Comscore Expands Segmentation Capabilities in Malaysia to include Geographic Region-Based Reporting
Kuala Lumpur, Malaysia, October 7, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the availability of geographic region-based reporting in Malaysia, further enhancing Comscore’s segmentation capabilities within the market. The new regional reporting gives advertisers, publishers and agencies increased insight into Internet usage across six regions within the country including the Central, Southern, East Coast, Northern, Sabah and Sarawak regions.
“The ability to segment Internet users by geographic region provides an additional level of audience granularity for the industry,” said Joe Nguyen, Comscore vice president for Southeast Asia. “Often regions within Malaysia vary dramatically in their demographic composition and online behaviors, including content consumption and brand loyalty, making regional audience metrics an important part of media planners’ toolkits.”
Visitors from the Central Region Account for More than Half of Time Spent Online in Malaysia
August data revealed that the Central region, which consists of Negeri Sembilan, Selangor and Kuala Lumpur, led as the most dominant region for online usage, accounting for 54.4 percent of the total Internet audience, 51.3 percent of pages consumed and 52.6 percent of minutes spent online in the country. Visitors in the Northern region -- which includes Kedah, Perak, Perlis and Pulau Pinang -- accounted for nearly 15 percent of visitors and more than 16 percent of total pages consumed and minutes spent. The Northern region was also home to the most-engaged users in August, with an average visitor from this region spending 16.6 hours online during the month and consuming an average of 1,392 pages.
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Online Behaviors Vary by Region
An analysis of select online site content categories in Malaysia found that visitor trends varied considerably by region. Online users in the Sabah region were 28 percent more likely to visit a Travel site than an average Malaysian Internet user, while visitors in the Sarawak region were 48 percent more likely to frequent a Gambling site. Online users from the East Coast region were most likely to visit the Newspapers category (index of 122), while Southern region visitors were 12 percent more likely to frequent online Personals sites. Social Networking and Retail demonstrated more balanced visitation with an index near 100 across all regions.
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.**Composition Index = % Composition of Visitors to Category / % Composition of Total Malaysian Internet Audience X 100; Index of 100 indicates average representation.
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