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Research Colombia’s Digital Market with Comparable Measures
Colombia’s digital market should be researched with measures that fit the decision. Household connectivity, individual internet use and subscriptions describe different things. Combining them as though they count the same audience can distort a campaign plan.
Start with the current source and period
DANE’s 2025 household and individual ICT bulletin was published on September 30, 2026. It covers household access and use among people aged five and above. Keep the reference year separate from the publication date when labelling a chart or planning note.
Choose the right unit
A household is not a person, and a connection is not necessarily a unique user. Write the unit beside every figure and preserve the source definition. Check geographic coverage before comparing a national measure with a selected city or region.
Use the evidence to frame research
Investigate whether the proposed audience can use the website and complete the intended action on relevant devices and connections. National access information can guide these questions; it does not establish an individual’s interests, permission or likelihood of purchasing.
Validate the campaign locally
Review the offer, Spanish-language wording, payment or enquiry path and response coverage with people familiar with the intended market. Run a bounded test and compare suitable outcomes. Update the research record as new official releases appear rather than carrying a 2017 platform ranking forward as current evidence.