Letter from Mexico: Everyone is plugged in down Mexico way

Vincent Rousselet

This article describes recent trends in Mexico, including high penetration of smartphones and tablets, the rise of the middle class and preference for local brands.

Letter from Mexico: Everyone is plugged in down Mexico way

Vincent RousseletVincent Rousselet Associates

Any marketing campaign launched in Mexico must have mobile and digital media at its heart, advises Vincent Rousselet.

It's 6pm and the Plaza Grande – or Main Square – in Mérida, the capital of Yucatan, is teeming with people enjoying the cool evening air. A striking feature of the square is the white loveseats, where couples can engage in conversation and light flirting. Even more striking is the fact that most people sitting there are engaged, not with their neighbour, but with their smartphone or...

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