2. Latinamerica today
Hog big is the
market?
How brilliant is
the future?
¿What´s the rol of
Spain?
3. Internet growth in the region
Growth internet users by region
534
361
600 203
112 111
400 595
200 381 210 129 126
0
11% 6% 3% 16% 14%
2011 2010
Latinamerica is the region with the highest internet growth
Source: ComScore Media Metrix 2011
4. Number internet users in Latam Chile
10 Mill
Dominican
Republic
4,2 Mill
Argentina
28 Mill
Peru
Brazil 9,9 Mill
79,2 Mill
Colombia
25 Mill
Mexico
42 Mill
230 Million internet
Venezuela
users 10,9 Mill Ecuador
4 Mill
Source: Internet World Stats
5. Internet reach by country
Chile
59,2%
Argentina
Dominican
Republic 67%
41.4%
Peru
Brazil 34,1%
39% Colombia
55,9%
Venezuela Mexico
Great differences 39,7% 36,9%
among countries Ecuador
27,2%
Source: Internet World Stats
6. Internet user profile
Percentage internet users
Age 55+
Age 45-54 Latinamerica
Global
Age 35-44
Age 25-34
Age 15-24
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
60% of internet users are less that 35 years old
Source: ComScore Media Metrix 2011
7. Internet user profile
% internet users by age
Venezuela
Peru
Mexico Age 15-24
Age 25-34
Colombia Age 35-44
Age 45-54
Chile
Age 55+
Brasil
Argentina
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
More than 44% of internet users in Venezuela are
younger than 24 years old
Source: ComScore Media Metrix 2011
8. Internet user profile
Consumption of internet by age population
100%
90%
80%
70%
Age + 55
60%
Age 45-54
50% Age 35-44
40% Age 25-34
Age 15-24
30%
20%
10%
0%
Argentina Brazil Chile Colombia Mexico Peru Venezuela
45% of total internet comsumption is done with internet
users at age 15-245-24
Source: ComScore Media Metrix 2011
9. Internet user profile
Average number of hours spent by internet users
30
26.7 26.7
26.1 27
25
22.7
20 21.1
18.7
15
10
5
0
Peru is the country where internet users spent more time
Source: ComScore Media Metrix Dic 2011
10. Number of Facebook users Chile
9 Mill
Dominican
Republic Argentina
2,5 Mill
17,5 Mill
Peru
Brazil 7,8 Mill
35,1 Mill
Colombia
15,7 Mill
Mexico
30,9 Mill
Brazil and Mexico
concentrate the biggest Venezuela
population 9,5 Mill Ecuador
4 Mill
Source: Internet World Stats
11. Facebook penetration by country
Brazil
44,36%
Peru Chile
79,6% 90,2%
Chile is by far
the country
Argentina Colombia
where
62,5% 63,16%
Facebook has
the greatest
Dominican
Republic
Venezuela reach
87,8%
61,2%
Mexico
73,7%
Source: Internet World Stats
12. Use of social media
Average number of hours spent on social
media by user
Mexico 7.1
Colombia 7.6
Canada 7.9
Filipinas 8.2
Peru 8.7
Chile 9.5
Turkey 10.1
Israel 10.1
Argentina 10.7
Rusia 10.9
5 out of the top 10 most active countries worlwide
are in the region
Source: ComScore Media Metrix 2011
13. Number of mobile phones in the region
Number mobile
Population Mobile Phones phones by
invididual
Argentina 40.100.000 57.300.000 1,43
Brasil 192.700.000 200.000.000 1,03
Chile 21.000.000 22.000.000 1,05
Colombia 46.200.000 43.415.000 0,94
Mexico 112.000.000 91.370.000 0,82
Peru 29.000.000 29.130.000 1,00
Venezuela 28.200.000 27.400.000 0,97
Argentina is the country with the biggest ration per
person
Source: World Fact Book, Diario La Tercera
14. Broadband reach
Number of users with broadband
14.00% 12.60%
11.40% 11%
12.00%
10.00%
8.00%
6.40%
5.30% 4.90%
6.00%
4.00% 3.10%
2.00%
0.00%
Argentina Brasil Chile Colombia Mexico Peru Venezuela
Broadband is still poor developped in the region
Source: Budde.com.au
15. What about tablets?
The market is growing although reach is still quite low just 5%
It´s worth mentioning the “vampire” effect, where most
people use tablets at night
People use tablets mainly to
read the news, send emails and
listen to music
Source: Tendencias Digitales
16. Online advertising in the region
Argentina: Online advertising grew by 117% up to US$ 250 Mill
Brazil: Online advertising grew by 37% up to US$ 1570 Mill
Chile: Online advertising grew by 30% up to US$ 82
Mill
Peru: Online advertising grew by 37% up to US$ 24 Mill
Colombia: Online advertising grew by 33% up to US$ 70,5 Mill
Online advertising grew by 12% in 2011
Source: IAB,Magnaglobal, Cámara Argentina de agencias de medios
17. E·-commerce in Latinamerica
Total e-commerce spending in Latam (Mill US$)
34497.3
27597.9
21774.9
15645
10572.5
7542.5
4885
1866.4 3042.1
2003 2004 2005 2006 2007 2008 2009 2010 p 2011 p
Growth rates continue to be quite high
Source: América Economía
18. Why e-commerce is growing so much?
Growth of
middle
class
Credit
More
cards
offers
develop-
available
E- ment
commerce
Economic
Daily Deals
growth
19. Some facts about e-commerce
E-commerce is growing at 30% on a yearly basis
In 2011 overpass US$ 35 thousand million
El número de compradores crecerá un 20% al año
Number of internet buyers will increase by
hasta al menos 2013
20% at least until 2013
50% of internet users bought at least once
online
Sources: Ystats.com. Emarketer, América Economía
20. Some facts about e-commerce
Argentina and Chile are the countries with
the highest percentage of internet buyers
Top selling products:
travel, tickets, computers, clothing and books
Top selling products in Brasil:
Appliances, Computers, Health and Beauty
products
Mobile commerce has a big potential in the
region
Sources: Ystats.com. Emarketer, América Economía
21. E-commerce in Latinamerica
% internet users who buy online
Guatemala 30%
El Salvador 36%
Dominican Republic 40%
Paraguay 42%
Peru 47%
Colombia 47%
Ecuador 53%
Costa Rica 56%
Mexico 61%
Venezuela 68%
Uruguay 70%
Chile 71%
Argentina 71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Differences between countries are quite significant
Source: Emarketer,
22. Banking system little developped
Brasil
Center America
Without With
Without credit With credit
credit card credit card
cards card
28% 72%
76% 24%
Mexico
Without With credit
credit card card Colombia
Peru 59% 41%
With credit Without With credit
Without
card credit card card
credit card
39% 56% 44%
61%
Brazil is the only country with high penetration of credit cards
Source: Estudio Visa Mercados emergentes América Latina