Page 1

Key Insights and Digital Trends from Southeast Asia

Š comScore, Inc.

Proprietary.

26 July 2013


Introduction

#FutureinFocus

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.

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 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.

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

Š comScore, Inc.

Proprietary.

2


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. 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.

Š comScore, Inc.

Proprietary.

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.

3


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

Š comScore, Inc.

Proprietary.

4


#FutureinFocus

GLOBAL OVERVIEW

Š comScore, Inc.

Proprietary.


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

34% Outside US

87% Outside US

Middle East - Africa 9% North America 14%

Latin America 9% Asia Pacific 41%

Europe 27%

66%

13% 1996

2012

Š comScore, Inc.

Proprietary.

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

6


Share of Asia Pacific Online Population

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, 13.9%

Rest of APAC, 13.5%

Southeast Asia, 9.4%

Southeast Asia, 9.6%

Japan, 12.2%

Japan, 11.4%

India, 9.3%

India, 11.5%

China, 55.2%

China, 54.0%

Mar-12

Mar-13

Š comScore, Inc.

Proprietary.

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

7


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

Hours per Visitor

37.2 26.8

Global Average: 23.4 Hours a Month

26.1 17.3

North America

Europe

Latin America

17.2

Middle East - Africa

Asia Pacific

Unique Visitors (MM)

+7% 604

644 +5% 391

412 +12%

+1% 215

217 131

Asia Pacific

Europe

Š comScore, Inc.

Proprietary.

+3%

North America

147

Latin America

130

134

Mar-12 Mar-13

Middle East Africa

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

8


#FutureinFocus

SOUTHEAST ASIAN ONLINE LANDSCAPE

© comScore, Inc.

Proprietary.


Online Audience in Southeast Asia High Growth in Developing Regions 18.0 16.1

16.0 14.0

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

14.1

13.6 12.4

12.0

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

11.8 11.8

10.0

8.9

9.5

Mar-12 Mar-13

7.4

8.0 6.1

6.0 4.0

3.3 3.4

2.0 Vietnam

Indonesia

Š comScore, Inc.

Malaysia

Proprietary.

Thailand

Philippines

Singapore

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

10


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 Š comScore, Inc.

Proprietary.

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

11


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

% of Online Population by Age

Vietnam

42%

Thailand Singapore

45% 24% 40%

26%

43% 15-24

Š comScore, Inc.

Proprietary.

35-44

8% 5%

7% 4%

17%

16%

22%

27% 25-34

14%

25%

31%

37%

Indonesia

14%

29% 27%

Philippines Malaysia

32%

19%

45-54

8%

9%

5%

10%

6%

8% 4%

55+

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

12


Youngest Web Users Are Heaviest Web Users Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand

30.0 25.0

28.3

27.7

24.2 22.2

20.0

18.2 14.5

15.0

16.5 16.0

16.4

15.2

13.5 13.6

10.0 5.0 0.0 Vietnam

Thailand

Singapore Philippines Under 35

Š comScore, Inc.

Proprietary.

Malaysia

Indonesia

Over 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013

13


#FutureinFocus

DIGITAL AUDIENCE BEHAVIOUR

© comScore, Inc.

Proprietary.


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%

75% Sep-12

Non-PC Traffic: 20.9%

Oct-12

Nov-12 PC

© comScore, Inc.

Proprietary.

Dec-12 Mobile

Tablet

Jan-13

Feb-13

Mar-13

Other

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

15


Social Networking Captures Large Share of PC Screen Time in SEA Share of Time Spent on Services (Email, IM) Also Significant 100%

Share of Total Minutes Spent Online

90% 80% 70%

14.5% Other

60%

13.2%

14.2%

17.3%

50%

19.3% 40%

13.2% 16.0%

16.1%

Entertainment Services Social Networking

15.4% 17.7% 41.5%

20% 10%

News/Information

19.5%

16.9%

21.9% 30%

Retail

17.5%

19.7%

21.6%

25.4%

32.3%

30.8% 16.1%

0%

Worldwide Vietnam

Indonesia

Š comScore, Inc.

Proprietary.

Malaysia

Thailand Philippines Singapore

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

16


Average Hours per Visitor

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

29.0

27.9 24.2

25.4 Males

18.5

17.1 14.8

15.6

16.8

15.1

Females

14.6 12.1

Vietnam

Thailand

Singapore

Philippines

Malaysia

Indonesia

48%

44%

Female Share of Internet Population

47%

49% Š comScore, Inc.

51% Proprietary.

49%

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

17


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

(Highest)

(Lowest)

F-to-M Reach Index

F-to-M Reach Index

Fragrances/Cosmetics

168

Politics

78

Flowers/Gifts/Greetings

152

Technology - News

78

Lifestyles - Food

140

Automotive

77

Department Stores

137

Gaming Information

76

Jewelry/Accessories

137

Online Gambling

75

Teens

133

Sports

74

Family & Parenting

130

Online Trading

69

Š comScore, Inc.

Proprietary.

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

18


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

Tablets popular at night Share of Device Page Traffic on a Typical Workday

PCs dominate working hours

Mobiles brighten the commute

Š comScore, Inc.

Proprietary.

Source: comScore Device Essentials, July 2013, Singapore

19


#FutureinFocus

SOCIAL NETWORKING

Š comScore, Inc.

Proprietary.


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

Vietnam

86.9

85.4

Thailand

Singapore Philippines Malaysia

Indonesia

Mar-2013 Š comScore, Inc.

Proprietary.

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

21


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

Facebook Top 15 Markets by % Reach Brazil Philippines Peru Turkey Argentina Thailand Colombia Mexico Chile Venezuela Portugal Canada Israel Malaysia Taiwan

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 Š comScore, Inc.

Proprietary.

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

22


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

Zing Me Facebook

50.0 45.0 40.0

35.0 30.0

Š comScore, Inc.

Proprietary.

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

23


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 Indonesia by Country FACEBOOK.COM 74.5

Vietnam FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Linkedin

32.9 12.4 10.2 7.0

TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM

Malaysia TWITTER.COM Linkedin TUMBLR.COM Tagged Inc.

15.9 13.9 5.7 5.3

TWITTER.COM TUMBLR.COM Linkedin Yahoo! Profile

SOCIALCAM.COM Linkedin PANTOWN.COM

10.8 9.4 9.2 6.1

Singapore 92.1

20.3 12.6 8.6 6.5

Š comScore, Inc.

89.2

FACEBOOK.COM TWITTER.COM

Philippines FACEBOOK.COM

26.4 10.5 5.9 4.9

Thailand 82.3

FACEBOOK.COM

80.2

Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM

Proprietary.

65.9

FACEBOOK.COM

20.1 16.0 10.2 3.9

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

24


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 Worldwide Vietnam

33.5%

28.8%

Malaysia

32.0%

Thailand

Worldwide

13.0

Vietnam

27.3%

Indonesia

Minutes Spent per Visitor on Photos Category

41.9%

15.5

Indonesia

7.1

Malaysia

7.0

Thailand

8.9

Philippines

35.6%

Philippines

9.2

Singapore

35.0%

Singapore

9.4

Š comScore, Inc.

Proprietary.

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

25


#FutureinFocus

ONLINE RETAIL ON THE RISE

© comScore, Inc.

Proprietary.


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

6,322

AVG.COM

1,435

Amazon Sites

1,497

Lazada Sites

2,351

Amazon Sites

1,347

AVG.COM

1,050

5GIAY.VN

2,203

Lazada Sites

1,260

Alibaba.com Corporation

935

ENBAC.COM

1,970

INDONETWORK.CO.ID

778

Apple.com Worldwide Sites

840

THEGIOIDIDONG.COM

1,793

Apple.com Worldwide Sites

703

GROUPON.MY

640

Thailand

Philippines

Singapore

WELOVESHOPPING.COM

1,732

Amazon Sites

Amazon Sites

680

Rakuten Inc

1,337

Apple.com Worldwide Sites

730

Apple.com Worldwide Sites

533

AVG.COM

1,146

AVG.COM

693

Giosis Group

440

Lazada Sites

1,086

Lazada Sites

628

Alibaba.com Corporation

326

Apple.com Worldwide Sites

1,031

MULTIPLY.COM

515

AVG.COM

264

Š comScore, Inc.

Proprietary.

1,094

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

27


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

+52%

Unique Visitors (000) to Lazada Sites

Sep-2012 Mar-2013

2,351

1,550

+84% +60%

1,260

1,086 +46% +49%

679

628

684

490

430 328

Vietnam

Thailand

Š comScore, Inc.

Proprietary.

Philippines

Malaysia

Indonesia

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

28


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

182

173

-18% 159 130

Indonesia

Malaysia

Š comScore, Inc.

Philippines

Proprietary.

Singapore

-5%

137

-26% 166

133

123

Thailand

Vietnam

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

29


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

73.7%

Vietnam

76.7%

Minutes Spent per Visitor on Retail Category Worldwide Vietnam

Indonesia

54.8%

Indonesia

Malaysia

54.4%

Malaysia

Thailand Philippines

67.4% 53.3%

Singapore

68.4%

Š comScore, Inc.

Proprietary.

79.5

Thailand Philippines Singapore

36.5

21.8 18.0 20.3 17.4 33.2

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

30


#FutureinFocus

NEWS AND INFORMATION

© comScore, Inc.

Proprietary.


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 Vietnam

90.0%

Indonesia

73.0%

Thailand

71.0%

92.3%

Š comScore, Inc.

Proprietary.

Vietnam

194.8 75.9

Malaysia

37.4

Thailand

32.9

Philippines

50.0%

Singapore

69.7

Indonesia

63.5%

Malaysia

Philippines

Worldwide

76.1%

Singapore

25.9 55.7

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

32


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

0 INDONESIA

VIETNAM

0 VnExpress DANTRI.COM.VN Bao Moi

detikcom

0

The Star Online

500

4,000

Sanook News Manager Media Group

1,000 1,500 2,000

INQUIRER.NET

63%

61%

0 SINGAPORE

0

2,000

Nation Multimedia Group

THEMALAYSIANINSIDE…

PHILIPPINES

6,000

Kompas Gramedia

1,000 1,500 2,000 THAILAND

MALAYSIA

500

Malaysiakini Sites

PHILSTAR.COM

4,000

Kapanlagi.com Sites 0

ABS-CBNNEWS.COM

2,000

The AsiaOne Network

5,000

10,000

74%

CHANNELNEWSASIA.COM

63% In-Country UV (000)

© comScore, Inc.

Proprietary.

Out-of-Country UV (000)

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

33


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

Minutes Spent per Visitor on Blogs Category Worldwide

53.3%

Vietnam

Vietnam

49.5%

Indonesia

71.6%

Malaysia

71.3%

Philippines

49.7%

Singapore

58.5%

Š comScore, Inc.

Proprietary.

15.6

Indonesia

32.9

Malaysia

64.5%

Thailand

29.5

28.3

Thailand Philippines

20.8 14.4

Singapore

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

25.2

34


#FutureinFocus

ONLINE TRAVEL

Š comScore, Inc.

Proprietary.


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 Worldwide

Minutes Spent per Visitor on Travel Category Worldwide

35.7%

Vietnam

23.0%

Vietnam

Indonesia

22.9%

Indonesia

Malaysia Thailand Philippines

Malaysia

30.0% 37.7%

Philippines

27.8%

Singapore

45.7%

Š comScore, Inc.

Proprietary.

Thailand

25.6 9.2 32.3 19.2 17.3 15.7

Singapore

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

25.4

36


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

Vietnam

Indonesia

Online Travel Agents

Malaysia

Š comScore, Inc.

Proprietary.

Thailand

Hotels/Resorts

Philippines

Singapore

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

Airlines

Worldwide

37


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

424

Priceline.com Incorporated

970

Priceline.com Incorporated

1,278

MYTOUR.VN

309

LIONAIR.CO.ID

561

AirAsia

1,078

VIETJETAIR.COM

305

AirAsia

513

Malaysia Airlines

672

Vietnam Airlines

301

TripAdvisor Inc.

396

TripAdvisor Inc.

629

Qantas Airlines

294

GARUDA-INDONESIA.COM

381

Orbitz Worldwide

294

Thailand Priceline.com Incorporated

Philippines 1,229

Singapore

Priceline.com Incorporated

569

STREETDIRECTORY.COM

374

Sanook Travel

557

CEBUPACIFICAIR.COM

464

Priceline.com Incorporated

372

AirAsia

541

TripAdvisor Inc.

336

TripAdvisor Inc.

299

TripAdvisor Inc.

389

AirAsia

199

Tiger Airways

238

CHIANGRAIFOCUS.COM

346

Orbitz Worldwide

168

Qantas Airlines

203

Š comScore, Inc.

Proprietary.

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

38


#FutureinFocus

ENTERTAINMENT AND ONLINE VIDEO

© comScore, Inc.

Proprietary.


Countries with More Young People Visit and Spend More Time on Entertainment Sites Percent Reach of Entertainment Category Worldwide

88.0%

Vietnam Indonesia

96.1% 79.8%

Hours Spent per Visitor on Entertainment Category Worldwide Vietnam 2.2

2.3

97.2%

Malaysia

Thailand

99.1%

Thailand

82.5%

Singapore

96.3%

Š comScore, Inc.

Proprietary.

5.3

Indonesia

Malaysia

Philippines

3.5

Philippines Singapore

4.8 2.9 3.4

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

40


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

80% 63% 79%

Multimedia

94% 73% 82% 80% 41% 36% 41% 36% 36%

Entertainment Music

61%

Entertainment News

33% 23% 16% 25%

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

41% 59%

Entertainment Movies

16% 26% 47% 21% 36%

26% 32% 20%

Proprietary.

Malaysia Philippines

44%

Š comScore, Inc.

Indonesia Thailand

16% 18%

TV

Vietnam

Singapore

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

41


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

7,171

YOUTUBE.COM

7,339

ZING MP3

9,711

omg! from Yahoo!

2,172

CBS Interactive

2,152

24h Online Advertising JSC

7,054

KAPANLAGI.COM

2,133

VEVO

1,884

KENH14.VN

5,373

CBS Interactive

1,808

Viacom Digital

1,730

NHACCUATUI.COM

5,236

VEVO

1,636

DAILYMOTION.COM

1,329

Thailand

Philippines

Singapore

YOUTUBE.COM

7,289

YOUTUBE.COM

4,902

YOUTUBE.COM

MTHAI.COM

3,329

VEVO

1,563

iTunes Software (App)

978

DAILYMOTION.COM

2,491

CBS Interactive

1,447

CBS Interactive

870

VEVO

2,053

Viacom Digital

1,231

MediaCorp Network

772

iTunes Software (App)

1,589

iTunes Software (App)

1,225

VEVO

694

Š comScore, Inc.

Proprietary.

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

1,989

42


Online Video Shows Steady Growth Over the Past Year 42 Million Online Video Viewers in the Region* Now 16,000

+14%

14,000 12,000 -2%

+3%

10,000 8,000

+18%

6,000

4,000

+5%

2,000 0 Vietnam

Indonesia

Malaysia

Apr-2012

Philippines

Singapore

Apr-2013

*Sum of 5 Countries Under Video Measurement by comScore

Š comScore, Inc.

Proprietary.

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

43


But Videos Per-Viewer on PC moves in opposite direction

Videos Viewed per Visitor -46%

192.6

-26%

160.6 -3%

-41%

119.1 104.8

-29%

98.4 95.3

Apr-12 Apr-13

100.4

71.2 59.4

50.5

Vietnam

Indonesia Š comScore, Inc.

Malaysia Proprietary.

Philippines

Singapore

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

44


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

Share of Videos Viewed

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

23%

24%

36%

46%

58%

77%

76%

64%

54%

42%

Total Number of Videos Viewed

All Others Google Sites

Vietnam

Indonesia

1.6 B

459 M

Š comScore, Inc.

Proprietary.

Malaysia 931 M

Philippines

Singapore

357 M

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

353 M

45


#FutureinFocus

SEARCH

Š comScore, Inc.

Proprietary.


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

Growth in Unique Searchers March 2012 to March 2013

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

Unique Searchers (MM)

+13%

15.3 +7%

13.6 +6%

9.5

11.4

12.3

-2%

10.9 10.7

10.0

+19%

6.8 5.7

--

3.0 3.0

Vietnam

Thailand

Indonesia Mar-12

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Proprietary.

Malaysia

Philippines

Singapore

Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013

47


Thai Internet Users the Heaviest Searchers Singapore, Malaysia, Indonesia Score Below Global Average 143.3

122.1

120.8

Searches per Searcher

119.7

97.3

91.1 83.9

World-Wide

Vietnam

Š comScore, Inc.

Thailand

Proprietary.

Singapore

Philippines

Malaysia

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

Indonesia

48


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

Google Share of Total Searches

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

96%

97%

88%

87%

Vietnam

Thailand

Indonesia

Malaysia

Google Share of Searches

Š comScore, Inc.

Proprietary.

84%

84%

Philippines Singapore

All Other

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

49


#FutureinFocus

COUNTRY SPOTLIGHTS

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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% Blogs

44% 53% 87%

Social Networking

67%

Photos

79% 86% 79% 87%

Search/Navigation

80% 83% 88%

Entertainment

Proprietary.

63% 67% 76%

News/Information

53% 56% 65% 63% 74% 78%

Multimedia

Indonesia

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29% 23% 33%

e-mail

52% 53% 54%

Games

59% 54% 67%

Lifestyles

APAC

WW

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

51


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% Blogs

44% 53% 92%

Social Networking

67% 79%

Entertainment

Search/Navigation

79% 74% 78%

Multimedia

64% 56% 65%

e-mail

97% 83% 88%

Directories/Resources

74% 68% 76%

95%

News/Information

73% 67% 76%

79% 87% 95% 89% 93%

Portals

Photos

Malaysia

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32% 23% 33% APAC

WW

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

52


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% Social Networking

Photos

Games

67% 79% 36% 23% 33%

83% 83% 88%

Entertainment

50% 44% 53%

Blogs

55% 53% 54% 84% 79% 87%

Search/Navigation

73% 74% 78%

Multimedia

Proprietary.

56% 56% 65%

e-mail

65% 68% 76%

Directories/Resources

Philippines

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83% 89% 93%

Portals

APAC

WW

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

53


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% Travel

29% 36% 72%

Business/Finance

92%

71% 56% 65%

e-mail

67% 76% 73%

Technology

96% 83% 88%

Entertainment

51% 61% 44%

TV

59% 44% 53%

Blogs

52% 57%

News/Information

38% 26% 34%

Education

73% 54% 67%

Lifestyles

23% 38% Singapore

Š comScore, Inc.

Proprietary.

APAC

WW

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

54


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% Education

26% 34% 68%

Blogs

59% 53% 54%

Games

44% 53% 40%

Photos

98% 83% 88%

Entertainment

98% 89% 93%

Portals

23% 33% 92%

Multimedia

70% 54% 67%

Lifestyles

74% 78% 94%

Social Networking

91% 79% 87%

Search/Navigation

67% 79% Thailand

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Proprietary.

APAC

WW

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

55


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

Instant Messengers

39% 30% 21% 50%

Education

26% 34% 69%

Games

73% 54% 67%

Lifestyles

Entertainment

96% 83% 88%

Search/Navigation

95% 79% 87%

53% 54% 90%

News/Information

66% 51% 61%

Technology

67% 76% 88%

Social Networking

98% 89% 93%

Portals

67% 79% Vietnam

Š comScore, Inc.

Proprietary.

APAC

WW

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

56


#FutureinFocus

CONCLUSION

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Proprietary.


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.

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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.

58


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.

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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.

59


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.

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Proprietary.

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.

60


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

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61


#FutureinFocus

METHODOLOGY

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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

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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!.

STAY CONNECTED www.comscore.com

www.facebook.com/comscoreinc www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore

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64


#FutureinFocus

SEA Digital Future in Focus 2013 Key Insights from the last 12 months and the way forward

Email:

www.comscore.com

Media Requests: worldpress@comscore.com

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2013 southeast asia digital future in focus  
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