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THE MOBILEINTERNET CONSUMERCHILE 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
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THE MOBILE INTERN
Preface
The Mobile Internet ConsumerChile 2013 report produced by Vservaddresses the audience insights of the growing mobile internet user b
Chile. This report focuses on profiling the mobile web & app users, thpurchasing power, lifestyle and consumption pattern. The findings aninsights are drawn from a survey conducted in 36 countries across re
The Mobile Internet Consumer report is designed for media planners
advertisers. It is created with the objective to help brands plan their mstrategy for reaching the right target audience through Mobile Web &will also help app developers, content providers, OEMs & telecom serproviders in understanding the evolving mobile consumer. The MobileConsumer report is available for India, China, Southeast Asia, Middle Africa, Latin America, North America and Europe.
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THE MOBILE INTERN
DEMOGRAPHICS
THE MOBILE INTERN
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THE MOBILE INTERN
3/4thof the mobileinternet users in Chilemore than 25 year ol
Less than 18 yrs 17%
LATAM
18-24 yrs 30%
25-35 yrs 26%
more than 35 yrs 27%
Age
17%
29%
45%
10%
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4 out of 7 mobileinternet users inare men
Male F
42%*58%*
43%
57%
*LATAM
Gender
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Over 2/5th of the mobile internet users in Chile areGraduates or Post-graduates
Graduate / Post Graduate
Diploma /Undergraduate
Schooling upto 12 yrs
Education
45%
18% 33%*
32% 25%*
Uneducated 5% 4%*
*LATAM
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Almostthe mointerneChile bearnin
Occupation
Business22%
Self Employed
Professional9%
Full-time job34%
Part-time job5%
24%*
14%*
19%*
8%*
Currently
not working8%
Housewife6%
Student15%23%*
6%*
7%*
*LATAM
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CONSUMPTION PATTERNTHE MOBILE INTERN
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79%
38% 38%26%
4 out of 5internet udownloadgame/ ap
last mont
Game / App Video Music Themes
Mobile content downloadedin the last month
81%* 48%* 45%* 41%*
*LATAM
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THE MOBILE INTERN
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Over half of the mobile internet users stated that mobile ads ato find promotional deals
Users love mobile ads that help them...
60%
55% 45%
38% 44%*
49% 55%*
*LATAM
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THE MOBILE INTERN
PURCHASING POWER
THE MOBILE INTERN
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THE MOBILE INTERN
Consumer Durables
82%
Automobiles
55%
Ownership incidence of vaproduct categories in Chileto LATAM averages
Connected Devices
Computers Tablets
45%59%
Product Ownership
58%* 45%* 85%* 56%*
*LATAM
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THE MOBILE INTERN
Restaurant
Movie Theatre
Shopping Mall / Market
4 out of 5 mobile internet users have been to a shopmall/market in the last month
Affluent Lifestyle
53% 58%*
42% 49%*
79
*LATAM
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The Mobile Internet Consumer report produced by MMA & Vserv.mobbased on a primary survey of over 3000 mobile web & app users. The
survey was conducted using random sampling for natural representatthe target group across 7 key countries in LATAM - Argentina, Brazil, Colombia, Mexico, Peru and Venezuela. The overall LATAM averages wweighted as per the regional composition of mobile internet users in efocus country.
About the study
To know more about The Mobile Internet Consumer report, please [email protected] or visit vserv.mobi/insights
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The Mobile Marketing Association (MMA) is the premier global non-prassociation representing all players in the mobile marketing value cha
more than 700 member companies, the MMA is an action-oriented orwith global focus, regional actions and local relevance. The MMA's priis to establish mobile as an indispensable part of the marketing mix. Tworks to promote, educate, measure, guide and protect the mobile mindustry worldwide. The MMA's global headquarters are located in theStates and it has regional chapters including North America (NA), Eur
East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAbranches.
For more information, please visit www.mmaglobal.com
About The Mobile Marketing Association (MMA
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About Vserv.mobi
Visit www.vserv.mobifor more details or follow Vserv.mobi on: @vser
Vserv.mobi is an Award Winning Mobile Advertising Exchange focusedEmerging Markets, that maximizes value of mobile media for advertis
developers, publishers and telecom operators.
Powered by award winning AudiencePro andAppWrapper platforVserv.mobi has delivered mobile advertising experiences for leading Fbrands & digital media companies, across 200 countries.AudienceProtargeting capabilities andAppWrappers"One Click" SDK integration f
Developers continue to empower the mobile ecosystem.The company has a global presence, with offices across USA, UK, SouIndia, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG venVserv.mobi was founded in January 2010.