Tag Archives: Netshelter

4 groups clave

How to Reach the 4 Top Segments of Internet Users in Mexico

The Estudio de consumo de medios entre internautas mexicanos (Study of Media Consumption Among Mexican Internet Users) was recently published by IAB México, Millward Brown and Televisa.com. Beyond highlighting important tendencies among Mexican Internet users, this study also identified several key segments in the country’s online audience. Among them were:

  1. Executives: middle and upper management at firms.
  2. Teens: Defined as Internet users between 13 and 18, at 25% this is the largest subgroup among México’s Internet users.
  3. Digital moms: women with children aged o to 12.
  4. Heavy users: people who use the Internet more than 5 hours a day and who find the medium to be indispensable.


Connection Keys
Reaching these different segments is a matter of matching each one with the right media. Here’s how to do it.

EXECUTIVES>>>Not surprisingly, this segment reads business news. US Media Consulting represents The Wall Street Journal in Latin America and this site has good reach with Mexican executives (113,000 unique monthly users). In addition, we work closely with many other online business media in the region, including CNNExpansion (695,000 uniques per month) Bloomberg (101,000 uniques per month), Forbes (132,000 uniques per month), El Economista (328,000 uniques per month), Reuters (204,000 uniques per month), AOL Money (103,000 uniques per month) e International Business Times (143,000 uniques per month): in other words, 9 out of the 10 top finance news sites in México.
As such, we can create an effective campaign with very competitive rates to reach the executive segment of Mexico’s Internet users.

HEAVY USERS>>>This segment not only spends lots of time online but also is very aware of the continual changes in the tech world. This means that this segment spends a lot of time on tech sites. US Media Consulting Works directly with some of the top tech sites in México, including CNET, NetShelter, IDG and Kioskea. As such, we can put together a very effective campaign with highly competitive rates to reach the heavy users segment of Mexican Internet users.
Now, beyond just tech sites, it’s important to note that this IAB México study indicates that heavy users have a greater tendency to go online with smartphones than the average Mexican Internet user. In addition, the study points out that heavy users also have a tendency to watch online videos. As such, to reach this segment of Mexican Internet users we would also recommend a mobile ad campaign on Jumba Mobile Network—a mobile ad network we operate that has more than 150 mobile sites—and another on Jumba Video Network, an ad network focused on online video Web sites.

DIGITAL MOMS>>>This segment tends to favor lifestyle sites to read about topics like family, home, beauty, fashion, etc. In addition, according to study results, this segment also tends to watch TV shows online more than other Internet users in Mexico. US Media Consulting has worked extensively with various web sites with a significant female audience in Mexico, including Enfemenino.com (2.2 unique monthly users), Glam Media’s sites (3.5 million uniques/month), as well as with Web sites with TV shows like tv.com, the insider.com and more.
As such, we can create an effective campaign with highly competitive rates to reach the digital moms segment of Mexican Internet users.

TEENS>>>This segment stands out because of its predilection for online games and for listening to music online. US Media Consulting works extensively with various game sites with strong audiences in Latin America, among them Gamespot and IGN. In addition, US Media Consulting represents last.fm—which has more than 668,000 uniques in Mexico—and also works with a number of other top sites, including Grooveshark (569,000 monthly uniques) and Metrolyrics (620,000 monthly uniques).
As such, we can create an effective campaign with highly competitive rates to reach the teens segment of Internet users in Mexico.

To find out how we can help you reach Internet users in Mexico or in any other market in Latin America, please contact us.

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Brazil online consumers

How to Reach Brazil’s Online Consumers

A recent study from McKinsey& Company focuses on what the firm calls iConsumers, essentially the consumers that have incorporated digital technologies into their daily lives. McKinsey’s report suggests strongly that advertisers need to change how they approach this digitally savvy group of consumers, especially since 79% of Brazilians between 18 and 29 see themselves as iConsumers.

Overall, McKinsey’s study identified 7 key segments among Brazil’s online consumers that marketers, advertisers and media professionals need to pay attention to.

#1 DIGITAL COMMUNICATORS. These make up the largest section of the online consumers, around 26%. They are mostly women (61%), 64% are upper middle class, their average age is 30 and they spend more time on social networks than other groups.
How to reach them: US Media Consulting works with a number of top online brands that target women in Brazil, including Glam Media, Enfemenino.com, ivillage and more. In addition, US Media Consulting represents SongPop—a wildly popular social media game and app—in Brazil. Since women make up as much as 60% of the social gamers in Brazil, this could be an additional approach to reach Brazil’s Digital Communicators.

#2 VIDEO DIGERATI. These make up 20% of Brazil’s online consumers and they consume more online videos than the average viewer. This audience is has more men (55%) than women, an average age of 30 and 51% are middle class.
How to reach them: One strategic way to do this is via a campaign on Jumba Video Network, which reaches Brazilian and Latin American online video viewers.

#3 TRADITIONALISTS. Around 15% of Brazil’s online consumers fall into this category, which has more women (55%) than men, an average age of 33 and has a significant number (45%) of middle-class Brazilians. This audience tends to spend less time on social networks, hence the name of “traditionalists.”
How to reach them: One interesting way to reach this more general audience is via music sites. Besides representing last.fm in Brazil and Latin America, we work closely with Grooveshark, Metrolyrics, Soundhound and more. In addition, since millions of Brazilians now use the Internet to plan travel, our relationships with major travel sites like Mundi, Tripadvisor and Clickhoteles may be an effective way to reach this segment. Finally, our reach with Brazil’s Internet users in areas such as news, finance, technology and lifestyle should also allow strong reach to this particular segment.

#4 ON THE GO WORKERS. Comprising 13% of Brazil’s online consumers, this segment is mostly female (60%), mostly middle class (55%), has an average age of 32 and spends more time using mobile phones than the average consumer.
How to reach them: Besides a campaign on sites from brands like Glam Media, Enfemenino and others with which US Media Consulting has a strong relationships, Jumba Mobile Network allows for targeted campaigns on a mobile advertising network extending all over Brazil and Latin America.

#5 DIGITAL MEDIA JUNKIES. This segment makes up 13% of Brazil’s online consumers, is predominantly male (63%), has an average age of 26 and many (47%) are middle class.
How to reach them: US Media Consulting works directly with a number of key technology brands, including CNET, Mashable, Netshelter, Wired, Kioskea and more. These websites attract readers looking to learn the latest about digital media.

#6 PROFESSIONALS. Around 8% of Brazil’s online consumers fall into this category, which has an average age of 37, consists mostly (56%) of men who are mostly (71%) upper middle class.
How to reach them: US Media Consulting represents The Wall Street Journal in Latin America and we also work with a number of top international business sites that attract this professional segment, including Forbes, Bloomberg, Adweek, The New York Times, AOL Money, International Business Times and Daily Finance. In addition, a campaign on our tech cluster (mentioned earlier) would also be an additional strategy to reach this particular audience.

#7 GAMERS. This segment makes up 5% of Brazil’s online consumers, are mostly male (52%), tend to be younger (average age 26) and tend to be middle class (52%).
How to reach them: US Media Consulting has strong relationships with a number of key online game brands with significant audiences in Brazil, including Gamespot, Spilgames, Rovio, GSN, Intergi and IGN. As such, we can implement a targeted campaign to reach this particular segment.

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

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