Latin America and Caribbean: social media reach 2025, by country

As of February 2025, more than 76 percent of the population of Uruguay was on social media. On the other hand, approximately 22 percent of Haitians used social networking platforms. Among the largest Latin American markets, Brazil had the lowest social media penetration rate at 67.8 percent, just below Colombia and Argentina.

Online networking among Chilean young adults intensifies

Young adults are the primary audience of social media in Chile. Nearly half of all Facebook users in the South American country were between 18 and 34 years old. The same age group accounted for almost 80 percent of Chilean users of LinkedIn. This generation has also been devoting more of its time to this type of online activity.

Obstacles for the expansion of social media in Brazil

A handful of issues still set part of Latin America's online population apart from social networks. Despite having the biggest social media audiences in Latin America, countries like Brazil and Mexico still struggled to provide internet access to their populations, thus hindering social media penetration rates.