Tag Archives: latin america media agency Latin america media buying

why brazilians buy

Why Brazilians Buy

Marketers and advertisers are constantly looking to understand the motivations of their customers—the details that make the difference between adding a product to your shopping cart or leaving it on the shelf. While proprietary research offers insights for specific targets and products, some recent studies also offer some general guidance that all marketing, media and advertising professionals may benefit from. After a review, we identified a number of factors that spur Brazilians to buy, including:

Brand Reputation
Nearly half (49%) of Brazilians who responded to a survey from Draft FCB indicated that a brand’s reputation has the greatest weight when it comes to a purchase decision. In contrast, only 35% of U.S. consumers and 22% of German consumers gave the most weight to a brand’s reputation. In addition, a study from IBOPE Media showed that 66% of Brazilians (classes A, B and C) favor brands that have proven track records in the market, while 67% of class D Brazilians feel this way. Finally, in the same survey, 56% of Brazilians from classes AB think that a brand’s popularity means its products are of higher quality, while 59% of class C Brazilians and 67% of classes D/E Brazilians feel this way.

Discounts
In response to a survey from IBOPE Media’s Target Group Index, 83% of Brazilians said that it’s necessary for them to find discounts and deals before buying any product.

Durability
Another IBOPE survey showed that 70% of Brazilian consumers take durability into consideration when buying a product, along with price. Interestingly, this survey also showed that a product’s sustainability or a brand’s reputation for being concerned about the environment do not yet seem to strongly influence the purchase decisions of Brazilian consumers.

Previous Experience
Another Target Group Index survey showed that for 75% of Brazilians, their previous experience with a product determines their decision to purchase it.

Opinions of Family
In the same Target Group survey cited in the previous point, 68% of Brazilians say that the opinions of family members influences their purchase decisions. In contrast, only 31% of Brazilians said that friends’ opinions influence their purchase decisions.

Social Media
Recent data from IBOPE Media’s Many-to-Many study indicates that 77% of Brazilians follow brands on social media. However, it’s important to note that 84% of Brazilians under 34 follow brands on social media, underscoring the importance of social media when trying to reach a younger audience in Brazil.
On average, Brazilian women tend to follow brands on social media more than Brazilian men (82% of women follow brands versus 72% of men), and each Brazilian who follows brands on social media follows an average of 6 brands.
However, the most important statistic to consider from this study is that 84% of Brazilians take opinions of others on social media into consideration during a purchase decision. These Brazilian consumers say opinions found on social media are most relevant when they are considering the purchase of electronic products (64%), telephone services (50%) and tourism (38%).

Other key points to consider when it comes to Brazilians and social media:

  • Irrelevant or repetitive content posted by brands on social media are the main reasons Brazilians stop following them
  • For 60% of Brazilians, too many messages posted on social media by brands lead to unfollows
  • Promotions, learning new things about the brands and being a customer are the top reasons for Brazilians following brands on social media

Online Advertising
In another IBOPE survey done in 2012, 22% of Brazilians said that web ads served as motivation for them to buy products or services on the Internet during the past and 17% said that ads on sites they visited were instrumental in their purchase decisions. In addition, 49% said that online sponsorships are an effective way to advertise a product and 37% said that banners are useful for finding interesting subjects on the Internet. Finally, nearly half of Brazilians (47%) say they prefer ads that are related to the content on the websites they visit and 28% are influenced by advertising on social networks.
To explore how we can help you reach Brazil’s growing ad market, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

why online ads deliver

Why Online Ads Deliver Massive E-commerce Sales in Brazil

A recent study from Hi-Midia and M.Sense shows the importance of having strong digital advertising campaigns in Brazil—especially when it comes to reaching online shoppers in the country. According to the study results, 77% of the Brazilian e-shoppers surveyed said that they get information about products on search sites, social networks, blogs or corporate web sites. Nearly half of these online shoppers (47%) say that online ads are very influential in their purchase decisions, while only 38% say that TV ads are very influential in their purchase decisions.

What They Buy
For most (76%) of the online shoppers in the Hi-Midia/M.Sense study, the most popular products to buy online were appliances and computer products. Other popular products for the Internet shoppers included in the survey were books and clothes. These results are very consistent with those reported by other surveys of Brazilian online shoppers.

Why These Results Matter
Brazil was responsible for 59% of the e-commerce sales in Latin America in 2011. In 2012, e-bit, a consulting firm that tracks e-commerce sales in Brazil, projected that online sales in the country would reach R$ 22 billion (US$11 billion). In addition, the company predicts that e-commerce sales in Brazil will increase by more than 25% in 2013 to reach R$ 28 billion (US$14 billion). In 2008, e-commerce sales in Brazil totaled US$3.5 billion—so in 5 years, e-commerce sales have gone up by 300% in Brazil. And just recently, during Christmas 2012, e-commerce sales reached more than R$ 3 billion (US$1.5 billion), with 96% of Brazilian online shoppers researching products online before buying.

Given the volume of online sales in Brazil and the direct relationship between the medium that serves to both advertise products and then close the sale, it seems obvious that advertisers need to increase their online investment. This is especially true for firms whose products are highly popular among Brazil’s online consumers: fashion brands, computer companies (especially those that make tablets or notebooks), appliances and electronic manufacturers, as well as book publishers.

To explore how we can help you reach Brazil’s growing ad market, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

what brazilians will buy 2013

What Brazilians Will Buy in 2013

Recently, we covered what Brazilians were buying in 2012, highlighting strong sales in a variety of product categories. But now IBOPE is sharing the results of a new study of 27 million Brazilian households that looked at their buying habits.

According to the study’s results, here are the top products that Brazilians reported buying during the past 12 months:

  • Cell phone                      20%
  • TV                                    11%
  • Computer/notebook      9%
  • Digital camera                 6%
  • Refrigerator                     5%
  • DVD player                      4%

 

Here’s what Brazilians plan to buy this year:

  • TV                                     8%
  • Cell phone                       5%
  • Computer/notebook      5%
  • Refrigerator                     5%
  • Washing machine          5%
  • Microwave oven             4%
  • Digital camera                3%

Along for the Ride
However, these weren’t the only products on the shopping lists of Brazilians in 2013. The survey found that 29% of the 71 million Brazilians living in metropolitan areas plan to buy a car in 2013. In terms of socioeconomic class, 37% of Brazilians from classes AB plan on buying a car in 2013, while 25% of class C Brazilians and 17% of classes DE Brazilians plan on buying a car this year.

Most Influential Media for Brazilian Car Buyers
When it comes to information sources that impact the purchase decision with a car, for class AB Brazilians the top media are direct mail promotions (76%), magazines (74%) and Internet (70%). Interestingly, radio (57%), newspapers (56%) and out of home media (56%) had greater influence on the auto purchase decisions of class AB Brazilians than TV (47%).
For class C, which now totals 103 million people and will have more purchasing power in 2015 than classes A and B combined, out of home was the form of media (44%) that most influenced their car buying decision. In second place were radio (43%), followed by TV (42%), newspapers (41%), Internet (30%) and magazines (23%).
For classes DE, TV was the form of media that most impacted their auto purchase decision (11%), while the other forms of media generated single-digit responses.

To explore how we can help you reach Brazil’s consumers, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Social Media Logotype Background

The Hottest Social Media Sites in Latin America

Recent research from comScore shows some major changes on the social media landscape in Latin America. Between November 2011 and November 2012, the increase in unique visitors to social media sites was relatively small, just 2%. However, there were crucial shifts in terms of the popularity of sites. Here’s a look at the hottest social media sites in Latin America.

#1 Ask.fm
Why did we rank it #1? It’s not the site with the most users: Facebook still rules social media in Latin America, without question. That said, this site, in which users interact with each other by asking and answering questions, has grown massively in Latin America, more than any other social site—by 5,000%. The site had 247,000 uniques in November 2011 in Latin America, and one year later reached nearly 13 million monthly uniques.

#2 Pinterest
While this site does not rank among the top 10 social sites in large Latam markets like Brazil, Argentina and Mexico, overall Pinterest has grown by 2,500% in Latin America: from 77,000 unique users in November 2011 to 2 million unique visitors in November 2012.

#3 Scribd
The document-sharing site has grown by 97% in Latin America since November 2011, boasting 6.6 million unique monthly visitors one year later.

#4 Tumblr
This blog social site ranks among the top 10 social media sites in many Latam countries and overall has grown by 86% in the past year to reach nearly 12 million unique visitors a month.

#5 Weheartit
This site is similar to Pinterest that allows users to store and share images that they like with other users. It’s grown by 43% in Latin America in the past year or so to reach nearly 3 million unique monthly visitors.

Other Significant Data Points about Social Sites in Latam

  • Facebook grew by 7% in Latin America between November 2011 and November 2012
  • As we indicated, Facebook is by far the biggest social media site in Latam, with 125 million unique visitors in November 2012—LinkedIn was #2, with 35 million
  • Orkut has dropped by 62% in Latin America and had 12.9 million unique users in November 2012
  • Deviantart.com, which is among the top 10 social sites in many individual markets in Latin America, grew by 12% in the region between November 2011 and November 2012
  • Twitter posted 24 million unique visitors in Latin America in November 2012 (#3 in the region) but posted a drop of 12% in uniques since November 2011
  • Despite ranking among the top 10 social sites in Argentina, Brazil and Colombia in November 2012, overall Badoo has dropped by 46% in unique monthly visitors since November 2011
  • Two sites whose November 2011 numbers were listed as N/A by comScore now have 2.5 million unique monthly users each in Latin America: Ning and MeetMe Media
  • A number of formerly popular social media sites in the region posted significant drops in the period cited by comScore, including Vostu (down by 68%), Sonico (down by 63%), Hi5 (down by 49%) and Myspace (down by 26%)

To find out how we can help you reach Latin America via social media or any other type of media, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Facebook Network

How Top Companies are Using Social Media in Latam

It’s clear that social media are hugely popular in Latin America and reach more than 90% of the region’s 232 million Internet users. Given this, how are companies in Latin America using social media to further their marketing efforts? A new study from Burson-Marstellar analyzed these efforts by looking at the social media strategies of the top 25 companies in Argentina, Brazil, Chile, Colombia, Mexico, Peru, Puerto Rico, Uruguay and Venezuela.

We’ve grouped together some of the key takeaways of the study for marketing, media and advertising professionals.

65% ARE USING AT LEAST ONE SOCIAL MEDIA PLATFORM
This is an improvement from 2010, when only 49% of the Latin American companies were using social media. However, Latam firms are clearly behind the rest of the world in this regard: globally, 87% of companies are using at least one social media platform.

BRAZILIAN AND VENEZUELAN COMPANIES LEAD THE REGION IN SOCIAL MEDIA USE
In 2012, 88% of the Brazilian companies and 84% of the Venezuelan companies analyzed by the Burson-Marstellar study were using social media platforms. Other countries in which a large percentage of top firms report using social media include Colombia (76%), Mexico (76%), Chile (76%) and Argentina (64%). The lowest percentage was found in companies in Puerto Rico, where only 28% of top firms use social media. However, only 5% of companies in Puerto Rico were using social media in 2010, so the rate quintupled in just two years, obviously indicating growth in this area. 

FACEBOOK AND TWITTER ARE THE PLATFORMS OF CHOICE
In 2012, 50% of the firms studied were using Facebook and 53% were using Twitter. In third place was YouTube (31%), with Google+ in fourth place (20%). This data is interesting when you consider that comScore results indicate that Google+ is not among the top social media sites in Latin America’s largest markets. For example, in November 2012, the top social media sites in Brazil in descending order were Facebook, Orkut, LinkedIn, Twitter, Ask.fm, Tumblr, Scribd, Badoo, Deviantart and Vostu. With the exceptions of Orkut and Vostu, these are the top social sites in Argentina, Mexico and Colombia.
Of course, the issue could be about fit. LinkedIn is for professional contacts, Badoo doesn’t accept advertising and is focused on meeting people, Deviantart is about posting artwork, Scribd is a document sharing site and Ask.fm is a Q&A site.
That said, Latin American firms may want to consider Pinterest, a site that many American firms are including in their social media mix. Pinterest is gaining ground in all of these markets and has cracked the list of the top 20 social media sites in Latin America, though not the top 10—yet.

COMPANIES IN BRAZIL AND MEXICO HAVE THE MOST TWITTER FOLLOWERS
Compared to 2010, companies in Brazil and Mexico have skyrocketed in followers. For example, Brazilian firms had an average of 4,206 social media followers per account in 2010 and in 2012 this figure reached 66,958; in Mexico, the average went from 2,240 social media followers to 43,107. That said, companies in other countries have also seen huge increases in the amount of followers per account:

  • Argentina: from 777 in 2010 to 19,023 in 2012
  • Chile: from 1,624 in 2010 to 13,000 in 2012
  • Colombia: from 525 in 2010 to 8,496 in 2012
  • Peru: from 85 in 2010 to 4,814 in 2012

In all of Latin America, the average amount of social media followers of these top 25 firms went from 2,626 to 33,077.

THE PERCENTAGE OF COMPANIES WITH FACEBOOK PAGES SPIKES IN ARGENTINA, BRAZIL, PERU AND PUERTO RICO

In these countries, the percentage either doubled or nearly doubled: up by 48% in Argentina, by 52% in Brazil, by 60% in Chile and by 52% in Peru. However, the firms in Colombia showed the most impressive growth. The amount of firms in Colombia with Facebook pages went up by 76% between 2010 and 2012.

BRAZILIANS TALK THE MOST ABOUT COMPANY FACEBOOK PAGES
An average of nearly 45,000 Brazilians are talking about company Facebook pages, much more than in any other country.  No other country in Latin America even comes close to this massive level of engagement. The country that occupies second place in the amount of people discussing company Facebook pages is Peru, with just 7,781 doing so.

30% OF LATIN AMERICA’S TOP FIRMS ARE SHARING CONTENT ON YOUTUBE
Mexico has the highest percentage of firms that share content on YouTube at 52%, followed by firms in Chile and Brazil (each with 48%) and Argentina (32%). These figures are somewhat surprising given that Latin Americans are watching online videos more than ever.

THE MAJORITY OF LARGE COMPANIES IN LATIN AMERICA ARE NOT USING GOOGLE+
Currently 20% have a Google Plus page, compared to the global average of 48%.

To explore how we can help you reach Latin Americans via social media or any other type of media, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

latam online ad spend

In 2013, Latin America Will Be #2 in the World in Digital Ad Spend

According to new projections from eMarketer, in 2013 online ad spend in Latin America will grow by 23%, more than any other region in the world except for the Middle East. And although Brazil remains the region’s largest online market, Mexico will lead Latin America in online ad spend growth in 2013: the country will post an increase of 32.1% in digital ad spend. Argentina will be in second place in 2013, growing by 30% in online ad spend, while Brazil will grow by 20%.

Emarketer also notes that in 2012, these three markets grew robustly in their online ad spend: Mexico’s 2012 online ad spend grew by 34%, while the online ad spend of Brazil and Argentina in 2012 grew by 40% in each country.

That said, online’s share of overall ad spend in Latin America will not grow as robustly. In 2012, online’s share of ad spend was 9.7% in Latin America and eMarketer projects online’s share of overall ad spend will reach 14% in Latin America by 2016. In contrast, online’s share of ad spend in North America will go from 22% in 2012 to 29% in 2016. Of course, the obvious reason for this is the stark difference in Internet penetration between the two regions: 40% for Latin America and 78% for North America.

Despite this, several factors could cause online’s ad spend share in Latin America to grow faster than projected. First, it’s projected that Internet penetration in the region will reach 60% by 2015, resulting in 359 million Internet users in Latin America, a gain of 127 million compared to the amount in 2012. In addition, e-commerce continues to grow spectacularly in Latin America: it grew by 44% in Argentina in 2012, by 40% in Mexico in 2012 and is projected to grow by 28% in Brazil during 2013. And 2012 statistics from e-bit indicated that 65% of Chilean Internet users shop online.  This affects online advertising because both search and banner advertising influence the purchases of Latin American online shoppers. Finally, as both mobile and social media increase their reach in Latin America, advertisers will need to increase their spend in these areas to continue to reach their customers.

To find out how we can help you reach Latin America via Internet advertising or any other type of media, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Brazil’s Mobile Ad Spend is Set to Spike

In Brazil, as smartphone penetration deepens, tablet sales keep growing and social TV becomes more popular, advertisers are investing more in mobile. In 2012 they spent US$24.6 million on mobile ads in Brazil, around 1.2% of Brazil’s digital ad spending. However, by 2016 eMarketer projects that mobile’s share of online ad spend in Brazil will reach 4.9% by 2016 and total US$198 million.

But increasing mobile ad spend isn’t justified solely by device adoption—mobile is transforming the way that Brazilian Internet users go online and how they consume content.

Here some examples of how.

Research
In May 2012, Google’s Our Mobile Planet study showed that 80% of Brazilian smartphone owners say that they research products with their phones before buying them. In an article in O Globo, Google’s Director of Mobile Platform Content, Peter Fernandez, was quoted as saying that more than 10% of the online searches in Brazil are done via mobile phones. Beyond researching products, Brazilians also use their phones to find their way around: an Ericcson ConsumerLab study showed that using maps to navigate was the #2 activity that Brazilian smartphone owners engage in with their phones.

Watching TV and Movies
The Ericcson study listed watching TV shows and movies online as top activities for Brazilian smartphone users.

Social Media
A recent study by Nielsen showed that 4 out of 10 Brazilian internautas use mobile phones or tablets to access social networks. In addition, the same study showed that 56% of Brazilians report watching TV while using social media.

Shopping
In addition, Brazilian mobile Internet users are using their mobile phones to shop online in record-breaking numbers. In fact, the latest projection from the Câmara Brasileira de Comércio Eletrônico (camara-e.net) is that mobile shopping in Brazil will increase by 657% in 2013 to reach a total of more than R$ 2 billion (US$1 billion). According to camara e-net, in 2012 online sales in Brazil via tablets and smartphones rose to 10%, double the percentage in 2011. More than half of the mobile sales took place with iPads (51%), while 20% of the sales happened with iPhones. In addition, Roni Cunha Bueno, marketing director of online retailer Netshoes, recently indicated that mobile accounted for 4% of the company’s sales in 2012 and will account for 10% of sales in 2013.

To explore how we can help you reach Brazil’s mobile market, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Ad Spend in Brazil to rise by 10% in 2013

According to Warc, a global marketing information service, ad spend in Brazil will increase by 9.8% in 2013, growing by another 12% in 2014.

Warc published this projection as part of its Consensus Ad Forecast report. The sharp increase for Brazil is significantly higher than the increase in global ad spend, which Warc predicts will be 4% in 2013. Brazil’s projected 2013 growth in ad spend is less than that of Russia (12.3%), but higher than that of China (10.9%) and of the United States (2.2%). In 2014, Warc projects that Brazil will lead the world in ad spend, with growth of 12.1%.

Growth in Different Forms of Media
According to Warc’s forecast, Internet ad spend will grow by 20.5% in Brazil in 2013, while TV ad spend will grow by 10.3%, out of home ad spend will grow by 9%, radio ad spend by 6%, magazine ad spend by 3.9% and newspaper ad spend will grow by 5%. In fact, Brazil is one of only three countries in the world (along with Russia and India) in which newspapers will post growth in ad spend in the next two years: everywhere else, newspaper ad spend will contract by 2.7%, says Warc.

To explore how we can help you reach Brazil’s growing ad market, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Technorati Registry

Claim code: Z7SMME76TH4X

This post is to register the Latin Link blog on Technorati.

Tags to use include Latin America, Latin America business, Brazil business, Latin America advertising, Brazil advertising, Brazil Internet, Latin America Internet, Latin America media, Brazil media, Brazil media buying, Latin America media buying,

Ecommerce Latam

8 Insights about E-Commerce in Latin America

It’s pretty obvious that e-commerce has taken off in Latam and in fact, in July we reported that online sales in the region will reach US$69 billion in 2013.

However, what may be more relevant to professionals in media, advertising and marketing is how Latin Americans are buying online. Recently comScore published a study about this—focusing on online consumers in Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela—and below we highlight 8 key insights to consider.

#1:       MOST RESEARCH ONLINE BEFORE BUYING
According to comScore, every week 8 of 10 Latin Americans search for and research products online before buying. This figure isn’t exactly surprising, since it dovetails with other studies that have reported similar results. For instance, a study from Google, IAB Europe and TNS Infratest indicated that between January and May of this year, 57% of online consumers in Mexico and 63% of online consumers in Brazil researched products online before buying. And according to the  Cámara Argentina de Comercio Electrónico (Argentine Chamber of E-Commerce), 75% of Argentines research products online before buying.
In addition, another study done by Google and D’Alessio IROL in 2011—focusing on more than 3,500 online shoppers from Peru, the Dominican Republic, Puerto Rico, Costa Rica, Panama, Ecuador, Colombia and Chile—indicated that 6 out of 10 shoppers first become interested in a product after finding it online and the same amount said they ended up buying a product after finding it via an Internet search.

#2:       THEY SPEND A LOT
Of the Argentines surveyed by comScore, 75% said they spent between US$100 y US$1,000 in online purchases during the past 3 months, with the majority (31%) spending between US$100 and US$250. For their part, 66% of Brazilians spent between US$100 and US$1,000 in online purchases in the past 3 months, with 14% spending more than US$1,000. It’s also worth noting that 17% of Venezuelans reported that they spent more than US$1,000 through e-commerce in the past 3 months, with 73% reporting that they spent between US$100 and US$1,000 in the same period. The same high percentage reports spending in the latter range in several other countries, including Chile (76%), Colombia (69%), Mexico (78%) and Peru (78%). That said, in Chile, Argentina, Colombia, Mexico and Peru, most people reporting spending between US$100 and US$250 on e-commerce purchases in the past 3 months.

#3:       MOST USE CREDIT CARDS
Despite the relatively low penetration of credit cards in Latam, in comScore’s study, 74% of the Latam Internet users surveyed said that they use credit cards to buy online. Among the other payment methods they reported using were electronic funds transfer (41%), debit card (41%) and cash on delivery or COD (26%).

#4:       WHAT THEY BUY THE MOST ARE CLOTHES AND ELECTRONICS
The comScore survey found that 43% of Latin American online consumers buy clothes and 41% buy electronics. Among the other hot products for Latam e-commerce shoppers are music/movies/videos (36%), appliances (35%), and computer hardware (33%), tickets to shows and events (31%) and apps (31%).
These results are similar to those reported by other sources, including the Brazilian Chamber of E-Commerce, the Argentine Chamber of E-Commerce, the Mexican Internet Association (AMIPCI) and the study from Google/D’Alessio IROL cited earlier.

#5:       ONLINE ADVERTISING INFLUENCES E-COMMERCE IN LATAM
According to the comScore study, there are 4 factors that influence in the online purchase process for Latin Americans. In order of importance, the first is going directly to an e-commerce site, the second is putting in a keyword into a search engine, the third is online advertising and the fourth is recommendations from family or friends.

#6:       MERCADO LIBRE CLOSES MORE SALES
Mercado Libre (known as Mercado Livre in Brazil) attracts 81% of Latin American online shoppers and 55% buy on the site. This makes Mercado Libre the most popular international e-commerce site in the region. While 53% of Latam consumers surveyed by comScore say that they visit Amazon, only 22% buy on it. And while 35% visit Wal-Mart, only 10% buy on it. The same happens with Carrefour: 28% visit it but only 8% buy on it. Based on these results, it seems that Mercado Libre is the market leader for e-commerce in Latin America among international sites targeting the region’s shoppers.

#7:       THEY TEND TO BUY LESS FROM LOCAL SITES
Based only on the purchase rates, it appears that Latin Americans do more of their e-commerce transactions on international sites rather than local sites. For example, even though 55% of Latin Americans buy on Mercado Libre, just 23% buy on Garbarino, an e-commerce site in the Argentine market. And Garbarino seems to have a higher rate of purchase than other local Argentine e-commerce sites, such as Fravega (17%), Falabella (17%), Sodimac (3%) and Netshoes (4%). In Brazil, consumers buy the most from Americanas (27%), while in Chile the top local e-commerce site in terms of purchase rate seems to be Falabella (41%). In Colombia, the site with the highest reported purchase rate is Éxito (31%). However, Falabella is the local site that Peruvians most buy from (41%), while Mexicans buy the most from Liverpool (25%).

#8:       90% USE THEIR SMARTPHONES FOR E-COMMERCE
Now, it’s important to note that this doesn’t mean that 90% are buying with their smartphones. In fact, only 23% of the Latin Americans that comScore surveyed reported making online purchases with their smartphones. However, Latin Americans are using their smartphones in other parts of the e-commerce process. For example, 60% use them to take photos of products, 56% send text messages to family or friends about products, 42% look for nearby stores, 40% read comments about products from other consumers and 39% use their smartphones to compare prices. In addition, 34% click on mobile ads and 24% scan QR codes to compare prices.

To learn more about how we can help you with a media campaign in Latin America, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]