Launch of Ipsos Latin American affluent consumers survey reveals digital-savvy audience for marketers

More than three-quarters of the affluent Latin American population now own a smartphone (81 per cent) while 46 per cent have a tablet device, according to the first ever Ipsos MediaCT’s affluent survey for the region.

Report: Affluent Latin America is engaged with mobile

Forty-one per cent of the affluent population in the area now own a tablet, smartphone and a PC or laptop, backing industry predictions that the region has far more mobile opportunities for brands than is currently thought.

According to the research, which represents the highest-spending consumers in Argentina, Brazil and Mexico, Latin Americans are big social media users, with 94 per cent of people saying the visited a social networking site in the past month.

Facebook was the most visited site at 77 per cent, while Google+ proved twice as popular in Latin America as Twitter, at 62 per cent and 30 per cent respectively. Meanwhile, 51 per cent of people said they always use their social network to achieve business goals.

Last month, Telefonica’s director of global ad sales, Simon Birkenhead, told the Mobile Marketing Association forum in London that brands should focus more attention on Latin America.

“Mobile advertising in Latin America is expected to grow faster than any other region, because of the cultural attitude to mobile advertising and people using their phones. But there still a lot of myths to dispel,” he said.

“Marketers presume that Latin America is not ready for mobile advertising because it hasn’t taken up online advertising as much – but that’s not the case, the audience is ready for mobile.”

Birkenhead added that mobile internet penetration was expected to change “dramatically” in the years ahead. It currently sits at around 20 per cent.