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Latin America remains the world’s fastest growing region when it comes to Internet users: between December 2010 and December 2011 the online population went up by 16%. This was one of several revelations recently reported by comScore in a recent webinar called Futuro Digital Latinoamerica.
However, beyond growth, comScore’s research shows 3 key activities for Latin American Internet users that have implications for marketers, advertisers and media professionals.
Each Internet searcher in Latin America did an average of 173 searches, considerably higher than the worldwide average of 129. Latin America’s search average also topped that of North America, Europe and Asia. Between December 2010 and December 2011, the total amount of searches done by Latin Americans went up by nearly 40% to reach 42 billion. According to 2011 research from comScore, Colombia is the top market for Internet searches, with 233 per user, followed by Mexico with 178.
#2 Watching Videos
Spectacular recent growth make this a compelling area to consider for advertisers. Case in point: Brazilians watched 4.7 million online videos in December 2011, 74% more than in December 2010. In Chile, the amount of online videos watched spiked by 91% when you compare December 2011 to December 2010. Other markets showed similar growth in this time period: an 80% increase in online videos watched in Mexico and a 75% increase in Argentina.
Overall, online video has the deepest reach with Internet users in Chile (88.7%) and Argentina (87.9%). However, when it comes to amount of videos watched per viewer, Chile leads Latin America with 147 videos watched per person and Mexico is a close second, with 141 per person.
Since we were well aware of this trend, last year we created the Jumba Video Network. This network of sites with strong online video content offers both broad reach and targeted segmentation opportunities.
Five of the top 10 countries in the world in social media usage are from Latin America. Argentina is #2, with an average of 10.7 hours per visitor per month. Also in the top 10 for social media use are Chile, Peru, Colombia and Mexico.
The top social media site in Latin America is Facebook: its 108 million visitors between December 2010 and December 2011 far exceed the 33.4 million that Orkut received. In this time period, Facebook grew by 50%.
In 2011, the social media site that actually grew the most in Latin America was Tumblr: 232%. Of course, it’s still a relatively small site with only 6.3 million users, so it had more room to grow. Other fast-growing social media sites in Latin America include LinkedIn (79% growth), Slideshare (77% growth) and Twitter (60% growth).
To find out how we can help you create a high-impact campaign via social media, online video or search in Latin America, please contact us at firstname.lastname@example.org.