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Sao Paulo, Brasil
November 2009
The State of the Internet in Brazil
Alexander Banks
Managing Director, Latin America
2© comScore, Inc. Proprietary and Confidential.
� In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region.
� Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.
� Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.
Middle East - Africa
Europe
North America
Asia Pacific
Latin America
Distribution of Worldwide Internet AudienceUS Internet Population vs. Rest of the World
Rest of the World
US
The US is No Longer the Center of the Online Universe
Source: comScore World Metrix, July 2009
3© comScore, Inc. Proprietary and Confidential.
Latin America Continues Audience Growth
� Growth is flat in North America, European growth mostly driven by Russia
� Asia continues rapid growth on a very large base
� Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide
Source: comScore Media Metrix, August 2008 to August 2009
960.21,165.2
Worldwide Online Population (Millions)
August 2008 August 2009
+4%
389.6
271.1
183.8
70.3 45.4
477.2
325.6
191.0
90.2 81.2
Asia Pacific Europe North America Latin America Middle East - Africa
Online Population by Region (Millions)+22%
+4%
+20%
+28% +79%
Aug 2009
Aug 2008
4© comScore, Inc. Proprietary and Confidential.
Internet Users Age 15+ (MM)
China Surges Past the US
210.2
167.1
66.9
42.5
38.1
36.9
35.0
33.2
31.0
28.8
22.6
21.2
19.2
18.9
13.6
China
United States
Japan
Germany
France
United Kingdom
India
Russian Federation
Brazil
South Korea
Canada
Italy
Spain
Turkey
Mexico
While US user growth has remained flat over the past year, China, Russia, and Brazil have
experienced impressive growth rates of 31%, 26% and 23%, respectively.
Source: comScore World Metrix, July 2009
Millions of Internet Users (15+, home & work locations)
5© comScore, Inc. Proprietary and Confidential.
The Majority of Top Properties’ Audiences Coming from Outside US
196
19264%
237
19770%
76%
73%
370
295
268
81%
66%
854
702
592
84%
77%
77%
US Audience Non-US AudienceTotal Worldwide
Unique Visitors (MM)
Source: comScore World Metrix, July 2009
�The top 10 Global Properties attract a majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites attain 84% of their audience from non-US countries.
�All top sites have experienced a shift in visitor composition to a more international audience: non-US visitors now represent 77% and 66% of Facebook’s and AOL’s visitors, respectively.
84%
6© comScore, Inc. Proprietary and Confidential.
How global online behavior has changed over the last year
Source: comScore Media Metrix
Share of Global Minutes on Key Online Categories, May 2008 vs. May 2009
Share of time Spent on Entertainment is growing the fastest
Instant Messengers and Conversational Media both boast significant usage time
7© comScore, Inc. Proprietary and Confidential.
What is social media?
� Social Media is…
– media designed to be disseminated
through social interaction
– a logical step in the ongoing evolution
of the interactive platform
– the key driver of the fast-growing Web
2.0 category (including blogs, social
networks, UGC sites etc.)
– the combination of communication
(email, messenger) media-sharing
(photos, music, video etc.) and/or
UGC (opinion, feedback)
– an umbrella term that defines the
various activities that integrate
technology, social interaction, and the
construction of words and pictures.
8© comScore, Inc. Proprietary and Confidential.
Everything from Twitter to Facebook to Digg to Linkedin to Youtube
Examples of social media software applications include:
� Communication Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox,
ExpressionEngine, Xanga
� Micro-blogging / Presence applications: Twitter, Plurk, Jaiku, fmylife
� Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg
� Events: Upcoming, Eventful, Meetup.com
� Collaboration Wikis: Wikipedia, PBwiki, wetpaint
� Social bookmarking: Delicious, Digg, StumbleUpon, Google Reader, CiteULike
� Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa
� Video sharing: YouTube, Vimeo, sevenload
� Livecasting: Ustream.tv, Justin.tv, Stickam
� Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter
� Reviews and Opinions Product Reviews: Yelp, epinions.com, MouthShut.com
� Virtual worlds: Second Life, The Sims Online, Forterra
9© comScore, Inc. Proprietary and Confidential.
Profile: Twitter
Source: comScore Media Metrix United States, July 2009
Many Twitter regulars opt to access the service
exclusively from their mobile devices after an initial visit to
Twitter.com…
Twitter audience in Brazil grew by a factor of almost 10 over a span of just 5 months (from 413k in March to nearly
3.6M in July of 2009)
Age
composition index UV
Income
+2,613%
UVs (000)
composition index UV
Who’s following who on Twitter?
10© comScore, Inc. Proprietary and Confidential.
“Last tweet?”
November 2009
The Brazilian Online Audience
Alexander Banks
Managing Director, Latin America
12© comScore, Inc. Proprietary and Confidential.
Internet audience in Latin America is to be taken seriously
� Brazil is the 9th largest Internet audience in the world (15+, H&W), Mexico 15th, Argentina 19th and Colombia 21st
� Home and work usage growing at significant rate – shared-access very strong
� In terms of total page views in July (15+ H&W) Brazil was 10th, ahead of Spain, India and Italy
� In July, Brazil consumed 3.2% of the world’s PVs, Mexico next with just over 1%
� Argentina (47.6) and Brazil (47.3) are both above the WW average in average visits to the Internet per visitor each month (47.2)
� The WW average percentage of 15-24 year-olds online is 27.6% (15+, H&W)
– Venezuela 50%
– Colombia 48%
– Mexico 47%
– Brazil 31%
– Argentina 27%
– Chile 27%
13© comScore, Inc. Proprietary and Confidential.
The size and level of engagement of the Brazilian Internet audience
� Brazil has the largest Internet population in Latin America, with more than 30
million home and work users, 15+ (total online pop. is approx 70M)
� The average Internet user in Brazil clocks 26.7 hours of usage per month, which
is nearly four hours more than the worldwide average
Source: comScore Media Metrix, September 2009
31.9
14.0
11.8
9.0
6.5
2.1
1.1
Brazil
Mexico
Argentina
Colombia
Chile
Venezuela
Puerto Rico
Internet User (Millions) in
Latin America
26.7
25.8
23.6
23.5
23.0
21.6
17.7
Brazil
Mexico
Chile
Venezuela
Colombia
Argentina
Puerto Rico
Total Hours Online per
Visitor in Latin America
WW Avg: 22.9
14© comScore, Inc. Proprietary and Confidential.
Comparison to other countries outside region
� The 15+ Home and Work Internet population in Brazil is similar in size to the
Internet populations in the Russian Federation and South Korea
� Internet users in Brazil spend a similar amount of time online as users in South
Korea and the United Kingdom but significantly more time than those in India and
the Russian Federation
Source: comScore Media Metrix, September 2009
37.3
35.8
34.7
31.9
29.2
22.9
United Kingdom
India
Russian Federation
Brazil
South Korea
Canada
Internet User (Millions)
28.6
11.3
15.8
26.7
32.4
40.1
United Kingdom
India
Russian Federation
Brazil
South Korea
Canada
Total Online Hours per Visitor
WW Avg: 22.9
15© comScore, Inc. Proprietary and Confidential.
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Turkey United Kingdom
Brazil China Russian Federation
India
Time Spent (mins) Pages Viewed
Less mature Internet audiences are less active online
� Average time spent online is an indicator of the state of development of internet
markets, and Brazil appears very similar to the UK in this regard
– Online ad spend in UK recently surpassed that of TV
Source: comScore World Metrix, September 2009
Average Time Spent and Pages Viewed per Unique Visitor per Month
16© comScore, Inc. Proprietary and Confidential.
Age breakdown of the Internet audience in Brazil
� Internet users in Brazil skew slightly young: 65% of the Internet audience in
Brazil is under 35 years old
� In comparison, only 54% of the global online population is under 35
Source: comScore Media Metrix ,September 2009
31.4%
35.5%
27.6%
33.6%
28.0%
26.4%
21.0%
19.0%
21.6%
9.1%
10.8%
14.0%
4.9%
6.7%
10.4%
Brazil
Latin America
Worldwide
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
17© comScore, Inc. Proprietary and Confidential.
Demographic profile of the Brazilian Internet audience - Sept 2009
18© comScore, Inc. Proprietary and Confidential.
Heavy users most visible in markets that are still maturing
� In all of the largest developing markets, heavy internet users account for a higher volume of total pages
� Russia has the highest page consumption disparity, with 73% of pages viewed by 20% of the population
Source: comScore World Metrix, August 2009
9% 11% 11% 10% 7% 4%
34% 31% 30% 30%24%
23%
57% 57% 59% 60%69% 73%
0%
20%
40%
60%
80%
100%
United Kingdom
Turkey China Brazil India Russian Federation
Heavy Users
Medium Users
Light Users
Share of Page Views by User Segment
19© comScore, Inc. Proprietary and Confidential.
How the world uses the Internet
� Source: comScore World Metrix, July 2009
20© comScore, Inc. Proprietary and Confidential.
How the Brazilian audience compares to the rest of the world in terms of reach and time spent in key content categories
Utility & Content Categories
“On-ramp” Categories Web 2.0 Categories
Entertainment Categories
Source: comScore Media Metrix September 2009
97
96
157
90
Portals
Search/Navigation
105
157
103
93
76
121
93
135
69
51
58
58
Instant Messengers
Retail
News/Information
Travel
Sports
97
112
125
66
176
127
Reference
Social Networking
Blogs
96
98
108
101
90
78
Entertainment
Multimedia
Online Gaming
21© comScore, Inc. Proprietary and Confidential.
Brazil: Highest-Indexing Web CategoriesIndex Compared to WW Reach
Highest-indexing sub-categories in Brazil
� Lifestyles and interests of the
Brazil internet user are reflected in
the sub-category visitation
– Gay/Lesbian
– Government
– Consumer Electronics
– Religion/Spirituality
– Sports/Outdoors
– Beauty/Fashion/Style
� Content preferences also align
with behavior typically seen by
newer Internet audiences
– Instant Messengers
– E-cards
– Information
– Job Search
251
200
196
194
192
183
183
183
172
157
143
142
139
138
138
Source: comScore Media Metrix September 2009
7.4
24.1
17.0
2.2
34.9
69.3
15.4
10.3
12.3
32.2
30.8
23.5
39.0
9.6
2.7
5.3
17.4
12.3
1.5
24.4
44.1
9.0
5.6
6.7
17.6
16.1
12.1
19.9
4.8
1.1
Job Search
Information
Kids
Pharmacy
Comparison Shopping
Instant Messengers
Beauty/Fashion/Style
Sports/Outdoor
Religion/Spirituality
Entertainment - News
Consumer Electronics
Radio
Government
e-cards
Gay/Lesbian
WW Reach Brazil Reach
22© comScore, Inc. Proprietary and Confidential.
Brazilian’s appetite for social networking is impressive
� Brazil is 2nd in the world in terms average pages per visitor in the social networking category (1,374), and 4th in the world in page views with over 33.4 billion (15+, H&W)
– 9.5B minutes spent in category also amongst the leading countries, sure to pass UK very soon
� Average visits per visitor per month is only exceeded by Canada, Israel and Turkey
– Brazilians Internet users, on average, visit the category 34 times a month
– UK and United States considerably less; 26 and 22 average visits a month
23© comScore, Inc. Proprietary and Confidential.
Orkut clearly leads the Social Networking category in Brazil
� Orkut, one of the top 3 web domains in terms of audience, continues to lead the way
– Almost 75% of Orkut’s total global page views comes from Brazil
– 33.1 average visits per visitor per month
– 33% of entire Orkut audience in Brazil is over the age of 35
– 66% of entire audience is over the age of 25
Source: comScore World Metrix, September 2009
43% 40%
20% 19% 18%12%
0%
10%
20%
30%
40%
50%
Social Networking Share of Total Pages
Country
Leading Social
NetworkReach
Turkey 81.3%
United Kingdom 74.1%
Brazil 71.4%
Russian Federation 46.8%
India 44.0%
China 24.0%
24© comScore, Inc. Proprietary and Confidential.
Is Facebook’s growth in Brazil hurting Orkut?
January 2009
September 2009
25© comScore, Inc. Proprietary and Confidential.
Brazilians also love Instant Messenger
� Brazil leads the world in Total Visits to the category
– almost 15% more than runner-up
� 12B Total Minutes spent in the category, second only to the US
26© comScore, Inc. Proprietary and Confidential.
The Top 25 most visited web domains in Brazil
� Google’s dominant presence clearly seen throughout Top 10
� Many Brazilian companies appear in Top 20 (UOL, Globo, Baixaki, iG, Abril, BuscaPe)
� Twitter, Bing, 4shared, MercadoLivre other notable inclusions
27© comScore, Inc. Proprietary and Confidential.
The Top 25 most visited web properties in Brazil
� Top 7 properties include large multi-nationals and leading portals
� Very strong performance seen from retail category (BuscaPe included)
28© comScore, Inc. Proprietary and Confidential.
In conclusion
� Brazilian Internet audience is…
– Highly engaged and fast-growing
– Relatively young, but maturing
– Consuming more and more sophisticated content
� Relatively strong reach for portals, social media, multimedia, government and retail
� Social networking and communication (IM) clear “enablers”
– stimulating overall Internet audience growth
– helping the migration of users from shared-access to H&W
� Social media should be fundamental part of any digital strategy
� Balanced audience demographics and diversity offers significant potential for advertising, content development etc.
� Content consumption, as well as audience profile, will move closer towards the global averages as audience continues to mature
November 2009
Tracking audience affinity
Alexander Banks
Managing Director, Latin America
30© comScore, Inc. Proprietary and Confidential.
Case study: Targeting the online audience
Two sites offering almost identical demographics…
30
31© comScore, Inc. Proprietary and Confidential.
…but their respective audiences show clearly
distinct preferences in terms of online content
31
32© comScore, Inc. Proprietary and Confidential.
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