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Dados ComScore 2013 sobre o comportamento digital no Brasil

Israel Degasperi, profile picture
Israel Degasperi

The document analyzes digital media trends in Brazil, emphasizing the rapid media fragmentation and the increasing platform-agnostic behavior of consumers in 2012. It highlights key insights on web usage, social media engagement, and online retail growth, showcasing Brazil as a significant player in the Latin American digital landscape. The report also indicates a shift towards mobile and social media consumption, foreseeing a future where traditional PCs are less central to digital content access.

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© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. March 2013 Key Insights from 2012 and What They Mean for the Coming Year
© comScore, Inc. Proprietary. 2 Introduction Executive Summary Media fragmentation is occurring at light speed in today’s multi-platform environment, which features 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 for example, have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the Brazil digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Ana Laura Zain press@comscore.com #FiFBrasil
© comScore, Inc. Proprietary. 3 Content SETTING THE SCENE Global Overview 4 Latin American Online Landscape 8 2013 BRAZIL FUTURE IN FOCUS Online Landscape in Brazil 13 Digital Audience Behaviour 17 Focus: Social 24 Retail 28 Online Video 32 Search 39 Multiple Device Usage 42 Online Advertising in Brazil 46 Conclusions 51 Methodology & about comScore 55
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. GLOBAL OVERVIEW #FiFBrasil
© comScore, Inc. Proprietary. 5 Distribution of Worldwide Internet Audience Asia Pacific and Europe Leading the Online Universe 9% Middle East - Africa 8% Latin America 35% of the Latin American Audience is located in Brazil 14% North America 42% Asia Pacific 27% Europe Source: comScore Media Metrix, December 2012, Worldwide 15+
© comScore, Inc. Proprietary. 6 Time Spent and Growth Across Regions Users in North America Spent Most Time Online 42.8 26.9 22.7 18.9 18.2 North America Europe Latin America Asia Pacific Middle East - Africa HoursperVisitor Global Average: 24,7 Hours a Month Source: comScore Media Metrix, December 2012, Worldwide 15+
© comScore, Inc. Proprietary. Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+) And Largest Market in Latin America comScore Media Metrix, December 2012, 15+ Russia and India have experienced a massive growth of 15% and 51% respectively last year 343,784 189,457 73,593 70,717 61,345 52,448 45,803 43,021 39,357 31,138 China United States Japan India Russian Federation Germany Brazil France United Kingdom South Korea Total Internet Total Unique Visitors (000)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. LATIN AMERICA ONLINE LANDSCAPE #FiFBrasil
© comScore, Inc. Proprietary. 9Source: comScore Media Metrix, December 2012, Latin America 15+ Online Audience Across Latin America 35% of Latin America’s 131 Million Internet Users are in Brazil 45,803 24,115 13,794 9,723 7,457 5,505 4,692 1,468 TotalUniqueVisitors(000) Total Latin America Online Audience reaches 131 Million Visitors
© comScore, Inc. Proprietary. 10Source: comScore Media Metrix, December 2012, Latin America 15+ Engagement Across Latin American Audiences Consumers in Brazil spend 27 hours per month online on their PC 27.0 25.1 24.3 23.4 22.7 19.8 18.1 16.2 15.9 Brazil Argentina Peru Chile Latin America Mexico Colombia Venezuela Puerto Rico AverageHoursperVisitor
© comScore, Inc. Proprietary. 11Source: comScore Media Metrix, December 2012, Latin America 15+ Under 35 Year Olds Accrue Over 60% of Time Spent in Latin America Composition of Minutes By Age Group Varies Greatly, Brazil most 25+ 31.6 31.3 22.3 31.2 48.9 40.4 38.0 35.3 47.6 28.6 26.2 31.8 25.3 24.0 22.9 26.5 23.7 25.3 19.3 17.3 21.3 17.9 14.6 17.0 17.5 17.7 14.4 12.6 11.9 13.8 13.2 8.6 10.8 10.6 10.8 8.8 7.9 13.2 7.4 12.3 3.8 4.8 7.5 12.5 3.9 Latin America Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Venezuela Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ %ofTotalMinutes
© comScore, Inc. Proprietary. 12 Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the Web Than the Average in Other Regions 24.9 22.3 23.1 18.4 25.3 31.8 24.2 19.9 20.2 21.3 20.6 19.9 15.2 13.8 17.5 19.0 14.4 7.4 14.7 22.8 Worldwide Brazil Europe North America Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Source: comScore Media Metrix, December 2012, 15+ %ofTotalMinutes
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. BRAZIL ONLINE LANDSCAPE #FiFBrasil
© comScore, Inc. Proprietary. 14 Brazil Internet Consumption on the Up In December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer 98,906 107,555 GrowthOver1Year +9% Total Pages Viewed (MM) Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+
© comScore, Inc. Proprietary. 15Source: comScore Media Metrix, December 2012, Brazil 6+ Profile: Brazil Online Audience 12,4% 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 Visitors Age:
© comScore, Inc. Proprietary. 16Source: comScore Media Metrix, December 2012, Brazil 6+ Regional Internet Population Distribution and Average Usage BR Region: Northeast 25,3 Hours Online BR Region: Southeast 23,6 Hours Online BR Region: South 26,4 Hours Online BR Region: Center-west 24,4 Hours Online BR Region: North 24,7 Hours Online 4,7% 13,4% 54,9% 18,2% 8,8% % Of Online Population
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. DIGITAL AUDIENCE BEHAVIOUR #FiFBrasil
© comScore, Inc. Proprietary. 18Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ Social Media Captures Most PC Screen Time in Brazil Total Time Spent on Social Media Saw 167% Growth TotalMinutes(MM) The average Brazil internet user spent 9,3 hours on social media sites during December 2012 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Feb-2010 Mar-2010 Apr-2010 May-2010 Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Jan-2011 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 News/Information Games Entertainment Services Social Media
© 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% YOY Growth TotalUniqueVisitors(000) 4,241 21,884 13,413 18,152 13,706 38,517 15,880 42,230 17,116 4,877 5,090 25,931 15,861 21,159 15,176 42,548 16,732 44,032 17,766 4,997 Real Estate Education Health Lifestyles Telecommunications Directories/Resources Travel Retail Government Business to Business Dec-2011 Dec-2012
© comScore, Inc. Proprietary. 20Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+ Politics Category Shows 189% Growth Reaching 3,9 Million Visitors in December 1,355 1,245 13,401 2,183 1,071 3,415 3,908 2,110 20,833 3,205 1,500 4,497 Politics Jewelry/Luxury Goods/Accessories Beauty/Fashion/Style Financial Information/Advice Health Care Airlines TotalUniqueVisitors(000) YOY Growth 189% 69% 55% 47% 40% 32%
© comScore, Inc. Proprietary. 21Source: comScore Media Metrix, December 2012, Brazil 6+ Top Web Properties in Brazil 47,890 45,504 45,384 43,986 42,676 42,181 38,587 37,446 28,410 19,10918,724 8,883 11,987 17,902 12,189 8,601 6,827 4,821 3,405 1,791 Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. 22Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ The Evolution of Some Key Content Categories in BrazilTotalUniqueVisitors(000) 0 10,000 20,000 30,000 40,000 50,000 60,000 Entertainment News/Information Retail Health
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. FOCUS ON SOCIAL MEDIA AND RETAIL #FiFBrasil
© comScore, Inc. Proprietary. 24 We are Social Always and Everywhere
© comScore, Inc. Proprietary. 25Source: comScore Media Metrix, December 2012, 15+ Brazilians Highly Engaged With Social Content Averaging Nearly 10 Hours in December on Social Networking Sites 365.8 579.0 342.9 328.3 0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 Brazil World-Wide Average Minutes per Visitor on Social Networking Sites
© comScore, Inc. Proprietary. 26Source: comScore Media Metrix, December 2012, Brazil 6+ Facebook and Orkut Top Social Network Ranking ASK.FM on the rise Median Age 32,3 32,1 31,6 28,0 34,2 29,5 35,4 29,8 33,8 31,9 43,986 12,346 9,168 8,481 7,942 6,115 1,827 1,660 1,411 1,254 FACEBOOK.COM Orkut TWITTER.COM ASK.FM Linkedin TUMBLR.COM* BADOO.COM DEVIANTART.COM VOSTU.COM Myspace Total Unique Visitors (000)
© comScore, Inc. Proprietary. 27Source: comScore Media Metrix, December 2012, Brazil 6+ Share of Time Spent in Social Networks in Brazil 92.8% 2.1% 1.6% 1.0% 0.8% 1.7% Facebook Ask.fm Orkut Tumblr Twitter Other
© comScore, Inc. Proprietary. 28Source: comScore Media Metrix, December 2011- 2012, Brazil 6+ Rise in Retail Audience in Brazil in 2012 34,000 36,000 38,000 40,000 42,000 44,000 46,000 + 4% Total Unique Visitors (000) Retail Category
© comScore, Inc. Proprietary. 29 Online Visits in Brazil to Retail Websites Are Also Increasing 6.2 6.4 6.6 6.8 7.0 7.2 7.4 7.6 7.8 8.0 Average Visits per Visitor Retail Category +11% Source: comScore Media Metrix, December 2012, Brazil 6+
© comScore, Inc. Proprietary. 30Source: comScore Media Metrix, December 2012, Brazil 6+ Mercado Livre is the Leader Amongst Online Retailers in Brazil With More than 14 Million Visitors 14,294 8,105 5,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340 Total Unique Visitors (000) Top Retailers in Brazil
© comScore, Inc. Proprietary. 31 Buscape Continues to Lead the Comparison Shopping Sites in Brazil Source: comScore Media Metrix, December 2012, Brazil 6+ 14,759 10,934 3,539 1,647 1,241 1,194 616 428 375 349 Total Unique Visitors (000)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE VIDEO #FiFBrasil
© comScore, Inc. Proprietary. 33Source: comScore Video Metrix, December 2012, Brazil 6+ Videos Viewed Grew 18% in One Year in Brazil Dec 2012 18% Dec 2011 Total Unique Viewers (000) Total Unique Viewers (000) 109.7 129.3 Videos Viewed per Viewer
© comScore, Inc. Proprietary. 34 In Brazil Online Video is Growing Faster than Other Leading Markets 0.0 50.0 100.0 150.0 200.0 250.0 300.0 U.S. U.K. Worldwide Brazil Dec-2011 Dec-2012 -1% +11% +3% +18% Source: comScore Video Metrix, December 2011 vs. December 2012, 15+ Videos Viewed per Viewer
© comScore, Inc. Proprietary. 35Source: comScore Video Metrix, December 2012, Brazil 6+ Google (YouTube) is Still King of Online Video in Brazil Videos per Viewer 83,8 12,4 5,0 14,9 6,0 8,4 7,0 2,2 12,0 4,5 38,922 17,667 17,504 14,893 8,423 7,782 6,463 6,214 4,071 3,692 Google Sites VEVO FACEBOOK.COM Globo Viacom Digital Auditude, Inc. UOL Yahoo! Sites Terra - Telefonica R7 Portal Unique Viewers (000)
© comScore, Inc. Proprietary. 36Source: comScore Video Metrix, December 2012, Brazil 6+ Who Uses YouTube to Boost Their Reach? 17,339 10,305 9,260 7,808 6,662 5,435 3,714 3,305 2,804 2,375 VEVO @ YouTube Maker Studios Inc. @ YouTube FullScreen @ YouTube Warner Music @ YouTube Machinima @ YouTube Som Livre @ YouTube BroadbandTV @ YouTube ygent @ YouTube deckdisc @ YouTube band @ YouTube Top YouTube Partner Channels by Unique Visitors (000) *YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
© comScore, Inc. Proprietary. 37Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+ Top Online Video Content Properties Facebook gains more than 400% 408% 318% 172% 136% 86% 34% 1% -2% -7% Brazil Top Online Video Content Properties by % Growth
© comScore, Inc. Proprietary. 38 Facebook Gaining Space Among Main Video Players in Other Markets 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Brazil U.S. U.K. Dec-2011 Dec-2012 408% 39% 64% Facebook % Change by Unique Visitors Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SEARCH #FiFBrasil
© comScore, Inc. Proprietary. 40Source: comScore, qSearch, December 2012, Latin America 15+ Argentina Leads The Way With Most Searches per Searcher in LatAm Searchers in Brazil searched 142 times on average during December 165.3 161.8 148.7 145.9 145.4 145.3 141.7 93.3 SearchesperSearcher
© comScore, Inc. Proprietary. 41Source: comScore, qSearch, December 2012, Brazil 6+ Brazilians Search on Facebook and MercadoLibre Not Just Search Engines 129,6 4,6 11,8 4,4 4,4 8,6 3,3 3,0 5,9 2,8 Searches per Searcher 43,802 19,267 14,095 13,523 11,167 8,521 5,791 5,294 4,811 3,803 Google Sites FACEBOOK.COM MercadoLibre Terra - Telefonica Ask Network Microsoft Sites UOL Buscape Company Yahoo! Sites Globo Unique Searchers (000)
© comScore, Inc. Proprietary. 42 MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 43Source: comScore Device Essentials, December 2012, Brazil, 15+ Device Share of Page Views Mobiles and Tablets are Gaining on PC for Content Consumption 98% 95% 1% 3% 1% 2% 0% 0% Dec - 11 Dec - 12 Other Tablet Mobile PC 93% 85% 5% 9% 2% 5% 0% 0% Dec - 11 Dec - 12
© comScore, Inc. Proprietary. 44Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ Brazil Traffic Share Trend: Mobile Devices & Tablets Are Steadily Growing in Terms of Total Page Views 80.0% 82.0% 84.0% 86.0% 88.0% 90.0% 92.0% 94.0% 96.0% 98.0% 100.0% PC Mobile Tablet Other
© comScore, Inc. Proprietary. 45 News and Information Category Consumption by Mobile Devices is Growing Even Faster 80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100% Other Tablet Mobile PC Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ % Traffic Share Trend for News/Information Category
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE ADVERTISING #FiFBrasil
© comScore, Inc. Proprietary. 47 789,991,006 352,238,449 274,068,465 101,384,159 89,108,007 48,613,550 33,609,581 19,813,821 18,213,549 14,775,283 14,613,043 Total Brazil Portals Social Media Entertainment Services News/Information Sports Games Lifestyles Entertainment -… Blogs Source: comScore Ad Metrix, 2012, Brazil 6+ The Majority of the Display Ads Served in Brazil are on Portals and Social Media Sites Display Ad Impressions in Brazil (000) during 2012
© comScore, Inc. Proprietary. 48 Display Ads in Brazil Year 2012 by Advertiser Dafiti Was the Biggest Online Advertiser in 2012 25,203,912 23,857,375 9,274,274 9,066,021 8,559,628 6,995,928 6,778,475 5,911,463 5,520,456 5,200,288 Dafiti.com.br Netshoes.com.br Netflix, Inc. Microsoft Corporation MRV Engenharia e Participações S.A. Telefonica Group Pank! Negocios Online America Movil S.A.B de C.V. Google Inc. The Point LLC Display Ad Impressions in Brazil (000) during 2012 Source: comScore Ad Metrix, 2012, Brazil 6+
© comScore, Inc. Proprietary. 49 December 2012 Display Ad Impressions by Publisher (Top Ten) Display Ad Impressions in Brazil (000) December 2012 Source: comScore Ad Metrix, December 2012, Brazil 6+ 29,884,613 7,332,933 7,237,923 3,666,963 3,642,588 3,499,807 1,810,589 1,618,612 1,130,348 279,676 FACEBOOK.COM UOL Globo Google Sites Microsoft Sites Terra - Telefonica Yahoo! Sites R7 Portal IG Portal Grupo Abril
© comScore, Inc. Proprietary. 50 Ad Impressions in Facebook Saw 173% Growth During the Past Year 10,951 29,885 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Facebook Display Ad Impressions in Brazil (MM) Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6+ + 173%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. CONCLUSION #FiFBrasil
© comScore, Inc. Proprietary. 52 Key Takeaways Facebook remains the leading social network Social Networks capture the largest percentage of consumers’ time in Brazil. Some of the engagement metrics are impressive, especially when compared with other markets and the worldwide average. Online video continues to grow The online video consumption in Brazil grew 18 percent in 2012. YouTube is still top video property followed by VEVO. Facebook clearly showing growth as a platform for hosting and delivering video. Brazil is the most engaged market in Latin America Consumers in Brazil spend more than 27 hours per month online on their PC, representing the highest of all 8 Latin- American markets analysed. Real Estate and Education were the fastest growing categories. Media landscape is fragmenting Page views in Brazil are increasing to occur on a smartphone or tablet. The adoption of internet enabled devices is more and more contributing to a more fragmented digital media landscape.
© comScore, Inc. Proprietary. 53 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour.
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Brazil Digital Future in Focus 2013 #FiFBrasil Key Insights from 2012 and What They Mean for the Coming Year @comScoreLATAM www.comscore.com www.facebook.com/comscoreincMedia Requests: press@comscore.com
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. METHODOLOGY #FiFBrasil
© comScore, Inc. Proprietary. 56 Methodology and Definitions This report utilises data from the comScore suite of products, including comScore Media Metrix Multi-Platform, comScore qSearch, comScore Ad Metrix, comScore Video Metrix, and comScore Device Essentials comScore Media Metrix The comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, Media Metrix delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. Media Metrix reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore Media Metrix product suite includes individual products utilised within this report including comScore Media Metrix Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/Media Metrix
© comScore, Inc. Proprietary. 57 *Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices. Methodology and Definitions comScore Device Essentials* comScore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comScore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comScore. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Device_Essentials
© comScore, Inc. Proprietary. 58 comScore, 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 custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile 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 than 2,000 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, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc www.twitter.com/comScoreLATAM www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore ABOUT COMSCORE

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Dados ComScore 2013 sobre o comportamento digital no Brasil

  • 1. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. March 2013 Key Insights from 2012 and What They Mean for the Coming Year
  • 2. © comScore, Inc. Proprietary. 2 Introduction Executive Summary Media fragmentation is occurring at light speed in today’s multi-platform environment, which features 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 for example, have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the Brazil digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Ana Laura Zain [email protected] #FiFBrasil
  • 3. © comScore, Inc. Proprietary. 3 Content SETTING THE SCENE Global Overview 4 Latin American Online Landscape 8 2013 BRAZIL FUTURE IN FOCUS Online Landscape in Brazil 13 Digital Audience Behaviour 17 Focus: Social 24 Retail 28 Online Video 32 Search 39 Multiple Device Usage 42 Online Advertising in Brazil 46 Conclusions 51 Methodology & about comScore 55
  • 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. GLOBAL OVERVIEW #FiFBrasil
  • 5. © comScore, Inc. Proprietary. 5 Distribution of Worldwide Internet Audience Asia Pacific and Europe Leading the Online Universe 9% Middle East - Africa 8% Latin America 35% of the Latin American Audience is located in Brazil 14% North America 42% Asia Pacific 27% Europe Source: comScore Media Metrix, December 2012, Worldwide 15+
  • 6. © comScore, Inc. Proprietary. 6 Time Spent and Growth Across Regions Users in North America Spent Most Time Online 42.8 26.9 22.7 18.9 18.2 North America Europe Latin America Asia Pacific Middle East - Africa HoursperVisitor Global Average: 24,7 Hours a Month Source: comScore Media Metrix, December 2012, Worldwide 15+
  • 7. © comScore, Inc. Proprietary. Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+) And Largest Market in Latin America comScore Media Metrix, December 2012, 15+ Russia and India have experienced a massive growth of 15% and 51% respectively last year 343,784 189,457 73,593 70,717 61,345 52,448 45,803 43,021 39,357 31,138 China United States Japan India Russian Federation Germany Brazil France United Kingdom South Korea Total Internet Total Unique Visitors (000)
  • 8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. LATIN AMERICA ONLINE LANDSCAPE #FiFBrasil
  • 9. © comScore, Inc. Proprietary. 9Source: comScore Media Metrix, December 2012, Latin America 15+ Online Audience Across Latin America 35% of Latin America’s 131 Million Internet Users are in Brazil 45,803 24,115 13,794 9,723 7,457 5,505 4,692 1,468 TotalUniqueVisitors(000) Total Latin America Online Audience reaches 131 Million Visitors
  • 10. © comScore, Inc. Proprietary. 10Source: comScore Media Metrix, December 2012, Latin America 15+ Engagement Across Latin American Audiences Consumers in Brazil spend 27 hours per month online on their PC 27.0 25.1 24.3 23.4 22.7 19.8 18.1 16.2 15.9 Brazil Argentina Peru Chile Latin America Mexico Colombia Venezuela Puerto Rico AverageHoursperVisitor
  • 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 America Composition of Minutes By Age Group Varies Greatly, Brazil most 25+ 31.6 31.3 22.3 31.2 48.9 40.4 38.0 35.3 47.6 28.6 26.2 31.8 25.3 24.0 22.9 26.5 23.7 25.3 19.3 17.3 21.3 17.9 14.6 17.0 17.5 17.7 14.4 12.6 11.9 13.8 13.2 8.6 10.8 10.6 10.8 8.8 7.9 13.2 7.4 12.3 3.8 4.8 7.5 12.5 3.9 Latin America Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Venezuela Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ %ofTotalMinutes
  • 12. © comScore, Inc. Proprietary. 12 Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the Web Than the Average in Other Regions 24.9 22.3 23.1 18.4 25.3 31.8 24.2 19.9 20.2 21.3 20.6 19.9 15.2 13.8 17.5 19.0 14.4 7.4 14.7 22.8 Worldwide Brazil Europe North America Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Source: comScore Media Metrix, December 2012, 15+ %ofTotalMinutes
  • 13. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. BRAZIL ONLINE LANDSCAPE #FiFBrasil
  • 14. © comScore, Inc. Proprietary. 14 Brazil Internet Consumption on the Up In December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer 98,906 107,555 GrowthOver1Year +9% Total Pages Viewed (MM) Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+
  • 15. © comScore, Inc. Proprietary. 15Source: comScore Media Metrix, December 2012, Brazil 6+ Profile: Brazil Online Audience 12,4% 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 Visitors Age:
  • 16. © comScore, Inc. Proprietary. 16Source: comScore Media Metrix, December 2012, Brazil 6+ Regional Internet Population Distribution and Average Usage BR Region: Northeast 25,3 Hours Online BR Region: Southeast 23,6 Hours Online BR Region: South 26,4 Hours Online BR Region: Center-west 24,4 Hours Online BR Region: North 24,7 Hours Online 4,7% 13,4% 54,9% 18,2% 8,8% % Of Online Population
  • 17. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. DIGITAL AUDIENCE BEHAVIOUR #FiFBrasil
  • 18. © comScore, Inc. Proprietary. 18Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ Social Media Captures Most PC Screen Time in Brazil Total Time Spent on Social Media Saw 167% Growth TotalMinutes(MM) The average Brazil internet user spent 9,3 hours on social media sites during December 2012 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Feb-2010 Mar-2010 Apr-2010 May-2010 Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Jan-2011 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 News/Information Games Entertainment Services Social Media
  • 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% YOY Growth TotalUniqueVisitors(000) 4,241 21,884 13,413 18,152 13,706 38,517 15,880 42,230 17,116 4,877 5,090 25,931 15,861 21,159 15,176 42,548 16,732 44,032 17,766 4,997 Real Estate Education Health Lifestyles Telecommunications Directories/Resources Travel Retail Government Business to Business Dec-2011 Dec-2012
  • 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 in December 1,355 1,245 13,401 2,183 1,071 3,415 3,908 2,110 20,833 3,205 1,500 4,497 Politics Jewelry/Luxury Goods/Accessories Beauty/Fashion/Style Financial Information/Advice Health Care Airlines TotalUniqueVisitors(000) YOY Growth 189% 69% 55% 47% 40% 32%
  • 21. © comScore, Inc. Proprietary. 21Source: comScore Media Metrix, December 2012, Brazil 6+ Top Web Properties in Brazil 47,890 45,504 45,384 43,986 42,676 42,181 38,587 37,446 28,410 19,10918,724 8,883 11,987 17,902 12,189 8,601 6,827 4,821 3,405 1,791 Total Unique Visitors (000) Average Daily Visitors (000)
  • 22. © comScore, Inc. Proprietary. 22Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ The Evolution of Some Key Content Categories in BrazilTotalUniqueVisitors(000) 0 10,000 20,000 30,000 40,000 50,000 60,000 Entertainment News/Information Retail Health
  • 23. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. FOCUS ON SOCIAL MEDIA AND RETAIL #FiFBrasil
  • 24. © comScore, Inc. Proprietary. 24 We are Social Always and Everywhere
  • 25. © comScore, Inc. Proprietary. 25Source: comScore Media Metrix, December 2012, 15+ Brazilians Highly Engaged With Social Content Averaging Nearly 10 Hours in December on Social Networking Sites 365.8 579.0 342.9 328.3 0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 Brazil World-Wide Average Minutes per Visitor on Social Networking Sites
  • 26. © comScore, Inc. Proprietary. 26Source: comScore Media Metrix, December 2012, Brazil 6+ Facebook and Orkut Top Social Network Ranking ASK.FM on the rise Median Age 32,3 32,1 31,6 28,0 34,2 29,5 35,4 29,8 33,8 31,9 43,986 12,346 9,168 8,481 7,942 6,115 1,827 1,660 1,411 1,254 FACEBOOK.COM Orkut TWITTER.COM ASK.FM Linkedin TUMBLR.COM* BADOO.COM DEVIANTART.COM VOSTU.COM Myspace Total Unique Visitors (000)
  • 27. © comScore, Inc. Proprietary. 27Source: comScore Media Metrix, December 2012, Brazil 6+ Share of Time Spent in Social Networks in Brazil 92.8% 2.1% 1.6% 1.0% 0.8% 1.7% Facebook Ask.fm Orkut Tumblr Twitter Other
  • 28. © comScore, Inc. Proprietary. 28Source: comScore Media Metrix, December 2011- 2012, Brazil 6+ Rise in Retail Audience in Brazil in 2012 34,000 36,000 38,000 40,000 42,000 44,000 46,000 + 4% Total Unique Visitors (000) Retail Category
  • 29. © comScore, Inc. Proprietary. 29 Online Visits in Brazil to Retail Websites Are Also Increasing 6.2 6.4 6.6 6.8 7.0 7.2 7.4 7.6 7.8 8.0 Average Visits per Visitor Retail Category +11% Source: comScore Media Metrix, December 2012, Brazil 6+
  • 30. © comScore, Inc. Proprietary. 30Source: comScore Media Metrix, December 2012, Brazil 6+ Mercado Livre is the Leader Amongst Online Retailers in Brazil With More than 14 Million Visitors 14,294 8,105 5,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340 Total Unique Visitors (000) Top Retailers in Brazil
  • 31. © comScore, Inc. Proprietary. 31 Buscape Continues to Lead the Comparison Shopping Sites in Brazil Source: comScore Media Metrix, December 2012, Brazil 6+ 14,759 10,934 3,539 1,647 1,241 1,194 616 428 375 349 Total Unique Visitors (000)
  • 32. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE VIDEO #FiFBrasil
  • 33. © comScore, Inc. Proprietary. 33Source: comScore Video Metrix, December 2012, Brazil 6+ Videos Viewed Grew 18% in One Year in Brazil Dec 2012 18% Dec 2011 Total Unique Viewers (000) Total Unique Viewers (000) 109.7 129.3 Videos Viewed per Viewer
  • 34. © comScore, Inc. Proprietary. 34 In Brazil Online Video is Growing Faster than Other Leading Markets 0.0 50.0 100.0 150.0 200.0 250.0 300.0 U.S. U.K. Worldwide Brazil Dec-2011 Dec-2012 -1% +11% +3% +18% Source: comScore Video Metrix, December 2011 vs. December 2012, 15+ Videos Viewed per Viewer
  • 35. © comScore, Inc. Proprietary. 35Source: comScore Video Metrix, December 2012, Brazil 6+ Google (YouTube) is Still King of Online Video in Brazil Videos per Viewer 83,8 12,4 5,0 14,9 6,0 8,4 7,0 2,2 12,0 4,5 38,922 17,667 17,504 14,893 8,423 7,782 6,463 6,214 4,071 3,692 Google Sites VEVO FACEBOOK.COM Globo Viacom Digital Auditude, Inc. UOL Yahoo! Sites Terra - Telefonica R7 Portal Unique Viewers (000)
  • 36. © comScore, Inc. Proprietary. 36Source: comScore Video Metrix, December 2012, Brazil 6+ Who Uses YouTube to Boost Their Reach? 17,339 10,305 9,260 7,808 6,662 5,435 3,714 3,305 2,804 2,375 VEVO @ YouTube Maker Studios Inc. @ YouTube FullScreen @ YouTube Warner Music @ YouTube Machinima @ YouTube Som Livre @ YouTube BroadbandTV @ YouTube ygent @ YouTube deckdisc @ YouTube band @ YouTube Top YouTube Partner Channels by Unique Visitors (000) *YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
  • 37. © comScore, Inc. Proprietary. 37Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+ Top Online Video Content Properties Facebook gains more than 400% 408% 318% 172% 136% 86% 34% 1% -2% -7% Brazil Top Online Video Content Properties by % Growth
  • 38. © comScore, Inc. Proprietary. 38 Facebook Gaining Space Among Main Video Players in Other Markets 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Brazil U.S. U.K. Dec-2011 Dec-2012 408% 39% 64% Facebook % Change by Unique Visitors Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+
  • 39. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SEARCH #FiFBrasil
  • 40. © comScore, Inc. Proprietary. 40Source: comScore, qSearch, December 2012, Latin America 15+ Argentina Leads The Way With Most Searches per Searcher in LatAm Searchers in Brazil searched 142 times on average during December 165.3 161.8 148.7 145.9 145.4 145.3 141.7 93.3 SearchesperSearcher
  • 41. © comScore, Inc. Proprietary. 41Source: comScore, qSearch, December 2012, Brazil 6+ Brazilians Search on Facebook and MercadoLibre Not Just Search Engines 129,6 4,6 11,8 4,4 4,4 8,6 3,3 3,0 5,9 2,8 Searches per Searcher 43,802 19,267 14,095 13,523 11,167 8,521 5,791 5,294 4,811 3,803 Google Sites FACEBOOK.COM MercadoLibre Terra - Telefonica Ask Network Microsoft Sites UOL Buscape Company Yahoo! Sites Globo Unique Searchers (000)
  • 42. © comScore, Inc. Proprietary. 42 MULTIPLE DEVICE USAGE
  • 43. © comScore, Inc. Proprietary. 43Source: comScore Device Essentials, December 2012, Brazil, 15+ Device Share of Page Views Mobiles and Tablets are Gaining on PC for Content Consumption 98% 95% 1% 3% 1% 2% 0% 0% Dec - 11 Dec - 12 Other Tablet Mobile PC 93% 85% 5% 9% 2% 5% 0% 0% Dec - 11 Dec - 12
  • 44. © comScore, Inc. Proprietary. 44Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ Brazil Traffic Share Trend: Mobile Devices & Tablets Are Steadily Growing in Terms of Total Page Views 80.0% 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. © comScore, Inc. Proprietary. 45 News and Information Category Consumption by Mobile Devices is Growing Even Faster 80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100% Other Tablet Mobile PC Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ % Traffic Share Trend for News/Information Category
  • 46. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE ADVERTISING #FiFBrasil
  • 47. © comScore, Inc. Proprietary. 47 789,991,006 352,238,449 274,068,465 101,384,159 89,108,007 48,613,550 33,609,581 19,813,821 18,213,549 14,775,283 14,613,043 Total Brazil Portals Social Media Entertainment Services News/Information Sports Games Lifestyles Entertainment -… Blogs Source: comScore Ad Metrix, 2012, Brazil 6+ The Majority of the Display Ads Served in Brazil are on Portals and Social Media Sites Display Ad Impressions in Brazil (000) during 2012
  • 48. © comScore, Inc. Proprietary. 48 Display Ads in Brazil Year 2012 by Advertiser Dafiti Was the Biggest Online Advertiser in 2012 25,203,912 23,857,375 9,274,274 9,066,021 8,559,628 6,995,928 6,778,475 5,911,463 5,520,456 5,200,288 Dafiti.com.br Netshoes.com.br Netflix, Inc. Microsoft Corporation MRV Engenharia e Participações S.A. Telefonica Group Pank! Negocios Online America Movil S.A.B de C.V. Google Inc. The Point LLC Display Ad Impressions in Brazil (000) during 2012 Source: comScore Ad Metrix, 2012, Brazil 6+
  • 49. © comScore, Inc. Proprietary. 49 December 2012 Display Ad Impressions by Publisher (Top Ten) Display Ad Impressions in Brazil (000) December 2012 Source: comScore Ad Metrix, December 2012, Brazil 6+ 29,884,613 7,332,933 7,237,923 3,666,963 3,642,588 3,499,807 1,810,589 1,618,612 1,130,348 279,676 FACEBOOK.COM UOL Globo Google Sites Microsoft Sites Terra - Telefonica Yahoo! Sites R7 Portal IG Portal Grupo Abril
  • 50. © comScore, Inc. Proprietary. 50 Ad Impressions in Facebook Saw 173% Growth During the Past Year 10,951 29,885 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Facebook Display Ad Impressions in Brazil (MM) Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6+ + 173%
  • 51. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. CONCLUSION #FiFBrasil
  • 52. © comScore, Inc. Proprietary. 52 Key Takeaways Facebook remains the leading social network Social Networks capture the largest percentage of consumers’ time in Brazil. Some of the engagement metrics are impressive, especially when compared with other markets and the worldwide average. Online video continues to grow The online video consumption in Brazil grew 18 percent in 2012. YouTube is still top video property followed by VEVO. Facebook clearly showing growth as a platform for hosting and delivering video. Brazil is the most engaged market in Latin America Consumers in Brazil spend more than 27 hours per month online on their PC, representing the highest of all 8 Latin- American markets analysed. Real Estate and Education were the fastest growing categories. Media landscape is fragmenting Page views in Brazil are increasing to occur on a smartphone or tablet. The adoption of internet enabled devices is more and more contributing to a more fragmented digital media landscape.
  • 53. © comScore, Inc. Proprietary. 53 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour.
  • 54. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Brazil Digital Future in Focus 2013 #FiFBrasil Key Insights from 2012 and What They Mean for the Coming Year @comScoreLATAM www.comscore.com www.facebook.com/comscoreincMedia Requests: [email protected]
  • 55. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. METHODOLOGY #FiFBrasil
  • 56. © comScore, Inc. Proprietary. 56 Methodology and Definitions This report utilises data from the comScore suite of products, including comScore Media Metrix Multi-Platform, comScore qSearch, comScore Ad Metrix, comScore Video Metrix, and comScore Device Essentials comScore Media Metrix The comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, Media Metrix delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. Media Metrix reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore Media Metrix product suite includes individual products utilised within this report including comScore Media Metrix Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/Media Metrix
  • 57. © comScore, Inc. Proprietary. 57 *Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices. Methodology and Definitions comScore Device Essentials* comScore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comScore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comScore. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Device_Essentials
  • 58. © comScore, Inc. Proprietary. 58 comScore, 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 custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile 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 than 2,000 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, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc www.twitter.com/comScoreLATAM www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore ABOUT COMSCORE