Consumidores Digitais: Brazil Digital Future in Focus 2014 (ComScore)

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2014 Brazil Digital Future in Focus
The 2013 Digital Year in Review & What It Means for the Year Ahead
Alex Banks, VP Latin America & Director Brazil
May, 2014

© comScore, Inc. Proprietary. 2
 Regional Overview…………………… 3
 Brazil Online Landscape…………… 10
 Digital Audience Behavior…….…… 15
 Social Media………………..………… 23
 Retail…………………………………… 31
 Online Video…………………..……… 38
 Multiple Device Usage……………… 43
 Online Advertising…………………… 46
 Futebol Fever………………..………… 50
Table of Contents

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 3
Regional Overview

© comScore, Inc. Proprietary. 4#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Distribution of Worldwide Internet Audience
Asia Pacific and Europe Leading the Online Universe
14% North America
10% Latin America
26% Europe
41% Asia Pacific
9% Middle East - Africa
40% of the Latin American
Audience is located in Brazil

© comScore, Inc. Proprietary. 5#FiFBrasil
354.6
194.7
80.1
73.0
68.1
66.8
52.6
42.4
39.4
30.5
China
United States
India
Japan
Brazil
Russian Federation
Germany
France
United Kingdom
Italy
Total Unique Visitors (MM)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Internet Audience Ranking by Country (15+, PC/laptop)
As of February 2014, Brazil Ranked 5th Largest Audience
Brazil ranked third after U.S. &
China with 126,857 MM
IN TOTAL MINUTES
SAME MONTH LAST YEAR
Brazil’s Internet Audience was
61.4 MM (+11% YtY)

32.6
27.4
21.9 18.6
14.8
North America Europe Latin America Asia Pacific Middle East - Africa
AverageHoursperVisitoraMonth
Online Time Spent Across Regions
North America and Europe Spent More Time Online
Worldwide
22.7
Brazil
29.7

29.7
21.9
20.4
18.8
16.9
16.0
15.9
15.2
12.1
Brazil
Latin America
Argentina
Peru
Venezuela
Colombia
Chile
Mexico
Puerto Rico
AverageHoursperVisitoraMonth
Engagement Across Latin American Audiences
Consumers in Brazil spent 29.7 hrs. per month online (PC only)

Time Spent Online by Age Group
Brazilians Aged <35 Spent More Time Than The Avg. In Other Regions
26.0
29.3
20.3
20.8
26.3
29.2
23.4
17.6
20.7
20.4
21.2
17.5
13.9
13.0
17.9
18.2
13.2
8.1
17.3
26.0
Worldwide
Brazil
Europe
North America
%ofTotalMinutes
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

68,138 24,840 17,981 12,604 9,226 6,099 5,569 1,466 1,353
Brasil Mexico Argentina Colombia Venezuela Chile Peru Puerto
Rico
Uruguay
TotalUniqueVisitors(000)
Online Audience Across Latin America
40% of Latin America’s 169 Million Internet Users are in Brazil

Brazil Online Landscape

© comScore, Inc. Proprietary. 11#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
Brazil Internet Audience
The Unique Visitors grew +11% vs Same Month Last Year
71,945
73,071
79,703
80,014
Total Unique Visitors (000)
GrowthOver1Year
+11%

© comScore, Inc. Proprietary. 12#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
Brazil Online Audience Profile
65% of The Total Internet Audience in Brazil has <35 years old
14.8%
25.0% 24.8%
17.4%
11.1%
6.9%
Persons: 6-14 15-24 25-34 35-44 45-54 55+
% Composition of Unique Visitors
Men
51%
Women
49%

Regional Internet Population Distribution & Average Usage
The region with highest growth rates is Northeast
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
BR Region: Northeast
26.2 Hours Online
17% YtY Growth
BR Region: Southeast
26.2 Hours Online
10% YtY Growth
BR Region: South
27.9 Hours Online
10% YtY Growth
BR Region: Center-west
26.0 Hours Online
11% YtY Growth
BR Region: North
26.2 Hours Online
9% YtY Growth
% Of Online Population
5.2%
16.5%
53.0%
17.0%
8.2%

© comScore, Inc. Proprietary. 14#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+
Internet Population Distribution by State
24,676
9,656
6,667
4,808
5,437
3,352
3,519
2,895
19,003
22,307
8,976
6,016
4,647
4,594
3,089
3,072
2,722
16,522
São Paulo
Rio de Janeiro
Minas Gerais
Paraná
Rio Grande do Sul
Santa Catarina
Bahia
Distrito Federal
Other
Feb-14
Feb-13
+15%
+6%
+15%
+8%
+18%
+3%
+11%
+8%
+11%
YOY
Growth

Digital Audience Behavior

Social Networking Captures Most PC Screen Time in Brazil
Total Time Spent on Social Networking Grew 6%
0
10,000
20,000
30,000
40,000
50,000
60,000
TotalMinutes(MM)
Social Networking Sports Portals Services Entertainment News/Information

© comScore, Inc. Proprietary. 17#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+
Portals and Services are Two of the Fastest Growing
Categories
77,139
76,157
72,519
70,323
68,289
31,405
56,737
69,079
66,483
65,955
62,794
68,655
32,831
52,733
Services
Portals
Social Media
Entertainment
Search/Navigation
Sports
News/Information
Feb-14
Feb-13
+8%
-4%
-1%
+12%
+10%
+15%
+12%
YOY
Growth

95.2
70.9
57.2
51.2
51.1
43.4
40.6
39.3
34.3
32.8
31.6
31.1
30.8
27.1
22.6
12.0
92.6
77.9
62.3
35.2
51.5
21.2
32.7
38.5
36.3
29.8
26.7
29
24.8
29.9
26.6
17.9
Portals
News/Information
Technology
Education
Games
Government
Banking
Sports
Travel
Family & Youth
Classifieds
Health
Beauty/Fashion/Style
Automotive
Career Services and Development
Real Estate
% Reach in Brazil
% Reach Worldwide
Reach by Category

The Evolution of Some Key Content Categories in Brazil
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Entertainment Newspapers Retail Travel

0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
UV’s in Politics Category Increased During the Protests
The % of total minutes increased 42% May vs June 2013

74,537
66,460
54,099
52,953
49,329
47,857
46,211
40,904
29,188
26,839
34,946
30,374
14,794
16,072
12,908
8,828
9,081
8,601
4,153
2,906
Google
Sites
Facebook UOL Microsoft
Sites
Globo Yahoo
Sites
R7 Portal Terra -
Telefonica
IG Portal Grupo
NZN
Total Unique Visitors (000) Average Daily Visitors (000)
Top Properties in Brazil

11,498
5,620
8,219
7,384
663
6,114
5,416
5,202
4,795
2,660
139
2,782
3,223
15,171
14,124
12,415
11,016
8,273
8,028
7,482
7,293
6,706
5,456
5,108
4,538
4,411
Feb-2013 Feb-2014
Biggest Growing Properties in Brazil
Source: comScore Media Metrix®, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+

Social Media

78.4
77.3
77.2
72.0
69.5
66.6
64.9
64.8
63.1
62.9
Japan
Brazil
Taiwan
Indonesia
Uruguay
Spain
Thailand
Poland
Portugal
Turkey
% Reach
Brazil Ranks 2nd Worldwide in Reach of the Blogs Category

Brazilians Highly Engaged With Social Content
Nearly 13 Hours in February on Social Networking Sites
775
346
0
100
200
300
400
500
600
700
800
900
Average Minutes per Visitor on Social Networking Sites
Brazil Worldwide

46,615 22,683 22,037 44,720
Brazil Mexico Argentina MX + AR
TotalMinutes(MM)
Facebook Total Internet
Brazilians Spend More Time on Facebook than the Mexican
and Argentine Online Audiences Spend Online Combined

65,957
11,841
11,375
7,903
5,088
4,857
3,159
2,752
FACEBOOK.COM
Linkedin
TWITTER.COM
TUMBLR.COM
ASK.FM
Orkut
BADOO.COM
Yahoo Profile
Ranking of Top Social Networks
LinkedIn takes second place with an 11% growth
38.2
34.7
30.4
21.1
24.8
27.3
32.9
30.2
Median
Age

Share of Time Spent in Social Networks in Brazil
FACEBOOK.COM
97.8%
Linkedin
0.2%
TWITTER.COM
0.7%
TUMBLR.COM
0.6%
ASK.FM
0.5%
Orkut
0.3%
Other
2.2%

© comScore, Inc. Proprietary. 29#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram
Social Audiences Are Growing Fast
Total interactions across Facebook increasing by 26%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Total Monthly Interactions Across Top Facebook Pages in Brazil
Brasil Pages
+26%
Total Number of Fans Across Brazil’s Top Pages
Brasil Pages
+148%
262M
650M
65M
82M

© comScore, Inc. Proprietary.
The use of Instagram is Growing Fast
Brands have seen an almost 900% increase since Jan-2013
January 2013 to April 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties 21M
Total Pieces of Content Posted by Brazil’s Top Instagram Properties 18K
Actions per Media (average) 1,167
Total Monthly Actions on Instagram across Brazil’s Top Properties
Instagram in Brasil
+893%
375K
4M
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram

Retail

2013 Saw a Rise in Retail Audience in Brazil
Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
46,000
48,000
50,000
52,000
54,000
56,000
58,000
60,000
62,000
Retail Category
+ 10%

75.5
67.5
77.7
Worldwide Latin America Brazil
% Reach
Source: comScore Media Metrix®, - February 2014, Home and Work, PC Only, 15+
% Reach and Engagement on Retail Websites
Highest Reach but still has space to grow in Engagement
11.0
7.4 7.3
Worldwide Latin America Brazil
Average Minutes per Visitor

Demographic Profile of Retail Category
Almost 60% of Brazilian Retail Audience is Younger Than 35 Years Old
26.0
32.4
29.3
26.3
27.9
29.2
20.7
19.6
20.4
13.9
12.3
13.0
13.2
7.8
8.1
Worldwide
Latin America
Brazil
% Composition Unique Visitors (000)
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

What Are the Online Buyers Looking For?
Source: comScore Segment Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
80.6
55.5
43.7
41.8
26.5
23.9
19.1
17.4
16.5
14.5
9.4
9.3
9.3
8.9
7.2
5.5
4.8
3.7
1.9
Consumer Electronics
Department Stores
SportsOutdoor
Apparel
Books
Computer Hardware
FragrancesCosmetics
Home Furnishings
Computer Software
Mall
Health Care
Movies
Toys
JewelryLuxury GoodsAccessories
Tickets
- Food
Consumer Goods
FlowersGiftsGreetings
Music
% Composition Unique Visitors

23,861
19,602
14,905
13,959
11,046
11,017
9,389
7,602
7,588
6,873
6,337
5,536
5,456
5,300
4,595
MercadoLibre
B2W Digital
Buscape Company
Nova Pontocom
Wal-Mart
Netshoes Group
Alibaba.com Corporation
Magazineluiza.com.br
Maquina De Vendas
Livrariasaraiva.com.br
UOL Shopping
Dafiti Sites
Centauro.com.br
Apple.com Worldwide Sites
Amazon Sites
Top Retail Properties Ranked by Unique Visitors
Mercado Libre is Leading the Retail Category in Brazil

Buscape Continues to Lead the Comparison Shopping Sites
UOL Shopping continues in second place
14,905
6,337
2,854 2,493
Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping

Online Video

© comScore, Inc. Proprietary. 39#FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
October was the Month with Most Videos Viewed
We saw other peaks in March and June
160
177
161
156
Videos Viewed per Viewer

62,384
39,348
19,561
17,498
16,918
14,728
11,749
10,753
7,264
Google Sites
Facebook
Globo
Maker Studios Inc.
VEVO
Warner Music
UOL
Vimeo
Yahoo Sites
Unique Viewers (000)
Online Video in Brazil
YouTube is still the leader
Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
3.2
3.8
7.9
7.3
19.5
11.6
30.2
23.2
85.1
Videos per Viewer

Growth in Some of Brazil’s Top Online Video Properties (UVs)
Turner Digital and Facebook gain > 200%
Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
-2%
10%
25%
39%
52%
94%
121%
228%
262%
Google
Sites
UOLYahoo
Sites
VEVOGloboWarner
Music (w/
history)
VimeoFacebookTurner
Digital
Unique Viewers

Share of Videos from other players are increasing while
YouTube is sharing less than in 2013
52.4
2.8
4.0
2.4
48.6
8.5
5.5
3.1
YOUTUBE.COM
Facebook
Globo
VEVO
% Share of Videos
Feb-2014 Feb-2013
Source: comScore Video Metrix®, February 2013 – February 2014, Home and Work, PC Only, Brazil 6+

Multiple Device Usage

78.3
88.1
14.5
9.36.7 2.5
0.5 0.1
U.S. Brazil
Platform Share of Page Hits
PC Mobile Tablet Other
Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+
Device Share of Page Views (excluding Apps)
Android has a stronger presence in Brazil compared to the U.S.
41.0
14.5
53.6
71.7
1.7
5.0
U.S. Brazil
Mobile OS Share of Page Hits
iOS Android Windows

84.4 78.3
10.1
14.5
4.9 6.7
0.7 0.5
2013 2014
U.S.
Source: comScore Device Essentials, February 2013 vs February 2014, Home and Work, PC Only, 15+
Platform Share of Page Hits
Mobile increased share 132% in Brazil
93.9 88.1
4.0 9.3
2.0 2.5
0.1 0.1
2013 2014
Brazil

Online Advertising

583,898,235
120,055,440
118,612,432
94,679,610
90,363,309
81,609,981
36,668,832
29,554,583
23,336,187
7,839,708
Facebook
UOL
Globo
Microsoft Sites
Terra - Telefonica
Google Sites
Yahoo Sites
R7 Portal
IG Portal
Grupo Abril
Display Ad Impressions
from Jan-Dec 2013
Display Ads Served by Publisher
Facebook continues to lead in Brazil
Source: comScore Ad Metrix®, Brazil 6+, 2013

22,486,027
22,034,729
18,436,597
13,570,865
12,748,206
12,175,121
11,151,983
10,553,321
10,276,263
10,064,076
Netshoes
Dafiti
Netflix, Inc.
MRV
OLX Inc.
Microsoft Corp
Itau Unibanco
Globo
Unilever
Net Serviços
Display Ad Impressions
from Jan-Dec 2013
Display Ads in Brazil by Advertiser
Netshoes was the Biggest Online Advertiser in 2013
Source: comScore Ad Metrix®, Brazil 6+, 2013

Facebook Share of Display Ads
37.5
33
32.3
32
30.1
29.2
27.8
26.8
Brazil
México
France
UK
Canadá
Spain
United States
Germany
Source: comScore Ad Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

Futebol Fever

0.0
0.5
1.0
1.5
2.0
2.5
3.0
%ReachFifa.com
Latin America Middle East - Africa North America Europe Asia Pacific
Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 15+
Latin American’s World Cup Excitement
Strongest penetration relative to the rest of the world
FIFA
Confederations
Cup 2013 FIFA World Cup
2014

1.6
1.0
0.6
0.6
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
Uruguay
Brazil
Colombia
Canada
United Kingdom
Chile
Spain
Switzerland
Peru
Argentina
Venezuela
New Zealand
Belgium
Norway
Mexico
% Reach Fifa.com
Uruguay and Brazil Showed the Strongest Relative
Visitation to Fifa.com during February 2014

-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 6+
Travel Category has been Lifted by the World Cup in Brazil

Social Moments on Facebook
World Cup Sponsors
+27%
5.5M
7M
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
Sponsors of the World Cup in Brazil have seen an upward
trend in activity
Jan 2013 Apr 2014
Total Actions 5,511,942
7,019,147
(+27%)
Average Unique Engaged Audience 124,456
143,991
(+16%)
Posts (Total) 1,425
1,570
(+10%)

© comScore, Inc. Proprietary. 55#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
The WC Sponsors, on Average, Doubled their Amount of
Fans in Facebook since February 2013
+ 52%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000 Average # of Facebook Fans

Nike & McDonald’s Facebook Posts Led to Greater Engagement

The Average Engagement per Tweet for Sponsors
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16% Avg. Engagement/Tweet
+ 200%

Followers of the WC Sponsor Brands Spread their Branded
Content Almost 3X More than in February 2013
0
1,000
2,000
3,000
4,000
5,000
6,000
+ 290%

© comScore, Inc. Proprietary. 59
 Brazil is the 5th largest audience with 68.1 MM total unique visitors as of
February 2014, with an 11% growth compared to same month last year. In
terms of total minutes, is ranked 3rd with 126,857 MM.
 Brazil is one of the world’s leaders in online engagement, with users spending
29.7 hours per month online on their PCs and/or Laptops, 7 hours more than
the global average.
 40% of Latin America's 169 Million Internet users are in Brazil.
 Facebook is the top social network in Brazil followed by LinkedIn, and
Brazilians spent more time on FB than Mexico and Argentina spent online.
 Android is the dominant mobile OS with 71.7% of share of page hits.
 The digital ad market is healthy and growing in Brazil, with more than 1.56
trillion display ad impressions served in 2013.
Key Insights

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