In Mexico, Mobile Will Account for 30% of Digital Ad Spending This Year - eMarketer

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In Mexico, Mobile Will Account for 30% of Digital Ad Spending This Year

Advanced mobile device penetration in the country leads Latin America, driving rapid ad spend growth

April 29, 2015

Mobile ad spending in Mexico will reach $390 million in 2015, an 81.0% increase from 2014, according to new figures from eMarketer. By 2019, mobile ad spending will increase more than fourfold to reach $1.70 billion.

Total Media, Digital and Mobile Internet Ad Spending in Mexico, 2013-2019

A new eMarketer report, “Mobile Mexico 2015: Ad Spending Now Growing Faster than Usage,” details the country’s mobile ad spending market as well as consumer trends, demographics and mobile usage benchmarks. This is eMarketer’s third annual report on the state of the mobile market in Mexico.

“Nuanced details about mobile consumers in Mexico are surfacing, allowing carriers, brands and marketers to better understand these users’ needs,” said Osbaldo Franco, research analyst for Latin America at eMarketer and author of the report. “In response, mobile advertising is on the upswing.”

This year, mobile will account for 30.5% of all digital ad spending in Mexico but just 7.3% of total media ad spending. However, by 2019, mobile will grab more than two-thirds of all digital ad spending in the country and nearly 25% of total media ad spend.

Notably, mobile’s share of digital advertising in Mexico is outpacing the Latin America region at large. Mobile advertising expenditures regionwide will total $1.35 billion this year, eMarketer estimates, or 20.0% of digital ad spending in Latin America. By the end of our forecast period, mobile will grab 67.7% share of digital ad spending in the country—a proportion equivalent to Western Europe as a whole—while mobile advertising across Latin America will account for 63.9% of total digital ad spending.

Smartphone Users and Penetration in Latin America, by Country, 2013-2019

Mexico is seeing mobile advertising growth chiefly due to high smartphone and tablet penetration. By 2016, more than half of all mobile phone users in Mexico will have smartphones, compared with 45.7% for the region at large. Mexico will continue to outpace Latin America through 2019, when 70.0% of mobile phone users in the country will use a smartphone, compared with 57.4% across the region. Among Latin America’s largest markets, only Chile will have a higher penetration rate in 2019—however, Mexico will have nearly seven times more smartphone users as Chile, eMarketer estimates.

Furthermore, Mexico leads the region in terms of tablet penetration among internet users. This year, 35.2% of all internet users in the country will use tablets on a monthly basis, which is far above the regional penetration rate of 28.2%.

“Smartphone and tablet adoption is expected to slow as user bases expand, but uptake for both is far outstripping that of the overall mobile market, helped along by government efforts to widen mobile provider and plan options and lower costs,” said Franco.

Please join eMarketer for a webinar on Thursday, April 30, at 10am CDT, when Osbaldo Franco will highlight these and other trends in Mexico’s digital market. Register here.

For complete analysis and insight on the 22 leading advertising markets globally, please visit eMarketer’s Interactive Guide to Worldwide Ad Spending.

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.

Get more on this topic with the full eMarketer report, “Mobile Mexico 2015: Ad Spending Now Growing Faster than Usage.”

This report answers these key questions:

  • What is the demographic profile of mobile device users in Mexico?
  • What, where and how is this group using the mobile internet?
  • How are advertisers adapting to Mexico’s growing audience of advanced mobile device users?

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