Business and Housing

The scenario of online advertising is dizzying. This is due to two factors feed off each other: the new technological developments and changing habits of users. These changes are so dramatic that we are redefining the concept of niche and market.

The reality of the Spanish-speaking market is similar to that of the United States within the meaning of the loss of hegemony in the hands of China. Similarly to what happens outside the network, China is slowly becoming the world’s largest community.

The United States account for 13.5% of Internet users in the world (out of 100 users who use the Internet only 13 are Americans), while Latin America is concentrating on this percentage to 8% of users worldwide. The big surprise is China, which brings together more than 420 million Internet users, 21% of all users worldwide, doubling to 266 million users who use the Internet in North America.

A mass of consumers of this nature should lead us to rethink whether or not to jump the cultural issues to develop products that may be of interest.

On the other hand, users who connect to the Internet using their computers are not the only ones who do. Smartphones and 3G cellular access are beginning to be commonplace when it comes to Internet access. In fact, there are many places where the infrastructure of cellular networks is much better than the Internet and this has boosted its use.

Worldwide there are an estimated 5000 million cell phones, which would equate to 73% of the global population, yet there is little less than 2000 million Internet users in the world, so we see the importance of this channel takes on a significance that deserves to be considered, to plan a marketing and advertising strategy that includes the Mobile Marketing.

Another secondary reading can be done in this situation. There is still a lot of market to conquer, ie users who do not currently have Internet access, but that over time they will. Internet penetration in Asia is only 21.5% in South America is a 39.5% and 77.4% North American. Clearly, Asia and South America are markets still have much to offer in terms of adding new customers to the circuit.

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