Press Releases

March 3, 2011

Social Networking Accounts for 1 of Every 4 Minutes Spent Online in Argentina and Chile

Facebook.com Ranks as the Most Visited Social Network in Both Markets

Santiago, Chile, March 3, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from a study of the most popular online activities in Chile and Argentina. The study found that in both markets, Social Networking now accounts for more than one-quarter of all time spent online, ranking as the top activity in Chile (28.5 percent of total minutes) and the second most popular activity in Argentina (27.8 percent of total minutes). The study also looked at the top social networking destinations in these two markets and found that Facebook maintained a strong lead, reaching 9 out of 10 Internet users in January 2011.

“We have witnessed social networking play an increasingly central role in consumers’ digital lives over the past year,” said Alejandro Fosk, comScore senior vice president of Latin America for comScore. “Today, social networking not only reaches a large percentage of online users in Chile and Argentina, but also accounts for a growing share of time spent online. For marketers and advertisers, understanding how and where consumers are choosing to spend their time online is critically important information in increasingly competitive and fast-growing markets.”

Visitors Spending More Time Social Networking, Less Time on Email and Instant Messenger

An analysis of how Internet users in Argentina and Chile spend their time online revealed a shift in behavior toward leisure-oriented content categories. In Argentina, Portals account for the largest share of time spent online in January 2011 at 29 percent, but declined nearly 10 percentage points from the previous year, while Social Networking surged 12.6 percentage points to account for 27.8 percent of Argentineans’ total time online. The Instant Messenger category (down 6.6 percentage points to 19.6 percent of time spent) and Email (down 2.1 percentage points to 7.1 percent of time spent) both witnessed declines as consumers made use of an increasing array of communication methods including Social Networking and mobile devices to stay connected.

Top Categories by Percent of Time Spent
January 2011 vs. January 2010
Total Audience Argentina, Age 15+ - Home & Work Locations*
Source: comScore Media Metrix, Panel-Only Data
  Jan-10 Jan-11 Percentage Point Change
Portals 38.6% 29.0% -9.7
Social Networking 15.2% 27.8% 12.6
Instant Messengers 26.2% 19.6% -6.6
Entertainment 7.7% 8.1% 0.5
e-mail 9.2% 7.1% -2.1

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

Internet users in Chile displayed trends similar to those in Argentina. In Chile, Social Networking ranked as the top online activity by time spent, accounting for 28.5 percent of total online minutes, up 8.9 percentage points from the previous year, as Portals, Instant Messengers and Email all witnessed a decline in share of minutes. Entertainment sites, which accounted for 10.9 percent of total minutes, gained 1.6 percentage points versus the previous year as online users continued to spend an increasing amount of time consuming entertainment content.

Top Categories by Percent of Time Spent
January 2011 vs. January 2010
Total Audience Chile, Age 15+ - Home & Work Locations*
Source: comScore Media Metrix, Panel-Only Data
  Jan-10 Jan-11 Percentage Point Change
Social Networking 19.6% 28.5% 8.9
Portals 34.2% 25.2% -8.9
Instant Messengers 26.0% 19.1% -6.9
Entertainment 9.3% 10.9% 1.6
e-mail 6.6% 5.4% -1.2

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

Facebook Holds Strong Lead in Chile and Argentina

An analysis of the top social networking destinations in Argentina and Chile revealed that Facebook.com was the most popular social networking destination in both markets. In Argentina, 11.3 million visitors age 15+ visited Facebook.com from a home or work location, representing 88 percent of the Argentine online population. In Chile, 6.5 million visitors (approximately 90 percent of the online population) visited Facebook.com in January 2011.

Latin America is also home to some of the most highly penetrated markets for Twitter. In Chile, Twitter.com reached 13.1 percent of all online users (nearly 1 million visitors) to rank 11th globally in terms of reach. In Argentina, Twitter.com reached 12.5 percent of all online users (1.6 million visitors), ranking 13th globally.

Fotolog and Windows Live Profile each ranked among the top 3 social networking sites in both markets, while Sonico, Badoo and Linkedin also held solid positions within the top ten.

Top Social Networking Sites by Unique Visitors
January 2011
Total Audience Argentina and Chile, Age 15+ - Home & Work Locations*
Source: comScore Media Metrix
Top Properties in Argentina   Top Properties in Chile
  Total Unique Visitors (000)     Total Unique Visitors (000)
Total Internet Persons: 15+ 12,850   Total Internet Persons: 15+ 7,304
Social Networking 12,431   Social Networking 6,994
Facebook.com 11,345   Facebook.com 6,539
Windows Live Profile 3,094   Fotolog.com 1,410
Fotolog.com 2,006   Windows Live Profile 1,395
Twitter.com 1,610   Twitter.com 956
Sonico.com 1,046   Terra Chile Comunidades Sites 589
Badoo.com 824   LinkedIn.com 384
LinkedIn.com 721   Badoo.com 379
Metroflog.com 420   Sonico.com 362
Terra Chile Comunidades Sites 419   DeviantArt.com 318
DeviantArt.com 388   Myspace 246

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

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.