Target audience: Digital banking users in Chile

Selected insights on target group: Digital banking users in Chile

• 38% of digital banking users have a high annual household income
• Digital banking users value similar aspects of life as the overall consumer
• 60% of digital banking users are interested in science and technology
• A relatively high share of digital banking users consider pets a hobby
• Digital banking users remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Chile
• Gender of consumers in Chile
• Consumer’s level of education in Chile
• Share of consumers in Chile in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Chile live
• Communities where consumers live in Chile

• Most important aspects of life for consumers in Chile
• Top 10 interests of digital banking users in Chile
• Top 10 hobbies and leisure activities of digital banking users in Chile

• Agreement with statements in Chile
• The 10 most important issues facing Chile according to digital banking users
• Political attitudes of consumers in Chile

• Top 10 places where digital banking users in Chile have come across digital advertising in the past 4 weeks
• Devices consumers in Chile use regularly to access the internet
• Social media activities in Chile by type
• Places where consumers in Chile have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Chile have been using in the past 4 weeks