If you’re curious if and how the Latin America and the Caribbean private sector uses social media, this post is for you.
I completed a comprehensive study for the IDB Group on private sector discussions on social media among local companies, financial markets, multilatinas and peer multilaterals in Latin America and the Caribbean.
This post features a summary of my findings. Let’s get into to the data.
Latin American Businesses are Social
Latin American Internet users are more engaged on social media than US users, according to comScore. Half of the 10 countries with the most hours spent on social networks per month are Latin American, namely Argentina, Brazil, Chile, Colombia and Peru.
The most popular social networking brand in Latin America is Facebook, hosting 21 million more Latin America profiles than US profiles. In 2010, 45% of Latin American companies were active on at least one social media platform. By 2012, that number rose to 65% of Latin American companies active on at least one social networking platform.
Argentine is the world’s most engaged global population on Twitter. Brazil and Mexico are among the top 10 most engaged countries on Twitter. And Brazil is the world’s second most engaged population on Facebook, according to Spark Group research. The majority of business-oriented discussions on social networking in Brazil are actually in Spanish rather than Portuguese.
Specific Internet usage patterns among Latin American countries are more distinctively described as follows…