Argentina has one of the largest online populations in Latin America, technically tying alongside Colombia as third in the region. But with an overall balanced internet penetration throughout its massive territory and fewer socioeconomic gaps regarding connectivity, Argentinians seem to struggle much less than most of their Latin American neighbors when accessing the web. Compared to the regional average, the country’s internet penetration rate of 87.2 percent and its affordability makes internet access much easier and fruitful for its more than 37 million internet users.
Like the rest of Latin America, Meta dominates the social media landscape. Facebook is the most visited social media in the country, while Instagram and messaging solutions like WhatsApp and Facebook Messenger are among the most used platforms in the country. However, the rise of TikTok throughout Latin America might keep Argentina’s social media landscape heated, being one of the platforms where Argentinians most spend time at monthly.
With more than 27 million online shoppers, which corresponds to around 58 percent of its population, Argentina’s biggest online deed is the birthing Mercado Libre: being the region’s leading e-commerce website, the e-commerce giant is the main channel for online shopping in markets even bigger like Mexico and Brazil, generating alone a net revenue of more than 10 million U.S. dollars in 2022.
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Research expert covering internet & gaming in Latin America and Spain