Mobile Argentina 2016: Updated Forecasts and Key Growth Trends - eMarketer
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Mobile Argentina 2016: Updated Forecasts and Key Growth Trends

eMarketer Report

By: eMarketer

Published: August 01, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

A sputtering economy, slow network upgrades and government policies on foreign handsets have held back Argentina’s shift from basic feature phones to more powerful and versatile smartphones.

  • More than 70% of Argentina’s population will be mobile phone owners in 2016, and that percentage isn’t expected to change much over the next few years.
  • There will be 16.2 million smartphone users in the country this year, accounting for 37.1% of the population. The absolute number of users makes Argentina the fourth-largest smartphone market in Latin America behind Colombia, Brazil and Mexico.
  • Mirroring trends across the globe, smartphone users in Argentina tend to be young, well-educated and more affluent than non-users.
  • Android phones make up a large majority of the market, with Windows and iOS phones trailing far behind.
  • Mobile ad spending will represent 23.1% of total digital ad spending in Argentina this year, well below the 29.4% regional average.

"This report examines eMarketer’s latest estimates for mobile usage in Argentina and the socioeconomic traits affecting that usage, as well as the demographic composition of the user base. It also analyzes mobile ad spending estimates in the country."

Table of Contents

The Current Mobile Picture in Argentina

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Mobile Advertising

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18 charts are included in the full report:

Mobile Argentina 2016: Updated Forecasts and Key Growth Trends

Mobile Phone Users and Penetration in Argentina, 2015-2020 (millions, % change and % of population)

The Current Mobile Picture in Argentina

Mobile Phone Users and Penetration in Argentina, 2015-2020 (millions, % change and % of population)

Mobile Phone User and Connection Penetration in Argentina, 2006-2015 (% of population)

Active Mobile Connections in Argentina that Are In Use vs. Not In Use, by Device/Access Technology, Dec 2015 (% of total)

Mobile Phone Internet Users and Penetration in Latin America, by Country, 2014-2020

Mobile Devices

Mobile Phone Usage Among Consumers in Argentina, by Connection Type, 2000-2020 (% of population)

Smartphone Users and Penetration in Argentina, 2015-2020 (millions, % change and % of population)

Share of Smartphones in Use in Argentina, by Brand and OS, Oct 2015 (% of total)

Adults in Select Countries Who Own a Smartphone, by Demographic, May 2015 (% of respondents in each group)

Tablet Users in Latin America, by Country, 2014-2020

Connected Devices Owned by Internet Users in Select Countries in Latin America, 2015 (% of respondents)

Mobile Internet Traffic

Page View Share in Argentina, by Device, Feb 2016 (% of total)

Mobile Data and Device Metrics in Argentina, 2015 & 2020

Mobile Phone Page View Share in Argentina, by OS, Feb 2016 (% of total)

Tablet Internet Traffic Share in Argentina, by OS, Feb 2016 (% of total)

Mobile Activities

Share of Daily Time Spent Viewing Video Among Mobile Users* in Select Countries, by Device/Channel, July 2015 (minutes and % of total)

Mobile Buyer Penetration in Select Countries in Latin America, Q1 2016 (% of digital buyers)

Mobile Phone Facebook User Penetration in Latin America, by Country, 2014-2020

Mobile Advertising

Total Media, Digital and Mobile Internet Ad Spending in Argentina, 2015-2020