David Romo de Vivar

How to approach digital marketing in Mexico


Since 2008 there have been big changes in the digital landscape of Mexico. Mexicans now have increased access to new technologies due improvements in the infrastructure, and the number of “internautas” (internet users) in the country has risen by more than 100%. The market is expected to grow substantially in the coming years; keep reading to gain more insights about the opportunities for businesses looking to develop in this country.

Internet in the country

The 2017 report from the Mexican Internet Association reveals that over 70 million Mexicans are online —more than the entire UK population — and internet penetration is at 63%. The report also reveals that Mexican internauts are quite tech-savvy users, with an average of 6 to 7 years’ experience researching in the cyberspace. More and more business are investing to reach this big audience through e-commerce and digital marketing in the Mexican market.

Online habits and behaviours

In Mexico, users spend an average of eight hours online during the day. There are two peaks with regards to the internet traffic:

  • 88% at lunch time, between 14.00 and 16.00
  • 84% late at night, between 21.00 and 24.00

When it comes to internet connections, Wi-Fi networks are the most popular. As for the devices used, feature at the top, with 91% of users owning smartphones.

With regards to the attitude of Mexicans towards online advertising, 80% of users aged between 25 and 35 block intrusive advertising, whilst only 30% of users actually interact with ads. Invasive advertising doesn’t go down well with the Mexican audience; you should focus your efforts on building trust, as well as on researching how professionals from your industry behave online in the country.



E-commerce in Mexico is growing fast, and is valued at over $17 billion. Users taking advantage of e-commerce tend to be under 30 years old and tech savvy. According to the report from the Mexican Internet Association mentioned earlier, the profile of Mexican e-buyers is as follows:

  • 51% aged 18 – 34
  • 38% aged 35 – 54
  • 11% over 55


  • 86% live in cities
  • 54% are men
  • 46% are women
  • 55% employed full-time


  • 95% connecting at home
  • 54% connecting at work

In 2017 international buying saw a growth, with 67% of e-buyers buying from outside of Mexico. Most of these e-buyers bought from the US, followed by Asia, Latin America and Europe. The main reasons for buying internationally for these users was the pricing, and the availability of brands or products not offered in Mexico.

The most popular industries for e-buyers in Mexico are:

  • 59% clothes and accessories
  • 36% event tickets
  • 36% travelling

From this data, it’s clear that Mexico offers many opportunities for businesses. Avoiding intrusive advertising and opting for a strategy based on loyalty and on building solid relationships with your customers will take your efforts far in this country.


Don’t miss this chance to expand your business there. Good luck!

David Romo de Vivar

David Romo de Vivar

Account Executive at Webcertain
Originally from a small town in the north of Mexico, David is an Account Executive at Webcertain with experience managing international localisation, SEO and PPC projects. He is a well-rounded marketing professional with a BA in Animation and Digital Art from the Monterrey Institute of Technology, and a Master’s degree in Advertising and Marketing from the University of Leeds. Having lived and worked in four different countries, David has been taken out of his comfort zone multiple times, which taught him to be an empathetic person, able to think out of the box and challenge his own pre-conceptions. David now lives in the UK.
David Romo de Vivar

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