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Elatin America Report July 2001 Latin America Online: Demographics, Infrastructure, Usage Patterns and eCommerce Trends July 2001 www.emarketer.com This report is the property of eMarketer, Inc. and is protected under both the United States Copyright Act and by contract. Section 106 of the Copyright Act gives copyright owners the exclusive rights of reproduction, adaptation, publication, performance and display of protected works. Accordingly, any use, copying, distribution, modification, or republishing of this report beyond that expressly permitted by your license agreement is prohibited. Violations of the Copyright Act can be both civilly and criminally prosecuted and eMarketer will take all steps necessary to protect its rights under both the Copyright Act and your contract. If you are outside of the United States: copyrighted United States works, including the attached report, are protected under international treaties. Additionally, by contract, you have agreed to be bound by United States law. Latin America Online Methodology 13 I Overview 15 II Population and Economy 19 A. Defining the Region 20 Population 20 B. Identifying Potential Internet Users in Latin America 22 Age Distribution 22 Income Distribution 24 III Technology Infrastructure 29 A. Telecommunications 30 Fixed-Line Telephones 31 Wireless Telephony 34 B. Broadband 40 Cable 42 DSL 45 Alternative Broadband Technologies 47 C. Dial-Up Access and Internet Service Providers (ISPs) 49 Dial-Up Access 49 ISPs 51 D. Hardware 53 E. Internet 60 Network Capacity 60 Internet Hosts 61 Internet Content 62 F.Access Costs 63 IV Internet Users and Access 69 A. Internet Users 70 Market Concentration 71 3 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online Comparative Estimates 73 B. Wireless Internet Users 77 C. Access Preferences 80 Home and Work 80 V Usage and Demographics 85 A. Usage 86 Frequency of Sessions 86 B. Usage Patterns 87 C. Demographics 88 Gender 88 Age 89 VI eCommerce 91 A. Total eCommerce 92 Comparative Estimates 95 B. B2C eCommerce 97 B2C Revenues 97 Comparative Estimates 99 Payment Methods 99 Residential Delivery 101 Privacy and Security 103 Consumer Attitudes and Preferences 105 C. B2B eCommerce 106 Comparative Estimates 108 Business Process Automation and IT Spending 109 D. mCommerce 112 VII eAdvertising 113 A. Online Advertising Expenditures 114 B. Click-Through Rates 115 4 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online C. Wireless Advertising 116 VIII eFinance 117 A. Online Banking 118 Argentina 119 Brazil 120 Chile 122 Colombia 122 Mexico 122 Venezuela 123 B. Online Trading 123 Brazil 124 C. Wireless Financial Services 125 IX Argentina 129 A. Overview 130 Low-Cost Access 131 B. Technology Infrastructure 131 Fixed-Line Telephones 131 Wireless Telephony 132 Broadband 134 C. Internet Users and Access 140 Comparative Estimates 140 Access Preferences 141 D. Usage and Demographics 144 Frequency of Sessions 144 Duration of Sessions 145 Usage Patterns 146 Most Popular Websites 148 Gender 150 5 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online Age 151 Experience Online 152 Socioeconomic, Employment and Educational Status 154 E. eCommerce 156 Total eCommerce 156 Comparative Estimates 157 B2C eCommerce 157 Comparative Estimates 158 Transactions 159 Payment Methods 161 Taxation 162 Residential Delivery 162 Privacy and Security 162 Consumer Attitudes and Preferences 163 B2B eCommerce 170 Comparative Estimates 170 Business Internet Penetration 171 F.eAdvertising 172 X Brazil 173 A. Overview 174 Low-Cost Access 175 B. Technology Infrastructure 177 Fixed-Line Telephones 177 Wireless Telephony 178 Broadband 184 C. Internet Users and Access 189 Comparative Estimates 190 Access Preferences 191 6 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online D. Usage and Demographics 193 Frequency of Sessions 193 Duration of Sessions 194 Usage Patterns 196 Most Popular Websites 197 Gender 200 Age 200 Experience Online 202 Socioeconomic and Employment Status 202 Geography 204 E. eCommerce 205 Total eCommerce 205 Comparative Estimates 206 B2C eCommerce 206 Comparative Estimates 208 Transactions 209 Payment Methods 214 Taxation 215 Residential Delivery 216 Privacy and Security 217 Consumer Demographics 219 Consumer Attitudes and Preferences 222 B2B eCommerce 231 Comparative Estimates 232 B2B eCommerce (by Industry) 233 B2G eCommerce 235 Business Internet Penetration 235 Exchanges and Marketplaces 236 7 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online F.eAdvertising 237 XI Mexico 239 A. Overview 240 Low-Cost Access 241 B. Technology Infrastructure 241 Wireless Telephony 242 Broadband 246 C. Internet Users and Access 250 Comparative Estimates 250 Access Preferences 251 D. Usage and Demographics 254 Frequency of Sessions 254 Duration of Sessions 255 Usage Patterns 256 Most Popular Websites 258 Gender 260 Age 261 Socioeconomic Status 262 E. eCommerce 263 Total eCommerce 263 Comparative Estimates 264 B2C eCommerce 264 Comparative Estimates 265 Transactions 266 Payment Methods 267 Taxation 268 Residential Delivery 268 Privacy and Security 268 8 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online B2B eCommerce 274 Comparative Estimates 275 Business Internet Penetration 276 Exchanges and Marketplaces 277 F.eAdvertising 278 XII Chile 279 A. Overview 280 Low-Cost Access 281 B. Technology Infrastructure 281 Fixed-Line Telephones 281 Wireless Telephony 283 Broadband 287 C. Internet Users 289 D. Demographics 290 Socioeconomic and Educational Status 290 Geography 291 E. eCommerce 291 Total eCommerce 291 B2C eCommerce 292 Transactions 295 Payment Methods 296 Taxation 296 Residential Delivery 296 Privacy and Security 296 Consumer Attitudes and Behavior 297 B2B eCommerce 298 Business Internet Penetration 299 F.eAdvertising 301 9 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online XIII Colombia 303 A. Overview 304 Low-Cost Access 305 B. Technology Infrastructure 305 Fixed-Line Telephones 305 Wireless Telephony 306 Broadband 307 C. Internet Users, Access and Usage 308 Access Preferences 309 Usage Patterns 309 D. eCommerce 310 Payment Methods 310 Taxation 310 Residential Delivery 311 Privacy and Security 311 Consumer Attitudes and Behavior 312 E. eAdvertising 312 XIV Venezuela 313 A. Overview 314 Low-Cost Access 314 B. Technology Infrastructure 315 Fixed-Line Telephones 315 Wireless Telephony 315 Broadband 317 C. Internet Users 318 D. eCommerce 318 B2C eCommerce 319 Transactions 319 10 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online Payment Methods 319 Residential Delivery 320 Privacy and Security 320 Consumer Attitudes and Behavior 320 E. eAdvertising 321 Index of Charts 323 11 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. Latin America Online July 2001 Welcome to eMarketer Dear Reader: Noah Elkin Senior Analyst, eMarketer [email protected] eMarketer’s July 2001 Latin America Online: Demographics, Infrastructure, Usage Patterns and eCommerce TrendsTM offers the most comprehensive and accurate picture available of the internet in eMarketer, inc. this important region of the globe. 821 Broadway This report is a valuable reference tool for tracking the internet market in Latin America. It provides New York, NY 10003 T: 212.677.6300 critical data and insights for developing business and marketing plans, creating presentations, answering F: 212.777.1172 vital, “need-to-know-now” questions and making informed decisions about online ventures. Presenting statistical information from a wide range of authoritative research sources, Latin America Online: Demographics, Infrastructure, Usage Patterns and eCommerce TrendsTM provides quick answers to hundreds of questions, such as: How many people are using the
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