ComScore Brazil Future in Focus 2013
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Transcript of ComScore Brazil Future in Focus 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.March 2013
Key Insights from 2012 and What They Mean for the Coming Year
© comScore, Inc. Proprietary. 2
Introduction
Executive Summary
Media fragmentation is occurring at light speed in
today’s multi-platform environment, which
features not only computers, but smartphones,
tablets, gaming platforms and a seemingly ever-
increasing number of emerging devices.
Major media events in 2012, like the Olympics for
example, have shown us that consumers have
become more platform agnostic in their digital
media consumption and happily switch devices
throughout the day and into the night to stay up to
date on email, news, social media etc.
comScore has been preparing for a future
scenario where most people will consume content
on the go and PCs would no longer be the centre
of the digital universe. This future is quickly
becoming a reality.
The following report examines how the latest
trends in web usage, online video, mobile and
search, social and shopping are currently shaping
the Brazil digital marketplace and what that
means for the coming year, as comScore helps
bring the digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:
Ana Laura Zain [email protected]
#FiFBrasil
© comScore, Inc. Proprietary. 3
Content
SETTING THE SCENE
Global Overview 4
Latin American Online Landscape 8
2013 BRAZIL FUTURE IN FOCUS
Online Landscape in Brazil 13
Digital Audience Behaviour 17
Focus:
� Social 24
� Retail 28
Online Video 32
Search 39
Multiple Device Usage 42
Online Advertising in Brazil 46
Conclusions 51
Methodology & about comScore 55
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
GLOBAL OVERVIEW
#FiFBrasil
© comScore, Inc. Proprietary. 5
Distribution of Worldwide Internet AudienceAsia Pacific and Europe Leading the Online Universe
9% Middle East - Africa
8% Latin America35% of the Latin American Audience is located in Brazil
14% North America
42% Asia Pacific
27% Europe
Source: comScore Media Metrix, December 2012, Worldwide 15+
© comScore, Inc. Proprietary. 6
Time Spent and Growth Across RegionsUsers in North America Spent Most Time Online
42.8
26.9
22.718.9 18.2
North America Europe Latin America Asia Pacific Middle East -Africa
Ho
urs
pe
rV
isit
or
Global Average: 24,7 Hours a Month
Source: comScore Media Metrix, December 2012, Worldwide 15+
© comScore, Inc. Proprietary.
Brazil Still Ranks as the 7th Largest Internet Audience (H&W, 15+) And Largest Market in Latin America
comScore Media Metrix, December 2012, 15+
Russia and India have experienced a
massive growth of 15% and 51%
respectively last year
343,784
189,457
73,593
70,717
61,345
52,448
45,803
43,021
39,357
31,138
China
United States
Japan
India
Russian Federation
Germany
Brazil
France
United Kingdom
South Korea
Total Internet Total Unique Visitors (000)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
LATIN AMERICA ONLINE LANDSCAPE
#FiFBrasil
© comScore, Inc. Proprietary. 9Source: comScore Media Metrix, December 2012, Latin America 15+
Online Audience Across Latin America35% of Latin America’s 131 Million Internet Users are in Brazil
45
,80
3
24
,11
5
13
,79
4
9,7
23
7,4
57
5,5
05
4,6
92
1,4
68
To
tal
Un
iqu
e V
isit
ors
(0
00
)
Total Latin America Online Audience reaches 131 Million Visitors
© comScore, Inc. Proprietary. 10Source: comScore Media Metrix, December 2012, Latin America 15+
Engagement Across Latin American AudiencesConsumers in Brazil spend 27 hours per month online on their PC
27.0
25.1
24.3
23.4
22.7
19.8
18.1
16.2
15.9
Brazil
Argentina
Peru
Chile
Latin America
Mexico
Colombia
Venezuela
Puerto Rico
Ave
rag
e H
ou
rs p
er
Vis
ito
r
© comScore, Inc. Proprietary. 11Source: comScore Media Metrix, December 2012, Latin America 15+
Under 35 Year Olds Accrue Over 60% of Time Spent in Latin America Composition of Minutes By Age Group Varies Greatly, Brazil most 25+
31.6
31.3
22.3
31.2
48.9
40.4
38.0
35.3
47.6
28.6
26.2
31.8
25.3
24.0
22.9
26.5
23.7
25.3
19.3
17.3
21.3
17.9
14.6
17.0
17.5
17.7
14.4
12.6
11.9
13.8
13.2
8.6
10.8
10.6
10.8
8.8
7.9
13.2
7.4
12.3
3.8
4.8
7.5
12.5
3.9
Latin America
Argentina
Brazil
Chile
Colombia
Mexico
Peru
Puerto Rico
Venezuela
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
% o
f To
tal M
inu
tes
© comScore, Inc. Proprietary. 12
Brazilians Aged 25-34 and 35-44 Spend More Time Surfing the Web Than the Average in Other Regions
24.9
22.3
23.1
18.4
25.3
31.8
24.2
19.9
20.2
21.3
20.6
19.9
15.2
13.8
17.5
19.0
14.4
7.4
14.7
22.8
Worldwide
Brazil
Europe
North America
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore Media Metrix, December 2012, 15+
% o
f To
tal M
inu
tes
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
BRAZIL ONLINE LANDSCAPE
#FiFBrasil
© comScore, Inc. Proprietary. 14
Brazil Internet Consumption on the Up In December 52,3M (6+) Brazilians Surfed the Web via a Home or Work Computer
98,906
107,555
Gro
wth
Ove
r 1
Ye
ar
+9%
Total Pages Viewed (000)
Source: comScore Media Metrix, December 2011 - 2012, Brazil 6+
© comScore, Inc. Proprietary. 15Source: comScore Media Metrix, December 2012, Brazil 6+
Profile: Brazil Online Audience
12,4%
18,0%
30,0%
20,4%
12,7%
6,5%
6-14 15-24 25-34 35-44 45-54 55+
49% 51%
% Composition of Unique Visitors
Age:
© comScore, Inc. Proprietary. 16Source: comScore Media Metrix, December 2012, Brazil 6+
Regional Internet Population Distribution and Average Usage
BR Region: Northeast 25,3 Hours Online
BR Region: Southeast 23,6 Hours Online
BR Region: South 26,4 Hours Online
BR Region: Center-west24,4 Hours Online
BR Region: North24,7 Hours Online
4,7%
13,4%
54,9%
18,2%
8,8%
% Of Online Population
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
DIGITAL AUDIENCE BEHAVIOUR
#FiFBrasil
© comScore, Inc. Proprietary. 18Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+
Social Media Captures Most PC Screen Time in BrazilTotal Time Spent on Social Media Saw 167% Growth
To
tal M
inu
tes (
MM
)
The average Brazil internet user spent 9,3 hours on social media sites during December 2012
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000F
eb-2
01
0
Ma
r-20
10
Apr-
201
0
Ma
y-2
01
0
Ju
n-2
010
Ju
l-2
01
0
Aug
-20
10
Sep
-20
10
Oct-
201
0
No
v-2
01
0
De
c-2
01
0
Ja
n-2
011
Fe
b-2
01
1
Ma
r-20
11
Apr-
201
1
Ma
y-2
01
1
Ju
n-2
011
Ju
l-2
01
1
Aug
-20
11
Sep
-20
11
Oct-
201
1
No
v-2
01
1
De
c-2
01
1
Ja
n-2
012
Fe
b-2
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2
Ma
r-20
12
Apr-
201
2
Ma
y-2
01
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Ju
n-2
012
Ju
l-2
01
2
Aug
-20
12
Sep
-20
12
Oct-
201
2
No
v-2
01
2
De
c-2
01
2
News/Information Games Entertainment Services Social Media
© comScore, Inc. Proprietary. 19Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+
Real Estate is One Of Fastest Growing Web Categories in Brazil
+2%
+4%
+4%
+5%
+10%
+11%
+17%
+18%
+18%
+20%
YOY Growth
Tota
l U
niq
ue V
isitors
(000)
4,241
21,884
13,413
18,152
13,706
38,517
15,880
42,230
17,116
4,877
5,090
25,931
15,861
21,159
15,176
42,548
16,732
44,032
17,766
4,997
Real Estate
Education
Health
Lifestyles
Telecommunications
Directories/Resources
Travel
Retail
Government
Business to BusinessDec-2011
Dec-2012
© comScore, Inc. Proprietary. 20Source: comScore Media Metrix, December 2011 vs. December 2012, Brazil 6+
Politics Category Shows 189% Growth Reaching 3,9 Million Visitors in December
1,355
1,245
13,401
2,183
1,071
3,415
3,908
2,110
20,833
3,205
1,500
4,497
Politics
Jewelry/Luxury Goods/Accessories
Beauty/Fashion/Style
Financial Information/Advice
Health Care
Airlines
Tota
l U
niq
ue V
isitors
(000)
YOY Growth
189%
69%
55%
47%
40%
32%
© comScore, Inc. Proprietary. 21Source: comScore Media Metrix, December 2012, Brazil 6+
Top Web Properties in Brazil
47,89045,504 45,384 43,986 42,676 42,181
38,587 37,446
28,410
19,10918,724
8,88311,987
17,902
12,1898,601
6,8274,821 3,405
1,791
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. 22Source: comScore Media Metrix, February 2010 - December 2012, Brazil 6+
The Evolution of Some Key Content Categories in BrazilTo
tal
Un
iqu
e V
isit
ors
(0
00
)
0
10,000
20,000
30,000
40,000
50,000
60,000
Entertainment
News/Information
Retail
Health
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
FOCUS ON SOCIAL MEDIA AND RETAIL
#FiFBrasil
© comScore, Inc. Proprietary. 24
We are Social
Always and Everywhere
© comScore, Inc. Proprietary. 25Source: comScore Media Metrix, December 2012, 15+
Brazilians Highly Engaged With Social ContentAveraging Nearly 10 Hours in December on Social Networking Sites
365.8
579.0
342.9328.3
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
Brazil World-Wide
Average Minutes per Visitor on Social Networking Sites
© comScore, Inc. Proprietary. 26Source: comScore Media Metrix, December 2012, Brazil 6+
Facebook and Orkut Top Social Network RankingASK.FM on the rise
Median Age
32,3
32,1
31,6
28,0
34,2
29,5
35,4
29,8
33,8
31,9
43,986
12,346
9,168
8,481
7,942
6,115
1,827
1,660
1,411
1,254
FACEBOOK.COM
Orkut
TWITTER.COM
ASK.FM
TUMBLR.COM*
BADOO.COM
DEVIANTART.COM
VOSTU.COM
Myspace
Total Unique Visitors (000)
© comScore, Inc. Proprietary. 27Source: comScore Media Metrix, December 2012, Brazil 6+
Share of Time Spent in Social Networks in Brazil
92.8%
2.1%
1.6%1.0% 0.8%
1.7%
Ask.fm
OrkutTumblr Twitter
Other
© comScore, Inc. Proprietary. 28Source: comScore Media Metrix, December 2011- 2012, Brazil 6+
Rise in Retail Audience in Brazil in 2012
34,000
36,000
38,000
40,000
42,000
44,000
46,000
+ 4%
Total Unique Visitors (000)Retail Category
© comScore, Inc. Proprietary. 29
Online Visits in Brazil to Retail Websites Are Also Increasing
6.2
6.4
6.6
6.8
7.0
7.2
7.4
7.6
7.8
8.0
Average Visits per VisitorRetail Category
+11%
Source: comScore Media Metrix, December 2012, Brazil 6+
© comScore, Inc. Proprietary. 30Source: comScore Media Metrix, December 2012, Brazil 6+
Mercado Livre is the Leader Amongst Online Retailers in Brazil With More than 14 Million Visitors
14,294
8,105
5,693 5,310 5,137 4,980 4,597 4,027 3,626 3,424 3,340
Total Unique Visitors (000)Top Retailers in Brazil
© comScore, Inc. Proprietary. 31
Buscape Continues to Lead the Comparison Shopping Sites in Brazil
Source: comScore Media Metrix, December 2012, Brazil 6+
14,759
10,934
3,539
1,6471,241 1,194
616 428 375 349
Total Unique Visitors (000)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
ONLINE VIDEO
#FiFBrasil
© comScore, Inc. Proprietary. 33Source: comScore Video Metrix, December 2012, Brazil 6+
Videos Viewed Grew 18% in One Year in Brazil
Dec 2012
18%
Dec 2011
Total Unique Viewers (000)
Total Unique Viewers (000)
109.7
129.3
Videos Viewed per Viewer
© comScore, Inc. Proprietary. 34
In Brazil Online Video is Growing Faster than Other Leading Markets
0.0
50.0
100.0
150.0
200.0
250.0
300.0
U.S. U.K. Worldwide Brazil
Dec-2011 Dec-2012
-1%+11%
+3%
+18%
Source: comScore Video Metrix, December 2011 vs. December 2012, 15+
Videos Viewed per Viewer
© comScore, Inc. Proprietary. 35Source: comScore Video Metrix, December 2012, Brazil 6+
Google (YouTube) is Still King of Online Video in Brazil
Videos per Viewer
83,8
12,4
5,0
14,9
6,0
8,4
7,0
2,2
12,0
4,5
38,922
17,667
17,504
14,893
8,423
7,782
6,463
6,214
4,071
3,692
Google Sites
VEVO
FACEBOOK.COM
Globo
Viacom Digital
Auditude, Inc.
UOL
Yahoo! Sites
Terra - Telefonica
R7 Portal
Unique Viewers (000)
© comScore, Inc. Proprietary. 36Source: comScore Video Metrix, December 2012, Brazil 6+
Who Uses YouTube to Boost Their Reach?
17,339
10,305
9,260
7,808
6,662
5,435
3,714
3,305
2,804
2,375
VEVO @ YouTube
Maker Studios Inc. @ YouTube
FullScreen @ YouTube
Warner Music @ YouTube
Machinima @ YouTube
Som Livre @ YouTube
BroadbandTV @ YouTube
ygent @ YouTube
deckdisc @ YouTube
band @ YouTube
Top YouTube Partner Channels by Unique Visitors (000)
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
© comScore, Inc. Proprietary. 37Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+
Top Online Video Content PropertiesFacebook gains more than 400%
408%
318%
172%
136%
86%
34%1% -2% -7%
Brazil Top Online Video Content Properties by % Growth
© comScore, Inc. Proprietary. 38
Facebook Gaining Space Among Main Video Players in Other Markets
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Brazil U.S. U.K.
Dec-2011
Dec-2012
408%
39%
64%
Facebook % Change by Unique Visitors
Source: comScore Video Metrix, December 2011 vs. December 2012, Brazil 15+
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
SEARCH
#FiFBrasil
© comScore, Inc. Proprietary. 40Source: comScore, qSearch, December 2012, Latin America 15+
Argentina Leads The Way With Most Searches per Searcher in LatAmSearchers in Brazil searched 142 times on average during December
165.3 161.8
148.7 145.9 145.4 145.3 141.7
93.3
Se
arc
hes
pe
r S
ea
rch
er
© comScore, Inc. Proprietary. 41Source: comScore, qSearch, December 2012, Brazil 6+
Brazilians Search on Facebook and MercadoLibreNot Just Search Engines
129,6
4,6
11,8
4,4
4,4
8,6
3,3
3,0
5,9
2,8
Searches per Searcher
43,802
19,267
14,095
13,523
11,167
8,521
5,791
5,294
4,811
3,803
Google Sites
FACEBOOK.COM
MercadoLibre
Terra - Telefonica
Ask Network
Microsoft Sites
UOL
Buscape Company
Yahoo! Sites
Globo
Unique Searchers (000)
© comScore, Inc. Proprietary. 42
MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 43Source: comScore Device Essentials, December 2012, Brazil, 15+
Device Share of Page Views Mobiles and Tablets are Gaining on PC for Content Consumption
98%
95%
1%
3%
1%
2%
0% 0%
Dec - 11 Dec - 12
Other
Tablet
Mobile
PC
93%
85%
5%
9%
2%
5%
0% 0%
Dec - 11 Dec - 12
© comScore, Inc. Proprietary. 44Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+
Brazil Traffic Share Trend: Mobile Devices & Tablets Are Steadily Growing in Terms of Total Page Views
80.0%
82.0%
84.0%
86.0%
88.0%
90.0%
92.0%
94.0%
96.0%
98.0%
100.0%
PC Mobile Tablet Other
© comScore, Inc. Proprietary. 45
News and Information Category Consumption by Mobile Devices is Growing Even Faster
80%
82%
84%
86%
88%
90%
92%
94%
96%
98%
100%
Other
Tablet
Mobile
PC
Source: comScore Device Essentials, December 2011 - 2012, Brazil, 15+
% Traffic Share Trend for News/Information Category
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
ONLINE ADVERTISING
#FiFBrasil
© comScore, Inc. Proprietary. 47
789,991,006
352,238,449
274,068,465
101,384,159
89,108,007
48,613,550
33,609,581
19,813,821
18,213,549
14,775,283
14,613,043
Total Brazil
Portals
Social Media
Entertainment
Services
News/Information
Sports
Games
Lifestyles
Entertainment -…
Blogs
Source: comScore Ad Metrix, 2012, Brazil 6+
The Majority of the Display Ads Served in Brazil are on Portals and Social Media Sites
Display Ad Impressions in Brazil (000) during 2012
© comScore, Inc. Proprietary. 48
Display Ads in Brazil Year 2012 by Advertiser Dafiti Was the Biggest Online Advertiser in 2012
25,203,912
23,857,375
9,274,274
9,066,021
8,559,628
6,995,928
6,778,475
5,911,463
5,520,456
5,200,288
Dafiti.com.br
Netshoes.com.br
Netflix, Inc.
Microsoft Corporation
MRV Engenharia e Participações S.A.
Telefonica Group
Pank! Negocios Online
America Movil S.A.B de C.V.
Google Inc.
The Point LLC
Display Ad Impressions in Brazil (000) during 2012
Source: comScore Ad Metrix, 2012, Brazil 6+
© comScore, Inc. Proprietary. 49
December 2012 Display Ad Impressions by Publisher (Top Ten)
Display Ad Impressions in Brazil (000)
December 2012
Source: comScore Ad Metrix, December 2012, Brazil 6+
29,884,613
7,332,933
7,237,923
3,666,963
3,642,588
3,499,807
1,810,589
1,618,612
1,130,348
279,676
FACEBOOK.COM
UOL
Globo
Google Sites
Microsoft Sites
Terra - Telefonica
Yahoo! Sites
R7 Portal
IG Portal
Grupo Abril
© comScore, Inc. Proprietary. 50
Ad Impressions in Facebook Saw 173% Growth During the Past Year
10,951
29,885
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000 Facebook Display Ad Impressions in Brazil (MM)
Source: comScore Ad Metrix, December 2011 - 2012, Brazil 6+
+ 173%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
CONCLUSION
#FiFBrasil
© comScore, Inc. Proprietary. 52
Key Takeaways
Facebook remains the leading social network
Social Networks capture the largest percentage of
consumers’ time in Brazil. Some of the engagement
metrics are impressive, especially when compared
with other markets and the worldwide average.
Online video continues to grow
The online video consumption in Brazil grew 18
percent in 2012. YouTube is still top video property
followed by VEVO. Facebook clearly showing growth
as a platform for hosting and delivering video.
Brazil is the most engaged market in
Latin America
Consumers in Brazil spend more than 27
hours per month online on their PC,
representing the highest of all 8 Latin-
American markets analysed. Real Estate
and Education were the fastest growing
categories.
Media landscape is fragmenting
Page views in Brazil are increasing to occur
on a smartphone or tablet. The adoption of
internet enabled devices is more and more
contributing to a more fragmented digital
media landscape.
© comScore, Inc. Proprietary. 53
2013: Putting the Future in Focus
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise
in prominence as part of peoples’ personal lives
and in business environments. Consumers are
quickly becoming platform agnostic in their digital
media consumption and in today’s world they can
choose when and how they’d like to consume
content. It might be that they started watching a
film at home on their TV, continued watching it on
their smartphone on the way to work, and finished
watching it in bed at night on their tablet.
It’s the pinnacle of convenience for consumers,
but an utter headache from an audience
measurement and advertising analytics
standpoint. comScore has adapted to this
changing digital world to become a trusted
resource for understanding cross-platform
consumer behaviour and enabling multi-platform
unification of all data.
Consumers have already adopted multiple
platforms and devices – 2013 is the year
businesses need to follow if they desire a unified,
platform-agnostic view of consumer behaviour.
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Brazil Digital Future in Focus 2013
#FiFBrasil
Key Insights from 2012 and What They Mean for the Coming Year
@comScoreLATAM
www.comscore.com
www.facebook.com/comscoreincMedia Requests: [email protected]
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
METHODOLOGY
#FiFBrasil
© comScore, Inc. Proprietary. 56
Methodology and Definitions
This report utilises data from the comScore suite of products, including
comScore Media Metrix Multi-Platform, comScore qSearch, comScore Ad
Metrix, comScore Video Metrix, and comScore Device Essentials
comScore Media Metrix
The comScore Media Metrix suite of syndicated products sets the standard
for digital audience measurement and media planning. Powered by Unified
Digital Measurement™, the revolutionary measurement approach that
bridges panel-based and website server-based metrics to account for 100
percent of a site’s audience, Media Metrix delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.
Media Metrix reports on more than 70,000 entities, with audience
measurement for 43 individual countries and 6 global regions, as well as
worldwide totals.
The comScore Media Metrix product suite includes individual products
utilised within this report including comScore Media Metrix Multi-Platform
(Beta), comScore qSearch, comScore Ad Metrix and comScore Video
Metrix.
http://www.comscore.com/Products/Audience_Analytics/Media Metrix
© comScore, Inc. Proprietary. 57*Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices.
Methodology and Definitions
comScore Device Essentials*
comScore Device Essentials provides insight into digital traffic share across
all devices worldwide, offering detail into device characteristics, connection
type, and category consumption. The product is based on the comScore
Unified Digital Measurement (UDM) approach, measuring browser-based
page views coming from computers, mobile, and other connected devices
to more than one million domains tagging with comScore.
For more information, please visit:
www.comscore.com/Products_Services/Product_Index/Device_Essentials
© comScore, Inc. Proprietary. 58
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,
mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom
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France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, ViaMichelin and Yahoo!.
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