The Social

Social Media in Mexico - 2023 Stats & Platform Trends

Last Updated: January 31, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Mexico, let us know!
The Outlook

How does social media look like in Mexico?

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.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Mexico?

Throughout 2022, on average there are about 99.2 million active social media users in Mexico on a monthly basis with an annual growth rate of 2.5 % in 2021-22 . This represents about  78.3 % of the total population. These social media users on average spend about 3.33 hours on social media and each on average have accounts on 7.9 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Mexico that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Mexico that are aged 16-64 years old
The Platforms

What kinds of platform is used in Mexico?

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.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Mexico

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%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Mexico

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%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Mexico

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.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Mexico

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.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

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