This post is also available in: Spanish
A new study released by the Asociación Mexicana de Internet (AMIPCI) offers some fresh insights into Mexico’s Internet users that can be helpful for marketers, advertisers and media professionals.
We went over the results and break them down here for quick reference to help guide you in developing your next campaign, a report or a client presentation.
According to AMIPCI, Mexico currently has 40.6 million Internet users, up from 34.6 million that it reported in 2011—a 15% increase. This 40.6 million figure is very similar to that of Internet World Stats, which lists 42 million Internet users in Mexico. The only other country in Latin America with more Internet users is Brazil (85 million), which makes Mexico the #2 Internet market in Latin America.
It’s not surprising to see that 64% of Mexican Internet users access the Internet via PCs and 61% use laptops to do so. However, one striking statistic is that nearly 60% of Mexican Internet users go online with a smartphone. In fact, the number of Mexicans accessing the Internet with smartphones doubled between 2011 and 2012—only 29% went online with smartphones in 2011 and now 58% report doing so. This reflects the growing power of mobile in Latin America and echoes research results from Google and other sources.
In 2012 Mexicans are spending 4 hours and 9 minutes online, nearly an hour more than in 2011.
Top Internet Activities in Mexico
Email is the main thing Mexican Internet users do online (80%), followed closely by social media (77%). Other popular online activities include search (71%) and instant messaging (55%).
However, it’s interesting to note that 29% of Mexican Internet users report shopping online. This is a huge increase for e-commerce in Mexico: a study from IAB Mexico in 2010 reported that only 6% of Mexican Internet users reported that they shopped online. In addition, AMIPCI’s 2011 study of Mexico’s Internet users didn’t even list online shopping as one of their activities.
Here’s a quick breakdown of the main activities among Mexico’s Internet audience:
• Email 80%
• Social Media 77%
• Search 71%
• Instant messaging 55%
• Online banking 44%
• Shopping online 29%
• Job searching 18%
• Create/maintain blogs 16%
Top Online Entertainment Options
Social media are by far the most popular entertainment for Mexican Internet users: 86% list it as a favorite activity. Visiting news sites is second at 61%, followed by downloading music at 37%.
AMIPCI reports that 83% of Mexican Internet users remember seeing online advertising. When it comes to specific online recall of product types and brands, 50% recall computer products and Dell is one of the top brands. Among the other product types and brands that deliver high recall of online ads in Mexico are the following:
• Movies 46%
• Mobile phones 45% (Nokia, Blackberry and Telcel)
• Banks/financial products 32% (Bancomer, Banamex, Santander)
• Software 30%
• Electronics 28% (Sony, Samsung, LG)
Where They Remember Most Seeing Online Ads
Search results are where Mexico’s Internet users primarily recall seeing ads, with 66% reporting this, while 57% report seeing ads on social media. There’s less recall of ads on other types of sites: 18% remember seeing them on e-commerce sites and 17% on news sites.
Not surprisingly, social media is highly popular: 92% of Mexico’s Internet users say they go on social networking sites, with 41% reporting they have been on these sites 2-3 years. Interestingly, 39% of Mexican internautas say they have been using social media for 4 years or more. The social media sites that Mexican Internet users report going on the most are:
• Facebook 90%
• YouTube 60%
• Twitter 55%
• GooglePlus 34%
• Hi5 25%
Social Media Advertising
Over half—53%—of Mexico’s Internet users say they like seeing advertising in social media sites, as opposed to the 29% who are neutral and the 17% who don’t like seeing it. The strongest type of recall that Mexican internautas have for social media advertising is for political ads, 77%. However, they do show good recall for other types of ads on social media, including products in general (61%) and services (58%).
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