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While most brands know how their specific customers behave, it’s important to work in outside research that could capture larger trends that you may not be seeing with your target. In the case of Mexican Internet users, evolving technology use leads to changes that brands should be aware of so that they’re ready to adjust plans or campaigns as needed. With that mind, here is some research from late this year on Mexican Internet users that could have impact next year:
#1 SIZE, USAGE & ADVERTISING
- In 2015 there will be 65 million Internet users in Mexico and by 2018 there will be 80 million*
- Mexican Internet users spend an average of 9 hours a day online, up from around 6 hours a day in 2012**
- 77% of Mexican Internet users say they see online advertising several times a day while 13% say they see it once a day**
- Online ad recall among Mexican Internet users is highest for Coca-Cola, followed by(in descending order) Nike, Linio, Best Day, Adidas, Bancomer, Netflix, Aeromexico, Telcel and Samsung**
- Nearly half (46%) of Mexican Internet users have bought a product after seeing online advertising**
- Online advertising in Mexico reached US$654 million in 2013, an increase of 31% compared to 2012***
- The fastest-growing online ad formats in Mexico are social media and video: social media advertising’s share of display ad revenue went up by 11% between 2012 and 2013 and video’s share went up 5% in the same period***
Sources: *eMarketer, **Asociación Mexicana de Internet, ***IAB México
#2 ONLINE RESEARCH AND PURCHASES
- 70% of Mexican consumers recently surveyed said they made their last leisure flight purchase online*
- 53% of Mexican Internet users said they research products both online and offline*
- The most common products that Mexican internautas research online to buy offline are insurance (60%), movie tickets (59%), TV sets (53%) and appliances (46%)**
- 50% of Mexican Internet users make online payments and what they most commonly pay for are payment for home services (47%), payment for mobile phone service (38%), tickets to events (31%), computer products (30%), electronics (29%) and travel (29%)**
- 11.5 million Mexicans use online banking, 40% more than in 2011***
Sources: *TNS & Google, **MercadoPago e IPSOS Marketing, ***Banamex
#3 MOBILE
- Of the 103 million active mobile lines in Mexico in June 2014, 42.3% were associated with the purchase of a smartphone*
- Smartphone penetration could reach 50% in Mexico by 2015*
- In the second quarter of 2014 tablet sales in Mexico went up by 107% to reach 1.8 million**
- Smartphone sales reached 6.7 million units in Mexico during Q2 2014 which is 24% growth compared to the same period in 2013**
- 33% of Mexican smartphone users used their device during their last purchase, compared to 14% of Canadians, 22% of Brazilians and 20% of Argentines***
- 95.6% of Mexican Internet users say they use social media with a smartphone****
- 58% of Mexican smartphone users watch videos with their phones every week*****
Sources:*The Competitive Intelligence Unit, **IDC, ***TNS & Google, ****Asociación Mexicana de Internet, *****ConsumerLab Ericsson
#4 SOCIAL MEDIA
- 94% of Mexican Internet users have at least 1 social media account*
- 68% of Mexican Internet users update their social media profiles daily**
- Mexican Internet users spend an average of 6 hours a day on social media***
- 72% of Mexican Internet users follow brands on social media***
- 66% would not pay for membership in a social network***
- The main reason that Mexican Internet users (64% of them) follow brands on social media is to learn more about them***
- The second reason that Mexican Internet users (58% of them) follow brands on social media is to get good deals***
- 98% of Mexican Internet users are on Facebook, 80% are on YouTube, nearly 72% are on Google+, 71% are on LinkedIn and 63% are on Instagram***
- When it comes to social media advertising, Nike, Coca-Cola, Apple, Adidas and Dafiti have the best ad recall among Mexican Internet users***
Sources: *The Competitive Intelligence Unit,**YouTube Latin America, ***Asociación Mexicana de Internet
Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.