There was a whole panel of speakers talking about diversity within the Latin American market. For me the most interesting (from a “who’d’ve thought?” perspective) was Ivan Arinez Pacheco from Movil De Entel in Bolivia, who said that his country had three different cultures (valley, tropical and highland), and was multilingual and multitechnological. It’s a challenging economy — 2.3 million users is only 28% penetration of the population but 85% penetration of the economically active sector. Still, there’s two EDGE operators and an MVNO.
Nicholas Montes, VP of sales and marketing at AG Interactive, provide some insight into the segmentation of the US Hispanic population.
— Traditionalist, 20%: New arrivals, word of mouth important,
— Early Adopters, 34%: 18-34, US born or long-term resident, prefer spanish but become bilingual
— Influencers, 25%: 18-49, 1st gen, trend setters, play key roles, higher level of education
— Assimilators, 21%: 18-39 years, english prefered, 2nd-3rd gen, resurgence of hispanic pride, highest disposable income
There are also generational differences on what is bought. First generation hispanics buy pictures of models and actresses and music artists, but also flags,landscapes of countries and art. Second generation buy pictures of musicians, actors, pop culture like Batman and Constantine, and graffiti and “sayings”. There are more significant differences within the Latin American market. Christian Leon, mobile content licensing director for Latin America for Cyclelogic, but up some interesting comparisons of different countries based on sales in his company. In Colombia content based on TV is big, especially the Simpsons which is shown for an hour every day. In Brazil the biggest seller is popular music, a lot is from national content and brands are very important, soccer (futbol) accounts for 12% of the market. In Argentina international music is the most downloaded content, then films and TV and then latin pop…Tango only accounts for 4%. Mexico has something very interesting — the song La Cucuracha accounts for 32% of total downloads (and you thought Crazy Frog was bad), also sound effects take up 22% of the business and ranchera music is a significant portion.
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