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Portada Latam Summit 2012 - Star Innovators and Entrepreneurs

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The ways in which new technologies are changing the behavior of consumers and its implications for the world of business. …

The ways in which new technologies are changing the behavior of consumers and its implications for the world of business.

Watch this presentation on YouTube - http://www.youtube.com/watch?v=fke4z6tilKc

Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013.

Learn more at: http://www.portada-online.com/conferences

Published in: Business, Technology

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  • The last year we have experience a huge growth of online video views in LATAM with
  • 2012: digital share 20% WW vs. 7% Latam
  • 2012: digital share 20% WW vs. 7% Latam
  • Transcript

    • 1. The Near FutureSource: Harvard Business Review
    • 2. Source: Harvard Business Review
    • 3. Source: Harvard Business Review
    • 4. TECHNOLOGY and ACCESS 72% 42% 40% 44% 34% 33% 31% Broadband Growth 29% 21% 17% 15% 11% 6% 2006 2007 2008 2009 2010 2011 2012 With advances in technology and infrastructure, broadband penetration is growing rapidly in Latin America
    • 5. GROWTH in Internet Users Today there are over 129MM internet in Latin America Largest WW growth at +16% December 2011 vs. 2010 Representing 9% of worldwide internet audienceSource: Comscore “Future of internet Latam” 2012
    • 6. GROWTH in usage= Engagement Average hours spent by each user!Latin America 24 Peru 27 Brazil 26.7 The number of Argentina 26.7 Internet heavy Chile 26.1 users almost Colombia 22.7 TRIPLED from 2006-2011 Mexico 21.1 Venezuela 18.7 Puerto Rico 16.2Source: Comscore “Future of internet Latam” 2012, TGI Latina Wave I&II 2011
    • 7. GROWTH= ONLINE VIDEO USAGE BOOMSource: TGI Latina 2006- 2012
    • 8. GROWTH= ONLINE VIDEO USAGE Total Videos % Growth vs. Average % Reach of Viewed Dec. 2010 Videos per Online Video 2011 ViewerArgentina 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
    • 9. Who are they? Skewed to 18-34 year olds Top 30% Socio- EconomicLevel 73.5% access Internet at Home everyday Heavy Internet Users Attitudes and Opinions Internet= Main Source of Information + Entertainment Early Adopters of Technology Movie LoversSource: TGI.net Year 2010 Wave II + 2011 Wave I >> Y11w2_Y12w1 v.09.21.2011 – Online video viewers last 30 days (AR, BR, MX)
    • 10. The 4 Types of Online Video Users The Broadcaster The Information 15% Seeker 32% 28% The Video Guy 25% The Stand-OutSource: TGI.net Year 2010 Wave II + 2011 Wave I >> Y11w2_Y12w1 v.09.21.2011 – Online video viewers last 30 days (AR, BR, MX)
    • 11. Online Video users Pay TWICE more attention to Internet ads than the rest of the populationSource: TGI.net Latina (Mexico, Argentina, Brazil) 2012.
    • 12. What does this imply to brands? Level of Attention Key Level of Intrusion Metrics Brand Likeability & Image Purchase intentResearch Partners:
    • 13. Opportunity
    • 14. There is still an opportunityGap for Latam 69% 56% Latam Media Investment Growth 2008-2011 21% 20% 9% 12% -2% Pay TV Magazine Newspaper OOH Radio Open TV Digital 2011 Media Investment: 2008 Media Investment: US$20,788MM US$17,846MMSource: Price Waterhouse Coopers
    • 15. Successful Entrepreneurs JUAN IMAZ, CEO, Media Response Group Jaime Lanchares, CEO de Unkasoft