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2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
2012 Brazil Future in Focus
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2012 Brazil Future in Focus

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A indústria digital no Brasil em 2011 teve um ano de destaque inspirado por inovação e novas tecnologias, acompanhado pela rápida evolução dos hábitos de consumo. Nesse panorama de evolução contínua, …

A indústria digital no Brasil em 2011 teve um ano de destaque inspirado por inovação e novas tecnologias, acompanhado pela rápida evolução dos hábitos de consumo. Nesse panorama de evolução contínua, as estratégias digitais eficientes requerem não somente análise do ambiente atual, mas também tendências que moldam o futuro dos consumidores.

Participe do webinar para entender os princiais insights do mercado digital brasileiro para 2012 e como as tendências nas redes sociais, buscas, video online, publicidade digital, compras online e celulares / tablets estão definindo o mercado atual e o que essas tendências significam para este ano.

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  • 1. Key Insights from 2011 and What They Mean for the Coming Year 2012 Brazil Digital Future in Focus Alexander Banks March 2012 Managing Director, Brazil
  • 2. 2© comScore, Inc. Proprietary. NASDAQ SCOR Clients 1860+ worldwide Employees 900+ Headquarters Reston, VA Global Coverage 170+ countries under measurement; 44 markets reported Local Presence 32 locations in 23 countries comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence V1011
  • 3. 3© comScore, Inc. Proprietary. comScore’s Innovative Approach Revolutionizes Measurement 2 Million Person Panel 360°°°°View of Person Behavior CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties PANEL PERSON-Centric Panel with SITE-Census Measurement Web Visiting & Search Behavior Online Advertising Exposure Advertising Effectiveness Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL V1011
  • 4. 4© comScore, Inc. Proprietary. Comprehensive Suite of Products, Services and Capabilities in Brazil Online Audience Measurement & Rankings Online Advertising Rankings, Competitive Placement & Digital Creatives Custom Market Research & Strategic Briefings Web Analytics Media Planning & Analysis Audience Delivery/Exposure Verification & GRPs Creative, Concept & Website Pre-testing Brand Tracking/Awareness Surveys E-commerce & Online Payments Share Social Media & Video Measurement Insights on Mobile & Connected Devices Mobile Carrier Network Optimization & Customer Analytics ISP Market Share & Speed-testing V1011
  • 5. 5© comScore, Inc. Proprietary. THE GROWING AND SHIFTING DIGITAL LANDSCAPE IN BRAZIL AND AROUND THE WORLD
  • 6. 6© comScore, Inc. Proprietary. In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of online population. Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible. Early adoption of mobile web in addition to PC web will likely be popular in many of these high- growth areas. Asia Pacific Distribution of Worldwide Internet Audience 66% 13% 34% 87% 1996 2011 U.S. Internet Population vs. Rest of the World Rest of the World U.S. Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 Asia Pacific, 41.3% Europe, 26.4% North America, 14.6% Latin America, 9.0% Middle East - Africa, 8.8% The U.S. is No Longer the Center of the Online Universe
  • 7. 7© comScore, Inc. Proprietary. 595 381 210 129 126 534 361 203 112 111 Asia Pac Europe North America Latin America Middle east Africa Dec-11 Dec-10 Latin America Saw the Strongest Growth of All Global Regions Growth expected to continue as home broadband penetration increases in Asia and Latin America Growth in developing regions likely to also continue as people move from shared-access to home & work use Growth slow in North America European growth mostly driven by Russia +11% +3% +6% +16% +14% Worldwide Online Population (Millions) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 1,323 1,444 2010 Dec 2011 Dec +9%
  • 8. 8© comScore, Inc. Proprietary. Brazil Now Ranks as the 7th Largest Internet Audience (H&W, 15+) Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011 331,477 186,922 73,450 53,345 51,008 46,854 46,272 43,009 37,504 30,896 China United States Japan Russian Federation Germany India Brazil France United Kingdom South Korea Internet Users Age 15+ (MM) Online from Work or Home While US user growth has remained flat over the past year, China, Russia, India and Brazil have experienced impressive growth rates of 14%, 16%, 13% and 16%, respectively.
  • 9. 9© comScore, Inc. Proprietary. Among 10 Largest Online Markets, Brazil Ranks 5th in Engagement Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011 40.9 35.6 31.1 27.5 26.7 25.2 25.1 21.0 14.1 13.0 United States United Kingdom South Korea France Brazil Germany Russian Federation Japan China India Average Hours per Visitor among 10 Largest Online Markets
  • 10. 10© comScore, Inc. Proprietary. Percent Composition of Total Internet Visitors 25.9% 32.5% 26.0% 28.3% 21.9% 20.3% 14.4% 11.7% 11.8% 7.3% World Latin America Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Latin America’s Online Population Skews Young 1 in 3 Online Users Under the Age of 25 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 11. 11© comScore, Inc. Proprietary. Percent Composition of Total Internet Visitors 29.4% 28.2% 27.1% 40.2% 38.6% 27.5% 44.7% 29.3% 26.2% 31.9% 26.2% 25.6% 24.2% 31.8% 26.7% 26.2% 18.4% 21.1% 21.0% 20.0% 20.2% 21.9% 15.8% 21.7% 13.6% 11.4% 15.2% 10.2% 11.5% 11.9% 9.2% 14.0% 12.5% 7.4% 10.5% 4.0% 5.5% 7.0% 3.6% 8.8% Argentina Brasil Chile Colombia México Perú Venezuela Puerto Rico Users in Venezuela, Colombia and Brazil Among the Region’s Youngest Online Populations Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 12. 12© comScore, Inc. Proprietary. However, Brazil’s Online Population is “Less Young” Than in Past Years We are seeing a slight shift in the composition of the Brazilian online audience: proportionally more users in older age groups than previous years 45+ was 18% in December 2011 compared to 26% for the Worldwide online audience Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011 31% 29% 28% 34% 34% 32% 21% 21% 21% 9% 11% 11% 5% 5% 7% Dec-2009 Dec-2010 Dec-2011 Percent Composition of Brazil Visitors Age 15+ Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+
  • 13. 13© comScore, Inc. Proprietary. Regional Internet Population Distribution and Average Usage BR Region: Southeast 68% of Online Population Average 23.7 hours online BR Region: Northeast 11% of Online Population Average 26.3 hours online BR Region: South 13% of Online Population Average 25.9 hours online BR Region: Center-west 6% of Online Population Average 23.9 hours online BR Region: North 2% of Online Population Average 22.3 hours online BR Region: North 4.6% of Online Population Average 25.1 Hours Online BR Region: Northeast 13.0% of Online Population Average 25.6 Hours Online BR Region: Southeast 55.0% of Online Population Average 23.5 Hours Online BR Region: Center-west 8.4% of Online Population Average 24.9 Hours Online BR Region: South 18.9% of Online Population Average 26.8 Hours Online Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 14. 14© comScore, Inc. Proprietary. Compared to Worldwide and US Users, Brazilians Display a Strong Propensity for Search, e-mail, IM, Coupons and Job Search Selected Categories by % Reach of Visitors Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 99.9% 94.2% 97.8% 99.6% 94.2% 82.4% 70.7% 93.7% 89.4% 88.6% 82.3% 73.1% 63.7% 58.9% 99.3% 99.1% 97.5% 97.5% 87.7% 84.6% 95.9% Portals Search/Navigation Entertainment Social Networking Retail e-mail Blogs 93.2% 83.6% 74.3% 60.0% 18.8% 23.4% 10.1% 56.4% 55.6% 41.1% 36.0% 29.8% 16.0% 2.8% 55.8% 74.4% 71.2% 33.4% 70.7% 29.6% 11.5% Business/Finance General News Sports Travel Instant Messengers Coupons Job Search
  • 15. 15© comScore, Inc. Proprietary. Share of Time Spent Among Top Web Categories 0% 10% 20% 30% 40% 50% 60% 70% Dec-2010 Dec-2011 Portals -3.6 pts. Entertainment +0.4 pts Email -1.7 pts News/Info -0.3 pts Social Networking +2.2 pts. In the US, Social Networking Nearly Eclipsed Portals as the Most- Engaging Web Activity in 2011…Surpassing them in January 2012 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 16. 16© comScore, Inc. Proprietary. But in Brazil, Portals Still Claim a Strong Hold on the Market by Share of Online Minutes, Although Social Networking is Growing Rapidly 40.0% 39.2% 16.7% 23.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Dec-2010 Dec-2011 Share of Time Spent in Brazil Portals Social Networking Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location
  • 17. 17© comScore, Inc. Proprietary. SOCIAL MEDIA IS REDEFINING COMMUNICATION IN THE DIGITAL AND PHYSICAL WORLDS
  • 18. 18© comScore, Inc. Proprietary. 0 200 400 600 800 1,000 1,200 1,400 1,600 2007 2008 2009 2010 2011 +174% +88% Worldwide Total Unique Visitors (MM) Total Internet Social Networking Source: comScore Media Metrix, March 2007 - October 2011 The Rise of Social Networking Globally Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location
  • 19. 19© comScore, Inc. Proprietary. Brazilian Social Networkers Age 15-24 Average the Most Time, Users Age 55+ Show Greatest Increase in Hours Spent Networking 3.9 5.8 3.4 3.6 3.4 2.9 6.2 8.5 5.6 5.1 5.4 6.0 Total Audience Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Average Hours Spent Social Networking by Age Segment Dec-10 Dec-11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 vs. Dec-2010
  • 20. 20© comScore, Inc. Proprietary. 471.4 805.6 Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Jan-2012 Facebook overtakes Orkut in India Facebook overtakes Windows Live Profile in Mexico Facebook overtakes Hyves in the Netherlands Facebook overtakes Windows Live Profile in Portugal Facebook overtakes Yahoo! Wretch in Taiwan Facebook overtakes StudiVZ Sites in Germany Facebook overtakes Orkut in Brazil Facebook overtakes ZING Me in Vietnam Source: comScore Media Metrix, January 2010 - December 2011 Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Facebook Unseating Local Social Networks Across the Globe
  • 21. 21© comScore, Inc. Proprietary. Brazil Among the Fastest-Growing Markets for Facebook (15+, H&W) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 vs. Dec-2010
  • 22. 22© comScore, Inc. Proprietary. Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2010 to Dec 2011 +192% +5% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Dec-2010 Dec-2011 Facebook Orkut Visitors (000) to Facebook and Orkut in Brazil Facebook Surpassed Orkut’s Nation-wide Audience in Dec 2011
  • 23. 23© comScore, Inc. Proprietary. But the Change in Average Time Spent is Dramatic +667% -33% 0 50 100 150 200 250 300 Dec-2010 Dec-2011 Average Minutes per Visitor in Brazil Facebook.com Orkut In Dec. 2011, Brazil visitors to Facebook averaged 4.8 hours on the site compared to 6.3 hours for the global average. Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2010 to Dec 2011
  • 24. 24© comScore, Inc. Proprietary. Facebook Leads, but Tumblr & LinkedIn Also See Growth (6+, H&W) % Change vs. YA +192% +5% +13% +40% N/A +206% +79% -5% -58% +65% Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011 vs. Dec 2010 36,098 34,419 13,301 12,499 4,300 4,029 3,182 2,953 2,020 1,698 Facebook.com Orkut Windows Live Profile Twitter.com Google Plus Tumblr.com LinkedIn.com Badoo.com Formspring.me Slideshare.net Top Selected Social Networking Sites in Brazil Unique Visitors (000) Age 6+ Dec-2011
  • 25. 25© comScore, Inc. Proprietary. Google Plus Reached 88.6 Million Global Visitors in December, Brazil Ranked as the 4th Largest Market for the Site 20,184 6,473 4,188 4,187 3,760 3,511 3,507 3,292 2,457 United States India France Brazil Japan United Kingdom Germany Canada Turkey Unique Visitors (000) Age 15+ Dec-2011 Source: comScore Media Metrix, Visitors Age 6+ Home/Work,Dec 2011
  • 26. 26© comScore, Inc. Proprietary. Social Networking is Not the Only Social Activity on the Rise, The Blog Category Gained 17% in Visitation Worldwide in 2011 650,000 700,000 750,000 800,000 850,000 900,000 Dec-2010 Dec-2011 Visitors (000) to Blog Category Worldwide Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2010 to Dec 2011
  • 27. 27© comScore, Inc. Proprietary. Brazil Actually Leads the World in Blog Category Reach at 96%, Blog Category Audience in Brazil Grew 44% in the Past Year 95.9% 91.8% 89.2% 88.6% 84.3% 82.9% 82.8% 82.1% 81.0% 79.3% Brazil South Korea Turkey Peru Portugal Chile Argentina Japan Taiwan Spain Top 10 Global Markets for Blogs by Percent Reach of Unique Visitors Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011
  • 28. 28© comScore, Inc. Proprietary. ENTERTAINMENT CONTENT AND ONLINE VIDEO ATTRACTING GROWING AUDIENCE
  • 29. 29© comScore, Inc. Proprietary. 88.6% 96.7% 97.6% 97.5% 96.9% 96.3% 96.3% 94.5% 93.7% 90.7% World Latin America Argentina Brazil Peru Chile Mexico Colombia Venezuela Puerto Rico Percent Reach of Entertainment Category Entertainment Category Attracts Growing Online Audience in Brazil Source: comScore Media Metrix, Visitors Age 15+ Home/Work, +12% 40,000 42,000 44,000 46,000 48,000 50,000 52,000 Dec-2010 Dec-2011 Rise in Entertainment Category Visitation (000) in Brazil
  • 30. 30© comScore, Inc. Proprietary. Online Video Consumption in Brazil Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011 27.2BB Unique Viewers/Streamers Percent of 6+ Internet Audience Percent of Total Population Total Videos Total Hours of Video Videos per Viewer Hours per Viewer 42.9MM 29% 4.7B 109 10.6 83%
  • 31. 31© comScore, Inc. Proprietary. More than 4.7 Billion Videos Viewed in Brazil, +74% in Past Year, Fueled by 19% Growth in Viewers & 46% Growth in Videos per Viewer 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Dec-2010 Dec-2011 Online Videos Viewed in Brazil (000) Videos Viewed Grows +74% in Past Year Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2010 to Dec-2011
  • 32. 32© comScore, Inc. Proprietary. Top Video Properties in Brazil Google Sites Leads Fueled by YouTube Viewing 42,062 18,114 8,366 8,008 7,227 4,823 3,448 2,823 Google Sites VEVO Viacom Digital Globo Microsoft Sites UOL Facebook.com Videolog.tv Top Video Properties by Viewers (000) 67.4% 5.7% 1.4% 1.2% 1.1% 0.8% 0.7% 0.6% Google Sites VEVO Globo Viacom Digital Microsoft Sites POP Sites Livestrea.com Videobb.com Top Video Properties by Share of Videos Viewed Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
  • 33. 33© comScore, Inc. Proprietary. Facebook Becoming Key Video Viewing Property for Brazilians, Room for Growth in 2012 and Beyond Source: comScore Video Metrix, Viewers Home/Work, Oct-2011 348,314 66,310 17,517 Videos (000) Facebook Videos (000) Viewed Oct-2011 27.2% 26.1% 11.8% % Reach Web Pop Facebook Video Viewer Reach Oct-2011
  • 34. 34© comScore, Inc. Proprietary. Gender Difference is Wider When it Comes to Video Consumption 156 102 135 90 121 91 110 77 119 90 Males: 15-24 Females: 15-24 Males: 25-34 Females: 25-34 Males: 35-44 Females: 35-44 Males: 45-54 Females: 45-54 Males: 55+ Females: 55+ Average Videos per Viewer Brazil, Dec-2011 In all age segments, males consume more online videos on average than their female counterparts Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
  • 35. 35© comScore, Inc. Proprietary. SHOPPING AND PURCHASING ONLINE CONTINUES TO GROW DURING 2011
  • 36. 36© comScore, Inc. Proprietary. 73.1% 72.8% 87.7% 74.1% 69.6% 67.0% 65.5% 65.3% 63.1% 57.1% World Latin America Brazil Argentina Chile Peru Puerto Rico Mexico Venezuela Colombia Percent Reach of Retail Category Online Retail Ramps Up in Brazil, Peaking During Holiday Season Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 +35% 25,000 30,000 35,000 40,000 45,000 50,000 Dec-2010 Dec-2011 Rise in Retail Audience (000) in Brazil
  • 37. 37© comScore, Inc. Proprietary. Retail Shows Strong Reach in Brazil, but Below Average Engagement Compared to Other Markets 73.1% 94.2% 93.5% 87.7% Worldwide U.S. UK Brazil Percent Reach of Retail Category Dec-2011, Age 15+ 71.3 115.6 133.2 32.5 Worldwide U.S. UK Brazil Retail Average Minutes per Visitor Dec-2011, Age 15+ Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 38. 38© comScore, Inc. Proprietary. Searches in Brazil Peak in October and November Fueled by the Holiday Shopping Season 3,000 4,000 5,000 6,000 7,000 8,000 Dec-2010 Dec-2011 Searches(MM) 6.9 Billion Searches Performed in Brazil in Dec-2011, +37% vs. Year Ago Searches per Searcher: +17% to 155 searches in Dec. 2011 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
  • 39. 39© comScore, Inc. Proprietary. Google Sites Accounts for 9 of every 10 Searches in Brazil, MercadoLibre in 2nd Place Accounting for 2% of Searches 90.7% 2.0% 1.3% 1.2% 1.2% 3.6% Top Search Properties in Brazil by Share of Searches in Dec-2011 Google Sites MercadoLibre Terra - Telefonica Microsoft Sites Facebook.com All Other Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
  • 40. 40© comScore, Inc. Proprietary. DIGITAL ADVERTISING ENTERS ERA OF INCREASED ACCOUNTABILITY AS BRAND DOLLARS CONTINUE TO SHIFT ONLINE
  • 41. 41© comScore, Inc. Proprietary. In December 2011, 62.9 Billion Display Ad Impressions Were Delivered Online in Brazil, Reaching 50.8 Million Internet Users 2,462,945 1,514,762 895,231 845,326 574,311 537,591 518,416 498,012 484,853 484,138 Netshoes.com.br Dafiti.com.br Telefonica Group Microsoft Corporation Itaú Unibanco Holding S.A. NetMovies Entretenimento S.A. Hotel Urbano Serviços Digitais S.A. B2W Inc. OLX Inc. Netflix, Inc. Top 10 Online Display Advertisers in Brazil by Share of Display Ads Dec-2011 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 42. 42© comScore, Inc. Proprietary. 27.9% 17.4% 14.1% 12.2% 11.4% 10.3% 10.2% 4.3% 1.1% 0.5% 0.4% Facebook.com Globo UOL Terra - Telefonica Google Sites Microsoft Sites iG Sites Yahoo! Sites Record Grupo Abril Top 10 Online Display Ad Publishers in Brazil by Share of Display Ads Dec-2011 27.9% All Other, 72.1% In the U.S. Facebook Delivered 1 in Every 4 Display Ads in 2011 Facebook Delivers Nearly 1 of Every 5 Display Ads in Brazil Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 43. 43© comScore, Inc. Proprietary. Arguably the Most Important Digital Advertising Initiative To Date: “Making Measurement Make Sense” (3MS) Mission Reduce costs of doing business due to complexity of digital advertising ecosystem ‘Single Tag’ solution to reduce complexity Improve reporting of ad exposure Bolster confidence that ads delivered are actually visible
  • 44. 44© comScore, Inc. Proprietary. Validated impressions and Validated R/F Audience demographics Audience behavioral segments In-flight campaign alerts In-flight brand safety enforcement Together, these insights enable more accurate ROI measurement
  • 45. 45© comScore, Inc. Proprietary. vGRP US Charter Study (for more visit comscore.com/vGRP) 18 campaigns 2 billion impressions 400k sites Allstate http://www.comscore.com/Press_Events/Press_Releases/2012/1/comScore_Introduc es_Validated_Campaign_Essentials
  • 46. 46© comScore, Inc. Proprietary. OTHER ACTIVITIES ON THE RISE IN BRAZIL
  • 47. 47© comScore, Inc. Proprietary. News/Information Visitation on the Rise, Gains 39% in Past Year Average visitor spends 33 minutes consuming News/Information during the month, consuming an average of 37 pages of content (Dec-2011) Globo Noticias, UOL Noticias-Folha, Terra News, Yahoo! News and Estadao Rank as Top News Destinations +39% 25,000 30,000 35,000 40,000 45,000 50,000 Dec-2010 Dec-2011 News/Information Visitor (000) Growth Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 48. 48© comScore, Inc. Proprietary. Bahia and Paraná Online Users Over Index for News/Information Visitation and Page Views 0 50 100 150 São Paulo Rio de Janeiro Minas Gerais Paraná Rio Grande do Sul Santa Catarina Bahia Distrito Federal News/Info Category Index Across States Composition Index PV Composition Index UV Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011 Distrito Federal Online Users Average the Most Time on News/Info sites at 40.2 Minutes in Dec-2011
  • 49. 49© comScore, Inc. Proprietary. Brazilians Increasingly Going Online to Make Travel Arrangements Top-gaining travel categories in 2011 included: Hotels/Resorts (+57%), Online Travel Agents (+52%) and Travel Information (+36%) Travel Site Visitation Peaks in October, November and December Top Travel Sites: Viajanet, Decolar, Hotelurbano & TAM Linhas Aereas Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011 +42% 7,000 9,000 11,000 13,000 15,000 17,000 Dec-2010 Dec-2011 Travel Visitor (000) Growth
  • 50. 50© comScore, Inc. Proprietary. Banking Visitation Grows 19% in 2011 Nearly 1 in 3 Online Brazilians Now Bank Online Top Banking Sites: Caixa, Itau, Bradesco, Banco do Brasil & Santander More than one-third of the banking audience is age 25-34, but the fastest growing audience in 2011 was the 45+ segment Men account for 56% of time spent in Banking category, and SP+RJ account for more than 50% (compared to 44% of total time spent online overall) Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011 +19% 10,000 12,000 14,000 16,000 18,000 Dec-2010 Dec-2011 Banking Visitor (000) Growth
  • 51. 51© comScore, Inc. Proprietary. SMARTPHONES AND TABLETS FUEL THE RISE OF THE DIGITAL OMNIVORE
  • 52. 52© comScore, Inc. Proprietary. 11.5% 9.5% 8.2% 7.7% 7.1% 6.5% 5.2% 5.1% 2.8% 1.5% Singapore UK U.S. Australia Japan Canada Spain India France Brazil Non-Computer Traffic for Selected Markets Mobile Tablet Other Mobile & Tablet Devices Shifting How Users Connect Across the Globe Source: comScore Device Essentials, Dec-2011
  • 53. 53© comScore, Inc. Proprietary. 72.5% 54.9% 79.0% 52.0% 59.3% 65.5% 48.8% 60.4% 22.2% 42.2% 16.7% 41.6% 27.6% 25.9% 34.1% 32.3% 5.3% 2.8% 4.3% 6.4% 13.1% 8.6% 17.1% 7.3% Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Venezuela Share of Non-computer Internet Traffic Mobile Tablet Other Tablets Account for >42% of Non-Computer Web Traffic in Brazil Source: comScore Device Essentials, Dec-2011
  • 54. 54© comScore, Inc. Proprietary. iOS Leads Among Operating Systems on Non-computer Devices in Brazil – Particularly on Tablets, with 91% of Tablet Page Views Tablet, 42.2% Mobile, 54.9% Other, 2.8% 35.0% 31.4% 7.3% 26.3% Mobile Other Symbian Android iOS Source: comScore Device Essentials, Dec-2011 Brazil Device Share of Non-Computer Traffic, Dec-2011 90.6% 9.3% Tablet RIM Android iOS
  • 55. 55© comScore, Inc. Proprietary. Understanding How People Use Multiple Devices to Consume Content Throughout the Day is Quickly Gaining Importance in Digital Strategies
  • 56. 56© comScore, Inc. Proprietary. CONCLUSIONS
  • 57. 57© comScore, Inc. Proprietary. GROWTH UNDENIABLE Brazil is one of the fastest growing online audiences with more and more people coming online and the audience already showing very high levels of engagement. With the adoption of new technology and impressive use of social media, the market continues to represent a terrific opportunity for advertisers and agencies looking to reach and engage consumers across all kinds of socio-economic segments. MATURING MARKET With News/Information content already heavily used across the country, and categories like Travel, Banking and Retail showing strong growth, the future is bright for companies to leverage the digital platform more and more during 2012. 2012 SUMMER OLYMPICS With Entertainment, Online Video and Social Media all boasting very high reach in Brazil, events like the 2012 Summer Olympics could see a tremendous online audience and represent significant opportunities for both marketers and portals. ONLINE ADVERTISING Already boasting significant reach and engagement, the online advertising industry in Brazil continues to mature with large advertisers investing more and requiring better performance metrics in return. 1 3 4 Stories that Will Shape Digital in Brazil during 2012 2

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