Earlier this week Alejandro Fosk, senior vice president of Comscore Latin America, presented the State of the Internet in Latin America, which provided a look at recent region and market trends in this dynamic and growing part of the world.
Although the webinar was presented in Spanish, we wanted to offer those of you who don’t speak the language an opportunity to download the presentation in English as well as Spanish.
We also wanted to provide a brief summary of some of the highlights of the data in this blog post.
In April 2010, Latin America accounted for 8 percent of the total global online population. Although this represents a relatively small portion of the world’s online audience, Latin America was the fastest-growing region during the past year – climbing 22 percent from April 2009 – as an increase in broadband penetration helped drive more people online. Latin Americans also displayed strong online engagement, averaging 27 hours online during April, consuming more than 2,000 pages of content and frequenting the Internet an average of 52 times during the month. Latin Americans’ reported the highest search intensity out of the five global regions, with an average searcher performing 141 queries a month.
A look across the individual markets in the region that Comscore currently reports revealed that all markets experienced a double-digit online population increase during the past year. Brazil, the region’s largest market, grew 19 percent to reach 35.3 million users, while Mexico experienced a 20-percent increase to 15.7 million users. Colombia witnessed the strongest growth with its audience surging 37 percent to reach 10.8 million people, while Argentina climbed 22 percent to 12.7 million users.
From Mexico to Chile, we expect Internet usage in the region to continue to grow for the foreseeable future, presenting local and global brands with the opportunity to reach and engage these active, online audiences. Stay tuned for more insights into Latin America throughout the coming months as Comscore continues to provide insights into digital media consumption across the globe.