New Offering Expands Global Consumer Research Into Brazil And
CAMBRIDGE, Mass., Jun 14, 2010 (BUSINESS WIRE) --Brazilians are fanatical about social networking, with 40 million of
them regularly using social networking sites, according to a new Forrester
Research Inc. (Nasdaq: FORR) report on consumer technology adoption
and attitudes in Brazil and Mexico. The survey of more than 6,000 people
marks the introduction of Forrester's Latin
American Technographics(R), which provides Market Research
professionals deep, comprehensive data and insights into how technology
affects the way consumers select, purchase, use, and communicate about
products and services in two of Latin America's fastest-growing markets.
"With Latin American Technographics, we are able to offer global brands
a consistent view of their customers across North America, Europe, Asia
Pacific, and now Latin America," said Jill
Chiara, vice president, role manager, market research and data,
Forrester Research. "As technology creates a more global consumer,
Technographics provides market researchers the ability to analyze their
opportunities; segment their customers and prospects; track online,
offline, and mobile markets; and benchmark their competition, all using
a single global framework and methodology."
Highlights from the initial Latin American Technographics survey include:
Broadband adoption is emerging but at different rates. While 45
percent of Brazilians connect to the Internet via broadband -- 50
million metropolitan adults -- Mexicans are adopting at a much slower
rate. Only 28 percent of the urban Mexican population --16 million
consumers -- use broadband, primarily due to lack of computer access.
Brazilians are more active and social. Sixty-three percent of
Brazilians living in metro areas regularly use social networking sites
compared with only 22 percent of online, metropolitan Mexicans.
The Internet remains a mystery for many offline consumers. Many
consumers in these markets are still trying to understand the benefits
of the Web -- 66 percent of Mexicans and 44 percent of Brazilians say
they aren't online because they just don't know enough about the
Latin American Technographics will encompass 10,000 in-person and online
consumer surveys this year, across the 12 largest metropolitan areas in
Brazil and the 10 largest metropolitan areas in Mexico. Technographics
clients gain access to data segmented by their custom-defined target
audiences. For more information, go to www.forrester.com/latamtechno
About Consumer Technographics(R)
Forrester Consumer Technographics is the largest and longest-running
survey of technology's effect on consumers. Since 1997, Forrester has
surveyed more than 3 million households and individuals worldwide and
today provides data and insights on consumers in North America, Europe,
Asia Pacific, and Latin America. Marketing and strategy professionals
rely on Forrester's Consumer Technographics data for unique insights
into how technology affects the way consumers select, purchase, use, and
communicate about products and services. For more information, visit www.forrester.com/consumertechno.
About Forrester Research
Forrester Research, Inc. (Nasdaq: FORR) is an independent research
company that provides pragmatic and forward-thinking advice to global
leaders in business and technology. Forrester works with professionals
in 19 key roles at major companies providing proprietary research,
consumer insight, consulting, events, and peer-to-peer executive
programs. For more than 26 years, Forrester has been making IT,
marketing, and technology industry leaders successful every day. For
more information, visit www.forrester.com.
© 2010, Forrester Research, Inc. All rights reserved. Forrester is a
trademark of Forrester Research, Inc.
SOURCE: Forrester Research, Inc.
Forrester Research, Inc.
Jon Symons, 617-613-6104
Director, Media Relations