October 2009

Brazil Online

Executive Summary: Internet usage in Brazil is growing rapidly, with young people most likely to turn to the Web. Social networking and e-commerce are both reaping the benefits of increased penetration. eMarketer forecasts Brazil will have 44.2 million Internet users in 2009, and that number is expected to rise to 64.6 million in 2013.
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Internet Users and Penetration in Brazil, 2008-2013 (millions and % of population)

2008 2009 2010 2011 2012 2013 38.8 (19.8%) 44.2 (22.2%) 50.0 (24.9%) 55.0 (27.0%) 60.1 (29.2%) 64.6 (31.1%)

Broadband households, an important measure of advanced Internet usage, are also predicted to rise sharply. eMarketer estimates broadband household penetration at 22.8% in 2009, reaching 35.9% in 2013. All projections indicate that marketers will follow consumers online. Total online advertising spending estimates for 2009 range from $382.5 million (GroupM) to $536.8 million (Projeto Inter-Meios). While the estimates vary, all researchers see the same trend: double-digit growth. Brazil leads Latin America and most of the world in engagement with social media. Internet users in Brazil logged an average of 6.3 hours using social networks in May 2009, nearly double the worldwide average of 3.7 hours. Marketers must plan accordingly to reach the young, growing and fully engaged social media audience in Brazil. Brazil also has the most mobile subscribers in Latin America (140.0 million in 2008). Mobile subscribers are engaged with marketing content, as mobile Internet advertising is estimated to reach $24 million in 2009 by PricewaterhouseCoopers (PwC).

Note: an Internet user is a person of any age who uses the Internet from any location at least once per month Source: eMarketer, February 2009
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Internet Users and Usage Online Advertising Social Media Mobile Endnotes Related Information and Links

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Digital Intelligence

Copyright 2009 eMarketer, Inc. All rights reserved.

Internet Users and Usage

Internet users in Brazil are growing at a rapid pace. eMarketer has pegged the number of total users for 2009 at 44.2 million, and forecast a total of 64.6 million by 2013, a compound annual growth rate (CAGR) of 7.9%.
Comparative Estimates: Internet Users in Brazil, 2008-2010 (millions)
2008 comScore World Metrix*, May 2009 eMarketer, February 2009 IBOPE**, May 2009 Interactive Advertising Bureau Brasil (IAB Brasil)**, August 2009 Universal McCann***, July 2009 27.7 38.8 62.3 13.8 2009 29.1 44.2 62.3 68.5 21.9 2010 50.0 -

The same report also noted a near-even split by gender, with 41% of males and 38% of females having accessed the Internet. Most of the Internet users in Brazil were located in urban centers, with a 43% penetration rate, while only 18% of individuals surveyed in rural areas had ever gone online. According to Nielsen Online, there were 27.5 million at-home Internet users in Brazil in July 2009. The average Internet user spent 41 hours with a PC and visited 70 separate domains in the same month.
Average Web Usage Among At-Home Internet Users in Brazil, July 2009
Sessions/visits per person Domains visited per person Duration of Webpage viewed PC time per person Active digital media universe Current digital media universe estimate Source: Nielsen Online, August 15, 2009
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31 70 00:01:02 41:13:45 27,500,609 40,163,840

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Note: *ages 15+; **ages 16+; ***ages 16-54, daily Internet users Source: eMarketer, February 2009; various, as noted, 2009
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For additional information on the above chart, see Endnote 106546 in the Endnotes section. Other researchers show strong growth in Internet users from 2008 to 2009, but the figures are significantly lower. This is because they do not include all ages and access locations, as eMarketer does. In the case of Universal McCann, the firm with the lowest figure, only users ages 16 to 54 were included in the estimate. Data from a SeptemberNovember 2008 Ipsos Public Affairs study for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) found that Internet penetration in Brazil was highest for users ages 10 to 34. Of the ages surveyed, 69% of respondents ages 16 to 24 had the highest likelihood of using the internet.
Internet Users* in Brazil, by Age, September-November 2008 (% of respondents in each group)
10-15 16-24 25-34 35-44 45-59 60+ 2% 16% 32% 49% 59% 69%

According to IBOPE Nielsen Online data, Google is the top Web brand in Brazil, with 34.2 million unique visitors in August 2009. MSN/Windows Live/Bing came in second, with 32.6 million unique visitors to the changing search engine and portal. UOL, iG, Globo.com and Terra, all based in Latin America, were also included in the top 10.
Top 10 Web Brands in the Brazil, Ranked by Unique Visitors, August 2009 (millions)
1. Google 2. MSN/Windows Live/Bing 3. Orkut 4. UOL 5. Microsoft 6. iG 7. Globo.com 8. Terra 9. YouTube 10. Yahoo! 34.2 32.6 27.9 27.7 25.7 24.0 22.9 22.8 22.4 21.9

Note: home and work locations; a Web brand is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content Source: IBOPE Nielsen Online as cited in press release, September 22, 2009
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Note: n=20,020; *ever at any location Source: Ipsos Public Affairs for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil, "TIC Domiclios e Usurios 2008," March 2009
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Brazil Online

Internet Users and Usage

Hitwise, which tracks 90,000 Internet users in Brazil, provides a different look at the top Web brands in the country. The first data derived from the Hitwise panel indicated that Google holds the lead in market share of visits. During the week of August 23, 2009, five out of the top 10 sites visited by Hitwises online panel were Google brands.
Top 10 Websites Among Internet Users in Brazil, Ranked by Market Share of Visits, August 23-29, 2009
1. Google Brasil 2. orkut 3. Google 4. YouTube 3.36% 5. Windows Live Mail 6. Google Image Search Brasil 7. Globoesporte 8. Globo 0.90% 0.88% 0.95% 2.61% 1.23% 8.56% 11.03% 9.91%

According to a survey by Ipsos Public Affairs for NIC.BR, 16% of consumers surveyed in SeptemberNovember 2008 were online buyers. Respondents ages 25 to 34 had the highest penetration, with 23% reporting that they had made a purchase online, followed by those ages 35 and older, at 22%.
Online Buyers in Brazil, by Age and Gender, September-November 2008 (% of respondents in each group)
Gender Male Female Age 10-15 16-24 25-34 35-44 45+ Total 3% 15% 23% 22% 22% 16% 18% 14%

9. Universo Online 10. MSN Brasil

0.75%

Note: n=7,866 Source: Ipsos Public Affairs for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil, "TIC Domiclios e Usurios 2008," March 2009
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Source: Hitwise as cited in press release, September 2, 2009

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Internet users in Brazil are also avid shoppers. According to e-bits annual Web Shoppers report, there are an estimated 17.2 million online shoppers in Brazil in 2009. And e-bit has forecast online shoppers in Brazil will spend BRL10.5 billion ($5.7 billion) this year, an increase of 61.0% over 2007.
B2C E-Commerce in Brazil, 2001-2009 (billions of BRL)
2001 2003 2005 2007 2009 Note: excludes airline tickets, cars and online auctions Source: e-bit, "Web Shoppers, 20th Edition," August 2009
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The same report found that consumer electronics were the leading category of online purchases, with 39% of online buyers having bought them online in the prior 12 months, followed by books, newspapers and magazines, at 28%.

BRL0.5

BRL1.2 BRL2.5 BRL6.4 BRL10.5

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Brazil Online

Online Advertising
Marketers in Brazil have consistently increased their online advertising in an effort to target the countrys 44.2 million Internet users, a number eMarketer predicts will reach 64.6 million by 2013.
Based on Projeto Inter-Meios 2008 data, IAB Brasil estimates BRL987.1 million ($539.4 million) will be spent on online advertising in 2009, 30% more than in 2008.
Comparative Estimates: Online Advertising Spending in Brazil, 2008 & 2009 (millions)
2008 GroupM, April 2009 PricewaterhouseCoopers and Wilkofsky Gruen Associates, June 2009 Projecto Inter-Meios*, August 2009 ZenithOptimedia, July 2009 $333.3 $414.9 2009 $382.5 $449.0 $539.4 $456.0
Radio 4.5% Internet* 4.0% Pay TV 3.3% Outdoor 3.2% Guides and lists 1.8% Cinema 0.3% Note: numbers may not add up to 100% due to rounding; *includes paid search and sponsored links Source: Projeto Inter-Meios as cited by Interactive Advertising Bureau Brasil (IAB Brasil), "Indicadores de Mercado," August 2009
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While Internet advertising growth outpaces that of nearly all other media for 2009, it remains a mere fraction of total advertising spending in Brazil. According to Projeto Inter-Meios Internet ads had a 4% share. Traditional media dominates, with TV accounting for 60.1% of ad spending in 2009.
Advertising Spending in Brazil, by Media, 2009 (% market share)
TV 60.1% Newspapers 15.8% Magazines 7.1%

Note: converted at average 2008 exchange rates; *includes paid search and sponsored links Source: various, as noted, 2009
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For additional information on the above chart, see Endnote 106483 in the Endnotes section. However, sources vary on their estimates of the online ad space for 2009. GroupM comes in at the low end, at $382.5 million, while PwC and ZenithOptimedia come in higher, at $449 million and $456 million, respectively. There is one common trend among all projections: growth in 2009. Projeto Inter-Meios predicted 18.1% growth over 2008, and GroupM estimated a 15.0% increase. ZenithOptimedia predicted the most dramatic jump, 95.0% over last year.

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For 2009, GroupM estimates TV ad spending will be BRL14.78 billion ($8 billion), followed by newspapers and magazines at BRL3.33 billion ($1.82 billion) and BRL1.98 billion ($1.08 billion), respectively.
Advertising Spending in Brazil, by Media, 2005-2009 (billions of BRL)
2005 TV Newspapers Magazines Radio Internet Outdoor Guides and lists Cinema Total BRL2.65 BRL1.44 BRL0.68 BRL0.27 BRL0.69 BRL0.42 BRL0.05 2006 BRL2.71 BRL1.51 BRL0.73 BRL0.36 BRL0.64 BRL0.57 BRL0.06 2007 BRL3.11 BRL1.61 BRL0.77 BRL0.53 BRL0.54 BRL0.49 BRL0.08 2008 BRL3.23 BRL1.82 BRL0.85 BRL0.61 BRL0.60 BRL0.56 BRL0.09 2009 BRL3.33 BRL1.98 BRL0.93 BRL0.70 BRL0.66 BRL0.61 BRL0.09 BRL10.08 BRL10.92 BRL11.89 BRL13.32 BRL14.78

BRL16.29 BRL17.50 BRL19.00 BRL21.06 BRL23.07

Note: numbers may not add up to total due to rounding Source: GroupM, "This Year, Next Year Worldwide Winter 2008," December 8, 2008 provided to eMarketer, April 2009
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Brazil Online

Online Advertising

According to Projeto Inter-Meios as cited by IAB Brasil, advertising spending growth rates vary greatly by media channel. Outdoor, Internet and radio advertising show strong growth for 2009 while pay TV, newspapers, magazines and movie advertising will decrease. TV, along with guides and lists, will remain relatively flat.
Advertising Spending Growth in Brazil, by Media, May 2009 (% change*)
Outdoor Internet** Radio TV -0.4% -4.5% -10.6% -11.9% -12.4% 0.5% 10.5% 20.1% 18.1%

In terms of advertisings influence on purchases, Deloitte found that 75% of Internet users surveyed in Brazil in fall 2008 believed TV advertising has the most impact on their buying decisions. Rounding out the top three, respondents also cited magazines and online advertising as influential.
Types of Advertising that Have the Most Impact on the Buying Decisions of Internet Users in Select Countries, September-October 2008 (% of respondents)
Brazil TV Magazine Online Newspaper Radio Billboards or outdoor Social networking site In-theater DVD Blog Video game Mobile phone Virtual world 75% 57% 45% 30% 30% 14% 8% 8% 9% 6% 9% 19% 7% Germany 73% 50% 57% 49% 49% 21% 2% 6% 4% 2% 3% 3% 1% Japan 90% 47% 61% 54% 54% 6% 6% 4% 3% 13% 2% 7% 0% UK 84% 54% 45% 44% 44% 14% 6% 11% 8% 4% 6% 5% 1% US 88% 49% 48% 42% 27% 10% 8% 7% 7% 6% 4% 3% 1%

Guides and lists Pay TV Newspapers Cinema Magazines

Note: *vs. same period of prior year; **includes paid search and sponsored links Source: Projeto Inter-Meios as cited by Interactive Advertising Bureau Brasil (IAB Brasil), "Indicadores de Mercado," August 2009
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In contrast, both ZenithOptimedia and GroupM forecast positive growth for all media channels throughout 2009. Coming in after the 95% increase projected for online spending, Zenith predicted the highest growth rates for magazines (30%), TV (30%) and radio (29%). GroupM predicted slightly less growth in the same categories for 2009, with Internet again leading the pack (15%), followed by TV (11%), radio (9%) and magazines (9%). Newspaper advertising trailed other media significantly; Zenith and GroupM predicted 12.6% and 3.0% growth rates, respectively.

Note: n=8,824; respondents were asked for their top three Source: Deloitte, "State of the Media Democracy Third Edition," provided to eMarketer, January 12, 2009
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In contrast to the other countries surveyed, 19% of Internet users in Brazil believed that mobile phone advertising impacts their purchase decisions. Respondents in Japan were a distant second, at 7%. Consumers are turning more of their attention toward the Internet, as evidenced by their increased penetration levels. The strong growth rates predicted for online advertising indicate that marketers will follow them there.

Brazil Online

Social Media
For marketers looking to the developing world for growth, Brazil is one of the top prospects. Internet access is growingeMarketer predicts the number of Internet users in Brazil will increase from 44.2 million in 2009 to 64.6 million in 2013. In addition, broadband household penetration, a key indicator for the adoption of Web 2.0, is expected to increase from 22.8% to 35.9% in the same time period.
Internet users in Brazil are rapidly adopting social media. According to comScore, in May 2009 Internet users in Brazil logged an average of 6.3 hours on social networks and 1,220 page views per user. These figures ranked them firmly in second place worldwide behind Russia (6.6 hours in the same time period), and almost double the worldwide average (3.7 hours). When evaluating data collected by Ipsos Public Affairs for September-November 2008, it is easy to see that Internet users in Brazil use social networks. A full 70% of Internet users surveyed participate in them, with usage rates peaking at 82% for respondents ages 16 to 24. In comparison, eMarketer estimated 41.2% of Internet users in the US in 2008 had used social networks.
Comparative Estimates: Social Networking Users in Brazil, 2008 (% of Internet Users)
% of Internet users comScore World Metrix, November 2008 Nielsen Online*, March 2009 Universal McCann, July 2009 Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil**, March 2009 Symantec Corp., March, 2009 Deloitte, January 2009 85.3% 80.0% 74.0% 70.0% Age Usage

Research by Symantec Corp. found that 66% of Internet users in Brazil had created a social networking profile in 2008. Similarly, Universal McCann pegged that number at 74% among users ages 16 to 54 in 2008. Universal McCann data also indicated a slight drop in participation in 2009, to 69.0% of the same age group, but Brazil still ranked fourth among countries surveyed. According to a study conducted by Deloitte, from September to October 2008 Internet users in Brazil not only socialized on social networks, chat rooms or message boards more than their counterparts in Germany, Japan, the UK and the US, but they also created personal content and participated in online virtual worlds more readily than respondents surveyed in the other countries.
Weekly Social Media Activities of Internet Users in Select Countries, September-October 2008 (% of respondents)
Brazil Germany Japan UK US Socializing via social networking sites, 82% chat rooms or message boards Creating personal content for others to see (Websites, photos, videos, music or blogs) Participating in online virtual worlds (e.g., Second Life; There.com, MTV's Virtual World) 55% 45% 27% 36% 28% 57% 55% 36% 42%

34%

15%

10%

19% 17%

Note: ages 14-75; use frequently/occasionally Source: Deloitte, "State of the Media Democracy Third Edition," provided to eMarketer, January 12, 2009
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This data is clearly indicative of a highly practiced Internet population, adept in all aspects of Web 2.0 activities.

15+ 16-54 10+

Active reach of Internet users Active reach of social networks and blogs Have ever created a profile Use

66.0% 64.0%

18+ 14-75

Currently have profile Currently have profile

Note: *home only; **in the past three months at any location Source: various, as noted, 2008 & 2009
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For additional information on the above chart, see Endnote 106565 in the Endnotes section.

Brazil Online

Social Media

Mobile
Brazil leads Latin America in total mobile phone subscribers. eMarketer, in June of 2008, estimated 140 million active SIM cards in the country, and forecast 176 million by 2012.
According to the International Telecommunications Union (ITU), Brazil had 150.6 million mobile phone subscribers in 2008, compared with 75.3 million in Mexico and 46.5 million in Argentina.
Comparative Estimates: Internet Users in Brazil, 2008-2010 (millions)
2008 comScore World Metrix*, May 2009 eMarketer, February 2009 IBOPE**, May 2009 Interactive Advertising Bureau Brasil (IAB Brasil)**, August 2009 Universal McCann***, July 2009 27.7 38.8 62.3 13.8 2009 29.1 44.2 62.3 68.5 21.9 2010 50.0 -

comScore data from September 2009 shows that orkut maintains a strong lead over the next-most-popular social networking site, Windows Live Profile, leading by just under 13 million unique monthly visitors. Combined,Windows Live Profile and People had more than 12 million unique visitors, and considering the Windows Live sites were not included in 2008 that is an impressive achievement.Three other rising stars are also threatening orkuts dominance, as Twitter, Facebook and Ning all recorded triple-digit growth.
Top 10 Social Networking Sites Among Internet Users in Brazil, Ranked by Unique Visitors, September 2008 & September 2009 (thousands)
% September September change 2009 2008 1. orkut 2. Windows Live Profile 3. Twitter 4. Windows Live People 5. Facebook 6. Fotolog 7. Sonico 8. Via6 9. Multiply 10. Ning Total social networking category in Brazil Total Internet audience in Brazil 20,752 2,380 360 1,606 2,978 1,413 1,189 257 22,361 26,221 22,845 9,894 5,242 2,228 1,827 1,691 1,632 1,506 1,337 1,102 24,314 31,933 10% 120% 407% 5% -45% 7% 12% 329% 9% 22%

Note: *ages 15+; **ages 16+; ***ages 16-54, daily Internet users Source: eMarketer, February 2009; various, as noted, 2009
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For additional information on the above chart, see Endnote 106546 in the Endnotes section. The latest data from the Agncia Nacional de Telecomunicaes (Anatel), Brazils telecommunications regulator, reported 159.6 million mobile subscribers in Q2 2009, a 19.8% growth rate over the previous year.Anatel estimates a mobile subscription penetration rate of 80.56% for the same quarter. IE Market Research Corp. predicted that there will be 230.8 million mobile phone subscriptions in Brazil by 2013, surpassing the 100% penetration level.

Note: ages 15+; home, work and university locations; excludes traffic from public computers (e.g., Internet cafes) and access from mobile phones and PDAs Source: comScore Media Metrix, provided to eMarketer, November 1, 2009
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September 2008 comScore data indicated that orkut users in Brazil spent an average of nearly 500 minutes per month on the site. The social network is so popular in Brazil that Google publishes the official orkut blog in Portuguese. It is interesting to note that Yahoo! Geocities, ranked a distant second in September 2008, announced its closure the following month and has since shut down completely. In terms of what this means to marketers, Deloittes study also found that 45% of respondents rated online advertising and 8% rated social network advertising as having the most impact on their buying decisions. Marketers must plan accordingly to reach this young, growing and fully engaged audience in Brazil.

Brazil Online

Mobile

Consumers in Brazil are using their mobile phones for various activities. A SeptemberNovember 2008 study by Ipsos Public Affairs for NIC.BR showed near-universal adoption of sending and receiving calls, and more than one-half of users were sending and receiving text messages.
Mobile Activities of Mobile Phone Users* in Brazil, September-November 2008 (% of respondents)
Send and receive calls Send and receive text messages 55% 24% 99%

Mr. Massamormile stated that the prepaid versus postpaid divide in Brazil provides specific opportunities for marketers. The Ipsos Public Affairs study shows a sharp split, with 91% of mobile phone subscribers choosing a prepaid plan in late 2008.
Mobile Phone Owners in Brazil, by Payment Plan, September-November 2008 (% of respondents)
Postpaid 9%

Send and receive photos or images Access music** or videos Access the Internet Other 3% 6% 23%

Prepaid 91%

Note: n=13,359 ages 10+; *used a mobile phone within the past three months; **excluding ringtones Source: Ipsos Public Affairs for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil, "TIC Domiclios e Usurios 2008," March 2009
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Note: n=10,456 ages 10+ Source: Ipsos Public Affairs for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil, "TIC Domiclios e Usurios 2008," March 2009
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The top three mobile network operators in BrazilVivo, Claro and Telecom Italia Mobile (TIM) Brasilall operate a GSM network and offer the latest in mobile phone technology for expanded offerings, including various smartphones and mobile broadband. According to Pyramid Research, Brazil stands to have 27 million mobile broadband subscribers by 2014, a compound annual growth rate (CAGR) of 62% from 2008.
Mobile Broadband Subscribers in Brazil, 2008 & 2014 (millions and CAGR)
2008 2014 1.5 27.0 (62%)

Because most of these consumers do not have credit, noted Mr. Massamormile, advertisers in Brazil could subsidize mobile phone services through mobile advertising. Overall, the opportunities in the mobile arena in Brazil are vast, but marketers have to be smart. According to the Deloitte study, 19% of Internet users felt that mobile phone advertising had the most impact on their buying decisions. Based on the Internet user population, that represents an impressive 8.3 million consumers who are inclined to listen to mobile marketers messages.

Source: Pyramid Research, "Brazil's Brave New Mobile Broadband World: The Rise of Data Cards" as cited in press release, July 28, 2009
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Deloittes State of the Media Democracy Third Edition reported that from September to October 2008, nearly one-half (47%) of mobile phone users in Brazil strongly or somewhat agreed that their mobile phone was an entertainment device. And 21% have used their mobile phone to view video content, while 26% have accessed social networks from their mobile devices. Expanded mobile activity means more opportunities for marketers in Brazil. In an August 2008 interview with eMarketer, Federico Pisani Massamormile of mobile marketing firm Hanzo said, Mobile marketing revenues for 2007 were between 7% and 8% of total carrier revenues, which totaled about BRL5 billion ($2.78 billion in 2008 dollars). That number should double in the next couple of years.

Brazil Online

Endnotes
Endnote numbers correspond to the unique six-digit identifier in the lower left-hand corner of each chart. The charts from the report are repeated before their respective endnotes.
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Comparative Estimates: Online Advertising Spending in Brazil, 2008 & 2009 (millions)
2008 GroupM, April 2009 PricewaterhouseCoopers and Wilkofsky Gruen Associates, June 2009 Projecto Inter-Meios*, August 2009 ZenithOptimedia, July 2009 $333.3 $414.9 2009 $382.5 $449.0 $539.4 $456.0

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Comparative Estimates: Internet Users in Brazil, 2008-2010 (millions)
2008 comScore World Metrix*, May 2009 eMarketer, February 2009 IBOPE**, May 2009 Interactive Advertising Bureau Brasil (IAB Brasil)**, August 2009 Universal McCann***, July 2009 27.7 38.8 62.3 13.8 2009 29.1 44.2 62.3 68.5 21.9 2010 50.0 -

Note: *ages 15+; **ages 16+; ***ages 16-54, daily Internet users Source: eMarketer, February 2009; various, as noted, 2009
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Note: converted at average 2008 exchange rates; *includes paid search and sponsored links Source: various, as noted, 2009
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Citation: GroupM, "This Year, Next Year Worldwide Winter 2008," December 8, 2008; PricewaterhouseCoopers (PwC) and Wilkofsky Gruen Associates, "Global Entertainment and Media Outlook: 2009-2013," June 16, 2009; Projeto Inter-Meios as cited by Interactive Advertising Bureau Brasil (IAB Brasil), "Indicadores de Mercado," August 2009; ZenithOptimedia as cited in Latin Business Chronicle, July 29, 2009

Extended Note: comScore includes home and work locations; excludes traffic from public locations such as Internet cafes and access from mobile phones and PDAs. eMarketer defines an Internet user is a person of any age who uses the Internet from any location at least once per month. IBOPE Nielsen Online includes access from all locations and measures the active digital media universe, defined as persons who actively used a computer connected to the Internet and either generated Web traffic and/or launched and brought into focus any computer application tracked by the Nielsen Online meter in the past 30 days. IAB Brasil includes all locations. Citation: comScore World Metrix as cited in press release, January 23, 2009 and in presentation May 2009; IBOPE Nielsen Online as cited in press release, May 6, 2009; IBOPE Nielsen Online as cited by Interactive Advertising Bureau Brasil (IAB Brasil), "Indicadores de Mercado," August 2009; Universal McCann, "Power to the People: Social Media Tracker Wave 4," July 30, 2009

Brazil Online

Endnotes

106565
Comparative Estimates: Social Networking Users in Brazil, 2008 (% of Internet Users)
% of Internet users comScore World Metrix, November 2008 Nielsen Online*, March 2009 Universal McCann, July 2009 Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil**, March 2009 Symantec Corp., March, 2009 Deloitte, January 2009 85.3% 80.0% 74.0% 70.0% Age Usage

15+ 16-54 10+

Active reach of Internet users Active reach of social networks and blogs Have ever created a profile Use

66.0% 64.0%

18+ 14-75

Currently have profile Currently have profile

Note: *home only; **in the past three months at any location Source: various, as noted, 2008 & 2009
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Extended Note: comScore includes home and work locations; excludes traffic from public locations such as Internet cafes and access from mobile phones and PDAs. Nielsen Online includes social networks and blogs. Citation: comScore World Metrix as cited in press release, November 19, 2008; Deloitte, "State of the Media Democracy Third Edition," provided to eMarketer, January 12, 2009; Ipsos Public Affairs for Ncleo de Informao e Coordenao do Ponto BR (NIC.BR) - Brazil, "TIC Domiclios e Usurios 2008," March 2009; Nielsen Online, "Global Faces and Networked Places: A Nielsen report on Social Networking's New Global Footprint," March 2009; Symantec Corp., "Norton Online Living Report 2009" conducted by Harris Interactive, March 17, 2009; Universal McCann, "Power to the People: Social Media Tracker Wave 4," July 30, 2009

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Related Information and Links

Related Links Agncia Nacional de Telecomunicaes (Anatel)
http://www.anatel.gov.br

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comScore
http://www.comscore.com

Deloitte
http://www.deloitte.com

GroupM
http://www.groupm.com

IAB Brasil
http://www.iabbrasil.org.br

Ipsos Public Affairs

http://www.ipsos-pa.com

ITU
http://www.itu.int

Nielsen Online
http://www.nielsen-online.com

Ncleo de Informao e Coordenao do Ponto BR (NIC.BR)

http://www.nic.br

PricewaterhouseCoopers (PwC)
http://www.pwc.com/outlook

Projeto Inter-Meios
http://www.projetointermeios.com.br/

Universal McCann
http://www.universalmccann.com

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Report Contributors
Susan Reiter Joanne DiCamillo Dana Hill Mike Froggatt Jared Jenks James Ku Nicole Perrin Hilary Rengert Allison Smith Managing Editor Production Artist Production Artist Researcher and Writer Numbers Editor Data Entry Associate and Production Artist Senior Editor Senior Researcher Director of Charts

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