Digital interconnective is growing around the world and it’s sure that the members of your target audience are embracing it. You need to know how to engage your customers in this environment in order for your business to thrive or fade away. This is the reason why digital marketing and investing in digital platforms needs to be a critical element in your organization’s overall policies.
Since we are talking about Latin America, the following data contextualizes the opportunities represented by digital platforms in this region. It is a reflection of the audience behavior that can be considered to communicate your product or service.
Key Statistics Indicators in Terms of Internet Users, Mobile Devices and Social Networks
As you can see in the image, 2019 is really another year of impressive growth across all things digital. Central America has 63% of internet penetration and South America an impressive 73%, while the Caribbean is a little behind with 51%.
On a more interesting note, 4 Latin America countries are top on the time per day spent using internet: Brazil, Colombia, Argentina and Mexico. All spend around 8 to 6 hours on line.
The ways people ‘interface’ with the internet is changing too. The use of voice control tools increased significantly during 2018. Roughly four in every ten internet users using voice commands or voice search every month. You can see that in Mexico 41% of internet users are using voice controlled functionalities.
In fact, Worldwide social media user numbers have grown to 3.5 billion at the start of 2019. There are new 288 million new users in the past 12 months pushing the global penetration figure to 45%. Besides Central America has a 62% penetration and South America 66% with the Caribbean a little over the average.
Additionally the amount of time that people spend on social media has increased again this year. Moreover GlobalWebIndex reports that the average social media user now spends 2 hours and 16 minutes each day on social platforms. Latin America’s top countries: Brazil, Colombia, Argentina and Mexico spend 4 to 3 hours on social media.
What Does this Mean for You and Your Business
- Voice Control will Increase in Importance: the next phase of internet growth will come almost entirely from developing markets including Latin America. As you know from previous blog posts, many of these countries suffer from lower levels of literacy compared to the countries that dominate the internet today: USA, Japan, China, etc. As a result, global platforms like Google, Facebook and Amazon will look for more user-friendly interfaces to serve these new users, and voice looks like is dominating these efforts.
- Social Landscape will Evolve: top social platforms are losing some users, so it’s likely that the industry make some changes. At the same time, it feels like ‘the next big innovation’ is already overdue. A sense of privacy will combine to inspire a series of new social platforms in 2019.
- Marketing as a Service: looking behind the brands with the greatest success on the internet, they share something in common: they treat marketing as a service. These brands use their marketing budgets to create things of value for their audiences. So this ‘marketing as a service’ is the antidote to ongoing media inflation. Additionally, the change of audience shift from news feeds to stories.
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