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
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.
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.