New research by Comscore finds that Vietnam has the largest Internet audience in Southeast Asia. Furthermore the audience is grew 14% in the past year and added another two million Internet users. The growth rate in Philippines was greater with 22% in the past year. There was little or no growth in Malaysia and Singapore as shown on the Comscore table (Click on table to enlarge)
In terms of market share of media adspend on the Internet all six countries are below the Asia-Pacific average of 17.8%. ZenithOptimedia records that the Internet share of media adspend in 2012 was 7.5% in Singapore, 3.2% in Philippines, 3% in Malaysia, 1.2% in Vietnam, 0.5% in Thailand and 0.03% in Indonesia.
With the increase in the Internet audience it is logical that Internet adspend will follow. As previously mentioned this will be a regulatory challenge as the Internet is cross-border.
The Comscore report can be downloaded from http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Southeast_Asia_Digital_Future_in_Focus
