Hong Kong Internet Users Spend Twice as Much Time on Instant Messengers as Counterparts in Asia-Pacific Region

Comscore Releases First Public Report on Internet Usage in Hong Kong Showing Yahoo! Sites as Most Visited Web Destination

Hong Kong, October 14, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its first report on Web usage in Hong Kong. The report provided an overview of the most visited properties in Hong Kong and what activities captured the largest share of visitors’ time online. Yahoo! Sites reigned as the most visited Web property in August, while Instant Messenger sites captured the largest share of visitors’ minutes, accounting for nearly 16 percent of time spent online in Hong Kong.

“An average Hong Kong Internet user spends more than 25 hours online per month, making it one of the most engaged Internet markets globally,” said Will Hodgman, Comscore executive vice president for the Asia-Pacific region.”Although Hong Kong is a smaller Internet market in Asia, its highly engaged and affluent audience makes it especially valuable to advertisers and publishers.”

Instant Messengers, Entertainment and Social Networking Top Online Activities in Hong Kong

Online communications, entertainment and social networking occupied the highest share of Hong Kong Internet users’ attention in August. Instant Messengers accounted for the highest share of minutes spent online at 16 percent, or approximately twice the share of time spent among the Asia-Pacific region as a whole. Internet users in Hong Kong also spent nearly 11 percent of their online time on Entertainment sites, led by YouTube.com and TVB.com, while Social Networking sites captured almost 8 percent of their time, led by Facebook.com. Hong Kong’s lively business and finance-focused economy resulted in Internet users spending close to 5 percent of their time on business / finance sites, more than double the region’s share of time in the category.

Top Content Categories by Percent Share of Total Minutes
August 2009
Total Hong Kong Internet Audience*, Age 15+ - Home & Work Locations
Source: Comscore World Metrix
Content Category % Share of Minutes in Hong Kong % Share of Minutes in Asia Pacific



Instant Messengers 15.9% 8.3% 192
Entertainment 10.7% 10.4% 103
Social Networking 7.7% 8.2% 94
Games 5.4% 3.5% 154
Business/Finance 4.6% 1.9% 242
e-mail 4.3% 4.2% 102
Search/Navigation 2.7% 4.4% 61
News/Information 2.0% 2.8% 71
Technology 1.9% 0.7% 271
Other 44.8% 55.6% N/A

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
**Composition Index = % of minutes in Hong Kong/% of minutes for total Asia Pacific x 100; Index of 100 represents parity

Yahoo! Sites Ranks as Top Online Destination in Hong Kong

In August, nearly 4 million people in Hong Kong age 15+ accessed the Internet from their home or work computers. Yahoo! Sites ranked as the most visited Internet property with 3.1 million visitors, reaching 80 percent of the online population in Hong Kong. Microsoft Sites ranked second with 2.6 million visitors, followed by Google Sites with 2.5 million visitors and Facebook.com with 2.1 million visitors.

Community forum site Discuss.com.hk was the most visited local site with 1.5 million visitors, followed by Uwants Sites with 1.4 million visitors. TV Broadcaster Television Broadcasts Limited, which includes TVB.com, ranked as the 8th most visited site with 1.1 million visitors, while PCCW IMS Limited ranked 11th reaching 20 percent of Hong Kong’s Internet population.

Top Properties in Hong Kong by Unique Visitors
August 2009
Total Hong Kong Internet Audience*, Age 15+ - Home & Work Locations
Source: Comscore World Metrix
  Total Unique Visitors (000) % Reach
Total Internet : Total Audience 3,921 100.0
Yahoo! Sites 3,137 80.0
Microsoft Sites 2,602 66.4
Google Sites 2,535 64.6
Facebook.com 2,094 53.4
Discuss.com.hk 1,493 38.1
Uwants Sites 1,441 36.8
SINA Corporation 1,114 28.4
Television Broadcasts Limited 1,107 28.2
Wikimedia Foundation Sites 871 22.2
XANGA.COM 785 20.0
PCCW IMS Limited 783 20.0
Baidu.com Inc. 751 19.2
HSBC 740 18.9
Apple Inc. 720 18.4
Next Media Interactive Ltd. 686 17.5
HKJC.COM 653 16.7
ON.CC 640 16.3
TENCENT Inc. 542 13.8
Xunlei Networking 520 13.3

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

About Comscore

Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Sarah Radwanick
Director, Regional Product Marketing
Comscore, Inc.
+44 (0) 20 7099 1784