The FINANCIAL — On November 4,comScore, Inc. in association with IMS Internet Media Services (IMS), one of the leading digital marketing communications companies that partners with fast-moving business seeking to expand into and within Latin America, released the results from the IMS Video in LATAM Study. The study provides an in-depth look at digital video viewers and their activities.
The research, conducted by comScore, collected information from users in Brazil, Mexico, Argentina, Colombia, Chile and Peru that watched digital video content during June to August 2015. The study analyzed various aspects of digital video consumption, including the viewers’ profile, device usage, time spent on media, type of content watched and attitude towards video advertising.
“85 percent of digital consumers in these markets watch digital video each month, which opens up many opportunities for content owners and brands to engage with this audience across a multitude of devices,” noted Marcos Christensen, Director at comScore. “After a successful release of the IMS Mobile Study earlier this year, we combined our efforts again to analyze the digital video audience in our market. These are impactful insights that will help us better serve our clients and the industry.”
“We are delighted to present this new research in conjunction with comScore,” said Gaston Taratuta, CEO and founder of IMS. “Understanding how customers interact with different digital video platforms is critical information in order to help our clients fully leverage digital video. We reach more than 70 million users in the region through platforms marketed by IMS, which makes research such as this invaluable to helping our clients better understand and engage with their local customers.”
Some of the key findings of the IMS Video in LatAm Study include:
36 percent of Latin Americans watch video outside their home, and 14 percent watch video while commuting.
Smartphones are the main devices used to watch digital video content.
Movies, TV series and music were found to be the most frequently consumed and the most preferred content by Latin Americans.
Latin Americans spend a total of 13.2 hours a week watching digital video.
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