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Social Media in Mexico - 2023 Stats & Platform Trends

Last Updated: October 30, 2023
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How is social media 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.

Historical Internet Penetration
Unit: % of Total Population
Cellular Subscription %
Unit: per 100 People

Social Media's User Demographics in Mexico

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 %.

Social Media User Demographics
Note: Meta's figure as reference, 2022

Key Drivers of Using Social Media in Mexico

Source: GWI. Users aged 16-64 years old

Key Accounts Followed For Users in Mexico

Source: GWI. Users aged 16-64 years old

What Platforms are Users in Mexico Typically on?

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, 2022
Unit: %
Most Liked Platforms | 2022
Unit: %

How's Facebook Doing 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%.

Facebook Users as a % of Population in Mexico
Unit: %
Facebooks Users in Mexico
Unit: '000 Thousands
Facebook User Penetration in Mexico
Unit: % of Total Population
Facebook User By Age Group in Mexico
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Facebook User Age Penetration in Mexico
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's Instagram 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%.

Instagram Users as a % of Population in Mexico
Unit: %
Instagram Users in Mexico
Unit:'000 People
Instagram User Penetration in Mexico
Unit: % of Total Population
Instagram User By Age Group in Mexico
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Instagram User Age Penetration in Mexico
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's TikTok 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 as a % of Population in Mexico
Unit:'000 People
TikTok User Penetration in Mexico
Unit: %

How's LinkedIn 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.

LinkedIn Users as a % of Population in Mexico
Unit: %
LinkedIn Users in Mexico
Unit:'000 People
LinkedIn User By Age Group in Mexico
Unit:'000 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: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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