When Millennial Media took a look at Latin America back in June in advance of the 2014 FIFA World Cup, we saw a lot of interesting trends – the regional preference for Android devices, the extremely heavy mobile usage in Mexico, and differences in the ways football fans (both kinds) engage with mobile.
It was all so intriguing that we decided to revisit this culturally and digitally vibrant region in a full-fledged Mobile Mix: Spotlight on Latin America report, which we’re proud to release today. The Latin American mobile market encompasses a diverse and evolving mobile market, stretching from the US-Mexico border at the north to the Tierra del Fuego at the southern tip of Chile. Some notable findings include:
- The expected rate of smartphone adoption in the region is 29% per year through 2017, per eMarketer. Mobile advertising spend will follow suit, growing at an average of 73% per year in the same period.
- Impressions from Android devices accounted for 72% of the Latin American impressions on Millennial Media’s platform, 18% above the global average.
- The top three app categories in the region are Games, Productivity & Tools and Dating.
- The top three brand verticals for engagement in the region are Retail, Consumer Goods and Pharmaceuticals.
Download the report in its entirety for much more information.
The Latin American mobile market is still developing, but that’s what makes it a great time for advertisers and publishers alike to educate themselves on what works and what doesn’t in the region. Brands can run campaigns that help them understand how consumers engage with mobile before the expected boom occurs. Developers can get in front of device and language preferences to create apps that Latin American users will like and download. Millennial Media is excited about what is ahead for this region, and we hope you will be too.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.