Grupo Clarín is the largest media conglomerate in Argentina. According to March 2014 comScore Mobile Metrix data, the media group also boasted the largest mobile internet audience in the country, with 3.5 million mobile internet users visiting the media giant’s mobile websites via smartphone or tablet that month, ahead of Yahoo’s 2.8 million unique visitors.
comScore Mobile Metrix measures audiences ages 15 and older who access the internet over mobile browsers only, including iOS and Android operating systems and excluding properties that do not use comScore tags.
Among the media companies studied, more than eight out of 10 unique mobile website visitors accessed the sites via smartphone. Grupo La Nación was seventh in the category, with 1.1 million unique visitors from smartphones and tablets combined. Of that tally, 65.1% came from smartphones, making it the only company on the list where smartphones claimed less than 80% of traffic. Given the restrictive nature of policies toward advanced mobile devices in Argentina, which makes tablets particularly expensive due to import taxes and quotas, it would not be far-fetched to theorize that the larger tablet traffic captured by Grupo La Nación was indicative of a wealthier mobile audience than average in the country.
Breaking down unique visitors via smartphone by operating system (OS) among the top 10 mobile sites, an average 94.1% of smartphone users went online through Android devices. Android’s dominance of the smartphone market in Latin America, and in Argentina in particular, is well documented. But small as the overall iOS market share is, Apple’s OS hit its highest proportion of unique smartphone visitors among Grupo La Nación users, with 9.7%—or 68,000 of its 701,000 unique smartphone visitors. By comparison, Android’s share was higher than 94% of unique smartphone visitors at Grupo Clarín (2.9 million total unique visitors) and Yahoo sites (2.3 million unique visitors) and a whopping 99.3% of AccuWeather’s 902,000 unique visitors.
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