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Mobile continues to grow massively in Latam. A recent report from Informa Telecoms & Media estimates that Latin America’s mobile market will grow by 7.1% this year. In addition, the company estimates that Latin America will have 742 million active mobile subscriptions by the end of 2013. This is impressive growth compared to the beginning of 2012, when the region had 630 million mobile connections. But the growth isn’t just limited to mobile subscriptions: Informa calculates that smartphone connections will grow by 35% in Latin America in 2013 to reach 140.7 million. Obviously, the massive growth continues to be driven by a few key markets. Here’s a quick rundown so that marketers, media and advertising professionals can shape their future mobile campaigns in Latin America.
Smartphones: According to Pyramid Research, 42% of the mobile phones sold in Argentina in 2012 were smartphones. Pyramid projects that in 2013, 53% of the mobile phones sold in Argentina will be smartphones. And by 2017, more than 70% of the mobile phones sold in Argentina will be smartphones.
According to IDC, in 2012 more than 5.9 million smartphones were sold in Argentina, a 44% increase compared to 2011.
For targeting purposes, it’s important to note that Pyramid reports a 57% market share for the Android operating system. That said, according to IDC, Blackberry has 70% market share among companies that distribute smartphones to their employees.
Tablets: According to IDC, 340,000 tablets were sold in Argentina in 2012—a 43% increase compared to 2011.
Mobile Internet: There are currently 33 million mobile Internet subscribers in Argentina but Cisco projects that there will be 37 million by 2017.
Mobile Ad CTR: According to Hunt Mobile Ads, it was .52% in Argentina during the first quarter of 2012.
Smartphones: According to consulting firm Frost & Sullivan, 15.5 million smartphones were sold in Brazil in 2012 and in 2013, more than 21.4 million smartphones will be sold in Brazil. Overall, smartphones will account for 35% to 40% of all mobile phone sales in Brazil in 2013. According to Kantar Worldpanel, Android operating system has 56.7% market share in the Brazilian smartphone market, followed by Symbian (31.5%), with much smaller percentages for the other operating systems. However, when it comes to companies that distribute smartphones to their employees, IDC reports that RIM has around 41% market share (double the amount of the nearest competitor) in both smaller (0-250 employees) and larger (250+ employees) companies.
Tablets: According to IT data, tablet sales reached 3.1 million units in Brazil in 2012, 222% higher than in 2011. IT Data estimates that tablet sales in Brazil will reach 5.1 million units in 2013, an increase of more than 67% compared to 2012.
Mobile Internet: According to the Mobile Modes study from Yahoo! Insights, by the end of 2012 more than 51 million Brazilians went online with mobile devices. In 2013, 67 million Brazilians will access the mobile Internet and this will increase to 86 million in 2014 and 110 million by 2015.
Mobile Ad CTR: According to Hunt Mobile Ads, it was .61% in Brazil during the first quarter of 2012.
Smartphones: According to IDC, 16 million smartphones will be sold in Mexico in 2013—a significant increase from 2012, when Mexicans bought 12.2 million smartphones. A Kantar Worldpanel report from 2012 notes that Android OS has a 37% market share in Mexico, while RIM is second, with 29.7%, followed by 20.2% for Symbian and 4.7% for iOS. IDC reports that for Mexican businesses that distribute smartphones to employees, RIM has 58% market share in companies with more than 250 employees and 61.6% market share with companies that have 10 to 250 employees.
Tablets: IDC estimates that 2.2 million tablets will be sold in Mexico in 2013, up from 1.5 million tablets sold in 2012, 689,0000 sold in 2011 and 184,000 sold in 2010. By 2016 tablet sales in Mexico will reach 4.3 million, predicts IDC.
Mobile Internet: According to the Organization for Economic Cooperation and Development, Mexico has 10.7 million mobile broadband subscribers. While the country lags behind Brazil and Argentina in this regard, Mexico seems to be growing in mobile Internet, registering a 74% increase in mobile broadband between 2011 and 2012.
Mobile Ad CTR: According to Hunt Mobile Ads, it was .56% in Mexico during the first quarter of 2012.
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