Research: Only 19.1% of U.S. Hispanics are Facebook Users, The Numbers

In today's research piece we came upon interesting data:  Facebook's reach among U.S. Hispanics is smaller than one would suspect.

There are 8.5 million U.S. Hispanic Facebook users, according to the company.if we take into account that the total Hispanic population has approximately 44 million, Facebook’s penetration in the U.S. Hispanic market lies at 19.1% (according to the last census count the figure is actually closer to 50 million Hispanics).

This is a similar ratio to Facebook’s penetration in Brazil,  where it has 19.8% penetration. However it has to be taken into account that Brazil’s social networking leader is Google’s Orkut and not Facebook. Facebook’s penetration among Argentinians 47% more than twice the U.S. Hispanic figure.

Millions of Latino users on Facebook

By using Facebook’s advertising segmentation tools, we were able to identify the number of users on the social network by country.  The graph below outlines the most important countries in the region.  For example, Brazil has the largest number of users, but not the highest percentage of social network penetration for Facebook (which is higher in several of the other countries).

LATINO POPULATION ON FACEBOOK, BY COUNTRY

COUNTRY ON FACEBOOK POPULATION
Brazil 37,907,400 190,732,694
Mexico 32,031,340 112,336,538
Argentina 17,784,380 41,137,524
Columbia 15,620,240 46,115,000
Venezuela 9,484,460 27,150,095
Chile 9,174,200 17,196,000
USA (Hispanics) 8,439,740 44,300,000
Peru 7,986,380 29,461,933
Ecuador 4,230,240 14,306,876
Uruguay 1,481,200 3,356,584
Bolivia 1,462,280 10,426,154
Paraguay 971,620 6,460,000
TOTAL 138,122,520  

The numbers by country give us a good indication of how this social network has permeated each of these countries, but the pan-regional advertising efforts of various brands are focused not so much on entire countries, but rather specific cities.

With this in mind, we measured the Facebook population of 10 major cities in Latin America. Surprisingly, the fourth most populous country on Facebook – Colombia – is first in the rankings by city, thanks to Bogota (where according to data from Facebook itself, the penetration rate is very high).

LATINO POPULATION ON FACEBOOK, BY CITIES

CITY COUNTRY ON FACEBOOK POPULATION
Bogota Columbia 6,286,360 7,961,254
Sao Paulo Brazil 5,318,820 19,672,582
Mexico City Mexico 5,787,760 20,137,152
Santiago Chile 4,275,560 7,428,590
Buenos Aires Argentina 3,989,880 12,548,638
Rio de Janeiro Brazil 3,341,460 10,977,035
Lima Peru 3,047,780 8,472,935
Caracas Venezuela 2,686,780 5,380,668
Guadalajara Mexico 1,753,080 4,434,252
Monterrey Mexico 1,642,980 3,738,077

Facebook segmentation in Latin America: how to reach specific customers

Cost per click options are priced at approximately $0.20 and cost per thousand impressions are priced at around $0.15 (bid suggested by Facebook); although the final cost may be much lower if there is not much competition within the selected population.

The main segmentation that can be achieved is by age, as we can see in the following population chart for Latin America. If we add up all young people ages 13 (minors) to 35 (young adults), they comprise about 80% of all Latinos on Facebook.

LATINO POPULATION ON FACEBOOK, BY AGE

AGE ON FACEBOOK
13 – 17 26,744,720
18 – 25 49,146,740
26 – 35 33,755,400
36 – 45 16,254,000
46 – 55 7,832,580
56 and up 4,399,080

Another interesting segment is smartphone devices, as they not only allow us to address a specific type of mobile user, but also analyze which platforms are most commonly used today in Latin America.

LATINO POPOLATION ON FACEBOOK, BY DEVICE

DEVICE ON FACEBOOK
Blackberry 10,566,980
Android 8,044,100
iPhone 5,263,520
iPad 1,422,020
Windows Phone 135,480

Finally, the large amount of information that users themselves provide on Facebook is available for use by brands who want to target a specific user. At Portada, we chose 10 interests to show user behavior in all of Latin America, but many more can be found inside the social network.

LATINO POLULATION ON FACEBOOK, BY INTERESTS

INTERESTS (sample) ON FACEBOOK
Video game consoles 8,300,200
Newlyweds 4,991,180
Dancing 4,221,800
Cars 3,747,360
Just moved 3,471,960
Dog owners 3,170,000
Having a birthday this week 2,603,160
Cooking 1,736,320
Small Business owners 1,591,920
Cat owners 1,108,900

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Raúl Ramirez Riba @rulsCC

Raúl Ramírez Riba is an avid digital content buff whose passions include film and music. He studied Communications at the Universidad Iberoamericana in Mexico City. Raúl worked for three years as head of web operations at radio station Ibero 90.9 and spent a year as Editor in Chief of the WannaFlock.com portal. He is currently Editor-at-Large at Portada.

Comments

  1. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  2. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  3. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  4. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  5. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  6. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  7. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  8. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  9. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  10. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  11. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  12. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  13. ... says:

    Your analysis is actually incorrect, Facebook’s targeting engine is able to identify 8.5 million Hispanic users but other data points to the fact that there are 25 million Hispanics on Facebook or 75% of the HIspanic online market.

  14. ... says:

    I like this article, very informative yet an eye opener when it comes to the number of identified Hispanic/Latinos utilizing Facebook. Again another instance where finding and reaching Hispanics represent a good challenge.
    On the other hand a comment about the way one of the listed Country’s name is written… I think it should be Colombia not Columbia.

  15. […] Costantini,  who accused him of being “definitely misleading” in his article about the reach of Facebook in the U.S. Hispanic market, that contrary to Latin American countries where a Facebook user count can be done per country, […]

  16. […] Raúl Ramírez Riba de escribir un artículo “definitivamente engañoso” sobre el alcance de Facebook en el mercado hispano de Estados Unidos. Al contrario de otros países de América Latina, donde el número de usuarios de Facebook puede […]

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