Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Social media usage in Peru - statistics & facts
In recent years, Peru has undergone a significant digital transformation, driven by increased internet access and a growing adoption of social media. As of 2024, the country boasts an internet access rate of over 80 percent, making it one of the largest social platform audiences in Latin America and reaching one of the region’s highest access rates for these networks. This rise in connectivity suggests that the population can become engaged and active users of social media when the right conditions are met. With social media platforms achieving some of the highest penetration rates in the region, they play a crucial role in enhancing Peru's digital advertising market, resulting in substantial investments in social media advertising.
Video platforms, such as TikTok and YouTube were mentioned as the primary touchpoints for digital advertising in Peru. Although these platforms are included in the broader category of social media, investments in online video advertising were lower compared to those specifically targeted at other social media platforms. Meanwhile , the growth of platforms such as TikTok and YouTube may indicate a shift in digital ad investment strategies.
While the current landscape is much more promising than five years ago, these discrepancies highlight that Peru’s digital and social media environments still have significant room for improvement. As evidenced by their prominence in the country’s digital advertising sector, social media platforms become crucial elements driving its digital growth.
What are the most popular social media platforms in Peru?
The significance of Peru's social media landscape is highlighted by the size of the platforms’ local audiences. Meta continues to dominate the market, with Facebook having the fifth-largest audience in Latin America. Meanwhile, Messenger and WhatsApp gather more than 20 million users each, solidifying the company’s reign as the most used by Peruvians. The increasing connectivity across the country is reshaping the social media landscape, particularly favoring video-focused platforms. TikTok has surpassed Instagram and amassed the second-largest social media audience in Peru, with over 20 million users. Additionally, YouTube ranks as the second most-used platform in the country, serving as another counterbalance to Meta’s overwhelming dominance in this market.How do Peruvians use social media?
When able to overcome the challenges of online access in the country, Peruvians demonstrate a strong enthusiasm for social media. The main reason locals go online is to keep in touch with relatives and friends, which makes messaging apps particularly popular in Peru. When considering the scope of applications like Messenger and WhatsApp, it becomes easy to see Latin America’s widespread interest in messaging platforms. However, sending private messages ranked just below liking posts from other users as the most common social media activities in the country.The success of digital advertising in Peru’s online landscape
Driven by its expanding online presence and a local demand for connectivity, Peru emerged as the fastest-growing digital advertising market worldwide in 2023. Despite having the lowest share of ad spend within advertising among the six largest Latin American economies, the local market experienced growth at a faster rate than neighbors like Argentina and Chile, which have better online connectivity. In 2023, spending on social media advertising reached 128 million U.S. dollars, accounting for most of the country's digital advertising expenditure that year.Video platforms, such as TikTok and YouTube were mentioned as the primary touchpoints for digital advertising in Peru. Although these platforms are included in the broader category of social media, investments in online video advertising were lower compared to those specifically targeted at other social media platforms. Meanwhile , the growth of platforms such as TikTok and YouTube may indicate a shift in digital ad investment strategies.
While the current landscape is much more promising than five years ago, these discrepancies highlight that Peru’s digital and social media environments still have significant room for improvement. As evidenced by their prominence in the country’s digital advertising sector, social media platforms become crucial elements driving its digital growth.
