Colombia consumer study reveals gap between brand mentions and reputation

A study by Buzzmonitor regarding consumer behavior in Colombia reveals that a high volume of social media mentions does not necessarily correlate with positive brand reputation. Analyzing 4,892 posts across various sectors between August 22 and September 21, 2026, the research found a gap between conversation volume and customer valuation in several categories.

In the financial sector, Nequi generated the highest volume of customer voices, surpassing the combined mentions of Bancolombia, Nu Colombia, and Davivienda, yet only 59% of those opinions were positive. In contrast, Daviplata maintained a higher positive sentiment rate of 74% despite a lower volume of conversation. Negative feedback in the banking segment was primarily linked to account operations, customer service, and fees.

A similar trend was observed in the internet and telephony sector. While Tigo gathered the largest base of customer voices, brands like Claro and Movistar recorded higher percentages of positive opinions, albeit with smaller analyzed user bases.