Digital Advertising Overview: Argentina (by MGID) (1)
GENERAL INFORMATION
- Argentina is the second-largest country in South America behind Brazil;
- The country downgraded from a high-income to upper-middle-income economy in 2016 due to the economic crisis. GDP per capita fell from $ 12,709 in 2016, to $ 9,055 in 2019
- Spanish is the national language
- Argentine peso is the currency
- Buenos Aires, Córdoba, Rosario, Mendoza, and San Miguel de Tucumán are the largest cities in the country
- Around 95% of Argentina’s population descended from several ethnic groups in Europe, mostly from Italy (more than 55%). The rest of the population consists of Spanish, French, and German ethnicity.
CONSUMER BEHAVIOR
Since the population of Argentina consists mainly of European immigrants, their consumer habits are similar to those of Europe than to other Latin neighbors. Due to several fairly strong crises, Argentines are primarily focused on value for money. They tend to be rational and conservative while making a purchase, as well as prioritizing prices and cheaper brands.
DEVICE USAGE (Percentage of the adult population)
89% of the adult population use mobile phones of any type, with the distribution of laptop and tablet usage consisting of 48% and 15%.
E-COMMERCE VALUE (Statista)
- Revenue in the eCommerce market amounts to US$3,432m in 2019.
- Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 10.1%, resulting in a projected market volume of US$5,036m by 2023.
- User penetration is 64.5% in 2019 and is expected to hit 70.7% by 2023.
- The average revenue per user (ARPU) currently amounts to US$118.77.
PAYMENT METHOD
Credit cards are an extremely relevant payment method for Argentina's local e-commerce, accounting for 77% of total e-commerce payments. Invoices based on cash are also a common way of paying for e-commerce purchases in Argentina (18% of online consumers). The least popular method is bank transfer, digital wallets, and ATM payments.
Moreover, a recent study showed that 70% of online shoppers preferred to use an installment plan in their last e-commerce purchase.
BEST-PERFORMING VERTICALS
According to our data, Forex, Options, Stock&Bonds, Crypto, Nutrition, Computer Software, and Applications are the best verticals to choose.
CREATIVE’S TIP
- Argentineans are passionate about football. Many of the world’s greatest players come from this country, such as Diego Maradonna and Lionel Messi.
- Like American cowboys, Gauchos have become a symbol of the Pampas region's open plains.
- Flirtation is a large aspect of Argentinean culture. If you don't even flirt with girls at least a little, then you will be called the device - 'un aparato'. Try to use images of flirting boys for dating products.
- Family ties are extremely important to the consumers of Argentina. People there value relationships and build networks of friends and contacts for professional as well as personal use. Images with people prove to have higher CTR rates.
- The appearance of a person (which is an integral part of their culture) is key in creating successful ads.
- Despite the relatively high level of individualism among Latin American countries, people in Argentina still listen to public opinion and respect the decision of elders in the family. You can target them with headlines like "Please your relatives, book a tour in… "or "How to earn the respect of others…"
- Articles about mental well-being and how-to guides work well there. Argentine has the highest rate of practicing psychologists; for every one hundred thousand Argentines, there are two hundred practicing psychologists.
- Love for a mate is a very valued aspect of their culture. Headings like "Already brewing mate, are you coming?" or "Teach me to drink mate correctly" sound very Argentinean.
- The exchange rate is a very important concern of all Argentineans, with even children at school discussing the fall or rise of the peso against the dollar. The lack of faith in the national currency is already almost in the DNA of every Argentinean; it's better to put dollars on your ad units or landing pages.
MGID traffic distribution is the following: desktop (19%), mobile (80%) and tablets (1%). Overall, MGID processes around 800 000 clicks per week in Argentina.
If you have any questions, leave them in the comments below!
Stay tuned!
MGID team
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