Comscore Chile July2011 English

July 2011

State of The Internet with a Focus on Chile

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492.8

349.9

207.2

90.5 103.8

562.5

366.9

207.6

119.0 118.0

Asia Pacific Europe North America Middle East - Africa Latin America

1,244.1 1,374.0

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 May 2010 May 2011

+10%

+15%

---

+5%

+31% +14%

Worldwide Online Population

(Millions)

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, May 2010 and May 2011

Mar 2011

May 2010


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


Source: comScore Media Metrix, May 2010 to May 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

35.9

16.0 12.7 11.1

7.1 2.5 1.2

42.5

19.4

13.0 13.0 7.3

4.1 3.2 1.3

Brazil Mexico Argentina Colombia Chile PeruVenezuela

Puerto Rico

May-10 May-11

+19%

+21%

+2% +18%+3%

+27% +10%


27.1

25.8

28.7

26.6

25.3

27.4

22.6

18.5

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

Argentina, Peru, Brazil Have Highest Internet Usage Rates in Region

Certainly among countries with higher Internet and broadband penetration rates,

Chile’s average usage of 15.3 hours per user in May was lower than others in the

region

Chile’s average usage was 1.4 hours more than the global average per user

Internet Users (Millions) in

Latin America

Total Hours Online per

Visitor in Latin America

WW Avg: 23.9


Source: comScore Media Metrix, May 2011

42.5

19.4

13.0

13.0

7.3

4.1

3.2

1.3

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Individual Countries’ Demographic Composition Varies Widely

Composition of Internet Audience 15+



Venezuela, Colombia, Mexico and Brazil have largest proportion of young users

Chile and Argentina’s youth composition is close to global average

27%

29%

29%

41%

40%

44%

26%

26%

33%

25%

24%

27%

21%

18%

21%

20%

20%

15%

15%

14%

11%

10%

11%

9%

10%

13%

6%

4%

5%

5%

Chile

Argentina

Brazil

Colombia

Mexico

Venezuela

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

Countries with

High Internet

Penetration

Medium

Internet

Penetration

Low Internet

Penetration


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

is between 15 and 35 years old, compared to 53% of the global online population

Chile’s age distribution is markedly similar to the Worldwide average

Age Distribution in Chile is Older Than Latin American Average

Composition of Internet Audience 15+



26%

33%

27%

26%

29%

26%

22%

20%

21%

14%

11%

15%

12%

7%

10%

Worldwide

Latin America

Chile

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


Young People Drive Internet Consumption in Chile

Average Time Online by AgeHours per Visitor

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

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

age group



25.3

32.7

24.4

19.9 23.2 22.8

-

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+

Chile Latin America Worldwide


Instant Messengers, Social Networking, and Blogs are Key Online

Categories in Chile

Reach of Key Categories



Index: 126

106

121

109

103

112

198

126

100

104

93%

89%

77%

73%

69%

64%

63%

63%

59%

59%

76%

85%

69%

62%

70%

35%

51%

57%

58%

65%

Social Networking

Search/Navigation

Multimedia

e-mail

Directories/Resources

Instant Messengers

Blogs

Community

Downloads

Retail

Index: 122

105

112

118

99

184

124

111

105

101

91

57%

57%

55%

46%

44%

37%

33%

28%

21%

20%

63%

54%

51%

31%

46%

35%

28%

33%

32%

23%

News/Information

Technology

Games

Education

Business/Finance

TV

Photos

Sports

Travel

HealthChile

Worldwide

92

106

108

146

95

106

121

86

67

87


Chile has Highest Social Networking Reach in Latin America

Social Networking Sites

May 2011 % Reach

Social Networking Sites

Average Usage

(Hours per Visitor)

Social Networking is the top category in

Chile, reaching 93 percent of the web

population

Chile already led the region in Social

Networking penetration a year ago –

hence flat growth over the past year


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

76%

60%

84%

90%

90%

88%

90%

92%

90%

93%

90%

89%

85%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

8.27.0

5.7



Chile is among countries that spend the largest share of their online

time on Social Media

Philippines

41%

Chile

30%

Italy

29%Malaysia

31%

Japan

4%

Netherlands

14%

South Korea

8%

France

15%

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




Chile is #4 Facebook Market, #16 Twitter Market by Reach

Facebook.com Top 16 Markets by % Reach Twitter Top 16 Markets by % Reach



93.9

91.8

91.5

90.7

89.1

88.7

87.3

86.6

86.4

86.1

85.8

84.6

82.0

80.6

80.5

80.4

Philippines

Turkey

Israel

Chile

Argentina

Malaysia

Colombia

Indonesia

Peru

Venezuela

Canada

Mexico

Finland

Puerto Rico

Norway

United States

30.6

26.7

25.2

23.8

23.7

21.6

20.5

18.7

18.4

17.6

17.2

16.1

15.3

14.7

14.0

13.8

Netherlands

Brazil

Japan

Indonesia

Venezuela

Philippines

Turkey

United Kingdom

Singapore

Canada

Argentina

Colombia

Spain

Mexico

United States

Chile


Despite Drops in Reach, IM Still a Key Component of Online Behavior

Instant Messengers

May 2011 % Reach

Instant Messengers

Average Usage

(Hours per Visitor)

Latin Americans continue to be strong

users of Instant Messengers, with reach

in the region far surpassing global

averages

Reach in Chile has dropped substantially,

on par with the global drop in IM reach

Usage in Chile is below regional avg



35%

23%

39%

24%

69%

74%

71%

70%

66%

64%

77%

59%

31%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

6.47.1

5.4



Chilean Webmail Reach is Declining Slightly, As in Rest of the World

E-mail Sites

May 2011 % Reach

E-mail Sites

Average Usage

(Hours per Visitor)

Webmail use in Chile is following the

general global downward trend, with a

drop of 11 percent YOY

Chile’s higher internet and broadband

penetration rates may be the cause of

below-average email usage, with users

more likely to rely on IM and SN chat



62%

47%

66%

79%

78%

81%

77%

74%

80%

73%

84%

67%

62%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

1.9

2.5 2.3



Retail Visiting in Chile Still Below Regional, Global Averages

Retail Sites

May 2011 % Reach

Retail Sites

Average Usage

(Minutes per Visitor)

Chile’s visitation rates to Retail sites

hovers around the regional average

Average usage of 25.2 minutes per visitor

are well below the Latin American

average, and less than half the global

average



65%

58%

72%

81%

63%

70%

60%

64%

56%

59%

59%

55%

62%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

25.235.0

56.4



Chilean Internet Shoppers are not Browsing Across Multiple Categories



Chile vs Regional & Global Reach of Retail Subcategories

18.3%

12.4%

12.0%

11.2%

10.8%

6.9%

6.0%

4.7%

4.4%

3.8%

6.5%

19.4%

12.9%

11.9%

18.2%

9.1%

10.5%

2.2%

3.8%

3.7%

8.1%

21.6%

16.5%

12.6%

17.6%

9.6%

18.6%

7.0%

4.5%

4.7%

Department Stores

Comparison Shopping

Computer Hardware

Computer Software

Consumer Electronics

Books

Apparel

Home Furnishings

Tickets

Flowers/Gifts/Greetings

Chile

Latin America

Worldwide

3.4%

2.6%

2.6%

2.3%

2.3%

2.0%

1.7%

1.5%

1.5%

1.4%

3.2%

4.0%

1.7%

3.1%

2.4%

2.4%

1.8%

1.9%

6.7%

1.8%

4.9%

5.1%

5.8%

3.6%

4.8%

6.3%

2.9%

5.1%

6.5%

4.1%

Mall

Fragrances/Cosmetics

Retail - Food

Retail - Music

Retail - Movies

Health Care

Toys

Consumer Goods

Sports/Outdoor

Jewelry/Luxury Goods/Accessories


Chileans Rate Their Local Ecommerce Sites Among the Lowest

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 conducted by comScore in November, Brazilians were more

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

Respondents in Peru and Chile were least likely to consider their local shopping

sites as excellent or very good

54%

38%44%

29%

39%

21%

Brazil Mexico Argentina Chile Colombia Peru


Consumers Evenly Split in Local vs International Site Preferences

58%49%

76%

49% 55% 48%

42%52%

24%

51% 45% 52%

Brazil Mexico Argentina Chile Colombia Peru

International Websites

Local Websites

Q: If given one option, would you prefer to shop on International or Local Websites?

Q5: If given one option, would you prefer to shop on International or Local Websites?

Base: Respondent makes purchases online.

About half prefer local websites over international websites in Chile

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


Top Sites: Retail

Top Retail Sites: Chile% Reach

Top Retail Sites: ChileAverage Minutes per User

The top Retail site in Chile is Argentinian e-commerce site Mercado Libre, with

20% reach and average usage of 18.8 minutes per user

Chilean retailers Cencosud, Falabella, and Ripley figure prominently among top

10 Retail sites

Chilean Internet Audience 15+ accessing Internet from Home or Work


20.6

12.0

10.3

8.2

8.0

5.8

5.5

5.1

4.0

3.8

MercadoLibre

Amazon Sites

Cencosud S.A.

Falabella Chile

RIPLEY.CL

Apple.com Worldwide Sites

BuscaPe.com Inc.

Grupo Sodimac

LAPOLAR.CL

Bing Ciao

18.8

4.9

8.5

6.8

9.5

5.8

2.0

11.9

9.4

2.1

MercadoLibre

Amazon Sites

Cencosud S.A.

Falabella Chile

RIPLEY.CL

Apple.com Worldwide Sites

BuscaPe.com Inc.

Grupo Sodimac

LAPOLAR.CL

Bing Ciao


Travel Sites Have Room for Growth All Over Latin America

Travel Sites

May 2011 % Reach Visitation to Travel sites from Chile is

among the lowest in the region – with only

21 percent of the Chilean audience

visiting a site in the category

Average usage also has plenty of room

for growth – the average of 12.4 minutes

per user is half the global average



Travel Sites

Average Usage


12.4 13.0

25.8


32%

23%

44%

45%

24%

25%

26%

25%

24%

21%

27%

21%

27%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


Top Sites: Travel

Top Travel Sites: Chile% Reach

Top Travel Sites: ChileAverage Minutes per User

Lan Chile is, by far, the most commonly visited site in the category, but with only

4.8 percent of the audience

Various online travel agents are also represented among the top 10 Travel sites,

with Expedia leading the group with 2.1 percent reach



4.8

2.1

2.0

1.3

1.3

0.8

0.8

0.8

0.7

0.6

LanChile S.A.

Expedia Inc

TRANSANTIAGOINFORMA.CL

Despegar-Decolar Sites

VIAJESFALABELLA.CL

SKYAIRLINE.CL

TRANSANTIAGO.CL

VIAJEROS.COM

VISITCHILE.COM

PANAGEOS.ES

18.3

3.3

6.4

8.4

6.3

8.7

0.1

1.8

2.4

1.0

LanChile S.A.

Expedia Inc

TRANSANTIAGOINFORMA.CL

Despegar-Decolar Sites

VIAJESFALABELLA.CL

SKYAIRLINE.CL

TRANSANTIAGO.CL

VIAJEROS.COM

VISITCHILE.COM

PANAGEOS.ES


Chile Leads Latin America in Business/Finance Site Visitation

Business/Finance Sites

May 2011 % Reach Chile has the highest reach of

Business/Finance sites in Latin America,

but is still below the global average and

far lower than North American and

European averages

Usage averaged 34.4 minutes per visitor

in May



Business/Finance Sites

Average Usage


46%

40%

54%

67%

37%

42%

32%

37%

34%

44%

38%

41%

39%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

34.429.0

40.9



Top Sites: Business/Finance

Top Business/Finance Sites: Chile% Reach

Top Business/Finance Sites: ChileAverage Minutes per User

Top sites in the category include a number of banks, led by Banco Estado and

Grupo Santander

Banco de Chile logged the most usage among the banks, averaging 24.9

minutes per user, but tax filing season saw SII getting the most average usage

among the top sites, averaging 27.7 minutes per user



15.2

10.5

8.6

5.9

5.8

5.4

3.9

3.4

3.3

3.2

BANCOESTADO.CL

SII.CL

Grupo Santander

Banco Crédito Inversiones

Terra Chile Economia

Banco de Chile

SERVIPAG.COM

CMRFALABELLA.COM

Emol Economia

Grupo BBVA

16.3

27.7

19.5

24.0

4.7

24.9

8.8

6.8

1.6

16.5

BANCOESTADO.CL

SII.CL

Grupo Santander

Banco Crédito Inversiones

Terra Chile Economia

Banco de Chile

SERVIPAG.COM

CMRFALABELLA.COM

Emol Economia

Grupo BBVA


Banking, Taxes Index High During Filing Season in Chile

Chile vs Regional & Global Reach of Business/Finance Subcategories

Though visiting to Banking sites from Chile is above average, Personal Finance,

Online Trading, and Financial News/Research are still far below global averages

32%

6%

11%

11%

1%

11%

24%

7%

9%

8%

1%

2%

27%

18%

16%

12%

3%

1%

Banking

News/Research

Personal Finance

Financial Information/Advice

Online Trading

TaxesChileLatin AmericaWorldwide

123




Newspaper Sites

Newspaper Sites

May 2011 % Reach More than a third of Chilean Internet

users visited a newspaper site in May

Usage of 26.5 minutes per user falls just

slightly short of the global average



Newspaper Sites

Average Usage


32%

23%

41%

43%

30%

14%

35%

48%

43%

35%

41%

38%

39%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

26.5 26.128.8



Chile’s Appetite for Online Sports Not as Great As Others in Region

Sports Sites

May 2011 % Reach Chileans do not visit Sports sites at the

same rate as their counterparts in Brazil

and Argentina

Across all of Latin America, visiting to

sports sites saw a jump last June for the

World Cup, but one year later, usage has

returned to previous levels



Sports Sites

Average Usage


33%

24%

39%

46%

36%

45%

31%

40%

31%

28%

27%

24%

26%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

20.3

35.8

46.8



Entertainment Sites Draw a Significant Audience in Chile

Entertainment Sites

May 2011 % Reach 86 percent of web users in Chile visited

an Entertainment site in May

Usage in Chile is slightly higher than the

regional and global averages, with users

spending an average of 3 hours on

Entertainment sites



Entertainment Sites

Average Usage

(Hours per Visitor)

3.0 2.9 2.8


81%

75%

85%

87%

84%

83%

86%

85%

85%

86%

88%

77%

78%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico


A few entertainment categories receive more than their “fair share” of visitors

from Chile: Multimedia, Music, TV, and Kids

Multimedia, Music, and Kids Index Highest

Chile vs Regional & Global Reach of Entertainment Subcategories



77%

56%

37%

25%

21%

19%

13%

11%

74%

57%

34%

24%

24%

17%

18%

11%

69%

43%

35%

29%

21%

10%

13%

10%

Multimedia

Entertainment - Music

TV

Entertainment - Movies

Entertainment - News

Kids

Radio

Humor

Chile

Latin America

Worldwide

123


Top Entertainment Sites

Top Entertainment Sites: Chile% Reach

Top Entertainment Sites: ChileAverage Minutes per User

Unsurprisingly, YouTube leads the Entertainment category, with 70 percent

reach of the Chilean web audience. Usage averages at almost 2 hours per user

Vevo, the labels’ online video offering, attracts more than a third of Chileans

online



70.7

35.1

22.2

18.4

13.8

13.7

12.1

10.8

10.3

10.3

YOUTUBE.COM

VEVO

Viacom Digital

MUSICA.COM

Television Nacional De Chile

LACUARTA.COM

Terra Entertainment

CHILEVISION.CL

DAILYMOTION.COM

Emol Entretencion

155.0

13.7

11.3

7.2

9.7

11.2

8.7

12.3

14.4

1.1

YOUTUBE.COM

VEVO

Viacom Digital

MUSICA.COM

Television Nacional De Chile

LACUARTA.COM

Terra Entertainment

CHILEVISION.CL

DAILYMOTION.COM

Emol Entretencion


Online Video Viewers in Chile Watch the Fewest Videos

7.79.0

7.0 7.6

Brazil Mexico Argentina Chile

Total Number of

Videos (MM): 2,972 1,813 942 541

Online Video Viewing in Latin America

Average Hours per Viewer


Source: comScore Video Metrix , January 2011

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 15.7 hours over the same time period

Given the region’s

appetite for

Entertainment, expect

to see continued growth

in online video

consumption as

broadband penetration

continues to increase


CHILE: ONLINE SEARCH ACTIVITY

Searchers

7.0 million unique searchers

95.4% of Internet population

Average 157 searches per searcher

Searches

1.1 billion searches

1.3 billion search result pages

281 million search visits

Share of Searches by Property


Source: comScore qSearch, May 2011

Facebook, 4%

Microsoft Sites, 2%

Yahoo! Sites, 1%

All Other, 1%

Google Sites

93%


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

Comscore Chile July2011 English

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