Social networks have become the main way of communication in society, but even in the digital world each country has its own culture in terms of the use of social networks and the internet. On this occasion, we focus on Argentina where there were 38.02 million internet users in 2022, representing a penetration rate of 83% in the total population.
According to data from Datareportal there were 7.79 million Argentinians who did not use the internet, considering that in January 2022 the total population of Argentina was 45.81 million people, of which 92.3% lived in urban centers and 7.7% lived in rural areas.
There are 56.28 million mobile phone connections in the country, equivalent to 122.9% of the total population of the country, but it is also taken into account that some people use more than one mobile connection, which is why the total figures exceed the population totals.
Speaking directly about the use of social networks in Argentina, it was determined that there are 39.55 million users, which do not necessarily represent unique individuals, that is, one person can have more than one user on social networks. In fact, the total number of users in Argentina represented 86.6% of the total population of the country; here we tell you a little about the number of users for each social network based on data from January 2022:
According to data from Meta, a company that leads a group of social networks, Facebook had 28.40 million users in Argentina.
However, Meta asks to consider that in 2021 they made changes in the way their ads sent information to the audience, so some public figures may be different from those presented in the company’s internal reports. On the other hand, it should also be noted that Facebook is only allowed for use by people over the age of 13.
As for Facebook Messenger, the instant messaging application of Facebook, it registered 14.35 million users in Argentina.
The video platform managed to register 31.7 million users in the South American country, reaching 69.2% of the total population of the country.
The popular photo platform, which is also part of the Meta group, registered 24.7 million users in Argentina with an advertising reach equivalent to 53.9% based on the total population of the country. In the case of the Internet user population, the reach was 65%, of which 55% were women and 45% were men.
It should be considered that, like Facebook, only people over 13 years old can register, so 68% of the eligible audience in Argentina is part of the Instagram community.
The Tik Tok boom came with confinement due to COVID-19, when we were all looking for something to entertain ourselves at home, but its popularity has remained to this day causing companies to implement it in their advertising strategies. According to ByteDance figures, this platform had 11.34 million users aged 18 and over in Argentina.
It is worth noting that the total figures for platform users are not available because it only shows those linked to users aged 18 and over, so those aged 13 and over are not being taken into account
LinkedIn is a social network dedicated to the job market that had 9.4 million members in Argentina. LinkedIn only publishes audience reach data based on the total number of registered members and not on monthly active users, so its figures are not usually comparable to those of other social media platforms.
Snapchat is a social network that had 2.25 million users in Argentina. In terms of ad consumption, it is known that 75.2% of the audience were women and 23.2% were men. However, Snapchat only publishes audience data for female and male users, so it may not show 100%, taking into account that the app allows you to not specify your gender when registering.
Twitter had 5.9 million users in the country. It should also be taken into consideration that this platform is aimed at people over 13 years old, so 16.3% of the eligible audience in the country has a presence on the social network.
Imagen: Depositphotos
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