Latin American Buyers Go Online

Internet usage in Latin America is rising steeply and consumer purchasing patterns are being ever more influenced by the web.

Wednesday, August 11, 2010


In an article on, Google's general manager for Latin America, Alexandre Hohagen, comments that, "it is true that e-commerce in the region has somewhat lagged behind in comparison with more developed countries but the gap is closing and today there is evidence of a multi-channel purchasing dynamic when acquiring products or services".

The amount of time regional consumers spend connected to the Internet increases every day and will soon surpass television, as it has done in other countries. Purchase decisions will ever more frequently begin at home in front of the computer checking prices and comparing products on the Internet before buying them. This trend is particularly clear for high-cost products such as electronics, white goods and cpmputers.

The Google director concludes that, "in this environment, consumers define the rules. These days traditional companies have a huge range of opportunities but only those who can really listen to what their customers want and present it to them clearly on their virtual shop window will triumph".

More on this topic

What do consumers say about their products?

August 2010

Companies should be constantly alert to feedback from consumers, since their preferences and needs can change at any time.

There are three keys to current, but ever changing, consumer behvior:

1. Continuing growth in the importance of mobile devices. "Consumers are demanding ever more ability to be everywhere at once, with multiple interacting devices providing ever more convenience".

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A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

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Internet vs TV: Changes in Advertising

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Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.

The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.

165% More Brand Presence By Using Internet

February 2010

Survey: What do you do during TV advertisements? 39% changes the channel, 37% speaks with someone in the room, and 34% surfs the Internet.

“Adding Internet to the advertising mix, in addition to other traditional media, contributes in increasing your reach. This is because Internet has now massive reach among consumers, and they mix it with print and radio.”

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