COMSCORE FINDS OUT THE INTERNET CONSUMPTION RATE IN ASIA-PACIFIC.
It was in July this year, that comScore announced the pattern of internet consumption in Asia-pacific. This was done through a survey conducted by them and over 200 million people in this region participated. The verdict of the survey was that people in Asia-pacific surfed less net, compared to the rest of the world. It surely is bad news for region specific advertisers, who do e-business. This is how the survey was conducted…
comScore scrutinized consumer habits over a period of 30 days. It was completely statistics driven and intense. They collected the consumer data and bifurcated them according to their age groups, the number of days and hours they surf everyday, in a month. The countries who participated in this survey were: India, China, Hong Kong, Japan, Singapore, South Korea, Taiwan, Malaysia, Australia and New Zealand.
What comScore found out was that over 284 million internet users were below 15 years of age. This makes it 10% of entire Asia-pacific population, under 15. An average person surfs 20.2 hours of internet in 13.8 days in a month. The pages viewed by an individual, is 2,171. These numbers were then compared to the worldwide web usage which was 25.2 hours of internet in 17.1 days of a month. The total numbers of pages viewed were 2,519 by an individual. The survey does not stop at that. comScore has ranked all the experimented Asia-pacific countries, according to their internet usage from highest to lowest. On a general percentile, South Korea seems to be leading by 65%. Australia follows close at 62%. New Zealand is a perfect 60% and Hong Kong is 59%. Japan is 49%. China though is at 91.5%; still the penetration of internet in the population is 9%. This is because fewer people in China use internet on a vast basis to connect to the world. India has ranked the lowest at 3%, as the access in its people and the amount of time spent online was lowest compared to other countries.
Bob Ivins, executive VP of comScore believes that this survey was very important, as it gave a valuable insight on the consumer habits of Asia-pacific. Being a vast geographical region, there is a tremendous market potential in it. He also admits that there is a marked growth in the internet usage in all these countries. Having more people online in the future, can capsulate the entire marketing business on the internet. Internet consumption is very fluctuating, and everyone will agree to this statement. What the survey showed though was true, but not static. Every month the same survey will show varying results as many people are likely to be computer literate on a regular basis and many others will wean away from it.
Source: http://www.comscore.com/press/release.asp?press=1520
