Mexico - Islas, Gutierrez, Arribas

World Internet Project
México
Internet in Mexico: The effects of a prolonged recession
Fernando Gutiérrez, Octavio Islas & Amaya Arribas
July, 2010
PROYECTO INTERNET
Graduate Studies and Research Division
Department of Communication and Digital Art
School of Social Sciences and Humanities
Tecnológico de Monterrey, Campus Estado de México
Rectoría Zona Centro
http://www.worldinternetproject.net
Methodology
The investigation was conducted throughout the country, including all 32 states of Mexico, in
populated regions with over 50,000 inhabitants.
The field work was conducted during the months of December of 2009 and January/ February
2010. The data interpretation phase took place in march of the same year.
Standard policies and procedures from WIP were employed in the development of the
questionnaire as well as the methodology, adding a few questions to determine socio-economic
status.
The socio-economic status was determined with the use of AMAI’s filter application, which kept
proportionate control of our sample size (n) to best represent our universe (N)
The target survey subjects were men and women with an age range of 12-70
A total of 2,000 interviews were conducted among users and non users, for which it took 35,000
phone calls and 80,000 minutes.
The Standard Error is + 2.21%, considering an infinite universe, a significance level of 95%, and a
probability factor of (50% ,50%).
The size of the population for research is of 91’500,000 inhabitants.
2
Internet users and penetration in Mexico
More than 30 million Internet users in Mexico
19%
Total: 30’239.6
5’899.4
Internet users in Mexico
36%
10%
Age between 12 and 70
20%
2’928.0
6’156.2
32%
35%
Mexico City
18%
5’385.7
ÁREAS NIELSEN
AREA 1 NORTHWEST
4’602.7
ÁREA 2 NORTH
30%
ÁREA 3 LOWLANDS
ÁREA 4 CENTER
ÁREA 5 MEXICO CITY
ÁREA 6 SOUTHEAST
33%
15%
18%
5’415.2
31%
National participation
Regional penetration
Internet penetration in Mexico: 2009 vs. 2010
Internet penetration registered an increase of 3% over the previous year
P= 91’500.0
P=90’660.5
67
70
63’430.0
61’260.4
+3%
30
27’230.5
2009
No
Usan
Internet
Non
Users
33
30’239.6
2010
SíUsers
Usan Internet
4
Internet penetration is growing slowly in Mexico
Why do some Mexicans do not use the Internet?
Lack of interest is the main reason.
2010
52%
42%
32%
28%
16%
8%
NOT INTERESTED
DO NOT OWN A
COMPUTER
People who choose not
to access the internet
just don't know all the
conveniences that it
provides.
DO NOT KWOW
HOW DOES IT
WORKS
DO NOT HAVE
TIME
IT'S EXPENSIVE
OTHER REASONS
2010
6
Internet penetration and participation levels across
socio-economic variables
AB/C+
41
47
9’014.3
7’878.1
53
59
10’024.4
11’336.9
2009
19’038.7
DIF.: +6
25’766.
7
21
6’871.
1
2009
32’637.8
65
2010
19’215.0
35
40
6’588.0
2009
16’318.8
23
7’607.5
2010
16’470.0
D-
80
18’101.1
25’332.5
79
18’120.3
DIF.: +2
2010
32’940.0
SíUsers
Usan Internet
DIF.: +5
9’882.0
5’770.9
Lowest
growth.
77
60
10’547.9
Highest
growth.
D+
79
C
2009 vs. 2010
DIF.: +1
21
4’754.7
20
4’564.0
2009
22’665.1
2010
22’875.0
Non
users
No
Usan
Internet
High and medium socio-economic levels registered the highest growth.
7
Internet participation levels across gender variables
The involvement of Internet users by gender, is still not balanced in Mexico
58% male – 42% female
2010
Year 2010
30’239.6
42%
17’568.0
Female
58%
12’846.6
Male
* Estimated projection based on 2010 reference data
8
Internet participation levels across age variables
61%
usuarios
deoverall
Internet
tienenuser
menos
años.are under 25
Over de
64 los
percent
of the
internet
basede
in25
Mexico
La
penetración
de los
usuariosas
deage
Internet
va disminuyendo conforme aumenta la edad
Internet
penetration
decreases
increases
37 35
9’388.9
8’998.8
27
26
8’026.2
7’394.9
15
15
4’684.8
9
4’189.3
10
7
3’074.4
4
6
2’013.0
2’377.7
1’626.9
12 A 18
Años
19 a 25
Años
26 a 32
Años
33 a 39
Años
40 a 46
Años
Year 2009
Year 2010
27’230.5*
30’239.6
3
3
1’098.0
905.8
47 a 53
Años
3
905.9
700.6
54 a 70
Años
9
Locations and Internet usage average across
socio-economic variables
Lower socio-economic status users connect through Internet Coffees
Average connection time via mobile phones , is directly proportional to socio-economic status
Average hours per week
21
18
18 18
15 15 16
13
12
13
11
9
7
7
5 5
6
6
4
2
HOME
WORK
AB/C+
SCHOOL
C TÍPICO
INTERNET COFFEE,
FRIENDS
D+
MOBILE
D10
Locations and Internet usage average across age
variables
Users aged 54 - 70 spend more time connected through internet coffees
Users aged 40 - 46 are the ones dedicating more connection time through mobile phones
Average hours per week
21 21
16
16
1919
18
18
14 15
20
19
14
13
12
13
13
11
10
8
7
4
HOME
12 to 18
WORK
19 to 25
5
SCHOOL
26 to 32
9
8
33 to 39
5
6
8
7
7
3
INTERNET COFFEE,
FRIENDS
40 to 46
47 to 53
6
7
3
MOBILE
54 to 70
11
Main Internet activities
E-mail is by far the most common Internet activity
Anyhow, social networks access in early 2010 has notably increased
93% 95%
83% 85%
55%
37%
42%
35%
33%
32%
21% 24%
CHECK MAIL
MESSENGER
CHATS AND FORUMS
2009
WORK IN A BLOG
2010
SOCIAL NETWORKS
PHONE CALLS
Social networks usage across gender, socio-economic status
and age variables.
Social networking sites are most popular with teenagers and young adults
57%
60%
43%
53% 54%
AB/C+
C TÍPICO
Male
D+
Female
D-
12 a 18
19 a 25
76%
66%
53%
26 to 32
33 to 39
40 to 46
47 to 53
54 to 70
34%
26% 22% 21%
52%
Internet purchasing
Only 12% of Internet users buy online
However, the user trust
level has increased from
22% to 33%
1
12
87
2010
DO NOT BUY ONLINE
BUY ONLINE
REFUSED
15
Buying online
66% of internet users use the web for searching product information
66% 66%
Internet continues to be an efficient tool for finding product
information
2009
23%
26%
23%
19%
13%
15%
10%
7%
OBTENER
RESEARCH
2010
REALIZAR
RESERVATIONS
INFORMACIÓN
RESERVACIONES
PRODUCT
DE ALGÚN
INFORMATION
PRODUCTO
UTILIZA
LOS
ONLINE
SERVICIOS
DE
BANKING
BANCA POR
INTERNET
PAGAR
DEUDAS
PAY
OFF
DEBTS
2% 3%
INVERTIRINVESTING
EN
COMPRAR BUY
ALGO
ONLINE
FONDOS,
(FUNDS,BONOS
SAVINGS)POR INTERNET
ONLINE
PAGARPAY
IMPUESTOS
TAXES
16
Internet and social relationships
Internet usage starts reducing social contact
20
24
60
61
16
4
2009
REFUSED
SPEND MORE TIME
13
2
2010
SPEND THE SAME TIME
SPEND LESS TIME
* ¿How much would you say, the Internet has increased or decreased your personal contact ?
17
Internet and familiar relationships
22% of the users state that they spend less time with their families since they use Internet
18
22
69
68
10
3
2009
1
9
2010
NO
CONTESTÓ
REFUSED
PASAN
MÁS
TIEMPO
FÍSICAMENTE
SPEND
MORE
TIME
PASAN
EL MISMO
TIEMPO
SPEND
THE SAME
TIME
PASAN
MENOS
TIEMPO
SPEND
LESS
TIME FÍSICAMENTE
19
Level of confidence: users vs. non users
Overall, mexicans trust in the information provided by Internet
34% of non users trust in the information
provided on Internet
7
43% of users trust in the information provided
on Internet
8
20
26
32
6
9
33
34
43
42
29
14
5
13
5
22
19
14
1
2009
15
2
1
2009
2010
REFUSED
1. NOT TO BE TRUSTED
2. LOW LEVEL OF TRUST
3. NORMAL LEVEL OF TRUST
4.HIGH LEVEL OF TRUST
5. COMPLETE TRUST
2010
REFUSED
1. NOT TO BE TRUSTED
2. LOW LEVEL OF TRUST
3. NORMAL LEVEL OF TRUST
4.HIGH LEVEL OF TRUST
5. COMPLETE TRUST
20
Internet as a Political Instrument
A great deal of the Mexican society considers Internet as an effective political tool.
SCALE
TOTALLY AGREE 5
AGREE 4
SOMEWHAT AGREE 3
DISAGREE 2
TOTALLY DESAGREE 1
DON'T KNOW
GROUPS
%
%
%
THROUGH INTERNET, PEOPLE
CAN TELL THEIR GOVERNMENTS
WHAT TO DO
42
53
5
34
61
5
21
73
6
28
67
5
Columna1
THROUGH INTERNET, PEOPLE
CAN EXPRESS THEIR OPINIONS
TO THE AUTHORITIES
THROUGH INTERNET, PEOPLE
COULD HAVE MORE POLITICAL
INFLUENCE
TROUGH INTERNET, PEOPLE
WOULD HAVE A DEEPER
INDERSTANDING OF THEIR
POLITICIANS.
21
WIP México: Operational Structure
Consultative council
(Sponsors)
Center for the Digital Future
Annenberg School for Communication
(University of Southern California)
(World Internet Project)
With the strategic
Alliance of
Supported by
Integrated by research professors
of Tecnológico de Monterrey
Allied with
Associations (AMIPCI, IAB, AMITI, ALAIC,
AMCO, Observatorio para la Cibersociedad,
Media Ecology)
World Internet Project
México
CONSEJO
Centro de Investigación de la Comunicación Digital
María Teresa Arnal
Isabel Menéndez
Fernando Gutiérrez
Virgilio Torres
Presidenta del Consejo
Clarus Digital
Consejera
Clarus Digital
Coordinador General
Tecnológico de
Monterrey
Coordinador General
Perfiles Mercadológicos
Tecnológico de
Monterrey
Alain DeMatteis
Octavio Islas
Consejero
Procter & Gamble
Director de Investigación
Tecnológico de
Monterrey
Ana Estrada
Consejera
Oscar Robles
Ernesto Bojorquez
Consejero
NIC México
Consejero
NIC México
Amaia Arribas
Víctor Martínez
Investigadora
Tecnológico de
Monterrey
Coordinador
Investigación de Campo
Perfiles Mercadológicos
Tecnológico de
Monterrey
Ericka Minera
Jorge Oriza
Investigadora
Tecnológico de
Monterrey
Consejero
HP México
Sergio Spinola
Mayra Hara
Consejero
Coca-Cola de México
Consejera
Coca-Cola de México