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South America: Facebook Engagement 20 Times Higher Than On Twitter

This is far from the first post about astonishing Facebook-growth, nor will it be the last. But if you are to believe relatively recent data released by comScore, Facebook user numbers and engagement in South America are truly out of this world.

Before digging into the numbers, what’s particularly impressive is the fact that Facebook didn’t actually lead in Brazil – South America’s by far largest internet market – until late 2011. And ever since overtaking Orkut as the leading social network in Brazil in December last year, Mr. Zuckerberg & Co. certainly haven’t looked back (see below).


Reach & Engagement

Reaching an incredible 90 percent of the 127.3 million social networking users in the region during the month of April, Facebook is not surprisingly the predominant social network in South America. But what’s perhaps even more impressive is the platform’s staggering engagement. In fact, Facebook  is miles ahead of its closest competitors, with the average user spending 7.7 hours on the site in April. For comparison, this is more than 4.5 times as much as the second most engaging platform on the list, Orkut, and more than 20 times the average time spent on Twitter.


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Immanuel Simonsen

Research Manager at Webcertain
As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing.

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