Mobile Marketers Must Respond to Cultural Differences

Usage habits and preferences can vary country-to-country

As mobile penetration and usage increase across the board, marketers must craft campaigns that appeal to local communities and cultural differences. Ads developed for the US or other Western markets may not have the same impact throughout the world.

Latin America, as a region, has some of the highest adoption rates of mobile devices in the world and overall mobile phone user penetration of 55.4%. eMarketer estimates that penetration in Argentina, Brazil and Mexico will be 77%, 54% and 52% in 2011, respectively. Due to multiple SIM cards per person, subscription penetration in the countries is estimated much higher. Read More »