Web Users in Mexico Outpace Latin America in Tablet Adoption, Usage - eMarketer

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Web Users in Mexico Outpace Latin America in Tablet Adoption, Usage

Tablet penetration in Mexico leads Brazil and Argentina

September 11, 2013

After getting a head start during 2012, Mexico continued to lead Latin America in tablet uptake and usage during the first half of this year. According to the April 2013 McAfee “Digital Assets Survey,” 37% of internet uses in Mexico owned a tablet. By comparison, 33% of internet users in Brazil said they owned the coveted device.

Internet-Enabled Devices Owned by Internet Users in Brazil and Mexico, April 2013 (% of respondents)

A January 2013 Ipsos OTX and Ipsos Global @dvisor survey, which was not limited to web users, took a closer look at the demographic profile of tablet owners in several countries worldwide. Among those polled in Mexico, tablet ownership was most common among respondents between 50 and 64 years old (14%). Women also led, with 12% owning tablets, compared to 9% of men. Overall, tablet ownership stood at 11% that month in Mexico. Meanwhile, the survey found that tablet ownership in Argentina and Brazil was a bit slimmer at 8% and 9%, respectively, during the same period.

Tablet penetration among internet users in Mexico is likely higher due to the country’s limited mobile and web usage, especially when compared to Argentina, Brazil and even other smaller markets in the region, like Chile. However, tablet internet traffic is nonetheless showing a remarkable level of engagement among tablet users in Mexico. According to June 2013 comScore data, Mexico was the leading country in Latin America in terms of internet traffic occurring through tablets, at 3.2% of the total, well ahead of Brazil (1.8%), Argentina (1.7%) and the regional average of 2.1%.

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