Mexico Tops Smartphone Market in Latin America With 50 Percent Growth in 2013, Becomes Interest for Mobile Ad Marketers
Posted: Feb 06, 2014
By Michael Oleaga
Nokia phones on display in a shop. (Photo : REUTERS/Ints Kalnins)
Smartphone usage in Mexico has led to the country become an interest to mobile marketers.
According to eMarketer, mobile phone usage in Mexico is not as common compared to other major Latin American countries, but yet smartphone penetration is “comparatively high.” Smartphone usage in Mexico more than doubled in 2012. In 2013, it grew almost 50 percent again. As a result, eMarketer projected 6.1 million people will be added to Mexico’s smartphone owners population.
With the projection, Mexico could see approximately 33.3 million smartphone users, which is more than one-quarter of the country’s population. According to Mexico’s National Population Council, the country has 118.4 million inhabitants. (more…)
Research firm E.Life recently surveyed more than 500 Brazilians from around the country and from different socioeconomic classes to understand better how they use mobile devices. Below we recap the key study results to help marketers, advertisers and media professionals optimize their mobile ad campaigns in Brazil.
#1 Young people in Brazil are more likely to use smartphones than tablets to access the Internet
The survey results indicated that 91% of Brazilians between 15 and 24 use theirsmartphones to go online, while only 42% use tablets. Brazilians aged 25 to 65 also show heavy use of smartphones to access the Internet (nearly 94%) but are more likely to use tablets (nearly 53%).
If you’re targeting by socioeconomic class, nearly 91% of Brazilians from classes AB access the Internet with smartphones and 57% use tablets. (more…)
November 19, 2013
Who are the movers and shakers that make or break the wireless and wireline industries? In this annual list, Fierce ranks the men and women who make the decisions that shape the telecom industry. And for the first time, we’ve included several power players from the wireline side of the business as we found that the gap between wireline and wireless is rapidly narrowing and those who exert influence on one side of the business typically have just as much power on the other.
Gauging a person’s power isn’t an easy task. When we devised this list, we looked for individuals who we believe have a unique mix of influence, business savvy, leadership and technical expertise. We also picked individuals–like T-Mobile US’ (NYSE:TMUS) John Legere or C Spire’s Hu Meena–who are shaking up the industry with innovative offerings.
In the fast-changing world of telecom, power can be fleeting. Some of last year’s top-ranked power brokers no longer make the cut. For example, Steve Ballmer, Microsoft’s outgoing CEO, has seen his power quotient drop since he announced earlier this year that he would be retiring. Likewise, BlackBerry’s (NASDAQ:BBRY) former CEO Thorsten Heins is no longer on the list after being ousted as the top chief of the company Nov. 4. And Alcatel-Lucent’s (NYSE:ALU) former CEO Ben Verwaayen, who resigned early this year, is also off the list.
Perhaps just as interesting as those who were ousted from the list are those newcomers who are on the list for the first time. John Legere, T-Mobile’s outspoken and innovative new CEO, is on the list for his company’s disruption of traditional wireless pricing strategies. And so is Maggie Wilderotter, the CEO of Frontier Communications, a company that is making interesting inroads in the rural broadband market. (more…)
By Manuel Baigorri & Patricia Laya - Nov 13, 2013
Telefonica SA (TEF) has approached potential acquisition targets and partners in Mexico, where it’s seeking to challenge billionaire Carlos Slim’s dominance, according to three people familiar with the matter.
Spain’s biggest telecommunications operator has held discussions with companies including Grupo Iusacell SA, a smaller rival co-owned by Ricardo Salinas and pay-TV provider Grupo Televisa SAB, said the people, who asked not to be identified because the deliberations are private. Banco Santander SA (SAN) and Banco Bilbao Vizcaya Argentaria SA (BBVA) are working with Madrid-based Telefonica, another person said.
Other potential partners being evaluated include Televisa itself and Megacable Holdings SAB, although a transaction with those companies is less likely because their owners are unwilling to cede control of the assets, the people said.
“It makes perfect sense for Telefonica to boost its presence in Mexico, a market which has great growth potential,” said Alberto Espelosin, who helps manage about 1.3 billion euros ($1.8 billion), including Telefonica shares, at Abante Asesores in Madrid. “The company hasn’t done a great job there so far as it’s proved to be a highly competitive market.” (more…)
Oct 17, 2013 by Josh Constine
It’s hard to get people to concentrate long on anything on their phones and tablets, yet YouTube seems to be the exception. The video service is quickly going mobile, with small screens making up 40% of its traffic now compared to 25% last year, Google said on itsearnings call today. In 2011, just 6% of YouTube traffic came from mobile.
Google’s not the only one rapidly shifting a 1 billion+ user base to mobile.
To put its transition in perspective, Facebook said it had 819 million monthly mobile users (73%) out of its total 1.15 billion users in Q2 2013, up from 543 million (56%) of 955 million in Q2 2012, 325 million (43%) of 739 million in Q2 2011, and 155 million (32%) of 482 million in Q2 2010. Note these people used Facebook mobile at least once, but may also have used desktop. Facebook doesn’t share what total percentage of usage comes from mobile, but 41% of its ad revenue comes from phones and tablets, up from 30% in Q1 2013, 23% in Q4 2012, and 14% in Q3 2012.
As former director of product management tweeted today, YouTube has been investing in a great mobile experience for the web and Android for a long time, and more recently for iOS since it took control of the app back from Apple.
Specifically, Walk says YouTube formed the mobile team in 2007 before there was much demand for mobile or revenue there. It transcoded all videos to be able to be served on mobile formats, and did a deal with Apple to get a YouTube app pre-installed on the iPhone.
The increasing importance of mobile to YouTube underlines the need for it to work things out with Microsoftand get a high-quality app released for Windows Phone. After months of back and forth, Microsoft launched a YouTube app it created, but it didn’t meet Google’s standards and was shut down. Earlier this month, a much-stripped-down YouTube “app” for Windows Phone was released that merely boots users to the m.youtube.com mobile site.
The latest YouTube mobile product news includes its plan to let users save and watch videos offline starting in November. Before that, it launched multi-tasking in its iOS and Android apps, allowing people to minimize videos but keep their audio playing while they search and browse for more content to watch. That’s especially helpful for people who use YouTube’s vast library of music videos as a music streaming service. These have all been well-received, and no competitors seem able to challenge YouTube’s reign as the home of user generated video.
As part of our tracking of mobile trends in Brazil and Latin America, we also focus on mobile data for U.S. Hispanics, another key market we reach for our clients. After reviewing a number of recent studies, here are X trends in the Hispanic mobile market that we have observed.
#1 Hispanics Are More Likely to Own Smartphones than the General Market
A May 2013 report from the Pew Research Center noted that 56% of American adults are now smartphone owners. However, 60% of Hispanics report owning smartphones. When breaking down smartphone ownership by ethnic group, Pew noted that smartphone ownership stands at 53% among white non Hispanics and at 64% among African Americans.
#2 Hispanics Are More Likely to Own Tablets as the General Market
Another Pew Research Center report from June 2013 indicated that 34% of Hispanicsreport owning a tablet computer, compared to 33% of white non-Hispanics and 32% of African Americans.
#3 Hispanics are More Likely to Go Online with a Mobile Device Than the General Market
More data from Pew indicates that 76% of Hispanics report going online with a mobile device, compared to 60% of white non-Hispanics and 73% of African Americans.
#4 Hispanics Are More Responsive to Mobile Ads
A 2012 study from Terra reported that 46% of Hispanics beliebe they are more likely to remember brands advertised on their tablets—compared to just 37% of non-Hispanics. In addition, in a survey from ThinkNow Research published in June 2013, more than 60% of Hispanics felt that mobile phone ads provided them with useful information about bargains or products and the same percentage would be willing to accept mobile phone ads in return for additional services or lower monthly charges.
#5 More and More Hispanics Are Shopping with Their Mobile Phones
Research from the Integer group indicates that 16% of Hispanic shoppers use mobile phones to make a purchase, compared to 12% of the general market. This use often involves product research, although 15% of Hispanics also report using either a QR or UPC code.
Mit Technology Review
September 12, 2013
Mobile communications can help bridge a huge knowledge gap and reimagine healthcare across Africa.
In a little over a decade, Africa has gone from a region with virtually no fixed-line telecoms infrastructure to a continent where one in six of the billion inhabitants now owns a cell phone. But as this mass adoption of technology continues to gather momentum, it is causing a fundamental shift that goes beyond merely connecting people; it is creating one of the largest, low-cost distributed sensor networks we’ve ever seen, one which has the potential to completely transform global health care.
Since 2000, when the number of cell phone subscriptions in Africa outstripped landlines, the enthusiasm with which people across the continent have embraced this technology has been unparalleled. Nigeria alone has gone from a nation of just 30,000 cell subscriptions in 2000 to more than 140 million today, or roughly 87 percent penetration. Given how vast Africa is and the entrepreneurial nature of its people, perhaps that’s not so surprising. But what is unexpected is the life-saving role these handsets are beginning to play in helping to bridge gaps in our knowledge. (more…)
hunt Mobile Ads
The growing availability and functionality on mobile devices and the needs on being at the forefront of the fastest growing technology industry and the latest developments, increase the huge LatAm potential on mobile market.
Current numbers won’t let us lie, mobile penetration in LatAm countries is every time higher and this growth seems to be endless. According to Mobile World, Mobile broadband connections in Latin America (Caribbean, Central and South America) are forecast to top 150 million this quarter, accounting for about one in five of the region’s mobile subscriptions.
BRAZIL: According to Anatel, at the end of 2012, Brazil had 261 million active mobile lines. And now the country has 132% of mobile penetration. It’s projected for 2013 that more than 21 million smartphones will be sold. While in 2012, 15.5 million smartphones were sold, says Frost & Sullivan.
For 2014 Brazil will be hosting the 2014 FIFA World Cup, and they will use this opportunity to show the world who is dominating the mobile industry in the region by offering a unique mobile experience. Mobile operators, such as TIM or VIVO, are preparing the field for what is coming. This year companies are making several improvements and investments in technology and new facilities to maximize the performance of mobile devices. The improvements are focused in the installation of new sites and modernization of infrastructure, new data packets, mobile payment services and transportation ticketing. (more…)
President of Advertising Sales and Marketing
Univision Communications Inc.
Keith Turner, president of advertising sales and marketing at Univision Communications Inc., spoke with eMarketer’s Ellen Oppenheim for eMarketer’s Media Voices series about how the company is leveraging Hispanic consumers’ mobile and digital usage.
eMarketer: What advertising campaign in the past year do you consider most successful in using Univision’s digital assets and why?
Turner: We have strong cross-platform stories across the CPG [consumer packaged goods] and telecom categories. For example, some campaigns used all of Univision’s digital assets around our reality beauty competition program Nuestra Belleza Latina (NBL), including mobile web and text voting, enhanced viewer experiences with the NBL second screen, and an NBL fantasy league game where audience members were awarded points for their participation.
“Hispanics are early adopters and heavy users of technology, and they are more likely to engage with mobile ads than non-Hispanics. Advertisers should leverage that insight to drive consumer engagement.” (more…)
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