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In Mexico, Android Dominates Mobile Advertising

Mobile ad spending will grow 87.7% to hit $172.8 million this year

Advanced mobile device uptake keeps rising in Mexico. eMarketer estimates the number of smartphone users will grow 22.4% to reach 33.3 million in 2014. Meanwhile, the majority of forecasts for tablet user penetration among internet users in Mexico in 2013 ranged from 24.0% to 37.0%. Cross-referencing the most conservative calculations with eMarketer’s estimate of 56.5 million internet users in Mexico last year works out to at least 13.6 million tablet users during 2013.

Following the increasingly advanced mobile cohort, advertisers expanded the share of mobile ad impressions going to smartphones and tablets in Mexico last year. InMobi reported that smartphones claimed 72.2% of the mobile impressions it served during Q4 2013, compared with 71.9% in Q4 2012. Tablets jumped 6.1 percentage points during the same period, taking a 20.2% share at the end of 2013. Meanwhile, feature phones’ portion dropped from 13.9% to 7.6%. By comparison, 58.2% of mobile ad impressions in Latin America were served to smartphones during Q4 2013, with feature phones accounting for a whopping 28.2%.

InMobi also reported that 58.3% of mobile ad impressions appeared on Android-equipped smartphones and tablets during Q4 2013—15.6 percentage points more than the same period in 2012. Only iOS (23.7%) managed to maintain its market share, improving slightly from 22.8% the previous year.

Riding along the seemingly unstoppable surge of Google’s operating system in Mexico, Samsung and LG, which boast extensive Android lineups, also surged. According to The Competitive Intelligence Unit (CIU), the South Korean manufacturers held smartphone user shares of 21.2% and 5.7%, respectively, during Q2 2013. The CIU also predicted that Samsung would dethrone BlackBerry as the most commonly used smartphone brand in Mexico when the two register market shares of 24.1% and 22.8%, respectively, in Q1 2014.

eMarketer estimates mobile internet ad spending in Mexico reached $92.1 million in 2013. The 100.9% improvement came after a similar expansion the previous year but from a still small base.

Mexico has led Latin America in the early stages of mobile advertising uptake and, boosted by investments earmarked for the FIFA World Cup later this year, will rise an additional 87.7% to reach $172.8 million in 2014. Though Brazil will surpass Mexico in overall mobile ad spending in 2017, the latter will continue to grow at robust double-digit rates through that year, hitting $649.4 million by the end of the forecast period.

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