According to the last study of ComScore, in March 2011, Latin Americans conducted a total of 18.5 billion searches, an increase of 21 percent from the previous year.

This gain was driven primarily by a 14-percent increase in the number of unique searchers, as well as a 6-percent gain in the number of searches per searcher. Each of the six countries included in this study experienced growth in search query volume.

Brazil, which accounted for the largest volume of search queries at nearly 6 billion, also had the strongest growth rate of 34 percent. Mexico ranked as the second largest search market with nearly 3.2 billion queries conducted in March 2011 (up 23 percent), followed by Colombia with almost 2.9 billion searches (up 28 percent).

Search Query Volume Growth in Latin America
March 2011 vs. March 2010
Total Latin America Internet Audience*, Age 15+ – Home & Work Locations
Source: comScore qSearch

 

Searches (MM)

Mar-2010

Mar-2011

% Change

Latin America

15,293

18,528

21%

Brazil

4,462

5,969

34%

Mexico

2,588

3,171

23%

Colombia

2,232

2,866

28%

Argentina

1,814

2,186

21%

Chile

970

1,041

7%

Venezuela

375

493

31%

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs

Google Sites Leads Search Market in Latin America

Analysis of the top search destinations in Latin America revealed that Google Sites captured the majority of the search market in Latin America with 90.5 percent market share.

More than 16.7 billion searches were conducted on the property in March 2011, with the average searcher performing 153 queries during the month on Google Sites.

Across each of the six markets studied, Colombia accounted for the highest share of searches at Google Sites at 92.2 percent, with Argentina accounting for the lowest share at 89.4 percent.

Facebook.com ranked as the #2 search destination in Latin America with 525 million searches (2.8 percent share) followed by Microsoft Sites with 513 million searches (2.8 percent share).

Top 10 Search Properties* in Latin America by Search Query Volume
March 2011
Total Latin America Internet Audience**, Age 15+ – Home & Work Locations
Source: comScore qSearch
Searches (MM) Share of Searches Searches Per Searcher
Total Internet 18,528 100.0% 167.6
Google Sites 16,763 90.5% 153.7
Facebook.com 525 2.8% 11.3
Microsoft Sites 513 2.8% 10.0
Yahoo! Sites 198 1.1% 9.2
Ask Network 112 0.6% 5.3
Terra – Telefonica 109 0.6% 6.5
eBay 43 0.2% 15.2
Wikimedia Foundation Sites 35 0.2% 3.7
iG Sites 31 0.2% 5.4
UOL 26 0.1% 4.3

*Search properties include all entities included in roll up, i.e. Google Sites includes searches at YouTube.com
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs

Author

Portada Staff

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