A data profile of the people who buy, follow and care about OXXO in Mexico — modelled from more than twelve digital signal sources. OXXO has an estimated audience of 7,280,150 people in Mexico.
The average OXXO fan in Mexico is 34.5 years old, balanced, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Distrito Federal, Jalisco.
Top brand affinities include Soriana, Chedraui, 7-Eleven, with strongest over-indexing on Soriana (1.79× the country average).
Demographically, the OXXO audience skews balanced with an average age of 34.5, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical OXXO fan in Mexico is balanced, around 34.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Soriana.
The key figures that characterise the OXXO profile in Mexico.
54.2% are female, 45.8% are male, average age 34.5.
| Metric | Value |
|---|---|
| Female | 54.2% |
| Male | 45.8% |
| Average age | 34.5 |
| Estimated audience size | 7,280,150 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 17% | |
| 50+ | 10% |
of the worldwide OXXO audience comes from Mexico.
| Country | Share |
|---|---|
| Mexico | 50.7% |
| Brazil | 17.7% |
| Colombia | 7.4% |
Where the OXXO audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quintana Roo | ~500K | 3.16× | |
| 02 | Yucatan | ~200K | 1.65× | |
| 03 | State of Mexico | ~1.5M | 1.34× | |
| 04 | Tamaulipas | ~300K | 1.31× | |
| 05 | Jalisco | ~600K | 1.21× | |
| 06 | Baja California Sur | ~60K | 1.09× | |
| 07 | Nuevo Leon | ~500K | 1.06× | |
| 08 | Guanajuato | ~400K | 1.02× | |
| 09 | Aguascalientes | ~90K | 1.00× | |
| 10 | Puebla | ~400K | 0.95× | |
| 11 | Veracruz (state) | ~400K | 0.94× | |
| 12 | Nayarit | ~70K | 0.94× | |
| 13 | Morelos | ~100K | 0.92× | |
| 14 | Chihuahua | ~200K | 0.89× | |
| 15 | Baja California | ~300K | 0.88× | |
| 16 | Coahuila de Zaragoza | ~200K | 0.83× | |
| 17 | Michoacan de Ocampo | ~200K | 0.81× | |
| 18 | Chiapas | ~200K | 0.77× | |
| 19 | Guerrero | ~100K | 0.76× | |
| 20 | Campeche | ~40K | 0.76× | |
| 21 | Distrito Federal | ~700K | 0.70× | |
| 22 | Durango | ~70K | 0.70× | |
| 23 | Colima | ~30K | 0.63× | |
| 24 | Hidalgo | ~100K | 0.62× | |
| 25 | Zacatecas | ~60K | 0.60× | |
| 26 | Tlaxcala | ~40K | 0.50× |
The strongest cross-interests of the OXXO audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | FEMSA | Business & Career | 3.10× | ||
| 02 | 7-Eleven | Shopping | 2.46× | ||
| 03 | Circle K | Shopping | 2.34× | ||
| 04 | Development studies | Politics & Society | 2.12× | ||
| 05 | Princesas | Movies & TV | 2.07× | ||
| 06 | Rosario Tijeras | Movies & TV | 2.05× | ||
| 07 | Convenience store | Food & Beverages | 1.97× | ||
| 08 | Comercial Mexicana | Shopping | 1.90× | ||
| 09 | Hilary Duff | Movies & TV | 1.81× | ||
| 10 | Soriana | Shopping | 1.79× | ||
| 11 | Tupperware | Home & Garden | 1.72× | ||
| 12 | Chedraui | Shopping | 1.71× | ||
| 13 | Banco Azteca | Business & Career | 1.64× | ||
| 14 | TecMilenio University | Business & Career | 1.62× | ||
| 15 | Mail order | Fashion & Accessoires | 1.57× | ||
| 16 | Piñata | Kids & Family | 1.56× | ||
| 17 | Farmacias Similares | Shopping | 1.53× | ||
| 18 | Hypermarket | Shopping | 1.53× | ||
| 19 | Banorte | Business & Career | 1.52× | ||
| 20 | Morelia | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.25× | |
| Convenience Orientation | PREMIUM | 1.16× | |
| Tradition | CONSERVATISM | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.75× | |
| Design Affinity | PREMIUM | 0.84× | |
| Sustainability | BALANCE | 0.86× |
OXXO's target market in Mexico covers an estimated 7,280,150 people, concentrated in State of Mexico and Distrito Federal.
54.2% of the OXXO audience are female, 45.8% are male, with an average age of 34.5 years.
OXXO fans show strongest brand affinity for Soriana (1.79×), Chedraui (1.71×), and 7-Eleven (2.46×) over the country average.
OXXO fans in Mexico are most concentrated in State of Mexico (reach ~1.5M), Distrito Federal (reach ~700K), and Jalisco (reach ~600K). These three regions account for the largest share of the active audience.
Beyond OXXO itself, the audience over-indexes on Chedraui (1.71×), 7-Eleven (2.46×), Banco Azteca (1.64×), and Banorte (1.52×) 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 OXXO. 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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