20150203_Argentina Travel Market_AG2Nurun Study_v1

RESEARCH MADE BY AG2NURUN BRAZIL

January, 2015

Argentina Travel Market

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ARGENTINA TRAVEL MARKET

1. Digital Statistics

2.Target Methodology

3.Travellers Profile

4.Digital Behavioral

2

AGENDA


Digital Statistics

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Digital Statistics - Key Findings

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• DEVICE USAGE: A computer is the connected device most commonly used by people in Argentina: 52% on PC

against 33% of mobile.

• FREQUENCY OF INTERNET USAGE: An increasing number of Internet users going online every day. This is true

across most age ranges, particularly young users.

• ACTIVITIES DONE ON A SMARTPHONE: Smartphone Internet users in Argentina use their smartphones for a

range of everyday activities, like: Watch videos (71%), Take a Photo (70%), Play Music (58%), Check the Weather

(46%).

• PRODUCT RESEARCH: 47% of respondents in Argentina researched their last purchase both online and offline.

• USE OF SMARTPHONE IN THE PURCHASE JOURNEY: 20% of Argentinian smartphone users used their device

during their last purchase.

• MOTIVATIONS FOR WATCHING ONLINE VIDEO: Most Argentinian respondents (43%) watch online video to

relax or escape.

• TOP ONLINE RESEARCHES: Most Argentinian has been spending their time on social networks, news, gamming

and buying websites.


Digital Statistics

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Population: 43 million

Internet Users: 27.1 million (66.8%)

Social Networking Users: 19.2 million (44.5%)

Source: eMarketer database (December 2014)


Digital Statistics

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Source: Global Web Index. Argentina Market Report. (Q3 2014)

25-34 (34%)

16-24 (21%)

35-44 (22%)

Age:

Gender:Female (49%)

Male (51%)

Income:

Middle Q. (24%)

Lower Q. (15%)

Top Q. (14%)


Digital Statistics

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University (38%) School

18y (28%) Tec College (17%)

Education:

Living Region:

Urban (82%)

Suburban (16%)

Regional Profile:

GBA (23%)

Capital F. (19%) BA/no GBA

(16%)


Digital Statistics

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2013 (63%)

2014 (69%)

Mobile Internet Usage:

Daily Time Spent on Mobile Internet:Top Mobile Op. Systems:

2013 (2.28)

2014 (2.59)

Android (65%)

Black Berry (10%)


Digital Statistics

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Stay in touch with what friends are doing (74%)

Top Reason for Using Social Networks

Top Social Networks:

Top Social Apps:

Facebook (93%) Google+

(25%) Youtube (23%)

Top Messaging Apps:

Facebook (80%) Youtube

(66%) Google+ (51%)Whatsapp (70%)

Facebook M. (45%) Skype+ (29%)


Digital Statistics

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Top Research Channels

Top Brand Interactions:

Top reasons to advocate a brand:

Topics of Online Conversation:

Brand Sites (45%)

Search Engines+ (43%) Email/Newsletter (33%) Visit Brand Sites (61%)

Liked Brand/Product (41%) Watched Brand Videos (28%)

Financial Rewards (47%)

Free Delivery (45%) Checkout Process (39%) Mobile Phones

(21%) Films (20%)

Music (19%)


Digital Statistics

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Source: comScore database (December 2014)

Key MeasuresTop 30 Properties [Undup.]

Total Unique Visitors (000)

% Reach

% Composition

Unique Visitors

Composition Index UV

Composition Index PV

Average Daily Visitors (000)

Total Minutes (MM)

Total Pages Viewed (MM)

Total Visits (000)

Average Minutes per

Visit

Average Visits per Visitor

Rank Total Internet : Total Audience 17.987 100,0 100,0 100 100 10.944 22.936 26.756 943.524 24,3 52,5

Top 30 Properties

1 Google Sites 17.015 94,6 100,0 100 100 6.531 3.432 3.918 475.366 7,2 27,9

2 Facebook 15.999 88,9 100,0 100 100 6.083 9.011 9.362 490.137 18,4 30,6

3 Grupo Clarin 13.958 77,6 100,0 100 100 2.364 1.079 583 112.079 9,6 8,0

4 Microsoft Sites 13.943 77,5 100,0 100 100 3.058 700 458 141.319 5,0 10,1

5 Yahoo Sites 13.594 75,6 100,0 100 100 2.311 814 711 113.121 7,2 8,3

6 Grupo La Nacion 8.804 48,9 100,0 100 100 1.025 285 196 42.668 6,7 4,8

7 MercadoLibre 7.700 42,8 100,0 100 100 907 252 473 40.593 6,2 5,3

8 Ask Network 6.640 36,9 100,0 100 100 621 27 54 27.873 1,0 4,2

9 Wikimedia Foundation Sites 6.439 35,8 100,0 100 100 548 47 47 21.147 2,2 3,3

10 Terra - Telefonica 5.922 32,9 100,0 100 100 460 80 100 16.650 4,8 2,8

11 TARINGA.NET 5.720 31,8 100,0 100 100 466 50 57 18.487 2,7 3,2

12 INFOBAE.COM 5.487 30,5 100,0 100 100 843 334 160 39.885 8,4 7,3

13 IDG Network 4.897 27,2 100,0 100 100 902 237 202 44.625 5,3 9,1

14 Softonic.com Sites 4.799 26,7 100,0 100 100 286 20 32 11.374 1,8 2,4

15 TWITTER.COM 4.007 22,3 100,0 100 100 587 126 98 33.819 3,7 8,4

16 Grupo Uno Medios 3.673 20,4 100,0 100 100 476 130 66 19.698 6,6 5,4

17 Linkedin 3.669 20,4 100,0 100 100 285 27 33 10.134 2,7 2,8

18 eBay 3.561 19,8 100,0 100 100 244 58 77 9.158 6,3 2,6

19 CMI Digital 3.113 17,3 100,0 100 100 260 83 73 11.348 7,3 3,6

20 MUSICA.COM 2.852 15,9 100,0 100 100 195 17 17 6.936 2,5 2,4

21 Unidad Medios Digitales 2.745 15,3 100,0 100 100 158 22 15 5.799 3,7 2,1

22 Spil Games 2.737 15,2 100,0 100 100 223 93 42 8.932 10,4 3,3

23 WORDPRESS.COM* 2.544 14,1 100,0 100 100 128 6 8 4.274 1,5 1,7

24 Telecom Argentina 2.477 13,8 100,0 100 100 208 57 76 8.833 6,5 3,6

25 WORDREFERENCE.COM 2.312 12,9 100,0 100 100 137 14 13 4.897 2,8 2,1

26 Prisa 2.307 12,8 100,0 100 100 111 26 35 4.944 5,2 2,1

27 Schibsted Media Group 2.212 12,3 100,0 100 100 112 12 18 3.689 3,3 1,7

28 Orange Sites 2.142 11,9 100,0 100 100 77 9 7 2.651 3,3 1,2

29 Grupo Perfil 2.123 11,8 100,0 100 100 243 65 49 9.613 6,8 4,5

30 FRASEMANIA.COM.AR 2.056 11,4 100,0 100 100 194 15 13 7.533 2,0 3,7

©2015 comScore, Inc

Media

Target : Total Audience

Media : Top 100 Properties [Undup.]

Date : 1/19/2015

Geography : Argentina

Universe : Home and Work

Time Period : December 2014 (3 MO. AVG.)

Top 30 Online Channels


Target Methodology

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Target Methodology

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Crossing three main data presented by Global Index database, according to a priority level defined:

UNIVERSE COUNT Number of people who realized any action

PERCENTAGE Under the total amount of people who realized any action

INDEX Ratecard established by GWI for any research

How we defined the main target?

Source: Global Web Index database. (Q1 2013 – Q4 2014)

3

2

1

Index < 100 = :-(Index = 100 = :-/Index > 100 = :-)

2

3

1

INDEX > 100 | PERCENTAGE = Reach 35-100% of Population :-)

PRIORITYLEVEL


Target Methodology

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People living in Argentina

How we built specific targets to this research?

Argentina 1

Target Name

Travel Frequency and who had or hadn’t a holiday abroad

Interested in specific online area: travel and exploring new places

Who already purchased any travel online product



Target Methodology

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People living in Argentina

How we built specific targets to this research?

Argentina 2

Target Name

Travel Frequency and who had or hadn’t a holiday abroad

Interested in specific online area: travel and exploring new places



Travellers Profile

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Travellers Profile - Key Findings

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• AGE AVERAGE: 25-34 (37%) | 55-64 (22%) | 45-54 (20%)

• PLACE LIVING: Buenos Aires – only capital (30%) | Mendoza (11%)

• MARITAL STATUS: Married (47%) | In a Relationship (24%)

• LEVEL OF EDUCATION: University (63%) | Post Graduate (10%)

• WORK SECTOR: Education (22%) | Qualified Professionals (13%) | Healthcare, Medicine (10%)

• INCOME: 16K-25K ARS (15%) | 25K ARS or more (9%)

• TOPICS OF INTEREST: Travel (59%) | Science & Tech (59%) | Health & Fitness (54%) | Adventure Sports (50%)

• BEST ON & OFF CHANNELS: Nickelodeon (25%) | ESPN (24%) | Discovery Channel (24%) | NatGeo (22%) |

Comedy Central (15%)

• BEST WAYS TO FIND A BRAND: Search Engines (56%) | Product Brand Sites (56%) | Specialist Topic Sites

(54%) | Blogs (52%) | Consumer Review Sites (50%)

• MOST TRAVEL SOURCES USED: OTAs (Despegar) | Consumer Review Sites (Tripadvisor) | Airlines (Aerolineas,

Lan Chile) | Specialist Topic Sites (Argentina Turismo) | Comparison Websites (Priceline, Hoteles, Expedia)

• ONLINE PURCHASE – FLIGHTS: 58% of Argentinian respondents made their last purchase of flights online.


Travellers Profile

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How old are you?


INDEX

LEGENDIndex < 100 = :-(Index = 100 = :-/Index > 100 = :-)


Travellers Profile

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Where you live in Argentina?



INDEX


Travellers Profile

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What best describes your current marital status?



INDEX


Travellers Profile

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What best describes your final level of education?



INDEX


Travellers Profile

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Which of the following best describes the current sector of your work?



INDEX


Travellers Profile

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Argentina Income Brackets


INDEX



Travellers Profile

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Here is a list of topics that may interest you. Can you indicate which of these you have actively looked for online in the past month?


INDEX



Travellers Profile

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Thinking about the following channels, select how often you watch them either offline or online?


INDEX



Travellers Profile

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In which of the following ways are you most likely to find out about new brands, products, or services?


INDEX


TOP 5


Travellers Profile

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Which of the following online sources are you primarily using when you are ACTIVELY looking to find out more information about brands etc?


INDEX



Travellers Profile

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Which of the following online activities from a brand are most likely to positively influence your consideration to purchase?


INDEX



Travellers Profile

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How would you want a brand you like to act towards you?


INDEX



Travellers Profile

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Source: comScore database (December 2014)

Top 30 Online Travel Channels

Key MeasuresKey MeasuresTravel [Undup.]

Total Unique Visitors (000)

% Reach

% Composition

Unique Visitors

Composition Index UV

Composition Index PV

Average Daily Visitors (000)

Total Minutes (MM)

Total Pages Viewed (MM)

Total Visits (000)

Average Minutes per

Visit

Average Visits per Visitor

Total Internet : Total Audience 18.056 100,0 100,0 100 100 10.412 21.604 25.788 885.353 24,4 49,0

Travel 5.571 30,9 100,0 100 100 425 83 131 15.647 5,3 2,8

1 Despegar-Decolar Sites 1.396 7,7 100,0 100 100 79 14 20 2.881 4,8 2,1

2 TripAdvisor Inc. 746 4,1 100,0 100 100 37 4 10 1.304 2,8 1,7

3 Priceline.com Incorporated 732 4,1 100,0 100 100 39 7 7 1.441 5,1 2,0

4 LanChile S.A. 592 3,3 100,0 100 100 28 5 6 939 4,9 1,6

5 RUTA0.COM 517 2,9 100,0 100 100 24 4 4 847 4,9 1,6

6 PLATAFORMA10.COM 361 2,0 100,0 100 100 16 1 3 540 2,6 1,5

7 AEROLINEAS.COM.AR 356 2,0 100,0 100 100 19 4 9 691 6,4 1,9

8 TODOVIAJES.COM 296 1,6 100,0 100 100 11 1 1 339 1,7 1,1

9 OMNILINEAS.COM.AR 288 1,6 100,0 100 100 12 1 1 380 3,0 1,3

10 GOSUR.COM 273 1,5 100,0 100 100 10 1 1 324 2,5 1,2

11 ARGENTINATURISMO.COM.AR 269 1,5 100,0 100 100 11 1 2 392 3,1 1,5

12 COMOVIAJO.COM 201 1,1 100,0 100 100 9 1 3 304 4,5 1,5

13 HOTELES.COM.AR 185 1,0 100,0 100 100 21 3 4 854 3,5 4,6

14 TURISMOCORDOBA.COM.AR 160 0,9 100,0 100 100 7 1 2 266 5,5 1,7

15 TICKETONLINE.COM.AR 156 0,9 100,0 100 100 6 1 1 204 3,0 1,3

16 Expedia Inc 152 0,8 100,0 100 100 7 1 1 225 2,5 1,5

17 TURISMOENTRERIOS.COM 146 0,8 100,0 100 100 7 1 2 231 4,9 1,6

18 TRAVIDEOS.ES 136 0,8 100,0 100 100 5 0 0 177 1,9 1,3

19 METROVIAS.COM.AR 134 0,7 100,0 100 100 9 2 3 322 5,8 2,4

20 SOLOCAMPINGS.COM.AR 130 0,7 100,0 100 100 5 1 1 165 3,8 1,3

21 VIAJEROS.COM 128 0,7 100,0 100 100 5 1 1 168 3,0 1,3

22 AVANTRIP.COM 125 0,7 100,0 100 100 5 1 2 177 3,4 1,4

23 TRANSATLANTICA.TRAVEL 111 0,6 100,0 100 100 11 0 1 433 0,6 3,9

24 VIRTUALLYTHERE.COM 109 0,6 100,0 100 100 5 1 1 171 3,3 1,6

25 ASATEJ.COM 109 0,6 100,0 100 100 4 1 1 147 3,5 1,4

26 Odigeo 105 0,6 100,0 100 100 4 0 1 140 3,5 1,3

27 VIAJOBIEN.COM 104 0,6 100,0 100 100 4 0 0 135 2,2 1,3

28 CABANIAS.COM 94 0,5 100,0 100 100 4 0 1 135 2,5 1,4

29 Flecha Bus 92 0,5 100,0 100 100 4 0 0 134 2,3 1,5

30 BUQUEBUS 92 0,5 100,0 100 100 4 1 2 126 5,0 1,4

©2015 comScore, Inc

Media

Target : Total Audience

Media : Travel [Undup.]

Date : 1/19/2015

Geography : ArgentinaUniverse : Home and WorkTime Period : December 2014


Digital Behavioral

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Digital Behavioral

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Which of the following online activities have you done in the past month on your PC?



INDEX

All activities here can be considered as a top activity, but the 5 activities in red are the most common from ARG users


Digital Behavioral

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Which of the following have you done online in the past month on your mobile/smartphone?



INDEXAll activities here can be considered as a top activity, but the 5 activities in red are the most common from ARG users


Digital Behavioral

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Which of the following sites have you visited online in the past month when accessing the Internet through a PC?



INDEX


Digital Behavioral

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Which of the following sites have you visited online in the past month when accessing the Internet through a Mobile phone?



INDEX


Digital Behavioral

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Which of the following mobile / tablet applications have you used in the past month?



INDEX


Digital Behavioral

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Which of the following video services have you used in the last month?



INDEX


Digital Behavioral

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Which of the following services have you used or contributed to in the past month using any type of device?



INDEX


Digital Behavioral

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Thinking about when you use Facebook, can you please tell us if you have done any of the following within the last month?



INDEX


Digital Behavioral

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Thinking about when you are writing your blog, what kind of topics do you cover?



INDEX


Digital Behavioral

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Which of the following type of people or organizations do you prefer to follow online via social media services?



INDEX


Digital Behavioral

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Where have you posted an opinion about a product or service that you've bought in the past month?



INDEX


Digital Behavioral

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Products researched and purchased online in the past six months.



INDEX

RESEARCH CONDUCTED BY AG2NURUN BRAZIL 45

ThanksFor any questions, please contact:

Paulo FavaOnline Media [email protected]+55 11 2198-3981

20150203_Argentina Travel Market_AG2Nurun Study_v1

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