Press Releases

March 7, 2012

Online Shopping Continues its Ascent in Brazil

Total Visits to Online Retail Sites Jumps 19 Percent as Holiday Shopping Season Helps Bring Market to New Heights

MercadoLibre and Lojas Americanas Rank as the Most-Engaging Retail Destinations in Brazil

São Paulo, March 7, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on Brazil’s online shopping landscape from its comScore Media Metrix Service. The report found that engagement with Retail sites grew strongly in 2011 as consumers turned to the convenience of the web to shop for and purchase goods. Compared to the previous year, the fourth quarter of 2011 saw engagement with retail content grow by double-digits across key metrics including minutes, pages and visits, while MercadoLibre and Lojas Americanas drove significant engagement in the category.

Online Shopping Eases Way into Brazilians’ Digital Lives

In Q4 2011, Brazilians spent a total of 4.1 billion minutes on sites within the Retail category, an increase of 10 percent from the previous year as a growing population of online shoppers paired with retailers’ expanding digital strategies drove increased usage in the category. Brazilian consumers viewed more than 8.3 billion pages of Retail content in Q4 2011, up 14 percent versus the previous year, while the total number of visits to the category jumped 19 percent.

Growth in Engagement in the Retail Category
Total Brazil, Age 6+, Home & Work Locations*
Q4 2011 vs. Q4 2010
Source: comScore Media Metrix
  Retail Category
  Q4 2010 Q4 2011 % Change
Total Pages (MM) 7,374 8,377 14%
Total Minutes (MM) 3,790 4,152 10%
Total Visits (000) 747,218 885,680 19%

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

MercadoLibre Accounts for More than 1 in 5 Minutes Spent in the Retail Category

An analysis of the most engaging retail destinations in Brazil found MercadoLibre as the market leader with visitors averaging nearly 20 minutes on the site in December, consuming 36 pages of content and visiting the site an average of 3.7 times. Lojas Americanas followed with visitors averaging 10 minutes during the month and consuming 17 pages of content, followed by Magazineluiza.com.br with 9.1 minutes per visitor in December.

Most Engaging Retail Destinations Among the Ten Most-Visited Destinations in the Category
Total Brazil, Age 6+, Home & Work Locations*
December 2011
Source: comScore Media Metrix
  Average Minutes per Visitor Average Pages per Visitor Average Visits per Visitor
Retail 31.8 64 6.9
MercadoLibre 19.6 36 3.7
Lojas Americanas 10.2 17 2.7
Magazineluiza.com.br 9.1 16 2.0
Casasbahia.com.br 7.4 19 2.1
Netshoes Group 7.1 18 2.3
Pontofrio.com.br 7.0 16 2.2
Extra.com.br 5.7 15 2.2
BuscaPe.com Inc. 5.2 10 2.4
Wal-Mart 4.1 11 2.1
UOL Shopping 1.6 5 1.6

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Brazil’s Online Shopper

An analysis of visitors to the Retail category in December found that although people between the ages of 25-34 accounted for the largest share of visitors to the category at 30.7 percent, 35-44 year olds exhibited the heaviest engagement with an average of 36.6 minutes and 72 page views per visitor. Geographically, consumers in São Paulo accounted for one-third of visitors to the Retail category (34.2 percent), while shoppers in Rio had the highest engagement at 34.9 minutes and 72 page views per visitor.

Demographic Profile of Retail Category Visitor
Total Brazil, Age 6+, Home & Work Locations*
December 2011
Source: comScore Media Metrix
  % Composition Unique Visitors Average Minutes per Visitor Average Pages per Visitor
Total Audience 100.0% 31.8 64
Males 51.2% 33.3 67
Females 48.8% 30.2 62
Persons Age:      
Persons: 15-24 26.8% 26.7 56
Persons: 25-34 30.7% 33.9 69
Persons: 35-44 20.4% 36.6 72
Persons: 45-54 11.0% 33.7 67
Persons: 55+ 7.3% 33.9 65
State (Brazil)      
São Paulo 34.2% 32.6 67
Rio de Janeiro 12.2% 34.9 72
Minas Gerais 7.3% 33.7 68
Paraná 7.6% 27.1 57
Rio Grande do Sul 6.4% 27.5 55
Santa Catarina 4.6% 30.6 62
Bahia 4.5% 30.9 61
Distrito Federal 3.7% 32.7 66
Other 19.5% 31.1 61

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

Contact:
Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com