Más contenido relacionado La actualidad más candente (11) Similar a Think Latin America: The State of the Internet (20) Más de Ccaps Translation and Localization (20) Think Latin America: The State of the Internet3. comScore Leverages Rich Panel Data to Deliver Unique and Broad
Digital Business Analytics
2 Million Person Panel The Only Global Measurement
360°
View of Person Behavior of Audience and E-commerce
170+ Countries Under Measurement
43 Markets Reported
© comScore, Inc. Proprietary and Confidential. 3 V0910
4. Some of Our Largest Clients in Latin America Include…
© comScore, Inc. Proprietary and Confidential. 4 V0910
6. Latin America Continues Audience Growth
Worldwide Online Population
(Millions)
Growth is flat in North America, European
growth mostly driven by Russia +8%
1,324
Growth in Latin America expected to continue 1,222
on the back of increased residential
broadband penetration region-wide
December 2009 December 2010
+6% Dec 2009
534.0 Dec 2010
505.7
+8%
336.4 361.7 +3%
+32% +15%
198.4 204.0
85.2 112.5 96.6 111.4
Asia Pacific Europe North America Middle East - Latin America
Africa
© comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010
7. Photos, Downloads, Multimedia Biggest Reach Gainers over Past Year
Key Categories
Reach of WW Population, 2009 vs 2010
52.7%
85.0% Photos +24%
Search/Navigation Growth: +5% 42.6%
80.8%
51.3%
70.5% Games +3%
Social Networking +4% 49.8%
67.6%
50.0%
68.3% Blogs ---
+4% 49.8%
Directories/Resour… 65.7%
45.5%
66.8% Business/Finance +1%
Multimedia +6% 45.2%
63.0%
34.7%
63.9% Instant Messengers -15%
Retail +3% 41.1%
61.8%
32.7%
63.1% TV +2%
e-mail -4% 31.9%
65.8%
31.5%
60.3% Sports -4%
News/Information +1% 32.8%
59.4%
31.1%
58.1% Auctions -7%
Community +4% 33.6%
55.8%
29.7%
56.9% Travel +4%
Downloads +11% 28.6%
51.3%
28.8% 2010
53.1% Education -5%
Technology -2% 30.4%
54.3% 2009
© comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
8. 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 Online
WW Population, 2009 vs 2010
3.1% 2.6%
Search/Navigation Photos
3.0% 0.7%
16.0% 3.8%
Social Networking Games
11.9% 3.9%
2.2% 0.9%
Directories/Resources Blogs
1.9% 0.8%
6.2% 1.5%
Multimedia Business/Finance
5.7% 1.6%
3.5% Instant 9.2%
Retail
3.1% Messengers 12.2%
6.6% 0.6%
e-mail TV
7.2% 0.5%
2.4% 1.2%
News/Information Sports
2.5% 1.2%
1.9% 1.6%
Community Auctions
2.0% 1.7%
0.8% 0.5%
Downloads Travel
0.8% 0.5%
0.6% 0.7% 2010 Share
Technology Education
0.6% 0.7% 2009 Share
© comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
10. Online Audience Sizes in Latin America, 15+ Home & Work
Significant growth in most markets in Latin America over the past year
Online Population Sizes (MM)
+20% Latin America
40.0
33.3
+21%
+3% +26%
17.8 +9%
14.8
12.5 12.8 12.3 +27% +9%
9.8
6.7 7.3
3.8 2.2 2.9 1.1 1.2
Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto
Rico
2009 2010
© comScore, Inc. Proprietary and Confidential. 10 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 to December 2010
11. The Size and Engagement of Latin American Internet Audiences
Brazil has the largest online population in Latin America
– 45.1 million is currently the comScore estimate of 6+, home & work
Average usage in Brazil, Mexico, Argentina and Peru outpace global average
Internet Users (Millions) in Total Hours Online per
Latin America Visitor in Latin America
WW Avg: 22.4
Brazil 40.0 Brazil 24.3
Mexico 17.8 Mexico 24.1
Argentina 12.8 Argentina 25.0
Colombia 12.3 Colombia 20.1
Chile 7.3 Chile 22.8
Peru 3.8 Peru 24.7
Venezuela 2.9 Venezuela 19.8
Puerto Rico 1.2 Puerto Rico 17.1
© comScore, Inc. Proprietary and Confidential. 11 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
12. Latin American Online Population Skews Young
Internet users in Latin America skew slightly young: 62% of the Internet audience
is between 15 and 35 years old
Composition of Internet Audience 15+
53%
Worldwide 27% 26% 22% 14% 11%
62%
Latin America 34% 29% 20% 11% 7%
15-24 25-34 35-44 45-54 55+
© comScore, Inc. Proprietary and Confidential. 12 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
13. Young People Drive Internet Consumption in Latin America
15-24 year olds in Latin America are the heaviest Internet users, outpacing every
other age group in Latin America as well as the global average for the age group
Average Time Online by Age
Hours per Visitor
26.6
24.2
23.0 22.4 22.8
21.2 21.8 21.9 22.4 23.2
20.8 21.3
Average 15+ 15-24 25-34 35-44 45-54 55+
Latin America Worldwide
© comScore, Inc. Proprietary and Confidential. 13 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
15. Social Networking, Instant Messengers and Blogs are Key in LatAm
Reach of Key Categories
88% 57%
Search/Navigation Index: 104 News/Information 94 60%
85%
88% 56%
Social Networking 124 Technology 106 53%
70%
76% 55%
e-mail 121 Downloads 97 57%
63%
71% 53%
Multimedia 106 Games 103
67% 51%
68% 35%
Instant Messengers 196 Business/Finance 78
35% 46%
66% 35%
Photos 125 Education 121
53% 29%
64% 31%
94 Sports 99 32%
Directories/Resources 68%
63% 31%
Blogs 126 TV 93
50% 33%
62% 22%
Retail 97 Travel 76 30%
64%
60% 18% Latin America
Community 104 Automotive 76
58% 24% Worldwide
© comScore, Inc. Proprietary and Confidential. 15 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
16. Social Networks Reached 88% of Latin American Internet Users
Social Networking Sites
Social Networks continue to be a central Dec 2010 % Reach
touchpoint of the Latin American web
experience, though with such high WW 70.5%
penetration rates, growth in reach is Asia Pacific 47.9%
flattening across the region Europe 84.4%
North America 89.8%
Latin America 87.7%
Social Networking Sites Brazil 85.3%
Growth
Mexico 88.8%
+7%
+4% Argentina 89.7%
82.2% 87.7%
67.6% 70.5% Colombia 88.6%
Chile 91.7%
Peru 90.9%
Latin America Worldwide Venezuela 88.9%
Dec 2009 Reach Dec 2010 Reach Puerto Rico 85.9%
© comScore, Inc. Proprietary and Confidential. 16 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
17. Six out of 15 top Facebook Markets are in Latin America
With the exception of Brazil, Facebook.com Top 15 Markets by % Reach
Facebook is the #1 Social Philippines 93.7
Network in every Latin
Turkey 90.7
American country under
Israel 90.2
measurement by comScore.
Chile 89.5
Brazil remains an Orkut
Malaysia 88.4
stronghold, though
Argentina 88.3
Facebook is making rapid
Venezuela 87.8
gains as well
Indonesia 87.4
Canada 86.9
Colombia 86.7
Peru 83.4
Mexico 82.6
United Kingdom 81.4
Puerto Rico 81.4
Finland 81.2
© comScore, Inc. Proprietary and Confidential. 17 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, January 2011
18. Latin America Also Represents A Number of Major Twitter Markets
Twitter.com Top 15 Markets by % Reach
Netherlands 22%
Brazil 22%
Venezuela 21%
Japan 20%
Indonesia 19%
Canada 15%
Philippines 14%
Argentina 13%
Singapore 13%
United Kingdom 13%
Turkey 13%
United States 13%
Chile 12%
Mexico 11%
Colombia 10%
© comScore, Inc. Proprietary and Confidential. 18 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
19. Photos Category Grew 27% in Latin America
Sharing photos is becoming a key Photo Sites
component of the Social Networking Dec 2010 % Reach
experience WW 52.7%
Ubiquity of digital cameras and cell phone Asia Pacific 28.8%
cameras, coupled with large youth Europe 67.0%
populations, also contribute to popularity North America 75.4%
of this category Latin America 65.7%
Photo Sites Brazil 42.7%
Growth
Mexico 75.8%
+27%
+24% Argentina 81.6%
65.7% Colombia 79.9%
51.7% 52.7%
42.6%
Chile 82.4%
Peru 77.1%
Latin America Worldwide Venezuela 80.2%
Dec 2009 Reach Dec 2010 Reach Puerto Rico 73.7%
© comScore, Inc. Proprietary and Confidential. 19 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
20. Social Networking spurs Photos Category Growth
The high growth in this category in almost every country is being driven by
Facebook Photos
Growth in Reach: Photo Sites
+52% +36% +16% +21% +16% +30%
82% 80% 82% 77% 80%
76% 74%
+17% 69% 68% 69%
60% 57%
50%
43%
37%
*
Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico
Dec 2009 Reach Dec 2010 Reach
Internet Audience 15+ accessing Internet from Home or Work
© comScore, Inc. Proprietary and Confidential. 20 Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
* comScore began reporting on the Peruvian market separately in August 2010
21. Lat Am IM Usage Remains High Despite Drop in Global Usage
Instant Messengers
Latin America boasts the highest Dec 2010 % Reach
percentage of Internet users using Instant WW 34.7%
Messengers – at a rate that is almost
Asia Pacific 18.7%
twice the global average
Europe 41.3%
North America 28.5%
Latin America 68.1%
Instant Messengers Brazil 70.8%
Growth Mexico 74.8%
-4%
Argentina 68.8%
70.7% 68.1% -15%
Colombia 64.5%
41.1% 34.7%
Chile 61.9%
Peru 79.3%
Venezuela 59.6%
Latin America Worldwide
Puerto Rico 31.0%
Dec 2009 Reach Dec 2010 Reach
© comScore, Inc. Proprietary and Confidential. 21 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
22. Lat Am Retail Site Reach of 62% is Nearly On Par with Global Average
Retail Sites
Among the Latin American countries, Dec 2010 % Reach
Brazil, Argentina, and Puerto Rico show WW 63.9%
the highest visitation to Retail sites Asia Pacific 54.2%
Europe 72.8%
North America 85.5%
Latin America 62.1%
Retail Sites Brazil 69.6%
Growth Mexico 59.3%
+4% +3% Argentina 62.7%
60.0% 62.1% 61.8% 63.9% Colombia 51.6%
Chile 58.1%
Peru 57.8%
Latin America Worldwide Venezuela 60.3%
Dec 2009 Reach Dec 2010 Reach Puerto Rico 60.6%
© comScore, Inc. Proprietary and Confidential. 22 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
23. Nonetheless, the Internet is Important in Making Buying Decisions
In a custom survey recently conducted by comScore in Latin America, almost all
state that the Internet has been important in providing them with information to
make buying decisions
Share of Survey Respondents Stating that the Internet has been Slightly
to Very Important in Providing Information to make Buying Decisions
97% 94%
91% 90% 91%
87%
Brazil Mexico Argentina Chile Colombia Peru
Q4a: In the past 3 months, how important has the Internet become in providing you
with information to help you make buying decisions?
Base: Respondent makes purchases online.
© comScore, Inc. Proprietary and Confidential. 23 Source: comScore Latin America E-Commerce Study, November 2010
24. Group-buying Sites Showed Impressive Growth in Late 2010
Group-buying sites have taken off in Latin America and, based on what has
been seen in the USA, are set to continue their growth in 2011
Argentina is Groupon’s top market, with one of every five web users visiting the
coupon site in December 2010
Groupon in USA during 2010 Groupon Top Markets by % Reach
© comScore, Inc. Proprietary and Confidential. 24 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix , December 2010
25. High Visitation Rates to Banking Sites from Venezuela, Chile, Brazil
Banking Sites
Venezuela, Chile, and Brazil post the Dec 2010 % Reach
highest visitation rates to Banking sites,
with rates above the global average WW 27.0%
Asia Pacific 17.4%
Global growth in this category has leveled Europe 35.4%
off. In Latin America, percentage growth North America 47.7%
is highest in Mexico and Argentina Latin America 25.7%
Banking Sites Brazil 32.4%
Growth Mexico 19.4%
+4% --
Argentina 25.5%
24.7% 25.7% 27.0% 27.0%
Colombia 21.4%
Chile 35.9%
Peru 24.2%
Latin America Worldwide Venezuela 42.2%
Puerto Rico 28.8%
Dec 2009 Reach Dec 2010 Reach
© comScore, Inc. Proprietary and Confidential. 25 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
26. Latin Americans Use the Web as a Main Channel for News,
on Blogs as well as “Traditional” News sites
News/Information Sites Blogs
Dec 2010 % Reach Dec 2010 % Reach
WW 60.3% WW 50.0%
Asia Pacific 50.9% Asia Pacific 42.3%
Europe 67.4% Europe 55.1%
North America 80.0% North America 55.8%
Latin America 56.5% Latin America 62.9%
Brazil 58.8% Brazil 71.1%
Mexico 54.9% Mexico 60.4%
Argentina 65.8% Argentina 62.3%
Colombia 50.9% Colombia 55.4%
Chile 56.0% Chile 59.5%
Peru 55.8% Peru 66.9%
Venezuela 51.0% Venezuela 57.7%
Puerto Rico 50.8% Puerto Rico 46.6%
© comScore, Inc. Proprietary and Confidential. 26 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
27. Web is a Key Channel for Entertainment in Latin America
Entertainment Sites
Visiting to Entertainment sites is uniformly Dec 2010 % Reach
high across the region, with penetration
rates similar to, or exceeding, the global WW 79.9%
average Asia Pacific 73.4%
Europe 85.2%
Roughly 4 of every 5 web users in Latin
North America 88.3%
America visited an Entertainment site
Latin America 81.6%
Entertainment Sites Brazil 79.3%
Growth Mexico 83.8%
+4% +5%
Argentina 81.9%
78.5% 81.6% 76.0% 79.9% Colombia 82.9%
Chile 84.6%
Peru 86.8%
Latin America Worldwide Venezuela 78.4%
Dec 2009 Reach Dec 2010 Reach Puerto Rico 76.2%
© comScore, Inc. Proprietary and Confidential. 27 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
28. Multimedia, Music, and Entertainment News Index Highest
A few entertainment categories receive more than their “fair share” of visitors
from Latin America: Music, Entertainment News, Multimedia and Radio rate
highest
Latin America vs Global Reach of Entertainment Subcategories
© comScore, Inc. Proprietary and Confidential. 28 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
29. Online Video Viewers in Mexico Watch the Most Video on Average
Average time spent watching online video in Latin America are still far lower than
averages in North America and Europe: for example, average time spent
watching video in the U.S. was 15.7 hours over the same time period
Given the region’s Online Video Viewing in Latin America
appetite for Average Hours per Viewer
Entertainment, expect
to see continued growth
in online video
consumption as
broadband penetration
continues to increase
Total Number of
Videos (MM): 2,972 1,813 942 541
© comScore, Inc. Proprietary and Confidential. 29 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix , January 2011
30. In Summary
• Latin America saw a 15% gowth in Online Users.
• The Latin American online audience skews slightly younger.
• Higher adoption of online consumption among younger populations indicate
additional growth in online users in the years to come.
• Social Networking saw the highest gains in consumption, although many other
sectors are on Par with Global average.
• Broadband penetration regionally will have a significant impact on the
accessibility of online video and online content overall.
© comScore, Inc. Proprietary and Confidential. 30
31. comScore.com in Latin America
Thank You!
Francisco Riedel
friedel@comscore.com
© comScore, Inc. Proprietary and Confidential. 31