Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Internet usage in Latin America - statistics & facts
From the bustling streets of Mexico City to remote Andean villages, millions across Latin America and the Caribbean are logging on the internet, like never before. Yet a significant digital divide still cracks the region’s enormous online landscape. As internet access thrives across urban centers, rural communities and isolated groups remain on the fringes, proving how complex the challenge of true digital inclusion in Latin America is. Meanwhile, surging mobile connectivity is reshaping the landscape, tackling infrastructural and geographical barriers and fueling vibrant local economies and pushing sectors like social media and e-commerce to flourish in ways that rival some of the world’s most advanced digital markets.
However, thanks to the increase of 5G coverage, the growth of mobile connectivity across Latin America is radically improving this picture. Along with an expanding mobile phone penetration, more and more Latin American citizens can access the internet without needing to rely on fixed cable or optic-fiber connections. In the case of Peru, internet access rates in rural areas grew from 36.5 percent in 2018 to 80 percent in 2023, launching the country to the fifth position of Latin America’s largest internet audiences. Meanwhile, Colombia hosts an online audience as big as that of Argentina but manages to outstrip the country in key digital sectors like social media and e-commerce.
Even in markets with lower access rates, industries such as social influence and marketing are essential components of their respective digital advertising landscapes. Nevertheless, between 30 and 40 percent of of social media users in Latin America’s biggest market employ these platforms to research brands and products for purchase, contributing to the region’s flourishing e-commerce economy.
Given the thriving success of e-commerce in Latin America, even countries with well-developed telecommunication and internet industries realize the need to continuously invest in infrastructure and ensure more equal conditions for their citizens. By ensuring equitable internet access for all citizens, markets can address and take advantage of the various challenges and disparities in their online and social environments. Ultimately, the key to success in internet markets across Latin America and the Caribbean lies in their ability to offer improved online access and digital inclusivity.
Balance through mobile connectivity
On one side of Latin America’s extremes in the online landscape, the internet markets of Chile and Argentina sustain high levels of connectivity, with more than 90 percent of their citizens having access to the internet. Meanwhile, Brazil and Mexico remain the region’s biggest internet markets and among the largest worldwide by number of users. However, even such countries with stronger economies and telecommunications industries still struggle to provide equal access between urban and rural areas, even more across different socio-economic divisions. Down to the other extreme, nations like Haiti, Nicaragua, and Venezuela struggle against their own political and economic crises, which directly impact their online freedom and infrastructure.However, thanks to the increase of 5G coverage, the growth of mobile connectivity across Latin America is radically improving this picture. Along with an expanding mobile phone penetration, more and more Latin American citizens can access the internet without needing to rely on fixed cable or optic-fiber connections. In the case of Peru, internet access rates in rural areas grew from 36.5 percent in 2018 to 80 percent in 2023, launching the country to the fifth position of Latin America’s largest internet audiences. Meanwhile, Colombia hosts an online audience as big as that of Argentina but manages to outstrip the country in key digital sectors like social media and e-commerce.
Latin America’s online potential at social media...
As internet access gradually improves, Latin America and the Caribbean internet displays its across various online sectors. Brazil and Mexico are the fifth and seventh-largest social media markets worldwide, respectively, due to their massive audiences and high levels of user engagement. Among the main drivers of internet usage in the region are social media platforms and messaging apps, while the highest social media penetration rates in the region are found in Uruguay, Chile, and Costa Rica.Even in markets with lower access rates, industries such as social influence and marketing are essential components of their respective digital advertising landscapes. Nevertheless, between 30 and 40 percent of of social media users in Latin America’s biggest market employ these platforms to research brands and products for purchase, contributing to the region’s flourishing e-commerce economy.
... and it’s booming e-commerce sector
With a market volume of 316 billion U.S. dollars in 2024 , Latin America hosts some of the fastest-growing online retail economies worldwide. Bolivia and Mexico leads in terms of expansion, while Brazil remains the largest online shopping market, powered by the increasing adoption of mobile payment methods such as Pix and WhatsApp Pay. Despite the disparity of their online markets and audiences, Chile and Peru both have similar e-commerce revenue, with the latter also experiencing particularly rapid growth in its online shopping sphere. Alongside, Argentina stands between these markets while being home to Mercado Libre, the region’s largest e-commerce and marketplace platform.Given the thriving success of e-commerce in Latin America, even countries with well-developed telecommunication and internet industries realize the need to continuously invest in infrastructure and ensure more equal conditions for their citizens. By ensuring equitable internet access for all citizens, markets can address and take advantage of the various challenges and disparities in their online and social environments. Ultimately, the key to success in internet markets across Latin America and the Caribbean lies in their ability to offer improved online access and digital inclusivity.
