dados da internet no brasil - nov/2009

Sao Paulo, Brasil

November 2009

The State of the Internet in Brazil

Alexander Banks

Managing Director, Latin America

2© comScore, Inc. Proprietary and Confidential.

� In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region.

� Many emerging regions are 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.

Middle East - Africa

Europe

North America

Asia Pacific

Latin America

Distribution of Worldwide Internet AudienceUS Internet Population vs. Rest of the World

Rest of the World

US

The US is No Longer the Center of the Online Universe

Source: comScore World Metrix, July 2009


Latin America Continues Audience Growth

� Growth is flat in North America, European growth mostly driven by Russia

� Asia continues rapid growth on a very large base

� Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide

Source: comScore Media Metrix, August 2008 to August 2009

960.21,165.2

Worldwide Online Population (Millions)

August 2008 August 2009

+4%

389.6

271.1

183.8

70.3 45.4

477.2

325.6

191.0

90.2 81.2

Asia Pacific Europe North America Latin America Middle East - Africa

Online Population by Region (Millions)+22%

+4%

+20%

+28% +79%

Aug 2009

Aug 2008


Internet Users Age 15+ (MM)

China Surges Past the US

210.2

167.1

66.9

42.5

38.1

36.9

35.0

33.2

31.0

28.8

22.6

21.2

19.2

18.9

13.6

China

United States

Japan

Germany

France

United Kingdom

India

Russian Federation

Brazil

South Korea

Canada

Italy

Spain

Turkey

Mexico

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

experienced impressive growth rates of 31%, 26% and 23%, respectively.


Millions of Internet Users (15+, home & work locations)


The Majority of Top Properties’ Audiences Coming from Outside US

196

19264%

237

19770%

76%

73%

370

295

268

81%

66%

854

702

592

84%

77%

77%

US Audience Non-US AudienceTotal Worldwide

Unique Visitors (MM)


�The top 10 Global Properties attract a majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites attain 84% of their audience from non-US countries.

�All top sites have experienced a shift in visitor composition to a more international audience: non-US visitors now represent 77% and 66% of Facebook’s and AOL’s visitors, respectively.

84%


How global online behavior has changed over the last year

Source: comScore Media Metrix

Share of Global Minutes on Key Online Categories, May 2008 vs. May 2009

Share of time Spent on Entertainment is growing the fastest

Instant Messengers and Conversational Media both boast significant usage time


What is social media?

� Social Media is…

– media designed to be disseminated

through social interaction

– a logical step in the ongoing evolution

of the interactive platform

– the key driver of the fast-growing Web

2.0 category (including blogs, social

networks, UGC sites etc.)

– the combination of communication

(email, messenger) media-sharing

(photos, music, video etc.) and/or

UGC (opinion, feedback)

– an umbrella term that defines the

various activities that integrate

technology, social interaction, and the

construction of words and pictures.


Everything from Twitter to Facebook to Digg to Linkedin to Youtube

Examples of social media software applications include:

� Communication Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox,

ExpressionEngine, Xanga

� Micro-blogging / Presence applications: Twitter, Plurk, Jaiku, fmylife

� Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg

� Events: Upcoming, Eventful, Meetup.com

� Collaboration Wikis: Wikipedia, PBwiki, wetpaint

� Social bookmarking: Delicious, Digg, StumbleUpon, Google Reader, CiteULike

� Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa

� Video sharing: YouTube, Vimeo, sevenload

� Livecasting: Ustream.tv, Justin.tv, Stickam

� Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter

� Reviews and Opinions Product Reviews: Yelp, epinions.com, MouthShut.com

� Virtual worlds: Second Life, The Sims Online, Forterra


Profile: Twitter

Source: comScore Media Metrix United States, July 2009

Many Twitter regulars opt to access the service

exclusively from their mobile devices after an initial visit to

Twitter.com…

Twitter audience in Brazil grew by a factor of almost 10 over a span of just 5 months (from 413k in March to nearly

3.6M in July of 2009)

Age

composition index UV

Income

+2,613%

UVs (000)

composition index UV

Who’s following who on Twitter?


“Last tweet?”

November 2009

The Brazilian Online Audience

Alexander Banks



Internet audience in Latin America is to be taken seriously

� Brazil is the 9th largest Internet audience in the world (15+, H&W), Mexico 15th, Argentina 19th and Colombia 21st

� Home and work usage growing at significant rate – shared-access very strong

� In terms of total page views in July (15+ H&W) Brazil was 10th, ahead of Spain, India and Italy

� In July, Brazil consumed 3.2% of the world’s PVs, Mexico next with just over 1%

� Argentina (47.6) and Brazil (47.3) are both above the WW average in average visits to the Internet per visitor each month (47.2)

� The WW average percentage of 15-24 year-olds online is 27.6% (15+, H&W)

– Venezuela 50%

– Colombia 48%

– Mexico 47%

– Brazil 31%

– Argentina 27%

– Chile 27%


The size and level of engagement of the Brazilian Internet audience

� Brazil has the largest Internet population in Latin America, with more than 30

million home and work users, 15+ (total online pop. is approx 70M)

� The average Internet user in Brazil clocks 26.7 hours of usage per month, which

is nearly four hours more than the worldwide average

Source: comScore Media Metrix, September 2009

31.9

14.0

11.8

9.0

6.5

2.1

1.1

Brazil

Mexico

Argentina

Colombia

Chile

Venezuela

Puerto Rico

Internet User (Millions) in

Latin America

26.7

25.8

23.6

23.5

23.0

21.6

17.7

Brazil

Mexico

Chile

Venezuela

Colombia

Argentina

Puerto Rico

Total Hours Online per

Visitor in Latin America

WW Avg: 22.9


Comparison to other countries outside region

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

Internet populations in the Russian Federation and South Korea

� Internet users in Brazil spend a similar amount of time online as users in South

Korea and the United Kingdom but significantly more time than those in India and

the Russian Federation

Source: comScore Media Metrix, September 2009

37.3

35.8

34.7

31.9

29.2

22.9

United Kingdom

India

Russian Federation

Brazil

South Korea

Canada

Internet User (Millions)

28.6

11.3

15.8

26.7

32.4

40.1

United Kingdom

India

Russian Federation

Brazil

South Korea

Canada

Total Online Hours per Visitor

WW Avg: 22.9


0

500

1,000

1,500

2,000

2,500

3,000

3,500

Turkey United Kingdom

Brazil China Russian Federation

India

Time Spent (mins) Pages Viewed

Less mature Internet audiences are less active online

� Average time spent online is an indicator of the state of development of internet

markets, and Brazil appears very similar to the UK in this regard

– Online ad spend in UK recently surpassed that of TV

Source: comScore World Metrix, September 2009

Average Time Spent and Pages Viewed per Unique Visitor per Month


Age breakdown of the Internet audience in Brazil

� Internet users in Brazil skew slightly young: 65% of the Internet audience in

Brazil is under 35 years old

� In comparison, only 54% of the global online population is under 35

Source: comScore Media Metrix ,September 2009

31.4%

35.5%

27.6%

33.6%

28.0%

26.4%

21.0%

19.0%

21.6%

9.1%

10.8%

14.0%

4.9%

6.7%

10.4%

Brazil

Latin America

Worldwide

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


Demographic profile of the Brazilian Internet audience - Sept 2009


Heavy users most visible in markets that are still maturing

� In all of the largest developing markets, heavy internet users account for a higher volume of total pages

� Russia has the highest page consumption disparity, with 73% of pages viewed by 20% of the population

Source: comScore World Metrix, August 2009

9% 11% 11% 10% 7% 4%

34% 31% 30% 30%24%

23%

57% 57% 59% 60%69% 73%

0%

20%

40%

60%

80%

100%

United Kingdom

Turkey China Brazil India Russian Federation

Heavy Users

Medium Users

Light Users

Share of Page Views by User Segment


How the world uses the Internet

� Source: comScore World Metrix, July 2009


How the Brazilian audience compares to the rest of the world in terms of reach and time spent in key content categories

Utility & Content Categories

“On-ramp” Categories Web 2.0 Categories

Entertainment Categories

Source: comScore Media Metrix September 2009

97

96

157

90

Portals

Search/Navigation

105

157

103

93

76

121

93

135

69

51

58

58

e-mail

Instant Messengers

Retail

News/Information

Travel

Sports

97

112

125

66

176

127

Reference

Social Networking

Blogs

96

98

108

101

90

78

Entertainment

Multimedia

Online Gaming


Brazil: Highest-Indexing Web CategoriesIndex Compared to WW Reach

Highest-indexing sub-categories in Brazil

� Lifestyles and interests of the

Brazil internet user are reflected in

the sub-category visitation

– Gay/Lesbian

– Government

– Consumer Electronics

– Religion/Spirituality

– Sports/Outdoors

– Beauty/Fashion/Style

� Content preferences also align

with behavior typically seen by

newer Internet audiences

– Instant Messengers

– E-cards

– Information

– Job Search

251

200

196

194

192

183

183

183

172

157

143

142

139

138

138

Source: comScore Media Metrix September 2009

7.4

24.1

17.0

2.2

34.9

69.3

15.4

10.3

12.3

32.2

30.8

23.5

39.0

9.6

2.7

5.3

17.4

12.3

1.5

24.4

44.1

9.0

5.6

6.7

17.6

16.1

12.1

19.9

4.8

1.1

Job Search

Information

Kids

Pharmacy

Comparison Shopping

Instant Messengers

Beauty/Fashion/Style

Sports/Outdoor

Religion/Spirituality

Entertainment - News

Consumer Electronics

Radio

Government

e-cards

Gay/Lesbian

WW Reach Brazil Reach


Brazilian’s appetite for social networking is impressive

� Brazil is 2nd in the world in terms average pages per visitor in the social networking category (1,374), and 4th in the world in page views with over 33.4 billion (15+, H&W)

– 9.5B minutes spent in category also amongst the leading countries, sure to pass UK very soon

� Average visits per visitor per month is only exceeded by Canada, Israel and Turkey

– Brazilians Internet users, on average, visit the category 34 times a month

– UK and United States considerably less; 26 and 22 average visits a month


Orkut clearly leads the Social Networking category in Brazil

� Orkut, one of the top 3 web domains in terms of audience, continues to lead the way

– Almost 75% of Orkut’s total global page views comes from Brazil

– 33.1 average visits per visitor per month

– 33% of entire Orkut audience in Brazil is over the age of 35

– 66% of entire audience is over the age of 25

Source: comScore World Metrix, September 2009

43% 40%

20% 19% 18%12%

0%

10%

20%

30%

40%

50%

Social Networking Share of Total Pages

Country

Leading Social

NetworkReach

Turkey 81.3%

United Kingdom 74.1%

Brazil 71.4%

Russian Federation 46.8%

India 44.0%

China 24.0%


Is Facebook’s growth in Brazil hurting Orkut?

January 2009

September 2009


Brazilians also love Instant Messenger

� Brazil leads the world in Total Visits to the category

– almost 15% more than runner-up

� 12B Total Minutes spent in the category, second only to the US


The Top 25 most visited web domains in Brazil

� Google’s dominant presence clearly seen throughout Top 10

� Many Brazilian companies appear in Top 20 (UOL, Globo, Baixaki, iG, Abril, BuscaPe)

� Twitter, Bing, 4shared, MercadoLivre other notable inclusions


The Top 25 most visited web properties in Brazil

� Top 7 properties include large multi-nationals and leading portals

� Very strong performance seen from retail category (BuscaPe included)


In conclusion

� Brazilian Internet audience is…

– Highly engaged and fast-growing

– Relatively young, but maturing

– Consuming more and more sophisticated content

� Relatively strong reach for portals, social media, multimedia, government and retail

� Social networking and communication (IM) clear “enablers”

– stimulating overall Internet audience growth

– helping the migration of users from shared-access to H&W

� Social media should be fundamental part of any digital strategy

� Balanced audience demographics and diversity offers significant potential for advertising, content development etc.

� Content consumption, as well as audience profile, will move closer towards the global averages as audience continues to mature

November 2009

Tracking audience affinity

Alexander Banks



Case study: Targeting the online audience

Two sites offering almost identical demographics…

30


…but their respective audiences show clearly

distinct preferences in terms of online content

31


comScore.com em Portugues

dados da internet no brasil - nov/2009

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