Mexico currently has approximately 85 million internet users in June of 2017, a number which has increased exponentially since 2015, when the number was around 58 million. Currently, penetration is around 65.3%. Mexico has around 76 million social media users, or around 59% of the total population. The number of social media users is up 27% since January of 2016.
Internet users in Mexico are spending an average of 3.5 hours on social networking platforms, a number which is also steadily on the rise. In the country, 81% of internet users access the internet daily.
- Social networking use is rapidly growing, with Facebook being the most popular platform, but with rapid growths for Instagram and Pinterest
- Mexico is the fifth largest market in the world for Facebook, at 85 million 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.
Language and Culture
- Mexico is mostly Spanish speaking, though has 68 recognized languages
- Families and close-knit communities are an important feature of Mexican society
- Social media has been used in recent years to highlight social problems and campaigns
Mexico has 68 recognised national languages, 62 of which are indigenous languages. Nahuatl, a language known historically as Aztec, is the first language of over one million Mexicans. Spanish is the dominant language in the country, and is the language used for all official purposes. While Mexico does not collect census data on ethnicity, 2012 estimates speculate that 62 % of Mexicans are classified as mestizo (Amerindian-Spanish), 28% as Amerindian or mainly Amerindian, 9% as white, and 1% as ‘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 within the family and in the workplace.
Mexico also has a very strong traditional culture of masculinity (or machismo), which is starting to diminish somewhat as women are beginning to take on traditional male roles. In 2017, Maria de Jesus Patricio Martinez declared her intention to run for the office of the presidency, making her the first indigenous woman to do so. Mexico has never elected a female president, though several have run for office.
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 demonstrate to the rest of the world the reality of the problems that people are experiencing in the country. Individual journalists and bloggers have tried to work to help bring down drug cartels by reporting incidents via social media, with several editors and journalists being beheaded for doing so.