Content in Latin America: shift to local, shift to mobile
Research points to a limited supply of attractive content – both in terms of local language and local relevance. Analysis of web traffic data shows that less than 30 per cent of content accessed in Latin America and the Caribbean is in local languages – despite the prevalence of Spanish and Portuguese languages in the region. Moreover, the content available on app stores and mobile operator websites is largely entertainment-related, creating a misconception among non-users that the internet is just an entertainment tool and masking the relevance and lifestyle-changing potential of the mobile internet. Locally relevant content is highlighted by the consumer survey to be a more important factor than cost or other considerations in most markets.