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Chile has a high level of internet and mobile access similar to that of many developed countries, and a robust internet economy. Nearly all residents have access to the internet and the majority of which use social media on a daily basis.
The outbreak of the pandemic has led more people who previously did not use the internet frequently to start utilizing it more. This has resulted in a significant increase in social commerce in Chile. Platforms such as Instagram and WhatsApp are becoming increasingly popular among retailers, with companies like Falabella hosting live stream sales and new brands, like Emma Cares, using WhatsApp as their primary means of communicating with customers and promoting their beauty and personal care products. It is expected that social media will play an even greater role in the buying process and product promotion in the coming years.
Given the latest survey available, in Chile there are about 18.1 million active social media users (Log in at least once in a month) in 2022. This is about 92.8 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 11.6 %.
Previously, Facebook was the most widely used platform in Chile. However, as the pandemic progressed, an increasing number of individuals started using WhatsApp as a means of better connecting with others and interacting with retailers or other service providers. As a result, WhatsApp overtook Facebook as the most popular platform in the middle of 2020, during the period of social distancing and related restrictions.
Although we don’t have precise numbers for the number of WhatsApp users in Chile, the data from search trends and social listening indicate that the term “WhatsApp” is used more often on digital platforms than “Facebook” since May to June in 2020.
With the latest data published in January 2023, we can see that at the growth rate of 1.04%, there is now around 17.52 million Facebook users in Chile . With male users account for around 48.19% and female users account for around 51.81%.
With the latest data published in January 2023, we can see that at the growth rate of 1.11%, there is now around 11.68 million Instagram users in Chile . With male users account for around 46.77% and female users account for around 53.23%.
With the latest data published in January 2023, we can see that at the growth rate of 1.2%, there is now around 9.8 million TikTok users in Chile . With male users account for around 0.401 and female users account for around 0.599.
With the latest data published in January 2023, we can see that at the growth rate of 1.08x, there is now around 6.8 million LinkedIn users in Chile.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
