Will Social Usage in Latin America Be High During the World Cup? - eMarketer
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Will Social Usage in Latin America Be High During the World Cup?

Facebook is the social network of choice in the region

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.

Social Network User Penetration in Latin America, by Country, 2012-2018 (% of internet users in each group)

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.

Facebook Users in Latin America, by Country, 2012-2018 (millions)

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.

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