Record Number of Brazilians Turn to the Web for Planning and Booking Travel

Brazilian Travel Site Audience Nearly Triples in Past Three Years with 1 in 3 Online Users Visiting the Category in July 2012

São Paulo, Brazil, August 29, 2012 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on the growth of the online travel market in Brazil from its Comscore MMX service. The report found that 16.5 million Brazilians visited Travel sites in July 2012, gaining 18 percent in the past year as a record number of Brazilians turned to the web to plan and book travel.

“2012 has been marked by rapid growth in the Brazilian online travel space with the top holiday months of January and June representing new visitation records for the category,” said Alex Banks, Comscore managing director for Brazil and vice president for Latin America. “Whether they are purchasing flights, researching hotels, scouring travel sites for trip advice, or other travel-related activities, Brazilian consumers are increasingly relying on the web for all of their travel planning needs. Suppliers and OTAs need to ensure their digital strategies address this growing audience of online-savvy travelers, especially as we see increasing competition to attract new customers and retain current ones.”

HotelUrbano, Decolar and TAM Lead as Top Travel Destinations in Brazil

In July 2012, 16.5 million online users age 6 and older accessed travel sites from a home or work computer, an increase of 18 percent from the previous year and nearly tripling in audience size since July 2009. A look at the top travel sites (at the domain level) found that local brands secured nearly all the top positions in the ranking. led as the top destination, reaching 3.1 million unique visitors in July, followed by with 2.3 million visitors. Airline destinations secured the next two spots with reaching 2.3 million visitors and reaching nearly 2 million visitors. OTA site ranked as the fifth largest travel site with 1.7 million visitors.

Top Travel Domains by Unique Visitors
 July 2012
Total Brazil, Age 6+, Home & Work Locations*
  Total Unique Visitors (000)
Travel 16,517 3,137 2,306 2,287 1,952 1,688 1,193 1,115 1,019 823 780 544 480 476 390 368 340 313 277 238

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs.

1 in 3 Travel Category Visitors are 25-34 Years Old

Analysis of visitors to the Travel category found that males and females were nearly equally likely to visit the category and consume content, with both gender groups accounting for nearly half of visitors and page views. Among age segments, visitors age 25-34 accounted for nearly 1 in every 3 visitors to the Travel category (32.6 percent), but older age segments displayed a higher likelihood to visit Travel sites than an average Internet user. Persons age 45-55 were 21 percent more likely to visit travel sites (index of 121), while those age 55 and older indexed even higher at 128. Both age segments also displayed a higher likelihood to consume travel content than an average Internet user with a page view index of 126 and 156, respectively.

Geographically, São Paulo accounted for 32 percent of visitors the Travel category, followed by Rio de Janeiro with 13 percent of visitors. Although representing just 4.6 percent of travel category visitors, online users in Distrito Federal were 18 percent more likely to access travel sites than an average Internet user and 60 percent more likely to consume travel content (index of 160), displaying the strongest geographic skew among states.

Demographic Profile: Travel Category
 July 2012
Total Brazil, Age 6+, Home & Work Locations*
  % Composition Unique Visitors Composition Index Unique Visitors % Composition Page Composition Index Page Views
Total Audience 100.0% 100 100.0% 100
All Males 50.6% 103 49.8% 95
All Females 49.4% 97 50.2% 106
Persons - Age        
Persons: 15-24 17.8% 99 12.3% 55
Persons: 25-34 32.6% 109 33.3% 104
Persons: 35-44 22.5% 110 24.4% 115
Persons: 45-54 15.3% 121 17.2% 126
Persons: 55+ 8.3% 128 11.0% 156
State (Brazil)        
São Paulo 32.0% 97 29.0% 91
Rio de Janeiro 13.0% 101 15.2% 125
Minas Gerais 7.3% 96 6.3% 84
Paraná 7.3% 100 6.2% 83
Rio Grande do Sul 6.0% 90 5.4% 81
Santa Catarina 4.5% 101 3.8% 79
Bahia 4.0% 104 3.8% 93
Distrito Federal 4.6% 118 6.4% 160
Other 21.2% 104 23.7% 113

*Does not include visits from public Access computers, such as Internet cafes, 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

Sarah Radwanick
Director, Regional Product Marketing
Comscore, Inc.
+44 (0) 20 7099 1784

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