Double-digit growth in social network audiences is over in Latin America, according to eMarketer’s latest estimates of usage in the region.
This year, more than a quarter of a billion people in Latin America will use social networks on a monthly basis, eMarketer estimates. That will represent growth of 9.4%, and growth rates will decline through the end of eMarketer’s forecast period.
The largest single audience for social networking in Latin America is in Brazil, where the social user base will reach 100 million by 2018.
Penetration is highest, however, elsewhere. In Argentina, nearly half the total population (49.4%) will use social networks this year, vs. 45.3% in Brazil. And Mexico is No. 1 when it comes to social network users as a share of internet users: 79.2% of Mexico’s digital population will use social networks this year, vs. 77.8% in Brazil.
Latin America overall has relatively high penetration of social networking among internet users, at 75.1% this year—behind only Central and Eastern Europe, where 75.6% of internet users will use social sites this year. But in terms of the overall population, social networking lags North America and Western Europe as well, with just 42.0% of all Latin Americans regularly using social platforms.