Digital Ecosystem Analysis during 2022

Since 2015, consulting firm DataReportal has been publishing an annual report on the state of the internet worldwide, with an analysis developed for 230 countries and the participation of various companies in the digital ecosystem. What did we discover in 2022?

Regarding the most visited websites in Argentina between December 2021 and November 2022, Google.com leads the ranking with an average of 1.43 trillion visits. It is followed by YouTube.com with 525 million users, Facebook with 385 million, and Instagram, also from Meta, with 176 million.

Considering that 87.2% of the total Argentine population uses the internet, it is important to take each of these sites into account when developing a marketing strategy and being present organically and with ads.

This amounts to 39 million people, with 61 million mobile connections and 39 million active social media users, who spend an average of 9 and a half hours per day connected on all their devices.

Use of Social Media in Argentina

The report indicates that in January 2023, there were 34.30 million adults using social media in Argentina, equivalent to 104% of the population over 18 years of age. This is not an error: it is a discrepancy that may indicate the use of more than one account by the same person or that age is being lied about.

Overall, 91.4% of internet users use at least one social media platform. 52.1% are women and 47.9% are men, a distribution that coincides with the population as a whole.

Ad Reach by Platform

YouTube: 69.7% of the total population. Had a 0.3% increase in accounts compared to the previous year. The difference between the female and male audience is 3%, with a majority of women.

Facebook: 59.9% of the total population and 74.7% of the "eligible audience" (over 13 years old). Had a 3.7% decrease in accounts compared to the previous year. The difference between the female and male audience is 7%, with a majority of women.

Instagram: 51.3% of the total population and 63.9% of the "eligible audience" (over 13 years old). Had a 0.3% increase in accounts compared to the previous year. The difference between the female and male audience is 10%, with a majority of women.

TikTok: 49% of the adult population. Had a 43.1% increase in accounts compared to the previous year. The difference between the female and male audience is 23%, with a majority of women.

Facebook Messenger: 30.8% of the total population and 38.4% of the "eligible audience" (over 13 years old). Had a 2.1% decrease in accounts compared to the previous year. The difference between the female and male audience is 10%, with a majority of women.

LinkedIn: 24.1% of the total population and 33.3% of the "eligible audience" (over 18 years old). Had a 17% increase in accounts compared to the previous year. The difference between the female and male audience is 9%, with a majority of women.

Twitter: 16.5% of the total population and 20.6% of the "eligible audience" (over 13 years old). Had a 28% increase in accounts compared to the previous year. The difference between the female and male audience is 5%, with a majority of men.

Pinterest: 15.5% of the total population and 19.4% of the "eligible audience" (over 13 years old).