Understanding Latin American Online Consumers

June 11th, 2010

Roxana Strohmenger

With contributors:

Tamara Barber , Reineke Reitsma , Erica Sorensen

Summary

Forrester recently launched its Latin American Technographics® research to help companies understand the emerging offline and online trends of consumers in Brazil and Mexico. This report is dedicated to understanding Latin Americans' online behavior in order to help market research professionals uncover how these consumers use online media. This year's Latin American data shows that while online consumers fully embrace basic online activities, the digital divide continues to persist due to the large proportion of metropolitan consumers who are still not connected to the Internet. As a result, market researchers must understand their target audience's use of the Internet and work with their marketing counterparts to develop the correct media allocation mix for the individualized needs of each Latin American market.

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