The 'Mobile Internet Consumer - Latin America 2013' report by vserv.mobi provides insights into the demographic profile, consumption patterns, and purchasing power of mobile web and app users in Latin America. Based on a survey of over 3000 users across seven countries, the report emphasizes the young, male-dominated user base with a significant proportion of graduates, revealing high mobile content download rates and the effectiveness of mobile advertisements. The findings aim to assist media planners, brand advertisers, and app developers in strategizing their outreach to this evolving consumer segment.

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

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. DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER – LATIN AMERICA 2013 | 3

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. 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. 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. 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. CONSUMPTION PATTERN
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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. 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. PURCHASING POWER
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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. 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. 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. 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