ComScore state of the internet southeast asia march 2011

State of the Internet with a Focus on Southeast Asia
9 March 2011
Joe Nguyen Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email jnguyen@comscore.com

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The Only Global Measurement
of Audience and E-commerce
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360°°°°View of Person Behavior
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The Global Internet Audience

Asia Continues Audience Growth
Growth is flat in North America, European
growth mostly driven by Russia
30 million new Internet users were added
in the Asia Pacific Region over the past
year
High percentage growth continues in
MidEast/Africa and Latin America December 2009 December 2010
+8%
Worldwide Online Population
(Millions)
1,222
1,324
505.7
336.4
198.4
85.2 96.6
534.0
361.7
204.0
112.5 111.4
Asia Pacific Europe North America Middle East -
Africa
Latin America
MidEast/Africa and Latin America December 2009 December 2010
+6%
+3%
+8%
+32% +15%
Dec 2010
Dec 2009
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010

Online Audience Sizes in Southeast Asia, 15+ Home & Work
Indonesia shows the highest percentage growth over the past year, adding 2
million web users since December 2009
Mature Internet markets posted significantly lower growth rates
Online Population Sizes (MM)
Southeast Asia
10.4
+11%
+32%
7© comScore, Inc. Proprietary and Confidential. Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 to December 2010
9.4
6.5
5.8
4.8
4.0
2.8
10.4
8.6
6.8
5.5
4.3
2.9
Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 2010
+32%
+16%
+16%
+8%
+3%

In Terms of Reach Worldwide, the Photos Category is Growing Fastest
Key Categories
Reach of WW Population, 2009 vs 2010
85.0%
70.5%
68.3%
66.8%
80.8%
67.6%
65.7%
63.0%
Search/Navigation
Social Networking
Directories/Resour…
Multimedia
52.7%
51.3%
50.0%
45.5%
42.6%
49.8%
49.8%
45.2%
Photos
Games
Blogs
Business/Finance
+24%
+3%
---
+1%
Growth: +5%
+4%
+4%
+6%
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
63.9%
63.1%
60.3%
58.1%
56.9%
53.1%
63.0%
61.8%
65.8%
59.4%
55.8%
51.3%
54.3%
Multimedia
Retail
e-mail
News/Information
Community
Downloads
Technology
34.7%
32.7%
31.5%
31.1%
29.7%
28.8%
45.2%
41.1%
31.9%
32.8%
33.6%
28.6%
30.4%
Instant Messengers
TV
Sports
Auctions
Travel
Education
2010
2009
-15%
+2%
-4%
-7%
+4%
-5%
+6%
+3%
-4%
+1%
+4%
+11%
-2%

Social Networking the Biggest Gainer in terms of Share of Time Spent Online.
Instant Messengers and Email Lost Share
Key Categories: Share of Time Spent Online
WW Population, 2009 vs 2010
3.1%
16.0%
2.2%
6.2%
3.0%
11.9%
1.9%
5.7%
Search/Navigation
Social Networking
Directories/Resources
Multimedia
2.6%
3.8%
0.9%
1.5%
0.7%
3.9%
0.8%
1.6%
Photos
Games
Blogs
Business/Finance
3.5%
6.6%
2.4%
1.9%
0.8%
0.6%
3.1%
7.2%
2.5%
2.0%
0.8%
0.6%
Retail
e-mail
News/Information
Community
Downloads
Technology
9.2%
0.6%
1.2%
1.6%
0.5%
0.7%
12.2%
0.5%
1.2%
1.7%
0.5%
0.7%
Instant
Messengers
TV
Sports
Auctions
Travel
Education
2010 Share
2009 Share

Southeast Asia Demographics & Internet Usage

Hong Kong and Singapore skew older even than the global average; Malaysia,
Indonesia, Vietnam and the Philippines have significantly younger audiences
Emerging Internet Markets in Southeast Asia Skew Very Young
Composition of Internet Audience 15+
27%
37%
40%
26%
26%
32%
22%
22%
17%
14%
9%
7%
11%
6%
WW
Malaysia
Indonesia
Source: comScore Media Metrix, December 2010
40%
38%
40%
19%
21%
32%
33%
30%
22%
24%
17%
15%
20%
25%
27%
7%
9%
8%
23%
19%
6%
12%
9%
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
15-24 25-34 35-44 45-54 55+

Average Usage Highest in Mature Markets
High levels of usage in Hong Kong and Singapore due to availability and ubiquity
of fast internet connections
Larger countries with lower web penetration rates have relatively lower
consumption; size and relative heaviness of usage of younger web users have a
large impact on these averages
Internet Users (Millions) Total Online Hours per Visitor
10.4
8.6
6.8
5.5
4.3
2.9
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
16.1
14.8
23.2
16.7
25.9
22.3
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore

15-34 Year Olds Spend More Time Online; Difference Varies by Country
In each country, 15-34 year olds spend more time online on average
Young people in Hong Kong and Singapore spend proportionally much more
time online than older web users there; young web users in Indonesia spend
almost the same amount of time online as their elders
31.0
Average Hours Spent Online
16.8
14.8
24.4
17.1
25.4
15.0 14.6
20.1
15.8
22.4
19.7
Age 15-34
Age 35+

Composition and Usage by Gender is Even, with some Exceptions
Average usage by males edged out females’ usage in Indonesia, Vietnam, and
Singapore by 1-2 hours. Elsewhere, usage by gender is relatively even
Male/Female 15+ web population is within a few points of an even split by gender
in all countries with the exception of Indonesia
Average Hours Spent Online
23.6
25.9
22.822.6
25.9
21.8
16.0 15.3
16.516.2
13.8
17.0
Males 15+
Females 15+
47% 36% 46% 48% 51% 51%
Female Share
of Internet
Population

Topics
- Social Networking & Photos
- Travel & Low Cost Airlines
- Growth of Online Retail
- Online Banking on the Rise
- Video and Multimedia
- News and Blog Sites
- Search Snapshot

Strong Social Network Penetration in the Region
Growth in Reach: Social Networks
Vietnam shows the highest year over year growth in reach, but penetration there
is still much lower than in other countries in the region
Philippines, Malaysia, and Indonesia have highest reach, driven almost
exclusively by Facebook
68%
81%
89%
49%
90%
68%
81%
70%
91% 90%
66%
95%
76% 82%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
+4%
+13% +1%
+35%
+6%
+11% +1%

Philippines is the Top Facebook Market In the World
The Philippines, Malaysia
and Indonesia are among
the top 15 countries with the
highest Facebook
penetration
Facebook.com Top 15 Markets by % Reach
93.7
90.7
90.2
89.5
88.4
88.3
Philippines
Turkey
Israel
Chile
Malaysia
Argentina
penetration
Though Photo and IM usage
is also above average in the
Philippines, FB is the most
common touchpoint for web
users there: FB is the #1 site
there, and average usage is
7 hours per user
Source: comScore Media Metrix, January 2011
88.3
87.8
87.4
86.9
86.7
83.4
82.6
81.4
81.4
81.2
Argentina
Venezuela
Indonesia
Canada
Colombia
Peru
Mexico
United Kingdom
Puerto Rico
Finland

Indonesia and Singapore are Among Top Twitter Markets
21 percent of Indonesian web users visited Twitter.com in January, making it the
#4 site in terms of Twitter reach
26.0
23.4
22.0
21.0
Netherlands
Brazil
Japan
Indonesia
Twitter Top 15 Markets by % Reach
21.0
19.4
15.1
14.0
13.8
13.6
13.6
13.1
13.0
12.5
12.5
10.7
Indonesia
Venezuela
Canada
United Kingdom
Philippines
Singapore
Turkey
Chile
United States
Argentina
Mexico
Colombia

Social Networking spurs Photos Category Growth
in Vietnam, Malaysia, Philippines
Sharing photos is becoming a key component of the Social Networking
experience. The high growth in this category in almost every country is being
driven by Facebook Photos
Ubiquity of digital cameras and cell phone cameras, coupled with large youth
populations, also contribute to growth in this category
Growth in Reach: Photo Sites
68%
81% 89%
49%
90%
68%
81%
70%
91% 90%
66%
95%
76% 82%
+24%
+47%
+16%
+73%
+46%
+23% +17%

Large Increases in Visiting to Travel Sites in Southeast Asia
Web users in Southeast Asia are rapidly gaining confidence in using the web to
research and book travel
The large number of low cost airlines servicing the region is a primary contributor
to this growth
47%-1%
+14%
Growth in Reach: Travel Sites
29%
25%
15%
8%
17%
32%
41%
30% 28%
22% 20%
27%
32%
47%
+4%
+14%
+42% +159%
+62%
-1%

LCAs Among Most Visited & Post Highest Growth in Each Country
1,088
444
AirAsia
Malaysia Airlines
122
101
Qantas Airlines
Tiger Airways
151
75
Cathay
Pacific Group
Tiger Airways
Malaysia Vietnam Hong Kong
-10%
Unique Visitors (000) & YOY Growth
Top 3 Airline Sites per Country
+40%
+1,381%
+8%
+1,904%
223Firefly Airlines
375
311
193
Lion Air
AirAsia
Garuda
Indonesia
92Vietnam Airlines 36AirAsia
276
150
145
Tiger
Airways
Qantas
Airlines
Singapore
Airlines
Indonesia Philippines Singapore
+49%
+123%
+106%
+58%
+41%
+40%
-10%
---
Source: comScore Media Metrix, January 2010 and January 2011
409
203
114
Cebu Pacific
Philippine Airlines
Air Phil Express

+3%
+36%
+6%
Online Retail is Growing Rapidly in Southeast Asia
Hong Kong and Singapore show relatively flat growth for Retail, still below the
global average
Emerging markets are showing signs of catching up, led by Vietnam with 69%
reach and fastest year over year growth
Growth in Reach: Retail Sites
62%
41% 41%
51%
43%
58% 59%
64%
44%
50%
69%
48%
62% 58%
+3%
+9%
+20%
+36%
+11%
+6% -1%

Vietnam’s Top Retail Sites are Almost Exclusively Local
Indonesia Also Has Local Representation Among Top Sites
Malaysia
Amazon Sites 1,110
Apple.com Worldwide Sites 777
Alibaba.com Corporation 663
AVG.COM 251
Hewlett Packard 207
Vietnam
VATGIA.COM 2,743
THEGIOIDIDONG.COM 740
5GIAY.VN 682
MUACHUNG.VN 524
DENTHAN.COM 469
Hong Kong
PRICE.COM.HK 446
Amazon Sites 445
DCFEVER.COM 315
Unique Visitors (000)
Top 5 Retail Sites per Country
Hewlett Packard 207
Indonesia
Amazon Sites 761
INDONETWORK.CO.ID 659
BHINNEKA.COM 322
SMADAV.NET 320
DENTHAN.COM 469 DCFEVER.COM 315
Philippines
Amazon Sites 991
Yahoo! Shopping 146
AVG.COM 127
Singapore
Amazon Sites 423
GMARKET.COM.SG 150
SINGTELSHOP.COM 89

Online Banking on the Rise in Southeast Asia
Visitation to Online Banking sites grew by
double digits in all six countries
Malaysia is the largest online banking
market, with 2.7 million users in January
Indonesia nearly doubled its online banking
audience over the past year
Growth in Unique Visitors (000): Online Banking
Source: comScore Media Metrix, January 2010 vs January 2011
2,360
435
701
377
1,304
779
2,746
749
949
525
1,543
889
Jan-10 Jan-11
+16%
+72% +35% +39%
+18%
+14%

Local Banks Secure Top Ranking in Most Markets
Besides Hong Kong, where HSBC led as the most-visited online bank, all other
markets saw local brands secure the top spot
Global banking brand Citigroup also secured positions within the top rankings of
several countries
Country
#1 Online Banking
Destination
#2 Online Banking
Destination
#3 Online Banking
Destination
Malaysia Maybank Group Cimbclicks.com.my Pbebank.com
Malaysia Maybank Group Cimbclicks.com.my Pbebank.com
Indonesia Bankmandiri.co.id BNI.CO.ID Citigroup
Vietnam Vietcombank.com.vn Acb.com.vn Dongabank.com.vn
Philippines Bpiexpressonline.com Citigroup HSBC
Hong Kong HSBC Bochk.com
Standard Chartered
PLC
Singapore Dbs.com.sg
United Overseas Bank
Group
Citigroup

+11% +17% 7%
A Clear Appetite for Multimedia in Southeast Asia
With the exception of Indonesia, visiting to Multimedia sites from these countries
outpace the global average
Even in countries where high-bandwidth connections are less common, e.g. the
Philippines and Vietnam, there is clearly high demand for multimedia content
Growth in Reach: Multimedia Sites
63% 65%
56%
49%
66% 61%
72%67% 72%
55%
67%
73% 72%
77%
+6% +11%
-1%
+36% +11% +17% 7%

Average Video Viewer in High-Bandwidth Hong Kong and Singapore
Watched Twice as Much Video as Viewers in Malaysia
Among the three markets in Southeast Asia where comScore measures actual
video consumption, Malaysia has the largest number of online video viewers but
the lightest average usage
The average Hong Kong web user who watched online video in January viewed
almost 12 hours of video content over the course of the month
Total Unique Video
Viewers (000) Videos per Viewer Hours per Viewer
8,188.6
3,748.6
2,343.6
Malaysia
Hong Kong
Singapore
Viewers (000)
62
127
114
Malaysia
Hong Kong
Singapore
Videos per Viewer
5.0
11.9
10.7
Malaysia
Hong Kong
Singapore
Hours per Viewer
Source: comScore Video Metrix, January 2011

Large Nonresident Population Drives Visiting to Philippine News
Filipino News sites source the majority of their traffic from outside the country
In Vietnam, local sites are preferred, but traffic from outside the country is minimal
78%VnExpress
Global UV
(000)
5,254 37%INQUIRER.NET
Global UV
(000)
765
Vietnam Philippines
Visitation to Local News/Info Sites
In-country vs Out-of-country Traffic
86%
76%
85%
83%
24H.COM.VN
Dan Tri
VietNamNet
Bridge
VIETBAO.VN
Within Vietnam Outside Vietnam
3,722
3,721
2,903
2,615
41%
46%
33%
36%
GMANEWS.TV
PHILSTAR.COM
ABS-
CBNNEWS.COM
MB.COM.PH
Within Philippines Outside Philippines
574
468
650
412

Blog Use is Also Robust in this Region
All six countries outpaced the global reach of Blogs
The growth of the category, however, is flat in Hong Kong and Singapore
Blogs are a key political channel in some countries; higher growth in the
Philippines may be a result of increased political activity in a presidential election
year
Growth in Reach: Blog Sites
50% 54%
63%
56%
43%
56% 60%
50%
58%
68%
57%
51% 55% 55%
--
+8%
+8%
+1%
+18% -2% -9%

Search Snapshot for Southeast Asia
Searchers in the Philippines had the highest average number of searches per
searcher; Users in Hong Kong and Singapore were also heavy searchers
Google accounts for 67% of all searches globally; in this region, with the clear
exception of Hong Kong, users were more likely to use Google for their searches
960Malaysia 98.7Malaysia 76%Malaysia
Total Searches (MM) Avg Searches per Searcher Google Share of Searches
960
746
563
788
501
304
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
98.7
91.4
86.4
150.4
125.1
115.4
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
76%
85%
93%
69%
37%
77%
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
Source: comScore qSearch, January 2011

Country Overviews

Social Networking, Photos, Blogs Index High in Malaysia
Key Categories
Reach in Malaysia vs WW Average
91%
88%
81%
72%
70%
85%
53%
67%
Social Networking
Search/Navigation
Photos
Multimedia
50%
48%
44%
39%
53%
60%
64%
46%
Technology
News/Information
Retail
Business/Finance
93
79
70
86
Index: 129
103
154
108
Source: comScore Media Metrix (Panel Only), December 2010
58%
58%
57%
53%
53%
52%
67%
50%
68%
63%
57%
58%
51%
Blogs
e-mail
Downloads
Community
Games
36%
28%
20%
19%
15%
14%
46%
35%
30%
32%
33%
29%
31%
Instant Messengers
Travel
Sports
TV
Education
Auctions
Malaysia
Worldwide
104
95
63
59
54
44
117
85
91
93
91
102

Central Malaysia Accounts for Half of the Country’s Web Activity
Web users in Negeri Sembilan, Selangor
and Kuala Lumpur make up 54% of the
country’s Internet population
27%
36%
25%
34%
Banking
Instant Messengers
Web users in the Central region
are more likely to visit Banking
Reach of Key Categories
59%
90%
27%
49%
43%
33%
57%
91%
27%
50%
45%
39%
e-mail
Social Networking
Travel
News/Information
Retail
Online Gaming
Central Region Rest of Malaysia
are more likely to visit Banking
sites and to use IM and webmail
Online Gaming sites are more
likely to be visited by users
outside Central Malaysia
Highest-indexing categories are
in fact location-specific
categories such as Job Search,
Maps, and Real Estate
Source: comScore Media Metrix (Panel Only), January 2011

Online Video in Malaysia
Unique Viewers
Percent of 15+ Internet Audience
Percent of Total Population
8.2MM
45%
505
78%
34© comScore, Inc. Proprietary and Confidential. Malaysian Audience 15+ accessing Internet from Home or Work
41MM
Total Videos
Total Hours of Video
Videos per Viewer
Hours per Viewer
505MM
62
5.0

SNs, Photos, Blogs, News Most Popular in Indonesia
Key Categories
Reach in Indonesia vs WW Average
Index: 129
103
154
90%
85%
76%
68%
70%
85%
53%
50%
Social Networking
Search/Navigation
Photos
Blogs
50%
48%
43%
27%
64%
53%
51%
35%
Retail
Technology
Games
Instant Messengers
78
91
84
78
Index: 128
100
143
136
154
108
117
85
91
93
91
102
66%
56%
55%
55%
53%
50%
50%
60%
63%
67%
68%
58%
57%
News/Information
e-mail
Multimedia
Community
Downloads
25%
24%
23%
22%
18%
16%
35%
46%
29%
32%
30%
21%
33%
Business/Finance
Education
Sports
Travel
Health
TV
Indonesia
Worldwide
56
85
73
73
83
49
109
89
83
81
91
88

Instant Messengers, News are Key Categories in Vietnam
Key Categories
Reach in Vietnam vs WW Average
Index: 129
103
154
Index: 128
100
143
136
91%
90%
72%
72%
85%
60%
58%
35%
Search/Navigation
News/Information
Community
Instant Messengers
57%
57%
56%
45%
57%
50%
51%
53%
Downloads
Blogs
Games
Photos
100
113
109
86
Index: 107
149
124
206
154
108
117
85
91
93
91
102
109
89
83
81
91
88
69%
67%
67%
66%
66%
60%
35%
64%
68%
67%
63%
70%
53%
Retail
Multimedia
e-mail
Social Networking
Technology
37%
37%
35%
35%
28%
23%
53%
46%
29%
32%
31%
24%
33%
Business/Finance
Education
Sports
Auctions
Automotive
TV
Vietnam
Worldwide
82
128
112
113
119
70
108
97
100
105
94
112

Photos, Social Networking and IM Index High in the Philippines
Key Categories
Reach in the Philippines vs WW Average
Index: 129
103
154
Index: 128
100
143
136
95%
88%
87%
73%
70%
53%
85%
67%
Social Networking
Photos
Search/Navigation
Multimedia
51%
48%
47%
43%
53%
64%
60%
35%
Technology
Retail
News/Information
Instant Messengers
95
75
79
123
Index: 135
167
102
109
108
117
85
91
93
91
109
89
83
81
91
88
63%
61%
60%
60%
52%
51%
67%
63%
68%
51%
57%
58%
50%
Multimedia
e-mail
Games
Downloads
Community
Blogs
27%
24%
23%
22%
19%
15%
35%
30%
46%
32%
29%
33%
21%
Instant Messengers
Travel
Business/Finance
Sports
Education
TV
Health
Philippines
Worldwide
123
92
53
74
76
58
72
100
90
118
105
89
102

Business/Finance and News are Key in Hong Kong
Key Categories
Reach in Hong Kong vs WW Average
85%
76%
72%
71%
85%
70%
67%
60%
Search/Navigation
Social Networking
Multimedia
News/Information
55%
53%
51%
48%
50%
53%
51%
57%
Blogs
Technology
Games
Downloads
109
100
99
84
Index: 100
107
107
119
67%
66%
62%
61%
56%
55%
60%
63%
53%
64%
68%
46%
58%
e-mail
Photos
Retail
Business/Finance
Community
45%
40%
38%
32%
24%
19%
57%
35%
31%
33%
30%
29%
32%
Instant Messengers
Auctions
TV
Travel
Education
Sports
Hong Kong
Worldwide
130
129
115
107
83
60
106
125
97
90
122
95

Online Video in Hong Kong
Unique Viewers
3.7MM
60%
476
86%
39© comScore, Inc. Proprietary and Confidential. Hong Kong Audience 15+ accessing Internet from Home or Work
45MM
Total Videos
Videos per Viewer
Hours per Viewer
476MM
127
11.9

Travel, IMs, Photos are Highest Indexing in Singapore
Key Categories
Reach in Singapore vs WW Average
87%
82%
77%
68%
85%
70%
67%
53%
Search/Navigation
Social Networking
Multimedia
Photos
54%
52%
50%
48%
53%
51%
57%
35%
Technology
Games
Downloads
Instant Messengers
102
102
88
137
Index: 102
116
116
128
65%
65%
59%
58%
58%
55%
53%
63%
58%
68%
64%
60%
50%
e-mail
Community
Retail
News/Information
Blogs
47%
44%
27%
27%
24%
19%
35%
30%
46%
33%
32%
29%
31%
Travel
Business/Finance
TV
Sports
Education
Auctions
Singapore
Worldwide
157
96
84
85
83
60
103
112
87
91
96
110

Online Video in Singapore
Unique Viewers
2.3MM
58%
266
78%
41© comScore, Inc. Proprietary and Confidential. Singaporean Audience 15+ accessing Internet from Home or Work
25MM
Total Videos
Videos per Viewer
Hours per Viewer
266MM
114
10.7

Thank You!

ComScore state of the internet southeast asia march 2011

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