Juan Gonzalo Angel Restrepo highlights the increasing engagement of Latin American consumers in social media, driven by the widespread use of smartphones and laptops. A study by UM indicates that 66% of participants use smartphones for socializing, while 77% of active internet users own laptops. Advertisers are responding to these trends by focusing more on social media and digital marketing strategies.

1. SOCIAL MEDIA PLAYING A
BIGGER ROLE IN LATIN
AMERICAN MEDIA
By Juan Gonzalo Angel Restrepo

2. Introduction

Juan Gonzalo Angel Restrepo has spent over
15 years working in the Latin American media
industry. He began his career as cofounder of
Cable Pacífico, a leading fiber optic company
in Colombia, and now serves as president of
Global Media Television, a developer of
special-interest channels for cable television.

3. About Latin American
Consumers

A recent study performed by UM, a division of IPG
Mediabrands, shows that Latin American
consumers are becoming more engaged in social
media. The growth of mobile devices like the
smart phone has helped to drive this trend, with
66% of those who participated in the study
indicating that they use smart phones to socialize.
Another big driver of this trend is the growing
number of Latin Americans who own laptops or
notebooks, which clocks in at 77% among active
Internet users. Advertisers in the industry are
taking note of these shifts and putting more
emphasis on their social media and other digital
marketing campaigns.