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In a December 2013 study by The Competitive Intelligence Unit (CIU), more than six in 10 affluents in Mexico—people living in AB/C+ households in the country as defined by the Asociación Mexicana de Agencias de Inteligencia de Mercado y Opinión (AMAI)—said they owned a smartphone (60.4%), and 9.6% had a tablet, compared with 27.1% and 5.0% of total consumers.
However, January 2014 research by the CIU found that affluents, who have a higher purchasing power than consumers in general, weren’t buying via mobile. Among affluent digital buyers polled, just 13% said a mobile phone was their primary device for making purchases online, and only 12% said the same for tablets. Instead, affluent digital buyers were buying on PCs, with nearly three-quarters of respondents citing the computer as the primary device they used to make digital purchases.
When making digital purchases in general, affluents were most likely to buy travel tickets (22%), apparel/accessories (19%) and electronics (16%).
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