Social Media Usage in latin America

Latin America and North America Display Strongest Social Networking Reach Among Women

Comscore reports suggest that Across each global region, Social Networking reached a higher percentage of women online than men. Social Networking’s reach among women is highest in Latin America where it reached 94.1 percent of females online, and in North America where it reached 91.0 percent of females. Europe saw 85.6 percent of its female online population visit a social networking site in May 2010, while in Asia Pacific, where parts of the region still face low broadband penetration and site restrictions, reported a 54.9-percent reach.

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Latin American Internet Growth Up by 15%, Brazil leads Growth

ComScore reports that the "The Internet population in Latin America has increased  by 15 percent to 112.7 million visitors." According to the latest results from a study of the growth in the Internet audience in Latin America based on data from its comScore Media Metrix service.

Latin America has experienced strong growth in Internet usage throughout the region.Consumers are turning to the Internet for a variety of activities including communication, social connection, information and commerce, as the web becomes an increasingly valuable resource for consumers and marketers alike.

In January 2011, 112.7 million people age 15 and older accessed the Internet from a home or work location in Latin America, representing a 15-percent increase in users from the previous year, as the region continued to show strong growth in the numbers of consumers gaining access to the Internet.

Brazil, the largest online market in Latin America, grew 20 percent in the past year to 40.5 million users, while Mexico’s online population surged 21 percent to 18.1 million. Venezuela, which represents a relatively small online market at 2.9 million, achieved the highest rate of growth in the past year at 27 percent. 

 

Latin America Market Growth by Total Internet Users January 2011 vs. January 2010 Total Latin America Internet Audience**, Age 15+ Home & Work Locations Source: comScore Media Metrix
	Total Internet (000)
	Jan-2010	Jan-2011	% Change
Latin America	98,139	112,659	15
Brazil	33,789	40,528	20
Mexico	15,005	18,109	21
Argentina	12,626	12,850	2
Colombia	10,007	12,416	24
Chile	6,792	7,304	8
Venezuela	2,295	2,910	27
Puerto Rico	1,132	1,228	8

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs

Brazilians Lead Region as Most Engaged Users 

An analysis of user engagement found that an average Internet user in Latin America spent 24 hours online during January 2011, consuming 1,795 pages of content and visiting the Internet nearly 50 times during the month. Looking across individual markets, Brazilians were the most engaged users averaging the most time spent online (25.8 hours), the most pages of content (2,077 pages) and the most monthly visits (55.5 visits). Argentineans and Mexicans both were more engaged than the regional average, with an Internet user in Argentina spending an average of 25.5 hours online per month and an average user in Mexico spending 25.3 hours.

Internet User Engagement by Market January 2011 Total Latin America Internet Audience**, Age 15+ Home & Work Locations Source: comScore Media Metrix
	Average Hours per Visitor	Average Pages per Visitor	Average Visits per Visitor
Latin America	24.0	1,795	49.5
Brazil	25.8	2,077	55.5
Mexico	25.3	1,628	46.9
Argentina	25.5	1,875	53.8
Colombia	21.1	1,634	42.7
Chile	22.0	1,652	45.2
Venezuela	21.1	1,684	46.2
Puerto Rico	18.0	1,410	41.4

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs

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