Virtual Mexico: profile and characteristics

According to different analyses, there are between 27 and 30 million Mexicans, 6 years and older, that use internet for personal and work reasons. This number has been growing at an 18% annual rate, although it had a little deceleration the last year due to the economic crisis.

Source	Internet users
SCT, Yearbook 2008	23.26 millions
Study about availability and use of information technologies at homes 2009, INEGI	27.21 millions older than 6 years
Global Information Technology Report 2009-2010 (with data of 2008), World Economic Forum	21.71 millions
Habits and perceptions of Mexicans about internet 2010, ITESM-World Internet Project	30.24 millions from 12 to 70 years
Statement of Microsoft’s Public Sector Manager, October 2010	Between 28 and 30 Millions
AMPICI, 2009	30.6 millions older than 6 years

There are different estimates about how much time does people surf on the internet (it goes from 11 to 23 hours); but one of the studies shows that Mexican surfers dedicate more time to this activity than to watch TV or listen to radio.

Now that we know the size of the universe and the level of activity, let’s understand the characteristics based on two dimensions: age and socioeconomic level.

Approximately, 75% of Mexican internet users are under 35 years; within this group, those between 12 and 18 are the biggest subgroup. If Mexico has still a young population, the internet population is even younger.

Source	Data
Habits and perceptions of Mexicans about internet 2010, ITESM-World Internet Project	12 a 18 years: 35% 19 a 25 years: 26% 26 a 32 years: 15%
Study about availability and use of information technologies at homes 2009, INEGI	6 a 11 years: 13% 12 a 17 years: 28.3% 18 a 24 years: 20.7% 25 a 34 years: 16%

Now, analyzing the socioeconomic perspective, 37% of internet users belong to the highest levels (A/B/C+), meanwhile between the 15% and 16% are D-, the lowest level. Definitely, a very different reality compared with the country’s general economic distribution.

Source	Data
Habits and perceptions of Mexicans about internet 2010, ITESM-World Internet Project	A-B-C+:37% (59% penetration) C: 22% (40% penetration) D+: 25% (23% penetration) D-: 16% (21% penetration)
AMIPCI, 2009	A-B-C+: 37% C: 19% D+: 29% D-: 15%

These variables let us understand the kind of audience your product or service will be exposed to if you offer it on the internet and are focused on the Mexican market. However, the Mexican internet user still makes very few electronic transactions. There is an estimate that between 7% and 12% of internet users make purchases or payments. These operations are mainly focused on airplane tickets, computers and its accessories.

This number is growing, as well as the confidence regarding the use of electronic transactions; but still, these are a very low number compared with the rest of the commercial activity.

In businesses, there is also a low use of internet for their operations. According to the World Economic Forum’s Global Information Technology Report 2009-2010, Mexico is on number 78 out of 133 countries regarding the extent of internet use for business activities.

This is the virtual Mexico that you need to know in order to align your business and commercial actions for serving in the most effective way this parallel country.