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2013 Brazil Digital Future in Focus - English


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Comscore report 2013 Brazil Digital Future in Focus

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2013 Brazil Digital Future in Focus - English

  1. 1. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.March 2013Key Insights from 2012 and What They Mean for the Coming Year
  2. 2. © comScore, Inc. Proprietary. 2IntroductionExecutive SummaryMedia fragmentation is occurring at light speed intoday’s multi-platform environment, whichfeatures not only computers, but smartphones,tablets, gaming platforms and a seemingly ever-increasing number of emerging devices.Major media events in 2012, like the Olympics forexample, have shown us that consumers havebecome more platform agnostic in their digitalmedia consumption and happily switch devicesthroughout the day and into the night to stay up todate on email, news, social media etc.comScore has been preparing for a futurescenario where most people will consume contenton the go and PCs would no longer be the centreof the digital universe. This future is quicklybecoming a reality.The following report examines how the latesttrends in web usage, online video, mobile andsearch, social and shopping are currently shapingthe Brazil digital marketplace and what thatmeans for the coming year, as comScore helpsbring the digital future in focus.FOR FURTHER INFORMATION, PLEASE CONTACT:Ana Laura
  3. 3. © comScore, Inc. Proprietary. 3ContentSETTING THE SCENEGlobal Overview 4Latin American Online Landscape 82013 BRAZIL FUTURE IN FOCUSOnline Landscape in Brazil 13Digital Audience Behaviour 17Focus:Social 24Retail 28Online Video 32Search 39Multiple Device Usage 42Online Advertising in Brazil 46Conclusions 51Methodology & about comScore 55
  4. 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.GLOBAL OVERVIEW#FiFBrasil
  5. 5. © comScore, Inc. Proprietary. 5Distribution of Worldwide Internet AudienceAsia Pacific and Europe Leading the Online Universe9% MiddleEast - Africa8% Latin America35% of the Latin AmericanAudience is located in Brazil14% North America42% Asia Pacific27% EuropeSource: comScore Media Metrix, December 2012, Worldwide 15+
  6. 6. © comScore, Inc. Proprietary. 6Time Spent and Growth Across RegionsUsers in North America Spent Most Time Online42.826.922.718.9 18.2North America Europe Latin America Asia Pacific Middle East -AfricaHoursperVisitorGlobal Average: 24,7 Hours a MonthSource: comScore Media Metrix, December 2012, Worldwide 15+
  7. 7. © comScore, Inc. Proprietary.Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+)And Largest Market in Latin AmericacomScore Media Metrix, December 2012, 15+Russia and India have experienced amassive growth of 15% and 51%respectively last year343,784189,45773,59370,71761,34552,44845,80343,02139,35731,138ChinaUnited StatesJapanIndiaRussian FederationGermanyBrazilFranceUnited KingdomSouth KoreaTotal Internet Total Unique Visitors (000)
  8. 8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.LATIN AMERICA ONLINE LANDSCAPE#FiFBrasil
  9. 9. © comScore, Inc. Proprietary. 9Source: comScore Media Metrix, December 2012, Latin America 15+Online Audience Across Latin America35% of Latin America’s 131 Million Internet Users are in Brazil45,80324,11513,7949,7237,4575,5054,6921,468TotalUniqueVisitors(000)Total Latin America OnlineAudience reaches 131Million Visitors
  10. 10. © comScore, Inc. Proprietary. 10Source: comScore Media Metrix, December 2012, Latin America 15+Engagement Across Latin American AudiencesConsumers in Brazil spend 27 hours per month online on their PC27.025.124.323.422.719.818.116.215.9BrazilArgentinaPeruChileLatin AmericaMexicoColombiaVenezuelaPuerto RicoAverageHoursperVisitor
  11. 11. © comScore, Inc. Proprietary. 11Source: comScore Media Metrix, December 2012, Latin America 15+Under 35 Year Olds Accrue Over 60% of Time Spent in Latin AmericaComposition of Minutes By Age Group Varies Greatly, Brazil most 25+31.631.322.331.248.940.438.035.347.628.626.231.825.324.022.926.523.725.319.317.321.317.914.617.017.517.714.412.611.913.813.28.610.810.610.88.87.913.27.412. AmericaArgentinaBrazilChileColombiaMexicoPeruPuerto RicoVenezuelaPersons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+%ofTotalMinutes
  12. 12. © comScore, Inc. Proprietary. 12Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the WebThan the Average in Other Regions24.922.323.118.425.331.824.219.920.221.320.619.915.213.817.519.014.47.414.722.8WorldwideBrazilEuropeNorth AmericaPersons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+Source: comScore Media Metrix, December 2012, 15+%ofTotalMinutes
  13. 13. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.BRAZIL ONLINE LANDSCAPE#FiFBrasil
  14. 14. © comScore, Inc. Proprietary. 14Brazil Internet Consumption on the UpIn December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer98,906107,555GrowthOver1Year+9%Total Pages Viewed (MM)Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+
  15. 15. © comScore, Inc. Proprietary. 15Source: comScore Media Metrix, December 2012, Brazil 6+Profile: Brazil Online Audience12,4%18,0%30,0%20,4%12,7%6,5%6-14 15-24 25-34 35-44 45-54 55+49% 51%% Composition of Unique VisitorsAge:
  16. 16. © comScore, Inc. Proprietary. 16Source: comScore Media Metrix, December 2012, Brazil 6+Regional Internet Population Distribution and Average UsageBR Region: Northeast25,3 Hours OnlineBR Region: Southeast23,6 Hours OnlineBR Region: South26,4 Hours OnlineBR Region: Center-west24,4 Hours OnlineBR Region: North24,7 Hours Online4,7%13,4%54,9%18,2%8,8%% Of Online Population
  17. 17. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.DIGITAL AUDIENCE BEHAVIOUR#FiFBrasil
  18. 18. © comScore, Inc. Proprietary. 18Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+Social Media Captures Most PC Screen Time in BrazilTotal Time Spent on Social Media Saw 167% GrowthTotalMinutes(MM)The average Brazil internet user spent 9,3 hourson social media sites during December 201205,00010,00015,00020,00025,00030,00035,000Feb-2010Mar-2010Apr-2010May-2010Jun-2010Jul-2010Aug-2010Sep-2010Oct-2010Nov-2010Dec-2010Jan-2011Feb-2011Mar-2011Apr-2011May-2011Jun-2011Jul-2011Aug-2011Sep-2011Oct-2011Nov-2011Dec-2011Jan-2012Feb-2012Mar-2012Apr-2012May-2012Jun-2012Jul-2012Aug-2012Sep-2012Oct-2012Nov-2012Dec-2012News/Information Games Entertainment Services Social Media
  19. 19. © comScore, Inc. Proprietary. 19Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+Real Estate is One Of Fastest Growing Web Categories in Brazil+2%+4%+4%+5%+10%+11%+17%+18%+18%+20%YOYGrowthTotalUniqueVisitors(000)4,24121,88413,41318,15213,70638,51715,88042,23017,1164,8775,09025,93115,86121,15915,17642,54816,73244,03217,7664,997Real EstateEducationHealthLifestylesTelecommunicationsDirectories/ResourcesTravelRetailGovernmentBusiness to BusinessDec-2011Dec-2012
  20. 20. © comScore, Inc. Proprietary. 20Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+Politics Category Shows 189% Growth Reaching 3,9 Million Visitors inDecember1,3551,24513,4012,1831,0713,4153,9082,11020,8333,2051,5004,497PoliticsJewelry/Luxury Goods/AccessoriesBeauty/Fashion/StyleFinancial Information/AdviceHealth CareAirlinesTotalUniqueVisitors(000)YOYGrowth189%69%55%47%40%32%
  21. 21. © comScore, Inc. Proprietary. 21Source: comScore Media Metrix, December 2012, Brazil 6+Top Web Properties in Brazil47,89045,504 45,384 43,986 42,676 42,18138,587 37,44628,41019,10918,7248,88311,98717,90212,1898,6016,8274,821 3,4051,791Total Unique Visitors (000) Average Daily Visitors (000)
  22. 22. © comScore, Inc. Proprietary. 22Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+The Evolution of Some Key Content Categories in BrazilTotalUniqueVisitors(000)010,00020,00030,00040,00050,00060,000EntertainmentNews/InformationRetailHealth
  23. 23. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.FOCUS ON SOCIAL MEDIA AND RETAIL#FiFBrasil
  24. 24. © comScore, Inc. Proprietary. 24We are SocialAlways and Everywhere
  25. 25. © comScore, Inc. Proprietary. 25Source: comScore Media Metrix, December 2012, 15+Brazilians Highly Engaged With Social ContentAveraging Nearly 10 Hours in December on Social Networking Sites365.8579.0342.9328.30.0100.0200.0300.0400.0500.0600.0700.0Brazil World-WideAverage Minutes per Visitor onSocial Networking Sites
  26. 26. © comScore, Inc. Proprietary. 26Source: comScore Media Metrix, December 2012, Brazil 6+Facebook and Orkut Top Social Network RankingASK.FM on the riseMedian Age32,332,131,628,034,229,535,429,833,831,943,98612,3469,1688,4817,9426,1151,8271,6601,4111,254FACEBOOK.COMOrkutTWITTER.COMASK.FMLinkedinTUMBLR.COM*BADOO.COMDEVIANTART.COMVOSTU.COMMyspaceTotal Unique Visitors(000)
  27. 27. © comScore, Inc. Proprietary. 27Source: comScore Media Metrix, December 2012, Brazil 6+Share of Time Spent in Social Networks in Brazil92.8%2.1%1.6%1.0% 0.8%1.7%FacebookAsk.fmOrkutTumblr TwitterOther
  28. 28. © comScore, Inc. Proprietary. 28Source: comScore Media Metrix, December 2011- 2012, Brazil 6+Rise in Retail Audience in Brazil in 201234,00036,00038,00040,00042,00044,00046,000+ 4%Total Unique Visitors (000)Retail Category
  29. 29. © comScore, Inc. Proprietary. 29Online Visits in Brazil to Retail Websites Are Also Increasing6. Visits per VisitorRetail Category+11%Source: comScore Media Metrix, December 2012, Brazil 6+
  30. 30. © comScore, Inc. Proprietary. 30Source: comScore Media Metrix, December 2012, Brazil 6+Mercado Livre is the Leader Amongst Online Retailers in Brazil WithMore than 14 Million Visitors14,2948,1055,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340Total Unique Visitors (000)Top Retailers in Brazil
  31. 31. © comScore, Inc. Proprietary. 31Buscape Continues to Lead the Comparison Shopping Sites in BrazilSource: comScore Media Metrix, December 2012, Brazil 6+14,75910,9343,5391,6471,241 1,194616 428 375 349Total Unique Visitors (000)
  32. 32. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.ONLINE VIDEO#FiFBrasil
  33. 33. © comScore, Inc. Proprietary. 33Source: comScore Video Metrix, December 2012, Brazil 6+Videos Viewed Grew 18% in One Year in BrazilDec201218%Dec2011Total Unique Viewers (000)Total Unique Viewers (000)109.7129.3Videos Viewed per Viewer
  34. 34. © comScore, Inc. Proprietary. 34In Brazil Online Video is Growing Faster than Other Leading Markets0.050.0100.0150.0200.0250.0300.0U.S. U.K. Worldwide BrazilDec-2011 Dec-2012-1%+11%+3%+18%Source: comScore Video Metrix, December 2011 vs. December 2012, 15+Videos Viewed per Viewer
  35. 35. © comScore, Inc. Proprietary. 35Source: comScore Video Metrix, December 2012, Brazil 6+Google (YouTube) is Still King of Online Video in BrazilVideos per Viewer83,812,45,014,96,08,47,02,212,04,538,92217,66717,50414,8938,4237,7826,4636,2144,0713,692Google SitesVEVOFACEBOOK.COMGloboViacom DigitalAuditude, Inc.UOLYahoo! SitesTerra - TelefonicaR7 PortalUnique Viewers (000)
  36. 36. © comScore, Inc. Proprietary. 36Source: comScore Video Metrix, December 2012, Brazil 6+Who Uses YouTube to Boost Their Reach?17,33910,3059,2607,8086,6625,4353,7143,3052,8042,375VEVO @ YouTubeMaker Studios Inc. @ YouTubeFullScreen @ YouTubeWarner Music @ YouTubeMachinima @ YouTubeSom Livre @ YouTubeBroadbandTV @ YouTubeygent @ YouTubedeckdisc @ YouTubeband @ YouTubeTop YouTube Partner Channels by Unique Visitors (000)*YouTube Partner Reportingbased on online video contentviewing and does not includeclaimed user-generated content
  37. 37. © comScore, Inc. Proprietary. 37Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+Top Online Video Content PropertiesFacebook gains more than 400%408%318%172%136%86%34%1% -2% -7%Brazil Top Online Video ContentProperties by % Growth
  38. 38. © comScore, Inc. Proprietary. 38Facebook Gaining Space Among Main Video Players in Other Markets010,00020,00030,00040,00050,00060,00070,000Brazil U.S. U.K.Dec-2011Dec-2012408%39%64%Facebook % Change byUnique VisitorsSource: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+
  39. 39. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.SEARCH#FiFBrasil
  40. 40. © comScore, Inc. Proprietary. 40Source: comScore, qSearch, December 2012, Latin America 15+Argentina Leads The Way With Most Searches per Searcher in LatAmSearchers in Brazil searched 142 times on average during December165.3 161.8148.7 145.9 145.4 145.3 141.793.3SearchesperSearcher
  41. 41. © comScore, Inc. Proprietary. 41Source: comScore, qSearch, December 2012, Brazil 6+Brazilians Search on Facebook and MercadoLibreNot Just Search Engines129,64,611,84,44,48,63,33,05,92,8Searches perSearcher43,80219,26714,09513,52311,1678,5215,7915,2944,8113,803Google SitesFACEBOOK.COMMercadoLibreTerra - TelefonicaAsk NetworkMicrosoft SitesUOLBuscape CompanyYahoo! SitesGloboUnique Searchers (000)
  42. 42. © comScore, Inc. Proprietary. 42MULTIPLE DEVICE USAGE
  43. 43. © comScore, Inc. Proprietary. 43Source: comScore Device Essentials, December 2012, Brazil, 15+Device Share of Page ViewsMobiles and Tablets are Gaining on PC for Content Consumption98%95%1%3%1%2%0% 0%Dec - 11 Dec - 12OtherTabletMobilePC93%85%5%9%2%5%0% 0%Dec - 11 Dec - 12
  44. 44. © comScore, Inc. Proprietary. 44Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+Brazil Traffic Share Trend: Mobile Devices & Tablets Are SteadilyGrowing in Terms of Total Page Views80.0%82.0%84.0%86.0%88.0%90.0%92.0%94.0%96.0%98.0%100.0%PC Mobile Tablet Other
  45. 45. © comScore, Inc. Proprietary. 45News and Information Category Consumption by Mobile Devices isGrowing Even Faster80%82%84%86%88%90%92%94%96%98%100%OtherTabletMobilePCSource: comScore Device Essentials, December 2011 - 2012, Brazil, 15+% Traffic Share Trend for News/Information Category
  46. 46. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.ONLINE ADVERTISING#FiFBrasil
  47. 47. © comScore, Inc. Proprietary. 47789,991,006352,238,449274,068,465101,384,15989,108,00748,613,55033,609,58119,813,82118,213,54914,775,28314,613,043Total BrazilPortalsSocial MediaEntertainmentServicesNews/InformationSportsGamesLifestylesEntertainment -…BlogsSource: comScore Ad Metrix, 2012, Brazil 6+The Majority of the Display Ads Served in Brazil are on Portals andSocial Media SitesDisplay Ad Impressions inBrazil (000) during 2012
  48. 48. © comScore, Inc. Proprietary. 48Display Ads in Brazil Year 2012 by AdvertiserDafiti Was the Biggest Online Advertiser in 201225,203,91223,857,3759,274,2749,066,0218,559,6286,995,9286,778,4755,911,4635,520,4565,200,, Inc.Microsoft CorporationMRV Engenharia e Participações S.A.Telefonica GroupPank! Negocios OnlineAmerica Movil S.A.B de C.V.Google Inc.The Point LLCDisplay Ad Impressions inBrazil (000) during 2012Source: comScore Ad Metrix, 2012, Brazil 6+
  49. 49. © comScore, Inc. Proprietary. 49December 2012 Display Ad Impressions by Publisher (Top Ten)Display Ad Impressions inBrazil (000)December 2012Source: comScore Ad Metrix, December 2012, Brazil 6+29,884,6137,332,9337,237,9233,666,9633,642,5883,499,8071,810,5891,618,6121,130,348279,676FACEBOOK.COMUOLGloboGoogle SitesMicrosoft SitesTerra - TelefonicaYahoo! SitesR7 PortalIG PortalGrupo Abril
  50. 50. © comScore, Inc. Proprietary. 50Ad Impressions in Facebook Saw 173% Growth During the Past Year10,95129,88505,00010,00015,00020,00025,00030,00035,000 Facebook Display Ad Impressions inBrazil (MM)Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6++ 173%
  51. 51. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.CONCLUSION#FiFBrasil
  52. 52. © comScore, Inc. Proprietary. 52Key TakeawaysFacebook remains the leading social networkSocial Networks capture the largest percentage ofconsumers’ time in Brazil. Some of the engagementmetrics are impressive, especially when comparedwith other markets and the worldwide average.Online video continues to growThe online video consumption in Brazil grew 18percent in 2012. YouTube is still top video propertyfollowed by VEVO. Facebook clearly showing growthas a platform for hosting and delivering video.Brazil is the most engaged market inLatin AmericaConsumers in Brazil spend more than 27hours per month online on their PC,representing the highest of all 8 Latin-American markets analysed. Real Estateand Education were the fastest growingcategories.Media landscape is fragmentingPage views in Brazil are increasing to occuron a smartphone or tablet. The adoption ofinternet enabled devices is more and morecontributing to a more fragmented digitalmedia landscape.
  53. 53. © comScore, Inc. Proprietary. 532013: Putting the Future in FocusADAPTABLE ANALYTICS REQUIREDThis past year saw digital media’s continued risein prominence as part of peoples’ personal livesand in business environments. Consumers arequickly becoming platform agnostic in their digitalmedia consumption and in today’s world they canchoose when and how they’d like to consumecontent. It might be that they started watching afilm at home on their TV, continued watching it ontheir smartphone on the way to work, and finishedwatching it in bed at night on their tablet.It’s the pinnacle of convenience for consumers,but an utter headache from an audiencemeasurement and advertising analyticsstandpoint. comScore has adapted to thischanging digital world to become a trustedresource for understanding cross-platformconsumer behaviour and enabling multi-platformunification of all data.Consumers have already adopted multipleplatforms and devices – 2013 is the yearbusinesses need to follow if they desire a unified,platform-agnostic view of consumer behaviour.
  54. 54. © comScore, Inc. Proprietary.© comScore, Inc. DigitalFuture in Focus 2013#FiFBrasilKey Insights from 2012 and What They Mean for the Coming Requests:
  55. 55. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.METHODOLOGY#FiFBrasil
  56. 56. © comScore, Inc. Proprietary. 56Methodology and DefinitionsThis report utilises data from the comScore suite of products, includingcomScore Media Metrix Multi-Platform, comScore qSearch, comScore AdMetrix, comScore Video Metrix, and comScore Device EssentialscomScore Media MetrixThe comScore Media Metrix suite of syndicated products sets the standardfor digital audience measurement and media planning. Powered by UnifiedDigital Measurement™, the revolutionary measurement approach thatbridges panel-based and website server-based metrics to account for 100percent of a site’s audience, Media Metrix delivers the most accurate andcomprehensive suite of audience metrics, providing valuable demographicmeasures, such as age, gender, household income and household size.Media Metrix reports on more than 70,000 entities, with audiencemeasurement for 43 individual countries and 6 global regions, as well asworldwide totals.The comScore Media Metrix product suite includes individual productsutilised within this report including comScore Media Metrix Multi-Platform(Beta), comScore qSearch, comScore Ad Metrix and comScore VideoMetrix. Metrix
  57. 57. © comScore, Inc. Proprietary. 57*Please note that Device Essentials has undergone a methodological enhancement withDecember 2012 data to account for additional connected devices.Methodology and DefinitionscomScore Device Essentials*comScore Device Essentials provides insight into digital traffic share acrossall devices worldwide, offering detail into device characteristics, connectiontype, and category consumption. The product is based on the comScoreUnified Digital Measurement (UDM) approach, measuring browser-basedpage views coming from computers, mobile, and other connected devicesto more than one million domains tagging with comScore.For more information, please
  58. 58. © comScore, Inc. Proprietary. 58comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.A preferred source of digital audience measurement, comScore offers a variety of on-demand software and customservices within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics andMobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, UniversalMcCann, Verizon, ViaMichelin and Yahoo!.STAY COMSCORE