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How to Reach the 4 Top Segments of Internet Users in Mexico

This post is also available in: Spanish

The Estudio de consumo de medios entre internautas mexicanos (Study of Media Consumption Among Mexican Internet Users) was recently published by IAB México, Millward Brown and Televisa.com. Beyond highlighting important tendencies among Mexican Internet users, this study also identified several key segments in the country’s online audience. Among them were:

  1. Executives: middle and upper management at firms.
  2. Teens: Defined as Internet users between 13 and 18, at 25% this is the largest subgroup among México’s Internet users.
  3. Digital moms: women with children aged o to 12.
  4. Heavy users: people who use the Internet more than 5 hours a day and who find the medium to be indispensable.

Connection Keys
Reaching these different segments is a matter of matching each one with the right media. Here’s how to do it.

EXECUTIVES>>>Not surprisingly, this segment reads business news. US Media Consulting represents The Wall Street Journal in Latin America and this site has good reach with Mexican executives (113,000 unique monthly users). In addition, we work closely with many other online business media in the region, including CNNExpansion (695,000 uniques per month) Bloomberg (101,000 uniques per month), Forbes (132,000 uniques per month), El Economista (328,000 uniques per month), Reuters (204,000 uniques per month), AOL Money (103,000 uniques per month) e International Business Times (143,000 uniques per month): in other words, 9 out of the 10 top finance news sites in México.
As such, we can create an effective campaign with very competitive rates to reach the executive segment of Mexico’s Internet users.

HEAVY USERS>>>This segment not only spends lots of time online but also is very aware of the continual changes in the tech world. This means that this segment spends a lot of time on tech sites. US Media Consulting Works directly with some of the top tech sites in México, including CNET, NetShelter, IDG and Kioskea. As such, we can put together a very effective campaign with highly competitive rates to reach the heavy users segment of Mexican Internet users.
Now, beyond just tech sites, it’s important to note that this IAB México study indicates that heavy users have a greater tendency to go online with smartphones than the average Mexican Internet user. In addition, the study points out that heavy users also have a tendency to watch online videos. As such, to reach this segment of Mexican Internet users we would also recommend a mobile ad campaign on Jumba Mobile Network—a mobile ad network we operate that has more than 150 mobile sites—and another on Jumba Video Network, an ad network focused on online video Web sites.

DIGITAL MOMS>>>This segment tends to favor lifestyle sites to read about topics like family, home, beauty, fashion, etc. In addition, according to study results, this segment also tends to watch TV shows online more than other Internet users in Mexico. US Media Consulting has worked extensively with various web sites with a significant female audience in Mexico, including Enfemenino.com (2.2 unique monthly users), Glam Media’s sites (3.5 million uniques/month), as well as with Web sites with TV shows like tv.com, the insider.com and more.
As such, we can create an effective campaign with highly competitive rates to reach the digital moms segment of Mexican Internet users.

TEENS>>>This segment stands out because of its predilection for online games and for listening to music online. US Media Consulting works extensively with various game sites with strong audiences in Latin America, among them Gamespot and IGN. In addition, US Media Consulting represents last.fm—which has more than 668,000 uniques in Mexico—and also works with a number of other top sites, including Grooveshark (569,000 monthly uniques) and Metrolyrics (620,000 monthly uniques).
As such, we can create an effective campaign with highly competitive rates to reach the teens segment of Internet users in Mexico.

To find out how we can help you reach Internet users in Mexico or in any other market in Latin America, please contact us.

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