panorama geral da internet no brasil_ alex banks da comscore

Agosto 2011 Digitalks, Curitiba

A Look at the Brazilian Internet Audience

Alexander BanksManaging Director, Brazil

2© comScore, Inc. Proprietary and Confidential.

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The Internet Audience Worldwide


492.8

349.9

207.2

90.5 103.8

562.5

366.9

207.6

119.0 118.0

Asia Pacific Europe North America Middle East - Africa Latin America

1,244.1 1,374.0

Latin America Continues Audience Growth

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

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

� Growth in Latin America likely to also continue as more people move from shared-access environment to home & work use May 2010 May 2011

+10%

+15%

---

+5%

+31% +14%

Worldwide Online Population

(Millions)

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, May 2010 and May 2011

May 2011

May 2010


Internet Users Age 15+ (MM)Online from Work or Home

China’s Online Population Now 313 MM (H&W, PC & Laptop)


Source: comScore Media Metrix, May 2011

313.0

184.2

73.4

50.0

48.3

43.7

42.5

42.3

36.7

30.5

23.4

23.2

22.9

21.4

19.4

China

United States

Japan

Germany

Russian Federation

India

Brazil

France

United Kingdom

South Korea

Canada

Italy

Turkey

Spain

Mexico

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

experienced impressive growth rates of 19%, 16% and 19%, respectively. Mexico’s online Home & Work population also grew by an impressive 21% over the past year.


Global Key Categories


Source: comScore Media Metrix (Panel Only), May 2010 and May 2011

Key Categories

Reach of WW Population, 2010 vs 2011

84%

71%

70%

66%

64%

63%

67%

53%

59%

53%

85%

76%

70%

69%

65%

63%

62%

58%

57%

54%

Search/Navigation

Social Networking

Directories/Resources

Multimedia

Retail

News/Information

e-mail

Downloads

Community

Technology

Growth: +2%

+7%

---

+5%

+1%

-1%

-7%

+10%

105

-4%

+2%

52%

51%

47%

34%

38%

34%

33%

32%

33%

26%

51%

51%

46%

35%

35%

33%

32%

32%

31%

26%

Blogs

Games

Business/Finance

TV

Instant Messengers

Sports

Auctions

Travel

Education

Automotive2010

2011

-1%

-2%

-2%

+2%

-9%

-4%

-4%

-2%

-5%

-1%


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)


0.6%

1.1%

1.5%

1.6%

2.0%

2.3%

3.4%

3.5%

4.3%

4.6%

5.3%

5.9%

6.2%

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%

BrazilArgentina

FranceGermany

ChileSpainIndia

CanadaAustralia

JapanUK

SingaporeUS

% of country total page requests

Connected Devices – Share of Total Traffic

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%

BrazilArgentina

FranceGermany

ChileSpainIndia

CanadaAustralia

JapanUK

SingaporeUS


Non-Computer Devices – Share of Total Traffic

Phone Tablet Other

The US leads all countries studied in Connected Devices (i.e. non-PC)

share of total country traffic, followed closely by Singapore

Source: comScore Device Essentials TM – International Data May 2011


Mobile devices account for over 60% of non-computer device traffic,

but non-computer devices account for less than 1% of total traffic

Non-Computer Devices

Tablet

Other Devices

Mobile

99.4%

0.4%

0.2%

0.0%

0.6%

Share of Total Traffic by Device Type in BrazilSource: comScore Device Essentials, Brazil, May 2011

Computer Mobile Tablet Other

0.4% of total traffic in Brazil came from Mobile devices


Comparison of Non-Computer Device Traffic by Device Type

80.00%

61.40%

79.80%

12.90%

33.40%

13.50%

7.20%

5.20%

6.70%

40% 50% 60% 70% 80% 90% 100%

Argentina

Brazil

Chile

Share of Non-Computer Traffic by Device TypeSource: comScore Device Essentials, May 2011

Mobile Tablet Other

� Tablets drive 33.4% of Non-Computer Traffic in Brazil – one of the highest percentages for tablets seen across markets. (Keep in mind that Brazil’s share of non-computer traffic is

only 0.6% of total traffic.)


iOS leads among operating systems on non-computer devices in

Brazil – particularly on tablets, with over 95% of tablet hits


21.0%

17.3%

11.7%

9.4%

Mobile

WebOS

RIM

Windows Mob.

Symbian

Android

Other

iOS

31.8%

1.6%

Tablet

RIM

Android

iOS

Tablet33.4%

Other5.2%

Mobile61.4%

Device Share of Non-Computer Traffic - Brazil


Mobile devices account for over two-thirds of non-PC traffic in the US


68.3%

22.4%

9.3%

Share of Connected Device Traffic - US

Mobile Tablet Other (eReader, Handheld Devices, etc.)


0.3%

0.3%

0.4%

0.9%

1.2%

1.3%

1.5%

2.9%

3.0%

3.2%

3.3%

3.6%

4.9%

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%

IndiaBrazil

ArgentinaFrance

GermanyChile

SpainCanada

JapanUKUS

AustraliaSingapore


iiOS – Share of Total Traffic

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%

IndiaBrazil

ArgentinaFrance

GermanyChile

SpainCanada

JapanUKUS

AustraliaSingapore


iOS – Share of Total Traffic

iPhone iPad iPod Touch

Singapore leads all countries studied in iOS share of total traffic

Australia ranks second, followed closely by the US and UK



iOS devices combined (iPad, iPhone, iPod Touch) account for over

half of non-computer device traffic in Brazil


iOS56.9%

Other19.3%

Android13.3%

Symbian9.4%

Windows Mobile1.0%

OS Share of Total Non-Computer Traffic – Brazil


Non-computer devices account for a disproportionate share of traffic

to Technology, Photos, and Blog content


0% 1% 2% 3%

Technology

% of total category page requests

Non-Computer Share of Category Hits – Brazil

Conn. Dev. Share of Total Internet

1.1%

1.4%

1.5%

0.3%

0.2%

1.0%

0% 1% 2% 3%

Blogs

Photos

Technology

% of total category page requests

Non-Computer Share of Category Traffic – Brazil

Mobile Tablet Other

Consumers of Technology content may be more likely to be early

adopters or heavier users of new

technology such as tablet devices.


Content Category Traffic by Device Type

Argentina Brazil Chile

Other 0.1% 0.1% 0.3%

Tablet 0.3% 0.8% 0.4%

Mobile 1.0% 1.0% 3.9%

Computer 98.6% 98.1% 95.4%

80%

85%

90%

95%

100%

Share of Total Traffic to Newspaper PropertiesSource: comScore Device Essentials, May 2011

124 316 226

Non-Computer Traffic

Newspaper Category Index

� Chile has the largest

share of non-computer

device traffic going to

newspaper sites (4.6% in

total).

� Users in Brazil are

significantly more likely

than average to visit

newspaper sites from

non-computer devices

(as evidenced by the

high Non-Computer

Traffic Newspaper

Category Index of 316).


Putting it Together:

News Readers Across Devices Throughout the Day


Similar Patterns Found in Brazil Device Usage

Visits by device to sites in the Portals, News/Information or Newspapers categories –

Brazil Only, time aligned to local time. Source: comScore

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

iPad Mobile PC


The PC/Laptop Internet Audience in Brazil

(Size & Makeup)


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


Source: comScore Media Metrix, May 2010 to May 2011

Online Population Sizes (MM)Latin America

� Mexico is one of the largest and fastest-growing online populations in the region

� Growth in mature markets of Argentina and Chile flattening

35.9

16.0 12.7 11.1

7.1 2.5 1.2

42.5

19.4

13.0 13.0 7.3

4.1 3.2 1.3

Brazil Mexico Argentina Colombia Chile PeruVenezuela

Puerto Rico

May-10 May-11

+19%

+21%

+2% +18%+3%

+27% +10%


27.1

25.8

28.7

26.6

25.3

27.4

22.6

18.5

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Brazil, Argentina & Peru Have Highest Internet Usage Rates in Region

� Brazil’s population is by far the largest in the region, and it is among top three

countries in terms of heaviest usage

Internet Users (Millions) in

Latin America

Total Hours Online per

Visitor in Latin America

WW Avg: 23.9



42.5

19.4

13.0

13.0

7.3

4.1

3.2

1.3

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Individual Countries’ Demographic Composition Vary 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

27%

29%

29%

41%

40%

44%

26%

26%

33%

25%

24%

27%

21%

18%

21%

20%

20%

15%

15%

14%

11%

10%

11%

9%

10%

13%

6%

4%

5%

5%

Chile

Argentina

Brazil

Colombia

Mexico

Venezuela

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

Countries with

High Internet

Penetration

Medium

Internet

Penetration

Low Internet

Penetration


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

is between 15 and 35 years old, compared to 52% of the global online population

� Because of Brazil’s size, it contributes heavily to the regional average

Age Distribution in Brazil is Skews to the 25-34 Bracket

Composition of Internet Audience 15+



26%

33%

29%

26%

29%

33%

22%

20%

21%

14%

11%

11%

12%

7%

6%

Worldwide

Latin America

Brazil

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


Young People Drive Internet Consumption in Brazil

Average Time Online by AgeHours per Visitor

� The younger demographic is spending the most time online in Brazil on average

� Note that average is higher than LatAm and Worldwide in almost all demo breaks



27.1

32.2

25.1 24.7 24.8 25.9

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

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

Brazil Latin America Worldwide


Regional Internet Pop Distribution and Avg Usage (Dec 2010)

BR Region: Southeast 68% of Online Population Average 23.7 hours online

BR Region: Northeast11% of Online PopulationAverage 26.3 hours online

BR Region: South 13% of Online PopulationAverage 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


The Internet Audience in Brazil

(Content Consumption)


Key Categories in Brazil

Reach of Key Categories



Index: 126

106

121

109

103

112

198

126

100

104

88%

87%

81%

76%

74%

71%

70%

68%

62%

62%

76%

85%

62%

51%

35%

69%

65%

70%

54%

57%

Social Networking

Search/Navigation

e-mail

Blogs

Instant Messengers

Multimedia

Retail

Directories/Resources

Technology

Community

Index: 117

101

131

149

213

104

109

98

105

116

109

61%

60%

53%

46%

45%

42%

40%

36%

25%

25%

63%

58%

51%

31%

33%

46%

28%

35%

32%

23%

News/Information

Downloads

Games

Education

Sports

Business/Finance

Photos

TV

Travel

HealthBrazil

Worldwide

97

103

106

149

137

91

145

104

78

108


Retail Continues to Grow in Brazil


Source: comScore Media Metrix (Panel Only), May 2010 & May 2011.

May 2010 UV (000) – 26,363 May 2011 UV (000) – 34,449

� Retail category has grown 31% from May 2010 to May 2011


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


2011 is a Breakthrough Year for Online Banking

comScore World Metrix 2011

� Online Banking grew 14% from May 2010 to May 2011


Automotive Category Continues to Develop a Strong Audience

comScore World Metrix 2011

� Category growth of 33% from May 2010 to May 2011

� Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br and

meucarronovo.com.br all showed significant growth during the year


The Travel Category Continues to “Take Off”

� Was one of the leaders in 2011 with 31% category growth (9.7M to 12.3M)




Social Networking in Brazil

� The reach of the Social Networking category continues to be very high

throughout Brazil


Source: comScore Media Metrix (Panel Only), May 2011


Orkut Still Leads in Social Networking, but Facebook is Catching Up

� 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;




A Look at Facebook & Orkut in Brazil (and India)




A look at Facebook & Orkut

� Cross-visiting seen in May 2010

� Cross-visiting seen in May 2011

Brazilian Internet Audience, accessing Internet from Home or Work



Twitter Reach Worldwide (15+, H&W and PC/Laptop only)




Youtube Audience as an Online Video Benchmark

� Brazil’s unique audience to Youtube grew by more than 30% over the last year

May 2010

Brazilian Audience 15+ accessing Internet from Home or Work

Source: comScore Video Metrix, May 2011

May 2011


Comparison of South to All Regions – Select Categories




Comparison of South to All Regions - Top Properties




What did we learn?

� Brazil is the 7th largest Internet audience in the world (15+, H&W), much larger

than both France & UK, and with nearly 35M additional Internet users from only

shared-access environments

� 6 out of every 1,000 page views in Brazil are currently non-PC/laptop, with

tablet use and some categories over-indexing vs global averages

� More “sophisticated” kinds of content like Travel, Automotive and Banking

showing growth on the back of changing demographics

� Communication and Social Media are driving growth; Orkut and Facebook

reaching more than ¾ of the online audience, Windows Live Messenger,

Twitter & Linkedin all showing terrific growth. Social Networking is leading

driver behind mobile Internet adoption globally.

� Blogs, Video and “Compra Coletiva” sites have also shown tremendous growth

over past year

� Online video has a very bright future in Brazil with strong content providers,

improving bandwidth and usage across various demographic segments


Obrigado!

The complete video recordings of “Digital Year in Review: Brazil 2010” are available here:

English: http://comscore.com/index.php//Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil

Portuguese: http://comscore.com/por/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil