Southeast Asia Digital Future in Focus 2013

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Key Insights and Digital Trends from Southeast Asia

26 July 2013

© 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

[email protected]

#FutureinFocus


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.


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


GLOBAL OVERVIEW

#FutureinFocus


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


Southeast Asia online population in excess of 62 million

Grows at a healthy 9% in the last year


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

Sh

are

of

As

ia P

ac

ific

On

lin

e P

op

ula

tio

n

Total 604 MM Total 644 MM


37.2

26.8 26.1

17.3 17.2

North America Europe Latin America Middle East - Africa Asia Pacific

Ho

urs

per

Vis

ito

r

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

Un

iqu

e V

isit

ors

(M

M)

Mar-12

Mar-13

+7%

+5%

+1% +12% +3%




SOUTHEAST ASIAN ONLINE LANDSCAPE

#FutureinFocus


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%




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




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

% o

f O

nlin

e P

opula

tion b

y A

ge

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




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




DIGITAL AUDIENCE BEHAVIOUR

#FutureinFocus


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


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

Sh

are

of

To

tal

Min

ute

s S

pe

nt

On

lin

e

Other

Retail

News/Information

Entertainment

Services

Social Networking




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


Avera

ge H

ou

rs p

er

Vis

ito

r

Males Females

Female Share of Internet Population

47% 49% 51% 49% 48% 44%




(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




Device usage varies significantly by time of day

PC’s take up work hours, while tablets rule evenings

Sh

are

of

Devic

e P

ag

e T

raff

ic o

n a

Typ

ica

l W

ork

day

Mobiles

brighten the

commute

PCs dominate

working hours

Tablets popular at

night

Source: comScore Device Essentials, July 2013, Singapore


SOCIAL NETWORKING

#FutureinFocus


88.2

93.9

85.4

96.1

91.6

86.9


Percent of Web Users Visiting a Social Networking Site

Mar-2013

Social Networking Category Captures the Largest Percentage of

Consumers’ Time in Southeast Asia



All SEA Countries Index Higher

than Worldwide average reach

of Social Networking sites


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




Facebook Reach in Vietnam Doubles, #1 Social Network

Gains major share from Zing


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


Top Social Networks by Country

After Facebook, Twitter, LinkedIn and Tumblr are Popular Only Vietnam has Substantial Local Social Networks



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


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




ONLINE RETAIL ON THE RISE

#FutureinFocus

© comScore, Inc. Proprietary. 27 Internet Audience 15+ accessing Internet from a Home or Work PC


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


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


AVG.COM 693

Lazada Sites 628

MULTIPLY.COM 515

Singapore

Amazon Sites 680


Giosis Group 440

Alibaba.com Corporation 326

AVG.COM 264


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%


Source: comScore Media Metrix, September 2012 and March 2013

comScore began tracking the Lazada Sites Property in September 2012


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%


Source: comScore Media Metrix, April 2012 and March 2013

-5%


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



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


NEWS AND INFORMATION

#FutureinFocus


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




Large Nonresident Population Drives Visiting to Filipino News Sites

Singapore’s News Channels Source Traffic from Within the Region



0 4,000 8,000 12,000

VnExpress

DANTRI.COM.VN

Bao Moi

VIE

TN

AM

63%

61%

63%

0 500 1,000 1,500 2,000

INQUIRER.NET

ABS-CBNNEWS.COM

PHILSTAR.COMPH

ILIP

PIN

ES

0 2,000 4,000 6,000

Kompas Gramedia

detikcom

Kapanlagi.com Sites

IND

ON

ES

IA

74%

0 5,000 10,000

The AsiaOne Network

CHANNELNEWSASIA.COM

SIN

GA

PO

RE

In-Country UV (000) Out-of-Country UV (000)

0 2,000 4,000

Sanook News

Manager Media Group

Nation Multimedia Group

TH

AIL

AN

D

0 500 1,000 1,500 2,000

Malaysiakini Sites

The Star Online

THEMALAYSIANINSIDE…

MA

LA

YS

IA


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




ONLINE TRAVEL

#FutureinFocus


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




Visiting to Travel Subcategories

Singapore and Thailand lead others in the travel segment



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


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


GARUDA-INDONESIA.COM 381

Vietnam


MYTOUR.VN 309

VIETJETAIR.COM 305

Vietnam Airlines 301

Qantas Airlines 294


Top 5 Travel Sites per Country

Thailand

Priceline.com Incorporated 1,229

Sanook Travel 557

AirAsia 541


CHIANGRAIFOCUS.COM 346

Philippines


CEBUPACIFICAIR.COM 464


AirAsia 199

Orbitz Worldwide 168

Singapore

STREETDIRECTORY.COM 374



Tiger Airways 238

Qantas Airlines 203




ENTERTAINMENT AND ONLINE VIDEO

#FutureinFocus


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




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

% R

each

of

En

tert

ain

men

t S

ub

cate

go

ries




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


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


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


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




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


Source: comScore Video Metrix, March 2013

+14%

+3% -2%

+18%

+5%


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


Apr-12

Apr-13




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%


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




SEARCH

#FutureinFocus


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

Un

iqu

e S

earc

hers

(M

M)

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


Source: comScore qSearch, March 2013

+13%

+6%

+7%

-2%

+19%

--

Worldwide, the number

of unique searchers

grew by 6% over the

same time period


119.7 122.1

143.3

97.3

120.8

91.1 83.9

World-Wide Vietnam Thailand Singapore Philippines Malaysia Indonesia

Searc

hes p

er

Searc

her

Thai Internet Users the Heaviest Searchers

Singapore, Malaysia, Indonesia Score Below Global Average




As is the Case Globally, Google Captures Vast Majority of Search

Market in the Region



96% 97% 88% 87% 84% 84%

Vietnam Thailand Indonesia Malaysia Philippines Singapore

Go

og

le S

hare

of

To

tal

Searc

he

s

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


COUNTRY SPOTLIGHTS

#FutureinFocus


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




SPOTLIGHT: MALAYSIA

Key Categories

Malaysian Web Users More Likely to Visit Blog Sites; Also More Likely

to Visit Social Networks and Entertainment Sites


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




SPOTLIGHT: PHILIPPINES

Key Categories

Filipino Web Users Among the Most Likely to Visit Social Networking

and Photo Sharing Sites in the World


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




SPOTLIGHT: SINGAPORE

Key Categories

Wealthier, More Mature Web Audience in Singapore Focuses Visitation

on Travel, Business/Finance, and News/Information Sites


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




SPOTLIGHT: THAILAND

Key Categories

Thai Web Users More Likely to Visit a Breadth of Web Categories

Education, Blogs, and Photos Index Highest


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




SPOTLIGHT: VIETNAM

Key Categories

Web Users in Vietnam More Likely to Visit Instant Messengers,

Education, Games, and News/Information Sites


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




CONCLUSION

#FutureinFocus


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.



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.



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.


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

http://cmsc.re/hGKMc












METHODOLOGY

#FutureinFocus


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

http://www.comscore.com/Products/Audience_Analytics/Media_Metrix_Multi-Platform





http://www.comscore.com/Products/Audience_Analytics/qSearch

http://www.comscore.com/Products/Audience_Analytics/qSearch

http://www.comscore.com/Products/Audience_Analytics/Ad_Metrix

http://www.comscore.com/Products/Audience_Analytics/Ad_Metrix

http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

http://www.comscore.com/Products/Audience_Analytics/MMX


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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SEA Digital

Future in Focus 2013

#FutureinFocus

Key Insights from the last 12 months and the way forward

@comScoreEMEA

www.comscore.com


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