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Lean times ahead - 12/2000

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Due to the unequal distribution of wealth in Latin America, only the top 15 percent of people in the region can be considered a target market for online business, according to a new report by eMarketer.

However, these potential customers are young, educated, cosmopolitan, and knowledgeable about the latest technologies.

The report also shows that the gender divide between Internet users in Latin America is rapidly decreasing. Currently, male web users account for 60 percent of the total online population in the region, down from 76 percent in 1997. The proportion of male users has fallen to 58 percent in Mexico and 57 percent in Argentina.

While it should be noted that the majority of the population in Argentina, Brazil, and Mexico is female, the move towards online gender parity may be related to the fact that more women are entering higher education in Latin America.

www.emarketer.com