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Latin America will be home to more than 90 million tablet users this year, according to eMarketer’s latest forecast for tablet usage around the world. The Latin American audience of 92.3 million for 2015 includes all individuals who use a tablet at least monthly this year, whether they own their own device or use someone else’s. That represents 9.2% of the worldwide tablet audience in 2015.
eMarketer expects the tablet population in Latin America to increase by 26.1% this year and predicts double-digit growth will continue through 2017. Argentina and Brazil are currently growing their tablet audiences slightly more slowly than the regional average, while Mexico will just beat it this year, with growth of 26.5%. But growth is also expected to slow more quickly in Mexico than elsewhere in the region.
Brazil, the largest country in the region in terms of overall population, has the greatest share of tablet users throughout eMarketer’s forecast period. This year, more than one in three tablet users in Latin America will be in Brazil—a statistic that will continue through at least 2019.
But Brazil isn’t in first place when it comes to penetration. In Mexico, 35.2% of internet users will use a tablet this year, nearly 5 percentage points higher than in Brazil and 12.5 points higher than in Argentina, which lags the regional average significantly.
As a share of the total population, Mexico also boasts the highest penetration, with Brazil and Argentina trailing, but by smaller margins.
These patterns are also expected to remain largely the same, although Brazil will close the gap with Mexico in penetration as a percentage of internet users by 2019.
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. 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 available data means the forecasts reflect the latest business developments, technology trends and economic changes.
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