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In 2023, it will have more than five times the number of users as second-ranked Latin America—and more users than all other regions combined. The top five countries for social media penetration among internet users will be in Asia—the Philippines, China, Vietnam, Malaysia, and Thailand.

And then basically too, I mean when you think about Latino as well, that can also, in some instances it's referring to people from Latin America, sometimes include Brazil, where we have that Portuguese aspect as well. But from Latin America, while Hispanic is just more in that Spanish-speaking sense. So these lines get very blurred. Paola Flores-Marquez:.

And 80% of these users are considered active. 92 million are located in Brazil, and currently there aren’t any users outside of Latin America—which raises questions about Nubank’s ability to expand beyond the region. And given the challenges of buying or becoming a bank in the US, it likely won’t enter that market soon.

Latin America will be the top region for ecommerce growth, but not overall. It will keep up its 2023 momentum, but stronger physical sales in Central and Eastern Europe mean that region will lead the world in total retail sales growth.

Marketers in countries that benefit from maintaining a good relationship with China, including those in Latin America and Southeast Asia, should be less concerned about a potential ban. Data privacy attitudes and policies also matter. EU governments have historically been stricter than the US on data privacy and security.