Website Globalization And E-Business Argentina

Globalization Partners International White Paper | 2014

Website Globalization and
E-Business Argentina
The Website Globalization and E-Business Series includes a series of brief reports on country-specific
website globalization and e-business topics. The series includes:
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China
Japan
Germany
US Hispanic Market
Brazil
India

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Russia
Argentina
France
United Kingdom
United Arab Emirates

This series of reports is meant to be a primer on e-Business as well as a collection of language, culture
and website globalization facts by country. These reports are by no means a complete coverage of
these topics. For more comprehensive or customized reports on country-specific Website Globalization
and E-Business topics, please email mspethman@globalizationpartners.com.
No material contained in this report may be reproduced in whole or in part without prior written
permission of Globalization Partners International. The information contained in this White Paper has
been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can
be guaranteed.

The Website Globalization and E-Business paper
was researched and written by:
Martin Spethman
Managing Partner
Globalization Partners International
mspethman@globalizationpartners.com
Phone: 866-272-5874
Nitish Singh, PhD,
Author of “The Culturally Customized Website”,
“Localization Strategies for Global E-Business”,
and Assistant Professor of International Business,
Boeing Institute of International Business, John
Cook School of Business, Saint Louis University.
singhn2@slu.edu
Phone: 314-977-7604
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Website Globalization and E-Business | Argentina

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I.

Market Introduction and Stats
24 Provinces of Argentina

ÌÌBuenos Aires
ÌÌCatamarca
ÌÌChaco
ÌÌChubut
ÌÌCórdoba
ÌÌCorrientes
ÌÌEntre Ríos
ÌÌFormosa
ÌÌJujuy
ÌÌLa Pampa
ÌÌLa Rioja
ÌÌMendoza
ÌÌMisiones
ÌÌNequén
ÌÌRío Negro
ÌÌSalta
ÌÌSan Juan
ÌÌSan Luis
ÌÌSanta Cruz
ÌÌSanta Fé
ÌÌSantiago del Estero
ÌÌTierra del Fuego, Antarctica, and the
South Atlantic Islands
ÌÌTucumán

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Fast Facts

$470.5 billion (2012: World Bank Development
Indicators)
8.3% (Q2 2013: Bloomberg.com)

Population

42,192 million (Internet World Stats, 2012)

Internet Population

28 million (Newmediatrendwatch, 2012)

Future Estimates

Internet

GDP
Economy Growth Rate

General Stats

Numbers

54.3% (Newmediatrendwatch, 2012)

Summary Sheet has been compiled through the use of sources from academia

LLArgentina is divided into twenty-three provinces and one autonomous city, Buenos Aires, which is
the capital.
LLThe culture of Argentina has been principally influenced and formed by its European roots.
(Wikipedia.com)
LLDue to the fact that it has both abundant natural resources and a well-educated workforce,
Argentina is one of South America’s largest economies. (Country Watch)
LLPrivate consumption by consumers was the main driver of Argentine economic growth in recent
years, accounting for approximately two-thirds of the GDP. (Euromonitor)
LL66.4% of the Argentine population is currently on the Internet (Internet World Stats, 2013)
LLFrom 2009 - 2012, the Internet usage and availability in Argentina grew 17.5% (Internet World
Stats, 2013)
LLOnline retail sites continue to grow in Argentina, reaching nearly 74 percent of its total online
audience in August 2013. Alibaba.com was the fastest gaining property of the top 10 most-visited
retail websites, growing 96 percent in the past year. (Source: ComScore)
LLMobile phones and tablets continue to account for a growing amount of digital traffic. Argentina
now sees 7.9 percent of all web-based page views consumed beyond the personal computer,
predominantly on smartphones and tablets. (Source: ComScore)



II.

Argentina Culture and the Online Consumer
Cultural Values

Individualism: Cultures like Argentina that are high
on the individualism value tend to value individual
goals over group goals. Independence, individuality,
and self expression are preferred values.
Power Distance: This is a belief in authority and
hierarchy (high power distance). Cultures like Argentina
that are high on power distance accept power and
hierarchy in society and are low on egalitarianism. In
such cultures, less powerful citizens are accepting of
unequal power distribution in society.
Uncertainty Avoidance: This is the importance of
predictability, structure, and order (high uncertainty
avoidance), versus a willingness for risk-taking and
an acceptance of ambiguity and limited structure (low
uncertainty avoidance.) People from cultures high on
uncertainty avoidance like Argentina tend to have
low tolerance for uncertainty and avoid ambiguous
situations. They view both conflict and competition as
threatening, and value security over adventure and risk.
Masculinity-Femininity: This is a belief in
achievement and ambition (masculine), versus a belief
in nurturing and caring for others (feminine). Masculine
cultures like Argentina value achievement orientation,
material possessions and success.
High-Low Context: To communicate effectively
across cultures, the correct level of context must be
determined. High context societies, like Argentina,
have close connections among group members.
Everyone has a similar, intrinsic knowledge base.
There is little information that is explicit. High context
cultures use more symbols and nonverbal clues
to communicate, with meaning embedded in the
situational context.
(Hofstede, Geert. Culture’s Consequences, Comparing Values,
Behaviors, Institutions, and Organizations Across Nations
Thousand Oaks, CA: Sage Publications, 2001)

Argentina Culture and Values
Argentina is a traditional society full of symbols, rituals, traditional values and contextual elements. At
a macro-level, the culture of Argentina can be described using five cultural values based on the work
of Hofstede (1980). Professor Geert Hofstede conducted perhaps the most comprehensive study of
how values in the workplace are influenced by culture. He is also the author of several books including,
Culture’s Consequences (2nd, fully revised edition, 2001), and Cultures and Organizations, Software of
the Mind (2nd fully revised edition 2005).
Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior
of societies and organizations that are very persistent across time. Hofstede’s research showed that
cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity, and
Uncertainty Avoidance can be used to categorize various national cultures.
Although the Hofstede research showed 5 cultural values, each country uses a different set of these.
For example, Argentina rates moderately on four of the five values and is a high-context culture.

Insights into Argentine Consumer Values:
LLRelationships: Argentine people value relationships and build networks of friends and contacts,
both for professional and personal use. (www.kwintessential.co.uk/resources/global-etiquette/
argentina.html)
LLFamily: Family ties, both nuclear and extended, are extremely important to the consumers of
Argentina. It is expected that people will share resources with their family. (Culture Grams)
LLVanity: Argentines put a high value on appearance, which is an integral aspect of their culture.
(Euromonitor.)

Argentina Consumer Decision Making:
Market segmentation is an exercise in carefully identifying profitable and accessible consumer
segments based on socio-demographics, geographics, and psychographics. Segmentation is unique to
each company and product. Some general insights on the Argentine consumer segments have been
divided into demographic and specific consumer segments.

Consumer Segments of Argentina
””Tweenagers: This consumer segment, aged between 10-14 years old, is beginning to decline in
numbers and is highly affected by peer pressure. The females of the Tweenage segment follow
the trends set at school and on the soap operas or telenovelas that they watch in the evenings.
Music idols are also very influencial. The males are more attracted to sports or “football” (soccer)
equipment. The best way to reach this consumer segment is with product placement in television
programs such as soap operas.

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II.

Argentina Culture and the Online Consumer
Demographics Definitions

Socio-demographics: The analysis of different social
groups. The criteria used to segment consumers based
on age, economics, etc.
Geographics: The geographical distribution of the
market being analyzed. The criteria used to segment
these consumers can be country, region, town, etc. For
example, consumers can be segmented by residence or
work. (about.com)
Psychographics: The criteria used to segment
consumers based on lifestyle, attitudes, personality,
buying motives, and/or extent of product usage. (about.
com)

””Teenagers: This consumer segment is between 14-19 years old and is the oldest group to have
completely grown up under democratic rule, which has made them extremely outspoken and
expressive. They follow many of the trends from the U.S. and the U.K. in terms of dress and often
go out with their friends to clubs, staying out later as they get older. Teenagers are not given a
regular allowance, but instead are given money on an “as-needed” basis. In addition, mobile
phones are popular among teenagers and their parents as a communication tool. Teenagers are
extremely internet savvy and use it primarily for communication and gaming, but not as much for
online purchases.
””Studying Age: This consumer segment is focused on individuals aged 18-22 years old and
will grow slightly in size by 2015. Due to the nature of the education system in Argentina, most
students take 6-7 years to get their degree. Therefore, many of the students take on a part-time
job to pay for their extra expenses and their parents often cover their basic expenses. This is the
age where the purchasing of luxury items, such as used cars becomes available and important to
the consumer. In addition, this group is interested in mobile phones, technology and having fun and
going out with their friends and spending money on their personal appearance.
””Young Adults: Members of this consumer segments have their first job. They will also become
the dominant consumers as they age. Therefore, many brands are attempting to gain loyalty with
this consumer segment. This group is more likely to consume services instead of tangible products,
which include socializing, holidays, rent and car maintenance. Young adults do not save much of
their disposable income, but instead focus on their appearance and having a good time.
””Middle-Aged Adults: This consumer segment is aged between 30-59 years and they participate
actively in the country’s economy through their participation in the workforce. This consumer group
saves money for housing and focuses on the financial stability of their family. With their disposable
income, they save for retirement and focus on how to improve the “luxury” in their life. They are
also concerned with maintaining good health and their physical appearance.
””Baby Boomers: In 2005, this consumer segment represented 21% of Argentina’s population.
They consume large quantities of personal grooming products; this is most pronounced with
females. Some typical gift items for this segment are perfume, cosmetics and shavers. In addition,
Baby Boomers prefer to travel to many of Argentina’s beautiful beaches and other vacation spots
worldwide. Successful marketing campaigns for this segment will emphasize family.
””Retirees: This consumer segment has an extremely limited disposable income. When they have
the money, they prefer to travel primarily to the beaches of Argentina. They also spend a good
amount of their disposable income on personal grooming products. These consumers are very social
and enjoy going out for coffee with friends or just walking the street and chatting with neighbors.
This group also utilizes more over-the-counter medications than other consumer segments.

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III. The Spanish Language
Language Facts/Tips
ÌÌ Dialect: Make sure the dialect that is being used
is appropriate for the market in which the materials
will be distributed. For example, Argentinean
Spanish uses different verb tenses and vocabulary
than Castilian Spanish.
ÌÌ Grammar: Verb forms are much more extensive
in Spanish than they are in English. In Spanish,
various endings are attached to verbs to indicate
who is speaking for first-, second-, and third-person
forms in singular and plural. For regular verbs,
the -ar, -er or -ir at the end is replaced with the
appropriate ending. Examples: yo hablo, I talk; tú
hablas, you (singular) talk; él habla, he talks; ella
habla, she talks; nosotros hablamos, we talk; ellos
hablan, they talk. In many cases the verb form
gives enough information that it isn’t necessary
to indicate with a subject noun or pronoun who is
performing the action. Example: canto, I sing. (from
About.com Spanish Library)
ÌÌ Text Expansion: When languages, such as
English, are translated into Spanish, the text can
expand up to 25-35%. This means the text takes
up more physical space on the page and the words
inside the graphics, tool bars, tables, etc. can
all expand.
ÌÌ Alphabet: There are no accented letters in the
Spanish alphabet, unlike in other languages.
Instead, they have four special characters ch (che),
ll (elle), ñ, (eñe), and rr (erre). There is disagreement
between authorities on exactly which letters are
to be included in the full Spanish alphabet, and
whether to continue to include these special
characters. Moreover, all of the letters of the
alphabet when written individually, are feminine.
(about.com)
ÌÌ Gender: Spanish nouns, such as la dentista or el
perro, are either masculine or feminine. The gender
of the noun determines the form of numerous
adjectives that can be used to describe it, as
well as the appropriate pronouns used. A general
rule is that masculine nouns go with masculine
adjectives and feminine nouns go with feminine
adjectives. Moreover, a noun ending with “-o” is
generally masculine or “-a” is generally feminine.
There are exceptions to this rule. For example, el
día is masculine wheras el/la cada can be either
masculine or feminine. One example of the nouns
and adjectives matching is: El carro es caro (the car
is expensive). (about.com)

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Spanish is a Romance language that originated in the northern region of Spain. Currently it is the
primary language of 21 countries, including Argentina, and one of the six official languages of the
United Nations. In addition, Spanish is spoken by over 406 million people worldwide.
Throughout the 21 countries in which Spanish is the primary language there
can be a difference in the dialect, vocabulary, accents and even grammar
rules that need to be considered when translating materials into Spanish.
The Spanish language is read from left to right, using 26 letters of the Latin
alphabet, with the additional characters ñ, ch and ll. The use of accents
such as á, é, í, ó and ú are used in some words to change meaning and pronunciation. The correct
pronunciation of Spanish words is derived primarily from the spelling of the word.
The main dialect of Spanish spoken in Argentina
is Rioplatense Spanish, also known as Silver
River Spanish. The vocabulary that is used in
the Rioplatense dialect of Spanish has been
minimally influenced by the native populations of
the area, such as Guarani and Quechua. Where
Peninsular Spanish borrows words from UK
English and French, Rioplatense Spanish borrows
words from American English. This leads to a
great difference in the vocabulary between the
various Spanish dialects as shown.

Rioplatense

Peninsular

Mexican

Chilean

English (US /UK)

Duranzo

Melocotón

Durazno

Durazno

Peach

Damasco

Albaricoque

Chabacano

Damasco

Apricot

Moño

Pajarita

Moño

Humita

Bowtie

Valija

Maleta

Maleta

Maleta

Luggage or Suitcase

Baúl (del auto)

Maletero

Cajuela

Maleta (del auto)

(Car) trunk / book

Poroto

Judía

Frijol

Poroto

Bean



IV. Website Globalization
Whether you are trying to launch a multilingual website in order to expand the markets for your
products and services, or you are trying to increase your company’s global operational efficiencies by
developing multilingual extranets and intranets, Website Globalization is a requirement to make either
a reality. In order to enable your web presence to communicate, conduct and complete international
e-Business, you need to translate (globalize) your website.
Website translation is also known as “Website Globalization”. In order to truly “translate” a website
into other languages you may need both Internationalization (I18n) and Localization (L10n) services.

+
Internationalization (I18n) involves enabling the backend of a website to handle different
languages, character sets, currencies, submit form data, site search capabilities, etc… and involves
understanding what database and content management systems you are using to author, store and
publish your site’s content.
Localization (L10n) involves translating and localizing the front end of your website into different
languages ensuring all content (text and graphics) is translated in an accurate and culturally correct
manner.

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V.

Argentina’s Cultural Correctness
and Web Customization
Cultural Customization: Key Issues
The basis for cultural customization of websites is a theoretically-sound, empirically-validated
framework built on five unique cultural values that account for similarities and differences across
global cultures. Research studies indicate that attitude towards websites, interactivity and
usability of websites, as well as purchase intentions at websites are enhanced when
sites are congruent with the target customers’ cultural predispositions. (See The Culturally
Customized Website, Elsevier, 2005)
The cultural customization framework is drawn from established research and is based on five unique
values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity,
and Low-High Context. (See page 3 of this report)
These five predominant country cultural values can be represented in comparison to other countries
using the maps below:
Masculinity - Femininity vs. Uncertainty Avoidance
100

Individualism - CollecƟvism Index

Uncertainty Avoidance Index

Power Distance vs. Individualism - CollecƟvism

ÌÌArgentina

100

50

Masculinity - Femininity Index

0
0
Arab World
Canada
Czech Republic
El Salvador
Guatemala
Iran
Japan
o r ay
oland
South Korea
hailand
n ited States

50
ArgenƟna
Chile
Czech Republic
Finland
Hong Kong
Ireland
Malaysia
akistan
ortugal
Spain
urkey
rugua y

Australia
China
Denmark
France
Hungary
Israel
Me ico
anama
Russia
S eden
S Hispanic Market
enezuela

100
Austria
Colombia
East Africa
Germany
India
Italy
eth erlands
eru
Singapore
S itzerland
n ited Arab Emirates
West Africa

Brazil
Costa Rica
Ecuador
Greece
Indonesia
Jamaica
e
ealand
hilippines
South Africa
ai an
n ited Kingdom

ÌÌArgentina
50

Power Distance Index

0
0
Arab World
Brazil
Colombia
El Salvador
Hungary
Iran
Malaysia
akistan
ortugal
Spain
S Hispanic Market
enezuela

50
ArgenƟna
Canada
Costa Rica
Finland
Hong Kong
Israel
Me ico
anama
Russia
S eden
n ited Arab Emirates
West Africa

Australia
Chile
Czech Republic
France
India
Italy
eth erlands
eru
Singapore
S itzerland
n ited Kingdom

100
Austria
China
Denmark
Germany
Indonesia
Jamaica
e
ealand
hilippines
South Africa
ai an
n ited States

Belgium
Colombia
East Africa
Guatemala
Ireland
Japan
o r ay
oland
South Korea
urkey
rugua y

Cultural Maps for Argentina
Tables and section based on the book, “The Culturally Customized Website: Customizing Websites for the Global Marketplace” – by Nitish Singh and Arun Pereira. Cultural maps are from
Hofstede, Geert. Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organization Across Nations Thousand Oaks CA: Sage Publications, 2001)

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V.


The Cultural Customization Scorecard
Once we have identified the country’s predominant cultural values using the cultural maps, the next step in customizing a website is to evaluate it on the
relevant cultural values. We do this in the form of the Cultural Customization Scorecard. The score card is produced by analyzing the features on the site
that conform to the cultural values of that market.
The cultural values of interest for Argentina are Collectivism, Masculinity, High Context, Power Distance and Uncertainty Avoidance. These are carefully
derived based on the cultural distinctions that are meaningful to the members of a given society (For a detailed cultural analysis of your website please
contact mspethman@globalizationpartners.com).

The Cultural Customization Scorecard™ - Argentina
Values

Individualism

Collectivism

Uncertainty
Avoidance

Power
Distance

Masculinity

Low
Context

High
Context

Cultural
Scores

Grading Scale:
> 90%

Excellent Customization on Cultural Value

70-89%

Good Customization on Cultural Value

< 70%

Poor Customization on Cultural Value

Cultural Customization (Examples)
ÂÂIndividualism: Argentina is an individualistic
culture. Therefore, when designing a website
for this market, it is ideal to emphasize
individual achievement and elements of
personal success.
For example: deautos.com has a section called
“mi auto” which allows a person to control
and structure the various services they are
going to utilize for their automobile search.

ÂÂMasculinity: Argentina is a culture that leans
towards masculinity. There are numerous
ways that masculinity can be depicted on a
website, including highlighting achievement,
success, product durability, as well as
adventure and fun.
For example: Colgate has an interactive
presentation on their Argentina site on
how to preserve the smile. This is culturally
customized due to the interactive nature and
highlighting the achievement of the products,
as well as ensuring the Argentine need to “look good” is met.

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V.

Argentina Cultural Correctness

ÂÂHigh-Low Context: As Argentina is a high
context culture, the values and communication
style consistent with the high-context value
like harmony and aesthetics can help achieve
cultural customization.
For example: Pilay.com mixes a concise layout
with continually changing, aesthetically
pleasing graphics that tell a story.

ÂÂPower Distance: Argentina scores high on
power distance. Some ways to customize a
site for this value is to highlight awards and
honors that the company, its employees or
brand has received, as well as, having pictures
of staff members with biographies.
For example: Rosario3.com, an Argentine
newspaper, allows its readers to develop a
comfortable relationship with its columnists
by posting pictures and short biographies
in a “meet the columnist” section of the
newspaper.

ÂÂUncertainty Avoidance: As Argentina is
a very risk-averse society, it is important to
reduce risk, anxiety and uncertainty that these
consumers might have shopping online. For
example, using pictures of support personnel
along with images and product specs may help
to reduce the anxiety.
For Example: CableVisión has a section where
consumers can look at their monthly billing.

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V.


Website Customization Considerations
Symbols and Icons
A rich culture like Argentina has a long list of symbols and icons that carry special cultural meaning. It is important to be aware of them to avoid any
cultural blunders and inadvertent use of offensive symbols.
Some examples:
LLTango: The tango refers to the music, lyrics and dance itself. The tango represents the profound
transformation of the urban landscape at the beginning of last century with the influx of diverse
European immigrants. The tango was also a moral threat for what it symbolized about women and
the fact that it romanticized the male behavior that kept them away from home.
(www.everyculture.com/A-Bo/Argentina.html)
LLMate: The very popular Mate is an herbal infusion of leaves from the Yerba mate plant. The name
‘Mate’ refers to both the drink and the container in which the drink is prepared: Either a ground or
metal container with a special metal straw. Drinking Mate is considered a feature of the cultura
rioplatense. (www.everyculture.com/A-Bo/Argentina.html)
LLSoccer (or fútbol): is a potent symbol and image for people from Argentina. Tremendous national
pride is associated with this sport. Along with Spain and Brazil, only Argentina has won the FIFA
World cup outside of its continental zone. (2011, Wikipedia)

Colors
For Argentina certain colors carry specific meaning and symbolize aspects of their culture.
€€Yellow: Represents either hope, hazards or cowardice
€€Green: Represents new beginnings
€€Blue: Represents depression, conservativeness and sadness
€€White: Represents brides, angels, doctors and peace
€€Black: Represents funerals, death, rebellion and high fashion

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V.


Spatial Orientation:
Spatial orientation refers to how web content is structured. According to Wendy Barber and Albert Badre, authors of “Culturability: The Merging of Culture
and Usability” (1998), spatial orientation has a direct effect on website usability, because it affects visual perception. Manipulating the orientation can
change the user’s comfort level. What is user-friendly for one country may be vastly different for another.

Text Length:
When translating a document or website, it is important to take into account how the length of the
text will change after translation. There are a variety of reasons why text expansion occurs. Equivalent
phrases in a target language may have more characters or words than in English, and some cultures
prefer using a more formal style than other cultures, avoiding abbreviations, for example. Additionally,
for both documents and websites both line and page breaks may be different in the localized version
than in the English version. Finally, the layout of the document or website itself may change depending
on the direction of the text. For example, Arabic is a bi-directional language and is read right-to-left,
which will not only switch the layout of the text, but also the graphics, the tool bars, the navigation
bars, and the binding of the book, etc... Similarly, some languages like Chinese and Japanese can be
displayed either in left-to-right character rows or vertical character columns, and the choice influences
how document elements such as graphics, figures, tables, call outs, etc. are arranged in the final
document or webpage.

Notice how inmuebles.clarin.com uses a clean and concise
layout for their material, organized into easy-to-read
columns, and outfitted with an equally straightforward
navigation system. Notice also how the details help project
an image of the company--an example of how the company
uses its website to reinforce its desired brand image. Blue
hues signify the company’s conservative stance as a news
organization. Carefully chosen, visually appealing pictures
hint at an underlying masculine theme that plays well in a
culture like Argentina’s.

There can either be text expansion or compression when a document or website is translated from
English into a target language. For example, Spanish can expand up to 35% when translated from English. With document localization, there are several
steps that can be taken to help preserve the integrity of the look and feel “layout” of the document. These include:
LLUsing a larger font in the original language, if it is expected that the language will expand during translation. This will help to develop a better feel for
the final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller
font for the same reasons.
LLTables and graphics may need to be resized or changed. Some, like the vertical Chinese or Japanese layout, will require more finessing than others.

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VI. Internet and Search Engine Marketing

for Argentina
The key to promoting a website internationally is to create localized content, localized keywords,
register local domain names, and then promote it through local search engines, affiliate marketing,
online and offline branding and promotions.

It is recommended that firms plan on and conduct some
form of global search engine marketing (SEM) in order
to drive traffic to their new language sites.
This may include global search engine optimization of
your localized Web content, submission of pages to
key country (locale) search engines, and a pay-per-click
marketing campaigns through services like Google
Adwords or Overture.
For more information on Global SEM Services, see
www.globalizationpartners.com/SEM

A search engine marketing campaign for Argentina should be multi-dimensional for both short-term
and long-term success. Using Pay-Per-Click campaigns on targeted Argentine websites and search
engines is one way to produce immediate results. It is also a way to become familiar with the
consumer segment being targeted in Argentina.
Long term search engine marketing plans should include the use of keywords in both Spanish and
English. This is due to the fact that these are the primary business languages in Argentina. Argentines
are also close to their European roots, so it might be advantageous to also have a portion of a SEM
and Pay-Per-Click campaign on portals targeting these cultural groups.
The top level domain in Argentina is.ar. Other domains that are popular in Argentina are .com.ar, .org,
.net, .info, and.biz. There are currently approximately 11.232 million Internet hosts in Argentina.
(www.indexmundi.com 2012)

Top Search Engines in Argentina
€€Google (94.54%)
€€Bing (2.04%)
€€Yahoo (1.34%)
€€Babylon (1.07%)
Source: statcounter.com.

References available upon request.

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VII. Social Media and Digital Marketing

for Argentina
With the growth of global communications and marketing you need to adapt your social media
communication to different cultural audiences and locales.
Since social media is influencing all online communications, it is no longer enough just to localize
your content. In today’s dynamic, social networking charged environment, you need to adapt your
communication to match your target audience in Argentina to make sure that your message and intent
is successfully communicated.
It is recommended that firms plan on and conduct some
form of global social media localization in order to drive
traffic to their websites and social media profiles.
This may include global social media localization
of your content, social media optimization for local
networks, and advertising campaigns through services
like Facebook Advertising.
For more information on Global Social Media Services,
see www.globalizationpartners.com/SocialMedia

Key Insights from the Digital Landscape for Argentina:
LLArgentina is the third most highly engaged social networking market worldwide, with users
spending an average of 9 hours in the category in August 2013. (Source: ComScore)
LLMobile phones and tablets continue to account for a growing amount of digital traffic. Argentina
now sees 7.9 percent of all web-based page views consumed beyond the personal computer,
predominantly on smartphones and tablets. (Source: ComScore)
LLInternet users in Argentina are the most likely in Latin America to view online video content,
with more than 95 percent of Argentina’s internet population doing so in August 2013. (Source:
ComScore)

Top Social Media Networks in Argentina
€€Facebook (87.83%)
€€Twitter (7.33%)
€€YouTube (3.27)
€€Pinterest (0.64%)
€€StumbleUpon (0.42%)
Source: statcounter.com.

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Resources
Search Engines
ßßAhijuna
www.ahijuna.com.ar
ßßAike.com.ar
www.aike.com.ar
ßßBeunosAires.com
www.buenosaires.com
ßßBUSCApique
www.BUSCApique.com
ßßGoogle Argentina
www.google.com.ar
ßßGrippo
www.grippo.com.ar

ßßGuia Fe
www.guiafe.com.ar
ßßHome Argentina
www.homeargentina.com.ar
ßßInterLap
www.interlap.com.ar
ßßWeb Fe
www.webfe.com
ßßYahoo! Argentina
www.yahoo.com.ar
ßßAndinia
www.andinia.com

ßßTerra
www.terra.com.ar
ßßUbbi
www.ubbi.com
ßßSION
www.sion.com
ßßWepa
www.wepa.com/ar
ßßArnet
www.arnet.com.ar
ßßClarin
www.clarin.com

ßßU.S. Department of State - Argentina
www.state.gov/r/pa/ei/bgn/26516.htm
ßßJust Argentina
www.justargentina.org
ßßEl Sur del Sur
www.surdelsur.com/indexingles.html
ßßEconomist.com, Country Briefings - Argentina
www.economist.com/countries/Argentina
ßßEIA - Argentina
www.eia.doe.gov/emeu/cabs/Argentina/
Background.html
ßßInternet Public Library - Argentina
www.ipl.org/div/news/browse/AR
ßßFind Law - Argentina
www.findlaw.com/12international/countries/
ar.html
ßßEncyclopedia Britannica - Argentina
www.britannica.com/eb/article-9109725/
Argentina

ßßCountryReports.org - Argentina
www.countryreports.org/country.
aspx?countryid=11
ßßLatin American Studies - Argentina
www.latinamericanstudies.org/argentina.htm
ßßUSIG - Argentina
www.usig.org/countryinfo/argentina.asp
ßßInternet World Stats - Argentina
www.internetworldstats.com/sa/ar.htm
ßßLinked Words - Argentina
www.linkedwords.com/local-search/local.
php?REQ=Argentina%20seo
ßßPortals of the World - Argentina
www.loc.gov/rr/international/hispanic/
argentina/argentina.html
ßßInternet Law Library: Argentina
www.lawmoose.com/internetlawlib/118.htm
ßßEscape Artist - Argentina
www.escapeartist.com/Live_In_Argentina/
Art/#Internet

Useful Links
ßßAbout.com - Spanish
spanish.about.com/cs/historyofspanish/f/
vosqow.htm
ßßWikipedia - Spanish Language
en.wikipedia.org/wiki/
Spanish_dialects_and_varieties
ßßLonely Planet - Argentina
www.lonelyplanet.com/worldguide/argentina
ßßCIA World Factbook - Argentina
www.cia.gov/library/publications/
the-world-factbook/geos/ar.html
ßßGeographia.com - Argentina
www.geographia.com/argentina
ßßinfoplease.com - Argentina
www.infoplease.com/ipa/A0107288.html
ßßArgentina Turismo
www.turismo.gov.ar/eng/menu.htm
ßßArgentina Travel Guide
wikitravel.org/en/Argentina

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