Facebook Tops Millennials' Social Destinations in Mexico - eMarketer

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Facebook Tops Millennials' Social Destinations in Mexico

Younger vs. older millennials are split on Instagram

September 1, 2016 | Media | Social Media

More than nine in 10 millennial social media users in Mexico surveyed in December 2015 by Interactive Advertising Bureau México (IAB México) and Millward Brown said Facebook was among their most frequently used social media platforms, including 94% of those ages 18 to 24 and the same percentage of those ages 25 to 34. Usage of other top social platforms was not quite as uniform.

Top 6 Most Frequently Used Social Media Platforms Among Millennial Social Media Users in Mexico, by Age, Dec 2015 (% of respondents in each group)

For instance, while for both age groups YouTube was the second response for most-frequented social media platform, 54% of those ages 18 to 24 feel that way, while 45% of those ages 25 to 34 agreed.

More striking is the disparity in responses on Instagram, which 28% of those ages 18 to 24 said was among their most-frequented, while just 14% of those in the older age group said the same. What’s more, Google+ and Twitter both scored higher for users ages 25 to 34 as a top platform.

Among all social media users in Mexico, smartphone usage to access social media is skyrocketing. About three in five (58%) social media users surveyed by AMIPCI (Asociación Mexicana de Internet) said they used a smartphone for this purpose in 2015, while 75% said they did so in 2016. Laptop and desktop computers were both used by fewer respondents in 2016 than the year previous.

Devices Used by Social Media Users in Mexico to Access Social Media, 2015 & 2016 (% of respondents)

A June 2016 forecast from eMarketer predicts a total of 56 million social network users in Mexico in 2016, which makes up nearly 80% of internet users and close to 50% of the general population. By 2017, Mexico will see over 61 million social media users.

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