Mobile Social User Penetration Nears 30% in Latin America - eMarketer

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Mobile Social User Penetration Nears 30% in Latin America

Nearly 179 million people in the region will be mobile phone social networkers this year

May 1, 2015

Social network users in Latin America are less likely to conduct social networking activities via mobile phone than the average social user worldwide, according to eMarketer’s latest forecast of mobile phone internet usage and habits around the world. This year, 75.1% of social network users in Latin America will use the platforms via mobile phone at least monthly, vs. 79.3% of users around the world.

Mobile Phone Social Network Users and Penetration in Latin America, by Country, 2013-2019

The region is expected to almost close the gap by 2019, when 83.7% of social network users will be mobile phone social network users, vs. 84.2% worldwide.

By another metric, though, Latin America is above average: Among all mobile phone users in the region, 45.1% will be mobile phone social network users this year—compared with 35.5% around the world. Relatively low rates of mobile phone social network usage in Asia-Pacific depress the worldwide average by this metric. And 29.2% of the total population of Latin America will be mobile phone social networkers this year, vs. 21.7% of people around the world.

Brazil boasts the most mobile phone social network users in the region, with 67.4 million people in the country expected to visit social networks from their phones on a monthly basis this year. That’s up from 58.0 million in 2014, and represents 51.7% of mobile phone users in the country, or 33.0% of the population.

Penetration as a share of mobile phone users is nearly as high in Argentina, but that country’s much smaller size means just 15.6 million people there will use mobile phones to visit social networks monthly this year. At 36.0% of the total population, Argentina has the highest overall penetration rate in the region this year.

eMarketer expects that by 2019, the end of our forecast period, 252.7 million people in Latin America will be mobile phone social networkers, or nearly two in five people in the region. Argentina will lead in penetration at that point, followed by Brazil, as Mexico and other countries trail significantly.

eMarketer expects the vast majority of the mobile phone social network user population in Latin America to be using Facebook with their devices. This year, 160.0 million people in the region will do so, a figure that will rise to 232.4 million by 2019.

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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