2. Mexican Population and Internet
Audience 2000 - 2009
% Audience % Pop % Pen
Year Internet Users Population % Pen Source
Growth Growth Growth
2,000 2,717,400 - 98,991,200 - 2.7% - ITU
2,004 14,901,687 548.4% 102,797,200 104% 14.5% 528.1% AMIPCI
2,005 17,100,000 114.8% 103,872,328 101% 16.5% 113.6% AMIPCI
2,006 20,200,000 118.1% 105,149,952 101% 19.2% 116.7% AMIPCI
2,008 27,400,000 135.6% 109,955,400 105% 24.9% 129.7% eMarketer
2,009 31,500,000 115.0% 111,211,789 101% 28.3% 113.7% eMarketer
Source:Internet World Stats, January 2010
3. Mexico 2009 Overview
• Total Internet Audience: 31.5 million users
• Female: 48%, Male: 52%
• Users by age range:
15-24: 46.2%
25-34: 22.3%
35-44: 15.9%
45-54: 9.9%
55+: 5.6%
• Average minutes per visit: 36.2
Source: comScore Metrix , December 2009
• Average vists per visitor: 42.8
4. Audience growth 2008 - 2009
15% YTD
Growth
Audience growth has been within the average rate for Mexico (15-
Source: comScore Metrix , December 2009
16%). Users are having more accessability to digital media because of
new triple play commercial offers, goverment technology programs
and the sales of cheaper hardware such as netbooks.
5. Share of users by gender
Even
though the
share of
users
decreased
for
females,
their
audience
grew 13%
Source: comScore Metrix , December 2009
YTD.
6. Users by age range
Internet Users in Millions
Users from 35 – 55 had
the strongest audience
growth rate. Although
they don’t represent
the largest group, they
are the only ones who
grew their share within
the mexican Internet
market.
Share of Users (%)
Source: comScore Metrix , December 2009
7. User behavour by age range
Average minutes
per visit
decreased in
every age range
while the
number of visits
per visitor
increased mostly
among the young
adults and the
Source: comScore Metrix , December 2009
oldest adults.
8. User behavour by category
YTD
Rank 2008 - Internet Audience in millions 2009 - Internet Audience in millions
Growth
1 Portals 24.13 Portals 29.75 123%
2 Search/Navigation 22.34 Search/Navigation 27.96 125%
3 e-mail 20.80 e-mail 26.68 128%
4 Instant Messengers 20.45 Social Networking 25.45 126%
5 Social Networking 20.27 Instant Messengers 23.94 117%
6 Multimedia 19.04 Multimedia 23.60 124%
7 Retail 18.20 Directories/Resources 21.32 129%
8 Directories/Resources 16.49 Retail 20.05 110%
9 Downloads 15.49 Blogs 19.09 136%
10 Blogs 14.04 Technology 18.79 143%
User behaviour reflects a steady use of Portals, Search and e-mail
Source: comScore Metrix , December 2009
while Social Networking, Directories and Blogs grew enough to rank Ranked higher
higher than the year before. Blogs and Technology had an audience YTD Growth above average
growth above rank average.
9. Conclusions
• Mexico has a growing audience that has been open to use digital media. This
happens as long as personal needs demand it, as well as commercial offers get
agressive between corporate competitors.
• Genders have kept an even audience share.
• Age range audiences have had an outbreak among 35+ users with very different
habits from younger users.
• The average time spent has decreased while the number of visits have increased. This
means users are becoming more practical in their way of using Internet (just like
checking a watch for the hour), and that they have an easier internet access
throughout their daily habits.
• Category consumption is still very strong in main portals, search engines and email.
Communication categories such as social media and blogs have kept a strong growth
as well as directories. This means that the information in mass touchpoints is still
critical to users, while communication media has gone beyond a fad and turned into
a must when making use of Internet to share outernet life.
