Recently comScore released its Futuro Digital Report for Latin America. As always, there’s great intelligence here. We took a look at some of the key findings in order to apply them strategically and offer ideas for professionals in marketing, media and advertising.
#1 >>>Increase Social Media Campaigns
Social Media take up a huge portion of the time online spent by Latin American Internet users: 10 hours per visitor per month. In comparison, they only spend 4.5 hours per month on portals, 4 hours per month on services and 4 hours per month on entertainment. In addition, 5 of the top 10 countries with the highest engagement with social media sites are in Latin America: Argentina, Brazil, Peru, Chile and Mexico.
Beyond campaigns in Facebook, which clearly commands the most users of all social sites in Latin America, other options include sites with impressive growth in the region during 2012. ComScore’s report highlighted sites like ask.fm (770% growth), Pinterest (270%), LinkedIn (236%), Tumblr (98%) and Scribd (88%)
#2 >>>Use E-Commerce Tools to Boost Conversions
E-commerce continues to grow in Latin America. ComScore notes that visits to retail sites in Latin America went up by 16% and that retail sites have a 74% reach among the region’s Internet users. Department store sites (102%), home furnishings sites (65%) and sports equipment sites (65%) were among the retail Web sites with the most growth in 2012.
New technology offers a way to track e-commerce shoppers who navigate sites without buying and retarget them with ads in Facebook. Contact us to find out more about how this works and how it may help you boost conversions.
#3 >>>Consider More Campaigns on Music Sites and Video Sites
In its report, comScore noted that 94% of Latin American Internet users visit entertainment sites, which include both music and online video.
More than 95% of Argentine Internet users watch online videos and these sites have strong penetration in other key markets, like Chile (91%), Brazil (86%) and Mexico (81%).
In terms of music, sites like last.fm—represented by US Media Consulting—rank among the top 10 entertainment sites in Argentina and Mexico and among the top 20 in Brazil and Colombia. In addition, it’s important to note that between 2011 and 2012, Internet radio sites in Argentina posted a 17% increase in unique visitors. Internet users in other Latin American countries are also starting to migrate to online radio, which explains why Spotify recently opened an office in Mexico and will be targeting Latin America.
#4 >>>Target Users on News Sites
Overall, comScore reports that 85% of Internet users in Latin America visit news sites, higher than the global average of 76%. In terms of specific markets, 94% of the Internet users in Peru, Argentina and Chile visit news sites, while 88% of internautas in both Mexico and Brasil do so. Nearly 85% of Internet users in Colombia visit news sites, while the rates are lower for the online audiences of Venezuela (66%) and Puerto Rico (55%).
#5 >>>Add Mobile to the Mix
The comScore report indicates clearly that the large majority of web traffic in key Latam markets is from PCs as opposed to mobile devices. For example, 93% of the web traffic in Argentina and Brazil is from PCs, while PCs account for 90% of the web traffic in Chile and for 86% of Mexico’s.
That said, nearly 10% of the web traffic in Mexico is from mobile phones and another 3.5% comes from tablets—that’s a total of 13% that can be reached via a mobile campaign. In addition, the significant growth in mobile device adoption in Mexico, Brazil and Argentina will continue to boost mobile’s share of web traffic.
In fact, Ericcson predicts that by 2018 Argentina will have 70 million mobile subscribers and that Chile will have 50 million. In Brazil, mobile broadband subscriptions grew by 60% in 2012 and Yahoo! Insights reported that at the end of 2012 Brazil had 51 million mobile Internet users—and will have 110 million mobile Internet users by 2015.
To find out how we can help you reach Latin Americans via Internet or any other type of media, please contact us.
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