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THE MOBILE

INTERNET CONSUMER
BRAZIL 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Preface
2
The Mobile Internet Consumer Brazil 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
Brazil. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and
insights are drawn from a survey conducted in 36 countries across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
32%
24%
23%
Over half of the mobile
internet users in Brazil
are less than 24 year old
Less than 18 yrs 17%
LATAM
18-24 yrs 30%
25-35 yrs 26%
more than 35 yrs 27%
4
Age
20%
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Brazil has one of the
highest Female to Male
ratio amongst mobile
internet users
Male Female
42%* 58%*
47%
53%
*LATAM 5
Gender
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Almost 3rd of the mobile internet users in Brazil are
Graduates or Post-graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
31%
38%*
43%
33%*
22%
25%*
Uneducated
4%
4%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Over 4th of the
mobile internet
users in Brazil are
students
7
Occupation
Business
9%
Self Employed
Professional
21%
Full-time job
21%
Part-time job
8%
24%*
14%*
19%*
8%*
Earning class
59%
64%*
Currently
not working
9%
Housewife
6%
Student
27%
23%*
6%*
7%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
CONSUMPTION PATTERN
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THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
80%
51%
47%
44%
4 out of 5 mobile
internet users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
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Mobile content downloaded
in the last month
81%* 48%* 45%* 41%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Over 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
77%
73%*
42%
45%*
42%
44%*
57%
55%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Payment Cards
54%
Consumer Durables
88%
Automobiles
56%
Very high penetration of consumer
durables is seen amongst mobile
internet users in Brazil
Connected Devices
Computers Tablets
45% 59%
12
Product Ownership
58%* 45%* 85%* 56%* 52%*
*LATAM
THE MOBILE INTERNET CONSUMER - BRAZIL 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Almost 2/3rd of the mobile internet users have been to a
restaurant in the last month
13
Affluent Lifestyle
64%
58%*
46%
49%*
76%
77%*
*LATAM
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 3000 mobile web & app users. The
survey was conducted using random sampling for natural representation of
the target group across 7 key countries in LATAM - Argentina, Brazil, Chile,
Colombia, Mexico, Peru and Venezuela. The overall LATAM averages were
weighted as per the regional composition of mobile internet users in each
focus country.
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights
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 www.mmaglobal.com

About The Mobile Marketing Association (MMA)
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro and AppWrapper platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePros audience
targeting capabilities and AppWrappers "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,
Vserv.mobi was founded in January 2010.