Research: Mobile Phones Drive Majority of Non-Computer Traffic in Chile and Argentina

According to a recent report from comScore mobile devices are pushing more traffic throughout South America.

“Digital media consumption is rapidly expanding to multiple devices as a growing number of Latin Americans stay connected though smartphones and tablets," said Alejandro Fosk, comScore senior vice president for Latin America.

The report t on connected device usage found that non-computer devices (including mobile phones, tablets, and other connected devices) accounted for an average of 2.6 percent of all web browsing activity across the 10 Latin American markets included in the study: Puerto Rico, Costa Rica, Chile, Mexico, Colombia, Ecuador, Argentina, Peru, Venezuela and Brazil.

When looking at non-computer traffic, Brazil had the highest percentage of web traffic coming from tablets at 39.9 percent, while Chile had the highest percentage of web traffic coming from mobile phones at 78.8 percent.

Puerto Rico, Costa Rica and Chile See Non-Computer Devices Drive Largest Share of Web Traffic

Analysis of the current distribution of Internet traffic (defined as browser-based Internet page views) across devices found that traditional computers still account for an overwhelming majority of Internet traffic across most markets, although non-computer traffic has continued to increase in the past year. Among the markets included in this study, Puerto Rico had the highest percentage of non-computer traffic in October 2011 at 5.9 percent. Costa Rica was next at 3.7 percent, followed by Chile at 3.1 percent. 

Share of Non-Computer Internet Traffic (Mobile, Tablet and Other)
October 2011
Selected Latin American Markets 
Source: comScore Device Essentials

 

Total Share of Non-Computer Traffic (Mobile, Tablet and Other)

Puerto Rico

5.9%

Costa Rica

3.7%

Chile

3.1%

Mexico

2.9%

Colombia

2.0%

Ecuador

1.9%

Argentina

1.7%

Peru

1.6%

Venezuela

1.5%

Brazil

1.3%

Brazil Has Highest Share of Non-Computer Traffic Coming from Tablets

When looking exclusively at non-computer traffic, different countries in Latin America exhibited varying mixes of traffic coming from mobile, tablets and other connected devices. In Chile, mobile phones accounted for 78.8 percent of non-computer Internet traffic, the highest percentage of mobile traffic among the markets included in the study. Argentina followed with 77.0 percent of its non-computer Internet traffic occurring on mobile phones in October.

Brazil had the highest share of non-computer traffic coming from tablets, which accounted for 39.9 percent of all non-computer page views. In Colombia, tablets accounted for 38.9 percent, while in Puerto Rico they drove 34.6 percent of non-computer traffic.

Share of Non-Computer Internet Traffic
October 2011
Selected Latin American Markets
Source: comScore Device Essentials

 

Mobile

Tablet

Other

Argentina

77.0%

17.1%

5.8%

Brazil

56.0%

39.9%

4.1%

Chile

78.8%

15.7%

5.6%

Colombia

53.7%

38.9%

7.4%

Costa Rica

63.9%

27.1%

8.9%

Ecuador

58.0%

30.0%

12.0%

Mexico

58.2%

27.8%

14.0%

Peru

65.0%

24.1%

11.0%

Puerto Rico

45.6%

34.6%

19.9%

Venezuela

57.8%

31.4%

10.

 Apple Has Largest Non-Computer Traffic Market Share Across Markets

When looking at the operating system (OS) share of non-computer traffic among the selected Latin American markets, Apple’s iOS led the way in the wide majority of countries. Apple accounted for the highest percentage of non-computer traffic in Colombia (64.3 percent), followed by Puerto Rico (63.7 percent), Brazil (60.6 percent), Chile (60.2 percent), and Mexico (60.0 percent). These high percentages were driven by high intensity of media consumption among iPhone users combined with the iPad’s dominance in the tablet market. Android’s OS led in one of the included markets, Argentina, accounting for 33.1 percent of non-computer traffic.

OS Share of Total Non-Computer Internet Traffic
October 2011
Selected Markets 
Source: comScore Device Essentials

 

iOS

Android

Symbian

RIM

Other

Argentina

27.5%

33.1%

11.2%

3.8%

24.4%

Brazil

60.6%

19.6%

5.1%

0.7%

14.1%

Chile

60.2%

24.3%

4.5%

3.3%

7.7%

Colombia

64.3%

11.9%

4.3%

10.8%

8.8%

Costa Rica

51.9%

11.9%

12.0%

1.0%

23.2%

Ecuador

58.0%

14.1%

8.0%

7.8%

12.0%

Mexico

60.0%

15.8%

4.6%

4.1%

15.6%

Peru

48.1%

30.3%

6.5%

2.6%

12.5%

Puerto Rico

63.7%

28.4%

0.3%

1.2%

6.5%

Venezuela

47.4%

15.5%

4.4%

14.2%

18.5%

 

Trackback from your site.

Avatar

Editorial Staff @portada_online

Portada Staff

Leave a comment

MORE FROM PORTADA



Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.