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Due to our work in constantly implementing mobile campaigns for a variety of clients, here at US Media Consulting we’re very focused on monitoring trends in Latin America’s mobile markets. And since our story last year, new trends have emerged. To help marketers, advertisers and media professionals make better-informed decisions when it comes to their mobile ad campaigns in Latin America, we’ve decided to share a few of the trends we have observed.
1. SMARTPHONE SALES ARE SPIKING POWERFULLY IN LATAM
According to IDC, smartphone sales in all of Latin America during the first quarter of 2013 reached 16.6 million units, an increase of 53% compared to the same period in 2012. In the second quarter of 2013, research firm Gartner reported that smartphone sales in Latin America increased by 55%. Only the Asia-Pacific region had a bigger increase in smartphone sales. Several markets in Latin America are reporting impressive gains in smartphone sales thus far, including:
- Brazil: 89% increase in smartphone sales in the first quarter of 2013
- Mexico: 61% increase in smartphone sales in the first quarter of 2013
- Chile: 34% increase in smartphone sales in the first quarter of 2013
- Peru: 98% projected sales increase for smartphones in 2013
And while smartphone sales only went up 2% in Argentina in the first quarter of 2013, smartphones now account for 47% of the cell phone sales in the country. In Colombia, smartphones represent 30% of the cell phones imported into the country, compared to just 10% in 2011.
2. TABLET SALES ARE GROWING EVEN MORE THAN SMARTPHONE SALES IN LATIN AMERICA
According to IDC, tablet sales in Latin America totaled more than 3.5 million units in the first quarter of 2013, compared to 1 million in the first quarter of 2012, an overall increase of 234%.
3. ANDROID IS THE DOMINANT MOBILE OPERATING SYSTEM IN LATIN AMERICA
This is according to StatsCounter, which recently reported mobile figures covering the period of April to June 2013 in Latin America. Here’s a breakdown by country:
- Argentina Android has a 63% market share, followed by Nokia (9%), Symbian (8%) and iOS (7%)
- Bolivia: Android has 54% share, followed by iOS (13%)
- Brazil: Android has 50% market share in Brazil in terms of mobile devices, trailed by Nokia (15%) and iOS (15%)
- Chile: Android has a 63% share, followed by iOS (25%)
- Colombia: Android has a 43% share, followed by iOS (23%) and Blackberry (13%)
- Ecuador: Android has a 40% share, followed by iOS (20%), Nokia (14%) and Blackberry (11%)
- Paraguay: Android has a 40% share, followed by Nokia (29%) and Symbian (13%)
- Peru: Android is at (58%) and iOS is at 13%
- Uruguay: Android has a 48% share, followed by Nokia (16%) and iOS (12%)
- Venezuela: Android has a 44% share, followed by iOS (19%) and Blackberry (18%)
While Statscounter did not report market share for Mexico in terms of mobile operating system, Kantar Worldpanel released figures in June 2013. According to these figures, Android has 62% share in Mexico, followed by Blackberry (11%), iOS (9%), Nokia (8%) and Windows (7%).
4. MAJOR LATAM MARKETS PREFER MOBILE PAYMENTS
A study from Ipsos OTX and Ipsos Global @dvisor indicates that 48% of Mexican Internet users would prefer to make payments with smartphones or tablets rather than with their wallets. For their part, 47% of Argentine Internet users and 38% of Brazilian Internet users would prefer to use these mobile devices to make payments.
5. MOBILE INTERNET CONTINUES ITS RAPID GROWTH IN LATIN AMERICA
IBOPE recently reported that 52 million Brazilians use mobile Internet, while mobile broadband subscriptions grew by 42% in Chile, by 39% in Mexico and by 18% in Colombia in the first quarter of 2013. In March 2013 Brazil had 103 million active mobile broadband subscriptions, a 38% increase compared to March 2012. In addition, a recent report from Ericsson projects massive increase in mobile Internet subscriptions in Latin America by 2018, including:
- Brazil: 350 million mobile subscriptions
- Mexico: 150 million mobile subscriptions
- Argentina: 70 million mobile subscriptions
- Colombia: 65 million mobile subscriptions
- Peru: 40 million mobile subscriptions
6. MOBILE ADVERTISING IN LATIN AMERICA WILL GROW BY 85% IN 2013
This is the projection from eMarketer, a major increase compared to previous years. Brazil, not surprisingly, seems to have the most potential for growth: eMarketer predicts that it will surge from US$60 million in 2013 to US$132 million in 2014 and eventually reach US$731 million by 2017.
7. MOBILE BANKING WILL GROW BY 65% IN LATIN AMERICA
According to the Federación Latinoamericana de la Banca (Feleban), the amount of Latin Americans who access their banks via mobile terminals will increase by 65% per year in the coming years and total 140 million by 2015.
8. MORE LATIN AMERICANS ARE ACCESSING SOCIAL MEDIA VIA MOBILE DEVICES
There’s significant evidence that suggests that targeting Latam mobile users on social sites should deliver some strong results. For instance:
More than 77% of Argentine mobile users go to social media sites with their devices. Recently, E.Life reported identical results: 77% of Brazilians who go online with mobile phones go to social media sites. Nielsen reported similar results for Brazilian smartphone owners, indicating that 75% use their smartphones primarily to visit social media sites. An Ipsos survey of Colombian smartphone owners indicated that 81% use their phones to go to social media sites.
More specifically, Facebook recently reported that 74% of the 47 million Facebook users in Mexico access the site via mobile devices, compared to 57% of Brazilian Facebook users and 59% of Argentine Facebook users.
Overall, these figures aren’t a major surprise considering that as far back as October 2011, Pyramid Research predicted that Latin America would have 116 million mobile users of social media sites by 2015.
To find out how we can help you reach Latin American mobile users with a precisely targeted campaign, please contact us.