Professional Documents
Culture Documents
2014 LATAM Digital Future in Focus
2014 LATAM Digital Future in Focus
@comScoreLATAM
#FuturoDigital2014
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
worldpress@comscore.com
Web Visiting
& Search
Behavior
Online
& Offline
Buying
Online
Advertising
Exposure
PANEL
CENSUS
Transactions
Media & Video
Consumption
PANEL
Demographics,
Lifestyles
& Attitudes
Mobile Internet
Usage & Behavior
+5 Million
TV Set Top
Boxes for
3-Screen
Measurement
Patent-Pending Methodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties
#FuturoDigital2014
Topics
Regional Overview
Social Media
Sports, Retail, News/Information, Government
Digital Omnivores
Online Videos
US Hispanics
Highlights
Regional Overview
23.9% Europe
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
417.3
424.5
217.7
222.9
151.0
176.3
134.1
170.0
19%
2%
2%
17%
27%
Asia Pacific
Europe
North America
Latin America
Middle East-Africa
Jun-13
#FuturoDigital2014
Jun-14
Source: comScore Media Metrix, June 2013 vs June 2014, Home and Work, PC/Laptop Only, 15+
North America
32.6
Europe
25.1
Worldwide
22.8
Latin America
21.1
Asia Pacific
#FuturoDigital2014
17.6
13.7
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
26.7
Latin America
32.4
Europe
20.0
North America
19.8
Asia Pacific
26.6
20.3
27.7
23.4
17.6
21.2
25-34
35-44
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
12.5
7.7
17.4
26.7
21.3
45-54
12.7
18.0
18.2
30.4
Persons: 15-24
#FuturoDigital2014
19.7
17.8
29.4
13.7
10.8
8.1
55+
comScore, Inc. Proprietary.
176.3
70.9
25.4
Latin
America
Brazil
Mexico
#FuturoDigital2014
18.5
13.3
9.9
6.4
5.9
1.6
1.4
Chile
Peru
Puerto
Rico
Uruguay
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
32.6
Brazil
29.4
Latin America
21.7
Argentina
20.8
Peru
18.9
Chile
17.6
Venezuela
16.1
Colombia
15.2
Mexico
14.8
Puerto Rico
12.3
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
10
Google Sites
Microsoft Sites
Yahoo Sites
Wikimedia
Foundation
Sites
Terra Telefonica
UOL
Ask Network
R7 Portal
4.7
45.2
9.8
45.5
5.4
48.1
13.1
48.8
9.8
58.9
5.3
60.5
17.1
110.6
56.1
127.9
52.2
144.9
68.2
168.1
MercadoLibre
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
11
Social Media
12
% Reach
98.3
Argentina
97.6
Chile
96.9
Peru
96.7
Colombia
96.6
Uruguay
94.4
Brazil
93.9
Venezuela
91.8
Puerto Rico
69.0
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Latin America
95.0
comScore, Inc. Proprietary.
13
+15%
145.97
Jun-2013
Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014
Latin America
#FuturoDigital2014
Source: comScore Media Metrix, June 2013 - 2014, Home and Work, PC/Laptop Only, 15+
14
4.8
4.6
TUMBLR.COM
5.0
ASK.FM
5.8
TARINGA.NET
11.7
TWITTER.COM
14.0
FACEBOOK.COM LINKEDIN.COM
28.8
34.7
144.2
27.6
BADOO.COM
Yahoo Profile
SCRIBD.COM
PINTEREST.COM
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
15
Sports
16
North America
64.5
48.5
Europe
46.9
Latin America
Asia Pacific
#FuturoDigital2014
45.8
24.1
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
17
63.0
Chile
62.3
Uruguay
61.8
Brazil
56.6
Latin America
50.9
Mexico
50.9
Peru
45.5
Colombia
39.7
Worldwide
37.3
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
18
71.2
51.9
51.8
Latin America
45.8
31.3
Venezuela
Uruguay
#FuturoDigital2014
Brazil
Argentina
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Mexico
comScore, Inc. Proprietary.
19
Retail
20
Worldwide
Latin America
25.4
26.5
30.7
28.2
Persons: 15-24
#FuturoDigital2014
20.5
25-34
35-44
14.0
20.2
45-54
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
13.5
13.0
8.0
55+
comScore, Inc. Proprietary.
21
74.3
44.7
66.7
World-Wide
Latin America
#FuturoDigital2014
Worldwide
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Latin America
comScore, Inc. Proprietary.
22
47,486
83% YtY
45,220
152% YtY
17,654
20,146
18,880
17,389 16,940
21,009
15,534
13,940
10,322
12,122 13,510
12,585 12,977
Nova
Puntocom
eBay
5,536
MercadoLibre
B2W Digital
Netshoes
Group
Amazon Sites
Jun-13
#FuturoDigital2014
Buscape
Company
Alibaba.com
Jun-14
Source: comScore Media Metrix, June 2013 vs 2014, Home and Work, PC/Laptop Only, 15+
23
News/Information
24
135.2
+8%
125.4
Jun-2013
Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014
Latin America
#FuturoDigital2014
Source: comScore Media Metrix, June 2013 - 2014, Home and Work, PC/Laptop Only, 15+
25
84.7
Argentina
80.3
Brazil
63.9
Mexico
59.8
Uruguay
58.5
Peru
58.3
Latin America
58.1
Colombia
38.2
Venezuela
35.2
Puerto Rico
24.4
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
26
Government
27
61,292
Brazil
34,795
Mexico
7,057
Argentina
5,671
Venezuela
4,398
Chile
2,149
Peru
1,688
Colombia
1,579
Uruguay
400
Puerto Rico
390
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
28
+33%
1,320.4
Jun-2013
Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014
Latin America
#FuturoDigital2014
Source: comScore Media Metrix, June 2013 - 2014, Home and Work, PC/Laptop Only, 15+
29
Digital Omnivores
30
76.7
Mexico
0.4
2.1
11.7
0.2
2.1
10.7
0.4
3.4
13.5
0.2
1.8
10.9
0.1
2.3
10.4
0.4
2.5
16.0
85.8
82.7
87.0
87.1
87.1
81.2
Peru
Colombia
Argentina
Venezuela
Brazil
Chile
#FuturoDigital2014
Other
Tablet
Mobile
PC
31
85.2
5.2
PC
12.0
1.8
Mobile
#FuturoDigital2014
2.6
Tablet
0.2
0.3
Other
comScore, Inc. Proprietary.
32
0.9
18.8%
4.1
0.4
2.5
12.9%
1.0
9.9%
3.0
0.2
1.4
18.2
8.9
12.9%
0.1
2.3
16.0
8.4
May-14
May-13
Mexico
May-14
Chile
#FuturoDigital2014
0.2
2.1
6.0%
6.2%
0.1
1.7
0.1
1.3
10.4
Other
Tablet
Mobile
10.7
4.7
4.2
May-13
13.0%
May-13
May-14
Brazil
May-13
May-14
Argentina
comScore, Inc. Proprietary.
33
15.3
6.2
5.2
1.9
4.2
9.3
5.5
7.7
5.6
6.6
13.1
6.3
29.4
Other
Windows
Android
iOS
1.9
76.1
80.5
74.2
74.8
75.0
3.1
Argentina
72.6
61.8
12.6
13.4
11.1
11.8
8.0
6.8
Brazil
Chile
Colombia
Mexico
Peru
Venezuela
#FuturoDigital2014
34
Online Videos
35
64,812
21,416
15,764
11,357
5,183
Brazil
Mexico
#FuturoDigital2014
Argentina
Colombia
Source: comScore Video Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Chile
comScore, Inc. Proprietary.
36
In Mexico There Are More Minutes Per Video (6.1 min.) Than
The Worldwide Average (4.8 min.)
6.1
4.4
4.2
3.7
3.5
Chile
Brazil
#FuturoDigital2014
Worldwide
4.8
Mexico
Argentina
Source: comScore Video Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Colombia
comScore, Inc. Proprietary.
37
US Hispanics Overview
38
% Composition UVs
13%
24%
50%
26%
87%
Non-Hispanic
#FuturoDigital2014
Hispanic
Spanish Primary
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 2+
Bilingual
English Primary
39
US
18.8
US Hispanic
11.2
21.8
Non-Hispanic
18.3
15.4
13.7
15.4
16.7
10.8
15.0
15.7
17.8
15.1
12.6
15.2
15.9
10.9
9.0
13.2
5.8
11.7
% Total Minutes
US
6.0
US Hispanic
7.4
Non-Hispanic
5.8
10.5
18.9
14.9
10.0
Persons: 2-17
Persons: 45-54
18.3
21.0
18.6
Persons: 18-24
Persons: 55-64
20.3
21.1
18.0
15.2
18.4
20.5
Persons: 25-34
Persons: 65+
10.8
11.0
15.7
6.1
11.4
Persons: 35-44
Source: comScore Segment Metrix, June 2014, , Home and Work, PC/Laptop Only, 2+
#FuturoDigital2014
40
US Hispanic
Non-Hispanic
6.9
6.3
11.3
6.2
11.5
9.3
5.8
11.1
16.2
14.2
16.1
11.3
17.0
11.4
15.2
10.4
15.4
32.6
14.3
23.5
34.0
Source: comScore Segment Metrix, June 2014, , Home and Work, PC/Laptop Only, 2+
#FuturoDigital2014
41
US Hispanic
Online Audience Behavior
42
Household Size
Presence of Children
8%
17%
27%
22%
41%
54%
29%
59%
24%
Heavy Users
Moderate Users
Light Users
19%
5+
Yes
No
Source: comScore Segment Metrix, June 2014, , Home and Work, PC/Laptop Only, 2+
#FuturoDigital2014
43
96
97
98
98
99
99
99
99
99
114
110
109
109
106
106
104
104
99
101
100
119
Non Hispanics
Source: comScore Segment Metrix, June 2014, , Home and Work, PC/Laptop Only, 2+
#FuturoDigital2014
44
45
38.3
9.4
6.9
31.1
29.9
26.3
7.2
6.2
28.1
27.5
26.5
23.9
21.8
19.3
17.6
15.4
15.1
FACEBOOK.COM
12.8
11.1
TWITTER.COM
LINKEDIN.COM
6.0
6.0
ASK.FM
Myspace
Non-Hispanic
#FuturoDigital2014
10.5 10.2
Hispanic All
9.1
8.3
8.1
6.5
5.0
PINTEREST.COM
Spanish Primary
INSTAGRAM.COM
5.5
5.8
6.8
5.6
Google Plus
English Primary
Source: comScore Media Metrix, 3 months Avg (April, May and June 2014), Home and Work, PC/Laptop Only, 2+
46
Unique Viewers
167,008
16.6
15.9
15.2
15.0
14.6
26,250
6,567
6,847
Non Hispanics
#FuturoDigital2014
12,836
All Hispanics
Spanish Primary
Bilingual
English Primary
Source: comScore Video Metrix, June 2014, Total Video, Home and Work, PC/Laptop Only, 2+
* Source: comScore Video Metrix, June 2014, Content Video, Home and Work, PC/Laptop Only, 2+
47
US Hispanics on Mobile
48
Mobile
93.9
Multimedia
99.5
99.7
96.9
Entertainment
98.2
95.3
Social Media
90.8
Social Networking
95.2
99.7
Corporate Presence
94.2
44.7
Blogs
93.1
54.1
Games
92.8
97.8
Portals
92.8
98.8
Services
92.0
85.8
Retail
91.2
#FuturoDigital2014
49
27,441
25,881
24,544
29,409,732
YouTube 22,936
18,897 18,549
16,053
14,700
14,779,916
9,182,551
YouTube
6,395,915
2,012,618
#FuturoDigital2014
1,706,652
50
16%
68%
40%
44%
Yahoo Sites
45%
Microsoft Sites
46%
AOL, Inc.
16%
37%
16%
24%
22%
20%
65%
11%
21%
Apple Inc.
17%
68%
0%
36%
iPhone
#FuturoDigital2014
14%
12%
64%
Turner Digital
3%
76%
TWITTER.COM
20%
32%
51%
Android Phone
iPad
2%
30%
55%
PANDORA.COM
Amazon Sites
16%
9%
5%
Android Tablet
51
Online Purchasing
52
On average, Hispanics that buy online buy more and spend more
dollars (per buyer*)
Transactions per buyer
Dollars per transaction
Nov-13
Dec-13
November
December
January
Jan-13
2.2
$202
$168
$154
Overall Average
$140
All Hispanics
1.7 1.7
$179
$171
2.0
1.9
$199
1.8
1.8
1.8
1.7
1.8
Overall Average
1.7
$161
$149
1.7 1.7
$143
$131 $134
$126
Hispanics
Bilingual
Hispanics
English
Non- Hispanics
All Hispanics
Hispanics
Bilingual
Hispanics
English
NonHispanics
*Despite having a lower percentage of buyers when compared to the total internet audience,
#FuturoDigital2014
53
Non-Hispanic
Hispanic: English Dominant
Jan-14
Dec-13
Hispanic Bi-Lingual or
Spanish Primary
Nov-13
All Hispanic
0%
10%
20%
30%
40%
50%
60%
70%
80%
54
Key Takeaways
Latin America has 176.3 MM of online users and Latin Americans spent 21.7
hours online per month.
In terms of audience size, Brazil ranks first, followed by Mexico and Argentina.
Facebook is leading the Social Networking properties followed by LinkedIn.
Uruguay was the most engaged country with Sports Sites in the region.
Almost 60% of the Retail audience in Latin America is people under 35.
Chile is the country with highest reach to General News Sites in Latin America.
61.2 MM people visited Government sites in Latin America in June and spent
1,756 MM minutes.
Mexico and Chile have the highest mobile penetration versus the rest of Latin
American countries.
The Main OS in mobile devices in Latin America is Android.
55
Key Takeaways
The Hispanic audience makes up 13% of the USGM online audience with 50% classified
as English primary
Hispanic teenagers are well represented in terms of audience but, just like USGM and
non-Hispanic teens are show clear signs of more engagement on mobile devices
54% of the Hispanics are light internet users on PC platform vs 50% of USGM
Hispanics spend more time on Facebook and Twitter than non-Hispanic with Spanish
Primary showing significantly more engagement per month
Hispanics clearly visit Entertainment, Social Media, Games & Retail sites more on mobile
devices vs PC
Automotive, CPG and Telecom advertisers clearly showing strong interest in USH
segment
While still purchasing less than non-Hispanic overall, online buying by Hispanics
increasing with average dollars per transaction and transactions per buyer comparing well
vs non-Hispanics during the peak online shopping season last year
comScore, Inc. Proprietary.
56
Preguntas?
www.facebook.com/comscoreinc
@comScoreLATAM
#FuturoDigital2014
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Gracias!
Solicitudes de la Prensa:
prensa@comscore.com
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@comScoreLATAM
#FuturoDigital2014
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents