Infographic: How Millennials in Mexico, Colombia, Argentina Access Facebook


90 percent of millennials in Mexico, Colombia and Argentina access Facebook daily, compared with 87 percent for online searches and 72 percent for watching television, according to a new study by global media analytics expert comScore, commissioned by Facebook.

Other findings in the study, as reported in a Facebook IQ post, included:

  • 86 percent of respondents access Facebook via mobile devices, compared with 69 percent for computers.
  • 59 percent use Facebook while watching TV.
  • 42 percent log into Facebook first thing in the morning, while 54 percent do so just before going to sleep.
  • 89 percent access Facebook at home, and 23 percent do so while commuting.
  • Android accounts for 74 percent of devices used to connect to Facebook in those countries, versus just 8 percent for iOS.
  • 19 percent of millennials in Argentina use feature phones to access the social network.
  • In Mexico, the number of millennial respondents who watch online videos daily was roughly equal to those who watch TV every day, at 61 percent, compared with 62 percent.

Facebook audience researcher for Latin America Gabriel Gontijo (pictured) led the study, and he said in an interview with Facebook IQ:

We’re looking at a multiscreen landscape—which actually gives brands an amazing opportunity to engage millennials across multiple touch points and deliver a more immersive and relevant experience than ever.

The finding that home is the most common point of access is interesting because it speaks to the connectivity challenges that millennials across Latin America often face—from prohibitively high data costs to spotty service. When you consider that millennials, when out and about, are constantly searching for WiFi, it makes sense that home is such an attractive place to connect to Facebook.

Brands seeking to connect with millennials in Mexico, Colombia and Argentina should be as “mobile-first” as the millennials they are trying to reach. Brands need to put mobile at the center of their business strategy. And in doing so, it’s important to recognize where each country is in its mobile evolution. For example, marketing to millennials in Argentina may mean finding a strategic role for feature phones in your campaign. In Colombia, it’ll be about embracing both old and new screens to deliver multiscreen magic across TV and mobile (and sometimes desktop). And lastly, brands that want to connect with millennials in Mexico will want to take full advantage of the expanding opportunity around online video.

Readers: What did you think of comScore’s findings?


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ROAD SHOW: Mark Zuckerberg’s Next Town-Hall Q&A to Be Held in Bogota, Colombia


Bogota650Facebook co-founder and CEO Mark Zuckerberg is taking his question-and-answer show on the road, announcing in a Facebook post that he will host a town-hall Q&A Wednesday (Jan. 14) in Bogota, Colombia.

Zuckerberg has held two Q&A sessions at the social network’s headquarters in Menlo Park, Calif., last month and in November.

He wrote in his post:

I’m hosting our third town-hall Q&A next Wednesday, Jan. 14, from Bogota, Colombia.

I’ll be in Colombia for, and I’m looking forward to doing our first ever international Q&A.

These Q&As are an opportunity for you to ask me questions, and for me to hear from you how we can make Facebook better. This Q&A, I’m looking forward to hearing from more people who use Facebook in Latin America.

To ask a question, go to the Q&A with Mark page and just comment on the post. To vote for a question, just like that comment. I’ll answer questions for about an hour and try to get through as many as possible. We will post the video of the Q&A on the page, and I’ll post some video highlights here, as well.

I look forward to answering your questions!

And a post on the Q&A with Mark page added:

Do you have a question for Mark? Mark will be answering questions at our third town-hall Q&A next Wednesday, Jan. 14, in Bogota, Colombia.

Ask your question below in the comments or vote on a question already asked by liking it. Even better, send us a short video of you asking your question to [email protected].

We’ll be posting photos and video of the event here.

Readers: Where should Zuckerberg hold his next town-hall Q&A?

Post by Mark Zuckerberg.

Image courtesy of Shutterstock.