Samsung Sees Smartphone Success in Latin America - eMarketer

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Samsung Sees Smartphone Success in Latin America

There were a total of 252 million smartphones in use in Latin America over June 2016

August 11, 2016 | Mobile

The number of smartphones in use in Latin America rose by 10% from June 2015 to June 2016, according to an August 2016 report from Flurry Analytics. The report, which measures activity on Flurry’s platform, measured a total of 252 million smartphones in use in Latin America over June 2016.

Smartphones in Use in Latin America, June 2015 & June 2016 (millions and % change)

Almost half of those handsets were manufactured by a single brand. Samsung increased its smartphone brand share vs. the same period of 2015 from 39% of all smartphones in use to 45%. Apple phones, meanwhile, nosedived—from a share of 22% in June 2015 to 14% in June of this year. Most of that decline was due to market increases by Samsung, with minimal gains by other brands.

Phablets are rapidly on the rise in Latin America—from 24% of mobile devices in use in the region in June 2015 to 44% in June 2016, nearly half of all mobile devices in use. Medium-sized smartphones—think a Galaxy S6—have seen massive decreases across Latin America.

Share of Mobile Devices in Use in Latin America, by Device, June 2015 & June 2016 (% of total)

The rise of the phablet might explain the decline of Apple’s smartphone share. iPhones are on the smaller side of smartphones, and users clearly want larger devices.

An April 2016 eMarketer forecast projects 189.6 million smartphone users in Latin America in 2016, a figure set to grow to 214.3 million in 2017. That’s growth of 13% over the year. The number of smartphone users will grow to 270.1 million in 2020.

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