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

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Mobile Peru 2016: Updated Forecasts and Key Growth Trends

eMarketer Report

By: eMarketer

Published: August 15, 2016

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

Executive Summary

Of the six major economies in Latin America, Peru has the least developed mobile market. As a result, advertisers have resisted moving much of their digital budgets toward mobile. But that will continue to change over the next few years, as the number of smartphone users continues to increase, giving advertisers more reason to boost mobile investment.

  • Peru’s mobile connections reached 35.2 million in March 2016, representing 117.1% of the general population.
  • Peru’s mobile user base will expand 3.0% to reach 20.0 million in 2016—65.1% of the country’s population.
  • Smartphone users will total 8.6 million this year, increasing 18.6% since 2015. This will represent 27.9% of the population, which is the lowest penetration rate among the six Latin American markets in this eMarketer series, and the only one below the regional average.
  • Mobile phones and tablets represent less than 30% of internet traffic in Peru, the lowest such share in the region.
  • Android accounts for almost nine in 10 smartphone page views and more than two-thirds of tablet internet traffic. iOS still controls 29.1% of tablet queries but just 6.3% of smartphone online page views.
  • Mobile ad spending will represent 13.1% of total digital ad spending in Peru this year, well below the 29.4% average across all of Latin America.

"Android, the dominant operating system in just about every mobile category in Peru, powers nearly nine in 10 (87.9%) mobile phone page views in the country."

Table of Contents

The Current Mobile Picture in Peru

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Mobile Advertising

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19 charts are included in the full report:

Mobile Peru 2016: Updated Forecasts and Key Growth Trends

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

The Current Mobile Picture in Peru

Mobile Connections in Peru, 2007-March 2016 (millions and % change)

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

Mobile Phone Internet Users in Peru, Q1 2014-Q4 2015 (millions)

Share of Mobile Phone Internet Users in Peru, by Device and Carrier, Q4 2015 (% of total)

Mobile Devices

Mobile Connections in Peru, by Access Technology, 2014 & 2020 (millions)

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

Smartphone Ownership Share Among Smartphone Owners in Urban Peru*, by Brand, May 2015 (% of respondents)

Smartphone Ownership Among Adults in Select Countries, by Gender, May 2015 (% of respondents in each group)

Mobile Internet traffic

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

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

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

Mobile Activities

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

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

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

Mobile Buyer Share in Peru, by OS, Q1 2016 (% of total)

Mobile Advertising

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

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

Mobile Ad Spending

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