Consumidores Digitais: Brazil Digital Future in Focus 2014 (ComScore)

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil [email protected]

2014 Brazil Digital Future in Focus

The 2013 Digital Year in Review & What It Means for the Year Ahead

Alex Banks, VP Latin America & Director Brazil

May, 2014

http://www.facebook.com/comscoreinc

https://twitter.com/comScoreLATAM




mailto:[email protected]

© comScore, Inc. Proprietary. 2

Regional Overview…………………… 3

Brazil Online Landscape…………… 10

Digital Audience Behavior…….…… 15

Social Media………………..………… 23

Retail…………………………………… 31

Online Video…………………..……… 38

Multiple Device Usage……………… 43

Online Advertising…………………… 46

Futebol Fever………………..………… 50

Table of Contents

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 3

Regional Overview

© comScore, Inc. Proprietary. 4 #FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Distribution of Worldwide Internet Audience

Asia Pacific and Europe Leading the Online Universe

14% North America

10% Latin America

26% Europe

41% Asia Pacific

9% Middle East - Africa

40% of the Latin American

Audience is located in Brazil



© comScore, Inc. Proprietary. 5 #FiFBrasil

354.6

194.7

80.1

73.0

68.1

66.8

52.6

42.4

39.4

30.5

China

United States

India

Japan

Brazil

Russian Federation

Germany

France

United Kingdom

Italy

Total Unique Visitors (MM)

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

Internet Audience Ranking by Country (15+, PC/laptop)

As of February 2014, Brazil Ranked 5th Largest Audience

Brazil ranked third after U.S. &

China with 126,857 MM

IN TOTAL MINUTES

SAME MONTH LAST YEAR

Brazil’s Internet Audience was

61.4 MM (+11% YtY)




32.6

27.4

21.9 18.6

14.8

North America Europe Latin America Asia Pacific Middle East - Africa

Avera

ge H

ou

rs p

er

Vis

ito

r a M

on

th


Online Time Spent Across Regions

North America and Europe Spent More Time Online

Worldwide

22.7

Brazil

29.7




29.7

21.9

20.4

18.8

16.9

16.0

15.9

15.2

12.1

Brazil

Latin America

Argentina

Peru

Venezuela

Colombia

Chile

Mexico

Puerto Rico

Avera

ge H

ou

rs p

er

Vis

ito

r a M

on

th


Engagement Across Latin American Audiences

Consumers in Brazil spent 29.7 hrs. per month online (PC only)




Time Spent Online by Age Group Brazilians Aged <35 Spent More Time Than The Avg. In Other Regions


26.0

29.3

20.3

20.8

26.3

29.2

23.4

17.6

20.7

20.4

21.2

17.5

13.9

13.0

17.9

18.2

13.2

8.1

17.3

26.0

Worldwide

Brazil

Europe

North America

% o

f To

tal M

inu

tes

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




68,138 24,840 17,981 12,604 9,226 6,099 5,569 1,466 1,353

Brasil Mexico Argentina Colombia Venezuela Chile Peru PuertoRico

Uruguay

To

tal U

niq

ue V

isit

ors

(000)

Online Audience Across Latin America

40% of Latin America’s 169 Million Internet Users are in Brazil





Brazil Online Landscape

© comScore, Inc. Proprietary. 11 #FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

Brazil Internet Audience

The Unique Visitors grew +11% vs Same Month Last Year 71,9

45

73,0

71 79,7

03

80,0

14

Total Unique Visitors (000)

Gro

wth

Over

1 Y

ear

+11%



© comScore, Inc. Proprietary. 12 #FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

Brazil Online Audience Profile

65% of The Total Internet Audience in Brazil has <35 years old

14.8%

25.0% 24.8%

17.4%

11.1%

6.9%

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

% Composition of Unique Visitors

Men 51%

Women 49%




Regional Internet Population Distribution & Average Usage

The region with highest growth rates is Northeast

Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

BR Region: Northeast

26.2 Hours Online

17% YtY Growth

BR Region: Southeast

26.2 Hours Online

10% YtY Growth

BR Region: South

27.9 Hours Online

10% YtY Growth

BR Region: Center-west

26.0 Hours Online

11% YtY Growth

BR Region: North

26.2 Hours Online

9% YtY Growth

% Of Online Population

5.2%

16.5%

53.0%

17.0%

8.2%



© comScore, Inc. Proprietary. 14 #FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+

Internet Population Distribution by State

24,676

9,656

6,667

4,808

5,437

3,352

3,519

2,895

19,003

22,307

8,976

6,016

4,647

4,594

3,089

3,072

2,722

16,522

São Paulo

Rio de Janeiro

Minas Gerais

Paraná

Rio Grande do Sul

Santa Catarina

Bahia

Distrito Federal

Other

To

tal U

niq

ue V

isit

ors

(000)

Feb-14

Feb-13

+15%

+6%

+15%

+8%

+18%

+3%

+11%

+8%

+11%

YOY

Growth




Digital Audience Behavior


Social Networking Captures Most PC Screen Time in Brazil

Total Time Spent on Social Networking Grew 6%

0

10,000

20,000

30,000

40,000

50,000

60,000

To

tal M

inu

tes (

MM

)

Social Networking Sports Portals Services Entertainment News/Information



© comScore, Inc. Proprietary. 17 #FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+

Portals and Services are Two of the Fastest Growing

Categories

77,139

76,157

72,519

70,323

68,289

31,405

56,737

69,079

66,483

65,955

62,794

68,655

32,831

52,733

Services

Portals

Social Media

Entertainment

Search/Navigation

Sports

News/Information

To

tal U

niq

ue V

isit

ors

(000)

Feb-14

Feb-13

+8%

-4%

-1%

+12%

+10%

+15%

+12%

YOY

Growth




95.2

70.9

57.2

51.2

51.1

43.4

40.6

39.3

34.3

32.8

31.6

31.1

30.8

27.1

22.6

12.0

92.6

77.9

62.3

35.2

51.5

21.2

32.7

38.5

36.3

29.8

26.7

29

24.8

29.9

26.6

17.9

Portals

News/Information

Technology

Education

Games

Government

Banking

Sports

Travel

Family & Youth

Classifieds

Health

Beauty/Fashion/Style

Automotive

Career Services and Development

Real Estate

% Reach in Brazil

% Reach Worldwide


Reach by Category




The Evolution of Some Key Content Categories in Brazil

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

To

tal U

niq

ue V

isit

ors

(000)

Entertainment Newspapers Retail Travel




0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000


Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

UV’s in Politics Category Increased During the Protests

The % of total minutes increased 42% May vs June 2013




74,5

37

66,4

60

54,0

99

52,9

53

49,3

29

47,8

57

46,2

11

40,9

04

29,1

88

26,8

39

34,9

46

30,3

74

14,7

94

16,0

72

12,9

08

8,8

28

9,0

81

8,6

01

4,1

53

2,9

06

GoogleSites

Facebook UOL MicrosoftSites

Globo YahooSites

R7 Portal Terra -Telefonica

IG Portal GrupoNZN

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

Top Properties in Brazil





11,4

98

5,6

20

8,2

19

7,3

84

663

6,1

14

5,4

16

5,2

02

4,7

95

2,6

60

139 2

,782

3,2

23

15,1

71

14,1

24

12,4

15

11,0

16

8,2

73

8,0

28

7,4

82

7,2

93

6,7

06

5,4

56

5,1

08

4,5

38

4,4

11


Feb-2013 Feb-2014

Biggest Growing Properties in Brazil

Source: comScore Media Metrix®, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+




Social Media


78.4

77.3

77.2

72.0

69.5

66.6

64.9

64.8

63.1

62.9

Japan

Brazil

Taiwan

Indonesia

Uruguay

Spain

Thailand

Poland

Portugal

Turkey

% Reach


Brazil Ranks 2nd Worldwide in Reach of the Blogs Category




Brazilians Highly Engaged With Social Content

Nearly 13 Hours in February on Social Networking Sites

775

346

0

100

200

300

400

500

600

700

800

900

Average Minutes per Visitor on Social Networking Sites

Brazil Worldwide




46,615 22,683 22,037 44,720

Brazil Mexico Argentina MX + AR

To

tal M

inu

tes (

MM

)

Facebook Total Internet


Brazilians Spend More Time on Facebook than the Mexican

and Argentine Online Audiences Spend Online Combined




65,957

11,841

11,375

7,903

5,088

4,857

3,159

2,752

FACEBOOK.COM

Linkedin

TWITTER.COM

TUMBLR.COM

ASK.FM

Orkut

BADOO.COM

Yahoo Profile

To

tal U

niq

ue V

isit

ors

(000)

Ranking of Top Social Networks

LinkedIn takes second place with an 11% growth


38.2

34.7

30.4

21.1

24.8

27.3

32.9

30.2

Median

Age




Share of Time Spent in Social Networks in Brazil


FACEBOOK.COM 97.8%

Linkedin 0.2%

TWITTER.COM 0.7%

TUMBLR.COM 0.6%

ASK.FM 0.5%

Orkut 0.3%

Other 2.2%



© comScore, Inc. Proprietary. 29 #FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram

Social Audiences Are Growing Fast

Total interactions across Facebook increasing by 26%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Total Monthly Interactions Across Top Facebook Pages in Brazil Brasil Pages

+26%


Total Number of Fans Across Brazil’s Top Pages Brasil Pages

+148%

262M

650M

65M

82M



© comScore, Inc. Proprietary.

The use of Instagram is Growing Fast

Brands have seen an almost 900% increase since Jan-2013

January 2013 to April 2014 By the Numbers

Engaged Social Moments across Top Instagram Properties 21M

Total Pieces of Content Posted by Brazil’s Top Instagram Properties 18K

Actions per Media (average) 1,167


Total Monthly Actions on Instagram across Brazil’s Top Properties Instagram in Brasil

+893%

375K

4M

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram


Retail


2013 Saw a Rise in Retail Audience in Brazil

Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

46,000

48,000

50,000

52,000

54,000

56,000

58,000

60,000

62,000

Total Unique Visitors (000) Retail Category

+ 10%




75.5

67.5

77.7

Worldwide Latin America Brazil

% Reach

Source: comScore Media Metrix®, - February 2014, Home and Work, PC Only, 15+

% Reach and Engagement on Retail Websites

Highest Reach but still has space to grow in Engagement

11.0

7.4 7.3

Worldwide Latin America Brazil

Average Minutes per Visitor




Demographic Profile of Retail Category Almost 60% of Brazilian Retail Audience is Younger Than 35 Years Old


26.0

32.4

29.3

26.3

27.9

29.2

20.7

19.6

20.4

13.9

12.3

13.0

13.2

7.8

8.1

Worldwide

Latin America

Brazil

% Composition Unique Visitors (000)

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




What Are the Online Buyers Looking For?

Source: comScore Segment Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

80.6

55.5

43.7

41.8

26.5

23.9

19.1

17.4

16.5

14.5

9.4

9.3

9.3

8.9

7.2

5.5

4.8

3.7

1.9

Consumer Electronics

Department Stores

SportsOutdoor

Apparel

Books

Computer Hardware

FragrancesCosmetics

Home Furnishings

Computer Software

Mall

Health Care

Movies

Toys

JewelryLuxury GoodsAccessories

Tickets

- Food

Consumer Goods

FlowersGiftsGreetings

Music

% Composition Unique Visitors




23,861

19,602

14,905

13,959

11,046

11,017

9,389

7,602

7,588

6,873

6,337

5,536

5,456

5,300

4,595

MercadoLibre

B2W Digital

Buscape Company

Nova Pontocom

Wal-Mart

Netshoes Group

Alibaba.com Corporation

Magazineluiza.com.br

Maquina De Vendas

Livrariasaraiva.com.br

UOL Shopping

Dafiti Sites

Centauro.com.br

Apple.com Worldwide Sites

Amazon Sites


Top Retail Properties Ranked by Unique Visitors Mercado Libre is Leading the Retail Category in Brazil





Buscape Continues to Lead the Comparison Shopping Sites UOL Shopping continues in second place


14,905

6,337

2,854 2,493

Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping





Online Video

© comScore, Inc. Proprietary. 39 #FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+

October was the Month with Most Videos Viewed

We saw other peaks in March and June 160

177

161

156

Videos Viewed per Viewer




62,384

39,348

19,561

17,498

16,918

14,728

11,749

10,753

7,264

Google Sites

Facebook

Globo

Maker Studios Inc.

VEVO

Warner Music

UOL

Vimeo

Yahoo Sites

Unique Viewers (000)

Online Video in Brazil

YouTube is still the leader

Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

3.2

3.8

7.9

7.3

19.5

11.6

30.2

23.2

85.1

Videos per Viewer




Growth in Some of Brazil’s Top Online Video Properties (UVs)

Turner Digital and Facebook gain > 200%

Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

-2% 10%

25% 39%

52%

94%

121%

228%

262%

GoogleSites

UOL YahooSites

VEVO Globo WarnerMusic (w/history)

Vimeo Facebook TurnerDigital

Unique Viewers




Share of Videos from other players are increasing while

YouTube is sharing less than in 2013

52.4

2.8

4.0

2.4

48.6

8.5

5.5

3.1

YOUTUBE.COM

Facebook

Globo

VEVO

% Share of Videos

Feb-2014 Feb-2013

Source: comScore Video Metrix®, February 2013 – February 2014, Home and Work, PC Only, Brazil 6+




Multiple Device Usage


78.3 88.1

14.5 9.3 6.7 2.5

0.5 0.1

U.S. Brazil

Platform Share of Page Hits

PC Mobile Tablet Other

Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+

Device Share of Page Views (excluding Apps)

Android has a stronger presence in Brazil compared to the U.S.

41.0

14.5

53.6

71.7

1.7 5.0

U.S. Brazil

Mobile OS Share of Page Hits

iOS Android Windows




84.4 78.3

10.1 14.5

4.9 6.7

0.7 0.5

2013 2014

U.S.


Source: comScore Device Essentials, February 2013 vs February 2014, Home and Work, PC Only, 15+

Platform Share of Page Hits

Mobile increased share 132% in Brazil

93.9 88.1

4.0 9.3

2.0 2.5 0.1 0.1

2013 2014

Brazil





Online Advertising


583,898,235

120,055,440

118,612,432

94,679,610

90,363,309

81,609,981

36,668,832

29,554,583

23,336,187

7,839,708

Facebook

UOL

Globo

Microsoft Sites

Terra - Telefonica

Google Sites

Yahoo Sites

R7 Portal

IG Portal

Grupo Abril

Display Ad Impressionsfrom Jan-Dec 2013

Display Ads Served by Publisher

Facebook continues to lead in Brazil

Source: comScore Ad Metrix®, Brazil 6+, 2013




22,486,027

22,034,729

18,436,597

13,570,865

12,748,206

12,175,121

11,151,983

10,553,321

10,276,263

10,064,076

Netshoes

Dafiti

Netflix, Inc.

MRV

OLX Inc.

Microsoft Corp

Itau Unibanco

Globo

Unilever

Net ServiçosDisplay Ad Impressionsfrom Jan-Dec 2013

Display Ads in Brazil by Advertiser

Netshoes was the Biggest Online Advertiser in 2013

Source: comScore Ad Metrix®, Brazil 6+, 2013




Facebook Share of Display Ads

37.5

33

32.3

32

30.1

29.2

27.8

26.8

Brazil

México

France

UK

Canadá

Spain

United States

Germany

Source: comScore Ad Metrix®, February 2014, Home and Work, PC Only, Brazil 6+




Futebol Fever


0.0

0.5

1.0

1.5

2.0

2.5

3.0

% R

each

Fif

a.c

om

Latin America Middle East - Africa North America Europe Asia Pacific

Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 15+

Latin American’s World Cup Excitement

Strongest penetration relative to the rest of the world

FIFA

Confederations

Cup 2013 FIFA World Cup

2014




1.6

1.0

0.6

0.6

0.5

0.4

0.4

0.3

0.3

0.3

0.3

0.3

0.2

0.2

0.2

Uruguay

Brazil

Colombia

Canada

United Kingdom

Chile

Spain

Switzerland

Peru

Argentina

Venezuela

New Zealand

Belgium

Norway

Mexico

% Reach Fifa.com


Uruguay and Brazil Showed the Strongest Relative

Visitation to Fifa.com during February 2014




-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000


Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 6+

Travel Category has been Lifted by the World Cup in Brazil





Social Moments on Facebook World Cup Sponsors

+27%

5.5M

7M

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

Sponsors of the World Cup in Brazil have seen an upward

trend in activity

Jan 2013 Apr 2014

Total Actions 5,511,942 7,019,147

(+27%)

Average Unique Engaged Audience 124,456 143,991

(+16%)

Posts (Total) 1,425 1,570

(+10%)



© comScore, Inc. Proprietary. 55 #FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

The WC Sponsors, on Average, Doubled their Amount of

Fans in Facebook since February 2013

+ 52%

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000 Average # of Facebook Fans




Nike & McDonald’s Facebook Posts Led to Greater Engagement




The Average Engagement per Tweet for Sponsors

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16% Avg. Engagement/Tweet + 200%




Followers of the WC Sponsor Brands Spread their Branded

Content Almost 3X More than in February 2013

0

1,000

2,000

3,000

4,000

5,000

6,000

+ 290%



© comScore, Inc. Proprietary. 59

Brazil is the 5th largest audience with 68.1 MM total unique visitors as of

February 2014, with an 11% growth compared to same month last year. In

terms of total minutes, is ranked 3rd with 126,857 MM.

Brazil is one of the world’s leaders in online engagement, with users spending

29.7 hours per month online on their PCs and/or Laptops, 7 hours more than

the global average.

40% of Latin America's 169 Million Internet users are in Brazil.

Facebook is the top social network in Brazil followed by LinkedIn, and

Brazilians spent more time on FB than Mexico and Argentina spent online.

Android is the dominant mobile OS with 71.7% of share of page hits.

The digital ad market is healthy and growing in Brazil, with more than 1.56

trillion display ad impressions served in 2013.

Key Insights

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Consumidores Digitais: Brazil Digital Future in Focus 2014 (ComScore)

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Transcript of Consumidores Digitais: Brazil Digital Future in Focus 2014 (ComScore)