2013 southeast asia digital future in focus

© 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


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

Share of Asia Pacific Online Population
Total 604 MM Total 644 MM
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8
37.2
26.8
26.1
17.3
17.2
North America Europe Latin America Middle East - Africa Asia Pacific
Hours per Visitor
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
Unique Visitors (MM)
Mar-12
Mar-13

+7%
+5%
+1%
+12%
+3%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
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SOUTHEAST ASIAN ONLINE LANDSCAPE
#FutureinFocus
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Online Audience in Southeast Asia
High Growth in Developing Regions
14.1
12.4
11.8
8.9
6.1
3.3
16.1
13.6
11.8
9.5
7.4
3.4
-
2.0
4.0
6.0

8.0
10.0
12.0
14.0
16.0
18.0
Vietnam Indonesia Malaysia Thailand Philippines Singapore
Mar-12
Mar-13
The internet audience in the Philippines is
the fastest-growing in the region, growing
by 22% since March 2012.
Vietnam, the largest audience in the region,
added 2 million internet users in the past
year, a growth rate of 14%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013
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Engagement Across Southeast Asian Audiences
Users in Thailand and Vietnam Spent the Most Time Online
13.5
16.0
16.4
16.6
27.2
26.2
Indonesia
Malaysia
Philippines

Singapore
Thailand
Vietnam
Axis Title
Average Time Spent Online (Hours)
March 2013
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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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
% of Online Population by Age
15-24 25-34 35-44 45-54 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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Youngest Web Users Are Heaviest Web Users
Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand
27.7
28.3
18.2

16.5
16.4
13.5
22.2
24.2
14.5
16.0
15.2
13.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Vietnam Thailand Singapore Philippines Malaysia Indonesia
Under 35 Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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DIGITAL AUDIENCE BEHAVIOUR
#FutureinFocus
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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
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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
Share of Total Minutes Spent Online
Other
Retail
News/Information
Entertainment
Services
Social Networking
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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Males in the Region Spend More Time Online than Women
Differences in Usage Largest in Vietnam, Thailand, and Singapore
27.9
29.0
18.5
17.1
16.8
14.6
24.2
25.4
14.8
15.6
15.1
12.1
Vietnam Thailand Singapore Philippines Malaysia Indonesia
Average Hours per Visitor
Males Females
Female Share of Internet Population
47% 49% 51% 49% 48% 44%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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(Lowest)
F
-to-
M
Reach
Index

Politics 78

Technology - News 78

Automotive 77

Gaming Information 76

Online Gambling 75

Sports 74

Online Trading 69
Globally, Women are More Likely to Visit Family, Home, and Retail
Sites; Men Gravitate Towards Sports, Auto, and Technology
(Highest)
F
-to-
M
Reach
Index


Fragrances/Cosmetics 168

Flowers/Gifts/Greetings 152

Lifestyles - Food 140

Department Stores 137

Jewelry/Accessories 137

Teens 133

Family & Parenting 130
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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Device usage varies significantly by time of day
PC’s take up work hours, while tablets rule evenings
Share of Device Page Traffic on a Typical Workday

Mobiles
brighten the
commute
PCs dominate
working hours
Tablets popular at
night
Source: comScore Device Essentials, July 2013, Singapore
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SOCIAL NETWORKING
#FutureinFocus
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88.2
93.9

85.4
96.1
91.6
86.9
Vietnam Thailand Singapore Philippines Malaysia Indonesia
Percent of Web Users Visiting a
Social Networking Site
Mar-2013
Social Networking Category Captures the Largest Percentage of
Consumers’ Time in Southeast Asia
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
All SEA Countries Index Higher
than Worldwide average reach
of Social Networking sites
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The Philippines, Thailand, and Malaysia Among Top 15 Countries
With the Highest Facebook Penetration Globally
92.6
92.2
91.4
91.1
90.8
89.3
89.0
88.5
86.8
84.2
84.1

83.2
82.9
82.3
81.0
Brazil
Philippines
Peru
Turkey
Argentina
Thailand
Colombia
Mexico
Chile
Venezuela
Portugal
Canada
Israel
Malaysia
Taiwan
Facebook Top 15 Markets by % Reach
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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Facebook Reach in Vietnam Doubles, #1 Social Network
Gains major share from Zing
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 to March 2013
30.0
35.0

40.0
45.0
50.0
55.0
60.0
65.0
70.0
75.0
80.0
Zing Me
Facebook
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Top Social Networks by Country
After Facebook, Twitter, LinkedIn and Tumblr are Popular
Only Vietnam has Substantial Local Social Networks
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
74.5
32.9
12.4
10.2
7.0
FACEBOOK.COM
ZING Me
DIENDANBACLIEU.NET
KENHSINHVIEN.NET
Linkedin
Vietnam
80.2

26.4
10.5
5.9
4.9
FACEBOOK.COM
TWITTER.COM
Linkedin
Yahoo! Profile
TUMBLR.COM
Indonesia
82.3
15.9
13.9
5.7
5.3
FACEBOOK.COM
TWITTER.COM
Linkedin
TUMBLR.COM
Tagged Inc.
Malaysia
89.2
10.8
9.4
9.2
6.1
FACEBOOK.COM
TWITTER.COM
SOCIALCAM.COM
Linkedin

PANTOWN.COM
Thailand
92.1
20.3
12.6
8.6
6.5
FACEBOOK.COM
TWITTER.COM
TUMBLR.COM
Linkedin
Yahoo! Profile
Philippines
65.9
20.1
16.0
10.2
3.9
FACEBOOK.COM
Linkedin
TWITTER.COM
TUMBLR.COM
GOODREADS.COM
Singapore
Reach of Top 5 Social Networks
by Country
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Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region
Thailand, Philippines and Singapore had Highest Reach for the Category

33.5%
27.3%
28.8%
32.0%
41.9%
35.6%
35.0%
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Percent Reach of Photos Category
13.0
15.5
7.1
7.0
8.9
9.2
9.4
Worldwide
Vietnam
Indonesia
Malaysia
Thailand
Philippines
Singapore
Minutes Spent per Visitor on Photos

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