Recently, eMarketer—a research firm specialized in online data for markets around the world—published research about the amount of Internet users in Latin America. According to eMarketer, by the end of 2014 Latin America will have more than 330 million Internet users. Nearly 108 million of these Internet users will be in Brazil, 64 million in Mexico and 27 million in Argentina, with nearly 132 million in the rest of Latin America.
The firm projects that by 2018 there will be nearly 414 million Internet users in Latin America, an overall 25% increase in 4 years. The effects of this growth are visible in several areas, such as e-commerce:
- Consulting firm Prince and Cooke projects a 40% increase in e-commerce in Argentina and total online sales of $4.2 million in 2014
- The Brazilian Association of E-Commerce predicts that e-commerce will go up by 27% in Brazil in 2014 to reach a total of $17 billion in sales
- According to the Santiago Chamber of Commerce, e-commerce sales in Chile went up by 25% in 2013 and will go up another 20% in 2014 to reach $2 billion
- In Colombia e-commerce sales went up by 40% in 2013 to total $2.5 billion and according to the Latin American Institute of E-Commerce, e-commerce sales in Colombia will go up by another 45% in 2014
- The Mexican Internet Association indicates that e-commerce sales in Mexico went up by nearly 42% in 2013 to reach more than $9 billion
- According to the Latin American Institute of E-Commerce, e-commerce sales in Peru totaled $800 million in 2013 and should go up by another 20% in 2014
Beyond online transactions, recent research also indicates that Latin American are going online with more frequency and spending more time online than ever:
- Argentines spend an average of 5 hours and 11 minutes a day using the Internet
- Brazilians spend an average of 6 hours and 3 minutes a day using the Internet
- 69% of Chilean Internet users go online every day
- 78% of Colombian Internet users go online every day and Colombian Internet users spend an average of 2.6 hours a day using the Internet
- Mexicans spend an average of 5 hours and 36 minutes a day using the Internet
- Peruvians spend nearly 21 hours a month using the Internet
Running the Numbers
All of this Internet use, whether it’s to surf, update social media statuses or make online purchases, increases the amount of available data for Latin American Internet users. Companies like Navegg—a partner of MediaDesk, a DSP (demand side platform) that is Latin America’s leading programmatic buying platform—are gathering this data. For advertisers and agencies, this data is crucial. It allows for the creation of complete profiles of Latin American Internet users that include their preferences, interests and purchase intents.
Currently MediaDesk DSP has more than 110 million Internet user profiles for Latin America. Once they combine this data with MediaDesk’s user-friendly system, today more than ever firms can reach Latin America’s 330 million Internet users with even more precisely targeted online ad campaigns.
To find out how to leverage programmatic buying with MediaDesk, the leading programmatic buying platform in Latin America, please contact us: firstname.lastname@example.org.