[Editor’s Note: The data cited in this article is excerpted from Inside Facebook Gold, our membership service tracking Facebook’s business and growth around the world. Visit Inside Facebook Gold to learn more about our complete data and analysis offering.]
Today we focus in on demographic breakdowns from several Latin American countries within Facebook’s top 15 country markets around the world.
Facebook’s United States demographic is at this point a well-known quantity. As we showed in our last post, there’s a fairly even split between users aged under and over 30, while women are present in larger numbers through every age category.
Marketers and demographers can use this knowledge to help prioritize their audience targeting. However, the data shifts significantly once Facebook crosses into other countries — even just south of the border from the US.
Today, Mexico is Facebook’s ninth-largest market, but over the course of this year it will likely pass some less populated but more saturated markets like Canada and Italy. And its demographics are drastically different from its northern neighbors. While the 18-25 group is typically largest for any country, in Mexico it is dominant.
Mexico’s median age is around 26, so that’s not too surprising. However, there’s a difference between Mexico and similar emerging economies like Indonesia, where the population is also young. In Mexico, the 13-17 and 26-34 age groups are evenly divided, and there are significant groups of older users; in Indonesia, use of Facebook after 25 drops off much more rapidly.
When it comes to the proportions of male and female users in Mexico, we again see muted similarities to Indonesia, in which young women are far heavier social networkers than young men, but older women are rarer. Mexico is also notable for having a higher proportion of women over 45.
Latin America is balanced by its second largest market, Argentina which sits opposite Mexico in the bottom half of South America. Here, the picture is different.
Very young users are a far less overwhelming group in Argentina. Here, the 26-34 age group is much more significant than in Mexico, likely reflecting the higher median population age of 30.
Unlike some of the Asian countries, these splits between older and younger users do appear to be based mainly on the country’s own demographics. In Asia’s emerging economies, there are sometimes few home internet connections, so users are logging on from university or cafe connections. In the biggest South American countries, at least a quarter of the population tends to have internet.
Argentina also has more women online, especially beyond the age of 35. As in Mexico, it shows smaller numbers of female users than male between 18 and 34.
We’d be remiss if we didn’t also take a look at Colombia, which is the next largest Facebook market after Argentina — although it’s in many ways similar to Mexico.
The main difference in age groups between Colombia and Mexico is the former’s higher number of users who are 13-17 — 23.2 percent versus Mexico’s 21.7 percent. However, the country also has slightly more users in the 45-54 age group, as well.
Colombia has more women over the age of 35 logging onto Facebook than men, another difference from Mexico.
Over time, it’s likely that the ratios of male to female users in all of the South American countries will come to more closely resemble the United States and Europe, in which more women are online in almost all age groups. The age splits could take much longer to change, since these countries are, in fact, predominantly young.
The three countries profiled today are a small sample of the full Facebook Global Demographics report that is a part of Inside Facebook Gold, our research and data membership service. The Facebook Global Demographics report currently covers critical demographic stats for Facebook’s top 15 countries around the world, including the US, UK, Canada, Indonesia, Turkey, and ten other rapidly expanding markets. To learn more, or join the data membership, please visit Inside Facebook Gold.