Brazil: comScore, Inc. has 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.”
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).
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.