A compilation of secondary data about the digital space in Latin America in 2014, and an analysis of the evolution of the relationship among brands and consumers, as well as the opportunities and impact created for Marketing Research.

1. OUR DIGITAL
ECOSYSTEM
THE IMPACT AND OPPORTUNITIES
FOR MARKET RESEARCH
Adriana Rocha, Co-founder and CEO eCGlobal Solutions
ESOMAR – BEST OF BRAZIL 2014

2. Latin Americans spend
7 hours a day using
multiple digital
screens, 5% above
the world average.
Use of mobile devices to
go online in Latin America
went up by 61%
in the past year
Latin Americans trust
search engines
more than traditional
media
DIGITAL EVERYWHERE
Source: http://latinlink.usmediaconsulting.com/2014/10/the-top-10-tech-trends-in-latin-america/

3. OUR SOCIAL MEDIA PASSION …
Time: Latin
Americans spend
more time on
social media than
Internet users
from any other
region in the
world.
Volume: Social
media sites
receive 59 million
daily unique
visitors from Latin
America.
Dominance:
Facebook takes
up 95.6% of the
time that Latin
Americans spend
on social media.
Deep Reach:
Social media
reaches 95.8%
of Latin
American
Internet users.
Share This:
ComScore
classifies the
ShareThis widget
as the #2 social
media site in all
of Latin America
in terms of total
unique visitors.
Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/

4. Users in Brazil,
Mexico and other
countries tend to
like social media
content more than
share it.
When it came to content posted on
Facebook, Instagram and Twitter, Brazilian
social media users tended to like content 75%
of the time, commented on it 5% of the time
and
shared it 19% of the time.
.
Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/

5. Engagement with Fan
pages in Latin America
went up by 110%
between January 2013
and June 2014
Fan growth in Latin
America was 194%
between January 2013
and January 2014
(179% Brazil)
Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/

6. 63% of Brazilians use
WhatsApp, the most
popular app in Brazil.
Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/
There has been a massive increase
in Instagram activity in Latin America
since January 2013, with surges in
Brazil (751%), Chile (183%),
Colombia (52,000%), Mexico
(2,082%)
ComScore points out that of the 633 million social
media actions in Latam during the first quarter of
2014, 97% were on Facebook, with 1.5% on
Instagram and 1.2% on Twitter./
The Brazilian apps market is worth
US$1.5 billion and is #11 in the world

7. Streaming Nearly as Common as Regular TV Overall
75% of respondents said they watch streaming video several times a
week while just a bit more (77%) said they watch traditional TV several
times a week.
TV & MEDIA
Source: http://latinlink.usmediaconsulting.com/2014/10/video-streaming-gains-
ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23
countries

8. Smartphone Video Viewing is Up
Four out of 10 (40%) of Brazilians said that every day they watch
videos produced by other people on their smartphones.
Overall Mobile Video Viewing is Up -
Users in Brazil, Mexico and Chile watch an average of 13 hours of
video content with mobile devices: 8.2 hours via smartphones and
4.9 hours via tablets.
TV & MEDIA
Source: http://latinlink.usmediaconsulting.com/2014/10/video-streaming-
gains-ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23
countries

9. TV & MEDIA
Traditional TV
Viewing Down in
Brazil
Around 7 in 10 of Brazilians (73%) watch
traditional TV programming—
an 8% drop compared to the 81% who
viewed traditional TV programming in
2013.
Source: http://latinlink.usmediaconsulting.com/2014/10/8-key-stats-about-the-brazilian-mobile-market/

10. In the second quarter of 2014, Brazilians
bought 100 smartphones a minute.
Smartphone sales in Brazil during Q2 2014
were 22% higher than in Q2 2013.
Brazilians spend 84 minutes every day
using smartphones, 10 minutes more than
the global average.
70% of Internet Users make purchases with a
smartphone or tablet.
THE MOBILE MARKET
Source: http://latinlink.usmediaconsulting.com/2014/10/8-key-stats-about-the-brazilian-mobile-market/

11.  21% - This is how much tablet sales went up in Brazil
during the first half of 2014.
 10 million Projected sales of tablets in Brazil during
2014: 4.2 million were sold during the first half of the year.
 55% of Brazilians prefer video as a mobile ad format,
more than banners (12%), coupons (11%), text (6%),
search (5%) or an ad displayed after in-app activity (5%)
THE MOBILE MARKET - TABLETS

12. In the first half of 2014, smartphone sales in
Brazil went up by 71% compared to the same
period in 2013.
Between January and May 2014, more than 28
million cell phones were sold in Brazil—and
19.5 million of these were smartphones.
Overall, it’s projected that nearly 65 million cell
phones will be sold in Brazil in 2014 and that
smartphone sales will reach nearly 47 million
units.
For comparison purposes, in 2013 more than
35 million smartphones were sold in Brazil.
THE MOBILE MARKET - SMARTPHONES

13. Shuíte and his new
Smartphone!
A REAL STORY

14. What is the impact for Brands?

15. Not so long ago: very few could publish on the Internet...
THE 1ST INTERNET ERA A ERA DAS REDES SOCIAIS A ERA DA ECONOMIA
COLABORATIVA

16. Brands
Talk
Consumers Listen

17. Then... Anyone could post on the Internet using social media
tools...
A ERA DA INTERNET THE SOCIAL MEDIA ERA A ERA DA ECONOMIA
COLABORATIVA

18. Consumers:
Brands loose the
media control
Can share what they
think and listen to
trusted opinions

19. CONNECTED CONSUMERS
- Interact with other Consumers
- Freely express themselves
Criticize Defend

20. And now what? Using the same social tools, people can share
experiences, products and services!
A ERA DA INTERNET A ERA DAS REDES SOCIAIS THE COLLABORATIVE
ECONOMY ERA

21. Now consumers can easily share
content about product and
brands, can ask recommendations
to friends, read reviews and
become aware about others’
experiences.
They can also now share products
and services with others around the
world.
New purchase path.
New decision making
process.

22. “ The only way to stop this
movement is stopping the
Internet. “

23. THE COMPLEX CONSUMER JOURNEY
The Complex Funnel –
source Forrester

24. How digital technologies
have transformed
market research?

25. RESEARCH 1.0
ONLINE SURVEYS| ONLINE PANELS | INTEGRATED
DATA COLLECTION PLATFORMS | ONLINE REPORTS

26. RESEARCH 2.0
MROC’S| MOBILE SURVEYS|
FACIAL CODING
GAMIFICATION | EYE TRACKING | TEXT
ANALYTICS
DYNAMIC DASHBOARDS | EFM

27. RESEARCH 3.0
????????????

28. An “ecosystem”
for the
Next Generation of
Market Research

29. Source: GRIT FALL 2014

32. The Future
is now.

33. THANK YOU!
ADRIANA ROCHA
@adricrocha
adriana_rocha@ecglobalsolutions.com