eMarketer forecasts that over two-thirds of internet users in Latin America—221.7 million people—will frequent social network sites in 2014.
As expected, Brazil will continue to boast the largest social audience in the region, with 76.4 million users. With 71.0% of its internet users expected to use social networks regularly, compared with 70.7% in Argentina and 66.0% in Mexico, Brazil will lead neighboring countries by a small margin in terms of penetration among consumers who go online.
However, we expect Argentina to have a greater share of its population on social networks; 44.5% of the country’s residents will access social platforms in 2014, compared with 37.7% in Brazil.
Not surprisingly, Facebook is the most popular social site in Brazil. A January 2014 study by Experian Marketing Services found that Facebook claimed nearly seven in 10 of all social network visits in the country.
Notable wobbles to the social network landscape in Brazil were the recent increases in Twitter’s and Instagram’s popularity. Twitter climbed from seventh place in October 2013 to third place in January 2014. Instagram, which did not even make the top 10 in October, took the sixth-highest share of visits.
These changes have also pushed Google’s social networks, Google+ and orkut—which were already waning in popularity—a bit further down the ranking.
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