Key Insights and Digital Trends from Southeast Asia
© 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
[email protected]
© 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.
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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
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4
#FutureinFocus
GLOBAL OVERVIEW
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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
© 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
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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
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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
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#FutureinFocus
SOUTHEAST ASIAN ONLINE LANDSCAPE
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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
© 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
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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
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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
© comScore, Inc.
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Malaysia
Indonesia
Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
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#FutureinFocus
DIGITAL AUDIENCE BEHAVIOUR
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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
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
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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%
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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
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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
© comScore, Inc.
Proprietary.
Source: comScore Device Essentials, July 2013, Singapore
19
#FutureinFocus
SOCIAL NETWORKING
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