Key Insights and Digital Trends from Southeast Asia

Transcription

1 Key Insights and Digital Trends from Southeast Asia comscore, Inc. Proprietary. 26 July 2013

2 Introduction #FutureinFocus Executive Summary Media fragmentation is occurring at light speed in today s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. The strong swelling of mobile audiences, devices and consumption habits have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on , news, social media etc. comscore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comscore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: A Singh worldpress@comscore.com comscore, Inc. Proprietary. 2

3 Key Takeaways More than 40% of internet users come from APAC Internet user numbers across APAC continue to grow at a much greater pace than any other market. Six countries from Southeast Asia is home to an online population in excess of 62 million. Growth driven by younger power users Users from Thailand and Vietnam record the highest time spent online which is clearly explained by a significantly large percentage of population under the age of 35. E-commerce starts to make a move Local and regional online retail setups are beginning to capture the Southeast Asian online audience. In the online travel category, low cost airlines and meta-search platforms see healthy traffic. Social networking still captures majority of screen time Social Networks capture the largest percentage of consumers time in the region. Facebook continues to be the number one social network with 3 of its top 15 markets by reach in Southeast Asia. Twitter, LinkedIn and Tumblr are the other established players in most markets. Entertainment and online video continues to grow The online video audience in Southeast Asia grew around 8 percent in the past year, YouTube continues to be the top video property in all markets. Music, movies and entertainment sites get more visitors and time spent than global averages. comscore, Inc. Proprietary. 3

4 Content SETTING THE SCENE Global Overview 5 Southeast Asia Landscape SEA FUTURE IN FOCUS Digital Audience Behaviour 14 Social Networking 20 Online Retail 26 News and Information 31 Online Travel 35 Entertainment and Online Video 39 Search 46 Country Spotlights 50 Conclusion 57 Tweet-bits 61 Methodology 62 About comscore 64 comscore, Inc. Proprietary. 4

5 #FutureinFocus GLOBAL OVERVIEW comscore, Inc. Proprietary.

6 Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 34% Outside US 87% Outside US Middle East - Africa 9% North America 14% Latin America 9% Asia Pacific 41% 66% Europe 27% 13% Source: comscore Media Metrix, March 2013

7 Share of Asia Pacific Online Population Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year Total 604 MM Total 644 MM Rest of APAC, 13.9% Southeast Asia, 9.4% Rest of APAC, 13.5% Southeast Asia, 9.6% Japan, 12.2% Japan, 11.4% India, 9.3% India, 11.5% China, 55.2% China, 54.0% Mar-12 Mar-13 7 Source: comscore Media Metrix, March 2012 and March 2013

8 Unique Visitors (MM) Hours per Visitor Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Global Average: 23.4 Hours a Month North America Europe Latin America Middle East - Africa Asia Pacific +7% % % +12% % Mar-12 Mar-13 Asia Pacific Europe North America Latin America Middle East - Africa 8 Source: comscore Media Metrix, March 2012 and March 2013

9 #FutureinFocus SOUTHEAST ASIAN ONLINE LANDSCAPE comscore, Inc. Proprietary.

10 Online Audience in Southeast Asia High Growth in Developing Regions Vietnam, the largest audience in the region, added 2 million internet users in the past year, a growth rate of 14% The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March Mar-12 Mar Vietnam Indonesia Malaysia Thailand Philippines Singapore 10 Source: comscore Media Metrix, March 2012 and March 2013

11 Engagement Across Southeast Asian Audiences Users in Thailand and Vietnam Spent the Most Time Online Average Time Spent Online (Hours) March 2013 Vietnam 26.2 Thailand 27.2 Singapore 16.6 Philippines 16.4 Malaysia 16.0 Indonesia 13.5 Axis Title 11 Source: comscore Media Metrix, March 2013

12 Demographic Distribution of Southeast Asian Audiences Emerging Internet Markets in the Region Skew Very Young In Thailand and Vietnam, 74% of the audience is under 35 % of Online Population by Age Vietnam 42% 32% 14% 8% 5% Thailand 45% 29% 14% 7% 4% Singapore 24% 27% 25% 17% 8% Philippines 40% 31% 16% 9% 5% Malaysia 37% 26% 22% 10% 6% Indonesia 43% 27% 19% 8% 4% Source: comscore Media Metrix, March 2013

13 Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand Vietnam Thailand Singapore Philippines Malaysia Indonesia Under 35 Over Source: comscore Media Metrix, March 2013

14 #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR comscore, Inc. Proprietary.

15 Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month 100% 95% 90% 85% Non-PC Traffic: 15.4% 80% Non-PC Traffic: 20.9% 75% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other comscore, Inc. Proprietary. Source: comscore Device Essentials Singapore, Malaysia, Thailand, May 12 May 13 15

16 Share of Total Minutes Spent Online Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services ( , IM) Also Significant 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 19.3% 13.2% 16.0% 15.4% 19.7% 21.6% 13.2% 21.9% 25.4% 14.2% 17.5% 16.9% 16.1% 32.3% 30.8% 14.5% 17.3% 41.5% 19.5% 17.7% 16.1% Other Retail News/Information Entertainment Services Social Networking 0% Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore 16 Source: comscore Media Metrix, March 2013

17 Average Hours per Visitor Males in the Region Spend More Time Online than Women Differences in Usage Largest in Vietnam, Thailand, and Singapore Males Females Vietnam Thailand Singapore Philippines Malaysia Indonesia Female Share of Internet Population 47% 49% 51% 49% 48% 44% 17 Source: comscore Media Metrix, March 2013

18 Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology (Highest) F-to-M Reach Index Fragrances/Cosmetics 168 Flowers/Gifts/Greetings 152 Lifestyles - Food 140 Department Stores 137 Jewelry/Accessories 137 Teens 133 Family & Parenting 130 (Lowest) F-to-M Reach Index Politics 78 Technology - News 78 Automotive 77 Gaming Information 76 Online Gambling 75 Sports 74 Online Trading Source: comscore Media Metrix, March 2013

19 Share of Device Page Traffic on a Typical Workday Device usage varies significantly by time of day PC s take up work hours, while tablets rule evenings PCs dominate working hours Tablets popular at night Mobiles brighten the commute comscore, Inc. Proprietary. Source: comscore Device Essentials, July 2013, Singapore 19

20 #FutureinFocus SOCIAL NETWORKING comscore, Inc. Proprietary.

21 Social Networking Category Captures the Largest Percentage of Consumers Time in Southeast Asia Percent of Web Users Visiting a Social Networking Site All SEA Countries Index Higher than Worldwide average reach of Social Networking sites Vietnam Thailand Singapore Philippines Malaysia Indonesia Mar Source: comscore Media Metrix, March 2013

22 The Philippines, Thailand, and Malaysia Among Top 15 Countries With the Highest Facebook Penetration Globally Facebook Top 15 Markets by % Reach Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan Source: comscore Media Metrix, March 2013

23 Facebook Reach in Vietnam Doubles, #1 Social Network Gains major share from Zing Zing Me Facebook 23 Source: comscore Media Metrix, March 2012 to March 2013

24 Top Social Networks by Country After Facebook, Twitter, LinkedIn and Tumblr are Popular Only Vietnam has Substantial Local Social Networks FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Vietnam Linkedin Reach of Top 5 Social Networks by Country 74.5 FACEBOOK.COM TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM Indonesia FACEBOOK.COM TWITTER.COM Linkedin TUMBLR.COM Tagged Inc. Malaysia FACEBOOK.COM TWITTER.COM SOCIALCAM.COM Linkedin PANTOWN.COM Thailand FACEBOOK.COM TWITTER.COM TUMBLR.COM Philippines Linkedin Yahoo! Profile FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM Singapore Source: comscore Media Metrix, March 2013

25 Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region Thailand, Philippines and Singapore had Highest Reach for the Category Percent Reach of Photos Category Minutes Spent per Visitor on Photos Category Worldwide 33.5% Worldwide 13.0 Vietnam 27.3% Vietnam 15.5 Indonesia 28.8% Indonesia 7.1 Malaysia 32.0% Malaysia 7.0 Thailand 41.9% Thailand 8.9 Philippines 35.6% Philippines 9.2 Singapore 35.0% Singapore Source: comscore Media Metrix, March 2013

26 #FutureinFocus ONLINE RETAIL ON THE RISE comscore, Inc. Proprietary.

27 Amazon and Lazada Among the Top Retailers in SEA Local Players Doing Well in Vietnam Unique Visitors (000) Top 5 Retail Sites per Country Vietnam VATGIA.COM 6,322 Lazada Sites 2,351 5GIAY.VN 2,203 ENBAC.COM 1,970 THEGIOIDIDONG.COM 1,793 Indonesia AVG.COM 1,435 Amazon Sites 1,347 Lazada Sites 1,260 INDONETWORK.CO.ID 778 Apple.com Worldwide Sites 703 Malaysia Amazon Sites 1,497 AVG.COM 1,050 Alibaba.com Corporation 935 Apple.com Worldwide Sites 840 GROUPON.MY 640 Thailand WELOVESHOPPING.COM 1,732 Rakuten Inc 1,337 AVG.COM 1,146 Lazada Sites 1,086 Apple.com Worldwide Sites 1,031 Philippines Amazon Sites 1,094 Apple.com Worldwide Sites 730 AVG.COM 693 Lazada Sites 628 MULTIPLY.COM 515 Singapore Amazon Sites 680 Apple.com Worldwide Sites 533 Giosis Group 440 Alibaba.com Corporation 326 AVG.COM Source: comscore Media Metrix, March 2013

28 Spotlight: Retailer Lazada Shows Strong Growth in the Region Heavy Increases in Penetration Over Past Six Months +52% 2,351 Unique Visitors (000) to Lazada Sites Sep-2012 Mar , % 1, % 1, % % Vietnam Thailand Philippines Malaysia Indonesia Internet Audience 15+ accessing Internet from a Home or Work PC comscore, Inc. Proprietary. Source: comscore Media Metrix, September 2012 and March comscore began tracking the Lazada Sites Property in September 2012

29 Spotlight: International Leader Amazon, loses share Malaysia, Vietnam and Indonesia show biggest drop Unique Visitors (000) to Amazon Sites % % 416 Apr-12 Mar % % -26% -5% Indonesia Malaysia Philippines Singapore Thailand Vietnam 29 Source: comscore Media Metrix, April 2012 and March 2013

30 Retail Category Provides Lots of Headroom for Growth Both in terms of Penetration and Time Spent Percent Reach of Retail Category Minutes Spent per Visitor on Retail Category Worldwide 73.7% Worldwide 79.5 Vietnam 76.7% Vietnam 36.5 Indonesia 54.8% Indonesia 21.8 Malaysia 54.4% Malaysia 18.0 Thailand 67.4% Thailand 20.3 Philippines 53.3% Philippines 17.4 Singapore 68.4% Singapore Source: comscore Media Metrix, March 2013

31 #FutureinFocus NEWS AND INFORMATION comscore, Inc. Proprietary.

32 Reach of News/Information Category is Highest in Singapore, but Visitors in Vietnam Spend the Most Time on Those Sites Percent Reach of News/Information Category Minutes Spent per Visitor on News/Information Category Worldwide 76.1% Worldwide 69.7 Vietnam 90.0% Vietnam Indonesia 63.5% Indonesia 75.9 Malaysia 73.0% Malaysia 37.4 Thailand 71.0% Thailand 32.9 Philippines 50.0% Philippines 25.9 Singapore 92.3% Singapore Source: comscore Media Metrix, March 2013

33 PHILIPPINES SINGAPORE MALAYSIA THAILAND VIETNAM INDONESIA Large Nonresident Population Drives Visiting to Filipino News Sites Singapore s News Channels Source Traffic from Within the Region 0 4,000 8,000 12, ,000 4,000 6,000 VnExpress Kompas Gramedia DANTRI.COM.VN detikcom Bao Moi Kapanlagi.com Sites ,000 1,500 2, ,000 4,000 Malaysiakini Sites Sanook News The Star Online Manager Media Group THEMALAYSIANINSIDE Nation Multimedia Group ,000 1,500 2, ,000 10,000 INQUIRER.NET 63% The AsiaOne Network 74% ABS-CBNNEWS.COM 61% CHANNELNEWSASIA.COM PHILSTAR.COM 63% In-Country UV (000) Out-of-Country UV (000) 33 Source: comscore Media Metrix, March 2013

34 Blogs Form an Important Component of News Stream Reach of the Category is Highest in Indonesia and Thailand Percent Reach of Blogs Category Minutes Spent per Visitor on Blogs Category Worldwide 53.3% Worldwide 29.5 Vietnam 49.5% Vietnam 15.6 Indonesia 71.6% Indonesia 32.9 Malaysia 64.5% Malaysia 28.3 Thailand 71.3% Thailand 20.8 Philippines 49.7% Philippines 14.4 Singapore 58.5% Singapore Source: comscore Media Metrix, March 2013

35 #FutureinFocus ONLINE TRAVEL comscore, Inc. Proprietary.

36 Well Traveled Singaporeans Have Highest Visitation to Travel Sites Users in Thailand also Visit at an Above-Average Rate, while Indonesians Spent the Most Time on the Category Percent Reach of Travel Category Minutes Spent per Visitor on Travel Category Worldwide 35.7% Worldwide 25.6 Vietnam 23.0% Vietnam 9.2 Indonesia 22.9% Indonesia 32.3 Malaysia 30.0% Malaysia 19.2 Thailand 37.7% Thailand 17.3 Philippines 27.8% Philippines 15.7 Singapore 45.7% Singapore Source: comscore Media Metrix, March 2013

37 Visiting to Travel Subcategories Singapore and Thailand lead others in the travel segment 30.0% % Reach of Travel Subcategories 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Travel - Information Online Travel Agents Hotels/Resorts Airlines Vietnam Indonesia Malaysia Thailand Philippines Singapore Worldwide 37 Source: comscore Media Metrix, March 2013

38 Priceline Has Made Major Inroads in All Markets in Southeast Asia Local Low-Cost Airlines Prominent in Top Sites Lists Across Region Unique Visitors (000) Top 5 Travel Sites per Country Vietnam Priceline.com Incorporated 424 MYTOUR.VN 309 VIETJETAIR.COM 305 Vietnam Airlines 301 Qantas Airlines 294 Indonesia Priceline.com Incorporated 970 LIONAIR.CO.ID 561 AirAsia 513 TripAdvisor Inc. 396 GARUDA-INDONESIA.COM 381 Malaysia Priceline.com Incorporated 1,278 AirAsia 1,078 Malaysia Airlines 672 TripAdvisor Inc. 629 Orbitz Worldwide 294 Thailand Priceline.com Incorporated 1,229 Sanook Travel 557 AirAsia 541 TripAdvisor Inc. 389 CHIANGRAIFOCUS.COM 346 Philippines Priceline.com Incorporated 569 CEBUPACIFICAIR.COM 464 TripAdvisor Inc. 336 AirAsia 199 Orbitz Worldwide 168 Singapore STREETDIRECTORY.COM 374 Priceline.com Incorporated 372 TripAdvisor Inc. 299 Tiger Airways 238 Qantas Airlines Source: comscore Media Metrix, March 2013

39 #FutureinFocus ENTERTAINMENT AND ONLINE VIDEO comscore, Inc. Proprietary.

40 Countries with More Young People Visit and Spend More Time on Entertainment Sites Percent Reach of Entertainment Category Hours Spent per Visitor on Entertainment Category Worldwide 88.0% Worldwide 3.5 Vietnam 96.1% Vietnam 5.3 Indonesia 79.8% Indonesia 2.2 Malaysia 97.2% Malaysia 2.3 Thailand 99.1% Thailand 4.8 Philippines 82.5% Philippines 2.9 Singapore 96.3% Singapore Source: comscore Media Metrix, March 2013

41 % Reach of Entertainment Subcategories Web Users in Vietnam Most Likely to Visit Music, Movies, and Entertainment News Sites in the Region Multimedia Entertainment - Music Entertainment - News Entertainment - Movies TV 41% 36% 41% 36% 36% 33% 23% 16% 25% 41% 16% 26% 47% 21% 36% 16% 18% 26% 32% 20% 44% 61% 59% 63% 80% 79% 73% 82% 80% 94% As in almost all markets, YouTube accounts for the lion s share of visiting to Multimedia sites in this region Local sites typically dominate the Entertainment News category Vietnam Indonesia Malaysia Thailand Philippines Singapore 41 Source: comscore Media Metrix, March 2013

42 Most Top Entertainment Sites in SEA are International Properties Unique Visitors (000) Top 5 Entertainment Sites per Country Vietnam YOUTUBE.COM 11,101 ZING MP3 9,711 24h Online Advertising JSC 7,054 KENH14.VN 5,373 NHACCUATUI.COM 5,236 Indonesia YOUTUBE.COM 7,171 omg! from Yahoo! 2,172 KAPANLAGI.COM 2,133 CBS Interactive 1,808 VEVO 1,636 Malaysia YOUTUBE.COM 7,339 CBS Interactive 2,152 VEVO 1,884 Viacom Digital 1,730 DAILYMOTION.COM 1,329 Thailand YOUTUBE.COM 7,289 MTHAI.COM 3,329 DAILYMOTION.COM 2,491 VEVO 2,053 itunes Software (App) 1,589 Philippines YOUTUBE.COM 4,902 VEVO 1,563 CBS Interactive 1,447 Viacom Digital 1,231 itunes Software (App) 1,225 Singapore YOUTUBE.COM 1,989 itunes Software (App) 978 CBS Interactive 870 MediaCorp Network 772 VEVO Source: comscore Media Metrix, March 2013

43 Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now 16, % 14,000 12,000 10,000 +3% -2% 8,000 6, % 4,000 +5% 2,000 0 Vietnam Indonesia Malaysia Philippines Singapore Apr-2012 Apr-2013 *Sum of 5 Countries Under Video Measurement by comscore 43 Source: comscore Video Metrix, March 2013

44 But Videos Per-Viewer on PC moves in opposite direction Videos Viewed per Visitor -46% % % -3% -41% Apr-12 Apr Vietnam Indonesia Malaysia Philippines Singapore 44 Source: comscore Video Metrix, March 2013

45 Google Accounts for the Majority of Videos Viewed Overall in the Region, with Some Exceptions No other major player dominates in Indonesia. 58% of videos viewed are on video properties, of which none comprise more than 2.5% of the total In the Philippines, 14.5% of Videos Viewed are on Facebook All Others Google Sites Share of Videos Viewed 36% 58% 24% 46% 23% 64% 42% 76% 54% 77% Vietnam Indonesia Malaysia Philippines Singapore Total Number of Videos Viewed 1.6 B 459 M 931 M 357 M 353 M 45 Source: comscore Video Metrix, March 2013

46 #FutureinFocus SEARCH comscore, Inc. Proprietary.

47 Unique Searchers (MM) Number of People Using Search Continues to Grow Except for Singapore and Malaysia % 15.3 Growth in Unique Searchers March 2012 to March % % % Worldwide, the number of unique searchers grew by 6% over the same time period +19% Vietnam Thailand Indonesia Malaysia Philippines Singapore Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC comscore, Inc. Proprietary. 47 Source: comscore qsearch, March 2013

48 Searches per Searcher Thai Internet Users the Heaviest Searchers Singapore, Malaysia, Indonesia Score Below Global Average World-Wide Vietnam Thailand Singapore Philippines Malaysia Indonesia Internet Audience 15+ accessing Internet from a Home or Work PC comscore, Inc. Proprietary. 48 Source: comscore qsearch, March 2013

49 Google Share of Total Searches As is the Case Globally, Google Captures Vast Majority of Search Market in the Region In Indonesia, Malaysia, the Philippines and Singapore, Yahoo! takes the #2 spot, but only accounts for less than 6% of searches in each of those countries 96% 97% 88% 87% 84% 84% Vietnam Thailand Indonesia Malaysia Philippines Singapore Google Share of Searches All Other Internet Audience 15+ accessing Internet from a Home or Work PC comscore, Inc. Proprietary. 49 Source: comscore qsearch, March 2013

50 #FutureinFocus COUNTRY SPOTLIGHTS comscore, Inc. Proprietary.

51 SPOTLIGHT: INDONESIA Key Categories Indonesians More Likely to Visit Blogs and Social Networks Other Key Categories Have Growth Potential Highest-Indexing Categories by Reach, Compared to WW Averages Blogs 44% 53% 72% Lifestyles 59% 54% 67% Social Networking Search/Navigation Games Entertainment 87% 67% 79% 86% 79% 87% 52% 53% 54% 80% 83% 88% 29% Photos 23% 33% 63% News/Information 67% 76% 53% 56% 65% 63% Multimedia 74% 78% Indonesia APAC WW 51 Source: comscore Media Metrix, March 2013

52 SPOTLIGHT: MALAYSIA Key Categories Malaysian Web Users More Likely to Visit Blog Sites; Also More Likely to Visit Social Networks and Entertainment Sites Highest-Indexing Categories by Reach, Compared to WW Averages Blogs 64% 44% 53% Multimedia 79% 74% 78% Social Networking 92% 67% 79% 64% 56% 65% Entertainment Search/Navigation Portals 97% 83% 88% 95% 79% 87% 95% 89% 93% Directories/Resources News/Information 32% Photos 23% 33% Malaysia APAC WW 74% 68% 76% 73% 67% 76% 52 Source: comscore Media Metrix, March 2013

53 SPOTLIGHT: PHILIPPINES Key Categories Filipino Web Users Among the Most Likely to Visit Social Networking and Photo Sharing Sites in the World Highest-Indexing Categories by Reach, Compared to WW Averages Social Networking 96% 67% 79% Entertainment 83% 83% 88% Photos 36% 23% 33% Blogs 50% 44% 53% Games Search/Navigation Multimedia 55% 53% 54% 84% 79% 87% 73% 74% 78% 83% Portals 89% 93% 56% 56% 65% 65% Directories/Resources 68% 76% Philippines APAC WW 53 Source: comscore Media Metrix, March 2013

54 SPOTLIGHT: SINGAPORE Key Categories Wealthier, More Mature Web Audience in Singapore Focuses Visitation on Travel, Business/Finance, and News/Information Sites Highest-Indexing Categories by Reach, Compared to WW Averages Travel 46% 29% 36% Education 38% 26% 34% Business/Finance 52% 57% 72% Blogs 59% 44% 53% News/Information Technology TV 23% 44% 38% 92% 67% 76% 73% 51% 61% Entertainment Lifestyles 71% 56% 65% 96% 83% 88% 73% 54% 67% Singapore APAC WW 54 Source: comscore Media Metrix, March 2013

55 SPOTLIGHT: THAILAND Key Categories Thai Web Users More Likely to Visit a Breadth of Web Categories Education, Blogs, and Photos Index Highest Highest-Indexing Categories by Reach, Compared to WW Averages Education 47% 26% 34% Entertainment 98% 83% 88% Blogs Photos Multimedia Social Networking 68% 44% 53% 40% 23% 33% 92% 74% 78% 94% 67% 79% 59% Games 53% 54% 98% Portals 89% 93% 70% Lifestyles 54% 67% 91% Search/Navigation 79% 87% Thailand APAC WW 55 Source: comscore Media Metrix, March 2013

56 SPOTLIGHT: VIETNAM Key Categories Web Users in Vietnam More Likely to Visit Instant Messengers, Education, Games, and News/Information Sites Highest-Indexing Categories by Reach, Compared to WW Averages Instant Messengers 39% 30% 21% Lifestyles 73% 54% 67% Education 26% 34% 50% Entertainment 96% 83% 88% Games News/Information Social Networking 69% 53% 54% 90% 67% 76% 88% 67% 79% 95% Search/Navigation 79% 87% 66% Technology 51% 61% 98% Portals 89% 93% Vietnam APAC WW 56 Source: comscore Media Metrix, March 2013

57 #FutureinFocus CONCLUSION comscore, Inc. Proprietary.

58 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media s continued rise in prominence as part of peoples personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today s world they can choose when and how they d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comscore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour. comscore, Inc. Proprietary. 58

59 2013: Putting the Future in Focus MULTI-PLATFORM TAKES CENTER STAGE With the platform shift in full swing, businesses will be challenged in the coming year to stay ahead of consumers usage curve and deliver them with the content they want, when and where they want it. It will also be imperative to maintain revenue streams in the core digital channels while capturing market share and monetizing emerging channels. Doing so will require businesses to get even smarter in how they scale their content to other platforms by developing integration strategies that deliver unique offerings to advertisers. Integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers, simplify campaign management for agencies and foster greater pricing equilibrium between their content channels. As the bridge between traditional and digital platforms, online video will play an important leading role in how these integration strategies materialize. comscore, Inc. Proprietary. 59

60 2013: Putting the Future in Focus VALIDATION MATTERS According to ZenithOptimedia's Advertising Expenditure Forecasts, APAC is already the largest advertising market outside North America. Internet ad expenditure is set to overtake that of newspapers by the end of By 2015, online advertising will account for 21.9% of all adspend. While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability. comscore s vce benchmark study about viewable impressions over 1000 s of campaigns, showed that an average of 54% ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend. Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year. comscore, Inc. Proprietary. 60

61 Tweet-bits Asia Pacific accounts for 41% of the total online population, 644 million #FutureinFocus 16.1m, Vietnam has the largest online population in Southeast Asia #FutureinFocus Philippines is the fastest growing online audience in the region, grew almost 22% #FutureinFocus Non-PC traffic in South-East Asia zooms ahead, in excess of 20% #FutureinFocus 27.2 hours spent online by Thais in a month, highest average in SEA #FutureinFocus 74% of Vietnamese and Thai online population is under 35 yrs old #FutureinFocus 41.5% of PC screen time is spent on Social in the Philippines #FutureinFocus 3 of the top 15 Facebook markets by % reach are in SEA #FutureinFocus Non-resident Filipinos drive more than half of news website traffic in the Philippines #FutureinFocus Indonesia is the blogging capital of SEA, average 32.9 minutes spent on blogs per visitor #FutureinFocus 42 million Southeast Asians watch videos online #FutureinFocus comscore, Inc. Proprietary. 61

62 #FutureinFocus METHODOLOGY comscore, Inc. Proprietary.

63 Methodology and Definitions This report utilises data from the comscore suite of products, including comscore MMX Multi-Platform (Beta), comscore qsearch, comscore Video Metrix, comscore MobiLens, and comscore Device Essentials. comscore MMX The comscore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comscore MMX product suite includes individual products utilised within this report including comscore MMX Multi-Platform (Beta), comscore qsearch, comscore Ad Metrix and comscore Video Metrix. comscore, Inc. Proprietary. 63

64 ABOUT COMSCORE comscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comscore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comscore Census Network (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED comscore, Inc. Proprietary. 64

65 #FutureinFocus SEA Digital Future in Focus 2013 Key Insights from the last 12 months and the way forward Media Requests: comscore, Inc. Proprietary.