Southeast Asia Digital Future in Focus 2013

Key Insights and Digital Trends from Southeast Asia

26 July 2013

Introduction

#FutureinFocus

Executive Summary

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.

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 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.

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.

FOR FURTHER INFORMATION, PLEASE CONTACT: A Singh worldpress@comscore.com

Key Takeaways

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.

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.

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.

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.

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

#FutureinFocus

GLOBAL OVERVIEW

Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe

34% Outside US

Latin America 9%

Middle East - Africa 9%

Asia Pacific 41%

North America 14%

87% Outside US

66%

Europe 27%

13%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

1996 2012

Southeast Asia online population in excess of 62 million Grows at a healthy 9% in the last year

Total 604 MM

Total 644 MM

Rest of APAC, 13.5%

Rest of APAC, 13.9%

l

Southeast Asia, 9.6% Southeast Asia, 9.4%

Japan, 11.4% Japan, 12.2%

n o i t a u p o P e n

i l

India, 9.3% India, 11.5%

n O c

i f i

c a P a

i

s A

China, 55.2% China, 54.0%

f o e r a h S

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

Mar-12 Mar-13

Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

37.2

r o t i

Global Average: 23.4 Hours a Month

i

26.8 26.1

17.3 17.2

s V r e p s r u o H

North America Europe Latin America Middle East - Africa Asia Pacific

+7%

644

)

604 +5%

M M

412 391 +12% +1%

( s r o t i

Mar-12

i

+3% 217 215 Mar-13 147

134

131 130

i

s V e u q n U

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

Asia Pacific Europe North America Latin America Middle East - Africa

#FutureinFocus

SOUTHEAST ASIAN ONLINE LANDSCAPE

Online Audience in Southeast Asia High Growth in Developing Regions

18.0

Vietnam, the largest audience in the region, added 2 million internet users in the past year, a growth rate of 14%

16.1

16.0

14.1

13.6

14.0

12.4

11.8

12.0

The internet audience in the Philippines is the fastest-growing in the region, growing by 22% since March 2012.

9.5

10.0

8.9

7.4

8.0

Mar-12 Mar-13

6.1

6.0

3.4

4.0

3.3

2.0

Vietnam

Indonesia

Malaysia

Thailand

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013

Engagement Across Southeast Asian Audiences Users in Thailand and Vietnam Spent the Most Time Online

Average Time Spent Online (Hours) March 2013

Vietnam

26.2

Thailand

27.2

Singapore

16.6

Philippines

16.4

Malaysia

16.0

Indonesia

13.5

Axis Title

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, 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

14% 8% 5%

42%

32%

Vietnam

14% 7% 4%

45%

29%

Thailand

e g A y b

n o

25%

17%

8%

24%

27%

Singapore

i t

16% 9% 5%

40%

31%

Philippines

a u p o P e n

i l

n O

22% 10% 6%

37%

26%

Malaysia

o %

19% 8% 4%

43%

27%

Indonesia

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

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

30.0

28.3

27.7

24.2

25.0

22.2

20.0

18.2

16.5

16.4

16.0

15.2

14.5

13.6

15.0

13.5

10.0

5.0

0.0

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

#FutureinFocus

DIGITAL AUDIENCE BEHAVIOUR

Non-PC traffic in South-East Asia zooms ahead, in excess of 20% This number is accelerating with each passing month

100%

95%

90%

85%

Non-PC Traffic: 15.4%

80%

Non-PC Traffic: 20.9%

75% Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13

Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13

PC Mobile Tablet Other

Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services (Email, IM) Also Significant

100%

90%

e n

i l

80%

n O

70%

14.5%

60%

Other

14.2%

17.5%

13.2%

50%

Retail

17.3%

News/Information

i

19.3%

t n e p S s e t u n M

19.5%

Entertainment

l

13.2%

40%

16.9%

16.1%

21.9%

Services

30%

15.4%

16.0%

17.7%

20%

Social Networking

41.5%

32.3%

a t o T f o e r a h S

30.8%

25.4%

10%

21.6%

19.7%

16.1%

Worldwide Vietnam Indonesia Malaysia

Thailand Philippines Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Males in the Region Spend More Time Online than Women Differences in Usage Largest in Vietnam, Thailand, and Singapore

29.0

27.9

r o t i

25.4

i

24.2

Males

Females

18.5

17.1

16.8

15.6

15.1

14.8

14.6

12.1

s V r e p s r u o H e g a r e v A

Vietnam

Thailand

Singapore

Philippines

Malaysia

Indonesia

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

Globally, Women are More Likely to Visit Family, Home, and Retail Sites; Men Gravitate Towards Sports, Auto, and Technology

168

Fragrances/Cosmetics

Politics

152

Flowers/Gifts/Greetings

Technology - News

140

Lifestyles - Food

Automotive

137

Department Stores

Gaming Information

137

Jewelry/Accessories

Online Gambling

133

Teens

Sports

130

Family & Parenting

Online Trading

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

(Highest) F-to-M Reach Index (Lowest) F-to-M Reach Index

Device usage varies significantly by time of day PC’s take up work hours, while tablets rule evenings

Tablets popular at night

PCs dominate working hours

y a d k r o W

l

i

Mobiles brighten the commute

i

a c p y T a n o c i f f a r T e g a P e c v e D

f o e r a h S

Source: comScore Device Essentials, July 2013, Singapore

#FutureinFocus

SOCIAL NETWORKING

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

Percent of Web Users Visiting a Social Networking Site

96.1

93.9

91.6

88.2

86.9

85.4

Vietnam Thailand Singapore Philippines Malaysia

Indonesia

Mar-2013

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

The Philippines, Thailand, and Malaysia Among Top 15 Countries With the Highest Facebook Penetration Globally

Facebook Top 15 Markets by % Reach

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

Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan

81.0

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Facebook Reach in Vietnam Doubles, #1 Social Network Gains major share from Zing

80.0

75.0

70.0

65.0

60.0

55.0

50.0

Zing Me Facebook

45.0

40.0

35.0

30.0

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013

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

Reach of Top 5 Social Networks by Country

Vietnam

Indonesia

74.5

80.2

FACEBOOK.COM FACEBOOK.COM

32.9

26.4

ZING Me TWITTER.COM

DIENDANBACLIEU.NET Linkedin

KENHSINHVIEN.NET Yahoo! Profile

12.4 10.2 7.0

10.5 5.9 4.9

Linkedin TUMBLR.COM

Malaysia

Thailand

82.3

89.2

FACEBOOK.COM FACEBOOK.COM

TWITTER.COM TWITTER.COM

15.9 13.9

Linkedin SOCIALCAM.COM

TUMBLR.COM Linkedin

5.7 5.3

10.8 9.4 9.2 6.1

Tagged Inc. PANTOWN.COM

Philippines

Singapore

92.1

65.9

FACEBOOK.COM FACEBOOK.COM

20.3

TWITTER.COM Linkedin

20.1 16.0

TUMBLR.COM TWITTER.COM

10.2

Linkedin TUMBLR.COM

12.6 8.6 6.5

3.9

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Yahoo! Profile GOODREADS.COM

Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region Thailand, Philippines and Singapore had Highest Reach for the Category

Percent Reach of Photos Category

Minutes Spent per Visitor on Photos Category

Worldwide

33.5%

13.0

Vietnam

27.3%

15.5

Indonesia

28.8%

7.1

Malaysia

7.0 32.0%

Thailand

8.9 41.9%

Philippines

9.2 35.6%

Singapore

9.4 35.0%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

#FutureinFocus

ONLINE RETAIL ON THE RISE

Amazon and Lazada Among the Top Retailers in SEA Local Players Doing Well in Vietnam

Unique Visitors (000) Top 5 Retail Sites per Country

Vietnam

Indonesia

Malaysia

VATGIA.COM

AVG.COM

1,435

Amazon Sites

6,322

1,497

Lazada Sites

Amazon Sites

1,347

AVG.COM

2,351

1,050

5GIAY.VN

Lazada Sites

1,260

Alibaba.com Corporation

2,203

935

ENBAC.COM

INDONETWORK.CO.ID

Apple.com Worldwide Sites

1,970

778

840

1,793

THEGIOIDIDONG.COM

Apple.com Worldwide Sites

GROUPON.MY

703

640

Thailand

Philippines

Singapore

WELOVESHOPPING.COM

1,732

Amazon Sites

1,094

Amazon Sites

680

Rakuten Inc

1,337

Apple.com Worldwide Sites

730

533

AVG.COM

1,146

AVG.COM

Giosis Group

693

440

Lazada Sites

1,086

Lazada Sites

Alibaba.com Corporation

628

326

Apple.com Worldwide Sites

1,031

MULTIPLY.COM

AVG.COM

515

264

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Spotlight: Retailer Lazada Shows Strong Growth in the Region Heavy Increases in Penetration Over Past Six Months

Unique Visitors (000) to Lazada Sites

Sep-2012 +52%

Mar-2013 2,351

1,550 +84%

+60%

1,260

1,086

+46% +49% 684 679 628

490 430 328

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

Vietnam Thailand Philippines Malaysia Indonesia

Spotlight: International Leader Amazon, loses share Malaysia, Vietnam and Indonesia show biggest drop

Unique Visitors (000) to Amazon Sites

-28%

577

Apr-12 416

Mar-13 -20%

295

-5% 235 -18% -26% -5% 182 173 166 159

137

133 130 123

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, April 2012 and March 2013

Indonesia Malaysia Philippines Singapore Thailand Vietnam

Retail Category Provides Lots of Headroom for Growth Both in terms of Penetration and Time Spent

Percent Reach of Retail Category

Minutes Spent per Visitor on Retail Category

Worldwide

73.7%

79.5 Vietnam

76.7%

36.5 Indonesia

54.8%

21.8 Malaysia

54.4%

18.0 Thailand

20.3 67.4%

Philippines

17.4 53.3%

Singapore

33.2 68.4%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

#FutureinFocus

NEWS AND INFORMATION

Reach of News/Information Category is Highest in Singapore, but Visitors in Vietnam Spend the Most Time on Those Sites

Percent Reach of News/Information Category

Minutes Spent per Visitor on News/Information Category

Worldwide

76.1%

69.7 Vietnam

90.0%

194.8 Indonesia

63.5%

75.9 Malaysia

73.0%

37.4 Thailand

32.9 71.0%

Philippines

25.9 50.0%

Singapore

55.7 92.3%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Large Nonresident Population Drives Visiting to Filipino News Sites Singapore’s News Channels Source Traffic from Within the Region

4,000

8,000

12,000

2,000

4,000

6,000

I

VnExpress

Kompas Gramedia

I

DANTRI.COM.VN

detikcom

A S E N O D N

M A N T E V

I

Bao Moi

Kapanlagi.com Sites

2,000

4,000

500

1,000 1,500 2,000

I

Sanook News

Malaysiakini Sites

I

Manager Media Group

The Star Online

A S Y A L A M

D N A L A H T

Nation Multimedia Group

THEMALAYSIANINSIDE…

500 1,000 1,500 2,000

5,000

10,000

INQUIRER.NET

63%

The AsiaOne Network

74%

I

ABS-CBNNEWS.COM

61%

I

CHANNELNEWSASIA.COM

I

E R O P A G N S

S E N P P L H P

PHILSTAR.COM

63%

In-Country UV (000)

Out-of-Country UV (000)

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Blogs Form an Important Component of News Stream Reach of the Category is Highest in Indonesia and Thailand

Percent Reach of Blogs Category

Minutes Spent per Visitor on Blogs Category

Worldwide

29.5 53.3%

Vietnam

15.6 49.5%

Indonesia

32.9 71.6%

Malaysia

28.3 64.5%

Thailand

20.8 71.3%

Philippines

14.4 49.7%

Singapore

25.2 58.5%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

#FutureinFocus

ONLINE TRAVEL

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

Percent Reach of Travel Category

Minutes Spent per Visitor on Travel Category

Worldwide

35.7%

25.6 Vietnam

23.0%

9.2 Indonesia

22.9%

32.3 Malaysia

30.0%

19.2 Thailand

37.7%

17.3 Philippines

27.8%

15.7 Singapore

45.7%

25.4

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Visiting to Travel Subcategories Singapore and Thailand lead others in the travel segment

30.0%

% Reach of Travel Subcategories

25.0%

20.0%

15.0%

10.0%

5.0%

0.0%

Travel - Information

Online Travel Agents

Hotels/Resorts

Airlines

Vietnam Indonesia Malaysia

Thailand

Philippines

Singapore Worldwide

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Priceline Has Made Major Inroads in All Markets in Southeast Asia Local Low-Cost Airlines Prominent in Top Sites Lists Across Region

Unique Visitors (000) Top 5 Travel Sites per Country

Vietnam

Indonesia

Malaysia

Priceline.com Incorporated

1,278

424

970

MYTOUR.VN

LIONAIR.CO.ID

AirAsia

1,078

309

561

VIETJETAIR.COM

AirAsia

Malaysia Airlines

672

305

513

Vietnam Airlines

TripAdvisor Inc.

629

301

396

Qantas Airlines

GARUDA-INDONESIA.COM

381

Orbitz Worldwide

294

Thailand

Philippines

Singapore

Priceline.com Incorporated

1,229

Priceline.com Incorporated

STREETDIRECTORY.COM

374

569

CEBUPACIFICAIR.COM

Priceline.com Incorporated

Sanook Travel

372

557

464

AirAsia

TripAdvisor Inc.

299

541

336

TripAdvisor Inc.

AirAsia

Tiger Airways

238

389

199

CHIANGRAIFOCUS.COM

Orbitz Worldwide

Qantas Airlines

203

346

168

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

#FutureinFocus

ENTERTAINMENT AND ONLINE VIDEO

Countries with More Young People Visit and Spend More Time on Entertainment Sites

Hours Spent per Visitor on Entertainment Category

Percent Reach of Entertainment Category

Worldwide

3.5 Worldwide

88.0%

Vietnam

5.3 Vietnam

96.1%

Indonesia

2.2 Indonesia

79.8%

Malaysia

2.3 Malaysia

97.2%

Thailand

4.8 Thailand

99.1%

Philippines

2.9 Philippines

82.5%

Singapore

3.4 Singapore

96.3%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Web Users in Vietnam Most Likely to Visit Music, Movies, and Entertainment News Sites in the Region

80% 63% 79%

s e

Multimedia

94%

73%

82% 80% 41% 36%

As in almost all markets, YouTube accounts for the lion’s share of visiting to Multimedia sites in this region

Entertainment - Music

41%

i r o g e t a c b u S

36% 36%

61%

33% 23%

i

16%

Local sites typically dominate the Entertainment News category

Entertainment - News

25% 41%

Vietnam

59% 16%

t n e m n a t r e t n E

Indonesia

Entertainment - Movies

Malaysia

Thailand

26% 47% 21% 36%

Philippines

16% 18% 26% 32%

f o h c a e R %

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

20% 44%

Most Top Entertainment Sites in SEA are International Properties

Unique Visitors (000) Top 5 Entertainment Sites per Country

Vietnam

Indonesia

Malaysia

YOUTUBE.COM

11,101

YOUTUBE.COM

7,339

7,171

ZING MP3

9,711

omg! from Yahoo!

CBS Interactive

2,152

2,172

24h Online Advertising JSC

7,054

KAPANLAGI.COM

VEVO

1,884

2,133

KENH14.VN

CBS Interactive

Viacom Digital

5,373

1,730

1,808

NHACCUATUI.COM

VEVO

DAILYMOTION.COM

5,236

1,329

1,636

Thailand

Philippines

Singapore

7,289

YOUTUBE.COM

1,989

4,902

3,329

MTHAI.COM

VEVO

iTunes Software (App)

978

1,563

2,491

DAILYMOTION.COM

CBS Interactive

870

1,447

2,053

VEVO

Viacom Digital

MediaCorp Network

772

1,231

1,589

iTunes Software (App)

VEVO

694

1,225

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now

16,000

14,000

12,000

+14%

10,000

8,000

-2% +3%

6,000

+18%

4,000

2,000

Vietnam

Indonesia

Malaysia

Philippines

Singapore

Apr-2012

Apr-2013

+5%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

*Sum of 5 Countries Under Video Measurement by comScore

But Videos Per-Viewer on PC moves in opposite direction

Videos Viewed per Visitor

-46%

192.6

-26%

160.6

-41% -3%

119.1

Apr-12 Apr-13

104.8

-29%

100.4

98.4

95.3

71.2

59.4

50.5

Vietnam

Indonesia

Malaysia

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

Google Accounts for the Majority of Videos Viewed Overall in the Region, with Some Exceptions

All Others Google Sites

In the Philippines, 14.5% of Videos Viewed are on Facebook

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

23%

24%

36%

46%

58%

Share of Videos Viewed

77%

76%

64%

54%

42%

Vietnam

Indonesia

Malaysia

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013

931 M 353 M 1.6 B 357 M 459 M Total Number of Videos Viewed

#FutureinFocus

SEARCH

Number of People Using Search Continues to Grow Except for Singapore and Malaysia

Growth in Unique Searchers March 2012 to March 2013

+13%

Worldwide, the number of unique searchers grew by 6% over the same time period

)

15.3

13.6

+7%

M M

-2%

(

12.3

11.4

10.9

10.7

10.0

9.5

+6%

6.8

5.7

+19%

i

3.0

s r e h c r a e S e u q n U

Vietnam

Thailand

Indonesia Malaysia

Philippines Singapore

Mar-12 Mar-13

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

Thai Internet Users the Heaviest Searchers Singapore, Malaysia, Indonesia Score Below Global Average

143.3

122.1

120.8

119.7

97.3

91.1

83.9 r e h c r a e S r e p s e h c r a e S

World-Wide Vietnam Thailand Singapore Philippines Malaysia

Indonesia

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

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

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

l

97%

96%

88%

87%

84%

s e h c r a e S

l

a t o T f o e r a h S e g o o G

Vietnam

Thailand

Indonesia Malaysia Philippines Singapore

Google Share of Searches

All Other

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

#FutureinFocus

COUNTRY SPOTLIGHTS

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%

Lifestyles

59% 54% Blogs 44% 67% 53%

29% 87% Photos 23% Social Networking 67% 33% 79%

63% 86% News/Information 67% Search/Navigation 76% 79% 87%

78%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

53% e-mail 56% 65% Games 52% 53% 54% 63% Multimedia 74% 80% Entertainment 83% 88% 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

Highest-Indexing Categories by Reach, Compared to WW Averages

79% 64% Multimedia 74% Blogs 44% 78% 53%

64% 92% e-mail 56% Social Networking 67% 65% 79%

83%

74% 97% Directories/Resources 68% Entertainment 76% 88%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

73% News/Information 67% 95% 76% Search/Navigation 79% 87% 32% Photos 23% 95% 33% Portals 89% 93% 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

Highest-Indexing Categories by Reach, Compared to WW Averages

96% Entertainment 83% 83% Social Networking 67% 88% 79%

50% 36% Blogs 44% Photos 23% 53% 33%

83% Portals Games 89% 93% 55% 53% 54%

e-mail 56% 56% 84% 65% Search/Navigation 79% 87%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

Directories/Resources 65% 68% 76% Multimedia 73% 74% 78% Philippines APAC WW

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

38% 46% Education 26% Travel 29% 34% 36%

59% 72% Blogs 44% Business/Finance 52% 53% 57%

67%

71% 92% e-mail 56% News/Information 65% 76%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

96% Entertainment 83% 73% 88% Technology 51% 61% 73% Lifestyles 54% 44% 67% TV 23% 38% 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

Highest-Indexing Categories by Reach, Compared to WW Averages

98% 47% Entertainment 83% Education 26% 88% 34%

59% 68% Games Blogs 44% 53% 54% 53%

23%

98% 40% Portals Photos 89% 93% 33%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

70% Lifestyles 54% 92% 67% Multimedia 74% 78% 91% Search/Navigation 79% 94% 87% Social Networking 67% 79% Thailand APAC WW

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

73% 39% Lifestyles 54% Instant Messengers 30% 67% 21%

96% 50% Entertainment 83% Education 26% 88% 34%

53% 54%

95% 69% Search/Navigation 79% Games 87%

Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

66% Technology 51% 90% 61% News/Information 67% 76% 98% Portals 88% 89% 93% Social Networking 67% 79% Vietnam APAC WW

#FutureinFocus

CONCLUSION

2013: Putting the Future in Focus

ADAPTABLE ANALYTICS REQUIRED

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.

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.

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.

2013: Putting the Future in Focus

MULTI-PLATFORM TAKES CENTER STAGE

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.

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.

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.

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.

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.

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

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• 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

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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

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41.5% of PC screen time is spent on Social in the Philippines http://cmsc.re/hGKMc #FutureinFocus

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3 of the top 15 Facebook markets by % reach are in SEA http://cmsc.re/hGKMc #FutureinFocus

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• Non-resident Filipinos drive more than half of news website traffic in the Philippines http://cmsc.re/hGKMc

#FutureinFocus

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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

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#FutureinFocus

METHODOLOGY

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

ABOUT COMSCORE

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!.