Mexico Social Media 2016: Updated Forecasts and Key Growth Trends - eMarketer

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Mexico Social Media 2016: Updated Forecasts and Key Growth Trends

eMarketer Report

By: eMarketer

Published: March 23, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Don’t expect Facebook to lose the heavy inroads it has already made in Mexico, but do look out for strong growth stories and plenty of buzz about visual-first properties like Instagram and Pinterest. Twitter and LinkedIn are both likely to retain their users over the next few years, but further growth will be restricted by growing competition, and in LinkedIn’s case, its focus on a primarily professional workforce and a buttoned-down audience.

  • Visually focused properties like Instagram will once again compete for consumers’ attention in 2016. Instagram is gaining traction in Mexico, with a 44% penetration rate, according to IAB México/Millward Brown estimates, but engagement with the property remains elusive.
  • New and well-established social networks will face tough competition from popular messaging services like WhatsApp.
  • Nearly 58% of Mexico’s population, or 70.7 million consumers, will be internet users in 2016. Less than half will access social networks during that time.
  • Facebook has a commanding lead over other social networks among Mexico’s internet users; nearly three in four are expected to use their account at least monthly in 2016. Penetration among social network users will remain steady at 94.7%.
  • Just less than 17% of social network users in Mexico will use Twitter regularly in 2016, meaning that the platform will retain its distant second-place spot to Facebook.
  • Although advertisers have been drawn to the potential of Pinterest, Instagram and other visual and mobile-optimized platforms, the hype hasn’t yet borne fruit in the form of widespread uptake or engagement rates among social network users.

"In 2015, 48.2 million individuals in Mexico used social networks, representing nearly three-quarters of internet users and 39.8% of the population, eMarketer estimates. Almost 20 million additional consumers will join the country’s social network user base by 2019, when it will reach 68.1 million people and 54.1% of the population."

Table of Contents

The Social Picture in Mexico

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Social Media Usage

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Social Networking Outlook

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8 charts are included in the full report:

Mexico Social Media 2016: Updated Forecasts and Key Growth Trends

Social Network Users in Mexico, 2013-2019 (millions, % change and % of internet users)

The Social Picture in Mexico

Social Network Users in Mexico, 2013-2019 (millions, % change and % of internet users)

Mobile Social Network Users

Mobile Phone Social Network Users and Penetration in Mexico, 2014-2019

Mobile Phone Messaging App Users and Penetration in Mexico, 2014-2019

Top Properties

Facebook Users in Mexico, 2014-2019 (millions, % change and % of social network users)

Mobile vs. Total Active Facebook Users in Mexico, by Frequency, Q4 2015 (millions)

Twitter Users in Mexico, 2014-2019 (millions, % change and % of social network users)

Facebook and Instagram App Reach Among Smartphone vs. Tablet Owners in Latin America, by Device, Jan 2015 (% of respondents)

Social Media Usage

Social Network Users in Mexico, by Frequency, July 2015 (% of respondents)