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Smartphones Are Widely Adopted in Brazil

Some mobile internet users still have feature phones

January 14, 2016 | Mobile

Brazil has Latin America’s largest mobile internet market, and according to November research, users of all ages have widely adopted smartphones.

Mobile Devices Owned by Mobile Internet Users in Brazil, by Age, Nov 2015 (% of respondents in each group)

More than 90% of mobile internet users in Brazil ages 34 and younger now have a smartphone, according to research from Mobile Marketing Association (MMA), Millward Brown, Netquest, Adsmovil, Mirum, ROIx and Zenvia. Among older respondents, smartphone reach was nearly as high.

Many of these users also had feature phones, however. The youngest respondents were the least likely to still have these “dumb” phones, but even among 14- to 24-year-old mobile internet users, feature phones had 24% reach.

Tablets were more common, and reached 50% penetration among those 35 and older.

Frequency with Which Mobile Internet Users in Brazil Pay Attention to Mobile Ads, by Age, Nov 2015 (% of respondents)

Most mobile internet users say they pay attention to ads at least sometimes—but very few said they did so always. Older users will a bit more attentive to ads than their younger counterparts.

eMarketer estimates that Brazil will be home to 83.7 million people who use the internet via mobile phone at least monthly in 2016, up from 73.0 million in 2015. This year, that will amount to 71.5% of all mobile phone users in the country.

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