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Mexico has been in the back of the pack when it comes to mobile uptake in Latin America, and it still has a long way to go before mobile connections reach 100% penetration of the population. But thanks to relatively fast advanced mobile internet device uptake, mobile internet ad spending in Mexico will lead other major markets in the region, growing 74.8% in 2013 to reach $68.5 million, eMarketer estimates.
Investments in mobile internet ads in Mexico will represent 10.3% of digital ad spending this year, a considerably higher share than the Latin America average of 3.7%, but still behind North America, where mobile will account for 18.8% of digital ad spend this year. This is reflective of the role Mexico often plays bridging trends in Latin America and North America.
According to mobile advertising network StartMeApp, 74% of the impressions it delivered in Mexico during Q2 2013 appeared on smartphones, while 14% went to tablets and 12% to feature phones. By comparison, 7% of mobile impressions in North America were served to feature phones, while in Latin America, that basic mobile device had a much higher 30% share of mobile impressions served by the network.
Then again, when compared by OS, the trends in mobile ad impressions delivered in Mexico were closer to Latin America averages. In North America, Android took 35% of mobile ad impressions, while 33% went to iOS devices. Android took a greater share of mobile ad impressions in both Mexico (38%) and Latin America (46%), with iOS’ share diminished somewhat.
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