The Mobile Web Gains Traction in Brazil - eMarketer

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The Mobile Web Gains Traction in Brazil

The young and the wealthy lead on the mobile web

July 16, 2013

The Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (, the research arm of Brazil’s Internet Steering Committee, reported in June 2013 that mobile phone penetration rose another 2 percentage points in Brazil last year, reaching 84% of the country’s population. And increasingly, these mobile phone users are accessing the web via their devices. found that the percentage of mobile phone users connecting to the internet via their phone rose by 6 percentage points last year, to nearly one-quarter of mobile phone users.

Mobile Phone Activities of Mobile Phone Users in Brazil, 2008-2012 (% of respondents)

Other activities that were popular on the mobile phone included listening to music, at 47%, and playing games, at 29%, indicating that many mobile phone users in Brazil are acquiring more advanced mobile phones, whether they are smartphones or feature phones.

The greatest percentage of mobile phone web users came from the wealthiest economic class, with nearly three out of five reporting that they went online via the phone. Among the upper-middle class, penetration fell to 35%. Mobile phone web use was also high among younger adults and those in their late teens, with 44% of those between ages 16 and 24 accessing the mobile web.

Interestingly, respondents ages 10 to 15 showed the second-greatest propensity toward mobile phone web use, indicating the extent to which the young are driving uptake. And the 25- to 34-year-olds surveyed also overindexed for mobile phone internet use.

Demographic Profile of Mobile Phone Internet Users in Brazil, 2012 (% of respondents in each group)

eMarketer estimates somewhat lower mobile phone penetration: 71% of the population is expected to use a mobile phone this year in Brazil. eMarketer expects smartphones will reach just more than one in five mobile phone users, closer to’s calculation.

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