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Futuro Digital - Latinoamérica 2012 Marzo 2012 Futuro Digital - Latinoamérica 2012 Marzo 2012 ¡Síganos en Twitter! @comScoreLATAM #futurodigital12 Alejandro Fosk Sr. Vice President Latin America, comScore, Inc. comScore es Líder Mundial en Medición del Mundo Digital de Rápida Evolución, Cubriendo el Mundo con Presencia Local © comScore, Inc. Proprietary. 2 V1011 El Enfoque Innovador de comScore Revoluciona la Medición 2 Millones de Panelistas Visión 360°del Comportamiento de Panel Centrado en PERSONAS con las Personas Medición Censal de SITIO Visitas Web y comportamiento de Búsqueda Compras Exposición a Online Publicidad PANEL CENSO & Offline Online Advertising Transacciones Effectiveness Consumo de Demografía, Medios & Video PANEL Estilos de Vida & Actitudes Unified Digital Measurement™ (UDM) Internet Móvil Uso y Metodología con Patente en Trámite Comportamiento Adoptado por 93% de las Principales Entidades de América Latina © comScore, Inc. Proprietary. 3 V1011 TENDENCIAS QUE ESTÁN FORMANDO EL AÑO DIGITAL LOS USUARIOS DE INTERNET PRINCIPALES ENTIDADES WEB REDES SOCIALES ENTRETENIMIENTO Y VIDEO ONLINE CONTENIDO DE NOTICIAS COMPRAS ONLINE BÚSQUEDAS MÓVILES Y TABLETS © comScore, Inc. Proprietary. 4 V1011 EL CRECIENTE Y CAMBIANTE PANORAMA DIGITAL EN AMÉRICA LATINA Y ALREDEDOR DEL MUNDO © comScore, Inc. Proprietary. 5 Estados Unidos ya no es el Centro del Universo Online The U.S. Is No Longer the Center of the Online Universe Población Internet EE.UU. vs. Resto del Mundo Distribución de Audiencia Internet en el Mundo Medio Oriente - Resto del Africa, Mundo América 34% Latina; 8,8% 9,0% Asia Pacífico; 87% Norteamé 41,3% rica; EE.UU. 14,6% Asia Pacific 66% Europa; 26,4% 13% 1996 2011 . En 1996, 2/3 de la población de Internet en el mundo se encontraba en EE.UU., hoy Asia Pacífico es la región más grande con más de un 40% de la población online. Muchas regiones emergentes son proclives a dejar atrás los modos antiguos, pasando de dial-up directamente a banda ancha, haciendo al contenido multimedia, de video y contenido colaborativo inmediatamente accesible. La temprana adopción de internet móvil además de internet en PC tenderá a ser popular en estas áreas de alto crecimiento. © comScore, Inc. Proprietary. 6 Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Latinoamérica es la Región con Más Rápido Crecimiento LatAm Saw the Strongest Growth of All Global Regions . Se espera que el crecimiento continúe a medida que la penetración de banda ancha en hogares Población Online Mundial aumente en Asia y América Latina (Millones) . El crecimiento en regiones en desarrollo es +9% 1,444 proclive a continuar a medida que la gente va migrando de acceso compartido a uso en hogar 1,323 o trabajo . Crecimiento Lento en Norteamérica 2010 Dic 2011 Dic . Crecimiento Europeo mayoritariamente impulsado por Rusia +11% DecDic--1111 DecDic--1010 595 534 +6% +3% 381 361 +16% +14% 210 203 129 112 126 111 Asia Pac Europe North America Latin America Middle east Asia Pacífico Europa Norteamérica Latinoamérica Medio Oriente - Africa África © comScore, Inc. Proprietary. 7 Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2010 vs Dic-2011 Población Online de América Latina se Muestra Joven 3 de 5 Visitantes a Internet tienen menos de 35 años Edad: 15-24 Edad: 25-34 Edad: 35-44 Edad: 45-54 Edad: 55+ Global 25.9% 26.0% 21.9% 14.4% 11.8% Latinoamérica 32.5% 28.3% 20.3% 11.7% 7.3% Composición Porcentual de Total Visitantes de Internet Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Venezuela, Colombia y México Poseen los Usuarios Online más Jóvenes Edad: 15-24 Edad: 25-34 Edad: 35-44 Edad: 45-54 Edad: 55+ Argentina 29.4% 26.2% 18.4% 13.6% 12.5% Brasil 28.2% 31.9% 21.1% 11.4% 7.4% Chile 27.1% 26.2% 21.0% 15.2% 10.5% Colombia 40.2% 25.6% 20.0% 10.2% 4.0% México 38.6% 24.2% 20.2% 11.5% 5.5% Perú 27.5% 31.8% 21.9% 11.9% 7.0% Venezuela 44.7% 26.7% 15.8% 9.2% 3.6% Puerto Rico 29.3% 26.2% 21.7% 14.0% 8.8% Composición Porcentual de Total de Visitantes de Internet Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 En Cada Mercado, los Usuarios Jóvenes Registran una Participación Desproporcionadamente Alta de Tiempo Consumido Online Edad: 15-24 Edad: 25-34 Edad: 35-44 Edad: 45-54 Edad: 55+ Argentina 32,4% 25,4% 17,3% 12,2% 12,7% Brasil 33,1% 29,5% 19,3% 10,4% 7,6% Chile 34,3% 25,1% 17,6% 13,2% 9,8% Colombia 45,5% 23,5% 17,7% 9,7% 3,6% México 44,0% 23,1% 18,1% 9,8% 5,0% Perú 34,4% 29,1% 18,7% 10,9% 6,8% Venezuela 50,1% 23,2% 13,7% 9,2% 3,8% Puerto Rico 34,9% 24,4% 19,1% 13,1% 8,5% Composición Porcentual de Total de Minutos Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Perú, Brasil y Argentina sede de los Usuarios Online más Involucrados en la Región Global 24,4 Latinoamérica 24,0 Perú 27,0 Brasil 26,7 Argentina 26,7 Chile 26,1 Colombia 22,7 México 21,1 Venezuela 18,7 Puerto Rico 16,2 Horas Promedio Consumidas Online por Visitante Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Sitios Google: el Destino Más Visitado en América Latina, Facebook el sitio con Mayor Afinidad Google Sites 123.378 Facebook.com 46.165 Microsoft Sites 116.111 Microsoft Sites 34.009 Facebook.comSocial Networking108.776 Google Sites is the 32.232 Yahoo! SitesMost Popular81.715 OnlineUOL 3.444Activity Terra - Telefonica 67.318 Globo 3.319 Federated Media 47.130 Yahoo! Sites 3.030 1Publishing Worldwide UOL 45.623 Terra - … 2.239 Wikimedia Sites 45.235 MercadoLibre 1.016 VEVO 43.049 iG Sites 980 Globo 42.160 Spil Games 815 Propiedades Principales en Latinoamérica Propiedades principales en por Visitantes (000) Latinoamérica por Total de Minutos (MM) Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, América Latina, Dic-2010 a Dic-2011 Redes Sociales Eclipsaron a Portales como Actividad Web Que Más Tiempo Consumió en Noviembre 2011 Noticias/Información Juegos Email Mensajería Instantánea Entretenimiento Portales Redes Sociales 100% Email -2.6 pts 80% Mensajería Instantánea -8.2 pts. Entretenimiento +3.4 pts 60% Portales -9.5 pts. 40% 20% Redes Sociales +9.5 pts. 0% Dec-2010 Dec-2011 Participación en Tiempo Consumido Entre Categorías Web Principales Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, América Latina, Dic-2010 a Dic-2011 Latinoamericanos Visitan Sitios de Noticias e Información, Sociales y de Comunicación por Sobre el Promedio Mundial Global Latinoamérica Portales 93,7% Noticias/Infor 76,1% 97,5% mación 86,3% Búsqueda/ 89,4% Retail 73,1% Navegación 96,3% 72,8% Entretenimi 88,6% Comunidad 70,1% ento 96,7% 85,3% Redes 82,3% Tecnología 68,9% Sociales 96,4% 75,3% Directorios/ 76,2% e-mail 63,7% Recursos 77,9% 75,3% Porcentaje de Alcance de Visitantes Únicos por Principales Categorías Mundiales Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 MEDIOS SOCIALES ESTAN REDEFINIENDO LA COMUNICACION EN EL MUNDO DIGITAL Y EL MUNDO REAL © comScore, Inc. Proprietary. 15 Crecimiento de la Audiencia Mundial de Redes Sociales 1.600 +88% 1.400 Total Internet 1.200 +174% 1.000 Redes Sociales 800 600 400 200 Total Mundial Visitantes Únicos (MM) 0 2007 2008 2009 2010 2011 Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Mar -2007 a Oct-2011 5 de los Mercados Más Involucrados para Redes Sociales se encuentran en América Latina 10,9 10,7 10,1 10,1 Average Hours per Visitor 9,5 Promedio de Horas por Visitante 8,7 8,2 7,9 7,6 7,1 Rusia Argentina Israel Turquía Chile Perú Filipinas Canadá Colombia México Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Facebook Lidera Mientras que Twitter, Google+, Tumblr y LinkedIn Ven Impresionante Crecimiento en 2011 Principales 10 Redes Sociales en América Latina por Visitantes (MM) Dic-2011 vs. Dic-2010 +50% 108.8 +5% -13% +60% 33.4 28.1 27.0 N/A +77% +79% -3% +232% - 44% 9.7 7.7 7.6 7.6 6.3 6.2 Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2010 vs. Dic-2011 Horas consumidas en Facebook por 7 Visitante Promedio en América Latina Penetración Regional 84% de Facebook Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Dic-2011 Desde 2010, Facebook ha tomado el liderazgo en 6 nuevos mercados a través de Asia, América Latina y Europa JanEne--20102010 Apr Abr-2010-2010 Jul Jul-2010-2012 Oct Oct-2010-2010 Jan Ene-2011-2011 Apr Abr-2011-2011 Jul Jul-2011-2011 Oct Oct-2011-2011 EneJan--20122012 Facebook supera Orkut en 805,6 Brazil Facebook supera Facebook supera Windows Live a Sitios StudiVZ en Profile en Germany Portugal Facebook supera a 471,4 Hyves en Holanda Facebook supera a Yahoo! Wretch en Taiwan Facebook supera a Orkut en India Facebook supera a Windows Live Profile en México Ascenso de Facebook en Años Recientes Total Visitantes Únicos (MM) Fuente: comScore Media Metrix, Visitantes Edad 15+ Conectándose desde Hogar/Trabajo, Ene-2010 a Dic-2011 Facebook Supera a Orkut en Brasil en Diciembre 2011 Facebook Orkut 40.000 +192% 35.000 +5% 30.000 25.000 20.000 15.000 10.000 5.000 0 Dec-2010 Dec-2011 Visitantes (000) de Facebook y Orkut en Brasil Fuente: comScore Media Metrix, Visitantes Brasil, Edad 6+ Conectándose desde Hogar/Trabajo, Dic-2011 Facebook sirve casi 1 de cada 5 Avisos de Display en Brasil Principales 10 Medios de Avisaje de Display Online en Brasil, por Participación de Avisos de Display En EE.UU.
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