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Argentina Is The World’s Most Engaged Social Networking Market

Argentina and Brazil are the most engaged social networking markets in the world, according to comScore’s latest breakdown of social networking activity in Latin America.

While the analytics company’s study found that Latin American visitors spent almost 10 hours on average on social networking sites in November this year, it found that LinkedIn, the world’s largest network for professionals, had strong growth over the past year because of its organic growth and the acquisition of Slideshare.net. LinkedIn is now the second most visited social network in the region.

“The social networking landscape continues to evolve in Latin America, and while Facebook remains the strong leader in the market there are several other noteworthy players,” said Alejandro Fosk, senior vice president, Latin America, comScore.

Argentina Is The World's Most Engaged Social Networking Market
Image: Beck Tench via Flickr (CC)

“Because Latin Americans tend to be very social in nature and active with digital communication, it is perhaps no surprise that we spend significantly more time on social networking sites than average. This high level of engagement means that there is room for many companies to succeed in the market.”

The latest comScore Media Metrix revealed half of the top 10 most engaged social networking markets worldwide are in Latin America and that Latin Americans nearly twice more time on these sites than the world average.

Argentina was the most engaged social networking market in the world with an average of 9.8 hours on in November, while Brazil ranked second at 9.7 hours. Peru, Chile and Mexico also ranked within the top 10 global markets.

comScore’s Media Metrix covered visitors ages 15 and up but excluded visits from public computers, such as Internet cafes, and access from mobile devices.

Top 10 Global Markets in November 2012  Average Hours per Visitor Spent on Social Networking Sites
Worldwide

5.2

Latin America

8.1

Argentina

9.8

Brazil

9.7

Russia

9.6

Thailand

8.7

Turkey

8.6

Israel

8.2

Canada

7.9

Peru

7.9

Chile

7.7

Mexico

7.5

Like the rest of the world markets, Facebook remained the leading social network in Latin America with 115.5 million visitors in November, but other players in the sector started to rise in the rankings.

LinkedIn placed number two in the Latin American market with 35.2 million visitors, largely because of its acquisition of Slideshare in May.

Twitter dropped from number two to number three with 24.1 million visitors in the region, followed by Ask.fm, which grew strongly during the past year with a growth rate of over 5,000 percent to grab the number five spot, with 12.9 million visitors, and Tumblr with an 86 percent growth to almost 11 million visitors.

Pinterest.com made it into the top 20 social networking sites with a year-over-year growth of over 2,500 percent to 2 million visitors in November.

Top Social Networking Destinations in Latin America

Total Unique Visitors (000)

November 2011

November 2012

% Change

Social Networking Category

123,313

125,176

2%

Facebook.com

107,651

115,566

7%

LinkedIn

8,738

35,376

305%

Twitter.com

27,287

24,143

-12%

Orkut

34,382

12,980

-62%

Ask.fm

247

12,968

5,156%

Tumblr.com

6,394

11,865

86%

Scribd.com

3,373

6,638

97%

Deviantart.com

4,623

5,158

12%

Badoo.com

8,935

4,807

-46%

Myspace

6,372

4,727

-26%

Bligoo.com

4,098

3,324

-19%

Weheartit.com

2,038

2,912

43%

Ning: Glam Social

N/A

2,590

N/A

MeetMe Media

N/A

2,561

N/A

Sonico.com

6,773

2,521

-63%

Pinterest.com

77

2,052

2,577%

Metroflog.com

2,351

1,802

-23%

Vostu.com

5,016

1,598

-68%

Tagged.com

2,032

1,551

-24%

Hi5.com

2,730

1,402

-49%

 

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