Asia/Pacific (Excluding Japan) New Media Market Model Version 1.3

This IDC Update incorporates the latest insights into the trends with regard to online consumer habits. Looking at various aspects of the digital marketplace, the model provides updated estimates of the market size for 2007 and forecasts trends up to 2012.

Key refinements over the previous version of the model are:

• All 13 markets within the Asia/Pacific (excluding Japan) or APEJ region have now been included. Australia, China, Hong Kong, Korea, New Zealand, Taiwan, and Vietnam are the new additions.
• Mobile Internet users are now estimated and projected as unique users, that is, they utilize mobile devices or handhelds as the main method of online access. There is no double counting of such persons with users who access the Internet primarily through desktop or laptop computers.
• Mobile ad spends are now available in all APEJ markets covered in the model, and are segregated by SMS/MMS versus mobile Internet revenue.
• For the ease of comparison across markets, all online economies have already been aligned with a unified currency platform of U.S. dollar in the previous version of this model. In this updated version, recent foreign exchange rate fluctuations have been accounted for in all money estimates and forecasts till 3Q08.
• Following further input from market sources, small downward adjustments have been made to the penetration of various Web-based applications and services, such as in online gaming, general search, and Internet email usage.