Internet users in Argentina, Brazil and Mexico

Nora de D'Alessio and Carola Pradas

This paper provides a better understanding of the Latin American Internet market. The relationship between users and Internet in Argentina, Brazil and Mexico has much to do with local culture and habits.

Internet Users In Argentina, Brazil and Mexico

Similarities and differences in attitudes, behaviour and needs

Nora B. I. de D'AlessioandCarola PradsD'Alessio IROL

Introduction

The objective of this paper is to share the different research techniques developed by our company during the past five years, which aimed at obtaining an understanding of the Latin American Internet market.

Five years ago we were beginning to study this emerging market in the region. At first we applied methodologies that had been developed for the United States, but the results did not fulfill the levels of reliability and validity that we...

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