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Transcript of 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.
2© comScore, Inc. Proprietary and Confidential.
Introduction
State of Internet Argentina
3© comScore, Inc. Proprietary and Confidential.
comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1700+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;
43 markets reported
Local Presence 32+ locations in 23 countries
V0411
4© comScore, Inc. Proprietary and Confidential.
Global Coverage, Local Presence
comScore Locations
V0910
5© comScore, Inc. Proprietary and Confidential.
comScore Leverages Rich Panel Data to Deliver Unique and Broad
Digital Business Analytics
The Only Global Measurement
of Audience and E-commerce
170+ Countries Under Measurement
43 Markets Reported
2 Million Person Panel
360°View of Person Behavior
Web Visiting & Search Behavior Online
AdvertisingExposure
AdvertisingEffectiveness
Demographics,Lifestyles& Attitudes
Media & VideoConsumption
Transactions
Online& Offline
Buying
Mobile InternetUsage & Behavior
V0411
PANEL
6© comScore, Inc. Proprietary and Confidential.
Some of Our Largest Clients in Latin America Include…
V0411
7© comScore, Inc. Proprietary and Confidential.
Introduction
State of Internet Argentina
8© comScore, Inc. Proprietary and Confidential.
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
9© comScore, Inc. Proprietary and Confidential.
Online Audience Sizes in Latin America, 15+ Home & Work
Internet Audience 15+ accessing Internet from Home or 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%
10© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
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
11© comScore, Inc. Proprietary and Confidential.
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+
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
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+
12© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
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
13© comScore, Inc. Proprietary and Confidential.
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
Source: comScore Media Metrix, March 2011
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
14© comScore, Inc. Proprietary and Confidential.
91%
91%
74%
74%
71%
71%
71%
67%
63%
62%
73%
85%
61%
68%
69%
63%
36%
53%
63%
60%
Social Networking
Search/Navigation
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
Index: 126
106
121
109
103
112
198
126
100
104
15© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
82% 83%69%
91% 89%73%
Argentina Latin America Worldwide
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
16© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, February 2011
17© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
News/Info: 4%
Online Gaming: 3%
All Other:
21%
18© comScore, Inc. Proprietary and Confidential.
Argentina is #5 Facebook Market, #7 Twitter Market by Reach
Facebook.com Top 15 Markets by % Reach Twitter Top 15 Markets by % Reach
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
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
19© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
62% 65% 63%63% 62% 63%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+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
20© comScore, Inc. Proprietary and Confidential.
Visiting to Individual Retail Subcategories are Below Global Averages
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
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
21© comScore, Inc. Proprietary and Confidential.
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
22© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
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%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+8274% +101%+2715%
23© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
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%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+10% +3%-2%
24© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
25© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
24% 25%31%27% 25%
31%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+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
26© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
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
27© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
22% 21%26%27%
20%26%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+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
28© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
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
29© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
23% 26% 28%25% 24% 27%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+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
30© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
31© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
35% 35% 33%38% 33% 32%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+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
32© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2011
Top SportsSites: Argentina% Reach
Top SportsSites: ArgentinaAverage Minutes per User
33© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
34© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2011
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%
Argentina Latin America Worldwide
Mar 2010 Reach Mar 2011 Reach
+8% +5%+3%
35© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
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
36© comScore, Inc. Proprietary and Confidential.
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
Argentinian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore qSearch, March 2011
Facebook, 6%
Microsoft Sites, 3%
Yahoo! Sites, 1%
All Other, 1%
Google Sites
89%
37© comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
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
38© comScore, Inc. Proprietary and Confidential.
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
39© comScore, Inc. Proprietary and Confidential.
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.