The Latest on Brazil’s Internet Audience

The Latest on Brazil’s Internet Audience

In March 2013 comScore released its latest report on Brazil’s Internet market. As always, the report was replete with fascinating intelligence about what Brazilian Internet users enjoy doing the most online, their favorite types of Web sites and other insights. Since the report is 58 pages long, we decided to highlight some of the facts that we find to be most relevant for media, marketing and advertising professionals who wish to target Brazil’s growing online audience.

>>>ONLINE VIDEO GREW BY 18%
Between December 2011 and December 2012, the amount of online videos viewed by viewers in Brazil went from 109 to 129, 18% growth. This was much higher growth than in the United Kingdom (+11%), the United States (-1%) or worldwide (+3%).
Taking advantage: Perhaps a trial campaign with an online video network could deliver some surprisingly positive results.

>>>BRAZILIANS SEARCH ON FACEBOOK AND MERCADO LIBRE
While the large majority of searches by Brazilian Internet users are done on Google (129 searches per user per month), they do 11.8 searches per month on Mercado Libre, more than with Bing (8.6). Yahoo is #3 for searches by Brazilian Internet users at 5.9 searchers per user per month, but Facebook is not far behind with 4.6 searches per user every month.
Taking advantage: While some studies have shown that companies in Brazil don’t value social media marketing all that much, these results suggest that brands operating in the country need to have well-developed Facebook pages.

>>>LIFESTYLE AND HEALTH ARE AMONG THE FASTEST-GROWING WEB CATEGORIES IN BRAZIL
Health websites in Brazil grew by 18% in 2012, while lifestyle web sites (which mostly deliver a female audience) grew by 17%.  Although they didn’t grow by double digits, travel sites in Brazil grew by 5% in 2012.
Taking advantage: Given that lifestyle and health both skew towards younger women—a prize demographic for advertisers both in Brazil and around the world—clients may observe impressive results from running campaigns on Minha Vida (the #2 health site in the country) and popular lifestyle sites like Glam media and the Mulher channel on iG.

>>>FACEBOOK TAKES UP MOST OF THE TIME BRAZILIANS SPEND ON SOCIAL MEDIA
Brazilians went from averaging 342 minutes per user per month on social media in October 2011 to a whopping 579 minutes per user per month in December 2012. Most of that time (93%) is being spent on Facebook, the #1 social media site. Although Orkut is #2 in monthly unique visitors to social sites, Ask.fm is Brazil’s #2 social media site in terms of time spent. Comscore reports that Brazilians spend 2.1% of their time on social networks on ask.fm, while Orkut accounts for 1.6%, Tumblr for 1.0%, Twitter for 0.8% and other sites account for 1.7%
Taking advantage: While the numbers clearly argue for investing most of your social media ad budget for Brazil in Facebook campaigns, they also suggest that up-and-coming sites like ask.fm and Tumblr are worth exploring.

To find out how we can help you reach Brazil via any other type of media, please contact us.

About Sergio Kligin@US Media Consulting

Sergio is the Ad Sales Director and Brazil Country Manager for US Media Consulting.

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