comscore latin america 2010 year in review
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8/7/2019 ComScore Latin America 2010 Year in Review
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March 2011Digital Year in Review: Latin America
Alejandro Fosk
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comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;
43 markets reportedLocal Presence 30+ locations in 21 countries
V0910
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Global Coverage, Local Presence
comScore Locations
V0910
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comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics
The Only Global Measurement
of Audience and E-commerce
170+ Countries Under Measurement
43 Markets Reported
2 Million Person Panel
360°View of Person Behavior
V0910
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Some of Our Largest Clients in Latin America Include…
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The Internet Audience Worldwide
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505.7
336.4
198.4
85.2 96.6
534.0
361.7
204.0
112.5 111.4
Asia Pacific Europe North America Middle East -Africa
Latin America
Latin America Continues Audience Growth
Growth is flat in North America, European
growth mostly driven by Russia
Growth in Latin America expected to continueon the back of increased residentialbroadband penetration region-wide
Growth in Latin America likely to also
continue as more people move from shared-access environment to home & work use December 2009 December 2010
+8%
+6%
+3%
+8%
+32% +15%
Dec 2010
Dec 2009
Worldwide Online Population
(Millions)
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2009 and December 2010
1,2221,324
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Internet Users Age 15+ (MM)
Online from Work or Home
China Surges Past the US
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
291,5
180,9
73,0
49,3
46,1
41,9
41,6
40,0
38,6
30,223,0
22,7
22,6
21,1
China
United States
Japan
Germany
Russian FederationFrance
India
Brazil
United Kingdom
South KoreaCanada
Italy
Turkey
Spain
While US user growth has remained flat overthe past year, China, Russia, and Brazil have
experienced impressive growth rates of23%, 23% and 20%, respectively.
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Photos, Downloads, Multimedia Biggest Reach Gainers over Past Year
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010
Key CategoriesReach of WW Population, 2009 vs 2010
85.0%
70.5%
68.3%
66.8%
63.9%
63.1%
60.3%
58.1%
56.9%
53.1%
80.8%
67.6%
65.7%
63.0%
61.8%
65.8%
59.4%
55.8%
51.3%
54.3%
Search/Navigation
Social Networking
Directories/Resour…
Multimedia
Retail
News/Information
Community
Downloads
Technology
52.7%
51.3%
50.0%
45.5%
34.7%
32.7%
31.5%
31.1%
29.7%
28.8%
42.6%
49.8%
49.8%
45.2%
41.1%
31.9%
32.8%
33.6%
28.6%
30.4%
Photos
Games
Blogs
Business/Finance
Instant Messengers
TV
Sports
Auctions
Travel
Education2010
2009
+24%
+3%
---
+1%
-15%
+2%
-4%
-7%
+4%
-5%
Growth: +5%
+4%
+4%
+6%
+3%
-4%
+1%
+4%
+11%
-2%
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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 OnlineWW Population, 2009 vs 2010
3.1%
16.0%
2.2%
6.2%
3.5%
6.6%
2.4%
1.9%
0.8%
0.6%
3.0%
11.9%
1.9%
5.7%
3.1%
7.2%
2.5%
2.0%
0.8%
0.6%
Search/Navigation
Social Networking
Directories/Resources
Multimedia
Retail
News/Information
Community
Downloads
Technology
2.6%
3.8%
0.9%
1.5%
9.2%
0.6%
1.2%
1.6%
0.5%
0.7%
0.7%
3.9%
0.8%
1.6%
12.2%
0.5%
1.2%
1.7%
0.5%
0.7%
Photos
Games
Blogs
Business/Finance
InstantMessengers
TV
Sports
Auctions
Travel
Education2010 Share
2009 Share
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010
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The Internet Audience in Latin America
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Online Audience Sizes in Latin America, 15+ Home & Work
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2009 to December 2010
Online Population Sizes (MM)Latin America
Significant growth in most markets in Latin America over the past year
Growth in mature markets of Argentina and Chile flattening
33.3
14.812.5
9.86.7
2.2 1.1
40.0
17.812.8 12.3
7.33.8 2.9
1.2
Brazil Mexico Argentina Colombia Chile Peru Venezuela PuertoRico
2009 2010
+20%
+21%+3% +26%
+9%+27% +9%
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The Size and Engagement of Latin American Internet Audiences
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)
Average usage in Brazil, Mexico, Argentina and Peru outpace global average
Internet Users (Millions) inLatin America
Total Hours Online per
Visitor in Latin AmericaWW Avg: 22.4
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
24.3
24.1
25.0
20.1
22.8
24.7
19.8
17.1
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
40.0
17.8
12.8
12.3
7.3
3.8
2.9
1.2
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
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Internet users in Latin America skew slightly young: 62% of the Internet audience
is between 15 and 35 years old
In comparison, only 53% of the global online population is in the same age group
Latin American Online Population Skews Young
Composition of Internet Audience 15+
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
34%
27%
29%
26%
20%
22%
11%
14%
7%
11%
Latin America
Worldwide
15-24 25-34 35-44 45-54 55+
53%
62%
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Individual Countries’ Demographic Composition Varies Widely
Composition of Internet Audience 15+
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
Venezuela, Colombia, Mexico and Brazil have largest proportion of young users
Chile and Argentina’s youth composition is close to global average
29%
42%
29%
44%
27%
26%
45%
32%
34%
23%
25%
24%
26%
32%
26%
27%
21%
19%
18%
19%
21%
23%
15%
20%
11%
10%
15%
9%
15%
12%
8%
13%
5%
5%
13%
11%
7%
5%
9%
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
15-24 25-34 35-44 45-54 55+
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Young People Drive Internet Consumption in Latin America
Average Time Online by AgeHours per Visitor
15-24 year olds in Latin America are the heaviest Internet users, outpacing every
other age group in Latin America as well as the global average for the age group
Represents additional growth potential: more older users still to come online andspend more and more time on the Internet
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
23.026.6
20.8 21.2 21.9 22.422.4 22.821.3 21.8
24.2 23.2
Average 15+ 15-24 25-34 35-44 45-54 55+
Latin America Worldwide
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Young Males are Heaviest Internet Users
Average Time Online by Age & Gender
Among under-35s, males spend more time online than females. In the over-35
age segments, females are the heavier web users
15-24 year olds of both genders are the heaviest users overall
Regional average for users 15+ is 23.0 hours per user
Latin American Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010
27.4
21.3 20.7 21.0 21.1
25.7
20.321.7 22.8 23.9
15-24 25-34 35-44 45-54 55+
Males Females
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Online Behavior in Latin America
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Instant Messengers, Social Networking, and Blogs are Key in LatAm
Reach of Key Categories
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
88%
88%
76%
71%
68%
66%
64%
63%
62%
60%
85%
70%
63%
67%
35%
53%
68%
50%
64%
58%
Search/Navigation
Social Networking
Multimedia
Instant Messengers
Photos
Directories/Resources
Blogs
Retail
Community
57%
56%
55%
53%
35%
35%
31%
31%
22%
18%
60%
53%
57%
51%
46%
29%
32%
33%
30%
24%
News/Information
Technology
Downloads
Games
Business/Finance
Education
Sports
TV
Travel
AutomotiveLatin America
Worldwide
94
106
97
103
78
121
99
93
76
76
Index: 104
124
121
106
196
125
94
126
97
104
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Social Networks Reached 88% of Latin American Internet Users
Social Networking Sites
Dec 2010 % Reach
Social Networking SitesGrowth
Social Networks continue to be a centraltouchpoint of the Latin American webexperience, though with such highpenetration rates, growth in reach isflattening across the region
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
70.5%
47.9%
84.4%
89.8%
87.7%
85.3%
88.8%
89.7%
88.6%
91.7%
90.9%
88.9%
85.9%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
82.2%67.6%
87.7%70.5%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
+7%+4%
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Six out of 15 top Facebook Markets are in Latin America
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, January 2011
Facebook.com Top 15 Markets by % Reach Chile, Argentina, and
Venezuela are among thetop Facebook markets interms of reach
With the exception of Brazil,Facebook is the #1 SocialNetwork in every LatinAmerican country undermeasurement by comScore.Brazil remains an Orkutstronghold, thoughFacebook is making rapid
gains as well Facebook is the #3 property
overall in each LatAmcountry (again, with theexception of Brazil)
93.7
90.7
90.2
89.5
88.4
88.3
87.8
87.4
86.9
86.7
83.482.6
81.4
81.4
81.2
Philippines
Turkey
Israel
Chile
Malaysia
Argentina
Venezuela
Indonesia
Canada
Colombia
PeruMexico
United Kingdom
Puerto Rico
Finland
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Latin America Also Represents A Number of Major Twitter Markets
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix, December 2010
22%
22%
21%
20%
19%
15%14%
13%
13%
13%
13%
13%
12%
11%
10%
Netherlands
Brazil
Venezuela
Japan
Indonesia
CanadaPhilippines
Argentina
Singapore
United Kingdom
Turkey
United States
Chile
Mexico
Colombia
Twitter.com Top 15 Markets by % Reach
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Photos Category Grew 27% in Latin America
Photo Sites
Dec 2010 % Reach
Photo SitesGrowth
Sharing photos is becoming a key
component of the Social Networkingexperience
Ubiquity of digital cameras and cell phonecameras, coupled with large youthpopulations, also contribute to popularity
of this category
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
52.7%
28.8%
67.0%
75.4%
65.7%
42.7%
75.8%
81.6%
79.9%
82.4%
77.1%
80.2%
73.7%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
51.7%42.6%
65.7%52.7%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
+27%+24%
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37%50%
60%69% 68% 69%
57%43%
76% 82% 80% 82% 77% 80%74%
Brazil Mexico Argentina Colombia Chile Peru Venezuela Puerto Rico
Dec 2009 Reach Dec 2010 Reach
+17%
+52% +36% +16% +21% +16%+30%
The high growth in this category in almost every country is being driven by
Facebook Photos Mexico and Argentina posted the largest percentage growth in reach over the
past year, which averaged at 27% for the region and 24% globally
Social Networking spurs Photos Category Growth
Growth in Reach: Photo Sites
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010* comScore began reporting on the Peruvian market separately \in August 2010
*
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Lat Am IM Usage Remains High Despite Drop in Global Usage
Instant Messengers
Dec 2010 % Reach
Instant MessengersGrowth
Latin America boasts the highestpercentage of Internet users using InstantMessengers – at a rate that is almosttwice the global average
In Peru and Mexico, at least ¾ of the webpopulation uses Instant Messengers
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
70.7%
41.1%
68.1%
34.7%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
-4%
-15%
34.7%
18.7%
41.3%
28.5%
68.1%
70.8%
74.8%
68.8%
64.5%
61.9%
79.3%
59.6%
31.0%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
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Lat Am Retail Site Reach of 62% is Nearly On Par with Global Average
Retail Sites
Dec 2010 % Reach
Retail SitesGrowth
Visiting to Retail sites is still much lower inLatin America than in North America orEurope
Among the Latin American countries,Brazil, Argentina, and Puerto Rico showthe highest visitation to Retail sites
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
63.9%
54.2%
72.8%
85.5%
62.1%
69.6%
59.3%
62.7%
51.6%
58.1%
57.8%
60.3%
60.6%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
60.0% 61.8%62.1% 63.9%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
+4% +3%
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Nonetheless, the Internet is Important in Making Buying Decisions
Share of Survey Respondents Stating that the Internet has been Slightlyto Very Important in Providing Information to make Buying Decisions
Q4a: In the past 3 months, how important has the Internet become in providing youwith information to help you make buying decisions?
Base: Respondent makes purchases online.
Source: comScore Latin America E-Commerce Study, November 2010
In a custom survey recently conducted by comScore in Latin America, almost all
state that the Internet has been important in providing them with information tomake buying decisions
87% 91%
97%
90%94%
91%
Brazil Mexico Argentina Chile Colombia Peru
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Visiting to Individual Retail Subcategories are Below Global Averages
20,4%
19,1%
13,0%
10,9%
9,4%
7,9%
6,2%
6,0%
4,4%
4,2%
23,5%
19,3%
18,0%
13,4%
19,2%
10,7%
9,6%
7,0%
5,0%
6,0%
ComparisonShopping
ConsumerElectronics
Computer Hardware
Computer Software
Apparel
Department Stores
Books
Sports/Outdoor
Fragrances/Cosmetics
Flowers/Gifts/Greetings
Latin America
Worldwide
3,4%
3,0%
2,8%
2,5%
2,5%
1,9%
1,9%
1,9%
1,7%
1,5%
5,8%
4,5%
4,5%
4,5%
5,0%
4,9%
7,1%
5,2%
5,1%
5,9%
Mall
Retail - Music
Tickets
Retail - Movies
Toys
Jewelry/LuxuryGoods/Accessories
Home Furnishings
Health Care
Consumer Goods
Retail - Food
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
Latin America vs Global Reach of Retail Subcategories
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Brazilians Rate Their Local Ecommerce Sites the Highest
Share of Survey Respondents Stating that the Quality of Local Websitesis Excellent/Very Good
Q4: How would you rate the quality of Local Websites when shopping online?
Base: Respondent makes purchases online.
Source: comScore Latin America E-Commerce Study, November 2010
In a custom survey recently conducted by comScore, Brazilians were more likely
to agree that locally-developed shopping sites were excellent or very good
Respondents in Peru and Chile were least likely to consider their local shoppingsites as excellent or very good
54%
38%44%
29%
39%
21%
Brazil Mexico Argentina Chile Colombia Peru
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Group-buying Sites Showed Impressive Growth in Late 2010
Groupon in USA during 2010
Group-buying sites have taken off in Latin America and, based on what hasbeen seen in the USA, are set to continue their growth in 2011
Argentina is Groupon’s top market, with one of every five web users visiting thecoupon site in February 2011. Brazil is also one of top markets with 6% reach
Groupon Top Markets by % Reach
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix , February 2011
21%
12%
10%
9%
7%
6%
6%6%
6%
5%
Argentina
Norway
Poland
Taiwan
Spain
United Kingdom
ItalyFrance
Brazil
Ireland
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High Visitation Rates to Banking Sites from Venezuela, Chile, Brazil
Banking Sites
Dec 2010 % Reach
Banking SitesGrowth
Venezuela, Chile, and Brazil post thehighest visitation rates to Banking sites,with rates above the global average
Global growth in this category has leveledoff. In Latin America, percentage growthis highest in Mexico and Argentina
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
27.0%
17.4%
35.4%
47.7%
25.7%
32.4%
19.4%
25.5%
21.4%
35.9%
24.2%
42.2%
28.8%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
24.7% 27.0%25.7% 27.0%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
+4% --
L i A i U h W b M i Ch l f N
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Latin Americans Use the Web as a Main Channel for News,on Blogs as well as “Traditional” News sites
News/Information Sites
Dec 2010 % Reach
60.3%
50.9%
67.4%
80.0%
56.5%
58.8%
54.9%
65.8%
50.9%
56.0%
55.8%
51.0%
50.8%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
Blogs
Dec 2010 % Reach
50.0%
42.3%
55.1%
55.8%
62.9%
71.1%
60.4%
62.3%
55.4%
59.5%
66.9%
57.7%
46.6%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
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Sports Category
Sports Sites
Dec 2010 % Reach
Sports SitesGrowth
Sports site visiting is strongest from Braziland Argentina
Growth in visiting to sports sites from theregion has been flat over the past year,though the global average declined by afew more points
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
31.5%
22.1%
35.8%
49.4%
31.1%
39.7%
26.4%
34.8%
22.4%
24.1%
20.9%
27.5%
19.5%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
31,3% 32,8%31,1% 31,5%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
-1% -4%
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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 over the 2
nd
half of the year
Latin American Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), January 2010 to January 2011
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Web is a Key Channel for Entertainment in Latin America
Entertainment Sites
Dec 2010 % Reach
Entertainment SitesGrowth
Visiting to Entertainment sites is uniformlyhigh across the region, with penetrationrates similar to, or exceeding, the globalaverage
Roughly 4 of every 5 web users in LatinAmerica visited an Entertainment site
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
78.5% 76.0%81.6% 79.9%
Latin America Worldwide
Dec 2009 Reach Dec 2010 Reach
+4% +5%
79.9%
73.4%
85.2%
88.3%
81.6%
79.3%
83.8%
81.9%
82.9%
84.6%
86.8%
78.4%
76.2%
WW
Asia Pacific
Europe
North America
Latin America
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Venezuela
Puerto Rico
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A few entertainment categories receive more than their “fair share” of visitors
from Latin America: Music, Entertainment News, Multimedia and Radio ratehighest
Multimedia, Music, and Entertainment News Index Highest
70,6%
54,3%
30,5%
23,7%
21,9%
16,2%
14,6%
10,7%
66,8%
44,0%
32,7%
30,9%
19,9%
12,8%
10,9%
10,7%
Multimedia
Entertainment -
Music
TV
Entertainment -Movies
Entertainment -News
Radio
Kids
HumorLatin America
Worldwide
Index: 106
123
93
77
110
123
127
133
100
Latin America vs Global Reach of Entertainment Subcategories
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
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Online Video Viewers in Mexico Watch the Most Video on Average
7,7 9,07,0 7,6
Brazil Mexico Argentina Chile
Total Number ofVideos (MM): 2,972 1,813 942 541
Online Video Viewing in Latin AmericaAverage Hours per Viewer
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore Video Metrix , January 2011
Average time spent watching online video in Latin America are still far lower than
averages in North America and Europe: for example, average time spentwatching video in the U.S. was 15.7 hours over the same time period
Given the region’s
appetite forEntertainment, expect
to see continued growthin online videoconsumption asbroadband penetrationcontinues to increase
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Searching for Something, Latin America?
Internet Audience 15+ accessing Internet f rom Home or WorkSource: comScore qSearch, December 2010
Google Sites88%
Google Sites
89%
Latin Americans search more than any other region in the world
In searches per searcher as well as results pages per searcher, the region isclearly using the Internet to search for information, news, images and products
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