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Clients 1,600+ worldwide
Employees 1,000+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 30+ locations in 21 countries
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© comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010
China Surges Past the US
© comScore, Inc. Proprietary and Confidential. 7 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
In Terms of Reach Worldwide, the Photos Category is Growing Fastest
Key Categories
Reach of WW Population, 2009 vs 2010
85% 53%
Search/Navigation Growth: +5% Photos +24%
81% 43%
70% 51%
Social Networking +4% Games +3%
68% 50%
68% 50%
+4% Blogs ---
Directories/Resources 66% 50%
67% 46%
Multimedia +6% Business/Finance +1%
63% 45%
64% Instant 35%
Retail +3% -15%
62% Messengers 41%
63% 33%
e-mail -4% TV +2%
66% 32%
60% 32%
News/Information +1% Sports -4%
59% 33%
58% 31%
Community +4% Auctions -7%
56% 34%
57% 30%
Downloads +11% Travel +4%
51% 29%
53% 29% 2010
Technology -2% Education -5%
54% 30% 2009
© comScore, Inc. Proprietary and Confidential. 8 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Social Networking the Biggest Gainer in terms of Share of Time Spent Online.
Instant Messengers and Email Lost Share
3.1% 2.6%
Search/Navigation Photos
3.0% 0.7%
16.0% 3.8%
Social Networking Games
11.9% 3.9%
2.2% 0.9%
Directories/Resources Blogs
1.9% 0.8%
6.2% 1.5%
Multimedia Business/Finance
5.7% 1.6%
3.5% Instant 9.2%
Retail
3.1% Messengers 12.2%
6.6% 0.6%
e-mail TV
7.2% 0.5%
2.4% 1.2%
News/Information Sports
2.5% 1.2%
1.9% 1.6%
Community Auctions
2.0% 1.7%
0.8% 0.5%
Downloads Travel
0.8% 0.5%
0.6% 0.7% 2010 Share
Technology Education
0.6% 0.7% 2009 Share
© comScore, Inc. Proprietary and Confidential. 9 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
Mobile On Track to Eclipse the Desktop
Product: MobiLens
Data: Three month average ending April 2010
© comScore, Inc. Proprietary and Confidential. 11
A Quick Look at the Top Genres for Mobile Browsing in the USA
Product: MobiLens
Data: Three month average ending June 2010
Country: US – N=32,009
© comScore, Inc. Proprietary and Confidential. 12
United States - Digital Year in Review (2010)
Total Visits peaked in October for the presidential elections and remained high
moving into November
45.0 2,155 2,113 2,153 2,132 2,210 2,176 2,199 2,253 2,252 2,163 2,500
40.0 1,966 1,978
1,848 2,000
35.0
30.0
25.0 1,500
20.0 36.4 37.0 37.5 38.1 38.7 39.3 40.0 1,000
33.3 33.8 34.2 34.8 35.3 35.9
15.0
10.0 500
5.0
0.0 -
© comScore, Inc. Proprietary and Confidential. 16 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 to December 2010
The Size and Engagement of the Brazilian Internet Audience
© comScore, Inc. Proprietary and Confidential. 17 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Online Audience Sizes in Latin America, 15+ Home & Work
40.0
Online Population Sizes (MM)
Latin America
33.3
17.8
14.8
12.5 12.8 12.3
9.8
6.7 7.3
3.8 2.2 2.9 1.1 1.2
2009 2010
© comScore, Inc. Proprietary and Confidential. 18 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 to December 2010
Comparing Brazil to Other Countries Outside Latin America
The 15+ Home and Work Internet population in Brazil is similar in size to the
Internet populations in India and the U.K.
Internet users in Brazil spend a similar amount of time online as users in France
and South Korea but significantly more time than those in India and Italy
© comScore, Inc. Proprietary and Confidential. 19 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Brazilian Online Population Skews Young
Internet users in Brazil skew slightly young: 63% of the Internet audience in
Brazil is between 15 and 35 years old
In comparison, only 53% of the global online population is in the same age group
© comScore, Inc. Proprietary and Confidential. 20 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
However, it is “Less Young” than it was in 2009
© comScore, Inc. Proprietary and Confidential. 21 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010
Brazilian Online Audience – A Closer Look at Male & Female
Users 15-24 in Brazil spent the most time online; males and females in that age
group spent an equal amount of time online, an average of 28.5 hours in
December
Women 35-44 and 45-54 spent more time online than their male counterparts
Average Time Online by Age & Gender
28.5 28.5
24.6 23.6
22.3 21.7 22.3 23.3
21.8 21.6
Male
Female
© comScore, Inc. Proprietary and Confidential. 23 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
A Look at National & Regional Online Audiences
BR Region: North
2% of Online Population
Average 22.3 hours online
BR Region: Northeast
11% of Online Population
Average 26.3 hours online
BR Region: Center-west
6% of Online Population
Average 23.9 hours online
BR Region: Southeast
68% of Online Population
BR Region: South
Average 23.7 hours online
13% of Online Population
Average 25.9 hours online
© comScore, Inc. Proprietary and Confidential. 25 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Brazil vs WW Reach of Key Categories
© comScore, Inc. Proprietary and Confidential. 26 Brazilian and Global Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Growth in Reach of Almost All Major Online Categories in Brazil
Key Categories
Reach of Brazilian Population, 2009 vs 2010
86% 59%
Search/Navigation Growth: +7% Downloads +2%
80% 58%
85% 59%
Social Networking +10% News/Information ---
78% 59%
75% 53%
e-mail +5% Games +1%
72% 53%
71% 43%
Blogs +9% Photos +17%
65% 37%
71% 41%
Instant Messengers +5% Business/Finance +5%
67% 40%
70% -4% 40%
Retail +9% Education
64% 41%
68% 40%
Multimedia +9% Sports +1%
63% 39%
64% 33%
+3% TV +2%
Directories/Resources 62% 32%
60% 25%
Community +5% Travel +14%
57% 22%
60% 22% 2010
Technology +7% Automotive -1%
56% 22% 2009
© comScore, Inc. Proprietary and Confidential. 27 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
2010 was a Breakthrough Year for Online Banking
While the category’s audience was split relatively evenly across men (52%) and
women (48%) in December 2010…
Persons under the age of 35 consumed 54% of the overall pages (in Dec 2009
the under 35 segment was responsible for 59%)
Retail Sites
Seven out of ten web users in Brazil % Reach
visited a Retail site in December, a rate
that is the highest in the region WW 63.9%
Asia Pacific 54.2%
Significant upside still remains, as
Europe 72.8%
Brazilians become more comfortable
North America 85.5%
with shopping and buying online
Latin America 62.1%
© comScore, Inc. Proprietary and Confidential. 31 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), Dec 2009 & December 2010
Top Sites: Retail
Mercado Libre leads the retail category in reach, but Lojas Americanas and
BuscaPe are only a few percentage points behind
In terms of time spent, comparison shopping sites lag behind a little
Brazilian sites clearly dominate the Top Ten
© comScore, Inc. Proprietary and Confidential. 32 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Brazilians Rate Their Local Ecommerce Sites Very Highly
Q4: How would you rate the quality of Local Websites when shopping online?
Base: Respondent makes purchases online.
© comScore, Inc. Proprietary and Confidential. 33 Source: comScore Latin America E-Commerce Study, November 2010
The World Cup’s Effect on the Sports Category
The Sports category saw a tremendous lift from the World Cup and managed to
sustain this lift very well over the 2nd half of the year
Sports sites/channels including Lancenet.com.br, Terra Brasil Esportes & UOL
Esporte saw their audiences increase in between 30%-40% from April to June
© comScore, Inc. Proprietary and Confidential. 34 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), February 2009 to December 2010
Top Sites: Sports
Rede Globo Esportes, led by Globoesporte, leads the category with 22% reach
Usage on Rede Globo Esporte, is also heaviest, averaging 30.7 minutes/visitor
Smaller, yet highly engaged audience seen on lancenet.com.br
© comScore, Inc. Proprietary and Confidential. 35 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Automotive Category Continues to Develop a Strong Audience
Was one of the leaders in 2010 with 49% category growth (7.4M to 11M)
Persons under the age of 35 consumed 56% of the overall pages (in Dec 2009
the under 35 segment was responsible for 63%)
© comScore, Inc. Proprietary and Confidential. 38 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
Orkut Still Leads in Social Networking, but Facebook is Catching Up
Though Orkut is still the leading Social Network in Brazil, Facebook has been
growing rapidly, and could potentially catch up or overtake Orkut at some point
Brazil is certainly Orkut’s main market; even with 28% growth in Brazil, Orkut’s
total global audience declined by 1% over the past year
700,000 +41%
35,000 +28%
30,000 600,000
Unique Visitors
Unique Visitors
25,000 500,000
20,000 400,000
15,000 +258% Dec-2009
300,000
10,000 Dec-2010
200,000
5,000
0 100,000 -1%
Orkut in Brazil FACEBOOK.COM 0
in Brazil
Orkut Worldwide FACEBOOK.COM
Worldwide
© comScore, Inc. Proprietary and Confidential. 39 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2009 and December 2010
A Closer Look at Facebook and Orkut Globally
If not for Brazil, it is quite possible that Orkut would not exist in 2011
Almost 90% of the pages consumed on Orkut are consumed in Brazil
Brazilians, however, visit Orkut on average more often than the world visits
Facebook
ORKUT
Worldwide 52,755 4% 23,050 22.3 8.1
Brazil 31,279 78% 20,584 31.7 8.5
FACEBOOK
Worldwide 662,420 50% 300,600 29.6 9.7
Brazil 12,118 30% 813 10.5 3.6
Brazil was a close second in the list of top Twitter markets in December. Likely
as a result of presidential election buzz, Brazil was #1 in October.
Top Twitter Markets by Percent Reach
© comScore, Inc. Proprietary and Confidential. 43 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Visitation to Blogs is Very High in Brazil
WW 50.0% WW 60.3%
Asia Pacific 42.3% Asia Pacific 50.9%
Europe 55.1% Europe 67.4%
North America 55.8% North America 80.0%
Latin America 62.9% Latin America 56.5%
© comScore, Inc. Proprietary and Confidential. 44 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010
The Impact of the Presidential elections
Political coverage on both Terra and UOL increased by almost factors of 3x and
4x, respectively
Total Visits to these two sites increased from approx. 2.8M Total Visits to each in
September to 6.6M and 9.6M in October, respectively
© comScore, Inc. Proprietary and Confidential. 46 comScore World Metrix 2010 – panel-only
Elections Lifted Reach of Certain Content Categories in All Regions
Very little cross-visiting seen amongst the presidential candidates, but extremely
high cross-visitation seen between all the candidate’s audiences and visitors of
Social Networking, News/Information and Blog sites
Brazil’s unique audience to Youtube grew by more than 33% over the last year
Dez/2009 Dez/2010
Even with such drastic differences in terms of size of the audience, almost three
times as many videos are being watched within Facebook than Orkut
With video streaming showing such growth in Brazil, will this be another factor in
the Facebook vs Orkut discussion over the coming years?
© comScore, Inc. Proprietary and Confidential. 53 Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
Gender Difference is Wider When it Comes to Video Consumption
In contrast with overall Internet usage in Brazil, males of all ages spend far more
time watching online video than women.
Among men, video consumption declines with increasing age; women’s video
usage is more constant between age groups
317 million of the 560 million videos watched by Males 15-24 were on Youtube
Women 45-54 are the ones who average most time watching online video
© comScore, Inc. Proprietary and Confidential. 54 Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
Searching for Something?
Conduit.com, 1%
Total Searches in Brazil
Ask Network, 1%
4.1 billion searches
All others, 4%
5.9 billion search result pages
986 million search visits
© comScore, Inc. Proprietary and Confidential. 55 Brazilian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore qSearch, December 2010
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