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About This Data Passport

From emerging markets to converging media, comScore is the
global source of digital market intelligence that truly measures
the digital world. This data passport offers a brief glimpse into
the vast array of vital insights that only comScore can reveal.


01    GLOBAL INTERNET POPULATIONS
02    HOW THE WORLD USES THE WEB
03    GLOBAL TOP PROPERTIES
04    WEBSITES TO WATCH
05    SHARE GAINERS
06    SOCIAL NETWORKING
07    VIDEO & ENTERTAINMENT
08    VIDEO CROSS-MEDIA SURVEY
09    GLOBAL SEARCH
10    DISPLAY ADVERTISING
11    AD EFFECTIVENESS
12    E-COMMERCE
13    MOBILE INTERNET USAGE
14    MOBILE INTERNET DEMOGRAPHICS
      ABOUT COMSCORE



                                        Measuring the digital world.™
01. GLOBAL INTERNET POPULATIONS                                               02. HOW THE WORLD USES THE WEB

The Worldwide Internet Audience Has Grown and                                 Instant Messengers, Social Networking, Entertainment
Shifted Dramatically in the Past Decade                                       and Email Take Up Most of the Average Web User’s
Distribution of Worldwide Internet Audience
                                                                              Time, But Proportions Vary Greatly by Region
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer   Share of Regional Minutes on Key Online Categories
December 2009                                                                 Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
                                                                              December 2009
                              Middle East -                                                                                              North    Middle East -    Latin
                      Latin    Africa, 7%                                                           Worldwide   Asia Pacific   Europe   America      Africa       America
                     America,                                                  Instant Messengers     12.3%        7.4%        14.1%      5.6%       29.3%         26.5%
                       8%                                                      Social Networking      12.0%        7.8%        16.1%     11.5%       10.8%         15.6%
                                                                               Entertainment           9.9%       10.7%         9.2%     10.9%        7.0%          9.9%
                                                                               Email                   7.1%        4.4%         5.2%     12.3%        7.8%          8.5%
                                                Asia                           Games                   3.9%        2.9%         4.3%      4.7%        4.5%          3.4%
                            North              Pacific,                        Retail                  3.1%        3.6%         2.7%      4.4%        0.5%          1.6%
                           America,             41%                            News/Information        2.7%        2.4%         2.8%      3.6%        1.4%          1.4%
                            16%                                                Business/Finance        1.6%        1.9%         1.3%      2.2%        0.4%          0.7%
                                                                               Sports                  1.2%        0.8%         1.1%      2.0%        1.2%          0.6%
                                                                               Travel                  0.5%        0.4%         0.6%      0.6%        0.3%          0.2%
                                   Europe,
                                    28%                                       Emerging regions’ Internet usage tends to be heavy on
                                                                              communication, while mature Internet markets spend more
                                                                              time on categories which demand high-bandwidth connections.
Majority of global Internet users are in Asia. China alone                    Instant messenger usage takes up almost a third of all online time
comprises 19% of the global Internet population, and is                       in Middle East-Africa, and more than a quarter of all online time in
continuing to grow rapidly.                                                   Latin America. Higher available bandwidth in Europe, North America,
In 1996, two-thirds of the world’s Internet population was in the             and parts of Asia allow users in those regions to spend more time
United States. Today, Asia Pacific is the largest region, with China and      on Entertainment, News/Info, and Sports, categories which typically
India demonstrating particularly high growth. In most of Asia, Internet       include media and content that require faster connections.
penetration is still relatively low, leaving significant growth potential     Share of time spent on Retail sites is highest in North America,
over the coming years. Latin America, the Middle East and Africa have         unsurprising during the holiday season. Though they are far less likely
also experienced rapid growth and similarly low penetration. Central          to make purchases online, web users in Asia Pacific nonetheless
Europe and Russia are also high-growth areas.                                 spend an above-average share of their time on Retail sites,
                                                                              underscoring the importance of online research and comparison
                                                                              shopping even when the actual purchase takes place offline.

Source: comScore Media Metrix                                                 Source: comScore Media Metrix
03. GLOBAL TOP PROPERTIES                                                                 04. WEBSITES TO WATCH

Facebook Continues to Climb Upward in Global                                              Free Entertainment is Always Popular; New Social
Ranking; Mozilla, Glam and NetShelter Technology                                          Networks Challenge Established Players
Make Impressive Gains                                                                     Percent Reach of Selected Sites and Regions
                                                                                          Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
Top 20 Properties by Global Reach
                                                                                          Dec 2009 vs. Dec 2008
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
December 2009
                                                                                                                                               14.2%               +97%
                                                                                            Television Broadcasts Limited in HK
                                  % Reach                                       % Reach                                                                    28.0%
 1   Google Sites                  73.6      11   Apple Inc.                     17.1                                                        10.6%
                                                                                                   Taringa.net in Latin America
                                                                                                                                                     18.4% +74%
 2   Microsoft Sites               59.5      12   Fox Interactive Media          14.3                                                 4.2%
                                                                                                         Mudah.my in Malaysia
 3   Yahoo! Sites                  48.6      13   The Mozilla Organization       13.7                                                           13.7% +226%
                                                                                                                                       3.7%
                                                                                                        Kaixin001.com in China
 4   Facebook.com                  38.3      14   Glam Media                     13.1                                                       8.7% +137%
 5   Wikimedia Foundation Sites    28.4      15   WordPress                      13.1                                                 3.1%
                                                                                                    Tiger Airways in Singapore
                                                                                                                                           8.3% +170%
 6   AOL LLC                       21.9      16   TENCENT Inc.                   12.5
                                                                                                                                       3.9%
                                                                                                                  Ibibo in India
 7   eBay                          21.5      17   Baidu.com Inc.                 12.5                                                     6.9% +76%
 8   Amazon Sites                  19.7      18   Adobe Sites                    11.5                                              0.3%
                                                                                                           we7.com in the U.K.
                                                                                                                                     2.0% +612%
 9   Ask Network                   17.7      19   NetShelter Technology Media    10.0
10   CBS Interactive               17.3      20   Alibaba.com Corporation         9.2
                                                                                                                           Dec 2008    Dec 2009

Facebook continues to extend its global reach and is now fourth,                          New Entertainment and Social Networking sites are still
just behind the major portals.                                                            emerging; Low-cost air carriers see a jump as economy slows.
With China now comprising a fifth of the global online population,                        Television Broadcasts Limited is a Chinese-language network that
it is unsurprising that a number of Chinese sites have quickly gained                     provides video streams of its popular TV series on its website.
firm footholds among the top web properties in the world. However,                        Argentinian site Taringa.net is a discussion site that has rapidly
two of the entities showing the most upward momentum in the top 20                        gained popularity throughout Latin America. Mudah.my bills itself as
are content aggregators—Glam Media (#14), specializing in women’s                         “Malaysia’s Marketplace”, where users can buy and sell new and used
content, and NetShelter Technology Media (#19), an aggregator of                          goods. Kaixin001.com and Ibibo are social networks that continue to
technology content. Mozilla is also climbing, illustrating the increasing                 post significant growth in markets (China and India, respectively) that
global popularity of Firefox.                                                             are not dominated by Facebook. Though most low-cost carriers in the
                                                                                          region (e.g. JetStar, SilkAir, Cebu Pacific Air) have seen traffic growth
                                                                                          in the past year, Tiger Airways’ is the most significant. We7.com is a
                                                                                          music site in the U.K. featuring both free and paid content.

Source: comScore Media Metrix                                                             Source: comScore Media Metrix
05. SHARE GAINERS                                                             06. SOCIAL NETWORKING

Facebook and YouTube are the Largest Share Gainers                            Social Networking Remains One of the Web’s Top
of Global Online Usage Over the Past 3 Years                                  Activities in 2009
Share of Global Minutes on Top Sites                                          Growth of Global Unique Visitors to Facebook, MySpace, Twitter
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer   Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
June 2006 to October 2009                                                     December 2008 to December 2009


                                                                                         Global Unique Visitors (000) to Social Networking Sites
                                                                               500,000
                                                                               450,000
                                                                               400,000
                                                                               350,000
                                                                               300,000
                                                                               250,000
                                                                               200,000
                                                                               150,000
                                                                               100,000
                                                                                50,000
                                                                                     0




                                                                                            FACEBOOK.COM             MySpace Sites          TWITTER.COM


                                                                              Two out of 3 global web users visited a social networking site in
Top sites’ total share of time is increasing—consumer share of                December 2009.
online time is consolidating, not diffusing to the long tail.
                                                                              After bypassing MySpace as the global leader among social networks
Facebook.com currently comprises 7% of total online consumption               in 2008, Facebook has continued its rapid growth, more than doubling
globally. Along with YouTube, these two sites are the largest share           (+111%) its global Unique Visitors in 2009. Twitter’s global growth in
gainers of global online usage over the past 3 years. In comparison,          the past year has been nothing short of phenomenal, posting a 14-fold
Amazon Sites, CBS Interactive, Turner Network and Viacom Digital              increase globally, and ending the year with 65 million visitors.
each command only 0.2% of total online time. Another recent, major
                                                                              Globally, social networking accounts for 12% of the average user’s
market entrant, Twitter, has enjoyed high reach and fast growth, but time
                                                                              time spent online. In Europe, however, social networking takes up
spent on the site is minimal—only 0.1% of global Internet time is spent
                                                                              16.1% of all time online, and 15.6% in Latin America. The average
on the site.
                                                                              social networking user in Europe spends almost five hours a month on
                                                                              social networking sites.

Source: comScore Media Metrix                                                 Source: comScore Media Metrix
SOCIAL NETWORKING – MOBILE EU5                                                                                SOCIAL NETWORKING – EMERGING REGIONS


17% of Facebook Users in EU5 are Accessing                                                                    Indonesia, Chile and Colombia Lead All Countries
Via Mobile                                                                                                    in Facebook Penetration, With More Than 84% of Web
Unique Users of Facebook on PC vs. Mobile, EU5                                                                Users in Those Countries Using the Social Network
Three Month Average Ending November 2009
                                                                                                              Countries with Highest Facebook Penetration, December 2009

                                   Facebook Usage – PC vs. Mobile                                                                             Facebook Reach
               35,000,000                                                              30%
                                                                                                                                          WW            38.3%
               30,000,000
                                                                                       25%                                           Indonesia                             85.3%
               25,000,000




                                                                                             % Mobile Users
                                  22%
Unique Users




                                                            20%                        20%                                                Chile                            84.7%
               20,000,000
                                                                       17%                                                           Colombia                          84.2%
               15,000,000                                                              15%
                                                                                                                                        Turkey                         84.1%
               10,000,000
                                               11%
                                                                                   10% 10%                                          Philippines                        83.1%
                5,000,000

                       0                                                               5%                                            Venezuela                         82.9%
                             United      France         Italy      Spain     Germany
                                                                                                                                       Canada                         78.8%
                            Kingdom
                                                                                                                                United Kingdom                       76.3%
                             PC       Mobile      % of Facebook Users Via Mobile

Europeans are among the heaviest users of Social Networking                                                   Social Connections and Communication are key components
sites on PCs, and their usage is spilling over onto Mobile                                                    of online usage in Latin America.
Among the countries in EU5, there are significant differences in                                              Latin Americans spent 15.6% of their total online time on Social
Facebook mobile usage, with 22% of U.K. Facebookers accessing via                                             Networking sites, and an additional 34.9% on Email and IM.
mobile, compared to just 10% of German Facebook users.                                                        In addition to high reach for Facebook in most Latin American
                                                                                                              countries under measurement, the social network Orkut (a Google
Facebook usage is surprisingly similar on mobile and PC. Mobile
                                                                                                              property) enjoys a large and extremely loyal following in Brazil.
users spend 24 minutes on Facebook and average 3.3 visits per day.
PC users spend 27 minutes per day and average 2.3 visits.                                                     Facebook has overtaken Friendster to capture the avid social
                                                                                                              networkers of Southeast Asia. Indonesia and the Philippines are
                                                                                                              among the top 5 countries for Facebook reach. Friendster was the
                                                                                                              early leader among social networks in Southeast Asia, but Facebook is
                                                                                                              now the top social networking in every country in the region.

Source: comScore Media Metrix, comScore MobiLens                                                              Source: comScore Media Metrix
07. VIDEO & ENTERTAINMENT

More Than Half of Time Spent Viewing Video Occurs                                                  Demand for Entertainment in Asia is High, Even in
on Long Tail Video Sites                                                                           Countries Where Broadband Reach is Still Low
U.S. Video Viewing Trend by Total Duration                                                         Entertainment Reach in Asia Pacific Countries
December 2008 to December 2009                                                                     December 2009
                                                                                                                                      Entertainment
                     160,000
                                                                                                                        Worldwide                         76%
                                                                                                                       Asia Pacific                  70%

                     120,000                                                                                          South Korea                                85%
Total Minutes (MM)




                                                                                                                        Singapore                              82%
                                                                                                                       Philippines                         79%
                      80,000                                                                                                Japan                          79%
                                                                                                                          Vietnam                          78%
                                                                                                                         Australia                         77%
                      40,000                                                                                             Malaysia                          76%
                                                                                                                       Hong Kong                          74%
                                                                                                                     New Zealand                         71%
                          0                                                                                                Taiwan                        71%
                          Dec-08     Feb-09   Apr-09     Jun-09   Aug-09      Oct-09      Dec-09                         Indonesia                       71%
                                                                                                                             India                   68%
                               YouTube.com    Video Sites #2-25   Video Sites #26+ (long tail)                              China                  62%


YouTube still takes majority share, but #2 Hulu continues to grow,                                 Entertainment is the most popular online category in Asia.
and the majority of online viewing is actually in the long tail.
                                                                                                   Entertainment reach is highest in South Korea and Singapore,
An analysis of where Americans spend their time viewing online video                               countries with broadband penetration rates that are on par with
content revealed that top-ranked video site YouTube accounted for                                  Western Europe. We also see that Indonesia and India, countries
more than a quarter (26%) of total time spent viewing video, more than                             with broadband penetration in the single digits, have below average
the combined time spent of video content sites ranked between #2                                   Entertainment reach. However, several countries show high demand
and #25 (22%). Meanwhile, the majority of online video viewing (52%)                               for Entertainment content despite low broadband penetration rates.
occurred at video sites ranked outside of the top 25, suggesting the                               In the Philippines and Vietnam, Entertainment reach is above the
increased fragmentation of online video and the emergence of sites in                              global average. As broadband coverage increases in those areas, we
the long tail.                                                                                     expect to see even higher rates of penetration and consumption of
                                                                                                   Entertainment content.

Source: comScore Video Metrix                                                                      Source: comScore Media Metrix
08. VIDEO CROSS-MEDIA SURVEY                                                      09. GLOBAL SEARCH

The Online-Only TV Viewer Represents an                                           Google Sites Accounts for Two-Thirds of 131 Billion
Opportunity for Incremental Audiences in the Valuable                             Searches Worldwide; Introduction of Bing Helps
18-34 Category                                                                    Microsoft Post Significant Gains During the Year
Demographic Distribution of Online Video Viewers                                  Top Ten Search Properties by Searches Conducted, Total Worldwide, Ages 15+ Accessing
Survey Conducted December 2009                                                    the Internet from a Home or Work Computer, December 2009 vs. December 2008

                                                                                                                                           Searches (MM)
 40%
                                                                                                                           Dec. 2008           Dec. 2009          % Change
 35%                                                                                      Worldwide                          89,708             131,354               46%
 30%                                                                                      Google Sites                      55,638               87,809               58%
                                                                                          Yahoo! Sites                        8,389               9,444               13%
 25%
                                                                                          Baidu.com Inc.                      7,963               8,534                7%
 20%                                                                                      Microsoft Sites                     2,403               4,094               70%
 15%                                                                                      eBay                                1,327               2,102               58%
                                                                                          NHN Corporation                     1,892               2,069                9%
 10%
                                                                                          Yandex                                992               1,892               91%
  5%                                                                                      Facebook.com                        1,023               1,572               54%
  0%                                                                                      Ask Network                         1,053               1,507               43%
            18-24           25-34           35-49            50-64          65+           Alibaba.com Corporation             1,118               1,102                -1%

           Online-only TV Viewers     Online Video General     YouTube Viewers    Searches based on “expanded search” definition, which includes searches at the top properties where search
                                                                                  activity is observed, not only the core search engines.


The opportunity in online video as a distribution platform cannot                 The global search market grew by 46% in the past year, with both
be ignored. There is a new breed of digital consumer who is                       highly developed and emerging markets contributing
choosing to tune in to his/her favorite shows online.                             to the strong growth worldwide.
In terms of demographics, the online-only TV viewer skews                         Google Sites ranked as the top search property worldwide with 87.8
dramatically younger than the general video audience. 72% of those                billion searches in December, or 66.8% of the global search market,
who only watch TV online are between the ages of 18 and 34. That                  and a 58% increase in search query volume over the past year. Yahoo!
age group comprises only 57% of the general online video audience.                Sites ranked second globally with 9.4 billion searches (up 13%),
                                                                                  followed by Chinese search engine Baidu with 8.5 billion searches
Online is preferred by consumers for its convenience; the ability to
                                                                                  (up 7%). Microsoft Sites saw the greatest gains among the top five
select specific shows and watch them on their own time ranked high
                                                                                  properties, growing 70% to 4.1 billion searches, on the strength of its
among consumers’ reasons for choosing to watch TV online. TV is
                                                                                  successful introduction of new search engine Bing. Russian search
preferred for sound and video quality and overall experience.
                                                                                  engine Yandex also achieved considerable gains, growing 91% to 1.9
                                                                                  billion searches.
Source: comScore Video Cross-Media Study                                          Source: comScore qSearch
10. DISPLAY ADVERTISING                                                         11. ADVERTISING EFFECTIVENESS

Social Networks and Blogs Account for More Than 23%                             Cross Media Synergy Effect Helps Campaigns Drive
of All Display Ad Impressions                                                   Brand Value For Many Categories of Advertisers
Top Content Categories by Share of Total Display Ad Impressions                 Lift Effects for Ad Awareness Metrics in Cross Media Campaigns
December 2009


        30.0%
                 23.8%
        25.0%            21.1%
        20.0%
        15.0%
                                  10.2%
        10.0%                              7.3%
                                                   4.2%    4.1%   2.8%
         5.0%                                                            2.0%
         0.0%




                                                                                When consumers are exposed to a campaign in multiple
                                                                                channels, it appears to be everywhere. This sense of omni-
                                                                                presence drives up not only awareness measures but also moves
                                                                                consumers to higher interest and intent to purchase the brand.
Almost one quarter of all display ad impressions in December                    Data from the comScore AdEffx™ norms database clearly shows that
2009 were in the Conversational Media category, which consists                  cross media campaigns, which utilize multiple marketing channels,
of social networking and blogging sites.                                        can deliver significant increases in brand metrics for many industries.
                                                                                As an example, a major PC manufacturer saw using multiple mediums
Social networking and blogging sites, primarily Facebook and
                                                                                in combination provided significant lifts over using a single medium
MySpace, account for more ad impressions than the sum of the
                                                                                alone. This cross media synergy effect remains strong across many
major portals. This underscores the importance of understanding the
                                                                                categories of advertisers. Marketers who want to take advantage of
effectiveness of ads in the social networking ecosystem.
                                                                                the power of this effect can spread budgets by selectively targeting
                                                                                a specific audience and blanketing them with messages in various
                                                                                media. Then advertising effectiveness can be measured for both
                                                                                attitudinal brand impacts as well as behavioral impacts such as sales,
                                                                                site visitation and search to quantify the contributions of each medium
                                                                                alone and in concert.

Source: comScore Ad Metrix                                                      Source: comScore AdEffx Brand Survey Lift Cross Media Norms Database
12. E-COMMERCE                                                          However, 2009 on the whole fared significantly worse than the
                                                                        previous year with year-over-year growth rates remaining negative
                                                                        throughout most of the year.
2009 Total Retail e-Commerce Sales Down 2%
vs. Year Ago, with Travel Sales Down 5% and                             The 2009 holiday season represented a bright spot in this
                                                                        predominantly negative year for e-commerce as it marked a return to
Non-Travel Flat
                                                                        positive growth rates with both November and December showing
U.S. Online Consumer Dollar Sales Growth (in $ Billions)                gains of a few percentage points. While some of this growth is
Excluding Auctions, Autos, and Managed Travel
                                                                        attributable to more favorable year-over-year comparisons versus
                                                                        the disastrous 2008 holiday season, it does suggest that the tides of
                                                                        consumer sentiment are beginning to turn and that 2010 may be a
                                                                        healthier year for retail e-commerce.

                                                                        Positive Growth U.S. Retail e-Commerce Categories in 2009

                                                                                            Books & Magazines                             12%

                                                                            Computer Software (excl. PC Games)                       7%

                                                                                                Sport & Fitness                     6%

                                                                                             Jewelry & Watches                4%
The U.S. e-commerce market in 2009 exhibited substantial
                                                                           Video Games, Consoles & Accessories           3%
softness in the face of the global economic recession, which
exerted downward pressure on consumer discretionary spending                              Consumer Electronics           3%
reflected in the e-commerce market.
                                                                                 Computers, Peripherals, & PDAs     1%
Total U.S. e-commerce spending reached $209.6 billion in 2009,
down 2% versus the previous year and the first year on record with
                                                                        In this recessionary year, only a handful of retail e-commerce
negative growth rates. Travel e-commerce spending dropped 5% to
                                                                        categories experienced growth. Books & Magazines topped the list
$79.8 billion, while retail (non-travel) e-commerce spending remained
                                                                        of gaining categories with 12% growth, bolstered by category-wide
virtually flat at $129.8 billion.
                                                                        price-cutting and the release of numerous high-profile best-sellers.
Throughout most of the decade, retail e-commerce spending saw           Computer software (up 7%) ranked second, followed by Sport &
growth rates in excess of 20% annually, but 2008 showed signs of        Fitness (up 6%) and Jewelry & Watches (up 4%), which rebounded
softness as the economy first began to weaken. While that year still    from an especially weak 2008. Other positive growth categories
saw retail e-commerce grow at a rate of 6%, it was the first time on    included Video Games, Consoles & Accessories (up 3%), Consumer
record of single-digit growth rates.                                    Electronics (up 3%) and Computers, Peripherals & PDAs (up 1%).

Source: comScore e-Commerce Measurement                                 Source: comScore e-Commerce Measurement
13. MOBILE INTERNET USAGE                                                           14. MOBILE INTERNET DEMOGRAPHICS

Mobile Internet Services Continue to Boom in EU5                                    Mobile Internet Users Slightly Older Than PC
                                                                                    Internet Users
Mobile Browsing Audience
November 2008 to November 2009                                                      Mobile Browsing Audience
                                                                                    Three Month Average Ending November 2009


                            Mobile Internet Trends                                                   PC Internet vs. Mobile Internet Demographics
                                                                 +29%

                                                                                     60%              PC –
                                                                 +33%                                                          PC –              Higher on Chart = More Female
                                                                                               Social Networking
                                                                                     55%                                   Total Internet        Further to Right = Older
                                                                +106%
                                                                                                                                                 Size of Bubbles = # of Users




                                                                         % Female
                                                                                     50%
                                                                 +64%
                                                                                     45%
                                                                                     40%
                                                                                     35%                        Mobile –                   Mobile –
                                                                                                            Social Networkers          News/Info Browsers
                                                                                     30%
                                                                                        27.0         28.0          29.0         30.0          31.0           32.0           33.0
                                                                                                                           Median Age



Though it has been over a year since the launch of the iPhone 3G                    Device and access costs keep mobile Internet usage from
and the resultant boom in mobile Internet services, the growth in                   following ‘traditional’ early adopter age distributions.
new users shows no signs of waning.
                                                                                    Younger consumers are less likely to have the advanced devices and
Social Networking and News and Information via Application                          unlimited data plans that are key drivers for mobile Internet usage.
are showing the highest gains with 106% and 64% Y/Y growth,                         Even for social networking, consumers who use their mobiles are more
respectively. While News and Information via Browser and Email                      likely to be older than those who access social networks via PC.
continue to be the most popular activities online, the rapid growth of
                                                                                    Mobile social networkers are more evenly distributed by gender than
Social Networking via mobile may soon overtake those categories.
                                                                                    mobile browsers for news and info. This provides an indication that
Most apps users in EU5 play games. Games is the top genre for apps,                 mobile social networking is helping move mobile Internet services out
followed by Functional Tools (e.g. Maps and Search), Communication                  of early adopter mode and into the mainstream.
Services (Email, IM, Social Networking, Photo Sharing) and News.


Source: comScore MobiLens                                                           Source: comScore MobiLens
ABOUT COMSCORE                                                          COMSCORE PRODUCT SUITES & SERVICES


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Continued from previous page.




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                                as well as online and offline behaviors.                                  with user demographics and online behavioral
                                                                                                          insights to deliver the most complete profile of
                                                                                                          technology usage.

Video & Distributed Media Measurement                                                 Custom Research
                                Uncover the size, growth and composition of                               Get tailored, accurate and actionable insights.
                                distributed web audiences. Identify the most                              Design studies geared toward actual business
                                attractive types of distributed content—widgets,                          objectives. Measure the success of specific
                                videos, social applications or other emerging                             marketing efforts to improve future campaigns.
                                platforms. Understand how usage patterns change                           comScore Custom Research studies leverage
                                over time. comScore Video & Distributed Media                             the massive comScore panel, sophisticated
                                Measurement solutions provide accurate and                                methodologies and expert analysts to deliver
                                comprehensive measurement of distributed                                  industry-leading marketing insights.
                                web content.

CONTACT     learnmore@comscore.com      www.comscore.com
Contact Information

To learn more about how comScore can help you compete and
succeed in the digital world, please contact us today:


Online
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The findings herein are based on data and insight gleaned exclusively from comScore services and solutions.
Research data or a portion of text less than one paragraph in length may be cited provided that each is sourced to
comScore; for example, “Source: comScore, Inc.” or “According to comScore, ....” Copies of graphs or data tables
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© 2010 comScore, Inc.
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Comscore 2010 - Rapport premier semestre

  • 1.
  • 2. About This Data Passport From emerging markets to converging media, comScore is the global source of digital market intelligence that truly measures the digital world. This data passport offers a brief glimpse into the vast array of vital insights that only comScore can reveal. 01 GLOBAL INTERNET POPULATIONS 02 HOW THE WORLD USES THE WEB 03 GLOBAL TOP PROPERTIES 04 WEBSITES TO WATCH 05 SHARE GAINERS 06 SOCIAL NETWORKING 07 VIDEO & ENTERTAINMENT 08 VIDEO CROSS-MEDIA SURVEY 09 GLOBAL SEARCH 10 DISPLAY ADVERTISING 11 AD EFFECTIVENESS 12 E-COMMERCE 13 MOBILE INTERNET USAGE 14 MOBILE INTERNET DEMOGRAPHICS ABOUT COMSCORE Measuring the digital world.™
  • 3. 01. GLOBAL INTERNET POPULATIONS 02. HOW THE WORLD USES THE WEB The Worldwide Internet Audience Has Grown and Instant Messengers, Social Networking, Entertainment Shifted Dramatically in the Past Decade and Email Take Up Most of the Average Web User’s Distribution of Worldwide Internet Audience Time, But Proportions Vary Greatly by Region Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer Share of Regional Minutes on Key Online Categories December 2009 Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer December 2009 Middle East - North Middle East - Latin Latin Africa, 7% Worldwide Asia Pacific Europe America Africa America America, Instant Messengers 12.3% 7.4% 14.1% 5.6% 29.3% 26.5% 8% Social Networking 12.0% 7.8% 16.1% 11.5% 10.8% 15.6% Entertainment 9.9% 10.7% 9.2% 10.9% 7.0% 9.9% Email 7.1% 4.4% 5.2% 12.3% 7.8% 8.5% Asia Games 3.9% 2.9% 4.3% 4.7% 4.5% 3.4% North Pacific, Retail 3.1% 3.6% 2.7% 4.4% 0.5% 1.6% America, 41% News/Information 2.7% 2.4% 2.8% 3.6% 1.4% 1.4% 16% Business/Finance 1.6% 1.9% 1.3% 2.2% 0.4% 0.7% Sports 1.2% 0.8% 1.1% 2.0% 1.2% 0.6% Travel 0.5% 0.4% 0.6% 0.6% 0.3% 0.2% Europe, 28% Emerging regions’ Internet usage tends to be heavy on communication, while mature Internet markets spend more time on categories which demand high-bandwidth connections. Majority of global Internet users are in Asia. China alone Instant messenger usage takes up almost a third of all online time comprises 19% of the global Internet population, and is in Middle East-Africa, and more than a quarter of all online time in continuing to grow rapidly. Latin America. Higher available bandwidth in Europe, North America, In 1996, two-thirds of the world’s Internet population was in the and parts of Asia allow users in those regions to spend more time United States. Today, Asia Pacific is the largest region, with China and on Entertainment, News/Info, and Sports, categories which typically India demonstrating particularly high growth. In most of Asia, Internet include media and content that require faster connections. penetration is still relatively low, leaving significant growth potential Share of time spent on Retail sites is highest in North America, over the coming years. Latin America, the Middle East and Africa have unsurprising during the holiday season. Though they are far less likely also experienced rapid growth and similarly low penetration. Central to make purchases online, web users in Asia Pacific nonetheless Europe and Russia are also high-growth areas. spend an above-average share of their time on Retail sites, underscoring the importance of online research and comparison shopping even when the actual purchase takes place offline. Source: comScore Media Metrix Source: comScore Media Metrix
  • 4. 03. GLOBAL TOP PROPERTIES 04. WEBSITES TO WATCH Facebook Continues to Climb Upward in Global Free Entertainment is Always Popular; New Social Ranking; Mozilla, Glam and NetShelter Technology Networks Challenge Established Players Make Impressive Gains Percent Reach of Selected Sites and Regions Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer Top 20 Properties by Global Reach Dec 2009 vs. Dec 2008 Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer December 2009 14.2% +97% Television Broadcasts Limited in HK % Reach % Reach 28.0% 1 Google Sites 73.6 11 Apple Inc. 17.1 10.6% Taringa.net in Latin America 18.4% +74% 2 Microsoft Sites 59.5 12 Fox Interactive Media 14.3 4.2% Mudah.my in Malaysia 3 Yahoo! Sites 48.6 13 The Mozilla Organization 13.7 13.7% +226% 3.7% Kaixin001.com in China 4 Facebook.com 38.3 14 Glam Media 13.1 8.7% +137% 5 Wikimedia Foundation Sites 28.4 15 WordPress 13.1 3.1% Tiger Airways in Singapore 8.3% +170% 6 AOL LLC 21.9 16 TENCENT Inc. 12.5 3.9% Ibibo in India 7 eBay 21.5 17 Baidu.com Inc. 12.5 6.9% +76% 8 Amazon Sites 19.7 18 Adobe Sites 11.5 0.3% we7.com in the U.K. 2.0% +612% 9 Ask Network 17.7 19 NetShelter Technology Media 10.0 10 CBS Interactive 17.3 20 Alibaba.com Corporation 9.2 Dec 2008 Dec 2009 Facebook continues to extend its global reach and is now fourth, New Entertainment and Social Networking sites are still just behind the major portals. emerging; Low-cost air carriers see a jump as economy slows. With China now comprising a fifth of the global online population, Television Broadcasts Limited is a Chinese-language network that it is unsurprising that a number of Chinese sites have quickly gained provides video streams of its popular TV series on its website. firm footholds among the top web properties in the world. However, Argentinian site Taringa.net is a discussion site that has rapidly two of the entities showing the most upward momentum in the top 20 gained popularity throughout Latin America. Mudah.my bills itself as are content aggregators—Glam Media (#14), specializing in women’s “Malaysia’s Marketplace”, where users can buy and sell new and used content, and NetShelter Technology Media (#19), an aggregator of goods. Kaixin001.com and Ibibo are social networks that continue to technology content. Mozilla is also climbing, illustrating the increasing post significant growth in markets (China and India, respectively) that global popularity of Firefox. are not dominated by Facebook. Though most low-cost carriers in the region (e.g. JetStar, SilkAir, Cebu Pacific Air) have seen traffic growth in the past year, Tiger Airways’ is the most significant. We7.com is a music site in the U.K. featuring both free and paid content. Source: comScore Media Metrix Source: comScore Media Metrix
  • 5. 05. SHARE GAINERS 06. SOCIAL NETWORKING Facebook and YouTube are the Largest Share Gainers Social Networking Remains One of the Web’s Top of Global Online Usage Over the Past 3 Years Activities in 2009 Share of Global Minutes on Top Sites Growth of Global Unique Visitors to Facebook, MySpace, Twitter Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer June 2006 to October 2009 December 2008 to December 2009 Global Unique Visitors (000) to Social Networking Sites 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 FACEBOOK.COM MySpace Sites TWITTER.COM Two out of 3 global web users visited a social networking site in Top sites’ total share of time is increasing—consumer share of December 2009. online time is consolidating, not diffusing to the long tail. After bypassing MySpace as the global leader among social networks Facebook.com currently comprises 7% of total online consumption in 2008, Facebook has continued its rapid growth, more than doubling globally. Along with YouTube, these two sites are the largest share (+111%) its global Unique Visitors in 2009. Twitter’s global growth in gainers of global online usage over the past 3 years. In comparison, the past year has been nothing short of phenomenal, posting a 14-fold Amazon Sites, CBS Interactive, Turner Network and Viacom Digital increase globally, and ending the year with 65 million visitors. each command only 0.2% of total online time. Another recent, major Globally, social networking accounts for 12% of the average user’s market entrant, Twitter, has enjoyed high reach and fast growth, but time time spent online. In Europe, however, social networking takes up spent on the site is minimal—only 0.1% of global Internet time is spent 16.1% of all time online, and 15.6% in Latin America. The average on the site. social networking user in Europe spends almost five hours a month on social networking sites. Source: comScore Media Metrix Source: comScore Media Metrix
  • 6. SOCIAL NETWORKING – MOBILE EU5 SOCIAL NETWORKING – EMERGING REGIONS 17% of Facebook Users in EU5 are Accessing Indonesia, Chile and Colombia Lead All Countries Via Mobile in Facebook Penetration, With More Than 84% of Web Unique Users of Facebook on PC vs. Mobile, EU5 Users in Those Countries Using the Social Network Three Month Average Ending November 2009 Countries with Highest Facebook Penetration, December 2009 Facebook Usage – PC vs. Mobile Facebook Reach 35,000,000 30% WW 38.3% 30,000,000 25% Indonesia 85.3% 25,000,000 % Mobile Users 22% Unique Users 20% 20% Chile 84.7% 20,000,000 17% Colombia 84.2% 15,000,000 15% Turkey 84.1% 10,000,000 11% 10% 10% Philippines 83.1% 5,000,000 0 5% Venezuela 82.9% United France Italy Spain Germany Canada 78.8% Kingdom United Kingdom 76.3% PC Mobile % of Facebook Users Via Mobile Europeans are among the heaviest users of Social Networking Social Connections and Communication are key components sites on PCs, and their usage is spilling over onto Mobile of online usage in Latin America. Among the countries in EU5, there are significant differences in Latin Americans spent 15.6% of their total online time on Social Facebook mobile usage, with 22% of U.K. Facebookers accessing via Networking sites, and an additional 34.9% on Email and IM. mobile, compared to just 10% of German Facebook users. In addition to high reach for Facebook in most Latin American countries under measurement, the social network Orkut (a Google Facebook usage is surprisingly similar on mobile and PC. Mobile property) enjoys a large and extremely loyal following in Brazil. users spend 24 minutes on Facebook and average 3.3 visits per day. PC users spend 27 minutes per day and average 2.3 visits. Facebook has overtaken Friendster to capture the avid social networkers of Southeast Asia. Indonesia and the Philippines are among the top 5 countries for Facebook reach. Friendster was the early leader among social networks in Southeast Asia, but Facebook is now the top social networking in every country in the region. Source: comScore Media Metrix, comScore MobiLens Source: comScore Media Metrix
  • 7. 07. VIDEO & ENTERTAINMENT More Than Half of Time Spent Viewing Video Occurs Demand for Entertainment in Asia is High, Even in on Long Tail Video Sites Countries Where Broadband Reach is Still Low U.S. Video Viewing Trend by Total Duration Entertainment Reach in Asia Pacific Countries December 2008 to December 2009 December 2009 Entertainment 160,000 Worldwide 76% Asia Pacific 70% 120,000 South Korea 85% Total Minutes (MM) Singapore 82% Philippines 79% 80,000 Japan 79% Vietnam 78% Australia 77% 40,000 Malaysia 76% Hong Kong 74% New Zealand 71% 0 Taiwan 71% Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Indonesia 71% India 68% YouTube.com Video Sites #2-25 Video Sites #26+ (long tail) China 62% YouTube still takes majority share, but #2 Hulu continues to grow, Entertainment is the most popular online category in Asia. and the majority of online viewing is actually in the long tail. Entertainment reach is highest in South Korea and Singapore, An analysis of where Americans spend their time viewing online video countries with broadband penetration rates that are on par with content revealed that top-ranked video site YouTube accounted for Western Europe. We also see that Indonesia and India, countries more than a quarter (26%) of total time spent viewing video, more than with broadband penetration in the single digits, have below average the combined time spent of video content sites ranked between #2 Entertainment reach. However, several countries show high demand and #25 (22%). Meanwhile, the majority of online video viewing (52%) for Entertainment content despite low broadband penetration rates. occurred at video sites ranked outside of the top 25, suggesting the In the Philippines and Vietnam, Entertainment reach is above the increased fragmentation of online video and the emergence of sites in global average. As broadband coverage increases in those areas, we the long tail. expect to see even higher rates of penetration and consumption of Entertainment content. Source: comScore Video Metrix Source: comScore Media Metrix
  • 8. 08. VIDEO CROSS-MEDIA SURVEY 09. GLOBAL SEARCH The Online-Only TV Viewer Represents an Google Sites Accounts for Two-Thirds of 131 Billion Opportunity for Incremental Audiences in the Valuable Searches Worldwide; Introduction of Bing Helps 18-34 Category Microsoft Post Significant Gains During the Year Demographic Distribution of Online Video Viewers Top Ten Search Properties by Searches Conducted, Total Worldwide, Ages 15+ Accessing Survey Conducted December 2009 the Internet from a Home or Work Computer, December 2009 vs. December 2008 Searches (MM) 40% Dec. 2008 Dec. 2009 % Change 35% Worldwide 89,708 131,354 46% 30% Google Sites 55,638 87,809 58% Yahoo! Sites 8,389 9,444 13% 25% Baidu.com Inc. 7,963 8,534 7% 20% Microsoft Sites 2,403 4,094 70% 15% eBay 1,327 2,102 58% NHN Corporation 1,892 2,069 9% 10% Yandex 992 1,892 91% 5% Facebook.com 1,023 1,572 54% 0% Ask Network 1,053 1,507 43% 18-24 25-34 35-49 50-64 65+ Alibaba.com Corporation 1,118 1,102 -1% Online-only TV Viewers Online Video General YouTube Viewers Searches based on “expanded search” definition, which includes searches at the top properties where search activity is observed, not only the core search engines. The opportunity in online video as a distribution platform cannot The global search market grew by 46% in the past year, with both be ignored. There is a new breed of digital consumer who is highly developed and emerging markets contributing choosing to tune in to his/her favorite shows online. to the strong growth worldwide. In terms of demographics, the online-only TV viewer skews Google Sites ranked as the top search property worldwide with 87.8 dramatically younger than the general video audience. 72% of those billion searches in December, or 66.8% of the global search market, who only watch TV online are between the ages of 18 and 34. That and a 58% increase in search query volume over the past year. Yahoo! age group comprises only 57% of the general online video audience. Sites ranked second globally with 9.4 billion searches (up 13%), followed by Chinese search engine Baidu with 8.5 billion searches Online is preferred by consumers for its convenience; the ability to (up 7%). Microsoft Sites saw the greatest gains among the top five select specific shows and watch them on their own time ranked high properties, growing 70% to 4.1 billion searches, on the strength of its among consumers’ reasons for choosing to watch TV online. TV is successful introduction of new search engine Bing. Russian search preferred for sound and video quality and overall experience. engine Yandex also achieved considerable gains, growing 91% to 1.9 billion searches. Source: comScore Video Cross-Media Study Source: comScore qSearch
  • 9. 10. DISPLAY ADVERTISING 11. ADVERTISING EFFECTIVENESS Social Networks and Blogs Account for More Than 23% Cross Media Synergy Effect Helps Campaigns Drive of All Display Ad Impressions Brand Value For Many Categories of Advertisers Top Content Categories by Share of Total Display Ad Impressions Lift Effects for Ad Awareness Metrics in Cross Media Campaigns December 2009 30.0% 23.8% 25.0% 21.1% 20.0% 15.0% 10.2% 10.0% 7.3% 4.2% 4.1% 2.8% 5.0% 2.0% 0.0% When consumers are exposed to a campaign in multiple channels, it appears to be everywhere. This sense of omni- presence drives up not only awareness measures but also moves consumers to higher interest and intent to purchase the brand. Almost one quarter of all display ad impressions in December Data from the comScore AdEffx™ norms database clearly shows that 2009 were in the Conversational Media category, which consists cross media campaigns, which utilize multiple marketing channels, of social networking and blogging sites. can deliver significant increases in brand metrics for many industries. As an example, a major PC manufacturer saw using multiple mediums Social networking and blogging sites, primarily Facebook and in combination provided significant lifts over using a single medium MySpace, account for more ad impressions than the sum of the alone. This cross media synergy effect remains strong across many major portals. This underscores the importance of understanding the categories of advertisers. Marketers who want to take advantage of effectiveness of ads in the social networking ecosystem. the power of this effect can spread budgets by selectively targeting a specific audience and blanketing them with messages in various media. Then advertising effectiveness can be measured for both attitudinal brand impacts as well as behavioral impacts such as sales, site visitation and search to quantify the contributions of each medium alone and in concert. Source: comScore Ad Metrix Source: comScore AdEffx Brand Survey Lift Cross Media Norms Database
  • 10. 12. E-COMMERCE However, 2009 on the whole fared significantly worse than the previous year with year-over-year growth rates remaining negative throughout most of the year. 2009 Total Retail e-Commerce Sales Down 2% vs. Year Ago, with Travel Sales Down 5% and The 2009 holiday season represented a bright spot in this predominantly negative year for e-commerce as it marked a return to Non-Travel Flat positive growth rates with both November and December showing U.S. Online Consumer Dollar Sales Growth (in $ Billions) gains of a few percentage points. While some of this growth is Excluding Auctions, Autos, and Managed Travel attributable to more favorable year-over-year comparisons versus the disastrous 2008 holiday season, it does suggest that the tides of consumer sentiment are beginning to turn and that 2010 may be a healthier year for retail e-commerce. Positive Growth U.S. Retail e-Commerce Categories in 2009 Books & Magazines 12% Computer Software (excl. PC Games) 7% Sport & Fitness 6% Jewelry & Watches 4% The U.S. e-commerce market in 2009 exhibited substantial Video Games, Consoles & Accessories 3% softness in the face of the global economic recession, which exerted downward pressure on consumer discretionary spending Consumer Electronics 3% reflected in the e-commerce market. Computers, Peripherals, & PDAs 1% Total U.S. e-commerce spending reached $209.6 billion in 2009, down 2% versus the previous year and the first year on record with In this recessionary year, only a handful of retail e-commerce negative growth rates. Travel e-commerce spending dropped 5% to categories experienced growth. Books & Magazines topped the list $79.8 billion, while retail (non-travel) e-commerce spending remained of gaining categories with 12% growth, bolstered by category-wide virtually flat at $129.8 billion. price-cutting and the release of numerous high-profile best-sellers. Throughout most of the decade, retail e-commerce spending saw Computer software (up 7%) ranked second, followed by Sport & growth rates in excess of 20% annually, but 2008 showed signs of Fitness (up 6%) and Jewelry & Watches (up 4%), which rebounded softness as the economy first began to weaken. While that year still from an especially weak 2008. Other positive growth categories saw retail e-commerce grow at a rate of 6%, it was the first time on included Video Games, Consoles & Accessories (up 3%), Consumer record of single-digit growth rates. Electronics (up 3%) and Computers, Peripherals & PDAs (up 1%). Source: comScore e-Commerce Measurement Source: comScore e-Commerce Measurement
  • 11. 13. MOBILE INTERNET USAGE 14. MOBILE INTERNET DEMOGRAPHICS Mobile Internet Services Continue to Boom in EU5 Mobile Internet Users Slightly Older Than PC Internet Users Mobile Browsing Audience November 2008 to November 2009 Mobile Browsing Audience Three Month Average Ending November 2009 Mobile Internet Trends PC Internet vs. Mobile Internet Demographics +29% 60% PC – +33% PC – Higher on Chart = More Female Social Networking 55% Total Internet Further to Right = Older +106% Size of Bubbles = # of Users % Female 50% +64% 45% 40% 35% Mobile – Mobile – Social Networkers News/Info Browsers 30% 27.0 28.0 29.0 30.0 31.0 32.0 33.0 Median Age Though it has been over a year since the launch of the iPhone 3G Device and access costs keep mobile Internet usage from and the resultant boom in mobile Internet services, the growth in following ‘traditional’ early adopter age distributions. new users shows no signs of waning. Younger consumers are less likely to have the advanced devices and Social Networking and News and Information via Application unlimited data plans that are key drivers for mobile Internet usage. are showing the highest gains with 106% and 64% Y/Y growth, Even for social networking, consumers who use their mobiles are more respectively. While News and Information via Browser and Email likely to be older than those who access social networks via PC. continue to be the most popular activities online, the rapid growth of Mobile social networkers are more evenly distributed by gender than Social Networking via mobile may soon overtake those categories. mobile browsers for news and info. This provides an indication that Most apps users in EU5 play games. Games is the top genre for apps, mobile social networking is helping move mobile Internet services out followed by Functional Tools (e.g. Maps and Search), Communication of early adopter mode and into the mainstream. Services (Email, IM, Social Networking, Photo Sharing) and News. Source: comScore MobiLens Source: comScore MobiLens
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