A research study by the Laredo Group shows that 29 percent of all Latin American Internet users
have already bought online, and 59 percent intend to make electronic
transactions in the future
The study, released by portal site Starmedia, shows that Internet users are also using the Net to get information about products and services (68
percent), and usually click on ad banners in which they’re interested (83
percent).
To Índio Brasileiro Guerra Neto, Starmedia director in Brazil, the research
presents the basis for the development of ad and marketing campaigns focused
on Latin America.
“We believe this crisis moment may leverage Internet, once
it’s a cheaper media and perfect to advertisers,” he said. The research
shows that users see Net advertisers as modern and innovative.
The average age of online consumers in the area, according to Laredo Group,
is 29 years; 83 percent have credit cards; 76 percent are employed; 71
percent are online for over a year, and usually spend 9.7 hours online every
week. They usually seek information about travel (90 percent), electronic
products (87 percent), consumer goods, hardware (86 percent), software (85
percent) and financial services (84 percent).
From one of the conclusions of the Laredo Group research, the work reveals a
Latin American eager to participate in the Internet and in e-commerce.
“The study identifies a rich area, well informed about the Net, and that is
transforming the Internet into something vital in their daily lives,” the company said in a statement.