Category Archives: Mexico

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The Hottest Pay TV Markets in Latin America

Argentina is the top pay TV market in Latin America in terms of penetration, followed by Venezuela and Puerto Rico. Business Bureau—a leading firm specialized in consulting, research and marketing intelligence for pay TV and multiplatforms—recently reported on its market estimates for Latin America. Here’s a look at individual Latam markets in terms of pay TV penetration, which is calculated by dividing subscribers by the total amount of homes in each country.

Argentina                                84.5%

Venezuela                               70.3%

Puerto Rico                             63%

Uruguay                                   62.1%

Colombia                                 61.2%

Chile                                         61%

Honduras                                 58.8%

Mexico                                      56.7%

Brazil                                        42.7%

Ecuador                                    38.9%

Peru                                          33.5%

Market Sizes
Not surprisingly, Brazil is the largest pay TV market in Latin America—Business Bureau reports that it has more than 26 million subscribers. Here’s a breakdown of the top pay TV markets in Latin America in terms of the total amount of subscribers:

Brazil                                       26.2 million

Mexico                                     17.1 million

Argentina                                11 million

Colombia                                 7.98 million

Venezuela                               5.4 million

Chile                                        3.2 million

Peru                                        2.6 million

Ecuador                                   1.6 million

Honduras                                950,873

Puerto Rico                             873,595

Uruguay                                   753,787

Overall, Business Bureau indicates that there are 77.7 million pay TV subscribers in Latin America and that overall penetration is at 53%.

Cable vs. Satellite
The type of subscription varies by market, with cable having a stronger market share in some and satellite dominating in others. Here’s a quick look by market (click on the image to enlarge it):

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To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

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Using Behavior to Reach Latin American Internet Users

In targeting the Latam online audience, understanding their behavior and activities is crucial to initiate and later optimize campaigns. A recent study from JWT polled thousands of Latin American Internet users in countries like Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Puerto Rico and Venezuela. The JWT study includes some behavioral data that could be helpful for agencies and advertisers. Here are some of the key takeaways:

# social tv
#1 Consider a Social TV Campaign

Nearly 6 out of 10 (58%) of Latin American Internet users say that they watch TV while online. And since we know that mobile Internet is growing hugely in Latam (along with tablet and smartphone acquisition), it stands to reason that these internautas are going online with mobile devices while watching TV.  In fact, significant percentages of Latin Americans in the JWT study report that they go online with mobile devices:

  • 58% of Brazilians
  • 66% of Chileans
  • 61% of Venezuelans
  • 62% of Puerto Ricans
  • 57% of Mexicans
  • 54% of Colombians
  • 54% of Ecuadorians
  • 49% of Argentines
  • 44% of Peruvians

Further supporting this is a study from Ericsson that revealed that 62% of Argentines, Brazilians and Mexicans go online with mobile devices and another on Chileans doing the same.
As such, agencies and advertisers may want to explore the possibilities with the Shazam mobile app and other solutions that combine TV advertising with mobile components.

#2 Up Investment in Online Video & Music Sites

Nearly 7 in 10 (67%) of Latin American Internet users say they watch or download online videos, while 58% download music and 30% stream radio. Also, more than half (53%) say that they listen to music online. Besides exploring programmatic buying of ads on video sites to improve efficiency and overall investment in online video advertising, brands and agencies can also evaluate the opportunities offered by sites like Deezer, the world’s leading legal music streaming service.

mobile money
#3 Put Money in Mobile

While 89% of Latin American Internet users access the Internet from a PC at home, the #2 device they use is a smartphone: 56% go online with these. And 24% go online with tablets, compared to 32% going online from a PC at work and 17% connecting via a PC at school and 13% using a PC at an Internet café. A recent study from PriceWaterhouseCoopers offers some ideas for crafting mobile campaigns that appeal to Brazilians and it may have applicability for the rest of Latam. Regardless, device adoption suggests that our online campaigns need a significant mobile component just to continue reaching Latam Internet users that rely more and more on these devices to connect.

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#4 Be Smart about Social

Not surprisingly, the JWT study shows that 76% of Latin American Internet users engage in social networking every day. The tricky part for agencies and advertisers is that there’s pressure to stay current with all the new networks that are popping up. While many of these social networks can offer some interesting opportunities to connect with certain niche groups, the key metric to factor in is time spent. A 2014 report from comScore indicates that more than 95% of the time that Latin Americans spend on social media sites is spent on Facebook, so this suggests that we should weigh our investments accordingly. Otherwise, despite the growth of Twitter and LinkedIn, brands may not see good results with campaigns, simply because people aren’t on these long enough to see ads. With Facebook, retargeting through Facebook Exchange may be a way to maximize reach because of its basis in proven behavior, as opposed to sponsored posts or other types of ads.

Contact us to learn more about how we can help with a variety of these tactics, media and platform, including programmatic buying of display or online video ads, campaigns on Shazam or Deezer, mobile advertising and retargeting via Facebook Exchange.

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14 Latam Social Media Keys for Agencies and Advertisers

Recently comScore released a major report on social media in Latin America. To help agencies and advertisers make decisions based on the data, we decided to break down the key highlights that could affect approaches, strategies and campaigns.


>>>Time: Latin Americans spend more time on social media than Internet users from any other region in the world

>>>Volume: Social media sites receive 59 million daily unique visitors from Latin America

>>>Youth: More than 60% of social media users in Latin America are 15 to 34, 20% are 35-44 and 20% are over 45

>>>Dominance: Facebook takes up 95.6% of the time that Latin Americans spend on social media while combined, the rest of the social sites (Twitter,, Badoo, Tumblr, LinkedIn, Vostu, Taringa) take up the remaining 4.4% of the time

>>>Deep Reach:  Social media reaches 95.8% of Latin American Internet users and has its deepest reach among Internet users in Mexico (98%), Argentina (97.5%), Peru (97.2%), Chile (97.1%) and Colombia (96.8%)

>>>Share This: ComScore classifies the ShareThis widget (which does allow firms to advertise on it) as the #2 social media site in all of Latin America in terms of total unique visitors


As part of its report, comScore included data from Shareablee, a partner that measures social media activity that’s relevant to brands. That’s because aside from ads on social media, firms look to measure if social media users interact, use and share content to help get a sense of ROI from social media activity that can’t be measured directly (like a banner ad or sponsored post). One of the recent trends has been simple growth:

  • Fan growth in Latin America was 194% between January 2013 and January 2014
  • Fan growth in several Latam markets was also high in this period: 173% in Argentina, 179% in Brazil, 314% in Chile, 255% in Colombia, 196% in Mexico and 205% in Peru
  • Engagement with Facebook pages in Latin America went up by 110% between January  2013 and June 2014


There has been a massive increase in Instagram activity in Latin America since January 2013, with surges in Argentina (171%), Brazil (751%), Chile (183%), Colombia (52,000%), Mexico (2,082%) and Peru (1278%). These numbers refer to the increases in monthly actions on Instagram. So for example, in January 2013 there were 452,000 actions on Instagram in Brazil. But by June 2014 there were 3.8 million actions on Instagram, an increase of 751%.

Of course, it’s important to note that Instagram actions represent a small part of the total amount of actions on social media. ComScore points out that of the 633 million social media actions in Latam during the first quarter of 2014, 97% were on Facebook, with 1.5% on Instagram and 1.2% on Twitter.


Overall, users in Brazil, Mexico and other countries tend to like social media content more than share it. For instance, when it came to content posted on Facebook, Instagram and Twitter, Brazilian social media users tended to like content 75% of the time, commented on it 5% of the time and shared it 19% of the time. In comparison, Mexican social media users liked content 83% of the time but shared it only 12% of the time.

That said, sharing mostly rose in Latin America between January 2013 and June 2014:

  • Argentina                            +30%
  • Chile                                      +93%
  • Colombia                             +129%
  • Peru                                      +71%
  • Mexico                                 +189%


Latin Americans mostly seem to be posting more on Facebook since January 2013. Monthly Facebook posts per brand in Latin America went up by 29%. Here’s a look at the changes in each country:

  • Argentina                            +16%
  • Brazil                                     -5%
  • Chile                                      +8%
  • Colombia                             +34%
  • Mexico                                 +37%
  • Peru                                      +79%

In terms of the type of content posted on Facebook, here’s a breakdown:

  • Photos                                  78%
  • Links                                      14%
  • Status                                   4%
  • Video                                    3%

When Shareablee looked at the type of content that generated the most engagement on Facebook, globally photos had a 99.4% engagement while other types of content like video (0.4%), status (0.1%) and links (0.1%) had much lower levels of engagement. The pattern seems to hold up in Latin American markets, with photos accounting for 88% of the Facebook engagement in Mexico.

question mark with speech bubles, vector on the abstract background

Shareablee also considered whether brands use questions as part of their calls to actions with Facebook posts and the large majority (87%) of posts did not. However, the firm observes that Media/News/Publishing pages in Mexico that included questions in their 2014 posts have observed a 37% increase in engagement up to now.

Taking Advantage of This
In looking at these results, advertisers and agencies can leverage these results in several ways:

  • Focus efforts on Facebook because it has a gigantic reach advantage over other social networks
  • Allocate an appropriate amount of resources to Instagram due to its rising popularity
  • Use powerful images in ads because photos dominate engagement
  • Consider employing more photos in content marketing efforts, adding some subtle branding and messaging to lead to conversion.

Contact us to find out more about how we can help your firm use Facebook retargeting and other social media advertising  in successful campaigns.


Earth boy - South America

US Media Consulting Releases 2014 Latin American Media Market Report

US Media Consulting, a leading media services and technology firm, has released its 2014 Latin American Media Market Report. The report offers the latest data in a wide range of areas, including:

  • Media penetration in Latin America for all major forms of media
  • Media consumption in major Latam markets
  • Ad spend projections for Latin America
  • Breakdowns of ad spend by medium in key markets
  • Data on the growth of newspaper circulation in Latin America in 2013
  • Social media usage and fastest-growing social sites in Latin America
  • The pay TV market in Latin America
  • Latest data on Latin America’s mobile market and e-commerce

And much more.

Click here to download the study.

To find out more about how we can help your agency increase its efficiencies with media services or the latest in media technology, please contact us.


The Top Advertisers in Latin America

IBOPE has published the latest edition of its MediaBook and one of the key data points is the companies that invested the most in advertising in 2013.

While IBOPE did not publish data for Mexico, the top online advertisers in Mexico in 2013 can be found here.

Below we list the top advertisers for key markets in Latin America, ranking them in descending order and including the amounts in dollars.


  1. Unilever: $708 million
  2. Genomma Lab: $637 million
  3. Presidency of Argentina: $469 million
  4. Procter & Gamble: $426 million
  5. Coca Cola: $324 million
  6. Danone: $244 million
  7. Telecom: $228 million
  8. Grupo Telefónica: $224 million
  9. Quilmes: $216 million
  10. SC Johnson: $211 million


  1. Unilever Brasil: $2.1 billion
  2. Casa Bahia: $1.5 billion
  3. Genomma: $1.1 billion
  4. Ambev: $804 million
  5. Caixa (GFC): $771 million
  6. Petrobras: $655 million
  7. Hypermarcas: $566 million
  8. Volkswagen: $555 million
  9. Reckitt Benckiser: $519 million
  10. Fiat: $503 million


  1. Procter and Gamble Chile: $209 million
  2. Falabella: $205 million
  3. Unilever: $191 million
  4. Nestle Chile: $99.6 million
  5. Ecusa: $93 million
  6. Entel PCS: $92 million
  7. Sodimac: $90 million
  8. Movistar: $81.4 million
  9. Sociedad Productores de Leche: $81.3 million
  10. Loreal: $77.4 million


  1. Postobon: $94.4 million
  2. Procter &Gamble: $88.2 million
  3. Unilever Andina: $69 million
  4. Claro: $67 million
  5. Claro Soluciones Fijas: $63 million
  6. Tecnoquimicas: $62.715 million
  7. Almacenes Éxito: $62.711 million
  8. Telefonica MoviStar: $58 million
  9. Genomma Lab Colombia: $57 million
  10. Coca Coca: $56.7 million


  1. Colgate Palmolive: $10.5 million
  2. Unilever: $10 million
  3. Banco Nacional Costa Rica: $9.6 million
  4. ICE: $8.8 million
  5. Procter and Gamble: $5.9 million
  6. Banco de Costa Rica: $5.884 million
  7. América Móvil: $5.833 million
  8. Genomma Laboratories: $5.828 million
  9. Gollo: $4.79 million
  10. Tica Panamco: $4.74 million


  1. National Government: $107 million
  2. Unilever Andina: $99.6 million
  3. Conecel: $76.6 million
  4. Genomma Lab: $59 million
  5. Lotería Nacional: $52.6 million
  6. Johnson & Johnson: $50 million
  7. Otecel: $48 million
  8. Colgate Palmolive del Ecuador: $45 million
  9. La Fabril: $39 million
  10. Quala: $37 million


  1. Interacel: $30.7 million
  2. TV Offer: $27.8 million
  3. Telepromos: $26.1 million
  4. Pepsi: $20 million
  5. Procter & Gamble: $18.88 million
  6. Genomma Lab: $18.87 million
  7. Colgate Palmolive: $17.7 million
  8. Ambev Centroamérica: $16.8 million
  9. Unilever: $15 million
  10. Sears: $14.3 million


  1. Genomma Lab: $24 million
  2. Tigo: $13.4 million
  3. Claro: $9.9 million
  4. Diunsa: $9.5 million
  5. FICOHSA: $8.1 million
  6. Banco AtlántidaL $7,2 million
  7. La Colonia: $6.5 million
  8. Unilever: $6.2 million
  9. Pepsi: $5.9 million
  10. BAC Honduras: $5.7 million


  1. Tova SA: $21.3 million
  2. Cable & Wireless: $19.6 million
  3. Claro Panama: $19.4 million
  4. Dist Comercial: $16.5 million
  5. Super Xtra: $11 million
  6. Importadora Ricamar: $10.7 million
  7. Digicel: $10.5 million
  8. Minipresidencia: $8.9 million
  9. Jose Domingo Arias: $8.4 million
  10. Bayer: $8 million


  1. Interacel: $23.6 million
  2. Telecel: $22.5 million
  3. Unilever: $18 million
  4. Chena Ventures: $13.8 million
  5. Nucleo: $13.2 million
  6. National Government: $12.5 billion
  7. Gambling: $11 million
  8. Paraguay Refrescos: $10.1 million
  9. Servicios Digitales: $9.3 million
  10. Talisman: 8.9 million


  1. Procter & Gamble: $243 million
  2. Alicorp: $155 million
  3. Telefónica Móviles: $75.9 million
  4. América Móvil Perú: $73.8 million
  5. Saga Falabella: $71 million
  6. Coca Cola: $66.4 million
  7. Unilever Andina Perú: $63 million
  8. Nestlé Perú: $62.8 million
  9.  Quality Products: $62.3 million
  10.  UCP Backus y Johnston: $60.3 million


  1. Unilever: $58 million
  2. Loreal: $42.3 million
  3. Antel: $28.9 million
  4. Fábricas Nacionales de Cerveza: $28.8 million
  5. SC Johnson: $28.7 million
  6. Conaprole: $23.3 million
  7. Coca Cola: $22.9 million
  8. Fucac: $22.4 million
  9. Motociclo: $19.6 million
  10. Chic Parisien: $18.3 million


To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.



rocket use

8 Reasons Why Latin America’s Media Market Is Set to Skyrocket

While overall economic growth for Latin America is not projected to be stratospheric, it’s clear that there has been a historic rise of the middle class taking place. That shift is leading to lots of purchases by a whole new set of consumers. As a result, there will be a very positive impact on Latin America’s media market, good news for advertising, marketing and media agencies.

This month PriceWaterhouseCoopers (PwC) released its latest report, Global Entertainment and Media Outlook 2014-2018. A number of the firm’s predictions suggest a very favorable outlook for the Latin American media and advertising industry, including:

#1 The ‘BRIM’ Markets Will Drive Growth

This refers to Brazil, Russia, India and Mexico, all of which will contribute significantly to the world’s media growth over the next few years. In fact, these 4 markets will account for 8.5% of global entertainment revenue, a big increase from 2009 (in which they accounted for 5.2%). By 2018 these BRIM media markets should strengthen considerably:

  • By 2018 the Mexican media market will see revenues of US$34 billion
  • By 2018 the Brazilian media market will see revenues of US$66 billion

In comparison, the Indian media market will produce US$39 billion in revenues in 2018, while Russia’s media market will produce US$42 billion in revenues.

#2 Argentina’s Media Market about to Join the Major Global Media Markets
According to PwC, Argentina, South Africa, Turkey and Indonesia are the four countries that will be transitioning into higher-growth, large-scale markets over the next few years. The forecast growth rates for these markets are between 7% and 11% over the next 4 years.

#3 Argentina and Venezuela Are the Fastest-Growing Radio Markets in the World

According to PwC, Argentina’s radio market will grow by an average of 14% a year between 2014 and 2018. Venezuela’s radio market will grow by an average of 13.7% a year between 2014 and 2018. While other countries like Mexico will have good growth in their radio markets in the next few years, Argentina and Venezuela are the leaders in this area. For its part, Brazil’s radio market will grow by 3.4% a year between 2014 and 2018.

#4 Five Latam Markets to Have High Growth in Out of Home (OOH) Advertising

The firm’s report indicates that the following five Latin American countries will experience annual growth of 5% or more in their OOH markets between now and 2018: Argentina, Brazil, Chile, Colombia and Peru.

#5 Six Latin American Markets to See Growth in Magazine Advertising
PwC predicts annual growth of nearly 5% a year for Brazil’s magazine market between 2014 and 2018, and positive growth for the magazine markets of Argentina, Chile, Colombia, Mexico, Peru and Venezuela.


#6 Seven Latin American Markets to See Growth in Newspaper Advertising
Despite the challenges with newspaper advertising in markets like Canada, the United States, Germany and Italy, several markets in Latam will see growth in the coming years. According to PwC, Brazil and Mexico are among the higher-growth, larger-scale newspaper markets in the world. The Brazilian and Mexican newspaper markets will have positive annual growth between 2014 and 2018 and each will be worth  more than US$2 billion by 2018. In addition, the newspaper markets of Argentina, Chile, Colombia, Peru and Venezuela will all post growth between 2014 and 2018.

#7 Seven Latin American Markets Will Post Strong Growth TV Advertising

Brazil’s TV advertising market will grow by more than 5% annually between 2014 and 2018 and be worth more than US$4 billion by 2018. For their part, the TV advertising markets of Argentina, Chile, Colombia, Mexico, Peru and Venezuela will also grow by 5% or more per year between 2014 and 2018.

#8 Seven Latin American Markets will Post Significant Growth in Internet Advertising

The growth in advertising in Latin America that is predicted won’t just be for traditional media. PwC projects that between 2014 and 2018 the Internet advertising market will grow by 11% or more per year in Brazil, Mexico, Argentina, Colombia and Venezuela. In Chile and Peru the online advertising market will grow well between 2014 and 2018 but will be less than 11% a year.

To find out more about how we help agencies in Latin America maximize their efficiencies through media services and technology, please click here.

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The Top 10 Growth Markets in Latin America

In pursuing new business in Latin America, it can be helpful for agencies to discover the sectors in the region that are notching more sales and expanding. We reviewed a combination of data, including industry reports and projections, to identify the top growth markets in Latam.


In January 2014 Nielsen reported that Latin American consumers have one of the highest purchase intents in the world for cars: 75% plan to buy a new or used car this year, 10% above the global average. This strong purchase intent reflects sales growth in different Latam markets:


While there haven’t been numbers reported for all of Latin America, a number of individual markets in the region have posted notable growth in the cosmetics sector:

Blue diamond

According to Erez Akerman, president of the Bolsa de Diamantes de Panama (Panama Diamond Exchange), the diamond market in Latin America is posting more than US$8 billion in annual sales and is projected to have 25% growth this year.

4 drink
Energy Drinks

Growth in this sector dates back to 2007. Food and drink consultant firm Zenith International reported that the average annual growth in the energy drink market in Latin America was 25% between 2007 and 2012. The value of the energy drink market in Latin America went up by an average of 22% per year between 2007 and 2012. The top-consuming energy drink markets include Brazil (with 56% of the overall market), Argentina (nearly 18%), Mexico (15%), Colombia (4.5%) and Chile (4%).
The firm Research and Markets recently release a report in which it indicated that the energy drink market in Latin America will grow at a current adjusted growth rate (CAGR) of 21% in revenue between now and 2018.

5 hotels

A recent study from Jones Lang LaSalle projects that the Latin American hotel industry will increase its room supply by 65% over the next 10 years. In March 2014 Brazil had nearly 13,000 hotel rooms under construction, while in the same month Mexico had 162 hotels in the planning/construction phase. According to the STR Construction report, other Latam countries have significant amounts of hotel rooms under construction, including Colombia (2,805), Panama (1,919), Argentina (1,719), Chile (985) and Costa Rica (899).

6 luxury

According to Euromonitor, in 2013 Latin America led the world in luxury market growth. The firm noted that in 2013 Latin America posted 24% growth in the amount of luxury outlets and 22% growth in luxury outlets sales growth. The #2 region in luxury growth was the Middle East, with nearly 14% growth in the number of luxury outlets and 22% growth in sales at luxury outlets.
Among the top luxury growth markets in Latin America:

7 otc
Over-the-Counter Pharmaceuticals

According to TechNavio, the over-the-counter (OTC) pharmaceuticals market in Latin America will have a CAGR of more than 14% between 2013 and 2018.

8 pets

Although no recent pet market data for all of Latam is available for 2013, Euromonitor noted a 44% increase in spending on pet products in Latin America between 2006 and 2011. In addition, it was recently reported that pet supermarkets Petco and Gigante will invest US$50 million in the opening of 50 new stores in Mexico and Latin America. Individual Latam markets are also showing good growth in the pet product sector:

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TV sets

With the World Cup, it’s projected that TV sales will increase in a variety of Latin American markets:

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The year 2012 marked the first time that sales of traditional toys and games in Latin America surpassed US$10 billion, according to Euromonitor. The firm forecasts a 7% CAGR for the Brazilian toy market between 2012 and 2017, with spending per child increasing from US$81 in 2012 to US$125 in 2017. Euromonitor also projects that the Mexican toy market will be worth more than US$300 million by 2017. Other relevant numbers to take into account include:

To find out more how we can help you reach Latin American consumers with a targeted media campaign, please contact us.

game of thrones pay tv latam

Pay TV Keeps Growing Strongly in Latin America

A recent report from research firm Business Bureau indicates that at the end of 2013 pay TV reached nearly 79 million homes in Latin America. Here’s a quick look at the top markets and the gains in subscribers.

Deepest Penetration
These are the markets where pay TV has the best reach:

  • Argentina: 83%
  • Chile: 69%
  • Venezuela: 68%
  • Puerto Rico: 62%
  • Uruguay: 61%
  • Colombia: 60%
  • Peru: 60%
  • Honduras: 58%
  • Mexico: 53%
  • Brazil: 42%

Biggest Markets
Brazil, Mexico and Argentina remain the largest pay TV subscribers in the region. Here are the latest figures for each:

  • Brazil: At the end of February 2014, 18.2 million homes in Brazil subscribed to pay TV,  which translates into an audience of 60 million.
  • Mexico: In December 2013 Mexico had 14.7 million pay TV subscribers, which translates into an audience of about 58 million.
  • Argentina: In December 2013 Argentina had 9.8 million pay TV subscribers, which translates into an audience of about 30 million.

Latam’s Growth Markets in Pay TV
Here’s a look at some of the markets that are showing noteworthy gains in pay TV:

  • Ecuador had nearly 1 million pay TV subscribers at the end of 2013, growing by 45% last year
  • Chile reached 2.55 million pay TV subscribers in December 2013, which represents 18% growth since December 2012
  • Uruguay had 677,000 pay TV subscribers in September 2013 and is projected to reached 85% penetration and more than a million subscribers by 2017
  • Colombia’s pay TV market grew by 13% in 2013 to reach 7.75 million subscribers*

*This figure factors in underreporting and pirated service

To find out more how we can help you reach Latin American consumers via a campaign on pay TV or with any other type of media, please contact us.

7 facts Mexico internet users

7 Surprising Facts about Mexican Internet Users

Recent research from the World Internet Project offers an in-depth look at Mexican Internet users. This analysis included some unexpected revelations about this audience, and we decided to break down some of the main ones to help media, marketing and advertising professionals develop their future online campaigns in Mexico.

#1 Massive Growth
The World Internet Project reported that there are 59 million Internet users in Mexico, significantly more than the 52 million reported by IAB Mexico in July 2013 and the 45 million indicated by Asociación Mexicana del Internet in May 2013. With a total population of 118 million in Mexico, this means that Internet penetration in Mexico is at 50%, a rate comparable with that of Brazil, Latam’s #1 Internet market in terms of users. In addition, the country seems on track to exceed the 65 million mark of Internet users that was projected for 2015 by the Latin America & Caribbean Network Information Centre.
Taking advantage: Given this rapid expansion of the Internet audience in Mexico, brands clearly should increase their online ad investment. Beyond targeted buys on premium sites, programmatic buys may also be a good solution for reaching this massive audience.

#2 Targeting Teens
The largest age group among Mexican Internet users is 12 to 18. Teens make up 24% of Mexico’s Internet users and total 14.3 million. This is significant for advertisers since studies show that 41% of Mexico’s teens have jobs. Nearly half (49%) spend most of their income on food and drinks for their homes since many are highly involved in helping to support their families.
Taking advantage: Investing more in online when promoting a product that is a strong fit for this demographic, including gaming, acne medications, etc.

#3 Changing Classes
While Internet penetration was virtually unchanged between 2012 and 2013 for ABC+ and C Típico classes in Mexico, the D+ class showed a 7% increase in Internet penetration between 2012 and 2013.
In fact, while classes ABC+ are still the largest socioeconomic group among Mexican Internet users in terms of sheer numbers (17.4 million), D+ has become the largest group from a percentage standpoint: 36% of Mexican Internet users are from this socioeconomic class. In contrast, 27% are from classes ABC+, 19% are from Class C Típico and 17% are from class D-.
Taking advantage: Brands should evaluate the fit between a their products and Class D+ and explore using online campaigns to target this segment if the fit is there.

#4 Make It Mobile
In 2012, only 34% of Mexicans reported using their cell phones to go online. But in 2013 more than 6 out of 10 Mexican Internet users (64%) said that they use cell phones to go online.
Taking advantage: Besides creating mobile-friendly landing pages and sites, adding a strong mobile component to all online ad campaigns in Mexico.

#5 More Time Online
One advantage in targeting Mexican Internet users is the huge amount of time they spend using the medium. According to World Internet Project, Mexican Internet users average 41 hours a week online, nearly 6 hours a day. In contrast, Mexican Internet users only spend 13 hours a week watching TV, 14 hours listening to the radio and 3 hours a week reading newspapers.
Taking advantage: Weighing ad investments targeting the Mexican online audience according to their clear preference for the Internet above all other media.

#6 Multitasking
The study results show more multiscreen use among Mexican Internet users than ever before. More than 4 of 10 (43%) always perform another activity while watching TV, and the two most popular activities are surfing the Internet with a cell phone and going on social media. Mexican Internet users also report going on social media as the #1 activity they engage in while using their cell phones or listening the radio.
Taking advantage: Explore Shazam’s advertising solutions because they integrate TV, social media and mobile.

#7 Social Media Rules
Not surprisingly, the study shows how social media have become the prime reason that Mexicans go online, following a similar pattern that exists in the United States, Europe and the rest of Latin America. Except for using the Internet to make or receive phone calls, other online activities that were once popular have gone down in popularity, including checking email, instant messaging and chatting in forums. In addition, 45% of Mexican Internet users follow a brand on social media and the most popular reason for doing this is to get discounts.
Taking advantage: Brands can try tests with Facebook retargeting to take advantage of the dominance of this social site, as well as ad campaigns using sponsored posts and other options.

To find out more about how we can help you take advantage of these developments in Mexico’s Internet audience via our range of targeted solutions, please contact us.