Research LatAm: 70% of Online Shoppers Buy from the Retailer´s website

According to a recent comScore study, online shoppers in Latin America were most likely to start the shopping process directly from a retailer’s website or via keyword search.

The comScore´s e-commerce study surveyed nearly 1,100 respondents in Latin America. It looked at online shopping and buying activity across Brazil, Mexico, Argentina, Chile, Colombia, Peru and Venezuela, as well as online travel behavior and mobile activity.
The study found that nearly 7 in 10 shoppers directly navigate to the retailer’s website, highlighting the importance of brand recognition and loyalty for retailers in the region. More than half of online shoppers (56 percent) said they typically begin the shopping process through keyword searches, while 36 percent started shopping via an online advertisement.

Key Points:

  • Local retailers’ websites are most preferred in Argentina, Brazil and Chile, while consumers in Mexico and Venezuela are more likely to prefer international retail sites.
  •  Online shoppers in Argentina are the most engaged in the region, with nearly half of Argentines performing shopping-related activities online almost daily.
  • Online spending was highest among respondents from Brazil and Venezuela.
  • Convenience ranked as the top reason consumers chose to shop online in Latin America, while security and privacy concerns were the top barriers to online shopping.
  • Among online shoppers in Latin America, 8 in 10 have searched the Internet for at least one travel-related product in the past three months.
  • Online shoppers in Brazil were more likely to begin their shopping process via comparison shopping sites and online ads compared to the rest of the region.
  • Peruvians were more likely to use social networks and offline ads to begin their process.

Question: How do you typically start your online shopping process? Select all that apply. (Among online shoppers)

Percent of Latin America Online Shoppers
Go directly to retailer's website 68%
Keyword search on a search engine 56%
Through an online advertisement 36%
Referral from friends/colleagues/family 29%
Social network 26%
Comparison shopping 26%
Online Auctions 26%
From offline advertising 25%
Via coupon or promotion 21
July 5, 2012 – July 12, 2012. Source: comScore 2012 Latin America E-commerce Study

Popular Online Shopping Products

Apparel & Accessories leads the ranking with 43 percent of Latin American online shoppers having purchased these items online between July and September 2012.
Computer electronics ranked second with 41 percent of online shoppers purchasing these items online, while 36 percent of shoppers purchased music, movies or videos. Appliances ranked as the fourth most popular purchased category (35 percent), while 1 in 3 consumers purchased computer hardware online.

Question: In the past 3 months, what items have you purchased online? Select all that apply. (Among online shoppers)

Percent of Latin America Online Shoppers
Apparel & accessories 43%
Computer electronics 41%
Music, movies or videos 36%
Appliances 35%
Computer hardware 33%
Entertainment tickets 31%
Vacation/travel 27%
Health & beauty care 24%
Books and magazines 24%
Sport & fitness 15%
July 5, 2012 – July 12, 2012. Source: comScore 2012 Latin America E-commerce Study

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.