The MX Internet Association presented the 18th study on Internet habits in Mexico 2022, which analyzes user behavior when viewing online advertisements.
In the study, we were able to verify that advertising related to the categories of clothing, footwear and accessories has a broad relationship with purchases, since almost one out of two purchases made after viewing an online ad falls into this category.
Beyond clothing or shoes, the study found that 13.6% of users purchased electronic items, while thehe home category represents 6.8% of purchases made after viewing online advertisements. Meanwhile, 5.7% bought cellphones and/or accessories after online advertisements.
Seeing online advertising generates distrust, annoyance and is uncomfortable for Internet users
The Internet MX Association warrants that the difference in cost between digital and traditional media has pushed companies to turn to online advertising, which was annoying for users. He points out that excessive advertising inhibits the functioning of pages and that users complain when they see online advertising.
Al 86.2% of Internet users do not like to see online advertising. Of this figure, 50.5% consider the advertisement to be annoying, 29.2% say it does not interest them and 22.8% say it is uncomfortable.
12.7% consider watching online advertisements to be invasive and cause interruptions. 6.0% of users believe that it takes time and 3.1% believe that it poses a threat to the security of their computer and/or mobile phone. Finally, 0.6% say online advertising is boring.
The effectiveness of online advertising plummeted after COVID-19 containment measures reduced the proportion of users clicking on it. The study indicates that only 28.9% of Internet users click on the advertisement. This figure contrasts with the 34% who did so in 2021.
Shopping efficiency when viewing online advertising is higher than physical stores
The MX Internet Association reports great effectiveness of online advertising. According to the study:
- 1 in 10 Mexican Internet users buy a product when they see an online advertisement.
- 35.3% of Internet users who buy always prefer to go to a physical store, which represents a competitive advantage for establishments that have hybrid economic models (physical store + online).
- 12.8% bought products.
- 64.7% made the purchase online and 35.3% in a physical store.
The study explains that online advertising focuses on clothing, entertainment and technology items.
57.1% of Internet users never open advertising emails.
According to the study, mailing is a practice that generates the reception of advertising content by Internet users. It recalls that 4 Internet users out of 100 have favorable practices when receiving e-mails with advertising content.
However, for the MX Internet Association, there is an area of opportunity for growth in this advertising category. 39% of users who don’t always open emails are likely to do so if the information becomes more vivid. Finally, the study reports that 57.1% never open advertising emails.
Stay informed of the most relevant news on our Telegram channel