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2. About This Data Passport
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
Measuring the digital world.™

3. 01. GLOBAL INTERNET DEMOGRAPHICS 02. HOW THE WORLD USES THE INTERNET
Young Web Users Make Up Larger Share of Audience Top Categories for Web Users Under and Over 35 are
in Emerging Markets Roughly the Same, But Certain Categories Skew Young
Share of Online Population Under 35 % Reach and Average Time Spent, Key Categories
Selected Countries Among Those with Highest and Lowest Internet Penetration Rates Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer June 2010
June 2010
% Reach Average Minutes
Worldwide 53%
Category 15-34 35+ 15-34 35+
Sweden 37%
Instant Messengers 41.7 33.0 414 314
Netherlands 35% Entertainment - Music 51.3 42.4 27 21
Countries Australia 42% Photos 51.3 44.8 34 23
with HIGH Downloads 57.9 51.1 19 22
South Korea 47%
Internet Games 56.8 50.8 83 114
Penetration
Japan 40% Social Networking 76.2 70.5 311 244
Canada 41% Search/Navigation 83.8 86.2 51 49
Email 64.9 67.7 111 195
Singapore 45%
Community 63.1 66.5 41 48
Russian Federation 62% Directories/Resources 71.0 75.1 38 45
China 62% Technology 56.6 60.9 14 18
Countries Retail 61.6 67.9 52 63
with LOW Venezuela 73%
News/Information 65.4 75.2 43 75
Internet Vietnam 72% Business/Finance 43.6 56.4 31 54
Penetration
Mexico 68%
Philippines 69% For younger users, Internet usage skews toward fun, photos and
Indonesia 72%
instant communication, including IMing and social networking.
India 77%
This is quite a different profile from the 35+ crowd, who are more
People under the age of 35 make up the dominant share of likely to favor ‘grown up’ sites, like Business/Finance, News/
Internet audiences in countries with low Internet penetration rates, Information and Retail. The older group spends considerably
with many of these emerging markets in Asia and Latin America. more time on email than their younger counterparts.
Early adopters are more likely to be younger, and developing nations The top-indexing categories for younger Internet users reflect
are more likely to have a larger youth population overall. The impact of their focus on the Web as a real-time interactive medium for
these youthful Web audiences is significant: China’s 15-34 year olds communication, entertainment and connecting with others. Users
outnumber the total combined online populations of Germany, France, over 35 are more likely to focus on the Internet as an information and
the U.K., Italy and Spain. productivity resource. Greater spending power also makes them more
likely to visit Retail, Business/Finance and Technology sites.
Source: comScore Media Metrix Source: comScore Media Metrix

4. 03. SOCIAL NETWORKING
Facebook is Dominant Global Social Network, But There Russia and a Number of Southeast Asian Countries
are Still a Few Notable Exceptions Spend Largest Share of Online Time on Social Networks
Countries Where Facebook is not the #1 Social Network by Reach Countries Spending Largest and Smallest Share of Time on Social Networking
Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer Internet Users Ages 15+ Accessing the Internet from a Home or Work Computer
June 2010 June 2010
Country Leading SN and Facebook's Worldwide 15%
Reach Reach
Orkut Russian Federation 45%
Brazil 20.3%
71.9% Philippines 34%
Orkut
India
50.4%
47.5% Largest Indonesia 31%
Share of
Japan Mixi.jp 6.2% Malaysia 28%
18.6% Time
Hyves Puerto Rico 26%
Netherlands 37.9%
65.4%
Turkey 25%
Russian Federation VKontakte 7.6%
72.7% Taiwan 11%
CyWorld Netherlands
South Korea 8.0% Smallest 10%
55.0%
Share of South Korea 7%
Taiwan Wretch.cc 49.6%
61.1% Time
China 7%
Vietnam ZING Me 16.5%
27.7% Japan 4%
Vietnam 3%
Facebook now reaches 43.9 percent of Internet users worldwide,
and it is the leading social network in 33 of the 41 countries Countries with the heaviest usage of social networks are all from
under comScore measurement. In certain countries, however, emerging Internet regions. With the exception of the Russian
local social networks are in the lead. Federation, where VKontakte is the social networking leader,
VKontakte keeps a firm grip on the Russian Internet audience, Facebook accounts for the majority of social networking minutes
with almost three-quarters using the social network. CyWorld has in these countries.
also managed to keep Facebook’s reach in the single digits, while The six countries where users spend the smallest share of their
attracting more than half the online population in South Korea. online time on social networks are those in which Facebook is not the
category leader.
Source: comScore Media Metrix Source: comScore Media Metrix

5. 04. SOCIAL RETAIL 05. TWITTER
Hot New Trends in Online Shopping: Top Reasons for Twitter Use Vary by Gender
Group Buying, Flash Sale Sites and Social Retail Consumer Usage of Twitter
U.S. Unique Visitors (000) to Group Buying and Flash Sale Sites Q: For which have you used Twitter?
June 2009 and June 2010 U.S. April 2010 Survey
Reading tweets from users I follow 42%
38%
Posting my own tweets 38%
29%
Retweeting other users' tweets 20%
18%
Finding breaking news 23%
13%
Conversations with other users 16%
18%
Following celebrities 14%
18%
Following businesses to find 12%
sales/deals/special prices/promotions 16%
Finding product reviews/opinions 17%
11%
Finding political news 15%
10%
Following my favorite sports teams 15%
8%
Asking for help/advice from other users 7%
3%
Other 3%
8%
None of the above 11%
23%
Group-buying sites LivingSocial and Groupon, which offer
Male Female
discounted local goods and services, have increased their traffic
by an astounding amount over the past year. Flash sale sites, Though the service has proved popular with both genders, men
which offer a limited number of price-reduced items for a short and women use Twitter for different types of activities.
period of time, have also seen significant growth.
Men are far more likely to post their own tweets than women. They are
These sites take advantage of social networking by encouraging also more likely to use Twitter to follow news and sports. Meanwhile,
consumers to share information about their shopping activities, and to women are more likely to use the service as a conversation medium
save money on their purchases by doing so. A tight economy may also and to follow celebrities. A larger percentage of women also say they
be contributing to these sites’ success, as consumers try to find new use the network to find deals and promotions.
ways to stretch their discretionary dollars.
Source: comScore Media Metrix Source: comScore Survey, April 2010

6. 06. E-COMMERCE 07. ONLINE BANKING
Q2 2010 Marks Third Consecutive Quarter of Positive 61 Million Customers Logged In to Their Accounts at
U.S. e-Commerce Growth Versus Year Ago One of the Top 10 Banks in Q2 ‘10
e-Commerce Spending and Year-over-Year Growth Rates U.S. Online DDA* Customers**
Q1 2007 to Q2 2010 Q4 2004 to Q2 2010
$ 45,000 25%
59.1 57.9 58.4 60.9 60.6
55.9
$ 40,000 50.9 51.4
47.3 46.9 47.3 48.2 48.6
e-Commerce Spending (Millions)
20% 43.8 45.4
41.3 43
$ 35,000 38.8 39.9 40.2
36.5
34.2
31.4
Y/Y Percent Change
$ 30,000 15%
$ 25,000
10%
$ 20,000
$ 15,000 5%
Q4 2004 Q4 2005 Q4 2006 Q4 2007 Q4 2008 Q4 2009
$ 10,000
0%
$ 5,000 At 61 million customers, just over a quarter of the total U.S. online
$0 -5%
population logged in to view their DDA account last quarter.
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 Growth in online banking customers across the top 10 banks slowed
to 2.5 percent year-over-year in Q2 2010; this following tremendous
U.S. online retail spending reached $32.9 billion in the second growth since late 2008 which was largely attributed to bank
quarter of 2010, up 9 percent over a year ago. acquisitions. Despite the slowing growth rate, today over 25 percent of
This growth rate represents the third consecutive quarter of positive the total Internet population is engaged in online banking at one of the
year-over-year growth following a year of flat or negative quarterly top 10 banks. While growth slows in online banking, mobile banking
growth rates. 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 e-Commerce Measurement Source: comScore Banking Benchmarker

7. 08. ONLINE VIDEO AROUND THE GLOBE 09. ONLINE VIDEO ADVERTISING
The U.S. Leads in Average Number of Videos Viewed; Hulu Shows the Most Ads to Viewers Among TV Video
Germans are the Most Engaged Content Sites
Usage Measures for Online Video, June 2010 Video Ads* on TV Video Content Sites
Ads per Viewer, % of Site Viewers Exposed to a Video Ad
Average Videos per Viewer Average Hours per Viewer U.S. Online Video Viewers, June 2010
United States 196.2 United States 14.3 % of Video Viewers
Ads per Viewer Exposed to a Video Ad
Germany 193.0 Germany 17.5
Canada 185.0 Canada 13.6 Hulu 24.2 95%
United Kingdom 184.7 United Kingdom 15.8
THEWB.COM 20.0 96%
Japan 153.9 Japan 15.1
ABC.COM 15.6 50%
Hong Kong 139.5 Hong Kong 11.7
FOX.COM 12.9 85%
France 138.0 France 12.2
Singapore 127.2 Singapore 10.9 NBC.COM 8.4 68%
Brazil 95.2 Brazil 7.6 CWTV.COM 7.9 43%
Australia 92.2 Australia 7.2 CBS.COM 7.7 89%
Malaysia 71.1 Malaysia 4.5
Comedy Central 6.4 15%
China 50.0 China 6.5
TV.COM 5.4 85%
Discovery Digital Media Sites 4.2 71%
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. Among TV video content sites, Hulu generated the highest
number of total ad views at 566 million. 95 percent of video
China posts very light consumption, though with three-quarters of its
viewers on the site were exposed to an ad, and each was
very large Internet population watching online video, it still managed to
shown an average of 24.2 ads.
overtake the U.S. in the absolute number of online video viewers in June
2010. Malaysia and Brazil also show light video usage–unsurprising Overall, 76 percent of American online video viewers saw a video
given relatively low broadband penetration there. 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.
Source: comScore Video Metrix 2.0 Source: comScore Video Metrix 2.0

8. 10. MOBILE INTERNET MARKET ENABLERS 11. MOBILE INTERNET USAGE
Key Drivers of Mobile Internet Usage Communicating and Sharing Drives Usage of
% of Mobile Users, United States and EU5
Mobile Web
3 Months Ending June 2010
Top Genres for Mobile Browsing, EU5
3 Months Ending June 2010
46.6 44.8
32.6 Search 40.7%
30.5
25.6 25.6 25.8 25.0 Social Networking 36.0%
21.6
Personal Email via Browser 35.1%
6.6 News 32.3%
Weather 29.8%
Own a 3G Own a Have unlimited Used browser Used Sports Information 28.7%
Device Smartphone data service application IM via Browser 25.1%
plan
Entertainment News 23.9%
Work Email via Browser 20.6%
United States EU 5 Maps 19.5%
Tech News 19.4%
In the EU, smartphones and 3G devices are now firmly Photo or Video Sharing Service 19.3%
entrenched in the market. The most important enabler, unlimited General Reference 18.1%
data plans, still has limited penetration in the EU5 at 6.6 percent. Stock Quotes or Financial News 17.3%
In sharp contrast, more than a quarter of U.S. mobile users Movie Information 15.8%
subscribed to unlimited data plans.
A third of U.S. mobile subscribers used a browser on their device, The mobile Internet is as much about connecting with friends and
compared to only a quarter of EU5 mobile subscribers. The rate of app family as it is about news and information.
use is also higher in the U.S. than in the EU5. 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.
Source: comScore MobiLens Source: comScore MobiLens

9. 12. ONLINE DISPLAY ADVERTISING
The Online Display Market is Bouncing Back-U.S. U.S. Total Ad Impressions More Than Twice That of
Internet Users Received a Record 1.2 Trillion Display France, Germany and the U.K. Combined
Ads in Q2 ‘10, Up From 974 Billion in Q2 ‘09 Distribution of Display Ad Impressions by Creative Size
June 2010
U.S. Total Display Ad Impressions*
Q4 2008 to Q2 2010 Total Display Ad
Impressions
1.173B
1.050B 1.064B 1.090B United States 23% 23% 23% 19% 11% 410 Billion
944B 974B
915B
France 28% 23% 18% 21% 8% 71 Billion
United Kingdom 21% 17% 18% 31% 13% 68 Billion
Germany 31% 14% 20% 15% 18% 64 Billion
Canada 24% 20% 22% 21% 12% 53 Billion
Banners Rectangles
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 Non-Standard Buttons
Skyscrapers Pop-Ups and Pop-Unders
U.S. online display advertising is bouncing back in 2010, with In the U.S., the display ad market has similar representation
second quarter display impressions up 20 percent over the same among the most common ad formats, with banners, rectangles,
period last year. and non-standard units each accounting for 23 percent of
A shift in traditional advertisers’ media spend towards digital and impressions.
innovation in ad creatives have contributed to display advertising’s In the U.K., buttons (120x90) are the most common ad size, making
resurgence. In addition, advanced metrics to measure effectiveness up 31 percent of all impressions. Pop-ups and pop-unders now
of online advertising are improving advertisers’ ability to evaluate and represent a very small (less than 1 percent) share of display ad
optimize campaigns. The popularity of social networking sites has also impressions in all countries under comScore Ad Metrix measurement,
created a massive new channel with enhanced targeting capabilities most likely a function of the pop-up blockers which are now standard
and social value for online advertising. in most browsers.
*Display ads include static and rich media ads; excludes video ads, house ads and very
small ads (<2,500 pixels in dimension).
Source: comScore Ad Metrix Source: comScore Ad Metrix

10. 13. THE ROLE OF CREATIVE IN ADVERTISING 14. ACTIVE USAGE OF PC APPLICATIONS
Over Half the Impact of Advertising is Driven by the Internet Browsers Dominate PC Consumption
Strength of Creative Worldwide Engaged Minutes (MM) on Online and Offline Applications on PCs
% Influence on Market Share Shifts Pre- and Post- Campaign
comScore ARS® Global Validation Summary Microsoft Internet Explorer 925,501
Based on an Analysis of 396 Television Advertising Campaigns from 36 Advertisers and
Mozilla Firefox 379,531
200 Brands
Tencent QQ IM 176,758
Windows Live Messenger 151,984
Creative has 4x greater impact on Microsoft Office Word 122,056
Sales than Planning Variables
Other Microsoft Office Outlook 118,999
35%
Ad Quality Ad Quality = Quality of the creative Microsoft Office Excel 104,897
52% based on ARS Persuasion Score Google Chrome 77,089
Media Media Weight = Ad planning Opera 43,077
Weight elements, such as GRPs, wearout &
13% continuity/flighting of airing Windows Media Player 34,228
Skype 22,712
Internet Browsers
Apple iTunes 21,991 Instant Messengers
Research from comScore ARS demonstrates that fifty-two Yahoo! Messenger 17,966 Productivity
percent of market share movement is attributable to the quality of Microsoft Office PowerPoint 16,963 Multimedia
creative*, making creative the number one driver of sales change.
It is 4 times as important as key media planning variables, like GRP’s, Internet browsers dominate the top applications by Internet users
wearout and continuity of airing. Said differently, a media buy can be worldwide, when ranked by minutes of engagement.
made 4 times more powerful with good creative.
What is startling is how much more PC engagement occurs within the
browser versus the traditional productivity and multimedia applications.
*Quality of creative is based on ARS Persuasion Score, which measures changes in Of note is the presence of Tencent’s QQ IM in the top applications,
consumer preference through a simulated purchase exercise with and without exposure reflecting the growth and sheer size of the Asian Internet population.
to the creative. It is the most documented and independently certified predictive measure
of advertising in the world.
Source: comScore ARS Global Validation Summary Source: comScore Technology Solutions

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Continued from previous page.
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