Our Approach
At LatAm Intersect PR, we have developed a unique tropicalization strategy for the Bolivian market that recognizes the socioeconomic complexities and cultural diversity of the country. Our approach considers both the urban dynamics of the main cities—La Paz, Santa Cruz, El Alto, and Cochabamba—and the particularities of the different regions of the country, creating communication strategies that resonate with all segments of the population.
Economic and Social Overview
Bolivia is undergoing a significant period of economic transition. According to data from the National Institute of Statistics (INE), the country recorded a growth of 2.58% in the first half of 2024, outperforming the same period in 2023 by 1.27 percentage points. This result positions Bolivia as the third fastest-growing economy in the region, even in a challenging international context.
The Bolivian economy is showing an important structural transformation, with the services sector leading the growth. Notably, the electricity, gas, and water sectors expanded by 6.91%, and other services grew by 6.72%. The financial sector also showed positive performance, with growth of 4.72%.
Digital Landscape and Media Behavior
The Bolivian digital landscape presents unique and rapidly evolving characteristics. According to research conducted by the Center for the Study of Economic and Social Reality (CERES) and the Center for International Private Enterprise (CIPE), digital media consumption shows interesting patterns:
Social Media Usage
- Facebook leads with 74% penetration
- TikTok reaches 40% of users
- Instagram hits 34% of the population
- Twitter and Snapchat have lower expression (14% and 11%, respectively)
Demographic Distribution of Social Media Use
Age Group and Engagement:
- 18-32 years: 93% have a Facebook account
- 33-57 years: 78% are on Facebook
- 58+ years: 29% use Facebook
Behavior on digital platforms shows distinct characteristics:
- 65% are passive content consumers
- 24% actively interact (comments and shares)
- 6% create and produce original content
Investment in Connectivity
The Bolivian market shows a significant willingness to invest in digital connectivity:
- 35% spend between 501 and 2,000 Bolivianos annually
- 24% invest between 101 and 500 Bolivianos
- 20% allocate more than 2,000 Bolivianos to connectivity
The age group of 33-57 years shows the highest investment in the internet, followed by the 18-32 years group, indicating a growing appreciation for digital services.
Media Consumption
According to audience studies conducted in the main Bolivian cities, media consumption is rapidly transforming:
- Television remains relevant at specific times
- Radio remains important in rural areas
- Digital media is consistently growing
- Multiplatform content is gaining space
Opportunities
Recommended Communication Strategies
To effectively operate in the Bolivian market, we recommend:
- Multichannel approach adapted to different regions
- Content in multiple languages
- Mobile-first focus for youth reach
- Integration between traditional and digital media
- Consideration of local cultural particularities
The Bolivian market presents a unique combination of challenges and opportunities. The key to success lies in a deep understanding of local dynamics and the ability to adapt strategies to the different realities of the country.