Category Archives: E-commerce

01 e-commerce

The Hottest E-Commerce Products in Latin America

Ok, so we know that digital ad spend is set to grow by 114% in Argentina between 2015 and 2018. Digital ad spend will spike by 73% in Mexico between now and 2018 and go up by 49% in Brazil by 2018.

In fact, 75% of the ad spend growth in Latin America between 2015 and 2017 will come from digital advertising on desktop and mobile.

We also know that B2C e-commerce sales in Latin America went up by 22% in 2014 and will grow by nearly 14% in 2015.

So digital marketers and agencies should be well attuned to what Latin Americans are buying online. Of course, data that covers the whole region is tricky to compile since e-commerce development varies greatly from country to country in Latam. But we were able to discover which products are flying off e-commerce shelves in most of the larger Latin American markets.

Argentina flag

The Cámara Argentina de Comercio Electrónico (Argentine Chamber of E-Commerce) indicates that e-commerce sales in Argentina reached a total of 40.1 billion Argentine pesos (US$4.5 billion) in 2014.

What Argentines bought the most online in 2014 were travel products like tickets and hotel reservations: they spent more than US$1 billion on these and travel products made up more than 27% of total e-commerce sales.

Other top e-commerce products purchased in Argentina in 2014 include:

  • Electronic equipment and accessories (12.5% of total sales)
  • Food, drink and cleaning supplies (6.9%)
  • Appliances (5.3%)
  • Clothes (4.2%)
  • Tickets to shows and events (3.7%)
  • Home furnishings (3%)
  • Office supplies (2.3%)
  • Sporting goods (2.2%)
  • Auto and motorcycle accessories (2.1%)
  • Toys and games (1.6%)
  • Clothes and accessories for babies (1.5%)
  • Other (includes properties and vehicles) 27%


The 2015 Webshoppers report from ebit indicates that Brazil posted R$35.8 billion (US$11.4 billion) in e-commerce sales in 2014. As such, e-commerce sales in Brazil went up 24% in 2014. More than 51 Brazilians made an online purchase in 2014 and generated a total of more than 103 million orders. Nearly 10% of e-commerce sales in 2014 in Brazil were made with mobile devices, mostly through smartphones. In 2014 6 of every 10 m-commerce shoppers in Brazil were classes A or B.

Top products sold via e-commerce in Brazil in 2014 include:

  1. Fashion and accessories (17% of total sales)
  2. Cosmetics, perfume and personal care (15%)
  3. Appliances (12%)
  4. Mobile phones and phone products (8%)
  5. Books and magazine subscriptions (8%)
  6. Computer products (7%)
  7. Home furnishings (7%)
  8. Electronics (6%)
  9. Sporting goods (4%)
  10. Toys and Games (3%)

chile 3

The Cámara de Comercio de Santiago (Santiago Chamber of Commerce) estimates that e-commerce sales in Chile would exceed US$2 billion in 2014, an increase of around 20% compared to 2013, in which total e-commerce sales in Chile were nearly US$1.6 billion. The most recent data we could find about the products that Chileans buy most online comes from a GfK study that covered e-commerce purchases in Chile during the first half of 2014. According to GfK’s results, the top products purchased by Chileans via e-commerce were:

  1. Cell phones
  2. Television sets
  3. Tablets
  4. Washing machines
  5. Notebooks
  6. Refrigerators
  7. Stoves
  8. Netbooks


Colombia flag

A report from the firm PayU indicates that e-commerce grew by more than 41% in Colombia in 2014 to reach total sales of more than US$3.5 billion. It’s important to note that these are estimates from a private firm that reportedly reaches more than 80% of the market, as opposed to an independent study such as the one by e-bit or the CACE in Argentina. That said, PayU’s results are in line with projections from the Cámara Colombiana de Comercio Electrónico (Colombian Chamber of E-Commerce), which has yet to issue a report for 2014 e-commerce activity for the country. According to PayU’s results, the products that Colombians bought the most via e-commerce in 2014 were:

  1. Airline tickets and hotel reservations
  2. Coupons
  3. Electronic products
  4. Clothes and shoes

A 2013 study from The Cocktail Analysis identified differences in products between 3 groups they designated: sophisticated shoppers, advanced shoppers and entry point shoppers. However, when The Cocktail Analysis aggregated the results to show which products registered the most purchases relative to the total of all online shoppers in Colombia, the following products stood out:

  1. Electronics and computer products
  2. Travel products
  3. Clothes
  4. Telecommunications
  5. Leisure

As can be observed, these are similar results to those from PayU.


mexico flag

According to the Asociación Mexicana de Internet (The Mexican Internet Association or AMIPCI) e-commerce sales in Mexico totaled more than 150 billion pesos ($US9.6 billion) and increased by 24% compared to 2013. AMIPCI has not yet released its 2014 Mexico e-commerce report, so the list of hot e-commerce products for Mexico comes from the 2013 report:

  1. Plane or bus tickets
  2. Music and movies
  3. Computers
  4. Clothes
  5. Tickets to shows
  6. Hotel reservations
  7. Software

These results are fairly consistent with previous AMIPCI results on e-commerce in Mexico, suggesting that the hot e-commerce products in 2014 should not be that different.


While data for e-commerce sales in Uruguay doesn’t seem to be readily available, a small 2014 study by Agencia de Gobierno Electrónico y Sociedad de la Information (Electronic Government Agency and Information Society or AGESIC) surveyed more than 1,000 e-commerce shoppers in Uruguay to find out what they most bought online:

  1. Clothes
  2. Electronics
  3. Hotel/restaurant reservations
  4. Cell phones and accessories
  5. Home furnishing
  6. Appliances
  7. Service payments
  8. PC accessories
  9. Tools
  10. Books

Contact us if you need help reaching Latin Americans in general or in specific markets with an online display campaign or a programmatic buying campaign.

Woman on a beach jetty at Maldives

What Latin American Luxury Travelers Want

With gross bookings by Latin American travelers expected to go up by 23% a year to reach US$98 billion by 2016, travel brands obviously have some significant opportunities. And within that larger Latam travel market is the luxury traveler market. Until recently, not a lot of data has been easily available for Latin American luxury travelers. But a new study by the International Luxury Travel Market and Travesías media offers insights about Latam luxury travelers through a survey of 90 owners and managers in the region who cater to this market. The study includes responses from travel agencies in Argentina, Brazil, Chile, Colombia, Mexico, Puerto Rico, Peru and Venezuela. So here’s what Latin American luxury travelers want:

To Travel to the United States, France or Italy
The USA was the top-selling destination for the agents, followed by France and Italy. The United Kingdom ranked fourth and Spain ranked fifth.

To Explore Both Familiar and New Destinations
When asked about their biggest growth destinations, the agencies named China and Thailand as the two main ones. While the USA was also a growth destination and ranked nearly as high as China and Thailand, most of the growth destinations were less famous destinations like Maldives, Croatia, Vietnam and the United Arab Emirates.

To Go On a Cruise
When asked about the popularity of cruises among clients, 66% of the agencies said that cruises were popular, very popular or most popular among Latin American luxury travelers.

To Go in Groups
When asked about the demographics of their clients, only 24% of the agencies said they had single travelers. The large majority said they cater to families (89%) or couples (84%).

To Travel a Lot
More than a third (35%) of the agencies surveyed indicated that they had 3 bookings a year per client, compared to just 2% with one booking. And 40% indicated they had 4 to 5 or more bookings a year per client.

To Stay a While, But Not Too Long
The majority (78%) of Latin American luxury travelers have an average travel booking length of between 5 to 15 days. More than half (52%) have bookings of 10 to 15 days. Only 5% book for between 1 to 5 days and only 7% book for 15 to 20 days.

Contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans with any time of media, including programmatic.


How to Increase Online Sales in Brazil

To drive more purchases from Brazilian online shoppers, start by offering free shipping and detailed product specifications. According to a recent survey of e-commerce consumers in Brazil, these are the top two influencers in their decisions to buy products online. The study was done by SPC Brasil and Meu Bolso Feliz in January 2015, getting the opinions of nearly 700 online shoppers from 27 capital cities in Brazil.

Here are some more study results that advertisers and agencies targeting Brazil’s 105 million Internet users should take into account.

#1 Factor in the Other Reasons Why Brazilians Buy
Free shipping (39%) and product specs (39%) were cited by Brazilians as the top 2 influencing factors in their decisions to shop online, but other factors also led to purchases. Below we list them and the percentage of Brazilian online shoppers who said these were influential:

  • Product recommendations on specific sites (30%)
  • Flexible payment options (27%)
  • Email promotions (25%)
  • Online advertising of products (20%)
  • Coupons (16%)
  • YouTube videos or tutorials (15%)

#2 Put a Bit More Mobile into Your Marketing Mix
Brazilian e-commerce shoppers still mostly go online with devices that display standard desktop advertising: 44% of them shop online with PCs and 32% use notebooks. However, it is important to note that 20% use cell phones to go online and another 4% use tablets. In addition, other research points to mobile-commerce increasing significantly in Brazil. As such, brands that seek to drive e-commerce revenue from this market should strengthen their mobile efforts. To do this, there are some key factors you should know about and you can explore them here.

#3 Try to Blend in E-Commerce Advantages into Your Marketing
When asked about the main advantages of buying online, Brazilian e-commerce shoppers cited the following:

  • Convenience of shopping without leaving home (74%)
  • Generally lower prices (50%)
  • Ease of comparing products from different brands (27%)
  • Ease of price comparison between products (23%)
  • Shopping at whatever hour of the day they want (23%)
  • Better product variety (15%)

#4 Broaden Payment Options
The majority (78%) of Brazilian online shoppers polled in this survey used credit cards to make their online purchases. But 54% used a boleto bancário, a type of online voucher that shoppers get from their banks and use to finish the transaction and actually make the purchase. Other forms of payment cited include PayPal (25%), debit cards (17%) and bank transfers (7%).

#5 Know What Sells Best Online
According to the survey results, Brazilian e-commerce shoppers say the products they buy most online are electronic products: 61% indicated that they buy them. Other popular products for Brazilians to buy via e-commerce include books (47%), shoes (44%), clothes (42%), appliances (36%) and plane/train/bus tickets (35%).
Over the next six months, Brazilian online shoppers plan to buy the following top 5 products: books (52%), electronic products (47%), tickets (47%), hotel reservations (41%) and tickets to events or shows (40%).

#6 Build Trust for Repeat Business
Seven out of 10 Brazilian e-commerce shoppers cite trust in certain e-commerce sites and in brands as the reason for them buying more than once from the same site. Other factors that also lead to repeat business from Brazilian online shoppers include a positive previous experience (40%), fast delivery (30%), the best prices (29%), free shipping (21%) and coupons (16%). More than 60% of shoppers said they left e-commerce sites before finalizing a purchase. The most common reason was that they weren’t sure that they needed the product (27%), though uncertainty about price options or product characteristics (18%) also stopped them from buying. Other factors that led to abandoned shopping carts include delayed shipping (13%), the price (13%) or the final price being different from the advertised price (12%).

Contact us to find out how you can reach Brazilian online buyers with a standard online ad campaign or through the precision power of programmatic buying through MediaDesk, Latin America’s leading DSP.



Man With Smart Phone

The Data Every Latin American Digital Marketer Needs

With oceans of data floating around, all from different sources and sometimes conflicting, it’s key to be able to drill down to the essentials. So in this post we do exactly that with the Latin American online market. A quick scroll down will show you some key numbers you can use for background in preparing proposals or memos or for sharing with colleagues.

Market Size
Emarketer estimates there are 309 million Internet users in Latin America and that by the end of 2015 there will be more than 331 million. Here’s a look at eMarketer’s projections of Latin American Internet users with certain larger markets broken out (click to enlarge):

Internet users in Latam 2013 to 2018

Average CTR for Online Ads in Latin America
Even though comScore and other sources rightfully point out that CTR is not really the best measure for the effectiveness of online ads, just for reference, Sizmek reported the following:

  • Average CTR for a banner ad in Latin America: .12%
  • Average CTR for rich media ads in Latin America: .29%
  • Average CTR for rich media polite video formats: .48%
  • Average CTR for polite banners in Latin America: .15%
  • Average CTR for expandable banners in Latin America: .19%

Email Marketing
While we don’t have recent numbers for all of Latin America, in late 2012 Return Path—an email intelligence company—reported that Latin America had the lowest inbox placement rate of all regions studied: 69%. In September 2014 Return Path noted that Brazil had 60% inbox placement rate for emails, compared to rates of more than 80% in the U.S., Canada, U.K., France, Germany and Italy.

According to eMarketer, 194 million Latin Americans access the Internet with mobile phones and of these 126 million do so via smartphones. By the end of 2015 there will be more than 152 million smartphone users in Latin America and Chile will lead the region in smartphone penetration with 55.5%.
While in 2015 Mexico will have the highest tablet penetration in Latin America at 35%, Brazil will have nearly 35 million tablet users in 2015 compared to just under 23 million in Mexico. Overall, by the end of 2015 more than 92 million Latin Americans will own tablets. Given that the Population Reference Bureau reports that the region has a population of 618 million, this means that there will be nearly 15% tablet penetration in Latin America by the end of 2015. Below are some data tables from eMarketer on smartphone penetration and tablet penetration in Latam (click to enlarge):

smartphone penetration latam

tablet penetration Latam
Smartphone Shopping
According to a 2014 study from ING Global Solutions, 54% of Latin Americans have bought a product with their smartphones (click to enlarge):

Smartphone shopping

Online Videos
A couple of sources offer guidance in this regard. The Digilats study from JWT surveyed more than 9,000 Latin American Internet users from 9 countries and found that 67% said they watched online videos (click to enlarge):

Latam study streaming and other online activities
ComScore has a different set of numbers (click to enlarge):

Online video viewers Latam

Now, it’s important to note that comScore lists a smaller amount of Internet users for countries than other sources. For example, if we extrapolate out the numbers above, it would seem that comScore is reporting a total of 75 million Internet users in Brazil, while both IBOPE and eMarketer indicate that their more than 100 million Brazilian Internet users.

In addition, data from Google and TNS indicates that Internet users in Brazil watch online video ads more frequently than those in Argentina or Mexico. In fact, 36% of Brazilian Internet users say they watch online video ads every day. Brazilians are also more likely than other Latin Americans to watch mobile video: 35% of Brazilian smartphone users watch mobile online videos at least daily, compared to 25% of Mexican smartphone users and 19% of Argentine smartphone users.

Online Reviews
The Digilats study of Latin American Internet users by JWT indicated that significant percentages of Latin Americans are reading online reviews of products (click to enlarge):

Digilats product review

Online Research Before Purchase
A recent eCMetrics study of Christmas shoppers in Latin America showed that a majority of Latin Americans tend to research products online before purchasing, including reading product reviews. This dovetails with results from other studies. For example, the Consumer Barometer study from TNS and Google showed that 47% of Argentines researched their last purchase online and offline while 53% of Brazilians AND 53% of Mexicans reported doing the same thing.  In addition, the JWT Digilats study showed the products that Latin American Internet users were most likely to search online (click to enlarge):

Products researched online latam

Social Media
It’s fairly obvious that this is a huge area with Latin American Internet users. Some of the key takeaways with this would be:

>>>Latin Americans spend more time on social media than people from any other region (click to enlarge):

social media engagement latam


>>>The overwhelming majority of the time that Latin Americans spend on social media is spent on Facebook (click to enlarge):

Facebook dominance Latam

>>>Mobile is increasingly becoming an important way for Latin Americans to access social media (click to enlarge):

mobile social media users in latam

Contact us to find out more how we can help you reach Latin American Internet users with digital media buying or via MediaDesk, Latin America’s premier programmatic buying platform.


Quick Insights into Brazilian Internet Users

Google Think Insights recently published an interesting infographic on Brazilian Internet users, all based on recent research.

Even though it’s in Portuguese, most of the data is easy to figure out. Some of the highlights are:

  • 48% of Brazilians are connected to the Internet
  • 74% of Brazilians aged 15 to 49 are online
  • Smartphone penetration in Brazil went from 26% in 2013 to 29% in 2014
  • Tablet penetration in Brazil is at 9%
  • 80% of Brazilians compare products online before buying them.

And more. Click on the link below to view the infographic:

Google Think Insights Brasil 2014

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.


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.


Flying dollars banknotes isolated on white

Where Ad Investment in Latin America Should Go in 2015

The challenge that every marketer faces is how to develop a media budget that delivers the best results. Making changes to your approach is hard, not only because of the risk but also because of the need to sell other people in the company on those changes. But as the media landscape changes, it’s actually a bigger risk to make no changes, since you can easily fall out of step with your customers. In reviewing the data, here are some areas that both brands and media agencies need to look more closely at in executing their 2015 campaigns.

#1: Mobile Programmatic
Mexico clearly leads Latin America when it comes to mobile ad investment and is set to reach US$287 million by next year, while Brazil mobile ad investment will reach US$245 million and Argentine mobile ad spend will be a surprisingly small US$14.5 million.

But this modest level of investment doesn’t seem to jibe with the mobile boom happening in Latam. For instance:

And if those numbers aren’t enough to get the point across, see how smartphone penetration, tablet ownership and mobile Internet user are growing in other Latam markets, including Chile, Peru, Colombia, Ecuador and Venezuela.

Now to programmatic. We know that programmatic ad spend is set to spike dramatically in Latin America, so definitely the industry knows this works. The advantages of the tight targeting of programmatic are becoming clearer, in addition to the fact that it may deliver a more efficient spend than manual online ad buying.

Given this, it seems logical that brands need to deepen their mobile spend. And if the concern is that mobile may be a risk, why not look at some trials with mobile programmatic? Sharper targeting could lead to even better results with mobile and allow brands to fully take advantage of an audience that’s using smartphones more and more in the purchase process.

As such, it seems clear that brands need to run programmatic mobile trials and increase their conventional mobile ad spend in 2015. We can help with this: find out more here.

#2: Social
The numbers on social make things pretty clear:

Ok, so we know we have a good audience. Then why is social network ad spending in all of Latin America only estimated to be US$481 million in 2014 and only to increase by 23% in 2015?

Per user, advertisers will spend US$2.52 on social network advertising in Latin America, compared to $46 per user spent in North America and $27 per user in Western Europe.

How does this make sense when comScore reports that the average social media user in Latam spends 8.67 hours a month on social media versus 8.07 hours spent by Europeans and 6 hours a month spent by North Americans?

>>>The Approach with Social
There are several ways brands should leverage this Latam love of social in 2015:

Facebook retargeting. On one hand, we have 200 million Facebook users. On the other, in 2014 we have e-commerce growing by 40% in Argentina, by 23% in Brazil, by 20% in Mexico and by 45% in Colombia. So obviously it makes sense to retarget people who visit e-commerce sites with ads on Facebook. You can find out more on how that works here or just contact us directly since we’re experts in this area and partners with Triggit, a leading company in Facebook Exchange retargeting around the world.

Native advertising and content marketing. Do any of you know how much Latin American marketers are spending on native advertising or content marketing? Many of us don’t know yet, and the reason is because no surveys that report tactical spend by Latam marketers has been released. But it doesn’t seem to be much, if at all.

And what a missed opportunity. Mobile Internet is expanding hugely in Latin America and part of that entails people checking social networks on their cell phones: 30% of Mexicans, 37% of Chileans, 32% of Argentines and 19% of Brazilians, according to one study. But other studies confirm this trend: see here, here and here.

This means that people are checking their Facebook feeds, scrolling down: this makes it the perfect place for you to include a sponsored post that’s part of your content marketing. A recent survey of American marketers showed that 23% are devoting more than half of their 2015 budget to content production. Why? Because posts on topics and videos, for example, are good ways to engage people and sell. A post can lead back to a mini-site where your content lives—along with banners to convert people. Or you can set up a content channel on a portal—something we helped a client do with iG a few years ago and which worked very well. And you can leverage content even further with mobile: 55% of Brazilians recently said that video was their preferred format for mobile ads.

Sponsored social. This trend has taken off in the U.S. and it makes sense: use social media users with strong followings to promote brands. A recent study showed that 52% of American marketers had used this tactic in 2014, nearly as many as those who used online display advertising (58%). This could be a trickier tactic to deploy but it definitely merits some trials considering the potential it has.

Bottom Line
As an industry, we’re skipping around the surface of the potential of digital in Latam with light investments. It’s not about jumping on the bandwagon to be cool. It’s about adjusting our business practices to our audience habits. And that’s just good business.

Contact us to learn more about how we can spike your response in 2015 via mobile, programmatic, mobile programmatic, Facebook retargeting, social and a deeper dive into digital campaigns.


Brazil m-commerce

M-commerce Takes Off in Brazil

A recent study from Pagtel—a Brazilian mobile payments company—and, from the group, asked 480 Brazilian mobile users about their mobile shopping habits. The results suggest that mobile commerce is growing rapidly in Brazil:

  • 67% of Brazilian mobile users said they made mobile purchases in 2014, compared to 57% in 2013
  • 60% of Brazilian mobile shoppers used store websites, 37% used intermediate services like PayPal or Buscapé, 32% used app stores like Google Play and 24% used shopping applications
  • 54% say they access banking services via smartphones and 22% use tablets for online banking

Hot Products in Brazil’s M-Commerce
Respondents indicated that they favor buying certain products via mobile commerce, including:

  • Tickets (61%)
  • Virtual content (55%)
  • CDs, books and DVDs (47%)
  • Food delivery (44%)

Factors that Impede M-Commerce in Brazil
Despite the large percentage of mobile shoppers among the respondents, a significant amount (69%) say they prefer to make online purchases with their computers. Of these, 43% prefer computers because they believe mobile is not safe and 32% prefer computers because websites are not mobile-responsive.

Security Factors that Favor M-Commerce in Brazil
Brazilian mobile users highlighted several factors that make them feel safer when shopping with their smartphones or tablets, such as:

  • Confidence in a website brand, application or application store (80%)
  • The accepted forms of payment (56%)
  • Safety terms published in the website or app (47%)
  • Comments of other users (39%)
  • Typing a personal password (37%)
  • Biometric recognition (20%)
  • Visual recognition by images (15%)
  • Voice recognition (12%)

Brazilian Views on Mobile Advertising
The respondents to the Pagtel survey indicated that they appreciate voicemail mobile ads the least (88% dislike them).

Other unpopular formats include banners in games (74% disapprove) and banners in apps (70% disapprove). Some other aspects of mobile campaigns that Brazilian users dislike include merchandising that the user did not authorize, uninteresting content and a high frequency of messages.

That said, respondents indicated mobile banners on websites do produce engagement, and 56% of respondents said they clicked on mobile banners.

Overall, Pagtel and’s study coincides with recent data we’ve seen from Ebit, which reported that m-commerce in Brazil produced sales of more than R$ 1.13 billion in the first half of 2014—a 102% increase. In fact, E-bit projects that mobile commerce will represent 10% of all e-commerce transactions done in Brazil in 2014.

As a company, we were aware of this rise in Brazilian m-commerce several years ago, and this is why we’ve recently premiered programmatic mobile ad buying on MediaDesk, the leading programmatic buying platform in Latin America. To find out more about how you can reach Brazilians with a highly targeted and efficient programmatic campaign, please contact us.


Earth boy - South America

US Media Consulting Releases 2014 Latin American Media Market Report

US Media Consulting, a leading media services and technology firm, has released its 2014 Latin American Media Market Report. The report offers the latest data in a wide range of areas, including:

  • Media penetration in Latin America for all major forms of media
  • Media consumption in major Latam markets
  • Ad spend projections for Latin America
  • Breakdowns of ad spend by medium in key markets
  • Data on the growth of newspaper circulation in Latin America in 2013
  • Social media usage and fastest-growing social sites in Latin America
  • The pay TV market in Latin America
  • Latest data on Latin America’s mobile market and e-commerce

And much more.

Click here to download the study.

To find out more about how we can help your agency increase its efficiencies with media services or the latest in media technology, please contact us.