When it comes to internet usage, Latin America continues to play catch up (although significant growth is expected in the near future). Poor infrastructure, spotty G3 network coverage and expensive data plans have kept internet penetration at a paltry 50 percent for most countries (Chile has the highest, according to the report).
But these numbers are at odds with Latin America’s enthusiasm for social media. Latin Americans are accessing digital content via mobile connections more than ever (especially in Mexico) and are using that connectivity to interact on social networks.
Colombian users, for instance, spend up to eight hours per week on social networks. That’s nearly double the global average of 4.8 hours.
The report’s conclusion: Brands looking to engage Latin American consumers should make themselves at home on social media. Because as internet penetration improves, brand reach will, too.