Client case study: Terra Latin America was delivered by Terra Latin America CEO Fernando Madeira on April 23, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
10. Digital Revolution
Computerssold2008
Millions
USA 68.3
China 40.1
Japan 13
11.8
BRASIL
13million
11
UK
‘09E
BRASIL 10
TV
Source: Terra, IDC, Intel, AMD
11. Broadband Penetration
BB Penetration1 Households20
Dec-08 Dec-11E 11E 2
60m
40%
25%
Brasil
11m
25% 51%
Argentina
5m
33% 52%
Chile
7m
33%
19%
Peru
12m
31%
18%
Colombia
140m
33%
20%
Total
Source:
1. Terra Latino Digital Research and Terra estimates
2. United Nations World population prospects - Latin America and Caribbean
12. Consumption
power
91% A/B
C
27%
D/
14%
Source: Terra Latino Digital Research
14. Mobile Penetration
BB Penetration1 Population
Dec-08 Dec-11E 2011E 2
210m
95%
78%
Brasil
41m
90% 102%
Argentina
17m
93% 101%
Chile
29m
81%
67%
Peru
44m
97%
80%
Colombia
594m
98%
77%
Total
Source:
1. Terra Latino Digital Research and Terra estimates
2. United Nations World population prospects - Latin America and Caribbean
15. Time Spent
3 hours watching videos
7 hours reading news
5 hours in social network
11 hours doing IM or chat
Source: Terra Latino Digital Research
16. Tools Activity
Highest reach in social networks
in the world: 60%
Highest reach in communications
in the world
82% webmail
73% in messengers
94% of Brazilians use search
and do 103 queries per month
Source: Terra Latino Digital Research, comScore, NetRatings
18. Digital Latino
#1 entertainment and information
media
Early adopter, heavy
user, addicted to the net
Need to be up to date and always
on, connected with buddies
Aspiration: better future
Source: Terra Latino Digital Research
19. Latino’s Digital
DNA
47 million
Hispanics
1 in every 5 teens i
America is Hispanic
HALF are online
Source: Terra Latino Digital Research
20. Adoption on par with GM
68
BROADBAND
ENETRATION
71
85
MOBILE
ENETRATION
86
BROWSING 1.1
MOBILE
TIME SPENT
0.4
WEEK
Source: Terra Latino Digital Research