Terra Latam - Razorfish Client Summit 2009 - Vegas
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1. The document discusses the rise of digital media usage in Latin America, with 145 million internet users representing 27% of the population. Brazil has the most computers sold in 2008 at 68.3 million. 2. Broadband and mobile penetration rates are increasing across Latin American countries like Brazil, Argentina, Chile, Peru and Colombia between 2008 and 2011. Time spent on digital activities like social media, videos and messaging is also rising. 3. Latinos are early adopters of digital technology and heavy online users. Their "digital DNA" shows adoption of broadband and mobile on par with general populations in the US. Digital media has become the #1 source of entertainment and information for Latinos.
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Terra Latam - Razorfish Client Summit 2009 - Vegas
- 1. Terra.com
- 5. 20
- 6. Software Software house reseller IT consulting IT company
- 10. Digital Revolution Computers sold 2008 Millions USA 68.3 China 40.1 Japan 13 11.8 BRASIL 11 UK BRASIL TV 10 Source: Terra, IDC, Intel, AMD
- 11. Broadband Penetration BB Penetration1 Households Dec-08 Dec-11E 2011E 2 60m 40% 25% Brasil 11m 25% 51% Argentina 5m 33% 52% Chile 7m 33% 19% Peru 12m 31% 18% Colombia Source: 1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
- 12. Latam.com 145 million internet users in Latam 27% of population Source: Terra Latino Digital Research
- 13. Consumption power 91% A/B C 27% D/E 14% Source: Terra Latino Digital Research
- 14. Mobile Penetration BB Penetration1 Population Dec-08 Dec-11E 2011E 2 210m 95% 78% Brasil 41m 90% 102% Argentina 17m 93% 101% Chile 29m 81% 67% Peru 44m 97% 80% Colombia Source: 1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
- 15. Time Spent 3 hours watching videos 7 hours reading news 5 hours in social network 11 hours doing IM or chat Source: Terra Latino Digital Research
- 16. Tools Activity Highest reach in social networks in the world: 60% Highest reach in communications in the world 82% webmail 73% in messengers 94% of Brazilians use search and do 103 queries per month Source: Terra Latino Digital Research, comScore, NetRatings
- 17. Content Activity 55% have already published a picture or video 26% express opinion 48% consider posts relevant Source: comScore
- 18. Digital Latino #1 entertainment and information media Early adopter, heavy user, addicted to NEW the net CONSUMER Need to be up to date and always on, connected with buddies Aspiration: better future Source: Terra Latino Digital Research
- 19. Latino’s Digital DNA 47 million Hispanics 1 in every 5 teens in America is Hispanic HALF are online Source: Terra Latino Digital Research
- 20. Adoption on par with GM 68 BROADBAND PENETRATION 71 85 MOBILE PENETRATION 86 BROWSING 1.1 MOBILE TIME SPENT 0.4 WEEK Source: Terra Latino Digital Research
- 30. New media landscape CONTENT PEOPLE SOCIAL SCREENS TOOLS
- 31. Digital Media Company Rules
- 32. CONTENT New journalism Professional and Amateu r Video and Music
- 33. SOCIAL TOOLS Allow social invade Social tools to spread con tent Become social media
- 34. SCREENS Embrace or die Seamless but behavioral Not intrusive
- 35. PEOPLE Center Control Contribute
- 38. Biggest event ever 1.5 mm phones 22.8 mm people 40 mm videos watched Source: Terra
- 39. New behavior 150,000 comments 20,000 Fanzone 30% live Source: Terra
- 40. January 7
- 45. New audience 9 mm video unique visitors 5.5 mm social unique visitors 60 mm unique visitors Source: Terra
- 46. Involving brands 20% up CTR 150,000 SMB’s Safe UGC environment Source: Terra
- 47. February 7
- 49. Mobile ain’t fixed repetitive bored urgent
- 50. Mobile ad taking off 1.6% CTR
- 51. Power to the masses 1.3 video watched per session 14 minutes per session 1 mm unique visitors Source: Terra
- 52. Involving brands 1.4% CTR Brand awareness Mobile hotsites Source: Terra
- 53. March 7
- 55. Music everywhere 1 million free songs Playlists, sharing 90 minutes per session Source: Terra
- 56. Involving brands Customized radio Radio ad format Promotional Source: Terra
- 57. April 7
- 61. 1. New consumer: Digital Latino 2. New media landscape: Digital Media Companies 3. New brand opportunities: Digital Brands