Instant Messaging Advertising - Mexico

Mexico

Highlights

Ad spending in the Instant Messaging Advertising market in Mexico is forecasted to reach US$1.91m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.09%, leading to a projected market volume of US$2.58m by 2030.
When compared globally, the United States will generate the highest ad spending (US$74.28m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.02 in 2024.
In Mexico, Instant Messaging Advertising is gaining traction as businesses seek to engage with tech-savvy consumers in real-time, driving innovation in the advertising market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in Mexico is experiencing significant growth and development.

Customer preferences: Mexican consumers are increasingly using instant messaging apps as their primary means of communication. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through these platforms. With the rise in smartphone penetration and the availability of affordable mobile data plans, more and more Mexicans are using instant messaging apps to stay connected with friends, family, and colleagues. This has resulted in a large user base for instant messaging apps in Mexico, making it an attractive platform for advertisers.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Mexico is the integration of advertising within the messaging experience. Advertisers are now leveraging the interactive nature of instant messaging apps to engage with users in a more personalized and targeted manner. They are using features such as chatbots and stickers to deliver branded content and promotions directly to users. This not only enhances the user experience but also allows advertisers to gather valuable data and insights about their target audience. Another trend in the market is the use of influencer marketing within instant messaging apps. Mexican consumers are highly influenced by social media personalities and celebrities. Advertisers are collaborating with these influencers to promote their products and services through instant messaging apps. This form of advertising is particularly effective in reaching younger demographics who are more likely to trust recommendations from influencers.

Local special circumstances: Mexico has a large and growing young population, which makes it an attractive market for instant messaging advertising. Younger consumers are more likely to use instant messaging apps as their primary mode of communication, providing advertisers with a direct channel to reach this demographic. Additionally, Mexico has a vibrant and active social media culture, with users spending a significant amount of time on platforms such as Facebook, Instagram, and WhatsApp. This presents a unique opportunity for advertisers to leverage the popularity of these platforms and engage with Mexican consumers.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Mexico can also be attributed to the country's strong economic performance. Mexico has a stable and growing economy, with a rising middle class that has increased purchasing power. This has led to increased consumer spending on products and services, creating a demand for advertising to reach these consumers. Additionally, the Mexican government has made efforts to improve internet connectivity and digital infrastructure, further driving the adoption of instant messaging apps and creating a conducive environment for advertising. In conclusion, the Instant Messaging Advertising market in Mexico is experiencing significant growth and development due to changing consumer preferences, the integration of advertising within the messaging experience, the use of influencer marketing, the large and growing young population, the vibrant social media culture, and the country's strong macroeconomic factors. Advertisers are capitalizing on these trends and special circumstances to effectively reach their target audience and drive business growth.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.