The Rise of Social Networking in Latin America

The statistics are simply amazing!

In June 2011, 114.5 million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. Social networking is not only big in Latin America, it is also growing — with the audience climbing 16 percent in the past year – comScore 2011

These are unprecedented levels of engagement… representing extremely high adoption rates for the entire region. Latin Americans are clearly active users of social media technologies. Read the full report from comScore to get the full scoop on overall trends, global, regional and market specific statistics, and overall summary of how social media impacts the overall fabric of digital media communications in the region.

Executive Summary:
Social networking is central to the online experience across Latin America, reaching millions of people and providing a level of engagement that is rarely matched by any other online activity. Tapping into people’s innate need to interact and communicate, social networking provides an opportunity for consumers to actively connect to one another while also creating a channel that brands can utilize to engage with consumers in a two-way relationship.

This report examines the state of Latin America’s dynamic social networking landscape, providing insights into trends at a global, regional and market level. The report also analyzes how social media has shaped the larger digital environment through its influence on other social web activities and its role in the dissemination of marketing messages. Several of the report’s key findings are summarized below:

In June 2011, 114.5 million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. Social networking is not only big in Latin America, it is also growing — with the audience climbing 16 percent in the past year.

Latin Americans are strongly engaged with social networking. Half of the top 10 worldwide markets by time spent on social networking sites are in Latin America with Argentina leading the region at 10 hours per month in June 2011.

The Latin American social networking audience is nearly equal in its composition of males and females, but females account for a larger share of social networking time spent (53.6 percent) compared to males (46.4 percent). This trend was most significant in Brazil where females accounted for 58.7 percent of all social networking time spent.

Facebook.com strongly led the social networking market in Latin America reaching more than 91 million visitors. Windows Live Profile ranked #2 with more than 35.5 million visitors in the region. Orkut held the #3 spot with 34.4 million visitors, largely driven by the site’s popularity in Brazil, while Twitter.com ranked #4 with 24.3 million visitors.

Five of the top 10 markets by Facebook.com reach are in Latin America. Facebook reached 90.9 percent of all online users in Chile, ranking as the most penetrated market in Latin America.

In Brazil, Orkut ranked as the most-visited social networking destination, reaching 35.7 million visitors, an increase of 20 percent from June 2010. Facebook.com, which is the second largest social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 million visitors.

For more details, please download the full comScore report below.

Amplify’d from www.comscore.com

The Rise of Social Networking in Latin America


Date: September 20, 2011

Speaker: comScore, Inc.

Event: comScore Whitepaper

Download Whitepaper

comScore presents The Rise of Social Networking in Latin America. The report examines the state of Latin America’s dynamic social networking landscape, providing insights into trends at a global, regional and individual market level.

The report reveals the role of social networking in Latin Americans’ digital experience:

  • How large is the social networking audience and what is the demographic composition of these users?
  • How much time are users spending social networking and what does this reveal about changes in online behaviors?
  • What are the top social networking brands in the region? How do audience preferences differ across markets?
  • How has social media shaped the larger digital environment through its influence on other social web activities?
  • What role does social media play in the dissemination of marketing messages?

Read more at www.comscore.com

 

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