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Shifts for 2020: Latin America
See how people's shifting behaviours across some of the world's most mobile-first markets will create opportunities for businesses to connect.
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Latin America has a long history of helping to shape the future. From ballpoint pens to electric brakes, many of the world's innovations were pioneered in Latin America.1 Today, when we look at technology trends and advances taking hold in emerging markets, Latin America is a key driver in the world becoming more mobile-first. By 2020, it's predicted that more than 71% of Latin America will own a smartphone. The global average predicted for 2020: 66%.2
In the series "Shifts for 2020", we identified trends across four categories: culture, communication, commerce and connectivity. In "Blurring boundaries", we highlighted how people are thinking more broadly about traditional concepts such as gender and nationality. In "Multisensory multipliers", we explored how people are embracing new ways of connecting, from AR to mobile video. We discussed how shoppers are prioritising convenience through frictionless mobile experiences in "Mobile Service Economy", and uncovered how more people – and objects – will be connected in the years ahead in "Mobile command centre".
The future comes to different places at different times, and we can already see people's behaviours shifting across Latin America. By 2020, it's predicted that 31% of all retail e-commerce sales in Latin America will happen on mobile.3 Already, Brazil and Mexico are among the top five countries that message businesses on Messenger.4 And people surveyed across Brazil and Mexico are 1.42 times more likely than those surveyed in mature mobile markets5 to rank smartphones as their number one device for watching online video.6
Watch how people in Latin America are shaping the future.
Find more future-forward insights on Latin America and beyond
- Learn more about people's shifting behaviours and expectations in the series "Shifts for 2020".
- Understand why, how and when people watch video in Latin America with our Video Insights.
- See how mobile is shaping the way that people find and purchase products across Latin America in "How Always-on Consumers are Discovering Products in Latin America".
- Explore "How Messaging Moves Business", a new series from Facebook IQ on people's move to mobile messaging apps – and how this shift can accelerate consumer journeys, create connections and drive business growth.
What it means for marketers
Connect beyond demographics.
Stay current by connecting with people in Latin America through their evolving behaviours, interests, passions – and the communities they care about. In everything from product innovation to campaign creation, consider adjusting your approach to adapt with shifting cultural norms. Could a new spokesperson expand the relevance of your offering? Or could a subscription-based business model help unlock new growth?
Create immersive experiences on mobile.
Mobile is increasingly the dominant medium on which people in Latin America spend their time – and money – online. Harness new technologies, such as AR, AI or even 360 photo or video, to deliver more engaging experiences on mobile. And inspire action using mobile video, a surging medium in Latin America and across other emerging markets worldwide.
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