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

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Mobile Mexico 2016: Updated Forecasts and Key Growth Trends

eMarketer Report

By: eMarketer

Published: June 27, 2016

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

Executive Summary

The continued decline of mobile service costs and the rise in smartphone adoption will help moderately increase mobile internet usage in Mexico this year, though the country’s mobile phone uptake in general remains low compared with many of its neighbors in Latin America.

  • Mexico’s mobile connections will reach 110.4 million this year, representing 90.3% of the country’s population. It is the only major economy in Latin America yet to reach full penetration in this metric.
  • There will be 44.2 million smartphone users in Mexico in 2016, giving it a 36.1% penetration rate. The absolute number of users makes Mexico the second-largest smartphone market in Latin America.
  • Android dominates smartphone traffic in Mexico, with nearly nine in 10 mobile page views powered by Google’s operating system. Apple’s iOS still controls over half of tablet queries.
  • Mobile ad spending will represent 41.7% of total digital ad spending in Mexico this year, by far the largest level of mobile investment of any major market in Latin America.
  • Roughly 80% of mobile ad impressions are served to Android devices and nearly nine out of 10 ads are shown in apps (the rest land on mobile browsers).

"Mexico’s mobile phone user base will total 84.4 million in 2016, or 69.0% of the population. That tally will increase to 90.7 million by 2020, a sign that such devices remain hard to reach for many in the country."

Table of Contents

The Current Mobile Picture in Mexico

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Mobile Advertising

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23 charts are included in the full report:

Mobile Mexico 2016: Updated Forecasts and Key Growth Trends

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

The Current Mobile Picture in Mexico

Mobile Connection Share in Mexico, Prepaid vs. Postpaid, 2011-2015 (% of total)

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

Devices Used to Access the Internet Among Internet Users in Mexico, Dec 2015 (% of respondents)

Devices Owned by Internet Users in Mexico, Dec 2015 (% of respondents)

Mobile Devices

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

Smartphone User Share in Mexico, by Brand, Q4 2015 (% of total)

Tablet User Penetration in Latin America, by Country, 2014-2020

Tablets in Use in Mexico, Q1 2012-Q2 2015 (millions)

Share of Tablets in Use in Mexico, by Brand, Q2 2013, Q2 2014 & Q2 2015 (% of total)

Demographic Profile of Mobile Users

Mobile Phone User Penetration in Mexico, by Age, 2014-2020 (% of population)

Smartphone User Penetration in Mexico, by Age, 2014-2020 (% of mobile phone users)

Smartphone User Metrics in Mexico, by Gender, 2014-2020

Mobile Internet Traffic

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

Mobile Data and Device Metrics in Mexico, 2015 & 2020

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

Mobile Activities

Mobile Phone Social Network Users and Penetration in Mexico, 2014-2020

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

Mobile Phone Messaging App Users and Penetration in Mexico, 2014-2019

Mobile Advertising

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

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

Mobile Ad Spending

Digital Ad Spending Share in Mexico, by Device, 2011-2014 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Mexico, 2014-2020

Daypart During Which Internet Users in Mexico Access the Internet, by Device, Dec 2015 (% of respondents)