TABLE OF CONTENTS Executive Summary 2 Internet Usage 3 Advertising Spend 4 Internet Advertising 5 Social Media 6 Brazil Advertising Spend 7 Internet Advertising 8 Social Media 9 Mexico Internet Usage 10 Internet Advertising 11 Social Media 12 Colombia Advertising Spend 13 Internet Advertising 14 Social Media 15 About WSI 16 Source of all statistics:
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It is safe to say that 2009 was a year of economic crisis for markets all over the world. As the "R" word resonated in the minds of business owners everywhere, they began tightening their budgets to adapt to the economic challenges.
Participation in the recession is a choice, and companies must challenge themselves to evaluate their businesses and understand how they can change in order to surpass the economic conditions.
Though 2009 was a year of hardship, many believe that 2010 will be a year of economic recovery. Over the past year, Internet advertising spending in Latin America increased, as spending through traditional advertising venues, such as newspaper, radio and television shrank. Trends indicate that the Internet will remain strong in 2010.
The #1 fastest growing advertising channel is the Internet, and businesses need to re-‐invent their marketing strategies and capitalize on this medium in order to rise above the economic challenges.
This Internet Marketing Trends Report is a brief synopsis of the current online marketing activities in Latin America, as well as the projected trends for the coming years. The report covers Internet usage and penetration, total advertising spending, Internet marketing spending and social media trends, specifically for the region’s largest markets for adspend -‐ Brazil, Mexico and Colombia.
For more information about WSI’s Internet marketing services, please contact your local WSI Consultant.
The majority of Internet users in Latin America (77%) use the Web to communicate with others, either through email, instant messaging or social networks
76% of respondents visit websites for news, information, entertainment, work or school
Interestingly, 28% of Internet users download digital content, such as music, videos and graphics
Internet Users in Select
Countries in Latin
America
Brazil has the most Internet users in Latin America with 31.9 million as of September 2009
Mexico is the 2nd largest market for Internet usage in Latin America (14 million)
The study reports that there were 11.8 million people online in Argentina and 9 million in Colombia
Internet marketing spending in Mexico reached $139 million in 2009, a $31 million increase over the previous year
In 2010, online advertising spending in Mexico is expected to increase again to $182 million
Online Advertising
Opportunity -‐ Top 12 Web
Categories in Mexico
Mexico shows a strong focus on communication, such as email, instant messaging and social networking with a reach of 73.8%, 72.2% and 64.6% respectively
52.3% of the Mexican online population visit blogs, while 51.3% visit reference sites
Education sites reached approximately 43.3% of Internet users and newspaper sites saw a total reach of 35.0%
The considerable popularity of these Web categories in Mexico present a great opportunity for online advertising through these types of communication channels and in these industries
According to a study by comScore, Colombia was ranked among the top 10 countries worldwide with the highest engagement in social networking
A social network visitor in Colombia spent approximately 4.1 hours per visit, placing the country close behind the US in terms of average hours per visitor
The study also reports that a Colombian social network visitor viewed an average of 473 pages
Colombia is Ranked Top 3
for Facebook Usage
Colombia is one of 3 countries that lead all others in Facebookpenetration worldwide
comScore reports that 84.2% of Internet users in Colombia also use Facebook
The vast usage of Facebook and other social networking sites in Colombia present a considerable opportunity for markers who advertise on these social portals
WSI Internet Marketing Trends Report 2010
Social MediaCOLOMBIA
ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing solutions to suit the needs of multiple industries. The company has the world’s largest Internet Consultants’ network and a 100-‐person strong head office in Toronto, Canada. WSI Internet Marketing Consultants have helped thousands of small and medium-‐sized businesses realize their online marketing potential. By using innovative Internet technologies and advanced digital marketing strategies, businesses can have a WSI Internet Marketing System tailored to their individual needs to elevate their Internet presence and profitability to new levels. The company has held the Number 1 spot in Entrepreneur Magazine’s Franchise 500 listing under the Technology category for 10 years in a row under the technology category. With the support and cooperation of its customers, franchise network, employees, suppliers and charitable organizations, WSI aims to help make child poverty history through its global outreach program (www.makechildpovertyhistory.org). For more information about WSI’s offerings and business opportunities, please visit our website at www.wsicorporate.com.
The information herein is the property of Research and Management Corporate (RAM).