Mexican Internet Audience Grows 10 Percent During Past Year to Nearly 13 Million Users

Instant Messaging, Social Networking and Email Combine to Account for More than Half of Total Time Spent Online

RESTON, VA, April 27, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study of Internet usage in Mexico, based on data from the Comscore World Metrix audience measurement service. In March, nearly 13 million people age 15 and older in Mexico accessed the Internet from a home or work computer, making an average 41.4 online visits per visitor and viewing an average of 1,612 pages of content during the month.

Instant Messaging Most Popular Online Activity in Mexico

Internet users in Mexico spent a combined 338 million hours online in March, averaging more than 26 hours per person. Instant messaging claimed the highest share of total Internet usage time at 32.4 percent, followed by social networking at 10.5 percent, and e-mail at 9.9 percent. Online media also proved popular, with the multimedia site category accounting for 7.8 percent and online gaming 1.8 percent of total time spent online in March.

“Internet usage in Mexico has grown rapidly during the past year, with online media, communication and social networking particularly important drivers of this growth,” said Alex Banks, managing director of Latin America for Comscore. “As the Internet medium continues to evolve, it is vital for advertisers and publishers to understand how online behavior is changing over time and to develop their digital strategies accordingly.”

Top 10 Site Categories in Mexico by Share of Time Spent Online
March 2009
Total Mexican Internet Audience, Age 15+ - Home & Work Locations*
Source: Comscore World Metrix
Category % Share of Total Time Spent Online
Instant Messengers 32.4%
Social Networking 10.5%
e-mail 9.9%
Multimedia 7.8%
Search/Navigation 2.7%
Online Gaming 1.8%
Retail 1.4%
Directories/Resources 1.2%
News/Information 1.1%
Entertainment - Music 0.7%
All Other Site Categories 30.4%

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

Microsoft Sites Ranks as Top Web Property in Mexico

Microsoft sites was the most popular property in Mexico in March with 11.1 million visitors, followed by Google Sites (10.7 million visitors), and Yahoo Sites! (7.3 million visitors). grew 220 percent versus year ago to 2.7 million visitors, catapulting the world’s largest social networking site into the top 15 property rankings in Mexico. Several Latin American brands also featured prominently in the ranking, including MercadoLibre with 6.2 million visitors (up 12 percent vs. year ago), Batanga with 4.5 million visitors (up 60 percent), Terra – Telefonica with 2.7 million visitors (up 15 percent), and Televisa Digital Sites with 2.7 million visitors (up 45 percent).

Top 15 Mexican Properties Ranked by Total Unique Visitors (000)*
Total Mexico, Age 15+ - Home & Work Locations
March 2009 vs. March 2008
Source: Comscore World Metrix
Property Mar-2008 Mar-2009 % Change
Total Mexican Internet Audience 11,687 12,914 10%
Microsoft Sites 9,288 11,084 19%
Google Sites 8,905 10,738 21%
Yahoo! Sites 6,135 7,311 19%
MercadoLibre 5,472 6,154 12%
Wikimedia Foundation Sites 4,189 5,427 30%
Batanga 2,817 4,508 60%
HI5.COM 3,045 4,100 35%
WordPress 2,241 3,606 61%
Fox Interactive Media 2,722 3,085 13%
Orange Sites 3,267 2,944 -10%
Terra - Telefonica 2,385 2,747 15% 841 2,696 220%
Televisa Digital Sites 1,851 2,687 45%
NetShelter Technology Media N/A 2,609 N/A
Apple Inc. 2,024 2,478 22%

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

Comscore to Present State of the Internet in Mexico Webinar

Alex Banks, Comscore’s managing director for Latin America, will present a strategic overview of global Internet trends as well as specific insights into Internet usage in Mexico in an upcoming Spanish-language webinar. The webinar will include an analysis of the differences in Internet usage patterns across worldwide regions, insights into audience growth and changes in consumer demographics, with a particular emphasis on online behavior in Mexico.

To register for the complimentary Spanish-language webinar being held on Tuesday, April 28 at 4p.m. Mexico City time, please visit:

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit:

Ayaan Mohamud
Comscore, Inc.
+ 44 (0) 207-099-1775

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