Statistical Snapshots | MMA

Perspectivas del Escenario Digital Latinoamericano

A principios de 2020, nadie podía predecir el año que se avecinaba. Con la llegada de la pandemia del coronavirus las empresas se vieron afectadas por una oleada tras otra de cambios y modificaciones en el comportamiento de sus audiencias. A lo largo de todo ello, Comscore ha demostrado su compromiso de ayudar a la industria a adaptarse e innovar para prosperar en la nueva normalidad. Pero ¿cuáles fueron los principales hitos que marcaron el 2020 en la esfera digital?

Descargue la presentación de Comscore "Perspectivas del escenario digital latinoamericano ", en el que se analizó el ecosistema online para destacar las tendencias y oportunidades emergentes mundiales y características exclusivas de los mercados de América Latina.

Los temas clave analizados en el reporte incluyen:

  • Tendencias en el comportamiento de la audiencia digital global
  • Impacto del COVID-19 en la región latinoamericana
  • Categorías con mayor crecimiento digital y tendencias en el consumo móvil
  • Performance en las redes sociales durante el año

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Email in 2020 by ValueFirst

'Email in 2020' captures the detailed view about the global email marketing landscape to keep up with ever-changing best practices and highlighting the best techniques across industries.

Get data and insights into the most measurable marketing tactics on the planet.

To get in touch with ValueFirst, write to [email protected]

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The Ripple Effect Study- Indonesia Edition

By now, you’ve probably heard of Integral Ad Science (IAS) biometric study on the Halo Effect, which measured how ads are perceived when they are seen adjacent to high quality and low quality content environments. But how does this data compare to other factors, like relevance and brand loyalty?

[REFRESH: The Halo Effect Study]

To get a sense of what consumers are saying about content and environment quality, we conducted the Ripple Effect study in specific markets, Indonesia included. This follow-up study was designed to measure how consumer perception of a brand changes when it’s advertisements appear in different quality environments. Here’s what we learned:

Integral Ad Science (IAS)- Ripple Effect Study

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2018 Media Quality Report - Indonesia Edition, by Integral Ad Science (IAS)

Digital ad spending in Indonesia will reach US$639.9 million in 2019, making Indonesia the second largest digital advertising market in Southeast Asia^. However, 19.7% of Indonesia's Mobile web ad display content is prone to brand safety risk*, with an estimated US$120 million goes into wasted media ad spend annually, due to digital ad fraud^. What does this mean for your media investment?


In the latest Media Quality Report for Indonesia, Integral Ad Science (IAS) explores media quality benchmarks for display and video ad inventory on desktop, mobile web, and mobile in-app platforms. The goal is to help advertisers better influence consumers and use data to invest in digital with continued confidence. Discover key insights for the digital market and highlights for Indonesia based on hundreds of billions of impressions analyzed during H2 2018 globally.



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Understanding China’s Mobile and Multi-Platform Audiences

comScore and CTR Market Research earlier announced major upgrades to comScore MMX Multi-Platform and Mobile Metrix in China with the introduction of mobile consumer panel data powered by CTR. An analysis of the multi-platform and mobile data revealed some key findings: - The importance of understanding mobile platforms in China is highlighted by 20% of China Internet users accessing only via mobile devices in a month, double the United States figure of 10%. - The majority of all digital minutes in China are consumed via apps on mobile devices (62%), higher than in other large digital markets such as the United States and the United Kingdom. - Whilst mobile devices dominate overall time, it is important to understand that mobile audiences overlap with desktop ones to a varying degree across categories. For example, in the Banking category, the proportion of mobile audiences is double that of desktop audiences. Read the full article here:
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Leveraging Data-Driven Marketing in Insurance


While the world has seen a boom in the use of technology to harness data across sectors, the insurance sector has been slower to adopt and implement digital technologies, especially when compared to others in financial services. Leaders in the sector believe that a comprehensive data-driven strategy is the way forward, and have started investing in this direction.

The explosion of Machine Learning and Data Science in the last few years has proven without doubt that high-precision and actionable data gives businesses the capability to curate customers and build new targeted audience bases, and thus recognize new opportunities that might not have been identified before.

Near's ebook - "Leveraging Data-Driven Marketing in Insurance" highlights the current challenges faced by the insurance industry and how they can boost their business by taking the data-driven appraoch:

Malaysia’s Multi-Platform Consumer Behaviour

comScore recently announced major upgrades to MMX Multi-Platform and Mobile Metrix in Malaysia with the introduction mobile consumer panel data. An analysis of the multi-platform and mobile data revealed some key findings:

  • In Malaysia, multi-platform users form the largest segment, with just over half of the total digital population accessing the Internet via both desktop and mobile devices in a month.
  • 15–24 users are most ‘mobile only’ when accessing the Internet, while 25–34s are least reliant on desktop.
  • Almost three quarters of total online minutes in Malaysia are spent on smartphone or tablet devices.
  • Mobile time dominates overall digital minutes across all demographics, but it is younger users who spend the largest share of their time on mobile.

Read more here.


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India’s Travel Consumers Go Mobile

When it comes to travel, mobile plays an increasingly important role in how digital content is being consumed. In July 2017, 68% of travel category visitors in India accessed content via mobile devices only, and almost two thirds of total digital time in the category is spent on smartphones or tablets. Using insights from comScore MMX Multi-Platform, we take a closer look at some key findings from a recent category analysis:

  • Travel users in India are highly dependent on mobile devices, with 2 in 3 visitors accessing travel content via their smartphone or tablet devices only in a month.
  • Across 9 of the top 10 travel sites in India, mobile is the primary platform for users. Notably, cabs booking and ride-sourcing sites OLACABS.COM and Uber are almost exclusively consumed through mobile devices.
  • Millennials lead the way on mobile in term of time spent in the travel category, with over 70% of their digital time spent on mobile devices.

Read more here.

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The Global Mobile Report

In The Global Mobile Report, comScore uses mobile and multi-platform data from 14 markets (USA, Canada, UK, France, Germany, Italy, Spain, Argentina, Brazil, Mexico, China, India, Indonesia and Malaysia) to highlight demographics, content categories and brands that are shaping the mobile ecosystem as a whole.

Key topics covered in this report include:

  • Mobile devices and apps’ growing and dominant share of total digital time
  • How and where mobile only audiences are changing patterns of digital consumption
  • The implications of ‘mobile first’ behaviours and category leaders in Retail, Social Networking, News and other key categories
  • The concentration of global app markets, and user behaviour around their ‘most essential’ apps
  • App download habits and areas of growth within overall app consumption

Download the full report here.

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