Category Archives: Latin America

Girls with Shopping Bags

15 Insights about Latin American Consumers for 2015

In trying to create the most effective media plans possible, understanding consumer behavior is paramount. To that end, we looked at research into Latin American consumers to understand more about their growth, shopping habits, preferences and media use.

Here are 15 key insights to keep in mind during 2015:

  1. In 2020 there will be a total of 640 million consumers in Latin America and private consumption in the region will nearly double compared to 2012
  2. A Kantar Worldpanel study of Latin American consumers showed that 32% had bought an LCD, LED or plasma TV over the past 5 years and that 33% have purchased a better quality refrigerator recently
  3. Radio is the most popular medium in Latin America—consumed more than TV
  4. 46% of Latin Americans say they make online payments
  5. Mexico is the #4 country in the world in terms of mobile advertising traffic, while Brazil is #7 and Argentina is #13
  6. The amount of Netflix subscribers in Latin America grew from 309,000 in October 2011 to more than 4.8 million by September 2014, with 1.2 million in Mexico and 2.1 million in Brazil
  7. 75% of Brazilians surveyed said they watch streaming video, slightly less than the amount that watches regular TV (77%)
  8. 69% of Latin Americans with a bank account say they make online transactions
  9. Nearly 60% of Latin Americans watch TV while surfing the Internet and 67% watch online videos
  10. 41% of Peruvians watch TV while using another device at the same time, mainly a smartphone (22%), but also a laptop or PC (15%) and a tablet (4%)
  11. Chileans spend the most money on sports clothes than other Latin Americans
  12. 81% of Brazilians, 66% of Mexicans and 73% of Argentines research appliances online before buying
  13. Peru is the Latin American country in which social media have the deepest penetration: 96%
  14. 10% of the world’s Internet users are from Latin America
  15. Latin American travelers tend to travel more than those from more established travel markets and report higher levels of enjoyment

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.

Flying dollars banknotes isolated on white

Where Ad Investment in Latin America Should Go in 2015

The challenge that every marketer faces is how to develop a media budget that delivers the best results. Making changes to your approach is hard, not only because of the risk but also because of the need to sell other people in the company on those changes. But as the media landscape changes, it’s actually a bigger risk to make no changes, since you can easily fall out of step with your customers. In reviewing the data, here are some areas that both brands and media agencies need to look more closely at in executing their 2015 campaigns.

#1: Mobile Programmatic
Mexico clearly leads Latin America when it comes to mobile ad investment and is set to reach US$287 million by next year, while Brazil mobile ad investment will reach US$245 million and Argentine mobile ad spend will be a surprisingly small US$14.5 million.

But this modest level of investment doesn’t seem to jibe with the mobile boom happening in Latam. For instance:

And if those numbers aren’t enough to get the point across, see how smartphone penetration, tablet ownership and mobile Internet user are growing in other Latam markets, including Chile, Peru, Colombia, Ecuador and Venezuela.

Now to programmatic. We know that programmatic ad spend is set to spike dramatically in Latin America, so definitely the industry knows this works. The advantages of the tight targeting of programmatic are becoming clearer, in addition to the fact that it may deliver a more efficient spend than manual online ad buying.

Given this, it seems logical that brands need to deepen their mobile spend. And if the concern is that mobile may be a risk, why not look at some trials with mobile programmatic? Sharper targeting could lead to even better results with mobile and allow brands to fully take advantage of an audience that’s using smartphones more and more in the purchase process.

As such, it seems clear that brands need to run programmatic mobile trials and increase their conventional mobile ad spend in 2015. We can help with this: find out more here.

#2: Social
The numbers on social make things pretty clear:

Ok, so we know we have a good audience. Then why is social network ad spending in all of Latin America only estimated to be US$481 million in 2014 and only to increase by 23% in 2015?

Per user, advertisers will spend US$2.52 on social network advertising in Latin America, compared to $46 per user spent in North America and $27 per user in Western Europe.

How does this make sense when comScore reports that the average social media user in Latam spends 8.67 hours a month on social media versus 8.07 hours spent by Europeans and 6 hours a month spent by North Americans?

>>>The Approach with Social
There are several ways brands should leverage this Latam love of social in 2015:

Facebook retargeting. On one hand, we have 200 million Facebook users. On the other, in 2014 we have e-commerce growing by 40% in Argentina, by 23% in Brazil, by 20% in Mexico and by 45% in Colombia. So obviously it makes sense to retarget people who visit e-commerce sites with ads on Facebook. You can find out more on how that works here or just contact us directly since we’re experts in this area and partners with Triggit, a leading company in Facebook Exchange retargeting around the world.

Native advertising and content marketing. Do any of you know how much Latin American marketers are spending on native advertising or content marketing? Many of us don’t know yet, and the reason is because no surveys that report tactical spend by Latam marketers has been released. But it doesn’t seem to be much, if at all.

And what a missed opportunity. Mobile Internet is expanding hugely in Latin America and part of that entails people checking social networks on their cell phones: 30% of Mexicans, 37% of Chileans, 32% of Argentines and 19% of Brazilians, according to one study. But other studies confirm this trend: see here, here and here.

This means that people are checking their Facebook feeds, scrolling down: this makes it the perfect place for you to include a sponsored post that’s part of your content marketing. A recent survey of American marketers showed that 23% are devoting more than half of their 2015 budget to content production. Why? Because posts on topics and videos, for example, are good ways to engage people and sell. A post can lead back to a mini-site where your content lives—along with banners to convert people. Or you can set up a content channel on a portal—something we helped a client do with iG a few years ago and which worked very well. And you can leverage content even further with mobile: 55% of Brazilians recently said that video was their preferred format for mobile ads.

Sponsored social. This trend has taken off in the U.S. and it makes sense: use social media users with strong followings to promote brands. A recent study showed that 52% of American marketers had used this tactic in 2014, nearly as many as those who used online display advertising (58%). This could be a trickier tactic to deploy but it definitely merits some trials considering the potential it has.

Bottom Line
As an industry, we’re skipping around the surface of the potential of digital in Latam with light investments. It’s not about jumping on the bandwagon to be cool. It’s about adjusting our business practices to our audience habits. And that’s just good business.

Contact us to learn more about how we can spike your response in 2015 via mobile, programmatic, mobile programmatic, Facebook retargeting, social and a deeper dive into digital campaigns.


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.

Fernando Monedero color

Latam Digital Media Trends for 2015: An Interview with Fernando Monedero of MEC

Even if 2014 isn’t exactly in the rearview yet, there’s not much of it left. So when we look at 2015, we wanted to consider which digital media trends will be the strongest in Latin America. So we sat down with an expert—Fernando Monedero, Regional Digital Director for MEC—to get his take on what’s next in 2015.

It seems like every year is predicted to be “The Year of Mobile” in Latin America, in which mobile will occupy a top slot alongside the other forms of media. How do you see the role of mobile in 2015 in Latam?

I don’t know if it will be “The Year of Mobile,” but we do know that Latin America is growing rapidly in terms of Internet connections through broadband on smartphones and tablets, as well as in the number of these devices. This indicates the relevance that this form of media is gaining with the population and, as a result, with the consumers of brands. I think that brands are realizing this and that mobile will have a larger presence in their marketing strategies.

How strong will social TV be in 2015? Will we see more buys that integrate TV advertising with complementary advertising on social media?

We’re living in a multiscreen world in which marketing professionals are looking for innovative ways to connect with consumers.
Our TV watching experience is becoming a social event. TV and social media are changing our passive experience to make it more social and interactive: now a conversation about the shows we watch is taking place. We’re experiencing the rapid rise of social TV.

Some companies have projected that in 2015, we’ll see strong increase in programmatic ad spend in Latin America. Do you agree?

Totally. It’s a much more efficient way to buy media. With this new media landscape, marketing professionals will need smart systems to buy media, with new algorithms to increase their understanding of consumers and improve targeting based on behavior. [Programmatic buying] involves a big-picture understanding of brand messaging, facilitating customization, transparency and real-time integration to connect brands to consumers through greater credibility and the continual visibility and relevance of the brand.

Do you think that we’ll see greater investment with the programmatic purchase of mobile advertising or with online videos? If so, do you think that brands will spend more with these two types of advertising through programmatic buying?

Mobile is just another channel within programmatic buying and as an ad format, video is becoming much more relevant due to its wide range of possibilities for communication and interaction; it’s not necessarily where brands will spend more, but we’ll surely see an increase in spend.

In the United States, marketing professionals are investing more in native advertising. In 2015 will we see a parallel increase in Latin America in terms of native advertising?

Yes, I believe so; it’s minimally intrusive form of communication that lends itself to multiple platforms, which brands like. On the part of the consumer, I think that it will be more accepted by older rather than younger consumers, since the latter will be able to identify native ads as advertising with greater ease.

Have you observed any preference for any particular type of native advertising on the part of advertisers? Perhaps online video?

I think it’s interesting how mobile native advertising will be bought and sold programmatically.

According to comScore, in 2014 Facebook continues to dominate the social media scene in Latin America. But in the United States, marketing professionals are taking advantage of other social networks like Snapchat, Pinterest and Instagram, among others. Do you think that in 2015 we will see newer social networks become stronger in Latam?

Facebook is not the only option, but it is and in 2015 will continue to be the first option for any advertiser when it comes to communication through social networks. In my opinion, Pinterest will indeed take on more relevance, especially in categories related to higher social strata; the rest [of the social networks] will have growth but won’t be that significant.

Will there be a trend that we have not cited so far that you think will be strong in 2015?

I think that the intelligent use of data will be a determining factor in the communications strategies of brands, as well in their optimization processes. These days, technology allows us to understand much better who the consumer is and what they want, and the use of data management platforms (DMPs), tools and dashboards to understand information will be of great importance in 2015.



00 branded content main

4 Great Uses of Branded Content in Latin America

While we hear a lot about content marketing these days, people rarely cite clear examples of how it works. As a result, both marketers and media agencies may have trouble visualizing how to apply it to their campaigns and get some measurable results from it. A recent piece from Contently may help with this—it cites 4 interesting examples.

#1 Más por Más
Más por Más is a Mexican newspaper that created a paper towel dispenser that was connected to its newswire. Each sheet had a news story on it, plus a QR code to drive people to Más por Más Web site, and this increased unique visitors to the site by 37%.

#2 CNA Speaking Exchange
CNA is a language school in Brazil that connected students learning English to Americans in retirement homes through streaming video. At first, the videos were supposed to be a tool to evaluate each student’s progress, but later CNA edited together clips to create a compelling video that won a Lion at Cannes and a Clio.

#3 Beldent
This Argentine gum brand had 5 sets of twins sit at Buenos Aires’ MALBA art museum. One twin chewed gum, the other didn’t. Then Beldent asked museum visitors to answer questions about the twins. The visitors generally had a more favorable impression of the gum chewers. Overall, the video won 8 Lions at Cannes.

#4 Coca-Cola’s Friendly Twist
Coca-Cola Colombia and Leo Burnett Colombia placed vending machines on the campus of a Colombian college. The machines all had Coke, but the students couldn’t just twist off the caps. To open the sodas, they had to join their bottle top with that of another student and twist. This simple interaction helped break the ice between students and led to a memorable promotion piece.

The common ground for this content includes:

  • Interaction: bringing people together
  • Humanity: playing to people’s basic needs and reactions
  • Integration: adding the brand into the interaction in a natural way, no hard sell
  • Events: Each piece of content was an event in which the brand made something happen instead of trying to reach an audience with a message

So while effective content can be a blog post or web pieces on a portal that also includes web banners designed to inspire conversions, it can also be an entertaining video.

These successful examples also suggest that brands can take a multifaceted approach. They can start with an interesting below-the-line (BTL) approach—like a street promotion—then film it, turning it into a commercial, then circulate that commercial via social media. If there is a CSR (corporate social responsibility) angle to the video in which the brand helps out with a cause, the video could be emailed to customers to raise awareness for the cause. In addition, the right BTL promotion can be pitched to the media to cover as a human interest story and thus deliver additional promotion.

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 Latin American Media and Marketing

Keeping up with marketplace changes can be a real challenge. To make things easier, we reviewed what’s been happening and below we have a selection you can skim quickly.

>78% of Brazilian Millennials Use Smartphones
This stat comes from a Telefónica survey of 6,700 millennials around the world. This is a big jump compared to last year’s survey, in which 63% of Brazilian millennials said they used smartphones.

To read more about this survey, please click here.
To read more about millennials in Latin America, please click here.

>Latin American Consumers Buying More Budget Brands
While the Latam middle class continues to aspire to own name brands in certain areas like smartphones or fashion, to save money it’s switching to cheaper brands when it comes to certain products, like shampoo.

To read more about this trend, please click here.
To find out which 10 products Latin Americans are buying the most in 2014, please click here.
To find out which 5 trends are dominating among Latin American consumers, please click here.

>Social Networks Reach 93% of Latin American Internet Users
This data point is from ComScore Futuro Digital Peru and was cited in an article by eMarketer. Interestingly, social media have a stronger reach in Latin America than they do in either the United States or the United Kingdom: in the former their penetration is 82.7% and in the latter it’s 80.4%.

To read more about social media penetration in Latam, please click here.
To read more about the top 10 social media trends in Latin America, please click here.
To read about the companies in Latin America that are strongest in social media, please click here.

>Ad Spend in Brazil Represents 50% of All Ad Spend in Latin America
According to eMarketer, total ad spend in Brazil in 2014 will reach US$20 billion while total ad spend in all of Latin America will reach US$39.6 billion in 2014. TV still commands the largest share, with 62% of the total ad spend.

To read more about ad spend in Brazil and Latin America, please click here.
To learn about projected ad spend trends for Latin America until 2018, please click here.

>90% of Latam Traffic Will Be from Online Videos
This is an estimate from Sergio Quiroga, president of Ericsson Latin America. Quiroga predicted that by 2018, online videos will be responsible for 90% of traffic handled by telephony operators.

To read more about this prediction, please click here.
To read more about mobile trends in Latin America, please click here.

>67% Penetration for OTT Mobile Messaging in Latin America
Citing data from Ericsson, eMarketer reported that over-the-top (OTT) mobile messaging has 67% penetration in Latin America, compared to just 40% in 2013. Mexico has the biggest OTT mobile messaging penetration at 75%, followed by Argentina (64%) and Brazil (60%)

To read more about this trend, please click here.
To read about the spike in smartphone and tablet use in Latin America, please click here.

>More than 65 million pay TV subscribers in Latin America
This is according to research from Dataxis, which lists Brazil as the #1 pay TV market in Latin America due to its 18.97 million subscribers, while Mexico is #2 with 16 million.

To find out more about Dataxis’ research, please click here.

>Argentina Leads Latin America in Online Ad Spend
An infographic published by IAB Chile indicates that Argentina leads Latam in online ad spend. This is because 14% of the total ad spend in Argentina in 2013 went to online advertising. Online’s share was lower in other countries, such as Mexico (9.3%) and Colombia (9%). The infographic from IAB Chile did not show numbers from Brazil. However, we do know that in 2013 Brazil had overall ad spend of R$ 32 billion as per Projeto Inter-Meios and that online ad investment in 2013 totaled R$ 5.7 billion as per IAB Brazil, suggesting that online accounted for nearly 18% of ad spend in Brazil in 2013.

To see the IAB Chile infographic, please click here.
To find out more about ad spend trends in Latin America, please click here.

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.



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The 6 Hottest Products for 2015 in Latin America

Predicting growth is a tricky business, especially when it comes to which companies or industries will invest more in advertising.

However, studying sales growth patterns may offer some hints. That’s why we examined some recent figures for the product categories that have posted strong growth in Latin America in 2014 and in recent years. Reviewing these may give media agencies some ideas for pursuing new business and help marketers understand what Latin American consumers are spending their money on.

woman applying eyeshadow with brush
According to Euromonitor, sales of cosmetics in Latin America will grow by 7.2% a year between now and 2018. By 2018 the value of the beauty products market in Latin America will reach US$111.8 billion. The specific areas that will see the highest demand from Latin American consumers over the next 5 years are sun care, hair removal, male grooming, baby care and dental products.

2 digital music
Digital Music

According to the International Federation of the Phonographic Industry, digital music revenue in Latin America grew by 27.6% in 2013. And between 2010 and 2013 digital music revenue grew by 124% in Latin America. Currently Samsung and Google Play have started a partnership to reach this market: anyone who buys certain new Samsung devices gets a free six-month subscription to Google Play.

03 seguros

According to Moody’s, average annual growth for the insurance sector in Latin America has been at nearly 15% over the past 10 years.

04 snacks

According to Nielsen, total snack sales in Latin America reached US$30 billion in March 2014. As such, sales of snacks grew by 9% in Latin America between March 2013 and March 2014. The leading segment was cookies and cakes, responsible for US$9 billion of sales in Latam, followed by confections (US$8 billion) and savory snacks (US$7 billion). The favorite types of snacks in Latin America are yogurt, chocolate, cheese and ice cream.

5 games
Video Games

According to a report from GlobalCollect and Newzoo, Latin America will have 14% growth in video game revenues by the end of 2014, higher than the projected growth for any region in the world except for Asia-Pacific, which will grow by 15% in this area. In generating US$1.38 billion in video games revenues, Brazil is the leading market, followed by Mexico at US$1.0 billion. Overall, the report estimates that there are 185 million gamers in Latin America and that gaming revenues in all of Latin America will reach US$3.3 billion in 2014.

woman with vitamins
Vitamins and Supplements

According to Euromonitor, between 2008 and 2013 sales of vitamins and dietary supplements grew annually by 5% in Latin America and only Oceania (consisting of Australia, Melanesia and New Zealand) grew at a higher rate in this sector. Euromonitor projects that vitamin and supplements sales will grow annually by 3% in Latin America between 2013 and 2018 to reach a total value of US$5.5 billion by 2018.

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.


00 Latam media consumption

2014 Latin American Media Consumption

A large study from the Organization of Ibero-American States (OEI) surveyed Latin Americans from 16 countries about their consumption of media, using a sample of 1,200 people per country.

Here’s a breakdown of relevant results:

01 TV

  • Latin Americans watch an average of 3.5 hours a day of TV during the week and 3.7 hours a day on weekends
  • During the week, the average TV consumption in Central America is 3.9 hours a day while South Americans watch TV 3.4 hours a day
  • The countries with the highest about of TV watching during the week are Honduras (4.5 hours a day), Costa Rica (4.3 hours a day) and Venezuela (4 hours a day)
  • TV consumption doesn’t vary much between men and women in Latin America; there also aren’t significant differences in terms of TV consumption between Latin Americans from different socioeconomic classes
  • The age group that watches the most TV in Latin America are people aged 16 to 30

02 radio

  • Latin Americans listen to the radio 3.9 hours a day during the week and 3.8 hours a day on weekends
  • The Latin American countries with the highest radio listenership are Uruguay (4.7 hours a day), Paraguay (4.7 hours a day) and Guatemala (4.5 hours a day)
  • There isn’t a significant difference in radio consumption between men and women in Latin America nor is there one between different socioeconomic classes
  • People between 16 and 30 listen to radio the most in Latin America, around 3.9 hours a day, but it’s important to note that other age groups have similar consumption levels: 3.9 hours a day for people between 31 and 50 and 3.7 hours a day for people over 51

03b newspapers

With this medium, you’ll notice that the metrics changed, so OEI study doesn’t really explain how many hours a day Latin Americans spend reading newspapers. We do have some data, however, that offers at least somewhat of a picture with regard to newspaper consumption in Latam:

  • Latin Americans read newspapers 3.7 days a week
  • Brazilians have the highest levels of newspaper readership in Latin America: they read newspapers 4.2 days a week
  • Venezuelans and Costa Ricans are the Latin American groups that read newspapers the most: both read newspapers 4.2 days a week, while Paraguay and Bolivia have the lowest amount of newspaper readership in Latin America: 2.7 days a week and 2.5 days a week, respectively
  • Men in Latin America spend a bit more time reading the newspaper than women: 3.8 days a week versus the 3.5 days a week that women read the newspaper
  • While Latin Americans over 51 are the age group that reads newspapers the most (4 days a week), their consumption is only slightly higher than that of younger Latin Americans (between 16 and 30), who read newspapers 3.5 days a week
  • Latin Americans from Class A read newspapers 3.9 days a week while the middle class reads newspapers 3.5 hours a week and the lowest socioeconomic class reads them 3.2 days a week

04 internet

The study’s metrics shift once again with this medium, so it doesn’t report how many hours a day Latin Americans spend using the Internet. (That said, a number of other studies have indicated how many hours a day Mexicans, Argentines and Brazilians spend using the Internet.)

So rather than hours per day, the OEI study offers a different data set for Internet use by Latin Americans:

  • 39% of Latin Americans use the Internet either occasionally or every day, while 55% never use the Internet
  • Among the countries with the highest daily use of the Internet are Argentina (39%), Chile (34%), Uruguay (30%), Brazil (29%) and Colombia (27%)
  • Latin American men have a slightly higher daily use of the Internet than women (21% vs. 20%) and also lead when it comes to the occasional use of the medium (19% vs. 17%)
  • 33% of the Latin Americans that use the Internet every day are between 16 and 30, while 20% are between 31 and 50 and 8% are over 51
  • 26% of the Latin Americans who use the Internet occasionally are between 16 and 30, 17% are between 31 and 50 and 8% are older than 51
  • In general, home is where Latin Americans connect to the Internet: it has the highest percentage in all of the countries surveyed (30%) while other places to go online have much lower percentages, such as work (10%), cybercafés (10%) and Wi-Fi (4%)
  • Socioeconomic status is a clear factor in Internet use in Latin America: 34% of the people who use the Internet every day are from the highest socioeconomic class while only 5% of people from the lowest economic class are daily users; the same disparity applies to people who use the Internet occasionally
  • Among the Latin Americans who never use the Internet, 82% are from the lowest socioeconomic class, 61% are from the middle class and 38% are from the highest socioeconomic class
  • According to the OEI survey results, among Latin American Internet users, Facebook is the #1 social network (38% use it), while YouTube is #2 (21%) and Twitter is a distant fourth (11%)

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 Top 10 Tech Trends in Latin America

Here’s a quick look at the changes in Latam tech usage and habits that agencies and advertisers may find useful to know about:

  1. The average Latin American consumer spends 7 hours a day using multiple digital screens, 5% above the world average
  2. In 2013 online travel booking in Latin America went up by 13%, almost double the U.S. increase (7%)
  3. Latin Americans trust search engines more than traditional media
  4. The Latin American digital games market is worth US$4.5 billion: mobile games account for 43% of revenue, more than social, console and PC games
  5. Chrome is the mobile browser that’s most used in Latin America
  6. The use of mobile devices to go online in Latin America went up by 61% in the past year
  7. Latin America has 185 million gamers and gaming revenues in Latam will reach US$3.3 billion in 2014
  8. Data and note storage tool Evernote now has 8 million users in Latin America and is the fastest-growing region for the product
  9. In Latin America, digital TV went from 18% penetration in 2010 to slightly more than 50% in 2014 and will reach 94% by 2020
  10. 22% of Latin American companies have a mobile app strategy in place

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.