Mobile Latin America 2016: Argentina, Brazil, Chile, Colombia, Mexico and Peru - eMarketer
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Mobile Latin America 2016: Argentina, Brazil, Chile, Colombia, Mexico and Peru

eMarketer Report

By: eMarketer

Published: September 28, 2016

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

Executive Summary

This package provides insight into the mobile markets of Argentina, Brazil, Chile, Colombia, Mexico and Peru—six of the largest economies in Latin America and the most significant in the regional mobile landscape.

  • Together, these six countries will account for 76.8% of mobile phone users (306.4 million) in Latin America in 2016. This share will remain essentially unchanged by 2020, as other countries in the region expand at a slower clip and from a smaller base.
  • eMarketer expects the number of smartphone users in Latin America will reach 198.9 million this year, or just under half of total mobile phone users in the region. By 2017, smartphone users will represent nearly 55% of all mobile phone users in Latin America.
  • The number of tablet users in Latin America will surpass 100 million in 2016, eMarketer estimates. But growth rates will fall below those of smartphones in 2017, as tablet sales slow in the region, much like in the rest of the world.
  • In Latin America, Android is by far the operating system of choice among consumers. comScore Inc. data from February 2016 found Android drove 82.8% of mobile phone page views in Mexico and 88.2% in Colombia.
  • Samsung is the leading smartphone manufacturer across the region, with shares in the six countries analyzed ranging from roughly one quarter to just over one third of the market.
  • Mobile ad spending will reach $1.91 billion, representing 29.4% of total digital ad spending in Latin America in 2016. That figure will swell to $7.55 billion by 2020.

"In 2017, eMarketer estimates, 223.9 million people in Latin America will own and use a smartphone at least monthly, accounting for 54.8% of mobile phone users in the region."

Table of Contents

Key Findings

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1 charts are included in the full report:

Mobile Latin America 2016: Argentina, Brazil, Chile, Colombia, Mexico and Peru

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