Com scoredatapassport 2h10

About This Data Passport

Measuring the digital world.™

From emerging markets to converging media, comScore is the global source of digital market intelligence that truly measures the digital world. This data passport offers a brief glimpse into the vast array of vital insights that only comScore can reveal.

01 GLOBAL INTERNET DEMOGRAPHICS

02 HOW THE WORLD USES THE INTERNET

03 SOCIAL NETWORKING

04 SOCIAL RETAIL

05 TWITTER

06 E-COMMERCE

07 ONLINE BANKING

08 ONLINE VIDEO AROUND THE GLOBE

09 ONLINE VIDEO ADVERTISING

10 MOBILE INTERNET MARKET ENABLERS

11 MOBILE INTERNET USAGE

12 ONLINE DISPLAY ADVERTISING

13 THE ROLE OF CREATIVE IN ADVERTISING

14 ACTIVE USAGE OF PC APPLICATIONS

ABOUT COMSCORE

01. GLOBAL INTERNET DEMOGRAPHICS

Young Web Users Make Up Larger Share of Audience in Emerging Markets

People under the age of 35 make up the dominant share of Internet audiences in countries with low Internet penetration rates, with many of these emerging markets in Asia and Latin America.

Early adopters are more likely to be younger, and developing nations are more likely to have a larger youth population overall. The impact of these youthful Web audiences is significant: China’s 15-34 year olds outnumber the total combined online populations of Germany, France, the U.K., Italy and Spain.

Share of Online Population Under 35Selected Countries Among Those with Highest and Lowest Internet Penetration RatesInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2010

Source: comScore Media Metrix

02. HOW THE WORLD USES THE INTERNET

Top Categories for Web Users Under and Over 35 are Roughly the Same, But Certain Categories Skew Young

For younger users, Internet usage skews toward fun, photos and instant communication, including IMing and social networking. This is quite a different profile from the 35+ crowd, who are more likely to favor ‘grown up’ sites, like Business/Finance, News/Information and Retail. The older group spends considerably more time on email than their younger counterparts.

The top-indexing categories for younger Internet users reflect their focus on the Web as a real-time interactive medium for communication, entertainment and connecting with others. Users over 35 are more likely to focus on the Internet as an information and productivity resource. Greater spending power also makes them more likely to visit Retail, Business/Finance and Technology sites.

% Reach and Average Time Spent, Key Categories Internet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2010

Source: comScore Media Metrix

Countries with HIGHInternet

Penetration

Countries with LOW Internet

Penetration

53%37%35%

42%47%

40%41%45%

62%62%

73%72%

68%69%72%

77%

WorldwideSweden

NetherlandsAustralia

South KoreaJapan

CanadaSingapore

Russian FederationChina

VenezuelaVietnamMexico

PhilippinesIndonesia

India

% Reach Average Minutes

Category 15-34 35+ 15-34 35+Instant Messengers 41.7 33.0 414 314Entertainment - Music 51.3 42.4 27 21Photos 51.3 44.8 34 23Downloads 57.9 51.1 19 22Games 56.8 50.8 83 114Social Networking 76.2 70.5 311 244Search/Navigation 83.8 86.2 51 49Email 64.9 67.7 111 195Community 63.1 66.5 41 48Directories/Resources 71.0 75.1 38 45Technology 56.6 60.9 14 18Retail 61.6 67.9 52 63News/Information 65.4 75.2 43 75Business/Finance 43.6 56.4 31 54

03. SOCIAL NETWORKING

Facebook is Dominant Global Social Network, But There are Still a Few Notable Exceptions

Facebook now reaches 43.9 percent of Internet users worldwide, and it is the leading social network in 33 of the 41 countries under comScore measurement. In certain countries, however, local social networks are in the lead.

VKontakte keeps a firm grip on the Russian Internet audience, with almost three-quarters using the social network. CyWorld has also managed to keep Facebook’s reach in the single digits, while attracting more than half the online population in South Korea.

Countries Where Facebook is not the #1 Social Network by ReachInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2010

Source: comScore Media Metrix

Russia and a Number of Southeast Asian Countries Spend Largest Share of Online Time on Social Networks

Countries with the heaviest usage of social networks are all from emerging Internet regions. With the exception of the Russian Federation, where VKontakte is the social networking leader, Facebook accounts for the majority of social networking minutes in these countries.

The six countries where users spend the smallest share of their online time on social networks are those in which Facebook is not the category leader.

Countries Spending Largest and Smallest Share of Time on Social NetworkingInternet Users Ages 15+ Accessing the Internet from a Home or Work ComputerJune 2010

Source: comScore Media Metrix

Country Leading SN and Reach

Facebook's Reach

Brazil Orkut71.9% 20.3%

India Orkut50.4% 47.5%

Japan Mixi.jp18.6% 6.2%

Netherlands Hyves65.4% 37.9%

Russian Federation VKontakte72.7% 7.6%

South Korea CyWorld55.0% 8.0%

Taiwan Wretch.cc61.1% 49.6%

Vietnam ZING Me27.7% 16.5%

15%

45%

34%

31%

28%

26%

25%

11%

10%

7%

7%

4%

3%

Worldwide

Russian Federation

Philippines

Indonesia

Malaysia

Puerto Rico

Turkey

Taiwan

Netherlands

South Korea

China

Japan

Vietnam

LargestShare of

Time

SmallestShare of

Time

04. SOCIAL RETAIL

Hot New Trends in Online Shopping: Group Buying, Flash Sale Sites and Social Retail

Group-buying sites LivingSocial and Groupon, which offer discounted local goods and services, have increased their traffic by an astounding amount over the past year. Flash sale sites, which offer a limited number of price-reduced items for a short period of time, have also seen significant growth.

These sites take advantage of social networking by encouraging consumers to share information about their shopping activities, and to save money on their purchases by doing so. A tight economy may also be contributing to these sites’ success, as consumers try to find new ways to stretch their discretionary dollars.

U.S. Unique Visitors (000) to Group Buying and Flash Sale SitesJune 2009 and June 2010

Source: comScore Media Metrix

05. TWITTER

Top Reasons for Twitter Use Vary by Gender

Though the service has proved popular with both genders, men and women use Twitter for different types of activities.

Men are far more likely to post their own tweets than women. They are also more likely to use Twitter to follow news and sports. Meanwhile, women are more likely to use the service as a conversation medium and to follow celebrities. A larger percentage of women also say they use the network to find deals and promotions.

Consumer Usage of TwitterQ: For which have you used Twitter?U.S. April 2010 Survey

Source: comScore Survey, April 2010

42%

38%

20%

23%

16%

14%

12%

17%

15%

15%

7%

3%

11%

38%

29%

18%

13%

18%

18%

16%

11%

10%

8%

3%

8%

23%

Reading tweets from users I follow

Posting my own tweets

Retweeting other users' tweets

Finding breaking news

Conversations with other users

Following celebritiesFollowing businesses to find

sales/deals/special prices/promotionsFinding product reviews/opinions

Finding political news

Following my favorite sports teams

Asking for help/advice from other users

Other

None of the above

Male Female

31.434.2 36.5 38.8 39.9 40.2 41.3 43 43.8 45.4 47.3 46.9 47.3 48.2 48.6 50.9 51.4

55.959.1 57.9 58.4 60.9 60.6

Q4 2004 Q4 2005 Q4 2006 Q4 2007 Q4 2008 Q4 2009

At 61 million customers, just over a quarter of the total U.S. online population logged in to view their DDA account last quarter.

Growth in online banking customers across the top 10 banks slowed to 2.5 percent year-over-year in Q2 2010; this following tremendous growth since late 2008 which was largely attributed to bank acquisitions. Despite the slowing growth rate, today over 25 percent of the total Internet population is engaged in online banking at one of the top 10 banks. While growth slows in online banking, mobile banking continues to grow rapidly with 74 percent growth year-over-year in mobile browsing access and 126 percent growth in financial application access to mobile banking.

*Direct Deposit Accounts** Includes customers of Bank of America, Chase, Citibank, ING Direct, National City, Capital One, U.S. Bank, Wachovia, WaMu and Wells Fargo. In 2009, the competitive set has changed to include three additional banks to account for the mergers – HSBC, SunTrust and PNC.

Source: comScore Banking Benchmarker

06. E-COMMERCE

Q2 2010 Marks Third Consecutive Quarter of Positive U.S. e-Commerce Growth Versus Year Ago

U.S. online retail spending reached $32.9 billion in the second quarter of 2010, up 9 percent over a year ago.

This growth rate represents the third consecutive quarter of positive year-over-year growth following a year of flat or negative quarterly growth rates.

e-Commerce Spending and Year-over-Year Growth RatesQ1 2007 to Q2 2010

Source: comScore e-Commerce Measurement

07. ONLINE BANKING

61 Million Customers Logged In to Their Accounts at One of the Top 10 Banks in Q2 ‘10

U.S. Online DDA* Customers**Q4 2004 to Q2 2010

-5%

0%

5%

10%

15%

20%

25%

$ 0

$ 5,000

$ 10,000

$ 15,000

$ 20,000

$ 25,000

$ 30,000

$ 35,000

$ 40,000

$ 45,000

Q1 2007

Q2 2007

Q3 2007

Q4 2007

Q1 2008

Q2 2008

Q3 2008

Q4 2008

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Q2 2010

Y/Y

Perc

ent C

hang

e

e-C

omm

erce

Spe

ndin

g (M

illio

ns)

08. ONLINE VIDEO AROUND THE GLOBE 09. ONLINE VIDEO ADVERTISING

The U.S. Leads in Average Number of Videos Viewed; Germans are the Most Engaged

The U.S., Germany and Canada view the most videos on average, though in terms of average time spent watching videos, Germany, the U.K. and Japan top the list.

China posts very light consumption, though with three-quarters of its very large Internet population watching online video, it still managed to overtake the U.S. in the absolute number of online video viewers in June 2010. Malaysia and Brazil also show light video usage–unsurprising given relatively low broadband penetration there.

Usage Measures for Online Video, June 2010

Source: comScore Video Metrix 2.0

196.2

193.0

185.0

184.7

153.9

139.5

138.0

127.2

95.2

92.2

71.1

50.0

United States

Germany

Canada

United Kingdom

Japan

Hong Kong

France

Singapore

Brazil

Australia

Malaysia

China

Average Videos per Viewer

14.3

17.5

13.6

15.8

15.1

11.7

12.2

10.9

7.6

7.2

4.5

6.5

United States

Germany

Canada

United Kingdom

Japan

Hong Kong

France

Singapore

Brazil

Australia

Malaysia

China

Average Hours per Viewer

Hulu Shows the Most Ads to Viewers Among TV Video Content Sites

Among TV video content sites, Hulu generated the highest number of total ad views at 566 million. 95 percent of video viewers on the site were exposed to an ad, and each was shown an average of 24.2 ads.

Overall, 76 percent of American online video viewers saw a video ad in June 2010, averaging 31.5 video ads over the month. In total, Americans watched more than 4.3 billion video ads in June.

* Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.

Video Ads* on TV Video Content SitesAds per Viewer, % of Site Viewers Exposed to a Video AdU.S. Online Video Viewers, June 2010

Source: comScore Video Metrix 2.0

24.2

20.0

15.6

12.9

8.4

7.9

7.7

6.4

5.4

4.2

Hulu

THEWB.COM

ABC.COM

FOX.COM

NBC.COM

CWTV.COM

CBS.COM

Comedy Central

TV.COM

Discovery Digital Media Sites

Ads per Viewer

95%

96%

50%

85%

68%

43%

89%

15%

85%

71%

% of Video Viewers Exposed to a Video Ad

11. MOBILE INTERNET USAGE

Communicating and Sharing Drives Usage of Mobile Web

The mobile Internet is as much about connecting with friends and family as it is about news and information.

Social activities, indicated by the orange bars, comprise five of the top dozen most popular mobile uses of the Internet. As a category, social networking has demonstrated the largest year over year growth in audience.

Top Genres for Mobile Browsing, EU53 Months Ending June 2010

Source: comScore MobiLens

10. MOBILE INTERNET MARKET ENABLERS

Key Drivers of Mobile Internet Usage

In the EU, smartphones and 3G devices are now firmly entrenched in the market. The most important enabler, unlimited data plans, still has limited penetration in the EU5 at 6.6 percent. In sharp contrast, more than a quarter of U.S. mobile users subscribed to unlimited data plans.

A third of U.S. mobile subscribers used a browser on their device, compared to only a quarter of EU5 mobile subscribers. The rate of app use is also higher in the U.S. than in the EU5.

% of Mobile Users, United States and EU53 Months Ending June 2010

Source: comScore MobiLens

46.6

21.625.6

44.8

25.6

6.6

Own a 3G Device

Own a Smartphone

Have unlimited data service

plan

United States EU 5

32.6 30.525.8 25.0

Used browser Used application

40.7%36.0%35.1%

32.3%29.8%

28.7%25.1%

23.9%20.6%

19.5%19.4%19.3%

18.1%17.3%

15.8%

SearchSocial Networking

Personal Email via BrowserNews

WeatherSports Information

IM via BrowserEntertainment News

Work Email via BrowserMaps

Tech NewsPhoto or Video Sharing Service

General ReferenceStock Quotes or Financial News

Movie Information

U.S. Total Ad Impressions More Than Twice That of France, Germany and the U.K. Combined

In the U.S., the display ad market has similar representation among the most common ad formats, with banners, rectangles, and non-standard units each accounting for 23 percent of impressions.

In the U.K., buttons (120x90) are the most common ad size, making up 31 percent of all impressions. Pop-ups and pop-unders now represent a very small (less than 1 percent) share of display ad impressions in all countries under comScore Ad Metrix measurement, most likely a function of the pop-up blockers which are now standard in most browsers.

Distribution of Display Ad Impressions by Creative SizeJune 2010

Source: comScore Ad Metrix

U.S. online display advertising is bouncing back in 2010, with second quarter display impressions up 20 percent over the same period last year.

A shift in traditional advertisers’ media spend towards digital and innovation in ad creatives have contributed to display advertising’s resurgence. In addition, advanced metrics to measure effectiveness of online advertising are improving advertisers’ ability to evaluate and optimize campaigns. The popularity of social networking sites has also created a massive new channel with enhanced targeting capabilities and social value for online advertising.

*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (<2,500 pixels in dimension).

12. ONLINE DISPLAY ADVERTISING

The Online Display Market is Bouncing Back-U.S. Internet Users Received a Record 1.2 Trillion Display Ads in Q2 ‘10, Up From 974 Billion in Q2 ‘09

U.S. Total Display Ad Impressions* Q4 2008 to Q2 2010

Source: comScore Ad Metrix

915B 944B 974B1.050B 1.064B 1.090B

1.173B

Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10

23%

28%

21%

31%

24%

23%

23%

17%

14%

20%

23%

18%

18%

20%

22%

19%

21%

31%

15%

21%

11%

8%

13%

18%

12%

United States

France

United Kingdom

Germany

Canada

Banners RectanglesNon-StandardSkyscrapers Pop-Ups and Pop-Unders

Buttons

410 Billion

71 Billion

68 Billion

64 Billion

53 Billion

Total Display Ad Impressions

925,501

379,531

176,758

151,984

122,056

118,999

104,897

77,089

43,077

34,228

22,712

21,991

17,966

16,963

Microsoft Internet Explorer

Mozilla Firefox

Tencent QQ IM

Windows Live Messenger

Microsoft Office Word

Microsoft Office Outlook

Microsoft Office Excel

Google Chrome

Opera

Windows Media Player

Skype

Apple iTunes

Yahoo! Messenger

Microsoft Office PowerPoint

Internet Browsers

Instant Messengers

Productivity

Multimedia

Source: comScore Technology Solutions

13. THE ROLE OF CREATIVE IN ADVERTISING 14. ACTIVE USAGE OF PC APPLICATIONS

Over Half the Impact of Advertising is Driven by the Strength of Creative

Internet Browsers Dominate PC Consumption

Research from comScore ARS demonstrates that fifty-two percent of market share movement is attributable to the quality of creative*, making creative the number one driver of sales change.

It is 4 times as important as key media planning variables, like GRP’s, wearout and continuity of airing. Said differently, a media buy can be made 4 times more powerful with good creative.

*Quality of creative is based on ARS Persuasion Score, which measures changes in consumer preference through a simulated purchase exercise with and without exposure to the creative. It is the most documented and independently certified predictive measure of advertising in the world.

% Influence on Market Share Shifts Pre- and Post- CampaigncomScore ARS® Global Validation Summary Based on an Analysis of 396 Television Advertising Campaigns from 36 Advertisers and 200 Brands

Worldwide Engaged Minutes (MM) on Online and Offline Applications on PCs

Source: comScore ARS Global Validation Summary

Ad Quality52%

Media Weight13%

Other35%

Ad Quality = Quality of the creative based on ARS Persuasion Score

Media Weight = Ad planning elements, such as GRPs, wearout &continuity/flighting of airing

Creative has 4x greater impact on Sales than Planning Variables

Internet browsers dominate the top applications by Internet users worldwide, when ranked by minutes of engagement.

What is startling is how much more PC engagement occurs within the browser versus the traditional productivity and multimedia applications. Of note is the presence of Tencent’s QQ IM in the top applications, reflecting the growth and sheer size of the Asian Internet population.

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