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CONTENTS
A Growing Consumer Class: The surge of the class C Internet: Audience size, future growth, sites with most reach, user attitudes toward Internet advertising, average CTRs in region and in major markets Social Media: Use, most popular sites, reach, influence on consumer purchase decisions
E-commerce: Total sales for 2012, growth since 2003, projected growth in key Latam markets, most popular products Mobile Market: Penetration of mobile phones, smartphones & tablets, the triple-digit growth of mobile Internet in Latin America and response to mobile advertising
In the past decade, more than 50 million people have joined the middle class in Latin America.
1 in 3
Families in Latin America are middle class
Source: The World Bank, Economic Mobility and the Rise of the Latin American Middle Class
LATIN AMERICAS MIDDLE CLASS (CLASS C) HAS BECOME A SIGNIFICANT PORTION OF THE POPULATION IN SEVERAL KEY MARKETS.
60% 50% 40%
55%
52%
47%
33% 31%
30%
32%
28%
Classes AB Class C
21%
20%
13%
10% 0%
7% 3%
Argentina Brazil Chile Colombia
7%
Mexico
Peru
Sources: 1United Nations, 2World Bank, 3Cetelam report O Observador Brasil 2012, 4Consultora W, 5Departamento Administrativo Nacional de Estadstica, 6Asociacion Mexicana de Agencias de Investigacion de Mercados y Opinin Pblica, 7Asociacin Peruana de Empresas de Investigacin de Mercados, 8Novomerc Chile
40,000,000 105,000,000
Brazilians were Class C in 2011
of the population
55%
In 2014
Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular
58%
2012
2015
TV, OUT-OF-HOME AND RADIO HAVE THE DEEPEST PENETRATION IN MANY LATIN AMERICAN COUNTRIES BUT INTERNET IS GROWING SIGNIFICANTLY.
Penetration by Medium, 2011
Free TV Argentina
95%
Pay TV
71%
Radio
68%
Newspapers
43%
Magazines
21%
OOH
91%
Internet
54%
Brazil
Chile Colombia Costa Rica
97%
99% 94% 97%
35%
60% 78% 58%
76%
73% 68% 77%
34%
48% 39% 81%
40%
35% 32% 13%
86%
90% 91% 94%
44%
64% 63% 41%
Ecuador
Guatemala Mexico Panama
98%
85% 97% 94%
24%
63% 36% 50%
80%
86% 54% 62%
65%
74% 27% 69%
41%
8% 27% 12%
99%
99% 98% 70%
55%
26% 48% 51%
Peru
Puerto Rico
98%
87%
64%
54%
84%
84%
69%
73%
23%
22%
100%
97%
60%
44%
2013 Latin America North America Western Europe Central & Eastern Europe Asia Pacific Middle East, North Africa Rest of World 10% 4% 3% 9% 7% 2.8% 9.3%
Peru: up 9% in 20127
Uruguay: up 5.6% in all of 20128
Sources: 1Cmara Argentina de Agencias de Medios, 2WARC, 3Asociacin Chilena de Agencias de Publicidad, 4Asomedios, 5Confederacin de la Industria de la Comunicacin Mercadotcnica, 6IBOPE Media Panam, 7Compaa Peruana de Estudios de Mercados, 8Asociacin Uruguaya de Agencias de Publicidad
#4
#5
Germany
Brazil
4.8%
Cinema 0.3%
Guides 1.1%
Magazines 7.1%
Newspapers 11.8% Free TV 63%
0.3%
6.2% 4.6%
OOH
Cinema Pay TV 26.6% Internet
8%
6%
8% 56%
7%
Internet
Pay TV
8%
OOH
18.2% 3.5% TV
49.68%
12.1%
Newspapers
Radio
Internet 16.5% Not specified
Pay TV
Newspapers Magazines
10.2%
Cinema
6%
1.5% 5.6% 23.5%
5.6%
PRINT IS STILL A STRONG MEDIUM THROUGHOUT LATIN AMERICA. MARKET INDICATORS THAT SUGGEST THIS INCLUDE:
Latin American newspapers will grow in revenue by 5.5% per year through 2016 to reach a total of US$10.4 billion1 Newspaper circulation went up by 5% in Latin America between 2006 and 20112 In 2009 magazine ad spend dropped in every regionEXCEPT for Latin America, and its forecast to grow through 20161 Latin American newspaper revenues went up by 65% between 2006 and 20112 Newspaper circulation in Brazil grew by 1.8% in all of 2012 and in 2011 grew by 3.5% to reach 4.4 million copies, a new record3 11.9% CAGR growth is forecast for newspaper ad spend in Argentina through 20161 Magazines grew 33.7% in ad spend in Argentina in 20111 Newspapers grew by 50% in circulation in Peru between 2007 and 20124
Sources: 1PriceWaterhouseCoopers Global Entertainment Media Outlook 2012-2016, 2WAN-INFRA,, 3Instituto Verificador de Circulao, 4KPMG
29%
29%
Print ranks #1 in ad spend share in Argentina and #2 (after free TV) in Brazil, Chile, Colombia, Ecuador, Peru and Venezuela
Argentina
Brazil
Chile
Colombia
Ecuador
Peru
Venezuela
Sources: Cmara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociacin Chilena de Agencias de Publicidad, Asomedios, Ipsa Group Latin America, Compaa Peruana de Estudios de Mercados y Opinin Pblica, Comit Certificador de Medios ANDA-FEVAP
TV IN LATIN AMERICA
49%
45% 37%
Argentina
Brazil
Chile
Colombia
Mexico
Peru
Uruguay
Sources (left to right): Cmara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociacin Chilena de Agencias de Publicidad, Asomedios, Confederacin de la Industria de la Comunicacin Mercadotcnica, Compaa Peruana de Estudios de Mercados, Asociacin Uruguaya de Agencias de Publicidad
BUT PAY TV PENETRATION REACHED 50% IN ALL OF LATAM IN FEB 2012 AND IS GROWING RAPIDLY. Percentage of TVs Ad Spend Share, 2011
68% 90%
8.5 million
homes in Argentina have pay TV service4
of homes in Brazil will be subscribed to pay TV by 2018 potential audience of 173 million2
4.2 million
homes in Colombia have pay TV service5
50%
AS OF 2012, INTERNET COMMANDS A HUGE AUDIENCE IN LATIN AMERICA: 232 MILLION. Percentage of TVs Ad Spend Share, 2011
Argentina Bolivia Brazil Chile Colombia 9,086,000 25,000,000 2,000,000 4,000,000 4,000,000 1,200,000 2,200,000 1,000,000 40,600,000 663,000 1,500,000 1,523,000 28,000,000 1,985,970 85,000,000
Costa Rica
Dominican Republic Ecuador El Salvador Guatemala Honduras Mexico Nicaragua Panama Paraguay
BY 2015, THERE WILL BE 60% INTERNET PENETRATION IN 1 LATIN AMERICA AND 120 MILLION ADDITIONAL USERS. Percentage of TVs Ad Spend Share, 2011
Growth projections for specific markets:
Brazil Chile Ecuador Mexico 168 million by 2014, up from 85 million in 20122 16.4 million by 2015, up from 9 million in 20123 7.5 million by 2015, up from 4 million in 20124 65 million by 2015, up from 40 million in 20124
Paraguay
Sources: 1LACNIC, 2Comit Gestor da Internet, 3Pyramid Group, 4Latin America & Caribbean Network Information Centre, 5Comisin Nacional de Telecomunicaciones de Paraguay
HERES WHERE TO REACH LATIN AMERICAS INTERNET USERS. Percentage of TVs Ad Spend Share, 2011
Types of Web Sites with Deepest Reach among the Regions Internautas:
97.5% 96.3% 96.7%
96.4%
86.3%
85.3%
Portals
Search
Entertainment
Social Media
News
Community
Sources: 1Oh! Panel, 2IDG, 3Deloitte Media Democracy, 4IAB Brasil, 5Asociacin Mexicana de Internet, 6Estudio Colombiano del Internet 2011
LATIN AMERICANS HAVE SIGNIFICANT HIGHER CTRS THAN NORTH AMERICANS FOR STANDARD BANNERS AND ALSO FOR RICH MEDIA.
Average Click-Thru Rate Standard banner (overall) 728X90 120X600 160X600 Mobile banner Rich media
IN SEVERAL KEY LATAM MARKETS, FLOATING ADS PERFORM WELL & 300 X 250 STANDARD BANNERS GENERALLY HAVE HIGHER THAN AVERAGE CTRS.
Average Click-Thru Rate Standard banner (overall) 728X90 120X600 Argentina 0.13% 0.13% 0.11% Brazil 0.14% 0.15% 0.13% Central America 0.15% 0.13% 0.10% Chile 0.12% 0.13% 0.12% Colombia 0.13% 0.14% N/A Mexico 0.15% 0.13% 0.10% Peru 0.19% 0.25% N/A
300X250
160X600 Rich Media Enhanced std. banner 728X90 120X600 300X250 Polite Banner
0.13%
0.14% 0.42% 0.07% N/A N/A 0.07% 0.18%
0.15%
0.12% 0.22% 0.11% N/A N/A N/A 0.11%
0.17%
0.17% 0.45% 0.09% 0.08% 0.06% 0.17% 0.15%
0.23%
0.23% 0.25% N/A N/A N/A N/A 0.17%
0.19%
0.17% 0.72% N/A N/A N/A N/A 0.16%
0.17%
0.17% 0.44% 0.09% 0.08% 0.06% 0.17% 0.15%
0.21%
0.18% 0.58% N/A N/A N/A N/A N/A
Floating Ad
Expandable Formats 234X60 728X90 160X600 300X250 PushDownBanner
1.93%
0.43% 0.54% 0.27% N/A 0.42% 0.36%
0.44%
0.31% 0.55% 0.40% 0.23% 0.20% 0.17%
2.59%
0.54% 0.69% 0.48% 0.32% 0.55% 0.27%
N/A
0.23% 0.50% n/A n/A 0.43% n/A
3.23%
0.61% 0.96% N/A N/A N/A 0.26%
2.59%
0.53% 0.69% 0.43% 0.32% 0.56% 0.27%
1.01%
0.68% 0.86% 0.99% N/A 0.36% 0.26%
Display
42% 55%
Search Other
51%
49%
17% 70%
Video
Mobile
Email marketing
12%
Display
28%
Search
61%
Classified
47%
53%
Display Search
3%
3%
19%
36%
35.60%
Other
Social media have deep penetration and heavy engagement in the region.
95%
Of Latin American Internet users are on social media11
50%
Growth in Facebook users in 2011 in Latin America: more than 168 million users around the region2
28%
Of total time spent online in Latam is spent on social media sites1
Facebook is Latams Americas most popular social media site but other sites have grown hugely in the region.
Increase in Unique Visitors, November 2011 to November 2012
5,000%
2,500%
97%
86%
43%
Source: comScore
96%: online videos have the deepest reach in Argentina, followed by Chile (92%), Brazil (84%) and Mexico (81%)
172 online videos a month are watched by Chileans, while Mexicans watch 155 per month, Brazilians watch 125 per month and Argentines watch 117 per month
Source: comScore
In online videos watched in Argentina, Brazil, Chile and Mexico between 2011 and 20121
Advertisers fail to reach 30% of the audience via just TV but can gain 16% of effective reach by combining TV and online video advertising1
Sources: 1comScore, 2YouTube
US$43 billion
26%
projected growth in 2012
Source: Amrica Economa & Visa Latin America E-Commerce study, 2012
US$69 billion
Projected e-commerce sales for Latin America in 2013
OVERALL, CLOTHES ARE THE PRODUCT THAT LATIN AMERICANS BUY THE MOST ONLINE.
A 2012 comScore e-commerce study of Latin America revealed the most popular products among online shoppers in the region:
1 2
6 7
Entertainment tickets Vacation/travel Health and beauty care Books and magazines
3
4
8
9
Computer hardware
10
Source: comScore
59%
The percentage of e-commerce sales in Latin America that are generated in Brazil1
US$11 billion
US$14 billion
Sources: 1Amrica Economa & Visa E-Commerce Study, Latin America, 2012, 2e-bit
BUT OTHER LATIN AMERICAN MARKETS ARE POSTING STRONG E-COMMERCE NUMBERS.
Mexico
#2 e-commerce market in Latam1 US$6.2 billion in sales in 2012, 46% growth2 Top 5 selling products are (#1) plane/train tickets, (#2) tickets to shows, (#3) hotel reservations, (#4) electronics, (#5) clothes2
Chile
US$1.7 billion in sales in 20121 14% growth compared to 20111
Argentina
US$3.3 billion in sales in 2012, 32% growth compared to 20113 5 best-selling products are (#1) smartphones, (#2) womens clothes, (#3) car accessories, (#4) mens clothes, (#5) home decor3
Colombia
US$2 billion in sales in 20124
Sources: 1Amrica Economa & Visa Latam E-commerce study, 2012, 2Asociacin Mexicana del Internet, 3Cmara Argentina de Comercio Electrnico, 4Cmara Colombiana de Comercio Electrnico,
MOBILE PENETRATION IN LATIN AMERICA IS AT 105% AND WILL REACH 130% BY 20151.
Mobile & Smartphone Penetration in Major Latam Markets
142% 140% 120% 124% 129% 100%
100%
80% 60%
101% 89%
98%
40%
20% 0%
Argentina Brazil
10%
Costa Rica Mexico
11%
Peru
Mobile penetration
Smartphone penetration
Sources: 1GSMA, Comisin Nacional de Comunicaciones de Argentina, Anatel, Subsecretara de Telecomunicaciones, Ministerio de Tecnologas de la Informacin y las Comunicaciones, Ministerio de Ambiente, Energa y Telecomunicaciones, Superintendencia de Telecomunicaciones, Pyramid Research, Superintendencia de Telecomunicaciones, Unin Internacional de Telecomunicaciones, Everis, Oficina de Desarrollo de las Telecomunicaciones de la UIT, El Ministerio de Transportes y Comunicaciones, Instituto Nacional de Estadsticas, Comisin Nacional de Telecomunicaciones, Vision Mobile, Google, 3D Chile, LG Mobile Colombia, IDC, Futuro Labs
TABLET ADOPTION IS LOW COMPARED TO OVERALL POPULATION BUT SALES ARE SPIKING IN SEVERAL LATAM MARKETS.
Argentina: 43% increase in tablet sales in 2012: 340,000 units sold1 Brazil: Tablet sales reached 3.1 million in 2012 and are projected to reach 5.1 million in 20132 Chile: 27,300 tablets sold in first quarter of 2012, 11.5% share of portable PC market in the country3 Guatemala: 40,000 tablets sold during Jan-June 2012, 52% more than Jan-June 20114 Peru: Tablet sales increased by 334% in the first half of 20125 Mexico: Tablet sales reached 2.2 million in 2012 and will reach 4.3 million units by 20161
Sources: 1IDC, 2IT Data, 3GfkChile, 4Gremial de Empresas de Informtica, 5Dominio Consultores
194%
Increase in Argentinas mobile broadband subscribers, 2010-20122
107%
Mxicos growth in mobile broadband subscriptions, 2011-20123
105%
Chiles growth in mobile broadband connections, 20114
69%
Increase in Colombias mobile Internet use, 20115
60%
Uruguays growth in broadband connections in 20116
Sources: 1Huawei, 2Convergencia Research, 3COFETEL, 4Ministerio de Transportes y Telecomunicaciones, 5Nokia, 6Unidad Reguladora de los Servicios de Comunicacin
33%
.48%
.60%
.56%
.61%
.52%
CONTENTS
Ad Spend in Brazil 2005-2012 , fastest-growing media, future projections
Internet in Brazil: growth, usage, influence of Internet ads on purchases E-commerce: buying patterns and hottest-selling products Social Media: usage, top sites, influence on consumer purchase decisions
Online Video: Brazils audience, video consumption and potential for advertisers Mobile Market: Shopping habits and attitudes towards mobile ads of Brazilian smartphone users
EXECUTIVE SUMMARY
Ad spend has grown over 100% since 2005 and Brazil will be the #5 ad market in the world by 2014 Internet and Pay TV are the fastest-growing media in ad spend: they have grown by 15% and 13% in 2012 Print is NOT dead in Brazilprint media growing in circulation (4.4 million in 2011 + 2% gain in 2012), penetration and earning record revenues (magazines earned 1.3 billion reais in 2011) TV and radio retain strong penetration and influence, and pay TV will have 90% penetration by 2018 There are 85 million Internet users in Brazil 68% of Brazilian women research online before buying products 68% of Brazilians say Internet ads influence their purchases and Internet affects their views of products Brazilians are shopping online more than ever and buy 4 key products the most Mobile penetration is 130%, 2.5 million tablets sold in Brazil in 2012 94% of Brazils 27 million smartphone owners view mobile ads and over 66% make mobile purchases
Source: FecomercioSP
BUT CLASS C IS KEY FOR MARKETERS. WHY? FIRST, ITS GROWING RAPIDLY.
40,000,000 105,000,000
Brazilians were class C in 2011
of the population
55%
In 2014
Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular
58%
R$1,089,000,000,000
Class C will spend $1.089 trillion reais in 2012, then
R$1,460,000,000,000
By 2015 Class C will spend R$1.46 trillion, more than classes A and B combined
Source: FecomercioSP
Ad Spend in Brazil
#4
#5
Germany
Brazil
IN JUST 3 YEARS, AD SPEND IN BRAZIL WILL GROW BY 45%: US$15.3 BILLION TO US$22.2 BILLION
22.2 15.3
16.2
2011
Source: Zenith Optimedia
2012
2014
IN THE FIRST 6 MONTHS OF 2012, INTERNET WAS THE FASTEST-GROWING MEDIUM IN AD SPEND IN BRAZIL
Newspapers 2.93%
Out-ofhome 6.7%
Radio 8.8%
Free TV 13%
Pay TV 15%
Internet 15.46%
INTERNET AND PAY TV GREW THE MOST IN AD SPEND IN 2011MORE THAN TWICE THE AMOUNT OF FREE TV.
20.00%
19.60% 17.80%
15.00%
12% 9.10%
10.00%
5.00%
3.48%
-6.30% -2.50%
3.80%
3.90%
0.00%
Newspapers
Magazines
-5.00%
Out of Home
Internet
Guides
Free TV
Cinema
Pay TV
Radio
Cinema 0.3%
Guides 1.1%
1.8%
3.5%
46%
MILLION
63%
MAGAZINE PENETRATION CLASSES AB2
38%
MAGAZINE PENETRATION CLASS C2
Sources: 1Instituto Verificador de Circulao, 2Estudos Marplan EGM Next Gen 2012
TV in Brazil
175 MILLION
BRAZILIANS WATCH TV REGULARLY
90%
OF BRAZILIANS SAY TV IS THEIR PREFERRED NEWS SOURCE1
Sources: 1Datafolha, 2Instituto Brasileiro de Geografia e Estatstica, 3IBOPE
17%
Pay TV ad spend increase in 20112
15%
Pay TV ad spend increase in 20122
30%
OF PAY TV SUBSCRIBERS ARE CLASS C
Sources: 1Agncia Nacional de Telecomunicaes (Anatel), 2Projeto Inter-Meios, 3 Associao Brasileira de TV por Assinatura
Radio in Brazil
Radio is present in
9 out of 10 Brazilian
homes
1
1 2
75% of Brazilians say they have listened to the radio in the past 7 days, which ranks radio #3 in terms of media consumed in Brazil2 49% of Brazilians with cell phones that allow them to listen to the radio, do so2
Sources: Levantamiento Scio Econmico do IBOPE Media, Target Group Index do IBOPE Media
Fontes:1Instituto, 2IBOPE
Internet in Brazil
The Internet audience in Brazil grew by 157% between 2006 and 2012 and will nearly double 2 years from now.
85 million
Internet users in Brazil1
By 2014 80% of Brazilian households will have Internet access2 This means Brazils Internet audience will reach 154 million2
70 million
Brazilians are active Internet usersaccessing from either home or work1
Sources: 1IBOPE, 2comScore, 3Teleco
16.5 million Brazilians visited travel sites to plan travel in July 201218% increase from July 20112 Brazil will have 73 million mobile broadband subscribers by the end of 2012421% growth compared to 20103
Internet ads hugely influence the purchase decisions of Brazilians. Heres why:
67% of female shoppers in Brazil use the Internet as a source before shopping for products or services1
95% of Brazilian consumers look for information online before buying a car2
56% of Internet users in Brazil say that Internet ads motivate them to visit online stores2 56% of Brazilian social media users say they use social media to buy products3
Sources: 1Deloitte Media Democracy, 2IAB Brasil, 3Oh! Panel
Top offline media that drive Brazilians to search products online are TV (51%), print (35%) and Out of Home (27%)
Coupon sites in Brazil grew by 379% between May 2010 and May 20112
97% of Brazilian Internet users are on social media3 Blogs have 96% penetration rate among Brazilian Internet users*** and 91% penetration rate among Brazilian executives4 Brazilians spent $2 billion playing online games in 20115 Brazil leads Latam in number of online videos watched and in number of unique viewers3
4 READ BLOGS
5 PLAY GAMES 6 WATCH VIDEOS
E-Commerce in Brazil
E-commerce in Brazil grew in 2012 to reach US$11 billion and will reach US$14 billion in 2013.
Top categories with Brazilian online shoppers:
Electronic appliances (15% of sales) Computers (12% of sales) Electronics (8% of sales) Fashion & accessories (7%)
79% of Brazilians surveyed by Mobile Entertainment Forum in 2011 said they use their cell phones in some phase of purchase process 72% of Brazilians surveyed in 2011 by Associao Brasileira das Empresas de Cartes de Crdito e Servios had a credit or debit card
Source: e-bit
97%
of Brazils online population is on social media1
77%
of Brazilians who have a Facebook account interact with a brand online2
58%
of Brazilians who use Twitter read posts from their favorite companies2
Facebook is the #1 social media site in Brazil but other sites are growing rapidly
Social Media Site Growth in Brazil, 2011
428% 338%
206%
LinkedIn
In Oct 2012 LinkedIn reached 10 million members in Brazil
Source: comScore
Vostu
Tumblr
Brazil has the largest audience for online videos in Latin America.
There are 42.9 million unique online video viewers in Brazil1
84%: the reach of online video in Brazil, an audience of 68 million, larger than the Internet audience of Mexico and Argentina combined2 5.4 billion online videos were viewed in Brazil in August 2012, a 74% increase compared to August 20111
Brazil is the
14% 77%
57%
Sources: 1Agncia Nacional de Telecomunicaes (Anatel), 2Google, Our Mobile Planet, 3Nielsen, 4IDC Brasil
14% smartphone penetration in Brazil means a market of 27 million smartphone owners. Heres how they use their phones to shop.
80% 31%
66%
94%
3 of 4
Once they sought information about businesses, 66% of Brazilian smartphone owners visited the business
Source: Google, Our Mobile Planet 2012
3.1 million
42% of non-computer web traffic in Brazil is from tablets, 54% from mobile phones2