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Facebook is by far the top social site in Latin America, as in many markets around the world.
eMarketer last estimated social media usage in Latin America in July 2015. Facebook is set to reach 39.0% of the total population of the region this year—equivalent to 69.5% of internet users and a dramatic 93.0% of social network users.
By some measures, Facebook’s reach is highest in Argentina, where 96.3% of social network users and 47.6% of the total population will use the site this year.
But in terms of penetration among internet users, Mexico is in the lead, at 73.3%. Countries other than Argentina, Mexico and Brazil have generally lower penetration.
Twitter has a much smaller reach in the region: Overall, 16.4% of social network users in Latin America will use the microblogging platform at least monthly this year.
According to comScore, Twitter is not even the No. 2 most trafficked social site in Latin America. In December 2015, Facebook had nearly 141 million unique visitors in the region—far and away the leader. Blogging platform Blogger came in with less than half that audience, and LinkedIn enjoyed 22.8 million unique visitors the same month—about 4.5 million more than Twitter had in the same time period.
However, the comScore data was restricted to desktop and laptop visits. Mobile-first Twitter may perform better compared to other social sites if mobile is included in the total—or based on mobile-only data. eMarketer estimates that nearly seven in 10 internet users in Latin America use the internet via mobile phone this year, and that eight in 10 social network users in the region visit social sites on mobile.
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