Tag Archives: Javier Montanaro latinlink.usmediaconsulting.com

argentina 2

Argentina Leads the World in Social Media and Mobile Internet Use

A recent report entitled We Are Social outlines several key points about how Argentines use both social and mobile media. Below we highlight the statistics that could have impact on your next campaign.

#1 Argentina Is a World Leader in Internet Use
Argentines spend an average of 5 hours and 11 minutes a day using the Internet. In time spent online, Argentina leads Australia, Canada, China, France, Germany, Italy, Japan, Russia, South Korea and the United Kingdom. In addition, Argentina is practically tied with the United States in the average time Internet users spend online: U.S. internet users average 5 hours and 13 minutes a day online, just 2 minutes more than Argentine Internet users.

#2 Argentina Leads the World in Social Media Use
Argentine Internet users spend an average of 4.3 hours per day on social media, the highest average in the world, exceeding the social use of Mexico (3.8 hours per day) and nearly double the amount of larger Internet markets like the United States (2.3), Canada (2.3) and China (1.5), among others.

#3 Argentina is a World Leader in Social Media Penetration
According to the report, Argentina is at 56% social media penetration in the sense of having more active users of its largest active social network. Argentina is at the same level as the United States, just below the United Kingdom (57%) and higher than Mexico (43%) and Brazil (43%).

#4 Argentina is a World Leader in Mobile Internet Use
Argentina’s mobile internet penetration rate is 42% and Argentine mobile Internet users spend an average of 3 hours and 25 minutes a day using mobile Internet. While a number of other countries have a deep mobile Internet penetration rate, Argentine mobile users use the Internet for much more time than users in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, Singapore, the United Kingdom and the United States.

To find out more about how we can help you reach Argentina’s Internet users via a targeted online campaign that maximizes these market tendencies, please contact us.

Latam mobile trends

8 New Trends in Latin America’s Mobile Market for 2013

Due to our work in constantly implementing mobile campaigns for a variety of clients, here at US Media Consulting we’re very focused on monitoring trends in Latin America’s mobile markets. And since our story last year, new trends have emerged. To help marketers, advertisers and media professionals make better-informed decisions when it comes to their mobile ad campaigns in Latin America, we’ve decided to share a few of the trends we have observed.

1. SMARTPHONE SALES ARE SPIKING POWERFULLY IN LATAM
According to IDC, smartphone sales in all of Latin America during the first quarter of 2013 reached 16.6 million units, an increase of 53% compared to the same period in 2012. In the second quarter of 2013, research firm Gartner reported that smartphone sales in Latin America increased by 55%. Only the Asia-Pacific region had a bigger increase in smartphone sales. Several markets in Latin America are reporting impressive gains in smartphone sales thus far, including:

And while smartphone sales only went up 2% in Argentina in the first quarter of 2013, smartphones now account for 47% of the cell phone sales in the country. In Colombia, smartphones represent 30% of the cell phones imported into the country, compared to just 10% in 2011.

2. TABLET SALES ARE GROWING EVEN MORE THAN SMARTPHONE SALES IN LATIN AMERICA
According to IDC, tablet sales in Latin America totaled more than 3.5 million units in the first quarter of 2013, compared to 1 million in the first quarter of 2012, an overall increase of 234%.

3. ANDROID IS THE DOMINANT MOBILE OPERATING SYSTEM IN LATIN AMERICA
This is according to StatsCounter, which recently reported mobile figures covering the period of April to June 2013 in Latin America. Here’s a breakdown by country:

  • Argentina: Android has a 63% market share, followed by Nokia (9%), Symbian (8%) and iOS (7%)
  • Bolivia: Android has 54% share, followed by iOS (13%)
  • Brazil: Android has 50% market share in Brazil in terms of mobile devices, trailed by Nokia (15%) and iOS (15%)
  • Chile: Android has a 63% share, followed  by iOS (25%)
  • Colombia: Android has a 43% share, followed by iOS (23%) and Blackberry (13%)
  • Ecuador: Android has a 40% share, followed by iOS (20%), Nokia (14%) and Blackberry (11%)
  • Paraguay: Android has a 40% share, followed by Nokia (29%) and Symbian (13%)
  • Peru: Android is at (58%) and iOS is at 13%
  • Uruguay: Android has a 48% share, followed by Nokia (16%) and iOS (12%)
  • Venezuela: Android has a 44% share, followed by iOS (19%) and Blackberry (18%)

While Statscounter did not report market share for Mexico in terms of mobile operating system, Kantar Worldpanel released figures in June 2013. According to these figures, Android has 62% share in Mexico, followed by Blackberry (11%), iOS (9%), Nokia (8%) and Windows (7%).

4. MAJOR LATAM MARKETS PREFER MOBILE PAYMENTS
A study from Ipsos OTX and Ipsos Global @dvisor indicates that 48% of Mexican Internet users would prefer to make payments with smartphones or tablets rather than with their wallets. For their part, 47% of Argentine Internet users and 38% of Brazilian Internet users would prefer to use these mobile devices to make payments.

5. MOBILE INTERNET CONTINUES ITS RAPID GROWTH IN LATIN AMERICA
IBOPE recently reported that 52 million Brazilians use mobile Internet, while mobile broadband subscriptions grew by 42% in Chile, by 39% in Mexico and by 18% in Colombia in the first quarter of 2013. In March 2013 Brazil had 103 million active mobile broadband subscriptions, a 38% increase compared to March 2012. In addition, a recent report from Ericsson projects massive increase in mobile Internet subscriptions in Latin America by 2018, including:

6. MOBILE ADVERTISING IN LATIN AMERICA WILL GROW BY 85% IN 2013
This is the projection from eMarketer, a major increase compared to previous years. Brazil, not surprisingly, seems to have the most potential for growth: eMarketer predicts that it will surge from US$60 million in 2013 to US$132 million in 2014 and eventually reach US$731 million by 2017.

7. MOBILE BANKING WILL GROW BY 65% IN LATIN AMERICA
According to the Federación Latinoamericana de la Banca (Feleban), the amount of Latin Americans who access their banks via mobile terminals will increase by 65% per year in the coming years and total 140 million by 2015.

8. MORE LATIN AMERICANS ARE ACCESSING SOCIAL MEDIA VIA MOBILE DEVICES
There’s significant evidence that suggests that targeting Latam mobile users on social sites should deliver some strong results. For instance:
More than 77% of Argentine mobile users go to social media sites with their devices. Recently, E.Life reported identical results: 77% of Brazilians who go online with mobile phones go to social media sites. Nielsen reported similar results for Brazilian smartphone owners, indicating that 75% use their smartphones primarily to visit social media sites. An Ipsos survey of Colombian smartphone owners indicated that 81% use their phones to go to social media sites.
More specifically, Facebook recently reported that 74% of the 47 million Facebook users in Mexico access the site via mobile devices, compared to 57% of Brazilian Facebook users and 59% of Argentine Facebook users.
Overall, these figures aren’t a major surprise considering that as far back as October 2011, Pyramid Research predicted that Latin America would have 116 million mobile users of social media sites by 2015.

To find out how we can help you reach Latin American mobile users with a precisely targeted campaign, please contact us.

8 key points about e-commerce in Chile

8 Insights about E-Commerce in Chile

Recent data indicates that e-commerce is growing significantly in Chile, up 20% in 2012 to reach US$1.5 billion in sales. But for marketers, advertisers and media professionals, it’s important to understand the behavior of e-commerce shoppers in Chile so as to refine online ad campaigns.

A recent study from UM Chile entitled E-commerce 2012 may help with this. It reveals a number of key data points about e-commerce in Chile:

Favorite Products of E-Commerce Shoppers in Chile

  1. Electronics
  2. Tickets to concerts and events
  3. Plane tickets

Most Popular E-commerce Sites in Chile

  1. Lan.com
  2. Falabella
  3. Mercado Libre

They Prefer Window Shopping Online

  • 88% of Chilean e-commerce shoppers go online to compare prices before buying
  • 11% of Chileans research product prices on social media

Coupon Sites Are Popular

  • 62% of Chilean Internet users are registered on a coupon site
  • Groupon is the most popular online coupon site in Chile, with 92% of those who are registered on coupon sites
  • Other significant coupon sites in Chile include Cuponatic (52% of Chilean coupon users are registered here), Let’s Bonus (51%) and Argupémonos (43%)
  • For Chileans, the favorite products to buy with online coupons are food, beauty products and technology products

Good Penetration
84% of Chilean Internet users have engaged in e-commerce while only 16% have never made an online purchase

Increasing Frequency
69% of Chile’s e-commerce shoppers made between 2 to 6 online purchases in 2012

More Time Spent as Shoppers

  • 77% of online shoppers in Chile have been buying products via the Internet for more than  2 years and 17% have been doing this for 6 or more years
  • Only 13% of Chilean Internet users were first-time online shoppers in 2012

M-commerce Still for a Minority

  • In 2012 only 3% of Chileans used mobile devices for e-commerce
  • 70% of Chileans used a laptop or a personal computer to shop online

To find out how we can help you reach Chileans or Latin Americans in general via Internet or any other type of media, please contact us.

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mobile internet woman

5 Insights into Mobile Web Users in Brazil and Mexico

We’ve seen clear indications of mobile web use spiking in all of Latin America through very clear market indicators. These include robust rates of smartphone/tablet adoption and gigantic upticks in mobile broadband subscriptions in Argentina, Brazil, Mexico, Colombia and several other markets.

However, for anyone considering increasing their mobile advertising campaigns in Latin America—or even trying out a mobile media campaign for the first time—understanding mobile usage patterns is key.

A recent large study from Accenture seems to offer some interesting data points about mobile Internet users around the world. The firm surveyed more than 17,000 people in 13 countries, including France, Germany, Austria, South Africa, Spain, Finland, Italy Russia, the United Kingdom and also Brazil and Mexico.

Here’s a look at some of the key takeaways that could help influence the direct of your next (or first-ever) mobile campaign if your target is Brazil or Mexico.

#1 Android Rules
For 90% of the mobile Internet users in Mexico and Brazil that were surveyed, the operating system is the most important thing to consider when purchasing a smartphone. Out of all respondents from all countries, 41% prefer Android, 22% prefer iOS and only 8% prefer Blackberry.

These Accenture results are consistent with Brazil results from Nielsen Brasil published in August 2012, in which 78% of the smartphones sold in Brazil in June 2012 used the Android operating system. However, it’s important to note that comScore’s Device Essentials study from March 2012 reported that 58% of the mobile Internet traffic in Brazil came from devices using the iOS system.

But wait—there’s more. In September 2012 Kantar Worldpanel reported that for June to September 2012, Android had a 47% market share in Brazil in terms of the operating systems of smartphones sold in that period, making it the leader over iOS, which only had 6%; Symbian was in second place with 26.7%. For Mexico, Kantar Worldpanel reports 37% share for Android, 29.7% for Research in Motion (the leader last year), 4.7% for iOS and 20.2% for Symbian.

As such, if you are targeting by operating system in these markets, it seems that Android will deliver the largest amount of mobile phone users in both Brazil and Mexico.

#2 Mexicans and Brazilians Go Social with Their Mobile Phones
More than 80% of Mexican mobile phone owners surveyed say they use their phones to send messages on social media, as well as to blog, tweet and send instant messages. Among the Brazilian mobile phone owners, 73% reported doing these activities with their phones.

#3 They’re Hooked on Internet-Ready Phones
Given this high rate of online activities with their phones, it’s not a surprise that 78% of the Brazilians and 61% of the Mexicans said that the cell phones they buy in the future will offer Internet access.

#4 They Want Mobile Deals, Not Mobile Annoyances
When it comes to attitudes toward mobile ads, the Accenture study didn’t offer specific figures for the Brazil or Mexico markets but rather for all of the countries included. However, this data is telling. Nearly 40% of the respondents said that they find mobile banner ads and mobile text ads to be annoying. However, 66% said they are open to receiving coupons, special offers and promotions on their mobile phones. As such, structuring mobile messaging around savings may yield a better response in these markets.

#5 They Have Not Reached the Tipping Point for Mobile Payments
While 39% of the respondents in the 13 countries said they’d like to use mobile payments, 45% said they’re not interested. And overall, only 16% said they make mobile purchases. Of those who do use their phones to shop, 55% use them to buy event tickets, 46% buy train or plane tickets, 39% buy clothes and 37% buy consumer goods.
Despite this low response in this survey, new research predicts an explosion in mobile commerce in Brazil in 2013. Read more here.
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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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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El-Caballero-Oscuro-La-Leyenda-Renace

El 70 por ciento de los argentinos ven películas online

Según un nuevo reporte de la consultora Business Bureau llamado Manifiesto de nuevos medios 2012, un 70 por ciento de los argentinos ven tanto películas como series de televisión a través del Internet. Un 85 por ciento de las personas entre 18 y 25 reportaron hacer esto, lo cual no sorprende, ya que los jóvenes tienden a adoptar nuevas tecnológicas más rápidamente.

Pero tal parece que no se trata de una actividad popular sólo entre los jóvenes. El estudio encontró que un 68 por ciento de las personas entre 45 y 49 años ven películas y series por Internet… y que el 59 por ciento de las personas de más de 50 años también lo hacen.

Además, comScore ya ha informado que los internautas argentinos ven un promedio de 132 videos por usuario cada mes. Cada día más, tal parece que pautar en sitios de videos online ya no es un experimento con nuevo formato sino una necesidad para llegar al público objetivo.

Fue por eso que creamos Jumba Video Network, la red publicitaria de videos online más extensa de América Latina.

Para mayor información sobre cómo podemos ayudarle a llegar a este creciente público de espectadores online, por favor comuníquese con nosotros.

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Argentine tablet user

Las ventas de tablets se disparan en Argentina

Según un estudio realizado por la consultora Carrier y Asociados, las ventas de tablets en Argentina han incrementado en un 69 por ciento. La empresa comparó el total de tablets vendidos en el país durante el primer semestre de 2012 —91.000— con la cantidad vendida durante el primer semestre de 2011. Apple cuenta con la mayor cuota del mercado argentino de tablets, un 23 por ciento. La Kyros de Coby ocupa el segundo lugar, con una cuota del mercado del 13 por ciento. Por su parte, Samsung cuenta con una cuota del mercado de tablets del 10 por ciento.
Otras empresas cuentan con cuotas menores:

• X-view (9 por ciento)
• Sony (8 por ciento)
• Blackberry (8 por ciento)
• Titan (7 por ciento)

El resto del mercado —una cuota que suma un 21 por ciento— lo comparten varias empresas adicionales, cada una con cuotas respectivas pequeñas. Cabe notar que en 2011, se vendieron 225.000 tablets en Argentina y Apple contó con una cuota del mercado de un 20 por ciento.

Para averiguar más sobre cómo llegar a los internautas argentinos con una campaña móvil, por favor comuníquese con nosotros.

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Argentine tablet user

Tablet Sales Spike in Argentina

According to a study done by tech consulting firm Carrier y Asociados, tablet sales in Argentina have gone up by 69%. The company compared total tablet sales during the first 6 months of 2012 —91,000 units—to the amount sold in the first half of 2011. Apple has the largest market share in the Argentine tablet market, with 23%. Coby’s Kyros has second place, with 13% market share. Samsung tablets have 10% market share in Argentina. Other companies with significant tablet market share in the country include:

• X-view (9%)
• Sony (8%)
• Blackberry (8%)
• Titan (7%)

The rest of the market share—21%—is divided up among a range of other companies with small respective shares. In 2011, 225,000 tablets were sold in Argentina and Apple had the largest market share at 20%. To find out how we can help you reach Latin America’s surging mobile market, please contact us.

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Latam mobile

Why Mobile Advertising is a Good Move in Latam

In recent posts we’ve documented the increase in mobile phone penetration, the rise of smartphones and tablets and other aspects of Latin America’s mobile market.

But those are external factors.

New research focuses on how smartphone users in Latin America react to mobile ads—and it’s very encouraging. According to Our Mobile Planet, a study of smartphone owners in dozens of countries conducted in partnership with Ipsos Media CT and TNS Intratest,  9 out of 10 smartphone owners in Latin American’s major markets notice mobile ads and over 60% make mobile purchases once a month.

While Our Mobile Planet doesn’t have numbers for all of Latin America, it does show some compelling data for the region’s major markets: Brazil, Argentina and Mexico. Here’s a country-by-country look at the results.


ARGENTINA

Penetration
Smartphone penetration is at 24% in Argentina. Given that Argentina’s total population is 41 million, this is a market of 10 million consumers.

Frequency of Use
71% of Argentine smartphone users access the Internet every day with their devices.

Activities
• 82% of smartphone owners in Argentina research products or service on their phones and 25% have bought products using their phones
• 83% of smartphone owners in Argentina multitask with other media: 57% listen to music, 37% watch TV, 27% read newspapers or magazines
• 68% of Argentine smartphone owners watch online videos and 21% use videos once a day
• 85% of Argentine smartphone users look for local information on their phones and 89% take action as a result
• 66% of smartphone owners in Argentina make mobile purchases once a month

Response to Mobile Ads
• 86% of Argentine smartphone users notice mobile ads: 56% do so while on a web site, 39% notice them while using a search engine and 22% while watching a video
• 76% of smartphone users in Argentina have performed a mobile search after seeing an ad
• 51% only look at the first page of results from their mobile searches

Actions After Seeing Ads
Once they sought information about businesses, 68% of Argentine smartphone owners visited the businesses, 34% made a purchase and 31% told others about them.


BRAZIL

Penetration
Smartphone penetration is at 14% in Brazil—with population estimated at 190-195 million, this is a market of 27 million consumers.

Frequency of Use
73% of Brazilian smartphone owners access the Internet every day on their devices and 73% don’t leave home without them.

Activities
• 80% of smartphone owners in Brazil research products or service on their phones and 31% have bought products using their phones
• 88% of smartphone owners in Brazil multitask with other media: 63% listen to music, 6% watch TV, 26% read newspapers or magazines
• 75% of Brazilian smartphone owners watch online videos and 21% use videos once a day
• 88% of Brazilian smartphone users look for local information on their phones and 92% take action as a result
• 66% of smartphone owners in Brazil make mobile purchases once a month and 38% expect to make more mobile purchases in the future

Response to Mobile Ads

• 94% of smartphone users in Brazil notice mobile ads, 42% while on a web site, 43% while using a search engine and 25% while watching a video
• 75% of smartphone users in Brazil have performed a mobile search after seeing an ad
• 47% of Brazilian smartphone owners only look at the first page of results from their mobile searches

Actions After Seeing Ads
Once they sought information about businesses, 66% of Brazilian smartphone owners visited the businesses, 55% made a purchase and 41% told others about them.


MEXICO

Penetration
Smartphone penetration is at 20% in Mexico—with population estimated at 113 million, this is a market of 22.6 million consumers.

Frequency of Use
66% of Mexican smartphone owners access the Internet every day on their devices and 72% don’t leave home without them.

Activities
• 84% of smartphone owners in Mexico research products or service on their phones and 26% have bought products using their phones
• 87% of smartphone owners in Mexico multitask with other media: 59% listen to music, 38% watch TV, 17% read newspapers or magazines
• 81% of Mexican smartphone owners watch online videos and 31% use videos once a day
• 91% of Mexican smartphone users look for local information on their phones and 88% take action as a result
• 62% of smartphone owners in Mexico make mobile purchases once a month and 33% expect to make more mobile purchases in the future

Response to Ads
• 93% of smartphone users in Mexico notice mobile ads, 58% while on a web site, 42% while using a search engine and 31% while watching a video
• 83% of smartphone users in Mexico have performed a mobile search after seeing an ad
• 46% of Mexican smartphone owners only look at the first page of results from their mobile searches

Actions after Seeing Ads
Once they sought information about businesses, 65% of Mexican smartphone owners visited the businesses, 28% made a purchase and 27% told others about them

Our Jumba Mobile Network and Jumba Video Network are two powerfully effective options for reaching the mobile markets in Argentina, Brazil and Mexico—as well as the rest of Latin America and U.S. Hispanics. To find out more, please contact us at info@usmediaconsulting.com.

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