Cinco de Mobile: A Snapshot of Mexican Mobile Data
Cinco de Mayo has become an increasingly global celebration of Mexican culture in recent years; we thought we’d also use it as a chance to look at Mexico from a mobile point of view. Here’s what we found most interesting (data based on Millennial Media traffic during Q1 2015, except where otherwise noted).
eMarketer predicts double-digit growth in Mexican smartphone usage through 2018.
The Mexican government approved sweeping reforms of the Mexican telecom industry in 2014, which is expected to drive down prices and improve service for Mexican consumers. Currently, Mexico smartphone users account for 32% of the total population and 47% of mobile users.
Mexico over-indexes on non-phone connected devices compared to the rest of Latin America.
Mexico-based non-phone connected devices (e.g. tablets, gaming consoles, and certain digital media players) see 5% more traffic than the rest of the region in the Millennial Media marketplace.
eMarketer estimates that 15% of the Mexican population owns a tablet, and that number is expect to grow an average of 17% per year over the next five years. Keep those big lovely non-phone devices in mind when making your ad unit choices for Mexico; rich media is always engaging and even more so on a bigger screen.
Speaking of rich media...
Mexico’s engagement rates on video ads are almost four times greater than the rest of the world.
According to data published in February 2015 by Cisco’s Visual Networking Index, mobile video will constitute up to 50% of Mexico's total mobile data traffic by the end of 2015, and is expected to climb to 72% by 2019.
eMarketer estimates there will be 49 million digital video viewers in Mexico in 2015, and predicts that number will grow.
Such a strong affinity for video seems to translate into success in video ads as well. The big highlight of our latest S.M.A.R.T. report was that globally, mobile video ads see five times the engagement rate of banner ads.
In Mexico, the preference for video ads was even more pronounced. Video ads see 19 times the engagement rate of standard banners, or nearly four times higher than the global average in the Millennial Media marketplace.
That’s an astounding trend, and advertisers should consider the wide range of video options when looking to connect with a Mexican audience.
Additionally, video’s dominance in Mexico can make it a great place to experiment with what works, so as other countries’ mobile video consumption increases, you can be well ahead of the curve.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.