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Argentina Social Network Usage Leads the Region


eMarketer estimates the number of social network users around the world will rise this year to 1.4 billion -- that's up from 1.18 billion in 2011. The reported 20 percent increase is a slight drop from the growth rate in 2011. In fact, the global upside potential will continue to shrink as the market matures.

That being said, if you want to connect with the most engaged online consumers in Latin American, then consider reaching out to Argentinians -- apparently, they're the most active social media participants.

According to the latest market study by eMarketer, their global assessment of growth in social network usage highlighted that it's now driven primarily by the emerging markets.

However, in Latin America growth will be slightly below the worldwide average, but it will still represent a 18.5 percent increase in social networking users this year.

With relatively low penetration among the total population, social networks still have room to grow in the region -- though better overall broadband access and internet infrastructure is required before social media engagement is commonplace -- as it is in North America or Europe.

Argentina has the highest rate of social network usage among the population as a whole, at just under 38 percent in 2012, according to eMarketer estimates. Looking forward, Argentina will likely stay in the lead, followed by Brazil and Mexico, throughout the forecast period.

Facebook membership is already significant in Latin America, and the greatest overall number of users this year are in Brazil -- where 41.5 million internet users will access a Facebook account at least monthly. eMarketer estimates nearly 28 million Facebook users in Mexico this year, and about half as many in Argentina.

eMarketer says that it forms its forecast estimates of worldwide social network and Facebook users based on the analysis of survey and traffic data from research firms and regulatory agencies; Facebook company releases; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

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