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Mexico has a slightly lower internet and mobile usage compared to South America, with 72% and 97% penetration rate respectively. Despite this, Mexico’s internet usage is diverse due to its large Spanish-speaking population and frequent travel with the US.
This has resulted to a dynamic social media landscape where many popular platforms from both the US and its neighbor in the south are sometimes adopted simultaneously in Mexico.
During 2020, as the pandemic looms upon many in Mexico, the way people use social media has also changed. As the regulation such as social distancing and lockdowns and the fear of infection looms, many merchants are increasingly leverage social media to continuously engage with its customers.
local consumers mainly use smartphones to access the likes of Instagram and TikTok. Social commerce (e-commerce via social media apps) is also taking off during the period. Chat apps are also increasingly being used for e- commerce, with Wal-Mart utilizing WhatsApp for this purpose, for example.
Not just during the pandemic, because of many consumers sticking to their habit developed during the time, social media is also playing an increasingly important role in the marketing strategies of many companies. Bodega Aurrera, a major discounter in Mexico, in particular with its Bodega Aurrerá en Línea Despensa a tu Casa (its online store), has been successful in harnessing social media to promote special sales events.
Given the latest survey available, in Mexico there are about 99.2 million active social media users (Log in at least once in a month) in 2022. This is about 78.3 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 2.5 %.
Like many countries in South America, WhatsApp is the number of social media platform in the country with about 94% of the internet users actively engage on it. It’s a recent trend though. WhatsApp only overtake Facebook back in 2021 as its main offers are more relevant during pandemic.
It has also built many custom services and features that enable merchant to do commerce that are widely adopted among Mexican. A grocery e-commerce launched by Walmart’s supermarket format, Superama in 2019, started to accepts orders via the messaging service WhatsApp, and this quickly became a success amongst Mexican shoppers, especially during the pandemic.
With the latest data published in January 2023, we can see that at the growth rate of 0.97%, there is now around 99.9 million Facebook users in Mexico . With male users account for around 47.55% and female users account for around 52.45%.
With the latest data published in January 2023, we can see that at the growth rate of 1.13%, there is now around 40.14 million Instagram users in Mexico . With male users account for around 46.29% and female users account for around 53.71%.
With the latest data published in January 2023, we can see that at the growth rate of 1.06%, there is now around 51.3 million TikTok users in Mexico . With male users account for around 0.398 and female users account for around 0.602.
With the latest data published in January 2023, we can see that at the growth rate of 1.07x, there is now around 19.27 million LinkedIn users in Mexico.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
