Media preferred by household shoppers

(1)

www.dichter-neira.com

Media preferred by household shoppers

Dichter & Neira

(2)

Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic=309, Bolivia=309, Panama=311, Jamaica=300, Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311

SEC.1. Including yourself, how many people live in your household? SR,

Purchase decisions are concentrated among fewer people

Losing one shopper may mean losing many

consumers

(3)

Media preferred by household shoppers I February 2016 333 Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic=309, Bolivia=309, Panama=311, Jamaica=300,

Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311

F.4. Gender. SR, F.5. Would you be so kind to tell me your age?, F6.a Just to be able to categorized your household, which option is closer to your range of monthly household income ? SR, SEC.1. Including yourself , how many people live in your household? SR

It is the purchase decision maker of food and other household products

Who is the household shopper?

6 out of 10 shoppers are women Typically between 26 and 45 years old From a low or middle socioeconomic level With an average of 4 people in the household In a household with economic contributions from 2 people

(4)

Household shopper

Television Radio Newspapers Internet

Identifying the

communication channels

that are more likely to reach

the shoppers must be part

of any strategy

(5)

Media preferred by household shoppers I February 2016 555 Traditionally

the main media channel.

How many shoppers in the region watch

television?

With dozens of radio stations in each country,

how many shoppers in the region listen to

radio?

Global trends indicate this is a media in

decline.

How many shoppers in the region read

newspapers?

Internet is now a normal part of everyday

life.

How many shoppers use Internet and social networks in the region?

Nowadays there is no marketing strategy that does not

(6)

Unit= Percentage

Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic=309, Bolivia=309, Panama=311, Jamaica=300, Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311 M1. Do you usually watch TV?

Typically 9 out of 10 household shoppers watch television

Hond ur as

93%

Cos ta Ri ca

93%

Gua tema la

93%

El Sal vad or

92%

P eru

89%

B ol ivia

89%

Jama ic a

88%

Co lo mb ia

88%

P ar ag u ay

86%

N ic ar ag u a

86%

P an ama

84%

Domi ni can

74%

Me xic o

72%

(7)

Media preferred by household shoppers I February 2016 777 n=300 88% 2 2 3 3 3 4 9 14 21 40 6 4 3 5 8 7 13 20 27 27 Cultural Religious Cookery Music Cartoons Soap opera Sports Movies TV series News

M2a. What type of TV program do you watch more often? SR, M2b. Any other type of TV program? Any other? MR,

What do purchase decision

makers watch in Jamaica?

Total 67 48 34 22 11 11 8 8 6 6

33% of men watch sports

Type of TV programme

# Most viewed channels

1 TVJ 2 CVM 3 CNN 4 ESPN 5 TNT 6 Fox 7 HBO 8 SPORTSMAX 9 MTV 10 Nickelodeon Most frequent Other mentions

M1. Could you tell me which TV channel you watch most frequently? SR

44% between 18-25 years old watch movies 85% between 46-65 years old watch the news

18% of women watch soap operas

n=263 n=263 Do you watch T.V.? YES

(8)

Unit= Percentage

Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic =309, Bolivia=309, Panama=311, Jamaica=300, Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311

Do you usually listen to radio?

7 out of 10 household shoppers

listen to radio

Jama ic a

88%

P ar ag u ay

86%

Gua tema la

80%

Co lo mb ia

71%

H ond ur as

70%

69%

Co st a R ic a

68%

P eru

66%

N ic ar ag u a

59%

Domi ni can

59%

P an ama

50%

Me xic o

44%

B ol ivia

33%

(9)

Media preferred by household shoppers I February 2016 999

Unit=Percentage Base=224

M4. What is your favorite music genre? SR, M3. Which radio station do you listen most frequently? SR

5 9 3 5 6 6 7 10 12 14 24 Other All Classical Gospel Rap/ Hip Hop Classical Jamaican 70s 80s 90s Dance Christian Reggae R&B/Soul

Favorite music genre

88% listen to radio in Jamaica – the most in the region

ZIP 103 FM

1

RJR 94 FM

2

Irie FM

3

Kool

4

Mello

5

Fire

6

Fame

8

TBC Radio

7

Nationwide

9

NCU FM

10

Fav. of 31% of women

Fav. of 23% between 18-25 years old Fav. of 22% between 46-65 years old

(10)

Unit=Percentage

Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic=309, Bolivia=309, Panama=311, Jamaica=300, Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311

M5. Do you usually read the newspaper?

7 out of 10 household shoppers tend to

read the newspaper

P eru

82%

B oli via

79%

P an ama

76%

Gua tema la

75%

Dominic an

74%

Jama ic a

71%

Co st a R ic a

71%

Hond ur as

69%

Co lo mb ia

69%

P ar ag u ay

68%

N ic ar ag u a

68%

65%

Me xic o

60%

(11)

Media preferred by household shoppers I February 2016 111111 2 3 17 20 20 38 Sunday Observer Weekend Star Daily Star Daily Gleaner Daily Observer Sunday Gleaner 42 36 41 37 44 37 72

Unit= Percentage; Base=212

M7. Which newspaper do you read most frequenty ? SR

Unidad= Porcentaje; Base= 212

M6. What days of the week do you read the newspapers? MR

80% of middle socio-economic level persons read the newspaper. 93% of purchase decision

makers of high socio-economic level read newspaper on Sunday.

Most read newspapers Days people read newspaper

71% of household shoppers read the newspaper in Jamaica

2 days average

(12)

Unit=Percentage

Base=Colombia=416, Nicaragua=313, El Salvador=308, Dominican Republic=309, Bolivia=309, Panama=311, Jamaica=300, Guatemala=319, Honduras=371, Costa Rica=320, Mexico=405, Peru=417, Paraguay=311 O1. Have you used the internet in the last 30 days? SR

6 out of 10 household

shoppers use the internet

Co st a R ic a

75%

Me xic o

71%

P an ama

70%

P eru

68%

Jamaic a

67%

N ic ar ag u a

65%

P ar ag u ay

65%

B ol ivia

63%

Domi ni can

63%

Co lo mb ia

61%

Hond ur as

53%

50%

Gua tema la

45%

(13)

Media preferred by household shoppers I February 2016 131313 Unit=Percentage

Base= Colombia=252, Bolivia=195, Costa Rica=241, El Salvador=155, Mexico=286, Nicaragua=202, Panama=219, Dominican Republic=196, Jamaica=201, Peru=283, Honduras=198, Paraguay=203, Guatemala=145

O9. Which of the following websites do you have an account with ?

Household shoppers with internet access have a

Gmail/ Hotmail/ Outlook account

12:20

Offers

Today

M Brand M

Just today, get 2 for the price of 1in purchases…

X Brand XYZ

Come to SupermarketABC and get ….

A Supermarket ABC

Buy online and receive 10% off your purchase…

Brand M

Offer of theweek….

73 68 68 67 67 ₆₆ 59 59 56 ₅₄ ₅₄ 48 ₄₆ 60 53 71 54 60 63 45 62 56 65 53 48 74

Colombia Bolivia Panama Peru Mexico Dominican El Salvador Paraguay Nicaragua Costa Rica Guatemala Honduras Jamaica

Hotmail Gmail

Implications:

Email marketing is one of the most frequently used strategies for product or service brands and is one of the most used sales tools. However, given the amount of information shoppers receive through this channel, it is important that manufacturers and retailers properly manage this tool.

(14)

Unit=Percentage

O9. Which of the following websites do you have an account with?

Facebook is the social network most commonly used by

household shoppers

12:20 Facebook q w e r t y u i o p a s d f g h j k l z x c v b n m ?123 _. 1 2 3 4 5 6 7 8 9 0 88 88 ₈₅ ₈₅ ₈₅ ₈₄ 81 81 81 80 79 78 78

Nicaragua Costa Rica Paraguay Dominican Jamaica Bolivia Honduras Guatemala Colombia El Salvador Peru Mexico Panama

Implications:

It’s just not enough for companies to be on the world's largest social network, it is important to involve the purchase decision makers with updates, tips and offers. Manufacturers and retailers should consider investing in a way to reach wider audiences.

(15)

43 43 ₄₂ ₄₁ ₄₀

37 37 ₃₄

31 31 30 30 29

Jamaica Mexico Panama Dominican Paraguay Colombia Costa Rica Peru Nicaragua Bolivia Honduras Guatemala El Salvador Unit=Percentage

Generally 3 out of 10 household shoppers with internet access

have a YouTube account, slightly higher in Jamaica

Implications:

Used by young household shoppers, manufacturers and chains can display their mass campaigns through this media used by this target.

(16)

Unit=Percentage

Half of household shoppers from Dominican Republic &

Panama have an Instagram account but only a third for Jamaica

12:20 Instagram q w e r t y u i o p a s d f g h j k l z x c v b n m ?123 _. 1 2 3 4 5 6 7 8 9 0 55 48 35 35 ₃₃ 29 28 ₂₅ 24 23 ₁₉ ₁₉ 19

Dominican Panama Colombia Paraguay Jamaica Mexico Honduras Costa Rica El Salvador Peru Bolivia Nicaragua Guatemala

Implications:

Social network used mainly by young purchase decision makers; manufacturers and chains can use this network to promote purchasers’ creativity, express brand personality, and make image-based campaigns.

(17)

Media preferred by household shoppers I February 2016 171717 Unit=Percentage

3 out of 10 household shoppers have a Twitter account

12:20 Twitter q w e r t y u i o p a s d f g h j k l z x c v b n m ?123 _. 1 2 3 4 5 6 7 8 9 0 44 40 ₃₆ 35 ₃₃ 31 30 ₂₇ ₂₇ 23 23 19 19

Panama Dominican Mexico Colombia Paraguay Honduras Peru Guatemala Jamaica Costa Rica El Salvador Bolivia Nicaragua

Implications:

Twitter is one of the social networks used by younger shoppers; manufacturers and brands can use it to create a

buzz, express brand personality, provide direct access to shoppers and consumers, real-time communication and build brand in this segment.

(18)

INSERTAR LOGO DEL CLIENTE

(19)

Media preferred by household shoppers I February 2016 191919 Despite the high use of

internet, offline communication channels are the most

commonly used by shoppers

Television is the most used media of household shoppers,

where 9 out of 10 watch TV

Although it’s used less frequently, radio is one of the main media channel, where 7

out of 10 shoppers listen to it

Although newspapers are not read everyday;

more than 60% of household shoppers

tend to read newspapers.

Internet and social networks are relevant in

this segment; 6 out of 10 household shoppers

use the internet

(20)

The TV in the life of shoppers of the region

Over 90% of household shoppers in Honduras, Costa Rica, Guatemala and El Salvador watch TV

The type of TV program that shoppers watch most frequently was the news

Number 1 channel in every country is local

Within cable channels, Discovery Channel is in the top 10 favorite in all countries, except in Jamaica

(21)

The radio in the life of shoppers of the region

Less than 50% of household shoppers in Mexico and Bolivia listen to radio

Christian music is among the top 5 favorite genres in Central America and the Caribbean

Pop and Rock genres are heard in all countries, where Rock is one of men’s favorite genre

Despite being global, traditional music genres in each country (eg: Vallenato-Colombia, Rancheras-Mexico) are heard less frequently

(22)

The newspaper in the life of shoppers of the region

Peru is the country where most household shoppers tend to read newspapers

On average, shoppers who read newspapers in the region, do it 4 times per week

Panama and Dominican Republic read more frequently (five days) versus Bolivia where newspapers are read only two days per week

Sunday and Monday are the main days of the week where household shoppers read newspaper in most countries

(23)

The internet in the life of shoppers of the region

Shoppers have at least one e-mail account, either Hotmail or Gmail

Facebook is the most commonly used social network used by household shoppers in the region

Instagram is particularly used by younger household shoppers

(24)

Data Sheet

Mexico El Salvador Guatemala Costa Rica Nicaragua Honduras Dominican Republic Jamaica Colombia Peru Bolivia Panama Paraguay n=405 n=309 n=416 n=417 n=309 n=311 n=311 n=320 n=308 n=319 n=313 n=371 n=300 Universe

Men and women over 18 years of age from all socioeconomic levels who are household shoppers of

food and other products

Data collection Method

Telephone Interviews

Sampling distribution

Proportional to the population by socioeconomic level

Fieldwork

Sept. – Nov. 2015

Total n=4,409

(25)

Media preferred by household shoppers I February 2016 252525 Nicaragua

Banpro Altamira, 1 Cuadra Sur,

½ Cuadra Oeste. Casa No. 111, Altamira Managua

Costa Rica

Del Mall San Pedro, 200 mts norte, Edificio Lachner, Piso 3

San José

www.dichter-neira.com

El Salvador

Alameda Dr. Manuel E. Araujo, Colonia Escalón, Edificio PALIC, Piso 4 San Salvador

Panama

Avenida, Ricardo J. Alfaro The Century Tower, Piso 21 Ciudad de Panamá

Guatemala

Edif. Europlaza World Business Center, Torre 1, Piso 18

Ciudad de Guatemala

Honduras

Col. Palmira, frente al Hotel Honduras Maya, Edificio Palmira, Piso 2

Tegucigalpa

Dominican Republic

Ave. Paseo de los locutores Nº6, ensanche Piantini. Edif. Ginza, Piso 4 Santo Domingo

Jamaica

Unit 61, Winchester Business Centre. 15 Hope Road. Kingston 10

Kingston

Colombia

Calle 76 No. 11 - 17 Torre Nogales, Piso 8 Bogotá

Mexico

Av. Ejército Nacional No.598, Piso 6 y 7 Col. Polanco,

México D.F.

Peru

Av. Alfredo Benavides N°. 768 Piso. 11 Of. 1102

Lima

Bolivia

Av. Cristóbal de Mendoza esquina libertad. Edificio Castelo Branco, Piso 7 – G

Santa Cruz de la Sierra

Transforming research

for smarter decisions

NORTH AMERICA CENTRAL AMERICA CARIBBEAN SOUTH AMERICA Mexico Peru Bolivia Colombia Dominican Republic Jamaica Panamá Costa Rica Nicaragua El Salvador Honduras Guatemala