Keys for a real take off of online research in Latin America
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"Everything seems to be in place but… the airplane has not taken off yet!" Internet is increasing its penetration in Latin America countries, however the results are arriving slowly.
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Keys for a real take off of online research in Latin America
- 1. Joaquim Bretcha www.netquest.com Barcelona | Madrid | Mexico City | São Paulo | Santiago de Chile Netquest | Advanced Online Fieldwork | www.netquest.com
- 2. Netquest. RELIABLE DATA THROUGH SATISFIED PEOPLE “Leaders in collecting data through HIGH QUALITY STANDARDS Internet in Latin America, By invitation only recruitment. Spain & Portugal” High rewards LOCAL DEVELOPMENT Operational offices in México, Brasil, Chile, Barcelona, Madrid 12 YEARS EXPERIENCE building online panels “Netquest is the only panel in the region certified with ISO 26362 for Access Panels” Barcelona | Madrid | México DF | São Paulo | Santiago de Chile www.netquest.com Barcelona | Madrid | México DF | Sao Paulo
- 4. MR Growth (2009-2011) Europe 7.9% Middle East Latin & Africa North America 11.2% America 601 m$ 1,858 m$ 5,5% Asia Pacific 27.2% Latin America 29.0% Asia Pacific Middle East & Africa 21.4% 5,754 m$ MR Europe Turnover World 13.2% (2011) 14,140 m$ MR Net Growth (2009-2011) North America Europe -2.0% 11,188 m$ North America 0.5% Asia Pacific 1.2% Latin America 3.9% Middle East & Africa -2.0% World -0.4% Source: ESOMAR Global Market Research Study 2012
- 5. Other Latin Peru America MR Abs Growth (2009-2011) Chile 64 m$ 98 m$ Brazil 44% 101 m$ Mexico 13% Venezuela Colombia 42% Brazil 109 m$ Argentina 777 m$ Argentina 34% MR 131 m$ Turnover Venezuela -11% (2011) Chile 10% Colombia 158 m$ Peru 52% Mexico Other… 56% 419 m$ MR Turnover Latin America 1,858 m$ 1,693 m$ 1,440 m$ Source: ESOMAR Global 2009 2010 2011 Market Research Study 2012
- 6. Online quantitative MR Penetration (2011) Argentina 5% Brazil 2% Chile 6% Colombia 0% México 3% Perú 4% Venezuela 0% UK 28% USA 21% Italy 14% Spain 15% France 21% Japan 40% World 29% Source: ESOMAR Global Market Research Study 2012+ Netquest estimations for Chile, México, Colombia, Spain and Italy
- 8. Internet Penetration (2012) Argentina 66.4% Brazil 45.6% Chile 58.6% Colombia 59.5% México 36.5% Perú 36.5% Venezuela 41.0% UK 83.6% USA 78.1% Italy 58.4% Spain 67.2% France 79.6% Japan 79.5% World 34.3% Source: Internet World Stats. Internet user = someone aged 2 years old and above, who went online in the past 30 days
- 9. Internet Penetration Online MR Penetration Argentina 66.4% Argentina 5% Colombia 59.5% Colombia 0% Italy 58.4% Italy 14% Spain 67.2% Spain 15%
- 10. General Population vs Internet Population Spain Colombia High 50% Estrato 6 40% (high) 50% 30% 40% Estrato 5 Low 20% Medium-High Estrato 1 (low- 30% (medium- 10% low) 20% high) 0% 10% 0% Estrato 4 Estrato 2 (low) (medium) Medium-low Medium Estrato 3 (medium-low)
- 11. Social Class in MX (gen. pop.) A/B 6.80% C 17% C- 17.10% C+ 14.20% D+ 18.50% D 21.40% E 5% Source: Nivel Socioeconómico AMAI, Heriberto López Romo, Comité Niveles Socioeconómicos AMAI (2009).
- 12. Low labor costs No substantial savings + + Abundance of labor for Not clearly F2F fieldwork faster + + Difficulty in achieving low Difficulty obtaining social class quotas national representative samples
- 15. Development of new - and suited to the region – solutions for recruiting “low social class” population. Offline recruitment Connection as an incentive The power of good incentives
- 16. Mixing is possible but • It is not a question of sample differences, but of interface ones. • F2F with visual surveys (cards, tablets…) blends better with web surveys than phone surveys*. • “Fake online” is currently helping to use Internet in projects that include “low social class” sample. *Source: www.R2online.org.
- 17. Instead of waiting for a local demand to develop before investing in large panels, one should first invest in growing the panel to promote demand later. Making the online advantages tangible!
- 18. The definitive takeoff of mobile Argentina 99% 27% internet could be a key factor in Brazil 97% solving the lower class access to 29% internet. Online Research in México 97% 37% LATAM could be born being "mobile”. Spain 99% 49% Italy 99% 45% But it is not so easy… Latinamerican population is UK 98% 50% “lowcost” mobile. Good mobile France 97% 40% penetration, not so good Internet mobile penetration. USA 91% 42% Germany 97% 46% *Source: TNS Mobile Life 2012 Mobile Smartphone
- 21. Spain & Portugal: Ricardo Torres Sales Director Spain & Portugal rtorres@netquest.com Tel. (+34) 93.205.00.63 Europe & Asia: Joaquim Bretcha Sales Director Europe jbretcha@netquest.com Tel. (+34) 93.205.00.63 Central & North America: Luis Noriega Managing Director Mexico lnoriega@netquest.com Tel. (+52) 55 5687.3198 Brazil: Bruno Paro Managing Director Brasil bparo@netquest.com Tel. (+55)11.3053.0496 Southern Cone: Enric Cid Managing Director Chile Netquest Barcelona Headquarters. Photo by feradz ecid@netquest.com Tel. (+56) 963.474.706 Barcelona | Madrid | México DF | Sao Paulo | Santiago de Chile São www.netquest.com