Synovate PAX shows how affluent Mexicans live, spend and play
26 July 2007
MEXICO CITY — Synovate, a leading global market research company, today released data from its inaugural PAX survey of upscale consumers in Latin America.
As part of the survey, ownership and buying intentions for a range of products are continually tracked across markets, including Mexico. Attitudes towards media and brands and lifestyle information are also included.
This information gives media organisations and agencies even greater insight into what's driving affluent Latin Americans at any particular time – ensuring they make savvy advertising and marketing decisions.
Some examples of these findings include:
Products and Services
Who owns what?
- 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 & Lifestyle
How do they spend their time – and money?
Personal Luxury Goods
- 21% of Mexican elites, twice as many as Argentineans, own quality/designer clothing items worth over US$200
- 12% own quality/designer accessories or footwear compared to 9% of Argentineans and Brazilians
- 18% of affluent Mexicans own jewellery worth over $500USD, and 16% own a luxury watch worth over US$1,000
Leisure time
- 21% of Mexican elites, twice as many as Argentineans, own quality/designer clothing items worth over US$200
- 12% own quality/designer accessories or footwear compared to 9% of Argentineans and Brazilians
- 18% of affluent Mexicans own jewellery worth over $500USD, and 16% own a luxury watch worth over US$1,000
- 19% of affluent Mexicans travelled 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 favoured 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
Notes to editor
- From February to May 2007 Synovate PAX conducted 4,740 interviews with affluent adults aged 25 to 64 years old in major cities in Mexico (Mexico City), Brazil (Sao Paulo and Rio de Janeiro) and Argentina (Buenos Aires).
- Affluent consumers are defined as the top 20% of the population in Mexico, top 21% in Argentina and top 31% in Brazil.
- 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.
- Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle, high-end product ownership and the future purchase intentions across Argentina, Brazil and Mexico. The available releases and fact sheets are called:
- Synovate PAX reveals media habits, attitudes and lifestyle of Latin America's top tier consumers
- Synovate PAX results show media reach across Latin America
- Synovate PAX results show media reach in Argentina
- Synovate PAX results show media reach in Brazil
- Synovate PAX results show media reach in Mexico
- Synovate PAX shows how affluent Argentineans live, spend and play
- Synovate PAX shows how affluent Brazilians live, spend and play
Contact(s) for this press release
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Jennifer Chhatlani
Vice President, Marketing & Communications |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate brings together information on the consumption of international and regional media as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for affluent consumers, including top management and business decision makers. Synovate media currency surveys cover elites in 45 countries across Asia, Europe, The Middle East and Latin America. Many major upscale international and regional broadcasters, media specialists and publications across the globe use the results to plan regional and cross-regional campaigns.
For more information, visit at www.synovate.com/pax.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.