1. TABLE OF CONTENTS
Executive Summary 2
Internet Usage 3
Advertising Spend 4
Internet Advertising 5
Social Media 6
Brazil
Advertising Spend 7
Internet Advertising 8
Social Media 9
Mexico
Source of all statistics:
Internet Usage 10
Internet Advertising 11
Social Media 12
Colombia
Advertising Spend 13
Internet Advertising 14
Social Media 15
About WSI 16

2. LATIN AMERICA Executive Summary
2010 – A Year of Economic Recovery
It is safe to say that 2009 was a year of economic crisis for
markets all over the world. As the "R" word resonated in
the minds of business owners everywhere, they began
tightening their budgets to adapt to the economic
challenges.
Participation in the recession is a choice, and companies
must challenge themselves to evaluate their businesses and
understand how they can change in order to surpass the
economic conditions.
Though 2009 was a year of hardship, many believe that
2010 will be a year of economic recovery. Over the past
year, Internet advertising spending in Latin America
increased, as spending through traditional advertising
venues, such as newspaper, radio and television shrank.
Trends indicate that the Internet will remain strong in 2010.
The #1 fastest growing advertising channel is the Internet,
and businesses need to re-invent their marketing strategies
and capitalize on this medium in order to rise above the
economic challenges.
This Internet Marketing Trends Report is a brief synopsis of
the current online marketing activities in Latin America, as
well as the projected trends for the coming years. The
report covers Internet usage and penetration, total
advertising spending, Internet marketing spending and
social media trends, specifically for the region’s largest
markets for adspend - Brazil, Mexico and Colombia.
For more information about WSI’s Internet marketing services,
please contact your local WSI Consultant.
Copyright ©2010 by Research and Management Page 2
WSI Internet Marketing Trends Report 2010

3. LATIN AMERICA Internet Usage
Internet Users in Select
Countries in Latin
America
 Brazil has the most Internet users
in Latin America with 31.9 million
as of September 2009
 Mexico is the 2nd largest market
for Internet usage in Latin America
(14 million)
 The study reports that there were
11.8 million people online in
Argentina and 9 million in Colombia
Communicating and Web
Surfing are the Most
Popular Online Activities
 The majority of Internet users in
Latin America (77%) use the Web
to communicate with others, either
through email, instant messaging
or social networks
 76% of respondents visit websites
for news, information,
entertainment, work or school
 Interestingly, 28% of Internet
users download digital content,
such as music, videos and graphics
Copyright ©2010 by Research and Management Page 3
WSI Internet Marketing Trends Report 2010

4. LATIN AMERICA Advertising Spend
Brazil, Mexico and
Colombia are the Largest
Markets for Adspend
 According to ZenithOptimedia,
Brazil is the region’s largest market
for adspend
 $11.57 billion was spent
advertising in Brazil in 2008
 Total advertising expenditure in
Mexico reached $5.43 billion,
putting Mexico in 2nd place in terms
of largest adspend
 Colombia falls close behind with
$3.83 billion in total adspend
Advertising Spending in
Latin America Rises
 Total advertising spending in Latin
America is expected to reach
$31.33 billion 2010 and increase
each year until 2012
 In 2011, $33.31 billion will be
spent advertising in Latin America
 ZenithOptimedia predicts that by
2012, total adspend in the region
will reach $35.62 billion
Copyright ©2010 by Research and Management Page 4
WSI Internet Marketing Trends Report 2010

5. LATIN AMERICA Internet Advertising
Online Advertising
Spending in Latin America
 In 2009, $690 million was spent
advertising online in Latin America, a
considerable increase over the $537
million that was spent in 2008
 This year, we can expect to see
online advertising in Latin America
reach $914 million
 Trends indicate that online adspend in
the region is expected to continue rising
steadily
The Internet Continues to
Take a Larger Share of
Total Adspend Dollars
 This year, the Internet’s share of
total adspend will reach 2.9% and
increase to 3.3% in 2011
 By 2012, ZenithOptimedia
predicts that 3.6% of total
advertising dollars will be spent
marketing online
 As the Internet continues to take
a larger share of total adspend,
spending on traditional channels
will naturally decline
Copyright ©2010 by Research and Management Page 5
WSI Internet Marketing Trends Report 2010

6. LATIN AMERICA Social Media
Social Network Site Users
in Select Countries in Latin
America
 A study by comScore reports that
social networking usage in Latin
America has increased in several
countries between 2007 and 2008
 As of 2008, 85.3% of Internet users
in Brazil were also social network
users (increase from 76% in 2007)
 73% of the online population in
Mexico were also on the social
networks as of 2008
 Almost 80% of the Colombian
online population used social
networking sites the same year
Online Social Network
Advertising Spending
 According to eMarketer,
approximately $10 million was
spent on social network advertising
in 2009
 This year, online social network
adspend is expected to reach
approximately $15 million
 By 2011, about $18 million will be
allocated toward advertising on
social networks in Latin America
Copyright ©2010 by Research and Management Page 6
WSI Internet Marketing Trends Report 2010

7. BRAZIL Advertising Spend
Internet Advertising Sees
the Most Growth in Brazil
 In 2009, Internet adspend growth
reached 21%, while adspend
growth on most other channels
declined or grew only marginally
 This year, spending growth will
increase across all channels,
however the Internet will see the
largest increase (29.2%)
 By 2011, online adspend will
grow by 25% in Brazil, while
spending on traditional channels
will only grow between 3-5%
Online Marketing Exceeds
Radio Advertising
 In 2009, $502 million was spent
advertising on the Internet in Brazil
 This year, Internet advertising
spending will surpass radio
advertising ($649 million compared
to $558 million to be spent on radio)
 In 2011, $811 million will be
allocated toward advertising online
and only $586 million toward radio
 Trends indicate that Internet
adspend is also quickly catching up
to magazine adspend
Copyright ©2010 by Research and Management Page 7
WSI Internet Marketing Trends Report 2010

8. BRAZIL Internet Advertising
Internet Adspend
Continues to Rise
 Internet advertising expenditure
as well as spending growth in Brazil
are expected to climb steadily
 According to ZenithOptimedia,
online advertising will grow 25% in
2011 and reach $811 million
 By 2012, online advertising
spending will reach $973 million,
an increase of 20% over 2011
Internet Advertising
Continues to Take a Larger
Share of Total Adspend
 Each year, the Internet will take up
a larger share of total advertising
dollars in Brazil
 This year, 5% of total adspend will
be allocated toward the Internet and
next year, this will increase to 5.9%
 By 2012, 6.5% of total advertising
dollars in Brazil will be spent
marketing on the Internet
 Traditional marketing channels will
see a natural decline in adspend
share as the Internet’s share
continues to grow
Copyright ©2010 by Research and Management Page 8
WSI Internet Marketing Trends Report 2010

9. BRAZIL Social Media
Social Networking Usage
in Brazil
 Brazil is 2nd in the world in terms
of average pages viewed per visitor
in the social networking category
 According to comScore, the
average social network user visited
on average 1,374 pages
 The same study also reports that
there are approximately 24.3
million social network site users in
the country
Top 10 Social Networking
Sites in Brazil
 The #1 social networking site in
Brazil is orkut (22.85 million unique
visitors as of September 2009)
 Facebook is the fastest growing
social network with a 407% increase
in unique visitors between 2008 and
2009
 Ning saw a considerable increase
in usage as well during this period
(329% increase in unique visitors)
 Twitter is the 3rd fastest growing
social site with 5.24 million unique
visitors in September 2009, a 120%
increase over the previous year
Copyright ©2010 by Research and Management Page 9
WSI Internet Marketing Trends Report 2010

10. MEXICO Internet Usage
More People Are Going
Online in Mexico
 This year, 35.6 million people in
Mexico will go online, consuming
31.6% of the country’s total
population
 In 2011, the Mexican online
population will increase to 39.5
million (34.7% of total population)
 eMarketer projects that 37.4% of
Mexico’s population will be online
in 2012 (43.0 million people)
Most Popular Web
Properties in Mexico
 According to comScore, the most
popular Web properties in Mexico
are based in the US
 The study reports that 10.79
million unique visitors came to
Microsoft sites (84.6% reach)
 Google sites were ranked in 2nd
place with 10.36 million unique
visitors coming to it, reaching 81.3%
of the population
 In 3rd place are Yahoo! sites, which
reached 54.6% of the population
(6.97 million unique visitors)
Copyright ©2010 by Research and Management Page 10
WSI Internet Marketing Trends Report 2010

11. MEXICO Internet Advertising
Online Advertising
Spending in Mexico
 Internet marketing spending in
Mexico reached $139 million in
2009, a $31 million increase over
the previous year
 In 2010, online advertising
spending in Mexico is expected to
increase again to $182 million
Online Advertising
Opportunity - Top 12 Web
Categories in Mexico
 Mexico shows a strong focus on
communication, such as email,
instant messaging and social
networking with a reach of 73.8%,
72.2% and 64.6% respectively
 52.3% of the Mexican online
population visit blogs, while 51.3%
visit reference sites
 Education sites reached
approximately 43.3% of Internet
users and newspaper sites saw a
total reach of 35.0%
 The considerable popularity of
these Web categories in Mexico
present a great opportunity for
online advertising through these
types of communication channels
and in these industries
Copyright ©2010 by Research and Management Page 11
WSI Internet Marketing Trends Report 2010

12. MEXICO Social Media
Top Social Networking
Sites in Mexico
 hi5.com and metroflog.com are 2
of the most popular social
networking sites in Mexico with a
reach of 30.8% and 30.1%
respectively
 Facebook falls in 3rd place with an
18.9% reach, while MySpace
reached 17.1% of the population
 Other social networks mentioned
in the study include sonico.com,
fotolog.com and wamba.com
Mexico has a Clear
Appetite for Multimedia
 According to statistics provided
by comScore, multimedia is very
important to Mexico’s online
landscape
 53.4% of the total population in
Mexico visit YouTube, putting the
country behind only Canada and
the UK
 The worldwide average reach for
YouTube is only 36.3%, meaning
Mexico’s engagement in YouTube is
above average
Copyright ©2010 by Research and Management Page 12
WSI Internet Marketing Trends Report 2010

13. COLOMBIA Advertising Spend
Internet Advertising
Growth Exceeds TV
Advertising Growth
 In 2009, Internet and TV
advertising were the only channels
that saw an increase in spending
growth in Colombia
 However, Internet adspend
growth was higher at 7.3% with TV
at 5.7% in 2009
 In 2010 and 2011, online adspend
growth will continue to remain
higher than traditional channels,
which will only grow between 1-4%
Advertising Expenditure
in Colombia by Media
 ZenithOptimedia reports that in
2009, $59 million was spent
advertising on the Internet in
Colombia
 This year, online advertising will
increase to $66 million and again in
2011 to $73 million
 Though television advertising still
dominates in Colombia, Internet
adspend growth trends indicate
that is it gaining more strength
each year
Copyright ©2010 by Research and Management Page 13
WSI Internet Marketing Trends Report 2010

14. COLOMBIA Internet Advertising
Online Adspend Growth
Recovers in 2010
 Though Internet advertising
spending growth declined in 2009
to 7.3% (from 12.2% in 2008), it
will bounce back in 2010
 This year, Internet adspend will
grow 11.2% and remain consistent
at this rate in 2011
 Online adspend growth will level
off at 10.9% in 2012
Internet Advertising
Spending Climbs Steadily
 $59 million was spent advertising
online in 2009, an increase of $4
million over 2008
 Advertisers in Colombia will
spend $66 million on Internet
advertising this year
 This number is projected to
increase to $73 million and $81
million in 2011 and 2012
respectively
 Trends indicate that Internet
advertising is becoming more
popular in Colombia as more
dollars are being allocated toward
this channel
Copyright ©2010 by Research and Management Page 14
WSI Internet Marketing Trends Report 2010

15. COLOMBIA Social Media
Colombia is Among the
Top 10 in Terms of Social
Networking Engagement
 According to a study by
comScore, Colombia was ranked
among the top 10 countries
worldwide with the highest
engagement in social networking
 A social network visitor in
Colombia spent approximately 4.1
hours per visit, placing the country
close behind the US in terms of
average hours per visitor
 The study also reports that a
Colombian social network visitor
viewed an average of 473 pages
Colombia is Ranked Top 3
for Facebook Usage
 Colombia is one of 3 countries
that lead all others in Facebook
penetration worldwide
 comScore reports that 84.2% of
Internet users in Colombia also use
Facebook
 The vast usage of Facebook and
other social networking sites in
Colombia present a considerable
opportunity for markers who
advertise on these social portals
Copyright ©2010 by Research and Management Page 15
WSI Internet Marketing Trends Report 2010

16. ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing solutions to
suit the needs of multiple industries. The company has the world’s largest Internet
Consultants’ network and a 100-person strong head office in Toronto, Canada. WSI Internet
Marketing Consultants have helped thousands of small and medium-sized businesses realize
their online marketing potential. By using innovative Internet technologies and advanced
digital marketing strategies, businesses can have a WSI Internet Marketing System tailored
to their individual needs to elevate their Internet presence and profitability to new levels.
The company has held the Number 1 spot in Entrepreneur Magazine’s Franchise 500 listing
under the Technology category for 10 years in a row under the technology category. With
the support and cooperation of its customers, franchise network, employees, suppliers and
charitable organizations, WSI aims to help make child poverty history through its global
outreach program (www.makechildpovertyhistory.org). For more information about WSI’s
offerings and business opportunities, please visit our website at www.wsicorporate.com.
The information herein is the property of Research and Management Corporate (RAM).
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