Strategy Briefing

Digital Consumer Profiles: How Latin Americans Will Shop and Spend Digitally

59 pages, Aug 2017

US$1,325

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Leveraging Euromonitor International’s proprietary Digital Consumer Profiles segmentation analysis, this briefing explores the Latin American digital consumer’s defining characteristics, motivations and preferences and how that impacts how these consumers shop and spend digitally. This briefing concludes by outlining five promising digital commerce opportunities in Latin America.

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Overview

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Latin Americans lag behind others in terms of fixed broadband access

Despite higher income levels than Asia Pacific, fixed broadband penetration rates in Latin America were just marginally ahead of Asia Pacific as of 2016. Income inequality and high-priced services hold back more robust digital connectivity across Latin America.

Youth is more highly concentrated in Latin America than elsewhere

Latin American digital consumers are more tightly concentrated in the 25-34 age bracket than other regions, with 57% falling within that age range as compared with 43% outside the region.

Consumers are increasingly utilising mobile for commerce activities

Latin American digital consumers are conducting more commerce activities online and doing so more often on mobile devices rather than computers. Using banking services and reading reviews are among the most popular daily activities on both form factors.

Saving time and money are the top motivations for shopping online

Like digital consumers elsewhere, those in Latin America indicate saving time and money as the top motivations for shopping online, with these two motivations being given equal weight. Free shipping, the variety of available brands and the ability to shop anytime, anywhere were also popular.

Digital commerce uptake in Latin America constricted by a number of factors

Latin America is in the early stages of its digital commerce story. In addition to these nations having a weak digital backbone, Latin Americans do not have the financial wherewithal of developed economies nor the future growth rates of emerging ones. Even with economic recovery, Latin America’s digital commerce uptake will continue to be restricted by a number of challenges that face the emerging region, including high cash usage and fraud.

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Introduction

Scope of Digital Consumer

Key findings

Examining Latin America’s Digital Landscape

Examining Latin America’s digital landscape

Latin America lags behind in terms of fixed broadband services

Strength of Latin America’s digital connectivity rooted in mobile

Income inequality and high-priced services restricted digital access

Weak digital connectivity hinders region’s digital commerce uptake

Identifying Latin American’s Digital Consumer

Identifying Latin America’s digital consumer

Some 60% of Latin American digital consumers are aged 25-34 years

Brazilians are the most lost without and stressed by the internet

Colombians are less willing to freely share information online

Latin Americans are more open to targeted ads than others

Most popular computer-based activities reflect internet’s initial uses

Mobile phones are often used to browse, update social platforms

Understanding How These Digital Consumers Shop

Understanding how these digital consumers shop

Purchases most influenced by recommendations and loyalty

Consumers increasingly utilising mobile for commerce activities

Downloaded media is the most common weekly digital purchase

Beauty is also a frequent digital purchase by Latin Americans

Service-orientated categories are more popular for digital channels

Best price and time savings are top motivations for shopping online

Latin Americans place greater value on site navigation than others

Latin Americans do not use third party payment apps as others do

Motivations for shopping in person provide online opportunities

Pinpointing Where to Place Digital Commerce Bets

Pinpointing where to place digital commerce bets

Despite strides, the region will rank last in Digital Connectivity Index

Latin America is in the early stages of its digital commerce story

With economic recovery, consumers may return to old habits

Challenges lie ahead for Latin America’s digital commerce uptake

Travel dominates today’s top digital categories in Latin America

Growth of online foodservice provides one of the best opportunities

Top categories in 2020 will still be dominated by high-priced items

Opportunity 1: Foodservice in Mexico

SinDelantal.com is positioned to expand to more Mexican cities

Opportunity 2: Consumer electronics in Brazil

Casino views Brazilian sites as central to its strategic development

Opportunity 3: Beauty in Brazil

Natura launches a consumer-orientated e-commerce platform

Opportunity 4: Airline direct bookings in Colombia

VivaColombia seeks options that reduce the cost of travel

Opportunity 5: Apparel and footwear in Argentina

MercadoLibre dominates internet retail landscape, including apparel

Five Key Takeaways About This Digital Consumer

Key takeaways about the Latin American digital consumer

Appendix

Methodology for the Digital Consumer Index

Methodology for the Digital Consumer Index, continued

2016 Digital Consumer Index (1)

2016 Digital Consumer Index (2)

2016 Digital Consumer Index (3)

2016 Digital Consumer Index (4)

Overview of Global Consumer Trends survey

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Megatrends

Strategy Briefing

Digital Consumer Profiles: How Latin Americans Will Shop and Spend Digitally

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Latin Americans lag behind others in terms of fixed broadband access

Youth is more highly concentrated in Latin America than elsewhere

Consumers are increasingly utilising mobile for commerce activities

Saving time and money are the top motivations for shopping online

Digital commerce uptake in Latin America constricted by a number of factors

Want to find out more about this report?

Table of Contents

Introduction

Scope of Digital Consumer

Key findings

Examining Latin America’s Digital Landscape

Examining Latin America’s digital landscape

Latin America lags behind in terms of fixed broadband services

Strength of Latin America’s digital connectivity rooted in mobile

Income inequality and high-priced services restricted digital access

Weak digital connectivity hinders region’s digital commerce uptake

Identifying Latin American’s Digital Consumer

Identifying Latin America’s digital consumer

Identifying Latin America’s digital consumer

Some 60% of Latin American digital consumers are aged 25-34 years

Brazilians are the most lost without and stressed by the internet

Colombians are less willing to freely share information online

Latin Americans are more open to targeted ads than others

Most popular computer-based activities reflect internet’s initial uses

Mobile phones are often used to browse, update social platforms

Understanding How These Digital Consumers Shop

Understanding how these digital consumers shop

Purchases most influenced by recommendations and loyalty

Consumers increasingly utilising mobile for commerce activities

Downloaded media is the most common weekly digital purchase

Beauty is also a frequent digital purchase by Latin Americans

Service-orientated categories are more popular for digital channels

Best price and time savings are top motivations for shopping online

Latin Americans place greater value on site navigation than others

Latin Americans do not use third party payment apps as others do

Motivations for shopping in person provide online opportunities

Pinpointing Where to Place Digital Commerce Bets

Pinpointing where to place digital commerce bets

Despite strides, the region will rank last in Digital Connectivity Index

Latin America is in the early stages of its digital commerce story

With economic recovery, consumers may return to old habits

Challenges lie ahead for Latin America’s digital commerce uptake

Travel dominates today’s top digital categories in Latin America

Growth of online foodservice provides one of the best opportunities

Top categories in 2020 will still be dominated by high-priced items

Opportunity 1: Foodservice in Mexico

SinDelantal.com is positioned to expand to more Mexican cities

Opportunity 2: Consumer electronics in Brazil

Casino views Brazilian sites as central to its strategic development

Opportunity 3: Beauty in Brazil

Natura launches a consumer-orientated e-commerce platform

Opportunity 4: Airline direct bookings in Colombia

VivaColombia seeks options that reduce the cost of travel

Opportunity 5: Apparel and footwear in Argentina

MercadoLibre dominates internet retail landscape, including apparel

Five Key Takeaways About This Digital Consumer

Key takeaways about the Latin American digital consumer

Appendix

Methodology for the Digital Consumer Index

Methodology for the Digital Consumer Index, continued

2016 Digital Consumer Index (1)

2016 Digital Consumer Index (2)

2016 Digital Consumer Index (3)

2016 Digital Consumer Index (4)

Overview of Global Consumer Trends survey

Why buy this report?

Want to find out more about this report?

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