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					           Habits of Internet Users in
                        Mexico, 2004
                         EXECUTIVE SUMMARY
For information or getting CD with entire research paper:
                      info@amipci.org.mx www.amipci.org.mx
Objectives & Methodology
                                 Objective




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

                    QUANTITATIVE STUDY


DEFINITION OF GOALS OF ALL PORTALS ACCORDING TO WORLDWIDE
           REACH AS REPORTED BY ALEXA & COMSCORE


  COLLECTING ON-LINE INTERNET USER SURVEYS OF PORTALS AND
   AMIPCI MEMBER SITES. CLOSE-ENDED, PRECODED QUESTIONS.
     SELF-SELECTION METHOD FOR RESPONDING TO SURVEY.



                  SAMPLE: 7639 SURVEYS
            CONFIDENCE LEVEL: 95% ERROR: +/- 1%


              CONDUCTED: AUGUST 10 - 29, 2004
                            Inference Methodology

                     QUANTITATIVE STUDY


                   SAMPLE: 7639 SURVEYS
            CONFIDENCE LEVEL : 95% ERROR: +/- 1%


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
                        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
                                                                        Universe of Internet Users
                        20,000                                                                                                               50%
                                                  Total Internet Users                  Annual Growth Rate
                                                                                                                      16,995.4

                                                                                                14,901.7                                     40%
                        15,000                35.4%

                                                                     12,250.3
                                                                                                                                             30%
Internet users (000)




                                           10,032.7
                        10,000

                                                                        22.1%                    21.6%                                       20%


                         5,000                                                                                         14.0%
                                                                                                                                             10%



                            -                                                                                                                0%
                                             2002                       2003                     2004*                 2005*
                       Source: Select. Market Study of Internet Access Services, Dial Up & Dedicated. August, 2004.        *Cifra Estimada
                                                        Sample Distribution

                     Total participating portals and sites = 34
                              Sample = 7,639 surveys

                                         Participants
activ@mente                      El Sótano               NIC - México
Adquira                          El Universal On Line    Scotiabank Inverlat
Aeromexico                       eMéxico                 Seccion Amarilla
Amipci                           Esmas.com               Sony
Avantel                          Gob                     T1msn
Banamex                          HSBC                    Tec de Monterrey
Bancomext                        Internext               teVe-de-mente
BBVA Bancomer                    Laboratorios Baxter     todito.com
Click Diario Network             Laboratorios PISA       Wanadoo
Consejo de Promoción Turistica   Liverpool               Yahoo!
Consupermiso                     Mercado Libre
Despegar.com                     Net mx
Demographics of Internet
                   Users
                                                          What is your gender?



                    Female                     Male                         Total Internet
                    Mujer                     Hombre                        Users in 2004
                     47%                        53%
                                                                         14,901,687 Users




Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
 Select / Amipci 2004
  Source: “Habits of Internet Users in Mexico, 2004” survey
                                                                  How old are you?
                                                                     Total Internet
                                                                     Users in 2004
                    Over
                   Mayor a 45                                             14,901,687 Users
                    years
                     años
                     11%
                                                      años
                                              13 a 24 years
                                                 -
             25 a 45 years
                -    años                          47%
                  42%




Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
 Select / Amipci 2004

                    Source: “Habits of Internet Users in Mexico, 2004” survey
                                                      Socioeconomic Level of Users


                   ABC+                                       69%                         31%


                           C                     40%                                60%


                         D+               26%                                   74%


                         DE 10%                                               90%

Source: “Habits of Internet Users in Mexico, 2004” survey                      Users      Non Users
                   Fuente: Encuesta "Hábitos de los Usuarios de Internet en
                      Select / Amipci México, 2004"
                           2004           Total Internet
                                          Users in 2004
                                                14,901,687 Users
                              What is your main occupation?

              Desempleado Ama de casa
                    2%        2%         U=14.9                (M Usuarios) Users
     No contestó
         4%                    Jubilado o                              Unemployed 2%
                              Pensionado                               Housewife 2%
                                   1%                                  Retired or Pensioned 1%
          Trabajador por                                               Did not answer 4%
          cuenta propia /
                                                                       Self-Employed 17%
            Profesionista
                                       Empleado                        Student 28%
          independiente
                                          46%
                17%                                                    Employee 46%


                    Estudiante
                       28%




Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
        Select / Amipci 2004
           Source: “Habits of Internet Users in Mexico, 2004” survey
                                           What is your highest level of education?
         Preparatoria completa
                                                                          Higher Level
                 14.4%


                                                                                                                 Completed College 36%
                                                                                     Licenciatura completa
Preparatoria incompleta                              Other
                                                                                              36%                Some College 16%
         5.3%                                        64%
                                                                      Licenciatura incompleta
                                                                                                                 Doctoral Program 1%
        Carrera técnica                                                         16%
                                                                                                                 Master`s Degree or Special
              7%
                                                                           68%                                   Diploma Program 11%
        Carrera comercial
               3%
         Secundaria completa
                                                                    Nivel Superior
                                                                      Doctorado
                  6%                                                          1%          Diplomado o Maestría
           Secundaria incompleta                                                                 11%
                    1%
                                         Primaria incompleta
                   Primaria completa             0.3%
                          0.5%

            Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
             Select / Amipci 2004

                          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
                                                              What state in Mexico
                                                              are you visiting from?


    Mexico City                                                                      33%
 State of Mexico                                        14%
          Jalisco                      7%
    Nuevo León                   5%
         Puebla                  4%
      Veracruz                   4%
    Guanajuato              2%
     Chihuahua             2%
 Baja California          2%
     Tamaulipas           2%
            Others                                                             23%
Outside of Mexico      1%
      Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
       Select / Amipci 2004

            Source: “Habits of Internet Users in Mexico, 2004” survey

                                            n=7,639
Characteristics of Internet
                    access
           From where do you mostly access the Internet?

                                                                             *Multiple response
                                                                               U=14.9 (M Users)
         78%

                                    62%


                                                              37%
                                                                           26%
                                                                                           14%



         Home                     Office               Cybercafe/Public   School     Relative and/or
                                                            Place                     Friend’s Home
Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
 Select / Amipci 2004
   Source: “Habits of Internet Users in Mexico, 2004” survey
          What kind of connection do you mostly use to
                            have access to the Web?

Phone Line /Modem /Dial                                                         *Multiple Response
           Up                                                                     U=14.9 (M Users)
  34%
          49%
                                                                                         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
                 How many e-mail accounts do you regularly
                                                  check?

                                                                        On average 3 accounts
                                       36%                              per person are checked
                                                               28%
% Users




               18%
                                                                                   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

                                                   U=14.9 (M Users)
Internet Use Habits
           What do you usually do when you navigate the
                                              Internet?

                         Read and send email                                                         88%
                            Look for informaiton                                                   84%
                           Chat/Use Messenger                                              61%
                                    Read news                                           49%
      Download video audio pictures software                                 41%
                Check or or pay bank services                            37%
       Work/As an office away from the office                         30%
             Play online/ Entertainment /Shows                     26%
Compare prices/Search Offers and promotions                        24%
                  Listen to radio/ Watch videos                   22%
                                                                                    *Multiple Response
                           Buy or pay products                  18%
                                    Pay services               18%                       U=14.9 (M Users)
                         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
What Internet portals do you visit the most when
                                       browsing?
                                     Browsers
                                                                                                61%
                            Horizontal Portal s
                                                                                                 60%
                                 News Portals
                                                                                      47%
          Banking Financial Insurance Portals
                                                                                    35%
                         Art and Culture Sites
                                                                         30%
                       Government Agencies
                                                                        30%
                  MP3 Music or Video Portals
                                                                     28%
              Online stores and/or Auctions
                                                                    23%
                 Software/Hardware Suppliers
                                                                 21%
                              Business Portals
                                                                18%
                               Health Portals
                                                              16%               *Multiple Response
            Associations Chambers or NGOs
                                                          13%                    U=14.9 (M Users)
   Infrastructure Access and Hosting Suppliers
                                                     7%
                               Suppliers /B2B
                                                    6%
                                       Others
                                                    6%
            Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
                  Select / Amipci 2004
                                    Source: “Habits of Internet Users in Mexico, 2004” survey
    How has the use of the Internet affected the use of
                                 the following media?


            Television                         52%                         6%              42%

               Radio                          51%                          11%                 38%

        Newspapers                       39%                    7%                       54%

          Magazines                         45%                      7%                   48%

   Going to Movies                               56%                               20%               24%

 Listening to Music                            51%                                  34%                14%

Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
        Select / Amipci 2004
                                                                                  Same More Less
                      Source: “Habits of Internet Users in Mexico, 2004” survey

                                              U=14.9 (M Users)
Buying through Internet
           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%
                                                59%                                         No


                                                                                            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
Why have you not bought a product or paid for a
                  service through the Internet?

       I like to go see the things I buy                                                55%
       Don´t have credit or debit card                                            42%
    Afraid to give credit card number                                            39%
   Don`t know if I`ll get merchandise                                       36%
               Cost of Shipping is high                      18%
  They take too long to deliver things              9%                  *Multiple Response
                                                                          U=7.36 (M Users)
                                   Others         7%
        Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
              Select / Amipci 2004

                Source: “Habits of Internet Users in Mexico, 2004” survey
Would you indicate if it was a personal purchase
 or a purchase for the company you work with?
                                                                          U=7.54 (M Users)

            Para la
       For empresa
           the company
              14%



                                           Personal
                                             86%



      Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
              Select / Amipci 2004

              Source: “Habits of Internet Users in Mexico, 2004” survey
      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)
     Utilities: water power phone etc                                                                  36%
           Books and/or Magazines                                                                30%
                           Computers                                                       27%
                MP3 Music Records                                                      26%
                        Airline Tickets                                              23%
                         Show Tickets                                            22%
                 Computer Software                                               22%
                                  Taxes                                          22%
              Electronic Appliances                                            21%
         Hotel/car/tour reservations                                           20%

Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
        Select / Amipci 2004
                   Source: “Habits of Internet Users in Mexico, 2004” survey
      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
   Source: “Habits of Internet Users in Mexico, 2004” survey   U=7.53 (M Users)
 What means do you use to pay for your Internet
                                   purchases?

                    Banamex                                                                  42%
             BBVA/Bancomer                                                         33%
                     Deposit                                      22%
            American Express                           16%
                        HSBC                          15%
Efectivo contra entrega (COD)                   12%
             Santander Serfin                10%
                    Liverpool         6%
            Palacio de Hierro       4%                                      *Multiple Response
                      Banorte       4%
          Scotiabank/Inverlat       4%
                                                                             U=7.54 (M Users)
                      Check        3%
         Wal/Mart / Suburbia      3%
                    Sanborns      3%
                        Sears    2%
         Fábricas de Francia     1%
                      Inbursa   1%
                          IXE   1%
                Banco Azteca    1%
                       Others     3%
         Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
                Select / Amipci 2004
                                 Source: “Habits of Internet Users in Mexico, 2004” survey
What percentage of your Internet purchases or payments
             do you do in Mexican portals or websites?




                    International
                   Internacional
                        40%                           National
                                                      Nacional
                                                        60%




     Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
             Select / Amipci 2004

                              U=7.54 (M Users)

            Source: “Habits of Internet Users in Mexico, 2004” survey
Internet Banking
               Do you use internet banking services?


     7,186,264                   7,715,422                       14,901,687

                                                                                No
      49%                           51%                                 52%



                                                                                Yes
      57%                           43%                                 48%


    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
             Why don’t you use Internet banking services?


                                             U= 7.72 (M Users)
               Do not trust doing online operations                                          45%
                            Like to go to bank/ATM                                     24%
   I am not an advanced user to be able to do this                                    24%
     Don`t know it/ Don`t know if my bank provides
                      this service                                                   20%
                           Don`t know / No answer                              17%
        Difficult for me to get on the Internet/Don`t          3%
                         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
     What bank do you mostly use for Internet banking
                                            services?


                BBVA/Bancomer                                               45%
                        Banamex                                            45%
                              HSBC                             24%
               American Express                     13%
                Serfin/Santander                    13%
                          Banorte              8%
                           Others         4%
            Scotiabank/Inverlat          3%
                           Inbursa      2%                           U= 7.19 (M Users)
                                IXE    2%
                   Banco Azteca        2%

Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
        Select / Amipci 2004
   Source: “Habits of Internet Users in Mexico, 2004” survey
                                  What Internet banking services do
                                                you use most often?

                                Check balances                                            91%

Pay utilities (water power phone tuition cable etc                       40%

                                       Pay Cards                         41%

                Transfers between own accounts                           39%

                                 Pay third parties                      36%

                                        Pay taxes                 27%

                         Transfers to other banks                25%

                              Investments/Funds           10%

                                   Pay Insurance       6%

                                           Others    2%

                           Buy Foreign Currency      2%                       U= 7.19 (M Users)
                          Stocks/Security Trading    2%

              Fuente: Encuesta "Hábitos de los Usuarios de Internet en México, 2004"
                      Select / Amipci 2004

                      Source: “Habits of Internet Users in Mexico, 2004” survey
                                                       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.
                                                     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.
                                                       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.
                                                               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.
                                                   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.

				
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