The document profiles mobile internet users in Brazil based on a survey of over 3,000 users across Latin America. It finds that over half of Brazilian mobile internet users are under 24, with a higher proportion of females compared to other Latin American countries. Many users are students, and they frequently download games, videos and music to their mobile devices. The users also have high rates of ownership of consumer electronics and visit restaurants and shopping malls. The report is intended to help brands understand this audience and plan their mobile marketing strategies.

1. THE MOBILE
INTERNET CONSUMER
BRAZIL 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. Preface
The Mobile Internet Consumer – Brazil 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
Brazil. 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 - BRAZIL 2013 |
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3. DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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4. Age
Over half of the mobile
internet users in Brazil
are less than 24 year old
32%
20%
24%
23%
LATAM
Less than 18 yrs
17%
18-24 yrs
30%
25-35 yrs
26%
more than 35 yrs
27%
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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5. Gender
47%
Brazil has one of the
highest Female to Male
ratio amongst mobile
internet users
53%
58%*
*LATAM
Female
Male
42%*
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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6. Education
Graduate / Post Graduate
31%
43%
Diploma / Undergraduate
Schooling upto 12 yrs
Uneducated
4%
22%
38%*
33%*
25%*
4%*
Almost 3rd of the mobile internet users in Brazil are
Graduates or Post-graduates
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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7. Occupation
27% Student
23%*
6%
24%*
Housewife
6%*
9%
7%*
21%
Full-time job
9%
Business
21% Self Employed
Professional
19%*
8%
59%
64%*
14%*
Currently
not working
Earning class
Over 4th of the
mobile internet
users in Brazil are
students
Part-time job
8%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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8. CONSUMPTION PATTERN
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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9. Mobile content downloaded
in the last month
80%
51%
47%
44%
Game / App
Video
Music
Themes
81%*
48%*
45%*
4 out of 5 mobile
internet users have
downloaded a
game/ app in the
last month
41%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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10. Users love mobile ads that help them...
77%
Download mobile content
Find a good deal on something
42%
45%*
Learn about a brand
42%
73%*
44%*
Locate something nearby
57%
55%*
Over 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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11. PURCHASING POWER
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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12. Product Ownership
Very high penetration of consumer
durables is seen amongst mobile
internet users in Brazil
Computers
Tablets
59%
45%
88%
56%
54%
58%*
45%*
85%*
56%*
52%*
Consumer Durables
Automobiles
Payment Cards
Connected Devices
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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13. Affluent Lifestyle
64%
Restaurant
Movie Theatre
Shopping Mall / Market
46%
58%*
49%*
76%
77%*
Almost 2/3rd of the mobile internet users have been to a
restaurant in the last month
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
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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 LATAM - 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. 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. 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