2014 Brazil Digital Future in Focus Revisão de 2013 & Insights para 2014 Alex Banks, VP Latin America & Managing Director Brazil Maio de 2014 www.facebook.com/comscoreinc @comscorelatam prensa@comscore.com For info about the proprietary technology used in comscore products, refer to http://comscore.com/about_comscore/patents
Table of Contents Cenário Digital.. 4 Cenário Digital no Brasil 11 Comportamento Online.. 16 Redes Sociais... 24 Varejo.. 32 Vídeos Online.... 39 Uso de Diversas Plataformas 44 Publicidade Online... 47 A Febre da Copa... 51 comscore, Inc. Proprietary. 2
O que a comscore faz no Brasil? comscore, Inc. Proprietary. 3
Cenário Digital comscore, Inc. Proprietary. 4
Distribuição da Internet no Mundo Ásia e Europa lideram o Universo Online 26% Europa 14% América do Norte 9% Africa 41% Ásia 10% América Latina 40% da Audiência da América Latina está no Brasil Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 5
Audiência da Internet por País Assim como em Fevereiro de 2013, o Brasil continua ocupando a 5 a posição Total Unique Visitors (MM) China United States India Japan Brasil Russian Federation 80.1 73.0 68.1 66.8 194.7 Audiência Brasil em Fev/13 61.4 MM (+11%YoY) 354.6 Germany France United Kingdom Italy 52.6 42.4 39.4 30.5 Brasil ocupa a terceira posição depois de U.S. & China em total de minutos, com 126,857 MM Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 6
Tempo Gasto Online por Regiões América do Norte e Europa passam mais tempo online Average Hours per Visitor a Month 32.6 27.4 Brasil 29.7 21.9 18.6 Worldwide 22.7 14.8 North America Europe Latin America Asia Pacific Middle East - Africa Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 7
Average Hours per Visitor/Month Engajamento na América Latina Brasileiros passam 29.7 horas/mês online (PC apenas) Brazil 29.7 Latin America 21.9 Argentina 20.4 Peru 18.8 Venezuela Colombia Chile Mexico 16.9 16.0 15.9 15.2 Puerto Rico 12.1 Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 8
Tempo Online por Faixa Etária Brasileiros até 35 anos passam mais tempo online do que a média em outras regiões % of Total Minutes Worldwide 26.0 26.3 20.7 13.9 13.2 Brazil 29.3 29.2 20.4 13.0 8.1 Europe 20.3 23.4 21.2 17.9 17.3 North America 20.8 17.6 17.5 18.2 26.0 Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 9
Total Unique Visitors (000) Audiência Online na América Latina 40% da audiência da América Latina (169MM) está no Brasil 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 Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 10
Cenário Digital no Brasil comscore, Inc. Proprietary. 11
71,945 73,071 79,703 80,014 Crescimento Anual Audiência da Internet no Brasil Crescimento de 11% em Unique Visitors em 12 meses Total Unique Visitors (000) +11% Source: comscore Media Metrix, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 12
Perfil da Audiência Online no Brasil 65% do Total de Internautas Brasileiros têm menos de 35 anos % Composition of Unique Visitors 25.0% 24.8% Mulheres 49% Homens 51% 17.4% 14.8% 11.1% 6.9% Pessoas: 6-14 Pessoas: 15-24 Pessoas:25-34 Pessoas: 35-44 Pessoas: 45-54 Pessoas: 55+ Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 13
Distribuição da Audiência em Regiões e Tempo Gasto % População Online Região: Norte 26.2 Horas Online 9% YoY Growth 5.2% 16.5% Região: Nordeste 26.2 Horas Online 17% YoY Growth Região: Centro-oeste 26.0 Horas Online 11% YoY Growth Região: Sul 27.9 Horas Online 10% YoY Growth 8.2% 53.0% 17.0% Região: Sudeste 26.2 Horas Online 10% YoY Growth Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 14
Total Unique Visitors (000) Distribuição da Internet Online por Estado Crescimento Anual São Paulo Rio de Janeiro 9,656 8,976 22,307 24,676 +11% +8% Minas Gerais 6,667 6,016 +11% Paraná Rio Grande do Sul Santa Catarina 4,808 4,647 5,437 4,594 3,352 3,089 Feb-14 Feb-13 +3% +18% +8% Bahia Distrito Federal 3,519 3,072 2,895 2,722 +15% +6% Other 16,522 19,003 +15% Source: comscore Media Metrix, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 15
Comportamento Online comscore, Inc. Proprietary. 16
No Brasil, Social Networking possui o maior tempo gasto O Total de Tempo Gasto na Categoria cresceu 6% Total Minutes (MM) 60,000 50,000 40,000 30,000 20,000 10,000 0 Social Networking Sports Portals Services Entertainment News/Information Source: comscore Media Metrix, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 17
Total Unique Visitors (000) Evolução de grandes categorias no Brasil 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Entertainment Newspapers Retail Travel Source: comscore Media Metrix, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 18
Total Unique Visitors (000) Portais & Serviços: categorias com maior crescimento YOY Growth Services 69,079 77,139 +12% Portals 66,483 76,157 +15% Social Media 72,519 65,955 +10% Entertainment 62,794 70,323 Feb-14 Feb-13 +12% Search/Navigation 68,289 68,655-1% Sports 31,405 32,831-4% News/Information 56,737 52,733 +8% Source: comscore Media Metrix, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 19
Alcance por Categoria Portals News/Information Technology Education Games Government Banking Sports Travel Family & Youth Classifieds Health Beauty/Fashion/Style Automotive Career Services and Development Real Estate 12.0 35.2 43.4 21.2 40.6 32.7 39.3 38.5 34.3 36.3 32.8 29.8 31.6 26.7 31.1 29 30.8 24.8 27.1 29.9 22.6 26.6 17.9 51.2 51.1 51.5 57.2 62.3 95.2 92.6 70.9 77.9 % Reach in Brazil % Reach Worldwide Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 15+ comscore, Inc. Proprietary. 20
UVs cresceram na categoria Politics durante os protestos 42% de crescimento em Total de Minutos em Março vs Junho 2013 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Total Unique Visitors (000) Source: comscore Media Metrix, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 21
74,537 34,946 66,460 30,374 54,099 14,794 52,953 16,072 49,329 12,908 47,857 8,828 46,211 9,081 40,904 8,601 29,188 4,153 26,839 2,906 Top Propriedades no Brasil Google Sites Facebook UOL Microsoft Sites Globo Yahoo Sites R7 Portal Terra - Telefonica Total Unique Visitors (000) Average Daily Visitors (000) IG Portal Grupo NZN Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 22
15,171 14,124 12,415 11,016 663 8,273 8,028 7,482 7,293 6,706 2,660 5,456 139 5,108 2,782 4,538 4,411 3,223 5,620 8,219 7,384 6,114 5,416 5,202 4,795 11,498 Domínios com grande crescimento durante 2013 Total Unique Visitors (000) Feb-2013 Feb-2014 Source: comscore Media Metrix, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 23
Redes Sociais comscore, Inc. Proprietary. 24
Brasil ocupa o segundo lugar no Mundo em relação ao Alcance de Blogs % Reach Japan Brazil Taiwan Indonesia Uruguay Spain Thailand Poland Portugal Turkey 72.0 69.5 66.6 64.9 64.8 63.1 62.9 78.4 77.3 77.2 Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 25
Maior engajamento com conteúdo de Redes Socias Quase 13 horas em Fevereiro de 2014 900 800 700 600 500 400 300 200 100 0 Average Minutes per Visitor on Social Networking Sites 775 346 Brazil Worldwide Source: comscore Media Metrix, February 2013- February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 26
Brasileiros passam mais tempo no Facebook do que Mexicanos e Argentinos passam online juntos por mês Total Minutes (MM) Facebook Total Internet 46,615 22,683 22,037 44,720 Brazil Mexico Argentina MX + AR Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 15+ comscore, Inc. Proprietary. 27
Total Unique Visitors (000) Ranking de Social Networks LinkedIn, com crescimento de 11% ocupa o segundo lugar Median Age FACEBOOK.COM 65,957 30.2 Linkedin 11,841 32.9 TWITTER.COM TUMBLR.COM 7,903 11,375 27.3 24.8 ASK.FM 5,088 21.1 Orkut 4,857 30.4 BADOO.COM 3,159 34.7 Yahoo Profile 2,752 38.2 Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 28
Divisão de tempo gasto em Redes Sociais no Brazil Linkedin 0.2% TWITTER.COM 0.7% FACEBOOK.COM 97.8% Other 2.2% TUMBLR.COM* 0.6% ASK.FM 0.5% Orkut 0.3% Source: comscore Media Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 29
Audiências em Redes Sociais estão crescendo rápido Total de interações no Facebook cresceu 26% Total Number of Fans Across Brazil s Top Pages Brasil Pages +148% 650M 262M 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% 82M 65M Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram comscore, Inc. Proprietary. 30
O uso do Instagram também cresce rapidamente As marcas viram um crescimento de quase 900% desde Jan/13 Engaged Social Moments across Top Instagram Properties January 2013 to April 2014 By the Numbers 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% 4M 375K Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram comscore, Inc. Proprietary.
Varejo comscore, Inc. Proprietary. 32
Crescimento do Varejo Online no Brasil 62,000 60,000 58,000 56,000 54,000 52,000 50,000 48,000 46,000 Total Unique Visitors (000) Retail Category + 10% Source: comscore Media Metrix, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 33
% Alcance e Engajamento na Categoria de Varejo Maior alcance, espaço para crescimento de público mais engajado % Reach Average Minutes per Visitor 77.7 11.0 75.5 7.4 7.3 67.5 World-Wide Latin America Brazil World-Wide Latin America Brazil Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 34
Perfil Demográfico da Categoria de Varejo Quase 60% da audiência é composta por pessoas com menos de 35 anos no Brasil % Composition Unique Visitors (000) Worldwide 26.0 26.3 20.7 13.9 13.2 Latin America 32.4 27.9 19.6 12.3 7.8 Brazil 29.3 29.2 20.4 13.0 8.1 Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 35
O que os compradores online estão buscando? 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 9.4 9.3 9.3 8.9 7.2 5.5 4.8 3.7 1.9 26.5 23.9 19.1 17.4 16.5 14.5 43.7 41.8 55.5 80.6 Source: comscore Segment Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 36
MercadoLivre lidera a categoria no Brasil 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 11,046 11,017 9,389 7,602 7,588 6,873 6,337 5,536 5,456 5,300 4,595 14,905 13,959 19,602 23,861 Total Unique Visitors (000) Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 37
Buscape ainda lidera a categoria Comparison Shopping UOL Shopping continua em segundo lugar 14,905 Total Unique Visitors (000) 6,337 2,854 2,493 Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 6+ comscore, Inc. Proprietary. 38
Vídeos Online comscore, Inc. Proprietary. 39
Outubro 2013 foi o mês com mais Vídeos Assistidos Vemos alguns outros picos em Março e Junho de 2013 160 177 161 156 Videos Viewed per Viewer Source: comscore Video Metrix, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 40
Vídeos Online no Brasil YouTube ainda é o líder Unique Viewers (000) Videos per Viewer Google Sites 62,384 85.1 Facebook 39,348 23.2 Globo Maker Studios Inc. VEVO Warner Music UOL Vimeo Yahoo Sites 19,561 17,498 16,918 14,728 11,749 10,753 7,264 30.2 11.6 19.5 7.3 7.9 3.8 3.2 Source: comscore Video Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 41
Crescimento Top Players de Conteúdo de Vídeo Turner Digital e Facebook > 200% 262% Unique Viewers 228% 121% 94% 52% 39% 25% 10% -2% Turner Digital Facebook Vimeo Warner Music (w/ history) Globo VEVO Yahoo Sites UOL Google Sites Source: comscore Video Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 42
A participação de outros players cresceu, enquanto YouTube teve menos participação no total de vídeos do que em 2013 VEVO 3.1 2.4 % Share of Videos Globo 5.5 4.0 Facebook 2.8 8.5 YOUTUBE.COM 48.6 52.4 Feb-2014 Feb-2013 Source: comscore Video Metrix, February 2013 February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 43
Uso de Diversos Plataformas comscore, Inc. Proprietary. 44
Páginas Vistas por plataforma de acesso (excluindo Apps) Android possui maior participação em comparação com US Platform Share of Page Hits PC Mobile Tablet Other Mobile OS Share of Page Hits ios Android Windows 0.5 0.1 6.7 2.5 9.3 14.5 1.7 53.6 5.0 78.3 88.1 71.7 41.0 14.5 U.S. Brazil U.S. Brazil Source: comscore Device Essentials, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 45
Plataformas de acesso por Page Hits Participação de Mobile cresceu 132% no Brasil U.S. PC Mobile Tablet Other Brazil PC Mobile Tablet Other 0.7 0.5 4.9 6.7 10.1 14.5 0.1 0.1 2.0 2.5 4.0 9.3 84.4 78.3 93.9 88.1 2013 2014 2013 2014 Source: comscore Device Essentials, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 46
Publicidade Online comscore, Inc. Proprietary. 47
Display Ads no Brasil por Veículo Facebook continua em primeiro lugar Facebook 583,898,235 UOL Globo Microsoft Sites Terra - Telefonica Google Sites Yahoo Sites R7 Portal IG Portal Grupo Abril 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 Display Ad Impressions from Jan-Dec 2013 Source: comscore Ad Metrix, Brazil 6+, 2013 comscore, Inc. Proprietary. 48
Display Ads no Brasil por Anunciante Netshoes foi o maior anunciante online em 2013 Netshoes Dafiti 22,486,027 22,034,729 Netflix, Inc. 18,436,597 MRV OLX Inc. Microsoft Corp Itau Unibanco Globo Unilever Net Serviços 13,570,865 12,748,206 12,175,121 11,151,983 10,553,321 10,276,263 10,064,076 Display Ad Impressions from Jan-Dec 2013 Source: comscore Ad Metrix, Brazil 6+, 2013 comscore, Inc. Proprietary. 49
Participação de Facebook em Display Ads Brazil 37.5 México France UK 33 32.3 32 Canadá Spain United States Germany 30.1 29.2 27.8 26.8 Source: comscore Ad Metrix, February 2014, Home and Work, PC Only, Brazil 6+ comscore, Inc. Proprietary. 50
A Febre da Copa comscore, Inc. Proprietary. 51
Preparação da América Latina para a Copa do Mundo Maior penetração em relação ao resto do mundo % Reach Fifa.com 3.0 2.5 2.0 1.5 FIFA Confederations Cup 2013 FIFA World Cup 2014 1.0 0.5 0.0 Latin America Middle East - Africa North America Europe Asia Pacific Source: comscore Media Metrix, February 2013 March 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 52
Uruguai e Brasil mostram maior visitação a Fifa.com % Reach Fifa.com Uruguay Brazil Colombia Canada United Kingdom Chile Spain Switzerland Peru Argentina Venezuela New Zealand Belgium Norway Mexico 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.5 0.6 0.6 1.0 1.6 Source: comscore Media Metrix, February 2014, Home and Work, PC Only, 15+ comscore, Inc. Proprietary. 53
Impacto na categoria de Viagens 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 - Total Unique Visitors (000) Source: comscore Media Metrix, February 2013 March 2014, Home and Work, PC Only, 6+ comscore, Inc. Proprietary. 54
Patrocinadores da Copa do Mundo no Brazil mostram tendência positiva em relação a atividade dos usuários Social Moments on Facebook World Cup Sponsors +27% 7M 5.5M Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Total Actions 5,511,942 Average Unique Engaged Audience 124,456 Posts (Total) 1,425 Jan 2013 Apr 2014 7,019,147 (+27%) 143,991 (+16%) 1,570 (+10%) Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. comscore, Inc. Proprietary. 55
Os Patrocinadores da Copa e seus Fans no Facebook 8,000,000 Average # of Facebook Fans 7,000,000 + 52% 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. comscore, Inc. Proprietary. 56
Entre os patrocinadores, Nike & McDonald s tem os posts do Facebook com maior engajamento Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. comscore, Inc. Proprietary. 57
O Engajamento Médio por Tweet em Relação aos Patrocinadores da Copa, cresce desde Novembro 2013 0.16% Avg. Engagement/Tweet + 200% 0.14% 0.12% 0.10% 0.08% 0.06% 0.04% 0.02% 0.00% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. comscore, Inc. Proprietary. 58
Os seguidores das marcas patrocinadoras compartilham o conteúdo das marcas, em média, quase 3 vezes mais do que em Fevereiro de 2013 6,000 5,000 + 290% 4,000 3,000 2,000 1,000 0 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. comscore, Inc. Proprietary. 59
Pincipais Insights Brasileiros continuam liderando o engajamento online, com usuários que navegam 29.7 horas por mês, 7 horas a mais do que a média mundial. Brasil é a 5 maior audiência com 68.1 MM de Visitantes únicos em Fevereiro de 2014, com crescimento de 11% em comparação a Fevereiro de 2013. Em relação a total de minutos, ocupa o terceiro lugar com126,857 MM. 40% da audiência online na América Latina está no Brasil -169MM de Visitantes Facebook lidera a categoria de Redes Sociais, seguido por Linkedin. Brasileiros passam mais tempo no Facebook do que Mexicanos e Argentinos juntos online. Android é o sistema operacional dominante, com 71.7% de participação. A publicidade digital está crescendo, com mais de 1.6 trilhões de impressões em 2013 (display). comscore, Inc. Proprietary. 60
Perguntas? # FiFBrasil www.facebook.com/comscoreinc @comscorelatam For info about the proprietary technology used in comscore products, refer to http://comscore.com/about_comscore/patents
Obrigada Contato: prensa@comscore.com www.facebook.com/comscoreinc @comscorelatam For info about the proprietary technology used in comscore products, refer to http://comscore.com/about_comscore/patents