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State of the Internet WorldwideState of the Internet Worldwide
January 29, 2008
MEASURING THE DIGITAL WORLD
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It’s called the “world” wide web for a reasonIt’s called the “world” wide web for a reason
Online Population Growth over TimeOnline Population Growth over Time
0
200
400
600
800
1,000
Mil
lio
ns o
f In
tern
et
Users
International Growth almost twice U.S. Growth
Online Population by GeographyOnline Population by Geography
23%
34%
77%
66%
1996 2007
`
Rest of the World
United States
■ In 1996, two-thirds of the world’s online population was in the U.S.
■ Today, the U.S. only accounts for 23% of Worldwide users
Source: comScore World Metrix, October 2007
International Y/Y Growth =
10.1%
U.S. Y/Y Growth = 5.2%
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Online Populations by RegionOnline Populations by Region
Worldwide Online PopulationWorldwide Online Population
804.5730.9
Worldwide
Millions of Internet Users +10.1%
Worldwide Y/Y Growth is at 10.1%Worldwide Y/Y Growth is at 10.1%
171.8 165.6
51.1 48.8 31.7
299.3
182.8 172.8
55.3 56.537.8
261.8
Asia Pacific North America Western Europe Eastern Europe Latin America Mid East & Africa
Millions of Internet Users
+14.3%
+6.4% +4.4%
+8.2% +15.8% +19.0%
■ There are 74 million more Internet users today than this time last year
■ Current growth is being driven by the Asia Pacific region, with a 14.3% increase on a very large base
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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Internet Users (Millions) in Asia Pacific Region Internet Users (Millions) in Asia Pacific Region
Emerging countries are fueling growthEmerging countries are fueling growth
October 2006 October 2007 % Growth
Asia Pacific (Total Region) 261.8 299.3 +14%
China 83.1 95.7 +15%
Japan 54.1 54.0 +0%
South Korea 26.0 26.0 +0%
India 19.8 25.2 +27%
Australia 9.7 10.5 +8%
Taiwan 8.8 10.1 +14%
Malaysia 7.0 7.9 +12%
Hong Kong 3.4 3.6 +8%
Singapore 2.1 2.3 +8%
New Zealand 1.9 2.0 +10%
■ China and India made the biggest percent gains over the past year, with China growing by 15% and India growing by 27%
■ This translates to 12.6 million new web users in China and 5.4 million in India
Source: comScore World Metrix, October 2007
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Projected Online Population GrowthProjected Online Population Growth March 2010 Projected DistributionMarch 2010 Projected Distribution
1,012
804
0
200
400
600
800
1,000
1,200
Jul-06
No
v-06
Mar-07
Jul-07
Oct-07
Mar-08
Jul-08
No
v-08
Mar-09
Jul-09
No
v-09
Mar-10
1 Billion Users by March 20101 Billion Users by March 2010
Measured
Projected
Millions of Internet Users
■ Projecting future populations based on current growth rates, there will be 1 billion internet users by March 2010
■ 4 out of every 10 will be in Asia, and only 2 out of 10 will be in North America
Asia Pacific, 41.5%
North America,
20.1%
Western Europe, 17.3%
Eastern Europe, 7.5%
Latin America, 7.9%Middle East
and Africa, 5.7%
Projected Regional Distribution of Worldwide Online Population,
March 2010
Internet users 15+ accessing the internet from a Home or Work computer
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Internet Users Around the GlobeInternet Users Around the Globe
Most Internet Users by CountryMost Internet Users by Country
182.2
95.7
54.0
33.4
32.4
27.8
26.0
25.2
23.7
17.7
United States
China
Japan
Germany
United Kingdom
France
Korea (South)
India
Canada
Italy
Source: comScore World Metrix, October 2007
■ China now has the second-largest presence on the internet, but per-visitor usage is below the worldwide average
■ The heaviest internet users can be found in Canada, the U.K., and Israel
Heaviest Internet UsersHeaviest Internet Users
43.4
36.0
35.8
35.0
33.5
33.0
32.7
31.6
30.3
29.6
Canada
United Kingdom
Israel
Argentina
Brazil
Venezuela
Sweden
Chile
United States
Korea (South)
WW average = 26.2
Millions of Internet Users* Hours per Internet User per Month
*Internet users 15+ accessing the internet from a Home or Work computer
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Fastest Growing Site Categories by RegionFastest Growing Site Categories by Region
Source: % YOY Growth in Unique Visitors, comScore World Metrix, October 2007
Y/Y Growth
Entertainment - News 44%
Radio 38%
Women 37%
Classifieds 33%
Teens 32%
Training and Education 29%
Health - Information 25%
Photos 23%
North AmericaNorth America
Y/Y Growth
Shipping 160%
TV 115%
Classifieds 114%
Gay/Lesbian 103%
Training and Education 82%
Online Trading 77%
Entertainment - News 77%
Home 75%
Latin AmericaLatin America
Y/Y Growth
Health Care 233%
Job Search 204%
Genealogy 201%
Taxes 172%
Financial Information/Advice 114%
Classifieds 107%
Teens 103%
Photos 100%
MidEast-AfricaMidEast-Africa
Y/Y Growth
Teens 254%
Politics 147%
Radio 137%
Reference 117%
Incentives 110%
Financial Information/Advice 104%
Genealogy 90%
Telecommunications 82%
Asia-PacificAsia-Pacific
Y/Y Growth
Training and Education 48%
Multimedia 43%
Sports/Outdoor 41%
Teens 40%
Radio 32%
Jewelry/Luxury Goods/Accessories
29%
Consumer Goods 29%
Entertainment - Music 27%
Western EuropeWestern Europe
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Top Sites are Truly GlobalTop Sites are Truly Global
Worldwide Top 10 PropertiesWorldwide Top 10 Properties
Google Sites
Microsoft Sites
Yahoo! Sites
Time WarnerNetwork
eBay
Wikipedia Sites
Fox InteractiveMedia
Amazon Sites
CNET Networks
Ask Network
`
Total WWUnique
Visitors (MM)Non-U.S. Audience
U.S.Audience
583.4
539.4
495.9
275.0
253.7
244.5
161.0
160.3
135.4
131.4
77%
78%
72%
56%
69%
77%
48%
65%
74%
58%
■ Though they are all based in the United States, the Top 10 Global properties source the majority of their audience from outside the U.S.
■ About three-quarters of Google, Microsoft, and Yahoo’s audience is outside the U.S.
Source: comScore World Metrix, October 2007
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Global Top Sites’ Reach vs. EngagementGlobal Top Sites’ Reach vs. Engagement
■ High reach does not always translate to deep engagement. Though Google is the worldwide leader in reach, Microsoft and Yahoo! hold the user’s attention for significantly longer.
■ The Chinese property TENCENT (owner of QQ) emerges as a global high-engagement site, as does Social Networking provider FACEBOOK.COM.
Worldwide Reach & Usage: Top PropertiesWorldwide Reach & Usage: Top Properties
Source: comScore World Metrix, October 2007
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The Top Three Vie for Users Around the GlobeThe Top Three Vie for Users Around the Globe
Google Sites, 72.5
Google Sites, 64.3
Microsoft Sites, 67.0
Microsoft Sites, 68.8
Yahoo! Sites, 61.6
Yahoo! Sites, 65.1
Oct-06
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Jun-07
Jul-07
Aug-07
Sep-07
Oct-07
`
Top 3 Worldwide Properties TrendTop 3 Worldwide Properties TrendReach of All Internet Users Worldwide, 15+
Source: comScore World Metrix, October 2007
■ Among the top properties, Google’s growth has been the most dramatic, its worldwide reach growing from 64.3% in October 2006 to 72.5% in October 2007
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Microsoft takes significant share of time onlineMicrosoft takes significant share of time online
■ However, it is Microsoft that captures the largest share of users’ time online, with a worldwide average of 4.8 hours per user per month
■ There are clear regional preferences that are worthy of note: Microsoft is dominant in Latin America and the Middle East/Africa, while Yahoo! gets heavier usage in North America and Asia/Pacific
WWAsia -Pacific
North America
EuropeLatin
AmericaMidEast & Africa
Google Sites 6% 5% 4% 7% 18% 7%
Microsoft Sites 13% 7% 8% 17% 34% 22%
Yahoo! Sites 9% 15% 11% 3% 4% 9%
Source: comScore World Metrix, October 2007
Share of Regional Duration on Top 3 SitesShare of Regional Duration on Top 3 Sites
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Share of Duration on Top Properties per RegionShare of Duration on Top Properties per Region
Asia Pacific
EuropeNorth
America
Middle East - Africa
Latin America
Top 10 Sites’ Share of Total Minutes in each Region
36% 35% 39% 45% 61%
U.S. Sites among Top 10 28% 34% 39% 44% 57%
Local Sites among Top 10 8% 1% 0% 1% 2%
All Other among Top 10 0% 0% 0% 0% 3%
Asia Pacific Europe NorthAmerica
MidEast-Africa
LatinAmerica
U.S. Sites Local Sites All Other
`
Top 10 Sites per Region: Share of DurationTop 10 Sites per Region: Share of Duration
% of Regional Minutes Spent on
Top 10 Sites 36%35%
39% 45%
61%
■ In Latin America, the top 10 properties account for 61% of total duration
■ Asia Pacific is the only region where there is a locally-based Top 10 site which accounts for a significant portion of online activity – TENCENT (parent property of QQ), which accounts for 4.0% of all time spent online in the Asia Pacific region
Source: comScore World Metrix, October 2007
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Share of Duration on Top 10 Properties in Asia PacificShare of Duration on Top 10 Properties in Asia Pacific
24%
30%
Austra
lia
New Zea
land
Taiwan
South
Kor
ea
Singa
pore
Mala
ysia
Japa
nIn
dia
Hong K
ong
China
US Sites Local Sites All Other
`
% of Country Duration Spent on
Top 10 Sites46%
Source: comScore World Metrix, October 2007
49%51%
46% 44% 51%
36%
54%
42% 37%
Top 10 Sites per Country: Share of DurationTop 10 Sites per Country: Share of Duration
■ China and South Korea lead in time spent on local sites in Asia Pacific
■ In China, 7 of the top 10 sites are Chinese properties
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Top 10 countries based on Total Search VolumeTop 10 countries based on Total Search Volume
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
UnitedStates
China Japan UnitedKingdom
Germany France SouthKorea
Canada Italy Brazil
■ More than 68 Billion online searches were conducted Worldwide in Oct 2007. China occupies the 2nd position in total online searches, contributing to 10% of the Worldwide searches
21%
10%
8%
6%5%
5% 4% 4%3% 2%
Sea
rch
Vo
lum
e
Total Searches
(MM)
Worldwide 68,799
United States 14,471
China 6,565
Japan 5,802
United Kingdom 4,206
Germany 3,747
South Korea 2,855
France 2,724
Canada 2,611
Italy 1,724
Brazil 1,664
Top 10 Countries by Search VolumeTop 10 Countries by Search Volume
Source: comScore World Metrix, October 2007
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Short-term upside in Chinese search marketShort-term upside in Chinese search market
■ U.S. and China lead in Search volume & Searchers, but lag in search frequency
■ U.K. and South Korea generate highest searches per searcher
■ Only 87% of people online from China use search – plenty of room for the search market to quickly gain additional penetration
Source: comScore World Metrix, October 2007
Total Searches (MM)Total Searches (MM) Searches per SearcherSearches per Searcher Searcher ConversionSearcher Conversion
14,471
6,565
5,802
4,206
3,747
2,855
2,724
2,611
1,724
1,664
United States
China
Japan
United Kingdom
Germany
France
Korea
Canada
Italy
Brazil
78.1
79.1
98.3
128.7
108.3
114.4
121.0
118.3
105.7
103.6
United States
China
Japan
United Kingdom
Germany
France
Korea
Canada
Italy
Brazil
91.3
87.2
91.7
93.5
92.1
92.0
90.9
93.7
91.9
94.3
United States
China
Japan
United Kingdom
Germany
France
Korea
Canada
Italy
Brazil
Worldwide avg = 88.8
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Globally, Google Still DominatesGlobally, Google Still Dominates
Search Property
Total Searches
(MM)Share of Searches
Google Sites 42,398 61.6%
Yahoo! Sites 8,770 12.7%
Baidu.com Inc. 3,741 5.4%
Microsoft Sites 2,154 3.1%
NHN Corporation 1,881 2.7%
eBay 1,461 2.1%
Time Warner Network
1,208 1.8%
Ask Network 837 1.2%
Fox Interactive Media
588 0.9%
FACEBOOK.COM 553 0.8%
All Others 5,206 7.6%
■ In terms of numbers of searches, Google dominates global activity by a wide margin
Global Share of Total SearchesGlobal Share of Total Searches
Source: comScore World Metrix, October 2007
Baidu.com Inc., 5.4
Google Sites, 61.6
Microsoft Sites, 3.1 NHN
Corporation, 2.7
Time Warner Network, 1.8
Ask Network, 1.2
All Other, 11.4
Yahoo! Sites, 12.7
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Traditional Outlets Take New Life OnlineTraditional Outlets Take New Life Online
■ Accessibility and convenience of getting movies, television, games, music, and radio online drove more people to spend their leisure time on the Internet
■ Entertainment categories reached 613 million people online in October, 76 percent of the Worldwide online population
Entertainment Category GrowthEntertainment Category Growth
140.3
35.3
152.3 184.6
20.0
613.1
151.6
45.3
170.6217.9
27.8
532.5
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Millions of Unique Visitors to Entertainment Sites
+15%
+8%
+28%
+12% +18% +39%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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Growth in Entertainment ConsumptionGrowth in Entertainment Consumption
■ Growth in Unique Visitors is relatively modest when compared to the growth in usage: on average, people spent 43% more time on Entertainment sites than they did last year
■ In Asia Pacific, average time spent on Entertainment sites almost doubled
■ The more mature North American market saw the smallest growth in time spent
Entertainment EngagementEntertainment Engagement
2.5
1.61.9
1.51.3
2.62.9
2.2 2.4
2.9
1.71.8
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Hours per Visitor on Entertainment Sites
+43%+17%
+41%+27%
+97%
+24%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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Multimedia Sites Poised for Growth in 2008Multimedia Sites Poised for Growth in 2008
% Penetration of Entertainment Categories% Penetration of Entertainment Categories% Penetration
■ North America has the highest penetration rates in almost every category
■ Increased adoption of BB will spur additional growth, particularly in Asia Pacific, where Entertainment categories currently under-index
0
10
20
30
40
50
60
70
80
90
TotalEntertain-
ment
Multimedia Music TV Movies Radio Kids News Humor
`
Worldwide
North America
Latin America
Europe
Asia Pacific
Mid East - Africa
Source: comScore World Metrix, October 2007
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YouTube Is the Leader in EntertainmentYouTube Is the Leader in Entertainment
■ Youtube has emerged as the worldwide leader in Entertainment, attracting 230 million visitors worldwide in October 2007, who spent an average of 93 minutes per visitor on the site
■ YouTube experienced rapid growth around the world – more than doubling its audience base in every region
+48%
+43%+43%
YOUTUBE.COM UV Growth by RegionYOUTUBE.COM UV Growth by Region
25.1 22.3
9.73.8
86.0
58.049.3
24.112.7
34.3
Europe North America Asia Pacific Latin America Middle East - Africa
Millions of Internet Users
+151%
+132%
+121%
+149%
+231%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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Online Gaming Continues to GrowOnline Gaming Continues to Grow
■ Visitation to Gaming sites* attracted 369 million people worldwide in October 2007
■ North American growth is flat, though European market continues to grow
■ Middle East and Africa have largest percentage growth, on smaller base
Gaming Category GrowthGaming Category Growth
81
19
90 109
11
369
87
26
108132
16
309
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Millions of Unique Visitors to Gaming Sites*
+20%
+8%
+39%
+20% +21%
+57%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
* Gaming Sites are defined as online or downloadable games, excluding gambling sites and console games
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… and Gamers Spend More Time Playing… and Gamers Spend More Time Playing
■ Though UV growth in North America was in the single digits, engagement grew by 27% over the past year, and North Americans continue to spend the most time on Gaming sites
Gaming EngagementGaming Engagement
2.6
1.4
2.21.9
1.2
2.4
3.4
1.8
2.5
1.8 1.82.1
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Hours per Visitor on Gaming Sites
+11%
+27%
+27%
+10%
-3% +46%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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In Online Communication, Email Blazed the TrailIn Online Communication, Email Blazed the Trail
Webmail Users by RegionWebmail Users by Region
137
40
132 154
22
556
145
47
139197
28
486
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Millions of Unique Visitors to Webmail Sites
+14%
+6%
+16%
+6% +28%
+24%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
■ Low growth in North America and Europe reflects online population growth in those regions
■ In regions where the Internet is still developing, such as Asia Pacific and Middle East/Africa, the number of email users is still showing robust growth
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Webmail Dominated by Global BrandsWebmail Dominated by Global Brands
262.2
256.4
87.1
48.9
31.4
Yahoo! Mail
Windows LiveHotmail
Google Gmail
AOL Email
QQ.COM Mail
`
Top Worldwide Webmail ServicesTop Worldwide Webmail Services
Millions of Unique Visitors
■ Yahoo! Mail and MSN’s Hotmail are the clear leaders in web-based email
■ Chinese QQ.com’s mail service rounds out the top five, its dominance driven solely by usage in Asia
Source: comScore World Metrix, October 2007
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Significant Time is Spent on Instant MessengersSignificant Time is Spent on Instant Messengers
■ Real-time communication clearly continues to have widespread appeal, as Internet users around the world increase their IM usage substantially
■ People in Latin America spent the most time using Instant Messengers, averaging 10.6 hours per month
Instant Messenger EngagementInstant Messenger Engagement
5.9
7.86.3
3.8
6.47.5
6.5
10.69.0
5.4
8.4
5.6
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
Hours per Visitor per Monthon Instant Messengers
+33% +10%
+35%
+42%
+42%
+32%
Oct 2006
Oct 2007
Source: comScore World Metrix, October 2007
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Regional Preferences Among ChannelsRegional Preferences Among Channels
Regional Penetration of Communication ChannelsRegional Penetration of Communication Channels
■ Latin America’s use of the Internet as a Communication tool is clear: webmail, IMs, and Social Networking sites all index higher than the worldwide average, and penetration rates there are the highest among all regions
69%
79% 82%
61%66%
73%
48%44%
73%
52%
42%
60%63%70%
79%
60% 59% 62%
World-Wide North America Latin America Europe Asia Pacific Middle East -Africa
`
Source: comScore World Metrix, October 2007
Webmail
Instant Messengers
Social Networking
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The Growth of Social NetworkingThe Growth of Social Networking
Source: comScore World Metrix, November 2006 – October 2007
Social Networking GrowthSocial Networking Growth
■ Social Networking sites are experiencing tremendous growth all over the world■ In the Asia Pacific region, these sites are growing at a rate that is almost three
times the category’s growth in North America
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Nov-2006
Dec-2006
Jan-2007
Feb-2007
Mar-2007
Apr-2007
May-2007
Jun-2007
Jul-2007
Aug-2007
Sep-2007
Oct-2007
Middle East Africa Asia-Pacific Europe Latin America North America
Unique Visitors (000)
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Social Networking Across RegionsSocial Networking Across Regions
21%
51%
7%
12%
62%
9%
13%
27%
50%
17%
62%
22%
30%
24%
77%
35%
14%
98%
14%
89%
23%
9%
43%
29%
10%
9%
9%
6%
BEBO.COM
CyWorld
FACEBOOK.COM
FRIENDSTER.COM
HI5.COM
MYSPACE.COM
Orkut
Skyrock Network
Windows LiveSpaces
North America Latin America Europe Asia Pacific Middle East - Africa
`
Global Distribution of Visitors to Top Social Networking Sites
Global Distribution of Visitors to Top Social Networking Sites
■ MySpace’s audience is predominantly North American and European
■ Facebook now draws at least 10% of its traffic from Asia and the Middle East
■ Friendster’s audience is primarily in Asia Pacific, with only 7% in North America
■ Orkut and Hi5.com have sizable share in Latin America
■ Windows Live Spaces has most balanced audience, and drew an audience of 118 million in October, more than both MySpace and Facebook
Source: comScore World Metrix, October 2007
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71.5%59.4%62.5%
76.7%82.4%67.4%
World NorthAmerica
Latin America Europe Asia Pacific Middle Eastand Africa
Widgets and the Distributed WebWidgets and the Distributed Web
■ The rise of Social Networking has precipitated a surge in widget viewership: two-thirds of the online population, nearly 600 million people, viewed a widget in October 2007
■ North America had the highest widget penetration rates
65.5% 67.4%64.3%
Aug-08 Sep-08 Oct-08
% of Regional Population
Source: comScore Widget Metrix, October 2007. WidgetMetrix currently reports on embedded Shockwave Flash (.swf) objects only. Desktop widgets are not included in this report.
% of Worldwide Population
Worldwide Widget ReachWorldwide Widget Reach Widget Penetration by RegionWidget Penetration by Region
Unique Visitors
(MM) 597.3 169.6 47.7 154.7 195.6 29.7561.3 575.7 597.3
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Countries with Highest Widget ReachCountries with Highest Widget Reach
82.1%
81.7%
79.6%
82.4%
82.7%
85.0%
86.5%
86.5%
87.2%
82.2%
Canada
Malaysia
India
Singapore
Puerto Rico
North America
Portugal
United Kingdom
United States
Colombia
Countries with Highest Widget ReachCountries with Highest Widget Reach
% Reach of Country’s Online Population
Source: comScore Widget Metrix, October 2007. WidgetMetrix currently reports on embedded Shockwave Flash (.swf) objects only. Desktop widgets are not included in this report.
■ Among individual countries, Canada had the highest widget penetration rates
■ Three countries in Asia, Malaysia, India, and Singapore are among the Top 10 countries with highest widget reach
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Summary of Key FindingsSummary of Key Findings
■ Lower U.S. contribution to worldwide
■ Compelling offerings needed for global internet landscape
■ China & South Korea giving U.S. sites a run for their money
■ Broadband driving usage outside U.S.– Facilitates multimedia & online entertainment
– The “Youtube” effect
■ Below average penetration & consumption of China internet user base represents enormous opportunity
■ Social Networking continues enormous growth globally– At the expense of Community sites, e-cards & personals web sites
Thank youThank you
Jack Flanagan
Executive Vice President
jflanagan@comscore.com
MEASURING THE DIGITAL WORLD
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