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November 3, 2011

Social Media Landscape in Latin America



According To Comscore In June 2011, 114.5 million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. Social networking is not only big in Latin America, it is also growing -- with the audience climbing 16 percent in the past year Latin Americans are strongly engaged with social networking. Half of the top 10 worldwide markets by time spent on social networking sites are in Latin America with Argentina leading the region at 10 hours per month in June 2011.






Five of the top 10 markets by Facebook.com 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.com, which is the second largest social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 millionvisitors.




Five of the top 10 markets by Facebook.com 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.com, which is the second largest social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 million visitors.

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 femalesaccounted for 58.7 percent of all social networking time spent.








Facebook.com strongly led 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.Orkut held the #3 spot with 34.4 million visitors, largely driven by the site’s popularity in Brazil,while Twitter.com ranked #4 with 24.3 million visitors.