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MMA MOBILE REGIONAL INSIGHTS AUGUST 2017

MMA Mobile Insights Latam

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Page 1: MMA Mobile Insights Latam

MMA MOBILE REGIONAL INSIGHTSAUGUST 2017

Page 2: MMA Mobile Insights Latam

Fabiano Destri LoboManaging Director LATAM

The initiative of the Mobile Marketing Association (MMA) in Latam, aligned with the global mission

of accelerating the transformation and innovation of marketing through mobile, draws attention

to urgent and important issues, enabling more education supporting the further growth of the

marketing and advertising ecosystem in the countries where it operates.

During this year, we are producing a series of educational materials, research and reports in order to

bring knowledge and celebrate the maturing of the mobile market for the marketing and advertising

industry in the region.

There will be a total of four exclusive researches on mobile consumer behavior in Brazil, Mexico,

Argentina and Colombia; one Regional Insights Report that demonstrate the great growth and true

potential of the mobile medium in the region; seven Playbooks and three white papers with insights

from international events. All this material will be compiled and distributed at the end of the year in

the edition of the MMA Mobile Latam Yearbook 2017 for members only.

In this Mobile Insights Report Latam 2017, the subject could not be different since we live in a world

where consumers are increasingly connected through their mobile devices. Mobile is accelerating its

relevance exponentially in relation to other digital channels and the numbers and opportunities of

this growing market show that the best yet to come.

Enjoy!

Introduction

Page 3: MMA Mobile Insights Latam

Table of contents

Big Numbers

Users

Technology

Spredings

Behavior

Marketing

Marketing - Brazil

Trends to be aware in the mobile world

Challenges to be aware in a mobile world

Takeaways 17/18

4

11

16

21

33

50

74

76

79

83

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BIG NUMBERS

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3,677,841,048Internet Users in the world

44,828,285,182,618Emails sent this year

950,238,422Blog posts written this year

1,157,705,927,157Videos viewed this year on YouTube

20,878,521,553Tumblr posts this year

530,725,102Google+ active users

250,103,262Pinterest active users

44,112,910,375Skype calls this year

308,811,963Twitter active users

1,948,245,040Facebook active users

13,091,553,004Photos uploaded this year on instagram

127,085,278,825Tweets sent this year

1,014,849,034,739Google searchs this year

1,220,883,449Total numbers of websites

Mobile in Latin America Report - 2017

Source: Internet Live Stats

Taken July 10th, 2017 at 15h00 GMT

5

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15,755,293website hackeds this year

774,335,128Smartphones sold this year

767,246,679,615 gbInternet traffic this year

567,354,937 tonsCO2 emission this year from the internet

659,687,976 MWhElectricity used this year for the internet

93,916,134Tablets sold this year

104,550,959Computers sold this year

Mobile in Latin America Report - 2017

Source: Internet Live Stats

Taken July 10th, 2017 at 15h00 GMT

6

Page 7: MMA Mobile Insights Latam

Global Data Snapshot

Mobile in Latin America Report - 2017

Source: GSMA Intelligence 2017

Source: We Are Social, Jan 2017

7

2017 Worldwide LATAM

Total population 7476M 647M

Internet Users 3773M 386M

Unique Mobile Subscribers 4917M 453M

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Mobile in Latin America Report - 2017 8

Source: Newzoo, 2016

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Mobile in Latin America Report - 2017 9

Source: Newzoo, 2016

Source: comScore-Report-Mobile-Hierarchy 2017

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Mobile in Latin America Report - 2017 10

Source: IDC White Paper 2017

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USERS

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#Worldwide Mobile Subscriptions

Unique subscribers by region(Millions)

Mobile in Latin America Report - 2017

Source: UIT,WirelessIntelligence,GSA/InformaeTeleco:http://www.teleco.com.br/pais/celular.asp

Source: GSMA  Mobile Economy, 2017

0.7 1.0

1.2 1.3 1.7

2.2

2.8

3.4

4.0

4.7

5.3

6.0 6.3

6.6 6.9

7.2

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

billions

12

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#Worldwide Mobile Subscriptions

Mobile in Latin America Report - 2017

Source: GSMA, 2017

13

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Latin America: unique subscribers by country

Mobile in Latin America Report - 2017

Source: GSMA, 2016

14

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Mobile Phones

Mobile Phone Density

Mobile in Latin America Report - 2017

Source: Teleco and Regulator Agency

15

Thousands 1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 Quarter Year

(1Q and 2Q)

Brazil 273,583 275,707 278,482 280,732 283,4 282,455 2,45% 3,02% Mexico 105,173 103,955 99 101,8 103 103,4 -0,53% -1,30% Argentina 60,557 61,592 61,594 62,5 62,542 62,545 1,55% 2,41% Colombia 51,595 52,194 53,584 55,331 56,14 55,982 7,26% 8,03% Venezuela 30,531 30,325 30,173 30,528 30,294 30,125 -0,66% -0,72% Chile 23,747 23,364 22,979 23,681 23,631 22,973 -1,67% -1,08%

Cell/100 inhab. 1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 Argentina 145.0 147.4 147.4 149.6 148.5 148.5 Brazil 135.3 136.1 136.9 138.0 139.0 138.2 Chile 134.4 131.9 128.6 132.2 131.6 127.6 Colombia 108.3 109.5 112.4 116.1 116.5 116.1 Venezuela 101.0 100.0 100.4 101.2 100.1 99.2 Mexico 89.8 88.7 84.5 86.9 87.1 87.4

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TECHNOLOGY

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LATAM: Technology and Smartphone penetration

Smartphone users in America Latina by Country, 2014-2020 (millions)

Mobile in Latin America Report - 2017

Source: GSMA, 2017

Source: eMarketer, Apr/ 2016

17

Millions and AGR   2014 2015 2016 2017 2018 2019 2020 AGR

Brazil 41.3 54.3 64 72.8 80.2 85.8 90.5 13.96%

Mexico 30.9 37.7 44.2 49.9 55.4 59.2 62.1 12.33%

Colombia 14.6 16.9 19 20 22.7 24.4 26 10.09%

Argentina 11.1 13.9 16.2 18.1 19.9 21.6 23.4 13.23%

Peru 5.7 7.2 8.6 9.9 11.1 12.1 12.9 14.58%

Chile 6.3 7.1 7.9 8.7 9.3 9.8 10.3 8.53%

Other 19.8 25 29.7 34 38.1 41.5 44.9 14.62%

Latin America 129.8 162.1 189.6 214.3 236.6 254.5 270.1 12.99%

Page 18: MMA Mobile Insights Latam

Mobile Subscriptions LATAM

Mobile subscriptions LATAM by technology

Mobile in Latin America Report - 2017

Source: Ericson, Nov/ 2016

Source: Ericson, Nov/ 2016

18

Device evolution, Latin America (million)

Mobile subscriptions by tecnhology, Latin America (million)

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Mobile Operating System Marketing South America, May 2016 to May 2017

Mobile in Latin America Report - 2017

Source: StatCounter 2017

18

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Mobile Operating System Marketing South America, May 2016 to May 2017

Mobile in Latin America Report - 2017

Source: StatCounter 2017

20

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SPENDINGS

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Mobile in Latin America Report - 2017 22

Mobile Broadband Connections Predictions and Current Revenue - LATAM

Source: GSMA, 2017

Mobile industry contribution to GDP

US$3.3tn

28.5M 30.9M

U$450bnU$500bn

US$4.3tn4.4% GDP in 2016

Jobs directly supported by mobile

Jobs directly supported by mobile

4.9% GDP in 2020

2016

2016

2016

2020

2020

2020

Public funding ecosystem

Mobile ecosystem contribution to public funding in L.A. before regulatory fees.

Plus an addittional 1.2M indirect Jobs supported in 2013.

Employment (Jobs directly supported by mobile)

Page 23: MMA Mobile Insights Latam

Mobile Broadband Connections Predictionsand Current Revenue - LATAM

Mobile in Latin America Report - 2017

Source: GSMA, 2017

23

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Mobile Broadband Connections Predictionsand Current Revenue - LATAM

Mobile in Latin America Report - 2017

Source: GSMA, 2017

24

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Proximity Mobile payment value - US

Proximity Mobile payment users - Global

Mobile in Latin America Report - 2017

Source: eMarketer, Nov/ 2016

Source: Ovum, 2016

25

Factors driving growth include wider merchant support for NFC across point-of-sale acceptance infrastructure, which in the US is being helped by the upgrades to EMV. The adoption of host card emulation (HCE) is also helping, providing a more flexible way of implementing NFC. At the same time, NFC is being championed more widely across the ecosystem by players such as Apple, Google, PayPal, and Samsung

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The global transaction value of m-commerce will grow from $50.92bn in 2014 to $693.36bn by 2019

Mobile in Latin America Report - 2017

Source: Ovum, 2016

Source: PwC Internet Ad Revenue Report, FY 2016

26

The total global user base for mobile payments will increase from an estimated 689.99 million users in 2014 to 4.77 billion users in 2019.

Shift from desktop to mobile

Mobile makes up more than 50% of internet advertising revenue for the first time

Page 27: MMA Mobile Insights Latam

Mobile ad Spending by Country2014-2019 in Billions USD

Mobile in Latin America Report - 2017

Source: eMarketer, 2017

Source: eMarketer, Dec/ 2016

27

Search and display ad spending are roughly in balance in Brazil. Display spending is projected to reach $1.47 billion this year, compared with $1.44 billion for search.

Expenditures on mobile internet advertising in Brazil will more than double to reach $929.5 million in 2016, eMarketer predicts. Mobile spending will rise another 61.0% to $1.5 billion in 2017.

DIGITAL AD SPENDING BY FORMAT MOBILE AD SPENDING

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Mobile ad Spending by Country2014-2019 in Billions USD

Number of apps available in leading app stores as of March 2017

Mobile in Latin America Report - 2017

Source: Statista, 2016

Source: eMarketer, 2017

28

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Number of mobile app downloads worldwide in 2016, 2017 and 2021 (in billions)

Mobile in Latin America Report - 2017

Source: Newzoo, 2016

Source: Statista, 2016

29

Mobile Games Monetization Map

Page 30: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017

Source: Newzoo, 2017

30

Mobile Games Monetization Map

Page 31: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017

Source: IDC White Paper 2017

31

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Mobile in Latin America Report - 2017

Source: PageFair 2015, 2017 reports.

Source: eMarketer, 2017

32

About BrazilBrazil remains a primarily TV market, with 53.9% of total media ad spending going to TV advertisements in 2016.

Digital ad spending will reach $3.13 billion and a 21.0% share of total media ad spending in 2016, improving to 22.8% in 2017.

One thing that sets Brazil apart from neighbors in Latin America is a more even split between search ad spending (47.1%) and digital display ad spending (46.1%) in 2016. Regional averages skew more heavily toward digital display.

Just 29.7% of digital ad spending in Brazil will be devoted to mobile channels this year. But by 2020, nearly three-quarters of digital ad spending in the country will go to mobile.

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BEHAVIOR

Page 34: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017

Source: ComScore, 2016

Source: GlobalStats, 2016

34

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Mobile in Latin America Report - 2017

Source: Flurry Analytics, 2016

Source: ComScore, 2016

35

The top app categories in the region were Utilities/Productivity and Personalisation apps. Flurry found that generally app categories mirrored the growth of regions given user adoption of smartphones and full integration of devices into users’ lives.

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Mobile in Latin America Report - 2017

Source: GloboWebIndex, 2015

36

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Mobile in Latin America Report - 2017 37

Source: MMA, 2016

Page 38: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 38

Source: Statista 2017

Source: MMA, 2016

Facebook Users in Latin America

Page 39: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 39

Source: ComScore 2017

Maslow’s hierarchy of needs (and how mobile meets it)

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Mobile in Latin America Report - 2017 40

Source: ComScore 2017

Maslow’s hierarchy of needs (and how mobile meets it)

Page 41: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 41

Source: ComScore 2017

Maslow’s hierarchy of needs (and how mobile meets it)

Page 42: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 42

Source: ComScore 2017

Maslow’s hierarchy of needs (and how mobile meets it)

Page 43: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 43

Source: ComScore, 2016

E-mail opens – Global Insight

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Mobile in Latin America Report - 2017 44

Source: MMA, 2016

Source: MMA, 2016

ATIVIDADES NOS DISPOSITIVOS – BRASIL

ATIVIDADES NOS DISPOSITIVOS – COLOMBIA

Page 45: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 45

Source: MMA, 2016

Source: MMA, 2016

ATIVIDADES NOS DISPOSITIVOS – MÉXICO

ATIVIDADES NOS DISPOSITIVOS – ARGENTINA

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Mobile in Latin America Report - 2017 46

Source: MMA, 2016

Source: MMA, 2016

FREQUÊNCIA – BRASIL

FREQUÊNCIA – COLOMBIA

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Mobile in Latin America Report - 2017 47

Source: MMA, 2016

Source: MMA, 2016

FREQUÊNCIA – MEXICO

FREQUÊNCIA – ARGENTINA

Page 48: MMA Mobile Insights Latam

% of people who have used the app for sharing or discussing news in a given week

Mobile in Latin America Report - 2017

Source: Statista, 2016

Reuters Institute Digital News Report 2017

48

Brazil – device and media for news

Page 49: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017

Reuters Institute Digital News Report 2017

49

Argentina – device and media for news

Chile – device and media for news

Mexico – device and media for news

Page 50: MMA Mobile Insights Latam

MARKETING

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Mobile in Latin America Report - 2017 51

Source: Criteo, 2016

Apps drive more transactions

Mobile apps beat browsers at every stage of the funnel

App transactions account for the 52% of all mobile commerce sales. In 48% of the cases happened in the mobile web.

The funnel of mobile apps is much larger at every single stage.

This trend show us that investing in an app and convincing your customers to use it is more likely to increase you revenue.

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Mobile in Latin America Report - 2017 52

Source: Criteo, 2016

Sources: eMarketer, Gestion, El Financiero, La Nación, interviews, AMI analysis

App buyers spend more per transaction

Not only that apps convert better but also people tend to spend more on them than on both mobile web and desktop.

On average people spend $102 on apps, $100 on desktop and $92 when using mobile browsers.Because retailers have a higher control over the app they can provide users with more engaging product content based on their browsing behavior and buying history.This turns out to be more effective than generic signals founds on desktop and mobile web.

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Mobile in Latin America Report - 2017 53

Sources: eMarketer, Gestion, El Financiero, La Nación, interviews, AMI analysis

Source: comScore MMX Multi-Platform, January 2017

We are now firmly in the ‘app age’

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Mobile in Latin America Report - 2017 54

Source: PWC Internet 2016

Source: ComScore 2017

Mobile broke the barrier and flooded the digital ad space with 51% market share in 2016

Page 55: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 55

Source: ComScore 2017

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Mobile in Latin America Report - 2017 56

Source: ComScore 2016

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Mobile in Latin America Report - 2017 57

Source: ComScore 2016

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Mobile in Latin America Report - 2017 58

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - BRASIL

PROPAGANDA - COLÔMBIA

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Mobile in Latin America Report - 2017 59

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - MÉXICO

PROPAGANDA - ARGENTINA

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Mobile in Latin America Report - 2017 60

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - BRASIL

PROPAGANDA - MÉXICO

México

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Mobile in Latin America Report - 2017 61

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - BRASIL

PROPAGANDA - COLÔMBIA

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Mobile in Latin America Report - 2017 62

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - MÉXICO

PROPAGANDA - ARGENTINA

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Mobile in Latin America Report - 2017 63

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - BRASIL

PROPAGANDA - COLÔMBIA

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Mobile in Latin America Report - 2017 64

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - MÉXICO

PROPAGANDA - ARGENTINA

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Mobile in Latin America Report - 2017 65

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - BRASIL

PROPAGANDA - COLÔMBIA

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Mobile in Latin America Report - 2017 66

Source: MMA, 2016

Source: MMA, 2016

PROPAGANDA - MÉXICO

PROPAGANDA - ARGENTINA

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Mobile in Latin America Report - 2017 67

Source: Kantar Millward Brown 2017

Source: Kantar Millward Brown 2017

43% of Gen-Z wants music readily available on their mobiles, almost twice of the Gen-X.

Gen-Z is also receptive to offline formats, and to well designed advertising. The online overwhelming bombardment of ads, on the other hand, is a detrimental factor.

Page 68: MMA Mobile Insights Latam

Mobile in Latin America Report - 2017 68

Source: Kantar Millward Brown 2017

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Mobile in Latin America Report - 2017 69

Source: Kantar Millward Brown 2017

Source: Kantar Millward Brown 2017

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Mobile in Latin America Report - 2017 70

Source: Kantar Millward Brown 2017

Source: MillwardBrown AdReaction Video Creative in a Digital World (5/16)

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Mobile in Latin America Report - 2017 71

Source: Kantar Millward Brown 2017

Source: MillwardBrown AdReaction Video Creative in a Digital World (5/16)

Gen Z is much more positive to ads when given the option to skip or close, but they are also more likely to use it. Likewise, non-skippable content is likely to result in a backlash.The only real way forward is for brands to create content that will stop Gen Z in their tracks.

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Mobile in Latin America Report - 2017 72

Source: Kantar Millward Brown 2017

Source: Google/ Purchased Digital 2017

CREATIVE DEVELOPMENT: IMPROVING ENGAGEMENT

Actions That Most Commonly Preceded a Purchase

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Mobile in Latin America Report - 2017 73

Source: Sendible, 2015

Tips for Mobile marketing • Use effective keywords

• Identify your audience

• Ensure that your e-mail is mobile-compatible and customised

• Build your audience

• Ensure that your landing pages can be accessed directly

• Mobile technology

• Customised content

• Call for Action

• Watch out for new tecnologies which enhance your mobile marketing

• Play with website designs

• Offer options for a 10 seconds break or a 30 minutes commute

• Carefully consider the paywall worthiness

• Respect your target bandwidth capabilities

• It’s actually easier to ask first than to apologize later

• Do not over push notificate your target

• Keep an open mind about synergies with other apps and services

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MARKETING - BRAZIL

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Mobile in Latin America Report - 2017 75

Source: Sebrae 2016

PERFIL DO CONSUMIDOR ON-LINE BR

ONDE ESTÁ O E-COMMERCE BR?

COMPORTAMENTO DE COMPRA

• 3% Ensino fundamental

• 32% Superior completo

• 20% Pós-graduação

• 22% Ensino médio 22%

• 23% Superior incompleto

• 38% entre R$ 1 mil e R$ 3 mil

• 22% entre R$ 3 mil e R$ 5 mil

• 12% entre R$ 5 mil e R$ 8 mil

• 9% mais de R$ 8 mil com 9%

• 8% menos de R$ 1 mil com

• 36% 35 e 49 anos

• 32% 25 e 34 anos

• 16% 50 e 64 anos

• 11% 18 e 24 anos

• 2% mais de 64 anos

• 1% até 17 anos

• 15% eletrodomésticos

• 12% informática

• 8% eletroeletrônicos

Escolaridade Renda familiar (recebem) Faixa Etária

Categorias mais procuradas

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TRENDS TO BE AWARE

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TRENDS TO BE AWARE IN THE MOBILE WORLD

Mobile in Latin America Report - 2017 77

• Disruptive Brands are causing the consumer to consider what other sectors have its “hacking” overdue

• Mobile to empower the entrepreneurship culture, gig economy and the formation of “peer armies”

• Social catches up with search for discovery

• Social commerce shows new promise

• Dark social rising

• Video ignites social advertising

• Organisations turn to connected workforces

• AR efforts to shift from development to application

• Multi-SIMS to fade out in favor of data

• Advanced Machine Learning

• Robo-writers create content

• Customer digital assistants hold conversations

• Commerce via Messaging Apps will become commonplace

• Marketers will differentiate between lean-back activities and more active involvement uses.

• Header Bidding Will Drive Change in Programmatic Buying

• Brands Waste Billions by Failing to Adapt Video Creative Across Formats

• Video will become the native advertising platform of choice.

• Virtual reality will continue to be a buzz-worthy platform, but don’t expect it to have a great ROI.

• On-demand world and the end of cable television as we know it

• AI to increasingly replace retail workers

• Context is king

• Smart cities

• Baby and beauty tech

• Empathy consolidation and buzz worthy for a while longer

• Silicon Valley’s next frontier: Infrastructure

• As shopping moves in-app, digital payments displace cash

• Nonbanks will continue to lead in peer-to-peer

• Loyalty enters a new age

• Domestic infrastructures move to real-time

• Cyber attacks will increase

• Researchers are able to tell from a smartphone user’s mobile activity whether the user is bored with an 83% accuracy rate

• Start by ensuring your internal culture is something to flaunt, rather than hide.

• Merchants will adopt in-store mobile devices

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Trends - Sources

Mobile in Latin America Report - 2017 78

• CI&T

• GARTNER RESEARCH

• GSMA - The Mobile Economy 2017

• INC.

• JWT

• McKinsey&Company

• MILLWARD BROWN

• MMA

• PROXXIMA

• TECHCRUNCH

• TRENDWATCHING

• VEND

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CHALLENGES TO BE AWARE

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Financial Inclusion: End poverty in all its forms everywhere

Agriculture: End hunger, achieve food security and improved nutrition, and promote sustainable agriculture

Health: Ensure healthy lives and promote well-being for all

Mobile in Latin America Report - 2017 80

With over 400 million registered users, mobile money facilitates access to financial services, many of which contribute to building the resilience of the poor by reducing their vulnerability to economic, social and environmental shocks and disasters.

Research5 on the impact of mobile money in Kenya shows that the service, since 2007, has helped bring 194,000 Kenyans out of poverty, by allowing users to send and receive payments at low cost, to move from farming to business occupations, and to save more of their income.

Agriculture is the main contributor to GDP in emerging markets and the largest employer. Mobile is uniquely positioned to deliver the critical information quickly that rural smallholder farmers need, enabling them to make better decisions and investments that boost their productivity and profit.

Telenor Pakistan launched its Khushaal Zameendar (Prosperous Landlord) mobile agriculture service in December 2015. The service is now empowering more than 2 million farming households by improving access to timely and actionable information for sustainable impact through better yields and increased income for the rural family. The service offers access to agricultural advisory information via IVR, SMS and outbound alerts that notify users twice per day.

Mobile can increase the quality, reduce the cost and extend the reach of healthcare to benefit millions. There are currently more than 1,000 mobile health services in developing countries targeting families through the provision of health content and diagnostics services.

Wazazi Nipendeni is a mobile health service in Tanzania offering clinic appointment reminders to pregnant women, mothers with new-born babies and caregivers, with the objective to promote healthy behaviours in pregnancy and early childhood care. Led by the Ministry of Health and supported by operators (Airtel, Tigo, Vodacom and Zantel) the service has reached over 1.2 million people since it launched in 2011.

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Women Empowerment: Achieve gender equality and empower all women and girls

Water and Sanitation: Ensure access to water and sanitation for all

Energy: Revitalise the global partnership for sustainable development

Mobile in Latin America Report - 2017 81

Mobile can help empower women, helping them feel more connected, safer, and with access to information and life-enhancing opportunities, such as health information, education opportunities and financial services.

The GSMA Connected Women Commitment Initiative focuses on reducing the gender gap in mobile internet and mobile money services. Mobile operators are making formal commitments in low- and middle-income countries to increase the proportion of women in their mobile internet and/or mobile money customer base by 2020, connecting millions more women. As of January 2017, there were 32 formal commitments to these goals by 24 mobile operators.

Mobile-enabled solutions can improve the efficiency of water and sanitation services and extend their reach, bridging the gap in universal access to water and safe sanitation.

In Kenya, Sanergy has been piloting the use of cellular sensors in Fresh Life Toilets. This improves toilet efficiency by more accurately predicting when waste collection is needed; recording when waste collectors visit latrines and when service is requested, ensuring affordability and hygiene.

In the off-grid energy sector, the mobile-enabled solar pay-as-you-go model has been enabling access to clean energy solutions since the early 2010s. Over 800,000 solar home systems use mobile payments and M2M technology to provide reliable, clean energy.

In Uganda the majority of people have no access to grid electricity. Fenix International partnered with MTN to offer pay-as-you-go solar energy, providing a cleaner, affordable alternative to existing kerosene lamps. Only 31% of customers reported using alternative sources of lighting, significantly decreasing the proportion of those subject to unreliable, dangerous energy sources.

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Infrastructure: Build resilient infrastructure, promote sustainable industrialisation and foster innovation

Enhance inclusion: Reduce inequality within and among countries

Disaster response: Take urgent action to combat climate change and its impacts

Mobile in Latin America Report - 2017 81

A key challenge for this SDG is to address the rural-urban divide. The mobile industry helps by extending and upgrading its infrastructure, connecting remote and underserved communities, stimulating economic participation, and supporting IoT-related innovation.

In January 2017, the GSMA announced the launch of the first roaming agreement in Tanzania and the first in East Africa. Airtel, Millicom and Vodacom launched six 3G roaming pilot sites to test the sustainable provision of mobile broadband services. The pilots will help cover 70,000 new users across rural areas of Tanzania. They are structured around a replicable methodology to provide critical mobile network access to the unconnected. The GSMA expects to launch similar projects in other markets over the next three years.

For many marginalised groups around the world, mobile is the first step to inclusive participation in a connected society. Mobile has a key transformational role in providing formal identity and access to various essential services, including banking.

Addressing the over 60 million people who are forcibly displaced worldwide, approximately 21.3 million of whom are refugees, would go a long way to reducing inequalities. The GSMA Disaster Response programme has launched the Refugees and Connectivity portal to demonstrate how mobile technology is making a difference to the lives of refugees.

Asia Pacific is the world’s most disaster-stricken region, with natural disasters alone accounting for over 340,000 deaths in the last 12 years. Given the frequency and intensity of disasters in Asia Pacific, mobile operators have launched services to both prepare for and respond to disasters.

Sri Lankan mobile operator Dialog developed a Disaster and Emergency Warning Network in the aftermath of the 2004 Indian Ocean tsunami. This utilizes mobile communications to form an early warning network. The network connects mobile subscribers, emergency responders, community leaders and the general public to a national emergency monitoring centre.

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TAKEAWAYS – 17/18

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Takeaways

Mobile in Latin America Report - 2017 77

• We are walking a path where 2/3s of Latin American consumers connect themselves to the internet via a mobile subscription, causing a surge to the majority of mobile platforms.

• The budget for internet advertising has migrated towards mobile platforms, surpassing the world’s total sum of non-mobile investments. Similarly, the mobile has exceeded desktop use. Both tendencies also happen in Latin American countries.

• Latin American gamers represent almost 1/3 of the total population. The expenses, however, are comparatively lower than in Asia by both market, and cultural aspects.

• Three of the four countries with the highest number of average hours spent on social media per day belong to those in Latin America. Social media has also become the path to several pieces of information, news and discovery.

• Message apps have also been growing as a source of news and discovery, promoting the power of word of mouth. The understanding of diversity within social platforms must grow as a necessity along the consumer’s path.

• Moreover, message apps have grown as a means of communication to the micro and small, retail or service supplier, straight through their consumers.

• The mobile comprises itself as less of an appliance and more as an extension of the consumer.

• The mobile’s different functionalities allow the delivery of diverse levels of human needs, in all its abilities. Many of them have yet to be fully explored in their fullest capacity, making space for innovation and growth.

• In a mobile world, apps with good navigation and appealing UIs have better critiques from responsive websites – the attention from the UX allows the identification of specific gaps in the m-commerce for better feedback, productivity and progression.

• Mexico stands out for its rising mobile usage. Brazil still has a significant and more expressive desktop audience, but users are spending more than double their time on their mobile versus their desktop.

• Disruptive Brands are causing the consumer to consider what other sectors can provide them with mainstream channels and products.

• It is expected that through the rise of the mobile, both extraction and submissions of large scale information with a profound level of detail will play an important role in the search of solutions for big global questions in different areas, separate from technology.

Page 85: MMA Mobile Insights Latam

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