Comscore Chile July2011 English

July 2011
State of The Internet with a Focus on Chile

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© comScore, Inc. Proprietary and Confidential. 2 V0411

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Some of Our Largest Clients in Latin America Include…


Latin America Continues Audience Growth

 Growth is flat in North America, European Worldwide Online Population
growth mostly driven by Russia (Millions)

 Growth in Latin America expected to continue +10%
on the back of increased residential 1,374.0
broadband penetration region-wide 1,244.1

 Growth in Latin America likely to also
continue as more people move from shared-
access environment to home & work use May 2010 May 2011

+15% May 2010
Mar 2011
562.5 +5%
492.8
366.9 ---
349.9
+31% +14%
207.2 207.6
90.5 119.0 103.8 118.0

Asia Pacific Europe North America Middle East - Africa Latin America

© comScore, Inc. Proprietary and Confidential. 6 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, May 2010 and May 2011

Online Audience Sizes in Latin America, 15+ Home & Work

 Significant growth in most markets in Latin America over the past year
 Growth in mature markets of Argentina and Chile flattening

Online Population Sizes (MM)
+19% Latin America

42.5
35.9
+21%
+2% +18%
19.4 +3%
16.0 +27% +10%
12.7 13.0 11.1 13.0
7.1 7.3
4.1 2.5 3.2 1.2 1.3

Brazil Mexico Argentina Colombia Chile Peru Puerto
Venezuela Rico
May-10 May-11

Source: comScore Media Metrix, May 2010 to May 2011

Argentina, Peru, Brazil Have Highest Internet Usage Rates in Region

 Certainly among countries with higher Internet and broadband penetration rates,
Chile’s average usage of 15.3 hours per user in May was lower than others in the
region
 Chile’s average usage was 1.4 hours more than the global average per user

Internet Users (Millions) in Total Hours Online per
Latin America Visitor in Latin America
WW Avg: 23.9
Brazil 42.5
Brazil 27.1
Mexico 19.4
Mexico 25.8
Argentina 13.0
Argentina 28.7
Colombia 13.0 Colombia 26.6
Chile 7.3 Chile 25.3
Peru 4.1 Peru 27.4
Venezuela 3.2 Venezuela 22.6
Puerto Rico 1.3 Puerto Rico 18.5

Source: comScore Media Metrix, May 2011

Individual Countries’ Demographic Composition Varies Widely

 Venezuela, Colombia, Mexico and Brazil have largest proportion of young users
 Chile and Argentina’s youth composition is close to global average

Composition of Internet Audience 15+

Countries with Chile 27% 26% 21% 15% 10%
High Internet
Penetration
Argentina 29% 26% 18% 14% 13%

Medium Brazil 29% 33% 21% 11% 6%
Internet
Penetration Colombia 41% 25% 20% 10% 4%

Mexico 40% 24% 20% 11% 5%
Low Internet
Penetration
Venezuela 44% 27% 15% 9% 5%

15-24 25-34 35-44 45-54 55+


Age Distribution in Chile is Older Than Latin American Average

 Internet users in Latin America skew slightly young: 62% of the Internet audience
is between 15 and 35 years old, compared to 53% of the global online population
 Chile’s age distribution is markedly similar to the Worldwide average

Composition of Internet Audience 15+

Chile 27% 26% 21% 15% 10%

Latin America 33% 29% 20% 11% 7%

Worldwide 26% 26% 22% 14% 12%

15-24 25-34 35-44 45-54 55+


Young People Drive Internet Consumption in Chile

 15-24 year olds in Chile are the heaviest Internet users, outpacing every other
age group in Latin America as well as the global and regional averages for the
age group

Average Time Online by Age
Hours per Visitor
35.0 32.7
30.0
25.3 24.4
25.0 23.2 22.8
19.9
20.0
15.0
10.0
5.0
-
Total 15+ 15-24 25-34 35-44 45-54 55+

Chile Latin America Worldwide


Instant Messengers, Social Networking, and Blogs are Key Online
Categories in Chile

Reach of Key Categories
105
93% News/Information 57%
Social Networking Index: 122
Index: 126 92
76% 63%
89% 57%
Search/Navigation 106
105 Technology 106
85% 54%
77% 55%
Multimedia 121
112 Games 108
69% 51%
73% 46%
e-mail 109
118 Education 146
62% 31%
69% 44%
99 103 Business/Finance 95
Directories/Resources 70% 46%
64% 37%
Instant Messengers 112
184 TV 106
35% 35%

198 63% 33%
Blogs 124 Photos 121
51% 28%
63% 28%
Community 126
111 Sports 86
57% 33%

100 59% 21%
Downloads 101 Travel 67
58% 32%
59% 20% Chile
Retail 91104 Health 87
23% Worldwide
65%


Chile has Highest Social Networking Reach in Latin America

Social Networking Sites
 Social Networking is the top category in May 2011 % Reach
Chile, reaching 93 percent of the web
population WW 76%
Asia Pacific 60%
 Chile already led the region in Social Europe 84%
Networking penetration a year ago –
North America 90%
hence flat growth over the past year
Latin America 90%

Social Networking Sites Brazil 88%
Average Usage
Mexico 90%
(Hours per Visitor)
Argentina 92%
8.2
7.0 Colombia 90%
5.7
Chile 93%
Peru 90%
Venezuela 89%

Chile Latin America Worldwide Puerto Rico 85%

Source: comScore Media Metrix (Panel Only), May 2011

Chile is among countries that spend the largest share of their online
time on Social Media

Philippines Japan
41% 4%

Netherlands
14%
Chile
30%

France
Italy South Korea 15%
29% Malaysia 8%
31%
Selected countries with highest and lowest share of total time spent on Social Networking
Internet Audience 15+ accessing Internet from Home or Work
© comScore, Inc. Proprietary and Confidential. 14 Source: comScore Media Metrix, May 2011

Chile is #4 Facebook Market, #16 Twitter Market by Reach

Facebook.com Top 16 Markets by % Reach Twitter Top 16 Markets by % Reach
Philippines 93.9 Netherlands 30.6
Turkey 91.8 Brazil 26.7
Israel 91.5 Japan 25.2
Chile 90.7 Indonesia 23.8
Argentina 89.1 Venezuela 23.7
Malaysia 88.7 Philippines 21.6
Colombia 87.3 Turkey 20.5
Indonesia 86.6 United Kingdom 18.7
Peru 86.4 Singapore 18.4
Venezuela 86.1 Canada 17.6
Canada 85.8 Argentina 17.2
Mexico 84.6 Colombia 16.1
Finland 82.0 Spain 15.3
Puerto Rico 80.6 Mexico 14.7
Norway 80.5 United States 14.0
United States 80.4 Chile 13.8


Despite Drops in Reach, IM Still a Key Component of Online Behavior

 Latin Americans continue to be strong Instant Messengers
users of Instant Messengers, with reach May 2011 % Reach
in the region far surpassing global WW 35%
averages
Asia Pacific 23%
 Reach in Chile has dropped substantially, Europe 39%
on par with the global drop in IM reach North America 24%
Latin America 69%
 Usage in Chile is below regional avg
Instant Messengers Brazil 74%
Average Usage
(Hours per Visitor) Mexico 71%
7.1 Argentina 70%
6.4
5.4 Colombia 66%
Chile 64%
Peru 77%
Venezuela 59%


Chilean Webmail Reach is Declining Slightly, As in Rest of the World

E-mail Sites
 Webmail use in Chile is following the May 2011 % Reach
general global downward trend, with a
drop of 11 percent YOY WW 62%
Asia Pacific 47%
 Chile’s higher internet and broadband
Europe 66%
penetration rates may be the cause of
North America 79%
below-average email usage, with users
Latin America 78%
more likely to rely on IM and SN chat
E-mail Sites Brazil 81%
Average Usage
Mexico 77%
(Hours per Visitor)
Argentina 74%
2.5 2.3 Colombia 80%
1.9
Chile 73%
Peru 84%
Venezuela 67%


Retail Visiting in Chile Still Below Regional, Global Averages

 Chile’s visitation rates to Retail sites Retail Sites
hovers around the regional average May 2011 % Reach

WW 65%
 Average usage of 25.2 minutes per visitor
Asia Pacific 58%
are well below the Latin American
average, and less than half the global Europe 72%
average North America 81%
Latin America 63%

Retail Sites Brazil 70%
Average Usage Mexico 60%
(Minutes per Visitor)
56.4 Argentina 64%
Colombia 56%
35.0
Chile 59%
25.2
Peru 59%
Venezuela 55%
Puerto Rico 62%


Chilean Internet Shoppers are not Browsing Across Multiple Categories

Chile vs Regional & Global Reach of Retail Subcategories
18.3% 3.4%
Department Stores 6.5% Mall 3.2%
8.1% 4.9%
12.4% 2.6%
Comparison Shopping 19.4% 4.0%
21.6% Fragrances/Cosmetics 5.1%
12.0% 2.6%
Computer Hardware 12.9% Retail - Food 1.7%
16.5% 5.8%
11.2% 2.3%
Computer Software 11.9% Retail - Music 3.1%
12.6% 3.6%
10.8% 2.3%
Consumer Electronics 18.2% Retail - Movies 2.4%
17.6% 4.8%
6.9% 2.0%
Books 9.1% Health Care 2.4%
9.6% 6.3%
6.0%
Apparel 10.5% 1.7%
18.6% Toys 1.8%
2.9%
4.7%
Home Furnishings 2.2% 1.5%
7.0% Consumer Goods 1.9%
5.1%
4.4%
Tickets 3.8% 1.5%
4.5% Chile Sports/Outdoor 6.7%
3.8% 6.5%
Latin America
3.7% Jewelry/Luxury 1.4%
Flowers/Gifts/Greetings 4.7% Worldwide 1.8%
Goods/Accessories 4.1%

Chileans Rate Their Local Ecommerce Sites Among the Lowest

 In a custom survey conducted by comScore in November, Brazilians were more
likely to agree that locally-developed shopping sites were excellent or very good
 Respondents in Peru and Chile were least likely to consider their local shopping
sites as excellent or very good

Share of Survey Respondents Stating that the Quality of Local Websites
is Excellent/Very Good
54%
44%
38% 39%
29%
21%

Brazil Mexico Argentina Chile Colombia Peru

Q4: How would you rate the quality of Local Websites when shopping online?
Base: Respondent makes purchases online.

© comScore, Inc. Proprietary and Confidential. 20 Source: comScore Latin America E-Commerce Study, November 2010

Consumers Evenly Split in Local vs International Site Preferences

About half prefer local websites over international websites in Chile

Q: If given one option, would you prefer to shop on International or Local Websites?

24%
42% 51% 45%
52% 52%
International
Websites
76%
58% Local
49% 49% 55% 48% Websites

Brazil Mexico Argentina Chile Colombia Peru

Q5: If given one option, would you prefer to shop on International or Local Websites?
Base: Respondent makes purchases online.

© comScore, Inc. Proprietary and Confidential. 21 Source: comScore Latin America E-Commerce Study, November 2010

Top Sites: Retail

 The top Retail site in Chile is Argentinian e-commerce site Mercado Libre, with
20% reach and average usage of 18.8 minutes per user
 Chilean retailers Cencosud, Falabella, and Ripley figure prominently among top
10 Retail sites

Top Retail Sites: Chile Top Retail Sites: Chile
% Reach Average Minutes per User

MercadoLibre 20.6 MercadoLibre 18.8
Amazon Sites 12.0 Amazon Sites 4.9
Cencosud S.A. 10.3 Cencosud S.A. 8.5
Falabella Chile 8.2 Falabella Chile 6.8
RIPLEY.CL 8.0 RIPLEY.CL 9.5
Apple.com Worldwide Sites 5.8 Apple.com Worldwide Sites 5.8
BuscaPe.com Inc. 5.5 BuscaPe.com Inc. 2.0
Grupo Sodimac 5.1 Grupo Sodimac 11.9
LAPOLAR.CL 4.0 LAPOLAR.CL 9.4
Bing Ciao 3.8 Bing Ciao 2.1

© comScore, Inc. Proprietary and Confidential. 22 Chilean Internet Audience 15+ accessing Internet from Home or Work

Travel Sites Have Room for Growth All Over Latin America

Travel Sites
 Visitation to Travel sites from Chile is May 2011 % Reach
among the lowest in the region – with only
21 percent of the Chilean audience WW 32%
visiting a site in the category Asia Pacific 23%
Europe 44%
 Average usage also has plenty of room North America 45%
for growth – the average of 12.4 minutes
Latin America 24%
per user is half the global average
Travel Sites Brazil 25%
Argentina 25%
25.8
Colombia 24%
13.0 Chile 21%
12.4
Peru 27%
Venezuela 21%
Puerto Rico 27%


Top Sites: Travel

 Lan Chile is, by far, the most commonly visited site in the category, but with only
4.8 percent of the audience
 Various online travel agents are also represented among the top 10 Travel sites,
with Expedia leading the group with 2.1 percent reach

Top Travel Sites: Chile Top Travel Sites: Chile

LanChile S.A. 4.8 LanChile S.A. 18.3
Expedia Inc 2.1 Expedia Inc 3.3
TRANSANTIAGOINFORMA.CL 2.0 TRANSANTIAGOINFORMA.CL 6.4
Despegar-Decolar Sites 1.3 Despegar-Decolar Sites 8.4
VIAJESFALABELLA.CL 1.3 VIAJESFALABELLA.CL 6.3
SKYAIRLINE.CL 0.8 SKYAIRLINE.CL 8.7
TRANSANTIAGO.CL 0.8 TRANSANTIAGO.CL 0.1
VIAJEROS.COM 0.8 VIAJEROS.COM 1.8
VISITCHILE.COM 0.7 VISITCHILE.COM 2.4
PANAGEOS.ES 0.6 PANAGEOS.ES 1.0


Chile Leads Latin America in Business/Finance Site Visitation

Business/Finance Sites
 Chile has the highest reach of May 2011 % Reach
Business/Finance sites in Latin America,
but is still below the global average and WW 46%
far lower than North American and Asia Pacific 40%
European averages Europe 54%
North America 67%
 Usage averaged 34.4 minutes per visitor
Latin America 37%
in May
Business/Finance Sites Brazil 42%
Argentina 37%
40.9
34.4 Colombia 34%
29.0
Chile 44%
Peru 38%
Venezuela 41%
Puerto Rico 39%


Top Sites: Business/Finance

 Top sites in the category include a number of banks, led by Banco Estado and
Grupo Santander
 Banco de Chile logged the most usage among the banks, averaging 24.9
minutes per user, but tax filing season saw SII getting the most average usage
among the top sites, averaging 27.7 minutes per user
Top Business/Finance Sites: Chile Top Business/Finance Sites: Chile

BANCOESTADO.CL 15.2 BANCOESTADO.CL 16.3
SII.CL 10.5 SII.CL 27.7
Grupo Santander 8.6 Grupo Santander 19.5
Banco Crédito Inversiones 5.9 Banco Crédito Inversiones 24.0
Terra Chile Economia 5.8 Terra Chile Economia 4.7
Banco de Chile 5.4 Banco de Chile 24.9
SERVIPAG.COM 3.9 SERVIPAG.COM 8.8
CMRFALABELLA.COM 3.4 CMRFALABELLA.COM 6.8
Emol Economia 3.3 Emol Economia 1.6
Grupo BBVA 3.2 Grupo BBVA 16.5


Banking, Taxes Index High During Filing Season in Chile

 Though visiting to Banking sites from Chile is above average, Personal Finance,
Online Trading, and Financial News/Research are still far below global averages

Chile vs Regional & Global Reach of Business/Finance Subcategories
123
32%
Banking 24%
27%
6%
News/Research 7%
18%
11%
Personal Finance 9%
16%
Financial 11%
8%
Information/Advice 12%
1%
Online Trading 1%
3%
11% Chile
Taxes 2% Latin America
1%
Worldwide


Newspaper Sites

Newspaper Sites
 More than a third of Chilean Internet May 2011 % Reach
users visited a newspaper site in May
WW 32%
 Usage of 26.5 minutes per user falls just Asia Pacific 23%
slightly short of the global average Europe 41%
North America 43%
Latin America 30%

Newspaper Sites Brazil 14%
Argentina 48%
28.8
26.5 26.1 Colombia 43%
Chile 35%
Peru 41%
Venezuela 38%
Puerto Rico 39%


Chile’s Appetite for Online Sports Not as Great As Others in Region

Sports Sites
 Chileans do not visit Sports sites at the May 2011 % Reach
same rate as their counterparts in Brazil
and Argentina WW 33%
Asia Pacific 24%
 Across all of Latin America, visiting to
Europe 39%
sports sites saw a jump last June for the
North America 46%
World Cup, but one year later, usage has
Latin America 36%
returned to previous levels
Sports Sites Brazil 45%
Average Usage
Mexico 31%
46.8 Argentina 40%
35.8 Colombia 31%
Chile 28%
20.3
Peru 27%
Venezuela 24%



Entertainment Sites Draw a Significant Audience in Chile

Entertainment Sites
 86 percent of web users in Chile visited May 2011 % Reach
an Entertainment site in May
WW 81%
 Usage in Chile is slightly higher than the Asia Pacific 75%
regional and global averages, with users
Europe 85%
spending an average of 3 hours on
North America 87%
Entertainment sites
Latin America 84%

Entertainment Sites Brazil 83%
(Hours per Visitor)
Argentina 85%
3.0 2.9 2.8 Colombia 85%
Chile 86%
Peru 88%
Venezuela 77%
Puerto Rico 78%


Multimedia, Music, and Kids Index Highest

 A few entertainment categories receive more than their “fair share” of visitors
from Chile: Multimedia, Music, TV, and Kids
Chile vs Regional & Global Reach of Entertainment Subcategories
123
77%
Multimedia 74%
69%
56%
Entertainment - Music 57%
43%
37%
TV 34%
35%
25%
Entertainment - Movies 24%
29%
21%
Entertainment - News 24%
21%
19%
Kids 17%
10%
13%
Radio 18%
13% Chile
11% Latin America
Humor 11%
10% Worldwide


Top Entertainment Sites

 Unsurprisingly, YouTube leads the Entertainment category, with 70 percent
reach of the Chilean web audience. Usage averages at almost 2 hours per user
 Vevo, the labels’ online video offering, attracts more than a third of Chileans
online

Top Entertainment Sites: Chile Top Entertainment Sites: Chile
YOUTUBE.COM 70.7 YOUTUBE.COM 155.0
VEVO 35.1 VEVO 13.7
Viacom Digital 22.2 Viacom Digital 11.3
MUSICA.COM 18.4 MUSICA.COM 7.2
Television Nacional De Chile 13.8 Television Nacional De Chile 9.7
LACUARTA.COM 13.7 LACUARTA.COM 11.2
Terra Entertainment 12.1 Terra Entertainment 8.7
CHILEVISION.CL 10.8 CHILEVISION.CL 12.3
DAILYMOTION.COM 10.3 DAILYMOTION.COM 14.4
Emol Entretencion 10.3 Emol Entretencion 1.1


Online Video Viewers in Chile Watch the Fewest Videos

 Average time spent watching online video in Latin America are still far lower than
averages in North America and Europe: for example, average time spent
watching video in the U.S. was 15.7 hours over the same time period

 Given the region’s Online Video Viewing in Latin America
appetite for Average Hours per Viewer
Entertainment, expect
to see continued growth 9.0
in online video 7.7 7.0 7.6
consumption as
broadband penetration
continues to increase

Brazil Mexico Argentina Chile

Total Number of
Videos (MM): 2,972 1,813 942 541

Source: comScore Video Metrix , January 2011

CHILE: ONLINE SEARCH ACTIVITY

Searchers Share of Searches by Property
7.0 million unique searchers
95.4% of Internet population Google Sites Facebook, 4%
Average 157 searches per searcher 93% Microsoft Sites, 2%

Yahoo! Sites, 1%
Searches
All Other, 1%
1.1 billion searches
1.3 billion search result pages
281 million search visits

Source: comScore qSearch, May 2011

Cookie Deletion is a Global Reality … and a Global Challenge

Ad Server Cookies Web Site Cookies

Average # of Average # of
Percent of cookies per Percent of cookies per
Country computers computer computers computer
deleting for same deleting for same
campaign web site
Lat Am 43% 8.4 33% 4.6
Argentina 45% 8.5 36% 4.4
Brazil 43% 8.8 32% 4.1
Chile 43% 7 30% 3.8
Colombia 45% 7.1 35% 4
Mexico 43% 8.1 31% 4.5
Peru 45% 10.1 34% 5.2
Venezuela 43% 6.6 32% 3.9
Source: comScore Study: “The Impact of Cookie Deletion
© comScore, Inc. Proprietary and Confidential. 35
on Site-Server and Ad-Server Metrics in Latin America”
May 2011

Comscore Chile July2011 English

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