1.
MMA MOBILE
REGIONAL INSIGHTS
JULY 2016

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

4.
BIG NUMBERS

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%

7.
USERS

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

13.
SPENDINGS

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

22.
BEHAVIOR

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

34.
TECHNOLOGY

35.
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%

36.
IT Access – Home devices ownership, Brazil
Mobile in Latin America Report - 2016 37
Source: Cetic, 2014

37.
MARKETING

38.
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%

39.
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

40.
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

41.
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.

42.
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.

43.
DEMOGRAPHICS

44.
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

45.
TRENDS

46.
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

47.
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

48.
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

49.
FINAL TAKEAWAYS

50.
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

51.
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

52.
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

53.
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

54.
Do you want to know more about
membership?
Reach out to us:
mmalatam@mmaglobal.com