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Twitter Continues Double-Digit Rise in Argentina

Solid double-digit growth rates in Argentina will continue through 2016

August 22, 2014 | Social Media

Continuing its assault in Latin America, Twitter is expected to further swell its user base in Argentina. eMarketer estimates that, after adding 78.7% in 2013, the user base of the micro blogging property will improve an additional 44.5% to reach 3.7 million—including users that accessed their profile at least one per month in the calendar year via any device but excluding duplicate and nonhuman accounts—in 2014.

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

To put that figure in context, we estimate there will be 19.2 million social networkers in Argentina this year, up 9.9% since 2013. The market leader, Facebook, is expected to amass an 18.2 million user base in 2014, or 11.7% more than a year earlier.

Despite overall social network user growth rates in Argentina dropping below double-digit levels for the first time in 2014—and lowering further to hit an all-time low of 3.4% in 2018—Twitter is still in a relatively early stage of adoption there and will post double-digit gains through 2016. That year, 15.8% more consumers will sign up for the social network to bring it up to 5.7 million active users and a 26.5% penetration among social networkers in the South American nation.

According to Twitter data cited by digital magazine, the social network estimated its own active user base—who access their profile at least once per month— in Argentina at a higher 4.7 million in June 2014. The data released also offered a window into the demographic profile of Twitter users in the country. Young adults between 25 and 34 years of age were the largest group, accounting for 32% of all Twitter users in the country. The user base also skewed male, with a 57-43 split favoring them over female Twitter users.

Demographic Profile of Twitter Users in Argentina, June 2014 (millions and % of total)

Going forward, eMarketer predicts the number of Twitter users in Argentina will continue to expand at above social network user growth rates through 2018, when 6.6 million consumers will have a profile in it.

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