For Market Insights Professionals

Primary Analyst Photo	Document Information	Rate this Document
	June 11, 2010 Understanding Latin American Online Consumers by Roxana Strohmenger with Tamara Barber, Reineke Reitsma, Erica Sorensen

This is an excerpt

Executive Summary

Forrester recently launched its Latin American Technographics® research to help companies understand the emerging offline and online trends of consumers in Brazil and Mexico. This report is dedicated to understanding Latin Americans' online behavior in order to help market research professionals uncover how these consumers use online media. This year's Latin American data shows that while online consumers fully embrace basic online activities, the digital divide continues to persist due to the large proportion of metropolitan consumers who are still not connected to the Internet. As a result, market researchers must understand their target audience's use of the Internet and work with their marketing counterparts to develop the correct media allocation mix for the individualized needs of each Latin American market.

TABLE OF CONTENTS

• Consumers Help Us To Track Their Own Online Behaviors
• The Online World Is Beginning To Take Shape In Latin America
• Online Latin Americans Primarily Use The Internet To Communicate With Others
• Low Mobile Engagement In Latin America Means Low Mobile Internet Adoption

RECOMMENDATIONS

• Market Researchers Must Start Tracking The Online Channel Now

WHAT IT MEANS

• Three Elements Will Energize Internet Growth In Latin America
• Supplemental Material
• Related Research Documents

This is an excerpt