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TABLE OF CONTENTS
Executive Summary 2
Internet Usage 3
Advertising Spend 4
Internet Advertising 5
Social Media 6
Brazil
Advertising Spend 7
Internet Advertising 8
Social Media 9
Mexico
Internet Usage 10
Internet Advertising 11
Social Media 12
Colombia
Advertising Spend 13
Internet Advertising 14
Social Media 15
About WSI 16
Source of all statistics:
Executive Summary
Copyright ©2010 by Research and Management Page 2
2010 – A Year of Economic Recovery
It is safe to say that 2009 was a year of economic crisis for markets all over the world. As the "R" word resonated in the minds of business owners everywhere, they began tightening their budgets to adapt to the economic challenges.
Participation in the recession is a choice, and companies must challenge themselves to evaluate their businesses and understand how they can change in order to surpass the economic conditions.
Though 2009 was a year of hardship, many believe that 2010 will be a year of economic recovery. Over the past year, Internet advertising spending in Latin America increased, as spending through traditional advertising venues, such as newspaper, radio and television shrank. Trends indicate that the Internet will remain strong in 2010.
The #1 fastest growing advertising channel is the Internet, and businesses need to re-invent their marketing strategies and capitalize on this medium in order to rise above the economic challenges.
This Internet Marketing Trends Report is a brief synopsis of the current online marketing activities in Latin America, as well as the projected trends for the coming years. The report covers Internet usage and penetration, total advertising spending, Internet marketing spending and social media trends, specifically for the region’s largest markets for adspend - Brazil, Mexico and Colombia.
For more information about WSI’s Internet marketing services, please contact your local WSI Consultant.
WSI Internet Marketing Trends Report 2010
LATIN AMERICA
LATIN AMERICA Internet Usage
Copyright ©2010 by Research and Management Page 3
WSI Internet Marketing Trends Report 2010
Communicating and Web Surfing are the Most Popular Online Activities
The majority of Internet users in Latin America (77%) use the Web to communicate with others, either through email, instant messaging or social networks
76% of respondents visit websites for news, information, entertainment, work or school
Interestingly, 28% of Internet users download digital content, such as music, videos and graphics
Internet Users in Select Countries in Latin America
Brazil has the most Internet users in Latin America with 31.9 million as of September 2009
Mexico is the 2nd largest market for Internet usage in Latin America (14 million)
The study reports that there were 11.8 million people online in Argentina and 9 million in Colombia
LATIN AMERICA Advertising Spend
Copyright ©2010 by Research and Management Page 4
Brazil, Mexico and Colombia are the Largest Markets for Adspend
According to ZenithOptimedia, Brazil is the region’s largest market for adspend
$11.57 billion was spent advertising in Brazil in 2008
Total advertising expenditure in Mexico reached $5.43 billion, putting Mexico in 2nd place in terms of largest adspend
Colombia falls close behind with $3.83 billion in total adspend
WSI Internet Marketing Trends Report 2010
Advertising Spending in Latin America Rises
Total advertising spending in Latin America is expected to reach $31.33 billion 2010 and increase each year until 2012
In 2011, $33.31 billion will be spent advertising in Latin America
ZenithOptimedia predicts that by 2012, total adspend in the region will reach $35.62 billion
LATIN AMERICA
Copyright ©2010 by Research and Management Page 5
Online Advertising Spending in Latin America
In 2009, $690 million was spent advertising online in Latin America, a considerable increase over the $537 million that was spent in 2008
This year, we can expect to see online advertising in Latin America reach $914 million
Trends indicate that online adspend in the region is expected to continue rising steadily
WSI Internet Marketing Trends Report 2010
The Internet Continues to Take a Larger Share of Total Adspend Dollars
This year, the Internet’s share of total adspend will reach 2.9% and increase to 3.3% in 2011
By 2012, ZenithOptimediapredicts that 3.6% of total advertising dollars will be spent marketing online
As the Internet continues to take a larger share of total adspend, spending on traditional channels will naturally decline
Internet Advertising
LATIN AMERICA Social Media
Copyright ©2010 by Research and Management Page 6
Social Network Site Users in Select Countries in Latin America
A study by comScore reports that social networking usage in Latin America has increased in several countries between 2007 and 2008
As of 2008, 85.3% of Internet users in Brazil were also social network users (increase from 76% in 2007)
73% of the online population in Mexico were also on the social networks as of 2008
Almost 80% of the Colombian online population used social networking sites the same year
WSI Internet Marketing Trends Report 2010
Online Social Network Advertising Spending
According to eMarketer, approximately $10 million was spent on social network advertising in 2009
This year, online social network adspend is expected to reach approximately $15 million
By 2011, about $18 million will be allocated toward advertising on social networks in Latin America
Copyright ©2010 by Research and Management Page 7
Internet Advertising Sees the Most Growth in Brazil
In 2009, Internet adspend growth reached 21%, while adspendgrowth on most other channels declined or grew only marginally
This year, spending growth will increase across all channels, however the Internet will see the largest increase (29.2%)
By 2011, online adspend will grow by 25% in Brazil, while spending on traditional channels will only grow between 3-5%
Online Marketing Exceeds Radio Advertising
In 2009, $502 million was spent advertising on the Internet in Brazil
This year, Internet advertising spending will surpass radio advertising ($649 million compared to $558 million to be spent on radio)
In 2011, $811 million will be allocated toward advertising online and only $586 million toward radio
Trends indicate that Internet adspend is also quickly catching up to magazine adspend
WSI Internet Marketing Trends Report 2010
Advertising SpendBRAZIL
Copyright ©2010 by Research and Management Page 8
Internet AdspendContinues to Rise
Internet advertising expenditure as well as spending growth in Brazil are expected to climb steadily
According to ZenithOptimedia, online advertising will grow 25% in 2011 and reach $811 million
By 2012, online advertising spending will reach $973 million, an increase of 20% over 2011
Internet Advertising Continues to Take a Larger Share of Total Adspend
Each year, the Internet will take up a larger share of total advertising dollars in Brazil
This year, 5% of total adspend will be allocated toward the Internet and next year, this will increase to 5.9%
By 2012, 6.5% of total advertising dollars in Brazil will be spent marketing on the Internet
Traditional marketing channels will see a natural decline in adspendshare as the Internet’s share continues to grow
WSI Internet Marketing Trends Report 2010
Internet AdvertisingBRAZIL
Copyright ©2010 by Research and Management Page 9
Social Networking Usage in Brazil
Brazil is 2nd in the world in terms of average pages viewed per visitor in the social networking category
According to comScore, the average social network user visited on average 1,374 pages
The same study also reports that there are approximately 24.3 million social network site users in the country
Top 10 Social Networking Sites in Brazil
The #1 social networking site in Brazil is orkut (22.85 million unique visitors as of September 2009)
Facebook is the fastest growing social network with a 407% increase in unique visitors between 2008 and 2009
Ning saw a considerable increase in usage as well during this period (329% increase in unique visitors)
Twitter is the 3rd fastest growing social site with 5.24 million unique visitors in September 2009, a 120% increase over the previous year
WSI Internet Marketing Trends Report 2010
Social MediaBRAZIL
Copyright ©2010 by Research and Management Page 10
More People Are Going Online in Mexico
This year, 35.6 million people in Mexico will go online, consuming 31.6% of the country’s total population
In 2011, the Mexican online population will increase to 39.5 million (34.7% of total population)
eMarketer projects that 37.4% of Mexico’s population will be online in 2012 (43.0 million people)
Most Popular Web Properties in Mexico
According to comScore, the most popular Web properties in Mexico are based in the US
The study reports that 10.79 million unique visitors came to Microsoft sites (84.6% reach)
Google sites were ranked in 2nd
place with 10.36 million unique visitors coming to it, reaching 81.3% of the population
In 3rd place are Yahoo! sites, which reached 54.6% of the population (6.97 million unique visitors)
WSI Internet Marketing Trends Report 2010
Internet UsageMEXICO
Copyright ©2010 by Research and Management Page 11
Online Advertising Spending in Mexico
Internet marketing spending in Mexico reached $139 million in 2009, a $31 million increase over the previous year
In 2010, online advertising spending in Mexico is expected to increase again to $182 million
Online Advertising Opportunity - Top 12 Web Categories in Mexico
Mexico shows a strong focus on communication, such as email, instant messaging and social networking with a reach of 73.8%, 72.2% and 64.6% respectively
52.3% of the Mexican online population visit blogs, while 51.3% visit reference sites
Education sites reached approximately 43.3% of Internet users and newspaper sites saw a total reach of 35.0%
The considerable popularity of these Web categories in Mexico present a great opportunity for online advertising through these types of communication channels and in these industries
WSI Internet Marketing Trends Report 2010
Internet AdvertisingMEXICO
Copyright ©2010 by Research and Management Page 12
Top Social Networking Sites in Mexico
hi5.com and metroflog.com are 2 of the most popular social networking sites in Mexico with a reach of 30.8% and 30.1% respectively
Facebook falls in 3rd place with an 18.9% reach, while MySpace reached 17.1% of the population
Other social networks mentioned in the study include sonico.com, fotolog.com and wamba.com
Mexico has a Clear Appetite for Multimedia
According to statistics provided by comScore, multimedia is very important to Mexico’s online landscape
53.4% of the total population in Mexico visit YouTube, putting the country behind only Canada and the UK
The worldwide average reach for YouTube is only 36.3%, meaning Mexico’s engagement in YouTube is above average
WSI Internet Marketing Trends Report 2010
Social Media MEXICO
Copyright ©2010 by Research and Management Page 13
Internet Advertising Growth Exceeds TV Advertising Growth
In 2009, Internet and TV advertising were the only channels that saw an increase in spending growth in Colombia
However, Internet adspendgrowth was higher at 7.3% with TV at 5.7% in 2009
In 2010 and 2011, online adspendgrowth will continue to remain higher than traditional channels, which will only grow between 1-4%
Advertising Expenditure in Colombia by Media
ZenithOptimedia reports that in 2009, $59 million was spent advertising on the Internet in Colombia
This year, online advertising will increase to $66 million and again in 2011 to $73 million
Though television advertising still dominates in Colombia, Internet adspend growth trends indicate that is it gaining more strength each year
WSI Internet Marketing Trends Report 2010
Advertising SpendCOLOMBIA
Copyright ©2010 by Research and Management Page 14
Online Adspend Growth Recovers in 2010
Though Internet advertising spending growth declined in 2009 to 7.3% (from 12.2% in 2008), it will bounce back in 2010
This year, Internet adspend will grow 11.2% and remain consistent at this rate in 2011
Online adspend growth will level off at 10.9% in 2012
Internet Advertising Spending Climbs Steadily
$59 million was spent advertising online in 2009, an increase of $4 million over 2008
Advertisers in Colombia will spend $66 million on Internet advertising this year
This number is projected to increase to $73 million and $81 million in 2011 and 2012 respectively
Trends indicate that Internet advertising is becoming more popular in Colombia as more dollars are being allocated toward this channel
WSI Internet Marketing Trends Report 2010
Internet AdvertisingCOLOMBIA
Copyright ©2010 by Research and Management Page 15
Colombia is Among the Top 10 in Terms of Social Networking Engagement
According to a study by comScore, Colombia was ranked among the top 10 countries worldwide with the highest engagement in social networking
A social network visitor in Colombia spent approximately 4.1 hours per visit, placing the country close behind the US in terms of average hours per visitor
The study also reports that a Colombian social network visitor viewed an average of 473 pages
Colombia is Ranked Top 3 for Facebook Usage
Colombia is one of 3 countries that lead all others in Facebookpenetration worldwide
comScore reports that 84.2% of Internet users in Colombia also use Facebook
The vast usage of Facebook and other social networking sites in Colombia present a considerable opportunity for markers who advertise on these social portals
WSI Internet Marketing Trends Report 2010
Social MediaCOLOMBIA
ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing solutions to suit the needs of multiple industries. The company has the world’s largest Internet Consultants’ network and a 100-person strong head office in Toronto, Canada. WSI Internet Marketing Consultants have helped thousands of small and medium-sized businesses realize their online marketing potential. By using innovative Internet technologies and advanced digital marketing strategies, businesses can have a WSI Internet Marketing System tailored to their individual needs to elevate their Internet presence and profitability to new levels. The company has held the Number 1 spot in Entrepreneur Magazine’s Franchise 500 listing under the Technology category for 10 years in a row under the technology category. With the support and cooperation of its customers, franchise network, employees, suppliers and charitable organizations, WSI aims to help make child poverty history through its global outreach program (www.makechildpovertyhistory.org). For more information about WSI’s offerings and business opportunities, please visit our website at www.wsicorporate.com.
The information herein is the property of Research and Management Corporate (RAM).
©2010 RAM. All rights reserved.