TOKYO, Oct 14, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a study of online gaming in the Asia-Pacific region based on data from the comScore World Metrix Service. The report found that 51 percent of the Asia-Pacific Internet population visited gaming sites in August 2008, spending an average of 87 minutes on the sites, and averaging 11.5 visits per visitor during the month.
"Online gaming is one of the largest and most engaging site categories in the region, which represents an attractive opportunity for advertisers," said Will Hodgman, comScore executive vice president for International. "This audience defines digital 'active engagement' -- a combination of frequency and duration -- that yields a ripe environment for advertisers."
China Posts Highest Penetration Rate of Online Gaming in Region
China led the Asia-Pacific region in online gaming penetration in August. Nearly 55 percent of China's online population visited gaming sites during the month, representing more than 90 million users. Singapore followed with nearly 50 percent penetration, followed by Australia with 45 percent penetration. India reported the lowest penetration with only 27 percent of its online population visiting a gaming site in August.
South Korea's users led the region in the most time spent on gaming sites with visitors averaging more than three hours per person during the month and visiting gaming sites an average of 13 times. Taiwan showed the second highest level of engagement with 151 minutes per visitor, followed by Hong Kong (143 minutes per visitor) and Singapore (140 minutes per visitor).
Gaming Usage by Asia-Pacific Region August 2008 Total Asia-Pacific Internet Audience*, Age 15+ -- Home & Work Locations Source: comScore World Metrix Games Total Average Average % Reach Unique Minutes Visits Visitors per per (000) Visitor Visitor Asia Pacific** 51.1 199,081 86.8 11.5 China 54.9 90,292 69.8 13.0 Singapore 49.6 1,172 140.0 13.0 Australia 44.7 5,032 125.2 11.3 Taiwan 42.4 4,465 151.0 15.5 New Zealand 41.1 926 134.5 9.9 South Korea 40.5 10,715 189.6 13.0 Malaysia 40.2 3,463 130.8 11.9 Japan 39.8 22,830 76.1 10.0 Hong Kong 36.9 1,388 142.9 13.1 India 27.4 8,295 45.4 4.3 *Excludes searches from public computers such as Internet cafes or access from mobile phones or PDAs. **Improvements to universe estimates in certain Internet markets have recently been made. We caution against trending with data prior to July 2008.
QQ.com Games Ranks as Most Visited Online Gaming Site in Asia-Pacific Region
An analysis of the top 10 most visited gaming sites in the region reveals that QQ.com Games, which is part of China-based Tencent, ranks as the most-visited gaming site with more than 44 million visitors in August, more than double the size of the next site in the top 10. Yahoo! Games captured the second position with 20.2 million visitors, followed closely by 4399.com with 20 million visitors.
QQ.com Games also led as the most engaging gaming site in the region with visitors averaging nearly 47 minutes on the site in August, followed by 4399.com (38 minutes), and Yahoo! Games (35 minutes).
Top 10 Game Sites in Asia-Pacific by Visitors August 2008 Total Asia-Pacific Internet Audience*, Age 15+ -- Home & Work Locations Source: comScore World Metrix Total Unique Average Visitors (000) Minutes per Visitor Total Internet : Total Audience Asia-Pacific** 389,593 1,156.9 Games 199,081 86.8 QQ.COM Games 44,131 46.5 Yahoo! Games 20,211 34.5 4399.COM 20,059 37.9 Nexon Corporation 18,694 29.0 17173.COM 16,671 21.2 SDO.COM 15,451 15.0 Spil Games 14,911 31.9 SINA Games 14,780 10.6 9WEE.COM 10,460 28.4 52PK.COM 8,434 5.2 *Excludes searches from public computers such as Internet cafes or access from mobile phones or PDAs. **Improvements to universe estimates in certain Internet markets have recently been made. We caution against trending with data prior to July 2008.
comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit http://www.comscore.com/boilerplate.
SOURCE comScore, Inc.
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