Chile

Our Approach

We develop strategies that integrate technological innovation and sustainability, connecting brands with the Chilean pioneering spirit. Chile represents one of the most sophisticated market opportunities in Latin America, and we help companies and brands understand the nuances of this dynamic market and its highly digitalized population.

Chile is a nation that stands out for its economic stability and strong orientation towards the international market, with a current population of 20.1 million inhabitants (National Statistics Institute – INE, 2024). This number represents constant growth, with a population growth rate of 0.87% per year. The country’s demographic distribution reveals a predominantly urban population, with 88% of inhabitants living in urban areas.

Chile’s population distribution is notably concentrated in the metropolitan region, with Santiago, the capital and main economic hub of the country, housing 7.1 million inhabitants in its metropolitan region (INE, 2024). According to the Undersecretariat of Telecommunications (SUBTEL, 2023), 97% of Chileans have internet access, the highest penetration rate in Latin America.

Economic Landscape 2024

The Chilean economy is in a process of recovery and transformation. According to the Central Bank of Chile, after an adjustment period in 2023, growth of 2.5% is projected for 2024.

Current Economic Indicators According to the Central Bank of Chile and the Ministry of Finance (2024):

Projected GDP: 2.5% growth
Inflation controlled at 3.2%
GDP Composition:
- Services: 63.8%
- Mining: 14.2%
- Industry: 11.6%
- Other sectors: 10.4%

Digital Landscape 2024

The Chilean digital scenario stands out as one of the most advanced in Latin America, driven by robust infrastructure and a highly connected population. In 2024, the country reaches significant milestones in its digitalization journey, presenting a mature and sophisticated digital ecosystem that offers unique opportunities for brands and companies. Internet penetration in Chile reached exceptional levels in 2024, with 17.88 million active users, representing 91% of the total population, according to Kepios data. This percentage positions Chile as a regional leader in digital adoption, with growth of 90,000 new users (+0.5%) between January 2023 and January 2024. The country’s internet infrastructure is one of the most developed in the region, with median connection speeds reaching 249.82 Mbps for fixed and 34.77 Mbps for mobile (Ookla, 2024), representing significant increases of 15.4% and 34.5% respectively in the last year. Social media consumption demonstrates the digital maturity of the Chilean market, with 15.20 million active users on social platforms, equivalent to 77.4% of the total population. Gender distribution reveals a slightly higher presence of women (53.7%) compared to men (46.3%) on social networks. Detailed platform analysis reveals a diversified digital ecosystem:

YouTube leads with 15.20 million users (77.4% of the population), remaining the most used platform in the country. Gender balance is notable, with 50.8% female and 49.2% male users.
Instagram shows strong growth, reaching 12.95 million users (65.9% of the population), with an impressive increase of 18.3% compared to the previous year. The platform shows a female predominance, with 55.2% female users.
TikTok emerges as a significant force, reaching 13.75 million users over 18 years old (89.4% of the adult population), recording a notable growth of 22.2% in the last year. The platform maintains a predominantly female user base (54.9%).
Facebook maintains relevant presence with 12.85 million users (65.4% of the population), showing moderate growth of 5.8% compared to the previous year. Gender distribution shows a balance with 51.2% female users.
LinkedIn demonstrates strong professional presence with 7.90 million users (40.2% of the population), being one of the few networks with male predominance (53.3%). The platform recorded growth of 14.5% in the last year.

Mobile connectivity in Chile is particularly robust, with 30.16 million active connections (153.5% of the population), indicating a high number of devices per person. The growth of 1.3 million new connections (+4.6%) in the last year reflects the continuous expansion of digital mobility. This advanced digital scenario is sustained by a solid technological infrastructure, with internet speeds among the highest in Latin America. The significant increase in connection speeds – 33.32 Mbps for fixed internet and 8.92 Mbps for mobile during the last year – demonstrates the country’s continued commitment to digital evolution. The sophistication of the Chilean digital market offers an environment conducive to advanced digital marketing strategies, with special attention to mobile-first communication and multichannel integration. The high social network penetration and growing connection speed create unique opportunities for digital engagement and communication innovation. Highlighted Sectors Service Sector The service sector stands out as the main pillar of the Chilean economy, representing more than 50% of the Gross Domestic Product (GDP). In 2023, this sector demonstrated its robustness primarily through two fundamental segments: financial and business services, and personal services, each contributing more than 35 trillion Chilean pesos to the national economy. Financial services have modernized significantly, with Santiago consolidating itself as one of the main financial centers in Latin America. The Chilean banking sector is recognized for its solidity and high level of digitalization, with more than 76% of transactions being carried out through digital channels. Business services, in turn, have benefited from the stable business environment and the growing internationalization of the Chilean economy. Mining Mining maintains its strategic position in the Chilean economy, with a contribution of approximately US$40 billion to GDP in 2023, representing 11.9% of the national total. The sector is dominated by copper mining, which accounts for more than 70% of the country’s mineral production. This leadership is not casual – Chile maintains its position as the world’s largest copper producer, with a highly developed mining infrastructure and increasingly integrated sustainable practices. The Chilean mining industry is undergoing a significant transformation, with substantial investments in:

Sustainable mining technologies
Energy efficiency
Automation processes
Responsible water management

The economic geography of Chile presents a notable concentration in the Metropolitan Region of Santiago, which generates approximately 39% of the national GDP. This centralization reflects not only the population concentration but also the agglomeration of advanced services and business infrastructure in the capital. This sectoral panorama demonstrates a mature and diversified economy, albeit with significant challenges in terms of regional distribution and sustainability. Chile continues its economic modernization trajectory, with a growing focus on high-technology sectors and sustainable practices, while maintaining its traditional strength in mining and services. Communication Strategies The communication scenario in Chile presents unique characteristics that reflect both its geographical diversity and cultural particularities. An in-depth analysis of this market reveals a complex and transforming communication ecosystem, especially influenced by growing digitalization and changes in media consumption habits. According to the “2024 National Report: News Consumption and Journalism Evaluation in Chile,” conducted by the Pontifical Catholic University of Valparaíso, Chilean media consumer behavior is undergoing significant changes. Social networks dominate as the primary source of information, representing 36% of preferences, followed by digital media with 28%. This pattern is even more pronounced among young people, with the 15th Survey on Participation revealing that only 13% of young people consume news through traditional portals. Regional Diversity in Communication Metropolitan Region (Santiago) The capital and its metropolitan region are characterized by a sophisticated and digital-first approach to communication. The high educational level and concentration of international professionals have created an environment where English media consumption is significant. Communication strategies in this region need to incorporate:

Multiplatform content with strong digital presence
Messages focused on innovation and sustainability
Bilingual communication adapted to the cosmopolitan audience
Dynamic and interactive formats for engagement

Coastal and Northern Regions These regions, strongly influenced by port and mining activities, present specific communication needs:

Technical communication related to industrial sectors
Strong emphasis on sustainable development and environmental impact
Bilingual content to serve international communities
Messages focused on safety and social responsibility

Southern Region Communication in the southern region reflects a strong connection with local traditions and values:

Preference for traditional communication media
Emphasis on nature tourism-related content
Valuation of local stories and narratives
More personal and community-oriented approach

Cultural Aspects in Communication Chilean culture presents important nuances that directly influence communication strategies: Non-Confrontational Communication: Chileans tend to avoid direct conflicts, preferring more diplomatic and indirect communication. This is reflected in the need for:

Conciliatory and constructive messages
Approaches that seek consensus
Communication that values dialogue

Personal Proximity: Chilean culture values personal contact and closeness in relationships, which influences:

More personalized communication strategies
Importance of face-to-face relationships
Need to create emotional connections

In the current communication scenario in Chile, content segmentation has become a fundamental element for the success of media strategies. Organizations have developed a sophisticated approach that includes specialized teams dedicated to different platforms, ensuring that each channel receives specific attention and appropriate expertise. This specialization allows precise adaptation of language and format for each communication medium, considering the particularities and expectations of users on each platform. Local relevance emerges as another essential pillar of this communication strategy. Organizations prioritize news and content with immediate impact on local communities, recognizing that proximity and information relevance are fundamental to engaging the audience. Coverage of local events receives special attention, allowing a deeper connection with specific communities and strengthening the bond between media outlets and their target audience. The strong digital component present in current Chilean society cannot be ignored but must be harmoniously integrated with the country’s unique cultural characteristics, creating a truly effective and relevant communication approach for all population segments.