A recent survey of U.S. marketers done by Aquent and the American Marketing Association showed that 82% of them expect to increase their focus on mobile advertising in 2013. No other tactic—including social media, SEM, marketing automation, webcasts and others—scored as highly in the survey.
While a similar survey for Brazilian marketers has not yet been done, it’s clear that mobile should be an important concern. Why? First, Brazilians bought nearly 16 million smartphones in 2012 and will buy another 21 million in 2013. IDC projects that Brazil will become the #5 smartphone market in the world in 2013, just ahead of India and trailing only the U.S., China, the U.K. and Japan. In addition, mobile broadband subscriptions went up 45% in 2012 in Brazil, 67 million Brazilians will access the mobile Internet in 2013 and they will also buy more than 5 million tablets this year.
As such, it’s clear that both mobile device adoption and mobile Internet usage point to a significant audience that advertisers, marketers and media professionals can’t afford to ignore.
To help shape the approach that can be taken with mobile campaigns, we decided to highlight 3 key trends in Brazil’s mobile marketplace.
#1 When Targeting by OS in Brazil, Remember That Android is #1
Despite the worldwide popularity of the iPhone and other Apple products, a study from Kantar Worldpanel done in October 2012 indicated that iOS only had 0.4% share. The leader in operating systems for smartphones in Brazil appears to be Android, with 56% market share, followed by Nokia (31.5%), Windows (4%) and RIM (2.7%). If you’re going after business customers using a phone issued from their companies, then you should know that RIM is the dominant operating system for corporate smartphones.
#2 Brazilians Want Free Content with Their Mobile Advertising
Nielsen recently completed a study of mobile consumers around the world calledMobile Consumer: A Global Snapshot. Ten countries were studied, including Brazil, the United States, India, Australia, Russia, Italy and United Kingdom. Overall, the study suggested that Brazilians receive quite a bit of mobile ads (62% of smartphone owners in Brazil receive at last one mobile advertisement a day on their devices) and that they are receptive to them. Results indicated that:
- 50% of Brazilians are okay with mobile ads if it means they can access content for free
- 44% of Brazilians like ads which contain geographically relevant information based on where they are at the time
- 54% of Brazilians say they are more likely to click on a mobile ad that does not take them outside of the application to another Web site
- While 38% of Brazilians said they were more likely to click on simple text mobile ads, a larger amount (41%) said that they are more likely to click on ads that incorporate multimedia elements
#3 Games, Social and Maps Are Key Ways to Reach Brazilians via Mobile
The same Nielsen study showed that 68% of Brazilian smartphone users prefer to use their devices with gaming applications, while 67% prefer to use them with social media apps. Other types of popular apps among Brazilian smartphone users include maps (51%), video/movies (45%). Knowing this propensity, in 2012 US Media Consulting began representing SongPop—a music trivia game popular as an app for Android and iOS and on Facebook—in Brazil. Not surprisingly, we delivered strong ROI for a number of advertisers.