LIMA — comScore, Inc. has released its first public study of Internet usage in Peru based on data from its online audience measurement and media planning service, comScore Media Metrix.
The study found that Google Sites ranked as the most-visited destination in April 2011, reaching 97% of all home and work Internet users in Peru, followed by Microsoft sites and Facebook.com. The study also analyzed how visitors spent their time online and found that the most engaging site categories, Portals, Social Networking, and Instant Messengers, accounted for more than 70% of total time spent on the web.
“We are pleased to offer our suite of online measurement services to Peru’s digital media community,” said Alejandro Fosk, comScore senior vice president of Latin America. “As Peru’s digital industry continues to grow and mature, the need for accurate and reliable digital measurement will become increasingly important for agencies, advertisers and publishers in their quest to move dollars online and create a healthy and vibrant digital economy.”
In April 2011, 4 million people age 15 and older accessed the Internet from a home or work location in Peru, spending an average of 24.4 hours online during the month. Google sites led as the most-visited online property with 3.9 million unique visitors, representing 97% of the entire online population. Microsoft Sites followed with nearly 3.6 million visitors (89.1%), followed by Facebook.com with 3.4 million visitors (85.8%). When looking at engagement at these top properties, Microsoft Sites led by a wide margin with visitors averaging 8.6 hours on the property during April. Facebook.com ranked second in terms of engagement, as the social networking giant saw visitors spend an average of more than 5 hours on the site during the month.