MEXICO
MARKET
STATS
MEDIA PENETRATION IN MEXICO
8 out of 10 Mexican are exposed every day to TV and the Internet
BROADCAST TV
93% of households own a TV
PAY TV
58% of households have access to Pay TV services
RADIO
56% penetration
MOBILE
66% of total population
own a mobile device
INTERNET USAGE
70% of total population are users (80.6M people)
55% of households have internet access
DIGITAL MEDIA ADOPTERS
Mexico's moment is now
TECHNOLOGY
65
million
users
(Nearly 54% penetration of the entire Mexican population)
80% of the population connect to the internet
​Mexicans are
ultra-connected to social networks
The largest country with the most
e-commerce activity
66% of the population own a smart device
98% are on Facebook
85% of people buying at least one product or service on the internet
Amazon is the biggest online retailer, ahead of Mercado Libre and
Wal-Mart of Mexico
TV HOUSEHOLD
AVERAGE AUDIENCE
19% of Mexico’s population consumes television on a
daily basis
SHARE OF AUDIENCE
67% TV
28% PAY TV
5% DEVICES
1% TIME SHIFT VIEWING
MEXICO CONSUMER MARKET PROFILE
POPULATION OF MAIN METROPOLITAN AREAS
Mexico City
19,802,161
Guadalajara
4,630,757
Monterrey
19,802,161
Puebla
2,235,730
Toluca
2,048,009
León
1,690,587
Tijuana
1,672,401
Juárez
1,374,292
Mérida
1,367,952
Torreón
1,297,189
San Luís Potosí
1,235,937
Querétaro
1,193,636
Aguascalientes
1,001,824
MEDIA SPEND IN MEXICO
-
Traditional media tops in Ad spend
-
Digital investment has shown accelerated growth in recent years
-
As of 2019 Digital exceed television spend
SPEND BY MEDIA
41% TV
12% PAY TV
18% DIGITAL
11% OOH
8% RADIO
6% NEWSPAPER
2% MAGAZINE
2% FILM
2015
39% TV
13% PAY TV
22% DIGITAL
11% OOH
7% RADIO
5% NEWSPAPER
2% MAGAZINE
1% FILM
2016
33% TV
14% PAY TV
28% DIGITAL
11% OOH
6% RADIO
4% NEWSPAPER
2% MAGAZINE
2% FILM
2017
30% TV
12% PAY TV
34% DIGITAL
11% OOH
6% RADIO
4% NEWSPAPER
2% MAGAZINE
2% FILM
2018
27% TV
10% PAY TV
40% DIGITAL
10% OOH
5% RADIO
3% NEWSPAPER
1% MAGAZINE
2% FILM
2019
SHIFT FROM TV TO DIGITAL
TELEVISION
INTERNET
53%
18%
2015
52%
22%
2016
46%
28%
2017
42%
34%
2018
37%
40%
2019
Source: Televisa Gross media spend intelligence
MEXICO CONSUMER MARKET PROFILE
Consumers of international brands & support international companies
(+4.04% from 2018)
$822.56B
Consumer spending in 2019
2016
Food and non-alcoholic beverages
23.0%
Transport
18.0%
Housing, water, electricity, gas and other fuels
17.0%
Miscellaneous goods and services
10.0%
Furnishings, household equipment and routine maintenance of the house
5.0%
Recreation and culture
5.0%
4.0%
3.0%
Clothing and footwear
3.0%
2.0%
Communication
Education
2.0%
1.0%
128,000,000
Population
Female 49% / Male 51%
Urban 80% / Rural 20%
The majority of Mexicans live in the middle of the country between the states of Jalisco and Veracruz
About a quarter of the population lives around and in main cities:
MEXICO CITY
GUADALAJARA
MONTERREY
PUEBLA
PUEBLA DE LERGE
TIJUANA
0-3
16%
4-12
16%
13-18
6%
19-54
52%
55+
24%
POPULATION OF MAIN METROPOLITAN AREAS
Average Age of the Head of the Household
39.5 Years
Total Number of Households (in million)
28.2
Average Size of the Households
4.2 Persons
Percent of Households of 1 Person
8.8%
Percent of Households of 2 Persons
15.6%
Percent of Households of 3 or 4 Persons
42.2%
Percent of Households of 5 Persons and More
33.4%
Restaurants and hotels
Health
Alcoholic beverages, tobacco and narcotics
MEXICO
Is the 7th most visited country in the world by tourists
U.S. CITIZENS
have traveled to Mexico more than to Europe and Canada combined
26 M
13 M
11 M
4.3 M
1.6 M
633 K
Mexico
Europa
Canada
Asia
South
America
Oceania
FOREIGNERS THAT TRAVEL TO MEXICO
49.6 million
41.3 million
21.9 million
International Tourists by Air
19.4 million
International Tourists by Land
8.3 million
Cruise Ship Visitors
In 2018, 49.6 million tourists visited Mexico. The 83.3% of the tourists arrived by plane or car (21.9 million and 19.4 million, respectively. The remaining 16.7% arrived by cruise.
MEXICO CITY AND CANCUN AIRPORT
receive 68% of international visitors
COUNTRY/REGION
MEXICO CITY
CANCUN
TOTAL MEXICO
United States
1,802,605
10,511,433
3,875,361
Canada
265,773
1,186,480
2,309,528
Europe
808,949
1,390,792
2,363,035
LATAM
1,748,076
1,153,896
3,012,961
Other
363,798
283,117
842,480
19,039,437
4,989,201
7,889,646
TOP DESTINATIONS VISITED IN MEXICO
U.S. represents 55% of Mexico’s Tourism
MEXICO CITY
52,000,000
international
COZUMEL
540,000
international
HUATULCO
800,000
international
CANCÚN
25,400,000
international
OAXACA
1,100,000
international
TAPACHULA
380,000
international
VERACRUZ
1,400,000
international
VILLA HERMOSA
1,400,000
international
MÉRIDA
2,700,000
international
MINATITLÁN
1400,000
international
TURISM FROM MEXICO TO U.S.
Mexico is the second largest U.S. inbound market (after Canada) with 23% of all international visitations
21% of Mexican air travelers visited California and 18% visited Texas and Florida
Mexico accounts for 8.2% of total U.S. travel exports to all countries and ranks third, behind only China and Canada
The average Mexican air traveler spends six
nights visiting the U.S.
TOP U.S. CITIES VISITED BY MEXICANS
LOS ANGELES
13%
NEW YORK
12%
HOUSTON
11%
LAS VEGAS
10%
MAIN PURPOSE FOR VISITING U.S.
VACATION
53%
VISITING FRIENDS / RELATIVES
21%
CONVENTIONS / TRADE SHOWS
5%
EDUCATION
3%
BUSINESS
17%
TOP ACTIVITIES
SHOPPING
SIGHTSEEING
FINE DINING
AMUSEMENT / THEME PARKS
ART GALLERY / MUSEUM