Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.

1. THE MOBILE
INTERNET CONSUMER
LATAM 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Preface
The Mobile Internet Consumer – LATAM 2013 report produced by Vserv
addresses the audience insights of the growing mobile internet user base in
LATAM. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and insights
are drawn from a survey conducted in 7 key countries – Argentina, Brazil,
Chile, Colombia, Mexico, Peru and Venezuela.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It will also help app developers, content providers, OEMs &
telecom service providers in understanding the evolving mobile consumer. It is
created with the objective to help brands plan their media strategy for
reaching the right target audience through Mobile Web & Apps. The Mobile
Internet Consumer report is available for India, Southeast Asia, Middle East &
Africa and Latin America.
2

3. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
DEMOGRAPHICS
3THE MOBILE INTERNET CONSUMER - LATAM 2013 |

4. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Almost half of the mobile
internet users in Latin
America belong to 18-24
years age groups
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
4
Age
30%
26% 27%
17%

5. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Nearly 4 out of 7
mobile internet users in
Latin America are men
Male Female
42%
58%
5
Gender

6. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Over 3rd of the mobile internet users in Latin America are
Graduates or Post Graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
38%
33%
25%
Uneducated 4%

7. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Almost 2/3rd of
the mobile
internet users in
Latin America
belong to earning
class
7
Occupation
Business14%
Self Employed
Professional19%
Full-time job24%
Part-time job8%
Earning class
64%
Currently
not working7%
Housewife6%
Student23%

8. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
CONSUMPTION PATTERN
8THE MOBILE INTERNET CONSUMER - LATAM 2013 |

9. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
81%
48% 45% 41%
Over 4 out of 5
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
9
Mobile content downloaded
in the last month

10. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Almost 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
73%
45%
44%
55%

11. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
PURCHASING POWER
11THE MOBILE INTERNET CONSUMER - LATAM 2013 |

12. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Payment Cards
52%
Consumer Durables
85%
Automobiles
56%
Very high penetration of consumer
durables is seen amongst mobile
internet users
Connected Devices
Computers Tablets
45%58%
12
Product Ownership

13. THE MOBILE INTERNET CONSUMER - LATAM 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Nearly half of the mobile internet users have visited a
movie theatre in the last month
13
Affluent Lifestyle
58%
49%
77%

14. The Mobile Internet Consumer report produced by MMA & Vserv is based on
a primary survey of over 3000 mobile web & app users. The survey was
conducted using random sampling for natural representation of the target
group across 6 key countries in LATAM - Argentina, Brazil, Chile, Colombia,
Mexico, Peru and Venezuela. The overall LATAM averages were weighted as
per the regional composition of mobile internet users in each focus country.
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.com or visit vserv.com/insights

15. The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

16. Vserv is a leading mobile marketing platform that delivers smart data led results to
marketers, app developers, telcos and data partners. Powered by its award winning
market first technologies, the company drives engaging mobile experiences for the
emerging billion mobile internet users. Founded in 2010; Vserv has 500 million+
unique user profiles and a global footprint with offices across USA, UK, South Africa,
India, Dubai, Singapore, Thailand, Indonesia, Malaysia, Philippines & Vietnam.
About Vserv
Visit www.vserv.com for more details or follow Vserv.com on: @vserv