Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Social Network Users in Latin America 2018

Instagram Growing Quickly in Brazil and Mexico

About This Report
Instagram is quickly gaining users in Latin America. eMarketer estimates that the number of users more than doubled between 2015 and 2018, from 54.9 million to 125.9 million.

Facebook is the largest social network in Latin America, with an estimated 284.5 million users in 2018. But user growth is plateauing and will rise by low single digits over the next five years. Instagram is on a very different trajectory, however. We forecast its user base will increase 18.4% to 125.9 million this year, reaching 43.1% of social network users.

Instagram, Facebook’s photo-sharing platform, had a slow start in Latin America due to the region’s low smartphone adoption and high data rates. But in 2015 and 2016, affordable smartphones entered the market: New smartphone owners signed up for Instagram, and user growth jumped from 34.5% to 44.4%. And Instagram adoption has continued to rise; we expect user growth in the region will be more than double that of social network growth by 2022.

Consumers in Brazil were early adopters of Instagram. In 2015, one-fifth of its internet users were regularly using the platform. This is largely because social network usage skews high in the country; close to nine in 10 internet users are expected to go on social sites this year, vs. 80.3% for users across the region. Brazil will continue to be Instagram’s largest market in Latin America, with 42.2% of web users logging on at least once per month.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.


Corey McNair


Eric Haggstrom
Forecasting Analyst
Monica Peart
Senior Director, Forecasting
Andrea Szasz
Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client