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Internet users in Mexico have taken to social networking sites in large numbers since 2009, bringing the country’s plaza culture to Facebook and Twitter, as well as to hi5, which got an early boost because it offered a Spanish interface.
Today, Facebook dominates the social landscape. eMarketer estimates the number of Facebook users in Mexico will approach 28 million this year, for a penetration of 92% among social network users. Though growth will be slower as the market matures, the user base for the No. 1 social network in Mexico is expected to expand at robust double-digit rates through 2014.
Offering further evidence of Facebook’s preeminence in Mexico, an Interactive Advertising Bureau México (IAB México) and Millward Brown survey of social network users in Mexico conducted in late 2011 found that 94% used Facebook, while 45% used Twitter.
Other services that had been popular, such as hi5 and Myspace, have seen sharp declines. But hi5 maintains a loyal audience among online gamers, and Myspace has adherents among Mexico’s relatively small music community.
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Check out today’s other articles, “Overcoming the Mobile Research-Booking Gap” and “Email and Social Marketing: A Winning Combination.”
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