comScore Publishes First Review of Latin American Internet Usage

Average Latin American Internet User Spent 29 Hours Online in June

    LONDON, July 25 /PRNewswire-FirstCall/ -- comScore ( SCOR), a
 leader in measuring the digital world, today 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."
     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.
     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.
     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.
     About comScore
     comScore, Inc. ( SCOR) is a global leader in measuring the
 digital world. This capability is based on a massive, global cross-section
 of more than 2 million consumers who have given comScore permission to
 confidentially capture their browsing and transaction behavior, including
 online and offline purchasing. comScore panelists also participate in
 survey research that captures and integrates their attitudes and
 intentions. Through its proprietary technology, comScore measures what
 matters across a broad spectrum of behavior and attitudes. comScore
 analysts apply this deep knowledge of customers and competitors to help
 clients design powerful marketing strategies and tactics that deliver
 superior ROI. comScore services are used by more than 700 clients,
 including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat,
 Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association
 of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal
 McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and
 Expedia. For more information, please visit http://www.comscore.com.
 
 

SOURCE comScore, Inc.