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

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

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

4. © comScore, Inc. Proprietary. 4
Content
SETTING THE SCENE
Global Overview 5
Southeast Asia Landscape 9
2013 SEA FUTURE IN FOCUS
Digital Audience Behaviour 14
Social Networking 20
Online Retail 26
News and Information 31
Online Travel 35
Entertainment and Online Video 39
Search 46
Country Spotlights 50
Conclusion 57
Tweet-bits 61
Methodology 62
About comScore 64

5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
GLOBAL OVERVIEW
#FutureinFocus

6. © comScore, Inc. Proprietary. 6
Distribution of Worldwide Internet Audience
The US is no Longer the Center of the Online Universe
66%
13%
34%
87%
1996 2012
Outside US
Asia
Pacific
41%
Europe
27%
North
America
14%
Middle
East - Africa
9%
Latin
America
9%
Outside US
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

7. © comScore, Inc. Proprietary. 7
Southeast Asia online population in excess of 62 million
Grows at a healthy 9% in the last year
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
China, 55.2% China, 54.0%
India, 9.3% India, 11.5%
Japan, 12.2% Japan, 11.4%
Southeast Asia,
9.4%
Southeast Asia,
9.6%
Rest of APAC,
13.9%
Rest of APAC,
13.5%
Mar-12 Mar-13
ShareofAsiaPacificOnlinePopulation
Total 604 MM Total 644 MM

8. © comScore, Inc. Proprietary. 8
37.2
26.8 26.1
17.3 17.2
North America Europe Latin America Middle East - Africa Asia Pacific
HoursperVisitor
Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
Global Average:
23.4 Hours a Month
604
391
215
131 130
644
412
217
147 134
Asia Pacific Europe North America Latin America Middle East -
Africa
UniqueVisitors(MM)
Mar-12
Mar-13
+7%
+5%
+1% +12%
+3%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013

9. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
SOUTHEAST ASIAN ONLINE LANDSCAPE
#FutureinFocus

10. © comScore, Inc. Proprietary. 10
Online Audience in Southeast Asia
High Growth in Developing Regions
14.1
12.4
11.8
8.9
6.1
3.3
16.1
13.6
11.8
9.5
7.4
3.4
-
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
Vietnam Indonesia Malaysia Thailand Philippines Singapore
Mar-12
Mar-13
The internet audience in the Philippines is
the fastest-growing in the region, growing
by 22% since March 2012.
Vietnam, the largest audience in the region,
added 2 million internet users in the past
year, a growth rate of 14%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013

11. © comScore, Inc. Proprietary. 11
Engagement Across Southeast Asian Audiences
Users in Thailand and Vietnam Spent the Most Time Online
13.5
16.0
16.4
16.6
27.2
26.2
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Axis Title
Average Time Spent Online (Hours)
March 2013
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

12. © comScore, Inc. Proprietary. 12
Demographic Distribution of Southeast Asian Audiences
Emerging Internet Markets in the Region Skew Very Young
In Thailand and Vietnam, 74% of the audience is under 35
42%
45%
24%
40%
37%
43%
32%
29%
27%
31%
26%
27%
14%
14%
25%
16%
22%
19%
8%
7%
17%
9%
10%
8%
5%
4%
8%
5%
6%
4%
Vietnam
Thailand
Singapore
Philippines
Malaysia
Indonesia
%ofOnlinePopulationbyAge
15-24 25-34 35-44 45-54 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

13. © comScore, Inc. Proprietary. 13
Youngest Web Users Are Heaviest Web Users
Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand
27.7 28.3
18.2
16.5 16.4
13.5
22.2
24.2
14.5
16.0 15.2
13.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Vietnam Thailand Singapore Philippines Malaysia Indonesia
Under 35 Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

14. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
DIGITAL AUDIENCE BEHAVIOUR
#FutureinFocus

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

16. © comScore, Inc. Proprietary. 16
Social Networking Captures Large Share of PC Screen Time in SEA
Share of Time Spent on Services (Email, IM) Also Significant
19.7% 21.6% 25.4%
32.3% 30.8%
41.5%
16.1%
16.0% 15.4%
21.9%
16.9% 16.1%
17.3%
17.7%
13.2%
19.3%
13.2%
14.2% 17.5%
14.5%
19.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Worldwide Vietnam Indonesia Malaysia Thailand Philippines Singapore
ShareofTotalMinutesSpentOnline
Other
Retail
News/Information
Entertainment
Services
Social Networking
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

17. © comScore, Inc. Proprietary. 17
Males in the Region Spend More Time Online than Women
Differences in Usage Largest in Vietnam, Thailand, and Singapore
27.9 29.0
18.5
17.1 16.8
14.6
24.2
25.4
14.8 15.6 15.1
12.1
Vietnam Thailand Singapore Philippines Malaysia Indonesia
AverageHoursperVisitor
Males Females
Female Share of Internet Population
47% 49% 51% 49% 48% 44%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

18. © comScore, Inc. Proprietary. 18
(Lowest)
F-to-M
Reach
Index
Politics 78
Technology - News 78
Automotive 77
Gaming Information 76
Online Gambling 75
Sports 74
Online Trading 69
Globally, Women are More Likely to Visit Family, Home, and Retail
Sites; Men Gravitate Towards Sports, Auto, and Technology
(Highest)
F-to-M
Reach
Index
Fragrances/Cosmetics 168
Flowers/Gifts/Greetings 152
Lifestyles - Food 140
Department Stores 137
Jewelry/Accessories 137
Teens 133
Family & Parenting 130
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

19. © comScore, Inc. Proprietary. 19
Device usage varies significantly by time of day
PC’s take up work hours, while tablets rule evenings
ShareofDevicePageTrafficonaTypicalWorkday
Mobiles
brighten the
commute
PCs dominate
working hours
Tablets popular at
night
Source: comScore Device Essentials, July 2013, Singapore

20. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
SOCIAL NETWORKING
#FutureinFocus

21. © comScore, Inc. Proprietary. 21
88.2
93.9
85.4
96.1
91.6
86.9
Vietnam Thailand Singapore Philippines Malaysia Indonesia
Percent of Web Users Visiting a
Social Networking Site
Mar-2013
Social Networking Category Captures the Largest Percentage of
Consumers’ Time in Southeast Asia
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
All SEA Countries Index Higher
than Worldwide average reach
of Social Networking sites

22. © comScore, Inc. Proprietary. 22
The Philippines, Thailand, and Malaysia Among Top 15 Countries
With the Highest Facebook Penetration Globally
92.6
92.2
91.4
91.1
90.8
89.3
89.0
88.5
86.8
84.2
84.1
83.2
82.9
82.3
81.0
Brazil
Philippines
Peru
Turkey
Argentina
Thailand
Colombia
Mexico
Chile
Venezuela
Portugal
Canada
Israel
Malaysia
Taiwan
Facebook Top 15 Markets by % Reach
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

23. © comScore, Inc. Proprietary. 23
Facebook Reach in Vietnam Doubles, #1 Social Network
Gains major share from Zing
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 to March 2013
30.0
35.0
40.0
45.0
50.0
55.0
60.0
65.0
70.0
75.0
80.0
Zing Me
Facebook

24. © comScore, Inc. Proprietary. 24
Top Social Networks by Country
After Facebook, Twitter, LinkedIn and Tumblr are Popular
Only Vietnam has Substantial Local Social Networks
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
74.5
32.9
12.4
10.2
7.0
FACEBOOK.COM
ZING Me
DIENDANBACLIEU.NET
KENHSINHVIEN.NET
Linkedin
Vietnam
80.2
26.4
10.5
5.9
4.9
FACEBOOK.COM
TWITTER.COM
Linkedin
Yahoo! Profile
TUMBLR.COM
Indonesia
82.3
15.9
13.9
5.7
5.3
FACEBOOK.COM
TWITTER.COM
Linkedin
TUMBLR.COM
Tagged Inc.
Malaysia
89.2
10.8
9.4
9.2
6.1
FACEBOOK.COM
TWITTER.COM
SOCIALCAM.COM
Linkedin
PANTOWN.COM
Thailand
92.1
20.3
12.6
8.6
6.5
FACEBOOK.COM
TWITTER.COM
TUMBLR.COM
Linkedin
Yahoo! Profile
Philippines
65.9
20.1
16.0
10.2
3.9
FACEBOOK.COM
Linkedin
TWITTER.COM
TUMBLR.COM
GOODREADS.COM
Singapore
Reach of Top 5 Social Networks
by Country

25. © comScore, Inc. Proprietary. 25
Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region
Thailand, Philippines and Singapore had Highest Reach for the Category
33.5%
27.3%
28.8%
32.0%
41.9%
35.6%
35.0%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Photos Category
13.0
15.5
7.1
7.0
8.9
9.2
9.4
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on Photos
Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

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

27. © comScore, Inc. Proprietary. 27Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
Amazon and Lazada Among the Top Retailers in SEA
Local Players Doing Well in Vietnam
Unique Visitors (000)
Top 5 Retail Sites per Country
Malaysia
Amazon Sites 1,497
AVG.COM 1,050
Alibaba.com Corporation 935
Apple.com Worldwide Sites 840
GROUPON.MY 640
Indonesia
AVG.COM 1,435
Amazon Sites 1,347
Lazada Sites 1,260
INDONETWORK.CO.ID 778
Apple.com Worldwide Sites 703
Vietnam
VATGIA.COM 6,322
Lazada Sites 2,351
5GIAY.VN 2,203
ENBAC.COM 1,970
THEGIOIDIDONG.COM 1,793
Thailand
WELOVESHOPPING.COM 1,732
Rakuten Inc 1,337
AVG.COM 1,146
Lazada Sites 1,086
Apple.com Worldwide Sites 1,031
Philippines
Amazon Sites 1,094
Apple.com Worldwide Sites 730
AVG.COM 693
Lazada Sites 628
MULTIPLY.COM 515
Singapore
Amazon Sites 680
Apple.com Worldwide Sites 533
Giosis Group 440
Alibaba.com Corporation 326
AVG.COM 264

28. © comScore, Inc. Proprietary. 28
1,550
679
430
328
684
2,351
1,086
628
490
1,260
Vietnam Thailand Philippines Malaysia Indonesia
Unique Visitors (000) to Lazada Sites Sep-2012
Mar-2013
Spotlight: Retailer Lazada Shows Strong Growth in the Region
Heavy Increases in Penetration Over Past Six Months
+52%
+84%
+60%
+46%
+49%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2012 and March 2013
comScore began tracking the Lazada Sites Property in September 2012

29. © comScore, Inc. Proprietary. 29
295
577
182
159
137
166
235
416
173
130 133 123
Indonesia Malaysia Philippines Singapore Thailand Vietnam
Unique Visitors (000) to Amazon Sites
Apr-12
Mar-13
Spotlight: International Leader Amazon, loses share
Malaysia, Vietnam and Indonesia show biggest drop
-20%
-26%
-28%
-5%
-18%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, April 2012 and March 2013
-5%

30. © comScore, Inc. Proprietary. 30
Retail Category Provides Lots of Headroom for Growth
Both in terms of Penetration and Time Spent
73.7%
76.7%
54.8%
54.4%
67.4%
53.3%
68.4%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Retail Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
79.5
36.5
21.8
18.0
20.3
17.4
33.2
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on Retail
Category

31. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
NEWS AND INFORMATION
#FutureinFocus

32. © comScore, Inc. Proprietary. 32
Reach of News/Information Category is Highest in Singapore,
but Visitors in Vietnam Spend the Most Time on Those Sites
76.1%
90.0%
63.5%
73.0%
71.0%
50.0%
92.3%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of
News/Information Category
69.7
194.8
75.9
37.4
32.9
25.9
55.7
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on
News/Information Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

33. © comScore, Inc. Proprietary. 33
Large Nonresident Population Drives Visiting to Filipino News Sites
Singapore’s News Channels Source Traffic from Within the Region
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
0 4,000 8,000 12,000
VnExpress
DANTRI.COM.VN
Bao Moi
VIETNAM
63%
61%
63%
0 500 1,000 1,500 2,000
INQUIRER.NET
ABS-CBNNEWS.COM
PHILSTAR.COM
PHILIPPINES
0 2,000 4,000 6,000
Kompas Gramedia
detikcom
Kapanlagi.com Sites
INDONESIA
74%
0 5,000 10,000
The AsiaOne Network
CHANNELNEWSASIA.COM
SINGAPORE
In-Country UV (000) Out-of-Country UV (000)
0 2,000 4,000
Sanook News
Manager Media Group
Nation Multimedia Group
THAILAND
0 500 1,000 1,500 2,000
Malaysiakini Sites
The Star Online
THEMALAYSIANINSIDE…
MALAYSIA

34. © comScore, Inc. Proprietary. 34
Blogs Form an Important Component of News Stream
Reach of the Category is Highest in Indonesia and Thailand
53.3%
49.5%
71.6%
64.5%
71.3%
49.7%
58.5%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Blogs Category
29.5
15.6
32.9
28.3
20.8
14.4
25.2
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on
Blogs Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

35. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
ONLINE TRAVEL
#FutureinFocus

36. © comScore, Inc. Proprietary. 36
Well Traveled Singaporeans Have Highest Visitation to Travel Sites
Users in Thailand also Visit at an Above-Average Rate, while Indonesians
Spent the Most Time on the Category
35.7%
23.0%
22.9%
30.0%
37.7%
27.8%
45.7%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Travel Category
25.6
9.2
32.3
19.2
17.3
15.7
25.4
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on
Travel Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

37. © comScore, Inc. Proprietary. 37
Visiting to Travel Subcategories
Singapore and Thailand lead others in the travel segment
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Travel - Information Online Travel Agents Hotels/Resorts Airlines
% Reach of Travel Subcategories
Vietnam Indonesia Malaysia Thailand Philippines Singapore Worldwide

38. © comScore, Inc. Proprietary. 38
Priceline Has Made Major Inroads in All Markets in Southeast Asia
Local Low-Cost Airlines Prominent in Top Sites Lists Across Region
Malaysia
Priceline.com Incorporated 1,278
AirAsia 1,078
Malaysia Airlines 672
TripAdvisor Inc. 629
Orbitz Worldwide 294
Indonesia
Priceline.com Incorporated 970
LIONAIR.CO.ID 561
AirAsia 513
TripAdvisor Inc. 396
GARUDA-INDONESIA.COM 381
Vietnam
Priceline.com Incorporated 424
MYTOUR.VN 309
VIETJETAIR.COM 305
Vietnam Airlines 301
Qantas Airlines 294
Unique Visitors (000)
Top 5 Travel Sites per Country
Thailand
Priceline.com Incorporated 1,229
Sanook Travel 557
AirAsia 541
TripAdvisor Inc. 389
CHIANGRAIFOCUS.COM 346
Philippines
Priceline.com Incorporated 569
CEBUPACIFICAIR.COM 464
TripAdvisor Inc. 336
AirAsia 199
Orbitz Worldwide 168
Singapore
STREETDIRECTORY.COM 374
Priceline.com Incorporated 372
TripAdvisor Inc. 299
Tiger Airways 238
Qantas Airlines 203
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

39. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
ENTERTAINMENT AND ONLINE VIDEO
#FutureinFocus

40. © comScore, Inc. Proprietary. 40
Countries with More Young People Visit and Spend More Time on
Entertainment Sites
88.0%
96.1%
79.8%
97.2%
99.1%
82.5%
96.3%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Entertainment
Category
3.5
5.3
2.2
2.3
4.8
2.9
3.4
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Hours Spent per Visitor on
Entertainment Category
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

41. © comScore, Inc. Proprietary. 41
Web Users in Vietnam Most Likely to Visit Music, Movies, and
Entertainment News Sites in the Region
80%
80%
61%
59%
16%
63%
41%
33%
16%
18%
79%
36%
23%
26%
26%
94%
41%
16%
47%
32%
73%
36%
25%
21%
20%
82%
36%
41%
36%
44%
Multimedia
Entertainment -
Music
Entertainment -
News
Entertainment -
Movies
TV
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
As in almost all
markets, YouTube
accounts for the lion’s
share of visiting to
Multimedia sites in this
region
Local sites typically
dominate the Entertainment
News category
%ReachofEntertainmentSubcategories
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

42. © comScore, Inc. Proprietary. 42
Most Top Entertainment Sites in SEA are International Properties
Malaysia
YOUTUBE.COM 7,339
CBS Interactive 2,152
VEVO 1,884
Viacom Digital 1,730
DAILYMOTION.COM 1,329
Indonesia
YOUTUBE.COM 7,171
omg! from Yahoo! 2,172
KAPANLAGI.COM 2,133
CBS Interactive 1,808
VEVO 1,636
Vietnam
YOUTUBE.COM 11,101
ZING MP3 9,711
24h Online Advertising JSC 7,054
KENH14.VN 5,373
NHACCUATUI.COM 5,236
Unique Visitors (000)
Top 5 Entertainment Sites per Country
Thailand
YOUTUBE.COM 7,289
MTHAI.COM 3,329
DAILYMOTION.COM 2,491
VEVO 2,053
iTunes Software (App) 1,589
Philippines
YOUTUBE.COM 4,902
VEVO 1,563
CBS Interactive 1,447
Viacom Digital 1,231
iTunes Software (App) 1,225
Singapore
YOUTUBE.COM 1,989
iTunes Software (App) 978
CBS Interactive 870
MediaCorp Network 772
VEVO 694
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

43. © comScore, Inc. Proprietary. 43
Online Video Shows Steady Growth Over the Past Year
42 Million Online Video Viewers in the Region* Now
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Vietnam Indonesia Malaysia Philippines Singapore
Apr-2012 Apr-2013
*Sum of 5 Countries Under Video Measurement by comScore
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013
+14%
+3%
-2%
+18%
+5%

44. © comScore, Inc. Proprietary. 44
But Videos Per-Viewer on PC moves in opposite direction
-46%
-29%
-3% -41%
-26%
Videos Viewed per Visitor
192.6
71.2
98.4 100.4
160.6
104.8
50.5
95.3
59.4
119.1
Vietnam Indonesia Malaysia Philippines Singapore
Apr-12
Apr-13
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013

45. © comScore, Inc. Proprietary. 45
Google Accounts for the Majority of Videos Viewed Overall in the
Region, with Some Exceptions
64%
42%
76%
54%
77%
36%
58%
24%
46%
23%
Vietnam Indonesia Malaysia Philippines Singapore
Share of
Videos
Viewed
All Others
Google Sites
Total
Number of
Videos Viewed
1.6 B 459 M 931 M 357 M 353 M
No other major player dominates
in Indonesia. 58% of videos
viewed are on video properties, of
which none comprise more than
2.5% of the total
In the Philippines,
14.5% of Videos
Viewed are on
Facebook
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013

46. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
SEARCH
#FutureinFocus

47. © comScore, Inc. Proprietary. 47
13.6
9.5
11.4 10.9
5.7
3.0
15.3
10.0
12.3
10.7
6.8
3.0
Vietnam Thailand Indonesia Malaysia Philippines Singapore
UniqueSearchers(MM)
Growth in Unique Searchers
March 2012 to March 2013
Mar-12 Mar-13
Number of People Using Search Continues to Grow
Except for Singapore and Malaysia
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013
+13%
+6%
+7%
-2%
+19%
--
Worldwide, the number
of unique searchers
grew by 6% over the
same time period

48. © comScore, Inc. Proprietary. 48
119.7 122.1
143.3
97.3
120.8
91.1
83.9
World-Wide Vietnam Thailand Singapore Philippines Malaysia Indonesia
SearchesperSearcher
Thai Internet Users the Heaviest Searchers
Singapore, Malaysia, Indonesia Score Below Global Average
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013

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

50. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
COUNTRY SPOTLIGHTS
#FutureinFocus

51. © comScore, Inc. Proprietary. 51
SPOTLIGHT: INDONESIA
Key Categories
Indonesians More Likely to Visit Blogs and Social Networks
Other Key Categories Have Growth Potential
Highest-Indexing Categories by Reach, Compared to WW Averages
72%
87%
86%
52%
80%
44%
67%
79%
53%
83%
53%
79%
87%
54%
88%
Blogs
Social Networking
Search/Navigation
Games
Entertainment
59%
29%
63%
53%
63%
54%
23%
67%
56%
74%
67%
33%
76%
65%
78%
Lifestyles
Photos
News/Information
e-mail
Multimedia
Indonesia APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

52. © comScore, Inc. Proprietary. 52
SPOTLIGHT: MALAYSIA
Key Categories
Malaysian Web Users More Likely to Visit Blog Sites; Also More Likely
to Visit Social Networks and Entertainment Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
64%
92%
97%
95%
95%
44%
67%
83%
79%
89%
53%
79%
88%
87%
93%
Blogs
Social Networking
Entertainment
Search/Navigation
Portals
79%
64%
74%
73%
32%
74%
56%
68%
67%
23%
78%
65%
76%
76%
33%
Multimedia
e-mail
Directories/Resources
News/Information
Photos
Malaysia APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

53. © comScore, Inc. Proprietary. 53
SPOTLIGHT: PHILIPPINES
Key Categories
Filipino Web Users Among the Most Likely to Visit Social Networking
and Photo Sharing Sites in the World
Highest-Indexing Categories by Reach, Compared to WW Averages
96%
36%
55%
84%
73%
67%
23%
53%
79%
74%
79%
33%
54%
87%
78%
Social Networking
Photos
Games
Search/Navigation
Multimedia
83%
50%
83%
56%
65%
83%
44%
89%
56%
68%
88%
53%
93%
65%
76%
Entertainment
Blogs
Portals
e-mail
Directories/Resources
Philippines APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

54. © comScore, Inc. Proprietary. 54
SPOTLIGHT: SINGAPORE
Key Categories
Wealthier, More Mature Web Audience in Singapore Focuses Visitation
on Travel, Business/Finance, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
46%
72%
92%
73%
44%
29%
52%
67%
51%
23%
36%
57%
76%
61%
38%
Travel
Business/Finance
News/Information
Technology
TV
38%
59%
71%
96%
73%
26%
44%
56%
83%
54%
34%
53%
65%
88%
67%
Education
Blogs
e-mail
Entertainment
Lifestyles
Singapore APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

55. © comScore, Inc. Proprietary. 55
SPOTLIGHT: THAILAND
Key Categories
Thai Web Users More Likely to Visit a Breadth of Web Categories
Education, Blogs, and Photos Index Highest
Highest-Indexing Categories by Reach, Compared to WW Averages
47%
68%
40%
92%
94%
26%
44%
23%
74%
67%
34%
53%
33%
78%
79%
Education
Blogs
Photos
Multimedia
Social Networking
98%
59%
98%
70%
91%
83%
53%
89%
54%
79%
88%
54%
93%
67%
87%
Entertainment
Games
Portals
Lifestyles
Search/Navigation
Thailand APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

56. © comScore, Inc. Proprietary. 56
SPOTLIGHT: VIETNAM
Key Categories
Web Users in Vietnam More Likely to Visit Instant Messengers,
Education, Games, and News/Information Sites
Highest-Indexing Categories by Reach, Compared to WW Averages
39%
50%
69%
90%
88%
30%
26%
53%
67%
67%
21%
34%
54%
76%
79%
Instant Messengers
Education
Games
News/Information
Social Networking
73%
96%
95%
66%
98%
54%
83%
79%
51%
89%
67%
88%
87%
61%
93%
Lifestyles
Entertainment
Search/Navigation
Technology
Portals
Vietnam APAC WW
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

57. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
CONCLUSION
#FutureinFocus

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

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

60. © comScore, Inc. Proprietary. 60
2013: Putting the Future in Focus
VALIDATION MATTERS
According to ZenithOptimedia's Advertising
Expenditure Forecasts, APAC is already the
largest advertising market outside North America.
Internet ad expenditure is set to overtake that of
newspapers by the end of 2014. By 2015, online
advertising will account for 21.9% of all adspend.
While delivering advertising at scale remains
important, an increased premium on accountability
and performance means advertisers may be
sacrificing quantity for quality – whether that
means leveraging more rich media, experimenting
with larger ad units, or demanding ad viewability.
comScore’s vCE benchmark study about
viewable impressions over 1000’s of
campaigns, showed that an average of 54%
ads were never actually seen by their target
audiences. It is more important than ever for
advertisers to evaluate campaign viewability to
improve optimisation and maximise the return
on their media spend.
Look for advertisers to demand more
accountability and publishers to reconfigure site
design and ad inventory to improve
performance in the coming year.

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

62. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
METHODOLOGY
#FutureinFocus

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

64. © comScore, Inc. Proprietary. 64
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,
mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom
services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and
Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™
(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than
2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, ViaMichelin and Yahoo!.
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65. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
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Future in Focus 2013
#FutureinFocus
Key Insights from the last 12 months and the way forward
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