Latinamerica internet and e-commerce report
Internet and e commerce report for latinamerica 2012
May 19, 2015
Matomylatam presents its third annual report for internet and ecommerce in Latinamerica with lots of useful information
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Latinamerica internet ande-commerce report
Latinamerica today
Hog big is the market?
How brilliant is the future?
¿What´s the rol of Spain?
Internet growth in the region
Source: ComScore Media Metrix 2011
Asia Pacifi
c
Europe
North Americ
a
Latinameric
a
Middle east- Afri
ca0
200400600
595
381 210 129 126
534361
203112 111
Growth internet users by region
2011 2010
Latinamerica is the region with the highest internet growth
11% 6% 14
%16%3%
Number internet users in Latam
Brazil79,2 Mill
Argentina28 Mill
Chile10 Mill
Colombia25 Mill
Mexico42 Mill
Peru9,9 Mill
Venezuela10,9 Mill
Dominican Republic
4,2 Mill
Ecuador4 Mill
Source: Internet World Stats
230 Million internet users
Internet reach by country
Brazil39%
Ecuador27,2%
Source: Internet World Stats
Argentina67%
Chile59,2%
Peru34,1%
Colombia55,9%
Mexico36,9%
Venezuela39,7%Great differences
among countries
Dominican Republic 41.4%
Internet user profile
Source: ComScore Media Metrix 2011
60% of internet users are less that 35 years old
Age 15-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Percentage internet users
LatinamericaGlobal
Source: ComScore Media Metrix 2011
More than 44% of internet users in Venezuela are younger than 24 years old
Argentina
Brasil
Chile
Colombia
Mexico
Peru
Venezuela
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% internet users by age
Age 15-24Age 25-34Age 35-44Age 45-54Age 55+
Internet user profile
Source: ComScore Media Metrix 2011
45% of total internet comsumption is done with internet users at age 15-245-24
Argentina Brazil Chile Colombia Mexico Peru Venezuela0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Consumption of internet by age population
Age + 55Age 45-54Age 35-44Age 25-34Age 15-24
Internet user profile
Argentina Brasil Chile Colombia Mexico Peru Venezuela
0
5
10
15
20
25
3026.7 26.7
26.1
22.7
21.1
27
18.7
Average number of hours spent by internet users
Source: ComScore Media Metrix Dic 2011
Peru is the country where internet users spent more time
Internet user profile
Number of Facebook users
Brazil35,1 Mill
Argentina17,5 Mill
Chile9 Mill
Colombia15,7 Mill
Mexico30,9 Mill
Venezuela9,5 Mill
DominicanRepublic
2,5 Mill
Ecuador4 Mill
Source: Internet World Stats
Brazil and Mexico concentrate the biggest population
Peru7,8 Mill
Facebook penetration by country
Brazil44,36%
Chile90,2%
Colombia63,16%
Venezuela87,8%
Mexico73,7%
Argentina62,5%
Peru79,6%
Source: Internet World Stats
Chile is by far the country where Facebook has the greatest reachDominican
Republic 61,2%
Use of social media
Rusia
Argentina
Israel
Turkey
Chile
Peru
Filipinas
Canada
Colombia
Mexico
10.9
10.7
10.1
10.1
9.5
8.7
8.2
7.9
7.6
7.1
Average number of hours spent on social media by user
Source: ComScore Media Metrix 2011
5 out of the top 10 most active countries worlwide are in the region
Number of mobile phones in the region
Source: World Fact Book, Diario La Tercera
Argentina is the country with the biggest ration per person
Population Mobile PhonesNumber mobile
phones by invididual
Argentina 40.100.000 57.300.000 1,43
Brasil 192.700.000 200.000.000 1,03
Chile 21.000.000 22.000.000 1,05
Colombia 46.200.000 43.415.000 0,94
Mexico 112.000.000 91.370.000 0,82
Peru 29.000.000 29.130.000 1,00
Venezuela 28.200.000 27.400.000 0,97
Broadband reach
Source: Budde.com.au
Broadband is still poor developped in the region
Argentina Brasil Chile Colombia Mexico Peru Venezuela0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00% 12.60%
6.40%
11.40%
5.30%
11.00%
3.10%
4.90%
Number of users with broadband
What about tablets?
The market is growing although reach is still quite low just 5%
It´s worth mentioning the “vampire” effect, where most
people use tablets at night
Source: Tendencias Digitales
People use tablets mainly to
read the news, send emails
and listen to music
Online advertising in the region
Argentina: Online advertising grew by 117% up to US$ 250 Mill
Brazil: Online advertising grew by 37% up to US$ 1570 Mill
Chile: Online advertising grew by 30% up to US$ 82
Mill Peru: Online advertising grew by 37% up to US$ 24 Mill
Colombia: Online advertising grew by 33% up to US$ 70,5 Mill
Source: IAB,Magnaglobal, Cámara Argentina de agencias de medios
Online advertising grew by 12% in 2011
E·-commerce in Latinamerica
Source: América Economía
Growth rates continue to be quite high
2003 2004 2005 2006 2007 2008 2009 2010 p 2011 p
1866.4 3042.1 48857542.5
10572.515645
21774.927597.9
34497.3Total e-commerce spending in Latam (Mill US$)
Why e-commerce is growing so much?
E-commerce
Growth of middle class
Credit cards develop-ment
Economic growthDaily Deals
More offers available
Some facts about e-commerce
Sources: Ystats.com. Emarketer, América Economía
El número de compradores crecerá un 20% al año hasta al menos 2013
E-commerce is growing at 30% on a yearly basis
In 2011 overpass US$ 35 thousand million
50% of internet users bought at least once online
Number of internet buyers will increase by 20% at least until 2013
Sources: Ystats.com. Emarketer, América Economía
Some facts about e-commerce
Argentina and Chile are the countries with the highest percentage of internet buyers
Top selling products: travel, tickets, computers, clothing and books
Top selling products in Brasil: Appliances, Computers, Health and Beauty products
Mobile commerce has a big potential in the region
E-commerce in Latinamerica
Source: Emarketer,
Differences between countries are quite significant
Argentina
Chile
Uruguay
Venezuela
Mexico
Costa Rica
Ecuador
Colombia
Peru
Paraguay
Dominican Republic
El Salvador
Guatemala
0% 10% 20% 30% 40% 50% 60% 70% 80%
71%
71%
70%
68%
61%
56%
53%
47%
47%
42%
40%
36%
30%
% internet users who buy online
Banking system little developped
With credit card72%
Without credit card28%
Brasil
With credit card39%
Without credit card61%
Peru
With credit card 41%
Without credit card59%
Mexico
With credit card44%
Without credit card56%
Colombia
With credit card24%
Without credit cards76%
Center America
Source: Estudio Visa Mercados emergentes América Latina
Brazil is the only country with high penetration of credit cards
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