estado da internet no brasil - comscore
DESCRIPTION
Estudo da ComScore sobre os dados de acessos e comportamento do internauta brasileiro.TRANSCRIPT
February 2011
The Brazilian Online Audience
2© comScore, Inc. Proprietary and Confidential.
comScore is a Global Leader in Measuring the Digital World
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Clients 1,600+ worldwide
Employees 1,000+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;
43 markets reported
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Global Coverage, Local Presence
comScore Locations
V0910
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comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital
Business 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
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The Internet Audience Worldwide
6© comScore, Inc. Proprietary and Confidential.
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 on
the back of increased residential broadband
penetration region-wide
Growth in Brazil 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 in Millions
(15+, Home & Work)
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010
1,222 1,324
7© comScore, Inc. Proprietary and Confidential.
Internet Users Age 15+ (MM)
Online from Work or Home
China Surges Past the US
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
291.5
180.9
73.0
49.3
46.1
41.9
41.6
40.0
38.6
30.2
23.0
22.7
22.6
21.1
China
United States
Japan
Germany
Russian Federation
France
India
Brazil
United Kingdom
South Korea
Canada
Italy
Turkey
Spain
While US user growth has remained flat over
the past year, China, Russia, and Brazil have
experienced impressive growth rates of
23%, 23% and 20%, respectively.
8© comScore, Inc. Proprietary and Confidential.
In Terms of Reach Worldwide, the Photos Category is Growing Fastest
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Key Categories
Reach 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
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
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%
9© comScore, Inc. Proprietary and Confidential.
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 Online
WW 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
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
Instant Messengers
TV
Sports
Auctions
Travel
Education2010 Share
2009 Share
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
10© comScore, Inc. Proprietary and Confidential.
Mobile On Track to Eclipse the Desktop
Source: Morgan Stanley Research
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Desktop
Mobile
Number of Global Users (Millions)
11© comScore, Inc. Proprietary and Confidential.
Browsing Audience Larger than App Audience in USA… Mostly
0
5,000
10,000
15,000
20,000
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
12© comScore, Inc. Proprietary and Confidential.
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 News
Work 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 Genres
Communicating and Sharing
Other
13© comScore, Inc. Proprietary and Confidential.
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 spending
surpassed $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 time
spent online in the U.S., up from 5.5% percent
a year ago.
Major milestones in mobile were crossed
during the year as smartphone adoption
reached 1 in 4 mobile Americans and 3G
penetration crossed the 50 percent threshold,
signaling that the mobile industry has reached
a point of no return.
14© comScore, Inc. Proprietary and Confidential.
A Few Excerpts from US Digital Year in Review (2010)
15© comScore, Inc. Proprietary and Confidential.
The Internet Audience in Brazil
16© comScore, Inc. Proprietary and Confidential.
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
30.0
35.0
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 Work
Source: comScore Media Metrix, December 2009 to December 2010
Total Visits peaked in October for the presidential elections and remained high
moving into November
17© comScore, Inc. Proprietary and Confidential.
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) in
Latin America
Total Hours Online per
Visitor in Latin America WW Avg: 22.4
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
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
18© comScore, Inc. Proprietary and Confidential.
Online Audience Sizes in Latin America, 15+ Home & Work
Internet Audience 15+ accessing Internet from Home or Work
Source: 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
17.8
12.8 12.37.3
3.8 2.9 1.2
Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico
2009 2010
19© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
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
20© comScore, Inc. Proprietary and Confidential.
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+
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
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+
21© comScore, Inc. Proprietary and Confidential.
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 Work
Source: 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+
22© comScore, Inc. Proprietary and Confidential.
Brazilian Online Audience – A Closer Look at Male & Female
Source: comScore Media Metrix, October 2010
23© comScore, Inc. Proprietary and Confidential.
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 in
December
Women 35-44 and 45-54 spent more time online than their male counterparts
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: 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
24© comScore, Inc. Proprietary and Confidential.
A Look at National & Regional Online Audiences
Source: comScore Media Metrix, October 2010
25© comScore, Inc. Proprietary and Confidential.
Regional Internet Population Distribution and Average Usage
BR Region: Southeast
68% of Online Population
Average 23.7 hours online
BR Region: Northeast
11% of Online Population
Average 26.3 hours online
BR Region: South
13% of Online Population
Average 25.9 hours online
BR Region: Center-west
6% of Online Population
Average 23.9 hours online
BR Region: North
2% of Online Population
Average 22.3 hours online
Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in
Northeast and the South
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
26© comScore, Inc. Proprietary and Confidential.
Brazil vs WW Reach of Key Categories
Reach of Key Categories
Brazilian and Global Internet Audience 15+ accessing Internet from Home or Work
Source: 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
Blogs
Instant Messengers
Retail
Multimedia
Directories/Resources
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
27© comScore, Inc. Proprietary and Confidential.
Growth in Reach of Almost All Major Online Categories in Brazil
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Key Categories
Reach 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
Blogs
Instant Messengers
Retail
Multimedia
Directories/Resources
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%
28© comScore, Inc. Proprietary and Confidential.
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 and
Banco do Brasil which each saw more than 50% growth in UVs
29© comScore, Inc. Proprietary and Confidential.
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 2009
the under 35 segment was responsible for 59%)
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
30© comScore, Inc. Proprietary and Confidential.
Group-buying Sites Showed Impressive Growth in Late 2010
comScore World Metrix 2010
Groupon in USA during 2010
Group-buying sites have taken off in
Brazil and, based on what has been
seen in the USA, are set to continue
their growth in 2011.
Three major players in the space saw
close to or more than 50% growth in
unique visitors from August to October
31© comScore, Inc. Proprietary and Confidential.
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 Sites
Growth
Seven out of ten web users in Brazil
visited a Retail site in December, a rate
that is the highest in the region
Significant upside still remains, as
Brazilians become more comfortable
with shopping and buying online
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: 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
32© comScore, Inc. Proprietary and Confidential.
Top Sites: Retail
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
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: BrazilAverage Minutes per User
33© comScore, Inc. Proprietary and Confidential.
Brazilians Rate Their Local Ecommerce Sites Very Highly
Share of Survey Respondents Stating that the Quality of Local Websites
is 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
34© comScore, Inc. Proprietary and Confidential.
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 2nd 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 Work
Source: comScore Media Metrix (Panel Only), February 2009 to December 2010
35© comScore, Inc. Proprietary and Confidential.
22.2
13.3
12.1
9.5
4.7
4.7
2.8
2.5
1.9
1.2
Rede Globo Esportes
UOL Esporte
MSN Sports International
Terra Sports
LANCENET.COM.BR
Yahoo! Sports
GloboSat Esportes
ESPN
IG Esporte
Big Lead Sports By FSV
30.7
17.6
10.6
17.6
23.9
5.0
5.1
19.8
5.9
4.2
Rede Globo Esportes
UOL Esporte
MSN Sports International
Terra Sports
LANCENET.COM.BR
Yahoo! Sports
GloboSat Esportes
ESPN
IG Esporte
Big Lead Sports By FSV
Top Sites: Sports
Top Sports Sites: Brazil% Reach
Top Sports Sites: BrazilAverage Minutes per User
Rede Globo Esportes, led by Globoesporte, leads the category with 22% reach
Usage on Rede Globo Esporte, is also heaviest, averaging 30.7 minutes/visitor
Smaller, yet highly engaged audience seen on lancenet.com.br
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
36© comScore, Inc. Proprietary and Confidential.
Automotive Category Continues to Develop a Strong Audience
comScore World Metrix 2010
Category growth of 32% from December 2009 to December 2010
Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br and
meucarronovo.com.br all showed significant growth during the year
37© comScore, Inc. Proprietary and Confidential.
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 2009
the under 35 segment was responsible for 63%)
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
38© comScore, Inc. Proprietary and Confidential.
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 Sites
Growth
The reach of the Social Networking
category continues to be very high
throughout 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 Work
Source: comScore Media Metrix (Panel Only), December 2010
39© comScore, Inc. Proprietary and Confidential.
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Orkut in Brazil FACEBOOK.COM in Brazil
Un
iqu
e V
isit
ors
Dec-2009
Dec-2010
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Orkut Worldwide FACEBOOK.COM Worldwide
Un
iqu
e V
isit
ors
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 Work
Source: comScore Media Metrix, December 2009 and December 2010
40© comScore, Inc. Proprietary and Confidential.
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
Worldwide 662,420 50% 300,600 29.6 9.7
Brazil 12,118 30% 813 10.5 3.6
Brazilian Internet Audience 15+ accessing Internet from Home or Work
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 visits
41© comScore, Inc. Proprietary and Confidential.
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
42© comScore, Inc. Proprietary and Confidential.
A Closer Look at Orkut and Facebook in Brazil
42
43© comScore, Inc. Proprietary and Confidential.
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.
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
44© comScore, Inc. Proprietary and Confidential.
Visitation to Blogs is Very High in Brazil
News/Information Sites
% Reach
Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: 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
Chile
Peru
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
45© comScore, Inc. Proprietary and Confidential.
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
46© comScore, Inc. Proprietary and Confidential.
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
47© comScore, Inc. Proprietary and Confidential.
Elections Lifted Reach of Certain Content Categories in All Regions
comScore World Metrix 2010
48© comScore, Inc. Proprietary and Confidential.
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
49© comScore, Inc. Proprietary and Confidential.
How the Election Was Won?
% Composition Unique Visitors
[P] MINHAMARINA.ORG.BR [P] DILMA13.COM.BR [P] SERRA45.COM.BR
Persons: 15-24 29.7 28.6 30.1
Persons: 25-34 36.8 31.4 31.6
Persons: 35-44 16.2 18.3 14.8
Persons: 45-54 11.2 12.9 12.2
Persons: 55+ 5.0 7.5 10.1
All Males 47.6 56.4 61.0
All Females 52.4 43.6 39.0
Region BR: Center-west 5.3 6.5 4.8
Region BR: North 1.7 1.9 1.6
Region BR: Northeast 16.6 19.3 16.7
Region BR: South 9.1 9.7 10.1
Region BR: Southeast 67.3 62.5 66.7
comScore World Metrix, October 2010
50© comScore, Inc. Proprietary and Confidential.
More On Each Candidate’s Online Audience
comScore World Metrix, October 2010
51© comScore, Inc. Proprietary and Confidential.
Online Video in Brazil
Brazilian Audience 15+ accessing Internet from Home or Work
Source: 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%
52© comScore, Inc. Proprietary and Confidential.
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
53© comScore, Inc. Proprietary and Confidential.
Video and Social Networking
Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
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?
54© comScore, Inc. Proprietary and Confidential.
In contrast with overall Internet usage in Brazil, males of all ages spend far more
time 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 Video
By Age and Gender
Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
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+
Male
Female
55© comScore, Inc. Proprietary and Confidential.
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 Work
Source: comScore qSearch, December 2010
Terra - Telefonica, 2%
Microsoft Sites, 2%
Conduit.com, 1%
Ask Network, 1%
All others, 4%
Google Sites
88%Google Sites
89%
56© comScore, Inc. Proprietary and Confidential.
Country
UV
(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
Source: comScore Media Metrix, December 2010
Brazil is the 8th largest Internet audience in the
world (15+, H&W) Mexico is 16th and Argentina
is 19th
The Brazilian online audience (15+, H&W)
surpassed the UK in October
Brazil’s online audience consumes more
pages than Australia, Italy, and Taiwan
combined
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%
57© comScore, Inc. Proprietary and Confidential.
Obrigado!
For questions, please contact [email protected]