Google launches LatAm version of Full Value of Mobile Calculator

Bogota, Sep 24 (EFE).- Google released a version of its Full Value of Mobile Calculator tailored for the Spanish-speaking Latin American market.

"Many advertisers resort to traditional models to measure their mobile campaigns and they don't manage to capture the total value," Carolina Bertoni, Google's Latin America director of mobile advertising, said.

The calculator is based on the realization that more and more consumers are staying connected throughout the day - but on a range of different devices: from smartphones to tablets to laptops to desktops.

"The market needs attribution models that correspond to this new reality and that is the purpose of this tool," Bertoni said.

While mobile devices accounted for only 1 percent of global internet traffic in 2008, that proportion is now 15 percent and growing rapidly, according to Google.

The internet giant's recent Mobile Purchase Journey study showed that 73 percent of smartphone users in Mexico either buy products via their phones or rely on them for information to make purchasing decisions.

Smartphone penetration is higher in Mexico, 37 percent; and Argentina, 31 percent; than the median for developed countries, Google said.