1. Presented by: Josh Chasin Chief Research Officer, comScore
May 16, 2008
March 2008

2. Data Sourced From comScore’s Global Panel of 2MM Internet Users Worldwide
A Global Measurement of Audience and e-Commerce
32 Individually Reported Countries
172 Countries with Sample Presence
360° View of Consumer Behavior
Media
Exposure
Online Transactions
Search
Behavior
Demographics
Life Stages
Streaming
Video
Web Visiting and Viewing
Our panel is global in reach
Only panel with presence in 172 countries that enable us to measure Internet usage on a worldwide basis.
Unique service
Only company to offer detailed information from 32 individual countries, which gives us significant growth potential internationally
We collect a comprehensive set of information on these panelists
What is different about the comScore panel:
Passive measurement, not surveys. Real view of behavior.
Tracking over time. What happens when someone is exposed to an ad., if they don’t buy immediately. By tracking them over time we get the total picture.

3. Caveats: Universe for worldwide data is:
Persons 15+
Home and work
Behavior measured from computers
Mobile/cellular Internet access not currently included
Measurement covers Windows but excludes Linux, Mac OS
All Windows browsers

4. Online Population by Geography
The US Now Accounts For Less than 21% of the Worldwide Internet Population
In 1996, two-thirds of the world’s online population was in the U.S.
Online Population by Geography
Rest of the World
Jan-07 to Jan-08
Growth Rate
Non-U.S %
U.S %
Major portal not caring about WW just a few years ago
United States
Source: comScore World Metrix, January 2008

5. 1 Billion 15+ Internet Users by March 2010
Projecting future populations based on current growth rates, there will be 1 billion internet users1 by March 2010
4 out of every 10 will be in Asia, and only 2 out of 10 will be in North America
Projected Online Population Growth1
March 2010 Projected Distribution1
Projected Regional Distribution of Worldwide Online Population,
March 2010
Millions of Internet Users
Measured
Projected
Make sure that we have explained 15+ issue
Different laws, different countries about how old before you can collect info
Least common denominatior
1Internet users 15+ accessing the internet from a Home or Work computer

6. The Internet is Enjoying Much Faster Growth in Emerging Countries
Worldwide growth of 10.4% in 2007, is faster than Europe and North America
There are 77.5 million more Internet users today than this time last year
Current growth is being driven by the Asia Pacific region, with a 13.9% increase on a very large base
Worldwide Online Population
Millions of
Internet Users
+10.4%
Jan 2007
Jan 2008
Online Populations by Region
Millions of Internet Users
Potential for monetization is great given where growth is
Davos: “half the world is improving economically; interesting trend (India, China, Russia (income in Russia grown by 6X since 2000)
US not the first to adopt, or the fastest (e.g. cell phones)
Not heaviest in gaming
US no longer harbinger of things to come
A lot of FB, MySp innovations copped from Korea
+13.9%
+6.8%
+5.7%
+16.6%
+20.2%
Source: comScore World Metrix, January 2008

7. Emerging Countries are Fueling Growth
China and India made the biggest percent gains over the past year, with China growing by 13.8% and India growing by 26.8%
Internet Users (Millions) in Asia Pacific Region
January
2007
2008
% Growth
Asia Pacific (Total Region)
271.2
308.8
10.7%
China
86.8
98.7
13.8%
Japan
53.7
54.5
1.6%
South Korea
26.4
25.8
-1.9%
India
21.1
26.8
26.8%
Australia
9.9
10.7
8.3%
Taiwan
9.0
10.3
14.3%
Malaysia
7.3
8.1
11.8%
Hong Kong
3.4
3.7
6.6%
Singapore
2.2
2.3
5.7%
New Zealand
1.9
2.1
CINNIC estimates 210 MM total Internet users* in China as of Dec 2007, up from 137 MM a year earlier. The increase of 73MM is approximately twice the size of the online population in France!
* including ages 6+ and people accessing the Internet from \ shared computers and Internet cafes
Why S Korea not growing?
--Might be migration to cell
--Might be % under 15
Our number a lot lower than CINNIC driven by different pop, and way they ask question (last 6 months)
Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, January 2008

8. The Global Audience is Vital to Top Properties
Though they are all based in the United States, the Top 10 Global properties source the majority of their audience from outside the U.S.
Top sites’ ability to develop or acquire local channels is crucial to international growth
Top in-language sites in China, Japan, and Korea have opportunity to grow outside their home markets
Worldwide Top 10 Properties
Total WW
Unique
Visitors (MM)
U.S.
Audience
Non-U.S. Audience
80%
597.2
80%
545.6
75%
495.3
71%
249.3
60%
247.9
9 out of the top 10 Global properties source the majority of their audience from outside the U.S.
US growth harder to come by
79%
242.6
67%
166.0
53%
160.6
69%
140.3
125.6
74%
Source: comScore World Metrix, January 2008

9. English No Longer Lingua Franca of the Web
Distribution of Pages Viewed by Language
Internet no longer US-centric or even English-centric

10. Dominant Local Players in Their Home Markets
China
Russia
Total WW
Unique
Visitors (MM)
Total WW
Unique
Visitors (MM)
In-country
Audience
In-country
Audience
87%
70.6
48%
21.3
14.2
85%
70.0
56%
82%
61.0
59%
13.4
Japan
South Korea
Speaks to localization of entities
No matter where you are located, you are an international player
Next slide… ask wha5t is most “engaged” country in world?
Total WW
Unique
Visitors (MM)
In-country
Audience
In-country
Audience
Total WW
Unique
Visitors (MM)
51.9
81%
62%
31.2
83%
36.2
80%
20.9
75%
31.9
83%
15.2

11. Internet Users Around the Globe
China now has the second-largest presence on the internet, but per-visitor usage is below the worldwide average
The heaviest internet users can be found in Canada, the U.K., and Israel
Most Internet Users by Country
Heaviest Internet Users
Millions of Internet Users*
Hours per Internet User per Month
WW average = 26.0
Canada is the most engaged country in the world. There are several possibilities/reasons that are generally cited:
Very high penetration of broadband….Canadian usage is greater that 90% of pages and time done by high speed. Drives ease of usage and ability to download, stream etc
Canadians have been strong adopters of technology over the years starting with cable tv in the 70’s, debit cards and other digital services
There are several categories that Canadians are very interested in: News and Information and Entertainment for example that drive time spent
Canadians have embraced the idea of online “shopping” for information even if they are not necessarily buying online
The low cost of access in Canada via cable or the phone companies (who are very competitive) has made it easy to afford broadband and have the best service of access.
Five major and some 70 smaller Internet service providers (ISPs) serve the Israeli market for Internet access.
Top 2 Isr categories: IM; religion
*Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, January 2008

12. How the World Uses the Internet
Worldwide Online Category Growth vs. Penetration
WW Visitor Growth = 10.4%
All about the build… left of line = slow growth, left of 0 = declining.
Source: comScore World Metrix, January 2008

13. Internet Users Spend Most of Their Time Online on Communications, Social Connections, and Entertainment
Worldwide Share of Online Time
Regional Comparison of Time Spent
Index to Worldwide Share of Total Online Minutes
Communications
All Other
Communications
Social Connections
Asia Pacific
Asia Pacific
Social
Connections
North America
North America
Work,
Business & Education
Europe
Europe
Shopping & Travel
Latin America
Latin America
Entertainment & Leisure
Middle East
Middle East
22% + 16% of time are on comm or SN; driven by non-US. (US uses for work, retail etc.)
Emerging economies have adapted quickly to SN, communication
Russia: a lot of gaming
Work, Business & Education
Entertainment & Leisure
Shopping & Travel
Asia Pacific
Asia Pacific
Asia Pacific
Communications: , Instant Messengers
Social Connections: Social Networking Sites, Blogs, Discussion/Chat, Community Sites
Shopping & Travel: Retail, Travel, Auctions, Automotive & Real Estate
Entertainment & Leisure: Entertainment, including Multimedia & Streaming, Online Games and Gaming, Sports, Hobbies & Lifestyle
Work, Business & Education: News & Information, Business & Finance, Education, Career Services & Development, Government
North America
North America
North America
Europe
Europe
Europe
Latin America
Latin America
Latin America
Middle East
Middle East
Middle East

14. A World View of Search
U.S. (21%) and China (10%) continue to lead in total Search volume
Searches on Google account for an overwhelming majority of Worldwide searches
Searches by Country
Total Searches (MM)
Search volume and the absolute size of the searcher population are second largest in the world, but penetration is actually below average in China – which means that the market still has tremendous short-term upside
China and the U.S., the top 2 players in online search activity, actually have the fewest searches per searcher, even lower than the worldwide average
Baidu is having success in gaining penetration in the search market, but they are not yet able to generate high repeat activity
Source: comScore World Metrix

15. Google Share of Search in Selected Markets
Google Trails Where Local Language is Very Dominant and There is a Strong Local Challenger
Google Share of Search in Selected Markets
In many countries, particularly in Europe and Latin America, Google takes the lion’s share of search activity
But in certain markets, it’s apparent that localization is critical
Intuitive locally-focused, in-language results = strong local brand
Local Search Players
Naver: UGC pioneers. Koreans like to be part of the solution

16. Social Networks Are Enjoying Strong Worldwide Growth With Room to Go
Social Networks reach in Latin America recently bypassed North America
Other regions still have to catch up with the reach in the Americas
In the Asia Pacific region, these sites are growing at a rate that is almost 6 times the category’s growth in North America
Social Networking Growth
% Reach
Y/Y Unique Visitor Growth Rates
Worldwide: 58%
Asia-Pacific :119%
North America:19%
Europe: 75%
Latin America: 72%
MidEast-Africa: 145%
Source: comScore World Metrix, January 2007-January 2008

17. WW Growth of Top Social Networking Sites
MySpace Continues to be the Worldwide leader; Facebook Has Driven Most of the Category Growth in 2007
WW Growth of Top Social Networking Sites
Unique Visitors (000)
Source: comScore World Metrix, January 2007-January 2008

18. Most Social Nets Skew Regionally, and Have Significant Opportunities to Grow in Underdeveloped Regions
Global Distribution of Visitors to Top Social Networking Sites
Worldwide Unique Visitors (MM)
MySpace and Facebook’s primary audiences still in North America and the U.K.
Hi5 allows sharing Video and Music and is popular in Latin America, Portugal, Eastern Europe, few Asian Countries
Friendster is Malaysia and Singapore’s #1 Social Network
Perfspot’s audiences are in Japan, India, China, S. Korea
77% of Orkut’s traffic comes from Brazil and India
DADA.Net originated in Italy and spread to Latin America
BEBO’s audience primarily from the U.K.; still second to Facebook
Skyrock’s users predominantly in France
IMEEM primarily in U.S. but has a large following across many Asian countries
109.3
100.7
38.3
34.1
28.9
28.9
Friendster in Philippines
24.8
22.4
21.8
17.8
Source: comScore World Metrix, January 2008

19. Online Video is Growing Strongly But Has a Lot of Room to Go
Number of US Video Streamers
138 MM
% Of Internet Users who Downloaded at least one Video
76%
Total # of Downloaded Videos (MM)
9,800 MM
Growth in Video Downloads in Jan 08, Y/Y
36%
Average # of Videos per User per Month 70
Viewing Time per Viewer
3hrs, 26 min
Value Drivers of Online Video Advertising
Reach of elusive audiences
Better engagement
Scarcity. Online Video today can deliver no more than 2% of ad impressions delivered by TV
However, monetization is still a big challenge:
User experience
Rights for UGC (User Generated Content)
Need to cop to lack of VMX
Source: comScore Video Metrix, January 2008, U.S. Only

20. YouTube Is the Leader in Online Video
Youtube has emerged as the worldwide leader in Entertainment, attracting million visitors worldwide in January 2008, who spent an average of 1.6 hours on the site
YOUTUBE.COM UV Growth by Region
Millions of Internet Users
Jan 2007
Jan 2008
+48%
+96%
+43%
+43%
+87%
+94%
+81%
+137%
Consumers in more developed markets are already using their broadband connections to turn to the web for streaming video and other types of entertainment.
Almost three-fourths of all U.S. Internet users now stream some type of content through their computers. This represents significant growth, driven by the availability of high-speed connections and the prevalence of video-based content. With many new users bypassing outmoded dial-up connectivity and subscribing directly to high-bandwidth services, the market for streaming video and other types of online entertainment will only continue to increase.
Significantly, because this activity is not just the purview of college students and teens (49% of streamers fall into the 25 to 49 year old age bracket), streaming and video content provides a broad opportunity to reach a wide, extremely engaged audience.
Americans spent an average of 1.8 hours watching 41 videos apiece on YouTube. Videos shown on YouTube accounted for a third of all videos watched online in the United States in January 2008
Source: comScore World Metrix, January 2008

21. Ad Nets Have Attained Substantial Overall Reach, Sometimes Very Fast
Ad Net development continues driven largely by publishers – particularly small ones – benefiting from ease of monetizing inventory, and advertisers benefiting from scale, scope / targeting abilities, cost efficiencies
Ad Network Reach
Reach of U.S.
Internet Audience
Millions of
Internet Users
166.8
155.8
143.2
142.3
137.5
131.8
121.9
102.1
Ad Net development continues driven largely by:
Publishers, particularly small ones, benefiting from ease of monetizing inventory
Advertisers benefiting from scale, scope / targeting abilities, cost efficiencies
Attracting the attention of the large portals, as highlighted by recent acquisitions:
AOL: Tacoda + Advertising.com = Platform-A
MSN: aQuantive
Yahoo!: Blue Lithium, Right Media
Source: comScore Media Metrix, January 2008

22. % of Page Views Viewed by Bottom 50% of Site Users
Top Sites Deliver Far Less Than Their Nominal Reach and Need Ad Networks to Expand Effective Reach
At Least Half of Top Sites Audiences Are Hard to Reach by a Typical Campaign
Reach of U.S.
Internet Audience
Bottom 50% of Viewers for Each Site
% of Total Page Views
% of Page Views Viewed by Bottom 50% of Site Users
Average PVs per Light User (bottom 50%)
10.3
14.7
7.3
6.6
Source: comScore Networks Custom Analysis, December 2007

23. The Web Already Delivers More Advertising Than TV in The Biggest TV Market!
Monthly GRP’s
Monthly Impressions Per Person
2.2 x

24. Mobile Web Market Size and Spending
797.6 million mobile phone subscriptions, or roughly 25% of all mobile subscriptions, will include web browsing
Better devices, speed, and pricing of wireless data subscriptions will dramatically increase users and usage intensity
Wireless has the potential to become the dominant form of access in the developing world
Monetization, still in its infancy, is likely to be very different from PC web
US Mobile Advertising Spending
Projected Mobile Ad Spending in the U.S., in Millions
Announcing major mobile initiative 2nd half year
Research firm Gartner predicts that worldwide mobile advertising revenue will grow from less than $1 billion last year to $11 billion in 2011.
Telephia: There were 34.6 US mobile web users as of June, 2006
Mobile phone users in the UK accessed the internet via their handsets about 15.9 million times throughout December 2006, according to a report from the Mobile Data Association. Nick Lane, principal analyst at Informa Telecoms and Media, underlined the importance of user education. "The continued advancement of handsets means people are beginning to spend more time familiarising themselves with new services," most common of which are news, sport and weather updates Mr Lane said. He said that by the end of 2007, million mobile phone subscriptions worldwide, or roughly 25%, will include web browsing.
Source: eMarketer, January 2007

25. Mobile Devices Will Quickly Account for a Substantial Percentage of Time Spent Online
Time Spent Online per Month for Japanese Web Users
Category Penetration Among Japanese Mobile Web Users
30% of mobile web users said they check their on their mobiles multiple times a day. The lightest users (those who check on their mobile less than once a week) make up 39% of mobile web users.
Source: comScore Media Metrix Japan and
comScore Mobile Web Metrix, June 2007

26. Summary of Key Findings
Since 1996, the proportions have shifted: in 96, two-thirds of the world’s online population was in the United States; now, the U.S. accounts for only 21% of worldwide users
Asia Pacific will be the Internet’s dominant regional audience and will be critical in the global Internet competition
Serving content in local languages is critical for success on the web
China and South Korea are already seeing local providers give U.S. sites a run for their money – language may be part of the challenge, but also cultural preferences
Broadband is driving faster usage growth outside the U.S. New adopters, particularly in emerging countries, are bypassing outmoded narrowband connections and going straight to high bandwidth
Broadband facilitates multimedia and online entertainment, and those two categories will only continue to grow as the world online population grows - Witness Youtube
Communication tools, and IM, are still the killer category of usage in all regions, followed by Social Connections and Multimedia Entertainment
Travel and E-commerce are virtually non-existent outside of the developed world. Growth will take off once the proper infrastructure is developed, primarily in Asia Pacific
Portals and vertical content categories, such as finance, health, autos, etc… enjoy moderate growth rates in the mid-teens

27. Summary of Key Findings
Social Networking sites have significant growth left if they can break out of regional strongholds
Google is overwhelmingly dominant in search except in Greater China, Korea, Japan, and Russia
Ad Networks are necessary for large players to expand the depth of their effective reach and will be increasingly gaining momentum, somewhat at the expense of branded sites
The Ad Network consolidation race will soon turn global given the size of international audiences that could be aggregated.
The web already delivers 40% more advertising GRPs than TV in the US, and more than twice as many ad impressions per user
Online Video is growing fast, but still faces significant challenges of scale and monetization
The Mobile Web is coming and will be a substantial source of usage with high speed access and friendlier devices. It is possible for it to eclipse the PC based web outside the United States