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Red506: Data + Transformation

We are definitely a mobile society, so much so that we could modify the Maslow pyramid of basic human needs like this:

Maslow Pyramid

What would you do without WiFi or without battery? Most likely, almost nothing, the mobile is almost like an extension of our bodies and is a personal assistant. So, continuing on the mobile line, I knew what, in Costa Rica there are 8.8 million cell lines? And 4.7 million has access to the internet.

This data is based on the Data+ Transformation Report of Red506, a study presented on July 11 by El Financiero and CAC Porter Novelli. The study was conducted on 2.1 million lines connected to the internet over a month and for the first time was taken into account across the country.

Most commonly used apps

*Daily unique users

The Top Of Social Media

*Daily unique users

Most commonly used utility applications

*Daily unique users

Most commonly used utility applications

What should we do with this? Well, first of all, talk. That’s what brand users expect, that kind of interaction, where we become part of a personal social circle.

In addition, he likes natural conversation, that adds value and that he can act on his own.

Powered by video data

The two most famous video platforms are YouTube and Facebook Video (not as an app, as it does not exist, but as one of the most viewed content by users). So what should we do, knowing this?

The 90% video consumption on Facebook occurs without audio and upright, so consider this when creating this content ;). On YouTube the opposite is true, 85% users under the age of 30 (7 out of 10) consume up to 3 hours of video horizontally.

So, the actionable ones would be:

Facebook and Instagram actionables

  1. Facebook and Instagram have 53% men and 47% women alike on both platforms. So run your contents well.
  2. Time spent on video consumption on Instagram increased by 80%. Take advantage of Instagram TV (new app update).
  3. Instagram is increasing in popularity, but it’s a long time away for it to be as popular as Facebook.

Actionable with map apps

Who uses GMaps and who Waze? A 55% men use Maps and a 45% are women, while Waze is used by 66% men and 34% women.

The most important actionable for these applications is SE and take advantage of all the utilities that these applications have such as: advertising, publications, verifications, local information, among others.

About E-Commerce

It’s a secret for anyone that we buy online, and the top apps for this are Amazon and Alibaba. But then, what is left to start using e-commerce more within Costa Rica?

Just like Amazon and Alibaba do.

Lose the fear of E-Commerce!

What happens on social media?

Our competition is not necessarily from the same niche market, this study found that the biggest competitors are the ones who make the best content, because no matter if you are the banking industry, perfectly your competition could be from the food industry.

For example, on the chart, the competitions are between Imperial and BAC, Toyota and Pops, Movistar and Imperial, McDonalds and Toyota, etc.

What does this tell us? That brands and different types of content must converge in the same space, the user is finally who decides what to see.

The same person can quote a vehicle, search for low-cost lunch promotions, find weekend event options, and learn about medical advice, all in one day. Therefore, both emotional and hard content must coexist and compete, while finding them.

For their part, the media are the most questioned, however they have the most active users. Its daily contents create and move an important part of the conversation.

Every day, there are opportunities for brands to take advantage of them, so study the media, they provide opportunities to deeply understand your audience. What motivates them? What frustrates them? What moves them?

News consumption is passive, less than 2 interactions per active user in the last 6 months.

Another important topic is influencers on Instagram (favorite platform). When we talk about influencers they’re not necessarily people, they’re also brands. So what can we know and do with this?

  1. Some Instagram audiences are significantly more active than similar audiences on Facebook.
  2. Instagram represents an opportunity for the brand, incentivizing the creation of content by the user. Since you are used to creating content within that platform.
  3. Influencers bring reach and access to captive audiences, however, their main contribution is in creating content that brands cannot create (lack of budget, time, agency constraints, among others).

We hope you can take this into account when making data-driven decisions. Remember that we do nothing if we have the statistics if we don’t know what we can do with them.


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En Incubeta operamos bajo una marca compartida que refleja nuestro objetivo: facilitar a las empresas el "llegar al siguiente nivel de crecimiento".

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