Will Technology Help Businesses in Latin America Navigate the Economic Downturn?

The consensus view of the panel was that information technology is a key enabler that can boost productivity, and that companies in Latin America are indeed well poised for such an evolution. Nevertheless, more can certainly be done on this front. I pointed out that the use of the Internet as a marketing tool is still lagging in Latin America and that expanding its availability and use would help disseminate knowledge about products and make them available to more consumers in the region.

Latin America is already one of the fastest-growing Internet markets, with its online population and time spent online increasing faster than most other regions of the world. In order to effectively capitalize on this growth trend, marketers must be able to understand and quantify digital consumer behavior. The need for sound metrics and enhanced media accountability in the Latin American market has never been more evident.

At Comscore, we’re working hard to help achieve that end. We now report Internet behavior in a number of countries in Latin America, including Brazil, Mexico, Colombia, Venezuela, Argentina and Chile. We’re seeing a very enthusiastic response from companies in the region, as well as from the large multinationals, to the availability of robust data on this important market.

Alex Banks, Comscore Managing Director for Latin America, is fluent in English, Spanish and Portuguese, and will be happy to address any questions you might have about our services in the region. Please don’t hesitate to reach out to him at abanks@comscore.com.