on JULY 7, 2014 in ARGENTINA, MEDIA, MEDIA BUYING, MEDIA CONSUMPTION This post is also available in: Spanish A massive 2013 study of more than 30,000 Argentines reveals their media consumption habits. Agencies and advertisers should find this data useful in planning media campaigns in Argentina. As such, below we break down some of the study’s key findings. TV 98% of Argentines watched TV in the past year 83% of Argentines watch TV nearly every day while 13% watch TV a few days a week 68% of Argentines say their TV signal is from cable while 15% say they watch free TV, suggesting heavy cable TV penetration in Argentina Argentines watch an average of 2 hours and 51 minutes of television a day 65% of Argentines watch between 2 and 4 hours a day 73% of Argentines watch the news on TV, 50% watch movies,
43% watch series and 34% watch sports 95% of Argentines watch TV with a TV set, while 6% use a PC and 2% use a mobile phone RADIO 86% of Argentines listen to the radio 54% of Argentines listen to the radio every day and 26% listen to it several days a week Argentine radio listeners spend an average of 3 hours and 28 minutes a day listening to the radio 78% of Argentines listen to the radio with a home device 35% of Argentines listen to the radio using a mobile phone or MP3 player 22% of Argentines listen to the radio with a PC or tablet 75% of Argentines listen to music on the radio and nearly 60% of Argentines listen to the news on the radio 55% of Argentines listen to FM radio, 11% listen to AM radio and 17% listen to both frequencies
PRINT MEDIA (newspaper, magazines, books) Overall, 70% of Argentines read newspapers 23% of Argentines read newspapers nearly every day while 36% of Argentines read newspapers several days a week 56% of Argentines read books, the highest readership level for books in Latin America Overall, 47% of Argentines read magazines 22% of Argentines read magazines several days a week
COMPUTERS AND INTERNET 71% of Argentines own a PC and 68% are PC users 65% of Argentines connect to the Internet and 60% of Argentines have Internet connections in their homes Argentines use PCs an average of 2 hours and 34 minutes a day 62% of Argentines connect to the Internet with a computer while 24% of Argentines connect to the Internet with a mobile phone 2% of Argentines connect to the Internet using a tablet The main reasons that Argentine Internet users go online is to go on social media (57%), check email (54%), listen to/download music (49%), chat (46%), read newspapers (37%) consume other types of media (36%), homework (34%) and watch movies (32%) Facebook is the page that Argentines say they visit the most (24%) while YouTube is the second most popular page (22%); other sites like Hotmail (3%) have much lower reported visit rates 55% of Argentines have Facebook pages while only 13% have Twitter accounts 
DEVICE & MEDIA PENETRATION 99% OF Argentines own TVs 95% of Argentines own radios 85% of Argentines own CD players 85% of Argentines own mobile phones and 39% can connect to the Internet with their phones 81% of Argentines have pay TV 71% of Argentines have laptops or PCs To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us. 
Thanks for reproducing our story. Please remember to credit our website: http://latinlink.usmediaconsulting.com/2014/07/the-latest-on-media-consumption-in-argentina/
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