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comScore and IMS Internet Media Services (IMS) have released the second edition of IMS Mobile in LatAm, a joint report on trends in digital consumption and mobile apps usage in six countries in the region (Brazil, Mexico, Argentina, Colombia, Peru and Chile).
The report was based on results from an online survey of smartphone and tablet users aged 15 or older. The main objective was to measure the size of the audiences for specific mobile apps that generate impact in the region.
The principal findings are :
Here are some relevant highlights:
“The IMS Mobile in LatAm helps us better understand the Latin American mobile consumer and evaluates the familiarity and importance that apps – among them our 10 partners – have for Latin American users” said Gastón Taratuta, CEO & Founder of IMS. “For us is a real honour to reach this position in the market with all the platforms we partner. This means that we cover the main categories in the digital advertising environment in LatAm, as geolocation, entertainment, gaming and social”.
“The study confirm that smartphones are the go-to device for many consumers as we see people across the region turn to mobile for everything, and that Digital Media is where the consumers spend most of the time comparing to other platforms like TV, Print or Radio, so we expect that Advertisers will move their marketing effort and resources in the same way”, said Marcos Christensen, Senior Director of comScore Latin America South Cone.