Latin America and Caribbean: social media reach 2024, by country

As of January 2024, more than 77 percent of the population of Chile was on social media. On the other hand, approximately 22 percent of Haitians used social networking platforms. Among the largest Latin American markets, Brazil had the lowest social media penetration rate at 66.3 percent, just below Peru and the Caribbean island country of Saint Vincent and the Grenadines.

Online networking among Chilean young adults intensifies

Young adults are the primary audience of social media in Chile. Nearly half of all Facebook users in the South American country were between 18 and 34 years old. The same age group accounted for almost 80 percent of Chilean users of LinkedIn. This generation has also been devoting more of its time to this type of online activity. During a 2020 survey, people aged 18 to 29 in Chile said they spent 4.1 average hours per day on social media.

Obstacles for the expansion of social media in Brazil

A handful of issues still set part of Brazil’s online population apart from social networks. The country ranked fifth in average internet connection speed in Latin America. Furthermore, almost one third of surveyed Brazilians said it was likely that their online accounts would get hacked in 2021. Finally, personal preferences may also play a relevant role. Around one out of four persons surveyed in Brazil stated it was likely that they would use social media less throughout 2020.