Mobile Marketing Association and unveil the first Mobile Internet Consumer Report for Latin America

- Report focusses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption patterns

Nov 27, 2013, 09:00 ET from

BUENOS AIRES, Argentina, BRASILIA, Brazil, BOGOTA, Colombia and MEXICO CITY, November 27, 2013 /PRNewswire/ -- The Mobile Internet Consumer Latin America 2013 report, was unveiled today, by award winning mobile advertising exchange, and The Mobile Marketing Association (MMA). The report elucidates the evolving Mobile Internet user across six countries namely, Argentina, Brazil, Columbia, Mexico, Peru and Venezuela.

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Through this report, media planners, advertisers and brand custodians will have access to pertinent Mobile Internet audience insights, to enhance their reach to the right target audience across the region. Some of the key highlights include:

Demographic Profile

  • Almost half of the mobile internet users in Latin America belong to less than 24 years age group
  • Over 3rd of the mobile internet users in Latin America are Graduates or Post Graduates and 64% of the users are earning class
  • Mobile Internet users in Latin America are economically stronger, with a high penetration of consumer durables

Consumption Habits

  • Latin American consumers love Mobile Ads that provide downloadable content (73%), followed by those that help them locate something nearby (55%). Mobile Internet users also enjoy getting deals through mobile ads.
  • Apps and games (81%) are the most downloaded form of content followed by, videos (48%) and music (45%)

Commenting on the release of the report, Fabiano Destri Lobo, MD, MMA, LATAM, said, At MMA, our constant endeavor is to play a critical role in establishing mobile as an indispensable part of the marketing mix for brands. With numerous opportunities in the mobile marketing sphere in LATAM, it is critical for advertisers to understand their consumers' better and target them accordingly. We are optimistic that the insights from our joint report with, the Mobile Internet Consumer Latin America 2013, will help brands address important industry challenges and meet the growing expectations of their consumers."

Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy,, said, "As the mobile medium moves rapidly on its growth trajectory, we will continue our commitment towards evangelizing the medium as an effective marketing tool. This Mobile Internet Consumer report, will help brands and marketers customize campaigns to offer a distinctive & targeted experience and thus maximise their mobile media spends. Together with MMA, we will continue empowering the mobile ecosystem for all stakeholders with many such initiatives."

The Mobile Internet Consumer report produced by MMA and is based on a primary survey of over 3000 mobile web and app users. The two-week long survey was conducted in - October 2013. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe. A copy of the full report, can be downloaded at

About Mobile Marketing Association
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit

About is an Award Winning Mobile Advertising Exchange focused on Emerging Markets that maximises value of mobile media for advertisers, developers, publishers and telecom operators. Powered by award winning AudiencePro™ and AppWrapper™ platforms, has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro's audience targeting capabilities and AppWrapper's "One Click" SDK integration for App Developers continue to empower the mobile ecosystem. The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, was founded in January 2010.

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Mobile Marketing Association (MMA)