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comScore, earlier this month released a comprehensive study of internet usage covering 10 countries in Asia Pac. This is great and information abounds on the US market but much less so for Asia. So thanks, comScore! Read their press release here.

Some tables (click to enlarge):

asia-pac-online-audience-comscore-july-2007.jpg
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

**Estimated Users age 15+ active within 30 days from Home or Work computer as a percentage of total country population age 15+.

*** Total Asia-Pacific, including countries other than the 10 countries that comScore provides individual country-level reporting.

comscore-top-3-asia-pacific-properties-july-2007.jpg

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

** Total Asia-Pacific, including countries other than the 10 countries that comScore provides individual country-level reporting.

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I remember spending hours in a Langkawi beach with a number of beers in a star washed beach pondering the size of the universe, how far it extended, where it ended and what was beyond where it ended. And if there was a beyond after its end, was that part of the universe or not. If not, what is the definition of the universe? The beer and sunrise would get the better of the night and the conversation would end with the conclusion that the universe was expanding; which is a pseudo intellectual way of copping out of the inevitably inconclusive and meandering contemplation.

Now, the question of this age is how large is the World Wide Web? Evidently, like the universe, the WWW is expanding. I think that proposition, not many will disagree with. So, once again, we have established the cop out answer; an escape valve. So, now that we are on safe ground, what is the size of the World Wide Web?

According to pandia.com, the size of the WWW in 2000 was some 7 million sites which was a 50% increase over the previous year. OK, 2000 was a long time ago as far as net life is concerned. Let’s look at a more recent study. According to a study by Antonio Gulli and Alessio Signorini the size of the indexable web is a staggering 11.5 billion pages as at the end of January 2005!

Now according to the CIA World Factbook, the population of the entire world (July 2006 estimate) is 6,525,170,264. That works to about 17.6 pages per each and single person in the entire world. Probably more because presumably at July 2006 there were more than 11.5 billion web pages.

If you however, take the internet penetration of 16.6% or 1,093,529,692 (as of January 2007) according to internetworldstats.com , that works out to be over 105 pages per internet user (based on 11.5 billion pages). I’m not sure how many percentage of internet users actually create content but I assume it’s not very high (I’m guessing less than half). This means a bunch of people are creating a whole lot of pages for the rest of us to aimlessly go click crazy around.

The problem is that while searching for this information, it is clear that, like the universe, no one really knows how big the WWW is. OK, I’ve thrown out the 11.5 billion figure from the Antonio Gulli and Alessio Signorini study. However, in 2005 Yahoo! announced that its search engine index contained more than 19.2 billion documents.

Another study claims between 15 to 30 billion….

So, like the beer lined question of my teenage years, “how big is the universe”, the question of the teens of today is, “how big is the world wide web”.

The answer, like the answer in my youth is the cop out “no one knows but it’s expanding”

Whatever the answer, each generation has it’s imponderable, perhaps even rhetorical question to wile away countless hours while downing the lager. Perhaps in the distant future, after all of us are dead, the raging debate could be whether the World Wide Web was created or did it evolve from a primordial soup.

In the meanwhile, I add another web page in this ever expanding universe.


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Internet World Statistics

According to the above chart Asia leads the way in total number of internet users. However, this should not be confused for penetration as Asia boasts 56.5% of the worlds population. You can see the actual penetration figures below.

Internet Penetration

Still when considering marketing, it’s not only penetration that matters but absolute numbers.

In the past, penetration would be equally important due to the nature of traditional media, it would be more effective from a CPM POV to go after a highly penetrated market. However, while this remains true to a certain extent, the impact of penetration is lower due to the wide spread and reach of the digital media.

The only thing that really holds back efficiency in mass communications through the digital media really is language. An English viral marketing piece through Youtube for example will have limited impact in a market like China.

However, looking at the macro view, the prevalance of the digital media may even lead to a more rapid diffision of a common global language. And at the moment, it’s looking like it’s going the way of the English language (or at least its variation in its perpetually evolving form)… no room for English language purists in the digital space, I’m afraid… or should I say, IMHO

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