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Home » Internet Usage » comScore Publishes Latin American Internet Usage Data

comScore Publishes Latin American Internet Usage Data

Posted on July 25, 2007 Written by Bill Hartzer

comscore

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.

Filed Under: Internet Usage



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