Published on's South & Central America Trend Bulletin looks at how Latin Americans don’t want to sacrifice their tech superpowers, but they do want help with ONLIFE MANAGEMENT. As Latin American consumers embrace advice and tools to help manage their connected selves.

Published in: Business, Technology's ONLIFE MANAGEMENT

  1. 1. Latin American consumers are embracing advice and tools to help manage their connected selves. SOUTH & CENTRAL AMERICA TREND BULLETIN June 2014 ONLIFE MANAGEMENT
  2. 2. Connected living means a million problems. Life in the combined digital/physical space brings particular challenges. Yes, that’s a global phenomenon. But it’s playing out in its own way in Latin America. Now, connected Latin Americans expect innovative, effective solutions to help them manage, control, filter and shape their relationships with connectivity. Okay, the online space has also empowered millions of Latin Americans to live better lives ;) ONLIFE 2
  3. 3. Three directions for ONLIFE MANAGEMENT in 2014 and beyond. Consumers don’t want to disconnect from their tech superpowers. They just want balance. From data privacy to kidnapping risk, security is a key concern. The region is evolving its own answers to the problems of online manners. 1. ONLIFE BALANCE 2. ONLIFE SECURITY 3. NETIQUETTE 2.0 ONLIFE 3
  4. 4. We obviously offer much more than monthly Trend Bulletins... Your complete trend and innovation solution. Introducing our 2014 Premium Service Find out more 2014 Trend Report Trend Framework Innovation Database Industry Updates Apply Toolkit Monthly Updates 1-page Trend Handouts 1 2 3 4 5 6 7
  5. 5. ONLIFE MANAGEMENT For more details on the innovations that follow, read the web version of this Bulletin. ONLIFE 5
  6. 6. Managing connection time. 1. ONLIFE BALANCE Wifi connections are (almost) everywhere along with ever- faster broadband – but it’s mobile that turbocharged the region’s 24-hour HYPERCONNECTIVITY. In 2013, Latin America saw a greater increase in smartphones sales than any other region. Sales rose 96% in Q4 2013. (Gartner, February 2014) No wonder more Latin American consumers are embracing tools and services that help them manage connection time against other lifestyle demands. ONLIFE 6
  7. 7. 1. ONLIFE BALANCE: FEATURED INNOVATIONS Polar: Anulador De Celular Brazilian lager brand blocks cellphone signals with beer cooler ONLIFE 7
  8. 8. 1. ONLIFE BALANCE: FEATURED INNOVATIONS WOK: La Mejor Conversación Colombian restaurant encourages patrons to leave smartphones and have face-to-face conversations ONLIFE 8
  9. 9. 1. ONLIFE BALANCE: FEATURED INNOVATIONS Castillo de Molina: Cell Parking Chilean wine brand rewards restaurant guests who ‘park’ their phones ONLIFE 9
  10. 10. 1. ONLIFE BALANCE: FEATURED INNOVATIONS Macanudo Bar Hostel Argentine hostel bar features anti-’phubbing’ glass jars on tables for smartphones ONLIFE 10
  11. 11. 1. ONLIFE BALANCE: FEATURED INNOVATIONS ¡Venga! Tapas bar rename wifi routers to discourage wifi use in São Paulo ONLIFE 11
  12. 12. Latin American consumers have data privacy concerns of their own. And then there’s kidnapping... 2. ONLIFE SECURITY While concern about the dissemination of data to brands, hackers and governments is global, for some South and Central Americans still haunted by memories of authoritarian governments spying on their own citizens, concerns around data security and privacy are particularly acute. The proportion of residents in São Paulo who aren’t confident in the security of their personal data jumped from 49% to 72% between 2012 and 2013. (Fecomercio, August 2013) Secondly, many consumers are aware of the role that the online space can play in other dangers heightened in the region. One example? The threat of gangs identifying kidnapping targets by scouring photos of children posted on public networks. Now, Latin Americans want protection: from advertisers stealing their data, from government snooping, and from criminals. ONLIFE 12
  13. 13. By 2012, 83% of adults in Mexico reported to have been victims of cybercrime. SYMANTEC, JULY 2012 ONLIFE 13
  14. 14. 2. ONLIFE SECURITY: FEATURED INNOVATIONS Marco Civil da Internet Brazilian government approves a civil rights framework for the internet ONLIFE 14
  15. 15. 2. ONLIFE SECURITY: FEATURED INNOVATIONS Facepopular Argentina’s Ministry of Culture sponsors anti-establishment social network for Latin Americans ONLIFE 15
  16. 16. 2. ONLIFE SECURITY: FEATURED INNOVATIONS Google Latin America, RedNATIC & Save the Children: TODO A 1 CLIC Brazilian government approves a civil rights framework for the internet ONLIFE 16
  17. 17. 84% of Latin American teenagers recognize they know very little about their rights and responsibilities in the safe use of information and communication technology. CHICOS.NET, SAVE THE CHILDREN & REDNATIC, MAY 2014 ONLIFE 17
  18. 18. The do’s and dont’s of ONLIFE. 3. NETIQUETTE 2.0 ‘Netiquette’ may be a 90s buzzword, but hyperconnectivity and a host of new platforms mean new etiquette questions (with region-specific answers): “Should my kids turn off their phones at dinner?” “Should I post my baby photos online?” “Can I take a selfie in the restroom?” And now, there are legal questions to consider (see Brazil’s Marco Civil da Internet above). No wonder South and Central American consumers are looking to brands to help them navigate the minefield that is online manners. ONLIFE 18
  19. 19. 3. NETIQUETTE 2.0: FEATURED INNOVATIONS Peixe Morre Pela Boca Upcycled shipping containers converted into digital learning centers in South Africa ONLIFE 19
  20. 20. 3. NETIQUETTE 2.0: FEATURED INNOVATIONS American School Way English school in Bogotá runs “tired of contests for likes” campaign ONLIFE 20
  21. 21. 3. NETIQUETTE 2.0: FEATURED INNOVATIONS UNE: WIFI AMBULANTE Colombian telecom provider provides free wifi via street vendors ONLIFE 21
  22. 22. 3. NETIQUETTE 2.0: FEATURED INNOVATIONS Guaraná Antarctica: The Post Brothers Facebook app from Brazilian soda brand checks if content is cool enough to post ONLIFE 22
  23. 23. NEXT So where is the rising demand for ONLIFE MANAGEMENT pushing consumers, and how should brands respond? ONLIFE 23
  24. 24. Consumers will embrace devices and social networks that have (optional) behavior management built in. From smart homes (gardens, cars and offices) to wearables, the possibilities for seamless etiquette prompts, and nudges from new technology platforms are endless. Synced Services NEXT ONLIFE 24
  25. 25. Consumers will increasingly want to manage their behavior online and on public (or semi-public) social networks, but what about truly private spaces online? Could the freedom allowed by ephemeral messaging apps be taken further? And what happens to digital anonymity as the boundaries between online and offline become ever more porous? Networks Inside Networks NEXT ONLIFE 25
  26. 26. There is plenty of room for brands to make parents’ lives easier – and less nerve-wracking – through campaigns or games that teach safe, secure and responsible online behavior. Education NEXT ONLIFE 26
  27. 27. ONLIFE 27
  28. 28. 1. Our 2014 Premium ServiceOur free South & Central America Bulletins 2. Subscribe to our South & Central America Bulletins here. SuBSCRIBe Me » MORE... If you have any comments, suggestions or questions then please do let us know. Just email: Nathalia Souto Client Services Director South & Central America About us Established in 2002, is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 250,000 subscribers in 180 countries. More at Should you be one of our 1,200+ Premium clients? Now... Enjoyed this Trend Bulletin? Want more? See how Premium will benefit you
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