ComScore SOI Argentina May2011 English

May 2011

State of The Internet with a Focus on Argentina

Sebastian Yoffe [email protected]

Country Manager Argentina & Uruguay, comScore, Inc.

mailto:[email protected]

2© comScore, Inc. Proprietary and Confidential.

Introduction

State of Internet Argentina


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170+ Countries Under Measurement

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360°View of Person Behavior

Web Visiting & Search Behavior Online

AdvertisingExposure

AdvertisingEffectiveness

Demographics,Lifestyles& Attitudes

Media & VideoConsumption

Transactions

Online& Offline

Buying

Mobile InternetUsage & Behavior

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Some of Our Largest Clients in Latin America Include…

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http://www.cnnexpansion.com/


Introduction

State of Internet Argentina


1,219 1,351

Latin America Continues Audience Growth

Growth is flat in North America, European

growth mostly driven by Russia

Growth in Latin America expected to continue

on the back of increased residential

broadband penetration region-wide

Growth in Latin America likely to also

continue as more people move from shared-

access environment to home & work use March 2010 March 2011

+11%

+15%

---

+5%

+32% +14%

Worldwide Online Population

(Millions)

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, March 2010 and March 2011

Mar 2011

Mar 2010

480.7

345.3

204.0

88.3 101.1

550.9

363.7

204.4

116.4 115.2

Asia Pacific Europe North America Middle East - Africa Latin America


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


Source: comScore Media Metrix, March 2010 to March 2011

Online Population Sizes (MM)

Latin America

Significant growth in most markets in Latin America over the past year

Growth in mature markets of Argentina and Chile flattening

34.8

15.5 12.7

10.5 7.0

2.4 1.2

41.5

18.7

12.9 12.7 7.3

3.9 3.0 1.3

Brazil Mexico Argentina Colombia Chile PeruVenezuela

Puerto Rico

Mar-10 Mar-11

+19%

+21%

+2% +21%

+5%+27%

+9%


25.7

25.1

27.4

23.2

22.3

24.7

21.0

17.3

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Argentina Posts Heaviest Online Usage in Latin America

Average usage in Argentina is four hours more than the global average

Consumers in markets with higher penetration rates and more broadband

availability typically spend more time online

Internet Users (Millions) in

Latin America

Total Hours Online per

Visitor in Latin America

WW Avg: 23.1


Source: comScore Media Metrix, March 2011

41.5

18.7

12.9

12.7

7.3

3.9

3.0

1.3

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Internet users in Latin America skew slightly young: 62% of the Internet audience

is between 15 and 35 years old, compared to 52% of the global online population

Argentina is a more mature Internet market – in more ways than one

Age Distribution in Argentina is Older Than Latin American Average

Composition of Internet Audience 15+



29%

33%

26%

25%

29%

26%

18%

20%

22%

14%

11%

14%

13%

7%

11%

Argentina

Latin America

Worldwide

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


Young People Drive Internet Consumption in Argentina

Average Time Online by AgeHours per Visitor

15-24 year olds in Argentina are the heaviest Internet users, outpacing every

other age group in Latin America as well as the global and regional average for

the age group



27.4

33.1

24.2 24.026.7 26.2

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

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

Argentina Latin America Worldwide


Young Males are Heaviest Internet Users in Argentina

Average Time Online by Age & GenderHours per Visitor

Among under-35s, males spend more time online than females. In the over-35

age segments, females are the heavier web users

15-24 year olds of both genders are the heaviest users overall

Typical demographic consumption pattern for Latin America

Argentinian Internet Audience 15+ accessing Internet from Home or Work


34.0

24.922.8

26.523.7

32.1

23.5 25.3 27.0 28.5

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

Males Females


91%

91%

74%

74%

71%

71%

71%

67%

63%

62%

73%

85%

61%

68%

69%

63%

36%

53%

63%

60%

Social Networking

Search/Navigation

e-mail

Multimedia

Directories/Resources

News/Information

Instant Messengers

Blogs

Retail

Community

57%

57%

56%

40%

38%

37%

31%

30%

27%

27%

58%

50%

54%

27%

32%

46%

35%

31%

31%

26%

Downloads

Games

Technology

Photos

Sports

Business/Finance

TV

Education

Travel

AutomotiveArgentina

Worldwide

99

113

104

144

121

81

89

97

88

103

Instant Messengers, Social Networking, and Blogs are Key Online

Categories in Argentina

Reach of Key Categories



Index: 126

106

121

109

103

112

198

126

100

104


9 out of 10 Argentinian Web Users Visited a Social Networking Site

Social Networking Sites

March 2011 % Reach

Social Networking Sites

Growth

Social Networking is the top category in

Argentina, reaching 91 percent of the web

population

Growth of 12 percent over the past year

outpaces regional and global growth of

the category


Source: comScore Media Metrix (Panel Only), March 2011

82% 83%69%

91% 89%73%


Mar 2010 Reach Mar 2011 Reach

+12% +6%+7%

73%

53%

84%

89%

89%

80%

84%

91%

89%

92%

93%

89%

86%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Argentina is among countries that spend the largest share of their

online time on Social Media

Philippines

39%

Argentina

29%

Italy

28%Malaysia

31%

Japan

4%

Netherlands

12%

South Korea

7%

France

14%

Selected countries with highest and lowest share of total time spent on Social Networking


Source: comScore Media Metrix, February 2011


Social Networking Emerges a Key Driver of PC-based Web Usage

Social

Networking:

30%

IM: 18%

E-mail: 7%Multimedia: 6%

2% each:Search/Navigation

Retail

1% each:Sports

Chat

Community

Blogs

Music

Business/Finance

Downloads

Telco



News/Info: 4%

Online Gaming: 3%

All Other:

21%


Argentina is #5 Facebook Market, #7 Twitter Market by Reach

Facebook.com Top 15 Markets by % Reach Twitter Top 15 Markets by % Reach



93.9

91.0

90.9

90.2

89.2

88.4

87.5

87.2

86.9

86.2

85.6

84.2

81.0

80.7

80.3

Philippines

Israel

Turkey

Chile

Argentina

Malaysia

Indonesia

Peru

Colombia

Venezuela

Canada

Mexico

Finland

Norway

Puerto Rico

26.8

26.6

23.7

22.0

21.0

18.0

18.0

16.6

16.1

16.0

15.1

14.7

14.6

14.3

13.5

Netherlands

Japan

Brazil

Indonesia

Venezuela

Canada

Argentina

Turkey

Philippines

Singapore

United Kingdom

Mexico

Colombia

Chile

United States


Retail Site Visitation from Argentina Among Highest in the Region

Retail Sites

March 2011 % Reach

Retail Sites

Growth

Along with Brazil, Argentina has the

largest share of its web population visiting

Retail sites– unsurprising given the

relative maturity of the market, and

greater overall spending power

While Retail site reach has declined in

Latin America over the past year, it has

stayed flat in Argentina



62% 65% 63%63% 62% 63%



+1% ---5%

63%

56%

71%

81%

62%

63%

56%

63%

54%

57%

56%

57%

61%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Visiting to Individual Retail Subcategories are Below Global Averages



Argentina vs Regional & Global Reach of Retail Subcategories

18.3%

12.3%

10.3%

9.6%

6.2%

4.9%

3.9%

3.9%

3.8%

2.9%

18.1%

19.9%

12.4%

11.0%

7.9%

8.9%

3.5%

2.6%

3.1%

6.2%

16.8%

21.6%

16.5%

12.4%

9.3%

18.3%

4.4%

3.6%

4.6%

7.9%

Consumer Electronics

Comparison Shopping

Computer Hardware

Computer Software

Books

Apparel

Flowers/Gifts/Greetings

Retail - Music

Tickets

Department Stores

Argentina

Latin America

Worldwide

2.8%

2.1%

2.0%

1.8%

1.6%

1.5%

1.4%

1.4%

1.3%

1.1%

6.5%

3.3%

2.0%

1.4%

1.8%

2.0%

2.2%

1.6%

2.6%

2.2%

6.1%

4.6%

3.1%

5.3%

4.9%

6.8%

6.0%

3.8%

4.7%

4.4%

Sports/Outdoor

Fragrances/Cosmetics

Toys

Retail - Food

Consumer Goods

Home Furnishings

Health Care

Jewelry/Luxury Goods/Accessories

Mall

Retail - Movies


Nonetheless, the Internet is Important in Making Buying Decisions

Share of Survey Respondents Stating that the Internet has been Slightly

to Very Important in Providing Information to make Buying Decisions

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.

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

In a custom survey recently conducted by comScore in Latin America,

respondents in Argentina were more likely to agree that the Internet has been

important in providing them with information to make buying decisions

87% 91%97%

90% 94% 91%

Brazil Mexico Argentina Chile Colombia Peru


Coupon Sites Have Seen Tremendous Growth in Argentina

Coupon Sites

March 2011 % Reach

Coupon Sites

Growth

Groupon-type sites have rapidly

increased in popularity over the past year.

It is a global phenomenon, but growth in

Latin America, and particularly in

Argentina, has been especially dramatic

Groupon itself entered Argentina market

relatively early



8%

3%

11%

20%

10%

14%

7%

15%

4%

13%

6%

1%

2%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

0.2% 0.4%4%

15%10% 8%



+8274% +101%+2715%


Strong Appetite for News/Info Sites in Argentina

News/Info Sites

March 2011 % Reach

News/Info Sites

Growth

News/Info sites have their most avid

regional audience in Argentina. Reach of

71% is far above the regional and global

average for visiting to the category

Category reach increased by 10% over

the past year, outpacing global growth



63%

57%

68%

77%

61%

56%

55%

71%

59%

58%

63%

55%

55%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

65% 62% 61%71% 61% 63%



+10% +3%-2%


44.3

31.6

13.4

12.9

10.3

10.0

9.7

7.5

5.7

5.5

Grupo Clarin

Grupo La Nacion

MSN News

Yahoo! News Network

Grupo Infobae

Grupo Perfil

La Voz Del Interior

LACAPITAL.COM.AR

ELMUNDO.ES

Uno Medios

65.0

26.3

4.5

6.6

64.3

32.4

24.8

20.4

3.0

26.4

Grupo Clarin

Grupo La Nacion

MSN News

Yahoo! News Network

Grupo Infobae

Grupo Perfil

La Voz Del Interior

LACAPITAL.COM.AR

ELMUNDO.ES

Uno Medios

Top Sites: News/Info Sites

Top Newspaper Sites: Argentina% Reach

Top Newspaper Sites: ArgentinaAverage Minutes per User

Grupo Clarin is the #1 News/Info property in Argentina, visited by 44.3 percent of

web users, who spend an average of 65 minutes on the property’s sites




High Growth, but Visitation to Travel Sites Still Low Compared to

Global Average

Travel Sites

March 2011 % Reach

Travel Sites

Growth

Though Argentina boasts among the

highest reach to Travel sites in the region,

its reach of 27% is still far below regional

averages in Europe and North America

Growth has been substantial, however,

with a 12% increase in reach YOY,

compared to global & regional growth



24% 25%31%27% 25%

31%



+12% -2%-1%

31%

22%

42%

45%

25%

23%

24%

27%

22%

20%

25%

22%

28%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Top Sites: Travel

Online travel agencies Despegar-Decolar and Expedia are most popular in

Argentina, but with overall reach of the category still very low, reach for even the

most popular sites are still in the single digits



4.0

3.9

2.6

1.8

1.8

1.7

1.5

1.5

1.2

1.1

Despegar-Decolar Sites

Expedia Inc

RUTA0.COM

COMOVIAJO.COM

AEROLINEAS.COM.AR

Priceline.com Incorporated

LanChile S.A.

ARGENTINATURISMO.C…

TURISMOENTRERIOS.C…

VIAJEROS.COM

9.5

5.2

7.0

5.4

11.1

10.8

11.6

2.7

5.8

4.8

Despegar-Decolar Sites

Expedia Inc

RUTA0.COM

COMOVIAJO.COM

AEROLINEAS.COM.AR

Priceline.com Incorporated

LanChile S.A.

ARGENTINATURISMO.C…

TURISMOENTRERIOS.C…

VIAJEROS.COM

ARGENTINANURISMO.COM.AR ARGENTINATURISMO.COM.AR

TURISMOENTRERIOS.COM.AR TURISMOENTRERIOS.COM.AR

Top Travel Sites: Argentina% Reach

Top Travel Sites: ArgentinaAverage Minutes per User


Visitation to Auto Sites Is By Far the Highest in Region

Automotive Sites

March 2011 % Reach

Automotive Sites

Growth

At 27% reach, visiting to Automotive sites

from Argentina is highest in the region,

outpacing the regional average of 20%

reach

Growth in this category has been

substantial over the past year, with a 20%

lift over year ago



22% 21%26%27%

20%26%



+20% ----3%

26%

18%

36%

37%

20%

21%

15%

27%

18%

20%

13%

20%

19%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Top Sites: Automotive

Top Automotive Sites: Argentina% Reach

Top Automotive Sites: ArgentinaAverage Minutes per User

Individual sites in the category are only attracting single-digit reach, indicating

that interest in the topic/category is highly fragmented– consumers may be

visiting to shop for new cars, buy or sell used cars, compare auto features, or

simply to see the latest models

Usage is heaviest on deautos.com and autofoco.com



8.2

4.8

4.5

2.7

2.6

1.9

1.6

1.5

1.4

1.3

MercadoLibre Autos …

AUTOFOCO.COM

DeMotores

MSN Autos

DEAUTOS.COM

Volkswagen

General Motors

AUTOS.COM.AR

FOROCOCHES.COM

PSA Peugeot Citroën

9.0

16.5

14.6

4.7

16.9

4.4

7.2

5.0

1.5

4.4

MercadoLibre Autos …

AUTOFOCO.COM

DeMotores

MSN Autos

DEAUTOS.COM

Volkswagen

General Motors

AUTOS.COM.AR

FOROCOCHES.COM

PSA Peugeot Citroën

MercadoLibre Autos Argentina MercadoLibre Autos Argentina


Significant Upside Remains for the Banking Category in Argentina

Banking Sites

March 2011 % Reach

Banking Sites

Growth

Visiting to Banking sites in Argentina lags

behind Chile and Venezuela, though

growth is steady with a 6% YOY increase

Significant room for growth remains for

banks to establish & grow their online

presence in Argentina



23% 26% 28%25% 24% 27%



+6% -5%-10%

27%

18%

36%

45%

24%

29%

13%

25%

17%

34%

25%

32%

28%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


7.0

5.6

5.2

3.6

2.9

2.9

1.9

1.8

1.6

1.5

Grupo Santander

REDLINK.COM.AR

PAGOMISCUENTAS.COM

Grupo BBVA

Banco Nacion

BANCOGALICIA.COM.AR

BANCOMACRO

BAPRO.COM.AR

HSBC

BANCOPATAGONIA.CO…

21.0

18.3

8.8

15.9

6.4

20.4

13.3

4.7

15.0

17.0

Grupo Santander

REDLINK.COM.AR

PAGOMISCUENTAS.COM

Grupo BBVA

Banco Nacion

BANCOGALICIA.COM.AR

BANCOMACRO

BAPRO.COM.AR

HSBC

BANCOPATAGONIA.CO…

Top Sites: Banking

Top Banking Sites: Argentina% Reach

Top Banking Sites: ArgentinaAverage Minutes per User

Grupo Santander leads visiting in this category with 7 percent reach, and

average usage of 21 minutes per month

Reach of competing ATM/billpay networks RedLink and PagoMisCuentas are

similar, but consumers spend an average of 10 minutes more time on Red Link

than on Pago Mis Cuentas




Argentina and Brazil Are Heaviest Sports Site Visitors in the Region

Sports Sites

March 2011 % Reach

Sports Sites

Growth

38 percent of web users in Argentina

visited a Sports site in March, a rate

matched only by equally sports-hungry

Brazil

This category grew by 8% over the past

year, compared to declines of 5% for the

region and the global average reach



35% 35% 33%38% 33% 32%



+8% -5%-5%

32%

23%

37%

46%

33%

38%

25%

38%

28%

25%

23%

21%

22%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


14.1

11.1

6.9

4.4

4.2

3.0

2.4

2.2

2.2

1.4

OLE.COM.AR

Gran DT

CANCHALLENA.COM

Yahoo! Sports

ESPN

RIVERPLATE.COM

Terra Sports

TYCSPORTS.COM

FOXSports.com on MSN

LAGRANDT.COM

69.6

47.0

12.0

3.3

14.4

13.3

4.7

42.6

3.3

9.6

OLE.COM.AR

Gran DT

CANCHALLENA.COM

Yahoo! Sports

ESPN

RIVERPLATE.COM

Terra Sports

TYCSPORTS.COM

FOXSports.com on MSN

LAGRANDT.COM

Top Sites: Sports

Ole.com.ar is Argentina’s top sports site, with 14.1% reach, and with average

usage of more than an hour per month

TV channel TyCsports.com also posts impressive usage despite lower reach



Top SportsSites: Argentina% Reach

Top SportsSites: ArgentinaAverage Minutes per User


Visiting to Sports Sites Got a Persistent Boost from World Cup

01,0002,0003,0004,0005,0006,0007,000

Argentina: Unique Visitors (000) to Sports Sites

Traffic to Sports sites got a boost in June for the World Cup, and since then

visiting to the category has remained high




Large Appetite for Online Entertainment in Argentina

Entertainment Sites

March 2011 % Reach

Entertainment Sites

Growth

85 percent of web users in Argentina

visited an Entertainment site in March.

While slightly behind Peru and Mexico for

visitation, this rate represents an 8% lift

over last year

This category will continue to grow as

broadband penetration increases



80%

74%

85%

86%

83%

81%

86%

85%

83%

84%

88%

78%

78%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

78% 80% 76%85% 83% 80%



+8% +5%+3%


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 14.7 hours over the same time period

Online Video Viewers in Argentina Watch the Least Video on Average

Total Number of

Videos (MM): 3,113 1,880 987 562

Online Video Viewing in Latin America

Average Hours per Viewer


Source: comScore Video Metrix , March 2011

Given the region’s

appetite for

Entertainment, expect

to see continued growth

in online video

consumption as

broadband penetration

continues to increase

8.6

10.5

8.3 8.6

Brazil Mexico Argentina Chile


ARGENTINA: ONLINE SEARCH ACTIVITY

Searchers

12.5 million unique searchers

96.7% of Internet population

Average 175 searches per searcher

Searches

2.2 billion searches

2.6 billion search result pages

619 million search visits

Share of Searches by Property


Source: comScore qSearch, March 2011

Facebook, 6%

Microsoft Sites, 3%

Yahoo! Sites, 1%

All Other, 1%

Google Sites

89%


Argentina’s Average Search Rate is One of the Highest in the World

Other Latin American countries are among the world’s heaviest searchers –

indicating a propensity to use search engines (especially Google) as a portal for

their web activity


Source: comScore qSearch, March 2011

233

232

203

185

178

175

168

164

162

154

150

149

148

148

147

Colombia

Poland

Peru

Turkey

Mexico

Argentina

Venezuela

Canada

United Kingdom

Philippines

Brazil

Ireland

Chile

Belgium

Finland

Average Searches per Searcher


ARGENTINA: Segmentos Heavy, Moderate, Light

Los usuarios de Internet heavy consumen la vasta mayoría de páginas.

Participación de Visitas Totales, Minutos y Páginas por Intensidad de Uso de Internet

Audiencia Argentina, 15+ accediendo a Internet desde Hogar o Trabajo

Fuente: comScore Segment Metrix, Marzo 2011

50%

16% 10% 11%

30%

34%

28% 31%

20%

50%62% 58%

Unique Visitors Visits Minutes Pages

Heavy

Moderate

Light


Cookie Deletion is a Global Reality … and a Global Challenge

Ad Server Cookies Web Site Cookies

Country

Percent of

computers

deleting

Average # of

cookies per

computer

for same

campaign

Percent of

computers

deleting

Average # of

cookies per

computer

for same

web site

Lat Am 43% 8.4 33% 4.6

Argentina 45% 8.5 36% 4.4

Brazil 43% 8.8 32% 4.1

Chile 43% 7 30% 3.8

Colombia 45% 7.1 35% 4

Mexico 43% 8.1 31% 4.5

Peru 45% 10.1 34% 5.2

Venezuela 43% 6.6 32% 3.9

Source: comScore Study: “The Impact of Cookie Deletion

on Site-Server and Ad-Server Metrics in Latin America”

May 2011

Thank You!

www.comscore.com

Follow us! Twitter: @comScore @comScoreLATAM

Sebastian Yoffe, [email protected]

Country Manager Argentina & Uruguay, comScore Inc.

mailto:[email protected]

Documents

ComScore SOI Argentina May2011 English