Com score state of the internet southeast asia march 2011

State of the Internet with a Focus on Southeast Asia
9 March 2011

Joe Nguyen Vice President, Southeast Asia | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email jnguyen@comscore.com

comScore is a Global Leader in Measuring the Digital World

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170+ countries under measurement;
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43 markets reported
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© comScore, Inc. Proprietary and Confidential. 2 V0910

Global Coverage, Local Presence

comScore Locations


comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital
Business Analytics

2 Million Person Panel The Only Global Measurement
°
360°View of Person Behavior of Audience and E-commerce

170+ Countries Under Measurement
43 Markets Reported


The Global Internet Audience

© comScore, Inc. Proprietary and Confidential. 5

Asia Continues Audience Growth

Growth is flat in North America, European Worldwide Online Population
(Millions)
growth mostly driven by Russia
+8%
30 million new Internet users were added
1,324
in the Asia Pacific Region over the past 1,222
year
High percentage growth continues in
MidEast/Africa and Latin America December 2009 December 2010

+6% Dec 2009
534.0 Dec 2010
505.7 +8%
336.4 361.7 +3%
+32% +15%
198.4 204.0
85.2 112.5 96.6 111.4

Asia Pacific Europe North America Middle East - Latin America
Africa

© comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010

Online Audience Sizes in Southeast Asia, 15+ Home & Work

Indonesia shows the highest percentage growth over the past year, adding 2
million web users since December 2009
Mature Internet markets posted significantly lower growth rates

Online Population Sizes (MM)
Southeast Asia
+11%
10.4 +32%
9.4
8.6 +16%
+16%
6.5 6.8 +8%
5.8 5.5
4.8 4.3 +3%
4.0
2.8 2.9

Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 2010

Source: comScore Media Metrix, December 2009 to December 2010

In Terms of Reach Worldwide, the Photos Category is Growing Fastest

Key Categories
Reach of WW Population, 2009 vs 2010

52.7%
85.0% Photos +24%
Search/Navigation Growth: +5% 42.6%
80.8%
51.3%
70.5% Games +3%
Social Networking +4% 49.8%
67.6%
50.0%
68.3% Blogs ---
+4% 49.8%
Directories/Resour… 65.7%
45.5%
66.8% Business/Finance +1%
Multimedia +6% 45.2%
63.0%
34.7%
63.9% Instant Messengers -15%
Retail +3% 41.1%
61.8%
32.7%
63.1% TV +2%
e-mail -4% 31.9%
65.8%
31.5%
60.3% Sports -4%
News/Information +1% 32.8%
59.4%
31.1%
58.1% Auctions -7%
Community +4% 33.6%
55.8%
29.7%
56.9% Travel +4%
Downloads +11% 28.6%
51.3%
28.8% 2010
53.1% Education -5%
Technology -2% 30.4%
54.3% 2009

Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

Social Networking the Biggest Gainer in terms of Share of Time Spent Online.
Instant Messengers and Email Lost Share

Key Categories: Share of Time Spent Online
WW Population, 2009 vs 2010

3.1% 2.6%
Search/Navigation Photos
3.0% 0.7%
16.0% 3.8%
Social Networking Games
11.9% 3.9%
2.2% 0.9%
Directories/Resources Blogs
1.9% 0.8%
6.2% 1.5%
Multimedia Business/Finance
5.7% 1.6%
3.5% Instant 9.2%
Retail
3.1% Messengers 12.2%
6.6% 0.6%
e-mail TV
7.2% 0.5%
2.4% 1.2%
News/Information Sports
2.5% 1.2%
1.9% 1.6%
Community Auctions
2.0% 1.7%
0.8% 0.5%
Downloads Travel
0.8% 0.5%
0.6% 0.7% 2010 Share
Technology Education
0.6% 0.7% 2009 Share


Southeast Asia Demographics & Internet Usage


Emerging Internet Markets in Southeast Asia Skew Very Young

Hong Kong and Singapore skew older even than the global average; Malaysia,
Indonesia, Vietnam and the Philippines have significantly younger audiences
Composition of Internet Audience 15+

WW 27% 26% 22% 14% 11%

Malaysia 37% 26% 22% 9% 6%

Indonesia 40% 32% 17% 7%

Vietnam 38% 33% 15% 9% 6%

Philippines 40% 30% 20% 8%

Hong Kong 19% 22% 25% 23% 12%

Singapore 21% 24% 27% 19% 9%

15-24 25-34 35-44 45-54 55+

Source: comScore Media Metrix, December 2010

Average Usage Highest in Mature Markets

High levels of usage in Hong Kong and Singapore due to availability and ubiquity
of fast internet connections
Larger countries with lower web penetration rates have relatively lower
consumption; size and relative heaviness of usage of younger web users have a
large impact on these averages

Internet Users (Millions) Total Online Hours per Visitor

Malaysia 10.4 Malaysia 16.1

Indonesia 8.6 Indonesia 14.8

Vietnam 6.8 Vietnam 23.2

Philippines 5.5 Philippines 16.7

Hong Kong 4.3 Hong Kong 25.9

Singapore 2.9 Singapore 22.3


15-34 Year Olds Spend More Time Online; Difference Varies by Country

In each country, 15-34 year olds spend more time online on average
Young people in Hong Kong and Singapore spend proportionally much more
time online than older web users there; young web users in Indonesia spend
almost the same amount of time online as their elders
Average Hours Spent Online
31.0

24.4 25.4
22.4
20.1 19.7
16.8 17.1
15.0 14.8 14.6 15.8 Age 15-34
Age 35+



Composition and Usage by Gender is Even, with some Exceptions

Average usage by males edged out females’ usage in Indonesia, Vietnam, and
Singapore by 1-2 hours. Elsewhere, usage by gender is relatively even
Male/Female 15+ web population is within a few points of an even split by gender
in all countries with the exception of Indonesia
Average Hours Spent Online
25.9 25.9
23.6 22.6 22.8 21.8

16.0 16.2 16.5 17.0
15.3
13.8 Males 15+
Females 15+


Female Share
47% 36% 46% 48% 51% 51% of Internet
Population


Topics
- Social Networking & Photos
- Travel & Low Cost Airlines
- Growth of Online Retail
- Online Banking on the Rise
- Video and Multimedia
- News and Blog Sites
- Search Snapshot


Strong Social Network Penetration in the Region

Vietnam shows the highest year over year growth in reach, but penetration there
is still much lower than in other countries in the region
Philippines, Malaysia, and Indonesia have highest reach, driven almost
exclusively by Facebook

Growth in Reach: Social Networks

+13% +6%
+1% +11% +1%
+4% 91% 89% 90% +35% 90% 95%
81% 81% 82%
68% 70% 66% 68% 76%
49%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach


Philippines is the Top Facebook Market In the World

Facebook.com Top 15 Markets by % Reach

Philippines 93.7
The Philippines, Malaysia Turkey 90.7
and Indonesia are among Israel 90.2
the top 15 countries with the Chile 89.5
highest Facebook Malaysia 88.4
penetration Argentina 88.3
Venezuela 87.8
Though Photo and IM usage Indonesia 87.4
is also above average in the Canada 86.9
Philippines, FB is the most Colombia 86.7
common touchpoint for web Peru 83.4
users there: FB is the #1 site Mexico 82.6
there, and average usage is United Kingdom 81.4
7 hours per user Puerto Rico 81.4
Finland 81.2

Source: comScore Media Metrix, January 2011

Indonesia and Singapore are Among Top Twitter Markets

21 percent of Indonesian web users visited Twitter.com in January, making it the
#4 site in terms of Twitter reach

Twitter Top 15 Markets by % Reach
Netherlands 26.0
Brazil 23.4
Japan 22.0
Indonesia 21.0
Venezuela 19.4
Canada 15.1
United Kingdom 14.0
Philippines 13.8
Singapore 13.6
Turkey 13.6
Chile 13.1
United States 13.0
Argentina 12.5
Mexico 12.5
Colombia 10.7


Social Networking spurs Photos Category Growth
in Vietnam, Malaysia, Philippines

Sharing photos is becoming a key component of the Social Networking
experience. The high growth in this category in almost every country is being
driven by Facebook Photos
Ubiquity of digital cameras and cell phone cameras, coupled with large youth
populations, also contribute to growth in this category

Growth in Reach: Photo Sites

+47% +46%
+16% +23% +17%
+24%
91% 89% 90% +73% 90% 95% 81% 82%
81%
68% 70% 66% 68% 76%
49%



Large Increases in Visiting to Travel Sites in Southeast Asia

Web users in Southeast Asia are rapidly gaining confidence in using the web to
research and book travel
The large number of low cost airlines servicing the region is a primary contributor
to this growth

Growth in Reach: Travel Sites
+14%

-1% 47%
+4% 41%
+14% +62%
+42% +159% 32% 32%
29% 30% 28% 27%
25% 22% 20% 17%
15%
8%




LCAs Among Most Visited & Post Highest Growth in Each Country

Unique Visitors (000) & YOY Growth
Top 3 Airline Sites per Country

Malaysia Vietnam Hong Kong

Cathay
AirAsia 1,088 Qantas Airlines 122 +40% Pacific Group 151 +8%

Malaysia Airlines 444 -10% Tiger Airways 101 +1,381%Tiger Airways 75 +1,904%

Firefly Airlines 223 +49% Vietnam Airlines 92 AirAsia 36

Indonesia Philippines Singapore

Lion Air 375 +123% Cebu Pacific Tiger
409 +58% 276 +40%
Airways

AirAsia 311 Philippine Airlines 203 +41% Qantas
150 -10%
Airlines

Garuda Air Phil Express 114 Singapore
193 +106% 145 ---
Indonesia Airlines

Source: comScore Media Metrix, January 2010 and January 2011

Online Retail is Growing Rapidly in Southeast Asia

Hong Kong and Singapore show relatively flat growth for Retail, still below the
global average
Emerging markets are showing signs of catching up, led by Vietnam with 69%
reach and fastest year over year growth

Growth in Reach: Retail Sites
+36%
+3% +6% -1%
+9% 69%
62% 64% +20% +11%
58% 62% 59% 58%
50% 51%
41% 44% 41% 43% 48%




Vietnam’s Top Retail Sites are Almost Exclusively Local
Indonesia Also Has Local Representation Among Top Sites

Unique Visitors (000)
Top 5 Retail Sites per Country

Malaysia Vietnam Hong Kong
Amazon Sites 1,110 VATGIA.COM 2,743 Alibaba.com Corporation 997

Apple.com Worldwide Sites 777 THEGIOIDIDONG.COM 740 Apple.com Worldwide Sites 788

Alibaba.com Corporation 663 5GIAY.VN 682 PRICE.COM.HK 446

AVG.COM 251 MUACHUNG.VN 524 Amazon Sites 445

Hewlett Packard 207 DENTHAN.COM 469 DCFEVER.COM 315

Indonesia Philippines Singapore
Amazon Sites 761 Amazon Sites 991 Apple.com Worldwide Sites 575

INDONETWORK.CO.ID 659 Apple.com Worldwide Sites 571 Amazon Sites 423

Apple.com Worldwide Sites 474 Alibaba.com Corporation 173 Alibaba.com Corporation 227

BHINNEKA.COM 322 Yahoo! Shopping 146 GMARKET.COM.SG 150

SMADAV.NET 320 AVG.COM 127 SINGTELSHOP.COM 89


Online Banking on the Rise in Southeast Asia

Visitation to Online Banking sites grew by
double digits in all six countries
Malaysia is the largest online banking
market, with 2.7 million users in January
Indonesia nearly doubled its online banking
audience over the past year

+16% Growth in Unique Visitors (000): Online Banking
2,746
2,360 +18%

+72% +35% +39% 1,543 +14%
1,304
949 779 889
749 701
435 377 525


Jan-10 Jan-11

Source: comScore Media Metrix, January 2010 vs January 2011

Local Banks Secure Top Ranking in Most Markets

Besides Hong Kong, where HSBC led as the most-visited online bank, all other
markets saw local brands secure the top spot
Global banking brand Citigroup also secured positions within the top rankings of
several countries

#1 Online Banking #2 Online Banking #3 Online Banking
Destination Destination Destination
Country
Malaysia Maybank Group Cimbclicks.com.my Pbebank.com

Indonesia Bankmandiri.co.id BNI.CO.ID Citigroup

Vietnam Vietcombank.com.vn Acb.com.vn Dongabank.com.vn

Philippines Bpiexpressonline.com Citigroup HSBC
Standard Chartered
Hong Kong HSBC Bochk.com
PLC
United Overseas Bank
Singapore Dbs.com.sg Citigroup
Group


A Clear Appetite for Multimedia in Southeast Asia

With the exception of Indonesia, visiting to Multimedia sites from these countries
outpace the global average
Even in countries where high-bandwidth connections are less common, e.g. the
Philippines and Vietnam, there is clearly high demand for multimedia content

Growth in Reach: Multimedia Sites

+11% +17% 7%
+6% +11% +36%
72% -1% 73% 72% 72% 77%
63% 67% 65% 67% 66% 61%
56% 55%
49%




Average Video Viewer in High-Bandwidth Hong Kong and Singapore
Watched Twice as Much Video as Viewers in Malaysia

Among the three markets in Southeast Asia where comScore measures actual
video consumption, Malaysia has the largest number of online video viewers but
the lightest average usage
The average Hong Kong web user who watched online video in January viewed
almost 12 hours of video content over the course of the month

Total Unique Video
Viewers (000) Videos per Viewer Hours per Viewer

Malaysia Malaysia 62 Malaysia 5.0
8,188.6

Hong Kong Hong Kong 127 Hong Kong 11.9
3,748.6

Singapore Singapore Singapore 10.7
2,343.6 114

Source: comScore Video Metrix, January 2011

Large Nonresident Population Drives Visiting to Philippine News

Filipino News sites source the majority of their traffic from outside the country
In Vietnam, local sites are preferred, but traffic from outside the country is minimal
Visitation to Local News/Info Sites
In-country vs Out-of-country Traffic
Global UV Global UV
Vietnam (000) Philippines (000)

VnExpress 78% 5,254 INQUIRER.NET 37% 765

24H.COM.VN 86% 3,722 GMANEWS.TV 41% 574

Dan Tri 76% 3,721 PHILSTAR.COM 46% 468

VietNamNet ABS-
Bridge
85% 2,903 33% 650
CBNNEWS.COM

VIETBAO.VN 83% 2,615 MB.COM.PH 36% 412

Within Vietnam Outside Vietnam Within Philippines Outside Philippines


Blog Use is Also Robust in this Region

All six countries outpaced the global reach of Blogs
The growth of the category, however, is flat in Hong Kong and Singapore
Blogs are a key political channel in some countries; higher growth in the
Philippines may be a result of increased political activity in a presidential election
year

Growth in Reach: Blog Sites

+8% -9%
+8% +1% -2%
-- 68% +18%
63% 60% 55%
50% 50% 54% 58% 56% 57% 51% 56% 55%
43%




Search Snapshot for Southeast Asia

Searchers in the Philippines had the highest average number of searches per
searcher; Users in Hong Kong and Singapore were also heavy searchers
Google accounts for 67% of all searches globally; in this region, with the clear
exception of Hong Kong, users were more likely to use Google for their searches

Total Searches (MM) Avg Searches per Searcher Google Share of Searches

Malaysia 960 Malaysia 98.7 Malaysia 76%

Indonesia 746 Indonesia 91.4 Indonesia 85%

Vietnam 563 Vietnam 86.4 Vietnam 93%

Philippines 788 Philippines 150.4 Philippines 69%
Hong Kong 501
Hong Kong 125.1 Hong Kong 37%
Singapore 304
Singapore 115.4 Singapore 77%

Source: comScore qSearch, January 2011

Country Overviews


Social Networking, Photos, Blogs Index High in Malaysia

Key Categories
Reach in Malaysia vs WW Average

91% 50%
Social Networking Index: 129 70%
Technology 93 53%

88% 48%
Search/Navigation 103 85%
News/Information 79 60%

81% 44%
Photos 154 Retail 70
53% 64%

72% 39%
Multimedia 108 Business/Finance 86
67% 46%

58% 36%
Blogs 117 Instant Messengers 104
50% 35%

58% 28%
Directories/Resources 85 Travel 95
68% 30%

57% 20%
e-mail 91 Sports 63
63% 32%

53% 19%
Downloads 93 TV 59
57% 33%

53% 15%
Community 91 Education 54
58% 29%

52% 14% Malaysia
Games 102 Auctions 44
51% 31% Worldwide

Source: comScore Media Metrix (Panel Only), December 2010

Central Malaysia Accounts for Half of the Country’s Web Activity

Web users in Negeri Sembilan, Selangor
and Kuala Lumpur make up 54% of the
country’s Internet population
Reach of Key Categories
27%
Banking 25%
36% Web users in the Central region
Instant Messengers 34% are more likely to visit Banking
59%
e-mail 57% sites and to use IM and webmail
90%
Social Networking 91% Online Gaming sites are more
Travel 27% likely to be visited by users
27%
49%
outside Central Malaysia
News/Information 50%
43%
Highest-indexing categories are
Retail 45% in fact location-specific
33% categories such as Job Search,
Online Gaming 39%
Maps, and Real Estate
Central Region Rest of Malaysia

Source: comScore Media Metrix (Panel Only), January 2011

Online Video in Malaysia

8.2 MM Unique Viewers

78 % Percent of 15+ Internet Audience

45 % Percent of Total Population

505 MM Total Videos

41 MM Total Hours of Video

62 Videos per Viewer

5.0 Hours per Viewer
© comScore, Inc. Proprietary and Confidential. 34 Malaysian Audience 15+ accessing Internet from Home or Work

SNs, Photos, Blogs, News Most Popular in Indonesia

Key Categories
Reach in Indonesia vs WW Average

90% 50%
Social Networking Index: 128 Retail 78
70% 64%
85% 48%
Search/Navigation 100 Technology 91
Index: 129 85% 53%
76% 43%
Photos 143
103
Games 84
53% 51%
68% 27%
Blogs 136
154 Instant Messengers 78
50% 35%
66% 25%
News/Information 109
108
Business/Finance 56
60% 46%
56% 24%
e-mail 89 Education 85
117 63% 29%
55% 23%
Multimedia 83 Sports 73
85 67% 32%
55% 22%
Directories/Resources 81
91
Travel 73
68% 30%
53% 18%
Community 91
93
Health 83
58% 21%
Indonesia
50% 16%
Downloads 88 TV 49
91 57% 33% Worldwide

102

Instant Messengers, News are Key Categories in Vietnam

Key Categories
Reach in Vietnam vs WW Average

91% 57%
Search/Navigation Index: 128
Index: 107 Downloads 100
85% 57%
90% 57%
News/Information 149
100 Blogs 113
Index: 129 60% 50%
72% 56%
Community 143
124
103
Games 109
58% 51%
72% 45%
Instant Messengers 206
136
154 Photos 86
35% 53%
69% 37%
Retail 108
109
108
Business/Finance 82
64% 46%
67% 37%
97
89 Education 128
Directories/Resources 117 68% 29%
67% 35%
Multimedia 100
83 Sports 112
85 67% 32%
66% 35%
e-mail 105
81
91
Auctions 113
63% 31%
66% 28%
Social Networking 94
91
93
Automotive 119
70% 24%
Vietnam
60% 23%
Technology 112
88 TV 70
91 53% 33% Worldwide

102

Photos, Social Networking and IM Index High in the Philippines

Key Categories
Reach in the Philippines vs WW Average

Index: 128
Index: 135 95% 51%
Social Networking Technology 95
70% 53%
100
Index: 129
167 88% 48%
Photos Retail 75
53% 64%
143
103
102 87% 47%
Search/Navigation News/Information 79
85% 60%
136
154
109 73% 43%
Multimedia Instant Messengers 123
67% 35%
109
108
100 63% 27%
e-mail Travel 92
63% 30%
89
117
90 61% 24%
Directories/Resources Business/Finance 53
68% 46%
83
85
118 60% 23%
Games Sports 74
51% 32%
81
91
105 60% 22%
Downloads Education 76
57% 29%
91
93
89 52% 19%
Community TV 58
58% 33%
88 51% 15% Philippines
Blogs 91
102 Health 72
50% 21% Worldwide


Business/Finance and News are Key in Hong Kong

Key Categories
Reach in Hong Kong vs WW Average

85% 55%
Search/Navigation Index: 100 Blogs 109
85% 50%
76% 53%
Social Networking 107 Technology 100
70% 53%
72% 51%
Multimedia 107 Games 99
67% 51%
71% 48%
News/Information 119 Downloads 84
60% 57%
67% 45%
e-mail 106 Instant Messengers 130
63% 35%
66% 40%
Photos 125 Auctions 129
53% 31%
62% 38%
Retail 97 TV 115
64% 33%
61% 32%
Directories/Resources 90 Travel 107
68% 30%
56% 24%
Business/Finance 122 Education 83
46% 29%
55% 19% Hong Kong
Community 95 Sports 60
58% 32% Worldwide


Online Video in Hong Kong




476 MM Total Videos



© comScore, Inc. Proprietary and Confidential. 39 Hong Kong Audience 15+ accessing Internet from Home or Work

Travel, IMs, Photos are Highest Indexing in Singapore

Key Categories
Reach in Singapore vs WW Average

87% 54%
Search/Navigation Index: 102 85%
Technology 102 53%

82% 52%
Social Networking 116 70%
Games 102 51%

77% 50%
Multimedia 116 Downloads 88
67% 57%

68% 48%
Photos 128 Instant Messengers 137
53% 35%

65% 47%
e-mail 103 Travel 157
63% 30%

65% 44%
Community 112 Business/Finance 96
58% 46%

59% 27%
Directories/Resources 87 TV 84
68% 33%

58% 27%
Retail 91 Sports 85
64% 32%

58% 24%
News/Information 96 Education 83
60% 29%

55% 19% Singapore
Blogs 110 Auctions 60
50% 31% Worldwide


Online Video in Singapore




266 MM Total Videos



© comScore, Inc. Proprietary and Confidential. 41 Singaporean Audience 15+ accessing Internet from Home or Work

Thank You!


Com score state of the internet southeast asia march 2011

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