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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) *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. BASE: TOTAL RESPONDENTS (N=4,851) )/RESPONDENTS 18-34 (N=2,414) 08 CONNECTIVITY 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) 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) 14 SMARTPHONE IMS MOBILE IN LATAM STUDY 2016 THOUGH WIFI IS THE MOST COMMON TYPE OF ANDROID 81% +3pts.
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