The State of Social Networks in Vietnam

Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | email jnguyen@comscore.com

Social Network: The Open Platform Conference

New World Hotel, Ho Chi Minh City, 27 August 2011

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Actual/Min Persons Under Measurement (PUM) – June, 2011

Region Country Persons Under Measurement

South East Asia Malaysia 142,287

South East Asia Singapore 48,379

South East Asia Philippines 159,719

South East Asia Vietnam 113,089

South East Asia Indonesia 264,277

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The State of the Internet

In South East Asia & Vietnam

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505.7

336.4

198.4

85.2 96.6

534.0

361.7

204.0

112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

Asia Continues Audience Growth

Growth is flat in North America, European

growth mostly driven by Russia

30 million new Internet users were added

in the Asia Pacific Region over the past

year

High percentage growth continues in

MidEast/Africa and Latin America December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010

Dec 2009

Worldwide Online Population

(Millions)

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2009 and December 2010

1,222 1,324

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Hong Kong and Singapore skew older even than the global average; Malaysia,

Indonesia, Vietnam and the Philippines have significantly younger audiences

Emerging Internet Markets in Southeast Asia Skew Very Young

Composition of Internet Audience 15+

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2010

27%

37%

40%

38%

40%

19%

21%

26%

26%

32%

33%

30%

22%

24%

22%

22%

17%

15%

20%

25%

27%

14%

9%

7%

9%

8%

23%

19%

11%

6%

6%

12%

9%

WW

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

15-24 25-34 35-44 45-54 55+

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15-34 Year Olds Spend More Time Online; Difference Varies by Country

In each country, 15-34 year olds spend more time online on average

Young people in Hong Kong and Singapore spend proportionally much more

time online than older web users there; young web users in Indonesia spend

almost the same amount of time online as their elders

16.8 14.8

24.4

17.1

31.0

25.4

15.0 14.6

20.1

15.8

22.4 19.7

Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

Age 15-34

Age 35+

Average Hours Spent Online

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2010

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Strong Social Network Penetration in the Region

Growth in Reach: Social Networks

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

68%81%

89%

49%

90%

68%81%

70%

91% 90%

66%

95%

76% 82%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 Reach 2010 Reach

+4%

+13% +1%

+35%

+6%+11% +1%

Vietnam shows the highest year over year growth in reach, but penetration there

is still much lower than in other countries in the region

Philippines, Malaysia, and Indonesia have highest reach, driven almost

exclusively by Facebook

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Social Networking spurs Photos Category Growth

in Vietnam, Malaysia, Philippines

Sharing photos is becoming a key component of the Social Networking

experience. The high growth in this category in almost every country is being

driven by Facebook Photos

Ubiquity of digital cameras and cell phone cameras, coupled with large youth

populations, also contribute to growth in this category

68%81% 89%

49%

90%

68%81%

70%91% 90%

66%

95%76% 82%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 Reach 2010 Reach

+24%

+47%+16%

+73%

+46%+23% +17%

Growth in Reach: Photo Sites

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

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63% 65%56%

49%

66% 61%72%

67%72%

55%67%

73% 72%77%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 Reach 2010 Reach

+6% +11%

-1%

+36% +11% +17% 7%

A Clear Appetite for Multimedia in Southeast Asia

With the exception of Indonesia, visiting to Multimedia sites from these countries

outpace the global average

Even in countries where high-bandwidth connections are less common, e.g. the

Philippines and Vietnam, there is clearly high demand for multimedia content

Growth in Reach: Multimedia Sites

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

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Instant Messengers, News are Key Categories in Vietnam

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix (Panel Only), December 2010

Key Categories

Reach in Vietnam vs WW Average

Index: 129

103

154

108

117

85

91

93

91

102

Index: 128

100

143

136

109

89

83

81

91

88

91%

90%

72%

72%

69%

67%

67%

66%

66%

60%

85%

60%

58%

35%

64%

68%

67%

63%

70%

53%

Search/Navigation

News/Information

Community

Instant Messengers

Retail

Directories/Resources

Multimedia

e-mail

Social Networking

Technology

57%

57%

56%

45%

37%

37%

35%

35%

28%

23%

57%

50%

51%

53%

46%

29%

32%

31%

24%

33%

Downloads

Blogs

Games

Photos

Business/Finance

Education

Sports

Auctions

Automotive

TV

Vietnam

Worldwide

100

113

109

86

82

128

112

113

119

70

Index: 107

149

124

206

108

97

100

105

94

112

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Top Web Properties in Vietnam

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Key Measures Vietnam, July 2011 102

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And Social Networks in the Region?

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Philippines is the Top Facebook Market In the World

The Philippines, Malaysia

and Indonesia are among

the top 15 countries with the

highest Facebook

penetration

Though Photo and IM usage

is also above average in the

Philippines, FB is the most

common touchpoint for web

users there: FB is the #1 site

there, and average usage is

7 hours per user

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, January 2011

Facebook.com Top 15 Markets by % Reach

93.7

90.7

90.2

89.5

88.4

88.3

87.8

87.4

86.9

86.7

83.4

82.6

81.4

81.4

81.2

Philippines

Turkey

Israel

Chile

Malaysia

Argentina

Venezuela

Indonesia

Canada

Colombia

Peru

Mexico

United Kingdom

Puerto Rico

Finland

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Indonesia and Singapore are Among Top Twitter Markets

21 percent of Indonesian web users visited Twitter.com in January, making it the

#4 site in terms of Twitter reach

26.0

23.4

22.0

21.0

19.4

15.1

14.0

13.8

13.6

13.6

13.1

13.0

12.5

12.5

10.7

Netherlands

Brazil

Japan

Indonesia

Venezuela

Canada

United Kingdom

Philippines

Singapore

Turkey

Chile

United States

Argentina

Mexico

Colombia

Twitter Top 15 Markets by % Reach

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, January 2011

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So What Does Vietnam’s Social Scene Look Like

Today?

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Social Networking Sites Continue to Grow in Vietnam

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Segment Metrix Vietnam, July 2011

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Top Categories Visited by Vietnamese

102 Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Key Measures Vietnam, July 2011

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Social Networking Sites Continue to Grow in Vietnam

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Key Measures Vietnam, July 2011

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Non-Vietnamese Social Networks are still hanging on

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Media Trend Vietnam, July 2011

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Social Media Users Tend to be Young

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Demographic Vietnam, July 2011

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Zing Me’s Users Tend to be Young

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Demographic Vietnam, July 2011

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Facebook’s Users Tend to be Young

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Demographic Vietnam, July 2011

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What Do These Young Social Networks Tend To Do Online?

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix Cross Visiting Vietnam, July 2011

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In Summary…

1) Internet users continues to grow in Vietnam, and

News/Information, Search, Instant Messenger, and

Social Networks usage are higher than the WW

average

2) Social Media has been growing rapidly in Vietnam

with Zing Me reaching over half of the SN users

3) Social Media Users in Vietnam tend to be younger

15-24 year olds, and they are “aspirational”.

Thank You!

The State of Social Networks in Vietnam

Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | email jnguyen@comscore.com

Social Network: The Open Platform Conference

New World Hotel, Ho Chi Minh City, 27 August 2011