A data profile of the people who buy, follow and care about Scotiabank in Mexico — modelled from more than twelve digital signal sources. Scotiabank has an estimated audience of 4,434,192 people in Mexico.
The average Scotiabank fan in Mexico is 37.0 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 HSBC, infonavit, BBVA, with strongest over-indexing on HSBC (2.58× the country average).
Demographically, the Scotiabank audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 25 regions tracked by Rascasse.
The typical Scotiabank fan in Mexico is balanced, around 37.0 years old, with strong Career Orientation tendencies and a notable affinity for HSBC.
The key figures that characterise the Scotiabank profile in Mexico.
46.3% are female, 53.7% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 46.3% |
| Male | 53.7% |
| Average age | 37.0 |
| Estimated audience size | 4,434,192 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 12% |
of the worldwide Scotiabank audience comes from Mexico.
| Country | Share |
|---|---|
| Canada | 25.9% |
| Chile | 21.4% |
| Mexico | 17.1% |
Where the Scotiabank audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | State of Mexico | ~1M | 2.14× | |
| 02 | Chihuahua | ~300K | 1.85× | |
| 03 | Jalisco | ~500K | 1.56× | |
| 04 | Coahuila de Zaragoza | ~200K | 1.49× | |
| 05 | Yucatan | ~100K | 1.44× | |
| 06 | Puebla | ~300K | 1.12× | |
| 07 | Distrito Federal | ~600K | 1.10× | |
| 08 | Nuevo Leon | ~300K | 1.10× | |
| 09 | Veracruz (state) | ~300K | 1.02× | |
| 10 | Baja California | ~200K | 0.99× | |
| 11 | Guanajuato | ~200K | 0.98× | |
| 12 | Aguascalientes | ~50K | 0.97× | |
| 13 | Morelos | ~70K | 0.94× | |
| 14 | Nayarit | ~40K | 0.91× | |
| 15 | Durango | ~50K | 0.90× | |
| 16 | Baja California Sur | ~30K | 0.83× | |
| 17 | Sinaloa | ~90K | 0.80× | |
| 18 | Oaxaca | ~90K | 0.77× | |
| 19 | Chiapas | ~90K | 0.74× | |
| 20 | Hidalgo | ~70K | 0.65× | |
| 21 | Guerrero | ~70K | 0.62× | |
| 22 | Michoacan de Ocampo | ~90K | 0.61× | |
| 23 | Colima | ~20K | 0.59× | |
| 24 | Campeche | ~20K | 0.54× | |
| 25 | Zacatecas | ~20K | 0.43× |
The strongest cross-interests of the Scotiabank audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Scotiabank México | Business & Career | 5.62× | ||
| 02 | Inbursa | Business & Career | 2.71× | ||
| 03 | HSBC | Business & Career | 2.58× | ||
| 04 | BanRegio | Business & Career | 2.04× | ||
| 05 | Mobile banking | Business & Career | 1.90× | ||
| 06 | MasterCard | Business & Career | 1.79× | ||
| 07 | Online banking | Business & Career | 1.77× | ||
| 08 | Bank account | Business & Career | 1.75× | ||
| 09 | infonavit | Business & Career | 1.73× | ||
| 10 | BBVA | Business & Career | 1.73× | ||
| 11 | Banorte | Business & Career | 1.67× | ||
| 12 | Debit card | Business & Career | 1.65× | ||
| 13 | Western Union | Business & Career | 1.59× | ||
| 14 | Visa Inc. | Business & Career | 1.58× | ||
| 15 | BBVA Bancomer | Business & Career | 1.55× | ||
| 16 | Pemex | Cars & Mobility | 1.54× | ||
| 17 | Indeed.com | Business & Career | 1.54× | ||
| 18 | Stock exchange | Business & Career | 1.51× | ||
| 19 | Mortgage loans | Business & Career | 1.50× | ||
| 20 | Line of credit | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.44× | |
| Need for Security | CONSERVATISM | 1.25× | |
| Price Sensitivity | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.83× | |
| Pet Ownership | JOY | 0.87× | |
| Luxury Orientation | PREMIUM | 0.90× |
Scotiabank's target market in Mexico covers an estimated 4,434,192 people, concentrated in State of Mexico and Distrito Federal.
46.3% of the Scotiabank audience are female, 53.7% are male, with an average age of 37.0 years.
Scotiabank fans show strongest brand affinity for HSBC (2.58×), infonavit (1.73×), and BBVA (1.73×) over the country average.
Scotiabank fans in Mexico are most concentrated in State of Mexico (reach ~1M), Distrito Federal (reach ~600K), and Jalisco (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Scotiabank itself, the audience over-indexes on infonavit (1.73×), BBVA (1.73×), Banorte (1.67×), and Inbursa (2.71×) 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 Scotiabank. 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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