ReportApp Annie
How to Win on Mobile in LATAM: 2021
1 Jan 202129 pages~19 min full read
LATAM mobile downloads surged 76% year-on-year to 21 billion, while consumer spending grew 26% to $2.9 billion between July 2020 and June 2021.
See it on page 9Android dominates the market with 89% of total downloads, yet iOS commands 56% of total consumer expenditure in the region.
See it on page 8Brazil and Mexico are the primary drivers of the regional market, collectively accounting for 73% of all mobile downloads.
See it on page 12Gaming accounts for 50% of total consumer spend in LATAM, with Brazil leading the region at $557 million in gaming revenue.
See it on page 22Daily mobile usage is exceptionally high, with average time spent per user reaching 5.4 hours in Brazil and 4.8 hours in Mexico, representing growth of 32% and 36% respectively over two years.
See it on page 13Non-gaming verticals are expanding rapidly, evidenced by a 36% year-on-year growth in finance app usage in Brazil and a 30% increase in shopping app downloads.
See it on page 15Entertainment has become the top spending category in four of the six major LATAM markets, driven by a mobile-first shift due to limited Smart TV penetration.
See it on page 16The analysis focuses on Latin America’s mobile ecosystem from July 2020 to June 2021, revealing a region that has accelerated digital adoption and monetization amid the pandemic. Mobile downloads surged 76 % year‑on‑year, reaching roughly 21 billion across iOS and Google Play, while consumer spend climbed 26 % to $2.9 billion. Android dominates downloads (≈89 %) yet iOS retains a higher spend share, commanding 56 % of total consumer expenditure. Brazil and Mexico together generate 73 % of regional downloads, with Brazil’s per‑capita income lower than Uruguay’s but still driving significant spend growth.
Gaming remains a key driver, accounting for 50 % of LATAM consumer spend—below the global average of 68 %. Brazil leads in both downloads (4.6 billion) and revenue ($557 million), with Chile showing a strong spend‑to‑download ratio. Non‑gaming verticals such as Finance, Shopping, and Entertainment also expanded; finance apps grew 36 % YoY in Brazil, while shopping app downloads rose 30 %. Entertainment became the largest spend category in four of six major markets, reflecting limited Smart TV penetration and a shift to mobile streaming.
User engagement metrics underscore high daily time spent, with Brazil averaging 5.4 hours per user and Mexico 4.8 hours—up 32 % and 36 % respectively from two years prior. Social, tools, and business categories saw the largest increases in sessions and minutes, indicating opportunities for productivity and contactless payment solutions. Demographic analysis shows a youthful audience: 61 % of shopping app users in Brazil are Millennials, and Gen Z dominates photo‑video and entertainment segments.
Overall, the report highlights LATAM as a high‑growth mobile market with distinct platform dynamics, strong gaming and finance opportunities, and an emerging preference for mobile‑first entertainment and productivity apps.
