The report found that Portals commanded the largest share of online minutes, accounting for 24.4% of total time in Greater China, followed by the Entertainment, Search/Navigation, Social Networking and Retail site categories. These five categories combined accounted for half of all time spent online in Greater China during April.
According to the report, Internet users age 15 and older accessing the Internet in Greater China allocated the largest share of their time online to Portal sites in April. During the month:
Xinyu Huang, newly appointed comScore senior vice president of Greater China, notes that "The digital environment is... growing and evolving... (in) Greater China... agencies, advertisers and publishers need reliable audience metrics to support burgeoning digital economies... comScore supports this growth... (with) digital measurement solutions... "
Top Web Categories by% of Time Spent April 2011 (Total Audience Greater China Age 15+; Home & Work Locations)
% Share of Total Online Minutes
Source: comScore Media Metrix, June 2011 (Greater China refers to the aggregate of Mainland China, Taiwan and Hong Kong.Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs)
Analysis of the most-visited sites across these categories showed Tencent, Inc. leading as the top Portal in Greater China reaching 64.4% of all Internet users in the market. Online video provider Youku, Inc. led as the largest Entertainment site reaching, while Baidu.com Inc. ranked as the largest Search/Navigation property.
Oak Pacific Interactive Sites, which includes Renren.com, led as the most-visited Social Networking destination in Greater China reaching 17.8% of unique visitors, while Alibaba.com Corporation held the #1 spot among Retail destinations.
Top Site Categories by Reach of Unique Visitors in April 2011 (Total Audience Greater China, Age 15+; Home & Work Locations)
Top Site in Category
% Reach of Total Unique Visitors
Oak Pacific Interactive Sites
Source: comScore Media Metrix, June 2011
For more about the report and comScore media measurement participation in the greater Chinese market, please visit here.