Tag Archives: Latin America social media


4 New Social Media Trends Sweeping Latin America

Recent studies reveal some changes in the way Latin Americans are using social media. To offer professionals in marketing, media and advertising market insights that may be helpful for their next campaigns, we decided to highlight 4 of the recent trends we have observed.

#1 More Latin Americans Are Accessing Social Media Sites with Mobile Phones
In August, Facebook published data about its Latin American users. The social site indicated that it has 200 million users in Latin America, not a huge surprise given its deep penetration in the region. But what was surprising was the information Facebook revealed about its Latam users’ habits. Nearly 3 out of 4 Facebook users in Mexico (74.5%) connect to Facebook using mobile devices. Nearly 60% of Argentine Facebook users log onto the site with mobile devices and in Brazil, 58% of Facebook users go onto to site with either smartphones or tablets.
Of course, Facebook is not the only source that signals this trend. A study from Nielsen called The Mobile Consumer showed that 75% of the Brazilians they surveyed use their cell phones to go on social media, while a GfK Argentina study showed that 1 out of 3 Argentines access social media via their cell phones.

#2 More Than Half of Latin Americans Use Social Media for Business Purposes
A recent study from ESET Latin America—an antivirus company—showed that 51% of Latin Americans say they use social media for work purposes and nearly 50% share information about work through social media channels.

#3 Packaged Good Firms in Latin America Are Using Social Media More Than Ever
Market research firm Euromonitor recently noted the increase in social media use by companies that produce packaged goods. Among the main tactics the companies are using in Latin America are contests, special offers and free recipes. The report cites several examples, including a campaign for 15-minute recipes done by Wasil in Chile, a Facebook contest in Ecuador from Casero (an ice cream brand) and a campaign by Lay’s in Peru that allowed people to choose the next flavor for the brand’s chips. Download the report here.

#4 More Latin Americans Combine Social Media with Watching TV
The 2012 edition of the Ericsson Consumer Lab study involved consumers from several Latin American countries, including Chile, Brazil and Mexico. According to the study results:

  • 83% of Mexican consumers surveyed combine social media and TV
  • 79% of Chilean consumers combine social media and TV
  • 73% of Brazilians combine social media and TV

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



Why Online Ads Perform Well in Latin America

A recent worldwide survey conducted by Nielsen suggests that Internet advertising may be a particularly effective way to reach Latin American consumers. The Global Trust in Advertising Survey, published in April 2012, showed that Latin Americans respond more positively to online ads than people in other regions. Based on a survey of 28,000 Internet respondents in 56 countries, the Nielsen study asked Latin Americans about whether different types of online ads—on social media, those found in search engine results, banners and video ads—offered them relevant content. Compared to the global average, a significantly higher percentage of Latin Americans said that Internet advertising of all types offered them relevant content.
For example:

• 44% of Latin Americans say that the content in online video ads is relevant, compared to the global average response of 36%
• 53% of Latin Americans say the content in ads found next to search engine results is relevant, compared to the global average response of 42%
• 45% of Latin Americans say the content in ads on social networks is relevant, compared to the global average response of 36%
• 41% of Latin Americans say that the content in online banner ads is relevant, compared to the global average response of 33%

Nielsen’s study isn’t an isolated example. Studies from IAB Brazil and IAB Mexico, among other organizations, show the same kind of positive response to Internet advertising among Latin Americans.

To find out how you can connect with the growing Internet audience in Latin America, please contact us.

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Fast Facts for Latin American Media

Keeping up with what’s happening in Latam media is tough—even for a media representation and placement company like ours. We realize that this is even harder for professionals in the media, advertising and marketing industries who specialize in Latin America.

That’s why we put together some newer developments in Latin American media for you in short sections below. With a quick scrolldown, you can get updated on a variety of media in several important markets and access more information if you need it with a quick click.  We start off regionally:

>Digital Advertising Will Grow 15% in 2012 in Latam
This is according to a recent survey done by Portada. Read more here.

>Latin American Newspapers Keep Growing in Circulation
According to the World Association of Newspapers and News Publishers, circulation of Latin American newspapers went up by 2% in 2010 and by 4.5% over the past 5 years.

>Social Gaming Surges in Latam
At IAB Now in Argentina in fall 2011, Daniel Kafie, founder and CEO of Vostu, predicted that the social gaming market will hit US$1.6 billion in 2012. In Latin America social gaming is already a $330 million market. Read more here.

>E-commerce Booms In the Region
German research firm Ystats reports that the number of online shoppers in Latin America will grow by 20% a year over the next few years. More stats available here.

>3 Latin American Countries Among Top Facebook Markets
As of January 2012, Colombia was the fastest-growing Facebook market in the world, followed by Brazil and Mexico.

>Latin America is Growing Fastest in Ad Spend for Social Media
A survey by Grant Thornton LLP indicated that 78% of Latin American advertisers plan to increase their social media spend in 2012, more than advertisers in North America, Europe or Asia.

>Pay TV Revenues in Latin America to Reach $25 billion by 2016
This is according to a new report from Informa Telecoms and Media.

>Latin Americans Among the World’s Biggest Moviegoers
IBOPE AGB Mexico’s newest report offers these and other interesting facts about Latin American media.

Being More Specific
Here are some more fast facts about major media types  in specific markets of Latin America.

>Pay TV Penetration reaches 81%
This is according to a new study from the Latin American Multiadvertising Council (LAMAC).

>66% of Argentine Internautas Watch TV Online
A study from Mindshare Argentina recently reported these results, along with the fact that a lesser amount of Argentine Internet users—47%—watch free TV.

>6% of Shopping Searches in Brazil Come From Mobile Devices
This is according to Peter Fernandez, head of Mobile Marketing for Google in Latam, during the Mobile Marketing Association Forum in São Paulo in fall 2011. More info here.

>Brazilians A Huge Online Gaming Market
According to Juan Franco, founder and CEO of Mentez, 35 million Brazilians play online games on social media. In total, Brazilians spend US$2 billion a year on online gaming overall, which includes gaming on social media and mobile devices as well as massively multiplayer online (MMO) games.

>Online ad spend grew by 35% in 2011 in Chile
IAB Chile projects that online ad spend will make up 7% of the country’s overall ad spend in 2012, which is comparable to the 10% that online has reached in Brazil.

>88% of Chilean Internet Users Have Made An Online Purchase
A new study from Universal McCann Chile suggests that e-commerce is strong in Chile and breaks down the top products that Chilean Internet users buy.

>Mexico has 46 million Internet Users
According to E-Marketer, the country now has 40.5% Internet penetration.

>19% of Mexican Internet Users Watch TV on a Mobile Device Every Day
This is from Motorola Mobility’s Global Media Engagement study. See more here.

>Games Spending in Mexico Hits US$1.2 billion in 2011
Mexico’s gaming market continued to grow in 2011 and players spend 60% of their time on online or mobile gaming.

>E-Commerce in Mexico Grew 28% in 2011
This is one of many fascinating numbers from a recent study done by Asociación Mexicana de Internet and Visa.

>Online ad spend went up 50% in 2011
Uruguay joined other countries in Latam with spiking online spend—Internet now makes up 4% of the overall ad spend in the country. Read more here.

>Overall ad spend in Uruguay reached $249 million in 2011
This is a 7% increase compared to 2010, according to a report issued by the Asociación Uruguaya de Agencias de Publicidad—the Uruguayan Ad Agency Association.

To find out how we can help you reach Argentina, Brazil, Chile, Mexico or all of Latin America with an innovative media campaign, please contact us at info@usmediaconsulting.com.

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The Latest on Social Media in Latin America

Recent studies from comScore, the Associación Mexicana de Internet (AMIPCI) and other entities offer insights about how Latin Americans are using social media. Along with successful case studies and other behavioral data, these findings can be helpful for integrating social media strategy into general advertising, marketing or media plans. Here’s a look at some of the key takeways.

>>>Latin Americans top world rankings in using social media. ComScore reports that each Latin American spends an average of 7.6 hours per month on social media—the world’s highest average and more than double the time in the much more populous Asia-Pacific region.
Out of the top 10 countries in the world for social media usage in hours per person per month, 5 of them are in Latin America. Argentina ranks #2, just 0.4 hours behind Israel, while Chile is #5, Colombia is #8, Peru is #9 and Venezuela is #10.

>>>Latin American women are the heaviest users. While men on social media slightly outnumber women (50.9% to 49.1%), each Latin woman averages 8.2 hours per month on social media, while each man averages 6.9.

>>>Older people in Latin America are big social media users. Despite the perception that social media is for the young, in Latin America social media has a 93% penetration rate among users 55 and older. This is just behind North America, which has a 94.7% penetration rate with this age group.

>>>Facebook rules in Latam. Facebook has over 100 million users in Latin America—the #2 spot is held by Windows Live Profile, with 36 million.
>>>LinkedIn is strong in Brazil. LinkedIn grew by 428% in Brazil in 2010 and the country is among its top 10 markets in the world. To that end, LinkedIn debuted its Brazil office in September 2011.

>>>Facebook has overtaken Orkut in Brazil. This has been predicted for quite a while, but it didn’t happen until August 2011. According to IBOPE, Facebook registered 30.9 users in Brazil that month, while Orkut had 29 million.

>>>Slideshare is surprisingly popular in Latin America. The presentation website has significant reach in the region. It was #5 in the region for unique visitors in November 2011, behind Twitter. Out of the 10 most penetrated markets for Slideshare in terms of percent reach by unique visitors, 7 are from Latin America. It’s most popular in Peru—15.5% of  the country’s online audience visits Slideshare every month.
Google+ started off strong in Latam. Within a month of its launch, Brazil became one of the top 10 markets for Google+, ranking #6 with 793,000 users. Other Latin markets with significant Google+ numbers include Mexico (308,000), Argentina (213,000) and Colombia (200,000).

>>>Messaging is what they do most. According to AMIPCI’s study, sending public or private messages is the top activity for Latin Americans on social media. Photo sharing and profile updating are the next most popular. Towards the bottom of the list of favorite social media activities is following company brands.
>>>Social networking is #1 among Argentine Internet users. Between June 2010 and June 2011, social networking doubled in its share of online minutes spent by Argentine Internet users. Its skyrocketing popularity came at the expense of other online activities: time on portals, instant messaging and emails all dropped.

>>>Mexicans are divided on social media ads. AMIPCI’s study showed that 39% of Mexican Internet users like seeing ads on media, but 44% felt neutral about them. The remaining 17% didn’t like them. This conflicted attitude reflects other research done so far about Latin Americans’ attitudes about social media ads.
>>>Blogs are big, especially in Brazil. While technically not social media sites, blogs are related because of the way they engage readers and allow for discussion via comments. Among Latin American Internet users, 3 out of 4 visit blogs. Brazil is the most blog-happy: 85% of its internautas visit blogs. In addition, the Associacao Nacional de Jornais reports that the readership of the blogs of Brazil’s top journalists is larger than the circulation of the country’s top 10 newspapers. These popular blogs include those of Juca Kfouri, Patricia Kogut, Fernando Moreira and Marcelo Tas.

To find out how we can help you reach Latin America with a precisely targeted social media campaign, please contact us at info@usmediaconsulting.com.

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Brands Should Be Careful with Social Media in Latam

We’ve seen that social media can be a brand booster in Latin America. However, a new survey of 72,000 consumers shows they have mixed feelings about the social media presence of brands.
TNS carried out the study, called Digital Life, which surveyed customers in 60 countries—including Argentina, Brazil, Chile, Colombia, Mexico and Peru—about their online habits, including social media. Here’s a rundown of the key results.

The Good
• 43% of Latin American social media users see social sites as a place to buy products, with 48% of Brazilians sharing this view
• 44% of Argentines say social media sites are a good place to learn about products
• Several Latam countries are more open to brands on social media sites than they are resistant, including Brazil (32%), Colombia (31%), Peru (32%), Mexico (20%) and Chile (18%)
• 46% of Latin Americans talk about brands online, including 25% of Argentines
• 55% of Latin Americans say they’re driven to get involved with a brand online by promotions or special offers

The Bad
• 45% of Latin Americans don’t want brands to market to them via social media—they see the brands as invading their social space
• 53% of Brazilians don’t want brands to market to them via social media
• 44% of Argentines don’t want brands to market to them via social media
• 37% of Mexicans don’t want brands to market to them via social media
• More Argentines go online to complain about brands (13%) than praise them (11%)

The Confusing
The numbers paint a jumbled picture. On one hand, almost half of Argentines think that social media sites are a good place to learn about products. Yet the same amount doesn’t want brands to market to them on social media. About half of Brazilians see social sites as a place to buy products, but the other half doesn’t want to be bothered by brands on social media sites. A good number of Latin Americans seem open to special offers from products, yet others don’t.
To further muddle things, in the press release that TNS put out to discuss Digital Life’s results, the company said that “misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads…The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard—presenting a major challenge for businesses trying to enter into dialogue with consumers online.”
Okay—but this doesn’t really explain things. Clearly, many of the respondents in these countries are fine with brands reaching out to them social media. And none of the preliminary numbers suggest that consumers perceive social media efforts from brands to be digital garbage.

Moving Forward
What is clear is that Latin Americans—and other consumers—are ambivalent about brands reaching them via social media. In addition, companies risk being perceived as invading their customers’ social media space. But does this mean that brands are “polluting” the digital world with their social media efforts? Not necessarily.

What is does mean is that brands need to look very hard at their social media efforts in Latin America. This is a divided audience—half are glad to see you there and half are not. So the question is: how do you win over the other half? Obviously, the answer will be different for every company. To find those answers, brands may want to explore case studies of successful social media use to see what kind of best practices they can glean and apply. They should also do research in these markets to determine how social media users see their efforts and refine them accordingly. Overall, the survey results point to a need for brands to constantly monitor and improve their social media efforts to make sure that they’re having a friendly dialogue—not an annoying, alienating monologue—with their customers.

To learn more about how we can help you reach Latin America with a customized campaign, contact us at info@usmediaconsulting.com.

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4 Reasons Why Colombia Is Set to Star as an Online Market

It’s not as big as Brazil or Mexico—maybe that’s why it hasn’t gotten as much attention as an online market. However, Colombia has all the ingredients to become a power performer for Internet advertising. Here’s why.

#1: Growth in users. According to comScore, Colombia’s online population grew by 18% between May 2010 and May 2011, just behind Brazil (19%) and Mexico (21%) and with 9 times the amount of growth of Argentina (2%). This is part of a pattern of continual impressive growth. The amount of Colombia internautas grew by 27% between 2009 and 2010, and since 2000, the amount has grown by a whopping 2,267%.

#2: Strong penetration. Colombia now has 50% Internet penetration, behind Argentina (66%), and Chile (54.8%) and well ahead of Mexico (35%) and Brazil (37%). It’s also important to note that Colombia has 22.5 million Internet users, more than double the amount in Chile and just behind Argentina (27.5 million). In fact, it’s in the top 4 in Latin America among users, along with Mexico, Brazil and Argentina.

#3: Huge online ad spend increases. In 2010, Colombia’s online ad spend shot up by 56% to $41 million. This was the largest growth in online ad spend in all of Latin America.  And Colombia’s online ad spend is expected to grow by another 40% in 2011. Marketers are realizing that online is an excellent way to reach consumers in this market—studies show that 90% of Colombian Internet users go online to research products before buying.

#4: Top rankings in key areas. Colombians search more online than anyone: they perform 233 searches per users, much more than Mexico (178), Argentina (175), Brazil (150) and even more than the United Kingdom (162). They’re also active on social media: these have a 90% penetration rate in the country.
However, it’s important to note that display ads appear to be the preferred way for advertisers to reach the Colombian market. In fact, in 2010 almost 83% of the online ad spend in Colombia was used for display ads. No surprise there, since this type of ad helps advertisers reach premium audiences via portals and high-traffic sites.

In Colombia, our team represents a range of media, including Wall Street Journal, Gamespot, CNET and last.fm. We also help clients reach a variety of important segments with Jumba, our performance ad network.

To learn more about how we can help you reach Colombia’s powerful online media market, contact us at info@usmediaconsulting.com.

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