The state of app marketing in Latin America – 2020 edition


What’s inside

Latin America has experienced significant growth in smartphone penetration in recent years, with adoption almost doubling from 2014 to reach nearly 66% of the population.

Over the past few years competition has intensified, leading many apps to heavily invest in marketing to draw attention to their app.

In fact, almost 40% of total app downloads in Latin America were driven by marketing campaigns in 2020 – double the rate as compared to 2017.

In 2019, apps across the globe spent $3.1 billion on app install campaigns in the region, a figure we predict will jump to nearly $7 billion by 2022.

  • Top markets by number of installs, usage, and revenue
  • Fastest-growing markets and top verticals
  • The impact of COVID-19 on app marketing metrics including installs, app sessions, and revenue
  • Remarketing, uninstall rates, and fraud rates by vertical and country

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