With one-third of users in Latin America between the ages of 15 and 24, digital usage continued to rise in the region between April 2014 through April 2015, according to a new comScore report, "Latin America Digital Future in Focus."
With one-third of users in Latin America between the ages of 15 and 24, digital usage continued to rise in the region between April 2014 through April 2015, according to a new comScore report, "Latin America Digital Future in Focus." At the same time, the U.S. Hispanic digital audience reached 38.2 million unique users.
Facebook saw a 147 percent rise in activity in Latin America in the same period, April to April, drawing 7 billion interactions. Facebook also saw 1,810 percent growth in video views over the period, according to comScore. Twitter use rose 351 percent compared to the same period the previous year.
Samsung was the leader in Latin American mobile phone sales in 2014, followed by Motorola. Apple holds 10 percent of the market, according to the report.
The study found that Brazil, Mexico, and Argentina, countries that have typically been digital leaders in Latin America, had the top three digital audiences. In all of those countries, entertainment was the most popular category for applications, topping sports, news and games. Use of entertainment apps grew over 115 percent percent in Argentina, 104 percent in Brazil and 92 percent in Mexico.
Brazilians watch more videos online than other Latin Americans, the report found, while Argentina had the biggest reach for online videos, with an audience of 48 percent of the country’s population. Not surprisingly, most Latin Americans watched videos on Google platforms. All countries in the region showed more engagement with online video.
Billboard | By Judy Cantor-Navas