- Recent Teads Global Pulse research indicates that people’s trust is at an all-time high so far in 2021, positively impacting industries such as tourism and gastronomy.
- In Latin America, consumers are recovering some of their pre-pandemic habits, where eating out appears as the preferred activity.
- Two out of every five people in the region increased or maintained their online purchases in the last year.
- Domestic trips prevail as an option, compared to international ones.
Miami September 30, 2021. Teads, the global digital advertising platform, released today the results of the survey “Teads Global Pulse”, which reflects the confidence level that in the current context feel the consumers around the world to carry out specific activities, from choosing entertainment options, using public transport, to purchasing methods.
In order to know the changes in the consumer behavior during the course of 2021 as the pandemic evolved and vaccination was implemented globally; Teads conducted a survey and analyzed the responses of readers of the media Germany, Argentina, Brazil, Canada, Colombia, Chile, USA, France, Japan, Mexico, Peru, UK, Singapore and the United Arab Emirates,that are part of the global Teads platform. As a first finding, the conclusions suggest that vaccination and the flexibilization of the government regulations they have positively impacted on the confidence for resume activities fromface-to-face way . On In the first surveys carried out at the beginning of the year, only 7% of the world population had been vaccinated, while on this occasion, around1 in 4 citizens of the world has already been vaccinated . On Latin America, at the time of conducting this survey the 17%
of the population had the complete vaccination scheme. Thetourism begins to increase the pace , with markets such as Germany and the United Kingdom leading the ranking of travel bookings, along with Singapore, Japan and the United Arab Emirates. On Latin America, 47% of respondents feel safe to travel, Peru emerges as the territory where people feel most confident to travel(53%) , behavior that stands out by exceeding the world average, followed byColombia (51%) and Argentina (50%) . In the region -as well as globally- the national destinations appear as the optionpreferred
, compared to internationals. Regarding purchases, the good news for thetrademarks , is that the intention to make major purchases It has been globally increased on 10% since May. On Latin America the confidence to make this type of purchases is of the 2. 3%, driven by countries like
Mexico (28%) and Colombia (28%). As for making purchases online, 2 out of 5 respondents stated that they had maintained or increased this type of purchase during the last year. At a global level, consumers of the USA are still the ones they feel more confident when doing activitiesface-to-face
, (4 out of 5), followed by Germany and the United Kingdom. In Latin America, more than two thirds of consumers expressed not feeling comfortable even visiting stores in person. Within all the options non-virtual activities, eating out appears as one of the favoriteseverywhere , something that has been reflected in the different “waves” of attendance to restaurants worldwide, with almost 2 out of 5 people willing to go out to eat and 1 in 3 in Latin America, being Colombia, Argentina and Chile the markets thatset the trend
. TheTeads Media Barometer , a tool that analyzes the content consumption of the main publishers of the world, indicates at a global level, a 176% increase in the consumption of Travel content since New Year, reflecting the great desire to travel and at the same time looking for information on how to do it, the safe destinations and what are the regulations to comply with. Also, globally Entertainment, Health and Food have remained the main categories, however, events such as the Olympic Games have boosted the consumption of sports content, along withTechnology and Science
. Fashion and Business have remained unchanged. On Latin America the contents that grew the most in the last year have been: Finance (+ 223%), Business (+ 180%), Auto (+ 176%) and Fashion (+ 154%). The most read categories (bypage views )at the time of the survey , have beenEntertainment (167MM) ,Business (92MM) , fashion (86MM) and Technology (82MM).
Caroline Hugonenc, VP Global Research & Insights, Teads, commented “ As vaccination progresses, it is fascinating to see how consumer views on travel, retail and entertainment evolve. It is clear that around the world, trust is growing and with it comes opportunities for brands to recover after 18 extremely difficult months. The savings of many consumers have increased during isolation and are now looking for experiences to make up for lost time
“. For his part, Baptiste Tougeron, VP of Research and Insights at Teads Latin America, said: “Undoubtedly, the results of the study show the impact that vaccination has on the habits of Latin American consumers. While in the rest of the world – where the vaccination rate is higher – aspirational topics capture the greatest interest, in Latin America it is the most pragmatic contents, such as finance and business, that continue to grow, possibly due to still uncertainty. latent. This is how we see that the digital modality has clearly been installed in purchasing habits, where 38% of those surveyed in Latin America
they affirmed that they will maintain or increase their level of online purchases ”. The complete study for each country can be downloaded by clicking here
The survey usedTeads proprietary survey units
, and was implemented within the advertising inventory of Teads publishers. Readers answered three multiple-choice questions. In order to continue analyzing changes in consumer habits and behaviors, Teads will continue to ask these same questions on a monthly basis in each market, and then share the conclusions globally.