9 in 10 Chilean Web Users Tune In To Online Video as Viewing Audience Grows 11 Percent in Past Year

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SANTIAGO, Chile, July 23, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on online video viewing activities in Chile with insights from its comScore Video Metrix service. The study found that Chile ranked as the most engaged online video market in Latin America with viewers watching an average of 176 videos per viewer during May 2012, an increase of 60 percent from the previous year. These findings, among others, will be presented via a complimentary, live webinar titled 2012 Chile Digital Future in Focus on Tuesday, July 24. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/Futuro_Digital_Chile_2012

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"Online video consumption in Chile has grown immensely in the past year, fueled by an increase in content options available to consumers," said Rodrigo Daie, comScore country manager for Chile. "In recent years, we have seen online video evolve from a purely user-generated content venue to a channel where professionally produced, long-form content is now widely available. This expansion of video content brings tremendous potential to advertisers that are looking to reach their key audiences during this highly-engaging online activity."

9 in 10 Web Users in Chile Viewed Online Video in May

During the past year, online video has become an increasingly important activity in Chileans' daily digital lives. In May 2012, nearly 6.8 million people age 15 and older watched online video in Chile, an increase of 11 percent from the previous year, with 91 percent of the country's online population partaking in this activity.

These 6.8 million viewers watched a total of 1.2 billion videos during the month, an increase of 77 percent from the previous year. This significant jump in online video consumption has been driven primarily by an increase in the number of videos watched per viewer. Chileans watched an average of 176 videos per viewer during the month, an increase of 60 percent in the past year, to rank as the most engaged online video population in the region compared to Argentina (132 videos per viewer), Mexico (168 videos per viewer) and Brazil (150 videos per viewer).

Young Males Drive Online Video Consumption in Chile

When analyzing online video consumption among various demographic segments, the study found that males and younger age segments were the most active online video viewers. In May, males watched an average of 219 videos per viewer, while females watched 130 videos per viewer by comparison. Viewers age 15 to 24 accounted for both the largest segment of viewers (28.1 percent of the total viewing audience) as well as the most-engaged cohort with an average consumption of 217 videos during the month.

Although all age segments experienced robust growth in online video consumption, persons age 55 and older saw both the largest increase in audience (up 16 percent to 676,000 viewers) and engagement (nearly doubling to 167 videos per viewer) in the past year.

Webinar: 2012 Chile Digital Future in Focus

Join Rodrigo Daie for the 2012 Chile Digital Future in Focus webinar on Tuesday, July 24 at 12:00 PM (Santiago, Chile). This session will examine how the prevailing trends in social media, online video, digital advertising, mobile and search are defining the current marketplace and what these trends mean for marketers in the future. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/Futuro_Digital_Chile_2012 Note: Webinar will be presented in Spanish

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.