Iván Marchant, director of Latin America for comScore, says that "in terms of user time, nobody beats Mexicans... who spend lots of time viewing web entertainment".

The report, entitled "Social Networks in México" realized by comScore and the Mexican Internet Association (AMIPCI) claims that Internet users in Mexico spend between one and three hours weekly on Facebook and YouTube; with Twitter rating at slightly less than an hour.

YouTube ranks number one, with over 71% of Mexican users who enter "frequently and regularly", said Marchant. 

This claim jibes in fact with my own experience; here YouTube is King. I've rarely gone to a party or gathering in Mexico City without someone (usually the host) playing YT jockey. And there's usually a few people waiting their turn patiently to spin.

Mexicans are as crazy about social networks as anyone: over 60% check their homepage on Facebook, YT, MS, MySpace and Twitter every day. About 90% claim to use these sites to stay in touch with family and friends; 53% to follow culture, entertainment and sports; and 46% to keep up with the news. In terms of volume, YouTube wins hands down.

One finding was that social networks were mostly accessed from home; the average Mexican user checks in several times daily. This surprised me, as for many years Mexicans usually went online from work. I suppose employers have gotten wise, and the pressure to "stay off FB" during office hours has finally taken effect.

The bottom line seems to be that Mexicans are just as devoted to online entertainment and social networks - if not even more so - as users from anywhere. A majority (66%) of Mexican students claimed that mobile technology (laptops, smartphones, tablets) were the "most important technology" in their lives. 

The "social web" seems to have a bright future in Mexico ~ as it does in most of Latin America.