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Social Media in Latin America: 40 Million Members on LinkedIn as 222 Million Overall Social Users Projected for Region

First Posted: May 10, 2014 12:24 PM EDT

Social media users in Latin America are expected to grow by double-digit figures, and one social network might capitalize on the growth.

According to eMarketer, Latin American will have 221.7 million social network users this year, which accounts for 36.7 percent of the population. Brazilian social media users are projected to represent 76.4 million of the social network users, alone.

For the business-oriented social network LinkedIn, which officially launched in May 2003, it operates with more than 300 million members from over 200 countries and territories. According to LinkedIn, as of May 2, Latin America is responsible for over 40 million users.

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The Lima, Peru,-based digital research firm Futuro Labs noted approximately 28.6 million of Latin America's LinkedIn members are residing in South America.

Based on 10 markets reviewed by Futuro Labs, Chile provided the most LinkedIn penetration based on population percentage. Futuro Labs showed Chile represented 2.2 million LinkedIn users, which accounted for 13.2 percent of the country's population. Brazil, however, provided the most LinkedIn users with 15.5 million but accounted for 7.7 percent of the country's population, per data released in January 2014.

Argentina ranked second with most LinkedIn users in South American with 3.3 million members, or 8.2 percent of the population. Colombia was narrowly behind Argentina with three million members, or 5.9 percent of the population -- which tied Peru's population percentage.

By May, LinkedIn revealed Brazil's LinkedIn membership figures increased to 17 million, which is more than the United Kingdom's 15 million, China's 4 million, and Australia and Mexico's 5 million, respectively.

Back in March, LinkedIn Latin America managing editor Osvaldo Barbosa de Oliveira confirmed Mexico's 5 million milestone.

"The fast growth in the region shows that Latin Americans have been taking more and more advantage of the professional content available on the platform that ultimately makes us more productive and successful," de Oliveira said during a presentation at Mexico City's "GroupM What's Next." "With the new Latin America headquarters based in São Paulo, we will be able to be closer to the customers and members and better understand the region's specific needs."

"Beyond adoption rates, the demographic profile of LinkedIn users differs greatly from country to country," eMarkter reported. "Take Mexico and Peru. According to an August 2013 AMIPCI (Asociación Mexicana de Internet) and ELOGIA survey, LinkedIn's user base in Mexico was composed primarily by women (58 percent) and users under 35 years old (57 percent). LinkedIn estimates its current user base in Mexico to be above 5 million."

In comparison to other regions worldwide, the Asia and Pacific accounted for 50 million users while Europe represented 65 million members. The United States is responsible for the highest membership figures with more than 100 million users.

LinkedIn introduced its Spanish translated website in April 2008 and two years later for Portuguese speakers.


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