2010 Digital Year in Review: Latin AmericaFrancisco Riedel
Global Coverage, Local PresencecomScore Locations                     © comScore, Inc. Proprietary and Confidential.   2  ...
comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics      2 Million Person Panel      ...
Some of Our Largest Clients in Latin America Include…                  © comScore, Inc. Proprietary and Confidential.   4 ...
The Internet Audience Worldwide            © comScore, Inc. Proprietary and Confidential.   5
Latin America Continues Audience Growth                                                                                   ...
Photos, Downloads, Multimedia Biggest Reach Gainers over Past Year                                                        ...
Social Networking the Biggest Gainer in terms of Share of Time Spent Online.Instant Messengers and Email Lost Share       ...
The Internet Audience in Latin America             © comScore, Inc. Proprietary and Confidential.   9
Online Audience Sizes in Latin America, 15+ Home & Work  Significant growth in most markets in Latin America over the past...
The Size and Engagement of Latin American Internet Audiences Brazil has the largest online population in Latin America – 4...
Latin American Online Population Skews Young Internet users in Latin America skew slightly young: 62% of the Internet audi...
Young People Drive Internet Consumption in Latin America 15-24 year olds in Latin America are the heaviest Internet users,...
Online Behavior in Latin America             © comScore, Inc. Proprietary and Confidential.   14
Social Networking, Instant Messengers and Blogs are Key in LatAm                                                    Reach ...
Social Networks Reached 88% of Latin American Internet Users                                                              ...
Six out of 15 top Facebook Markets are in Latin AmericaWith the exception of Brazil,                                  Face...
Latin America Also Represents A Number of Major Twitter Markets                        Twitter.com Top 15 Markets by % Rea...
Photos Category Grew 27% in Latin America Sharing photos is becoming a key                                                ...
Social Networking spurs Photos Category Growth The high growth in this category in almost every country is being driven by...
Lat Am IM Usage Remains High Despite Drop in Global Usage                                                                 ...
Lat Am Retail Site Reach of 62% is Nearly On Par with Global Average                                                      ...
Nonetheless, the Internet is Important in Making Buying Decisions In a custom survey recently conducted by comScore in Lat...
Group-buying Sites Showed Impressive Growth in Late 2010 Group-buying sites have taken off in Latin America and, based on ...
High Visitation Rates to Banking Sites from Venezuela, Chile, Brazil                                                      ...
Latin Americans Use the Web as a Main Channel for News,on Blogs as well as “Traditional” News sites            News/Inform...
Web is a Key Channel for Entertainment in Latin America                                                                   ...
Multimedia, Music, and Entertainment News Index Highest A few entertainment categories receive more than their “fair share...
Online Video Viewers in Mexico Watch the Most Video on Average Average time spent watching online video in Latin America a...
In Summary• Latin America saw a 15% gowth in Online Users.• The Latin American online audience skews slightly younger.• Hi...
comScore.com in Latin America                                                Thank You!                              Franc...
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Think Latin America: The State of the Internet

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The State of the Internet in Latin America, by Francisco Riedel (comScore)

What are the prevailing trends in digital media usage in Latin America and the upcoming shifts in media consumption? Join Francisco Riedel, Sales Manager at comScore, Inc., as he provides a comprehensive view of the digital landscape in Latin America and explains the penetration and engagement of the online population through various content categories including news, information and retail. This presentation will include an overview of how Internet usage varies demographically and what key applications are used to communicate on the Web. Learn what type of content Latin America users consume and what brands are popular in the region, while obtaining valuable information on the use of social networking and entertainment sites, and how such usage varies by age and country.

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Think Latin America: The State of the Internet

  1. 1. 2010 Digital Year in Review: Latin AmericaFrancisco Riedel
  2. 2. Global Coverage, Local PresencecomScore Locations © comScore, Inc. Proprietary and Confidential. 2 V0910
  3. 3. 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. 3 V0910
  4. 4. Some of Our Largest Clients in Latin America Include… © comScore, Inc. Proprietary and Confidential. 4 V0910
  5. 5. The Internet Audience Worldwide © comScore, Inc. Proprietary and Confidential. 5
  6. 6. Latin America Continues Audience Growth Worldwide Online Population (Millions) Growth is flat in North America, European growth mostly driven by Russia +8% 1,324 Growth in Latin America expected to continue 1,222 on the back of increased residential broadband penetration region-wide December 2009 December 2010 +6% Dec 2009 534.0 Dec 2010 505.7 +8% 336.4 361.7 +3% +32% +15% 198.4 204.0 85.2 112.5 96.6 111.4 Asia Pacific Europe North America Middle East - Latin America Africa © comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
  7. 7. Photos, Downloads, Multimedia Biggest Reach Gainers over Past Year Key Categories Reach of WW Population, 2009 vs 2010 52.7% 85.0% Photos +24%Search/Navigation Growth: +5% 42.6% 80.8% 51.3% 70.5% Games +3% Social Networking +4% 49.8% 67.6% 50.0% 68.3% Blogs --- +4% 49.8%Directories/Resour… 65.7% 45.5% 66.8% Business/Finance +1% Multimedia +6% 45.2% 63.0% 34.7% 63.9% Instant Messengers -15% Retail +3% 41.1% 61.8% 32.7% 63.1% TV +2% e-mail -4% 31.9% 65.8% 31.5% 60.3% Sports -4% News/Information +1% 32.8% 59.4% 31.1% 58.1% Auctions -7% Community +4% 33.6% 55.8% 29.7% 56.9% Travel +4% Downloads +11% 28.6% 51.3% 28.8% 2010 53.1% Education -5% Technology -2% 30.4% 54.3% 2009 © comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  8. 8. Social Networking the Biggest Gainer in terms of Share of Time Spent Online.Instant Messengers 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. 8 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  9. 9. The Internet Audience in Latin America © comScore, Inc. Proprietary and Confidential. 9
  10. 10. Online Audience Sizes in Latin America, 15+ Home & Work Significant growth in most markets in Latin America over the past year Online Population Sizes (MM) +20% Latin America 40.0 33.3 +21% +3% +26% 17.8 +9% 14.8 12.5 12.8 12.3 +27% +9% 9.8 6.7 7.3 3.8 2.2 2.9 1.1 1.2 Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico 2009 2010 © comScore, Inc. Proprietary and Confidential. 10 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010
  11. 11. The Size and Engagement of Latin American Internet Audiences Brazil has the largest online population in Latin America – 45.1 million is currently the comScore estimate of 6+, home & work Average usage in Brazil, Mexico, Argentina and Peru outpace global average Internet Users (Millions) in Total Hours Online per Latin America Visitor in Latin America WW Avg: 22.4 Brazil 40.0 Brazil 24.3 Mexico 17.8 Mexico 24.1 Argentina 12.8 Argentina 25.0 Colombia 12.3 Colombia 20.1 Chile 7.3 Chile 22.8 Peru 3.8 Peru 24.7 Venezuela 2.9 Venezuela 19.8 Puerto Rico 1.2 Puerto Rico 17.1 © comScore, Inc. Proprietary and Confidential. 11 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  12. 12. Latin American Online Population Skews Young Internet users in Latin America skew slightly young: 62% of the Internet audience is between 15 and 35 years old Composition of Internet Audience 15+ 53% Worldwide 27% 26% 22% 14% 11% 62% Latin America 34% 29% 20% 11% 7% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 12 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  13. 13. Young People Drive Internet Consumption in Latin America 15-24 year olds in Latin America are the heaviest Internet users, outpacing every other age group in Latin America as well as the global average for the age group Average Time Online by Age Hours per Visitor 26.6 24.2 23.0 22.4 22.8 21.2 21.8 21.9 22.4 23.2 20.8 21.3 Average 15+ 15-24 25-34 35-44 45-54 55+ Latin America Worldwide © comScore, Inc. Proprietary and Confidential. 13 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  14. 14. Online Behavior in Latin America © comScore, Inc. Proprietary and Confidential. 14
  15. 15. Social Networking, Instant Messengers and Blogs are Key in LatAm Reach of Key Categories 88% 57% Search/Navigation Index: 104 News/Information 94 60% 85% 88% 56% Social Networking 124 Technology 106 53% 70% 76% 55% e-mail 121 Downloads 97 57% 63% 71% 53% Multimedia 106 Games 103 67% 51% 68% 35% Instant Messengers 196 Business/Finance 78 35% 46% 66% 35% Photos 125 Education 121 53% 29% 64% 31% 94 Sports 99 32%Directories/Resources 68% 63% 31% Blogs 126 TV 93 50% 33% 62% 22% Retail 97 Travel 76 30% 64% 60% 18% Latin America Community 104 Automotive 76 58% 24% Worldwide © comScore, Inc. Proprietary and Confidential. 15 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  16. 16. Social Networks Reached 88% of Latin American Internet Users Social Networking Sites Social Networks continue to be a central Dec 2010 % Reach touchpoint of the Latin American web experience, though with such high WW 70.5% penetration rates, growth in reach is Asia Pacific 47.9% flattening across the region Europe 84.4% North America 89.8% Latin America 87.7% Social Networking Sites Brazil 85.3% Growth Mexico 88.8% +7% +4% Argentina 89.7% 82.2% 87.7% 67.6% 70.5% Colombia 88.6% Chile 91.7% Peru 90.9% Latin America Worldwide Venezuela 88.9% Dec 2009 Reach Dec 2010 Reach Puerto Rico 85.9% © comScore, Inc. Proprietary and Confidential. 16 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  17. 17. Six out of 15 top Facebook Markets are in Latin AmericaWith the exception of Brazil, Facebook.com Top 15 Markets by % ReachFacebook is the #1 Social Philippines 93.7Network in every Latin Turkey 90.7American country under Israel 90.2measurement by comScore. Chile 89.5Brazil remains an Orkut Malaysia 88.4stronghold, though Argentina 88.3Facebook is making rapid Venezuela 87.8gains as well Indonesia 87.4 Canada 86.9 Colombia 86.7 Peru 83.4 Mexico 82.6 United Kingdom 81.4 Puerto Rico 81.4 Finland 81.2 © comScore, Inc. Proprietary and Confidential. 17 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
  18. 18. Latin America Also Represents A Number of Major Twitter Markets Twitter.com Top 15 Markets by % Reach Netherlands 22% Brazil 22% Venezuela 21% Japan 20% Indonesia 19% Canada 15% Philippines 14% Argentina 13% Singapore 13% United Kingdom 13% Turkey 13% United States 13% Chile 12% Mexico 11% Colombia 10% © comScore, Inc. Proprietary and Confidential. 18 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  19. 19. Photos Category Grew 27% in Latin America Sharing photos is becoming a key Photo Sites component of the Social Networking Dec 2010 % Reach experience WW 52.7% Ubiquity of digital cameras and cell phone Asia Pacific 28.8% cameras, coupled with large youth Europe 67.0% populations, also contribute to popularity North America 75.4% of this category Latin America 65.7% Photo Sites Brazil 42.7% Growth Mexico 75.8% +27% +24% Argentina 81.6% 65.7% Colombia 79.9% 51.7% 52.7% 42.6% Chile 82.4% Peru 77.1% Latin America Worldwide Venezuela 80.2% Dec 2009 Reach Dec 2010 Reach Puerto Rico 73.7% © comScore, Inc. Proprietary and Confidential. 19 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  20. 20. Social Networking spurs Photos Category Growth The high growth in this category in almost every country is being driven by Facebook Photos Growth in Reach: Photo Sites +52% +36% +16% +21% +16% +30% 82% 80% 82% 77% 80% 76% 74% +17% 69% 68% 69% 60% 57% 50% 43% 37% * Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico Dec 2009 Reach Dec 2010 Reach Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 20 Source: comScore Media Metrix (Panel Only), December 2009 and December 2010 * comScore began reporting on the Peruvian market separately in August 2010
  21. 21. Lat Am IM Usage Remains High Despite Drop in Global Usage Instant Messengers Latin America boasts the highest Dec 2010 % Reach percentage of Internet users using Instant WW 34.7% Messengers – at a rate that is almost Asia Pacific 18.7% twice the global average Europe 41.3% North America 28.5% Latin America 68.1% Instant Messengers Brazil 70.8% Growth Mexico 74.8% -4% Argentina 68.8% 70.7% 68.1% -15% Colombia 64.5% 41.1% 34.7% Chile 61.9% Peru 79.3% Venezuela 59.6% Latin America Worldwide Puerto Rico 31.0% Dec 2009 Reach Dec 2010 Reach © comScore, Inc. Proprietary and Confidential. 21 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  22. 22. Lat Am Retail Site Reach of 62% is Nearly On Par with Global Average Retail Sites Among the Latin American countries, Dec 2010 % Reach Brazil, Argentina, and Puerto Rico show WW 63.9% the highest visitation to Retail sites Asia Pacific 54.2% Europe 72.8% North America 85.5% Latin America 62.1% Retail Sites Brazil 69.6% Growth Mexico 59.3% +4% +3% Argentina 62.7% 60.0% 62.1% 61.8% 63.9% Colombia 51.6% Chile 58.1% Peru 57.8% Latin America Worldwide Venezuela 60.3% Dec 2009 Reach Dec 2010 Reach Puerto Rico 60.6% © comScore, Inc. Proprietary and Confidential. 22 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  23. 23. Nonetheless, the Internet is Important in Making Buying Decisions In a custom survey recently conducted by comScore in Latin America, almost all state that the Internet has been important in providing them with information to make buying decisions Share of Survey Respondents Stating that the Internet has been Slightly to Very Important in Providing Information to make Buying Decisions 97% 94% 91% 90% 91% 87% Brazil Mexico Argentina Chile Colombia Peru Q4a: In the past 3 months, how important has the Internet become in providing you with information to help you make buying decisions? Base: Respondent makes purchases online. © comScore, Inc. Proprietary and Confidential. 23 Source: comScore Latin America E-Commerce Study, November 2010
  24. 24. Group-buying Sites Showed Impressive Growth in Late 2010 Group-buying sites have taken off in Latin America and, based on what has been seen in the USA, are set to continue their growth in 2011 Argentina is Groupon’s top market, with one of every five web users visiting the coupon site in December 2010 Groupon in USA during 2010 Groupon Top Markets by % Reach © comScore, Inc. Proprietary and Confidential. 24 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix , December 2010
  25. 25. High Visitation Rates to Banking Sites from Venezuela, Chile, Brazil Banking Sites Venezuela, Chile, and Brazil post the Dec 2010 % Reach highest visitation rates to Banking sites, with rates above the global average WW 27.0% Asia Pacific 17.4% Global growth in this category has leveled Europe 35.4% off. In Latin America, percentage growth North America 47.7% is highest in Mexico and Argentina Latin America 25.7% Banking Sites Brazil 32.4% Growth Mexico 19.4% +4% -- Argentina 25.5% 24.7% 25.7% 27.0% 27.0% Colombia 21.4% Chile 35.9% Peru 24.2% Latin America Worldwide Venezuela 42.2% Puerto Rico 28.8% Dec 2009 Reach Dec 2010 Reach © comScore, Inc. Proprietary and Confidential. 25 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  26. 26. Latin Americans Use the Web as a Main Channel for News,on Blogs as well as “Traditional” News sites News/Information Sites Blogs Dec 2010 % Reach Dec 2010 % Reach WW 60.3% WW 50.0% Asia Pacific 50.9% Asia Pacific 42.3% Europe 67.4% Europe 55.1% North America 80.0% North America 55.8% Latin America 56.5% Latin America 62.9% Brazil 58.8% Brazil 71.1% Mexico 54.9% Mexico 60.4% Argentina 65.8% Argentina 62.3% Colombia 50.9% Colombia 55.4% Chile 56.0% Chile 59.5% Peru 55.8% Peru 66.9% Venezuela 51.0% Venezuela 57.7% Puerto Rico 50.8% Puerto Rico 46.6% © comScore, Inc. Proprietary and Confidential. 26 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  27. 27. Web is a Key Channel for Entertainment in Latin America Entertainment Sites Visiting to Entertainment sites is uniformly Dec 2010 % Reach high across the region, with penetration rates similar to, or exceeding, the global WW 79.9% average Asia Pacific 73.4% Europe 85.2% Roughly 4 of every 5 web users in Latin North America 88.3% America visited an Entertainment site Latin America 81.6% Entertainment Sites Brazil 79.3% Growth Mexico 83.8% +4% +5% Argentina 81.9% 78.5% 81.6% 76.0% 79.9% Colombia 82.9% Chile 84.6% Peru 86.8% Latin America Worldwide Venezuela 78.4% Dec 2009 Reach Dec 2010 Reach Puerto Rico 76.2% © comScore, Inc. Proprietary and Confidential. 27 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  28. 28. Multimedia, Music, and Entertainment News Index Highest A few entertainment categories receive more than their “fair share” of visitors from Latin America: Music, Entertainment News, Multimedia and Radio rate highest Latin America vs Global Reach of Entertainment Subcategories © comScore, Inc. Proprietary and Confidential. 28 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
  29. 29. Online Video Viewers in Mexico Watch the Most Video on Average Average time spent watching online video in Latin America are still far lower than averages in North America and Europe: for example, average time spent watching video in the U.S. was 15.7 hours over the same time period Given the region’s Online Video Viewing in Latin America appetite for Average Hours per Viewer Entertainment, expect to see continued growth in online video consumption as broadband penetration continues to increase Total Number of Videos (MM): 2,972 1,813 942 541 © comScore, Inc. Proprietary and Confidential. 29 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix , January 2011
  30. 30. In Summary• Latin America saw a 15% gowth in Online Users.• The Latin American online audience skews slightly younger.• Higher adoption of online consumption among younger populations indicateadditional growth in online users in the years to come.• Social Networking saw the highest gains in consumption, although many othersectors are on Par with Global average.• Broadband penetration regionally will have a significant impact on theaccessibility of online video and online content overall. © comScore, Inc. Proprietary and Confidential. 30
  31. 31. comScore.com in Latin America Thank You! Francisco Riedel friedel@comscore.com © comScore, Inc. Proprietary and Confidential. 31

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