Paid Media & Performance in Uman
Uman is a city of 56,409 in Yucatan. It falls squarely inside Merida's economic orbit, 16 km away, competing for the same digital audience.
Of Uman's 16,028 households, 54.2% have a home internet connection. That puts it 10.2 points below the 64.4% average across Yucatan. 32.9% have a computer at home — a useful signal for how much local traffic arrives on mobile. In Paid Media & Performance, addressable audience size sets the budget. We estimate roughly 30,577 reachable people online in Uman — a market tight enough that geo-targeting stays precise and spend doesn't leak.