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The exceptions are countries with a strong local competitor, like Mercado Libre in Mexico and Brazil. Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance. Canada’s lag was acute in the past decade, especially versus the US.

It's incredibly popular in markets like India and Brazil. And I think it also paired with... The adoption of WhatsApp paired with people's initial access to the internet for the first time.

Brazil has quietly become a podcast hotbed. Beyond the US and China, Brazil stands out for its scale. We do not yet have podcast metrics for several large countries—such as India and Indonesia—but given the digital usage trends that we do know about, it’s likely that Brazil would still end up as the third- or fourth-largest podcast market in the world even if we had listener data for every country.

The Philippines tied for the No. 1 spot (alongside Brazil) for time spent with mobile devices, at 5:26 daily. The penetration rate of smartphones in H1 2023 was 99.1% in the country. A significant contributor to mobile time in the Philippines is the use of social media and messaging services. The country is second only to Brazil in time spent with social/messaging, at 3:37 daily.

As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.