About This Data Passport

From emerging markets to converging media, comScore digital business analytics provide clarity in a connected world. This data passport offers a brief glimpse into the vast array of vital insights that only comScore can reveal.

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 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% 0.6% Australia 4.7% 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 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 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 4.4 UK 9% UK 18% United Kingdom 1,012 U.S. 8% Germany 921 18.6 U.S. 18%

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%

In less than a month after it launched, Google+ drew 25 million 1.4 Italy 3% Italy 6% 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 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 Google Mobile 2,115 Maps 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 Stock Quotes or 14.8% 17.5% In June 2011, 9.4 million UK mobile internet users accessed a Service Financial News Digital Books/Magazines 13.0% Sports Information 15.9% recognized* connected mobile application. Data from the GSMA Photo or Video Sharing Restaurant Information 14.4% Mobile Media Metrics (MMM) reports show the first public 12.7% 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 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 Smartphone Users Report Having Used QR Codes Penetration of Mobile Retail Activity Among Mobile Subscribers 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 12% 21% 3.5% 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 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) Relative Chg Q2 2011 Source: comScore E-Commerce Measurement Product Category Growth Rate Q2 Growth +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% Consumer Electronics (x PC Peripherals) Very Strong $171 +9% -5% $85 +26% +12% $84 $80 $77 Books & Magazines Strong +29% $143 +13% $69 $125 Flowers, Greetings & Misc. Gifts Strong $117 +20% Jewelry & Watches Strong $61 +11% $93 +28% $50 Q2 growth rates of 10 to14% $51 +10% Apparel & Accessories Strong $72 +33% +20% +6% 0% $40 +24% $130 $130 $142 Consumer Packaged Goods Strong Travel $30 +24% $123 $102 +13% +26% Video Games, Consoles & Accessories +26% $82 $75 Strong $53 $67 Retail $42 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 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% -11% Age 35-44 11% 29% 40% Age 45-54 6% 19% Change in Average 23% -22% Minutes per Visitor Age 55-64 3% 10% Text Almost Every Day 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 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% Information US 160 Networking Mars 29% Sites Sites 140 Shop Direct 81% 120 AOL 8% UK 100 Mars 26% 80 General Mills 84% 60 Kellogg 59% France Lafayette 14% 40 Retail Auction Sites 20 Sites 0% 20% 40% 60% 80% 100% Instant 0 Messenger Socially-enabled display advertising, which incorporate social Sites 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 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.NET 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 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 France AOL, Inc. 43,915 49.3 17.7 166

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 9.2 Brazil 90 viewers for content videos in June 2011, with 149.3 million unique New Zealand 8.9 New Zealand 93 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 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 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% 14% New Zealand 53% Twitter United Kingdom 52% 18%

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 ABOUT COMSCORE COMSCORE PRODUCT SUITES & SERVICES comScore is a global leader in digital business analytics. comScore cross-media measurement and analytics provide Media Planning & Analysis the clarity and perspective required to analyze, optimize and Identify and profile online consumers. monetize in a connected world. Discover where to best reach a desired audience. Demonstrate a site’s value by defining visitor ® From the industry-leading Media Metrix audience measurement characteristics. comScore Media Planning ™ suite and end-to-end AdEffx advertising effectiveness solution to the & Analysis solutions offer the world-class dynamic Digital Analytix™ web analytics platform and enterprise-level tools needed to identify, reach and target Analytix™ wireless network and customer analytics solutions, comScore online audiences. is elevating digital intelligence at every angle. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit Advertising Effectiveness from the rapidly evolving worldwide web and mobile arena. Validate campaign delivery. Quantify the branding comScore provides syndicated and custom solutions in online impact of digital and cross-media campaigns. Measure the lift in online behaviors, e-commerce audience measurement, e-commerce, advertising, search, video and retail sales. comScore AdEffx™ offers an and mobile and offers dedicated analysts with digital marketing and end-to-end advertising effectiveness solution that vertical-specific industry expertise. Advertising agencies, publishers, combines panel-based behavioral measurement marketers and financial analysts turn to comScore for the industry- with surveys and third-party database matches. leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies. Creative & Messaging Optimization Test an up-front creative strategy. Sort and Agencies Government Telecommunications rank early-stage concepts. Pre-test digital and Automotive Media Travel cross-media campaigns. comScore Creative & Consumer Packaged Mobile University and Academic Messaging Optimization solutions address every Goods Pharmaceutical Wall Street stage of the ad development process and provide Financial Services Retail proven metrics that illuminate performance on each Gaming Technology level of the branding and purchasing funnel.

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Marketing on the Internet There’s so much more to comScore. Design fully integrated marketing strategies. Drive qualified traffic to a content website. comScore is constantly innovating and expanding our vast Boost sales by identifying and reaching new offering of cross-media measurement and analytics solutions. audiences online. comScore Marketing on the Internet solutions provide the superior digital If you found this comScore data passport useful, be sure to also intelligence and consumer insights needed to explore our online resources for the freshest insights on what’s going successfully achieve online objectives. on in the digital world. The comScore Data Mine – a collection of downloadable data gem charts – and our blog can be found on the comScore website at www.comscore.com along with countless other Network & Customer Analytics free resources, such as whitepapers, news, webinars and upcoming events. You can also find us on Facebook, LinkedIn and Twitter. Derive actionable insights from various network data sources. Drive down costs and improve customer We’re here to help you be smarter every day. experience through network configuration, planning and optimization capabilities. comScore Network & Customer Analytics provide a powerful business intelligence platform to aggregate, segment and render network and customer data and further leverage www.comscoredatamine.com comScore’s proprietary dictionaries to drive focused marketing based on subscriber usage behavior. www.facebook.com/comscoreinc Custom Research www.linkedin.com/company/comscore-inc. Get tailored, accurate and actionable insights. Design studies geared toward actual business www.twitter.com/comscore objectives. Measure the success of specific marketing efforts to improve future campaigns. comScore Custom Research studies leverage the massive comScore panel, sophisticated methodologies and expert analysts to deliver actionable marketing insights.

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NORTH AMERICA EUROPE ASIA PACIFIC +1 206 399 9951 United States United Kingdom +1 866 276 6972 +44 (0)20 7099 1760 Australia +62 029 006 1486 Canada France +1 416 646 9900 +33 (0)1 7997 0380 China +86 01 6523 3187 Germany LATIN AMERICA +49 (0)40 37644 951 India +91 (9920) 8833 23 Chile Netherlands +56 2 963 5810 + 31 (0)20 519 5400 Japan +81 3 5413 1245 Brazil Spain +55 11 3938 2787 +34 (0)91 443 08 00 Singapore +65 9478 2100 Mexico +52 (55) 5256 4686

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