According to comScore more than 127 million Latin Americans ages 15 and older visited a social networking destination from a home or work computer in April 2012, with the average visitor spending 7.5 hours social networking during the month
In April 2012, Latin America’s social networking audience reached 127.3 million visitors, an increase of 12 percent from the previous year. Facebook held a strong leadership position in the market with 114.5 million visitors, an increase of 37 percent from the previous year. Twitter.com followed with 27.4 million visitors, while Orkut ranked third with 25.7 million visitors coming almost exclusively from Brazil. Tumblr.com was the fastest-growing destination of the top 10, doubling its audience in the past year to 7.2 million visitors.
Facebook was far and away the most engaging social network with an average visitor spending 7.7 hours on the site in April. It also ranked as the most engaging web property overall in the region, accounting for 1 of every 4 minutes spent online.
“Not does nearly 100 percent of the Latin American Internet population visit social networking destinations each month, but they also spend a lot of time on the sites,” said Alejandro Fosk, comScore senior vice president of Latin America. “While social networking isn’t a new phenomenon, we are still seeing strong market growth, changing dynamics among the leading players, and the emergence of new social sites that make it an especially interesting market to watch right now.”