Advertise in Argentina

Argentina has an internet penetration of 69.2% so based on their total population of 43,847,277 people 30,359,855 are online, leaving 13,487,422 non-internet users.

Compare this to the South America region which has an internet penetration of 61% with a total online population of 249,291,302 for the region as a whole.

Advertise in Argentina 2017-09-08T22:27:40+00:00

Argentina’s internet advertising sector is a $1,377.5M industry, segmented as follows:

Display Advertising

amounts to $494.3M (36% of the total) and will grow by an annual CAGR of

62.15%

Video Advertising

amounts to $169.8M (12.3% of the total) and will grow by an annual CAGR of

64.81%

Search Advertising

amounts to $422M (30.6% of the total) and will grow by an annual CAGR of

9.59%

Social Media Advertising

amounts to $200.7M (14.6% of the total) and will grow by an annual CAGR of

45.2%

62% of the population (27,185,312) are on social media, they spend an average of 3.2 hours per day on social platforms, 48% of them use their mobile devices to access social platforms which makes sense because 72% of the population has a mobile phone.

Classifieds Advertising

amounts to $90.7M (6.6% of the total) and will grow by an annual CAGR of

5.45%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $2,734.8M of the total in 2020.

Argentina’s annual growth:

+8%

internet users

+4%

active social media users

-1%

mobile subscriptions

+5%

active mobile social users

Digital Device Ownership

86%

mobile phone

51%

smart phone

50%

PC

7%

tablet

2%

TV Streaming Device

N/A

Handheld Gaming Console

N/A

E-Reader Device

N/A

Wearable Tech Device

Time Spent with Media

4h 44m

Average daily use of the internet (PC/Tablet):

3h 30m

Average daily use of the internet (Mobile):

3h 13m

Average daily use of social media (any device):

2h 43m

Average daily use of television:

Frequency of Internet Use

81%

Every day

15%

Once per week

4%

Once per month

<1%

Less than once per month

Share of web traffic by device

66%

PC

31%

Mobile

3%

Tablet

0.03%

Other devices

Top Active Social Platforms

42%

Facebook

29%

Facebook Messenger

13%

Skype

20%

Google+

10%

LinkedIn

18%

Twitter

13%

Instagram

8%

Pinterest

8%

Tumbler

37%

Whatsapp

11%

Taringa

Mobile Activities

55%

Mobile Messengers

40%

Watching videos

27%

Playing games

25%

Banking

42%

Maps

E-Commerce By Device (past 30 days)

53%

Purchased a product or service online

71%

Searched online for a product of service

57%

Visited an online retail store

50%

Made an online purchase via PC

24%

Made an online purchase via Mobile

Argentina is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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