THE MOBILE INTERNET CONSUMER-Latin America 2013

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AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
http://www.vserv.mobi/insights/download-regional-report/?r=Latin%20America

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THE MOBILE INTERNET CONSUMER-Latin America 2013

  1. 1. THE MOBILE INTERNET CONSUMER Latin America 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
  2. 2. Preface The Mobile Internet Consumer – Latin America 2013 report produced by Vserv.mobi addresses the audience insights of the growing mobile internet user base in Latin America. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in 36 countries across regions. The Mobile Internet Consumer report is designed for media planners & brand advertisers. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe. THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 2
  3. 3. DEMOGRAPHICS THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 3
  4. 4. Age 30% 26% 17% 27% Almost half of the mobile internet users in Latin America belong to less than 24 years age group Less than 18 yrs 18-24 yrs 25-35 yrs more than 35 yrs THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 4
  5. 5. Gender 42% 58% 4 out of 7 mobile internet users in Latin America are men Male Female THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 5
  6. 6. Education 38% Graduate / Post Graduate 33% Diploma / Undergraduate Schooling upto 12 yrs Uneducated 25% 4% Over 3rd of the mobile internet users in Latin America are Graduates or Post Graduates THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 6
  7. 7. Occupation 23% Student 24% 6% Housewife 14% Business 7% Currently not working Full-time job 19% Self Employed Professional 8% Part-time job Earning class 64% Almost 2/3rd of the mobile internet users in Latin America belong to earning class THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 7
  8. 8. CONSUMPTION PATTERN THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 8
  9. 9. Mobile content downloaded in the last month 81% 48% Game / App Video 45% Music 41% 4 out of 5 mobile internet users have downloaded a game/ app in the last month Themes THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 9
  10. 10. Users love mobile ads that help them... 73% Download mobile content Find a good deal on something Learn about a brand Locate something nearby 45% 44% 55% Almost 3/4th of the mobile internet users find mobile ads useful for downloading mobile content THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 10
  11. 11. PURCHASING POWER THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 11
  12. 12. Product Ownership Very high penetration of consumer durables is seen amongst mobile internet users in Latin America Computers Tablets 58% 45% Connected Devices 85% 56% 52% Consumer Durables Automobiles Payment Cards THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 12
  13. 13. Affluent Lifestyle 58% Restaurant Movie Theatre Shopping Mall / Market 49% 77% Mobile internet users frequently visit shopping malls, restaurants indicating higher disposable income THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 13
  14. 14. About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of over 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 7 key countries in Latin America - Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela. The overall LATAM averages were weighted as per the regional composition of mobile internet users in each focus country. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
  15. 15. About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
  16. 16. About Vserv.mobi Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on Emerging Markets, that maximizes value of mobile media for advertisers, developers, publishers and telecom operators. Powered by award winning AudiencePro™ and AppWrapper™ platforms, Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s "One Click" SDK integration for App Developers continue to empower the mobile ecosystem. The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, Vserv.mobi was founded in January 2010. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

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