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MMA MOBILE
REGIONAL INSIGHTS
JULY 2016
Fabiano Destri Lobo
Managing Director LATAM
The initiative of the Mobile Marketing Association (MMA) in Latam, aligned with the global mission
of accelerating the transformation and innovation of marketing through mobile, draws attention
to urgent and important issues, enabling more education supporting the further growth of the
marketing and advertising ecosystem in the countries where it operates.
During this year, we will produce a series of educational materials, research and reports in order to
bring knowledge and celebrate the maturing of the mobile market for the marketing and advertising
industry in the region.
We are producing a total of four exclusive researches on mobile consumer behavior in Brazil, Mexico,
Argentina and Colombia; one Regional Insights Report that demonstrate the great growth and true
potential of the mobile medium in the region; five Playbooks and three white papers on subjects
important to the industry. We will also have interviews with major leading brands, agencies and
other members of the ecosystem in Latam; as well as winner cases studies of the Smarties Awards
and much more. All this material will be compiled and distributed at the end of the year in the
edition of the MMA Mobile Latam Yearbook 2016 for members only in pdf format and also through
an application.
In this Mobile Insights Report Latam 2016, the subject could not be different since we live in a world
where consumers are increasingly connected through their mobile devices. Mobile is accelerating
its relevance exponentially in relation to other digital channels. According to eMarketer, in 2020 we
will have approximately 250MM smartphone users across the region. The economic impact and the
contribution to GDP in the region will grow to US$ 275 billion by 2020.
If there were still doubts about the “year of mobile” announced at least 10 years ago, the numbers
and opportunities of this growing market show that much more than the year or the decade of
mobile, we live in the mobile era, and the best yet to come.
Enjoy!
Introduction
Table of contents
Big numbers
Users
Spendings
Behaviour
Technology
Marketing
Demographics
Trends
Final Takeaways
4
7
13
22
34
38
44
46
50
BIG NUMBERS
Information Age around the globe
Digital transformation in action
2.3 billions GB of web traffic.
8.8 billions videos watched.
36 millions shopping.
186 millions photos.
152 millions phone calls.
207 billions emails sent.
4.2 billions from searches.
803 millions tweets.
Mobile in Latin America Report - 2016
Source: World Bank
5
1990 1995 2000 2005 2010
80
100
60
40
20
0
Percentagemdapopulação
Melhoria do saneamento
Melhoria do abastecimento de água
Eletricidade
Ensino médio
Internet
Telefone celular
Banda larga móvel
2015
Mobile Subscribers
Hyper-Connecter World
Mobile in Latin America Report - 2016
Source: GSMA  Mobile Economy, 2016
Source: comScore, 2015 LATAM Digital Future in Focus
6
Internet Penetration
Asia
644,393
412,446 421,990
216.600 224,905
134.050
188.272
147.249
171.842
805,071
Europe USA & Canada Oriente + Africa Latin América
25%
40%
17%
2%
4%
USERS
#Worldwide Mobile Subscriptions
#Mobile Phone + Density
Mobile in Latin America Report - 2016
Source: UIT,WirelessIntelligence, GSA/InformaeTeleco: http://www.teleco.com.br/pais/celular.asp
Source: Teleco and Regulator Agency
8
#Mobile Phone Users (millions)
#Mobile Phone Penetration (% of pop.)
Mobile in Latin America Report - 2016
Source: eMarketer
9
2013 2014 2015 2016 2017 2018
Brazil 130.1 137.3 141.3 144.7 148.0 151.0
Mexico 74.4 78.2 81.3 83.5 85.6 87.3
Colombia 30.8 31.7 32.4 33.0 33.7 34.3
Argentina 29.4 30.0 30.7 31.3 31.9 32.4
Peru 17.1 18.2 19.1 19.6 20.2 20.6
Chile 12.4 12.6 12.8 13.0 13.2 13.4
Other 85.4 87.5 89.4 91.2 93.6 95.5
Latin America 379.5 395.5 406.9 416.5 426.1 434.4
2013 2014 2015 2016 2017 2018
Chile 72.2% 72.8% 73.3% 73.9% 74.3% 74.6%
Argentina 68.9% 69.7% 70.6% 71.4% 72.0% 72.5%
Colombia 67.3% 68.6% 69.3% 70.0% 70.6% 71.2%
Brazil 64.7% 67.7% 69.2% 70.3% 71.4% 72.3%
Mexico 62.8% 65.3% 67.2% 68.3% 69.3% 70.0%
Peru 57.4% 60.4% 62.6% 63.8% 64.9% 65.8%
Other 58.5% 59.2% 59.8% 60.3% 61.1% 61.7%
Latin America 63.2% 65.2% 66.4% 67.3% 68.2% 68.9%
Mobile Subscriptions LATAM
Smartphone Users in Latin America
700M Mobile broadband
connections across
Latin America by 2021
Mobile in Latin America Report - 2016
Source: Ericson, Nov/ 2015
Source: eMarketer, July/ 2015
* FGV
10
In 2017, smartphone user
penetration will reach 49,7%.
This number is growing each
year.
Non-connected person will
become the exception, not the
norm.
Mobile in Latin America Report - 2016 11
Source: eMarketer, July/ 2015
Global Data Snapshot
Latin America Distinctiveness
Wireless Internet Access LATAM Device Distribution LATAM
Mobile in Latin America Report - 2016
Source: Ericson, Nov/ 2015
Source: Pew Research Center, 2015
Source: 2015_LATAM_Digital_Future_in_Focus
2015 WorldwideL atam
Total Population
Internet Users
Unique Mobile Substribers
7300M
3200M
4700M
634M
345M
380M
12
SPENDINGS
Mobile Broadband Connections Predictions and
Current Revenue - LATAM
Mobile in Latin America Report - 2016
Source: GSMA, 2014
14
Mobile ecosystem contribution to GDP
US$242B
1M 1.3M
U$41B
U$53B
US$275B
4.1% GDP in 2013
Jobs directly
supported by
mobile
Jobs directly
supported by
mobile
4.5% GDP in 2020
2013
2013
2013
2020
2020
2020
Public funding ecosystem
Mobile ecosystem contribution
to public funding in L.A. before
regulatory fees.
Plus an addittional 1.2M indirect
Jobs supported in 2013.
Employment
#Smartphone Users Worldwide
#Smartphone Users Worldwide Will
Mobile in Latin America Report - 2016
Source: eMarketer, Dec/2015
15
Mobile ad Spending by Country
Estimate correction: how 2016 would be according
Mobile in Latin America Report - 2016
Source: eMarketer, Sep/2015
16
Retail Online 2015-2020
US Mobile App Buyers, 2013-2018
Mobile in Latin America Report - 2016
Source: eMarketer, Sep/2015
Source: WeAreSocial | eMarketer | Ericson
17
The Global Mobile App Market
Total Number of Apps by Store Worldwide
Mobile in Latin America Report - 2016
Source: Statista, 2015
Source: App Figures, 2014
18
Google Play and the Apple App Store remain in very tight competition, with Google Play remaining
ahead of the Apple App store in terms of the number of apps offered. As of May 2015, Google Play
offers 1.5 million apps, and the Apple App store offers 1.4 million apps. All the results are as follows:
We can see all three stores really
expanded their app catalog.
It’s the kind of healthy growth
you’d expect from a relatively
new industry. The most obvious
takeaway here, however, is that
Google finally closed the gap
and actually jumped ahead
of Apple, ending the year
with more than 1.43 million
apps compared to 1.21 million.
Amazon, although a distant
third, grew its catalog by nearly
90% to 293k apps.
More apps than ever!
Mobile in Latin America Report - 2016
Source: App Figures, 2014* By Number of Developers
19
2014 App Store Growth By Number of App
Fastest Growing IOS Categories* Fastest Growing Google Categories*
Mobile Apps Download from all Stores - LATAM
US Mobile App Installers and Penetration
Mobile in Latin America Report - 2016 20
Source: eMarketer, Feb/ 2015
Source: comScore_IMS_Mobile_in_Latam_ENGUS
The State Of App Downloads
The State Of Monetization Per Capita in Latin America
Mobile in Latin America Report - 2016 21
Source: inmobi, 2015
BEHAVIOR
Digital Army Knives
50 Millions Users in 4 years
Average Online Hours (per month)
Mobile in Latin America Report - 2016
Source: DigitalBuzz
Source: WeareSocial 2015
23
•	Every new component, every new sensor, turns into several
new venues to explore.
•	Users are less concerned in doing new things than they are
in doing old things in a new way.
•	Equilibrium between bigger screens and portability is finally
converging.
•	Apps are, right now, more atractive than websites on
mobile.
Internet to Go
Categories Consumed Online
Mobile in Latin America Report - 2016
Source: Dataxis
Source: comScore, 2015_LATAM_Digital_Future_in_Focus
24
Brazil, where the combo sales model is common for Pay TV plus Internet, lost 460,000 subscribers
in 2015.
Harsher economy is one of the factors. Given a excludent choice between a smartphone and a new
computer, brazilian consumers prefer the mobile device.
People are also more concerned about being always online and as a result home connection may
suffer a cut from household budget to insure the mobile broadband connection, which steadily
grows.
At the same time, 75% subscribers of Pay TV in South America and Mexico have access to TV
Everywhere services. Brazil is the country with most platforms in the region, 12 of the 53 total.
Categories – Child and Teen, Brazil
Online Video Consumption in LATAM
Mobile in Latin America Report - 2016
Source: Statista, 2015
Source: comScore_IMS_Mobile_in_Latam_ENGUS
25
Online Video Consumption in LATAM
Social Media actions in Latin America - 2014
Facebook Users in Latin America
Mobile in Latin America Report - 2016
Source: comScore, Inc., Video Metrix, AR, BR, CL, CO, MX, Home & Work, Persons: 15+, Apr. 2014 vs Apr. 2015
Source: comScore, 2015_LATAM_Digital_Future_in_Focus
Source: Statista 2016
26
Who is on Facebook? Latin america
90% of Mobile Time is in Apps – Global Behavior
Mobile in Latin America Report - 2016
Source: Kaszek Ventures
Source: Flurry Analytics, June 2015
27
2012
Q3 Q4
Ad Revenue Evolution ($M)
2015
Q3 Q4
2013
Q1 Q2 Q3 Q4
2014
Q1 Q2 Q3 Q4
Desktop Mobile
1084
176
1220
356
1022
438
944
656 1030
990
1217
1373
1025
1475 1106
1804 1088
2112 1113
2477
896
2424 912
2888
Facebook has replaced your
mobile browser as your window
on the world. 42% of app time
occurs in most used app. 75%
of app usage occurs in top 4
apps. 1/3 of mobile time is spent
in social/messaging apps. But
70% of time in social apps is
spent consuming media (videos,
articles, ...).
The Constant Connectivity of Millennials in Latam
Mobile in Latin America Report - 2016
Source: “Digital natives” by comScore (study commisseioned by Facebook), Mar-Jun-2014
*Facebook Internal data, Jan 2015
Illustration Designed by Freepik
28
Milennials (age 13-34) on Facebook across Mexico, Colombia and Argentina are...
...Constantly Connected
Argentina
Access continues to
grow.
Colombia
Technology and
tradition live
side-by-side
Mexico
Online vídeo is os par
witch TV
•	19% use feature
phones*
•	95% access
Facebook from
home
•	78% access
Facebook on
Android*
•	76% watch TV
every day
•	62% watch TV every
day
•	61% watch vídeo online
every day
...Mobile-inclined ...Multiscreeners
90%
Access
Facebook
daily
86%
Access
Facebook
on mobile*
59%
Access
Facebook
while
watching
TV
Location-based Services
Locations Used - LATAM
Mobile in Latin America Report - 2016 29
Source: eMarketer, June/ 2015
Source: comScore_IMS_Mobile_in_Latam_ENGUS
Mobile Games Monetization World Map
Mobile in Latin America Report - 2016
Latin America expected to be highest-growing mobile games market with 50% CAGR* by 2017
30
Source: Newzoo
Mobile Games Monetization World Map
Mobile in Latin America Report - 2016 31
Source: Newzoo
Multiscreen and Multitask - LATAM
Network Quality and Satisfaction
Mobile in Latin America Report - 2016 32
Source: Ericson, Nov/ 2015
Streaming video
Streaming music
Web browsing
Social networking
37%
25%
22%
16%
34%
37%
49%
47%
Reasons for sharing data with companies according to US users
IMPORTANCE SATISFACTION
Mobile App Download Share in Latin America
Mobile in Latin America Report - 2016 33
Source: eMarketer, June, 2015
TECHNOLOGY
MMA Mobile Regional Insights
OS in LATAM
Worldwide traffic and revenue by device and OS
Worldwide traffic and revenue share by OS
Mobile in Latin America Report - 2016 36
Source: comScore, 2015_LATAM_Digital_Future_in_Focus
Source: Mobile Village, 2015
Android
PhoneT ablet
Revenue
iOSO ther
iPhone iPad iPod Blackberry Symbian Windows Other
62%
2% 2%
17%
27%
4%
17%
1% 1% 2% 2% 4% 1% 0%
42%
0%
6% 5%
IT Access – Home devices ownership, Brazil
Mobile in Latin America Report - 2016 37
Source: Cetic, 2014
MARKETING
Mobile Ads Users Love
M-Commerce Current Users in LATAM
Brazilian growth sales by mobile
Mobile in Latin America Report - 2016 39
Source: 2013 – mobile internet Consumer Latin America MMA
Source: M-Commerceinlatinamerica–EricssonReport(ConsumerLab)
Source: E-bit Informação - Quarter Evolution, 2015
Mobile-commerce is still awaiting for strong development. However, considering rapidly increase
in smartphone penetration in Latam and consumer interest, m-commerce is at an all-time high.
In July/2015 we achieved the highest sales by mobile devices (tablet and smartphone)
Orders
11.9%
Revenues
12.5%
Brazilian overview m-commerce
Mobile in Latin America Report - 2016 40
Source: E-bit Informação - Quarter Evolution, 2015
Criteo, State of Mobile Commerce, Q3 2015
*to be considered a committed app retailer, a retailer had to have at least 25% of eCommerce transactions on a mobile
device. Of those mobile transactions, more than 10% are from mobile apps.
Source: E-bit Informação– July/ 2015
Visitors: 35%
Share of Orders: 10,1%
Average Ticket: R$ 400,80
55% of desktop finalized purchases had a cross device journey
Apps convert twice more than desktop on retail, and have higher average ticket
User complete purchase on
% of users who used multiple
devices in path to purchase.
Brazil cross-device share of eCommerce Transactions:
59% 60% 55%
Tablet Smartphone Desktop
Activities Inside Physical Stores Through Mobile Devices
Superior Experience Leads to Better Results for Apps
Mobile in Latin America Report - 2016 41
Source: E-bit Informação– June/2015 – Special Mobile Survey
Source: Criteo, State of Mobile Commerce, Q3 2015
Products viewed per user
4.3
Add-to-basket
Purchase
Products viewed per user
14.4
Add-to-basket
Purchase
CONVERSION RATE 3.7 CONVERSION RATE
x3.5
x2.4
x1.6
APPMOBILE BROWSER
Conversion Funnel from landing on site
Engagement time - Brazil
What Would One Mobile App Be In The Largest City In
South America?
Mobile in Latin America Report - 2016 42
Source: comScore, 2015
Source: Spotify
Spotify is the fifth largest “radio broadcaster” in
São Paulo regarding weekly reach.
Weekly reach 15 – 65 range.
399 interviews.
Tips for Mobile marketing
Mobile in Latin America Report - 2016 43
Source: Sendible, 2015
•	Use effective keywords.
•	Identify your audience.
•	Ensure that your e-mail is mobile-compatible and customised.
•	Build your audience.
•	Ensure that your landing pages can be accessed directly.
•	Mobile technology.
•	Customised content.
•	Call for Action.
•	Watch out for new tecnologies which enhance your mobile marketing.
•	Play with website designs.
•	Offer options for a 10 seconds break or a 30 minutes commute.
•	Carefully consider the paywall worthiness.
•	Respect your target bandwidth capabilities.
•	It’s actually easier to ask first than to apologize later.
•	Do not over push notificate your target.
•	Keep an open mind about synergies with other apps and services.
DEMOGRAPHICS
Mobile Internet Users Profile
Mobile in Latin America Report - 2016 45
Source: comScore. 2015_LATAM_Digital_Future_in_Focus; emarketer, 2015; We are Social, 2016
TRENDS
GARTNER RESEARCH
MILLWARD BROWN
Mobile in Latin America Report - 2016 46
Source: GARTNER
•	The Device Mesh
•	Advanced Machine Learning
•	Robo-writers create content: by 2018, 20 percent of business content will be authored by
machines.
•	Customer digital assistants hold conversations: by year-end 2018, customer digital assistants will
recognize individuals by face and voice across channels and partners.
Source: MILLWARD BROWN
•	Marketers will differentiate between lean-back activities and more active involvement uses.
•	Header Bidding Will Drive Change in Programmatic Buying
•	Connected TV Won’t Kill Linear TV Advertising in 2016
•	Brands Waste Billions by Failing to Adapt Video Creative Across Formats
•	Content Marketing Reaches the C-suite
PROXXIMA
Source: PROXXIMA
•	Mobile rules over desktop and Google’s Mobilegeddon
•	Increase in video ads acceptance
•	Ad spending in digital media – social, web and search – is to surpass TV spendings in 2016
JWT
Mobile in Latin America Report - 2016 48
Source: JWT
•	On-demand world and the end of cable television as we know it
•	Context is king
•	Smart cities
•	Baby and beauty tech
•	New buzzword: empathy
•	Silicon Valley’s next frontier: Infrastructure
McKinsey&Company
Source: McKinsey&Company
•	As shopping moves in-app, digital payments displace cash
•	Nonbanks will continue to lead in peer-to-peer
•	Loyalty enters a new age
•	Domestic infrastructures move to real-time
•	Cyber attacks will increase
TRENDWATCHING
Source: TRENDWATCHING
•	Researchers are able to tell from a smartphone user’s mobile activity whether the user is bored
with an 83% accuracy rate
•	Start by ensuring your internal culture is something to flaunt, rather than hide.
•	Playfully reposition your product or service in order to offer perspective shifts that shock
customers into a radically new appreciation of the value you’re offering
TECHCRUNCH
Mobile in Latin America Report - 2016 49
Source: TECHCRUNCH
•	Bitcoin Will Be Boring
•	AI Will Whisper To You
•	The Era Of Hardware Memes Approaches
•	We’re All Probably Wrong: in 1894, the Times of London estimated that by 1950 every street in the
city would be buried nine feet deep in horse manure.
Google - Education
•	Journey to collge registration is 60% online
•	37% look for video information in the decision process
•	50% of potential students use search engines to compare learning institutions
Source: Google
FINAL TAKEAWAYS
Top 15 Takeaways
Mobile in Latin America Report - 2016 51
1.	 The information age is here to stay and it’s a global phenomenon. Some big numbers: 2.3 billions
GB of web traffic; 8.6 bullion videos watched; 4.2 billion searches made; 803 million tweets; 207
billion emails sent and 186 million photos taken
2.	 There are approximately 5 billion unique mobile subscribers in the world today according to
GSMA.
3.	 Mobile subscriptions in Latam have surged. 700 million mobile broadband connections across
Latam are forecasted by Ericson for 2021.
4.	 Smartphone users in Latam have played an important role in this hyper connected world.
According to marketers, there are 182 million smartphones in the region. Brazil leads the
penetration with approximately 60 million, followed by Mexico with 46 million and Colombia
and Argentina with 19 and 16 million respectively.
5.	 In 2017, smartphone user penetration will reach 49,7%. The number is growing each year. The
non-connected person will become the exception, not the norm.
6.	 Mobile ecosystem contribution to GDP in 2020 is expected to reach US$ 275 Billion or 4.5% of
GDP in the region.
7.	 According to emarketer, mobile ad spending in Latam will grow from 620 million in 2014 to 7.92
billion in 2019
8.	 By 2020, there will be 395 billion mobile internet users in the region.
9.	 App download have reached new highs making Brazil the most popular download destination
with 75% share in Latam. Apps are, right now more attractive than websites. 90% of mobile time
is in apps.
10.	 Emarketer has showed that 85% of that is games, 9% is communication, 3% is for entertainment,
2% is business and 1% is technology.
11.	 Online video consumption in Latam is more mobile than ever.
12.	 Social media eyeballs and revenues too
13.	 Location is the new search. The will be 8 times more mobile data traffic between 2015 and 2021
14.	 Latam expected to be the richest growing mobile games market with 50% CAGR by 2017
15.	 Marketers are closer to their consumer through mobile and will differentiate between lean-back
activities to more active involvement
Sources
Mobile in Latin America Report - 2016 52
•	App Figures
•	Cetic
•	CI&T
•	comScore
•	DigitalBuzz
•	E-bit Informação
•	eMarketer
•	FGV
•	Flurry Analytics
•	Ford Motors
•	Gartner
•	Google
•	GSMA
•	INC.
•	inMobi
•	JWT
•	Ericsson ConsumerLab
•	McKinsey&Company
•	Millward Brown
•	Mobile Internet Consumer Latin America MMA
•	Mobile Village
•	Newzoo
•	Pew Research Center
•	Proxxima
•	Sendible
•	Spotify
•	Statista
•	Techcrunch
•	Trendwatching
•	Vend
•	We are Social
•	World Bank
About Hibou
Mobile in Latin America Report - 2016 53
Hibou: Owl. fr
Hibou is a market research company that goes beyond the traditional.
Hibou aims to see the consumer as a whole, an individual that has its own history, fears, qualities and
drivers, a creature that observes and learns as he consumes products, campaigns and ideas, and so
chooses his own way towards the product or service in study.
Using tested and true research methods in tandem with the fast paced changes of today - be them
of any nature, from social to technological - Hibou tracks niches and opportunities that can generate
scale, awareness and growth for brands and to align the values of companies and their customers,
current or potential.
From product concept until campaign strategy, every step can benefit from an insightful look,
testing and validation, and the rewarding answer for questions both old and new. Let the owl (hibou)
find your answers.
Ligia Mello, CEO ligia@lehibou.com.br
About the MMA
Mobile in Latin America Report - 2016 54
The MMA is the world’s leading global non-profit trade association comprised of more than 800
member companies, from nearly fifty countries around the world. Our members hail from every
faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology
platforms, media companies, operators and others. The MMA’s mission is to accelerate the
transformation and innovation of marketing through mobile, driving business growth with closer
and stronger 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
Brazil:
Graziela Mazzer graziela.mazzer@mmaglobal.com
Mexico:
Carolina Mathieu carolina.mathieu@mmaglobal.com
Zelmi Etchegoyhen zelmi@mmaglobal.com
Do you want to know more about
membership?
Reach out to us:
mmalatam@mmaglobal.com

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MMA Mobile Regional Insights

  • 2. Fabiano Destri Lobo Managing Director LATAM The initiative of the Mobile Marketing Association (MMA) in Latam, aligned with the global mission of accelerating the transformation and innovation of marketing through mobile, draws attention to urgent and important issues, enabling more education supporting the further growth of the marketing and advertising ecosystem in the countries where it operates. During this year, we will produce a series of educational materials, research and reports in order to bring knowledge and celebrate the maturing of the mobile market for the marketing and advertising industry in the region. We are producing a total of four exclusive researches on mobile consumer behavior in Brazil, Mexico, Argentina and Colombia; one Regional Insights Report that demonstrate the great growth and true potential of the mobile medium in the region; five Playbooks and three white papers on subjects important to the industry. We will also have interviews with major leading brands, agencies and other members of the ecosystem in Latam; as well as winner cases studies of the Smarties Awards and much more. All this material will be compiled and distributed at the end of the year in the edition of the MMA Mobile Latam Yearbook 2016 for members only in pdf format and also through an application. In this Mobile Insights Report Latam 2016, the subject could not be different since we live in a world where consumers are increasingly connected through their mobile devices. Mobile is accelerating its relevance exponentially in relation to other digital channels. According to eMarketer, in 2020 we will have approximately 250MM smartphone users across the region. The economic impact and the contribution to GDP in the region will grow to US$ 275 billion by 2020. If there were still doubts about the “year of mobile” announced at least 10 years ago, the numbers and opportunities of this growing market show that much more than the year or the decade of mobile, we live in the mobile era, and the best yet to come. Enjoy! Introduction
  • 3. Table of contents Big numbers Users Spendings Behaviour Technology Marketing Demographics Trends Final Takeaways 4 7 13 22 34 38 44 46 50
  • 5. Information Age around the globe Digital transformation in action 2.3 billions GB of web traffic. 8.8 billions videos watched. 36 millions shopping. 186 millions photos. 152 millions phone calls. 207 billions emails sent. 4.2 billions from searches. 803 millions tweets. Mobile in Latin America Report - 2016 Source: World Bank 5 1990 1995 2000 2005 2010 80 100 60 40 20 0 Percentagemdapopulação Melhoria do saneamento Melhoria do abastecimento de água Eletricidade Ensino médio Internet Telefone celular Banda larga móvel 2015
  • 6. Mobile Subscribers Hyper-Connecter World Mobile in Latin America Report - 2016 Source: GSMA  Mobile Economy, 2016 Source: comScore, 2015 LATAM Digital Future in Focus 6 Internet Penetration Asia 644,393 412,446 421,990 216.600 224,905 134.050 188.272 147.249 171.842 805,071 Europe USA & Canada Oriente + Africa Latin América 25% 40% 17% 2% 4%
  • 8. #Worldwide Mobile Subscriptions #Mobile Phone + Density Mobile in Latin America Report - 2016 Source: UIT,WirelessIntelligence, GSA/InformaeTeleco: http://www.teleco.com.br/pais/celular.asp Source: Teleco and Regulator Agency 8
  • 9. #Mobile Phone Users (millions) #Mobile Phone Penetration (% of pop.) Mobile in Latin America Report - 2016 Source: eMarketer 9 2013 2014 2015 2016 2017 2018 Brazil 130.1 137.3 141.3 144.7 148.0 151.0 Mexico 74.4 78.2 81.3 83.5 85.6 87.3 Colombia 30.8 31.7 32.4 33.0 33.7 34.3 Argentina 29.4 30.0 30.7 31.3 31.9 32.4 Peru 17.1 18.2 19.1 19.6 20.2 20.6 Chile 12.4 12.6 12.8 13.0 13.2 13.4 Other 85.4 87.5 89.4 91.2 93.6 95.5 Latin America 379.5 395.5 406.9 416.5 426.1 434.4 2013 2014 2015 2016 2017 2018 Chile 72.2% 72.8% 73.3% 73.9% 74.3% 74.6% Argentina 68.9% 69.7% 70.6% 71.4% 72.0% 72.5% Colombia 67.3% 68.6% 69.3% 70.0% 70.6% 71.2% Brazil 64.7% 67.7% 69.2% 70.3% 71.4% 72.3% Mexico 62.8% 65.3% 67.2% 68.3% 69.3% 70.0% Peru 57.4% 60.4% 62.6% 63.8% 64.9% 65.8% Other 58.5% 59.2% 59.8% 60.3% 61.1% 61.7% Latin America 63.2% 65.2% 66.4% 67.3% 68.2% 68.9%
  • 10. Mobile Subscriptions LATAM Smartphone Users in Latin America 700M Mobile broadband connections across Latin America by 2021 Mobile in Latin America Report - 2016 Source: Ericson, Nov/ 2015 Source: eMarketer, July/ 2015 * FGV 10
  • 11. In 2017, smartphone user penetration will reach 49,7%. This number is growing each year. Non-connected person will become the exception, not the norm. Mobile in Latin America Report - 2016 11 Source: eMarketer, July/ 2015
  • 12. Global Data Snapshot Latin America Distinctiveness Wireless Internet Access LATAM Device Distribution LATAM Mobile in Latin America Report - 2016 Source: Ericson, Nov/ 2015 Source: Pew Research Center, 2015 Source: 2015_LATAM_Digital_Future_in_Focus 2015 WorldwideL atam Total Population Internet Users Unique Mobile Substribers 7300M 3200M 4700M 634M 345M 380M 12
  • 14. Mobile Broadband Connections Predictions and Current Revenue - LATAM Mobile in Latin America Report - 2016 Source: GSMA, 2014 14 Mobile ecosystem contribution to GDP US$242B 1M 1.3M U$41B U$53B US$275B 4.1% GDP in 2013 Jobs directly supported by mobile Jobs directly supported by mobile 4.5% GDP in 2020 2013 2013 2013 2020 2020 2020 Public funding ecosystem Mobile ecosystem contribution to public funding in L.A. before regulatory fees. Plus an addittional 1.2M indirect Jobs supported in 2013. Employment
  • 15. #Smartphone Users Worldwide #Smartphone Users Worldwide Will Mobile in Latin America Report - 2016 Source: eMarketer, Dec/2015 15
  • 16. Mobile ad Spending by Country Estimate correction: how 2016 would be according Mobile in Latin America Report - 2016 Source: eMarketer, Sep/2015 16
  • 17. Retail Online 2015-2020 US Mobile App Buyers, 2013-2018 Mobile in Latin America Report - 2016 Source: eMarketer, Sep/2015 Source: WeAreSocial | eMarketer | Ericson 17
  • 18. The Global Mobile App Market Total Number of Apps by Store Worldwide Mobile in Latin America Report - 2016 Source: Statista, 2015 Source: App Figures, 2014 18 Google Play and the Apple App Store remain in very tight competition, with Google Play remaining ahead of the Apple App store in terms of the number of apps offered. As of May 2015, Google Play offers 1.5 million apps, and the Apple App store offers 1.4 million apps. All the results are as follows: We can see all three stores really expanded their app catalog. It’s the kind of healthy growth you’d expect from a relatively new industry. The most obvious takeaway here, however, is that Google finally closed the gap and actually jumped ahead of Apple, ending the year with more than 1.43 million apps compared to 1.21 million. Amazon, although a distant third, grew its catalog by nearly 90% to 293k apps.
  • 19. More apps than ever! Mobile in Latin America Report - 2016 Source: App Figures, 2014* By Number of Developers 19 2014 App Store Growth By Number of App Fastest Growing IOS Categories* Fastest Growing Google Categories*
  • 20. Mobile Apps Download from all Stores - LATAM US Mobile App Installers and Penetration Mobile in Latin America Report - 2016 20 Source: eMarketer, Feb/ 2015 Source: comScore_IMS_Mobile_in_Latam_ENGUS
  • 21. The State Of App Downloads The State Of Monetization Per Capita in Latin America Mobile in Latin America Report - 2016 21 Source: inmobi, 2015
  • 23. Digital Army Knives 50 Millions Users in 4 years Average Online Hours (per month) Mobile in Latin America Report - 2016 Source: DigitalBuzz Source: WeareSocial 2015 23 • Every new component, every new sensor, turns into several new venues to explore. • Users are less concerned in doing new things than they are in doing old things in a new way. • Equilibrium between bigger screens and portability is finally converging. • Apps are, right now, more atractive than websites on mobile.
  • 24. Internet to Go Categories Consumed Online Mobile in Latin America Report - 2016 Source: Dataxis Source: comScore, 2015_LATAM_Digital_Future_in_Focus 24 Brazil, where the combo sales model is common for Pay TV plus Internet, lost 460,000 subscribers in 2015. Harsher economy is one of the factors. Given a excludent choice between a smartphone and a new computer, brazilian consumers prefer the mobile device. People are also more concerned about being always online and as a result home connection may suffer a cut from household budget to insure the mobile broadband connection, which steadily grows. At the same time, 75% subscribers of Pay TV in South America and Mexico have access to TV Everywhere services. Brazil is the country with most platforms in the region, 12 of the 53 total.
  • 25. Categories – Child and Teen, Brazil Online Video Consumption in LATAM Mobile in Latin America Report - 2016 Source: Statista, 2015 Source: comScore_IMS_Mobile_in_Latam_ENGUS 25
  • 26. Online Video Consumption in LATAM Social Media actions in Latin America - 2014 Facebook Users in Latin America Mobile in Latin America Report - 2016 Source: comScore, Inc., Video Metrix, AR, BR, CL, CO, MX, Home & Work, Persons: 15+, Apr. 2014 vs Apr. 2015 Source: comScore, 2015_LATAM_Digital_Future_in_Focus Source: Statista 2016 26
  • 27. Who is on Facebook? Latin america 90% of Mobile Time is in Apps – Global Behavior Mobile in Latin America Report - 2016 Source: Kaszek Ventures Source: Flurry Analytics, June 2015 27 2012 Q3 Q4 Ad Revenue Evolution ($M) 2015 Q3 Q4 2013 Q1 Q2 Q3 Q4 2014 Q1 Q2 Q3 Q4 Desktop Mobile 1084 176 1220 356 1022 438 944 656 1030 990 1217 1373 1025 1475 1106 1804 1088 2112 1113 2477 896 2424 912 2888 Facebook has replaced your mobile browser as your window on the world. 42% of app time occurs in most used app. 75% of app usage occurs in top 4 apps. 1/3 of mobile time is spent in social/messaging apps. But 70% of time in social apps is spent consuming media (videos, articles, ...).
  • 28. The Constant Connectivity of Millennials in Latam Mobile in Latin America Report - 2016 Source: “Digital natives” by comScore (study commisseioned by Facebook), Mar-Jun-2014 *Facebook Internal data, Jan 2015 Illustration Designed by Freepik 28 Milennials (age 13-34) on Facebook across Mexico, Colombia and Argentina are... ...Constantly Connected Argentina Access continues to grow. Colombia Technology and tradition live side-by-side Mexico Online vídeo is os par witch TV • 19% use feature phones* • 95% access Facebook from home • 78% access Facebook on Android* • 76% watch TV every day • 62% watch TV every day • 61% watch vídeo online every day ...Mobile-inclined ...Multiscreeners 90% Access Facebook daily 86% Access Facebook on mobile* 59% Access Facebook while watching TV
  • 29. Location-based Services Locations Used - LATAM Mobile in Latin America Report - 2016 29 Source: eMarketer, June/ 2015 Source: comScore_IMS_Mobile_in_Latam_ENGUS
  • 30. Mobile Games Monetization World Map Mobile in Latin America Report - 2016 Latin America expected to be highest-growing mobile games market with 50% CAGR* by 2017 30 Source: Newzoo
  • 31. Mobile Games Monetization World Map Mobile in Latin America Report - 2016 31 Source: Newzoo
  • 32. Multiscreen and Multitask - LATAM Network Quality and Satisfaction Mobile in Latin America Report - 2016 32 Source: Ericson, Nov/ 2015 Streaming video Streaming music Web browsing Social networking 37% 25% 22% 16% 34% 37% 49% 47% Reasons for sharing data with companies according to US users IMPORTANCE SATISFACTION
  • 33. Mobile App Download Share in Latin America Mobile in Latin America Report - 2016 33 Source: eMarketer, June, 2015
  • 36. OS in LATAM Worldwide traffic and revenue by device and OS Worldwide traffic and revenue share by OS Mobile in Latin America Report - 2016 36 Source: comScore, 2015_LATAM_Digital_Future_in_Focus Source: Mobile Village, 2015 Android PhoneT ablet Revenue iOSO ther iPhone iPad iPod Blackberry Symbian Windows Other 62% 2% 2% 17% 27% 4% 17% 1% 1% 2% 2% 4% 1% 0% 42% 0% 6% 5%
  • 37. IT Access – Home devices ownership, Brazil Mobile in Latin America Report - 2016 37 Source: Cetic, 2014
  • 39. Mobile Ads Users Love M-Commerce Current Users in LATAM Brazilian growth sales by mobile Mobile in Latin America Report - 2016 39 Source: 2013 – mobile internet Consumer Latin America MMA Source: M-Commerceinlatinamerica–EricssonReport(ConsumerLab) Source: E-bit Informação - Quarter Evolution, 2015 Mobile-commerce is still awaiting for strong development. However, considering rapidly increase in smartphone penetration in Latam and consumer interest, m-commerce is at an all-time high. In July/2015 we achieved the highest sales by mobile devices (tablet and smartphone) Orders 11.9% Revenues 12.5%
  • 40. Brazilian overview m-commerce Mobile in Latin America Report - 2016 40 Source: E-bit Informação - Quarter Evolution, 2015 Criteo, State of Mobile Commerce, Q3 2015 *to be considered a committed app retailer, a retailer had to have at least 25% of eCommerce transactions on a mobile device. Of those mobile transactions, more than 10% are from mobile apps. Source: E-bit Informação– July/ 2015 Visitors: 35% Share of Orders: 10,1% Average Ticket: R$ 400,80 55% of desktop finalized purchases had a cross device journey Apps convert twice more than desktop on retail, and have higher average ticket User complete purchase on % of users who used multiple devices in path to purchase. Brazil cross-device share of eCommerce Transactions: 59% 60% 55% Tablet Smartphone Desktop
  • 41. Activities Inside Physical Stores Through Mobile Devices Superior Experience Leads to Better Results for Apps Mobile in Latin America Report - 2016 41 Source: E-bit Informação– June/2015 – Special Mobile Survey Source: Criteo, State of Mobile Commerce, Q3 2015 Products viewed per user 4.3 Add-to-basket Purchase Products viewed per user 14.4 Add-to-basket Purchase CONVERSION RATE 3.7 CONVERSION RATE x3.5 x2.4 x1.6 APPMOBILE BROWSER Conversion Funnel from landing on site
  • 42. Engagement time - Brazil What Would One Mobile App Be In The Largest City In South America? Mobile in Latin America Report - 2016 42 Source: comScore, 2015 Source: Spotify Spotify is the fifth largest “radio broadcaster” in São Paulo regarding weekly reach. Weekly reach 15 – 65 range. 399 interviews.
  • 43. Tips for Mobile marketing Mobile in Latin America Report - 2016 43 Source: Sendible, 2015 • Use effective keywords. • Identify your audience. • Ensure that your e-mail is mobile-compatible and customised. • Build your audience. • Ensure that your landing pages can be accessed directly. • Mobile technology. • Customised content. • Call for Action. • Watch out for new tecnologies which enhance your mobile marketing. • Play with website designs. • Offer options for a 10 seconds break or a 30 minutes commute. • Carefully consider the paywall worthiness. • Respect your target bandwidth capabilities. • It’s actually easier to ask first than to apologize later. • Do not over push notificate your target. • Keep an open mind about synergies with other apps and services.
  • 45. Mobile Internet Users Profile Mobile in Latin America Report - 2016 45 Source: comScore. 2015_LATAM_Digital_Future_in_Focus; emarketer, 2015; We are Social, 2016
  • 47. GARTNER RESEARCH MILLWARD BROWN Mobile in Latin America Report - 2016 46 Source: GARTNER • The Device Mesh • Advanced Machine Learning • Robo-writers create content: by 2018, 20 percent of business content will be authored by machines. • Customer digital assistants hold conversations: by year-end 2018, customer digital assistants will recognize individuals by face and voice across channels and partners. Source: MILLWARD BROWN • Marketers will differentiate between lean-back activities and more active involvement uses. • Header Bidding Will Drive Change in Programmatic Buying • Connected TV Won’t Kill Linear TV Advertising in 2016 • Brands Waste Billions by Failing to Adapt Video Creative Across Formats • Content Marketing Reaches the C-suite PROXXIMA Source: PROXXIMA • Mobile rules over desktop and Google’s Mobilegeddon • Increase in video ads acceptance • Ad spending in digital media – social, web and search – is to surpass TV spendings in 2016
  • 48. JWT Mobile in Latin America Report - 2016 48 Source: JWT • On-demand world and the end of cable television as we know it • Context is king • Smart cities • Baby and beauty tech • New buzzword: empathy • Silicon Valley’s next frontier: Infrastructure McKinsey&Company Source: McKinsey&Company • As shopping moves in-app, digital payments displace cash • Nonbanks will continue to lead in peer-to-peer • Loyalty enters a new age • Domestic infrastructures move to real-time • Cyber attacks will increase TRENDWATCHING Source: TRENDWATCHING • Researchers are able to tell from a smartphone user’s mobile activity whether the user is bored with an 83% accuracy rate • Start by ensuring your internal culture is something to flaunt, rather than hide. • Playfully reposition your product or service in order to offer perspective shifts that shock customers into a radically new appreciation of the value you’re offering
  • 49. TECHCRUNCH Mobile in Latin America Report - 2016 49 Source: TECHCRUNCH • Bitcoin Will Be Boring • AI Will Whisper To You • The Era Of Hardware Memes Approaches • We’re All Probably Wrong: in 1894, the Times of London estimated that by 1950 every street in the city would be buried nine feet deep in horse manure. Google - Education • Journey to collge registration is 60% online • 37% look for video information in the decision process • 50% of potential students use search engines to compare learning institutions Source: Google
  • 51. Top 15 Takeaways Mobile in Latin America Report - 2016 51 1. The information age is here to stay and it’s a global phenomenon. Some big numbers: 2.3 billions GB of web traffic; 8.6 bullion videos watched; 4.2 billion searches made; 803 million tweets; 207 billion emails sent and 186 million photos taken 2. There are approximately 5 billion unique mobile subscribers in the world today according to GSMA. 3. Mobile subscriptions in Latam have surged. 700 million mobile broadband connections across Latam are forecasted by Ericson for 2021. 4. Smartphone users in Latam have played an important role in this hyper connected world. According to marketers, there are 182 million smartphones in the region. Brazil leads the penetration with approximately 60 million, followed by Mexico with 46 million and Colombia and Argentina with 19 and 16 million respectively. 5. In 2017, smartphone user penetration will reach 49,7%. The number is growing each year. The non-connected person will become the exception, not the norm. 6. Mobile ecosystem contribution to GDP in 2020 is expected to reach US$ 275 Billion or 4.5% of GDP in the region. 7. According to emarketer, mobile ad spending in Latam will grow from 620 million in 2014 to 7.92 billion in 2019 8. By 2020, there will be 395 billion mobile internet users in the region. 9. App download have reached new highs making Brazil the most popular download destination with 75% share in Latam. Apps are, right now more attractive than websites. 90% of mobile time is in apps. 10. Emarketer has showed that 85% of that is games, 9% is communication, 3% is for entertainment, 2% is business and 1% is technology. 11. Online video consumption in Latam is more mobile than ever. 12. Social media eyeballs and revenues too 13. Location is the new search. The will be 8 times more mobile data traffic between 2015 and 2021 14. Latam expected to be the richest growing mobile games market with 50% CAGR by 2017 15. Marketers are closer to their consumer through mobile and will differentiate between lean-back activities to more active involvement
  • 52. Sources Mobile in Latin America Report - 2016 52 • App Figures • Cetic • CI&T • comScore • DigitalBuzz • E-bit Informação • eMarketer • FGV • Flurry Analytics • Ford Motors • Gartner • Google • GSMA • INC. • inMobi • JWT • Ericsson ConsumerLab • McKinsey&Company • Millward Brown • Mobile Internet Consumer Latin America MMA • Mobile Village • Newzoo • Pew Research Center • Proxxima • Sendible • Spotify • Statista • Techcrunch • Trendwatching • Vend • We are Social • World Bank
  • 53. About Hibou Mobile in Latin America Report - 2016 53 Hibou: Owl. fr Hibou is a market research company that goes beyond the traditional. Hibou aims to see the consumer as a whole, an individual that has its own history, fears, qualities and drivers, a creature that observes and learns as he consumes products, campaigns and ideas, and so chooses his own way towards the product or service in study. Using tested and true research methods in tandem with the fast paced changes of today - be them of any nature, from social to technological - Hibou tracks niches and opportunities that can generate scale, awareness and growth for brands and to align the values of companies and their customers, current or potential. From product concept until campaign strategy, every step can benefit from an insightful look, testing and validation, and the rewarding answer for questions both old and new. Let the owl (hibou) find your answers. Ligia Mello, CEO ligia@lehibou.com.br
  • 54. About the MMA Mobile in Latin America Report - 2016 54 The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger 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 Brazil: Graziela Mazzer graziela.mazzer@mmaglobal.com Mexico: Carolina Mathieu carolina.mathieu@mmaglobal.com Zelmi Etchegoyhen zelmi@mmaglobal.com
  • 55. Do you want to know more about membership? Reach out to us: mmalatam@mmaglobal.com