1. The State of Social Networks in Vietnam
Social Network: The Open Platform Conference
New World Hotel, Ho Chi Minh City, 27 August 2011
Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email jnguyen@comscore.com

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6. Actual/Min Persons Under Measurement (PUM) – June, 2011
Persons Under
Region Country
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
© comScore, Inc. Proprietary and Confidential. 6

7. The State of the Internet
In South East Asia & Vietnam
© comScore, Inc. Proprietary and Confidential. 7

8. Asia Continues Audience Growth
 Growth is flat in North America, European Worldwide Online Population
(Millions)
growth mostly driven by Russia
+8%
 30 million new Internet users were added
1,324
in the Asia Pacific Region over the past 1,222
year
 High percentage growth continues in
MidEast/Africa and Latin America December 2009 December 2010
+6% Dec 2009
534.0 Dec 2010
505.7
+8%
336.4 361.7 +3%
+32% +15%
198.4 204.0
85.2 112.5 96.6 111.4
Asia Pacific Europe North America Middle East - Latin America
Africa
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 8
Source: comScore Media Metrix, December 2009 and December 2010

9. Emerging Internet Markets in Southeast Asia Skew Very Young
 Hong Kong and Singapore skew older even than the global average; Malaysia,
Indonesia, Vietnam and the Philippines have significantly younger audiences
Composition of Internet Audience 15+
WW 27% 26% 22% 14% 11%
Malaysia 37% 26% 22% 9% 6%
Indonesia 40% 32% 17% 7%
Vietnam 38% 33% 15% 9% 6%
Philippines 40% 30% 20% 8%
Hong Kong 19% 22% 25% 23% 12%
Singapore 21% 24% 27% 19% 9%
15-24 25-34 35-44 45-54 55+
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 9
Source: comScore Media Metrix, December 2010

10. 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
Average Hours Spent Online
31.0
24.4 25.4
22.4
20.1 19.7
16.8 17.1
15.0 14.8 14.6 15.8 Age 15-34
Age 35+
Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 10
Source: comScore Media Metrix, December 2010

11. Strong Social Network Penetration in the Region
 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
Growth in Reach: Social Networks
+13% +6%
+1% +11% +1%
+4% 91% 89% 90% +35% 90% 95%
81% 81% 82%
68% 70% 66% 68% 76%
49%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 11
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

12. 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
Growth in Reach: Photo Sites
+47% +46%
+16% +23% +17%
+24%
91% 89% 90% +73% 90% 95% 81% 82%
81%
68% 70% 66% 68% 76%
49%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 12
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

13. 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
+11% +17% 7%
+6% +11% +36%
72% -1% 73% 72% 72% 77%
63% 67% 65% 67% 66% 61%
56% 55%
49%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 13
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

14. Instant Messengers, News are Key Categories in Vietnam
Key Categories
Reach in Vietnam vs WW Average
91% 57%
Search/Navigation Index: 107
Index: 128 Downloads 100
85% 57%
90% 57%
News/Information 100
149 Blogs 113
Index: 129 60% 50%
72% 56%
Community 124
143
103
Games 109
58% 51%
72% 45%
Instant Messengers 206
136
154 Photos 86
35% 53%
69% 37%
Retail 108
109
108
Business/Finance 82
64% 46%
67% 37%
97
89 Education 128
Directories/Resources 117 68% 29%
67% 35%
Multimedia 100
83 Sports 112
85 67% 32%
66% 35%
e-mail 81
105 Auctions 113
91 63% 31%
66% 28%
Social Networking 94
91 Automotive 119
93 70% 24%
Vietnam
60% 23%
Technology 112
88 TV 70
91 53% 33% Worldwide
102 Internet Audience 15+ accessing Internet from Home or Work
© comScore, Inc. Proprietary and Confidential. 14
Source: comScore Media Metrix (Panel Only), December 2010

15. Top Web Properties in Vietnam
102 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix Key Measures Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 15

16. And Social Networks in the Region?
© comScore, Inc. Proprietary and Confidential. 16

17. Philippines is the Top Facebook Market In the World
Facebook.com Top 15 Markets by % Reach
Philippines 93.7
 The Philippines, Malaysia Turkey 90.7
and Indonesia are among Israel 90.2
the top 15 countries with the Chile 89.5
highest Facebook Malaysia 88.4
penetration Argentina 88.3
Venezuela 87.8
 Though Photo and IM usage Indonesia 87.4
is also above average in the Canada 86.9
Philippines, FB is the most Colombia 86.7
common touchpoint for web Peru 83.4
users there: FB is the #1 site Mexico 82.6
there, and average usage is United Kingdom 81.4
7 hours per user Puerto Rico 81.4
Finland 81.2
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 17
Source: comScore Media Metrix, January 2011

18. 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
Twitter Top 15 Markets by % Reach
Netherlands 26.0
Brazil 23.4
Japan 22.0
Indonesia 21.0
Venezuela 19.4
Canada 15.1
United Kingdom 14.0
Philippines 13.8
Singapore 13.6
Turkey 13.6
Chile 13.1
United States 13.0
Argentina 12.5
Mexico 12.5
Colombia 10.7
Internet Audience 15+ accessing InternetInc. Proprietary and Confidential.
© comScore, from Home or Work 18
Source: comScore Media Metrix, January 2011

19. So What Does Vietnam’s Social Scene Look Like
Today?
© comScore, Inc. Proprietary and Confidential. 19

20. Social Networking Sites Continue to Grow in Vietnam
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Segment Metrix Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 20

21. Top Categories Visited by Vietnamese
102 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix Key Measures Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 21

22. 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 © comScore, Inc. Proprietary and Confidential. 22

23. 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 © comScore, Inc. Proprietary and Confidential. 23

24. Social Media Users Tend to be Young
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix Demographic Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 24

25. 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 © comScore, Inc. Proprietary and Confidential. 25

26. Facebook’s Users Tend to be Young
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix Demographic Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 26

27. 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 © comScore, Inc. Proprietary and Confidential. 27

28. 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!
© comScore, Inc. Proprietary and Confidential. 28

29. The State of Social Networks in Vietnam
Social Network: The Open Platform Conference
New World Hotel, Ho Chi Minh City, 27 August 2011
Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email jnguyen@comscore.com