Comscore State Of The Internet - Focus On Asia Pacific
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Comscore State Of The Internet - Focus On Asia Pacific as PDF for free.
More details
- Words: 3,818
- Pages: 26
State of the Internet with a focus on Asia Pacific November 2009
Joe Nguyen, Vice President for Southeast Asia, comScore, Inc. Note: A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
Our Story in Numbers Corporate headquarters: Reston,
The Only Global Measurement of Audience and e-Commerce
USA
– Offices in London, Paris,
Dusseldorf, Madrid, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto, Singapore Year founded: 1999
Employees: 550 Successful IPO (NASDAQ: SCOR) – June 26, 2007
2 million panelists WW Number of Domains coded in Dictionary: 591,770
38 Media Metrix Reported Countries
700 Servers + 1000 TB of Storage
170+ Countries with Panel Presence
© comScore, Inc. Proprietary and Confidential.
2
1,200 Customers and a 90%+ Subscription Repeat Rate Media
Agencies
Telecom/ Mobile
Financial
© comScore, Inc. Proprietary and Confidential.
Retail
3
Travel
CPG
Pharma
Technology
History of Leadership in Digital Marketing Measurement To Meter Cell Phones To Provide Behavioral Ad Effectiveness (Campaign Metrix) To Measure Video Streaming (Video Metrix) To Deliver a Worldwide Internet Audience Measurement (World Metrix) To Measure the Search Market (qSearch) To Build and Project from 2M+ Longitudinal Panel To Monitor and Report eCommerce Data
External Recognition WORLD ECONOMIC FORUM Technology Pioneer 2007
Top 100 Innovative Companies December 2004
© comScore, Inc. Proprietary and Confidential.
4
World’s Largest Windows Database December 2001, 2003, 2005
Media Metrix Reporting Markets
Countries Currently Reporting
Currently in Beta as of Q3 2009
Australia
Indonesia
China
Philippines
Hong Kong
Vietnam
India Japan
Other Regions Currently Reporting
Malaysia New Zealand
Worldwide – 172 countries
Singapore
North America
South Korea
Latin America
Taiwan
Asia Pacific Europe © comScore, Inc. Proprietary and Confidential.
5
Asia is Fueling WW Internet Growth Global growth at 4%; tipped the 1
Worldwide Online Population (Millions)
billion mark in the past year
Growth is flat in North America,
+4%
1,165.2
European growth driven by Russia
960.2
Latin America and Middle East/Africa show rapid growth on a percentage basis but Asia’s growth is on a much larger base
August 2009
Online Population by Region (Millions)
+22% 477.2
August 2008
Aug 2008 Aug 2009
+20%
389.6 325.6
+4%
271.1
191.0
183.8
+28% 70.3
Asia Pacific
Europe
North America
© comScore, Inc. Proprietary and Confidential.
6
90.2
Latin America
+79% 45.4
81.2
Middle East - Africa
Source: comScore Media Metrix, August 2008 to August 2009
China is Driving Regional Growth ■ China continues explosive growth, with many other countries in the region also continuing to show expansion Internet Users (MM) In Asia Pacific Region 164.6
China
215.5 57.4 67.6
Japan 30.3 35.4
India
26.5 29.0
South Korea Australia
11.3 12.6
+12
Taiwan
10.5 11.9
+13
Malaysia
8.6 9.4
Hong Kong
+4
Singapore
2.4 2.3
+14
New Zealand
2.3 2.6
+15
Other Asia Pacific
+18
CNNIC estimates 298 MM total Internet users* in China as of Dec 2008, up 41.9 percent from 210 MM a year earlier. The increase of 88MM is approximately twice the size of the online population in France!
+17 +10
+9
3.8 3.9
+31
* including ages 6+ and people accessing the Internet from shared computers and Internet cafes
72.1 86.6
+20
Internet users ages 15+ accessing the internet from a Home or Work computer © comScore, Inc. Proprietary and Confidential.
7
Source: comScore World Metrix, August 2009 vs. August 2008
Internet Usage in Asia ■ Users in Hong Kong, Singapore, and Vietnam spend the most time online
Average Time Online Hours per Visitor, August 2009
■ Countries with high broadband availability and penetration are more likely to have heavier internet usage
Asia Pacific
16.9
Hong Kong
25.6
Singapore
■ As broadband becomes more widely available in the region, usage will also increase ■ 3G USB Modems are making headway into many Asian markets and increasing broadband penetration
■ Currently, however, the region’s usage is below the global average of 22.4 hours per user in August 2009
21.4
Vietnam
19.9
Australia
19.6
Japan
19.2
South Korea
18.1
Taiwan
18.1
Philippines
17.8
Indonesia
15.8
New Zealand
15.4
China Malaysia India
© comScore, Inc. Proprietary and Confidential.
8
Source: comScore World Metrix, August 2009
14.9 14.1 11.0
The Global Audience is Vital to Top Properties ■ Though they are all based in the United States, the Top 15 Global properties source the majority of their audience from outside the U.S. However, the top global sites’ appeal to the Asian Pacific audience is below average ■ Global sites’ ability to develop or acquire local channels is important to international growth, but is crucial in this region ■ Tencent, Inc., the parent property of the very popular Instant Messenger application QQ, is the first Asian property to break into the Top 15. However, almost all of its traffic comes from Asia, particularly from mainland China.
Audience Geography Worldwide Top 15 Properties August 2009
Total Internet Google Sites Microsoft Sites Yahoo! Sites Facebook.com Wikimedia Foundation Sites AOL LLC eBay Amazon Sites CBS Interactive Ask Network Apple Inc. Fox Interactive Media The Mozilla Organization Adobe Sites Tencent Inc.
WorldWide UV
% Non-US
% Asia Pacific
1,165,194 867,618 707,803 595,983 389,525 307,641 260,547 243,335 200,671 194,036 189,937 176,468 164,612 161,893 148,378 145,701
86% 84% 84% 77% 77% 81% 66% 74% 70% 76% 65% 73% 59% 83% 77% 100%
41% 33% 30% 38% 18% 25% 14% 16% 27% 36% 15% 26% 15% 20% 26% 99%
Asia Pac share for most sites are below the Total Internet average © comScore, Inc. Proprietary and Confidential.
9
Source: comScore World Metrix, August 2009
Global Sites’ appeal to Asian Audiences ■ The Asia Pacific region is extremely diverse ■ A strong global brand is not sufficient for success here, true localization is important; in some markets, it is critical Non-US
Asia Pacific
China
Japan
South Korea
India
Australia
Taiwan
Malaysia
Hong Kong
New Singapore Zealand
Total Internet
85.6%
41.0%
18.5%
5.8%
3.0%
2.5%
1.1%
1.0%
0.8%
0.3%
0.2%
0.2%
Google Sites
98
80
50
95
103
65
114
82
103
87
111
109
Microsoft Sites
98
74
53
84
64
70
127
97
88
109
128
113
Yahoo! Sites
90
93
33
162
141
90
92
161
137
156
139
93
Facebook.com Wikimedia Foundation Sites
90
45
0
12
69
22
164
24
116
160
196
143
95
61
6
161
90
38
124
53
89
84
129
111
AOL LLC
77
33
4
24
75
14
98
26
78
42
66
186
eBay
86
40
18
18
44
151
186
41
50
41
88
87
Amazon Sites
82
66
28
212
60
15
105
27
52
48
90
100
CBS Interactive
89
87
97
41
86
79
128
50
93
62
131
119
Ask Network
76
36
3
17
118
17
148
10
84
35
141
102
Apple Inc.
85
65
15
179
50
45
216
52
52
121
155
171
Fox Interactive Media The Mozilla Organization
69
36
19
34
35
20
220
9
120
20
77
98
97
49
6
62
85
26
106
44
109
66
135
96
Adobe Sites
90
64
35
93
73
78
99
64
92
88
121
101
Tencent Inc.
116
242
507
4
0
26
7
52
26
110
35
5
Index = each country or region’s share of traffic to each site, compared to that country or region’s share of the worldwide internet population x 100 © comScore, Inc. Proprietary and Confidential.
10
Source: comScore World Metrix, August 2009
Audiences Worldwide Prefer to Consume Content in their Native Languages Europe Asia Pacific Australia
UnitedKingdom Ireland
Denmark
Canada
NewZealand Norway
India
PuertoRico
Sweden
Singapore
Portugal
Malaysia
Finland
Hong Kong
Americas, MidEast & Africa
Colombia Venezuela
Switzerland
Mexico
Belgium
Chile
Netherlands
Argentina
South Korea Taiwan
Austria
Japan
Italy
China
Turkey
Brazil SouthAf rica Israel
Spain France
English
Germany
non-English Local Language
Other
Russia
© comScore, Inc. Proprietary and Confidential.
11
Source: comScore Custom Analysis of Page Views by Language, May 2009
Local Sites Lead in Asia Pacific Region – August 2009 ■ Half of the Top 20 Properties for the region are Chinese sites Unique Visitors in Asia
Asia Pacific Minutes/ Reach Visitor
Google Sites
283,806
59.5
112.4
Yahoo! Sites
227,182
47.6
182.6
Microsoft Sites
214,008
44.8
152.4
Tencent Inc.
144,302
30.2
315.4
Baidu.com Inc.
143,458
30.1
65.1
SINA Corporation
106,473
22.3
40.3
Alibaba.com Corporation
90,107
18.9
62.9
Sohu.com Inc.
81,992
17.2
35.3
NetEase.com Inc.
81,324
17.0
35.8
Wikimedia Foundation Sites
77,365
16.2
13.8
Xunlei Networking
72,541
15.2
49.8
Facebook.com
71,153
14.9
152.7
CBS Interactive
69,490
14.6
8.8
Tudou Sites
57,866
12.1
27.0
Amazon Sites
54,014
11.3
12.5
Youku
51,308
10.8
47.4
Oak Pacific Interactive Sites
49,435
10.4
98.2
Apple Inc.
46,731
9.8
5.4
PConline.cn Sites
44,015
9.2
10.2
eBay
40,140
8.4
39.7
■ Particularly within China, Korea, and Japan, majority of Top Domains are local sites or localized versions of global sites
© comScore, Inc. Proprietary and Confidential.
China QQ.COM BAIDU.COM SINA.COM.CN SOSO.COM 163.COM GOOGLE.CN TAOBAO.COM XUNLEI.COM SOHU.COM TUDOU.COM
Unique Visitors
133,796 130,943 96,739 88,013 76,171 70,199 61,879 61,520 60,789 52,752
Japan YAHOO.CO.JP GOOGLE.CO.JP FC2.COM RAKUTEN.CO.JP GOO.NE.JP WIKIPEDIA.ORG YOUTUBE.COM GOOGLE.COM AMAZON.CO.JP NIFTY.COM
12
Source: comScore World Metrix, August 2009
Korea NAVER.COM DAUM.NET NATE.COM GOMTV.COM CYWORLD.COM JOINS.COM TISTORY.COM GOOGLE.CO.KR GMARKET.CO.KR YAHOO.CO.KR
Unique Visitors
54,887 39,417 34,146 33,307 28,914 28,739 28,009 25,476 24,125 22,892
Unique Visitors
22,715 21,957 14,608 14,590 13,886 12,155 11,167 10,715 10,370 10,039
Age Distribution of Asia Pacific Web Audience Internet Population Age Distribution by Country
■ On average, the Asia Pacific audience skews slightly younger than the average global Internet population
China
34%
India Asia Pacific Worldwide
30% 28%
29% 26%
22% 22%
11%
Persons: 25-34
Persons: 45-54
Persons: 55+
41%
Malaysia
23%
36%
38%
8%
15% 7%
26%
23%
9% 5%
14% 10% Japan
Persons: 15-24
32%
18%
23%
23%
17%
19%
Persons: 35-44
■ China, India, and Malaysia skew substantially young: 77% of India’s web population is under 35, compared to 54% of the global population ■ Not surprisingly, countries with higher internet penetration = more mature web audiences © comScore, Inc. Proprietary and Confidential.
South Korea
22%
Australia
21%
Taiwan
25%
26% 20%
26% 21%
29%
18% 18%
8%
19%
22%
15% 9%
Hong Kong
21%
24%
26%
20%
9%
Singapore
20%
25%
27%
19%
9%
New Zealand
22%
23%
13
Persons: 15-24
Persons: 25-34
Persons: 45-54
Persons: 55+
20%
16%
Persons: 35-44
19%
How Does Asia Use the Internet? ■ Entertainment is most popular category in Asia Pacific (includes Music, Movies, TV, Multimedia, Entertainment News, Humor)
Key Site Categories Asia Pacific Internet Audience % Reach Entertainment
71.2
e-mail
■ E-mail is still very important to web users, despite the contact that alternatives provide (SMS, IM, SNs) ■ Popularity of Social networks is unsurprising, with more than half of all internet users visiting a Social networking site during the month
59.0
Social Networking
56.1
News/Information
55.2
Retail
54.4
Blogs
48.5
Technology
47.6
Community
47.5
Games
47.1
Business/Finance
■ Though e-commerce is certainly still in its infancy in this region, visiting to Retail sites is robust, with more than half of Apac web users visiting a Retail site
Photos
34.2
Instant Messengers
31.8
Sports
■ Diversity of this region means there is wide variation among individual countries
26.3
Education
23.6
Travel
22.7
Career Services and… Automotive Health Government
© comScore, Inc. Proprietary and Confidential.
39.9
14
20.8 17.6 14.8 10.1
Source: comScore World Metrix, August 2009
Entertainment Reach and Usage ■ Entertainment Reach is highest in South Korea, Singapore, and the Philippines ■ Web users in Singapore, Japan, and Hong Kong spend the most time on Entertainment ■ Entertainment consumption is closely linked to broadband penetration, due to high bandwidth requirements of audio and video streaming and downloading Entertainment Avg Hours/User
Entertainment % Reach Asia Pacific
Asia Pacific
71.2
South Korea
2.5
South Korea
83.8
Singapore
79.2
Singapore
Philippines
78.0
Philippines
Vietnam
76.2
Vietnam
Japan
75.7
Japan
2.7 4.1 2.5 1.8 4.3
Australia
73.4
Australia
HK
72.7
HK
Malaysia
71.0
Malaysia
2.4
New Zealand
70.1
New Zealand
2.4
2.3 3.8
Indonesia
65.9
Indonesia
1.4
Taiwan
65.7
Taiwan
1.3 1.3
India
63.8
India
China
63.8
China
© comScore, Inc. Proprietary and Confidential.
15
2.3
Source: comScore World Metrix, August 2009
Top Entertainment Sites ■ With the exception of YouTube and a handful of others, the Top Entertainment Properties in the region are predominantly Chinese sites Top Entertainment Sites – Asia Pacific Average Total Unique % Reach Minutes per Visitors (000) Visit Total Internet : Total Audience Entertainment YOUTUBE.COM CBS Interactive QQ.COM Music Tudou Sites Youku QQ.COM Entertainment QQ.COM Show iTunes Software (App) KuGou Inc. SINA Podcast Baidu Top Music Albums PPStream, Inc. Sony Online SINA Entertainment Xunlei Movie RENREN.COM AOL Music QIANQIAN.COM
© comScore, Inc. Proprietary and Confidential.
477,217 339,708 97,658 69,490 57,901 57,866 51,308 47,018 45,614 34,396 34,328 33,932 33,913 33,286 26,554 25,312 23,482 22,526 22,330 22,041
16
100.0 71.2 20.5 14.6 12.1 12.1 10.8 9.9 9.6 7.2 7.2 7.1 7.1 7.0 5.6 5.3 4.9 4.7 4.7 4.6
1,015.0 148.5 142.3 8.8 30.8 27.0 47.4 16.5 5.5 10.3 1.4 10.3 54.7 8.2 7.1 7.4 129.6 2.9 8.2
Source: comScore World Metrix, August 2009
YouTube Drives Entertainment Category in most Countries ■ With 340 million Unique Visitors in Asia Pacific, YouTube is certainly the most popular Entertainment site in the region ■ In many countries, it takes a substantial share of all time spent on Entertainment content. In countries where this is not the case, local providers were able to maintain early market share YouTube
YouTube
% Reach Asia Pacific
Share of Entertainment Minutes
20.5
Asia Pacific
Singapore
57.8
Philippines
28%
Singapore
55.6
60%
Philippines
64%
Australia
47.0
Australia
60%
New Zealand
46.9
New Zealand
61%
Malaysia
59%
Malaysia
45.0
Japan
41.4
Japan
Hong Kong
40.3
Hong Kong
Indonesia
34.2
India
30.4
Taiwan
27.7
Vietnam
China
Indonesia
49%
India
46%
Vietnam
12.3
35% 16%
South Korea 11%
0.1
China
© comScore, Inc. Proprietary and Confidential.
44%
Taiwan
25.0
South Korea
48%
17
0%
Source: comScore World Metrix, August 2009
Facebook Takes Over in Most Asian Markets; Friendster Loses Last Summer’s Lead ■ Facebook has more than doubled its share in Asia Pacific to become the leading Social Network in the region ■ A number of social networks are challenging Baidu Space for share of the Chinese market in this category ■ Friendster’s reach has shrunk significantly, dropped its lead among the multiregional Social Networks competing in this region
Social Networks Asia Pacific % Reach 6.4%
FACEBOOK.COM
14.9% 11.7% 11.4%
Baidu Space QQ.COM Alumni
1.3% 8.0% 4.7% 4.6% 3.5% 4.7%
Windows Live Profile QQ.COM Mini World KAIXIN001.COM Orkut CyWorld 51.COM HI5.COM MySpace Sites FRIENDSTER.COM MIXI.JP TWITTER.COM
KAIXIN.COM
© comScore, Inc. Proprietary and Confidential.
18
0.8% 4.9% 4.3% 4.5% 4.8% 3.8% 4.9% 3.7% 3.9% 3.3% 4.4% 3.2% 8.4% 2.9% 3.7% 2.5% 0.2% 2.2% 0.6% 2.4% Aug-2008
Aug-2009
YOY Aug ‘08 Increase SN Rank
+9%
#8
0%
#2
+7%
N/A
0%
N/A
+1%
N/A
+4%
N/A
0%
#14
-1%
#12
-1%
#10
-1%
#15
-1%
#18
-6%
#5
-1%
#16
+2%
N/A
+2%
N/A
Concentrated strongholds for certain local SNs … and Facebook almost everywhere else Top Social Networks
■ Language considerations gave local Social Networks in certain countries an early-mover advantage ■ Switching costs for Social Networking users are relatively high, and the nature of user recruitment (“friending”) lets these sites maintain concentrated strongholds ■ Elsewhere, translation efforts by Facebook have allowed it to enter nonEnglish-speaking Asian markets, and to overtake Friendster, which initially had a strong presence in Southeast Asia
© comScore, Inc. Proprietary and Confidential.
Country
Social Network
Reach
China
Baidu Space
24%
India
Orkut
43%
Japan
MIXI.JP
17%
South Korea
CyWorld
48%
Taiwan
Wretch.cc
58%
Hong Kong
Facebook
53%
New Zealand
Facebook
48%
Singapore
Facebook
66%
Australia
Facebook
55%
Indonesia
Facebook
80%
Malaysia
Facebook
39%
Philippines
Friendster
69%
Vietnam
Facebook
40%
19
Source: comScore World Metrix, August 2009
Regional Social Networks
Facebook
Half of Web Users in the Region Turn to the Web for News ■ 55.2% of web users in Asia Pacific visited a News/Info site, and spent an average of 50 minutes
News/Information Sites % Reach
■ Though Japan is not the heaviest user of the category overall, Japanese web users are more likely to visit each of the subcategories, outpacing the regional averages
Apac Reach
55.2
Vietnam
80.4
South Korea
74.2
Japan
67.5
Taiwan
Asia Pacific Visiting to News/Info Categories % Reach News/Information
55.2
General News
Politics
50.6
42.7
Newspapers Weather
Time Spent (Minutes)
27.7 8.6 3.5
Australia
7.3 4.7
20
60.4 51.5
China
49.7
Singapore
49.3
Indonesia
22.3
© comScore, Inc. Proprietary and Confidential.
HK
New Zealand
28.0
64.4
47.5 45.5
Philippines
42.8
Malaysia
41.9
India
41.8
Source: comScore World Metrix, August 2009
Search ■ China and Japan lead the region in total Search volume, due to the relative rela size of their markets, but Korea, Australia, and Singapore lead the region in search activity on a normalized basis ■ Searches on Google account for two-thirds of global searches; in Asia-Pacific, Google accounts for less than 45% Search Intensity
Asia vs WW Share of Searches
Average Searches per Searcher Asia Pacific
84.5
South Korea
133.1
Australia
125.0
Singapore
124.8
Hong Kong
121.5
New Zealand
113.8
Japan
110.7
Malaysia
83.1
India Taiwan China
79.2 75.6 61.7
© comScore, Inc. Proprietary and Confidential.
21
Source: comScore qSearch, August 2009
Google Trails where Local Language is Dominant and There is a Strong Local Challenger ■ In most Asian markets, Google takes the lion’s share of search activity, but in a few, it takes second- or even third-seat to dominant local providers ■ Intuitive locally-focused, in-language results = strong local brand China
Google Share of Search % of Total Searches Conducted on Google Asia Pacific
TENCENT Inc., 6%
83.3
New Zealand
79.6
Singapore
71.1
Malaysia
70.1
Japan
All Other, 9%
Share of Searches NHN Corporation, 50%
30.7
Taiwan
Google Sites, 9%
South Korea
47.0
Hong Kong
Korea
Alibaba.com Corporation, 7%
88.8
Australia
China
Baidu.com Inc., 64%
44.9
India
Google Sites, 14%
Share of Searches
Yahoo! Sites, 8% SK Group, 3%
21.2
Lycos Sites, 24%
14.0
8.5
All Other, 31%
© comScore, Inc. Proprietary and Confidential.
22
Source: comScore qSearch, August 2009
Online Retail ■ Visiting to Retail sites is strongest in Japan and South Korea ■ E Commerce still certainly in its infancy in countries like Malaysia, Indonesia, and India; ■ Consumers visit retail/product sites and comparison shop online even when they are not yet confident of the security of online transactions, or would otherwise prefer to make their actual purchases offline Retail
Comparison Shopping
% Reach
% Reach
Asia Pacific
Asia Pacific
54.4
Japan
Japan
73.7
South Korea
18.2
Taiwan
55.2
Singapore
44.2
Australia
57.5
Taiwan
57.6
South Korea
69.4
Australia
21.4
36.9
Singapore
53.8
9.6
New Zealand
51.4
New Zealand
13.7
Hong Kong
51.3
Hong Kong
13.8
China
50.4
China
14.8
Vietnam
Vietnam
46.7
2.6
Philippines
40.2
Philippines
India
39.9
India
6.5
8.5
Indonesia
36.3
Indonesia
5.3
Malaysia
35.8
Malaysia
6.1
© comScore, Inc. Proprietary and Confidential.
23
Source: comScore World Metrix, August 2009
Retail Subcategories ■ Product categories that will lead online Retail will vary by country, depending on local interest and presence of local providers % Reach of Retail Subcategories by Country Asia Pacific
Retail Comparison Shopping Books Computer Hardware Consumer Electronics Computer Software Apparel Health Care Mall Fragrances/Cosmetics Retail - Music Retail - Food Department Stores Tickets Flowers/Gifts/Greetings Jewelry/Luxury Goods/Accessories Consumer Goods Sports/Outdoor Home Furnishings Toys
Japan
South Korea
Australia
Taiwan Singapore
New Zealand
Hong Kong
China
Vietnam Philippines
54.4 73.7 69.4 57.5 55.2 53.8 51.4 51.3 50.4 46.7 21.4 57.6 44.2 18.2 36.9 9.6 13.7 13.8 14.8 2.6 17.8 41.0 8.2 21.1 10.9 18.1 19.1 13.8 14.5 10.4 11.3 23.6 11.9 22.4 7.5 18.7 15.6 16.9 6.5 5.5 11.0 14.1 25.3 8.2 12.4 11.6 9.1 17.1 9.9 8.6 9.2 10.5 10.1 12.1 9.5 12.9 11.3 8.6 6.1 8.8 8.9 19.6 11.9 10.9 8.0 10.0 10.1 7.6 7.8 1.5 5.1 9.0 0.6 2.6 1.0 2.3 2.2 1.2 7.0 0.5 5.1 14.4 15.2 2.4 0.9 0.8 1.0 1.4 3.8 0.1 3.8 13.9 2.4 2.7 7.0 2.1 2.3 4.7 2.0 2.6 3.5 14.1 2.1 4.8 2.6 3.0 3.5 6.6 1.4 0.4 3.0 15.2 1.9 3.6 1.0 3.5 4.0 1.9 0.5 0.8 2.8 4.5 16.1 6.3 0.6 1.2 2.3 0.9 1.5 0.3 1.9 6.9 4.2 7.1 1.8 4.0 4.4 2.9 0.3 0.1 1.7 1.9 1.5 5.1 0.2 3.6 3.9 1.9 0.4 0.8 1.4 1.4 1.4 1.3 1.2
2.8 7.4 5.5 4.5 5.1
0.6 0.0 0.9 1.0 0.6
3.2 0.9 4.6 3.0 2.8
0.8 0.3 0.4 1.4 0.7
© comScore, Inc. Proprietary and Confidential.
3.4 1.1 2.2 1.3 2.1 24
1.7 1.5 3.4 1.2 1.9
2.2 0.3 0.9 1.4 2.3
1.0 0.2 0.1 0.5 0.1
0.9 0.1 0.3 0.1 1.9
Source: comScore World Metrix, August 2009
40.2 8.5 15.0 10.8 4.8 11.4 5.4 1.7 0.4 0.9 2.5 0.5 1.1 0.4 2.9 1.5 0.5 1.4 0.8 1.4
India
Indonesia Malaysia
39.9 36.3 35.8 6.5 5.3 6.1 13.4 8.8 10.8 9.6 12.6 10.4 7.6 12.0 4.2 14.1 11.8 9.6 2.5 3.2 3.8 1.9 0.6 1.1 0.9 0.3 0.3 0.6 0.5 0.9 1.0 1.6 1.6 0.7 0.2 1.3 0.9 0.5 0.5 1.1 0.3 0.5 4.3 1.9 2.0 1.2 0.9 0.6 0.7 0.5
0.8 0.1 1.2 0.5 0.9
0.8 0.3 1.0 1.1 0.8
Summary of Key Findings Asia Pacific is the dominant regional audience and will be critical in the global Internet competition
Web penetration will continue to increase in emerging markets within Asia, and even in markets where web usage is well-established, increased broadband adoption will drive additional consumption
Though Yahoo!, Google, MSN and other U.S. brands currently lead the Top Property rankings in this region, there are a host of local sites that are already carving out regional niches, and are poised to take market share
Internet usage is distinct by market – High broadband penetration drives increased Entertainment usage in Japan, Hong Kong, Singapore – Social Networks in China, India, Korea, and Japan are holding Facebook off – for now. Elsewhere,
Facebook has overtaken Friendster and MySpace to be the dominant SN in the region – E-commerce and online shopping is still in its infancy in Asia
In this extremely diverse region, effective localization is critical: a strong global brand is not sufficient for success. Language is important, but understanding and catering to the online and offline culture is important as well
© comScore, Inc. Proprietary and Confidential.
25
Thank You If you have questions or comments on today’s presentation, please email Joe Nguyen at [email protected]
A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
An audio recording of today’s presentation will be available at www.comscore.com/library
Stay up to date on the latest comScore News: – Follow us on Twitter: twitter.com/comScore – Join our mailing list: www.comscore.com/join
© comScore, Inc. Proprietary and Confidential.
26
Joe Nguyen, Vice President for Southeast Asia, comScore, Inc. Note: A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
Our Story in Numbers Corporate headquarters: Reston,
The Only Global Measurement of Audience and e-Commerce
USA
– Offices in London, Paris,
Dusseldorf, Madrid, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto, Singapore Year founded: 1999
Employees: 550 Successful IPO (NASDAQ: SCOR) – June 26, 2007
2 million panelists WW Number of Domains coded in Dictionary: 591,770
38 Media Metrix Reported Countries
700 Servers + 1000 TB of Storage
170+ Countries with Panel Presence
© comScore, Inc. Proprietary and Confidential.
2
1,200 Customers and a 90%+ Subscription Repeat Rate Media
Agencies
Telecom/ Mobile
Financial
© comScore, Inc. Proprietary and Confidential.
Retail
3
Travel
CPG
Pharma
Technology
History of Leadership in Digital Marketing Measurement To Meter Cell Phones To Provide Behavioral Ad Effectiveness (Campaign Metrix) To Measure Video Streaming (Video Metrix) To Deliver a Worldwide Internet Audience Measurement (World Metrix) To Measure the Search Market (qSearch) To Build and Project from 2M+ Longitudinal Panel To Monitor and Report eCommerce Data
External Recognition WORLD ECONOMIC FORUM Technology Pioneer 2007
Top 100 Innovative Companies December 2004
© comScore, Inc. Proprietary and Confidential.
4
World’s Largest Windows Database December 2001, 2003, 2005
Media Metrix Reporting Markets
Countries Currently Reporting
Currently in Beta as of Q3 2009
Australia
Indonesia
China
Philippines
Hong Kong
Vietnam
India Japan
Other Regions Currently Reporting
Malaysia New Zealand
Worldwide – 172 countries
Singapore
North America
South Korea
Latin America
Taiwan
Asia Pacific Europe © comScore, Inc. Proprietary and Confidential.
5
Asia is Fueling WW Internet Growth Global growth at 4%; tipped the 1
Worldwide Online Population (Millions)
billion mark in the past year
Growth is flat in North America,
+4%
1,165.2
European growth driven by Russia
960.2
Latin America and Middle East/Africa show rapid growth on a percentage basis but Asia’s growth is on a much larger base
August 2009
Online Population by Region (Millions)
+22% 477.2
August 2008
Aug 2008 Aug 2009
+20%
389.6 325.6
+4%
271.1
191.0
183.8
+28% 70.3
Asia Pacific
Europe
North America
© comScore, Inc. Proprietary and Confidential.
6
90.2
Latin America
+79% 45.4
81.2
Middle East - Africa
Source: comScore Media Metrix, August 2008 to August 2009
China is Driving Regional Growth ■ China continues explosive growth, with many other countries in the region also continuing to show expansion Internet Users (MM) In Asia Pacific Region 164.6
China
215.5 57.4 67.6
Japan 30.3 35.4
India
26.5 29.0
South Korea Australia
11.3 12.6
+12
Taiwan
10.5 11.9
+13
Malaysia
8.6 9.4
Hong Kong
+4
Singapore
2.4 2.3
+14
New Zealand
2.3 2.6
+15
Other Asia Pacific
+18
CNNIC estimates 298 MM total Internet users* in China as of Dec 2008, up 41.9 percent from 210 MM a year earlier. The increase of 88MM is approximately twice the size of the online population in France!
+17 +10
+9
3.8 3.9
+31
* including ages 6+ and people accessing the Internet from shared computers and Internet cafes
72.1 86.6
+20
Internet users ages 15+ accessing the internet from a Home or Work computer © comScore, Inc. Proprietary and Confidential.
7
Source: comScore World Metrix, August 2009 vs. August 2008
Internet Usage in Asia ■ Users in Hong Kong, Singapore, and Vietnam spend the most time online
Average Time Online Hours per Visitor, August 2009
■ Countries with high broadband availability and penetration are more likely to have heavier internet usage
Asia Pacific
16.9
Hong Kong
25.6
Singapore
■ As broadband becomes more widely available in the region, usage will also increase ■ 3G USB Modems are making headway into many Asian markets and increasing broadband penetration
■ Currently, however, the region’s usage is below the global average of 22.4 hours per user in August 2009
21.4
Vietnam
19.9
Australia
19.6
Japan
19.2
South Korea
18.1
Taiwan
18.1
Philippines
17.8
Indonesia
15.8
New Zealand
15.4
China Malaysia India
© comScore, Inc. Proprietary and Confidential.
8
Source: comScore World Metrix, August 2009
14.9 14.1 11.0
The Global Audience is Vital to Top Properties ■ Though they are all based in the United States, the Top 15 Global properties source the majority of their audience from outside the U.S. However, the top global sites’ appeal to the Asian Pacific audience is below average ■ Global sites’ ability to develop or acquire local channels is important to international growth, but is crucial in this region ■ Tencent, Inc., the parent property of the very popular Instant Messenger application QQ, is the first Asian property to break into the Top 15. However, almost all of its traffic comes from Asia, particularly from mainland China.
Audience Geography Worldwide Top 15 Properties August 2009
Total Internet Google Sites Microsoft Sites Yahoo! Sites Facebook.com Wikimedia Foundation Sites AOL LLC eBay Amazon Sites CBS Interactive Ask Network Apple Inc. Fox Interactive Media The Mozilla Organization Adobe Sites Tencent Inc.
WorldWide UV
% Non-US
% Asia Pacific
1,165,194 867,618 707,803 595,983 389,525 307,641 260,547 243,335 200,671 194,036 189,937 176,468 164,612 161,893 148,378 145,701
86% 84% 84% 77% 77% 81% 66% 74% 70% 76% 65% 73% 59% 83% 77% 100%
41% 33% 30% 38% 18% 25% 14% 16% 27% 36% 15% 26% 15% 20% 26% 99%
Asia Pac share for most sites are below the Total Internet average © comScore, Inc. Proprietary and Confidential.
9
Source: comScore World Metrix, August 2009
Global Sites’ appeal to Asian Audiences ■ The Asia Pacific region is extremely diverse ■ A strong global brand is not sufficient for success here, true localization is important; in some markets, it is critical Non-US
Asia Pacific
China
Japan
South Korea
India
Australia
Taiwan
Malaysia
Hong Kong
New Singapore Zealand
Total Internet
85.6%
41.0%
18.5%
5.8%
3.0%
2.5%
1.1%
1.0%
0.8%
0.3%
0.2%
0.2%
Google Sites
98
80
50
95
103
65
114
82
103
87
111
109
Microsoft Sites
98
74
53
84
64
70
127
97
88
109
128
113
Yahoo! Sites
90
93
33
162
141
90
92
161
137
156
139
93
Facebook.com Wikimedia Foundation Sites
90
45
0
12
69
22
164
24
116
160
196
143
95
61
6
161
90
38
124
53
89
84
129
111
AOL LLC
77
33
4
24
75
14
98
26
78
42
66
186
eBay
86
40
18
18
44
151
186
41
50
41
88
87
Amazon Sites
82
66
28
212
60
15
105
27
52
48
90
100
CBS Interactive
89
87
97
41
86
79
128
50
93
62
131
119
Ask Network
76
36
3
17
118
17
148
10
84
35
141
102
Apple Inc.
85
65
15
179
50
45
216
52
52
121
155
171
Fox Interactive Media The Mozilla Organization
69
36
19
34
35
20
220
9
120
20
77
98
97
49
6
62
85
26
106
44
109
66
135
96
Adobe Sites
90
64
35
93
73
78
99
64
92
88
121
101
Tencent Inc.
116
242
507
4
0
26
7
52
26
110
35
5
Index = each country or region’s share of traffic to each site, compared to that country or region’s share of the worldwide internet population x 100 © comScore, Inc. Proprietary and Confidential.
10
Source: comScore World Metrix, August 2009
Audiences Worldwide Prefer to Consume Content in their Native Languages Europe Asia Pacific Australia
UnitedKingdom Ireland
Denmark
Canada
NewZealand Norway
India
PuertoRico
Sweden
Singapore
Portugal
Malaysia
Finland
Hong Kong
Americas, MidEast & Africa
Colombia Venezuela
Switzerland
Mexico
Belgium
Chile
Netherlands
Argentina
South Korea Taiwan
Austria
Japan
Italy
China
Turkey
Brazil SouthAf rica Israel
Spain France
English
Germany
non-English Local Language
Other
Russia
© comScore, Inc. Proprietary and Confidential.
11
Source: comScore Custom Analysis of Page Views by Language, May 2009
Local Sites Lead in Asia Pacific Region – August 2009 ■ Half of the Top 20 Properties for the region are Chinese sites Unique Visitors in Asia
Asia Pacific Minutes/ Reach Visitor
Google Sites
283,806
59.5
112.4
Yahoo! Sites
227,182
47.6
182.6
Microsoft Sites
214,008
44.8
152.4
Tencent Inc.
144,302
30.2
315.4
Baidu.com Inc.
143,458
30.1
65.1
SINA Corporation
106,473
22.3
40.3
Alibaba.com Corporation
90,107
18.9
62.9
Sohu.com Inc.
81,992
17.2
35.3
NetEase.com Inc.
81,324
17.0
35.8
Wikimedia Foundation Sites
77,365
16.2
13.8
Xunlei Networking
72,541
15.2
49.8
Facebook.com
71,153
14.9
152.7
CBS Interactive
69,490
14.6
8.8
Tudou Sites
57,866
12.1
27.0
Amazon Sites
54,014
11.3
12.5
Youku
51,308
10.8
47.4
Oak Pacific Interactive Sites
49,435
10.4
98.2
Apple Inc.
46,731
9.8
5.4
PConline.cn Sites
44,015
9.2
10.2
eBay
40,140
8.4
39.7
■ Particularly within China, Korea, and Japan, majority of Top Domains are local sites or localized versions of global sites
© comScore, Inc. Proprietary and Confidential.
China QQ.COM BAIDU.COM SINA.COM.CN SOSO.COM 163.COM GOOGLE.CN TAOBAO.COM XUNLEI.COM SOHU.COM TUDOU.COM
Unique Visitors
133,796 130,943 96,739 88,013 76,171 70,199 61,879 61,520 60,789 52,752
Japan YAHOO.CO.JP GOOGLE.CO.JP FC2.COM RAKUTEN.CO.JP GOO.NE.JP WIKIPEDIA.ORG YOUTUBE.COM GOOGLE.COM AMAZON.CO.JP NIFTY.COM
12
Source: comScore World Metrix, August 2009
Korea NAVER.COM DAUM.NET NATE.COM GOMTV.COM CYWORLD.COM JOINS.COM TISTORY.COM GOOGLE.CO.KR GMARKET.CO.KR YAHOO.CO.KR
Unique Visitors
54,887 39,417 34,146 33,307 28,914 28,739 28,009 25,476 24,125 22,892
Unique Visitors
22,715 21,957 14,608 14,590 13,886 12,155 11,167 10,715 10,370 10,039
Age Distribution of Asia Pacific Web Audience Internet Population Age Distribution by Country
■ On average, the Asia Pacific audience skews slightly younger than the average global Internet population
China
34%
India Asia Pacific Worldwide
30% 28%
29% 26%
22% 22%
11%
Persons: 25-34
Persons: 45-54
Persons: 55+
41%
Malaysia
23%
36%
38%
8%
15% 7%
26%
23%
9% 5%
14% 10% Japan
Persons: 15-24
32%
18%
23%
23%
17%
19%
Persons: 35-44
■ China, India, and Malaysia skew substantially young: 77% of India’s web population is under 35, compared to 54% of the global population ■ Not surprisingly, countries with higher internet penetration = more mature web audiences © comScore, Inc. Proprietary and Confidential.
South Korea
22%
Australia
21%
Taiwan
25%
26% 20%
26% 21%
29%
18% 18%
8%
19%
22%
15% 9%
Hong Kong
21%
24%
26%
20%
9%
Singapore
20%
25%
27%
19%
9%
New Zealand
22%
23%
13
Persons: 15-24
Persons: 25-34
Persons: 45-54
Persons: 55+
20%
16%
Persons: 35-44
19%
How Does Asia Use the Internet? ■ Entertainment is most popular category in Asia Pacific (includes Music, Movies, TV, Multimedia, Entertainment News, Humor)
Key Site Categories Asia Pacific Internet Audience % Reach Entertainment
71.2
■ E-mail is still very important to web users, despite the contact that alternatives provide (SMS, IM, SNs) ■ Popularity of Social networks is unsurprising, with more than half of all internet users visiting a Social networking site during the month
59.0
Social Networking
56.1
News/Information
55.2
Retail
54.4
Blogs
48.5
Technology
47.6
Community
47.5
Games
47.1
Business/Finance
■ Though e-commerce is certainly still in its infancy in this region, visiting to Retail sites is robust, with more than half of Apac web users visiting a Retail site
Photos
34.2
Instant Messengers
31.8
Sports
■ Diversity of this region means there is wide variation among individual countries
26.3
Education
23.6
Travel
22.7
Career Services and… Automotive Health Government
© comScore, Inc. Proprietary and Confidential.
39.9
14
20.8 17.6 14.8 10.1
Source: comScore World Metrix, August 2009
Entertainment Reach and Usage ■ Entertainment Reach is highest in South Korea, Singapore, and the Philippines ■ Web users in Singapore, Japan, and Hong Kong spend the most time on Entertainment ■ Entertainment consumption is closely linked to broadband penetration, due to high bandwidth requirements of audio and video streaming and downloading Entertainment Avg Hours/User
Entertainment % Reach Asia Pacific
Asia Pacific
71.2
South Korea
2.5
South Korea
83.8
Singapore
79.2
Singapore
Philippines
78.0
Philippines
Vietnam
76.2
Vietnam
Japan
75.7
Japan
2.7 4.1 2.5 1.8 4.3
Australia
73.4
Australia
HK
72.7
HK
Malaysia
71.0
Malaysia
2.4
New Zealand
70.1
New Zealand
2.4
2.3 3.8
Indonesia
65.9
Indonesia
1.4
Taiwan
65.7
Taiwan
1.3 1.3
India
63.8
India
China
63.8
China
© comScore, Inc. Proprietary and Confidential.
15
2.3
Source: comScore World Metrix, August 2009
Top Entertainment Sites ■ With the exception of YouTube and a handful of others, the Top Entertainment Properties in the region are predominantly Chinese sites Top Entertainment Sites – Asia Pacific Average Total Unique % Reach Minutes per Visitors (000) Visit Total Internet : Total Audience Entertainment YOUTUBE.COM CBS Interactive QQ.COM Music Tudou Sites Youku QQ.COM Entertainment QQ.COM Show iTunes Software (App) KuGou Inc. SINA Podcast Baidu Top Music Albums PPStream, Inc. Sony Online SINA Entertainment Xunlei Movie RENREN.COM AOL Music QIANQIAN.COM
© comScore, Inc. Proprietary and Confidential.
477,217 339,708 97,658 69,490 57,901 57,866 51,308 47,018 45,614 34,396 34,328 33,932 33,913 33,286 26,554 25,312 23,482 22,526 22,330 22,041
16
100.0 71.2 20.5 14.6 12.1 12.1 10.8 9.9 9.6 7.2 7.2 7.1 7.1 7.0 5.6 5.3 4.9 4.7 4.7 4.6
1,015.0 148.5 142.3 8.8 30.8 27.0 47.4 16.5 5.5 10.3 1.4 10.3 54.7 8.2 7.1 7.4 129.6 2.9 8.2
Source: comScore World Metrix, August 2009
YouTube Drives Entertainment Category in most Countries ■ With 340 million Unique Visitors in Asia Pacific, YouTube is certainly the most popular Entertainment site in the region ■ In many countries, it takes a substantial share of all time spent on Entertainment content. In countries where this is not the case, local providers were able to maintain early market share YouTube
YouTube
% Reach Asia Pacific
Share of Entertainment Minutes
20.5
Asia Pacific
Singapore
57.8
Philippines
28%
Singapore
55.6
60%
Philippines
64%
Australia
47.0
Australia
60%
New Zealand
46.9
New Zealand
61%
Malaysia
59%
Malaysia
45.0
Japan
41.4
Japan
Hong Kong
40.3
Hong Kong
Indonesia
34.2
India
30.4
Taiwan
27.7
Vietnam
China
Indonesia
49%
India
46%
Vietnam
12.3
35% 16%
South Korea 11%
0.1
China
© comScore, Inc. Proprietary and Confidential.
44%
Taiwan
25.0
South Korea
48%
17
0%
Source: comScore World Metrix, August 2009
Facebook Takes Over in Most Asian Markets; Friendster Loses Last Summer’s Lead ■ Facebook has more than doubled its share in Asia Pacific to become the leading Social Network in the region ■ A number of social networks are challenging Baidu Space for share of the Chinese market in this category ■ Friendster’s reach has shrunk significantly, dropped its lead among the multiregional Social Networks competing in this region
Social Networks Asia Pacific % Reach 6.4%
FACEBOOK.COM
14.9% 11.7% 11.4%
Baidu Space QQ.COM Alumni
1.3% 8.0% 4.7% 4.6% 3.5% 4.7%
Windows Live Profile QQ.COM Mini World KAIXIN001.COM Orkut CyWorld 51.COM HI5.COM MySpace Sites FRIENDSTER.COM MIXI.JP TWITTER.COM
KAIXIN.COM
© comScore, Inc. Proprietary and Confidential.
18
0.8% 4.9% 4.3% 4.5% 4.8% 3.8% 4.9% 3.7% 3.9% 3.3% 4.4% 3.2% 8.4% 2.9% 3.7% 2.5% 0.2% 2.2% 0.6% 2.4% Aug-2008
Aug-2009
YOY Aug ‘08 Increase SN Rank
+9%
#8
0%
#2
+7%
N/A
0%
N/A
+1%
N/A
+4%
N/A
0%
#14
-1%
#12
-1%
#10
-1%
#15
-1%
#18
-6%
#5
-1%
#16
+2%
N/A
+2%
N/A
Concentrated strongholds for certain local SNs … and Facebook almost everywhere else Top Social Networks
■ Language considerations gave local Social Networks in certain countries an early-mover advantage ■ Switching costs for Social Networking users are relatively high, and the nature of user recruitment (“friending”) lets these sites maintain concentrated strongholds ■ Elsewhere, translation efforts by Facebook have allowed it to enter nonEnglish-speaking Asian markets, and to overtake Friendster, which initially had a strong presence in Southeast Asia
© comScore, Inc. Proprietary and Confidential.
Country
Social Network
Reach
China
Baidu Space
24%
India
Orkut
43%
Japan
MIXI.JP
17%
South Korea
CyWorld
48%
Taiwan
Wretch.cc
58%
Hong Kong
53%
New Zealand
48%
Singapore
66%
Australia
55%
Indonesia
80%
Malaysia
39%
Philippines
Friendster
69%
Vietnam
40%
19
Source: comScore World Metrix, August 2009
Regional Social Networks
Half of Web Users in the Region Turn to the Web for News ■ 55.2% of web users in Asia Pacific visited a News/Info site, and spent an average of 50 minutes
News/Information Sites % Reach
■ Though Japan is not the heaviest user of the category overall, Japanese web users are more likely to visit each of the subcategories, outpacing the regional averages
Apac Reach
55.2
Vietnam
80.4
South Korea
74.2
Japan
67.5
Taiwan
Asia Pacific Visiting to News/Info Categories % Reach News/Information
55.2
General News
Politics
50.6
42.7
Newspapers Weather
Time Spent (Minutes)
27.7 8.6 3.5
Australia
7.3 4.7
20
60.4 51.5
China
49.7
Singapore
49.3
Indonesia
22.3
© comScore, Inc. Proprietary and Confidential.
HK
New Zealand
28.0
64.4
47.5 45.5
Philippines
42.8
Malaysia
41.9
India
41.8
Source: comScore World Metrix, August 2009
Search ■ China and Japan lead the region in total Search volume, due to the relative rela size of their markets, but Korea, Australia, and Singapore lead the region in search activity on a normalized basis ■ Searches on Google account for two-thirds of global searches; in Asia-Pacific, Google accounts for less than 45% Search Intensity
Asia vs WW Share of Searches
Average Searches per Searcher Asia Pacific
84.5
South Korea
133.1
Australia
125.0
Singapore
124.8
Hong Kong
121.5
New Zealand
113.8
Japan
110.7
Malaysia
83.1
India Taiwan China
79.2 75.6 61.7
© comScore, Inc. Proprietary and Confidential.
21
Source: comScore qSearch, August 2009
Google Trails where Local Language is Dominant and There is a Strong Local Challenger ■ In most Asian markets, Google takes the lion’s share of search activity, but in a few, it takes second- or even third-seat to dominant local providers ■ Intuitive locally-focused, in-language results = strong local brand China
Google Share of Search % of Total Searches Conducted on Google Asia Pacific
TENCENT Inc., 6%
83.3
New Zealand
79.6
Singapore
71.1
Malaysia
70.1
Japan
All Other, 9%
Share of Searches NHN Corporation, 50%
30.7
Taiwan
Google Sites, 9%
South Korea
47.0
Hong Kong
Korea
Alibaba.com Corporation, 7%
88.8
Australia
China
Baidu.com Inc., 64%
44.9
India
Google Sites, 14%
Share of Searches
Yahoo! Sites, 8% SK Group, 3%
21.2
Lycos Sites, 24%
14.0
8.5
All Other, 31%
© comScore, Inc. Proprietary and Confidential.
22
Source: comScore qSearch, August 2009
Online Retail ■ Visiting to Retail sites is strongest in Japan and South Korea ■ E Commerce still certainly in its infancy in countries like Malaysia, Indonesia, and India; ■ Consumers visit retail/product sites and comparison shop online even when they are not yet confident of the security of online transactions, or would otherwise prefer to make their actual purchases offline Retail
Comparison Shopping
% Reach
% Reach
Asia Pacific
Asia Pacific
54.4
Japan
Japan
73.7
South Korea
18.2
Taiwan
55.2
Singapore
44.2
Australia
57.5
Taiwan
57.6
South Korea
69.4
Australia
21.4
36.9
Singapore
53.8
9.6
New Zealand
51.4
New Zealand
13.7
Hong Kong
51.3
Hong Kong
13.8
China
50.4
China
14.8
Vietnam
Vietnam
46.7
2.6
Philippines
40.2
Philippines
India
39.9
India
6.5
8.5
Indonesia
36.3
Indonesia
5.3
Malaysia
35.8
Malaysia
6.1
© comScore, Inc. Proprietary and Confidential.
23
Source: comScore World Metrix, August 2009
Retail Subcategories ■ Product categories that will lead online Retail will vary by country, depending on local interest and presence of local providers % Reach of Retail Subcategories by Country Asia Pacific
Retail Comparison Shopping Books Computer Hardware Consumer Electronics Computer Software Apparel Health Care Mall Fragrances/Cosmetics Retail - Music Retail - Food Department Stores Tickets Flowers/Gifts/Greetings Jewelry/Luxury Goods/Accessories Consumer Goods Sports/Outdoor Home Furnishings Toys
Japan
South Korea
Australia
Taiwan Singapore
New Zealand
Hong Kong
China
Vietnam Philippines
54.4 73.7 69.4 57.5 55.2 53.8 51.4 51.3 50.4 46.7 21.4 57.6 44.2 18.2 36.9 9.6 13.7 13.8 14.8 2.6 17.8 41.0 8.2 21.1 10.9 18.1 19.1 13.8 14.5 10.4 11.3 23.6 11.9 22.4 7.5 18.7 15.6 16.9 6.5 5.5 11.0 14.1 25.3 8.2 12.4 11.6 9.1 17.1 9.9 8.6 9.2 10.5 10.1 12.1 9.5 12.9 11.3 8.6 6.1 8.8 8.9 19.6 11.9 10.9 8.0 10.0 10.1 7.6 7.8 1.5 5.1 9.0 0.6 2.6 1.0 2.3 2.2 1.2 7.0 0.5 5.1 14.4 15.2 2.4 0.9 0.8 1.0 1.4 3.8 0.1 3.8 13.9 2.4 2.7 7.0 2.1 2.3 4.7 2.0 2.6 3.5 14.1 2.1 4.8 2.6 3.0 3.5 6.6 1.4 0.4 3.0 15.2 1.9 3.6 1.0 3.5 4.0 1.9 0.5 0.8 2.8 4.5 16.1 6.3 0.6 1.2 2.3 0.9 1.5 0.3 1.9 6.9 4.2 7.1 1.8 4.0 4.4 2.9 0.3 0.1 1.7 1.9 1.5 5.1 0.2 3.6 3.9 1.9 0.4 0.8 1.4 1.4 1.4 1.3 1.2
2.8 7.4 5.5 4.5 5.1
0.6 0.0 0.9 1.0 0.6
3.2 0.9 4.6 3.0 2.8
0.8 0.3 0.4 1.4 0.7
© comScore, Inc. Proprietary and Confidential.
3.4 1.1 2.2 1.3 2.1 24
1.7 1.5 3.4 1.2 1.9
2.2 0.3 0.9 1.4 2.3
1.0 0.2 0.1 0.5 0.1
0.9 0.1 0.3 0.1 1.9
Source: comScore World Metrix, August 2009
40.2 8.5 15.0 10.8 4.8 11.4 5.4 1.7 0.4 0.9 2.5 0.5 1.1 0.4 2.9 1.5 0.5 1.4 0.8 1.4
India
Indonesia Malaysia
39.9 36.3 35.8 6.5 5.3 6.1 13.4 8.8 10.8 9.6 12.6 10.4 7.6 12.0 4.2 14.1 11.8 9.6 2.5 3.2 3.8 1.9 0.6 1.1 0.9 0.3 0.3 0.6 0.5 0.9 1.0 1.6 1.6 0.7 0.2 1.3 0.9 0.5 0.5 1.1 0.3 0.5 4.3 1.9 2.0 1.2 0.9 0.6 0.7 0.5
0.8 0.1 1.2 0.5 0.9
0.8 0.3 1.0 1.1 0.8
Summary of Key Findings Asia Pacific is the dominant regional audience and will be critical in the global Internet competition
Web penetration will continue to increase in emerging markets within Asia, and even in markets where web usage is well-established, increased broadband adoption will drive additional consumption
Though Yahoo!, Google, MSN and other U.S. brands currently lead the Top Property rankings in this region, there are a host of local sites that are already carving out regional niches, and are poised to take market share
Internet usage is distinct by market – High broadband penetration drives increased Entertainment usage in Japan, Hong Kong, Singapore – Social Networks in China, India, Korea, and Japan are holding Facebook off – for now. Elsewhere,
Facebook has overtaken Friendster and MySpace to be the dominant SN in the region – E-commerce and online shopping is still in its infancy in Asia
In this extremely diverse region, effective localization is critical: a strong global brand is not sufficient for success. Language is important, but understanding and catering to the online and offline culture is important as well
© comScore, Inc. Proprietary and Confidential.
25
Thank You If you have questions or comments on today’s presentation, please email Joe Nguyen at [email protected]
A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
An audio recording of today’s presentation will be available at www.comscore.com/library
Stay up to date on the latest comScore News: – Follow us on Twitter: twitter.com/comScore – Join our mailing list: www.comscore.com/join
© comScore, Inc. Proprietary and Confidential.
26
Related Documents
Asia Pacific
June 2020 6
State Of Retail Comscore Feb09
December 2019 3
Rkj 1983 Asia Pacific
November 2019 18
Asia Pacific Studies
June 2020 9
[asia Pacific] Gene Lungay
November 2019 22More Documents from ""
Ghid Bune Practici
October 2019 5
