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

Consumers and Internet Use

April 2020

The new commercial reality in which online shopping and changes in consumer habits have forced companies to rethink their sales strategies, so it is essential to understand how people behave in the digital environment.

The report "Internet in Central America", prepared by the Trade Intelligence Unit of CentralAmericaData, provides the most updated data on the presence of Internet users in the region, users by gender, educational level and other details. In addition to the behavior of the uses in each country and the channel where they connect.

Print and Online Advertising: Trends Crossing

November 2010

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.

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".

Internet vs TV: Changes in Advertising

June 2010

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.

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