OLX Posts Exceptional Growth to Take Lead in Classifieds Category
Sao Paulo, Brazil, February 15, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on the top online classifieds sites in Brazil for January 2010. The data showed that OnLine eXchange (OLX) led this fast-growing category, which now reaches more than 30 percent of Brazilian Internet users in a given month.
“Online classifieds is emerging as a high-growth sector of the online landscape in Brazil,” said Alex Banks, Comscore’s managing director of Brazil. “OLX has taken a strong position in the market, but there are several other competitors in this space that are experiencing a strong upward trajectory of their own. It will be interesting to see how these sites compete for different consumer segments as the Internet audience in Brazil continues its exciting growth in 2010.”
Top Online Classifieds Sites
In January, nearly 10.7 million Brazilians age 15 and older visited classifieds sites from home and work locations, up 53 percent versus last year, nearly triple the growth rate of the Brazilian online population. OLX led the category with 5.7 million visitors, up 137 percent in the past year, followed by QuéBarato with 4.1 million visitors (up 22 percent) and Viva street Classifieds with nearly 2 million visitors (up 74 percent).
Top Classifieds Sites in Brazil*January 2010 vs. January 2009Total Brazil, Age 15+ - Home & Work LocationsSource: Comscore World Metrix
Total Unique Visitors (000)
Jan-2009
Jan-2010
% Change
Total Internet : Total Audience
28,143
33,789
20
Classifieds
6,980
10,652
53
OnLine eXchange
2,388
5,663
137
QuéBarato
3,333
4,078
22
Viva street Classifieds
1,134
1,972
74
ZAP.COM.BR
819
1,555
90
Anuntis Segundamano
911
1,534
68
TROVITBRASIL.COM.BR
N/A
1,414
IBIUBI.COM.BR
1,163
HAGAH.COM.BR
588
822
40
CLASSIFICADOS-BRASIL.COM
548
755
38
Redeparede
451
605
3
*Due to Comscore dictionary procedures, UOL’s Toda Oferta was excluded from this analysis. The release will be updated in April 2010.
Demographic Profile of Visitors to Online Classifieds Category
A demographic profile of visitors to the online classifieds category revealed skews towards men between the ages of 25-44 (who consume approximately 20 percent more classifieds content than the average Brazilian Internet user), and females between the ages of 25-34 (who consume 23 percent more than average).
“These demographic tendencies may reflect a higher rate of online classifieds usage among deal-seeking young families,” suggested Mr. Banks.
Demographic Profile of Visitors to Classifieds Sites in BrazilJanuary 2010Total Brazil, Age 15+ - Home & Work LocationsSource: Comscore World Metrix
% Composition of Page Views
Composition Index Page Views*
Total Audience
100.0
100
All Males (15+)
50.2
Males: 15-24
12.6
70
Males: 25-34
18.7
119
Males: 35-44
11.3
Males: 45-54
5.1
114
Males: 55+
2.4
107
All Females (15+)
49.8
Females: 15-24
13.2
73
Females: 25-34
19.0
123
Females: 35-44
11.0
111
Females: 45-54
4.9
109
Females: 55+
1.8
85
*Composition Index Page Views = % of Classifieds Page Views / % of Total Internet Page Views x 100; Index of 100 indicates average representation.
About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com