Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Social media usage in Mexico - statistics & facts
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Mexican internet users are wired to social media, forming the second largest audience of social platforms in Latin America and the Caribbean, as well as one of the largest worldwide. Social networks are extensively and frequently used in the country, amassing almost a 90 million users with a considerable high penetration of these platforms within the region. This high engagement powers an industry that appears to be a spiritual substitute for its national television. Such presence turned these platforms into stages for local media personalities and emerging content creators, leading to a powerful influencer market that reflects the country’s lucrative social commerce and digital marketing sectors.
TikTok has already surpassed Instagram and is now the second most popular platform in the country. The success of the Chinese-developed platform is evident with more than 60 million users which are set to increase to 80 million by 2027. Nonetheless, Mexico has the fourth largest TikTok audience worldwide, behind Indonesia, the United States, and Brazil. With video consumption remaining strong in Mexico, YouTube’s protagonism also continues to grow nationally and regionally, with Mexican channels furthering the success of its visual and musical productions throughout Latin America.
Like other Latin American markets, Mexico's prominence in the regional social media industry is sustained by the enthusiastic engagement of its vast online community. As the commitment of Mexicans to media consumption fuses into social platforms, the importance of social media allied to the protagonism of local influencers represents an important aspect of the country’s digital advertising industry. Nonetheless, the country’s highly engaged users and their need for connectivity fuel the expansion of all social media-related sectors, making Mexico a strategic case study on the local sheer success of social networks.
Mexico’s new favorite screens
Mexican users are first and foremost motivated to use social networks to keep in touch with friends and relatives, with the accounts of people they knew being the most followed type of social account by Mexican users. Local audiences spend an average of more than three hours on social media daily, mostly using social media to send private messages and interact with posted content. Meanwhile, other common motivations to use social media include reading news stories, leisure, and finding video content, again reflecting the overall state of media consumption and the online social landscape in the country.What are the main social platforms in Mexico?
Meta’s platforms have a strong presence in Mexico, with four of its services being the most accessed platforms in Mexico. Facebook and WhatsApp take the front positions regarding usage reach, followed by Facebook Messenger and Instagram. Facebook also leads regarding the number of users and is still the favorite platform for 35 percent of Mexicans, as WhatsApp ranks second and Instagram ranks fourth.TikTok has already surpassed Instagram and is now the second most popular platform in the country. The success of the Chinese-developed platform is evident with more than 60 million users which are set to increase to 80 million by 2027. Nonetheless, Mexico has the fourth largest TikTok audience worldwide, behind Indonesia, the United States, and Brazil. With video consumption remaining strong in Mexico, YouTube’s protagonism also continues to grow nationally and regionally, with Mexican channels furthering the success of its visual and musical productions throughout Latin America.
A love for its celebrities and influencers
With around 97 percent of Mexicans claiming to follow an influencer or content creator on online platforms, making content creators the country’s most followed type of social media account. The increasing role of video content and its viral character in the region has harbored a new generation of Mexican influencers, with musicians and entertainment professionals constituting the most popular genre of influencers in Mexico.Like other Latin American markets, Mexico's prominence in the regional social media industry is sustained by the enthusiastic engagement of its vast online community. As the commitment of Mexicans to media consumption fuses into social platforms, the importance of social media allied to the protagonism of local influencers represents an important aspect of the country’s digital advertising industry. Nonetheless, the country’s highly engaged users and their need for connectivity fuel the expansion of all social media-related sectors, making Mexico a strategic case study on the local sheer success of social networks.
Tiago Bianchi
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Feb 3, 2025
Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
