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).