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More than 100 million people in Latin America will use a tablet regularly this year, eMarketer estimates, representing 18.4% growth in the region’s tablet audience since 2015.
Though tablet penetration still reaches just 17.6% of the population of Latin America, it’s on the rise, and by 2020, the end of eMarketer’s forecast period, 23.0% of people in the region will use a tablet on a monthly basis—whether or not they own one themselves.
Brazil is home to Latin America’s biggest tablet market, with more than 41 million users this year. That amounts to somewhat lower penetration than in Mexico, where 27.9 million people will use a tablet this year.
Only around 10% of tablet users in the world live in Latin America, a figure that will barely budge through 2020.
eMarketer defines a tablet user as an individual who uses a tablet each month, and includes users who share devices with friends or family members—and tablets are more likely to be shared with in a household, for example, than smartphones. Research from International Data Corp. (IDC) suggests that ownership levels are significantly lower. A 2015 survey of internet users found that 4% of those in Argentina owned a tablet or ereader, along with 6% of respondents in Brazil, 5% in Colombia and 4% in Mexico.
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