In an article on Altonivel.com.mx, 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".
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
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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