Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Get in touch with us nowThe power (and value) of mobile connectivity…
The overall increase in internet connectivity via mobile devices throughout the region is clearly visible in Argentina. With more than 80 percent of the population having access to a mobile connection, over 66 percent of the web traffic in the country originates from mobile phones. Despite Argentinians spending a similar amount of time on mobile and desktop devices, mobile connectivity is deeply valued by its online users.Making excellent use of the country’s good internet offer, Argentinians use search engines extensively to keep themselves informed and research how to do things. Video platforms like YouTube follow as some of the most used websites and services in the country, followed by online stores. Nonetheless, this appetite for information would eventually find its way into the country’s social media sphere.
…for using social media…
Argentinians are avid users of social platforms, who besides their probe for knowledge, state that keeping in touch with each other is an even more important reason for using social media in the country. Additionally, more than 60 percent of the country’s internet users visit these platforms to look for information about brands and products.Like the rest of Latin America, Meta dominates the social media landscape. Facebook is the most visited social media in the country, while Instagram and messaging solutions like WhatsApp and Facebook Messenger are among the most used platforms in the country. However, the rise of TikTok throughout Latin America might keep Argentina’s social media landscape heated, being one of the platforms where Argentinians most spend time at monthly.
…and shopping!
Perhaps the most distinctive aspect of internet usage in Argentina is the country’s robust e-commerce sector. Ranking as the fourth-largest e-commerce market in Latin America and the Caribbean, Argentina is one of the fastest-growing retail e-commerce markets worldwide.With more than 27 million online shoppers, which corresponds to around 58 percent of its population, Argentina’s biggest online deed is the birthing Mercado Libre: being the region’s leading e-commerce website, the e-commerce giant is the main channel for online shopping in markets even bigger like Mexico and Brazil, generating alone a net revenue of more than 10 million U.S. dollars in 2022.
