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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.

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.

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%.

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%).

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.

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:

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.

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.

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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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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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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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.

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.


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.

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.

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.

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.

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.

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.


Chile tech

Chile is #1 in Latin America in Connectivity Technology

Developed by Nokia Siemens Network, the Connectivity Scorecard annually ranks the top 50 countries in the world in terms of how they use information and communications technology (ICT) infrastructure. It also measures how much governments, businesses and consumers make use of connectivity technology. The Scorecard divides countries into 2 categories—resource-driven economies and innovation-driven economies—and ranks them accordingly.

In 2011, Chile ranked #1 in Latin America and #2 among resource-driven economies like Russia, Brazil and Mexico. Its overall score as 6.21, not far from the scores of innovation-driven economies like the United States (7.82), the United Kingdom (7.06) and Canada (6.88).

What Drove the Rank
Nokia Siemens Network cited several factors in the country’s high ICT ranking:

• Internet and broadband penetration in Chile are among the highest in the region
• Chilean businesses have a high availability of international bandwidth and strong penetration of PCs
• A high secondary school enrollment rate, which boosts its scores in terms of business usage and skills

Also cited as part of Chile’s high score was its pioneering role in terms of new technologies. Chile was the first country in Latin America to launch services like mobile WiMAX, IPTV, wireless TVoIP, triple-play services and mobile voice-to-text. Chile was the second country—after Puerto Rico—to have 3G mobile services.

To find out how we can help you reach the Chilean or Latin American markets with a precisely targeted campaign, please contact us at info@usmediaconsulting.com.

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