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Escenario del Comercio Digital
Marzo, 2017
Alejandro Fosk
SVP para Amrica Latina
comScore, Inc.
@comScoreLATAM comScoreCommerce
comScore, Inc. Proprietary. 2comScoreCommerce
Escenario del Comercio Digital
Estacionalidad
Comercio Mvil
Conclusiones
Agenda
comScore, Inc. Proprietary. comScore, Inc. Proprietary. 3
Escenario del Comercio Digital
en Latinoamrica
comScore, Inc. Proprietary. 4comScoreCommerce
71.7%
79.2%
64.5%
57.2%
64.6%
52.9%
70.5%
39.4%34.6%
29.9%27.3% 28.5% 25.4%
34.8%
Argentina Brasil Chile Colombia Mxico Per U.S. Hispanic
Porcentaje de Alcance en Sitios de Retail y Travel por PasFuente: comScore MMX, Hogar y Trabajo, PC/Laptop, Promedio 2016, 15+
Retail Travel
Brasil y Argentina lideran la regin en Alcance en sitios de
Retail y Travel.
1
2
12
comScore, Inc. Proprietary. 5comScoreCommerce
173,065
172,198
169,292
128,888
125,854
107,596
61,041
56,731
Social Media
Portals
Entertainment
Retail
News/Information
Lifestyles
Sports
Travel
Visitantes nicos (000) de las Principales Categoras en Amrica LatinaFuente: comScore MMX, LATAM, Hogar y Trabajo, PC/Laptop, Promedio 2016, 15+
En Amrica Latina, ms usuarios visitan sitios de Retail que
de Noticias/Informacin.
comScore, Inc. Proprietary. 6comScoreCommerce
0 20,000 40,000 60,000 80,000 100,000 120,000
Services
Entertainment
Social Media
Portals
Search/Navigation
News/Information
Retail
Directories/Resources
Lifestyles
Business/Finance
Technology
Games
Sports
Travel
Visitantes nicos (000) por Categora y por Plataforma en BrasilFuente: comScore MMX MP, Brasil, Diciembre 2016, 18+
Slo Desktop Multiplataforma Slo Mvil
En Brasil, los usuarios de Retail usan principalmente
desktop y los de Travel, mviles.
comScore, Inc. Proprietary. 7comScoreCommerce
0 10,000 20,000 30,000 40,000 50,000 60,000
Entertainment
Services
Social Media
Search/Navigation
Portals
News/Information
Directories/Resources
Retail
Lifestyles
Technology
Games
Business/Finance
Travel
Visitantes nicos (000) por Categora y por Plataforma en MxicoFuente: comScore MMX MP, Mxico, Diciembre 2016, 18+
Slo Desktop Multiplataforma Slo Mvil
En Mxico, los usuarios de Retail son principalmente
multiplataforma y los de Travel, mviles.
comScore, Inc. Proprietary. 8comScoreCommerce
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Visitantes nicos (000) en las Subcategoras de Retail en BrasilFuente: comScore MMX MP, Brasil, Diciembre 2016, 18+
Consumer Electronics lidera la lista de subcategoras de
Retail en Brasil
comScore, Inc. Proprietary. 9comScoreCommerce
0
500
1,000
1,500
2,000
2,500
3,000
Visitantes nicos (000) en las Subcategoras de Retail en ChileFuente: comScore MMX MP, Chile, Diciembre 2016, 18+
En Chile, Department Stores lidera la lista de subcategoras
de Retail
comScore, Inc. Proprietary. 10comScoreCommerce
0
500
1,000
1,500
2,000
2,500
3,000
Online TravelAgents
Travel -Information
Airlines Hotels/Resorts Ground/Cruise Transactions Car Rental
Visitantes nicos (000) en las Subcategoras de Travel en ColombiaFuente: comScore MMX MP, Colombia, Diciembre 2016, 18+
Los sitios de Online Agents lideran la lista de subcategoras
en Colombia.
comScore, Inc. Proprietary. 11comScoreCommerce
0
100
200
300
400
500
600
700
800
900
1,000
Travel -Information
Online TravelAgents
Airlines Hotels/Resorts Ground/Cruise Transactions Car Rental
Visitantes nicos (000) en las Subcategoras de Travel en PerFuente: comScore MMX, Per, Enero-Diciembre 2016, 15+
En Per, los sitios de informacin de viajes lideran la lista
de subcategoras de Travel.
comScore, Inc. Proprietary. 12comScoreCommerce
115.451.0
29.016.1
15.014.2
13.211.5
8.27.97.57.26.56.06.05.45.35.2
4.13.63.5
Books
Consumer Goods
Fragrances/Cosmetics
Apparel
Department Stores
Consumer Electronics
Jewelry/Luxury Goods/Accessories
Computer Software
Home Furnishings
Computer Hardware
Retail - Food
Retail - Music
Sports/Outdoor
Toys
Auctions
Comparison Shopping
Mall
Tickets
Health Care
Flowers/Gifts/Greetings
Retail - Movies
Minutos Promedio por Usuario por Subcategoras de Retail en MxicoFuente: comScore MMX MP, Mxico, Diciembre 2016, 18+
Despus de Libros, los sitios de Bienes de Consumo lideran
en Engagement en Mxico.
comScore, Inc. Proprietary. 13comScoreCommerce
27.414.9
12.49.9
9.19.1
8.67.3
7.07.06.9
6.46.1
5.95.4
5.14.84.6
3.73.3
2.5
Fragrances/Cosmetics
Apparel
Department Stores
Toys
Sports/Outdoor
Consumer Electronics
Retail - Movies
Health Care
Computer Hardware
Computer Software
Jewelry/Luxury Goods/Accessories
Mall
Tickets
Retail - Food
Flowers/Gifts/Greetings
Retail - Music
Books
Home Furnishings
Consumer Goods
Auctions
Comparison Shopping
Minutos Promedio por Usuario por Subcategoras de Retail en PerFuente: comScore MMX, Per, Enero-Diciembre 2016, 15+
En Per, el lder en engagement es la subcategora
Fragancias / Cosmticos, seguido de Apparel.
comScore, Inc. Proprietary. 15comScoreCommerce
18.2
15.0
11.8
11.7
10.3
9.3
7.0
Online Travel Agents
Airlines
Hotels/Resorts
Travel - Information
Car Rental
Ground/Cruise
Transactions
Minutos Promedio por Usuario por Subcategoras de Travel en ArgentinaFuente: comScore MMX MP, Argentina, Diciembre 2016, 18+
Los sitios de Online Travel Agents superan a las Aerolneas
en Engagement.
comScore, Inc. Proprietary. comScore, Inc. Proprietary. 16
Aprovechando la oportunidad de la
publicidad en desktop
comScore, Inc. Proprietary. 17 comScore, Inc. Proprietary.
5,323,640
5,265,366
2,321,840
2,243,995
2,031,450
1,945,622
1,714,917
1,708,136
1,704,628
1,223,344
Retail
Online Media
Finance
Computers & Technology
Sports & Recreation
Media & Entertainment
Telecommunications
Consumer Goods
Travel
Automotive
Impresiones (000) de Anuncios de Display en Argentina por Categora de AnuncianteFuente: comScore Ad Metrix, Argentina, Enero a Diciembre 2016
Retail es la categora con mayor nmero de impresiones en
Argentina
comScore, Inc. Proprietary. 18 comScore, Inc. Proprietary.
14,272,934
9,719,078
7,570,606
6,556,075
4,886,431
3,950,462
3,688,193
3,624,584
2,979,949
2,476,174
Retail
Computers & Technology
Online Media
Finance
Travel
Consumer Goods
Automotive
Media & Entertainment
Education
Telecommunications
Impresiones (000) de Anuncios de Display en Mxico por Categora de AnuncianteFuente: comScore Ad Metrix, Mxico, Enero a Diciembre 2016
La categora Travel ocupa un lugar ms alto en el Ranking
en Mxico que en el resto de los pases de Amrica Latina.
comScore, Inc. Proprietary. 19comScoreCommerce
comScore, Inc. Proprietary. 20comScoreCommerce
La tasa promedio in-target es 47%, con variaciones a lo
largo de las distintas categoras de productos.
*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies
run directly by publishers and ad networks.
**Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up.
***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness
% In-Target: Total* y por Anunciante Seleccionado / Categora de Producto**Fuente: comScore vCE Benchmarks, Q4 2016, U.S.
57% 56% 55%52%
50% 50%
43%
100%
0%
Media total:
47%
TELECOM MEDIA /
ENTERTAINME