The Latin American Digital Consumer: Nuances and Opportunities for Brands

THE LATIN AMERICAN DIGITAL CONSUMER: NUANCES AND OPPORTUNITIES FOR BRANDS US DIGITAL CONSUMER VS LATAM DIGITAL CONSUMER THE LATAM DIGITAL LANDSCAPE IS RAPIDLY MATURING AND U.S. BRANDS ARE TAKING NOTICE AS THEY PLAN THEIR GLOBAL EXPANSION LATIN AMERICA'S INTERNET POPULATION IS THE FASTEST GROWING IN THE WORLD and they're highly engaged BREAKDOWN OF TOTAL How are they growing? How are they growing? LATAM INTERNET USERS BY COUNTRY A1% *% Annual Growth of Consumers Online A12% *% Annual Growth of Consumers Online 42% 21,5% 216 MILLON 150 MILLON OTHERS BRASIL Overall # of Consumers Online Overall # of Consumers Online 16% 3,9% MEXICO Average # of hours spent online Average # of hours spent online 26.1 / MONTH CHILE 37.2 / MONTH 9,6% PER PERSON PER PERSON 7% ARGENTINA COLOMBIA THE NEXT GENERATION OF LATIN AMERICAN DIGITAL CONSUMERS PRESENTS A HUGE OPPORTUNITY FOR BRANDS a very young audience WHO USES THE INTERNET? DISTRIBUTION OF INTERNET USAGE BY AGE 18-29 YEARS OLD 30-49 YEARS OLD 26% 38% 15-24 25-34 35-44 45-54 +55 50-64 YEARS OLD +65 YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD 25% 11% 35.5% 28.2% 19.5% 12.2% 7.6% WHAT ARE THEY DOING? SERVICES SOCIAL MEDIA SERVICES SOCIAL MEDIA 6.2 5.5 4.2 10.5 HOURS/ MONTH HOURS/ MONTH HOURS/ MONTH HOURS/ MONTH CONSUMERS UNDER THE AGE OF 34 MAKE UP NEARLY 60% OF VIDEO CONSUMPTION IN LATIN AMERICA ENTERTAINMENT PORTALS ENTERTAINMENT PORTALS 4.2 5.7 4.1 4.5 HOURS/ MONTH HOURS/ MONTH HOURS/ MONTH HOURS/ MONTH THE LATIN AMERICAN DIGITAL CONSUMER LOVES TO COMMUNICATE VIA SOCIAL MEDIA 5 OF THE 10 67% SOCIAL NETWORK ENGAGEMENT 97.5% COUNTRIES WITH MOST HOURS SPENT ON of US Internet users use a of LatAm Internet SOCIAL NETWORKS PER social networking site like users use a social MONTH ARE LATIN AMERICAN. networking site like in 8+ HOURS/MONTH in 8+ BRASIL ARGENTINA 13.8 10.2 PERU 8.3 MEXICO 7.3 CHILE 7.2 PREFERRED SOCIAL NETWORK 158 MILLON FB USERS f 179 MILLON FB USERS E-COMMERCE IN LATAM IS ON THE RISE WHAT ABOUT E-COMMERCE? E-COMMERCE GENERATED E-COMMERCE WILL GENERATE 231 BILLON in sales in 2012 69 BILLON in sales estimated for 2013 WILL INCREASE A13% 262 BILLON A 60.5% IN 2013 2011-2013 LATAM SOCIAL CONSUMERS ARE INCREASINGLY FLOCKING TO MOBILE TO GET ONLINE HOW ARE THEY GETTING ONLINE? (DEVICES) TABLETS 2.2% CELL PHONES TABLETS 5.3% 5.6% A275% A330% CELL PHONES 11.6% OTHER 0.3% OTHER PCS PCS 0.5% 82.6% 91.9% A200% v5.5% A 2012-2013 CONCLUSION Latin America is a region full of opportunity, and understanding the characteristics of the LatAm digital consumer is important for any brand looking to expand in or to the region. IMS, Latin America's leading media and marketing company, partners with brands such as Twitter, Netflix and Waze as their on-the-ground expert charged with helping them navigate this culturally diverse region to scale and monetize their businesses. ims BROUGHT TO YOU BY LatAm for Fast-moving Companies www.imscorporate.com SOURCES: ComScore (El Futuro Digital de Latinoamérica) May 2013 IAB Argentina, IAB México, IAB Chile, IAB Colombia http://www.pewinternet.org/Trend-Data-(Adults)/Whos-Online.aspx https://www.cia.gov/library/publications/the-world-factbook/rankorder/2153rank.html http://www.internetworldstats.com/ http://www.pewinternet.org/Trend-Data-(Adults)/Home-Broadband-Adoption.aspx http://www.pewinternet.org/Trend-Data-(Adults)/Device-Ownership.aspx http://www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841 http://www.pewinternet.org/Trend-Data-(Adults)/Online-Activities-Daily.aspx http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666 http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/ SocialBakers http://www.biakelsey.com/Company/Press-Releases/121126-U.S.-Social-Media-Ad-Revenues-to-Grow-from-$4.6B-in-2012-to-$9.2B-in-2016.asp Revista América Economía. 2012 Pew Internet & American Life Project. 2012 United States Census Bureau. July 1, 2012 %24 %24