A few numbers about the mobile internet's usage and trends with focus on Latin America. Pretty useful data from various sources compiled into a brief summary of what we can expect in the short and medium terms throughout the region.

2. Activ@Mente
MR
A few ideas & figures on
the Mobile Internet
P&G (gbs) - Dec 2010
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3. Activ@Mente
MR
The next computing Cycle
Why is Mobile the next big thing in the Digital Era?
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5. Mobile (media) devices Activ@Mente MR
phones
gamin
car
enternainment
readers &
e-paper
wearables
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8. Activ@Mente
MR
Mobile Internet Growth
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10. 5 Trends converging... Activ@Mente
MR
‣3G
‣Social Networking
‣Video
‣Voip
‣Impressive devices
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14. Activ@Mente
MR
Internet access:
50% growth
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15. Activ@Mente
MR
Latin America
Mobile Internet Figures
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16. Activ@Mente MR
65% of latin americans will
change their phones in 2010
(compared to 29% in 2009)
Shift to social/web enabled phones is starting
Source: TNS Gallup, Global Market Research
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17. Activ@Mente
MR
530 million connected phones in
Latin America (89% of pop.)*
- 10.6% of the World's phones are in LA
- 8.6% are smartphones** (10% in Brazil***)
Teledensity
Brazil: 128%
Argentina: 101%
Mexico: 81.9%
Dominican Republic: 100%
Sources:
* IDC / Reforma - Dec 2010
** ITU
*** Nielsen
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18. Activ@Mente MR
What do dumb-phone users do online?
(latin americans using Opera Mini browser)*
‣ Google, Facebook, Microsoft Live and YouTube, in order of
popularity, in most Latin countries
‣ Social-networking site Orkut is popular in Brazil. The hi5 network
is also popular in some countries
‣ Auction site MercadoLibre is popular in most countries
‣ Among Opera Mini users Nokia and Sony Ericsson handsets are the
most popular
68% of wireless subscribers in Latin America
use their SMS functionality at least weekly; nearly
double the rate in developed nations.** Sources:
* Opera Software
** CTIA
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19. Activ@Mente MR
Do latinos have a
higher incentive
to connect?
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20. Low broadband penetration leads Activ@Mente MR
to higher mobile internet?
Source: ITU ICT Statistics Database
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21. Mobile Usage Habits Activ@Mente MR
(U.S. Americans, 18-29 year old)
send or receive text messages 95%
use their phone to take pictures 93%
send photos or videos to others 81%
access the internet on their mobile device 65%
play music on their phones 64%
use their phones to play games or record a video 60%
have used their phone to send or receive email 52%
have accessed a social networking site on their phone 48%
use instant messaging on their mobile device 46%
have watched a video on their phone 40%
have posted a photo or video online from their phone 33%
have used a status update service such as Twitter from their phone 21%
have purchased something using their mobile phone 20%
have made a charitable donation by text message 19%
0% 25% 50% 75% 100%
Source: Pew Internet - Mobile Access 2010 Study (n:1009 Adults)
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22. Activ@Mente
MR
Mobile Marketing Trends
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23. Activ@Mente
MR
What format will
have the greatest SMS/MMS
32%
growth in mobile Apps
marketing 25%
campaigns in 2011?
% of MMA Latinamerica Search
attendees 2010 Internet 11%
33%
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24. What's different Activ@Mente
MR
on Mobile Marketing...
‣ Measuring / analytics
✓ Mobile number becomes ID (portable, personal, unique)
✓ No pass-along
✓ Great to measure offline media
‣ Effectiveness
✓ Even more attention from consumer than on the web
✓ Discrete & personalized communication
✓ In Store and Geolocated services
✓ Always on: great for (push) notifications
✓ It has a camera!
‣ Trends & challenges
✓ Less advertising, more apps & content
✓ Still many devices / sizes / capabilities / etc
✓ Multiplatform tracking / Web & TV integration
✓ New metrics and standards needed (Apps, video, games, etc.)
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25. Activ@Mente MR
What are the most important
factors to help grow the
49%
mobile marketing business?
22% % of MMA Latinamerica attendees 2010
Greater understanding of the subject and its possibilities
11% 17%
Establish metrics and indicators
Self-regulation and policies to protect consumer privacy
Provide better and innovative formats
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26. Activ@Mente
MR
Cheers!
gustavo.ross.2010@activamente.com
skype: am-gustavo.ross
twitter: @gustavo_ross
phone: +52 1 (55) 2699 3804
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