Lima: comScore, Inc. has released its first public study of Internet usage in Peru based on data from its online audience measurement and media planning service, comScore Media Metrix. The study found that Google Sites ranked as the most-visited destination in April 2011, reaching 97 percent of all home and work Internet users in Peru, followed by Microsoft Sites and Facebook.com. The study also analyzed how visitors spent their time online and found that the most engaging site categories, Portals, Social Networking and Instant Messengers, accounted for more than 70 percent of total time spent on the web.
“We are pleased to offer our suite of online measurement services to Peru’s digital media community,” said Alejandro Fosk, comScore senior vice president of Latin America. “As Peru’s digital industry continues to grow and mature, the need for accurate and reliable digital measurement will become increasingly important for agencies, advertisers and publishers in their quest to move dollars online and create a healthy and vibrant digital economy.”
In April 2011, 4 million people age 15 and older accessed the Internet from a home or work location in Peru spending an average of 24.4 hours online during the month. Google Sites led as the most-visited online property with 3.9 million unique visitors, representing 97 percent of the entire online population. Microsoft Sites followed with nearly 3.6 million visitors (89.1 percent), followed by Facebook.com with 3.4 million visitors (85.8 percent). When looking at engagement at these top properties, Microsoft Sites led by a wide margin with visitors averaging 8.6 hours on the property during April. Facebook.com ranked second in terms of engagement, as the social networking giant saw visitors spend an average of more than 5 hours on the site during the month.
An analysis of user engagement found that Portals accounted for the largest share of time spent online at 32.9 percent in April 2011. Social Networking and Instant Messengers each accounted for 19.2 percent of time spent, followed by Entertainment (11.4 percent) and Email (10.0 percent).
"Since using comScore Media Metrix we know much more about our readers; it is a perfect complement to an analysis tool like Certifica,” said Eduardo Solís Valle, New Media Director of La República Publicaciones and President of IAB Peru. “With Certifica we have the exact information about the number of readers, sections, and frequency, but we missed demographic data and the fantastic audience analysis that comScore Media Metrix provides. Today we are able to know how our readers engage with various online content including banking, news and many others.”
"As a media agency, MEC invests greatly in research because we believe that it is one of the most efficient tools when it comes to planning and executing campaigns for our clients,” said Eduardo Velasco, General Manager, MEC. “With the presence of comScore in Peru, we will be better able to help our clients develop targeted campaigns to improve their digital ROI.”
“comScore’s presence in Peru is of great importance for the development of Internet advertising in the market,” said Beatriz Hernández, Directora Comercial, Grupo RPP. “The data comScore supplies provide insights on audience behaviors and characteristics as well as providing trusted metrics as a currency to help the development of the online advertising environment.”