In Latam Study

IMS MOBILE IN LATAM STUDY

2ND EDITION

SEPTEMBER 2016 IMS MOBILE IN LATAM STUDY TABLE OF CONTENTS 2016

Methodology 03

Respondent Profile 04

Connectivity 05

Smartphone Usage 12

Tablet Usage 22

App Usage 31

IMS Reach 41

Highlights 44

IMS App Profile 48 IMS MOBILE IN LATAM STUDY RESEARCH METHODOLOGY 2016

SAMPLE MARGIN OF ERROR SIZES COUNTRY SAMPLE SIZE (95% CONFIDENCE LEVEL) Total 4.851 +/- 1.4 percentage points

832 +/- 3.2 percentage points

805 +/- 3.5 percentage points

807 +/- 3.4 percentage points

804 +/- 3.5 percentage points

803 +/- 3.5 percentage points

800 +/- 3.5 percentage points

METHODOLOGY SAMPLE Participants were smartphone and tablet Online survey panelists in six countries were owners who use mobile apps. contacted via email to complete a 10 minute REQUIRMENTS survey about device ownership, app usage, and behaviors. The survey fieldwork was conducted TIMING September 2nd - 9th, 2016 03 IMS MOBILE IN LATAM STUDY RESPONDENT PROFILE 2016

GENDER FEMALE MALE EMPLOYMENT Full-time 44% 49% 51% STATUS Part-time 11%

Self-employed 16%

AGE 15-24 29% Not currently employed 9%

25-34 29% Homemaker 3%

35-44 21% Retired 3%

45-54 12% Student 12%

55+ 9% Other 2%

58% OF THE RESPONDENTS HAVE LESS THAN 35 YEARS AND +70% ARE EMPLOYED

04 CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2ND EDITION CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2016 71.7% 68.0%

58.2% 59.6% 56.1% 57.8% 56.1% 51.1% OF LATAM POPULATION IS ALREADY CONNECTED

Digital is already a large reach builder in Latin America. At least half of the TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE population in each of the countries surveyed is already connected –in some cases already above 70%.

INTERNET USER PENETRATION IN LATIN AMERICA | BY COUNTRY | 2016 | % OF POPULATION

INDIVIDUALS OF ANY AGE WHO USE THE INTERNET FROM ANY LOCATION VIA ANY DEVICE AT LEAST ONCE PER MONTH SOURCE: EMARKETER | SEP 2016 06 CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2016

6% OVER 8% 7% 7% 13% 7% 7% 9/10 92% 93% 93% 87% 93% 93% 94% INTERNET USERS CONNECT WITH SMARTPHONES

Mobile usage is nearly equivalent to total online usage; over nine in ten TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE online users connect to the internet on a mobile device at least once a week. Most of this mobile connections are smartphone-based. Only 1 to 5% of internet users are tablet-only mobile users. NON MOBILE INTERNET USERS MOBILE USERS

S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. BASE: TOTAL RESPONDENTS, INCLUDING SCREENED NON-MOBILE USERS (N=4, 851) 07 CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2016 AVG. HOURS TOTAL MOBILE PER WEEK: 2.0 (SMARTPHONE + TABLET) 1.6 2.3 1.9 3.6 EBOOK 3.4 14.5 READER 4.5 MORE THAN 4.5 TOTAL RESPONDENTS VIDEO GAME CONSOLE 6.3 6.9 TABLET 16.3 8.4 MILLENNIALS 8.2 (AGES 18-34) 5HS CONNECTED TV A DAY ONLINE TOTAL COMPUTERS DESKTOP 12.7 11.1 (DESKTOP + LAPTOP)

LAPTOP LatAm mobile users spend more 15.1 than 37hs a week online – increasing SMARTPHONE TOTAL AGES TOTAL to almost 40hs among Millennials. (WITH INTERNET RESPONDENTS 18-34 RESPONDENTS This group is already spending more CONNECTION) time with mobile connections than with computer-based internet. TOTAL WEEKLY HOURS SPENT 14.7 ON ONLINE*: 37.6 39.8 MILLENNIALS (AGES 18-34)

IMS MOBILE IN LATAM STUDY 2016

TIME SPENT ONLINE VS ONLINE VS ONLINE 37.6 39.8 IS 2 TO ALMOST ONLY 3X HIGHER THAN AVG. HOURS THE TIME SPENT PER WEEK: WITH ANY OFFLINE MEDIA. 2.2 30% MAGAZINE 2.2 2.2 2.1 4.2 OF MEDIA TIME IS 3.5 SPENT ON OFFLINE NEWSPAPER MILLENNIALS 7.6 FOR EXAMPLE MEDIA 6.6 SPEND RADIO -AND ONLY HALF OF TV TOTAL AGES 6X IT ON TV RESPONDERS 18-34 MORE HOURS ONLINE THAN TOTAL WEEKLY WATCHING TV ON HOURS SPENT A WEEKLYBASIS. ON OFFLINE*: 16.2 14.4

*TOTAL HOURS INCLUDES DUPLICATION (CROSS-VIEWING) BETWEEN MEDIA. S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. D2. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND DOING EACH OF THE FOLLOWING ACTIVITIES.. 09 BASE: TOTAL RESPONDENTS (N=4,851) )/RESPONDENTS 18-34 (N=2,414) CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2016

BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE

TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 (N=832) (N=433) (N=805) (N=400) (N=807) (N=292) (N=804) (N=468) (N=803) (N=597) (N=800) (N=375)

SMARTPHONE (WITH 11.8 13.4 10.1 11.6 9.8 11.5 12.2 14.0 9.2 10.2 11.6 13.2 HOURS PER INTERNET CONNECTION) LAPTOP 9.0 9.2 7.4 7.5 6.3 6.3 7.7 8.2 7.3 7.8 8.9 9.7 COMPUTER

WEEK ONLINE DESKTOP 7.2 6.9 6.5 5.8 6.7 5.3 6.5 6.0 7.8 7.3 5.4 4.6 COMPUTER

CONNECTED 4.2 4.3 4.7 4.8 4.2 4.4 5.0 4.6 5.3 5.3 5.2 4.8 BY DEVICE TV

AND COUNTRY TABLET 3.5 3.9 3.4 3.3 2.7 2.8 3.6 3.8 4.2 4.8 3.0 3.1

VIDEO GAME 2.2 2.5 2.1 2.5 1.2 1.6 1.3 1.4 2.1 2.6 1.5 1.8 CONSOLE

EBOOK 1.8 2.3 1.6 1.9 0.9 1.1 1.6 1.7 2.5 2.9 1.2 1.3 READER

TOTAL WEEKLY HOURS SPENT 39.7 42.5 35.8 37.4 31.8 33.0 37.9 39.7 38.4 40.9 36.8 38.5 ONLINE

S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. | BASE: TOTAL RESPONDENTS/RESPONDENTS 18-34 10 CONNECTIVITY

IMS MOBILE IN LATAM STUDY 2016

BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE

TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 TOTAL A18-34 (N=832) (N=433) (N=805) (N=400) (N=807) (N=292) (N=804) (N=468) (N=803) (N=597) (N=800) (N=375) HOURS PER TV 8.1 7.0 6.6 5.7 7.7 6.8 7.3 6.5 6.7 6.3 7.7 7.2 WEEK OFFLINE RADIO 3.7 3.0 3.9 3.4 5.1 4.2 5.4 4.8 5.2 5.1 5.3 4.2 NEWSPAPER 2.4 2.3 1.9 1.7 1.9 1.6 2.6 2.4 2.6 2.6 2.0 1.8

BY DEVICE MAGAZINE 2.4 2.4 2.0 1.9 1.7 1.8 2.1 2.1 2.5 2.7 1.7 1.6 AND COUNTRY TOTAL WEEKLY HOURS SPENT 16.6 14.7 14.4 12.7 16.4 14.4 17.4 15.8 17.0 16.7 16.7 14.8 OFFLINE

TOTAL WEEKLY HOURS SPENT 39.7 42.5 35.8 37.4 31.8 33.0 37.9 39.7 38.4 40.9 36.8 38.5 ONLINE

D2. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND DOING EACH OF THE FOLLOWING ACTIVITIES. BASE: TOTAL RESPONDENTS/RESPONDENTS 18-34 11 SMARTPHONE USAGE

IMS MOBILE IN LATAM STUDY 2ND EDITION SMARTPHONE

IMS MOBILE IN LATAM STUDY 2016 +90 MINUTES PER DAY CONNECTED WITH 11.1 11.8 10.1 9.8 12.2 9.2 11.6 SMARTPHONES…

Brazil, Colombia and Chile are the leaders for smartphone usage, with users averaging over ten hours a week online with their smartphone. AVERAGE BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE Across LatAm, this time spent online HOURS only on smartphones is already higher SPEND than the time spent on TV. ON DEVICE

AVERAGE HOURS SPEND ON DEVICE

S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. BASE: TOTAL RESPONDENTS (N=4, 851) 13 SMARTPHONE

IMS MOBILE IN LATAM STUDY 2016

… BUT MILLENNIALS ARE ALREADY AT 110 MINUTES A DAY 11.1 12.7 10.2 8.3 6.2

AVERAGE HOURS Smartphone usage is highest amongst SPEND ON DEVICE Millennials, who spend more time TOTAL 18-34 35-44 45-54 +55 online on their phones than any other (n=4,851) YEARS YEARS YEARS YEARS age group. (n=2,565) (n=1,150) (n=718) (n=407)

IMS MOBILE IN LATAM STUDY 2016

THOUGH WIFI IS THE MOST COMMON TYPE OF ANDROID 81% +3pts. WIFI 74% -6pts. INTERNET ACCESS,

ANDROID iPhone 17% -2pts. 3G 44% -21pts. IS THE LEADING 4G BlackBerry 1% -6pts. 4G 44% +21pts. CONNECTIONS HAVE SMARTPHONE OS ALREADY GOT AS MASSIVE AS IN THE REGION -2pts. Other 6% Other <1% 3G WITH ALMOST HALF Don’t know 1% Don’t know <1% SMARTPHONE USER iOS has only a minor PENETRATION. footprint with 17% penetration. Higher connection TYPE OF TYPE OF speeds increase the potential of both SMARTPHONE INTERNET ACCESS apps and advertising formats.

VARIATION VS IMS MOBILE IN LATAM 2015

S4A. WHAT TYPE OF SMARTPHONE DO YOU HAVE? | S4C. WHAT TYPE OF INTERNET ACCESS DO YOU USE ON YOUR SMARTPHONE? BASE: CONNECT TO INTERNET ON SMARTPHONE (N=4,687) 15 AVERAGE NUMBER OF APPS SMARTPHONE IMS MOBILE IN LATAM STUDY 2016

ALMOST 19.5 19.8 20.0 19.3 19.0 20 17.4 17.0 APPS INSTALLED ON SMARTPHONES

TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE

Apps are becoming more relevant among smartphone users, who have downloaded on average about 8% more apps than last year.

1ST EDITION 2ND EDITION IMS MOBILE IN LATAM 18 VS. 19.5 NUMBER OF APPS ON SMARTPHONE AVERAGE AVERAGE

S4B. APPROXIMATELY HOW MANY APPS DO YOU HAVE DOWNLOADED TO YOUR SMARTPHONE? BASE: CONNECT TO INTERNET ON SMARTPHONE (N=4,687) 16 SMARTPHONE

IMS MOBILE IN LATAM STUDY 2016

17% 22% 20% 21% 22% 19% 34% 5% THE MAJORITY OF 5% 6% 5% 9% 5% SMARTPHONE OWNERS 7% 6% 11% 7% 8% 9% HAVE MADE A 11% 7% 5% 12% 14% 7% 14% 14% PURCHASE 12%

63% ON THEIR 58% 54% 54% 48% 51% SMARTPHONE 40% IN THE PAST 6 MONTHS

TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE

Mobile commerce is already here. Only 1 in 5 users has never purchased anything on a smartphone. NEVER PURCHASED PAST 7-12 MONTHS PAST 3 MONTHS ON TABLET

MORE THAN A PAST 4-6 MONTHS YEAR AGO

S4D. WHEN IS THE LAST TIME YOU MADE A PURCHASE ONLINE OR PAID FOR GOODS OR SERVICES ONLINE, FOR YOUR PERSONAL USE, USING YOUR SMARTPHONE? BASE: CONNECT TO INTERNET ON SMARTPHONE 17 SMARTPHONE

IMS MOBILE IN LATAM STUDY 2016

AND THERE IS A NEVER PURCHASED 27% 22% -5pts. ON SMARTPHONE

POSITIVE 6% MORE THAN A YEAR AGO 6% 7% +2pts. TREND 5% 12% PAST 7-12 MONTHS WHEN COMPARING WITH 12% LAST YEAR’S RESULTS PAST 4-6 MONTHS

+4pts. PAST 3 MONTHS 50% 54%

mCommerce appears to be on the rise in Latin America, with more respondents claiming to make online purchases, and doing so more often than last year. 2015 2016 (N=3,867) (N=4,687)

S4D. WHEN IS THE LAST TIME YOU MADE A PURCHASE ONLINE OR PAID FOR GOODS OR SERVICES ONLINE, FOR YOUR PERSONAL USE, USING YOUR SMARTPHONE? BASE: CONNECT TO INTERNET ON SMARTPHONE 18 SMARTPHONE

IMS MOBILE IN LATAM STUDY 2016 ACTIVITIES (N:4.687)

USE SOCIAL NETWORK SITES 82%

SEND OR RECEIVE INSTANT MESSAGES 79%

SEND OR RECEIVE SMS/TEXT MESSAGES 76%

READ OR WRITE E-MAILS 72% SOCIAL, MESSAGING SHARE PICTURES OR VIDEOS WITH OTHERS 72% AND PICTURES/ WATCH VIDEO CLIPS 70% USE SEARCH ENGINES 67% VIDEOS VIEWING CHECK WEATHER 63% AND SHARING USE MAP FEATURES 61% READ ARTICLES ON NEWS SITES 58%

ARE THE MAIN ACTIVITIES ON SMARTPHONES LISTEN TO STREAMING MUSIC/MUSIC PLAYLIST ONLINE 58%

READ OR WATCH ENTERTAINMENT NEWS 57%

MAINTAIN SCHEDULE 55%

READ PRODUCT REVIEWS/RESEARCH PRODUCTS/ PRICE 51%

PLAY OTHER GAMES 50%

Q1. WHICH ONLINE ACTIVITIES DO YOU DO ON A REGULAR BASIS USING A SMARTPHONE, AND WHICH DO YOU DO USING A TABLET? “REGULAR BASIS” MEANS ABOUT 4-5 TIMES PER WEEK OR MORE.BASE: CONNECT TO INTERNET ON SMARTPHONE 19 SMARTPHONE ACTIVITIES (N:4.687) IMS MOBILE IN LATAM STUDY READ OR WATCH INFORMATION 48% 2016 ON HEALTH, FITNESS OR BEAUTY

RESEARCH RECIPES 47%

USE VIDEO MESSAGING 43% SMARTPHONES USE VOICE COMMANDS (E.G., SIRI) 42% Yet smartphones are powerful tools and their LOOK FOR COUPONS AND DEALS 41% multiple uses were captured in our study. “CHECK-IN” TO PHYSICAL LOCATIONS 40%

Entertainment, information, research, CHECK SPORTS SCORES 40% purchases, training, working…there is hardly an activity that cannot be carried out without the READ/PARTICIPATE IN MESSAGE BOARDS/BLOGS 38% help of one of these devices. MONITOR PERSONAL FINANCES/STOCK PRICES 37%

LOOK FOR EXPERT ADVICE 37%

PLAY AUGMENTED REALITY GAMES (E.G., POKEMON GO) 35%

COLLABORATE WITH OTHERS ON PROJECTS FOR 33% SCHOOL/WORK/OTHER COMMITMENTS SPECIALIZED APPS STREAM/WATCH FULL TV SHOWS OR MOVIES 32% The increase in the number of downloaded PAY WITH DEVICE USING A MOBILE WALLET/NFC 29% appscombined with this wide variety of activities PLAY VIRTUAL REALITY GAMES (USING AUXILIARY DEVICES) 25% indicatesa desire to have the best app for the job

rather than a one-size-fits-all solution. CREATE AND/OR WATCH 360 VIDEOS 24%

USE SMART HOME CONTROLS 22%

WATCH OR PARTICIPATE IN ESPORTS EVENTS 22%

NONE OF THE ABOVE 1%

Q1. WHICH ONLINE ACTIVITIES DO YOU DO ON A REGULAR BASIS USING A SMARTPHONE, AND WHICH DO YOU DO USING A TABLET? “REGULAR BASIS” MEANS ABOUT 4-5 TIMES PER WEEK OR MORE.BASE: CONNECT TO INTERNET ON SMARTPHONE 20 THE PATTERN IS VERY CONSISTENT ON A COUNTRY LEVEL, SMARTPHONE IMS MOBILE IN LATAM STUDY WITH MINOR LOCAL VARIATIONS ON THE TOP 5 ACTIVITIES 2016

SMARTPHONE SMARTPHONE SMARTPHONE ACTIVITIES BRAZIL (N:820) ACTIVITIES MEXICO (N:785) ACTIVITIES ARGENTINA (N:764)

USE SOCIAL USE SOCIAL USE SOCIAL NETWORK SITES 78% NETWORK SITES 84% NETWORK SITES 85%

SEND OR RECEIVE SEND OR RECEIVE SEND OR RECEIVE INSTANT MESSAGES 74% INSTANT MESSAGES 82% SMS/TEXT MESSAGES 84%

READ OR WRITE SEND OR RECEIVE SEND OR RECEIVE E-MAILS 73% SMS/TEXT MESSAGES 81% INSTANT MESSAGES 83%

SEND OR RECEIVE SHARE PICTURES OR SHARE PICTURES OR SMS/TEXT MESSAGES 71% VIDEOS WITH OTHERS 71% VIDEOS WITH OTHERS 73%

SHARE PICTURES OR VIDEOS WITH OTHERS 70% WATCH VIDEO CLIPS 70% WATCH VIDEO CLIPS 68%

SMARTPHONE SMARTPHONE SMARTPHONE ACTIVITIES COLOMBIA (N:780) ACTIVITIES PERU (N:773) ACTIVITIES CHILE (N:765)

USE SOCIAL USE SOCIAL SEND OR RECEIVE NETWORK SITES 88% NETWORK SITES 85% INSTANT MESSAGES 88%

SEND OR RECEIVE SEND OR RECEIVE USE SOCIAL INSTANT MESSAGES 86% INSTANT MESSAGES 85% NETWORK SITES 85%

SEND OR RECEIVE SEND OR RECEIVE READ OR WRITE SMS/TEXT MESSAGES 79% SMS/TEXT MESSAGES 81% E-MAILS 80%

SHARE PICTURES OR SHARE PICTURES OR SHARE PICTURES OR VIDEOS WITH OTHERS 78% VIDEOS WITH OTHERS 74% VIDEOS WITH OTHERS 78%

READ OR WRITE WATCH VIDEO CLIPS 74% 72% CHECK WEATHER 75% E-MAILS

IMS MOBILE IN LATAM STUDY 2ND EDITION TABLET

IMS MOBILE IN LATAM STUDY 2016

WITH LESS PENETRATION THAN SMARTPHONES, THE AVERAGE TIME CONNECTED ON TABLETS DROPS TO ALMOST 30 MINUTES PER DAY 3.4 3.5 3.4 2.7 3.6 4.3 3.0

AVERAGE BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE HOURS Tablet usage is still developing in Latin SPEND ON DEVICE America, with Peru being the leader.

AVERAGE HOURS SPEND ON DEVICE

S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. BASE: TOTAL RESPONDENTS (N=4, 851) 23 TABLET

IMS MOBILE IN LATAM STUDY 2016

UNLIKE SMARTPHONES, TABLET USAGE IS FAIRLY EVEN AMONGST ALL AGE GROUPS

3.4 3.6 3.4 2.9 2.3 AVERAGE HOURS SPEND ON DEVICE TOTAL 18-34 35-44 45-54 +55 (n=4,851) YEARS YEARS YEARS YEARS (n=2,565) (n=1,150) (n=718) (n=407)

S3. USING THE SCALE BELOW, PLEASE TELL US ON AVERAGE, APPROXIMATELY HOW MANY HOURS PER WEEK YOU SPEND ON THE INTERNET USING EACH OF THE FOLLOWING DEVICES. BASE: TOTAL RESPONDENTS (N=4, 851) 24 TABLET

IMS MOBILE IN LATAM STUDY 2016

Android 72% +4pts. Tablet WIFI 88% -2pts. YET Apple 25% -2pts. iPad 3G 19% -10pts. Windows 8 6% iOS Tablet GETS A HIGHER 4G 19% +7pts. Amazon SHARE THAN ON ANDROID 3% Kindle Fire SMARTPHONES WITH 25% ALSO RULES Other <1% PENETRATION. ON TABLETS Other 2% -1pts. Don’t know 4% +1pts. Don’t know 2% WIFI IS CLEARLY THE MAIN TYPE OF CONNECTION TYPE OF TYPE OF FOR THESE TABLET INTERNET ACCESS DEVICES.

VARIATION VS IMS MOBILE IN LATAM 2015

S5A. WHAT TYPE OF TABLET DO YOU HAVE? | S5C. WHAT TYPE OF INTERNET ACCESS DO YOU USE ON YOUR TABLET? BASE: CONNECT TO INTERNET ON TABLET (N=2,799) 25 AVERAGE NUMBER OF APPS TABLET IMS MOBILE IN LATAM STUDY 2016

TABLET USERS HAVE

REDUCED 19.7 19.1 19.9 17.9 17.9 THE NUMBER OF 17.7 15.7 DOWNLOADED APPS

TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE

On tablets, the number of apps has reduced 7% in the last year. As we will see later, users a limiting the scope of these devices specially when compared

to smartphones. 1ST EDITION 2ND EDITION IMS MOBILE IN LATAM 19 VS. 17.7 NUMBER OF APPS ON TABLETS AVERAGE AVERAGE

S5B. APPROXIMATELY HOW MANY APPS DO YOU HAVE DOWNLOADED TO YOUR TABLET? BASE: CONNECT TO INTERNET ON TABLET (N=2,799) 26 TABLET

IMS MOBILE IN LATAM STUDY 2016

23% 29% 28% 30% 37% 31% 45% 7% 6% 8% 8% 6% 10% 8% 8% 8% 14% 9% 19% 9% 17% TABLET 17% 18% 7% 8% 16% 13% PURCHASES 9%

ARE ALSO RELEVANT 42% 41% 38% 38% 33% IN MOST COUNTRIES 29% 30%

TOTAL BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE (n=460) (n=511) (n=428) (n=454) (n=541) (n=405) Online purchases made on tablet (n=2,799) varies by country, with Brazil and Chile being the leaders. But overall, at least half of tablet users have purchased using their tablets

NEVER PURCHASED PAST 7-12 MONTHS PAST 3 MONTHS ON TABLET

MORE THAN A PAST 4-6 MONTHS YEAR AGO

S5D. WHEN IS THE LAST TIME YOU MADE A PURCHASE ONLINE OR PAID FOR GOODS OR SERVICES ONLINE, FOR YOUR PERSONAL USE, USING YOUR TABLET? BASE: CONNECT TO INTERNET ON TABLET 27 TABLET

IMS MOBILE IN LATAM STUDY 2016 ACTIVITIES (N:2.799)

WATCH VIDEO CLIPS 67%

USE SOCIAL NETWORK SITES 58% TABLETS HAVE USE SEARCH ENGINES 57% READ OR WRITE E-MAILS 54%

A STRONGER PLAY OTHER GAMES 54% ENTERTAINMET READ ARTICLES ON NEWS SITES 52% STREAM/WATCH FULL TV SHOWS/MOVIES 52%

PROFILE READ OR WATCH ENTERTAINMENT NEWS 49%

RESEARCH RECIPES 48% READ PRODUCT REVIEWS/RESEARCH PRODUCTS AND PRICES 46%

Gaming and watching audiovisual READ OR WATCH INFORMATION 45% content are definitely more relevant on ON HEALTH, FITNESS OR BEAUTY tablets. Social and search are also at SHARE PICTURES OR VIDEOS WITH OTHERS 41% the top of the chart, as the screen size COLLABORATE WITH OTHERS ON PROJECTS FOR 39% can improve the experience on these SCHOOL/WORK/OTHER COMMITMENTS devices. LISTEN TO STREAMING MUSIC OR A 39% MUSIC PLAYLIST ONLINE LOOK FOR COUPONS AND DEALS 38%

Q1. WHICH ONLINE ACTIVITIES DO YOU DO ON A REGULAR BASIS USING A SMARTPHONE, AND WHICH DO YOU DO USING A TABLET? “REGULAR BASIS” MEANS ABOUT 4-5 TIMES PER WEEK OR MORE. | BASE: CONNECT TO INTERNET ON TABLET 28 TABLET ACTIVITIES (N:2.799) IMS MOBILE IN LATAM STUDY PLAY VIRTUAL REALITY GAMES (USING AUXILIARY DEVICES) 38% 2016

LOOK FOR EXPERT ADVICE 37%

READ/PARTICIPATE IN MESSAGE BOARDS/BLOGS 36%

USE MAP FEATURES 34% TABLETS HAVE CREATE AND/OR WATCH 360 VIDEOS 33% MONITOR PERSONAL FINANCES/CHECK STOCK PRICES 33% A STRONGER CHECK SPORTS SCORES 33% ENTERTAINMET CHECK WEATHER 33% SEND OR RECEIVE INSTANT MESSAGES 31%

PROFILE USE VIDEO MESSAGING 31%

WATCH OR PARTICIPATE IN ESPORTS EVENTS 30%

MAINTAIN SCHEDULE 29% Gaming and watching audiovisual USE VOICE COMMANDS (E.G., SIRI) 26% content are definitely more relevant on tablets. Social and search are also at PLAY AUGMENTED REALITY GAMES (E.G., POKEMON GO) 23% the top of the chart, as the screen size can improve the experience on these USE SMART HOME CONTROLS 21% devices. PAY WITH DEVICE USING A MOBILE WALLET/NFC 19%

“CHECK-IN” TO PHYSICAL LOCATIONS 18%

SEND OR RECEIVE SMS/TEXT MESSAGES 17%

NONE OF THE ABOVE 4%

Q1. WHICH ONLINE ACTIVITIES DO YOU DO ON A REGULAR BASIS USING A SMARTPHONE, AND WHICH DO YOU DO USING A TABLET? “REGULAR BASIS” MEANS ABOUT 4-5 TIMES PER WEEK OR MORE. | BASE: CONNECT TO INTERNET ON TABLET 29 THERE IS ONCE AGAIN MANY SIMILARITIES TABLET IMS MOBILE IN LATAM STUDY 2016 ACROSS COUNTRIES

TABLET TABLET TABLET ACTIVITIES BRAZIL (N:460) ACTIVITIES MEXICO (N:511) ACTIVITIES ARGENTINA (N:428)

WATCH WATCH WATCH VIDEO CLIPS 64% VIDEO CLIPS 69% VIDEO CLIPS 67%

USE SOCIAL USE SOCIAL USE SOCIAL NETWORK SITES 56% NETWORK SITES 61% NETWORK SITES 61%

USE SEARCH USE SEARCH USE SEARCH ENGINES 55% ENGINES 59% ENGINES 55%

READ ARTICLES READ OR WRITE READ ARTICLES ON NEWS SITES 53% E-MAILS 58% ON NEWS SITES 54%

READ OR WRITE PLAY GAMES PLAY GAMES E-MAILS 53% 54% 52%

TABLET TABLET TABLET ACTIVITIES COLOMBIA (N:454) ACTIVITIES PERU (N:541) ACTIVITIES CHILE (N:405)

WATCH VIDEO CLIPS 71% WATCH VIDEO CLIPS 66% WATCH VIDEO CLIPS 70%

READ ARTICLES USE SEARCH PLAY GAMES ON NEWS SITES 62% 62% ENGINES 59%

USE SEARCH USE SOCIAL 61% STREAM/WATCH 57% 57% ENGINES FULL TV SHOWS/MOVIES NETWORK SITES

READ OR WRITE READ OR WRITE 58% RESEARCH 55% 56% E-MAILS RECIPES E-MAILS

READ OR WRITE READ ARTICLES PLAY GAMES 57% 55% 53% E-MAILS ON NEWS SITES

IMS MOBILE IN LATAM STUDY 2ND EDITION APPS

IMS MOBILE TOP 15 APPS - REACH IN LATAM STUDY 2016 WHATSAPP HAS BECOME THE LEADING APP IN LATAM FOLLOWED BY YOUTUBE AND FACEBOOK. APPS LIKE SPOTIFY, SNAPCHAT (RANKED 11TH IN THIS TARGET) AND GAMES HAVE A STRONGER PRESENCE AMONG MILLENNIALS

TOTAL RESPONDENTS MILLENNIALS

WHATSAPP 90% WHATSAPP 91%

YOUTUBE 86% YOUTUBE 88%

FACEBOOK 85% FACEBOOK 86%

GOOGLE MAPS 78% FACEBOOK MESSENGER 77%

FACEBOOK MESSENGER 76% GOOGLE MAPS 77%

INSTAGRAM 55% INSTAGRAM 64%

TWITTER 50% TWITTER 52%

SKYPE 48% SKYPE 47%

YAHOO 35% EA GAMES (TOTAL) 39%

SPOTIFY 32% SPOTIFY 38%

EA GAMES 32% SNAPCHAT 34%

GOOGLE TALK 31% GOOGLE TALK 32%

LINKEDIN 28% YAHOO 30%

SNAPCHAT 26% LINKEDIN 26%

WAZE 25% WAZE 25%

Q3. DO YOU CURRENTLY HAVE THE MOBILE APP FOR ANY OF THESE PROPERTIES DOWNLOADED TO YOUR DEVICE(S)? BASE: TOTAL RESPONDENTS (N=4,851) 32 APPS

IMS MOBILE TOP 10 APPS - DAILY SMARTPHONE USAGE IN LATAM STUDY 2016

SOME APPS WITH LESS REACH HAVE HIGHER DAILY USAGE, INCREASING THE ENGAGEMENT AND FREQUENCY POTENTIAL.

TOTAL RESPONDENTS MILLENNIALS

WHATSAPP 96% WHATSAPP 96%

FACEBOOK 91% FACEBOOK 92%

FACEBOOK FACEBOOK 80% 83% MESSENGER MESSENGER

INSTAGRAM 76% INSTAGRAM 81%

YOUTUBE 75% YOUTUBE 80%

SNAPCHAT 69% SNAPCHAT 73%

TWITTER 67% TWITTER 67%

YAHOO 65% YAHOO 64%

SWARM 60% SPOTIFY 63%

SPOTIFY 59% THE SIMS 62%

Q4. HOW OFTEN DO YOU USE, ACCESS, OR VISIT EACH OF THESE APPS FROM YOUR SMARTPHONE? BASE: HAVE APP ON SMARTPHONE (N=105-4,246) 33 APPS

IMS MOBILE TOP 10 APPS - IMPORTANCE IN LATAM STUDY 2016 WHEN ASKED ABOUT THE OVERALL IMPORTANCE OF EACH APP, WE STILL GET WHATSAPP AND FACEBOOK ON TOP, BUT THERE IS A DIFFERENT SET OF APPS FOLLOWING – SHOWING THAT THERE ARE SPECIFIC NEEDS THAT ONLY A FEW APPS CAN SATISFY.

TOTAL RESPONDENTS MILLENNIALS

WHATSAPP 89% WHATSAPP 88%

FACEBOOK 78% FACEBOOK 77%

FACEBOOK 75% YOUTUBE 75% MESSENGER

FACEBOOK YOUTUBE 74% 74% MESSENGER

GOOGLE MAPS 73% GOOGLE MAPS 71%

WAZE 67% WAZE 62%

SKYPE 62% INSTAGRAM 62%

INSTAGRAM 61% SPOTIFY 61%

LINKEDIN 61% SKYPE 58%

SPOTIFY 60% TWITTER 57%

Q6. HOW IMPORTANT DO YOU CONSIDER EACH OF THESE APPS IN YOUR DAY-TO-DAY LIFE? (TOP 2 BOX) BASE: HAVE APP ON SMARTPHONE/TABLET (N=179-4,387) 34 LEISURE MOMENTS AT HOME, COMMUTING APPS IMS MOBILE AND WHEN AT WORK OR SCHOOL ARE THE IN LATAM STUDY 2016 MOMENTS WITH HIGHEST APP ENGAGEMENT

SITUATIONS WITH HIGHEST APP USAGE

WHEN YOU DURING WHEN AT WORK/ DURING WHEN WHEN OTHER IN A BAR/ IN BED, WAKE UP BREAKFAST COMMUTING SCHOOL LUNCH SHOPPING WATCHING TV LEISURE RESTAURANT BEFORE MOMENTS GOING AT HOME TO BED

Q9. WE HAVE RANDOMLY SELECTED A FEW OF THE APPS THAT YOU TOLD US YOU USE REGULARLY. FOR EACH OF THESE APPS, PLEASE TELLS US DURING WHICH SITUATIONS AND LOCATIONS YOU TYPICALLY ENGAGE WITH THE APP. | BASE: HAVE APP ON SMARTPHONE/TABLET (N=1,792-4,387) 35 THERE ARE SITUATIONS WHERE SPECIFIC APPS APPS IMS MOBILE IN LATAM STUDY 2016 BECOME PARTICULARLY RELEVANT

TOP 10 APPS TOP 10 APPS TOP 10 APPS WHEN YOU WAKE UP DURING BREAKFAST WHEN COMMUTING

WHATSAPP 53% WHATSAPP 37% WAZE 46%

FACEBOOK 36% FACEBOOK 28% WHATSAPP 36%

FACEBOOK 28% INSTAGRAM 21% SPOTIFY 32% MESSENGER

INSTAGRAM 24% TWITTER 20% GOOGLE MAPS 30%

SNAPCHAT 22% FACEBOOK 20% SWARM 26% MESSENGER

TWITTER 20% SNAPCHAT 19% FACEBOOK 23%

YAHOO 15% SPOTIFY 16% FOURSQUARE 22%

SPOTIFY 15% VEVO 16% TWITTER 21%

TELEGRAM 15% SWARM 15% EA GAMES (TOTAL) 21%

GAMES 14% EA GAMES 15% FACEBOOK 21% MESSENGER

Q9. WE HAVE RANDOMLY SELECTED A FEW OF THE APPS THAT YOU TOLD US YOU USE REGULARLY. FOR EACH OF THESE APPS, PLEASE TELLS US DURING WHICH SITUATIONS AND LOCATIONS YOU TYPICALLY ENGAGE WITH THE APP. | BASE: HAVE APP ON SMARTPHONE/TABLET (N=1,792-4,387) 36 THERE ARE SITUATIONS WHERE SPECIFIC APPS APPS IMS MOBILE IN LATAM STUDY 2016 BECOME PARTICULARLY RELEVANT

TOP 10 APPS TOP 10 APPS TOP 10 APPS AT WORK/SCHOOL DURING LUNCH WHEN SHOPPING

WHATSAPP 44% WHATSAPP 40% WHATSAPP 25%

LINKEDIN 31% FACEBOOK 29% FOURSQUARE 16%

FACEBOOK 29% FACEBOOK 25% SNAPCHAT 14% MESSENGER

YAHOO 28% INSTAGRAM 24% GOOGLE MAPS 12%

FACEBOOK 28% YOUTUBE 21% SPOTIFY 12% MESSENGER

FACEBOOK SKYPE 28% EA GAMES (TOTAL) 21% 11% MESSENGER

VICE 26% TWITTER 20% WAZE 11%

TWITTER 24% FOURSQUARE 19% FACEBOOK 11%

SPOTIFY 23% SNAPCHAT 19% EA GAMES 10%

GOOGLE TALK GAMES 23% 19% SWARM 10%

Q9. WE HAVE RANDOMLY SELECTED A FEW OF THE APPS THAT YOU TOLD US YOU USE REGULARLY. FOR EACH OF THESE APPS, PLEASE TELLS US DURING WHICH SITUATIONS AND LOCATIONS YOU TYPICALLY ENGAGE WITH THE APP. | BASE: HAVE APP ON SMARTPHONE/TABLET (N=1,792-4,387) 37 THERE ARE SITUATIONS WHERE SPECIFIC APPS APPS IMS MOBILE IN LATAM STUDY 2016 BECOME PARTICULARLY RELEVANT

TOP 10 APPS TOP 10 APPS WHEN WATCHING TV OTHER LEISURE MOMENTS AT HOME

WHATSAPP 38% GAMES 53%

FACEBOOK 27% YOUTUBE 53%

FACEBOOK 23% WHATSAPP 52% MESSENGER

TWITTER 22% FACEBOOK 48%

INSTAGRAM 20% EA GAMES (TOTAL) 48%

GAMES 20% PINTEREST 47%

EA GAMES (TOTAL) 20% FACEBOOK 43% MESSENGER

SNAPCHAT 20% SPOTIFY 42%

SHAZAM 18% PLANTS VS. ZOMBIES 42%

PLANTS VS. ZOMBIES 16% INSTAGRAM 42%

38 THERE ARE SITUATIONS WHERE SPECIFIC APPS APPS IMS MOBILE IN LATAM STUDY 2016 BECOME PARTICULARLY RELEVANT

TOP 10 APPS IN TOP 10 APPS IN A BAR/ RESTAURANT IN BED BEFORE GOING TO SLEEP

WHATSAPP 25% WHATSAPP 35%

SHAZAM 15% FACEBOOK 27%

FOURSQUARE 14% INSTAGRAM 23%

SNAPCHAT 14% GAMES 21%

FACEBOOK 14% YOUTUBE 21%

FACEBOOK 12% FACEBOOK 20% MESSENGER MESSENGER

SWARM 12% SNAPCHAT 19%

INSTAGRAM 12% TWITTER 18%

VICE 12% EA GAMES (TOTAL) 17%

TWITTER 11% SPOTIFY 16%

Q9. WE HAVE RANDOMLY SELECTED A FEW OF THE APPS THAT YOU TOLD US YOU USE REGULARLY. FOR EACH OF THESE APPS, PLEASE TELLS US DURING WHICH SITUATIONS AND LOCATIONS YOU TYPICALLY ENGAGE WITH THE APP. | BASE: HAVE APP ON SMARTPHONE/TABLET (N=1,792-4,387) 39 THE MORE TIME USERS HAVE, APPS IMS MOBILE IN LATAM STUDY 2016 THE WIDER THE SCOPE OF APPS USED

CHATTING AND VIDEO PLATFORMS ARE SOMEWHAT LESS RELEVANT IF THERE ARE ONLY A COUPLE OF MINUTES AVAILABLE. WHILE SOCIAL PLATFORMS AND GAMES ARE RELEVANT NO MATTER THE TIME.

USED WHEN HAVING ONLY USED WHEN HAVING ONLY USED WHEN HAVING ONLY 1-2 AROUND 5 MINUTES AROUND 10 MINUTES

GOOGLE MAPS 31% FACEBOOK 28% WHATSAPP 58%

FACEBOOK 22% WHATSAPP 27% YOUTUBE 54% MESSENGER

WHATSAPP 19% GOOGLE MAPS 26% FACEBOOK 52%

FACEBOOK TWITTER 17% YOUTUBE 25% 33% MESSENGER

FACEBOOK 16% FACEBOOK 25% INSTAGRAM 23% MESSENGER

INSTAGRAM 16% INSTAGRAM 21% GOOGLE MAPS 20%

SKYPE 14% TWITTER 19% SKYPE 19%

YOUTUBE 13% SKYPE 14% TWITTER 18%

GOOGLE TALK 13% EA GAMES (TOTAL) 14% SPOTIFY 18%

EA GAMES (TOTAL) 12% YAHOO 13% EA GAMES (TOTAL) 18%

Q10. FOR THIS NEXT QUESTION, WE WANT YOU TO THINK ABOUT THE TIMES WITHIN YOUR DAY WHEN YOU ARE WAITING OR HAVE “DEAD TIMES” BETWEEN VARIOUS PERSONAL ACTIVITIES. PLEASE TELL US WHICH OF THESE SPECIFIC APPS, IF ANY, YOU WOULD TYPICALLY USE IN THESE SITUATIONS, BASED ON THE AMOUNT OF “DEAD TIME” YOU HAD AVAILABLE. BASE: HAVE VISITED WEBSITE/APP (N=163-4,387) 40 IMS REACH

IMS MOBILE IN LATAM STUDY 2ND EDITION IMS MOBILE IN LATAM STUDY 2016 TOTAL POTENCIAL REGIONAL REACH IMS HAS A POTENTIAL REGIONAL REACH OF

76% 77% 72% 86% 86% 78%

76% 42% COMBINING THE STRENGTH OF ITS 11 PARTNERS (ALL APPS) BRAZIL MEXICO ARGENTINA COLOMBIA PERU CHILE (5 APPS) (10 APPS) (10 APPS) (10 APPS) (10 APPS) (10 APPS)

*ONLY IMS APPS OF EA GAMES, SNAPCHAT, TWITCH, Q3. DO YOU CURRENTLY HAVE THE MOBILE APP FOR ANY OF THESE PROPERTIES DOWNLOADED TO YOUR DEVICE(S)? FOURSQUARE AND SWARM AVAILABLE IN BRAZIL BASE: TOTAL RESPONDENTS (N=4,851) 42 IMS MOBILE IN LATAM STUDY 2016

NET REACH WITH ITS 76% REACH, IMS IS THE

IMS 76% 3RD LARGEST SPOTIFY, WAZE, LINKEDIN, TWITTER, YAHOO, EA, TWITCH, SNAPCHAT, FOURSQUARE, SWARM AND VEVO

ADVERTISING GOOGLE 92% YOUTUBE, GOOGLE MAPS AND GOOGLE TALK PLAYER - FACEBOOK BASED ON AUDIENCE SIZE 96% FACEBOOK, FACEBOOK MESSENGER, WHATSAPP AND INSTAGRAM

Q3. DO YOU CURRENTLY HAVE THE MOBILE APP FOR ANY OF THESE PROPERTIES DOWNLOADED TO YOUR DEVICE(S)? BASE: TOTAL RESPONDENTS (N=4,851) 43 HIGHLIGHTS

IMS MOBILE IN LATAM STUDY 2ND EDITION HIGHLIGHTS

IMS MOBILE IN LATAM STUDY 2016

WITH AMONG

Internet is already a relevant reach builder – and having a 90% MILLENNIALS share of this audience, smartphones area powerful tool TIME SPENT ONLINE to engagewith consumers 56.1% is slightly higher, and mobile connections are already morerelevant than computers. REGIONAL PENETRATION

INTERNET USERS LATIN AMERICANS ARE SPENDING with their SPEND smartphones, which is more than twice the with Millennials time they spend on traditional already media, and almost 5 times the at 110 daily time spent on TV. +37 minutes. +90 HOURS PER WEEK MINUTES PER DAY s CONNECTED CONNECTED

45 HIGHLIGHTS

IMS MOBILE IN LATAM STUDY 2016 MOBILE COMMERCE THOUGH LATIN AMERICANS IS A REALITY. STILL PREFER and 71% of tablet users have already made purchases on WIFI each of these devices. connections whenever available, our study indicates that 4G connections have 78% the same penetration than 3G –boosting opportunities for apps and video usage. OF SMARTPHONES USERS

ON AVERAGE THEIR MAIN USES THERE ARE ARE RELATED WITH per smartphone, an 8% increase vs last year. Users still prefer to have specialized apps SOCIAL instead of multiple use apps. messaging and pictures and videos sharing and 19.5 watching, but smartphone purposesdiversify every day –there is hardly an activity than cannot be made with DOWNLOADED the aid of asmartphone. Tablets on the contrary are APPS being used mainly as a source of entertainment.

46 HIGHLIGHTS

IMS MOBILE IN LATAM STUDY 2016 WHATSAPP FREQUENCY is currently the app with highest of use and perceived importance varies penetration in the region, followed by greatly for the highest-reaching apps, YouTube and Facebook. suggesting a weak connection between reach and engagement for theses apps.

COMBINING IMS HAS THE STRENGTH OF ITS RELEVANCE 11 PARTNERS Apps are used the most during leisure ACROSS 76% moments at home, but are also highly relevant THE REGION when commuting and at work or school. OF POTENTIAL In each situation the relevance of different apps can vary. REACH among mobile users, being the third largest advertising player behind Google and Facebook.

47 IMS APP PROFILE

IMS MOBILE IN LATAM STUDY 2ND EDITION APP PROFILE IMS MOBILE TWITTER IN LATAM STUDY DEMOGRAPHICS 2016

IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE) SITUATIONS APPS USED IN LatAm 57% 47% 53%

OTHER LEISURE MOMENTS AT HOME 38% AR 46% 51% 49%

AT WORK/SCHOOL 24% CO 64% 52% 58%

WHEN WATCHING TV 22% PE 60% 46% 54%

WHEN COMMUTING 21% CL 56% 48% 52%

WHEN YOU WAKE UP 20%

DURING BREAKFAST 20% USAGE IN AGE “DEAD TIME” DISTRIBUTION DURING LUNCH 20%

36% INDEX* IN BED, BEFORE GOING TO SLEEP 18% 33% 34% 114 91 94 102 85 IN A BAR/RESTAURANT 11% 33% 36% 21% WHEN SHOPPING 8% 12% 8%

OTHER 13% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+

* INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL 49 APP PROFILE DEMOGRAPHICS IMS MOBILE IN LATAM STUDY SPOTIFY 2016 IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE)

LatAm 56% 47% 53% SITUATIONS APPS USED IN MX 58% 59% 61%

OTHER LEISURE MOMENTS AT HOME 42% AR 54% 53% 47%

WHEN COMMUTING 32% CO 52% 42% 58%

AT WORK/SCHOOL 23% PE 58% 46% 54%

DURING BREAKFAST 16% CL 54% 55% 45% DURING LUNCH 16%

IN BED, BEFORE GOING TO SLEEP 16% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN YOU WAKE UP 15%

INDEX* WHEN SHOPPING 12% 54% 124 97 82 92 78

WHEN WATCHING TV 9% 26% 38% 21% 28% IN A BAR/RESTAURANT 7% 18% 11% 7%

OTHER 15% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+

* INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL 50 APP PROFILE DEMOGRAPHICS IMS MOBILE IN LATAM STUDY YAHOO 2016 IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE)

LatAm 55% 45% 55% SITUATIONS APPS USED IN MX 55% 40% 60%

OTHER LEISURE MOMENTS AT HOME 32% AR 57% 52% 48%

AT WORK/SCHOOL 28% CO 57% 45% 55%

WHEN YOU WAKE UP 15% PE 53% 45% 55%

DURING BREAKFAST 15% CL 52% 45% 55% WHEN COMMUTING 14%

DURING LUNCH 14%

WHEN WATCHING TV 12% USAGE IN AGE “DEAD TIME” DISTRIBUTION IN BED, BEFORE GOING TO SLEEP 12% INDEX*

WHEN SHOPPING 7% 72 83 114 142 144 35% 36% 31% IN A BAR/RESTAURANT 5% 24% 25% 21% 17% OTHER 14% 13%

1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL APP PROFILE IMS MOBILE DEMOGRAPHICS IN LATAM STUDY LINKEDIN 2016 IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE)

SITUATIONS APPS USED IN LatAm 55% 41% 59%

MX 54% 36% 64% AT WORK/SCHOOL 31% AR 56% 40% 60% OTHER LEISURE MOMENTS AT HOME 25% CO 55% 42% 58% DURING LUNCH 16%

PE WHEN COMMUTING 14% 55% 42% 58%

WHEN YOU WAKE UP 12% CL 61% 43% 57%

DURING BREAKFAST 12%

WHEN WATCHING TV 10% USAGE IN AGE “DEAD TIME” DISTRIBUTION IN BED, BEFORE GOING TO SLEEP 8% INDEX*

WHEN SHOPPING 6% 72 97 105 142 122 36% 37% 28% IN A BAR/RESTAURANT 5% 28% 23% 21% 17% OTHER 13% 11%

1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL APP PROFILE IMS MOBILE IN LATAM STUDY SNAPCHAT 2016

DEMOGRAPHICS

SITUATIONS APPS USED IN IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE)

OTHER LEISURE MOMENTS AT HOME 42% LatAm 55% 51% 49%

WHEN YOU WAKE UP 22% BR 59% 58% 42%

AT WORK/SCHOOL 20% MX 45% 44% 56%

WHEN WATCHING TV 20%

DURING BREAKFAST 19% USAGE IN WHEN COMMUTING 19% AGE “DEAD TIME” DISTRIBUTION DURING LUNCH 19% INDEX* 39% IN BED, BEFORE GOING TO SLEEP 121 134 77 58 22 19% 30% 33%

WHEN SHOPPING 14% 35% 39%

IN A BAR/RESTAURANT 14% 17% 7% 2%

OTHER 17% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+

* INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL 53 APP PROFILE IMS MOBILE DEMOGRAPHICS IN LATAM STUDY WAZE 2016 IMPORTANCE GENDER GENDER (TOP 2 BOX) (FEMALE) (MALE)

SITUATIONS APPS USED IN LatAm 61% 42% 58%

MX 57% 44% 56% WHEN COMMUTING 46% AR 56% 35% 65% AT WORK/SCHOOL 14% CO 66% 36% 64% OTHER LEISURE MOMENTS AT HOME 12%

PE WHEN SHOPPING 11% 66% 46% 54%

WHEN YOU WAKE UP 9% CL 65% 47% 53%

DURING LUNCH 8%

DURING BREAKFAST 7% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN WATCHING TV 6% INDEX*

IN A BAR/RESTAURANT 5% 79 121 109 83 89 32% 32% 29% IN BED, BEFORE GOING TO SLEEP 4% 35% 23% 24% OTHER 13% 21% 10% 8%

DEMOGRAPHICS SITUATIONS APPS USED IN

IMPORTANCE GENDER GENDER (TOP 2 BOX) OTHER LEISURE MOMENTS AT HOME 36% (FEMALE) (MALE)

WHEN COMMUTING 20% LatAm 42% 41% 59%

DURING BREAKFAST 16% MX 42% 41% 59%

AT WORK/SCHOOL 16%

WHEN WATCHING TV 15%

DURING LUNCH 13% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN YOU WAKE UP 11% 43% INDEX* IN BED, BEFORE GOING TO SLEEP 9% 37% 124 103 109 58 33 24% 36% IN A BAR/RESTAURANT 8% 30% 24% WHEN SHOPPING 6% 7% 3% 1 - 2 AROUND AROUND OTHER 16% MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+

* INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL 55 VEVO AS A IMS MOBILE IN LATAM STUDY YOUTUBE CHANNEL 2016

INCLUDES 89% OF YOUTUBE VEVO AS AN APP IS ONLY USERS WHO HAVE WATCHED AVAILABLE IN MEXICO, YET IT IS OFFICIAL MUSIC VIDEO ON AVAILABLE AS A COMBINATION OF YOUTUBE IN PAST MONTH IT’S ARTISTS’ CHANNELS.

92% 93% 86% 85%

89% 42% 33% OF YOUTUBE USERS CLAIM TO 5% WATCH OFFICIAL MUSIC VIDEOS ON THE PLATFORM.

TOTAL REACH HAVE MOBILE APP VISITED WEBSITE IN PAST MONTH

Q3. DO YOU CURRENTLY HAVE THE MOBILE APP FOR ANY OF THESE PROPERTIES DOWNLOADED TO YOUR DEVICE(S)? Q8. HOW OFTEN DO YOU VISIT EACH OF THE FOLLOWING WEBSITES, FROM ANY TYPE OF DEVICE? DO NOT INCLUDE TIMES YOU ACCESS THESE SITES USING A MOBILE APP. Q8A. YOU MENTIONED THAT YOU HAVE USED YOUTUBE. HAVE YOU WATCHED OFFICIAL MUSIC VIDEOS ON YOUTUBE (I.E., VIDEOS MADE AND PRODUCED BY THE ARTIST VS. AUDIO TRACKS WITH VIDEO ADDED BY USERS)? | BASE: TOTAL RESPONDENTS (N=4,851) 56 DEMOGRAPHICS APP PROFILE IMS MOBILE FOURSQUARE IN LATAM STUDY IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 45% 43% 57%

SITUATIONS APPS USED IN BR 47% 47% 53%

MX 47% 39% 61% OTHER LEISURE MOMENTS AT HOME 24%

WHEN COMMUTING 22% AR 42% 38% 62%

DURING LUNCH 19% CO 31% 40% 60%

WHEN SHOPPING 16% PE 47% 45% 55%

DURING BREAKFAST 14% CL 29% 50% 50%

IN A BAR/RESTAURANT 14%

WHEN YOU WAKE UP 13% USAGE IN AGE “DEAD TIME” DISTRIBUTION AT WORK/SCHOOL 13% INDEX* WHEN WATCHING TV 9% 37% 37% 93 152 86 50 44 24% IN BED, BEFORE GOING TO SLEEP 7% 44% 27% 19% OTHER 12% 6% 4% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL DEMOGRAPHICS APP PROFILE IMS MOBILE TWITCH IN LATAM STUDY IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 47% 37% 63%

SITUATIONS APPS USED IN BR 54% 38% 62%

MX 36% 35% 65% OTHER LEISURE MOMENTS AT HOME 29%

WHEN COMMUTING 17% AR 62% 46% 54%

AT WORK/SCHOOL 17% CO 34% 37% 63%

DURING LUNCH 17% PE 49% 34% 66%

DURING BREAKFAST 15% CL 40% 34% 66%

WHEN WATCHING TV 14%

WHEN YOU WAKE UP 11% USAGE IN AGE “DEAD TIME” DISTRIBUTION IN BED, BEFORE GOING TO SLEEP 9% INDEX*

WHEN SHOPPING 8% 39% 121 141 82 42 22 29% 31% 41% IN A BAR/RESTAURANT 8% 35% 18% OTHER 9% 5% 2% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL DEMOGRAPHICS APP PROFILE IMS MOBILE SWARM IN LATAM STUDY IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 48% 49% 51%

SITUATIONS APPS USED IN BR 58% 43% 57%

MX 33% 43% 57% WHEN COMMUTING 26%

OTHER LEISURE MOMENTS AT HOME 19% AR 58% 63% 37%

AT WORK/SCHOOL 16% CO 36% 45% 55%

DURING BREAKFAST 15% PE 44% 36% 64%

DURING LUNCH 15% CL 33% 56% 44%

WHEN WATCHING TV 15%

WHEN YOU WAKE UP 13% USAGE IN AGE “DEAD TIME” DISTRIBUTION IN A BAR/RESTAURANT 12% INDEX* 39% WHEN SHOPPING 10% 37% 103 155 82 42 22 28% 45% IN BED, BEFORE GOING TO SLEEP 7% 30% 18% OTHER 11% 5% 2% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL DEMOGRAPHICS APP PROFILE IMS MOBILE EA IN LATAM STUDY IMPORTANCE GENDER GENDER 2016 (NET) (TOP 2 BOX) (FEMALE) (MALE)

LatAm 37% 44% 56%

SITUATIONS APPS USED IN BR 47% 48% 52%

MX 32% 42% 58% OTHER LEISURE MOMENTS AT HOME 48%

WHEN COMMUTING 21% AR 26% 49% 51%

DURING LUNCH 21% CO 31% 43% 57%

WHEN WATCHING TV 20% PE 36% 40% 60%

IN BED, BEFORE GOING TO SLEEP 17% CL 22% 45% 55%

AT WORK/SCHOOL 16%

DURING BREAKFAST 15% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN YOU WAKE UP 11% 53% INDEX* 43% WHEN SHOPPING 10% 37% 117 124 91 58 33

IN A BAR/RESTAURANT 8% 34% 36% 20% OTHER 17% 7% 3% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL DEMOGRAPHICS APP PROFILE IMS MOBILE PLANTS VS. ZOMBIES IN LATAM STUDY IMPORTANCE GENDER GENDER 2016 (EA GAMES) (TOP 2 BOX) (FEMALE) (MALE)

LatAm 30% 47% 53%

SITUATIONS APPS USED IN BR 40% 54% 46%

MX 26% 44% 56% OTHER LEISURE MOMENTS AT HOME 42%

WHEN WATCHING TV 16% AR 19% 42% 48%

DURING LUNCH 16% CO 25% 45% 55%

WHEN COMMUTING 15% PE 27% 40% 60%

IN BED, BEFORE GOING TO SLEEP 13% CL 18% 47% 53%

DURING BREAKFAST 12%

AT WORK/SCHOOL 11% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN SHOPPING 7% 46% INDEX* WHEN YOU WAKE UP 7% 128 124 91 42 22 27% 30% IN A BAR/RESTAURANT 5% 37% 36% OTHER 14% 20% 5% 2% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL APP PROFILE DEMOGRAPHICS FIFA16 ULTIMATE TEAM IMS MOBILE IN LATAM STUDY (EA GAMES) IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 42% 31% 69%

SITUATIONS APPS USED IN BR 52% 40% 60%

MX 34% 24% 76% OTHER LEISURE MOMENTS AT HOME 39%

WHEN COMMUTING 16% AR 30% 37% 63%

DURING LUNCH 16% CO 30% 27% 73%

WHEN WATCHING TV 16% PE 35% 30% 70%

DURING BREAKFAST 13% CL 25% 26% 74%

AT WORK/SCHOOL 12%

IN BED, BEFORE GOING TO SLEEP 11% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN YOU WAKE UP 9% INDEX*

WHEN SHOPPING 8% 41% 107 134 91 58 33 34% 27% IN A BAR/RESTAURANT 39% 6% 31% 20% OTHER 12% 7% 3% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL APP PROFILE DEMOGRAPHICS THE SIMS IMS MOBILE IN LATAM STUDY (EA GAMES) IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 37% 51% 49%

SITUATIONS APPS USED IN BR 48% 54% 46%

MX 23% 46% 54% OTHER LEISURE MOMENTS AT HOME 35%

WHEN COMMUTING 14% AR 22% 58% 42%

AT WORK/SCHOOL 14% CO 33% 47% 53%

IN BED, BEFORE GOING TO SLEEP 14% PE 38% 41% 59%

WHEN YOU WAKE UP 13% CL 34% 62% 38%

DURING LUNCH 12%

DURING BREAKFAST 11% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN WATCHING TV 11% INDEX* IN A BAR/RESTAURANT 7% 37% 35% 131 131 68 50 22 28% WHEN SHOPPING 5% 38% 38%

OTHER 11% 15% 6% 2% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL APP PROFILE DEMOGRAPHICS REAL RACING IMS MOBILE IN LATAM STUDY (EA GAMES) IMPORTANCE GENDER GENDER 2016 (TOP 2 BOX) (FEMALE) (MALE)

LatAm 38% 33% 67%

SITUATIONS APPS USED IN BR 43% 43% 57%

MX 35% 28% 72% OTHER LEISURE MOMENTS AT HOME 32%

WHEN COMMUTING 19% AR 45% 29% 71%

DURING LUNCH 18% CO 24% 35% 65%

WHEN WATCHING TV 15% PE 36% 34% 66%

WHEN YOU WAKE UP 13% CL 24% 30% 70%

DURING BREAKFAST 13%

IN BED, BEFORE GOING TO SLEEP 12% USAGE IN AGE “DEAD TIME” DISTRIBUTION WHEN SHOPPING 10% INDEX* 40% AT WORK/SCHOOL 9% 35% 124 134 73 50 33 27% IN A BAR/RESTAURANT 7% 36% 39%

OTHER 13% 16% 6% 3% 1 - 2 AROUND AROUND MINUTES 5 MINUTES 10 MINUTES 15-24 25-34 35-44 45-54 55+ * INDEXED AGAINST TOTAL MOBILE USERS + TOTAL EXCLUDES MEXICO AND BRAZIL THANK YOU

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