90 percent of millennials in Mexico, Colombia and Argentina access Facebook daily, compared with 87 percent for online searches and 72 percent for watching television, according to a new study by global media analytics expert comScore, commissioned by Facebook.

Other findings in the study, as reported in a Facebook IQ post, included:

  • 86 percent of respondents access Facebook via mobile devices, compared with 69 percent for computers.
  • 59 percent use Facebook while watching TV.
  • 42 percent log into Facebook first thing in the morning, while 54 percent do so just before going to sleep.
  • 89 percent access Facebook at home, and 23 percent do so while commuting.
  • Android accounts for 74 percent of devices used to connect to Facebook in those countries, versus just 8 percent for iOS.
  • 19 percent of millennials in Argentina use feature phones to access the social network.
  • In Mexico, the number of millennial respondents who watch online videos daily was roughly equal to those who watch TV every day, at 61 percent, compared with 62 percent.

Facebook audience researcher for Latin America Gabriel Gontijo (pictured) led the study, and he said in an interview with Facebook IQ:

We’re looking at a multiscreen landscape—which actually gives brands an amazing opportunity to engage millennials across multiple touch points and deliver a more immersive and relevant experience than ever.

The finding that home is the most common point of access is interesting because it speaks to the connectivity challenges that millennials across Latin America often face—from prohibitively high data costs to spotty service. When you consider that millennials, when out and about, are constantly searching for WiFi, it makes sense that home is such an attractive place to connect to Facebook.

Brands seeking to connect with millennials in Mexico, Colombia and Argentina should be as \”mobile-first\” as the millennials they are trying to reach. Brands need to put mobile at the center of their business strategy. And in doing so, it’s important to recognize where each country is in its mobile evolution. For example, marketing to millennials in Argentina may mean finding a strategic role for feature phones in your campaign. In Colombia, it’ll be about embracing both old and new screens to deliver multiscreen magic across TV and mobile (and sometimes desktop). And lastly, brands that want to connect with millennials in Mexico will want to take full advantage of the expanding opportunity around online video.

Readers: What did you think of comScore’s findings?

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