Panorama geral da Internet no Brasil_ Alex Banks da comScore
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Panorama geral da Internet no Brasil_ Alex Banks da comScore

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Apresentação sobre o Panorama geral da Internet no Brasil realizado por Alex Banks da comScore no Digitalks Day Curitiba 2011

Apresentação sobre o Panorama geral da Internet no Brasil realizado por Alex Banks da comScore no Digitalks Day Curitiba 2011

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  • 1. A Look at the Brazilian Internet AudienceAgosto 2011 Digitalks, CuritibaAlexander BanksManaging Director, Brazil
  • 2. 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
  • 3. 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. 3
  • 4. 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. 4 V0411
  • 5. The Internet Audience Worldwide © comScore, Inc. Proprietary and Confidential. 5
  • 6. 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 +10% on the back of increased residential 1,374.0 broadband penetration region-wide 1,244.1 Growth in Latin America likely to also continue as more people move from shared- access environment to home & work use May 2010 May 2011 +15% May 2010 May 2011 562.5 +5% 492.8 366.9 --- 349.9 +31% +14% 207.2 207.6 90.5 119.0 103.8 118.0 Asia Pacific Europe North America Middle East - Africa Latin America © comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 and May 2011
  • 7. China’s Online Population Now 313 MM (H&W, PC & Laptop) Internet Users Age 15+ (MM) Online from Work or Home China 313.0 United States 184.2 Japan 73.4 Germany 50.0 Russian Federation 48.3 India 43.7 While US user growth has remained flat over Brazil 42.5 the past year, China, Russia, and Brazil have France 42.3 experienced impressive growth rates of United Kingdom 36.7 19%, 16% and 19%, respectively. Mexico’s online Home & Work population also grew South Korea 30.5 by an impressive 21% over the past year. Canada 23.4 Italy 23.2 Turkey 22.9 Spain 21.4 Mexico 19.4 © comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 8. Global Key Categories Key Categories Reach of WW Population, 2010 vs 2011105 84% 52% Search/Navigation Growth: +2% Blogs -1% 85% 51% 71% 51% Social Networking +7% Games -2% 76% 51% 70% 47% Directories/Resources --- Business/Finance -2% 70% 46% 66% 34% Multimedia +5% TV +2% 69% 35% 64% Instant 38% Retail +1% -9% 65% Messengers 35% 63% 34% News/Information -1% Sports -4% 63% 33% 67% 33% e-mail -7% Auctions -4% 62% 32% 53% 32% Downloads +10% Travel -2% 58% 32% 59% 33% Community -4% Education -5% 57% 31% 53% 26% 2010 Technology +2% Automotive -1% 54% 26% 2011 © comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), May 2010 and May 2011
  • 9. 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. 9 Source: Morgan Stanley Research
  • 10. The US leads all countries studied in Connected Devices (i.e. non-PC)share of total country traffic, followed closely by Singapore Non-Computer Devices Share ofof Total Traffic Connected Devices – – Share Total Traffic US 6.2%Singapore 5.9% UK 5.3% Japan 4.6% Australia 4.3% Canada 3.5% India 3.4% Spain 2.3% Chile 2.0% Germany 1.6% Phone Tablet Other France 1.5%Argentina 1.1% Brazil 0.6% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% % of country total page requests © comScore, Inc. Proprietary and Confidential. 10 Source: comScore Device Essentials TM – International Data May 2011
  • 11. Mobile devices account for over 60% of non-computer device traffic,but non-computer devices account for less than 1% of total traffic Share of Total Traffic by Device Type in Brazil Source: comScore Device Essentials, Brazil, May 2011 Computer Mobile Tablet Other 0.4% Mobile 99.4% 0.6% 0.2% Tablet 0.0% Other Devices Non-Computer Devices 0.4% of total traffic in Brazil came from Mobile devices © comScore, Inc. Proprietary and Confidential. 11
  • 12. Comparison of Non-Computer Device Traffic by Device Type Share of Non-Computer Traffic by Device Type Source: comScore Device Essentials, May 2011 Mobile Tablet Other Chile 79.80% 13.50% 6.70% Brazil 61.40% 33.40% 5.20% Argentina 80.00% 12.90% 7.20% 40% 50% 60% 70% 80% 90% 100% 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.) © comScore, Inc. Proprietary and Confidential. 12
  • 13. iOS leads among operating systems on non-computer devices inBrazil – particularly on tablets, with over 95% of tablet hits Device Share of Non-Computer Traffic - Brazil Mobile Tablet TabletWebOS 9.4% 33.4% 1.6%RIM RIM 11.7%Windows Mob.Symbian 17.3% Android 31.8%Android Mobile 61.4%Other 21.0% iOSiOS Other 5.2% © comScore, Inc. Proprietary and Confidential. 13 Source: comScore Device Essentials TM – International Data May 2011
  • 14. Mobile devices account for over two-thirds of non-PC traffic in the US Share of Connected Device Traffic - US 9.3% 22.4% 68.3% Mobile Tablet Other (eReader, Handheld Devices, etc.) © comScore, Inc. Proprietary and Confidential. 14 Source: comScore Device Essentials TM – International Data May 2011
  • 15. Singapore leads all countries studied in iOS share of total trafficAustralia ranks second, followed closely by the US and UK iiOS – Share of Total Traffic iOS – Share of Total TrafficSingapore 4.9% Australia 3.6% US 3.3% UK 3.2% Japan 3.0% Canada 2.9% Spain 1.5% Chile 1.3% Germany 1.2% iPhone iPad iPod Touch France 0.9%Argentina 0.4% Brazil 0.3% India 0.3% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% % of country total page requests © comScore, Inc. Proprietary and Confidential. 15 Source: comScore Device Essentials TM – International Data May 2011
  • 16. iOS devices combined (iPad, iPhone, iPod Touch) account for overhalf of non-computer device traffic in Brazil OS Share of Total Non-Computer Traffic – Brazil Windows Mobile 1.0% Symbian 9.4% Android 13.3% iOS 56.9% Other 19.3% © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Device Essentials TM – International Data May 2011
  • 17. Non-computer devices account for a disproportionate share of trafficto Technology, Photos, and Blog content Non-Computer Share of Category TrafficBrazil Non-Computer Share of Category Hits – – Brazil Mobile Tablet Other Conn. Dev. Share of Total Internet Technology 1.5% 1.0% Consumers of Technology content may be more likely to be early adopters or heavier users of new Technology Photos 1.4% 0.2% technology such as tablet devices. Blogs 1.1% 0.3% 0% 1% 2% % of total category page requests 3% % of total category page requests © comScore, Inc. Proprietary and Confidential. 17 Source: comScore Device Essentials TM – International Data May 2011
  • 18. Content Category Traffic by Device Type Share of Total Traffic to Newspaper Properties Source: comScore Device Essentials, May 2011 Chile has the largest 100% share of non-computer device traffic going to newspaper sites (4.6% in 95% total). 90% Users in Brazil are significantly more likely 85% than average to visit newspaper sites from non-computer devices 80% (as evidenced by the Argentina Brazil Chile high Non-Computer Other 0.1% 0.1% 0.3% Traffic Newspaper Tablet 0.3% 0.8% 0.4% Category Index of 316). Mobile 1.0% 1.0% 3.9% Computer 98.6% 98.1% 95.4% Non-Computer Traffic Newspaper 124 316 226 Category Index © comScore, Inc. Proprietary and Confidential. 18
  • 19. Putting it Together:News Readers Across Devices Throughout the Day © comScore, Inc. Proprietary and Confidential. 19
  • 20. Similar Patterns Found in Brazil Device Usage9%8%7%6%5%4%3%2%1%0% iPad Mobile PC Visits by device to sites in the Portals, News/Information or Newspapers categories – © comScore, Inc. Proprietary and Confidential. 20 Brazil Only, time aligned to local time. Source: comScore
  • 21. The PC/Laptop Internet Audience in Brazil(Size & Makeup) © comScore, Inc. Proprietary and Confidential. 21
  • 22. Online Audience Sizes in Latin America, 15+ Home & Work Mexico is one of the largest and fastest-growing online populations in the region Growth in mature markets of Argentina and Chile flattening Online Population Sizes (MM) +19% Latin America 42.5 35.9 +21% +2% +18% 19.4 +3% 16.0 +27% +10% 12.7 13.0 11.1 13.0 7.1 7.3 4.1 2.5 3.2 1.2 1.3 Brazil Mexico Argentina Colombia Chile Peru Puerto Venezuela Rico May-10 May-11 © comScore, Inc. Proprietary and Confidential. 22 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 to May 2011
  • 23. 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 Total Hours Online per Latin America Visitor in Latin America WW Avg: 23.9 Brazil 42.5 Brazil 27.1 Mexico 19.4 Mexico 25.8 Argentina 13.0 Argentina 28.7 Colombia 13.0 Colombia 26.6 Chile 7.3 Chile 25.3 Peru 4.1 Peru 27.4 Venezuela 3.2 Venezuela 22.6 Puerto Rico 1.3 Puerto Rico 18.5 © comScore, Inc. Proprietary and Confidential. 23 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 24. Individual Countries’ Demographic Composition Vary Widely Venezuela, Colombia, Mexico and Brazil have largest proportion of young users Chile and Argentina’s youth composition is close to global average Composition of Internet Audience 15+ Countries with Chile 27% 26% 21% 15% 10% High Internet Penetration Argentina 29% 26% 18% 14% 13% Medium Brazil 29% 33% 21% 11% 6% Internet Penetration Colombia 41% 25% 20% 10% 4% Mexico 40% 24% 20% 11% 5% Low Internet Penetration Venezuela 44% 27% 15% 9% 5% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 24 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 25. Age Distribution in Brazil is Skews to the 25-34 Bracket 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 Composition of Internet Audience 15+ Brazil 29% 33% 21% 11% 6% Latin America 33% 29% 20% 11% 7% Worldwide 26% 26% 22% 14% 12% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 25 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 26. Young People Drive Internet Consumption in Brazil 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 Average Time Online by Age Hours per Visitor 35.0 32.2 30.0 27.1 25.9 25.1 24.7 24.8 25.0 20.0 15.0 10.0 5.0 - Total 15+ 15-24 25-34 35-44 45-54 55+ Brazil Latin America Worldwide © comScore, Inc. Proprietary and Confidential. 26 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 27. Regional Internet Pop Distribution and Avg Usage (Dec 2010) 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. 27 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  • 28. The Internet Audience in Brazil(Content Consumption) © comScore, Inc. Proprietary and Confidential. 28
  • 29. Key Categories in Brazil Reach of Key Categories105 88% 61% Social Networking Index: 117 Index: 126 97 76% News/Information 63% 87% 60% Search/Navigation 106 101 Downloads 103 85% 58% 81% 53% e-mail 121 131 Games 106 62% 51% 76% 46% Blogs 109 149 Education 149 51% 31% 103 74% 45% Instant Messengers 213 Sports 137 35% 33% 71% 42% Multimedia 112 104 91 69% Business/Finance 46% 198 70% 40% Retail 109 Photos 145 65% 28% 126 68% 36% 98 TV 104Directories/Resources 70% 35% 100 62% 25% Technology 116 Travel 78 54% 32% 104 62% 25% Brazil Community 109 Health 108 57% 23% Worldwide © comScore, Inc. Proprietary and Confidential. 29 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 30. Retail Continues to Grow in Brazil Retail category has grown 31% from May 2010 to May 2011 May 2010 UV (000) – 26,363 May 2011 UV (000) – 34,449 © comScore, Inc. Proprietary and Confidential. 30 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), May 2010 & May 2011.
  • 31. 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
  • 32. 2011 is a Breakthrough Year for Online Banking Online Banking grew 14% from May 2010 to May 2011 © comScore, Inc. Proprietary and Confidential. 32 comScore World Metrix 2011
  • 33. Automotive Category Continues to Develop a Strong Audience 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 © comScore, Inc. Proprietary and Confidential. 33 comScore World Metrix 2011
  • 34. The Travel Category Continues to “Take Off” Was one of the leaders in 2011 with 31% category growth (9.7M to 12.3M) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 34 Source: comScore Media Metrix, May 2011
  • 35. Social Networking in Brazil The reach of the Social Networking category continues to be very high throughout Brazil © comScore, Inc. Proprietary and Confidential. 35 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), May 2011
  • 36. 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; © comScore, Inc. Proprietary and Confidential. 36 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 and May 2011
  • 37. A Look at Facebook & Orkut in Brazil (and India) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 37 Source: comScore Media Metrix, May 2011
  • 38. 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 © comScore, Inc. Proprietary and Confidential. 38 Source: comScore Media Metrix, May 2010 and May 2011
  • 39. Twitter Reach Worldwide (15+, H&W and PC/Laptop only) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 39 Source: comScore Media Metrix, May 2011
  • 40. Youtube Audience as an Online Video Benchmark Brazil’s unique audience to Youtube grew by more than 30% over the last year May 2010 May 2011 Brazilian Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 40 Source: comScore Video Metrix, May 2011
  • 41. Comparison of South to All Regions – Select Categories Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 41 Source: comScore Media Metrix, May 2011
  • 42. Comparison of South to All Regions - Top Properties Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 42 Source: comScore Media Metrix, May 2011
  • 43. 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 © comScore, Inc. Proprietary and Confidential. 43
  • 44. 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. 44