Tag Archives: number of Mexico Internet users

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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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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