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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil [email protected] 2014 Brazil Digital Future in Focus Revisão de 2013 & Insights para 2014 Alex Banks, VP Latin America & Managing Director Brazil Maio de 2014
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Page 1: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil [email protected]

2014 Brazil Digital Future in Focus

Revisão de 2013 & Insights para 2014

Alex Banks, VP Latin America & Managing Director Brazil

Maio de 2014

Page 2: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 2

Cenário Digital…..…………………… 4

Cenário Digital no Brasil…………… 11

Comportamento Online…….….…… 16

Redes Sociais……………..…………. 24

Varejo…………………………………. . 32

Vídeos Online…………………..…….. 39

Uso de Diversas Plataformas……… 44

Publicidade Online..…………………. 47

A Febre da Copa………………..……. 51

Table of Contents

Page 3: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 3

O que a comScore faz no Brasil?

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 4

Cenário Digital

Page 5: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 5 #FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Distribuição da Internet no Mundo

Ásia e Europa lideram o Universo Online

14% América do Norte

10% América Latina

26% Europa

41% Ásia

9% Africa

40% da Audiência da América

Latina está no Brasil

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© comScore, Inc. Proprietary. 6 #FiFBrasil

354.6

194.7

80.1

73.0

68.1

66.8

52.6

42.4

39.4

30.5

China

United States

India

Japan

Brasil

Russian Federation

Germany

France

United Kingdom

Italy

Total Unique Visitors (MM)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Audiência da Internet por País

Assim como em Fevereiro de 2013, o Brasil continua ocupando a 5a posição

Brasil ocupa a terceira posição depois de

U.S. & China em total de minutos, com

126,857 MM

Audiência Brasil em Fev/13 61.4 MM

(+11%YoY)

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© comScore, Inc. Proprietary. 7 #FiFBrasil

32.6

27.4

21.9 18.6

14.8

North America Europe Latin America Asia Pacific Middle East - Africa

Avera

ge H

ou

rs p

er

Vis

ito

r a M

on

th

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Tempo Gasto Online por Regiões

América do Norte e Europa passam mais tempo online

Worldwide

22.7

Brasil

29.7

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© comScore, Inc. Proprietary. 8 #FiFBrasil

29.7

21.9

20.4

18.8

16.9

16.0

15.9

15.2

12.1

Brazil

Latin America

Argentina

Peru

Venezuela

Colombia

Chile

Mexico

Puerto Rico

Avera

ge H

ou

rs p

er

Vis

ito

r/M

on

th

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Engajamento na América Latina

Brasileiros passam 29.7 horas/mês online (PC apenas)

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© comScore, Inc. Proprietary. 9 #FiFBrasil

Tempo Online por Faixa Etária Brasileiros até 35 anos passam mais tempo online do que a média em outras regiões

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

26.0

29.3

20.3

20.8

26.3

29.2

23.4

17.6

20.7

20.4

21.2

17.5

13.9

13.0

17.9

18.2

13.2

8.1

17.3

26.0

Worldwide

Brazil

Europe

North America

% o

f To

tal M

inu

tes

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

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© comScore, Inc. Proprietary. 10 #FiFBrasil

Audiência Online na América Latina

40% da audiência da América Latina (169MM) está no Brasil

68,138 24,840 17,981 12,604 9,226 6,099 5,569 1,466 1,353

Brasil Mexico Argentina Colombia Venezuela Chile Peru PuertoRico

Uruguay

To

tal U

niq

ue V

isit

ors

(000)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 11

Cenário Digital no Brasil

Page 12: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 12 #FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

Audiência da Internet no Brasil

Crescimento de 11% em Unique Visitors em 12 meses 71,9

45

73,0

71 79,7

03

80,0

14

Total Unique Visitors (000)

Cre

scim

en

to A

nu

al

+11%

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© comScore, Inc. Proprietary. 13 #FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

Perfil da Audiência Online no Brasil

65% do Total de Internautas Brasileiros têm menos de 35 anos

14.8%

25.0% 24.8%

17.4%

11.1%

6.9%

Pessoas: 6-14 Pessoas: 15-24 Pessoas:25-34 Pessoas: 35-44 Pessoas: 45-54 Pessoas: 55+

% Composition of Unique Visitors

Homens 51%

Mulheres 49%

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© comScore, Inc. Proprietary. 14 #FiFBrasil

Distribuição da Audiência em Regiões e Tempo Gasto

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

Região: Nordeste

26.2 Horas Online

17% YoY Growth

Região: Sudeste

26.2 Horas Online

10% YoY Growth

Região: Sul

27.9 Horas Online

10% YoY Growth

Região: Centro-oeste

26.0 Horas Online

11% YoY Growth

Região: Norte

26.2 Horas Online

9% YoY Growth

% População Online

5.2%

16.5%

53.0%

17.0%

8.2%

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© comScore, Inc. Proprietary. 15 #FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+

Distribuição da Internet Online por Estado

24,676

9,656

6,667

4,808

5,437

3,352

3,519

2,895

19,003

22,307

8,976

6,016

4,647

4,594

3,089

3,072

2,722

16,522

São Paulo

Rio de Janeiro

Minas Gerais

Paraná

Rio Grande do Sul

Santa Catarina

Bahia

Distrito Federal

Other

To

tal U

niq

ue V

isit

ors

(000)

Feb-14

Feb-13

+15%

+6%

+15%

+8%

+18%

+3%

+11%

+8%

+11%

Crescimento

Anual

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 16

Comportamento Online

Page 17: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 17 #FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

No Brasil, Social Networking possui o maior tempo gasto

O Total de Tempo Gasto na Categoria cresceu 6%

0

10,000

20,000

30,000

40,000

50,000

60,000

To

tal M

inu

tes (

MM

)

Social Networking Sports Portals Services Entertainment News/Information

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© comScore, Inc. Proprietary. 18 #FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

Evolução de grandes categorias no Brasil

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

To

tal U

niq

ue V

isit

ors

(000)

Entertainment Newspapers Retail Travel

Page 19: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 19 #FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+

Portais & Serviços: categorias com maior crescimento

77,139

76,157

72,519

70,323

68,289

31,405

56,737

69,079

66,483

65,955

62,794

68,655

32,831

52,733

Services

Portals

Social Media

Entertainment

Search/Navigation

Sports

News/Information

To

tal U

niq

ue V

isit

ors

(000)

Feb-14

Feb-13

+8%

-4%

-1%

+12%

+10%

+15%

+12%

YOY

Growth

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© comScore, Inc. Proprietary. 20 #FiFBrasil

95.2

70.9

57.2

51.2

51.1

43.4

40.6

39.3

34.3

32.8

31.6

31.1

30.8

27.1

22.6

12.0

92.6

77.9

62.3

35.2

51.5

21.2

32.7

38.5

36.3

29.8

26.7

29

24.8

29.9

26.6

17.9

Portals

News/Information

Technology

Education

Games

Government

Banking

Sports

Travel

Family & Youth

Classifieds

Health

Beauty/Fashion/Style

Automotive

Career Services and Development

Real Estate

% Reach in Brazil

% Reach Worldwide

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+

Alcance por Categoria

Page 21: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 21 #FiFBrasil

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Total Unique Visitors (000)

Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+

UVs cresceram na categoria Politics durante os protestos

42% de crescimento em Total de Minutos em Março vs Junho 2013

Page 22: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 22 #FiFBrasil

Top Propriedades no Brasil 7

4,5

37

66,4

60

54,0

99

52,9

53

49,3

29

47,8

57

46,2

11

40,9

04

29,1

88

26,8

39

34,9

46

30,3

74

14,7

94

16,0

72

12,9

08

8,8

28

9,0

81

8,6

01

4,1

53

2,9

06

GoogleSites

Facebook UOL MicrosoftSites

Globo Yahoo Sites R7 Portal Terra -Telefonica

IG Portal Grupo NZN

Total Unique Visitors (000) Average Daily Visitors (000)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

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© comScore, Inc. Proprietary. 23 #FiFBrasil

Domínios com grande crescimento durante 2013

1

1,4

98

5,6

20

8,2

19

7,3

84

663

6,1

14

5,4

16

5,2

02

4,7

95

2,6

60

139 2

,782

3,2

23

15,1

71

14,1

24

12,4

15

11,0

16

8,2

73

8,0

28

7,4

82

7,2

93

6,7

06

5,4

56

5,1

08

4,5

38

4,4

11

Total Unique Visitors (000)

Feb-2013 Feb-2014

Source: comScore Media Metrix®, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+

Page 24: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 24

Redes Sociais

Page 25: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 25 #FiFBrasil

78.4

77.3

77.2

72.0

69.5

66.6

64.9

64.8

63.1

62.9

Japan

Brazil

Taiwan

Indonesia

Uruguay

Spain

Thailand

Poland

Portugal

Turkey

% Reach

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

Brasil ocupa o segundo lugar no Mundo em relação ao

Alcance de Blogs

Page 26: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 26 #FiFBrasil Source: comScore Media Metrix®, February 2013- February 2014, Home and Work, PC Only, 15+

Maior engajamento com conteúdo de Redes Socias

Quase 13 horas em Fevereiro de 2014

775

346

0

100

200

300

400

500

600

700

800

900

Average Minutes per Visitor on Social Networking Sites

Brazil Worldwide

Page 27: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 27 #FiFBrasil

46,615 22,683 22,037 44,720

Brazil Mexico Argentina MX + AR

To

tal M

inu

tes (

MM

)

Facebook Total Internet

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+

Brasileiros passam mais tempo no Facebook do que

Mexicanos e Argentinos passam online juntos por mês

Page 28: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 28 #FiFBrasil

Ranking de Social Networks

LinkedIn, com crescimento de 11% ocupa o segundo lugar

65,957

11,841

11,375

7,903

5,088

4,857

3,159

2,752

FACEBOOK.COM

Linkedin

TWITTER.COM

TUMBLR.COM

ASK.FM

Orkut

BADOO.COM

Yahoo Profile

To

tal U

niq

ue V

isit

ors

(000)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

38.2

34.7

30.4

21.1

24.8

27.3

32.9

30.2

Median

Age

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© comScore, Inc. Proprietary. 29 #FiFBrasil

Divisão de tempo gasto em Redes Sociais no Brazil

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

FACEBOOK.COM 97.8%

Linkedin 0.2%

TWITTER.COM 0.7%

TUMBLR.COM* 0.6%

ASK.FM 0.5%

Orkut 0.3%

Other 2.2%

Page 30: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 30 #FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram

Audiências em Redes Sociais estão crescendo rápido

Total de interações no Facebook cresceu 26%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Total Monthly Interactions Across Top Facebook Pages in Brazil Brasil Pages

+26%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Total Number of Fans Across Brazil’s Top Pages Brasil Pages

+148%

262M

650M

65M

82M

Page 31: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary.

O uso do Instagram também cresce rapidamente

As marcas viram um crescimento de quase 900% desde Jan/13

January 2013 to April 2014 By the Numbers

Engaged Social Moments across Top Instagram Properties 21M

Total Pieces of Content Posted by Brazil’s Top Instagram Properties 18K

Actions per Media (average) 1,167

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Total Monthly Actions on Instagram across Brazil’s Top Properties Instagram in Brasil

+893%

375K

4M

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram

Page 32: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 32

Varejo

Page 33: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 33 #FiFBrasil

Crescimento do Varejo Online no Brasil

Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

46,000

48,000

50,000

52,000

54,000

56,000

58,000

60,000

62,000

Total Unique Visitors (000) Retail Category

+ 10%

Page 34: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 34 #FiFBrasil

75.5

67.5

77.7

World-Wide Latin America Brazil

% Reach

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

% Alcance e Engajamento na Categoria de Varejo

Maior alcance, espaço para crescimento de público mais engajado

11.0

7.4 7.3

World-Wide Latin America Brazil

Average Minutes per Visitor

Page 35: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 35 #FiFBrasil

Perfil Demográfico da Categoria de Varejo Quase 60% da audiência é composta por pessoas com menos de 35 anos no Brasil

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

26.0

32.4

29.3

26.3

27.9

29.2

20.7

19.6

20.4

13.9

12.3

13.0

13.2

7.8

8.1

Worldwide

Latin America

Brazil

% Composition Unique Visitors (000)

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

Page 36: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 36 #FiFBrasil

O que os compradores online estão buscando?

Source: comScore Segment Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

80.6

55.5

43.7

41.8

26.5

23.9

19.1

17.4

16.5

14.5

9.4

9.3

9.3

8.9

7.2

5.5

4.8

3.7

1.9

Consumer Electronics

Department Stores

SportsOutdoor

Apparel

Books

Computer Hardware

FragrancesCosmetics

Home Furnishings

Computer Software

Mall

Health Care

Movies

Toys

JewelryLuxury GoodsAccessories

Tickets

- Food

Consumer Goods

FlowersGiftsGreetings

Music

% Composition Unique Visitors

Page 37: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. 37 #FiFBrasil

MercadoLivre lidera a categoria no Brasil

23,861

19,602

14,905

13,959

11,046

11,017

9,389

7,602

7,588

6,873

6,337

5,536

5,456

5,300

4,595

MercadoLibre

B2W Digital

Buscape Company

Nova Pontocom

Wal-Mart

Netshoes Group

Alibaba.com Corporation

Magazineluiza.com.br

Maquina De Vendas

Livrariasaraiva.com.br

UOL Shopping

Dafiti Sites

Centauro.com.br

Apple.com Worldwide Sites

Amazon Sites

Total Unique Visitors (000)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

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© comScore, Inc. Proprietary. 38 #FiFBrasil

Buscape ainda lidera a categoria Comparison Shopping

UOL Shopping continua em segundo lugar

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 6+

14,905

6,337

2,854 2,493

Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping

Total Unique Visitors (000)

Page 39: 2014 Brazil Digital Future in Focus - ColdVectoragenciamarketingdigital.net/blog/2014_Brazil_Digital_Future_in... · Portals Social Media Entertainment Search/Navigation Sports News/Information

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 39

Vídeos Online

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© comScore, Inc. Proprietary. 40 #FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

Outubro 2013 foi o mês com mais Vídeos Assistidos

Vemos alguns outros picos em Março e Junho de 2013 160

177

161

156

Videos Viewed per Viewer

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© comScore, Inc. Proprietary. 41 #FiFBrasil

Vídeos Online no Brasil

YouTube ainda é o líder

62,384

39,348

19,561

17,498

16,918

14,728

11,749

10,753

7,264

Google Sites

Facebook

Globo

Maker Studios Inc.

VEVO

Warner Music

UOL

Vimeo

Yahoo Sites

Unique Viewers (000)

Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

3.2

3.8

7.9

7.3

19.5

11.6

30.2

23.2

85.1

Videos per Viewer

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© comScore, Inc. Proprietary. 42 #FiFBrasil

Crescimento Top Players de Conteúdo de Vídeo

Turner Digital e Facebook > 200%

Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

-2% 10%

25% 39%

52%

94%

121%

228%

262%

GoogleSites

UOL YahooSites

VEVO Globo WarnerMusic (w/history)

Vimeo Facebook TurnerDigital

Unique Viewers

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© comScore, Inc. Proprietary. 43 #FiFBrasil

A participação de outros players cresceu, enquanto YouTube

teve menos participação no total de vídeos do que em 2013

52.4

2.8

4.0

2.4

48.6

8.5

5.5

3.1

YOUTUBE.COM

Facebook

Globo

VEVO

% Share of Videos

Feb-2014 Feb-2013

Source: comScore Video Metrix®, February 2013 – February 2014, Home and Work, PC Only, Brazil 6+

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 44

Uso de Diversos Plataformas

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© comScore, Inc. Proprietary. 45 #FiFBrasil

78.3 88.1

14.5 9.3 6.7 2.5

0.5 0.1

U.S. Brazil

Platform Share of Page Hits

PC Mobile Tablet Other

Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+

Páginas Vistas por plataforma de acesso (excluindo Apps)

Android possui maior participação em comparação com US

41.0

14.5

53.6

71.7

1.7 5.0

U.S. Brazil

Mobile OS Share of Page Hits

iOS Android Windows

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© comScore, Inc. Proprietary. 46 #FiFBrasil

84.4 78.3

10.1 14.5

4.9 6.7

0.7 0.5

2013 2014

U.S.

PC Mobile Tablet Other

Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+

Plataformas de acesso por Page Hits

Participação de Mobile cresceu 132% no Brasil

93.9

88.1

4.0

9.3

2.0 2.5 0.1 0.1

2013 2014

Brazil

PC Mobile Tablet Other

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 47

Publicidade Online

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© comScore, Inc. Proprietary. 48 #FiFBrasil

Display Ads no Brasil por Veículo

Facebook continua em primeiro lugar

583,898,235

120,055,440

118,612,432

94,679,610

90,363,309

81,609,981

36,668,832

29,554,583

23,336,187

7,839,708

Facebook

UOL

Globo

Microsoft Sites

Terra - Telefonica

Google Sites

Yahoo Sites

R7 Portal

IG Portal

Grupo Abril

Display Ad Impressionsfrom Jan-Dec 2013

Source: comScore Ad Metrix®, Brazil 6+, 2013

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© comScore, Inc. Proprietary. 49 #FiFBrasil

Display Ads no Brasil por Anunciante

Netshoes foi o maior anunciante online em 2013

22,486,027

22,034,729

18,436,597

13,570,865

12,748,206

12,175,121

11,151,983

10,553,321

10,276,263

10,064,076

Netshoes

Dafiti

Netflix, Inc.

MRV

OLX Inc.

Microsoft Corp

Itau Unibanco

Globo

Unilever

Net ServiçosDisplay Ad Impressionsfrom Jan-Dec 2013

Source: comScore Ad Metrix®, Brazil 6+, 2013

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© comScore, Inc. Proprietary. 50 #FiFBrasil

Participação de Facebook em Display Ads

37.5

33

32.3

32

30.1

29.2

27.8

26.8

Brazil

México

France

UK

Canadá

Spain

United States

Germany

Source: comScore Ad Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

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© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 51

A Febre da Copa

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© comScore, Inc. Proprietary. 52 #FiFBrasil

0.0

0.5

1.0

1.5

2.0

2.5

3.0

% R

each

Fif

a.c

om

Latin America Middle East - Africa North America Europe Asia Pacific

Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 15+

Preparação da América Latina para a Copa do Mundo

Maior penetração em relação ao resto do mundo

FIFA

Confederations

Cup 2013 FIFA World Cup

2014

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© comScore, Inc. Proprietary. 53 #FiFBrasil

1.6

1.0

0.6

0.6

0.5

0.4

0.4

0.3

0.3

0.3

0.3

0.3

0.2

0.2

0.2

Uruguay

Brazil

Colombia

Canada

United Kingdom

Chile

Spain

Switzerland

Peru

Argentina

Venezuela

New Zealand

Belgium

Norway

Mexico

% Reach Fifa.com

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Uruguai e Brasil mostram maior visitação a Fifa.com

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© comScore, Inc. Proprietary. 54 #FiFBrasil

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Total Unique Visitors (000)

Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 6+

Impacto na categoria de Viagens

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© comScore, Inc. Proprietary. 55 #FiFBrasil

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Social Moments on Facebook World Cup Sponsors

+27%

5.5M

7M

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

Patrocinadores da Copa do Mundo no Brazil mostram

tendência positiva em relação a atividade dos usuários

Jan 2013 Apr 2014

Total Actions 5,511,942 7,019,147

(+27%)

Average Unique Engaged Audience 124,456 143,991

(+16%)

Posts (Total) 1,425 1,570

(+10%)

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© comScore, Inc. Proprietary. 56 #FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

Os Patrocinadores da Copa e seus Fans no Facebook

+ 52%

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000 Average # of Facebook Fans

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© comScore, Inc. Proprietary. 57 #FiFBrasil

Entre os patrocinadores, Nike & McDonald’s tem os posts

do Facebook com maior engajamento

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

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© comScore, Inc. Proprietary. 58 #FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

O Engajamento Médio por Tweet em Relação aos

Patrocinadores da Copa, cresce desde Novembro 2013

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16% Avg. Engagement/Tweet + 200%

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© comScore, Inc. Proprietary. 59 #FiFBrasil

Os seguidores das marcas patrocinadoras compartilham o conteúdo das marcas,

em média, quase 3 vezes mais do que em Fevereiro de 2013

0

1,000

2,000

3,000

4,000

5,000

6,000

+ 290%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

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© comScore, Inc. Proprietary. 60

Brasileiros continuam liderando o engajamento online, com usuários que navegam

29.7 horas por mês, 7 horas a mais do que a média mundial.

Brasil é a 5 maior audiência com 68.1 MM de Visitantes únicos em Fevereiro de 2014,

com crescimento de 11% em comparação a Fevereiro de 2013.

Em relação a total de minutos, ocupa o terceiro lugar com126,857 MM.

40% da audiência online na América Latina está no Brasil -169MM de Visitantes

Facebook lidera a categoria de Redes Sociais, seguido por Linkedin. Brasileiros

passam mais tempo no Facebook do que Mexicanos e Argentinos juntos online.

Android é o sistema operacional dominante, com 71.7% de participação.

A publicidade digital está crescendo, com mais de 1.6 trilhões de impressões em 2013

(display).

Pincipais Insights

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