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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%.

    More Facts

  • 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

Almost 60% of Latin American YouTube users are under 34. It’s the largest market for YouTube outside of the USA.

(December 2014) 1

Shareablee’s analysis of social media engagement in Latin America for the month of July 2014 showed 127 percent year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions.Facebook accounted for 94.6 percent of those actions, followed by Instagram with 3.1 percent and Twitter with 2.3 percent.

(December 2014) 2

eMarketer estimates that only 31.7% of Internet users in Latin America will make online purchases this year (2012).

(November 2014) 3

Latin America had 159 million internet users in 2013, a rise of 21% from 2012. Forty-two per cent of these users were from Brazil, while 15% were from Mexico, 11% from Argentina, and 7% from Colombia.

(November 2014) 4

Argentina is a world leader in mobile internet use: its mobile internet penetration rate is 42% and Argentine mobile Internet users spend an average of 3 hours and 25 minutes a day using mobile Internet. While a number of other countries have a deep mobile Internet penetration rate, Argentine mobile users use the Internet for much more time than users in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, Singapore, the United Kingdom and the United States.

(December 2014) 5

In 2012, only 34% of Mexicans reported using their cell phones to go online. But in 2013 more than 6 out of 10 Mexican Internet users (64%) said that they use cell phones to go online.

(December 2014) 6

Mobile internet is becoming an popular way to access the internet and social media in Latin America, with eMarketer predicting that there will be 120.8 million mobile internet users in Brazil alone by 2017.

(November 2014) 7

According to research from comScore, however, the use of PCs to access the Internet is still relatively higher compared to other regions in 2013. According to the study “Latin America: Digital Future in Focus”, 91.9% of users still go online from a desktop computer, compared to only 5.6% who access the Web from a mobile device and 2.2% who go online via a tablet.

(November 2014) 8

Latin Americans watch an average of 3.5 hours a day of TV during the week and 3.7 hours a day on weekends. During the week, the average TV consumption in Central America is 3.9 hours a day while South Americans watch TV 3.4 hours a dayThe countries with the highest about of TV watching during the week are Honduras (4.5 hours a day), Costa Rica (4.3 hours a day) and Venezuela (4 hours a day).

(December 2014) 9

TV consumption doesn’t vary much between men and women ; there also aren’t significant differences in terms of TV consumption between Latin Americans from different socioeconomic classes. The age group that watches the most TV are people aged 16 to 30.

(December 2014) 10

In 2013 Latin American newspapers grew by 2.56% in circulation, according to a study from the World Association of Newspapers and News Publishers (WAN-IFRA). In comparison, in 2013 newspaper circulation went down by 5.29% in North America, by nearly 10% in Australia and by 5% in Europe.

(November 2014) 11

WAN-IFRA reports that over the past 5 years, Latin American newspapers grew in circulation by 6.26%. In fact, over the past 5 years Latin America is #3 in the world in newspaper circulation growth, behind Asia (6.67% growth) and the Middle East/Africa (7.5% growth). Newspapers in Latin America are more viable than ever as vehicles to reach the region’s growing consumer market.

(November 2014) 12

MARKETING OPERATIONS

MARKETING SPEND

GLOBAL MARKET RESOURCES

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) 13

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) 14

Cloud traffic in Latin America will grow by 31%over the next four years, surging to 298 exabytes in 2017.

(October 2013) 15

According to The Digital Marketing Insights Report 2014², commissioned by Teradata and Celebrus Technologies, organizations are struggling with data: data storage (36 percent), data quality (23 percent), and making the data actionable (15 percent) are the biggest challenges facing the marketing team.

(July 2014) 16

Digital ad spending in Latin America will increase 28.5% this year—the second-fastest growth rate out of all regions worldwide, trailing only the Middle East and Africa—to hit $5.29 billion, according to eMarketer’s latest estimates of global digital ad spending.

(December 2014) 17

The region will rise from second-to-last place in digital ad spending worldwide in 2016, when it is set to surpass Central and Eastern Europe. However, it will still see far lower spending compared with North America, Asia-Pacific and Western Europe, and will claim just 4.4% of the digital ad spend market in 2018.

(December 2014) 18

In 2018, Brazil will maintain the highest levels of digital ad spending out of the Latin American countries for which eMarketer produces estimates, at $2.88 billion—or 54.4% of all digital ad spend in the region. Meanwhile, second- and third-place Mexico and Argentina will see far lower digital ad investments of $900 million and $310 million, respectively.

(December 2014) 19

In 2013, Cushman & Wakefield reported that Brazil was the only Latin American country in the world’s top 20 markets for internet retail sales in 2012. Two Latin American countries were also listed in fastest growing markets for online retail sales: Mexico (fourth) and Colombia (fifth). It was estimated that Latin American ecommerce would generate $69 billion in sales in 2013, and an increase of 60.5% from 2011. Big consumer brands like L’Oreal and Nike have launched major social media campaigns in Brazil to capitalise on this, acquiring millions of followers in the process.

(November 2014) 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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