Usage Patterns
| Total Online Population (000's) in 2011 | 9,254 |
| Percentage of Population Online in 2011 | 54.8% |
Demographics
There were 9,254,423 internet users in Chile (representing 54.8% of the population) in June 2011, according to Internet World Stats. (Internet World Stats, August 2011)
More than 7.3 million people age 15 and older accessed the internet from a home or work location in Chile in May 2011, spending an average of 25.3 hours online during the month, according to comScore's study on internet usage in Chile. (comScore, July 2011)
Gender
A demographic analysis of internet users in Chile revealed that males and females comprised nearly equal percentages of the online population in May 2011, according to comScore's study on internet usage in Chile.
The youngest segment of internet users studied (age 15-24) accounted for the largest share of visitors among both males and females, at 13.9% and 13.3%, respectively. These young users also accounted for a disproportionately high percentage of time spent online, with males 15-24 averaging 34 hours and females 15-24 averaging 31.3 hours online during the month.
Demographic analysis of internet users in Chile, May 2011 (total Chile internet audience, Age 15+ Home & Work Locations):
TOTAL AUDIENCE: 7,338,000
All males (15+): 3,722,000 (50.7% of total unique visitors)
- Males 15-24: 1,017,000 (13.9%)
- Males 25-34: 972,000 (13.3%)
- Males 35-44: 775,000 (10.6%)
- Males 45-54: 555,000 (7.6%)
- Males 55+: 403,000 (5.5%)
All females (15+): 3,616,000 (49.3% of total unique visitors)
- Females 15-24: 976,000 (13.3%)
- Females 25-34: 954,000 (13.0%)
- Females 35-44: 773,000 (10.5%)
- Females 45-54: 567,000 (7.7%)
(comScore, July 2011)
Social Media and UGC
Microsoft Sites led as the most-visited online property in Chile in May 2011 reaching 7.1 million unique visitors, representing 97.3% of the entire online population, according to comScore's study on internet usage in Chile.
Google Sites closely followed with 7 million visitors (95.6%), followed by Facebook.com with 6.7 million visitors (90.7%). In terms of user engagement, Facebook.com led the way with visitors averaging 8.1 hours on the property during the course of May. (comScore, July 2011)
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)
Last Updated on Wednesday, 01 February 2012 15:54
