Tag Archives: Latin Link Jesus Benitez

Mexico Internet

6 of the Hottest Online Trends in Mexico

According to the Asociación Mexicana de Internet (AMIPCI), there are 45 million Internet users in Mexico. The #2 online market in all of Latin America—second only to Brazil—shows no signs of slowing down. After reviewing the data from recent studies, we’ve identified a number of key trends that professionals in marketing, media and advertising should focus on.

#1 Internet ad spend continues growing strongly. In June 2013 IAB México announced that online ad spend in Mexico had increased by 38% in 2012, from 4.6 billion pesos (US$350 million) in 2011 to 6.3 billion (US$479 billion) in 2012. Overall, since 2008 online ad spend in Mexico has increased by nearly 150%. While no ad spend figures are yet available for 2012, in 2011 Internet took up 7% of the ad spend in Mexico, a percentage higher than that of magazines (3%) and very close to newspapers (8%), out of home (8%) and radio (9%).

#2 E-commerce continues powerful growth in Mexico. According to AMIPCI, e-commerce grew by 46% in 2012 to reach nearly 80 billion pesos (US$6 billion). In 2008, these sales totaled just under 20 million pesos—meaning that e-commerce in Mexico has quadrupled over the past 4 years. Also of note is that in 2012, the months with the highest volume of online sales in Mexico were August, November and December.

#3 A massive mobile market is emerging. According to Ericsson, by 2018 Mexico will have more than 150 million active mobile subscriptions.  These projections are likely to be driven by surging sales in smartphones (16 million expected to be sold in 2013) and tablets (2.2 million expected to be sold in 2013) and significant gains in mobile broadband adoption. In fact, for the first trimester of 2013, the Comisión Federal de Telecomunicaciones reported an increase of 39% in mobile broadband connections in Mexico.
Looking forward, eMarketer recently estimated that there is 22.6% smartphone penetration in Mexico and that it will reach 43.6% by 2017. In addition, recent data from Ipsos OTX indicates that 48% of Mexican Internet users would prefer to make payments with a smartphone or tablet instead of using their wallets—this was a higher rate of interest than Internet users in Argentina, Brazil, Canada and even the United States.

#4 Online video maintains powerful reach in Mexico. Recent data from comScore indicates that 81% of Mexican Internet users watch online videos. That’s a potential audience of 36 million that advertisers can reach through this cost-efficient, effective solution. Despite this, eMarketer observes that there is a puzzling gap between the audience and the advertising: only 2% of online advertising spend in Mexico is directed toward videos. This discrepancy can well offer an impactful way for brands to connect with audiences—before this practice becomes commonplace and the field gets crowded.

#5 Internet activity is highest during the week. According to the AMIPCI study, 82% of Mexican Internet users connect on Mondays, 77% on Tuesdays, 80% on Wednesdays, 77% on Thursdays and 85% on Fridays. In contrast, only 62% of Mexican Internet users go online on Saturdays and only 47% connect to the Internet on Sundays.

#6 Social media engagement remains high. AMIPCI’s results indicate that 93% of Mexican Internet users report using at least one social network and when asked to rank their main online activities, 82% of the internautas said that going on social media is one of them. Only searching for information (84%) and sending/receiving emails (87%) ranked higher.
Not surprisingly, Facebook has the deepest reach among social sites in Mexico (82%), followed by Blogger with 42% reach and 12.1 million unique users in May 2013. Among the social sites with strong recent growth in Mexico are ask.fm (a massive 10,000% growth since May 2012), Pinterest (124% growth since May 2012), Tumblr (107% growth since May 2012) and LinkedIn (88% growth since June 2012).

To find out how we can help you reach Mexican consumers via media campaigns of all types, please contact us.

4 of the Biggest Myths about Online Advertising in Mexico

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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4 groups clave

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

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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mexico phone

42 Insights into Mexican Mobile Users

While we’ve received some good data on mobile device use in Mexico from Google’s Our Mobile Planet study and from the Asociación Mexicana de Internet (AMIPCI), IAB Mexico’s most recent study seems to be the largest thus far on the country’s mobile users.

After reviewing the study, we’ve identified some of the key findings to help advertisers, marketers and media professionals better target this audience.

Activities
Mexican mobile device users carry out 4 main types of activities with their mobile devices:

  • 91% use them for basic activities (calls, texting, scheduling, setting an alarm)
  • 70% use them for entertainment activities (watching videos, listening to music, taking photos, playing games)
  • 38% use them for Internet-related activities (search, surf, social media, chat, email)
  • 21% use them for specialized activities (read news, look at files, bank transactions)

Time
Not surprisingly, Mexican mobile device users who go online with their devices tend to spend more time using their devices, since they report that, on average, Internet-related activities take up more time than basic activities. In addition, the device owners who use them to connect to the Internet spend more time using their phones in general, even for offline activities like taking photos, listening to MP3 music files and texting.

Mobile Ads
Nearly half (49%) of Mexican mobile device users receive ads on their devices. This relatively low percentage should change quickly as both smartphones and tablets deepen their penetration in the Mexican market. And this deeper penetration is indeed happening: smartphone sales in Mexico went up by 26% in the first quarter of 2012 and it’s projected that Mexicans will buy 1.5 million tablets in 2012.

Mobile Ad Recall
While 73% of Mexican mobile device users recall SMS message ads, other types of ads have low recall, including email ads (16%), social media ads (13%), mobile Internet portal ads (12%), app ads (7%), MMS message ads (6%).

Types of Ads Recalled

  • 43% content, i.e. ringtones and games
  • 27% telecommunications
  • 19% travel/tourism
  • 18% health/beauty

Ad Interaction
Of the 49% of Mexican mobile users who receive ads on their devices, 88% report seeing them but much smaller percentages report interacting with these ads, such as by clicking on them (8%), registering (5%) or purchasing  through them (3%).

Ad Interest
Over 65% of Mexican mobile device users say they would like to receive ads on their devices in exchange for some type of benefit. The most popular benefit include more minutes (83%), gifts like movie tickets, trips or subscriptions (44%), free texting (43%) and exclusive discounts (25%)

Mobile Promotions
14% of users have participated in a promotion via their cell phones, including trivia contests (30%), sending a certain number of texts to win a content (28%), trading accumulated points (19%) and data transfer (8%).

 

TRENDS AMONG INTERNET USERS
Mexican mobile device users who go online with their phones are a particularly interesting segment of the country’s mobile audience. As smartphone and tablet adoption keep rising in Mexico, before long this will become the dominant segment of consumers in the country’s mobile market.

As such, here are some pertinent facts about this segment to keep in mind:

Activities
The top activities among Mexican mobile devices users who go online with their devices are:

  • Send texts (70%)
  • Take photos (67%)
  • Listen to music (61%)
  • Play games (52%)
  • Go on social media (52%)

Time
This segment of mobile device users also spends an average of 3 hours a day online with their devices. Since the average Mexican Internet user spends 4 hours and 11 minutes a day on the Internet, this suggests that Mexican mobile device users are using mobile devices for 75% of their daily online time.

GPS
44% of Mexican mobile users who go online with their devices have used a GPS, with 80% of them reporting they use Google maps.

Apps
66% of Mexican mobile users who go online with their devices have downloaded apps during the past year. These users have downloaded an average of 3 apps in the past 6 months and use all of them. The top types of apps downloaded recently by these Mexican mobile device users include Facebook (41%), games (20%) Messenger (15%), Twitter (15%) and Angry Birds (15%).
To find out how we can help you reach mobile users in Mexico or all over Latin America via a strategically targeted campaign, please contact us.

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Targeting Mexico’s Internet Users

Recently comScore released its newest study of Mexico’s Internet users, entitled Futuro Digital—México 2012. We analyzed it to break out key takeaways to help digital marketers, advertisers and media professionals target this huge audience of Internet users even more effectively.

Skewing Younger
Nearly 38% of Mexico’s Internet users are between 15 and 24, with another 24.6% being 25-34. Nearly 20% of Mexican Internet users are 35-44. In addition, of all the time spent online by Mexico’s Internet users, nearly half (44.6%) is spent by users aged 15-24. As such, products that skew young—such as tech devices, games, energy drinks, movies and more—are a good fit for an online campaign in Mexico.

Hot Categories
Certain kinds of sites are more likely to draw Mexican Internet users than others. Here’s a look at the top types in terms of reach.

• News sites: 97% reach in Mexico, 80% globally
• Multimedia sites: 96% reach in Mexico, 78% reach globally
• Community sites: 92% reach in Mexico, 72% globally
• Blogs: 82% reach in Mexico, 58% globally
• Games: 72% reach in Mexico, 58% globally

Social Media
Mexico ranks among the top 5 countries in the world in terms of time spent on social media. Each social site visitor in Mexico spends an average of 8.3 hours per month on social media. The only Latin Americans more engaged with social media than Mexicans are Argentines, who average 10.4 hours per month per user on social sites.
Facebook draws the most Mexican Internet users. It has 90% penetration in Mexico and grew by 25% in visitors between June 2011 and June 2012. While other social sites don’t draw nearly the same amount of visitors as Facebook, a number are growing well in Mexico. Between June 2011 and June 2012, LinkedIn grew by 399% in Mexico, Tumblr grew by 277%, Scribd by 74%, Deviant Art by 50% and Twitter by 46%. Both Badoo and Sonico posted significant drops in the same period: 44% and 45%, respectively, as did MySpace, which drop by 13% in visitors.

Entertainment
This site category has 97.5% reach in Mexico and Mexican Internet users spend 3.8 hours per month on entertainment sites, higher than any other Latin Americans except for Peruvians. Multimedia is the subcategory within Entertainment that has the most reach, although music sites (70.4%), TV sites (46.7%) and movie sites (37.1%) all have significant reach with Mexico’s Internet audience.
YouTube reaches 76% of Mexican Internet users and each visitor spends an average of 217 minutes per month on the site. This is not surprising given the established popularity of online videos among Mexico’s Internet users. According to comScore, online videos have 86.1% reach among Mexican Internet users and each viewer in Mexico watches an average of 157.6 online videos per month. Only Internet users in Chile watch more online videos a month: 162. This clear popularity of online videos in Latin America is what led to us creating the Jumba Video Network, which allows advertisers to connect with this huge audience.

Mobile
While smartphone penetration in Mexico is at 20%, slightly less than half the rate it is in the United States (47%), the mobile Internet is growing. In Mexico, 4.6% of all web traffic comes from mobile devices. This is more than double the rate of mobile device traffic in Brazil and Argentina, which are at 2.0% and 2.1%, respectively. In the United States, mobile devices account for about 20% of Internet traffic. Around 59% of the mobile web traffic in Mexico comes from iOS, while nearly 23% comes devices that use Android. In addition, 29% of Mexico’s mobile traffic comes tablets. Brazil is the only country in Latam with a higher percentage of mobile traffic from tablets—43.9%. As such, options such as the Jumba Mobile Network should figure more prominently in web campaigns targeting Mexico’s Internet users.

To find out how you can reach Mexico’s Internet users with a targeted, effective campaign, please contact us.

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mexico movil

The State of Mobile Advertising in Mexico

We’ve written about mobile advertising’s strong growth potential in Latin America. A new study from IAB Mexico offers a detailed look at what’s happening with this particular market.

Mobile Penetration
The IAB Mexico study cites statistics from the Comisión Federal de Telecomunicaciones—the government agency that regulates telecommunications in Mexico—that indicate that there are 94.6 million mobile phone lines in Mexico. Given that Mexico’s population is 112 million, this means that there is an 84% penetration rate for mobile in Mexico.
However, Convergencia Research estimates mobile penetration to reach 94% by the end of 2012 and to hit over 100% by the first quarter of 2013. In addition, Google’s Our Mobile Planet study showed a 20% penetration rate for smartphones in Mexico. As such, there’s clearly a strong mobile market emerging rapidly in Mexico.

Companies and Plans
Telecel seems to be the major mobile operator in the country, with 69% of the mobile subscriptions, followed by Movistar (21%), Iusacell (6%) and Nextel (4%). Most mobile subscriptions (85%) in Mexico are prepaid.

Ad Spend
Overall, in 2011 advertisers invested 402 million pesos (US$29.8 million) in mobile advertising in Mexico. The large majority—83%—of 2011 mobile advertising in Mexico was in what IAB Mexico calls “pauta pura,” which means display ads, SMS/MMS messaging and search. The reaminder was in “desarrollo,” which means creation of mobile sites, mobile apps and advergaming.

Advertising Formats
Display ads in mobile portals were the dominant format in pauta pura in 2011, making up 73% of the possible ad formats. SMS and MMS were a distant second at 11%. Most of the mobile advertising revenues (73%) came directly from advertisers and only 16% from agencies, with only 1% from networks.
In terms of desarrollo-type advertising, 51% of the revenues came from specific apps, 30% from mobile portals, 16% from SMS/MMS app set-ups and just 2% from advergaming.

The Advertisers
In 2011 in Mexico, mobile content aggregators were by far the biggest advertisers: 69% of the advertising spend came from them. Other industries accounted for a much lower portion mobile ad spend in Mexico: media and entertainment (5%), the financial industry (6%), government services (5%), tourism (3%), auto industry (2%).

Share of Online Ad Spend
Mobile accounted for 7.2% of Mexico’s online ad spend in 2011. It may not seem like a lot but in reality, mobile’s share of online ad spend in Mexico is actually larger than mobile’s share in the United Kingdom (4%), the United States (5%) and Spain (1.8%).

Ultimately, the 2011 figures point to a healthy mobile ad market in Mexico that has very strong potential to keep growing. This is why we developed the Jumba Mobile Network, which unites more than 150 mobile sites and offers a wide range of targeting capabilities to reach the growing audience of mobile users in both Mexico and Latin America.

To find out how you can use Jumba Mobile to deliver strong results for your next campaign, please contact us.

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The Latest on Mexico’s Internet Audience

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.

Size Matters
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.

Access Points
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.

Time Online
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%.

Online Advertising
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.

Social Media
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%).

To find out how we can help you reach Mexico, the rest of Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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E-commerce in Mexico Will Grow by 25% in 2012

New figures released by eMarketer show some robust projections for the B2C e-commerce market in Mexico. Compiled in October 2011, the figures show Mexico’s B2C e-commerce sales growing by 32% in 2011 and projected growth of 25.8% in 2012. This figure is similar to the projection made by the Asociación Mexicana de Internet (AMIPCI), which forecast growth of 28 percent in e-commerce for Mexico in 2012.

According to eMarketer, travel purchases are what mostly drives Mexican B2C e-commerce, while AMIPCI research from 2010 identified a different range of favored products for Mexico’s online shoppers, such as computers, cell phones and consumer electronics.

One challenge with Mexican e-commerce has been the country’s relatively low credit card penetration rate. However, some new payment options are helping consumers buy online even if they don’t have credit cards. One new way is a system called BanWire. Users buy a product online, print a payment voucher and pay for the product in person at a convenience store like Oxxo. This is similar if not identical to Brazil’s boletos bancários, which have been helpful in boosting that country’s e-commerce sales. In addition, eMarketer indicated that PayPal Mexico will develop a version of its service to handle payments through mobile phones. This could also help Mexico’s online shoppers make purchases without credit cards.

Given these developments, eMarketer has forecasted 20.7% compound annual growth for Mexico’s B2C e-commerce market between 2010 and 2015.

To find out how we can help you reach Mexico’s online consumers via a powerful digital campaign, please contact us at info@usmediaconsulting.com.

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Usuario-Notebook-Mexico-FDG

Mexican Internet Users and Their Views about Online Ads

Mexican Internet users are spending more time online, are connecting more through their mobile phones and most stop to look at web ads. These are among the compelling findings of a recent study conducted by research firm Millward Brown, Televisa Interactive and IAB Mexico. This is the fourth study they’ve done of Mexican internautas, and it’s based on surveys done in July and August of 1,129 Internet users. For marketing, media and advertising professionals, a number of findings should be of major interest.

>>>Most Look at Online Advertising
75% of Mexican Internet users reported stopping to look at online ads, with 8% saying they always look at online ads and 67% indicating that they sometimes look at them.

>>>What Makes Them Look at Online Ads
53% of Mexican Internet users say that information-providing ads capture their attention. The actual offer in the ads only make 19% stop to look at them, and only 12% stop because the ads offer something new.

>>>Why They Skip Online Ads
67% of Mexican Internet users who skip online ads do this because the ads waste time or are bothersome while navigating. More than half (53%) of those who skip ads do so because they don’t grab the users’ attention or because the products don’t interest them. Technical problems (31%) and a lack of trust in the ads (31%) also make Mexican Internet users ignore online ads. Nearly a quarter (24%) of the Mexican Internet users who ignore online ads do so because they don’t like online advertising, preferring advertising in print, TV and other media.

>>>Product Information Is Important
80% of Mexican Internet users go online to research products or services and 50% buy online, up from 38% who reported doing so in 2010. In fact, while in 2010 Mexican Internet users said the main reason they went online was to chat, in 2011 they say their main reason for going online is to find information.

>>>They’re Going Online with Diverse Devices
62% of Mexican Internet users go online with laptops, up from 57% in 2010. Nearly a quarter (23%) go online with smartphones, while more than a third (34%) use mobile phones. Combining the figures suggests that 57% of Mexicans are going online via mobile phones. Another 20% go online with videogame consoles and just 6% use tablet computers to do this.

>>>Like the Rest of Latam, They Love Social Media
Nearly 9 out of 10 (87%) Mexican Internet users are part of a social network and social media are one of the top 3 sources of information for them. Facebook and Twitter are among the most popular sites among Mexican Internet users. However, Hi 5, MySpace, Sónico and Metroflog all dropped in popularity in Mexico between 2010 and 2011.

>>>They Interact with Brands Online More Than Before
A significant number of Mexican Internet users (40%) are members of company fan pages, 27% have written online about brands and 83% saw ads on social media sites. Among the top reasons they become fans is to find out new information about brands (79%), learn about special promotions (59%) and obtain relevant information (50%). Brands who attract the most Mexican fans on social media sites include Nike, Coca-Cola, Adidas, Converse and Sony.

READING THE RESULTS
A number of key learnings emerge from the study results.

Give them good content. Mexican Internet users clearly go online for information, including product information. But they don’t like intrusive ads that interfere with the navigation. This suggests that content marketing could be a successful way to reach this audience. For example, a car company could prepare content about car maintenance and repair or other useful information and use banner ads about the content to drive users to a landing page with more content and banners for specific products. This aligns with what the users are looking for yet, prepared correctly, also promotes the brand. Click here to see a case study showing how to successfully use content marketing online.

Go mobile. It’s not surprising that Mexicans are going online with mobile devices more than before. The trend is taking place all over Latin America. For advertisers and marketers, this means defining your mobile marketing strategy and developing campaigns to test and discover what works best for your brand.

Review your social strategy. Mexicans see the ads on social networks, they become fans of brands and they use social media to learn more about brands. But taking advantage of this is not as simple as setting up a Facebook page. The Digital Life survey of Latin Americans shows the pitfalls of social media for brands. Reviewing case studies of social media successes in Latin America also offers ideas. Does your social media marketing offer value to the user? Are you the only one talking or do your customers have a say? How can customers interact with your brand via social media but also offline? These are all key questions to consider for reaching any market, not just Mexico.

To learn more about how we can help you reach Mexico with a customized campaign, contact us at info@usmediaconsulting.com.

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