Usage Patterns
| Total Online Population (000's) in 2011 | 27,568 |
| Percentage of Population Online in 2011 | 66.0% |
Demographics
There were 27,568,000 internet users in Argentina (representing 66.0% of the population) in June 2011, according to Internet World Stats. (Internet World Stats, August 2011)Nearly 13 million people age 15 and older accessed the internet from a home or work location in Argentina in April 2011, spending an average of 26.9 hours online during the month, according to comScore.
Microsoft Sites led as the most-visited online property reaching nearly 12.4 million unique visitors, representing 95.1% of the entire online population. Google Sites ranked second with nearly 12.3 million visitors (94.3%), followed by Facebook.com with 11.5 million visitors (88.6%). In terms of user engagement, Facebook.com led the way with visitors averaging 8.8 hours on the property during the course of April. When compared to markets globally, Argentina's users average the second highest amount of time on Facebook.com behind Israel - where visitors averaged 10.6 hours during April. (comScore, June 2011)
Gender
A demographic analysis of internet users in Argentina revealed that males and females composed nearly equal parts of the online population, according to comScore. Males accounted for 50.5% of online users in April 2011, while females accounted for 49.5% of users.
Young users accounted for the largest share of visitors among each gender with males 15-24 accounting for 15% of the online population, while females 15-24 accounted for 14.2% of visitors. Young users also averaged the most minutes online with males between the ages of 15-24 averaging 33.7 hours during April, followed by females age 15-24 with 31.4 hours during the month. Users age 15-34 accounted for nearly 60 percent of all time spent online in Argentina.
Demographic analysis of internet users in Argentina, April 2011 (Total Argentina Internet Audience, Age 15+, Home & work locations):
TOTAL AUDIENCE: 12,991,000
All Males (15+): 6,566,000 (50.5% of unique visitors)
- Males: 15-24: 1,952,000 (15.0%)
- Males: 25-34: 1,681,000 (12.9%)
- Males 35-44: 1,206.000 (9.3%)
- Males 45-54: 939,000 (7.2%)
- Males 55+: 790,000 (6.1%)
All Females (15+): 6,425,000 (49.5%)
- Females: 15-24: 1,845,000 (14.2%)
- Females: 25-34: 1,627,000 (12.5%)
- Females 35-44: 1,177,000 (9.1%)
- Females 45-54: 923,000 (7.1%)
- Females 55+: 853,000 (6.6%)
(comScore, June 2011)
Social Media and UGC
Social networking accounts for more than one-quarter of all time spent online in Chile and Argentina, ranking as the top activity in Chile (28.5% of total minutes) and the second most popular activity in Argentina (27.8% of total minutes), according to comScore. The study also looked at the top social networking destinations in these two markets and found that Facebook maintained a strong lead, reaching 9 out of 10 internet users in January 2011.
An analysis of how internet users in Argentina and Chile spend their time online revealed a shift in behaviour towards leisure-oriented content categories. In Argentina, Portals account for the largest share of time spent online in January 2011 at 29%, but declined nearly 10% points from the previous year, while Social Networking surged 12.6% points to account for 27.8% of Argentineans' total time online. The Instant Messenger category (down 6.6% points to 19.6% of time spent) and Email (down 2.1% points to 7.1% of time spent) both witnessed declines as consumers made use of an increasing array of communication methods including Social Networking and mobile devices to stay connected.
Internet users in Chile displayed trends similar to those in Argentina. In Chile, Social Networking ranked as the top online activity by time spent, accounting for 28.5% of total online minutes, up 8.9% points from the previous year, as Portals, Instant Messengers and Email all witnessed a decline in share of minutes. Entertainment sites, which accounted for 10.9% of total minutes, gained 1.6% points versus the previous year as online users continued to spend an increasing amount of time consuming entertainment content.
An analysis of the top social networking destinations in Argentina and Chile revealed that Facebook.com was the most popular social networking destination in both markets. In Argentina, 11.3 million visitors age 15+ visited Facebook.com from a home or work location, representing 88% of the Argentine online population. In Chile, 6.5 million visitors (approximately 90% of the online population) visited Facebook.com in January 2011.
Latin America is also home to some of the most highly penetrated markets for Twitter. In Chile, Twitter.com reached 13.1% of all online users (nearly 1 million visitors) to rank 11th globally in terms of reach. In Argentina, Twitter.com reached 12.5% of all online users (1.6 million visitors), ranking 13th globally.
Fotolog and Windows Live Profile each ranked among the top 3 social networking sites in both markets, while Sonico, Badoo and Linkedin also held solid positions within the top ten. (comScore, March 2011)
Online travel market
Travel booking
At the annual Feria Internacional de Turismo (FIT), Expedia, Inc. has announced positive growth in bookings made to Argentina on the company's more than 100 Expedia-brand and Hotels.com-brand travel booking sites worldwide in 2011.
Argentina is an increasingly popular travel destination, with growth of more than 80% in the number of bookings to Argentine hotels in 2011 versus 2010, according to Marco Tagliatti, Expedia vice president of lodging for Latin America. The growth is coming from international travellers, who are travelling in the greatest numbers from the US, Brazil, the UK, Australia, and Spain. (TravelDailyNews, October 2011)
Broadband Access
Over 31% of households in Argentina, home to one of Latin America's fastest-growing internet population, had some form of broadband connection in 2008, according to eMarketer. In 2013, that figure will nearly double to 61%.
Broadband households in Argentina, 2008-2013:
- 2008: 3,333,000 (31.4% of total households)
- 2009: 4,516,000 (42.2%)
- 2010: 5,567,000 (51.5%)
- 2011: 6,200,000 (56.9%)
- 2012: 6,570,000 (59.7%)
- 2013: 6,761,000 (60.9%)
For perspective, eMarketer estimates that in 2008, 61.3% of US households had a broadband connection.
Even in Latin America, in terms of broadband connectivity Argentina still has a way to go before catching up with Brazil and Mexico, the region's other economic powerhouses. Brazil had over three times as many high-speed subscriptions as Argentina in Q3 2008, and Mexico had almost twice as many. (eMarketer, March 2009)
Last Updated on Wednesday, 01 February 2012 15:47
