Indigenous and rural communities, for example, have difficulty just getting an email account and it was to those people that the current president was successfully appealing (by clean or dirty tactics, but successfully) and this made the difference.
Las comunidades campesinas o índigenas por ejemplo, dificilmente acceden siquiera a un correo electrónico y era a ellas a las que el actual presidente estaba lllegando más (sucia o limpiamente, pero llegando) y eso hizo la diferencia.