August 2011
State of The Internet with a Focus on Mexico
Iván Marchant, Country Manager Mexico, comScore, Inc.
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Global Coverage 170+ countries under measurement;
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Digital Business Analytics
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of Audience and E-commerce
170+ Countries Under Measurement
43 Markets Reported
2 Million Person Panel
360°View of Person Behavior
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Advertising Exposure
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Demographics, Lifestyles & Attitudes
Media & Video Consumption
Transactions
Online & Offline
Buying
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V0411
PANEL
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Some of Our Largest Clients in Latin America Include…
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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
May 2011
May 2010
7 © 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, 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%
8 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
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
9 © comScore, Inc. Proprietary and Confidential.
Individual Countries’ Demographic Composition Varies Widely
Composition of Internet Audience 15+
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
10 © 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 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+
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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+
11 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
12 © comScore, Inc. Proprietary and Confidential.
Instant Messengers, Webmail, and Blogs are Key Online Categories
Reach of Key Categories
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
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
13 © comScore, Inc. Proprietary and Confidential.
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
14 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
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 Latin America Worldwide
15 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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Chile is #4 Facebook Market, #16 Twitter Market by Reach
Facebook.com Top 16 Markets by % Reach Twitter Top 16 Markets by % Reach
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
17 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
Mexico Latin America Worldwide
18 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
Mexico Latin America Worldwide
19 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
Mexico Latin America Worldwide
20 © comScore, Inc. Proprietary and Confidential.
Retail Category Visiting Compared to Region & WW Average
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
21 © comScore, Inc. Proprietary and Confidential.
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
22 © comScore, Inc. Proprietary and Confidential.
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
23 © comScore, Inc. Proprietary and Confidential.
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
24 © comScore, Inc. Proprietary and Confidential.
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
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
25 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
Travel Sites
Average Usage
(Minutes per Visitor)
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
Mexico Latin America Worldwide
26 © comScore, Inc. Proprietary and Confidential.
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
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
27 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
Business/Finance Sites
Average Usage
(Minutes per Visitor)
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
Mexico Latin America Worldwide
28 © comScore, Inc. Proprietary and Confidential.
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
29 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
30 © comScore, Inc. Proprietary and Confidential.
Newspaper Sites
Newspaper Sites
May 2011 % Reach More than a third of Mexican Internet
users visited a newspaper site in May
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
Newspaper Sites
Average Usage
(Minutes per Visitor)
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
Mexico Latin America Worldwide
31 © comScore, Inc. Proprietary and Confidential.
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
32 © comScore, Inc. Proprietary and Confidential.
Blog Sites
Blog Sites
May 2011 % Reach Blog Sites for alternative source of news?
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
Blog Sites
Average Usage
(Minutes per Visitor)
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 Latin America Worldwide
33 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
Sports Sites
Average Usage
(Minutes per Visitor)
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
Mexico Latin America Worldwide
34 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
Mexico Latin America Worldwide
35 © comScore, Inc. Proprietary and Confidential.
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
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), May 2011
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
36 © comScore, Inc. Proprietary and Confidential.
iTunes, Skype, and Foursquare
4
50
FOURSQUARE.COM
May-2010
May-2011
102
138
Skype Instant Messenger (App)
Mexican Internet Audience 15+ accessing Internet from Home or Work
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
37 © comScore, Inc. Proprietary and Confidential.
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
iTunes Software (App)
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
iTunes Software (App)
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
Mexican Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2011
38 © 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 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
Internet Audience 15+ accessing Internet from Home or Work
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
39 © comScore, Inc. Proprietary and Confidential.
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)
Internet Audience 15+ accessing Internet from Home or Work
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
40 © 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% 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.
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