México: Llegar al consumidor

Consumer Profile | Marketing Opportunities |

Consumer Profile

Population in Figures

Total Population:: 113,423,047
Urban Population:: 77.8%
Rural Population:: 22.2%
Density of Population:: 58 Inhab./km²
Men (in %): 49.2%
Women (in %): 50.7%
Annual Growth Rate of the Population:: 1.23%
Medium Age:: 25.6
Ethnic Origins of the Population:: 60% mixed ethnic origins (Amerindian - Spanish), 30% Amerindian, 9% white people and others 1%.

Population of main cities including suburbs

Name	Population
Mexico city	22,900,000
Guadalajara	4,550,000
Monterrey	4,075,000
Puebla	1,930,000
Toluca	1,740,000

Source: Citypopulation.de, 2009 - Last Available Data.

Age of the Population

Life Expectancy in Years
Men:	74.1
Women:	79.7

Source: World Bank, last available data., 2009 - Last Available Data.

Distribution of the Population By Age Bracket in %
Under 5:	9.1%
6 to 14:	18.9%
16 to 24:	17.9%
25 to 69:	49.8%
Over 70:	4.3%
Over 80:	1.4%

Source: United Nations, Department of Economic and Social Affairs, Population Division, Prospects 2010 - Last Available Data.

Household Composition

Average Age of the Head of the Household*	39.5 Years
Total Number of Households (in million)**	25.9
Average Size of the Households**	4.2 Persons
Percent of Households of 1 Person**	6.3%
Percent of Households of 2 Persons**	12.8%
Percent of Households of 3 or 4 Persons**	40.3%
Percent of Households of 5 Persons and More**	40.3%

Source: * Statistics for the "Day of the Mexican Family" report created by INEGI, 2007., 2007; ** INEGI (National Statistics and Geography Institute), 2000 - Last Available Data.

Consumption Expenditure

Purchasing Power Parity	2009	2010	2011	2012 (e)	2013 (e)
Purchasing Power Parity (Local Currency Unit per USD)	8.10	8.35	8.48	8.60	8.84

Definition: Purchasing Power Parity is the Number of Units of a Country's Currency Required to Buy the Same Amounts of Goods and Services in the Domestic Market as USD Would Buy in the United States.

Note: (e) Estimated Data

Household Final Consumption Expenditure	2008	2009	2010
Household Final Consumption Expenditure (Million USD, Constant Price 2000)	508,240	477,220	491,412
Household Final Consumption Expenditure (Annual Growth, %)	1.9	-6.1	3.0
Household Final Consumption Expenditure per Capita (USD, Constant Price 2000)	4,594	4,260	4,333
Household Final Consumption Expenditure (% of GDP)	64.8	67.7	68.4

Source: World Bank - Last Available Data.

Consumption Expenditure By Product Category as % of Total Expenditure	2008
Food and non-alcoholic beverages	22.1%
Alcoholic beverages, tobacco and narcotics	2.2%
Clothing and footwear	2.3%
Housing, water, electricity, gas and other fuels	21.3%
Furnishings, household equipment and routine maintenance of the house	4.2%
Health	4.1%
Transport	13.9%
Communication	3.9%
Recreation and culture	4.8%
Education	2.4%
Restaurants and hotels	4.0%
Miscellaneous goods and services	7.9%

Source: UN Data, Last Available Data

Household Equipment

Main Consumer Durables as % of Households Owning Them	2008
Television	93.2%
Fixed telephone	51.1%
Cellular telephone	61.0%
Computer without Internet connection	25.7%
Computer with Internet connection	13.5%
Radio	87.3%
Video casette recorder	38.6%

Source: INEGI - Information Society, 2001 -2008, Last Available Data

Information Technology and Communication Equipment, per 100 Inhabitants	2009
Telephone Subscribers	88.3
Main Telephone Lines	18.9
Cellular mobile subscribers	69.4
Internet Users	21.4
PCs	14.4

Source: International Telecommunication Union, Last Available Data

Marketing Opportunities

Growing Sectors: Automobile, education and training, electronics, energy, environmental protection equipment, construction, security/safety, telecommunications, tourism.
Consumer Behavior: The buying decision is strongly influenced by family and friends, but the most of the time, the buyer is the housewife. Mexicans frequently use customer service. Promotional prices are very much appreciated.
Consumer Profile and Purchasing Power: It is difficult to influence a Mexican consumer, he is aware of brand names, he is well informed and demanding on the cost-benefit ratio. Mexicans expect to be treated individually and prefer the places where there is personalized service. In general, Mexicans are very loyal to their preferred brands.
Consumer Recourse to Credit: Mexicans are going through an euphoric shopping period, and therefore they are requesting bank credits. The financial services proposed by large stores are a way to attract a huge clientele.
Consumers Associations: PROFECO , Federal Commission for Consumer Protection
Alconsumidor , Civil Association for Consumer Assistance
COFETEL , Telecommunications Federal Commission

Media in Which to Advertise

Television: Television advertisement has a strong influence, mostly on children and housewives. However, the production cost is very high. The enterprises that benefit the most from this form of publicity are the supermarkets.

Main Televisions
Grupo Televisa SA De CV-Channels 2,5,9
TV Metropolitana- Channel 22
TV Azteca- Channel 7 & Channel 13
XEIPN TV Channel 11
Press: The press is the communication media that gives the most prestige to a publicity campaign because it reaches a great number of people. It is considered a credible, serious media. In Mexico, more than 100 different newspapers circulate.

Main Newspapers
Reforma
Excelsior
El Universal
La Jornada
Mail: Direct mail advertising is generally used only by bank and insurance institutions because of the deficiency in the postal service. A huge amount of fliers and advertising material is distributed daily on the main avenues and shopping places to promote the sales of products and services.
Radio: In Mexico, radio is a potent and efficient communication tool because it is listened to: in public transportation, restaurants, homes and even in some offices. It is a very effective advertising method that guarantees a good position.

Main Radios
JWT Mexico
Radio Broadcasting Association of Valle de Mexico
New Technologies (E-Marketing, SMS, etc.): Online campaigns have strengthened the public perception to favor brands that appear online as opposed to those that do not advertise online, thanks to the banner ads that flash on the computer screens.
Publicity by e-mail is, in general, deleted and rejected immediately.
There is no market by SMS in Mexico because it lacks the infrastructure to store this type of data.

Market Leaders:
Interactive Advertising Bureau -Mexico
Konka
Vecasys
Main Advertising Agencies: 021
JWT Mexico
KP Alazraki
Employers' Welfare Action
Mexican Association of Advertising Agencies

Main Principles of Advertising Regulations

Beverages/Alcohol: It is allowed after 10 PM and alternates with health, nutrition and sanitary educational information. However, the legislative power can change its regulations to follow the European ones. Some issues have been presented to the senate but have not yet been voted on.
Cigarettes: Since 2003, tobacco advertisement has been suppressed from radio and television advertisement, as well as electronic media. It is mandatory to add comments about possible health hazards due to tobacco consumption such as "Smoking kills and causes pulmonary cancer", "Smoking during pregnancy can produce a stillbirth", etc.
Pharmaceuticals/Drugs: Over-the-counter medicines can be advertised on television and other communications media. However, the advertisement of prescribed medicines is limited to professional health providers.
Other Rules: The Federal Law of Radio and Television prohibits the advertisement of vice centers or places that could incite violence, as well as any other image or text that can harass modesty, moral or good behavior.

- The diffusion of advertisement must follow a classified schedule depending on the type of public:
- Children: Any schedule
- Teenagers: After 9 PM
- Adults: After 10 PM
Use of Foreign Languages in Advertisement: Publicity must be expressed in Spanish, but there is no bias against adding expressions from other languages.
Organizations Regulating Advertising: Office of the Federal Prosceutor for the Consumer
Federal Laws of Consumer Protection
Ministry of Communication and Transportation
Ministry of Economy

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