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Internet Audience Behavior in Central America presented at the WOMMA Brand Council by Rodolfo Salazar ( @rokensa) with collaboration from www.ilifeblet.com
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WOMMA Brand Council
Internet Audience Behavior in Central America
This is a territory where: Disruption hit and some didn’t notice
Google is a Saint Facebook is King
Youtube is QueenOpportunity is everywhere
A territory of new settlers
More than
10 years
Between 3
to 5 years
Between 5
and 10 years
Between 1
and 3
years
Less
than 1 Year
• Ultra Newbie
• Newbie
• Observer
• Active Liker
• Active Spammer
• Surfer
• Silver Surfer (Offline influencer)Data from: http://ilifebelt.com/
We love soccer
• Texaco
• World cup regional campaign
Talk about my country and my roots
A territory of real nomads
Home
Work
Public WiFi
School/ University
Cyber Café
Street
Other
0% 5% 10% 15% 20% 25% 30% 35%
Place
PC28%
Mobile 27%
Laptop24%
Tablet16%
Game Console
4%
TV1%
Data from: http://ilifebelt.com/
Internet rules over Public Opinion
Between the lines
• Real user
• Alter ego
• Fake user– Burka
– Spider
• Conspirator– Burka
– Spider
It’s my
Fundamental
Source of
information
Important
Secondary
Source
Secondary but
not important
It’s not an important
source
68 % said that following a brand
has motivated them to buy products
or services Data from: http://ilifebelt.com/
Advertisers mind set
• I don’t need it
• I don’t know where to start
• How do we do it our selves?
• Ask our traditional agency
• Get someone that knows about this
• Get a Digital Agency
Internet advertising is OK… but
I neither
like it or
dislike it
It is
interesting
Bothers
me
Data from: http://ilifebelt.com/
Internet advertising?
Top 5 uses of Internet
• Tied in #1
– Social media
– Watch videos
• Read news
• Upload photos
• Chat
• Downloads
Growing Fast YoY
Ask.fm 770%
Pinterest 270%
Linkedin 236%
Tumblr 98%
Social media used as anothertraditional media chanel
Social media used as a benefits guide orcupon book
Questions?
www.ideaworks.la
