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comScore Announces Major Enhancements to MMX Multi-Platform and Mobile Metrix in Argentina with Introduction of Mobile Consumer Panel Data

Mobile App Users in Argentina Spent Four Times More Minutes in WhatsApp Messenger than in Facebook Messenger

BUENOS AIRES, ARGENTINA, June 15th, 2017comScore today announced major upgrades to MMX Multi-Platform and Mobile Metrix in Argentina with the introduction of data from its recently launched mobile consumer panel. The introduction of Android mobile panel data expands comScore’s measurement of mobile audiences in Argentina to enable more robust reporting of visitation, engagement and demographics.

“The development of a local mobile panel in Argentina is a key milestone for digital measurement in the country, enabling all our clients to have more granular insights,” said Marcos Christensen, Senior Director for Latin America South Cone of comScore. “We are commited to bringing world class solutions to Argentina and having the industry support for this was vital, and this is only the beginning of more developments to come. Now advertisers, agencies and publishers can better understand  the  multi-device landscape to help make strategic digital decisions.”

Key findings from April 2017 data include:

  • Mobile devices in Argentina account for 70% of all digital minutes.
  • 52% of consumers in Argentina are considered multi-platform, using one or more devices to access the internet in a month.
  • 93% of online mobile minutes in Argentina are spent in Apps.
  • All 5 of Argentina’s top apps are owned by Google or Facebook, but several Latin American companies feature in the top 10 digital properties.
  • Categories vary significantly in mobile share of minutes, with particularly mobile-skewed categories including Social Media (87% mobile minutes), Games (82%) and Weather (81%).
Top 10 Digital Media Properties Ranked by Unique Visitors/Viewers
Argentina, 6+
April 2017
Source: comScore MMX Multi-Platform
  Total Unique Visitors/Viewers (000)

Desktop-Only UV


Multi-Platform UV


Mobile-Only UV (000)
Total Audience 30,963 10,439 16,103 4,421
Google Sites* 28,034 9,186 15,104 3,743
Facebook* 24,968 6,121 12,752 6,095
Grupo Clarin 16,873 4,380 4,603 7,891
Microsoft Sites 16,436 13,026 2,567 843
MercadoLibre 15,062 6,403 4,475 4,184
Artear Digital 13,854 2,130 2,496 9,227
Grupo La Nacion 12,789 2,934 2,469 7,386
Infobae - TKM 12,485 2,670 2,359 7,457
Yahoo Sites 12,286 5,292 3,394 3,600
Wikimedia Foundation Sites* 10,597 4,979 2,550 3,068

* As these entities are not tagged, Mobile measurement includes Andoid phone only.

Mobile Apps Drive Engagement

Overall audience sizes are similar for Mobile Web and Mobile App, but time spent on top 10 mobile apps had thirteen times more minutes than top 10  mobile web properties, indicating that apps drive overall engagement with mobile properties. WhatsApp and Facebook rank #1 and #2 among the apps with the biggest audience in Argentina with 90.2% and 54.8% of reach respectively. Mobile app users in Argentina also spend four times more time in WhatsApp Messenger than in Facebook Messenger.

Top 5 Mobile Apps Ranked by Reach
Argentina, 18+
April 2017
Source: comScore Mobile Metrix
  % Reach Average Hours per Visitor
WhatsApp Messenger 90.2% 17.2
Facebook 54.8% 20.0
Facebook Lite 50.8% 17.8
YouTube 83.2% 8.4
Facebook Messenger 61.1% 4.0

* Includes Android Phone based consumption.

To learn more about MMX Multi-Platform and Mobile Metrix, please contact us.

About comScore

comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, comScore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and a global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit

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This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, without limitation, comScore’s expectations as to the impact of new director appointments and the success of comScore’s business. These statements involve risks and uncertainties that could cause our actual results to differ materially from expectations, including, but not limited to, comScore’s ability to achieve its expected financial and operational results. For additional discussion of risk factors, please refer to comScore’s respective Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q, and other filings that comScore makes from time to time with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s website (

Investors are cautioned not to place undue reliance on our forward-looking statements, which speak only as of the date such statements are made. comScore does not intend or undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

Rodrigo Ceron
Marketing Director LATAM
comScore, Inc.

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