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The survey was conducted in Australia, Brazil, Canada, China, France, Germany, India, Japan, the Nordics, Mexico, Singapore, South Korea, Taiwan, the UK, and the US.

The company is present in 18 regional markets, including Argentina, Brazil, Chile, Colombia, Mexico, and Peru. Magazine Luiza. This company, which is more commonly referred to as 鈥淢agalu,鈥� is a multichannel retail company with 1,303 stores in 20 states in Brazil at the end of Q2 2023.

The exceptions are countries with a strong local competitor, like Mercado Libre in Mexico and Brazil. Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance. Canada鈥檚 lag was acute in the past decade, especially versus the US.

Brazil has quietly become a podcast hotbed. Beyond the US and China, Brazil stands out for its scale. We do not yet have podcast metrics for several large countries鈥攕uch as India and Indonesia鈥攂ut given the digital usage trends that we do know about, it鈥檚 likely that Brazil would still end up as the third- or fourth-largest podcast market in the world even if we had listener data for every country.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

The Philippines tied for the No. 1 spot (alongside Brazil) for time spent with mobile devices, at 5:26 daily. The penetration rate of smartphones in H1 2023 was 99.1% in the country. A significant contributor to mobile time in the Philippines is the use of social media and messaging services. The country is second only to Brazil in time spent with social/messaging, at 3:37 daily.

Mexico, Brazil, and inflation-skewed Argentina will remain in the top five for digital ad spending growth for most of the next four years, and Colombia will eventually join them in the top 10 for much of that period as well. Chile and Peru will lag their peers but still produce decent growth.

Acquirers, networks, and issuers each play distinct roles in the payments purchasing chain. But those roles are shifting as providers adapt to the rise of software and value-added services, increased payment method choice, and cloud-based innovation.

South Korea, the US, and Canada will be the top three countries for digital gaming among the population overall, with Brazil a close fourth. Among internet users, South Korea will also take the top spot, followed by India, the US, and Mexico. Asia-Pacific is way out in front, but its individual markets have very different trend lines.

Brazil and Mexico offer some of the highest returns worldwide. Advertisers in Brazil generated $10.69 per dollar spent on Amazon ads in 2022, far higher than the $7.68 global average, according to client data analyzed by Macarta. In Q1 2023, Brazil more than doubled its ROAS, while Mexico鈥檚 rose to $9.29 from $7.10 in 2022. Key shopping events drive ROAS even higher in Mexico.

The countries surveyed were Argentina, Australia, Brazil, France, Malaysia, Saudi Arabia, United Arab Emirates, the UK, and the US.

For sub OTT, Brazil, Mexico, India, and Argentina will round out the top five for viewer growth in 2024 and in 2025, trailing only Indonesia both years. China will have the most viewers by a huge margin, but India has the most headroom. China鈥檚 massive market only benefits its domestic sub OTT platforms.

Though it will also face strong competition from Amazon in Brazil, Colombia, and Mexico.