More social, more mobile: Latin America's digital prospects

Ivan Castano

"People in Latin America are using and connecting to the internet like never before," enthused Alexandre Hohagen, Facebook's Latin America Vice-President, during the 2012 Festival of Media Latam.

Echoing other observers, he said the upcoming 2014 FIFA World Cup and 2016 Olympics would bring new and exciting opportunities for marketers eager to profit from the region's booming economy.

During the London Olympics, social networks witnessed a record-breaking usage increase, Hohagen pointed out.

"We saw what happened in London," he said, referring to the soaring number of active users that logged onto Facebook to comment on the games, half of which tuned in from a mobile device. "Imagine the opportunity that the World Cup and Olympics are going to bring."