eMarketer 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 Brazilwill 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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Broadband households, an important measure of advancedInternet usage, are also predicted to rise sharply. eMarketerestimates broadband household penetration at 22.8% in 2009,reaching 35.9% in 2013.

All projections indicate that marketers will follow consumersonline.Total online advertising spending estimates for 2009range from $382.5 million (GroupM) to $536.8 million (ProjetoInter-Meios).While the estimates vary, all researchers see thesame trend: double-digit growth.

Brazil leads Latin America and most of the world inengagement with social media. Internet users in Brazil loggedan average of 6.3 hours using social networks in May 2009,nearly double the worldwide average of 3.7 hours. Marketersmust plan accordingly to reach the young, growing and fullyengaged social media audience in Brazil.

Brazil also has the most mobile subscribers in Latin America(140.0 million in 2008). Mobile subscribers are engaged withmarketing content, as mobile Internet advertising is estimatedto reach $24 million in 2009 by PricewaterhouseCoopers (PwC).

Brazil Online

October 2009

® Digital Intelligence Copyright ©2009 eMarketer, Inc. All rights reserved.

Internet Users and Usage 2Online Advertising 4Social Media 6Mobile 7Endnotes 9Related Information and Links 11

Internet Users and Penetration in Brazil, 2008-2013(millions and % of population)

2008 38.8 (19.8%)

2009 44.2 (22.2%)

2010 50.0 (24.9%)

2011 55.0 (27.0%)

2012 60.1 (29.2%)

2013 64.6 (31.1%)

Note: an Internet user is a person of any age who uses the Internet fromany location at least once per monthSource: eMarketer, February 2009

101411 www.eMarketer.com

Brazil Online®

2

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%.

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For additional information on the above chart, seeEndnote 106546 in the Endnotes section.

Other researchers show strong growth in Internet users from 2008to 2009, but the figures are significantly lower.This is because theydo not include all ages and access locations, as eMarketer does. Inthe case of Universal McCann, the firm with the lowest figure, onlyusers ages 16 to 54 were included in the estimate.

Data from a September–November 2008 Ipsos Public Affairs studyfor Núcleo de Informação e Coordenação do Ponto BR (NIC.BR)found that Internet penetration in Brazil was highest for users ages10 to 34. Of the ages surveyed, 69% of respondents ages 16 to 24had the highest likelihood of using the internet.

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The same report also noted a near-even split by gender, with 41%of males and 38% of females having accessed the Internet. Mostof the Internet users in Brazil were located in urban centers, with a43% penetration rate, while only 18% of individuals surveyed inrural areas had ever gone online.

According to Nielsen Online, there were 27.5 million at-homeInternet users in Brazil in July 2009.The average Internet userspent 41 hours with a PC and visited 70 separate domains in thesame month.

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According to IBOPE Nielsen Online data, Google is the top Webbrand in Brazil, with 34.2 million unique visitors in August 2009.MSN/Windows Live/Bing came in second, with 32.6 million uniquevisitors to the changing search engine and portal.

UOL, iG, Globo.com and Terra, all based in Latin America, were alsoincluded in the top 10.

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Comparative Estimates: Internet Users in Brazil,2008-2010 (millions)

comScore World Metrix*, May 2009

eMarketer, February 2009

IBOPE**, May 2009

Interactive Advertising Bureau Brasil(IAB Brasil)**, August 2009

Universal McCann***, July 2009

2008

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 usersSource: eMarketer, February 2009; various, as noted, 2009


Internet Users* in Brazil, by Age,September-November 2008 (% of respondents in eachgroup)

10-15 59%

16-24 69%

25-34 49%

35-44 32%

45-59 16%

60+ 2%

Note: n=20,020; *ever at any locationSource: Ipsos Public Affairs for Núcleo de Informação e Coordenação doPonto BR (NIC.BR) - Brazil, "TIC Domicílios e Usuários 2008," March 2009


Average Web Usage Among At-Home Internet Users inBrazil, July 2009Sessions/visits per person 31

Domains visited per person 70

Duration of Webpage viewed 00:01:02

PC time per person 41:13:45

Active digital media universe 27,500,609

Current digital media universe estimate 40,163,840

Source: Nielsen Online, August 15, 2009


Top 10 Web Brands in the Brazil, Ranked by UniqueVisitors, August 2009 (millions)1. Google 34.2

2. MSN/Windows Live/Bing 32.6

3. Orkut 27.9

4. UOL 27.7

5. Microsoft 25.7

6. iG 24.0

7. Globo.com 22.9

8. Terra 22.8

9. YouTube 22.4

10. Yahoo! 21.9

Note: home and work locations; a Web brand is defined as a consolidationof multiple domains and URLs that has a consistent collection of brandedcontentSource: IBOPE Nielsen Online as cited in press release, September 22, 2009


Brazil Online®

3

Internet Users and Usage

Hitwise, which tracks 90,000 Internet users in Brazil, provides adifferent look at the top Web brands in the country.The first dataderived from the Hitwise panel indicated that Google holds thelead in market share of visits. During the week of August 23, 2009,five out of the top 10 sites visited by Hitwise’s online panel wereGoogle brands.

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Internet users in Brazil are also avid shoppers.According to e-bit’sannual “Web Shopper’s” report, there are an estimated 17.2 milliononline shoppers in Brazil in 2009.And e-bit has forecast onlineshoppers in Brazil will spend BRL10.5 billion ($5.7 billion) this year,an increase of 61.0% over 2007.

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According to a survey by Ipsos Public Affairs for NIC.BR, 16% ofconsumers surveyed in September–November 2008 were onlinebuyers. 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%.

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The same report found that consumer electronics were theleading category of online purchases, with 39% of online buyershaving bought them online in the prior 12 months, followed bybooks, newspapers and magazines, at 28%.

B2C E-Commerce in Brazil, 2001-2009 (billions of BRL)

2001 BRL0.5

2003 BRL1.2

2005 BRL2.5

2007 BRL6.4

2009 BRL10.5

Note: excludes airline tickets, cars and online auctionsSource: e-bit, "Web Shoppers, 20th Edition," August 2009


Online Buyers in Brazil, by Age and Gender,September-November 2008 (% of respondents in eachgroup)Gender

Male 18%

Female 14%

Age

10-15 3%

16-24 15%

25-34 23%

35-44 22%

45+ 22%

Total 16%

Note: n=7,866Source: Ipsos Public Affairs for Núcleo de Informação e Coordenação doPonto BR (NIC.BR) - Brazil, "TIC Domicílios e Usuários 2008," March 2009


Top 10 Websites Among Internet Users in Brazil,Ranked by Market Share of Visits, August 23-29, 2009

1. Google Brasil 11.03%

2. orkut 9.91%

3. Google 8.56%

4. YouTube 3.36%

5. Windows Live Mail 2.61%

6. Google Image Search Brasil 1.23%

7. Globoesporte 0.95%

8. Globo 0.90%

9. Universo Online 0.88%

10. MSN Brasil 0.75%

Source: Hitwise as cited in press release, September 2, 2009


Brazil Online®

4

Online Advertising

Marketers in Brazil have consistently increased

their online advertising in an effort to target the

country’s 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 estimatesBRL987.1 million ($539.4 million) will be spent on online advertisingin 2009, 30% more than in 2008.

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However, sources vary on their estimates of the online ad spacefor 2009. GroupM comes in at the low end, at $382.5 million, whilePwC 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, andGroupM estimated a 15.0% increase. ZenithOptimedia predictedthe most dramatic jump, 95.0% over last year.

While Internet advertising growth outpaces that of nearly all othermedia for 2009, it remains a mere fraction of total advertisingspending in Brazil.According to Projeto Inter-Meios Internet adshad a 4% share.Traditional media dominates, with TV accountingfor 60.1% of ad spending in 2009.

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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.

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Advertising Spending in Brazil, by Media, 2009 (%market share)

TV

60.1%

Newspapers

15.8%

Magazines

7.1%

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 paidsearch and sponsored linksSource: Projeto Inter-Meios as cited by Interactive Advertising Bureau Brasil(IAB Brasil), "Indicadores de Mercado," August 2009


Advertising Spending in Brazil, by Media, 2005-2009(billions of BRL)

2005 2006 2007 2008 2009

TV BRL10.08 BRL10.92 BRL11.89 BRL13.32 BRL14.78

Newspapers BRL2.65 BRL2.71 BRL3.11 BRL3.23 BRL3.33

Magazines BRL1.44 BRL1.51 BRL1.61 BRL1.82 BRL1.98

Radio BRL0.68 BRL0.73 BRL0.77 BRL0.85 BRL0.93

Internet BRL0.27 BRL0.36 BRL0.53 BRL0.61 BRL0.70

Outdoor BRL0.69 BRL0.64 BRL0.54 BRL0.60 BRL0.66

Guides and lists BRL0.42 BRL0.57 BRL0.49 BRL0.56 BRL0.61

Cinema BRL0.05 BRL0.06 BRL0.08 BRL0.09 BRL0.09

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

Note: numbers may not add up to total due to roundingSource: GroupM, "This Year, Next Year Worldwide Winter 2008," December8, 2008 provided to eMarketer, April 2009


Comparative Estimates: Online Advertising Spendingin Brazil, 2008 & 2009 (millions)

GroupM, April 2009

PricewaterhouseCoopers and Wilkofsky GruenAssociates, June 2009

Projecto Inter-Meios*, August 2009

ZenithOptimedia, July 2009

2008

$333.3

-

$414.9

-

2009

$382.5

$449.0

$539.4

$456.0

Note: converted at average 2008 exchange rates; *includes paid searchand sponsored linksSource: various, as noted, 2009


Brazil Online®

5

Online Advertising

According to Projeto Inter-Meios as cited by IAB Brasil, advertisingspending growth rates vary greatly by media channel. Outdoor,Internet and radio advertising show strong growth for 2009 whilepay TV, newspapers, magazines and movie advertising willdecrease.TV, along with guides and lists, will remain relatively flat.

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In contrast, both ZenithOptimedia and GroupM forecast positivegrowth for all media channels throughout 2009. Coming in afterthe 95% increase projected for online spending, Zenith predictedthe highest growth rates for magazines (30%),TV (30%) and radio(29%). GroupM predicted slightly less growth in the samecategories for 2009, with Internet again leading the pack (15%),followed by TV (11%), radio (9%) and magazines (9%). Newspaperadvertising trailed other media significantly; Zenith and GroupMpredicted 12.6% and 3.0% growth rates, respectively.

In terms of advertising’s influence on purchases, Deloitte foundthat 75% of Internet users surveyed in Brazil in fall 2008 believedTV advertising has the most impact on their buying decisions.Rounding out the top three, respondents also cited magazines andonline advertising as influential.

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In contrast to the other countries surveyed,19% of Internet users inBrazil believed that mobile phone advertising impacts their purchasedecisions.Respondents in Japan were a distant second,at 7%.

Consumers are turning more of their attention toward theInternet, as evidenced by their increased penetration levels.Thestrong growth rates predicted for online advertising indicate thatmarketers will follow them there.

Types of Advertising that Have the Most Impact onthe Buying Decisions of Internet Users in SelectCountries, September-October 2008 (% ofrespondents)

Brazil Germany Japan UK US

TV 75% 73% 90% 84% 88%

Magazine 57% 50% 47% 54% 49%

Online 45% 57% 61% 45% 48%

Newspaper 30% 49% 54% 44% 42%

Radio 30% 49% 54% 44% 27%

Billboards or outdoor 14% 21% 6% 14% 10%

Social networking site 8% 2% 6% 6% 8%

In-theater 8% 6% 4% 11% 7%

DVD 9% 4% 3% 8% 7%

Blog 6% 2% 13% 4% 6%

Video game 9% 3% 2% 6% 4%

Mobile phone 19% 3% 7% 5% 3%

Virtual world 7% 1% 0% 1% 1%

Note: n=8,824; respondents were asked for their top threeSource: Deloitte, "State of the Media Democracy Third Edition," provided toeMarketer, January 12, 2009


Advertising Spending Growth in Brazil, by Media, May2009 (% change*)

Outdoor 20.1%

Internet** 18.1%

Radio 10.5%

TV 0.5%

Guides and lists-0.4%

Pay TV-4.5%

Newspapers-10.6%

Cinema-11.9%

Magazines-12.4%

Note: *vs. same period of prior year; **includes paid search andsponsored linksSource: Projeto Inter-Meios as cited by Interactive Advertising Bureau Brasil(IAB Brasil), "Indicadores de Mercado," August 2009


Brazil Online®

6

Social Media

For marketers looking to the developing world for

growth, Brazil is one of the top prospects. Internet

access is growing—eMarketer 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 Brazillogged an average of 6.3 hours on social networks and 1,220 pageviews per user.These figures ranked them firmly in second placeworldwide behind Russia (6.6 hours in the same time period), andalmost double the worldwide average (3.7 hours).

When evaluating data collected by Ipsos Public Affairs forSeptember-November 2008, it is easy to see that Internet users inBrazil use social networks.A full 70% of Internet users surveyedparticipate in them, with usage rates peaking at 82% forrespondents ages 16 to 24. In comparison, eMarketer estimated41.2% of Internet users in the US in 2008 had used social networks.

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Research by Symantec Corp. found that 66% of Internet users inBrazil had created a social networking profile in 2008. Similarly,Universal McCann pegged that number at 74% among users ages16 to 54 in 2008. Universal McCann data also indicated a slightdrop in participation in 2009, to 69.0% of the same age group, butBrazil still ranked fourth among countries surveyed.

According to a study conducted by Deloitte, from September toOctober 2008 Internet users in Brazil not only socialized on socialnetworks, chat rooms or message boards more than theircounterparts in Germany, Japan, the UK and the US, but they alsocreated personal content and participated in online virtual worldsmore readily than respondents surveyed in the other countries.

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This data is clearly indicative of a highly practiced Internetpopulation, adept in all aspects of Web 2.0 activities.

Weekly Social Media Activities of Internet Users inSelect Countries, September-October 2008 (% ofrespondents)

Socializing via social networking sites,chat rooms or message boards

Creating personal content for othersto see (Websites, photos, videos,music or blogs)

Participating in online virtual worlds(e.g., Second Life; There.com, MTV'sVirtual World)

Brazil

82%

55%

34%

Germany

45%

27%

15%

Japan

36%

28%

10%

UK

57%

36%

19%

US

55%

42%

17%

Note: ages 14-75; use frequently/occasionallySource: Deloitte, "State of the Media Democracy Third Edition," provided toeMarketer, January 12, 2009


Comparative Estimates: Social Networking Users inBrazil, 2008 (% of Internet Users)

comScore World Metrix,November 2008

Nielsen Online*, March 2009

Universal McCann, July 2009

Núcleo de Informação eCoordenação do PontoBR (NIC.BR) - Brazil**,March 2009

Symantec Corp., March, 2009

Deloitte, January 2009

% ofInternet

users

85.3%

80.0%

74.0%

70.0%

66.0%

64.0%

Age

15+

-

16-54

10+

18+

14-75

Usage

Active reach ofInternet users

Active reach of socialnetworks and blogs

Have ever created aprofile

Use

Currently have profile


Note: *home only; **in the past three months at any locationSource: various, as noted, 2008 & 2009


Brazil Online®

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Social Media

comScore data from September 2009 shows that orkut maintains astrong lead over the next-most-popular social networking site,Windows Live Profile, leading by just under 13 million unique monthlyvisitors.Combined,Windows Live Profile and People had more than12 million unique visitors,and considering the Windows Live siteswere not included in 2008 that is an impressive achievement.Threeother rising stars are also threatening orkut’s dominance,as Twitter,Facebook and Ning all recorded triple-digit growth.

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September 2008 comScore data indicated that orkut users inBrazil spent an average of nearly 500 minutes per month on thesite.The social network is so popular in Brazil that Googlepublishes the official orkut blog in Portuguese. It is interesting tonote that Yahoo! Geocities, ranked a distant second in September2008, announced its closure the following month and has sinceshut down completely.

In terms of what this means to marketers, Deloitte’s study alsofound that 45% of respondents rated online advertising and 8%rated social network advertising as having the most impact ontheir buying decisions. Marketers must plan accordingly to reachthis young, growing and fully engaged audience in Brazil.

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.

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The latest data from the Agência Nacional de Telecomunicações(Anatel),Brazil’s telecommunications regulator, reported 159.6 millionmobile subscribers in Q2 2009,a 19.8% growth rate over the previousyear.Anatel estimates a mobile subscription penetration rate of80.56% for the same quarter.

IE Market Research Corp. predicted that there will be 230.8 millionmobile phone subscriptions in Brazil by 2013, surpassing the 100%penetration level.




IBOPE**, May 2009



2008

27.7

38.8

-

62.3

13.8

2009

29.1

44.2

62.3

68.5

21.9

2010

-

50.0

-

-

-



Top 10 Social Networking Sites Among Internet Usersin Brazil, Ranked by Unique Visitors, September 2008& September 2009 (thousands)

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 categoryin Brazil

Total Internet audience inBrazil

September2008

20,752

-

2,380

-

360

1,606

2,978

1,413

1,189

257

22,361

26,221

September2009

22,845

9,894

5,242

2,228

1,827

1,691

1,632

1,506

1,337

1,102

24,314

31,933

%change

10%

-

120%

-

407%

5%

-45%

7%

12%

329%

9%

22%

Note: ages 15+; home, work and university locations; excludes traffic frompublic computers (e.g., Internet cafes) and access from mobile phones andPDAsSource: comScore Media Metrix, provided to eMarketer, November 1, 2009


Brazil Online®

8

Mobile

Consumers in Brazil are using their mobile phones for variousactivities.A September–November 2008 study by Ipsos PublicAffairs for NIC.BR showed near-universal adoption of sending andreceiving calls, and more than one-half of users were sending andreceiving text messages.

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The top three mobile network operators in Brazil—Vivo, Claro andTelecom Italia Mobile (TIM) Brasil—all operate a GSM network andoffer the latest in mobile phone technology for expandedofferings, including various smartphones and mobile broadband.

According to Pyramid Research, Brazil stands to have 27 millionmobile broadband subscribers by 2014, a compound annualgrowth rate (CAGR) of 62% from 2008.

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Deloitte’s “State of the Media Democracy Third Edition” reportedthat from September to October 2008, nearly one-half (47%) ofmobile phone users in Brazil strongly or somewhat agreed thattheir mobile phone was an entertainment device.And 21% haveused their mobile phone to view video content, while 26% haveaccessed social networks from their mobile devices.

Expanded mobile activity means more opportunities formarketers in Brazil. In an August 2008 interview with eMarketer,Federico Pisani Massamormile of mobile marketing firm Hanzosaid, “Mobile marketing revenues for 2007 were between 7% and8% of total carrier revenues, which totaled about BRL5 billion($2.78 billion in 2008 dollars). That number should double in thenext couple of years.”

Mr. Massamormile stated that the prepaid versus postpaid dividein Brazil provides specific opportunities for marketers.The IpsosPublic Affairs study shows a sharp split, with 91% of mobile phonesubscribers choosing a prepaid plan in late 2008.

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Because most of these consumers do not have credit, noted Mr. Massamormile, advertisers in Brazil could subsidize mobilephone services through mobile advertising.

Overall, the opportunities in the mobile arena in Brazil are vast, butmarketers have to be smart.According to the Deloitte study, 19%of Internet users felt that mobile phone advertising had the mostimpact on their buying decisions. Based on the Internet userpopulation, that represents an impressive 8.3 million consumerswho are inclined to listen to mobile marketers’ messages.

Mobile Phone Owners in Brazil, by Payment Plan,September-November 2008 (% of respondents)

Note: n=10,456 ages 10+Source: Ipsos Public Affairs for Núcleo de Informação e Coordenação doPonto BR (NIC.BR) - Brazil, "TIC Domicílios e Usuários 2008," March 2009


Postpaid9%

Prepaid91%

Mobile Activities of Mobile Phone Users* in Brazil,September-November 2008 (% of respondents)

Send and receive calls 99%

Send and receive text messages 55%

Send and receive photos or images 24%

Access music** or videos 23%

Access the Internet 6%

Other 3%

Note: n=13,359 ages 10+; *used a mobile phone within the past threemonths; **excluding ringtonesSource: Ipsos Public Affairs for Núcleo de Informação e Coordenação doPonto BR (NIC.BR) - Brazil, "TIC Domicílios e Usuários 2008," March 2009


Mobile Broadband Subscribers in Brazil, 2008 & 2014(millions and CAGR)

2008 1.5

2014 27.0 (62%)

Source: Pyramid Research, "Brazil's Brave New Mobile Broadband World:The Rise of Data Cards" as cited in press release, July 28, 2009


Brazil Online®

9

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.

106483

106483

Citation: GroupM, "This Year, Next Year Worldwide Winter 2008,"December 8, 2008; PricewaterhouseCoopers (PwC) and WilkofskyGruen Associates, "Global Entertainment and Media Outlook:2009-2013," June 16, 2009; Projeto Inter-Meios as cited byInteractive Advertising Bureau Brasil (IAB Brasil), "Indicadores deMercado," August 2009; ZenithOptimedia as cited in LatinBusiness Chronicle, July 29, 2009

106546

106546

Extended Note: comScore includes home and work locations;excludes traffic from public locations such as Internet cafes andaccess from mobile phones and PDAs. eMarketer defines anInternet user is a person of any age who uses the Internet fromany location at least once per month. IBOPE Nielsen Onlineincludes access from all locations and measures the active digitalmedia universe, defined as persons who actively used a computerconnected to the Internet and either generated Web traffic and/orlaunched and brought into focus any computer applicationtracked by the Nielsen Online meter in the past 30 days. IAB Brasilincludes all locations.

Citation: comScore World Metrix as cited in press release,January 23, 2009 and in presentation May 2009; IBOPE NielsenOnline as cited in press release, May 6, 2009; IBOPE Nielsen Onlineas 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




IBOPE**, May 2009



2008

27.7

38.8

-

62.3

13.8

2009

29.1

44.2

62.3

68.5

21.9

2010

-

50.0

-

-

-



Comparative Estimates: Online Advertising Spendingin Brazil, 2008 & 2009 (millions)

GroupM, April 2009

PricewaterhouseCoopers and Wilkofsky GruenAssociates, June 2009

Projecto Inter-Meios*, August 2009

ZenithOptimedia, July 2009

2008

$333.3

-

$414.9

-

2009

$382.5

$449.0

$539.4

$456.0

Note: converted at average 2008 exchange rates; *includes paid searchand sponsored linksSource: various, as noted, 2009


Brazil Online®

10

Endnotes

106565

106565

Extended Note: comScore includes home and work locations;excludes traffic from public locations such as Internet cafes andaccess from mobile phones and PDAs. Nielsen Online includessocial networks and blogs.

Citation: comScore World Metrix as cited in press release,November 19, 2008; Deloitte, "State of the Media Democracy ThirdEdition," provided to eMarketer, January 12, 2009; Ipsos PublicAffairs for Núcleo de Informação e Coordenação do Ponto BR(NIC.BR) - Brazil, "TIC Domicílios e Usuários 2008," March 2009;Nielsen Online, "Global Faces and Networked Places:A Nielsenreport on Social Networking's New Global Footprint," March 2009;Symantec Corp., "Norton Online Living Report 2009" conducted byHarris Interactive, March 17, 2009; Universal McCann, "Power tothe People: Social Media Tracker Wave 4," July 30, 2009

Comparative Estimates: Social Networking Users inBrazil, 2008 (% of Internet Users)

comScore World Metrix,November 2008

Nielsen Online*, March 2009

Universal McCann, July 2009

Núcleo de Informação eCoordenação do PontoBR (NIC.BR) - Brazil**,March 2009

Symantec Corp., March, 2009

Deloitte, January 2009

% ofInternet

users

85.3%

80.0%

74.0%

70.0%

66.0%

64.0%

Age

15+

-

16-54

10+

18+

14-75

Usage

Active reach ofInternet users

Active reach of socialnetworks and blogs

Have ever created aprofile

Use



Note: *home only; **in the past three months at any locationSource: various, as noted, 2008 & 2009


Brazil Online®

11

Related Information and Links

Related LinksAgência Nacional de Telecomunicações (Anatel)http://www.anatel.gov.br

comScorehttp://www.comscore.com

Deloittehttp://www.deloitte.com

GroupMhttp://www.groupm.com

IAB Brasilhttp://www.iabbrasil.org.br

Ipsos Public Affairshttp://www.ipsos-pa.com

ITUhttp://www.itu.int

Nielsen Onlinehttp://www.nielsen-online.com

Núcleo de Informação e Coordenação do Ponto BR (NIC.BR)http://www.nic.br

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

Projeto Inter-Meioshttp://www.projetointermeios.com.br/

Universal McCannhttp://www.universalmccann.com

ContacteMarketer, Inc. Toll-Free: 800-405-084475 Broad Street Outside the US: 212-763-601032nd floor Fax: 212-763-6020New York, NY 10004 [email protected]

Report ContributorsSusan Reiter Managing EditorJoanne DiCamillo Production ArtistDana Hill Production ArtistMike Froggatt Researcher and WriterJared Jenks Numbers EditorJames Ku Data Entry Associate

and Production ArtistNicole Perrin Senior EditorHilary Rengert Senior ResearcherAllison Smith Director of Charts

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