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

COUNTRYON FACEBOOKPOPULATION
Brazil37,907,400190,732,694
Mexico32,031,340112,336,538
Argentina17,784,38041,137,524
Columbia15,620,24046,115,000
Venezuela9,484,46027,150,095
Chile9,174,20017,196,000
USA (Hispanics)8,439,74044,300,000
Peru7,986,38029,461,933
Ecuador4,230,24014,306,876
Uruguay1,481,2003,356,584
Bolivia1,462,28010,426,154
Paraguay971,6206,460,000
TOTAL138,122,520 

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

CITYCOUNTRYON FACEBOOKPOPULATION
BogotaColumbia6,286,3607,961,254
Sao PauloBrazil5,318,82019,672,582
Mexico CityMexico5,787,76020,137,152
SantiagoChile4,275,5607,428,590
Buenos AiresArgentina3,989,88012,548,638
Rio de JaneiroBrazil3,341,46010,977,035
LimaPeru3,047,7808,472,935
CaracasVenezuela2,686,7805,380,668
GuadalajaraMexico1,753,0804,434,252
MonterreyMexico1,642,9803,738,077

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 – 1726,744,720
18 – 2549,146,740
26 – 3533,755,400
36 – 4516,254,000
46 – 557,832,580
56 and up4,399,080

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

DEVICEON FACEBOOK
Blackberry10,566,980
Android8,044,100
iPhone5,263,520
iPad1,422,020
Windows Phone135,480

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 consoles8,300,200
Newlyweds4,991,180
Dancing4,221,800
Cars3,747,360
Just moved3,471,960
Dog owners3,170,000
Having a birthday this week2,603,160
Cooking1,736,320
Small Business owners1,591,920
Cat owners1,108,900
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Author

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.

17 Comments

  1. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Avatar

    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. Pingback: Now we know! 18 million Hispanics are on Facebook!

  16. Pingback: ¡Ahora lo sabemos! ¡Los hispanos son 18 millones en Facebook!

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