After Yahoo! reported a 1.7% drop in revenues during Q4 2013, The Wall Street Journal’s Douglas MacMillan wrote, “Marissa Mayer’s attempt to turn around Yahoo Inc. is stuck in neutral.”
Still, Yahoo! has been gaining traction when it comes to traffic, a measure by which it seems to be particularly strong in Mexico’s mobile scene. According to comScore Mobile Metrix, the ensemble of mobile Yahoo! sites in the country attracted 6.84 million unique visitors via smartphones in January 2014, with an additional 2.69 million consumers who accessed the sites on tablets.
Yahoo!’s position was so dominant that it rivaled the combined audience of three mobile web competitors: Grupo Televisa, Ask.com and El Universal de México amassed mobile unique visitor bases of 3.41 million, 3.25 million and 2.70 million, respectively, during that month.
Though Mexico remains one of the last countries in Latin America where Apple’s iOS claims a sizeable share of the mobile market, the vast majority of Yahoo!’s visitors came through Android devices, surpassing 5 million on smartphones and 2 million on tablets.
Yahoo!’s position in Mexico is significant considering that, by eMarketer estimates, mobile internet ad spending will grow 87.7% in 2014, reaching $172.8 million to claim approximately one-fifth of total digital media ad investments—by far the greatest commitment to mobile in the region.
Such level of commitment means Mexico will be the largest mobile internet ad spending market in Latin America up to 2017, when Brazil should take the lead with $731.2 million.
eMarketer also predicts mobile internet ad spending in Mexico will expand at a 69.9% compound annual growth rate between 2012 and 2017 to reach $649.4 million by the end of the forecast period.
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