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fnbox, a Latin American technology company which focuses on creating global and scalable Internet businesses presents an internet market research & outlok on the Latin American Market. The study covers following topics: * Latin America: Rising Star of the Global Economy * Growing Internet Audience * Online Advertising: Booming Potential * E-commerce is Taking off * More Mobile Phones Than People * Latam’s Largest Market: Brazil * The Opportunity with U.S. Hispanics * Latam’s Online User’s Profile * Top Players in the Region
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Latam 2010-2011
1
2011 Latin AmericaInternet Market Research & Outlook
2011 Latin AmericaInternet Market Research & Outlook
• Latin America: Rising Star of the Global Economy
• Growing Internet Audience
• Online Advertising: Booming Potential
• E-commerce is Taking off
• More Mobile Phones Than People
• Latam’s Largest Market: Brazil
• The Opportunity with U.S. Hispanics
• Latam’s Online User’s Profile
• Top Players in the Region
2
Latin America will continue growing at higherrates than developed economies
Latam’s GDP growth for 2011-2012*:
• Argentina: 5%• Brazil: 4,3%• Chile: 5,8%• Colombia: 4,3%• Mexico: 4,1%• G7 countries: 2,04%• European Union: 1,7%
-10%
-5%
0%
5%
10%
15%
20%
2005 2006 2007 2008 2009 2010* 2011* 2012*
Real GDP (annual % change)
Major advanced economies (G7) European Union
China Argentina
Brazil Chile
3
Source: International Monetary Fund, Scotiabank Group
Top 14 Cities of Latam: All of them will climb in World GDP rankings
Latam Rank
City (Country)Current
Population
2010 GDP World Rank
2025 GDP World Rank
GDP per Capita (by
city)
1 Sao Paulo (Brazil) 20.800.000 8 6 $18.654
2 Mexico City (Mexico) 22.800.000 9 7 $17.105
3 Buenos Aires (Argentina) 14.800.000 12 10 $24.459
4 Rio de Janeiro (Brazil) 12.500.000 30 24 $16.080
5 Santiago (Chile) 6.050.000 51 50 $19.835
6 Brasilia (Brazil) 3.925.000 55 51 $28.025
7 Lima (Peru) 9.200.000 56 52 $11.848
8 Belo Horizonte (Brazil) 5.700.000 61 89 $10.702
9 Monterrey (Mexico) 4.350.000 63 58 $23.448
10 Bogota (Colombia) 8.850.000 64 61 $11.299
11 Porto Alegre (Brazil) 4.100.000 66 85 $16.098
12 Guadalajara (Mexico) 4.700.000 81 74 $17.234
13 Medellin (Colombia) 3.625.000 104 103 $13.793
14 Curitiba (Brazil) 3.300.000 113 112 $13.333
4
Source: PriceWaterhouseCoopers
Paris (6th) and Osaka (7th) will beovertaken in 2025 GDP by Mexico
City and Sao Paulo.
Buenos Aires will overtake Boston (12th) and Washington DC
(11th) by 2025 GDP.
Latam doubles the Worldwide growthrate of Online Population
According to eMarketer, the number of internet users in Latin America has been increasing at about double the rate of population growth.
32%
15%
8%8%
6%
3%
Middle East -Africa
Latin America Worldwide Europe Asia Pacific North America
Online Population Growth 2009-2010 (%)
5
Source: comScore
And Latam’s Online Population is far from saturation
Internet penetration in SouthAmerica is still relatively small
Online Populations of Latam willboom with increasing internetpenetration
78.20% 77.30%
42.80%
36.50% 36.20%31.60%
6.90%
Japan United States
Russia South America
Brazil China India
Internet Penetration (%)
6
Source: Internet World Stats
Most major markets in Latam have grown significantly
Eric Schmidt(Google’s former CEO):
“..internet usage has increased dramatically [in Latin America]. In
the last years, Brazil and Argentina are having the fastest
growth in the world. We are looking forward to make strong investments in both countries”
(April 2011 Interview – Diario Perfil)
33.3
14.812.5
9.86.7
2.2 1.1
40
17.8
12.8 12.3
7.3
2.91.2
Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
Audience growth in Latam2009-2010
2009
2010
+20% +21% +3% +26% +9% +27% +9%
7
Source: comScore
Latam’s Online Ads: in infant stages but with booming potential
Fastest-growing region in the world in online ad spending with a growth rate of 13.3% over the next five years. (Magna Global)
Online ad spending will more than double over the next four years, growing from $2 billion in 2010 to $4.2 billion in 2014. (eMarketer)
Latin America Online Advertising Spending Metrics,
2009-2014
(billions, % of total and % change)
2009 2010 2011 2012 2013 2014
Worldwide $ 55,2 $ 61,8 $ 68,7 $ 79,0 $ 87,4 $ 96,8
Latin America $ 1,7 $ 2,0 $ 2,5 $ 3,1 $ 3,6 $ 4,2
% of worldwide 3,0% 3,3% 3,6% 3,9% 4,1% 4,3%
% change 13,3% 23,1% 21,2% 24,6% 16,2% 16,2%
8
Source: eMarketer
Latam’s e-commerce is taking off...
1.9 34.9
7.510.6
15.6
21.8
27.6
34.5
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
2003 2004 2005 2006 2007 2008 2009 2010* 2011*E
-com
mer
ce a
s a
% o
f GD
P
US
$ B
illio
ns
E-commerce in LatAm
Sales E-commerce as a % of GDP
9
Source: :AmericaEconomia Intelligence
Growing 51% per year during the period 2003-2009
E-commerce has also grown in importance: it has increased as a percentage of GDP at an average rate of 34% per year.
And it will continue growing
By 2014, global e-commerce spending is projected to increase more than 90 percent. In Latin America, the amount spent online is projected to more than double.
10
Source: Euromonitor International
E-commerce by country
60.8%12.1%
4.7%
4.2%
4.0%
4.0%
2.9%2.7% 2.0%
1.3%
1.3%
Brasil
Mexico
Chile
Venezuela
Argentina
Caribe sin PR
Centro Am.
Puerto Rico
Colombia
Peru
Other
11
Source: :AmericaEconomia Intelligence
It’s not a matter of size…It’s about development
• Infrastructure
• Technology adoption
• Supply of goods and services
• Buying patterns and cultures
• Banking and credit card penetration
E-commerce categories in Latin America
The travel category is still the most important in Latin America
The retail category is growing the most
Paying taxes online has a high potential
Travel, 45%
Retail, 34%
International Retail, 13%
C2C, 6%
Taxes, 2%
Travel
Retail
International RetailC2C
Taxes
12
Source: :AmericaEconomia Intelligence
Credit Card Penetration
Brazil is the clear leader, but it’s still far behind penetration in developed countries
2 or less
4-5
7
10
19
Colombia, Mexico and Other
Argentina, Chile, Puerto Rico, Uruguay
Brazil Spain USA
Number of credit cards per 10 individuals
Latam's Leader
Non-Latam countries
13
Source: Fuente: Estudio Regional de Comercio Electrónico América Economía 2010
Latam: more mobile phones than people
According to Informa Telecoms & Media, Latin America will reach more mobiles than people by the end of 1Q11
Prepaid represents over 80%
331.5 354.6 375.5 396.2 415.6 432.7 450.7
57.3% 60.6% 63.4% 66.2% 68.6% 70.7% 72.9%
2009 2010 2011 2012 2013 2014 2015
Mobile Phone Users in Latin America 2009-2015
Mobile Phone Users
14
Source: eMarketerSource: eMarketer
40%
50%
60%
70%
80%
90%
2009 2010 2011 2012 2013 2014 2015
Mobile Phone User Penetration by Country, 2009-2015
Argentina Brazil Mexico Latin America
Latam’s largest market: Brazil
Brazil has nearly40% of Latam’sinternet users
It is the 8th largest internet audience in the world (15+, H&W). Mexico is 16th and Argentina is 19th
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 1,9781,848
2,155 2,113 2,153 2,1322,210 2,176 2,199
2,253 2,2522,163
Vis
its (M
M)
Uni
que
Vis
itors
(MM
)
Brazil: Internet Users and Total Visits
Unique visitors (MM) Visits (MM)
15
Source: comScore
Brazil’s e-commerce
Brazil’s e-commerce is expected to grow at a compound annual growth rate (CAGR) of 18% over the next five years.
According to Forrester Research, Braziliane-commerce is set to jump to 178% by 2016.
79.5
13.2
17.6
23
27+
2.8
4
5.2
6.7
9.4
11.3
2006 2007 2008 2009 2010 2011*
Billi
ons o
f US$
Mill
ions
of e
-con
sum
ers
E-consumer evolution in Brazil
E-consumers Sales
16
Source: Camara Brasileira de Comercio Eletronico
63.8% 61.8%
69.6%63.9%
Brazil Worldwide
Retail Sites Growth
2009 Reach 2010 Reach
+9%
+3%
Source: comScore
Social Networking in Brazil
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:In October 2010, Brazil was Twitter’s #1 market
77.9%
67.6%
85.3%
70.5%
Brazil Worldwide
Social Networking Sites Growth
2009 Reach 2010 Reach
+10%
+4%
17
22%
22%
21%
20%
19%
15%
14%
13%
13%
13%
13%
13%
12%
11%
10%
Brazil
Netherlands
Venezuela
Japan
Indonesia
Canada
Philippines
Argentina
Singapore
United Kingdom
Turkey
United States
Chile
Mexico
Colombia
Twitter.com Top 15 Markets by % Reach
Source: comScoreSource: comScore
Hispanics in the U.S.
Hispanics are the 1st minority of the U.S. with an approx. population of 50 million
That makes U.S. Hispanics the 2nd largest concentration of Hispanics in the world: only behind Mexico
65%
16%
13%
4% 2%
U.S. Population(by race, % of total)
White non-hispanic
Hispanic
Black
Asian
Multi-racial
18
200.9
49.7
39.9
14.4
5.4
White non-hispanic
Hispanic
Black
Asian
Multi-racial
2010 Population(Millions)
Source: U.S. Census Bureau Source: U.S. Census Bureau
Hispanics are a rapidly growing population…
According to U.S. Census Bureau projections, Hispanics will grow 167% (White Non-Hispanics will only grow 1%) from 2010 -2050, across all ages.
It is also projected that by 2050, Hispanics will account for 30% of the U.S. population. That’s almost double from their current percentage
49.757.7
66.475.8
85.996.8
108.2
120.2
132.8
16% 18% 19% 21% 23% 25% 27% 28% 30%
2010 2015 2020 2025 2030 2035 2040 2045 2050
Projections of the Hispanic Population(Millions)
Numer of hispanics in millions % of total population
19
Source: U.S. Census Bureau
With More Buying Power
212
489
978
1,330
5.0%6.8%
9.1% 10.2%
1990 2000 2009 2014
Hispanic Buying Power(in billions)
Buying power in billions % of total buying power
+36%
20
Source: Selig Center for Economic Growth, University of Georgia, International Monetary Fund
+130%
+100%
Hispanics’ percentage of buying power is expected to double in the period of 1990-2014
That’s twice to growth in percentage of non-Hispanics
In comparison, Brazilian’s buying power for 2009-2014 will grow over 30%
Compared to non-Hispanics, Hispanic adult Internet users…
...are younger:• On average, 8 years younger• Twice as likely to be 18-24• 50% more likely to be 25-35
…live in larger households:• On average, 1 person more per household (4 vs.
2.9)• 3x as likely to live in 5+ households
...are twice as likely to live in households with 3 or more children, and
...are 77% more likely to live in households with 3 or more employed adults
21
Larger households with more kids and
employed adults
AttractiveAudience
Source: Simmons NCS. Leading sources used: Interactive Advertising Bureau
Latam’s Online User’s Profile
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)
Average usage in Brazil, Mexico, Argentina, Chile and Peru outpace global average
24.3
24.1
25
20.1
22.8
24.7
19.8
17.1
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
Total hours online per Visitor in Latin America
Worldwide Average: 22.4
22
Source: comScore
Young People Drive InternetConsumption 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
23
26.6
20.8 21.2 21.9 22.422.4 22.821.3 21.8
24.223.2
0
5
10
15
20
25
30
15+ 15-24 25-34 35-44 45-54 55+
Average Time Online by AgeHours per Visitor
Latin America Worldwide
wor
ldw
ide
aver
age:
22.6
23
Source: comScore
Social Networks Reached 88% of Latin American Internet Users
Social Networks continue to be a centraltouch point of the Latin American webexperience
24
22%22%
21%20%
19%15%
14%13%13%13%13%13%
12%11%
10%
BrazilNetherlands
VenezuelaJapan
IndonesiaCanada
PhilippinesArgentinaSingapore
United …Turkey
United StatesChile
MexicoColombia
Twitter.com Top 15 Markets by % Reach
93.7%90.7%
90.2%89.5%
88.4%88.3%
87.8%87.4%
86.9%86.7%
83.4%82.6%
81.4%81.4%81.2%
PhilippinesTurkey
IsraelChile
MalaysiaArgentinaVenezuelaIndonesia
CanadaColombia
PeruMexico
United KingdomPuerto Rico
Finland
Facebook.com Top 15 Markets by % Reach
82.2%
67.6%
87.7%
70.5%
Latin America Worldwide
Social Networking Sites Growth
Dec 2009 Reach Dec 2010 Reach
+7%
+4%
Source: comScore
Source: comScore Source: comScore
Instant Messengers, Social Networking, and Blogs are Key in LatAm
88%
88%
76%
71%
68%
66%
64%
63%
62%
60%
85%
70%
63%
67%
35%
53%
68%
50%
64%
58%
Search/Navigation
Social Networking
Multimedia
Instant Messengers
Photos
Directories/Resources
Blogs
Retail
Community
Latin America Worldwide
57%
56%
55%
53%
35%
35%
31%
31%
22%
18%
60%
53%
57%
51%
46%
29%
32%
33%
30%
24%
News/Information
Technolgy
Downloads
Games
Business/Finance
Education
Sports
TV
Travel
Automotive
Latin America Worldwide
25
Reach of Key Categories
Source: comScore
Index: 104124121
1061961259412697
104
9410697
1037812199937676
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 February 2011. Brazil is also one of top markets with 6% reach
21%
12%
10%
9%
7%
6%
6%
6%
6%
5%
Argentina
Norway
Poland
Taiwan
Spain
United Kingdom
Italy
France
Brazil
Ireland
Groupon Top Markets by % Reach
26
Source: comScore
Top Players in the Region
Largest Online Commerce Platform in Latin America• IPO in August 2007 - $3.81 billion Market Cap (April 14th, 2011)• 2010: Revenues US$217 million – EBITDA $75 million• Stock performance (last 24 months): +300.69% (vs. Nasdaq: +66.43%)
Largest Shopping Comparison Website in Latin America• Acquired by Naspers in September 2009 for $374 million• More than 15 million products sold on over 60 thousand stores
Leading Provider of Online Classifieds in Latin America and Asia• Over 125 million unique visitors per month, presence in 90 countries in 40
languages• Naspers bought a controlling stake in August 2010 for approximately $200
million
Pioneer and Leader in Collective Purchases in Brazil• In nine months it registered over 5 million users and sold more than 2 million
vouchers, generating savings of over $ 120 million to its users• Received funding from Benchmark Capital and Monashees Capital (undisclosed
amount)27
Top Players in the Region (cont.)
Leading Job Portal in Latam• Acquired by Tiger Global in July 2007 for $15 million• $1 million EBITDA when acquired
Leading Travel Portal in Latam• Over $125 million sales in 2007• Has raised over $60 million in funding
Leading Social Gaming Company in Brazil• Over 20 million active players a month• Has raised over $46 million in funding
Leading Spanish/Portuguese social networking site• Over 50 million registered users• Raised over $6 million in funding
28
Gustavo VictoricaCFO
Federico YuFinance Analyst
For more information visit: http://www.fnbox.com
