11th study on the

habits of internet

users in Mexico

2015

Methodology

Universe

Sample obtained

Field work

Technique

Geographic scope

Sampling error

• Men and women internet

users of 13 years old and

older (there is a specific

zoom for children 6-12

years old)

• Mexico. • April 2015

• The sampling error of the

global data is of ±3,7%

with a level of trust of

95,5% and p=q=0.5.

• 1662 individuals of 13

years old or older

(sampling error + 2,4%)

• 154 children of 6-12 years

old (sampling error +

7,9%)

• C.A.W.I. (Computer-

assisted web interviewing)

Evolution internet users in Mexico 2006-2013*

* Figures in million users calculated by Amipci, based on information from INEGI and IFETEL.

20.223.9

27.630.6

34.9

40.645.1

51.253.9

2006 2007 2008 2009 2010 2011 2012 2013 2014

+5.3%+13%

21%25%

28%31%

34%

40%43%

49%51%

2006 2007 2008 2009 2010 2011 2012 2013 2014

Penetration internet users - population 6 years old or older

* Figures in million users calculated by Amipci, based on information from INEGI and IFETEL.

Mexico already exceeds 50%

penetration among the population of 6 years old or older

7%

46%

31%

16%A/B

C+

C /D+

D /E

Profile of the Mexican internet user

Gender Age

*Source: INEGI and own data

SES State

*This information has been used to weight in the study, so the results can represent the population of Mexican internet users. .

15%

11%

11%

12%

13%

27%

6%5%South East

South

Central

East

West

Bajio

North East

North West

50%

50%Male

Female

4%8%

13%

17%

20%

26%

12%6-12 years

13-18 years

19-24 years

25-34 years

35-44 years

45-55 years

55+ years

Internet usage habits

Connection time• Compared to 2014 figures, now there is an increase in the connection time.

24 hours

Average daily connection time6 hours 11 minutes

24 minutes more than in 2014.

•How many hours a day are you connected to the internet?

Base: 1.662

Connection

Where How When

• The main connection location is still at home, followed by the place of work. More internet users connect more at school now than last year.

• Internet users connect using WIFI (public or private), paid access increasing significantly (+13pp).

• Where do you connect to the internet?• Which devices do you use to connect to the internet?• Which DAYS do you connect more often to the internet?

84%

42%

36%

35%

32%

31%

1%

Household

Work

School

Any place (using a mobiledevice)

Public places

Cybercafé

Others

80%

58%

25%

23%

2%

Paid WIFI

Public accessWIFI

Fix pay data plan

Pre paid dataplan

Other

Man

81%

79%

80%

79%

85%

82%

74%

60%

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Everyday the same

Man

Base: 1.662

Significant differences

24 +

Mujer

Man

Online activities

Usage Work Leisure

• The main online activity is the access to social networks even more than sending/receiving emails, even though it is mainly for leisure (followed by email management and music downloading).

• With regards to professional usage, the main activity is sending/receiving emails, looking information up and sending files.

• What online activities do you carry out?• What are you main online work activities?• What are your main online leisure activities?

85%

78%

73%

64%

25%

22%

22%

14%

14%

14%

8%

5%

8%

Access Social Networks

Searching for information

Send/Receive emails

Send/receive instants messages (chats)

Online shopping

e-Banking operations

Video calls

Access/create/keep blog

Job search

Access/create/keep own sites

Visit adult sites

Online encounters (looking for a couple)

Others

65%

62%

55%

30%

18%

15%

13%

13%

11%

3%

19%

Send/Receive emails

Searching for information

Send/Receive documents

Instant messaging

Manage the company’s social networks

Online training

Promote products and/or services

E-commerce

Videoconferences

Others

None/Does not work

83%

55%

53%

47%

41%

24%

23%

22%

18%

18%

9%

7%

5%

Use Social Networks

Send/Receive emails

Music download

Send/receive instants messages (chats)

Visit news sites

Read jokes/humor sites

Play online

Video calls (Skype, Hangouts, etc.)

Visit specialized forums

Visit sports sites

Adult entertainment

Podcast download

Others

Base: 1.662 Base: 1.587

Base: 1.662

Significant differences

Woman19-24

Woman13-24

19 +

Connection device• Laptop, Smartphones and tablets are the main devices that have increased internet access

penetration. PCs or desktops are the only devices that have lost presence.• Less common devices to connect (console, TV or other mobile devices) maintain the same levels as in

2014 without any significant growth yet.

• What device do you use to connect to the internet?

68%

58%

54%

32%

31%

17%

17%

14%

2%

Laptop

Smartphones

PC

Mobile phones (apps can’t be installed)

Tablets

Consoles (Wii, PS3, Xbox, etc.)

Mobile devices (iPod, PSP, Nintendo DS, etc.)

Electronic devices (TV, Home theatre, Bluray,etc.)

Others

Base: 1.662

Significant differences

Man19-44

Man45-55

Zoom Smartphone usage

How important is your Smartphone

• Having a Smartphone is very important for most of the users (which is the same as in 2014). The use of Apps is general (82% have downloaded an App in the last few months).

• For 87% of those who have a Smartphone, the use of the phone, besides making/receiving phone calls, is have access to the internet.

• How important is your Smartphone?• What activities do you carry out from your Smartphone?• Have you downloaded an app to your Smartphone in the last few months?

Have you downloaded an App in the last few months

82%

17%

1%Not at all

Little

A lot

18%

82%

Yes

No

94%

87%

79%

77%

63%

60%

57%

27%

9%

Talking on the phone (calls)

Internet

Searching for information

Send/Receive emails

See files

Read news

Music/photo/video download

Bank transactions

Others

Base: 1.118

Activities from the Smartphone

Significant differences

25-45

13-18

Man

13-24

Man19+

19+

Man25-34

Woman13-18

and 55+

Internet among children

Have children

Use internet

Reason to startAge to start

• Access to internet among children is high; the access to entertainment and for school chores. In average it starts at 8 years old (according to the parents). This figure decreased with respect to 2014.

Average: 8 years

• Do you have children?• Do your children use internet?• At what age did your children start using internet?• How did your children strat using internet?

43%

47%

15%

2%

3-6 yrs. old

6-11 yrs. old

12-17 yrs. old

18 + yrs. old

58%

40%

2%

For entertainment

Because of school

Don’t know

Base: 638

Base: 759

Base: 97

83%

17%No

Yes44%

56%No

Yes

Base: 662

Base: 1.397

Becausethey are too

young

Social Networks

Social Networks Usage

Reasons not to use them

Social Networks Usage

• The penetration in Mexico of social networks remains the same among internet users: 9 out of 10 internet users access to a social network (the figure is even higher although it is not significant).

• The main barriers for those who do not access to social networks are privacy of information (which increases +24pp with respect to 2014) or because they do not consider them useful (which has also increased with respect to 2014).

• Are you subscribed to a social network?

93%

7%No

Yes

Base: 91

Base: 1.571

52%

40%

19%

17%

10%

10%

9%

8%

To protect my personal information

Not interested/Don’t find it to be fun

Cancelled the ones I used because I gotbored

I don’t have time

I don’t know how it works, I find it complicated

Because I’m afraid to get hooked on

Cancelled the ones I used because I hadpersonal problems due to them

Others

Base: 1.662

Significant differences

Men

Women

Conclusions

• The internet penetration rate already exceeds 50% among the Mexican target population (people 6 years old and older).

• Although the year-on-year growth decreases, this behavior concurs with the tendencies also observed in American markets such as the US or Brazil, and is still almost double as in other European markets such as Spain and Great Britain.

• The access location is mainly at home (84% such as in 2014), followed by the work place (42%). The access technology is paid wifi (80%) followed by wifi in public places (58%).

• The main devices for access to the network are: laptop (68%) followed by Smartphone (58%), which together with tablets are increasing their significance as internet tools; mobility is now more important than desktops.

• The time Mexicans spend on the internet continues to grow every year (according to the respondents), reaching 24 minutes more than in the previous study.

Conclusions I

Conclusions II

• The usage of social networks is the main reason to have access to the internet, which for the first time is the main reason instead of the traditional usage of emails and looking up information, such as in the previous years.

• 9 out of every 10 internet users use social networks mainly to communicate with friends followed by being informed (which has increased significantly in 2015). The social network par excellence is Facebook. Twitter and Instagram are now more relevant in mobile devices.

• Among work usage sending/receiving emails is still the main purpose to have access to the internet (65%), followed by looking information up (62%).

• With regard to leisure activities, music downloading (53%) is the third most important activity after social networks and emails.

Thank you very much!