Latin America is the region with the highest daily use of social networks worldwide. Four countries lead the global ranking surpassed only by Nigeria, which ranks first with 4:07 hours per day. At regional level, carrying out a marketing strategy is necessary to know when and how Latinos use social media.

Today, Bindiva shares with you three important facts on how Latin American people spend their time on social media.

FOUR LATAM COUNTRIES AMONG THE TOP 5 OF DAILY USE WORLDWIDE

According to a 2022 Statista report published on April that year, and based on Global Web Index via DataReportal, global internet users spend an average of 2.27 minutes per day on social media. However, this rate widely varies from one country to another, especially in Latin America. 

The second country with the longest time spent by users is Colombia (3.46 h), followed by Brazil (3.41 h), Argentina (3.26 h), and Mexico (3.20 h). This lapse significantly encourages the decisions of brands to bet on the creation of quality content attracting and consolidating a whole community of followers.

DIGITALLY ACTIVE POPULATION

Another 2022 report by Statista on the use of social media by country provides interesting data regarding nations with the highest relevance of social media for their population. Some key factors can be highlighted, such as device access, data service, and digital literacy. 

Chile leads the ranking with 92.8% of its population having at least one active social media account, followed by Uruguay with 90.2%, and Argentina with 83.3%. Mexico, however, drops to 15th place with 78.3% of its population reached by digital platforms. 

Further data published by the German online statistics portal reports that WhatsApp (94.3%) and Facebook (93.4% ) were the apps with the highest percentage of users in Mexico declaring themselves active in 2021.

These are followed by Instagram (79.1%), TikTok (70.4%) and Twitter (56%). In the case of Brazil, Instagram is the most used network, with more than 109 million users by June 2021, the highest in Latin America.

GREATEST CONSUMPTION FORMAT

Another metric of interest when planning a digital marketing strategy seeking to cover the Latin American market has to do with formats consumed in most of the region. 

A report published by Comscore in April 2022 points out Latinos prefer video format.

In 2021, over 505 billion views were registered in LATAM; Mexico placing as one of the biggest contributors with the highest number of views —almost 45 billion, followed by Brazil (43 billion), and Argentina (10 billion). Peru, Colombia, Chile and Ecuador following. 

Knowing this hard data on how Latin Americans live and use social media allows us to make a smart and assertive decision on which strategies are preferable to use. It’s already well-known that the so-called beauty of Brazilian people finds its way on Instagram. For Mexico, WhatsApp would be a better place to gossip over Facebook.

Contact Bindiva and learn how we can help you take your brand all over Latin America.