Portada Latam Summit 2012 - Star Innovators and Entrepreneurs
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Transcript of Portada Latam Summit 2012 - Star Innovators and Entrepreneurs
The Near Future
Source: Harvard Business Review
Source: Harvard Business Review
Source: Harvard Business Review
TECHNOLOGY and ACCESS
With advances in technology and infrastructure, broadband penetration is growing rapidly in Latin America
2006 2007 2008 2009 2010 2011 2012
6%11%
15%21%
28%
33%
44%
72%
42%40%
34%
17%
31%BroadbandGrowth
GROWTH in Internet Users
Today there are over 129MM internet in Latin America
Largest WW growth at +16% December 2011 vs. 2010Representing 9% of worldwide internet audience
Source: Comscore “Future of internet Latam” 2012
Puerto Rico
Venezuela
Mexico
Colombia
Chile
Argentina
Brazil
Peru
Latin America
16.2
18.7
21.1
22.7
26.1
26.7
26.7
27
24
Average hours spent by each user!
The number of Internet heavy users almost TRIPLED from 2006-2011
GROWTH in usage= Engagement
Source: Comscore “Future of internet Latam” 2012, TGI Latina Wave I&II 2011
Source: TGI Latina 2006- 2012
GROWTH= ONLINE VIDEO USAGE BOOM
GROWTH= ONLINE VIDEO USAGE
Total Videos Viewed Dec. 2011
% Growth vs. 2010
Average Videos per Viewer
% Reach of Online Video
Argentina 1,457,772 +74% 124 88%
Brazil 4,704,910 +75% 110 83%
Chile 966,126 +91% 147 89%
Mexico 2,984,048 +80% 141 84%
Vs. 86% in the US!Source: Comscore “Future of internet Latam” 2012
Source: TGI.net Year 2010 Wave II + 2011 Wave I >> Y11w2_Y12w1 v.09.21.2011 – Online video viewers last 30 days (AR, BR, MX)
Att
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Op
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Who are they?
Skewed to 18-34 year olds Top 30% Socio- EconomicLevel
Internet= Main Source of Information + EntertainmentEarly Adopters of Technology Movie Lovers
73.5% access Internet at Home everyday
Heavy Internet Users
The 4 Types of Online Video Users
15%
28%
25%
32%
The Broadcaster
The Stand-Out
The Video Guy
The Information Seeker
Source: TGI.net Year 2010 Wave II + 2011 Wave I >> Y11w2_Y12w1 v.09.21.2011 – Online video viewers last 30 days (AR, BR, MX)
Source: TGI.net Latina (Mexico, Argentina, Brazil) 2012.
Online Video users Pay TWICE more attention to Internet ads than the rest of the population
What does this imply to brands?
Level of AttentionLevel of IntrusionBrand Likeability & ImagePurchase intent
Research Partners:
Key Metrics
Opportunity
Latam Media Investment Growth 2008-2011
2008 Media Investment: US$17,846MM
2011 Media Investment: US$20,788MM
There is still an opportunity Gap for Latam
Source: Price Waterhouse Coopers
Pay TV Magazine Newspaper OOH Radio Open TV Digital
56%
-2%
9%21% 20%
12%
69%
Successful Entrepreneurs
JUAN IMAZ, CEO, Media Response Group
Jaime Lanchares, CEO de Unkasoft