11th study on the
habits of internet
users in Mexico
2015
Methodology
Universe
Sample obtained
Field work
Technique
Geographic scope
Sampling error
• Men and women internet
users of 13 years old and
older (there is a specific
zoom for children 6-12
years old)
• Mexico. • April 2015
• The sampling error of the
global data is of ±3,7%
with a level of trust of
95,5% and p=q=0.5.
• 1662 individuals of 13
years old or older
(sampling error + 2,4%)
• 154 children of 6-12 years
old (sampling error +
7,9%)
• C.A.W.I. (Computer-
assisted web interviewing)
Evolution internet users in Mexico 2006-2013*
* Figures in million users calculated by Amipci, based on information from INEGI and IFETEL.
20.223.9
27.630.6
34.9
40.645.1
51.253.9
2006 2007 2008 2009 2010 2011 2012 2013 2014
+5.3%+13%
21%25%
28%31%
34%
40%43%
49%51%
2006 2007 2008 2009 2010 2011 2012 2013 2014
Penetration internet users - population 6 years old or older
* Figures in million users calculated by Amipci, based on information from INEGI and IFETEL.
Mexico already exceeds 50%
penetration among the population of 6 years old or older
7%
46%
31%
16%A/B
C+
C /D+
D /E
Profile of the Mexican internet user
Gender Age
*Source: INEGI and own data
SES State
*This information has been used to weight in the study, so the results can represent the population of Mexican internet users. .
15%
11%
11%
12%
13%
27%
6%5%South East
South
Central
East
West
Bajio
North East
North West
50%
50%Male
Female
4%8%
13%
17%
20%
26%
12%6-12 years
13-18 years
19-24 years
25-34 years
35-44 years
45-55 years
55+ years
Internet usage habits
Connection time• Compared to 2014 figures, now there is an increase in the connection time.
24 hours
Average daily connection time6 hours 11 minutes
24 minutes more than in 2014.
•How many hours a day are you connected to the internet?
Base: 1.662
Connection
Where How When
• The main connection location is still at home, followed by the place of work. More internet users connect more at school now than last year.
• Internet users connect using WIFI (public or private), paid access increasing significantly (+13pp).
• Where do you connect to the internet?• Which devices do you use to connect to the internet?• Which DAYS do you connect more often to the internet?
84%
42%
36%
35%
32%
31%
1%
Household
Work
School
Any place (using a mobiledevice)
Public places
Cybercafé
Others
80%
58%
25%
23%
2%
Paid WIFI
Public accessWIFI
Fix pay data plan
Pre paid dataplan
Other
Man
81%
79%
80%
79%
85%
82%
74%
60%
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Everyday the same
Man
Base: 1.662
Significant differences
24 +
Mujer
Man
Online activities
Usage Work Leisure
• The main online activity is the access to social networks even more than sending/receiving emails, even though it is mainly for leisure (followed by email management and music downloading).
• With regards to professional usage, the main activity is sending/receiving emails, looking information up and sending files.
• What online activities do you carry out?• What are you main online work activities?• What are your main online leisure activities?
85%
78%
73%
64%
25%
22%
22%
14%
14%
14%
8%
5%
8%
Access Social Networks
Searching for information
Send/Receive emails
Send/receive instants messages (chats)
Online shopping
e-Banking operations
Video calls
Access/create/keep blog
Job search
Access/create/keep own sites
Visit adult sites
Online encounters (looking for a couple)
Others
65%
62%
55%
30%
18%
15%
13%
13%
11%
3%
19%
Send/Receive emails
Searching for information
Send/Receive documents
Instant messaging
Manage the company’s social networks
Online training
Promote products and/or services
E-commerce
Videoconferences
Others
None/Does not work
83%
55%
53%
47%
41%
24%
23%
22%
18%
18%
9%
7%
5%
Use Social Networks
Send/Receive emails
Music download
Send/receive instants messages (chats)
Visit news sites
Read jokes/humor sites
Play online
Video calls (Skype, Hangouts, etc.)
Visit specialized forums
Visit sports sites
Adult entertainment
Podcast download
Others
Base: 1.662 Base: 1.587
Base: 1.662
Significant differences
Woman19-24
Woman13-24
19 +
Connection device• Laptop, Smartphones and tablets are the main devices that have increased internet access
penetration. PCs or desktops are the only devices that have lost presence.• Less common devices to connect (console, TV or other mobile devices) maintain the same levels as in
2014 without any significant growth yet.
• What device do you use to connect to the internet?
68%
58%
54%
32%
31%
17%
17%
14%
2%
Laptop
Smartphones
PC
Mobile phones (apps can’t be installed)
Tablets
Consoles (Wii, PS3, Xbox, etc.)
Mobile devices (iPod, PSP, Nintendo DS, etc.)
Electronic devices (TV, Home theatre, Bluray,etc.)
Others
Base: 1.662
Significant differences
Man19-44
Man45-55
Zoom Smartphone usage
How important is your Smartphone
• Having a Smartphone is very important for most of the users (which is the same as in 2014). The use of Apps is general (82% have downloaded an App in the last few months).
• For 87% of those who have a Smartphone, the use of the phone, besides making/receiving phone calls, is have access to the internet.
• How important is your Smartphone?• What activities do you carry out from your Smartphone?• Have you downloaded an app to your Smartphone in the last few months?
Have you downloaded an App in the last few months
82%
17%
1%Not at all
Little
A lot
18%
82%
Yes
No
94%
87%
79%
77%
63%
60%
57%
27%
9%
Talking on the phone (calls)
Internet
Searching for information
Send/Receive emails
See files
Read news
Music/photo/video download
Bank transactions
Others
Base: 1.118
Activities from the Smartphone
Significant differences
25-45
13-18
Man
13-24
Man19+
19+
Man25-34
Woman13-18
and 55+
Internet among children
Have children
Use internet
Reason to startAge to start
• Access to internet among children is high; the access to entertainment and for school chores. In average it starts at 8 years old (according to the parents). This figure decreased with respect to 2014.
Average: 8 years
• Do you have children?• Do your children use internet?• At what age did your children start using internet?• How did your children strat using internet?
43%
47%
15%
2%
3-6 yrs. old
6-11 yrs. old
12-17 yrs. old
18 + yrs. old
58%
40%
2%
For entertainment
Because of school
Don’t know
Base: 638
Base: 759
Base: 97
83%
17%No
Yes44%
56%No
Yes
Base: 662
Base: 1.397
Becausethey are too
young
Social Networks
Social Networks Usage
Reasons not to use them
Social Networks Usage
• The penetration in Mexico of social networks remains the same among internet users: 9 out of 10 internet users access to a social network (the figure is even higher although it is not significant).
• The main barriers for those who do not access to social networks are privacy of information (which increases +24pp with respect to 2014) or because they do not consider them useful (which has also increased with respect to 2014).
• Are you subscribed to a social network?
93%
7%No
Yes
Base: 91
Base: 1.571
52%
40%
19%
17%
10%
10%
9%
8%
To protect my personal information
Not interested/Don’t find it to be fun
Cancelled the ones I used because I gotbored
I don’t have time
I don’t know how it works, I find it complicated
Because I’m afraid to get hooked on
Cancelled the ones I used because I hadpersonal problems due to them
Others
Base: 1.662
Significant differences
Men
Women
Conclusions
• The internet penetration rate already exceeds 50% among the Mexican target population (people 6 years old and older).
• Although the year-on-year growth decreases, this behavior concurs with the tendencies also observed in American markets such as the US or Brazil, and is still almost double as in other European markets such as Spain and Great Britain.
• The access location is mainly at home (84% such as in 2014), followed by the work place (42%). The access technology is paid wifi (80%) followed by wifi in public places (58%).
• The main devices for access to the network are: laptop (68%) followed by Smartphone (58%), which together with tablets are increasing their significance as internet tools; mobility is now more important than desktops.
• The time Mexicans spend on the internet continues to grow every year (according to the respondents), reaching 24 minutes more than in the previous study.
Conclusions I
Conclusions II
• The usage of social networks is the main reason to have access to the internet, which for the first time is the main reason instead of the traditional usage of emails and looking up information, such as in the previous years.
• 9 out of every 10 internet users use social networks mainly to communicate with friends followed by being informed (which has increased significantly in 2015). The social network par excellence is Facebook. Twitter and Instagram are now more relevant in mobile devices.
• Among work usage sending/receiving emails is still the main purpose to have access to the internet (65%), followed by looking information up (62%).
• With regard to leisure activities, music downloading (53%) is the third most important activity after social networks and emails.
Thank you very much!