WhatsApp Still Rules Mobile in Brazil - eMarketer

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WhatsApp Still Rules Mobile in Brazil

Facebook is a distant second

June 28, 2016

Smartphone owners in Brazil named WhatsApp their most essential app in April 2016, and it wasn’t even close. Nearly half of those surveyed called WhatsApp their most important; coming in second place, at just 9.6%, was Facebook.

Top 10 Most Essential Apps According to Smartphone Owners in Brazil, Nov 2015 & April 2016 (% of respondents)

In fact, while WhatsApp was by far the most commonly essential app to smartphone owners in Brazil in November 2015, even more owners declared it so this year. Just as in April 2016, Facebook was the second most essential app, also at 9.6%. In fact, no other app saw any substantial growth in owners who believed it to be most essential.

Meanwhile, Android held even more sway than WhatsApp in the Brazilian mobile market. The same research found that more than eight in 10 smartphone owners had an Android-based handset.

Brazil’s no outlier in this respect compared to the rest of Latin America: April 2015 data from comScore reveals that 83% of total smartphones in the region ran Android.

Smartphone Owner Share in Brazil, by OS, April 2016 (% of respondents)

An August 2015 report by Canalys backs Android’s dominance in the region to continue for the foreseeable future, estimating that there will be 141.5 million Android smartphone shipments in 2016, a figure set to rise to 159.6 million in 2017 and, eventually, 182.6 million by 2019. Windows, meanwhile, is set to overtake iOS in 2016, and will be the most viable alternative to Android in years to come.

Android and WhatsApp seem primed to dominate the market—in Latin America and Brazil—for years to come.

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