Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Internet usage in Latin America - statistics & facts
Amassing some of the world’s largest internet audiences, Latin American and Caribbean countries still struggle to create an inclusive online landscape for their populations. With a regional average internet penetration rate of 74.63 percent, there are notable discrepancies between nations and within their innermost divisions, influenced by their vast territories and contrasting social panoramas. However, the rise in mobile connectivity is helping to address these imbalances, leveling online access and creating more opportunities for the growth of local markets. This has strengthened the role of sectors like social media and e-commerce, industries in which the potential of the region's markets truly sparks, even when compared to leading economies worldwide.
However, thanks to the increase of 5G coverage, the growth of mobile connectivity across Latin America is radically improving this picture. Along with an expanding mobile phone penetration, more and more Latin American citizens can access the internet without needing to rely on fixed cable or optic-fiber connections. In the case of Peru, internet access rates in rural areas grew from 36.5 percent in 2018 to 76.6 percent in 2022, launching the country to the fifth position of Latin America’s largest internet audiences. Meanwhile, Colombia hosts an online audience as big as that of Argentina but manages to outstrip the country in key digital sectors like social media and e-commerce.
Even in markets with lower access rates, industries such as social influence and marketing are essential components of their respective digital advertising landscapes. Nevertheless, over 60 percent of Latin American users employ these platforms to research brands and products for purchase, contributing to the region’s flourishing e-commerce economy.
Given the thriving success of e-commerce in Latin America, even countries with well-developed telecommunication and internet industries realize the need to continuously invest in infrastructure and ensure more equal conditions for their citizens. By ensuring equitable internet access for all citizens, markets can address and take advantage of the various challenges and disparities in their online and social environments. Ultimately, the key to success in internet markets across Latin America and the Caribbean lies in their ability to offer improved online access and digital inclusivity.
Balance through mobile connectivity
On one side of Latin America’s extremes in the online landscape, the internet markets of Chile and Argentina sustain high levels of connectivity, with more than 90 percent of their populations having access to the internet. Meanwhile, Brazil and Mexico remain the region’s biggest internet markets and among the largest worldwide. However, even both countries with stronger economies and telecommunications industries still strive to for equal online access between urban and rural areas and across different socio-economic divisions. Down to the other extreme, nations like Cuba, Haiti, and Venezuela struggle against their own political and economic crises, which directly impact their online freedom and infrastructure.However, thanks to the increase of 5G coverage, the growth of mobile connectivity across Latin America is radically improving this picture. Along with an expanding mobile phone penetration, more and more Latin American citizens can access the internet without needing to rely on fixed cable or optic-fiber connections. In the case of Peru, internet access rates in rural areas grew from 36.5 percent in 2018 to 76.6 percent in 2022, launching the country to the fifth position of Latin America’s largest internet audiences. Meanwhile, Colombia hosts an online audience as big as that of Argentina but manages to outstrip the country in key digital sectors like social media and e-commerce.
Latin America’s online potential at social media...
As internet access gradually improves, Latin America and the Caribbean internet market can demonstrate their power across various online sectors. Displaying high levels of user engagement, the region gathers some of the largest social platform audiences globally, with Brazil and Mexico ranking as the fifth and seventh-largest social media markets worldwide. Social platforms and messaging apps are among the primary reasons for internet usage in the region, with countries like Chile, Costa Rica, and Uruguay exhibiting the region’s highest social media penetration rates.Even in markets with lower access rates, industries such as social influence and marketing are essential components of their respective digital advertising landscapes. Nevertheless, over 60 percent of Latin American users employ these platforms to research brands and products for purchase, contributing to the region’s flourishing e-commerce economy.
... and it’s booming e-commerce sector
With a market volume of 272 billion U.S. dollars in 2023, Latin America hosts some of the fastest-growing online retail economies worldwide. Mexico leads in terms of expansion, while Brazil remains the largest online shopping market, powered by the increasing adoption of mobile payment methods such as Pix and WhatsApp Pay. Despite the disparity of their online markets and audiences, Chile and Colombia both have similar e-commerce revenues, with the latter also experiencing particularly rapid growth in its online shopping sphere. Alongside, Argentina stands between both countries while being home to Mercado Libre, the region’s largest e-commerce and marketplace platform.Given the thriving success of e-commerce in Latin America, even countries with well-developed telecommunication and internet industries realize the need to continuously invest in infrastructure and ensure more equal conditions for their citizens. By ensuring equitable internet access for all citizens, markets can address and take advantage of the various challenges and disparities in their online and social environments. Ultimately, the key to success in internet markets across Latin America and the Caribbean lies in their ability to offer improved online access and digital inclusivity.
