ComScore SOI Brazil Webinar - Feb 2011

8/7/2019 ComScore SOI Brazil Webinar - Feb 2011

http://slidepdf.com/reader/full/comscore-soi-brazil-webinar-feb-2011 1/57

February 2011The Brazilian Online Audience



2 © comScore, Inc. Proprietary and Confidential.

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1,600+ worldwide

Employees 1,000+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;

43 markets reportedLocal Presence 30+ locations in 21 countries

V0910




Global Coverage, Local Presence

comScore Locations

V0910




comScore Leverages Rich Panel Data to Deliver Unique and Broad DigitalBusiness Analytics

The Only Global Measurement

of Audience and E-commerce

170+ Countries Under Measurement

43 Markets Reported

2 Million Person Panel

360°View of Person Behavior

V0910




The Internet Audience Worldwide




505.7

336.4

198.4

85.2 96.6

534.0

361.7

204.0

112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

Latin America Continues Audience Growth

Growth is flat in North America, European

growth mostly driven by Russia

Growth in LatAm expected to continue onthe back of increased residential broadbandpenetration region-wide

Growth in Brazil likely to also continue as

more people move from shared-accessenvironment to home & work use December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010

Dec 2009

Worldwide Online Population in Millions

(15+, Home & Work)

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010

1,2221,324




Internet Users Age 15+ (MM)

Online from Work or Home

China Surges Past the US

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

291.5

180.9

73.0

49.3

46.141.9

41.6

40.0

38.6

30.223.0

22.7

22.6

21.1

China

United States

Japan

Germany

Russian FederationFrance

India

Brazil

United Kingdom

South KoreaCanada

Italy

Turkey

Spain

While US user growth has remained flat overthe past year, China, Russia, and Brazil have

experienced impressive growth rates of23%, 23% and 20%, respectively.




In Terms of Reach Worldwide, the Photos Category is Growing Fastest

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010

Key CategoriesReach of WW Population, 2009 vs 2010

85%

70%

68%

67%

64%

63%

60%

58%

57%

53%

81%

68%

66%

63%

62%

66%

59%

56%

51%

54%

Search/Navigation

Social Networking

Directories/Resources

Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

53%

51%

50%

46%

35%

33%

32%

31%

30%

29%

43%

50%

50%

45%

41%

32%

33%

34%

29%

30%

Photos

Games

Blogs

Business/Finance

InstantMessengers

TV

Sports

Auctions

Travel

Education2010

2009

+24%

+3%

---

+1%

-15%

+2%

-4%

-7%

+4%

-5%

Growth: +5%

+4%

+4%

+6%

+3%

-4%

+1%

+4%

+11%

-2%




Social Networking the Biggest Gainer in terms of Share of Time Spent Online.Instant Messengers and Email Lost Share

Key Categories: Share of Time Spent OnlineWW Population, 2009 vs 2010

3.1%

16.0%

2.2%

6.2%

3.5%

6.6%

2.4%

1.9%

0.8%

0.6%

3.0%

11.9%

1.9%

5.7%

3.1%

7.2%

2.5%

2.0%

0.8%

0.6%

Search/Navigation

Social Networking


Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

2.6%

3.8%

0.9%

1.5%

9.2%

0.6%

1.2%

1.6%

0.5%

0.7%

0.7%

3.9%

0.8%

1.6%

12.2%

0.5%

1.2%

1.7%

0.5%

0.7%

Photos

Games

Blogs

Business/Finance

InstantMessengers

TV

Sports

Auctions

Travel

Education2010 Share

2009 Share





Mobile On Track to Eclipse the Desktop

Source: Morgan Stanley Research

0

200

400

600

800

1,000

1,2001,400

1,600

1,800

2,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

Desktop

Mobile

Number of Global Users (Millions)




Browsing Audience Larger than App Audience in USA… Mostly

0

5,000

10,000

15,00020,000

25,000

30,000

35,000

40,000

Top 10 Mobile Content CategoriesBrowser v. AppUS, April 2010

Browser

App

Product: MobiLens

Data: Three month average ending April 2010




A Quick Look at the Top Genres for Mobile Browsing in the USA

Product: MobiLens

Data: Three month average ending June 2010

Country: US – N=32,009

47.8%

46.5%

42.0%

37.1%

36.1%

30.0%

29.5%

28.2%24.1%

23.1%

21.6%

21.0%

20.4%

20.1%

17.2%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Search

Personal Email

Social Networking

Weather

News

IM

Sports Information

Entertainment NewsWork Email

Photo or Video Sharing

Maps

Tech News

Stock Quotes or Financial News

Movie Information

General Reference

Top Genres for Mobile Browsing

News and Weather GenresCommunicating and SharingOther




United States - Digital Year in Review (2010)

The heaviest individual online spending day of

the year was Cyber Monday (Monday, Nov 29,2010) at $1.028 billion.

First time on record that online retail spendingsurpassed $1 billion in a single day.

Facebook surpassed each of the Top 3 largest

web properties in the past year, capturing the#1 ranking for time spent in August 2010.

Facebook now accounts for 11.1% of timespent online in the U.S., up from 5.5% percenta year ago.

Major milestones in mobile were crossedduring the year as smartphone adoptionreached 1 in 4 mobile Americans and 3Gpenetration crossed the 50 percent threshold,signaling that the mobile industry has reacheda point of no return.




A Few Excerpts from US Digital Year in Review (2010)




The Internet Audience in Brazil




33.3 33.8 34.2 34.8 35.3 35.9 36.4 37.0 37.5 38.1 38.7 39.3 40.0

1,966 1,978

1,848

2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163

-

500

1,000

1,500

2,000

2,500

0.0

5.0

10.0

15.0

20.0

25.0

30.035.0

40.0

45.0

Unique Visitors (MM) Visits (MM)

Brazilian Internet Population Growth & Consumption

Brazilian Internet Population Size and Total Internet Visits

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 to December 2010

Total Visits peaked in October for the presidential elections and remained high

moving into November




The Size and Engagement of the Brazilian Internet Audience

Brazil has the largest online population in Latin America

– 45.1 million is currently the comScore estimate of 6+, home & work – Extended universe estimate is 77.3 million, larger than the total populations of

France and the UK (66 and 62 million, respectively)

The average Internet user in Brazil clocks 24.3 hours of usage per month

Internet Users (Millions) inLatin America

Total Hours Online per

Visitor in Latin AmericaWW Avg: 22.4


40.0

17.8

12.8

12.3

7.3

3.8

2.9

1.2

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

24.3

24.1

25.0

20.1

22.8

24.7

19.8

17.1

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico




Online Audience Sizes in Latin America, 15+ Home & Work

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 to December 2010

Online Population Sizes (MM)Latin America

Brazil continues to show terrific audience growth: 20% from December

2009 to December 2010

33.3

14.812.5

9.86.7

2.2 1.1

40.0

17.812.8 12.3

7.33.8 2.9 1.2

Brazil Mexico Argentina Colombia Chile Peru Venezuela PuertoRico

2009 2010




Comparing Brazil to Other Countries Outside Latin America

The 15+ Home and Work Internet population in Brazil is similar in size to the

Internet populations in India and the U.K. Internet users in Brazil spend a similar amount of time online as users in France

and South Korea but significantly more time than those in India and Italy

Internet Users (Millions) Total Online Hours per Visitor


41.9

41.6

40.0

38.6

30.2

23.0

22.7

France

India

Brazil

United Kingdom

South Korea

Canada

Italy

25.7

12.1

24.3

30.6

27.8

44.9

16.0

France

India

Brazil

United Kingdom

South Korea

Canada

Italy




Internet users in Brazil skew slightly young: 63% of the Internet audience in

Brazil is between 15 and 35 years old In comparison, only 53% of the global online population is in the same age group

Brazilian Online Population Skews Young

Composition of Internet Audience 15+


29.0%

33.6%

26.8%

33.7%

28.6%

26.0%

21.2%

20.0%

21.6%

10.7%

11.3%

14.2%

5.3%

6.6%

11.4%

Brazil

Latin America

Worldwide

15-24 25-34 35-44 45-54 55+




However, it is “Less Young” than it was in 2009

Composition of Brazilian Internet Audience 15+2009 vs 2010

We are seeing a slight shift in the composition of the Brazilian audience:

proportionally more users in older age groups Typical of a developing Internet market

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010

31%

29%

34%

34%

21%

21%

9%

11%

5%

5%

Dec-09

Dec-10

15-24 25-34 35-44 45-54 55+




Brazilian Online Audience – A Closer Look at Male & Female

Source: comScore Media Metrix, October 2010




Youngest Users are the Heaviest Users

Average Time Online by Age & Gender

Users 15-24 in Brazil spent the most time online; males and females in that age

group spent an equal amount of time online, an average of 28.5 hours inDecember

Women 35-44 and 45-54 spent more time online than their male counterparts

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

28.5

22.3 22.3 21.823.3

28.5

21.7

24.6 23.621.6

15-24 25-34 35-44 45-54 55+

Male

Female




A Look at National & Regional Online Audiences

Source: comScore Media Metrix, October 2010




Regional Internet Population Distribution and Average Usage

BR Region: Southeast68% of Online PopulationAverage 23.7 hours online

BR Region: Northeast11% of Online Population

Average 26.3 hours online

BR Region: South13% of Online PopulationAverage 25.9 hours online

BR Region: Center-west6% of Online PopulationAverage 23.9 hours online

BR Region: North2% of Online PopulationAverage 22.3 hours online

Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in

Northeast and the South





Brazil vs WW Reach of Key Categories

Reach of Key Categories

Brazilian and Global Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

85%

70%

63%

50%

35%

64%

67%

68%

58%

53%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

53%

59%

43%

41%

40%

40%

33%

25%

22%

57%

51%

60%

53%

46%

29%

32%

33%

30%

24%

Downloads

Games

News/Information

Photos

Business/Finance

Education

Sports

TV

Travel

AutomotiveBrazil

Worldwide

104

104

97

81

91

138

126

101

85

90

Index: 101

121

120

142

204

109

102

94

103

113




Growth in Reach of Almost All Major Online Categories in Brazil


Key CategoriesReach of Brazilian Population, 2009 vs 2010

86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

80%

78%

72%

65%

67%

64%

63%

62%

57%

56%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

59%

53%

43%

41%

40%

40%

33%

25%

22%

58%

59%

53%

37%

40%

41%

39%

32%

22%

22%

Downloads

News/Information

Games

Photos

Business/Finance

Education

Sports

TV

Travel

Automotive2010

2009

+2%

---

+1%

+17%

+5%

-4%

+1%

+2%

+14%

-1%

Growth: +7%

+10%

+5%

+9%

+5%

+9%

+9%

+3%

+5%

+7%




2010 was a Breakthrough Year for Online Banking

comScore World Metrix 2010

Overall category growth of 25% from Dec 2009 to Dec 2010

Led by very impressive audience growth seen by Itau.com.br andBanco do Brasil which each saw more than 50% growth in UVs




So, Who Were the Drivers of this Growth?

While the category’s audience was split relatively evenly across men (52%) and

women (48%) in December 2010…

Persons under the age of 35 consumed 54% of the overall pages (in Dec 2009the under 35 segment was responsible for 59%)

Brazilian Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2010




Group-buying Sites Showed Impressive Growth in Late 2010


Groupon in USA during 2010

Group-buying sites have taken off inBrazil and, based on what has beenseen in the USA, are set to continuetheir growth in 2011.

Three major players in the space sawclose to or more than 50% growth in

unique visitors from August to October




63.8% 61.8%69.6% 63.9%

Brazil Worldwide

2009 Reach 2010 Reach

+9%+3%

Retail Continues to Grow in Brazil

Retail Sites

% Reach

Retail SitesGrowth

Seven out of ten web users in Brazilvisited a Retail site in December, a ratethat is the highest in the region

Significant upside still remains, asBrazilians become more comfortablewith shopping and buying online

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), Dec 2009 & December 2010

63.9%

54.2%

72.8%

85.5%

62.1%

69.6%

59.3%

62.7%

51.6%

58.1%

57.8%

60.3%

60.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico




Top Sites: Retail


29.9

26.7

21.6

13.4

9.5

7.6

7.3

7.1

7.1

6.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

22.3

12.6

4.6

2.2

9.7

10.0

10.2

8.5

9.1

7.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

Mercado Libre leads the retail category in reach, but Lojas Americanas and

BuscaPe are only a few percentage points behind

In terms of time spent, comparison shopping sites lag behind a little

Brazilian sites clearly dominate the Top Ten

Top Retail Sites: Brazil

% Reach

Top Retail Sites: Brazil

Average Minutes per User




Brazilians Rate Their Local Ecommerce Sites Very Highly

Share of Survey Respondents Stating that the Quality of Local Websitesis Excellent/Very Good

Q4: How would you rate the quality of Local Websites when shopping online?

Base: Respondent makes purchases online.

Source: comScore Latin America E-Commerce Study, November 2010

In a custom survey recently conducted by comScore, Brazilians were more likely

to agree that locally-developed shopping sites were excellent or very good

54%

38%44%

29%

39%

21%

Brazil Mexico Argentina Chile Colombia Peru




The World Cup’s Effect on the Sports Category

The Sports category saw a tremendous lift from the World Cup and managed to

sustain this lift very well over the 2

nd

half of the year Sports sites/channels including Lancenet.com.br, Terra Brasil Esportes & UOL

Esporte saw their audiences increase in between 30%-40% from April to June

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), February 2009 to December 2010






Automotive Category Continues to Develop a Strong Audience


Category growth of 32% from December 2009 to December 2010

Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br andmeucarronovo.com.br all showed significant growth during the year




The Travel Category Continues to “Take Off”

Was one of the leaders in 2010 with 49% category growth (7.4M to 11M)

Persons under the age of 35 consumed 56% of the overall pages (in Dec 2009the under 35 segment was responsible for 63%)






77.9%67.6%

85.3%70.5%

Brazil Worldwide

2009 Reach 2010 Reach

+10%+4%

70.5%

47.9%

84.4%

89.8%

87.7%

85.3%

88.8%

89.7%

88.6%

91.7%

90.9%

88.9%

85.9%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Social Networking in Brazil and Around the World

Social Networking Sites

% Reach

Social Networking SitesGrowth

The reach of the Social Networkingcategory continues to be very highthroughout Latin America

In Brazil, even with such a high reach,the category is amazingly still growing

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010




0

5,00010,000

15,000

20,000

25,000

30,000

35,000

Orkut in Brazil FACEBOOK.COMin Brazil

U n

i q u e V i s i t o r s

Dec-2009

Dec-2010

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Orkut Worldwide FACEBOOK.COMWorldwide

U n i q u e V i s i t o r s

Orkut Still Leads in Social Networking, but Facebook is Catching Up

+28%

+258%

-1%

+41%

Orkut and Facebook

Brazil UV and Growth

Orkut and Facebook

Global UV and Growth

Though Orkut is still the leading Social Network in Brazil, Facebook has been

growing rapidly, and could potentially catch up or overtake Orkut at some point

Brazil is certainly Orkut’s main market; even with 28% growth in Brazil, Orkut’s

total global audience declined by 1% over the past year

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010




A Closer Look at Facebook and Orkut Globally

Unique Visitors(000)

Reach Page Views(millions)

Avg Visits/Visit

Avg Mins/Visit

ORKUT

Worldwide 52,755 4% 23,050 22.3 8.1

Brazil 31,279 78% 20,584 31.7 8.5

FACEBOOK

Worldwide 662,420 50% 300,600 29.6 9.7

Brazil 12,118 30% 813 10.5 3.6


Source: comScore Media Metrix, December 2009 and December 2010

If not for Brazil, it is quite possible that Orkut would not exist in 2011

Almost 90% of the pages consumed on Orkut are consumed in Brazil

Brazilians, however, visit Orkut on average more often than the world visitsFacebook




Less of the Facebook Audience in Brazil is Visiting Orkut

Cross-visiting seen in December 2009 (Total Audience, 15+)

Cross-visiting seen in December 2010 (Total Audience, 6+)

Brazilian Internet Audience, accessing Internet from Home or Work

Source: comScore Media Metrix, December 2009 and December 2010




A Closer Look at Orkut and Facebook in Brazil




Brazil is a Top Twitter Market

Top Twitter Markets by Percent Reach

Brazil was a close second in the list of top Twitter markets in December. Likely

as a result of presidential election buzz, Brazil was #1 in October.





Visitation to Blogs is Very High in Brazil

News/Information Sites

% Reach

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010

BlogSites

% Reach

50.0%

42.3%

55.1%

55.8%

62.9%

71.1%

60.4%

62.3%

55.4%

59.5%66.9%

57.7%

46.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

ChilePeru

Venezuela

Puerto Rico

60.3%

50.9%

67.4%

80.0%

56.5%

58.8%

54.9%

65.8%

50.9%

56.0%

55.8%

51.0%

50.8%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico




The Impact of the Presidential elections

Significant increase in Total Visits to News/Info and Blogs categories seen in

lead up to and during the President Election season Total Visits to the Internet in Brazil were highest in Oct and Nov than during any

other month in 2010

comScore World Metrix 2010 – panel-only




Election-focused Sites Saw a Tremendous Lift During October

Political coverage on both Terra and UOL increased by almost factors of 3x and

4x, respectively Total Visits to these two sites increased from approx. 2.8M Total Visits to each in

September to 6.6M and 9.6M in October, respectively

comScore World Metrix 2010 – panel-only




Elections Lifted Reach of Certain Content Categories in All Regions





Cross-visitation During October

Very little cross-visiting seen amongst the presidential candidates, but extremely

high cross-visitation seen between all the candidate’s audiences and visitors of Social Networking, News/Information and Blog sites

comScore World Metrix, October 2010






More On Each Candidate’s Online Audience

comScore World Metrix, October 2010




Online Video in Brazil

Brazilian Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, December 2010

243MM

Unique Viewers

Percent of 15+ Internet Audience

Percent of Total Population

Total Videos

Total Hours of Video

Videos per Viewer

Hours per Viewer

33.5MM

23%

2.6B

797.3

84%




Youtube Audience as an Online Video Benchmark

Brazil’s unique audience to Youtube grew by more than 33% over the last year

Dez/2010Dez/2009




Video and Social Networking


Even with such drastic differences in terms of size of the audience, almost three

times as many videos are being watched within Facebook than Orkut With video streaming showing such growth in Brazil, will this be another factor in

the Facebook vs Orkut discussion over the coming years?




In contrast with overall Internet usage in Brazil, males of all ages spend far moretime watching online video than women.

Among men, video consumption declines with increasing age; women’s video

usage is more constant between age groups

317 million of the 560 million videos watched by Males 15-24 were on Youtube

Women 45-54 are the ones who average most time watching online video

Gender Difference is Wider When it Comes to Video Consumption

Average Hours Spent Watching Online VideoBy Age and Gender


10.4

8.6 8.47.3

6.56.0

5.4 5.66.1

3.7

15-24 25-34 35-44 45-54 55+

MaleFemale




Searching for Something?

Brazilian Searchers

37 million unique searchers

92% of Brazilian Internet population

Average 112 searches per searcher

Total Searches in Brazil

4.1 billion searches

5.9 billion search result pages

986 million search visits

Share of Searches by Property

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore qSearch, December 2010

Terra - Telefonica, 2%

Microsoft Sites, 2%

Conduit.com, 1%

Ask Network, 1%

All others, 4%

Google Sites88%

Google Sites89%




CountryUV

(000)

China 291,544

United States 180,920

Japan 73,002

Germany 49,336

Russian Federation 46,132

France 41,930

India 41,580

Brazil 39,966

United Kingdom 38,643

South Korea 30,205

Did You Know…

Internet Audience 15+ accessing Internet from Home or Work


Brazil is the 8th largest Internet audience in theworld (15+, H&W) Mexico is 16th and Argentinais 19th

The Brazilian online audience (15+, H&W)surpassed the UK in October

Brazil’s online audience consumes more

pages than Australia, Italy, and Taiwancombined

In terms of Total Minutes 58.2B, Brazil is 9th

out of the 43 countries covered by comScore

– This is approximately 5.7M weeks spent online

Brazil consumes 3% of the world’s page views – the US consumes 20%, China 12%



Obrigado!

For questions, please contact [email protected]

mailto:[email protected]

mailto:[email protected]

Documents

ComScore SOI Brazil Webinar - Feb 2011