Twitter Trends: Behavior in Latin America and Off-The-Charts Growth

Twitter Trends: Behavior in Latin America and Off-The-Charts Growth

Twitter Trends: Behavior in Latin America and Off-The-Charts Growth

A few days ago the first study on the use of Twitter users in Latin America was published. This study was conducted over a three week period using online questionnaires. The study was based on a sample of 1,756 cases. This recent study of the digital marketing company ComScore revealed that the use of Twitter has grown extensively worldwide and Latin America stands out as the fastest growing region in the world.

Of the 93 million Twitter users in the world, 15 million are from Latin America.

  • In the past year, the growth of Twitter users in Latin America was 305%
  • Brazil (20.5%) and Venezuela (19%) are in the second and third place respectively in terms of Twitter users, after Indonesia.
  • The Asian region ranked second with a growth of 243%
  • The portrait of a typical user of twitter is: male (75%), between 21 and 30 years (56%), blogger (83%), linked to the world of Internet and new technologies (72%), using the tool because of professional interests (52%).

The data shared by The Cocktail Analysis is also useful. Its research brings more information about the average Twitter user:

  • Two in five (40%) connect to Twitter from a mobile phone or smartphone, 23% of the messages (updates) that they publish are sent from a mobile device.

From this data we can infer that we are talking about a highly technological users profile, plus the close relationship of Twitter with the Apple iPhone – the device most used for the mobile version of Twitter.

Because of the secrecy that Twitter keeps, regarding the characteristics of its users -a subject on which we will discuss in another blog post-, these first attempts to find out who and how Twitter is used are extremely valuable.

However we have found some flaws in the analysis thus far:

  • The sample used for the research: 1,756 people. Is this sample large enough to know the status of Twitter throughout Latin America? Probably the study is skewed and completely missed the difference between Brazil and the rest of South America.
  • Population density: is it possible to compare Brazil and Ecuador, for example?
  • The type of respondent: The data were collected in some countries where even smartphones were not in local markets, as many respondents were people who had access to buying imported mobile devices. This data shows that these people belong to an “elite” social class, which in Latin America is a rather small group.

If we take into account the global online population, the reality is that the number of people who do not know the application or they simply do not understand it is still quite high.

As the consultant in corporate communications strategies and new technologies Claudia Chez says in her blog post: “Even many who now use Twitter, did not understand it until they started to follow people with similar interests, participate in discussions and feel the value of such contacts. Twitter is one of those applications that rather than we try to explain, are understood only by the experience”.

Nevertheless, the high level of satisfaction shown by Twitter users (a whopping 93%) makes us think that the application has a very positive future, globally. As a result, we will be able to know more about who Twitter users are in the future data that -until now and despite attempts- remained rather vague.

What is your particular experience on Twitter? Do you like the application? Have you try to use that for your business? Which are the results obtained?

Written by @leilaergo