Groupon leads Latin America as most-visited coupon site in region
The study also found that Groupon led as the top coupon site in the region reaching nearly 5 million visitors.
"The online coupon category was relatively underdeveloped in Latin America until recently when brands like Groupon and Groupalia have emerged," said Alejandro Fosk, comScore senior vice president of Latin America. "Coupon sites are not only connecting local merchants with online consumers but these sites are also helping fuel the development of e-commerce in the region."
Coupon sites see varying degrees of penetration across markets in Latin America
In Latin America, 11.6 million online users visited a Coupon site in April, representing 10% of the entire online population in the region. Brazil had the highest visitor reach for the Coupon category at 16.1%, representing a total audience of 6.8 million visitors. Argentina had the second largest audience with 1.8 million visitors to the Coupon category (13.9% reach), followed by Mexico with 1.3 million visitors (6.6% reach). Chile, which ranked fourth with 751 000 visitors, also had a relatively high reach at 10.2%.
| Unique Visitors to Coupon Category by Market April 2011 Total Audience Latin America Age 15+ - Home & Work Locations Source: comScore Media Metrix | ||
|---|---|---|
| Coupons | ||
| Total Unique Visitors (000) | % Reach | |
| Latin America | 11,596 | 9.9% |
| Brazil | 6,761 | 16.1% |
| Argentina | 1,812 | 13.9% |
| Mexico | 1,255 | 6.6% |
| Chile | 751 | 10.2% |
| Colombia | 467 | 3.6% |
| Peru | 217 | 5.4% |
| Venezuela | 24 | 0.8% |
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs
Groupon and Groupalia lead coupon market in Latin America
Groupon led as the most-visited coupon site in Latin America with 4.8 million visitors. Among individual markets, Groupon attracted the largest audience in Brazil (2.5 million visitors reaching 6% of online users) and the highest reach in Argentina (922 000 visitors reaching 7.1%) and Chile (481 000 visitors reaching 6.6%).
Groupalia was the second largest coupon site in Latin America reaching nearly 2.3 million visitors overall. Brazil, which has a more mature coupon market when compared to other countries in the region, saw local coupon sites secure top spots in the ranking with Peixeurbano.com.br, Clickon.com.br and Apontaofertas.com.br all seeing more than 1 million visitors in April. Clickonero.com.mx, which is the top coupon destination in Mexico, drew 605 000 unique visitors during the month.
| Top Sites in the Coupons Category by Unique Visitors April 2011 Total Audience Latin America Age 15+ - Home & Work Locations Source: comScore Media Metrix | |
|---|---|
| Total Unique Visitors (000) | |
| Total Internet : Total Audience | 116,592 |
| Coupons | 11,596 |
| Groupon | 4,764 |
| Groupalia | 2,268 |
| Peixeurbano.com.br | 2,145 |
| Clickon.com.br | 1,905 |
| Apontaofertas.com.br | 1,007 |
| Clickonero.com.mx | 605 |
| Agrupate.com | 578 |
| Guiadaspromocoes.com.br | 348 |
| Bananarama.com.br | 334 |
| Letsbonus.com | 306 |
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs
Fosk continued, "Although US-based Groupon is the clear leader in the region, we are seeing local brands enter the market, especially in Brazil and Mexico. As global, regional and local brands compete in this category it will be interesting to see who gains market share as this rapidly emerging market develops over the next year."
Source: comScore
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