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February 2011

The Brazilian Online Audience


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The Internet Audience Worldwide

© comScore, Inc. Proprietary and Confidential. 5


Latin America Continues Audience Growth

 Growth is flat in North America, European Worldwide Online Population in Millions


growth mostly driven by Russia (15+, Home & Work)

 Growth in LatAm expected to continue on +8%


the back of increased residential broadband 1,324
1,222
penetration region-wide
 Growth in Brazil likely to also continue as
more people move from shared-access
environment to home & work use December 2009 December 2010

+6% Dec 2009


534.0 Dec 2010
505.7 +8%
336.4 361.7 +3%
+32% +15%
198.4 204.0
85.2 112.5 96.6 111.4

Asia Pacific Europe North America Middle East - Latin America


Africa

© 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

Internet Users Age 15+ (MM)


Online from Work or Home
China 291.5
United States 180.9
Japan 73.0
Germany 49.3
Russian Federation 46.1
France 41.9
India 41.6
While US user growth has remained flat over
Brazil 40.0 the past year, China, Russia, and Brazil have
United Kingdom 38.6 experienced impressive growth rates of
South Korea 30.2 23%, 23% and 20%, respectively.
Canada 23.0
Italy 22.7
Turkey 22.6
Spain 21.1

© 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

Key Categories: Share of Time Spent Online


WW Population, 2009 vs 2010

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

Number of Global Users (Millions)


2,000
1,800
1,600
1,400
1,200
1,000 Desktop
800 Mobile
600
400
200
0
2007 2008 2009 2010 2011 2012 2013 2014 2015

© comScore, Inc. Proprietary and Confidential. 10 Source: Morgan Stanley Research


Browsing Audience Larger than App Audience in USA… Mostly

Top 10 Mobile Content Categories


Browser v. App
US, April 2010
40,000
35,000
Browser
30,000
25,000
20,000 App
15,000
10,000
5,000
0

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

Top Genres for Mobile Browsing


General Reference 17.2%
Movie Information 20.1% News and Weather Genres
Stock Quotes or Financial News 20.4% Communicating and Sharing
Tech News 21.0% Other
Maps 21.6%
Photo or Video Sharing 23.1%
Work Email 24.1%
Entertainment News 28.2%
Sports Information 29.5%
IM 30.0%
News 36.1%
Weather 37.1%
Social Networking 42.0%
Personal Email 46.5%
Search 47.8%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

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)

 The heaviest individual online spending day of


the year was Cyber Monday (Monday, Nov 29,
2010) at $1.028 billion.
 First time on record that online retail spending
surpassed $1 billion in a single day.
 Facebook surpassed each of the Top 3 largest
web properties in the past year, capturing the
#1 ranking for time spent in August 2010.
 Facebook now accounts for 11.1% of time
spent online in the U.S., up from 5.5% percent
a year ago.
 Major milestones in mobile were crossed
during the year as smartphone adoption
reached 1 in 4 mobile Americans and 3G
penetration crossed the 50 percent threshold,
signaling that the mobile industry has reached
a point of no return.

© comScore, Inc. Proprietary and Confidential. 13


A Few Excerpts from US Digital Year in Review (2010)

© comScore, Inc. Proprietary and Confidential. 14


The Internet Audience in Brazil

© comScore, Inc. Proprietary and Confidential. 15


Brazilian Internet Population Growth & Consumption

 Total Visits peaked in October for the presidential elections and remained high
moving into November

Brazilian Internet Population Size and Total Internet Visits

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 -

Unique Visitors (MM) Visits (MM)

© 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

 Brazil has the largest online population in Latin America


– 45.1 million is currently the comScore estimate of 6+, home & work
– Extended universe estimate is 77.3 million, larger than the total populations of
France and the UK (66 and 62 million, respectively)
 The average Internet user in Brazil clocks 24.3 hours of usage per month
Internet Users (Millions) in Total Hours Online per
Latin America Visitor in Latin America
WW Avg: 22.4

Brazil 40.0 Brazil 24.3


Mexico 17.8 Mexico 24.1
Argentina 12.8 Argentina 25.0
Colombia 12.3 Colombia 20.1
Chile 7.3 Chile 22.8
Peru 3.8 Peru 24.7
Venezuela 2.9 Venezuela 19.8
Puerto Rico 1.2 Puerto Rico 17.1

© 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

 Brazil continues to show terrific audience growth: 20% from December


2009 to December 2010

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

Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto


Rico

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

Internet Users (Millions) Total Online Hours per Visitor

France 41.9 France 25.7


India 41.6 India 12.1
Brazil 40.0 Brazil 24.3
United Kingdom 38.6 United Kingdom 30.6
South Korea 30.2 South Korea 27.8
Canada 23.0 Canada 44.9
Italy 22.7 Italy 16.0

© 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

Composition of Internet Audience 15+

Brazil 29.0% 33.7% 21.2% 10.7% 5.3%

Latin America 33.6% 28.6% 20.0% 11.3% 6.6%

Worldwide 26.8% 26.0% 21.6% 14.2% 11.4%

15-24 25-34 35-44 45-54 55+

© 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

 We are seeing a slight shift in the composition of the Brazilian audience:


proportionally more users in older age groups
 Typical of a developing Internet market

Composition of Brazilian Internet Audience 15+


2009 vs 2010

Dec-09 31% 34% 21% 9% 5%

Dec-10 29% 34% 21% 11% 5%

15-24 25-34 35-44 45-54 55+

© 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

Source: comScore Media Metrix, October 2010


© comScore, Inc. Proprietary and Confidential. 22
Youngest Users are the Heaviest Users

 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

15-24 25-34 35-44 45-54 55+

© 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

Source: comScore Media Metrix, October 2010


© comScore, Inc. Proprietary and Confidential. 24
Regional Internet Population Distribution and Average Usage

 Brazilian Internet population is overwhelmingly in Southeast; heaviest usage in


Northeast and the South

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

Reach of Key Categories


86% 59%
Search/Navigation Index: 101 Downloads 104
85% 57%
85% 53%
Social Networking 121 Games 104
70% 51%
75% News/Information 59%
e-mail 120 97
63% 60%
71% 43%
Blogs 142 Photos 81
50% 53%
71% 41%
Instant Messengers 204 Business/Finance 91
35% 46%
70% 40%
Retail 109 Education 138
64% 29%
68% 40%
Multimedia 102 Sports 126
67% 32%
64% 33%
94 TV 101
Directories/Resources 68% 33%
60% 25%
Community 103 Travel 85
58% 30%
60% 22% Brazil
Technology 113 Automotive 90
53% 24% Worldwide

© 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

 Overall category growth of 25% from Dec 2009 to Dec 2010


 Led by very impressive audience growth seen by Itau.com.br and
Banco do Brasil which each saw more than 50% growth in UVs

© comScore, Inc. Proprietary and Confidential. 28 comScore World Metrix 2010


So, Who Were the Drivers of this Growth?

 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%)

Brazilian Internet Audience 15+ accessing Internet from Home or Work


© comScore, Inc. Proprietary and Confidential. 29 Source: comScore Media Metrix, December 2010
Group-buying Sites Showed Impressive Growth in Late 2010

Groupon in USA during 2010


 Group-buying sites have taken off in
Brazil and, based on what has been
seen in the USA, are set to continue
their growth in 2011.
 Three major players in the space saw
close to or more than 50% growth in
unique visitors from August to October

© comScore, Inc. Proprietary and Confidential. 30 comScore World Metrix 2010


Retail Continues to Grow in Brazil

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%

Retail Sites Brazil 69.6%


Growth Mexico 59.3%
+9% +3% Argentina 62.7%
69.6%
63.8% 61.8% 63.9% Colombia 51.6%
Chile 58.1%
Peru 57.8%
Venezuela 60.3%
Brazil Worldwide
Puerto Rico 60.6%
2009 Reach 2010 Reach

© 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

Top Retail Sites: Brazil Top Retail Sites: Brazil


% Reach Average Minutes per User

MercadoLibre 29.9 MercadoLibre 22.3


Lojas Americanas 26.7 Lojas Americanas 12.6
BuscaPe.com Inc. 21.6 BuscaPe.com Inc. 4.6
UOL Shopping 13.4 UOL Shopping 2.2
NETSHOES.COM.BR 9.5 NETSHOES.COM.BR 9.7
PONTOFRIO.COM.BR 7.6 PONTOFRIO.COM.BR 10.0
CASASBAHIA.COM.BR 7.3 CASASBAHIA.COM.BR 10.2
EXTRA.COM.BR 7.1 EXTRA.COM.BR 8.5
MAGAZINELUIZA.COM.BR 7.1 MAGAZINELUIZA.COM.BR 9.1
COMPRAFACIL.COM.BR 6.0 COMPRAFACIL.COM.BR 7.0

© 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

 In a custom survey recently conducted by comScore, Brazilians were more likely


to agree that locally-developed shopping sites were excellent or very good

Share of Survey Respondents Stating that the Quality of Local Websites


is Excellent/Very Good
54%
44%
38% 39%
29%
21%

Brazil Mexico Argentina Chile Colombia Peru

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

Top Sports Sites: Brazil Top Sports Sites: Brazil


% Reach Average Minutes per User

Rede Globo Esportes 22.2 Rede Globo Esportes 30.7


UOL Esporte 13.3 UOL Esporte 17.6
MSN Sports International 12.1 MSN Sports International 10.6
Terra Sports 9.5 Terra Sports 17.6
LANCENET.COM.BR 4.7 LANCENET.COM.BR 23.9
Yahoo! Sports 4.7 Yahoo! Sports 5.0
GloboSat Esportes 2.8 GloboSat Esportes 5.1
ESPN 2.5 ESPN 19.8
IG Esporte 1.9 IG Esporte 5.9
Big Lead Sports By FSV 1.2 Big Lead Sports By FSV 4.2

© 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

 Category growth of 32% from December 2009 to December 2010


 Sites like Webmotors.com.br, iCarros.com.br, Vrum.com.br and
meucarronovo.com.br all showed significant growth during the year

© comScore, Inc. Proprietary and Confidential. 36 comScore World Metrix 2010


The Travel Category Continues to “Take Off”

 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%)

Brazilian Internet Audience 15+ accessing Internet from Home or Work


© comScore, Inc. Proprietary and Confidential. 37 Source: comScore Media Metrix, December 2010
Social Networking in Brazil and Around the World

Social Networking Sites


 The reach of the Social Networking % Reach
category continues to be very high
throughout Latin America WW 70.5%

 In Brazil, even with such a high reach, Asia Pacific 47.9%

the category is amazingly still growing Europe 84.4%


North America 89.8%
Latin America 87.7%

Social Networking Sites Brazil 85.3%


Growth
Mexico 88.8%
+10% +4%
Argentina 89.7%
77.9% 85.3%
67.6% 70.5% Colombia 88.6%
Chile 91.7%
Peru 90.9%
Brazil Worldwide Venezuela 88.9%
2009 Reach 2010 Reach Puerto Rico 85.9%

© 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

Orkut and Facebook Orkut and Facebook


Brazil UV and Growth Global UV and Growth

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

Unique Visitors Reach Page Views Avg Visits/ Avg Mins/


(000) (millions) Visit Visit

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

Brazilian Internet Audience 15+ accessing Internet from Home or Work


© comScore, Inc. Proprietary and Confidential. 40 Source: comScore Media Metrix, December 2009 and December 2010
Less of the Facebook Audience in Brazil is Visiting Orkut

 Cross-visiting seen in December 2009 (Total Audience, 15+)

 Cross-visiting seen in December 2010 (Total Audience, 6+)

Brazilian Internet Audience, accessing Internet from Home or Work


© comScore, Inc. Proprietary and Confidential. 41 Source: comScore Media Metrix, December 2009 and December 2010
A Closer Look at Orkut and Facebook in Brazil

© comScore, Inc. Proprietary and Confidential. 42


Brazil is a Top Twitter Market

 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

BlogSites News/Information Sites


% Reach % Reach

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%

Brazil 71.1% Brazil 58.8%


Mexico 60.4% Mexico 54.9%
Argentina 62.3% Argentina 65.8%
Colombia 55.4% Colombia 50.9%
Chile 59.5% Chile 56.0%
Peru 66.9% Peru 55.8%
Venezuela 57.7% Venezuela 51.0%
Puerto Rico 46.6% Puerto Rico 50.8%

© 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

 Significant increase in Total Visits to News/Info and Blogs categories seen in


lead up to and during the President Election season
 Total Visits to the Internet in Brazil were highest in Oct and Nov than during any
other month in 2010

comScore World Metrix 2010 – panel-only


© comScore, Inc. Proprietary and Confidential. 45
Election-focused Sites Saw a Tremendous Lift During October

 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

© comScore, Inc. Proprietary and Confidential. 47 comScore World Metrix 2010


Cross-visitation During October

 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

comScore World Metrix, October 2010


© comScore, Inc. Proprietary and Confidential. 48
How the Election Was Won?

% Composition Unique Visitors

[P] MINHAMARINA.ORG.BR [P] DILMA13.COM.BR [P] SERRA45.COM.BR

Persons: 15-24 29.7 28.6 30.1

Persons: 25-34 36.8 31.4 31.6


Persons: 35-44 16.2 18.3 14.8

Persons: 45-54 11.2 12.9 12.2


Persons: 55+ 5.0 7.5 10.1
All Males 47.6 56.4 61.0

All Females 52.4 43.6 39.0

Region BR: Center-west 5.3 6.5 4.8

Region BR: North 1.7 1.9 1.6


Region BR: Northeast 16.6 19.3 16.7
Region BR: South 9.1 9.7 10.1
Region BR: Southeast 67.3 62.5 66.7

comScore World Metrix, October 2010


© comScore, Inc. Proprietary and Confidential. 49
More On Each Candidate’s Online Audience

comScore World Metrix, October 2010


© comScore, Inc. Proprietary and Confidential. 50
Online Video in Brazil

33.5 MM Unique Viewers

84 % Percent of 15+ Internet Audience

23 % Percent of Total Population

2.6 B Total Videos

243 MM Total Hours of Video

79 Videos per Viewer

7.3 Hours per Viewer


© comScore, Inc. Proprietary and Confidential. 51 Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
Youtube Audience as an Online Video Benchmark

 Brazil’s unique audience to Youtube grew by more than 33% over the last year

Dez/2009 Dez/2010

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Video and Social Networking

 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

Average Hours Spent Watching Online Video


10.4 By Age and Gender
8.6 8.4
7.3
6.1 6.5
6.0 5.6
5.4
Male
3.7 Female

15-24 25-34 35-44 45-54 55+

© comScore, Inc. Proprietary and Confidential. 54 Brazilian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
Searching for Something?

Brazilian Searchers Share of Searches by Property


37 million unique searchers
Terra - Telefonica, 2%
92% of Brazilian Internet population Google
GoogleSites
Sites
Average 112 searches per searcher 88%
89% Microsoft Sites, 2%

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
Did You Know…

 Brazil is the 8th largest Internet audience in the UV


world (15+, H&W) Mexico is 16th and Argentina Country (000)
is 19th
China 291,544
 The Brazilian online audience (15+, H&W)
surpassed the UK in October United States 180,920

 Brazil’s online audience consumes more Japan 73,002


pages than Australia, Italy, and Taiwan
Germany 49,336
combined
Russian Federation 46,132
 In terms of Total Minutes 58.2B, Brazil is 9th
out of the 43 countries covered by comScore France 41,930
– This is approximately 5.7M weeks spent online
India 41,580
 Brazil consumes 3% of the world’s page views
Brazil 39,966
– the US consumes 20%, China 12%
United Kingdom 38,643

South Korea 30,205


Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
© comScore, Inc. Proprietary and Confidential. 56
Obrigado!

For questions, please contact Brazil@comscore.com

© comScore, Inc. Proprietary and Confidential. 57