Key insights from 2012 and what they mean for the coming year.

1. Key Insights from 2012 and What They Mean for the Coming Year
© comScore, Inc. Proprietary.
March 2013

2. Introduction #FiFBrasil
Executive Summary
Media fragmentation is occurring at light speed in comScore has been preparing for a future
today’s multi-platform environment, which scenario where most people will consume content
features not only computers, but smartphones, on the go and PCs would no longer be the centre
tablets, gaming platforms and a seemingly ever- of the digital universe. This future is quickly
increasing number of emerging devices. becoming a reality.
Major media events in 2012, like the Olympics for The following report examines how the latest
example, have shown us that consumers have trends in web usage, online video, mobile and
become more platform agnostic in their digital search, social and shopping are currently shaping
media consumption and happily switch devices the Brazil digital marketplace and what that
throughout the day and into the night to stay up to means for the coming year, as comScore helps
date on email, news, social media etc. bring the digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:
Ana Laura Zain
press@comscore.com
© comScore, Inc. Proprietary. 2

3. Content
SETTING THE SCENE
Global Overview 4
Latin American Online Landscape 8
2013 BRAZIL FUTURE IN FOCUS
Online Landscape in Brazil 13
Digital Audience Behaviour 17
Focus:
Social 24
Retail 28
Online Video 32
Search 39
Multiple Device Usage 42
Online Advertising in Brazil 46
Conclusions 51
Methodology & about comScore 55
© comScore, Inc. Proprietary. 3

4. #FiFBrasil
GLOBAL OVERVIEW
© comScore, Inc. Proprietary.

5. Distribution of Worldwide Internet Audience
Asia Pacific and Europe Leading the Online Universe
27% Europe
14% North America 9% Middle
East - Africa
42% Asia Pacific
35% of the Latin American
8% Latin America Audience is located in Brazil
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Worldwide 15+ 5

6. Time Spent and Growth Across Regions
Users in North America Spent Most Time Online
42.8
Hours per Visitor
Global Average: 24,7 Hours a Month
26.9
22.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East -
Africa
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Worldwide 15+ 6

7. Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+)
And Largest Market in Latin America
Total Internet Total Unique Visitors (000)
China 343,784
United States 189,457
Japan 73,593
Russia and India have experienced a
India 70,717
massive growth of 15% and 51%
respectively last year
Russian Federation 61,345
Germany 52,448
Brazil 45,803
France 43,021
United Kingdom 39,357
South Korea 31,138
© comScore, Inc. Proprietary. comScore Media Metrix, December 2012, 15+

8. #FiFBrasil
LATIN AMERICA ONLINE LANDSCAPE
© comScore, Inc. Proprietary.

9. Online Audience Across Latin America
35% of Latin America’s 131 Million Internet Users are in Brazil
Total Latin America Online
Audience reaches 131
Million Visitors
Total Unique Visitors (000)
45,803
13,794
24,115
9,723
7,457
5,505
4,692
1,468
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Latin America 15+ 9

10. Engagement Across Latin American Audiences
Consumers in Brazil spend 27 hours per month online on their PC
Brazil 27.0
Argentina 25.1
Average Hours per Visitor
Peru 24.3
Chile 23.4
Latin America 22.7
Mexico 19.8
Colombia 18.1
Venezuela 16.2
Puerto Rico 15.9
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Latin America 15+ 10

11. Under 35 Year Olds Accrue Over 60% of Time Spent in Latin America
Composition of Minutes By Age Group Varies Greatly, Brazil most 25+
Venezuela 47.6 25.3 14.4 8.8 3.9
Puerto Rico 35.3 23.7 17.7 10.8 12.5
Peru 38.0 26.5 17.5 10.6 7.5
% of Total Minutes
Mexico 40.4 22.9 17.0 10.8 4.8
Colombia 48.9 24.0 14.6 8.6 3.8
Chile 31.2 25.3 17.9 13.2 12.3
Brazil 22.3 31.8 21.3 13.8 7.4
Argentina 31.3 26.2 17.3 11.9 13.2
Latin America 31.6 28.6 19.3 12.6 7.9
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Latin America 15+ 11

12. Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the Web
Than the Average in Other Regions
Worldwide 24.9 25.3 20.2 15.2 14.4
% of Total Minutes
Brazil 22.3 31.8 21.3 13.8 7.4
Europe 23.1 24.2 20.6 17.5 14.7
North America 18.4 19.9 19.9 19.0 22.8
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, 15+ 12

13. #FiFBrasil
BRAZIL ONLINE LANDSCAPE
© comScore, Inc. Proprietary.

14. Brazil Internet Consumption on the Up
In December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer
+9%
Total Pages Viewed (000)
Growth Over 1 Year
107,555
98,906
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+ 14

15. Profile: Brazil Online Audience
% Composition of Unique Visitors
30,0%
49% 51%
20,4%
18,0%
12,4% 12,7%
6,5%
Age: 6-14 15-24 25-34 35-44 45-54 55+
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 15

16. Regional Internet Population Distribution and Average Usage
% Of Online Population
BR Region: Northeast
25,3 Hours Online
BR Region: North
24,7 Hours Online
4,7%
13,4%
BR Region: Center-west
24,4 Hours Online 8,8% BR Region: Southeast
23,6 Hours Online
54,9%
18,2%
BR Region: South
26,4 Hours Online
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 16

17. #FiFBrasil
DIGITAL AUDIENCE BEHAVIOUR
© comScore, Inc. Proprietary.

18. Social Media Captures Most PC Screen Time in Brazil
Total Time Spent on Social Media Saw 167% Growth
The average Brazil internet user spent 9,3 hours
35,000
on social media sites during December 2012
30,000
25,000
Total Minutes (MM)
20,000
15,000
10,000
5,000
0
Feb-2010
Apr-2010
May-2010
Jul-2010
Oct-2010
Nov-2010
Dec-2010
Feb-2011
Apr-2011
May-2011
Jul-2011
Oct-2011
Nov-2011
Dec-2011
Feb-2012
Apr-2012
May-2012
Jul-2012
Oct-2012
Nov-2012
Dec-2012
Mar-2010
Jun-2010
Aug-2010
Sep-2010
Jan-2011
Mar-2011
Jun-2011
Aug-2011
Sep-2011
Jan-2012
Mar-2012
Jun-2012
Aug-2012
Sep-2012
News/Information Games Entertainment Services Social Media
© comScore, Inc. Proprietary. Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ 18

19. Real Estate is One Of Fastest Growing Web Categories in Brazil
YOY
Growth
Real Estate 4,241 +20%
5,090
Education 21,884 +18%
25,931
Total Unique Visitors (000)
Health 13,413 +18%
15,861
Lifestyles 18,152 +17%
21,159
Telecommunications 13,706 +11%
15,176
Directories/Resources 38,517 +10%
42,548
Travel 15,880 +5%
16,732
Retail 42,230
44,032 +4%
Government 17,116
17,766 +4%
4,877 Dec-2011
Business to Business 4,997 +2%
Dec-2012
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+ 19

20. Politics Category Shows 189% Growth Reaching 3,9 Million Visitors in
December
YOY
Growth
1,355 189%
Politics
3,908
Total Unique Visitors (000)
1,245 69%
Jewelry/Luxury Goods/Accessories
2,110
13,401 55%
Beauty/Fashion/Style
20,833
2,183 47%
Financial Information/Advice
3,205
1,071
Health Care 40%
1,500
3,415
Airlines 32%
4,497
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+ 20

21. Top Web Properties in Brazil
47,890
45,504 45,384 43,986 42,676 42,181
38,587 37,446
28,410
18,724 17,902 19,109
11,987 12,189
8,883 8,601
6,827
4,821 3,405
1,791
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 21

22. The Evolution of Some Key Content Categories in Brazil
60,000
50,000
Total Unique Visitors (000)
40,000
30,000 Entertainment
News/Information
Retail
20,000
Health
10,000
0
© comScore, Inc. Proprietary. Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+ 22

23. #FiFBrasil
FOCUS ON SOCIAL MEDIA AND RETAIL
© comScore, Inc. Proprietary.

24. We are Social
Always and Everywhere
© comScore, Inc. Proprietary. 24

25. Brazilians Highly Engaged With Social Content
Averaging Nearly 10 Hours in December on Social Networking Sites
700.0 Average Minutes per Visitor on
Social Networking Sites
600.0 579.0
500.0
400.0 365.8
300.0 342.9
328.3
200.0
100.0
0.0
Brazil World-Wide
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, 15+ 25

26. Facebook and Orkut Top Social Network Ranking
ASK.FM on the rise
Median Age
FACEBOOK.COM 43,986 32,3
Orkut 12,346 32,1
TWITTER.COM 9,168 Total Unique Visitors 31,6
(000)
ASK.FM 8,481 28,0
Linkedin 7,942 34,2
TUMBLR.COM* 6,115 29,5
BADOO.COM 1,827 35,4
DEVIANTART.COM 1,660
29,8
VOSTU.COM 1,411
33,8
Myspace 1,254
31,9
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 26

27. Share of Time Spent in Social Networks in Brazil
Tumblr Twitter
Orkut 1.0% 0.8% Other
1.6% 1.7%
Ask.fm 2.1%
Facebook
92.8%
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 27

28. Rise in Retail Audience in Brazil in 2012
46,000 Total Unique Visitors (000)
Retail Category
44,000
+ 4%
42,000
40,000
38,000
36,000
34,000
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2011- 2012, Brazil 6+ 28

29. Online Visits in Brazil to Retail Websites Are Also Increasing
Average Visits per Visitor
Retail Category
8.0
7.8 +11%
7.6
7.4
7.2
7.0
6.8
6.6
6.4
6.2
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 29

30. Mercado Livre is the Leader Amongst Online Retailers in Brazil With
More than 14 Million Visitors
Total Unique Visitors (000)
Top Retailers in Brazil
14,294
8,105
5,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 30

31. Buscape Continues to Lead the Comparison Shopping Sites in Brazil
14,759
Total Unique Visitors (000)
10,934
3,539
1,647
1,241 1,194
616 428 375 349
© comScore, Inc. Proprietary. Source: comScore Media Metrix, December 2012, Brazil 6+ 31

32. #FiFBrasil
ONLINE VIDEO
© comScore, Inc. Proprietary.

33. Videos Viewed Grew 18% in One Year in Brazil
Videos Viewed per Viewer
18%
129.3
Total Unique Viewers (000)
109.7
Total Unique Viewers (000)
Dec Dec
2011 2012
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, Brazil 6+ 33

34. In Brazil Online Video is Growing Faster than Other Leading Markets
300.0
+11%
-1%
Videos Viewed per Viewer
250.0
200.0 +3%
150.0
+18%
100.0
50.0
0.0
U.S. U.K. Worldwide Brazil
Dec-2011 Dec-2012
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2011 vs. December 2012, 15+ 34

35. Google (YouTube) is Still King of Online Video in Brazil
Videos per Viewer
Unique Viewers (000)
Google Sites 38,922 83,8
VEVO 17,667 12,4
FACEBOOK.COM 17,504 5,0
Globo 14,893 14,9
Viacom Digital 8,423 6,0
Auditude, Inc. 7,782 8,4
UOL 6,463 7,0
Yahoo! Sites 6,214
2,2
Terra - Telefonica 4,071
12,0
R7 Portal 3,692
4,5
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, Brazil 6+ 35

36. Who Uses YouTube to Boost Their Reach?
Top YouTube Partner Channels by Unique Visitors (000)
VEVO @ YouTube 17,339
Maker Studios Inc. @ YouTube 10,305
FullScreen @ YouTube 9,260
Warner Music @ YouTube 7,808
Machinima @ YouTube 6,662
Som Livre @ YouTube 5,435
*YouTube Partner Reporting
BroadbandTV @ YouTube 3,714
based on online video content
viewing and does not include
ygent @ YouTube 3,305 claimed user-generated content
deckdisc @ YouTube 2,804
band @ YouTube 2,375
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, Brazil 6+ 36

37. Top Online Video Content Properties
Facebook gains more than 400%
408%
Brazil Top Online Video Content
Properties by % Growth
318%
172%
136%
86%
34%
1% -2% -7%
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+ 37

38. Facebook Gaining Space Among Main Video Players in Other Markets
70,000 Facebook % Change by
39% Unique Visitors
60,000
50,000
40,000
30,000
408%
20,000 64%
10,000
Dec-2011
0 Dec-2012
Brazil U.S. U.K.
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+ 38

39. #FiFBrasil
SEARCH
© comScore, Inc. Proprietary.

40. Argentina Leads The Way With Most Searches per Searcher in LatAm
Searchers in Brazil searched 142 times on average during December
165.3 161.8
148.7 145.9 145.4 145.3 141.7
Searches per Searcher
93.3
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Latin America 15+ 40

41. Brazilians Search on Facebook and MercadoLibre
Not Just Search Engines
Searches per
Searcher
Google Sites 43,802 129,6
FACEBOOK.COM 19,267 4,6
MercadoLibre 14,095 11,8
Terra - Telefonica 13,523 4,4
Ask Network 11,167 4,4
Microsoft Sites 8,521 8,6
UOL 5,791 3,3
Buscape Company 5,294
3,0
Yahoo! Sites 4,811
5,9
Globo 3,803
2,8
Unique Searchers (000)
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Brazil 6+ 41

42. MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 42

43. Device Share of Page Views
Mobiles and Tablets are Gaining on PC for Content Consumption
0% 0%
0% 0% 1%
2%
1% 2%
5%
5%
Other
9% 3% Tablet
Mobile
PC
98%
93%
85% 95%
Dec - 11 Dec - 12 Dec - 11 Dec - 12
© comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Brazil, 15+ 43

44. Brazil Traffic Share Trend: Mobile Devices & Tablets Are Steadily
Growing in Terms of Total Page Views
100.0%
98.0%
96.0%
94.0%
92.0%
90.0%
88.0%
86.0%
84.0%
82.0%
80.0%
PC Mobile Tablet Other
© comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ 44

45. News and Information Category Consumption by Mobile Devices is
Growing Even Faster
% Traffic Share Trend for News/Information Category
100%
98%
96%
94%
92%
90% Other
88% Tablet
86% Mobile
PC
84%
82%
80%
© comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+ 45

46. #FiFBrasil
ONLINE ADVERTISING
© comScore, Inc. Proprietary.

47. The Majority of the Display Ads Served in Brazil are on Portals and
Social Media Sites
Total Brazil 789,991,006
Portals 352,238,449
Social Media 274,068,465
Entertainment 101,384,159
Services 89,108,007
News/Information 48,613,550
Sports 33,609,581 Display Ad Impressions in
Brazil (000) during 2012
Games 19,813,821
Lifestyles 18,213,549
Entertainment -… 14,775,283
Blogs 14,613,043
© comScore, Inc. Proprietary. Source: comScore Ad Metrix, 2012, Brazil 6+ 47

48. Display Ads in Brazil Year 2012 by Advertiser
Dafiti Was the Biggest Online Advertiser in 2012
Dafiti.com.br 25,203,912
Netshoes.com.br 23,857,375
Netflix, Inc. 9,274,274
Microsoft Corporation 9,066,021
MRV Engenharia e Participações S.A. 8,559,628
Telefonica Group 6,995,928
Display Ad Impressions in
Pank! Negocios Online 6,778,475 Brazil (000) during 2012
America Movil S.A.B de C.V. 5,911,463
Google Inc. 5,520,456
The Point LLC 5,200,288
© comScore, Inc. Proprietary. Source: comScore Ad Metrix, 2012, Brazil 6+ 48

49. December 2012 Display Ad Impressions by Publisher (Top Ten)
FACEBOOK.COM 29,884,613
UOL 7,332,933
Display Ad Impressions in
Globo 7,237,923
Brazil (000)
Google Sites 3,666,963 December 2012
Microsoft Sites 3,642,588
Terra - Telefonica 3,499,807
Yahoo! Sites 1,810,589
R7 Portal 1,618,612
IG Portal 1,130,348
Grupo Abril 279,676
© comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2012, Brazil 6+ 49

50. Ad Impressions in Facebook Saw 173% Growth During the Past Year
35,000 Facebook Display Ad Impressions in
+ 173%
Brazil (MM)
30,000
29,885
25,000
20,000
15,000
10,000
10,951
5,000
0
© comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6+ 50

51. #FiFBrasil
CONCLUSION
© comScore, Inc. Proprietary.

52. Key Takeaways
Brazil is the most engaged market in Facebook remains the leading social network
Latin America Social Networks capture the largest percentage of
Consumers in Brazil spend more than 27 consumers’ time in Brazil. Some of the engagement
hours per month online on their PC, metrics are impressive, especially when compared
representing the highest of all 8 Latin- with other markets and the worldwide average.
American markets analysed. Real Estate
and Education were the fastest growing
categories.
Media landscape is fragmenting Online video continues to grow
Page views in Brazil are increasing to occur The online video consumption in Brazil grew 18
on a smartphone or tablet. The adoption of percent in 2012. YouTube is still top video property
internet enabled devices is more and more followed by VEVO. Facebook clearly showing growth
contributing to a more fragmented digital as a platform for hosting and delivering video.
media landscape.
© comScore, Inc. Proprietary. 52

53. 2013: Putting the Future in Focus
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise It’s the pinnacle of convenience for consumers,
in prominence as part of peoples’ personal lives but an utter headache from an audience
and in business environments. Consumers are measurement and advertising analytics
quickly becoming platform agnostic in their digital standpoint. comScore has adapted to this
media consumption and in today’s world they can changing digital world to become a trusted
choose when and how they’d like to consume resource for understanding cross-platform
content. It might be that they started watching a consumer behaviour and enabling multi-platform
film at home on their TV, continued watching it on unification of all data.
their smartphone on the way to work, and finished Consumers have already adopted multiple
watching it in bed at night on their tablet. platforms and devices – 2013 is the year
businesses need to follow if they desire a unified,
platform-agnostic view of consumer behaviour.
© comScore, Inc. Proprietary. 53

54. #FiFBrasil
Brazil Digital
Future in Focus 2013
Key Insights from 2012 and What They Mean for the Coming Year
www.comscore.com
Media Requests: press@comscore.com www.facebook.com/comscoreinc
www.facebook.com/comscoreinc
@comScoreLATAM
@comScore
© comScore, Inc. Proprietary.

55. #FiFBrasil
METHODOLOGY
© comScore, Inc. Proprietary.

56. Methodology and Definitions
This report utilises data from the comScore suite of products, including
comScore Media Metrix Multi-Platform, comScore qSearch, comScore Ad
Metrix, comScore Video Metrix, and comScore Device Essentials
comScore Media Metrix
The comScore Media Metrix suite of syndicated products sets the standard
for digital audience measurement and media planning. Powered by Unified
Digital Measurement™, the revolutionary measurement approach that
bridges panel-based and website server-based metrics to account for 100
percent of a site’s audience, Media Metrix delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.
Media Metrix reports on more than 70,000 entities, with audience
measurement for 43 individual countries and 6 global regions, as well as
worldwide totals.
The comScore Media Metrix product suite includes individual products
utilised within this report including comScore Media Metrix Multi-Platform
(Beta), comScore qSearch, comScore Ad Metrix and comScore Video
Metrix.
http://www.comscore.com/Products/Audience_Analytics/Media Metrix
© comScore, Inc. Proprietary. 56

57. Methodology and Definitions
comScore Device Essentials*
comScore Device Essentials provides insight into digital traffic share across
all devices worldwide, offering detail into device characteristics, connection
type, and category consumption. The product is based on the comScore
Unified Digital Measurement (UDM) approach, measuring browser-based
page views coming from computers, mobile, and other connected devices
to more than one million domains tagging with comScore.
For more information, please visit:
www.comscore.com/Products_Services/Product_Index/Device_Essentials
*Please note that Device Essentials has undergone a methodological enhancement with
© comScore, Inc. Proprietary. December 2012 data to account for additional connected devices. 57

58. ABOUT COMSCORE
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,
mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom
services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and
Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™
(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than
2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, ViaMichelin and Yahoo!.
STAY CONNECTED
www.comscore.com
www.facebook.com/comscoreinc
www.twitter.com/comScoreLATAM
www.linkedin.com/company/comscore-inc
www.youtube.com/user/comscore
© comScore, Inc. Proprietary. 58