State of the Internet with a focus on Asia Pacific

July 2010

Note: A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
Joe Nguyen, Vice President for Southeast Asia, comScore, Inc.
Will Hodgman, Executive Vice President, comScore Inc.
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Asia is Fueling WW Internet Growth

The Asia Pacific region added 39 million new Worldwide Online Population
(Millions)
Internet users over the age of 15 in the past
year +11%
1,244
Latin America and Middle East – Africa posting 1,122
the highest growth rates on a percentage basis,
but on a much smaller base

May-2009 May-2010

Online Population by Region

+8% (Millions)

11%
10%
21% 16%

© comScore, Inc. Proprietary and Confidential. 8 Global Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2009 and May 2010
China is Driving Regional Growth

China continues explosive growth, with many other countries in the region also
continuing to show expansion

Internet Users (MM) in Asia Pacific Region

China 200.6 +31%

263.8
Japan 65.3
72.4 +11%
India 34.2 +13%
CNNIC estimates 384 MM
38.8 total Internet users* in
South Korea 28.3 China as of Dec 2009, up
29.9 +5%
12.3 29 percent from 298 MM a
Australia 13.1 +7%
year earlier. The increase
Taiwan 11.6 +14% of 86MM is approximately
13.1
twice the size of the
Malaysia 9.3
9.7 +5% online population in
Vietnam France!
6.0
* including ages 6+ and people
Indonesia 7.2 accessing the Internet from
shared computers and Internet
Philippines 5.1 cafes
Hong Kong 3.9 +7%
4.1
Singapore 2.6 +8% May-2009
2.8
2.5 +9% May-2010
New Zealand 2.7

Internet users ages 15+ accessing the internet from a Home or Work computer

© comScore, Inc. Proprietary and Confidential. 9 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2009 and May 2010
Average Web Usage Low, But a Wide Range Between Countries

■ Average Internet usage in Asia Pacific is Average Time Online

relatively low when compared to other Average Hours per Visitor
regions
World-Wide 23.8
■ Users in South Korea, Hong Kong, and Asia Pacific 16.4
Singapore spend the most time online Europe 25.0
North America 36.0
■ Countries with high broadband Latin America 26.7
availability and penetration are more MidEast/Africa 27.7
likely to have heavier internet usage
China 13.0
■ As broadband becomes more widely Japan 19.1
India 12.3
available in the region, usage will also
South Korea 32.9
increase Australia 22.1
■ Users in India and China are the lightest Taiwan 17.0
Malaysia 15.6
users, with the size of these developing Vietnam 21.5
markets having disproportionate impact Indonesia 17.2
on the regional average of 16.4 hours Philippines 18.6
over the month Hong Kong 27.9
Singapore 22.8
New Zealand 19.4

© comScore, Inc. Proprietary and Confidential. 10 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2010
RAM and Storage Not a Limiting Factor in Asia Pacific

Computers in Asia are large enough and fast enough for Internet use. Cost, speed,
and availability of Internet connections are a more common limiting factor
Average RAM Size (MB) Average Hard Drive Size (GB)
World-Wide 3,383 World-Wide 202.2
Western Europe 4,063 Western Europe 231.7
Eastern Europe 1,526 Eastern Europe 219.5
Asia Pacific 2,069 Asia Pacific 201.4
North America 3,851 North America 186.9
Latin America 1,399 Latin America 164.1

Singapore 1,875 Singapore 227.8

Australia 1,796 Australia 273.4
Hong Kong 1,753 Hong Kong 254.5
Malaysia 1,602 Malaysia 182.6
Taiwan 1,587 Taiwan 229.9
New Zealand 1,504 New Zealand 217.0
Japan 1,413 Japan 301.2
Korea 1,373 Korea 193.5
China 1,314 China 181.2

© comScore, Inc. Proprietary and Confidential. 11 Audience 15+ accessing Internet from Home or Work
Source: comScore Tech Metrix Report, May 2010
Emerging Online Markets = Younger Audiences, Fewer Women

■ Not surprisingly, countries with Internet Population

higher internet penetration = more Age Distribution by Country
mature web audiences Japan 18% 22% 23% 17% 20%

■ Australia, New Zealand, Singapore South Korea 22% 25% 26% 18% 9%
and HK have gender parity online;
Australia 21% 21% 21% 18% 19%
elsewhere there are fewer women
Hong Kong 20% 23% 25% 21% 10%
Internet Population
Singapore 20% 25% 27% 19% 9%
% Women by Country
China 42% New Zealand 20% 21% 19% 17% 23%
Japan 44%
Taiwan 24% 28% 22% 16% 10%
India 30%
South Korea 47%
China 33% 30% 23% 9% 5%
Australia 50%
Taiwan 47% India 38% 38% 15% 6%2%
Malaysia 47%
Indonesia 36% Malaysia 38% 26% 23% 9% 5%
Philippines 48%
Hong Kong Indonesia 40% 33% 17% 7% 3%
50%
Singapore 51%
Philippines 40% 30% 20% 8%2%
New Zealand 51%

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

© comScore, Inc. Proprietary and Confidential. 12 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix Demographic Report, May 2010
 Audiences Worldwide Prefer to Consume Content
in their Native Languages

Europe Americas,
Asia Pacific UnitedKingdom MidEast &
Ireland
Africa
Australia
Denmark
Canada
NewZealand
Norway
PuertoRico
India
Sweden
Colombia
Singapore Portugal
Venezuela
Malaysia Finland

Switzerland Mexico
Hong Kong
Belgium Chile
South Korea
Netherlands Argentina
Taiwan
Austria
Brazil
Japan Italy
SouthAf rica
China Turkey
Israel
Spain

France English
Germany non-English Local Language
Russia Other

© comScore, Inc. Proprietary and Confidential. 13 Source: comScore Custom Analysis of Page Views by Language, May 2009
Facebook joins Google, Yahoo! And Microsoft as the Only
Global Sites in the Top 10

The very large Chinese audience understandably has an outsize effect on regional
rankings: 6 of the top 10 properties are based in China, and are focused almost
exclusively on the Chinese audience. Google, Yahoo! and Microsoft maintain the
Top 3 slots for the region, however, and Facebook takes the #10 spot. TENCENT’s
popular QQ application drives its usage statistics up, and Facebook’s ‘stickiness’ is
well-documented.

Top 10 Properties: Asia Pacific Top 10 Properties: Asia Pacific

% Reach Average Minutes per User

Google Sites 54.9 Google Sites 117.4

Yahoo! Sites 41.0 Yahoo! Sites 152.0
Microsoft Sites 39.8 Microsoft Sites 133.3
Baidu.com Inc. 35.2 Baidu.com Inc. 56.2
TENCENT Inc. 35.2 TENCENT Inc. 348.9
SINA Corporation 22.2 SINA Corporation 42.7
Alibaba.com Corporation 21.6 Alibaba.com … 66.0
Sohu.com Inc. 17.8 Sohu.com Inc. 40.1
NetEase.com Inc. 16.9 NetEase.com Inc. 46.2
FACEBOOK.COM 16.5 FACEBOOK.COM 222.3

© comScore, Inc. Proprietary and Confidential. 14

How Does Asia Use the Internet?

Most web users in Asia Pacific use Search (led by Google and Baidu), but Social
Networks and Entertainment sites capture the largest share of users’ time online

Key Categories Key Categories

% Reach Share of Time
Search/Navigation 77.2% Search/Navigation 4.1%
Entertainment 69.0% Entertainment 9.1%
Directories/Resources 62.3% Directories/Resources 1.8%
News/Information 57.0% News/Information 2.7%
Retail 55.9% Retail 3.5%
e-mail 54.6% e-mail 4.1%
Social Networking 50.5% Social Networking 9.5%
Downloads 49.7% Downloads 1.0%
Community 47.7% Community 1.9%
Games 47.6% Games 3.0%
Blogs 45.8% Blogs 1.5%
Technology 43.5% Technology 0.6%
Business/Finance 40.5% Business/Finance 1.9%
Auctions 33.2% Auctions 2.2%
Photos 27.0% Photos 0.5%

© comScore, Inc. Proprietary and Confidential. 15 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Search is Uniformly Popular in Asia Pacific

Most in Asia Pacific use Search, but average search volume varies considerably

Search/Directories Search
% Reach Average Searches per Searcher
World-Wide 83.7% World-Wide 109.5
Asia Pacific 77.2% Asia Pacific 89.0
Europe 87.5% Europe 126.2
North America 92.4% North America 113.4
Latin America 86.9% Latin America 144.7
MidEast Africa 81.3% MidEast-Africa 96.9

China 67.3% China 66.8

Japan 89.6% Japan 126.2
India 84.9% India 79.2
South Korea 92.4% Korea 136.9
Australia 91.5% Australia 129.2
Taiwan 86.0% Taiwan 85.8
Malaysia 88.2% Malaysia 92.4
Vietnam 92.9% Vietnam 72.1
Indonesia 84.2% Indonesia 91.4
Philippines 85.5% Philippines 140.2
Hong Kong 85.1% Hong Kong 125.6
Singapore 92.5% Singapore 122.7
New Zealand 88.9% New Zealand 125.8

© comScore, Inc. Proprietary and Confidential. 16 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix and qSearch, April 2010
Google Trails where Local Language is Dominant
and There is a Strong Local Challenger

Google Share of Total Searches Searches on Google account for two-

thirds of global searches; in Asia-Pacific,
World-Wide 63% Google accounts for less than 45%
Asia Pacific 38%
In most Asian markets, Google takes the
Europe 77%
lion’s share of search activity, but in a
North America 62%
Latin America 86%
few, it takes second- or even third-seat
Mid East-Africa 83%
to dominant local providers. In countries
where Yahoo! has done an effective job
China 13% 64% of localization, such as in Japan and
Japan 48% 44% Taiwan, it has become the top search
India 86% provider
Korea 8% 51% 25% Country Top Search Provider
Australia 80%
Taiwan 28% 62% China Baidu
Malaysia 70%
Japan Yahoo! Japan
Vietnam 90%
Indonesia 80% Korea NHN Corporation (Naver)
Philippines 64% Daum
Hong Kong 33% 54%
Singapore 73% Taiwan Yahoo! Taiwan
New Zealand 77%
Hong Kong Yahoo!
© comScore, Inc. Proprietary and Confidential. 17 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix and qSearch, April 2010
Entertainment is Extremely Popular in Asia Pacific

High-penetration, high-broadband countries spend the most time on Entertainment

Entertainment Entertainment
% Reach Share of Total Online Time
World-Wide 77.5% World-Wide 9.3%
Asia Pacific 69.0% Asia Pacific 9.1%
Europe 81.7% Europe 9.4%
North America 97.4% North America 10.1%
Latin America 74.9% Latin America 9.7%
MidEast Africa 64.8% MidEast Africa 7.5%

China 63.4% China 7.1%

Japan 75.3% Japan 16.2%
India 63.1% India 8.1%
South Korea 81.8% South Korea 6.4%
Australia 80.1% Australia 9.6%
Taiwan 90.4% Taiwan 7.2%
Malaysia 73.3% Malaysia 9.5%
Vietnam 92.2% Vietnam 7.8%
Indonesia 69.0% Indonesia 5.4%
Philippines 73.8% Philippines 12.6%
Hong Kong 90.8% Hong Kong 11.8%
Singapore 91.7% Singapore 15.1%
New Zealand 79.0% New Zealand 11.9%

© comScore, Inc. Proprietary and Confidential. 18 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Japan watches the most Videos; Singapore is on YouTube Most

Video viewers in Japan watched an average of 158.3 videos in May 2010, and viewers
in Australia spent the most time watching videos, logging more than 14 hours in May
Hong Kong and Singapore have similarly high per-viewer volume
The majority of videos seen in Singapore and Malaysia were on YouTube. YouTube’s
share in Japan is still significant, but much smaller – local providers there perhaps
had first-mover advantage, and have the further advantage of being local

Total YouTube Share of Videos Watched

Videos
Unique Hours per
per
Viewers Viewer
Viewer Singapore 63.3
(MM)
China 199.4 13.4 51.8
Malaysia 62.6
Japan 61.1 6.9 158.3
Australia 55.0
Australia 10.9 14.3 94.0

Malaysia 8.1 7.0 74.4 Hong Kong 51.4

Hong Kong 3.7 4.7 147.4

Japan 44.0
Singapore 2.5 11.5 145.7

© comScore, Inc. Proprietary and Confidential. 19 Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, May 2010
Social Networking Captures Significant Time in Certain Countries

No doubt that SNs have become very important in the region, but the extent varies

Social Networking Social Networking

% Reach Share of Total Online Time
World-Wide 69.8% World-Wide 13.9%
Asia Pacific 50.5% Asia Pacific 9.5%
Europe 80.9% Europe 18.7%
North America 89.0% North America 12.0%
Latin America 82.7% Latin America 16.4%
MidEast Africa 72.6% MidEast Africa 14.5%

China 38.4% China 7.8%

Japan 44.2% Japan 4.4%
India 71.8% India 14.4%
South Korea 64.1% South Korea 5.4%
Australia 82.4% Australia 18.1%
Taiwan 76.8% Taiwan 11.3%
Malaysia 86.5% Malaysia 25.9%
Vietnam 51.4% Vietnam 2.3%
Indonesia 87.0% Indonesia 32.6%
Philippines 89.9% Philippines 33.1%
Hong Kong 75.4% Hong Kong 12.5%
Singapore 85.9% Singapore 16.8%
New Zealand 81.5% New Zealand 18.7%

© comScore, Inc. Proprietary and Confidential. 20 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Philippines, Indonesia, Malaysia Heaviest Facebook Users

A few countries are holding on to local Social Networks, but usage does not
approach Facebook levels
Top Social Networks
Share of
Country Social Network Reach
Time
Baidu Space 16% 0.1%
China
Kaixin001.com 7% 4%
Orkut 50% 6%
India
Facebook 42% 7%
Japan MIXI.JP 19% 3%

South Korea CyWorld 56% 4%

Taiwan Wretch.cc 62% 5%

Philippines Facebook 92% 30%

Indonesia Facebook 87% 31%

Malaysia Facebook 83% 23%

Singapore Facebook 76% 15%

Australia Facebook 74% 16%

New
Facebook 70% 14%
Zealand
Hong Kong Facebook 66% 12%

Vietnam Facebook 17% 2%

© comScore, Inc. Proprietary and Confidential. 21 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Twitter’s Popularity Increasing in this Region

Globally, Twitter reach has doubled in the past year. Regionally, its increase has
been 3-fold, and much higher in some countries: Japan, India, Korea outpace that
growth. Newly-reporting countries Philippines and Indonesia also post high reach
and rapid growth.

Twitter % Reach
20

18 Indonesia
17.0
16 Japan
15.8
Philippines
14 14.9
Singapore
12 12.7 India

10 9.6 New Zealand

Malaysia
8
Australia
6 South Korea
Hong Kong
4
Vietnam
2
Taiwan
0 China

© comScore, Inc. Proprietary and Confidential. 22 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2008 to May 2010
Wide Range in Popularity of Photo sites among Asian Audience

Philippines, Indonesia, Malaysia have highest Photos reach and share of time

Photos Photos
% Reach Share of Total Online Time
World-Wide 43.8% World-Wide 0.9%
Asia Pacific 27.0% Asia Pacific 0.5%
Europe 53.0% Europe 1.1%
North America 60.1% North America 0.7%
Latin America 53.8% Latin America 1.0%
MidEast Africa 50.3% MidEast Africa 1.5%

China 21.3% China 0.2%

Japan 19.3% Japan 0.2%
India 31.8% India 0.8%
South Korea 17.1% South Korea 0.1%
Australia 57.6% Australia 1.4%
Taiwan 32.9% Taiwan 0.4%
Malaysia 65.1% Malaysia 2.8%
Vietnam 32.0% Vietnam 0.5%
Indonesia 63.9% Indonesia 3.5%
Philippines 71.4% Philippines 4.3%
Hong Kong 57.2% Hong Kong 1.2%
Singapore 61.2% Singapore 1.7%
New Zealand 52.7% New Zealand 1.3%

© comScore, Inc. Proprietary and Confidential. 23 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Gaming Popularity Linked with Social Networking Use

For heaviest users in the Philippines, top Gaming sites are linked to Facebook use

Games Games
% Reach Share of Total Online Time
World-Wide 49.5% World-Wide 3.7%
Asia Pacific 47.6% Asia Pacific 3.0%
Europe 50.7% Europe 4.0%
North America 58.1% North America 4.2%
Latin America 47.2% Latin America 2.7%
MidEast Africa 38.6% MidEast Africa 4.2%

China 53.8% China 3.0%

Japan 36.5% Japan 2.9%
India 26.1% India 1.9%
South Korea 52.8% South Korea 3.8%
Australia 42.9% Australia 3.4%
Taiwan 55.2% Taiwan 3.0%
Malaysia 42.2% Malaysia 2.8%
Vietnam 59.8% Vietnam 2.6%
Indonesia 44.6% Indonesia 2.9%
Philippines 62.5% Philippines 5.5%
Hong Kong 57.9% Hong Kong 3.5%
Singapore 54.0% Singapore 2.9%
New Zealand 43.0% New Zealand 5.0%

© comScore, Inc. Proprietary and Confidential. 24 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Visiting to Retail Sites Strong Despite Immature E-Commerce

Above-average share of time on Retail driven by large markets in China & Japan

Retail Retail
% Reach Share of Total Online Time
World-Wide 64.1% World-Wide 2.6%
Asia Pacific 55.9% Asia Pacific 3.5%
Europe 68.4% Europe 2.2%
North America 84.2% North America 3.3%
Latin America 64.4% Latin America 1.6%
MidEast Africa 45.9% MidEast Africa 0.5%

China 49.4% China 4.5%

Japan 77.8% Japan 5.7%
India 47.5% India 1.4%
South Korea 71.7% South Korea 2.5%
Australia 69.0% Australia 1.6%
Taiwan 60.5% Taiwan 2.3%
Malaysia 44.4% Malaysia 0.7%
Vietnam 66.3% Vietnam 1.4%
Indonesia 49.8% Indonesia 1.0%
Philippines 46.6% Philippines 0.7%
Hong Kong 58.6% Hong Kong 1.5%
Singapore 62.6% Singapore 1.1%
New Zealand 65.3% New Zealand 1.5%

© comScore, Inc. Proprietary and Confidential. 25 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Comparison Shopping Sites are Key in Japan

Amazon is the #1 Retail site in Japan in terms of Reach, but Rakuten has an
audience that is almost as large, AND spends more than twice as long on the site.
Clearly, looking at the collection of sites that comprise the Top 10 Retailers,
consumers in this developed e-Commerce market are using multi-category retailers
and comparison shopping sites to find the best selection and value online.

Top Retail Sites: Japan Top Retail Sites: Japan

% Reach Average Minutes per User

Amazon Sites 40.0 Amazon Sites 17.6

RAKUTEN.CO.JP 38.9 RAKUTEN.CO.JP 36.1
Yahoo! Shopping 31.7 Yahoo! Shopping 16.3
Kakaku.com Inc. 29.1 Kakaku.com Inc. 15.6
Apple.com Sites 16.0 Apple.com Sites 10.8
Rakuten Ichiba … 9.9 Rakuten Ichiba … 7.7
Rakuten Books 6.9 Rakuten Books 3.8
ValueClick Sites 6.4 ValueClick Sites 0.9
OCNK.NET 5.2 OCNK.NET 7.0
DMM.COM 5.0 DMM.COM 7.0

© comScore, Inc. Proprietary and Confidential. 26 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Business/Finance sites Frequented by Users from HK, Korea, S’pore

Banks dominate most countries’ Top Business/Finance site lists

Business/Finance Business/Finance
% Reach Share of Total Online Time
World-Wide 49.2% World-Wide 1.6%
Asia Pacific 40.5% Asia Pacific 1.9%
Europe 51.8% Europe 1.3%
North America 80.3% North America 2.4%
Latin America 37.4% Latin America 0.7%
MidEast Africa 28.4% MidEast Africa 0.4%

China 36.6% China 2.2%

Japan 41.2% Japan 1.5%
India 46.5% India 3.8%
South Korea 69.7% South Korea 1.2%
Australia 59.7% Australia 1.9%
Taiwan 39.3% Taiwan 2.1%
Malaysia 38.2% Malaysia 1.4%
Vietnam 33.0% Vietnam 1.2%
Indonesia 24.8% Indonesia 1.1%
Philippines 25.9% Philippines 0.3%
Hong Kong 56.3% Hong Kong 3.3%
Singapore 54.1% Singapore 2.4%
New Zealand 61.8% New Zealand 1.9%

© comScore, Inc. Proprietary and Confidential. 27 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Banks & Financial Portals areTop Business/Finance Sites in India

A number of banks are among the Top Business/Finance sites in India, including
both local and international banks. Financial portals such as Moneycontrol.com and
Yahoo! Finance are also in the Top 10. Moneycontrol enjoys a high level of
popularity in India, keeping users on the site an average of 71 minutes over the
course of a month. Bombay Stock Exchange is a similarly sticky site in the category.

Top Business/FinanceSites: India Top Business/FinanceSites: India

% Reach Average Minutes per User

ICICI Bank 12.6 ICICI Bank 27.6

HDFC Group 8.9 HDFC Group 23.1
State Bank of India 7.4 State Bank of India 19.8
Citigroup 5.0 Citigroup 13.6
Indian Overseas Bank 4.9 Indian Overseas Bank 5.4
MONEYCONTROL.COM 4.5 MONEYCONTROL.COM 71.4
Yahoo! Finance 3.2 Yahoo! Finance 12.9
Axis Bank 3.2 Axis Bank 17.5
Life Insurance Corp of India 2.6 Lif e Insurance Corp of India 19.1
Bombay Stock Exchange 2.3 Bombay Stock Exchange 83.0

© comScore, Inc. Proprietary and Confidential. 28

News/Information a Key Content Category for this Audience

Appetite for News, low connectivity demands make News/Info a key activity in Vietnam

News/Information News/Information
% Reach Share of Total Online Time
World-Wide 66.4% World-Wide 2.7%
Asia Pacific 57.0% Asia Pacific 2.7%
Europe 67.1% Europe 2.5%
North America 98.1% North America 3.8%
Latin America 60.3% Latin America 1.7%
MidEast Africa 49.1% MidEast Africa 1.2%

China 49.8% China 2.5%

Japan 70.1% Japan 3.2%
India 50.7% India 1.5%
South Korea 81.6% South Korea 2.9%
Australia 69.1% Australia 3.3%
Taiwan 76.5% Taiwan 3.8%
Malaysia 48.0% Malaysia 1.6%
Vietnam 91.1% Vietnam 8.5%
Indonesia 63.1% Indonesia 4.7%
Philippines 43.1% Philippines 0.7%
Hong Kong 79.9% Hong Kong 2.6%
Singapore 75.2% Singapore 2.2%
New Zealand 79.4% New Zealand 3.3%

© comScore, Inc. Proprietary and Confidential. 29 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, April 2010
Summary of Key Findings

Asia Pacific is the dominant regional audience and will be critical in the global
Internet competition

Web penetration will continue to increase in emerging markets within Asia, and
even in markets where web usage is well-established, increased broadband
adoption will drive additional consumption

Demographic profiles in the region are closely linked with Internet penetration
rates: where Internet penetration is high, the populations look more like the global
average; in mid- and low-penetration countries, the audiences skew younger

Internet usage is distinct by market
– High broadband penetration drives increased Entertainment usage in Japan, Hong Kong, Singapore
– Social Networking is emerging as THE key Internet activity in a few markets, particularly in
Southeast Asia. The heavy penetration of social media also has a multiplicative “viral” effect for
other types of Web 2.0 content. This ranges from Photo sharing to Video and Online Gaming
– E-commerce and online shopping is still in its infancy in Asia

In this extremely diverse region, effective localization is critical: a strong global

brand is not sufficient for success. Language is important, but understanding and
catering to the online and offline culture is important as well

© comScore, Inc. Proprietary and Confidential. 30

Thank You

If you have questions or comments on today’s presentation, please email

Joe Nguyen at jnguyen@comscore.com

A copy of this presentation will be sent to all attendees within 24 hours of

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© comScore, Inc. Proprietary and Confidential. 31