Abstract:

The paper presents new data from the four main Latin American economies (Argentina, Brazil, Colombia, Mexico) on what people really feel about the Internet, how they use it, and their motivations and concerns. It describes the defining characteristics of those consumers who like to purchase over the Internet compared to those who do not, and how to reach them. The findings are based on 3,600 Internet users, re-contacted from the main TGI Latina study. This specific Internet data was then cross analyzed with existing TGI Latina data, providing rich, in-depth understanding of what the new Internet customer is really like in Latin America.