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The Digital Year in Review & Predictions for the Year

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The Digital Year in Review & Predictions for the Year Alex Banks, VP América Latina & Diretor Brasil The Digital Year in Review & Predictions for the year ahead @comScoreBR www.facebook.com/comscoreinc www.comscore.com © comScore, Inc. Proprietary. Introdução #FutureinFocusBR Sumário Executivo Com o aumento da popularidade do uso Este relatório analisa como as últimas multiplataforma, o ecosistema digital continua tendências de consumo de Desktops, Aparelhos adaptando-se para corresponder aos novos Móveis e Vídeos, bem como a exibição de comportamentos. publicidade, estão moldando o mercado digital brasileiro e o que isso significa para esse ano, As opções para que os consumidores se relacionem ao mesmo tempo em que a comScore se com o conteúdo digital nunca foram tão diversas, concentra no futuro digital. contendo uma variedade de plataformas, fabricantes e sistemas operacionais que oferecem acesso às PARA MAIS INFORMAÇÕES, ENTRE EM CONTATO : diferentes formas de conteúdo, incluindo vídeo e Perguntas gerais: aplicativos. [email protected] Imprensa: Essas mudanças no mundo “digital” estão alcançando [email protected] cada vez mais diversas indústrias e outras mídias. © comScore, Inc. Proprietary. 2 TableTable ofof ContentsContents 4 10 16 22 29 39 51 54 © comScore, Inc. Proprietary. 3 © comScore, Inc. Proprietary. 4 O uso do Desktop no Brasil ÚNICO PAÍS DA AMÉRICA LATINA ENTRE AS MAIORES AUDIÊNCIAS DO MUNDO Os usuários brasileiros ocupam boas posições nas métricas de consumo de página e tempo em comparação aos usuários de outros países. GRANDE PLATAFORMA, MAS COM MENOS ENGAJAMENTO EM COMPARAÇÃO AO ANO ANTERIOR Enquanto os usuários e o uso do desktop permaneceram relativamente iguais, o crescimento dos aparelhos móveis gerou a redução do consumo de páginas e tempo. Usuários mais jovens ainda correspondem a uma grande parte dos usuários de Desktop. CRUCIAL PARA VÁRIAS CATEGORIAS As categorias-chave ainda alcançam acima de 60% dos usuários de desktop, demonstrando a relevância contínua do consumo de diversos conteúdos. © comScore, Inc. Proprietary. 5 Usuários brasileiros novamente entre os mais engajados do mundo Audiências de Desktop e Engajamento Média Mensal de Visitantes Média Mensal de Minutos por Média Mensal de Minutos por Média Mensal de Minutos por Geografia Únicos (000) Visita Página Visitante Mundo 1.824.894 24,5 0,70 54 China 478.506 21,3 0,60 54 Estados Unidos 201.604 25,8 0,72 84 Índia 81.792 23,9 0,74 26 Japão 73.656 25,2 0,63 44 Rússia 68.124 26,4 0,52 73 6º 2º 1º 7º Brasil 62.990 29,5 0,80 59 Alemanha 51.835 24,4 0,59 69 Reino Unido 39.605 26,6 0,70 75 França 37.011 23,5 0,58 79 Turquia 28.134 29,9 0,61 72 *Ranking baseado na Média Mensal de Visitantes Únicos em Março de 2015 em relação a geografias selecionadas Fonte: comScore, Inc., Media Metrix, WW, Home & Work, Indivíduos: 15+, Março 2015 © comScore, Inc. Proprietary. 6 22,4% 23.2% 20.9% 17% 11.6% 50,5% 49,5% A demografia online 4.9% brasileira mostra que Under 15 15-24 25-34 35-44 45-54 55+ mais da metade da população possui menos de 35< anos e menos de 17% reside em uma casa com 2 2% pessoas ou menos 14% Sudeste Sul Nordeste 31% 49,7% 20,2% 15,9% HH Size:1 HH Size:2 22% HH Size:3 HH Size:4 Centro HH Size:5+ Norte Oeste 32% 9,9% 4,2% Fonte: comScore, Inc., Media Metrix, BR, Home & Work, Indivíduos:6+, Mar. 2015 © comScore, Inc. Proprietary. 7 Engajamento da Internet em Desktop Mar-14 Mar-15 1,678 2,292 1,530 1,909 O engajamento do desktop diminuiu, o -8.9% -17% que demonstra a migração para o uso móvel Média de Minutos por Visitante Média de Páginas por Visitante Fonte: comScore, Inc., Media Metrix, BR, Home & Work, Indivíduos:6+, Março 2014 vs. Março 2015 © comScore, Inc. Proprietary. 8 Áreas de conteúdo por visitantes únicos (000) e % alcance % alcance Serviços 98% Portais 97% Entretenimento 93% Busca/Navegação 90% O uso amplo significa que várias categorias Social Media 88% de conteúdo ainda Servidores Promocionais 83% alcançam 60% dos usuários brasileiros Diretórios/Recursos 81% de desktop Notícias/Informações 74% Varejo 74% Tecnologia 63% 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Total de Visitantes Únicos (000) Fonte: comScore, Inc., Media Metrix, BR, Home & Work, Indivíduos:6+, Mensal Março 2015 © comScore, Inc. Proprietary. 9 © comScore, Inc. Proprietary. 10 O consumo de vídeo digital no Brasil USUÁRIO MAIS ENGAJADO QUE NO RESTO DA REGIÃO Tanto no tempo médio quanto na penetração geral entre a população digital, os brasileiros ocupam posições melhores que os outros países da América Latina. PULVERIZADO EM UM GRANDE NÚMERO DE CATEGORIAS DE CONTEÚDO Quanto mais os anunciantes de conteúdos utilizam os benefícios das audiências de vídeos, esses usuários tornam-se mais engajados em categorias diversas. ANÚNCIOS DE VÍDEOS ESTÃO RECEBENDO MAIS ENGAJAMENTO Com muitas oportunidades em diferentes tipos de conteúdos, os brasileiros estão passando mais tempo assistindo aos anúncios dos vídeos em relação aos meses anteriores. © comScore, Inc. Proprietary. 11 Consumidores de vídeo estão se tornando mais engajados Vídeos por Visita 6.0 5.9 5.9 5.7 5.6 +7% 5.5 desde Out 2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015 Fonte: comScore, Inc., Video Metrix, BR, Home & Work, Indivíduos: 6+, Oct 2014 – Jan 2015 © comScore, Inc. Proprietary. 12 Brasileiros são mais engajados da região latinoamericana Minutos por Viewer % de Alcance na PopulaçãoTotal Os brasileiros passam 3 horas a mais assistindo 702 a vídeos online do que os outros 521 países da região 36% 34% Brasil América Latina Brazil Latin America Fonte: comScore, Inc., Video Metrix, BR & Latin America , Home & Work, Indivíduos: 6+, Março 2015 © comScore, Inc. Proprietary. 13 Alcance de Conteúdos no Brasil Entretenimento 93% Multimídia 92% Social Midia 89% Social Networking 76% Grandes audiências de Portais 48% categorias de conteúdos Música 40% variados oferecem múltiplas oportunidades Serviços 30% de propagandas ricas em contexto para usuários TV 20% engajados. Notícias/Informações 18% Notícias Gerais 16% Fonte: comScore, Inc., Video Metrix, BR, Home & Work, Indivíduos: 6+, 6 Meses agregados (Outubro 2014 – Março 2015) © comScore, Inc. Proprietary. 14 Os anúncios de vídeos estão gerando mais engajamento Minutos por Viewer 10.9 +18% Os anúncios digitais cresceram 18% em 14-Oct minutos assistidos 15-Mar por viewer durante 9.2 os últimos 6 meses. Fonte: comScore, Inc., Video Metrix, BR, Home & Work, Indivíduos: 6+, Outubro 2014 – Março 2015 © comScore, Inc. Proprietary. 15 © comScore, Inc. Proprietary. 16 O uso móvel no Brasil USUÁRIOS EXCLUSIVAMENTE MÓVEIS ESTÃO CRESCENDO RAPIDAMENTE O número de usuários que acessam conteúdos digitais exclusivamente através de dispositivos móveis, como Smartphones, continua crescendo. DESEMPENHANDO UMA VASTA GAMA DE FUNÇÕES Ao adicionarem maior alcance em diferentes categorias cruciais no Brasil, os dispositivos móveis correspondem a uma parcela crescente do comportamento digital do brasileiro. CRUCIAL NO AMPLO MIX DE MÍDIA Em algumas categorias, os smartphones e tablets já são responsáveis pela maior porcentagem do total de acessos. Em outras, os dispositivos móveis são responsáveis por uma porcentagem de visitantes únicos, representando uma imensa oportunidade para compradores e vendedores de mídias. © comScore, Inc. Proprietary. 17 Usuários móveis (000) no Brasil +7% Os usuários da internet móvel cresceram 7% no 38,846 36,257 Brasil durante os últimos 6 meses, correspondendo a quase 39 milhões. Oct-2014 Mar-2015 Fonte: comScore, Inc., Mobile Metrix, BR, Indivíduos: 18+, Out 2014 vs.Mar 2015 © comScore, Inc. Proprietary. 18 Porcentagem do tempo gasto em aplicativos móveis vs. navegadores 14% 13% Quase 90% do tempo digital em Apps celulares e 86% 87% smartphones é Browser gasto nos navegadores. Smartphone Tablet Fonte: comScore, Inc., Mobile Metrix, BR, Indivíduos 18+, Mensal T1 Mar. 2015 © comScore, Inc. Proprietary. 19 Parcela do tempo gasto por plataforma na categoria de conteúdo Desktop Mobile Family & Parenting 36% 64% e-cards 41% 59% Job Search 43% 57% A parcela de Weather 51% 49% tempo reflete o Career Resources 54% 46% uso evolutivo de Family & Youth 63% 37% certas categorias Beauty/Fashion/Style 66% 34% com implicações para publicidade e Politics 66% 34% conteúdo. TV 69% 31% Kids 69% 31% Fonte: comScore, Inc., Media Metrix Multi-Platform, BR, Indivíduos 6+, 18+, Março 2015 © comScore, Inc. Proprietary. 20 Aumento do alcance nas categorias de maior acesso exclusivamente mobile Total de Visitantes Únicos (MM) Incremental Reach Entretenimento +13% Social Mídia +14% Mesmo as Notícias Gerais +16% categorias que já têm grande Lifestyles +17% alcance obtêm pelo menos 13% de Diretórios/Recursos +21% aumento nessa métrica ao Notícias e Informações +26% considerar os aparelhos móveis. 0 20 40 60 80 100 Total Pop Digital UVs (MM) Desktop UVs (MM) Fonte: comScore, Inc., Media Metrix Multi-Platform, BR, Indivíduos 6+, 18+, Março 2015 © comScore, Inc. Proprietary. 21 © comScore, Inc. Proprietary. 22 O uso de Múltiplas Plataformas no Brasil ALCANÇANDO A MAIORIA Muitos países possuem uma “maioria multiplataforma” com mais de 50% da população online acessando, mensalmente, o conteúdo digital através do desktop e de dispositivos móveis. O Brasil está quase se juntando a esses países. OFERECENDO TEMPO DIGITAL ADICIONAL A partir de uma visão holística, o tempo gasto em mobile por view já é maior do que em desktop. DRASTICAMENTE DIFERENTE ENTRE CATEGORIAS Entender como e por quê os usuários utilizam mídias específicas em plataformas específicas fornece um insight crucial para comerciantes e proprietários de conteúdos que buscam desenvolver as audiências. © comScore, Inc. Proprietary. 23 A população digital total no T1 2015 foi de 84,6 milhões Audiência de Desktop Audiência de Vídeo Audiência Móvel 38,3 75,6 65,6 milhões milhões milhões De brasileiros online De brasileiros online De brasileiros online através de smartphones e através de vídeos em através de desktop tablets (8,7 milhões são desktop VU exclusivos móveis) A população digital total corresponde ao alcance não-duplicado das audiências de Desktop, Vídeo e Móvel Fonte: comScore, Inc., Media Metrix Multi-Platform, Media Metrix, Video Metrix, Mobile Metrix, BR, Indivíduos 6+,18+, T1 2015 © comScore, Inc.
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