4 Keys to Reaching Internet Users in Mexico

4 Keys to Reaching Internet Users in Mexico

This post is also available in: Spanish

Recently, IAB Mexico reported that there are 52 million Internet users in Mexico, a higher figure than the 45 million reported earlier this year by Asociación Mexicana del Internet (AMIPCI). Regardless of the figure we use in developing proposals and presentations, it’s clear that the #2 online market in Latin American is posting strong growth and offers strong opportunities for marketers and advertisers.

We recently reviewed data from comScore and other reputable sources with an eye towards offering our industry colleagues some applied solutions based on this intelligence.

Go Social
According to comScore’s Futuro Digital Mexico 2013 report, social media take up nearly 6 hours a month of the time that average Mexican Internet user spends online. This is the #1 site category in terms of time spent online in Mexico, nearly double the #2 category, entertainment, which takes up a little more than 3 hours of the time spent online by the average Mexican internautas each month. The other 2 Web site categories that occupy a significant portion of time online for Mexican Internet users are services (2.45 hours per user per month) and portals (1.65 hours per user per month).

Favor Facebook
A number of social media sites have posted impressive growth in Mexico between 2012 and 2013, including ask.fm (5056% increase in unique users), expresate.com (346%), Quizlet (219%), Neodata (207%) and Pinterest (127%). However, comScore data indicates that Facebook takes up 94.6% of the time that Mexicans spend on social media, with the remaining 5.4% being split by Twitter (0.6%), LinkedIn  (0.4%), Badoo (0.4%), Tumblr (0.9%), Ask.fm (1.5%) and other sites (1.5%).
Given these numbers, a Facebook campaign seems to offer the greatest possibilities of reaching Mexican Internet users. Beyond typical banner advertising, retargeting via Facebook Exchange may offer some intriguing potential for e-commerce and e-travel sites, especially since e-commerce is growing strongly in Mexico.

Mobilize
According to comScore, nearly 14% of page views from Mexico’s online traffic come from mobile devices. This is significantly higher than the percentages listed for Chile(11%), Argentina (7%) and Brazil (6.5%). Mexico’s percentage of page views from mobile devices is also much higher than Latin America’s overall percentage (8%) and not far behind the percentage of the United States (22%) and the UK (22%).
For targeting purposes by operating system, it’s important to note that comScore shows Android accounting for 47% of mobile traffic in Mexico, followed by 32% for iOS and 12% for other types of OS and nearly 4% for Blackberry. That said, Kantar Worldpanel has indicated that Android has a 62% market share compared to just 11% for the nearest competitor, Blackberry.

Segment Strategically
Recently IAB Mexico has produced some excellent research into key segments of Mexico’s Internet users, including executives, teens and digital moms. Below we break down some of the important data points to take into account when targeting these segments:

TEENS

  • Demographics: Ages 13-18; 68% male, 32% female, 52% belong to classes ABC, 20% to Class C and 28% to classes CDE
  • Top devices to go online: laptop (65%), PC (41%), smartphone (34%), cellphone (31%), videogame console (28%)
  • Overall, 64% of Mexican teens use mobile devices go online
  • Average connection time for Mexican teen Internet users: 4 hours, 9 minutes
  • Top web page types for obtaining information: social media (85%), search (78%), email (36%), online encyclopedias (33%), blogs (19%)
  • Photo/video sharing: 84% upload photos, 45% upload videos
  • 86% of Mexican teens are on social media and they belong to an average of 3.6 social media sites
  • 61% of Mexican teens follow brands on social media and 30% have written about brands or services
  • Top 3 reasons Mexican teens follow brands on social media: updates about brands (83%), relevant info on pages (58%), promotions and discounts (55%)
  • Most popular social media sites for Mexican teens: Facebook (98%), Twitter (69%), Hi5 (37%), Google+ (37%) and MySpace (30%)
  • 74% of Mexican teens stop to look at online ads either sometimes or all the time
  • Top ad-related activities by Mexican teens: use search sites to find information about brands (66%), visit brand web sites (55%), download apps from brands (43%), participate in contests (43%) and play games from brands (35%)
  • 35% of Mexican teens make purchases or payments online

EXECUTIVES

  • Demographics: 58% female, 42% male, 45% from classes ABC, 25% from Class C and 29% from classes CDE, with an average age of 37
  • Top online daily activities for Mexican executives: check email (73%), watch videos online (65%), listen to online radio (50%), download videos (43%) and read news (40%)
  • While online, 6 out of 10 Mexican executives send/receive email, download music or videos, watch videos online or go on social media
  • 67% of Mexican executives have visited a blog in the past week
  • Top sources of online info about topics of interest: social media sites (86%), search engines (66%), portals (54%) and online newspapers (33%)
  • 85% of Mexican executives are registered on social media sites and they are registered on an average of 3
  • Top social media sites for Mexican executives: Facebook (94%), Twitter (57%), Hi5 (38%) and Myspace (20%)
  • 85% of Mexican executives stop to look at online advertising
  • The top types of sites where Internet ads grab the attention of Mexican executives: social media sites (60%), search engines (41%), email sites (32%), Internet portals (25%) and blogs (8%)
  • Top ad-related activities by Mexican executives: use search sites to find out brand information (60%), visite a brand’s website (50%), read info about brands on blog sites (50%), download apps from brands (40%)
  • 77% of Mexican executives are willing to receive ads on their mobile phones in exchange for free content
  • 68% of Mexican executives make online purchases or payments

DIGITAL MOMS

  • Demographics: 43% are classes ABC+, 35% are Class C and 22% are classes CDE, with an average age of 34
  • 97% of Mexican digital moms own mobile devices and 83% go online using mobile devices
  • Most popular devices to go online: for digital Mexican moms, these are laptops (72%), smartphones (53%), PCs (50%), cellphones (42%) and tablets (26%)
  • Preferred online content of Mexican digital moms: short videos (71%), music videos (65%), movies (47%), news (46%), concerts (37%), documentaries (36%) and cartoons (29%)
  • Top sources of online info about topics of interest: search engines (82%), social media sites (77%), email (46%), online encyclopedias (39%) and portals (31%)
  • 93% of Mexican digital moms are on social media sites and they belong to an average of 2.74 social media sites
  • Top social media sites for Mexican digital moms: Facebook (97%), Twitter (48%), Hi5 (35%) and Myspace (24%)
  • Nearly half (47%) of Mexican digital moms follow brands on social media
  • 84% of Mexican digital moms stop to look at online ads
  • Top ad-related activities by Mexican digital moms: use search sites to find out brand information (69%), visit a brand’s website (69%), click on Internet ads (58%), participate in online contests (55%) read info about brands on blog sites (50%)
  • 76% of Mexican digital moms make online purchases or payments

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