Panel of 2MM

This special webinar was
broadcast live on April 28th
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Data Sourced From comScore’s Global Panel of 2MM
Internet Users Worldwide
A Global Measurement of Audience and e-Commerce
360°
° View of Consumer Behavior
Web Visiting
and Viewing
37
Demographics
Life Stages
Online
Transactions
Streaming
Video
Search
Behavior
Individually Reported Countries
172 Countries with Sample Presence
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Media
Exposure
2
1,100 + Blue Chip Clients
Internet
Agencies
Telecom
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Financial
Retail
Travel
CPG
Pharma
Technology
3
Strong Track Record of Innovation
to Provide Behavioral Ad
Effectiveness (Campaign Metrix)
Video Streaming Measurement
(Video Metrix)
to Deliver a Worldwide Internet Audience
Measurement (World Metrix)
to Measure the Search Market
(qSearch)
to Build and Project from 2M+
Longitudinal Panel
to Monitor and Report
eCommerce Data
External Recognition
WORLD ECONOMIC
FORUM
Technology
Pioneer
2007
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Top 100
Innovative Companies
December 2004
World’s Largest
Windows Database
December 2001,
2003, 2005
4
The US Now Accounts For Less Than a Fifth of the
Worldwide Internet Population
■ Twelve years ago in 1996, two-thirds of the world’s online population was in the U.S.
Regional Distribution of
World Online Population
Online Population by Geography
Rest of the
World
YOY
Growth
34%
83%
United
States
Non-U.S.
+12.4%
66%
`
17%
1996
U.S.
+3.4%
2008
Source: comScore World Metrix, September 2008
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5
Latin America continues growth
■ Growth has slowed in North America and
Europe
■ Asia Pacific continues to show strong
growth on a large base
■ Latin America and the Middle East/Africa
are now the high-growth regions globally
Worldwide Online Population
Millions of
Internet Users
+6.1%
949.6
1,007.7
July 2008
Worldwide
Dec 2008
Online Populations by Region
Millions of Internet
Users
+8.6%
383.4
416.3
+5.4%
+0.5%
268.2
282.7
184.2
185.1
+8.2%
69.2
Asia Pacific
Europe
North America
+9.5%
74.9
Latin America
44.5
48.8
Middle East - Africa
Source: comScore World Metrix, Dec 2008
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6
Mexico is second-largest web population in Lat Am
■ Mexico has the second-largest Internet population in the region, with 12.7 million home and
work users over age 15, and a total of 24.7 million users in the Extended Universe
■ Average user in Mexico clocks 23.2 hours/month, more than the worldwide average
Internet Users (MM)
in Latin America
Total Online Hours per Visitor
Latin America
WW Avg: 22.3
63.8
28.6
Brazil
24.0
Brazil
Mexico
12.7
9.9
Argentina
7.5
Colombia
Puerto Rico
Extended Universe
estimate, including
users under 15 or
using shared
computers
5.9
Chile
Venezuela
24.7
1.9
0.9
Mexico
23.2
Argentina
23.1
24.6
Colombia
20.4
Chile
23.5
Venezuela
Puerto Rico
15.3
Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, February 2009
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Comparison to Other Countries Outside Region
■ 15+ Home and Work populations in the Netherlands and Australia are roughly the same
size
■ Mexican Internet users spend more time online than users in Italy, Australia, and Taiwan
Internet Users (MM)
Total Online Hours per Visitor
WW Avg: 22.4
Italy
21.1
Spain
Mexico
18.3
12.7
Italy
Spain
12.0
Netherlands
Australia
11.9
Australia
11.2
25.4
Mexico
Netherlands
Taiwan
18.9
Taiwan
23.2
25.0
19.0
16.2
Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, February 2009
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8
Mexicans, Like Audiences Worldwide, Prefer to
Consume Content in their Native Language
Distribution of Pages Viewed by Language
Puerto Rico
Venezuela
Mexico
Colombia
Argentina
Chile
Brazil
Source: comScore Custom Analysis of Page Views by Language, February 2008
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9
This represents an opportunity for Mexican
publishers to gain a larger share of the local market
Top Properties in Mexico
■ Most popular web
properties in Mexico are
based in the U.S.
■ Content developed for
US hispanic market
does double duty for
MSN/Google/Yahoo and
gave them first mover
advantage
■ Televisa is the top local
site represented in the
Top 20
■ MONOGRAFIAS.COM
in the Top 20 is
indicative of a young
Internet population
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MEX
Total Internet : Total Audience
Microsoft Sites
Google Sites
Yahoo! Sites
MercadoLibre
Wikimedia Foundation Sites
Batanga
HI5.COM
WordPress
Fox Interactive Media
Orange Sites
Terra – Telefonica
FACEBOOK.COM
Televisa Digital Sites
NetShelter Technology Media
Apple Inc.
MONOGRAFIAS.COM
MUSICA.COM
Hispavista Sites
Sonico Inc.
TARINGA.NET
Total Unique
Visitors (000)
% Reach in
Mexico
12,746
10,786
10,361
6,962
5,676
5,197
4,102
3,929
3,213
2,785
2,753
2,534
2,410
2,348
2,299
2,229
2,187
2,131
1,941
1,936
1,890
100.0
84.6
81.3
54.6
44.5
40.8
32.2
30.8
25.2
21.9
21.6
19.9
18.9
18.4
18.0
17.5
17.2
16.7
15.2
15.2
14.8
10
Traffic to Mexican Properties from Other Regions
■ Univision, by far, has the largest reach of audiences outside Mexico and Latin America
Grupo Carso
UNIVISION.
COM
Televisa
Digital Sites
UNAM.MX
El Universal
de Mexico
TVAZTECA.
COM
98%
57%
75%
90%
87%
89%
Brazil
31%
1%
1%
0%
0%
0%
Mexico
20%
19%
44%
58%
62%
75%
Argentina
9%
6%
4%
3%
4%
0%
Colombia
8%
8%
6%
10%
4%
2%
Chile
2%
4%
3%
1%
2%
0%
Puerto Rico
0%
2%
1%
0%
0%
0%
Venezuela
0%
2%
2%
2%
1%
1%
27%
16%
15%
15%
13%
10%
North America
1%
30%
13%
2%
5%
8%
United States
1%
29%
12%
1%
4%
8%
Canada
0%
1%
1%
0%
1%
0%
Europe
1%
13%
11%
8%
8%
2%
Spain
0%
10%
7%
7%
7%
1%
Rest of Europe
0%
3%
4%
2%
1%
1%
Latin America
Rest of Latin America
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11
How the World Uses the Internet
Average Internet Growth = 6.1%
“On-ramp”
categories
Global Reach
- Portals
- Search
Utility & Content
- Email & IM
- Retail
- Business/Finance
- General News
- Travel
- Sports
- Auto
Web 2.0
“Casualties”
Low Reach,
Negative Growth
Everyone uses it:
High Reach,
Flat Growth
- Community
- Personals
- Retail Movies
- Retail Music
- Entertainment
- Multimedia
- Gaming
Mainstream,
MidReach,
Flat Growth
Approaching Mainstream,
High Growth
Web 2.0
- Social Networks
- Blogs
- Photos
- Reference
- Extended Web
Growing Reach,
Very Fast Growth
Category Growth
Source: comScore World Metrix, December 2008
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12
Mexico Indexes for Key Categories
Entertainment
“On-ramp” categories
Portals
94
Search/Navigation
92
157
Entertainment
94
101
Multimedia
105
Online Gaming
High Reach, Flat Growth
176
159
87
70
Approaching Mainstream, High Growth
Utility & Content
106
123
148
142
e-mail
Instant Messengers
Retail
News/Information
Travel
Sports
97
57
78
52
76
44
74
73
Mainstream, MidReach, Flat Growth
Web 2.0
106
109
Reference
102
102
Social Networking
Blogs
57
105
Growing Reach, Very Fast Growth
Reach Index
Time Index
Source: comScore World Metrix, February 2009
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13
Highest-Indexing Web Categories
■ As in many developing Internet
markets, Mexico shows a strong
focus on Communications: Instant
Messengers, e-mail,
Discussion/Chat, Social
Networking, and e-Cards
■ Visiting to Education sites is above
average, reflecting the young profile
of the market
■ Online newspaper visiting is above
average
■ And while Social Networking and
Multimedia are very popular in
Mexico, penetration rates hover
around the global average
Mexico: Highest-Indexing Web Categories
(Ranked by Index compared to WW Reach)
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72.2
Instant Messengers
121
6.6
115
17.6
Computer Hardware
113
33.9
Discussion/Chat
Flowers/Gifts/Greetings
125
26.3
Classifieds
Transactions
131
19.3
Kids
Religion/Spirituality
133
43.3
Education
111
2.3
108
7.6
106
35.0
Newspapers
148
141
23.7
Information
73.8
e-mail
106
Reference
51.3
106
Blogs
52.3
105
Social Networking
64.6
102
Multimedia
66.0
101
Jewelry/Luxury Goods/Accessories
Source: comScore World Metrix, January 2009
220
12.3
e-cards
100
3.0
Mexico Reach
WW Reach
14
Profile of the Mexican Internet Audience
■ Internet users in Mexico skew dramatically young: 71 percent of Mexico’s online
population is under the age of 34, compared to 52 percent of the Worldwide
population
Distribution of Internet Users
MX
48%
LA
23%
35%
WW
26%
0%
Persons: 15-24
15%
28%
19%
26%
20%
Persons: 25-34
40%
22%
60%
Persons: 35-44
9% 6%
11% 7%
14%
12%
80%
100%
Persons: 45-54
Persons: 55+
Source: comScore World Metrix, January 2009
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15
Youngest Internet users spend the most time
online in Mexico
■ Young Internet users in Mexico spend far more time online than other young Internet
users worldwide – the average 15-24 year old internet user in Mexico spends 26.6
hours online per month, five more hours than the average 15-24 year old
■ Mexican Internet users in older age groups spend less time online when compared
with their contemporaries elsewhere, particularly in the 45-54 age group
Hours Online by Age Group
26.6
30.0
25.0
26.3
22.6
22.5
21.3
20.7
Persons: 15-24
Persons: 25-34
26.8
23.3 24.2 23.3
26.1
24.2
21.8
22.5
24.3
20.0
15.0
10.0
5.0
Persons: 35-44
WW
LA
Persons: 45-54
Persons: 55+
MX
Source: comScore World Metrix, January 2009
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16
The “Age Divide” in Mexican Internet Usage
15-24 year olds
(48% of Internet Population)
Everyone else
(52% of Internet Population)
• Visit a larger number and a wider
variety of websites
• Spend less time overall and visit
fewer sites than younger cohorts
• Currently drive the popularity of
Entertainment, Multimedia, Social
Networking, and Photo Sites in
Mexico
• Make up more than their “fair
share” of visiting to News,
Business/Finance, Banking,
Weather, and Travel Sites
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17
Online Entertainment in Mexico
■ While Entertainment reach is slightly below the WW average, usage is well above the
global average
■ Multimedia sites lead amongst Entertainment subcategories both in terms of reach
and usage, but heaviest users are in Multimedia and Kids categories
■ Popularity of subgenres are driven by different age groups
Entertainment Visiting & Engagement
% Reach
WW Avg: 80.9
Entertainment - Full
Category
41.1
Entertainment - Movies
23.6
TV
19.4
Kids
19.3
Radio
11.1
8.7
WW Avg: 15.4
17.4
261.1
66.0
Entertainment - Music
Entertainment - News
WW Avg: 148.3
76.0
Multimedia
Visits per Visitor
Minutes per Visitor
9.4
159.9
4.2
27.0
11.1
12.8
46.2
5.3
17.7
3.0
2.4
3.3
2.1
2.6
Source: comScore World Metrix, February 2009
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18
Clear Appetite for Multimedia, Especially Video
Multimedia Sites
■ Multimedia is clearly very important to Mexico’s
online landscape
% Reach
YOUTUBE.COM
STARTVG.COM
14.3
iTunes Software (App)
14.3
■ Mexico is only behind Canada and the U.K. in
terms of % of population that visits global
multimedia site YouTube
■ Look to innovation by Mexican publishers in
the future, for example from Televisa’s
tvolucion, in addition to “YouTube-ish” sites
that follow the same model
53.4
WindowsMedia
MSN Video
10.5
8.6
Real.com Network
6.0
Winamp
5.1
Yahoo! Video
3.3
DALEALPLAY.COM
3.2
Televisa Digital
3.0
Countries w/ Highest Youtube Reach
WW Average
Canada
United Kingdom
#3
36.3
66.6
56.1
Mexico
53.4
Singapore
53.4
Finland
53.1
Sweden
52.3
Source: comScore World Metrix, February 2009
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19
Fragmented Social Network Landscape
■ The full category reaches 64.6% of the Mexican audience, on par with WW reach
■ There is not a clear leader: lots of functional overlap with photo sharing sites, which are
actually the SNs with the highest usage (Metroflog, Fotolog)
Social Networking Sites in Mexico
% Reach
Minutes per Visitor
HI5.COM
30.8
METROFLOG.COM
30.1
FACEBOOK.COM
107.6
11.8
FOTOLOG.COM
8.6
WAMBA.COM
7.7
15.1
96.2
11.0
101.8
17.1
SONICO.COM
8.7
193.6
18.9
MySpace Sites
Visits per Visitor
7.2
12.4
3.4
136.4
6.9
11.9
2.1
MSN Groups
3.3
3.7
1.6
SLIDESHARE.NET
3.2
2.9
1.4
DEVIANTART.COM
3.0
7.6
2.0
Source: comScore World Metrix, February 2009
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20
Facebook is Showing Phenomenal Growth
■ Facebook’s growth in Mexico outpaces its global growth by almost 2x
■ At the current growth rates, Facebook will be the #1 Social Network in Mexico as early
as June 2009
% Reach of Top Social Networks in Mexico
YOY GROWTH
HI5.COM: +30.3%
METROFLOG.COM: +2.2%
FACEBOOK: +208.7%
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21
News/Information Sites poised to grow
■ Older Internet users are more likely to visit News/Information sites, and as the Mexican
internet market matures and overall web adoption increases, that segment of the market
will drive growth in News and Information categories
■ Current economic climate will drive additional overall growth to the category
News/Information Sites in Mexico
% Reach
MSN News & Weather
10.9
El Universal de Mexico
6.0
Yahoo! News
5.5
OEM.COM.MX
4.7
ELPAIS.COM
4.3
3.1
INFORMADOR.COM.MX
2.8
CNN
2.8
Visits per Visitor
4.5
2.3
28.0
9.5
ELMUNDO.ES
MILENIO.COM
Minutes per Visitor
3.1
1.9
1.9
5.4
2.4
13.3
2.2
2.5
1.3
8.1
10.5
7.7
2.1
2.1
1.8
Source: comScore World Metrix, February 2009
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22
Sports Sites
■ Overall, Sports site visiting is below average in Mexico: 23.7% of the online population
visited a Sports site, compared to the WW average of 31.9% Sports visiting
■ Represents a large opportunity in this soccer-loving country
Sports Sites in Mexico
% Reach
Minutes per Visitor
FOX Sports on MSN
5.7
Televisa Deportes
4.9
MEDIOTIEMPO.COM
4.8
Yahoo! Sports
4.5
ESPN
AZTECADEPORTES.COM
Visits per Visitor
2.2
8.0
4.0
28.1
5.3
49.2
2.1
6.2
3.2
4.0
25.7
1.3
2.0
11.1
ROJADIRECTA.COM
1.0
VEFUTBOL.COM.MX
0.9
2.8
Sportgenic
0.8
3.6
FEMEXFUT.ORG.MX
0.7
2.5
31.1
2.9
1.4
42.4
2.7
Source: comScore World Metrix, February 2009
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23
eCommerce still in its early stages in Mexico
■ Mexico makes up 15% of the Latin American population but only 8% of online dollars
■ Buyer Penetration in Mexico is 2%, compared to 6% in Brazil, 12% in Puerto Rico
Mexico vs. WW Average
Retail Category Reach
14.1
Comparison Shopping
12.8
Books
10.0
12.2
Computer Software
7.6
7.0
Flowers/Gifts/Greetings
Tickets
5.4
5.5
Apparel
4.9
Retail - Music
4.9
5.5
Jewelry/Luxury Goods/Accessories
Mexico Reach
MercadoLibre
17.6
15.3
Computer Hardware
Consumer Electronics
Top Retail Sites
in Mexico
4.5
3.0
3.0
WW Reach
14.7
25.0
23.7
44.5
Apple.com Worldwide Sites
7.0
Amazon Sites
6.6
PAGUITO.COM
6.1
BuscaPe.com Inc.
5.1
AmericanGreetings Property
4.3
Ticketmaster
3.4
CIAO.ES
3.1
Hewlett Packard
2.8
TUBREVEESPACIO.COM
2.5
14.6
Source: comScore, Q4 2008
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24
Summary of Key Findings
■ Since 1996, the proportions have shifted: in 96, two-thirds of the world’s online
population was in the United States; now, the U.S. accounts for only 20% of worldwide
Internet users
■ Traditional Media will move to digital, esp in the current economic climate; the Internet
audience will get proportionally older as adoption grows and costs (access, hardware)
decrease
■ The field is still wide open in Social Networking, and photos are clearly becoming a
common/popular entry point for UGC
■ E-commerce and online Retail still have a long way to go and could represent a terrific
long-term opportunity for new players in this space
■ Tremendous opportunity remains for Mexican publishers. It will be important for them to
continue to embrace the digital platform and to keep developing their local and
international online audiences
■ Yes, the current early-adopter audience is young, and they are doing what you would
expect (multimedia, communicating, social networking). Older generation will develop
quickly, and represent a solid opportunity, particularly in “content-oriented” categories
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Thank you! Time for questions!
Please note, this presentation will be available for download at comscore.com/slides
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