Did Brazilian market reach saturation?
In 2012, mobile growth in Brazil started to register growth rates of one digit (8.1%), that's the opposite of the previous years when growth rates always used to be superior to 15% (year).
Market saturation has been pointed as one of the causes of deceleration in the growth. Since Brazil ended 2012 counting 262 million mobile accesses, what corresponded to density of 133 cell./100 inhab.
The data provided by the last national survey about domiciles carried out by IBGE (PNAD 2012) helped to have a better view of the matter.
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Source: Anatel and PNAD 2012
From the graphic above, we can conclude that in 2012, 123 million people in Brazil had an average of two chips in handsets (excluding data terminals). In this analyzis we don't consider cell phone owners younger than 10 year old.
According to PNAD data, the number of people in Brazil who had mobile access increased 7.2 million in 2012, more that the population (1.6 millions) and less the total of cell phones, due to the ownership of more than one ship and data terminals.
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Source: Anatel and PNAD 2012
So, there's still room to increase the number of mobile accesses and users in Brazil, mainly inside the North and Northeast regions.
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Source: PNAD 2012
Mainly in age groups until 14 years old and superior to 60 years old.
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Source: PNAD 2012
The growth in the number of mobile accesses operating 3G technology has, however, an additional obstacle. Only 49.2% of the population aged 10 years or more was internet user (83 million according to PNAD). In 2012, 75% of the mobile accesses in Brazil were GSM.
Internet users overtake cellular in the group aged from 10 to 14 years old, but show penetration inferior to 50% when we analyze the group aged more than 40 years old.
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Source: PNAD 2012
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