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Latin America's Media Market 2013
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Latin America's Media Market 2013

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This report brings together data from more than 200 studies to offer a detailed portrait of Latin America's media market, including: …

This report brings together data from more than 200 studies to offer a detailed portrait of Latin America's media market, including:
Media penetration in Latin American markets
The rise of Latin American consumers
Pay TV in Latin America: penetration and future projections
Social media penetration and influence on purchase decisions in Latin America
Mobile and smartphone penetration in Latin America
Use of mobile Internet in Latin America
Growth of print media in Latin America
Ad spend trends in Latin America and future projections
Mobile Internet growth in Latin America
E-commerce in Latin America and top-selling products among Latin american e-online shoppers
Mobile commerce in Latin America
Broadband in Latin America
Top social media sites in Latin America
Media penetration, ad spend, pay TV adoption, print media circulation, Internet penetration and Internet user preferences and trends for Argentina, Brazil, Caribbean, Central America, Chile, Colombia, Mexico, Peru, Uruguay, Venezuela and other markets within Latin America

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  • Seeking Media Sales Representation in Brazil:

    My client, a well-established technologically sophisticated multimedia B2B niche publisher located in the U.S., is seeking media sales representation of a market leading transportation magazine and digital solution product group in Brazil.

    My client's print and digital publications are currently the number one source for news and advertising to this particular transportation business segment.

    My client's Group Publisher for this title will be attending a meeting in Sao Paulo from November 4th - 8th, 2013 and would be available to meet qualified media sales organizations or independent representatives..

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  • 1. LATIN AMERICA’S MEDIA MARKET 2013
  • 2. CONTENTSPrint: Market Indicators of GrowthTV: Trends in Ad Spend & Pay TVPenetrationInternet: Audience size, future growth, siteswith most reach, user attitudes towardInternet advertising, average CTRs in regionand in major marketsE-commerce: Total sales for 2012, growth since2003, projected growth in key Latam markets,most popular productsMobile Market: Penetration of mobile phones,smartphones & tablets, the triple-digit growthof mobile Internet in Latin America andresponse to mobile advertisingA Growing Consumer Class:The surge of the class CMedia Penetration in Latin AmericaAd Spend Projections for Latam:2013 and 2014Social Media: Use, most popular sites, reach,influence on consumer purchase decisionsOnline Videos: The audience, consumption trendsand advertising potencial
  • 3. A GROWING CONSUMER CLASS:THE SURGE OF CLASS C
  • 4. Source: The World Bank, Economic Mobility and the Rise of the Latin American Middle Class1 in 3Families in Latin America aremiddle classIn the past decade, more than50 million people have joined themiddle class in Latin America.
  • 5. Sources: 1United Nations, 2World Bank, 3Cetelam report O Observador Brasil 2012, 4Consultora W, 5Departamento Administrativo Nacional deEstadística, 6Asociacion Mexicana de Agencias de Investigacion de Mercados y Opinión Pública, 7Asociación Peruana de Empresas deInvestigación de Mercados, 8Novomerc Chile7%21%3%31%7%13%47%55%52%33% 32%28%0%10%20%30%40%50%60%Argentina Brazil Chile Colombia Mexico PeruClasses ABClass CLATIN AMERICA’S MIDDLE CLASS (CLASS C)HAS BECOME A SIGNIFICANT PORTION OFTHE POPULATION IN SEVERAL KEY MARKETS.
  • 6. …PARTICULARLY IN BRAZIL. WHY?FIRST, IT’S GROWING RAPIDLY.105,000,000Brazilians were Class C in 2011 55%of the populationIn 2014 58%of the populationwill be Class C40,000,000 Brazilians joined ClassC between 2003-2011Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular
  • 7. SECOND, CLASS C IS SPENDING HUGELY:R$1.089 trillion2012Sources: IPC Target, FecomercioSPR$1.4 trillion*2015*more than classes A and B combined!
  • 8. MEDIA PENETRATIONIN LATIN AMERICA
  • 9. Source: IBOPE Media Book 2012Free TV Pay TV Radio Newspapers Magazines OOH InternetArgentina 95% 71% 68% 43% 21% 91% 54%Brazil 97% 35% 76% 34% 40% 86% 44%Chile 99% 60% 73% 48% 35% 90% 64%Colombia 94% 78% 68% 39% 32% 91% 63%Costa Rica 97% 58% 77% 81% 13% 94% 41%Ecuador 98% 24% 80% 65% 41% 99% 55%Guatemala 85% 63% 86% 74% 8% 99% 26%Mexico 97% 36% 54% 27% 27% 98% 48%Panama 94% 50% 62% 69% 12% 70% 51%Peru 98% 64% 84% 69% 23% 100% 60%Puerto Rico 87% 54% 84% 73% 22% 97% 44%Penetration by Medium, 2011TV, OUT-OF-HOME AND RADIO HAVE THE DEEPESTPENETRATION IN MANY LATIN AMERICAN COUNTRIES…BUT INTERNET IS GROWING SIGNIFICANTLY.
  • 10. AD SPEND PROJECTIONSFOR LATAM: 2013 AND 2014
  • 11. Zenith Optimedia projects 10% growth in ad spend for Latin America in 2013—twice the growth of North America and triple the growth of Western Europe2013 2014Latin America 10% 9%North America 4% 5%Western Europe 3% 3%Central & Eastern Europe 9% 9.9%Asia Pacific 7% 8%Middle East, North Africa 2.8% 2.3%Rest of World 9.3% 10%LATIN AMERICA IS THE WORLD’SFASTEST-GROWING REGION IN AD SPEND.
  • 12. Argentina: up 19.6% in first 9 months of2012, 31.6% growth in all of 20111Sources: 1Cámara Argentina de Agencias de Medios, 2WARC, 3Asociación Chilena de Agencias de Publicidad, 4Asomedios, 5Confederación dela Industria de la Comunicación Mercadotécnica, 6IBOPE Media Panamá, 7Compañía Peruana de Estudios de Mercados, 8Asociación Uruguayade Agencias de PublicidadLATIN AMERICA’S AD SPEND IS GROWINGSTRONGLY IN ALL MAJOR MARKETS.Brazil: up 10.7% in 2012, 9.8%projected growth in 20132Chile: 10.4% increase in all of 20113Colombia: 8.8% growth in 20114Mexico: up 14% in all of 20115Panama: up 7.7% in all of 20116Peru: up 9% in 20127Uruguay: up 5.6% in all of 20128
  • 13. AND BY 2014, BRAZIL WILL BECOMETHE #5 AD MARKET IN THE WORLD.Source: Zenith OptimediaRank CountryAd Spend in2014 (billions)#1 United States173,593#2 Japan53,434#3 China48,755#4 Germany27,548#5 Brazil22,216
  • 14. Source: Cámara Argentina de Agencias de Medios37.4%9.4%35.0%4.8%3.2% 5.0%1.3%6.1% Free TVPay TVNewspapersMagazinesRadioOOHCinemaInternetARGENTINA AD SPEND SHARE BY MEDIUM, 2011
  • 15. Source: Projeto Inter-MeiosBRAZIL AD SPEND SHARE BY MEDIUM, 2011Guides1.1%OOH 3%Cinema0.3%Radio 3.%Pay TV 4%Internet5.1%Magazines7.1%Newspapers11.8%Free TV 63%
  • 16. Source: Asociación Chilena de Agencias de Publicidad44.9%26.6%6.8%1.9%8.6%0.3%4.6%6.2%Free TVNewspapersRadioMagazinesOOHCinemaPay TVInternetCHILE AD SPEND SHARE BY MEDIUM, 2011
  • 17. Source: Confederación de la Industria de la Comunicación Mercadotécnica56%8%7%8%6%8%Free TVRadioPrintInternetPay TVOOHMEXICO AD SPEND SHARE BY MEDIUM, 2011
  • 18. Source: Compañía Peruana de Estudios de Mercados y Opinión Pública49.68%16.5%12.1%3.5%18.2%TVNewspapersRadioInternetNot specifiedPERU AD SPEND SHARE BY MEDIUM, 2011
  • 19. Source: Comité Certificador de Medios ANDA-FEVAP26.9%6%5.6%23.5%5.6%1.5%10.2%12.2%8.5%Free TVInternetPay TVNewspapersMagazinesCinemaRadioDirect mailOOHVENEZUELA AD SPEND SHARE BY MEDIUM, 2011
  • 20. PRINT MEDIAIN LATIN AMERICA
  • 21. • Latin American newspapers will grow in revenue by 5.5% per yearthrough 2016 to reach a total of US$10.4 billion1• Newspaper circulation went up by 5% in Latin America between 2006and 20112• In 2009 magazine ad spend dropped in every region—EXCEPT for LatinAmerica, and it’s forecast to grow through 20161• Latin American newspaper revenues went up by 65% between 2006and 20112• Newspaper circulation in Brazil grew by 1.8% in all of 2012 and in 2011grew by 3.5% to reach 4.4 million copies, a new record3• 11.9% CAGR growth is forecast for newspaper ad spend in Argentinathrough 20161• Magazines grew 33.7% in ad spend in Argentina in 20111• Newspapers grew by 50% in circulation in Peru between 2007 and 20124Sources: 1PriceWaterhouseCoopers Global Entertainment Media Outlook 2012-2016, 2WAN-INFRA,, 3Instituto Verificador de Circulação, 4KPMGPRINT IS STILL A STRONG MEDIUM THROUGHOUTLATIN AMERICA. MARKET INDICATORS THATSUGGEST THIS INCLUDE:
  • 22. Sources: Cámara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociación Chilena de Agencias de Publicidad, Asomedios, IpsaGroup Latin America, Compañía Peruana de Estudios de Mercados y Opinión Pública, Comité Certificador de Medios ANDA-FEVAPArgentina Brazil Chile Colombia Ecuador Peru Venezuela40%18%29%36%10%17%29%Print ranks #1 in adspend share inArgentina and #2 (afterfree TV) in Brazil, Chile,Colombia, Ecuador, Peruand VenezuelaPRINT ALSO COMMANDS A MAJOR PORTIONOF AD SPEND IN MANY LATAM MARKETS.Prints Share of Ad Spend in Key Latam Markets, 2011
  • 23. TV IN LATINAMERICA
  • 24. 37%63%45%49%56%47%54%Argentina Brazil Chile Colombia Mexico Peru UruguayPercentage of TV’s Ad Spend Share, 2011FREE TV RULES AD SPEND IN MOST OFLATIN AMERICA…Sources (left to right): Cámara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociación Chilena de Agencias de Publicidad, Asomedios,Confederación de la Industria de la Comunicación Mercadotécnica, Compañía Peruana de Estudios de Mercados, Asociación Uruguaya deAgencias de PublicidadFree TV Ad Spend Share in Major Latam Markets, 2011
  • 25. Sources: 1Dataxis, 2Anatel, 3Centro de Investigación en Innovación en Telecomunicaciones, 4LAMAC, 5IBOPEpay TV penetrationin Latam by 20171of homes in Brazilwill be subscribedto pay TV by 2018—potential audienceof 173 million28.5 millionhomes in Argentina have pay TV service4Projected penetrationof pay TV in Mexicoin 201334.2 millionhomes in Colombia have pay TV service5Percentage of TV’s Ad Spend Share, 2011…BUT PAY TV PENETRATION REACHED 50% IN ALLOF LATAM IN FEB 2012 AND IS GROWING RAPIDLY.68%90%50%
  • 26. INTERNET INLATIN AMERICA
  • 27. Sources: Internet WorldStats, comScore, Subsecretaría de Telecomunicaciones, Asociación Mexicana del Internet28,000,0001,985,97085,000,0009,086,00025,000,0002,000,0004,000,0004,000,0001,200,0002,200,0001,000,00040,600,000663,0001,500,0001,523,0009,900,0001,698,0001,855,00010,900,000ArgentinaBoliviaBrazilChileColombiaCosta RicaDominican RepublicEcuadorEl SalvadorGuatemalaHondurasMexicoNicaraguaPanamaParaguayPeruPuerto RicoUruguayVenezuelaPercentage of TV’s Ad Spend Share, 2011AS OF 2012, INTERNET COMMANDS A HUGEAUDIENCE IN LATIN AMERICA: 232 MILLION.
  • 28. Growth projections for specific markets:Sources: 1LACNIC, 2Comitê Gestor da Internet, 3Pyramid Group, 4Latin America & Caribbean Network Information Centre, 5Comisión Nacionalde Telecomunicaciones de ParaguayPercentage of TV’s Ad Spend Share, 2011BY 2015, THERE WILL BE 60% INTERNET PENETRATION INLATIN AMERICA AND 120 MILLION ADDITIONAL USERS.1Brazil 168 million by 2014, up from 85 million in 20122Chile 16.4 million by 2015, up from 9 million in 20123Ecuador 7.5 million by 2015, up from 4 million in 20124Mexico 65 million by 2015, up from 40 million in 20124Paraguay 3.4 million by 2015, up from 1.5 million in 20125
  • 29. Types of Web Sites with Deepest Reach amongthe Region’s Internautas:Source: Futuro Digital, comScore, March 201297.5%96.3% 96.7% 96.4%86.3%85.3%Portals Search Entertainment Social Media News CommunityPercentage of TV’s Ad Spend Share, 2011HERE’S WHERE TO REACH LATIN AMERICA’SINTERNET USERS.
  • 30. • 67% of female shoppers in Brazil use the Internet as a source before shopping forproducts and services1• 95% of Brazilian consumers look for information online before buying a car2• 68% of Brazilian Internet users say that online ads influence their purchasingdecisions3• 57% of Brazilian Internet users say that Internet ads motivate them to buy theproducts that are advertised4Sources: 1Oh! Panel, 2IDG, 3Deloitte Media Democracy, 4IAB Brasil, 5Asociación Mexicana de Internet, 6Estudio Colombiano del Internet 2011• 75% of Mexican Internet users stop to view online ads5• 83% of Mexican Internet users recall online ads5• Product categories with highest recall include computer products (50%), movies(46%), mobile phones (45%), banks (32%) and software (32%)5• 53% like seeing ads on social media sites and 61% recall ads they see on socialmedia sites5• Preferred online ad formats for Colombian Internet users are banners (37%),videos (35%) and sponsored links6• 7 out of 10 Colombians check opinions and recommendations on socialmedia before buying a product1• Internet is the #2 medium that motivates Colombians to buy products6LATIN AMERICANS IN KEY MARKETS ARE WELL-DISPOSED TOWARDS INTERNET ADVERTISING.
  • 31. Average Click-Thru Rate Latin America North AmericaStandard banner (overall) 0.14% 0.10%728X90 0.14% 0.09%120X600 0.12% 0.07%160X600 0.15% 0.08%Mobile banner 0.48% 0.86%Rich media 0.34% 0.15%Source: MediaMind Global Benchmarks Report H1 2012LATIN AMERICANS HAVE SIGNIFICANT HIGHER CTRS THANNORTH AMERICANS FOR STANDARD BANNERS AND ALSOFOR RICH MEDIA.
  • 32. Source: MediaMind Global Benchmarks Report H1 2012Average Click-Thru Rate Argentina Brazil Central America Chile Colombia Mexico PeruStandard banner (overall) 0.13% 0.14% 0.15% 0.12% 0.13% 0.15% 0.19%728X90 0.13% 0.15% 0.13% 0.13% 0.14% 0.13% 0.25%120X600 0.11% 0.13% 0.10% 0.12% N/A 0.10% N/A300X250 0.13% 0.15% 0.17% 0.23% 0.19% 0.17% 0.21%160X600 0.14% 0.12% 0.17% 0.23% 0.17% 0.17% 0.18%Rich Media 0.42% 0.22% 0.45% 0.25% 0.72% 0.44% 0.58%Enhanced std. banner 0.07% 0.11% 0.09% N/A N/A 0.09% N/A728X90 N/A N/A 0.08% N/A N/A 0.08% N/A120X600 N/A N/A 0.06% N/A N/A 0.06% N/A300X250 0.07% N/A 0.17% N/A N/A 0.17% N/APolite Banner 0.18% 0.11% 0.15% 0.17% 0.16% 0.15% N/AFloating Ad 1.93% 0.44% 2.59% N/A 3.23% 2.59% 1.01%Expandable Formats 0.43% 0.31% 0.54% 0.23% 0.61% 0.53% 0.68%234X60 0.54% 0.55% 0.69% 0.50% 0.96% 0.69% 0.86%728X90 0.27% 0.40% 0.48% n/A N/A 0.43% 0.99%160X600 N/A 0.23% 0.32% n/A N/A 0.32% N/A300X250 0.42% 0.20% 0.55% 0.43% N/A 0.56% 0.36%PushDownBanner 0.36% 0.17% 0.27% n/A 0.26% 0.27% 0.26%IN SEVERAL KEY LATAM MARKETS, FLOATING ADSPERFORM WELL & 300 X 250 STANDARD BANNERSGENERALLY HAVE HIGHER THAN AVERAGE CTRS.
  • 33. Source: IAB Brasil42%55%3%DisplaySearchOtherBREAKDOWN OF 2011 ONLINE AD SPEND, BRAZIL
  • 34. Source: IAB Chile49%51%Search, Directories,SocialDisplayBREAKDOWN OF 2011 ONLINE AD SPEND, CHILE
  • 35. Source: IAB Colombia70%17%8%2.50% 1.16% 1.01%DisplaySearchSocial mediaVideoMobileEmail marketingBREAKDOWN OF 2011 ONLINE AD SPEND, COLOMBIA
  • 36. Source: IAB México61%28%12%DisplaySearchClassifiedBREAKDOWN OF 2011 ONLINE AD SPEND, MEXICO
  • 37. Source: IAB Perú53%47% DisplaySearchBREAKDOWN OF 2011 ONLINE AD SPEND, PERU
  • 38. Source: IAB Uruguay36%35.60%19%3%3%2%5% DisplaySearchProduction ofmaterialsEmail marketingMobileServicesOtherBREAKDOWN OF 2011 ONLINE AD SPEND, URUGUAY
  • 39. SOCIAL MEDIA INLATIN AMERICA
  • 40. Of Latin AmericanInternet users are onsocial media11Sources: 1comScore, 2SocialbakersSocial media have deep penetrationand heavy engagement in the region.Growth in Facebook users in2011 in Latin America: morethan 168 million usersaround the region2Of total time spent onlinein Latam is spent on socialmedia sites195% 50% 28%
  • 41. • 73% of Latin Americans regularly readcomments about brands on social media• 66.9% trust these comments• 62% say these comments influence theirpurchase decisionsSource: Oh! Panel study, May 2011Social media influence the purchasedecisions of 62% of Latin Americans.• 58.9% of Latin Americans go on social mediato find product information• 36.8% of Latin Americans follow brands onsocial media• 78.6% follow brands to learn about newproducts offered by that brand
  • 42. Source: comScoreFacebook is Latam’s America’s most popularsocial media site but other sites have grownhugely in the region.5,000% 2,500%97%86% 43%Increase in Unique Visitors, November 2011 to November 2012
  • 43. ONLINE VIDEOS INLATIN AMERICA
  • 44. 11.5 million videos watched every month inArgentina, Brazil, Chile and MexicoSource: comScoreOnline video consumption has spikedsignificantly in Latin America.96%: online videos have the deepest reach inArgentina, followed by Chile (92%),Brazil (84%) and Mexico (81%)172 online videos a month are watched byChileans, while Mexicans watch 155 per month,Brazilians watch 125 per month and Argentineswatch 117 per month
  • 45. • Advertisers fail to reach 30% ofthe audience via just TV but cangain 16% of effective reach bycombining TV and online videoadvertising1Sources: 1comScore, 2YouTubeBesides growth, online video offersmajor opportunities for ROI.Average growth of 37.5%In online videos watched inArgentina, Brazil, Chile and Mexicobetween 2011 and 20121Brazil is the6th largest market in theworld forin terms of videos watched2In 2011, video views onYouTube grew 67% inBrazil2
  • 46. E-COMMERCE INLATIN AMERICA
  • 47. Source: América Economía & Visa Latin America E-Commerce study, 201226%projectedgrowth in 2012E-COMMERCE IN LATIN AMERICA HAS GROWNBY 27 TIMES SINCE 2003.E-commercesales in Latamin 2003:US$1.6 billionE-commerce salesin Latam in 2011:US$43 billionUS$69 billionProjected e-commerce sales forLatin America in 2013
  • 48. ClothesComputer electronicsMusic, movies or videosAppliancesComputer hardwareSource: comScoreOVERALL, CLOTHES ARE THE PRODUCT THATLATIN AMERICANS BUY THE MOST ONLINE.A 2012 comScore e-commerce study of Latin America revealed the most popularproducts among online shoppers in the region:12345678910Entertainment ticketsVacation/travelHealth and beauty careBooks and magazinesSports and fitness
  • 49. Sources: 1América Economía & Visa E-Commerce Study, Latin America, 2012, 2e-bitThe percentage ofe-commerce sales inLatin America that aregenerated in Brazil12012 e-commerce sales in Brazil2Projected 2013 e-commercesales in Brazil2BRAZIL IS THE LEADING E-COMMERCE MARKETIN LATIN AMERICA…59%US$11billionUS$14billion
  • 50. …BUT OTHER LATIN AMERICAN MARKETSARE POSTING STRONG E-COMMERCENUMBERS.Sources: 1América Economía & Visa Latam E-commerce study, 2012, 2Asociación Mexicana del Internet, 3Cámara Argentina de ComercioElectrónico, 4Cámara Colombiana de Comercio Electrónico,Mexico• #2 e-commerce market in Latam1• US$6.2 billion in sales in 2012, 46% growth2• Top 5 selling products are (#1) plane/traintickets, (#2) tickets to shows, (#3) hotelreservations, (#4) electronics, (#5) clothes2Argentina• US$3.3 billion in sales in 2012, 32%growth compared to 20113• 5 best-selling products are (#1)smartphones, (#2) women’s clothes,(#3) car accessories, (#4) men’s clothes,(#5) home decor3Colombia• US$2 billion in sales in 20124Chile• US$1.7 billion in sales in 20121• 14% growth compared to 20111
  • 51. LATIN AMERICA’SMOBILE MARKET
  • 52. MOBILE PENETRATION IN LATIN AMERICA IS AT 105%AND WILL REACH 130% BY 20151.Sources: 1GSMA, Comisión Nacional de Comunicaciones de Argentina, Anatel, Subsecretaría de Telecomunicaciones, Ministerio de Tecnologías de laInformación y las Comunicaciones, Ministerio de Ambiente, Energía y Telecomunicaciones, Superintendencia de Telecomunicaciones, PyramidResearch, Superintendencia de Telecomunicaciones, Unión Internacional de Telecomunicaciones, Everis, Oficina de Desarrollo de lasTelecomunicaciones de la UIT, El Ministerio de Transportes y Comunicaciones, Instituto Nacional de Estadísticas, Comisión Nacional deTelecomunicaciones, Vision Mobile, Google, 3D Chile, LG Mobile Colombia, IDC, Futuro Labs142%124%129%100% 101%89%98%20%14%30%7% 10%20%11%0%20%40%60%80%100%120%140%Argentina Brazil Chile Colombia Costa Rica Mexico PeruMobile penetration Smartphone penetrationMobile & Smartphone Penetration in Major Latam Markets
  • 53. Argentina: 43% increase in tablet sales in2012: 340,000 units sold1Sources: 1IDC, 2IT Data, 3GfkChile, 4Gremial de Empresas de Informática, 5Dominio ConsultoresTABLET ADOPTION IS LOW COMPARED TO OVERALLPOPULATION BUT SALES ARE SPIKING IN SEVERALLATAM MARKETS.Brazil: Tablet sales reached 3.1 millionin 2012 and are projected to reach 5.1 million in 20132Chile: 27,300 tablets sold in first quarter of 2012,11.5% share of portable PC market in the country3Guatemala: 40,000 tablets sold during Jan-June 2012,52% more than Jan-June 20114Peru: Tablet sales increased by 334%in the first half of 20125Mexico: Tablet sales reached 2.2 million in 2012and will reach 4.3 million units by 20161
  • 54. Sources: 1Huawei, 2Convergencia Research, 3COFETEL, 4Ministerio de Transportes y Telecomunicaciones, 5Nokia, 6Unidad Reguladora de losServicios de ComunicaciónIncrease in Argentina’smobile broadbandsubscribers, 2010-20122Growth in Brazil’s mobilebroadband subscribers,2010-20121Chile’s growth inmobile broadbandconnections, 20114México’s growth in mobilebroadband subscriptions,2011-20123Increase inColombia’s mobileInternet use, 20115Uruguay’s growth inbroadbandconnections in 20116MOBILE INTERNET IS GROWING HUGELY INLATIN AMERICA.421% 194% 107%105% 69% 60%
  • 55. LATIN AMERICANS ARE SHOWING STRONGRESPONSE TO MOBILE ADS.Sources: 1MediaMinds, 2Hunt Mobile AdsAverage CTR for mobilebanners in LatinAmerica, higher thanthat of Australia,Eastern Europe andmost of Asia1Of Latam mobiledevice usersrespond favorabllytogeo-targeted ads1Mobile ad CTRfor Colombia2Mobile ad CTRfor Mexico2Mobile ad CTRfor Brazil2Mobile ad CTRfor Argentina2.60% .56% .61% .52%33% .48%
  • 56. Launched in 2003, US Media Consulting is a leading mediaservices firm that specializes in building links to reach Brazil, LatinAmerica and U.S. Hispanics• Starting with a client’s goals, we devise media solutions that deliverpowerful results via strategic media selection and execution• Our team specializes by media type—including Internet, onlinevideo, mobile, SEM, print, broadcast and OOH• For agencies and advertisers, our expertise streamlines campaignexecution while maximizing impact• For media owners, we add sales firepower through specialistsacross the region and in all of our core markets• See www.usmediaconsulting.com for more informationAbout US Media Consulting