With 845 million active users per month as of December 2011 and about 80% of them from outside the United States and Canada, Facebook has undoubtedly established itself as one of the most important advertising platforms in the world and an indispensable tool for any brand seeking to connect with existing and potential customers in digital media.

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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Portada Staff

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