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Along with many other countries in Latin America, Colombian spent their fair share of time on social media at about 3.4 hours per day according to data compiled by GWI. Being the second most populated country in South America, Colombia is one of the most important countries for social media in the region.
Over the past decade, there has been a dramatic increase in use of social media as a result of the Colombian government’s program, such as Vive Digital, to provide internet services to low-income households. The COVID-19 pandemic has also pushed more non-traditional people start using social media as a result.
Also, given the regulation and social distancing requirement during the pandemic, many merchants have switched to social media platforms to further engage with their customers. Some, even started selling through these digital platforms. Platforms such as WhatsApp, Instagram have seen the most growth given such trends.
Given the latest survey available, in Colombia there are about 41.9 million active social media users (Log in at least once in a month) in 2022. This is about 81.3 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 7.2 %.
In Colombia, WhatsApp is the most used platforms for the past two years. Facebook has long dominated the spot until the pandemic hit. During the pandemic, many small merchants are switching to WhatsApp, and sometimes Instagram, to further engage with their customers.
Only Stores, a well-known traditional store in Bogota, has been an iconic example of low-budget reinvention among Colombian businesses. Despite its logistical and financial capabilities, the company was not able to open its own website during the COVID-19 crisis. Instead, it created a sales system through WhatsApp where customers can request products and receive photos and videos to make their choices. Merchandise is then delivered to customers by employees on bicycles.
This unique reinvention of Only Stores generated a lot of buzz on social media, raising the visibility of the brand and rekindling the love and loyalty of consumers in Bogota. Zara, is another player to employ WhatsApp in order to maintain contact with consumers and generate sales during the pandemic.
With the latest data published in January 2023, we can see that at the growth rate of 0.98%, there is now around 39.53 million Facebook users in Colombia . With male users account for around 48.65% and female users account for around 51.35%.
With the latest data published in January 2023, we can see that at the growth rate of 1.07%, there is now around 18.7 million Instagram users in Colombia . With male users account for around 44.15% and female users account for around 55.85%.
With the latest data published in January 2023, we can see that at the growth rate of 1.42%, there is now around 16.3 million TikTok users in Colombia . With male users account for around 0.38 and female users account for around 0.62.
With the latest data published in January 2023, we can see that at the growth rate of 1.12x, there is now around 11.68 million LinkedIn users in Colombia.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
