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Study Profiles Affluent Mexicans' Media Consumption, Lifestyles
Mexican elites’ attitudes toward media and brands and lifestyle information are part of the inaugural Synovate PAX Latin America Media Survey of affluent consumers in leading Latin American economies - Argentina, Brazil, Mexico - by Synovate, the market research arm of Aegis Group.
Some findings from Synovate’s Mexico research:
Products and Services
- Almost two-thirds of Mexican elites own a desktop PC and over one-third have a notebook computer.
- 45% have a mobile phone with internet access capability plus a camera.
- 42% of elite Mexicans own a digital video camera, and 39% own a DVD player recorder.
- Flat screen TVs are owned by 38% of affluent Mexicans, and LCD/Plasma TVs are owned by 9%.
- Mexicans outrank both Argentineans and Brazilians when it comes to ownership of digital video and digital still cameras, DVD recorders/players and Flat screen/LCD/Plasma TVs.
- 88% of Mexican elites own one or more cars.
Spending and Lifestyle
- Personal Luxury Goods:
- 21% of Mexican elites, twice as many as Argentineans, own quality/designer clothing items worth over $200.
- 12% own quality/designer accessories or footwear compared to 9% of Argentineans and Brazilians.
- 18% of affluent Mexicans own jewelry worth over $500, and 16% own a luxury watch worth over $1,000.
- Leisure time:
- More than two-thirds of Mexican elites have been to the cinema in the past six months.
- 43% visited museums or art galleries and 34% went to the theater.
- Only 8% of Mexican elites went to the opera or ballet, while 31% attended a music concert, (over twice the number of affluent Brazilians that had done so).
- 19% of affluent Mexicans traveled via plane outside the country during the past 12 months.
- Alcohol consumption:
- In the past four weeks, only 13% of Mexican elites surveyed had consumed wine.
- Local beer is the favored beverage, consumed in the past four weeks by 21% of elites.
- Not surprisingly, among all Latin Americans surveyed, tequila is most popular in Mexico, with 19% of elite Mexicans having consumed tequila in the past four weeks.
The Synovate study also examined media consumption, including television viewing, newspaper readership and internet usage:
TV channel viewing
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Daily newspaper readership
Internet usage
According to Synovate: One of four Mexicans with internet access has purchased something online in the past 12 months; in particular, Top Management is more likely to book airline tickets and hotel reservations online; and airline tickets and music were the most popular online purchases.
About the data: Synovate PAX conducted 4,740 interviews from January to April 2007 with affluent adults age 25-64 in major cities in Argentina (Buenos Aires), Brazil (Sao Paulo and Rio de Janeiro) and Mexico (Mexico City). Affluent consumers are defined as the top 21% of the population in Argentina, top 31% in Brazil and top 20% in Mexico. Those classified as business decision makers comprise senior management/department heads or above in companies with 10+ employees. Those classified as top management include business decision makers as well as those with positions such as CEO, CFO, MD, Director or the equivalent.
