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Future in Focus - Brasil - Mar'12

Brazil has seen strong growth in its digital landscape in recent years. It now ranks as the 7th largest internet audience globally and 5th highest for online engagement. While growth is slowing in North America, regions like Latin America, Asia, and Eastern Europe continue to experience double-digit growth as populations gain home broadband access. Brazil specifically has seen a 16% growth in its online population over the past year. Its online demographic also skews young, with over 30% of its internet users being between the ages of 15-24.

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2012 Brazil Digital Future in Focus Key Insights from 2011 and What They Mean for the Coming Year Alexander Banks March 2012 Managing Director, Brazil
comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 1860+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 44 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary. 2 V1011
comScore’s Innovative Approach Revolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with ° 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 3 V1011
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 © comScore, Inc. Proprietary. 4 V1011
THE GROWING AND SHIFTING DIGITAL LANDSCAPE IN BRAZIL AND AROUND THE WORLD © comScore, Inc. Proprietary. 5
The U.S. is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Middle East - Rest of the World 34% Latin Africa, America, 8.8% 9.0% Asia 87% North Pacific, America, 41.3% U.S. 14.6% 66% Asia Pacific Europe, 13% 26.4% 1996 2011 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. © comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
Latin America Saw the Strongest Growth of All Global Regions Growth expected to continue as home broadband Worldwide Online Population penetration increases in Asia and Latin America (Millions) Growth in developing regions likely to also continue +9% as people move from shared-access to home & 1,444 work use 1,323 Growth slow in North America European growth mostly driven by Russia 2010 Dec 2011 Dec +11% Dec-11 Dec-10 595 534 +6% 381 361 +3% +16% +14% 210 203 129 112 126 111 Asia Pac Europe North America Latin America Middle east Africa © comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
Brazil Now Ranks as the 7th Largest Internet Audience (H&W, 15+) Internet Users Age 15+ (MM) Online from Work or Home China 331,477 United States 186,922 Japan 73,450 Russian Federation 53,345 Germany 51,008 India 46,854 While US user growth has remained flat over the past year, China, Russia, India and Brazil Brazil 46,272 have experienced impressive growth rates France 43,009 of 14%, 16%, 13% and 16%, respectively. United Kingdom 37,504 South Korea 30,896 © comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
Among 10 Largest Online Markets, Brazil Ranks 5th in Engagement Average Hours per Visitor among 10 Largest Online Markets United States 40.9 United Kingdom 35.6 South Korea 31.1 France 27.5 Brazil 26.7 Germany 25.2 Russian Federation 25.1 Japan 21.0 China 14.1 India 13.0 © comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
Latin America’s Online Population Skews Young 1 in 3 Online Users Under the Age of 25 Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ World 25.9% 26.0% 21.9% 14.4% 11.8% Latin America 32.5% 28.3% 20.3% 11.7% 7.3% Percent Composition of Total Internet Visitors © comScore, Inc. Proprietary. 10 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
Users in Venezuela, Colombia and Brazil Among the Region’s Youngest Online Populations Argentina 29.4% 26.2% 18.4% 13.6% 12.5% Brasil 28.2% 31.9% 21.1% 11.4% 7.4% Chile 27.1% 26.2% 21.0% 15.2% 10.5% Colombia 40.2% 25.6% 20.0% 10.2% 4.0% México 38.6% 24.2% 20.2% 11.5% 5.5% Perú 27.5% 31.8% 21.9% 11.9% 7.0% Venezuela 44.7% 26.7% 15.8% 9.2% 3.6% Puerto Rico 29.3% 26.2% 21.7% 14.0% 8.8% Percent Composition of Total Internet Visitors © comScore, Inc. Proprietary. 11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
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 Percent Composition of Brazil Visitors Age 15+ Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Dec-2009 31% 34% 21% 9% 5% Dec-2010 29% 34% 21% 11% 5% Dec-2011 28% 32% 21% 11% 7% © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
Regional Internet Population Distribution and Average Usage BR Region: North 4.6% of Online Population BR Region: Northeast Average 25.1 Hours Online 13.0% of Online Population BR Region: North Average 25.6 Hours Online 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 8.4% of Online Population BR Region: Southeast Average 24.9 Hours Region: Center-west BR Online 55.0% of Online Population 6% of Online Population Average 23.5 Hours Online Average 23.9 hours online BR Region: Southeast BR Region: South 68% of Online Population 18.9% of Online Population BR Region: South Average 23.7 hours online Average 26.8 Hours Online 13% of Online Population Average 25.9 hours online © comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
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 99.9% Portals 93.7% 93.2% 99.3% Business/Finance 56.4% 55.8% 94.2% 83.6% Search/Navigation 89.4% General News 55.6% 99.1% 74.4% 97.8% 74.3% Entertainment 88.6% Sports 41.1% 97.5% 71.2% 99.6% 60.0% Social Networking 82.3% Travel 36.0% 97.5% 33.4% 94.2% 18.8% Retail 73.1% Instant Messengers 29.8% 87.7% 70.7% 82.4% 23.4% e-mail 63.7% Coupons 16.0% 84.6% 29.6% 70.7% 10.1% Blogs 58.9% Job Search 2.8% 95.9% 11.5% © comScore, Inc. Proprietary. 14 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
In the US, Social Networking Nearly Eclipsed Portals as the Most- Engaging Web Activity in 2011…Surpassing them in January 2012 70% 60% News/Info -0.3 pts 50% Email -1.7 pts 40% Entertainment +0.4 pts 30% Social Networking +2.2 pts. 20% 10% Portals -3.6 pts. 0% Dec-2010 Dec-2011 Share of Time Spent Among Top Web Categories © comScore, Inc. Proprietary. 15 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
But in Brazil, Portals Still Claim a Strong Hold on the Market by Share of Online Minutes, Although Social Networking is Growing Rapidly Share of Time Spent in Brazil Portals Social Networking 50% 45% 40.0% 40% 39.2% 35% 30% 25% 23.0% 20% 15% 16.7% 10% 5% 0% Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location
SOCIAL MEDIA IS REDEFINING COMMUNICATION IN THE DIGITAL AND PHYSICAL WORLDS © comScore, Inc. Proprietary. 17
The Rise of Social Networking Globally Worldwide Total Unique Visitors (MM) 1,600 +88% 1,400 Total Internet 1,200 +174% 1,000 Social Networking 800 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location
Brazilian Social Networkers Age 15-24 Average the Most Time, Users Age 55+ Show Greatest Increase in Hours Spent Networking Average Hours Spent Social Networking by Age Segment Dec-10 Dec-11 8.5 6.2 6.0 5.8 5.6 5.4 5.1 3.9 3.6 3.4 3.4 2.9 Total Audience Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, © comScore, Inc. Proprietary. 19 Dec-2011 vs. Dec-2010
Facebook Unseating Local Social Networks Across the Globe Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Jan-2012 Facebook overtakes Orkut in Brazil 805.6 Facebook Facebook overtakes overtakes StudiVZ Windows Live Sites in Germany Profile in Portugal Facebook 471.4 Facebook overtakes Hyves overtakes ZING Me in Facebook overtakes in the Vietnam Yahoo! Wretch in Netherlands Taiwan Facebook overtakes Orkut in India Facebook overtakes Windows Live Profile in Mexico Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScore Media Metrix, January 2010 - December 2011 © comScore, Inc. Proprietary. 20
Brazil Among the Fastest-Growing Markets for Facebook (15+, H&W) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, © comScore, Inc. Proprietary. 21 Dec-2011 vs. Dec-2010
Facebook Surpassed Orkut’s Nation-wide Audience in Dec 2011 Visitors (000) to Facebook and Orkut in Brazil Facebook Orkut 40,000 +192% 35,000 +5% 30,000 25,000 20,000 15,000 10,000 5,000 0 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 22 Dec 2010 to Dec 2011
But the Change in Average Time Spent is Dramatic Average Minutes per Visitor in Brazil Facebook.com Orkut 300 +667% 250 200 -33% 150 In Dec. 2011, Brazil visitors to 100 Facebook averaged 4.8 hours on the site compared to 50 6.3 hours for the global average. 0 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 23 Dec 2010 to Dec 2011
Facebook Leads, but Tumblr & LinkedIn Also See Growth (6+, H&W) Top Selected Social Networking Sites in Brazil % Change Unique Visitors (000) Age 6+ vs. YA Dec-2011 +192% Facebook.com 36,098 +5% Orkut 34,419 +13% Windows Live Profile 13,301 +40% Twitter.com 12,499 N/A Google Plus 4,300 Tumblr.com +206% 4,029 LinkedIn.com 3,182 +79% Badoo.com 2,953 -5% Formspring.me 2,020 -58% Slideshare.net 1,698 +65% Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 24 Dec 2011 vs. Dec 2010
Google Plus Reached 88.6 Million Global Visitors in December, Brazil Ranked as the 4th Largest Market for the Site Unique Visitors (000) Age 15+ Dec-2011 United States 20,184 India 6,473 France 4,188 Brazil 4,187 Japan 3,760 United Kingdom 3,511 Germany 3,507 Canada 3,292 Turkey 2,457 Source: comScore Media Metrix, Visitors Age 6+ Home/Work, Dec 2011 © comScore, Inc. Proprietary. 25
Social Networking is Not the Only Social Activity on the Rise, The Blog Category Gained 17% in Visitation Worldwide in 2011 Visitors (000) to Blog Category Worldwide 900,000 850,000 800,000 750,000 700,000 650,000 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 26 Dec 2010 to Dec 2011
Brazil Actually Leads the World in Blog Category Reach at 96%, Blog Category Audience in Brazil Grew 44% in the Past Year Top 10 Global Markets for Blogs by Percent Reach of Unique Visitors Dec-2011 95.9% 91.8% 89.2% 88.6% 84.3% 82.9% 82.8% 82.1% 81.0% 79.3% Brazil South Turkey Peru Portugal Chile Argentina Japan Taiwan Spain Korea Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011 © comScore, Inc. Proprietary. 27
ENTERTAINMENT CONTENT AND ONLINE VIDEO ATTRACTING GROWING AUDIENCE © comScore, Inc. Proprietary. 28
Entertainment Category Attracts Growing Online Audience in Brazil Percent Reach of Entertainment Category Rise in Entertainment Category World 88.6% Visitation (000) in Brazil 52,000 Latin America 96.7% +12% 50,000 Argentina 97.6% Brazil 97.5% 48,000 Peru 96.9% 46,000 Chile 96.3% 44,000 Mexico 96.3% 42,000 Colombia 94.5% Venezuela 93.7% 40,000 Dec-2010 Dec-2011 Puerto Rico 90.7% © comScore, Inc. Proprietary. 29 Source: comScore Media Metrix, Visitors Age 15+ Home/Work,
Online Video Consumption in Brazil 42.9 MM Unique Viewers/Streamers 83 % Percent of 6+ Internet Audience 29 % Percent of Total Population 4.7 B Total Videos 27.2 BB Total Hours of Video 109 Videos per Viewer 10.6 Hours per Viewer © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
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 Online Videos Viewed in Brazil (000) 6,000,000 5,000,000 4,000,000 3,000,000 Videos Viewed 2,000,000 Grows +74% in Past Year 1,000,000 0 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2010 to Dec-2011
Top Video Properties in Brazil Google Sites Leads Fueled by YouTube Viewing Top Video Properties by Viewers Top Video Properties by Share of (000) Videos Viewed Google Sites 42,062 Google Sites 67.4% VEVO 18,114 VEVO 5.7% Viacom Digital 8,366 Globo 1.4% Globo 8,008 Viacom Digital 1.2% Microsoft Sites 7,227 Microsoft Sites 1.1% UOL 4,823 POP Sites 0.8% Facebook.com 3,448 Livestrea.com 0.7% Videolog.tv 2,823 Videobb.com 0.6% © comScore, Inc. Proprietary. 32 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
Facebook Becoming Key Video Viewing Property for Brazilians, Room for Growth in 2012 and Beyond Facebook Videos (000) Viewed Facebook Video Viewer Reach Oct-2011 Oct-2011 27.2% 348,314 26.1% 11.8% 66,310 17,517 Videos (000) % Reach Web Pop © comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, Viewers Home/Work, Oct-2011
Gender Difference is Wider When it Comes to Video Consumption In all age segments, males consume more online videos on average than their female counterparts Average Videos per Viewer Brazil, Dec-2011 Males: 15-24 156 Females: 15-24 102 Males: 25-34 135 Females: 25-34 90 Males: 35-44 121 Females: 35-44 91 Males: 45-54 110 Females: 45-54 77 Males: 55+ 119 Females: 55+ 90 © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
SHOPPING AND PURCHASING ONLINE CONTINUES TO GROW DURING 2011 © comScore, Inc. Proprietary. 35
Online Retail Ramps Up in Brazil, Peaking During Holiday Season Percent Reach of Retail Category Rise in Retail Audience (000) World 73.1% in Brazil 50,000 Latin America 72.8% Brazil 87.7% 45,000 +35% Argentina 74.1% 40,000 Chile 69.6% 35,000 Peru 67.0% 30,000 Puerto Rico 65.5% Mexico 65.3% 25,000 Dec-2010 Dec-2011 Venezuela 63.1% Colombia 57.1% © comScore, Inc. Proprietary. 36 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
Retail Shows Strong Reach in Brazil, but Below Average Engagement Compared to Other Markets Percent Reach of Retail Category Retail Average Minutes per Visitor Dec-2011, Age 15+ Dec-2011, Age 15+ 133.2 94.2% 93.5% 87.7% 115.6 73.1% 71.3 32.5 Worldwide U.S. UK Brazil Worldwide U.S. UK Brazil © comScore, Inc. Proprietary. 37 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
Searches in Brazil Peak in October and November Fueled by the Holiday Shopping Season 6.9 Billion Searches Performed in Brazil in Dec-2011, +37% vs. Year Ago 8,000 7,000 Searches (MM) 6,000 Searches per Searcher: +17% to 155 searches in Dec. 2011 5,000 4,000 3,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 38 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
Google Sites Accounts for 9 of every 10 Searches in Brazil, MercadoLibre in 2nd Place Accounting for 2% of Searches Top Search Properties in Brazil by Share of Searches in Dec-2011 1.3% 1.2% 1.2% 2.0% 3.6% Google Sites MercadoLibre Terra - Telefonica Microsoft Sites Facebook.com All Other 90.7% © comScore, Inc. Proprietary. 39 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
DIGITAL ADVERTISING ENTERS ERA OF INCREASED ACCOUNTABILITY AS BRAND DOLLARS CONTINUE TO SHIFT ONLINE © comScore, Inc. Proprietary. 40
In December 2011, 62.9 Billion Display Ad Impressions Were Delivered Online in Brazil, Reaching 50.8 Million Internet Users Top 10 Online Display Advertisers in Brazil by Share of Display Ads Dec-2011 Netshoes.com.br 2,462,945 Dafiti.com.br 1,514,762 Telefonica Group 895,231 Microsoft Corporation 845,326 Itaú Unibanco Holding S.A. 574,311 NetMovies Entretenimento S.A. 537,591 Hotel Urbano Serviços Digitais S.A. 518,416 B2W Inc. 498,012 OLX Inc. 484,853 Netflix, Inc. 484,138 © comScore, Inc. Proprietary. 41 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
Facebook Delivers Nearly 1 of Every 5 Display Ads in Brazil Top 10 Online Display Ad Publishers in Brazil by Share of Display Ads In the U.S. Facebook Dec-2011 Delivered 1 in Every 4 Facebook.com 17.4% Display Ads in 2011 Globo 14.1% UOL 12.2% Terra - Telefonica 11.4% Google Sites 10.3% 27.9% 27.9% Microsoft Sites 10.2% All Other, iG Sites 4.3% 72.1% Yahoo! Sites 1.1% Record 0.5% Grupo Abril 0.4% © comScore, Inc. Proprietary. 42 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
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 © comScore, Inc. Proprietary. 43
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 © comScore, Inc. Proprietary. 44
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 © comScore, Inc. Proprietary. 45
OTHER ACTIVITIES ON THE RISE IN BRAZIL © comScore, Inc. Proprietary. 46
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 News/Information Visitor (000) Growth 50,000 +39% 45,000 40,000 35,000 30,000 25,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 47 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
Bahia and Paraná Online Users Over Index for News/Information Visitation and Page Views News/Info Category Index Across States Composition Index PV Composition Index UV Distrito Federal Distrito Federal Online Bahia Users Average the Most Time on Santa Catarina News/Info sites at Rio Grande do Sul 40.2 Minutes in Dec-2011 Paraná Minas Gerais Rio de Janeiro São Paulo 0 50 100 150 © comScore, Inc. Proprietary. 48 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
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 Travel Visitor (000) Growth 17,000 +42% 15,000 13,000 11,000 9,000 7,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 49 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
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) 18,000 Banking Visitor (000) Growth +19% 16,000 14,000 12,000 10,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 50 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
SMARTPHONES AND TABLETS FUEL THE RISE OF THE DIGITAL OMNIVORE © comScore, Inc. Proprietary. 51
Mobile & Tablet Devices Shifting How Users Connect Across the Globe Non-Computer Traffic for Selected Markets Mobile Tablet Other Singapore 11.5% UK 9.5% U.S. 8.2% Australia 7.7% Japan 7.1% Canada 6.5% Spain 5.2% India 5.1% France 2.8% Brazil 1.5% © comScore, Inc. Proprietary. 52 Source: comScore Device Essentials, Dec-2011
Tablets Account for >42% of Non-Computer Web Traffic in Brazil Share of Non-computer Internet Traffic Mobile Tablet Other 5.3% 2.8% 4.3% 6.4% 8.6% 7.3% 13.1% 17.1% 16.7% 22.2% 42.2% 25.9% 32.3% 41.6% 27.6% 34.1% 79.0% 72.5% 65.5% 60.4% 54.9% 59.3% 52.0% 48.8% Argentina Brazil Chile Colombia Mexico Peru Puerto Venezuela Rico © comScore, Inc. Proprietary. 53 Source: comScore Device Essentials, Dec-2011
iOS Leads Among Operating Systems on Non-computer Devices in Brazil – Particularly on Tablets, with 91% of Tablet Page Views Brazil Device Share of Non-Computer Traffic, Dec-2011 Other, 2.8% 9.3% 26.3% Other Tablet, 7.3% 42.2% RIM Symbian 90.6% 31.4% Android Android Mobile, 54.9% iOS iOS 35.0% Mobile Tablet © comScore, Inc. Proprietary. 54 Source: comScore Device Essentials, Dec-2011
Understanding How People Use Multiple Devices to Consume Content Throughout the Day is Quickly Gaining Importance in Digital Strategies © comScore, Inc. Proprietary. 55
CONCLUSIONS © comScore, Inc. Proprietary. 56
Stories that Will Shape Digital in Brazil during 2012 1 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. 2 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. 3 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. 4 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. © comScore, Inc. Proprietary. 57

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Future in Focus - Brasil - Mar'12

  • 1.
    2012 Brazil DigitalFuture in Focus Key Insights from 2011 and What They Mean for the Coming Year Alexander Banks March 2012 Managing Director, Brazil
  • 2.
    comScore is aGlobal Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 1860+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 44 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary. 2 V1011
  • 3.
    comScore’s Innovative ApproachRevolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with ° 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 3 V1011
  • 4.
    Comprehensive Suite ofProducts, 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 © comScore, Inc. Proprietary. 4 V1011
  • 5.
    THE GROWING ANDSHIFTING DIGITAL LANDSCAPE IN BRAZIL AND AROUND THE WORLD © comScore, Inc. Proprietary. 5
  • 6.
    The U.S. isNo Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Middle East - Rest of the World 34% Latin Africa, America, 8.8% 9.0% Asia 87% North Pacific, America, 41.3% U.S. 14.6% 66% Asia Pacific Europe, 13% 26.4% 1996 2011 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. © comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 7.
    Latin America Sawthe Strongest Growth of All Global Regions Growth expected to continue as home broadband Worldwide Online Population penetration increases in Asia and Latin America (Millions) Growth in developing regions likely to also continue +9% as people move from shared-access to home & 1,444 work use 1,323 Growth slow in North America European growth mostly driven by Russia 2010 Dec 2011 Dec +11% Dec-11 Dec-10 595 534 +6% 381 361 +3% +16% +14% 210 203 129 112 126 111 Asia Pac Europe North America Latin America Middle east Africa © comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 8.
    Brazil Now Ranksas the 7th Largest Internet Audience (H&W, 15+) Internet Users Age 15+ (MM) Online from Work or Home China 331,477 United States 186,922 Japan 73,450 Russian Federation 53,345 Germany 51,008 India 46,854 While US user growth has remained flat over the past year, China, Russia, India and Brazil Brazil 46,272 have experienced impressive growth rates France 43,009 of 14%, 16%, 13% and 16%, respectively. United Kingdom 37,504 South Korea 30,896 © comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 9.
    Among 10 LargestOnline Markets, Brazil Ranks 5th in Engagement Average Hours per Visitor among 10 Largest Online Markets United States 40.9 United Kingdom 35.6 South Korea 31.1 France 27.5 Brazil 26.7 Germany 25.2 Russian Federation 25.1 Japan 21.0 China 14.1 India 13.0 © comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 10.
    Latin America’s OnlinePopulation Skews Young 1 in 3 Online Users Under the Age of 25 Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ World 25.9% 26.0% 21.9% 14.4% 11.8% Latin America 32.5% 28.3% 20.3% 11.7% 7.3% Percent Composition of Total Internet Visitors © comScore, Inc. Proprietary. 10 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 11.
    Users in Venezuela,Colombia and Brazil Among the Region’s Youngest Online Populations Argentina 29.4% 26.2% 18.4% 13.6% 12.5% Brasil 28.2% 31.9% 21.1% 11.4% 7.4% Chile 27.1% 26.2% 21.0% 15.2% 10.5% Colombia 40.2% 25.6% 20.0% 10.2% 4.0% México 38.6% 24.2% 20.2% 11.5% 5.5% Perú 27.5% 31.8% 21.9% 11.9% 7.0% Venezuela 44.7% 26.7% 15.8% 9.2% 3.6% Puerto Rico 29.3% 26.2% 21.7% 14.0% 8.8% Percent Composition of Total Internet Visitors © comScore, Inc. Proprietary. 11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 12.
    However, Brazil’s OnlinePopulation 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 Percent Composition of Brazil Visitors Age 15+ Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Dec-2009 31% 34% 21% 9% 5% Dec-2010 29% 34% 21% 11% 5% Dec-2011 28% 32% 21% 11% 7% © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011
  • 13.
    Regional Internet PopulationDistribution and Average Usage BR Region: North 4.6% of Online Population BR Region: Northeast Average 25.1 Hours Online 13.0% of Online Population BR Region: North Average 25.6 Hours Online 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 8.4% of Online Population BR Region: Southeast Average 24.9 Hours Region: Center-west BR Online 55.0% of Online Population 6% of Online Population Average 23.5 Hours Online Average 23.9 hours online BR Region: Southeast BR Region: South 68% of Online Population 18.9% of Online Population BR Region: South Average 23.7 hours online Average 26.8 Hours Online 13% of Online Population Average 25.9 hours online © comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 14.
    Compared to Worldwideand US Users, Brazilians Display a Strong Propensity for Search, e-mail, IM, Coupons and Job Search Selected Categories by % Reach of Visitors 99.9% Portals 93.7% 93.2% 99.3% Business/Finance 56.4% 55.8% 94.2% 83.6% Search/Navigation 89.4% General News 55.6% 99.1% 74.4% 97.8% 74.3% Entertainment 88.6% Sports 41.1% 97.5% 71.2% 99.6% 60.0% Social Networking 82.3% Travel 36.0% 97.5% 33.4% 94.2% 18.8% Retail 73.1% Instant Messengers 29.8% 87.7% 70.7% 82.4% 23.4% e-mail 63.7% Coupons 16.0% 84.6% 29.6% 70.7% 10.1% Blogs 58.9% Job Search 2.8% 95.9% 11.5% © comScore, Inc. Proprietary. 14 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 15.
    In the US,Social Networking Nearly Eclipsed Portals as the Most- Engaging Web Activity in 2011…Surpassing them in January 2012 70% 60% News/Info -0.3 pts 50% Email -1.7 pts 40% Entertainment +0.4 pts 30% Social Networking +2.2 pts. 20% 10% Portals -3.6 pts. 0% Dec-2010 Dec-2011 Share of Time Spent Among Top Web Categories © comScore, Inc. Proprietary. 15 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 16.
    But in Brazil,Portals Still Claim a Strong Hold on the Market by Share of Online Minutes, Although Social Networking is Growing Rapidly Share of Time Spent in Brazil Portals Social Networking 50% 45% 40.0% 40% 39.2% 35% 30% 25% 23.0% 20% 15% 16.7% 10% 5% 0% Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location
  • 17.
    SOCIAL MEDIA ISREDEFINING COMMUNICATION IN THE DIGITAL AND PHYSICAL WORLDS © comScore, Inc. Proprietary. 17
  • 18.
    The Rise ofSocial Networking Globally Worldwide Total Unique Visitors (MM) 1,600 +88% 1,400 Total Internet 1,200 +174% 1,000 Social Networking 800 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location
  • 19.
    Brazilian Social NetworkersAge 15-24 Average the Most Time, Users Age 55+ Show Greatest Increase in Hours Spent Networking Average Hours Spent Social Networking by Age Segment Dec-10 Dec-11 8.5 6.2 6.0 5.8 5.6 5.4 5.1 3.9 3.6 3.4 3.4 2.9 Total Audience Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, © comScore, Inc. Proprietary. 19 Dec-2011 vs. Dec-2010
  • 20.
    Facebook Unseating LocalSocial Networks Across the Globe Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Jan-2012 Facebook overtakes Orkut in Brazil 805.6 Facebook Facebook overtakes overtakes StudiVZ Windows Live Sites in Germany Profile in Portugal Facebook 471.4 Facebook overtakes Hyves overtakes ZING Me in Facebook overtakes in the Vietnam Yahoo! Wretch in Netherlands Taiwan Facebook overtakes Orkut in India Facebook overtakes Windows Live Profile in Mexico Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScore Media Metrix, January 2010 - December 2011 © comScore, Inc. Proprietary. 20
  • 21.
    Brazil Among theFastest-Growing Markets for Facebook (15+, H&W) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, © comScore, Inc. Proprietary. 21 Dec-2011 vs. Dec-2010
  • 22.
    Facebook Surpassed Orkut’sNation-wide Audience in Dec 2011 Visitors (000) to Facebook and Orkut in Brazil Facebook Orkut 40,000 +192% 35,000 +5% 30,000 25,000 20,000 15,000 10,000 5,000 0 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 22 Dec 2010 to Dec 2011
  • 23.
    But the Changein Average Time Spent is Dramatic Average Minutes per Visitor in Brazil Facebook.com Orkut 300 +667% 250 200 -33% 150 In Dec. 2011, Brazil visitors to 100 Facebook averaged 4.8 hours on the site compared to 50 6.3 hours for the global average. 0 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 23 Dec 2010 to Dec 2011
  • 24.
    Facebook Leads, butTumblr & LinkedIn Also See Growth (6+, H&W) Top Selected Social Networking Sites in Brazil % Change Unique Visitors (000) Age 6+ vs. YA Dec-2011 +192% Facebook.com 36,098 +5% Orkut 34,419 +13% Windows Live Profile 13,301 +40% Twitter.com 12,499 N/A Google Plus 4,300 Tumblr.com +206% 4,029 LinkedIn.com 3,182 +79% Badoo.com 2,953 -5% Formspring.me 2,020 -58% Slideshare.net 1,698 +65% Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 24 Dec 2011 vs. Dec 2010
  • 25.
    Google Plus Reached88.6 Million Global Visitors in December, Brazil Ranked as the 4th Largest Market for the Site Unique Visitors (000) Age 15+ Dec-2011 United States 20,184 India 6,473 France 4,188 Brazil 4,187 Japan 3,760 United Kingdom 3,511 Germany 3,507 Canada 3,292 Turkey 2,457 Source: comScore Media Metrix, Visitors Age 6+ Home/Work, Dec 2011 © comScore, Inc. Proprietary. 25
  • 26.
    Social Networking isNot the Only Social Activity on the Rise, The Blog Category Gained 17% in Visitation Worldwide in 2011 Visitors (000) to Blog Category Worldwide 900,000 850,000 800,000 750,000 700,000 650,000 Dec-2010 Dec-2011 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, © comScore, Inc. Proprietary. 26 Dec 2010 to Dec 2011
  • 27.
    Brazil Actually Leadsthe World in Blog Category Reach at 96%, Blog Category Audience in Brazil Grew 44% in the Past Year Top 10 Global Markets for Blogs by Percent Reach of Unique Visitors Dec-2011 95.9% 91.8% 89.2% 88.6% 84.3% 82.9% 82.8% 82.1% 81.0% 79.3% Brazil South Turkey Peru Portugal Chile Argentina Japan Taiwan Spain Korea Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011 © comScore, Inc. Proprietary. 27
  • 28.
    ENTERTAINMENT CONTENT ANDONLINE VIDEO ATTRACTING GROWING AUDIENCE © comScore, Inc. Proprietary. 28
  • 29.
    Entertainment Category AttractsGrowing Online Audience in Brazil Percent Reach of Entertainment Category Rise in Entertainment Category World 88.6% Visitation (000) in Brazil 52,000 Latin America 96.7% +12% 50,000 Argentina 97.6% Brazil 97.5% 48,000 Peru 96.9% 46,000 Chile 96.3% 44,000 Mexico 96.3% 42,000 Colombia 94.5% Venezuela 93.7% 40,000 Dec-2010 Dec-2011 Puerto Rico 90.7% © comScore, Inc. Proprietary. 29 Source: comScore Media Metrix, Visitors Age 15+ Home/Work,
  • 30.
    Online Video Consumptionin Brazil 42.9 MM Unique Viewers/Streamers 83 % Percent of 6+ Internet Audience 29 % Percent of Total Population 4.7 B Total Videos 27.2 BB Total Hours of Video 109 Videos per Viewer 10.6 Hours per Viewer © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
  • 31.
    More than 4.7Billion Videos Viewed in Brazil, +74% in Past Year, Fueled by 19% Growth in Viewers & 46% Growth in Videos per Viewer Online Videos Viewed in Brazil (000) 6,000,000 5,000,000 4,000,000 3,000,000 Videos Viewed 2,000,000 Grows +74% in Past Year 1,000,000 0 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2010 to Dec-2011
  • 32.
    Top Video Propertiesin Brazil Google Sites Leads Fueled by YouTube Viewing Top Video Properties by Viewers Top Video Properties by Share of (000) Videos Viewed Google Sites 42,062 Google Sites 67.4% VEVO 18,114 VEVO 5.7% Viacom Digital 8,366 Globo 1.4% Globo 8,008 Viacom Digital 1.2% Microsoft Sites 7,227 Microsoft Sites 1.1% UOL 4,823 POP Sites 0.8% Facebook.com 3,448 Livestrea.com 0.7% Videolog.tv 2,823 Videobb.com 0.6% © comScore, Inc. Proprietary. 32 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
  • 33.
    Facebook Becoming KeyVideo Viewing Property for Brazilians, Room for Growth in 2012 and Beyond Facebook Videos (000) Viewed Facebook Video Viewer Reach Oct-2011 Oct-2011 27.2% 348,314 26.1% 11.8% 66,310 17,517 Videos (000) % Reach Web Pop © comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, Viewers Home/Work, Oct-2011
  • 34.
    Gender Difference isWider When it Comes to Video Consumption In all age segments, males consume more online videos on average than their female counterparts Average Videos per Viewer Brazil, Dec-2011 Males: 15-24 156 Females: 15-24 102 Males: 25-34 135 Females: 25-34 90 Males: 35-44 121 Females: 35-44 91 Males: 45-54 110 Females: 45-54 77 Males: 55+ 119 Females: 55+ 90 © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011
  • 35.
    SHOPPING AND PURCHASINGONLINE CONTINUES TO GROW DURING 2011 © comScore, Inc. Proprietary. 35
  • 36.
    Online Retail RampsUp in Brazil, Peaking During Holiday Season Percent Reach of Retail Category Rise in Retail Audience (000) World 73.1% in Brazil 50,000 Latin America 72.8% Brazil 87.7% 45,000 +35% Argentina 74.1% 40,000 Chile 69.6% 35,000 Peru 67.0% 30,000 Puerto Rico 65.5% Mexico 65.3% 25,000 Dec-2010 Dec-2011 Venezuela 63.1% Colombia 57.1% © comScore, Inc. Proprietary. 36 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 37.
    Retail Shows StrongReach in Brazil, but Below Average Engagement Compared to Other Markets Percent Reach of Retail Category Retail Average Minutes per Visitor Dec-2011, Age 15+ Dec-2011, Age 15+ 133.2 94.2% 93.5% 87.7% 115.6 73.1% 71.3 32.5 Worldwide U.S. UK Brazil Worldwide U.S. UK Brazil © comScore, Inc. Proprietary. 37 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 38.
    Searches in BrazilPeak in October and November Fueled by the Holiday Shopping Season 6.9 Billion Searches Performed in Brazil in Dec-2011, +37% vs. Year Ago 8,000 7,000 Searches (MM) 6,000 Searches per Searcher: +17% to 155 searches in Dec. 2011 5,000 4,000 3,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 38 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
  • 39.
    Google Sites Accountsfor 9 of every 10 Searches in Brazil, MercadoLibre in 2nd Place Accounting for 2% of Searches Top Search Properties in Brazil by Share of Searches in Dec-2011 1.3% 1.2% 1.2% 2.0% 3.6% Google Sites MercadoLibre Terra - Telefonica Microsoft Sites Facebook.com All Other 90.7% © comScore, Inc. Proprietary. 39 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011
  • 40.
    DIGITAL ADVERTISING ENTERSERA OF INCREASED ACCOUNTABILITY AS BRAND DOLLARS CONTINUE TO SHIFT ONLINE © comScore, Inc. Proprietary. 40
  • 41.
    In December 2011,62.9 Billion Display Ad Impressions Were Delivered Online in Brazil, Reaching 50.8 Million Internet Users Top 10 Online Display Advertisers in Brazil by Share of Display Ads Dec-2011 Netshoes.com.br 2,462,945 Dafiti.com.br 1,514,762 Telefonica Group 895,231 Microsoft Corporation 845,326 Itaú Unibanco Holding S.A. 574,311 NetMovies Entretenimento S.A. 537,591 Hotel Urbano Serviços Digitais S.A. 518,416 B2W Inc. 498,012 OLX Inc. 484,853 Netflix, Inc. 484,138 © comScore, Inc. Proprietary. 41 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 42.
    Facebook Delivers Nearly1 of Every 5 Display Ads in Brazil Top 10 Online Display Ad Publishers in Brazil by Share of Display Ads In the U.S. Facebook Dec-2011 Delivered 1 in Every 4 Facebook.com 17.4% Display Ads in 2011 Globo 14.1% UOL 12.2% Terra - Telefonica 11.4% Google Sites 10.3% 27.9% 27.9% Microsoft Sites 10.2% All Other, iG Sites 4.3% 72.1% Yahoo! Sites 1.1% Record 0.5% Grupo Abril 0.4% © comScore, Inc. Proprietary. 42 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 43.
    Arguably the MostImportant 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 © comScore, Inc. Proprietary. 43
  • 44.
    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 © comScore, Inc. Proprietary. 44
  • 45.
    vGRP US CharterStudy (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 © comScore, Inc. Proprietary. 45
  • 46.
    OTHER ACTIVITIES ONTHE RISE IN BRAZIL © comScore, Inc. Proprietary. 46
  • 47.
    News/Information Visitation onthe 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 News/Information Visitor (000) Growth 50,000 +39% 45,000 40,000 35,000 30,000 25,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 47 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 48.
    Bahia and ParanáOnline Users Over Index for News/Information Visitation and Page Views News/Info Category Index Across States Composition Index PV Composition Index UV Distrito Federal Distrito Federal Online Bahia Users Average the Most Time on Santa Catarina News/Info sites at Rio Grande do Sul 40.2 Minutes in Dec-2011 Paraná Minas Gerais Rio de Janeiro São Paulo 0 50 100 150 © comScore, Inc. Proprietary. 48 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 49.
    Brazilians Increasingly GoingOnline 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 Travel Visitor (000) Growth 17,000 +42% 15,000 13,000 11,000 9,000 7,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 49 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 50.
    Banking Visitation Grows19% 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) 18,000 Banking Visitor (000) Growth +19% 16,000 14,000 12,000 10,000 Dec-2010 Dec-2011 © comScore, Inc. Proprietary. 50 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011
  • 51.
    SMARTPHONES AND TABLETSFUEL THE RISE OF THE DIGITAL OMNIVORE © comScore, Inc. Proprietary. 51
  • 52.
    Mobile & TabletDevices Shifting How Users Connect Across the Globe Non-Computer Traffic for Selected Markets Mobile Tablet Other Singapore 11.5% UK 9.5% U.S. 8.2% Australia 7.7% Japan 7.1% Canada 6.5% Spain 5.2% India 5.1% France 2.8% Brazil 1.5% © comScore, Inc. Proprietary. 52 Source: comScore Device Essentials, Dec-2011
  • 53.
    Tablets Account for>42% of Non-Computer Web Traffic in Brazil Share of Non-computer Internet Traffic Mobile Tablet Other 5.3% 2.8% 4.3% 6.4% 8.6% 7.3% 13.1% 17.1% 16.7% 22.2% 42.2% 25.9% 32.3% 41.6% 27.6% 34.1% 79.0% 72.5% 65.5% 60.4% 54.9% 59.3% 52.0% 48.8% Argentina Brazil Chile Colombia Mexico Peru Puerto Venezuela Rico © comScore, Inc. Proprietary. 53 Source: comScore Device Essentials, Dec-2011
  • 54.
    iOS Leads AmongOperating Systems on Non-computer Devices in Brazil – Particularly on Tablets, with 91% of Tablet Page Views Brazil Device Share of Non-Computer Traffic, Dec-2011 Other, 2.8% 9.3% 26.3% Other Tablet, 7.3% 42.2% RIM Symbian 90.6% 31.4% Android Android Mobile, 54.9% iOS iOS 35.0% Mobile Tablet © comScore, Inc. Proprietary. 54 Source: comScore Device Essentials, Dec-2011
  • 55.
    Understanding How PeopleUse Multiple Devices to Consume Content Throughout the Day is Quickly Gaining Importance in Digital Strategies © comScore, Inc. Proprietary. 55
  • 56.
    CONCLUSIONS © comScore, Inc. Proprietary. 56
  • 57.
    Stories that WillShape Digital in Brazil during 2012 1 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. 2 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. 3 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. 4 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. © comScore, Inc. Proprietary. 57