On Facebook in Mexico, Middle-Aged Users Show Highest Growth Rates

[Editor’s Note: The following article presents analysis and data excerpts from Inside Facebook Gold, our research and data membership service tracking Facebook’s traffic growth and demographic landscape in global markets.]

Older users outside Facebook’s core demographics among teens and twenty-somethings are starting to catch up and power its growth in some of its biggest emerging markets, according to data from Inside Facebook Gold. Last week we wrote about India, but we’re seeing the same trend in Facebook’s largest Latin American market Mexico.

Users aged 35 to 44 grew 12.7 percent from August to September, beating the country’s overall growth of  7.2 percent. Younger users have led the way and now older age groups are starting to pick up as they do in other markets, though Mexico still skews significantly younger than the average across Facebook’s top fifteen country markets:

Numerically, teens and early twenty-somethings still dominate Mexico’s Facebook population with two-thirds of the social network’s users. This month, Facebook grew across the board in all age groups. Middle-aged users led, while younger users followed. The weakest category was among the very oldest users aged 45 to 65.

Mexico is one of Facebook’s fastest-growing markets behind India and is the company’s strongest country in Latin America, followed by Colombia and Argentina. It’s also a key global market, not only because of its close ties to the U.S. and the Latino population here, but also because it is the world’s largest Spanish-speaking nation. The country is on pace to pass Canada as Facebook’s second-biggest market in North America by the end of the year and become Facebook’s sixth or seventh largest market overall with an estimated 19.7 million users in three months.

Compared to other emerging markets, Mexico is fairly mature as the social network has about 50 percent penetration among the country’s Internet users, or 15.3 million users out of 30 million Internet users. But with nearly 90 million mobile subscribers, it’s possible that Facebook could expand much farther if it focuses on cellphones as it has been doing in other emerging markets with 0.facebook.com, a low-bandwidth version of the site.

The data cited in this article comes from Inside Facebook Gold, our research and data service covering Facebook growth around the world. To learn more, or to sign up for the data service, please visit Inside Facebook Gold.