Advertise in Mexico

Mexico has an internet penetration of 45.1% so based on their total population of 128,632,004 people 58,016,997 are online, leaving 70,615,007 non-internet users.

Compare this to the Central America region which has an internet penetration of 46.8% with a total online population of 77,876,335 for the region as a whole.

Advertise in Mexico 2017-09-13T18:10:55+00:00

Mexico’s internet advertising sector is a $1.6B industry, segmented as follows:

Display Advertising

amounts to $491M (31% of the total) and will grow by an annual CAGR of

18.65%

Video Advertising

amounts to $142.1M (8.8% of the total) and will grow by an annual CAGR of

22.99%

Search Advertising

amounts to $526.6M (33% of the total) and will grow by an annual CAGR of

10.42%

Social Media Advertising

amounts to $239M (15% of the total) and will grow by an annual CAGR of

10.24%

47% of the population (60,457,042) are on social media, they spend an average of 3.2 hours per day on social platforms, 41% of them use their mobile devices to access social platforms which makes sense because 66% of the population has a mobile phone.

Classifieds Advertising

amounts to $225.7M (14.1% of the total) and will grow by an annual CAGR of

8.63%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $526.6M of the total in 2020.

Mexico’s annual growth:

+2%

internet users

+7%

active social media users

+0.05%

mobile subscriptions

+8%

active mobile social users

Digital Device Ownership

82%

mobile phone

55%

smart phone

44%

PC

20%

tablet

12%

TV Streaming Device

N/A

Handheld Gaming Console

1%

E-Reader Device

3%

Wearable Tech Device

Time Spent with Media

4h 36m

Average daily use of the internet (PC/Tablet):

3h 25m

Average daily use of the internet (Mobile):

3h 14m

Average daily use of social media (any device):

2h 12m

Average daily use of television:

Frequency of Internet Use

61%

Every day

24%

Once per week

13%

Once per month

3%

Less than once per month

Share of web traffic by device

60%

PC

34%

Mobile

5%

Tablet

0.09%

Other devices

Top Active Social Platforms

25%

Facebook

21%

Facebook Messenger

13%

Skype

15%

Google+

9%

LinkedIn

16%

Twitter

12%

Instagram

10%

Pinterest

23%

Whatsapp

9%

Tumblr

Mobile Activities

34%

Mobile Messengers

28%

Watching videos

20%

Playing games

18%

Banking

27%

Maps

E-Commerce By Device (past 30 days)

31%

Purchased a product or service online

40%

Searched online for a product of service

34%

Visited an online retail store

28%

Made an online purchase via PC

16%

Made an online purchase via Mobile

Mexico is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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