Digital consumption and inflation in Mexico: 2 2

Elasticity analysis and implications for business strategies (2018–2026)

Abstract

This study examines the relationship between inflation and digital consumption in Mexico from February 2018 to February 2026. Digital consumption is understood as spending on e‑commerce, telecommunications, and streaming platforms. Using the demand elasticity framework, it seeks to determine whether such spending exhibits elastic or inelastic behavior in response to changes in the general price level, as well as to explore the implications for business strategies in the digital sector. The research adopts a quantitative approach, with a correlational scope and a non‑experimental longitudinal design. Monthly data from the National Institute of Statistics and Geography (INEGI) are used. Time series of the Consumer Price Index (CPI) and a proxy variable for digital consumption (obtained from the indices of telecommunications and e‑commerce) are constructed and analyzed. The analysis is carried out through multiple linear regression and elasticity calculation, incorporating seasonality variables (Hot Sale, Buen Fin, Christmas season) and a linear trend to isolate the effect of inflation. Preliminarily, it is hypothesized that digital consumption could present an inelastic behavior in the face of inflation, which would suggest that these services have acquired characteristics of essential goods in a context of increasing digitalization. This possible result would help identify changes in consumption patterns and provide relevant elements for decision‑making in business environments under inflationary pressures.