What: The total Internet audience in Latin America in December 2013 topped 165,339 million users, according to comScore. The company also shared data with Portada regarding the top 20 digital media properties for the month of December 2013.
Why it matters: Google, Facebook, Microsoft, Yahoo!, and Terra-Telefonica sites were the most popular in Latin America during the month of December 2013, according to comScore.
Translated by Candice Carmel
Of the total Internet audience in December 2013, 95.2% arrived through Google sites, placing it at the top of the ranking. The figure speaks clearly: just over 157 million unique visitors out of a total audience of more than 165,339 million. The monthly average of minutes per viewer from Google sites is no small potatoes either: 231 minutes.
In comScore’s ranking of digital properties for December 2013, Facebook placed second with an audience reach of 85.4%, totaling 141,177 million unique visitors. Microsoft sites ranked third, with 126 million unique viewers, an audience reach of 76.2%, and an average time of 76.4 minutes spent on their sites. Yahoo! placed fourth with 104,314 million unique visitors, a total Internet audience reach of 63.1%, and an average time spent on their sites of 50 minutes per month per user. Terra-Telefonica came in fifth, with 67.732 million unique visitors, an audience reach of 41%, and an average user time on their sites of nearly 37 minutes per month.
Total Unique Visitors (000)
Average Minutes per Visitor
Total Internet : Total Audience
Terra – Telefonica
Wikimedia Foundation Sites
Source: comScore Media Metrix, Top 20 Properties, Total Audience LATAM, December 2013 – Home and Work Locations, PC Only.
As noted above, Facebook ranked second with an 85.4% audience reach and 141,177 million unique visitors. However, the average user time on Facebook is more than double the time of users from Google sites. During the month of December 2013, Facebook users spent an average of 582 minutes per month on the social network.
Social networks in Latin America weighed in strong, which is nothing new. For example, Portada recently reported that in Mexico, one in four Mexicans uses Facebook every day and that 53% of Mexicans like the advertising on social networks. In the ranking, we can see how Facebook is by far the leading social network, both in relation to the number of unique visitors and the average time spent by users on the site.
Twitter placed 15th user time spent on the social network is just over 25 minutes per month. Twitter is making changes to its interface to suit mobile users, and the company has assured that it will continue with the changes to make it “easier for first-time users to interact and navigate the site.” Furthermore, these changes are partly due to Twitter’s 2013 unsatisfactory results: The site posted losses of $645 million, even though , with 28.127 million unique visitors and a total audience reach of 17%. The average sales rose 116% compared to 2012, reaching $243 million. (For more details on social media results, see our comparison chart and what experts say about it.)
The third social network to make the cut of the top 20 digital properties was LinkedIn, coming in just below Twitter at No.16, with 27,426 million users in December 2013. LinkedIn’s audience reach was 16.6%, with a monthly average of 6.6 minutes per user.