Latin American Mobile Economy snapshot

The Global Media
Intelligence Report
Latin America

The Global Media Intelligence Report: Latin America Copyright ©2012 eMarketer, Inc. All rights reserved. LA-1
Latin America
Thanks to a wealth of natural resources, rising
investment and an expanding consumer base, Latin
America has been partly sheltered from economic
problems elsewhere, such as the financial turmoil
in the eurozone.Yet all parts of the region—Central
and South America and the Caribbean—are directly
exposed to economic conditions in North America,
and may see adverse effects if the US is hurt by
Europe’s crises or hobbled by further downturns in
domestic demand. Real GDP in Latin America rose
4.5% in 2011, according to the July 2012 “Worldwide
Economic Outlook Update” prepared by the
International Monetary Fund (IMF).The rate of
growth is expected to drop slightly, to 3.4% in 2012,
before climbing back to 4.2% in 2013.
These solid economic gains mean bigger budgets for many
advertisers. Ad spending in Latin America topped $30 billion
in 2011, eMarketer estimates, and will reach nearly $35 billion
in 2012, a rise of 12%. Growth rates are expected to average
about 10% during the next four years and drive spending
on measured media to $51.33 billion. Brazil will continue to
account for more than half of all ad spending in the region,
but Argentina, representing 14% in 2012, is the area’s fastest-
growing advertising market and has already overtaken Mexico
to occupy second place in ad dollars regionally.
billions
Total Media Ad Spending in Latin America, by Country,
2010-2016
$27.41
$30.94
$34.65
$38.12
$42.69
$46.75
$51.33
Brazil Argentina Mexico Other
Note: includes digital (online and mobile), directories, magazines,
newspapers, outdoor, radio and TV; numbers may not add up to total due
to rounding
Source: eMarketer, Sep 2012
141858 www.eMarketer.com
20112010 2012 2013 2014 2015 2016
$14.81
$3.17
$3.73
$5.69
$16.58
$4.12
$4.05
$6.19
$18.46
$4.95
$4.47
$6.77
$20.12
$5.83
$4.85
$7.33
$22.53
$6.87
$5.28
$8.00
$24.78
$7.57
$5.69
$8.70
$27.63
$8.22
$6.08
$9.39
141858
Internet penetration in Latin America is relatively poor, except
in urban areas. As a result, fewer than half (42.6%) of the
region’s residents, some 255 million people, will be online in
2012. This proportion is rising by several percentage points
each year, an encouraging trend when household penetration
of broadband is only 30% in 2012. Countries with more robust
infrastructure—notably Argentina—will demonstrate levels of
web usage well above the regional average.
% of population in each group
Internet User Penetration in Latin America, by
Country, 2011-2016
2011 2012 2013 2014 2015 2016
Argentina 49.8% 54.3% 58.7% 63.0% 66.8% 68.0%
Brazil 39.0% 42.0% 44.0% 46.0% 47.0% 48.0%
Mexico 35.5% 40.5% 44.5% 48.0% 51.1% 53.8%
Other 37.1% 42.1% 46.1% 49.7% 52.9% 55.4%
Latin America 38.4% 42.6% 46.0% 49.0% 51.5% 53.4%
Note: individuals of any age who use the internet from any location via any
device at least once per month
Source: eMarketer, Feb 2012
136973

Latin America
With internet penetration so low, it is no surprise that digital
ads represent a mere fraction of all advertising expenditures.
Inevitably, though, that share is climbing. Digital advertising
will make up 10.4% of total ad spending in 2012, eMarketer
estimates, and will account for 15% by 2016.
billions
Digital Ad Spending in Latin America, by Country,
2010-2016
2010 2011 2012 2013 2014 2015 2016
Brazil $1.12 $1.46 $2.05 $2.45 $3.14 $3.61 $4.13
Mexico* $0.28 $0.40 $0.53 $0.70 $0.92 $1.13 $1.34
Argentina $0.22 $0.34 $0.47 $0.59 $0.77 $0.94 $1.11
Other $0.41 $0.48 $0.57 $0.68 $0.84 $1.01 $1.10
Latin America $2.03 $2.67 $3.62 $4.43 $5.67 $6.69 $7.68
Note: includes advertising that appears on desktop and laptop computers
as well as mobile phones and tablets, and includes all the various formats
of advertising on those platforms; excludes SMS, MMS and P2P
messaging-based advertising; numbers may not add up to total due to
rounding; *eMarketer benchmarks its Mexico online ad spending
projections against the IAB México/PwC data for which the last full year
measured was 2011
144756
Latin America boasts far more mobile phone users—nearly
390 million in 2012—than web users. Yet here too there is
enormous untapped potential. eMarketer estimates that fewer
than two-thirds of the entire population will own a mobile this
year, and less than one in four of those individuals will have a
smartphone. Across the region, the number of people using a
mobile handset to go online in 2012 will reach 100 million.
Despite the slow advance of some technologies, internet
users in Latin America have seized many digital opportunities
with enthusiasm. For example, the region currently posts
some of the world’s most impressive levels of social
networking, according to eMarketer calculations. Data from
comScore also points to extraordinarily high social networking
engagement in early 2012. Brazil is reckoned to have one
of the highest proportions of internet users using social
networks (74% in 2012) anywhere in the world, eMarketer
estimates. Overall, 68.9% of web users in the region will be
regular visitors to social sites this year—well above the global
average of 61.9%. The regional average will continue to exceed
the worldwide average by more than five percentage points
through 2014.
% of internet users in each group
Social Network User Penetration Worldwide, by
Region, 2010-2014
2010 2011 2012 2013 2014
Middle East & Africa 55.9% 62.8% 70.2% 76.6% 80.2%
Eastern Europe 65.1% 67.6% 69.0% 71.5% 73.1%
Latin America 60.9% 65.3% 68.9% 72.4% 74.9%
North America 60.0% 63.6% 65.8% 66.9% 68.0%
Asia-Paciﬁc 46.8% 52.3% 58.1% 63.7% 67.9%
Western Europe 44.0% 49.8% 54.2% 57.8% 60.5%
Worldwide 52.2% 57.2% 61.9% 66.4% 69.6%
Note: internet users who use a social network site via any device at least
once per month
Source: eMarketer, Aug 2012
143648

Argentina
■■ The influence of TV in Argentina may be waning, but only
minimally. Over 95% of residents ages 12 to 75 watched
free-to-air broadcasts at least once a week in 2011,
according to TGI Latina’s “2011 Argentina Study, Waves 1–4,”
and over 71% were monthly cable or satellite TV viewers.
Newspapers and magazines appear to have lost readers
in 2011, and attracted smaller audiences than the web.
Internet usage is higher than elsewhere in Latin America.
But penetration, estimated by eMarketer at 54.3% in 2012,
remains far below that of North America, Western Europe or
parts of Asia-Pacific.
■■ Nearly 23 million consumers in Argentina will go online
at least once a month in 2012, eMarketer estimates. This
group has been expanding by double digits annually, though
growth will drop below 10% in 2013. By 2015, two-thirds of
the country’s residents will use the web. Demographically,
the online population still reveals a younger, male bias.
Over 64% of those online in 2011 were ages 12 to 34, and
52% were male, TGI reported. The company also found
that more than one-third of internet users came from the
lowest socioeconomic levels, and for the first time, the
most affluent consumers accounted for less than 20% of
web users.
■■ Broadband is finally reaching substantial numbers of
residents. The tally of fixed broadband subscriptions in
Argentina surged by nearly 45% in 2011, to 7.4 million,
and will top 9 million in 2012, according to eMarketer
projections. But household penetration will likely not pass
50% until 2014.
■■ As TGI noted, only television enjoyed wider reach than
mobile phones in 2011. More than 33 million people in
Argentina will own a mobile phone in 2012—some 79% of
the population, according to eMarketer forecasts. Mobile
penetration is expected to hit 84% in 2016, as usage
spreads through all age and income brackets. In addition,
the pronounced female bias among mobile users reported
by TGI Latina in 2010 diminished last year. In 2011, 51.2% of
Argentina’s mobile phone users were female, vs. 48.8% male.
■■ Despite high mobile phone penetration, smartphones are
not widespread. The number of smartphone users will
leap 40% in 2012, eMarketer predicts, but will amount
to no more than 7.7 million—less than one-quarter of
Argentina’s mobile phone users and around 18% of the
entire population. The market for advanced mobile handsets
is still embryonic, and users display several “early adopter”
characteristics. Some 59% of smartphone owners were
male in 2011, according to TGI, and 64% were ages 12 to 34.
■■ As in many other countries, mobile web usage correlates
closely with smartphone ownership. eMarketer estimates
that just 8 million residents will go online via mobile at least
once per month in 2012. But the outlook for mobile web use
is excellent. In 2016, nearly half of Argentina’s mobile phone
users—around 17 million people—will use a handset to
access the web.
■■ Research firms agree that 2011 was a boom year for
Argentina’s advertising sector. Spending in all measured
media grew by a remarkable 30%, according to eMarketer
estimates, to reach $4.1 billion. Most other sources also put
2011 growth at similar levels. Looking to 2012 and beyond,
eMarketer has projected slightly higher totals than the majority
of other firms, but the variation is not great.The clear outlier is
PricewaterhouseCoopers (PwC), whose projected spending
figures are substantially lower than all others.
■■ Spending on digital ads is rising more quickly than
any other category—by 55% in 2011 alone, eMarketer
estimates. The internet became Argentina’s third most
important media channel for advertising in 2011, according
to ZenithOptimedia, and will consolidate that position
in coming years. Yet digital spending, including online
and mobile formats, will constitute only 9.5% of total ad
spending in 2012, eMarketer predicts. The actual value
of Argentina’s online ad market is also hotly debated.
eMarketer has forecast that digital spending will reach
$470 million this year. Other recent estimates of 2012
spending range from $110 million (PwC, June 2012) to $358
million (ZenithOptimedia, June 2012). eMarketer’s figure is
higher chiefly because it includes several types of digital
advertising, such as email and lead generation, which other
firms do not. Mobile advertising will amount to an estimated
$11 million this year, a gain of 73% compared to 2011.
■■ In October 2011, Cristina Fernández de Kirchner was re-
elected to a second four-year term as Argentina’s president.
Such continuity has its dangers, however, as Fernández has
shown a tendency to ad hoc actions that may undermine
financial stability and weaken important institutions.According
to the Economist Intelligence Unit (EIU),Argentina’s current
legal, economic and regulatory environment makes it “one of
the less attractive investment locations” among the world’s
emerging economies.As of mid-2012, the EIU also noted
that inflation—pegged by numerous analysts between 10%
and 22%, the highest in the region—and public unease at
wage stagnation were both contributing to a looming crisis of
consumer and business confidence. GDP did rise by 8.9% in
2011, but the EIU expected the rate of growth to plummet this
year, to just 2.1%, prior to a 2.7% gain in 2013.

Argentina
Population
millions
Population in Argentina, 2010-2020
2010
41.3
50
100
2012
42.2
2014
43.0
2016
43.8
2018
44.6
2020
45.4
Note: population as of July for each year
Source: US Census Bureau, International Data Base, June 27, 2012
142190
Media
% of population
Media Penetration in Argentina, 2011
TV viewers (1) 95.2%
Mobile phone owners 76.3%
Cable/satellite TV viewers (1) 71.4%
Radio listeners (2) 68.3%
Internet users (3) 53.6%
Newspaper readers (4) 43.2%
Magazine readers (5)21.4%
Mobile internet users (6)7.1%
Note: ages 12-75; (1) viewed in the past week; (2) listened yesterday; (3)
used in the past 30 days; (4) read weekday and Sunday publications; (5)
read any publication; (6) mobile phone owners who use WAP internet
Source: TGI Latina, "2011 Argentina Study, Waves 2-4, 2011, Wave 1, 2012,"
2012; provided by Starcom MediaVest Group, June 1, 2012
141184
% of total
Demographic Proﬁle of Media Users in Argentina, 2011
Internet users (1)
Mobile phone owners
TV viewers (2)
Cable/satellite TV viewers (2)
Radio listeners (3)
Magazine readers (4)
Newspaper readers (5)
Gender
Male
Female
Age
12-19
20-24
25-34
35-44
45-54
55-64
65-75
Socioeconomic status
ABC1
C2
C3
D1
D2
52.0%
48.0%
26.0%
16.0%
22.3%
15.6%
11.7%
5.9%
2.5%
19.2%
15.2%
31.0%
21.9%
12.7%
48.8%
51.2%
17.7%
13.4%
21.7%
18.1%
15.1%
9.2%
4.8%
13.9%
11.9%
26.5%
26.8%
21.0%
47.7%
52.3%
18.8%
11.9%
19.2%
16.7%
14.5%
10.2%
8.8%
10.9%
9.8%
24.5%
27.8%
27.0%
49.0%
51.0%
19.3%
11.5%
19.4%
16.1%
14.6%
10.5%
8.6%
14.7%
12.2%
26.4%
26.4%
20.4%
48.9%
51.1%
17.8%
12.1%
19.3%
16.5%
14.1%
10.9%
9.3%
11.3%
10.0%
24.7%
27.9%
26.0%
38.9%
61.1%
18.9%
11.0%
20.2%
17.6%
15.2%
10.2%
6.9%
16.5%
11.7%
25.5%
25.1%
21.2%
50.5%
49.5%
12.3%
11.2%
20.7%
17.6%
17.1%
11.7%
9.3%
16.9%
11.8%
25.2%
25.0%
21.2%
Note: numbers may not add up to 100% due to rounding; (1) used in the
past 30 days; (2) viewed in the past week; (3) listened yesterday; (4) read
any publication; (5) read weekday and Sunday publications
141185
Internet
millions, % of population and % change
Internet Users and Penetration in Argentina, 2011-2016
2011
20.8
49.8%
11.1%
2012
22.9
54.3%
10.1%
2013
25.0
58.7%
9.2%
2014
27.1
63.0%
8.4%
2015
29.0
66.8%
7.0%
2016
29.8
68.0%
2.7%
Internet users % of population % change
136989

Argentina
Comparative Estimates: Internet Users and
Penetration in Argentina, 2010-2012
2010 2011 2012
Internet users (millions)
eMarketer*, Feb 2012 18.7 20.8 22.9
comScore Inc.**, May 2012 - 12.9 13.4
Prince & Cooke, Dec 2011 26.5 30.5 -
Internet user penetration (% of population)
eMarketer*, Feb 2012 45.3% 49.8% 54.3%
TGI Latina***, June 2012 - 53.6% -
ITU, July 2012 - 47.7% -
Note: *individuals of any age who use the internet from any location via
any device at least once per month; **ages 15+; home and work locations;
data is for Jan of each year; ***ages 12-75; used in the past 30 days
Source: eMarketer, Feb 2012; various, as noted, 2011 & 2012
143240
Gender Age
% of total
Demographic Profile of Internet Users in Argentina,
2011
Male
52.0%
Female
48.0%
12-19
26.0%
20-24
16.0%
25-34
22.3%
35-44
15.6%
45-54
11.7%
55-64
5.9%
65-75
2.5%
ABC1
19.2%
C2
15.2%
C3
31.0%
D1
21.9%
D2
12.7%
Note: used in the past month; numbers may not add up to 100% due to
rounding
141190
Fixed Broadband Households and Subscriptions
in Argentina, 2010-2016
Households (millions)
—% change
—Household penetration
Subscriptions (millions)
—% change
2010
4.2
21.8%
37.5%
5.1
19.5%
2011
4.8
14.9%
42.7%
7.4
44.7%
2012
5.3
10.4%
46.7%
9.0
21.4%
2013
5.7
7.2%
49.6%
10.4
14.7%
2014
6.0
5.1%
51.7%
11.3
8.9%
2015
6.2
3.6%
53.1%
11.8
4.8%
2016
6.3
2.7%
54.1%
12.3
3.9%
Note: includes connections with permanent access to the internet via
cable modem, DSL, fiber and wireless/satellite technologies; excludes
mobile
Source: eMarketer, April 2012
139108
Comparative Estimates: Fixed Broadband Households
and Penetration in Argentina, 2010-2012
2010 2011 2012
Fixed broadband households (millions)
eMarketer*, April 2012 4.2 4.8 5.3
GroupM, April 2012 3.8 4.3 4.7
INDEC**, March 2012 5.1 8.1 -
Fixed broadband household penetration (% of households)
PwC, June 2012 43.2% 50.6% 55.6%
eMarketer*, April 2012 37.5% 42.7% 46.7%
GroupM, April 2012 33.0% 36.0% 39.0%
Note: *includes connections with permanent access to the internet via
mobile; **data is for Dec of each year
Source: eMarketer, April 2012; various, as noted, 2012
143241
Social Network Users and Penetration in Argentina,
2010-2014
Social network users (millions)
—% change
—% of internet users
—% of population
2010
11.6
39.4%
61.8%
28.0%
2011
14.1
22.0%
67.9%
33.8%
2012
15.9
12.7%
69.5%
37.7%
2013
17.8
11.5%
71.0%
41.7%
2014
19.5
9.9%
72.0%
45.4%
once per month
143662
% of internet users
Comparative Estimates: Social Network User
Penetration in Argentina, 2011 & 2012
Ipsos*,
March 2012
eMarketer,
Aug 2012
comScore Inc.**,
Dec 2011
Randstad,
March 2011
TGI Latina,
June 2012
2011
-
67.9%
96.0%
84.0%
64.8%
2012
76.0%
69.5%
-
-
-
Usage
Visited in past 3 months
Use via any device at
least once per month
-
Have a profile
Used in past 30 days
Age
16-64
All ages
15+
18-65
12-75
Note: *includes social network sites, forums or blogs; **home and work
locations; data is for Oct
Source: eMarketer, Aug 2012; various, as noted, 2011 & 2012
143243

Argentina
% of total
Demographic Proﬁle of Social Network Users
in Argentina, 2011
Note: among internet users who used in the past month; numbers may not
add up to 100% due to rounding
Gender Age
Female
50.4%
Male
49.6%
12-19
31.2%
20-24
19.2%
25-34
24.1%
35-44
13.8%
45-54
7.6%
55-64
3.2%
65-75
0.9%
ABC1
17.1%
C2
15.0%
C3
32.2%
D1
21.9%
D2
13.8%
141191
Facebook Users and Penetration in Argentina,
2010-2014
2010 2011 2012 2013 2014
Facebook users (millions) 8.0 12.3 14.2 16.3 18.2
—% change 91.3% 53.0% 15.7% 14.3% 11.7%
—% of social network users 69.4% 87.0% 89.4% 91.5% 93.1%
—% of internet users 42.9% 59.1% 62.1% 65.0% 67.0%
—% of population 19.4% 29.4% 33.7% 38.2% 42.2%
Note: internet users who access their Facebook account via any device at
143703
Mobile
Mobile Connections in Argentina, 2010-2016
2010
56.7
137.1%
12.5%
2011
57.7
138.1%
1.8%
2012
58.7
139.2%
1.8%
2013
59.8
140.3%
1.8%
2014
60.8
141.2%
1.6%
2015
61.7
142.1%
1.6%
2016
62.6
142.8%
1.4%
Mobile connections % of population % change
Note: data is for Dec of each year; includes the total number of mobile
connections, for mobile phones as well as for nonvoice devices, such as
internet access devices (e.g., wireless modem cards, netbooks and mobile
Wi-Fi hotspots), ereaders, tablets and telematics systems
139354
Comparative Estimates: Mobile Connections and
Penetration in Argentina, 2010-2012
2010 2011 2012
Mobile connections (millions)
BuddeComm, May 2012 51.9 55.6 58.9
eMarketer, April 2012 (1) (2) 56.7 57.7 58.7
GSM Association, Feb 2012 - 55.1 -
INDEC, Jan 2012 (1) 56.7 57.7 -
ITU, July 2012 - 55.0 -
Mobile connection penetration (% of population)
BuddeComm, May 2012 128.0% 136.0% 144.0%
eMarketer, April 2012 (1) (2) 137.1% 138.1% 139.2%
GSM Association, Feb 2012 - 135.0% -
ITU, July 2012 - 134.9% -
Note: (1) data is for Dec of each year; (2) includes the total number of
mobile connections, for mobile phones as well as for nonvoice devices,
such as internet access devices (e.g., wireless modem cards, netbooks and
mobile Wi-Fi hotspots), ereaders, tablets and telematics systems
143245

Argentina
Mobile Phone Users in Argentina, 2010-2016
2010
31.0
75.0%
6.7%
2011
32.2
77.0%
3.7%
2012
33.3
79.0%
3.6%
2013
34.5
81.0%
3.5%
2014
35.3
82.0%
2.2%
2015
36.0
83.0%
2.2%
2016
36.8
84.0%
2.1%
Mobile phone users % of population % change
Note: mobile phone users are individuals of any age who own at least one
mobile phone and use the phone(s) at least once per month
139312
% of total
Demographic Proﬁle of Mobile Phone Owners
in Argentina, 2011
Note: numbers may not add up to 100% due to rounding
Gender Age
Female
51.2%
Male
48.8%
12-19
17.7%
20-24
13.4%
25-34
21.7%
35-44
18.1%
45-54
15.1%
55-64
9.2%
65-75
4.8%
ABC1
13.9%
C2
11.9%
C3
26.5%
D1
26.8%
D2
21.0%
141192
Smartphone Users and Penetration in Argentina,
2010-2016
Smartphone
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
2.5
70.8%
8.0%
6.0%
2011
5.5
120.4%
17.0%
13.1%
2012
7.7
40.2%
23.0%
18.2%
2013
10.0
30.6%
29.0%
23.5%
2014
12.3
23.4%
35.0%
28.7%
2015
14.8
19.7%
41.0%
34.0%
2016
16.6
12.1%
45.0%
37.8%
Note: smartphone users are individuals of any age who own at least one
smartphone and use the smartphone(s) at least once per month
139344
% of total
Demographic Proﬁle of Smartphone Owners
in Argentina, 2011
Gender Age
Male
59.0%
Female
41.0%
12-19
22.0%
20-24
13.5%
25-34
28.5%
35-44
20.5%
45-54
8.5%
55-64
4.5%
65-75
2.5%
ABC1
21.9%
C2
16.3%
C3
30.7%
D1
16.3%
D2
14.9%
141193
Mobile Internet Users and Penetration in Argentina,
2010-2016
2016
Mobile internet
users (millions)
16.9
—% change 11.9%
—% of mobile
phone users
46.0%
—% of population
2010
2.8
37.2%
9.0%
6.8%
2011
5.8
107.5%
18.0%
13.9%
2012
8.0
38.2%
24.0%
19.0%
2013
10.4
29.4%
30.0%
24.3%
2014
12.7
22.7%
36.0%
29.5%
2015
15.1
19.2%
42.0%
34.9% 38.6%
Note: mobile phone users of any age who access the internet from a
mobile browser or an installed application at least once per month;
excludes SMS, MMS and IM
139327

Argentina
% of total
Demographic Proﬁle of Mobile Internet Users
in Argentina, 2011
Note: mobile phone owners who use WAP internet; numbers may not add
up to 100% due to rounding
Gender Age
Male
52.6%
Female
47.4%
12-19
21.1%
20-24
20.4%
25-34
26.2%
35-44
18.1%
45-54
10.2%
55-64
2.2%
65-75
1.8%
ABC1
15.8%
C2
18.3%
C3
32.2%
D1
21.7%
D2
12.0%
141194
Ad Spending
billions and % change
Total Media Ad Spending in Argentina, 2010-2016
$3.17
38.0%
$4.12
30.0%
$4.95
20.1%
$5.83
17.6%
$6.87
18.0%
$7.57
10.2%
$8.22
8.5%
Total media ad spending % change
newspapers, outdoor, radio and TV; converted at the exchange rate of
US$1=ARS4.13
20112010 2012 2013 2014 2015 2016
141894
Comparative Estimates: Total Media Ad Spending in
Argentina, 2010-2014
2010 2011 2012 2013 2014
Total ad spending (billions)
GroupM*, July 2012 $2.9 $3.8 $5.1 $6.4 -
eMarketer**, Sep 2012 $3.2 $4.1 $5.0 $5.8 $6.9
ZenithOptimedia***, June 2012 $3.0 $4.0 $4.7 $5.4 $6.2
PwC***, June 2012 $2.2 $2.4 $2.7 $3.1 $3.6
CAAM**, Jan 2012 $3.0 $3.9 - - -
Total ad spending growth (% change)
GroupM, July 2012 39.4% 33.7% 32.5% 27.1% -
MAGNAGLOBAL, June 2012 - - 24.9% - -
eMarketer, Sep 2012 38.6% 30.0% 20.1% 17.6% 18.0%
ZenithOptimedia, June 2012 38.6% 31.6% 18.0% 16.0% 15.0%
PwC, June 2012 - 9.1% 12.5% 14.8% 16.1%
CAAM, Jan 2012 - 31.6% - - -
Nielsen, April 2012 - 29.6% - - -
Note: *converted at the exchange rate of US$1=ARS4.26; **converted at
the exchange rate of US$1=ARS4.13; ***converted at the exchange rate of
US$1=ARS4.1213
Source: eMarketer, Sep 2012; various, as noted, 2012
143258
millions
Ad Spending in Argentina, by Media, 2005-2014
TV
Newspapers
Internet*
Outdoor
Magazines
Radio
Cinema
Total
2005
$433
$371
$8
$53
$62
$31
$14
$972
2010
$1,428
$1,004
$128
$165
$142
$96
$40
$3,002
2011
$1,752
$1,383
$239
$206
$190
$128
$52
$3,951
2012
$2,037
$1,604
$358
$232
$216
$153
$62
$4,662
2013
$2,302
$1,845
$521
$245
$247
$178
$69
$5,408
2014
$2,610
$2,077
$747
$255
$282
$187
$62
$6,219
Note: converted at the exchange rate of US$1=ARS4.110; numbers may not
add up to total due to rounding; *display and search
Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2012;
provided by Starcom MediaVest Group, June 2012
142225

Argentina
20112010 2012 2013 2014 2015 2016
Digital Ad Spending in Argentina, 2010-2016
$0.22
44.0%
$0.34
55.1%
$0.47
37.0%
$0.59
27.0%
$0.77
30.0%
$0.94
22.0%
$1.11
18.0%
Digital ad spending % change
of advertising on those platforms; excludes SMS, MMS and P2P messaging-
based advertising; CAGR (2011-2016)=26.6%; converted at the exchange
rate of US$1=ARS4.13
141947
Comparative Estimates: Digital Ad Spending in
Argentina, 2010-2014
Digital ad spending (millions)
eMarketer, Sep 2012
GroupM, July 2012 (1) (2)
ZenithOptimedia, June 2012 (1) (3)
PwC, June 2012 (4)
IAB Argentina, April 2012 (4)
CAAM, Jan 2012 (5)
BCG, March 2012
Digital ad spending growth (% change)
ZenithOptimedia, June 2012 (1)
eMarketer, Sep 2012
GroupM, July 2012 (1)
PwC, June 2012
IAB Argentina, April 2012
CAAM, Jan 2012
2010
$220.0
$124.0
$128.0
$87.0
$127.8
$127.8
$300.0
49.5%
44.0%
70.3%
-
-
-
2011
$340.0
$269.0
$239.0
$95.0
$277.7
$238.2
-
86.5%
55.1%
117.2%
9.2%
117.0%
86.5%
2012
$470.0
$363.0
$358.0
$110.0
-
-
-
49.5%
37.0%
35.0%
15.8%
-
-
2013
$590.0
$491.0
$521.0
$126.0
-
-
-
45.5%
27.0%
35.0%
14.5%
-
-
2014
$770.0
-
$747.0
$144.0
-
-
-
43.4%
30.0%
-
14.3%
-
-
Note: (1) excludes mobile; (2) converted at the exchange rate of
US$1=ARS4.26; (3) converted at the exchange rate of US$1=ARS4.110; (4)
converted at the exchange rate of US$1=ARS4.1213; (5) converted at the
exchange rate of US$1=ARS4.13
143259
millions and % change
Mobile Ad Spending in Argentina, 2010-2016
$3.7
58.5%
$6.4
72.0%
$11.0
73.0%
$18.1
65.0%
$32.7
80.3%
$51.0
56.0%
$70.4
38.0%
Mobile ad spending % change
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; converted at the exchange rate of US$1=ARS4.13; CAGR
(2011-2016)=61.8%
20112010 2012 2013 2014 2015 2016
142059

Brazil
■■ Brazil was the world’s sixth largest economy in early
2012, and may rise to fifth position by the end of the year,
according to “The World Factbook” prepared by the Central
Intelligence Agency. But the country is not immune to
financial wobbles. Industrial activity and services are gradually
gaining on agriculture as sources of national revenue, but
weak infrastructure and an overly complex tax regime have
been identified by the EIU as major hindrances to business
and investment. Brazilian GDP climbed by just 2.7% in 2011,
according to the IMF, and the growth rate will dip slightly, to
2.5%, in 2012. But analysts expect a palpable boost in 2013,
as the country prepares for the 2014 FIFA World Cup soccer
tournament.Annual rises in GDP should remain at or above
4% between 2013 and 2016, the EIU has forecast. Brazil’s
increasing population—approaching 200 million this year—is
still seen as a plus, providing an ever-larger labor force, rather
than a pressure on resources.
■■ Even in towns and cities, most Brazilians are beyond
the reach of broadband. Fewer than 30% of households
will have a fixed broadband internet connection in 2012,
eMarketer estimates, and the proportion will likely remain
below 40% until 2016. As a result, web usage has been slow
to take off, and the market is underdeveloped. eMarketer
projects that just 42% of the population will go online at
least once per month in 2012. Even in 2016, less than half
(48%) of Brazil’s population is expected to use the web. That
will amount to an estimated user base of 103 million people,
however, compared to 86.4 million in 2012. eMarketer’s
calculations of internet user numbers in Brazil are very
close to those of other research firms, with the exception of
comScore and Nielsen, which evaluate access from home
and work locations only. This approach clearly excludes
the many people who go online in public places such as
libraries and internet cafes.
■■ Despite relatively low levels of internet penetration, Brazil
has embraced many aspects of the digital lifestyle. One is
social networking. Nearly 64 million people—74% of the
country’s online population—will use social sites at least
monthly in 2012, eMarketer has projected. Moreover, the
number of social networkers is growing by more than
13% annually. In less than two years, an estimated 79.3
million web users in Brazil will be regular visitors to virtual
communities. The pre-eminence of Facebook, which will
attract some 48% of the online population in Brazil in
2012, is less marked than in several other Latin countries,
including Argentina and Mexico. But more than 87% of social
network users in Brazil are expected to have Facebook
accounts in 2014.
■■ Brazil hosts a burgeoning mobile community. The number
of mobile device connections jumped by nearly 20% in
2011, and will show similar double-digit growth again this
year. By the end of 2013, total connections will reach almost
300 million. eMarketer estimates that in 2012, 58% of all
residents will have at least one mobile phone. Females
outnumbered males among the mobile population in
2011—by 52.8% to 47.2%—but mobile usage was widely
distributed among all age and income groups, with the
exception of seniors (ages 65 to 75) and the poorest
residents. By contrast, use of smartphones and the mobile
web was generally associated with younger, more affluent
demographic segments in 2011. And the mobile internet,
in particular, remains a minority activity. Just 31% of Brazil’s
mobile phone users will go online via handset in 2012,
according to eMarketer calculations.
■■ Research firms generally agree that the Brazilian advertising
industry enjoyed a significant lift in 2011, and most predict
another growth spurt in 2012. Estimates for total ad
spending this year range from $14.6 billion (GroupM, July
2012) to $20.3 billion (Projeto Inter-Meios [PIM], March 2012),
though most projections—including eMarketer’s—cluster
between $18 billion and $19.5 billion.
■■ Estimates of online ad spending differ widely. eMarketer
forecasts that online spending will rise 40.2% this year, and
pass $2 billion. GroupM, by contrast, has pegged 2012 online
spending at just $983 million, about one-third of the $2.78
billion proposed by PIM. Both PwC and ZenithOptimedia
anticipate online ad spending growth of 12% to 13% this
year, while PIM and GroupM foresee a leap of approximately
39%. Some of these discrepancies likely arise from
differences in methodology, but it also seems clear that
analysts have divergent views on the short-term strength
and potential of the market.
■■ Advertisers are rushing to take advantage of an explosion in
mobile usage. eMarketer estimates that spending on mobile
display and search ads in Brazil will nearly double this year,
to $24.6 million. Annual growth rates will remain above 80%
in 2013 and 2014. In 2016, mobile ad spending will approach
$200 million.

Brazil
Population
millions
Population in Brazil, 2010-2020
2010 2012 2014 2016 2018 2020
200
400
195.8 199.3 202.7 205.8 208.8 211.7
142195
Media
% of population
Media Penetration in Brazil, 2011
Magazine readers (4) 40.2%
Cable/satellite TV viewers (1)34.4%
Newspaper readers (5)33.7%
Note: ages 12-75; (1) viewed in the past week; (2) used in the past 30 days;
(3) listened yesterday; (4) read any publication; (5) read weekday and
Sunday publications; (6) mobile phone owners who use WAP internet
Source: TGI Latina, "2011 Brazil Study, Waves 1 & 2," 2012; provided by
Starcom MediaVest Group, June 1, 2012
141412
% of total
Demographic Proﬁle of Media Users in Brazil, 2011
Gender
Male
Female
Age
12-19
20-24
25-34
35-44
45-54
55-64
65-75
AB1
B2
C1
C2
DE
49.0%
51.0%
23.6%
14.6%
25.0%
17.1%
12.1%
5.8%
1.8%
29.6%
24.8%
27.6%
13.4%
4.5%
47.2%
52.8%
15.4%
11.9%
23.5%
19.5%
15.9%
9.5%
4.4%
22.2%
21.0%
29.1%
18.3%
9.5%
47.4%
52.6%
16.9%
10.5%
20.8%
18.5%
16.3%
10.8%
6.2%
18.6%
19.9%
28.9%
20.2%
12.4%
51.0%
49.0%
17.8%
11.3%
21.8%
17.3%
16.7%
10.1%
5.0%
39.1%
24.6%
23.2%
10.3%
2.8%
48.7%
51.3%
16.1%
10.6%
20.9%
19.0%
17.0%
10.7%
5.8%
20.5%
20.0%
27.9%
19.7%
11.9%
39.9%
60.1%
17.4%
10.9%
22.6%
19.9%
15.5%
9.4%
4.4%
31.9%
22.7%
25.7%
14.1%
5.5%
52.4%
47.6%
10.3%
9.3%
23.4%
19.4%
18.3%
12.7%
6.5%
29.4%
21.9%
27.1%
15.3%
6.3%
past 30 days; (2) viewed in the past week; (3) listened to AM/FM yesterday;
(4) read any publication; (5) read weekday and Sunday publications
Internet users (1)
Mobile phone owners
TV viewers (2)
Cable/satellite TV viewers (2)
Radio listeners (3)
141413
Internet
Internet Users and Penetration in Brazil, 2011-2016
2011
79.3
39.0%
9.0%
2012
86.4
42.0%
8.9%
2013
91.5
44.0%
5.9%
2014
96.7
46.0%
5.7%
2015
99.8
47.0%
3.2%
2016
103.0
48.0%
3.2%
136990

Brazil
Penetration in Brazil, 2010-2012
2010 2011 2012
eMarketer, Feb 2012 - 79.3 86.4
comScore Inc., May 2012 (1) - 40.5 46.3
BCG, April 2012 - 82.0 -
IBOPE, April 2012 (2) 73.9 79.9 -
F/Nazca Saatchi & Saatchi, Dec 2011 (3) - 78.0 -
Nielsen, Dec 2011 (4) 39.3 44.9 -
eMarketer, Feb 2012 - 39.0% 42.0%
TGI Latina, June 2012 (5) - 56.5% -
NIC.BR, May 2012 (6) 48.0% 53.0% -
F/Nazca Saatchi & Saatchi, Aug 2011 (7) 47.0% 51.0% -
ITU, July 2012 - 45.0% -
Note: (1) ages 15+; data is for Jan of each year; (2) data is for Q4; (3) ages
12+; data is for Aug; (4) data is for July; includes applications; (5) ages
12-75; (6) ages 10+; (7) ages 16+
143283
% of total
Demographic Proﬁle of Internet Users in Brazil, 2011
Note: used in the past month; numbers may not add up to 100% due to
rounding
Gender Age
Female
51.0%
Male
49.0%
12-19
23.6%
20-24
14.6%
25-34
25.0%
35-44
17.1%
45-54
12.1%
55-64
5.8%
65-75
1.8%
AB1
29.6%
B2
24.8%
C1
27.6%
C2
13.4%
DE
4.5%
141414
in Brazil, 2010-2016
—% change
—% change
2010
12.8
21.8%
23.0%
13.8
21.1%
2011
15.0
17.5%
26.6%
16.1
16.7%
2012
17.0
13.0%
29.6%
18.1
12.4%
2013
18.9
11.4%
32.5%
20.0
10.3%
2014
20.8
9.9%
35.2%
21.6
8.4%
2015
22.6
8.9%
37.8%
23.4
7.9%
2016
24.5
8.1%
40.3%
25.1
7.4%
Note: eMarketer benchmarks its Brazil broadband subscription numbers
against Teleco, for which the last full year measured was 2010; includes
connections with permanent access to the internet via cable modem, DSL,
ﬁber and wireless/satellite technologies; excludes mobile
139109
and Penetration in Brazil, 2010-2012
2010 2011 2012
eMarketer*, April 2012 12.8 15.0 17.0
GroupM, April 2012 12.5 14.3 15.7
Telebrasil, May 2011 17.4 - -
PwC, June 2012 22.1% 27.6% 34.8%
eMarketer*, April 2012 23.0% 26.6% 29.6%
GroupM, April 2012 22.0% 24.0% 26.0%
Ofcom**, Dec 2011 25.0% - -
mobile; **includes business broadband lines
Source: eMarketer, April 2012; various, as noted, 2011 & 2012
143284
Social Network Users and Penetration in Brazil,
2010-2014
Social network users (millions)
—% change
—% of internet users
—% of population
2010
47.3
16.5%
65.0%
23.5%
2011
56.3
19.0%
71.0%
27.7%
2012
63.9
13.5%
74.0%
31.1%
2013
72.3
13.1%
79.0%
34.8%
2014
79.3
9.7%
82.0%
37.7%
once per month
143663

Brazil
% of internet users
Penetration in Brazil, 2011 & 2012
Hi-Mídia & M.sense, March
2012
eMarketer, Aug 2012
Ipsos, March 2012 (1)
comScore Inc., Dec 2011 (2)
F/Nazca Saatchi & Saatchi,
Dec 2011 (3)
InSites Consulting, Sep
2011 (4)
UM, Feb 2012
NIC.BR, May 2012
TGI Latina, June 2012
2011
-
71.0%
-
97.4%
93.0%
86.0%
74.3%
69.0%
67.2%
95.0%
2012
74.0%
62.0%
-
-
-
-
-
-
-
Usage
Use
Use via any
device at
least once
per month
Visited in past
3 months
Use
Use
Used in past
6 months
Used in past
3 months
Used in past
30 days
Age
12+
All ages
16-64
15+
12+
15+
16-54
10+
12-75
Note: (1) includes social network sites, forums or blogs; (2) home and work
locations; data is for Oct; (3) data is for Aug; (4) data is for Q2
Source: eMarketer, Aug 2012; various, as noted, 2011 & 2012
143285
% of total
Demographic Proﬁle of Social Network Users in Brazil,
2011
Note: respondents are internet users; used virtual community sites in the
past month; numbers may not add up to 100% due to rounding
Gender Age
Female
53.9%
Male
46.1%
12-19
30.6%
20-24
17.8%
25-34
27.3%
35-44
13.7%
45-54
7.3%
55-64
2.8%
65-75
0.5%
AB1
26.2%
B2
25.0%
C1
29.6%
C2
14.6%
DE
4.6%
141419
Facebook Users and Penetration in Brazil, 2010-2014
2010 2011 2012 2013 2014
—% change 92.4% 288.0% 46.8% 44.7% 15.3%
—% of population 3.6% 13.9% 20.2% 28.9% 32.9%
143704
Mobile
Mobile Connections in Brazil, 2010-2016
2010
202.9
100.9%
16.6%
2011
242.2
119.1%
19.4%
2012
276.1
134.2%
14.0%
2013
295.5
142.1%
7.0%
2014
307.3
146.2%
4.0%
2015
318.0
149.8%
3.5%
2016
327.6
152.7%
3.0%
139355

Brazil
Penetration in Brazil, 2010-2012
BuddeComm, March 2012
eMarketer*, April 2012
Anatel*, Jan 2012 (2)
ITU, July 2012
GSM Association, Feb 2012
BuddeComm, March 2012
eMarketer*, April 2012
Anatel*, Jan 2012
ITU, July 2012
GSM Association, Feb 2012
Pyramid Research, Jan 2012
2010
206.3
202.9
202.9
-
-
104.0%
100.9%
104.7%
-
-
-
2011
246.4
242.2
242.2
242.2
240.1
123.0%
119.1%
123.9%
123.2%
123.0%
118.0%
2012
293.0
276.1
-
-
-
145.0%
134.2%
-
-
-
-
Note: *data is for Dec of each year
143286
Mobile Phone Users in Brazil, 2010-2016
2010
100.6
50.0%
10.0%
2011
109.9
54.0%
9.2%
2012
119.3
58.0%
8.6%
2013
128.9
62.0%
8.1%
2014
137.7
65.5%
6.8%
2015
146.5
69.0%
6.4%
2016
155.5
72.5%
6.1%
139313
% of total
Demographic Proﬁle of Mobile Phone Owners in Brazil,
2011
Gender Age
Female
52.8%
Male
47.2%
12-19
15.4%
20-24
11.9%
25-34
23.5%
35-44
19.5%
45-54
15.9%
55-64
9.5%
65-75
4.4%
AB1
22.2%
B2
21.0%
C1
29.1%
C2
18.3%
DE
9.5%
141420
Smartphone Users and Penetration in Brazil,
2010-2016
Smartphone
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
6.5
78.7%
6.5%
3.3%
2011
20.9
219.3%
19.0%
10.3%
2012
34.6
65.8%
29.0%
16.8%
2013
47.1
36.0%
36.5%
22.6%
2014
63.3
34.6%
46.0%
30.1%
2015
80.6
27.3%
55.0%
38.0%
2016
94.9
17.7%
61.0%
44.2%
139345

Brazil
% of total
Demographic Proﬁle of Smartphone Owners in Brazil,
2011
Gender Age
Male
51.8%
Female
48.2%
12-19
18.2%
20-24
14.3%
25-34
28.1%
35-44
19.6%
45-54
12.5%
55-64
5.5%
65-75
1.8%
AB1
35.4%
B2
21.0%
C1
26.8%
C2
9.8%
DE
7.0%
141421
Mobile Internet Users and Penetration in Brazil,
2010-2016
Mobile internet
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
8.0
46.7%
8.0%
4.0%
2011
25.3
214.1%
23.0%
12.4%
2012
37.0
46.4%
31.0%
18.0%
2013
49.0
32.5%
38.0%
23.6%
2014
64.7
32.1%
47.0%
30.8%
2015
82.1
26.8%
56.0%
38.6%
2016
96.4
17.5%
62.0%
45.0%
139328
% of total
Demographic Proﬁle of Mobile Internet Users in Brazil,
2011
Note: mobile phone owners who use WAP internet; numbers may not add
up to 100% due to rounding
Gender Age
Male
50.9%
Female
49.1%
12-19
20.7%
20-24
17.0%
25-34
30.5%
35-44
16.8%
45-54
9.2%
55-64
4.5%
65-75
1.5%
AB1
34.7%
B2
23.2%
C1
28.2%
C2
10.0%
DE
3.8%
141422
Ad Spending
20112010 2012 2013 2014 2015 2016
Total Media Ad Spending in Brazil, 2010-2016
$14.81
11.0%
$16.58
12.0%
$18.46
11.3%
$20.12
9.0%
$22.53
12.0%
$24.78
10.0%
$27.63
11.5%
US$1=BRL1.67
141895

Brazil
Brazil, 2010-2014
2010 2011 2012 2013 2014
Projeto Inter-Meios*, March 2012 $16.4 $18.2 $20.3 - -
MAGNAGLOBAL, June 2012 - - $19.5 $21.5 -
ZenithOptimedia*, June 2012 $15.5 $16.8 $18.7 $20.3 $22.2
eMarketer*, Sep 2012 $14.8 $16.6 $18.5 $20.1 $22.5
PwC, June 2012 $13.8 $14.6 $15.5 $16.5 $20.3
GroupM**, July 2012 $12.3 $13.3 $14.6 $16.0 -
Total ad spending (% change)
Projeto Inter-Meios, April 2012 - 10.6% 11.5% - -
eMarketer, Sep 2012 11.0% 12.0% 11.3% 9.0%12.0%
ZenithOptimedia, June 2012 18.1% 8.7% 11.0% 8.8% 9.4%
GroupM, July 2012 13.2% 8.2% 10.0% 10.0% -
Carat, March 2012 - 8.1% 10.5% 8.0% -
Warc, Feb 2012 - 7.1% 8.5% - -
PwC, June 2012 - 5.8% 6.2% 6.5% 23.0%
Nielsen, April 2012 - 13.7% - - -
Note: *converted at the exchange rate of US$1=BRL1.67; **converted at
the exchange rate of US$1=BRL2.06
143287
millions
Ad Spending in Brazil, by Media, 2005-2014
TV
Newspapers
Magazines
Online display
Radio
Outdoor
Cinema
Total
2005
$5,907
$1,555
$839
$159
$399
$407
$32
$9,299
2010
$10,468
$1,938
$1,176
$727
$654
$458
$55
$15,476
2011
$11,480
$2,012
$1,217
$870
$676
$513
$52
$16,819
2012
$12,813
$2,195
$1,329
$983
$747
$539
$54
$18,661
2013
$13,909
$2,356
$1,401
$1,189
$795
$596
$58
$20,302
2014
$15,233
$2,523
$1,514
$1,383
$848
$653
$62
$22,216
Note: converted at the exchange rate of US$1=BRL1.67; numbers may not
add up to total due to rounding
142227
20112010 2012 2013 2014 2015 2016
Digital Ad Spending in Brazil, 2010-2016
$1.12
25.0%
$1.46
30.0%
$2.05
40.2%
$2.45
20.0%
$3.14
28.0%
$3.61
15.0%
$4.13
14.2%
based advertising; CAGR (2011-2016)=23.1%; converted at the exchange
rate of US$1=BRL1.67
141948
Comparative Estimates: Digital Ad Spending in Brazil,
2010-2014
Projeto Inter-Meios,
April 2012 (1)
eMarketer,
Sep 2012 (1)
PwC, June 2012 (2)
GroupM, July 2012(3) (4)
BCG, March 2012
eMarketer,
Sep 2012
Projeto Inter-Meios,
April 2012
ZenithOptimedia,
June 2012 (4)
PwC, June 2012
2010
$1,455.1
$1,120.0
$864.0
$591.0
$1,700.0
25.0%
-
28.0%
28.0%
-
2011
$2,000.0
$1,460.0
$1,006.0
$707.0
-
30.0%
37.3%
19.6%
19.6%
16.4%
2012
$2,784.4
$2,050.0
$1,128.0
$983.0
-
40.2%
39.1%
38.9%
13.0%
12.1%
2013
-
$3,140.0
$1,274.0
$1,349.0
-
20.0%
-
37.3%
20.9%
12.9%
2014
-
$3,610.0
$1,440.0
-
-
28.0%
-
-
16.3%
13.0%
Note: (1) converted at the exchange rate of US$1=BRL1.67; (2) converted at
the exchange rate of US$1=BRL1.6698; (3) converted at the exchange rate
of US$1=BRL2.06; (4) excludes mobile
143298

Brazil
Mobile Ad Spending in Brazil, 2010-2016
$5.4
100.0%
$12.9
140.2%
$24.6
90.4%
$44.4
80.5% $85.2
92.0%
$141.4
66.0%
$198.3
40.2%
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; converted at the exchange rate of US$1=BRL1.67; CAGR
(2011-2016)=72.7%
20112010 2012 2013 2014 2015 2016
142060

Chile
■■ As of Q3 2012, Chile had avoided the worst effects of recent
economic turmoil in the region and elsewhere in the world,
thanks to healthy levels of investment and sound fiscal
policies. According to the EIU, Chilean GDP rose by 6% in
2011 (The IMF is marginally more pessimistic, estimating
the 2011 increase at 5.9%). Annual growth rates will drop
somewhat, to 5% in 2012 and an average 4.8% between
2013 and 2016, the EIU anticipates. Budget surpluses
are likely to continue through 2016. President Sebastián
Piñera’s efforts to push through productivity reforms
threaten a long-standing status quo and will be opposed
by many politicians. Yet his popularity reached a record
high in July 2012, following resoundingly positive economic
performance in Q2.
■■ Around 99% of residents ages 12 and older watched
television weekly in 2011, according to TGI Latina’s
“2011 Chile Study, Waves 1 & 2.” Radio also remained a
powerful media platform, listened to by nearly 73% of
the population in the day prior to the study. Penetration
of cable and satellite TV were much lower, at 40.3% and
16.5%, respectively. As in other markets, print has suffered
as Chilean consumers spend more time with online and
mobile options. Females outnumbered males in every media
audience except that for newspapers. Newspapers were
also the medium with the highest proportion of consumers
ages 65 and older (8.3%), and the lowest proportion of users
ages 12 to 24 (18.9%).
■■ Nearly two-thirds of Chilean residents ages 12 and older
had home access to the internet in 2011, TGI reported. Since
2010, females have edged ahead of males in the online
population, 52% to 48%. Perhaps surprisingly, the proportion
of young people online has not shifted; as in 2010, half
of those using the web in 2011 were ages 12 to 34. But
the distribution of internet users by income has changed
dramatically—and in a direction that should encourage
digital advertisers. In 2010, an estimated 67% of those online
had a monthly income of less than CLP330,000 ($647). In
2011, that proportion had fallen to 39%.
■■ Social networking is a major attraction for younger
internet users in Chile. Some 72.6% of those visiting virtual
communities in 2011 were ages 12 to 34; less than 12%
were ages 45 to 64. Females accounted for 52.8% of social
network users last year.
■■ Mobile has consolidated its place as the second-ranking
media platform by reach. An estimated 88% of Chile’s
consumers ages 12 and older owned a mobile phone in
2011, a rise of 5 percentage points compared to 2010,
according to TGI. Smartphone penetration also climbed
significantly, from 10.8% to 14.4% of respondents. But
mobile internet usage remained startlingly low, engaging
just 3.9% of the population. Males accounted for 58.8% of
smartphone users and 56.5% of mobile web users.
■■ Spending in all measured media in Chile will approach $1.38
billion in 2012, up more than 7% in one year, according to
ZenithOptimedia forecasts. TV and newspapers together
will claim more than $1 billion of the total. Despite the high
penetration of mobile phones, mobile and other digital
advertising spending will amount to just $71 million, or less
than 5.2% of all ad spending. Online spending is rising more
rapidly than investment in any other channel, however, and
is predicted to draw level with radio ad spending within
two years.
Population
millions
Population in Chile, 2010-2020
16.8 17.1 17.4 17.4 17.9 18.2
2010
20
40
2012 2014 2016 2018 2020
142197

Chile
Media
% of population
Media Penetration in Chile, 2011
Cable TV viewers 40.3%
Magazine readers (5) 34.7%
Satellite TV viewers16.5%
Smartphone owners14.4%
Note: ages 12+; (1) viewed in the past week; (2) listened to AM/FM
yesterday; (3) home access; (4) read weekday and Sunday publications; (5)
read any publication; (6) access via feature phone, PDA, Smartphone,
iPhone or BlackBerry
Source: TGI Latina, "2011 Chile Study, Waves 1 & 2," 2012; provided by
141437
% of total
Demographic Proﬁle of Media Users in Chile, 2011
Gender
Male
Female
Age
12-17
18-24
25-34
35-44
45-54
55-64
65+
Monthly income (CLP)
<164K
165K-330K
330K-440K
440K-825K
825K-1,100K
1,100K+
48.0%
52.0%
12.8%
16.5%
20.9%
19.1%
17.5%
8.6%
4.6%
2.4%
36.6%
16.6%
26.0%
9.3%
9.1%
48.7%
51.3%
10.8%
15.7%
21.5%
18.5%
17.2%
10.2%
6.2%
5.8%
43.1%
16.3%
21.3%
6.8%
6.8%
47.8%
52.2%
11.3%
14.9%
19.3%
18.1%
17.3%
11.0%
8.1%
7.3%
44.9%
15.7%
19.9%
6.2%
6.0%
48.0%
52.0%
9.5%
13.4%
19.8%
19.9%
18.4%
11.1%
7.8%
6.2%
44.5%
15.4%
21.0%
6.4%
6.5%
43.4%
56.6%
12.1%
13.9%
22.2%
20.0%
17.1%
9.3%
5.5%
4.4%
40.5%
14.2%
23.5%
9.0%
8.4%
50.6%
49.4%
7.5%
11.4%
19.5%
19.0%
21.0%
13.5%
8.3%
4.8%
40.4%
17.4%
21.7%
8.3%
7.4%
Note: (1) home access; (2) viewed in the past week; (3) listened to AM/FM
yesterday; (4) read any publication; (5) read weekday and Sunday
publications
Internet users (1)
Mobile phone owners
TV viewers (2)
Radio listeners (3)
141438
Internet
% of total
Demographic Proﬁle of Internet Users in Chile, 2011
Note: home internet access
Gender Age
Female
52.0%
Male
48.0%
12-17
12.8%
18-24
16.5%
25-34
20.9%
35-44
19.1%
45-54
17.5%
55-64
8.6%
65+
4.6%
<164K
2.4%
165K-330K
36.6%
330K-
440K
16.6%
440K-825K
26.0%
825K-
1,100K
9.3%
1,100K+
9.1%
141439

Chile
% of total
Demographic Proﬁle of Social Network Users in Chile,
2011
Note: used a virtual community
Gender Age
Female
52.8%
Male
47.2%
12-17
20.6%
18-24
24.6%
25-34
27.4%
35-44
15.0%
45-54
8.2%
55-64
3.5%
65+
0.7%
<164K
5.2%
165K-330K
36.3%
330K-
440K
16.6%
440K-825K
23.9%
825K-
1,100K
8.9%
1,100K+
9.1%
141440
Mobile
% of total
Demographic Proﬁle of Mobile Phone Owners in Chile,
2011
Gender Age
Female
51.3%
Male
48.7%
12-17
10.8%
18-24
15.7%
25-34
21.5%35-44
18.5%
45-54
17.2%
55-64
10.2%
65+
6.2%
<164K
5.8%
165K-330K
43.1%
330K-
440K
16.3%
440K-825K
21.3%
825K-
1,100K
6.8%
1,100K+
6.6%
141441

Chile
% of total
Demographic Proﬁle of Smartphone Owners in Chile,
2011
Gender Age
Male
58.8%
Female
41.2%
12-17
12.1%
18-24
16.6%
25-34
28.7%
35-44
24.0%
45-54
11.3%
55-64
4.8%
65+
2.5%
<164K
2.9%
165K-
330K
30.9%
330K-
440K
12.9%
440K-
825K
22.7%
825K-
1,100K
14.0%
1,100K+
16.7%
141442
% of total
Demographic Proﬁle of Mobile Internet Users in Chile,
2011
Note: access via feature phone, PDA, smartphone, iPhone or BlackBerry;
numbers may not add up to 100% due to rounding
Gender Age
Male
56.5%
Female
43.5%
12-17
9.2%
18-24
18.7%
25-34
50.1%
35-44
14.1%
45-54
4.9%
55-64
2.1%
65+
0.8%
<164K
3.1%
165K-330K
25.3%
330K-
440K
10.6%
440K-825K
26.3%
825K-
1,100K
13.4%
1,100K+
21.2%
141443
Ad Spending
millions
Ad Spending in Chile, by Media, 2005-2014
TV
Newspapers
Outdoor
Radio
Internet
Magazines
Cinema
Total
2005
$418
$250
$72
$70
$9
$27
$3
$848
2010
$614
$318
$88
$80
$49
$25
$4
$1,179
2011
$663
$350
$97
$86
$59
$27
$5
$1,287
2012
$703
$375
$105
$91
$71
$28
$5
$1,378
2013
$738
$401
$112
$96
$83
$29
$6
$1,465
2014
$770
$425
$121
$99
$99
$31
$6
$1,552
Note: converted at the exchange rate of US$1=CLP483.67; numbers may
not add up to total due to rounding
142229

Colombia
■■ According to the EIU, Colombia’s GDP registered 5.9%
growth in 2011—exceeding earlier forecasts—but prospects
for 2012 are somewhat dimmer, at less than 4.5%. The rate
of growth is expected to pick up beginning in 2013. The
strong economy, founded chiefly on the exploitation of
large oil and coal reserves, has boosted the popularity of
the current government, headed by President Juan Manuel
Santos. Fiscal reforms passed in 2011 should gradually trim
the federal deficit between now and 2016. But most of the
country‘s residents are poor by the standards of advanced
economies. Colombia’s population is rising by around 1
million each year, and will pass 45 million in 2012.
■■ Colombia’s advertising industry will continue to benefit
from an encouraging financial environment. According to
ZenithOptimedia, total media ad spending will outpace the
country’s economy, rising 5.5% in 2012, and passing $1.44
billion. Nearly half (49%) of that will go to TV. Spending on
newspaper ads will be virtually stagnant, at $259 million.
This reflects a dwindling readership; fewer than one-third
of TGI respondents said they had read a newspaper in the
week before polling. The web, which drew $60 million in
advertising in 2011, is expected to post a 53% gain, and
attract $92 million this year.
■■ Nearly two-thirds of Colombia’s residents ages 12 and older
are now online. TGI Latina’s “2011 Colombia Study” reported
that 63% used the internet at least monthly in 2011,
compared to 57% in 2010. Increasing engagement with the
web has not yet led to more usage among older residents,
however. The proportion of internet users older than age 54
actually dropped in 2011, according to TGI, from 5% to 4.7%.
The social networking population is also overwhelmingly
young; nearly 73% of those using social sites in 2011 were
ages 12 to 34. But social networking appears equally
attractive to both sexes; social media users were divided
almost precisely between male and female in 2011.
■■ Mobile remains a headline media story in Colombia.
Penetration of mobile phones among residents ages 12 and
older reached a landmark 90% in 2011, and—as in 2010—
surpassed that of any other media channel. The audience
for free-to-air TV rose by 3 percentage points, to 88%, but
penetration of paid-for cable and satellite television fell
marginally, to 70% from 73% in 2010.
■■ Females outnumbered males in the mobile population
in 2011, by 52% to 48%. Mobile phone ownership was
distributed quite evenly across young and old age groups,
with the exception of seniors ages 65 and older, who
accounted for just 3.7% of mobile users. Far more striking
was the tiny proportion of well-to-do residents with mobile
phones; in 2011, the top two income brackets accounted for
less than 12% of Colombia’s mobile audience.
■■ The estimated penetration of smartphones in Colombia
more than doubled between 2010 and 2011, from 5.6%
to 12%. In this group, males were the stronger presence,
accounting for nearly 55% of smartphone owners.
Predictably, too, affluent consumers were more numerous
here than in the wider mobile population. Some 52.5%
of people with smartphones in 2011 were middle or high
earners, according to TGI.
■■ Colombia’s mobile web audience also displayed a strong
bias toward younger, male and more affluent users. Around
71% of those in Colombia who went online via mobile in
2011 were ages 12 to 34. Over 56% were male, and a similar
percentage came from middle- or high-income households.
Population
millions
Population in Colombia, 2010-2020
44.2 45.2 46.2 47.2 48.2 49.1
2010
50
100
2012 2014 2016 2018 2020
142200

Colombia
Media
% of population
Media Penetration in Colombia, 2011
Mobile phone owners 90%
TV viewers (1) 85%
Pay-TV subscribers (2) 70%
Radio listeners (1) 68%
Internet users (3) 63%
Social media users (4) 51%
Magazine readers (5) 40%
Newspaper readers (6)32%
Smartphone owners12%
Note: ages 12+; (1) used yesterday; (2) subscribe to cable or satellite; (3)
used in the past 30 days; (4) visited a blog, virtual community (Facebook,
hi5, Myspace), shared photo or used IM in the past 30 days; (5) read any
publication in the past 6 months; (6) read any publication in the past week
Source: TGI Latina, "2011 Colombia Study," 2012; provided by Starcom
MediaVest Group, June 1, 2012
141363
% of total
Demographic Proﬁle of Media Users in Colombia, 2011
Gender
Male
Female
Age
12-17
18-24
25-34
35-44
45-54
55-64
65+
A
B
C
D
E
52.5%
47.5%
20.5%
21.8%
27.6%
14.8%
10.6%
3.9%
0.8%
6.4%
9.3%
20.0%
35.7%
28.7%
48.0%
52.0%
12.3%
16.5%
22.8%
19.2%
16.5%
9.0%
3.7%
4.3%
7.1%
14.9%
38.0%
35.7%
47.0%
53.0%
13.0%
15.7%
21.6%
18.6%
17.0%
9.6%
4.6%
3.8%
6.6%
14.0%
37.9%
37.7%
50.4%
49.6%
13.4%
16.6%
22.6%
17.7%
16.0%
9.7%
4.0%
3.7%
7.4%
16.1%
38.8%
33.9%
47.3%
52.7%
14.5%
16.5%
20.9%
17.8%
16.6%
9.4%
4.5%
4.3%
6.6%
14.4%
36.2%
38.6%
42.1%
57.9%
13.4%
16.1%
24.8%
19.0%
15.3%
8.0%
3.4%
6.8%
9.3%
17.6%
35.5%
30.9%
53.2%
46.8%
9.5%
13.9%
22.4%
21.3%
18.4%
10.7%
3.8%
7.2%
10.3%
17.7%
34.7%
30.0%
past 30 days; (2) used yesterday; (3) subscribe to cable or satellite; (4) read
any publication in the past 6 months; (5) read any publication in the past
week
Internet users (1)
Mobile phone owners
TV viewers (2)
Pay-TV subscribers (3)
Radio listeners (2)
141364
Internet
Gender Age
% of total
Demographic Profile of Internet Users in Colombia,
2011
Male
52.5%
Female
47.5%
12-17
20.5%
18-24
21.8%
25-34
27.6%
35-44
14.8%
45-54
10.6%
55-64
3.9%
65+
0.8%
A
6.4%
B
9.3%
C
20.0%
D
35.7%
E
28.7%
Note: used in the past 30 days; numbers may not add up to 100% due to
rounding
141372

Colombia
% of total
Demographic Proﬁle of Social Media Users in Colombia,
2011
Note: visited a blog or virtual community (Facebook, hi5, Myspace), shared
photos or used IM in the past 30 days; numbers may not add up to 100%
due to rounding
Gender Age
Male
50.2%
Female
49.8%
12-17
21.4%
18-24
23.2%25-34
28.2%
35-44
15.0%
45-54
8.2%
55-64
3.3%
65+
0.6%
A
6.2%
B
9.3%
C
19.1%
D
34.4%
E
30.9%
141373
Mobile
% of total
Demographic Profile of Mobile Phone Owners
in Colombia, 2011
Gender Age
Female
52.0%
Male
48.0%
12-17
12.3%
18-24
16.5%
25-34
22.8%
35-44
19.2%
45-54
16.5%
55-64
9.0%
65+
3.7%
A
4.3%
B
7.1%
C
14.9%
D
38.0%
E
35.7%
141374

Colombia
% of total
Demographic Profile of Smartphone Owners
in Colombia, 2011
Gender Age
Male
54.9%
Female
45.1%
12-17
14.9%
18-24
21.7%
25-34
26.1%
35-44
20.6%
45-54
9.8%
55-64
4.9%
65+
2.0%
A
12.1%
B
14.9%
C
25.5%
D
26.1%
E
21.4%
141375
% of total
Demographic Profile of Mobile Internet Users
in Colombia, 2011
Note: access internet via mobile phone; numbers may not add up to 100%
due to rounding
Gender Age
Male
56.4%
Female
43.6%
12-17
11.1%
18-24
25.0%
25-34
34.8%
35-44
14.7%
45-54
9.1%
55-64
4.5%
65+
0.9%
A
21.6%
B
13.2%
C
21.2%
D
22.0%
E
22.0%
141376
Ad Spending
millions
Ad Spending in Colombia, by Media, 2005-2014
TV
Newspapers
Radio
Outdoor
Internet*
Magazines
Cinema
Total
2005
$302
$134
$133
$89
$3
$38
$1
$700
2010
$558
$214
$206
$121
$41
$52
$1
$1,193
2011
$623
$257
$226
$140
$60
$61
$1
$1,368
2012
$663
$259
$248
$129
$92
$50
$1
$1,443
2013
$710
$264
$236
$142
$148
$48
$1
$1,548
2014
$759
$282
$253
$152
$158
$51
$2
$1,657
Note: numbers may not add up to total due to rounding; *classiﬁeds,
display and search
142234

Mexico
■■ A general election on July 1,2012,elevated the conservative
politician Enrique Peña Nieto to the Mexican presidency.Within
days,rumors circulated that he had distributed gifts to thousands
of voters before the ballot,and had also broken campaign
spending rules.The defeated leftist candidate,Andrés Manuel
López Obrador,vowed to challenge the election results in court,
and in September 2012 announced that he had departed the
main leftist coalition to start his own youth movement.Such
developments will do little to calm an already volatile political and
economic atmosphere.Real GDP in Mexico grew by 3.9% in 2011,
according to the IMF’s“World Economic Outlook Update,”and
should maintain that pace in 2012,but growth will likely slip 3.6%
in 2013.”The country,with a population of 115 million in 2012,
faces intractable problems of crime,violence and poverty.Its
proximity to the US—a key export market—also makes it more
vulnerable than most LatinAmerican nations to the economic
and political climate of its northern neighbor.
■■ A consensus among most research firms holds that growth in
Mexico’s advertising market slowed dramatically in 2011 and is
regaining some momentum in 2012.eMarketer estimates that
spending on measured media passed $4 billion in 2011 and will
reach $4.47 billion this year,a rise of 10.5%.From 2013,annual
growth will remain below 10%.Other projections of 2012 ad
spending range between $4.5 billion (GroupM,December 2011)
and $6.8 billion (PwC,June 2012).
■■ The reach of television has declined in the past decade,according
toTGI Latina’s“2011 Mexico Study,Waves 1–3.”ButTV still
commanded the attention of more than 97% of consumers
ages 12 to 64 each week in 2011.More than half the population
were regular radio listeners,and just over one-quarter said they
read either newspapers or magazines.Much smaller audiences
subscribed to cable or satelliteTV services (23.2% and 7.7% of the
population,respectively).
■■ As in so many LatinAmerican markets,broadband penetration
in Mexico remains disappointing.Barely one-quarter of the
country’s households had a fixed high-speed internet connection
in 2011,eMarketer estimates.Moreover,uptake is slow,with
subscriptions growing at a modest 6% per year.Yet the number
of web users will rise by more than 15% this year,to approach 47
million.By 2016,an estimated 64.5 million people in Mexico will
be online—almost 54% of Mexico’s population.
■■ Sixty-five percent of Mexico’s web users—more than 30 million
people—will visit social networks in 2012,eMarketer believes.
Within two years,40 million residents will be social networkers.In
2011,this population was predominantly young and well-to-do.
According toTGI,61% of social network users were ages 12 to 24,
and a similar proportion came from upper- and middle-income
segments.Facebook has established a remarkable lead among
social sites;in 2012,over 90% of social networkers in Mexico will
be registered users,according to eMarketer.
■■ Some 73.8% of Mexico’s population ages 12 to 64 were mobile
phone owners in 2011,TGI Latina reported.eMarketer,which
calculates usage across the entire population,estimates that 55%
(63.2 million people) will use a mobile phone in 2012.By 2016,
that proportion will rise to 66%.
■■ Historically,males made up the majority of Mexico’s mobile
audience.The gap between male and female user numbers is
shrinking,but this shift is more pronounced in some areas of
mobile usage than others.For example,TGI reported that males
accounted for 50.5% of mobile phone owners in 2011,compared
to 51% in 2010.Among smartphone owners,the percentage of
males fell from 58% to 57.4% in 2011.Among mobile web users,
the decline was much sharper,though.This group,58% male
in 2010,was estimated to be just 52.5% male in 2011.Younger
people continued to play a disproportionate role in the mobile
population,too.While an estimated 56% of all mobile phone
owners in 2011 were ages 12 to 34 (down from 62% in 2010),
some 73% of smartphone owners and nearly 76% of mobile
internet users were in that age bracket.
■■ The link between newer media platforms and affluence is
particularly strong in Mexico.TGI reported that in 2011,nearly 37%
of the country’s internet users hailed from the highest income
group.The internet also registered the smallest proportion of
users (14.3%) from the lowest income level.By contrast,nearly
27% ofTV viewers belonged to the lowest income category.
■■ Thanks to the growing audience of digital media users,and their
attractive demographic profile,investment in online and mobile
marketing was up sharply in 2011.Most sources agree that digital
ad spending jumped by at least 25% last year;eMarketer put
the gain at 40.3%.But as for several markets in LatinAmerica,
estimates of actual spending vary enormously.Projections for
2012 digital ad expenditures range from $243 million (PwC,
June 2012) to $532.5 million (eMarketer,June 2012).eMarketer’s
estimates for future spending are higher than others primarily
because the figures are benchmarked against those of Mexico’s
InteractiveAdvertising Bureau (IAB México)/PwC,whose
numbers have consistently exceeded those from other research
organizations.Mobile ad spending more than doubled in 2011,
eMarketer estimates,and will leap by a further 75.6% in 2012,to
$41.5 million.

Mexico
Population
millions
Population in Mexico, 2010-2020
112.5 115.0 117.5 119.9 122.3 124.7
2010
100
200
2012 2014 2016 2018 2020
142230
Media
% of population
Media Penetration in Mexico, 2011
TV viewers (1)
97.4%
Mobile phone owners
73.8%
Radio listeners (2)
53.8%
Internet users (3)
48.3%
27.3%
27.0%
Cable TV viewers
23.2%
Satellite TV viewers
7.7%
Note: ages 12-64; (1) used in the past 7 days; (2) used yesterday; (3) used in
the past 30 days; (4) read any publication
Source: TGI Latina, "2011 Mexico Study, Waves 1-3," 2012; provided by
141751
% of total
Demographic Proﬁle of Media Users in Mexico, 2011
Gender
Male
Female
Age
12-19
20-24
25-34
35-44
45-54
55-64
ABC+
C
D+
D/E
53.4%
46.6%
33.5%
19.1%
23.5%
14.5%
6.9%
2.5%
36.6%
20.7%
28.4%
14.3%
50.5%
49.5%
20.5%
15.1%
25.7%
20.4%
12.4%
5.9%
28.7%
18.4%
32.0%
20.9%
48.7%
51.3%
21.5%
12.9%
24.2%
19.8%
13.6%
8.0%
22.7%
17.0%
33.7%
26.6%
49.1%
50.9%
20.0%
13.4%
25.2%
20.4%
13.4%
7.6%
23.6%
17.4%
33.5%
25.5%
44.2%
55.8%
26.3%
13.7%
23.6%
17.6%
12.5%
6.3%
32.6%
19.8%
30.0%
17.7%
59.4%
40.6%
13.5%
12.1%
25.5%
23.7%
15.8%
9.4%
29.6%
19.2%
30.8%
20.4%
past 30 days (2) used in the past 7 days; (3) used yesterday; (4) read any
publication
Internet users (1)
Mobile phone owners
TV viewers (2)
Radio listeners (3)
141752
Internet
Internet Users and Penetration in Mexico, 2011-2016
2011
40.4
35.5%
15.8%
2012
46.6
40.5%
15.3%
2013
51.7
44.5%
11.1%
2014
56.4
48.0%
9.0%
2015
60.7
51.1%
7.6%
2016
64.5
53.8%
6.4%
136991

Mexico
Penetration in Mexico, 2010-2012
2010 2011 2012
eMarketer, Feb 2012 (1) 34.9 40.4 46.6
comScore Inc., May 2012 (2) - 18.1 22.1
COFETEL, May 2012 34.9 40.6 -
WIP, July 2011 (3) - 40.0 -
CIU, June 2012 (4) - 34.1 -
eMarketer, Feb 2012 (1) 31.0% 35.5% 40.5%
TGI Latina, June 2012 (5) - 48.3% -
WIP, July 2011 (3) - 40.0% -
ITU, July 2012 - 36.2% -
Note: (1) individuals of any age who use the internet from any location via
any device at least once per month; (2) ages 15+; home and work
locations; data is for Jan of each year; (3) any age; (4) ages 10+; data is for
Q4 2011; (5) ages 12-64; used in the past 30 days
143315
% of total
Demographic Profile of Internet Users in Mexico, 2011
Note: used in the past 30 days
Gender Age
Male
53.5%
Female
46.6%
12-19
33.5%
20-24
19.1%
25-34
23.5%
35-44
14.5%
45-54
6.9%
55-64
2.5%
ABC+
36.6%
C
20.7%
D
28.4%
D/E
14.3%
141754
in Mexico, 2010-2016
—% change
—% change
2010
7.0
8.1%
24.2%
11.2
8.1%
2011
7.4
6.0%
25.2%
11.9
6.2%
2012
7.9
6.2%
26.3%
12.6
5.9%
2013
8.3
5.6%
27.3%
13.4
5.7%
2014
8.5
2.1%
27.4%
13.6
1.9%
2015
8.6
1.7%
27.4%
13.9
1.9%
2016
8.8
1.7%
27.4%
14.0
1.0%
Note: includes connections with permanent access to the internet via
mobile
139110
and Penetration in Mexico, 2010-2012
2010 2011 2012
GroupM, April 2012 7.5 8.6 9.6
eMarketer*, April 2012 7.0 7.4 7.9
PwC, June 2012 38.8% 45.1% 52.2%
GroupM, April 2012 28.0% 32.0% 35.0%
eMarketer*, April 2012 24.2% 25.2% 26.3%
mobile
143317
Social Network Users and Penetration in Mexico,
2010-2014
2010 2011 2012 2013 2014
Social network users (millions) 20.0 23.7 30.3 35.2 40.0
—% change 35.0% 18.4% 27.9% 16.2% 13.8%
—% of population 17.8% 20.8% 26.3% 30.3% 34.1%
once per month
Source: eMarketer, July 2012
143045
% of internet users
Penetration in Mexico, 2012
AMIPCI, May 2012 (1) 92.0%
comScore, June 2012 (2) 91.4%
Ipsos, March 2012 (3) 68.0%
eMarketer, July 2012 (4) 65.0%
Note: (1) accessed their own social network proﬁle at least once in the past
6 months; (2) ages 15+; data is for May; (3) visitors to social network sites,
forums or blogs in the past 3 months; (4) internet users who use a social
network site via any device at least once per month
Source: eMarketer, July 2012; various, as noted, 2012
143069

Mexico
% of total
Demographic Profile of Social Network Users
in Mexico, 2011
Note: among internet users who used social networks and microblogging
sites within the past 30 days; numbers may not add up to 100% due to
rounding
Gender Age
Male
52.6%
Female
47.4%
12-19
38.1%
20-24
22.9%
25-34
23.4%
35-44
10.7%
45-54
3.7%
55-64
1.1%
ABC+
39.6%
C
21.2%
D
25.8%
D/E
13.5%
141755
Facebook Users and Penetration in Mexico, 2010-2014
2010 2011 2012 2013 2014
—% change 129.2% 38.1% 32.4% 17.6% 15.2%
—% of population 13.5% 18.5% 24.2% 28.1% 32.1%
Source: eMarketer, July 2012
143053
Mobile
Mobile Connections in Mexico, 2010-2016
2010
90.0
80.0%
7.8%
2011
95.0
83.5%
5.6%
2012
98.0
85.2%
3.2%
2013
100.0
86.0%
2.0%
2014
102.0
86.8%
2.0%
2015
104.0
87.6%
2.0%
2016
106.0
88.4%
1.9%
139359
Penetration in Mexico, 2010-2012
2010 2011 2012
BuddeComm, Aug 2011 90.0 96.0 102.0
eMarketer*, April 2012 90.0 95.0 98.0
GSM Association, Feb 2012 - 98.8 -
COFETEL, March 2012 91.4 94.6 -
ITU, July 2012 - 94.6 -
eMarketer*, April 2012 80.0% 83.5% 85.2%
GSM Association, Feb 2012 - 87.0% -
COFETEL, March 2012 81.3% 84.2% -
ITU, July 2012 - 82.4% -
Note: *data is for Dec of each year; includes the total number of mobile
Source: eMarketer, April 2012; various, as noted, 2011 & 2012
143330

Mexico
Mobile Phone Users in Mexico, 2010-2016
2010
55.1
49.0%
10.1%
2011
59.1
52.0%
7.3%
2012
63.2
55.0%
6.9%
2013
67.4
58.0%
6.6%
2014
71.7
61.0%
6.3%
2015
75.4
63.5%
5.2%
2016
79.1
66.0%
5.0%
139314
% of total
Demographic Profile of Mobile Phone Owners
in Mexico, 2011
Gender Age
Male
50.5%
Female
49.5%
12-19
20.5%
20-24
15.1%
25-34
25.7%
35-44
20.4%
45-54
12.4%
55-64
5.9%
ABC+
28.7%
C
18.4%
D
32.0%
D/E
20.9%
141756
Smartphone Users and Penetration in Mexico,
2010-2016
Smartphone
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
3.3
120.2%
6.0%
2.9%
2011
8.9
168.3%
15.0%
7.8%
2012
15.2
71.1%
24.0%
13.2%
2013
22.2
46.6%
33.0%
19.1%
2014
28.7
28.8%
40.0%
24.4%
2015
36.2
26.2%
48.0%
30.5%
2016
43.5
20.3%
55.0%
36.3%
139346
% of total
Demographic Profile of Smartphone Owners in Mexico,
2011
Gender Age
Male
57.4%
Female
42.6%
12-19
24.6%
20-24
19.4%25-34
29.4%
35-44
16.3%
45-54
7.6%
55-64
2.6%
ABC+
45.9%
C
15.4%
D
27.0%
D/E
11.8%
141757
Mobile Internet Users and Penetration in Mexico,
2010-2016
Mobile internet
users (millions)
—% change
—% of mobile
phone users
—% of population
2010
5.0
65.2%
9.0%
4.4%
2011
11.2
126.5%
19.0%
9.9%
2012
17.1
52.0%
27.0%
14.9%
2013
23.6
38.2%
35.0%
20.3%
2014
30.1
27.6%
42.0%
25.6%
2015
37.7
25.2%
50.0%
31.8%
2016
45.1
19.7%
57.0%
37.6%
139330

Mexico
% of total
Demographic Profile of Mobile Internet Users
in Mexico, 2011
Note: among mobile phone owners who access the internet or email via
WAP on their mobile phone
Gender Age
Male
52.5%
Female
47.5%
12-19
26.2%
20-24
21.3%
25-34
28.3%
35-44
15.3%
45-54
6.1%
55-64
2.8%
ABC+
48.7%
C
16.8%
D
27.8%
D/E
6.7%
141758
Ad Spending
Total Media Ad Spending in Mexico, 2010-2016
2010
$3.73
8.9%
2011
$4.05
8.4%
2012
$4.47
10.5%
2013
$4.85
8.4%
2014
$5.28
9.0%
2015
$5.69
7.7%
2016
$6.08
6.9%
US$1=MXN12.43
144700
Mexico, 2010-2015
2010 2011 2012 2013 2014 2015
PwC, June 2012 (1) $6.1 $6.4 $6.8 $7.2 $8.5 $8.2
ZenithOptimedia, June 2012 (2) $5.6 $5.5 $5.1 $6.0 $6.3 -
GroupM, July 2012 (3) $4.1 $4.3 $4.5 $4.7 - -
eMarketer, Sep 2012 (4) $3.7 $4.1 $4.5 $4.9 $5.3 $5.7
Total ad spending (% change)
eMarketer, Sep 2012 8.9% 8.4% 10.5% 8.4% 9.0% 7.7%
PwC, June 2012 - 4.9% 6.2% 5.9% 18.1%-3.5%
GroupM, July 2012 10.2% 4.6% 5.7% 3.7% - -
ZenithOptimedia, June 2012 20.2% -0.7% -7.6%17.4% 5.2% -
Nielsen, April 2012 - -0.4% - - - -
Note: (1) converted at the exchange rate of US$1=MXN12.4183; (2)
converted at the exchange rate of US$1=MXN12.42; (3) converted at the
exchange rate of US$1=MXN13.95; (4) converted at the exchange rate of
US$1=MXN12.43
143342
millions
Ad Spending in Mexico, by Media, 2005-2014
TV
Newspapers
Radio
Magazines
Total
2005
$2,207
$382
$335
$325
$3,249
2010
$4,155
$548
$444
$428
$5,575
2011
$3,956
$562
$512
$504
$5,534
2012
$3,533
$546
$520
$515
$5,114
2013
$4,340
$602
$532
$531
$6,005
2014
$4,580
$624
$557
$555
$6,315
Note: converted at the exchange rate of US$1=MXN12.42; numbers may
not add up to total due to rounding
142239
Digital Ad Spending in Mexico, 2010-2016
2010
$282.0
36.0%
2011
$395.6
40.3%
2012
$532.5
34.6%
2013
$703.4
32.1%
2014
$920.3
30.8%
2015
$1,126.5
22.4%
2016
$1,342.5
19.2%
Note: eMarketer benchmarks its Mexico digital ad spending projections
against the IAB Mexico/PwC data for which the last full year measured was
2011; includes advertising that appears on desktop and laptop computers
based advertising; converted at the exchange rate of US$1=MXN12.43
144749

Mexico
Comparative Estimates: Digital Ad Spending in Mexico,
2010-2014
eMarketer, Sep 2012 (1)
GroupM, July 2012 (2) (3)
PwC, June 2012 (4)
IAB México, May 2012 (1)
BCG, March 2012
eMarketer, Sep 2012
PwC, June 2012
2010
$282.0
$237.0
$162.0
-
$100.0
36.0%
-
40.7%
2011
$395.6
$330.0
$204.0
$398.9
-
40.3%
25.9%
39.4%
2012
$532.5
$387.0
$243.0
-
-
34.6%
19.1%
17.4%
2013
$703.4
$444.0
$288.0
-
-
32.1%
18.5%
14.8%
2014
$920.3
-
$332.0
-
-
30.8%
15.3%
-
Note: (1) converted at the exchange rate of US$1=MXN12.43; (2) excludes
mobile; (3) converted at the exchange rate of US$1=MXN13.95; (4) converted
at the exchange rate of US$1=MXN12.4183
143343
Mobile Ad Spending in Mexico, 2010-2016
2010
$9.1
82.9%
2011
$23.6
159.0%
2012
$41.5
75.6%
2013
$70.1
68.8%
2014
$122.3
74.5%
2015
$184.9
51.2%
2016
$259.7
40.5%
Note: CAGR (2011-2016)=61.5%; eMarketer benchmarks its Mexico mobile
ad spending projections against the IAB Mexico/PwC data for which the
last full year measured was 2011; includes display (banners, video and
rich media) and search; excludes SMS, MMS and P2P messaging-based
advertising; converted at the exchange rate of US$1=MXN12.43
144751

Peru
■■ Peru proved one of the more resilient economies in Latin
America during 2011, with real GDP growth of 6.9%,
according to the IMF and the EIU. Another sizeable boost
(5.5%) is expected in 2012, as the country’s domestic
finances benefit from rising retail and B2B sales, as
well as expanding construction and services sectors.
However, the EIU noted that exports are suffering as
habitual customers—including the US and larger European
countries—find themselves strapped for cash. An escalating
crisis in the eurozone would dent external demand and hit
Peru’s balance of payments.
■■ TV maintained its hold on Peru’s population in 2011, with
96.9% of residents ages 12 to 64 watching free-to-air
programming at least once a week, according to TGI Latina’s
“2011 Peru Study.” Another 70.7% were weekly viewers of
pay TV. Peru also remains an important market for radio
and newspapers, which attracted 83.2% and 70.9% of the
population, respectively, in 2011.
■■ In Peru, as in Argentina, Chile and Mexico, mobile devices
are challenging all but the most successful traditional
media channels, and offering new possibilities for
advertisers. Around 72% of the population owned at least
one mobile phone in 2011, TGI noted. Young people ages
12 to 24 accounted for nearly 30% of these mobile users.
A slight male bias also persisted; some 51.4% of mobile
phone owners were male in 2011, and 48.6% female.
But the mobile audience is not particularly well-to-do; in
2011, just 26.4% of mobile users belonged to the highest
socioeconomic level, while 33.7% came from the lowest
income bracket.
■■ Internet usage in Peru still lags well behind mobile
penetration, but is building gradually. Some 59.4% of the
country’s population ages 12 to 64 went online at least once
per month in 2011, TGI reported. In 2011, web users were
overwhelmingly young—69% were between the ages of 12
and 34—and comparatively well-off.
■■ According to TGI data, just 4.9% of Peru’s population ages
12 to 64 owned a smartphone in 2011. As a result, the
mobile internet user group was also comparatively tiny. Not
surprisingly, going online via mobile was overwhelmingly
the preserve of young and affluent consumers in 2011.
Some 61.5% of mobile web users were ages 12 to
24, TGI estimated, and 56.4% belonged to the highest
socioeconomic category. In terms of gender, though, the
mobile web population was almost equally divided between
males (50.7%) and females (49.3%).
■■ As Peru develops a more advanced and diversified
economy, its advertising industry is also gaining in size and
sophistication. Spending in measured media will rise 13.4%
in 2012, to $675 million, according to ZenithOptimedia’s
“Advertising Expenditure Forecasts.” As in previous years,
well over half of that ($378 million) will be spent on TV,
while newspapers claim $105 million. By comparison, the
estimated $29 million destined for the web is disappointingly
small. But it does represent a 38% gain compared to 2011. A
similar rise (34.5%) is anticipated in 2013.
Population
millions
Population in Peru, 2010-2020
28.9 29.5 30.1 30.7 31.3 31.9
2010
30
60
2012 2014 2016 2018 2020
142241

Peru
Media
% of population
Media Penetration in Peru, 2011
Pay-TV households (1) 70.7%
Social network users (4)32.7%
Magazine readers (5)25.5%
Smartphone owners4.9%
Note: ages 12-64; (1) used in the past 7 days; (2) used yesterday; (3) read
any publication in the past 7 days; (4) used in the past 30 days; (5) read any
publication in the past month
Source: TGI Latina, "2011 Peru Study," 2012; provided by Starcom
142124
% of total
Demographic Proﬁle of Media Users in Peru, 2011
Gender
Male
Female
Age
12-17
18-24
25-34
35-44
45-54
55-64
AB
C
DE
54.4%
45.6%
22.5%
23.3%
23.3%
15.9%
10.3%
4.7%
32.4%
40.8%
26.8%
51.4%
48.6%
10.1%
19.0%
25.4%
21.4%
15.5%
8.7%
26.4%
39.9%
33.7%
49.2%
50.8%
14.7%
17.6%
22.5%
20.1%
14.9%
10.2%
21.7%
38.2%
40.1%
49.5%
50.5%
15.0%
17.7%
22.9%
19.3%
15.1%
10.0%
28.2%
40.8%
31.0%
49.5%
50.5%
15.2%
17.9%
22.3%
20.1%
15.3%
9.2%
20.6%
38.0%
41.4%
42.2%
57.8%
14.5%
15.6%
21.3%
22.4%
16.9%
9.4%
40.5%
37.3%
22.2%
52.4%
47.6%
12.2%
17.5%
22.8%
21.2%
15.9%
10.4%
23.8%
37.6%
38.6%
Note: (1) used in the past 30 days; (2) used in the past 7 days; (3) used
yesterday; (4) read any publication in the past month; (5) read any
publication in the past 7 days
Internet users (1)
Mobile phone owners
TV viewers (2)
Pay-TV viewers (2)
Radio listeners (3)
142127
Internet
% of total
Demographic Proﬁle of Internet Users in Peru, 2011
Note: used in the past 30 days
Gender Age
Male
54.4%
Female
45.6%
12-17
22.5%
18-24
23.3%
25-34
23.3%
35-44
15.9%
45-54
10.3%
55-64
4.7%
AB
32.4%
C
40.8%
DE
26.8%
142128

Peru
% of total
Demographic Proﬁle of Social Network Users in Peru,
2011
Note: among population ages 12-64 who used in the past 30 days;
numbers may not add up to 100% due to rounding
Gender Age
Male
52.6%
Female
47.4%
12-17
22.7%
18-24
30.2%
25-34
24.8%
35-44
13.5%
45-54
6.1%
55-64
2.7%
AB
34.3%
C
41.1%
DE
24.5%
142129
Mobile
% of total
Demographic Proﬁle of Mobile Phone Owners in Peru,
2011
Gender Age
Male
51.4%
Female
48.6%
12-17
10.1%
18-24
19.0%
25-34
25.4%
35-44
21.4%
45-54
15.5%
55-64
8.7%
AB
26.4%
C
39.9%
DE
33.7%
142130

Peru
% of total
Demographic Proﬁle of Smartphone Owners in Peru,
2011
Gender Age
Male
52.9%
Female
47.1%
12-17
12.2%
18-24
20.5%
25-34
30.3%
35-44
20.8%
45-54
10.4%
55-64
5.8%
AB
51.9%C
36.2%
DE
11.9%
142131
% of total
Demographic Proﬁle of Mobile Internet Users in Peru,
2011
Note: access internet via mobile phone
Gender Age
Female
50.7%
Male
49.3%
12-17
8.2%
18-24
19.4%
25-34
33.9%
35-44
19.6%
45-54
13.3%
55-64
5.6%
AB
56.4%
C
35.9%
DE
7.7%
142136
Ad Spending
millions
Ad Spending in Peru, by Media, 2005-2014
TV
Newspapers
Radio
Outdoor
Internet
Magazines
Other
Total
2005
$120
$60
$30
$30
-
$6
$7
$253
2010
$277
$91
$61
$52
$16
$10
$7
$514
2011
$328
$98
$72
$56
$21
$12
$8
$595
2012
$378
$105
$81
$60
$29
$14
$8
$675
2013
$419
$112
$89
$64
$39
$16
$8
$747
2014
$459
$119
$96
$67
$50
$18
$9
$818
Note: numbers may not add up to total due to rounding
142240

Latin American Mobile Economy snapshot

Latin American Mobile Economy snapshot

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Latin American Mobile Economy snapshot