In 2022, there are around 23.14 million social media users in Peru, around 1.25 million more than the previous year. This figure is forecast to grow to 28.03 million users by 2027. In the same year, more than 68.68 percent of the population in the South American country accessed social media.

Facebook remains the most popular social media in Latin America in 2025, with an audience of 448 million users. However, other platforms currently have a higher growth rate than Meta's flagship platform. The Byte-dance owned platform TikTok has become the third-largest platform in the region, with around 261.9 million users, only behind Instagram, which amasses around 276.4 million users.

As of February 2025, more than ** percent of the population of Uruguay was on social media. On the other hand, approximately ** percent of Haitians used social networking platforms. Among the largest Latin American markets, Brazil had the lowest social media penetration rate at **** percent, just below Colombia and Argentina. 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 ** percent of Chilean users of LinkedIn. This generation has also been devoting more of its time to this type of online activity. Obstacles for the expansion of social media in Brazil A handful of issues still set part of Latin America's online population apart from social networks. Despite having the biggest social media audiences in Latin America, countries like Brazil and Mexico still struggled to provide internet access to their populations, thus hindering social media penetration rates.

A survey conducted in the third quarter of 2024 found that one of the main reasons for using social media for over 40 percent of Brazilians was to find products to purchase. In Chile, the share of survey respondents who reported using social media to find products to purchase was 37 percent.

China is leading the ranking by number of social media users , recording 977.29 million users. Following closely behind is India with 566.11 million users, while Seychelles is trailing the ranking with 0.12 million users, resulting in a difference of 977.17 million users to the ranking leader, China. The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

In August 2024, Facebook accounted for ***** percent of all visits to social media websites in South America. Meanwhile, Pinterest's share of visits amounted to ***** percent, while Instagram registered around ***** percent. Brazil, Mexico, and Colombia were among the South American countries with the most Facebook users.

In 2022, Latin America and the Caribbean accounted for around ****** million social media users, ranking as the fifth most popular region for this type of platform worldwide. Brazil and Mexico were the countries with the continent’s biggest social network audiences, registering ****** million and ***** million users each in the measured period. Additionally, Brazil is also the fifth largest market for social media worldwide.

Meta’s new contenders

The products owned by social media giant Meta (formerly known as Facebook Inc.) still reign across the social media landscape in Latin America and the Caribbean, as Facebook is still used by almost ** percent of the continent’s population. However, new competitors like Telegram and content-focused networks like TikTok are challenging Meta’s hegemony. The ByteDance-owned company TikTok has already surpassed Instagram in Mexico, Colombia, and Peru regarding the number of users, becoming the second-largest network in these countries.

Hardships on internet access

Even though Latin America increases its connectivity in traffic via mobile devices, the inequality in access to the internet throughout the continent also is also reflected in the presence of its populations on social media platforms. Almost ** percent of people living in South America have access to these networks, against ** percent of those living in Central America and only ** percent of those living in the Caribbean.

In 2020, internet users in Brazil made around **** million social media posts. Mexico and Argentina followed with **** million and *** million posts, respectively. In all the analyzed countries, Facebook was the social network with the highest share of interactions. In Peru, for instance, Mark Zuckerberg's platform accounted for more than ** percent of social media interactions.

As of December 2019, over ** percent of social network users in Latin America were between 15 and 24 years old. The 25-34 age group accounted for ** percent of the user base. In addition, the graph shows that the use of social media decreases as the age group gets older.

Between 2019 and 2020, the market shares of Facebook and Pinterest have declined in most of the six largest Latin American markets. In Brazil and Colombia, Facebook's market shared decreased by nearly ** and ** percent, respectively. Only in Chile Mark Zuckerberg's flagship saw an increase in market share: it went almost *** percent up. Concurrently, Pinterest's market share in Chile decreased by over a third, while just in Brazil it went up – by around ********* as well.

More videos, anyone? Even though YouTube’s market share in Latin American countries remains somewhat modest – rarely surpassing ** percent – it has risen amidst COVID-19 outbreak in the region. In Argentina, Colombia, and Mexico, the market share of Google’s video platform increased by approximately **, **, and ** percent, respectively. But not all social media users turned to YouTube more often while quarantining: its market share decreased by almost ********* in Brazil.

stayhome (and double tap)

Instagram, which also belongs to Facebook, Inc., saw a more consistent expansion across Latin America’s key social media markets. In Brazil, its market share increased by nearly **********; in Mexico, by more than ** percent; and in Peru, by over a ******. Similarly, Twitter recorded growth in most of the countries listed, despite a *** percent decrease in market share in Mexico. The market share of this San Francisco-based microblogging service rose by roughly ** percent in Brazil and by ** percent in Colombia.

As of January 2020, nearly ** percent of internet users in Brazil used social media. Furthermore, social media penetration rate reached **** percent in Mexico and **** percent in Argentina. All three countries had rates above the Latin American average at **** percent. Overall, Chile and Uruguay had the highest percentages of population actively using social media in Latin American and Caribbean.

A survey by IPSOS revealed that Latin American respondents were unlikely to reduce their time spent on social media in 2020. In Peru, for instance, only 16 percent of respondents said they would use social networks less than before in 2020. The highest percentage was found among Colombian respondents, with 26 percent of them claiming they would consume less social media in that year.

Throughout 2020, approximately *** billion social media interactions were recorded in Brazil. It was followed by Mexico with *** billion and Argentina with about *** billion interactions conducted via multiple online platforms. In all the countries analyzed, Facebook was the social network with the highest share of interactions. In Peru, Mark Zuckerberg's platform accounted for more than ** percent of social media interactions.

Over the last two observations, the reach by social network is forecast to significantly increase in all segments. Comparing the ten different segments for the year 2028, the segment 'Facebook' leads the ranking with ***** million users. Contrastingly, 'Tumblr' is ranked last, with **** million users. Their difference, compared to Facebook, lies at ***** million users. Find further statistics on other topics such as a comparison of the ad spending in Germany and a comparison of the ad spending in Canada. The Statista Market Insights cover a broad range of additional markets.

Over the last two observations, the reach by social network is forecast to significantly increase in all segments. Particularly striking is the exceptionally strong increase of the segment Instagram towards the end of the forecast period. The value amounting to *** million users stands out significantly from the average changes, which are estimated at **** million users. Find further statistics on other topics such as a comparison of the ad spending in the United Kingdom and a comparison of the desktop & mobile ad spending share in the United States.The Statista Market Insights cover a broad range of additional markets.

The first case of a person infected with the novel coronavirus (COVID-19) in Brazil was reported on February 26, 2020. The lock for non-essential business started on March 24. The daily time Brazilians spent on social media between March 19 and 31 was 21 percent higher than between January 1 and March 18. Between April 1 and 19, the time was 19 percent higher than between January 1 and March 18. For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

In the third quarter of 2024, around ** percent of Brazilian online users used social networks to find products to buy. Of the selected countries, Chile ranked second, with **** percent of users, followed by Colombia and Mexico. Brazil is the country with the most internet users in Latin America, reporting almost *** million web users as of February 2025. That is more than Mexico and Argentina combined.

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

In 2020, two platforms owned by Facebook, Inc. concentrated most of the social media posts by influencers in Latin America. While Instagram accounted for around ** percent of the influencer content posted on these social networks, for Facebook, this figure stood at ** percent. In the region, Brazil was the country with the highest number of Instagram influencers, with Argentina in second place.

As of March 2020, among the seven Latin American countries surveyed, Brazil alone concentrated 29 percent of all posts on Facebook, Twitter, and Instagram containing the terms 'coronavirus' or 'COVID-19'. It was followed by Mexico and Argentina with 23 and 19 percent, respectively.