Mexico is the No. 2 country in Latin America in smartphone audience size, with 38.5 million smartphone users this year, eMarketer estimates.
Based on eMarketer’s demographic breakdowns, that audience skews decidedly young and male.
This year, when 47.4% of all mobile phone users in Mexico will have a smartphone, penetration will be 52.3% among male mobile phone users and just 42.0% among their female counterparts, which means 57.5% of the total smartphone audience in the country will be male. Smartphone penetration is expected to rise among both groups, evening out somewhat to a 7-percentage-point gap in reach by 2019, when men will still make up more than half of the smartphone user base in the country.
There are even bigger differentials in smartphone usage based on age. The highest penetration this year is among mobile phone users ages 18 to 24, 58.1% of whom will use smartphones. But among those 65 and older, the share drops to just 15.0%.
These differences too will begin to smooth by the end of eMarketer’s forecast period, but the bulk of Mexico’s smartphone users will be young for the foreseeable future. In 2019, eMarketer estimates, 16.7% of smartphone users in Mexico will be under 18, and an additional 45.8% will be ages 18 to 34.
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.