Dados da comScore sobre o comportamento digital no Brasil. Original em: http://www.comscore.com/por/Insights/Presentations_and_Whitepapers/2014/2014_Brazil_Digital_Future_in_Focus_Webinar?ns_campaign=SA_LATAM_BR_MAY2014_WBNR_BRAZIL%20DIGITAL%20FUTURE%20IN%20FOCUS%202014%20PORTUGUESE%20SESSION&ns_mchannel=email&ns_source=comscore_elq_SA_LATAM_BR_MAY2014_WBNR_BRAZIL%20DIGITAL%20FUTURE%20IN%20FOCUS%202014%20PORTUGUESE%20SESSION_SO&ns_linkname=text_general&ns_fee=0&elq=8ce897e5e4794df2877179d781b91025&elqCampaignId=331

1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil prensa@comscore.com
2014 Brazil Digital Future in Focus
Revisão de 2013 & Insights para 2014
Alex Banks, VP Latin America & Managing Director Brazil
Maio de 2014

2. © comScore, Inc. Proprietary. 2
 Cenário Digital…..…………………… 4
 Cenário Digital no Brasil…………… 11
 Comportamento Online…….….…… 16
 Redes Sociais……………..…………. 24
 Varejo…………………………………. . 32
 Vídeos Online…………………..…….. 39
 Uso de Diversas Plataformas……… 44
 Publicidade Online..…………………. 47
 A Febre da Copa………………..……. 51
Table of Contents

3. © comScore, Inc. Proprietary. 3
O que a comScore faz no Brasil?

4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Cenário Digital

5. © comScore, Inc. Proprietary. 5#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Distribuição da Internet no Mundo
Ásia e Europa lideram o Universo Online
14% América do Norte
10% América Latina
26% Europa
41% Ásia
9% Africa
40% da Audiência da América
Latina está no Brasil

6. © comScore, Inc. Proprietary. 6#FiFBrasil
354.6
194.7
80.1
73.0
68.1
66.8
52.6
42.4
39.4
30.5
China
United States
India
Japan
Brasil
Russian Federation
Germany
France
United Kingdom
Italy
Total Unique Visitors (MM)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Audiência da Internet por País
Assim como em Fevereiro de 2013, o Brasil continua ocupando a 5a posição
Brasil ocupa a terceira posição depois de
U.S. & China em total de minutos, com
126,857 MM
Audiência Brasil em Fev/13 61.4 MM
(+11%YoY)

7. © comScore, Inc. Proprietary. 7#FiFBrasil
32.6
27.4
21.9 18.6
14.8
North America Europe Latin America Asia Pacific Middle East - Africa
AverageHoursperVisitoraMonth
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Tempo Gasto Online por Regiões
América do Norte e Europa passam mais tempo online
Worldwide
22.7
Brasil
29.7

8. © comScore, Inc. Proprietary. 8#FiFBrasil
29.7
21.9
20.4
18.8
16.9
16.0
15.9
15.2
12.1
Brazil
Latin America
Argentina
Peru
Venezuela
Colombia
Chile
Mexico
Puerto Rico
AverageHoursperVisitor/Month
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Engajamento na América Latina
Brasileiros passam 29.7 horas/mês online (PC apenas)

9. © comScore, Inc. Proprietary. 9#FiFBrasil
Tempo Online por Faixa Etária
Brasileiros até 35 anos passam mais tempo online do que a média em outras regiões
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
26.0
29.3
20.3
20.8
26.3
29.2
23.4
17.6
20.7
20.4
21.2
17.5
13.9
13.0
17.9
18.2
13.2
8.1
17.3
26.0
Worldwide
Brazil
Europe
North America
%ofTotalMinutes
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

10. © comScore, Inc. Proprietary. 10#FiFBrasil
Audiência Online na América Latina
40% da audiência da América Latina (169MM) está no Brasil
68,138 24,840 17,981 12,604 9,226 6,099 5,569 1,466 1,353
Brasil Mexico Argentina Colombia Venezuela Chile Peru Puerto
Rico
Uruguay
TotalUniqueVisitors(000)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 11
Cenário Digital no Brasil

12. © comScore, Inc. Proprietary. 12#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
Audiência da Internet no Brasil
Crescimento de 11% em Unique Visitors em 12 meses
71,945
73,071
79,703
80,014
Total Unique Visitors (000)
CrescimentoAnual
+11%

13. © comScore, Inc. Proprietary. 13#FiFBrasil Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
Perfil da Audiência Online no Brasil
65% do Total de Internautas Brasileiros têm menos de 35 anos
14.8%
25.0% 24.8%
17.4%
11.1%
6.9%
Pessoas: 6-14 Pessoas: 15-24 Pessoas:25-34 Pessoas: 35-44 Pessoas: 45-54 Pessoas: 55+
% Composition of Unique Visitors
Homens
51%
Mulheres
49%

14. © comScore, Inc. Proprietary. 14#FiFBrasil
Distribuição da Audiência em Regiões e Tempo Gasto
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
Região: Nordeste
26.2 Horas Online
17% YoY Growth
Região: Sudeste
26.2 Horas Online
10% YoY Growth
Região: Sul
27.9 Horas Online
10% YoY Growth
Região: Centro-oeste
26.0 Horas Online
11% YoY Growth
Região: Norte
26.2 Horas Online
9% YoY Growth
% População Online
5.2%
16.5%
53.0%
17.0%
8.2%

15. © comScore, Inc. Proprietary. 15#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+
Distribuição da Internet Online por Estado
24,676
9,656
6,667
4,808
5,437
3,352
3,519
2,895
19,003
22,307
8,976
6,016
4,647
4,594
3,089
3,072
2,722
16,522
São Paulo
Rio de Janeiro
Minas Gerais
Paraná
Rio Grande do Sul
Santa Catarina
Bahia
Distrito Federal
Other
TotalUniqueVisitors(000)
Feb-14
Feb-13
+15%
+6%
+15%
+8%
+18%
+3%
+11%
+8%
+11%
Crescimento
Anual

16. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 16
Comportamento Online

17. © comScore, Inc. Proprietary. 17#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
No Brasil, Social Networking possui o maior tempo gasto
O Total de Tempo Gasto na Categoria cresceu 6%
0
10,000
20,000
30,000
40,000
50,000
60,000
TotalMinutes(MM)
Social Networking Sports Portals Services Entertainment News/Information

18. © comScore, Inc. Proprietary. 18#FiFBrasil Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
Evolução de grandes categorias no Brasil
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
TotalUniqueVisitors(000)
Entertainment Newspapers Retail Travel

19. © comScore, Inc. Proprietary. 19#FiFBrasil Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+
Portais & Serviços: categorias com maior crescimento
77,139
76,157
72,519
70,323
68,289
31,405
56,737
69,079
66,483
65,955
62,794
68,655
32,831
52,733
Services
Portals
Social Media
Entertainment
Search/Navigation
Sports
News/Information
TotalUniqueVisitors(000)
Feb-14
Feb-13
+8%
-4%
-1%
+12%
+10%
+15%
+12%
YOY
Growth

20. © comScore, Inc. Proprietary. 20#FiFBrasil
95.2
70.9
57.2
51.2
51.1
43.4
40.6
39.3
34.3
32.8
31.6
31.1
30.8
27.1
22.6
12.0
92.6
77.9
62.3
35.2
51.5
21.2
32.7
38.5
36.3
29.8
26.7
29
24.8
29.9
26.6
17.9
Portals
News/Information
Technology
Education
Games
Government
Banking
Sports
Travel
Family & Youth
Classifieds
Health
Beauty/Fashion/Style
Automotive
Career Services and Development
Real Estate
% Reach in Brazil
% Reach Worldwide
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+
Alcance por Categoria

21. © comScore, Inc. Proprietary. 21#FiFBrasil
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Total Unique Visitors (000)
Source: comScore Media Metrix®, February 2013 vs February 2014, Home and Work, PC Only, Brazil 6+
UVs cresceram na categoria Politics durante os protestos
42% de crescimento em Total de Minutos em Março vs Junho 2013

22. © comScore, Inc. Proprietary. 22#FiFBrasil
Top Propriedades no Brasil
74,537
66,460
54,099
52,953
49,329
47,857
46,211
40,904
29,188
26,839
34,946
30,374
14,794
16,072
12,908
8,828
9,081
8,601
4,153
2,906
Google
Sites
Facebook UOL Microsoft
Sites
Globo Yahoo Sites R7 Portal Terra -
Telefonica
IG Portal Grupo NZN
Total Unique Visitors (000) Average Daily Visitors (000)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

23. © comScore, Inc. Proprietary. 23#FiFBrasil
Domínios com grande crescimento durante 2013
11,498
5,620
8,219
7,384
663
6,114
5,416
5,202
4,795
2,660
139
2,782
3,223
15,171
14,124
12,415
11,016
8,273
8,028
7,482
7,293
6,706
5,456
5,108
4,538
4,411
Total Unique Visitors (000)
Feb-2013 Feb-2014
Source: comScore Media Metrix®, February 2013 vs 2014, Home and Work, PC Only, Brazil 6+

24. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 24
Redes Sociais

25. © comScore, Inc. Proprietary. 25#FiFBrasil
78.4
77.3
77.2
72.0
69.5
66.6
64.9
64.8
63.1
62.9
Japan
Brazil
Taiwan
Indonesia
Uruguay
Spain
Thailand
Poland
Portugal
Turkey
% Reach
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
Brasil ocupa o segundo lugar no Mundo em relação ao
Alcance de Blogs

26. © comScore, Inc. Proprietary. 26#FiFBrasil Source: comScore Media Metrix®, February 2013- February 2014, Home and Work, PC Only, 15+
Maior engajamento com conteúdo de Redes Socias
Quase 13 horas em Fevereiro de 2014
775
346
0
100
200
300
400
500
600
700
800
900
Average Minutes per Visitor on Social Networking Sites
Brazil Worldwide

27. © comScore, Inc. Proprietary. 27#FiFBrasil
46,615 22,683 22,037 44,720
Brazil Mexico Argentina MX + AR
TotalMinutes(MM)
Facebook Total Internet
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 15+
Brasileiros passam mais tempo no Facebook do que
Mexicanos e Argentinos passam online juntos por mês

28. © comScore, Inc. Proprietary. 28#FiFBrasil
Ranking de Social Networks
LinkedIn, com crescimento de 11% ocupa o segundo lugar
65,957
11,841
11,375
7,903
5,088
4,857
3,159
2,752
FACEBOOK.COM
Linkedin
TWITTER.COM
TUMBLR.COM
ASK.FM
Orkut
BADOO.COM
Yahoo Profile
TotalUniqueVisitors(000)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
38.2
34.7
30.4
21.1
24.8
27.3
32.9
30.2
Median
Age

29. © comScore, Inc. Proprietary. 29#FiFBrasil
Divisão de tempo gasto em Redes Sociais no Brazil
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
FACEBOOK.COM
97.8%
Linkedin
0.2%
TWITTER.COM
0.7%
TUMBLR.COM*
0.6%
ASK.FM
0.5%
Orkut
0.3%
Other
2.2%

30. © comScore, Inc. Proprietary. 30#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram
Audiências em Redes Sociais estão crescendo rápido
Total de interações no Facebook cresceu 26%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Total Monthly Interactions Across Top Facebook Pages in Brazil
Brasil Pages
+26%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Total Number of Fans Across Brazil’s Top Pages
Brasil Pages
+148%
262M
650M
65M
82M

31. © comScore, Inc. Proprietary.
O uso do Instagram também cresce rapidamente
As marcas viram um crescimento de quase 900% desde Jan/13
January 2013 to April 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties 21M
Total Pieces of Content Posted by Brazil’s Top Instagram Properties 18K
Actions per Media (average) 1,167
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Total Monthly Actions on Instagram across Brazil’s Top Properties
Instagram in Brasil
+893%
375K
4M
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram

32. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 32
Varejo

33. © comScore, Inc. Proprietary. 33#FiFBrasil
Crescimento do Varejo Online no Brasil
Source: comScore Media Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
46,000
48,000
50,000
52,000
54,000
56,000
58,000
60,000
62,000
Total Unique Visitors (000)
Retail Category
+ 10%

34. © comScore, Inc. Proprietary. 34#FiFBrasil
75.5
67.5
77.7
World-Wide Latin America Brazil
% Reach
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
% Alcance e Engajamento na Categoria de Varejo
Maior alcance, espaço para crescimento de público mais engajado
11.0
7.4 7.3
World-Wide Latin America Brazil
Average Minutes per Visitor

35. © comScore, Inc. Proprietary. 35#FiFBrasil
Perfil Demográfico da Categoria de Varejo
Quase 60% da audiência é composta por pessoas com menos de 35 anos no Brasil
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
26.0
32.4
29.3
26.3
27.9
29.2
20.7
19.6
20.4
13.9
12.3
13.0
13.2
7.8
8.1
Worldwide
Latin America
Brazil
% Composition Unique Visitors (000)
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

36. © comScore, Inc. Proprietary. 36#FiFBrasil
O que os compradores online estão buscando?
Source: comScore Segment Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
80.6
55.5
43.7
41.8
26.5
23.9
19.1
17.4
16.5
14.5
9.4
9.3
9.3
8.9
7.2
5.5
4.8
3.7
1.9
Consumer Electronics
Department Stores
SportsOutdoor
Apparel
Books
Computer Hardware
FragrancesCosmetics
Home Furnishings
Computer Software
Mall
Health Care
Movies
Toys
JewelryLuxury GoodsAccessories
Tickets
- Food
Consumer Goods
FlowersGiftsGreetings
Music
% Composition Unique Visitors

37. © comScore, Inc. Proprietary. 37#FiFBrasil
MercadoLivre lidera a categoria no Brasil
23,861
19,602
14,905
13,959
11,046
11,017
9,389
7,602
7,588
6,873
6,337
5,536
5,456
5,300
4,595
MercadoLibre
B2W Digital
Buscape Company
Nova Pontocom
Wal-Mart
Netshoes Group
Alibaba.com Corporation
Magazineluiza.com.br
Maquina De Vendas
Livrariasaraiva.com.br
UOL Shopping
Dafiti Sites
Centauro.com.br
Apple.com Worldwide Sites
Amazon Sites
Total Unique Visitors (000)
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+

38. © comScore, Inc. Proprietary. 38#FiFBrasil
Buscape ainda lidera a categoria Comparison Shopping
UOL Shopping continua em segundo lugar
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 6+
14,905
6,337
2,854 2,493
Buscape Company UOL Shopping ZOOM.COM.BR Google Shopping
Total Unique Visitors (000)

39. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 39
Vídeos Online

40. © comScore, Inc. Proprietary. 40#FiFBrasil Source: comScore Video Metrix®, February 2013 - February 2014, Home and Work, PC Only, Brazil 6+
Outubro 2013 foi o mês com mais Vídeos Assistidos
Vemos alguns outros picos em Março e Junho de 2013
160
177
161
156
Videos Viewed per Viewer

41. © comScore, Inc. Proprietary. 41#FiFBrasil
Vídeos Online no Brasil
YouTube ainda é o líder
62,384
39,348
19,561
17,498
16,918
14,728
11,749
10,753
7,264
Google Sites
Facebook
Globo
Maker Studios Inc.
VEVO
Warner Music
UOL
Vimeo
Yahoo Sites
Unique Viewers (000)
Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
3.2
3.8
7.9
7.3
19.5
11.6
30.2
23.2
85.1
Videos per Viewer

42. © comScore, Inc. Proprietary. 42#FiFBrasil
Crescimento Top Players de Conteúdo de Vídeo
Turner Digital e Facebook > 200%
Source: comScore Video Metrix®, February 2014, Home and Work, PC Only, Brazil 6+
-2%
10%
25%
39%
52%
94%
121%
228%
262%
Google
Sites
UOLYahoo
Sites
VEVOGloboWarner
Music (w/
history)
VimeoFacebookTurner
Digital
Unique Viewers

43. © comScore, Inc. Proprietary. 43#FiFBrasil
A participação de outros players cresceu, enquanto YouTube
teve menos participação no total de vídeos do que em 2013
52.4
2.8
4.0
2.4
48.6
8.5
5.5
3.1
YOUTUBE.COM
Facebook
Globo
VEVO
% Share of Videos
Feb-2014 Feb-2013
Source: comScore Video Metrix®, February 2013 – February 2014, Home and Work, PC Only, Brazil 6+

44. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 44
Uso de Diversos Plataformas

45. © comScore, Inc. Proprietary. 45#FiFBrasil
78.3
88.1
14.5
9.36.7 2.5
0.5 0.1
U.S. Brazil
Platform Share of Page Hits
PC Mobile Tablet Other
Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+
Páginas Vistas por plataforma de acesso (excluindo Apps)
Android possui maior participação em comparação com US
41.0
14.5
53.6
71.7
1.7
5.0
U.S. Brazil
Mobile OS Share of Page Hits
iOS Android Windows

46. © comScore, Inc. Proprietary. 46#FiFBrasil
84.4 78.3
10.1
14.5
4.9 6.7
0.7 0.5
2013 2014
U.S.
PC Mobile Tablet Other
Source: comScore Device Essentials, February 2014, Home and Work, PC Only, 15+
Plataformas de acesso por Page Hits
Participação de Mobile cresceu 132% no Brasil
93.9
88.1
4.0
9.3
2.0 2.5
0.1 0.1
2013 2014
Brazil
PC Mobile Tablet Other

47. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 47
Publicidade Online

48. © comScore, Inc. Proprietary. 48#FiFBrasil
Display Ads no Brasil por Veículo
Facebook continua em primeiro lugar
583,898,235
120,055,440
118,612,432
94,679,610
90,363,309
81,609,981
36,668,832
29,554,583
23,336,187
7,839,708
Facebook
UOL
Globo
Microsoft Sites
Terra - Telefonica
Google Sites
Yahoo Sites
R7 Portal
IG Portal
Grupo Abril
Display Ad Impressions
from Jan-Dec 2013
Source: comScore Ad Metrix®, Brazil 6+, 2013

49. © comScore, Inc. Proprietary. 49#FiFBrasil
Display Ads no Brasil por Anunciante
Netshoes foi o maior anunciante online em 2013
22,486,027
22,034,729
18,436,597
13,570,865
12,748,206
12,175,121
11,151,983
10,553,321
10,276,263
10,064,076
Netshoes
Dafiti
Netflix, Inc.
MRV
OLX Inc.
Microsoft Corp
Itau Unibanco
Globo
Unilever
Net Serviços
Display Ad Impressions
from Jan-Dec 2013
Source: comScore Ad Metrix®, Brazil 6+, 2013

50. © comScore, Inc. Proprietary. 50#FiFBrasil
Participação de Facebook em Display Ads
37.5
33
32.3
32
30.1
29.2
27.8
26.8
Brazil
México
France
UK
Canadá
Spain
United States
Germany
Source: comScore Ad Metrix®, February 2014, Home and Work, PC Only, Brazil 6+

51. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 51
A Febre da Copa

52. © comScore, Inc. Proprietary. 52#FiFBrasil
0.0
0.5
1.0
1.5
2.0
2.5
3.0
%ReachFifa.com
Latin America Middle East - Africa North America Europe Asia Pacific
Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 15+
Preparação da América Latina para a Copa do Mundo
Maior penetração em relação ao resto do mundo
FIFA
Confederations
Cup 2013 FIFA World Cup
2014

53. © comScore, Inc. Proprietary. 53#FiFBrasil
1.6
1.0
0.6
0.6
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
Uruguay
Brazil
Colombia
Canada
United Kingdom
Chile
Spain
Switzerland
Peru
Argentina
Venezuela
New Zealand
Belgium
Norway
Mexico
% Reach Fifa.com
Source: comScore Media Metrix®, February 2014, Home and Work, PC Only, 15+
Uruguai e Brasil mostram maior visitação a Fifa.com

54. © comScore, Inc. Proprietary. 54#FiFBrasil
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Total Unique Visitors (000)
Source: comScore Media Metrix®, February 2013 – March 2014, Home and Work, PC Only, 6+
Impacto na categoria de Viagens

55. © comScore, Inc. Proprietary. 55#FiFBrasil
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Social Moments on Facebook
World Cup Sponsors
+27%
5.5M
7M
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
Patrocinadores da Copa do Mundo no Brazil mostram
tendência positiva em relação a atividade dos usuários
Jan 2013 Apr 2014
Total Actions 5,511,942
7,019,147
(+27%)
Average Unique Engaged Audience 124,456
143,991
(+16%)
Posts (Total) 1,425
1,570
(+10%)

56. © comScore, Inc. Proprietary. 56#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
Os Patrocinadores da Copa e seus Fans no Facebook
+ 52%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000 Average # of Facebook Fans

57. © comScore, Inc. Proprietary. 57#FiFBrasil
Entre os patrocinadores, Nike & McDonald’s tem os posts
do Facebook com maior engajamento
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

58. © comScore, Inc. Proprietary. 58#FiFBrasil Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.
O Engajamento Médio por Tweet em Relação aos
Patrocinadores da Copa, cresce desde Novembro 2013
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16% Avg. Engagement/Tweet + 200%

59. © comScore, Inc. Proprietary. 59#FiFBrasil
Os seguidores das marcas patrocinadoras compartilham o conteúdo das marcas,
em média, quase 3 vezes mais do que em Fevereiro de 2013
0
1,000
2,000
3,000
4,000
5,000
6,000
+ 290%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram.

60. © comScore, Inc. Proprietary. 60
 Brasileiros continuam liderando o engajamento online, com usuários que navegam
29.7 horas por mês, 7 horas a mais do que a média mundial.
 Brasil é a 5 maior audiência com 68.1 MM de Visitantes únicos em Fevereiro de 2014,
com crescimento de 11% em comparação a Fevereiro de 2013.
 Em relação a total de minutos, ocupa o terceiro lugar com126,857 MM.
 40% da audiência online na América Latina está no Brasil -169MM de Visitantes
 Facebook lidera a categoria de Redes Sociais, seguido por Linkedin. Brasileiros
passam mais tempo no Facebook do que Mexicanos e Argentinos juntos online.
 Android é o sistema operacional dominante, com 71.7% de participação.
 A publicidade digital está crescendo, com mais de 1.6 trilhões de impressões em 2013
(display).
Pincipais Insights

61. www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
# FiFBrasil
Perguntas?

62. www.facebook.com/comscoreinc @comScoreLATAM #FiFBrasil
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Contato:
prensa@comscore.com
Obrigada