STUDY: The State of Mobile in Argentina and Brazil

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What: The Mobile Marketing Association (MMA) Millward Brown and NetQuest ran a study on mobile users in Argentina and Brazil.
Why It Matters: Both studies aimed to generate insight on opportunities in the mobile market and preferences and profiles for different targets.

After the article dedicated to looking at the state of mobile app marketing, we present the results of the studies that the MMA ran in Argentina in the first half of 2016, and in Brazil in the second half of 2015, in the context of how both markets use mobile devices.

In both cases, men and women were interviewed and grouped by gender, age (those surveyed were between 14-55 years-old), place of residence and socio-economic level.

The information presented in this article is a summary of some of the most important revelations from the study. For more information, contact your local MMA.

Smartphones and Tablets

  • The smartphone is the mobile device with the highest penetration in the Brazilian market: 90% of users with internet access own one. In second place come tablets, with a 44% penetration.
  • In the case of Argentina, the smartphone is the most-used mobile device (with 100% penetration), while 49% of users with Internet access have a tablet (which makes the device the second most-used in the country).

Systems and Brands

  • In both Argentina and Brazil, the Android systems dominates the market, and Samsung is the most popular device brand used by "mobilers."

Points and Forms of Connection

  • In both Argentina and Brazil, the best connections are found in homes, through private wireless connections. The workplace comes in second. And data plans for connections come in third, followed by public-access wireless.

Time Spent on the Internet through Cell Phones

  • On average, while Argentines spend 2.5 hours on the Internet through their phones a day, Brazilians spend 3 hours and 45 minutes a day on theirs per day.
  • In both cases, millennials (men and women between 14 and 24 years-old) are the most active.

Use of Applications

  • In Argentina, 59% of users are more likely to download free apps. 45% have up to 10 apps and use, on average, seven per week.
  • In Brazil, 87% of users download new apps. The amount of apps installed in every device (on average) is 20, of which six are used weekly.

The Three Most-Used Apps

  • In the case of both Argentina and Brazil, the three most-used applications are Facebook, WhatsApp and Instagram. The greatest contribution and concentration is observed among Millennials and Gen Y (25-34 years-old).
  • In the case of Argentina, the fourth most-used app is Twitter, while in Brazil it is YouTube.

The Three Preferred Messaging Platforms

  • In Argentina and Brazil, WhatsApp, Facebook Messenger and SMS (in that order) are the three primary modes through which users send and receive messages.

Ads: Visibility and Measurements

  • In Argentina and Brazil, YouTube and Facebook are the primary platforms that activate ad memory online. In both cases, the general applications come in at third place.

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