Lat Am social networks
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A brief survey of social networks in Latin American, with a focus on Peru, Chile and Mexico.
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Lat Am social networks
- 2. Social Networks in Latin America
- 3. Today • A brief survey of the web and social media in particular in Latin America with a focus on three Latin American countries – Mexico, Peru and Chile
- 5. Lat-Am Internet Usage • After the Middle East/Africa, internet access is growing fastest in South America • In 2011, YOY growth was 15%, versus 3% for North America • In Mexico, growth rate is 25% Sources: Comscore, OECD, InternetWorldStats
- 6. Lat-Am Internet Usage • The internet skews younger than the global average, especially in Mexico, where 15-24 year-olds account for 42% of users. (Chile’s age profile is closer to Canada): 55+ 35-54 Chile Mexico Peru 25-34 15-24 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sources: Comscore
- 7. Lat-Am Internet Usage • The internet is influential, with over 90% of users in Chile, Peru and Mexico stating it’s important to their buying decisions Sources: Comscore
- 8. Lat-Am Internet Usage • Social networking was tied for first place among popular online activities in 2010: Sources: Comscore
- 9. Lat-Am Internet Usage • The average Lat-Am user spent 23 hours online in 2010, versus 44 in Canada: Sources: Comscore
- 10. Lat-Am Internet Usage • Facebook rules (top websites, last three months): Chile Peru Mexico Facebook Facebook Facebook Google Google Google YouTube YouTube YouTube Windows Live Windows Live Windows Live Blogger.com Blogger.com Yahoo! Las Ultimas Noticias Yahoo! Blogger.com Yahoo! Wikipedia MSN Wikipedia elcomercio.pe Twitter Taringa! MSN Wikipedia Twitter Twitter MercadoLibre MSN Taringa! Taringa! El Mercurio de Santiago Google Español El Universal Terra WordPress.com WordPress.com latercera.com enterfactory.com Megaupload Sources: Alexa
- 11. Lat-Am Internet Usage • Overall, reach of banking sites is on par with the global average of 27% of the internet population, but well below Canada. In Chile it’s well above the global average: Global 27%$ Mexico 19%$ Peru 24%$ Chile 36%$ 0% 5% 10% 15% 20% 25% 30% 35% 40% Sources: Comscore
- 12. Lat-Am Internet Usage • Latin America, as a region, has some of the highest adoption rates of mobile devices in the world and overall mobile phone user penetration of 55.4% • Latin America witnessed an 11.9% increase in mobile subscribers in 2010 • Due to relatively high voice costs, pre-paid plans and text messaging are popular, • Web access via smart phone is still low but growing -- smartphones purchased grew by 150% in 2011, though still account for only 15% of total mobile phones: • In Mexico: 11% of which are smartphones and 6% of these are used to connect to the web
- 13. Social Networks in Lat-Am
- 14. Social Networks Dominate • With social network penetration levels around 90%, growth in reach is flattening. However, the number of users will continue to grow, as internet access increases: Global 71%$ Mexico 89%$ Peru 91%$ Chile 92%$ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sources: Comscore
- 15. Are Latin Americans More Social? • Latin Americans embraced social networks like Sonico and Orkut years before Facebook and Twitter ruled the space • Today Latin Americans are among the heaviest users per capita of Facebook, with Chile and Peru ranked fourth and eighth respectively worldwide (5 of Facebook’s top ten countries are in South America) • In terms of time spent per month per user on Facebook, Chile ranked 8th in the world (6.7 hours), Mexico 12th and Peru 17th (Canada ranked 9th) • Brazil is Twitter’s biggest market in terms of reach • Does this suggest the Latin American psyche is predisposed to social networks?
- 16. Are Latin Americans More Social? North America South America Sense of Arm’s length is polite Closer than arm’s length Personal Space Time is relative, expanding and contracting. There Time is limited and finite so one must fit one’s Time is always time, human needs are more important, needs to deadlines and schedules deadlines can be changed The Concept of Nuclear family, children encouraged to be Extended family including neighbors & friends, Family independent independence can be viewed as disloyal Focus on the individual, independence, personal Focus on core group(s), looking out for others, Orientation fulfillment achieving group harmony Authority & Social All people are equal, authority can be challenged Power is centralized, defer to authority Organization College of DuPage Library
- 17. Facebook • In Peru, Chile and Mexico, the Facebook audience is 40 million+ and growing: Mexico Peru Chile Canada Actives 27,076,420 6,156,020 8,477,820 16,550,620 Penetration 25% 67% 50% 49% 25+ 58% 60% 66% 80% 35+ 27% 28% 36% 53% 45+ 11% 12% 17% 32% Male 50% 54% 49% 47% Female 50% 46% 51% 53% Sources: Facebook
- 18. Facebook Sources: Socialbakers
- 19. Facebook Chile Peru Mexico Canada
- 20. Facebook Percent of Companies on Facebook Global 54%$ Mexico 80%$ Average Fans per Company on Facebook Global !40,884!! Peru 25%$ Mexico !8,018!! Chile 43%$ Peru !34,071!! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Chile !15,404!! - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Sources: Burson-Marsteller
- 21. Twitter • The Spanish version of Twitter launched in November 2009, resulting in a 7-fold increase in Spanish speaking user • Latin America accounts for about 16% of Twitter users worldwide, versus 10% of the world’s internet population. It is the world’s fastest growing region for Twitter • According to Comscore, Twitter is used by 21% of online Brazilians, the highest rate in the world. Venezuela ranks 4th in the world and Chile 10th • As is the case in the Middle East, political/sports events and natural disasters have helped drive Twitter usage in Lat-Am: • The Mine Disaster in Chile • Elections in Venezuela and Brazil • World Cup Sources: Comscore, Facebook, Socialbakers
- 22. Twitter • In Peru, Chile and Mexico, Twitter’s audience is 3 million+ and growing: Mexico Peru Chile Canada Actives 2,101,340 255,993 871,022 4,797,814 Penetration 2% 3% 5% 14% Sources: Comscore, Facebook, Socialbakers
- 23. Twitter Chile Peru Mexico Canada
- 24. Twitter Percent of Companies on Twitter Global 32%$ Mexico 60%$ Average Followers per Company on Twitter Global !1,489!! Peru 15%$ Mexico !2,240!! Chile 43%$ 0% 10% 20% 30% 40% 50% 60% 70% Peru !85!! Sources: Burson-Marsteller Chile !1,624!! - 500 1,000 1,500 2,000 2,500
- 25. Other Social Networks/Media • While growing, time spent watching online video is 50% (7 hours) of Canadian users, constrained by at-home access to the net and broadband penetration • Reach of photo sharing sites grew by 27% in 2010. While the growth is largely dirven by Facebook photos, Fotolog is still in the top three social networks in many LA countries • Groupon is leading the growth of the group buying networks in Lat-Am, with reach of 7%, 10% and 5% in Mexico, Chile and Peru respectively (versus 6% in Canada)