25 December 2025

Chile’s Mobile Market: Key Trends and Digital Insights

By 2025, digital advertising accounts for 56% of total ad spend in Chile. It confirms that digital channels have become the core of most brands’ media strategies.

To unlock this potential, advertisers need a clear understanding of Chile’s mobile market.

This brief report highlights the key figures shaping Chile’s digital and mobile landscape as of early 2026. It also outlines the main market dynamics according to DataReportal.

Population of Chile in 2025

By the end of 2025, Chile’s population reached 19.9 million. At the same time, 18.8 million residents are internet users, which represents an impressive 94.5% penetration rate.

With internet access covering nearly the entire population, Chile offers a highly connected digital environment.

88.3% of the population lives in urban areas. The gender split is almost even:

50.3% are women,
49.7% are men.

The average age is 36.9 years.

Chileans Spend Nearly 53 Hours a Week Using Digital Media

Mobile devices play a central role in daily internet use. Smartphones have become the primary gateway to digital content, communication, and services.

Chile’s mobile market dominates: 95.3% of users go online via mobile devices. This highlights the importance of mobile-first strategies for brands.

According to statistics as of October 2025, Chileans spend an average of 52 hours and 49 minutes per week using connected digital media. This reflects a high level of user engagement. It also highlights the maturity of the country’s digital environment.

How Chileans Use the Internet: Information, Communication, and Decision-Making

By October 2025, Chile’s mobile market reflects the strong practical role of digital channels in everyday life. The primary reason for going online is finding information, cited by 73.9% of users aged 16 and over. This confirms that the internet remains the main source for answers and decision-making.

Communication and content consumption also play a major role. 68.3% of users go online to stay in touch with friends and family, while 66.2% use the internet to research how to do things. Media consumption remains high. 64.3% listen to music online. 59.9% watch videos, TV shows, or movies. 62.5% follow news and current events.

These figures point to a mature digital ecosystem with consistent demand for both entertainment and informational content.

Digital Advertising Takes the Lead in Chile’s Ad Market

Chile’s advertising market continues to expand. In 2025, total ad spend across both digital and traditional channels reached $2.08 billion, marking a 5.2% increase year over year.

Digital advertising remains the main growth driver, accounting for 56% of total ad spend, or $1.17 billion. With 9.6% annual growth, digital channels have firmly secured a leading position in brand media strategies.

Top Digital Advertising Formats in Chile:

In-app advertising – $422 million
Social media advertising – $355 million
Search advertising – $326 million
Display (banner) advertising – $304 million
Online video advertising – $294 million
Influencer marketing – $63.2 million

How Chilean Consumers Discover and Engage with Brands Online

By the end of 2025, digital behavior in Chile reflects strong overall engagement with online channels. Responsiveness to advertising remains at a balanced, moderate level. The average digital advertising spend per internet user reached $62.44, underlining the scale of brand investment in the market.

Before making a purchase decision, Chilean users actively rely on digital touchpoints: 55.6% search for brand information online, 58.7% use social media to research products and services, and 58.7% visit official company websites.

At the same time, 17.2% interact with brand mobile apps, reinforcing the growing role of mobile-first strategies in the consumer journey.

Programmatic Becomes the Core of Chile’s Digital Advertising

Programmatic ad spend in Chile reached $881 million in 2025. Annual growth totaled 10.6%, confirming strong market momentum.

Programmatic now represents 75% of total digital ad spend. Brands use programmatic to automate buying and improve targeting accuracy. It also helps optimize budgets and increase campaign efficiency.

In-App Advertising Drives Mobile Growth in Chile

In-app advertising accounted for 36% of Chile’s ad market in 2025. This reflects the global shift toward mobile-first user engagement.

In-app ad spend is projected to reach $422 million. Year-over-year growth is expected to total 11.8%, according to DataReportal.

Consumer Goods Ecommerce in Chile Continues to Accelerate

13.7 million people in Chile shop for consumer goods online. Total ecommerce spending reached $9.75 billion, growing 13.7% year over year. Average annual spend per online shopper reached $712.

Mobile purchases accounted for 41.1% of consumer goods ecommerce spending.

Mobile plays a central role in the ecommerce journey. Over 40% of purchases already happen via smartphones. Consumers research, compare, and buy directly on mobile devices.

In-app advertising reaches users at key decision-making moments. This makes mobile a critical channel for driving ecommerce growth and conversions.

Smartphones Lead Gaming Devices in Chile

By October 2025, 88.5% of internet users in Chile play video games on at least one device. Smartphones are the most popular platform, used by 57% of gamers.

High engagement with mobile games creates frequent, attention-rich touchpoints. It makes in-app advertising a natural and impactful way for brands to connect with users in a highly immersive environment.

Chile’s Mobile Market: Mobile-First Ecosystem for Brand Growth

Chile’s mobile market has reached a high level of maturity, scale, and user engagement. Chileans spend nearly 53 hours per week in digital environments.

Consumer behavior shows that mobile plays a decisive role across the entire journey, from information search and brand discovery to purchase and post-purchase interaction. This behavior is reinforced by strong growth in ecommerce, where 41.1% of consumer goods purchases already happen on mobile devices.

From an advertising perspective, the dominance of digital, programmatic, and in-app formats confirms a clear shift toward mobile-first strategies. In-app advertising provides brands with premium, attention-rich touchpoints at key decision-making moments.

Looking to explore the in-app channel and drive measurable results in 2026?

Connect with BYYD, a leading programmatic platform that helps brands scale and achieve their marketing objectives.

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