Our Approach
At LatAm Intersect PR, our localization strategy for the Mexican market is founded on a deep understanding of the country’s cultural and regional complexities. We recognize that Mexico is not just one of the largest markets in Latin America, but a territory of striking contrasts, where urban modernity coexists with centuries-old traditions. Our approach integrates this duality, adapting communication strategies that resonate both in Mexico City’s financial centers and in traditional communities.
We have developed a unique methodology that considers the particularities of each region, recognizing that effective communication in Mexico requires a profound understanding of local cultural nuances, region-specific media consumption habits, and the varying speeds of digital adoption across the national territory.
Digital Landscape and Consumer Behavior
Mexico presents a rapidly evolving digital scenario with impressive numbers that demonstrate market maturity. According to DataReportal 2024, approximately 90 million Mexicans are active social media users, representing 70% of the total population. This number has grown significantly, with an increase of 6.5 million users compared to the previous year.
The digital behavior of Mexicans is particularly intense, characterized by:
- An average of 7 hours and 37 minutes daily on the internet
- 4 hours and 23 minutes on mobile devices
- 3 hours and 14 minutes specifically dedicated to social networks
Digital penetration in the country is substantial, with ENDUTIH 2022 reporting that 78.6% of the population over 6 years old (93.1 million people) are internet users. Domestic connectivity is also significant, with 68.5% of Mexican households having internet access, and 97% of users connecting primarily through smartphones.
Paraguay’s digital landscape has experienced profound and accelerated transformation in recent years. According to the Digital 2024 report by We Are Social and Meltwater, the country presents impressive digitalization indicators, with 5.55 million internet users, representing 81.4% of the total population. This number is particularly significant considering that in 2020, internet penetration was only 65%. The growth is not limited to internet access but extends to the adoption of mobile devices, with 7.51 million active mobile connections, surpassing the number of inhabitants and indicating an average of more than one device per person.
Social media presence also demonstrates the digital maturity of the Paraguayan market. With 4.47 million active users on social platforms, representing 65.6% of the population, the country shows significant digital engagement. A particularly relevant fact is that 100% of internet users access the network through mobile devices, highlighting a clear preference for mobility and convenience in consuming digital content.
Economic and Sectoral Panorama
The Mexican economic scenario presents mixed indicators for 2024. GDP is expected to grow 1.2% by year-end, with significant variations across sectors:
- Construction: Projected growth of 10.1% (accumulated through Q2 2024)
- Manufacturing: Modest growth expectation of 0.4% in 2024
- Telecommunications Sector: Registered growth of 6.25% in the second quarter of 2024
Emerging Trends and Behaviors
The primary motivations for digital media use in Mexico remain consistent:
- Maintaining contact with friends and family
- News consumption
- Entertainment
- Content search
- Product research for purchase
Challenges and Opportunities
The Mexican market presents unique challenges that require special attention:
- Significant regional disparities in digital access
- Need for culturally relevant content
- Demand for bilingual communication (Spanish/English) in urban centers
- Adaptation to local media consumption preferences
Effective Communication Strategies
To operate effectively in the Mexican market, strategies must consider:
- The strong preference for mobile communication
- The importance of social networks as a primary information source
- The need for content adapted to regional specificities
- The crucial role of video and visual content
- Integration between digital and traditional channels
The Mexican market continues to present significant opportunities for growth and communication innovation. The combination of a young population, high digital penetration, and strong social network engagement creates an environment conducive to innovative and effective communication strategies.