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In June 2011 comScore released a study called El Estado del Internet en Argentina (The State of the Internet in Argentina). The intelligence from the study is great—if you know how to interpret it. Here are some of the key findings from the study and what they mean to marketers and advertisers.
#1 Argentines Spend the Most Time Online
With 12.9 million Internet users, Argentina is third in Latin America, behind Brazil (41.5 million) and Mexico (19 million), and just ahead of Colombia (12.7 million). But Argentines spend more time online than all other Latin Americans: 27.4 hours a month compared to 25 in Brazil and Mexico and 4 hours more than the world average, which is 23 hours a month.
>>>What it means: More time online means more opportunities and a higher frequency to reach this audience with your ads. And this is an audience worth reaching: not only did e-commerce grow by 48% in Argentina in 2010, the country is among the top 30 emerging retail markets of the world.
#2 Argentines Look a Lot
Like most of the rest of the world, Argentines love search. Nearly 97% of online Argentines use the Internet to search and 89% of these users prefer Google. Each Argentine search user averages 175 searches per month, which places the country among the world’s “heavy searchers.” A number of Latin American countries make this list, including Colombia (#1 with 233 monthly searches), Peru (203), Mexico (178), Venezuela (168) and Brazil (150).
>>>What this means: Google search ads are likely to generate a huge amount of impressions while getting your brand in front of almost the entire online audience in Argentina. We have a number of Google-certified professionals to help plan, manage and optimize search ad campaigns.
#3 Argentina’s Heaviest Online Users Are Younger
Men and women aged 15-24 are online over 30 hours a week in Argentina, in marked contrast to the United States, for example, where the heaviest users are 45-54 years old. Nearly 28% of Argentine male users are 15-34, while 26% of female users are 15-34—the younger users are by far the biggest portion of the overall online audience.
>>>What it means: For advertisers looking for this younger audience, tech, entertainment and gaming are all good fits. In fact, CNET, which we represent exclusively in Latin America, is the #3 technology news site in Argentina, with 500,000 uniques a month, while last.fm. ranks #8 among music sites. For its part, Gamespot ranks among the top 12 gaming sites in the country, with 182,000 uniques per month. Of course, our extensive relationships with over 1,000 publishers in the region means that we can craft a custom campaign with many other sites that draw this younger audience.
#4 Argentines Love Local News Sites
As a category, news reaches 71% of Argentina’s overall online audience. This is significantly higher than the news category’s reach in Brazil (56%), Mexico (55%) and Colombia (59%). Grupo Clarín and Grupo La Nación are the leaders in the news category, with a 44% and 31% reach, respectively. MSN News is a distant third with 13%.
>>>What it means: This reflects the Argentine market’s preference for local news providers. In fact, this preference has made it a challenge for advertisers in the U.S. or outside Argentina to reach the market. However, US Media Consulting has longstanding relationships with Argentina’s leading newspapers—as well as those of all of Latin America. As such, we can help American and other non-Argentine advertisers position themselves to take advantage of this market preference and reach Argentina.
#5 Argentines Love Sports Sites
Given the country’s well-known soccer fever, this is not a surprise. In March 2011, 38% of online Argentines visited a sports site. Only Brazil equaled this figure—Mexico and Colombia trailed significantly in this category, with 25% and 28%, respectively. The sites with the biggest reach were Ole.com.ar and Gran DT, and users spent an average of nearly 70 minutes on Ole.
>>>What this means: If your product or products skew young and male, sports sites like Ole will generate a strong CTR. Our media relationships can help you reach this demographic with a variety of options.
To learn more about how we can help you increase your reach in Argentina’s market, contact us at firstname.lastname@example.org.