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State of the Internet – Argentina (via comScore)

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The presentation provides an overview of the global web, accompanied by a thorough analysis of online usage in Argentina....

The presentation provides an overview of the global web, accompanied by a thorough analysis of online usage in Argentina.

The presentation covers such topics as:

Internet Audience and growth: an overview by region and country.
How much and what type of content do Argentines consume, what brands capture traffic and audience engagement
What are the key applications used to communicate online
How consumers engage with search, social networking, and entertainment online
Specific insight into news, information and retail categories and subcategories.

You can download this presentation here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Estado_de_Internet_en_Argentina

More in: Business , Technology
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  • 1. State of the Internet – ArgentinaNovember 2010Sebastian Yoffe, Country Manager Argentina & Uruguay, comScore Inc.
  • 2. comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics 2 Million Person Panel The Only Global Measurement 360°View of Person Behavior of Audience and E-commerce 170+ Countries Under Measurement 43 Markets Reported © comScore, Inc. Proprietary and Confidential. 2 V0910
  • 3. comScore History of Leadership and Innovation To Unify census + panel measurement To provide behavioral ad effectiveness To measure the search market To meter mobile user behavior 1 st To measure video streaming To deliver a worldwide Internet audience measurement To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data Global Shaper Company 2010 © comScore, Inc. Proprietary and Confidential. 3 V0910
  • 4. Global Coverage, Local PresencecomScore Locations © comScore, Inc. Proprietary and Confidential. 4 V0910
  • 5. Worldwide UDM™ PenetrationPercentage of Machines Included in UDM MeasurementNorth America Latin America Europe Middle East & Africa Asia PacificCanada 94% Argentina 94% Austria 80% Israel 93% Australia 91%United States 91% Brazil 92% Belgium 85% South Africa 73% Hong Kong 88% Chile 94% Switzerland 84% India 84% Colombia 95% Germany 84% Japan 73% Mexico 93% Denmark 82% Malaysia 87% Puerto Rico 92% Spain 90% New Zealand 88% Finland 85% Singapore 91% France 91% Ireland 91% Italy 80% Netherlands 88% Norway 84% Portugal 86% Sweden 85% United Kingdom 90% © comScore, Inc. Proprietary and Confidential. 5 July 2010 Penetration Data V0910
  • 6. Some of Our Largest Clients in Latin America Include… © comScore, Inc. Proprietary and Confidential. 6 V0910
  • 7. Latin America and MidEast-Africa Are Growing Rapidly Distribution of Global Internet Audience Web users 15+ Accessing from a Home or Work ComputerThe composition of the global online Middleaudience is constantly changing. East - Y/Y +32% Latin Africa, 8%The Latin American Internet America,audience grew 18% in the past 8%year, and represents 8% of the Y/Y +18% Asiaglobal Internet audience. Pacific, 40% NorthThe online audiences in developing America,nations will continue to grow as Y/Y 16% +7%internet penetration increases in Y/Y +7%those regions. Europe, 28% Y/Y +9% © comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 8. Argentina’s Growth Still High, but Outpaced by Others in Region Internet Population (in Millions)With Internet usage already Web Users 15+ Accessing from Home and Workrelatively mature in Argentina, it’s YOY Growthnot surprising that growth there isleveling off when compared to Brazil 31.5 +19% 37.5others in region. Mexico 13.8 16.7 +21%The largest percentage growth Argentina 11.5 12.8 +11%was seen in Colombia, whichincreased its web H&W audience Colombia 8.8 +33% 11.7by 33% from Aug 09 to Aug 2010. Chile 6.4 +13% 7.3In absolute terms, of course, Brazil 2.1added the most users, with a Venezuela +26% 2.6growth rate of 19% translating to 6 1.0 Puerto Rico +16%million new H&W web users in the 1.2past year. Aug-2009 Aug-2010 © comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 9. Internet Population Growth & Consumption13.0 30.0 26.8 27.1 27.2 25.6 26.012.5 23.4 22.9 25.0 21.5 21.6 21.6 21.3 22.2 22.412.0 20.011.5 15.0 12.7 12.7 12.7 12.8 12.8 12.3 12.5 12.6 12.711.0 12.1 10.0 11.8 11.510.5 11.2 5.010.0 0.0 Total Unique Visitors (MM) Hours per Visitor © comScore, Inc. Proprietary and Confidential. 9 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2009 to July 2010
  • 10. Internet User Profile Age Gender 55+ 13.2 15-24 % % 28.0 45-54 % Composition of 15.6 F M Argentinian % 48.5% 51.5% Internet 35-44 25-34 Population 17.6 25.5 % % 15-24 31.1 M 25.3 Average 25-34 23.5 F 26.7 Hours per Visitor 35-44 23.4 45-54 24.1 55+ 25.4 © comScore, Inc. Proprietary and Confidential. 10 Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2010
  • 11. Age Distribution Correlates with Internet Penetration Among the Latin American countries, demographic distribution tracks very closely with levels of Internet penetration and relative maturity of the Internet market: young people are the traditional early adopters Demographic Distribution of Internet Users By Age Countries with Chile 26% 26% 21% 15% 12% High Internet Penetration Argentina 28% 26% 17% 16% 13% Brazil 29% 35% 21% 11% 5% Medium Internet Penetration Colombia 48% 23% 19% 8% Mexico 45% 23% 17% 10% 5% Low Internet Penetration Venezuela 49% 25% 16% 8% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 11 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010
  • 12. Top Internet Properties in Argentina % Reach of Argentinean Internet Population Average Minutes Per Visitor Microsoft Sites 92.4 Microsoft Sites 516.0 Google Sites 88.6 Google Sites 169.7 FACEBOOK.COM 79.7 FACEBOOK.COM 316.7 Yahoo! Sites 50.0 Yahoo! Sites 46.8 Grupo Clarin 46.6 Grupo Clarin 53.6 TARINGA.NET 45.2 TARINGA.NET 23.4 MercadoLibre 41.4 MercadoLibre 46.6 Wikimedia… 39.1 Wikimedia… 10.0 Terra - Telefonica 33.0 Terra - Telefonica 12.6 Grupo La Nacion 32.8 Grupo La Nacion 28.6Top 10 Properties account for two-thirds of all time spent online in Argentina © comScore, Inc. Proprietary and Confidential. 12 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 13. Reach of Key Categories Percent of Argentinean Internet Population Visiting 20 Key Site Categories Search/Navigation 87.3% Community 60.8% Social Networking 86.9% Games 55.2% e-mail 76.5% Downloads 53.8% Instant Messengers 73.1% Technology 53.0% Photos 72.7% Sports 35.6%Directories/Resources 68.5% Business/Finance 33.8% News/Information 68.4% Education 28.4% Multimedia 67.6% TV 25.3% Blogs 63.2% Travel 24.0% Retail 62.8% Automotive 23.7% © comScore, Inc. Proprietary and Confidential. 13 Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 14. Share of Time on Key Site Categories Share of Total Argentinean Internet Minutes on 20 Key Site Categories Search/Navigation 2.4% Community 1.0% Social Networking 19.1% Games 2.9% e-mail 10.2% Downloads 0.7% Instant Messengers 22.3% Technology 0.4% Photos 2.5% Sports 0.9% Directories/Resources 1.1% Business/Finance 0.5% News/Information 3.7% Education 0.1% Multimedia 4.9% TV 0.2% Blogs 0.8% Travel 0.2% Retail 2.0% Automotive 0.3% Together, these 20 categories comprise 76.3% of all time spent online © comScore, Inc. Proprietary and Confidential. 14 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 15. Older Audience Generates More Demand for News/Info Online In light of the demographic distribution of News/Information Argentina’s and Chile’s Internet % Reach populations, it is not surprising that those Worldwide 63% two countries lead the region in visiting to Asia Pacific 56% News and Information sites. Along with Europe 67% Business/Finance and Retail, these categories are among those that are most North America 79% likely to be visited by older web users. Latin America 61% Brazil 65% Mexico 60% Argentina 68% Colombia 57% Chile 58% Venezuela 53% Puerto Rico 53% © comScore, Inc. Proprietary and Confidential. 15 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 16. Many News/Info Providers Give Wide Range of Choice Grupo La Nacion and Clarin.com lead the News/Information category in terms of reach. Top News/Info Sites: Argentina Top News/Info Sites: Argentina % Reach Average Minutes per User Grupo Clarin 47.7 Grupo Clarin 56.9 Grupo La Nacion 30.5 Grupo La Nacion 22.9 Grupo Perfil 10.5 Grupo Perfil 26.1 INFOBAE.COM 10.2 INFOBAE.COM 30.1 Yahoo! News Network 6.7 Yahoo! News Network 6.9 ELMUNDO.ES 6.3 ELMUNDO.ES 3.2 MSN News 5.8 MSN News 2.9 LAVOZ.COM.AR 5.0 LAVOZ.COM.AR 31.6 Diario El Dia 3.8 Diario El Dia 45.4 Hispanic Digital Network 3.7 Hispanic Digital Network 33.8 © comScore, Inc. Proprietary and Confidential. 16 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 17. Argentina 3rd behind Chile and Venezuela for Social Networking Reach Social Networking is relatively high Social Networking throughout the region, though highest in % Reach Chile, where reach is at 92 percent. Worldwide 71% Argentina’s reach matches the regional Asia Pacific 51% average. Europe 83% North America 88% Latin America 87% Brazil 86% Mexico 87% Argentina 87% Colombia 86% Chile 92% Venezuela 89% Puerto Rico 83% © comScore, Inc. Proprietary and Confidential. 17 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 18. High Social Networking Reach in Argentina is Driven by Facebook Facebook is the clear Social Networking leader in Latin America, both in terms of reach and usage. Photo sharing sites are also very popular in the region. Top Social Networks: Argentina Top Social Networks: Argentina % Reach Average Minutes per User FACEBOOK.COM 79.7 FACEBOOK.COM 316.7 Windows Live Profile 29.2 Windows Live Profile 4.8 FOTOLOG.COM 16.9 FOTOLOG.COM 33.4 TWITTER.COM 12.5 TWITTER.COM 21.7 SONICO.COM 9.6 SONICO.COM 12.6 SLIDESHARE.NET 6.6 SLIDESHARE.NET 1.9 LINKEDIN.COM 5.3 LINKEDIN.COM 12.2 METROFLOG.COM 4.5 METROFLOG.COM 27.9 BADOO.COM 3.8 BADOO.COM 101.8 NING.COM 3.7 NING.COM 9.6 © comScore, Inc. Proprietary and Confidential. 18 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 19. Significant Growth for Facebook and Twitter in the past year Social Networks Twitter’s reach increased fivefold in % Reach Argentina in the past year. Facebook 79.7 also made significant increases over FACEBOOK.COM 56.9 the same time period. Windows Live Profile 29.2 28.3 Visiting to Fotolog and Metroflog FOTOLOG.COM 16.9 26.9 declined significantly in the past 12.5 TWITTER.COM year, perhaps due to users’ relying 2.5 more on Facebook’s photo sharing SONICO.COM 9.6 9.5 capabilities rather than using a 6.6 SLIDESHARE.NET separate service. 3.5 5.3 LINKEDIN.COM 0.7 4.5 METROFLOG.COM 11.6 3.8 BADOO.COM 3.8 3.7 NING.COM 2.5 Aug-10 Aug-09 © comScore, Inc. Proprietary and Confidential. 19 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 20. IM is Key Communication Channel for Web Users in Argentina Instant Messengers take up a large Instant Messengers percent of Argentinean web users’ time % Reach online. Seven out of ten web users in Latin Worldwide 49% America used an Instant Messenger in Asia Pacific 49% August, a rate that is much higher than Europe 46% elsewhere in the world. North America 32% Within Latin America, Argentina’s 73 Latin America 72% percent IM reach is roughly on par with Brazil and Colombia’s. Brazil 72% Mexico 79% Argentina 73% Colombia 71% Chile 68% Venezuela 63% Puerto Rico 38% © comScore, Inc. Proprietary and Confidential. 20 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 21. IM Services in Argentina Provided Primarily by Microsoft Windows Live Messenger accounts for the vast majority of Instant Messenger usage in Argentina. Skype, Google Talk, and Yahoo! Messenger also get significant usage on a per-user basis. Top Instant Messengers: Argentina Top Instant Messengers: Argentina % Reach Average Minutes per User Windows Live Messenger 66.5 Windows Live Messenger 469.4 EBUDDY.COM 2.7 EBUDDY.COM 17.8 Yahoo! Messenger 2.6 Yahoo! Messenger 52.2 Skype Instant … Skype Instant Messenger (App) 0.9 Skype Instant … Skype Instant Messenger (App) 55.3 PLUGOO.COM 0.6 PLUGOO.COM 3.2 Meebo Messenger IM 0.4 Meebo Messenger IM 7.0SOMOSMESSENGERSIEMPRE.COM 0.4 SOMOSMESSENGER… SOMOSMESSENGERSIEMPRE.COM 1.1 SOMOSMESSENGER… XFire 0.4 XFire 1.6 Google Talk (App) 0.2 Google Talk (App) 165.1 SIGHTSPEED.COM 0.2 SIGHTSPEED.COM 12.2 © comScore, Inc. Proprietary and Confidential. 21 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 22. Online Retail Still in Infancy in Latin America E-Commerce is still in its infancy in most of Retail Latin America, but it’s clear that consumers % Reach visit retail/product sites and comparison Worldwide 64% shop online even when they are not yet Asia Pacific 57% confident of the security of online Europe 71% transactions, or would otherwise prefer to make their actual purchases offline. North America 82% Latin America 64% Among the Latin American countries, the Brazil 71% relative maturity of Argentina’s Internet Mexico 63% audience is not necessarily reflected in its Argentina 63% rate of visiting to Retail sites. Brazil still far Colombia 54% outpaces the rest of the region when it Chile 58% comes to shopping and researching purchases online. Venezuela 55% Puerto Rico 63% © comScore, Inc. Proprietary and Confidential. 22 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 23. Online Travel in Latin America is Also Still Developing Like online retail, the use of online travel Travel sites is still very infrequent in Latin % Reach America. Less than a quarter of web users Worldwide 32% in Latin America use Online Travel sites, Asia Pacific 23% which include Travel Information sites as Europe 42% well as Flight, Hotel, Car Rental, and North America 46% Cruise sites. Latin America 23% Penetration of roughly 24% is similar Brazil 24% among all countries in Latin America, with Mexico 25% Puerto Rico’s being slightly higher and Argentina 24% Venezuela’s slightly lower. Colombia 20% Chile 22% Venezuela 18% Puerto Rico 27% © comScore, Inc. Proprietary and Confidential. 23 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 24. Individual Travel sites’ Penetration Rates Still in Low Single Digits Twenty-four percent reach for the entire category translates to individual sites’ penetration rates in the low single digits. Latin American travel site Despegar.com leads the category. Top Travel Sites: Argentina Top Travel Sites: Argentina % Reach Average Minutes per User DESPEGAR.COM 3.3 DESPEGAR.COM 11.3 Expedia Inc 2.8 Expedia Inc 4.7 RUTA0.COM 2.1 RUTA0.COM 6.5 LanChile S.A. 1.7 LanChile S.A. 11.9 COMOVIAJO.COM 1.6 COMOVIAJO.COM 6.5 AEROLINEAS.COM.AR 1.5 AEROLINEAS.COM.AR 8.2 ARGENTINATURISMO.COM.AR… 1.2 ARGENTINATURISMO.COM.AR… 2.4 Priceline.com Incorporated 1.1 Priceline.com Priceline.com … Incorporated 6.5 TURISMOENTRERIOS.COM… 0.8 TURISMOENTRERIOS.COM… 7.1 PARAGUAY.COM 0.8 PARAGUAY.COM 1.8 © comScore, Inc. Proprietary and Confidential. 24 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 25. Entertainment Sites Draw a Significant Audience Eighty-two percent of web users in Latin Entertainment America visited an Entertainment site in % Reach September. Worldwide 79% Even in countries where Internet Asia Pacific 72% penetration and broadband availability are Europe 84% low, there is a high level of interest in this North America 87% category. Visiting to Entertainment sites is Latin America 82% typically led by Multimedia and sites that serve video or music content. Brazil 80% Online video and music are also Mexico 84% propagated more readily in regions and Argentina 80% countries where Social Network usage is Colombia 81% high, which is certainly the case in Latin Chile 84% America. Venezuela 80% Puerto Rico 76% © comScore, Inc. Proprietary and Confidential. 25 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 26. YouTube and Music Sites Top Entertainment Sites in Argentina YouTube continues to be very popular in Argentina, and music sites are unsurprisingly also very popular in the country. Vevo, in particular, has been successful in penetrating this market. Top Entertainment Sites: Argentina Top Entertainment Sites: Argentina % Reach Average Minutes per User YOUTUBE.COM 57.3 YOUTUBE.COM 117.4 MUSICA.COM 20.3 MUSICA.COM 10.3 VEVO 16.5 VEVO 10.3 AOL Music 13.5 AOL Music 3.8 Batanga 11.6 Batanga 24.9 Viacom Digital 10.6 Viacom Digital 7.9 MSN Entertainment … 10.3 MSN Entertainment … 3.8 CBS Interactive 10.1 CBS Interactive 5.8 .FOX 7.1 .FOX 11.8 DAILYMOTION.COM 6.6 DAILYMOTION.COM 4.2 © comScore, Inc. Proprietary and Confidential. 26 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 27. Above-Average Online Gaming Indicative of Older Audience It may be surprising to some that an Online Gaming above-average interest in Online Gaming % Reach in Argentina may be indicative of its Worldwide 38% generally older audience, when compared Asia Pacific 33% to the rest of Latin America. Europe 42% Online Gaming has long been considered North America 42% the province of young males, but recently, Latin America 41% older and mid-aged women have become increasingly likely to visit the category. This Brazil 41% is due to the availability and popularity of Mexico 39% casual, board, and solitaire games such as Scrabble, Sudoku, and crosswords, as well Argentina 45% as their increasingly common tie-ins to Colombia 40% Social Networks for online gaming with Chile 45% friends. Venezuela 48% Puerto Rico 28% © comScore, Inc. Proprietary and Confidential. 27 Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010
  • 28. ARGENTINA: ONLINE SEARCH ACTIVITY qSearch August 2010Argentinean Searchers Share of Searches by Property12 million unique searchers FACEBOOK.COM, 7%94% of Argentinean Internet population Google SitesAverage 142.6 searches per searcher 83% CONDUIT.COM, 4% Yahoo! Sites, 2%Total Searches in Argentina Microsoft Sites, 1%1.7 billion searches All Others, 2%2.5 billion search result pages408 million search visits © comScore, Inc. Proprietary and Confidential. 28 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, August 2010
  • 29. ARGENTINA H/M/L SEGMENTS Segment Metrix August 2010 Share of Total Visits, Minutes, and Pages by Heaviness of Internet Usage 20% 51% 63% 61% 30% Heavy Moderate Light 37% 50% 30% 31% 12% 7% 8% Unique Visitors Visits Minutes Pages The heaviest Internet users consume the vast majority of pages. How do you reach the lightest Internet users? © comScore, Inc. Proprietary and Confidential. 29 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Segment Metrix, August 2010