Facebook, WhatsApp Are Winning Social Platforms in Argentina - eMarketer

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Facebook, WhatsApp Are Winning Social Platforms in Argentina

Fewer users are on WhatsApp, although those who are tend to prefer it to Facebook

June 15, 2016

Facebook is the most popular social platform for internet users in Argentina, according to a report by Carrier y Asociados. Nearly 100% of those surveyed say they had used the platform.

Social Media Platforms Used by Internet Users in Argentina, April 2016 (% of respondents)

The survey, which asked whether internet users had a profile on various social sites, revealed higher penetration rates than eMarketer estimates for monthly active usage. For example, eMarketer estimates that this year, just 71.0% of internet users in Argentina will actually use Facebook on a monthly basis. Overall, eMarketer estimates, 72.7% of internet users in Argentina will use social networks monthly this year.

While trailing Facebook significantly, WhatsApp had been used by 70% of internet users; perhaps more surprisingly, Google+ saw significant usage in Argentina. Over 60% of respondents say they had used the platform as of April 2016.

In July 2015, for example, TNS found that only 34% of internet users in Brazil used Google+ on a daily basis. In December 2015, comScore MMX reported that Google+ ranked ninth among social networks in unique visitors in Latin America, with just 8.0 million to Facebook’s 140.6 million. So it seems likely that many of those in Argentina who used Google+ at one time are not regular users.

Preferred Social Media Platform According to Internet Users in Argentina, April 2016 (% of respondents)

Indeed, just 3% of respondents to the Carrier y Asociados survey said Google+ was their preferred social media platform, less than Twitter and Instagram, though a lower number of respondents had used those platforms.

And while Facebook might be the most commonly used platform in Argentina, users aren't necessarily in love with it. About two in five (39%) of those surveyed called Facebook their preferred platform, which is a solid chunk of respondents, but nearly 10 points behind WhatsApp.

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