The penetration of Internet in Latin America will reach 60% in 2015
The data picked up throughout the last decade indicate that Latin America has experienced one of the greater economic growth at world-wide level. In the last 10 years more than 50 million people in the region have been able to enter in the middle-class.
As a result of this economic prosperity, Latin America has become the region with greater inter-annual increase of advertising investment. The prognoses indicate that the investment with respect to the data picked up in 2013 will increase throughout 2014 a 12%. To emphasize that Brazil will be able to put in top five of the great advertising markets of the world only surpassed by the USA, Japan, China and Germany.
U.S. Average Consulting has presented a report on the present and future of means in Latin America happening from the traditional television to the programmatic purchase of publicity online. The main conclusions drawn by this report are the following;
The television commands
The opened television in is the predominant means in Latin America with very high percentage of penetration in Peru (98%) and minimums in Honduras (92%) and Guatemala (77%). In countries as Brazil, the television represents 66% of the advertising investment whereas in Uruguay and Mexico already it surpasses 50%.
The pay television also shows a good health. This report indicates that in April of 2013 it reached a penetration of 55% in Latin America and the prognoses aim at that will stay to the rise. For example, Colombia surpasses the 7 million subscribers and in Argentina they are on the verge of reaching 10 million. The forecasts indicate that for 2018 it hopes that 90% of the Brazilian homes will have pay television arriving at a hearing of 173 million people.
Internet does not know barriers
Argentina, Colombia, Mexico and Brazil altogether surpass the 2018 million internauts. The report makes a forecast for 2015 of which in all the region 60% of penetration are reached which is translated in the incorporation of 120 million new users of Internet to the network.
U.S. Average Consulting makes reference to the paper of Internet in the purchase processes: eight of each ten Latin American users inquire in the network on products before buying them. In Colombia in the automobile sector, 90% of the buyers inquire through Internet before acquiring a car. Number that in Brazil already reaches 95%.
One hopes that in the region for 2015 the investment in programmatic purchase grows a 600% and 8,900% for 2018. The increase in the video consumption online is another one of the phenomena that are taking place in the region. In Argentina, it has a reach superior to 95% of the users, in Chile, to 90%, in Brazil, to 85% and in Mexico 80%. Also a growth in the electronic commerce as a result of the economic growth has been experienced. The sales online have happened of the 1,600 million dollars of 2003 to 70,000 million registered in 2013.
Great presence of the mobiles
In Latin America the penetration of the mobile phones already has reached the 105% and the forecasts indicate that it will reach the 130% in 2015. Mexico and Chile are the countries that register a greater penetration of smartphones, with a 35% and a 30% respectively.
Although between 2012 and 2013 they have registered some significant tip, the certain thing is that the tablets still represent smaller quotas in these markets. The forecasts indicate that this year 10 million units will be sold in Brazil, Mexico will surpass the 6 million units and Chile will remain near 2 million.
When taking place an increase in the penetration of the movable devices has undergone a growth in the use of movable growing for example in 2013 three times in Costa Rica and twice average Internet more in Brazil. With respect to the advertising investment that is destined to the movable channel this will reach the 132 million dollars in 2014 in Brazil and the expectations for 2017 speak of 730 million dollars.
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