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State of the Internet – Argentina (via comScore)

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Wikonsumer Research

The document presents the November 2010 State of the Internet in Argentina, detailing internet usage and growth trends. Argentina's online audience grew 19% over the past year, but its growth is slower compared to neighboring countries, with notable increases in Colombia. The report also highlights demographics of internet users, their online behaviors, and the performance of various digital platforms.

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November 2010 State of the Internet – Argentina Sebastian Yoffe, Country Manager Argentina & Uruguay, comScore Inc.
2© comScore, Inc. Proprietary and Confidential. comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics The Only Global Measurement of Audience and E-commerce 170+ Countries Under Measurement 43 Markets Reported 2 Million Person Panel 360°View of Person Behavior V0910
3© comScore, Inc. Proprietary and Confidential. comScore History of Leadership and Innovation To measure the search market To measure video streaming To provide behavioral ad effectiveness To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data To meter mobile user behavior 1st To Unify census + panel measurement To deliver a worldwide Internet audience measurement Global Shaper Company 2010 V0910
4© comScore, Inc. Proprietary and Confidential. Global Coverage, Local Presence comScore Locations V0910
5© comScore, Inc. Proprietary and Confidential. Worldwide UDM™ Penetration July 2010 Penetration Data Europe Austria 80% Belgium 85% Switzerland 84% Germany 84% Denmark 82% Spain 90% Finland 85% France 91% Ireland 91% Italy 80% Netherlands 88% Norway 84% Portugal 86% Sweden 85% United Kingdom 90% Asia Pacific Australia 91% Hong Kong 88% India 84% Japan 73% Malaysia 87% New Zealand 88% Singapore 91% North America Canada 94% United States 91% Latin America Argentina 94% Brazil 92% Chile 94% Colombia 95% Mexico 93% Puerto Rico 92% Middle East & Africa Israel 93% South Africa 73% Percentage of Machines Included in UDM Measurement V0910
6© comScore, Inc. Proprietary and Confidential. Some of Our Largest Clients in Latin America Include… V0910
7© comScore, Inc. Proprietary and Confidential. Asia Pacific, 40% Europe, 28% North America, 16% Latin America, 8% Middle East - Africa, 8% Distribution of Global Internet Audience Web users 15+ Accessing from a Home or Work Computer Latin America and MidEast-Africa Are Growing Rapidly The composition of the global online audience is constantly changing. The Latin American Internet audience grew 18% in the past year, and represents 8% of the global Internet audience. The online audiences in developing nations will continue to grow as internet penetration increases in those regions. Y/Y +32% Y/Y +7% Y/Y +9% Y/Y +7% Y/Y +18% Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
8© comScore, Inc. Proprietary and Confidential. 31.5 13.8 11.5 8.8 6.4 2.1 1.0 37.5 16.7 12.8 11.7 7.3 2.6 1.2 Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico Aug-2009 Aug-2010 Argentina’s Growth Still High, but Outpaced by Others in Region +19% YOY Growth +21% +11% +33% +13% +26% +16% With Internet usage already relatively mature in Argentina, it’s not surprising that growth there is leveling off when compared to others in region. The largest percentage growth was seen in Colombia, which increased its web H&W audience by 33% from Aug 09 to Aug 2010. In absolute terms, of course, Brazil added the most users, with a growth rate of 19% translating to 6 million new H&W web users in the past year. Internet Population (in Millions) Web Users 15+ Accessing from Home and Work Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
9© comScore, Inc. Proprietary and Confidential. Internet Population Growth & Consumption Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2009 to July 2010 11.2 11.5 11.8 12.1 12.3 12.5 12.6 12.7 12.7 12.7 12.7 12.8 12.8 23.4 21.5 21.6 21.6 21.3 22.2 22.4 22.9 26.8 27.1 27.2 25.6 26.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 10.0 10.5 11.0 11.5 12.0 12.5 13.0 Total Unique Visitors (MM) Hours per Visitor
10© comScore, Inc. Proprietary and Confidential. Internet User Profile Age Gender % Composition of Argentinian Internet Population Average Hours per Visitor Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2010 15-24 28.0 % 25-34 25.5 % 35-44 17.6 % 45-54 15.6 % 55+ 13.2 % 31.1 23.5 23.4 24.1 25.4 15-24 25-34 35-44 45-54 55+ M 51.5% F 48.5% 25.3 26.7 M F
11© comScore, Inc. Proprietary and Confidential. Age Distribution Correlates with Internet Penetration Demographic Distribution of Internet Users By Age 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 Countries with High Internet Penetration Medium Internet Penetration Low Internet Penetration Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 26% 28% 29% 48% 45% 49% 26% 26% 35% 23% 23% 25% 21% 17% 21% 19% 17% 16% 15% 16% 11% 8% 10% 8% 12% 13% 5% 5% Chile Argentina Brazil Colombia Mexico Venezuela 15-24 25-34 35-44 45-54 55+
12© comScore, Inc. Proprietary and Confidential. Top 10 Properties account for two-thirds of all time spent online in Argentina Top Internet Properties in Argentina % Reach of Argentinean Internet Population Average Minutes Per Visitor Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 92.4 88.6 79.7 50.0 46.6 45.2 41.4 39.1 33.0 32.8 Microsoft Sites Google Sites FACEBOOK.COM Yahoo! Sites Grupo Clarin TARINGA.NET MercadoLibre Wikimedia… Terra - Telefonica Grupo La Nacion 516.0 169.7 316.7 46.8 53.6 23.4 46.6 10.0 12.6 28.6 Microsoft Sites Google Sites FACEBOOK.COM Yahoo! Sites Grupo Clarin TARINGA.NET MercadoLibre Wikimedia… Terra - Telefonica Grupo La Nacion
13© comScore, Inc. Proprietary and Confidential. Reach of Key Categories Percent of Argentinean Internet Population Visiting 20 Key Site Categories Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 87.3% 86.9% 76.5% 73.1% 72.7% 68.5% 68.4% 67.6% 63.2% 62.8% Search/Navigation Social Networking e-mail Instant Messengers Photos Directories/Resources News/Information Multimedia Blogs Retail 60.8% 55.2% 53.8% 53.0% 35.6% 33.8% 28.4% 25.3% 24.0% 23.7% Community Games Downloads Technology Sports Business/Finance Education TV Travel Automotive
14© comScore, Inc. Proprietary and Confidential. Share of Time on Key Site Categories Together, these 20 categories comprise 76.3% of all time spent online Share of Total Argentinean Internet Minutes on 20 Key Site Categories Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 2.4% 19.1% 10.2% 22.3% 2.5% 1.1% 3.7% 4.9% 0.8% 2.0% Search/Navigation Social Networking e-mail Instant Messengers Photos Directories/Resources News/Information Multimedia Blogs Retail 1.0% 2.9% 0.7% 0.4% 0.9% 0.5% 0.1% 0.2% 0.2% 0.3% Community Games Downloads Technology Sports Business/Finance Education TV Travel Automotive
15© comScore, Inc. Proprietary and Confidential. Older Audience Generates More Demand for News/Info Online In light of the demographic distribution of Argentina’s and Chile’s Internet populations, it is not surprising that those two countries lead the region in visiting to News and Information sites. Along with Business/Finance and Retail, these categories are among those that are most likely to be visited by older web users. News/Information % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 63% 56% 67% 79% 61% 65% 60% 68% 57% 58% 53% 53% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
16© comScore, Inc. Proprietary and Confidential. Top News/Info Sites: Argentina % Reach Top News/Info Sites: Argentina Average Minutes per User Many News/Info Providers Give Wide Range of Choice Grupo La Nacion and Clarin.com lead the News/Information category in terms of reach. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 47.7 30.5 10.5 10.2 6.7 6.3 5.8 5.0 3.8 3.7 Grupo Clarin Grupo La Nacion Grupo Perfil INFOBAE.COM Yahoo! News Network ELMUNDO.ES MSN News LAVOZ.COM.AR Diario El Dia Hispanic Digital Network 56.9 22.9 26.1 30.1 6.9 3.2 2.9 31.6 45.4 33.8 Grupo Clarin Grupo La Nacion Grupo Perfil INFOBAE.COM Yahoo! News Network ELMUNDO.ES MSN News LAVOZ.COM.AR Diario El Dia Hispanic Digital Network
17© comScore, Inc. Proprietary and Confidential. Argentina 3rd behind Chile and Venezuela for Social Networking Reach Social Networking is relatively high throughout the region, though highest in Chile, where reach is at 92 percent. Argentina’s reach matches the regional average. Social Networking % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 71% 51% 83% 88% 87% 86% 87% 87% 86% 92% 89% 83% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
18© comScore, Inc. Proprietary and Confidential. 79.7 29.2 16.9 12.5 9.6 6.6 5.3 4.5 3.8 3.7 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM 316.7 4.8 33.4 21.7 12.6 1.9 12.2 27.9 101.8 9.6 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM Top Social Networks: Argentina % Reach Top Social Networks: Argentina Average Minutes per User High Social Networking Reach in Argentina is Driven by Facebook Facebook is the clear Social Networking leader in Latin America, both in terms of reach and usage. Photo sharing sites are also very popular in the region. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
19© comScore, Inc. Proprietary and Confidential. Significant Growth for Facebook and Twitter in the past year 79.7 29.2 16.9 12.5 9.6 6.6 5.3 4.5 3.8 3.7 56.9 28.3 26.9 2.5 9.5 3.5 0.7 11.6 3.8 2.5 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM Aug-10 Aug-09 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 Social Networks % ReachTwitter’s reach increased fivefold in Argentina in the past year. Facebook also made significant increases over the same time period. Visiting to Fotolog and Metroflog declined significantly in the past year, perhaps due to users’ relying more on Facebook’s photo sharing capabilities rather than using a separate service.
20© comScore, Inc. Proprietary and Confidential. IM is Key Communication Channel for Web Users in Argentina Instant Messengers take up a large percent of Argentinean web users’ time online. Seven out of ten web users in Latin America used an Instant Messenger in August, a rate that is much higher than elsewhere in the world. Within Latin America, Argentina’s 73 percent IM reach is roughly on par with Brazil and Colombia’s. Instant Messengers % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 49% 49% 46% 32% 72% 72% 79% 73% 71% 68% 63% 38% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
21© comScore, Inc. Proprietary and Confidential. 66.5 2.7 2.6 0.9 0.6 0.4 0.4 0.4 0.2 0.2 Windows Live Messenger EBUDDY.COM Yahoo! Messenger Skype Instant… PLUGOO.COM Meebo Messenger IM SOMOSMESSENGER… XFire Google Talk (App) SIGHTSPEED.COM 469.4 17.8 52.2 55.3 3.2 7.0 1.1 1.6 165.1 12.2 Windows Live Messenger EBUDDY.COM Yahoo! Messenger Skype Instant… PLUGOO.COM Meebo Messenger IM SOMOSMESSENGER… XFire Google Talk (App) SIGHTSPEED.COM Skype Instant Messenger (App) Skype Instant Messenger (App) SOMOSMESSENGERSIEMPRE.COM SOMOSMESSENGERSIEMPRE.COM Top Instant Messengers: Argentina % Reach Top Instant Messengers: Argentina Average Minutes per User IM Services in Argentina Provided Primarily by Microsoft Windows Live Messenger accounts for the vast majority of Instant Messenger usage in Argentina. Skype, Google Talk, and Yahoo! Messenger also get significant usage on a per-user basis. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
22© comScore, Inc. Proprietary and Confidential. Online Retail Still in Infancy in Latin America Retail % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 E-Commerce is still in its infancy in most of Latin America, but it’s clear that consumers visit retail/product sites and comparison shop online even when they are not yet confident of the security of online transactions, or would otherwise prefer to make their actual purchases offline. Among the Latin American countries, the relative maturity of Argentina’s Internet audience is not necessarily reflected in its rate of visiting to Retail sites. Brazil still far outpaces the rest of the region when it comes to shopping and researching purchases online. 64% 57% 71% 82% 64% 71% 63% 63% 54% 58% 55% 63% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
23© comScore, Inc. Proprietary and Confidential. Online Travel in Latin America is Also Still Developing Travel % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 Like online retail, the use of online travel sites is still very infrequent in Latin America. Less than a quarter of web users in Latin America use Online Travel sites, which include Travel Information sites as well as Flight, Hotel, Car Rental, and Cruise sites. Penetration of roughly 24% is similar among all countries in Latin America, with Puerto Rico’s being slightly higher and Venezuela’s slightly lower. 32% 23% 42% 46% 23% 24% 25% 24% 20% 22% 18% 27% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
24© comScore, Inc. Proprietary and Confidential. 3.3 2.8 2.1 1.7 1.6 1.5 1.2 1.1 0.8 0.8 DESPEGAR.COM Expedia Inc RUTA0.COM LanChile S.A. COMOVIAJO.COM AEROLINEAS.COM.AR … Priceline.com Incorporated … PARAGUAY.COM 11.3 4.7 6.5 11.9 6.5 8.2 2.4 6.5 7.1 1.8 DESPEGAR.COM Expedia Inc RUTA0.COM LanChile S.A. COMOVIAJO.COM AEROLINEAS.COM.AR … Priceline.com… … PARAGUAY.COM Top Travel Sites: Argentina % Reach Top Travel Sites: Argentina Average Minutes per User Individual Travel sites’ Penetration Rates Still in Low Single Digits Twenty-four percent reach for the entire category translates to individual sites’ penetration rates in the low single digits. Latin American travel site Despegar.com leads the category. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 ARGENTINATURISMO.COM.AR ARGENTINATURISMO.COM.AR TURISMOENTRERIOS.COM TURISMOENTRERIOS.COM Priceline.com Incorporated
25© comScore, Inc. Proprietary and Confidential. Entertainment Sites Draw a Significant Audience Eighty-two percent of web users in Latin America visited an Entertainment site in September. Even in countries where Internet penetration and broadband availability are low, there is a high level of interest in this category. Visiting to Entertainment sites is typically led by Multimedia and sites that serve video or music content. Online video and music are also propagated more readily in regions and countries where Social Network usage is high, which is certainly the case in Latin America. Entertainment % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 79% 72% 84% 87% 82% 80% 84% 80% 81% 84% 80% 76% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
26© comScore, Inc. Proprietary and Confidential. 57.3 20.3 16.5 13.5 11.6 10.6 10.3 10.1 7.1 6.6 YOUTUBE.COM MUSICA.COM VEVO AOL Music Batanga Viacom Digital MSN Entertainment… CBS Interactive .FOX DAILYMOTION.COM 117.4 10.3 10.3 3.8 24.9 7.9 3.8 5.8 11.8 4.2 YOUTUBE.COM MUSICA.COM VEVO AOL Music Batanga Viacom Digital MSN Entertainment… CBS Interactive .FOX DAILYMOTION.COM Top Entertainment Sites: Argentina % Reach Top Entertainment Sites: Argentina Average Minutes per User YouTube and Music Sites Top Entertainment Sites in Argentina YouTube continues to be very popular in Argentina, and music sites are unsurprisingly also very popular in the country. Vevo, in particular, has been successful in penetrating this market. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
27© comScore, Inc. Proprietary and Confidential. Above-Average Online Gaming Indicative of Older Audience It may be surprising to some that an above-average interest in Online Gaming in Argentina may be indicative of its generally older audience, when compared to the rest of Latin America. Online Gaming has long been considered the province of young males, but recently, older and mid-aged women have become increasingly likely to visit the category. This is due to the availability and popularity of casual, board, and solitaire games such as Scrabble, Sudoku, and crosswords, as well as their increasingly common tie-ins to Social Networks for online gaming with friends. Online Gaming % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 38% 33% 42% 42% 41% 41% 39% 45% 40% 45% 48% 28% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
28© comScore, Inc. Proprietary and Confidential. ARGENTINA: ONLINE SEARCH ACTIVITY Argentinean Searchers 12 million unique searchers 94% of Argentinean Internet population Average 142.6 searches per searcher Total Searches in Argentina 1.7 billion searches 2.5 billion search result pages 408 million search visits Share of Searches by Property Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, August 2010 qSearch August 2010 Google Sites 83% FACEBOOK.COM, 7% CONDUIT.COM, 4% Yahoo! Sites, 2% Microsoft Sites, 1% All Others, 2%
29© comScore, Inc. Proprietary and Confidential. ARGENTINA H/M/L SEGMENTS The heaviest Internet users consume the vast majority of pages. How do you reach the lightest Internet users? Share of Total Visits, Minutes, and Pages by Heaviness of Internet Usage Segment Metrix August 2010 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Segment Metrix, August 2010 50% 12% 7% 8% 30% 37% 30% 31% 20% 51% 63% 61% Unique Visitors Visits Minutes Pages Heavy Moderate Light

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State of the Internet – Argentina (via comScore)

  • 1. November 2010 State of the Internet – Argentina Sebastian Yoffe, Country Manager Argentina & Uruguay, comScore Inc.
  • 2. 2© comScore, Inc. Proprietary and Confidential. comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics The Only Global Measurement of Audience and E-commerce 170+ Countries Under Measurement 43 Markets Reported 2 Million Person Panel 360°View of Person Behavior V0910
  • 3. 3© comScore, Inc. Proprietary and Confidential. comScore History of Leadership and Innovation To measure the search market To measure video streaming To provide behavioral ad effectiveness To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data To meter mobile user behavior 1st To Unify census + panel measurement To deliver a worldwide Internet audience measurement Global Shaper Company 2010 V0910
  • 4. 4© comScore, Inc. Proprietary and Confidential. Global Coverage, Local Presence comScore Locations V0910
  • 5. 5© comScore, Inc. Proprietary and Confidential. Worldwide UDM™ Penetration July 2010 Penetration Data Europe Austria 80% Belgium 85% Switzerland 84% Germany 84% Denmark 82% Spain 90% Finland 85% France 91% Ireland 91% Italy 80% Netherlands 88% Norway 84% Portugal 86% Sweden 85% United Kingdom 90% Asia Pacific Australia 91% Hong Kong 88% India 84% Japan 73% Malaysia 87% New Zealand 88% Singapore 91% North America Canada 94% United States 91% Latin America Argentina 94% Brazil 92% Chile 94% Colombia 95% Mexico 93% Puerto Rico 92% Middle East & Africa Israel 93% South Africa 73% Percentage of Machines Included in UDM Measurement V0910
  • 6. 6© comScore, Inc. Proprietary and Confidential. Some of Our Largest Clients in Latin America Include… V0910
  • 7. 7© comScore, Inc. Proprietary and Confidential. Asia Pacific, 40% Europe, 28% North America, 16% Latin America, 8% Middle East - Africa, 8% Distribution of Global Internet Audience Web users 15+ Accessing from a Home or Work Computer Latin America and MidEast-Africa Are Growing Rapidly The composition of the global online audience is constantly changing. The Latin American Internet audience grew 18% in the past year, and represents 8% of the global Internet audience. The online audiences in developing nations will continue to grow as internet penetration increases in those regions. Y/Y +32% Y/Y +7% Y/Y +9% Y/Y +7% Y/Y +18% Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 8. 8© comScore, Inc. Proprietary and Confidential. 31.5 13.8 11.5 8.8 6.4 2.1 1.0 37.5 16.7 12.8 11.7 7.3 2.6 1.2 Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico Aug-2009 Aug-2010 Argentina’s Growth Still High, but Outpaced by Others in Region +19% YOY Growth +21% +11% +33% +13% +26% +16% With Internet usage already relatively mature in Argentina, it’s not surprising that growth there is leveling off when compared to others in region. The largest percentage growth was seen in Colombia, which increased its web H&W audience by 33% from Aug 09 to Aug 2010. In absolute terms, of course, Brazil added the most users, with a growth rate of 19% translating to 6 million new H&W web users in the past year. Internet Population (in Millions) Web Users 15+ Accessing from Home and Work Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 9. 9© comScore, Inc. Proprietary and Confidential. Internet Population Growth & Consumption Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2009 to July 2010 11.2 11.5 11.8 12.1 12.3 12.5 12.6 12.7 12.7 12.7 12.7 12.8 12.8 23.4 21.5 21.6 21.6 21.3 22.2 22.4 22.9 26.8 27.1 27.2 25.6 26.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 10.0 10.5 11.0 11.5 12.0 12.5 13.0 Total Unique Visitors (MM) Hours per Visitor
  • 10. 10© comScore, Inc. Proprietary and Confidential. Internet User Profile Age Gender % Composition of Argentinian Internet Population Average Hours per Visitor Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, July 2010 15-24 28.0 % 25-34 25.5 % 35-44 17.6 % 45-54 15.6 % 55+ 13.2 % 31.1 23.5 23.4 24.1 25.4 15-24 25-34 35-44 45-54 55+ M 51.5% F 48.5% 25.3 26.7 M F
  • 11. 11© comScore, Inc. Proprietary and Confidential. Age Distribution Correlates with Internet Penetration Demographic Distribution of Internet Users By Age 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 Countries with High Internet Penetration Medium Internet Penetration Low Internet Penetration Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2010 26% 28% 29% 48% 45% 49% 26% 26% 35% 23% 23% 25% 21% 17% 21% 19% 17% 16% 15% 16% 11% 8% 10% 8% 12% 13% 5% 5% Chile Argentina Brazil Colombia Mexico Venezuela 15-24 25-34 35-44 45-54 55+
  • 12. 12© comScore, Inc. Proprietary and Confidential. Top 10 Properties account for two-thirds of all time spent online in Argentina Top Internet Properties in Argentina % Reach of Argentinean Internet Population Average Minutes Per Visitor Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 92.4 88.6 79.7 50.0 46.6 45.2 41.4 39.1 33.0 32.8 Microsoft Sites Google Sites FACEBOOK.COM Yahoo! Sites Grupo Clarin TARINGA.NET MercadoLibre Wikimedia… Terra - Telefonica Grupo La Nacion 516.0 169.7 316.7 46.8 53.6 23.4 46.6 10.0 12.6 28.6 Microsoft Sites Google Sites FACEBOOK.COM Yahoo! Sites Grupo Clarin TARINGA.NET MercadoLibre Wikimedia… Terra - Telefonica Grupo La Nacion
  • 13. 13© comScore, Inc. Proprietary and Confidential. Reach of Key Categories Percent of Argentinean Internet Population Visiting 20 Key Site Categories Argentinian Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 87.3% 86.9% 76.5% 73.1% 72.7% 68.5% 68.4% 67.6% 63.2% 62.8% Search/Navigation Social Networking e-mail Instant Messengers Photos Directories/Resources News/Information Multimedia Blogs Retail 60.8% 55.2% 53.8% 53.0% 35.6% 33.8% 28.4% 25.3% 24.0% 23.7% Community Games Downloads Technology Sports Business/Finance Education TV Travel Automotive
  • 14. 14© comScore, Inc. Proprietary and Confidential. Share of Time on Key Site Categories Together, these 20 categories comprise 76.3% of all time spent online Share of Total Argentinean Internet Minutes on 20 Key Site Categories Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 2.4% 19.1% 10.2% 22.3% 2.5% 1.1% 3.7% 4.9% 0.8% 2.0% Search/Navigation Social Networking e-mail Instant Messengers Photos Directories/Resources News/Information Multimedia Blogs Retail 1.0% 2.9% 0.7% 0.4% 0.9% 0.5% 0.1% 0.2% 0.2% 0.3% Community Games Downloads Technology Sports Business/Finance Education TV Travel Automotive
  • 15. 15© comScore, Inc. Proprietary and Confidential. Older Audience Generates More Demand for News/Info Online In light of the demographic distribution of Argentina’s and Chile’s Internet populations, it is not surprising that those two countries lead the region in visiting to News and Information sites. Along with Business/Finance and Retail, these categories are among those that are most likely to be visited by older web users. News/Information % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 63% 56% 67% 79% 61% 65% 60% 68% 57% 58% 53% 53% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 16. 16© comScore, Inc. Proprietary and Confidential. Top News/Info Sites: Argentina % Reach Top News/Info Sites: Argentina Average Minutes per User Many News/Info Providers Give Wide Range of Choice Grupo La Nacion and Clarin.com lead the News/Information category in terms of reach. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 47.7 30.5 10.5 10.2 6.7 6.3 5.8 5.0 3.8 3.7 Grupo Clarin Grupo La Nacion Grupo Perfil INFOBAE.COM Yahoo! News Network ELMUNDO.ES MSN News LAVOZ.COM.AR Diario El Dia Hispanic Digital Network 56.9 22.9 26.1 30.1 6.9 3.2 2.9 31.6 45.4 33.8 Grupo Clarin Grupo La Nacion Grupo Perfil INFOBAE.COM Yahoo! News Network ELMUNDO.ES MSN News LAVOZ.COM.AR Diario El Dia Hispanic Digital Network
  • 17. 17© comScore, Inc. Proprietary and Confidential. Argentina 3rd behind Chile and Venezuela for Social Networking Reach Social Networking is relatively high throughout the region, though highest in Chile, where reach is at 92 percent. Argentina’s reach matches the regional average. Social Networking % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 71% 51% 83% 88% 87% 86% 87% 87% 86% 92% 89% 83% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 18. 18© comScore, Inc. Proprietary and Confidential. 79.7 29.2 16.9 12.5 9.6 6.6 5.3 4.5 3.8 3.7 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM 316.7 4.8 33.4 21.7 12.6 1.9 12.2 27.9 101.8 9.6 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM Top Social Networks: Argentina % Reach Top Social Networks: Argentina Average Minutes per User High Social Networking Reach in Argentina is Driven by Facebook Facebook is the clear Social Networking leader in Latin America, both in terms of reach and usage. Photo sharing sites are also very popular in the region. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 19. 19© comScore, Inc. Proprietary and Confidential. Significant Growth for Facebook and Twitter in the past year 79.7 29.2 16.9 12.5 9.6 6.6 5.3 4.5 3.8 3.7 56.9 28.3 26.9 2.5 9.5 3.5 0.7 11.6 3.8 2.5 FACEBOOK.COM Windows Live Profile FOTOLOG.COM TWITTER.COM SONICO.COM SLIDESHARE.NET LINKEDIN.COM METROFLOG.COM BADOO.COM NING.COM Aug-10 Aug-09 Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 Social Networks % ReachTwitter’s reach increased fivefold in Argentina in the past year. Facebook also made significant increases over the same time period. Visiting to Fotolog and Metroflog declined significantly in the past year, perhaps due to users’ relying more on Facebook’s photo sharing capabilities rather than using a separate service.
  • 20. 20© comScore, Inc. Proprietary and Confidential. IM is Key Communication Channel for Web Users in Argentina Instant Messengers take up a large percent of Argentinean web users’ time online. Seven out of ten web users in Latin America used an Instant Messenger in August, a rate that is much higher than elsewhere in the world. Within Latin America, Argentina’s 73 percent IM reach is roughly on par with Brazil and Colombia’s. Instant Messengers % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 49% 49% 46% 32% 72% 72% 79% 73% 71% 68% 63% 38% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 21. 21© comScore, Inc. Proprietary and Confidential. 66.5 2.7 2.6 0.9 0.6 0.4 0.4 0.4 0.2 0.2 Windows Live Messenger EBUDDY.COM Yahoo! Messenger Skype Instant… PLUGOO.COM Meebo Messenger IM SOMOSMESSENGER… XFire Google Talk (App) SIGHTSPEED.COM 469.4 17.8 52.2 55.3 3.2 7.0 1.1 1.6 165.1 12.2 Windows Live Messenger EBUDDY.COM Yahoo! Messenger Skype Instant… PLUGOO.COM Meebo Messenger IM SOMOSMESSENGER… XFire Google Talk (App) SIGHTSPEED.COM Skype Instant Messenger (App) Skype Instant Messenger (App) SOMOSMESSENGERSIEMPRE.COM SOMOSMESSENGERSIEMPRE.COM Top Instant Messengers: Argentina % Reach Top Instant Messengers: Argentina Average Minutes per User IM Services in Argentina Provided Primarily by Microsoft Windows Live Messenger accounts for the vast majority of Instant Messenger usage in Argentina. Skype, Google Talk, and Yahoo! Messenger also get significant usage on a per-user basis. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 22. 22© comScore, Inc. Proprietary and Confidential. Online Retail Still in Infancy in Latin America Retail % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 E-Commerce is still in its infancy in most of Latin America, but it’s clear that consumers visit retail/product sites and comparison shop online even when they are not yet confident of the security of online transactions, or would otherwise prefer to make their actual purchases offline. Among the Latin American countries, the relative maturity of Argentina’s Internet audience is not necessarily reflected in its rate of visiting to Retail sites. Brazil still far outpaces the rest of the region when it comes to shopping and researching purchases online. 64% 57% 71% 82% 64% 71% 63% 63% 54% 58% 55% 63% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 23. 23© comScore, Inc. Proprietary and Confidential. Online Travel in Latin America is Also Still Developing Travel % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 Like online retail, the use of online travel sites is still very infrequent in Latin America. Less than a quarter of web users in Latin America use Online Travel sites, which include Travel Information sites as well as Flight, Hotel, Car Rental, and Cruise sites. Penetration of roughly 24% is similar among all countries in Latin America, with Puerto Rico’s being slightly higher and Venezuela’s slightly lower. 32% 23% 42% 46% 23% 24% 25% 24% 20% 22% 18% 27% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 24. 24© comScore, Inc. Proprietary and Confidential. 3.3 2.8 2.1 1.7 1.6 1.5 1.2 1.1 0.8 0.8 DESPEGAR.COM Expedia Inc RUTA0.COM LanChile S.A. COMOVIAJO.COM AEROLINEAS.COM.AR … Priceline.com Incorporated … PARAGUAY.COM 11.3 4.7 6.5 11.9 6.5 8.2 2.4 6.5 7.1 1.8 DESPEGAR.COM Expedia Inc RUTA0.COM LanChile S.A. COMOVIAJO.COM AEROLINEAS.COM.AR … Priceline.com… … PARAGUAY.COM Top Travel Sites: Argentina % Reach Top Travel Sites: Argentina Average Minutes per User Individual Travel sites’ Penetration Rates Still in Low Single Digits Twenty-four percent reach for the entire category translates to individual sites’ penetration rates in the low single digits. Latin American travel site Despegar.com leads the category. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010 ARGENTINATURISMO.COM.AR ARGENTINATURISMO.COM.AR TURISMOENTRERIOS.COM TURISMOENTRERIOS.COM Priceline.com Incorporated
  • 25. 25© comScore, Inc. Proprietary and Confidential. Entertainment Sites Draw a Significant Audience Eighty-two percent of web users in Latin America visited an Entertainment site in September. Even in countries where Internet penetration and broadband availability are low, there is a high level of interest in this category. Visiting to Entertainment sites is typically led by Multimedia and sites that serve video or music content. Online video and music are also propagated more readily in regions and countries where Social Network usage is high, which is certainly the case in Latin America. Entertainment % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 79% 72% 84% 87% 82% 80% 84% 80% 81% 84% 80% 76% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 26. 26© comScore, Inc. Proprietary and Confidential. 57.3 20.3 16.5 13.5 11.6 10.6 10.3 10.1 7.1 6.6 YOUTUBE.COM MUSICA.COM VEVO AOL Music Batanga Viacom Digital MSN Entertainment… CBS Interactive .FOX DAILYMOTION.COM 117.4 10.3 10.3 3.8 24.9 7.9 3.8 5.8 11.8 4.2 YOUTUBE.COM MUSICA.COM VEVO AOL Music Batanga Viacom Digital MSN Entertainment… CBS Interactive .FOX DAILYMOTION.COM Top Entertainment Sites: Argentina % Reach Top Entertainment Sites: Argentina Average Minutes per User YouTube and Music Sites Top Entertainment Sites in Argentina YouTube continues to be very popular in Argentina, and music sites are unsurprisingly also very popular in the country. Vevo, in particular, has been successful in penetrating this market. Argentinean Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, August 2010
  • 27. 27© comScore, Inc. Proprietary and Confidential. Above-Average Online Gaming Indicative of Older Audience It may be surprising to some that an above-average interest in Online Gaming in Argentina may be indicative of its generally older audience, when compared to the rest of Latin America. Online Gaming has long been considered the province of young males, but recently, older and mid-aged women have become increasingly likely to visit the category. This is due to the availability and popularity of casual, board, and solitaire games such as Scrabble, Sudoku, and crosswords, as well as their increasingly common tie-ins to Social Networks for online gaming with friends. Online Gaming % Reach Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, September 2010 38% 33% 42% 42% 41% 41% 39% 45% 40% 45% 48% 28% Worldwide Asia Pacific Europe North America Latin America Brazil Mexico Argentina Colombia Chile Venezuela Puerto Rico
  • 28. 28© comScore, Inc. Proprietary and Confidential. ARGENTINA: ONLINE SEARCH ACTIVITY Argentinean Searchers 12 million unique searchers 94% of Argentinean Internet population Average 142.6 searches per searcher Total Searches in Argentina 1.7 billion searches 2.5 billion search result pages 408 million search visits Share of Searches by Property Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, August 2010 qSearch August 2010 Google Sites 83% FACEBOOK.COM, 7% CONDUIT.COM, 4% Yahoo! Sites, 2% Microsoft Sites, 1% All Others, 2%
  • 29. 29© comScore, Inc. Proprietary and Confidential. ARGENTINA H/M/L SEGMENTS The heaviest Internet users consume the vast majority of pages. How do you reach the lightest Internet users? Share of Total Visits, Minutes, and Pages by Heaviness of Internet Usage Segment Metrix August 2010 Argentinean Internet Audience 15+ accessing Internet from Home or Work Source: comScore Segment Metrix, August 2010 50% 12% 7% 8% 30% 37% 30% 31% 20% 51% 63% 61% Unique Visitors Visits Minutes Pages Heavy Moderate Light