Opera is partnering with mobile marketing firm C-Movil to sell advertising in Mexico, the company announced today. It also revealed interesting data points about the user base the new partners now intend to monetize.

According to Opera, Mexico is the Latin American country with the most Opera Mini users. Usage grew more than 51% year-over-year in July, and is likely to keep increasing. As we reported, Opera recently made a customized version of Opera Mini available to Telcel’s 67 million Mexican subscribers.

C-Movil is the mobile marketing subsidiary of Mexican entertainment company Cie Group, and it was naturally keen to reach Opera’s local users on behalf of its clients, its CEO Carlos Pereyra says:

“Opera Mini is the most popular mobile browser in Mexico. Working directly with Opera uniquely positions C-Movil to help our partners get smarter about mobile. Together, we’re bringing new ways of reaching millions of Latin American consumers wherever they are.”

Reaching the mobile-first generation

From the brands’ perspective, advertising on Opera Mini represents an opportunity to target a young audience. According to a survey conducted among 8,000 Opera Mini users in Mexico, they are mostly aged 13-24 (71%), male (68%) and students (53%).

More importantly, they are easier to reach on their mobile than elsewhere – 60% don’t own a computer. “The youth of Mexico are a mobile-first generation,” Opera’s CEO Lars Boilesen explains. “They use their phone the way kids in my generation used computers. They’re smart, savvy and completely comfortable with the evolving mobile landscape.”

Not only do 64% use their mobile browser on a daily basis, mostly to watch videos and access Facebook, but 20% have also already used their mobile device to purchase products, which makes them an interesting target for advertisers.

Image credit: CampusPartyMexico