comscore brazil future in focus 2013

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.March 2013

Key Insights from 2012 and What They Mean for the Coming Year

© comScore, Inc. Proprietary. 2

Introduction

Executive Summary

Media fragmentation is occurring at light speed in

today’s multi-platform environment, which

features not only computers, but smartphones,

tablets, gaming platforms and a seemingly ever-

increasing number of emerging devices.

Major media events in 2012, like the Olympics for

example, have shown us that consumers have

become more platform agnostic in their digital

media consumption and happily switch devices

throughout the day and into the night to stay up to

date on email, news, social media etc.

comScore has been preparing for a future

scenario where most people will consume content

on the go and PCs would no longer be the centre

of the digital universe. This future is quickly

becoming a reality.

The following report examines how the latest

trends in web usage, online video, mobile and

search, social and shopping are currently shaping

the Brazil digital marketplace and what that

means for the coming year, as comScore helps

bring the digital future in focus.

FOR FURTHER INFORMATION, PLEASE CONTACT:

Ana Laura Zain [email protected]

#FiFBrasil


Content

SETTING THE SCENE

Global Overview 4

Latin American Online Landscape 8

2013 BRAZIL FUTURE IN FOCUS

Online Landscape in Brazil 13

Digital Audience Behaviour 17

Focus:

� Social 24

� Retail 28

Online Video 32

Search 39

Multiple Device Usage 42

Online Advertising in Brazil 46

Conclusions 51

Methodology & about comScore 55

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

GLOBAL OVERVIEW

#FiFBrasil


Distribution of Worldwide Internet AudienceAsia Pacific and Europe Leading the Online Universe

9% Middle East - Africa

8% Latin America35% of the Latin American Audience is located in Brazil

14% North America

42% Asia Pacific

27% Europe

Source: comScore Media Metrix, December 2012, Worldwide 15+


Time Spent and Growth Across RegionsUsers in North America Spent Most Time Online

42.8

26.9

22.718.9 18.2

North America Europe Latin America Asia Pacific Middle East -Africa

Ho

urs

pe

rV

isit

or

Global Average: 24,7 Hours a Month

Source: comScore Media Metrix, December 2012, Worldwide 15+

© comScore, Inc. Proprietary.

Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+) And Largest Market in Latin America

comScore Media Metrix, December 2012, 15+

Russia and India have experienced a

massive growth of 15% and 51%

respectively last year

343,784

189,457

73,593

70,717

61,345

52,448

45,803

43,021

39,357

31,138

China

United States

Japan

India

Russian Federation

Germany

Brazil

France

United Kingdom

South Korea

Total Internet Total Unique Visitors (000)


LATIN AMERICA ONLINE LANDSCAPE

#FiFBrasil

© comScore, Inc. Proprietary. 9Source: comScore Media Metrix, December 2012, Latin America 15+

Online Audience Across Latin America35% of Latin America’s 131 Million Internet Users are in Brazil

45

,80

3

24

,11

5

13

,79

4

9,7

23

7,4

57

5,5

05

4,6

92

1,4

68

To

tal

Un

iqu

e V

isit

ors

(0

00

)

Total Latin America Online Audience reaches 131 Million Visitors


Engagement Across Latin American AudiencesConsumers in Brazil spend 27 hours per month online on their PC

27.0

25.1

24.3

23.4

22.7

19.8

18.1

16.2

15.9

Brazil

Argentina

Peru

Chile

Latin America

Mexico

Colombia

Venezuela

Puerto Rico

Ave

rag

e H

ou

rs p

er

Vis

ito

r


Under 35 Year Olds Accrue Over 60% of Time Spent in Latin America Composition of Minutes By Age Group Varies Greatly, Brazil most 25+

31.6

31.3

22.3

31.2

48.9

40.4

38.0

35.3

47.6

28.6

26.2

31.8

25.3

24.0

22.9

26.5

23.7

25.3

19.3

17.3

21.3

17.9

14.6

17.0

17.5

17.7

14.4

12.6

11.9

13.8

13.2

8.6

10.8

10.6

10.8

8.8

7.9

13.2

7.4

12.3

3.8

4.8

7.5

12.5

3.9

Latin America

Argentina

Brazil

Chile

Colombia

Mexico

Peru

Puerto Rico

Venezuela

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

% o

f To

tal M

inu

tes


Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the Web Than the Average in Other Regions

24.9

22.3

23.1

18.4

25.3

31.8

24.2

19.9

20.2

21.3

20.6

19.9

15.2

13.8

17.5

19.0

14.4

7.4

14.7

22.8

Worldwide

Brazil

Europe

North America

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

Source: comScore Media Metrix, December 2012, 15+

% o

f To

tal M

inu

tes


BRAZIL ONLINE LANDSCAPE

#FiFBrasil


Brazil Internet Consumption on the Up In December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer

98,906

107,555

Gro

wth

Ove

r 1

Ye

ar

+9%

Total Pages Viewed (000)

Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+

© comScore, Inc. Proprietary. 15Source: comScore Media Metrix, December 2012, Brazil 6+

Profile: Brazil Online Audience

12,4%

18,0%

30,0%

20,4%

12,7%

6,5%

6-14 15-24 25-34 35-44 45-54 55+

49% 51%

% Composition of Unique Visitors

Age:


Regional Internet Population Distribution and Average Usage

BR Region: Northeast 25,3 Hours Online

BR Region: Southeast 23,6 Hours Online

BR Region: South 26,4 Hours Online

BR Region: Center-west24,4 Hours Online

BR Region: North24,7 Hours Online

4,7%

13,4%

54,9%

18,2%

8,8%

% Of Online Population


DIGITAL AUDIENCE BEHAVIOUR

#FiFBrasil

© comScore, Inc. Proprietary. 18Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+

Social Media Captures Most PC Screen Time in BrazilTotal Time Spent on Social Media Saw 167% Growth

To

tal M

inu

tes (

MM

)

The average Brazil internet user spent 9,3 hours on social media sites during December 2012

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000F

eb-2

01

0

Ma

r-20

10

Apr-

201

0

Ma

y-2

01

0

Ju

n-2

010

Ju

l-2

01

0

Aug

-20

10

Sep

-20

10

Oct-

201

0

No

v-2

01

0

De

c-2

01

0

Ja

n-2

011

Fe

b-2

01

1

Ma

r-20

11

Apr-

201

1

Ma

y-2

01

1

Ju

n-2

011

Ju

l-2

01

1

Aug

-20

11

Sep

-20

11

Oct-

201

1

No

v-2

01

1

De

c-2

01

1

Ja

n-2

012

Fe

b-2

01

2

Ma

r-20

12

Apr-

201

2

Ma

y-2

01

2

Ju

n-2

012

Ju

l-2

01

2

Aug

-20

12

Sep

-20

12

Oct-

201

2

No

v-2

01

2

De

c-2

01

2

News/Information Games Entertainment Services Social Media

© comScore, Inc. Proprietary. 19Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+

Real Estate is One Of Fastest Growing Web Categories in Brazil

+2%

+4%

+4%

+5%

+10%

+11%

+17%

+18%

+18%

+20%

YOY Growth

Tota

l U

niq

ue V

isitors

(000)

4,241

21,884

13,413

18,152

13,706

38,517

15,880

42,230

17,116

4,877

5,090

25,931

15,861

21,159

15,176

42,548

16,732

44,032

17,766

4,997

Real Estate

Education

Health

Lifestyles

Telecommunications

Directories/Resources

Travel

Retail

Government

Business to BusinessDec-2011

Dec-2012

© comScore, Inc. Proprietary. 20Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+

Politics Category Shows 189% Growth Reaching 3,9 Million Visitors in December

1,355

1,245

13,401

2,183

1,071

3,415

3,908

2,110

20,833

3,205

1,500

4,497

Politics

Jewelry/Luxury Goods/Accessories

Beauty/Fashion/Style

Financial Information/Advice

Health Care

Airlines

Tota

l U

niq

ue V

isitors

(000)

YOY Growth

189%

69%

55%

47%

40%

32%


Top Web Properties in Brazil

47,89045,504 45,384 43,986 42,676 42,181

38,587 37,446

28,410

19,10918,724

8,88311,987

17,902

12,1898,601

6,8274,821 3,405

1,791

Total Unique Visitors (000) Average Daily Visitors (000)

© comScore, Inc. Proprietary. 22Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+

The Evolution of Some Key Content Categories in BrazilTo

tal

Un

iqu

e V

isit

ors

(0

00

)

0

10,000

20,000

30,000

40,000

50,000

60,000

Entertainment

News/Information

Retail

Health


FOCUS ON SOCIAL MEDIA AND RETAIL

#FiFBrasil


We are Social

Always and Everywhere

© comScore, Inc. Proprietary. 25Source: comScore Media Metrix, December 2012, 15+

Brazilians Highly Engaged With Social ContentAveraging Nearly 10 Hours in December on Social Networking Sites

365.8

579.0

342.9328.3

0.0

100.0

200.0

300.0

400.0

500.0

600.0

700.0

Brazil World-Wide

Average Minutes per Visitor on Social Networking Sites


Facebook and Orkut Top Social Network RankingASK.FM on the rise

Median Age

32,3

32,1

31,6

28,0

34,2

29,5

35,4

29,8

33,8

31,9

43,986

12,346

9,168

8,481

7,942

6,115

1,827

1,660

1,411

1,254

FACEBOOK.COM

Orkut

TWITTER.COM

ASK.FM

Linkedin

TUMBLR.COM*

BADOO.COM

DEVIANTART.COM

VOSTU.COM

Myspace

Total Unique Visitors (000)


Share of Time Spent in Social Networks in Brazil

92.8%

2.1%

1.6%1.0% 0.8%

1.7%

Facebook

Ask.fm

OrkutTumblr Twitter

Other

© comScore, Inc. Proprietary. 28Source: comScore Media Metrix, December 2011- 2012, Brazil 6+

Rise in Retail Audience in Brazil in 2012

34,000

36,000

38,000

40,000

42,000

44,000

46,000

+ 4%

Total Unique Visitors (000)Retail Category


Online Visits in Brazil to Retail Websites Are Also Increasing

6.2

6.4

6.6

6.8

7.0

7.2

7.4

7.6

7.8

8.0

Average Visits per VisitorRetail Category

+11%

Source: comScore Media Metrix, December 2012, Brazil 6+


Mercado Livre is the Leader Amongst Online Retailers in Brazil With More than 14 Million Visitors

14,294

8,105

5,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340

Total Unique Visitors (000)Top Retailers in Brazil


Buscape Continues to Lead the Comparison Shopping Sites in Brazil

Source: comScore Media Metrix, December 2012, Brazil 6+

14,759

10,934

3,539

1,6471,241 1,194

616 428 375 349

Total Unique Visitors (000)


ONLINE VIDEO

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© comScore, Inc. Proprietary. 33Source: comScore Video Metrix, December 2012, Brazil 6+

Videos Viewed Grew 18% in One Year in Brazil

Dec 2012

18%

Dec 2011

Total Unique Viewers (000)

Total Unique Viewers (000)

109.7

129.3

Videos Viewed per Viewer


In Brazil Online Video is Growing Faster than Other Leading Markets

0.0

50.0

100.0

150.0

200.0

250.0

300.0

U.S. U.K. Worldwide Brazil

Dec-2011 Dec-2012

-1%+11%

+3%

+18%

Source: comScore Video Metrix, December 2011 vs. December 2012, 15+

Videos Viewed per Viewer


Google (YouTube) is Still King of Online Video in Brazil

Videos per Viewer

83,8

12,4

5,0

14,9

6,0

8,4

7,0

2,2

12,0

4,5

38,922

17,667

17,504

14,893

8,423

7,782

6,463

6,214

4,071

3,692

Google Sites

VEVO

FACEBOOK.COM

Globo

Viacom Digital

Auditude, Inc.

UOL

Yahoo! Sites

Terra - Telefonica

R7 Portal

Unique Viewers (000)


Who Uses YouTube to Boost Their Reach?

17,339

10,305

9,260

7,808

6,662

5,435

3,714

3,305

2,804

2,375

VEVO @ YouTube

Maker Studios Inc. @ YouTube

FullScreen @ YouTube

Warner Music @ YouTube

Machinima @ YouTube

Som Livre @ YouTube

BroadbandTV @ YouTube

ygent @ YouTube

deckdisc @ YouTube

band @ YouTube

Top YouTube Partner Channels by Unique Visitors (000)

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

© comScore, Inc. Proprietary. 37Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+

Top Online Video Content PropertiesFacebook gains more than 400%

408%

318%

172%

136%

86%

34%1% -2% -7%

Brazil Top Online Video Content Properties by % Growth


Facebook Gaining Space Among Main Video Players in Other Markets

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Brazil U.S. U.K.

Dec-2011

Dec-2012

408%

39%

64%

Facebook % Change by Unique Visitors

Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+


SEARCH

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© comScore, Inc. Proprietary. 40Source: comScore, qSearch, December 2012, Latin America 15+

Argentina Leads The Way With Most Searches per Searcher in LatAmSearchers in Brazil searched 142 times on average during December

165.3 161.8

148.7 145.9 145.4 145.3 141.7

93.3

Se

arc

hes

pe

r S

ea

rch

er

© comScore, Inc. Proprietary. 41Source: comScore, qSearch, December 2012, Brazil 6+

Brazilians Search on Facebook and MercadoLibreNot Just Search Engines

129,6

4,6

11,8

4,4

4,4

8,6

3,3

3,0

5,9

2,8

Searches per Searcher

43,802

19,267

14,095

13,523

11,167

8,521

5,791

5,294

4,811

3,803

Google Sites

FACEBOOK.COM

MercadoLibre

Terra - Telefonica

Ask Network

Microsoft Sites

UOL

Buscape Company

Yahoo! Sites

Globo

Unique Searchers (000)


MULTIPLE DEVICE USAGE

© comScore, Inc. Proprietary. 43Source: comScore Device Essentials, December 2012, Brazil, 15+

Device Share of Page Views Mobiles and Tablets are Gaining on PC for Content Consumption

98%

95%

1%

3%

1%

2%

0% 0%

Dec - 11 Dec - 12

Other

Tablet

Mobile

PC

93%

85%

5%

9%

2%

5%

0% 0%

Dec - 11 Dec - 12

© comScore, Inc. Proprietary. 44Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+

Brazil Traffic Share Trend: Mobile Devices & Tablets Are Steadily Growing in Terms of Total Page Views

80.0%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

100.0%

PC Mobile Tablet Other


News and Information Category Consumption by Mobile Devices is Growing Even Faster

80%

82%

84%

86%

88%

90%

92%

94%

96%

98%

100%

Other

Tablet

Mobile

PC

Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+

% Traffic Share Trend for News/Information Category


ONLINE ADVERTISING

#FiFBrasil


789,991,006

352,238,449

274,068,465

101,384,159

89,108,007

48,613,550

33,609,581

19,813,821

18,213,549

14,775,283

14,613,043

Total Brazil

Portals

Social Media

Entertainment

Services

News/Information

Sports

Games

Lifestyles

Entertainment -…

Blogs

Source: comScore Ad Metrix, 2012, Brazil 6+

The Majority of the Display Ads Served in Brazil are on Portals and Social Media Sites

Display Ad Impressions in Brazil (000) during 2012


Display Ads in Brazil Year 2012 by Advertiser Dafiti Was the Biggest Online Advertiser in 2012

25,203,912

23,857,375

9,274,274

9,066,021

8,559,628

6,995,928

6,778,475

5,911,463

5,520,456

5,200,288

Dafiti.com.br

Netshoes.com.br

Netflix, Inc.

Microsoft Corporation

MRV Engenharia e Participações S.A.

Telefonica Group

Pank! Negocios Online

America Movil S.A.B de C.V.

Google Inc.

The Point LLC

Display Ad Impressions in Brazil (000) during 2012

Source: comScore Ad Metrix, 2012, Brazil 6+


December 2012 Display Ad Impressions by Publisher (Top Ten)

Display Ad Impressions in Brazil (000)

December 2012

Source: comScore Ad Metrix, December 2012, Brazil 6+

29,884,613

7,332,933

7,237,923

3,666,963

3,642,588

3,499,807

1,810,589

1,618,612

1,130,348

279,676

FACEBOOK.COM

UOL

Globo

Google Sites

Microsoft Sites

Terra - Telefonica

Yahoo! Sites

R7 Portal

IG Portal

Grupo Abril


Ad Impressions in Facebook Saw 173% Growth During the Past Year

10,951

29,885

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000 Facebook Display Ad Impressions in Brazil (MM)

Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6+

+ 173%


CONCLUSION

#FiFBrasil


Key Takeaways

Facebook remains the leading social network

Social Networks capture the largest percentage of

consumers’ time in Brazil. Some of the engagement

metrics are impressive, especially when compared

with other markets and the worldwide average.

Online video continues to grow

The online video consumption in Brazil grew 18

percent in 2012. YouTube is still top video property

followed by VEVO. Facebook clearly showing growth

as a platform for hosting and delivering video.

Brazil is the most engaged market in

Latin America

Consumers in Brazil spend more than 27

hours per month online on their PC,

representing the highest of all 8 Latin-

American markets analysed. Real Estate

and Education were the fastest growing

categories.

Media landscape is fragmenting

Page views in Brazil are increasing to occur

on a smartphone or tablet. The adoption of

internet enabled devices is more and more

contributing to a more fragmented digital

media landscape.


2013: Putting the Future in Focus

ADAPTABLE ANALYTICS REQUIRED

This past year saw digital media’s continued rise

in prominence as part of peoples’ personal lives

and in business environments. Consumers are

quickly becoming platform agnostic in their digital

media consumption and in today’s world they can

choose when and how they’d like to consume

content. It might be that they started watching a

film at home on their TV, continued watching it on

their smartphone on the way to work, and finished

watching it in bed at night on their tablet.

It’s the pinnacle of convenience for consumers,

but an utter headache from an audience

measurement and advertising analytics

standpoint. comScore has adapted to this

changing digital world to become a trusted

resource for understanding cross-platform

consumer behaviour and enabling multi-platform

unification of all data.

Consumers have already adopted multiple

platforms and devices – 2013 is the year

businesses need to follow if they desire a unified,

platform-agnostic view of consumer behaviour.


www.comscore.com

www.facebook.com/comscoreinc

@comScore

Brazil Digital Future in Focus 2013

#FiFBrasil

Key Insights from 2012 and What They Mean for the Coming Year

@comScoreLATAM

www.comscore.com

www.facebook.com/comscoreincMedia Requests: [email protected]


METHODOLOGY

#FiFBrasil


Methodology and Definitions

This report utilises data from the comScore suite of products, including

comScore Media Metrix Multi-Platform, comScore qSearch, comScore Ad

Metrix, comScore Video Metrix, and comScore Device Essentials

comScore Media Metrix

The comScore Media Metrix suite of syndicated products sets the standard

for digital audience measurement and media planning. Powered by Unified

Digital Measurement™, the revolutionary measurement approach that

bridges panel-based and website server-based metrics to account for 100

percent of a site’s audience, Media Metrix delivers the most accurate and

comprehensive suite of audience metrics, providing valuable demographic

measures, such as age, gender, household income and household size.

Media Metrix reports on more than 70,000 entities, with audience

measurement for 43 individual countries and 6 global regions, as well as

worldwide totals.

The comScore Media Metrix product suite includes individual products

utilised within this report including comScore Media Metrix Multi-Platform

(Beta), comScore qSearch, comScore Ad Metrix and comScore Video

Metrix.

http://www.comscore.com/Products/Audience_Analytics/Media Metrix

© comScore, Inc. Proprietary. 57*Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices.

Methodology and Definitions

comScore Device Essentials*

comScore Device Essentials provides insight into digital traffic share across

all devices worldwide, offering detail into device characteristics, connection

type, and category consumption. The product is based on the comScore

Unified Digital Measurement (UDM) approach, measuring browser-based

page views coming from computers, mobile, and other connected devices

to more than one million domains tagging with comScore.

For more information, please visit:

www.comscore.com/Products_Services/Product_Index/Device_Essentials


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McCann, Verizon, ViaMichelin and Yahoo!.

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