28 March 2025

Chile’s Digital Landscape: Key Insights into the Mobile Market

In 2025, digital ads make up 54.1% of all ad spending in Chile. This shows that digital is now the main part of most brand media strategies.

To use this potential effectively, it’s important to understand the local market – especially when it comes to mobile – and rely on current data and trends.

In this short report, you’ll find key numbers on the digital and mobile market in Chile, plus 2025 forecasts.

Population of Chile in 2025

As of 2025, Chile’s population is 19.8 million, showing a modest +0.5% growth compared to the previous year. Over the past five years, population trends have remained stable without major fluctuations.

88.2% of people live in urban areas, while only 11.8% reside in rural regions – highlighting Chile’s high level of urbanization.

The gender split is nearly even: 50.3% women and 49.7% men.

The average age of the population is 36.9 years.

Chileans Spend More Time Online – Mostly on Mobile

In 2025, 18.6 million people in Chile use the internet – that’s 94.1% of the population. The main way to connect is via mobile: 97.3% of users access the web through mobile internet.

The average daily time spent online is 8 hours and 45 minutes.

Mobile dominates: 56.7% of that time is spent on smartphones (4 hours and 58 minutes), while the rest is on desktop (3 hours and 47 minutes). Compared to 2024, the average time online has increased by 14 minutes.

daily time spend using the internet in chile 2025

Digital Advertising in Chile 2025

The advertising market in Chile continues to grow. In 2025, total spending across online and offline channels reached $1.98 billion, a +5.4% increase compared to 2024.

advertising market - total/digital Chile 2025

Digital advertising accounts for 54.1% of total ad spend — that’s $1.07 billion, with a +10.6% year-over-year growth. Digital now firmly leads the brand media mix.

Most popular digital ad formats in Chile:

• In-app advertising – $377 million
• Social media advertising – $311 million
• Display (banner) advertising – $284 million
• Search advertising – $283 million
• Online video advertising – $275 million
• Influencer marketing – $56.1 million

How Chileans Interact with Brands in the Digital Space

In 2025, user behavior in Chile shows high engagement with the digital environment, though ad responsiveness remains moderate.

The average digital ad spend per internet user reached $57.38.

Before making a purchase, users actively turn to the internet:

59% search for brand information,
61.1% use social media for research,
and 62.6% visit company websites.

Nearly 19% interacted with brand mobile apps, highlighting the growing importance of a mobile-first approach.

Overall, Chilean users are open to engaging with brands in digital spaces – especially through content, websites, and mobile apps.

digital marketing chile - attitudes and behaviours 2025

Programmatic Advertising in Chile

In 2025, programmatic ad spend in Chile reached $797 million, showing strong annual growth of +12.0%.

This format now accounts for 74.5% of the entire digital ad market, highlighting its importance and convenience for brands.

Programmatic has become the leading way to run digital campaigns — automating media buying, improving targeting accuracy, and optimizing budgets.

Want to learn more?

Check out our guide to programmatic advertising, where we explain how the ecosystem works, what formats are available, and how to launch your first campaign.

In-App Advertising in Chile 2025

Mobile advertising leads digital ad spend in Chile, accounting for 35.3% of the market — in line with the global trend where mobile is becoming the primary channel for user engagement.

According to Data Reportal, in-app ad spend in Chile will reach $377 million in 2025, showing a +13.4% increase year-over-year.

Statista offers an even more optimistic forecast, estimating that the market could reach $421.83 million by the end of the year.

The expected compound annual growth rate (CAGR) for in-app advertising from 2025 to 2030 is 7.77%, potentially bringing the market to $613.11 million by 2030.

Statista also notes that in 2025, average in-app ad spend per mobile internet user in Chile is $23.90.

We’ve explored the state of digital advertising in Chile — with a strong focus on the mobile segment. It’s clear that digital continues to grow, and user attention is increasingly centered on mobile.

To reach your audience effectively, in-app advertising is the way to go.

Want to test this channel and see real results in 2025?

Get in touch with BYYD — a leading programmatic platform that helps brands grow and achieve their goals.

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