Internet users in Chile and Argentina are the number-one fans of Facebook in Latin America, according to a study by digital marketing firm comScore. The report titled, "Online Social Network Statistics in Latin America 2011," showed that Facebook had a 90% penetration rate among Chile's 6.5 million web surfers in March, while social networks were used by 80% of Argentina's 11.3 million Internet users. What's more, the study concluded that in both Argentina and Chile, users devote one-quarter of their time online to social networks.
Clearly, the phenomenon of Facebook, Twitter and LinkedIn has made a deep impression on Latin American societies. Andres Bursztyn, director of the information engineering department of Argentina's National Technological University in Buenos Aires, says the impact on companies in Argentina has been so great that "social platforms today have partially replaced traditional channels -- [such as] press, radio and television -- and become the preferred means for companies to contact their customers and promote their products and services." He adds that companies have realized that social networks offer a unique, and perhaps revolutionary, opportunity to forge links with consumers.
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