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According to April 2012 data, Latin America had the third-highest retail website penetration by region (70.6%), trailing North America (88.6%) and Europe (78.1%). (July 2012) 191% of Brazilian executives prefer to read blogs rather than online versions of newspapers or magazines. (July 2012) 242% of Brazilian consumers between 25 and 44 make a purchase after receiving a marketing message through a social network. (July 2012) 341% of Brazilians on Facebook use it for business purposes. (July 2012) 4More than half (57%) of Brazilian Internet users say that Internet ads motivate them to buy the advertising products. (July 2012) 577% of Latin Americans said that they prefer to buy products from socially responsible companies—and 49% would pay more for those products. (June 2012) 6Mobile data connections and the use of handheld devices are increasing the potential audience for online advertising. This is reflected in the latest data from IAB Brazil which reports that the number of internet page views on mobile increased by 200% between 2010 and 2011. (April 2012) 7Again, many of these activities are seeing popularity at rates which is putting Brazil ahead of other emerging markets. Some brief examples include (comScore data): – Business and Finance sites reach 42% of the online population (second highest penetration in Latin America). (April 2012) 8GSMA also report that in 2010, 97% of the population were covered by 2G services and 75% were covered by 3G. More recent Anatel data (published by Teleco) shows that there were more than 50m 3G mobile accesses by the end of January 2012. SAMPLE ONLY. Please download the full report from: (April 2012) 9The Latin American Mobile Observatory by GSMA puts the number of mobile subscriptions in Brazil at 240m as we entered 2012, having increased by 17% between 2005 and 2010. The country accounts for 28% of Latin America’s mobile phone users (according to fnbox). (April 2012) 10 |
According to the report, in December 2011 there were 42.9 million unique video viewers in Brazil, or 83% of internet users and 29% of the total population of the country. They watched a total of 4.7 billion videos over 27.2 billion hours—approximately 10.6 hours per viewer during the month. (April 2012) 11According to the March 2012 comScore report “2012 Brazil Digital Future in Focus,” entertainment-category websites were seen by 97.5% of the internet audience in Brazil during December 2011, tied with social networking and narrowly behind portals (99.3%) and search (99.1%). (April 2012) 12According to the firm, the total number of banner ads displayed increased by 69% year over year, while the total number of online campaigns grew by a comparatively modest 39%. (April 2012) 13IBOPE reported in January that online ad spending jumped 70.6% in 2011, largely due to search spending being counted for the first time. If this January’s display figures are maintained for the full year, expect a similar growth rate for 2012, as advertisers in Brazil continue to pursue consumers online. (April 2012) 14The growing number of internet users in Brazil and the increasing time they spend online continues to attract investment in online advertising. According to January 2012 statistics from IBOPE Nielsen Online, Nielsen’s local subsidiary in the country, the number of advertisers in Brazil using online display ads increased nearly 40% year over year. (April 2012) 15eMarketer estimated internet users in Brazil at 79.3 million in 2011 and forecast users to hit 86.4 million in 2012, an increase of 8.9%. Total users will reach 103 million in 2016, a compound annual growth rate (CAGR) of 5.37% during the forecast period. (April 2012) 16The February 2012 release from IBOPE Nielsen estimated that Brazil’s 47.5 million active internet users spent more than an average of 49 hours browsing the web (excluding via applications) in January 2012. All of that time spent online translated to a dramatic increase in the number of display ads seen by users in the country. (April 2012) 17Internet users in Argentina averaged 10.7 hours on social networking sites in December 2011, followed by Chile (9.5 hours per visitor), Peru (8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours). (March 2012) 18Latin America is home to five of the most engaged social networking markets worldwide. Internet users in Argentina averaged 10.7 hours on social networking sites in December 2011, followed by Chile (9.5 hours per visitor), Peru (8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours). (March 2012) 19Inbox placement rates in Central and Latin America improved 16% from 62% to 72%. Despite this improvement, success rates in Brazil, the largest market, remained relatively flat, at 64.5% in H2, compared to 64% in H1. (March 2012) 20 |
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