comscore latin america 2010 year in review

8/7/2019 ComScore Latin America 2010 Year in Review

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March 2011Digital Year in Review: Latin America

Alejandro Fosk



2© comScore, Inc. Proprietary and Confidential.

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The Only Global Measurement

of Audience and E-commerce

170+ Countries Under Measurement

43 Markets Reported

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360°View of Person Behavior

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Some of Our Largest Clients in Latin America Include…

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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 Latin America expected to continueon the back of increased residentialbroadband penetration region-wide

Growth in Latin America likely to also

continue as more people move from shared-access environment to home & work use December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010

Dec 2009

Worldwide Online Population

(Millions)

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

291,5

180,9

73,0

49,3

46,1

41,9

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.




Photos, Downloads, Multimedia Biggest Reach Gainers over Past Year

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

Key CategoriesReach of WW Population, 2009 vs 2010

85.0%

70.5%

68.3%

66.8%

63.9%

63.1%

60.3%

58.1%

56.9%

53.1%

80.8%

67.6%

65.7%

63.0%

61.8%

65.8%

59.4%

55.8%

51.3%

54.3%

Search/Navigation

Social Networking

Directories/Resour…

Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

52.7%

51.3%

50.0%

45.5%

34.7%

32.7%

31.5%

31.1%

29.7%

28.8%

42.6%

49.8%

49.8%

45.2%

41.1%

31.9%

32.8%

33.6%

28.6%

30.4%

Photos

Games

Blogs

Business/Finance

Instant Messengers

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

Directories/Resources

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

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




The Internet Audience in Latin America




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

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

Online Population Sizes (MM)Latin America

Significant growth in most markets in Latin America over the past year

Growth in mature markets of Argentina and Chile flattening

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

+20%

+21%+3% +26%

+9%+27% +9%




The Size and Engagement of Latin American Internet Audiences

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)

Average usage in Brazil, Mexico, Argentina and Peru outpace global average

Internet Users (Millions) inLatin America

Total Hours Online per

Visitor in Latin AmericaWW Avg: 22.4


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

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




Internet users in Latin America skew slightly young: 62% of the Internet audience

is between 15 and 35 years old

In comparison, only 53% of the global online population is in the same age group

Latin American Online Population Skews Young

Composition of Internet Audience 15+


34%

27%

29%

26%

20%

22%

11%

14%

7%

11%

Latin America

Worldwide

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

53%

62%




Individual Countries’ Demographic Composition Varies Widely

Composition of Internet Audience 15+


Venezuela, Colombia, Mexico and Brazil have largest proportion of young users

Chile and Argentina’s youth composition is close to global average

29%

42%

29%

44%

27%

26%

45%

32%

34%

23%

25%

24%

26%

32%

26%

27%

21%

19%

18%

19%

21%

23%

15%

20%

11%

10%

15%

9%

15%

12%

8%

13%

5%

5%

13%

11%

7%

5%

9%

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

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




Young People Drive Internet Consumption in Latin America

Average Time Online by AgeHours per Visitor

15-24 year olds in Latin America are the heaviest Internet users, outpacing every

other age group in Latin America as well as the global average for the age group

Represents additional growth potential: more older users still to come online andspend more and more time on the Internet


23.026.6

20.8 21.2 21.9 22.422.4 22.821.3 21.8

24.2 23.2

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

Latin America Worldwide




Young Males are Heaviest Internet Users

Average Time Online by Age & Gender

Among under-35s, males spend more time online than females. In the over-35

age segments, females are the heavier web users

15-24 year olds of both genders are the heaviest users overall

Regional average for users 15+ is 23.0 hours per user

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

27.4

21.3 20.7 21.0 21.1

25.7

20.321.7 22.8 23.9

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

Males Females




Online Behavior in Latin America




Instant Messengers, Social Networking, and Blogs are Key in LatAm

Reach of Key Categories


88%

88%

76%

71%

68%

66%

64%

63%

62%

60%

85%

70%

63%

67%

35%

53%

68%

50%

64%

58%

Search/Navigation

Social Networking

e-mail

Multimedia

Instant Messengers

Photos

Directories/Resources

Blogs

Retail

Community

57%

56%

55%

53%

35%

35%

31%

31%

22%

18%

60%

53%

57%

51%

46%

29%

32%

33%

30%

24%

News/Information

Technology

Downloads

Games

Business/Finance

Education

Sports

TV

Travel

AutomotiveLatin America

Worldwide

94

106

97

103

78

121

99

93

76

76

Index: 104

124

121

106

196

125

94

126

97

104




Social Networks Reached 88% of Latin American Internet Users

Social Networking Sites

Dec 2010 % Reach

Social Networking SitesGrowth

Social Networks continue to be a centraltouchpoint of the Latin American webexperience, though with such highpenetration rates, growth in reach isflattening across the region

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

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

82.2%67.6%

87.7%70.5%


Dec 2009 Reach Dec 2010 Reach

+7%+4%




Six out of 15 top Facebook Markets are in Latin America

Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, January 2011

Facebook.com Top 15 Markets by % Reach Chile, Argentina, and

Venezuela are among thetop Facebook markets interms of reach

With the exception of Brazil,Facebook is the #1 SocialNetwork in every LatinAmerican country undermeasurement by comScore.Brazil remains an Orkutstronghold, thoughFacebook is making rapid

gains as well Facebook is the #3 property

overall in each LatAmcountry (again, with theexception of Brazil)

93.7

90.7

90.2

89.5

88.4

88.3

87.8

87.4

86.9

86.7

83.482.6

81.4

81.4

81.2

Philippines

Turkey

Israel

Chile

Malaysia

Argentina

Venezuela

Indonesia

Canada

Colombia

PeruMexico

United Kingdom

Puerto Rico

Finland




Latin America Also Represents A Number of Major Twitter Markets


22%

22%

21%

20%

19%

15%14%

13%

13%

13%

13%

13%

12%

11%

10%

Netherlands

Brazil

Venezuela

Japan

Indonesia

CanadaPhilippines

Argentina

Singapore

United Kingdom

Turkey

United States

Chile

Mexico

Colombia

Twitter.com Top 15 Markets by % Reach




Photos Category Grew 27% in Latin America

Photo Sites

Dec 2010 % Reach

Photo SitesGrowth

Sharing photos is becoming a key

component of the Social Networkingexperience

Ubiquity of digital cameras and cell phonecameras, coupled with large youthpopulations, also contribute to popularity

of this category


52.7%

28.8%

67.0%

75.4%

65.7%

42.7%

75.8%

81.6%

79.9%

82.4%

77.1%

80.2%

73.7%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

51.7%42.6%

65.7%52.7%



+27%+24%




37%50%

60%69% 68% 69%

57%43%

76% 82% 80% 82% 77% 80%74%

Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico


+17%

+52% +36% +16% +21% +16%+30%

The high growth in this category in almost every country is being driven by

Facebook Photos Mexico and Argentina posted the largest percentage growth in reach over the

past year, which averaged at 27% for the region and 24% globally

Social Networking spurs Photos Category Growth

Growth in Reach: Photo Sites

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010* comScore began reporting on the Peruvian market separately \in August 2010

*




Lat Am IM Usage Remains High Despite Drop in Global Usage

Instant Messengers

Dec 2010 % Reach

Instant MessengersGrowth

Latin America boasts the highestpercentage of Internet users using InstantMessengers – at a rate that is almosttwice the global average

In Peru and Mexico, at least ¾ of the webpopulation uses Instant Messengers


70.7%

41.1%

68.1%

34.7%



-4%

-15%

34.7%

18.7%

41.3%

28.5%

68.1%

70.8%

74.8%

68.8%

64.5%

61.9%

79.3%

59.6%

31.0%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico




Lat Am Retail Site Reach of 62% is Nearly On Par with Global Average

Retail Sites

Dec 2010 % Reach

Retail SitesGrowth

Visiting to Retail sites is still much lower inLatin America than in North America orEurope

Among the Latin American countries,Brazil, Argentina, and Puerto Rico showthe highest visitation to Retail sites


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

60.0% 61.8%62.1% 63.9%



+4% +3%




Nonetheless, the Internet is Important in Making Buying Decisions

Share of Survey Respondents Stating that the Internet has been Slightlyto Very Important in Providing Information to make Buying Decisions

Q4a: In the past 3 months, how important has the Internet become in providing youwith information to help you make buying decisions?

Base: Respondent makes purchases online.

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

In a custom survey recently conducted by comScore in Latin America, almost all

state that the Internet has been important in providing them with information tomake buying decisions

87% 91%

97%

90%94%

91%

Brazil Mexico Argentina Chile Colombia Peru




Visiting to Individual Retail Subcategories are Below Global Averages

20,4%

19,1%

13,0%

10,9%

9,4%

7,9%

6,2%

6,0%

4,4%

4,2%

23,5%

19,3%

18,0%

13,4%

19,2%

10,7%

9,6%

7,0%

5,0%

6,0%

ComparisonShopping

ConsumerElectronics

Computer Hardware

Computer Software

Apparel

Department Stores

Books

Sports/Outdoor

Fragrances/Cosmetics

Flowers/Gifts/Greetings

Latin America

Worldwide

3,4%

3,0%

2,8%

2,5%

2,5%

1,9%

1,9%

1,9%

1,7%

1,5%

5,8%

4,5%

4,5%

4,5%

5,0%

4,9%

7,1%

5,2%

5,1%

5,9%

Mall

Retail - Music

Tickets

Retail - Movies

Toys

Jewelry/LuxuryGoods/Accessories

Home Furnishings

Health Care

Consumer Goods

Retail - Food


Latin America vs Global Reach of Retail Subcategories




Brazilians Rate Their Local Ecommerce Sites the Highest

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

Respondents in Peru and Chile were least likely to consider their local shoppingsites as excellent or very good

54%

38%44%

29%

39%

21%

Brazil Mexico Argentina Chile Colombia Peru




Group-buying Sites Showed Impressive Growth in Late 2010

Groupon in USA during 2010

Group-buying sites have taken off in Latin America and, based on what hasbeen seen in the USA, are set to continue their growth in 2011

Argentina is Groupon’s top market, with one of every five web users visiting thecoupon site in February 2011. Brazil is also one of top markets with 6% reach

Groupon Top Markets by % Reach

Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix , February 2011

21%

12%

10%

9%

7%

6%

6%6%

6%

5%

Argentina

Norway

Poland

Taiwan

Spain

United Kingdom

ItalyFrance

Brazil

Ireland




High Visitation Rates to Banking Sites from Venezuela, Chile, Brazil

Banking Sites

Dec 2010 % Reach

Banking SitesGrowth

Venezuela, Chile, and Brazil post thehighest visitation rates to Banking sites,with rates above the global average

Global growth in this category has leveledoff. In Latin America, percentage growthis highest in Mexico and Argentina


27.0%

17.4%

35.4%

47.7%

25.7%

32.4%

19.4%

25.5%

21.4%

35.9%

24.2%

42.2%

28.8%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

24.7% 27.0%25.7% 27.0%



+4% --

L i A i U h W b M i Ch l f N




Latin Americans Use the Web as a Main Channel for News,on Blogs as well as “Traditional” News sites

News/Information Sites

Dec 2010 % Reach

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

Blogs

Dec 2010 % 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

Chile

Peru

Venezuela

Puerto Rico





Sports Category

Sports Sites

Dec 2010 % Reach

Sports SitesGrowth

Sports site visiting is strongest from Braziland Argentina

Growth in visiting to sports sites from theregion has been flat over the past year,though the global average declined by afew more points


31.5%

22.1%

35.8%

49.4%

31.1%

39.7%

26.4%

34.8%

22.4%

24.1%

20.9%

27.5%

19.5%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

31,3% 32,8%31,1% 31,5%



-1% -4%




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 over the 2

nd

half of the year

Latin American Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), January 2010 to January 2011




Web is a Key Channel for Entertainment in Latin America

Entertainment Sites

Dec 2010 % Reach

Entertainment SitesGrowth

Visiting to Entertainment sites is uniformlyhigh across the region, with penetrationrates similar to, or exceeding, the globalaverage

Roughly 4 of every 5 web users in LatinAmerica visited an Entertainment site


78.5% 76.0%81.6% 79.9%



+4% +5%

79.9%

73.4%

85.2%

88.3%

81.6%

79.3%

83.8%

81.9%

82.9%

84.6%

86.8%

78.4%

76.2%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico




A few entertainment categories receive more than their “fair share” of visitors

from Latin America: Music, Entertainment News, Multimedia and Radio ratehighest

Multimedia, Music, and Entertainment News Index Highest

70,6%

54,3%

30,5%

23,7%

21,9%

16,2%

14,6%

10,7%

66,8%

44,0%

32,7%

30,9%

19,9%

12,8%

10,9%

10,7%

Multimedia

Entertainment -

Music

TV

Entertainment -Movies

Entertainment -News

Radio

Kids

HumorLatin America

Worldwide

Index: 106

123

93

77

110

123

127

133

100

Latin America vs Global Reach of Entertainment Subcategories





Online Video Viewers in Mexico Watch the Most Video on Average

7,7 9,07,0 7,6

Brazil Mexico Argentina Chile

Total Number ofVideos (MM): 2,972 1,813 942 541

Online Video Viewing in Latin AmericaAverage Hours per Viewer

Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Video Metrix , January 2011

Average time spent watching online video in Latin America are still far lower than

averages in North America and Europe: for example, average time spentwatching video in the U.S. was 15.7 hours over the same time period

Given the region’s

appetite forEntertainment, expect

to see continued growthin online videoconsumption asbroadband penetrationcontinues to increase




Searching for Something, Latin America?

Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore qSearch, December 2010

Google Sites88%

Google Sites

89%

Latin Americans search more than any other region in the world

In searches per searcher as well as results pages per searcher, the region isclearly using the Internet to search for information, news, images and products



Searching for Something?

Google Sites88%

Google Sites

89%

comscore latin america 2010 year in review

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