Covering millions of affluent adults, top management and business decision makers across the world, the Synovate PAX survey regularly tracks media consumption, ownership and purchase intentions of upscale consumers in Asia, Australia, The Middle East and now, Latin America.

"Affluent consumers and business executives in Latin America are world citizens," said Ignacio Galceran, CEO of Synovate in Latin America. "They travel the world for both business and pleasure. They have similar purchasing power to elites in developed markets and want the best products and services that global marketers can offer."

PAX Latin America surveyed 4,740 upscale consumers aged 25 to 65 between February and May 2007 in Mexico, Brazil and Argentina. Business Decision Makers include senior management/ department heads or above in companies with 10+ employees, and Top Management includes Business Decision Makers as well as those with positions such as CEO, CFO, MD, Director or the equivalent.

Technology is tops
Computer penetration is quite high among Latin American elites, with 69% owning either a laptop or desktop computer, rising to 82% among Top Management. Three quarters of Argentinean elites own a desktop PC, more than affluent Brazilians or Mexicans, but Mexican elites lead the pack when it comes to laptops – 37% have one.

Home electronics are also very popular with 29% owning a digital video camera, led by Mexican elites at 42%. Flat screen TVs and DVD players/recorders are currently in about 35% of elite homes, with ownership of Flat screen TVs and DVD players/recorders increasing to 48% and 52% respectively in homes with a Top Management elite. Though in only 6% of homes currently, LCD/Plasma TVs will be the next hottest electronic item - 18% of Latin American elites plan to buy one in the next year.

Staying connected
Latin Americans are more connected than ever. Thirty-nine percent of elites currently own a mobile with both Internet access capability and a camera. This figure rises to 45% among Mexican elites and to 66% among Top Management across all countries surveyed.

Currently, 10% of upscale Latin American consumers own a Palm or PDA, with over twice as many men as women having this device (14% vs. 6%).

Driving in droves
Over three-quarters of Latin American elites own one or more cars, rising substantially to 93% amongst Top Management. Ownership is highest in Mexico (88%), followed by Brazil (76%) and Argentina (60%), and slightly higher among Latin American men (79%) than women (75%).

Car purchase intent is also high with 33% of affluent Brazilians and 17% of affluent Argentineans and Mexicans saying they plan to purchase a car in the next 12 months.

Designer duds
In Mexico, elite spending on clothing and accessories is particularly high, with 17% of Top Management owning designer clothes or leather goods worth over US$1,000. The findings also show:

• 18% of all Latin American elites say they own quality/designer clothing items worth over US$200, rising to 35% of Top Management
• 21% of Top Management elites own quality/designer accessories or footwear worth over US$200, and 21% also own jewellery worth over US$1,000
• 14% of Top Management elites own a luxury watch worth over US$1,000

The relatively recent rise of the consumer credit business in Latin America may have some bearing on spending behaviour. Credit card ownership among upscale consumers is strong, with 59% of all elites being the named owner of a card. That figure jumps to 73% among Business Decision Makers.

Raising their (beer) glasses
Local beer is the favoured alcoholic beverage across all countries surveyed, consumed by 37% of elites – and 42% of affluent Brazilians – in the past four weeks. Less than one third of Latin Americans surveyed had consumed wine, though the figure rose to 45% among Top Management.

Not surprisingly, tequila is most popular in Mexico, with 19% of elite Mexicans having consumed it in the past four weeks but only 2% of Argentineans and 3% of Brazilians having done so.

Brandy and cognac is the least popular alcoholic beverage, with only 4% of Latin American elites drinking it recently. Consumption of imported beer among all elites is also quite low at 6%.

Avid media users
"Latin American affluents and business elites are internationally oriented and use global media of all types to stay connected to the world," said Steve Garton, Global Head of Media for Synovate. "They are also always looking for new products and services. It's essential for marketers to closely watch the behaviour of these sophisticated consumers as they are typically the trend-setters and early product adopters," he added.

CURIOSITIES

• Only 12% of affluent Latin Americans have travelled abroad by plane in the past year though 35% of Top Management flew one or more times
• Flat screen TVs are in 36% of Brazilian elite homes whilst LCD/Plasma TVs are in only 6%
• Almost twice as many affluent Latin American men as women own a laptop computer (26% vs. 14%).