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México - destino digital

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México, se presenta como una atractiva opción de internacionalización para empresas digitales españolas. 53 millones de internautas y una cultura abierta a propuestas internacionales son factores que suman pero ante todo es clave saber como aterrizar, que lo hace diferente al mercado español y cómo llegar con nuestra propuesta al público mexicano.

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México - destino digital

  1. 1. Comportamiento Online del Consumidor Mexicano! MÉXICO MERCADO OBJETIVO PARA EMPRESAS DIGITALES ESPAÑOLAS! Madrid, 9 de septiembre 2014! Elogia Confidential and Propietary!
  2. 2. Elogia Confidential and Propietary! The Group I ADN Digital! Mónica Casal! ! Chief Internacional Officer! !www.elogia.net ! www.marketing4ecommerce.mx! ! ! es.linkedin.com/in/monicacasal!
  3. 3. Elogia Confidential and Propietary! Internacionalización Digital I Destino México! millones de mexicanos con acceso a internet en 2013. 20 millones más que en España !
  4. 4. Elogia Confidential and Propietary! El Plan de Desarrollo Internacional! Oferta! [competidores directos y sustitutivos]! [variables macro y sectoriales]! Mercado! Demanda! [perfil y necesidades de mi publico objetivo]! Mi ! Proyecto! [Propuesta de Valor]! Desarrollo = Penetración! Barreras de Entrada! Hábitos de uso/compra!
  5. 5. Internacionalización Digital I Internet en el Mundo! Elogia Confidential and Propietary! 11%! 11%! 20%! 45%! 5%! 9%! 11%! 20%! 56%! 12%! Europa! Oriente Medio y África ! Asia! Canada y EEUU! LatAm! Fte: ILS!
  6. 6. Elogia Confidential and Propietary! Mercados Digitales I Comparativa Interregional! LatAm! ü Cercanía cultural/idioma! ü Implantación “manejable”! - Complejidad logística! - Gestión/Producción local! ! Europa! ! ü Proximidad geográfica! ü Fácil implantación! - Alta competitividad! - Barreras de idioma! - Territorio fragmentado! !
  7. 7. Mercados Digitales I Comparativa Interregional! EUROPA 2013 Internet vs Pobl. Digital Buyers* Gasto año (€/eBuyer) ePublicidad (€/usuario) UK 90% 87,2% 2.810 143 España 74% 54,5% 984 38 Italia 60% 44,1% 1.103 48 LATAM 2013 Internet vs Pobl. Digital Buyers* Cesta año (€/eBuyer) ePublicidad (€/usuario) Brasil 53% 36% 537 20 México 45% 21% 690 10 Argen=na 60% 45% 310 17 * Digital Buyers, expresados en porcentaje de a población de internautas! Elogia Ftes: eMarketeer, AMIPCI, ILS! Confidential and Propietary!
  8. 8. Publicidad Digital I Comparativo evolución interanual! Elogia Confidential and Propietary! Inversión en Publicidad digital – México 2009-2013! ! millones € y variación interanual" Fte: Informe IAB México junio 2014! Inversión en Publicidad digital – España 2009-2013! ! millones € y variación interanual" Fte: Informe IAB España marzo 2014! 139,8 188,4 256,9 355,4 464,2 35% 36% 38% 31% 30% 25% 20% 15% 10% 5% 0% 500,0 450,0 400,0 350,0 300,0 250,0 200,0 150,0 100,0 50,0 0,0 2009 2010 2011 2012 2013 654,2 789,5 883,2 858,7 832,5 17% 11% -3% -3% 20% 15% 10% 5% 0% -5% 1000 900 800 700 600 500 400 300 200 100 0 2009 2010 2011 2012 2013 Internet SoB = 9%! Internet SoB = 19,4%!
  9. 9. Elogia Confidential and Propietary! eCommerce I Comparativo evolución interanual! B2C eCommerce ventas – México 2010-2016! mil millones € y variación interanual" 2,0 3,0 4,9 6,9 8,3 9,5 10,4 33% 38% 29% 17% 13% 9% 40% 35% 30% 25% 20% 15% 10% 5% 0% 12,0 10,0 8,0 6,0 4,0 2,0 0,0 2010 2011 2012 2013 2014 2015 2016 Fte: Informe eMarketer enero 2014! B2C eCommerce ventas – España 2010-2016! mil millones € y variación interanual" Fte: Informe eMarketer enero 2014! 9,3 11,3 12,2 13,4 15,3 17,1 18,8 7% 9% 12% 11% 9% 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 20,0 18,0 16,0 14,0 12,0 10,0 8,0 6,0 4,0 2,0 0,0 18% 2010 2011 2012 2013 2014 2015 2016
  10. 10. Dónde Elogia Confidential and Propietary! 66% 64% México Digital I Perfil del Internauta! 29% NSE Cómo 17% 2% Conexión WIFI contratada Conexión WIFI de acceso público Plan de datos contratado Plan de datos prepagado Otra Alto 16% 31% Reparto por sexo (50/50.), distribución por edades (19-34 = 40%) y usos (mail + SM + búsquedas) es similar a España Ftes: AMIPCI Estudio de hábitos en Internet enero 2014 71% 46% 34% 31% 31% 30% 1% Hogar Trabajo Escuela Cualquier lugar (mediante Lugares públicos (Starbucks, Vips, Cibercafé Otros 46% Medio Alto Medio bajo Bajo
  11. 11. Elogia Confidential and Propietary! México Digital I Indicadores de Internet! POBLACIÓN! 118.000.000! INTERNAUTAS! 53.000.000! INT. MOBILE! 38.940.000! USUARIOS SM! 51.940.000! eBUYERS! 10.812.000! [Desktop/laptop]! [Disp. mobile]! [Día/usuario]! Ftes: INEGI, InternetWorldStats!
  12. 12. Elogia Confidential and Propietary! México Digital I Indicadores de Internet! POBLACIÓN! 118.000.000! INTERNAUTAS! 53.000.000! INT. MOBILE! 38.940.000! USUARIOS SM! 51.940.000! eBUYERS! 10.812.000! [Desktop/laptop]! [Disp. mobile]! [Día/usuario]! Ftes: INEGI, InternetWorldStats!
  13. 13. Elogia Confidential and Propietary! México Mobile! Busca información local! Busca información de producto! Accede a SM mediante aplicación ! Realiza compras online! Ftes: Google Our Mobile World, ComScore, GlobalWebIndex!
  14. 14. Elogia Confidential and Propietary! México eCommerce! De compradores quedan satisfechos Gasto anual por comprador Transacciones en sitios no mexicanos Crecimiento interanual en ventas online Ftes: InternetWorldStats, ComScore, GlobalWebIndex
  15. 15. México eCommerce I Categorías y Operadores clave! Elogia Confidential and Propietary! Billetes'avión/ bus' Hoteles' Entradas' espectáculos' Música'y' películas' Libros'y'revistas' Moda' Ordenadores' So>ware' Móviles'y' accesorios' 64%$ 37%$ 34%$ 37%$ 27%$ 23%$ 26%$ 23%$ 18%$ 31%' 33%' 37%' 44%' 29%' 37%' 38%' 30%' 25%' 2011' 2012' 2013' Ftes: AMIPCI Estudio de hábitos en Internet enero 2014
  16. 16. Elogia Confidential and Propietary! México Millenial I Categoría VIP! MILLENIALS! 12-35 y.o.! • Música ! • Juegos! • Entretenimiento! • Moda! ABC Fte: eMarketer noviembre 2013!
  17. 17. Elogia Confidential and Propietary! México I Palancas de Crecimiento eCommerce! Ampliar y mejorar la oferta online – adaptar al perfil de comprador: mayor variedad, precios atractivos / micropagos! Medios de pago flexibles para responder una baja banquerización / acceso a tarjetas de crédito de parte de la población.! Alta penetración mobile – adapta tus contenidos a este entorno! Alto volumen de búsquedas de información de producto – aprovecha el efecto ROPO!
  18. 18. México I Palancas de Crecimiento Publicidad Digital! Alta interacción con Redes Social – El Contenido es Rey! Foco en Performance Media con formatos como CPC/CPA y RTB! Integración de estrategias de marketing ON y OFF line - Multipantalla! Elogia Confidential and Propietary! Fte: Reparto de inversión publicitaria IAB junio 2014!
  19. 19. 1. 1ª economía digital hispana de la región! 2. 53 millones de mexicanos conectados (ES – 33 mm)! 3. Mercado digital menos maduro que España! • Inversión publicidad digital -50% España = 2006 ES! • eCommerce – 40% España = 2009 ES! 4. Sector Digital con crecimientos interanuales 2 dígitos! 5. Clave adaptar las soluciones digitales a la realidad local! 6. Proximidad a otros mercados – 10 TLC con 45 países! Elogia Confidential and Propietary! Internacionalización I Destino México!
  20. 20. ¡Gracias! Elogia Info@elogia.net www.elogia.net 902 27 27 30 BARCELONA · MADRID · VCoIGnfidOen ·ti aMl anÉdX PIroCpiOeta Dry!F

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