Latin American Web Users Highly Engaged


Time spent both online and on Facebook reach new milestones in Latin America

emarketer.com

Internet usageis spreading rapidly in Latin America, and users in several countries are spending more time online than the worldwide average, according to December 2011 research fromcomScore. Among Latin American populations, internet users in Brazil spent the most time online that month, at 27 hours on average, followed by Mexico and Colombia (26.7 hours) and Argentina (26.1 hours). The worldwide average for the month was 24.4 hours.

Time Spent Online by Internet Users in Select Countries in Latin America, Dec 2011 (hours)

comScore, which measured internet users ages 15 and up who logged on from home and work locations, estimated a total of 129 million internet users across Latin America in December 2011. The average time spent online for the region was 24 hours—equating to more than 3 billion hours in front of a computer screen during the month.

The report also states that Facebook, which recently displaced orkut as the No. 1 social network in Brazil, had a regional user penetration of 84% in Latin America and the average visitor spent 7 hours on the site.

In February 2012, eMarketer estimated that Facebook users in Latin America, including internet users of any age logging on via any device, will reach 207.3 million in 2014. At that point, they will account for nearly 70% of internet users in the region and more than a third of the total population. Leer más “Latin American Web Users Highly Engaged”

Women’s Influence on Purchase Decisions on the Rise

Women’s use of social networks such as Facebook continues to grow year over year—73% of US female internet users now use Facebook, compared with 65% in 2010. The number of Facebook friends for the average US woman also continues to grow, and so does the number of brands she follows. According to the Fleishman-Hillard/Hearst study, women follow 12% more brands than they did in 2010.

In terms of talking about brands and making product recommendations on social networks, millennials appear to be standouts. Nearly half of online millennial women said they prefer shopping on the internet vs. in a store. And 51% use social networks to share commentary related to products and shopping.


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Millennial women most likely to broadcast shopping decisions, recommendations

Today’s US woman is expanding her “sphere of influence,” according to September 2011 research fromFleishman-HillardHearst and Ipsos Mendelsohn. Through social networks and web tools, she is both contributing and seeking out purchase recommendations from friends and followers.

According to the survey, 54% of US female internet users said they feel a responsibility to help friends and family make wise purchase decisions, and nearly half said they influence friends and family to buy—or not buy—a product or service on a regular basis. When a similar study was conducted in September 2008, only 31% of women said they felt they regularly influenced other people’s purchase decisions.

Social networks and social reviews have played an important role in this rise in purchase influence. In the last six months, 46% women said they had read reviews about a product on a website. Moreover, 33% had recommended a specific product or service to someone, and 30% had reviewed a product or service on a website.

Product/Service Review and Recommendation Activities of US Female Internet Users, Sep 2011 (% of respondents) Leer más “Women’s Influence on Purchase Decisions on the Rise”

2011 Trends: Content Marketing Is Critical

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.

Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.

Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.


 

Geoff Ramsey—CEO, Co-Founder

http://www.emarketer.com/Article.aspx?R=1008070

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.

Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.

Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.

Content Used for Social Media Campaigns, June 2010 (% of US companies that currently have a social media strategy) Leer más “2011 Trends: Content Marketing Is Critical”