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Data Sourced From comScore’s Global Panel of 2MM Internet Users WorldwideData Sourced From comScore’s Global Panel of 2MM Internet Users Worldwide
360°°°° View of Consumer Behavior
Media Exposure
Online Transactions
Search Behavior
DemographicsLife Stages
Streaming Video
Web Visiting and Viewing
A Global Measurement of Audience and e-Commerce
37 Individually Reported Countries
172 Countries with Sample Presence
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1,100 + Blue Chip Clients1,100 + Blue Chip Clients
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology
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to Measure the Search Market (qSearch)
to Deliver a Worldwide Internet Audience Measurement (World Metrix)
Video Streaming Measurement (Video Metrix)
to Provide Behavioral Ad Effectiveness (Campaign Metrix)
to Build and Project from 2M+ Longitudinal Panel
to Monitor and Report eCommerce Data
Strong Track Record of InnovationStrong Track Record of Innovation
WORLD ECONOMIC FORUMTechnology Pioneer2007
Top 100Innovative CompaniesDecember 2004
World’s LargestWindows DatabaseDecember 2001,2003, 2005
External Recognition
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The US Now Accounts For Less Than a Fifth of the Worldwide Internet PopulationThe US Now Accounts For Less Than a Fifth of the Worldwide Internet Population
Online Population by Geography
66%
17%
34%
83%
1996 2008
`
Rest of the World
United States
■ Twelve years ago in 1996, two-thirds of the world’s online population was in the U.S.
Source: comScore World Metrix, September 2008
Regional Distribution of World Online Population
Non-U.S.+12.4%
U.S.+3.4%
YOY Growth
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Online Populations by Region
Worldwide Online Population
778.3860.5
Worldwide
Millions of Internet Users
+10.6%
Latin America continues growthLatin America continues growth
286.7
223.9178.4
53.7 35.6
326.8
241.8
184.7
63.443.7
Asia Pacific Europe North America Latin America Middle East - Africa
Millions of Internet Users
+14.0%
+8.0%+3.6%
+18.1%+22.8%
■ Growth has slowed in North America and
Europe
■ Asia Pacific continues to show strong
growth on a large base
■ Latin America and the Middle East/Africa
are now the high-growth regions globally
June 2007
June 2008
Source: comScore World Metrix, June 2008
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26.8
23.3
25.9
22.0
23.0
22.9
15.8
Brazil
Mexico
Argentina
Chile
Colombia
Venezuela
Puerto Rico
26.2
12.2
9.1
5.5
3.6
1.7
0.9
Brazil
Mexico
Argentina
Chile
Colombia
Venezuela
Puerto Rico
Brazil is largest and fastest-growing in the regionBrazil is largest and fastest-growing in the region
7
58.3
■ Brazil has, by far, the largest online population in the region, and continues to grow at a
rapid rate – YOY growth was 27%
■ Brazil has the heaviest users in the region, outpacing the worldwide average
Internet Users (MM)in Latin America
Total Online Hours per VisitorLatin America
Extended Universe estimate, including users under 15 or using shared computers
Source: comScore World Metrix, September 2008
Internet users ages 15+ accessing the internet from a Home or Work computer
WW Avg: 22.4
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Comparison to Other Countries Outside RegionComparison to Other Countries Outside Region
8
■ 15+ Home and Work populations in India, Russia, and Korea are roughly the same size
■ Brazil’s usage is among the heaviest in the world: only a few other countries spend more
time online per user than Brazil
Internet Users (MM) Total Online Hours per Visitor
Source: comScore World Metrix, September 2008
Internet users ages 15+ accessing the internet from a Home or Work computer
26.2
168.3
27.4
26.7
20.2
17.1
Brazil
China
India
Russian Federation
South Korea
Italy
Spain
30.7
58.3
254.3
46.1
Extended Universe estimates for Brazil, China & India, including users under 15 or using shared computers
26.8
18.6
10.5
14.7
21.9
18.4
23.0
Brazil
China
India
Russian Federation
South Korea
Italy
Spain
WW Avg: 22.4
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Brazilians show strong preference for local contentBrazilians show strong preference for local content
9
■ Nine of the top 20 Internet properties
are Brazilian, and an additional 5 are
Latin American or Portuguese sites
■ Google, the #1 property in Brazil,
draws its popularity from its search
engine and Orkut, while Microsoft
traffic is driven by MSN Live
Messenger. Both benefit from
localized content versions and a
strong Brazilian version of the brand.
Continued success depends on their
ability to diversify and provide other
offerings that cater to the Brazilian
audience
Top Properties in Brazil Key Sites
Total
Unique
Visitors
(000)
% Reach in
Brazil
Total Internet : Total Audience 26,221 100.0
Google Sites Google Search, Orkut 23,755 90.6
Microsoft SitesWindows Live Messenger,
Windows Live Hotmail22,718 86.6
UOL Sites UOL.COM.BR 18,294 69.8
Organizacoes Globo Globo.com, Globo Videos 15,448 58.9
Terra Networks Terra Brasil 14,594 55.7
Grupo Brasil Telecom iG.com 14,012 53.4
Yahoo! SitesYahoo! Answers,
Homepages, Search13,912 53.1
MercadoLibre MERCADOLIVRE.COM.BR 10,909 41.6
Wikimedia Foundation Sites Portuguese Wikipedia 8,546 32.6
Lojas AmericanasSubmarino,
AMERICANAS.COM8,095 30.9
WordPress 7,119 27.2
BuscaPé Inc. BUSCAPE.COM.BR 4,780 18.2
Grupo Abril ABRIL.COM.BR 4,491 17.1
Oi - Grupo Telemar OI.COM.BR 3,572 13.6
Adobe Sites 3,480 13.3
CAIXA.GOV.BR 3,384 12.9
Portugal Telecom Sapo.pt 3,258 12.4
Grupo Carso Claro Sites 3,183 12.1
SP.GOV.BR 3,182 12.1
Batanga SONICO.COM 3,137 12.0
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Brazilians, Like Audiences Worldwide, Prefer to Consume Content in their Native LanguageBrazilians, Like Audiences Worldwide, Prefer to Consume Content in their Native Language
10
Puerto Rico
Venezuela
Mexico
Colombia
Argentina
Chile
Brazil
Distribution of Pages Viewed by Language
Source: comScore Custom Analysis of Page Views by Language, February 2008
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Traffic to Top Brazilian Sites from Outside BrazilTraffic to Top Brazilian Sites from Outside Brazil
11
■ The combined unduplicated audience of the Top 4 Brazilian sites draws a third of its
audience from outside the country
■ Besides their shared language, Portuguese Internet users may also view Brazilian
content in order to supplement the variety of publisher offerings at home
■ Large Brazilian expat communities in a number of countries (particularly in neighboring
Argentina and in Japan) also make up a substantial part of these sites’ Worldwide
audience. Brazilians are loyal to their local language content no matter where they may
be in the world
Source: comScore World Metrix, September 2008
Total Unique
Visitors
World-Wide 32,209
Brazil 21,626
Portugal 1,512
Argentina 973
Japan 694
United States 589
Spain 346
Mexico 215
Italy 278
Source of Traffic to Top 4 Brazilian Sites
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How the World Uses the Internet How the World Uses the Internet
12
Source: comScore World Metrix, June 2008
Category Growth
Glo
bal
Reach
Average Internet Growth = 10.6%
“On-ramp” categories
- Portals- Search
Everyone uses it:
High Reach,
Flat Growth
Web 2.0
- Social Networks- Blogs- Photos- Reference- Extended Web
Growing Reach,
Very Fast Growth
Web 2.0 “Casualties”
- Community- Personals- Retail Movies- Retail Music
Low Reach,
Negative Growth
Utility & Content
- Email & IM- Retail- Business/Finance- General News- Travel- Sports- Auto
Mainstream,
MidReach,
Flat Growth
- Entertainment- Multimedia- Gaming
Approaching Mainstream,
High Growth
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Key Categories in Brazil cluster around Communications, Networking, EntertainmentKey Categories in Brazil cluster around Communications, Networking, Entertainment
13
Source: comScore World Metrix, September 2008
Social Networking
IMs
Blogs
Extended Web
Government
Consumer Electronics
Entertainment -News
0
50
100
150
200
250
0.0 20.0 40.0 60.0 80.0 100.0
Ind
ex t
o W
W R
each
Brasil Reach
RetailMultimedia
Brazil Reach
■ Brazilians are FAR more likely to use Social Networks and Blogs than the average global Internet user. This generates concomitant above-average usage of Extended Web technologies (widgets)
■ Communication is key: Instant Messengers and E-Mail continue to be popular
■ Entertainment sites in general are popular, but Entertainment News visitation in Brazil is above average
■ Brazilians’ love of shopping reflected in above average visiting to Retail sites, particularly Consumer Electronics
■ High index for Government sites driven by Caixa, e-Government at state level
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Social Networking in Brazil Dominated by OrkutSocial Networking in Brazil Dominated by Orkut
14
■ The full category reaches 84.3% of the Brazilian audience, one of the highest rates in the
world for Social Network visiting
■ Orkut is THE primary Social Network in Brazil – both reach and usage metrics outstrip all
others
% Reach Minutes per Visitor Visits per Visitor
Social Networking Sites in Brazil
Source: comScore World Metrix, September 2008
79.1
14.9
11.4
6.1
5.6
4.5
4.4
3.4
1.4
Orkut
Yahoo! Geocities
SONICO.COM
FOTOLOG.COM
8P.COM.BR
MULTIPLY.COM
HI5.COM
MYSPACE.COM
FACEBOOK.COM
28.3
1.8
2.7
5.3
1.9
1.5
2.0
2.3
2.7
496.1
2.8
10.1
22.1
11.2
4.4
10.6
13.2
14.2
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Social Networking is Highly LocalizedSocial Networking is Highly Localized
15
■ Facebook leads in most of the Lat Am countries:
Argentina: Facebook, 28% of audienceChile: Facebook, 67.7% of audienceColombia: Facebook, 60.2% of audienceMexico: Sonico.com, 22.1% of audiencePR: Facebook, 47.2% of audienceVenezuela: Facebook, 49.4% of audience
■ Friendster has strongholds in Southeast Asia;
other country-dominant sites include Mixi in
Japan and CyWorld in South Korea
Source: comScore World Metrix, September 2008
Brazil, 48%
Rest of Latin
America, 5%
India, 27%
Rest of the
World, 20%
% of Unique Visitors
■ Brazil accounts for nearly half
of Orkut’s global traffic
Distribution of Orkut Traffic
■ Now that Social Networking has generally become mainstream, emerging markets,
particularly, tend to “choose” a primary provider
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The ‘Halo Effect’ in Social NetworkingThe ‘Halo Effect’ in Social Networking
16
■ Orkut’s 79.1% reach in Brazil indicates a high degree of comfort w/ the Social
Network concept, more so than in other countries
■ This extends to increased usage of sites incorporating the SN concept
■ Photo sites
Fotolog, Flickr, Picasaweb, Bubome
■ Video sites
Youtube, Globo Videos
■ The ‘high switching cost’ associated with Social Networks really applies more to SNs
that don’t offer anything substantially beyond the core services already provided by
Orkut
■ Sonico reached 11.4% of the Brazilian audience in September, compared to Orkut’s 79.1%, but more critically, 94% of Sonico visitors also visited Orkut
■ Global leader FaceBook is not even a player in this market, despite Brazilian Portuguese version
Most visitors to these sites are also Orkut users
Source: comScore World Metrix, September 2008
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Widget Publishers & PlatformsWidget Publishers & Platforms
17
■ 7th highest Extended Web (Widget) penetration rate globally, unsurprising given
popularity of Social Networks and Blogs in Brazil
■ Reflects Brazilian (and Latin American) publishers’ comfort level with Widgets
39.6
66.7 65.159.8 57.3 55.6 54.6
51.9 51.5 49.8 48.2
Extended Web Reach
% of Online Population
Source: comScore World Metrix, September 2008
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Search Intensity ComparisonSearch Intensity Comparison
18
Search Population & Intensity
Total Searchers (MM) Searches per Searcher
■ Countries with similarly-sized Searcher populations include developed Internet
economies and very large developing markets
■ Brazil’s search intensity aligns more closely with France, Italy, Korea than
Russia or India
26,213
23,348
22,931
21,072
20,917
20,265
17,683
14,638
France
Russian Federation
India
Korea
Brazil
Canada
Italy
Spain
106.3
63.0
51.0
109.3
106.5
122.5
105.8
96.5
France
Russian Federation
India
Korea
Brazil
Canada
Italy
Spain
Source: comScore qSearch, September 2008
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Google Share of Searches
19
Search is Dominated by GoogleSearch is Dominated by Google
■ 89% of all online searches in Brazil are on Google
■ UOL Sites and iG.com rank a distant second and third after Google (with <2% share each), and all others make up the remaining 6%, the largest among them including Yahoo, Microsoft, Terra, and Ask.com
Search Intensity
Searches per Searcher
■ Generally heavy search activity in Latin America
■ Brazilian users average 106.5 searches per searcher
93%
93%
91%
89%
89%
88%
57%
Chile
Venezuela
Colombia
Argentina
Brazil
Mexico
Puerto Rico
Latin America Brazil
Source: comScore qSearch, September 2008
Google Sites,
89%
UOL Sites, 2%
iG.com, 2%
All Others, 6%
106.5
106.8
93.9
97.7
109.4
98.7
62.4
Brazil
Mexico
Argentina
Chile
Colombia
Venezuela
Puerto Rico
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Online Entertainment in BrazilOnline Entertainment in Brazil
% Reach Minutes per Visitor Visits per Visitor
Entertainment Visiting & Engagement
■ Multimedia sites lead amongst Entertainment subcategories both in terms of reach
and usage
■ Heaviest users are in Multimedia and Kids categories
■ Repeat visiting indicates high interest in the category
79.0
68.7
42.7
32.1
24.6
22.6
18.5
12.4
5.5
Entertainment - Full Category
Multimedia
Entertainment - Music
TV
Entertainment - News
Radio
Kids
Entertainment - Movies
Humor
104.8
73.0
10.0
18.9
14.0
17.8
56.8
5.8
4.1
14.5
9.9
3.6
4.6
4.5
2.8
4.2
2.2
1.6
Source: comScore World Metrix, September 2008
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Clear Appetite for Multimedia, especially VideoClear Appetite for Multimedia, especially Video
■ Brazil ranks 14th out of 37 countries in terms of
average visits to multimedia sites each month
■ Globo Videos reached 41% of Brazilian online
population in September, YouTube.com
reached 48%
■ YouTube’s reach of the audience increased by
26% since Oct 07; Globo Videos has grown an
even faster 58%
■ Low broadband penetration rates limit
engagement and audience
Source: comScore World Metrix, September 2008
37.7
25.7
47.540.7
YOUTUBE.COM Globo Videos
Oct-2007 Sep-2008
47.5
40.7
14.3
8.4
8.3
5.9
5.1
4.9
4.7
2.8
YOUTUBE.COM
Globo Videos
WindowsMedia
MSN Music
MSN Video
Real.com Network
STARTVG.COM
WinAmp (App)
4DH.COM
iTunes Software (App)
Multimedia Sites% Reach
Growth in Site Reach
+26% +58%
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IM is Highly Popular in the RegionIM is Highly Popular in the Region
22
■ Instant Messenger Usage in Latin America is the highest in the world; Brazil is a close
second after Argentina in terms of IM reach of the online audience
■ Windows Live Messenger almost exclusively drives the usage in the category
% Reach
Countries with Highest IM Reach
Top Instant Messengers in Brazil
% Reach
76.8
9.1
1.7
1.4
1.3
1.2
0.5
0.3
0.2
0.2
MSN-Windows Live Messenger
TWITTER.COM
Meebo, Inc
eBuddy Sites
PLUGOO.COM
Yahoo! Messenger
Google Talk (App)
IMINENT.COM
WEBMESSENGER.COM.BR
Skype Instant Messenger (App)
78.9
78.1
77.1
76.4
73.6
71.9
66.1
65.9
65.8
63.6
Argentina
Brazil
Venezuela
Colombia
Mexico
Chile
Spain
Canada
Portugal
Singapore
Source: comScore World Metrix, September 2008
WW average: 49.8
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eCommerce is Taking Hold in BrazileCommerce is Taking Hold in Brazil
23
■ Brazil makes up 37% of the Latin American online population but made up 58% of e-
Commerce dollars in 1st half 2008
■ Brazil shops close to home: 95% of online dollars were spent on Latin American
sites
■ Brazilian buyer penetration 7% in Q2 2008 but ten times as many Brazilian internet
users visited a Retail site over the same time period
Users vs. $$
Latin American % Share
Shopping Activity
% of Brazilian Audience
Source: comScore World Metrix , comScore Marketing Solutions Custom Research, Q2 2008
Site Purchasing
Share of Dollars
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Top Retail Sites in BrazilTop Retail Sites in Brazil
33.9
30.8
13.0
11.9
11.2
7.3
5.8
5.3
5.1
4.7
16.8
27.5
24.1
10.0
23.3
9.1
5.7
8.7
4.4
17.2
Consumer Electronics
Comparison Shopping
Books
Computer Software
Computer Hardware
Department Stores
Sports/Outdoor
Retail - Music
Toys
Apparel
Brazil WW Average
Brazil vs. WW Average Retail Category Reach
■ Consumer Electronics and Comparison Shopping sites are the largest Retail
categories in the country, and Brazilians visit those types of sites at a much heavier
rate than the worldwide average
Top Retail Sitesin Brazil
% Reach
Source: comScore World Metrix, September 2008
■ Top sites are Comparison
Shopping sites and Multi-Channel
retailers
41.6
30.9
18.2
5.5
5.0
4.9
4.7
4.5
3.9
3.7
MercadoLibre
Lojas Americanas
BuscaPé.com Inc.
MAGAZINELUIZA.COM.BR
UOL Brasil Shopping
BONDFARO.COM
Apple Inc.
LIVRARIASARAIVA.COM.BR
eBay
EXTRA.COM.BR
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Summary of Key FindingsSummary of Key Findings
■ Since 1996, the proportions have shifted: in 96, two-thirds of the world’s online
population was in the United States; now, the U.S. accounts for only 20% of worldwide
users
■ Brazil has the largest and fastest-growing online population in an important emerging
region
■ Though Google and MSN lead the Top Properties rankings by virtue of specific offerings
that have caught on in Brazil, there are a slew of local providers poised to take share
and Brazilians vastly prefer to consume local content
■ It can’t be denied: Orkut is a phenomenon
– Its influence extends beyond “pure” social networks and into categories where a SN-type community is brought to play
– Along with the Google Search engine, has made Brazil a stronghold for the brand
■ Low home BB penetration impedes a great deal of high-bandwidth activity, such as
video streaming, music downloads, etc, but it is clear that the desire/interest is there – a
huge opportunity for players in these categories as BB penetration grows
■ 7 of every 10 users in Brazil visit Retail sites, and consumers are becoming more
comfortable with purchasing online
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