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

eMarketer Report

By: eMarketer

Published: July 19, 2016

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

Executive Summary

Chile is one of the most developed economies and mobile markets in Latin America, with the highest smartphone uptake rates across the region. So far, advertisers have been cautious about their investments in mobile, but eMarketer projects that mobile ad spending will expand at a sustained double-digit rate as familiarity with the channel improves throughout the rest of the decade.

  • Chile’s mobile user base will expand slightly to reach 13.0 million in 2016, which will represent 73.9% of the country’s population.
  • There will be 7.9 million smartphone users in Chile this year, which will translate to 45.0% of the population—the highest penetration rate by far in Latin America.
  • Android controls 85.3% of smartphone page views and 60.6% of tablet internet traffic in the country, according to comScore. But iOS still powers a robust 39.1% of tablet queries.
  • eMarketer estimates that mobile internet ad spending will represent 19.0% of digital ad spending in Chile this year, which is well below the 29.4% average in Latin America. The mobile portion of digital budgets in the country and the region will be much closer by 2020, at 67.0% and 69.8%, respectively.
  • Mirroring user trends, Android holds a commanding share of mobile ad impressions—roughly 77% to 88%, depending on the period and ad network.

"By 2018, more than half (52.0%) of the population in Chile, or 9.3 million individuals, will own and use a smartphone at least once a month."

Table of Contents

The Current Mobile Picture in Chile

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Mobile Advertising

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13 charts are included in the full report:

Mobile Chile 2016: Updated Forecasts and Key Growth Trends

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

The Current Mobile Picture in Chile

Mobile Phone Connections in Chile, 2010-March 2016 (millions, % change and % of population)

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

Mobile Devices

Mobile Internet Connections in Chile, 2010-March 2016 (millions, % change and % of population)

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

Smartphone Shipment Share in Chile, by Brand, Q4 2014 & Q4 2015 (% of total)

Mobile Internet Traffic

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

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

Mobile Activities

Leading Smartphone vs. Tablet Web Categories in Chile, Ranked by Unique Visitors, Feb 2016 (thousands)

Mobile vs. Total Active Facebook Users in Chile, by Frequency, Q4 2015 (millions)

Mobile Advertising

Mobile Ad Impression Share in Chile, App vs. Web, Q1 2016 (% of total on Adsmovil network)

Mobile Ad Impression Share in Chile, by OS, Q1 2016 (% of total on Adsmovil network)

Top 10 Mobile Categories in Chile, Ranked by Mobile Ad Impression Share, 2015 (% of total on InMobi's network)

Mobile Ad Spending

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