MEXICO

AFFLUENTS
How Higher Income Consumers
Spend Time and Money Online
APRIL 2014
Osbaldo Franco
Contributors: Kaitlin Carlin, Mark Dolliver, Stephanie Wharton

Read this on
eMarketer for iPad
 EXECUTIVE SUMMARY Combined Household Income per Quintile in Mexico,
April 2013
billions of Mexican pesos
Consumers in the top socioeconomic categories in
Quintile 1 612.3
Mexico make up about 21% of the population, but
they have an outsize presence in digital life, as well as Quintile 2 253.8

real-world income and consumption. Quintile 3 166.6

Quintile 4 111.2
In a country where more than half the population falls 59.3 Quintile 5
below the poverty line, it is no surprise that there are
Source: Instituto Nacional de Estadística y Geografía (INEGI), "Encuesta
stark differences in internet and mobile uptake amongst Nacional de Ingresos y Gastos de los Hogares (ENIGH) 2012"; eMarketer
different classes. Higher income households are near calculations, Sep 17, 2013
171017 www.eMarketer.com
saturation levels of internet usage and they are far more
likely to have broadband and smartphones.

This report looks at a variety of data about the AB and

C+ classes in Mexico to better understand their digital
habits, attitudes and device ownership, including their
use of smartphones and tablets, social networks and
ecommerce—realms in which the country’s affluent often
resemble those in more advanced markets.
CONTENTS
2 Executive Summary
KEY QUESTIONS 3 Finding the Elusive Affluent
■■ Who are Mexico’s affluent? 5 Affluent Internet Users
8 Mobile Activities
■■ What are their consumption habits?
10 eMarketer Interviews
■■ How do they access the internet and what do they
10 Related eMarketer Reports
use it for?
10 Related Links
10 Editorial and Production Contributors

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 2
 FINDING THE ELUSIVE AFFLUENT
Some 52.3% of Mexico’s population lived below the
poverty line in 2012, so perhaps it is understandable
that research—both social and for marketing
purposes—tends to focus on the lower rungs of
society there.
Lifting the population above the poverty threshold and
integrating that massive group into digital life are goals
of paramount importance for Mexico. But the perennial
and, in fact, growing, social divide—in 2006, 42.9% of
the population lived in poverty—have made it almost
taboo to conduct conversations or public research about
attitudes and consumption habits among Mexico’s more
affluent population.
Safety concerns are another factor inhibiting studies of
Mexico’s affluents. The long-running drug war has made
extortion, kidnapping and other wealth-targeting crimes
too common for comfort.
Cultural norms can also stand in the way of understanding
and categorizing different earning groups. People in
Mexico in general are reluctant to disclose their income
to strangers, especially at the higher rungs of society.
“Income is not a very acceptable way” to screen survey
respondents, said Nathalie Sodeike, the MediaCT Director
at Ipsos. “People don’t like to answer that question in
Latin America, so you have to use alternative screening.”
However, Mexico’s higher earners might be said to be
“hiding in plain sight.” Verónica Almanza, a professor at
Universidad Autónoma de la Ciudad de México (UACM)
and Universidad Nacional Autónoma de México (UNAM),
put it this way: Mexico’s upper class is “ostentatious.”
According to Carmen Bueno, PhD, professor
and researcher in social studies at Universidad
Iberoamericana, an elite private university, “There
is not a [money-] saving culture. [Affluent] Mexican
consumers like to shop ... But unlike the American
[affluent] consumer, who is more rational and careful
with spending, in Mexico many consumers max out their
[credit] cards.”
MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 3
The benchmark measure of socioeconomic levels (SEL)
in Mexico is the SEL AMAI Index from AMAI, (Asociación
Mexicana de Agencias de Inteligencia de Mercado y
Opinión). First published in 1994, it includes a protocol
for marketers, researchers and census officials to assess
socioeconomic levels without having to ask about income
directly, a question hardly anyone in Mexico will answer
from a stranger.
From its inception, the index was designed as a holistic
measure of well-being, rather than a blunt income metric.
The current iteration of the AMAI Index is measured
through the “8x7 rule,” which consists of eight questions,
mainly about the home:
■■ Education level of the head of the home or
primary breadwinner
■■ Number of rooms in home
■■ Number of full bathrooms
■■ Number of light bulbs
■■ Number of vehicles
■■ Shower head availability
■■ Gas range or electric stove availability
■■ Type of floors
Answers to these questions are given points and
added up to come up with a total that is then tabulated
to categorize any given respondent in one of seven
socioeconomic levels: AB, C+, C, C-, D+, D- and E.
AMAI describes households in the AB group as the
segment of the population with the highest quality of
life. They represented 6.8% of urban households in the
country in 2011. Having all basic needs covered, AB is the
only socioeconomic level with enough resources to invest
and plan for the future. The C+ SEL comprises 14.2% of
households. But while individuals in this group have no
problem with basic needs, their ability to invest and save
is more limited.
In total, then, 21% of Mexico’s population is categorized
as belonging to the AB and C+ socioeconomic levels.
Based on AMAI estimates, The Competitive Intelligence
Unit (CIU) calculated that 24.36 million people currently
belong to these two groups in Mexico.
According to the World Bank, the top fifth of the High-definition TV sets (64.6%) are more common than
population by income was responsible for 52.8% of the standard TVs (55.2%) among Mexico’s affluents, but
country’s consumption in 2010. The upper half of that internet connected TVs remain less common at 48.5%.
quintile spent more than two-thirds of that figure—a
signal of the stark class differences in Mexico, even at
Electronic Devices Owned by Affluent Households* in
the top of the pyramid. By contrast, the lowest-earning Select Countries in Latin America, July 2013
20% was responsible for only 4.9% of the country’s % of respondents
consumption during that period. Argentina Brazil Mexico Latin America
Desktop computer 73.3% 68.2% 66.7% 68.3%
Data from the Instituto Nacional de Estadística y Internet connected HDTV 46.4% 61.9% 48.5% 55.2%
Geografía (INEGI) also shows sharp differences between Other TV 60.6% 47.6% 55.2% 51.9%
the top 20% of households and the rest of the country. Other HDTV 46.4% 42.0% 64.6% 50.5%
According to 2012 INEGI records, adjusted to reflect April Video game console 42.5% 51.5% 49.4% 49.6%

2013 values based on Consejo Nacional de Población Note: *located in urban areas and belong to specific socioeconomic levels
in Argentina (A, B, C1), Brazil (A1, A2, B1) and Mexico (A, B, C+)
(CONAPO) projections, the top 10% of households Source: Ipsos, "Affluent Survey Latin America," Feb 26, 2014
ranked by income each earned a quarterly average of 171053 www.eMarketer.com

MXN133,003 ($10,107). Meanwhile, the second decile
brought home a median MXN61,014 ($4,636) per quarter.
By contrast, household incomes in the third and last
deciles averaged MXN44,849 ($3,408) and MXN6,997
($532), respectively, per quarter.
According to the CIA World Factbook, “Per capita income
[in Mexico] is roughly one-third that of the US,” or an
estimated $15,600 at purchasing power parity levels.
WHAT DOES AFFLUENT LIFE LOOK LIKE
IN MEXICO?
According to a 2011 AMAI study conducted by Instituto de
Investigaciones Sociales (IIS), part of UNAM, a typical AB
household in Mexico has more than six rooms, compared
with about five among C+ homes.
Full bathrooms, phone services—both fixed and mobile—
stoves, microwave ovens and cars are ubiquitous among
the top two SELs. When it comes to internet and paid
TV subscriptions, however, AB households were farther
ahead. In both cases, penetration had surpassed 75% in
the wealthiest homes. Among C+ households, roughly
half had internet access as well as a cable or satellite TV
subscription. The penetration levels dropped to about a
third of middle class homes (SEL C) and were virtually
nonexistent in the D- and E levels
According to Ipsos data from its 2013 survey, Mexico’s
affluents had the highest average number of cars (1.85)
among that cohort in the top three markets in the region,
with Brazil (1.56) and Argentina (1.47) behind.
Households in the highest socioeconomic circles are
also some of the most banked. According to AMAI and
IIS estimates, credit card penetration reached 70.8% of
AB households in 2011. That figure dropped to 53.3%
among C+ homes and 3.7% at the lowest rung of the
socioeconomic ladder (E).
Mexico’s affluents typically send their kids to private
schools and prefer to socialize in private clubs. They also
travel on a regular basis, though individuals in the AB level
are more likely to vacation abroad while those in
C+ households opt for domestic travel more often but
may visit other countries, especially the United States,
once or twice per year.
CONSUMPTION PATTERNS AND ATTITUDES
According to April 2013 INEGI estimates, the 6.3 million
households at the top two deciles by income spend a
combined MXN569.2 billion ($43.3 billion) per quarter.
Of that amount, the largest portion of expenses
(16.3%) is devoted to the “food, drinks and tobacco”
category, followed by “transportation—vehicle
acquisition, maintenance, accessories and services—and
communications” and “home rent” with 13.3% and 11%,
respectively.
INEGI records show that households in the top 20%
income bracket spend a considerably smaller portion of
their budgets on food and drinks than does the overall
population, which averages 22.6% in that category.
Affluent households are more likely to devote resources
to home purchasing (1.2%), credit card payments (4.2%)
and savings (8.1%) than the respective national averages
of 0.8%, 2.3% and 5.1%.

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 4
The AMAI, IIS and UNAM study also found that greater
disposable income in the upper end of the social ladder
AFFLUENT INTERNET USERS
brings about greater spending in education, new car
Although internet penetration still has plenty of room
purchases, entertainment and savings.
to expand in Mexico, that growth isn’t going to come
Mexico’s higher earners tend to favor recognizable from higher income users. Among affluents, internet
brands. “They are quite different from the US affluents,” use is near saturation.
said Ipsos’ Sodeike. “I think [their shopping behavior]
is more similar to [affluents in] the Middle East, who eMarketer estimates that internet penetration remained
are quite keen on shopping and they’re willing to spend below 50% for Mexico as a whole in 2013. By contrast,
a big amount in watches or jewelry. They do like their a World Internet Project (WIP) México survey conducted
luxury products.” in association with Instituto Tecnológico y de Estudios
Superiores de Monterrey (ITESM) found that nearly
So it comes as no surprise that 69.1% of Mexico’s three-quarters of individuals in the ABC+ socioeconomic
affluents in an Ipsos poll agreed or strongly agreed with levels were internet users in 2013. Furthermore, every
the statement “I prefer to buy well-known brands,” and age bracket in the all-important “young internet users”
fully 74.6% who agreed with the statement “I like to segment (12- to 39-year-olds, in this case), registered
stand out in a crowd.” nearly full penetration rates beyond 90% during
that period.
Attitudes of Affluents* in Mexico, July 2013
% of respondents Demographic Profile of Internet Users in Mexico, by
Age and Socioeconomic* Status, July 2013
People like me are responsible for today's society
% of population in each group
80.2%
ABC+ C D+ D-
I like trying out new things
78.4% <3 16% 14% 12% 1%
4-11 65% 44% 40% 38%
I am very interested in learning about foreign cultures
75.9% 12-18 96% 94% 84% 75%
19-25 97% 85% 76% 63%
I value the recommendations of other consumers
75.7% 26-32 95% 83% 68% 55%
33-39 92% 74% 40% 43%
I like to stand out in a crowd
74.6% 40-46 77% 46% 29% 27%
47-53 71% 52% 32% 14%
I enjoy watching foreign TV channels
54-70 51% 27% 12% 9%
74.5%
70+ 11% 19% 3% 1%
I am always interested in new products on the market
Total 73% 59% 47% 39%
73.4%
Note: *as defined by the Asociación Mexicana de Agencias de
I only buy something if I really need it Investigación de Mercado y Opinión Pública (AMAI)
71.0% Source: World Internet Project, "Estudio 2013 de hábitos y percepciones de
los mexicanos sobre Internet y diversas tecnologías asociadas," Nov 26,
I do not mind paying for extra quality 2013
70.0% 167678 www.eMarketer.com

I prefer to buy well-known brands

69.1%
In total, the WIP and ITESM study calculated that
17 million people living in ABC+ households in Mexico
Sports play a big role in my life
63.2% were internet users during 2013, representing 27% of the
I enjoy reading foreign newspapers and magazines estimated 59.2 million web users in the country last year.
57.4%
I am always one of the first to have technologically innovative Not only are most affluents already on the web, they
products are active users. Interactive Advertising Bureau México
51.8%
(IAB México) found that, despite being outnumbered
I am very interested in fashion trends
in absolute terms, consumers in the ABC+ circles
46.2%
were a majority among heavy internet users—defined
Note: ages 25-64; *main income earners who live in urban areas and as consumers who spend at least 5 hours per day on
belong to socioeconomic levels A, B or C+
Source: Ipsos, "Affluent Survey Latin America," Feb 26, 2014 the web.
171058 www.eMarketer.com

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 5
DIGITAL SHOPPERS AND BUYERS Digital Spending Among Affluent* Digital Buyers** in
Mexico, by Product Category, Sep 2013
Given that affluent internet users have the most % of respondents in each group
A/B C+
disposable income available and are the heaviest users of
the internet, it should come as no surprise that they are Entertainment/leisure 44.4% 29.1%
Travel 38.4% 20.2%
more likely to participate in ecommerce.
Electronics & computer products 34.7% 27.5%
Fashion 33.2% 20.8%
September 2013 research by the Mexico City office of
Culture 29.0% 20.8%
Spain’s The Cocktail Analysis and Instituto Superior para
Phone, internet & cable TV 26.6% 17.1%
el Desarrollo de Internet (ISDI) shows that roughly eight Sports goods 17.5% 8.6%
out of 10 internet users in the elite AB class had made a Beauty products 16.9% 14.4%
digital purchase via any device in the 12 months prior to Banking products 16.9% 10.4%
taking the survey. Two-thirds of C+ internet users did so Home goods 16.6% 8.6%
as well. Food & drinks 12.4% 8.6%
Pharmaceuticals 7.9% 4.9%
Insurance 7.6% 3.4%
Digital Buyers* in Mexico, by Socioeconomic Status**,
Note: *individuals living in socioeconomic level AB/C+ households as
Sep 2013 defined by the Asociación Mexicana de Agencias de Inteligencia de
% of total Mercado y Opinión (AMAI); **who purchased digitally at least once in the
12 months prior to survey
A/B 82.2% Source: The Cocktail Analysis and Instituto Superior para el Desarrollo de
Internet (ISDI), "La compra online en México," Nov 6, 2013
C+ 66.4% 171101 www.eMarketer.com

C 53.7% January 2014 research by the CIU found that affluents

D+ 39.0% were not yet buying via mobile, though. Among digital
D 18.7% buyers polled, just 13% said a mobile phone was
their primary device for making purchases online and
Note: *who purchased digitally at least once in the 12 months prior to
survey; **as defined by the Asociación Mexicana de Agencias de only 12% said the same for tablets. Instead, affluent
Inteligencia de Mercado y Opinión (AMAI) digital buyers were purchasing via PCs, with nearly
Source: The Cocktail Analysis and Instituto Superior para el Desarrollo de
Internet (ISDI), "La compra online en México," Nov 6, 2013 three-quarters reporting a computer was their primary
171102 www.eMarketer.com digital purchasing device.
For perspective, consider that, according to IAB México
and Millward Brown estimates, 55% of the overall Primary Device Used to Make Purchases Online
online population were digital buyers in 2013. The study Among Affluent* Digital Buyers in Mexico, Jan 2014
also found that 71% of ABC+ internet users were % of total
digital buyers.
Tablet Video game
12% console
Without a doubt, “Ecommerce is happening in these 3%
markets,” says Ipsos’ Sodeike. “They buy [digitally] all Mobile phone
sorts of things. Tickets, household appliances, mobile 13%
phones, smartphones—all kind of products.” Computer
72%

Though virtual goods such as tickets for entertainment

and leisure activities are still the most common
digital purchases among AB (44.4%) and C+ (29.1%)
consumers, physical goods are also being purchased
online. “Electronics & computer products” was the
third most purchased category among AB digital buyers
(34.7%) and second among those living in C+ households
(27.5%). Fashion products followed with 33.2% and
20.8%, respectively, of AB and C+ digital buyers.
Note: *individuals living in socioeconomic level AB/C+ households as
defined by the Asociación Mexicana de Agencias de Inteligencia de
Mercado y Opinión (AMAI)
Source: The Competitive Intelligence Unit (CIU), Feb 7, 2014
169776 www.eMarketer.com
The CIU study also found that affluent digital buyers were
most likely to buy travel tickets (22%), apparel/accessories
(19%) and electronics (16%).

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 6
Meanwhile, The Cocktail Analysis and ISDI found that Affluent* Social Network Users** in Mexico, by Site,
banking cards—credit and debit—are by far the most July 2013
popular payment method for digital purchases among % of respondents
digital buyers in the AB (54.4%) and C+ (48.0%) Visited any social/professional networking site 91.3%
socioeconomic groups. Other payment methods requiring
Facebook 81.6%
a bank account such as PayPal (14.7% among AB) and
Google+ 62.8%
transfers (12.0% among C+) follow at some distance.
Interestingly, affluents also use payment methods geared Twitter 42.1%

toward the unbanked population: Roughly one-tenth of LinkedIn 23.8%

affluents said they had paid for digital purchases upon Other 9.9%
delivery or at a brick-and-mortar location.
5.9% None

Although affluent consumers tend to have more Note: ages 25-64; *main income earners who live in urban areas and
belong to socioeconomic levels A, B or C+; **visited in the past 30 days
experience with bank products, they are not necessarily Source: Ipsos, "Affluent Survey Latin America," Feb 26, 2014
confident about security online. Among ABC+ consumers 171056 www.eMarketer.com

who did not purchase digitally, more than a quarter told
the Cocktail Analysis the main reason was their lack of
trust in payment methods.
SOCIAL MEDIA USAGE
Social networking is the most widely cited online
activity among internet users in Mexico, 85% of whom
were social network users in 2013, said IAB México
and Millward Brown. By that measure, affluents were
not different from the general population, as 86% of
them were found to have at least one profile on any
social network.
But there are some differences that seem to be
associated with income levels. According to a November
2013 CIU study, Facebook penetration grows as
socioeconomic status drops. Of all AB level social
network users, 54% reported having a Facebook account.
The level rose to 67% of social users in the C+ group, and
jumped to 88% among the D+ or lower levels.
By contrast, Twitter and Instagram uptake was highest
among the AB cohort, with rates of 29% and 11%,
respectively, for each of the properties. In both cases,
however, adoption only dropped dramatically among the
populous low-income levels (D+ and lower).

Other studies also point at social media saturation among Social Network User Penetration in Mexico, by
Property and Socioeconomic Status, Aug 2013
Mexico affluents. The 2013 Ipsos Latin America Affluents
% of respondents in each group
study, for example, found that nine out of 10 affluent
A/B C+ C/C- D+/D/E
internet users were social networkers. And according
Facebook 54% 67% 70% 88%
to the CIU, fully 71% of the affluent population were
Twitter 29% 24% 22% 10%
social network users—compared with 75% who were Instagram 11% 4% 5% 2%
internet users. YouTube 9% 8% 6% 5%
Pinterest 2% 0% 1% 0%
Tumblr 1% 1% 1% 1%
LinkedIn 1% 1% 0% 0%
Google+ 1% 1% 0% 0%
Badoo 1% 0% 1% 0%
Source: The Competitive Intelligence Unit, "¿Cuál es el Perfil del Usuario de
Redes Sociales en México?" Nov 25, 2013
170420 www.eMarketer.com

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 7
Thus, it makes sense that luxury brands and retailers
might reach out to their high-class clientele via Twitter
and Instagram. According to Carlos Silis, head of digital
marketing at El Palacio de Hierro, a department store
akin to Bloomingdale’s, “We have almost 300,000 Twitter
followers and 46,000 in Instagram.” He added that the
company also has almost 5,000 subscribers on Pinterest,
a social property that has very little traction in Mexico
to date.
This is not to say high-end brands disregard the use of
Facebook, though. “[On Facebook,] we have 2 million
followers and big engagement rates,” said Silis.
MOBILE ACTIVITIES
Predictably, affluents are more likely to own mobile
devices than the average person in Mexico. Affluent
mobile device users represent 26.0% of the market,
according to IAB México and Millward Brown. (That
cohort makes up just 21% of the total population.)
IAB México includes feature phones, mobile video game
consoles, MP3 players, smartphones and tablets with
internet connection in its definition of mobile devices.
Demographic Profile of Mobile Device* Users in
Mexico, Oct 2013
% of respondents
Gender
Male 50.3%

Female 49.7%
Age
13-18 15.6%

19-24 16.7%

25-35 25.3%

36-45 19.8%

46-70 22.6%
Socioeconomic status
ABC+ 26.0%

C 20.0%

C-/D+ 36.0%

DE 18.0%

Note: *includes feature phones, mobile video game consoles, MP3 players,
smartphones and tablets with internet connection
Source: Interactive Advertising Bureau México (IAB México) and Millward
Brown, "Estudio de usos y hábitos de dispositivos móviles en México,"
Nov 26, 2013
167594 www.eMarketer.com

A more detailed breakdown by mobile devices and

services shows just how wide the gap between affluents
and the general population is. According to a CIU study,
mobile connections were ubiquitous among affluents,
with a 111.2% penetration of that group in December
2013. In Mexico as a whole, mobile connection
penetration stood at 86.9% of the population during the
same period. Meanwhile, smartphone, tablet and mobile
broadband uptake were roughly twice as common among
affluents than they were among the general population.

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 8
Penetration of Mobile Devices/Services Among Such share in the mobile landscape is hardly surprising
Affluent* vs. Total Consumers in Mexico, Dec 2013 if one considers that, according to the Ipsos Latin
% of population in each group America Affluents study conducted in the three largest
Mobile connections metropolitan areas of the country, 91.1% of affluents
111.2% were smartphone users last year, outpacing the regional
86.9% average of 81.0%.
Smartphones
60.4% Going online on a smartphone, however, was still
27.1%
constrained. According to IAB México and Millward
Mobile broadband
Brown, 55% of ABC+ internet users went online via
26.6%
smartphone—a relatively low level of mobile phone
13.5%
internet usage on the device, given its high penetration
Tablets
9.6%
rates in that group. Still, it was well ahead of the national
5.0% average of 41%.
Affluent* consumers Total consumers
Tablet uptake is still in very early stages of adoption,
Note: *individuals living in socioeconomic level AB/C+ households as but it also shows the contrasting dynamics at play in
defined by the Asociación Mexicana de Agencias de Inteligencia de
Mercado y Opinión (AMAI) Mexico. According to the CIU, 13.0% of consumers in
Source: The Competitive Intelligence Unit (CIU), Feb 7, 2014
the AB group were tablet users, nearly double the 7.0%
169844 www.eMarketer.com
of C+ consumers who used the coveted device. Tablet
Limiting the scope to smartphones, the gap between penetration dropped to 2.0% or less among the middle
affluents and the rest of the population is even clearer. and lower classes.
According to the CIU, 47.0% of smartphone users in
Mexico belonged to top-earning ABC+ households in
Demographic Profile of Tablet Users in Mexico,
July 2013. April 2013
% of population in each group
Demographic Profile of Smartphone Users in Mexico, Age
July 2013 <20 3.4%
% of total
21-25 3.5%
Gender
26-30 4.1%
Male 56%
Female 44% 31-40 5.3%

Age 41-50 4.5%

10-15 4.3%
50+ 2.0%
16-20 14.8%
Socioeconomic status
21-25 20.7%
A/B 13.0%
26-30 21.0%
31-35 15.0% C+ 7.0%

36-40 10.0% C 2.0%

41-45 6.6% D/E 1.0%
46-50 4.1%
Total 4.1%
51-55 2.2%
56-60 0.7% Source: The Competitive Intelligence Unit as cited in company newsletter,
61-65 0.4% Sep 23, 2013
164542 www.eMarketer.com
65+ 0.1%
Socioeconomic status Though overall tablet adoption in Mexico is within the
A/B 13.0% range of emerging economies (generally under 5%
C+ 34.0%
in 2013), affluents are clearly ahead of the curve in
C/C- 45.0%
the country.
D+/D/E 8.0%
Note: numbers may not add up to 100% due to rounding
Source: The Competitive Intelligence Unit (CIU), Nov 14, 2013
166159 www.eMarketer.com

MEXICO AFFLUENTS: HOW HIGHER INCOME CONSUMERS SPEND TIME AND MONEY ONLINE ©2014 EMARKETER INC. ALL RIGHTS RESERVED 9
 EMARKETER INTERVIEWS RELATED LINKS
Marketing in Mexico and Brazil: United Colors of Asociación Mexicana de Agencias de Inteligencia de
Benetton Adapts to Its Audience Mercado y Opinión (AMAI)
Cristina Cuturi Central Intelligence Agency (CIA)
Director of Communications for Latin America Consejo Nacional de Población (CONAPO)
United Colors of Benetton
El Palacio de Hierro
Interview conducted on February 22, 2014
Instituto de Investigaciones Sociales (IIS)
Verónica Almanza Instituto Nacional de Estadística y Geografía (INEGI)
Researcher and Professor
Instituto Superior para el Desarrollo de Internet (ISDI)
Universidad Autónoma de la Ciudad
de México and Universidad Nacional Instituto Tecnológico y de Estudios Superiores de
Autónoma de México
Interview conducted on February 24, 2014
Monterrey (ITESM)
Interactive Advertising Bureau México (IAB México)
Carlos Silis Ipsos
Head of Digital Marketing
El Palacio de Hierro
Millward Brown
Interview conducted on February 20, 2014 The Cocktail Analysis
The Competitive Intelligence Unit (CIU)
Carmen Bueno, PhD
Researcher and Professor
United Colors of Benetton
Universidad Iberoamericana Universidad Autónoma de la Ciudad de México
Interview conducted on February 24, 2014 (UACM)
Universidad Iberoamericana
Fernando Gutiérrez
Universidad Nacional Autónoma de México (UNAM)
General Coordinator
World Internet Project, México World Bank
Interview conducted on February 27, 2014 World Internet Project (WIP)

Nathalie Sodeike
MediaCT Director EDITORIAL AND
Ipsos PRODUCTION CONTRIBUTORS
Interview conducted on February 14, 2014

Cliff Annicelli Managing Editor, Reports

Ben Clague Chart Data Specialist
RELATED EMARKETER REPORTS Joanne DiCamillo Senior Production Artist
Noah Elkin Executive Editor
Mexico Digital Demographics: Diversity with Distinct Stephanie Gehrsitz Senior Production Artist
Usage Habits Dana Hill Director of Production
Affluents in the US: How They Behave as Consumers Kris Oser Deputy Editorial Director
(and Matter to Marketers) Ezra Palmer Editorial Director
Heather Price Copy Editor
UK Affluents: Definitely Digital, but Hard to Target
Katharine Ulrich Copy Editor

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