If you’re a marketer, or an online marketer, then you had better take a look at the Latin American market. According to comScore, the average Latin American Internet User spent 29 Hours on the web in June, 2007.
comScore has released their first reports on the internet usage of Latin Americans. Based on data collected through the comScore World Metrix, audience ratings service, the following are the findings from the study of the online behavior of Latin American Internet users age 15 and older, accessing the Internet from either a home or a work computer in June 2007:
- Brazil had the largest online population with 15.8 million users, which is 11 percent of the country’s population over the age of 15. However, Chile, with 45 percent of its population online, had the highest Internet penetration.
- The average Latin American Internet user spent 29 hours online during the month — more than the global average of 25 hours.
- Internet users in Argentina were the most active of all users in the region — accessing the Internet an average of 18 days in the month.
- The Brazilian Internet user viewed, on average, 3,371 pages during the month — 40 percent more than the Latin American average of 2,338.
Bob Ivins, the EVP of comScore International Markets, said today that:
“Because of it size and rapid development, the Internet industry in Latin America is an exciting region to track and analyze. We have been reporting country-specific browsing data from the comScore panel for a number of years but this is the first time we have compared metrics across the region.”
Here’s the official data as reported by comScore for June 2007, age 15+ for the Latin American market:
Latin American Internet Penetration*
June 2007
Total Latin America, Age 15+ - Home and Work Locations**
Source: comScore World Metrix
Monthly
Total Unique
Population Visitors Internet
Country (000)*** (000) Penetration
Total Latin American
Audience, Age 15+ 407,424 53,664 13 %
Argentina 30,262 7,233 24 %
Brazil 141,843 15,849 11 %
Chile 12,353 5,593 45 %
Colombia 31,144 2,708 9 %
Mexico 75,993 10,731 14 %
Puerto Rico 3,118 809 26 %
*Estimated users age 15+ active within 30 days from Home or Work
computer as a percentage of total country population age 15+
**Excludes traffic from public computers such as Internet cafes or
access from mobile phones or PDAs
***Source: US Census Bureau, International database.
All adults, age 15+
Latin American Online Audience
June 2007
Total Latin America, Age 15+ - Home and Work Locations*
Source: comScore World Metrix
Monthly Average Average Average
Unique Monthly Monthly Monthly
Visitors Usage Hours Pages
Property (000) Days per per per
User User User
Total Worldwide Internet
Audience, Age 15+ 778,310 16.9 25 2,538
Total Latin American Internet
Audience, Age 15+ 53,664 15.9 29 2,338
Argentina 7,233 17.7 32 2,290
Brazil 15,849 15.8 32 3,371
Chile 5,593 16.7 31 2,310
Colombia 2,708 15.9 26 1,837
Mexico 10,731 15.0 25 1,674
Puerto Rico 809 12.9 17 1,442
*Excludes traffic from public computers such as Internet cafes or
access from mobile phones or PDAs
The most visited Latin American property was Microsoft Sites, which attracted 47.3 million unique visitors, for a reach of 88 percent. Google Sites closely followed as the second most visited property with 46.5 million unique visitors and a reach of 87 percent.
comScore notes that two Internet service providers belonging to European- headquartered telecommunications companies appeared in the Top 10. Terra Networks, part of Spain’s Telefonica Group, was the fourth most visited site with 27.4 million unique visitors. France Telecom was the tenth most visited property, with 13.8 million unique visitors.
Top 10 Latin American Online Properties
Ranked by Latin American Unique Visitors (000)
June 2007
Total Latin America, Age 15+ - Home and Work Locations*
Source: comScore World Metrix
Total Unique
Visitors Average Visits
Property (000) % Reach per Visitor
Total Latin American
Audience, Age 15+ 53,664 100 54
1 Microsoft Sites 47,342 88 35
2 Google Sites 46,496 87 38
3 Yahoo! Sites 35,075 65 13
4 Terra Networks 27,421 51 9
5 MercadoLibre 23,739 44 5
6 Wikipedia Sites 20,984 39 4
7 UOL Red 14,681 27 14
8 Ares Galaxy - P2P (App) 14,595 27 N/A
9 Fox Interactive Media 14,078 26 4
10 France Telecom 13,759 26 3
*Ranking based on the top 100 Latin American properties in June 2007.
**Excludes traffic from public computers such as Internet cafes or access
from mobile phones or PDAs.
