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Terra.com
20
Software house
Software reseller
IT consulting IT company
USA
China
Japan
UK
BRASIL
BRASIL TV
Digital Revolution Computers sold 2008 Millions
10
11
11.8
13
40.1
68.3
Source: Terra, IDC, Intel, AMD
Broadband Penetration
25%
25%
33%
19%
18% Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08
Households 2011E 2
40%
51%
52%
33%
31%
Dec-11E
60m
11m
5m
7m
12m
Source: 1. Terra Latino Digital Research and Terra estimates
2. United Nations World population prospects - Latin America and Caribbean
Latam.com
145 million internet users in Latam
27% of population Source: Terra Latino Digital Research
27%
14%
91%
D/E
C
A/B
Consumption power
Source: Terra Latino Digital Research
Mobile Penetration
78%
90%
93%
67%
80% Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08
Population 2011E 2
95%
102%
101%
81%
97%
Dec-11E
210m
41m
17m
29m
44m
Source: 1. Terra Latino Digital Research and Terra estimates
2. United Nations World population prospects - Latin America and Caribbean
3 hours watching videos 7 hours reading news
5 hours in social network 11 hours doing IM or chat
Time Spent
Source: Terra Latino Digital Research
Tools Activity
Source: Terra Latino Digital Research, comScore, NetRatings
Highest reach in social networks in the world: 60%
Highest reach in communications in the world 82% webmail 73% in messengers
94% of Brazilians use search and do 103 queries per month
55% have already published a picture or video
26% express opinion
48% consider posts relevant
Content Activity
Source: comScore
Digital Latino
#1 entertainment and information media
Early adopter, heavy user, addicted to the net
Need to be up to date and always on, connected with buddies
Aspiration: better future
NEW CONSUMER
Source: Terra Latino Digital Research
47 million Hispanics
1 in every 5 teens in America is Hispanic
Latino’s Digital DNA
HALF are online
Source: Terra Latino Digital Research
86
85
71
68
Adoption on par with GM
BROADBAND PENETRATION
MOBILE PENETRATION
0.4
1.1 BROWSING MOBILE
TIME SPENT WEEK
Source: Terra Latino Digital Research
SOCIAL TOOLS
SCREENS
PEOPLE
CONTENT
New media landscape
Digital Media Company Rules
CONTENT
New journalism Professional and Amateur
Video and Music
SOCIAL TOOLS
Allow social invade Social tools to spread content
Become social media
SCREENS
Embrace or die Seamless but behavioral
Not intrusive
PEOPLE
Center Control
Contribute
1.5 mm phones
22.8 mm people
40 mm videos watched
Biggest event ever
Source: Terra
150,000 comments
20,000 Fanzone
30% live
New behavior
Source: Terra
January 7
New records: Election
New records: Oscar
9 mm video unique visitors
5.5 mm social unique visitors
60 mm unique visitors
New audience
Source: Terra
20% up CTR
150,000 SMB’s
Safe UGC
environment
Involving brands
Source: Terra
February 7
Mobile ain’t fixed repetitive urgent bored
Mobile ad taking off 1.6% CTR
1.3 video watched per
session 14 minutes per session
1 mm unique visitors
Power to the masses
Source: Terra
1.4% CTR
Brand awareness
Mobile hotsites
Involving brands
Source: Terra
March 7
1 million free songs
Playlists, sharing
90 minutes per session
Music everywhere
Source: Terra
Customized radio
Radio ad format
Promotional
Involving brands
Source: Terra
April 7
1. New consumer: Digital Latino
2. New media landscape: Digital Media Companies
3. New brand opportunities: Digital Brands