Tumblr-Yahoo!: What’s in store for Latin America?

Yahoo!’s recent $1.1 billion acquisition of blog network Tumblr will allow the California-based Internet giant regain its relevance among a younger audience, said Rafael Jimenez, VP of Strategy & Integration at Havas Worldwide Mexico.

Jimenez, former Managing Director of Yahoo! Mexico and co-director of its Latin America operations, told Portada that Yahoo! Mexico users (excluding Yahoo! Respuestas) fall into the 35-44 age bracket, while Tumblr’s users are in the 15-24 age group, according to comScore data.

"It’s an excellent move by Yahoo!, which seems to be regaining ground overall under Marissa Mayer’s leadership," he said.

"This is Yahoo!’s most high-profile acquisition under Mayer, but there have been other interesting purchases in the mobile and content fields as well."

Jimenez, a pioneer of interactive communication in Mexico ̶ where he founded a digital agency in the early 90s and was president of IAB Mexico for three years ̶ thinks the announcement that both networks would operate independently was a wise choice.

He recalled that in the past, other Yahoo! acquisitions such as Delicious and Upcoming eventually disappeared, while Flickr has resisted but has lost ground to Instagram.

"Time will tell if Tumblr flourishes under Yahoo!, just as Google has under Youtube, or whether it will get submerged like GeoCities. But for now, it looks good. "

International reaction

A day after the announcement of the Tumblr purchase, international analysts were insisting that Yahoo! has already encountered its first problem: the pornography that runs rife through Tumblr blogs.
"For a small company with no board of directors or shareholders, this did not pose the problem that it may end up being for Yahoo!, which faces the ethical standards of a multinational company," quoted news agency EFE from a media experts’ analysis.

According to SimilarGroup data, 11.4% of the most visited sites on Tumblr are adult content sites; 16.6% of Tumblr’s traffic occurs on adult blogs, and more than 22% of its traffic comes from links on pornographic sites.

Tumblr’s presence in Latin America

The social network’s penetration in Brazil is very important, given that it is four times that of the Mexican market and six times larger than in the Argentine market, according to consulting firm Quantcast.

Below is a list of the 20 countries in Latin America where Tumblr has a significant presence:

Country

Unique Users

% Uniques

Index

% Impressions

Impressions
Index

Brazil

12,116,388

7.75

227

8.37

306

Mexico

3,040,789

1.95

138

1.68

186

Argentina

1,964,899

1.26

163

0.79

147

Chile

1,751,437

1.12

268

1.52

410

Colombia

1,493,997

0.96

157

0.52

156

Venezuela

597,927

0.38

122

0.30

116

Peru

515,195

0.33

83

0.17

70

Ecuador

195,985

0.13

80

0.07

64

Puerto Rico

172,032

0.11

147

0.21

190

Uruguay

143,052

0.09

128

0.06

119

Costa Rica

126,730

0.08

114

0.06

107

Dominican Republic

106,530

0.07

108

0.05

73

Trinidad & Tobago

94,701

0.06

163

0.06

102

Guatemala

93,198

0.06

84

0.03

65

El Salvador

71,027

0.05

104

0.03

93

Jamaica

69,932

0.04

127

0.04

81

Panama

67,713

0.04

95

0.04

98

Bolivia

61,622

0.04

67

0.01

37

Paraguay

53,513

0.03

121

0.02

110

Honduras

43,950

0.03

86

0.02

76

 

Traffic volume by country in a 30-day period. The indexes were calculated by comparing the percentage of traffic in each country’s sites with Internet traffic patterns measured by Quantcast. For example, an index of 500 means that the site has five times more traffic than the country’s leading site with regards to average Internet use.

Updated: May 2013
Source: http://www.quantcast.com

The company’s undeniable market penetration in Brazil is reflected in the list of the top 11 cities in Latin America analyzed by Quantcast, which found eight of them to be located in Brazil, as seen in the following graph:

City

Unique Users

% Uniques

Uniques
Index

% Impressions

Impressions
Index

Sao Paulo (BR)

1,658,372

1.03

206

1.08

232

Río de Janeiro (BR)

996,702

0.62

222

0.72

274

Mexico (MX)

725,168

0.45

120

0.35

162

Buenos Aires (AR)

698,508

0.43

160

0.29

161

Belo Horizonte (BR)

498,864

0.31

216

0.31

293

Lima (PE)

450,255

0.28

88

0.17

77

Curitiba (BR)

394,913

0.25

253

0.31

396

Salvador (BR)

371,056

0.23

225

0.32

354

Brasilia (BR)

362,194

0.23

239

0.30

397

Recife (BR)

326,696

0.20

270

0.28

413

Porto Alegre (BR)

312,942

0.19

255

0.20

356

Translated by Candice Carmel

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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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