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