In the early 2000's internet usage growth in Peru occurred at a slow pace. However, since 2016, the South American country seems to be overcoming little by little its connectivity challenges, accelerating the adoption of this service by the population. Among those who have joined the digital world, nearly all perform communication-related activities, which to a large extent include the use of social networks. In fact, it was estimated that out of more than 32 million inhabitants, approximately 19 million would be social media users in Peru by the end of 2020, a figure forecast to reach 24 million in 2025.
Social media consumption
Facebook is, by far, the most used social media in Peru, representing about 64 percent of social network visits made in 2020 by users in the country. Its scope is such that, according to a survey, more than nine out of ten online social platform users would have an account on Mark Zuckerberg’s network. Although Facebook has seduced both young and old, its Peruvian audience consists primarily of adults between 25 and 34 years old. The question is, will it succeed in staying attractive and fashionable for the coming generations? Focusing on visual content, Instagram and TikTok are bringing some serious competition to the table. While Instagram registered a 200 percent market share increase in Peru between 2019 and 2020, the video sharing app, TikTok's adoption has kept on growing since its release in 2016.
As in many countries, the social distancing measures put in place in Peru to control the spread of the novel coronavirus led the population to turn to online solutions to keep in touch with their loved ones, thereby reinforcing social media involvement. From the beginning of the sanitary emergency to the end of the lockdown, both the percentage of visitors to social networks and the time they devoted to this activity grew by almost 20 percentage points. During this period, the three social platforms previously mentioned, Facebook, Instagram and TikTok, were those that recorded the greatest usage increase. As such, a wider and more frequent use of social media seems so far to be part of the new normal in the post-COVID era.
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Research expert covering internet & gaming in Latin America and Spain