internet audience behavior in central america

WOMMA Brand Council

Internet Audience Behavior in Central America

This is a territory where: Disruption hit and some didn’t notice

Google is a Saint Facebook is King

Youtube is QueenOpportunity is everywhere

A territory of new settlers

More than

10 years

Between 3

to 5 years

Between 5

and 10 years

Between 1

and 3

years

Less

than 1 Year

• Ultra Newbie

• Newbie

• Observer

• Active Liker

• Active Spammer

• Surfer

• Silver Surfer (Offline influencer)Data from: http://ilifebelt.com/

We love soccer

• Texaco

• World cup regional campaign

Talk about my country and my roots

A territory of real nomads

Home

Work

Public WiFi

School/ University

Cyber Café

Street

Other

0% 5% 10% 15% 20% 25% 30% 35%

Place

PC28%

Mobile 27%

Laptop24%

Tablet16%

Game Console

4%

TV1%

Data from: http://ilifebelt.com/

Internet rules over Public Opinion

Between the lines

• Real user

• Alter ego

• Fake user– Burka

– Spider

• Conspirator– Burka

– Spider

It’s my

Fundamental

Source of

information

Important

Secondary

Source

Secondary but

not important

It’s not an important

source

68 % said that following a brand

has motivated them to buy products

or services Data from: http://ilifebelt.com/

Advertisers mind set

• I don’t need it

• I don’t know where to start

• How do we do it our selves?

• Ask our traditional agency

• Get someone that knows about this

• Get a Digital Agency

Internet advertising is OK… but

I neither

like it or

dislike it

It is

interesting

Bothers

me

Data from: http://ilifebelt.com/

Internet advertising?

Top 5 uses of Internet

• Tied in #1

– E-mail

– Social media

– Watch videos

• Read news

• Upload photos

• Chat

• Downloads

Growing Fast YoY

Ask.fm 770%

Pinterest 270%

Linkedin 236%

Tumblr 98%

Social media used as anothertraditional media chanel

Shopping still happens at the store

http://www.nielsen.com/

Social media used as a benefits guide orcupon book

Questions?

Contact me

Rodolfo Salazar (@rokensa)

rodolfosalazar.com

rodolfo.salazar@rokensa.com

www.ideaworks.la

www.ideaworks.la