How consumers discover products online

When we see that 96% of the Latin American population on the Internet has a smartphone, we realize that the cell phone is changing people’s lives.

As more people access mobile, we will continue to see changes in the way they discover new products and services, create shopping lists, seek support from friends and make purchases.

We investigated how mobile is changing consumer behavior in Latin America and how brands can meet the needs of these always-on consumers.

The cell phone allows the consumer to be always active

Latin America is in the midst of a rapidly advancing technological revolution. There are more than 171 million new smartphone users in the region.

People use their smartphones from the start of their working day until midnight Internet usage in minutes during the day.

Product discovery is migrating to the cell phone

Because accessing the internet is easy, people are discovering products in different ways. The consumer journey now has more digital touch points and has become more complex. And this is happening in different sectors.

Consumers are inspired by Facebook and Instagram.

One of the repercussions we see with the growing adoption of mobile is that Facebook apps are becoming increasingly relevant for product discovery. One study revealed that 51% of Instagram users in Mexico had already discovered a new brand or product through the platform.

So, when travelers in Brazil were asked about the most recent trip they had taken, 83% indicated that they got ideas from Facebook, 55% from Instagram and 51% from Messenger. For larger purchases, such as a car, 85% of Brazilians used Facebook or Instagram to get information at some point in the consumer journey.

Thanks to a study investigating how Latin Americans shopped during the festive period at the end of the year, we found that Facebook influenced the decisions of 63% of Argentines, 60% of Brazilians and 84% of Mexicans. After investigating this behavior, we found that people are primarily looking for ideas that inspire them, either from other brands and other consumers, as well as from friends and family. From this perspective, people not only see Facebook as a place to learn about the latest products from their favorite brands, but also as a space where they can connect with their own communities for ideas, tips and recommendations.

How is your presence on Facebook? Are you projecting your business correctly? Are your products correctly explained on Facebook?

How is your reputation? How is the attention you provide on the platform? If you need support… Send to WhatsApp!

Shoppers during the festive period turn to Facebook for inspiration and advice.

The cell phone changed the rules of the game in Latin America. Because it allows easy access to information, mobile is changing the way people discover products, make decisions and make purchases. So these always-on consumers are also likely to have higher expectations for brands’ digital offerings. While it presents challenges, it is also an exciting environment that offers advertisers opportunities to find the right consumers, connect with them through relevant and timely messaging, and design mobile-focused shopping experiences.

Implications for advertisers

  • Develop messages and offers for every step of the consumer journey.Millions of always-on consumers generate billions of opportunities. The more people you connect, the more chances you have to reach consumers throughout the buying process.

  • Target where consumers are ahead of time.With so many touch points that are part of the buying process, consumers are finding it increasingly difficult to find your brand. Brands that wait for consumers to visit their website could be missing opportunities every day. Reach consumers in creative and anticipatory ways.

  • Develop mobile-oriented experiences that go from discovery to conversion.The transition from discovery to mobile is because people spend more time there than on the computer.What’s the next step? Conversion. Be ready to satisfy consumers as they demand faster and more optimal mobile shopping experiences.
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