State of the Internet · 2011. 9. 14. · Source: comScore Media Metrix, May 2010 to May 2011...

August 2011

State of The Internet with a Focus on Mexico

Iván Marchant, Country Manager Mexico, comScore, Inc.

2 © comScore, Inc. Proprietary and Confidential.

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170+ Countries Under Measurement

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360°View of Person Behavior

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Advertising Exposure

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Demographics, Lifestyles & Attitudes

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Transactions

Online & Offline

Buying

Mobile Internet Usage & Behavior

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PANEL


Some of Our Largest Clients in Latin America Include…

http://www.bancomer.com/

http://www.cnnexpansion.com/


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

May 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

Mexico is one of the largest and fastest-growing online populations in the region

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

Average usage in Mexico was almost two hours more than the global average,

but still lagged behind other markets in the region

Users in Argentina, Peru, and Brazil posted the heaviest usage

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

Mexico’s population skews even younger, with 64% of the population under 35

Age Distribution in Mexico is Even Younger Than LatAm Average

Composition of Internet Audience 15+



26%

33%

40%

26%

29%

24%

22%

20%

20%

14%

11%

11%

12%

7%

5%

Worldwide

Latin America

Mexico

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


Young People Drive Internet Consumption in Mexico

Average Time Online by Age Hours per Visitor

15-24 year olds in Mexico spend the most time online, on average



25.8

29.9

23.9 22.6 21.2

25.2

-

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+

Mexico Latin America Worldwide


Instant Messengers, Webmail, and Blogs are Key Online Categories

Reach of Key Categories



Index: 126

106

121

109

103

112

198

126

100

104

91%

90%

78%

77%

72%

71%

64%

63%

60%

58%

85%

76%

69%

62%

70%

35%

51%

57%

65%

63%

Search/Navigation

Social Networking

Multimedia

e-mail

Directories/Resources

Instant Messengers

Blogs

Community

Retail

News/Information

Index: 107

118

114

126

103

206

126

111

105

93

92

58%

54%

49%

41%

38%

32%

31%

30%

26%

19%

54%

58%

51%

31%

28%

46%

33%

35%

32%

23%

Technology

Downloads

Games

Education

Photos

Business/Finance

Sports

TV

Travel

HealthMexico

Worldwide

107

94

97

131

138

69

93

86

81

83


Share of Time Spent on Social Networks Has Increased Tremendously

Share of Time Spent on Social Networking, Instant Messengers & Email

Mexico % of Total Minutes

12% 13% 13% 13% 13% 14% 18% 19% 21% 19% 22% 24% 27%

28% 27% 27% 27% 27% 26%25% 24% 20% 22% 21% 20% 18%

9% 9% 9% 9% 9% 9%9% 9% 9% 9% 10% 9% 9%

0%

10%

20%

30%

40%

50%

60%

Social Networking Instant Messengers e-mail

Combined time spent on Social Networks, IM, and Webmail continues to hover

around 50%, but share of time spent on SNs has doubled over the past year,

mostly at the expense of Instant Messaging

Mexican Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, June 2010 to June 2011


9 out of 10 Web Users in Mexico use Social Networking

Social Networking Sites

May 2011 % Reach

Social Networking Sites

Average Usage

(Hours per Visitor)

Social Networking is the top category in

Mexico, reaching 90 percent of the web

population

Average usage in Mexico is about the

same as the regional average, and an

hour more than the global average


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

6.8 7.05.7



Mexico spends 24% of all time online on Social Networking sites

Compare to some of the heaviest and lightest users:

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)

Despite drops in reach across the globe in

the category, Latin Americans continue to

be strong users of Instant Messengers,

with reach in the region far surpassing

global averages

Usage in Mexico remains high, averaging

7.3 hours per user



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

7.3 7.1

5.4



Mexican 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 Mexico has not dropped

as dramatically as it has elsewhere



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

2.82.5 2.3



Retail Visiting in Mexico Still Below Regional, Global Averages

Retail Sites

May 2011 % Reach

Retail Sites

Average Usage

(Minutes per Visitor)

Mexico’s visitation rates to Retail sites

hovers around the regional average

Average usage all over Latin America is

well below the global average, which is

driven by North America and Europe



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

30.7 35.0

56.4



Retail Category Visiting Compared to Region & WW Average



Mexico vs Regional & Global Reach of Retail Subcategories

16.7%

11.4%

11.1%

9.9%

8.2%

6.0%

5.8%

5.0%

3.2%

3.1%

12.9%

19.4%

11.9%

18.2%

10.5%

9.1%

3.8%

3.7%

6.5%

3.1%

16.5%

21.6%

12.6%

17.6%

18.6%

9.6%

4.5%

4.7%

8.1%

3.6%

Computer Hardware

Comparison Shopping

Computer Software

Consumer Electronics

Apparel

Books

Tickets

Flowers/Gifts/Greetings

Department Stores

Retail - Music

Mexico

Latin America

Worldwide

3.1%

2.5%

2.5%

2.4%

2.4%

1.8%

1.8%

1.7%

1.7%

1.5%

2.4%

1.9%

4.0%

1.7%

3.2%

6.7%

1.8%

2.2%

1.8%

2.4%

6.3%

5.1%

5.1%

5.8%

4.9%

6.5%

4.1%

7.0%

2.9%

4.8%

Health Care

Consumer Goods

Fragrances/Cosmetics

Retail - Food

Mall

Sports/Outdoor

Jewelry/Luxury Goods/Accessories

Home Furnishings

Toys

Retail - Movies


More than 1/3 of Mexican Web Users Agree that Local Websites Are

Excellent or Very Good

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% 48%

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 Mexico

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


Top Sites: Retail

Top Retail Sites: Mexico % Reach

Top Retail Sites: Mexico Average Minutes per User

The top Retail site in Mexico is Argentina-based e-commerce site Mercado Libre,

with 25.5% reach and average usage of 30.3 minutes per user

Terra Mexico Shopping sites also get significant per-user usage, averaging 26.8

minutes



25.5

10.6

9.4

4.0

4.0

3.2

3.1

2.8

2.4

2.3

MercadoLibre

Amazon Sites

Apple.com Worldwide Sites

BuscaPe.com Inc.

Ticketmaster

Hewlett Packard

Bing Ciao

Terra Mexico Shopping Sites

PAGUITO.COM

Wal-Mart

30.3

4.5

8.7

2.0

12.1

6.4

1.8

26.8

11.9

11.2

MercadoLibre

Amazon Sites

Apple.com Worldwide Sites

BuscaPe.com Inc.

Ticketmaster

Hewlett Packard

Bing Ciao

Terra Mexico Shopping Sites

PAGUITO.COM

Wal-Mart


With many new entrants to the group buying and flash sale categories, there is

still a lot of volatility in this category – these sites have the added challenge (or

opportunity) of trying to gain traction in a relatively nascent e-Commerce market

Group Buying and Flash Sale Sites Going Through Growing Pains

Unique Visitors (000) to Group Buying and Flash Sale Sites


Source: comScore Media Metrix, February and June 2011

666

469

251

814

290

245

CLICKONERO.COM.MX

Groupalia

Groupon

Feb-2011 Jun-2011

302

72

22

233

33

29

PRIVALIA.COM

GEELBE.COM

HIPXIK.COM


Travel Sites Have Room for Growth All Over Latin America

Travel Sites

May 2011 % Reach Visitation to Travel sites from Mexico is

about par for the region – with 26% of

web users visiting a travel site

Average usage also has room for growth

– the average of 13.3 minutes per user is

just slightly more than half the global

average



Travel Sites

Average Usage


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

13.3 13.0

25.8



Top Sites: Travel

Visiting to travel sites is highly fragmented in Mexico – there is no single entity

that dominates the category

Despegar.com sites top the category, but with reach numbers similar to

Expedia’s



1.4

1.5

1.5

1.9

1.9

1.9

2.7

3.1

3.7

Pricetravel.com

AEROMEXICO.COM

TERRARIS.COM.X

VOLARIS.COM.MX

VIVAAEROBUS.COM

INTERJET.COM.MX

BESTDAY.COM.MX

Expedia Inc

Despegar.com Sites

Principales Sitios de Viaje: México % Alcance

9.1

12.5

3.9

3.8

13.3

9.1

7.7

5.8

8.8

Pricetravel.com

AEROMEXICO.COM

TERRARIS.COM.X

VOLARIS.COM.MX

VIVAAEROBUS.COM

INTERJET.COM.MX

BESTDAY.COM.MX

Expedia Inc

Despegar.com Sites

Top Travel Sites: Mexico % Reach

Top Travel Sites: Mexico Average Minutes per User


Mexico Lags Behind Rest of Latin America in Business/Finance Site

Visitation

Business/Finance Sites

May 2011 % Reach Mexico has the lowest reach of

Business/Finance sites in Latin America

When web users in Mexico did visit a

Business/Finance site, however, they

stayed longer than the Latin American

average



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

33.629.0

40.9



4.8

4.2

2.3

1.9

1.9

1.2

0.8

0.6

0.5

0.2

Grupo BBVA-Bancomer

Citigroup-Banamex

HSBC

BANORTE.COM

Grupo Santander

American Express

Scotiabank Group

Banco Azteca

BANXICO.ORG.MX

EBC.MX

35.8

36.5

32.0

37.4

23.3

8.4

13.4

11.5

6.3

1.2

Grupo BBVA-Bancomer

Citigroup-Banamex

HSBC

BANORTE.COM

Grupo Santander

American Express

Scotiabank Group

Banco Azteca

BANXICO.ORG.MX

EBC.MX

Top Sites: Banking

Top Banking Sites: Mexico % Reach

Top Banking Sites: Mexico Average Minutes per User

Grupo BBVA-Bancomer and Citigroup-Banamex lead the category, but with

relatively low individual reach numbers

Most banks in the top sites had usage of about half an hour per user




Taxes Index High During Filing Season in Mexico

Mexico vs Regional & Global Reach of Business/Finance Subcategories

Though visiting to Tax sites in Mexico was above average during tax filing

season, every other category still has plenty of room for growth



15%

10%

7%

6%

5%

1%

24%

8%

9%

7%

2%

1%

27%

12%

16%

18%

1%

3%

Banking

Financial Information/Advice

Personal Finance

News/Research

Taxes

Online Trading

Mexico

Latin America

Worldwide

123


Newspaper Sites

Newspaper Sites

May 2011 % Reach More than a third of Mexican Internet

users visited a newspaper site in May



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

22.626.1 28.8



15.8

11.6

8.8

7.0

5.6

4.9

4.3

3.8

2.8

2.3

El Universal De Mexico

Red Medios Masivos Online

AEE Periodicos Network

MILENIO.COM

INFORMADOR.COM.MX

20MINUTOS.ES Sites

OEM.COM.MX

ELMUNDO.ES

ELPAIS.COM

EXCELSIOR.COM.MX

21.4

15.9

20.7

7.0

7.5

2.6

11.3

1.4

3.9

19.6

El Universal De Mexico

Red Medios Masivos Online

AEE Periodicos Network

MILENIO.COM

INFORMADOR.COM.MX

20MINUTOS.ES Sites

OEM.COM.MX

ELMUNDO.ES

ELPAIS.COM

EXCELSIOR.COM.MX

Top Sites: Newspapers

Top Newspaper Sites: Mexico % Reach

Top Newspaper Sites: Mexico Average Minutes per User

El Universal leads Newspaper sites in Mexico with 15.8 percent reach

Red Medios Masivos Online takes the second spot, with an average of 15.9

minutes usage in May

Usage on El Universal, AEE Periodicos, and Excelsior are similar




Blog Sites

Blog Sites

May 2011 % Reach Blog Sites for alternative source of news?



Blog Sites

Average Usage


51%

43%

56%

54%

68%

76%

64%

66%

67%

63%

70%

63%

51%

WW

Asia Pacific

Europe

North America

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

Venezuela

Puerto Rico

16.3

24.3 22.7



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

Sports Sites

May 2011 % Reach Mexicans 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

24.9

35.8

46.8



Entertainment Sites Draw a Significant Audience in Mexico

Entertainment Sites

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

an Entertainment site in May

Usage in Chile is slightly higher than the

regional and global averages, with users

spending an average of 3.4 hours on

Entertainment sites



Entertainment Sites

Average Usage

(Hours per Visitor)

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

3.4

2.92.8



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

from Mexico: Multimedia, Music, and Kids

Kids, Music, Multimedia Index Highest

Mexico vs Regional & Global Reach of Entertainment Subcategories



78%

57%

30%

25%

21%

17%

14%

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

Mexico

Latin America

Worldwide

123


iTunes, Skype, and Foursquare

4

50

FOURSQUARE.COM

May-2010

May-2011

102

138

Skype Instant Messenger (App)


Source: comScore Media Metrix, May 2010 and May 2011

iTunes is relatively popular in the Mexican market, with 2.8 million users, translating

to 14% of the audience. Skype continues to grow rapidly, and location-based

service Foursquare has seen phenomenal growth over the past year

Unique Visitors (000) Growth

+4%

+35% +1312%

2,730 2,849

iTunes Software (App)

Please note that charts may not be to scale


71.5

38.4

22.9

18.4

18.1

14.7

12.0

10.1

10.0

9.8

YOUTUBE.COM

VEVO

Viacom Digital-MTV

MUSICA.COM

MSN Entertainment Channel


Batanga

CBS Interactive

DAILYMOTION.COM

omg!

173.8

13.5

10.7

8.5

9.3

19.8

5.6

9.9

6.3

YOUTUBE.COM

VEVO

Viacom Digital-MTV

MUSICA.COM

MSN Entertainment Channel


Batanga

CBS Interactive

DAILYMOTION.COM

omg!

Top Entertainment Sites

Top Entertainment Sites: Mexico % Reach

Top Entertainment Sites: Mexico Average Minutes per User

Unsurprisingly, YouTube leads the Entertainment category, with 72 percent

reach of the Mexican web audience. Usage averages more than 2 hours per user

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

online




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 18.2 hours over the same time period

Mexico Has Highest Per-User Video Consumption in the Region

Total Number of

Videos (MM): 3,347 1,968 1,066 654

Online Video Viewing in Latin America

Average Hours per Viewer


Source: comScore Video Metrix , June 2011

Given the region’s

appetite for

Entertainment, expect

to see continued growth

in online video

consumption as

broadband penetration

continues to increase

9.2 10.6

8.8 9.8

Brazil Mexico Argentina Chile


Viewers on VEVO increased by 62 percent since November 2010

More significantly, total time spent watching VEVO videos increased by 141%,

compared to a 14% increase for YouTube and 75% increase for Facebook

Significant Growth in VEVO’s Video Audience

Unique Video Site Viewers (MM)


Source: comScore Video Metrix , November 2010 to June 2011

Nov-Jun

Growth

+11%

+62%

+41%

13.7 15.3

4.77.6

3.7

5.3

0.02.04.06.08.0

10.012.014.016.018.0

YOUTUBE.COM VEVO FACEBOOK.COM


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% 5.2 33% 2.5

Argentina 45% 5.4 36% 2.6

Brazil 43% 5.5 32% 2.4

Chile 43% 4.4 30% 2.0

Colombia 45% 4.7 35% 2.5

Mexico 43% 4.8 31% 2.4

Peru 45% 6.2 34% 2.9

Venezuela 43% 4.1 32% 2.1

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

Iván Marchant, [email protected]

Country Manager México, comScore Inc.

mailto:[email protected]

State of the Internet · 2011. 9. 14. · Source: comScore Media Metrix, May 2010 to May 2011...

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