The report found that 88.5% of Hong Kong's Internet population viewed video online in March, with visitors averaging more than 10 hours of video viewing per person during the month.
"Online video viewing has become nearly synonymous with Internet usage in Hong Kong," said Victor Cheng, comScore director for Hong Kong. "Of the six Asia-Pacific markets where comScore currently measures online video, Hong Kong posted the highest penetration of viewing, demonstrating the importance of this platform as a vehicle to reach and engage consumers in this highly advanced digital media market."
In March, Internet users in Hong Kong (aged 15 and older) watched 447 million videos, with Google sites ranking as the top video property with 234.2 million videos, representing 52.4% of all videos viewed online. YouTube.com accounted for more than 99% of all videos viewed at the Google property. Tudou Sites ranked second with 16.3 million videos viewed, representing 3.6% of the market, followed closely by Youku with 16.2 million videos, also at 3.6%. Facebook.com (12.3 million videos, 2.8% share) and Oriental Press Group (6.4 million videos, 1.4% share) rounded out the top five.
| Top Video Properties Based on Total Videos Viewed March 2010 | ||
|---|---|---|
| Total Audience Hong Kong, Age 15+ - Home & Work Locations** | ||
| Source: comScore Video Metrix | ||
| Videos (000) | Share of Videos | |
| Total Internet : Total Audience | 446,959 | 100.0% |
| Google Sites | 234,234 | 52.4% |
| Tudou Sites | 16,288 | 3.6% |
| Youku | 16,198 | 3.6% |
| Facebook.com | 12,304 | 2.8% |
| Oriental Press Group | 6,433 | 1.4% |
| Next Media Interactive Ltd. | 5,596 | 1.3% |
| Television Broadcasts Limited | 4,950 | 1.1% |
| 56.com | 4,065 | 0.9% |
| Yahoo! Sites | 3,331 | 0.7% |
| Microsoft Sites | 2,081 | 0.5% |
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
More than 3.6 million viewers in Hong Kong watched an average of 123 videos per viewer during the month of March. Google Sites attracted the largest video audience with 2.4 million unique viewers during the month (97.5 videos per viewer), followed by Facebook.com with 1.3 million viewers (9.6 videos per viewer) and Youku with 786 000 viewers (20.6 videos per viewer).
| Top Video Properties Based on Total Unique Visitors March 2010 | ||
|---|---|---|
| Total Audience Hong Kong, Age 15+ - Home & Work Locations** | ||
| Source: comScore Video Metrix | ||
| Total Unique Viewers (000) | Videos per Viewer | |
| Total Internet : Total Audience | 3,619 | 123.5 |
| Google Sites | 2,403 | 97.5 |
| Facebook.com | 1,278 | 9.6 |
| Youku | 786 | 20.6 |
| Yahoo! Sites | 721 | 4.6 |
| Television Broadcasts Limited | 599 | 8.3 |
| Tudou Sites | 599 | 27.2 |
| Next Media Interactive Ltd. | 488 | 11.5 |
| SUNZONEHK.com | 292 | 1.8 |
| FC2 inc. | 263 | 7.3 |
| Oriental Press Group | 263 | 24.5 |
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
Go to: http://www.comscore.com
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