While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and 蘑菇AV.
Social network user growth will be slow on a worldwide level, but 2025鈥檚 meager 2.9% increase will still equate to more than 115 million new users. Facebook remains in the lead in most countries and regions, even though its share of internet users is declining.
Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.