Monday, July 19, 2010

Consumers in Brazil, Mexico Use Internet Differently

A digital divide still persists in Latin America, where 56% of metropolitan Brazilians and Mexicans are online. Understanding their differences in behavior and level of engagement is critical for marketers seeking an effective media allocation mix for Latin America.

Here are some highlights from a new Forrester Latin American Technographics survey of more than 6,000 urban consumers in the 12 largest metropolitan regions in Brazil and 10 in Mexico:

Broadband adoption is emerging but at different rates. While 45% of Brazilians -- 50 million metropolitan adults -- connect to the internet via broadband, Mexicans are adopting at a much slower rate of only 28%, or 16 million metropolitan consumers.

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