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Internet Usage in Latin America, June 2007

  |  July 27, 2007   |  Comments

Latin American Internet users averaged 29 hours online in June, above the global average of 25 hours.

In Latin America the Internet audience exceeds 53 million, according to data released by comScore. Page views in Brazil are 40 percent higher than the Latin American average.

Brazil comprises the largest online population with 15.8 million monthly unique visitors, though Internet penetration is 11 percent. By contrast, the Internet population in Chile is 5.6 million, but registers an Internet penetration of 45 percent.

Internet users across Latin America tend to spend more time online each month than the global average of 25 hours. In June Latin American Internet browsers averaged 29 hours. ComScore EVP of International Markets Bob Ivins called the Latin American market a "rapidly developing market." He said," Because the Internet was more developed as Latin American users became more engaged, they do searches at a higher rate than the U.S. They got on the slope at a different rate."

Latin American Internet Penetration, June 2007
Country Total Population (000) Monthly Unique Visitors (000) Internet Penetration (%)
Total Latin American Audience 407,424 53,664 13
Argentina 30,262 7,233 24
Brazil 141,843 15,849 11
Chile 12,353 5,593 45
Colombia 31,144 2,708 9
Mexico 75,993 10,731 14
Puerto Rico 3,118 809 26
Notes:
1. Estimated users age 15+ active within 30 days from home or work computer as a percentage of total country population age 15+
2. Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs
3. Source: US Census Bureau, International database. All adults, age 15+
Source: comScore World Metrix

Yahoo and Google may receive the most unique visitors in the U.S., though in Latin America Microsoft garners the most uniques with 47.3 million visits, and 88 percent reach. Global companies like Google (46.5 million unique visitors); Yahoo (35.1 million); and Terra Networks (27.4 million) follow behind Microsoft. Additional unique traffic goes to MercadoLibre (23.7 million unique visitors); Wikipedia (21 million); UOL Red (14.7 million); Ares Galaxy (14.6 million); Fox Interactive Media (14.1 million); and France Telecom (13.8 million).

ComScore measures Internet behavior through a global cross-section of more than two million consumers who comprise an opt-in panel.

Latin American Online Audience, June 2007
Property Monthly Unique Visitors (000) Average Monthly Usage Days per User Average Monthly Hours per User Average Monthly Pages per User
Total Worldwide Internet Audience 778,310 16.9 25 2,538
Total Latin American Internet Audience 53,664 15.9 29 2,338
Argentina 7,233 17.7 32 2,290
Brazil 15,849 15.8 32 3,371
Chile 5,593 16.7 31 2,310
Colombia 2,708 15.9 26 1,837
Mexico 10,731 15.0 25 1,674
Puerto Rico 809 12.9 17 1,442
Notes:
1. Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs
2. Estimated users age 15+ active within 30 days from home or work computer as a percentage of total country population age 15+
Source: comScore World Metrix

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Enid Burns

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