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According to a study prepared by MillwardBrown, a marketing and brand research agency, (part of of Kantar, the information and consultancy division of WPP), the average internet usage in Mexico increased one hour from 2009 to 2010. The research was based on 1,292 interviews.
The biggest jump was in teenagers’ internet usage, which jumped from 3.1 to 3.9 hours for those ages 12-18. Higher demand is the main factor associated with this increase. There has been an increase of Internet infrastructure in Mexico, in metropolitan areas and more internet cafes in medium-sized to small towns (in every corner of main streets and plazas, at least).
In terms of marketing, these numbers mean a great opportunity for ALL businesses. Advertisers will have to create a smart digital strategy that will call and keep the attention of young web surfers in Mexico. It will be interesting to see new cyber strategies from companies and agencies. I say, know your surfer, be creative and prepare for more hours of internet viewing in 2011!