Estado da Internet no Brasil - ComScore

February 2011

The Brazilian Online Audience

2© comScore, Inc. Proprietary and Confidential.

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170+ Countries Under Measurement

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The Internet Audience Worldwide


505.7

336.4

198.4

85.2 96.6

534.0

361.7

204.0

112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

Latin America Continues Audience Growth

Growth is flat in North America, European

growth mostly driven by Russia

Growth in LatAm expected to continue on

the back of increased residential broadband

penetration region-wide

Growth in Brazil likely to also continue as

more people move from shared-access

environment to home & work use December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010

Dec 2009

Worldwide Online Population in Millions

(15+, Home & Work)

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2009 and December 2010

1,222 1,324


Internet Users Age 15+ (MM)

Online from Work or Home

China Surges Past the US


Source: comScore Media Metrix, December 2010

291.5

180.9

73.0

49.3

46.1

41.9

41.6

40.0

38.6

30.2

23.0

22.7

22.6

21.1

China

United States

Japan

Germany

Russian Federation

France

India

Brazil

United Kingdom

South Korea

Canada

Italy

Turkey

Spain

While US user growth has remained flat over

the past year, China, Russia, and Brazil have

experienced impressive growth rates of

23%, 23% and 20%, respectively.


In Terms of Reach Worldwide, the Photos Category is Growing Fastest


Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

Key Categories

Reach of WW Population, 2009 vs 2010

85%

70%

68%

67%

64%

63%

60%

58%

57%

53%

81%

68%

66%

63%

62%

66%

59%

56%

51%

54%

Search/Navigation

Social Networking

Directories/Resources

Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

53%

51%

50%

46%

35%

33%

32%

31%

30%

29%

43%

50%

50%

45%

41%

32%

33%

34%

29%

30%

Photos

Games

Blogs

Business/Finance

Instant Messengers

TV

Sports

Auctions

Travel

Education2010

2009

+24%

+3%

---

+1%

-15%

+2%

-4%

-7%

+4%

-5%

Growth: +5%

+4%

+4%

+6%

+3%

-4%

+1%

+4%

+11%

-2%


Social Networking the Biggest Gainer in terms of Share of Time Spent Online.

Instant Messengers and Email Lost Share

Key Categories: Share of Time Spent Online

WW Population, 2009 vs 2010

3.1%

16.0%

2.2%

6.2%

3.5%

6.6%

2.4%

1.9%

0.8%

0.6%

3.0%

11.9%

1.9%

5.7%

3.1%

7.2%

2.5%

2.0%

0.8%

0.6%

Search/Navigation

Social Networking


Multimedia

Retail

e-mail

News/Information

Community

Downloads

Technology

2.6%

3.8%

0.9%

1.5%

9.2%

0.6%

1.2%

1.6%

0.5%

0.7%

0.7%

3.9%

0.8%

1.6%

12.2%

0.5%

1.2%

1.7%

0.5%

0.7%

Photos

Games

Blogs

Business/Finance

Instant Messengers

TV

Sports

Auctions

Travel

Education2010 Share

2009 Share




Mobile On Track to Eclipse the Desktop

Source: Morgan Stanley Research

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

Desktop

Mobile

Number of Global Users (Millions)


Browsing Audience Larger than App Audience in USA… Mostly

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Top 10 Mobile Content CategoriesBrowser v. AppUS, April 2010

Browser

App

Product: MobiLens

Data: Three month average ending April 2010


A Quick Look at the Top Genres for Mobile Browsing in the USA

Product: MobiLens

Data: Three month average ending June 2010

Country: US – N=32,009

47.8%

46.5%

42.0%

37.1%

36.1%

30.0%

29.5%

28.2%

24.1%

23.1%

21.6%

21.0%

20.4%

20.1%

17.2%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Search

Personal Email

Social Networking

Weather

News

IM

Sports Information

Entertainment News

Work Email

Photo or Video Sharing

Maps

Tech News

Stock Quotes or Financial News

Movie Information

General Reference

Top Genres for Mobile Browsing

News and Weather Genres

Communicating and Sharing

Other


United States - Digital Year in Review (2010)

The heaviest individual online spending day of

the year was Cyber Monday (Monday, Nov 29,

2010) at $1.028 billion.

First time on record that online retail spending

surpassed $1 billion in a single day.

Facebook surpassed each of the Top 3 largest

web properties in the past year, capturing the

#1 ranking for time spent in August 2010.

Facebook now accounts for 11.1% of time

spent online in the U.S., up from 5.5% percent

a year ago.

Major milestones in mobile were crossed

during the year as smartphone adoption

reached 1 in 4 mobile Americans and 3G

penetration crossed the 50 percent threshold,

signaling that the mobile industry has reached

a point of no return.


A Few Excerpts from US Digital Year in Review (2010)


The Internet Audience in Brazil


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 1,978 1,848

2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163

-

500

1,000

1,500

2,000

2,500

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Unique Visitors (MM) Visits (MM)

Brazilian Internet Population Growth & Consumption

Brazilian Internet Population Size and Total Internet Visits

Brazilian Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, December 2009 to December 2010

Total Visits peaked in October for the presidential elections and remained high

moving into November


The Size and Engagement of the Brazilian Internet Audience

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)

The average Internet user in Brazil clocks 24.3 hours of usage per month

Internet Users (Millions) in

Latin America

Total Hours Online per

Visitor in Latin America WW Avg: 22.4



40.0

17.8

12.8

12.3

7.3

3.8

2.9

1.2

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

24.3

24.1

25.0

20.1

22.8

24.7

19.8

17.1

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


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


Source: comScore Media Metrix, December 2009 to December 2010

Online Population Sizes (MM)

Latin America

Brazil continues to show terrific audience growth: 20% from December

2009 to December 2010

33.3

14.812.5

9.86.7

2.2 1.1

40.0

17.8

12.8 12.37.3

3.8 2.9 1.2

Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico

2009 2010


Comparing Brazil to Other Countries Outside Latin America

The 15+ Home and Work Internet population in Brazil is similar in size to the

Internet populations in India and the U.K.

Internet users in Brazil spend a similar amount of time online as users in France

and South Korea but significantly more time than those in India and Italy

Internet Users (Millions) Total Online Hours per Visitor



41.9

41.6

40.0

38.6

30.2

23.0

22.7

France

India

Brazil

United Kingdom

South Korea

Canada

Italy

25.7

12.1

24.3

30.6

27.8

44.9

16.0

France

India

Brazil

United Kingdom

South Korea

Canada

Italy


Internet users in Brazil skew slightly young: 63% of the Internet audience in

Brazil is between 15 and 35 years old

In comparison, only 53% of the global online population is in the same age group

Brazilian Online Population Skews Young

Composition of Internet Audience 15+



29.0%

33.6%

26.8%

33.7%

28.6%

26.0%

21.2%

20.0%

21.6%

10.7%

11.3%

14.2%

5.3%

6.6%

11.4%

Brazil

Latin America

Worldwide

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


However, it is “Less Young” than it was in 2009

Composition of Brazilian Internet Audience 15+

2009 vs 2010

We are seeing a slight shift in the composition of the Brazilian audience:

proportionally more users in older age groups

Typical of a developing Internet market



31%

29%

34%

34%

21%

21%

9%

11%

5%

5%

Dec-09

Dec-10

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


Brazilian Online Audience – A Closer Look at Male & Female

Source: comScore Media Metrix, October 2010


Youngest Users are the Heaviest Users

Average Time Online by Age & Gender

Users 15-24 in Brazil spent the most time online; males and females in that age

group spent an equal amount of time online, an average of 28.5 hours in

December

Women 35-44 and 45-54 spent more time online than their male counterparts



28.5

22.3 22.3 21.823.3

28.5

21.7

24.6 23.621.6

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

Male

Female


A Look at National & Regional Online Audiences

Source: comScore Media Metrix, October 2010


Regional Internet Population Distribution and Average Usage

BR Region: Southeast

68% of Online Population

Average 23.7 hours online

BR Region: Northeast



BR Region: South



BR Region: Center-west



BR Region: North



Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in

Northeast and the South




Brazil vs WW Reach of Key Categories

Reach of Key Categories

Brazilian and Global Internet Audience 15+ accessing Internet from Home or Work


86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

85%

70%

63%

50%

35%

64%

67%

68%

58%

53%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

53%

59%

43%

41%

40%

40%

33%

25%

22%

57%

51%

60%

53%

46%

29%

32%

33%

30%

24%

Downloads

Games

News/Information

Photos

Business/Finance

Education

Sports

TV

Travel

AutomotiveBrazil

Worldwide

104

104

97

81

91

138

126

101

85

90

Index: 101

121

120

142

204

109

102

94

103

113


Growth in Reach of Almost All Major Online Categories in Brazil



Key Categories

Reach of Brazilian Population, 2009 vs 2010

86%

85%

75%

71%

71%

70%

68%

64%

60%

60%

80%

78%

72%

65%

67%

64%

63%

62%

57%

56%

Search/Navigation

Social Networking

e-mail

Blogs

Instant Messengers

Retail

Multimedia


Community

Technology

59%

59%

53%

43%

41%

40%

40%

33%

25%

22%

58%

59%

53%

37%

40%

41%

39%

32%

22%

22%

Downloads

News/Information

Games

Photos

Business/Finance

Education

Sports

TV

Travel

Automotive2010

2009

+2%

---

+1%

+17%

+5%

-4%

+1%

+2%

+14%

-1%

Growth: +7%

+10%

+5%

+9%

+5%

+9%

+9%

+3%

+5%

+7%


2010 was a Breakthrough Year for Online Banking

comScore World Metrix 2010

Overall category growth of 25% from Dec 2009 to Dec 2010

Led by very impressive audience growth seen by Itau.com.br and

Banco do Brasil which each saw more than 50% growth in UVs


So, Who Were the Drivers of this Growth?

While the category’s audience was split relatively evenly across men (52%) and

women (48%) in December 2010…

Persons under the age of 35 consumed 54% of the overall pages (in Dec 2009

the under 35 segment was responsible for 59%)




Group-buying Sites Showed Impressive Growth in Late 2010


Groupon in USA during 2010

Group-buying sites have taken off in

Brazil and, based on what has been

seen in the USA, are set to continue

their growth in 2011.

Three major players in the space saw

close to or more than 50% growth in

unique visitors from August to October


63.8% 61.8%69.6% 63.9%

Brazil Worldwide

2009 Reach 2010 Reach

+9% +3%

Retail Continues to Grow in Brazil

Retail Sites

% Reach

Retail Sites

Growth

Seven out of ten web users in Brazil

visited a Retail site in December, a rate

that is the highest in the region

Significant upside still remains, as

Brazilians become more comfortable

with shopping and buying online


Source: comScore Media Metrix (Panel Only), Dec 2009 & December 2010

63.9%

54.2%

72.8%

85.5%

62.1%

69.6%

59.3%

62.7%

51.6%

58.1%

57.8%

60.3%

60.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Top Sites: Retail



29.9

26.7

21.6

13.4

9.5

7.6

7.3

7.1

7.1

6.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

22.3

12.6

4.6

2.2

9.7

10.0

10.2

8.5

9.1

7.0

MercadoLibre

Lojas Americanas

BuscaPe.com Inc.

UOL Shopping

NETSHOES.COM.BR

PONTOFRIO.COM.BR

CASASBAHIA.COM.BR

EXTRA.COM.BR

MAGAZINELUIZA.COM.BR

COMPRAFACIL.COM.BR

Mercado Libre leads the retail category in reach, but Lojas Americanas and

BuscaPe are only a few percentage points behind

In terms of time spent, comparison shopping sites lag behind a little

Brazilian sites clearly dominate the Top Ten

Top Retail Sites: Brazil% Reach

Top Retail Sites: BrazilAverage Minutes per User


Brazilians Rate Their Local Ecommerce Sites Very Highly

Share of Survey Respondents Stating that the Quality of Local Websites

is Excellent/Very Good

Q4: How would you rate the quality of Local Websites when shopping online?

Base: Respondent makes purchases online.

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

In a custom survey recently conducted by comScore, Brazilians were more likely

to agree that locally-developed shopping sites were excellent or very good

54%

38%44%

29%

39%

21%

Brazil Mexico Argentina Chile Colombia Peru


The World Cup’s Effect on the Sports Category

The Sports category saw a tremendous lift from the World Cup and managed to

sustain this lift very well over the 2nd half of the year

Sports sites/channels including Lancenet.com.br, Terra Brasil Esportes & UOL

Esporte saw their audiences increase in between 30%-40% from April to June


Source: comScore Media Metrix (Panel Only), February 2009 to December 2010


22.2

13.3

12.1

9.5

4.7

4.7

2.8

2.5

1.9

1.2

Rede Globo Esportes

UOL Esporte

MSN Sports International

Terra Sports

LANCENET.COM.BR

Yahoo! Sports

GloboSat Esportes

ESPN

IG Esporte

Big Lead Sports By FSV

30.7

17.6

10.6

17.6

23.9

5.0

5.1

19.8

5.9

4.2

Rede Globo Esportes

UOL Esporte

MSN Sports International

Terra Sports

LANCENET.COM.BR

Yahoo! Sports

GloboSat Esportes

ESPN

IG Esporte

Big Lead Sports By FSV

Top Sites: Sports

Top Sports Sites: Brazil% Reach

Top Sports Sites: BrazilAverage Minutes per User

Rede Globo Esportes, led by Globoesporte, leads the category with 22% reach

Usage on Rede Globo Esporte, is also heaviest, averaging 30.7 minutes/visitor

Smaller, yet highly engaged audience seen on lancenet.com.br




Automotive Category Continues to Develop a Strong Audience


Category growth of 32% from December 2009 to December 2010

Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br and

meucarronovo.com.br all showed significant growth during the year


The Travel Category Continues to “Take Off”

Was one of the leaders in 2010 with 49% category growth (7.4M to 11M)

Persons under the age of 35 consumed 56% of the overall pages (in Dec 2009

the under 35 segment was responsible for 63%)




77.9%67.6%

85.3%70.5%

Brazil Worldwide

2009 Reach 2010 Reach

+10% +4%

70.5%

47.9%

84.4%

89.8%

87.7%

85.3%

88.8%

89.7%

88.6%

91.7%

90.9%

88.9%

85.9%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Social Networking in Brazil and Around the World

Social Networking Sites

% Reach

Social Networking Sites

Growth

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


Source: comScore Media Metrix (Panel Only), December 2010


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Orkut in Brazil FACEBOOK.COM in Brazil

Un

iqu

e V

isit

ors

Dec-2009

Dec-2010

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Orkut Worldwide FACEBOOK.COM Worldwide

Un

iqu

e V

isit

ors

Orkut Still Leads in Social Networking, but Facebook is Catching Up

+28%

+258%

-1%

+41%

Orkut and Facebook

Brazil UV and Growth

Orkut and Facebook

Global UV and Growth

Though Orkut is still the leading Social Network in Brazil, Facebook has been

growing rapidly, and could potentially catch up or overtake Orkut at some point

Brazil is certainly Orkut’s main market; even with 28% growth in Brazil, Orkut’s

total global audience declined by 1% over the past year




A Closer Look at Facebook and Orkut Globally

Unique Visitors

(000)

Reach Page Views

(millions)

Avg Visits/

Visit

Avg Mins/

Visit

ORKUT

Worldwide 52,755 4% 23,050 22.3 8.1

Brazil 31,279 78% 20,584 31.7 8.5

FACEBOOK

Worldwide 662,420 50% 300,600 29.6 9.7

Brazil 12,118 30% 813 10.5 3.6



If not for Brazil, it is quite possible that Orkut would not exist in 2011

Almost 90% of the pages consumed on Orkut are consumed in Brazil

Brazilians, however, visit Orkut on average more often than the world visits

Facebook


Less of the Facebook Audience in Brazil is Visiting Orkut

Cross-visiting seen in December 2009 (Total Audience, 15+)

Cross-visiting seen in December 2010 (Total Audience, 6+)

Brazilian Internet Audience, accessing Internet from Home or Work



A Closer Look at Orkut and Facebook in Brazil

42


Brazil is a Top Twitter Market

Top Twitter Markets by Percent Reach

Brazil was a close second in the list of top Twitter markets in December. Likely

as a result of presidential election buzz, Brazil was #1 in October.




Visitation to Blogs is Very High in Brazil

News/Information Sites

% Reach


Source: comScore Media Metrix (Panel Only), December 2010

BlogSites

% Reach

50.0%

42.3%

55.1%

55.8%

62.9%

71.1%

60.4%

62.3%

55.4%

59.5%

66.9%

57.7%

46.6%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

60.3%

50.9%

67.4%

80.0%

56.5%

58.8%

54.9%

65.8%

50.9%

56.0%

55.8%

51.0%

50.8%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


The Impact of the Presidential elections

Significant increase in Total Visits to News/Info and Blogs categories seen in

lead up to and during the President Election season

Total Visits to the Internet in Brazil were highest in Oct and Nov than during any

other month in 2010

comScore World Metrix 2010 – panel-only


Election-focused Sites Saw a Tremendous Lift During October

Political coverage on both Terra and UOL increased by almost factors of 3x and

4x, respectively

Total Visits to these two sites increased from approx. 2.8M Total Visits to each in

September to 6.6M and 9.6M in October, respectively

comScore World Metrix 2010 – panel-only


Elections Lifted Reach of Certain Content Categories in All Regions



Cross-visitation During October

Very little cross-visiting seen amongst the presidential candidates, but extremely

high cross-visitation seen between all the candidate’s audiences and visitors of

Social Networking, News/Information and Blog sites

comScore World Metrix, October 2010


How the Election Was Won?

% Composition Unique Visitors

[P] MINHAMARINA.ORG.BR [P] DILMA13.COM.BR [P] SERRA45.COM.BR

Persons: 15-24 29.7 28.6 30.1

Persons: 25-34 36.8 31.4 31.6

Persons: 35-44 16.2 18.3 14.8

Persons: 45-54 11.2 12.9 12.2

Persons: 55+ 5.0 7.5 10.1

All Males 47.6 56.4 61.0

All Females 52.4 43.6 39.0

Region BR: Center-west 5.3 6.5 4.8

Region BR: North 1.7 1.9 1.6

Region BR: Northeast 16.6 19.3 16.7

Region BR: South 9.1 9.7 10.1

Region BR: Southeast 67.3 62.5 66.7



More On Each Candidate’s Online Audience



Online Video in Brazil

Brazilian Audience 15+ accessing Internet from Home or Work

Source: comScore Video Metrix, December 2010

243MM

Unique Viewers

Percent of 15+ Internet Audience

Percent of Total Population

Total Videos

Total Hours of Video

Videos per Viewer

Hours per Viewer

33.5MM

23%

2.6B

797.3

84%


Youtube Audience as an Online Video Benchmark

Brazil’s unique audience to Youtube grew by more than 33% over the last year

Dez/2010Dez/2009


Video and Social Networking



Even with such drastic differences in terms of size of the audience, almost three

times as many videos are being watched within Facebook than Orkut

With video streaming showing such growth in Brazil, will this be another factor in

the Facebook vs Orkut discussion over the coming years?


In contrast with overall Internet usage in Brazil, males of all ages spend far more

time watching online video than women.

Among men, video consumption declines with increasing age; women’s video

usage is more constant between age groups

317 million of the 560 million videos watched by Males 15-24 were on Youtube

Women 45-54 are the ones who average most time watching online video

Gender Difference is Wider When it Comes to Video Consumption

Average Hours Spent Watching Online Video

By Age and Gender



10.4

8.6 8.47.3

6.56.0

5.4 5.66.1

3.7

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

Male

Female


Searching for Something?

Brazilian Searchers

37 million unique searchers

92% of Brazilian Internet population

Average 112 searches per searcher

Total Searches in Brazil

4.1 billion searches

5.9 billion search result pages

986 million search visits

Share of Searches by Property


Source: comScore qSearch, December 2010

Terra - Telefonica, 2%

Microsoft Sites, 2%

Conduit.com, 1%

Ask Network, 1%

All others, 4%

Google Sites

88%Google Sites

89%


Country

UV

(000)

China 291,544

United States 180,920

Japan 73,002

Germany 49,336

Russian Federation 46,132

France 41,930

India 41,580

Brazil 39,966

United Kingdom 38,643

South Korea 30,205

Did You Know…



Brazil is the 8th largest Internet audience in the

world (15+, H&W) Mexico is 16th and Argentina

is 19th

The Brazilian online audience (15+, H&W)

surpassed the UK in October

Brazil’s online audience consumes more

pages than Australia, Italy, and Taiwan

combined

In terms of Total Minutes 58.2B, Brazil is 9th

out of the 43 countries covered by comScore

– This is approximately 5.7M weeks spent online

Brazil consumes 3% of the world’s page views

– the US consumes 20%, China 12%


Obrigado!

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Documents

Estado da Internet no Brasil - ComScore