Mexico currently has approximately 40.6 million internet users (a 15 per cent increase from 2011). Internet users are spending an average of over 4 hours online in 2012, and increase of nearly an hour from 2011.
- Social networking use is growing, with 71 per cent of internet users expected to use social networks in 2012
- Mexico is the fifth largest market in the world for Facebook, and the seventh largest for Twitter
eMarketer predicts that social network use in Mexico will increase by almost 28 per cent in 2012, and that 65 per cent of Mexican internet users will use social networks. By 2014, this figure is expected to reach 71 per cent of Mexican internet users. Mexico is currently the fifth largest market in the world for Facebook, with SocialBakers reporting over 36 million users and over 32 per cent penetration. Eighty per cent of users are 34 years old and under. Forty-eight per cent of Facebook users say that they use the site on a daily basis, and the network was predicted to reach 25.6 million users in Mexico by the end of 2012, so it’s gaining users at a much greater rate than some analysts expected.
Semiocast analysis revealed that of the 383 million Twitter profiles created before January 1st 2012, 11 million accounts were created in Mexico – making it the seventh biggest market for Twitter. Twenty-six per cent of the nation’s Twitter accounts are active (just below the 27 per cent global average).
Mexico is the eighth largest market for Google+ in the world, with 1.6 million profiles originating in the country (as of 27/07/12). It’s just behind Germany (which has 1.7 million users) and it is tied with Spain and Italy. Around 72 per cent of Mexican Google+ accounts were created by men, and almost 68 per cent of users are aged 18 to 24.
Around 3.6 per cent of global YouTube traffic is from Mexico, with four per cent of users visiting the site more than once a day. According to a December 2012 comScore report, 86 per cent of online video viewers in Mexico viewed their videos on YouTube, while 39 per cent used Facebook.
In January 2012, it was reported that Mexico was home to 2.1 million of the 147 million LinkedIn users – which is a growth rate of nearly 76 per cent since January 2011. Meanwhile, Mexico is reported to be the second largest market in Latin America for Pinterest, with just over 16 per cent of Latin American Pinterest users.
- Brands are starting to use social channels to engage users in Mexico
- The most popular social media presences in Mexico tend to belong to personalities rather than entertainment corporations
The most popular Facebook pages in Mexico are: band Mana (over 5.7 million fans); professional wrestler Rey Mysterio Jr (over 5.3 million fans); and band La Arrolladora Banda El Limón (over 4.5 million fans). Once more, the top brand pages are less popular. Blackberry Mexico has almost two million fans, Starbucks Mexico had over 1.7 million, and movie theatre chain Cinemex has more than 1.4 million fans.
On YouTube, the most popular channels are: vlogger Gabriel Montiel’s channel Werevertumorro (just over 67 million channel and almost 592 million video views); animated video channel vetealaversha (over 11.3 million channel and approaching 270.5 million video views); and vlogger channel hectorlealvlogs (over 6.4 million channel and 53.5 million video views). While the most popular brand channels are: drinks brand Canal Oficial de Gladiator Mexico (over 613,000 channel and 387,000 video views); and HSBC Mexico (nearing 58,000 channel views and 19,000 video views). People are just starting to engage with brands on Google+ . Canon Latin America is the most popular brand, with 1080 followers, and Chevrolet Mexico is another popular company with 454 followers.
- Mexico is mostly Spanish speaking, though has 68 recognised languages
- Families and close-knit communities are an important feature of Mexican society
- Social media has been used to highlight social problems and campaigns
Mexico has 68 recognised national languages and approaching 100 native Amerindian languages spoken (Nahuatl being the first language of over one million Mexicans). Spanish is the dominant language in the country. Ethnically, 60 per cent of Mexicans are classed as Mestizo (a mixture of Amerindian and Spanish), 30 per cent Amerindian or mainly Amerindian, nine per cent white and one per cent ‘other’.
Like many Central and South American nations, Mexican culture values strong families and close-knit communities. There is great suspicion of official corruption, which strong local and family ties help to protect against. It is also a very hierarchical society, both at home and in the workplace.
Mexico also has a very strong traditional culture of masculinity (or Machismo), which is starting to diminish as women are beginning to take on traditional male roles. However, Mexico now has a female presidential candidate, but some are still questioning if a woman can do the job.
Social media has been used to protest poor social and economic conditions, with the Mexican public stating the “I am 132” campaign which aims to show the world the real problems that people are experiencing in the country. Individual journalists and bloggers have tried to work to help bring down drug gangs by reporting incidents via social media – with the editor-in-chief of the Primera Hora newspaper being beheaded for doing so.