Comscore presenta el «Estado de internet en Latinoamérica»

comScore, líder en medición del mundo digital, ha liberado su estudio acerca del estado de internet en Latinoamérica. Las cifras indican que América Latina fue la de mayor crecimiento a nivel global en 2009, con un incremento de audiencia de 23%, llegando así a representar el 8% de la población internet mundial. comScore presentará los resultados del este estudio en un webinar de acceso sin cargo, titulado “Estado de la Internet en Latinoamérica”.

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comScore, líder en medición del mundo digital, ha liberado su estudio acerca del estado de internet en Latinoamérica. Las cifras indican que América Latina fue la de mayor crecimiento a nivel global en 2009, con un incremento de audiencia de 23%, llegando así a representar el 8% de la población internet mundial. comScore presentará los resultados del este estudio en un webinar de acceso sin cargo, titulado “Estado de la Internet en Latinoamérica”.

“El mercado online en América Latina está creciendo y cambiando a tasas sin precedentes” dijo Alejandro Fosk, senior vice president de comScore para Latinoamérica. “En la medida que crece la penetración y continúan disminuyendo los costos de conexión a banda ancha, esperamos que el uso del Internet siga creciendo a través de la región, creando oportunidades tanto para marcas locales como globales, de alcanzar y fidelizar audiencias en estos mercados dinámicos”.

Crecimiento de Población Internet por Mercado
Febrero 2010 vs. Febrero 2009
Audiencia Total, mayores 15 años conectados desde Hogar/Trabajo*
Fuente: comScore Media Metrix
Total Visitantes Únicos (000)
Feb-09 Feb-10 % Cambio
América Latina 80,937 99,302 23
Brasil 28,608 34,246 20
México 12,746 15,164 19
Argentina 9,907 12,653 28
Colombia 7,511 10,213 36
Chile 5,892 6,849 16
Venezuela 1,888 2,337 24
Puerto Rico 917 1,139 24

*Excluye visitas desde computadores públicos como Internet cafés o accesos desde teléfonos móviles o PDAs

Como se desprende del cuadro anterior, cada año más personas forman parte de la población asidua a Internet, que es utilizada preferentemente como herramienta de información, entretenimiento y una forma de comunicación. Colombia, por ejemplo, creció un 36% su población online durante el año pasado, liderando el ranking de la región, seguido por Argentina con un 28%, lo que se traduce en más de 2,5 millones de nuevos internautas (definidos en Media Metrix de comScore como personas mayores de 15 años, que se conectan a Internet de su hogar u oficina).

¿Qué Preferimos los Latinoamericanos en la Web? Otros resultados que destaca el estudio:

Entre otras conclusiones, el estudio infirió sobre el real uso que se le da a Internet, aportando que las redes sociales y la búsqueda de información dominan las preferencias. Según la investigación de comScore:

  • Los buscadores son los sitios más utilizados en América Latina, con un promedio de 137 búsquedas por usuario al mes, la más alta tasa a nivel mundial. Google es líder indiscutido en la categoría Search, con una penetración de 88,9% del mercado.
  • Las audiencias a través del mundo prefieren consumir contenidos online en su lenguaje nativo y la marcada característica social de nuestra región hace que no sea sorpresa ver  la categoría de redes sociales como casi la más popular de América Latina, después de los buscadores.
  • Facebook, la red social favorita: Una de las razones de su éxito es que permiten a los usuarios estar en contacto frecuente con sus amigos y familia, tanto en el país de origen como en el extranjero.  Facebook es la más popular de América Latina, alcanzando una audiencia del 50%. Además es el sitio donde las personas permanecen mayor tiempo navegando, con un promedio de 3 horas al mes. En Chile, Argentina, Colombia y México, poco más de 4 de cada 5 usuarios de Internet se conectan a esta red, pero el fenómeno no se repite en Brasil, donde Orkut es quien alcanza el 72% de la audiencia.
  • Twitter fue el sitio de moda del 2009, presentando un crecimiento explosivo de 5 veces a nivel mundial y 13 veces en Latinoamérica durante el año. Los principales consumidores de Twitter en la región según las cifras a febrero de 2010 son Brasil y más atrás le siguen Venezuela, Chile y México.
  • Dentro de América Latina, México y Colombia poseen el mayor alcance en la categoría Mensajería Instantánea, con al menos 3 de cada 4 usuarios usando estas aplicaciones durante el mes, seguidos por Argentina, donde alcanza un 70% de la población online.
  • El 79% de la población web latinoamericana visitó un sitio de Entretenimiento en Febrero 2010, prefiriendo sitios de multimedia o que entreguen contenido de videos o música. YouTube lidera el ranking.
  • ¿Sitios de Noticias o blogs? Pese a que la tendencia indica que los usuarios web de América Latina están cada vez más interesados en consultar noticias en sitios informativos online, hay muchos que optan por informarse a través de blogs. De hecho, los blogs en América Latina poseen un alto alcance (61,6%) en comparación con otras regiones en desarrollo como Asia Pacífico (43,8%) y Medio Oriente (42,7%), y un alcance similar con Norte América (62,7%).
  • E-Commerce aún en desarrollo: El alcance de sitios de E-Commerce en la región es de un 62,1%, siendo Brasil, México y Puerto Rico los países que destacan por sobre la media. Aunque la mayoría de los latinoamericanos no suele realizar transacciones en sitios que poseen sistemas de E-Commerce, muchos internautas los navegan para conocer los precios o características de los productos, optando por hacer la compra personalmente.
  • Las subcategorías de retail online que capturan el mayor interés en la región son sitios de comparación de precios, electrónica, hardware, software y libros. En el análisis país a país, la primera preferencia de los chilenos son las tiendas por departamentos, alcanzando a un 19,2% de la población online local. Destaca también que el 12,7% de los mexicanos visitan adicionalmente sitios de Flores/Regalos/Saludos y el 10,2% de los brasileros, sitios de Deportes y Actividades al Aire Libre.

Jerome Sutter

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