2014 LATAM Digital Future in Focus

Futuro Digital LATAM 2014
La Revisin Anual Sobre el Entorno Digital en Amrica Latina

Alejandro Fosk, Senior Vice President Latin America
Septiembre, 2014
www.facebook.com/comscoreinc
@comScoreLATAM
#FuturoDigital2014
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
worldpress@comscore.com
comScore Turning Big Data into Powerful Insight

2 Million Person Panel
360View of Person Behavior
PERSON-Centric Panel with

WEBSITE-Census Measurement
Web Visiting
& Search
Behavior
Online
& Offline
Buying
Online
Advertising
Exposure
PANEL
CENSUS
Transactions
Media & Video
Consumption
PANEL
Demographics,
Lifestyles
& Attitudes
Mobile Internet
Usage & Behavior
Unified Digital Measurement (UDM)
+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
comScore, Inc. Proprietary.
Topics
Regional Overview
Social Media
Sports, Retail, News/Information, Government
Digital Omnivores
Online Videos
US Hispanics
Highlights
Regional Overview
Distribution of Worldwide Internet Audience

Asia Pacific and Europe Leading the Online Universe
23.9% Europe
12.6% North America

9.6% Middle East Africa
43.9% Asia Pacific
10.0% Latin America
#FuturoDigital2014
Source: comScore Media Metrix, June 2014, Home and Work, PC/Laptop Only, 15+
Latin America Has 176.3 MM Of Online Users

Middle East Africa was the region with the highest growth
Total Unique Visitors (MM) and Growth (%)
776.6
652.6
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+
Latin Americans Spent 21.7 Hours Online Per Month

North America and Europe Spent More Time Online
Average Hours Per Visitor a Month
North America
32.6
Europe
25.1
Worldwide
22.8
Latin America
21.1
Asia Pacific
Middle East - Africa
#FuturoDigital2014
17.6
13.7
% Composition Unique Visitors
Online Audience Distribution By Age

In Latin America, 60% of the audience are under 35
Worldwide
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
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+
Internet Population In Latin America

Brazil ranks first, followed by Mexico and Argentina
Total Unique Visitors (MM)
176.3
70.9
25.4
Latin
America
Brazil
Mexico
#FuturoDigital2014
18.5
13.3
9.9
Argentina Colombia Venezuela
6.4
5.9
1.6
1.4
Chile
Peru
Puerto
Rico
Uruguay
Uruguay and Brazil The Latin American Countries That

Spent More Time Online
Average Hours Per Visitor Per Month
Uruguay
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
10
Google Sites
Facebook
Microsoft Sites
Yahoo Sites
Wikimedia
Foundation
Sites

#FuturoDigital2014
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
Main Properties in Latin America
MercadoLibre
Average Daily Visitors (MM)
11
Social Media
12
% Reach
Mexico Has The Highest Reach In Social Media Sites In

Latin America
Mexico
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
Latin America
95.0
13
Trend In Social Media Unique Visitors

Latin American audience increasing by 15%
167.43
+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
Top Social Networking Properties in Latin America

Facebook is leading the category followed by LinkedIn
BADOO.COM
Yahoo Profile
SCRIBD.COM
PINTEREST.COM

#FuturoDigital2014
15
Sports
16
Latin America, Above Worldwide Average In Online Sports

Engagement
Worldwide Avg.: 42.8
Minutes per Month
Average Minutes per Visitor
North America
64.5
Middle East - Africa
48.5
Europe
46.9
Latin America
Asia Pacific
#FuturoDigital2014
45.8
24.1
17
Excitement For The FIFA World Cup 2014 Intensified

Worldwide and Latin America Was Not The Exception!
% Reach Sports Sites
Argentina
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
18
Average Online Minutes Per Month Per Visitor

Venezuela the most engaged with sports in the region
76.6
71.2
51.9
51.8
Latin America
45.8
31.3
Venezuela
Uruguay
#FuturoDigital2014
Brazil
Argentina
Mexico
19
Retail
20
Demographic Profile of Retail Category

Almost 60% of the audience in Latin America is people under 35
% Composition Unique Visitors (000)
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
13.5
13.0
8.0
55+
21
Reach and Engagement in Latin America - Retail

% Reach
Average Minutes per Visitor

88.1
74.3
44.7
66.7
World-Wide
Latin America
#FuturoDigital2014
Worldwide
Latin America
22
Top Retail Properties in Latin America

Alibaba.com and Netshoes Group with the highest growth rates
Total Unique Visitors (000)
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
Audience Of News Sites Growing 8% YtY

135.2 MM of Latin Americans Visited News Sites
135.2
+8%
125.4
Jun-2013
Latin America
#FuturoDigital2014
25
Chile, The Country With Highest Reach to General News

Sites In Latin America
% Reach
Chile
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
26
Government
27
Audience of Government Sites

61.2 MM People Visited Government Sites in Latin America
Latin America
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
28
In June Latin Americans Spent 1,756 MM Minutes In

Government Sites
Total Minutes (MM)
1,756.2
+33%
1,320.4
Jun-2013
Latin America
#FuturoDigital2014
29
Digital Omnivores
30
Mexico And Chile Have The Highest Mobile Penetration

Versus The Rest Of Latin American Countries
Share of Page Hits by Platform
0.9
4.1
18.2
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
Source: comScore Device Essentials, May 2014.
Other
Tablet
Mobile
PC
31
The Migration To Mobile Is Eminent

In Latin America The Access From Non-PC Devices Is Of 14.9%
92.8
Other,
Tablet, 0.3
2.6
Mobile
, 12.0
May-13
May-14
85.2
5.2
PC
12.0
1.8
Mobile
#FuturoDigital2014
2.6
Tablet
0.2
0.3
Other
32
Growth Of Share Of Page Hits By Platform and Country

23.3%
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
Source: comScore Device Essentials, May 2013 May 2014.
May-13
May-14
Argentina
33
The Main OS In Mobile Devices in Latin America is Android

OS Share of Mobile Page Hits
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
Brazil Has The Highest Number of Unique Viewers Among

Latin American Countries
Total Unique Viewers (000)
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
36
In Mexico There Are More Minutes Per Video (6.1 min.) Than
The Worldwide Average (4.8 min.)
Minutos por Video
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
37
US Hispanics Overview
38
13% of the Total US Internet Audience are Hispanics

From All Hispanics Universe, 50% have English as Primary Language
% Composition Hispanic UVs
% Composition UVs
13%
24%
50%
26%
87%
Non-Hispanic
#FuturoDigital2014
Hispanic
Spanish Primary
Bilingual
English Primary
39
The USH audience is slightly younger than the non-Hispanic

52.1% of the total audience are younger than 35 years old
% Total Unique Visitors
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
Hispanics skew more towards lower income than non-Hispanic

% Unique Visitors
US
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
Under $15K (Demos / Total HH Income)

$25K - $39,999 (Demos / Total HH Income)
$100,000 or more (Demos / Total HH Income)
11.3
17.0
11.4
15.2
10.4
15.4
32.6
14.3
23.5
34.0

#FuturoDigital2014
41
US Hispanic
Online Audience Behavior
42
54% of the Hispanics qualify as light internet users

More than 50% of households with more than 4 or more people (43% USGM)
Behavioral Profile
Household Size
Presence of Children
8%
17%
27%
22%
41%
54%
29%
59%
24%
Heavy Users
Moderate Users
Light Users
19%
5+
Yes
No
#FuturoDigital2014
43
Hispanics more likely to access Family and Entertainment Websites

than Non Hispanics
Index
125
Heavy (Family & Youth / Kids)
96
Heavy (Entertainment / Multimedia)
97
Moderate (Family & Youth / Kids)
98
All (Family & Youth / Kids)
98
Heavy (Directories/Resources / Classifieds)
99
Heavy (Entertainment / All Entertainment)
99
All (Services / Instant Messengers)
99
Heavy (Social Media / All Social Media)
99
All (Lifestyles / Teens)
99
114
110
109
109
106
106
104
104
99
101
100
All (Retail / Music)

Light (Family & Youth / Kids)
Hispanics
119
Non Hispanics
#FuturoDigital2014
44
Social Media & Videos
45
Overall, Hispanics spend an average of 6 hours/month on Social Media

Websites with an average of more than 7 hours/month on Facebook
Avg. Hours per
Visitor/Month
38.3
Avg. Minutes per visitor
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
Hispanics Spanish Primary are the smallest audience for streaming

videos yet see the highest engagement rate
Hours per Viewer*
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
Hispanics clearly visit some categories more on mobile than PC

Top 10 Categories - % Reach, 18+
PC
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
Source: comScore Media Metrix Multi-Platform, July 2014,
49
Top Properties for Hispanic Mobile Audience

Google Sites ranks first in audience, Facebook ranks first in duration
Total Minutes (000)
27,441
25,881
24,544
29,409,732
YouTube 22,936
18,897 18,549
17,484 17,133 16,989
16,053
14,700
14,779,916
9,182,551
YouTube
6,395,915
2,012,618
#FuturoDigital2014
Source: comScore Mobile Metrix, June 2014
1,706,652
50
Overall, Android Phones have largest share across Top Properties

% Total Minutes by Mobile Device and OS
Google Sites
16%
Facebook
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
Source: comScore Mobile Metrix, June 2014
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
Source: Terras 2014 State of the Hispanic Digital Consumer study
53
58% of Hispanic online audience bought online during Dec 2013

3 Month Avg % of
Buyers: Total Internet
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%
Terras 2014 State of the Hispanic Digital Consumer by comScore.

#FuturoDigital2014
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
56
Preguntas?
@comScoreLATAM
#FuturoDigital2014
Gracias!
Solicitudes de la Prensa:
prensa@comscore.com
@comScoreLATAM
#FuturoDigital2014

2014 LATAM Digital Future in Focus

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2014 LATAM Digital Future in Focus

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Futuro Digital LATAM 2014

La Revisin Anual Sobre el Entorno Digital en Amrica Latina

comScore Turning Big Data into Powerful Insight

PERSON-Centric Panel with

Unified Digital Measurement (UDM)

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Distribution of Worldwide Internet Audience

12.6% North America

43.9% Asia Pacific

10.0% Latin America

comScore, Inc. Proprietary.

Latin America Has 176.3 MM Of Online Users

comScore, Inc. Proprietary.

Latin Americans Spent 21.7 Hours Online Per Month

Average Hours Per Visitor a Month

Middle East - Africa

comScore, Inc. Proprietary.

% Composition Unique Visitors

Online Audience Distribution By Age

Internet Population In Latin America

Argentina Colombia Venezuela

comScore, Inc. Proprietary.

Uruguay and Brazil The Latin American Countries That

comScore, Inc. Proprietary.

Total Unique Visitors (MM)

Main Properties in Latin America

Average Daily Visitors (MM)

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Mexico Has The Highest Reach In Social Media Sites In

Trend In Social Media Unique Visitors

comScore, Inc. Proprietary.

Top Social Networking Properties in Latin America

Total Unique Visitors (MM)

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Latin America, Above Worldwide Average In Online Sports

Average Minutes per Visitor

Middle East - Africa

comScore, Inc. Proprietary.

Excitement For The FIFA World Cup 2014 Intensified

comScore, Inc. Proprietary.

Average Online Minutes Per Month Per Visitor

comScore, Inc. Proprietary.

Demographic Profile of Retail Category

Reach and Engagement in Latin America - Retail

Average Minutes per Visitor

Top Retail Properties in Latin America

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Audience Of News Sites Growing 8% YtY

comScore, Inc. Proprietary.

Chile, The Country With Highest Reach to General News

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Audience of Government Sites

Total Unique Visitors (000)

comScore, Inc. Proprietary.

In June Latin Americans Spent 1,756 MM Minutes In

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Mexico And Chile Have The Highest Mobile Penetration