Internet Audience Behavior in Central America presented at the WOMMA Brand Council by Rodolfo Salazar ( @rokensa) with collaboration from www.ilifeblet.com

1. WOMMA Brand Council
Internet Audience Behavior
in Central America

2. This is a territory where:
Disruption hit and some didn’t notice
Google is a Saint
Facebook is King
Youtube is Queen
Opportunity is everywhere

3. A territory of new settlers
More than
10 years
Between 3
to 5 years
Between 5
and 10 years
Between 1
and 3
years
Less
than 1 Year
• Ultra Newbie
• Newbie
• Observer
• Active Liker
• Active Spammer
• Surfer
• Silver Surfer (Offline influencer)
Data from: http://ilifebelt.com/

4. We love soccer
• Texaco
• World cup
regional
campaign

5. Talk about my country and my roots

6. A territory of real nomads
Home
Work
Public WiFi
School/ University
Cyber Café
Street
Other
0% 5% 10% 15% 20% 25% 30% 35%
Place
PC
28%
Mobile
27%
Laptop
24%
Tablet
16%
Game
Console
4%
TV
1%
Data from: http://ilifebelt.com/

7. Internet rules over Public Opinion
Between the lines
• Real user
• Alter ego
• Fake user
– Burka
– Spider
• Conspirator
– Burka
– Spider
It’s my
Fundamental
Source of
information
Important
Secondary
Source
Secondary but
not important
It’s not an important
source
68 % said that following a brand
has motivated them to buy products
or services Data from: http://ilifebelt.com/

8. Advertisers mind set
• I don’t need it
• I don’t know where to start
• How do we do it our selves?
• Ask our traditional agency
• Get someone that knows
about this
• Get a Digital Agency
Internet advertising is OK… but
I neither
like it or
dislike it
It is
interesting
Bothers
me
Data from: http://ilifebelt.com/

9. Internet advertising?

10. Top 5 uses of Internet
• Tied in #1
– E-mail
– Social media
– Watch videos
• Read news
• Upload photos
• Chat
• Downloads
Growing Fast YoY
Ask.fm 770%
Pinterest 270%
Linkedin 236%
Tumblr 98%

11. Social media used as another
traditional media chanel

12. Shopping still happens at the store
http://www.nielsen.com/

13. Social media used as a benefits guide or
cupon book

14. Questions?

15. Contact me
Rodolfo Salazar (@rokensa)
rodolfosalazar.com
rodolfo.salazar@rokensa.com
www.ideaworks.la

16. www.ideaworks.la