SAO PAULO: A new report from interactive agency Razorfish says that there is a "vast, digitally savvy consumer segment" in South America.
The report, entitled The Stampede details the purchasing power and preferences of 'Class C' consumers, with a focus on their digital aspirations.
The report's lead author, Joe Crump, says he was looking to explain what businesses should be doing to reach consumers with a household income of $700-$2,000 per month in Brazil, Argentina, and Mexico.
While the Class C segment is traditionally thought to be primarily television consumers, Crump's research shows that in fact they are just as digitally savvy as the upper classes, if not more.
"They want phones that are smart for their lives. They like phones that look high-end, but that have features that suit their lives," says Crump.
"YouTube, for example, is key for Brazilians."
According to Crump, the growth of Facebook in Brazil is outpacing the US.
Another key finding is that women are driving the entrepreneurship movement in South America.
Source: Fast Company
Watch full report presentation.
