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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 USA of Audience and e-Commerce – 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 38 Media Metrix Reported Countries Dictionary: 591,770 170+ Countries with Panel Presence 700 Servers + 1000 TB of Storage © comScore, Inc. Proprietary and Confidential. 2 1,200 Customers and a 90%+ Subscription Repeat Rate Telecom/ Media Agencies Financial Retail Travel CPG Pharma Technology Mobile © comScore, Inc. Proprietary and Confidential. 3 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 Top 100 World’s Largest FORUM Innovative Companies Windows Database Technology Pioneer December 2004 December 2001, 2007 2003, 2005 © comScore, Inc. Proprietary and Confidential. 4 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 21%; tipped the 1 Worldwide Online Population billion mark in the past year (Millions) Growth is flat in North America, +21% European growth driven by Russia 1,165.2 960.2 Latin America and Middle East/Africa show rapid growth on a percentage basis but Asia’s growth is on a much larger base August 2008 August 2009 Online Population by Region Aug 2008 +22% (Millions) Aug 2009 477.2 +20% 389.6 325.6 +4% 271.1 +28% 183.8 191.0 +79% 90.2 81.2 70.3 45.4 Asia Pacific Europe North America Latin America Middle East - Africa © comScore, Inc. Proprietary and Confidential. 6 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 +31 215.5 57.4 Japan +18 67.6 30.3 CNNIC estimates 298 MM India +17 35.4 total Internet users* in 26.5 China as of Dec 2008, up South Korea +10 29.0 41.9 percent from 210 MM 11.3 a year earlier. The Australia +12 12.6 increase of 88MM is 10.5 approximately twice the Taiwan +13 11.9 size of the online 8.6 population in France! Malaysia +9 9.4 * including ages 6+ and people 3.8 Hong Kong +4 accessing the Internet from 3.9 shared computers and Internet 2.4 cafes Singapore 2.3 +14 2.3 New Zealand +15 2.6 Other Asia 72.1 +20 Pacific 86.6 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 ■ Currently, however, the region’s usage is Average Time Online below the global average of 22.4 hours per Hours per Visitor, August 2009 user in August 2009 Asia Pacific 16.9 ■ Users in South Korea, Hong Kong and South Korea 30.6 Singapore spend the most time online Hong Kong 25.6 ■ Countries with high broadband availability Singapore 21.4 and penetration are more likely to have heavier internet usage Vietnam 19.9 Australia 19.6 ■ As broadband becomes more widely available in the region, usage will also Japan 19.2 increase Taiwan 18.1 ■ 3G USB Modems are making headway into Philippines 17.8 many Asian markets and increasing Indonesia 15.8 broadband penetration New Zealand 15.4 China 14.9 Malaysia 14.1 India 11.0 © comScore, Inc. Proprietary and Confidential. 8 Source: comScore World Metrix, August 2009 The Global Audience is Vital to Top Properties ■ Though they are almost all based in the Audience Geography United States, the Top 15 Global Worldwide Top 15 Properties properties source the majority of their August 2009 audience from outside the U.S. World- % % However, the top global sites’ appeal to Wide Non-US Asia the Asian Pacific audience is below UV Pacific Total Internet 1,165,194 86% 41% average Google Sites 867,618 84% 33% Microsoft Sites 707,803 84% 30% ■ Global sites’ ability to develop or acquire Yahoo! Sites 595,983 77% 38% local channels is important to Facebook.com 389,525 77% 18% international growth, but is crucial in this Wikimedia Foundation Sites 307,641 81% 25% AOL LLC 260,547 66% 14% region eBay 243,335 74% 16% Amazon Sites 200,671 70% 27% ■ Tencent, Inc., the parent property of the CBS Interactive 194,036 76% 36% very popular Instant Messenger Ask Network 189,937 65% 15% application QQ, is the first Asian Apple Inc. 176,468 73% 26% Fox Interactive Media 164,612 59% 15% property to break into the Top 15. The Mozilla Organization 161,893 83% 20% However, almost all of its traffic comes Adobe Sites 148,378 77% 26% from Asia, particularly from mainland Tencent Inc. 145,701 100% 99% China. 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 Asia South Hong New Non-US Pacific China Japan India Korea Australia Taiwan Malaysia Kong 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 90 45 0 12 69 22 164 24 116 160 196 143 Wikimedia Foundation Sites 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 69 36 19 34 35 20 220 9 120 20 77 98 The Mozilla Organization 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 Americas, Asia Pacific UnitedKingdom MidEast & Africa Ireland Australia Denmark Canada NewZealand Norway PuertoRico India Sweden Colombia Singapore Portugal Venezuela Malaysia Finland Switzerland Mexico Hong Kong Belgium Chile South Korea Netherlands Argentina Taiwan Austria Brazil Japan Italy SouthAfrica China Turkey Israel Spain France English Germany non-English Local Language Russia Other © 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 ■ Particularly within China, Korea, and Japan, region are Chinese sites majority of Top Domains are local sites or localized versions of global sites Unique Asia Visitors Pacific Minutes/ Unique Unique in Asia Reach Visitor China Visitors Korea Visitors Google Sites 283,806 59.5 112.4 QQ.COM 133,796 NAVER.COM 22,715 Yahoo! Sites 227,182 47.6 182.6 BAIDU.COM 130,943 DAUM.NET 21,957 Microsoft Sites 214,008 44.8 152.4 SINA.COM.CN 96,739 NATE.COM 14,608 Tencent Inc. 144,302 30.2 315.4 SOSO.COM 88,013 GOMTV.COM 14,590 Baidu.com Inc. 143,458 30.1 65.1 163.COM 76,171 CYWORLD.COM 13,886 SINA Corporation 106,473 22.3 40.3 GOOGLE.CN 70,199 JOINS.COM 12,155 Alibaba.com Corporation 90,107 18.9 62.9 TAOBAO.COM 61,879 TISTORY.COM 11,167 XUNLEI.COM 61,520 GOOGLE.CO.KR 10,715 Sohu.com Inc. 81,992 17.2 35.3 SOHU.COM 60,789 GMARKET.CO.KR 10,370 NetEase.com Inc. 81,324 17.0 35.8 TUDOU.COM 52,752 YAHOO.CO.KR 10,039 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 Unique Japan Visitors CBS Interactive 69,490 14.6 8.8 Tudou Sites 57,866 12.1 27.0 YAHOO.CO.JP 54,887 Amazon Sites 54,014 11.3 12.5 GOOGLE.CO.JP 39,417 FC2.COM 34,146 Youku 51,308 10.8 47.4 RAKUTEN.CO.JP 33,307 Oak Pacific Interactive Sites 49,435 10.4 98.2 GOO.NE.JP 28,914 Apple Inc.