If anyone’s still wondering whether consumers in Latin America will be as busy chatting about the FIFA World Cup on social media as the network-saturated audiences in North America and Western Europe will be, that person hasn’t been paying attention to social network penetration in the region over the past few years.
eMarketer estimates that since 2012, around two-thirds of all internet users in Mexico, Brazil and Argentina have been regular social networkers—signing on to the services at least monthly. This year, the share will be nearly seven in 10 internet users, which works out to almost two in five people in Latin America overall using social networking sites.
Facebook is by far the most popular. Though the site’s growth is declining throughout the world as its penetration increases, Mexico, Brazil and Argentina still count themselves among the six fastest-growing Facebook markets in the globe, and eMarketer expects all to see increases of more than 10% this year.
Well over nine in 10 social network users in Argentina, Mexico and Brazil will use Facebook this year, a trend that will continue as the juggernaut becomes almost ubiquitous among social networkers in Latin America.
eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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