MMA Mobile Regional Insights 2018

MOBILE
REGIONAL
INSIGHTSJUNE 2018

TABLE OF CONTENTS
Introduction
Big Numbers
Users
Technology
Spendings
Behavior
Behavior - Brazil
Marketing
Marketing - Brazil
Trends to be aware
03
04
08
14
17
29
35
40
47
53

MMA MOBILE REGIONAL INSIGHTS - JUNE 2018
3
INTRODUCTION
Here comes tomorrow, and at its epicenter is mobile – closer, personalized, powerful. The marketing
revolution we have all witnessed is about to further explode with the spread of 5G, AI, and other emerging
technologies. Add a growing generation of screenagers on the cusp of entering the workforce and mobile
obsessed consumers to the mix, and you have a once-in-an-era transformation in the way brands and their
customers interact.
At the MMA, we believe the best way to thrive – and the only way to survive – is to capture this zeitgeist by
committing to both proven and peer-driven best practices, without compromise.
The MMA helps marketers lead this imperative for marketing change – in ways that enable future
breakthroughs while optimizing current activities. In all that we do, we are committed to science and
questioning. We believe that creating marketing impact is steeped in constructively challenging the status
quo. We invest millions of dollars in rigorous research to enable marketers with unassailable truth and
actionable tools.
By enlightening, empowering and enabling marketers, the MMA shapes future success, while propelling
business growth today.
We hope you enjoy the 5TH Edition of our MMA Mobile Insights Latam, a desk research developed by
our regional Latin American team each year redefining what it means to be a customer-centric marketer
shaping and accelerating the future while supporting brands to solidify the present.
Enjoy !
Fabiano Destri Lobo
MMA Managing Director - Latam
Mobile Marketing Association
#shapethefuture

5
https://www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338

6
Source: global digital users 2018 emarketer
GLOBAL DIGITAL USERS 2018

7
https://www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338

9
Source: GSMA Intelligence 2018
#WORLDWIDE UNIQUE MOBILE SUBSCRIBERS
#WORLDWIDE UNIQUE SUBSCRIBERS
Obs: Growing relevance of IoT connections and localized changes in dual-SIM phones usage

10
MOBILE SUBSCRIBER PENETRATION

11
SUBSCRIBER AND CONNECTIONS PENETRATION BY COUNTRY

12

13

TECHNOLOGY
code programmming language
command;
test to look like commands....
......
exit
command exec;
comand line interface...
...................
command;
......
exit
command exec;
comand line interface...
...................
command;
...............

15
LATAM: TECHNOLOGY AND SMARTPHONE PENETRATION

16
4G COVERAGE REACHES CRITICAL MASS

18

19
DATA GROWTH HAS FUELLED A TURNAROUND IN REVENUES

20
LATIN AMERICA AD SPENDING 2018
TRADITIONAL AND DIGITAL
Source: eMarketer

21
TRADITIONAL AND DIGITAL
Source: eMarketer

22
DIGITAL BY DEVICE
Source: eMarketer

23
DIGITAL BY DEVICE
Source: eMarketer

24
LATIN AMERICA AD SPENDING
CHANGES
Source: eMarketer

25
LATIN AMERICA AD SPENDING
Source: eMarketer

26
FIFA WORLD CUP’S EFFECT

27
Source: GSMA Intelligence 2018; CB Insights
LATIN AMERICA INVESTING
Includes VC plus private equity, corporate investments, angels, etc

28
Source: Newzoo, 2017
MOBILE GAMES MONETIZATION MAP

30
APP POPULARITY BY COUNTRY (FREE APPS)
Source: We are Social / SimilarWeb

31
Source: We are Social / GSMA Intelligence 2018; CB Insights

32
Source: comScore / GloboWebIndex, 2017

33
Proprietary & Confidential

34
Source: GloboWebIndex, 2017

36
Source: Panorama Mobile Time/Opinion Box

37
Source: Google

38
Source: Google

39
Source: Google

41
SMARTPHONE USERS AND RETAIL SALES
Source: eMarketer

42
E/M-COMMERCE IN LATIN AMERICA
Source: Criteo

43
MOBILE IS THE MAJORITY FOR RETAILERS WITH A
SHOPPING APP
Source: Criteo

44
BETTER CONVERSION ON MOBILE APP
Source: Criteo

45
MOBILE WALLET PAYMENT
ADOPTION OF MOBILE WALLETS FOR PAYMENT
Source: eMarketer; IAB; Nielsen

46
GLOBAL PROXIMITY MOBILE PAYMENT USERS
Source: eMarketer

48
WHEN AND… WHEN
Source: Criteo

49
PERFIL DO CONSUMIDOR ON-LINE BR

50
ONDE ESTÁ O E-COMMERCE BR?

51
MARKETPLACE CRESCE NO BRASIL
Source: Ebit

52
CROSS BORDER – COMPRAS EM SITES INTERNACIONAIS
Source: Ebit

54
• Designing with common user navigation patterns in mindContext-specific features (only visible
when users are only to need them, a.k.a Progressive Disclosure)
• Gentle nudges in the form of pop-up suggestions that can help app users save even more time
when performing specific functions
• Designing with anticipated user actions in mind
• Creating a linear design experience (UX with a specific beginning, middle, and end that allows
users to complete one action with each step)
• To make it clear what interactions are available (animated hints)
• To clarify spatial relationships between UI elements (animated transitions)
• To provide feedback on the interaction
• Having a clear order with how visuals are presented to make content comprehension easier
• Removing unnecessary “design clutter” to keep the attention focused on product content
• Making good use of white space to give content some breathing room
• Better Way To Express Emotions - Expressing emotions is natural for people. Even in the era of
command string interfaces, we used emoticons to make other people understand what we feel.
• Natural Interactions With Apps - More focus on gestures will change the way we interact with
apps. For example, the way we like our content. Instead of tapping on the button or icon, it’s
possible to make it more naturally by drawing ‘hear’ icon on the screen.
• Mimic Emotions In UI Feedback - As humans, we establish an emotional connection with all
products we use. Therefore, we expect some level of human-like feedback when we interact with
products. Even that we know that the products aren’t humans and can’t feel emotions, we want to
believe that they can.
USER JOURNEY SIMPLIFICATION
IN-APP GESTURES PAIRED WITH ANIMATION
CONTENT-CENTERED EXPERIENCE
EMOTIONAL EXPERIENCES
Source: QUEBLE; Nick Babich

55
Source: BiznessApps

56
• Chatbots As Assistants Integrated In Messaging Platforms
Most probably we won’t see chatbots as a full replacement for regular GUI experiences, but they
will be integrated into messaging platforms (such as Facebook Messages) to serve as assistants.
Businesses are already having real-time automated conversations with their customers.
CONVERSATIONAL DESIGN
Source: Nick Babich; MarketingProfs; INC.com
• Voice and natural language interfaces go mainstream
• In 2016, Google stated that roughly 20 percent of all mobile searches were done with voice
activation.
• Mobile Voice Assistants are finding new hardwares in which to “inhabit”

57
• Image recognition becomes more accessible and accurate
• Use of pictures, consolidated by user generated content, gains new dimension as things become
able to recognize them
• Machines began to comprehend the visual world
• Every new way of making devices smarter and more portable improves on ways to help, assist,
adapt and rehabilitate the human condition
INTERNET OF EYES
ASSISTIVE TECHNOLOGY
Source: JWT Intelligence

58
• In-app chat features for interactions with other users or access to instant assistance
• Age-responsive capabilities that adjust things like font sizes and colors based on the age of the
user
• In-app messaging based on how users typically interact with an app
• Push notifications timed to be delivered when users are most active to encourage consistent
engagement
• Understanding mood and context for a better interface with user
DATA DRIVEN PERSONALIZATION TO SMARTER PERSONAL-
IZED USER EXPERIENCES
Source: QUEBLE; Kleiner Perkins

59
Source: BiznessApps

60
Source: Nick Babich; BiznessApps
• Adapting Video For Short Attention Span - The average human attention span has fallen from
twelve seconds in 2000, to eight seconds in 2015. New ways of content delivery appear as a result
of adapting to the change. Formats like 360-degree videos and Facebook Live were created as a
result of such adaptation. In 2018 more users and business will use this format to deliver important
and timely information.
• Adapting Video For Portrait Orientation - According to Luke W [lukew.com], 94% of the time
mobile phones used in portrait orientation. This means that all content (including video) should be
adapted for this orientation.
DOMINANCE OF VIDEO

61
• There’s been a massive increase in the software tools used to run a business, with multiple
competitors on any major vertical. These communication and collaboration tools will allow for more
remote teams, or at least a lowered need for pure office presence to create productive companies.
CONSOLIDATION OF COLLABORATIVE PRODUCTIVITY
TOOLS
Source: INC.com

62
• TheCashless payment is quickly becoming a new standard for many users
• Money is increasingly becoming frictionless
• “People need banking, not banks” still applies
INVISIBLE PAYMENTS AND NEW BANKING MODELS
Source: Nick Babich; JWT Intelligence; Morgan Stanley; BiznessApps

63
• Long-sought ‘dreams’ of technology
• Have been trending for a few years already
• Making increasingly progress
• High expertise and expensive
• Will remain a trend for a while
AUGMENTED REALITY AND VIRTUAL REALITY
ARTIFICIAL INTELLIGENCE (COGNITION AS A SERVICE (CAAS))
INTERNET OF THINGS
AUTONOMOUS DRIVING
Source: Hibou; BiznessApps

MMA Is the main leading non-profit trading association of the mobile industry in the world,
having over 800 associated companies in approximately 50 countries. Our associates come from
every corner of the Mobile Marketing ecosystem including, brand marketers, advertising agen-
cies, mobile technology platforms, media companies, operators and others. MMA’s mission is to
accelerate the transformation and innovation of the marketing through mobile devices, promoting
business growth with a stronger and closer consumer engagement.
MMA LATAM Team:
Fabiano Destri Lobo, Managing Director LATAM
fabiano@mmaglobal.com
Thais Schauff, Director Business Development & Operations LATAM
thais.schauff@mmaglobal.com
Argentina:
Soledad Moll
soledad.moll@mmaglobal.com
Brasil:
Thais Schauff
Colômbia:
Thais Schauff
México:
Thais Schauff
DO YOU WANT TO BE PART OF MMA?
GET IN TOUCH WITH US!
MMALATAM@MMAGLOBAL.COM
Execution: Hibou
Art direction: Thiago Honório

MMA Mobile Regional Insights 2018

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