By 2019 Internet users in our country had reached 80.6 million (INEGI).
That the most used medium for Internet access is smartphone, 95.3%, 33% used laptop, and 28.9% desktop computer.
And that the next most frequent activities are:
- Entertainment 91.5%.
- Search for information 90.7%
- Communication 90.6%.
And it was estimated that by 2020 there would be 89 million Internet users, where there would be 368.5 million connected devices (WeAreSocial/Hootsuite).
In this pandemic year, 2020, the Mexican Association of Online Sales (AMVO) reports that 1 out of every 2 consumers is shopping via the Internet, so as not to leave home.
And many of them are exploring online shopping for the first time.
Within all categories, the purchase of prepared foods has grown the most: 40%; clothing 30%; self-service stores with 28%.
And in reference to services purchased via the Internet:
- 55% are from banks.
- 51% are mobile telephony.
- 47% are payments for services.
- 41% are subscription services.
The AMVO concludes that 8 out of 10 perceive Internet purchases of products or services as a very secure process.
On the other hand, the WeAreSocial platform reports that in our country, in January 2020, Mexicans use the Internet for an average of 8 hours and 21 minutes a day, the seventh place in the world, of which 3 hours and 25 minutes are spent on social networks (6th place in the world).
And another fact: Mexico is the fourth country with the highest number of voice searches: 48%.
At the same time, the Internet Association in Mexico published in 2019 the AIMX 2019 Online Education Study, which yields very interesting data:
74% of Internet users in Mexico are interested in studying, where their motivations are:
- 17%. Flexibilidad de planes de estudios y horarios.
- 14%. Plan de estudios enfocado al mercado laboral.
- 13%. Contar con retroalimentación 7 evaluación continua.
- 12%. Aprender a través de casos prácticos.
- 11%. Tener una plataforma accesible 24/7
70% are searching for educational offers on the Internet.
In 2011 Google had already published a document called ZMOT, or “Zero Moment of Truth”, in which it explained how consumer behavior had changed, so that online search had become the main information tool for most people to nurture their purchasing criteria.
How this data will help businesses in their post-pandemic plans.
The first question to ask would be: Do I have an idea of how consumer behavior is evolving in terms of information and purchasing decisions, and am I prepared for this new reality?
There is some confusion in this regard: just because access to the Internet is easy and user-friendly, it does not mean that managing a web presence or seeking positioning is just as simple. Nothing could be further from the truth.
It is as if they believe that by putting a table on the sidewalk with products they already have a supermarket.
The digital tools available are many, although there are categories:
- Websites
- Blog
- Mailing
- Social media
- Messaging applications
- Specialized cloud applications such as CRM’s, ERP’s and others.
- Ads on Google, Facebook, LinkedIn, etc.
And it is not advisable to try to use all of them, it would be a mammoth task that would require a lot of effort and investment.
It is better to start in a minimal way, with a sufficient number of elements that will allow my business or institution to take the first steps..:
- A plan that defines the concept, identity and target audience.
- The website or social network profile describing my solution and how to contact me.
- A minimum number of networks with which to initiate operations.
- Responsible for managing them, nurturing them and creating new contacts.
- Establish and analyze metrics to adjust course.
Not all tools are the same, nor are they used in the same way, so it is highly recommended to start with those that you believe have the greatest potential to deliver results.
closing:
It is vital then to conclude that it is necessary to better understand the current consumer, to build bridges to them, to know what their information and buying habits are, to then design a plan where not all digital resources are used at once, but also not to do nothing.
