{"id":42284,"date":"2018-01-01T15:05:14","date_gmt":"2018-01-01T15:05:14","guid":{"rendered":"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/gsma_resources\/locally-relevant-content\/"},"modified":"2018-01-01T15:05:14","modified_gmt":"2018-01-01T15:05:14","slug":"locally-relevant-content","status":"publish","type":"gsma_theme_resources","link":"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/gsma_resources\/locally-relevant-content\/","title":{"rendered":"Lack of locally relevant content is the key barrier to overcome"},"content":{"rendered":"<p>The market context for mobile in Latin America is now about the growth in the mobile internet and the behavioural shift to digital access and engagement. Almost half the population in Latin America now subscribes to the mobile internet. Although this is less than those subscribing to mobile overall (48% versus 69%), it is fast growing, with penetration expected to rise 66% by 2020.<\/p>\n<p>The largest barrier to mobile internet among the unconnected\u00a0is a lack of relevance, which is directly driven by a lack of locally relevant content. The irony is that while content in general is driving increased internet usage on mobile among existing users, there remains a strong perception among non-users \u2013 40 to 50% of adults \u2013 that what is available is largely irrelevant to their would-be digital experience.<\/p>\n<p><a href=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2016\/08\/global-mr_320x320_hover.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-14954 aligncenter\" src=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2016\/08\/global-mr_320x320_hover.png\" alt=\"global-mr_320x320_hover\" width=\"595\" height=\"328\" srcset=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2016\/08\/global-mr_320x320_hover.png 595w, https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2016\/08\/global-mr_320x320_hover-300x165.png 300w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The market context for mobile in Latin America is now about the growth in the mobile internet and the behavioural shift to digital access and engagement. Almost half the population in Latin America now subscribes to the mobile internet. Although this is less than those subscribing to mobile overall (48% versus 69%), it is fast [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"template":"","meta":{"image":"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2018\/01\/Screenshot-2019-02-15-at-18.34.15.png","json":{"gsma_resources_type":"Document","gsma_resources_thumb":"[30584]","gsma_resources_file":"[]","gsma_resources_multi":null,"gsma_resources_wgr":null,"gsma_resources_video":null,"gsma_resources_image":"[]","gsma_resources_url":"\/about-us\/regions\/latin-america-and-the-caribbean\/wp-content\/uploads\/2016\/05\/report-content_latam_shift_local-8-ES.pdf","gsma_resources_date":"01\/01\/2018","gsma_resources_button":"Download"}},"tags":[],"resource_categories":[],"algolia_discover_type":[13726],"class_list":["post-42284","gsma_theme_resources","type-gsma_theme_resources","status-publish","hentry","algolia_discover_type-resource"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lack of locally relevant content is the key barrier to overcome - GSMA Latin America<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/gsma_resources\/locally-relevant-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lack of locally relevant content is the key barrier to overcome\" \/>\n<meta property=\"og:description\" content=\"The market context for mobile in Latin America is now about the growth in the mobile internet and the behavioural shift to digital access and engagement. Almost half the population in Latin America now subscribes to the mobile internet. Although this is less than those subscribing to mobile overall (48% versus 69%), it is fast [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/gsma_resources\/locally-relevant-content\/\" \/>\n<meta property=\"og:site_name\" content=\"GSMA Latin America\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gsma.com\/about-us\/regions\/latin-america\/wp-content\/uploads\/2016\/08\/global-mr_320x320_hover.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@gsma\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Lack of locally relevant content is the key barrier to overcome - GSMA Latin America","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gsma.com\/about-us\/regions\/latin-america-and-the-caribbean\/gsma_resources\/locally-relevant-content\/","og_locale":"en_US","og_type":"article","og_title":"Lack of locally relevant content is the key barrier to overcome","og_description":"The market context for mobile in Latin America is now about the growth in the mobile internet and the behavioural shift to digital access and engagement. 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