Are Hispanics heavy users of social media?Social media has natural appeal for people with far-flung relatives and friends, often including some living abroad. And the youthful skew of the Hispanic population yields a receptive audience for platforms like Snapchat and TikTok. Hispanics overindex for social user penetration, but just slightly.
In 2020, the number of people engaging with social media is projected to rise a further 8.1%, an increase from our November 2019 forecast of 5.8%. That will push the total to 1.89 billion, or 84.2% of the region’s internet users.
Even before the pandemic, people in Latin America were some of the most engaged consumers of social media worldwide. During Q1 2020, Brazil, Colombia, Mexico, and Argentina were all in the top 10 countries worldwide that spent the most time per day on social media, according to GlobalWebIndex. With the onset of the pandemic and government-mandated quarantines, consumers spent even more time on social.