emerging
Experiential Consumption
Social media platforms are becoming all-in-one destinations for discovery, engagement, and purchase, blurring the lines between online and offline experiences.
Themes
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Latin American consumers are increasingly using social media platforms not just for social connection, but also for product research, financial education, and even as alternative search engines. This trend, termed 'experiential consumption,' is driven by near-total social media penetration in the region and the rise of 'super apps' that integrate multiple services. The report notes that a third of respondents use social media for financial education monthly, and a significant percentage use platforms like YouTube and Instagram for product research.
Context Signals
Video content is driving higher engagement and interaction.
Phygital experiences are blending digital and physical interactions.
Livestream shopping is gaining traction.
Edge
The traditional customer funnel is evolving into a 'flywheel' where discovery, engagement, and purchase are seamlessly integrated.
Brands will need to embed themselves in interactive spaces and personalize the customer journey.
AI-powered personalization and co-creation will further enhance the experiential consumption trend.
