Tag Archives: latin america mobile advertising

mobile internet woman

5 Insights into Mobile Web Users in Brazil and Mexico

We’ve seen clear indications of mobile web use spiking in all of Latin America through very clear market indicators. These include robust rates of smartphone/tablet adoption and gigantic upticks in mobile broadband subscriptions in Argentina, Brazil, Mexico, Colombia and several other markets.

However, for anyone considering increasing their mobile advertising campaigns in Latin America—or even trying out a mobile media campaign for the first time—understanding mobile usage patterns is key.

A recent large study from Accenture seems to offer some interesting data points about mobile Internet users around the world. The firm surveyed more than 17,000 people in 13 countries, including France, Germany, Austria, South Africa, Spain, Finland, Italy Russia, the United Kingdom and also Brazil and Mexico.

Here’s a look at some of the key takeaways that could help influence the direct of your next (or first-ever) mobile campaign if your target is Brazil or Mexico.

#1 Android Rules
For 90% of the mobile Internet users in Mexico and Brazil that were surveyed, the operating system is the most important thing to consider when purchasing a smartphone. Out of all respondents from all countries, 41% prefer Android, 22% prefer iOS and only 8% prefer Blackberry.

These Accenture results are consistent with Brazil results from Nielsen Brasil published in August 2012, in which 78% of the smartphones sold in Brazil in June 2012 used the Android operating system. However, it’s important to note that comScore’s Device Essentials study from March 2012 reported that 58% of the mobile Internet traffic in Brazil came from devices using the iOS system.

But wait—there’s more. In September 2012 Kantar Worldpanel reported that for June to September 2012, Android had a 47% market share in Brazil in terms of the operating systems of smartphones sold in that period, making it the leader over iOS, which only had 6%; Symbian was in second place with 26.7%. For Mexico, Kantar Worldpanel reports 37% share for Android, 29.7% for Research in Motion (the leader last year), 4.7% for iOS and 20.2% for Symbian.

As such, if you are targeting by operating system in these markets, it seems that Android will deliver the largest amount of mobile phone users in both Brazil and Mexico.

#2 Mexicans and Brazilians Go Social with Their Mobile Phones
More than 80% of Mexican mobile phone owners surveyed say they use their phones to send messages on social media, as well as to blog, tweet and send instant messages. Among the Brazilian mobile phone owners, 73% reported doing these activities with their phones.

#3 They’re Hooked on Internet-Ready Phones
Given this high rate of online activities with their phones, it’s not a surprise that 78% of the Brazilians and 61% of the Mexicans said that the cell phones they buy in the future will offer Internet access.

#4 They Want Mobile Deals, Not Mobile Annoyances
When it comes to attitudes toward mobile ads, the Accenture study didn’t offer specific figures for the Brazil or Mexico markets but rather for all of the countries included. However, this data is telling. Nearly 40% of the respondents said that they find mobile banner ads and mobile text ads to be annoying. However, 66% said they are open to receiving coupons, special offers and promotions on their mobile phones. As such, structuring mobile messaging around savings may yield a better response in these markets.

#5 They Have Not Reached the Tipping Point for Mobile Payments
While 39% of the respondents in the 13 countries said they’d like to use mobile payments, 45% said they’re not interested. And overall, only 16% said they make mobile purchases. Of those who do use their phones to shop, 55% use them to buy event tickets, 46% buy train or plane tickets, 39% buy clothes and 37% buy consumer goods.
Despite this low response in this survey, new research predicts an explosion in mobile commerce in Brazil in 2013. Read more here.
To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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Latam mobile

Why Mobile Advertising is a Good Move in Latam

In recent posts we’ve documented the increase in mobile phone penetration, the rise of smartphones and tablets and other aspects of Latin America’s mobile market.

But those are external factors.

New research focuses on how smartphone users in Latin America react to mobile ads—and it’s very encouraging. According to Our Mobile Planet, a study of smartphone owners in dozens of countries conducted in partnership with Ipsos Media CT and TNS Intratest,  9 out of 10 smartphone owners in Latin American’s major markets notice mobile ads and over 60% make mobile purchases once a month.

While Our Mobile Planet doesn’t have numbers for all of Latin America, it does show some compelling data for the region’s major markets: Brazil, Argentina and Mexico. Here’s a country-by-country look at the results.


ARGENTINA

Penetration
Smartphone penetration is at 24% in Argentina. Given that Argentina’s total population is 41 million, this is a market of 10 million consumers.

Frequency of Use
71% of Argentine smartphone users access the Internet every day with their devices.

Activities
• 82% of smartphone owners in Argentina research products or service on their phones and 25% have bought products using their phones
• 83% of smartphone owners in Argentina multitask with other media: 57% listen to music, 37% watch TV, 27% read newspapers or magazines
• 68% of Argentine smartphone owners watch online videos and 21% use videos once a day
• 85% of Argentine smartphone users look for local information on their phones and 89% take action as a result
• 66% of smartphone owners in Argentina make mobile purchases once a month

Response to Mobile Ads
• 86% of Argentine smartphone users notice mobile ads: 56% do so while on a web site, 39% notice them while using a search engine and 22% while watching a video
• 76% of smartphone users in Argentina have performed a mobile search after seeing an ad
• 51% only look at the first page of results from their mobile searches

Actions After Seeing Ads
Once they sought information about businesses, 68% of Argentine smartphone owners visited the businesses, 34% made a purchase and 31% told others about them.


BRAZIL

Penetration
Smartphone penetration is at 14% in Brazil—with population estimated at 190-195 million, this is a market of 27 million consumers.

Frequency of Use
73% of Brazilian smartphone owners access the Internet every day on their devices and 73% don’t leave home without them.

Activities
• 80% of smartphone owners in Brazil research products or service on their phones and 31% have bought products using their phones
• 88% of smartphone owners in Brazil multitask with other media: 63% listen to music, 6% watch TV, 26% read newspapers or magazines
• 75% of Brazilian smartphone owners watch online videos and 21% use videos once a day
• 88% of Brazilian smartphone users look for local information on their phones and 92% take action as a result
• 66% of smartphone owners in Brazil make mobile purchases once a month and 38% expect to make more mobile purchases in the future

Response to Mobile Ads

• 94% of smartphone users in Brazil notice mobile ads, 42% while on a web site, 43% while using a search engine and 25% while watching a video
• 75% of smartphone users in Brazil have performed a mobile search after seeing an ad
• 47% of Brazilian smartphone owners only look at the first page of results from their mobile searches

Actions After Seeing Ads
Once they sought information about businesses, 66% of Brazilian smartphone owners visited the businesses, 55% made a purchase and 41% told others about them.


MEXICO

Penetration
Smartphone penetration is at 20% in Mexico—with population estimated at 113 million, this is a market of 22.6 million consumers.

Frequency of Use
66% of Mexican smartphone owners access the Internet every day on their devices and 72% don’t leave home without them.

Activities
• 84% of smartphone owners in Mexico research products or service on their phones and 26% have bought products using their phones
• 87% of smartphone owners in Mexico multitask with other media: 59% listen to music, 38% watch TV, 17% read newspapers or magazines
• 81% of Mexican smartphone owners watch online videos and 31% use videos once a day
• 91% of Mexican smartphone users look for local information on their phones and 88% take action as a result
• 62% of smartphone owners in Mexico make mobile purchases once a month and 33% expect to make more mobile purchases in the future

Response to Ads
• 93% of smartphone users in Mexico notice mobile ads, 58% while on a web site, 42% while using a search engine and 31% while watching a video
• 83% of smartphone users in Mexico have performed a mobile search after seeing an ad
• 46% of Mexican smartphone owners only look at the first page of results from their mobile searches

Actions after Seeing Ads
Once they sought information about businesses, 65% of Mexican smartphone owners visited the businesses, 28% made a purchase and 27% told others about them

Our Jumba Mobile Network and Jumba Video Network are two powerfully effective options for reaching the mobile markets in Argentina, Brazil and Mexico—as well as the rest of Latin America and U.S. Hispanics. To find out more, please contact us at info@usmediaconsulting.com.

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