LatAm to record highest Twitter growth in 2015 - study
Latin America will be the region with the biggest growth in Twitter users in 2015 at some 17.4%, outpacing the global expansion of 14.1%, according to estimates by consultancy eMarketer.
The projections, however, point to a deceleration in subsequent years. In 2013, growth in the user base was 43.6%, a rate that decreased to 30.2% last year. For 2016, the forecast is for a 10.1% increase, 8.0% in 2017, 6.6% in 2018 and 4.6% in 2019.
Last year, 23% of all internet users in Latin America were active Twitter users, according to data from the GlobalWebIndex released in April.
The region trailed only the Middle East and Africa (29%), being ahead of North America (22%) and Asia Pacific (21%).
Globally, some 21% of internet users aged 16-64 years used the platform at least once in the month prior to the survey, according to GlobalWebIndex.
Brazil is seen reaching 14.2mn active Twitter users this year, which would represent some 16.7% of its internet users, based on the 2013 national ICT 'census'. It is also about half the 30.1mn total forecast for Latin America this year.
Brazil is said to boast the third largest Twitter base in the world after the US and India. Twitter does not disclose absolute figures, but says Brazil is among its five main markets.
Mexico and Argentina are next with 8.1mn and 4.1mn Twitter users estimated for this year, according to eMarketer.
Latin America also has four of the five most active presidential accounts on Twitter, according to Miami-based communications firm Burson-Marsteller's 2015 Twiplomacy report
eMarketer estimates there will be roughly a quarter of a billion Twitter users globally this year. By comparison, there will be 1.24 billion Facebook users.
Twitter ad spending is expected to surpass US$2bn worldwide this year. That figure puts the social network a distant second to Facebook's US$15.5 billion, but it is well ahead of LinkedIn's US$904mn.
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