Where young Brazilians spend most time online

comScore, Inc, a leader in measuring the digital world, today, 1 July 2010, released a study of online behaviour among 6-14-year-old consumers in Brazil, a recent addition to comScore's demographic segmentation capabilities in the market.

The study found that Internet users 6-14 years of age accounted for 12% of the total online population in Brazil in May 2010, spending the majority of their time on Entertainment, Instant Messengers and Social Networking sites. comScore also announced it now offers reporting on Internet usage based on five geographical regions in Brazil as it continues to aggressively expand the breadth of its reporting capabilities in the market

"comScore's recent expansion of its demographic and geographic measurement capabilities in Brazil underscores our ongoing commitment to this fast-growing, active market," said Alex Banks, comScore managing director for Brazil and vice president for Latin America. "In an increasingly competitive and fragmented digital media environment, the ability to understand the Internet audience, from a behavioral, demographic and regional perspective is crucial for advertisers and publishers seeking to maximize their digital return on investment."

6-14 year olds represent 12% of Brazil's online population

comScore measures Internet usage through an opt-in panel where heads of households provide permission for the collection of computer information. In May 2010, there were 40.7 million unique Internet users age six and older in Brazil accessing the Internet from a home or work location. The total Brazilian online population, including public computers at Internet cafes, universities, etc. is more than 73 million. Of this home and work audience, 6-14 year olds represented 4.8 million unique visitors, or 11.9% of the total. People between the ages of 15-34 accounted for 56.1% of the online population, while users age 35 and older made up the remaining 32.1%.

In terms of content consumption, users age 6-14 consumed fewer than 2% of total pages and minutes in May, indicating that this age segment represents lighter Internet users when compared to other demographic segments in the market. Users age 15-24 and 25-34 consumed the largest proportion of pages and minutes, with both segments accounting for more than 30% of total pages and minutes during the month and the 15-24 age segment representing the heaviest users.

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Instant messengers, entertainment and social networking sites capture majority of users' time

An analysis of how Internet users age 6-14 spend their time online revealed that entertainment, instant messengers, and social networking sites captured the majority of Brazilian users' time. Entertainment sites accounted for 25% of online time, followed by Instant Messengers (22%), and Social Networks (15%), an indication that fun and leisure activities are the predominant drivers of online behaviour among younger users.

Southeast region of Brazil accounts for more than 60% of online content consumed

Beginning with May data, comScore now offers the capability to segment Brazil Internet usage based on five geographic regions within the country including centre-west, north, northeast, south and southeast, giving advertisers, publishers and agencies increased insight into key demographic information on users across the country. May data revealed that the southeast region, which consists of Espirito Santo, Minas Gerais, Rio de Janeiro and Sao Paulo states, accounted for 67% of total Internet users, 66% of pages of content consumed and 65% of minutes spent online in the country.

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.