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MMA Mobile Regional Insights

MMA Regional Insights - Desk research de números do mercado de toda America Latina.

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MMA Mobile Regional Insights

  1. 1. MOBILE REGIONAL INSIGHTSJUNE 2018
  2. 2. TABLE OF CONTENTS Introduction Big Numbers Users Technology Spendings Behavior Behavior - Brazil Marketing Marketing - Brazil Trends to be aware 03 04 08 14 17 29 35 40 47 53
  3. 3. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 3 INTRODUCTION Here comes tomorrow, and at its epicenter is mobile – closer, personalized, powerful. The marketing revolution we have all witnessed is about to further explode with the spread of 5G, AI, and other emerging technologies. Add a growing generation of screenagers on the cusp of entering the workforce and mobile obsessed consumers to the mix, and you have a once-in-an-era transformation in the way brands and their customers interact. At the MMA, we believe the best way to thrive – and the only way to survive – is to capture this zeitgeist by committing to both proven and peer-driven best practices, without compromise. The MMA helps marketers lead this imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. In all that we do, we are committed to science and questioning. We believe that creating marketing impact is steeped in constructively challenging the status quo. We invest millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while propelling business growth today. We hope you enjoy the 5TH Edition of our MMA Mobile Insights Latam, a desk research developed by our regional Latin American team each year redefining what it means to be a customer-centric marketer shaping and accelerating the future while supporting brands to solidify the present. Enjoy ! Fabiano Destri Lobo MMA Managing Director - Latam Mobile Marketing Association #shapethefuture
  4. 4. BIG NUMBERS
  5. 5. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 5 https://www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338
  6. 6. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 6 Source: global digital users 2018 emarketer GLOBAL DIGITAL USERS 2018
  7. 7. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 7 https://www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338
  8. 8. USERS
  9. 9. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 9 Source: GSMA Intelligence 2018 #WORLDWIDE UNIQUE MOBILE SUBSCRIBERS #WORLDWIDE UNIQUE SUBSCRIBERS Obs: Growing relevance of IoT connections and localized changes in dual-SIM phones usage
  10. 10. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 10 Source: GSMA Intelligence 2018 MOBILE SUBSCRIBER PENETRATION
  11. 11. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 11 Source: GSMA Intelligence 2018 SUBSCRIBER AND CONNECTIONS PENETRATION BY COUNTRY
  12. 12. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 12 Source: GSMA Intelligence 2018
  13. 13. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 13 Source: GSMA Intelligence 2018
  14. 14. TECHNOLOGY code programmming language command; test to look like commands.... ...... exit command exec; comand line interface... ................... code programmming language command; test to look like commands.... ...... exit command exec; comand line interface... ................... code programmming language command; test to look like commands.... ...............
  15. 15. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 15 LATAM: TECHNOLOGY AND SMARTPHONE PENETRATION Source: GSMA Intelligence 2018
  16. 16. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 16 4G COVERAGE REACHES CRITICAL MASS Source: GSMA Intelligence 2018
  17. 17. SPENDINGS
  18. 18. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 18 Source: GSMA Intelligence 2018
  19. 19. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 19 DATA GROWTH HAS FUELLED A TURNAROUND IN REVENUES Source: GSMA Intelligence 2018
  20. 20. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 20 LATIN AMERICA AD SPENDING 2018 TRADITIONAL AND DIGITAL Source: eMarketer
  21. 21. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 21 LATIN AMERICA AD SPENDING 2018 TRADITIONAL AND DIGITAL Source: eMarketer
  22. 22. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 22 LATIN AMERICA AD SPENDING 2018 DIGITAL BY DEVICE Source: eMarketer
  23. 23. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 23 LATIN AMERICA AD SPENDING 2018 DIGITAL BY DEVICE Source: eMarketer
  24. 24. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 24 LATIN AMERICA AD SPENDING CHANGES Source: eMarketer
  25. 25. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 25 LATIN AMERICA AD SPENDING Source: eMarketer
  26. 26. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 26 LATIN AMERICA AD SPENDING 2018 FIFA WORLD CUP’S EFFECT
  27. 27. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 27 Source: GSMA Intelligence 2018; CB Insights LATIN AMERICA INVESTING Includes VC plus private equity, corporate investments, angels, etc
  28. 28. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 28 Source: Newzoo, 2017 MOBILE GAMES MONETIZATION MAP
  29. 29. BEHAVIOR
  30. 30. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 30 APP POPULARITY BY COUNTRY (FREE APPS) Source: We are Social / SimilarWeb
  31. 31. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 31 Source: We are Social / GSMA Intelligence 2018; CB Insights
  32. 32. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 32 Source: comScore / GloboWebIndex, 2017
  33. 33. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 33 Proprietary & Confidential
  34. 34. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 34 Source: GloboWebIndex, 2017
  35. 35. BEHAVIOR BRAZIL
  36. 36. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 36 Source: Panorama Mobile Time/Opinion Box
  37. 37. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 37 Source: Google
  38. 38. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 38 Source: Google
  39. 39. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 39 Source: Google
  40. 40. MARKETING
  41. 41. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 41 SMARTPHONE USERS AND RETAIL SALES Source: eMarketer
  42. 42. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 42 E/M-COMMERCE IN LATIN AMERICA Source: Criteo
  43. 43. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 43 MOBILE IS THE MAJORITY FOR RETAILERS WITH A SHOPPING APP Source: Criteo
  44. 44. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 44 BETTER CONVERSION ON MOBILE APP Source: Criteo
  45. 45. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 45 MOBILE WALLET PAYMENT ADOPTION OF MOBILE WALLETS FOR PAYMENT Source: eMarketer; IAB; Nielsen
  46. 46. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 46 GLOBAL PROXIMITY MOBILE PAYMENT USERS Source: eMarketer
  47. 47. MARKETING BRAZIL
  48. 48. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 48 WHEN AND… WHEN Source: Criteo
  49. 49. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 49 PERFIL DO CONSUMIDOR ON-LINE BR
  50. 50. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 50 ONDE ESTÁ O E-COMMERCE BR?
  51. 51. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 51 MARKETPLACE CRESCE NO BRASIL Source: Ebit
  52. 52. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 52 CROSS BORDER – COMPRAS EM SITES INTERNACIONAIS Source: Ebit
  53. 53. TRENDS TO BE AWARE
  54. 54. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 54 • Designing with common user navigation patterns in mindContext-specific features (only visible when users are only to need them, a.k.a Progressive Disclosure) • Gentle nudges in the form of pop-up suggestions that can help app users save even more time when performing specific functions • Designing with anticipated user actions in mind • Creating a linear design experience (UX with a specific beginning, middle, and end that allows users to complete one action with each step) • To make it clear what interactions are available (animated hints) • To clarify spatial relationships between UI elements (animated transitions) • To provide feedback on the interaction • Having a clear order with how visuals are presented to make content comprehension easier • Removing unnecessary “design clutter” to keep the attention focused on product content • Making good use of white space to give content some breathing room • Better Way To Express Emotions - Expressing emotions is natural for people. Even in the era of command string interfaces, we used emoticons to make other people understand what we feel.  • Natural Interactions With Apps - More focus on gestures will change the way we interact with apps. For example, the way we like our content. Instead of tapping on the button or icon, it’s possible to make it more naturally by drawing ‘hear’ icon on the screen.  • Mimic Emotions In UI Feedback - As humans, we establish an emotional connection with all products we use. Therefore, we expect some level of human-like feedback when we interact with products. Even that we know that the products aren’t humans and can’t feel emotions, we want to believe that they can.  USER JOURNEY SIMPLIFICATION IN-APP GESTURES PAIRED WITH ANIMATION CONTENT-CENTERED EXPERIENCE EMOTIONAL EXPERIENCES Source: QUEBLE; Nick Babich
  55. 55. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 55 Source: BiznessApps
  56. 56. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 56 • Chatbots As Assistants Integrated In Messaging Platforms Most probably we won’t see chatbots as a full replacement for regular GUI experiences, but they will be integrated into messaging platforms (such as Facebook Messages) to serve as assistants. Businesses are already having real-time automated conversations with their customers.  CONVERSATIONAL DESIGN Source: Nick Babich; MarketingProfs; INC.com • Voice and natural language interfaces go mainstream • In 2016, Google stated that roughly 20 percent of all mobile searches were done with voice activation. • Mobile Voice Assistants are finding new hardwares in which to “inhabit”
  57. 57. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 57 • Image recognition becomes more accessible and accurate • Use of pictures, consolidated by user generated content, gains new dimension as things become able to recognize them • Machines began to comprehend the visual world • Every new way of making devices smarter and more portable improves on ways to help, assist, adapt and rehabilitate the human condition INTERNET OF EYES ASSISTIVE TECHNOLOGY Source: JWT Intelligence
  58. 58. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 58 • In-app chat features for interactions with other users or access to instant assistance • Age-responsive capabilities that adjust things like font sizes and colors based on the age of the user • In-app messaging based on how users typically interact with an app • Push notifications timed to be delivered when users are most active to encourage consistent engagement • Understanding mood and context for a better interface with user DATA DRIVEN PERSONALIZATION TO SMARTER PERSONAL- IZED USER EXPERIENCES Source: QUEBLE; Kleiner Perkins
  59. 59. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 59 Source: BiznessApps
  60. 60. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 60 Source: Nick Babich; BiznessApps • Adapting Video For Short Attention Span - The average human attention span has fallen from twelve seconds in 2000, to eight seconds in 2015. New ways of content delivery appear as a result of adapting to the change. Formats like 360-degree videos and Facebook Live were created as a result of such adaptation. In 2018 more users and business will use this format to deliver important and timely information.  • Adapting Video For Portrait Orientation - According to Luke W [lukew.com], 94% of the time mobile phones used in portrait orientation. This means that all content (including video) should be adapted for this orientation.  DOMINANCE OF VIDEO
  61. 61. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 61 • There’s been a massive increase in the software tools used to run a business, with multiple competitors on any major vertical. These communication and collaboration tools will allow for more remote teams, or at least a lowered need for pure office presence to create productive companies. CONSOLIDATION OF COLLABORATIVE PRODUCTIVITY TOOLS Source: INC.com
  62. 62. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 62 • TheCashless payment is quickly becoming a new standard for many users • Money is increasingly becoming frictionless • “People need banking, not banks” still applies INVISIBLE PAYMENTS AND NEW BANKING MODELS Source: Nick Babich; JWT Intelligence; Morgan Stanley; BiznessApps
  63. 63. MMA MOBILE REGIONAL INSIGHTS - JUNE 2018 63 • Long-sought ‘dreams’ of technology • Have been trending for a few years already • Making increasingly progress • High expertise and expensive • Will remain a trend for a while AUGMENTED REALITY AND VIRTUAL REALITY ARTIFICIAL INTELLIGENCE (COGNITION AS A SERVICE (CAAS)) INTERNET OF THINGS AUTONOMOUS DRIVING Source: Hibou; BiznessApps
  64. 64. MMA Is the main leading non-profit trading association of the mobile industry in the world, having over 800 associated companies in approximately 50 countries. Our associates come from every corner of the Mobile Marketing ecosystem including, brand marketers, advertising agen- cies, mobile technology platforms, media companies, operators and others. MMA’s mission is to accelerate the transformation and innovation of the marketing through mobile devices, promoting business growth with a stronger and closer consumer engagement. MMA LATAM Team: Fabiano Destri Lobo, Managing Director LATAM fabiano@mmaglobal.com Thais Schauff, Director Business Development & Operations LATAM thais.schauff@mmaglobal.com Argentina: Soledad Moll soledad.moll@mmaglobal.com Brasil: Thais Schauff thais.schauff@mmaglobal.com Colômbia: Thais Schauff thais.schauff@mmaglobal.com México: Thais Schauff thais.schauff@mmaglobal.com DO YOU WANT TO BE PART OF MMA? GET IN TOUCH WITH US! MMALATAM@MMAGLOBAL.COM Execution: Hibou Art direction: Thiago Honório

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MMA Regional Insights - Desk research de números do mercado de toda America Latina.

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