More Related Content Similar to Future in focus brazil mar2012 final (20) More from Leonardo Naressi (20) Future in focus brazil mar2012 final1. 2012 Brazil Digital Future in Focus
Key Insights from 2011 and What They Mean for the Coming Year
Alexander Banks March 2012
Managing Director, Brazil
2. comScore is a Global Leader in Measuring the Rapidly Evolving
Digital World, Blanketing the Globe with a Local Presence
NASDAQ SCOR
Clients 1860+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
44 markets reported
Local Presence 32 locations in 23 countries
© comScore, Inc. Proprietary. 2 V1011
3. comScore’s Innovative Approach Revolutionizes Measurement
2 Million Person Panel PERSON-Centric Panel with
°
360°View of Person Behavior SITE-Census Measurement
Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS
Advertising
Transactions Effectiveness
Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
© comScore, Inc. Proprietary. 3 V1011
4. Comprehensive Suite of Products, Services and Capabilities in Brazil
Online Audience Measurement & Rankings
Online Advertising Rankings, Competitive
Placement & Digital Creatives
Custom Market Research & Strategic Briefings
Web Analytics
Media Planning & Analysis
Audience Delivery/Exposure Verification & GRPs
Creative, Concept & Website Pre-testing
Brand Tracking/Awareness Surveys
E-commerce & Online Payments Share
Social Media & Video Measurement
Insights on Mobile & Connected Devices
Mobile Carrier Network Optimization &
Customer Analytics
ISP Market Share & Speed-testing
© comScore, Inc. Proprietary. 4 V1011
5. THE GROWING AND SHIFTING DIGITAL LANDSCAPE
IN BRAZIL AND AROUND THE WORLD
© comScore, Inc. Proprietary. 5
6. The U.S. is No Longer the Center of the Online Universe
U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience
Middle
East -
Rest of the
World 34% Latin Africa,
America, 8.8%
9.0%
Asia
87% North Pacific,
America, 41.3%
U.S. 14.6%
66% Asia Pacific
Europe,
13% 26.4%
1996 2011
In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region
with over 40% of online population.
Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband,
making multimedia, video, and collaborative content immediately accessible.
Early adoption of mobile web in addition to PC web will likely be popular in many of these high-
growth areas.
© comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
7. Latin America Saw the Strongest Growth of All Global Regions
Growth expected to continue as home broadband Worldwide Online Population
penetration increases in Asia and Latin America (Millions)
Growth in developing regions likely to also continue +9%
as people move from shared-access to home &
1,444
work use 1,323
Growth slow in North America
European growth mostly driven by Russia
2010 Dec 2011 Dec
+11% Dec-11 Dec-10
595 534 +6%
381 361 +3% +16% +14%
210 203
129 112 126 111
Asia Pac Europe North America Latin America Middle east
Africa
© comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
8. Brazil Now Ranks as the 7th Largest Internet Audience (H&W, 15+)
Internet Users Age 15+ (MM)
Online from Work or Home
China 331,477
United States 186,922
Japan 73,450
Russian Federation 53,345
Germany 51,008
India 46,854 While US user growth has remained flat over
the past year, China, Russia, India and Brazil
Brazil 46,272 have experienced impressive growth rates
France 43,009 of 14%, 16%, 13% and 16%, respectively.
United Kingdom 37,504
South Korea 30,896
© comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
9. Among 10 Largest Online Markets, Brazil Ranks 5th in Engagement
Average Hours per Visitor among 10 Largest Online Markets
United States 40.9
United Kingdom 35.6
South Korea 31.1
France 27.5
Brazil 26.7
Germany 25.2
Russian Federation 25.1
Japan 21.0
China 14.1
India 13.0
© comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
10. Latin America’s Online Population Skews Young
1 in 3 Online Users Under the Age of 25
Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+
World 25.9% 26.0% 21.9% 14.4% 11.8%
Latin America 32.5% 28.3% 20.3% 11.7% 7.3%
Percent Composition of Total Internet Visitors
© comScore, Inc. Proprietary. 10 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
11. Users in Venezuela, Colombia and Brazil Among the Region’s
Youngest Online Populations
Argentina 29.4% 26.2% 18.4% 13.6% 12.5%
Brasil 28.2% 31.9% 21.1% 11.4% 7.4%
Chile 27.1% 26.2% 21.0% 15.2% 10.5%
Colombia 40.2% 25.6% 20.0% 10.2% 4.0%
México 38.6% 24.2% 20.2% 11.5% 5.5%
Perú 27.5% 31.8% 21.9% 11.9% 7.0%
Venezuela 44.7% 26.7% 15.8% 9.2% 3.6%
Puerto Rico 29.3% 26.2% 21.7% 14.0% 8.8%
Percent Composition of Total Internet Visitors
© comScore, Inc. Proprietary. 11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
12. However, Brazil’s Online Population is “Less Young” Than in Past Years
We are seeing a slight shift in the composition of the Brazilian online audience:
proportionally more users in older age groups than previous years
45+ was 18% in December 2011 compared to 26% for the Worldwide online audience
Percent Composition of Brazil Visitors Age 15+
Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+
Dec-2009 31% 34% 21% 9% 5%
Dec-2010 29% 34% 21% 11% 5%
Dec-2011 28% 32% 21% 11% 7%
© comScore, Inc. Proprietary. 12 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
13. Regional Internet Population Distribution and Average Usage
BR Region: North
4.6% of Online Population
BR Region: Northeast
Average 25.1 Hours Online
13.0% of Online Population
BR Region: North Average 25.6 Hours Online
2% of Online Population
Average 22.3 hours online
BR Region: Northeast
11% of Online Population
Average 26.3 hours online
BR Region: Center-west
8.4% of Online Population BR Region: Southeast
Average 24.9 Hours Region: Center-west
BR Online 55.0% of Online Population
6% of Online Population Average 23.5 Hours Online
Average 23.9 hours online
BR Region: Southeast
BR Region: South 68% of Online Population
18.9% of Online Population
BR Region: South
Average 23.7 hours online
Average 26.8 Hours Online
13% of Online Population
Average 25.9 hours online
© comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
14. Compared to Worldwide and US Users, Brazilians Display a Strong
Propensity for Search, e-mail, IM, Coupons and Job Search
Selected Categories by % Reach of Visitors
99.9%
Portals 93.7% 93.2%
99.3% Business/Finance 56.4%
55.8%
94.2%
83.6%
Search/Navigation 89.4%
General News 55.6%
99.1%
74.4%
97.8% 74.3%
Entertainment 88.6%
Sports 41.1%
97.5% 71.2%
99.6% 60.0%
Social Networking 82.3% Travel 36.0%
97.5% 33.4%
94.2% 18.8%
Retail 73.1% Instant Messengers 29.8%
87.7% 70.7%
82.4% 23.4%
e-mail 63.7% Coupons 16.0%
84.6% 29.6%
70.7% 10.1%
Blogs 58.9% Job Search 2.8%
95.9% 11.5%
© comScore, Inc. Proprietary. 14 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
15. In the US, Social Networking Nearly Eclipsed Portals as the Most-
Engaging Web Activity in 2011…Surpassing them in January 2012
70%
60% News/Info -0.3 pts
50% Email -1.7 pts
40% Entertainment +0.4 pts
30%
Social Networking +2.2 pts.
20%
10%
Portals -3.6 pts.
0%
Dec-2010 Dec-2011
Share of Time Spent Among Top Web Categories
© comScore, Inc. Proprietary. 15 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
16. But in Brazil, Portals Still Claim a Strong Hold on the Market by Share
of Online Minutes, Although Social Networking is Growing Rapidly
Share of Time Spent in Brazil
Portals Social Networking
50%
45%
40.0%
40% 39.2%
35%
30%
25%
23.0%
20%
15%
16.7%
10%
5%
0%
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location
17. SOCIAL MEDIA IS REDEFINING COMMUNICATION IN
THE DIGITAL AND PHYSICAL WORLDS
© comScore, Inc. Proprietary. 17
18. The Rise of Social Networking Globally
Worldwide Total Unique Visitors (MM)
1,600
+88%
1,400 Total Internet
1,200
+174%
1,000 Social
Networking
800
600
400
200
0
2007 2008 2009 2010 2011
Source: comScore Media Metrix, March 2007 - October 2011
© comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location
19. Brazilian Social Networkers Age 15-24 Average the Most Time,
Users Age 55+ Show Greatest Increase in Hours Spent Networking
Average Hours Spent Social Networking by Age Segment
Dec-10 Dec-11
8.5
6.2 6.0
5.8 5.6 5.4
5.1
3.9
3.6 3.4
3.4
2.9
Total Audience Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location,
© comScore, Inc. Proprietary. 19 Dec-2011 vs. Dec-2010
20. Facebook Unseating Local Social Networks Across the Globe
Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Jan-2012
Facebook
overtakes Orkut
in Brazil
805.6
Facebook Facebook
overtakes overtakes StudiVZ
Windows Live Sites in Germany
Profile in Portugal
Facebook
471.4 Facebook
overtakes Hyves
overtakes
ZING Me in
Facebook overtakes in the
Vietnam
Yahoo! Wretch in Netherlands
Taiwan
Facebook
overtakes
Orkut in India
Facebook
overtakes
Windows Live
Profile in Mexico
Facebook’s Ascent in Recent Years
Total Unique Visitors (MM)
Source: comScore Media Metrix, January 2010 - December 2011
© comScore, Inc. Proprietary. 20
21. Brazil Among the Fastest-Growing Markets for Facebook (15+, H&W)
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location,
© comScore, Inc. Proprietary. 21 Dec-2011 vs. Dec-2010
22. Facebook Surpassed Orkut’s Nation-wide Audience in Dec 2011
Visitors (000) to Facebook and Orkut in Brazil
Facebook Orkut
40,000
+192%
35,000
+5%
30,000
25,000
20,000
15,000
10,000
5,000
0
Dec-2010 Dec-2011
Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work,
© comScore, Inc. Proprietary. 22 Dec 2010 to Dec 2011
23. But the Change in Average Time Spent is Dramatic
Average Minutes per Visitor in Brazil
Facebook.com Orkut
300
+667%
250
200
-33%
150
In Dec. 2011, Brazil visitors to
100
Facebook averaged 4.8 hours on
the site compared to
50 6.3 hours for the global average.
0
Dec-2010 Dec-2011
Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work,
© comScore, Inc. Proprietary. 23 Dec 2010 to Dec 2011
24. Facebook Leads, but Tumblr & LinkedIn Also See Growth (6+, H&W)
Top Selected Social Networking Sites in Brazil % Change
Unique Visitors (000) Age 6+ vs. YA
Dec-2011
+192%
Facebook.com 36,098
+5%
Orkut 34,419
+13%
Windows Live Profile 13,301
+40%
Twitter.com 12,499
N/A
Google Plus 4,300
Tumblr.com +206%
4,029
LinkedIn.com 3,182 +79%
Badoo.com 2,953 -5%
Formspring.me 2,020 -58%
Slideshare.net 1,698 +65%
Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work,
© comScore, Inc. Proprietary. 24 Dec 2011 vs. Dec 2010
25. Google Plus Reached 88.6 Million Global Visitors in December, Brazil
Ranked as the 4th Largest Market for the Site
Unique Visitors (000) Age 15+
Dec-2011
United States 20,184
India 6,473
France 4,188
Brazil 4,187
Japan 3,760
United Kingdom 3,511
Germany 3,507
Canada 3,292
Turkey 2,457
Source: comScore Media Metrix, Visitors Age 6+ Home/Work, Dec 2011
© comScore, Inc. Proprietary. 25
26. Social Networking is Not the Only Social Activity on the Rise,
The Blog Category Gained 17% in Visitation Worldwide in 2011
Visitors (000) to Blog Category Worldwide
900,000
850,000
800,000
750,000
700,000
650,000
Dec-2010 Dec-2011
Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work,
© comScore, Inc. Proprietary. 26 Dec 2010 to Dec 2011
27. Brazil Actually Leads the World in Blog Category Reach at 96%,
Blog Category Audience in Brazil Grew 44% in the Past Year
Top 10 Global Markets for Blogs by Percent Reach of Unique Visitors
Dec-2011
95.9%
91.8% 89.2% 88.6%
84.3% 82.9% 82.8% 82.1% 81.0% 79.3%
Brazil South Turkey Peru Portugal Chile Argentina Japan Taiwan Spain
Korea
Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011
© comScore, Inc. Proprietary. 27
29. Entertainment Category Attracts Growing Online Audience in Brazil
Percent Reach of Entertainment
Category Rise in Entertainment Category
World 88.6% Visitation (000) in Brazil
52,000
Latin America 96.7% +12%
50,000
Argentina 97.6%
Brazil 97.5% 48,000
Peru 96.9% 46,000
Chile 96.3%
44,000
Mexico 96.3%
42,000
Colombia 94.5%
Venezuela 93.7% 40,000
Dec-2010 Dec-2011
Puerto Rico 90.7%
© comScore, Inc. Proprietary. 29 Source: comScore Media Metrix, Visitors Age 15+ Home/Work,
30. Online Video Consumption in Brazil
42.9 MM Unique Viewers/Streamers
83 % Percent of 6+ Internet Audience
29 % Percent of Total Population
4.7 B Total Videos
27.2 BB Total Hours of Video
109 Videos per Viewer
10.6 Hours per Viewer
© comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
31. More than 4.7 Billion Videos Viewed in Brazil, +74% in Past Year,
Fueled by 19% Growth in Viewers & 46% Growth in Videos per Viewer
Online Videos Viewed in Brazil (000)
6,000,000
5,000,000
4,000,000
3,000,000
Videos Viewed
2,000,000 Grows +74% in
Past Year
1,000,000
0
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2010 to Dec-2011
32. Top Video Properties in Brazil
Google Sites Leads Fueled by YouTube Viewing
Top Video Properties by Viewers Top Video Properties by Share of
(000) Videos Viewed
Google Sites 42,062 Google Sites 67.4%
VEVO 18,114 VEVO 5.7%
Viacom Digital 8,366 Globo 1.4%
Globo 8,008 Viacom Digital 1.2%
Microsoft Sites 7,227 Microsoft Sites 1.1%
UOL 4,823 POP Sites 0.8%
Facebook.com 3,448 Livestrea.com 0.7%
Videolog.tv 2,823
Videobb.com 0.6%
© comScore, Inc. Proprietary. 32 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
33. Facebook Becoming Key Video Viewing Property for Brazilians,
Room for Growth in 2012 and Beyond
Facebook Videos (000) Viewed Facebook Video Viewer Reach
Oct-2011 Oct-2011
27.2%
348,314 26.1%
11.8%
66,310
17,517
Videos (000) % Reach Web Pop
© comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, Viewers Home/Work, Oct-2011
34. Gender Difference is Wider When it Comes to Video Consumption
In all age segments, males consume more online videos on average than
their female counterparts
Average Videos per Viewer
Brazil, Dec-2011
Males: 15-24 156
Females: 15-24 102
Males: 25-34 135
Females: 25-34 90
Males: 35-44 121
Females: 35-44 91
Males: 45-54 110
Females: 45-54 77
Males: 55+ 119
Females: 55+ 90
© comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
36. Online Retail Ramps Up in Brazil, Peaking During Holiday Season
Percent Reach of Retail Category
Rise in Retail Audience (000)
World 73.1% in Brazil
50,000
Latin America 72.8%
Brazil 87.7% 45,000 +35%
Argentina 74.1% 40,000
Chile 69.6%
35,000
Peru 67.0%
30,000
Puerto Rico 65.5%
Mexico 65.3% 25,000
Dec-2010 Dec-2011
Venezuela 63.1%
Colombia 57.1%
© comScore, Inc. Proprietary. 36 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
37. Retail Shows Strong Reach in Brazil, but Below Average Engagement
Compared to Other Markets
Percent Reach of Retail Category Retail Average Minutes per Visitor
Dec-2011, Age 15+ Dec-2011, Age 15+
133.2
94.2% 93.5%
87.7% 115.6
73.1%
71.3
32.5
Worldwide U.S. UK Brazil Worldwide U.S. UK Brazil
© comScore, Inc. Proprietary. 37 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
38. Searches in Brazil Peak in October and November Fueled by the
Holiday Shopping Season
6.9 Billion Searches Performed in Brazil in Dec-2011,
+37% vs. Year Ago
8,000
7,000
Searches (MM)
6,000
Searches per Searcher:
+17% to 155 searches
in Dec. 2011
5,000
4,000
3,000
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 38 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
39. Google Sites Accounts for 9 of every 10 Searches in Brazil,
MercadoLibre in 2nd Place Accounting for 2% of Searches
Top Search Properties in Brazil by Share of
Searches in Dec-2011
1.3% 1.2% 1.2%
2.0%
3.6%
Google Sites
MercadoLibre
Terra - Telefonica
Microsoft Sites
Facebook.com
All Other
90.7%
© comScore, Inc. Proprietary. 39 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
40. DIGITAL ADVERTISING ENTERS ERA OF
INCREASED ACCOUNTABILITY AS BRAND
DOLLARS CONTINUE TO SHIFT ONLINE
© comScore, Inc. Proprietary. 40
41. In December 2011, 62.9 Billion Display Ad Impressions Were
Delivered Online in Brazil, Reaching 50.8 Million Internet Users
Top 10 Online Display Advertisers in Brazil
by Share of Display Ads
Dec-2011
Netshoes.com.br 2,462,945
Dafiti.com.br 1,514,762
Telefonica Group 895,231
Microsoft Corporation 845,326
Itaú Unibanco Holding S.A. 574,311
NetMovies Entretenimento S.A. 537,591
Hotel Urbano Serviços Digitais S.A. 518,416
B2W Inc. 498,012
OLX Inc. 484,853
Netflix, Inc. 484,138
© comScore, Inc. Proprietary. 41 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
42. Facebook Delivers Nearly 1 of Every 5 Display Ads in Brazil
Top 10 Online Display Ad Publishers in Brazil
by Share of Display Ads In the U.S. Facebook
Dec-2011 Delivered 1 in Every 4
Facebook.com 17.4% Display Ads in 2011
Globo 14.1%
UOL 12.2%
Terra - Telefonica 11.4%
Google Sites 10.3%
27.9% 27.9%
Microsoft Sites 10.2%
All
Other,
iG Sites 4.3% 72.1%
Yahoo! Sites 1.1%
Record 0.5%
Grupo Abril 0.4%
© comScore, Inc. Proprietary. 42 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
43. Arguably the Most Important Digital Advertising Initiative To Date:
“Making Measurement Make Sense” (3MS) Mission
Reduce costs of doing business due to complexity of digital
advertising ecosystem
‘Single Tag’ solution to reduce complexity
Improve reporting of ad exposure
Bolster confidence that ads delivered are actually visible
© comScore, Inc. Proprietary. 43
44. Validated impressions and
Validated R/F
Audience demographics
Audience behavioral segments
In-flight campaign alerts
In-flight brand safety enforcement
Together, these insights enable more accurate ROI measurement
© comScore, Inc. Proprietary. 44
45. vGRP US Charter Study (for more visit comscore.com/vGRP)
18 campaigns
2 billion impressions
400k sites
Allstate
http://www.comscore.com/Press_Events/Press_Releases/2012/1/comScore_Introduc
es_Validated_Campaign_Essentials
© comScore, Inc. Proprietary. 45
47. News/Information Visitation on the Rise, Gains 39% in Past Year
Average visitor spends 33 minutes consuming News/Information during the
month, consuming an average of 37 pages of content (Dec-2011)
Globo Noticias, UOL Noticias-Folha, Terra News, Yahoo! News and Estadao
Rank as Top News Destinations
News/Information Visitor (000) Growth
50,000
+39%
45,000
40,000
35,000
30,000
25,000
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 47 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
48. Bahia and Paraná Online Users Over Index for News/Information
Visitation and Page Views
News/Info Category Index Across States
Composition Index PV Composition Index UV
Distrito Federal
Distrito Federal Online
Bahia Users Average the
Most Time on
Santa Catarina News/Info sites at
Rio Grande do Sul
40.2 Minutes
in Dec-2011
Paraná
Minas Gerais
Rio de Janeiro
São Paulo
0 50 100 150
© comScore, Inc. Proprietary. 48 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
49. Brazilians Increasingly Going Online to Make Travel Arrangements
Top-gaining travel categories in 2011 included: Hotels/Resorts (+57%),
Online Travel Agents (+52%) and Travel Information (+36%)
Travel Site Visitation Peaks in October, November and December
Top Travel Sites: Viajanet, Decolar, Hotelurbano & TAM Linhas Aereas
Travel Visitor (000) Growth
17,000
+42%
15,000
13,000
11,000
9,000
7,000
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 49 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
50. Banking Visitation Grows 19% in 2011
Nearly 1 in 3 Online Brazilians Now Bank Online
Top Banking Sites: Caixa, Itau, Bradesco, Banco do Brasil & Santander
More than one-third of the banking audience is age 25-34, but the fastest
growing audience in 2011 was the 45+ segment
Men account for 56% of time spent in Banking category, and SP+RJ account
for more than 50% (compared to 44% of total time spent online overall)
18,000 Banking Visitor (000) Growth
+19%
16,000
14,000
12,000
10,000
Dec-2010 Dec-2011
© comScore, Inc. Proprietary. 50 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
52. Mobile & Tablet Devices Shifting How Users Connect Across the Globe
Non-Computer Traffic for Selected Markets
Mobile Tablet Other
Singapore 11.5%
UK 9.5%
U.S. 8.2%
Australia 7.7%
Japan 7.1%
Canada 6.5%
Spain 5.2%
India 5.1%
France 2.8%
Brazil 1.5%
© comScore, Inc. Proprietary. 52 Source: comScore Device Essentials, Dec-2011
53. Tablets Account for >42% of Non-Computer Web Traffic in Brazil
Share of Non-computer Internet Traffic
Mobile Tablet Other
5.3% 2.8% 4.3% 6.4% 8.6% 7.3%
13.1% 17.1%
16.7%
22.2%
42.2% 25.9% 32.3%
41.6% 27.6%
34.1%
79.0%
72.5%
65.5% 60.4%
54.9% 59.3%
52.0% 48.8%
Argentina Brazil Chile Colombia Mexico Peru Puerto Venezuela
Rico
© comScore, Inc. Proprietary. 53 Source: comScore Device Essentials, Dec-2011
54. iOS Leads Among Operating Systems on Non-computer Devices in
Brazil – Particularly on Tablets, with 91% of Tablet Page Views
Brazil Device Share of Non-Computer Traffic, Dec-2011
Other,
2.8%
9.3%
26.3%
Other Tablet,
7.3% 42.2% RIM
Symbian 90.6%
31.4% Android
Android Mobile,
54.9% iOS
iOS 35.0%
Mobile Tablet
© comScore, Inc. Proprietary. 54 Source: comScore Device Essentials, Dec-2011
55. Understanding How People Use Multiple Devices to Consume Content
Throughout the Day is Quickly Gaining Importance in Digital Strategies
© comScore, Inc. Proprietary. 55
57. Stories that Will Shape Digital in Brazil during 2012
1 GROWTH UNDENIABLE
Brazil is one of the fastest growing online audiences with more and more people coming
online and the audience already showing very high levels of engagement. With the
adoption of new technology and impressive use of social media, the market continues to
represent a terrific opportunity for advertisers and agencies looking to reach and engage
consumers across all kinds of socio-economic segments.
2 MATURING MARKET
With News/Information content already heavily used across the country, and categories
like Travel, Banking and Retail showing strong growth, the future is bright for companies to
leverage the digital platform more and more during 2012.
3 2012 SUMMER OLYMPICS
With Entertainment, Online Video and Social Media all boasting very high reach in Brazil,
events like the 2012 Summer Olympics could see a tremendous online audience and
represent significant opportunities for both marketers and portals.
4 ONLINE ADVERTISING
Already boasting significant reach and engagement, the online advertising industry in
Brazil continues to mature with large advertisers investing more and requiring better
performance metrics in return.
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