Final Kantar Versailles Breakfast Club
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Final Kantar Versailles Breakfast Club

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VBC Presents: "Latin America Media & Consumer Trends 2011-2014" Hosted by Jimena Urquijo of Kantar Media/TGI Latina

VBC Presents: "Latin America Media & Consumer Trends 2011-2014" Hosted by Jimena Urquijo of Kantar Media/TGI Latina

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Final Kantar Versailles Breakfast Club Final Kantar Versailles Breakfast Club Presentation Transcript

  • Latin America Media &Consumer Trends
  • Introduction to TGI © 2010 Kantar Media 2
  • GLOBAL TGITHE BASICS We are an international network of single- * sourcemarketing and media research surveys TGIdata is available for 67 markets, across 6 * continents, representing 1 ½ billion consumers worldwide TGI is recognised as a market leader for yielding information on consumers’ demography, attitudes, * media consumption and usage of products & brands Currently being used by a number of market * leading brand owners internationally © 2010 Kantar Media 3
  • HOW CAN CLIENTS USE GLOBAL TGIINFORMATION? In existing & potential• Consumer profiling markets 77% of the C class in Latin America believe their financial situation will be better a year from now.• Brand positioning The top three beers brands among the sports opportunity in Latin America are Brahma, Bohemia and Corona.• Strategic planning The trend away from uniformity and towards individualization is especially prevalent in some markets. In China, 58% of men aged 18-24 say they like to stand out in a crowd, compared with 37% of the same group in the US• Segmentation In Great Britain, people aged 45-54 are most likely to be classified as "Keen Greens" according to the Greenscape environmental engagement segmentation• Tactical marketing and media analysis In South Africa, 14% of internet users visit websites that provide health information• Trend analysis Multi-channel viewership in the past week in Latin America has increased from 34% to 43% since 2006. © 2010 Kantar Media 4
  • GEOGRAPHICAL COVERAGE OF TGI: 67 MARKETS Europe Azerbaijan Bulgaria Croatia North America Czech Rep. Finland France Germany GB Greece Canada Hungary Israel Italy USA Montenegro N. Ireland Norway Asia Poland Portugal R. Ireland Russia Serbia Slovak Rep. China Hong Kong Slovenia Spain Sweden India Indonesia Turkey Ukraine Japan Korea Malaysia Philippines Singapore Taiwan Latin America Thailand Vietnam Middle East & Africa Argentina Brazil Chile Colombia Algeria Bahrain Ecuador Mexico Egypt Iran Peru Puerto Rico Jordan Kenya Australasia Venezuela Kuwait Lebanon Qatar Saudi Arabia Australia S. Africa Syria New Zealand Tanzania Uganda U.A.E © 2010 Kantar Media 5
  • Important Trends in the Region Rise of the Middle Class Hot Sports Opportunity Hot Online Offline Shift & Growth Mild Mobile Phone: New Media Platform Medium New Digital Opportunities Hot © 2010 Kantar Media 6
  • The Rise ofthe MiddleClass Hot © 2010 Kantar Media 7
  • The Middle Class in Latin America • It represents almost 40% of the regions population, and it’s still growing • Growing middle class whose consumption pattern is increasing at a faster rate than the rest of the population (ie. AB & DE social classes) – Increased purchasing power – Aspirations fueled by the Internet and access to credit • Higher Internet Usage and access to more credit cards • 53% of the Middle Class is younger than 34 years of ageFilter: Bra, Col, Ecu, Mex, Ven, Per © 2010 Kantar Media 8
  • The Middle Class in Latin America The size of the middle class grew 26% in five years while the DE class shrunk 23%.Filter: Bra, Col, Ecu, Mex, Ven, Per Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 9
  • The Middle Class in Latin America While the middle class grows so does their purchasing power. Consumption habits  Own more pc’s  Higher Internet Usage  More Airline TripsFilter: Bra, Col, Ecu, Mex, Ven, Per Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 10
  • Consumer Confidence: Future Situation Given the economic stability, the middle class has a bright outlook for the future. Its an increment of 12% in the past 5 years. Total AB C DE Better 1 year from now 74% 79% 77% 67% Worse 1 year from now 7% 4% 6% 11% Same 1 year from now 16% 14% 14% 18%Filter: Bra, Col, Ecu, Mex, Ven, Per Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 11
  • Be Mindful:Although the population has new-foundpurchasing power, their purchases andchoice of brand are influenced by theirinherited values and the environmentthey grew up in.Their aspirations are fueled by theInternet and access to credit. © 2010 Kantar Media 12
  • OUR ENVIRONMENT DEFINE OUR VALUES•AND NOT THE OPPOSITEWe inherit values from the environment in which we grow up © 2010 Kantar Media 13
  • WHY DOES THE CONSUMER BEHAVE AS HE DOES ? WHY DOES THECONSUMER BEHAVE AS HE DOES ? WHY IMAGE FROM UNCONSCIOUS MOTIVATION TO CONSCIOUS MOTIVATION © 2010 Kantar Media 14
  • SportsOpportunity Hot With the upcoming 2014 World Cup and 2016 Olympics being hosted in Latin America, a new opportunity to reach sports fans exists. © 2010 Kantar Media 15
  • Sports Target OpportunitySports target opportunityThe upcoming World Cup and Olympics in Brazil present an opportunity weshould tap into. Sports Target Opportunity LatAmWatched Sports on TV 51% 40% 35%Attended Sports 11% 30%Practice Sports 30% 25%Use 2 out of 3 26% 20% 15% 10% 5% 0% Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 16
  • Sports Audience OpportunitySoccer is still the most popular sport, but not the only one. The Sports Audience Opportunityuse different media vehicles to keep updated with sport news and scoreboards. Sport Consumption Top Sports Watched Soccer – National 63% Media Vehicles TV Program: Sports: Live 80% Car Racing 33% TV Program: Sports: News 72% Soccer – European 28% Boxing 25% TV Program: Sports: Commentaries 63% Volleyball 24% TV Program: Extreme sports 52% Swimming 22% Read Newspaper Section: Sports 47% Soccer – Other Latin 22% American Country TV Program: Sports: Pre-recorded/ Gymnastics / Olympics 21% 42% Edited Freestyle Wrestling / MMA 21% Read Magazine Section: Sports 28% Free Fight Athletics 20% Radio Program: Sports: Commentary 26% Beach Volleyball 19% Radio Program: Sports: Live 25% Tennis 19% Internet: Visited a sports site 24% 26% watch 5+ sports 27% use 7+ of the media vehicles above to follow sportsFilter: Sports Audience Opportunity Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 17
  • Sponsorship Opportunities- WOM Segment The proportion of Champions across multiple categories is high amongst the Sports Target opportunity Sports Target Champions Mobile Phone 163 Tourism/Travel 161 20% of the Sports Target Opportunity is TV, Video & Audio 159 a Champion. Cars 147 (Index 126 vs 91 ) Financial & Insurance 140 Soft Drinks 140 Alcoholic Drinks 129 Champions amplify your reach x3!Filter: Sports Target Opportunity Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 18
  • Sponsorship Opportunities Among 35% of the “Sports Opportunity” “Sports Opportunity” watched the World Cup in 2010 Technology 2007 2011 Own DVD Player 64% 85% Computer 40% 62% Beer Energy Drinks Camera Ownership 50% 58% MP3/ MP4 Player 34%Consumption: 26% in 34% of the “sports 2007 to 30% in 2011 opportunity” Credit Cards consumed beer in the past 7 days Credit Card Ownership: Has increased 17% from 36% in 2006 to 42% in 2011 1. BrahmaRed Bull remains 2. Bohemiathe market leader 3. Corona with 58% penetration © 2010 Kantar Media 19
  • Inevitably the evolution of media consumption has altered the state of advertisingand thus created an ever growing demand for more diversified multi-platformapproaches.Online Offline Shift & Growth Mild © 2010 Kantar Media 20
  • Global Media PenetrationHow does LATAM measure up to other global regions? Broadband’s explosion in the last 5 years andhow it serves as ‘the’ portal for all media. 43% 84% 73% 68% 88% 39% 52% 63% 43% In LATAM Broadband 68% 69% 52% has grown 291% in the last 5yrs! - 82% 43% Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 21
  • Status of Media Penetration in LATAM OFFLINE ONLINE Listened to Watched TV Read Read Radio Broadcast MCHH Newspaper Magazines Radio Programs Newspapers Magazines(7Days) (7Days) (7Days) (7Days) (Any) (Last 30Days) (Last 30Days) (Last 30days) (Last 30Days) Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 22
  • Touch PointsThrough integration, traditional media has expanded it’s reach. The outlook is that asbroadband continues it’s climb this too will follow suit. Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 23
  • Mobile Phone: New Media PlatformMedium Mobile Phone Prepaid vs. Details Monthly Smartphones © 2010 Kantar Media 24
  • Mobile Phone Details 69% of mobile phone owners receive mobile marketingMore than 3/4of the LatinAmerican population personally own 50% received mobilea mobile phone. marketing in the past week!•Cell phone Ownership has increased inLatin America from50%in 2006 to77%in 2011.•The percent of people who used theinternet featureon their phone in thepast 5 years hasincreased 56%. Filter: Own Mobile phone & Own internet feature Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 25
  • Prepaid vs. Monthly Payment Plan It is important to note that that the pre-paid population and the monthly payment population use different mobile features. 63% of the mobile phone population have a pre-paid plan 20% of the mobile phone population have a monthly plan People with a monthly payment plan are more likely than the prepaid population to own an internet feature 43% vs. 29%. Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 26
  • Smartphone Ownership 9% of Latin Americans Own a Smartphone Rise ofSmartphones = Access Throughout the day to Apps the internet platform • 65% of Smartphone owners in Latin shifts from Wi-Fi to America purchased a Smartphone in the standard connection past year. & impacts activities • Usage for both personal and business among Smartphone owners increased from 25% in 2008 to 35% in 2011. Filter: Own Mobile Phone © 2010 Kantar Media 27 Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
  • New Digital Opportunities Deal-of-the-day websites Hot Online Banking Social networks © 2010 Kantar Media 28
  • Internet in Brazil• Brazil is growing and the internet is reaching all SEL Internet User Universe Source: Target Group Index – Br11 w2 + Br12 w1 © 2010 Kantar Media 29
  • Internet in BrazilInternet users are much more likely to consume mutliple media simultaneouslycompared to the general population. Simultaneous consumption TV + RD TV + Mag. Media Consumption 23% Pop: 19% overlap 17% TV + RD RD + Mag. Internet 15% users 62 % 12% Newsp.+ RD TV + WEB Pop: TV + Newsp. 11% 26% 37% Population 23% 54% Source: Target Group Index – Br11 w2 + Br12 w1 © 2010 Kantar Media 30
  • The Internet: A Source of Innovation & Leverage Deal-of-the-day Websites• More than 1/2 of internet Purchased consumers are registered with a deal of the day website and 42% regularly buy a product or service. Deal-of-the-day website registered consumers purchase products and services 23% more frequently than the• Internet consumers spend on average online shopper. 62% of these consumers trust average R$110 per month credit cards for online shopping shopping online Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 31
  • The Internet: A Source of Innovation & Leverage Deal of the day website consumers are impulsiveInternet Shopping online shoppers. Category Internet Deal-of-the- Index Users day ShoppersBooks 14% 28% 198Food/Drink, Restaurants /Bars 6% 23% 410Airline trips 8% 20% 235Health & Beauty Services 5% 19% 354Telephone/Accessories 10% 18% 177Cosmetics 6% 17% 269Health & beauty Products 6% 17% 272Electronics 9% 16% 184Clothes/Jewelry 7% 16% 230 Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 32
  • The Internet: A Source of Innovation & Leverage Social Media 79% of internet consumers in Brazil actively participate in Social Networks Activities They participate on average in 5.6Visual Activities (Videos, photos..) 71% Social networking activities perAccess, create, maintain virtual 70% month.communityInteract with known people 65%Submit articles/commentaries for 47%public sitesCreate, maintain, access blogs 36%Meet people 26%Access a chat room 16%Online Encounters 12%Connect through videogame system 10% Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 33
  • The Internet: A Source of Innovation Financial Products 84% of internet consumers use at least one e-banking product or service compared to an average 10% for the total population 45%take part in a financial activity online 5 times more than the total universe Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 34
  • Upload UploadLife Events Video Clip Photos Gambling/Lottery Download Sports Movie/Trailer Finished High School Search &/or download Retired Started software/ Price university applications Comparison Children married or Travel Plans/ Finance/ grand- Got married Reservations Banking children born Access Download Health Sites Bought first house or Podcasts car . Birth of children Gambling on Download Internet Movie/Trailer Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 35
  • Summary Important Trends in the RegionI. Rise of the Middle Class HotII. Sports Opportunity Hot Be mindful of…III. Online Offline Shift & Growth Mild • Inherent valuesIV. Mobile Phone: New Media Medium • Infrastructure, bureaucracy andPlatform Security: Achilles Heel • More women working, less children, higher purchasing power Hot • Growing protectionist policiesI. New Digital Opportunities © 2010 Kantar Media 36
  • THANK YOU! © 2010 Kantar Media 37