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The Digital Ecosystem and Implications for Marketing Research

A compilation of secondary data about the digital space in Latin America in 2014, and an analysis of the evolution of the relationship among brands and consumers, as well as the opportunities and impact created for Marketing Research.

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The Digital Ecosystem and Implications for Marketing Research

  1. 1. OUR DIGITAL ECOSYSTEM THE IMPACT AND OPPORTUNITIES FOR MARKET RESEARCH Adriana Rocha, Co-founder and CEO eCGlobal Solutions ESOMAR – BEST OF BRAZIL 2014
  2. 2. Latin Americans spend 7 hours a day using multiple digital screens, 5% above the world average. Use of mobile devices to go online in Latin America went up by 61% in the past year Latin Americans trust search engines more than traditional media DIGITAL EVERYWHERE Source: http://latinlink.usmediaconsulting.com/2014/10/the-top-10-tech-trends-in-latin-america/
  3. 3. OUR SOCIAL MEDIA PASSION … Time: Latin Americans spend more time on social media than Internet users from any other region in the world. Volume: Social media sites receive 59 million daily unique visitors from Latin America. Dominance: Facebook takes up 95.6% of the time that Latin Americans spend on social media. Deep Reach: Social media reaches 95.8% of Latin American Internet users. Share This: ComScore classifies the ShareThis widget as the #2 social media site in all of Latin America in terms of total unique visitors. Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/
  4. 4. Users in Brazil, Mexico and other countries tend to like social media content more than share it. When it came to content posted on  Facebook, Instagram and Twitter, Brazilian  social media users tended to like content 75%  of the time, commented on it 5% of the time  and  shared it 19% of the time.  .  Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/
  5. 5. Engagement with Fan  pages in Latin America  went up by 110%  between January  2013  and June 2014 Fan growth in Latin America was 194% between January 2013 and January 2014 (179% Brazil) Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/
  6. 6. 63% of Brazilians use WhatsApp, the most popular app in Brazil. Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/ There has been a massive increase in Instagram activity in Latin America since January 2013, with surges in Brazil (751%), Chile (183%), Colombia (52,000%), Mexico (2,082%) ComScore points out that of the 633 million social media actions in Latam during the first quarter of 2014, 97% were on Facebook, with 1.5% on Instagram and 1.2% on Twitter./ The Brazilian apps market is worth US$1.5 billion and is #11 in the world
  7. 7. Streaming Nearly as Common as Regular TV Overall 75% of respondents said they watch streaming video several times a week while just a bit more (77%) said they watch traditional TV several times a week. TV & MEDIA Source:  http://latinlink.usmediaconsulting.com/2014/10/video-streaming-gains- ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23  countries
  8. 8. Smartphone Video Viewing is Up Four out of 10 (40%) of Brazilians said that every day they watch videos produced by other people on their smartphones. Overall Mobile Video Viewing is Up - Users in Brazil, Mexico and Chile watch an average of 13 hours of video content with mobile devices: 8.2 hours via smartphones and 4.9 hours via tablets. TV & MEDIA Source:  http://latinlink.usmediaconsulting.com/2014/10/video-streaming- gains-ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23  countries
  9. 9. TV & MEDIA Traditional TV  Viewing Down in  Brazil  Around 7 in 10 of Brazilians (73%) watch traditional TV programming— an 8% drop compared to the 81% who viewed traditional TV programming in 2013. Source: http://latinlink.usmediaconsulting.com/2014/10/8-key-stats-about-the-brazilian-mobile-market/
  10. 10. In the second quarter of 2014, Brazilians bought 100 smartphones a minute. Smartphone sales in Brazil during Q2 2014 were 22% higher than in Q2 2013. Brazilians spend 84 minutes every day using smartphones, 10 minutes more than the global average. 70% of Internet Users make purchases with a smartphone or tablet. THE MOBILE MARKET Source: http://latinlink.usmediaconsulting.com/2014/10/8-key-stats-about-the-brazilian-mobile-market/
  11. 11.  21% - This is how much tablet sales went up in Brazil during the first half of 2014.  10 million Projected sales of tablets in Brazil during 2014: 4.2 million were sold during the first half of the year.  55% of Brazilians prefer video as a mobile ad format, more than banners (12%), coupons (11%), text (6%), search (5%) or an ad displayed after in-app activity (5%) THE MOBILE MARKET - TABLETS
  12. 12. In the first half of 2014, smartphone sales in Brazil went up by 71% compared to the same period in 2013. Between January and May 2014, more than 28 million cell phones were sold in Brazil—and 19.5 million of these were smartphones. Overall, it’s projected that nearly 65 million cell phones will be sold in Brazil in 2014 and that smartphone sales will reach nearly 47 million units. For comparison purposes, in 2013 more than 35 million smartphones were sold in Brazil. THE MOBILE MARKET - SMARTPHONES
  13. 13. Shuíte and his new Smartphone! A REAL STORY
  14. 14. What is the impact for Brands?
  15. 15. Not so long ago: very few could publish on the Internet... THE 1ST INTERNET ERA A ERA DAS REDES SOCIAIS A ERA DA ECONOMIA COLABORATIVA
  16. 16. Brands Talk Consumers Listen
  17. 17. Then... Anyone could post on the Internet using social media tools... A ERA DA INTERNET THE SOCIAL MEDIA ERA A ERA DA ECONOMIA COLABORATIVA
  18. 18. Consumers: Brands loose the media control Can share what they think and listen to trusted opinions
  19. 19. CONNECTED CONSUMERS - Interact with other Consumers - Freely express themselves Criticize Defend
  20. 20. And now what? Using the same social tools, people can share experiences, products and services! A ERA DA INTERNET A ERA DAS REDES SOCIAIS THE COLLABORATIVE ECONOMY ERA
  21. 21. Now consumers can easily share content about product and brands, can ask recommendations to friends, read reviews and become aware about others’ experiences. They can also now share products and services with others around the world. New purchase path. New decision making process.
  22. 22. “ The only way to stop this movement is stopping the Internet. “
  23. 23. THE COMPLEX CONSUMER JOURNEY The Complex Funnel – source Forrester
  24. 24. How digital technologies have transformed market research?
  25. 25. RESEARCH 1.0 ONLINE SURVEYS| ONLINE PANELS | INTEGRATED DATA COLLECTION PLATFORMS | ONLINE REPORTS
  26. 26. RESEARCH 2.0 MROC’S| MOBILE SURVEYS| FACIAL CODING GAMIFICATION | EYE TRACKING | TEXT ANALYTICS DYNAMIC DASHBOARDS | EFM
  27. 27. RESEARCH 3.0 ????????????
  28. 28. An “ecosystem” for the Next Generation of Market Research
  29. 29. Source: GRIT FALL 2014
  30. 30. The Future is now.
  31. 31. THANK YOU! ADRIANA ROCHA @adricrocha adriana_rocha@ecglobalsolutions.com

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