Latin America is an interesting emerging market that is growing from different angles. Talking about the “connected era” I have been able to pull some information from many sites presentations and studies that might interest you.
Even though internet penetration is not anywhere comparable to the US Internet penetration, in major cities people find a way to have an email address together with at least a weekly fix of 2.3 hours of internet (68% are able to connect every day), either at home, school, work, cyber cafes, friend’s home, public places, etc
The top 7 uses are:
1. Instant messaging
2. Watch videos or listen to music
3. Search for information for work/study
4. Social networks (Tuenti, Badoo, Facebook, Sonico, Hi5, MySpace, Orkut)
6. Download files
Almost 36% of internet users in Latin American say they have published content in the web using New Media and Social Networks which are growing very fast sometimes at yearly rates of more than 1300% (like Facebook in Colombia, Argentina and Mexico or Orkut in Brazil) and in most studies I was able to find most of the users of social networks (54%) have been there for less than a year, 70% have an average of 40 friend/contacts within their network, interesting number if you see that 33% use more than 1 social network
Some say (and I agree) that in the future the biggest impact of new media and social networks in the Latin America region will come from the mobile phone industry here you will find more than 6 countries where there are more mobile phones than the actual official population living there… A study conducted by Pfizer foundation shows that in average 99% of the parents and 75% of the children between 11 and 20 years old in a household own a mobile phone, averaging 3.5 mobile phones per household, Talk about market penetration, wow!!!