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Ibope to Launch New Data Platform in Brazil; Smartwatch Market Starts to Develop in LATAM

This week's Latin American RoundUp brings you the recently announced partnership between Ibope DTM and the Brazilian SPC, which will launch a new data platform with consumer and credit data in the country; new data about the wearables market in Latin America, which seems to have woken up after years unnoticed by mobile users; and finally some numbers of social media usage during the carnival, a five-day holiday that generated millions of interactions and social network's audience. 

Ibope DTM & Credit Protection Institution launch joint partnership in Brazil

“The biggest source of information on Brazilians available in the market.” This is the goal of a recently launched partnership between Ibope DTM and Serviço de Proteção ao Crédito (SPC), a Brazilian Institution of Credit Protection.

The partnership will put together SPC’s data about credit in Brazil, the biggest source of this kind of information in the country; and Ibope’s intelligence marketing services. The companies prepare a joint service to provide information to help corporate clients to take decisions about their marketing strategies. The data platform will have several types of data, consumer behaviour and personal credit.

The intended date of release of the platform is March 2016.

Latin America’s Digital Wishlist: Smartwatches

After smartphones and tablets, eMarketer points out another digital market that opens a new scenario for data starts to soar in Latin America: smart watches.

According to 2015 Qualcomm’s Innovation Society Index, conducted by IDC, people in Argentina (59%), Brazil (68%), Colombia (59%), and Mexico (71%) are more likely to say they want a smartwatch than any other wearable device. The research also revealed that fitness bands were the the number two desired device in all four markets, and Argentina stands up with a high of 40% of internet users stating they wanted one. Finally, the third desirable wearable is 'smart glasses', far behind the top two gadgets.

The numbers are significant because, just one year earlier, the basic awareness of wearables was not at the same level. Another research study in 2014, by AVG, revealed that 40% of Brazilian mobile internet users, and 46% of Mexicans mobile users, did not even know what wearables were.

Carnival: Social & Mobile Data

During Carnival, between 5th and 9th of February, not only did Brazilians party during the holiday, but also their social media usage increased dramatically, according to data published by Facebook and its photo sharing service Instagram.

According to their measurement of the usage in the holiday period released earlier last week, 85 million Facebook users shared posts — resulting in 540 million interactions, such as likes, comments and sharing. Also, mobile channels were highlighted in the report: 90% of the users accessed their accounts using smartphones — including using the media to comment on TV’s broadcast of the Brazilian parade.

Instagram, on the other hand, had 31 million unique users generating 235 million interactions across the world, of which 140 million were in Brazil.