What are the ten most-visited sites and platforms in Latin America? How do they factor into users’ social media priorities? How are views distributed? Here, you’ll find the answers to those questions based on the December 2015 comScore rankings.
Translated by Gretchen Gardner
Users choose different social media platforms based on each one’s available functions (which allow people to post, share, debate and relate with each other), as well as how each platform facilitates and solves these needs.
In this article, the comScore report shows the total amount of unique visitors in the social media category, distributed among 10 different platforms. Given that users, in many cases, utilize more than one of them, the total sum of unique users for each platform indicates the amount of duplicate users in the social media category.
|Source: comScore MMX, Latin America, December 2015, Home and Work, Social Media Category, PC/Laptop Only||Total Unique Visitors (000)|
|Total Internet: Persons: 15+||182.473|
|Total Social Media||166.137|
85% of Visits Are on Facebook, 5% Google+
85% of users in Latin America that use social media platforms prefer Facebook, while Google+ receives 5% of the visits.
Both platforms are on extreme ends of the rankings: Facebook in first, and Google+ in ninth.
Similar but different, while Facebook proposes a more connected world, Google+ serves as the social network of Google products.
Blogger Sites Receive 54% of Visits
54% of Latin American users in the social media category visit Blogger, WordPress and Tumblr. This is no small detail, as an almost equal percentage are visiting Facebook. When it comes to Pinterest, while it’s not really a blog, it has functions that are compatible with those types of formats (which increases the visits in this category by 4%).
Entertainment: Taringa and Nametests
Almost 20% of unique users relate to each other through entertainment. According to this ranking, Taringa (an Argentine social network with a large following in Spanish-speaking countries) receives 11% of the visits, while Nametests is visited by 8% of the users in the region.
LinkedIn Takes 40% of Visits
While LinkedIn is a niche site (given that it caters to users that have strictly professional interests), it is interesting to observe how users put it among the top spots in the ranking.
Twitter Receives 11% of Visits
Apparently, Twitter did not end well in 2015: the company suffered a decline in users in the third trimester of 2015, and according to this comScore ranking, the percentage of visits that it received in Latin America comes out to 11% of unique visitors in the social media category. While it is below LinkedIn, what is certain is that it is among the top spots, coming in fourth in the ranking.
A point in favor of this platform is the repercussion of its publication in diverse media (online as much as offline), and its popularity among users. These factors are variables that could contribute to a quick recovery from the decline in users.