Author Archives: Tatiana Koike@US Media Consulting

About Tatiana Koike@US Media Consulting

A native of Brazil, Tatiana is the Ad Sales Director for Online Media for US Media Consulting.

The Hottest Products Among Christmas Shoppers in Latin America

While February may not seem like the right time to cover Christmas shopping, it’s clear that advertisers spend more during the holiday season and that CPMs and conversions also tend to rise.  As such, Q1 2015 can be a good time to fine-tune plans for Q4 2015 campaigns. To that end, we reviewed some data from eCMetrics and eCGlobal on Christmas Shoppers in Latin America. The firms surveyed more than 1,000 Latin Americans from Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela. The findings may help agencies and advertisers strengthen their holiday ad campaigns for 2015.

Target Last-Minute Shoppers in Latam
According to the study results, only 43% of Latin Americans had bought gifts by the 5th day before Christmas, i.e. December 20th. This means that advertisers have 5 days to reach the majority (57%) of Latin American Christmas shoppers and they may want to factor this into their media buys during this time.

Have a Strong Online Campaign in Place
More than 8 in 10 (82%) Latin American Christmas shoppers searched on the web before buying Christmas presents. The eCMetrics survey indicated that most shoppers searched for product price (74%), while a significant amount (49%) looked for product comments and smaller amounts looked for store ratings (27%) and store comments (26%).

Driving Store Traffic Still Very Important
Despite their strong penchant for researching products online, only 7% of Latin American Christmas shoppers shop exclusively online. More than half (51%) shop exclusively in brick-and-mortar stores while 42% shop in stores that offer online shopping. That said, 15% of Brazilian Christmas shoppers shop online, reflecting how Brazilians are becoming more and more comfortable with e-commerce.  Overall, however, this suggests brands need a strong online presence combined with special offers to drive consumers to the stores.

Top Hot Products for Latin American Christmas Shoppers
In descending order, here is a look at the products that Latam Xmas shoppers buy the most:

  • Fashion (clothes, shoes): 80%
  • Electronics (tablets, TV, laptops): 50%
  • Entertainment (video games and consoles): 30%
  • Mobile phones: 30%
  • Books:             30%
  • Home appliances: 30%
  • Travel products: 18%
  • DVD/Blue Rays: 9%

Setting Budgets—and Going Over Them
The study also found that 6 out of 10 Latin Americans set a budget for their Christmas shopping and the largest percentage of those who set budgets are Mexican (69%). In addition, nearly 8 out of 10 (78%) Brazilians report going over budget with their Christmas shopping.

Black Friday Big in Brazil
The study also showed that Black Friday has gained lots of ground in Brazil: 54% of Brazilians report buying items during Black Friday events. Nine of 10 Brazilian Black Friday shoppers bought their products online and nearly all searched online before buying. The majority (79%) did price searches but  a smaller amount (30%) also searched for product opinions. With good discounts available, the products that Black Friday buyers in Brazil were most interested in were electronics (57%), clothing (36%) and computer products (36%).

To find out more about what customers know before they enter a store, contact Ivan Casas of eCMetrics.

Contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans—whether it’s during Christmas or any other time of the year—with any time of media, including programmatic.


7 Top Trends among Colombian Internet Users

A quick review of some key studies reveal key shifts among Internet users in Colombia:

#1 Smartphone Use Spikes
Colombia has surpassed Argentina to become one of the top 3 smartphone markets in Latin America. In 2014 there were 14.4 million smartphone users in Colombia and in 2015 there will be more than 16 million Colombian smartphone users. In comparison, in 2015 there will be 12.6 million smartphone users in Argentina.
The top smartphone markets remain Brazil (nearly 49 million smartphone users in 2015) and Mexico (34 million). Overall, 45% of consumers with a mobile phone in Colombia own a smartphone.
Source: eMarketer

#2 More Time Online
Colombian Internet users average 1,404 minutes a month online, higher than the average for Latin America (1,298 per month) and not far below the monthly Internet usage of Europeans (1,659). Per visit, Colombians consume 37 pages of Internet content, #2 in Latin America after Brazil, with 40 pages per visit.
Source: comScore, 2014 Futuro Digital Colombia

#3 Mobile Internet Use Surges
Nearly 24 million Colombians are now using the mobile Internet. This represents a 58% increase compared to 2013.
Source: Asómovil (an association of top mobile providers in Colombia that includes Claro, Movistar and Tigo-UNE)

#4 E-Commerce Grows
In 2013 e-commerce transactions in Colombia totaled more than US$2.5 billion and it’s projected that in 2014 e-commerce growth in Colombia will be 25% to 30%. In 2014 52% of Colombian Internet users made an online purchase of a good or service.
Source: Cámara Colombiana de Informática y Telecomunicaciones

#5 Social Remains Strong
Colombians spend at least 13 minutes a day on Facebook and total up more than 54 million likes a day on this social network. Colombian Internet users spend 6 minutes a day on YouTube and 68% use Twitter at least every couple of days. More than 93% of the total time that Colombians spend on social media is spent on Facebook.
Sources: Ericcson Consumer Lab, Ipsos Tech Tracker, comScore

#6 Enthusiastic about Entertainment
Per online visit, Colombian Internet users consumer more than 10 pages of entertainment content, more than any other country in Latin America. YouTube is the leader in the entertainment category in Colombia in terms of unique users. The reach of online video is highest in Colombia: 88% of Internet users watch online video, slightly ahead of Brazil (with 87.8%) and ahead of Argentina (85.5%), Chile (84%) and Mexico (81%). Each month, there are 24.6  million unique viewers of online videos in Colombia who spend 216 million hours watching a total of more than 3.1 billion videos. This means that each Colombian Internet user watches 126 online videos per month, on average. Although YouTube is the #1 video site in Colombia and draws more than 21 million unique viewers a month, Facebook is closing the distance and draws more than 16 million unique viewers a month, followed by VEVO with 15.6 million.
Source: comScore, 2014 Futuro Digital Colombia

#7 Top CTR for Banners in Latam
With an average CTR of .12% for banner ads, Colombia is tied with Brazil and is ahead of other countries in Latin America.
Source: comScore, 2014 Futuro Digital Colombia

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.


Growth Arrow on Laptop Computer

The Latest on the Emerging Internet Markets in Latin America

While data is abundant for some of the larger online markets in Latin America, for certain smaller markets it’s difficult to find data to drive decisions. Fortunately, comScore and other organizations have conducted some recent studies that will be helpful in understanding Internet users in Latam’s emerging online markets. As such, below we detail key findings for each market.

Central America

  • 62% of Central American internet users say the Internet advertising offers the most information and 51% say it’s more creative and innovative than advertising on other media
  • 74% of Central American Internet users research products online before making a purchase offline
  • 68% are motivated by online advertising to visit the advertised store and 67% say that online advertising motivates them to visit a brand’s website
  • 87% of Central American Internet users go on social media sites
  • 87% of Central American Internet users view online videos
  • 57% accept seeing a preroll advertisement as “payment” for viewing content and 54% have no problem
  • 95% of Central American Internet users go on Facebook, compared to 60% who visit Twitter and much lower percentages that visit other sites, such as LinkedIn (29%), Sonico (20%), Instagram 19%), Pinterest (7%), FourSquare (4%) and Tumblr (3%)
  • 98% of Central American Internet users go online with PCs or laptops, but 62% use smartphones and 58% use feature phones, with only 29% using tablets
  • Among Central American mobile phone users, Android has 43% share, followed by Blackberry with 37% and the iPhone with 25%
  • 2 out of 3 Central American mobile users visit social media sites with their phones
  • 7 of 10 smartphone users in Central America use their phones frequently while watching TV

Source: comScore


  • 26% of Chilean online consumers are “extreme users,” meaning that they have an intensive use of technology in their purchase process; Chile is tied with the United States for second place in this area, surpassed only by China*
  • 41% of Chileans use 3 screens in their daily lives, suggesting strong potential for Social TV solutions**
  • The average amount of Facebook fans on the top pages in Chile went up by 126% between 2013 and 2014***
  • Actions on social media in Chile went up by 100% between Q2 2013 and Q2 2014, with 96% of social media actions taking place on Facebook***
  • Instagram actions went up by 677% in Chile between 2013 and 2014 but only account for 1.9% of the total amount of social media actions taken in Chile in this period***
  • As with other markets, photos make up the majority (71%) of social media posts in Chile and they account for nearly 80% of the engagement***
  • News sites have a reach of nearly 85% in Chile, higher than any other Latam country***
  • Nearly 19% of the web pages viewed in Chile are seen on a mobile phone or tablet and in this regard Chile is only surpassed by Mexico***
  • Android devices account for 80% of the mobile traffic in Chile***

Sources: *GfK, **Movistar, ***comScore

Peru Flag

  • There are more than 11 million Internet users in Peru*
  • Peruvians from socioeconomic classes AB are the heaviest users and tend to go online with mobile devices, while those from class C use a PC or laptop and usually connect from home*
  • Like other Latin American internautas, Peruvians spend lots of time on social media sites: nearly 7 hours per month per user**
  • Search, services, social media, portals and entertainment are the top site categories in Peru in terms of visits**
  • Repeating a common pattern worldwide, Facebook is the #1 social media site in Peru, with nearly double the amount of uniques as LinkedIn, the #2 social site in the country**
  • The travel category has a deeper reach in Peru (25%) than in all of Latin America (22.8%)**
  • Page views from mobile devices now make up more than 12% of total page views in Peru, up 11% compared to 2013**

Sources: *Ipsos Peru, **comScore


  • Internet penetration in Puerto Rico is at 58%
  • There are more than 1.8 million Internet users in Puerto Rico aged 12 or older, with 60% penetration proyected for 2015
  • The majority (nearly 77%) of Puerto Rican Internet users go online with a cell phone, nearly 54% use a PC and nearly 15% use a tablet
  • Overall, nearly 87% of Puerto Rican Internet users have a profile on social media
  • Nearly 80% of Puerto Ricans on social media have a Facebook profile, while 41% are on YouTube and 34% are on Instagram

Source: SME, Asociación de Ejecutivos de Ventas y Mercadeo de Puerto Rico

  • 41% of Venezuelans have access to the Internet and 90% of Venezuelan Internet users go online every day*
  • 61% of Venezuelan Internet users access the Internet via a mobile device*
  • 91% of Venezuelan Internet users are on Facebook*
  • Venezuelan Internet users spend an average of 16 hours a week online*
  • The top daily online activities for Venezuelans include social networking (73%), email (82%), getting info on news, sports and weather (59%), going to education sites (48%) and listening to music (44%)*
  • 90% of Venezuelan Internet users are on social media, a higher percentage than American Internet users (83%) or the global percentage (80.9%)**
  • 46.5% of Facebook users in Venezuela are ages 13 to 24, while nearly 34% are ages 18 to 24 and nearly 27% are ages 25 to 34, with people 35 to 44 accounting for 14.6% and those 55 and over accounting for 4.7%***
  • Only 14% of Venezuelan Internet users are active on Twitter****

Sources: *JWT, Digilats study 2014, **comScore, April 2014, ***Socialbakers, ****PeerReach

Contact us to find out more how we can help your agency increase its efficiencies via online ad campaigns or new ad technology developed for the Latin American market.

The Latest on Media Consumption in Colombia

Recently synthesized data from a range of sources to offer a relevant portrait of media consumption in Colombia. Here are some key highlights that may be useful to agencies and advertisers.


  • TV has 95% penetration in Colombia and is the #1 medium in this regard
  • Radio has 71% penetration in Colombia
  • Internet is the #3 medium in Colombia, with 53% penetration
  • Independent magazines have 48% penetration in Colombia while newspapers are at 34%

Here are some of the most popular outlets in Colombia in terms of each form of media:

  • TV: RCN (12.2 million viewers) and Caracol (12 million viewers)
  • Radio: Caracol (9.5 million listeners) and RCN Radio (5.8 million listeners)
  • Newspapers: Q’Hubo (2.4 million readers) and ADN (1.2 million readers)
  • Magazines: TVyNovelas (1.3 million readers) and 15 minutos (1.1 million readers)
  • Websites: Google (7.4 million daily visitors) and Facebook (6.8 million daily visitors)

Sources: Estudio General de Medios 2012, 2013

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for Colombia and other Latam markets, please contact us.

3 Reasons Why Online Advertising Is the Best Way to Reach Brazilian Moms

Advertisers are always interested in reaching female consumers, and mothers can be a particularly attractive subsegment due to their purchasing power and role as the shopping decision maker for families. This especially true in Brazil, where recent research from Data Popular shows that Brazilian women make most of the purchase decisions in key areas. Who was the source for this data? Brazilian men.

According to the men surveyed, Brazilian women make 86% of the purchase decisions regarding supermarket items, 79% of the purchase decisions regarding family trips, 71% of the purchase decisions regarding their husband’s clothing, 58% of the purchase decisions regarding the family car and even 53% of the purchase decisions regarding computers.

So how can advertisers reach these decision makers? Internet advertising seems to offer some compelling possibilities. Here’s why.

#1 Nearly Half of Brazilian Mothers Are Online
A recent survey from IBOPE shows that 48% of Brazilian mothers said they had accessed the Internet in the past 7 days. In fact, Internet is more popular among Brazilian moms than newspapers or magazines. When IBOPE asked them about their media use, 97% of Brazilian moms said that they watched TV, 71% listened to the radio, 40% read the newspaper, 35% watched pay TV and 33%  read magazines.

#2 They’re Shopping Online Much More than Before
According to E-bit, between April 26 and May 11—right before Mother’s Day in Brazil—e-commerce sales reached US$513 million, which is 15% more than in the same period in 2012. The three products most purchased online by Brazilians in this period were fashion/accessories, beauty/personal care products and mobile phones.

#3 Brazilian Moms Embrace Technology
When surveyed about the gifts they would most like this year for Mother’s Day, the #1 preferred gift among Brazilian moms was a tablet computer: 40% said they wanted one. A mobile phone was the #2 preferred gift (30%) and a notebook computer was the #3 preferred gift (29.8%).
Contact us so we can create a customized media plan to help you reach this key segment.



Making money with your computer

Online Ad Spend Grows Strongly in Latam

Despite the strength of traditional media in Latin America, Internet advertising’s share of ad spend continues to grow impressively in the region. While we are still waiting for final 2012 figures to be released for markets like Chile and Mexico, we were able to obtain totals for other key markets in Latin America.

According to the Camara Argentina de Agencias de Medios (Argentina Chamber of Media Agencies or CAAM), online ad spend in Argentina grew by 28% in 2012 to reach 1.4 billion pesos (US$271 million). That said, it’s important to note that the physical volume of the Argentine ad market went down by 4.6% in 2012, so inflation could be responsible for at least some of this growth.

According to IAB Brasil, online ad spend in Brazil grew by 32% in 2012 to reach R$  4.5 billion (US$2.25 billion). This figure brings together search, social media, display and classifieds. IAB Brasil projects that online ad spend in Brazil will grow by another 31.8% in 2013 to reach more than R$ 6 billion (US$3 billion).

IAB Colombia recently reported that online ad spend in Colombia grew by 15% in 2012 to reach 145 billion pesos (US$78.5 million). When revenues from classified ads and directories are included, the total reach 162 billion pesos. IAB Colombia also indicates that online now takes up 7% of overall ad spend in Colombia, up from 5.6% in 2011.

Online ad spend in Peru in 2012 grew by 50% to reach 101 million nuevos soles (US$36 million), up from US$24 million in 2011. While display is quite dominant in other Latam markets, taking up 60% or more of Internet ad spend, in Peru display accounted for only 45% of the online ad spend, with classified/directories taking up 32% and search was responsible for 6%.

Overall, in 2013 Latin America should experience 10% growth in ad spend across all media to reach a total of US$38 billion, according to projections from eMarketer. In addition, eMarketer forecasts that ad spend in Latin America should reach US$51 billion by 2016, with mobile advertising growing by 87% between now and then.

To find out how we can help you reach Latin American consumers via online or any other type of media, please contact us.

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Woman working from home

How Latin American Women Use the Internet

We already know from earlier studies done by Deloitte and TGI Latina that women play major role in purchase decisions.  We also know that women make up around 50% of the Internet users in Latin America—as well as 50% of the e-commerce buyers. And both general Latam studies and studies of specific markets show that categories like fashion and beauty are among the top categories of products that Latin Americans buy online.

Given these circumstances, a new study of nearly 3,000 Latin American women by Oh! Panel offers significant data that may help marketers, advertisers and media firms refine and optimize their digital ad campaigns that target this audience. The Oh! Panel study was done in partnership with Mercado Libre and includes responses from female Internet users in Argentina, Brazil, Colombia, Ecuador, Mexico, Peru, Uruguay and Venezuela. Here’s a look at some of the key findings.

Top Online Activities: Email, Searching for Info and Social Media
According to the study results, 92% of Latin American women use the Internet for email, 85% use it to search for information and 73% use it for social media. Getting news (66%), buying products (64%) and using instant messaging to communicate with family and friends (58.5%) are among the other popular activities.

37% of Latin American Women Listen to Music Online
Ensuring that popular music sites like Grooveshark and are part of an online ad campaign makes sense, given that a significant percentage of Latin American women use the Internet to listen to music.
Mexican women listen to music online more than women from any other country surveyed (42%), but the activity is also popular among Brazilian women (38%), Argentine women (37%), Peruvian women (40%) and more.

Top Social Sites Among Latin American Women
According to the survey, 98.8% of Latin American women surveyed are on Facebook, while 50.9% use Google+, 33% use Twitter, 15% use LinkedIn and 14.7% use Orkut. The rest of the social media sites in the survey—Sonico, Instagram, Myspace—produced single-digit percentages  of use.
In looking at the popular social sites by country, Facebook was generally huge popular in all countries studied, while Google Plus and Twitter were both most popular among Venezuelan and Colombian women. LinkedIn was most popular among Brazilian women and Venezuelan women, while Orkut was most popular among Brazilian women.
While we have seen strong growth for Pinterest in Latin America in comScore’s recent research, in this survey only 2.7% of the respondents said they go on the site.

Most Latin American Women Think Online Ads Are Helpful
The large majority (73%) of respondents agreed with the statement “Online ads don’t bother me and help me stay current with the new products and launches.” In addition, 76.2% of Latin American Internet users say they are interested in online promotions because they can buy what they want more cheaply and faster.

Online Ads Significantly Influence Purchase Decisions of Latam Women Online
More than half (52.8%) say that online ads influence their purchase decisions, while 23% were neutral and 24% indicated that they did not.

Online Comments About Products Are Important
More than 3 out of 4 Latin American female Internet users (75.9%) say that they pay attention to online comments about products and services because they are an excellent way to find out if a product or service is good or bad.

8 out of 10 Latin American Women Say They Shop Online
Overall, 82% of the respondents say they have purchased or sold a product online in the past year. Brazilian women seem to be the most avid online shoppers, with 89% reporting buying or selling a product via Internet in the past year. The large majority of Uruguayan (85.5%), Venezuelan (79.3%), Mexican (79%), Colombian (73%), Peruvian (72%) and Argentine (69%) women also report buying/selling products online in the past year.

Top Products Latin American Women Buy Online
More than 73% of Latin American women report buying technology products (digital camera, tablets, GPS, notebook computers) online. Other popular e-commerce products among Latin American women include clothes/shoes (44%), decorative items (32%), books (26.7%), trips (26.4%), products for children (25%) and music (19%).

Most Latin American Women Think Online Shopping is Safe
In the past, surveys identified security as a barrier to the development of e-commerce in Latin America. However, this survey suggests this may be changing. When the women in this Oh! Panel survey were asked what two words most come to mind when they have to make an online purchase, 59.2% selected “fast” and 59% selected “safe.” Only 21.5% selected “unsafe.” In addition, the majority (53.9%) feel that it will become safer and safer to buy high-value products online while 18% disagree with this statement and 27.7% are neutral.

Most Latin Women Plan on Buying Products for the Home via Internet
Overall, 62.6% agreed with this statement, while just 23.5% were neutral and 14% disagreed.

E-Banking, E-Learning and Other Activities Are About to Take Off in Latam
When asked which online activities they thought would grow the most in popularity, the majority of the respondents (57.8%) said buying electronic products online. Other online activities Latam female Internet users say will grow in popularity are e-banking (55%), e-learning (39%), shopping with cell phones (26%) and buying plane tickets online (23%).

To find out how we can help you reach women or any other type of market segment in Latin America via any type of media, please contact us.

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latam online ad spend

In 2013, Latin America Will Be #2 in the World in Digital Ad Spend

According to new projections from eMarketer, in 2013 online ad spend in Latin America will grow by 23%, more than any other region in the world except for the Middle East. And although Brazil remains the region’s largest online market, Mexico will lead Latin America in online ad spend growth in 2013: the country will post an increase of 32.1% in digital ad spend. Argentina will be in second place in 2013, growing by 30% in online ad spend, while Brazil will grow by 20%.

Emarketer also notes that in 2012, these three markets grew robustly in their online ad spend: Mexico’s 2012 online ad spend grew by 34%, while the online ad spend of Brazil and Argentina in 2012 grew by 40% in each country.

That said, online’s share of overall ad spend in Latin America will not grow as robustly. In 2012, online’s share of ad spend was 9.7% in Latin America and eMarketer projects online’s share of overall ad spend will reach 14% in Latin America by 2016. In contrast, online’s share of ad spend in North America will go from 22% in 2012 to 29% in 2016. Of course, the obvious reason for this is the stark difference in Internet penetration between the two regions: 40% for Latin America and 78% for North America.

Despite this, several factors could cause online’s ad spend share in Latin America to grow faster than projected. First, it’s projected that Internet penetration in the region will reach 60% by 2015, resulting in 359 million Internet users in Latin America, a gain of 127 million compared to the amount in 2012. In addition, e-commerce continues to grow spectacularly in Latin America: it grew by 44% in Argentina in 2012, by 40% in Mexico in 2012 and is projected to grow by 28% in Brazil during 2013. And 2012 statistics from e-bit indicated that 65% of Chilean Internet users shop online.  This affects online advertising because both search and banner advertising influence the purchases of Latin American online shoppers. Finally, as both mobile and social media increase their reach in Latin America, advertisers will need to increase their spend in these areas to continue to reach their customers.

To find out how we can help you reach Latin America via Internet advertising or any other type of media, please contact us.

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