The Importance of the Latin Music Entertainment Market (part 1) September 9, 2013

by Peggy Dold
The Importance of the Latin Music Entertainment Market
{Why it is crucial to connect the dots between the consumer, music discovery, music consumption, and copyright
monetization}
As one who has worked in the Latin Music market since 1998, I have experienced first-hand the extreme changes the
Latin Music industry has endured, both inside and outside the United States. Regardless of the recent catastrophic
decline in physical recorded-music album sales, I believe that for professionals in the Music Publishing industry, the
Latin Music market matters -- now, more than ever.

Because the Latin Music market is fragmented (demographically, musically, geographically, historically, and more),
there is simply too much information to share in this short guest-post. For that reason, I have structured this
information over a series of posts and tried to provide detailed information about why this market is more relevant
than ever for everyone in the music ecosystem. {Data sources are listed at the end.}

The U.S. Latin Music Market: The Silos Are About to Become Extinct

THEN & NOW

Historically, the U.S. music industry treated the U.S. Latin Music market as a separate, segregated silo from the rest
of the music industry.

That was an efficient and logical business structure: Spanish-language music was marketed to Spanish-language
consumers via Spanish-language media, both inside and outside the United States. Specialized music companies
and staff were required to work with Talent to A&R/produce the music and assets for the market (videos, photos,
etc.), promote to radio, generate publicity via Hispanic print and broadcast media, work with independent Latin
distributors and retail buyers, and seek opportunities with live-event producers and concert promoters.

Music publishers of Spanish-language repertoire, whose goals have always been to exploit and collect from
compositions they control, have also historically targeted the Spanish-language market for income, whether via
Spanish-language media or through the sale of master recordings.

By 2013, however, the Spanish-language music market and consumer media habits have changed so radically, it is
time to re-examine the realities of the Spanish-language music market so that music publishers can better anticipate
where new and increased opportunities may lead to the monetization of music compositions.

The U.S. Hispanic Market – Radio

I believe that looking at the state of Radio in the United States provides as good a barometer as any of the
expansion, opportunity, and growth of the Latin Music market.

Arbitron’s study, Hispanic Radio Today 2013, found that:

• 95% of U.S. Hispanic consumers tune in to radio in an average week, a larger percentage than other ethnic
groups they measured

• Mexican Regional format remains the most popular choice of U.S. Hispanic listeners by nearly TWICE the share
of the second-largest format (Spanish Contemporary/Spanish Hot AC)

As noted by Eric Rhoads, Chairman/Publisher of Radio Ink and Radio Television Business Report:

“A giant piece of radio’s future will be determined by Hispanic audiences.”

He adds that Hispanic radio is the only growth segment in radio today.

The U.S. Hispanic Market Consumer – Demographics

U.S. Hispanic Market Information

We all know that the U.S. Hispanic market is the fastest-growing demographic in the United States, with a population
of more than 50M. Listed below are the 5 largest market areas by Hispanic population. They have long been
established as key markets for the monetization of Spanish-language Entertainment:

• Los Angeles
• New York City
• Houston
• Miami-Ft. Lauderdale
• Chicago

But did you know that, according to Nielsen, the Hispanic population is growing the fastest in these 10 markets (% of
growth from 2000-2013)?

• Charlotte, NC (168%)
• Raleigh area, NC (138.9%)
• Atlanta, GA (126.9%)
• Orlando area, FLA (125.1%)
• Ft. Myers/Naples, FLA (123%)
• Oklahoma City (119.2%)
• Tampa area (112.2%)
• West Palm Beach area (110.9%)
• Seattle-Tacoma (108.3%)
• WDC area (108.1%)

Furthermore, in the United States 2 out of 5 Hispanics are foreign born (2010 Census).

U.S. Hispanics by National Heritage:

According to 2010 data examined by the Pew Hispanic Center, there are 50.7M documented Latinos in the United
States. Of these:

• 32.9M are Mexican

• 4.7M are Puerto Rican
• 1.9M are Cuban
• 1.8M are Salvadoran
• 1.5M are Dominican
• 1.1M are Guatemalan
• 972K are Colombian
• 731K are Honduran

U.S. Hispanics by Age Group:

Census Bureau data also show births, rather than immigration, as the principal driver of Hispanic population growth.
The result is a generation of U.S. Hispanics who are bilingual, bicultural, and American.

o More than 60% of the Hispanic population is under 35 years old

o The median age is 27 (compared to 36 for the rest of the population)
o Nearly 34% of U.S. Hispanics will be younger than the age of 18 by 2017 (vs. 24% of the total population)
o 1 in 4 U.S. births today is to a Latina mother

As the data clearly shows, the U.S. Hispanic entertainment market is now more main-stream than “niche”. In the next
installment, we will talk about U.S. Hispanic consumption of Social Media, Mobile, and Entertainment.

Founder and CEO of Navigation Partners LLC, Peggy Dold has in-depth experience in multi-cultural marketing, global
expertise in both the English- and Spanish-language entertainment markets, and in working with International media,
licensing, and strategic partners worldwide. Current clients represent the sectors of entertainment technology,
entertainment superstars, and independent recording artists. Projects include content development for multi-media
distribution as well as business development for new technologies and Talent (for the U.S. General Market, the U.S.
Latin Market, and for selected International markets.)

Ms. Dold is also co-Founder and co-CEO of April Sound Entertainment Group, a newly-formed Texas-based
company focused on Artist Development, Artist Management, Project Funding, and Music Publishing.

Until Universal Music’s acquisition of the Univision Music Group (May 2008), Ms. Dold was Vice President,
International, for the Univision Music Group, at the time, the largest Spanish language music company in the world.

Contact information: www.navigationpartnersllc.com; peggy@navigationpartnersllc.com.

{Data collected from: Nielsen; Hispanic PR Blog; Hispanic Trending; Social Media Monthly; RIAA;
Billboard.biz; IFPI Digital Music Report 2013; NGLC; Media Daily News; comScore; ProMusic;
Parks Associates; The Next Web; Reuters; VideoAge; US Media Consulting;
PricewaterhouseCoopers; Fox News Latino; Lopez Negrete; Insight tr3s; The Media Audit; Pew
Hispanic Center.}

Continued from Part 1, please find further information about the U.S. Hispanic market:

U.S. Hispanics Over-Index Other Demographics in most Social Media, Entertainment, & Mobile Usage:

According to The Media Audit:

• 32.7% of all U.S. Hispanics in the top 10 markets have logged on to an Internet radio Website.
o 28.7% use Pandora
o 8.4% use iHeart Radio

Pew Hispanic Center research shows:

• Latino social networking penetration among Internet users has reached 68%:
o 34% English
o 25% Spanish
o 40% Bilingual
o 54% Native born
o 46% Foreign born

• Hispanics use Twitter at 18% vs. whites at 5% and blacks at 13%.

Nielsen 2012 data shows:
• Hispanics spend 68% more time watching video on the Internet and 20% more time watching video on their
mobile phones than non-Hispanic whites

• According to Nielsen’s U.S. Consumer Entertainment Report, Hispanics are 28% more likely (than the average
U.S. consumer) to buy streaming services and 5% more likely to buy digital music.

U.S. Hispanic Cell-Phone Ownership

A Pew Hispanic Center study (“Closing the Digital Divide: Latinos and Technology Adoption”) says:

• 86% of Latinos own cell phones (whites 84%, blacks 90%)

• 49% of Latinos are likely to own smartphones (whites 46%, blacks 50%)
• 76% of Latino Internet users are likely to go online using a mobile device (white Internet users 60%, black Internet
users 73%)

U.S. Latin Recorded-Music Sales

Per the 2012 Nielsen Soundscan, Latin Music Soundscanned almost 10M units, just ahead of Dance/Electronic (at
almost 9M).

Per the 2012 RIAA year-end stats for Latin Music:

• Physical goods represent 58% of music purchased

• Digital represents 42% of music purchased
• Latin Music represented 21.1M digital tracks sold (Nielsen)

RIAA stats also show that the most-purchased genres of Latin Music (in physical product at SRLP) are:

• Regional Mexican – 59%

• Pop/Rock – 28%
• Tropical – 9%
• Urban – 4%

The time has indeed come for the Hispanic market to no longer be seen as a niche market. The data show
that U.S. Hispanics are the new mainstream.

{A future post will talk about Latin Music consumers in markets outside the United States.}

Founder and CEO of Navigation Partners LLC, Peggy Dold has in-depth experience in multi-cultural marketing, global
expertise in both the English- and Spanish-language entertainment markets, and in working with International media,
licensing, and strategic partners worldwide. Current clients represent the sectors of entertainment technology,
entertainment superstars, and independent recording artists. Projects include content development for multi-media
distribution as well as business development for new technologies and Talent (for the U.S. General Market, the U.S.
Latin Market, and for selected International markets.)

Ms. Dold is also co-Founder and co-CEO of April Sound Entertainment Group, a newly-formed Texas-based
company focused on Artist Development, Artist Management, Project Funding, and Music Publishing.

Until Universal Music’s acquisition of the Univision Music Group (May 2008), Ms. Dold was Vice President,
International, for the Univision Music Group, at the time, the largest Spanish language music company in the world.

Contact information: www.navigationpartnersllc.com; peggy@navigationpartnersllc.com.

{Data collected from: Nielsen; Hispanic PR Blog; Hispanic Trending; Social Media Monthly; RIAA; Billboard.biz; IFPI
Digital Music Report 2013; NGLC; Media Daily News; comScore; ProMusic; Parks Associates; The Next Web;
Reuters; VideoAge; US Media Consulting; PricewaterhouseCoopers; Fox News Latino; Lopez Negrete; Insight tr3s;
The Media Audit; Pew Hispanic Center.}

“Latin America last year was the fastest growing region for music sales, broadband penetration is increasing, and it
has become the #2 cellphone market globally.” - Axel Dauchez, CEO, Deezer
Some key International Data relevant to the exploitation of music today:

INTERNET LANGUAGE RANKING:

• Spanish is the 3rd most-used language on the Internet

• Portuguese is the 5th most-used language on the Internet
• Spanish is the 2nd most-used language on Twitter

MEDIA and ENTERTAINMENT CONSUMPTION:

• According to a new report from Pricewaterhouse Coopers, Latin America is expected to become the fastest-
growing region in spending for Media and Entertainment over the next five years, with 10.6% annual spending
growth.

• Among the most popular products with online shoppers in the LatAm region are:

o Computer electronics (#2)

o Music, movies or videos (#3)
o Entertainment tickets (#6)

• Online Video Consumption has spiked significantly in Latin America.

• Counting only the top Spanish-language International markets (ex-U.S.) for music sales historically
(Argentina, Chile, Colombia, Mexico, Venezuela and Spain), Pro Music lists 61 different music services from
which consumers can legally purchase music online.

• In non-Spanish-language Latin America, Brazil alone has 18 different legal music services.

As one can see, while the old paradigm of monetizing music and entertainment has seen extreme degeneration via
piracy, economics, currency factors, etc., technology and connection are ushering in a new way to discover and
consume new music.

WHERE DO WE REACH MUSIC and ENTERTAINMENT INTERNET USERS in the LATIN MARKETS?

• 97.5% Portals
• 96.3% Search
• 96.7% Entertainment
• 96.4% Social Media
• 86.3% News
• 85.3% Community

SOCIAL MEDIA PENETRATION in the LATIN MARKETS ex-United States:

Mindful that Social Media is a top communication tool and a way in which music is discovered and shared, please
note:

• Latin America, with 95% of its Internet users on social media, spends 56% more time on social networking
sites than the worldwide average

• 28% of total time spent online in LatAm is spent on social media sites

• 5 of the top 10 most highly engaged social networking markets worldwide are located in a Latin market:

o #1: Argentina
o #2: Brazil
o #8: Peru
o #9: Chile
o #10: Mexico

{Note: this data excludes visitation from public computers or access from mobile phones.}

• 50% of the growth in Facebook users in 2011 was in Latin America, with more than 168mm users around the
region

• 65.9% of Internet users in Spain will use social media by 2014

• Facebook’s Spanish users alone account for just over 85% of all social networkers and half of all Internet users in
Spain
• 1.5% of Google+ users are from Spain

MOBILE STATS in LATIN AMERICA and SPAIN:

• In Latin America, mobile penetration is at 105% and expected to reach 130% by 2015.

• Growth in mobile broadband subscribers 2010-2012 in the following key markets shows:
o Argentina: 194%
o Brazil: 421%
o Chile: 105%
o Colombia: 69%
o Mexico: 107%

• Mobile/Smartphone Penetration in Major LatAm Markets shows:

o Argentina: 142% / 20%
o Brazil: 124% / 14%
o Chile: 129% / 30%
o Colombia: 100% / 7%
o Costa Rica: 101% / 10%
o Mexico: 89% / 20%
o Peru: 98% / 11%

• 64.7% of the total Spanish mobile audience are smartphone owners

• 66.7% of Spanish households used broadband connections in 2012; 26.9% were accessed via mobile broadband
connections through a handheld device

HIGHLIGHTS OF KEY LATIN MUSIC MARKETS:

Argentina
• Ranks 1st WORLDWIDE in desktop social networking engagement
• Ranked #3 of 2012 Internet audience in LatAm with an audience of 28MM (66% of the population)
• Ranks #1 in LatAm in online video consumption (96%)
• 11 legal music services
• Digital music share (streaming) of 12%

Brazil
• Ranks 2nd WORLDWIDE in desktop social networking engagement
• Top 10 nation by volume of broadband subscribers
• #1 Internet market in LatAm, with a 2012 audience of 85MM
• Digital music share for streaming is 27%, same as Italy’s, the Netherlands’, and Spain’s, and better than France’s
• Pro Music lists 18 different legal music services
• Total recorded-music market grew by 11.2% in 2012
• Digital sales took off in 2012, following launch of iTunes in late 2011
• Performance rights income increase of 29.6% in 2012, the highest rate in the past 8 years
• Ringback tone sales grew in 2012
• 116 mobile phones per 100 people
• 3rd deepest reach (84%) in online video consumption

Chile
• 2nd deepest reach (92%) in LatAm of online video consumption
• 58% Internet penetration
• Digital music share via streaming is 23%, the same as France’s and higher than Finland’s (22%)
• 11 legal music services

Colombia
• In 2012 Colombia ranked #4 of Internet audience in LatAm with 25MM users, 59.5% of the total population.
• Digital music share for streaming ranks at 30%, just slightly below international average and just under
Switzerland’s (32%) and the Philippines’ (31%)
• 9 legal music services

Ecuador and Paraguay

• Both of these countries who have had past physical piracy issues, have 54% digital music growth

Mexico
• In 2012 ranked #2 of Internet audience in LatAm with over 40,600,000 users
• Digital music share (streaming) beyond the International average ranking of 35%. Mexico’s digital music share
falls just behind the UK’s (at 39%) and New Zealand’s (at 36%)
• 17 legal music services
• 4th deepest reach in LatAm (at 81%) of online video consumption

Peru
• In 2012 ranked #6 of Internet audience in LatAm with almost 10MM users, with 36.2% Internet penetration.
• Peruvians spend an average of 26.5 hours/month online, higher than the global average of 24.5 hours per month.
• 97% of Internet users visited an entertainment site in January 2012.
• Digital music share (streaming) is at 19%, the same as Germany’s and ahead of Belgium’s (18%) and Japan’s
(17%).
• YouTube reach: 73%
• Mobile penetration: 110%

Venezuela
• In 2012 ranked #5 of Internet audience in LatAm with almost 11MM users
• Has an under-developed (delete Has an, cap under-developed) digital music market (streaming) with 6%
• 5 Legal music services

Spain
• 63.1% (representing almost 25MM) of the population were Internet users March 2013
• 62.8% use social networks
• 8 in 10 of the top selling albums of 2012 were by local artists.
• Digital music share for streaming is 27% of the International average, the same as Brazil’s, Hong Kong’s, and the
Netherlands’, but ahead of France’s (23%) and Finland’s (21%)
• 29 legal music services

Clearly, potential Latin Music consumers are some of the most active communicators, networkers, and users of new
technologies and online services IN THE WORLD. Their adoption of, and the markets’ exponential growth in, devices
and online engagement, provide a never-before-seen opportunity through which to introduce, share, and directly
market new music and entertainment to these active, potential consumers.

Furthermore, these music and entertainment fans live in some of the most explosive growth areas on the planet for
mobile, providing a unique and historical opportunity for the music industry to market direct-to-consumer worldwide.

Founder and CEO of Navigation Partners LLC, Peggy Dold has in-depth experience in multi-cultural marketing, global
expertise in both the English- and Spanish-language entertainment markets, and in working with International media,
licensing, and strategic partners worldwide. Current clients represent the sectors of entertainment technology,
entertainment superstars, and independent recording artists. Projects include content development for multi-media
distribution as well as business development for new technologies and Talent (for the U.S. General Market, the U.S.
Latin Market, and for selected International markets.)

Ms. Dold is also co-Founder and co-CEO of April Sound Entertainment Group, a newly-formed Texas-based
company focused on Artist Development, Artist Management, Project Funding, and Music Publishing.

Until Universal Music’s acquisition of the Univision Music Group (May 2008), Ms. Dold was Vice President,
International, for the Univision Music Group, at the time, the largest Spanish language music company in the world.
 Contact information: www.navigationpartnersllc.com; peggy@navigationpartnersllc.com.

{Sources: comScore; Pricewaterhouse Coopers; Socialbakers; Futuro Digital,The Next Web; Pro Music; Music
Business Research; Internet WorldStars; Subsecretaria de Telecomunicaciones, Asociacion Mexicana del Internet;
US Media Consulting; Latin Link; IFPI Digital Music Report 2013; Statista, The Statistics Portal; Huawei;
Convergencia Research; COFETEL; Ministerio de Transportes y Telecomunicaciones; Nokia; UnidadReguladora de
los Servicios de Comunicacion; America Economia; Visa E-Commerce Study, Latin America, 2012; Camara
Argentina de ComercioElectronico; CamaraColombiana de ComercioElectronico; GSMA; ComisionNacional de
Comunicaciones de Argentina; Anatel; Subsecretaria de Telecomunicaciones, Ministerio de Tecnologias de la
Informacion y lasComunicaciones; Ministerio de Ambiente, Energia y Telecomunicaciones; Superintendencia de
Telecomunicaciones; Union Internacional de Telecomunicaciones, Everis; Oficina de Desarorollo de
lasTelecomunicaciones de la UIT; El Ministerio de Transportes y Comunicaciones; InstitutoNacional de Estadisticas;
ComisionNacional de Telecomunicaciones; Vision Mobile; Google; 3D Chile; LG Mobile Colombia; IDC; Futuro Labs;
New Media Trend Watch; eMarketer; InstitutoNacional de Estadistica; Nielsen}

Autores y el Mercado Latino de la Música August 9, 2009

En el actual panorama del Mercado de la música en Estados Unidos hay tantas oportunidades que
me sorprende oir que el negocio no esta muy bien . Nunca, antes de que la industria sintiera el
impacto de la era digital en la última década, ha habido tantas maneras de explotar la música que
creamos como ahora, vean esto:
A las tradicionales fuentes de ingresos que los autores siempre tuvieron: Regalías Mecánicas,
Sincronizaciones y Ejecución Pública se han agregado las siguientes:
Juegos de Videos: SEGA, WII, XBOX y muchas otras compañías están usando cada día más
canciones en español para sus juegos, tal es su interés por el Mercado latino de U.S y Latin
América. Cualquiera de estos juegos de video puede vender millones de copias y generar grandes
cantidades de regalías para los autores y editores.
RingTones, RingTunes: al Nuevo Rate recientemente confirmado por el Tribunal de Regalías de
la Biblioteca del Congreso de .24 centavos, este tipo de uso de las grabaciones es inclusive más
interesante que vender canciones a través de las tiendas de internet como I-Tunes y otras. Hay
una gran cantidad de ingresos siendo generados por este tipo de uso. Las compañías de telefonía
celular estan muy interesadas en usar música en español para atraer clientes para su nueva
generación de teléfonos.
Video RingTones, VideoRingBacks, Video Streaming: Los Videos Musicales de los artistas
latinos se están convirtiendo en un producto muy importante, ya sea en el teléfono o en el internet,
en las redes sociales como FaceBook, YouTube or MySpace, etc.La popularidad de los videos está
creciendo y las compañías de internet como Yahoo, Microsoft, Apple, MTV y Amazon por nombrar
solo algunas, pagarán grandes cantidades a las compañías de discos por el derecho al acceso a
los catálogos de videos.
Comerciales:las agencias de publicidad siempre estuvieron en el Mercado pero últimamente se ha
notado un gran incremento de campañas de publicidad dirigidas al Mercado Latino por compañías
como Western Union, State Farm, Verizon, Nissan, Corona, Chase Bank, and Toyota entre muchas
otras. Todas estas campañías tienen música de autores latinos y artistas latinos y generan muy
significativos ingresos de sincronización.
Descargas Digitales: aunque pareciera que los consumidores latinos no usan este sistema para
adquirir música, esto está cambiando. Las compañías de discos han incrementado muchisimo su
oferta de catálogo y nuevos lanzamientos a través de las tiendas de internet y los consumidores
estan respondiendo, especialmente los jóvenes y muy notablemente con el genero Pop.
el internet a reducido al mundo al tamaño de el monitor de tu computadora. Uno puede ahora
contactar a quien necesite, en cualquier lugar de este planeta, a través de el internet. Se pueden
co-escribir canciones con otro autor en Argentina, Brasil o España. Se pueden mostrar canciones,
escuchar las canciones de otro autor, se pueden hacer colaboraciones, hacer versiones de otros
autores u otros idiomas, se pueden descubrir nuevos artistas para las canciones de uno asi como
tambien nuevas compañías de discos y editores.
Asi que, con tantas oportunidades para sus canciones, los autores y editores se pueden dar cuenta
que todo lo que se necesita es trabajar duro, escribir buenas canciones y hacer equipo con un
buen editor independiente!
Hasta la proxima!
© 2009 Maximo Aguirre

http://latinlink.usmediaconsulting.com/2015/02/digital-to-dominate-surging-ad-spend-in-
latin-america/

The Data Every Latin American Digital Marketer Needs

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This post is also available in: Spanish

With oceans of data floating around, all from different sources and sometimes conflicting, it’s
key to be able to drill down to the essentials. So in this post we do exactly that with the Latin
American online market. A quick scroll down will show you some key numbers you can use for
background in preparing proposals or memos or for sharing with colleagues.

Market Size
Emarketer estimates there are 309 million Internet users in Latin America and that by the end
of 2015 there will be more than 331 million. Here’s a look at eMarketer’s projections of Latin
American Internet users with certain larger markets broken out (click to enlarge):
Average CTR for Online Ads in Latin America
Even though comScore and other sources rightfully point out that CTR is not really the best
measure for the effectiveness of online ads, just for reference, Sizmek reported the following:

 Average CTR for a banner ad in Latin America: .12%

 Average CTR for rich media ads in Latin America: .29%
 Average CTR for rich media polite video formats: .48%
 Average CTR for polite banners in Latin America: .15%
 Average CTR for expandable banners in Latin America: .19%

Email Marketing
While we don’t have recent numbers for all of Latin America, in late 2012 Return Path—an
email intelligence company—reported that Latin America had the lowest inbox placement rate
of all regions studied: 69%. In September 2014 Return Path noted that Brazil had 60% inbox
placement rate for emails, compared to rates of more than 80% in the U.S., Canada, U.K.,
France, Germany and Italy.

Mobile
According to eMarketer, 194 million Latin Americans access the Internet with mobile phones
and of these 126 million do so via smartphones. By the end of 2015 there will be more than
152 million smartphone users in Latin America and Chile will lead the region in smartphone
penetration with 55.5%.
While in 2015 Mexico will have the highest tablet penetration in Latin America at 35%, Brazil
will have nearly 35 million tablet users in 2015 compared to just under 23 million in Mexico.
Overall, by the end of 2015 more than 92 million Latin Americans will own tablets. Given that
the Population Reference Bureau reports that the region has a population of 618 million, this
means that there will be nearly 15% tablet penetration in Latin America by the end of 2015.
Below are some data tables from eMarketer on smartphone penetration and tablet penetration
in Latam (click to enlarge):

Smartphone Shopping
According to a 2014 study from ING Global Solutions, 54% of Latin Americans have bought a
product with their smartphones (click to enlarge):

Online Videos
A couple of sources offer guidance in this regard. The Digilats study from JWT surveyed more
than 9,000 Latin American Internet users from 9 countries and found that 67% said they
watched online videos (click to enlarge):

ComScore has a different set of numbers (click to enlarge):

Now, it’s important to note that comScore lists a smaller amount of Internet users for countries
than other sources. For example, if we extrapolate out the numbers above, it would seem that
comScore is reporting a total of 75 million Internet users in Brazil, while both IBOPE and
eMarketer indicate that their more than 100 million Brazilian Internet users.

In addition, data from Google and TNS indicates that Internet users in Brazil watch online video
ads more frequently than those in Argentina or Mexico. In fact, 36% of Brazilian Internet users
say they watch online video ads every day. Brazilians are also more likely than other Latin
Americans to watch mobile video: 35% of Brazilian smartphone users watch mobile online
videos at least daily, compared to 25% of Mexican smartphone users and 19% of Argentine
smartphone users.

Online Reviews
The Digilats study of Latin American Internet users by JWT indicated that significant
percentages of Latin Americans are reading online reviews of products (click to enlarge):

Online Research Before Purchase

A recent eCMetrics study of Christmas shoppers in Latin America showed that a majority of
Latin Americans tend to research products online before purchasing, including reading product
reviews. This dovetails with results from other studies. For example, the Consumer Barometer
study from TNS and Google showed that 47% of Argentines researched their last purchase
online and offline while 53% of Brazilians AND 53% of Mexicans reported doing the same
thing. In addition, the JWT Digilats study showed the products that Latin American Internet
users were most likely to search online (click to enlarge):
Social Media
It’s fairly obvious that this is a huge area with Latin American Internet users. Some of the key
takeaways with this would be:

>>>Latin Americans spend more time on social media than people from any other region (click
to enlarge):

>>>The overwhelming majority of the time that Latin Americans spend on social media is spent
on Facebook (click to enlarge):

>>>Mobile is increasingly becoming an important way for Latin Americans to access social
media (click to enlarge):
Contact us to find out more how we can help you reach Latin American Internet users with
digital media buying or via MediaDesk, Latin America’s premier programmatic buying platform.