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More than one in three tablet users in Latin America live in Brazil, according to eMarketer’s latest estimates of tablet usage around the world. The tablet audience in Brazil is expected to grow by 22.9% this year—somewhat lower than Mexico’s expected 26.5% growth rate and just ahead of Argentina at 22.1% growth—and double-digit rates will continue in the country through 2017.
The nearly 35 million people expected to use tablets in Brazil this year puts penetration at just 30.5% of internet users in the country, below Mexico at 35.2%. As a share of the total population, Brazil also trails Mexico but by a smaller margin, at 17.0% vs. 18.8%. Among the countries eMarketer breaks out individually, Argentina has the smallest absolute tablet population and also the lowest penetration rates.
Overall, 15.0% of people in Latin America and 27.8% of internet users in the region will use a tablet at least once per month in 2015. This includes people who own their own tablets and use them regularly as well as people who use tablets belonging to friends or family members.
By the end of eMarketer’s forecast period, the tablet population will reach nearly 135 million in Latin America, 35.7% of which will be in Brazil. Mexico will continue to boast the highest penetration rates in the region throughout our forecast period.
eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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