According to Comscore research, the reach of banks’ digital domains reaches 77.3% of the country’s connected population
Brazil invested US$58.7 million in advertising in the finance area in 2021, ahead of Mexico (US$23.4 million), Argentina (US$5 million) and Chile (US$3.5 million) .
The data was published in the report “Digital Panorama of Financial Services”, carried out by Comscore and which indicates the impact on the use of financial services in Latin America in the last two years.
On social media, sponsored posts have seen an increase in Latin America. In Brazil, this type of content represented 3.8% of total posts in 2018, in 2021 this percentage rose to 5.2%. In the other countries, this rate doubled between these four years.
Among the platforms, Facebook concentrates the largest audience (85.3%), numbers of actions (61.8%) on the topic “finance” and 31.8% of publications. Instagram leads with 34.6% and Twitter accounts for 33.5% of total posts.
According to the report, in 2021, access to internet banking domains reached a large audience, reaching 200,000 unique visitors in January 2022, becoming the most accessed category in the region in the last year in relation to other services, such as means of payment, financial guidance, fees, investments and insurance.
In Brazil, the reach of banks’ digital domains reaches 77.3% of the connected population, while in Chile this rate reaches 66.3% and in Argentina the reach is 65.4%.
The country also leads the audience for digital services from banks, fintechs and means of payment in the region. Comscore’s analysis indicated that the five institutions with the greatest reach in Brazil are Caixa, Nubank, Itaú, PicPay and Banco do Brasil. Furthermore, following the general trend of mobile preference, 92% of Brazilians access financial services via cell phones and mobile devices.
“In general, despite the North American trend of digital consumption via multiplatforms, consumption on mobile devices still predominates in Latin American countries. In the region, Brazil is not only the country with the largest digital population, but it is also where consumers spend the most time connected to cell phones – nine out of 10 people who consume digital content do so via cell phone, which represents a growth of 6% between January 2020 and January 2022”, highlighted Ingrid Veronesi, senior director at Comscore for Brazil.
In the area of investments, Brazil had 14 thousand users in February 2022, and Binance.com was the most accessed domain in relation to the topic of cryptocurrencies in the country. The number of visits to the site increased in 2021, with audience peaking in July 2021, when it reached almost 4 thousand unique hits.
Regarding the profile of users, Comscore’s analysis also recorded that consumers who access financial services online share the audience with the real estate (80.4%), automotive (68.6%), travel (67, 6%), government (63%), retail (57.9%) and technology (56%).
