A data profile of the people who buy, follow and care about Cumbia in Mexico — modelled from more than twelve digital signal sources. Cumbia has an estimated audience of 5,436,294 people in Mexico.
The average Cumbia fan in Mexico is 33.1 years old, balanced, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Puebla, Veracruz (state).
Top brand affinities include Peruvian cumbia, Mexican cumbia, musica ranchera, with strongest over-indexing on Peruvian cumbia (3.2× the country average).
Demographically, the Cumbia audience skews balanced with an average age of 33.1, and over-indexes on personality traits such as Tradition, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 25 regions tracked by Rascasse.
The typical Cumbia fan in Mexico is balanced, around 33.1 years old, with strong Tradition tendencies and a notable affinity for Peruvian cumbia.
The key figures that characterise the Cumbia profile in Mexico.
46.1% are female, 53.9% are male, average age 33.1.
| Metric | Value |
|---|---|
| Female | 46.1% |
| Male | 53.9% |
| Average age | 33.1 |
| Estimated audience size | 5,436,294 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 35% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 16% | |
| 50+ | 8% |
of the worldwide Cumbia audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 22.3% |
| Mexico | 20.1% |
| Colombia | 15.8% |
Where the Cumbia audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Oaxaca | ~200K | 1.60× | |
| 02 | Puebla | ~400K | 1.55× | |
| 03 | Hidalgo | ~200K | 1.48× | |
| 04 | Chiapas | ~200K | 1.42× | |
| 05 | Guerrero | ~200K | 1.32× | |
| 06 | Veracruz (state) | ~400K | 1.30× | |
| 07 | Tlaxcala | ~80K | 1.26× | |
| 08 | Guanajuato | ~300K | 1.21× | |
| 09 | Morelos | ~100K | 1.06× | |
| 10 | Yucatan | ~100K | 1.05× | |
| 11 | State of Mexico | ~800K | 1.04× | |
| 12 | Zacatecas | ~60K | 0.94× | |
| 13 | Campeche | ~40K | 0.94× | |
| 14 | Michoacan de Ocampo | ~200K | 0.87× | |
| 15 | Aguascalientes | ~60K | 0.87× | |
| 16 | Baja California Sur | ~40K | 0.85× | |
| 17 | Baja California | ~200K | 0.83× | |
| 18 | Coahuila de Zaragoza | ~100K | 0.82× | |
| 19 | Nayarit | ~40K | 0.81× | |
| 20 | Colima | ~30K | 0.81× | |
| 21 | Chihuahua | ~200K | 0.80× | |
| 22 | Durango | ~60K | 0.79× | |
| 23 | Jalisco | ~300K | 0.77× | |
| 24 | Sinaloa | ~100K | 0.67× | |
| 25 | Nuevo Leon | ~200K | 0.66× |
The strongest cross-interests of the Cumbia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Peruvian cumbia | Music & Radio | 3.20× | ||
| 02 | Argentine cumbia | Music & Radio | 2.52× | ||
| 03 | Los Temerarios | Music & Radio | 2.28× | ||
| 04 | Mexican cumbia | Music & Radio | 2.25× | ||
| 05 | Electronic keyboard | Music & Radio | 2.16× | ||
| 06 | Tierra Cali | Travel & Leisure | 2.11× | ||
| 07 | Romantic music | Music & Radio | 1.84× | ||
| 08 | Wanted (2008 film) | Movies & TV | 1.83× | ||
| 09 | Armenia | Travel & Leisure | 1.81× | ||
| 10 | Vallenato | Travel & Leisure | 1.80× | ||
| 11 | Tropical music | Music & Radio | 1.78× | ||
| 12 | Grupera | Music & Radio | 1.77× | ||
| 13 | Rumba (dance) | Music & Radio | 1.77× | ||
| 14 | Virtual private network | Technology & Electronics | 1.74× | ||
| 15 | Diego Verdaguer | Music & Radio | 1.73× | ||
| 16 | musica ranchera | Music & Radio | 1.62× | ||
| 17 | KaRoL G | Music & Radio | 1.59× | ||
| 18 | Bomba (Puerto Rico) | POI | 1.58× | ||
| 19 | Volvo FH | Cars & Mobility | 1.58× | ||
| 20 | Antonio Aguilar | Music & Radio | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.20× | |
| DIY Mentality | THRILL | 0.99× | |
| Patriotism | CONSERVATISM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.67× | |
| Design Affinity | PREMIUM | 0.67× | |
| Sustainability | BALANCE | 0.72× |
Cumbia has an estimated audience of 5,436,294 people in Mexico, concentrated in State of Mexico and Puebla.
46.1% of Cumbia fans are female, 53.9% are male, with an average age of 33.1 years.
Cumbia fans show strongest brand affinity for Peruvian cumbia (3.2×), Mexican cumbia (2.25×), and musica ranchera (1.62×) over the country average.
Cumbia fans in Mexico are most concentrated in State of Mexico (reach ~800K), Puebla (reach ~400K), and Veracruz (state) (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Cumbia itself, the audience over-indexes on Mexican cumbia (2.25×), musica ranchera (1.62×), Argentine cumbia (2.52×), and Grupera (1.77×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico who actively search for Cumbia. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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