According to a September 2012 GlobalWebIndex report, there were 11.7 million active Twitter users in Mexico during Q2 of this year. GlobalWebIndex defined active Twitter users as those who used or contributed to the platform at least once a month using any device.
By comparison, Mente Digital estimated there were 11.9 million Twitter users in Mexico in June 2012, of which 8.3 million were active users. The Mexico City-based social media agency defined active Twitter users as brand or personal Twitter accounts used at least once in the last 60 days, and discounted bots.
Other results of the GlobalWebIndex study confirmed Twitter’s relevance. During Q2 2012, 44% of users in Mexico shared personal photos via Twitter, trailing only China (61%) and India (49%) among the nations included in the report. And emphasizing the importance of the social network as a listening post for marketers, 32% of Twitter users in Mexico made comments about brands.
Though social TV is a growing phenomenon worldwide and in Mexico, only 14% of respondents to the survey in Mexico said they had commented about a live TV show on Twitter. Meanwhile, an August 2012 Ericsson ConsumerLab study that polled 12,000 participants from a dozen countries, including Mexico, found that 62% of consumers worldwide used social media while watching TV.
Despite modest social TV engagement, Twitter is still riding a wave of attention it received during this year’s presidential election in Mexico. The microblogging service has ensured its place as a communication hub and fast-paced adoption will continue this year.