Malaysian Internet Usage Driven Primarily by People in Central Region

*comScore Expands Segmentation Capabilities in Malaysia to include Geographic Region-Based Reporting*

Kuala Lumpur, Malaysia, October 7, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the availability of geographic region-based reporting in Malaysia, further enhancing comScore’s segmentation capabilities within the market. The new regional reporting gives advertisers, publishers and agencies increased insight into Internet usage across six regions within the country including the Central, Southern, East Coast, Northern, Sabah and Sarawak regions.

“The ability to segment Internet users by geographic region provides an additional level of audience granularity for the industry,” said Joe Nguyen, comScore vice president for Southeast Asia. “Often regions within Malaysia vary dramatically in their demographic composition and online behaviors, including content consumption and brand loyalty, making regional audience metrics an important part of media planners’ toolkits.”

Visitors from the Central Region Account for More than Half of Time Spent Online in Malaysia

August data revealed that the Central region, which consists of Negeri Sembilan, Selangor and Kuala Lumpur, led as the most dominant region for online usage, accounting for 54.4 percent of the total Internet audience, 51.3 percent of pages consumed and 52.6 percent of minutes spent online in the country. Visitors in the Northern region — which includes Kedah, Perak, Perlis and Pulau Pinang — accounted for nearly 15 percent of visitors and more than 16 percent of total pages consumed and minutes spent. The Northern region was also home to the most-engaged users in August, with an average visitor from this region spending 16.6 hours online during the month and consuming an average of 1,392 pages.

Regional Breakdown in Malaysia
August 2010
Total Malaysia Internet Audience*, Age 15+ – Home & Work Locations
Source: comScore Media Metrix
  % Composition Unique Visitors % Composition Pages % Composition Minutes Average Hours per Visitor Average Pages per Visitor
Total Audience 100.0 100.0 100.0 15.2 1,234
Region in Malaysia          
Central Region 54.4 51.3 52.6 14.7 1,164
Southern Region 14.9 15.9 15.3 15.6 1,324
East Coast 4.0 4.1 4.1 15.7 1,278
Northern Region 14.9 16.8 16.2 16.6 1,392
Sabah 5.9 6.0 6.2 15.9 1,238
Sarawak 5.9 5.9 5.6 14.3 1,216

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Online Behaviors Vary by Region

An analysis of select online site content categories in Malaysia found that visitor trends varied considerably by region. Online users in the Sabah region were 28 percent more likely to visit a Travel site than an average Malaysian Internet user, while visitors in the Sarawak region were 48 percent more likely to frequent a Gambling site. Online users from the East Coast region were most likely to visit the Newspapers category (index of 122), while Southern region visitors were 12 percent more likely to frequent online Personals sites. Social Networking and Retail demonstrated more balanced visitation with an index near 100 across all regions.

Regional Profile of Visitors to Select Content Categories
August 2010
Total Malaysia Internet Audience*, Age 15+ – Home & Work Locations
Source: comScore Media Metrix
Region Composition Index Unique Visitor by Region**
Travel Retail Online Games Gambling Social Networking Personals Banking Newspapers
Central Region 102 99 93 86 100 106 106 100
Southern Region 93 102 106 115 99 112 94 96
East Coast 71 100 104 86 102 81 89 122
Northern Region 89 99 109 116 101 77 90 109
Sabah 128 96 116 115 101 104 107 97
Sarawak 117 105 104 148 98 85 91 76

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
**Composition Index = % Composition of Visitors to Category / % Composition of Total Malaysian Internet Audience X 100; Index of 100 indicates average representation.

*Source: comScore

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