Abstract:

A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three years, important changes have occurred in the way Latin American consumers interact with brands through social media and mobile devices. We will explain this evolution not only in terms of frequency of usage but also in very specific attitudes and behaviour which challenge the traditional methodologies that are used more than 90% of the time by market research firms in LATAM to understand these new consumers. 95% of internet users in LATAM access social networks, 100% of them have mobile devices and many of them use these to interact with brands. So how should we use the mobile devices to better understand the consumers?