This surge means there will be about 33.3 million Mexican smartphone users in 2014. Given Mexico’s large population, this means that smartphone users currently make up 28% of the population. Mexico now leads Latin America in smartphone penetration, since in Brazil its at 23%, in Chile its at 19% in Chile, at Peru its at 17% and at Argentina its at 20%. Mexico is also leading in internet traffic from mobile devices and in tablet adoption/usage, so marketers are investing more in mobile advertising. eMarketer projects that in 2014 mobile ad investment in Mexico will increase by 87% to reach US$173 million. In Mexico, mobile represents 19% of the total digital ad spend.
