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7 Top Trends among Colombian Internet Users

This post is also available in: Spanish

A quick review of some key studies reveal key shifts among Internet users in Colombia:

#1 Smartphone Use Spikes
Colombia has surpassed Argentina to become one of the top 3 smartphone markets in Latin America. In 2014 there were 14.4 million smartphone users in Colombia and in 2015 there will be more than 16 million Colombian smartphone users. In comparison, in 2015 there will be 12.6 million smartphone users in Argentina.
The top smartphone markets remain Brazil (nearly 49 million smartphone users in 2015) and Mexico (34 million). Overall, 45% of consumers with a mobile phone in Colombia own a smartphone.
Source: eMarketer

#2 More Time Online
Colombian Internet users average 1,404 minutes a month online, higher than the average for Latin America (1,298 per month) and not far below the monthly Internet usage of Europeans (1,659). Per visit, Colombians consume 37 pages of Internet content, #2 in Latin America after Brazil, with 40 pages per visit.
Source: comScore, 2014 Futuro Digital Colombia

#3 Mobile Internet Use Surges
Nearly 24 million Colombians are now using the mobile Internet. This represents a 58% increase compared to 2013.
Source: Asómovil (an association of top mobile providers in Colombia that includes Claro, Movistar and Tigo-UNE)

#4 E-Commerce Grows
In 2013 e-commerce transactions in Colombia totaled more than US$2.5 billion and it’s projected that in 2014 e-commerce growth in Colombia will be 25% to 30%. In 2014 52% of Colombian Internet users made an online purchase of a good or service.
Source: Cámara Colombiana de Informática y Telecomunicaciones

#5 Social Remains Strong
Colombians spend at least 13 minutes a day on Facebook and total up more than 54 million likes a day on this social network. Colombian Internet users spend 6 minutes a day on YouTube and 68% use Twitter at least every couple of days. More than 93% of the total time that Colombians spend on social media is spent on Facebook.
Sources: Ericcson Consumer Lab, Ipsos Tech Tracker, comScore

#6 Enthusiastic about Entertainment
Per online visit, Colombian Internet users consumer more than 10 pages of entertainment content, more than any other country in Latin America. YouTube is the leader in the entertainment category in Colombia in terms of unique users. The reach of online video is highest in Colombia: 88% of Internet users watch online video, slightly ahead of Brazil (with 87.8%) and ahead of Argentina (85.5%), Chile (84%) and Mexico (81%). Each month, there are 24.6  million unique viewers of online videos in Colombia who spend 216 million hours watching a total of more than 3.1 billion videos. This means that each Colombian Internet user watches 126 online videos per month, on average. Although YouTube is the #1 video site in Colombia and draws more than 21 million unique viewers a month, Facebook is closing the distance and draws more than 16 million unique viewers a month, followed by VEVO with 15.6 million.
Source: comScore, 2014 Futuro Digital Colombia

#7 Top CTR for Banners in Latam
With an average CTR of .12% for banner ads, Colombia is tied with Brazil and is ahead of other countries in Latin America.
Source: comScore, 2014 Futuro Digital Colombia

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