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March 2011 Digital Year in Review: Latin America Alejandro Fosk

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

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    March 2011Digital Year in Review: Latin America

    Alejandro Fosk

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    2 comScore, Inc. Proprietary and Confidential.

    comScore is a Global Leader in Measuring the Digital World

    NASDAQ SCOR

    Clients 1600+ worldwide

    Employees 900+

    Headquarters Reston, VA

    Global Coverage170+ countries under measurement;

    43 markets reportedLocal Presence 30+ locations in 21 countries

    V0910

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    Global Coverage, Local Presence

    comScore Locations

    V0910

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    4 comScore, Inc. Proprietary and Confidential.

    comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics

    The Only Global Measurement

    of Audience and E-commerce

    170+ Countries Under Measurement

    43 Markets Reported

    2 Million Person Panel

    360View of Person Behavior

    V0910

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    Some of Our Largest Clients in Latin America Include

    V0910

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    The Internet Audience Worldwide

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    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

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    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.

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    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%

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    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

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    The Internet Audience in Latin America

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    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%

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    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

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

    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

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    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+

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

    34%

    27%

    29%

    26%

    20%

    22%

    11%

    14%

    7%

    11%

    Latin America

    Worldwide

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

    53%

    62%

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    Individual Countries Demographic Composition Varies Widely

    Composition of Internet Audience 15+

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

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

    Chile and Argentinas 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+

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    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

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

    23.026.6

    20.8 21.2 21.922.422.4 22.8 21.3 21.8

    24.2 23.2

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

    Latin America Worldwide

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    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

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    Online Behavior in Latin America

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

    Reach of Key Categories

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

    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

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    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%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    +7%+4%

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    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

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    Latin America Also Represents A Number of Major Twitter Markets

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

    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

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    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

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

    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%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    +27%+24%

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    37%50%

    60%69% 68% 69%

    57%43%

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

    Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico

    Dec 2009 Reach Dec 2010 Reach

    +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

    *

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    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 of the webpopulation uses Instant Messengers

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

    70.7%

    41.1%

    68.1%

    34.7%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    -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

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    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

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

    60.0% 61.8%62.1% 63.9%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    +4% +3%

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    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

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    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

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

    Latin America vs Global Reach of Retail Subcategories

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    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

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    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 Groupons 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

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    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

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

    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%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    +4% --

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

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    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

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

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    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

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

    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%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    -1% -4%

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    The World Cups 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

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    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

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

    78.5% 76.0%81.6% 79.9%

    Latin America Worldwide

    Dec 2009 Reach Dec 2010 Reach

    +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

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    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

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

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    Online Video Viewers in Mexico Watch the Most Video on Average

    7,7 9,0 7,0 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 regions

    appetite forEntertainment, expect

    to see continued growthin online videoconsumption asbroadband penetrationcontinues to increase

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    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

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    Searching for Something?

    Google Sites88%

    Google Sites

    89%