Android steals the show in Latin America

What:Android had a share of 83.5% of LatAm' smartphone market in December 2013.
Why it matters: Latin America is expected to have the second-fastest compound annual growth rate (CAGR) between 2012 and 2017 raising up smartphone users to 243.0 million.

google androidAndroid is leading the operating system (OS) battle in Latin America according to eMarketer. Kantar Worldpanel ComTech, found that the Google OS accounts for 83.5% of smartphones sold in the region’s three-largest markets in December 2013, a jump of 21.9% percentage points from the previous year. Consequently, every OS competing with Android in the region was beaten in their share of smartphone sales, but the extent of the damage varied:

  • Apple’s iOS fell 0.1 percentage point in the process
  • Windows’ share dropped 1.9 percentage points
  • Research in Motion/BlackBerry was pull back 7.5 points
  • Biggest losses came among smaller operating systems: fell from 17.0% to just 4.5%.

Once again, Apple’s iOS was the only competitor to stand its ground to the Android steamroller.

smartphone sales share

 

 

 

 

 

 

 

Android market share in Latin America

The Android platform was the popular choice in Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay, and Venezuela. The market share percentages for its operating system varied among the above-mentioned Latin American countries but together averaged 61.3 percent.

Android’s dominance in Latin America is substantial. The region is expected to have the second-fastest compound annual growth rate (CAGR) between 2012 and 2017 (25.5%), behind only the Middle East and Africa. This means, the number of smartphone users will be up to 243.0 million.

2012

2013

2014

2015

2016

2017

CAGR

Brazil

21.6

30.3

41.2

52.4

60.7

70.5

26.7%

Mexico

18.4

27.2

33.3

40.4

47.3

54.4

24.3%

Argentina

8.0

10.4

12.7

14.8

16.6

18.4

18.1%

Other

30.1

45.6

58.4

73.2

86.8

99.7

27.0%

Latin America

78.1

113.5

145.6

180.8

211.4

243.0

25.5%

Smartphone users in Latin America by country,2012-2017

Among these Latin American countries, the smartphone user base will expand the fastest in Brazil, with a CAGR of 26.7% between 2012 and 2017. Android already dominates in Brazil and others markets outside the top three markets. Growth outside these three economies will be even faster (27.0% CAGR).

 


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.