The Pro Surfer Avg. age: 40.1 years

Avg. monthly income: US $1145

Avg. time spent online per day: 4.5 hours

Key:

20142016

ARGENTINA

BRAZIL

CHILE

COLOMBIA

COSTA RICA

MEXICO

PERU

VENEZUELA

USA

LATIN AMERICA

22.1

14.1

20.4

19.3

15.7

40.5

40.5

22.9

5.1

24.4

19.9

7.3

17.1

23.8

27.1

16.1

26.1

11.5

18.6

Traditionalist

9.1

13.9

7.7

12.1

8.7

15.6

11.0

11.5

7.2

11.2

33.3

15.4

34.7

38.1

34.4

40.6

37.8

30.6

33.1

Spectator

13.826.2

15.737.6

7.5

13.7

10.2

11.0

10.3

10.0

28.0

22.4

23.6

24.3

20.5

34.7

13.7

11.527.2

Explorer

55.020.5

56.339.8

64.420.2

54.915.7

65.314.9

32.919.1

38.215.7

55.623.2

74.0

53.021.1

Pro Surfer

Latin America e-Readiness report

Every two years Visa conducts a strategic review of e-Readiness in Latin America in partnership with Euromonitor International. This helps to identify areas of opportunity as well as encourage Internet adoption.

2016Latin America

Consumer profiles

Over half of Internet users in Latin America fall under the Pro Surfer profile (shop online once a month). This demonstrates consumers’ growing familiarity and increased comfort with buying online. Yet, there is still room for development with 24.4% of Latin American’s having never shopped online.

PERU 4.6 23.4 28.5 30.9 58.4

ARGENTINA 14.8 44.2 45.0 41.1 60.2

BRAZIL 33.5 53.6 60.4 36.3 70.0

CHILE 8.8 41.0 41.9 42.0 57.4

COLOMBIA 11.0 33.6 38.8 29.1 63.2

COSTA RICA 7.4 34.4 39.7 42.2 50.4

MEXICO 14.5 31.3 37.9 50.5 66.6

VENEZUELA 9.3 30.3 44.6 19.4 37.4

USA 100 100 87.8 90.9 100

LATIN AMERICA 19.5 40.7 46.4 40.1 63.7

MONETARY CONNECTIVITY

E-COMMERCEPRESENCE

DEVICE ACCESS

ON-GROUND LOGISTICS

ONLINE CONNECTIVITY

e-Readiness breakdown

The e-Readiness index helps to measure how developed e-Commerce is in a particular country or region.

BRAZIL MEXICOCHILEARGENTINA COLOMBIA PERUCOSTA RICA VENEZUELALAT AMUSA

94.5

41.7 40.049.3

37.3 34.4 34.841.3

29.4 27.5

Leading profile

Regional overview

Strong growth is expected for e-Commerce in Latin America, with an annual market growth rate of 13% by 2020.

Internet Users: 50%

Online Buyers: 19.8%

633.8MILLION

50.9%Smartphones

48.7%

Personal computers

9.6%Tablets

Percentages shown out of households.

13%

The e-Commerce market value is set to increase annually by:1

$92.2 BILLIONEquating to: 10.2% of Internet retailing

was through mobile.

Internet Retailing: 55%

= $27.6 billion

$50.1BILLION

1 Compounded Annual Growth Rate (CAGR) All statistics from “e-Readiness in Latin America, 2016”, a report prepared for Visa Inc. by Euromonitor International

Visit vi.sa/latam-ereadiness-en for more information.

E-REAdINEss INdEx

41.7

Population Device Possession 2020 Forecast2015 e-Commerce Market Value