Google might be 'the most popular' Web destination... but not in the Asia Pacific (APAC) region...

So reveals the first 'comprehensive' study of APAC conducted by Internet research firm, comScore.

Covering 10 of APAC's largest countries, and nearly one-third of the world's Internet users, the study shows Google trailing behind competition either at second or third spot.

Numero uno is Yahoo!, most popular in Hong Kong, India, Japan, Malaysia, Singapore, and Taiwan.

Microsoft domains remain the most visited in Australia, China, and New Zealand.

Whereas, Google sites are only the third most popular in the APAC region.

Google manages second spot in Australia, Malaysia, and New Zealand, while in Hong Kong, Japan, Singapore, and Taiwan, it scrapes through at third position.

In China and South Korea, with APAC's largest Internet populations, Google does not even come within the first three places. Which includes hits on Google's recently acquired YouTube video sharing Web site.

Commenting on the study, Bob Ivins, executive vice president of comScore, said, "What is fascinating about this study is that it allows us to compare Internet usage across countries using a consistent measurement methodology, and then determine where PC-based Internet engagement is most developed."

Ivins remarked that Yahoo! has always had a very strong presence in Asia, particularly in Japan and Korea.

All said, Google-run sites are still ranked the most popular worldwide by comScore.

This apart, comScore's study has thrown-up other interesting insights into APAC's Internet usage habits.

In May, APAC had nearly 284 million Internet users aged 15 years or older, which represents a third of the worldwide Internet population.

China has APAC's largest Internet population of 91.5 million, while South Korea boasts the highest Internet usage rate at 65 percent. India, incidentally, has an Internet usage rate of barely 3 percent.