Recently Ipsos MediaCT published the results of a study that it did of Internet users in Colombia, a follow-up to an earlier survey it did in 2010. Ipsos surveyed more than 1,000 Colombian internautas located around the country and from all socioeconomic groups. Some of the key findings that are relevant to professionals in media, marketing and advertising include:
1. 8 of 10 Colombians access the Internet
This figure of 80% applies to Colombian cities with more than 200,000 people aged between 15 and 55. In 2010, this figure was 74%, which suggest access is growing.
2. More Than Half Go Online Every Day
Nearly 54% of Colombian Internet users reported going online 7 days a week, while 20% use the Internet between 3 and 6 days per week. Colombian Internet users spend an average of 2.6 hours per day online.
3. Home and Work Access Are Growing
The percentage of Colombians who report going online from home went up by 6%, from 65% in 2010 to 71% in the most recent survey. In addition, more Colombians report accessing the Internet at work (15%) than in 2010 (12%). Notably, fewer Colombians report going online from Internet cafes (20%) than in 2010 (29%).
4. Social Media, Search & Videos Are Top Online Activities for Colombians
Here’s a breakdown of what Colombians say they do the most when they go online:
5. Mobile Use Continues to Grow
While 15% of Colombian Internet users reported having a smartphone in 2010, 23% reported owning smartphones in 2012, an increase of 53%. Tablet ownership went from 0% in 2010 to 3% in 2012, while laptop ownership went from 28% in 2010 to 39% in 2012.
6. Tablets Top Their Wishlists
When asked which kind of mobile device they would most like to buy, 21% of Colombian Internet users picked tablets. These devices were highest on their wish list, higher than smartphones (13%), laptops (10%), 3D TVs (7%) and Plasma TVs (6%).
7. Smartphones and Tablets Gain Ground with Upper Classes
Not surprisingly, smartphone penetration is deepest among the higher socioeconomic strata, with 50% of people in Strata 6, 60% of those in Strata 5 and 46% of those in Strata 4 all owning smartphones.
8. Cell Phones Are Gaining Popularity as a Way to Listen to the Radio
While 73% of the Colombians surveyed listen to the radio at home, 40% report listening to the radio through their cell phones.
9. 30% of Colombians Watch Movies on Their Computers
While DVD players were by far the most popular format for watching movies among Colombians (78%), a significant portion now report watching movies on their PCs, offering an opportunity for online video advertising.
10. Streaming and Netflix Gain Popularity in Colombia
When asked to pick online activities they’ve performed in the past 3 months, 15% of Colombian Internet users said they watched movies on free sites like Cuevana, 5% reported going to pay sites like Netflix to watch movies and 12% said they downloaded movies for free using programs like Ares.
To find out how we can help you reach Colombian consumers via media campaigns of all types, please contact us.