Alex Banks A audiência brasileira em 2010

1© comScore, Inc. Proprietary and Confidential.

April 2011The 2010 Digital Year in Review: Brazil


comScore is a Global Leader in Measuring the Digital World

§

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comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics

The Only Global Measurementof Audience and E-commerce

170+ Countries Under Measurement43 Markets Reported

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§ The Internet Audience Worldwide


505.7

336.4

198.4 85.2 96.6

534.0

361.7

204.0 112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

Latin America Continues Audience Growth

§ Growth is flat in North America, European growth mostly driven by Russia

§ Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide

§ Growth in Brazil likely to also continue as more people move from shared-access environment to home & work use December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010Dec 2009

Worldwide Online Population in Millions(15+, Home & Work)

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010

1,222 1,324


Internet Users Age 15+ (MM)Online from Work or Home

China Surges Past the US

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

While US user growth has remained flat over the past year, China, Russia, and Brazil have

experienced impressive growth rates of 23%, 23% and 20%, respectively.


In Terms of Reach Worldwide, the Photos Category is Growing Fastest

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010

Key CategoriesReach of WW Population, 2009 vs 2010

85%

70%

68%

67%

64%

63%

60%

58%

57%

53%

81%

68%

66%

63%

62%

66%

59%

56%

51%

54%

Search/Navigation

Social Networking

Directories/Resources

Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

53%

51%

50%

46%

35%

33%

32%

31%

30%

29%

43%

50%

50%

45%

41%

32%

33%

34%

29%

30%

Photos

Games

Blogs

Business/Finance

Instant Messengers

TV

Sports

Auctions

Travel

Education20102009

+24%

+3%

---

+1%

-15%

+2%

-4%

-7%

+4%

-5%

Growth: +5%

+4%

+4%

+6%

+3%

-4%

+1%

+4%

+11%

-2%


Social Networking the Biggest Gainer in terms of Share of Time Spent Online. Instant Messengers and Email Lost Share

Key Categories: Share of Time Spent OnlineWW Population, 2009 vs 2010

3.1%

16.0%

2.2%

6.2%

3.5%

6.6%

2.4%

1.9%

0.8%

0.6%

3.0%

11.9%

1.9%

5.7%

3.1%

7.2%

2.5%

2.0%

0.8%

0.6%

Search/Navigation

Social Networking


Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

2.6%

3.8%

0.9%

1.5%

9.2%

0.6%

1.2%

1.6%

0.5%

0.7%

0.7%

3.9%

0.8%

1.6%

12.2%

0.5%

1.2%

1.7%

0.5%

0.7%

Photos

Games

Blogs

Business/Finance

Instant Messengers

TV

Sports

Auctions

Travel

Education 2010 Share2009 Share



Mobile On Track to Eclipse the Desktop

§ Source: Morgan Stanley Research

0

2

4

6

8

10

12

Number of Global Users (Millions)


§ The Internet Audience in Brazil


The Size and Engagement of the Brazilian Internet Audience

§ Brazil has the largest online population in Latin America– 45.1 million is currently the comScore estimate of 6+, home & work– Extended universe estimate is 77.3 million, larger than the total populations of

France and the UK (66 and 62 million, respectively) § The average Internet user in Brazil clocks 24.3 hours of usage per month

Internet Users (Millions) in Latin America

Total Hours Online per Visitor in Latin America

WW Avg: 22.4


40.0

17.8

12.8

12.3

7.3

3.8

2.9

1.2

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

24.3

24.1

25.0

20.1

22.8

24.7

19.8

17.1

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Online Audience Sizes in Latin America, 15+ Home & Work

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 to December 2010

Online Population Sizes (MM)Latin America

§ Brazil continues to show terrific audience growth: 20% from December 2009 to December 2010

33.3

14.8 12.5 9.86.7

2.2 1.1

40.0

17.812.8 12.3

7.33.8 2.9 1.2

Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico

2009 2010


33.3 33.8 34.2 34.8 35.3 35.9 36.4 37.0 37.5 38.1 38.7 39.3 40.0

1,966 1,978 1,848 2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163

-

500

1,000

1,500

2,000

2,500

0.05.0

10.015.020.025.030.035.040.045.0

Unique Visitors (MM) Visits (MM)

Brazilian Internet Population Growth & Consumption

Brazilian Internet Population Size and Total Internet Visits

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 to December 2010

§ Total Visits peaked in October for the presidential elections and remained high moving into November


Comparing Brazil to Other Countries Outside Latin America

§ The 15+ Home and Work Internet population in Brazil is similar in size to the Internet populations in India and the U.K.

§ Internet users in Brazil spend a similar amount of time online as users in France and South Korea but significantly more time than those in India and Italy

Internet Users (Millions) Total Online Hours per Visitor


41.9

41.6

40.0

38.6

30.2

23.0

22.7

France

India

Brazil

United Kingdom

South Korea

Canada

Italy

25.7

12.1

24.3

30.6

27.8

44.9

16.0

France

India

Brazil

United Kingdom

South Korea

Canada

Italy


§ Internet users in Brazil skew slightly young: 63% of the Internet audience in Brazil is between 15 and 35 years old

§ In comparison, only 53% of the global online population is in the same age group

Brazilian Online Population Skews Young

Composition of Internet Audience 15+


29.0%

33.6%

26.8%

33.7%

28.6%

26.0%

21.2%

20.0%

21.6%

10.7%

11.3%

14.2%

5.3%

6.6%

11.4%

Brazil

Latin America

Worldwide

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


However, it is “Less Young” than it was in 2009

Composition of Brazilian Internet Audience 15+2009 vs 2010

§ We are seeing a slight shift in the composition of the Brazilian audience: proportionally more users in older age groups

§ Typical of a developing Internet market

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010

31%

29%

34%

34%

21%

21%

9%

11%

5%

5%

Dec-09

Dec-10

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


Males

Females

Brazilian Online Audience – A Closer Look at Male & Female

§ Source: comScore Media Metrix, October 2010


A Look at National & Regional Online Audiences

§ Source: comScore Media Metrix, October 2010


Regional Internet Population Distribution and Average Usage

BR Region: Southeast68% of Online PopulationAverage 23.7 hours online

BR Region: Northeast11% of Online PopulationAverage 26.3 hours online

BR Region: South13% of Online PopulationAverage 25.9 hours online

BR Region: Center-west6% of Online PopulationAverage 23.9 hours online

BR Region: North2% of Online PopulationAverage 22.3 hours online

§ Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in Northeast and the South

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010


Brazil vs WW Reach of Key Categories

Reach of Key Categories

Brazilian and Global Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010

86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

85%

70%

63%

50%

35%

64%

67%

68%

58%

53%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

53%

59%

43%

41%

40%

40%

33%

25%

22%

57%

51%

60%

53%

46%

29%

32%

33%

30%

24%

Downloads

Games

News/Information

Photos

Business/Finance

Education

Sports

TV

Travel

Automotive BrazilWorldwide

104

104

97

81

91

138

126

101

85

90

Index: 101

121

120

142

204

109

102

94

103

113


South Region vs Brazil - Key Categories

Reach of Key CategoriesSouth Nation-wide

Brazilian nternet Audience 6+ accessing Internet from Home or WorkSource: comScore Media Metrix, Feb 2011


Growth in Reach of Almost All Major Online Categories in Brazil


Key CategoriesReach of Brazilian Population, 2009 vs 2010

86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

80%

78%

72%

65%

67%

64%

63%

62%

57%

56%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

59%

53%

43%

41%

40%

40%

33%

25%

22%

58%

59%

53%

37%

40%

41%

39%

32%

22%

22%

Downloads

News/Information

Games

Photos

Business/Finance

Education

Sports

TV

Travel

Automotive20102009

+2%

---

+1%

+17%

+5%

-4%

+1%

+2%

+14%

-1%

Growth: +7%

+10%

+5%

+9%

+5%

+9%

+9%

+3%

+5%

+7%


2010 was a Breakthrough Year for Online Banking

§ comScore World Metrix 2010

§ Overall category growth of 25% from Dec 2009 to Dec 2010 § Led by very impressive audience growth seen by Itau.com.br and Banco

do Brasil which each saw more than 50% growth in UVs


So, Who Were the Drivers of this Growth?

§ While the category’s audience was split relatively evenly across men (52%) and women (48%) in December 2010…

§ Persons under the age of 35 consumed 54% of the overall pages (in Dec 2009 the under 35 segment was responsible for 59%)

§ Brazilian Internet Audience 15+ accessing Internet from Home or Work

§ Source: comScore Media Metrix, December 2010


Group-buying Sites Showed Impressive Growth in Late 2010


Groupon in USA during 2010§ Group-buying sites have taken off in

Brazil and, based on what has been seen in the USA, are set to continue their growth in 2011.

§ Three major players in the space saw close to or more than 50% growth in unique visitors from August to October


63.8% 61.8%69.6% 63.9%

Brazil Worldwide

2009 Reach 2010 Reach

+9% +3%

Retail Continues to Grow in Brazil

Retail Sites% Reach

Retail SitesGrowth

§ Seven out of ten web users in Brazil visited a Retail site in December, a rate that is the highest in the region

§ Significant upside still remains, as Brazilians become more comfortable with shopping and buying online

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), Dec 2009 & December 2010

63.9%

54.2%

72.8%

85.5%

62.1%

69.6%

59.3%

62.7%

51.6%

58.1%

57.8%

60.3%

60.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Top Sites: Retail


29.9

26.7

21.6

13.4

9.5

7.6

7.3

7.1

7.1

6.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

22.3

12.6

4.6

2.2

9.7

10.0

10.2

8.5

9.1

7.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

§ Mercado Libre leads the retail category in reach, but Lojas Americanas and BuscaPe are only a few percentage points behind

§ In terms of time spent, comparison shopping sites lag behind a little § Brazilian sites clearly dominate the Top Ten

Top Retail Sites: Brazil% Reach

Top Retail Sites: BrazilAverage Minutes per User


Brazilians Rate Their Local Ecommerce Sites Very Highly

Share of Survey Respondents Stating that the Quality of Local Websites is Excellent/Very Good

§ Q4: How would you rate the quality of Local Websites when shopping online?

§ Base: Respondent makes purchases online.

Source: comScore Latin America E-Commerce Study, November 2010

§ In a custom survey recently conducted by comScore, Brazilians were more likely to agree that locally-developed shopping sites were excellent or very good

54%

38%44%

29%

39%

21%

Brazil Mexico Argentina Chile Colombia Peru


The World Cup’s Effect on the Sports Category

§ The Sports category saw a tremendous lift from the World Cup and managed to sustain this lift very well over the 2nd half of the year

§ Sports sites/channels including Lancenet.com.br, Terra Brasil Esportes & UOL Esporte saw their audiences increase in between 30%-40% from April to June

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), February 2009 to December 2010


22.2

13.3

12.1

9.5

4.7

4.7

2.8

2.5

1.9

1.2

Rede Globo Esportes

UOL Esporte

MSN Sports International

Terra Sports

LANCENET.COM.BR

Yahoo! Sports

GloboSat Esportes

ESPN

IG Esporte

Big Lead Sports By FSV

30.7

17.6

10.6

17.6

23.9

5.0

5.1

19.8

5.9

4.2

Rede Globo Esportes

UOL Esporte

MSN Sports International

Terra Sports

LANCENET.COM.BR

Yahoo! Sports

GloboSat Esportes

ESPN

IG Esporte

Big Lead Sports By FSV

Top Sites: Sports

Top Sports Sites: Brazil% Reach

Top Sports Sites: BrazilAverage Minutes per User

§ Rede Globo Esportes, led by Globoesporte, leads the category with 22% reach§ Usage on Rede Globo Esporte, is also heaviest, averaging 30.7 minutes/visitor§ Smaller, yet highly engaged audience seen on lancenet.com.br



Automotive Category Continues to Develop a Strong Audience


§ Category growth of 32% from December 2009 to December 2010§ Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br and

meucarronovo.com.br all showed significant growth during the year


The Travel Category Continues to “Take Off”

§ Was one of the leaders in 2010 with 49% category growth (7.4M to 11M)§ Persons under the age of 35 consumed 56% of the overall pages (in Dec 2009

the under 35 segment was responsible for 63%)


§ Source: comScore Media Metrix, December 2010


77.9% 67.6%85.3%

70.5%

Brazil Worldwide

2009 Reach 2010 Reach

+10% +4%

70.5%

47.9%

84.4%

89.8%

87.7%

85.3%

88.8%

89.7%

88.6%

91.7%

90.9%

88.9%

85.9%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Social Networking in Brazil and Around the World

Social Networking Sites% Reach

Social Networking SitesGrowth

§ The reach of the Social Networking category continues to be very high throughout Latin America

§ In Brazil, even with such a high reach, the category is amazingly still growing

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010


05,000

10,00015,00020,00025,00030,00035,000

Orkut in Brazil FACEBOOK.COM in Brazil

Unique Visitors

Dec-2009Dec-2010

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Orkut Worldwide FACEBOOK.COM Worldwide

Unique Visitors

Orkut Still Leads in Social Networking, but Facebook is Catching Up

+28%

+258%

-1%

+41%

Orkut and FacebookBrazil UV and Growth

Orkut and FacebookGlobal UV and Growth

§ Though Orkut is still the leading Social Network in Brazil, Facebook has been growing rapidly, and could potentially catch up or overtake Orkut at some point

§ Brazil is certainly Orkut’s main market; even with 28% growth in Brazil, Orkut’s total global audience declined by 1% over the past year

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010


A Closer Look at Facebook and Orkut Globally

Unique Visitors (000)

Reach Page Views (millions)

Avg Visits/ Visit

Avg Mins/ Visit

ORKUT

Worldwide 52,755 4% 23,050 22.3 8.1Brazil 31,279 78% 20,584 31.7 8.5

FACEBOOKWorldwide 662,420 50% 300,600 29.6 9.7Brazil 12,118 30% 813 10.5 3.6


§ Source: comScore Media Metrix, December 2009 and December 2010

§ If not for Brazil, it is quite possible that Orkut would not exist in 2011§ Almost 90% of the pages consumed on Orkut are consumed in Brazil§ Brazilians, however, visit Orkut on average more often than the world visits

Facebook


Less of the Facebook Audience in Brazil is Visiting Orkut

§ Cross-visiting seen in December 2009 (Total Audience, 15+)

§ Cross-visiting seen in December 2010 (Total Audience, 6+)

§ Brazilian Internet Audience, accessing Internet from Home or Work

§ Source: comScore Media Metrix, December 2009 and December 2010


A Closer Look at Orkut and Facebook in Brazil

38


Brazil is a Top Twitter Market

Top Twitter Markets by Percent Reach

§ Brazil was a close second in the list of top Twitter markets in December. Likely as a result of presidential election buzz, Brazil was #1 in October.



Visitation to Blogs is Very High in Brazil

News/Information Sites% Reach

Brazilian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010

BlogSites% Reach

50.0%

42.3%

55.1%

55.8%

62.9%

71.1%

60.4%

62.3%

55.4%

59.5%

66.9%

57.7%

46.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

60.3%

50.9%

67.4%

80.0%

56.5%

58.8%

54.9%

65.8%

50.9%

56.0%

55.8%

51.0%

50.8%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


The Impact of the Presidential elections

§ Significant increase in Total Visits to News/Info and Blogs categories seen in lead up to and during the President Election season

§ Total Visits to the Internet in Brazil were highest in Oct and Nov than during any other month in 2010

§ comScore World Metrix 2010 – panel-only


Election-focused Sites Saw a Tremendous Lift During October

§ Political coverage on both Terra and UOL increased by almost factors of 3x and 4x, respectively

§ Total Visits to these two sites increased from approx. 2.8M Total Visits to each in September to 6.6M and 9.6M in October, respectively

§ comScore World Metrix 2010 – panel-only


Elections Lifted Reach of Certain Content Categories in All Regions



How the Election Was Won?

% Composition Unique Visitors

[P] MINHAMARINA.ORG.BR [P] DILMA13.COM.BR [P] SERRA45.COM.BR

Persons: 15-24 29.7 28.6 30.1

Persons: 25-34 36.8 31.4 31.6

Persons: 35-44 16.2 18.3 14.8

Persons: 45-54 11.2 12.9 12.2

Persons: 55+ 5.0 7.5 10.1

All Males 47.6 56.4 61.0

All Females 52.4 43.6 39.0

Region BR: Center-west 5.3 6.5 4.8

Region BR: North 1.7 1.9 1.6

Region BR: Northeast 16.6 19.3 16.7

Region BR: South 9.1 9.7 10.1 Region BR: Southeast 67.3 62.5 66.7

§ comScore World Metrix, October 2010


Online Video in Brazil

Brazilian Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, December 2010

243MM

Unique Viewers

Percent of 15+ Internet Audience

Percent of Total Population

Total Videos

Total Hours of Video

Videos per Viewer

Hours per Viewer

33.5MM

23%

2.6B

79

7.3

84%


Youtube Audience as an Online Video Benchmark

§ Brazil’s unique audience to Youtube grew by more than 33% over the last year

Dez/2010Dez/2009


Video and Social Networking

Brazilian Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, December 2010

§ Even with such drastic differences in terms of size of the audience, almost three times as many videos are being watched within Facebook than Orkut

§ With video streaming showing such growth in Brazil, will this be another factor in the Facebook vs Orkut discussion over the coming years?


CountryUV

(000)

China 291,544

United States 180,920

Japan 73,002

Germany 49,336

Russian Federation 46,132

France 41,930

India 41,580

Brazil 39,966

United Kingdom 38,643

South Korea 30,205

Did You Know…


§ Brazil is the 8th largest Internet audience in the world (15+, H&W) Mexico is 16th and Argentina is 19th

§ The Brazilian online audience (15+, H&W) surpassed the UK in October

§ Brazil’s online audience consumes more pages than Australia, Italy, and Taiwan combined

§ In terms of Total Minutes 58.2B, Brazil is 9th out of the 43 countries covered by comScore – This is approximately 5.7M weeks spent online

§ Brazil consumes 3% of the world’s page views– the US consumes 20%, China 12%


Video recordings are available in English & Portuguese at comscore.com:

English: http://comscore.com/index.php//Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil

Portuguese: http://comscore.com/por/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil

For questions, please contact [email protected]

http://comscore.com/index.php/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil

http://comscore.com/por/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Brazil

mailto:[email protected]

Alex Banks A audiência brasileira em 2010

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