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Kim Xrossing

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KimXrossingKim Xrossing, a Marketing Executive currently working on enterprise projects at Terrapinn, Inc. in New York City suggests that as Millennials have the consumer culture engraved in their brain, they always want the next best thing and the, so to say, “coolest” trend out there. They do the most talking and spread the most buzz around town. That’s why it’s a pretty big deal to lure in Millennials for your brand especially when they are the largest age group in Latin America, according to a report from Tendencias Digitales released in March 2014.

To start off, TV is not what it used to be, especially with all these different ways of streaming online and services that bring you what you want, when you want it. About 68% of Latin American Millennials say they watch TV while also spending an average of 7 hours a day online. When asked which form of medium they choose for their favorite entertainment, 69% of them chose the Internet while 28% chose TV. That puts into perspective how little they choose to give their attention to television even though 53% of ad spends in Mexico are in free TV. To be honest, it’s pretty clear which seems to be a better pick; to wait for a specific time of day for a television show and given whatever episode they choose to air, or the ability to choose any episode at any time of day. Same goes for news; why wait for a specific time to deliver top new stories when you can simply plug in a website that feeds you constant information including articles and videos.

Millennials are becoming more proactive and want what they want when they want it.

Along with intensive online use, comes social media use. Surely enough, Millennials have taken full advantage of social media outlets since it happens to be the #1 activity among Latin American Internet users. According to “Tendencias Digitales,” when it comes to purchase decisions, Latin American Millennials are looking for benefits from ads left and right. 69% want promotions and 45% want activities. This is something to keep in mind for that attention grabbing detail.

Mobile phones have revolutionized the way people live all over the world. To tie the online and social media use together, a huge strategy to recognize is the frequent use of mobile phones. 80% of Latin American Millennials connect to social networks with their phones. There’s about 68% who own smartphones meaning they probably have apps to grant them quick access to just about anything they need. Compulsive phone checking happens to be an effect of the addiction to social media, texting, and emailing. Luckily, for marketers, it’s lovely to use that addiction to their advantage. 90% of Latin American Millennials say that they check their smartphones in the morning routinely.

Millennials are becoming more proactive and want what they want when they want it. It’s a fast paced growing trend, and in competitive way, they want to be the head of the pack to hold a higher social status.

Source article for the above Sounding Off article is:

US Media Consulting

KimXrossingKim Xrossing is a Marketing Executive currently working on enterprise projects at Terrapinn, Inc. in New York City notes that  Latin American consumers are evolving quicker than a sneeze. To match this change, media planners must have an updated look on what the market looks like. Below some insights to take note of, according to Xrossing.

Radio happens to be the most popular medium in Latin America, meaning it is consumed more than television. Online payments are not just popular in the US, but 46% of Latin Americans also use this type of payment. What’s also popular online is banking transactions. In the past 3 years, Netflix subscribers grew from 309,000 to over 4.8 million including around 1.2 million in Mexico alone. A trend of researching appliances online before buying takes up 81% of Brazilians, 66% of Mexicans, and 73% of Argentines. 96% of Peruvians use social media.

Beyond basic facts comes inspiration. South and Central Americans love to flaunt evidence of their educational endeavors. This is for pride and status symbol to show among their peers and brands have a multitude of opportunities to explore these needs not only online, but possibly offline. Along with general consumers anywhere in the world, Latin American consumers’ expectations grow while their patience deflates. Time is precious and in forever evolving countries, problems need speed solving. May the brand with the fastest solution win.

Different country, different situations. Financial hardship, inequality, and prejudice serves as barriers in Latin American countries that divide people. The gap between rich and poor is a problem for 68% of Brazilians. With this understanding, it might be best to keep in mind a brand that could avoid confrontations and face these issues. After years in fear of urban violence and protests against the violence, Latin Americans are finally getting out. Whether it be food markets, malls, or parking spaces, a contribution to a safer environment can be the difference in customer satisfaction. 62% of Brazilian consumers would exchange the brand they usually buy, for one that improves their city, supports culture and wellness and offers free leisure  (Ibope/Conecta, August 2014)

Metro mobility is becoming a game changer in the growing consumer market.

While integrating safety perks and social classes, urbanization will continuously grow. Filling the city with lonely individuals requires a call for social engagement. Who wouldn’t want to connect with others around them? Metro mobility is becoming a game changer in the growing consumer market. 2015 comes with a bang in this field because of all the inhabitants of Latin America who commute, there may not be one individual who would turn down a better and faster solution.

73% of consumers in Brazil expect brands to build a meaningful relationship with them.

All in all, the basic consumers are becoming brighter, bigger, quicker, and wiser. The market is revolutionizing and many thanks to the tech world for that matter. Just to quickly give a finishing touch, the more interactive and playful the better. Boring is boring. When boring became a problem, social networks came into play. 73% of consumers in Brazil expect brands to build a meaningful relationship with them. At the end of the day, the market is human and we must keep in mind that the more realistically humanized we can communicate our products, the greater the feedback.

Mexico’s Customer Festival 2015 is an event dedicated to helping brands and retailers improve the way they gain new customers and maintain their current ones. Be there with us in Mexico City April 28-29!
Source articles for the above Sounding Off article are:
-10 Latin Trends for 2015
-15 Insights about Latin American consumers for 2015

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