Our Approach
Economic Overview
- Services: growth of 6.2%
- Industry: increase of 5.8%
- Construction: expansion of 4.7%
- Agriculture: modest growth of 1.0%
Digital Landscape and Connectivity
Paraguay’s digital landscape has experienced profound and accelerated transformation in recent years. According to the Digital 2024 report by We Are Social and Meltwater, the country presents impressive digitalization indicators, with 5.55 million internet users, representing 81.4% of the total population. This number is particularly significant considering that in 2020, internet penetration was only 65%. The growth is not limited to internet access but extends to the adoption of mobile devices, with 7.51 million active mobile connections, surpassing the number of inhabitants and indicating an average of more than one device per person.
Social media presence also demonstrates the digital maturity of the Paraguayan market. With 4.47 million active users on social platforms, representing 65.6% of the population, the country shows significant digital engagement. A particularly relevant fact is that 100% of internet users access the network through mobile devices, highlighting a clear preference for mobility and convenience in consuming digital content.
Social Media Behavior
Regarding specific platforms, Facebook maintains a dominant position in the Paraguayan market, with 3.50 million active users, representing 68.6% of the online population. This platform not only leads in the number of users but also in generating web traffic, accounting for 95.1% of referral traffic to websites. Instagram emerges as the second most relevant platform, with 2.15 million users (42.1% of the online population), showing consistent growth year after year.
TikTok has demonstrated exponential growth, especially among young audiences, while LinkedIn, with 710,000 users, establishes itself as a fundamental platform for professional networking and corporate communication. This diverse social media ecosystem reflects the sophistication of the Paraguayan digital consumer.
The country’s demographics favor this digital transformation. With half of the population under 27 years old and 63% living in urban areas, Paraguay presents ideal conditions for the adoption of digital technologies. The high rate of digital literacy among young people contributes to an environment conducive to innovation and the development of new digital services.
The digital consumption profile of Paraguayans also presents unique characteristics. Besides the strong presence on Facebook, there is high engagement on mobile platforms and growing adoption of digital financial services. An important cultural aspect is the preference for content in Spanish and Guarani, reflecting the country’s official bilingualism and the importance of adapting communication strategies to both languages.
This scenario presents both opportunities and challenges. On the one hand, the young and digitally connected market, combined with sustainable economic growth and leadership in renewable energy, creates a favorable environment for digital innovations. Competitive operational costs also make the market attractive for investments in technology and digital communication.
On the other hand, significant challenges need to be overcome. The digital infrastructure is still under development, especially in rural areas, creating disparities in access and quality of digital services. The need for bilingual content and adaptation to local preferences also requires investments and specific market knowledge.
Effective Communication Strategies
To operate effectively in this environment, communication strategies must be carefully planned. A mobile-first approach is essential, considering that the vast majority of access occurs via mobile devices. Content should be adapted for a young audience while considering local traditions. Integration between digital and traditional channels, along with a consistent bilingual approach, are fundamental elements for success in the Paraguayan market.