20 Key Facts about LatAm’s Mobile Market

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A recent report by the Mobile Marketing Association for LatAm broke down a variety of interesting data points from different sources that Latin American digital marketers may find to be useful, including:

LATAM MOBILE MARKET CHARACTERISTICS

414.4 million

Total amount of unique mobile subscribers in LatAm in 2016
Source: GSMA

Top 3

Mobile markets in LatAm in terms of unique subscribers are Brazil (118 million), Mexico (88 million) and Argentina (39.9 million)*
[*2016 figures from GSMA]

84%

Penetration rate of Android mobile operating system in LatAm, versus 9% for iOS and 3.5% for Windows and less than 1% for other mobile operating systems
Source: StatCounter

US$3.3 trillion

Mobile industry’s contribution to GDP in LatAm (4.4% of overall GDP), set to reach US$4.3 trillion in 2020 (4.9% of GDP)
Source: GSMA

78%

The unique mobile subscriber penetration in LatAm in 2020—which will be higher than that of Asia Pacific, the Middle East and North Africa and Sub-Saharan Africa
Source: GSMA

52%

Mobile Internet subscriber penetration rate in LatAm for 2016—set to reach 64% by 2020
Source: GSMA

LATAM MOBILE USER HABITS

11

daily activities for mobile users in Mexico and Colombia, including including (1) go on social media, (2) chat, (3) check email, (4) surf the web, (5) make calls, (6) study, (7) listen to music, (8) play games online, (9) search for information, (10) post photos and (11) watch TV in real time
Source: MMA

4

Daily activities for mobile users in Argentina, including go on social media, chat, check email and surf the web
Source: MMA

8

Daily activities for mobile users in Brazil, including (1) go on social media, (2) chat, (3) check email, (4) surf the web, (5) make calls, (6) study, (7) listen to music, (8) play games online
Source: MMA

2 of 10

When it comes to mobile minutes per user in the personals or dating category, 2 LatAm countries rank among the top 10 in the world: Brazil and Mexico
Source: comScore

90% or more

Internet (including social media) is the top source for news for some Latin American countries, including Argentina (92%), Chile (93%) and Mexico (91%)
Source: Reuters Institute Digital News Report 2017

LATAM MOBILE AD SPEND

US$2.33 billion

Forecast mobile ad spend in Brazil in 2018, compared to $1.69 billion for desktop advertising
Source: eMarketer

US$1.16 Billion

Forecast mobile ad spend in Mexico in 2018, compared to $US687 million for desktop advertising
Source: eMarketer

US$744 million

Forecast mobile ad spend in Argentina in 2018, compared to $US717 million for desktop advertising
Source: eMarketer

US$84 million

Forecast mobile ad spend in Chile in 2018, compared to $US128 million for desktop advertising
Source: eMarketer

LATAM MOBILE ADVERTISING & M-COMMERCE

79%

of millennials in Colombia say they either sometimes or always pay attention to online ads, versus 78% in Brazil, 50% in Argentina and 50% in Mexico
Source: MMA

4

There are 4 top reasons that mobile users in some of the largest LatAm markets click on mobile ads: (1) User interest in the brand, (2) an offered discount, (3) Visually interesting or has an attractive design (4) User interest in the category.
In Brazil and Colombia, interest in the brand is the #1 reason mobile users click on a mobile ad. In Mexico, attractive design is the #1 reason mobile users click on a mobile ad, while in Argentina, user interest in the category is the #1 reason mobile users click on a mobile ad.
Source: MMA

57%

of Argentines say they never click on mobile ads, while 39% of Mexicans never click on mobile ads, 34% of Colombians never click on mobile ads and 32% of Brazilians never click on mobile ads
Source: MMA

25-40%

The range of growth in mobile commerce in key Latin American markets between 2015 and 2019, including Peru (55%), Colombia (41%), Argentina (40%), Mexico (37%) and Brazil (25%)
Sources: eMarketer, Gestión, El Financiero, La Nación, AMI analysis

US$4.1 billion

Total of 2016 mobile games revenues in LatAm, but the total went up by 7% in 2017 to reach US$4.4 billion
Source: Newzoo

Learn More

If you’re interested in more data on LatAm mobile users, feel free to explore this piece on mobile trends, review m-commerce data for Latin America or see what are some of the top trends for 2017 among LatAm Internet users.
Tags11 daily activities for mobile users in Mexico and Colombia20 Key Facts about LatAm’s Mobile Market32% of Brazilians never click on mobile ads34% of Colombians never click on mobile ads39% of Mexicans never click on mobile ads4 daily activities for mobile users in Argentina4 top reasons that mobile users in some of the largest LatAm markets click on mobile ads414.4 million Total amount of unique mobile subscribers in LatAm in 201657% of Argentines say they never click on mobile ads8 daily activities for mobile users in BrazilAmericas Market Intelligence (AMI)Americas Market Intelligence analysisArgentine mobile usersBrazilian mobile usersColombian mobile usersdata on LatAm mobile usersForecast mobile ad spend in Argentina in 2018Forecast mobile ad spend in Brazil in 2018Forecast mobile ad spend in Chile in 2018Forecast mobile ad spend in Mexico in 2018growth in mobile commerce Argentina between 2015 and 2019growth in mobile commerce Brazil between 2015 and 2019growth in mobile commerce Colombia between 2015 and 2019growth in mobile commerce in key Latin American markets between 2015 and 2019growth in mobile commerce Mexico between 2015 and 2019growth in mobile commerce Peru between 2015 and 2019GSMA Latin Americain Argentina user interest in the category is the #1 reason mobile users click on a mobile adIn Brazil and Colombia interest in the brand is the #1 reason mobile users click on a mobile adIn Mexico attractive design is the #1 reason mobile users click on a mobile adInternet (including social media) is the top source for news for some Latin American countriesLATAM MOBILE AD SPENDLATAM MOBILE ADVERTISING & M-COMMERCELATAM MOBILE MARKET CHARACTERISTICSLATAM MOBILE USER HABITSLatin American mobile usersm-commerce data for Latin AmericaMexican mobile usersmillennials in Argentina say they either sometimes or always pay attention to online adsmillennials in Brazil say they either sometimes or always pay attention to online adsmillennials in Colombia say they either sometimes or always pay attention to online adsmillennials in Mexico say they either sometimes or always pay attention to online adsmobile ad spend 2018 Argentinamobile ad spend 2018 Brazilmobile ad spend 2018 Colombiamobile ad spend 2018 latin americamobile ad spend 2018 mexicoMobile industry’s contribution to GDP in LatAm 2017Mobile industry’s contribution to GDP in LatAm 2020Mobile Internet subscriber penetration rate in LatAm for 2016Mobile Internet subscriber penetration rate in LatAm for 2020mobile trends in Latin Americapenetration rate for iOS in LatAm mobile devicespenetration rate for Windows mobile operating system in Latin Americapenetration rate of Android mobile operating system in LatAmPeru mobile usersrecent report by the Mobile Marketing Association for LatAmresearch Latin America mobile usersThe unique mobile subscriber penetration in LatAm in 2020top 3 mobile markets in LatAmtop trends for 2017 among LatAm Internet usersTotal of 2016 mobile games revenues in LatAmTotal of 2017 mobile games revenues in LatAmWhen it comes to mobile minutes per user in the personals or dating category 2 LatAm countries rank among the top 10 in the world Brazil and Mexico
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