Tag Archives: Argentina

Latam mobile trends main shot

4 Key Changes in Latin America’s Mobile Market

Going strictly by the numbers, here’s a look at significant shifts with the mobile market in Latin America—data that could help agencies and brands with their next mobile campaigns.

1 mobile growing
#1 THE LATAM MOBILE AUDIENCE KEEPS GROWING MASSIVELY

328,000,000
The amount of mobile users in Latin America in 2014—expected to reach 374 million by 2017

122,000,000
The projected amount of smartphones that will be sold in Latin America in 2014

14,200,000
The amount of tablets sold in Latin America in 2013

2 mobile commerce
#2 M-COMMERCE BECOMES MORE COMMON

54%
The percentage of Latin American smartphone users who have purchased a product or service with their smartphones

40%
of Mexican mobile users make mobile purchases

83%
M-commerce in Brazil grew by 83% between 2013 and 2014

15%
of online payments made in Argentina are made with mobile phones

 

3 MESSAGING
#3 INSTANT MESSAGING & OTHER APPS GROW IN POPULARITY

8.5
Brazilians spend an average of 8.5 hours a month using instant message services, the highest amount of use in the world. Mexico, Argentina, Peru and Chile are also among the top 10 countries in the world in instant messaging use, each with an average of at least 6 hours a month.

61%
Despite the growth of WeChat, GlobalWebIndex reports that 61% of mobile Internet audience in Latin America has used WhatsApp in the last month: only the Middle East/Africa has higher usage

62%
of Argentines use the app for Preguntados, a trivia game, while 42% use Candy Crush and 28% use Angry Birds; Facebook is the top social app among Argentines as 76% use it while Whatspp leads Skype and Line in the messaging app category

11,500,000
The amount of business app users in Mexico, 27% of the total amount of apps users in the country

2502%
The growth of WeChat ( a mobile messaging app) in Mexico between 2013 and 2014. In this same period, WeChat grew by 835% in Argentina and by 1108% in Brazil.

88%
of Brazilians between ages 15 and 32 have the Facebook app on their phones, while 84% have email apps, 81% have YouTube and 79% have Whatsapp

4 mobile web
#4 LATIN AMERICA’S INTERNET AUDIENCE IS BECOMING MORE OF A MOBILE AUDIENCE

52,000,000
The amount of Brazilians who go online with their cell phones

7 of 10
Internet users in Argentina go online with cellphones

50%
of Mexican digital users go online with smartphones

43%
of Colombian mobile users go online with their phones

58%
of Chileans have access to mobile internet

67%
of Paraguayan mobile users go online with their phones

686,000
Total amount of mobile subscriptions in Peru that allow for Internet access

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.

 

redes-sociales-Arg-600x312

7 Hot New Social Media Trends in Argentina

Some new studies from have looked social media use in Argentina. The research revealed a number of key points to factor in when planning a digital campaign targeting this large online market.

#1 Heavy Use
Argentina is #3 in the world in terms of hours spent social media every month and in fact, for every 8 minutes that Argentines spend on the Internet, 3.5 of those minutes are spent on social media*

#2 Massive Growth
The amount of social media users in Argentina grew by 73% between 2010 and 2013**

#3 Access Via Cell Phones
A survey of Argentine cell phone owners showed that 77% said they used their phones to go on social media. In fact, checking social media was more popular than using apps (74%), navigating the web (69%), checking email (66%) and instant messaging (57%). Only SMS was a more popular use for cell phones among Argentines. ***

#4 Virtually Identical Audience
In some markets, social media users have different demographic characteristics than the average Internet users. In Argentina, virtually the same demographic groups that go online also visit social media sites:*

#5 6 out of 10 Argentine Companies on Social Media
In 2010 only 25% of companies in Argentina had a social media presence. But now 64% of Argentine companies are on social media. Facebook is the most popular platform with Argentine companies, with 48% of them having a page, while 40% have Twitter accounts, 32% share content on YouTube and 20% have corporate blogs.****

#6 Younger Audiences Put in More Time
Argentines between 15 and 34 take up 65% of the country’s total time spent on social media, suggesting that a younger user is a lot more likely to see social media ads or posts than an older user.*

#7 Facebook Rules But Other Sites Are Growing
While Facebook is by far the #1 social media site in Argentina (89% penetration), other brands have grown significantly over the past year. Here’s a quick a look at the social networks that have grown the most in Argentina since 2012:*

  • Ask.fm (770%)
  • Pinterest (270%)
  • LinkedIn (236%)
  • Tumblr (98%)
  • Scribd (88%)
  • Yahoo (26%)

More established sites had more modest growth rates in 2012, including Facebook (16%) and Twitter (13%).*

*Source: comScore & Brandemia

**Source: Datos Claros

***Source: BGH Market Research

****Source: Burson Marstellar

To find out how we can help you reach Argentine consumers via media campaigns of all types, please contact us.

spiderman

70% of Argentines Watch TV and Movies Online

According to a new report entitled Manifiesto de nuevos medios 2012—produced by Consulting firm Business Bureau—70% of Argentines watch both movies and TV shows online. More than 85% of Argentinians between 18 and 25 reporting using the Internet to watch TV and movies—not a huge surprise given that quick digital adoption skews young.

But what is surprising is that watching TV and movies online isn’t just popular among younger Argentines. The study found that 68% of Internet users between 45 and 49 watch movies and TV shows online…and 59% of people over 50 also do this.

In addition, comScore has reported that Argentine Internet users watch an average of 132 videos a month per user. When you put these trends together, advertising on sites with online video seems less like an experiment and more like a necessary tactic to reach your target audience.

That’s why we created Jumba Video Network, Latin America’s most extensive online video advertising network.

For more information on how we can help you reach this growing audience of online video watchers in Latin America, please contact us.

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brazil travelers online

Millions of Brazilians Use the Internet to Plan Travel

More than ever before, Brazilians are using the Internet to plan and book their travel. Recent research from comScore’s Media Metrix Service shows that 16.5 million Brazilians visited travel sites in July 2012. This is an 18% increase compared to 2011. Here’s a look at the top 10 travel sites that Brazilian Internet users are visiting, organized by amount of unique visitors during July 2012:

  1. Hotelurbano.com.br                       3.1 million
  2. Decolar.com                                     2.3 million
  3. TAM.com.br                                     2.2 million
  4. Voegol.com.br                                 1.9 million
  5. Submarinoviagens.com.nr            1.6 million
  6. Mundi.com.br                                  1.1 million
  7. Viajanet.com.br                              1.1 million
  8. Booking.com                                   1 million
  9. CVC.com.br                                     823,000
  10. Tripadvisor.com.br                        780,000

Who These Brazilian Travelers Are
Visitors to Brazilian travel sites are 50.6% male and 49.4% female. However, 1 in 3 visitors to Brazilian travel sites are between 25 and 34, making this the largest age group. Overall, the visitors tend to be younger: 73% are between 15 and 44.

In terms of geotargeting a campaign, Sao Paulo would be a good choice: 32% of visitors to Brazilian travel sites are from that city. Around 13% of the visitors are from Rio, 7.3% are from Minas de Gerais and Paraná, 6% are from Rio Grande do Sul and 4.5% are from Catarina.

Where They Are Going
While comScore didn’t report on popular destinations for Brazilian travelers, other sources have. The United States Commerce department projects that 1.5 million Brazilians will visit the United States during 2012 and that amount will increase to 2.5 million by 2016. In 2011, Brazil sent more tourists to Argentina than any other country. In terms of specific cities that Brazilian travelers visit, a study from Hotel Price Index showed that Orlando is #1, New York is #2 and Buenos Aires is #4. Also in the top 10 were Miami, Las Vegas and Paris.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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dreamstime_m_18771174

The 7 Hottest Products Among Latin American Shoppers

The new surge in purchasing power for Latin American consumers is being felt in all types of industries. To offer media, advertising and marketing professionals a quick reference guide, we put together a list of some of the hottest product categories among Latin American shoppers.


CARS
In 2011 car sales in Latin America went up by 7% to total 6.4 million units, which set a new record in the region: 12 vehicles for every 1,000 people. The most motorized company seems to be Argentina, with 20 vehicles for every 1,000 people, followed by Chile with 19.4 and Brazil with 17.7. In fact, 2011 was the best year ever for car sales in Argentina. Also, several carmakers had record-breaking sales in Latin America in 2011, including Audi, BMW, Nissan and Peugeot.


COMPUTERS

Latin Americans will buy nearly 40 million computers in 2012, according to market research firm IDC. This will be a 5% increase compared to 2011, during which Latin Americans bought 37.7 million computers. Growth will be marginal (0.3%) for desktop computers but laptop sales should go up by 8.7%. In addition, IDC forecasts that 2.1 million tablets will be sold in Latin America in 2012. Although it’s not a large percentage of the total, it could be an important trend with implications for mobile advertising.


COSMETICS
According to Research firm Euromonitor International, the total value of beauty/cosmetic and personal care products sold in Latin America in 2010 was $65 billion. These strong sales made Latin America the #4 market in the world for cosmetics/beauty products. Between 2005 and 2010 the Latin American beauty market doubled in size and now experts think the region will surpass North America to soon become the #3 beauty products market in the world.


LUXURY PRODUCTS
According to Boston Consulting Group, Latin America’s luxury market is growing by 15% every year. In Mexico, 5.2% of the population can buy luxury goods, according to consulting firm KPMG. Brazil’s luxury goods sales are expected to hit $12 billion this year, a 33% increase compared to 2011. Argentina is also a solid luxury market, moving 230 million euros in its luxury market in 2011. Given this, it’s no surprise that Sephora foresees opening 12 to 13 stores in the region and that Salvatore Ferragamo has announced expansion plans in the region.


MOBILE PHONES AND SMARTPHONES
During the second half of 2011, Latam smartphone sales went up by 25% to reach nearly 50 million units. Although the complete total of mobile phone units sold in Latin America in 2011 hasn’t yet been confirmed, it’s known that 31 million smartphones were sold in the region in 2011. In Argentina, 24% of the mobile phones sold in 2011 were smartphones. In Mexico, smartphone sales spiked up by 78% in 2011. In Brazil, 2011 smartphone sales jumped to over 100% higher than in 2010. And the smartphone surge continues: 40% of the mobile phones sold in Argentina during the first quarter of 2012 were smartphones. In addition, IDG predicts spectacular increases in smartphone sales in other countries this year, including a 43% upsurge in Chile and a 70% leap in Brazil.


REAL ESTATE
According to new figures reported by the Association of Miami Realtors, Venezuelans were the largest group of foreign buyers in 2011. That said, Brazilians and Argentines were not far behind. Thanks to these Latin American buyers, Miami real estate has gotten a strong—and quite welcome—push: home sales went up 46% in 2011.


TRAVEL
Trips to foreign destinations by Latin American tourists went up by 15% in 2011, according to Consulting firm IPK. According to IPK, the strongest markets for trips to foreign destinations from Latam are Brazil, Argentina, Mexico and Chile.
The United States is one of the most popular destinations for Latin American tourists. According to the U.S. Department of Commerce, 18% more Latin American tourists will visit the U.S. in 2012 than in 2011: 1.78 million. By 2016, the department estimates that 2.5 million Brazilians will visit the United States. In addition, Brazilians rank #3 in spending among foreign tourists that visit the U.S. They’re just behind Japanese and British tourists, spending $6.8 billion in 2011 during trips.

Florida is probably the most popular U.S. destinations for Latin Americans. In fact, 4 of the top 10 foreign countries who sent the most visitors to Florida in 2011 were Latin American: Brazil, Argentina, Mexico and Colombia. In addition, a survey by hoteles.com showed that Florida is the preferred foreign destination of both Argentine and Colombian tourists.

That said, Latin Americans don’t just travel to the U.S. Many enjoy traveling within their own region. For example, a recent survey showed that Argentine tourists rank 3 Mexican destinations—Mexico City, Riviera Maya and Cancun—among their top destination choices. And Brazilians are the foreigners that visit Argentina the most. More than 35% of the tourists that Argentina welcomed in 2011 were from Brazil, while Europe was in second place with 19.8%. For their part, when surveyed, Chileans say their favorite destinations are Argentina, Brazil and Peru.

According to Mandala Research, Mexicans seem to favor U.S. destinations, and one study showed they also outshop other tourists. On average, Mexicans spend 40% of their travel budgets at shopping malls, compared to Japanese tourists, who spend 25% of their travel budgets at malls, and British tourists, who spend 25%. The preferred U.S. destinations for Mexican tourists are Los Angeles, New York and Houston, although Miami and Orlando are also in the top 10.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

 

The Top 3 Sites for Latin America’s Internet Users

Broadcasted in March 2012, ComScore’s recent webinar—Futuro Digital Latinoamerica—offered a number of fresh insights into Latin America’s Internet audience. One relevant point for online marketers and advertisers is where Latin American Internet traffic flows the most.

ComScore’s results indicate that three types of sites draw the most Latin American Internet users.

#1 Google Sites
According to comScore, Google sites (which should include YouTube) drew the most Latin American Internet users in December 2011. Despite the heavy draw of Google, Latam’s internautas actually spent spent the most time on Facebook: 46,165 minutes. This is in line with the rapid rise of Facebook in Latin America and the region’s heavy engagement with social media.

#2 News Sites
News sites have 86.3% reach in Latam, nearly 10% more than the global average of 76.1%. Between December 2010 and December 2011, the news category grew by 32% in users. Among the Latin American countries where news sites have the biggest reach:

  • Brazil (97.6%)
  • Peru (95.9%)
  • Argentina (94.8%)
  • Chile (94.3%
  • Mexico (84.8%)

Argentina is #1 in online news consumption in Latin America, with an average of 99 minutes per visitor, well above the world average of 64 minutes. While Grupo Clarín and Grupo La Nacion are #1 and #2 in the news category in Argentina, Grupo Infobae seems to have the highest engagement—each visitor spent 75 minutes on the site in December 2011.

#3 Entertainment Sites
In Latin America, entertainment Web sites have a long reach of 96.7%, which is significantly higher than the global reach of entertainment sites: 88.6%. The countries where entertainment sites have the most reach include Argentina (97.6%), Brazil (97.5%) and Peru (96.9%). However, other countries aren’t very far behind: entertainment sites have 96.3% reach in both Chile and Mexico, and 94.5% in Colombia. Entertainment sites may be a particularly good way to reach Internet users in Peru, Colombia and Chile: they each spend an average of 4+ hours a month on these sites.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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US Media Consulting Grows Staff by 20%

It’s been a busy 2012 for us on many fronts, but hiring has perhaps been the busiest. New developments in our business and rapid expansion have led to us growing our staff by more than 20% in the first quarter of 2012.

We needed these new team members to handle a variety of duties for us. Some will focus on our general business development as one of the leading independent media services providers for companies looking to reach Brazil, Latin America and U.S. Hispanics. Others will help us develop new products and services for the digital media marketplace. Still others will help grow us in well-developed sectors of our business, such as online and offline ad sales. Here’s a look at some of these new team members.

Salvador Calogero. Based in our Buenos Aires office, Salvador will work with Pablo Veliz, our VP of technology, to develop new products and platforms for Latin America’s digital marketplace.

Lesley Canal. Lesley’s strong sales track record in both offline (Miami Herald) and online media (Centro and Living Social) make her a strong addition to our digital sales team.

Raúl Galofre. Raúl will leverage more than a decade’s worth of digital media and business development experience to create new ventures and partnerships for us.

Verónica Lizama. Verónica, formerly Director of Advertising for América Economía, is the new Ad Sales Director for our Offline Media Division and will oversee sales operations in print, broadcast and out-of-home media.

David Petitone. David’s background in sales for the Miami Herald and other media firms will serve him well as Media Relations Specialist. He’ll focus on nurturing existing media relationships and forging new ones.

Juan Carlos Ruiz. His strong background in digital sales and strategy will serve him well in his new position as Digital Ad Sales Manager for the Andean Region, which includes Colombia, Peru, Ecuador and Venezuela.

We’re proud to welcome all of these new team members and are confident that their contributions will help us grow even more.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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internet consumer shot

How the Internet Changes the Way We Shop

Public relations firm Fleishman Hillard just released the most recent version of their annual Digital Influence Index study. Based on an extensive survey of Internet users in 8 countries— Canada, China, France, Germany, India, Japan, the United Kingdom and the United States—the Digital Influence Index measures how the Internet influences consumer purchasing decisions.

Here are 5 of the key findings that have the most relevance for marketing, advertising and media professionals.

#1 The Internet is the most popular medium
In the surveyed countries, people spend a lot more time on the Internet (13.7 hours a week) than watching TV (9.8 hours a week). No other form of media came close to the first two in terms of time. However, it’s interesting to note that activity #3 was using a mobile device: respondents spend 4.7 hours a week using them.

#2 The Internet influences more than friends or family
In almost all the countries, respondents said that the Internet influences their purchasing decisions more than family or friends. Now, it’s important to note that the Internet’s influence varies according to the type of product. The Internet influences buying decisions the most when it comes to trips/leisure activities, electronics and personal finance products.

#3 Shoppers are researching products online with mobile devices
Almost two-thirds of the people surveyed said that least 3 or 4 times a week, they use their cell phones to get information about products, brands or destinations.

#4 Group buying is more and more popular
More than 60% of shoppers said that they’re members of sites like Living Social and Groupon. In addition, more than half of those who use group buying sites say they plan to use them more often in the future.

#5 People don’t follow brands on social media just to get discounts
According to the survey, saving money is not the main reason that people follow brands on social media. In fact, the #1 reason for people to follow brands is to get more information: 79% said they do this, compared to 76% who follow brands for discounts and offers. That said, the Internet users surveyed cited a number of other reasons for following brands on social media:

• Obtain exclusive information (73%)
• Give positive feedback (69%)
• Share their opinions (67%)
• Send an idea to a brand (59%)
• Show brand affiliation (58%)
• Feel they’re part of a community (57%)

Beyond discounts, it looks like Internet users look to interact and dialogue with brands online, which makes sense given the basic purpose of social media. These results also offer some hints for brands as to how to tailor their social media efforts to align them with the reasons that their customers follow them.

To find out more how can help you reach Internet users in Brazil and Latin America with a well-targeted campaign,  please contact us: info@usmediaconsulting.com.

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shopping online

Almost 60% of Latin American Internet Users Are Buying Online

E-commerce is clearly growing stronger in Latin America. A recent survey of Internet users in Latin America shows that 59% report buying products online in the past year.

Research firm Tendencias Digitales did the survey, which included 18,000 Latin American Internet users in 13 countries. It’s important to note that the survey did not include Brazil, which research indicates is the top Latin American country for e-commerce. However, the survey did research the habits of Internet users in large markets such as Argentina, Mexico, Chile and Colombia.

The chart below breaks down the percentage of Internet users in each country that reported buying a product online in the past year. Argentina is clearly the leader at 71%, tied by Chile.

While this is just one survey, the results show some interesting parallels with other research into e-commerce in Latin America. For instance, Argentina’s e-commerce market spiked by 50% in 2011, while the head of Colombia’s Chamber of E-Commerce projects 100% growth for 2012. In Mexico, research from the Asociación Mexicana de Internet (AMIPCI) indicated that 8 out of 10 Mexican Internet users had made an online purchase. AMIPCI also projects a 28% increase in e-commerce in Mexico in 2012.

Beyond these 3 countries, other Latam markets are showing strong e-commerce growth. This may be why eMarketer estimates $15.2 million in e-commerce sales for all of Latin America (except Brazil) in 2012 and then a powerful jump to $28 billion in sales by 2015.

What are these Latam shoppers buying online? Well, the Tendencias Digitales survey suggests that these are the hot products:

  • Tickets for entertainment or travel
  • Computer accessories
  • Clothing/footwear/accessories
  • Books

Other research we’ve covered has shown a slightly different list for Latin America and specific countries, such as Argentina and Mexico.

To learn more about how we can help you reach Latin American shoppers all over the region or in specific countries, contact us at info@usmediaconsulting.com.

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