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Facebook Usage in Latin America Is Highly Mobile

In some countries, mobile reach is above 90%

March 10, 2016 | Social Media

Across Latin America, Facebook usage is almost synonymous with mobile Facebook usage, according to data from the social networking site.

Mobile vs. Total Active Facebook Users in Argentina, by Frequency, Q4 2015 (millions)

In Argentina, for example, more than 88% of all monthly active Facebook users in Q4 2015 were also monthly active mobile users. On a daily basis, the share was somewhat smaller, but still a robust 84%.

In nearby Colombia, mobile usage among monthly active Facebook users surpassed 90% reach. Among daily active users, nearly 87% used Facebook via mobile.

Mobile vs. Total Active Facebook Users in Chile, by Frequency, Q4 2015 (millions)

In Chile—which, like Colombia, has a significantly smaller Facebook audience than Argentina—91.3% of daily active users were daily active mobile users. And mobile activity was nearly as high among monthly users.

Of all countries studied, the least likely users to be mobile were those in Peru. Even there, more than eight in 10 monthly active users were on mobile.

eMarketer estimates that across Latin America, 183.6 million Facebook users will log in to the site via mobile phones at last monthly this year. That’s up from 160.0 million in 2015, and will rise to 231.1 million by 2019, the end of our forecast period. We estimate that this year, 76.2% of all Facebook users in the region will use the site via mobile phone on a monthly basis.

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