proprietary and Confidential. 3

Top Social Networks Vary by Country but Facebook is the Clear Global Leader North America Latin America United States Canada Brazil Chile Europe Asia Pacific Germany U.K. Russia China India Japan France © comScore, Inc. Proprietary and Confidential. 4

Social Networks, Portals and The Long Tail Who is gaining share of online minutes? A.  Social Networks B.  Portals C.  The Long Tail © comScore, Inc. Proprietary and Confidential. 5

Portals Share of Usage Minutes has been Relatively Stable © comScore, Inc. Proprietary and Confidential. 6 Source: comScore WorldMetrix, November 2006 to May 2009

The Long Tail Has Been Losing Ground in Share of Online Usage Minutes © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Media Metrix, November 2006 to May 2009

If not the Long Tail, Who is Gaining Share of Online Usage Minutes? Clearly, it’s Social Networks Jul 09 Jul 08 Jan 09 21% 19% 19% Jan 08 Jul 07 15% Jan 07 14% 11% Google, YouTube, and Social Networks have increased their share of duration by more than 10 points since January 2007 © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Media Metrix, October 2006 to July 2009

Social Networking in the U.S. “The beauty of social networks is that they are a place where nearly any marketing goal can be achieved, with nearly any marketing tactic.” eMarketer, August 2009 © comScore, Inc. Proprietary and Confidential. 9

Internet use in the U.S. is changing. Time spent online shifts from Portals to Social Networking & Entertainment sites Top U.S. Online Activities for Apr. 2009 Total Minutes (000) and % Change vs. YA Source: comScore Media Metrix -16% 120,000 100,000 80,000 -1% 60,000 +15% +28% +13% 40,000 +2% -30% +37% -3% +6% 20,000 0 Apr 08 Apr 09 © comScore, Inc. Proprietary and Confidential. 10

In May 2009, Facebook Surpassed MySpace in Number of U.S. Visitors for the First Time Number of Unique U.S. Visitors (000) to Facebook.com and MySpace.com Source: comScore Media Metrix Facebook +124% 100,000 vs. Jul ‘08 90,000 80,000 Unique Visitors (000) 70,000 60,000 MySpace 50,000 -9% vs. Jul ‘08 40,000 30,000 20,000 10,000 0 Facebook Myspace © comScore, Inc. Proprietary and Confidential. 11

35-49 year olds are now the largest age segment on Facebook whereas 12-24 year olds led a year ago; MySpace continues to be dominated by younger users under 35. Percent Composition of U.S. Unique Visitors to Facebook.com and MySpace.com by Demographic Segments Source: comScore Media Metrix 16.8% 9.4% 16.5% Persons: 50+ 14.6% 24.7% 29.3% 32.1% Persons: 35-49 27.7% 22.8% 17.4% 22.6% Persons: 25-34 18.9% 32.7% Persons: 12-24 38.9% 28.1% 32.3% Facebook.com Facebook.com MySpace.com MySpace.com Jul-08 Jul-09 Jul-08 Jul-09 © comScore, Inc. Proprietary and Confidential. 12

Twitter Growth Continues to Explode Globally but has Flattened in the U.S. Over the Last Four Months Number of Unique Visitors (000) to Twitter.com Source: comScore World Metrix Worldwide 60,000 51.6 Million UVs 50,000 Unique Visitors (000) 40,000 30,000 United States 18.7 Million UVs 20,000 10,000 0 8 08 08 8 08 08 9 9 9 9 09 9 9 Jul-0 Aug- Sep- Oct-0 Nov- D e c- Jan-0 Feb-0 Mar-0 Apr-0 May- Jun-0 Jul-0 World-Wide United States © comScore, Inc. Proprietary and Confidential. 13

Twitter’s initial success in the U.S. was led by older segments, but recent growth has come from younger users. Number of Unique U.S. Visitors (000) to Twitter.com by Age Segment Source: comScore Media Metrix 4,500 25-34 Yrs Old 35-44 Yrs Old 4,000 18-24 Yrs Old 3,500 Unique Visitors (000) 45-54 Yrs Old 3,000 Is Twitter’s Fundamental Appeal as a Business Application? 12-17 Yrs Old 2,500 2,000 1,500 55-64 Yrs Old 1,000 65+ Yrs Old 500 0 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Persons: 12-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55-64 Persons: 65+ © comScore, Inc. Proprietary and Confidential. 14

Heavy Social Network Users* Have Distinct Usage Patterns   They spend more than twice as much time online as the average Internet user.   They represent 15% of all Internet users but account for over 36% of the page views consumed online   They visit a social network site an average of 2.4 times a day and spend 31 minutes per day on social networks   They spend twice as much time on social networks as they do on email or IM * Defined as the heaviest 20% of social network users © comScore, Inc. Proprietary and Confidential. 15

Heavy SN users spend more time on communication, search and entertainment and less on vertical content categories Comparison of Heavy SN Users to the Average Internet User High Index Minutes Index Low Index Minutes Index Gay/Lesbian Total Internet 207 62 Services 202 Business to Business 63 Photos 199 Pharmacy 63 Search/Navigation 180 Online Trading 63 Entertainment 179 Consumer Goods 66 Portals 177 News/Research 71 Multimedia 163 Online Gambling 71 Instant Messengers 160 Weather 73 Blogs 150 Retail - Music 75 Computer Software 149 Gambling 78 Entertainment - Music 147 Radio 79 e-mail 145 Mall 80 Community 142 Health 81 Retail 135 Politics 81 Entertainment - News 134 Car Rental 82 Reference 131 Lotto/Sweepstakes 84 Directories/Resources 131 Transactions 84 Incentives 128 Travel - Information 86 Lifestyles 124 Manufacturer 87 Humor © comScore, Inc. Proprietary and Confidential. 120 Ground/Cruise 16 87

  Social Network Access at work is on the rise in the US comScore Segment Metrix Media Trend for US Social Networking (All) © comScore, Inc. Proprietary and Confidential. 17

  Time spent on Social Network Access at work holds comScore Segment Metrix Media Trend for US Social Networking (All) © comScore, Inc. Proprietary and Confidential. 18

  Social Network Access at home in the US is stabilizing comScore Segment Metrix Media Trend for US Social Networking (All) © comScore, Inc. Proprietary and Confidential. 19

  Time Spent on Social Network Access at home in the US is slightly less comScore Segment Metrix Media Trend for US Social Networking (All) © comScore, Inc. Proprietary and Confidential. 20

Social Networking in the APAC “Facebook now rules Asia.” Thomas Crampton, Ogilvy Public Relations Worldwide, July 2009 © comScore, Inc. Proprietary and Confidential. 21

  Asia Pacific Social Networking as of September 2009 comScore Media Metrix Report for APAC Social Networking Category Total Average Total Total Pages Total Average Average Unique % Daily Media Minutes Viewed Visits Minutes Visits per Visitors Reach Visitors (MM) (MM) (000) per Visit Visitor (000) (000) Total Internet : Total 17,669,11 470,313 100.0 167,662 452,509 770,049 25.6 37.6 Audience 8 Social Networking 258,395 54.9 64,266 41,007 105,561 3,521,646 11.6 13.6 1 [P] FACEBOOK.COM 65,857 14.0 13,307 9,418 13,174 1,004,329 9.4 15.3 2 [C] Baidu Space 49,171 10.5 4,142 287 760 153,648 1.9 3.1 3 [P] 56.COM 30,960 6.6 2,319 374 266 103,029 3.6 3.3 4 [C] QQ.COM Alumni 29,435 6.3 4,554 984 2,029 254,624 3.9 8.7 5 [M] XIAONEI.COM 27,221 5.8 5,276 3,562 7,939 384,692 9.3 14.1 6 [M] Orkut 24,563 5.2 4,271 2,595 8,235 226,254 11.5 9.2 7 [C] QQ.COM Mini World 21,205 4.5 1,424 41 65 47,276 0.9 2.2 8 [C] Windows Live Profile 20,273 4.3 1,392 77 156 50,245 1.5 2.5 9 [P] KAIXIN001.COM 18,500 3.9 4,506 7,511 29,906 261,446 28.7 14.1 10 [P] CyWorld 17,658 3.8 3,295 2,845 13,553 193,768 14.7 11.0 11 [P] 51.COM 16,953 3.6 1,961 1,456 2,160 92,997 15.7 5.5 12 [P] HI5.COM 16,151 3.4 2,503 2,030 3,360 148,399 13.7 9.2 13 [M] MySpace Sites 15,188 3.2 1,565 992 2,007 85,811 11.6 5.6 14 [P] FRIENDSTER.COM 14,096 3.0 1,991 1,265 4,667 104,063 12.2 7.4 15 [M] MIXI.JP 11,729 2.5 2,816 1,589 2,809 180,306 8.8 15.4 16 [P] KAIXIN.COM 11,665 2.5 1,307 1,804 3,689 64,945 27.8 5.6 17 [P] Betawave Social Sites 8,789 1.9 1,063 678 872 53,558 12.7 6.1 18 [P] TWITTER.COM* 8,716 1.9 698 198 299 37,243 5.3 4.3 19 [P] MULTIPLY.COM 8,693 1.8 620 133 212 24,525 5.4 2.8 20 [M] WRETCH.CC 8,644 1.8 1,819 947 3,356 116,793 8.1 13.5 © comScore, Inc. Proprietary and Confidential. 22 22

  Social Network on the rise in Asia Pacific? comScore MyMetrix Media Trend for Asia Pac’s Top Social Networking Properties © comScore, Inc. Proprietary and Confidential. 23 23

  Penetration of Social Networking Sites by Market comScore Media Metrix Report, August 2009 Market Total Internet User* Social Networking Users % (000) (000) China 215,460 105,379 49 Hong Kong 3,921 2,502 64 India 35,432 22,259 63 Indonesia 6,014 5,074 84 Japan 67,586 24,276 36 Malaysia 9,400 6,344 67 Philippines 4,526 3,924 87 Singapore 2,696 2,085 77 South Korea 28,978 16,632 57 Taiwan 11,932 7,565 63 Vietnam 5,625 2,947 52 * Home and Work users, 15+ on personal computers © comScore, Inc. Proprietary and Confidential. 24 24

Social Networking in Singapore “Friendster is the #1 social network in Singapore according to comScore” CNET, July 2008 “Facebook.com, which reached more than 1 million visitors and ranked as the fourth most visited property in February.” comScore Press Release, March 2009 © comScore, Inc. Proprietary and Confidential. 25

  Singapore’s Social Scene as of September 2009 comScore Media Metrix Report for Singapore Social Networking Category Total Average Total Total Total Average Average Unique % Daily Pages Media Minutes Visits Minutes Visits per Visitors Reach Visitors Viewed (MM) (000) per Visit Visitor (000) (000) (MM) Total Internet : Total 2,725 100.0 1,148 3,501 5,067 107,029 32.7 39.3 Audience Social Networking 2,136 78.4 702 421 882 44,009 9.6 20.6 1 [P] FACEBOOK.COM 1,837 67.4 515 339 661 37,553 9.0 20.4 2 [P] FRIENDSTER.COM 509 18.7 60 19 96 2,617 7.4 5.1 3 [C] Windows Live Profile 491 18.0 33 1 3 1,111 1.3 2.3 4 [P] Betawave Social Sites 271 9.9 51 29 44 2,538 11.6 9.4 5 [P] TWITTER.COM* 269 9.9 35 7 11 2,086 3.4 7.8 6 [P] MULTIPLY.COM 224 8.2 18 4 7 681 6.0 3.0 7 [P] DEVIANTART.COM 162 5.9 11 1 3 397 3.7 2.5 8 [M] MySpace Sites 126 4.6 9 2 4 322 4.8 2.6 9 [P] DIGG.COM 95 3.5 4 0 0 131 0.8 1.4 10 [P] Buzz Media 79 2.9 5 0 1 187 2.3 2.4 11 [M] ZEDGE.NET 77 2.8 6 2 4 203 11.8 2.6 12 [M] WRETCH.CC 67 2.5 7 1 4 278 4.8 4.1 13 [P] NING.COM 59 2.2 4 1 1 182 4.3 3.1 14 [P] AIMINI.NET 57 2.1 4 0 1 131 1.2 2.3 15 [P] HI5.COM 53 1.9 4 1 3 176 5.3 3.4 16 [M] Orkut 48 1.8 9 3 8 413 6.4 8.7 17 [C] Windows Live People 48 1.8 2 0 0 75 0.1 1.6 18 [P] LINKEDIN.COM 43 1.6 2 0 1 71 3.5 1.6 19 [C] Baidu Space 40 1.5 3 0 1 85 1.9 2.1 © comScore, Inc. Proprietary and Confidential. 26 26

  How has the scene grown in Singapore? comScore MyMetrix Media Trend for Singapore’s Top Social Networking Properties © comScore, Inc. Proprietary and Confidential. 27 27

  More users or just the same users? comScore Segment Metrix Media Trend for Singapore Social Networking (All) © comScore, Inc. Proprietary and Confidential. 28 28

  Audience Duplication across Social Networks in Singapore comScore Media Metrix Audience Duplication for Social Networking Sites in SG Geography : Singapore Location : All Locations Time Period : September 2009 Total Unique Media Visitors (000) Unduplicated 1,945 Duplicated - 2 or More Sites 867 Duplicated - All Sites 12 1 [P] FACEBOOK.COM 1,837 2 [P] FRIENDSTER.COM 509 3 [C] Windows Live Profile 491 4 [P] TWITTER.COM* 269 5 [M] MySpace Sites 126 © comScore, Inc. Proprietary and Confidential. 29 29

  Demographics of Singapore’s Social Networks Total Internet FACEBOOK.COM TWITTER.COM* FRIENDSTER.COM % % % % Target Target Target Target Target Audience Composition Composition Composition Composition Audience Audience Audience Audience Unique Unique Unique Unique (000) (000) (000) (000) Visitors Visitors Visitors Visitors Total Audience Total Audience 2,725 100.0 1,837 100.0 269 100.0 509 100.0 Persons - Age Persons: 15-24 548 20.1 440 23.9 78 29.0 167 32.9 Persons: 25-34 669 24.6 458 24.9 51 18.9 130 25.5 Persons: 35-44 745 27.3 468 25.5 70 25.9 97 19.1 Persons: 45-54 511 18.8 291 15.8 38 14.0 59 11.6 Persons: 55+ 251 9.2 181 9.9 33 12.2 55 10.9 Males - Age All Males (15+) 1,326 48.6 835 45.5 108 40.2 230 45.1 Male: 15-24 278 10.2 223 12.1 32 11.9 85 16.7 Males: 25-34 322 11.8 210 11.4 21 8.0 63 12.4 Males: 35-44 350 12.8 198 10.8 27 10.0 41 8.0 Male: 45-54 250 9.2 130 7.1 15 5.6 23 4.4 Male: 55+ 126 4.6 74 4.0 13 4.7 19 3.6 Females - Age All Females (15+) 1,400 51.4 1,002 54.5 161 59.8 279 54.9 Female: 15-24 270 9.9 217 11.8 46 17.1 82 16.1 Females: 25-34 347 12.7 248 13.5 29 10.9 67 13.2 Females: 35-44 396 14.5 270 14.7 43 15.9 57 11.2 Female: 45-54 261 9.6 161 8.8 23 8.4 36 7.1 Female: 55+ 126 4.6 107 5.8 20 7.5 37 7.3 © comScore, Inc. Proprietary and Confidential. 30 30

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