This post is also available in: Spanish
There are a number of false beliefs when it comes to digital advertising in Mexico that we have observed over the years. Here we highlight 4 of the main ones and explain the truth of the matter.
Myth #1: Internet Isn’t a Strong Medium in Mexico
While Internet penetration in Mexico (40%) isn’t nearly as strong as it is in the United States (78%), according to eMarketer, Mexico has 46 million Internet users. In Latin America only Brazil (89 million) has more Internet users. In fact, according to InternetWorldStats, Mexico is the world’s #12 Internet market and by 2015 Mexico is projected to have 65 million Internet users, more than France or the United Kingdom.
Myth #2: Online Advertising Isn’t Very Effective in Mexico
A recent study from IAB México—done in partnership with Millward Brown and Televisa.com—showed that 77% of Mexican Internet users stop to look at online advertising. In addition, 41% of internet users in Mexico indicate that they click on online advertising banners.
Myth #3: Social Media Have Little Influence on Purchase Decisions in Mexico
In the IAB Mexico study, 50% of Mexican Internet users indicated that the comments made on social media sites influence their opinions about brands. In addition, nearly half (48%) of internet users in Mexico follow brands on social media and 31% have written comments about brands on social media sites.
Myth #4: Mobile Advertising Offers Few Benefits to Advertisers in Mexico
According to consulting firm IDC, 16 million smartphones will be sold in Mexico in 2013, a significant increase compared to the 12 million sold in 2012. Mexicans will also buy more than 2 million tablets in 2013: this represents a gigantic increase of 986% compared with 2010, when they bought only 184,000 tablets.
And according to the results from the IAB Mexico study, in 2012 50% of Mexican Internet users were using smartphones to go online, compared to just 33% in 2011. Also in 2012, 19% of Mexican Internet users reported using their tablets to connect to the Internet, compared to just 7% in 2011. Finally, according to Hunt Mobile Ads, the average CTR of mobile ads in Mexico is .56% while MediaMind has reported an average CTR of 0.15% for a standard Internet banner in Mexico. Together, these data points indicate clearly that mobile advertising offers a great deal of potential for advertisers who wish to reach Mexican Internet users.
To find out how we can help you Mexicans or Latin Americans in general via Internet or any other type of media, please contact us.
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