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Latin America e-Readiness report

Every two years Visa conducts a strategic review of e-Readiness in Latin America in partnership with Euromonitor International. This helps

identify areas of opportunities as well as encourage Internet adoption.

2016

Argentina

Index

The e-Readiness index helps to measure how developed e-Commerce is in a particular country or region.

41.7

LATIN AMERICA

94.5

USA

(BENCHMARK)

40.0

ARGENTINA

Index breakdown

ON-GROUNDLOGISTICS

E-COMMERCEPRESENCE

ONLINECONNECTIVITY

DEVICEACCESS

MONETARYCONNECTIVITY

100%

25%

50%

75%

USA

100%

87.8%

100%90.9%

100%

ARGENTINA

60.2%

14.8%

45.0%

44.2%

LATIN AMERICA

63.7%

40.1%40.7%46.4%

19.5%

41.1%

20142016Profile breakdown

Leading profile

The Pro SurferAvg. age: 42.8 years

Avg. monthly income: US $1600

Avg. time spent online per day: 4.1 hours

Consumer profiles

77.1% of Argentinians fall into two opposing profiles, the Pro Surfer (shop online at least once a month) and the Traditionalist (never shop online).

31.9%

15.7% 5.8%

21.9%

34.5%

12.4% 2.2%

24.2%

USA

USA USA

USA

LAC

LAC LAC

LAC

ARG

ARG ARG

ARG

Pro Surfer Spectator

Explorer Traditionalist

74.0%

13.7%

11.2%53.0%

27.2% 24.4%

55.0%

5.1%

33.1%21.1%

11.5%

20.5% 9.1% 33.3%

13.8% 26.2% 22.1%

7.2%

18.6%

19.1%

Internet Users: 68.9%

Online Buyers: 35%

43.4MILLION

Device Possession

Percentages shown out of households.

2020 Forecast

13.7%

$11.5 BILLIONEquating to:

Overview

Argentina is Latin America’s third-largest online market in dollar terms. However, devaluation and inflation from 2013 to 2015 has led to relatively low e-Commerce growth in U.S. dollars.

2015 e-Commerce Market Value

$6BILLION

12.8% of Internet retailing was through mobile.

Internet Retailing: 60.4%

= $3.6 billion

55.2%Smartphones

64.1%17.3%Tablets

Personal computers

1 Compounded Annual Growth Rate (CAGR) All statistics from “e-Readiness in Latin America, 2016”, a report prepared for Visa Inc. by Euromonitor International

PopulationThe e-Commerce market value is set to increase annually by:1

ARG Argentina LAC Latin America USA United States of America

E-READINESS INDEX

40