Author Archives: Javier Montanaro@US Media Consulting

About Javier Montanaro@US Media Consulting

Javier is the Sales Director of the Southern Cone region—which includes Argentina, Chile, Uruguay and Paraguay—for US Media Consulting

Mobile banking and finance concept

Latin America’s Mobile Market in 2015 and Beyond

While the saying “forewarned is forearmed” originally applied in a military context, it’s clear that marketers and media professionals also have to look towards future projections to make sure their tactics are in step with the market. That’s why we decided to break down some key projections from GSMA in terms of the Latin American mobile market.

>>> Overall Mobile connections in Latin America
Now: 700 million
2020: 890 million

>>>Unique Mobile Subscribers in Latin America
Now: 328 million
2020: 390 million

>>>Smartphone Connections in Latin America
Now: 154 million
2020: 605 million

Smartphone Adoption Rate in Select Latin American Markets

Now: 45%
2020: 73%

Now: 31.9%
2020: 72%

Now: 32.4%
2020: 72.2%

Now: 26%
2020: 69%

Now: 17.9%
2020: 61.9%

Now: 17.2%
2020: 57.4%

**For comparison purposes, the current smartphone penetration in the United States is 71%.

Mobile Internet Subscriber Penetration in Latin America
Now: 33%
2020: 48%

M2M (machine to machine) Connections in Latin America**
Now: 17 million
2020: 66.2 million

**M2M refers to technologies that allow communication between devices of the same type whether they are wireless or wired and is an integral part of the Internet of things, the interconnection of embedded computing devices within the existing Internet infrastructure. One big use in Brazil for the Internet of Things are devices in cars for tracking and security.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Latam mobile trends main shot

4 Key Changes in Latin America’s Mobile Market

Going strictly by the numbers, here’s a look at significant shifts with the mobile market in Latin America—data that could help agencies and brands with their next mobile campaigns.

1 mobile growing

The amount of mobile users in Latin America in 2014—expected to reach 374 million by 2017

The projected amount of smartphones that will be sold in Latin America in 2014

The amount of tablets sold in Latin America in 2013

2 mobile commerce

The percentage of Latin American smartphone users who have purchased a product or service with their smartphones

of Mexican mobile users make mobile purchases

M-commerce in Brazil grew by 83% between 2013 and 2014

of online payments made in Argentina are made with mobile phones



Brazilians spend an average of 8.5 hours a month using instant message services, the highest amount of use in the world. Mexico, Argentina, Peru and Chile are also among the top 10 countries in the world in instant messaging use, each with an average of at least 6 hours a month.

Despite the growth of WeChat, GlobalWebIndex reports that 61% of mobile Internet audience in Latin America has used WhatsApp in the last month: only the Middle East/Africa has higher usage

of Argentines use the app for Preguntados, a trivia game, while 42% use Candy Crush and 28% use Angry Birds; Facebook is the top social app among Argentines as 76% use it while Whatspp leads Skype and Line in the messaging app category

The amount of business app users in Mexico, 27% of the total amount of apps users in the country

The growth of WeChat ( a mobile messaging app) in Mexico between 2013 and 2014. In this same period, WeChat grew by 835% in Argentina and by 1108% in Brazil.

of Brazilians between ages 15 and 32 have the Facebook app on their phones, while 84% have email apps, 81% have YouTube and 79% have Whatsapp

4 mobile web

The amount of Brazilians who go online with their cell phones

7 of 10
Internet users in Argentina go online with cellphones

of Mexican digital users go online with smartphones

of Colombian mobile users go online with their phones

of Chileans have access to mobile internet

of Paraguayan mobile users go online with their phones

Total amount of mobile subscriptions in Peru that allow for Internet access

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.



The Latest on Media Consumption in Argentina

A massive 2013 study of more than 30,000 Argentines reveals their media consumption habits. Agencies and advertisers should find this data useful in planning media campaigns in Argentina. As such, below we break down some of the study’s key findings.


  • 98% of Argentines watched TV in the past year
  • 83% of Argentines watch TV nearly every day while 13% watch TV a few days a week
  • 68% of Argentines say their TV signal is from cable while 15% say they watch free TV, suggesting heavy cable TV penetration in Argentina
  • Argentines watch an average of 2 hours and 51 minutes of television a day
  • 65% of Argentines watch between 2 and 4 hours a day
  • 73% of Argentines watch the news on TV, 50% watch movies, 43% watch series and 34% watch sports
  • 95% of Argentines watch TV with a TV set, while 6% use a PC and 2% use a mobile phone


  • 86% of Argentines listen to the radio
  • 54% of Argentines listen to the radio every day and 26% listen to it several days a week
  • Argentine radio listeners spend an average of 3 hours and 28 minutes a day listening to the radio
  • 78% of Argentines listen to the radio with a home device
  • 35% of Argentines listen to the radio using a mobile phone or MP3 player
  • 22% of Argentines listen to the radio with a PC or tablet
  • 75% of Argentines listen to music on the radio and nearly 60% of Argentines listen to the news on the radio
  • 55% of Argentines listen to FM radio, 11% listen to AM radio and 17% listen to both frequencies

PRINT MEDIA (newspaper, magazines, books)

  • Overall, 70% of Argentines read newspapers
  • 23% of Argentines read newspapers nearly every day while 36% of Argentines read newspapers several days a week
  • 56% of Argentines read books, the highest readership level for books in Latin America
  • Overall, 47% of Argentines read magazines
  • 22% of Argentines read magazines several days a week


  • 71% of Argentines own a PC and 68% are PC users
  • 65% of Argentines connect to the Internet and 60% of Argentines have Internet connections in their homes
  • Argentines use PCs an average of 2 hours and 34 minutes a day
  • 62% of Argentines connect to the Internet with a computer while 24% of Argentines connect to the Internet with a mobile phone
  • 2% of Argentines connect to the Internet using a tablet
  • The main reasons that Argentine Internet users go online is to go on social media (57%), check email (54%), listen to/download music (49%), chat (46%), read newspapers (37%) consume other types of media (36%), homework (34%) and watch movies (32%)
  • Facebook is the page that Argentines say they visit the most (24%) while YouTube is the second most popular page (22%); other sites like Hotmail (3%) have much lower reported visit rates
  • 55% of Argentines have Facebook pages while only 13% have Twitter accounts


Girl holding tablet pc

  • 99% OF Argentines own TVs
  • 95% of Argentines own radios
  • 85% of Argentines own CD players
  • 85% of Argentines own mobile phones and 39% can connect to the Internet with their phones
  • 81% of Argentines have pay TV
  • 71% of Argentines have laptops or PCs

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.




social tv chile

Social TV Takes off in Chile

In previous posts we’ve covered how Brazilians and other Latin Americans are embracing social TV, that is, watching TV with a mobile device and interacting with the shows. Now a new study from the Communications School at the Pontifical Catholic University of Chile details for the first time how Chileans engage in social TV. The study surveyed more than 3,200 Chileans between December 2013 and January 2014. Here’s a look at relevant findings for agencies and advertisers.


  • 81% of Chilean Internet users say they use smartphones while watching TV and 52% combine using PCs with watching TV
  • The main activity that Chilean Internet users perform while watching TV with mobile devices is surf the Internet (39% reported doing so)
  • Other popular online activities for Chilean Internet users who watch TV while using mobile devices include searching for information (30%), reading news (24%) and listening to or downloading music (21%)


  • Eight in 10  (81.8%) of Chilean Internet users go on social networks while watching TV, with 75% using Facebook
  • 65% of Chilean Internet users have used social media  to comment on TV shows they watch
  • Chileans tend to go on social media to comment about TV shows from 10 PM on (50%) versus between 7 and 10 PM (31%)
  • Nearly 23% of Chilean Internet users have nearly always started watching TV shows or changed what they’re watching due to social media comments
  • 35% have only switched what they watch on TV due to social media when they did not know what they wanted to watch, while nearly 15% say their TV choices have never been influenced by social media
  • Interesting things that happen onscreen (68%), mistakes or false information (62%), flubs by TV personalities (47%), prize offerings (32%) and the start of commercial breaks (30%) are what spur Chileans to take to social networks to comment about TV
  • The main types of TV content that Chileans talk about on social media are movies (40%), news (39%), TV shows (38%), current events or politics (32%) and sports (27%)
  •  43% of Chilean Internet users say they would like to receive personalized recommendations about TV based on their use of the Internet

Exploring Further
A number of brands are trying to take advantage of this growing trend of social TV in markets like Chile. One interesting way is through Shazam, the mobile phone app. Shazam can be integrated with TV commercials to offer viewers more information about programs and include some extra advertising to reach them.

Contact us to find out more about Shazam or to see how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market.

argentina 2

Argentina Leads the World in Social Media and Mobile Internet Use

A recent report entitled We Are Social outlines several key points about how Argentines use both social and mobile media. Below we highlight the statistics that could have impact on your next campaign.

#1 Argentina Is a World Leader in Internet Use
Argentines spend an average of 5 hours and 11 minutes a day using the Internet. In time spent online, Argentina leads Australia, Canada, China, France, Germany, Italy, Japan, Russia, South Korea and the United Kingdom. In addition, Argentina is practically tied with the United States in the average time Internet users spend online: U.S. internet users average 5 hours and 13 minutes a day online, just 2 minutes more than Argentine Internet users.

#2 Argentina Leads the World in Social Media Use
Argentine Internet users spend an average of 4.3 hours per day on social media, the highest average in the world, exceeding the social use of Mexico (3.8 hours per day) and nearly double the amount of larger Internet markets like the United States (2.3), Canada (2.3) and China (1.5), among others.

#3 Argentina is a World Leader in Social Media Penetration
According to the report, Argentina is at 56% social media penetration in the sense of having more active users of its largest active social network. Argentina is at the same level as the United States, just below the United Kingdom (57%) and higher than Mexico (43%) and Brazil (43%).

#4 Argentina is a World Leader in Mobile Internet Use
Argentina’s mobile internet penetration rate is 42% and Argentine mobile Internet users spend an average of 3 hours and 25 minutes a day using mobile Internet. While a number of other countries have a deep mobile Internet penetration rate, Argentine mobile users use the Internet for much more time than users in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, Singapore, the United Kingdom and the United States.

To find out more about how we can help you reach Argentina’s Internet users via a targeted online campaign that maximizes these market tendencies, please contact us.

South America and Africa Global Communication Planet

Top Media Choices for Online Advertising in South America

Admetricks is a tech tool that measures online campaigns that different advertisers are running in South America in markets like Argentina, Peru, Colombia and Chile. The brand has been sharing the results it has tracked in different markets, and these may help agencies and advertisers in their media planning for future campaigns or to see what competitors are doing.

Admetricks tracked the top 10 online advertisers in Argentina during 2013, which were:

  1. Netshoes
  2. Garbarino
  3. Fravega
  4. Entre Mujeres
  5. Club Cupón
  6. Dietas Cormillot
  7. Samsung
  8. Netflix
  9. Ohlalá
  10. Fibertel

The company then compared these top advertisers to the top 5 online media used by advertisers in Argentina during 2013:

  1. Google
  2. La Nación
  3. Clarín
  4. Olé
  5. Taringa

Overall, in Argentina—as in other South American markets—there isn’t a strong correlation between top online advertisers and top online media. For example, Entremujeres only had a heavy presence in Clarín but not in any of the other online media. Ohlalá only had a strong presence in La Nación. Overall, Samsung was the only advertiser with a presence in 4 out of the top 5 online media in Argentina during 2013. Netflix favored Google and had some presence in Taringa while skipping over the other top online media. Clarín and Olé seemed to have the most success in attracting the top online advertisers in Argentina, with 6 out of top 10 having a presence in each of this media. Clarín had the edge over Olé in terms of a stronger presence from these top advertisers.

To find out about the top 10 online media and advertisers in Argentina during the month of January 2014, click here.

Admetricks hasn’t yet published rankings for top online advertisers or media for 2013 in Chile but the firm does regularly publish monthly updates for these categories. For January 2014, the top online advertisers in Chile were:

  1. Entel
  2. Ucentral
  3. Inacap
  4. Claro
  5. Lan
  6. U Santo Tomás
  7. Recarga Móvil
  8. Copec
  9. Santander
  10. U UCINF

The top online media in Chile in January 2014 were:

  1. Facebook
  2. Emol
  3. Bío-Bío
  4. Google
  5. El Dínamo
  6. La Tercera
  7. El Mostrador
  8. The Clinic
  9. Jaidefinichon
  10. Cooperativa

Admetricks tracked the top 10 online advertisers in Colombia during 2013, which were:

  1. Chevrolet
  2. Dell
  3. Link Ofertas
  4. Lan
  5. Dafiti
  6. Qué Buena Compra
  7. Bancolombia
  8. Linio
  9. LBEL
  10. RCN

The company then compared these top advertisers to the top 5 online media used by advertisers in Colombia during 2013:

  1. YouTube
  2. El Espectador
  3. Google
  4. Facebook
  5. Semana

The results showed that the top 10 advertisers did not have strong presences in all of the top 5 online media. For example, LBEL and Chevrolet were the only top advertisers with significant presence in YouTube, while RCN did not have a presence in any of the top 5 online media in Colombia during 2013, according to Admetricks results. Of all of the top 5 online media, El Espectador attracted the largest amount of top 10 advertisers, with 6. In contrast, Facebook, despite its significant popularity, only attracted 2 of the top 10, with e-commerce firm Linio having a very strong presence on the social network.

Admetricks tracked the top 10 online advertisers in Peru during 2013, which were:

  1. Chevrolet
  2. Neo Autos
  3. Universidad del Pacifico
  4. Movistar
  5. Banco de Crédito
  6. Quiosco Digital
  7. BBVA
  8. Lan
  9. PUCP
  10. Turismo Perú

The company then compared these top advertisers to the top 5 online media used by advertisers in Peru during 2013:

  1. Google
  2. El Comercio
  4. RPP
  5. Peru21

Nine of the 10 top advertisers had a presence on El Comercio’s site during 2013, with Universidad del Pacífico as the only exception. Google was the #2 online medium in Perú in 2013 in terms of attracting top online advertisers, with 7 out of the top 10. Interestingly, Quiosco Digital invested heavily in El Comercio during 2013 but not in any of the other top 5 online media in Peru.

To find out more about how we can help you reach South American Internet users with an online campaign or through programmatic buying, please contact us.

6 Crucial Stats for Running Mobile Ad Campaigns in Latin America

A recent survey from the Mobile Marketing Association offers a revealing profile of mobile Internet users in Latin America:

They’re young. Nearly half (47%) are under 24, while 26% are 25-35 and 27% are older than 35.

Most are men. Nearly 6 out of 10 (58%) mobile Internet users in Latin America are men.

They’re well-educated. Around 71% have college degrees or graduate degrees, while 25% have high school diplomas.

Most download game apps. More than 8 out of 10 (81%) downloaded a game app in the past month. Other forms of downloadable content, such as videos (48%), music (45%) and themes (41%), were less popular.

They value ads that deliver content. Most mobile Internet users in Latin America (73%) like mobile ads that help them download mobile content. The users also like mobile ads that help them find a good deal (45%), learn about a brand (44%) or find something nearby (55%), like a store or restaurant.

They like malls, restaurants and movies. Mobile Internet users in Latam report frequently going to malls (77%), restaurants (58%) and movie theaters (49%).
To find out how we can help you reach mobile Internet users in Latam with a strategic mobile campaign, please contact us.


60 Key Facts about South America’s Internet Market

Recently comScore and other sources have published data about the online markets of several South American countries, including Argentina, Colombia, Peru, Chile, Uruguay and Venezuela. We went through the results and distilled the essential facts for each market so that professionals in media, advertising and marketing can optimize their digital ad campaigns in these countries.

Common Ground
Before going into detail with data for specific countries, it’s important to note certain similarities found in South America’s online market.

#1 Most South American Internet users are young. On average, nearly 80% of South American Internet users are between 15 and 44 years old. In all the countries, Internet users between 15 and 24 are the largest subgroup and represent between 29% and 39% of the total.

#2 Social media rules. Social media takes up the majority of the time online spent by Internet users in Argentina, Chile, Colombia, Peru and Venezuela.

#3 Most traffic goes to 5 key site categories. Aside from social media, the website categories that take up the most time of South American Internet users are entertainment, services, portals and multimedia.

#4 Facebook dominates the social scene. While it’s no surprise that Facebook is hugely popular in these markets, one striking data point is that South American Internet users spend more or less 90% of their time on social sites on Facebook. This suggests that campaigns on other social sites—which in total take up around 10% of the total time that South Americans spend on social media—are much less likely to reach the average Internet user, although they may deliver some good results with specific segments.

#5 New social sites are coming up. A number of new social sites are growing powerfully in South America, such as, MeetMe and Vostu. That said, it’s important to note that none of them have the traffic to seriously challenge the established giants like Facebook, at least not in the foreseeable future.

#6 Online banking and shopping are gaining ground. South American online markets are showing significant growth in terms of the use of both banking sites and also retail sites. Users in South America also seem to favor similar types of retail sites, including those for furniture, food, fragrances/cosmetics, movies and clothes.


  • There’s an even split in gender among Argentine Internet users: 50% are men, 50% are women
  • Each Argentine Internet users spends an average of 22 hours per month online: Brazilians are the only South Americans to spend more time online than Argentines, with 33 hours per user per month
  • 95% of Argentine Internet users visit news sites compared to the global rate of 79%
  • Argentina is #3 in the world in terms of the amount of hours each of its internautas spends on social media: 9 hours per month, with Italy at #2 (9.5 hours/month) and Brazil at #1 (13 hours per month)
  • 50% of Argentines visit sports sites, a higher percentage than that of Latin America (44%) and the global average (39%)
  • In terms of targeting, it’s helpful to note that the 3 segments that spend the highest average amount of minutes per month on sports sites in Argentina are men between 25 and 34 (95 min), men aged 35-44 (77 min) and women between 25 and 34 (62 min)
  • was the leading sports site in Argentina between 2012 and 2013, followed by Fútbol Sites, Yahoo Sports, ESPN and
  • Nearly 96% of Argentine Internet users visit online video sites, the highest percentage of all of Latin America
  • Nearly 8% of the online traffic in Argentina is from mobile devices and Android is the leading OS, with 62% of the market

Source: comScore


  • Women make up a little more of Chile’s online population than men: 50.1% vs. 49.9%
  • Education sites have 47% reach in Chile, larger than the global average of 38% and about the same as all of Latam (49%)
  • The segment that spends the most time on education sites in Chile are men between 25 and 34 (20 minutes per person per month) and women between 25 and 34 (19 minutes per person)
  • Nearly 92% of Chilean Internet users watch online videos and watch an average of 119 videos per person per month, more than Internet users in Argentina or Mexico
  • Google leads the online video market in Chile, followed by Vevo, Viacom and Facebook
  • Nearly 13% of the online traffic in Chile is from mobile devices and only México (with 14% of its online traffic coming from mobile devices) surpasses Chile in this regard
  • Android has a market share of 70% of Chile’s mobile market, while iOS is a distant second at 22%

Source: comScore


  • Colombia’s online population is Split nearly evenly down the middle between women (50.1%) and men (49,9%)
  • 63% of Colombian Internet users recall the online ads they see: the formats they recall the most are videos and posts from brands, as well as app ads, games and expandable banners
  • 70% of Colombian Internet users have gone on line in the past 3 months and 78% go online every day
  • The large majority of Colombian Internet users go online from their homes (89%) but 26% go online from public transportation, 19% while walking in the street and 13% while driving
  • Colombian Internet users combine using the Internet with various activities, including watching TV, listening to the radio and talking on the phone
  • Among the site categories with strong growth in Colombia between 2012 and 2013 are car sites (48%), telecommunications sites (35%), airline sites (19%) and banks (32%)

Sources: comScore, IAB Colombia


  • Peru’s Internet audience grew by 15% between 2012 and 2013, higher than Latin America in general (13%), North America (2%), Europe (5%) and Asia (6%)
  • Peruvians spend an average of nearly 21 hours per month per person online, a comparable figure to the Latin American average (24 hours) and close to the global average (22.8 hours)
  • There are more male Peruvian Internet users (55.6%) than female (44.4%)
  • Peru is among the top 5 countries in the world in terms of its social media use
  • Among the site categories with the most growth in Peru between 2012 and 2013 were banking (46%), car sites (14%) telecommunications sites (5%) y airline sites (4%)

Source: comScore


  • Nearly 4 out of 5 Uruguayans live in a home with at least 1 computer
  • Internet penetration in Uruguay is at 71%
  • Among Uruguayans between 12 and 17, Internet penetration is at 97%, while it’s at 89% for those 20-29, 86% for those 30-39 and 70% for those 40-49
  • 33% of Uruguayan Internet users go online with mobile phones or tablets, an increase of 13% compared to 2012
  • 16% of Uruguayan Internet users are online for 11 to 20 hours per week and 10% are online for more than 30 hours per week
  • 65% of Uruguayan Internet users go online between 1 and 20 hours per week
  • The main online activities for Uruguayan Internet users are searching for information (82%), social media (78%), downloading music (63%), email (63%), reading news (63%) and looking for information about brands or products (60%)
  • The amount of blogs in Uruguay dropped by 40,000 between 2012 and 2013
  • Only 2% of Uruguayan Internet users regularly comment about brands online and 85 read online comments about brands
  • 53% of Uruguayan Internet users like the advertising on social media
  • 49% of Uruguayan Internet users can’t go online with their mobile phones compared to the 31% that can and do so
  • 25% of Uruguayan Internet users have purchased a product over the Internet in the past year
  • The most popular products among Uruguayans who engage in e-commerce are PC accessories, appliances, clothes and furniture

Source: Grupo Radar


  • 53% of Venezuelan Internet users are men and 47% are women
  • The amount of Venezuelans who use social media went up by 8% between 2012 and 2013
  • Facebook is the most popular social site in Venezuela (7 million unique visitors), followed by Twitter (2.5 million) and LinkedIn (1.3 million)
  • The social sites with the most growth in Venezuela during the past year are MeetMe (495%), Vostu (396%), (137%), FSBX (122%) and (106%)
  • Facebook takes up nearly 88% of the time that Venezuelans spend on social media sites, followed by (6%) and Tumblr (3%)
  • Among the web site categories that have grown the most in terms of visitors are retail sites (61%), banking (73%) and government (41%)

Source: comScore

To reach South American Internet users with an online ad campaign customized to your target, please contact us.

Latam mobile trends

8 New Trends in Latin America’s Mobile Market for 2013

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.

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:

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.

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%.

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%).

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.

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:

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.

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.

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.


7 Hot New Social Media Trends in Argentina

Some new studies from have looked social media use in Argentina. The research revealed a number of key points to factor in when planning a digital campaign targeting this large online market.

#1 Heavy Use
Argentina is #3 in the world in terms of hours spent social media every month and in fact, for every 8 minutes that Argentines spend on the Internet, 3.5 of those minutes are spent on social media*

#2 Massive Growth
The amount of social media users in Argentina grew by 73% between 2010 and 2013**

#3 Access Via Cell Phones
A survey of Argentine cell phone owners showed that 77% said they used their phones to go on social media. In fact, checking social media was more popular than using apps (74%), navigating the web (69%), checking email (66%) and instant messaging (57%). Only SMS was a more popular use for cell phones among Argentines. ***

#4 Virtually Identical Audience
In some markets, social media users have different demographic characteristics than the average Internet users. In Argentina, virtually the same demographic groups that go online also visit social media sites:*

#5 6 out of 10 Argentine Companies on Social Media
In 2010 only 25% of companies in Argentina had a social media presence. But now 64% of Argentine companies are on social media. Facebook is the most popular platform with Argentine companies, with 48% of them having a page, while 40% have Twitter accounts, 32% share content on YouTube and 20% have corporate blogs.****

#6 Younger Audiences Put in More Time
Argentines between 15 and 34 take up 65% of the country’s total time spent on social media, suggesting that a younger user is a lot more likely to see social media ads or posts than an older user.*

#7 Facebook Rules But Other Sites Are Growing
While Facebook is by far the #1 social media site in Argentina (89% penetration), other brands have grown significantly over the past year. Here’s a quick a look at the social networks that have grown the most in Argentina since 2012:*

  • (770%)
  • Pinterest (270%)
  • LinkedIn (236%)
  • Tumblr (98%)
  • Scribd (88%)
  • Yahoo (26%)

More established sites had more modest growth rates in 2012, including Facebook (16%) and Twitter (13%).*

*Source: comScore & Brandemia

**Source: Datos Claros

***Source: BGH Market Research

****Source: Burson Marstellar

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