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MARKETING NEWS FLASH |

FACTS & STATS

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  • Region Economic Statistics
    GDP at current prices: $5.774 trillion
    GDP growth rate: 3%
    Exports (2013): US $1.115 trillion, Growth Rate: 2.23%
    Imports (2013): US $1.009 trillion, Growth Rate : 2.92%

    More Facts

  • Population Statistics
    Latin America has a total estimated population of around 589 million people.
    There are a total of 20 countries in Latin America.
    During the better part of the last decade, U.S. Census Bureau data show the Hispanic population in the United States grew by 27 percent to 46 million, while the U.S. population as whole only grew by 7 percent to 299 million

    More Facts

  • Trade and Commerce Statistics
    24% of Central and South America exports were sent to North America in 2011
    Between 2010-2011, South and Central America was the second most dynamic region, with exports of commercial services increasing by 13%.

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  • Top 10 in Latin America
    Biggest Cities:
    1. Mexico City, Mexico - 22,681,726
    2. Sáo Paulo, Brazil - 20,534,112
    3. Buenos Aires, Argentina - 14,542,532
    4. Rio de Janeiro, Brazil - 12,058,824
    5. Lima, Peru - 9,450,585
    6. Bogota, Columbia - 8,493,675…

    More Facts

  • Mobile Facts in Latin America
    There are a total of 504 million mobile subscribers in Latin America, which accounts for 11% of the global total.
    The Americas region grew by 11% in the quarter to exceed 500 million mobile connections by year-end, reaching 86% market penetration.

    More Facts

  • Internet in Latin America
    Latest data show that there are 177,692,850 internet users in Latin America, which represents 29.5% of Latin America's population and represents 9.8% of internet users in the world.
    Fact, 83 percent of all travelers research their trips online prior to making a purchase, and travel organizations need to place a heavier emphasis on online spending."
  • Oil and Gas
    US oil service company Schlumberger (NYSE: SLB) is seeing the global diversification of its integrated project management (IPM) away from Latin America, CEO Andrew Gould said in a webcast.
    Growth in the Argentinean automotive industry was helping heat up the polypropylene market in that country, a source said today.

    More Facts

Basic Economic Statistics:
  • GDP at current prices: $5.774 trillion
  • GDP growth rate: 3%
  • Exports (2013): US $1.115 trillion, Growth Rate: 2.23%
  • Imports (2013): US $1.009 trillion, Growth Rate : 2.92%
  • Foreign Direct Investment (FDI): $120.706 billion
  • Latin America Market Value of listed companies: $1.169 trillion
Population Statistics:
  • Latin America has a total estimated population of around  589 million people.
  • There are a total of 20 countries in Latin America.
  • During the better part of the last decade, U.S. Census Bureau data show the Hispanic population in the United States grew by 27 percent to 46 million, while the U.S. population as whole only grew by 7 percent to 299 million
  • Total listed domestic companies in Latin America: 1,513
Trade and Commerce Statistics:
  • 24% of Central and South America exports were sent to North America in 2011
  • Between 2010-2011, South and Central America was the second most dynamic region, with exports of commercial services increasing by 13%.
  • The U.S. Commerce Department said on Monday that consumer spending edged up 0.2 percent after being flat in April, offering hope for a sustained recovery in Mexico's exports, 80 percent of which are sent to its northern neighbor.
  • Brazil's benchmark Bovespa index .BVSP shed 0.33 percent as a broadly stronger dollar .DXY hurt commodities prices .CRB, which weighed on the shares of some of Brazil's top companies.
  • Latin America has enjoyed support amid Europe's debt crisis since its major economies have relatively less debt than many countries in Europe.
  • More news in the mining sector weighed down the Latin American index, which fell 1% to 352.80. Fabio de Oliveira Barbosa Monday left his position as executive director of finances at Brazilian mining and metals giant Vale SA (VALE, VALE5.BR), the company said in a filing. Shares of Vale fell 2.6% to $26.63.
  • Today, one of our topics of conversation is that, ten years ago, China wasBrazil's 12th largest trading partner; now, it is Brazil's No. 1 trading partner. China was Colombia's 35th largest trading partner in 2000 and is now its fourth-largest.
  • A sharp drop in financing costs and a rise in investment income led to soaring second quarter earnings for Banco de Credito de Peru (BCP), the flagship bank of Credicorp (NYSE: BAP), according to the bank's filings with securities regulator Conasev.
  • Panama-based Bladex (NYSE: BLX) will reevaluate risk valuation practices in its asset management division after it reported an US$11.8mn loss in the second quarter, all but wiping out good results from the bank's commercial division, Bladex CEO Jaime Rivera said in a conference call.
  • After issuing US$200mn in 10-year subordinated bonds earlier this month, Brazilian midsize bank Mercantil do Brasil is aiming for 30% loan growth in 2010, but could end up wanting to issue senior debt to fuel this expansion, Cristiano Gomes, the bank's finance director, told BNamericas.
  • Mercantil do Brasil ended up issuing an additional US$50mn on Wednesday through its subordinated bond program that closed last week, after a group of institutional investors, mostly from the US, requested the offer be widened.
  • Gomes said that the bank's 150-branch network provided 75% of its funding, but that additional external sources could be explored, particularly in the context of continued growth in the bank's loans to retirees in private sector social security program INSS. In August last year, Mercantil presented a winning bid for a portion of these lending rights.
  • Colombia's biggest banking holding Grupo Aval has reached an agreement to buy 100% of Central American financial group BAC-Credomatic from GE Capital Global Banking for US$1.9bn, the GE (NYSE: GE) unit said in a press release.
  • The move by Grupo Aval shows its strong desire to enter Central America and it will most likely retain the BAC-Credomatic brand and not make any drastic changes to the way the group has been run, Fitch Colombia banking analyst Santiago Muñoz told BNamericas. Muñoz recently predicted that Grupo Aval would make a new bid for BAC-Credomatic after a failed attempt last month.
  • The Brazilian government approved on Monday nearly $3 billion in funding to renovate and expand its airports ahead of the 2014 World Cup.
  • The government also guaranteed investments of about $400 million in its ports, hoping to make sure the country is ready to host soccer's biggest tournament.
  • Brazil's Rio de Janeiro city hall is planning to launch a 3.5bn-real (US$1.96bn) tender for phase II of its Porto Maravilha city renovation project during the first week of August, city development secretary Felipe Goes told BNamericas.
  • Brazil's federal savings bank Caixa Economica Federal (CEF) has identified the 1.3bn-real US$732mn monorail project in Amazonas state capital Manaus as one of its most important financing projects to prepare the country for the 2014 World Cup, a bank spokesperson told BNamericas.
  • The project, which is currently in the bidding phase, is part of a 2bn-real multimodal transport network that also includes a bus rapid transit (BRT) system.
  • Costa Rica's public works and transport ministry MOPT is unlikely to go ahead with a project to build a dry canal connecting the country's Pacific and Atlantic ports due to the prohibitive costs involved, MOPT's sector planning official, Ibis San Lee, told BNamericas.
Top 10 in Latin America:
  • Biggest Cities:
  1. Mexico City, Mexico - 22,681,726
  2. Sáo Paulo, Brazil - 20,534,112
  3. Buenos Aires, Argentina - 14,542,532
  4. Rio de Janeiro, Brazil - 12,058,824
  5. Lima, Peru - 9,450,585
  6. Bogota, Columbia - 8,493,675
  7. Santiago, Chile - 7,003,122
  8. Belo Horizonte, Brazil - 5,031,438
  9. Guadalajara, Mexico - 4,328,584
  10. Caracas, Venezuela - 4,325,000
  • Biggest Companies (based on revenues, in millions):
  1. Petrobas - $137,694.9
  2. Pemex - $127,019.7
  3. PDVSA - $124,459
  4. America Movil - $59,778
  5. Vale - $45,769.5
  6. Telefonica - $40,255.9
  7. BR Distribuidora - $39,210.7
  8. Ecopetrol - $37,735.2
  9. Odebrecht - $37,404.7
  10. JBS - $37,042.7
  • Top 10 Business Schools:
  1. Universidad del CEMA - Buenos Aires, Argentina
  2. ESAN - Lima, Peru
  3. IAE Pilar - Buenos Aires, Argentina
  4. INCAE - Alajuela, Costa Rica
  5. Instituto Technologico Autonomo de Mexico - Mexico City, Mexico
  6. IPADE - Mexico City, Mexico
  7. ITESM Monterrey - Nuevo Leon, Mexico
  8. Pontificia Universidad Catolica de Chile - Santiago, Chile
  9. San Paulo - Sao Paulo, Brazil
  10. Universidad de Los Andes - Cundinarmarca, Colombia
Mobile Facts in Latin America:
  • There are a total of 504 million mobile subscribers in Latin America, which accounts for 11% of the global total.
  • The Americas region grew by 11% in the quarter to exceed 500 million mobile connections by year-end, reaching 86% market penetration.
  • Brazil still accounts for one third of connections in the region, and grew its installed base by 16% in 2009 to 176 million connections, adding 8 million net additions in Q4.
  • Mexico and Argentina are the second- and third-largest markets adding 1.7 million and 1.5 million connections, respectively, in the quarter.
  • 70 percent increase in its Hispanic-targeted media spending in 2009 and plans further increases in 2010.
  • In addition, we will see new business models to leverage 3G adoption in the region, pushing on mobile marketing: iPhones given at no cost, for example, as long as subscribers agree to be hit by mobile advertising while in motion.
  • As operators and service providers develop the ability to increase the segmentation of  customer bases in Latin America, the 1-to-1 marketing will be more successful and popular in the mobile marketing arena.
  • The great volume of iPhones and smartphones sold in the region over the last 2 years, along with the extensive rollout of 3G networks, created the foundation to leverage mobile marketing initiatives this year.
  • According to comScore M: Metrics, 71% of Hispanics devour calm upon mobile phones compared to the marketplace normal of 48%.
  • the Hispanic interpretation users rsther than because, as promotion upon mobile phones (41% contra 30% of non-Hispanics) as good as some-more have responded (22% vs. 13%). Therefore, mobile selling to the Hispanic demographic is an event for expansion in this negligence manage to buy experience.
  • Hispanics bond twice as quick as the altogether marketplace (14% expansion compared to 7%) entrance around the mobile selling Hispanicsmillion users per year.
  • In the year 2008 have been twenty-three million Hispanics online, about 52% of the Hispanic population.
  • America Movil SAB (AMX, AMOV, AMX.MX), Latin America's No. 1 wireless carrier by subscribers, said Friday it plans to eventually launch fourth-generation mobile services in Mexico after it aggressively bid for additional wireless spectrum in a government-sponsored auction earlier this month.
Internet Connection in Africa:
  • Latest data show that there are 86,217,900 internet users in Africa, which represents 8.7% of Africa’s population and represents 4.8% of internet users in the world. 
  • From 2000 – 2009, internet users has increased 1,809.8%.
  • South Africa has almost doubled its marketing budget for African markets, from R30 million in the present financial year to R55 million, in the next financial year, said newly appointed South African Tourism CEO Thandiwe January-Mclean yesterday, Thursday, 18 February 2010, during her first face-to-face meeting with the press since starting her job last month.
  • January-Mclean also said that marketing investments for Asian markets - China and India in particular, which grew by 10% and 18% respectively in 2009 - will increase by 20% and 50%, respectively, in the next financial year.
  • Recent statistics have shown that arrivals from Angola grew almost by 12% growth for the period January to October 2009.
  • Continued global development is able to sustain demand for oil, and other industrial raw materials will remain relatively high prices. Oil prices are expected to be stable at 60 U.S. dollars per barrel in 2007 and 2008, the report said.
  • It takes 14 days to start a business in the Central African Republic, and 233 days in Guinea Bissau. (IDA10).
  • In the 2006/7 Doing Business Indicators, Mauritius, South Africa, Namibia, and Botswana were ranked among the top third best countries to do business, but the average rank of African countries was 136 among 178 countries.
  • Access to finance, infrastructure, institutions, and skills are the constraints most often reported as "major" or "very severe" by entrepreneurs.
  • It takes 7% of GNI per capita to start a business in South Africa and 1195 per cent in Sierra Leone. (IDA 9)
  • The average CPIA score in 2006 was 3.2, from 2.8 in 1996, and 27 of 36 countries evaluated in both years improved their scores.
  • The lowest net primary enrolment ratio is found in Djibouti (33.3%); the highest is in Sao Tome and Principe (96.7 per cent). (MDG 2).
  • In Democratic Republic of Congo, Ethiopia and Niger 2 persons out of a thousand are Internet users; there are 249 in every thousand people in Seychelles, which also has 189 computers per 1000 people. (MDG 8)
  • The most important contributors to the economy include the mining sector, manufacturing and agriculture. Most economic activity takes place in Gauteng where most mining occurs. The country's financial and industrial infrastructure is well-developed with excellent growth potential.
Oil and Gas in Latin America:
  • US oil service company Schlumberger (NYSE: SLB) is seeing the global diversification of its integrated project management (IPM) away from Latin America, CEO Andrew Gould said in a webcast.
  • Growth in the Argentinean automotive industry was helping heat up the polypropylene market in that country, a source said today.
  • Polypropylene domestic offers in Argentina went down $50/mt over June, and they were heard at $1,700-1,750/mt CIF for homo and at $1,800-1,850/mt CIF for co-polymer.
  • GX Technology, a subsidiary of US geophysical company Ion (NYSE: IO), has submitted an EIS to Peru's energy and mines ministry to carry out seismic work along the Tumbes-Tacna coast.
  • Houston-based Key Energy Services could send its 11 idle rigs in Mexico's Chicontepec field to the rest of Latin America, company investor relations VP Gary Russell told BNamericas.
  • Central Chile's Valparaiso state port operator EPV will launch a tender to concession a second terminal during 2H10, a company spokesperson told BNamericas.
  • The project, known as Frente de Atraque 2, consists of building new piers and surrounding infrastructure, which will take four years to complete and cost an estimated US$180-200mn.
  • Colombia can surpass its goal of achieving 1Mb/d of production by end-2011, according to Luis Guisti, the CEO of Canadian oil junior Alange Energy (TSX: ALE).


INTERNET MARKETING

MOBILE MARKETING

DIRECT MARKETING

With an average CTR of .12% for banner ads, Colombia is tied with Brazil and is ahead of other countries in Latin America.

(February 2015) 1

Per online visit, Colombian Internet users look at more more than 10 pages of entertainment content, more than any other country in Latin America. YouTube is the leader in the entertainment category in Colombia in terms of unique users. The reach of online video is highest in Colombia: 88% of Internet users watch online video, slightly ahead of Brazil (with 87.8%) and ahead of Argentina (85.5%), Chile (84%) and Mexico (81%).

(February 2015) 2

98% of Mexican Internet users are on Facebook, 80% are on YouTube, nearly 72% are on Google+, 71% are on LinkedIn and 63% are on Instagram.

(January 2015) 3

In 2015 there will be 65 million Internet users in Mexico and by 2018 there will be 80 million.

(January 2015) 4

Apps don’t seem to have ultra-heavy penetration (90% or more) among Latam mobile users. WhatsApp, though very popular, only reaches 61% of mobile users in the region. And if we look at a specific market like Argentina, we see that the Facebook app is the country’s most popular app—yet it’s only been downloaded by 76% of mobile users.

(February 2015) 5

Tablets are far from universal. In Q2 2014 tablet sales in Mexico went up by 107% to reach 1.8 million. In the same period Mexicans bought 6.7 million smartphones. In Q3 2014, Brazilians bought more than 2 million tablets and they bought more than 10 million in all of 2014. Yet just in Q3 2014 more than 15 million smartphones were sold in Brazil—and in 2014 smartphone sales in Brazil reached 55 million.

(February 2015) 6

Brazilian mobile users have an average of 7 apps on their phones.

(February 2015) 7

55% of Brazilians prefer video as a mobile ad format, more than banners (12%), coupons (11%), text (6%), search (5%) or an ad displayed after in-app activity (5%).

(January 2015) 8

Despite the attention that online radio has received from the media, 80% of Brazilian radio listeners report using traditional radios and only 1% say they listen to the radio online. A larger percentage of Brazilians (8%) report using cell phones to listen to the radio.

(February 2015) 9

Most Brazilian newspaper readers (79%) prefer to read them in print form, while only 10% prefer reading newspapers online and 4% in both print and online formats. When it comes to magazines, 85% of Brazilians surveyed said that they did not read magazines and only 13% reported reading them from 1 to 7 days a week.

(February 2015) 10

Latin Americans listen to the radio 3.9 hours a day during the week and 3.8 hours a day on weekends.

(January 2015) 11

There isn’t a significant difference in radio consumption between men and women in Latin America nor is there one between different socioeconomic classes.

(January 2015) 12

MARKETING OPERATIONS

MARKETING SPEND

GLOBAL MARKET RESOURCES

Among the most popular apps among Brazilians, several don’t allow advertising, including WhatsApp and Instagram.

(February 2015) 13

By 2020, 25% of Latin American homes will have a credit card; for comparison’s sake, in 1990 only 3% of homes in the region had credit cards.

(January 2015) 14

Cloud computing is gaining traction in the Latin American region and is witnessing its highest growth rate compared to other regions. TechNavio's analysts forecast the Cloud Computing market in Latin America to grow at a CAGR of 26.1 percent over the period 2013-2018.

(December 2014) 15

The cloud market is growing at a rate of 30% annually and expected to reach US$ 230 billion by the end of 2014.With an anticipated 35% year on year growth up to 2016, Latin America has secured its position as one of the hottest market for cloud globally.

(November 2014) 16

For years, TV has ruled ad spend in Brazil and IBOPE consistently shows TV has having nearly 100% penetration in the country. The PBM confirms the dominance of TV. Brazilians watch TV 4.5 hours a day during the week and 4 hours and 14 minutes a day on weekends. More than 7 in 10 (73%) of Brazilians watch TV every day.

(February 2015) 17

Despite their lower usage of print as indicated in the survey results, 47% of Brazilians trust newspaper advertising most or all of the time, the highest level of trust among advertising in any form of media. Radio and TV advertising came in second (42% trust rate for each), followed by magazines (36% trust rate). Advertising on websites were only trusted by 23% of Brazilians and trust rates for social media ads was also low (22%).

(February 2015) 18

When we look at ad spend in Latin America, clearly TV rules and in most countries free TV takes up the majority of ad spend. For example, free TV takes up 66% of ad spend in Brazil, 53% of the ad spend in Mexico and 49% of the ad spend in Peru, as summarized in our recent media report.

(January 2015) 19

In 2014, Brazil’s ad spend reached US$22 billion, making it the world’s #5 advertising market.

(January 2015) 20

* Facts & Stats are curated by the CMO Council team. Attributions for each entry can be seen by hovering over each footnote.

CMO Council Contact
Donovan Neale-May
Executive Director
408-677-5300 x5333
donovan@cmocouncil.org

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