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Jennifer West
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2 Internet Usage Internet Users in Brazil Has Increased Steadily There has been a steady rise in the online population in Brazil over the past few years In 2009, 64.8 million people were online, consuming 32.6% of the country s entire population Last year, this number increased to 72.2 million (35.9% of the total population) This year, the online population is expected to reach 79 million Online Media and Entertainment Activities Watching online videos is the most popular media and entertainment activity among Internet users in Brazil, according to 53% of respondents 44% of Internet users read newspapers / magazines online Meanwhile, 14% of respondents use the Internet to update their blogs or photoblogs, and 12% share movies on video sites Copyright 2011 by Research and Management Page 2

9% of the total population) This year, the online population is expected to reach 79 million Online Media and Entertainment Activities Watching online videos is the most popular media and

3 Advertising Spend Advertising Spending in Brazil Expected to Rise Advertisers in Brazil will increase their spending year over year Total advertising expenditure in Brazil is projected to increase by 9.9% this year to $15.65 billion Next year, $17.18 billion will be spent on total advertising, a 9.8% increase over 2011 According to ZenithOptimedia, total advertising spending will increase by 8.6% in 2013 to reach $18.66 billion Internet AdspendShare Surpasses Outdoor Advertising This Year Internet advertising in Brazil will take a slightly larger share of total advertising dollars over outdoor advertising This year, 4% of total advertising budgets will be allocated toward the Internet, an even match to radio advertising Copyright 2011 by Research and Management Page 3

8% increase over 2011 According to ZenithOptimedia, total advertising spending will increase by 8.6% in 2013 to reach $18.

4 Internet Advertising Marketers Spend More Advertising Online Internet advertising spending in Brazil will increase by 10% this year to reach $650 million Next year, online advertising budgets will rise again by 9.2% to $710 million ZenithOptimediaestimates that an additional $60 million will be spent advertising online by 2013 ($770 million), an 8.5% increase over the previous year Internet s AdspendShare Remains Steady The Internet s share of total advertising dollars in Brazil is expected to level off at 4.1% next year and remain steady into 2013 Researchers predict that as the Internet continues to grow in popularity in Brazil, so will more advertising dollars be apportioned to this channel Copyright 2011 by Research and Management Page 4

5% increase over the previous year Internet s AdspendShare Remains Steady The Internet s share of total advertising dollars in Brazil is expected to level off at 4.

5 Social Media Time Spent Per Day on Social Networks The majority of Internet users (32.1%) spend more than 2 hours a day on social networks 14% of respondents admitted to spending 1.5 to 2 hours a day on social networks, while 10% said they spend about hours Almost 23% of the online population dedicate between a half hour to an hour on social networks Popular Social Networking Activities Looking at friends photos is the most popular social networking activity in Brazil, according to 86.3% of respondents Writing and reading comments are ranked as the 2 nd and 3 rd most popular social networking activities (70% and 67.9% of respondents) 40.9% of respondents said they click on news and links shared online via social networks Copyright 2011 by Research and Management Page 5

5 hours Almost 23% of the online population dedicate between a half hour to an hour on social networks Popular Social Networking Activities Looking at friends photos is the most popular social

6 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 across 80 countries with its head office in Toronto, Canada. WSI Consultants have helped thousands of businesses realize their online marketing potential. By using innovative Internet technologies and advanced digital marketing strategies, businesses can have a WSI Digital Marketing Plan tailored to their individual needs to elevate their Internet presence and profitability to new levels. 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 ( For more information about WSI s offerings and business opportunities, please visit our website at The information herein is the property of Research and Management Corporate (RAM). Each WSI franchise office is an independently owned and operated business RAM. All rights reserved.

WSI Consultants have helped thousands of businesses realize their online marketing potential.

TABLE OF CONTENTS. Germany Overview 24 Spain Overview 27 Portugal Overview 30 The Netherlands Overview 32 Czech Republic Overview 34 About WSI 35

TABLE OF CONTENTS. Germany Overview 24 Spain Overview 27 Portugal Overview 30 The Netherlands Overview 32 Czech Republic Overview 34 About WSI 35 TABLE OF CONTENTS Executive Summary 2 United Kingdom Internet Usage 3 Total Advertising 4 Digital Advertising 5 Display Advertising 7 Search and Social 8 Social Media 9 Mobile Marketing 11 Europe Total