's birthday today! The social network highly worshipped by Peruvians turns 16 years old since its launch.
According to a study by Kantar IBOPE Media, almost 8.5 million inhabitants of urban Peru used Facebook on at least one occasion during the first month of the new year.
Likewise, 94.4% of users access this platform through their smartphones, while only 13.6% do so from laptops, and less than 1 million from desktop computers.
The study also revealed some important differences in the intensity of the application use in certain demographic groups.
Women —for example— exceed by approximately 230,000 users the amount of men on Facebook
, thus reaching 4.4 million accounts.
By age range, most of the network users in the country are between 21 and 34 years old, and represent 36.9% of the total, followed by those between 35 and 49, who account for 26.7%.
Another outstanding feature is that —although people between 65 and 75 years old account for merely 2.4%— this represents 1 in 4 urban Peru inhabitants in that same age range.
A similar situation occurs with those aged between 50 and 64, where 1 in 2 people from this segment uses this network. However, they only account for 12.5% of total users.
The study also detailed the preferred hours to access this platform. In this sense, it highlighted the beginning of the night —which includes the time between 8:00 p.m. and 10:00 p.m.— as the favorite of the largest number of users (28.9%), followed by the afternoon —specifically from 3:00 p.m. until 5:59 p.m. (27.4%).
TV drives interaction
For the social network founded by Mark Zuckerberg, television is one of the conversation generators par excellence.
According to the Kantar Social TV Ratings tool, the fan-pages of the 5 main open-air television stations reached an average 43.5 million interactions related to their content during 2019, with regards to five different genres: news, competition shows, magazines, comedies, or sports programs.
The format that generated the most interactions was that of news, which covered 27.4% of the total.
Over the past year, the publications that referred to programs on national and international events led to 2.4 million comments and 6.8 million likes.