Latin America’s internet population grew to nearly 62 million in April, with nearly one-third of users – 19.3 million – in Brazil, according to figures from the comScore World Metrix audience measurement service.
Argentineans spent the longest time online (32.4 hours per month), and Latin American traffic to Google sites increased 22% over the same month last year, comScore reported.
Latin American internet users each spent, on average, 28.6 hours a month online, substantially higher than the worldwide average (25.7 hours). Argentineans spent the most time online, followed by Brazilians (30.2) and Venezuelans (31.5 hours).
“The Latin American internet audience has grown significantly during the past year and at a substantially faster rate than more established internet markets like North America and Europe,” said Jack Flanagan, comScore EVP.
Despite their heavy engagement while online, Latin Americans are less frequent internet users overall, with most countries falling below the worldwide average for usage (days per month).
Google Sites ranked as the top property in Latin America with more than 55 million visitors in April (approximately 90% of the total Latin American audience). It was bolstered by the growth of several of its entities, including YouTube.com (up 81% to 30.6 million visitors), Blogger.com (up 65% to 27.8 million visitors) and Orkut (up 31% to 15.2 visitors).
Microsoft, with 54.9 million visitors, and Yahoo Sites, with 38.6 visitors, ranked second and third.
Communication Drives Use
While internet portals ranked as the most engaging site category (13.4 hours per visitor), online communication media, such as instant messengers, social networking sites and email, drove the bulk of online engagement in April.