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Facebook Far Ahead of the Competition in Argentina

In Argentina, 89% of web users access Facebook; Twitter follows with 22% penetration

Argentina, the third-largest economy in Latin America—though some in Colombia suggest they may have taken over that spot if one considers inflation and exchange rates—also has the third-biggest base of internet users in the region, with 27.1 million in 2014, eMarketer estimates. Of that group, we expect 19.2 million to access a social network at least once per month via any device this year.

Buenos Aires-based research outlet Carrier y Asociados has a similar viewpoint. According to the firm’s study, “Uso de redes sociales en Argentina - 2014,” there were just over 21 million social network users in Argentina in May 2014. That figure works out to 92% social network penetration among internet users polled.

Among web users in Argentina, Facebook (89%) was the most common platform. What surprises, however, is the absolute dominance it showed over every other competitor. For example, second-place Twitter gathered a mere 22% penetration among internet users during the same period.

Indeed, estimates vary widely regarding Facebook penetration in Argentina. eMarketer, for example, predicts 67.0% of internet users in the country will use Facebook this year, while Q1 2014 estimates from GlobalWebIndex called for 50% penetration among web users. Different methodologies are at play, since eMarketer defines Facebook users as internet users of all ages who access their account via any device at least monthly. GlobalWebIndex, on the other hand, includes individuals ages 16 to 64 who used or contributed within the property in the month prior to polling.

In the case of Carrier y Asociados’ calculations, the estimate spikes because the interviewee profile called for individuals who already used email, instant messaging applications and/or Facebook.

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