Hay 300 millones de internautas en Latinoamérica

Internet está expandiendo en Latinoamérica incluso más de lo que pensábamos. En marzo 2013 publicamos un reporte en que usamos cifras de 2012 para indicar que Latinoamérica contaba con 232 millones de internautas. Sin embargo, nuevos datos de eMarketer indican que para finales de 2013 habrá 299,5 millones de internautas en Latinoamérica. Dado que la población total de la región es de aproximadamente 598 millones, tal parece que la penetración del internet en Latinoamérica es del 50%.

Se trata de un crecimiento masivo comparado con la década anterior. Por ejemplo, según la empresa venezolana Tendencias Digitales —especializada en investigación del mercado online—, en 2005 había 78,5 millones de internautas en Latinoamérica, lo cual indica que el público online de la región casi ha cuadruplicado en menos de una década.

El futuro
Según eMarketer, ya para 2017 habrá 394 millones de internautas en Latinoamérica y una penetración total del 63%. Parece que las redes sociales son una de las mejores rutas para llegar a esta público, ya que 7 de cada 10 internautas latinoamericanos acceden a las redes sociales por lo menos una vez al mes. De hecho, eMarketer calcula que habrá 324 millones de usuarios de redes sociales en Latinoamérica para 2017. Y como hemos señalado anteriormente, Facebook lidera las redes sociales de Latinoamérica en cuanto a usuarios. Más allá de anuncios en Facebook o bien posts promocionados, hay una nueva forma de llegar a los 200 millones de latinoamericanos que actualmente utilizan el sitio. Se llama retargeting en Facebook Exchange y aquí puede averiguar más sobre éste. Ahora bien, cabe notar que varios sitios sociales nuevos también ofrecen potencial para marcas, al igual que la publicidad móvil, ya que los dispositivos móviles son una manera popular de conectarse a las redes sociales en Latam.

Convertir usuarios en utilidades
Claro está, estas cifras no son solamente unos indicadores de mercado para anunciantes que están finalizando sus planes para la inversión digital en 2014. También son importantes para las marcas online de los EE.UU. y del resto del mundo: hay un público enorme y creciente en Latinoamérica para estas marcas, siempre y cuando éstas sepan cómo llegarle. La manera más fácil y efectiva para llegarle a este público online es colaborar con un socio que cuente con la experiencia del mercado y los contactos para incrementar los ingresos provenientes de esta región. De hecho, con este fin estamos estableciendo alianzas con varias marcas para comercializarlas en la región.

Para averiguar más sobre cómo podemos ayudar a anunciantes a optimizar sus inversiones digitales en Latinoamérica o bien colaborar con marcas para comercializar su público latinoamericano online, favor de comunicarse con nosotros.

5 sitios web que están expandiendo por Latinoamérica

Tal como notamos en otro post reciente, para finales de 2013 Latinoamérica contará con casi 300 millones de internautas y tendrá unos 400 millones para 2017. Por lo tanto, no sorprende que se hayan lanzado varios sitios web nuevos en la región. A continuación destacamos unos cuantos de los ingresos recientes al mercado latinoamericano.

Rdio —un servicio de suscripción musical que no tiene anuncios— hace poco anunció que iniciará operaciones en Colombia y Chile. Su presencia en Latinoamérica aún no es enorme: los otros países de Latam en que está disponible son México (desde marzo 2013) y Brasil (desde 2011). Sin embargo, debe de tener un impacto interesante en el mercado si sigue creciendo y compite contra marcas como Deezer e iTunes.

Geonick es una red social originalmente lanzada en España que ahora está disponible en varios países latinoamericanos, entre ellos Argentina, Chile, Colombia, Costa Rica, Ecuador, México, Perú, Uruguay y Venezuela. Geonick usa la geolocalización para que los usuarios puedan encontrar otros usuarios que comparten sus hobbies o intereses.

En junio 2013 eToro —una red para la compra y venta social de acciones— comenzó sus operaciones en Chile como parte de un esfuerzo de expansión por Latinoamérica. El sitio permite a los usuarios ver cuáles de ellos han hecho las mejores elecciones en cuanto a inversiones para aprender de estas y hasta permite crear una cartera de acciones idéntica a las de los usuarios más exitosos.

Tuenti es una plataforma de comunicación que combina elementos de los medios sociales y la mensajería instantánea. Tuenti ha arrancado en varios mercados latinoamericanos, entre ellos México, Chile, Argentina, Colombia y Perú. Tuenti distingue entre amigos y contactos. Los usuarios pueden charlar con sus contactos pero con los amigos pueden hacer más, como darles acceso a sus perfiles personales y compartir datos y fotos con ellos. Los usuarios también pueden charlar con amigos y contactos en “salas” privadas y la información de los usuarios no es indexado por Google ni otros motores de búsqueda para así mantener la privacidad.

VK es una red social rusa que acaba de lanzarse en Perú. Según Fernando González, el representante de VK en Perú, el sitio tiene 30.000 usuarios en el país. Según González, el sitio tiene como meta llegar a un millón de usuarios en Perú para 2014 y duplicar ese número para 2015, así utilizando el país como base para seguir expandiendo por Latinoamérica. Con VK, los usuarios pueden intercambiar mensajes, postear noticias, mapas y hasta documentos. El sitio también tiene dos tipos de comunidades: grupos y páginas públicas. Al igual que Facebook, VK tiene botones de “me gusta” pero los contenidos que les gustan a los usuarios no terminan en sus paredes respectivas sino se guardan en una sección privada llamada Favoritos.

Para averiguar más sobre cómo podemos ayudarle a llegar a los internautas en Latinoamérica mediante campañas display, móvil, retargeting mediante Facebook Exchange y otras medidas, favor de comunicarse con nosotros.

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Lo último sobre el consumo de medios en Latinoamérica

Como parte de la implementación exitosa de campañas, los anunciantes y las agencias de medios tienen que tomar en cuenta cuáles medios llegan mejor a diferentes segmentos. En Latinoamérica una de las medidas básicas que suele emplearse es la cantidad de tiempo que la gente utiliza cada medio. Por desgracia, no es tan fácil determinar esta cantidad. Primero que nada, no hay una autoridad u organización regional que mide todo el uso de todos los medios en Latinoamérica. Segundo, los datos que existen tienden a provenir de diferentes fuentes que miden algunos tipos de medios y no otros. Tercero, el consumo de medios normalmente se mide en países específicos pero no en todos los 20 y tanto países de Latinoamérica. Por ejemplo, a pesar de nuestros mejores esfuerzos, no contamos con datos de consumo de medios para El Salvador. Por último, las empresas emplean diferentes criterios para medir el consumo de medios. No es siempre, por ejemplo, la cantidad de tiempo por día o por semana que los latinoamericanos usan diferentes tipos de medios.

Sin embargo, existen suficientes datos para darnos una idea razonable del consumo de medios en los mercados clave de Latinoamérica.


ARGENTINA
Datos agregados recientes publicados por LAMAC utilizaron información de encuestas realizadas por TGI Latina sobre el uso de medios en Argentina. La encuesta les preguntó a los argentinos si habían visto TV abierta o TV paga en los últimos 7 días y si habían escuchado la radio el día antes de la encuesta en cualquier lugar, ya sea hogar, casa, auto, transporte público, etc. La encuesta también les preguntó a los argentinos si habían accedido al internet durante los últimos 30 días, si habían leído un periódico en los últimos 30 días y si habían leído una revista en los últimos 6 meses.
LAMAC comparó estas respuestas contra respuestas en 2006 y notó que hubo descensos en el consumo de revistas (36%), periódicos (17%) y TV abierta (1,6%). También observó incrementos en el consumo de TV paga (7,7%) e Internet (27%). Ahora bien, estas respuestas reflejan el marco de tiempo especificado en las preguntas y no la cantidad actual de tiempo que usan los argentinos cada tipo de medio por día, por semana o mes.

A continuación ofrecemos cifras para el consumo de medios en Argentina de diferentes fuentes que quizás ayuden a completar el cuadro de datos.

Televisión: Los argentinos ven televisión un promedio de 6 horas al día, lo cual es significativamente más alto que el promedio mundial de 3 horas con 12 minutos. Mientras que no pudimos encontrar un estudio que indica cuánto tiempo en promedio pasan los argentinos viendo TV paga, LAMAC indica que TV paga tiene un nivel de penetración del 83% en Argentina.

Medios impresos: 7 de cada 10 argentinos dicen que compran el periódico, aunque no parece haber estudios recientes que indiquen cuánto tiempo pasan los argentinos leyendo periódicos o medios impresos. Tampoco hubo datos recientes sobre la lectura de revistas en Argentina, ya sea porcentajes de la población que las lee o el tiempo que pasan los argentinos leyendo revistas cada día, semana o mes.

Radio: Casi el 90% de los hogares argentinos tienen un radio y el 56% indican que escuchan la radio diariamente, aunque no pudimos encontrar estudios recientes que indican cuántas horas al día los argentinos dedican a escuchar la radio.

Radio Online: Más de 3,6 millones de argentinos escuchan la radio por internet.

Internet: El 58% de los argentinos tienen acceso al internet, el 54% dicen que el internet es su fuente primaria de información y los argentinos pasan un promedio de 26 horas por persona conectados al internet (menos de una hora por día).



BRASIL
Televisión: Los brasileños ven un promedio de 20 horas de televisión a la semana, lo cual es comparable con los estadounidenses, quienes ven un promedio de 23 horas por semana.

Medios impresos: Dependiendo de la fuente, el 31%, el 46% o el 57% de los brasileños leen periódicos. El porcentaje que uno perciba como correcto depende de la fuente. Mientras que IBOPE dijo que el 31% de los brasileños leen diarios, el gobierno brasileño aseveró que el 46% lo hace y la Fundação Perseu Abramo indica que el porcentaje correcto es del 57%. Incluso con la cifra menor del 31%, tal parece que unos 60 millones de brasileños leen el periódico, un público significativo que señala un fuerte alcance para el medio que a su vez explica por qué la circulación de periódicos en Brasil incrementó en 2012. Por desgracia, ninguno de los estudios señaló cuánto tiempo pasan los brasileños leyendo el periódico.
Si bien Fundação Perseu Abramo indica que el 76% de los brasileños leen revistas y de estos, el 50% leen Veja, una fuente del gobierno sostiene que casi el 35% de los brasileños leen revistas. La cifra del 76% parece bastante optimista y es mucho más alta que la penetración de revistas en el país indicada por IBOPE, mientras que 35% parece ser una cifra más realista y coincide mejor con cifras anteriores sobre las revistas en Brasil. No parece haber estudios recientes sobre cuánto tiempo los brasileños pasan leyendo revistas.

Radio: Según Target Group Index, radio llega al 49% de la población brasileña entre 12 y 75 años de edad, por lo que un total de 71 millones de brasileños escuchan la radio. Sin embargo, un estudio diferente indica que el 69% de los brasileños dicen que escuchan la radio a diario, lo cual señala que el medio cuenta con un público mucho más grande de 133 millones. Ahora bien, la última cifra coincide con otros datos publicados sobre el alcance del radio en Brasil. Por desgracia, no parece haber un estudio reciente sobre la cantidad de horas a diario o por semana que los brasileños dedican a la radio.

Internet: Los brasileños pasan un promedio de 27 horas al mes conectados al internet (menos de una hora por día). En las redes sociales los brasileños pasan casi 10 horas al mes, casi el doble del promedio mundial de unas 5,5 horas al mes.

 


CHILE
Televisión: Casi el 74% de los chilenos ven televisión todos los días y los chilenos ven un promedio de 3 horas con 51 minutos de televisión al día.

Radio: Alrededor del 48% de los chilenos escuchan la radio todos los días, aunque los estudios que revisamos no indicaron cuánto tiempo pasan los chilenos escuchando la radio.

Periódicos: El 20% de los chilenos leen el periódico todos los días y La Tercera es el periódico preferido de Chile, con casi el 16% de los chilenos indicando que es su periódico favorito, seguido por La Cuerta (14,9%)

Internet: Aunque comScore indica que los chilenos pasan un promedio de 19,5 horas al mes en internet, el estudio Wave 6 de UM Chile reporta que los chilenos pasan 11 horas a la semana usando el internet.


COLOMBIA
Televisión: Aunque no parece haber cifras disponibles en cuanto al consumo de televisión por los colombianos, investigaciones recientes aseveran que el grupo mas grande de televidentes en el país tienen entre 5 y 17 años de edad y que estos ven un promedio de 4 horas de televisión al día. Además, dichas investigaciones indican que el 81% de las colombianas ven televisión frente al 79% de los hombres.

Periódicos: Aunque no parece haber estudios sobre el tiempo que pasan los colombianos leyendo el periódico, una investigación reciente reveló que el número de lectores de periódicos en Colombia llegó a 6,3 millones en 2013 frente a 6,1 millones en 2012. Dado que Colombia tiene una población de 46 millones, esto sugiere que el 13% de los colombianos leen periódicos. Ahora bien, cabe notar que otra fuente indica que el 26% de los colombianos leen periódicos.

Radio: Según los resultados de un estudio pequeño realizado por Google y D’Alessio IROL, en promedio los colombianos escuchan la radio unas 2,4 horas al día.

Internet: El estudio de Google indicó que los colombianos pasan un promedio de 4,3 horas al día en internet, mientras que otro estudio reciente aseveró que el tiempo promedio online del colombiano es de 2,6 horas al día. Por su parte, el estudio Futuro Digital Colombia 2013 de comScore indica que los internautas colombianos pasan unas 17 horas al mes online.


MÉXICO

Televisión: Casi el 54% de los mexicanos ven televisión entre 2 y 4 horas al día, mientras que el 20% ven televisión 1 hora por día y el 10% lo ven entre 5 y 10 horas al día.

Periódicos:
El 27% de los mexicanos leen los diarios y el Estudio General de Medios de 2013 indicó que El Universal incrementó su número de lectores en un 50% entre enero 2012 y junio 2013.

Radio: El 56% de los mexicanos dicen que escuchan la radio, con el 92% de ellos usando dispositivos tradicionales y el 5% escuchando la radio online. Casi el 57% de los radioyentes de México reportan que escuchan la radio entre 1 y 3 horas al día, mientras que el 26% escuchan la radio más de 3 horas al día y el 16% escuchan la radio menos de una hora al día.

Internet: Aunque comScore indica que los mexicanos pasan un promedio de 17 horas al mes en internet, la Asociación Mexicana de Internet (AMIPCI) reporta una participación mucho más robusta: su estudio Hábitos de los usuarios del Internet en México (2013) indica que los internautas mexicanos pasan un promedio de 5 horas al día conectados al internet.



PERU
Televisión: Los peruanos pasan un promedio de 3 horas con 20 minutos al día viendo la televisión.

Medios impresos: Según un estudio reciente de Kantar Media Research, los peruanos reportan que pasan entre 30 y 41 minutos al día leyendo el periódico. Los lectores más jóvenes (entre 12 y 17 años de edad) pasan 30 minutos al día leyendo el periódico y los que son mayores de 35 años pasan 41 minutos leyéndolo. Ahora bien, investigaciones del Consejo Consultivo de Radio y Televisión indica que los peruanos pasan un promedio de 1 hora con 23 minutos al día leyendo medios impresos (tanto periódicos como revistas).

Radio: Los peruanos pasan 2 horas con 53 minutos al día escuchando la radio.

Internet: Los peruanos pasan 2 horas con 4 minutos al día en internet.


URUGUAY
Por lo general, datos sobre el consumo de medios en Uruguay no parece ser abundante. Sin embargo, pudimos encontrar un estudio de 2013 realizado por Opción Consultores, una empresa de investigaciones de mercados. Por tanto, a continuación compartimos los datos de esta empresa en cuanto al consumo de medios en Uruguay.

Televisión: El 77% de los uruguayos ven la televisión cada día y el 11% la ven varias veces a la semana y casi el 5% nunca la ven. Sin embargo, no se especificó la cantidad de horas al día o a la semana que los uruguayos pasan viendo la televisión.

Radio: El 61% de los uruguayos escuchan la radio todos días y casi el 14% la escuchan varias veces a la semana.

Medios impresos: Casi el 12% de los uruguayos indican que leen los medios impresos todos los días, mientras que casi el 10% los lee varias veces a la semana y el 22% los leen una vez a la semana. Una cantidad significativa (casi el 45%) de los uruguayos dicen que nunca leen los medios impresos. De los uruguayos que sí leen los medios impresos, el 58% leen El País y El Telégrafo ocupa el puesto N°2 con 4,3%.

Internet: Casi el 33% de los uruguayos dicen que usan el internet todos los dias y casi el 11% lo usan varias veces a la semana. Ahora bien, el 46% dicen que nunca usan el internet. Facebook es por mucho el sitio más popular entre los uruguayos que sí se conectan al internet y el 44% dice que es su sitio preferido. En segundo lugar está Google con un 18% de preferencia y Mercado Libre ocupa el tercer lugar con un 6%.

Para averiguar más sobre cómo podemos ayudarle a llegar a los consumidores latinoamericanos mediante una campaña estratégica con cualquier tipo de medio, favor de comunicarse con nosotros.

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The Latest on Media Consumption in Latin America

As part of implementing effective campaigns, advertisers and media agencies have to factor in which forms of media reach different audience segments the best. In Latin America, one basic metric to factor in is how much time people spend with different forms of media. Unfortunately, determining this is fairly tricky. First, there isn’t a regional authority measuring all media use across Latin America. Second, the data that’s out there comes from different sources that measure some forms of media and not others. Third, media consumption is usually measured in specific countries—but not in all 20+ countries in Latin America. For example, despite our best research efforts, we don’t have detailed media consumption data for El Salvador. Finally, firms use different criteria to measure media consumption—it’s not always simply the amount of time Latin Americans in different countries spending using different forms of media.

That said, there is still enough data out there to give us a reasonable data portrait for media consumption in key markets in Latin America.



ARGENTINA
Recent aggregate data published by LAMAC used 2012 survey data from TGI LATINA about media use in Argentina. The survey asked Argentines if they have watched free or pay TV in the past 7 days and if they have listened to the radio the day before the survey in any location. It also asked Argentines if they had gone online in the past 30 days, if they had read a newspaper in the past 30 days and if they had read a magazine in the past 6 months. LAMAC compared the responses to these questions in 2012 to responses in 2006 and indicated drops in the consumption of magazines (36%), newspapers (17%) and free TV (1.6%). It noted increases in consumption for pay TV (7.7%)  and Internet (27%). However, these responses are driven by the particular questions and the time frames as opposed to the actual time spent by Argentines with each form of media each day or week.
Below are media consumption figures for Argentina from different sources that may round out our understanding.

TV: Argentines watch 6 hours of TV every day, significantly higher than the world average of 3 hours and 12 minutes. While we could not find a study that indicates how much time is spent watching free TV versus pay TV, LAMAC does indicates that pay TV has 83% penetration in Argentina.

Print Media: 7 out of 10 Argentines say they buy the daily newspaper, though no recent studies seem to highlight how much time per day Argentines spend reading newspapers or print media. There was also no recent data on magazine readership in Argentina, whether it was overall percentages or amount of time spent reading them.

Radio: Nearly 90% of Argentine homes have a radio and 56% report listening to the radio daily, though we didn’t find recent studies that highlight how many hours a day Argentines spend listening to the radio.

Online Radio: More than 3.6 million Argentines listen to online radio stations.

 

Internet: 58% of Argentines have Internet access, 54% report that the Internet is their primary information source and Argentines spend 26 hours a month on the Internet (less than 1 hour per day)



BRAZIL
TV: Brazilians watch TV an average of 20 hours per week, just behind the U.S. average of 23 hours per week.

Print Media: Depending on the source cited, 31%, 46% or 57% of Brazilians read newspapers. Which percentage you choose to see as correct depends on the source. IBOPE claimed it was 31%, while the Brazilian government claimed 46% and Fundação Perseu Abramo claimed that it was 57%. Even at 31%, this means that 60 million Brazilians read the newspapers, a significant audience that suggests strong reach for this medium and explains why circulation of newspapers in Brazil increased in 2012. Unfortunately, neither study covered how much time Brazilians spend with newspapers.
While Fundação Perseu Abramo indicates that 76% of Brazilians read magazines and of these, 50% read Veja, a government source indicates that nearly 35% of Brazilians read magazines. While 76% seems seems quite optimistic and is certainly much higher that the penetration of magazines in Brazil recently listed by IBOPE, 35%  seems like a more realistic figure and is consistent with previous statistics about magazines in Brazil. No recent studies seem to cover how much time Brazilians spend reading magazines.

Radio: According to Target Group Index, radio reaches 49% of the Brazilian population between 12 and 75 years of age, so around 71 million Brazilians listen to the radio overall. However, a different study indicates that 69% of Brazilians say they listen to the radio every day, suggesting a more massive audience of 133 million. The latter study appears to be more consistent with previous research into the reach of radio in Brazil. The studies we reviewed did not indicate how many hours a day or week that Brazilians spend listening to the radio.

Internet
Brazilians spend an average of 27 hours per month on the Internet (less than an hour per day), with a significant portion of that time spent on social media. Brazilians spend an average of 9.7 hours per month on social media, compared to the world average of 5.5 hours.


CHILE
TV:
Nearly 74% of Chileans watch TV every day and Chileans watch TV an average of 3 hours and 51 minutes a day.

Radio: Around 48% of Chileans listen to the radio every day, though the studies we reviewed did not indicate how much time Chileans spend listening to the radio.

Newspapers: 20% of Chileans read the newspaper every day and La Tercera is the preferred newspaper in Chile, with 15.8% listing it as their top choice, followed by La Cuerta (14.9%). None of the studies we
reviewed indicated how much time Chileans spend reading newspapers.

Internet: While comScore indicates that Chileans spend an average of 19.5 hours a month on the Internet, the Wave 6 study from UM Chile reports that Chileans spend 11 hours a week online.



COLOMBIA

TV: While no numbers seem to be available for TV consumption by all Colombians, recent research indicates that the largest group of TV viewers in Colombia are between 5 and 17 and they watch 4 hours a day and that 81% of Colombian women watch TV as opposed to 79% of men. That said, we didn’t observe results for all Colombians in terms of time spent watching TV.

Newspapers: No figures seem to be available for time spent with newspapers by Colombians, but a recent study shows that newspaper readership in Colombia reached 6.3 million in 2013, up from 6.1 million in 2012. Given that Colombia has a population of 46 million, this suggests that 13% of Colombians read newspapers. That said, another source indicates that 26% of Colombians read newspapers.

Radio: According to the results of a small study by Google and D’Alessio IROL, on average Colombians listen to the radio 2.4 hours per day.

Internet: The Google study indicated that Colombians spend an average of 4.3 hours per day online, while another recent study indicated that the average time online for Colombians was 2.6 hours per day. Futuro Digital Colombia 2013, the most recent study from comScore, indicates that Colombian Internet users spend 17 hours per month online, per user.

 


MEXICO
TV: More than half of Mexicans (53.6%) watch TV between 2 and 4 hours per day, while 20% watch 1 hour per day and nearly 10% watch between 5 and 10 hours a day.

Newspapers: 27% of Mexicans read daily newspapers and el Estudio General de Medios for 2013 indicated that El Universal increased readership by 50% between January 2012 and June 2013.

Radio: 56% of Mexicans report listening to the radio, with 92% of listeners using traditional radios and 5.4% listening to online radio. Nearly 57% of Mexican radio listeners report listening to the radio between 1 and 3 hours a day, while 26% listen to radio more than 3 hours a day and 16% listen to radio for less than 1 hour per day.

Internet: While comScore reports that Mexicans spend an average of 17 hours per month online, Asociación Mexicana del Internet (AMIPCI) reports much more robust participation: its 2013 study Hábitos de los usuarios del Internet en México indicated that Mexican Internet users spend 5 hours a day online.

 


PERU

TV: Peruvians spend an average of 3 hours and 20 minutes a day watching TV.

Print Media: According to one recent study, Peruvians report spending between 30 and 41 minutes a day reading newspapers, with younger readers (ages 12-17) reporting 30 minutes and those older than 35 reporting 41 minutes. That said, research from the Consejo Consultivo de Radio y Television indicates that Peruvians spend 1 hour and 23 minutes a day reading print media (both newspapers and magazines)

Radio: Peruvians spend 2 hours and 53 minutes a day listening to the radio.

Internet: Peruvians spend 2 hours and 40 minutes a day online.



URUGUAY

Overall, data for media consumption in Uruguay is not abundant, but we were able to find a June 2013 study from Opción Consultores, a market research firm, that offered some data about media consumption in the country.

TV:
77% of Uruguayans watch TV every day, while 11% watch it several times a week and nearly 5% never watch it. However, the amount of hours per day that Uruguayans spend watching TV was not specified.

Radio: 61% of Uruguayans listen to the radio every day, with 13.7 listening to it several times a week.

Print media: Around 12% of Uruguayans report reading print media every day, nearly 10% read them several times a week and 22% read them once a week. A significant number (nearly 45%) of Uruguayans say they never read print media. Of the Uruguayans that do read print media, 58% prefer El País, with El Telégrafo in the #2 spot with 4.3%.

Internet: Nearly 33% of Uruguayans say they use the Internet every day and nearly 11% use it several times a week. That said, 46% never use the Internet. Facebook is by far the most popular site among Uruguayans that do use the Internet, with 44% saying it’s their preferred site. Google is #2 with nearly 18%, followed by Mercado Libre, with nearly 6%.

To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.

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Expanding Your Web Brand into Latin America

Just Brazil alone has 102 million Internet users. Overall, Latin America will have nearly 300 million Internet users by the end of 2013 and nearly 400 million by 2017.

With these numbers, it should be pretty simple for a web brand to reap the revenues from such a large audience, right?

Wrong.

As one of the pioneers in Internet advertising in Latin America, we at US Media Consulting were considered to be, shall we say, a bit eccentric when we launched in 2003. No one believed that Internet would take off in the region any time soon, especially since the dotcom bubble had recently burst in more mature markets. But we saw the potential and have benefited from the growth. Along the way, we learned a few things—including the challenges that web brands face in trying to expand into Latin America. Some of these include:

Multiple Markets
More often that you would think, brands that are new to the Latin American market tend to see it as monolithic. It’s clearly not. Brazil, for example, not only has a different language but also a unique business climate that’s often quite protectionist. Setting up a local office to do business there can be quite a challenge, with issues ranging from tariffs and moving currency to how agencies operate. For example, in the United States you have creative agencies to produce ads and media agencies to handle the planning, buying and implementation of the campaign in media outlets. In Brazil, agencies do both, changing the operational dynamic and often complicating execution.
Market conditions are different in Argentina, and they’re also different in Peru, Mexico, Colombia and other markets. Each market has their own way of operating and distinct business climates that need to be navigated properly to avoid pitfalls that impede profits.

Currency
With Latin America there isn’t just a concern about the different currencies (reales vs. pesos vs. nuevos soles, for example), there’s also the IVA tax, the challenge of conversion and local laws regarding the movement of monies between countries. Tariffs, penalties and attorney fees can easily erase profits, thus sabotaging a nascent operation.

Management
With the variety of markets and climates, a web brand may need to do some substantial hiring to find the right people to represent their brand in these markets. But it’s not easy for team members from outside the region to evaluate professionals in these markets and get a direct sense of their know-how and connections. And with multiple markets, multiple teams in different countries are needed, with a home office team also needed to ensure that things run smoothly. The costs for all of these team members can become quite significant, starting off operations with a loss on the books and what can be a substantial trial and error process as a brand learns each market, develops best practices and eventually (if all works out) turns a profit.

Logistics
The rules for opening and operating subsidiaries in Latin America vary widely from country to country, as do tax laws and practices, not to mention human resources practices, the amount of holidays (did you know that Colombia has 18 national holidays every year?), employment terms and more. A web brand that’s flush with funding but is still growing may find itself hamstrung by all the steps needed to open a Latam office or office—plus all the fees to attorneys and other professionals just for navigating the basics.

Revenue Models
Another concern is determining whether the revenue model for your brand is applicable to Latin America. While a CPM campaign is pretty much the same here or there, obviously different sites have their own advertising models cued to user behavior. And without a clear understanding of the markets in the region, you could find yourself trying to make an unworkable model work.

The Strategic Solution
Rather than going it alone when expanding to Latin America, many web brands opt to find a partner. That’s where a firm like US Media Consulting can make a huge difference. Here’s how:

  • Extensive market knowledge going back more than 10 years
    Solves: multiple market concerns, revenue models
  • Local offices in 6 Latam markets
    Solves: logistics issues, currency concerns, billing, collections and moving monies
  • Local sales staff, all online specialists
    Solves: learning local markets, building contacts, hiring/employment problems
  • Company headquarters in Miami
    Solves: management in multiple markets, marketing

 

To find out more about how we can help web brands maximize Latin America’s 300-million audience of Internet users, please contact us.

5 Web Brands Expanding into Latin America

As we noted in another recent post, Latin America will have around 300 million Internet users by the end of 2013 and nearly 400 million by 2017. So it’s not surprising to see a number of new launches into the region by a variety of web brands. Here’s quick roundup of recent entries into the Latam online marketplace.

Rdio, an ad-free music subscription service, recently announced that it has expanded to Colombia and Chile. Its Latam footprint still isn’t huge—the other countries it’s available in are Mexico (since March 2013) and Brazil (since 2011). However, it should be interesting if it continues to grow in the region and compete against players like Deezer and iTunes.

Geonick, a social network originally launched in Spain, is starting to become available in several Latin American countries, including Argentina, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, Uruguay and Venezuela. Geonick uses geolocalization so that users can find other who users who share their hobbies.

In June 2013 eToro, a social trading and investment network, launched operations in Chile as part of an effort to expand into Latin America. The site allows users to see which of them have made the best investment choices, learn from them and even copy their portfolio.

Tuenti, a self-described communications platform that combines social media and instant messaging elements, has brought its features to several Latam markets, including Mexico, Chile, Argentina, Colombia and Peru. Tuenti differentiates between friends and contacts. Users can only chat with contacts, but with friends they can do more, such as giving them access to their personal profiles and sharing information and photos. User can also chat with friends and contacts in private “rooms” and user info is not indexed by Google or other search engines to maintain privacy.

VK, a Russian social networking site, recently launched in Peru. According to Fernando Gonzalez, VK’s representative in Peru, the site has 30,000 users in the country. González said that VK aims to get 1 million users in Peru by 2014 and double that number by 2015, using Peru as a base for further expansion in Latin America. On VK, users can exchange messages, post news, maps and documents. The site also has two types of communities: groups and public pages. Similar to Facebook, VK has like buttons, but liked content doesn’t get pushed to the user’s wall; instead, it’s saved in a private Favorites section.

To find out how we can help you reach Internet users in Latin America via display, mobile, retargeting within Facebook and other means, please contact us.

3 Ways Advertisers Can Effectively Reach Brazil’s Class C

According to Ibope Inteligência, consumption in Brazil will grow by 10% in 2013 to reach R$1.5 trillion (US$693 billion). While Class B will be responsible for more than half of this consumption (R$143 billion), Class C will account for 24%, more than Class A’s 22%.

And with 105 million people who are currently part of Class C, it makes sense for advertisers and agencies to pay attention to how this emergent class spends its money. A while back we highlighted some spending trends for Class C using 2012 data, but now we have identified some new trends based on more recent research. Based on this data, here are some suggestions for professionals in marketing, advertising and media.

Try retargeting via Facebook Exchange. Retargeting is a tactic used by e-commerce and e-travel companies. This story explains how it works. It could work well for Class C because according to e-bit, in the first half of 2013, 58% of first-time e-commerce shoppers in Brazil were from Class C. In addition, research firm Data Popular recently reported that Class C makes up 56% of Facebook users in Brazil, while Classes AB make up 24% of the social site’s users. As such, there’s a significant group of class C online buyers and it’s likely that these buyers are on Facebook, thus making retargeting a worthy tactic to explore.

Increase online campaigns aimed at reaching Class C. Online research firm Navegg reported recently that Brazil now has 105 million Internet users. The country gained 3 million Internet users between the end of the first quarter of 2013 and the end of the second quarter. Of those 3 million new Internet users, 61% were from Class C—nearly 2 million people.

Consider more campaigns on pay TV. According to Anatel, nearly 17 million homes in Brazil had pay TV as of August 2013. This translates to an audience of around 54 million people. According to Globosat, 27 million of the 54 million pay TV viewers in Brazil are from classes CD. In fact, while the number of Class AB pay TV subscribers grew by 69% between 2009 and 2013, the amount of class CD pay TV subscribers grew by 398% in that same period.

A Sample of What Class C Buys the Most
Besides knowing how to target Class C with media, it makes sense to understand which product categories are the most popular with segment. Recent studies suggest the following are among the hottest products for Class C:

To find out how we can help you reach Class C in Brazil with any form of media, please contact us.

internet

Latin America’s Internet Audience Reaches 300 Million

In Latam, the Internet is apparently expanding even more than we thought. Earlier this year we released a report using 2012 figures that indicated that Latin America had 232 million Internet users. But new figures from eMarketer indicated that by the end of 2013 Latin America will have 299.5 million Internet users. The region’s overall population is at around 598 million, suggesting that Internet penetration is now at 50%.

This represents massive growth compared to the previous decade. For instance, according to Venezuelan research firm Tendencias Digitales, in 2005 there were 78.5 million Internet users in Latin America, which indicates that the region’s Internet audience has nearly quadrupled in less than a decade.

What’s Next
According to eMarketer, by 2017 there will be 394 million Internet users in Latin America and overall Internet penetration of 63%. Social media seem to be the best way to reach these Internet users, since 7 of 10 Latam Internet users go on social networks at least once a month. By 2017 the social networking audience in Latin America will reach 324 million, estimates eMarketer. As we’ve discussed previously, Facebook leads the social media pack in Latin America, and beyond ads or promoted posts, a new tactic known as retargeting via Facebook Exchange seems to offer some potential for leveraging Facebook’s audience of 200 million Latin American users. That said, a number of newer social media sites offer potential for brands, as does mobile advertising, especially since mobile devices have become a popular way for Latin Americans to connect to social networks.

Turning Reach into Revenue
Of course, these numbers aren’t just market indicators for advertisers making plans for their digital investment in 2014. They are also important for web brands from the United States and the rest of the world: there is a huge, rapidly growing audience in Latin America for these brands—as long as they know how to reach them.
The quickest and most effective way to do this is by working with an experienced partner that has both the contacts and the know-how to spike regional revenues. To that end, we’re currently working on partnerships with a number of brands to help them turn their Latin American reach into Latin American revenues.

To find out more about how we can help advertisers optimize their digital investment in Latin America or help brands leverage their audiences in the region, please contact us.

brazilian consumer

5 Trends that Are Changing the Brazilian Consumer Market

While recent studies have shown us what Brazilians are buying this year, top growth markets and some of the factors that drive their purchase decisions, there’s new data about consumer preferences and behavior in Brazil. After reviewing this data, we’ve identified some key trends that will cause major impact in Brazil’s consumer market.

#1 Social Media Will Drive Purchases in Brazil
Ipsos recently polled more than 18,000 consumers in 24 countries, including Brazil. While the research firm found that 3 in 10 Internet users around the world will make a purchase after seeing a social media ad or post, the results were very different with Brazilians. Ipsos found that 69% of Brazilians will make a purchase after seeing a social media ad and 66% will buy a product after seeing a post. Other countries with consumers that are highly responsive to social media ads include Indonesia (68%) and Mexico (60%).
Another study from ExactTarget offers data that supports the power of social media’s influence among Brazilian shoppers:

  • 77% of Brazilian online consumers follow brands on Facebook
  • 53% of Brazilians who subscribe to receive emails from companies do so to stay current with regard to new products, services and offers from the company

#2 Brazilian Consumers Are Willing to Trade Information for Services
A recent survey by Cisco Systems showed that 60% of Brazilians don’t mind that online retailers collect personal information. Moreover, 55% of Brazilian consumers would share personal information with retailers in exchange for recommendations and personalized services; only 35% of consumers in other parts of the world are open to this. In addition, 59% of Brazilians allow firms to compile and save their purchase histories.

#3 Brazilian Consumers Have Become Much More Multichannel
According to Jefferson Silva, Strategy and Innovation Manager for Nielsen Brasil, 97% of consumers shop in more than one channel and 55% of Brazilian consumers shop in 3 different channels and 16% shop in more than 4. In addition, 30% switch stores when they don’t find what they’re looking for.

#4 Online Advertising Influences Purchases Among Brazilian Consumers More Than Other Media
A survey of 1,200 Brazilians by the Centro Avançado de Estudos e Pesquisas da ESPM (Advanced Studies Center of ESPM University) found that 46% of Brazilian consumers buy products after seeing online advertising. In comparison, TV ads only influenced the purchases of 21% and print media ads only influenced the purchase decisions of 7%.

#5 The Internet Is a Key Factor in the Purchase Decision Regarding a New Car
When trying to decide which new car to buy, 45% of Brazilian consumers cite friends and relatives as their primary source of information. Their second most popular source of trusted information is the Internet.  More traditional sources of information about new cars, such as other car owners  who own the same make and model (27%) and salesmen (23%), score much lower among Brazilian consumers.

To find out how we can help you reach Brazilian consumers with a strategic campaign in any form of media, please contact us.

The Latest on Media Consumption in Brazil

As part of implementing effective campaigns, advertisers and media agencies have to factor in which forms of media reach different audience segments the best. In Brazil and Latin America, one basic metric to factor in is how much time people spend with different forms of media. Unfortunately, determining this can be a challenge. Different organizations conduct different studies, so there isn’t one universal source for this data. In addition, these organizations measure different variables. Some measure time spent with each medium, others focus on the audience percentages for each region. Despite this, we focused on trying to create the best data portrait possible to help professionals in marketing, media and advertising understand Brazilian media consumption.

 


TV
Brazilians watch TV an average of 20 hours per week, just behind the U.S. average of 23 hours per week. Our research did not reveal studies that indicated how many hours Brazilians watch free TV as opposed to pay TV. That said, a recent Ericsson study indicates that 69% of Brazilians say that Internet is now becoming part of their daily TV watching habits and 68% want to have total access to TV and video content on their mobile devices. The study also noted a 59% increase among Brazilians in using laptops to watch TV outside the home.


Newspapers

Depending on the source cited, 31%, 46% or 57% of Brazilians read newspapers. Which percentage you choose to see as correct depends on the source. IBOPE claimed it was 31%, while the Brazilian government claimed 46% and Fundação Perseu Abramo claimed that it was 57%. Even at 31%, this means that 60 million Brazilians read newspapers, a significant audience that suggests strong reach for this medium and explains why circulation of newspapers in Brazil increased in 2012.
Unfortunately, neither study covered how much time Brazilians spend with newspapers either daily or weekly.


Magazines

While Fundação Perseu Abramo indicates that 76% of Brazilians read magazines and of these, 50% read Veja, a government source indicates that nearly 35% of Brazilians read magazines. While 76% seems seems quite optimistic and is certainly much higher that the penetration of magazines in Brazil recently listed by IBOPE, 35%  seems like a more realistic figure and is consistent with previous statistics about magazines in Brazil. No recent studies seem to cover how much time Brazilians spend reading magazines.


Radio

According to Target Group Index, radio reaches 49% of the Brazilian population between 12 and 75 years of age, so around 71 million Brazilians listen to the radio overall. However, a different study indicates that 69% of Brazilians say they listen to the radio every day, suggesting a more massive audience of 133 million. The latter study appears to be more consistent with previous research into the reach of radio in Brazil.


Internet

Brazilians spend an average of 27 hours per month on the Internet (less than an hour per day), with a significant portion of that time spent on social media. Brazilians spend an average of 9.7 hours per month on social media, compared to the world average of 5.5 hours.

To find out more about how we can help you reach Brazilians via any form of media, please contact us.