Mexico. comScore in partnership with IMS Internet Media Services (IMS), published the results of the IMS Video in LATAM study. The study provides a detailed look at the region's digital video viewers and their activities.
The research conducted by comScore collected information from users in Brazil, Mexico, Argentina, Colombia, Chile and Peru who observed digital video content in the period from June to August 2015. The study looked at several aspects of digital video consumption, including viewer profile, device usage, time spent in media, type of content viewed, and attitude toward video advertising.
"85% of digital consumers in these markets watch digital video each month, which opens up a number of opportunities for content owners and brands to engage with this audience across a large number of devices," said Marcos Christensen, Director at comScore. "Following the successful publication of the IMS Mobile in LatAm study earlier this year, we have combined our efforts again now to analyze digital video audiences in our market. These insights are highly impactful and will help us better serve our customers and the industry."
"We are very proud to present this new study in conjunction with comScore," said Gastón Taratuta, CEO and Founder of IMS. "Understanding how consumers interact with different digital video platforms is critical information to help our customers make the most of the potential of digital video. We reached more than 70 million users in the region through the platforms marketed by IMS, which makes studies like this invaluable in helping our clients better understand and engage with their local customers."
Some of the main findings of the IMS Video in LatAm Study include:
36 percent of Latin Americans watch videos outside their homes and 14 percent watch videos as they are transported from one place to another.
Smartphones are the main devices used to watch digital video content.
Movies, TV series and music are the most frequently consumed and preferred content for Latin Americans.
Latin Americans spend a total of 13.2 hours a week watching digital videos.
