Latin America’s Social Networking Market Sees 88 Percent Gain in Engagement

Social media is also changing the how marketing messages are disseminated as a new channel to engage with current and potential customers. The rise of social media in Latin America also attracts opportunities for brands to integrate social into their digital strategies.

photo by: Dan Heller
photo by: Dan Heller
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People are spending a lot more time online in Latin America, and a report shows that 90 percent of that is Facebook.
comScore released the report “The Rise of Social Networking in Latin America” that examines the scope of Latin America’s social networking. The 35-page analysis reveals how social media has shaped the larger digital environment through its influence on other social web activities and its role in the dissemination of marketing messages.

The report explains how social networking has become an essential part of Latin America over the past several years. It is redefining the way consumers interact with content and with each other. Social media is also changing the how marketing messages are disseminated as a new channel to engage with current and potential customers. The rise of social media in Latin America also attracts opportunities for brands to integrate social into their digital strategies.

The numbers are quite impressive, starting with 114.5 million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. In the past year, the social networking audience in Latin America has increased 16 percent while the total time spent on social networking sites has increased 88 percent.

Key findings highlighted in the report include:

-Latin Americans are strongly engaged with social networking. Half of the top 10 worldwide markets ranked by time spent on social networking sites are in Latin America, with Argentina leading the region at 10 hours per month in June 2011.

-The Latin American social networking audience is nearly equal in its composition of males and females, but females account for a larger share of social networking time spent (53.6 percent) compared to males (46.4 percent). This trend was most significant in Brazil where females accounted for 58.7 percent of all social networking time spent.

-People age 15-24 demonstrated the strongest engagement on social networks, accounting for nearly half (48.0 percent) of all time spent in the category. This trend was most significant in Venezuela where visitors age 15-24 accounted for 3 of every 5 social networking minutes (58.2 percent).

The overall numbers for the popular social networking sites are just as impressive. Starting with Facebook strongly leading the social networking market in Latin America, reaching more than 91 million visitors. Windows Live Profile ranked #2 with more than 35.5 million visitors in the region. Google’s Orkut held the #3 spot with 34.4 million visitors, largely driven by the site’s popularity in Brazil, while Twitter ranked #4 with 24.3 million visitors.

Five of the top 10 markets ranked by Facebook reach are in Latin America. Facebook reached 90.9 percent of all online users in Chile, ranking as the most penetrated market in Latin America. In Brazil, Orkut ranked as the most-visited social networking destination, reaching 35.7 million visitors, an increase of 20 percent from June 2010.

Facebook, which is the second largest social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 million visitors. Venezuela is the only country in Latin America in which Twitter rises to second place in the social networking ranking. One in four online users in Venezuela visited Twitter in June (26.5 percent reach).

Recently launched Google+ reached 28 million visitors worldwide in the first 33 days of its public existence (June 29, 2011 to July 31, 2011). Brazil ranked as the sixth largest market for the site globally, contributing 793,923 visitors.

All in all, if you market your brand in Latin America, it is a very wise choice to integrate social media as a high priority.