0
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
w...
© comScore, Inc. Proprietary. 2
 Cenário Digital…..…………………… 4
 Cenário Digital no Brasil…………… 11
 Comportamento Online…...
© comScore, Inc. Proprietary. 3
O que a comScore faz no Brasil?
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Cenário Digital
© comScore, Inc. Proprietary. 5#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Distr...
© comScore, Inc. Proprietary. 6#FiFBrasil
354.6
194.7
80.1
73.0
68.1
66.8
52.6
42.4
39.4
30.5
China
United States
India
Ja...
© comScore, Inc. Proprietary. 7#FiFBrasil
32.6
27.4
21.9 18.6
14.8
North America Europe Latin America Asia Pacific Middle ...
© comScore, Inc. Proprietary. 8#FiFBrasil
29.7
21.9
20.4
18.8
16.9
16.0
15.9
15.2
12.1
Brazil
Latin America
Argentina
Peru...
© comScore, Inc. Proprietary. 9#FiFBrasil
Tempo Online por Faixa Etária
Brasileiros até 35 anos passam mais tempo online d...
© comScore, Inc. Proprietary. 10#FiFBrasil
Audiência Online na América Latina
40% da audiência da América Latina (169MM) e...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 11
Cenário Digital no Brasil
© comScore, Inc. Proprietary. 12#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, P...
© comScore, Inc. Proprietary. 13#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6...
© comScore, Inc. Proprietary. 14#FiFBrasil
Distribuição da Audiência em Regiões e Tempo Gasto
Source: comScore Media Metri...
© comScore, Inc. Proprietary. 15#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, ...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 16
Comportamento Online
© comScore, Inc. Proprietary. 17#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, P...
© comScore, Inc. Proprietary. 18#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, P...
© comScore, Inc. Proprietary. 19#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, ...
© comScore, Inc. Proprietary. 20#FiFBrasil
95.2
70.9
57.2
51.2
51.1
43.4
40.6
39.3
34.3
32.8
31.6
31.1
30.8
27.1
22.6
12.0...
© comScore, Inc. Proprietary. 21#FiFBrasil
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Total Unique Visitors (000)
S...
© comScore, Inc. Proprietary. 22#FiFBrasil
Top Propriedades no Brasil
74,537
66,460
54,099
52,953
49,329
47,857
46,211
40,...
© comScore, Inc. Proprietary. 23#FiFBrasil
Domínios com grande crescimento durante 2013
11,498
5,620
8,219
7,384
663
6,114...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 24
Redes Sociais
© comScore, Inc. Proprietary. 25#FiFBrasil
78.4
77.3
77.2
72.0
69.5
66.6
64.9
64.8
63.1
62.9
Japan
Brazil
Taiwan
Indonesia...
© comScore, Inc. Proprietary. 26#FiFBrasil Source: comScore Media Metrix®, February 2013- February 2014, Home and Work, PC...
© comScore, Inc. Proprietary. 27#FiFBrasil
46,615 22,683 22,037 44,720
Brazil Mexico Argentina MX + AR
TotalMinutes(MM)
Fa...
© comScore, Inc. Proprietary. 28#FiFBrasil
Ranking de Social Networks
LinkedIn, com crescimento de 11% ocupa o segundo lug...
© comScore, Inc. Proprietary. 29#FiFBrasil
Divisão de tempo gasto em Redes Sociais no Brazil
Source: comScore Media Metrix...
© comScore, Inc. Proprietary. 30#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, ...
© comScore, Inc. Proprietary.
O uso do Instagram também cresce rapidamente
As marcas viram um crescimento de quase 900% de...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 32
Varejo
© comScore, Inc. Proprietary. 33#FiFBrasil
Crescimento do Varejo Online no Brasil
Source: comScore Media Metrix®, February...
© comScore, Inc. Proprietary. 34#FiFBrasil
75.5
67.5
77.7
World-Wide Latin America Brazil
% Reach
Source: comScore Media M...
© comScore, Inc. Proprietary. 35#FiFBrasil
Perfil Demográfico da Categoria de Varejo
Quase 60% da audiência é composta por...
© comScore, Inc. Proprietary. 36#FiFBrasil
O que os compradores online estão buscando?
Source: comScore Segment Metrix®, F...
© comScore, Inc. Proprietary. 37#FiFBrasil
MercadoLivre lidera a categoria no Brasil
23,861
19,602
14,905
13,959
11,046
11...
© comScore, Inc. Proprietary. 38#FiFBrasil
Buscape ainda lidera a categoria Comparison Shopping
UOL Shopping continua em s...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 39
Vídeos Online
© comScore, Inc. Proprietary. 40#FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, P...
© comScore, Inc. Proprietary. 41#FiFBrasil
Vídeos Online no Brasil
YouTube ainda é o líder
62,384
39,348
19,561
17,498
16,...
© comScore, Inc. Proprietary. 42#FiFBrasil
Crescimento Top Players de Conteúdo de Vídeo
Turner Digital e Facebook > 200%
S...
© comScore, Inc. Proprietary. 43#FiFBrasil
A participação de outros players cresceu, enquanto YouTube
teve menos participa...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 44
Uso de Diversos Plataformas
© comScore, Inc. Proprietary. 45#FiFBrasil
78.3
88.1
14.5
9.36.7 2.5
0.5 0.1
U.S. Brazil
Platform Share of Page Hits
PC Mo...
© comScore, Inc. Proprietary. 46#FiFBrasil
84.4 78.3
10.1
14.5
4.9 6.7
0.7 0.5
2013 2014
U.S.
PC Mobile Tablet Other
Sourc...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 47
Publicidade Online
© comScore, Inc. Proprietary. 48#FiFBrasil
Display Ads no Brasil por Veículo
Facebook continua em primeiro lugar
583,898,2...
© comScore, Inc. Proprietary. 49#FiFBrasil
Display Ads no Brasil por Anunciante
Netshoes foi o maior anunciante online em ...
© comScore, Inc. Proprietary. 50#FiFBrasil
Participação de Facebook em Display Ads
37.5
33
32.3
32
30.1
29.2
27.8
26.8
Bra...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 51
A Febre da Copa
© comScore, Inc. Proprietary. 52#FiFBrasil
0.0
0.5
1.0
1.5
2.0
2.5
3.0
%ReachFifa.com
Latin America Middle East - Africa N...
© comScore, Inc. Proprietary. 53#FiFBrasil
1.6
1.0
0.6
0.6
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
Uruguay
Brazil
Colo...
© comScore, Inc. Proprietary. 54#FiFBrasil
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Total Unique Visit...
© comScore, Inc. Proprietary. 55#FiFBrasil
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Social Moments ...
© comScore, Inc. Proprietary. 56#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, ...
© comScore, Inc. Proprietary. 57#FiFBrasil
Entre os patrocinadores, Nike & McDonald’s tem os posts
do Facebook com maior e...
© comScore, Inc. Proprietary. 58#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, ...
© comScore, Inc. Proprietary. 59#FiFBrasil
Os seguidores das marcas patrocinadoras compartilham o conteúdo das marcas,
em ...
© comScore, Inc. Proprietary. 60
 Brasileiros continuam liderando o engajamento online, com usuários que navegam
29.7 hor...
www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil
For info about the proprietary technology used in comScore products...
www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil
For info about the proprietary technology used in comScore products...
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A internet no Brasil

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Published on

Pesquisa Comscore sobre o uso de internet no Brasil e no mundo. 2014

Published in: News & Politics, Travel, Business

Transcript of "A internet no Brasil"

  1. 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil prensa@comscore.com 2014 Brazil Digital Future in Focus Revisão de 2013 & Insights para 2014 Alex Banks, VP Latin America & Managing Director Brazil Maio de 2014
  2. 2. © comScore, Inc. Proprietary. 2  Cenário Digital…..…………………… 4  Cenário Digital no Brasil…………… 11  Comportamento Online…….….…… 16  Redes Sociais……………..…………. 24  Varejo…………………………………. . 32  Vídeos Online…………………..…….. 39  Uso de Diversas Plataformas……… 44  Publicidade Online..…………………. 47  A Febre da Copa………………..……. 51 Table of Contents
  3. 3. © comScore, Inc. Proprietary. 3 O que a comScore faz no Brasil?
  4. 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4 Cenário Digital
  5. 5. © comScore, Inc. Proprietary. 5#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ Distribuição da Internet no Mundo Ásia e Europa lideram o Universo Online 14% América do Norte 10% América Latina 26% Europa 41% Ásia 9% Africa 40% da Audiência da América Latina está no Brasil
  6. 6. © comScore, Inc. Proprietary. 6#FiFBrasil 354.6 194.7 80.1 73.0 68.1 66.8 52.6 42.4 39.4 30.5 China United States India Japan Brasil Russian Federation Germany France United Kingdom Italy Total Unique Visitors (MM) Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ Audiência da Internet por País Assim como em Fevereiro de 2013, o Brasil continua ocupando a 5a posição Brasil ocupa a terceira posição depois de U.S. & China em total de minutos, com 126,857 MM Audiência Brasil em Fev/13 61.4 MM (+11%YoY)
  7. 7. © comScore, Inc. Proprietary. 7#FiFBrasil 32.6 27.4 21.9 18.6 14.8 North America Europe Latin America Asia Pacific Middle East - Africa AverageHoursperVisitoraMonth Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ Tempo Gasto Online por Regiões América do Norte e Europa passam mais tempo online Worldwide 22.7 Brasil 29.7
  8. 8. © comScore, Inc. Proprietary. 8#FiFBrasil 29.7 21.9 20.4 18.8 16.9 16.0 15.9 15.2 12.1 Brazil Latin America Argentina Peru Venezuela Colombia Chile Mexico Puerto Rico AverageHoursperVisitor/Month Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ Engajamento na América Latina Brasileiros passam 29.7 horas/mês online (PC apenas)
  9. 9. © comScore, Inc. Proprietary. 9#FiFBrasil Tempo Online por Faixa Etária Brasileiros até 35 anos passam mais tempo online do que a média em outras regiões Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ 26.0 29.3 20.3 20.8 26.3 29.2 23.4 17.6 20.7 20.4 21.2 17.5 13.9 13.0 17.9 18.2 13.2 8.1 17.3 26.0 Worldwide Brazil Europe North America %ofTotalMinutes Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
  10. 10. © comScore, Inc. Proprietary. 10#FiFBrasil Audiência Online na América Latina 40% da audiência da América Latina (169MM) está no Brasil 68,138 24,840 17,981 12,604 9,226 6,099 5,569 1,466 1,353 Brasil Mexico Argentina Colombia Venezuela Chile Peru Puerto Rico Uruguay TotalUniqueVisitors(000) Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
  11. 11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 11 Cenário Digital no Brasil
  12. 12. © comScore, Inc. Proprietary. 12#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ Audiência da Internet no Brasil Crescimento de 11% em Unique Visitors em 12 meses 71,945 73,071 79,703 80,014 Total Unique Visitors (000) CrescimentoAnual +11%
  13. 13. © comScore, Inc. Proprietary. 13#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ Perfil da Audiência Online no Brasil 65% do Total de Internautas Brasileiros têm menos de 35 anos 14.8% 25.0% 24.8% 17.4% 11.1% 6.9% Pessoas: 6-14 Pessoas: 15-24 Pessoas:25-34 Pessoas: 35-44 Pessoas: 45-54 Pessoas: 55+ % Composition of Unique Visitors Homens 51% Mulheres 49%
  14. 14. © comScore, Inc. Proprietary. 14#FiFBrasil Distribuição da Audiência em Regiões e Tempo Gasto Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ Região: Nordeste 26.2 Horas Online 17% YoY Growth Região: Sudeste 26.2 Horas Online 10% YoY Growth Região: Sul 27.9 Horas Online 10% YoY Growth Região: Centro-oeste 26.0 Horas Online 11% YoY Growth Região: Norte 26.2 Horas Online 9% YoY Growth % População Online 5.2% 16.5% 53.0% 17.0% 8.2%
  15. 15. © comScore, Inc. Proprietary. 15#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ Distribuição da Internet Online por Estado 24,676 9,656 6,667 4,808 5,437 3,352 3,519 2,895 19,003 22,307 8,976 6,016 4,647 4,594 3,089 3,072 2,722 16,522 São Paulo Rio de Janeiro Minas Gerais Paraná Rio Grande do Sul Santa Catarina Bahia Distrito Federal Other TotalUniqueVisitors(000) Feb-14 Feb-13 +15% +6% +15% +8% +18% +3% +11% +8% +11% Crescimento Anual
  16. 16. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 16 Comportamento Online
  17. 17. © comScore, Inc. Proprietary. 17#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ No Brasil, Social Networking possui o maior tempo gasto O Total de Tempo Gasto na Categoria cresceu 6% 0 10,000 20,000 30,000 40,000 50,000 60,000 TotalMinutes(MM) Social Networking Sports Portals Services Entertainment News/Information
  18. 18. © comScore, Inc. Proprietary. 18#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ Evolução de grandes categorias no Brasil 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 TotalUniqueVisitors(000) Entertainment Newspapers Retail Travel
  19. 19. © comScore, Inc. Proprietary. 19#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ Portais & Serviços: categorias com maior crescimento 77,139 76,157 72,519 70,323 68,289 31,405 56,737 69,079 66,483 65,955 62,794 68,655 32,831 52,733 Services Portals Social Media Entertainment Search/Navigation Sports News/Information TotalUniqueVisitors(000) Feb-14 Feb-13 +8% -4% -1% +12% +10% +15% +12% YOY Growth
  20. 20. © comScore, Inc. Proprietary. 20#FiFBrasil 95.2 70.9 57.2 51.2 51.1 43.4 40.6 39.3 34.3 32.8 31.6 31.1 30.8 27.1 22.6 12.0 92.6 77.9 62.3 35.2 51.5 21.2 32.7 38.5 36.3 29.8 26.7 29 24.8 29.9 26.6 17.9 Portals News/Information Technology Education Games Government Banking Sports Travel Family & Youth Classifieds Health Beauty/Fashion/Style Automotive Career Services and Development Real Estate % Reach in Brazil % Reach Worldwide Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+ Alcance por Categoria
  21. 21. © comScore, Inc. Proprietary. 21#FiFBrasil 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Total Unique Visitors (000) Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ UVs cresceram na categoria Politics durante os protestos 42% de crescimento em Total de Minutos em Março vs Junho 2013
  22. 22. © comScore, Inc. Proprietary. 22#FiFBrasil Top Propriedades no Brasil 74,537 66,460 54,099 52,953 49,329 47,857 46,211 40,904 29,188 26,839 34,946 30,374 14,794 16,072 12,908 8,828 9,081 8,601 4,153 2,906 Google Sites Facebook UOL Microsoft Sites Globo Yahoo Sites R7 Portal Terra - Telefonica IG Portal Grupo NZN Total Unique Visitors (000) Average Daily Visitors (000) Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
  23. 23. © comScore, Inc. Proprietary. 23#FiFBrasil Domínios com grande crescimento durante 2013 11,498 5,620 8,219 7,384 663 6,114 5,416 5,202 4,795 2,660 139 2,782 3,223 15,171 14,124 12,415 11,016 8,273 8,028 7,482 7,293 6,706 5,456 5,108 4,538 4,411 Total Unique Visitors (000) Feb-2013 Feb-2014 Source: comScore Media Metrix®, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+
  24. 24. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 24 Redes Sociais
  25. 25. © comScore, Inc. Proprietary. 25#FiFBrasil 78.4 77.3 77.2 72.0 69.5 66.6 64.9 64.8 63.1 62.9 Japan Brazil Taiwan Indonesia Uruguay Spain Thailand Poland Portugal Turkey % Reach Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ Brasil ocupa o segundo lugar no Mundo em relação ao Alcance de Blogs
  26. 26. © comScore, Inc. Proprietary. 26#FiFBrasil Source: comScore Media Metrix®, February 2013- February 2014, Home and Work, PC Only, 15+ Maior engajamento com conteúdo de Redes Socias Quase 13 horas em Fevereiro de 2014 775 346 0 100 200 300 400 500 600 700 800 900 Average Minutes per Visitor on Social Networking Sites Brazil Worldwide
  27. 27. © comScore, Inc. Proprietary. 27#FiFBrasil 46,615 22,683 22,037 44,720 Brazil Mexico Argentina MX + AR TotalMinutes(MM) Facebook Total Internet Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+ Brasileiros passam mais tempo no Facebook do que Mexicanos e Argentinos passam online juntos por mês
  28. 28. © comScore, Inc. Proprietary. 28#FiFBrasil Ranking de Social Networks LinkedIn, com crescimento de 11% ocupa o segundo lugar 65,957 11,841 11,375 7,903 5,088 4,857 3,159 2,752 FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM ASK.FM Orkut BADOO.COM Yahoo Profile TotalUniqueVisitors(000) Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ 38.2 34.7 30.4 21.1 24.8 27.3 32.9 30.2 Median Age
  29. 29. © comScore, Inc. Proprietary. 29#FiFBrasil Divisão de tempo gasto em Redes Sociais no Brazil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ FACEBOOK.COM 97.8% Linkedin 0.2% TWITTER.COM 0.7% TUMBLR.COM* 0.6% ASK.FM 0.5% Orkut 0.3% Other 2.2%
  30. 30. © comScore, Inc. Proprietary. 30#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram Audiências em Redes Sociais estão crescendo rápido Total de interações no Facebook cresceu 26% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Total Monthly Interactions Across Top Facebook Pages in Brazil Brasil Pages +26% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Total Number of Fans Across Brazil’s Top Pages Brasil Pages +148% 262M 650M 65M 82M
  31. 31. © comScore, Inc. Proprietary. O uso do Instagram também cresce rapidamente As marcas viram um crescimento de quase 900% desde Jan/13 January 2013 to April 2014 By the Numbers Engaged Social Moments across Top Instagram Properties 21M Total Pieces of Content Posted by Brazil’s Top Instagram Properties 18K Actions per Media (average) 1,167 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Total Monthly Actions on Instagram across Brazil’s Top Properties Instagram in Brasil +893% 375K 4M Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram
  32. 32. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 32 Varejo
  33. 33. © comScore, Inc. Proprietary. 33#FiFBrasil Crescimento do Varejo Online no Brasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ 46,000 48,000 50,000 52,000 54,000 56,000 58,000 60,000 62,000 Total Unique Visitors (000) Retail Category + 10%
  34. 34. © comScore, Inc. Proprietary. 34#FiFBrasil 75.5 67.5 77.7 World-Wide Latin America Brazil % Reach Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ % Alcance e Engajamento na Categoria de Varejo Maior alcance, espaço para crescimento de público mais engajado 11.0 7.4 7.3 World-Wide Latin America Brazil Average Minutes per Visitor
  35. 35. © comScore, Inc. Proprietary. 35#FiFBrasil Perfil Demográfico da Categoria de Varejo Quase 60% da audiência é composta por pessoas com menos de 35 anos no Brasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ 26.0 32.4 29.3 26.3 27.9 29.2 20.7 19.6 20.4 13.9 12.3 13.0 13.2 7.8 8.1 Worldwide Latin America Brazil % Composition Unique Visitors (000) Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
  36. 36. © comScore, Inc. Proprietary. 36#FiFBrasil O que os compradores online estão buscando? Source: comScore Segment Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ 80.6 55.5 43.7 41.8 26.5 23.9 19.1 17.4 16.5 14.5 9.4 9.3 9.3 8.9 7.2 5.5 4.8 3.7 1.9 Consumer Electronics Department Stores SportsOutdoor Apparel Books Computer Hardware FragrancesCosmetics Home Furnishings Computer Software Mall Health Care Movies Toys JewelryLuxury GoodsAccessories Tickets - Food Consumer Goods FlowersGiftsGreetings Music % Composition Unique Visitors
  37. 37. © comScore, Inc. Proprietary. 37#FiFBrasil MercadoLivre lidera a categoria no Brasil 23,861 19,602 14,905 13,959 11,046 11,017 9,389 7,602 7,588 6,873 6,337 5,536 5,456 5,300 4,595 MercadoLibre B2W Digital Buscape Company Nova Pontocom Wal-Mart Netshoes Group Alibaba.com Corporation Magazineluiza.com.br Maquina De Vendas Livrariasaraiva.com.br UOL Shopping Dafiti Sites Centauro.com.br Apple.com Worldwide Sites Amazon Sites Total Unique Visitors (000) Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
  38. 38. © comScore, Inc. Proprietary. 38#FiFBrasil Buscape ainda lidera a categoria Comparison Shopping UOL Shopping continua em segundo lugar Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 6+ 14,905 6,337 2,854 2,493 Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping Total Unique Visitors (000)
  39. 39. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 39 Vídeos Online
  40. 40. © comScore, Inc. Proprietary. 40#FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ Outubro 2013 foi o mês com mais Vídeos Assistidos Vemos alguns outros picos em Março e Junho de 2013 160 177 161 156 Videos Viewed per Viewer
  41. 41. © comScore, Inc. Proprietary. 41#FiFBrasil Vídeos Online no Brasil YouTube ainda é o líder 62,384 39,348 19,561 17,498 16,918 14,728 11,749 10,753 7,264 Google Sites Facebook Globo Maker Studios Inc. VEVO Warner Music UOL Vimeo Yahoo Sites Unique Viewers (000) Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ 3.2 3.8 7.9 7.3 19.5 11.6 30.2 23.2 85.1 Videos per Viewer
  42. 42. © comScore, Inc. Proprietary. 42#FiFBrasil Crescimento Top Players de Conteúdo de Vídeo Turner Digital e Facebook > 200% Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+ -2% 10% 25% 39% 52% 94% 121% 228% 262% Google Sites UOLYahoo Sites VEVOGloboWarner Music (w/ history) VimeoFacebookTurner Digital Unique Viewers
  43. 43. © comScore, Inc. Proprietary. 43#FiFBrasil A participação de outros players cresceu, enquanto YouTube teve menos participação no total de vídeos do que em 2013 52.4 2.8 4.0 2.4 48.6 8.5 5.5 3.1 YOUTUBE.COM Facebook Globo VEVO % Share of Videos Feb-2014 Feb-2013 Source: comScore Video Metrix®, February 2013 – February 2014, Home and Work, PC Only, Brazil 6+
  44. 44. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 44 Uso de Diversos Plataformas
  45. 45. © comScore, Inc. Proprietary. 45#FiFBrasil 78.3 88.1 14.5 9.36.7 2.5 0.5 0.1 U.S. Brazil Platform Share of Page Hits PC Mobile Tablet Other Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+ Páginas Vistas por plataforma de acesso (excluindo Apps) Android possui maior participação em comparação com US 41.0 14.5 53.6 71.7 1.7 5.0 U.S. Brazil Mobile OS Share of Page Hits iOS Android Windows
  46. 46. © comScore, Inc. Proprietary. 46#FiFBrasil 84.4 78.3 10.1 14.5 4.9 6.7 0.7 0.5 2013 2014 U.S. PC Mobile Tablet Other Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+ Plataformas de acesso por Page Hits Participação de Mobile cresceu 132% no Brasil 93.9 88.1 4.0 9.3 2.0 2.5 0.1 0.1 2013 2014 Brazil PC Mobile Tablet Other
  47. 47. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 47 Publicidade Online
  48. 48. © comScore, Inc. Proprietary. 48#FiFBrasil Display Ads no Brasil por Veículo Facebook continua em primeiro lugar 583,898,235 120,055,440 118,612,432 94,679,610 90,363,309 81,609,981 36,668,832 29,554,583 23,336,187 7,839,708 Facebook UOL Globo Microsoft Sites Terra - Telefonica Google Sites Yahoo Sites R7 Portal IG Portal Grupo Abril Display Ad Impressions from Jan-Dec 2013 Source: comScore Ad Metrix®, Brazil 6+, 2013
  49. 49. © comScore, Inc. Proprietary. 49#FiFBrasil Display Ads no Brasil por Anunciante Netshoes foi o maior anunciante online em 2013 22,486,027 22,034,729 18,436,597 13,570,865 12,748,206 12,175,121 11,151,983 10,553,321 10,276,263 10,064,076 Netshoes Dafiti Netflix, Inc. MRV OLX Inc. Microsoft Corp Itau Unibanco Globo Unilever Net Serviços Display Ad Impressions from Jan-Dec 2013 Source: comScore Ad Metrix®, Brazil 6+, 2013
  50. 50. © comScore, Inc. Proprietary. 50#FiFBrasil Participação de Facebook em Display Ads 37.5 33 32.3 32 30.1 29.2 27.8 26.8 Brazil México France UK Canadá Spain United States Germany Source: comScore Ad Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
  51. 51. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 51 A Febre da Copa
  52. 52. © comScore, Inc. Proprietary. 52#FiFBrasil 0.0 0.5 1.0 1.5 2.0 2.5 3.0 %ReachFifa.com Latin America Middle East - Africa North America Europe Asia Pacific Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 15+ Preparação da América Latina para a Copa do Mundo Maior penetração em relação ao resto do mundo FIFA Confederations Cup 2013 FIFA World Cup 2014
  53. 53. © comScore, Inc. Proprietary. 53#FiFBrasil 1.6 1.0 0.6 0.6 0.5 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 Uruguay Brazil Colombia Canada United Kingdom Chile Spain Switzerland Peru Argentina Venezuela New Zealand Belgium Norway Mexico % Reach Fifa.com Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+ Uruguai e Brasil mostram maior visitação a Fifa.com
  54. 54. © comScore, Inc. Proprietary. 54#FiFBrasil - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Total Unique Visitors (000) Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 6+ Impacto na categoria de Viagens
  55. 55. © comScore, Inc. Proprietary. 55#FiFBrasil Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Social Moments on Facebook World Cup Sponsors +27% 5.5M 7M Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Patrocinadores da Copa do Mundo no Brazil mostram tendência positiva em relação a atividade dos usuários Jan 2013 Apr 2014 Total Actions 5,511,942 7,019,147 (+27%) Average Unique Engaged Audience 124,456 143,991 (+16%) Posts (Total) 1,425 1,570 (+10%)
  56. 56. © comScore, Inc. Proprietary. 56#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Os Patrocinadores da Copa e seus Fans no Facebook + 52% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 Average # of Facebook Fans
  57. 57. © comScore, Inc. Proprietary. 57#FiFBrasil Entre os patrocinadores, Nike & McDonald’s tem os posts do Facebook com maior engajamento Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
  58. 58. © comScore, Inc. Proprietary. 58#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. O Engajamento Médio por Tweet em Relação aos Patrocinadores da Copa, cresce desde Novembro 2013 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% Avg. Engagement/Tweet + 200%
  59. 59. © comScore, Inc. Proprietary. 59#FiFBrasil Os seguidores das marcas patrocinadoras compartilham o conteúdo das marcas, em média, quase 3 vezes mais do que em Fevereiro de 2013 0 1,000 2,000 3,000 4,000 5,000 6,000 + 290% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
  60. 60. © comScore, Inc. Proprietary. 60  Brasileiros continuam liderando o engajamento online, com usuários que navegam 29.7 horas por mês, 7 horas a mais do que a média mundial.  Brasil é a 5 maior audiência com 68.1 MM de Visitantes únicos em Fevereiro de 2014, com crescimento de 11% em comparação a Fevereiro de 2013.  Em relação a total de minutos, ocupa o terceiro lugar com126,857 MM.  40% da audiência online na América Latina está no Brasil -169MM de Visitantes  Facebook lidera a categoria de Redes Sociais, seguido por Linkedin. Brasileiros passam mais tempo no Facebook do que Mexicanos e Argentinos juntos online.  Android é o sistema operacional dominante, com 71.7% de participação.  A publicidade digital está crescendo, com mais de 1.6 trilhões de impressões em 2013 (display). Pincipais Insights
  61. 61. www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents # FiFBrasil Perguntas?
  62. 62. www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Contato: prensa@comscore.com Obrigada
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