THE TOP SITES IN 9 LATAM COUNTRIES: What You Need to Know

In which four Latin American countries does LinkedIn make the top 10 list? Which countries have a particularly large number of local players among the leading sites? And what country has no less than three financial institutions among its top 10 players? Find out below as we analyze the September ComScore rankings in nine Latin American countries. (Check out the rankings below!)

As expected, Google continues to lead the lists of the 10 most-visited sites in different Latin American countries, according to comScore in September 2015. Facebook and Microsoft found themselves in second and third place, respectively. With a total of 65,783,000 users, almost three-times more than in Mexico, Brazil is the country with the largest number of Internet users in Latin America.

In the majority of the countries that comScore covered for the September 2015 survey (Argentina, Brasil, Chile, Colombia, México, Perú, Puerto Rico, Uruguay and Venezuela), one thing doesn't change: Google, Facebook, Microsoft and Yahoo are all in the top four positions on the lists of the 10 most-visited sites, with a few exceptions.

Another constant is the presence of LinkedIn in Chile, Colombia, Mexico and Peru. This is an interesting statistic, and the fact that the professional network is present in the ranking of 4 of the 10 countries analyzed reveals that in these countries, there is a notable interest in networking in professional activities - even more so if we keep in mind that Twitter, which has very high traffic, doesn't even appear in the rankings.

Latin America - The "Big Four" Lead Overall

Source: comScore MMX, Latin America, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 179.147
1 Google Sites 169.198
2 Facebook 138.651
3 Microsoft Sites 121.432
4 Yahoo Sites 101.148
5 Wikimedia Foundation Sites 54.684
6 MercadoLibre 49.886
7 Terra - Telefonica 47.774
8 UOL 46.440
9 R7 Portal 45.154
10 Globo 43.613

COMMENT: Google leads the ranking of the 10 most-visited sites in Latin America with a market share of 23.6%. Facebook, Microsoft and Yahoo, which hold the second, third and fourth places, respectively, hold a total of 50.3% of the market share. As an observation, it is interesting to note the presence of R7Portal and Globo on the list of the 10 most-visited sites in Latin America. The presence of Mercadolibre is also noteworthy, not only because it is on the general LatAm ranking, but also because it is in sixth place! This is a clear indicator of a certain level of maturity in the region with respect to electronic commerce (which is no small feat, considering the cultural resistance to online shopping in the region).

Argentina: Local News Sites are Big

Source: comScore MMX, Argentina, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 18.890
1 Google Sites 18.501
2 Facebook 15.185
3 Yahoo Sites 13.350
4 Grupo Clarin 13.214
5 Microsoft Sites 13.025
6 MercadoLibre 7.494
7 Grupo La Nacion 7.356
8 TARINGA.NET 6.663
9 Wikimedia Foundation Sites 5.263
10 INFOBAE.COM 5.214

COMMENT: In the case of Argentina, Grupo Clarin takes the fourth place away from Microsoft, which shows that the country continues to choose traditional media when looking for news and general information. Google leads the ranking with a market share of 17.57%, while Facebook, Yahoo and Grupo Clarin, all together, hold 39.65% of the market share. Along with Grupo Clarin, we see other traditional media like La Nacion and Infobae on the list, which indicate that Argentina has a particular tendency to consume informative media. On the other hand, Taringa's presence on the list is noteworthy, because its content is generated by users. Here we see a contrast between more "serious" and "fun" news.

Brazil: Many Local Players

Source: comScore MMX, Brazil, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 65.783
1 Google Sites 62.846
2 Facebook 54.714
3 Microsoft Sites 50.047
4 UOL 45.871
5 R7 Portal 44.233
6 Globo 43.124
7 Yahoo Sites 36.473
8 Terra - Telefonica 32.089
9 Grupo NZN 26.625
10 MercadoLibre 25.035

COMMENT: In Brazil, UOL returns to  the fourth place and takes Yahoo to seventh place, which also occurred in the ranking of unique users from July of this year. Google keeps the first spot with a total market share of 14.92%. Facebook, Microsoft and UOL, together, hold 35.77% of Brazil's market.

Chile: LinkedIn Lovers

Source: comScore MMX, Chile, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 7.092
1 Google Sites 6.439
2 Facebook 4.934
3 Microsoft Sites 4.719
4 Yahoo Sites 4.516
5 Grupo Copesa 2.692
6 Terra - Telefonica 2.229
7 Linkedin 2.105
8 Banco del Estado de Chile 1.868
9 Wikimedia Foundation Sites 1.844
10 TARINGA.NET 1.674

COMMENTS: In the trans-Andean country, Google continues to lead the ranking with a market share of 19.5%. The other three giants Facebook, Microsoft and Yahoo, all together, hold 42.91% of the market share. Grupo Copesa, local player holding magazines, newspapers and radio stations, was able to reach fifth place. The presence of LinkedIn in the Chilean ranking is notable if we remember that the presence of the Internet is much smaller there than it is in Argentina and Brazil (in fact, LinkedIn doesn't appear on these countries top-ten lists). This may indicate a strong interest in professional development from the Chileans.

Colombia: El Tiempo Enters the Top 10

Source: comScore MMX, Colombia, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 13.317
1 Google Sites 12.776
2 Facebook 11.310
3 Microsoft Sites 7.718
4 Yahoo Sites 6.660
5 Wikimedia Foundation Sites 6.207
6 El Tiempo Casa Editorial 4.190
7 Linkedin 3.566
8 ICCK Net S.A. 3.173
9 MercadoLibre 2.980
10 WORDPRESS.COM 2.840

COMMENTS: Wikipedia, which was in fourth place in July's rankings, is ranked fifth in September 2015. Google leads with a market share of 20.8%, and Facebook, Microsoft and Yahoo (which is now in fourth place) hold a total of 25.6% of the market share of the 10 properties. El Tiempo Casa Editorial and the digital portal ICCK Net S. A entered the list as local players.

Mexico: Government Is in the Top 6!

Source: comScore MMX, México, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 26.312
1 Google Sites 25.841
2 Facebook 20.175
3 Microsoft Sites 19.345
4 Yahoo Sites 18.997
5 Wikimedia Foundation Sites 9.485
6 Gobierno De La República 9.397
7 Linkedin 7.872
8 TARINGA.NET 5.155
9 MercadoLibre 4.790
10 Ask Network 4.745

COMMENTS: Google leads with 20.54% of the market share of the ten properties in Mexico. Facebook, Microsoft and Yahoo share 46.51% of the market share. Like in Colombia, Wikipedia holds the fifth place. Local player Gobierno de la República achieves a remarkable sixth position.

Peru: Three Local Publishers Among Top 10

Source: comScore MMX, Perú, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 7.258
1 Google Sites 6.627
2 Facebook 5.743
3 Microsoft Sites 4.770
4 Grupo El Comercio 3.777
5 Yahoo Sites 3.628
6 Grupo RPP 2.397
7 Linkedin 2.383
8 Grupo Epensa 2.258
9 Wikimedia Foundation Sites 2.182
10 Grupo La Republica 1.700

Notes:  In first place, Google obtained 18.68% of the market share of the top 10 properties, and Facebook, Microsoft y Grupo El Comercio obtained 40,29% of the total.  As a local player, Grupo El Comercio was notable, as it took Yahoo out of its "typical" fourth place.

Puerto Rico: Microsoft, Amazon and Apple Come Out Strong

Source: comScore MMX, Puerto Rico, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 1.723
1 Google Sites 1.535
2 Microsoft Sites 930
3 Facebook 762
4 Yahoo Sites 730
5 Grupo Ferre Rangel 548
6 Wikimedia Foundation Sites 343
7 Amazon Sites 288
8 eBay 281
9 Apple Inc. 272
10 Dropbox Sites 245

COMMENT: Other players that don't appear on the top  10 lists of other countries, like Grupo Ferre Rangel, Amazon sites, Apple Inc. and Dropbox Sites. Google leads with 25.86% of the total, and Microsoft (which in this case, holds second place and knocks Facebook down a spot), Facebook y Yahoo hold 40.81% of the total market.

Uruguay: Clarin Makes the List in a "Foreign" Country

Source: comScore MMX, Uruguay, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 1.607
1 Google Sites 1.538
2 Facebook 1.332
3 Microsoft Sites 1.030
4 MercadoLibre 833
5 EL PAIS S.A. 728
6 Wikimedia Foundation Sites 611
7 Yahoo Sites 597
8 BPS.GUB.UY 378
9 El Observador 376
10 Grupo Clarin 345

COMMENTS: It is interesting to note that Mercadolibre continues in fourth place, just as in July 2015. Facebook, Microsoft and Mercado Libre lead with almost 41.13% and Google, in first place, holds 19.79% of the total market. The presence of Clarin is noteworthy too, as an Argentine media outlet in a foreign country.

Venezuela: Strong Financial Institutions and Social Media Properties

Source: comScore MMX, Venezuela, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 12.274
1 Google Sites 11.309
2 Facebook 9.398
3 Microsoft Sites 5.331
4 MercadoLibre 5.043
5 Yahoo Sites 4.638
6 BANCODEVENEZUELA.COM 3.059
7 Wikimedia Foundation Sites 2.769
8 Grupo Santander 2.733
9 Banesco Banco Universal 2.288
10 Twitter 2.004

COMMENTS: Information related to banking is notably present on Venezuela's list, as 3 of the 10 properties in the ranking are banks: Banco de Venezuela, Grupo Santander and Banesco Banco Universal.  Just like in Uruguay, Facebook, Microsoft and Mercadolibre lead (interesting that an electronic commerce company is so popular in a country with significant conflict in internal/external commerce) with 40.7% of the total market share; and Google is in first place with 23.28%.  Just like the case of Mercadolibre, it is noteworthy that Twitter is so popular in Venezuela. Venezuelans clearly feel strongly about communicating in the open, not only through Facebook but also on Twitter, as the rankings demonstrate. This is not a minor factor, considering the political reality of the country today.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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