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

eMarketer Report

By: eMarketer

Published: July 11, 2016

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

Executive Summary

Now one of the top three smartphone markets in Latin America, Colombia continues to bank on a decade of steady economic growth and expanding mobile internet uptake among consumers. Advertisers are following suit, albeit slowly. eMarketer projects that mobile ad spending in the country will register robust double-digit growth rates through 2020.

  • eMarketer estimates that Colombia’s mobile user base will expand slightly to reach 33.0 million in 2016, which will represent 70.0% of the country’s population.
  • Fully 19.0 million individuals, or 40.2% of the country’s population, will be smartphone users this year. Colombia ranks third in Latin America in the absolute number of smartphone users and second in penetration.
  • Android devices garner the majority of smartphone page views and nearly two-thirds of tablet internet traffic in Colombia, according to comScore. Google’s operating system powers 60.6% of tablet queries, but Apple’s iOS still controls 38.8% of that category.
  • eMarketer estimates that mobile ad spending will represent 20.4% of total digital ad spending in Colombia in 2016, a portion that puts it well below the 29.4% average in Latin America.
  • Mirroring user trends, Android holds a commanding share of mobile ad impressions—roughly 70% to 85%, depending on the period and ad network. Surprisingly, iOS isn’t always the runner up, as Windows has proved a stiff competitor, surpassing iOS in some scenarios.

"A majority of consumers in Colombia will own and use a smartphone at least monthly by 2019, when penetration will reach 50.1% of the population, or 24.4 million smartphone users."

Table of Contents

The Current Mobile Picture in Colombia

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Mobile Advertising

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23 charts are included in the full report:

Mobile Colombia 2016: Updated Forecasts and Key Growth Trends

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

The Current Mobile Picture in Colombia

Mobile Connections in Colombia, Q4 2010-Q1 2015 (millions, % change and % of population)

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

Mobile Internet Connections in Colombia, Q4 2010-Q1 2015 (millions and % change)

Mobile Internet Connection Share in Colombia, by Contract Type, Q4 2010-Q1 2015 (% of total)

Mobile Devices

Internet Access Devices Among Internet Users in Colombia, by Geographic Locale, 2015 (% of respondents in each group)

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

Share of Smartphones in Use in Colombia, by Brand and OS, Sep 2015 (% of total)

Urban Mobile Phone Users in Colombia Who Own/Have Access to a Smartphone, by Demographic, June 2015 (% of respondents in each group)

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

Mobile Internet Traffic

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

Frequency with Which Urban Internet Users in Colombia Access the Internet, by Device/Location, June 2015 (% of respondents)

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

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

Mobile Activities

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

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

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

Mobile Social Media Users in Colombia, by Device and OS, Dec 2015 (thousands and % of total)

Mobile Advertising

Mobile Ad Impression Share in Colombia, by Device, 2014 & 2015 (% of total on InMobi's network)

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

Mobile Ad Spending

Total Media Ad Spending Share in Colombia, by Media, 2014 & 2015 (% of total)

Mobile Ad Spending in Colombia, by Format, 2014 & 2015 (millions of Colombian pesos, % of total mobile ad spending and % change)

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