Latin America Favors Facebook for Social Sign-In - eMarketer

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Latin America Favors Facebook for Social Sign-In

Nine in 10 social users are Facebook users in Latin America

February 5, 2016

Facebook is the most popular social network in Latin America by a wide margin—more than nine in 10 social users are Facebook users, eMarketer estimates. And those users turn to their Facebook ID to sign in to other sites more often than their counterparts elsewhere in the world.

Social Network ID Used by Social Network Users Worldwide to Sign in to Other Sites, by Region, Q4 2015 (% of respondents)

Based on Q4 2015 on the Gigya network, social network users in Latin America favor Facebook even more heavily than their counterparts elsewhere in the world when it comes time to sign in to other sites with social IDs.

Facebook is the No. 1 choice everywhere, according to Gigya. In North America, 60% of the time social network users sign on to another site with their social ID, they use a Facebook ID for this purpose. That’s the lowest percentage of any region, thanks largely to the 22% of sign-ins made with Google+ IDs and the 9% of logins executed with a Twitter handle.

Meanwhile, in Latin America, the share of such sign-ins that use a Facebook ID is 83%, 4 percentage points ahead of second-place Asia-Pacific and 10 points ahead of Europe.

At the beginning of 2015, Latin America was slightly behind Asia-Pacific in its preference for Facebook IDs: In Q1, 74% of Latin America sign-ins occurred with Facebook, vs. 76% in Asia-Pacific. In Q2, the two regions were tied at 79%, and in Q3, Latin America had pulled ahead.

Google+ lost some share of social sign-in in Latin America over the course of the year, dropping from 18% in Q1 to 12% by Q4. Twitter also dropped from 6% in Q1 to 4% by the end of the year.

eMarketer estimates that 217.5 million people in Latin America used Facebook at least monthly in 2015, or 91.3% of social network users in the region. Twitter, by contrast, had just 38.0 million monthly users in Latin America last year, or 16.0% of social network users.

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