While Vendors / Advertisers Tend to ‘Pay’ onDesktop Internet (via Advertising + eCommerce)… Revenue Mix for Top 50 Global Internet (ex. Data Access) Companies 2008 – $91B Users Pay for Instant Access Advertising 40% eCommerce 35% Digital Content (Music, Video…) 5% Paid Services 25% Note: eCommerce is limited to online retail goods sales; paid services include online banking, travel services…; top 50 global Internet companies ranked by 2008 revenue. Source:FactSet, company data, Morgan Stanley Research.51
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