A recent report by the Mobile Marketing Association for LatAm broke down a variety of interesting data points from different sources that Latin American digital marketers may find to be useful, including:
LATAM MOBILE MARKET CHARACTERISTICS
414.4 million
Total amount of unique mobile subscribers in LatAm in 2016
Source: GSMA
Top 3
Mobile markets in LatAm in terms of unique subscribers are Brazil (118 million), Mexico (88 million) and Argentina (39.9 million)*
[*2016 figures from GSMA]
84%
Penetration rate of Android mobile operating system in LatAm, versus 9% for iOS and 3.5% for Windows and less than 1% for other mobile operating systems
Source: StatCounter
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US$3.3 trillion
Mobile industry’s contribution to GDP in LatAm (4.4% of overall GDP), set to reach US$4.3 trillion in 2020 (4.9% of GDP)
Source: GSMA
78%
The unique mobile subscriber penetration in LatAm in 2020—which will be higher than that of Asia Pacific, the Middle East and North Africa and Sub-Saharan Africa
Source: GSMA
52%
Mobile Internet subscriber penetration rate in LatAm for 2016—set to reach 64% by 2020
Source: GSMA
LATAM MOBILE USER HABITS
11
daily activities for mobile users in Mexico and Colombia, including including (1) go on social media, (2) chat, (3) check email, (4) surf the web, (5) make calls, (6) study, (7) listen to music, (8) play games online, (9) search for information, (10) post photos and (11) watch TV in real time
Source: MMA
4
Daily activities for mobile users in Argentina, including go on social media, chat, check email and surf the web
Source: MMA
8
Daily activities for mobile users in Brazil, including (1) go on social media, (2) chat, (3) check email, (4) surf the web, (5) make calls, (6) study, (7) listen to music, (8) play games online
Source: MMA
2 of 10
When it comes to mobile minutes per user in the personals or dating category, 2 LatAm countries rank among the top 10 in the world: Brazil and Mexico
Source: comScore
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90% or more
Internet (including social media) is the top source for news for some Latin American countries, including Argentina (92%), Chile (93%) and Mexico (91%)
Source: Reuters Institute Digital News Report 2017
LATAM MOBILE AD SPEND
US$2.33 billion
Forecast mobile ad spend in Brazil in 2018, compared to $1.69 billion for desktop advertising
Source: eMarketer
US$1.16 Billion
Forecast mobile ad spend in Mexico in 2018, compared to $US687 million for desktop advertising
Source: eMarketer
US$744 million
Forecast mobile ad spend in Argentina in 2018, compared to $US717 million for desktop advertising
Source: eMarketer
US$84 million
Forecast mobile ad spend in Chile in 2018, compared to $US128 million for desktop advertising
Source: eMarketer
LATAM MOBILE ADVERTISING & M-COMMERCE
79%
of millennials in Colombia say they either sometimes or always pay attention to online ads, versus 78% in Brazil, 50% in Argentina and 50% in Mexico
Source: MMA
4
There are 4 top reasons that mobile users in some of the largest LatAm markets click on mobile ads: (1) User interest in the brand, (2) an offered discount, (3) Visually interesting or has an attractive design (4) User interest in the category.
In Brazil and Colombia, interest in the brand is the #1 reason mobile users click on a mobile ad. In Mexico, attractive design is the #1 reason mobile users click on a mobile ad, while in Argentina, user interest in the category is the #1 reason mobile users click on a mobile ad.
Source: MMA
57%
of Argentines say they never click on mobile ads, while 39% of Mexicans never click on mobile ads, 34% of Colombians never click on mobile ads and 32% of Brazilians never click on mobile ads
Source: MMA
25-40%
The range of growth in mobile commerce in key Latin American markets between 2015 and 2019, including Peru (55%), Colombia (41%), Argentina (40%), Mexico (37%) and Brazil (25%)
Sources: eMarketer, Gestión, El Financiero, La Nación, AMI analysis
US$4.1 billion
Total of 2016 mobile games revenues in LatAm, but the total went up by 7% in 2017 to reach US$4.4 billion
Source: Newzoo
Learn More
If you’re interested in more data on LatAm mobile users, feel free to explore this piece on mobile trends, review m-commerce data for Latin America or see what are some of the top trends for 2017 among LatAm Internet users.
