Mexican Population and Internet Audience 2000 - 2009 % Audience % Pop % PenYear Internet Users Population % Pen Source Growth Growth Growth2,000 2,717,400 - 98,991,200 - 2.7% - ITU2,004 14,901,687 548.4% 102,797,200 104% 14.5% 528.1% AMIPCI2,005 17,100,000 114.8% 103,872,328 101% 16.5% 113.6% AMIPCI2,006 20,200,000 118.1% 105,149,952 101% 19.2% 116.7% AMIPCI2,008 27,400,000 135.6% 109,955,400 105% 24.9% 129.7% eMarketer2,009 31,500,000 115.0% 111,211,789 101% 28.3% 113.7% eMarketer Source:Internet World Stats, January 2010
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
Audience growth 2008 - 2009 15% YTD Growth Audience growth has been within the average rate for Mexico (15- Source: comScore Metrix , December 200916%). 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.
Share of users by gender Even though the share of users decreased for females, their audience grew 13% Source: comScore Metrix , December 2009 YTD.
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
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.
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 2009while Social Networking, Directories and Blogs grew enough to rank Ranked higherhigher than the year before. Blogs and Technology had an audience YTD Growth above average growth above rank average.
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.