Argentina boasts the highest digital buyer penetration rates in Latin America, in terms of both internet users and the general population. By the end of this year, eMarketer estimates, 48.3% of internet users in the country will have made at least one purchase via any digital channel, and this will pass 50% in 2018. More than one-third of Argentina's population will be digital buyers this year, for a total of 11.2 million people.
Mobile payments have made headlines for months, and they're top of mind for retailers trying to determine the next big thing for consumers. The potential to offer shoppers a path to purchase with less friction is enticing, but retailers may be getting ahead of themselves.
Super Bowl weekend has arrived, and with it comes excitement about new commercials aired during the football game. While many consumers are happy to fast-forward through ads on their DVR or ignore them during live TV, traditional still rules during the Super Bowl, as nearly 80% of internet users say ads are an integral part of the game-viewing experience. Advertisers want real-time engagement during the game, too, and females may lead the way.
Car shoppers are spending more time researching online and spending less time on the dealer lot. Kevin Philips, manager of retail and experiential marketing for BMW, spoke with eMarketer about the impact of digital channels on the path to purchase and how one concise message can exist across all three tiers.
Summer 2014 saw a year-over-year theatrical box office decline, and three-quarters of adults say they've cut back on movie theater visits or maintained the same frequency. The top reason? High ticket prices. Recommendations from friends play the biggest role in driving theater visits.
While UK companies are increasing customer data collection in order to improve targeting and personalization, consumers aren't exactly comfortable with this. Trust and security are big concerns. Recent research suggests that communication is critical for brands looking to gather UK consumer data.