Mobile advertising has grown more than 400% in Mexico over the last year; by the end of 2011 more than 1.3 billion banner ads were served to Mexican audiences.
Mexico is a market with a high rate (35%) of female adoption of the mobile internet and the presence of users over 35 years old (19% compared to a global average of 15%). The influence of these mature users are disproportionately high when mobile purchases are made. Over-35's account for 25% of grocery purchases and 25% of travel related purchases.
But, mobile transactions are not yet a regular part of the Mexican users’ mobile experience. More than 80% have never or only occasionally transacted online.
While the convenience of mobile banking and payments is clear to Mexican users, and there is demand for mobile transactions, elements crucial to widespread adoption of mobile commerce are still missing.
Click here to download Mexico: M-Commerce Profile abstracted from our 2011 Survey.