Tag Archives: Mexico Internet activities

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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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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Keys to Understanding Mexico’s Online Market

Recent research from IAB Mexico, comScore, Microsoft Advertising and Asociación Mexicana de Internet (AMPCI), among other sources, offers insights into this growing market.

 

Size
In 2010 there were 34.9 million Internet users in Mexico, with 40 million projected by the end of 2011 and 56.4 million by 2014—50% penetration. Mexico is currently the fastest-growing Internet market in Latin America, ahead of Brazil, Argentina, Colombia and Chile.


Online Ad Spend

In 2010, it was 3.3 billion pesos ($273 million), 7% of the overall ad spend. However, online ad spend in Mexico in 2011 is projected to be 10% of the overall spend. It’s #2 in the region in online ad spend, second only to Brazil, whose online ad spend will also hit 10% of the overall spend this year.

 


User Profile

Mexican Internet users are split evenly by gender, 51% men and 48% women. They skew younger: 64% of the Mexican online population is under 35 but has significant purchasing power.
Mexicans spend 25.8 hours a month online, very close to major markets like Colombia (26.6 hours), Brazil (27 hours) and Argentina (28.7 hours). Another interesting fact about Mexican Internet users is that they spend double the amount of time online than they do watching TV, whether free TV or cable.
Desktop and laptops are the most common way for them to connect, but in 2010 30% of Mexican users went online via cellphones and 14% went online with smartphones.


What Mexicans Most Love to Do Online
Search (91% reach), social media (90%), multimedia (78%) and email (77%) are the top activities in terms of reach. Mexico ranks #6 in Facebook usage in the world and is among Twitter’s top 16 markets. Mexico is also one of LinkedIn’s fastest-growing markets.

Activities Growing in Popularity Among Mexican Internet Users


Online entertainment:
Among Mexican Internet users, this category has 86% penetration, bigger than that of all of Latam (84%). Mexicans spend 3.4 hours per visitor on entertainment sites, more than any group of Internet users in the world.


Reading about technology and news:
58% of Mexican Internet users go online for news or to technology sites. Not surprising, since computers and software are what Mexicans mostly buy online. In addition, 33% of Mexican Internet users visit a newspaper site every month.


Listening to music:
According to IAB Mexico’s 2010 study, 22% of Mexican Internet users listened to music online in 2010, up from 16% en 2009. Music is part of their multimedia consumption, which has 78% penetration in the market.


Shopping:
15% of Mexican Internet users shopped online in 2010, triple the amount in 2009. Mexico is #2 in e-commerce in Latin America and it’s growing by 50% a year. Forrester’s projects it will reach $3.4 billion by 2016.

Reaching the Mexican Online Market
A number of the media we represent may be helpful in targeting these important segments in the Mexican online market, including:

• Technophiles: CNET.com draws 1.4 million unique users a month in Mexico
• Music lovers: last.fm draws 1.3 million unique users a month in Mexico
• Gamers: Gamespot.com draws 560,000 unique users a month in Mexico
• Entertainment: TV.com reaches 200,000 female unique users a month in Mexico
• News: Our Jumba ad performance network includes 25 of the top newspapers in Mexico, including those with the biggest online reach 

To learn more about how we can help you reach Mexico via online or other media, contact us at info@usmediaconsulting.com.

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