comScore review of Latin American Internet usage.
June 25, 2007
comScore released the first report on Latin American Internet usage, 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.
Said Bob Ivins, EVP of comScore International Markets, “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.”
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.
Interestingly, 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.
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For more information at http://www.comscore.com
