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Top advertisers in Brazil2

The Top Advertisers in Brazil in All Media

Recently IBOPE published a list of the top 30 advertisers in Brazil during 2012. The list is based on data from IBOPE’s Monitor Evolution product and tracks results with all major forms of media, including free TV, magazines, radio, newspapers, pay TV, cinema, Internet and OOH. Here’s the list of the top 15:


Major Online Advertisers

While we don’t have a list of top online advertisers in Brazil in terms of reales invested, comScore recently published a list of companies with the most display ad impressions. While this is obviously not the same as direct investment, this measure does suggest strongly which advertisers are more active in the online world in Brazil:

Given this massive level of investment and Brazil’s projected future status as the #5 advertising market in the world by 2014, it’s not surprising that O Globo recently reported that the revenue of digital agencies in Brazil more than doubled between 2010 and 2012. The source for this was the Brazilian Association of Digital Agencies (ABRADI), which indicates that digital agency revenues went from R$974 million (US$452 million) to R$2.2 billion (US$1 billion). As part of the growth, Brazil has seen an increase in the amount of digital agencies—from 2,518 in 2010 to 3,094 in 2012.

To find out how we can help you reach Brazilian consumers via media campaigns of all types, please contact us.

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Profiling the Average Internet User in Brazil

As we all know, proper targeting is everything when it comes to a campaign, especially in the online world. A new report from IAB Brasil called Indicadores Mercado Online may help you refine your targeting. It includes statistics from a variety of studies that seem to paint a picture of the average Brazilian internautas. Here’s a brief profile of the typical Internet user in Brazil, based on this research:

Most Are Young Males
Based on March 2013 results from research produced by IBOPE Media in partnership with Nielsen, nearly 53% of active Internet users in Brazil are men and 47% are women. The largest age group among Brazilian Internet users is 25 to 34 (25.6%), and #2 is 35 to 49, with 25.5%. So slightly more than half of your target audience in Brazil is 25 to 49. If we decide to include slightly younger age groups, we find that 11.6% of Brazilian internautas are between 18 and 24 and 10.5% are 12 to 17. This means that 73% —basically 3 out of 4 Brazilians who are active Internet users—are between 12 and 49 and significantly ore more likely to be male rather than female.

Most are Classes AB
According to  2012 research from IBOPE called Internet POP, Internet has 92% reach among class A Brazilians and 79% among Class B Brazilians, with significantly lesser reach among the growing class C (54%).

The Majority Are Located in the South or Southeast of Brazil
Research from comScore MediaMetrix indicates that more than half (54.9%) of Brazilian Internet users are in the southeastern part of the country and another 18% are in the south, meaning that your web banners are more likely to be seen by people in those parts of the country. In contrast, only 4.7% of Brazilian Internet users are in the north, only 13% are in the northeast and only 9% are in the center-west region.

Their Favorite Web Sites Include News and Entertainment
The research from IBOPE and Nielsen also looked at the top Web site categories for Brazilian Internet users. Search engines were the #1 category, followed by telecommunications/Internet sites (#2), entertainment sites (#3), computer/consumer electronics sites (#4) and news/information sites (#5). Other important categories include family/lifestyle (#9), travel (#10) and finance/investment (#12).
Interestingly, here at US Media Consulting we represent or work directly with major international brands in all of these areas. For example, in Brazil we represent The Wall Street Journal (news and finance), CNET (computers and tech), Clickhoteles (travel), last.fm and SongPop (entertainment). In addition, we frequently work with top technology sites like Mashable, Wired and NetShelter, top lifestyle sites like Glam Media and Enfemenino, top entertainment sites like Grooveshark and top news sites like Forbes, Bloomberg and The New York Times.

Most are Avid Watchers of Online Videos
The IAB Brasil report cites comScore Data that indicates that 8 out of 10 Brazilian Internet users watch online videos, which have the biggest reach among those between 25 and 34 (13 million) and those between 35 and 44 (9 million). This is why we launched Jumba Video Network, which brings together many top sites with online videos all over Brazil and Latin America.

Internet Drives Their Purchase Decisions
A TG.Net survey from June 2012 shows that 74% of Brazilians said they had gone on the Internet in the past 6 months to obtain information about products before buying them. In addition, 68% agree either totally or partially with the statement “A internet me ajuda mais que a televisão para decider que produto comprar” (“The Internet  helps me more than TV does in terms of deciding which product to buy.”) In addition, nearly 7 out of 10 Brazilian Internet users (69%) say that the Internet gives them product information that they can’t get anywhere else.

They Search for Social Sites the Most, then Multimedia
IAB Brasil’s report also cites March 2013 data from Hitwise that indicates that the type of Web sites that Brazilians search the most for are social media sites (30%). The #2 type of site category that Brazilian internautas search for are multimedia sites, which means music and video. Rounding out the top 5 are game sites, portal home pages and education sites.

They Are Fairly Likely to Be Online Shoppers
In 2012 more than 42 million Brazilians bought products online. Currently, comScore estimates that there are 89 million Internet users in Brazil. This means that 47% of Brazilian Internet users engage in e-commerce. For perspective on the explosive growth of e-commerce in Brazil, consider that in 2008 only 13 million Brazilians bought products via the Internet. According to e-bit the top 5 types of products that Brazilians bought online in 2012 were appliances (#1), clothes (#2), health and beauty products (#3), tech products (#4) and home décor products (#5). Overall, Brazilians spent R$ 22 billion (US$11 billion) on e-commerce purchases in 2012 and it’s projected that Brazilians will spend R $28 billion (US$14 billion) on e-commerce in 2013.

A Significant Portion Go Online Via Mobile Devices
The IAB Brasil report includes data from a survey of more than 20,000 Brazilian Internet users done between July 2011 and August 2012. Nearly 4 out of 10 Brazilian Internet users reported using a laptop, netbook or notebook to go online, compared to just 15% in 2009. In addition, 8% of Brazilians said they used smartphones to go online in 2012. That said, 2013 data from IBOPE Media—just published in Blue Bus—paints an even more potent picture of mobile Internet in Brazil. According to IBOPE, 52 million Brazilians can access the Internet via cell phones. Out of this total, 20 million Brazilians access the Internet using a smartphone. This IBOPE study also notes some interesting facts that marketers and advertisers should keep in mind: 64% of Brazilians who go online with smartphones read news, 47% to see what’s new in the music scene and 44% to watch videos.

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

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The Most Valuable Brands in Latam

A recent report from marketing communications firm WPP—entitled BrandZ Top 50 Most Valuable Latin American Brands 2012—offers a ranking of the region’s brands.

Overall, these top 50 brands have a total value of US$136 billion. Not surprisingly, Brazil accounts for the largest amount of this total (US$45.9 billion), with Mexico in second place (accounting for US$36.8 billion), while Chile accounts for US$27 billion, Colombia accounts for US$22 billion and Argentina accounts for US$3.76 billion.

To create the ranking, WPP worked with Millward Brown Optimor and generated the valuations based on a brand’s economic impact, i.e. its ability to generate long-term earnings for shareholders and sustained demand among consumers. Several key variables were used as part of the process, including corporate earnings, future earnings prospects and customer viewpoints about brands based on extensive quantitative research.

Here’s the list of the top 50 brands in Latin America as per the report:

 

The top 50 brands in Latin America in this ranking cut across a range of categories, but retail (with 14 brands) is the dominant category, with finance in second place.

The report also listed top brands for specific markets. Here’s a quick look, country by country:

Top 5 Brands in Argentina

  1. YPF (fuel provider)
  2. Personal (mobile telecommunications)
  3. Telecom (telecommunications)
  4. Quilmes (beer)
  5. Banco Galicia (bank)

Top 5 Brands in Brazil

  1. Petrobras (fuel)
  2. Bradesco (bank)
  3. Itaú (bank)
  4. Skol (beer)
  5. Banco do Brasil (bank)

Top 5 Brands in Chile

  1. Falabella (department store)
  2. LAN (airline)
  3. Sodimac (home improvement chain)
  4. Banco de Chile (bank)
  5. COPEC (fuel)

Top 5 Brands in Colombia

  1. Comcel (mobile services)
  2. Ecopetrol  (fuel)
  3. Bancolombia (bank)
  4. Banco de Bogotá (bank)
  5. Banco Popular (bank)

Top 5 brands in México

  1. Telcel (wireless service)
  2. Corona (beer)
  3. Telmex (telephone service)
  4. Televisa (media)
  5. Bodega Aurrera  (retail)

 

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

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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.

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A Merry Christmas for Brazil’s Businesspeople

Recent research from a variety of sources indicates that this Christmas will bring the gift of many sales for businesspeople in Brazil. The following factors show why this is.

Black Friday Boomed
According to comScore, Brazil’s Black Friday sales were up 368% compared to an average online shopping day in the rest of November 2012. Growth was huge in a variety of areas: 185% more buyers, 64% more spending per buyer, 202% more transactions and an order value that was 55% higher. Besides Mercado Livre, Brazil’s leading e-commerce company, other online shopping companies did well on Black Friday, including Americanas, Pontofrio, Casabahia, Submarino, MagazineLuiza and Netshoes.

More Sales
According to Federação do Comércio de Bens, Serviços e Turismo do Estado de São Paulo (São Paulo State Goods, Services and Tourism Business Federation or Fecomercio), there should be a 5% increase in sales in Brazil this Christmas.
Walmart Brasil foresees a 20% increase in sales this Christmas, while the Associação Brasileira de Shopping Centers (Brazilian Shopping Centers Association) projects a 15% increase in sales this year.

More Spending
A study from the Serviço de Proteção ao Crédito (Credit Protection Service or SPC) and the Confederação Nacional dos Lojistas (National Merchants Association or CNDL) indicate that 7 out of 10 Brazilians intend to buy Christmas gifts for their loved ones this year, with 68% paying cash and only 9% using credit cards and 4% using debit cards.
According to consulting firm Deloitte, 28% of Brazilians say they will spend more this Christmas than last Christmas and 39% say they’ll spend the same. In terms of amount, 76% of Brazilians expect to spend up to R$ 500 (US$250) on Christmas gifts, while 24% expect to spend more than this amount.

The Hottest Gifts in Brazil for Christmas 2012
According the SPC and CDNL study, 68% of Brazilians intend to give clothes as gifts, while 28% plan on giving toys and 26% plan to give footwear and accessories. The gift-giving pattern among Brazilians is a bit different from their usual buying habits, since the most popular items to buy during the rest of the year have included tablets, smartphones, flatscreen TVs and books. However, IDC does project that in 2012, smartphone sales will go up 82% in Brazil, and that 30% of these sales will take place during the last three months of this year. IDC also projects that in Brazil—compared to the second half of 2011—smartphone sales in the second half of 2012 will increase by 85%.
With 80% purchase intent, clothes were also the most popular gift item among Brazilians surveyed in the Deloitte study, followed by shoes (49%), though it is interesting to note that this study showed that 26% of Brazilians intend on giving tech gifts (gadgets, tablets, phones or computers) this Christmas.

More Christmas Shopping Online and via Mobile
Besides the huge amount of sales on Black Friday in Brazil via e-commerce, the Câmara Brasileira de Comércio Eletrônico projects that Christmas 2012 e-commerce sales in Brazil will reach R$ 3 billion (US$1.4 billion), 20% more than in Christmas 2011. One of the interesting results from the study by Deloitte was that 37% of the Brazilians surveyed say they will buy Christmas gifts this year via tablets or mobile phones.

To find out more about how to reach Brazilians with an effective media campaign during Christmas or at any time of the year, please contact us.

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The Latest on Mexico’s Internet Audience

A new study released by the Asociación Mexicana de Internet (AMIPCI) offers some fresh insights into Mexico’s Internet users that can be helpful for marketers, advertisers and media professionals.
We went over the results and break them down here for quick reference to help guide you in developing your next campaign, a report or a client presentation.

Size Matters
According to AMIPCI, Mexico currently has 40.6 million Internet users, up from 34.6 million that it reported in 2011—a 15% increase. This 40.6 million figure is very similar to that of Internet World Stats, which lists 42 million Internet users in Mexico. The only other country in Latin America with more Internet users is Brazil (85 million), which makes Mexico the #2 Internet market in Latin America.

Access Points
It’s not surprising to see that 64% of Mexican Internet users access the Internet via PCs and 61% use laptops to do so. However, one striking statistic is that nearly 60% of Mexican Internet users go online with a smartphone. In fact, the number of Mexicans accessing the Internet with smartphones doubled between 2011 and 2012—only 29% went online with smartphones in 2011 and now 58% report doing so. This reflects the growing power of mobile in Latin America and echoes research results from Google and other sources.

Time Online
In 2012 Mexicans are spending 4 hours and 9 minutes online, nearly an hour more than in 2011.

Top Internet Activities in Mexico
Email is the main thing Mexican Internet users do online (80%), followed closely by social media (77%). Other popular online activities include search (71%) and instant messaging (55%).
However, it’s interesting to note that 29% of Mexican Internet users report shopping online. This is a huge increase for e-commerce in Mexico: a study from IAB Mexico in 2010 reported that only 6% of Mexican Internet users reported that they shopped online. In addition, AMIPCI’s 2011 study of Mexico’s Internet users didn’t even list online shopping as one of their activities.

Here’s a quick breakdown of the main activities among Mexico’s Internet audience:

• Email                                        80%
• Social Media                            77%
• Search                                       71%
• Instant messaging                  55%
• Online banking                       44%
• Shopping online                     29%
• Job searching                           18%
• Create/maintain blogs           16%

Top Online Entertainment Options
Social media are by far the most popular entertainment for Mexican Internet users: 86% list it as a favorite activity. Visiting news sites is second at 61%, followed by downloading music at 37%.

Online Advertising
AMIPCI reports that 83% of Mexican Internet users remember seeing online advertising. When it comes to specific online recall of product types and brands, 50% recall computer products and Dell is one of the top brands. Among the other product types and brands that deliver high recall of online ads in Mexico are the following:

• Movies                                                    46%
• Mobile phones                                      45% (Nokia, Blackberry and Telcel)
• Banks/financial products                    32% (Bancomer, Banamex, Santander)
• Software                                                 30%
• Electronics                                             28% (Sony, Samsung, LG)

Where They Remember Most Seeing Online Ads
Search results are where Mexico’s Internet users primarily recall seeing ads, with 66% reporting this, while 57% report seeing ads on social media. There’s less recall of ads on other types of sites: 18% remember seeing them on e-commerce sites and 17% on news sites.

Social Media
Not surprisingly, social media is highly popular: 92% of Mexico’s Internet users say they go on social networking sites, with 41% reporting they have been on these sites 2-3 years. Interestingly, 39% of Mexican internautas say they have been using social media for 4 years or more. The social media sites that Mexican Internet users report going on the most are:

• Facebook                          90%
• YouTube                           60%
• Twitter                              55%
• GooglePlus                       34%
• Hi5                                     25%

Social Media Advertising
Over half—53%—of Mexico’s Internet users say they like seeing advertising in social media sites, as opposed to the 29% who are neutral and the 17% who don’t like seeing it. The strongest type of recall that Mexican internautas have for social media advertising is for political ads, 77%. However, they do show good recall for other types of ads on social media, including products in general (61%) and services (58%).

To find out how we can help you reach Mexico, the rest of Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Brazil best sellers

Brazil’s Best Sellers

Despite conservative macroeconomic projections, it seems like Brazilians are shopping more than ever. A study from the firm IPC Marketing Editora projects that consumption in Brazil will surpass US$2.7 trillion in 2012, with household spending exceeding GDP. Classes B and C account for half of what is consumed in Brazil, though Class B seems to show the strongest purchasing power.

We’ve observed some strong spikes in sales of a number of products in Brazil. Here’s a look at what grew the most in sales in 2011 and what’s selling strongly so far in 2012.

Autos
Car sales in Brazil grew by 2.9% in 2011, according to the Associação Nacional dos Fabricantes de Veículos Automotores (National Association of Automakers). The Volkswagen Gol was the biggest selling model in Brazil in 2011, followed by the Fiat Uno. Chevrolet’s Celta and Corsa Sedan ranked #3 and #4, respectively, in sales. Overall, Fiat sold the most cars in Brazil in 2011: 273,000. In 2012, the Federação Nacional da Distribuição de Veículos de Veículos Automotores (National Federation of Motor Vehicle Distribution), predicts car sales will go up 4.5% in Brazil.   

Computers
Research firm IDC reported recently that computer sales in Brazil went up by 12% in 2011 to reach 15.4 million units sold. According to the Getulio Vargas Foundation (FGV), a Brazilian higher education and research institution, sales of computers in Brazil will reach 17.9 million in 2012, an increase of 16%. FGV’s study indicates that currently there are 99 million computers in Brazil, roughly one computer for every two Brazilians. According to Fernando Meirelles, who led the research team from FGV, by 2017 there will be one computer for every Brazilian.
Notebooks and tablets are among the hottest types of computers among Brazilian consumers. Sales of notebooks grew by 60% in 2011 to reach 5 million, according to Gfk Consumer Choices, with 800,000 units sold in December 2011 alone.
Tablets posted comparatively modest sales of 450,000 units in 2011, but research firm Navegg predicts that Brazilians will buy 1 million tablets in 2012.

Cosmetics
Brazil’s cosmetics industry logged US$14 billion in ex-factory sales in 2011, 7.9% higher than in 2010, according to Associação Brasileira da Indústria de Higiene Pessoal, Perfumaria e Cosméticos. According to projections from Euromonitor International, in 2013 Brazil will overtake Japan to become the #2 cosmetics market in the world, just behind the United States.

E-commerce
The most recent report from market research firm e-bit indicated that in 2011, the e-commerce market in Brazil reached US$10.1 billion in sales, up 26% compared to 2010, when e-commerce sales totaled US$8 billion. In 2012, e-commerce sales in Brazil should reach US$12.6 billion, 25% higher than 2011, projects e-bit. Over 9 million new customers bought a product online for the first time in 2011, and overall around 32 million Brazilians have engaged in e-commerce. Top products for Brazilians who shop online include appliances, computers, electronics, health/beauty items and clothes/accessories.

Mobile Broadband Connections
According to Anatel, the country’s national telecommunications agency, there are now 54.3 million mobile broadband connections in Brazil, which means an overall 28% mobile broadband penetration rate. Forecasts from Teleco—an organization that tracks telecommunications in the country—suggest that Brazil will have 73 million mobile broadband connections by the end of 2012 and 124 million connections by 2014 when it hosts the World Cup. As mobile broadband connections have grown, so have the number of mobile phones with 3G services: currently 20% of the cell phones in Brazil have 3G.

Pharmaceuticals
According to IBOPE, sales of pharmaceuticals in Brazil will grow by 13% in 2012 and be four times more than the Gross Domestic Product. Classes B and C will account for 80% of the sales, spending 23 billion and 27 billion reales, respectively. A number of companies are benefiting from this surge, including Bayer HealthCare and Pfizer, which experienced increases of 13% and 14%, respectively, in their 2011 Brazil sales.

Smartphones
According to a projection by IDC, smartphone sales in Brazil will increase by 73% in 2012. In total numbers, this means that Brazilian shoppers will buy 15 million smartphones this year, whereas in 2011 they bought 8.9 million. This is a huge increase compared to 2010, when 4.8 million smartphones were sold in Brazil. IDC considers phones with operating systems, like iPhones or Blackberrys, to be smartphones. According to the firm, over 50% of the smartphones in Brazil use the Android operating system.

Videogame Consoles
According to market research firm GfK Consumer Choices, sales of video game consoles in Brazil shot up by 53% in 2011 to reach 935,000 units, up from 642,000 units in 2010.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Colombia Internet

5 Ways to Reach Colombian Internet Users

In 2011 Colombia’s Internet audience grew by 15%, very close to Latin America’s overall growth of 16% in terms of Internet users. While comScore reports that Colombia has 14.3 million Internet users, Internet WorldStats lists 25 million. The discrepancy may be due to the varied ways that Latin Americans access the Internet—in certain calculations, users who go online from Internet cafes aren’t counted.

Regardless, even using comScore’s 14.3 million figure, Colombia is #3 in Latin America in terms of the amount of Internet users. It has more than Argentina (13.4 million), Chile (7.4 million) and Venezuela (4.8 million), trailing only Brazil and Mexico. Combining this large audience with a 2010 comScore study that showed that 94% of Colombians say the Internet is important in providing information for purchase decisions, it’s not surprise that online ad spend went up 33% in Colombia in 2011.
After analyzing Futuro Digital, ComScore’s latest study on Colombian Internet users, we spotted 5 effective ways for media, marketing and advertising professionals to reach this audience.

#1 Social media. They have a deep penetration in Colombia, as they do in all of Latin America. In Colombia, social media have a penetration rate of 96% among Internet users. And Colombia is among the top 10 countries on the planet in terms time spent on social networks: its users average 7.6 hours per month on them.
While Facebook is #1 in reach (90%) and time spent (492 minutes a month, other growing social media sites in Colombia include Badoo, Twitter and Slideshare. In fact, Colombia is among the top 10 countries in terms of Twitter reach, ahead of the United States, Spain and Mexico.

#2 Entertainment sites. Around 96% of Colombian Internet users visited an entertainment site in January 2012. Within entertainment, multimedia is the most popular subcategory, with 83% reach among Colombia’s online audience. In March 2012, comScore results show that the top multimedia sites for Colombia are YouTube, iTunes Software, Daily Motion, Real.com and Cuevana.tv.

#3 Newspapers. In Colombia, newspapers attract a significant audience, nearly 50% of Internet users, which is more than the average for Latin America (43%) and the world (40.8%). In March 2012, El Tiempo was the #7 Web site in Colombia, drawing 5.2 million unique users, while El Espectador drew 1.9 million. Typically, users spend more time on newspaper sites, so it’s easier for advertising to stand out and draw attention—as opposed to some of the larger portals that people use primarily for webmail and instant messaging.

#4 Search. Last year comScore indicated that Colombian Internet users do more searches per user (233) than internautas from any other country. While Futuro Digital didn’t specify if Colombians are still #1, their average of 226 per user suggests strongly that search is a good way to reach this audience.

#5 Mobile. In 2011 Colombia’s Information Technology and Communications Ministry reported that mobile phone penetration in Colombia had reached 100%. That same year El Tiempo.com reported that out of every two mobile phones that are replaced in Colombia, one of them is a smartphone. More recently, Futuro Digital cites data from late 2011 that indicates that tablets are the source of 41% of non-computer web traffic in Colombia. Overall, Colombia ranks #3 in Latin America in terms of percentage of web traffic from non-computer devices. When put together, these facts suggest that mobile ads show strong potential to reach a key segment of Colombia’s Internet audience.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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