Panorama geral da internet no Brasil - ComScore - Alex Banks
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Panorama geral da internet no Brasil - ComScore - Alex Banks

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Apresentação Panorama geral da internet no Brasil - ComScore - Alex Banks

Apresentação Panorama geral da internet no Brasil - ComScore - Alex Banks

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    Panorama geral da internet no Brasil - ComScore - Alex Banks Panorama geral da internet no Brasil - ComScore - Alex Banks Presentation Transcript

    • A Look at the Brazilian Internet AudienceDIGITALKS, BELO HORIZONTEAlexander BanksManaging Director, Brazil
    • comScore is a Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1,700+ worldwideEmployees 900+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 43 markets reportedLocal Presence 32+ locations in 23 countries © comScore, Inc. Proprietary and Confidential. 2 V0411
    • Global Coverage, Local PresencecomScore Locations © comScore, Inc. Proprietary and Confidential. 3 V0411
    • comScore Digital Business Analytics Audience Measurement Web Analytics User Analytics Vertical Market SolutionsUnified Digital Measurement™ Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management © comScore, Inc. Proprietary and Confidential. 4 V0411
    • comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics Web Visiting & Search Behavior Online Online & Offline Advertising Buying Exposure Transactions Advertising Effectiveness Media & Video Demographics, Consumption PANEL Lifestyles & Attitudes Mobile Internet Usage & Behavior © comScore, Inc. Proprietary and Confidential. 5
    • A Comprehensive Suite of Products and Services Media Planning & Analysis Web Analytics Video & Distributed Media Measurement Social Analytics Search Marketing Marketing on the Internet Technology Tracking Industry Solutions Copy Testing Advertising Effectiveness Cross Media Measurement Mobile Solutions International Solutions Custom Research © comScore, Inc. Proprietary and Confidential. 6 V0411
    • The Internet Audience Worldwide © comScore, Inc. Proprietary and Confidential. 7
    • Latin America Continues Audience Growth Growth is flat in North America, European Worldwide Online Population growth mostly driven by Russia (Millions) Growth in Latin America expected to continue +11% on the back of increased residential 1,351 broadband penetration region-wide 1,219 Growth in Latin America likely to also continue as more people move from shared- access environment to home & work use March 2010 March 2011 +15% Mar 2010 550.9 Mar 2011 480.7 +5% 345.3 363.7 --- +32% +14% 204.0 204.4 88.3 116.4 101.1 115.2 Asia Pacific Europe North America Middle East - Africa Latin America © comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, March 2010 and March 2011
    • China’s Online Population Now Over 300M (H&W, PC & Laptop) Internet Users Age 15+ (MM) Online from Work or Home China 304.2 United States 181.1 Japan 73.2 Germany 49.7 Russian Federation 47.4 India 42.8 France 42.3 Brazil 41.5 While US user growth has remained flat over United Kingdom 36.2 the past year, China, Russia, and Brazil have South Korea 30.4 experienced impressive growth rates of Canada 23.3 20%, 18% and 19%, respectively. Mexico’s online Home & Work population also grew Italy 23.0 by an impressive 21% over the past year. Turkey 22.8 Spain 21.3 Mexico 18.7 © comScore, Inc. Proprietary and Confidential. 9 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, March 2011
    • In Terms of Reach Worldwide, the Photos Category is Growing Fastest Key Categories Reach of WW Population, 2009 vs 2010 85% 53% Search/Navigation Growth: +5% Photos +24% 81% 43% 70% 51% Social Networking +4% Games +3% 68% 50% 68% 50% +4% Blogs ---Directories/Resources 66% 50% 67% 46% Multimedia +6% Business/Finance +1% 63% 45% 64% Instant 35% Retail +3% -15% 62% Messengers 41% 63% 33% e-mail -4% TV +2% 66% 32% 60% 32% News/Information +1% Sports -4% 59% 33% 58% 31% Community +4% Auctions -7% 56% 34% 57% 30% Downloads +11% Travel +4% 51% 29% 53% 29% 2010 Technology -2% Education -5% 54% 30% 2009 © comScore, Inc. Proprietary and Confidential. 10 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • Globally, SN is the Big Winner in Time Spent, IMs and Email Lost Share Key Categories: Share of Time Spent Online WW Population, 2009 vs 2010 3.1% 2.6% Search/Navigation Photos 3.0% 0.7% 16.0% 3.8% Social Networking Games 11.9% 3.9% 2.2% 0.9% Directories/Resources Blogs 1.9% 0.8% 6.2% 1.5% Multimedia Business/Finance 5.7% 1.6% 3.5% Instant 9.2% Retail 3.1% Messengers 12.2% 6.6% 0.6% e-mail TV 7.2% 0.5% 2.4% 1.2% News/Information Sports 2.5% 1.2% 1.9% 1.6% Community Auctions 2.0% 1.7% 0.8% 0.5% Downloads Travel 0.8% 0.5% 0.6% 0.7% 2010 Share Technology Education 0.6% 0.7% 2009 Share © comScore, Inc. Proprietary and Confidential. 11 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • Mobile On Track to Eclipse the Desktop Number of Global Users (Millions) 2,000 1,800 1,600 1,400 1,200 1,000 Desktop 800 Mobile 600 400 200 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 © comScore, Inc. Proprietary and Confidential. 12 Source: Morgan Stanley Research
    • Browsing Audience Larger than App Audience in USA… Mostly Top 10 Mobile Content Categories Browser v. App US, April 2010 40,000 35,000 Browser 30,000 25,000 20,000 App 15,000 10,000 5,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 13
    • A Quick Look at the Top Genres for Mobile Browsing in the USA Top Genres for Mobile Browsing General Reference 17.2% Movie Information 20.1% News and Weather GenresStock Quotes or Financial News 20.4% Communicating and Sharing Tech News 21.0% Other Maps 21.6% Photo or Video Sharing 23.1% Work Email 24.1% Entertainment News 28.2% Sports Information 29.5% IM 30.0% News 36.1% Weather 37.1% Social Networking 42.0% Personal Email 46.5% Search 47.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Product: MobiLens Data: Three month average ending June 2010 Country: US – N=32,009 © comScore, Inc. Proprietary and Confidential. 14
    • 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 finished 2010 accounting 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. © comScore, Inc. Proprietary and Confidential. 15
    • The Internet Audience in Brazil(Size & Makeup) © comScore, Inc. Proprietary and Confidential. 16
    • Online Audience Sizes in Latin America, 15+ Home & Work Brazil has by far the largest online population in Latin America Continues to show terrific audience growth: ~20% from Mar 2010 to Mar 2011 Online Population Sizes (MM) +19% Latin America 41.5 34.8 +21% +2% +21% 18.7 +5% 15.5 +27% 12.7 12.9 10.5 12.7 +9% 7.0 7.3 3.9 2.4 3.0 1.2 1.3 Brazil Mexico Argentina Colombia Chile Peru Puerto Venezuela Rico Mar-10 Mar-11 © comScore, Inc. Proprietary and Confidential. 17 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, March 2010 to March 2011
    • Brazilian Internet Population Growth & Consumption Total Visits peaked in October for the presidential elections and remained high moving into November In December of 2010, Brazil saw more visits to the Internet than Spain + Italy Brazilian Internet Population Size and Total Internet Visits45.0 2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163 2,50040.0 1,966 1,978 1,848 2,00035.030.025.0 1,50020.0 36.4 37.0 37.5 38.1 38.7 39.3 40.0 33.3 33.8 34.2 34.8 35.3 35.9 1,00015.010.0 500 5.0 0.0 - Unique Visitors (MM) Visits (MM) © comScore, Inc. Proprietary and Confidential. 18 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010
    • The Size and Engagement of the Brazilian Internet Audience The average Internet user in Brazil views 2,019 pages per month, average in LatAm is 1,769 while Worldwide is 2,057 The average Internet user in Brazil clocks 24.3 hours of usage per month – Worldwide average is 22.4 hours per visitor Total Hours Online per Visitor WW Average: 22.4 France 25.7 India 12.1 Brazil 24.3 United Kingdom 30.6 South Korea 27.8 Canada 44.9 Italy 16.0 © comScore, Inc. Proprietary and Confidential. 19 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Equal Distribution of Visitors & Usage by Gender in Brazil Share of Online Visitors, Time, Average Time Spent Online and Pages by Gender By Gender 49.0% 49.5% 49.4% 24.5 24.1 51.0% 50.5% 50.6% Unique Minutes Pages Average Hours Online Visitors Males Females Males Females © comScore, Inc. Proprietary and Confidential. 20 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, March 2011
    • Brazilian Online Population Skews Young 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 Composition of Internet Audience 15+ Brazil 29.0% 33.7% 21.2% 10.7% 5.3% Latin America 33.6% 28.6% 20.0% 11.3% 6.6% Worldwide 26.8% 26.0% 21.6% 14.2% 11.4% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 21 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • However, it is “Less Young” than it was in 2009 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 Composition of Brazilian Internet Audience 15+ 2009 vs 2010 Dec-09 31% 34% 21% 9% 5% Dec-10 29% 34% 21% 11% 5% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 22 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
    • Youngest Users are the Heaviest Users 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 Average Time Online by Age & Gender 28.5 28.5 24.6 23.6 22.3 21.7 22.3 23.3 21.8 21.6 Male Female 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 23 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Youngest Users also Visit Most Often Females 35-54 visited the Internet more often than their male counterparts Average number of visits highest by Males 15-24, followed by Females 15-24 Average Internet Visits per Visitor by Age & Gender 60.9 59.7 56.3 55.0 51.2 51.1 53.5 51.1 50.0 49.5 Male Female 15-24 25-34 35-44 45-54 55+ Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 24 Source: comScore Media Metrix, March 2011
    • Regional Internet Population Distribution and Average Usage Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in Northeast and the South BR Region: North 2% of Online Population Average 22.3 hours online BR Region: Northeast 11% of Online Population Average 26.3 hours online BR Region: Center-west 6% of Online Population Average 23.9 hours online BR Region: Southeast 68% of Online Population Average BR Region: South 13% of Online Population 23.7 hours online Average 25.9 hours online © comScore, Inc. Proprietary and Confidential. 25 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • The Internet Audience in Brazil(Content Consumption) © comScore, Inc. Proprietary and Confidential. 26
    • Brazil vs WW - Reach of Key Categories Reach of Key Categories 86% 59% Search/Navigation Index: 101 Downloads 104 85% 57% 85% 53% Social Networking 121 Games 104 70% 51% 75% News/Information 59% e-mail 120 97 63% 60% 71% 43% Blogs 142 Photos 81 50% 53% 71% 41% Instant Messengers 204 Business/Finance 91 35% 46% 70% 40% Retail 109 Education 138 64% 29% 68% 40% Multimedia 102 Sports 126 67% 32% 64% 33% 94 TV 101Directories/Resources 68% 33% 60% 25% Community 103 Travel 85 58% 30% 60% 22% Brazil Technology 113 Automotive 90 53% 24% Worldwide © comScore, Inc. Proprietary and Confidential. 27 Brazilian and Global Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Growth in Reach of Almost All Major Online Categories in Brazil Key Categories Reach of Brazilian Population, 2009 vs 2010 86% 59% Search/Navigation Growth: +7% Downloads +2% 80% 58% 85% 59% Social Networking +10% News/Info --- 78% 59% +5% 75% 53% e-mail Games +1% 72% 53% 71% 43% Blogs +9% Photos +17% 65% 37% 71% 41% Instant Messengers +5% Business/Finance +5% 67% 40% 70% -4% 40% Retail +9% Education 64% 41% 68% 40% Multimedia +9% Sports +1% 63% 39% 64% 33% +3% TV +2%Directories/Resources 62% 32% 60% 25% Community +5% Travel +14% 57% 22% 60% 22% 2010 Technology +7% Automotive -1% 56% 22% 2009 © comScore, Inc. Proprietary and Confidential. 28 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • Retail Continues to Grow in Brazil Retail Sites Seven out of ten web users in Brazil % Reach visited a Retail site in December, a rate that is the highest in the region WW 63.9% Asia Pacific 54.2% Significant upside still remains, as Europe 72.8% Brazilians become more comfortable North America 85.5% with shopping and buying online Latin America 62.1% Retail Sites Brazil 69.6% Growth Mexico 59.3% +9% +3% Argentina 62.7% 63.8% 69.6% 63.9% 61.8% Colombia 51.6% Chile 58.1% Peru 57.8% Venezuela 60.3% Brazil Worldwide Puerto Rico 60.6% 2009 Reach 2010 Reach © comScore, Inc. Proprietary and Confidential. 29 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), Dec 2009 & December 2010
    • Top Sites: Retail 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 Top Retail Sites: Brazil % Reach Average Minutes per User MercadoLibre 29.9 MercadoLibre 22.3 Lojas Americanas 26.7 Lojas Americanas 12.6 BuscaPe.com Inc. 21.6 BuscaPe.com Inc. 4.6 UOL Shopping 13.4 UOL Shopping 2.2 NETSHOES.COM.BR 9.5 NETSHOES.COM.BR 9.7 PONTOFRIO.COM.BR 7.6 PONTOFRIO.COM.BR 10.0 CASASBAHIA.COM.BR 7.3 CASASBAHIA.COM.BR 10.2 EXTRA.COM.BR 7.1 EXTRA.COM.BR 8.5 MAGAZINELUIZA.COM.BR 7.1 MAGAZINELUIZA.COM.BR 9.1 COMPRAFACIL.COM.BR 6.0 COMPRAFACIL.COM.BR 7.0 © comScore, Inc. Proprietary and Confidential. 30 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Brazilians Rate Their Local Ecommerce Sites Very Highly In a custom survey recently conducted by comScore, Brazilians were more likely to agree that locally-developed shopping sites were excellent or very good Share of Survey Respondents Stating that the Quality of Local Websites is Excellent/Very Good 54% 44% 38% 39% 29% 21% Brazil Mexico Argentina Chile Colombia Peru Q4: How would you rate the quality of Local Websites when shopping online? Base: Respondent makes purchases online. © comScore, Inc. Proprietary and Confidential. 31 Source: comScore Latin America E-Commerce Study, November 2010
    • Group-buying Sites Showed Impressive Growth in Late 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 © comScore, Inc. Proprietary and Confidential. 32 comScore World Metrix 2010
    • 2010 was a Breakthrough Year for Online Banking 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 © comScore, Inc. Proprietary and Confidential. 33 comScore World Metrix 2010
    • So, Who Were the Drivers of the Banking Category’s 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 © comScore, Inc. Proprietary and Confidential. 34 Source: comScore Media Metrix, December 2010
    • 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 © comScore, Inc. Proprietary and Confidential. 35 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), February 2009 to December 2010
    • Automotive Category Continues to Develop a Strong Audience 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 © comScore, Inc. Proprietary and Confidential. 36 comScore World Metrix 2010
    • 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 © comScore, Inc. Proprietary and Confidential. 37 Source: comScore Media Metrix, December 2010
    • Social Networking in Brazil and Around the World Social Networking Sites The reach of the Social Networking % Reach category continues to be very high throughout Latin America WW 70.5% Asia Pacific 47.9% In Brazil, even with such a high reach, the category is amazingly still growing Europe 84.4% North America 89.8% Latin America 87.7% Social Networking Sites Brazil 85.3% Growth Mexico 88.8% +10% +4% Argentina 89.7% 77.9% 85.3% 67.6% 70.5% Colombia 88.6% Chile 91.7% Peru 90.9% Brazil Worldwide Venezuela 88.9% 2009 Reach 2010 Reach Puerto Rico 85.9% © comScore, Inc. Proprietary and Confidential. 38 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
    • Social Networking Worldwide (15+), March 2011 Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 39 Source: comScore Media Metrix, March 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; even with 28% growth in Brazil, Orkut’s total global audience declined by 1% over the past year Orkut and Facebook Orkut and Facebook Brazil UV and Growth Global UV and Growth 700,000 +41% 35,000 +28% 30,000 600,000Unique Visitors Unique Visitors 25,000 500,000 20,000 400,000 15,000 +258% Dec-2009 300,000 10,000 Dec-2010 200,000 5,000 0 100,000 -1% Orkut in Brazil FACEBOOK.COM 0 in Brazil Orkut Worldwide FACEBOOK.COM Worldwide © comScore, Inc. Proprietary and Confidential. 40 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
    • A Closer Look at Facebook and Orkut Globally 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 more often than the world visits Facebook Unique Visitors Reach Page Views Avg Visits/ Avg Mins/ (000) (millions) Visit Visit ORKUT Worldwide 52,755 4% 23,050 22.3 8.1 Brazil 31,279 78% 20,584 31.7 8.5 FACEBOOK 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 © comScore, Inc. Proprietary and Confidential. 41 Source: comScore Media Metrix, December 2009 and December 2010
    • A Closer Look at Orkut and Facebook in Brazil © comScore, Inc. Proprietary and Confidential. 42 42
    • A Look at Facebook & Orkut in Brazil (and India) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 43 Source: comScore Media Metrix, March 2011
    • 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 © comScore, Inc. Proprietary and Confidential. 44 Source: comScore Media Metrix, December 2009 and December 2010
    • Twitter Reach Worldwide (15+) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 45 Source: comScore Media Metrix, March 2011
    • Growth in Twitter.com Visits and UVs to the Blogs category Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 46 Source: comScore Media Metrix, March 2011
    • Visitation to Blogs is Very High in Brazil BlogSites News/Information Sites % Reach % Reach WW 50.0% WW 60.3% Asia Pacific 42.3% Asia Pacific 50.9% Europe 55.1% Europe 67.4% North America 55.8% North America 80.0% Latin America 62.9% Latin America 56.5% Brazil 71.1% Brazil 58.8% Mexico 60.4% Mexico 54.9% Argentina 62.3% Argentina 65.8% Colombia 55.4% Colombia 50.9% Chile 59.5% Chile 56.0% Peru 66.9% Peru 55.8% Venezuela 57.7% Venezuela 51.0% Puerto Rico 46.6% Puerto Rico 50.8% © comScore, Inc. Proprietary and Confidential. 47 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
    • 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 © comScore, Inc. Proprietary and Confidential. 48
    • Brazil is 3rd in the World in terms of Conversational Media PVs Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 49 Source: comScore Media Metrix, March 2011
    • Youtube Audience as an Online Video Benchmark Brazil’s unique audience to Youtube grew by more than 33% over the last year Dez/2009 Dez/2010 Brazilian Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 50 Source: comScore Video Metrix, December 2010
    • Video and Social Networking 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? © comScore, Inc. Proprietary and Confidential. 51 Brazilian Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, December 2010
    • What did we learn? Brazil is soon to be the 7th largest Internet audience in the world (15+, H&W), much larger than both France & UK, and with nearly 40M additional Internet users from only shared-access environments 54% of the audience is between 25-44, with strong growth seen outside the dominant Southeast region More “sophisticated” kinds of content like Travel, Automotive and Banking showing growth on the back of changing demographics Social Media is driving growth with Orkut and Facebook reaching more than ¾ of the online audience, leading driver behind mobile globally Twitter and Blogs have also shown tremendous growth and proved to be an important source of news and political commentary in 2010 Online video has a bright future in Brazil with strong content providers, improving bandwidth and usage across various demographic segments © comScore, Inc. Proprietary and Confidential. 52
    • 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_BrazilPortuguese: http://comscore.com/por/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil © comScore, Inc. Proprietary and Confidential. 53