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The latest news about social media in Brazil indicates some interesting trends that marketers, media professionals and advertisers need to take into account.
#1 Social media penetration is at almost at 100% in Brazil
Different sources have reported different rates of social media penetration in Brazil, ranging from 79% to 87% and higher. However, the most recent data comes from one of the most respected sources for online research, comScore. According to comScore’s December 2011 report, It’s a Social World, 97% of Brazil’s Internet population is using social media.
#2 Most Brazilians use social media to research products before buying
A 2011 study from Oh! Panel found that 61.4% of Brazilians look for information about products on social media pages before buying. In addition, the study found that 81% of Brazilians use social media to look for new products and more than 75% look for special discounts.
#3 Most Brazilians are influenced by social media posts about what to buy
The same study from Oh! Panel revealed another interesting trend: 79% of Brazilians say that when it comes to products, they have more confidence in posts on social media from friends and family than they have in similar posts from product specialists.
#4 Many Brazilians feel social media are good sources about brand experiences
An October 2011 study of consumers in Brazil, China, India and the United States focused on attitudes towards social media. Nearly one-third of Brazilians (31%) agreed with the statement “Social network sites are a good source of word-of-mouth information on brand experiences.” This was significantly higher than responses from people in the other countries studied.
#5 Brazilians are heavily engaged with Facebook
In December 2011, the average Brazilian visitor to Facebook spent 4.8 hours on the site—a huge increase from just 37 minutes in December 2010. So it’s not surprising that in December 2011, Brazil became the #4 country in the world in terms of Facebook users: 36.1 million. The site has grown by 250% in Brazil over the past 4 years, passing Orkut as the most popular social media site. As part of this growth, Facebook was Brazil’s #1 display advertisement publisher in December 2011, with 17.4% market share. Facebook’s market share was greater than that of media giants Globo, UOL, Terra and Google.
#6 Vostu and Tumblr are growing hugely in Brazil
According to comScore, between December 2010 and December 2011 Vostu gained 338% more visitors, while Tumblr grew by 206%. Neither gain is surprising. Vostu is a social gaming site and Brazilians spent US$2 billion on online games in 2011. For its part, Tumblr is a blog platform/social networking site and Ipsos recently reported that 71% of Brazilian Internet users visit blogs.
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