Medias Latam

Festival of Media Latin America
October 2010

Alexander Banks

comScore leverages rich panel data to deliver unique and broad digital business analytics
2 Million Person Panel 360°View of Person Behavior The Only Global Measurement of Audience and E-commerce

170+ Countries Under Measurement 45 Markets Reported

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V0910

How bigis the Internet Population?

Canada 23M

U.K. 38M

Italy 22M

Russia 44M

France 41M Mexico 17M Brazil 38M
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S.Korea 30M India 40M
August 2010, Home and Work Users Aged 15+

Total Internet Population (incl. Internet cafes, shared access etc.)

China 391M

Mexico 29M Brazil 75M
© comScore, Inc. Proprietary and Confidential. 4India 69M
Aug 2010, Extended Universe Estimates

In last 12 months, LatAm has continued to grow at a very fast pace
The largest percentage growth was seen in Colombia, which increased its H&W online audience by 33% from August 09 to August 2010. In absolute terms, of course, Brazil added the most users, with a growth rate of 19% translating to 6M new H&W Internet users in the past year. LatAmregional growth was 17% Worldwide growth was 10% European growth was 9% Internet Population (in Millions)
Web Users 15+ Accessing from Home and Work YOY Growth

Brazil Mexico Argentina Colombia Chile

31.5 +19% 37.5 13.8 16.7 +21% 11.5 12.8
+11% +33%

8.8 11.7
6.4 7.3 2.1 2.6 1.0 1.2

+13%

Venezuela
Puerto Rico

+26% +16%

Aug-2009
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Aug-2010

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010

Overall usage levels have remained relatively high

Overall usage levels have remained relatively high

The overall LatAm average is 24 hours, while Europe is 23.5

Average hours consumed online

Aug-09 Aug-10

26.1 26.0

26.2 25.5 21.5

24.5

23.9 20.623.8

24.4 21.1 20.0 17.4 18.4

Brazil

Mexico

Argentina

Colombia
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Chile

Venezuela

Puerto Rico

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Audiencia 15+ accediendo a Internet desde Hogar o Trabajo Fuente: comScore Media Metrix, Agosto 2009 a Agosto 2010

Within the region, the clear trend is to a more even age distribution
Among the Latin American countries,demographic distribution tracks very closely with levels of Internet penetration and relative maturity of the Internet market: young people are the traditional early adopters
Demographic Distribution of Internet Users By Age
Chile Argentina Brazil Colombia Mexico
Venezuela

26% 28% 29% 48% 45% 49% 15-24 25-34

26% 26% 35%

21% 17%

15% 16% 21%

12% 13% 11% 5% 8% 10% 5% 8%

23% 23% 25%35-44 45-54 55+

19% 17% 16%

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Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010

Communication categories have declined in reach over the past year
Percent of Latin American Internet Population Visiting 20 Key Site Categories
Social Networking
Search/Navigation e-mail News/Information CommunityMultimedia Directories/Resources 98% 82% 88% 85% 80% 81% 74% 56% 74% 59% 73% 68% 73% 65% 70% 77% 68% 61% 64% 61%

Technology
Photos Games Downloads Education Sports Business/Finance 42% 40% 42% 34% 39% 35% 37% 31% 24% 22% 22% 20%

63% 56% 63% 48% 57% 52% 56% 53%

Instant Messengers
Blogs Retail

TV
Travel Health

2010 Reach 2009 Reach

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Latin American Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010

Less time spent on e-mail and IM, but gains in most other categories
Share of Total Latin American Internet Minutes on Same 20 Key Site Categories
Social Networking Search/Navigation e-mail News/Information Community Multimedia Directories/Resources Instant Messengers...