Habits of Internet Users in Mexico, 2004

1
Habits of Internet Users in Mexico, 2004

• EXECUTIVE SUMMARY
• For information or getting CD with entire
  research paper
• info_at_amipci.org.mx www.amipci.org.mx

2
Objectives Methodology
3
Objective

• To acquire a deeper knowledge about Mexican
  Internet users with regards to their habits of
  use and their social and demographic
  characteristics.

4
Survey Methodology
5
Inference Methodology
NORMALIZATION OF THE AMIPCI SAMPLE BASED ON THE
BI-YEARLY CONSUMPTION SURVEY CONDUCTED BY SELECT
ON 21,000 INDIVIDUALS IN 28 CITIES OF MEXICO.
WEIGHT OF SAMPLE NORMALIZED TO THE UNIVERSE OF
INTERNET USERS IN MEXICO, 2004.
TOTAL INTERNET USERS IN MEXICO, PROJECTED FOR THE
CLOSE 2004 14,901,687
6
Universe of Internet Users
TOTAL INTERNET USERS IN MEXICO, PROJECTED FOR THE
CLOSE OF 2004. 14,901,687

• THE TOTAL NUMBER OF INTERNET USERS PRESENTED
• DOES NOT INCLUDE
• Individuals under 13 years of age
• Individuals over 65 years of age
• Cities les than 100,000 inhabitants
• Internet Users connecting to the web less than 3
  times per month

7
Universe of Internet Users
8
Sample Distribution
Total participating portals and sites
34 Sample 7,639 surveys
9
Demographics of Internet Users
10
What is your gender?
Female
Male
Source Habits of Internet Users in Mexico,
2004 survey
11
How old are you?
Over years
years
-
years
-
Source Habits of Internet Users in Mexico,
2004 survey
12
Socioeconomic Level of Users
Source Habits of Internet Users in Mexico,
2004 survey
13
What is your main occupation?
Users
Unemployed 2 Housewife 2 Retired or Pensioned
1 Did not answer 4 Self-Employed 17 Student
28 Employee 46
Source Habits of Internet Users in Mexico,
2004 survey
14
What is your highest level of education?
Higher Level
Completed College 36 Some College 16 Doctoral
Program 1 Masters Degree or Special Diploma
Program 11
68 Nivel Superior
Completed High School 14.4 Incomplete High
School 5.3 Technical Program 7 Commercial
Program 3 Completed Middle School 6 Incomplete
Middle School 1 Completed Primary School
0.5 Incomplete Primary School 0.3 Other 64
Source Habits of Internet Users in Mexico,
2004 survey
15
What state in Mexico are you visiting from?
33
Mexico City
14
State of Mexico
7
Jalisco
5
Nuevo León
4
Puebla
4
Veracruz
2
Guanajuato
2
Chihuahua
2
Baja California
2
Tamaulipas
23
Others
1
Outside of Mexico
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
n7,639
16
Characteristics of Internet access
17
From where do you mostly access the Internet?
Multiple response
U14.9 (M Users)
78
62
37
26
14
Home
Office
Cybercafe/Public
School
Relative and/or
Place
Friends Home
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
18
What kind of connection do you mostly use to
have access to the Web?
Multiple Response
U14.9 (M Users)
34
29
15
9
8
6
6
5
Fixed Rent
Prepay
Charge per
Cable
Wireless
Dedicated
ADSL Prodigy
Other
minute
Link
Infinitum or
E1/T1
similar
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
19
How many e-mail accounts do you regularly check?
On average 3 accounts per person are checked
36
28
18
Users
13
6
1
2
3
4
More than 4
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
U14.9 (M Users)
20
Internet Use Habits
21
What do you usually do when you navigate the
Internet?
88
Read and send email
84
Look for informaiton
Chat/Use Messenger
61
49
Read news
41
Download video audio pictures software
Check or or pay bank services
37
Work/As an office away from the office
30
26
Play online/ Entertainment /Shows
24
Compare prices/Search Offers and promotions
Listen to radio/ Watch videos
22
Multiple Response
Buy or pay products
18
U14.9 (M Users)
Pay services
18
Answer online surveys
17
Make travel reservations or get airline tickets
11
Others
5
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
22
What Internet portals do you visit the most when
browsing?
61
Browsers
60
Horizontal Portal s
News Portals
47
Banking Financial Insurance Portals
35
Art and Culture Sites
30
Government Agencies
30
28
MP3 Music or Video Portals
23
Online stores and/or Auctions
Software/Hardware Suppliers
21
Business Portals
18
Multiple Response
16
Health Portals
Associations Chambers or NGOs
13
U14.9 (M Users)
Infrastructure Access and Hosting Suppliers
7
6
Suppliers /B2B
6
Others
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
23
How has the use of the Internet affected the use
of the following media?
42
52
6
Television
51
11
38
Radio
39
7
54
Newspapers
45
7
48
Magazines
56
20
24
Going to Movies
51
34
14
Listening to Music
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Same
More
Less
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
U14.9 (M Users)
24
Buying through Internet
25
Have you ever bought a product or paid for a
service through the Internet?
7,870,093
7,031,594
14,901,687
41
49
No
59
Yes
59
51
41
Male
Female
Total
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
26
Why have you not bought a product or paid for a
service through the Internet?
55
I like to go see the things I buy
42
Dont have credit or debit card
39
Afraid to give credit card number
36
Dont know if Ill get merchandise
18
Cost of Shipping is high
9
Multiple Response
They take too long to deliver things
U7.36 (M Users)
7
Others
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
27
Would you indicate if it was a personal purchase
or a purchase for the company you work with?
U7.54 (M Users)
For the company
Source Habits of Internet Users in Mexico,
2004 survey
28
What products or services have you acquired or
paid for over the Internet in the last 12 months?
(Top 10)
U 7.54 (M Users)
36
Utilities water power phone etc
30
Books and/or Magazines
27
Computers
26
MP3 Music Records
23
Airline Tickets
22
Show Tickets
22
Computer Software
22
Taxes
21
Electronic Appliances
20
Hotel/car/tour reservations
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
29
How much money did you spend / on average / in
your last Internet purchase?
3,000
General
Average 5,573
1,000
400
150
Percentile 5
Percentile 25
Percentile 50
Percentile75
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
U7.53 (M Users)
Source Habits of Internet Users in Mexico,
2004 survey
30
What means do you use to pay for your Internet
purchases?
42
Banamex
33
BBVA/Bancomer
22
Deposit
16
American Express
15
HSBC
12
Efectivo contra entrega (COD)
10
Santander Serfin
6
Liverpool
Multiple Response
4
Palacio de Hierro
4
Banorte
U7.54 (M Users)
4
Scotiabank/Inverlat
3
Check
3
Wal/Mart / Suburbia
3
Sanborns
2
Sears
1
Fábricas de Francia
1
Inbursa
1
IXE
1
Banco Azteca
3
Others
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
31
What percentage of your Internet purchases or
payments do you do in Mexican portals or websites?
International
National
U7.54 (M Users)
Source Habits of Internet Users in Mexico,
2004 survey
32
Internet Banking
33
Do you use internet banking services?
7,186,264
7,715,422
14,901,687
No
49
52
51
Yes
57
48
43
Male
Female
Total
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
34
Why dont you use Internet banking services?
U 7.72 (M Users)
45
Do not trust doing online operations
24
Like to go to bank/ATM
24
I am not an advanced user to be able to do this
Dont know it/ Dont know if my bank
provides this service
20
17
Dont know / No answer
3
Difficult for me to get on the Internet/Dont
have access
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
35
What bank do you mostly use for Internet banking
services?
45
BBVA/Bancomer
45
Banamex
24
HSBC
13
American Express
13
Serfin/Santander
8
Banorte
4
Others
3
Scotiabank/Inverlat
U 7.19 (M Users)
2
Inbursa
2
IXE
2
Banco Azteca
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
36
What Internet banking
services do you use most often?
91
Check balances
40
Pay utilities (water power phone tuition cable etc
41
Pay Cards
39
Transfers between own accounts
36
Pay third parties
27
Pay taxes
25
Transfers to other banks
10
Investments/Funds
6
Pay Insurance
2
Others
U 7.19 (M Users)
2
Buy Foreign Currency
2
Stocks/Security Trading
Fuente Encuesta "Hábitos de los Usuarios de
Internet en México, 2004"
Select / Amipci 2004
Source Habits of Internet Users in Mexico,
2004 survey
37
Conclusions

• The number of Internet users grows at an
  accelerated rate year after year.
• The greatest user growth is at the lowest
  socio-economic levels of Mexico (D y D/E) .
• Greater use of public web access places.
• Diversification of the strategies for connecting
  to the web both dial up as broad band.
• The access characteristics, intensity and use
  habits of Internet users do not vary in any
  significant manner as compared to 2003.

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Conclusions

• Horizontal portals and search engines are the
  websites tat practically all users visit when
  they are browsing..
• The communication strategies and advertising
  campaigns of companies, institutions and
  organizations can be supported by these sites.
• The use of Internet has modified the consumption
  of other media, those which are least consumed
  are newspapers, magazines and , television.
  Music is a medium that has favored the use of
  Internet.
• Sites for downloading music are frequented by
  almost half of the Internet users.

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Conclusions

• Not all buyers on the Web consume products and/or
  pay services for themselves. There is a
  significant percentage of users that acquire
  goods or services for their companies.
• Companies have to design strategies for this
  group of consumers.
• Purchases and service payments over the Web tend
  to be deferent by gender
• On average, there is a larger number of men than
  of women who have ever bought a product or paid
  for some service over the Internet.
• The women who consume on the Web tend mostly to
  make payments for services whereas the men
  acquire technology over the Web.

40
Conclusions

• The average expense has increased in recent
  years because of the ease of options presented by
  the Web.
• The expenditures are greater among women than
  men.
• The expenditure is greater in purchases for
  companies than for personal purchases.
• 75 of Internet users spend on the Web in a
  similar manner. The difference in expenditure by
  Socio-Economic Level (SEL) is fundamentally in
  the last 25 of uses who are those who consume in
  accordance to their means.
• Individuals who belong to SEL D are the ones who
  carry out purchases for the strongest companies
  on the Web.
• Designing strategies for users of the lowest SEL
  in order to attract them to consume products
  and/or services.

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Conclusions

• A significant percentage of Web buyers uses
  deposits, cash payment on delivery and checks as
  alternate means for making purchases on the Web.
• The Internet purchasing strategies should include
  greater diversification in the means for paying
  for the products and/or services.
• Mexican portals continue to increase their
  penetration among Web buyers.
• The offering of products and/or services, as well
  as the presence of stores and brands which are
  familiar to the consumer has contributed to this
  positioning.
• Internet banking continues to move forward among
  users.
• The type of transactions being performed by
  banking users is becoming more sophisticated and
  diverse.