Advertising Market Trends in Uruguay According to Data Reportal

By early 2025, approximately 93% of Uruguay’s population actively uses the Internet, highlighting the significant role mobile devices play in their daily routines. It influences market trends in Uruguay.

This underscores the growing importance of digital engagement in Uruguay. Today, we’ll dive into the current landscape of the digital market in the country and examine the key marketing strategies driving success in the digital realm.

For a deeper look into the digital trends and marketing strategies in other Latin American nations, check out our full analysis here:

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Population of Uruguay in 2025: statistics

According to a DataReportal, in 2025, the population of Uruguay reached 3.39 million people. Of these, 3.15 million use the internet, and 2.58 million use social networks.

The high percentage of the population engaged with the internet and social media in Uruguay reflects the country’s strong digital presence. This significant online activity offers businesses valuable opportunities to target a large, digitally active audience through various online platforms.

Key Demographic Insights

Before delving into the digital market, it’s important to first analyze the digital profile of Uruguay’s population. This will give us crucial insights into audience behavior and emerging trends in the market.

With 95.9% of the population residing in urban areas, Uruguay has a notably high degree of urbanization.

The gender distribution is almost balanced, with women making up 51.5% and men 48.5%.

The average age of the population is 36.4 years.

Digital Connectivity in Uruguay

By 2025, 3.15 million Uruguayans are online, accounting for 93% of the country’s population. This high internet penetration rate demonstrates the significant role the internet plays in the daily lives of Uruguayans.

92.6% of the population owns a mobile phone. With such a large share of the population owning mobile phones, market trends in Uruguay indicate a strong preference for mobile-first solutions. That’s why it’s essential for businesses to prioritize mobile strategies to reach consumers effectively.

Share of web traffic by device:

• Mobile phones – 52%
• Laptop and desktop computers – 47%
• Tablets devices – 1%

The distribution of web traffic by device in Uruguay highlights the dominance of mobile phones. This indicates that market trends in Uruguay are increasingly mobile-first, with consumers primarily accessing the internet via their smartphones.

Mobile web traffic on Android (70.67%) is higher than on iOS (29.4%). This is crucial to know when developing a marketing strategy, as it suggests that targeting Android users should be prioritized for mobile campaigns in Uruguay.

The Importance of Digital Landscape in E-commerce in Uruguay

In Uruguay, the digital landscape is rapidly evolving, with a significant shift towards online shopping and electronic payments. 74% of adults in Uruguay now shop online, a clear indicator of the growing role of e-commerce in the daily lives of the population.

Furthermore, 75% of payment transactions in Uruguay are made electronically, emphasizing the shift towards digital payment methods over traditional cash-based transactions.

Top reasons why consumers choose to shop online in Uruguay: 

• Convenience – 27% 
• Better prices – 14%
• More variety – 8%

An even more impressive statistic is that 9 out of 10 households in Uruguay have internet access, highlighting the widespread connectivity that facilitates these behaviors.

Among these internet users, 64% of online purchases are made through mobile devices, demonstrating the increasing reliance on smartphones for shopping and payment activities.

These statistics are crucial for understanding market trends in Uruguay, particularly when it comes to mobile usage. The increasing shift to mobile devices for browsing and shopping has made mobile advertising a powerful tool in the country’s digital marketing landscape. 

Advertisers can leverage this trend to reach consumers directly on their smartphones, engaging them at the moment of decision-making and ensuring more personalized and effective campaigns.

By targeting users through mobile-optimized ads, businesses can tap into this growing segment, increasing visibility, engagement, and ultimately driving sales.

Among the popular categories that sell best online in Uruguay are retail, tourism, food, and transportation. For instance, according to a report from PCMI, 35% of Uruguayans use the internet to order food online.

Advertising Market Trends in Uruguay

Key points:

• By 2025, approximately 93% of the population of Uruguay — about 3.15 million people — will be active internet users.
• Mobile connectivity is very high: the number of mobile subscriptions exceeds the population — over 7.3 million, indicating broad mobile accessibility.
• In-app advertising is growing rapidly: it is expected that the segment will expand from 2024 to 2028 with a CAGR of around 8%.
• Mobile advertising plays a crucial role in shaping the marketing landscape in Uruguay. With a high internet penetration rate and a significant portion of the population using mobile devices to access the internet, mobile advertising has become the most effective way to reach a large and engaged audience.

The rise of mobile shopping and app usage has driven a shift in marketing strategies, encouraging brands to optimize their campaigns for mobile devices. This includes leveraging in-app advertising, push notifications, and mobile video ads to engage consumers directly on their smartphones. 

Furthermore, mobile advertising allows brands to stay connected with consumers throughout the customer journey, from initial awareness to purchase, making it a critical component of the overall marketing strategy in the country.

At BYYD, we have extensive experience working with brands across various industries, ranging from beauty to automotive. 

To ensure successful promotion, we carefully select mobile apps that align with the interests of the target audience. Also, we continuously optimize campaigns on a daily basis to exclude ineffective platforms and maximize results.

Check out our case studies and send us an email – let’s launch your next campaign together.

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