Introduction. Primary countries in Latin America have common challenges for the Internet usage

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1 Introduction Primary countries in Latin America have common challenges for the Internet usage This report, which was prepared by IBOPE Inteligência and IBOPE Mídia, gathers official data from national and international agencies, as well as information from the Target Group Index in regards to the usage of Internet in the following countries: Argentina, Brazil, Chile, Colombia and Mexico. The report is divided into chapters about every country studied. After a brief macroeconomic and Web usage introductions, the research study shows data for the Internet users in regards to browsing, gender, age range, socio-economic level, education level, exposure to media, frequency, usage locations and times of access and primary activities performed. The Network frequent usage in regards to the studied regions within every country is also shown. Lastly, this research study shows data on the Internet business opportunities. The subjects listed herein are Internet Banking, E- commerce, Tourism, Automotive and Electronics Markets. Every chapter has the same structure, which makes it easier for comparisons to be established. The nations covered in this report represent around 91% of the GDP and 87% of the total population in the Latin American region, in addition to introducing some common problems and difficulties, which are reflected in the Web usage of every single one of them. The illustration below presents an overview of the studied region in terms of GDP share and population distribution in regards to Latin America s total. Illustration 1: GDP share and population distribution in % over Latin America s total Brazil Mexico Colombia Chile Argentina Population GPS Source: IMF - World Economic Outlook 25, national statistics and IBOPE Inteligência analysis It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 1

2 ARGENTINA Illustration 4: Socio-economic level of the Internet frequent user and of the Internet non-user in % , Internet frequent users Internet non-users ABC1 C2 C3 D1 D2 Source: Argentina Target Group Index and IBOPE Inteligência analysis The Internet frequent users also have a higher education level than the Internet non-users. Whereas 16.1% of the Internet frequent users have finished high school, and 3.5% of them have a degree in Post graduation, Masters or Doctorate Studies, the percentages for those who do not browse on the Internet are 2.5% and.3%, respectively. Illustration 5: Education level in % Internet frequent users Internet non-users Postgraduation/Masters/Doctorate College graduate College undergraduate Source: Argentina Target Group Index and IBOPE Inteligência analysis It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 2

3 BRAZIL 2. Internet usage in Brazil 2.1. User s profile The research carried out by the Target Group Index in Brazil indicates that there are 16.8 million Internet frequent and average users in the country. Those who are considered light users total 2.4 million, and sporadic users, 1.8 million. The graph below illustrates the classification of the Brazilian user, in percentages, according to the type of use. Illustration 1: Classification according to use in % of users frequent use average use light use sporadic use Source: Brazil Target Group Index and IBOPE Inteligência analysis Concerning the frequent use, the male respondents represent 53.5% of the total users and the women 46.5%. The affinity index is 112 for men and 89 for women. Among the average users, the women represent 51.4%, and the men, 48.6%. The affinity index of men concerning Internet average use is, therefore, higher than the women s affinity index: 12 as opposed to 98. The following table illustrates the profile of the frequent and average user in Brazil according to their gender and affinity index. It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 3

4 CHILE Illustration 11: Activities performed on the Internet in % of users Chat Personal research Instant Messages Education/Learning Reading national news Chat Music download Reading international news Listening to music Sending cards Software download Games Internet Banking Opportunities 4.1.Internet Banking Source: Chile Target Group Index and IBOPE Inteligência analysis The usage of Internet Banking in Chile has a higher concentration within the age ranges between 25 to 34 years old (31.8% of the users) and 35 to 44 years old (26.8%). These ranges also represent the highest affinity indexes by Internet Banking usage: 164 and 136, respectively. The Chileans who are between 12 and 19 years old represent only 3.2% out of the 347 thousand Chileans who made use of Internet Banking in one month before the research study, and the Chileans between 55 and 75 years old represent 9% of the usage. It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 4

5 COLOMBIA Illustration 14: E-consumer profile per gender in % % affinity index male female Source: Colombia Target Group Index and IBOPE Inteligência analysis If we were to separate them by age range, it is possible to notice a predominance of e- consumers between 25 and 34 years old. Illustration 15: E-consumer profile per age range in % of users to 19 2 to to to to to to 69 % of users affinity index Source: Colombia Target Group Index and IBOPE Inteligência analysis It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 5

6 MEXICO 4.5 Electronics Approximately 19 million Mexicans purchased at least one sound system, one TV, one computer or one DVD player in the 12 month-period prior to carrying out of the research. 1% of them are Internet frequent users, 13.4% are average users, and 13.6% are light or sporadic users. The computer is the electronic device purchased by the highest percentage of Internet frequent or average users, surpassing the range of 2%. Illustration 22: Acquisition of electronics vs. Internet usage TV DVD Computer Sound System Any of these Total of absolute buyers () Frequent users 1.% 11.4% 2.8% 9.3% 1.% Average users 11.7% 14.2% 26.7% 14.3% 13.4% Light and Sporadic users 14.1% 14.5% 15.5% 14.1% 13.6% Source: Mexico Target Group Index and IBOPE Inteligência analysis By taking into account the weekly exposure of Mexicans to a medium, it is possible to notice that there is a higher relation among the Mexican Internet users and the acquisition of electronics. 34.2% of the Internet users who browsed in one week had purchased a DVD player in the 12 months prior to the conduction of the research, and 14.9% had purchased a computer. These percentages are lower if they re related to the exposure of Mexicans to other Media. Illustration 23: Weekly exposure to the Media vs. Acquisition of electronic devices in one year Media in 7 days Total () TV DVD/VCR Computer Sound System Any of these Newspapers Broadcast TV Pay TV Internet Magazines Radio Source: Mexico Target Group Index and IBOPE Inteligência analysis It is forbidden partial or total reproduction of any information expressed herein without prior written permission of IBOPE 6