Latin America and the Caribbean: social media reach 2021, by country

As of January 2021, more than four out of five people in Chile, Uruguay, Puerto Rico, and Peru were on social media. On the other hand, approximately one out five persons in Haiti used this type of online platform. Among the largest Latin American markets, Brazil had the lowest social media penetration rate at 70.3 percent, just below the Caribbean island country of Saint Kitts and Nevis (at 75 percent).

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 85 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 hours per day on social media, the highest average in four years.

Obstacles for the expansion of social media in Brazil

A handful of issues might set part of Brazil’s online population apart from social networks. The country ranked ninth 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.