Comscore Announces Major Enhancements to MMX Multi-Platform and Mobile Metrix in Argentina with Introduction of Mobile Consumer Panel Data

Mobile App Users in Argentina Spent Four Times More Minutes in WhatsApp Messenger than in Facebook Messenger

BUENOS AIRES, ARGENTINA, June 15th, 2017– Comscore today announced major upgrades to MMX Multi-Platform and Mobile Metrix in Argentina with the introduction of data from its recently launched mobile consumer panel. The introduction of Android mobile panel data expands Comscore’s measurement of mobile audiences in Argentina to enable more robust reporting of visitation, engagement and demographics.

“The development of a local mobile panel in Argentina is a key milestone for digital measurement in the country, enabling all our clients to have more granular insights,” said Marcos Christensen, Senior Director for Latin America South Cone of Comscore. “We are commited to bringing world class solutions to Argentina and having the industry support for this was vital, and this is only the beginning of more developments to come. Now advertisers, agencies and publishers can better understand the multi-device landscape to help make strategic digital decisions.”

Key findings from April 2017 data include:

• Mobile devices in Argentina account for 70% of all digital minutes.
• 52% of consumers in Argentina are considered multi-platform, using one or more devices to access the internet in a month.
• 93% of online mobile minutes in Argentina are spent in Apps.
• All 5 of Argentina’s top apps are owned by Google or Facebook, but several Latin American companies feature in the top 10 digital properties.
• Categories vary significantly in mobile share of minutes, with particularly mobile-skewed categories including Social Media (87% mobile minutes), Games (82%) and Weather (81%).

* As these entities are not tagged, Mobile measurement includes Andoid phone only.

Mobile Apps Drive Engagement

Overall audience sizes are similar for Mobile Web and Mobile App, but time spent on top 10 mobile apps had thirteen times more minutes than top 10 mobile web properties, indicating that apps drive overall engagement with mobile properties. WhatsApp and Facebook rank #1 and #2 among the apps with the biggest audience in Argentina with 90.2% and 54.8% of reach respectively. Mobile app users in Argentina also spend four times more time in WhatsApp Messenger than in Facebook Messenger.

* Includes Android Phone based consumption.

To learn more about MMX Multi-Platform and Mobile Metrix, please contact us.

About Comscore

Comscore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, Comscore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and a global footprint in more than 75 countries, Comscore is delivering the future of measurement. Shares of Comscore stock are currently traded on the OTC Market (OTC:SCOR). For more information on Comscore, please visit comscore.com.

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Comscore
Rodrigo Ceron
Senior Director, Global Marketing
Comscore, Inc.
+52 (55) 6827-8330
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