Key Insights and Digital Trends Shaping the Online Space in
China, Taiwan and Hong Kong
© comScore, Inc.
Proprietary.
October 2013
Introduction
#FutureinFocus
Executive Summary
Media fragmentation is occurring at the speed light 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 center
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 Greater China 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
© comScore, Inc.
Proprietary.
2
Key Takeaways
China is the world’s largest internet
population
China’s online population now exceeds 347
million*. With an extended online universe in
excess of 460 million# the market is large
enough to sustain big and small players in most
online verticals. Conversely Hong Kong and
Taiwan are more mature markets with a
significantly smaller user base.
The online retail market in the region is huge
Chinese users spend an average 150 minutes a
month on retail sites, on the other hand 88% of
Taiwanese visit retail sites. A mix on international,
regional and local players make retail one of the
biggest and most popular online activities.
The sheer size of China’s online audience
creates a sizeable segment for all categories
Not only do popular online activities like
entertainment, social networking, online video and
travel have huge following in China. Top web
properties in niche sectors such as real estate,
automotive and beauty/fashion style also have
multi million active users. Career services &
development sites also get substantial visitation
from all three regions. Per-user averages for the
segment far exceed global averages
Online demographics in China Taiwan and
Hong Kong also vary significantly
Hong Kong has greater representation in older
age groups (40% users older than 45). On the
other hand, Chinese online audience is much
younger with only 20% users older than 45.
Taiwan lies in the middle with a larger middle
aged group of users.
© comScore, Inc.
Proprietary.
*Includes Internet Audience 15+ accessing Internet from a Home or Work PC in March 2013
#Includes
Users accessing internet from an internet café, or other public/shared computers in March 2013
3
Content
SETTING THE SCENE
Global Overview
5
Online Landscape in China, Taiwan & Hong Kong
9
2013 CHINA TAIWAN HONG KONG DIGITAL FUTURE IN FOCUS
Digital Audience Behaviour
15
Online Video
22
Social Networking
25
Online Retail
28
Online Travel
35
Search
41
News/Information
44
Real Estate
48
Career Services & Development
53
Automotive
58
Beauty/Fashion Style
63
Conclusion
68
Tweet-bits
72
Methodology
73
About comScore
75
© comScore, Inc.
Proprietary.
4
#FutureinFocus
GLOBAL OVERVIEW
© comScore, Inc.
Proprietary.
Distribution of Worldwide Internet Audience
The US is no Longer the Center of the Online Universe
Internet User Share Change (1996 vs. 2012)
Internet User Share by Region (2013)
34%
Outside US
87%
Outside US
66%
Middle
East - Africa
9%
North
America
14%
Latin
America
9%
Asia
Pacific
41%
Europe
27%
13%
1996
2012
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix
6
Share of Asia Pacific Online Population
China is the Number 1 Online Population in the World and Asia Pacific
Home to An Astounding 54% of all APAC Internet Users
Total 604 MM
Total 644 MM
Rest of Asia Pacific,
13.9%
Rest of Asia Pacific,
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
© 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
© 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
CHINA, TAIWAN, HONG KONG
ONLINE LANDSCAPE
© comScore, Inc.
Proprietary.
Online Audiences in Asia Pacific
Growth Flat in Mature Internet Audiences of Taiwan and Hong Kong
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 to March 2013
2,895
3,397
4,595
7,432
9,485
11,800
Proprietary.
11,861
14,371
© comScore, Inc.
13,628
16,055
73,640
73,872
348,177
Total Unique Visitors (000)
China’s Internet Audience grew by 4% over
the past year, Taiwan and Hong Kong each
grew by 2% vs March 2012.
10
Engagement in Asia Pacific Countries
Taiwan’s Per-Visitor Usage Among Highest in the Region
Per-visitor usage in
mainland China is lighter
than in Hong Kong and
Taiwan. The Worldwide
average is 24.4 hours/user
Average Time Spent Online (Hours)
China
India
Japan
Vietnam
Australia
Indonesia
Taiwan
Malaysia
Thailand
Philippines
Hong Kong
Singapore
New Zealand
16.2
11.9
21.5
26.2
17.7
13.5
26.1
16.0
27.2
16.4
23.7
16.6
18.2
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
11
Men Spend an Average of 4 Hours More Online in Taiwan
Difference in Usage by Men and Women Smallest in China
All Males (15+)
Average Hours per Visitor
All Females (15+)
24.1
28.0
24.0
22.6
17.7
WW
16.5
APAC
16.5
25.0
22.6
15.7
China
Taiwan
Hong Kong
Female Share of Internet Population
47%
44%
© comScore, Inc.
Proprietary.
45%
49%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
52%
12
Hong Kong has Greater Representation in Older Age Groups
Mainland China Skews Younger than Global Average
% of Population
WW
26%
26%
20%
APAC
29%
30%
China
28%
31%
Taiwan
Hong Kong
24%
Persons: 15-24
22%
24%
28%
17%
20%
Persons: 25-34
© comScore, Inc.
Proprietary.
14%
24%
22%
Persons: 35-44
13%
11%
9%
10%
14%
24%
Persons: 45-54
7%
9%
16%
Persons: 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
13
Males 15-24 Are Heaviest Internet Users in Taiwan and Hong Kong
In China, Usage is More Consistent Among Age and Gender Groups
Average Time Spent Online (Hours per User)
China
Taiwan
Hong Kong
16.2
33.6
17.0
Males
27.3
23.2
23.8
22.5
22.8
19.0
16.4
29.6
16.0
29.2
23.6
16.6
21.4
22.4
14.8
18.6
19.7
14.4
23.5
20.8
15.7
15-24
© comScore, Inc.
27.1
27.8
15.7
15.8
Females
35.9
Proprietary.
25-34
35-44
45-54
21.9
55
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
14
#FutureinFocus
DIGITAL AUDIENCE BEHAVIOUR
© comScore, Inc.
Proprietary.
Reach of Key Web Categories in China vs. Global Reach
Index
Auctions
140
42%
30%
Automotive
110
34%
31%
Games
108
Social Networking*
105
59%
54%
86%
82%
55%
57%
Business/Finance
97
Multimedia
96
Retail
95
70%
74%
Directories/Resources
88
66%
76%
Downloads
74%
78%
45%
55%
82
© comScore, Inc.
Proprietary.
53%
65%
e-mail
81
News/Information
80
Search/Navigation
80
Technology
77
Health
73
Travel
71
25%
36%
Education
64
22%
34%
Photos
57
Blogs
53
61%
76%
69%
87%
47%
61%
22%
30%
19%
33%
China
28%
53%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
*Social Networking data is based on comScore Media Metrix, August 2013
WW
16
Top Web Properties - China
Unique Visitors (000)
Minutes per Visitor
TENCENT Inc.
275,542
Sohu.com Inc.
251,542
Baidu.com Inc.
247,520
Alibaba.com Corporation
28.2
71.0
203,621
SINA Corporation
137.7
171,398
Xunlei Networking
139,366
Youku Inc.
137,621
NetEase.com Inc.
120,083
Qihoo.com Sites
108,806
Phoenix Television
103,506
© comScore, Inc.
212.4
Proprietary.
54.3
32.2
11.8
42.4
15.8
28.1
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
17
Reach of Key Web Categories in Taiwan vs. Global Reach
Index
-3%
55%
Auctions
183
Blogs
178
53%
Travel
144
51%
36%
e-mail
137
Sports
137
News/Information
127
Directories/Resources
126
Business/Finance
124
30%
-3%
Retail
Games
95%
89%
65%
53%
38%
117
115
Multimedia
115
89%
78%
Social Networking
113
89%
79%
Search/Navigation
105
Photos
100
88
30%
34%
96%
TV
83
31%
38%
Downloads
82
Automotive
82
70%
57%
88%
74%
© comScore, Inc.
Proprietary.
33%
33%
Education
76%
63%
54%
92%
87%
96%
76%
120
70%
61%
Technology
Instant
Messengers
70
46%
55%
26%
31%
15%
21%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
Taiwan
WW
18
Top Web Properties - Taiwan
Unique Visitors (000)
Minutes per Visitor
Yahoo! Sites
11,503
Google Sites
373.9
10,334
Facebook
183.7
9,613
Microsoft Sites
8,595
YAM.COM
7,276
udn.com Co. Ltd.
5,890
374.3
40.8
3.5
13.7
PIXNET
5,379
10.3
Chunghwa Telecom
5,211
15.4
Baidu.com Inc.
4,906
21.6
Next Media Interactive Ltd.
© comScore, Inc.
4,263
Proprietary.
19.6
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
19
Reach of Key Web Categories in Hong Kong vs. Global Reach
Index
-3%
Business/Finance
83%
145
57%
-3%
News/Information
120
Travel
117
Blogs
116
e-mail
114
Directories/Resources
105
Technology
105
TV
105
Social Networking
Multimedia
92%
76%
42%
36%
62%
53%
74%
65%
80%
76%
64%
61%
39%
38%
105
83%
79%
104
81%
78%
© comScore, Inc.
Proprietary.
Auctions
102
Search/Navigation
101
Photos
98
Downloads
98
Education
95
Retail
92
Games
90
Sports
64
Health
59
Instant
Messengers
54
31%
30%
88%
87%
33%
33%
55%
55%
32%
34%
68%
74%
49%
54%
25%
38%
18%
30%
11%
21%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
Hong Kong
WW
20
Top Web Properties – Hong Kong
Unique Visitors (000)
Minutes per Visitor
Yahoo! Sites
4,439
Google Sites
3,727
Microsoft Sites
3,372
Facebook
1,759
Wikimedia Foundation Sites
1,716
DISCUSS.COM.HK
1,677
Uwants Sites
1,472
SINA Corporation
1,429
Oriental Press Group
1,400
© comScore, Inc.
210.4
48.9
3,148
Baidu.com Inc.
Next Media Interactive Ltd.
203.3
1,257
Proprietary.
244.6
33.3
16.6
24.5
14.0
26.9
96.1
82.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
21
#FutureinFocus
ONLINE VIDEO
© comScore, Inc.
Proprietary.
Video Penetration of Web Audience Highest in Hong Kong
Chinese Audience is the Number 2 Consumer of Videos Globally
90.3
87.2
84.2
86.6
86.8
US
US
UK
UK
Japan
Japan
% of Web
Population
Viewing
Online
Video
82.4
China
China
Taiwan
Taiwan
Hong
Hong
Kong
Total Videos
30.9 Billion
823 Million
603 Million
61.7 Billion
12.8 Billion
18.0
Billion
Avg. Videos per
Viewer
101
82
143
371
377
297
© comScore, Inc.
Proprietary.
Kong
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, June 2013
23
Youku Leads the Online Video Segment in China
Google leads in Taiwan and Yahoo in Hong Kong
Top 10 Video Properties
By Unique Visitors (000)
China
Taiwan
Hong Kong
Youku
280,975
Google Sites
9,381
Yahoo! Sites
3,232
TENCENT Inc.
265,797
Yahoo! Sites
8,013
Google Sites
3,094
Tudou Sites
220,219
Facebook
4,517
Facebook
1,289
Sohu.com Inc.
200,744
Viacom Digital
3,542
Television Broadcasts Ltd 1,180
IQIYI.COM
189,441
VEVO
2,293
Viacom Digital
974
LETV.COM
168,553
Youku
2,078
Youku
894
SINA Corporation
127,306
Funshion.com
1,472
Next Media Interactive Ltd.
871
Xunlei Networking
100,625
DAILYMOTION.COM
1,285
VEVO
669
Phoenix Television
80,556
JUSTIN.TV*
1,227
Tudou Sites
567
56.COM
71,673
Tudou Sites
1,221
DAILYMOTION.COM
457
© comScore, Inc.
Proprietary.
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, June 2013
24
#FutureinFocus
SOCIAL NETWORKING
© comScore, Inc.
Proprietary.
Social Networking Reach in China & Taiwan Above Global Average
But Usage Still Low, Huge Potential to Grow
Reach of Social Networking Category
82%
Worldwide
79%
US
77%
UK
Japan
Average Time Spent on Social
Networking Category (Minutes)
86%
China
79%
Hongkong
86%
Taiwan
© comScore, Inc.
Proprietary.
363
US
448
UK
Japan
53%
324
Worldwide
China
Hongkong
88
69
251.0
Taiwan
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, August 2013
398.0
26
Top Social Networks
Reach of Top 5 Social Networks
China
Tencent QQ and
Weibo Sites are the
major social
networks in China,
with Facebook and
Twitter effectively
blocked in the
country
78%
QQ.com Qzone
QQ.com Microblogging
SINA Microblogging
Pengyou.com
Renren.com
Taiwan
77%
50%
Yahoo! Wretch
Plurk.COM
Douban sites
32%
22%
14%
Hong Kong
Facebook.com
SINA Microblogging
35%
11%
8%
© comScore, Inc.
Yahoo! Wretch
17%
SINA Microblogging
16%
Linkedin
5%
Douban Sites
Proprietary.
63%
Facebook.com
11%
7%
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, August 2013
27
#FutureinFocus
ONLINE RETAIL
© comScore, Inc.
Proprietary.
88% of Taiwanese Web Users Visited a Retail Site, but Chinese Users
Averaged the Most Time on Retail Sites – over 2 hours a Month
Reach of Retail Category
Worldwide
Average Time Spent on Retail Category
(Minutes)
79.5
74%
Asia
Pacific
70%
China
70%
Taiwan
101.9
149.5
88%
Hong
Kong
68%
© comScore, Inc.
Proprietary.
41.6
50.2
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
29
Top Retail Sites: China
In China, Alibaba Leads the Category in Visiting and Drives High Usage
Unique Visitors (000)
Alibaba.com Corporation
Minutes per Visitor
203,621
PAIPAI.COM
77,237
360buy Corporation
137.7
10.4
65,401
51BUY.COM
52,192
Amazon Sites
37,311
YIHAODIAN.COM
27,524
DANGDANG.COM
26,853
SUNING.COM
24,381
VIPSHOP.COM
24,029
JUMEI.COM
23,948
© comScore, Inc.
Proprietary.
21.4
4.6
9.3
7.3
14.2
8.0
35.0
16.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
30
Retail Subcategories: Taiwan
% Reach of Retail Categories
Comparison Shopping
60.9%
Apparel
25.4%
Mall
24.6%
Consumer Electronics
15.8%
Computer Software
12.9%
Books
12.7%
Computer Hardware
Fragrances/Cosmetics
11.1%
5.1%
Tickets
2.4%
Jewelry/Luxury Goods/Accessories
2.0%
Retail - Music
1.9%
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
31
Top Retail Sites: Taiwan
Unique Visitors (000)
Yahoo! Shopping
Minutes per Visitor
5,758
BOOKS.COM.TW
17.2
2,207
Pchome Shopping
1,686
MOMOSHOP.COM.TW
1,508
Amazon Sites
1,499
Alibaba.com Corporation
1,355
PCSTORE.COM.TW
1,234
PayEasy Sites
1,200
LATIV.COM.TW
1,131
Rakuten Inc
1,065
© comScore, Inc.
Proprietary.
13.8
13.7
14.5
5.4
22.3
7.9
5.8
10.0
9.2
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
32
Retail Subcategories: Hong Kong
Comparison Shopping
27.5%
% Reach of Retail Categories
Consumer Electronics
21.4%
Computer Hardware
19.0%
Computer Software
15.4%
Apparel
14.9%
Books
9.0%
Retail - Movies
5.1%
Fragrances/Cosmetics
4.9%
Retail - Music
3.3%
Tickets
3.3%
Jewelry/Luxury Goods/Accessories
3.2%
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
33
Top Retail Sites: Hong Kong
Combination of Local, Mainland, and International Sites among Top Retailers
Unique Visitors (000)
Alibaba.com Corporation
1,241
Amazon Sites
55.6
775
Apple.com Worldwide Sites
9.8
614
PRICE.COM.HK
8.7
522
Yahoo! Shopping
PRICE-CREAM.COM
Minutes per Visitor
438
354
12.8
1.8
2.9
DCFEVER.COM
293
AVG.COM
291
Samsung Group
264
5.4
Nissen Group
240
5.8
© comScore, Inc.
Proprietary.
29.4
7.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
34
#FutureinFocus
ONLINE TRAVEL
© comScore, Inc.
Proprietary.
Web Users in Taiwan & HK Visit Travel Sites at an Above-Average Rate
Usage in all 3 Regions Still Below US and UK Averages
Reach of Travel Category
Worldwide
China
Average Time Spent on Travel
Category (Minutes)
Worldwide
35.7%
China
25.3%
Taiwan
Taiwan
51.3%
Hong Kong
41.9%
United
States
Hong Kong
63.5%
Japan
38.1%
© comScore, Inc.
Proprietary.
15.4
13.8
27.0
United
States
50.9%
United
Kingdom
25.6
36.4
United
Kingdom
Japan
49.6
22.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
36
Travel Category Trend
% Reach of Travel Category
60.0
50.0
40.0
30.0
20.0
Uptick in visiting to Travel sites from
China in anticipation of Chinese New
Year in early February
10.0
0.0
Jun-2012
Jul-2012
World-Wide
Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 Jan-2013 Feb-2013 Mar-2013
China
© comScore, Inc.
Proprietary.
Hong Kong
Taiwan
Asia Pacific
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, June 2012 and March 2013
37
Top Travel Sites: China
Unique Visitors (000)
Minutes per Visitor
QUNAR.COM
28,183
Ctrip.com International
24,434
12306.CN
3.9
9,566
7,331
SOHU.COM Travel
6,650
CNCN.COM
6,071
ZHUNA.CN
5,819
© comScore, Inc.
7.3
13,139
TripAdvisor Inc.
TIEYOU.COM
8.7
19,211
17U
Expedia Inc
8.5
5.8
4.8
5.8
3.6
1.8
4,999
Proprietary.
6.4
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
38
Top Travel Sites: Taiwan
Unique Visitors (000)
Yahoo! Travel
2,646
BACKPACKERS.COM.TW
THSRC.COM.TW
6.2
728
5.6
537
TRANEWS.COM
439
Priceline.com Incorporated
420
Ctrip.com International
405
OKGO.TW
392
Mobile01 Sport
377
EMMM.TW
361
EASYTRAVEL.COM.TW
360
© comScore, Inc.
Minutes per Visitor
Proprietary.
10.3
2.0
5.6
2.0
5.1
9.9
2.4
4.5
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
39
Top Travel Sites: Hong Kong
Unique Visitors (000)
Yahoo! Travel
Minutes per Visitor
446
Priceline.com Incorporated
3.5
389
Ctrip.com International
342
Cathay Pacific Group
15.8
5.4
250
26.1
KMB.COM.HK
227
6.8
Expedia Inc
227
7.0
TripAdvisor Inc.
154
6.7
BACKPACKERS.COM.TW
140
6.2
CTSHK.COM
132
Travelocity
120
© comScore, Inc.
Proprietary.
8.7
11.8
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
40
#FutureinFocus
SEARCH
© comScore, Inc.
Proprietary.
China is the Largest Audience of Searchers in the World
Number of Searchers Still Growing, 8% Over Same Time Period Last Year
+8%
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)
320.4
296.2
+5%
230.0
241.9
-4%
+28%
80.4 76.9
52.6
China
United
States
© comScore, Inc.
Proprietary.
Japan
Mar-12
67.5
India
+2%
59.6 60.9
Germany
+35%
44.7
60.5
Brazil
Mar-13
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2012 and March 2013
42
Key Search Statistics
+3%
131.0 135.3
Average
Searches
per
Searcher
+10%
123.1
135.4
Mar-12
Mar-13
-3%
78.3
75.9
China
China
Taiwan
Taiwan
Hong Kong
Kong
Hong
Unique
Searchers
320.4 M
12.3 M
4.2 M
Searches
25.1 B
1.6 B
511 M
Search
Result Pages
35.9 B
2.4 B
724 M
Search Visits
7.6 B
357 M
119 M
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2012 and March 2013
43
#FutureinFocus
NEWS/INFORMATION
© comScore, Inc.
Proprietary.
Taiwanese Web Users Spend More Time on News/Info than U.S. Users
96% of Web Users in Taiwan Visited a News/Information Site
Reach of News/Information Category
Worldwide
China
Worldwide
76.1%
China
61.1%
Taiwan
96.4%
Hong
Kong
91.7%
United
States
99.8%
United
Kingdom
86.4%
Japan
81.8%
© comScore, Inc.
Average Time Spent on
News/Information Category
(Minutes)
Proprietary.
69.7
50.4
Taiwan
146.6
Hong Kong
111.7
United
States
115.2
United
Kingdom
Japan
90.6
39.4
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
45
General News and Newspaper Sites Garner the Most Attention
50%
% Reach of News/Information
Categories
General News
95%
85%
23%
Newspapers
26%
37%
11%
Weather
18%
12%
7%
Politics
7%
3%
© comScore, Inc.
Proprietary.
China
Taiwan
Hong Kong
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
46
Yahoo! – ABC News Network is Top News/Information Site in Taiwan
and Hong Kong; In China, QQ News is Top Site
Unique Visitors (000)
Top 10 News/Information Sites
China
Taiwan
Hong Kong
QQ.COM News
93,255
Yahoo!-ABC News Network
10,938
Yahoo!-ABC News Network
3,207
IFENG.COM News
75,968
UDN.COM
5,883
ON.CC
1,397
SINA News
61,235
NEXTMEDIA.COM
4,104
NEXTMEDIA.COM
1,195
People's Daily online
47,748
NOWNEWS.COM
3,521
Sing Tao News Corp
542
SOHU.COM News
44,024
ETTODAY.NET
2,962
Ming Pau Group
520
Xinhua News Agency
43,700
China Times Group
2,771
UDN.COM
431
163.COM News
China Meteorological
Administration
43,129
Yahoo! Weather (Intl)
1,878
About
418
32,147
Liberty Times Group
1,604
SINA News
392
China News Service
22,247
MSN News
1,194
Yahoo! Weather (Intl)
330
GMW.CN
19,605
Yam.com News
1,023
BBC
316
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
47
#FutureinFocus
REAL ESTATE
© comScore, Inc.
Proprietary.
Taiwanese Web Users Most Likely to Visit Real Estate Sites
Reach and Usage for all 3 Regions Still Well Below US and UK Rates
Reach of Real Estate Category
Average Time Spent on Real Estate
Category (Minutes)
Worldwide
18.2%
Worldwide
China
18.7%
China
17.4
Taiwan
16.6
Taiwan
Hong
Kong
28.4%
12.2%
United
States
35.0%
United
Kingdom
Japan
Hong Kong
36.6%
13.7%
© comScore, Inc.
14.2
United States
44.3
United Kingdom
Japan
Proprietary.
27.8
48.8
17.1
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
49
Top Real Estate Sites: China
Unique Visitors (000)
Minutes per Visitor
SouFun.com Limited
23,610
FOCUS.CN
17,919
QQ.COM Real Estate
19.1
6.4
15,889
SINA House
11,053
IFENG.COM House
10,581
163.COM Real Estate
4,771
ANJUKE.COM
4,767
LEJU.COM
3,785
HOUSE365.COM
3,080
TAOFANG.COM
2,762
© comScore, Inc.
Proprietary.
6.8
7.9
5.7
3.3
13.4
3.3
15.1
6.2
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
50
Top Real Estate Sites: Taiwan
Unique Visitors (000)
Yahoo! Real Estate (Intl)
Minutes per Visitor
1,969
591.COM.TW
4.3
811
HOUSEFUN.COM.TW
29.0
478
6.2
SINYI.COM.TW
219
22.5
YUNGCHING.COM.TW
176
22.0
RAKUYA.COM.TW
174
HBHOUSING.COM.TW
171
SouFun.com Limited
131
THEHITSUSA.COM
118
CTHOUSE.COM.TW
4.4
2.9
1.6
91
© comScore, Inc.
20.0
8.3
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
51
Top Real Estate Sites: Hong Kong
Unique Visitors (000)
Minutes per Visitor
IProperty Group
132
CENTANET.COM
13.0
102
MIDLAND.COM.HK
77
PROPERTY.HK
74
Yahoo! Real Estate (Intl)
48
SouFun.com Limited
46
MSN Real Estate
33
6.4
9.5
14.5
4.8
18.6
1.7
RICACORP.COM
26
5.3
SQUAREFOOT.COM.HK
26
5.3
Mpfinance Property
17
© comScore, Inc.
Proprietary.
11.4
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
52
#FutureinFocus
CAREER SERVICES & DEVELOPMENT
© comScore, Inc.
Proprietary.
Substantial Visitation from all 3 Regions to Career Services Sites
Per-user Averages also Exceed Global Averages
Reach of Career Services &
Development Category
Worldwide
China
Taiwan
Hong Kong
27.2%
Average Time Spent on Career Services
& Development Category (Minutes)
Worldwide
21.6%
25.5%
22.2%
22.9
China
26.7
Taiwan
26.4
Hong Kong
23.4
23.5
United
States
39.5%
United States
United
Kingdom
40.1%
United Kingdom
30.9
Japan
30.9
Japan
25.9%
© comScore, Inc.
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
54
Top Career Services & Development Sites: China
Unique Visitors (000)
51JOB.COM
15,523
ZHAOPIN.COM
9,477
01HR.COM
YINGJIESHENG.COM
6,752
22.7
1.1
1.0
5,427
4,107
ALIBADO.COM
3,439
FENZHI.COM
3,379
THEA.CN
3,032
HJENGLISH.COM
2,789
© comScore, Inc.
18.1
13,947
YJBYS.COM
BAIJOB.COM
Minutes per Visitor
Proprietary.
7.6
4.9
6.0
1.9
3.5
2.5
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
55
Top Career Services & Development Sites: Taiwan
Unique Visitors (000)
104 Corporation
Minutes per Visitor
1,364
1111.COM.TW
28.9
833
518.COM.TW
19.2
625
YES123.COM.TW
8.5
382
PCCENTER.COM.TW
316
CHEERS.COM.TW
22.7
1.5
214
7.6
PCSCHOOL.COM.TW
140
BITCOMET.ORG
119
HJENGLISH.COM
108
1.5
87
2.0
UDNJOB.COM
© comScore, Inc.
Proprietary.
3.0
31.9
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
56
Top Career Services & Development Sites: Hong Kong
Unique Visitors (000)
JOBSDB.COM Sites
Minutes per Visitor
342
CTGOODJOBS.HK
83
About.com Jobs & Careers
78
36.1
14.4
5.0
Indeed
65
4.2
JIUJIK.COM
59
4.3
RECRUIT.COM.HK
59
BITCOMET.ORG
54
Monster, Inc.
51
HJENGLISH.COM
47
CLASSIFIEDPOST.COM
45
© comScore, Inc.
Proprietary.
12.1
17.1
4.1
1.1
14.9
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
57
#FutureinFocus
AUTOMOTIVE
© comScore, Inc.
Proprietary.
Web Users in China Show Above-Average Interest in Automotive Sites
Chinese Web Users Spend a Substantial Amount of Time on Auto Sites
Reach of Automotive Category
Worldwide
31.2%
China
Hong Kong
25.7%
11.0%
United
States
41.5%
United
Kingdom
Japan
Worldwide
34.3%
Taiwan
Average Time Spent on Automotive
Category (Minutes)
33.4
China
40.1
Taiwan
15.6
Hong Kong
15.0
United States
27.9
45.1% United Kingdom
21.0%
© comScore, Inc.
Japan
Proprietary.
45.5
25.8
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
59
Top Automotive Sites: China
Unique Visitors (000)
Minutes per Visitor
AUTOHOME.COM.CN
34,192
Easy Car China
33,420
QQ.COM Auto
53.3
17.3
31,017
PCAUTO.COM.CN
12.0
27,375
SOHU.COM Auto
10.0
26,099
XCAR.COM.CN
13.2
15,139
17.5
IFENG.COM Auto
12,834
12.0
SINA Auto
12,646
11.4
XGO.COM.CN
9,377
163.COM Auto
9,138
© comScore, Inc.
Proprietary.
2.7
9.5
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
60
Top Automotive Sites: Taiwan
Unique Visitors (000)
Yahoo! Autos
Minutes per Visitor
1,554
U-CAR.COM.TW
15.0
696
Mobile01 Motorcycle
10.8
297
JORSINDO.COM
242
MSN Autos
235
9.0
10.2
15.0
Mobile01 Automobile
Homepage
187
3.2
Toyota Group
150
3.4
8891.COM.TW
132
INCAR.TW
105
Chinatimes.com Auto
89
© comScore, Inc.
13.7
6.2
0.3
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
61
Top Automotive Sites: Hong Kong
Unique Visitors (000)
28CAR.COM
Minutes per Visitor
105
16.6
CAR.COM.HK
40
15.1
MSN Autos
38
15.4
Easy Car China
31
3.6
Yahoo! Autos
31
3.4
Toyota Group
29
PCAUTO.COM.CN
27
CAR1.HK
26
U-CAR.COM.TW
25
CAR8.COM
© comScore, Inc.
19
Proprietary.
5.6
3.1
5.6
3.1
12.8
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
62
#FutureinFocus
BEAUTY/FASHION/STYLE
© comScore, Inc.
Proprietary.
Reach of Beauty/Fashion/Style Sites in China, Taiwan, and Hong Kong
Higher than Global Average
Reach of Beauty/Fashion/Style
Category
Worldwide
24.1%
China
Average Time Spent on
Beauty/Fashion/Style Category (Minutes)
Worldwide
37.2%
Taiwan
40.5%
China
7.3
7.6
31.3%
Hong Kong
United
States
30.6%
United States
Japan
27.8%
15.2%
© comScore, Inc.
11.0
United Kingdom
Japan
Proprietary.
13.4
Taiwan
Hong Kong
United
Kingdom
11.2
9.8
5.7
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
64
Top Beauty/Fashion/Style Sites: China
Unique Visitors (000)
Minutes per Visitor
PCLADY.COM.CN
25,442
QQ.COM Women
19,394
IFENG.COM Fashion
18,977
MEILISHUO.COM
15,829
HAIBAO.CN
15,229
MOGUJIE.COM
3.9
16.9
8.7
2.4
12,278
9,878
SINA Women
9,068
PCPP.COM.CN
8,796
© comScore, Inc.
6.4
17,298
SOHU.COM Women
AILI.COM
4.1
Proprietary.
23.4
5.3
7.2
2.2
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
65
Top Beauty/Fashion/Style Sites: Taiwan
Unique Visitors (000)
Yahoo! Fashion
Minutes per Visitor
3,239
FASHIONGUIDE.COM.TW
5.6
619
3.9
URCOSME.COM
288
VOGUE.COM.TW
255
Elle Group Int'l Editions
234
7.8
BABYOU.COM
228
7.7
Mobile01 Fashion
217
GQ.COM.TW
161
2.4
Mobile01 Women
159
2.4
HAIBAO.CN
85
© comScore, Inc.
4.4
10.0
4.3
1.7
Proprietary.
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
66
Top Beauty/Fashion/Style Sites: Hong Kong
Unique Visitors (000)
Minutes per Visitor
STYLE-TIPS.COM
280
Elle Group Int'l Editions
276
MY-MAGAZINE.ME
143
COSMOGIRL.COM.HK
137
SHE.COM
132
MENCLUB.HK
© comScore, Inc.
7.6
171
COSMOPOLITAN.COM.HK
YOKA.COM Inc
3.7
224
BEAUTYEXCHANGE.COM…
HAIBAO.CN
2.2
4.0
3.5
4.4
7.3
80
4.1
55
45
Proprietary.
3.7
0.9
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013
67
#FutureinFocus
CONCLUSION
© comScore, Inc.
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.
© comScore, Inc.
Proprietary.
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 – now it’s the businesses
who need to follow if they desire a unified,
platform-agnostic view of consumer behaviour.
69
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.
© comScore, Inc.
Proprietary.
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.
70
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.
© comScore, Inc.
Proprietary.
comScore’s vCE benchmark study about
viewable impressions over thousands 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.
71
Tweet-bits
•
•
•
•
•
•
•
•
•
•
China is the world’s largest internet population, more than 347 million have online access
on PC/Laptop http://cmsc.re/hGKMc #FutureinFocus
54% of all Asia Pacific internet users are from China http://cmsc.re/hGKMc #FutureinFocus
Online audience in China skews younger, 59% below 35 yrs while HK audience is more
mature with 63% above 35 yrs of age http://cmsc.re/hGKMc #FutureinFocus
87% of China’s web users viewed 30 billion online videos in a month, HK still has a higher
videos per viewer ratio http://cmsc.re/hGKMc #FutureinFocus
Youku emerges as top online video property in China, Yahoo leads the HK market
http://cmsc.re/hGKMc #FutureinFocus
Tencent and Weibo Sites are the top social networks in China, more 78% web users are on
Qzone Facebook leads in HK http://cmsc.re/hGKMc #FutureinFocus
Chinese users spend about 150 minutes on retail sites every month, highest in the region
and 187% of the global average http://cmsc.re/hGKMc #FutureinFocus
Alibaba users spend 137 minutes per visitor on an average, at least 4 times more than the
nearest competitor http://cmsc.re/hGKMc #FutureinFocus
Alibaba users spend more than 3 times the
China is the largest search audience in the World, number of searchers grew 8% over last
year. HK leads in average searches per person http://cmsc.re/hGKMc #FutureinFocus
© comScore, Inc.
Proprietary.
72
#FutureinFocus
METHODOLOGY
© comScore, Inc.
Proprietary.
Methodology and Definitions
This report utilises data from the comScore suite of products,
including comScore MMX, comScore qSearch, and comScore Video
Metrix.
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
© comScore, Inc.
Proprietary.
74
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!.
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© comScore, Inc.
Proprietary.
75