February 23, 2010

Nearly 15 Percent of Chile’s Online Population Visited Servel.cl, Official Election Website in December

Record Number of Chileans Turn to Servel.cl for Election Information

Santiago, Chile, February 23, 2010 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on Chileans’ use of the Web during the December 2009 presidential election. The study showed that the election services website, Servel.cl, attracted nearly 1 million unique visitors from home and work locations in December as Chileans prepared for the election.

“The Internet is increasing in importance as a source of real-time news information for Chileans, and the heavy usage of Servel.cl during the height of the recent election season reflects this new reality,” said Alejandro Fosk, SVP and General Manager, comScore Latin America. “The power of information unlocked by the Internet helps create a more educated and informed populace and brings even greater transparency to the political system in Chile.”

Nearly 1 Million People Visit Servel.cl in December 2009

In the run up to the election, visits to Servel.cl grew strongly as Chileans went to the site seeking the latest voter information to prepare for the election. At its peak in December 2009, the site saw 926,000 unique visitors, reaching 13.8 percent of Chile’s online population. The average visitor spent 4.2 minutes on the site in December and viewed 5 pages of content per visitor.

Number of Visitors and Engagement at Servel.cl
October 2009 – December 2009
Total Chile, Age 15+ - Home & Work Locations*
Source: comScore World Metrix
Oct-09 Nov-09 Dec-09
Total Unique Visitors (000) 38 854 926
Average Minutes per Visitor 4.7 5.1 4.2
Average Pages per Visitor 8 7 5

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Additional findings include:

  • Servel.cl was the most visited Government site and the 27th most visited Internet property in Chile in December.
  • Visitors to Servel.cl viewed 5 million pages of content and spent a total of 4 million minutes on the site.
  • The audience composition of Servel.cl was split nearly equally between men (50.6 percent) and women (49.4 percent).
  • Visitors between the ages of 25-34 made up the largest portion of visitors ( 23.8 percent), followed by those age 35-44 (22.8 percent), 15-24 year olds (21.7 percent), 45-54 year olds (16.9 percent) and 55+ (14.8 percent).

About comScore
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Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784