Chile's 15-24-year-olds are most engaged Internet users
The study also analysed the demographic composition of Chile's online population and found that Internet users age 15-24 accounted for 35% of total online minutes in May, making them the most engaged audience segment in the market.
Chilean Internet users spend more than eight hours on Facebook per month
In May 2011, more than 7.3 million people age 15 and older accessed the Internet from a home or work location in Chile spending an average of 25.3 hours online during the month. Microsoft sites led as the most-visited online property reaching 7.1 million unique visitors, representing 97.3% of the entire online population. 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.
| Top Internet Properties by Total Unique Visitors in Chile May 2011 Total Chile Internet Audience*, Age 15+Home & Work Locations Source: comScore Media Metrix | |||
|---|---|---|---|
| Total Unique Visitors (000) | % Reach | Average Minutes per Visitor | |
| Total Internet : Total Audience | 7,338 | 100.0% | 1,520.7 |
| Microsoft sites | 7,140 | 97.3% | 334.2 |
| Google sites | 7,018 | 95.6% | 228.5 |
| Facebook.com | 6,659 | 90.7% | 487.5 |
| Terra - Telefonica | 4,820 | 65.7% | 15.3 |
| Empresa El Mercurio S.A.P. | 4,616 | 62.9% | 36.6 |
| Yahoo! sites | 4,257 | 58.0% | 17.4 |
| Grupo Copesa | 3,362 | 45.8% | 27.2 |
| Wikimedia Foundation sites | 3,066 | 41.8% | 10.1 |
| VEVO | 2,573 | 35.1% | 13.7 |
| TARINGA.NET | 2,461 | 33.5% | 14.6 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs
Users age 15-24 account for 35% of all online time in Chile
A demographic analysis of Internet users in Chile revealed that males and females comprised nearly equal percentages of the online population. 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 Source: comScore Media Metrix | ||||
|---|---|---|---|---|
| Target Audience (000) | % Composition Unique Visitors | Average Hours per Visitor | % Composition Minutes | |
| Total Audience | 7,338 | 100.0% | 25.3 | 100.0% |
| All Males (15+) | 3,722 | 50.7% | 25.4 | 50.8% |
| Males: 15-24 | 1,017 | 13.9% | 34.0 | 18.6% |
| Males: 25-34 | 972 | 13.3% | 25.8 | 13.5% |
| Males: 35-44 | 775 | 10.6% | 19.2 | 8.0% |
| Males: 45-54 | 555 | 7.6% | 22.9 | 6.8% |
| Males: 55+ | 403 | 5.5% | 18.0 | 3.9% |
| All Females (15+) | 3,616 | 49.3% | 25.3 | 49.2% |
| Females: 15-24 | 976 | 13.3% | 31.3 | 16.4% |
| Females: 25-34 | 954 | 13.0% | 22.9 | 11.7% |
| Females: 35-44 | 773 | 10.5% | 20.6 | 8.6% |
| Females: 45-54 | 567 | 7.7% | 23.5 | 7.2% |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs
Source: comScore
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