SMARTPHONE ACCESS IS INCREASING, BUT DATA COSTS REMAIN HIGH
The rise in smartphone adoption in emerging markets is tied directly to the affordability of these devices. However, the mobile data needed to use these phones can be relatively expensive in emerging markets.
Large, established mobile manufacturers are losing marketshare to local brands, such as Micromax and Intex. The minimum cost of a smartphone has decreased by more than half since 2013. The cost of a phone itself is no longer the gatekeeper to connection that it once was.
ADVERTISING TRENDS IN EMERGING MARKETS
As the amount of time a user spends on mobile increases, advertisers are shifting their ad spend to meet them where they are—on their smartphones. One of the fastest growing emerging markets for mobile advertising is India. By 2020, mobile Internet ad spend in India will increase by 5x.
Mobile advertising is also on the rise in Mexico. Mobile ad spending there this year will account for one in 10 total advertising dollars. This figure will rise to one in four by 2020.
USERS' FAVORITE APPS VARY BY COUNTRY
TOP 5 APPS BY AVERAGE DAU (JUNE'16)
The list of users' favorite apps can vary greatly by country. These prereferences are influenced by local network effects, cultural nuances, and languages. There are many ways to measure the popularity of a particular app, but the most useful metric is the average number of daily active users (DAU.)
The number of DAU of an app signify evaluation of the app, or habitual, consistent usage. Many app developers optimize their app to increase DAU, because it measures loyalty among existing users.
TOP MOBILE GAMES (MAY '16)
Games, Social media, and Media are three of the most popular app categories in emerging markets, but the top five apps in each category can be as diverse as the country themselves. For instance, BBM is the top used social media app in Indonesia, but it doen't even rank among the top 10 in Brazil or India.
Mobile games are also extremely popular in emerging markets, with 42% of all smartphone users across emerging markets play a mobile game daily.