[Dossier] What if the social web was tasted in Latin sauce?
Have the experts turned their heads the wrong way? While we thought that in terms of social networks, Asians would quickly take over from North Americans, it is ultimately the Latinos, from the United States and South America, who are the most dynamic , supporting figures.
- Internet access rate in Latin America, in 2010: 35%.
- Percentage of Internet users registered on social networks: 82% in 2010, 90% in 2012.
- Facebook had 81M members in Latin America in 2010.
- 207M Latinos registered on Facebook in 2014?
- 10.7 hours per month spent on social networks in Argentina.
- In Brazil 86% of city dwellers watch videos online.
- A Hispanic consumer is 5 times more likely to buy from a site published in their native language.
An almost omnipresent social web
The studies converge and point to the same paradox: if the internet access rate still remains relatively weak and disparate in Latin America, social media are experiencing an unprecedented boom. In fact, while in 2010, the internet access rate in Latin America reached only 35%, 82% of internet users in the region were registered with a social network the same year, according to a report published by Synthesio (not updated since). Based on a recent article by Gregory Pouy entitled ” Better understand digital in Latin America“, In this region of the world” the social web is said to be omnipresent today, with 90% of Internet users taking part. “
In January 2011, Latin America, for example, had nearly 81M subscribers on Facebook. Latinos-Americans would thus constitute the first population of the social network. The Orkut platform, developed by Google, historically leader in Brazil, has also recently seen its hair taken off by Mark Zukeirberg’s social network. Finally, according to the latest forecasts published by eMarketing, the number of Facebook users in Latin America could reach 207M people by 2014.
Beyond the South American continent, this enthusiasm is also found among Latinos established in the United States. In a recent report relayed on Atelier.fr, the Nielsen cabinet describes, in fact, Hispanics in the United States as “early” consumers or “early-adopters”. Unsurprisingly, the study points to a certain attraction for social networks. The likelihood that socially connected Hispanics will follow a brand is therefore greater than 25% of the national average. The ability to publish content on social platforms is also significantly higher (21%), as is for running a blog (17%).
Local and cultural specificities
If Hispanics are particularly fond of social networks of all kinds, they also have some specificities. In its report, Synthesio indicates, for example, that a Hispanic consumer is 5 times more likely to buy from a site published in their native language. An idea also taken up by the Nielsen firm, which explains that “the distribution of advertising in Spanish increases by 30% the memory of the advertisement with this target”. Registering your marketing strategy in their mother tongue would allow advertisers to “increase customer engagement and retention”. Another proof of the importance of language: in November 2009, when the Spanish version of Twitter was launched, the number of new Spanish-speaking Twitter users was multiplied by 7. On the miccro-blogging site, the national policy would also be a real factor of engagement with Latinos.
Finally, Hispanics are now definitely mobile. Nielsen points out that in the United States, Latinos consume more content from mobile phones than the rest of the population. For example, the Argentinian daily Clarin, recently highlighted the dizzying rise of smartphones in the space of just two years. Local operators estimate that in 2012 they will sell more smartphones than simple mobiles in the country. This performance is all the more surprising in that in 2010, smartphones only represented 14% of the country’s total mobile sales.