Os números da Internet no Brasil
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Os números da Internet no Brasil

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Apresentação elaborada pela ComScore com dados de fevereiro de 2011 sobre a atividade on-line no Brasil.

Apresentação elaborada pela ComScore com dados de fevereiro de 2011 sobre a atividade on-line no Brasil.

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    Os números da Internet no Brasil Os números da Internet no Brasil Presentation Transcript

    • February 2011The Brazilian Online Audience
    • comScore is a Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1,600+ worldwideEmployees 1,000+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 43 markets reportedLocal Presence 30+ locations in 21 countries © comScore, Inc. Proprietary and Confidential. 2 V0910
    • Global Coverage, Local PresencecomScore Locations © comScore, Inc. Proprietary and Confidential. 3 V0910
    • comScore Leverages Rich Panel Data to Deliver Unique and Broad DigitalBusiness 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. 4 V0910
    • The Internet Audience Worldwide © comScore, Inc. Proprietary and Confidential. 5
    • Latin America Continues Audience Growth Growth is flat in North America, European Worldwide Online Population in Millions growth mostly driven by Russia (15+, Home & Work) Growth in LatAm expected to continue on +8% the back of increased residential broadband 1,324 1,222 penetration region-wide Growth in Brazil likely to also continue as more people move from shared-access environment to home & work use 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
    • China Surges Past the US Internet Users Age 15+ (MM) Online from Work or Home China 291.5 United States 180.9 Japan 73.0 Germany 49.3 Russian Federation 46.1 France 41.9 India 41.6 While US user growth has remained flat over Brazil 40.0 the past year, China, Russia, and Brazil have United Kingdom 38.6 experienced impressive growth rates of South Korea 30.2 23%, 23% and 20%, respectively. Canada 23.0 Italy 22.7 Turkey 22.6 Spain 21.1 © comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • In Terms of Reach Worldwide, the Photos Category is Growing Fastest Key Categories Reach of WW Population, 2009 vs 2010 85% 53% Search/Navigation Growth: +5% Photos +24% 81% 43% 70% 51% Social Networking +4% Games +3% 68% 50% 68% 50% +4% Blogs ---Directories/Resources 66% 50% 67% 46% Multimedia +6% Business/Finance +1% 63% 45% 64% Instant 35% Retail +3% -15% 62% Messengers 41% 63% 33% e-mail -4% TV +2% 66% 32% 60% 32% News/Information +1% Sports -4% 59% 33% 58% 31% Community +4% Auctions -7% 56% 34% 57% 30% Downloads +11% Travel +4% 51% 29% 53% 29% 2010 Technology -2% Education -5% 54% 30% 2009 © 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
    • 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. 9 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • 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. 10 Source: Morgan Stanley Research
    • Browsing Audience Larger than App Audience in USA… Mostly Top 10 Mobile Content Categories Browser v. App US, April 2010 40,000 35,000 Browser 30,000 25,000 20,000 App 15,000 10,000 5,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 11
    • A Quick Look at the Top Genres for Mobile Browsing in the USA Top Genres for Mobile Browsing General Reference 17.2% Movie Information 20.1% News and Weather GenresStock Quotes or Financial News 20.4% Communicating and Sharing Tech News 21.0% Other Maps 21.6% Photo or Video Sharing 23.1% Work Email 24.1% Entertainment News 28.2% Sports Information 29.5% IM 30.0% News 36.1% Weather 37.1% Social Networking 42.0% Personal Email 46.5% Search 47.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Product: MobiLens Data: Three month average ending June 2010 Country: US – N=32,009 © comScore, Inc. Proprietary and Confidential. 12
    • United States - Digital Year in Review (2010) The heaviest individual online spending day of the year was Cyber Monday (Monday, Nov 29, 2010) at $1.028 billion. First time on record that online retail spending surpassed $1 billion in a single day. Facebook surpassed each of the Top 3 largest web properties in the past year, capturing the #1 ranking for time spent in August 2010. Facebook now accounts for 11.1% of time spent online in the U.S., up from 5.5% percent a year ago. Major milestones in mobile were crossed during the year as smartphone adoption reached 1 in 4 mobile Americans and 3G penetration crossed the 50 percent threshold, signaling that the mobile industry has reached a point of no return. © comScore, Inc. Proprietary and Confidential. 13
    • A Few Excerpts from US Digital Year in Review (2010) © comScore, Inc. Proprietary and Confidential. 14
    • The Internet Audience in Brazil © comScore, Inc. Proprietary and Confidential. 15
    • Brazilian Internet Population Growth & Consumption Total Visits peaked in October for the presidential elections and remained high moving into November Brazilian Internet Population Size and Total Internet Visits45.0 2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163 2,50040.0 1,966 1,978 1,848 2,00035.030.025.0 1,50020.0 36.4 37.0 37.5 38.1 38.7 39.3 40.0 1,000 33.3 33.8 34.2 34.8 35.3 35.915.010.0 500 5.0 0.0 - Unique Visitors (MM) Visits (MM) © comScore, Inc. Proprietary and Confidential. 16 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010
    • The Size and Engagement of the Brazilian Internet Audience Brazil has the largest online population in Latin America – 45.1 million is currently the comScore estimate of 6+, home & work – Extended universe estimate is 77.3 million, larger than the total populations of France and the UK (66 and 62 million, respectively) The average Internet user in Brazil clocks 24.3 hours of usage per month 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. 17 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Online Audience Sizes in Latin America, 15+ Home & Work  Brazil continues to show terrific audience growth: 20% from December 2009 to December 2010 40.0 Online Population Sizes (MM) Latin America 33.3 17.8 14.8 12.5 12.8 12.3 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. 18 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010
    • Comparing Brazil to Other Countries Outside Latin America The 15+ Home and Work Internet population in Brazil is similar in size to the Internet populations in India and the U.K. Internet users in Brazil spend a similar amount of time online as users in France and South Korea but significantly more time than those in India and Italy Internet Users (Millions) Total Online Hours per Visitor France 41.9 France 25.7 India 41.6 India 12.1 Brazil 40.0 Brazil 24.3 United Kingdom 38.6 United Kingdom 30.6 South Korea 30.2 South Korea 27.8 Canada 23.0 Canada 44.9 Italy 22.7 Italy 16.0 © comScore, Inc. Proprietary and Confidential. 19 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Brazilian Online Population Skews Young Internet users in Brazil skew slightly young: 63% of the Internet audience in Brazil is between 15 and 35 years old In comparison, only 53% of the global online population is in the same age group Composition of Internet Audience 15+ Brazil 29.0% 33.7% 21.2% 10.7% 5.3% Latin America 33.6% 28.6% 20.0% 11.3% 6.6% Worldwide 26.8% 26.0% 21.6% 14.2% 11.4% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 20 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • However, it is “Less Young” than it was in 2009 We are seeing a slight shift in the composition of the Brazilian audience: proportionally more users in older age groups Typical of a developing Internet market Composition of Brazilian Internet Audience 15+ 2009 vs 2010 Dec-09 31% 34% 21% 9% 5% Dec-10 29% 34% 21% 11% 5% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 21 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
    • Brazilian Online Audience – A Closer Look at Male & Female Source: comScore Media Metrix, October 2010 © comScore, Inc. Proprietary and Confidential. 22
    • Youngest Users are the Heaviest Users Users 15-24 in Brazil spent the most time online; males and females in that age group spent an equal amount of time online, an average of 28.5 hours in December Women 35-44 and 45-54 spent more time online than their male counterparts Average Time Online by Age & Gender 28.5 28.5 24.6 23.6 22.3 21.7 22.3 23.3 21.8 21.6 Male Female 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 23 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • A Look at National & Regional Online Audiences Source: comScore Media Metrix, October 2010 © comScore, Inc. Proprietary and Confidential. 24
    • Regional Internet Population Distribution and Average Usage 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 BR Region: South Average 23.7 hours online 13% of Online Population Average 25.9 hours online © comScore, Inc. Proprietary and Confidential. 25 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Brazil vs WW Reach of Key Categories Reach of Key Categories 86% 59% Search/Navigation Index: 101 Downloads 104 85% 57% 85% 53% Social Networking 121 Games 104 70% 51% 75% News/Information 59% e-mail 120 97 63% 60% 71% 43% Blogs 142 Photos 81 50% 53% 71% 41% Instant Messengers 204 Business/Finance 91 35% 46% 70% 40% Retail 109 Education 138 64% 29% 68% 40% Multimedia 102 Sports 126 67% 32% 64% 33% 94 TV 101Directories/Resources 68% 33% 60% 25% Community 103 Travel 85 58% 30% 60% 22% Brazil Technology 113 Automotive 90 53% 24% Worldwide © comScore, Inc. Proprietary and Confidential. 26 Brazilian and Global Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Growth in Reach of Almost All Major Online Categories in Brazil Key Categories Reach of Brazilian Population, 2009 vs 2010 86% 59% Search/Navigation Growth: +7% Downloads +2% 80% 58% 85% 59% Social Networking +10% News/Information --- 78% 59% 75% 53% e-mail +5% Games +1% 72% 53% 71% 43% Blogs +9% Photos +17% 65% 37% 71% 41% Instant Messengers +5% Business/Finance +5% 67% 40% 70% -4% 40% Retail +9% Education 64% 41% 68% 40% Multimedia +9% Sports +1% 63% 39% 64% 33% +3% TV +2%Directories/Resources 62% 32% 60% 25% Community +5% Travel +14% 57% 22% 60% 22% 2010 Technology +7% Automotive -1% 56% 22% 2009 © comScore, Inc. Proprietary and Confidential. 27 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • 2010 was a Breakthrough Year for Online Banking Overall category growth of 25% from Dec 2009 to Dec 2010 Led by very impressive audience growth seen by Itau.com.br and Banco do Brasil which each saw more than 50% growth in UVs © comScore, Inc. Proprietary and Confidential. 28 comScore World Metrix 2010
    • So, Who Were the Drivers of this Growth? While the category’s audience was split relatively evenly across men (52%) and women (48%) in December 2010… Persons under the age of 35 consumed 54% of the overall pages (in Dec 2009 the under 35 segment was responsible for 59%) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 29 Source: comScore Media Metrix, December 2010
    • Group-buying Sites Showed Impressive Growth in Late 2010 Groupon in USA during 2010  Group-buying sites have taken off in Brazil and, based on what has been seen in the USA, are set to continue their growth in 2011.  Three major players in the space saw close to or more than 50% growth in unique visitors from August to October © comScore, Inc. Proprietary and Confidential. 30 comScore World Metrix 2010
    • Retail Continues to Grow in Brazil Retail Sites Seven out of ten web users in Brazil % Reach visited a Retail site in December, a rate that is the highest in the region WW 63.9% Asia Pacific 54.2% Significant upside still remains, as Europe 72.8% Brazilians become more comfortable North America 85.5% with shopping and buying online Latin America 62.1% Retail Sites Brazil 69.6% Growth Mexico 59.3% +9% +3% Argentina 62.7% 69.6% 63.8% 61.8% 63.9% Colombia 51.6% Chile 58.1% Peru 57.8% Venezuela 60.3% Brazil Worldwide Puerto Rico 60.6% 2009 Reach 2010 Reach © comScore, Inc. Proprietary and Confidential. 31 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), Dec 2009 & December 2010
    • Top Sites: Retail Mercado Libre leads the retail category in reach, but Lojas Americanas and BuscaPe are only a few percentage points behind In terms of time spent, comparison shopping sites lag behind a little Brazilian sites clearly dominate the Top Ten Top Retail Sites: Brazil Top Retail Sites: Brazil % Reach Average Minutes per User MercadoLibre 29.9 MercadoLibre 22.3 Lojas Americanas 26.7 Lojas Americanas 12.6 BuscaPe.com Inc. 21.6 BuscaPe.com Inc. 4.6 UOL Shopping 13.4 UOL Shopping 2.2 NETSHOES.COM.BR 9.5 NETSHOES.COM.BR 9.7 PONTOFRIO.COM.BR 7.6 PONTOFRIO.COM.BR 10.0 CASASBAHIA.COM.BR 7.3 CASASBAHIA.COM.BR 10.2 EXTRA.COM.BR 7.1 EXTRA.COM.BR 8.5 MAGAZINELUIZA.COM.BR 7.1 MAGAZINELUIZA.COM.BR 9.1 COMPRAFACIL.COM.BR 6.0 COMPRAFACIL.COM.BR 7.0 © comScore, Inc. Proprietary and Confidential. 32 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • 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. 33 Source: comScore Latin America E-Commerce Study, November 2010
    • The World Cup’s Effect on the Sports Category The Sports category saw a tremendous lift from the World Cup and managed to sustain this lift very well over the 2nd half of the year Sports sites/channels including Lancenet.com.br, Terra Brasil Esportes & UOL Esporte saw their audiences increase in between 30%-40% from April to June © comScore, Inc. Proprietary and Confidential. 34 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), February 2009 to December 2010
    • Top Sites: Sports Rede Globo Esportes, led by Globoesporte, leads the category with 22% reach Usage on Rede Globo Esporte, is also heaviest, averaging 30.7 minutes/visitor Smaller, yet highly engaged audience seen on lancenet.com.br Top Sports Sites: Brazil Top Sports Sites: Brazil % Reach Average Minutes per User Rede Globo Esportes 22.2 Rede Globo Esportes 30.7 UOL Esporte 13.3 UOL Esporte 17.6 MSN Sports International 12.1 MSN Sports International 10.6 Terra Sports 9.5 Terra Sports 17.6 LANCENET.COM.BR 4.7 LANCENET.COM.BR 23.9 Yahoo! Sports 4.7 Yahoo! Sports 5.0 GloboSat Esportes 2.8 GloboSat Esportes 5.1 ESPN 2.5 ESPN 19.8 IG Esporte 1.9 IG Esporte 5.9 Big Lead Sports By FSV 1.2 Big Lead Sports By FSV 4.2 © comScore, Inc. Proprietary and Confidential. 35 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Automotive Category Continues to Develop a Strong Audience Category growth of 32% from December 2009 to December 2010 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. 36 comScore World Metrix 2010
    • The Travel Category Continues to “Take Off” Was one of the leaders in 2010 with 49% category growth (7.4M to 11M) Persons under the age of 35 consumed 56% of the overall pages (in Dec 2009 the under 35 segment was responsible for 63%) Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 37 Source: comScore Media Metrix, December 2010
    • Social Networking in Brazil and Around the World Social Networking Sites The reach of the Social Networking % Reach category continues to be very high throughout Latin America WW 70.5% In Brazil, even with such a high reach, Asia Pacific 47.9% the category is amazingly still growing Europe 84.4% North America 89.8% Latin America 87.7% Social Networking Sites Brazil 85.3% Growth Mexico 88.8% +10% +4% Argentina 89.7% 77.9% 85.3% 67.6% 70.5% Colombia 88.6% Chile 91.7% Peru 90.9% Brazil Worldwide Venezuela 88.9% 2009 Reach 2010 Reach Puerto Rico 85.9% © comScore, Inc. Proprietary and Confidential. 38 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
    • 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; even with 28% growth in Brazil, Orkut’s total global audience declined by 1% over the past year Orkut and Facebook Orkut and Facebook Brazil UV and Growth Global UV and Growth 700,000 +41% 35,000 +28% 30,000 600,000Unique Visitors Unique Visitors 25,000 500,000 20,000 400,000 15,000 +258% Dec-2009 300,000 10,000 Dec-2010 200,000 5,000 0 100,000 -1% Orkut in Brazil FACEBOOK.COM 0 in Brazil Orkut Worldwide FACEBOOK.COM Worldwide © comScore, Inc. Proprietary and Confidential. 39 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010
    • A Closer Look at Facebook and Orkut Globally If not for Brazil, it is quite possible that Orkut would not exist in 2011 Almost 90% of the pages consumed on Orkut are consumed in Brazil Brazilians, however, visit Orkut on average more often than the world visits Facebook Unique Visitors Reach Page Views Avg Visits/ Avg Mins/ (000) (millions) Visit Visit ORKUT Worldwide 52,755 4% 23,050 22.3 8.1 Brazil 31,279 78% 20,584 31.7 8.5 FACEBOOK Worldwide 662,420 50% 300,600 29.6 9.7 Brazil 12,118 30% 813 10.5 3.6 Brazilian Internet Audience 15+ accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 40 Source: comScore Media Metrix, December 2009 and December 2010
    • Less of the Facebook Audience in Brazil is Visiting Orkut Cross-visiting seen in December 2009 (Total Audience, 15+) Cross-visiting seen in December 2010 (Total Audience, 6+) Brazilian Internet Audience, accessing Internet from Home or Work © comScore, Inc. Proprietary and Confidential. 41 Source: comScore Media Metrix, December 2009 and December 2010
    • A Closer Look at Orkut and Facebook in Brazil © comScore, Inc. Proprietary and Confidential. 42
    • Brazil is a Top Twitter Market Brazil was a close second in the list of top Twitter markets in December. Likely as a result of presidential election buzz, Brazil was #1 in October. Top Twitter Markets by Percent Reach © comScore, Inc. Proprietary and Confidential. 43 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
    • Visitation to Blogs is Very High in Brazil BlogSites News/Information Sites % Reach % Reach WW 50.0% WW 60.3% Asia Pacific 42.3% Asia Pacific 50.9% Europe 55.1% Europe 67.4% North America 55.8% North America 80.0% Latin America 62.9% Latin America 56.5% Brazil 71.1% Brazil 58.8% Mexico 60.4% Mexico 54.9% Argentina 62.3% Argentina 65.8% Colombia 55.4% Colombia 50.9% Chile 59.5% Chile 56.0% Peru 66.9% Peru 55.8% Venezuela 57.7% Venezuela 51.0% Puerto Rico 46.6% Puerto Rico 50.8% © comScore, Inc. Proprietary and Confidential. 44 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010
    • The Impact of the Presidential elections Significant increase in Total Visits to News/Info and Blogs categories seen in lead up to and during the President Election season Total Visits to the Internet in Brazil were highest in Oct and Nov than during any other month in 2010 comScore World Metrix 2010 – panel-only © comScore, Inc. Proprietary and Confidential. 45
    • Election-focused Sites Saw a Tremendous Lift During October Political coverage on both Terra and UOL increased by almost factors of 3x and 4x, respectively Total Visits to these two sites increased from approx. 2.8M Total Visits to each in September to 6.6M and 9.6M in October, respectively © comScore, Inc. Proprietary and Confidential. 46 comScore World Metrix 2010 – panel-only
    • Elections Lifted Reach of Certain Content Categories in All Regions © comScore, Inc. Proprietary and Confidential. 47 comScore World Metrix 2010
    • Cross-visitation During October Very little cross-visiting seen amongst the presidential candidates, but extremely high cross-visitation seen between all the candidate’s audiences and visitors of Social Networking, News/Information and Blog sites comScore World Metrix, October 2010 © comScore, Inc. Proprietary and Confidential. 48
    • How the Election Was Won? % Composition Unique Visitors [P] MINHAMARINA.ORG.BR [P] DILMA13.COM.BR [P] SERRA45.COM.BRPersons: 15-24 29.7 28.6 30.1Persons: 25-34 36.8 31.4 31.6Persons: 35-44 16.2 18.3 14.8Persons: 45-54 11.2 12.9 12.2Persons: 55+ 5.0 7.5 10.1All Males 47.6 56.4 61.0All Females 52.4 43.6 39.0Region BR: Center-west 5.3 6.5 4.8Region BR: North 1.7 1.9 1.6Region BR: Northeast 16.6 19.3 16.7Region BR: South 9.1 9.7 10.1Region BR: Southeast 67.3 62.5 66.7 comScore World Metrix, October 2010 © comScore, Inc. Proprietary and Confidential. 49
    • More On Each Candidate’s Online Audience comScore World Metrix, October 2010 © comScore, Inc. Proprietary and Confidential. 50
    • Online Video in Brazil 33.5 MM Unique Viewers 84 % Percent of 15+ Internet Audience 23 % Percent of Total Population 2.6 B Total Videos 243 MM Total Hours of Video 79 Videos per Viewer 7.3 Hours per Viewer © comScore, Inc. Proprietary and Confidential. 51 Brazilian Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, December 2010
    • Youtube Audience as an Online Video Benchmark Brazil’s unique audience to Youtube grew by more than 33% over the last year Dez/2009 Dez/2010 © comScore, Inc. Proprietary and Confidential. 52
    • Video and Social Networking Even with such drastic differences in terms of size of the audience, almost three times as many videos are being watched within Facebook than Orkut With video streaming showing such growth in Brazil, will this be another factor in the Facebook vs Orkut discussion over the coming years? © comScore, Inc. Proprietary and Confidential. 53 Brazilian Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, December 2010
    • Gender Difference is Wider When it Comes to Video Consumption In contrast with overall Internet usage in Brazil, males of all ages spend far more time watching online video than women. Among men, video consumption declines with increasing age; women’s video usage is more constant between age groups 317 million of the 560 million videos watched by Males 15-24 were on Youtube Women 45-54 are the ones who average most time watching online video Average Hours Spent Watching Online Video 10.4 By Age and Gender 8.6 8.4 7.3 6.1 6.5 6.0 5.6 5.4 Male 3.7 Female 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 54 Brazilian Audience 15+ accessing Internet from Home or Work Source: comScore Video Metrix, December 2010
    • Searching for Something?Brazilian Searchers Share of Searches by Property37 million unique searchers Terra - Telefonica, 2%92% of Brazilian Internet population Google Sites Google SitesAverage 112 searches per searcher 88% 89% Microsoft Sites, 2% Conduit.com, 1%Total Searches in Brazil Ask Network, 1%4.1 billion searches All others, 4%5.9 billion search result pages986 million search visits © comScore, Inc. Proprietary and Confidential. 55 Brazilian Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, December 2010
    • Did You Know… Brazil is the 8th largest Internet audience in the UV world (15+, H&W) Mexico is 16th and Argentina Country (000) is 19th China 291,544 The Brazilian online audience (15+, H&W) surpassed the UK in October United States 180,920 Brazil’s online audience consumes more Japan 73,002 pages than Australia, Italy, and Taiwan Germany 49,336 combined Russian Federation 46,132 In terms of Total Minutes 58.2B, Brazil is 9th out of the 43 countries covered by comScore France 41,930 – This is approximately 5.7M weeks spent online India 41,580 Brazil consumes 3% of the world’s page views Brazil 39,966 – the US consumes 20%, China 12% United Kingdom 38,643 South Korea 30,205 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010 © comScore, Inc. Proprietary and Confidential. 56
    • Obrigado! For questions, please contact Brazil@comscore.com © comScore, Inc. Proprietary and Confidential. 57