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Digital media adoption is often driven by young consumers, and Mexico is no exception to that rule. According to comScore, 44% of online video viewers in the country were under 25 years old, and there were 24.4 million online video viewers in Mexico in June 2014. That works out to roughly eight in 10 internet users in the country, based on April 2014 estimates from the same firm. Those figures include individuals ages 6 and older using computers from home and work locations and exclude traffic from public computers such as internet cafes and access via mobile devices.
Against that backdrop came a September 2014 GlobalWebIndex report that said 5% of 16-to-64-year-old mobile internet users in Mexico accessed Vine in Q2 2014.
eMarketer estimates there will be 35.8 million mobile phone internet users in Mexico in 2014. Meanwhile, the Interactive Advertising Bureau México and Millward Brown found that 44% of teen internet users—who connect to the internet via any device—shared video content on social networks in 2013.
Overall, GlobalWebIndex found that Mexico ranked third in Vine penetration among mobile internet users, tying Brazil (5%) and Canada (5%). The US and Turkey led the category with comparable penetration rates of 9% and 8%, respectively, during the same period.
Unsurprisingly, the 6-seconds-or-less video-sharing service was more popular among 16-to-19-year-old mobile internet users in Mexico, 12% of whom accessed it in the month prior to polling. But while teens were more than twice as likely to access Vine than the overall mobile web user base, the former ranked lower when compared with their peers worldwide. By that measure, Mexico ranked a lower sixth alongside Australia and Turkey. Meanwhile, US teen mobile internet users who accessed Vine (25%) nearly tripled the likelihood of Vine usage among the overall mobile web population in that country.
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