Keys for a real take off of online research in Latin America
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Joaquim Bretcha www.netquest.com Netquest | Advanced Online Fieldwork | www.netquest.com Barcelona | Madrid | Mexico City | São Paulo | Santiago de Chile
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"Everything seems to be in place but… the airplane has not taken off yet!" Internet is increasing its penetration in Latin America countries, however the results are arriving slowly.
Transcript of Keys for a real take off of online research in Latin America
Joaquim Bretchawww.netquest.com
Netquest | Advanced Online Fieldwork | www.netquest.com
Barcelona | Madrid | Mexico City | São Paulo | Santiago de Chile
Netquest.
Barcelona | Madrid | México DF | Sao PauloBarcelona | Madrid | México DF | São Paulo | Santiago de Chile www.netquest.com
RELIABLE DATA THROUGH SATISFIED PEOPLE
“Leaders in collecting data through
Internet in Latin America,
Spain & Portugal”
“Netquest is the only panel in the region
certified with ISO 26362 for Access Panels”
HIGH QUALITY STANDARDSBy invitation only recruitment.
High rewards
LOCAL DEVELOPMENTOperational offices in México,
Brasil, Chile, Barcelona, Madrid
12 YEARS EXPERIENCEbuilding online panels
Europe14,140 m$
North America
11,188 m$
Asia Pacific5,754 m$
Latin America1,858 m$
Middle East & Africa601 m$
MR Turnover
(2011)
-2.0%
0.5%
1.2%
3.9%
-2.0%
-0.4%
Europe
North America
Asia Pacific
Latin America
Middle East & Africa
World
MR Net Growth (2009-2011)
5,5%
Source: ESOMAR Global
Market Research Study 2012
7.9%
11.2%
27.2%
29.0%
21.4%
13.2%
Europe
North America
Asia Pacific
Latin America
Middle East & Africa
World
MR Growth (2009-2011)
Brazil777 m$
Mexico419 m$
Colombia158 m$
Argentina131 m$
Venezuela109 m$
Chile101 m$
Peru64 m$
Other Latin America98 m$
MR Turnover
(2011)
44%
13%
42%
34%
-11%
10%
52%
56%
Brazil
Mexico
Colombia
Argentina
Venezuela
Chile
Peru
Other …
MR Abs Growth (2009-2011)
1,440 m$1,693 m$
1,858 m$
2009 2010 2011
MR TurnoverLatin America
Source: ESOMAR Global
Market Research Study 2012
Online quantitative MR Penetration (2011)
5%
2%
6%
0%
3%
4%
0%
28%
21%
14%
15%
21%
40%
29%
Argentina
Brazil
Chile
Colombia
México
Perú
Venezuela
UK
USA
Italy
Spain
France
Japan
World
Source: ESOMAR Global Market Research Study 2012+ Netquest estimations for Chile, México, Colombia, Spain and Italy
66.4%
45.6%
58.6%
59.5%
36.5%
36.5%
41.0%
83.6%
78.1%
58.4%
67.2%
79.6%
79.5%
34.3%
Argentina
Brazil
Chile
Colombia
México
Perú
Venezuela
UK
USA
Italy
Spain
France
Japan
World
Source: Internet World Stats. Internet user = someone aged 2 years old and above, who went online in the past 30 days
Internet Penetration (2012)
5%
0%
14%
15%
Argentina
Colombia
Italy
Spain
66.4%
59.5%
58.4%
67.2%
Argentina
Colombia
Italy
Spain
Internet Penetration Online MR Penetration
0%
10%
20%
30%
40%
50%High
Medium-High
MediumMedium-low
Low
Spain
0%10%20%30%40%50%
Estrato 6 (high)
Estrato 5 (medium-
high)
Estrato 4 (medium)
Estrato 3 (medium-low)
Estrato 2 (low)
Estrato 1 (low-low)
Colombia
General Population vs Internet Population
E 5%
D 21.40%
D+ 18.50%
C+ 14.20%
C- 17.10%
C 17%
A/B 6.80%
Source: Nivel Socioeconómico AMAI, Heriberto López
Romo, Comité Niveles Socioeconómicos AMAI (2009).
Social Class in MX (gen. pop.)
Low labor costs
+Abundance of labor for
F2F fieldwork
+Difficulty in achieving low
social class quotas
No substantial savings
+Not clearly
faster
+Difficulty obtaining
national representativesamples
Development of new - and suited to the region – solutions forrecruiting “low social class” population.
Offline recruitment Connection as an incentive The power of goodincentives
Mixing is possible but
• It is not a question of sample differences, but of interface ones.• F2F with visual surveys (cards, tablets…) blends better with web surveys than
phone surveys*.• “Fake online” is currently helping to use Internet in projects that include “low
social class” sample.
*Source: www.R2online.org.
Instead of waiting for a local demand to develop before investing in large panels, one should first invest in growing the panel to promote demand later.
Making the online advantages tangible!
The definitive takeoff of mobile internet could be a key factor in solving the lower class access to internet. Online Research in LATAM could be born being "mobile”.
But it is not so easy… Latinamerican population is “lowcost” mobile. Good mobile penetration, not so good Internet mobile penetration.
99%
97%
97%
99%
99%
98%
97%
91%
97%
27%
29%
37%
49%
45%
50%
40%
42%
46%
Argentina
Brazil
México
Spain
Italy
UK
France
USA
Germany
Mobile Smartphone*Source: TNS Mobile Life 2012
Barcelona | Madrid | México DF | Sao PauloBarcelona | Madrid | México DF | São Paulo | Santiago de Chile
Netquest Barcelona Headquarters. Photo by feradz
www.netquest.com
Spain & Portugal:Ricardo Torres
Sales Director Spain & Portugal
Tel. (+34) 93.205.00.63
Brazil:Bruno Paro
Managing Director Brasil
Tel. (+55)11.3053.0496
Central & North
America:Luis Noriega
Managing Director Mexico
Tel. (+52) 55 5687.3198
Southern Cone:Enric Cid
Managing Director Chile
Tel. (+56) 963.474.706
Europe & Asia:Joaquim Bretcha
Sales Director Europe
Tel. (+34) 93.205.00.63
