Panorama Geral da Internet no Brasil - ComScore - Digitalks

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Panorama Geral da Internet no Brasil - Alex Banks da ComScore - Digitalks Porto Alegre 2011

Panorama Geral da Internet no Brasil - Alex Banks da ComScore - Digitalks Porto Alegre 2011

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  • 1. A Look at the Brazilian Internet AudienceDigitalks, Porto Alegre October 2011Alexander BanksManaging Director, Brazil
  • 2. comScore is a Global Leader in Measuring the Rapidly EvolvingDigital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 1860+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary and Confidential. 2 V1011
  • 3. Transformation to a Digital Business Analytics Company Audience Measurement: AUDIENCE ANALYTICS – Web, Video, Mobile, 4 Screen Vertical Market Solutions Campaign Planning Campaign Validation Ad Effectiveness: ADVERTISING ANALYTICS – Creative Optimization – Branding & ROI Impact – Digital & Cross Media WEB ANALYTICS Digital Analytix™ Network Optimization & Capacity Planning MOBILE & NETWORK Customer Experience ANALYTICS & Relationship Management Market Intelligence Solutions © comScore, Inc. Proprietary and Confidential. 3 V1011
  • 4. 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. 4
  • 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. While less prevalent than in other countries, non-computer share oftraffic in Brazil has grown over 1.5x in a single quarter Non-Computer Share of Traffic - Brazil Source: comScore Device Essentials, May-August 2011 1.2% 1.0% 1.0% = non-computer total 0.8% 0.8% 0.7% 0.4% 0.6% 0.3% Other Non-Computer 0.6% 0.2% Tablet 0.2% Mobile 0.4% Other… 0.6% 0.5% 0.2% 0.4% 0.4% 0.0% May 2011 June 2011 July 2011 August 2011 © comScore, Inc. Proprietary and Confidential. 10 Other
  • 11. Of non-PC devices, Brazilian traffic is skewed more towards tabletsand less toward phones and other devices relative to the US and UK Share of Non-Computer Traffic Source: comScore Device Essentials Other100% 5% 4% 4% 9% 8% 7% 9% 9% 8% 90% 80% 35% 36% 37% 23% 27% 28% 23% 28% 25% Tablet 70% 60% 50% Mobile 40% 68% 64% 64% 68% 63% 68% 30% 61% 60% 60% 20% 10% 0% June July August June July August June July August 2011 2011 2011 2011 2011 2011 2011 2011 2011 © comScore, Inc. Proprietary and Confidential. 11
  • 12. Non-computer devices account for a disproportionate share of trafficto Technology, Photos, and Blog categories Non-Computer Share of Category TrafficBrazil Non-Computer Share of Category Hits – – Brazil Source: comScore Device Essentials, August 2011 Source: comScore Device Essentials, August 2011 = 0.96% non-computer share of Total Internet traffic Technology 2.8% 1.0% Mobile Tablet Other Consumers of Technology content may be more likely to be early adopters or heavier users of new Technology Photos 1.7% 0.2% technology such as tablet devices. Blogs 1.4% 0.5% 0% 1% 2% % of total category page 4% 3% requests 5% % of total category page requests © comScore, Inc. Proprietary and Confidential. 12 Source: comScore Device Essentials TM – International Data May 2011
  • 13. While Brazilians are less heavy users of non-PC devices overall, theyare disproportionate users when accessing newspaper content Non-Computer Access – Newspapers Source: comscore Device Essentials14% Other 12.4%12% Tablet 10.9%10% Mobile 8% 6.8% 6.8% 6% 4% 2.4% 2% 1.0% 0% Total Newspapers Total Newspapers Total Newspapers Internet Internet Internet Index* = 246 160 181 © comScore, Inc. Proprietary and Confidential. 13 *Index = (non-PC share of Newspapers)/(non-PC share of Total Internet)
  • 14. Putting it Together:News Readers Across Devices Throughout the Day © comScore, Inc. Proprietary and Confidential. 14
  • 15. 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. 15 Brazil Only, time aligned to local time. Source: comScore
  • 16. The PC/Laptop Internet Audience in Brazil(Size & Makeup) © comScore, Inc. Proprietary and Confidential. 16
  • 17. 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 Brazilian Internet users average 3 hours more online than the global audience 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. 17 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 18. 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. 18 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 19. 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. 19 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 20. 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. 20 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 21. The Internet Audience in Brazil(Content Consumption) © comScore, Inc. Proprietary and Confidential. 21
  • 22. 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. 22 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 23. 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. 23 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), May 2010 & May 2011.
  • 24. 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. 24 Source: comScore Latin America E-Commerce Study, November 2010
  • 25. 2011 could be a breakthrough year for online banking Online Banking category grew 14% from May 2010 to May 2011 © comScore, Inc. Proprietary and Confidential. 25 comScore World Metrix 2011
  • 26. The Travel Category Continues to “Take Off” One of the leaders in terms of growth, approx. 25% year-on-year Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 26 Source: comScore Media Metrix, May 2011
  • 27. Social Networking in Brazil The reach of the Social Networking category continues to be very high throughout Brazil and Latin America (white paper on comscore.com) © comScore, Inc. Proprietary and Confidential. 27 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), May 2011
  • 28. 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 very soon Without Brazil, Orkut would certainly not exist © comScore, Inc. Proprietary and Confidential. 28 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 and May 2011
  • 29. A Look at Facebook & Orkut in Brazil (and India) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 29 Source: comScore Media Metrix, May 2011
  • 30. Less and less of the Facebook audience are visiting Orkut as well Cross-visiting seen in May 2010 Cross-visiting seen in May 2011 Cross-visiting seen in September 2011 Brazilian Internet Audience, accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 30 Source: comScore Media Metrix, May 2010 and May 2011
  • 31. Youtube Audience as an Online Video Benchmark Brazil’s unique audience to Youtube grew by more than 30% from May to May May 2010 May 2011 Brazilian Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 31 Source: comScore Video Metrix, May 2011
  • 32. 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 (82M is current estimate for total online audience) Currently 1 out of every 100 page views in Brazil are from non-PC/laptop devices, with non-PC usage growing fast and some categories over-indexing vs global averages, tablet and smartphone usage expected to grow quickly More “sophisticated” kinds of content like Travel, Automotive and Banking showing nice growth on the back of changing demographics Communication and Social Media are driving overall audience growth; Orkut and Facebook together reach 84% of the online audience, Windows Live Messenger, Twitter & Linkedin all showing strong growth and high levels of engagement. Social Networking is leading driver behind mobile Internet adoption globally Usage of Blogs, Video and “Compra Coletiva” sites have increased rapidly growth over the past year Online video has a very bright future in Brazil with strong content providers, improving bandwidth and strong usage already across all demographic segments © comScore, Inc. Proprietary and Confidential. 32
  • 33. A Look at Rio Grande do Sul © comScore, Inc. Proprietary and Confidential. 33
  • 34. Comparison of RS audience vs other states/regions Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 34 Source: comScore Media Metrix, Sept 2011
  • 35. Overview of top online properties in RS Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 35 Source: comScore Media Metrix, Sept 2011
  • 36. Comparison of RS to total Brazilian audience - top categories Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 36 Source: comScore Media Metrix, Sept 2011
  • 37. Overview of select sites – RS vs national audience Brazilian Audience 6+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 37 Source: comScore Media Metrix, Sept 2011
  • 38. comScore Social Essentials Whitepaper Case study on Starbucks, Southwest Airlines and Bing Published in collaboration with Facebook Demonstrates how holistic understanding of social impact can change the way brands think about, leverage and build social audiencesDownload at www.comscore.com/like © comScore, Inc. Proprietary and Confidential. 38 V1011