LATAM’s Digital Wave
A New Generation of Consumers & Values
A New Generation of Consumers & Values
Over 6,200 consumers surveyed across six markets: Mexico, Brazil, Colombia, Peru, Ecuador, and Panama.
LATAM's appetite for digital media is voracious.
According to Aleph's 2024 Media Essentials research, which surveyed over 6,200 consumers across six markets: Mexico, Brazil, Colombia, Peru, Ecuador, and Panama, LATAM's appetite for digital media is voracious, with a staggering 13 out of the top 15 media platforms surpassing global usage averages by over 20%. Platforms like TikTok, Twitch, and mobile gaming are not just popular; they're revealing distinct generational preferences, shaping the future of media consumption in the region.
Gen Z and Gen Y are gravitating towards Twitch and Snapchat, indicating a preference for interactive and real-time content. In contrast, Gen X and Boomers are finding their digital havens on platforms like Bing and LinkedIn, highlighting the importance of tailoring content and advertising strategies to resonate with specific age groups.
A new wave of conscious consumerism is sweeping across Latin America.
But it's not just generational preferences that are shifting. A new wave of conscious consumerism is sweeping across Latin America, with Peruvian shoppers leading the charge, being 28% more likely than the global average to prioritize ethical and sustainable practices. This trend is echoed in Brazil, where conscious consumers and early adopters of new technologies are driving a shift towards more purposeful purchasing decisions.
For brands, this means adapting to a new paradigm where product quality alone is not enough. Today's Latin American consumers demand more than just functionality; they seek brands that align with their values, embrace sustainability, and demonstrate a commitment to ethical practices.
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About the LatAm Consumer
"LatAm's digital evolution, as revealed by Aleph's 2024 Media Essentials research, is more than a technological shift; it's a cultural awakening. The region's consumers aren't just embracing digital platforms; they're demanding a new level of engagement from brands, one that aligns with their growing consciousness about sustainability and ethical practices. Latin America is proving that the future of digital isn't just about clicks and views, it's about values and impact"
