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What are the most popular retail sites and platforms among US Hispanics? What priority do they give each one? What do they use the sites and platforms for? The answers to these questions and more, according to comScore‘s May 2016 rankings.

70% of Hispanics with access to internet that reside in the United States visited at least one of the sites in the category during May 2016.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016 Total Unique Visitors (000)
    Total Internet:  Hispanic All 31.321
    Retail 21.998
1     Amazon Sites 11.867
2     eBay 6.235
3     Wal-Mart 4.319
4     Apple.com Worldwide Sites 3.285
5     Target Corporation 2.196
6     The Home Depot, Inc. 1.991
7     Google Shopping 1.816
8     Best Buy Sites 1.573
9     Macy’s Inc. 1.462
10     Intuit 1.453

The preferred platform by US Hispanics is Amazon, which attracted 54% of users, followed by eBay, with 28% of the visitors.

20% of the users made supermarket purchases online through Walmart (or at least looked at products and prices before making a purchase in a physical store).

Apple seems to be the preferred technology brand by Hispanics in the United States: 15% consulted the site, and it is the only in its category on this list.

26% of the visitors accessed sites related to products that improve quality of life and home maintenance (Target, Home Depot, Best Buy). This is no small detail, as it adds up to almost as many visitors as eBay’s (ranked second on this ranking).

8% of US Hispanics compared prices and chose Google Shopping as their preferred platform for grocery shopping.

7% of users went to department store Macy’s site.

Finally, personal finances appear on the list of retail platforms: 7% of visitors consulted Intuit (the company specialized in financial programs for small and medium-sized companies and individuals) during the informed period.

What are the 10 most visited sites and platforms by Hispanic residents in the United States? What topics do they cover? What activities do they allow users to engage in? Here are the responses to those questions and more, according to comScore’s May 2016 report.

The Google sites are at the top of the rankings, with 84% of the unique users.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016 Total Unique Visitors (000)
    Total Internet:  Hispanic All 31.321
    Top 10 Properties
1     Google Sites 26.426
2     Microsoft Sites 21.151
3     Facebook 19.778
4     Yahoo Sites 17.734
5     Amazon Sites 11.867
6     AOL, Inc. 8.313
7     Mode Media 8.254
8     Apple Inc. 6.905
9     Comcast NBCUniversal 6.835
10     eBay 6.235

Microsoft, in second place, brought in almost 70% of US Hispanics.

63% of users chose Facebook as the platform through which to generate, consume and share content with friends and acquaintances.

58% of Hispanic residents of the United States chose Amazon and eBay as their preferred e-commerce platforms.

83% of the users visited portals (specifically Yahoo and AOL). This is no small detail, as they tie Google between the two of them (in terms of the quantity of visitors).

Mode Media, the platform dedicated to lifestyle whose content is generated by the user and curated by experts, attracted 26% of the unique visits.

While it came in 8th place on the rankings, Apple seems to be leading in its category: 22% of unique users visited this site in the informed period, and it is the only site dedicated exclusively to technology.

With respect to online TV content, users chose the site NBCUniversal: while it came in last place, it is the only in its category.

 

What types of content are associated with entertainment? What are the preferred platforms in Latin America? Where do they come in on the rankings? The responses to these questions and more, according to comScore’s 2016 classifications.

87% of Latin American users visited entertainment platforms in April 2016.

Source: comScore Media Metrix, Latin America, Total Audience, Home and Work, PC/Laptop only, Abril 2016 Total Unique Visitors (000)
    Total Internet : Total Audience 194.872
    Entertainment 170.368
1     YOUTUBE.COM 132.670
2     MSN Entertainment 19.439
3     Globo Entretenimento 18.540
4     UOL Entretenimento 18.536
5     R7 Entretenimento 18.105
6     Netflix Inc. 17.605
7     Webedia Sites 17.250
8     Spotify 11.227
9     Terra Entertainment 11.004
10     MUSICA.COM 10.994

YouTube, the Google video platform, led the rankings, coming in far ahead of the others: during the informed month, 78% of the users in this category chose to consumer audiovisual content on this platform. This is no small detail, as online video is the principal activity that users engage in when looking for entertainment online.

The rest of the platforms that appear on the rankings come in far below YouTube (in terms of unique users per month).

The “entertainment” section for the MSN, Globo, UOL and R7 portals (together and individually) received 11% of users, while Terra attracted 6%.

Netflix, the paid movie and series platform, received 10% of users in the region in April 2016 that tend to seek entertainment online. This reveals a certain tendency for LatAm users to consume legal audiovisual content, which they are willing to pay for.

Webedia, (the global network of leisure services: movies, video games and e-sports, cooking, glamour and travel), received 10% of the users interested in entertainment topics.

13% of users chose musical consumer content as part of their online entertainment activities. This is observed through the presence of Spotify and Musica.com on the rankings, with 7% and 6% of the visitors, respectfully.

A summary of the most exciting recent news in online video in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US-US HISPANIC MARKET

Online video veteran Peter Csathy has launched an advisory and investment company called Creatv based out of Los Angeles. The firm brought executives from online video, venture capital and social media together to find investment opportunities, provide video consulting services and advise clients on digital strategy. Clients like Coca-Cola, Walt Disney Co. and NBCUniversal are already lining up for Creatv’s expertise.

The Joint Industry Committee for Web Standards (JICWEB) released its guidelines for advertisers regarding viewability. Data and insight is gathered from independent bodies like the Media Ratings Council and the Internet Advising Bureau. The group also awarded 36 organizations like Yahoo and AOL for meeting industry standards for reducing the delivery of ads near inappropriate or illegal online content.

playboyPlayboy is launching an online video platform with its own content to “usher in a new era of Playboy” as the company recently announced that it would no longer be publishing full nudes on the cover. The content will cover lifestyle, food, technology, gaming, and will feature documentaries and comedy.

The World Federation of Advertisers (WFA) has declared that 30% of online marketing budgets are going towards fraudulent material, coming to a total of $45 billion wasted per year. The organization warned that that number would reach $150 billion by 2025.

ComScore also released data on fraud in its 2016 Q1 Advertising Benchmarks report, stating that 80 percent of global invalid traffic (IVT) is sophisticated in nature, and tend to target high-value ads that give scammers more bang for their buck. This means that 6% of American desktop display traffic and 8% of video traffic come from IVT, respectively. Programmatic ad sales, ComScore claims, make it more difficult to address IVT because of decreased transparency – 2% of direct sale traffic is IVT, compared to 9% of programmatic traffic. The report also found that in the U.S., the viewability rate for desktop video ads is 41%. (and 48% for display ads).

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at [email protected].

Teads announced it has established a brand new accreditation program to equip media buyers with the latest turnkey knowledge and training in outstream video advertising. According to a recent Teads survey, nearly 70% of brand professionals agree outstream will grow significantly over the next two years.

According to Digital TV Research’s latest data, OTT TV and video revenue in Canada and the United States will reach $24.39 by 2021, up from $2.67 billion in 2010 and $15.39 billion in 2015. The report also states that North America had 81.81million SVOD subscribers by the end of 2015.

HispanoPost, a media group that produces, packages and distributes video content for television and digital media across the world, and the American affiliate EFE News, ranked as number one news agency in Spanish-speaking language, have signed a partnership in which the agency reporters will be able to produce stories on video as part of HispanoPost’s B2B content service provision.

Univision Deportes delivered impressive ratings during the opening weekend of Copa America Centenario which kicked off on June 3rd with a match between USA and Colombia. Tournament to date, Copa America Centenario has reached 21.2 million Total Viewers 2+ and is averaging 2.9 million Total Viewers 2+ and 1.5 million Adults 18-49 per match. Compared to the 2014 World Cup tournament group stage, Copa America Centenario to date is up +14% among Total Viewers 2+ and +16% among Adults 18-49.

RC Group, the marketer and producer of Hispanic soccer programs in the U.S., and owner of Alianza de Futbol, the country’s largest amateur, Hispanic soccer program announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans.

LATAM MARKET

rubicon-iconThe advertising marketplace Rubicon Project is creating special, accessible ad packages for the 2016 Summer Olympics in Rio so that brands that don’t have huge budgets for official sponsorships or TV spots can still reach their target audiences online.

Online music video platform Vevo and the OTT service Mubi announced their new mobile application for PlayStation 4. The app will only be available in Mexico, Chile and Brazil, and was developed using the European and North American versions, which are already available.

Online video is going to triple in Latin America by 2020, according to Cisco. Its Visual Networking Index forecasts claims that IP video traffic will grow three-fold from 2015 to 2020, and that 82% of all IP traffic in Latin America by 2020 will be IP video, compare to 64%, currently.

How great is it that in this industry, there are always moves, promotions and events. If there weren’t, what would we talk about? Here are some of the highlights from May. Let’s go, we’re almost half-way through the year!

IMS – LinkedIn Names New Director for the Southern Cone

Sebas GilA few days ago, I read on LinkedIn that Sebastián Gilfue was recently promoted from Senior Sales Manager at LinkedIn Argentina to Sales Director of LinkedIn for Argentina, Bolivia, Paraguay and Uruguay. If my calculations aren’t off, this would be his sixth year in LinkedIn’s commercial area (first, through Fox, then now, through IMS). Good luck, Sebas!

PortadaLat 2016: June 8-9

We’re getting closer and closer to the annual Portada event in Miami! There will be two days full of content and ideas from industry-leading speakers, along with the opportunity to connect with pan-regional professionals from advertising and marketing. If you’re interested in finding out more about the event (and registering, of course), click here.

The MMA Forum Argentina 2016

GoldyOn May 18, I was at an event organized by the Mobile Marketing Association at the Park Hyatt Hotel in Buenos Aires. I arrived right as Juan Göldy, CEO of Logan and Chairman of MMA, was giving the official opening to the event, and I was there almost until the end. It was a full day, with the presence of leading speakers in digital media, who shared their knowledge and experience in mobile.

comScore’s Breakfast

I was at the breakfast organized by comScore on May 12 in Buenos Aires, during which we discussed the topic of multi-platform measurement in Argentina. If you want to know more about the event, you can download the presentation here.

Social Media Week Mexico

Pau CutuliLovers of social media have their events, as well. In mid-June, Social Media Week (SMW) will take place in three cities simultaneously: Los Angeles, Mexico City and Milan. SMW is dedicated exclusively to social media, and last year Paula Cutuli, also this year’s organizer, presented the first edition.

The Hidden Power of Your Network

Lore AmaranteOn May 5, Lorena Amarante held the event celebrating the launch of her book, The Hidden Power of Your Network, in which she shares her experience with the potential that resources and digital networks that we have created can contribute to our professional development. I couldn’t attend, but I still want my signed copy, Lore!

That’s all for May, guys. See you in June with more updates!

Which are the most popular video platforms among users in Argentina, Brazil, Chile, Colombia and Mexico? What type of content do they prefer? What is their order of priorities? We give you the answers to these questions according to comScore‘s March 2016 report.

Google and Facebook are the chosen destinations for LatAm users consuming video content. In all of the informed countries in this article, Google comes in first place, and Facebook second (with the exception of Chile, where Facebook was pushed to third by VEVO).

Argentina

Fuente: comScore Video Metrix, Argentina, Total Audience, Home and Work, March 2016, Video Type: Total Total Unique Viewers (000)
    Total Internet : Total Audience 18.890
    Top 10 Video Properties
1     Google Sites 16.753
2     Facebook 12.902
3     VEVO 10.366
4     Warner Music 8.591
5     BroadbandTV 8.246
6     Maker Studios Inc. 6.161
7     Teads 5.860
8     Grupo Clarin 5.790
9     Machinima Entertainment 5.543
10     Fullscreen 4.374

 

Brazil

Fuente: comScore Video Metrix, Brazil, Total Audience, Home and Work, March 2016, Video Type: Total Total Unique Viewers (000)
    Total Internet : Total Audience 80.073
    Top 10 Video Properties
1     Google Sites 64.993
2     Facebook 49.959
3     BroadbandTV 24.534
4     VEVO 23.496
5     Warner Music 21.134
6     Globo 19.576
7     Teads 18.076
8     Fullscreen 16.149
9     Samba Ads 15.809
10     Webedia Sites 15.716

 

Chile

Fuente: comScore Video Metrix, Chile, Total Audience, Home and Work, March 2016, Video Type: Total Total Unique Viewers (000)
    Total Internet : Total Audience 7.445
    Top 10 Video Properties
1     Google Sites 6.330
2     VEVO 4.030
3     Facebook 3.942
4     Warner Music 3.502
5     BroadbandTV 3.213
6     Machinima Entertainment 2.843
7     Maker Studios Inc. 2.490
8     Teads 2.255
9     Fullscreen 1.665
10     ZEFR 1.599

 

Colombia

Fuente: comScore Video Metrix, Colombia, Total Audience, Home and Work, March 2016, Video Type: Total Total Unique Viewers (000)
    Total Internet : Total Audience 16.248
    Top 10 Video Properties
1     Google Sites 12.740
2     Facebook 10.075
3     VEVO 6.816
4     Warner Music 5.175
5     BroadbandTV 4.795
6     Maker Studios Inc. 3.650
7     Machinima Entertainment 3.295
8     ZEFR 2.348
9     Vimeo 2.338
10     Teads 2.257

 

Mexico

Fuente: comScore Video Metrix, México, Total Audience, Home and Work, March 2016, Video Type: Total Total Unique Viewers (000)
    Total Internet : Total Audience 42.366
    Top 10 Video Properties
1     Google Sites 30.263
2     Facebook 27.325
3     VEVO 16.718
4     Warner Music 13.424
5     BroadbandTV 11.818
6     Maker Studios Inc. 9.345
7     ZEFR 8.664
8     Machinima Entertainment 8.369
9     Teads 6.303
10     Fullscreen 6.142

Music videos have a significant presence when observing audiovisual content consumption habits in the informed Latin American countries: VEVO (the platform administered by Universal Music and Sony Music, among others) and Warner Music appear in the first five spots of each of the rankings.

In the five categories presented in the article, the platforms dedicated to the creation, monetization and distribution of video content is notable: Broadband TV, Maker Studios, ZEFR, Machinima Entertainment and Fullscreen appear on the rankings for almost all of the informed countries. In the case of Brazil, Samba Ads is also observed.

As many Argentines as Brazilians consume audiovisual content published by media conglomerates such as Grupo Clarin (Argentina) and Globo (Brazil). The ad platform Teads represents a large number of the video sites most visited by users in each of the informed countries.

In the case of Brazil, the Webedia sites make up a large part of video traffic, while in Colombia, users choose Vimeo as the platform for sharing audiovisual content.

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Instagram is expanding its Carousel ad format to let marketers publish videos, photos or a combination of both as the compainstagramny brainstorms ways to increase user engagement with the ads.

eMarketer is claiming that Americans will spend just one
minute more on Facebook by 2018, as other platforms like Instagram and Snapchat take up more and more of our time. This year, American adults will spend an average of 22 minutes a day on Facebook and 43 minutes a day on social media services. Most of this time will be on mobile devices, not desktops or laptops. Due to this, Facebook is set to earn 35 cents per hour spent by an adult on mobile devices, compared  to 19 cents on desktops and laptops.

The New York Times’s operating profit fell 13 percent in the first quarter as ad sales dropped and the costs of their digital operations increased. Shares of the publisher, which is spending heavily to strengthen its advertising technology, fell 4.4 percent to $12.32 in afternoon trading on Tuesday.

Twitter is forecasting a less-than-impressive revenue performance in the second quarter, as the company has struggled to generate ad sales. Shares declined by 17% on Wednesday.

Alphabet, (Google’s parent company) on the other hand, announced a 17% rise in quarterly revenue thanks to mobile advertising sales. Revenues rose from 17.26 billion to 20.26 billion between January and March. It’s ad revenue jumped by 16.2% in the first quarter, and the number of paid clicks jumped 29%.

Pinterest has acquired the team from mobile ad-tech company URX, which specializes in selling technology that can be used to identify trends in content consumption to target mobile ads. Interestingly, Pinterest will be shutting down the product as it acquires only the staff.

Snapchat has commenced its experimentation with e-commerce ads, as Target and Lancôme ran formats of 10-second call-to-action spots to swipe for more info or to go straight to the mobile shopping page.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!

LATAM MARKET

eMarketer and Rock Content’s latest research claims that when it comes to techniques used for marketing and advertising in the tech sector in Brazil, nine out of ten staff members are using data analytics tools. Landing page creation (70%), SEO analysis (63%), marketing automation (58%)and A-B testing (32%) were also popular tools and techniques.

Brazilian publisher Editora Abril has established a abrilpartnership with MOAT to use the latter’s digital marketing intelligence for online campaigns. Abril hopes to be able to generate better insights on view ability and engagement with ads contents to improve the transparency it provides its clients.

ZoomIn.TV is opening operations in Mexico, where it will offer its online video content, advertising and technology expertise to the region of Latin America. ZoomIn.TV also has offices in the United States and Canada.

Kantar IBOPE Media, the Latin American media research firm, and comScore, the multiplatform measurement company, announced a strategic alliance through which solutions will be launched in Latin America. One of those solutions is the integration of TGI Clickstream, which integrates the data from Kantar IBOPE’s Target Group Index and offers a complete analysis of consumer behavior, with comScore’s MMX platform, which gives a complete vision of online audiences. It is to be launched in Brazil this year, followed by Colombia, Argentina, Peru and Chile in 2017.

What are the most popular sites among LatAm users? In what order? What media consumption habits do we see? The answers to these questions and more, according to comScore‘s February 2016 report.

Source: comScore Media Metrix, Latin America, Home and Work, PC/Laptop only, February 2016, 15+ Total Unique Visitors (000)
    Total Internet:  Persons: 15+ 184.130
    Top 10 Properties
1     Google Sites 171.145
2     Facebook 135.725
3     Microsoft Sites 118.117
4     Yahoo Sites 91.128
5     Wikimedia Foundation Sites 49.466
6     MercadoLibre 48.771
7     UOL 39.483
8     R7 Portal 36.695
9     Globo 36.401
10     Terra – Telefonica 34.818

Google sites take first place on this list of media consumption habits in Latin America. In fact, 93% of unique visitors in the region interacted with Google’s diverse properties during February 2016.

Facebook took second place, as it was the social network chosen by 74% of visitors, while Microsoft and Yahoo were visited by 64% and 49% of users, respectively.

Access to general knowledge seems to be important to LatAm users: 27% of users visited the Wikimedia sites during the informed period.

Electronic commerce is not far behind, appearing on the list through Mercado Libre. In sixth place, this platform attracted 26% of visitors.

The influence of Brazil is notable: 30% of the sites on this ranking are of Brazilian origin (UOL, R7 Portal and Globo).

Finally, Terra, the Grupo Telefonica portal, appears in 10th place, with 19% of unique visitors.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Publicis Media- Marta Ruiz-Cuevas ::: Publicis One- Fernando Bellotti, Guillermo Bonmatí, Fernando Alvarez Colombres, Diego Aguirre, Rocio Cala, Elizabeth Cabello, Maria Fernanda Correa, Tito Pérez, Silvia Olguín, Maribel Mesia, Alvaro Flórez-Estrada, Rita Lazo, Olga Lucia Villegas, Benjamin Gomez, Beatriz Álvarez, Lucia Ponce, Antonio Bruni , Antonio Bettencourt, Marisabel Zaro, Anna Casadei, Yodnay Prato, Samanta Echeverria, Hernando Eslava, Samantha De Gracia, Clemencia Granados ::: ComScore – Ivan Marchant ::: Beatriz Cardona – BeRepublic ::: Teads – Luciana Salazar :::

Click here for previous Latam Changing Places editions

descarga (1)Tim Jones, Chief Executive Officer, the Americas, Publicis Media has announced a market leadership appointment for Mexico. Marta Ruiz-Cuevas has been appointed to the role of CEO, Mexico, Publicis Media. Ruiz-Cuevas will be responsible for creating a powerful platform off which the strong agency brands – Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449 will thrive. She will be responsible for the commercial leadership of all Publicis Media operations and driving transformation across the business.Ruiz-Cuevas was most recently CEO, SMG Mexico, a role she held since June, 2015.  Prior to arriving in Mexico, she was CEO, SMG Spain.

descargaPublicis One, a unit that brings together all agency Publicis Groupe brands (Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, MediaVest | Spark, Zenith Optimedia | Blue 449, Frubis Performics, Arc, LiquidThread and Nurun, among others) has announced its various leaderships in Latam, country by country:

In Argentina, Fernando Bellotti has been named CEO. In addition, Guillermo Bonmatí is the new Chief Integration Officer (CIO.) Fernando Alvarez Colombres joins the local board of Publicis One as Media Chairman. Diego Aguirre will be the CFO for Publicis One and Rocio Cala will be the director of talent (CTO ) in Argentina.

In Chile, Elizabeth Cabello has been named CEO. Maria Fernanda Correa joins Publicis One as Chief Marketing Officer. Tito Pérez joins the local board of Publicis One as Creative President. Silvia Olguín will be the Chief Financial Officer for Publicis One in that country.

In Peru, Maribel Mesia has been named CEO. Alvaro Flórez-Estrada joins the local board of Publicis One as Creative Chairman. Rita Lazo will be the CFO for Publicis One in that country.

In Colombia, Olga Lucia Villegas has been named Chief Executive Officer (CEO) and Benjamin Gomez has been appointed Chief Integration Officer (CIO). Beatriz Álvarez also joins the board of Publicis One Colombia as CFO.

In Guatemala, Lucia Ponce was named Chief Executive Officer (CEO) and Antonio Bruni was appointed Chief Integration Officer (CIO) of Publicis One for Guatemala and Costa Rica; They will work together to develop unique and relevant solutions for customers.

In Venezuela, Antonio Bettencourt has been named Chief Executive Officer of Publicis One. Bettencourt is currently CEO of Publicis in Venezuela. In addition, Marisabel Zaro and Anna Casadei join the board of Publicis One Venezuela as Managing Partners. Yodnay Prato was appointed CFO and Samanta Echeverria was named Chief Talent Officer (CTO) of Publicis One in Venezuela.

In Panama, Hernando Eslava has been named CEO.Samantha De Gracia will be Creative Chairman of the board and Clemencia Granados will be.

descarga (3)ComScore has appointed Ivan Marchant vice president in Peru, Mexico and Central America, according to Ebizlatam. Marchant works at ComScore since 2008 and is based in Mexico City.

descarga (4)Beatriz Cardona has taken over as Country Manager in Chile for BeRepublic. With over 15 years of professional experience, Cardona has worked for important clients like AENA, Toyota, Gremio de Hoteles de Barcelona and Tele5, among others.

 

 

 

descargaTeads has appointed Luciana Salazar as Head of Programmatic for Latin America. Salazar comes to Teads from Headway Digital, where she was Sales Director LATAM for the past two years. Prior to that position, she was Southern cone director at Sizmek. The executive joins Teads to lead the programmatic expansion in the region.

 

 

descarga (2)Néstor Carrasco is the new digital director of MEC Chile, according to Adlatina. The executive has over nine years’ experience in digital marketing and has worked for brands such as Coca Cola and LG Electronics.

 

 

 

valdibiaThe Caribbean Hotel and Tourism Association (CHTA) has appointed Martha Valdivia as Director of Membership Development. Valdivia comes to CHTA with a wealth of knowledge, having worked more than 10 years with diverse stakeholders in the region in the fields of online marketing and distribution. In her most recent role as Director of Business Development at Ariadna, LLC, she identified new growth opportunities in the Caribbean, with a focus on the travel industry for the digital communications agency. She also formed part of the team that won the website re-design project for Palace Resorts. Valdivia holds a Bachelor of Science degree in Hotel Administration from Cornell University and earned her MBA through Cornell’s IMHI-ESSEC joint degree program in Paris, France.

Which video platforms do US Hispanics visit the most? Whose traffic increased between 2015 and 2016? How high on the rankings do ad platforms come in? comScore gives us all the answers in its latest report.

Source: comScore Video Metrix, United States, Hispanic All, Home and Work, February 2015- February 2016, Video Type: Total Total Unique Viewers (000)
Feb-2015 Feb-2016 Growth %
    Total Internet:  Hispanic All  24.853  31.150 25%
1     Google Sites  21.467  25.314 18%
2     AOL, Inc.  16.606  16.609 0%
3     SpotX Video Advertising Platform  10.629  11.684 10%
4     BrightRoll Platform  19.252  11.530 -40%
5     Facebook  12.092  10.404 -14%
6     LiveRail  17.766  8.929 -50%
7     Specific Media  19.532  8.637 -56%
8     Yahoo Sites  5.798  8.630 49%
9     VEVO  7.349  8.077 10%
10     Teads  1.436  7.284 407%

In general terms, the video category saw a 25% increase in the number of unique visitors between February 2015 and the same month in 2016.

Google sites came in first with an 18% increase in users in February 2016 compared to February 2015.

AOL came in second, showing stable growth between 2015 and 2016 (in terms of the numbers of unique users).

Facebook comes in fifth, with a 14% decrease in traffic (year on year).

Yahoo sites took eight place in the ranking, with a 49% increase in unique visitors between February 2015 and February 2016. This contrasts with the decrease in traffic observed on the BrightRoll ad platform (see more below).

VEVO, the Universal Music video platform, took ninth place, with a 10% increase YoY.

Video Ad Platforms

It is interesting to observe how diverse ad platforms make up a large part of the video traffic coming from US Hispanics. Nonetheless, in almost all of the cases there is a trending decrease in the number of unique visitors per month (looking at February 2015 vs. February 2016).

One of the ad platforms with positive growth was SpotX, with a 10% increase in traffic in February 2016, compared to the same month in 2015.

BrightRoll, Yahoo‘s ad property, came in fourth place, even with a 40% YoY decrease in traffic.

In sixth place came LiveRail, a Facebook property, with a 50% decrease in the number of unique visitors in February 2016 (compared to the same month in 2015).

Specific Media, a Viant property, came in seventh place, even with a 56% decrease in traffic.

Even though it came in last in the ranking, the Teads video ad platform saw annual growth of 407%.

In this article we analyze the rankings from Argentina, Brazil, Chile and Colombia. Which video sites and platforms were the most visited? How did things change between 2015 and 2016? What consumption habits were formed? We give you the answers to these questions and more, according to comScore.

In all surveyed countries, an increase in unique visitors was observed in January 2016 compared to January 2015.

Google and Facebook alternate between the two first spots on the rankings in all countries except Chile, where Facebook came in third behind VEVO.

MCNs saw a decrease in unique users.

Argentina

Source: comScore Video Metrix, Argentina, January 2015 vs January 2016, PC/Laptop Only, Total Total Unique Viewers (000) % Change
Jan-2015 Jan-2016
    Total Internet : Total Audience 15.616 18.890 21
    Top 10 Video Properties
1     Google Sites 12.513 13.522 8
2     Facebook 6.553 12.897 97
3     VEVO 9.163 9.858 8
4     Warner Music 6.411 7.955 24
5     Maker Studios Inc. 7.017 5.922 -16
6     Grupo Clarin 3.658 5.496 50
7     Teads 282 5.456 1.837
8     Machinima Entertainment 5.727 5.414 -5
9     Fullscreen 5.020 4.170 -17
10     ZEFR 3.557 3.573 0
  • In terms of the quantities of unique visitors, Google and Facebook took the first and second spots on the rankings, respectively. In the case of Facebook, it’s interesting to observe the 97% increase in unique visitors between January 2015 and January 2016.
  • Universal Music and Sony Music record labels (which appear as VEVO on the rankings) and Warner occupy the third and fourth spots, respectively. This is interesting, as it indicates a particular interest in visualizing music.
  • When it comes to multi-channel networks (Maker Studios, Machinima, Fullscreen, ZEFR), a tendency towards less unique visitors is observed in January 2016’s results (compared to the same month in 2015).
  • Grupo Clarín (one of the most important newspaper groups in Argentina) showed a 50% increase in visitors compared to January 2015. This is no small detail, as it indicates a certain interest in accessing the latest news in Argentina.
  • Teads, the video ad technology platform, grew by 1.837% between January 2015 and January 2016. This is particularly relevant for media and advertisers that use this technology.

Brazil

Source: comScore Video Metrix, Brazil, January 2015 vs January 2016, PC/Laptop Only, Total Total Unique Viewers (000) % Change
Jan-2015 Jan-2016
    Total Internet : Total Audience 65.397 81.396 24
    Top 10 Video Properties
1     Facebook 48.945 52.561 7
2     Google Sites 57.714 47.930 -17
3     VEVO 19.705 22.566 15
4     Warner Music 16.928 20.919 24
5     Teads 2.276 18.418 709
6     Globo 15.501 16.816 8
7     Fullscreen 17.922 15.927 -11
8     Samba Ads 2.904 15.634 438
9     Webedia Sites 1.907 14.908 682
10     Maker Studios Inc. 21.467 14.541 -32
  • Facebook and Google occupy the first and second spots on the ranking, respectively. In the case of Google, a 17% decrease in traffic occured between January 2015 and 2016.
  • Like in Argentina, in Brazil, Universal Music and Sony Music (VEVO) and Warner occupied the third and fourth spots, respectively.
  • In fourth place appears Teads, with a growth of 709%. This is particularly relevant for advertisers and media that use this platform.
  • With respect to multi-channel networks, in Brazil, the same is true as it was in Argentina: Fullscreen and Maker Studios saw a decrease in traffic in 2016.

Chile

Source: comScore Video Metrix, Chile, January 2015 vs January 2016, PC/Laptop Only, Total Total Unique Viewers (000) % Change
Jan-2015 Jan-2016
    Total Internet : Total Audience 5.436 7.325 35
    Top 10 Video Properties
1     Google Sites 4.041 4.017 -1
2     VEVO 3.795 3.862 2
3     Facebook 3.428 3.837 12
4     Warner Music 2.725 3.345 23
5     Machinima Entertainment 2.402 2.502 4
6     Maker Studios Inc. 2.903 2.435 -16
7     Fullscreen 1.808 1.697 -6
8     Teads 79 1.682 2.017
9     ZEFR 1.602 1.585 -1
10     ZOOMIN.TV 1.475 1.286 -13
  • Google and VEVO occupied the first and second spots on the ranking, respectively. It is interesting to observe how Facebook was brought down to third place (as it usually comes in first or second on the LatAm rankings).
  • Like in Argentina and Brazilmulti-channel networks showed light growth (as is the case of Machinima) or a decrease in traffic (Maker StudiosFullscreenZEFR, and ZOOMIN.TV).
  • With respect to Teads, and in line with what happened in Argentina and Brazil, there was notable growth (in this case, 2,017%).

Colombia

Source: comScore Video Metrix, Colombia, January 2015 vs January 2016, PC/Laptop Only, Total Total Unique Viewers (000) % Change
Jan-2015 Jan-2016
    Total Internet : Total Audience 12.741 16.069 26
    Top 10 Video Properties
1     Google Sites 8.563 7.087 -17
2     Facebook 6.779 7.059 4
3     VEVO 5.496 5.634 3
4     Warner Music 3.481 4.106 18
5     Maker Studios Inc. 3.594 3.088 -14
6     Machinima Entertainment 2.562 2.691 5
7     Vimeo 1.869 2.546 36
8     ZEFR 1.853 1.915 3
9     Fullscreen 2.280 1.871 -18
10     Teads 382 1.822 377
  • Google and Facebook occupy the first and second spots in the rankings. In the case of Google, there was a 17% decrease in traffic between January 2016 and January 2015.
  • As in Argentina and Brazil, VEVO and Warner occupied the third and fourth spots, respectively.
  • In line with the trends in other countries, multi-channel networks (Maker StudiosMachinimaZEFRFullscreen) showed either light growth or significant decreases in unique visitors.
  • With respect to Teads, the same positive trend is observed here as in other countries, with a 377% growth.

What are the most-visited retail sites and platforms in Latin America? What are the sites that grew the most and least when comparing January 2015 to January 2016? Here are the answers to these questions according to comScore‘s latest report.

Latin American users are increasingly likely to incorporate online shopping in their online activity:

Source: comScore MMX, Category Retail, Latin America, January 2015 vs January 2016, PC/laptop only, Home & Work, 15+ Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Retail 115.053 119.787 4
1     MercadoLibre 47.804 50.544 6
2     B2W Digital 21.580 18.678 -13
3     Nova Pontocom 14.798 18.522 25
4     Amazon Sites 19.439 17.012 -12
5     Buscape Company 13.459 14.897 11
6     Wal-Mart 13.976 13.453 -4
7     Alibaba.com Corporation 15.807 12.926 -18
8     Apple.com Worldwide Sites 8.872 12.007 35
9  MAGAZINELUIZA.COM.BR 8.958 9.999 12
10     Netshoes Group 20.301 9.754 -52

In January 2016, the retail category grew by 4% in comparison to January 2015.

Mercado Libre leads the category as the most-visited platform by more than 40% of the unique visitors in the region during January 2016.

On the other end is Netshoes, with more than 10% of unique users in the category in January 2016 (which represents a decrease of more than 50% in unique users on the platform compared to January 2015).

Those Whose Traffic Increased in January 2016 vs. January 2015:

  • Mercado Libre, (6%)
  • Nova Pontocom, (25%)
  • Buscapé, (11%)
  • Apple, (35%)
  • Magazine Luiza, (12%)

Those Whose Traffic Decreased in January 2016 vs. January 2015:

  • B2W Digital, (-13%)
  • Amazon, (-12%)
  • Walmart, (-4%)
  • Alibaba, (-18%)
  • Netshoes, (-52%)

 

What were the biggest highlights of  January 2015 vs. January 2016? How did users interact with certain sites and platforms? What trends are repeated across the different countries? comScore’s latest report gives us the answers.

Google, Facebook and Microsoft

  • Google, Facebook and Microsoft hold the top three spots in almost all of the rankings except Argentina’s and Uruguay’s (where Microsoft is in fourth place).
  • In the general Latin America rankings, Google and Facebook’s views increased between 2015 and 2016, while Microsoft stayed stable.

Grupo Clarín and Mercado Libre Battle Microsoft

  • The unique cases in which Microsoft loses its spot in the rankings of most-visited sites belong to Argentina and Uruguay. In Argentina, Grupo Clarín holds third place, while in Uruguay third place goes to Mercado Libre.

Yahoo!

  • With the exception of Chile and Venezuela, all countries saw a low number of unique users on Yahoo! sites. This tendency was also observed in the general Latin American rankings (with an 8% decrease since last year).

LinkedIn

  • LinkedIn is only on the rankings in Peru and Mexico, and in both countries there was a lower number of unique users in January 2016 than in January 2015.
  • LinkedIn is not on the general Latin American rankings of most-visited sites.

Mercado Libre

  • Mercado Libre made the top ten in all countries except Chile and Peru.
  • There were more users in January 2016 than in January 2015 in all countries except for Argentina and Colombia.
  • Mercado Libre’s visits increased by 6% between January 2016 and January 2015.

Terra

  • While Terra holds tenth place in the general Latin American rankings, that traffic comes primarily from Brazil, Chile and Mexico.
  • In general, the site’s number of unique users is going down (with a 25% decrease in 2016 compared to 2015, according to the Latin American rankings).

Wikimedia

  • The Wikimedia sites appear on all the countries’ rankings except those of Argentina, Brazil and Chile.
  • The general tendency is for the number of unique users to go down (as its visits went down 12% between 2015 and 2016, according to the rankings).

Latin America

 

Source: comScore MMX, Latin America, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 171.739 183.580 7
1     Google Sites 161.367 171.261 6
2     Facebook 131.898 141.362 7
3     Microsoft Sites 116.012 116.549 0
4     Yahoo Sites 97.158 89.043 -8
5     MercadoLibre 47.804 50.544 6
6     Wikimedia Foundation Sites 48.760 42.983 -12
7     UOL 41.030 40.303 -2
8     R7 Portal 38.735 38.703 0
9     Globo 40.041 38.527 -4
10     Terra – Telefonica 49.496 37.265 -25

Argentina

Source: comScore MMX, Argentina, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+
1     Google Sites 17.720 17.512 -1
2     Facebook 15.085 14.990 -1
3     Grupo Clarin 12.866 12.491 -3
4     Microsoft Sites 12.345 11.377 -8
5     Yahoo Sites 11.403 11.317 -1
6     MercadoLibre 8.149 7.310 -10
7     Grupo La Nacion 7.901 7.033 -11
8     TARINGA.NET 6.578 5.693 -13
9     INFOBAE.COM 4.901 4.937 1
10     CMI Digital 3.656 4.441 21

Brasil

Source: comScore MMX, Brazil, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 62.888 68.420 9
1     Google Sites 60.799 65.600 8
2     Facebook 52.615 57.597 9
3     Microsoft Sites 45.842 47.156 3
4     UOL 40.408 39.779 -2
5     R7 Portal 38.054 37.841 -1
6     Globo 39.451 37.542 -5
7     Yahoo Sites 36.409 31.101 -15
8     MercadoLibre 22.435 25.580 14
9     Terra – Telefonica 32.878 22.897 -30
10     IG Portal 22.697 20.737 -9

Chile

Source: comScore MMX, Chile, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 6.647 7.325 10
1     Google Sites 6.090 6.568 8
2     Facebook 4.558 4.843 6
3     Microsoft Sites 4.767 4.514 -5
4     Yahoo Sites 3.846 4.289 12
5     Grupo Copesa 2.607 2.296 -12
6     Terra – Telefonica 2.469 1.995 -19
7     Banco del Estado de Chile 1.704 1.965 15
8     Canal 13 1.216 1.627 34
9     Empresa El Mercurio S.A.P. 2.002 1.626 -19
10     Red Televisiva Megavision 1.399 1.490 6

Colombia

Source: comScore MMX, Colombia, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 12.732 13.622 7
1     Google Sites 12.164 13.008 7
2     Facebook 10.368 11.146 8
3     Microsoft Sites 7.635 7.357 -4
4     Yahoo Sites 5.920 5.155 -13
5     Wikimedia Foundation Sites 4.367 4.077 -7
6     El Tiempo Casa Editorial 3.808 3.590 -6
7     MercadoLibre 3.379 2.900 -14
8     ICCK Net S.A. 3.223 2.664 -17
9     FRIV.COM 1.712 2.326 36
10     Grupo Pera Digital 2.389 1.839 -23

Mexico

Source: comScore MMX, Mexico, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 25.900 26.646 3
1     Google Sites 23.528 24.703 5
2     Microsoft Sites 18.342 19.987 9
3     Facebook 17.971 19.605 9
4     Yahoo Sites 18.328 17.930 -2
5     Wikimedia Foundation Sites 7.691 7.663 0
6     Gobierno De La República De México 5.814 7.569 30
7     Linkedin 5.266 5.232 -1
8     MercadoLibre 4.488 4.851 8
9     Terra – Telefonica 4.129 4.398 7
10     TARINGA.NET 4.830 4.283 -11

Perú

Source: comScore MMX, Peru, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 6.518 7.270 12
1     Google Sites 6.206 6.757 9
2     Facebook 5.454 5.957 9
3     Microsoft Sites 4.959 4.667 -6
4     Grupo El Comercio 3.757 3.425 -9
5     Yahoo Sites 3.407 3.023 -11
6     Grupo RPP 2.444 2.048 -16
7     Grupo La Republica 1.998 1.974 -1
8     Grupo Epensa 2.140 1.744 -19
9     Wikimedia Foundation Sites 1.676 1.414 -16
10     Linkedin 1.617 1.337 -17

Uruguay

Source: comScore MMX, Uruguay, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 1.531 1.647 8
1     Google Sites 1.497 1.578 5
2     Facebook 1.332 1.408 6
3     MercadoLibre 871 912 5
4     Microsoft Sites 1.049 899 -14
5     BLOGSPOT.COM.UY 657
6     EL PAIS S.A. 771 627 -19
7     Wikimedia Foundation Sites 530 542 2
8     Yahoo Sites 570 510 -10
9     Antel 381 401 5
10     El Observador 392 340 -13

Venezuela

Source: comScore MMX, Venezuela, January 2015 vs January 2016, Home and Work, PC/Laptop Only Total Unique Visitors (000) % Change
Jan-2015 Jan-2016
    Total Internet:  Persons: 15+ 10.884 13.034 20
1     Google Sites 10.228 12.088 18
2     Facebook 7.896 10.025 27
3     Microsoft Sites 5.452 5.762 6
4     MercadoLibre 4.538 5.182 14
5     Yahoo Sites 4.459 4.656 4
6     Wikimedia Foundation Sites 3.635 3.878 7
7     BANCODEVENEZUELA.COM 2.166 3.336 54
8     Grupo Santander 1.974 3.069 55
9     Banesco Banco Universal 2.596 2.427 -7
10     Twitter 2.259

 

 

What are the most notable habits of Latin American Internet users? What are their priorities when it comes  to consuming different media? What categories do they prefer? The answers to these questions and more, according to comScore’s December 2015 rankings.

Source: comScore MMX, Latin America, December 2015, Home and Work, Top Categories, PC/Laptop Only Total Unique Visitors (000) % Reach Total Minutes (MM) Total Visits (000)
Total Internet : Total Audience 182.473 100,0 217.869 8.224.576
1     Services 178.157 97,6 35.581 5.310.178
2     Social Media 166.137 91,0 65.032 3.917.516
3     Search/Navigation 164.688 90,3 6.801 3.058.071
4     Portals 164.101 89,9 27.005 3.439.753
5     Entertainment 163.894 89,8 42.996 2.781.671
6     News/Information 120.573 66,1 7.347 1.211.204
7     Directories/Resources 119.485 65,5 3.135 718.511
8     Retail 119.249 65,4 5.718 854.644
9     Technology 104.375 57,2 1.415 440.690
10     Lifestyles 102.192 56,0 2.765 519.385

E-mail, Download Sites and Web Hosting Among the Top Activities

97,6% of resident users in Latin America tend to use services like e-mail, downloads and web hosting as a part of their primary online activities. The total number of visitors in this category puts it in first place in the rankings, even above social networks and search engines.

Social Networks Before Search Engines

While the difference is less than a percentage point, social networks are ranked above search engines. This is interesting, as Google sites typically occupy the first stop in comScore rankings (although if we only considered the search engine, Google would probably be ranked lower in those rankings0. Of course, the classification analyzed in this article, within the category of Google “search engines,” Google is not the only in the region, although it is the most emblematic and visited of the group.

In this ranking, when it comes to the amount of visitors, there is almost no difference between social media platforms and search engines. Nonetheless, inequality appears with respect to the amount of time users stay on the page: the minutes that users spend on search engines represents 10% of those spent on social networks. There is a reason for this: generally, search engines resolve users’ consultations in seconds, while social networks generate an engagement that is reflected in the total number of minutes spent on these platforms.

Similarities in Portals and Entertainment

It is interesting to observe how portals and entertainment sites are visited by the same percentage of users. While they appear individually on the rankings (due to their particularities), what is certain is that portals also tend to satisfy certain entertainment needs by the users.

When it comes to visitor behavior, certain difference are observed: while the amount of minutes on portals is less than that of entertainment sites, the number of visits to portals is larger than that of entertainment sites. In this sense, portals observe “less time on the site and more visits,” while entertainment sites observe “more time on the site, and less visits.”

Another interesting point is that the amount of unique users in each category is similar to that of visitors in the social media category (which should not be ignored when evaluating the reach of the “portal” and “entertainment” categories, individually).

News and Information in Sixth Place

Only some Latin American countries prioritize news and information sites. This is reflected in the rankings, in which this category comes in sixth with 66% of the visitors, below the entertainment category.

Inquiries for Useful Data, Visited by 65.5% of Users

65.5% of users use directories, maps and wikis to resolve everyday problems (according to the rankings for Directories/Resources on the rankings).

Retail, Technology and Lifestyle

In the last three spots are retail (65.4%), technology (57.2%) and lifestyle (56%). What’s interesting is the connection between the three categories: some technology sites have a direct connection to retail sites, and both categories are very associated with lifestyle.

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 What are the ten most-visited sites and platforms in Latin America? How do they factor into users’ social media priorities? How are views distributed? Here, you’ll find the answers to those questions based on the December 2015 comScore rankings.

Translated by Gretchen Gardner

Users choose different social media platforms based on each one’s available functions (which allow people to post, share, debate and relate with each other), as well as how each platform facilitates and solves these needs.

In this article, the comScore report shows the total amount of unique visitors in the social media category, distributed among 10 different platforms. Given that users, in many cases, utilize more than one of them, the total sum of unique users for each platform indicates the amount of duplicate users in the social media category.

Source: comScore MMX, Latin America, December 2015, Home and Work, Social Media Category, PC/Laptop Only Total Unique Visitors (000)
 Total Internet:  Persons: 15+ 182.473
 Total Social Media 166.137
1     Facebook 140.553
2     Blogger 61.231
3     Linkedin 22.836
4     Twitter 18.312
5     WORDPRESS.COM* 17.746
6     TARINGA.NET 17.650
7     NAMETESTS.COM 12.966
8     TUMBLR.COM* 10.967
9     Google+ 8.004
10     PINTEREST.COM 7.372

85% of Visits Are on Facebook, 5% Google+

85% of users in Latin America that use social media platforms prefer Facebook, while Google+ receives 5% of the visits.

Both platforms are on extreme ends of the rankings: Facebook in first, and Google+ in ninth.

Similar but different, while Facebook proposes a more connected world, Google+ serves as the social network of Google products.

Blogger Sites Receive 54% of Visits

54% of Latin American users in the social media category visit BloggerWordPress and Tumblr. This is no small detail, as an almost equal percentage are visiting Facebook. When it comes to Pinterest, while it’s not really a blog, it has functions that are compatible with those types of formats (which increases the visits in this category by 4%).

Entertainment: Taringa and Nametests

Almost 20% of unique users relate to each other through entertainment. According to this ranking, Taringa (an Argentine social network with a large following in Spanish-speaking countries) receives 11% of the visits, while Nametests is visited by 8% of the users in the region.

LinkedIn Takes 40% of Visits

While LinkedIn is a niche site (given that it caters to users that have strictly professional interests), it is interesting to observe how users put it among the top spots in the ranking.

Twitter Receives 11% of Visits

Apparently, Twitter did not end well in 2015: the company suffered a decline in users in the third trimester of 2015, and according to this comScore ranking, the percentage of visits that it received in Latin America comes out to 11% of unique visitors in the social media category. While it is below LinkedIn, what is certain is that it is among the top spots, coming in fourth in the ranking.

A point in favor of this platform is the repercussion of its publication in diverse media (online as much as offline), and its popularity among users. These factors are variables that could contribute to a quick recovery from the decline in users.

 

What are the most-visted retail sites by users among Latin Americans? How do they behave when it comes to making consumption decisions? The answers to these questions are here.

Translated by Gretchen Gardner

The fact that the users visit retail sites doesn’t mean that they will actually make a transaction: sometimes, the inquiry isn’t directly related to an online purchase, but a search for information on the characteristics of a product or relevant information to making a purchase decision.

Visiting different retail sites, users don’t indicate an interest in particular articles, nor do they express interest in particular brands. Here, we present user preferences according to the most-visited retail sites by residents of Latin America (based on comScore rankings). First of all, MercadoLibre.com, the online marketplace dedicated to e-commerce and online auctions, partly owned by eBay, is by far the leader with more than twice the unique visitors of the second ranked B2W Digital. Some more insights below the table.

Source: comScore MMX, Category Retail, Latin America, December 2015, PC/laptop only, Home & Work, 15+ Total Unique Visitors (000)
Retail 119.249
1 MercadoLibre 48.816
2 B2W Digital 20.801
3 Amazon Sites 16.556
4 Nova Pontocom 15.234
5 Wal-Mart 15.064
6 Buscape Company 14.115
7 Netshoes Group 11.297
8 Apple.com Worldwide Sites 10.601
9 Alibaba.com Corporation 10.237
10 eBay 8.635


Bargain Seekers: Buscapé

Buscapé is the the most-visited Latin American site by users searching for bargains on the products they desire.

Supermarket: Walmart

Latin Americans, as a whole per the ranking above, choose Walmart as their favorite online supermarket.

Technology: Apple

When it comes to purchasing technology goods Latin Americans go to Apple’s digital properties.

Clothing: Netshoes

LatAm users choose Netshoes as the first site to inquire or acquire sports clothing.

General Products: Ali Baba, Amazon, Best Buy, eBay y MercadoLibre

LatAm users choose Mercado Libre and Ali Baba in addition to eBay and Amazon as general products sites.

 

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What are the most-visted retail sites by U.S. Hispanics?  How do they behave when it comes to making consumption decisions? The answers to this and other questions below.

The fact that the users visit retail sites doesn’t mean that they will actually make a transaction: sometimes, the inquiry isn’t directly related to an online purchase, but a search for information on the characteristics of a product or relevant information to making a purchase decision.

Visiting different retail sites, users don’t indicate an interest in particular articles, nor do they express interest in particular sellers. Here, we present user preferences according to the most-visited retail sites by  Hispanic residents of the U.S. (based on comScore rankings).

Source: comScore MMX, Category Retail, US Hispanic, December 2015, PC/Laptop only, Home & Work, 6+ Total Unique Visitors (000)
Retail 22.680
1 Amazon Sites 13.409
2 eBay 6.460
3 Wal-Mart 6.057
4 Target Corporation 3.812
5 Apple.com Worldwide Sites 3.802
6 Best Buy Sites 2.942
7 Macy’s Inc. 2.278
8 Google Shopping 2.184
9 The Home Depot, Inc. 1.934
10 Kohls Corporation 1.794

Bargain Seekers: Google Shopping

Google Shopping is the most-visited sites by users searching for bargains on the products they desire. While Latin American users recur to Buscapé, Hispanic U.S. residents turn to Google Shopping.

Supermarket: Walmart

U.S. Hispanics choose Walmart as their favorite online supermarket.

Technology: Apple

When it comes to technology the preference of  U.S. Hispanics  is Apple.

Clothing: Macy’s y Kohl’s

Hispanic  recur to online versions of their favorite stores: Macy’s and Kohl’s.

Home and Family: Target y Home Depot

Hispanic residents of the U.S. prefer Target and Home Depot when it comes to buying products for their home and family needs. Of course, many of the products on the list can be bought through different e-commerce sites, although Target and Home Depot are particular because of the image that they have built around their compatibility with home and family.

General Purchases: Amazon, Best Buy, eBay

For U.S. Hispanics, Amazon, eBay and Best Buy are the most popular sites for general purchases.

 

 

We take a look at the media consumption habits of Hispanic Americans compared to the rest of Internet users in the country, according to comScore‘s rankings.

Translated by Gretchen Gardner

Hispanic Americans‘ consumption habits do not differ from those of the rest of the country’s Internet users when it comes to the top-ranked sites.

In the case of both Hispanic Americans and the general American populace, Google is ranked first, followed by Microsoft and Facebook.

In fourth place is Yahoo, followed by Amazon, AOL and Mode Media.

Further down the lists, we see a divergence in the rankings: while the general U.S. populace placed CBS Interactive in eighth place, US-Hispanics seem to be interested in keeping updated on Apple products.

The Wikimedia sites are also present on both rankings, but in different places. While these sites occupy ninth place in the American populace’s rankings, US-Hispanics placed it in tenth.

US-Hispanics put Comcast NBC Universal in ninth place.

Finally, the general U.S. populace prefers to shop for groceries online, (or at least the persence of Wal-Mart in tenth place suggests that this may be true).

Inquiries, Content Production, e-Commerce and the Consumption of Quality Content

From looking at the rankings of the 10 most-visited sites by US-Hispanics, one observes that users are carrying out four primary activities online: inquiries and searches, content production, online shopping and the consumption of high-quality content.

The presence of Google and Wikimedia on the rankings suggests that users are looking for lots of information online, probably due to the immediate answers as well as easy access that these sites provide.

Facebook, in third place, indicates the importance that US-Hispanic users assign relating with their friends and acquaintances through the consumption and production of content.

The presence of Amazon and Apple on the rankings signal a certain consumption habit related to online shopping, as well as an interest in staying updated on the newest products and trends.

Finally, we see the consumption of curated or quality content through Mode Media and Comcast NBC Universal. With regards to Yahoo and AOL, while they do provide quality content, they offer a wider range of services, and the fact that they both facilitate the creation of e-mail accounts is no small detail. It is likely that many Hispanic Americans use these companies’ platforms for their e-mail accounts.

Source: comScore MMX, United States, December 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet: Persons: 6+ 232.202
1 Google Sites 208.309
2 Microsoft Sites 151.063
3 Facebook 145.033
4 Yahoo Sites 140.012
5 Amazon Sites 118.629
6 AOL, Inc. 101.186
7 Mode Media 72.346
8 CBS Interactive 63.280
9 Wikimedia Foundation Sites 56.573
10 Wal-Mart 56.250
Source: comScore MMX, United States, December 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Hispanic All: Persons: 6+ 30.464
1 Google Sites 27.716
2 Microsoft Sites 19.423
3 Facebook 19.097
4 Yahoo Sites 18.171
5 Amazon Sites 13.409
6 AOL, Inc. 11.139
7 Mode Media 8.891
8 Apple Inc. 7.361
9 Comcast NBCUniversal 6.962
10 Wikimedia Foundation Sites 6.804

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Just as we saw in the unique user rankings published in mid-November, Google and Facebook are in first and second place, respectively, in the “video” category in Latin America (with the exception of Mexico, where Facebook is third, behind VEVO).

In general terms, as much as these rankings show the transmission of audiovisual content as a common denominator, it is interesting to observe certain particular characteristics:

  1. Some sites only permit a passive participation by the user, in the sense that the user can only consume content from the site without adding his or her own (aside from commenting or sharing). Examples of this are Grupo Clarín, Globo, Grupo Televisa and ABC Digital, whose video content is exclusively controlled by the media editor through a clear communications strategy. This way, on these sites, the user cannot make decisions related to, for example, topics, duration or location (on a particular section of the site) of the videos that he or she consumes.
  2. Other sites do permit active participation from users, allowing the user to operate like a content editor (deciding to upload his or her own content, choosing topics, uninstalling, determining in which section of the site it will be published, etc.). Facebook and YouTube are examples of this.
  3. Regarding distribution, when it comes to websites that allow active participation as well as passive, users have functionalities that allow them to share content with friends and acquaintances.
  4. Another phenomenon that we observed is that in the majority of cases, the sites and platforms on the rankings use technology provided by YouTube or Facebook. in other words, as much as the other sites and platforms may have made the top 10, that content still belongs to YouTube and Facebook. Some of these platforms are Maker Studios, Fullscreen, Machinima Entertainment, QuizGroup, ZEFR and ZOOMIN.TV. Of course, they have particularities that differentiate them from each other and that have allowed them to climb into the rankings. But it is important to highlight the role that distribution has for YouTube and Facebook (which explains why both platforms appear in the first two spots of the rankings).
  5. Finally, with respect to the quality of the material presented on the sites and platforms on the rankings, there are two noteworthy trends: on the one hand, premium content, and on the other hand, content generated by the user. In the context of this article, anything produced professionally with the objective of illustrating, positioning or reinforcing the ideology of the media outlet that has produced it can be called premium content. This type of content appears on the sites mentioned in the first point. In contrast, content generated by the user is anything “homemade” ( including anything that has been produced by a professional, using high-quality resources). In other words, we understand that content generated by the user, even when it is high-quality, loses its ideological power when it is published in an isolated context among many other homemade videos of different quality. This is the case of the sites and platforms that occupy the second spot in the rankings.

We also see that when the first-ranked sites publish audiovisual content generated by the user, the context of the publication configures the premium treatment that is given to the piece, with which, only in this case, the content generated by the users acquires characteristics of premium material, since it illustrates a certain alignment that the media outlet controls according its own discretion.

We can see these concepts reflected in the rankings from the participating countries here:

Source: comScore Video Metrix, United States, Hispanic All, October 2015, PC/Laptop Only Total Unique Viewers (000)
    Total Internet:  Hispanic All 25.120
    Top 10 Video Properties
1     Google Sites 22.398
2     Facebook 11.496
3     VEVO 6.811
4     Yahoo Sites 6.382
5     Maker Studios Inc. 6.148
6     Warner Music 5.720
7     Vimeo 5.388
8     ABC Digital 4.484
9     Microsoft Sites 3.941
10     Fullscreen 3.859
Source: comScore Video Metrix, Argentina, September 2015, PC/Laptop OnlyTotal Unique Viewers (000) Total Unique Viewers (000)
    Total Internet : Total Audience 17.191
    Top 10 Video Properties
1     Google Sites 16.379
2     Facebook 12.335
3     VEVO 10.123
4     Warner Music 8.726
5     Maker Studios Inc. 8.252
6     Grupo Clarin 5.994
7     Machinima Entertainment 5.910
8     QuizGroup 5.188
9     Fullscreen 4.653
10     ZEFR 3.756
Source: comScore Video Metrix, Brazil, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)Total Unique Viewers (000) Total Unique Viewers (000)
    Total Internet : Total Audience 68.063
    Top 10 Video Properties
1     Google Sites 55.937
2     Facebook 50.956
3     Maker Studios Inc. 23.650
4     Warner Music 21.865
5     VEVO 21.680
6     Globo 18.938
7     ZOOMIN.TV 16.349
8     Fullscreen 15.519
9     Machinima Entertainment 12.803
10     QuizGroup 12.611
Source: comScore Video Metrix, Mexico, September 2015, PC/Laptop OnlyTotal Unique Viewers (000) Total Unique Viewers (000)
    Total Internet : Total Audience 25.992
    Top 10 Video Properties
1     Google Sites 17.216
2     VEVO 17.151
3     Facebook 17.060
4     Warner Music 13.923
5     Maker Studios Inc. 11.019
6     Machinima Entertainment 8.240
7     QuizGroup 7.867
8     ZEFR 6.489
9     Fullscreen 6.282
10     Grupo Televisa 5.288
Source: comScore Video Metrix, Chile, September 2015, PC/Laptop Only Total Unique Viewers (000)
    Total Internet : Total Audience 5.970
    Top 10 Video Properties
1     Google Sites 3.960
2     Facebook 3.959
3     VEVO 3.923
4     Warner Music 3.530
5     Maker Studios Inc. 3.163
6     Machinima Entertainment 2.622
7     QuizGroup 2.176
8     Fullscreen 1.775
9     ZEFR 1.578
10     ZOOMIN.TV 1.445
Source: comScore Video Metrix, Colombia, September 2015, PC/Laptop Only Total Unique Viewers (000)
    Total Internet : Total Audience 14.256
    Top 10 Video Properties
1     Google Sites 9.292
2     Facebook 9.199
3     VEVO 6.619
4     Warner Music 5.206
5     Maker Studios Inc. 4.666
6     Machinima Entertainment 3.285
7     QuizGroup 3.076
8     Vidaprimo 2.822
9     Fullscreen 2.368
10     ZEFR 2.115

 

December is a month that seems to never end. It’s barely over, and we’re tired from switching between work and vacations and holiday celebrations with family and friends. The digital industry didn’t fall behind, either: here, I share a few of the month’s highlights for you to read from the beach or office.

Translated by Gretchen Gardner

ShowMe Buenos Aires

Gonza Arzuaga

At the beginning of December I attended the ShowMe Buenos Aires event, having been invited by Gonzalo Arzuaga, one of the pioneers of the Internet industry in Argentina.

Over seven hours (that flew by), we listened to the experiences of seven Internet entrepreneurs who told us about their successes (most of which came after various failures and important lessons). On top of being inspiring, the event (held in Buenos Aires since 2010) is ideal for those who want to start their own business, exchange ideas with other entrepreneurs and learn about the experiences of those who have “been there.” Thank you for the invite, Gonza! And keep us updated on your plans for 2016!

Growth Startups

Andy AlteriniAndy Alterini and Giselle Borau invited me to the Growth Startups office in Buenos Aires.
Growth Startups is an international growth hacking  startup specialized in the Latin American market that is led by a recognized team of experts in the digital industry.

Growth Startups’ speciality is the generation of digital strategies that help their clients (or partners) reach their goals through the implementation of certain techniques – as well as the expertise that can only be acquired after years in the industry.

These guys know what they are doing.

The Headway Holiday Party

headway

As I told you in my last column, I was at Headway’ Digital’s holiday party at which they also celebrated the first five years of the company. Everyone was there, including clients and competitors. It was a very nice event, and the presence of the founders added a special warmth.

In the photo, I’m standing to the left, followed by Marcos Christensen (country manager at comScore for the Southern Cone), Alejandro Fishman (country manager at Yahoo!), Martin Kogan (CEO and co-fundador at Headway Digital), Javier Montanaro (VP of sales at Headway Digital), Matias Charas (ex AdFunky, Batanga) and Mariano Burstein (ex Yahoo!, AdFunky, Batanga).

To many more years of success!

New Faces at Logan

Paula LImaLogan recently opened an office in Brasil, naming Paula Lima the general manager and Emilio Moraes Ruffo as sales manager. Both held similar roles at IMS, and have vast experience in the digital industry. Good luck to both of you!

ComScore Event

The Futuro Digital Argentina 2015 event, organized by ComScore, took place on December 2nd. If you missed it, don’t worry: by clicking on this link you can download all of the information and get up-to-date on the presentations that were given at the event.

If you want to access other similar presentations, you can find them at this link.

Happily Ever After

Tati Lopez

It’s not all work in the digital industry. At the end of December I was in Miami for the wedding of Tatiana Lopez (current Global Business Manager at Facebook) to Igor Zeljic.
I’ve known Tati for many years now, as both of us worked at Fox. Of course, I couldn’t miss this grand event, held on the 50th floor of the Viceroy Hotel.

At the event, I was lucky to run into friends from the digital industry in Miami and from México (who now work at Facebook, Twitter, Havas and Starcom), and we danced, caught up and talked about everything but work.

We wish you a lifetime of happiness! I couldn’t leave this bit of news out as we close 2015: the digital world connects us with people with which we share much more than professional experiences.

And that is all for now. Happy New Year, everyone!

 

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