*News Consumers Skew Heavily Towards Males Age 45 and Older*
Kuala Lumpur, Malaysia, August 27, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its July 2010 ranking of the top News/Information sites in Malaysia from its comScore Media Metrix service. The report found that more than half of Malaysians online visited a News/Information site in July 2010, reaching more than 5.5 million visitors. Yahoo! News led the category with the most unique visitors, with TheStar.com.my securing the position of most-visited local news brand.
“News sites combine both significant reach and user engagement, making them an ideal destination for many brand advertisers,” said Joe Nguyen, comScore vice president for Southeast Asia. “Similar to offline news-reading habits, online readers displayed strong brand loyalty to their preferred news sources. Of the top five local news destinations, only 1 out of 4 Malaysians visited more than one of these sites during the month.”
Half of Malaysians Online Visit News/Information Sites
The remainder of the list was largely dominated by local news and information attracting strong user engagement. TheStar.com.my was the top local brand in the ranking reaching 788,000 visitors, with an average visitor spending 16 minutes on the site during July and consuming 18 pages of content on average. Malaysiakini.com reached 547,000 visitors, with users consuming 33 pages on average and spending 16 minutes on the site during the month, while the New Straits Times’ Hmetro.com.my saw 545,000 unique visitors, with visitors averaging 20 pages and spending more than 20 minutes on the site.
Top News/Information Sites by Unique Visitors July 2010 Total Audience, Age 15+ – Malaysia Home & Work Locations* Source: comScore Media Metrix |
|||
Total Unique Visitors (000) |
Average Minutes per Visitor |
Average Pages per Visitor |
|
Total Internet : Total Audience |
9,927 |
908.9 |
1,239 |
News/Information |
5,507 |
26.8 |
37 |
Yahoo! News |
1,195 |
5.5 |
7 |
New York Times Digital |
873 |
4.3 |
4 |
THESTAR.COM.MY |
788 |
16.2 |
18 |
MALAYSIAKINI.COM |
547 |
16.3 |
33 |
HMETRO.COM.MY |
545 |
20.7 |
20 |
UTUSAN.COM.MY |
523 |
15.5 |
24 |
BHARIAN.COM.MY |
474 |
12.6 |
15 |
CNN Network |
394 |
6.7 |
11 |
BBC |
386 |
9.9 |
10 |
MSN News |
362 |
29.5 |
40 |
KOSMO.COM.MY |
343 |
18.3 |
21 |
MSNBC |
265 |
12.3 |
17 |
CHINAPRESS.COM.MY |
217 |
21.0 |
17 |
TOPIX.COM |
206 |
7.3 |
6 |
HARAKAHDAILY.NET |
200 |
19.1 |
38 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
News Consumers Skew Strongly Towards Older Male Demographic Segments
Demographic Profile of Visitors to the News/Information Category July 2010 Total Audience, Age 15+ – Malaysia Home & Work Locations* Source: comScore Media Metrix |
||
|
% Composition Pages |
Composition Index Page Views |
Total Internet: Total Audience |
100.0% |
100 |
All Males (15+) |
63.0% |
115 |
Male: 15-24 |
12.1% |
52 |
Males: 25-34 |
15.0% |
110 |
Males: 35-44 |
19.0% |
173 |
Male: 45-54 |
8.7% |
214 |
Male: 55+ |
8.2% |
283 |
All Females (15+) |
37.0% |
81 |
Female: 15-24 |
9.7% |
52 |
Females: 25-34 |
8.8% |
77 |
Females: 35-44 |
9.8% |
104 |
Female: 45-54 |
4.1% |
109 |
Female: 55+ |
4.6% |
206 |
*Composition Index Page Views = % of Classifieds Page Views / % of Total Internet Page Views x 100; Index of 100 indicates average representation.