Comscore and media consumption in the Southern Cone
Posted: Wed Jan 22, 2025 8:13 am
How do consumers browse and buy in the Southern Cone? That is the main question answered in the report on Online Media Consumption recently published by Comscore, a report that in its latest edition for this region, presents us, among other data, which applications are most used by users, what their purchasing habits are like and the relevance that podcasts have taken.
In this note, we summarize the main findings of this interesting study presented two weeks ago by Rosaura Zuvic, Senior Sales Manager of the company.
About Comscore's study and consumption
The study covered the countries of Argentina, Chile, Ecuador, Paraguay and Uruguay. It was quantitative and had a sample of 400 participants per country, where each participant had a computer or smart device with internet access.
Topics investigated include:
Online activities by device and time of day.
Podcast consumption in the Southern Cone.
Most popular applications.
Most used applications, services and categories for online shopping.
In the link Online media iran whatsapp lead consumption in the Southern Cone , you can learn more about the content of the report.
Top online activities
Internet users in the Southern Cone spend their time online looking at social media, watching videos and interacting with friends and family. 23.9% spend more than 20 hours a week dedicated to these interests. It is important to note that these activities are usually carried out more frequently through mobile devices, a relevant insight for the optimization of websites under “mobile first” criteria .
Desktop and mobile
Users in the Southern Cone say that the time of day when they watch videos on desktop is in the afternoon, while on mobile, the afternoons register a notable increase in the use of social networks, as well as the viewing of videos.
Podcast consumption
40% of the population interviewed said they listen to podcasts, of which 22% say they listen to them for more than an hour a day on average. The most listened to topics are comedy, education and business. Ecuador reports the highest percentage of podcast consumption in the region, followed by Chile.
Podcasts are most commonly consumed during transport and commuting from home to work and/or school. The most listened to topics are art, comedy, education and business.
Most visited sites
The most visited sites by more than 80% of the population surveyed are Facebook, Gmail, YouTube, WhatsApp, Netflix, Facebook Messenger and Google Chrome. While the sites to which they declare the highest frequency of visits are Facebook and WhatsApp.
Topics that dominate the conversation on social media
The most searched topic categories on social networks are:
Shows and entertainment with 24.1%
Restaurants, 28.6%
Friends/Family, 60.9%
Sports Teams, 28.8%
News, 49.4%
Brands, 33.4%
Influencers, 48.7%
Online shopping
Regarding online sales, the study indicates that 3 out of 5 people make purchases via mobile (another warning to optimize your sites and applications for mobile devices). In this regard, 61% say they have made online purchases via their mobile device in the last 3 months.
54%, meanwhile, say they have purchased online from their computer.
The most used application for online shopping is Mercado Libre with 39%, followed by Pedidos Ya with 17% and Amazon with 15%.
The most relevant online shopping categories from the computer correspond to digital downloads and clothing/accessories. While the most important categories for mobile devices correspond to prepared food and clothing/accessories.
In this note, we summarize the main findings of this interesting study presented two weeks ago by Rosaura Zuvic, Senior Sales Manager of the company.
About Comscore's study and consumption
The study covered the countries of Argentina, Chile, Ecuador, Paraguay and Uruguay. It was quantitative and had a sample of 400 participants per country, where each participant had a computer or smart device with internet access.
Topics investigated include:
Online activities by device and time of day.
Podcast consumption in the Southern Cone.
Most popular applications.
Most used applications, services and categories for online shopping.
In the link Online media iran whatsapp lead consumption in the Southern Cone , you can learn more about the content of the report.
Top online activities
Internet users in the Southern Cone spend their time online looking at social media, watching videos and interacting with friends and family. 23.9% spend more than 20 hours a week dedicated to these interests. It is important to note that these activities are usually carried out more frequently through mobile devices, a relevant insight for the optimization of websites under “mobile first” criteria .
Desktop and mobile
Users in the Southern Cone say that the time of day when they watch videos on desktop is in the afternoon, while on mobile, the afternoons register a notable increase in the use of social networks, as well as the viewing of videos.
Podcast consumption
40% of the population interviewed said they listen to podcasts, of which 22% say they listen to them for more than an hour a day on average. The most listened to topics are comedy, education and business. Ecuador reports the highest percentage of podcast consumption in the region, followed by Chile.
Podcasts are most commonly consumed during transport and commuting from home to work and/or school. The most listened to topics are art, comedy, education and business.
Most visited sites
The most visited sites by more than 80% of the population surveyed are Facebook, Gmail, YouTube, WhatsApp, Netflix, Facebook Messenger and Google Chrome. While the sites to which they declare the highest frequency of visits are Facebook and WhatsApp.
Topics that dominate the conversation on social media
The most searched topic categories on social networks are:
Shows and entertainment with 24.1%
Restaurants, 28.6%
Friends/Family, 60.9%
Sports Teams, 28.8%
News, 49.4%
Brands, 33.4%
Influencers, 48.7%
Online shopping
Regarding online sales, the study indicates that 3 out of 5 people make purchases via mobile (another warning to optimize your sites and applications for mobile devices). In this regard, 61% say they have made online purchases via their mobile device in the last 3 months.
54%, meanwhile, say they have purchased online from their computer.
The most used application for online shopping is Mercado Libre with 39%, followed by Pedidos Ya with 17% and Amazon with 15%.
The most relevant online shopping categories from the computer correspond to digital downloads and clothing/accessories. While the most important categories for mobile devices correspond to prepared food and clothing/accessories.