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How Always-on Consumers are Discovering Products in Latin America
Explore how mobile is shaping the way people find and purchase products across Latin America.
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INHALTE
With 96% of people online in Latin America owning a smartphone, we can already see how mobile is transforming people’s lives across the region.1
And as more people gain access to mobile, the way they discover new products and services, create their shopping lists, seek out friends’ endorsements and make purchases will continue to change. Facebook IQ looked into how mobile is reshaping consumers’ behaviors in Latin America and how brands can keep up with these always-on consumers.
Mobile enables the always-on consumer
Latin America is in the midst of a fast-paced technology revolution. By 2020, it's estimated there will be 171 million new smartphone users across the region.2
As more people in the region connect on mobile, they tend to spend more time online. A Facebook IQ study showed that, across four of the region's markets, use remains steady across a great share of the day, from 8 AM to 9 PM. And people are likely to stay connected even late at night and early in the morning. Latin Americans are always-on.
People use smartphones from the beginning of their working hours until midnight3
Internet usage in minutes across the day
Product discovery is migrating to mobile
With easy access to the internet, people are discovering products in different ways. The consumer journey has gained additional digital touchpoints and has become more complex. And this is true across different industries. A 2016 Facebook IQ study mapped the purchase process—across both desktop and mobile devices—for people that were planning a trip. It revealed 37 digital touchpoints.4
The ever-complex process of planning a trip
Map of digital touchpoints involved in consumer journey
When analyzing this consumer journey, we see that brand-related touchpoints represent only one piece of the entire path to purchase. Brands are competing for people's attention with an increasing number of contact points from press, individual experts, aggregators and other consumers—peers, friends or family.
But a more complex journey doesn't necessarily mean bad news for marketers. Instead, it presents brands with new opportunities to reach and engage with consumers. When investigating the way people buy cars in Brazil, for instance, we discovered that auto intenders visited Facebook and Instagram 488 times on average during their purchase journey.5 Each of these visits represents a chance to reach consumers and communicate relevant content and offers according to their stage in the journey.
Consumers find inspiration on Facebook, Instagram and Messenger
One effect of the rise of mobile is that we see Facebook apps becoming more relevant to product discovery. In one study, 51% of Instagrammers in Mexico had already discovered a new brand or product via the platform.6 In Brazil, 83% of travelers, when asked about their most recent trip, said that they found ideas on Facebook, 55% on Instagram and 51% on Messenger.7 For a larger purchase, such as buying a car, 85% of Brazilians used Facebook or Instagram to get information at some point of their consumer journeys.8
In a study exploring how people in Latin America did their end-of-year holiday shopping, we found that 63% of Argentinians, 60% of Brazilians and 84% of Mexicans said that Facebook influenced their choices.9 By investigating this behavior, we learned that people are mainly seeking inspiration, which may come from brands, other consumers, and friends and family. In this sense, people see Facebook not only as a place to get updates on their favorite brands' latest releases, but also where they can connect with their own communities to get ideas, advice and recommendations.
Holiday shoppers turn to Facebook for inspiration and advice
Get inspired by products and services shared by friends on Facebook
Seek advice about gifts from others on Facebook
Get inspiration for gift/shopping ideas on Facebook
39%
28%
29%
45%
40%
28%
53%
48%
40%
Mobile has changed the game in Latin America. By empowering people with easier access to information, mobile is changing the way people discover products, make decisions and buy. These always-on consumers likely also have greater expectations for brands' digital offerings. Though challenging, this is also an exciting environment that presents marketers with opportunities to find the right consumers, connect with them through relevant and timely messages and design mobile-first shopping experiences.
What it means for marketers
Develop messages and offers for each step of the consumer journey.
Millions of always-on consumers create billions of opportunities. With more people connected, there are more chances to reach your consumers throughout their purchase process.
Proactively go where your consumers are.
It is getting harder for consumers to find your brand across myriad touchpoints that are part of their buying process. Brands that wait for consumers to visit their website might be missing opportunities every day. Find creative—and proactive—ways to reach your consumers.
Develop mobile-first experiences, from discovery to conversion.
Discovery is migrating to mobile because people are spending more time on mobile than desktop devices. The next step? Conversion. Be ready to attend to their demands for better and faster mobile buying experiences.
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