Social media in Latin America continues to soar as Argentina and Brazil become the most engaged social networking markets worldwide, according to a new study.
The study, from comScore, found that visitors from Argentina and Brazil is spending an average of near 10 hours on social networking sites in November 2012,
ComScore also found that LinkedIn, which has grown strongly in the past year due to both organic growth and the acquisition of Slideshare.net, is now the second most visited social network in Latin America.
“The social networking landscape continues to evolve in Latin America, and while Facebook remains the strong leader in the market there are several other noteworthy players,” said Alejandro Fosk, comScore senior vice president of Latin America. “Because Latin Americans tend to be very social in nature and active with digital communication, it is perhaps no surprise that we spend significantly more time on social networking sites than average. This high level of engagement means that there is room for many companies to succeed in the market.”
Latin America Spends 56 Percent More Time on Social Networking Sites than Worldwide Average
The analysis revealed that 5 of the top 10 most highly engaged social networking markets worldwide are located in Latin America and that Latin Americans spend 56 percent more time on these sites (8.1 hours per visitor in November) than the worldwide average (5.2 hours per visitor).
Argentina led all countries with an average of 9.8 hours on social networking sites in November, while Brazil ranked second at 9.7 hours. Peru (7.9 hours), Chile (7.7 hours) and Mexico (7.5 hours) also ranked within the top ten markets.
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.