This data passport from comScore provides insights into digital media consumption and online behavior. It contains sections on topics such as: - Mobile and non-computer device usage varies by market, with the US, Singapore, and UK leading in non-computer traffic. iOS devices like the iPhone drive a majority of this traffic. - On Facebook, users spend most of their time on their newsfeed and viewing other profiles/pages. Brands can increase their reach through a user's friends who may see branded content even if they are not direct fans. - The number of "friends of fans" who can see branded content through their friends' networks often exceeds the number of direct fans for many brands like Starbucks,

2. About This Data Passport
From emerging markets to converging media, comScore digital
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01 DIGITAL CONTENT CONSUMPTION WORLDWIDE
02 THE POWER OF LIKE
03 THE RISE OF GOOGLE+
04 LOCATION-BASED CHECK-IN
05 SMARTPHONE APPS
06 UK MOBILE APPLICATIONS USAGE
07 MOBILE RETAIL
08 QR CODES
09 ONLINE RETAIL
10 COMMUNICATION MODES
11 ONLINE ADVERTISING MEASUREMENT
12 SOCIALLY-ENABLED ADVERTISING
13 THE REACH OF BLOGS
14 HOMETOWN NEWS
15 ONLINE VIDEO
16 VIDEO CONTENT
17 STREAMING MUSIC
18 TRAVEL IN ASIA
19 ONLINE BANKING
20 BANKING CUSTOMERS
ABOUT COMSCORE

3. 01. DIGITAL CONTENT CONSUMPTION
WORLDWIDE
Markets Show Varying Levels of Device Usage, Driven Apple Leads the Way for Non-Computer Device Traffic
Primarily by Mobile Phones
iOS Share of Non-Computer Device Internet Traffic for Select Markets
June 2011
Share of Internet Page Views by Non-Computer Devices for Select Markets
June 2011
United States 6.7% 1.0%
3.1% 0.3%
Singapore 6.2% 2.3%
0.8%
United Kingdom 5.7% 1.8% 1.7%
0.3%
Japan 4.8% 0.5% 0.5%
0.2% 1.2%
Australia 4.7% 0.6%
1.5% 1.3%
Canada 3.8% 3.1%
2.3% 2.3%
India 3.3% 1.6% 1.7%
Spain 2.5%
United States Singapore United Japan Australia
Chile 2.3% Kingdom
Germany 1.8%
France 1.5% iPhone iPad iPod Touch Other Non-Computer Device Traffic
Argentina 1.2%
Brazil 0.7% Non-Computer Device Traffic iOS devices, which include iPhones, iPads and iPod Touches
accounted for the majority share of non-computer device traffic in
The United States, Singapore and United Kingdom – all mature most markets.
technological markets – lead in the share of total Internet page Singapore, Australia and the United States have the highest share of
views coming from non-computer web-enabled devices such as total device traffic coming from iOS devices. 3.1% of total traffic in
mobile phones, tablets and handheld gaming consoles. Singapore comes exclusively from iPhones, followed by traffic coming
Mobile phones were second only to computers in driving digital from iPads (1.8% of total traffic).
traffic. In the U.S., mobile phones contributed 4.5% of total traffic or A look at the tablet market for each of the countries in this study
approximately two-thirds of non-computer traffic. reveals the iPad largely driving the share of total traffic from tablets. In
Among the markets analyzed, India stands out for having mobile 11 of the 13 markets, the iPad drove at least 95% of the traffic coming
phones account for the most significant share of non-computer device from tablets.
traffic. Whereas smartphones drove the majority of mobile traffic in Android devices accounted for 2.4% of total traffic in the U.S., 1.5%
the other markets analyzed, feature phones contributed 71.2% of of traffic in Japan, and 0.9% of traffic in the UK, making up a notable
non-computer device traffic in India. percentage of the rest of non-computer device traffic in these markets.
Source: comScore Device Essentials Source: comScore Device Essentials

4. 02. THE POWER OF LIKE
Facebook.com Users in the U.S. Spend Most Time on Friends of Fans Significantly Increase the Reach of
Their Newsfeed Brands on Facebook in the U.S.
Share of Time Spent on Facebook.com by Content Section Starbucks, Southwest Airlines & Bing: Number of Fans & Friends (000)
May 2011 Exposed to Brand Impressions
May 2011
Friends of Fans
10,630
Fans
All Other Homepage/
25% Newsfeed
27%
Apps & Tools
10%
Profiles
Photos 21%
17%
6,314
2,208
1,123
917 1,221
Starbucks Southwest Bing
Within Facebook.com, users in the U.S. spend the most amount
of time (27%) on their individual homepages or Newsfeeds. 21% On average, for every Fan acquired by a brand, there is the
of time is spent looking at other profiles or Fan pages and 17% opportunity to reach 50 Friends of Fans, with significant variation
of time is spent viewing photos. Usage of apps and tools only among brands.
accounted for 10% of the total time on Facebook.
Friends of Fans are users who are not brand Fans but who can be
As a result, exposure to social media brand impressions – which exposed to social media brand impressions through friends who are
include both paid and earned media – occurs throughout Facebook. Fans of a particular brand.
com and not just on brands’ Fan pages. In order for brands to
understand the value of their social media investment, they must first In the 3 brands analyzed in this study (Starbucks, Southwest Airlines,
be able to quantify exposure to branded impressions throughout the and Bing), the number of Friends of Fans reached through social
site. Doing so enables the brand to evaluate its social media efforts in media brand impressions exceeded the number of Fans reached.
familiar media planning metrics, such as reach, frequency and GRPs, In the cases of Starbucks and Bing, the total U.S. Internet reach of
and consider this media channel as part of the broader marketing mix. social media brand impressions among Friends of Fans was nearly
double the reach of Fans alone.
Source: comScore Social Essentials Source: comScore Social Essentials
Download The Power of Like, a comScore whitepaper, at comscore.com/like Download The Power of Like, a comScore whitepaper, at comscore.com/like

5. 03. THE RISE OF GOOGLE+ 04. LOCATION-BASED CHECK-IN
Google+ Attracted 25 Million Unique Visitors Nearly 1 in 10 UK Mobile Users Report Having Checked
Worldwide Less Than a Month after Launch In with Location-Based Services
Google+ Top Countries by Cumulative Unique Visitors (000) Excluding Mobile Percent of Mobile and Smartphone Users Ages 13+ Using Any Social Networking Check-in
June 29, 2011 – July 24, 2011 Service, Select Markets
June 2011
United States 6,444 Mobile Users
Checking In
India 3,617 (MM) All Mobile Users Smartphone Users
Canada 1,081 UK 9%
4.4 UK 18%
United Kingdom 1,012
18.6 U.S. 8% U.S. 18%
Germany 921
Brazil 783 1.4 Canada 7% Canada 16%
France 668
2.9 Germany 5% Germany 13%
Taiwan 604
Turkey 471 1.7 Spain 5% Spain 8%
Spain 469
1.9 France 4% France 9%
1.4 Italy 3% Italy 6%
In less than a month after it launched, Google+ drew 25 million
unique visitors – the fastest any social networking site has
ever grown. The greatest number of Google+ visitors in the Although the U.S. is currently the largest market using mobile
first month came from the U.S., with 6.4 million unique visitors, location-based check-in services, a slightly greater share of the
followed by India with 3.6 million unique visitors. UK mobile market used these services in June 2011.
A look at how regional audiences currently engage with all Google 4.4 million mobile users in the UK – comprising 9% of all mobile
Sites gives a clue as to how robust the opportunity is for Google+ users – used check-in services such as Facebook Places, Foursquare
to take root in each of these markets. In June 2011, Google Sites and Gowalla. In the U.S., 18.6 million mobile users used these
accounted for 10% of all time spent online by worldwide audiences. check-in services, accounting for 8% of the total U.S. mobile
In Brazil, audiences already spent more than 25% of their time on audience. Smartphone users, unsurprisingly, were more likely to use a
Google Sites, fueled by their use of Orkut. In India, audiences spent a check-in service across all regions. In both the UK and U.S., 18% of
similar percentage – more than 20% of their time – as well. Audiences smartphone users reported having used a check-in service.
in the rest of the top 15 markets, with the exception of Turkey, spent The remaining EU5 countries lagged slightly behind the UK and North
more than 10% of their time on Google Sites. America in the use of check-in services. Japan, which is also measured
within the comScore MobiLens service, posted insignificant use of
social networking check-in services.
Source: comScore Media Metrix Source: comScore MobiLens

6. 05. SMARTPHONE APPS 06. UK MOBILE APPLICATIONS USAGE
Top 5 Categories are Common to Both U.S. and Japan, 9.4 Million UK Mobile Internet Users Accessed a
but Penetration Rates and Next Tier Categories Vary Connected Application in June 2011
10 Most Popular Smartphone Application Categories, U.S. and Japan Top Connected Mobile Applications
Smartphone Users Ages 13+ GSMA Mobile Media Metrics (MMM) Application Key Measures
3 Month Average Ending June 2011 (U.S.) and June 2011 (Japan) UK Mobile Internet Users (000)
June 2011
Top 10 Smartphone App Top 10 Smartphone App
Categories - U.S. Categories - Japan Google Maps 6,864
Yahoo! Weather 3,929
Weather 41.2% Weather 41.7%
YouTube 2,701
Social Networking 38.7% Maps 35.7% Facebook 2,354
Maps
Google Mobile 2,115
33.6% Search 27.3%
eBay 1,312
News 19.8% News 25.7% Yahoo! Stocks 1,009
Search 19.3% Social Networking 21.1% BBC News 818
Sky News 720
Sports Information 15.5% Traffic Reports 20.2%
Skype 659
Bank Accounts 14.9% Entertainment News 18.3%
Photo or Video Sharing
Service
14.8%
Stock Quotes or
Financial News
17.5% In June 2011, 9.4 million UK mobile internet users accessed a
Digital Books/Magazines 13.0% Sports Information 15.9% recognized* connected mobile application. Data from the GSMA
Restaurant Information 12.7%
Photo or Video Sharing
14.4%
Mobile Media Metrics (MMM) reports show the first public
Service
census-level data from the GSMA.
Smartphone users in the U.S. and Japan rely on their mobile The application accessed by the most unique visitors was Google
phones to access news and information needed for their daily Maps, reaching 6.4 million users or 73% of all UK app users. Yahoo!
activities. Weather is the top application category among Weather ranked second with 3.9 million unique users. YouTube,
smartphone users in both countries, used by approximately 41% another Google-published app, followed with 2.7 million users.
of mobile users in each market. Rounding out the top five applications were Facebook (2.4 million
Maps, Search, and News are also highly popular application users) and Google Mobile (2.1 million users).
categories in both markets, though a larger percentage of the eBay, the only retail app among the top 10 applications, drew 1.3
Japanese smartphone audience accesses each of these categories million users. Other notable top applications accessed in June 2011
Mobile Social Networking, on the other hand, is clearly of more were news apps BBC News and Sky News, entertainment apps Sky+
importance to the U.S. market, with 39% of that audience using and IMDb Movies & TV, real estate app Rightmove App, and Groupon.
a Social Networking app, compared to only 21% of Japanese
* Mobile Applications are identified via their User Agents as observed in GSMA MMM operator
smartphone users. logs and follow definitions established at the start of the month.
Source: comScore MobiLens Source: GSMA Mobile Media Metrics

7. 07. MOBILE RETAIL 08. QR CODES
Mobile Retail Behaviors Grow Across U.S. and EU5 12.2 Million U.S. Smartphone Users and 8.7 Million EU5
Penetration of Mobile Retail Activity Among Mobile Subscribers
Smartphone Users Report Having Used QR Codes
U.S. and EU5 Mobile Users Ages 13+, 3 Month Average Ending June 2011
% of Smartphone Users’ Location When Scanning QR or Bar Codes*
U.S. and EU5 Smartphone Users Ages 13+, June 2011
10.0%
United Kingdom 11.2%
5.9% U.S. EU5
8.0%
United States 7.1% At home 60% 61%
6.2%
6.8%
Germany 7.1% Retail store 40% 17%
5.5%
5.8%
Grocery store 23% 16%
Italy 5.9%
6.8%
3.7% At work 18% 23%
France 3.8%
3.5% Accessed Online Retail
Outside or on
3.5% 12% 21%
Accessed Auction Sites public transit
Spain 4.3%
4.6% Accessed Shopping Guides
Restaurant 7% 5%
In the three month average period ending June 2011, 6.1% of
In June 2011, 12.2 million smartphone users in the U.S. used QR
all mobile users in the EU5 (France, Germany, Italy, Spain, and
codes, which are two-dimensional bar codes encoded with either
UK) reported using their mobile phones to access online retail
a link or content that is read by a QR scanner. In the EU5 (France,
content. This represented a 47% increase in the number of users
Germany, Italy, Spain, and UK), 8.7 million smartphone users
accessing online retail sites from the previous year.
reported scanning QR codes as well.
In the UK, the number of mobile retail visitors doubled to 10.0% from
The majority of these smartphone users reported having scanned QR
the previous year – showing the highest rate of penetration among the
codes while at home. A significant percentage in the U.S. also reported
markets studied. In the U.S., a similarly high percentage – 8.0% – of
having scanned QR codes while at retail stores (40%) and grocery
mobile users also reported accessing mobile retail. Germany followed
stores (23%), supporting reasons given by subscribers for using QR
with 6.8% of its total mobile base accessing mobile retail, exhibiting a
codes to gain additional product information and access special offers.
51% growth in mobile retail penetration. Across the EU5, the UK also
had the highest penetration for mobile auction sites. However, Italy had In the EU5, 23% of smartphone users reported using QR codes at
the highest penetration for access to shopping guides. work and 21% reported using them outside or on public transit.
*Percentages will not sum to 100% as respondents may select more than one location for
scanning QR codes.
Source: comScore MobiLens Source: comScore MobiLens

8. 09. ONLINE RETAIL
U.S. E-Commerce Growth Well Ahead of the Rate of Most Categories Show Strong Growth in Q2 2011
Consumers’ Overall Spending Versus Q2 2010
U.S. E-Commerce Spending and Year-Over-Year Growth Rates Q2 2011 E-Commerce Sales Growth vs. YA by Retail Category
2002 to Q2 2011 (YTD) Source: comScore E-Commerce Measurement
U.S. E-Commerce Dollar Sales Growth ($ Billions) Q2 2011
Relative Chg
Source: comScore E-Commerce Measurement Growth
Product Category Growth Rate Q2
+12% 2011 vs. Q1 2011 vs. YA
+7% +9%
-2%
+17% $228 Event Tickets Very Strong
$214 $209 Q2 growth rates of 15% or
+19% $200 Computers/Peripherals/PDAs Very Strong higher
+22% +6%
$171 +9% -5% $85 Consumer Electronics (x PC Peripherals) Very Strong
+26% +12% $84 $80 Books & Magazines Strong
+29% $143 $77
$117 +20%
$69
+13%
$125 Flowers, Greetings & Misc. Gifts Strong
$61 Jewelry & Watches Strong
$93 +28% $50
+11%
Q2 growth rates of 10 to14%
$72 $51 +6% +10% Apparel & Accessories Strong
+33% +20% 0%
$40 $142
+24%
$123 $130 $130 Consumer Packaged Goods Strong
Travel $30 +24% $102
+13%
+26%
+26% $67 $82 $75 Video Games, Consoles & Accessories Strong
Retail $42 $53
Furniture, Appliances & Equipment Moderate
Home & Garden Moderate
2002 2003 2004 2005 2006 2007 2008 2009 2010 Q1-Q2 Q2 growth rates of 5% to 9%
Office Supplies Moderate
2011
Sport & Fitness Moderate
U.S. online retail spending reached $37.5 billion for the quarter,
up 14% over the same time period last year. This growth rate The top-performing online product categories were: Consumer
represented the seventh consecutive quarter of positive year- Electronics (excluding PC peripherals), Computer Hardware,
over-year growth and third consecutive quarter of double-digit Computer Software, and Event Tickets. Each category grew at
growth rates. least 15% versus a year ago.
The second quarter of 2011 saw a continuation of this year’s solid The top 25 online retailers accounted for 66% of dollars spent online,
double-digit growth trends in online spending, well ahead of the rate down from 68% a year ago and down from a peak of 70% in Q3 2010,
of growth in consumers’ overall spending (+4% in Q1 2011*). As a as small and mid-sized retailers continue to regain lost market share.
result, it’s clear that consumers are continuing to shift to the online
channel, with almost $1 in every $10 of discretionary spending now The 14% growth in the quarter was primarily a function of an increase
occurring online. in the number of buyers (up 16%), with 70% of all Internet users
making at least one online purchase in the quarter.
*U.S. Department of Commerce Quarterly Retail & Food Services Sales Growth, excluding
autos, gas, and food/beverage.
Source: comScore E-Commerce Measurement Source: comScore E-Commerce Measurement

9. 10. COMMUNICATION MODES
Web-Based Email Engagement Worldwide Sees a 75% of 18-24 Year Olds Text Almost Every Day
Decline from June 2010
Frequent Mobile Email, Instant Messaging, and Text Usage by Age Group
U.S. Mobile Users, 3 Month Average Ending June 2011
Change in Average Time Spent per Visitor on Web-Based Email
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
June 2011 70%
Age 13-17 13%
19%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ 75%
Age 18-24 14%
30%
63%
-4% Age 25-34 17%
-6% 36%
54%
-10% Age 35-44 11%
-11%
29%
40%
Age 45-54 6%
19%
Change in Average 23%
-22% Minutes per Visitor Age 55-64 3% Text Almost Every Day
10%
10% IM Almost Every Day
Web-based email properties accessed from home and work Age 65+ 1%
5% Email Almost Every Day
computers saw declines in engagement for various age groups
globally from the previous year. The most significant change in In the three month average period ending June 2011, 46% of the total
average time spent on email was seen among 15-24 year olds, U.S. mobile audience reported sending a text message to another
who now spend 22% less time than they did in June 2010. phone almost every day. 75% of 18-24 year olds also texted almost
every day – the highest percentage of any group.
25-34 year olds followed suit, spending 11% less time on email
than they did the previous year. 35-44 year olds showed 10% less The percentage of users texting frequently was smaller among older
engagement with email as well. 55 year olds and older showed the age groups, with only 10% of 65 year olds and older reporting having
least decline in engagement with web-based email (-4%). sent a text message almost every day. Instant messaging via major
This general downward trend indicates that younger users are services, which includes the built-in BlackBerry Messenger, followed
communicating less via email, but it’s important to note that this does a similar trend, with younger groups reporting a higher percentage of
not suggest less overall communication activity. Mobile email use, frequent use.
mobile and computer instant messaging, and social networks are Frequent email use, on the other hand, followed a more normal
supplementing web-based email as other communication channels for distribution, with the highest percentage of users in an age group
younger age groups. appearing for 25-34 year olds (36%).
Source: comScore Media Metrix Source: comScore MobiLens

10. 11. ONLINE ADVERTISING MEASUREMENT 12. SOCIALLY-ENABLED ADVERTISING
Ad Exposure Varies Depending on Site Content Socially-Enabled Ads Grow in Popularity Across Regions
Index of InView Time for an Ad by Select Site Categories* Top Brands Using Socially-Enabled Advertising* in the U.S., UK and France
comScore AdXpose *Driving Traffic to Facebook
Global, May 2011 June 2011
Total Display Ad Impressions Socially-Enabled Ad Impressions*
Education
200 Sites Kraft 31%
180 News and Social Nissan 34% US
Information Networking
160 Sites Mars 29%
Sites
140 Shop Direct 81%
120 AOL 8% UK
100 Mars 26%
80 General Mills 84%
Kellogg 59% France
60
Lafayette 14%
40 Retail Auction
Sites Sites 0% 20% 40% 60% 80% 100%
20
Instant
0 Messenger
Sites
Socially-enabled display advertising, which incorporate social
signals (such as the “Like” button) and links to branded social
A May 2011 analysis of nearly 7 billion ad impressions delivered media properties, has seen increasing rates of adoption by
globally found that the amount of time a consumer was exposed major brands.
to a delivered ad varied greatly based on the site’s content.
Among socially-enabled ads driving traffic to Facebook in June 2011,
The analysis found that the InView time (defined as the amount of Kraft Foods, Nissan Motor Company and Mars delivered the most
time that 75% or more of the ad is visible within the user’s browser socially-enabled ad impressions in the U.S. Of the total ad impressions
viewport) tended to be much higher than average on sites where delivered by Kraft, 31% came from socially-enabled ads. In the UK,
consumers usually spend more time reading content, such as Shop Direct Home Shopping Ltd., AOL and Mars drove socially-
Education sites, News and Information sites and Social Networking enabled ad traffic, with socially-enabled ads comprising 81% of ad
sites. Conversely, sites where consumers were less engaged with impressions for Shop Direct.
content and usually more focused on a particular action, such as
In France, General Mills, Kellogg Company and Lafayette Services
instant messaging or shopping, indexed below average.
LaSer S.A. ranked as the top advertisers delivering the most socially-
enabled ad impressions. 84% of all ad impressions for General Mills
*This includes a select list of site categories included in the study, and is not meant to be and more than half (59%) of all ad impressions for Kellogg came via
exhaustive of all categories or sites analyzed. socially-enabled ads.
Source: comScore AdXpose Source: comScore Ad Metrix Social

11. 13. THE REACH OF BLOGS 14. HOMETOWN NEWS
Taiwan, Brazil and South Korea Show Highest Local Newspaper Sites Draw Significant Audiences
Penetration for Blogs Worldwide Beyond their Borders
Top Global Markets by Percent Reach of Blogs In- vs. Out-of-Country Audience for Top 2 Newspaper Properties in Select Markets
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 2011 June 2011
WW
Unique
86% 85% 85% Visitors
(000)
82%
81% The Times of India 62% 38% 10,869
77% India
76% HT Media Ltd 73% 27% 4,961
73% 73% 72% El Universal De Mexico 72% 28% 4,207
Mexico
AEE Periodicos Network 73% 27% 2,487
Haaretz 38% 62% 793
Israel
NISWAN.NET 19% 81% 941
PHILSTAR.COM 33% 67% 721
Philippines
INQUIRER.NE T 31% 69% 775
In June 2011, sites in the Blog category reached 86% of the In-country Audience Out-of -country Audience
Internet audience in Taiwan – the highest rate of penetration seen
across markets. Brazil and South Korea followed closely with In countries with large non-resident populations, a significant
blogs reaching 85% of each country’s Internet audiences. portion of traffic to local online newspapers is sourced from
outside their home countries.
Interestingly, 8 out of the 10 top global markets penetrated by blog
sites are in Asia and Latin America. South Korea, which is third on this The top two newspaper properties in Israel and the Philippines
list, is also among the top markets when it comes to engagement with draw more visitors from outside the country than from within. In the
blogs. On average, South Koreans spend 49.6 minutes on blogs in a Philippines, visitors from outside the country also spend more time on
month, second only to Japan, where users spend more than an hour the newspaper sites than local visitors: average usage on Philstar.com
on blogs. Another one of the top markets for blog penetration and is 15.0 minutes per visitor from the Philippines, and 20.3 minutes per
engagement is Brazil, where users spend more than half an hour on visitor from the rest of the world.
average on blogs in a month.
Source: comScore Media Metrix Source: comScore Media Metrix

12. 15. ONLINE VIDEO 16. VIDEO CONTENT
Heaviest Consumers of Online Video are in Japan and Google Sites, Driven by YouTube, Reaches 84% of the
Germany; Lightest are in India and Malaysia U.S. Audience for Online Video Content
Average Time and Number of Videos per PC Video Viewer Top Video Content Publishers by Total Unique Viewers (000)
Selected Markets measured by comScore Video Metrix June 2011
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
Minutes per
June 2011 Viewer
Hours per Viewer Videos per Viewer Google Sites 149,281 324.1
Japan 24.4 Japan 171 VEVO 63,003 112.0
Germany 21.4 Germany 205 Yahoo! Sites 52,665 34.8
Turkey 21.1 Turkey 182
Microsoft Sites 50,663 32.8
Canada 19.7 Canada 268
UK 19.0 UK 176 Viacom Digital 49,493 76.8
Spain 18.5 Spain 160 Facebook.com 47,687 20.7
US 18.2 US 229
France 17.7 France 166 AOL, Inc. 43,915 49.3
Hong Kong 16.1 Hong Kong 153 Turner Digital 30,063 46.2
Italy 14.6 Italy 123
Hulu 26,701 184.8
Singapore 13.5 Singapore 123
Russia 11.6 Russia 93 Amazon Sites 20,204 8.3
Mexico 10.6 Mexico 115
Australia 10.0 Australia 104
Chile 9.8 Chile 105 Google Sites, driven primarily by YouTube, drew the most unique
Brazil
New Zealand
9.2
8.9
Brazil
New Zealand
90
93
viewers for content videos in June 2011, with 149.3 million unique
Argentina 8.8 Argentina 94 viewers – more than double the reach of the second-most
Malaysia 6.3 Malaysia 70
India 6.2 India 60
popular video content property.
Japanese online video consumers watched an average of 24.4 VEVO followed Google Sites, drawing 63.0 million unique viewers in
hours of online video in June, followed by Germany with an June. Yahoo! Sites (52.7 million viewers), Microsoft Sites (50.7 million
average of 21.4 hours. Japanese video viewers did not watch the viewers), and Viacom Digital (49.5 million viewers) rounded out the top
most number of videos, however, indicating that they are more five destinations for online video content. Viacom Digital and VEVO
likely to watch longer videos than their counterparts in Canada exhibited the fastest growth among these entities over the previous
and the U.S., for example. year, with Viacom having increased its viewership by 54% and VEVO
following closely with a 44% increase.
Unsurprisingly, time spent watching online video is lowest in Malaysia
and India, which are both regions with lower Internet and broadband Google Sites also enjoyed one of the highest rates of engagement
penetration rates. New Zealand is also notable in its light viewing for video content properties, averaging 324.1 minutes (or 5.4 hours)
behavior – despite high broadband rates and a web-savvy population, per viewer.
Kiwis spend less time online in general.
Source: comScore Video Metrix Source: comScore Video Metrix

13. 17. STREAMING MUSIC 18. TRAVEL IN ASIA
Spotify Leads the List of Personalized Streaming Music Fastest Growing Travel Markets in Southeast Asia
Sites to Watch in Europe
Percent Reach of Travel Category in Select Asian Markets
Selection of Most Popular Personalized Streaming Music Sites in Europe June 2011
Europe Unique Visitors (000) Ages 15+
June 2011
+50% +44% +27% +23% +14% +13% +13%
54%
Spotify 10,490
48% 48%
Deezer 7,716
40% 38%
Tape.tv 4,484
32%
28% 29%
Last.fm 3,779 26% 24% 26% 26%
21%
Grooveshark 3,628 17%
Yandex Music 3,069
Fizy 2,216
AOL Radio 1,850
Taiwan Vietnam Hong Kong Indonesia Malaysia Singapore Philippines
Beezik 1,800
Jun-10 Jun-11
MUZU.tv 1,709
In June 2011, the Travel category saw typically high visitation
In June 2011, Spotify attracted 10.5 million unique visitors in
in markets around the world, due to the onset of the summer
Europe (up 22% from the previous year), drawing the most
season. Interestingly, many of the fastest growing Travel markets
number of visitors among streaming music sites.
came from Southeast Asia.
French streaming site Deezer ranked second, with 7.7 million unique
A further look into the growth experienced by these markets reveals the
visitors, up 8% from the previous year. German music video streaming
popularity of Airline sites, particularly low-cost airlines, to be responsible
site Tape.tv followed with 4.5 million unique visitors.
for driving increased visitation. In Taiwan, which experienced the highest
Among the top streaming music sites, Tape.tv and MUZU.tv showed growth rate, Tiger Airways emerged as the leading driver for growth. Air
the most growth over the past year. Tape.tv grew a notable 195% Asia and Cebu Pacific also facilitated growth in the Travel industry by
in the previous year. Irish music video site MUZU.tv also exhibited providing lower prices across the region.
a significant amount of growth (138%) from the previous year, now
receiving 1.7 million unique visitors.
Source: comScore Media Metrix Source: comScore Media Metrix

14. 19. ONLINE BANKING 20. BANKING CUSTOMERS
Top Online Banking Consumers are in Europe and Facebook Reaches 3 out of 4 U.S. Online Banking
North America Customers
Percent Reach of Select Social Networks Among DDA* Customers and Prospects
Top Ten Countries by Online Banking Penetration
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
March 2011
June 2011
76%
Facebook
Netherlands 64% 85%
Canada 61%
15%
France 60% MySpace
23%
Sweden 53%
New Zealand 53% 14%
Twitter
18%
United Kingdom 52%
Finland 52% 11%
LinkedIn Reach Among DDA Customers
Poland 48% 12%
Reach Among DDA Prospects**
Belgium 46%
United States 46%
Social networking sites reach a significant percentage of online
banking customers and prospects in the U.S. In March 2011,
The Netherlands leads all countries in terms of its share of Facebook reached 76% of online banking customers and 85%
Internet users who access online banking sites at 64%, with of prospects.
Canada a close second at 61%. North American and European
Compared to the average Internet user, online banking customers
markets account for 9 out the top 10 markets, which is
and prospects were more likely to engage with main social networks,
unsurprising given that these are developed economic markets
with prospects overindexing for reach at a higher rate than customers.
where individuals are more likely to have bank accounts and
Prospects also spent more time and viewed more pages on social
regular Internet access.
networks in general than customers.
Countries with the lowest online banking penetration include
As online banking customers and prospects engage more frequently
Indonesia, the Philippines, China, Japan and Vietnam, all with
with social media, these networks will become increasingly critical
penetration rates below 15%.
channels for banking institutions to reach.
*Direct Deposit Accounts
**Includes individuals who visited a banking institution but did not log into an account in the
specified time period
Source: comScore Media Metrix Source: comScore Banking Benchmarker

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16. COMSCORE PRODUCT SUITES & SERVICES COMSCORE PRODUCT SUITES & SERVICES
Continued from previous page.
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