E marketer the_global_media_intelligence_report_2012

The Global Media
Intelligence Report
September 2012

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. i
Executive Summary
2011 was another tough year for the global economy, as the eurozone crisis deepened and hopes were
dashed of a swift, sustainable recovery from the difficult period that began in 2007. In 2012, that recovery is
still some distance away. Several leading markets—including the US, the UK and much of Europe—are jittery,
as businesses and consumers deal with unwelcome financial realities. Meanwhile, lower spending in the
developed world has brought sharp cuts in income for emerging nations that depend heavily on exports.
Amidst this troubled financial landscape, the advertising
industry has proved quietly resilient. Overall, global ad
spending will top $538 billion this year, eMarketer estimates,
up 6.8% compared to 2011. In most countries, total ad
spending is expected to substantially outpace gains in
GDP. Greater increases in Latin America and Asia-Pacific, in
particular, mean that these regions will gradually account for
larger slices of the global pie.
% of total
Total Media Ad Spending Share Worldwide, by Region,
2012 & 2016
Note: includes digital (online and mobile), directories, magazines,
newspapers, outdoor, radio and TV; numbers may not add up to 100% due
to rounding
Source: eMarketer, Sep 2012
145556 www.eMarketer.com
2016
Total=$676.17 billion
2012
Latin
America
6.4%
Eastern
Europe
4.4%
Middle East
& Africa
3.3%
Asia-Paciﬁc
30.1%
North
America
33.3%Western
Europe
22.4%
North
America
30.3%
Asia-Paciﬁc
34.4%Western
Europe
19.5%
Eastern
Europe
4.8%
Middle East
& Africa
3.4%
Latin
America
7.6%
How can advertisers thrive in these challenging times?
As communications platforms proliferate, it’s crucial for
marketers to understand how consumers engage with
traditional and digital media, and how usage varies among
demographic segments. It’s also important to know how
patterns of ad spending are shifting in response to consumer
behavior within regions and around the world. The Global
Media Intelligence report brings together a broad selection
of information enabling advertisers to follow these essential
trends in key markets and assess where and how their dollars
can best be spent.
Globally, several macro-level developments are helping to
shape the marketplace:
■■ Digital advertising is finally becoming a significant force in all
parts of the world. Digital ads (especially those designed for
mobile devices) will remain the fastest-growing category of
ad spending between 2012 and 2016.
■■ Advertisers can increasingly make use of digital options to
refine and amplify the effect of their activity on most traditional
media platforms. For example,TV and out-of-home advertising
have been reinvigorated by the potential for cross-channel
interaction, in real time, with online and mobile marketing.
■■ Many regional variations in usage will not be dispelled
by advances in media penetration. Significant behavioral
gaps will persist, thanks to stark differences in culture and
consumer needs. The media habits of semi-rural residents in
India and Brazil will never mirror those of the cosmopolitan
crowds in San Francisco, Munich or Dubai.
■■ Thanks to high penetration of multiple platforms,
multitasking—the simultaneous use of a mobile phone
or tablet, for instance, while watching TV—is becoming
commonplace in well-established, mature digital markets
such as the US, Western Europe and South Korea, but plays
a smaller part in consumer behavior elsewhere. This has
obvious consequences for media strategists and planners.
For example, in Argentina, Chile and Peru, fewer than
8% of consumers reportedly used the mobile internet in
2011. Advertisers in such markets will likely gain little by
developing mobile sites with exclusive content tied to the
most-viewed TV programs. In the US, by contrast, mobile
sites are a vital part of many broadcasters’ plans to reward
viewers and keep them watching.
■■ Around the globe, females are gradually taking their rightful
place in the online audience. Yet males still tend to dominate
among smartphone and mobile web users. In fact, gender
remains a significant differentiator in digital media usage in
many societies—partly because men are more likely than
women to have higher social status, jobs and disposable
income to spend on internet or mobile access and devices.
Marketers wooing female demographic segments in
emerging markets stand to reap major benefits as advanced

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. ii
Executive Summary
technology becomes more widely available to women. This
will be a key factor in pushing up digital ad spending outside
North America and Western Europe between now and 2016.
% of total
Digital Ad Spending Share Worldwide, by Region,
2012 & 2016
Note: includes advertising that appears on desktop and laptop computers
as well as mobile phones and tablets, and includes all the various formats
of advertising on those platforms; excludes SMS, MMS and P2P
messaging-based advertising; numbers may not add up to 100% due to
rounding
2016
2012
Latin
America
3.4%
Eastern
Europe
4.5%
Middle East
& Africa
0.8%
Asia-
Paciﬁc
26.3%
North
America
38.4%
Western
Europe
26.6%
North
America
34.8%
Asia-
Paciﬁc
30.7%
Western
Europe
23.7%
Eastern
Europe
4.7%
Middle East
& Africa
1.6%
Latin
America
4.4%
Against the background of these global trends, marketers face
different choices and opportunities in each region:
■■ In NorthAmerica,the world’s most advanced advertising market
by many measures,TV is holding its own as the most compelling
media experience for millions of people.At the same time,much
television and video programming is now viewed on smaller
screens,via catch-up services or social networks.Engagement
with digital platforms and alternative forms of content is surging
ahead.Also,the next few years should bring an unprecedented
boom in mobile ad spending.As a result,NorthAmerica will be the
first region to see widespread use of advertising designed across
multiple devices.Mobile will be vital for brands trying to stand out
in this cluttered environment.
■■ In Western Europe, the big story in 2012 has been the crisis
surrounding the euro—a financial storm with consequences
for every business and consumer in the region.Yet the digital
economy has grown robustly.Also,Western Europe boasts
even higher mobile phone penetration than North America.
Mobile can continue to break new ground here, though
sophisticated consumers will likely be more responsive to new
on-the-go services than to mobile advertising per se.
■■ Eastern Europe has suffered from the financial turmoil afflicting
many of its neighbors to the west.The resulting slowdown has
come at a bad time for the advertising sector—and for digital
advertising in particular,which arguably hasn’t yet achieved
critical mass in several countries,including Slovakia,Turkey and
Ukraine.Because penetration of digital platforms (except mobile)
is relatively low,digital advertising is not lifting overall ad budgets
to the extent it is elsewhere.Until the economy improves,many
advertisers will find it hard to justify shifting large proportions of
their ad spending to online or mobile formats.
■■ Economically,LatinAmerica has shone more brightly as
areas such as NorthAmerica andWestern Europe have seen
growth stall.Argentina,Brazil and Peru,for example,are now
demonstrating enviable gains in GDP and coming into their own
in terms of digital user numbers and spending power.Burgeoning
populations and increasing consumer confidence are reinforcing
this trend.Advertisers in several markets in LatinAmerica now
have the chance to hone their skills across a growing range of
old and new media platforms.Social media marketing shows
particular promise,thanks to the popularity of social networking.
■■ On the whole,the Middle East andAfrica (MEA) remains relatively
embryonic in advertising and marketing terms.Total ad spending
in the region will be less than $18 billion in 2012,eMarketer
estimates.This is partly because the majority of MEA countries
register far lower penetration of most media platforms than other
regions.OnlyTV and mobile phones will show consistently high
levels of usage in 2012.Yet venturing into a young,fast-growing
ad industry like that of MEA can provide major payoffs.One is the
chance for savvy brands to seize a first-mover advantage and
make a big splash among early adopters.In addition,advertisers
in many industries,such as consumer goods,retail and utilities,
can capitalize on widespread mobile use by delivering helpful
messages to consumers wherever they are,and making their
products and services more relevant to customers’ daily lives.
■■ Our 2011 Global Media Intelligence Report noted the patchy
nature of media penetration acrossAsia-Pacific.Despite rapid
progress,media usage is still wildly uneven across the region—
and even within individual countries.Internet use,for example,
remains far greater inAustralia,Hong Kong,Japan and South
Korea than among consumers in mainland China and Indonesia.
India registered lower web penetration than any other major
country in the world in 2011.YetAsia-Pacific is still posting
impressive increases in GDP and consumer living standards.For
marketers,this is a win-win situation;digital media is attracting
ever-larger audiences while traditional media retains much of its
power.But advertisers will also need to up their games as regional
consumers become more discriminating.
As advertisers look to 2013, decisions about how and where to
place marketing budgets are increasingly complex, especially
for multinational players. The 2012 Global Media Intelligence
Report aims to help advertisers assess the value of specific
media platforms in major markets and plan confidently for
measurable return on investment.

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. iii
Executive Summary
ASIA-PACIFIC OVERVIEW AP-1
Australia AP-4
China AP-12
Hong Kong AP-19
India AP-22
Indonesia AP-29
Japan AP-36
South Korea AP-41
EASTERN EUROPE OVERVIEW EE-1
Czech Republic EE-4
Estonia EE-7
Latvia EE-10
Poland EE-13
Russia EE-17
Slovakia EE-25
Turkey EE-29
Ukraine EE-33
LATIN AMERICA OVERVIEW LA-1
Argentina LA-3
Brazil LA-10
Chile LA-18
Colombia LA-22
Mexico LA-26
Peru LA-33
Venezuela LA-37
MIDDLE EAST AND AFRICA OVERVIEW MA-1
Egypt MA-4
Kuwait MA-9
Lebanon MA-13
Saudi Arabia MA-17
South Africa MA-21
United Arab Emirates MA-23
NORTH AMERICA OVERVIEW NA-1
Canada NA-4
United States NA-11
WESTERN EUROPE OVERVIEW WE-1
France WE-4
Germany WE-12
Greece WE-20
Italy WE-24
The Netherlands WE-32
Norway WE-36
Portugal WE-39
Spain WE-42
Switzerland WE-49
United Kingdom WE-52
EMARKETER DEFINITIONS ED-1
ENDNOTES ASIA-PACIFIC EAP-1
ENDNOTES EASTERN EUROPE EEE-1
ENDNOTES LATIN AMERICA ELA-1
ENDNOTES MIDDLE EAST AND AFRICA EMA-1
ENDNOTES NORTH AMERICA ENA-1
ENDNOTES WESTERN EUROPE EWE-1
REPORT CONTRIBUTORS
Karin von Abrams Senior Analyst
Emily Adler Copy Editor
Cliff Annicelli Senior Copy Editor
Damian Chadwick Senior Designer
Joanne DiCamillo Senior Production Artist
Stephanie Gehrsitz Production Artist
Dana Hill Director of Production
Natalie Marin-Sharp Researcher
Chris McNinch Senior Chart Data Specialist
Patrick Miller Co-director of Product Development
Nicole Perrin Associate Editorial Director
Hilary Rengert Research Manager
Alison Smith Director of Charts
Haixia Wang Forecasting Director
STARCOM MEDIAVEST GROUP CONTRIBUTORS
Sheila Jacobi Research Manager
Kate Sirkin EVP Global Research

The Global Media Intelligence Report * Excluding Hong Kong. Copyright ©2012 eMarketer, Inc. All rights reserved. iv
Total Media Ad Spending Worldwide 2012 & 2016
Globally, spending on measured media will rise from $538.75 billion in 2012 to $676.17 billion in 2016. But tough
economic realities are mirrored in some regional figures. As Western Europe and North America struggle to regain
momentum, media spending will post low single-digit gains. Other parts of the world will do far better.
CAGR 6.4%
Middle East & Africa
2012 $17.79B
2016 $22.79B
CAGR 8.2%
Eastern Europe
$23.81B
$32.69B2016
2012
CAGR 10.3%
Latin America
$34.65B
$51.33B2016
2012
Western Europe
$120.64B
$131.99B
CAGR 2.3%
2016
2012
North America
$179.47B
$204.58B
CAGR 3.3%
2016
2012
Asia-Pacific
CAGR 9.4%
$162.39B
$232.79B2016
2012
Top 5 Countries’
Share of Total
2012 57.9%
2016 55.3%
Top 10 Countries Ranked by
Total Media Ad Spending (Billions)
2012 2016
1. US $165.96 1. US $189.23
2. Japan 47.75 2. China* 74.22
3. China* 46.34 3. Japan 53.42
4. Germany 27.82 4. Germany 29.44
5. UK 24.21 5. UK 27.65
6. Brazil 18.46 6. Brazil 27.63
7. France 16.49 7. France 17.21
8. Australia 15.03 8. Australia 16.73
9. Canada 13.51 9. Russia 16.09
10. Italy 13.42 10. Canada 15.36
Total Spending
Worldwide (Billions)
2012 $538.75
2016 $676.17
CAGR 5.8%

The Global Media Intelligence Report * Excluding Hong Kong. Copyright ©2012 eMarketer, Inc. All rights reserved. v
Digital Ad Spending Worldwide 2012 & 2016
Digital platforms are revolutionizing the advertising landscape—and driving industry expansion around the world.
Growth is most rapid in the least developed markets: Latin America, and the Middle East and Africa. But the top
five countries, ranked by digital ad spending, will account for over 66% of all spending in 2012.
CAGR 35.4%
2012 $0.84B
2016 $2.81B
CAGR 20.7%
Latin America
$3.62B
$7.68B2016
2012
CAGR 14.9%
Eastern Europe
$4.68B
$8.15B2016
2012
Western Europe
$27.96B
$41.05B
CAGR 10.1%
2016
2012
Asia-Pacific
$27.63B
$53.16B
CAGR 17.8%
2016
2012
North America
CAGR 10.6%
$40.30B
$60.30B2016
2012
Top 5 Countries’
Share of Total
2012 66.1%
2016 61.0%
Digital Ad Spending (Billions)
2012 2016
1. US $37.08 1. US $55.05
2. Japan 9.60 2. China* 16.48
3. UK 8.64 3. Japan 12.55
4. China* 7.36 4. UK 12.19
5. Germany 6.75 5. Germany 9.29
6. Canada 3.22 6. Canada 5.24
7. France 3.19 7. Australia 4.50
8. Australia 3.04 8. France 4.26
9. S. Korea 2.50 9. Brazil 4.13
10. Russia 2.08 10. Indonesia 4.02
Digital Ad Spending
2012 $105.02
2016 $173.15
CAGR 13.3%

The Global Media Intelligence Report * Excluding Hong Kong. Copyright ©2012 eMarketer, Inc. All rights reserved. vi
Western Europe
$1.305B
$6.679B
CAGR 50.4%
2016
2012
Mobile Ad Spending Worldwide 2012 & 2016
Asia-Pacific currently leads the world in mobile ad spending. But the North American market is catching up, and
expanding over twice as fast. Latin America will post the highest growth of all through 2016—nearly 65% annually,
on average. During the next four years, global spending on mobile ads will leap from $6.6 billion to $25.3 billion.
CAGR 47.0%
2012 $0.003B
2016 $0.014B
CAGR 38.9%
Eastern Europe
2012 $0.121B
2016 $0.450B
CAGR 64.7%
Latin America
2012 $0.099B
2016 $0.728B
North America
CAGR 49.2%
$2.494B
$12.359B2016
2012
Top 5 Countries’
Share of Total
2012 81.4%
2016 77.2%
Mobile Ad Spending (Billions)
2012 2016
1. US $2.384 1. US $11.668
2. Japan 1.740 2. UK 3.030
3. UK .558 3. Japan 2.672
4. S. Korea .451 4. Germany 1.393
5. Germany .225 5. China* .780
6. China* .196 6. S. Korea .763
7. France .140 7. Canada .691
8. Italy .113 8. France .626
9. Canada .110 9. Italy .509
10. Australia .073 10. Spain .325
Mobile Ad Spending
2012 $6.583
2016 $25.324
CAGR 40.0%
Asia-Pacific
$2.561B
$5.094B
CAGR 18.8%
2016
2012

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. vii
Ad Spending per Person Worldwide 2012
In 2012, ad spending will average a remarkable $512 for each resident of North America—compared to $292 in
Western Europe. In all other regions, per-person ad
spending will be less than $60. Globally, digital ad
spending will average $46 per web user this year,
while total media ad spending will reach $77 per person.
Digital Ad Spending per
Internet User
SPENDING USERS
Worldwide $46 2,267.3M
1. Australia $196 15.5M
2. UK 185 46.8M
3. US 155 239.0M
4. Canada 122 26.4M
5. Germany 118 57.1M
6. Japan 100 95.9M
7. France 79 40.6M
8. S. Korea 66 37.9M
9. Italy 60 31.4M
10. Spain 50 29.8M
Total Media Spending
per Person
SPENDING POP.
Worldwide $77 7,021.8M
1. Australia $683 22.0M
2. US 525 316.3M
3. Canada 394 34.3M
4. UK 384 63.0M
5. Japan 375 127.4M
6. Germany 342 81.3M
7. France 252 65.4M
8. Italy 219 61.0M
9. S. Korea 191 48.9M
10. Spain 161 47.0M
Internet Users Total Population
Digital Ad Spending/User Media Ad Spend/Person
Eastern Europe
$22 / $56
210.9M / 425.0M
Latin America
$14 / $58
255.2M / 599.0M
Key
Asia-Pacific
3,905.1M1,060.2M
$26 $42
North America
265.4M / 350.6M
$512$152
Western Europe
267.2M / 413.8M
$292$105
208.4M / 1,328.0M
$4 / $13

The Global Media Intelligence Report * Excluding Hong Kong. Copyright ©2012 eMarketer, Inc. All rights reserved. viii
Smartphone Users Worldwide 2012 & 2016
South Korea and Australia registered the world’s highest penetration of smartphones in 2012, and Asia-Pacific
boasted some 480 million smartphone users. But North America had by far the largest regional proportion of its
population using smartphones: 36%. Western Europe ranked second by this measure, with over 25% penetration.
Smartphone User Penetration (% of population)
2012 2016
Worldwide 13.5% Worldwide 30.2%
1. S. Korea 51.0% 1. S. Korea 73.1%
2. Australia 42.1% 2. Japan 72.6%
3. US 36.6% 3. Australia 68.0%
4. Canada 30.6% 4. UK 65.1%
5. UK 30.5% 5. France 58.7%
6. Japan 27.7% 6. US 58.5%
7. France 25.2% 7. Spain 58.3%
8. Italy 24.8% 8. Germany 58.0%
9. Spain 21.8% 9. Italy 56.5%
10. Germany 21.8% 10. Russia 51.7%
Smartphone Users (Millions)
2012 2016
Worldwide 945.8M Worldwide 2,210.0M
1. China* 237.7M 1. China* 510.6M
2. US 115.8M 2. US 192.4M
3. India 75.2M 3. India 177.9M
4. Japan 35.3M 4. Brazil 94.9M
5. Brazil 34.6M 5. Japan 92.0M
6. Russia 25.5M 6. Indonesia 87.4M
7. S. Korea 24.9M 7. Russia 69.9M
8. Indonesia 23.8M 8. Germany 46.8M
9. UK 19.2M 9. Mexico 43.5M
10. Germany 17.7M 10. UK 41.9M
2012 2016 2012 2016
Asia-Pacific
480.0M
USERS
1,094.0M
USERS
12.3%
27.0%
62.8M
USERS
184.1M
USERS
4.7%
12.7%
North America
126.3M
USERS
208.8M
USERS
36.0%
57.4%
Western Europe
104.9M
USERS
250.4M
USERS
25.3%
59.8%
Eastern Europe
81.9M
USERS
223.6M
USERS
19.3%
52.7%
Latin America
90.0M
USERS
248.7M
USERS
15.0%
39.8%

The Global Media
Intelligence Report
Asia-Pacific

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. AP-1
Asia-Pacific
In 2012, most of Asia-Pacific is enjoying robust
economic growth driven by government and
private investment, as well as rising domestic
demand for goods and services. Financial
problems elsewhere—notably in the US and
Europe—have cast a shadow, resulting in smaller
orders from cash-strapped trading partners.
So far, the momentum of development in Asia
has more than compensated for these falling
export volumes. The region is also rich in natural
resources and human capital. The “World
Economic Outlook” prepared by the International
Monetary Fund (IMF) has forecast regional GDP
growth of 6% in 2012 and 6.5% in 2013.
The IMF did warn that several factors could undermine this
positive trajectory. Crucially, it noted, “an escalation of the euro
area crisis … could lower emerging Asia’s output by 1.25%
relative to the baseline, and Japan’s output by 1.75%. A sharp
rise in global risk aversion and uncertainty would also produce
significant spillovers.” There are growing pains, too, as some
archaic social and business structures make way for more
modern practices. In addition, several countries—including
China and Japan—face a demographic time bomb as the
population ages. According to the Asia Development Bank, the
ratio of elderly to working-age people in China will quadruple
between 2011 and 2050. Despite these obstacles, however,
it seems certain that Asia-Pacific will be the main engine of
global economic progress during the coming decade.
Asia-Pacific’s powerful economic momentum, together
with rising standards of living for most consumers, makes
for a confident, forward-looking advertising sector. Regional
spending on all measured media will rise 11% in 2012,
eMarketer estimates, and pass $162 billion. Significant
increases will continue through 2016, when ad spending in the
region will approach $233 billion. Before that, Asia-Pacific will
mark another milestone: overtaking North America to become
the world’s biggest advertising market, with one-third of global
spending. Japan and China will account for more than half the
regional total throughout the forecast period.
billions
Total Media Ad Spending Worldwide, by Region,
2010-2016
North
America
Asia-
Paciﬁc
Western
Europe
Latin
America
Eastern
Europe
Middle East
& Africa
World-
wide
2010
$165.84
$135.46
$116.75
$27.41
$19.64
$14.42
$479.52
2011
$171.02
$146.30
$118.62
$30.94
$21.78
$15.81
$504.47
2012
$179.47
$162.39
$120.64
$34.65
$23.81
$17.79
$538.75
2013
$185.66
$179.61
$124.01
$38.12
$25.95
$19.02
$572.38
2014
$192.84
$197.39
$127.36
$42.69
$28.16
$20.34
$608.78
2015
$198.14
$215.55
$129.91
$46.75
$30.41
$21.56
$642.31
2016
$204.58
$232.79
$131.99
$51.33
$32.69
$22.79
$676.17
newspapers, outdoor, radio and TV; numbers may not add up to total due to
rounding
As in most markets, digital advertising is Asia-Pacific’s
fastest-growing element of ad spending overall and clearly
recognized by advertisers as a focus of future activity. Of course,
internet penetration varies considerably between countries and
often between urban and rural areas.Yet Asia-Pacific already
boasts a greater volume of internet traffic than any other region,
chiefly because its online population is much larger. eMarketer
estimates more than 1 billion people in Asia-Pacific will use the
web at least once per month in 2012—nearly 47% of the global
total. By 2016, this audience will number almost 1.4 billion.
The web also offers regional advertisers direct access to highly
attractive demographic segments.Asia’s online population
remains predominantly male, for example, and well educated.
According to Global WebIndex Wave 6, cited in the “Asia Digital
Marketing Yearbook 2012” published by the Asia Digital Marketing
Association (ADMA), 58.8% of internet users in the region were
male in early 2012. Nearly half (46.6%) had a university degree.A
further 10.3% had a postgraduate qualification. Moreover, 61.8%
of web users were in full-time work.
Thanks to extraordinary growth rates, spending on digital
advertising in Asia-Pacific will surpass that of digital ad
spending in Western Europe next year, according to eMarketer
projections. Historically, digital ad spending has been highest in
North America, with Western Europe a rather distant second.
Naturally, advertisers in these regions continue to shift budgets
to digital channels. North America will remain the world’s top
digital ad market for some years to come.Yet momentum
in Asia-Pacific is far greater. In 2016, digital ad spending in
Asia-Pacific will amount to more than $53 billion, eMarketer
estimates, compared to $41 billion in Western Europe.

Asia-Pacific
billions
Digital Ad Spending Worldwide, by Region and Country,
2010-2016
North
America
—US
—Canada
Western
Europe
—UK
—Germany
—France
—Italy
—Spain
—Other
Asia-
Paciﬁc
—Japan
—China*
—Australia
—South Korea
—Indonesia
—India
—Other
Eastern
Europe
—Russia
—Other
Latin
America
—Brazil
—Mexico
—Argentina
—Other
Middle East
& Africa
Worldwide
2010
$28.33
$26.04
$2.29
$22.04
$6.61
$5.04
$2.62
$1.39
$1.13
$5.25
$18.05
$7.90
$3.70
$2.33
$2.06
$0.12
$0.25
$1.69
$2.25
$0.95
$1.29
$2.03
$1.12
$0.28
$0.22
$0.42
$0.38
$73.07
2011
$34.47
$31.74
$2.73
$24.83
$7.72
$5.85
$2.85
$1.63
$1.29
$5.49
$22.11
$8.53
$5.30
$2.66
$2.28
$0.33
$0.35
$2.65
$3.60
$1.56
$2.04
$2.67
$1.46
$0.40
$0.34
$0.51
$0.57
$88.24
2012
$40.30
$37.08
$3.22
$27.96
$8.64
$6.75
$3.19
$1.89
$1.49
$5.99
$27.63
$9.60
$7.36
$3.04
$2.50
$0.80
$0.48
$3.85
$4.68
$2.08
$2.59
$3.62
$2.05
$0.53
$0.47
$0.65
$0.84
$105.02
2013
$45.98
$42.27
$3.71
$31.17
$9.51
$7.57
$3.45
$2.16
$1.66
$6.84
$33.57
$10.46
$9.43
$3.45
$2.70
$1.32
$0.67
$5.54
$5.73
$2.58
$3.14
$4.43
$2.45
$0.70
$0.59
$0.84
$1.24
$122.12
2014
$51.73
$47.56
$4.18
$34.88
$10.55
$8.32
$3.76
$2.44
$1.86
$7.94
$39.79
$11.25
$11.78
$3.83
$2.90
$2.07
$0.93
$7.02
$6.62
$3.09
$3.53
$5.67
$3.14
$0.92
$0.77
$1.12
$1.71
$140.39
2015
$56.48
$51.74
$4.74
$38.12
$11.40
$8.82
$4.02
$2.73
$2.04
$9.11
$46.23
$11.92
$14.02
$4.18
$3.08
$2.96
$1.24
$8.83
$7.48
$3.56
$3.91
$6.69
$3.61
$1.13
$0.94
$1.41
$2.22
$157.22
2016
$60.30
$55.05
$5.24
$41.05
$12.19
$9.29
$4.26
$3.03
$2.21
$10.06
$53.16
$12.55
$16.48
$4.50
$3.25
$4.02
$1.65
$10.72
$8.15
$3.96
$4.19
$7.68
$4.13
$1.34
$1.11
$1.63
$2.81
$173.15
of advertising on those platforms; excludes SMS, MMS and P2P
messaging-based advertising; numbers may not add up to total due to
rounding; *excludes Hong Kong
The mobile landscape presents a similar picture.Asia-Pacific is
already home to some 2.15 billion mobile phone users—nearly
55% of the 3.93 billion global total—and its share is still growing.
By 2016,Asia Pacific will account for 57.7% of all mobile phone
users—nearly 10 times North America’s share. China and India
will contribute most to this teeming mobile population, with 880
million and 470 million users, respectively, in 2012. In China alone,
the mobile consumer base will top 1 billion in 2014.
millions
Mobile Phone Users Worldwide, by Region and
Country, 2010-2016
Asia-Paciﬁc
—China*
—India
—Indonesia
—Japan
—South Korea
—Australia
—Other
Middle East
& Africa
Latin America
—Brazil
—Mexico
—Argentina
—Other
Western
Europe
—Germany
—UK
—France
—Italy
—Spain
—Other
Eastern
Europe
—Russia
—Other
North
America
—US
—Canada
Worldwide
2010
1,750.5
671.1
387.1
106.9
104.6
40.9
15.6
424.3
402.7
347.8
100.6
55.1
31.0
161.1
314.5
62.7
51.1
47.3
45.3
34.9
73.3
293.3
97.6
195.7
252.8
232.2
20.6
3,361.6
2011
1,948.2
780.6
416.2
130.2
105.8
41.2
16.6
457.7
445.1
369.2
109.9
59.1
32.2
168.1
322.6
64.3
51.7
48.8
47.0
35.8
75.0
302.1
99.9
202.2
259.4
237.7
21.8
3,646.8
2012
2,152.5
880.4
470.0
148.9
107.0
41.5
17.5
487.2
484.9
389.9
119.3
63.2
33.3
174.0
329.4
65.6
52.2
50.0
48.4
36.6
76.6
310.9
102.2
208.7
265.6
242.8
22.8
3,933.3
2013
2,345.6
975.4
524.9
160.5
108.2
41.9
18.2
516.5
524.8
409.3
128.9
67.4
34.5
178.5
336.0
66.8
52.7
51.3
49.8
37.5
78.0
319.7
104.4
215.2
271.3
247.5
23.8
4,206.7
2014
2,519.6
1,051.2
581.1
169.7
109.3
42.2
18.9
547.3
556.6
427.4
137.7
71.7
35.3
182.8
342.4
68.0
53.2
52.4
51.2
38.3
79.4
328.4
106.6
221.7
276.9
252.1
24.8
4,451.4
2015
2,690.8
1,122.4
638.4
179.0
110.4
42.5
19.4
578.6
593.8
444.5
146.5
75.4
36.0
186.5
347.4
69.1
53.4
53.4
52.0
39.1
80.4
337.0
108.8
228.2
282.0
256.2
25.7
4,695.4
2016
2,833.3
1,187.5
684.1
185.9
110.9
42.8
19.8
602.3
629.6
461.7
155.5
79.1
36.8
190.2
351.7
69.8
53.7
54.3
52.7
39.9
81.3
345.0
110.9
234.1
286.2
259.6
26.5
4,907.4
Note: mobile phone users are individuals of any age who own at least one
mobile phone and use the phone(s) at least once per month; *excludes
Hong Kong
Source: eMarketer, April 2012
As a result, mobile is becoming a primary platform for
advertisers and marketers.Asia-Pacific is currently the global
leader in mobile advertising, with projected mobile ad spending
of $2.56 billion this year. By comparison, North America is
expected to post mobile spending of $2.49 billion in 2012, and
Western Europe $1.31 billion.Throughout Asia-Pacific, growth
will be robust, with India and Indonesia seeing the greatest
expansion. Double-digit growth in mobile ad spending will
continue in most countries through 2016.

Asia-Pacific
millions
Mobile Ad Spending Worldwide, by Region, 2010-2016
Asia-
Paciﬁc
North
America
Western
Europe
Eastern
Europe
Latin
America
Middle East
& Africa
World-
wide
2010
$1,302.2
$550.3
$431.8
$29.1
$23.0
$1.0
$2,337.4
2011
$1,883.0
$1,261.7
$775.5
$62.6
$53.4
$1.8
$4,037.9
2012
$2,560.9
$2,494.0
$1,305.2
$121.1
$99.2
$3.1
$6,583.4
2013
$3,190.9
$4,376.6
$2,088.3
$201.2
$175.7
$4.7
$10,037.3
$278.9
$325.0
$7.6
2014
$3,937.5
$6,702.8
$3,195.0
$14,446.8
2015
$4,528.2
$9,472.8
$4,760.6
$362.6
$520.0
$10.5
$19,654.7
2016
$5,094.2
$12,359.1
$6,679.1
$449.6
$728.0
$13.8
$25,323.8
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; numbers may not add up to total due to rounding
Asia-Pacific also leads the world in the proportion of digital
ad spending going to mobile platforms. Globally, mobile
will account for 6.3% of digital spending in 2012, eMarketer
estimates. In Asia-Pacific, some 9.3% of spending on digital ads
will go to mobile. Admittedly, the picture varies from country
to country. Only Japan and South Korea will really shine in this
context. In both nations, mobile ad spending will represent an
impressive 18% of all digital ad spending this year, and over
21% in 2016. Another medium-term trend is also noteworthy:
As other forms of digital advertising prosper in Asia-Pacific,
the relative importance of mobile advertising will approach a
plateau. In North America, by contrast, mobile advertising will
grow far faster than digital ad spending overall.
Mobile Ad Spending Worldwide as a Percent of Digital
Ad Spending, by Region and Country, 2010-2016
Asia-Paciﬁc
—Japan
—South Korea
—China*
—Australia
—India
—Indonesia
—Other
North America
—US
—Canada
Western Europe
—UK
—Italy
—France
—Spain
—Germany
—Other
Latin America
—Mexico
—Argentina
—Brazil
—Other
Eastern Europe
—Russia
—Other
Middle East &
Africa
Worldwide
2010
7.2%
12.8%
9.8%
1.2%
1.0%
0.8%
0.8%
1.0%
1.9%
2.0%
1.5%
2.0%
2.0%
3.4%
2.5%
2.5%
1.4%
1.7%
1.1%
3.2%
1.7%
0.5%
0.4%
1.3%
1.3%
1.3%
0.3%
3.2%
2011
8.5%
16.0%
14.1%
2.0%
1.7%
1.4%
0.8%
1.2%
3.7%
3.8%
2.3%
3.1%
4.2%
4.2%
3.3%
2.9%
2.1%
2.3%
2.0%
6.0%
1.9%
0.9%
0.7%
1.7%
1.3%
2.1%
0.3%
4.6%
2012
9.3%
18.1%
18.0%
2.7%
2.4%
2.0%
1.0%
2.2%
6.2%
6.4%
3.4%
4.7%
6.5%
6.0%
4.4%
4.1%
3.3%
3.5%
2.7%
7.8%
2.4%
1.2%
1.2%
2.6%
1.8%
3.2%
0.4%
6.3%
2013
9.5%
19.4%
20.1%
3.3%
2.9%
2.8%
1.7%
3.0%
9.5%
9.9%
5.1%
6.7%
9.4%
8.4%
6.2%
5.9%
5.0%
4.7%
4.0%
10.0%
3.1%
1.8%
1.8%
3.5%
2.1%
4.7%
0.4%
8.2%
2014
9.9%
20.7%
21.5%
4.1%
3.4%
3.8%
2.1%
4.1%
13.0%
13.5%
7.2%
9.2%
13.3%
11.2%
8.5%
8.0%
7.4%
5.5%
5.7%
13.3%
4.2%
2.7%
2.7%
4.2%
2.5%
5.7%
0.4%
10.3%
2015
9.8%
21.1%
22.6%
4.5%
3.9%
5.1%
2.4%
4.4%
16.8%
17.4%
10.2%
12.5%
19.0%
14.5%
11.2%
11.0%
10.8%
6.3%
7.8%
16.4%
5.4%
3.9%
3.2%
4.8%
3.1%
6.4%
0.5%
12.5%
2016
9.6%
21.3%
23.5%
4.7%
4.1%
6.2%
2.6%
4.5%
20.5%
21.2%
13.2%
16.3%
24.9%
16.8%
14.7%
14.7%
15.0%
7.9%
9.5%
19.3%
6.4%
4.8%
3.8%
5.5%
4.0%
7.0%
0.5%
14.6%
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; *excludes Hong Kong
Advertisers are also eyeing another promising aspect of the
region’s digital lifestyle, its social networks. More than two-fifths
of the world’s social networkers will hail from Asia-Pacific in
2012—and that proportion is set to increase, as growth in more
mature markets such as North America and Western Europe
tails off. By 2014, the region will account for nearly 47% of all
regular visitors to social networks, eMarketer predicts.
China, representing half the region’s social media audience in
2012, will remain Asia-Pacific’s largest single market, with the
number of users approaching 415 million in 2014. India and
Indonesia are among the fastest-growing markets, however,
and will expand by 70% and 52%, respectively, between now
and 2014. There is tremendous potential for further growth
throughout the region in the next decade. In 2012, fewer than
16% of all residents in Asia-Pacific will be social network users.

Australia
■■ Australia is an advanced economy with a sophisticated
media landscape and highly literate population. Free-to-air
TV reached an estimated 90.8% of residents ages 14 and
older in 2011, according to the “Single Source: Australia,
Q1 2011–Q4 2011” report by Roy Morgan Research. Nearly
three-quarters of respondents in this study had read the
latest issue of a magazine, and 58.2% said they listened to
radio on a typical weekday.
■■ Pay TV attracted more affluent consumers than any other
media platform in 2011, Roy Morgan Research reported.
Almost 19% of pay-TV viewers came from households with
incomes of AUD80,000 ($82,474) or more. On the other hand,
this was also the smallest media audience. Just 17.5% of
Australia’s residents ages 14 and older said they had watched
pay TV on a normal weekday. Newspapers—read weekly by
66% of respondents—were arguably a better way to reach
large numbers of well-to-do residents. Last year, more than
16% of newspaper readers came from high-income homes.
■■ Australia’s geographic size poses a big challenge to providers
of communications infrastructure.Yet broadband penetration
will rise by an estimated 6% this year and extend to 56.6% of all
households. In 2016, according to eMarketer forecasts, 62.6%
of homes will have a fixed high-speed connection to the web.
■■ Internet penetration in Australia is slowly approaching a
plateau since most residents who want to go online already do
so. eMarketer anticipates 70.5% of Australia’s population—
15.5 million people—will use the internet at least once per
month in 2012.That share will climb to 71.4% in 2016. But the
rate of growth will drop below 2% per year in 2013 and be
nearer 1% by 2016.The Australian Bureau of Statistics reported
that 77% of web users went online every day in December
2011, and 69% of that group logged on more than once daily.
Consumers younger than 35 were more likely to go online
several times per day, according to Nielsen.
■■ With a population widely regarded as friendly and outgoing,
Australia has been fertile ground for social networking.
eMarketer estimates 63% of the country’s web users will
visit social sites at least monthly in 2012. Engagement with
social sites was common in all age groups, though 29% of
networkers were ages 14 to 24. Roy Morgan Research did
find a marked gender bias among social networkers in 2011,
with females outnumbering males by 56.8% to 43.2%. In
terms of member numbers, Facebook has a commanding
lead over other networks. More than 90% of Australia’s
social networkers will use Facebook this year, eMarketer
predicts, equivalent to 40% of the entire population.
■■ The “Single Source: Australia” report found that 88.3% of
residents ages 14 and older had a mobile phone last year.
eMarketer, which assesses the penetration of technologies
across all age groups, estimates 79.5% of all residents will
use a mobile in 2012. Penetration will pass 86% in 2016.
■■ Australia’s mobile marketplace is changing fast.According to
Roy Morgan Research,34% of residents ages 14 and older
had a smartphone in 2011.In other words,38.5% of all mobile
phone owners had already traded up to a smart device.Similarly,
Nielsen’s 2012“Australian Online Consumer Report”noted that
51% of web users ages 16 and older owned a smartphone.The
number of smartphone users will rise by about 40% this year
alone,eMarketer forecasts,as 53% of mobile phone users and
42% of the entire population opt for an advanced handset.
■■ A drop in demand from some regional trading partners has
sharply affectedAustralia’s economy.Chief among these is
China,which previously bought large quantities of iron,coal,
natural gas and various minerals fromAustralia,for example.
As the Chinese economy slows down,mining firms inAustralia
are seeing profits shrink.On the other hand,financial turmoil in
the US and the eurozone has yet to pose a serious threat.Real
GDP inAustralia rose by 2.2% in 2011,according to the country’s
Department of ForeignAffairs andTrade.The Economist
Intelligence Unit (EIU) anticipates average annual GDP gains of
3.3% in 2012 and 2013,with the potential for marginally better
GDP growth (averaging 3.5%) between 2014 and 2016.
■■ In 2012, spending on all measured media looks set to advance
in tandem with GDP, climbing 3.2% to $15 billion, eMarketer
estimates.The rate of growth is declining, but total ad spending
will rise modestly each year, reaching $16.7 billion in 2016.
■■ Digital ad spending is expected to top $3 billion in 2012,and will
leap by a further 50% within four years,to $4.5 billion in 2016.
Search,which accounted for half ofAustralia’s online advertising
market in 2010,will become increasingly dominant,representing
53.9% of digital spending in 2012 and 56.9% in 2016.
■■ TV will claim about half of all ad spending in Australia this
year, according to ZenithOptimedia’s 2012 “Advertising
Expenditure Forecasts.” But digital advertising will
demonstrate far higher growth. Spending on the internet will
overtake newspaper ad spending in 2013, ZenithOptimedia
suggested, and eclipse even TV spending in 2014.
■■ Mobile platforms attracted $44 million in ad spending in
Australia during 2011 and will pull in $72.8 million in 2012,
eMarketer has calculated. Spending on mobile ads will
reach an estimated $186 million in 2016, but annual growth
will fall to 15% that year, as the market continues to mature.

Australia
POPULATION
millions
Population in Australia, 2010-2020
21.5 22.0 22.5 23.0 23.5 23.9
Note: population as of July for each year
Source: US Census Bureau, International Data Base, June 27, 2012
2010 2012 2014 2016 2018 2020
20
40
MEDIA
% of population
Media Penetration in Australia, 2011
TV viewers (1) 90.8%
Mobile phone owners 88.3%
Internet users (2) 84.2%
Magazine readers (3) 74.5%
Newspaper readers (4) 66.0%
Radio listeners (5) 58.2%
Smartphone owners 34.0%
Mobile internet users (6)24.0%
Social network users (7)23.7%
Pay-TV viewers (1)17.5%
Note: ages 14+; (1) watched on a normal weekday; (2) used in the past 3
months; (3) read any publication (last issue); (4) read any publication
(excluding community newspapers) in the past 7 days; (5) listened on a
normal weekday; (6) conducted 1+ online activities via mobile phone in the
past 4 weeks; (7) blogs and online communities used in the past 4 weeks
Source: Roy Morgan Research, "Single Source: Australia, Q1 2011-Q4 2011,"
2012; provided by Starcom MediaVest Group, June 1, 2012
% of total
Demographic Proﬁle of Media Users in Australia, 2011
Gender
Male
Female
Age
14-17
18-24
25-34
35-49
50-64
65+
Income (AUD)
<25K
25K-50K
50K-80K
80K-100K
100K+
Note: numbers may not add up to 100% due to rounding; (1) used in the
past 3 months; (2) watched on a normal weekday; (3) read any publication
(last issue); (4) read any publication (excluding community newspapers) in
the past 7 days
49.7%
50.3%
6.6%
12.8%
18.8%
28.4%
22.1%
11.3%
41.1%
25.2%
18.0%
6.8%
9.0%
48.9%
51.1%
6.2%
11.2%
16.8%
26.4%
22.4%
17.1%
44.9%
24.7%
16.4%
8.0%
6.0%
50.5%
49.5%
5.9%
9.8%
14.8%
29.6%
26.1%
13.8%
39.1%
24.3%
18.0%
7.0%
11.6%
49.7%
50.3%
6.7%
12.1%
17.6%
29.4%
21.8%
12.5%
40.8%
26.1%
18.5%
6.3%
8.3%
46.6%
53.4%
5.7%
11.1%
16.3%
25.9%
23.1%
18.0%
43.8%
24.7%
16.4%
6.4%
8.6%
50.8%
49.2%
4.4%
10.3%
14.9%
26.0%
24.5%
19.9%
41.7%
25.0%
17.4%
6.8%
9.3%
48.9%
51.1%
5.6%
12.6%
18.4%
27.5%
22.2%
13.6%
42.5%
25.1%
17.3%
6.5%
8.7%
Internet users (1)
TV viewers (2)
Pay-TV viewers (2)
Radio listeners (3)
Magazine readers (4)
Newspaper readers (5)
Mobile phone owners
INTERNET
millions, % of population and % change
Internet Users and Penetration in Australia, 2011-2016
2011
15.2
69.7%
2.5%
2012
15.5
70.5%
2.3%
2013
15.8
70.9%
1.7%
2014
16.0
71.1%
1.4%
2015
16.2
71.3%
1.4%
2016
16.4
71.4%
1.2%
Internet users % of population % change
Note: individuals of any age who use the internet from any location via any
device at least once per month
Source: eMarketer, Feb 2012

Australia
Comparative Estimates: Internet Users and
Penetration in Australia, 2010-2012
Internet users (millions)
eMarketer, Feb 2012 (1)
Nielsen, Dec 2011 (2)
Australian Bureau of Statistics, Dec 2011 (3)
comScore Inc., Aug 2011 (4)
ACMA, Dec 2011 (5)
Internet penetration (% of population)
AIMIA, May 2012 (5)
Sensis, Aug 2012 (5) (6)
Roy Morgan Research, July 2012 (5) (7)
Australian Bureau of Statistics, Dec 2011 (3)
ITU, July 2012
2010
14.8
14.6
-
-
13.0
-
-
68.8%
-
-
76.0%
2011
15.2
14.8
14.1
13.7
13.5
-
91.0%
69.7%
84.2%
79.0%
79.0%
2012
15.5
-
-
-
-
98.0%
95.0%
70.5%
-
-
-
Note: (1) individuals of any age who use the internet from any location via
any device at least once per month; (2) home and work locations; data is
for July; 2011 data includes applications; (3) ages 15+; used in the past 12
months; (4) ages 15+; home and work locations; data is for June; (5) ages
14+; (6) used in the past year; all locations; (7) used in the past three
months
Source: eMarketer, Feb 2012; various, as noted, 2011 & 2012
% of total
Demographic Profile of Internet Users in Australia,
2011
Note: used in the past 3 months; numbers may not add up to 100% due to
rounding
Gender Age
Income (AUD)
Male
49.7%
Female
50.3%
14-17
6.6%
18-24
12.8%
25-34
18.8%
35-49
28.4%
50-64
22.1%
65+
11.3%
<25K
41.1%
25K-50K
25.2%
50K-80K
18.0%
80K-100K
6.8%
100K+
9.0%
Fixed Broadband Households and Subscriptions
in Australia, 2010-2016
Households (millions)
—% change
—Household penetration
Subscriptions (millions)
—% change
2010
4.5
-0.8%
51.9%
5.5
5.5%
2011
4.7
5.9%
54.2%
5.8
4.7%
2012
5.0
6.0%
56.6%
6.0
3.8%
2013
5.3
5.2%
58.7%
6.2
3.4%
2014
5.5
4.5%
60.5%
6.4
2.9%
2015
5.8
4.1%
62.1%
6.5
2.5%
2016
5.9
2.2%
62.6%
6.7
2.1%
Note: eMarketer benchmarks its Australia broadband subscription and
household numbers against the Australian Bureau of Statistics (ABS), for
which the last full year measured was 2010; includes connections with
permanent access to the internet via cable modem, DSL, fiber and
wireless/satellite technologies; excludes mobile
Comparative Estimates: Fixed Broadband Households
and Penetration in Australia, 2010-2012
Fixed broadband households (millions)
GroupM, April 2012
eMarketer*, April 2012
Australian Bureau of Statistics**, Dec 2011
Fixed broadband household penetration (% of households)
PwC, June 2012
GroupM, April 2012
Australian Bureau of Statistics, Dec 2011
Roy Morgan Research, Dec 2011
Ofcom***, Dec 2011
2010
5.0
4.5
-
62.9%
60.0%
51.9%
-
-
66.0%
2011
5.1
4.7
6.2
65.0%
61.0%
54.2%
73.0%
69.0%
-
2012
5.2
5.0
-
67.3%
61.0%
56.6%
-
-
-
Note: *includes connections with permanent access to the internet via
cable modem, DSL, fiber and wireless/satellite technologies; excludes
mobile; **data is for July 2007-June 2008, July 2008-June 2009 and July
2010-June 2011; ***includes business broadband lines
Source: eMarketer, April 2012; various, as noted, 2011 & 2012
Social Network Users and Penetration in Australia,
2010-2014
Social network users (millions)
—% change
—% of internet users
—% of population
2010
7.5
16.3%
50.5%
34.7%
2011
8.8
17.1%
57.7%
40.2%
2012
9.8
11.7%
63.0%
44.4%
2013
10.7
9.8%
68.0%
48.2%
2014
11.6
8.4%
72.7%
51.7%
Note: internet users who use a social network site via any device at least
once per month
Source: eMarketer, Aug 2012

Australia
% of internet users
Comparative Estimates: Social Network User
Penetration in Australia, 2011 & 2012
eMarketer,
Aug 2012
Ipsos*,
March 2012
AIMIA, May 2012
comScore Inc.**,
Dec 2011
Ofcom, Dec 2011
Deloitte, May 2012
ACMA, Oct 2011
2011
57.7%
-
52.0%
95.5%
75.0%
60.0%
58.0%
2012
63.0%
60.0%
55.0%
-
-
-
-
Usage
Use via any
device at least
once per month
Visited in past
3 months
Use weekly
-
Have set up a
page or proﬁle
Use
Use
Age
All ages
16-64
14+
15+
18-64
14-75
18+
Note: *includes social network sites, forums or blogs; **data is for Oct
Source: eMarketer, Aug 2012; various, as noted, 2011 & 2012
% of total
Demographic Proﬁle of Social Network Users
in Australia, 2011
Note: includes blogs and online communities used in the past 4 weeks;
numbers may not add up to 100% due to rounding
Gender Age
Income (AUD)
Male
43.2%
Female
56.8%
14-17
7.3%
18-24
21.7%
25-34
26.0%
35-49
29.2%
50-64
12.6%
65+
3.2%
<25K
41.8%
25K-50K
24.5%
50K-80K
18.0%
80K-100K
6.8%
100K+
9.0%
Facebook Users and Penetration in Australia,
2010-2014
Facebook users (millions)
—% change
—% of social network users
—% of population
2010
6.5
19.3%
86.9%
43.9%
30.2%
2011
7.9
21.6%
90.3%
52.1%
36.3%
2012
8.9
12.5%
91.0%
57.3%
40.4%
2013
9.8
10.0%
91.2%
62.0%
44.0%
2014
10.7
9.4%
92.0%
66.9%
47.6%
Note: internet users who access their Facebook account via any device at
least once per month
MOBILE
Mobile Connections in Australia, 2010-2016
2010
22.5
104.6%
1.4%
2011
24.8
113.9%
10.2%
2012
26.0
118.1%
4.8%
2013
27.0
121.3%
3.8%
2014
28.0
124.4%
3.7%
2015
28.5
125.3%
1.8%
2016
29.0
126.1%
1.8%
Mobile connections % of population % change
Note: data is for Dec of each year; includes the total number of mobile
connections, for mobile phones as well as for nonvoice devices, such as
internet access devices (e.g., wireless modem cards, netbooks and mobile
Wi-Fi hotspots), ereaders, tablets and telematics systems

Australia
Comparative Estimates: Mobile Connections and
Penetration in Australia, 2010 & 2011
Mobile connections (millions)
ACMA*, Dec 2011
eMarketer**, April 2012
ITU, July 2012
GSM Association, Nov 2011
Mobile connection penetration (% of population)
eMarketer**, April 2012
ITU, July 2012
Ofcom, Dec 2011
2010
26.0
22.5
-
28.0
-
104.6%
101.0%
129.5%
2011
29.3
24.8
24.5
-
125.0%
113.9%
108.3%
-
Note: *includes mobile phones and mobile broadband datacards/dongles;
**data is for Dec of each year; includes the total number of mobile
Wi-Fi hotspots), ereaders, tablets and telematics systems
Source: eMarketer, April 2012; various, as noted, 2012
Mobile Phone Users in Australia, 2010-2016
2010
15.6
72.5%
3.3%
2011
16.6
76.3%
6.4%
2012
17.5
79.5%
5.4%
2013
18.2
81.8%
4.0%
2014
18.9
84.0%
3.8%
2015
19.4
85.3%
2.6%
2016
19.8
86.1%
2.1%
Mobile phone users % of population % change
Note: mobile phone users are individuals of any age who own at least one
mobile phone and use the phone(s) at least once per month
% of total
Demographic Proﬁle of Mobile Phone Owners
in Australia, 2011
Note: numbers may not add up to 100% due to rounding
Gender Age
Income (AUD)
Male
48.9%
Female
51.1%
14-17
5.6%
18-24
12.6%
25-34
18.4%
35-49
27.5%
50-64
22.2%
65+
13.6%
<25K
42.5%
25K-50K
25.1%
50K-80K
17.3%
80K-100K
6.5%
100K+
8.7%
Smartphone Users and Penetration in Australia,
2010-2016
Smartphone
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
3.7
77.1%
24.0%
17.4%
2011
6.6
77.4%
40.0%
30.5%
2012
9.3
39.7%
53.0%
42.1%
2013
12.0
29.5%
66.0%
54.0%
2014
14.4
19.6%
76.0%
63.8%
2015
15.1
5.3%
78.0%
66.5%
2016
15.6
3.4%
79.0%
68.0%
Note: smartphone users are individuals of any age who own at least one
smartphone and use the smartphone(s) at least once per month

Australia
% of total
Demographic Proﬁle of Smartphone Owners
in Australia, 2011
Note: numbers may not add up to 100% due to rounding
Gender Age
Income (AUD)
Male
51.5%
Female
48.5%
14-17
6.3%
18-24
19.3%
25-34
27.1%
35-49
30.8%
50+
16.5%
<25K
34.8%
25K-50K
24.3%
50K-80K
20.2%
80K-100K
7.8%
100K+
12.7%
Mobile Internet Users and Penetration in Australia,
2010-2016
Mobile internet
users (millions)
—% change 4.0%
—% of mobile
phone users
79.0%
—% of population
2010
4.1
67.9%
26.0%
18.9%
2011
7.0
71.9%
42.0%
32.0%
2012
9.6
38.1%
55.0%
43.7%
2013
12.4
28.6%
68.0%
55.6%
2014
14.7
19.1%
78.0%
65.5%
2015
15.3
67.4%
2016
15.8
3.4%
80.0%
68.9%
Note: mobile phone users of any age who access the internet from a
mobile browser or an installed application at least once per month;
excludes SMS, MMS and IM
% of total
Demographic Proﬁle of Mobile Internet Users
in Australia, 2011
Note: used in the past 4 weeks
Gender Age
Income (AUD)
Male
50.3%
Female
49.7%
14-17
7.4%
18-24
22.9%
25-34
28.6%
35-49
28.3%
50-64
11.1%
65+
1.7%
<25K
35.3%
25K-50K
23.9%
50K-80K
20.5%
80K-100K
7.8%
100K+
12.5%
AD SPENDING
billions and % change
Total Media Ad Spending in Australia, 2010-2016
$14.14
2.1%
$14.56
3.0%
$15.03
3.2%
$15.49
3.1%
$15.93
2.8%
$16.34
2.6%
$16.73
2.4%
Total media ad spending % change
Note: in US$; includes digital (online and mobile), directories, magazines,
newspapers, outdoor, radio and TV; converted at the exchange rate of
US$1=AUD0.97
20112010 2012 2013 2014 2015 2016

Australia
Comparative Estimates: Total Media Ad Spending
Total ad spending (billions)
eMarketer*, Sep 2012
PwC**, June 2012
ZenithOptimedia*, June 2012
MAGNAGLOBAL, June 2012
GroupM***, July 2012
CEASA*, April 2012
SMI*, Jan 2012
Total ad spending growth (% change)
Warc, Feb 2012
eMarketer, Sep 2012
Carat, March 2012
PwC, June 2012
GroupM, July 2012
ZenithOptimedia, June 2012
SMI, Jan 2012
CEASA, April 2012
Nielsen, April 2012
2010
$14.1
$13.9
$12.8
-
$12.4
-
$7.6
-
2.1%
-
-
10.5%
11.9%
-
7.4%
-
2011
$14.6
$13.3
$12.8
-
$12.4
$13.9
$7.6
2.4%
3.0%
1.0%
-4.3%
0.3%
-0.5%
0.0%
-1.4%
-2.2%
2012
$15.0
$13.6
$12.9
$12.9
$12.6
-
-
3.5%
3.2%
2.9%
2.3%
1.6%
0.7%
-
-
-
2013
$15.5
$14.0
$13.2
$13.3
$13.4
-
-
-
3.1%
2.7%
2.9%
6.5%
2.4%
-
-
-
2014
$15.9
$14.3
$13.7
-
-
-
-
-
2.8%
-
2.1%
-
3.7%
-
-
-
Note: in US$; *converted at the exchange rate of US$1=AUD0.97;
**converted at the exchange rate of US$1=AUD0.968; ***converted at the
exchange rate of US$1=AUD0.9936
Source: eMarketer, Sep 2012; various, as noted, 2012
millions
Ad Spending in Australia, by Media, 2005-2014
TV
Newspapers
Internet*
Radio
Magazines
Outdoor/transport
Cinema
Total
2005
$3,482
$3,909
$640
$926
$1,009
$365
$86
$10,416
2010
$4,183
$3,781
$2,336
$1,033
$898
$492
$103
$12,826
2011
$4,074
$3,474
$2,744
$1,040
$839
$509
$81
$12,761
2012
$4,066
$3,196
$3,172
$1,040
$771
$519
$90
$12,855
2013
$4,056
$3,036
$3,661
$1,056
$733
$530
$97
$13,168
2014
$4,065
$2,930
$4,230
$1,077
$711
$546
$103
$13,660
Note: in US$; converted at the exchange rate of US$1:AUD0.97; numbers
may not add up to total due to rounding; *classiﬁeds, directories, display
and search
Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2012;
provided by Starcom MediaVest Group, June 2012
20112010 2012 2013 2014 2015 2016
Digital Ad Spending in Australia, 2010-2016
$2.33
21.0%
$2.66
13.9%
$3.04
14.3%
$3.45
13.6%
$3.83
11.0%
$4.18
9.0%
$4.50
7.8%
Digital ad spending % change
Note: in US$; eMarketer benchmarks its Australia digital ad spending
projections against the IAB Australia data for which the last full year
measured was 2010; includes advertising that appears on desktop and
laptop computers as well as mobile phones and tablets, and includes all
the various formats of advertising on those platforms; excludes SMS, MMS
and P2P messaging-based advertising; CAGR (2011-2016)=11.1%; converted
at the exchange rate of US$1=A$0.97
Comparative Estimates: Digital Ad Spending
Digital ad spending (billions)
ZenithOptimedia, June 2012 (1)
PwC, June 2012 (2)
eMarketer, Sep 2012 (1)
GroupM, July 2012 (3) (4)
IAB Australia, Feb 2012
BCG, March 2012
Digital ad spending growth (% change)
PwC, June 2012
GroupM, July 2012 (4)
eMarketer, Sep 2012
CEASA, April 2012
IAB Australia, Feb 2012
2010
$2.3
$2.3
$2.3
$2.3
-
$2.1
-
21.0%
21.6%
21.2%
-
-
2011
$2.7
$2.5
$2.7
$2.6
$2.7
-
8.5%
17.5%
12.8%
13.9%
17.5%
17.0%
2012
$3.2
$3.1
$3.0
$3.0
-
-
23.0%
15.6%
14.7%
14.3%
-
-
2013
$3.7
$3.7
$3.4
$3.5
-
-
18.6%
15.4%
18.8%
13.6%
-
-
2014
$4.2
$4.1
$3.8
-
-
-
10.5%
15.5%
-
11.0%
-
-
Note: In US$; (1) converted at the exchange rate of US$1=A$0.97; (2)
converted at the exchange rate of US$1=AUD0.9687; (3) converted at the
exchange rate of US$1=AUD0.9936; (4) excludes mobile

Australia
20112010 2012 2013 2014 2015 2016
billions
Digital Ad Spending in Australia, by Format, 2010-2016
$1.16
$0.62
$0.55
$2.33
$1.41
$0.63
$0.62
$2.66
$1.64
$0.70
$0.70
$3.04
$1.90
$0.78
$0.78
$3.45
$2.13
$0.85
$0.85
$3.83
$2.35
$0.92
$0.91
$4.18
$2.56
$0.98
$0.96
$4.50
Search* Display** Classiﬁeds
Note: in US$; eMarketer benchmarks its Australia digital ad spending
projections against the IAB Australia data for which the last full year
measured was 2010; includes advertising that appears on desktop and
laptop computers as well as mobile phones and tablets, and includes all
the various formats of advertising on those platforms; excludes SMS, MMS
and P2P messaging-based advertising; *paid listings, contextual text links
and paid inclusion; **banners (static display), rich media, sponsorships and
video (in-stream, in-banner, in-text); converted at the exchange rate of
US$1=A$0.97
millions and % change
Mobile Ad Spending in Australia, 2010-2016
$24.5
84.2%
$44.0
79.6%
$72.8
65.5%
$99.6
36.8%
$131.5
32.0%
$161.7
23.0%
$186.0
15.0%
Mobile ad spending % change
Note: in US$; includes display (banners, video and rich media) and search;
excludes SMS, MMS and P2P messaging-based advertising; includes ad
spending on tablets; converted at the exchange rate of US$1=A$0.97;
CAGR (2011-2016)=33.4%
20112010 2012 2013 2014 2015 2016

China
■■ China’s growth may be slowing, but the financial performance
of the country remains phenomenal. Real GDP in mainland
China, excluding Hong Kong, jumped 9.2% in 2011, according
to the EIU.The pace of investment is dipping slightly, and
impressive budget surpluses will begin to shrink as imports rise
and exports decline somewhat. Private consumption is not yet
a significant driver of economic activity.As the EIU points out,
solid progress is dependent on economic and political reforms,
many of which will be delayed by a scheduled “handover” of
power from the older generation of politicians to new leaders
in 2012 and 2013. Signs of a new direction may appear as
early as 2014, though.And GDP expansion will still average 8%
annually between 2012 and 2016, the EIU has forecast.The
IMF’s July 2012 “World Economic Outlook Update” estimated
GDP growth this year at 8% and predicted a return to even
better form in 2013 with an 8.5% gain.These IMF forecasts
were trimmed very slightly from April 2012 predictions.
■■ Historically,knowledge of the Chinese market has been hard to
come by,and there is still limited information available on media
trends in the country.Sinomonitor’s“China Marketing and Media
Study”is a case in point.It provides data about residents ages 15
to 64 living in 35 cities.This gives a snapshot of the most affluent,
quick-moving audiences,and those most exposed to media,
but necessarily neglects rural and semi-rural areas.Admittedly,
this relatively young,urban demographic is undoubtedly the one
most interesting and accessible to advertisers.
■■ Mobile phones were nearly universal in the population sampled
by Sinomonitor,with 95% penetration in early 2012.Free-to-airTV
and cableTV were also very popular,reaching 91.2% and 66.9%
of respondents,respectively,on the day before polling.Less than
14% of residents said they listened to the radio daily.Radio did
register the highest proportion of high-income individuals in its
audience,but this group was also the oldest.
■■ The internet and magazines were most favored by young
consumers in China. Some 35.6% of the online population
was ages 15 to 24, according to Sinomonitor, and 31.7%
of magazine readers belonged to that age group. All told,
two-thirds of the online audience and about 60% of the
magazine audience were ages 15 to 34. The China Internet
Network Information Center (CNNIC) reported that 30.2% of
China’s web users were students in 2011.
■■ Broadband will reach an estimated 39.4% of Chinese
households in 2012, rising to 60% in 2016, eMarketer
estimates. Penetration of fixed high-speed connections is
predicted to grow 15% this year alone, and double-digit
growth will be sustained through 2016. That will fuel sharp
rises in web use, beyond the remarkable gains already seen.
The Boston Consulting Group (BCG) indicated that China’s
web users collectively spent 1.9 billion hours each day
online in 2011, 60% more than in 2009.
■■ According to Sinomonitor,58.3% of urban dwellers ages 15 to 64
used the web in the week before polling.By contrast,mobile web
usage was extremely low;just 18.3% of those polled had gone
online via any mobile or portable device in the previous year.
■■ Social networking attracted an estimated 50% of China’s
web users in 2011 and will engage 54% in 2012, according
to eMarketer. That apparently modest gain means an extra
51 million people visiting social sites, enough for total visitor
numbers to hit 307.5 million this year. Nearly 42% of social
network users were ages 15 to 24, Sinomonitor found, and
61.5% had low or no income.
■■ Over 1 billion mobile connections are expected in China this
year,and an estimated 880.4 million mobile phone users.By
2016,the number of mobile users will approach 1.2 billion,
eMarketer forecasts.Within the mobile population,males slightly
outnumbered females in 2011 (by 51.9% to 48.1%),but there
was good distribution across age groups,Sinomonitor reported.
Almost two-thirds of mobile users had low income or none at all.
■■ eMarketer estimates that only 17.7% of China’s population
will have a smartphone this year, but that does equate to an
existing audience of nearly 238 million users. By 2016, the
number will exceed 500 million, with more than one-third of
the population owning an advanced phone.
■■ Advertising and marketing are booming in China,as commercial
opportunities multiply and consumers become accustomed
to new goods and services.Spending on all measured media
will leap nearly 20% in 2012,to an estimated $46.3 billion.The
total will pass $50 billion in 2013,eMarketer predicts,and reach
$74 billion in 2016.ZenithOptimedia has indicated that the largest
single share of ad expenditure (42.4%) will go to television in
2012.TV’s dominance is gradually declining,though.By 2016,its
slice of total expenditure will be 40.9%.
■■ Given the relatively low penetration of the web, even within
the 35 cities sampled by Sinomonitor, it is remarkable that
the internet already ranks third (behind TV and newspapers)
in ad spending volume, according to ZenithOptimedia.
eMarketer estimates that digital budgets will account for
15.9% of all ad spending in China this year. In 2016, that
share will pass 22%. The online ad landscape may undergo
some radical changes, too, as internet penetration grows in
rural areas. BCG has predicted that rural parts of the country
will be responsible for more than one-third of the increase
in user numbers between 2011 and 2015—and these

China
residents will often have very different needs and interests
from urban-dwellers. Online usage is also growing among
people ages 51 and older. Their presence on the web will be
a significant spur to advertisers wooing this demographic.
■■ Mobile ad spending is on a sharp upward path too, as
marketers aim to capitalize on the rapidly expanding mobile
user base. Spending on mobile platforms is expected to
reach about $718 million this year—60% more than in
2011—and nearly $1.64 billion in 2016.
POPULATION
billions
Population in China, 2010-2020
1.33 1.34 1.36 1.37 1.38 1.38
2010
1
2
2012 2014 2016 2018 2020
MEDIA
% of population
Media Penetration in China, 2012
Mobile phone owners
95.6%
TV viewers (1)
91.2%
Cable TV viewers (1)
66.9%
Internet users (2)
58.3%
Newspapers readers (1)
54.4%
28.3%
Mobile internet users (4)
18.3%
Radio listeners (1)
13.7%
Satellite TV viewers (1)
0.5%
Note: ages 15-64; living in 35 cities; (1) used yesterday; (2) used in the past
week; (3) read in the past month; (4) access the web, Wi-Fi, 3G, GPRS online
via any device (mobile phone, tablet and/or laptop) within the past year
Source: Sinomonitor, "China Marketing and Media Study," Spring 2012;
provided by Starcom MediaVest Group, June 1, 2012
% of total
Demographic Proﬁle of Media Users in China, 2012
Internet users*
TV viewers**
Mobile phone owners
Radio listeners**
Magazine readers***
Newspaper readers**
Gender
Male
Female
Age
15-24
25-34
35-44
45-54
55-64
Income (RMB)
Not earning-1K
1K-3K
3K-6K
6K+
Refused
Note: numbers may not add up to 100% due to rounding; *used in the past
week; **used media yesterday; ***read in the past month
54.0%
46.0%
35.6%
30.9%
23.9%
7.9%
1.7%
21.9%
39.2%
30.8%
6.2%
2.1%
50.9%
49.1%
21.9%
21.7%
25.5%
19.3%
11.6%
17.1%
50.0%
26.6%
4.2%
2.1%
51.9%
48.1%
23.7%
23.0%
25.5%
18.2%
9.5%
17.2%
48.7%
27.3%
4.5%
2.4%
59.4%
40.6%
14.2%
21.3%
27.1%
20.2%
17.1%
10.5%
44.9%
33.0%
9.9%
1.8%
44.5%
55.5%
31.7%
28.1%
24.3%
11.7%
4.3%
20.7%
41.1%
29.8%
6.5%
1.7%
53.7%
46.3%
16.6%
22.0%
28.1%
21.1%
12.3%
11.8%
51.3%
30.7%
4.6%
1.6%

China
INTERNET
Internet Users and Penetration in China, 2011-2016
2011
513.0
38.4%
14.0%
2012
569.4
42.4%
11.0%
2013
620.7
46.0%
9.0%
2014
657.9
48.5%
6.0%
2015
684.2
50.3%
4.0%
2016
711.6
52.1%
4.0%
device at least once per month; excludes Hong Kong
Penetration in China, 2010-2012
CNNIC, July 2012 (2)
BCG, April 2012
Nielsen, Dec 2011 (3)
Euromonitor, Jan 2012
comScore Inc., March 2012 (4)
-
Internet user penetration (% of population)
Sinomonitor, June 2012 (5)
CNNIC, July 2012 (2) (9)
Forrester Research, Jan 2012 (6)
Pew Global Attitudes Project, Dec 2011 (7)
Ipsos, April 2012 (8)
ITU, July 2012
2010
-
457.3
-
-
-
287.5
-
-
34.3%
-
46.0%
-
-
-
2011
513.0
513.1
513.0
503.0
453.8
317.5
-
38.4%
38.3%
79.0%
56.0%
52.7%
38.3%
33.9%
2012
569.4
537.6
-
-
-
58.3%
42.4%
39.9%
-
-
-
-
-
any device at least once per month; (2) ages 6+ who accessed the internet
in the past six months; (3) data is for Nov; (4) ages 15+; home and work
locations; three-month average for Q4 2010 and Q4 2011; (5) ages 15-64;
living in 35 cities; used in the past week; (6) urban China; use at least
monthly; (7) ages 18+; use at least occasionally; (8) ages 12-64; used
yesterday; (9) data is for Dec of each year
% of total
Demographic Proﬁle of Internet Users in China, 2012
Note: living in 35 cities; used in the past week; numbers may not add up to
100% due to rounding
Gender Age
Income (RMB)
Male
54.0%
Female
46.0%
15-24
35.6%
25-34
30.9%
35-44
23.9%
45-54
7.9%
55-64
1.7%
Not
earning-1K
21.9%
1K-3K
39.2%
3K-6K
30.8%
6K+
6.2%
Refused
2.1%
in China, 2010-2016
Households
(millions)
—% change
Subscriptions
(millions)
—% change
2010
119.0
21.5%
28.5%
126.3
22.4%
2011
146.4
23.0%
34.6%
157.9
25.0%
2012
168.3
15.0%
39.4%
184.8
17.0%
2013
192.8
14.5%
44.6%
214.3
16.0%
2014
219.7
14.0%
50.1%
244.3
14.0%
2015
246.1
12.0%
55.3%
271.2
11.0%
2016
270.7
10.0%
60.0%
295.6
9.0%
Note: eMarketer benchmarks its China broadband subscription numbers
against the Ministry of Industry and Information (MIIT) for which the last full
year measured was 2010; includes connections with permanent access to
the internet via cable modem, DSL, ﬁber and wireless/satellite
technologies; excludes mobile; excludes Hong Kong

China
Comparative Estimates: Fixed Broadband Households
and Penetration in China, 2010-2012
Fixed broadband households (millions)
GroupM, April 2012
Fixed broadband household penetration (% of households)
PwC, June 2012
GroupM, April 2012
Forrester Research**, Jan 2012
Ofcom***, Dec 2011
2010
119.0
109.2
28.5%
29.2%
24.0%
-
32.0%
2011
146.4
142.7
34.6%
33.6%
31.0%
68.0%
-
2012
168.3
158.9
39.4%
36.7%
33.0%
-
-
Note: *includes connections with permanent access to the internet via
cable modem, DSL, ﬁber and wireless/satellite technologies; excludes
mobile; excludes Hong Kong; **urban China; ***includes business
broadband lines
Source: eMarketer, April 2012; various, as noted, 2011 & 2012
Social Network Users and Penetration in China,
2010-2014
Social network users (millions)
—% change
—% of population
2010
207.0
33.2%
46.0%
15.6%
2011
256.5
23.9%
50.0%
19.2%
2012
307.5
19.9%
54.0%
22.9%
2013
366.2
19.1%
59.0%
27.1%
2014
414.5
13.2%
63.0%
30.6%
Note: internet users who use a social network site via any device at least
once per month; excludes Hong Kong
% of internet users
Comparative Estimates: Social Network User
Penetration in China, 2011 & 2012
Ipsos*, March 2012
eMarketer,
Aug 2012
CNNIC, July 2012
Sinomonitor**,
June 2012
UM, Feb 2012
Pew Global
Attitudes Project,
Dec 2011
comScore Inc.***,
Dec 2011
ProsperChina,
Feb 2012
2011
-
50.0%
47.6%
-
68.9%
56.0%
53.0%
23.4%
2012
60.0%
54.0%
46.6%
24.3%
-
-
-
-
Usage
Visited in past 3 months
Use via any
device at least
once per month
Use
Used in the past week
Used in past 6 months
Have ever used
-
Use regularly
Age
16-64
All ages
6+
15-64
16-54
18+
15+
18-54
Note: *includes social network sites, forums or blogs; **living in 35 cities;
***data is for Oct
Source: eMarketer, Aug 2012; various, as noted, 2011 & 2012
% of total
Demographic Proﬁle of Social Network Users in China,
2012
Note: among internet users who visited a social network site in the past
week; living in 35 cities; numbers may not add up to 100% due to rounding
Gender Age
Income (RMB)
Male
52.1%
Female
47.9%
15-24
41.7%
25-34
32.0%
35-44
20.4%
45-54
5.1%
55-64
0.9%
Not
earning-1K
24.4%
1K-3K
37.1%
3K-6K
30.5%
6K+
6.7%
Refused
1.4%
MOBILE
millions and % of population
Mobile Connections and Penetration in China,
2010-2016
2010
859.0
64.6%
2011
983.6
73.6%
2012
1,091.7
81.3%
2013
1,190.0
88.2%
2014
1,261.4
93.0%
2015
1,324.5
97.3%
2016
1,377.5
100.8%
Mobile connections % of population
Note: data is for Dec of each year; includes the total number of mobile
Wi-Fi hotspots), ereaders, tablets and telematics systems; excludes
Hong Kong

The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. AP-16The Global Media Intelligence Report Copyright ©2012 eMarketer, Inc. All rights reserved. AP-16
China
Comparative Estimates: Mobile Connections and
Penetration in China, 2010-2012
Mobile connections (millions)
Analysys International, May 2012
eMarketer, Feb 2012 (1) (2)
National Bureau of Statistics China, April 2012
ITU, July 2012
MIIT, Jan 2012 (1)
Datamonitor, Nov 2011
Mobile connection penetration (% of population)
eMarketer, Feb 2012 (1) (2)
MIIT, March 2012 (1)
ITU, July 2012
2010
859.0
859.0
-
-
859.0
-
859.1
842.0
64.6%
-
-
-
-
2011
986.0
983.6
-
986.3
986.2
910.7
-
-
73.6%
-
73.2%
68.0%
63.0%
2012
1,112.0
1,091.7
1,030.1
-
-
-
-
-
81.3%
73.5%
-
-
-
Note: (1) data is for Dec of each year; (2) includes the total number of
mobile connections, for mobile phones as well as for nonvoice devices,
such as internet access devices (e.g., wireless modem cards, netbooks and
mobile Wi-Fi hotspots), ereaders, tablets and telematics systems
Mobile Phone Users and Penetration in China,
2010-2016
Mobile phone
users (millions)
—% change
—% of population
2010
671.1
16.7%
50.5%
2011
780.6
16.3%
58.4%
2012
880.4
12.8%
65.5%
2013
975.4
10.8%
72.3%
2014
1,051.2
7.8%
77.5%
2015
1,112.4
6.8%
82.4%
2016
1,187.5
5.8%
86.9%
Note: individuals of any age who own at least one mobile phone and use
the phone(s) at least once per month; excludes Hong Kong
% of total
Demographic Proﬁle of Mobile Phone Owners in China,
2012
Note: living in 35 cities; numbers may not add up to 100% due to rounding
Gender Age
Income (RMB)
Male
51.9%
Female
48.1%
15-24
23.7%
25-34
23.0%35-44
25.5%
45-54
18.2%
55-64
9.5%
Not
earning-
1K
17.2%
1K-3K
48.7%
3K-6K
27.3%
6K+
4.5%
Refused
2.4%
Smartphone Users and Penetration in China,
2010-2016
Smartphone users
(millions)
—% change
—% of mobile
internet users
—% of mobile
phone users
—% of population
2010
87.2
51.7%
30.1%
13.0%
6.6%
2011
148.3
70.0%
42.6%
19.0%
11.1%
2012
237.7
60.3%
56.0%
27.0%
17.7%
2013
321.9
35.4%
65.4%
33.0%
23.9%
2014
388.9
20.8%
71.1%
37.0%
28.7%
2015
449.0
15.4%
76.0%
40.0%
33.0%
2016
510.6
13.7%
80.8%
43.0%
37.4%
Note: individuals of any age who use a smartphone at least once per month;
excludes Hong Kong
Mobile Internet Users and Penetration in China,
2010-2016
Mobile internet
users (millions)
—% change
—% of mobile
phone users
—% of internet
users
2010
290.0
34.9%
43.2%
64.4%
2011
348.0
20.0%
44.6%
67.8%
2012
424.6
22.0%
48.2%
74.6%
2013
492.5
16.0%
50.5%
79.3%
2014
546.7
11.0%
52.0%
83.1%
2015
590.4
8.0%
52.6%
86.3%
2016
631.7
7.0%
53.2%
88.8%
Note: mobile phone users of any age who access the internet from a
mobile browser or an installed application at least once per month;
excludes SMS, MMS and pre-installed IM services that do not require
internet access; excludes Hong Kong

China
% of total
Demographic Proﬁle of Mobile Internet Users in China,
2012
Note: living in 35 cities; access the web, Wi-Fi, 3G, GPRS online via any
device (mobile phone, tablet and/or laptop) within the past year; numbers
may not add up to 100% due to rounding
Gender Age
Income (RMB)
Male
55.6%
Female
44.4%
15-24
48.2%25-34
34.3%
35-44
14.6%
45-54
2.5%
55-64
0.4%
Not
earning-1K
26.1%
1K-3K
34.7%
3K-6K
28.9%
6K+
7.5%
Refused
2.9%
AD SPENDING
Total Media Ad Spending in China, 2010-2016
2010
$33.64
14.6%
2011
$38.68
15.0%
2012
$46.34
19.8%
2013
$52.89
14.1%
2014
$59.92
13.3%
2015
$67.11
12.0%
2016
$74.22
10.6%
Total media ad spending % change
newspapers, outdoor, radio and TV; excludes Hong Kong; converted at the
exchange rate of US$1=RMB6.46
Comparative Estimates: Total Media Ad Spending
in China, 2010-2014
Total ad spending (billions)
PwC, June 2012 (3)
iResearch Consulting Group,
Feb 2012 (2)
Total ad spending growth (% change)
Feb 2012
eMarketer, Sep 2012
Carat, March 2012
ZenithOptimedia, June 2012
Media Partners Asia, April 2012
GroupM, July 2012
Charm Communications,
Feb 2012
Warc, Feb 2012
PwC, June 2012
Nielsen, April 2012
CTR Market Research, Feb 2012
2010
$47.5
$33.6
$30.2
-
$27.4
$23.2
-
14.6%
-
-
25.3%
-
14.7%
-
-
-
-
13.0%
2011
$54.6
$38.7
$36.2
-
$32.3
$28.9
23.7%
15.0%
-
15.4%
18.0%
-
14.9%
14.5%
13.5%
19.9%
18.1%
11.0%
2012
$61.9
$46.3
$39.5
$38.9
$37.0
$36.4
26.0%
19.8%
18.8%
14.7%
14.5%
14.0%
13.4%
13.0%
11.5%
9.1%
-
-
2013
$69.1
$52.9
$46.6
$44.9
$42.2
-
-
14.1%
-
14.6%
14.1%
-
11.6%
-
-
18.0%
-
-
2014
-
$59.9
$54.6
-
$48.8
-
-
13.3%
-
-
15.6%
-
-
-
-
17.2%
-
-
Note: (1) converted at the exchange rate of US$1=RMB6.3575; (2)
converted at the exchange rate of US$1=RMB6.46; (3) converted at the
exchange rate of US$1=RMB6.4544; (4) converted at the exchange rate of
US$1:RMB6.77
millions
Ad Spending in China, by Media, 2005-2014
TV
Newspapers
Internet
Outdoor
Radio
Magazines
Cinema
Total
2005
$5,499
$3,963
$630
$1,948
$601
$385
$24
$13,050
2010
$10,521
$5,904
$4,971
$4,235
$1,194
$499
$45
$27,370
2011
$13,896
$7,265
$4,592
$4,278
$1,408
$806
$53
$32,299
2012
$15,689
$7,505
$6,797
$4,406
$1,548
$984
$61
$36,990
2013
$17,478
$7,610
$9,651
$4,538
$1,695
$1,151
$70
$42,193
2014
$19,925
$7,694
$13,126
$4,720
$1,865
$1,346
$80
$48,755
Note: converted at the exchange rate of US$1=RMB6.77; numbers may not
add up to total due to rounding

China
Digital Ad Spending in China, 2010-2016
2010
$3.70
37.0%
2011
$5.30
43.2%
2012
$7.36
39.0%
2013
$9.43
28.0%
2014
$11.78
25.0%
2015
$14.02
19.0%
2016
$16.48
17.5%
Digital ad spending % change
of advertising on those platforms; excludes SMS, MMS and P2P messaging-
based advertising; excludes Hong Kong; converted at the exchange rate of
US$1=RMB6.46
Comparative Estimates: Digital Ad Spending in China,
2010-2014
Digital ad spending (billions)
GroupM, July 2012 (1) (2)
Feb 2012 (2) (3)
PwC, June 2012 (4)
DCCI, June 2012 (2) (3)
ZenithOptimedia,
June 2012 (2) (5)
BCG, March 2012
Digital ad spending growth (% change)
iResearch Consulting
Group, Feb 2012 (2)
ZenithOptimedia,
June 2012 (2)
DCCI, June 2012 (2)
eMarketer, Sep 2012
PwC, June 2012
Charm Communications,
Feb 2012
2010
$5.1
$5.0
$5.2
$3.7
$3.5
$5.0
$2.8
56.9%
56.9%
54.9%
43.1%
37.0%
-
-
2011
8.1
$7.9
$7.7
$5.3
$5.0
$4.6
-
57.6%
57.3%
-7.6%
44.0%
43.2%
48.5%
35.6%
2012
$12.5
$12.2
$11.2
$7.4
$7.0
$6.8
-
54.7%
54.5%
48.0%
40.2%
39.0%
45.2%
-
2013
$16.9
$16.6
$15.5
$9.4
$10.4
$9.7
-
35.4%
35.4%
42.0%
48.4%
28.0%
38.1%
-
2014
-
$22.1
$20.3
$11.8
$15.1
$13.1
-
-
33.2%
36.0%
44.6%
25.0%
31.2%
-
Note: (1) converted at the exchange rate of US$1=RMB6.3575; (2) excludes
mobile; (3) converted at the exchange rate of US$1=RMB6.46; (4) converted
at the exchange rate of US$1=RMB6.4544; (5) converted at the exchange
rate of US$1=RMB6.77
millions and % change
Mobile Ad Spending in China, 2010-2016
2010
$223.2
121%
2011
$448.7
101%
2012
$717.8
60%
2013
$918.8
28%
2014
$1,157.7
26%
2015
$1,389.3
20%
2016
$1,639.4
18%
Mobile ad spending % change
Note: includes display (banners, rich media and video), search and
messaging-based advertising; excludes Hong Kong
Source: eMarketer, May 2012

Hong Kong
■■ In July 2012, Leung Chun-ying, a former member of Hong
Kong’s Executive Council (the territory’s cabinet), became chief
executive, despite hostility from some parts of the established
governing and business communities. Financially speaking,
the territory is on a very firm footing, which will encourage
political stability, but Leung faces a tricky future, mediating
between existing power elites and popular support for further
reforms. Real GDP in Hong Kong rose 5% in 2011, according
to the EIU.The same source has forecast average annual GDP
growth of 3.2% between 2012 and 2016, as demand from
mainland China and other external markets continues to drive
output. Federal budgets are likely to show significant surpluses
throughout the forecast period. Nonetheless, consumer
confidence in Hong Kong declined slightly in July 2012.
■■ Small and densely populated, Hong Kong is one of the world’s
leading financial centers and boasts excellent communications
and other infrastructure.This does not mean uniformly high
living standards; there are enormous inequalities. Nevertheless,
even people on low incomes live in very close proximity
to televisions, radios, mobile phones and internet access
belonging to better-off neighbors.As a result, penetration of
most media is notably high.When Ipsos polled residents ages
12 to 64 for its “Media Atlas Hong Kong, Q1–Q4 2011,” 85% said
they had watched TV the previous day, and 37.6% had watched
pay TV. More than 70% said they were regular newspaper
readers, and 37.1% had listened to radio programming in the
previous 24 hours. Females outnumbered males in all of these
media audiences.
■■ Two-thirds of residents polled by Ipsos in 2011 were daily
internet users. According to data from the TNS “Digital Life”
survey cited by ADMA, the top three online attractions for
Hong Kong residents in early 2012 were internet banking,
on-demand video and live video.
■■ According to Nielsen’s November 2011 “Hong Kong Digital
Behavior Insights Report,” 62% of digital consumers ages
15 and older in the territory already had a smartphone,
and a further 16% intended to get one. Smartphone users
were the only media audience where males outnumbered
females in 2011, Ipsos noted.
■■ Nearly 71% of Ipsos respondents said they had visited
social media sites in the month prior to polling in 2011.
Social networking demonstrated wide appeal across all
age groups. Most social networkers in Hong Kong were
moderately well-to-do, Ipsos indicated. But it was not
possible to get a very clear idea of the distribution of social
network use by income level because 41% of those polled
did not wish to reveal their financial status.
■■ Spending on all measured media in Hong Kong passed
$2 billion in 2011 and will approach $2.14 billion this year,
according to the “Advertising Expenditure Forecasts” published
by ZenithOptimedia.TV remains the leading platform for local
advertisers, with spending estimated at $762 million in 2012.
Within two years, expenditure on television ads is expected
to hit $800 million. Some $45 million will be spent on online
display ads in 2012 and $60 million in 2014, ZenithOptimedia
predicts. Spending on search advertising was not included in
these forecasts.
POPULATION
millions
Population in Hong Kong, 2010-2020
7.1 7.2 7.2 7.3 7.3 7.3
2010
7
14
2012 2014 2016 2018 2020

Hong Kong
MEDIA
% of population
Media Penetration in Hong Kong, 2011
TV viewers* 85.0%
Social network users** 70.8%
Newspaper readers*** 70.4%
Internet users* 66.7%
Magazine readers*** 41.4%
Pay-TV viewers* 37.6%
Radio listeners* 37.1%
Smartphone owners 31.2%
Note: ages 12-64; *used yesterday; **visited in the past month; ***read
regularly
Source: Ipsos, "Media Atlas Hong Kong, Q1-Q4 2011," 2012; provided by
Starcom MediaVest Group, June 1, 2012
% of total
Demographic Profile of Media Users in Hong Kong,
2011
Gender
Male
Female
Age
12-19
20-29
30-39
40-49
50-59
60-64
Monthly personal income (HKD)
<10K
10K-25K
25K-50K
50K+
Refused/no
response
Note: ages 15-64; *used yesterday; **read regularly
48.9%
51.1%
17.0%
25.2%
23.2%
20.7%
11.2%
2.7%
11.6%
35.1%
9.1%
2.7%
41.5%
45.9%
54.1%
12.4%
18.6%
20.2%
22.4%
20.1%
6.3%
15.1%
32.2%
7.1%
2.2%
43.4%
45.6%
54.4%
11.8%
17.4%
19.8%
23.4%
20.7%
6.9%
15.0%
32.5%
6.9%
1.9%
43.7%
48.4%
51.6%
9.7%
16.6%
19.7%
24.9%
21.3%
7.8%
14.0%
32.6%
9.0%
3.1%
41.3%
48.9%
51.1%
5.7%
12.2%
19.3%
27.0%
25.9%
9.9%
15.5%
34.9%
7.9%
2.8%
38.9%
40.1%
59.9%
10.8%
20.7%
24.2%
23.5%
16.2%
4.6%
14.0%
32.6%
9.0%
3.1%
41.3%
47.0%
53.0%
10.5%
15.7%
20.2%
23.7%
22.5%
7.4%
15.6%
33.3%
7.8%
2.4%
40.9%
Internet users*
Mobile phone owners
TV viewers*
Pay-TV viewers*
Radio listeners*
Magazine readers**
Newspaper readers**
INTERNET
% of total
Demographic Profile of Internet Users in Hong Kong,
2011
Note: used yesterday
Gender Age
Female
51.1%
Male
48.9%
12-19
17.0%
20-29
25.2%
30-39
23.2%
40-49
20.7%
50-59
11.2%
60-64
2.7%
<10K
11.6%
10K-25K
35.1%
25K-
50K
9.1%
50K+
2.7%
Refused/
no response
41.5%
% of total
Demographic Profile of Social Network Users
in Hong Kong, 2011
Note: visited in the past month
Gender Age
Female
53.0%
Male
47.0%
12-19
16.5%
20-29
24.6%
30-39
23.1%
40-49
21.2%
50-59
11.9%
60-64
2.7%
<10K
12.5%
10K-25K
35.1%
25K-
50K
8.7%
50K+
2.7%
Refused/
no response
41.0%

Hong Kong
MOBILE
% of total
Demographic Proﬁle of Mobile Phone Owners
in Hong Kong, 2011
Gender Age
Female
54.1%
Male
45.9%
12-19
12.4%
20-29
18.6%
30-39
20.2%
40-49
22.4%
50-59
20.1%
60-64
6.3%
<10K
15.1%
10K-25K
32.2%
25K-
50K
7.1%50K+
2.2%
Refused/
no response
43.4%
% of total
Demographic Proﬁle of Smartphone Owners
in Hong Kong, 2011
Gender Age
Male
52.3%
Female
47.7%
12-19
13.1%
20-29
29.8%
30-39
25.8%
40-49
20.5%
50-59
9.0%
60-64
1.8%
<10K
9.6%
10K-25K
40.6%
25K-
50K
11.5%
50K+
4.3%
Refused/
no response
34.0%
AD SPENDING
millions
Ad Spending in Hong Kong, by Media, 2005-2014
TV
Newspapers
Outdoor
Magazines
Radio
Online display
Cinema
Total
2005
$529
$413
$96
$307
$37
$0
$0
$1,383
2010
$640
$508
$246
$289
$64
$24
$1
$1,771
2011
$725
$581
$333
$321
$66
$41
$0
$2,067
2012
$762
$592
$340
$331
$66
$45
$0
$2,136
2013
$784
$610
$350
$334
$67
$50
$0
$2,196
2014
$800
$628
$357
$337
$68
$60
$0
$2,251
Note: in US$; converted at the exchange rate of US$1=HKD7.78; numbers
may not add up to total due to rounding

India
■■ India’s population is rising by about 30 million each year
and will pass 1.2 billion in 2012, according to the US Census
Bureau. These increases ensure a constantly expanding
pool of labor, a key driver of India’s burgeoning economy.
High levels of personal saving and rising investment will
also fuel activity. As India plays a larger role on the world
stage, though, some improvements will be necessary. The
EIU has pointed to several long-term obstacles to business
efficiency, including “poor policymaking, infrastructure
bottlenecks and shortages of skilled labor.” According to
the same source, Indian GDP rose 9.6% in 2010–2011, but
growth in the year to March 2012 was only 6.9%. Based on
these and other indicators, the EIU recently cut its growth
forecast for the 2012–2013 financial year from 7% to 6.1%.
Data from the IMF also points to a modest, temporary
slowdown. This source put 2011 GDP gains at 7.1% and has
forecast annual growth of 6.1% in 2012 and 6.5% in 2013.
This remains a very healthy outlook when many countries
are facing—or experiencing—a recession.
■■ Ad spending on all measured media in India—including TV,
radio, magazines, newspapers, outdoor, cinema, mobile,
internet and directories—will leap by 14% this year, eMarketer
estimates, to an impressive $7.76 billion.Within three years,
the value of this market will rise to $10.89 billion.According
to ZenithOptimedia’s “Advertising Expenditure Forecasts,”
newspapers will continue to account for the largest share of
advertising spending between now and 2014, followed by TV.
The internet is expected to remain the fourth largest category
by spending throughout the forecast period.
■■ Digital ad spending in India rose 40% in 2011, eMarketer
calculated, and will grow almost as fast in 2012 and 2013.
Annual growth rates above 30% will persist through 2016,
driving spending to $1.65 billion that year. Despite these
impressive sums, the heyday of internet advertising in India
is clearly some years ahead. Digital advertising will total
some $480 million in 2012, a mere 6.1% of India’s total media
spending. Mobile advertising, in particular, has a long way to
go. Spending on mobile search and display ads (excluding
message-based formats) will be less than $10 million this year,
eMarketer estimates, but will exceed $100 million in 2016.
■■ TV is India’s most popular and widespread traditional media
platform. Free-to-air broadcast and satellite channels
reached 84% and 77.7%, respectively, of residents ages
12 and older in 2011, according to Media Research Users
Council (MRUC) and Hansa Research. Newspapers trailed
with 56% penetration, and only 19% of respondents said
they listened to radio programming at least once per week.
■■ India covers more than 1.2 million square miles, and much of
that area lacks modern infrastructure. For example, broadband
will reach just 5.5% of Indian households in 2012, according
to eMarketer. Inevitably, high-speed communications are
concentrated in urban centers.This helps to explain why the
internet still registers extremely low penetration in the country.
In 2011, MRUC/Hansa calculated that 8.9% of residents ages
12 and older went online each month. In fact, this was a classic
early-adopter audience. Nearly 60% of web users were ages 16
to 29, MRUC/Hansa reported, and around 38% came from the
most affluent households.Web usage in rural communities is
rising steadily, however.A recent I-Cube report by the Internet
and Mobile Association of India (IAMAI) and IMRB (Indian
Market Research Bureau) estimated that 31 million people in
rural areas were online at least once per month.A number
of respondents claimed that they had used the internet, but
did not access it regularly.Among regular rural users, 58%
went online at cybercafes or community service centers, the
IAMAI reported.
■■ The number of people online in India will nearly double
between 2012 and 2016, rocketing from 107.3 million to
193.8 million, eMarketer predicts. Yet even then, penetration
will barely exceed 15% of the entire population. And as
levels of home and work connections remain comparatively
low, shared access (at a neighbor’s house or internet cafe,
for example) will continue to play a key role in India’s online
habits. comScore reported that in December 2011, the
number of web users ages 15 and older taking advantage of
such shared access was almost as high as the number with
a dedicated connection at home or work. This pattern is
linked to another central feature of India’s online population,
its youth. comScore calculated that an astonishing 75% of
web users in the country were ages 15 to 34 in late 2011—a
far higher share than in Asia-Pacific as a whole (55%).
■■ By comparison,mobile phones are fast becoming a major
communications platform.MRUC/Hansa Research found that
85.7% of respondents ages 12 and older were mobile phone
owners in 2011.Moreover,mobile ownership was widely
distributed across age and income groups.eMarketer estimates
that 470 million Indian residents of all ages will use a mobile
phone at least once per month in 2012.By 2016,over 684
million—54% of the population—will be monthly mobile users.
■■ As one would expect in a country with significant poverty
levels, India’s smartphone audience is relatively small, but it
is growing quickly. Some 16% of all mobile users in India will
have an advanced handset in 2012, eMarketer has forecast.
That proportion is set to reach 26% in 2016, as the number
of smartphone owners approaches 178 million.

India
■■ India’s mobile web is another marketplace poised for
explosive development. The number of mobile internet
users rose 115% in 2011, eMarketer estimates, and will top
84 million in 2012. Only 7% of the entire population will use
a mobile device to go online this year, but the rapid rise in
mobile and smartphone penetration will continue to push
usage up in future years.
■■ Males dominated all media audiences in 2011, according to
MRUC/Hansa, especially among consumers of print media.
But the largest gender gap was evident online, where more
than three-quarters (76.5%) of users were male in 2011.
Figures from the Global WebIndex Wave 6, cited in ADMA’s
“Digital Marketing Yearbook 2012,” put the proportion of
women on the web even lower, at a mere 16.9% in 2011.
Historically, literacy rates and average income have both
been substantially higher among men than women in India.
■■ A majority of India’s web users are social networkers.
eMarketer estimates that 71% of those online will visit
social sites at least once per month in 2012. Because web
penetration is so low, only a tiny fraction (6.3%) of the
country’s population is engaged with social networking.
Nonetheless, even that fraction represents an audience of
76 million. Facebook is already a major force in this market
and gaining further influence. Almost one-third of web users
in India will use Facebook at least once per month this
year, eMarketer predicts. By 2013 some 90% of all social
networkers in the country will be active Facebook members.
POPULATION
billions
Population in India, 2010-2020
1.17 1.21 1.24 1.27 1.30 1.33
2010
1
2
2012 2014 2016 2018 2020
MEDIA
% of population
Media Penetration in India, 2011
TV viewers (1) 84.0%
Satellite TV viewers (1) 77.7%
Newspaper readers (2) 56.0%
Radio listeners (1)19.0%
Magazine readers (3)16.1%
Internet users (4)8.9%
Note: ages 12+; (1) use at least once per week; (2) read daily; (3) read last
issue (weekly, biweekly or monthly publications); (4) use at least once per
month
Source: Media Research Users Council (MRUC) and Hansa Research, "IRS
Oct 2010-Sep 2011," Q4 2011; provided by Starcom MediaVest Group, June
1, 2012
% of total
Demographic Proﬁle of Media Users in India, 2011
Gender
Male
Female
Age
12-15
16-19
20-29
30-39
40-49
50+
Socioeconomic status
A
B
C
D
E
76.5%
23.5%
10.1%
21.0%
38.2%
15.8%
9.1%
5.8%
37.9%
29.0%
17.8%
9.6%
5.7%
53.2%
46.8%
11.0%
11.3%
24.5%
20.6%
15.8%
16.8%
12.4%
19.0%
22.6%
22.8%
23.2%
52.5%
47.5%
11.7%
11.4%
24.1%
20.5%
15.6%
16.7%
12.4%
18.7%
22.3%
22.6%
24.0%
52.6%
47.4%
10.8%
10.9%
23.6%
20.4%
16.0%
18.3%
13.6%
20.1%
23.1%
22.0%
21.2%
56.9%
43.1%
10.9%
13.7%
26.5%
20.1%
14.5%
14.2%
17.4%
19.6%
21.7%
21.2%
20.1%
57.9%
42.1%
9.7%
14.1%
28.8%
20.5%
13.5%
13.4%
28.7%
26.7%
21.9%
14.5%
8.2%
62.7%
37.3%
10.5%
12.6%
25.0%
20.6%
15.3%
16.0%
17.3%
23.6%
24.6%
20.4%
14.1%
Note: ages 12+; (1) use at least once per month; (2) use at least once per
week; (3) read last issue (weekly, biweekly or monthly publications); (4)
read daily; numbers may not add up to 100% due to rounding
Source: Media Research Users Council (MRUC) and Hansa Research,
"IRS Oct 2010-Sep 2011," Q4 2011; provided by Starcom MediaVest Group,
June 1, 2012
Internet users (1)
Mobile phone owners
TV viewers (2)
Satellite TV viewers (2)
Radio listeners (2)
Newspaper readers (4)

India
INTERNET
Internet Users and Penetration in India, 2011-2016
2011
83.2
7.0%
31.4%
2012
107.3
8.9%
28.8%
2013
133.1
10.9%
24.1%
2014
155.8
12.6%
17.1%
2015
175.2
14.0%
12.5%
2016
193.8
15.3%
10.6%
device at least once per month
Penetration in India, 2011 & 2012
FICCI, March 2012
Technopak Advisors, April 2012
IAMAI, Nov 2011 (2)
BCG, April 2012
VisiSense, Aug 2012 (3)
comScore Inc., March 2012 (4)
Internet user penetration (% of population)
Pew Global Attitudes Project, Dec 2011 (5)
Forrester Research, Jan 2012 (6)
ITU, July 2012
MRUC and Hansa Research, Oct 2011 (7)
2011
132.0
83.2
101.0
97.0
92.0
91.4
73.0
44.6
7.0%
-
27.0%
10.1%
8.9%
7.6%
2012
180.0
107.3
-
-
-
-
-
-
8.9%
7.0%
-
-
-
-
any device at least once per month; (2) used in the past month; (3) 2012
data is for June; (4) ages 15+; home and work locations; three-month
average for Q4 2010 and Q4 2011; (5) ages 18+; use at least occasionally;
(6) urban India; use at least monthly; (7) ages 12+; use at least once per
month
% of total
Demographic Proﬁle of Internet Users in India, 2011
Note: use at least once per month
Source: Media Research Users Council (MRUC) and Hansa Research,
"IRS Oct 2010-Sep 2011," Q4 2011; provided by Starcom MediaVest Group,
June 1, 2012
Gender Age
Socioeconomic status
Male
76.5%
Female
23.5%
12-15
10.1%
16-19
21.0%
20-29
38.2%
30-39
15.8%
40-54
9.1%
50+
5.8%
A
37.9%
B
29.0%
C
17.8%
D
9.6%
E
5.7%
in India, 2010-2016
Households (millions)
—% change
Subscriptions (millions)
—% change
2010
10.0
43.6%
4.0%
10.9
40.0%
2011
12.2
22.1%
4.8%
13.3
21.8%
2012
14.2
16.8%
5.5%
15.7
17.8%
2013
17.1
20.0%
6.5%
18.3
16.9%
2014
19.7
15.6%
7.4%
21.0
14.8%
2015
21.2
7.3%
7.8%
22.5
7.2%
2016
22.6
6.8%
8.2%
24.1
6.8%
Note: eMarketer benchmarks its India broadband subscription numbers
against the Telecom Regulatory Authority of India (TRAI), for which the last
full year measured was 2010; includes connections with permanent access
to the internet via cable modem, DSL and wireless/satellite technologies;
excludes mobile

E marketer the_global_media_intelligence_report_2012

E marketer the_global_media_intelligence_report_2012

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to E marketer the_global_media_intelligence_report_2012

Similar to E marketer the_global_media_intelligence_report_2012 (20)

More from AdCMO

More from AdCMO (20)

E marketer the_global_media_intelligence_report_2012