Argentina Enjoys Highest Mobile Social User Penetration in Latin America - eMarketer
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Argentina Enjoys Highest Mobile Social User Penetration in Latin America

Brazil home to largest mobile phone social network audience in the region

February 6, 2015

Brazil will account for more than one-third of all mobile phone social network users in Latin America this year, according to eMarketer’s latest estimates of mobile phone usage to access social networking sites. We forecast that 64.1 million people in Brazil will check social networks from their handsets at least monthly this year, up from 53.0 million in 2014.

Mobile Phone Social Network Users and Penetration in Latin America, by Country, 2013-2018

That works out to 31.4% of the population of Brazil, or 45.4% of mobile phone users in the country. Brazil’s mobile phone social network user population will be more than four times the size of Argentina’s this year, but the smaller country will enjoy higher penetration, at 36.0% of the population and 50.9% of the mobile phone user base. More than 95% of all mobile phone internet users in Argentina will check social networks from their phone, significantly higher than Brazil’s penetration rate of 75.5%.

Facebook dominates mobile phone social network use across Latin America. Throughout the region, 85.1% of mobile phone social network users will specifically check Facebook from their phones monthly in 2015. Mobile Facebook penetration among mobile social network users will exceed 90% in all three countries eMarketer breaks out estimates for: Mexico, Argentina and Brazil.

Again, due to its overall size, Brazil will have by far the largest single mobile phone Facebook audience this year, at 57.9 million people. Mexico’s mobile phone Facebook user population is expected to reach 30.9 million this year, while Argentina will boast 14.1 million users.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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