--- title: How to Break into the Latin American Mobile Market description: The Latin American mobile market is growing fast, but the region is not a monolith. App publishers must get to know the intricacies of each culture. image: https://web3growthassociation.com/hubfs/android-1869510_1920.jpg --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  Learn How the Dallas Mavericks Use AR to Engage Fans](https://web3growthassociation.com/blog/learn-how-the-dallas-mavericks-use-ar-to-engage-fans-off-the-court) [5 Blog Types that Drive Mobile App Growth  ](https://web3growthassociation.com/blog/5-types-of-blogs-that-drive-mobile-app-growth) # How to Break into the Latin American Mobile Market ![](https://web3growthassociation.com/hubfs/android-1869510_1920.jpg) [Staff Writer](https://web3growthassociation.com/blog/author/staff-writer) Posted Apr 9, 2020 [mailto:?subject=Check%20out%20How%20to%20Break%20into%20the%20Latin%20American%20Mobile%20Market%20&body=Check%20out%20https://web3growthassociation.com/blog/how-to-break-into-the-latin-american-mobile-market&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20How%20to%20Break%20into%20the%20Latin%20American%20Mobile%20Market%20&body=Check%20out%20https://web3growthassociation.com/blog/how-to-break-into-the-latin-american-mobile-market&utm_medium=social&utm_source=email) [Growth](https://web3growthassociation.com/blog/tag/growth) [Mobile Marketing](https://web3growthassociation.com/blog/tag/mobile-marketing) [User Acquisition](https://web3growthassociation.com/blog/tag/user-acquisition) The amount of venture capital (VC) investment in Latin America (LATAM) has skyrocketed in recent years, [totaling $2.6 billion in 2019](https://news.crunchbase.com/news/as-billions-flow-into-latin-america-its-startup-scene-scales/). And the pace is showing no signs of slowing just yet, with Softbank adding another [$1 billion](https://www.crowdfundinsider.com/2020/02/157535-softbank-to-add-1-billion-to-its-5-billion-latin-american-fund-focused-on-fintech-healthcare-digital-commerce/) to its $5 billion Latin America Fund this year. This level of investment is closely tied to a rapidly expanding mobile user market. The share of the population with smartphone access is set to increase to 73%—[that’s 517 million unique subscribers](https://www.gsmaintelligence.com/research/?file=9c61432f681554d96fc4cb191bffbcd6&download)—by 2025. While there’s still plenty room for growth ahead, LATAM can no longer be said to be an open playing field. The number of Latin American unicorns has [increased seven-fold](https://latinamericareports.com/number-of-latin-american-unicorns-increases-seven-fold-in-two-years/3132/) in two years, and many global players already have a solid footing in the region. Mobile apps in the region face increasingly fierce competition when it comes to investment dollars and user-bases. But don’t fret—we’ve outlined some of the important first steps for app marketers trying to break into the LATAM marketplace. ## Segment LATAM audiences carefully LATAM is an attractive option for many mobile apps as the majority of the huge population speaks either Spanish or Portuguese. This makes it easier to scale services and roll-out new locations without the need to redesign the app from scratch. However, don’t be fooled into thinking this means a one-size-fits-all approach will work for everyone. The dialect and vocabulary vary greatly from country to country and mobile app developers must take this into account. Let’s imagine your app offers an on-demand delivery service for grocery products and you’re working on the microcopy; then take a look at these variations for “grocery store” and think how confused your users would be if the in-app language didn’t reflect regional vocabulary: - Colombia: mercado - Costa Rica: compras - Cuba: bodega - Dominican Republic: víveres - El Salvador: pulpería - Guatemala: tienda - Mexico: super, tienda de abarrotes - Panama: abarrotería - Puerto Rico: colmado - Uruguay: almacén - Venezuela: abastos Although nailing the vocabulary is important, good UX and marketing should take this further and tailor everything from retention messaging to colorways to hit the mark with audience segments. After all, [culture is the most critical attribute for mobile app marketers](https://venturebeat.com/2016/02/08/research-shows-culture-is-the-most-critical-attribute-for-mobile-app-marketers/) to get right. ## Check laws and regulations thoroughly LATAM is notorious for its bureaucratic legal processes, and legislation on the same issue differs greatly from country to country. Uber has faced [numerous legal battles](https://www.nytimes.com/aponline/2020/02/20/world/americas/bc-lt-colombia-uber.html) in Mexico, Brazil, and, most recently, Colombia, affecting its ability to scale and creating a costly nightmare. It’s crucial to ensure your mobile app doesn’t fall foul of regulations in the country of operation. For example, labor legislation is likely to affect any mobile app reliant on the gig economy, yet regulations across the region are constantly in flux. In Argentina, apps such as Rappi and Glovo classify their delivery drivers as [“collaborators”](https://theword.iuslaboris.com/hrlaw/insights/latin-america-the-gig-economy-and-regulatory-uncertainties) in order to ensure they stay on the right side of the law. However, the tide is starting to turn on this problem. Brazil has passed a law aiming to [simplify bureaucracy for startups](https://latinamericareports.com/brazil-law-simplifying-bureaucracy-startups/2037/) in efforts to stimulate, not stifle, innovation. In addition, new companies are popping up to bridge the gaps between service needs and legal regulation. For instance, [Truora](https://www.truora.com/) ishelping on-demand mobile apps ensure their workforces are compliant with labor laws and hold the correct paperwork. ## New locations could offer big wins Brazil and Mexico have been at the forefront of the burgeoning tech scene in LATAM, and offer an obvious entry point to the mobile markets due to their established positions. However, with popularity comes stiffer competition, and those who consider more up and coming locations could find themselves first-in-line for investments or new market demographics. Historically, Brazil was the largest recipient of venture capital dollars in Latin America but, in the first half of 2019, [Colombia actually edged past Brazil](https://news.crunchbase.com/news/as-billions-flow-into-latin-america-its-startup-scene-scales/) in terms of dollars raised. In addition, a new record of [$11 million](https://techcrunch.com/2020/02/12/perus-startup-scene-is-ready-for-more/) was set for the amount of capital invested in Peruvian startups in 2019. And, while mobile usage is strong across the whole region, mobile app usage is growing at [116% and 155%](https://www.nathanlustig.com/latin-americas-growing-mobile-market/) in the Dominican Republic and Bolivia respectively. So, for mobile apps new to LATAM and without an existing reputation or audience base, focusing on markets in these developing locations could offer a faster route into the region. ## Accessing cash-based and underbanked customers Finally, any mobile app trying to break into the scene can’t forget the comparatively slow growth of digital finance in Latin America. Although population and smartphone usage figures are over 500 million, a large proportion of these users are still cash-based or underbanked. In fact, 85% of transactions in [Latin America](https://www.neweurope.eu/article/reducing-cash-economy-latin-america-key-growth/) are still cash-based and only 39% of the population has a bank account. No mobile app can afford to lose that kind of user-base, so apps operating in the region must tailor their approach and payment methods accordingly to ensure they maximize their potential customer base. For example, in Europe the Uber app requires a digital form of payment, such as a linked credit card or PayPal account, to function. However, in LATAM the app allows users to pay the driver in cash. And LATAM-native Rappi has taken its efforts a step further with the launch of [RappiPay](https://www.contxto.com/en/colombia/rappi-allies-with-davivienda-to-launch-rappipay/), an in-app digital wallet that can be used as a mode of digital payment. A solid understanding of LATAM is essential for anyone trying to break into the region. Whether you need to choose the right location for your LATAM app launch, secure a new tribe of gig workers or launch a new audience acquisition campaign, make sure you’ve looked at all the specifics. This blog covers the important foundations, but for all the latest information and hottest new trends join us at [MGS GVC 1.0](https://www.mobilegrowthassociation.com/events/virtual) this June. Our virtual event will offer developers, publishers, and marketers the latest growth strategies specific to mobile markets in this region.   [![MGS GVC 1.0](https://no-cache.hubspot.com/cta/default/5266005/6a18e9f2-6676-43d4-861e-db404a039656.png)](https://cta-redirect.hubspot.com/cta/redirect/5266005/6a18e9f2-6676-43d4-861e-db404a039656)   #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... Posted Sep 28, 2018](https://web3growthassociation.com/podcasts/2018/09/28/where-the-action-and-the-money-really-is-in-mobile-gaming-apps) #### [![How Homesnap attracted 1 million real estate agents – and keeps them coming back](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/TimCondon_mediaThumbnail-650x325.jpg?width=300&name=TimCondon_mediaThumbnail-650x325.jpg) How Homesnap attracted 1 million real estate ... Posted Nov 2, 2018](https://web3growthassociation.com/podcasts/2018/11/02/how-homesnap-attracted-1-million-real-estate-agents-and-keeps-them-coming-back) #### [![Five Tips: Developing Apps for Foldable Displays](https://web3growthassociation.com/hs-fs/hubfs/mika-baumeister-vI8_06RmSC0-unsplash%20(1).jpg?width=300&name=mika-baumeister-vI8_06RmSC0-unsplash%20(1).jpg) Five Tips: Developing Apps for Foldable Displays Posted Apr 6, 2021](https://web3growthassociation.com/blog/five-tips-developing-apps-for-foldable-displays) #### [![Keeping Up with ASO Updates Impacting App Store Optimization in 2019](https://web3growthassociation.com/hs-fs/hubfs/Linda_Harnisch-01-1.png?width=300&name=Linda_Harnisch-01-1.png) Keeping Up with ASO Updates Impacting App Store ... Mobile Gaming Posted Jul 3, 2019](https://web3growthassociation.com/blog/2019/07/03/keeping-up-with-aso-updates-impacting-app-store-optimization-in-2019) #### [![Save more than money by automating your media portfolio](https://web3growthassociation.com/hs-fs/hubfs/Matt%20Sadofsky.jpg?width=300&name=Matt%20Sadofsky.jpg) Save more than money by automating your media ... Posted Dec 19, 2019](https://web3growthassociation.com/videos/save-more-than-money-by-automating-your-media-portfolio) #### [![How marketers can use keyboard apps to power effective UA and build brand](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Video%20Images/Baidu-650x325.jpg?width=300&name=Baidu-650x325.jpg) How marketers can use keyboard apps to power ... Posted Apr 26, 2019](https://web3growthassociation.com/videos/2019/04/26/how-marketers-can-use-keyboard-apps-to-power-effective-ua-and-build-brand) ### Related Articles #### [3 Trends that Make LATAM the Most Exciting Mobile Market in 2020](https://web3growthassociation.com/blog/3-trends-that-make-latam-the-most-exciting-mobile-market-in-2020) #### [What Digital Transformation Really Means for Fintech](https://web3growthassociation.com/blog/digitaltransformation) #### [Three Reasons LATAM is Ripe For Mobile Gaming Growth](https://web3growthassociation.com/blog/three-reasons-latam-is-ripe-for-mobile-gaming-growth) #### [Casey Rock Moves Into MGA Advisory Role](https://web3growthassociation.com/blog/casey-rock-moves-into-mga-advisory-role) Join Our Newsletter Sign-up to get the latest mobile growth news, updates, and trends directly in your inbox twice a month. [![MGA Logo_Vertical-White-400px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Vertical-White-400px.png?width=200&height=100&name=MGA%20Logo_Vertical-White-400px.png "MGA Logo_Vertical-White-400px")](https://web3growthassociation.com/) - [Events](https://www.mobilegrowthsummit.com/events) - [Media](https://www.mobilegrowthsummit.com/all-media) - [Company](https://web3growthassociation.com/company) - [Become a Sponsor](https://www.mobilegrowthsummit.com/sponsor-application) - [Apply to Speak](https://www.mobilegrowthsummit.com/speaker-application) - Subscribe to MGA Newsletter - [Advertise With Us](https://share.hsforms.com/1wSm-xNj1TZGNZ0YiR97aGA34v9x) - - - - - © 2020 MOBILE GROWTH ASSOCIATION ALL RIGHTS RESERVED. Contact us at [info@mobilegrowthsummit.com](mailto:info@mobilegrowthsummit.com) [Privacy Policy](https://web3growthassociation.com/privacy-policy) [Terms & Conditions](https://web3growthassociation.com/terms-and-conditions) #### Become a Sponsor The MGS Annual Sponsor Rewards maximizes and drives growth for our Sponsors. We are rewarding our loyal Sponsors in our seventh year of business with a comprehensive range of additional benefits and services. Enter your contact information here and we'll email you a Sponsor Kit so you can drive deal-flow and bottom-line revenue for your company. #### Apply to Speak #### Join our newsletter Sign-up to get the latest mobile growth news, updates, and trends directly in your inbox twice a month.