Latin American and Brazil Media Market for 2013

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Datos estadisticos de la penetracipon de medios digitales en el mercado latinoamericano.

Transcript of Latin American and Brazil Media Market for 2013

  • CONTENTS

    Print: Market Indicators of Growth

    TV: Trends in Ad Spend & Pay TV

    Penetration

    Internet: Audience size, future growth, sites with most reach, user attitudes toward

    Internet advertising, average CTRs in region

    and in major markets

    E-commerce: Total sales for 2012, growth since

    2003, projected growth in key Latam markets,

    most popular products

    Mobile Market: Penetration of mobile phones,

    smartphones & tablets, the triple-digit growth

    of mobile Internet in Latin America and

    response to mobile advertising

    A Growing Consumer Class:

    The surge of the class C

    Media Penetration in Latin America

    Ad Spend Projections for Latam: 2013 and 2014

    Social Media: Use, most popular sites, reach,

    influence on consumer purchase decisions

    Online Videos: The audience, consumption trends

    and advertising potencial

  • A GROWING CONSUMER CLASS: THE SURGE OF CLASS C

  • Source: The World Bank, Economic Mobility and the Rise of the Latin American Middle Class

    1 in 3

    Families in Latin America are middle class

    In the past decade, more than 50 million people have joined the

    middle class in Latin America.

  • Sources: 1United Nations, 2World Bank, 3Cetelam report O Observador Brasil 2012, 4Consultora W, 5Departamento Administrativo Nacional de

    Estadstica, 6Asociacion Mexicana de Agencias de Investigacion de Mercados y Opinin Pblica, 7Asociacin Peruana de Empresas de

    Investigacin de Mercados, 8Novomerc Chile

    7%

    21%

    3%

    31%

    7%

    13%

    47%

    55% 52%

    33% 32% 28%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Argentina Brazil Chile Colombia Mexico Peru

    Classes AB

    Class C

    HAS BECOME A SIGNIFICANT PORTION OF THE POPULATION IN SEVERAL KEY MARKETS.

  • 105,000,000 Brazilians were Class C in 2011

    55% of the population

    In 2014

    58% of the population

    will be Class C

    40,000,000

    Brazilians joined Class C between 2003-2011

    Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular

  • SECOND, CLASS C IS SPENDING HUGELY:

    R$1.089 trillion

    2012

    Sources: IPC Target, FecomercioSP

    R$1.4 trillion*

    2015

    *more than classes A and B combined!

  • MEDIA PENETRATION IN LATIN AMERICA

  • Source: IBOPE Media Book 2012

    Free TV Pay TV Radio Newspapers Magazines OOH Internet

    Argentina 95% 71% 68% 43% 21% 91% 54%

    Brazil 97% 35% 76% 34% 40% 86% 44%

    Chile 99% 60% 73% 48% 35% 90% 64%

    Colombia 94% 78% 68% 39% 32% 91% 63%

    Costa Rica 97% 58% 77% 81% 13% 94% 41%

    Ecuador 98% 24% 80% 65% 41% 99% 55%

    Guatemala 85% 63% 86% 74% 8% 99% 26%

    Mexico 97% 36% 54% 27% 27% 98% 48%

    Panama 94% 50% 62% 69% 12% 70% 51%

    Peru 98% 64% 84% 69% 23% 100% 60%

    Puerto Rico 87% 54% 84% 73% 22% 97% 44%

    Penetration by Medium, 2011

    TV, OUT-OF-HOME AND RADIO HAVE THE DEEPEST

    BUT INTERNET IS GROWING SIGNIFICANTLY.

  • AD SPEND PROJECTIONS FOR LATAM: 2013 AND 2014

  • Zenith Optimedia projects 10% growth in ad spend for Latin America in 2013twice the growth of North America and triple the growth of Western Europe

    2013 2014

    Latin America 10% 9%

    North America 4% 5%

    Western Europe 3% 3%

    Central & Eastern Europe 9% 9.9%

    Asia Pacific 7% 8%

    Middle East, North Africa 2.8% 2.3%

    Rest of World 9.3% 10%

    FASTEST-GROWING REGION IN AD SPEND.

  • Argentina: up 19.6% in first 9 months of 2012, 31.6% growth in all of 2011 1

    Sources: 1Cmara Argentina de Agencias de Medios, 2WARC, 3Asociacin Chilena de Agencias de Publicidad, 4Asomedios, 5Confederacin de

    la Industria de la Comunicacin Mercadotcnica, 6IBOPE Media Panam, 7Compaa Peruana de Estudios de Mercados, 8Asociacin Uruguaya

    de Agencias de Publicidad

    STRONGLY IN ALL MAJOR MARKETS.

    Brazil: up 10.7% in 2012, 9.8% projected growth in 2013 2

    Chile: 10.4% increase in all of 2011 3

    Colombia: 8.8% growth in 2011 4

    Mexico: up 14% in all of 2011 5

    Panama: up 7.7% in all of 2011 6

    Peru: up 9% in 2012 7

    Uruguay: up 5.6% in all of 2012 8

  • AND BY 2014, BRAZIL WILL BECOME THE #5 AD MARKET IN THE WORLD.

    Source: Zenith Optimedia

    Rank Country

    Ad Spend in 2014 (billions)

    #1 United States 173,593

    #2 Japan 53,434

    #3 China 48,755

    #4 Germany 27,548

    #5 Brazil 22,216

  • Source: Cmara Argentina de Agencias de Medios

    37.4%

    9.4%

    35.0%

    4.8%

    3.2% 5.0%

    1.3% 6.1% Free TV

    Pay TV

    Newspapers

    Magazines

    Radio

    OOH

    Cinema

    Internet

    ARGENTINA AD SPEND SHARE BY MEDIUM, 2011

  • Source: Projeto Inter-Meios

    BRAZIL AD SPEND SHARE BY MEDIUM, 2011

    Guides 1.1% OOH 3%

    Cinema 0.3%

    Radio 3.%

    Pay TV 4%

    Internet 5.1%

    Magazines 7.1%

    Newspapers 11.8%

    Free TV 63%

  • Source: Asociacin Chilena de Agencias de Publicidad

    44.9%

    26.6%

    6.8%

    1.9%

    8.6%

    0.3% 4.6%

    6.2% Free TV

    Newspapers

    Radio

    Magazines

    OOH

    Cinema

    Pay TV

    Internet

    CHILE AD SPEND SHARE BY MEDIUM, 2011

  • Source: Confederacin de la Industria de la Comunicacin Mercadotcnica

    56%

    8%

    7%

    8%

    6%

    8%

    Free TV

    Radio

    Print

    Internet

    Pay TV

    OOH

    MEXICO AD SPEND SHARE BY MEDIUM, 2011

  • Source: Compaa Peruana de Estudios de Mercados y Opinin Pblica

    49.68%

    16.5%

    12.1%

    3.5%

    18.2%

    TV

    Newspapers

    Radio

    Internet

    Not specified

    PERU AD SPEND SHARE BY MEDIUM, 2011

  • Source: Comit Certificador de Medios ANDA-FEVAP

    26.9%

    6%

    5.6% 23.5%

    5.6% 1.5%

    10.2%

    12.2%

    8.5%

    Free TV

    Internet

    Pay TV

    Newspapers

    Magazines

    Cinema

    Radio

    Direct mail

    OOH

    VENEZUELA AD SPEND SHARE BY MEDIUM, 2011

  • PRINT MEDIA IN LATIN AMERICA

  • Latin American newspapers will grow in revenue by 5.5% per year through 2016 to reach a total of US$10.4 billion 1

    Newspaper circulation went up by 5% in Latin America between 2006 and 2011 2

    In 2009 magazine ad spend dropped in every region EXCEPT for Latin America grow through 2016 1

    Latin American newspaper revenues went up by 65% between 2006 and 2011 2

    Newspaper circulation in Brazil grew by 1.8% in all of 2012 and in 2011 grew by 3.5% to reach 4.4 million copies, a new record 3

    11.9% CAGR growth is forecast for newspaper ad spend in Argentina through 2016 1

    Magazines grew 33.7% in ad spend in Argentina in 2011 1

    Newspapers grew by 50% in circulation in Peru between 2007 and 2012 4

    Sources: 1PriceWaterhouseCoopers Global Entertainment Media Outlook 2012-2016, 2WAN-INFRA,, 3Instituto Verificador de Circulao, 4KPMG

    PRINT IS STILL A STRONG MEDIUM THROUGHOUT LATIN AMERICA. MARKET INDICATORS THAT SUGGEST THIS INCLUDE:

  • Sources: Cmara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociacin Chilena de Agencias de Publicidad, Asomedios, Ipsa

    Group Latin America, Compaa Peruana de Estudios de Mercados y Opinin Pblica, Comit Certificador de Medios ANDA-FEVAP

    Argentina Brazil Chile Colombia Ecuador Peru Venezuela

    40%

    18%

    29%

    36%

    10%

    17%

    29%

    Print ranks #1 in ad spend share in Argentina and #2 (after free TV) in Brazil, Chile, Colombia, Ecuador, Peru and Venezuela

    PRINT ALSO COMMANDS A MAJOR PORTION OF AD SPEND IN MANY LATAM MARKETS.

    Print's Share of Ad Spend in Key Latam Markets, 2011

  • TV IN LATIN AMERICA

  • 37%

    63%

    45%

    49%

    56%

    47%

    54%

    Argentina Brazil Chile Colombia Mexico Peru Uruguay

    Percentage of Ad Spend Share, 2011

    FREE TV RULES AD SPEND IN MOST OF

    Sources (left to right): Cmara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociacin Chilena de Agencias de Publicidad, Asomedios,

    Confederacin de la Industria de la Comunicacin Mercadotcnica, Compaa Peruana de Estudios de Mercados, Asociacin Uruguaya de

    Agencias de Publicidad

    Free TV Ad Spend Share in Major Latam Markets, 2011

  • Sources: 1Dataxis, 2Anatel, 3Centro de Investigacin en Innovacin en Telecomunicaciones, 4LAMAC, 5IBOPE

    pay TV penetration

    in Latam by 20171

    of homes in Brazil will be subscribed to pay TV by 2018potential audience of 173 million2

    8.5 million homes in Argentina have pay TV service4

    Projected penetration

    of pay TV in Mexico in 20133

    4.2 million homes in Colombia have pay TV service5

    Percentage of Ad Spend Share, 2011 OF LATAM IN FEB 2012 AND IS GROWING RAPIDLY.

    68%

    90%

    50%

  • INTERNET IN LATIN AMERICA

  • Sources: Internet WorldStats, comScore, Subsecretara de Telecomunicaciones, Asociacin Mexicana del Internet

    28,000,000

    1,985,970

    85,000,000

    9,086,000

    25,000,000

    2,000,000

    4,000,000

    4,000,000

    1,200,000

    2,200,000

    1,000,000

    40,600,000

    663,000

    1,500,000

    1,523,000

    9,900,000

    1,698,000

    1,855,000

    10,900,000

    Argentina

    Bolivia

    Brazil

    Chile

    Colombia

    Costa Rica

    Dominican Republic

    Ecuador

    El Salvador

    Guatemala

    Honduras

    Mexico

    Nicaragua

    Panama

    Paraguay

    Peru

    Puerto Rico

    Uruguay

    Venezuela

    Percentage of Ad Spend Share, 2011

    AS OF 2012, INTERNET COMMANDS A HUGE AUDIENCE IN LATIN AMERICA: 232 MILLION.

  • Growth projections for specific markets:

    Sources: 1LACNIC, 2Comit Gestor da Internet, 3Pyramid Group, 4Latin America & Caribbean Network Information Centre, 5Comisin Nacional

    de Telecomunicaciones de Paraguay

    Percentage of Ad Spend Share, 2011

    BY 2015, THERE WILL BE 60% INTERNET PENETRATION IN LATIN AMERICA AND 120 MILLION ADDITIONAL USERS.1

    Brazil 168 million by 2014 , up from 85 million in 2012 2

    Chile 16.4 million by 2015 , up from 9 million in 2012 3

    Ecuador 7.5 million by 2015 , up from 4 million in 2012 4

    Mexico 65 million by 2015 , up from 40 million in 2012 4

    Paraguay 3.4 million by 2015 , up from 1.5 million in 2012 5

  • Types of Web Sites with Deepest Reach among

    Internautas :

    Source: Futuro Digital, comScore, March 2012

    97.5% 96.3% 96.7% 96.4%

    86.3% 85.3%

    Portals Search Entertainment Social Media News Community

    Percentage of Ad Spend Share, 2011 INTERNET USERS.

  • 67% of female shoppers in Brazil use the Internet as a source before shopping for products and services1

    95% of Brazilian consumers look for information online before buying a car2

    68% of Brazilian Internet users say that online ads influence their purchasing decisions3

    57% of Brazilian Internet users say that Internet ads motivate them to buy the products that are advertised4

    Sources: 1Oh! Panel, 2IDG, 3Deloitte Media Democracy, 4IAB Brasil, 5Asociacin Mexicana de Internet, 6Estudio Colombiano del Internet 2011

    75% of Mexican Internet users stop to view online ads5

    83% of Mexican Internet users recall online ads5

    Product categories with highest recall include computer products (50%), movies (46%), mobile phones (45%), banks (32%) and software (32%)5

    53% like seeing ads on social media sites and 61% recall ads they see on social media sites5

    Preferred online ad formats for Colombian Internet users are banners (37%), videos (35%) and sponsored links6

    7 out of 10 Colombians check opinions and recommendations on social media before buying a product1

    Internet is the #2 medium that motivates Colombians to buy products6

    LATIN AMERICANS IN KEY MARKETS ARE WELL-DISPOSED TOWARDS INTERNET ADVERTISING.

  • Average Click-Thru Rate Latin America North America

    Standard banner (overall) 0.14% 0.10%

    728X90 0.14% 0.09%

    120X600 0.12% 0.07%

    160X600 0.15% 0.08%

    Mobile banner 0.48% 0.86%

    Rich media 0.34% 0.15%

    Source: MediaMind Global Benchmarks Report H1 2012

    LATIN AMERICANS HAVE SIGNIFICANT HIGHER CTRS THAN NORTH AMERICANS FOR STANDARD BANNERS AND ALSO FOR RICH MEDIA.

  • Source: MediaMind Global Benchmarks Report H1 2012

    Average Click-Thru Rate Argentina Brazil Central America Chile Colombia Mexico Peru

    Standard banner (overall) 0.13% 0.14% 0.15% 0.12% 0.13% 0.15% 0.19%

    728X90 0.13% 0.15% 0.13% 0.13% 0.14% 0.13% 0.25%

    120X600 0.11% 0.13% 0.10% 0.12% N/A 0.10% N/A

    300X250 0.13% 0.15% 0.17% 0.23% 0.19% 0.17% 0.21% 160X600 0.14% 0.12% 0.17% 0.23% 0.17% 0.17% 0.18%

    Rich Media 0.42% 0.22% 0.45% 0.25% 0.72% 0.44% 0.58%

    Enhanced std. banner 0.07% 0.11% 0.09% N/A N/A 0.09% N/A

    728X90 N/A N/A 0.08% N/A N/A 0.08% N/A

    120X600 N/A N/A 0.06% N/A N/A 0.06% N/A

    300X250 0.07% N/A 0.17% N/A N/A 0.17% N/A

    Polite Banner 0.18% 0.11% 0.15% 0.17% 0.16% 0.15% N/A

    Floating Ad 1.93% 0.44% 2.59% N/A 3.23% 2.59% 1.01% Expandable Formats 0.43% 0.31% 0.54% 0.23% 0.61% 0.53% 0.68%

    234X60 0.54% 0.55% 0.69% 0.50% 0.96% 0.69% 0.86%

    728X90 0.27% 0.40% 0.48% n/A N/A 0.43% 0.99%

    160X600 N/A 0.23% 0.32% n/A N/A 0.32% N/A

    300X250 0.42% 0.20% 0.55% 0.43% N/A 0.56% 0.36%

    PushDownBanner 0.36% 0.17% 0.27% n/A 0.26% 0.27% 0.26%

    IN SEVERAL KEY LATAM MARKETS, FLOATING ADS PERFORM WELL & 300 X 250 STANDARD BANNERS GENERALLY HAVE HIGHER THAN AVERAGE CTRS.

  • Source: IAB Brasil

    42% 55%

    3%

    Display

    Search

    Other

    BREAKDOWN OF 2011 ONLINE AD SPEND, BRAZIL

  • Source: IAB Chile

    49% 51% Search, Directories,Social

    Display

    BREAKDOWN OF 2011 ONLINE AD SPEND, CHILE

  • Source: IAB Colombia

    70%

    17%

    8%

    2.50% 1.16% 1.01%

    Display

    Search

    Social media

    Video

    Mobile

    Email marketing

    BREAKDOWN OF 2011 ONLINE AD SPEND, COLOMBIA

  • Source: IAB Mxico

    61% 28%

    12%

    Display

    Search

    Classified

    BREAKDOWN OF 2011 ONLINE AD SPEND, MEXICO

  • Source: IAB Per

    53% 47% Display

    Search

    BREAKDOWN OF 2011 ONLINE AD SPEND, PERU

  • Source: IAB Uruguay

    36%

    35.60%

    19%

    3% 3%

    2%

    5% Display

    Search

    Production ofmaterialsEmail marketing

    Mobile

    Services

    Other

    BREAKDOWN OF 2011 ONLINE AD SPEND, URUGUAY

  • SOCIAL MEDIA IN LATIN AMERICA

  • Of Latin American Internet users are on

    social media11

    Sources: 1comScore, 2Socialbakers

    Social media have deep penetration and heavy engagement in the region.

    Growth in Facebook users in 2011 in Latin America: more

    than 168 million users around the region2

    Of total time spent online in Latam is spent on social

    media sites1

    95% 50% 28%

  • 73% of Latin Americans regularly read comments about brands on social media 66.9% trust these comments 62% say these comments influence their purchase decisions

    Source: Oh! Panel study, May 2011

    Social media influence the purchase decisions of 62% of Latin Americans.

    58.9% of Latin Americans go on social media to find product information 36.8% of Latin Americans follow brands on social media 78.6% follow brands to learn about new products offered by that brand

  • Source: comScore

    social media site but other sites have grown hugely in the region.

    5,000% 2,500%

    97% 86% 43%

    Increase in Unique Visitors, November 2011 to November 2012

  • ONLINE VIDEOS IN LATIN AMERICA

  • 11.5 million videos watched every month in Argentina, Brazil, Chile and Mexico

    Source: comScore

    Online video consumption has spiked significantly in Latin America.

    96%: online videos have the deepest reach in Argentina, followed by Chile (92%), Brazil (84%) and Mexico (81%)

    172 online videos a month are watched by Chileans, while Mexicans watch 155 per month, Brazilians watch 125 per month and Argentines watch 117 per month

  • Advertisers fail to reach 30% of the audience via just TV but can gain 16% of effective reach by combining TV and online video advertising1

    Sources: 1comScore, 2YouTube

    Besides growth, online video offers major opportunities for ROI.

    Average growth of 37.5%

    In online videos watched in Argentina, Brazil, Chile and Mexico

    between 2011 and 20121

    Brazil is the

    6th largest market in the world for

    in terms of videos watched2

    In 2011, video views on

    YouTube grew 67% in Brazil2

  • E-COMMERCE IN LATIN AMERICA

  • Source: Amrica Economa & Visa Latin America E-Commerce study, 2012

    26% projected

    growth in 2012

    E-COMMERCE IN LATIN AMERICA HAS GROWN BY 27 TIMES SINCE 2003.

    E-commerce sales in Latam

    in 2003: US$1.6 billion

    E-commerce sales in Latam in 2011:

    US$43 billion

    US$69 billion Projected e-commerce sales for

    Latin America in 2013

  • Clothes

    Computer electronics

    Music, movies or videos

    Appliances

    Computer hardware

    Source: comScore

    OVERALL, CLOTHES ARE THE PRODUCT THAT LATIN AMERICANS BUY THE MOST ONLINE.

    A 2012 comScore e-commerce study of Latin America revealed the most popular products among online shoppers in the region:

    1

    2

    3

    4

    5

    6

    7

    8

    9

    10

    Entertainment tickets

    Vacation/travel

    Health and beauty care

    Books and magazines

    Sports and fitness

  • Sources: 1Amrica Economa & Visa E-Commerce Study, Latin America, 2012, 2e-bit

    The percentage of e-commerce sales in

    Latin America that are generated in Brazil1

    2012 e-commerce sales in Brazil2

    Projected 2013 e-commerce sales in Brazil2

    BRAZIL IS THE LEADING E-COMMERCE MARKET

    59% US$11 billion

    US$14 billion

  • ARE POSTING STRONG E-COMMERCE NUMBERS.

    Sources: 1Amrica Economa & Visa Latam E-commerce study, 2012, 2Asociacin Mexicana del Internet, 3Cmara Argentina de Comercio

    Electrnico, 4Cmara Colombiana de Comercio Electrnico,

    Mexico #2 e-commerce market in Latam1

    US$6.2 billion in sales in 2012, 46% growth2

    Top 5 selling products are (#1) plane/ train tickets, (#2) tickets to shows, (#3) hotel reservations, (#4) electronics, (#5) clothes2

    Argentina US$3.3 billion in sales in 2012, 32% growth compared to 20113

    5 best-selling products are (#1) smartphones, (#2) clothes, (#3) car accessories, (#4) clothes, (#5) home decor3

    Colombia US$2 billion in sales in 20124

    Chile US$1.7 billion in sales in 20121

    14% growth compared to 20111

  • MOBILE MARKET

  • MOBILE PENETRATION IN LATIN AMERICA IS AT 105% AND WILL REACH 130% BY 20151.

    Sources: 1GSMA, Comisin Nacional de Comunicaciones de Argentina, Anatel, Subsecretara de Telecomunicaciones, Ministerio de Tecnologas de la

    Informacin y las Comunicaciones, Ministerio de Ambiente, Energa y Telecomunicaciones, Superintendencia de Telecomunicaciones, Pyramid

    Research, Superintendencia de Telecomunicaciones, Unin Internacional de Telecomunicaciones, Everis, Oficina de Desarrollo de las

    Telecomunicaciones de la UIT, El Ministerio de Transportes y Comunicaciones, Instituto Nacional de Estadsticas, Comisin Nacional de

    Telecomunicaciones, Vision Mobile, Google, 3D Chile, LG Mobile Colombia, IDC, Futuro Labs

    142%

    124% 129%

    100% 101%

    89% 98%

    20% 14%

    30%

    7% 10% 20%

    11%

    0%

    20%

    40%

    60%

    80%

    100%

    120%

    140%

    Argentina Brazil Chile Colombia Costa Rica Mexico Peru

    Mobile penetration Smartphone penetration

    Mobile & Smartphone Penetration in Major Latam Markets

  • Argentina: 43% increase in tablet sales in 2012: 340,000 units sold 1

    Sources: 1IDC, 2IT Data, 3GfkChile, 4Gremial de Empresas de Informtica, 5Dominio Consultores

    TABLET ADOPTION IS LOW COMPARED TO OVERALL POPULATION BUT SALES ARE SPIKING IN SEVERAL LATAM MARKETS.

    Brazil: Tablet sales reached 3.1 million in 2012 and are projected to reach 5.1 million in 2013 2

    Chile: 27,300 tablets sold in first quarter of 2012, 11.5% share of portable PC market in the country 3

    Guatemala: 40,000 tablets sold during Jan -June 2012, 52% more than Jan -June 2011 4

    Peru: Tablet sales increased by 334% in the first half of 2012 5

    Mexico: Tablet sales reached 2.2 million in 2012 and will reach 4.3 million units by 2016 1

  • Sources: 1Huawei, 2Convergencia Research, 3COFETEL, 4Ministerio de Transportes y Telecomunicaciones, 5Nokia, 6Unidad Reguladora de los

    Servicios de Comunicacin

    Increase in mobile broadband

    subscribers, 2010-20122

    Growth in mobile broadband subscribers,

    2010-20121

    growth in mobile broadband connections, 20114

    growth in mobile broadband subscriptions,

    2011-20123

    Increase in mobile

    Internet use, 20115

    growth in broadband

    connections in 20116

    MOBILE INTERNET IS GROWING HUGELY IN LATIN AMERICA.

    421% 194% 107%

    105% 69% 60%

  • LATIN AMERICANS ARE SHOWING STRONG RESPONSE TO MOBILE ADS.

    Sources: 1MediaMinds, 2Hunt Mobile Ads

    Average CTR for mobile banners in Latin America, higher than that of Australia, Eastern Europe and most of Asia1

    Of Latam mobile device users respond favorablly to geo-targeted ads1

    Mobile ad CTR for Colombia2

    Mobile ad CTR for Mexico2

    Mobile ad CTR for Brazil2

    Mobile ad CTR for Argentina2

    .60% .56% .61% .52%

    33% .48%

  • Key Trends, Data Points and Impact on Consumer Purchase Decisions

  • CONTENTS

    Print Media in Brazil: growth and consumption

    TV: growth, usage and penetration

    Radio: penetration, listener profile, reach

    Internet in Brazil: growth, usage, influence of Internet ads on purchases

    E-commerce: buying patterns and hottest-selling products

    Social Media: usage, top sites, influence on consumer purchase decisions

    Online Video: consumption and potential for advertisers

    Mobile Market: Shopping habits and attitudes towards mobile ads of Brazilian smartphone users

    Ad Spend in Brazil 2005-2012 , fastest-growing media, future projections

    Media Penetration in Brazil

  • EXECUTIVE SUMMARY

    Ad spend has grown over 100% since 2005 and Brazil will be the #5 ad market in the world by 2014 Internet and Pay TV are the fastest-growing media in ad spend: they have grown by 15% and 13% in 2012 Print is NOT dead in Brazilprint media growing in circulation (4.4 million in 2011 + 2% gain in 2012), penetration and earning record revenues (magazines earned 1.3 billion reais in 2011) TV and radio retain strong penetration and influence, and pay TV will have 90% penetration by 2018 There are 85 million Internet users in Brazil 68% of Brazilian women research online before buying products 68% of Brazilians say Internet ads influence their purchases and Internet affects their views of products Brazilians are shopping online more than ever and buy 4 key products the most Mobile penetration is 130%, 2.5 million tablets sold in Brazil in 2012 94% smartphone owners view mobile ads and over 66% make mobile purchases

  • A GROWING CONSUMER CLASS: THE SURGE OF CLASS C

  • CLASS B IS RESPONSIBLE FOR THE

    Source: FecomercioSP

    A1, 3%

    A2, 16%

    B2, 26%

    B1, 25%

    C1, 17%

    C2, 9%

    D, 4% E; 0.1%