Marlies van Oudheusden Tel +31 20 6070 882 Marlies.vanoudheusden@ipsos.com EMARGO DATE: December 12 2013, 8:00 AM CET DIGITAL, SOCIAL, GLOBAL: MEET THE LATIN AMERICAN AFFLUENTS MediaCT s new Affluent survey for Latin America, released today, highlights the significant reach digital media has achieved in the region. Some 41% of the region s affluent population now own all three of the main digital devices: a tablet, a Smartphone and a PC/laptop. The regions citizens are known to number amongst the heaviest users of social media in the world. The affluent population is no different, with 94% having visited a social networking site over the past month. But this digital savviness has not made Latin Americans any less likely to consume media on traditional platforms. They spend almost an hour reading printed newspapers and magazines and more than two hours watching television. They are also citizens of the world. More than half speak at least two languages, 85% watch international TV channels an almost half read international newspapers and magazines. This year we celebrate the first ever Affluent Survey Latin America, representing the highest spending and most influential consumers in Argentina, Brazil, and Mexico. The Affluents of Latin America are some of the world s most desirable consumers. They love to shop and indulge in life s little (or not so little) luxuries. They have influential jobs and are very comfortable with digital technology: 81% own a smartphone and 46% a tablet. PO box 58258 1040 HG Amsterdam
Affluent Latin America is part of the Affluent group of surveys, which measure the media and consumption habits of the affluent population in 51 countries worldwide. Affluent Latin America will be presented at a Launch event in Miami on February 26. More details will be announced soon. Latin America is an incredibly dynamic region. It is vital for global marketers to have a clear picture of how consumers are behaving. Latin America is the latest region to join the suite of Affluent surveys which now cover Europe, The Middle East, Africa, Asia/Pacific and the USA. It was a logical next step and we are absolutely delighted to be able to share this survey with our subscribers Nathalie Sodeike, Managing Director, MediaCT Netherlands. Latin America s Affluent are: Avid shoppers Influential Very social Highly digital Heavy media users Global citizens Latin Americas Affluent are Avid shoppers The Affluent in Latin America know how to enjoy spending their money. The majority do not mind paying for extra quality (78%,) and they get a real sense of pleasure from doing it; 72% enjoy the fun of shopping. Enjoying the finer things in life is just as important, like fine dining and top class travel. On average the Affluent in Latin America paid 5 visits to a gastronomic restaurant in the past 12 months. 6% travelled First Class the past year and another 15% travelled Business Class.
Latin Americas Affluent are Influential But they are not frivolous individuals. The Affluent take their careers seriously. In between meetings abroad with executives from other countries (7%), they are busy with formulating strategic business plans (17%) and taking part in industrial or professional committees (9%). Nearly all are willing to make an extra effort to achieve their career goals (89%). They are the region s Influential Opinion Leaders, the Business Decision Makers and C-suite. Business targets in Affluent Latin America 2013: 401,000 Influential Opinion Leaders 625,000 Business Decision Makers 313,000 C-suite Latin Americas Affluent are Very social Penetration of social media is high among LatAm s Affluent. Only 6% claim they did not visit any social / professional networking site in the last 30 days. The Affluent are comfortable using their networks for both work and business; 51% always use their social network to achieve business goals. Among all the social networking sites measured, Facebook is by far the most used site. As you might expect, social/ professional networking sites are most popular among the younger age group; 98% among 21-34yr visited any site last 30 days. But social media is definitely not only for the youngsters - 84% in the age group of 55-74 visited Facebook in past 30 days.
Latin Americas Affluent are Highly digital Latin Americas Affluent love their gadgets and penetration of smartphones and tablets is very high, respectively 81% and 46% and 41% use at least 3 screens! The most popular Smartphone is the iphone followed by Blackberry (35% and 28% respectively). Apple is also winning in the tablet market, with well over half of all tablet owners owning an ipad. Penetration of most media devices are higher in Latin America than Europe, with the exception of E-book readers - just 7% own one of these devices, although this may well be explained by the high ownership of the ipad. Latin America s Affluent are Heavy media users The Affluent in Latin America are heavy media users. They spend nearly an hour reading newspapers/magazines on a weekday and another 2 hours watching TV. At the weekend media consumption grows, with almost 3.5 hours spent watching the news, business updates, entertainment shows, documentaries, and their favourite soap operas. Given the high penetration of 3-screen users in this region it is not surprising that digital media use is significant. Nearly 2 hours online on an average day. The Affluent Latin America Survey is unique, allowing full multi-media evaluation including: Digital Currency The Affluent includes reach measures for not only print and
TV reach, but also allows marketers to evaluate media brands across all available digital platforms; apps, sites, via mobile, tablet, and PC/laptop Multimedia planner - our multi-media campaign planning tool allows users to evaluate print, TV and digital campaigns within a single tool. Through a fusion collaboration with comscore, The Affluent Survey is able to offer detailed web metrics alongside print and TV. Latin America s Affluent are Global Citizens 77% of all Affluent in Latin America see themselves as global citizens, and 55% speak at least two languages which may explain why they love international media. 60% enjoy watching foreign TV channels 45% enjoy reading foreign Newspapers and magazines TV reach WEEKLY Total Argentina Brazil Mexico All Int l TV 85% 95% 75% 94% News & Business TV 37% 51% 21% 57% General TV 84% 94% 74% 94% PRINT reach AIR Total Argentina Brazil Mexico AIR all international print 44% 36% 33% 65% AIR Dailies 8% 6% 6% 11% AIR Weeklies* 17% 16% 11% 26% AIR Monthlies 25% 20% 15% 41% AIR News & Business 22% 20% 15% 33% Inflight magazines *Also incl, fortnightlies and tri weeklies 18% 13% 16% 23% Digital reach MONTHLY al international media Total Argentina Brazil Mexico Digital Currency 45% 47% 32% 63% Website via PC/Tablet 40% 44% 30% 54% Website/App via Mobile 14% 10% 9% 22% App via Tablet 14% 9% 11% 20% Please find all media definitions on page 6.
The Affluent Survey Latin America is part of a suite of surveys, incorporating EMS Europe, EMS Middle East, EMS Africa, The Affluent Survey Asia Pacific, and The Affluent Survey USA. The Affluent Survey Latin America and the EMS surveys are managed from Netherlands. EMS is in the process of being rebranded to The Affluent Surveys. END Definitions for combinations of media titles in Affluent LatAm 2013: Print Metro (all editions): Metro (BRA) and Publimetro (MEX) Harvard Business Review (all editions): Harvard Business Review América Latina and Harvard Business Review Brasil National Geographic (all editions): National Geographic Brasil Magazine and National Geographic Magazine Español Newsweek (all editions): Newsweek (English) and Newsweek Español Wall Street Journal (all editions): The Wall Street Journal (English) and Wall Street Journal Americas supplement Forbes (all editions): Forbes Magazine (English), Forbes Argentina and Forbes Brasil GQ (all editions): GQ Argentina, GQ Brasil and GQ Mexico International daily newspapers: El País (edición global), Financial Times, International Herald Tribune, The Wall Street Journal (English), and USA Today International weeklies/ fortnightlies / Tri-weeklies: Bloomberg Businessweek, The Economist, Newsweek (English), Newsweek Español, TIME, Forbes Magazine (English), Fortune International news/business print (incl.monthlies): all international daily newspapers and all international weeklies/ fortnightlies and the monthly magazines América Economía, Bloomberg Markets, Harvard Business Review América Latina, and Harvard Business Review Brasil. International monthlies: América Economía, Bloomberg Markets, Harvard Business Review América Latina, Harvard Business Review Brasil, National Geographic Brasil Magazine,and National Geographic Magazine Español All inflights: Includes all inflights measured: Aerolineas Argentinas Alta, Aeromexico Escala, LAN Group - IN Magazine, Revista GOL and TAM Magazine. All International Print: International news/business print and International monthlies and All inflights and Metro (all country editions) and Metro (BRA) and Publimetro (MEX)
TV CNN (all channels): CNN and CNN Español ESPN (all channels): ESPN 2, ESPN Brasil, ESPN Latin America and ESPN+ News/Business International TV: Aljazeera English, BBC World News, Bloomberg TV, CNBC (English), CNN, CNN Español, euronews, France 24, NHK WORLD TV, NTN24 (Nuestra Tele Noticias 24 Horas), RT Russia Today, and telesur General International TV: Arirang, Canal Fox, Discovery Channel, DW-TV (Deutsche Welle), E! Entertainment, ESPN Latin America, Fox Sports, Glitz, History Latin America, MTV, National Geographic Channel, Nat Geo Wild, TCM (Turner Classic Movies), Travel Channel, TLC Latin America, TNT Latinoamérica, TV5Monde and Warner Channel All International TV: All listed channels (News/Business International TV and General International TV) Web BBC (all digital): BBC (international), BBC Brasil and BBC Mundo CNN English, incl. Fortune & CNN Money: CNN (English), CNN Money incl. Fortune CNN (all digital, incl. Fortune): CNN (English), CNN Español, CNN Expansión, CNN Mexico, CNN Money incl. Fortune The Daily Beast including Newsweek: The Daily Best and Newsweek (English) Euronews (all digital): euronews (English), euronews Español, euronews Português Forbes (all digital): Forbes and Forbes Brasil Fox Sports (all digital): Fox Sports Brasil, Fox Sports Latinoamérica National Geographic (all digital): National Geographic Brasil and National Geographic Español All International web: Aljazeera (English), América Economía, Arirang, BBC (international), BBC Brasil, BBC Mundo, Bloomberg, Bloomberg Businessweek, Bloomberg Markets, CNBC (English), CNN Money incl. Fortune, CNN (English), CNN Español, The Daily Beast incl. Newsweek (English), Deutsche Welle (DW), Discovery Channel, The Economist, El País (edición global), ESPN, ESPN FC or ESPN Soccernet, euronews (English), euronews Español, euronews Português, Financial Times, Forbes, Forbes Brasil, Fox Sports Brasil, Fox Sports Latinoamérica, France 24, History Latinoamérica, National Geographic Brasil, National Geographic Channel, National Geographic Español, New York Times, Newsweek Español, NHK WORLD, NTN24, Publimetro, RT Russia Today, telesur, TIME, TV5Monde, Wall Street Journal
For further information please contact: Marlies van Oudheusden Tel: +31 (0) 20 6070882 Email: marlies.vanoudheusden@ipsos.com WWW: www.ipsos-nederland.nl/ems For publication we request you to credit the source:. About is a research agency that generates insights which enable organisations to develop successful brand, product and customer strategies. We are the third-largest market research business in the world with offices in over 80 different countries. With our Amsterdam office you have access to an exceptionally strong global research organisation that continually innovates itself. Our researchers know exactly how to use all available resources to increase your success. For more information, please visit www.ipsos-nederland.nl or www.ipsos.com.