"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.

1. Joaquim Bretcha
www.netquest.com
Barcelona | Madrid | Mexico City | São Paulo | Santiago de Chile
Netquest | Advanced Online Fieldwork | www.netquest.com

2. Netquest.
RELIABLE DATA THROUGH SATISFIED PEOPLE
“Leaders in collecting data through HIGH QUALITY STANDARDS
Internet in Latin America, By invitation only recruitment.
Spain & Portugal”
High rewards
LOCAL DEVELOPMENT
Operational offices in México,
Brasil, Chile, Barcelona, Madrid
12 YEARS EXPERIENCE
building online panels
“Netquest is the only panel in the region
certified with ISO 26362 for Access Panels”
Barcelona | Madrid | México DF | São Paulo | Santiago de Chile www.netquest.com
Barcelona | Madrid | México DF | Sao Paulo

4. MR Growth (2009-2011)
Europe 7.9%
Middle East
Latin
& Africa North America 11.2%
America
601 m$
1,858 m$ 5,5% Asia Pacific 27.2%
Latin America 29.0%
Asia Pacific Middle East & Africa 21.4%
5,754 m$
MR Europe
Turnover World 13.2%
(2011) 14,140 m$
MR Net Growth (2009-2011)
North
America Europe -2.0%
11,188 m$ North America 0.5%
Asia Pacific 1.2%
Latin America 3.9%
Middle East & Africa -2.0%
World -0.4%
Source: ESOMAR Global
Market Research Study 2012

5. Other Latin
Peru America MR Abs Growth (2009-2011)
Chile 64 m$ 98 m$ Brazil 44%
101 m$ Mexico 13%
Venezuela Colombia 42%
Brazil
109 m$
Argentina 777 m$ Argentina 34%
MR
131 m$ Turnover Venezuela -11%
(2011)
Chile 10%
Colombia
158 m$ Peru 52%
Mexico Other… 56%
419 m$
MR Turnover
Latin America
1,858 m$
1,693 m$
1,440 m$
Source: ESOMAR Global
2009 2010 2011 Market Research Study 2012

6. Online quantitative MR Penetration (2011)
Argentina 5%
Brazil 2%
Chile 6%
Colombia 0%
México 3%
Perú 4%
Venezuela 0%
UK 28%
USA 21%
Italy 14%
Spain 15%
France 21%
Japan 40%
World 29%
Source: ESOMAR Global Market Research Study 2012+ Netquest estimations for Chile, México, Colombia, Spain and Italy

8. Internet Penetration (2012)
Argentina 66.4%
Brazil 45.6%
Chile 58.6%
Colombia 59.5%
México 36.5%
Perú 36.5%
Venezuela 41.0%
UK 83.6%
USA 78.1%
Italy 58.4%
Spain 67.2%
France 79.6%
Japan 79.5%
World 34.3%
Source: Internet World Stats. Internet user = someone aged 2 years old and above, who went online in the past 30 days

9. Internet Penetration Online MR Penetration
Argentina 66.4% Argentina 5%
Colombia 59.5% Colombia 0%
Italy 58.4% Italy 14%
Spain 67.2% Spain 15%

10. General Population vs Internet Population
Spain Colombia
High
50% Estrato 6
40% (high)
50%
30%
40% Estrato 5
Low 20% Medium-High Estrato 1 (low- 30% (medium-
10% low) 20%
high)
0% 10%
0%
Estrato 4
Estrato 2 (low)
(medium)
Medium-low Medium
Estrato 3
(medium-low)

11. Social Class in MX (gen. pop.)
A/B 6.80%
C 17%
C- 17.10%
C+ 14.20%
D+ 18.50%
D 21.40%
E 5%
Source: Nivel Socioeconómico AMAI, Heriberto López
Romo, Comité Niveles Socioeconómicos AMAI (2009).

12. Low labor costs No substantial savings
+ +
Abundance of labor for Not clearly
F2F fieldwork faster
+ +
Difficulty in achieving low Difficulty obtaining
social class quotas national representative
samples

15. Development of new - and suited to the region – solutions for
recruiting “low social class” population.
Offline recruitment Connection as an incentive The power of good
incentives

16. 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.

17. 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!

18. The definitive takeoff of mobile Argentina 99%
27%
internet could be a key factor in
Brazil 97%
solving the lower class access to 29%
internet. Online Research in México 97%
37%
LATAM could be born being
"mobile”. Spain 99%
49%
Italy 99%
45%
But it is not so easy…
Latinamerican population is UK 98%
50%
“lowcost” mobile. Good mobile France 97%
40%
penetration, not so good
Internet mobile penetration. USA 91%
42%
Germany 97%
46%
*Source: TNS Mobile Life 2012
  Mobile   Smartphone

21. Spain & Portugal:
Ricardo Torres
Sales Director Spain & Portugal
rtorres@netquest.com
Tel. (+34) 93.205.00.63
Europe & Asia:
Joaquim Bretcha
Sales Director Europe
jbretcha@netquest.com
Tel. (+34) 93.205.00.63
Central & North
America:
Luis Noriega
Managing Director Mexico
lnoriega@netquest.com
Tel. (+52) 55 5687.3198
Brazil:
Bruno Paro
Managing Director Brasil
bparo@netquest.com
Tel. (+55)11.3053.0496
Southern Cone:
Enric Cid
Managing Director Chile
Netquest Barcelona Headquarters. Photo by feradz
ecid@netquest.com
Tel. (+56) 963.474.706
Barcelona | Madrid | México DF | Sao Paulo | Santiago de Chile
São www.netquest.com