The presentation provides an overview of the global web, accompanied by a thorough analysis of online usage in Argentina. The presentation covers such topics as: Internet Audience and growth: an overview by region and country. How much and what type of content do Argentines consume, what brands capture traffic and audience engagement What are the key applications used to communicate online How consumers engage with search, social networking, and entertainment online Specific insight into news, information and retail categories and subcategories. You can download this presentation here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Estado_de_Internet_en_Argentina

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